Academy of Chiropractic
Quickie Podcast 1308
Marketing 162 G
Preamble: Many of the issues I bring to you are very small, yet each issue is just that, an issue. If you take care of the small issues, then you will be able to build and more importantly, focus on the bigger issues...a larger practice and more family time. -Mark Studin 2006
Breaking into ER's and Urgent Care Centers
Dr. Studin: Hi, good morning. So you were telling me a moment ago that you, with an empty note, what specifically is going on and let's start from the beginning.
Guest: Okay. So, this is going to be a two-fold question, but the first deals with a clinic that I have in a small rural community, and it's across the street from a rural hospital.
Dr. Studin: it's a community hospital.
Guest: That is correct. And the CMO there, I got to know him some time ago because he brought his brother in, who was a retired MD.
Dr. Studin: Also, I now just back up before we go on, just so that everyone who's listening, know what CMO means? It's the chief medical officer who makes them decisions on what medical services occur within the facility. Go ahead.
Guest: So, he came over about a year ago with his brother who, as I said, was retired and said he was reading an article, sometime ago, and he read where this chiropractor was using this Jack hammer is the way he described it and working on this person and help them out tremendously from a previous athletic accident, they had that affected their cervical spine. And he went on to tell me that his brother, who just passed away and I'll get to that in just a minute. But nonetheless he's in, in his latter, seventies was having a real cognitive issues. And he said, I'd like you to look at him and see whether you think you can help him. I don't really know a lot about what you guys do, but I'm very open-minded. So I did look at him. We did end up taking him as a patient. We did work with him. He was getting better. And then, , they had to have some type of surgery for his brain because of some bleeds or whatever that were going on. And as long as short of it is, I hadn't seen him in a while. So I was following up with him and he kept saying, I just wish my brother was in your office instead of under the surgical care.
Dr. Studin: Right.
Guest: Which I thought was a compliment, but nonetheless, he passed away. So I went over to this rural hospital yesterday to get my condolences. And, after talking with him for a while, the next thing I know he had me up walking me around from room to room, introducing me to the other MDS and the nurse practitioners and etc, and saying, introducing as to who I was and saying, this is the chiropractor that you see across the street. And, he had told me about some trauma qualification program that he had been through, which I had explained to him. And he said, so your musculoskeletal issues and your car accidents, you need to be sending them over to him. And he would go to the next room and he'd tell him that the next room to tell him that. And then, so I'm walking out of the hospital thinking, wow, I didn't go over for that. Um, and so I was reaching out to you because I want to make sure how do I follow up? Well, that, and then I have some urgent care centers around some of the facilities that are referring as well.
Dr. Studin: Separate issues. Let's handle the hospital first. So, you finished the trauma qualification year ago,
Guest: Six months ago, It's been and it was toward the end of last year, March. So it was probably around about November or something.
Dr. Studin: Okay. So it was a few months ago. You first finished, right? It's funny. People never believe me when I tell them you have to have those credentials because the opportunities can present itself. And then you're never going to get that opportunity again, per se. I am trauma trained with courses through the state university of New York of Buffalo school of medicine. And if you didn't have that opportunity to say that, that you had that opportunity would never present itself again ever. So you were just in the right place at the right time. So, I would follow up and ask for a meeting and say, listen, I really appreciate the other day you introducing me to these people, what I'd like to do is I'd like to increase my level of relationship, you know, especially with the ed department, you know, surgeons, because I often have patients where I think there might be, you know, a possibility of an aneurysm, or they might be in the middle of a vascular incident, or they might be having cardiac issues or, you know, or there's a myelopathy accord issue. And I need to get an immediate, you know, visit. Is there anyone I can create a formal relationship and listen, I'm not going to say, you know, I don't want to share with them what I do also to make that a little bit more formal. Um, but I need to, I'd like to create relationships. So I'd have more of a direct access to these people with a telephone call and they know who I am, but by the same token, one of the things that are happening around the country is hospitals are making more money. My credentials, because not specific back pain, these mechanical spine issues, as you know, but you know, the ha it should always start saying, listen, I don't want to sound like a sales pitch, but I just want to get this out. So, you know, if I'm being an a, just tell me, I always, I always put the obvious on the table.
Dr. Studin: And remember, you're only going to get a soundbite in with them. You're not going to get a lengthy conversation is not going to have the time you need to get the points you need to get across. As one of the things we realized historically around the country with the hospitals, they're losing money with repeat visits from mechanical spine issue. There's non-specific stuff, which is actually very specific this way. I can take that patient and keep them in your system, whether they need an MRI, whether they need neurological testing, whether they, whatever imaging they need, what surgeons they need to keep them in your system, because once they leave your ER, is there any system?
Dr. Studin: So, you know, if there's any way we could, you know, formalize that from two levels, one I need to refer in and two, I want to help keep people in your system. And yet it's good for me and my practice also. So if I'm overstepping, let me know, and I don't want to injure a relationship, but if it's something that you feel is in the best interest of our community, then maybe we can take it to the next level.
Guest: That sounds great. Sounds great.
Dr. Studin: Okay. So did you get all that down? You got it locked in.
Guest: I've got it locked. Just wanted to make sure that we're following up correctly.
Dr. Studin: Can we go to the urgent cares now, do you want to do that at a later date while this marinades?
Guest: I would actually like to do that now because I had one urgent care referred a patient the other day. And I just feel like what's happening these things, you're going up all the way on this. And I think that there's other chiropractors in the area that are probably going to start trying to hit the, do not understand what we do. And I want to be the first one at the door.
Dr. Studin: Urgent cares, or the new emergency rooms. That's number one, other than, you know, bleeding out. But the other thing is, you know, it's funny, now that you've been trauma qualified and you still have a ways to go there, like five other qualifications you need to get, but I know for me, and many of the doctors I work with, how painful right now is it to talk to another chiropractor who's not trained?
Guest: Well, I still remember you telling me that when it was all over, I would look back and I would want to call it apologized. And I really have felt that way on it. It's pretty amazing. And, you don't want to act arrogant or I don't want to act arrogant. Like everybody should come to me. You don't know what you're doing, but that's how you feel.
Dr. Studin: It's hard to be missive when you know the truth. Right. You know, and it's funny without using your name, which I'm not going to for this, you have been very involved in your state politics to the state board level for years. And it is my goal to get every state board to increase the level of requirements for every chiropractor in their state to function at this. Can you imagine if every chiropractor in the country was trauma qualified, what that would do to our profession? It would be a different profession. It would be totally different. We, our utilization would increase. I believe tenfold. It would be game over. It would be just game over. So with the urgent cares, it's almost the same thing. Now, what I really urgent care in my community, and communities around the country COVID has…listen, COVID is horrible. It's terrible. It's killing people. We can't ignore it. It's not a political issue. Whether you're a red state blue state, you're going to die no matter what color your state is, no matter what your belief is, if you get sick. And you're one of the unfortunate ones, the ones that don't get sick, they leave too many disabilities and it's terrible. So I just wanted to say that because I don't want to think that I'm an opportunist thinking that COVID is good for us. It's not, but because COVID is here, it has opened certain avenues. For instance, urgent care centers have now, especially in my community and other communities around the country. I don't know about yours have become the center of testing sites and vaccination sites. Absolutely the lines of the urgent care wrap around the parking lot around the building, they have armed security at the door controlling what's going on. It's really a lot as a result, many of the urgent cares. Aren't able to care for the normal, typical patient that goes to an urgent care. My throat hurts. My neck hurts. I've sprained my wrist. I can't sleep at night. My heart's bleeding. What do they do with those people while they're inundated with COVID issues? So what you want to share with them is say, if you want to get, you want to try to get to the owner or corporate, if you can, if you can't, you then go to the office manager, you want to stay away from the MD, usually attract them these, and they rotate in and rotate out. A lot even though some are, so what you want to do, you want to try to get first to corporate. If that doesn't work, then you're going to get to the office manager and say, you know, I'm Dr. Studin, who do I need to speak to? Because right now, all I notice is lines around you corner with a COVID issues. When it comes to the mechanical spine issues and non-specific back pain. I am trauma trained through medical academia and chiropractic academia. I'm a chiropractor, but I'm trained through medical schools and chiropractic colleges. I'd like to talk to someone about work and taking some of the pressure and burdens off of you got folks with these people will come in your office with spinal related issues. I'm the only primary spine care tray. I'm the only medically trained primary spine care provider within 50 miles of here. And just go into the primary spine on the Academy of Chiropractic the awards list and calculate how many miles is between you and the next guy. Okay. So, in your instance, it might be 300 miles. So, you could walk in and say, I am the only medically incur, medically trained trauma specialist chiropractor in 300 miles. So I'd like to have a conversation. You know what, leave you guys with this burden and work with you, and then going forward, have a course or a relationship on things I need also, just like you said, to be to the hospital. And that's how, and that's how you do it. And you might have to go to three, four, five of them and then one will hit and then the next, and then the next, got it?
Guest: got it.
Dr. Studin: Your training is everything. And by the way, you must, must, must get MRI qualified. That's the next well, did you get hospital qualified?
Guest: I have not yet. No Mark. I just finished the trauma.
Dr. Studin: Any primary spine care course?
Guest: The one we just had. I just did this last week.
Dr. Studin: All you deed is the hospital course, which is two and a half hours. You've already got all the requirements for hospital qualified. All you need is 1 two and a half-hour course that like interprofessional hospital, sign up for it today, take it today. Get your application. And you could say your trauma qualified and hospital qualified with courses credential through medical academia. That is extremely important. So it's just a two and a half hour course get the application then, because you already have all the other requirements. I did that on purpose to make it streamlined, to get that application, to get that approved.
Guest: All right. So where I would have made a mistake is I would have went straight to the nurse practitioner or the MD. That's what I would have done.
Dr. Studin: Okay.
Started corporate and then go to the office manager. Who do I speak to? Is there a provider here? And usually that provider doesn't have any power. They're not the gatekeeper. It's not like you go into someone's office and you're the gatekeeper because you're the owner. They're not the owner. You start with corporate and then you go to the office manager.
Guest: Perfect. Got it.
Dr. Studin: Listen. You're a lot older than me that you have no idea. No idea how good that made me feel, but you're, you're the perfect example of we're never too old, by the way, I turned 65 on next Wednesday
Guest: and I'm not going to say how old I am, but by the way, I am not older than you.
Dr. Studin: Okay. Now, now I'm hanging up. I feel God bless it. Goodbye.