Academy of Chiropractic
Quickie Consult 1342
Marketing 165 G
From the Desk of Dr. Mark Studin
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
“Anatomy of Getting into Hospitals”
“Slow down to hurry up” Mark Studin 2021
A doctor in Florida contacted me as they were invited to attend a networking event for a local private hospital. The hospital has 3 locations in his region, and their marketing team invited every local chiropractor to get referrals FROM the local chiropractic community. The goal was to get my “trained chiropractor” to be heard and rise above the “noise” of all others in the room. Every DC in the room was vying for the same thing; obtaining referrals from the hospital instead of giving referrals to the hospital?
For me, this was too easy. I guaranteed the doctor he would be the DC with the highest credentials in the room as he was Trauma Qualified, Hospital Qualified, and Primary Spine Care Qualified. He was PREPARED in advance by having already taken the courses. This is where the 6 P’s come into play. If he weren’t prepared, he would never have had the time to take all the coursework as the meeting was set a few days after the notice.
I also used my “vast knowledge” of chiropractors in meetings and how they show up. I told him that most would be wearing scrubs, mostly very wrinkled. Some will be in jeans and tee shirts, while others will have button-down shirts, but not many. I told him and his wife to “dress up”. He was to wear a suit that costs over $1000, and she was to wear “cocktail attire” at the same level. It matters if you want to stand out from a professional perspective. Additionally, the chiropractors were allowed a few minutes each to share. I told him not to.
As if on the script, the DCs showed up looking like a “rag-tag.” Wrinkled scrubs, jeans, and few button-down shirts; non-professional. Each that spoke attacked medicine starting that drugs were hurting our patients and society. They claimed to be the savior to the “horrors” of surgery as we have to fix so many surgical mistakes, and the hospital would be “privileged” to have them work with them. Now that you understand the mindset of a large cross-section of our profession, you know why I did not want my doctor to speak publicly.
After the meeting, our trained doctor went up to the hospital administrator at the meeting, dressed like a professional, and introduced himself. He stated he was a hospital and trauma-trained chiropractor and the only one in the room with his credentials. He said he would like to have a future conversation about managing mechanical spine cases and increasing the surgical time for the surgeons, increasing the MRI referrals to the hospital, and increasing the utilization for all other spine-related specialists (i.e., pain management, neurology, etc.). That encounter took about 2 minutes.
The next day, he received a call, and the meeting was set for tomorrow, one week after the initial encounter. I will keep you apprised of the progress. However, perception matters, so always dress up. Credentials matter, so always be prepared. Positioning matters, so always call me to find out how to best position yourself. I will guide you.
Success in practice isn’t any one thing. It is the totality of everything you have learned from your academics, others, and me. However, if you are well-prepared, appropriately positioned, and “push the right button of perception,” you will attain all of your goals.