Academy of Chiropractic Personal Injury & Primary Spine Care Program
Quickie Consult 161
From the Desk of Dr. Mark Studin
Academy of Chiropractic
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.
“Stay the Course”
I used to get so many calls from doctors complaining of how the program wasn’t working and why couldn’t they get it to work for them? Over time, I realized that I needed to be clearer in my explanation of the goals of the program and once I did, over time, those calls have slowed to a “crawl.”
This is not a “get rich quick” program because in real life, the adage, “If it’s too good to be true, it usually is,” is very true. I have been around long enough, as many of you have, too, trying every “get rich quick” PI program to get new patients. The problem is that they all work...for a very short amount of time and then implode. If you were to crunch the numbers on every program that I did, you would see that it costs you more to participate in the program and acquire the new patient than the profit you obtain after caring for the patient. The newsletters, billboards, TV ads, bus signs, etc., are all expensive, very expensive, and you lose money.
The Lawyers PI program is not meant to be a get rich quick program where you can buy new patients or get them by sending out educational materials. Regarding those materials, ours are the best in the nation AND they will get you ZERO new patients. No one’s will and most of the rest are full of “smoke and mirrors”. You have to realize that lawyers are considered “purveyors of truth.” They are trained to ferret out the truth in a situation. It is their training. You will win or lose based on the truth of who you are and what you bring to the table.
When I get a note or an e-mail from a doctor who says they are meeting with lawyers regularly and they still haven’t gotten a referral, I now smile. The smile comes from knowing that those doctors have gotten it, but don’t yet see it. Once you have created the relationship where the lawyer sees the truth of you being truly an expert and meets with you to learn, the next step is for the lawyer to need you. Initially (perhaps), not for a referral, but for information because you are his/her “go to” doctor. That might lead up to a P-IME and then he/she will get to see your knowledge and final valuable product on paper. The most efficient way to get to this step is to be in front of the lawyer and his/her staff regularly as an educator. It is why we create the educational material for you and provide you with the research. It is the reason we have teamed up with the American Academy of Medical Legal Professionals; to have access and direct you to more research than you can find yourself because you have a busy practice. The more information you have, the more you learn and the more you can share. Couple that knowledge with credentials and communication skills and you have the winning formula. Once you gain the lawyer's trust as the expert, he/she will come to you because he/she needs information to prevail in his/her cases. This takes time and is certainly not a “get rich scheme” by any means. It is, however, a winning formula that will sustain you for the rest of your career. That is the goal!
There is another thing that I haven’t mentioned previously. The side effects or sequelae of being deemed clinically excellent by a lawyer. Over time, based on your reputation, you will start to get invited to attend functions in the legal community. You will be asked to be a guest, a speaker, an advertiser, a participant at a golfing event, or to attend a sporting event or fishing trip. It will happen because the lawyer will then consider you one of his/her own and will want to show you off or just spend more time with you.
A doctor in Florida told me a year or so ago that since he has upped his game via his knowledge, subsequent credentials and admissible paperwork, doors have been opened to him that hadn’t been for the previous 10 years in his practice. He has had neurologists, orthopedists and primary care doctors reach out to him as a result of the lawyers he works with pressuring them to contact and work with him. He has gotten numerous requests from some of those doctors to spend a day in their offices evaluating their patients. Quite the paradigm shift from where the DC “scrounges” to find the MD to spend a day in his/her practice.
The message is simple; “Stay the Course.” I am getting calls every day from doctors who want their testimonials printed because they are now getting 2 new patients each day or 28-30 each month and have been doing so for 2 years running and on and on. This is not a “get rich quick” scheme and it never will be. Win by clinical excellence and communication. Over the next few weeks, we will have consultations on communication and how to enhance your skills with scripting and techniques.
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