Academy of Chiropractic Personal Injury & Primary Spine Care Program

Quickie Consult 250

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.

"PI 101...Building It From Scratch, Part 4"

Hiring the DC and the Marketing Strategies


As I have shared with you in the previous 4 parts to my experience in building an office from scratch, I have been searching for the right chiropractor and yesterday, I hired the perfect doctor for our practice. Will this doctor be the right fit? Only time will tell as the perfect fit doesn't always work out perfectly in the real world with so many variables.
 
Why did I hire this doctor? The answer is so simple; he applied for the job with one simple thing in an e-mail, a link to his CV on the US Chiropractic Directory. WOW!!!! This guy gets it and created a great CV, having taken courses that lend themselves to a personal injury practice. He has actually taken 2 of my courses so that I know he has at least the basics of triage and knowledge of advanced diagnostics. His background is full spine diversified and educating his patients. This doctor was in private practice, but an unscrupulous billing company stole his receivables and disappeared, forcing him to close his practice. It is the perfect storm for practice destruction for him and the perfect storm for getting an experienced doctor who is the total package, yet has poor judgement in business, my forte.
 
This is a very good lesson for all in interviewing a DC for an associate position. If you get an applicant who does not have a good CV (no one does), tell him/her that the minimum requirement for a position in your office is a CV that has been constructed and housed on the US Chiropractic Directory. It is free and forces him/her to look good on paper. You are helping the entire chiropractic profession by mandating the highest level of professionalism on paper and will help the DC candidate get a job, get paid in private practice, work with lawyers, get included in managed care, etc. later in his/her career. This is the biggest win-win and a no-brainer. 
 
If a potential candidate is not willing to take that step, then do you really want him/her in your practice? Non-compliance means either he/she is lazy, computer illiterate or will not take direction from the owner (you). In any of these scenarios, you do not want him/her in your practice and this is a very good test. 
 
The next level of parameters are his/her credentials. You get to see who he/she really is, what he/she has accomplished and the basis for his/her success. A great metric for hiring someone other than an emotional decision. Our DC starts in 2 weeks. I will keep you posted on the progress.
 
Marketing Strategy
 
As I shared with you, this is a unique office as it is a Medicaid office looking to break into PI and add chiropractic as New York does not recognize chiropractic in the Medicaid system. Therefore, there are no relationships with lawyers or any other accident sources. The marketing strategy has 4 prongs:
 
1. We are setting a date for a lawyer lecture for 4 weeks from today and will repeat the program every 3 months to create quick relationships by bringing the lawyers to us. I will be presenting the same material I have for many of you. A lawyer lecture has been and will always be the best avenue to create instant relationships. We are instituting follow-up programs to ensure strong relationships.
 
2. Urgent care: We have set up an urgent care component, as previously shared, and have staffed it. Postcards will be flooding the region advertising the urgent care center. We are creating an internal referral machine.
 
3. Strategic alliances: We have used the tenants of Dr. Owens' MD Referral Program and have gotten credentialed to render CE credits for MD's, PA's and nurse practitioners. We have also created his prescribed "infrastructure" to ensure cross-referral success. We have started identifying those offices and hospital emergency rooms in our region that can potentially refer and will be rendering CE courses in those entities. This will get us "inside" the referral source so that we can gain their confidence and get the ongoing referrals. This is something that Dr. Owens is a master at teaching.
 
4. Social network marketing: We are in the middle of increasing our Web presence to gain referrals. The doctor, DC, who was hired is changing his contact information to the new office and will be using the US Chiropractic Directory to educate and motivate the masses to seek his care.
 
As time goes on, each of these programs will be further refined with additional strategies added. The last office I took on to build from scratch (6 years ago) went from ZERO to 365 patients per week in 6 weeks. Not all PI cases, but all paying patients. It is my goal to beat that in this office. I will keep you posted.

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