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Welcome to my open access blog.  This is a new feature in 2019 published twice monthly. For more frequent posting, greater topic details and strategies and years of archived articles please consider joining our members only blog.

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  • Tuesday, December 31, 2019 4:27 PM | Anonymous

  • Monday, September 30, 2019 6:37 PM | Anonymous

    Building relationships with MD's are similar to many others that we build. They are multi-layered, successful, unsuccessful, and filled with many nuances, variables, personalities and quirks that come with the territory. They can evolve into meaningful exchanges and respect between two providers and they can also crumble when not tended to. It adds another challenge to your marketing efforts and reminds us that approaching physicians is like any other relationship in that we must have enough rapport to have a meaningful exchange of words and for those that we value, we must spend time maintaining them.

    The relationships that we build will result in patient referrals. However, there are variances as to how many you might see. There is no magic number. I have heard many of you mention that you see only 2 to 3 MD referrals a month, and others reporting upwards of 3 to 5 a day.

    I am often asked, how long will it take to begin seeing referrals? That's a harder answer but I would say I would be surprised if with good effort you weren't seeing them within 6 months and hopefully much sooner. There are other variances to consider from local hospital politics, insurance issues and of course how busy of an MD office that you target can all play a role. For established relationships there is always the opportunity to expand upon the physicians knowledge of your services to expand the number of referrals you are seeing from one particular MD. 

    One benefit of a conversational approach is that you can continue to build upon your relationship. Conversations about other conditions that you can treat can be introduced to build upon the foundation you have already laid. Respect and understanding for each others clinical approach can be appreciated when conversations are steered in the right direction. Another benefit is the ability to trouble shoot and ask pointed questions that yield information, needs and objections.

    This week our membership blog focuses on this last point. What can you do if you think you are having positive conversations but you aren't seeing any referrals? How can you improve the number of referrals an occasional referring doctor is providing you? How do you handle a doctor who has been referring but suddenly stops or drastically slows down?  

    I speak a lot about relationships with MDs, how to reach out, how to build them and how to maintain them because as mentioned above without tending to them, they can go away. You spend a lot of time trying to get them started it's important to keep them going.

    My tip for all readers this week is to setup a tracking system that allows you to see where you need to spend the time, how long it's been and importantly what are the results. If you have good medical relationships but you aren't pleased with your results consider joining us in the membership blog. 

  • Thursday, August 15, 2019 4:30 PM | Anonymous

    You've had a positive meeting with an MD but you haven't seen any referrals. There are several likely causes but the two most common reasons are:

    1. Old habits die hard. An MD may have truly appreciated your approach and information with every intention of referring patients. However, they get busy and their regular routine is easy to fall back into. To overcome this problem make sure you are maintaining consistent outreach and when you are able to speak again, talk about their patients who aren't getting better with the regular approach, or patients who have tried and failed traditional care. This last step is effective at reminding them of your services when faced with a difficult patient as another possible solution when the "habitual" routine fails. Consistency on your part, will result in consistency on their part. 

    2. Objections. Did you uncover every objection the MD had? An objection can be any reason at all that simply means they aren't yet sold and not every MD will be forthcoming. You have to control the conversation and make sure you are asking questions that will help the physician voice any concerns. These can range from more serious concerns over safety to more simple ones such as insurance coverage and cost. The objections will vary from doctor to doctor which is why following a sales algorithm is so critical. If you're going to take the time to meet with MDs don't you want to make sure you actually get the referrals? If so, you need to know that it is not only about the features and benefits of your care but also uncovering and addressing physician concerns. If not, even the best presentation may fall flat.

    If a physician you have met with has not referred, then next time you speak, ask them if a question or concern has come up since you last spoke. This will allow you to respond to and overcome an objection to get things on track. 

    If you like what you're reading please consider joining our members only blog which provides more detail and content or try our online learning course  Marketing to MDs

  • Monday, July 15, 2019 12:34 PM | Anonymous

    It's not to early to start planning for National Chiropractic Health Month. I know it's not until October but you need to be ready to go on October 1st, not start planning. This is a great time to not only engage your current patients and attract new ones it's also a wonderful opportunity to work on your new and existing medical relationships. 

    To execute without pressure and to make the greatest impact, now is the time to start making initial plans, especially if you plan on placing any paid advertisement ads, renting space,  ordering specialty food and placing branded product orders. As all of these cost money, planning early ensures you have time to shop around and plan your budget. 

    ACA will soon be providing members with a NCHM campaign kit which will further aid in simplifying your events! But events such as these are not just for October, they can also be planned to boost the times in a practice that would otherwise be slow.

    January is a great example, when deductibles are reset and holiday spending is being paid off. August is another when families plan the last of summer vacations and pack in the rest of the summer festivities. November and December bring along the rush of the Holiday season and travel. All of these times interrupt the natural weekly rhythm and statistics of even the most established offices. 

    When you look at your practice stats do you see months that tend to have dips in them? If so, plan public relations events just in front of these slower times, or look to use these quieter practice times to book more public relations events and plan your other marketing efforts for a strong start when the normal routines return.

    Events can range from small daily office events to larger events such as community health talks. Each month, each week and each day has something that can be used to boost practice engagement and presence to help overcome anticipated practice lulls. But to be successful and mindful of spending, planning a couple of months in advance will yield the best results!

    Like what you're reading? Consider our monthly membership at only $4.95/month for more detailed planning tips, more articles and best marketing practices. 

  • Friday, June 28, 2019 10:04 AM | Anonymous

    Can't get past the front desk? Doctor won't meet with you? Don't give up there are other ways to meet MD's! Getting in front of an MD is one of greatest hurdles for most outreach efforts! Here are some ideas to enhance your opportunities!

    • Attend your local hospitals Grand Rounds. These are usually free to attend, don't require an RSVP and take place during lunch. To find them in your area try a Google Search with these key searches "Name of Hospital Grand Rounds" or "Name of Hospital Continuing Ed" Typically these will bring up the calendar of upcoming events. Look to ones that will be of interest to you and will appeal to those physicians you wish to meet. At the very least you'll probably learn something new!
    • Network with the MD's you can meet. If you already have relationships work with them to meet other specialists in their network. It helps open doors if you have an introduction and it helps quickly find the physicians your most likely to have success with. 
    • Patient Reports. Never underestimate the power of patient reports. Many DC's routinely receive referrals from MD's they have never met but did send reports to. Make it a habit to ask your patients to communicate with their MD's about their care and send a final report. 
    • Attend DO continuing education seminars. Many states allow some of these CE credits to apply to chiropractic CE's. This provides a great opportunity to sit side by side and meet physicians in your community. 

    Want more tips like this? Our members only blog provides more in depth discussions and ideas! Join now!

  • Friday, June 14, 2019 8:38 AM | Anonymous

    It's important to have a targeted goal and a supporting message with each outreach.  Running a chiropractic office is time consuming, so it’s critical to be time effective. Having a set goal and message will keep time on your side and make impact with the MD. A goal may simply be to meet and establish contact with an MD. Or, it may be to further a previous conversation. It will be different for each MD, but once you determine your goal, you can define your message. If a goal is to meet an MD for the first time, what’s important information to convey? In this case, your goal may be to uncover what the MD currently understands about chiropractic care and be prepared to talk about chiropractic basics such as a main condition chiropractic is known to be effective for. Future goals will be built off the outcomes of your previous goals and will include moving the conversation forward to educate the MD on a wide variety of topics including, which patients are suitable for referral and overcoming objections which are typically focused on treatment plans, scope of care, safety and costs. Be targeted with your outreach and you’ll make the most of every encounter.

    Additional bonus: By having a goal, you can move forward through an algorithm of sales that ensures forward motion and effective time management. This helps make the most out of each encounter.

    Like this post? The above post is a small portion of today's members blog post that includes 4 other tips for MD Marketing.  Join now for only $4.95/month. 

  • Friday, May 31, 2019 8:38 AM | Anonymous

    Can't get past the doctors front desk? Doctor doesn't have time to meet with you? Don't give up! Here are our top three tips to meeting more MD's in your community:

    1. Attend your local hospital's Grand Rounds. These are usually free to attend, don't require an RSVP and take place during lunch. Focus on topics that will interest you, allow you to ask intelligent questions, and which would attract other doctors who would likely have patients to refer. To find Grand Rounds in your area, try a Google search with terms like "grand rounds" or "continuing education" along with the name of your local hospital. The more integrated and active you become over time, the more likely you may be the one presenting at Grand Rounds!

    2. Network your existing MD relationships. Have a neurologist you know? Ask them to provide an introduction to their internal medicine friends (and other specialists). If that still proves to be difficult in obtaining time, make it worth their time and spike the interest factor by offering to sponsor a small round table discussion on back pain with an existing MD friend and his or her chosen colleagues. Just make sure to make it worth your time by controlling the topic, format, reminders and restaurant reservations! Tip - Have the MD provide the initial invitation.

    3. Patient Reports. Patient's medical doctors should be a top priority in your outreach, but if you're having trouble getting time with them go the more subtle route by sending them a patient discharge report. Many DC's routinely receive referrals from MD's they have never met as a direct result of taking the time to send a patient report. A simple short report at discharge (assuming this is not a medical legal case) is all that it takes to illustrate beginning and ending pain levels, treatments and length of treatment to really paint a picture on the efficacy of your care. Your intake forms should provide a space to request patient consent to share their progress, findings and outcomes to any MD they have previously seen for the condition that they are presenting to your office for.

  • Monday, April 29, 2019 9:00 AM | Anonymous

    Lately, I have seen more chiropractic advertising utilizing the terms “Doctorate in Chiropractic” and “Board Certified” but with no designation as to what they are board certified in.  Did you know there are possible advertising violations especially when using the “Board Certified” designation erroneously? Let’s review.

    The Chiropractic Degree

    A D.C. (Doctor of Chiropractic) or D.C.M. (Doctor of Chiropractic Medicine) degree is considered a 1st Professional Degree.  This degree designation is defined by the Department of Education as follows: 

    “First-professional degrees represent a category of qualifications in professional subject areas that require students to have previously completed specified undergraduate coursework and/or degrees before enrolling.  They are considered graduate-level programs in the U.S. system because the follow prior undergraduate studies, but they are in fact first degrees in these professional subjects.  Holders of first-professional degrees are considered to have an entry-level qualification and may undertake graduate study in these professional fields following the award of the first-professional degree.”  

    Other 1st Professional Degree’s include Dentists (D.D.S or D.D.M), Attorneys (J.D.), Veterinarians (D.V.M) Osteopaths (D.O.) and of course Medical Doctors (M.D.). 

    Using the term Doctorate

    The department of eduction defines the research doctorate, or the Doctor of Philosophy (Ph.D.) and its equivalent titles, “as representing the highest academic qualification in the U.S. education system.  While the structure of U.S. doctoral programs is more formal and complex than in some other systems, it is important to note that the research doctorate is not awarded for the preliminary advanced study that leads to doctoral candidacy, but rather for successfully completing and defending the independent research presented in the form of the doctoral dissertation (thesis).”

    Most often I see chiropractors referencing where they received their "Doctorate of Chiropractic" from or using the designation "Chiropractic Doctorate" in their CV's or "About Me" sections of their websites or business cards. There is no specialty for a doctorate study program in Chiropractic that I am aware of and thus no one D.C. that can truly say they have a “Doctorate in Chiropractic” although they may also hold a Ph.D. for another specialty in which case it should be added to their credentials as the designation can be supported with another degree.

    If a medical doctor asks what your doctorate is in they are assuming it is something more than your D.C. degree and looking for an answer more along the lines of an additionally credentialed specialty focus or in research. Yes “Doctorate” sounds fancier and super smart, and those who have earned this designation certainly are, but you won’t be feeling so smart when the medical doctors you are trying to work with call you out on the designation!

    Illegal? Not than I am aware of. Embarrassing - Absolutely!

    For further definition on the 1st Professional Degree and Doctorates visit

    Stating You Are Board Certified 

    All chiropractors take boards which they must pass to gain licensure - but that doesn’t mean you can advertise you are "board certified". When you say you are board certified (for your D.C. degree) it implies that you have more training than other chiropractors which is misleading and therefore in violation of medical advertising laws.

    We often see chiropractic specialties that are truly board certified referred to as a “Diplomate”  status and if you have one you should most definitely advertise the additional accomplishment. To see a list of specialty degrees for the chiropractic profession click here.

    These distinctions are more than just a potential source of embarrassment. There are possible regulatory repercussions in the form of advertising violations if you are found to be misleading in your advertising.  This is a major topic in my classroom and one guest lecturer I have in each trimester to discuss these concerns is Marc Abla from the Illinois Chiropractic Society who provides a little more clarity on the topic in this short video.

    Illegal - as in the sense of jail time? Probably not. In terms of $$ - most likely if it is reported.  Embarrassing?  Yes, all healthcare specialists abide by the same marketing laws - have you ever seen an M.D. advertise that they are “Board Certified”  for their M.D. degree?

    Please also make sure to check with your state board, that the title you are using is appropriate for your state (i.e. Chiropractic "Physician"). 

    Don’t compensate for your D.C. degree - it’s impressive just for what it is!

  • Tuesday, April 16, 2019 10:23 AM | Anonymous

    As we continue to watch the division across the country and mourn the death of George Floyd we also know many came before him. Racial profiling and inequalities are intolerable in this day and age.  

    We see many examples for participation and support being displayed in each of our individual communities. From peaceful protests, highlighting black owned businesses, and simply saying we stand by you.  

    As professionals in the community, we must also acknowledge and support our colleagues.  The American Black Chiropractic Association is one group that might appreciate a simple like, follow or comment to show our support. Their Facebook page is available here. 

  • Thursday, April 11, 2019 9:57 AM | Anonymous

    Stroke has been a long standing point of contention over the years between chiropractors and medical physicians. In 2007 one of our most compelling papers was published in Spine and JMPT (Cassidy et al) indicating that there was no increased risk of stroke with manipulation and rather that patients were likely seeking care for the symptoms prior to their stroke. Further studies would go on to illustrate that blood flow and injury to the arterial wall were also not caused by the head positions during SMT setup. Today we have a new study that not only states that "Manual therapy does not result in an increased risk of CAD" but one which is also relevant and important for screening patients, understanding the typical pain distribution associated with stroke and a step-by-step risk benefit assessment.  This is an absolute must read for all chiropractic practitioners, but also one to be shared with healthcare practitioners who still influence their patients treatment options based on erroneous and outdated opinions. For patients who may be nervous and influenced by headlines this paper would also be reassuring. 

    The full text can be found here:

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