Chiropractic Marketing

Getting Chiropractic Referrals from MD's with Research

Getting referrals from medical doctors with research is one of the most significant untapped chiropractic marketing strategies and opportunities.

But, don't limit your thinking to only medical doctors. We often say "MD Referrals," but you may be looking to build referral relationships with a variety of different healthcare professionals in your community.

Building Your Target List

The first step in getting referrals from other healthcare providers is to build your Target List. Your Target List will contain all of the doctors you are actively reaching out to and will help keep you organized.

If you're a chiropractor focused on pediatrics, you may want to focus your target list on OB-GYN's, midwives, doula's, and pediatricians. If you are more interested in taking care of the Crossfit community, you may choose to target gym owners, personal trainers, and sports medicine physicians.

Once you have created your Target List, then you begin your marketing and outreach.


The Three Steps of Getting MD Referrals

  1. Sending Case Notes

  2. Monthly Research Briefs

  3. MD Meetings


With years of experience and thousands of referrals, we have discovered that a three-legged approach is the most effective when building referral relationships.

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The first leg is to begin sending Case Notes to showcase the co-management and results you get with your patients. The second one is sending Research Brief's monthly which we're going to focus on here. The third is setting up and executing MD Meetings, where you have the opportunity to learn more about their practice and how you can help them and their clients achieve better health and wellness.

So why is research so important?

Research is your marketing. It's the only controllable aspect of your marketing, and it provides the consistency needed to get results.

By sending monthly Research Brief, you can guarantee top of mind awareness and positive branding, by positioning your practice. Consistency is the primary factor that drives the success of any marketing program. Monthly Research Briefs give you the chance to have consistency with your message.

Become a doc that is consistent and stays top of mind by sharing the latest research is a unique way to position your self in your local healthcare community. It doesn't require you to resort to cheesy tactics but instead allows you to market your practice in a way that you can be proud of.

Also, by "dripping" research each month, you can create far more impact than you could in a single meeting. As an example, if you meet with a doc, I would not recommend trying to tell them everything they never wanted to know about chiropractic. It's overwhelming and counterproductive.

Your monthly Research Updates drip the information to them every month. These monthly Research Briefs are the perfect tool to disperse an avalanche of pro-chiropractic information over a period of time. That process is way more impactful and effective at building referral relationships.

Research isn't the only way to do it, which is why we have Case Notes showcasing co-management and the great results you get in your practice as well meetings which build trust and rapport.

But remember, 95% of the "sale" in the follow-up. If you rely on only Case Notes and Meetings, you will be missing out on the consistency of your message. With Case Notes, you can't control who walks through your front door; so they ebb and flow with volume and are uncontrollable. Meetings are great, but clearly, you can't personally visit each doctor office on your target list each week.

Your monthly Research Briefs provide a monthly touchpoint, and a controllable marketing asset.

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Researchers have produced an abundance of papers supporting chiropractic care as one of the most safe and effective treatment options available, yet we hover at less than 15% utilization because very few of us build a sustainable practice with consistent referrals coming in from other healthcare providers.

It's our job (you and me) to get this information out to the public on our social channels and to the other healthcare providers in our community.

If you'd like more information about how you can systematize and automate that process to get results faster, then become a member of The Evidence Based Chiropractor today.


Ready to grow your referral base? Listen in to The EBC Podcast for weekly research updates and marketing strategies. If you’re ready to grow FASTER- become a member of The Evidence Based Chiropractor today.

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How to Get Referrals with Chiropractic Case Notes | FREE Template

Are you sending case notes?

If you're like most docs I speak with the answer is unfortunately "no." Maybe you think it takes too much time, perhaps you don't know what to send.

Either way, if you are not sending chiropractic case notes, then you are missing out on an enormous opportunity to showcase the co-management of patients, show off the fantastic results of your care, and begin the process of building referral relationships.

Sending chiropractic case notes is the foundation of building referral relationships with other healthcare providers in your community. If you think you are too busy, or that case notes are a waste of time- then keep reading. It's easier, faster, and more impactful than you think.

This article will show you the four key elements to have on every single case note that you send. Additionally, I'll show you the best time and cadence to send those notes (it's NOT on every visit). By the end of this short article, you'll have all the information you need to send out effective case notes quickly, start bridging the gap, and begin building referral relationships.

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Spoiler alert: Case notes alone have never flooded a chiropractic office with referrals. Sending notes is not a silver bullet to building a relationship. But, sending timely and well-crafted case notes is an essential foundational layer of our physician outreach.

Benefits of Sending Case Notes:

1- Showcase the Great Results You Get with Your Patients (B2B Testimonial)

2- Social Proof of Co-Management

3- Additional Marketing Touch Point

I like to think of case notes as patient-centric testimonials. Most practices are hyper-focused on getting Facebook ratings and Google reviews. These type of reviews are known as B2C marketing. They are business (B) to (2) consumer (C) outreach. Reaching out with B2C testimonials is great...but, what about the other half of the coin?

The other half is your B2B channels. These are your business to business testimonials- and there is no better B2B communication than a case note. Your case notes show the social proof that you are actively co-managing, as well as the fantastic results you get with your patients in your practice.

If I asked you the question of what percentage of your patients leave your office happier and healthier than when they first walked in, I bet your answer would be over 90%.

My next question is, how often have you taken the additional 2 minutes to create a case note that shows off those unbelievably fantastic results? Probably not as often as you could or should!

Not sending case notes showing off the results of your care and the improvement of your patients is a huge missed opportunity that you need to start taking advantage of immediately.

So how often should you send case notes?

We have seen the best results by sending case notes at initial evaluation, any re-evaluation, and discharge from active care.

Discharge from active care is defined as the last visit before a patient goes to as needed, PRN, maintenance, or wellness care. Anytime you are billing a 99201-99204 or 99212-99214, that is a good indication that you should be sending a case note.

What to include in your case notes:

The 4 Essential Components of a Case Note

  1. Patient Name

  2. Date of Service

  3. Diagnosis

  4. Treatment Plan

Your case notes should not be long and include every test under the sun. Powerful, effective case notes are typically concise (under 1 page) and contain four critical pieces of information.

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Just as a primary care doctor doesn't care about what size screw a surgeon uses during an operation, they don't care about every single orthopedic test you performed.

They do care about, who did you see (patient name), when did you see them (date of service), what did you find (diagnosis), and what are you going to do about it (treatment plan)? Keep it simple.

In an ideal world, your case note should be leaving your office as a one-page document. I say that for pragmatic reasons. When I was working in large scale orthopedic groups, we'd continuously get case notes from doctors in the community.

Unless they were relating to an emergency, the notes would be put into the patient chart by a medical assistant and not looked at until the patient came back into the office. The patients next appointment could have been two days, two weeks, or 2 months after the case note was sent.

Let's get real if the doctor is walking down the hall ready to see the patient, and they open the chart to find a 10-page case note from you...it's not getting read! But, what if they open the chart and see a one-page note which clearly and concisely shows your name, the patient diagnosis, the date of service, and the expected treatment? You now have a high likelihood of them opening the door and asking the patient how they are doing in your practice.

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As we went through earlier- the odds are in your favor! Chiropractors typically have sky-high patient satisfaction and remarkable results. So there is an excellent chance that the patient will praise your care- which is precisely the "win" you are looking for.

Think about how many patients you see each month in your practice. Then, think about how many in-active patients have been in your practice since you opened your doors.

Now imagine you had sent case notes for every eval, re-eval, and discharge visit for these patients. You could have hundreds, thousands, or maybe even tens of thousands "touches" to other healthcare providers showcasing the great results that you achieve. I KNOW that would make a massive difference in how many referrals you get each month.

Before you send a case note, you need to know who you are sending it to. The easiest way to do this is to make sure you have a spot on your intake form for patients to enter their primary care doctor.

Typically, this will be filled out 50-60% of the time. When it's left blank, I recommend asking a simple question:

“Hey, John, I noticed you left this blank. We'd love to have that information to communicate and coordinate your care. Do you mind if we have your primary care doc name?"

By asking that question, you should be able to collect the primary care doctor information on 90% of the people who begin care in your practice.

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Case notes are one leg of the referral relationship stool. The others are sending research updates (marketing) and taking meetings (trust and rapport). At The Evidence Based Chiropractor, we've had the honor of working with hundreds of chiropractic practices. Using our system, they have generated tens of thousands of referrals that have resulted in millions of dollars in additional revenue.

Think about the amount of time you spend with your patients during treatment. Think about the energy, effort, and expertise it takes to help them get well. To not take 5 minutes and show off your results with case notes is crazy!

If you want to start getting more referrals from other physicians in your community, then become a member of The Evidence Based Chiropractor. I'd love to work with you. You'll receive the entire process, tools, support, and systems needed to bridge the gap. Get out there showcase your practice and improve the health and well-being of the people in your community.

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