This is a great way to stay current with the latest research. The only problem is that many of the papers will not be free. But, you can still read the abstracts and get a pretty good feel for the article. And then, if you want to purchase- you can.
From there, I recommend sending a monthly research update, or research brief, to your target list. This brief should be a single page, engaging, and visually stunning. By keeping your brief, well… brief (see what I did there) it will have maximum impact.
WARNING- do not send a 5 page paper that is all type with no pictures! I can assure you will not be read and will be a big waste of time and resources.
Next, you will want to follow up with case notes. You have patients coming into your office everyday getting great results. Are you showcasing these results?
For our purposes in this section we are not stalking about showcasing them online. We are talking about showcasing them to their PCP. You are already co-managing these patients with their PCP (whether either one of your is aware or not).
The social proof generated by sending case notes, and showing off the great results of your care, will be an invaluable asset as you reduce the friction and encourage referrals into your office.
Now, whats the number 1 cardinal sin when sending case notes?
First, is make sure you have the patients permission and are within the letter of the law regarding HIPPA compliance. Unfortunately, you wont be helping too many people if you end up in the clink, so consult an attorney if you have any questions regarding the sharing of protected health information.
Aside from that, the real sin is creating a case note which is TOO robust and never gets read (sound familiar?).
Your case notes should have 4 simple items:
Date of Service
Its that simple.
Keep your case notes short. Don't list every orthopedic test. Don’t list every palpation finding.
After you send them, the PCP is unlikely to look at them before he sees the patient again in his/her office. Then, it will be a quick look at your note before entering the room with the patient.
If your case note is too long- good luck. They will be skipped over.
But, if you list the four criteria above- you will give all the pertinent information needed for that doctor to ask the patient, “how are you doing in Dr. Chiropractors office?”.
Which is exactly what you want. BOOM. Social proof and an opportunity for the patient to tel the doctor about the great work you have been doing.
Finally, we get to the third leg of the stool. The MD Meeting. Meeting with MD”s is perhaps the greatest accelerator to building referral relationships. It tie’s together the Monthly Research Briefs and Case Notes.
When meeting with a physician it is important to find ways to bring value to their practice. The best way to do this is to ask questions.
I recommend a 3 question socratic approach.
Do you see patients that suffer from spine-related complaints?
What types of spine complaints have you seen lately?
What is your current treatment protocol for these patients?
These three simple questions will give you everything you need to know to properly position your practice for referrals.
First, you want to be sure the doctor is currently accepting patients with spine complaints. Obviously this is important so that you don't waste time in an office which would never become a referral partner.
Second, you want to find out if they are seeing any trends with their patients. This gives you a patient profile. By identifying the profile of the patients they are seeing more commonly in practice, you will better be able to position your practice and create a value add.
Third, and most importantly, you will want to identify their current treatment protocol. Are they referring to Physical Therapy? Treating in-house with NSAID’s? Referring to a Pain Management Doc?
We have distinct advantage over all 3 of these options that I teach within The Evidence Based Chiropractor marketing program.
You don't need to hit a homer on your first at-bat.
If you really want to accelerate your growth, get ALL the systems, tools and resources to build referral relationships then I encourage you to become a Member of The Evidence Based Chiropractor.
Many of our members have DOUBLED their incoming MD referral as a result of using our systems and processes. The best part is that we will give you all the tools to get started immediately.
No wasted time, no wasted money, no wasted office staffing.
Also, did I mention……no risk?
Many of our Members have a Monthly plan with no long term contract.
Discover the future of chiropractic marketing here.