As a Doctor of Chiropractic we should always be looking for ways to grow our practice and make our personal brand synonymous with the words authority and trust.
One way to aide in accomplishing this is to have a great working relationship with other medical professionals. What was once generally perceived as an easy task of, “Just pick up the phone and call them” can turn quickly into a daunting situation.
Here are strategies to help build your tribe of medical professionals in your local community.
1. Be a “Real” Person
If you want to reach other doctors, act like them. Simple right? Hardly
Contrary to perceived belief, medical doctors are living and breathing people. Yes, their ideas for how to best care for a patient may be slightly differing from ours, but at the core we are still all on the same team.
A lot of people turn into robots when they get in front of other “doctors” and freeze up or become the “holier than thou” doctor.
Don’t be that guy or girl.
You can be different:
- Talk like a real person (even if it means breaking a few grammatical rules).
- Be accessible. Answer your phone when they call, respond back to emails promptly and send over detailed notes about the patients you share.
Just don’t be someone you’re not. Be you and amazing stuff will happen.
2. Be Relevant
People don’t care about what matters to you; they care about what matters to them. If you want to attract more doctors, you need to stop thinking about yourself and start thinking about how you can help them and their practice.
One thing I see Chiropractors do is immediately try to “talk shop” to the other doctor the day they meet them.
They do not care. Why?
Because the word “chiropractic” holds no relevancy in their minds… yet
Remember: MD’s are taught to find a problem, prescribe, and fix it. Words like low back pain, neck pain, headache, etc are what these doctors associate with “chiropractic”. Be relevant in their terms and then let the conversation flow.
Eventually you will be able to go into the history of Chiropractic, show them a presentation on chiropractic and channel your inner BJ Palmer, but not at first.
The first thing you should be doing is figuring out how to help them. Be their best marketer. Send them patients, answer any questions they toss your way and be a cheerleader for their practice.
Over- the top generosity is the best marketing you’ll ever do. Nothing builds an audience faster than freely giving without expectation
3. Create a Bond
In the words of former Navy Seal, Marcus Luttrell, “Bonds are created in times of Adversity”. If you are working with another doctor by managing a case, use this “Adversity” to build a bond with that doctor and his/her staff.
Do a great job caring for that patient and then follow up with that doctor. Forge that bond further by sending over your detailed notes and pick up the phone and have conversation about your care plan. Show them that you are responsible for the patient and want to work with them further.
4. Make them a Super Star
Everyone loves to see their name in “lights”. Highlight the doctor. Write a blog post about them and their practice. Grab your iphone and do a quick interview with them on camera. Perhaps even create a page on your website for “affiliations” and put their practice logo and a snippet about them. Make them a Super Star.
When you make your practice about other people, they’ll make it about you.