Positioning- The Secret Sauce of Success. by The Evidence Based Chiropractor

Marketing guru's such as John Carlton teach 3 kinds of positioning.  Positioning your practice appropriately within your local community is perhaps the best long term path to success.  There are great, actionable, lessons that can be learned from each type of positioning. 

1-  The first type of positioning is establishing your "eye level".  In retail, this means literally having your product at eye level.  It is the best and most direct indicator of sales.  Relating this to interdisciplinary relationships; we should have our practice at "eye level" of other physicians in the community.  We should be engaging them on a consistent basis through Case Notes, Monthly Research Briefs, and occasional meetings.  This keeps your practice at "eye level" and not hidden on the back of the shelf!

2-  Second is where your "ad" appears in magazines and publications.  Ad agencies long ago learned to charge a premium for the first dozen pages of advertising in their publications.  Of course this is because while 90% of readers will look through the first dozen pages; not even 10% will make it to the end of the publication.  Our lesson to be learned from this is to keep our communication short and poignant.  Physicians are not going to read 10 page research papers, or 15 page case notes forms.  Quite simply, it is important to provide one page updates that grab their attention.  

3.  How you position your service in the "readers" mind.  This is perhaps the most obvious with how it relates to your practice.  Does your practice exude professionalism?  Do people in the community know that your office works with (not against) other physicians in town?  Have you positioned your office as the only logical choice for primary care physicians to make chiropractic referrals?  

As you can see, how we position our office will make a huge difference in our success not only with interdisciplinary referrals, but also with our friends and neighbors.  

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-The Evidence Based Chiropractor is the fastest growing chiropractic marketing group in the profession.  The service, founded and run by Dr. Jeff Langmaid, is dedicated to increasing chiropractic utilization by showcasing research.  Marketing to medical doctors through research is proven, cost effective, and can dramatically improve your incoming referrals.  Join us.  Lets grow chiropractic together.

The Evidence Based Chiropractor Launches a "Student Program"

Today I am proud to announce the launch of our "Student Program". Chiropractic students are taught the art, science, and philosophy of conservative spine care through a variety of fine institutions around the world.  However, many are unpleasantly surprised to learn that they do not know how to build a business once they begin their professional career.  Reaching out to other physicians in their community and building referral relationships is perhaps the most effective, elegant, and affordable way to build a practice.  The new Student Program at The Evidence Based Chiropractor is designed to provide students with many of the same features offered in our flagship membership as well as additional content made exclusivity for soon-to-be chiropractors.  It is available now, for free, to all Chiropractic Students.  

The "Student Program" features-

White Labeled Monthly MD Research Brief's

Building Your Brand - A Guide to Start Your Practice

The 5 Secrets to MD Referrals Report

The MD Meeting Report

and access to my Monthly Student Conference Call!

Learn more and join HERE. 

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-The Evidence Based Chiropractor is the fastest growing chiropractic marketing group in the profession.  The service, founded and run by Dr. Jeff Langmaid, is dedicated to increasing chiropractic utilization by showcasing research.  Marketing to medical doctors through research is proven, cost effective, and can dramatically improve your incoming referrals.  Join us.  Lets grow chiropractic together.

Maintenance Adjustments for Prevention Recommended by SPINE Journal- by The Evidence Based Chiropractor

A potentially earth-shattering study relating to the practice of chiropractic was released last year and you may not have heard about it...until now. SPINE Journal emphatically stated that maintenance (at a frequency of 2x month) adjustments to the lumbar spine may prevent future episodes of lumbar spine pain.   

Pain (VAS Score) and disability (Oswestry) scores were significantly reduced with the group receiving maintenance treatment.  In their own words,  "we suggest that maintained SM is beneficial to patients with chronic nonspecific LBP, particularly those who gain improvement after initial intensive manipulation to maintain the improved post-treatment pain and disability levels."

When powerful research such as this is produced for prescription medications, the pharm reps are banging down the door of every medical practitioner in the country.  However, aside from our promotion at The Evidence Based Chiropractor, I have not seen a single chiropractic organization mount a campaign which promotes this research to other medical providers.   

As chiropractors, we have an abundance of high-quality research which needs to be promoted and not left dormant!  This library of research will continue to build and it will be our task to make sure that others are aware of the value of our care.  

We have assisted hundreds of chiropractors (just like you) around the globe build referral relationships with other physicians.  Dr. Langmaid literally wrote the book on interdisciplinary referrals ("Marketing Chiropractic to Medical Doctors" is available worldwide on iBooks).  We are the unrivaled leaders in interdisciplinary outreach and marketing for a reason. 

Join us by the end of the month to receive zip code exclusivity and a FREE 30 minute implementation call!

The study- http://www.ncbi.nlm.nih.gov/pubmed/21245790

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-The Evidence Based Chiropractor is the leading DC/MD marketing and outreach group in the world.  Our service is dedicated to increasing chiropractic utilization by showcasing research.  Marketing to medical doctors through research is efficient, cost effective, and can dramatically improve your incoming referrals.  Join us.  Lets grow chiropractic together.

Commitment and Consistency: The Heart of MD Referrals by The Evidence Based Chiropractor

Commitment and consistency are two of the most important aspects of interdisciplinary outreach.  In Robert Cialdini's book, "Influence: The Psychology of Persuasion", he outlines these factors as part of a 6 step system to influence.  Additionally, he touches on building Authority.  At The Evidence Based Chiropractor, we believe these factors play a crucial role in developing referral relationships.  Commitment and consistency with your monthly outreach (case notes and our Monthly MD Research Brief's) establish a continuity of outreach and drive the establishment of your local Authority on conservative spine care.   Case notes alone provide some degree of social proof, but monthly outreach with research is a key aspect to establishing authority as the local expert.  

By reaching out with commitment and consistency and positioning yourself as the local authority on conservative spine care, physicians will be much more likely to establish referral relationships with your office.  You may choose to accelerate this process by setting up some MD Meetings and building rapport through personal interaction.  Regardless of the path your choose, reaching out to other physicians in your community through research is the first step towards building long lasting referral relationships. 

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-The Evidence Based Chiropractor is the leading DC/MD marketing and outreach group in the world.  Our service is dedicated to increasing chiropractic utilization by showcasing research.  Marketing to medical doctors through research is efficient, cost effective, and can dramatically improve your incoming referrals.  Join us.  Lets grow chiropractic together.

The Importance of Sending Case Notes- by The Evidence Based Chiropractor

On nearly every implementation call for members of The Evidence Based Chiropractor I receive questions about case notes.  Doc's are concerned about the how, what, when, and where about sending them to other physicians.  

Download a FREE Case Notes Template!

Often, they have been reluctant to do so because they don't want to send something amateurish or incorrect.  (Top priority is always to be in compliance with HIPAA and government law regarding sharing protected health information)

Research shows us that Primary Care Physicians received case notes approximately 70% of time when referred a patient to another MD.  PCP's only receive case notes 50% of the time when a patient is referred to a chiropractor.  

By sending case notes you are able to:

1. Show off the results of your care

2. Show that you are co-managing with the Primary Care Doctor

3. Get an additional touch point of communication for branding/name recognition  

We recommend our members send case notes at 3 different times- Initial Evaluation, Re-Evaluation, and Discharge from Active Care.  Often these notes can be process and faxed directly from your EMR/EHR.

Your Case Notes should include:

• Who- who is the patient? (patient name, DOB)

• When- when did they visit your office? (date of service)

• What- what did you find? (diagnosis)

• How- how are you going to move forward?  (treatment plan)

As you can imagine, these items will usually take up less than a full page.  If a doc requests additional information, then you can by all means supply it; however, a vast majority of physicians prefer just the basics as they will look at this page in the patients record prior to entering their exam room.  

By supplying case notes you are increasing communication and "touches" with PCP's in your community, they can see the progress of your shared patients, and you are assisting your patients with keeping an accurate health record.

If you would like more information regarding case notes I recommend reading my book, "Marketing Chiropractic to Medical Doctors" which is now available worldwide on iBooks and Amazon. 

Download a FREE Case Notes Template!

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-The Evidence Based Chiropractor is the leading DC/MD marketing and outreach group in the world.  Our service is dedicated to increasing chiropractic utilization by showcasing research.  Marketing to medical doctors through research is efficient, cost effective, and can dramatically improve your incoming referrals.  Join us.  Lets grow chiropractic together.