012- The #1 Chiropractic Book in the World

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Hello and welcome to the Evidence Based Chiropractor. I AM your host, Dr. Jeff Langmaid. Today we're going to dive into a little bit of the research behind my book Marketing Chiropractic to Medical Doctors. It's a little bit of a different episode, but I think you're going to get a ton of valuable lessons from it. Before we get started, I'd like to say a few words about one of our primary sponsors. Rocktape is proud to be a sponsor of the Evidence Based Chiropractor. Rock Tape offers the world's best kinesiology tape, pain relief, topicals, mobility tools and functional fitness accessories. New from Rock Tape is rocksauce Chill, a powerfully cool pain relief topical in a convenient roll on with 6% menthol. It's stronger than the freeze competition. Rock Tape is more than a tape company, they are a movement company. Learn more and get access to your medical discount by visiting rocktape.com so if you follow the Evidence Based Chiropractor on Facebook, you probably saw a few unique posts. This week I posted about my book Marketing Chiropractic to Medical Doctors being released in stor soft cover being released on Amazon.com I truly humbled and honored to say that it's been consistently number one new release in Chiropractic across Amazon. Thank you. If you picked up a copy People have been picking up copies literally every single day and I've seen that they're being shipped around the world. If you picked up a copy already, I thank you. I hope you got great value out of it. Please don't hesitate to leave feedback via Amazon or just contact me directly whether through Facebook or at the Evidence Based Chiropractor. But today I want to touch on a few items in that book that I think are of extreme importance. So in the book itself we go through truly a step by step guide, how to build relationships, how to build a referral based practice and everything that takes place in that. But there are a few common lessons that I wanted to bring forth today because I think it's items that almost everybody can put into immediate practice. So one of them is building a list. So I'm going to talk a little bit about building your target list, building the list that you're going to reach out to doctors with and then the second component of that, we're going to talk a little bit about using the Socratic method when you're speaking with other physicians. Because ultimately, regardless of how you're meeting up with other people, healthcare professionals or otherwise, it's all about how you can serve them. Just as when we show up each and every day in practice, how can we best serve the patient? Well, that remains true, and I don't think it should get lost in the marketing. It should also be about how can you best serve the other individual. It's not about compromising beliefs, it's not about compromising integrity, but it's about showcasing the skills that you have and the attributes that you have, the best way possible, if it's applicable, to helping out the other individual. Without further ado, let's talk a little bit about list building. As most people that follow the evidence based chiropractor know, I recommend what I call a target list of about 50 healthcare providers, MD do otherwise in your community, 50 is not. There's no magic scripts, there's no magic number. But 50 gives a wide enough reach to be able to build some relationships. But it's not so wide that it's unwieldy, as if it was 100 docs. 150 docs. That just becomes very, very inefficient and complex. If you have the infrastructure to do so, great. But 50 is a list that everybody can start with. So in that list, I recommend again, 50 docs being in your target list. Just make an Excel spreadsheet super easy. Within that list, 75% of those docs primarily should be primary care internal medicine. Why? Well, 30% of primary care visits or internal medicine visits have to do with spine related complaints. So they should make up the heart, the meat of your list. 75% is what I recommend. Also. These are the practitioners, other healthcare providers that you'll be able to send your case notes to so you can show off the great results that you have in your practice more easily to these providers. So that's the other reason. So what about that remaining 25% of the list? What's the best direction to go with that? Well, I think there's a very simple answer. It should match the subspecialty that you like in your practice. So what do I mean by that? Well, if you take care of pregnant women in my practice, I like taking care of expecting moms. So the last 25% of my personal list I had OBGYNs, midwives, doulas, all the birth providers. If you tend to be more sports medicine. Let's say you've maybe had a diplomate in sports medicine extremity adjusting well. Put some sports med docs, put some local docs who are team physicians at other high school sports or semi professional or even professional sports. Put those docs on your target list. If you like taking care of seniors, put some geriatric specialists. So the bottom line is 50 docs, 75% primary care internal medic, 25% subspecialty related. That gives you a really nice starting point. With that being said, the three best resources, bar none in order to find These docs are WebMD physician search. I use it all the time. It is a great tool. The WebMD physician search. Number two ZocDoc. ZocDoc is a little bit limited because it's very new, but I think there's a lot of great information on zocdoc. Good old Google search as well, works wonders. But let's talk about two other sort of under the radar techniques that we've found to be extremely successful besides those three. Number one, simply driving around, you know your area of practice, perhaps in the same building upstairs or downstairs, you have primary care doctors, internal medicine doctors. So keep your eyes open. Look in that circle of practice that 2, 3, 4 miles around your practice. Also with that, ask your front desk, ask your staff members who are they using for primary care internal medicine. That's great information to have, but the truly smart chiropractor goes about it in this way. On your intake sheets, when every new patient comes into your office at near the top of it, you should have a space that asks who that patient's primary care doctor is. Additionally, I would recommend having something underneath that says may we communicate with this doc? Now I'm not a healthcare attorney, please vet this through your your proper legal channels, but get permission also to be able to communicate with that doc because then you can send case notes. So again, the really smart chiropractors take the time and on their intake sheets they ask who is the primary care physician? Because then guess what? Now you have a database from that day moving forward of every primary care and you can grid it out and most EHR systems will allow you to spit it out. Then you can just sort in an Excel file and you can find the most popular primary care internal medicine doctors for the patients of your practice. Again, what better people to reach out to than the people that you are already co managing patients with. Not only does this give you a lot of, in my opinion, I hate to say credibility. But not only does it give you a great conversation starter because you're already co managing these patients, but it also allows you to again, when you send the case notes, it allows you to show off the results that these patients are getting in your office. So that's a really short version of how to start building out that contact list. And again, in marketing, chiropractic and medical doctors. Pick it up on Amazon, pick it up on ibooks. We go into this in extreme detail and with our monthly membership program for all the evidence based chiropractor members. This is the heart of what we do. Each and every day we talk about it, we make sure everybody's on the same page, and we also make sure everybody's getting results. With that being said, let's talk about object number two in our podcast today. Let's talk a moment about using the Socratic method when you meet with other healthcare providers, I hear it from chirobacters all the time. I asked them, what's your experience with marketing to other health care providers? And time and time again I tried it. It didn't work. I tried it, it didn't work. I went to lunch and I saw no referrals. To me, that's a matter of not having a plan more than anything else. Imagine if you were playing baseball now, if you've never played baseball before and you grabbed a bat and you stood in front of Roger Clements, would you possibly expect to hit a home run? I doubt you would expect that because you didn't have a plan, you didn't have practice. If you never had instruction, you just would be going in there swinging wildly. The same thing happens when you meet with other healthcare providers, particularly MDs, and you kind of go in without a plan, without an agenda. The easiest way to do this, even the most introvert, if you're an extroverted chiropractor, you got this made in the shade. But even if you're an introverted chiropractor, I think when you go in with the Socratic method approach, it makes so easy and I actually think that this topic is so important that I don't want to rush it on the last two or three minutes of today's episode. So really I'd listen back for this. As far as your list building 50 docs, 75, 25 on those percentages, if you have the opportunity again, go to Amazon.com, you can type in simply go to Amazon.com, type in marketing chiropractic or type in chiropractic Marketing and my book is going to be the first one that comes up. I'd really encourage you to pick it up. I spend a great deal of time on it. I'm super proud. Proud of it. If you have the opportunity you want to learn a little bit, please go to Amazon.com and pick up Marketing Chiropractic to Medical Doctors over the course of some of our next podcasts, I'm going to dive into some of the specifics of exactly what we talk about in that book. We're going to keep coming with the research also, so we're going to have some great interviews coming up in the next few weeks. I'm going to dive into research. Those peer reviewed papers are still going to be coming your way hot and heavy each and every week, as well as some of the content within Marketing, Chiropractic and Medical Doctors and ultimately some of the content with the Evidence Based Chiropractor. So I really look forward to diving into all of this with you. I look forward to continuing to bring value and help you build your practice for what you want it to be. So have a great week in practice, Doc and I will talk to you soon.

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