103- 3 Crucial Pillars of MD Marketing

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Hello and welcome to the Evidence Based Chiropractor. I AM your host, Dr. Jeff Langmaid. Happy Holidays. This week's episode is going to be a sweet one. We are talking about the three pillars to bridging the gap in building referral relationships with MDs. But do not be confused. When I say medical doctor, I mean it could be any healthcare professional, MD. Do midwife, doula, young, you name it. A lot of the same principles apply and today we are going to go through the three pillars that you need to know and know how to execute on to bridge that gap, build those relationships and get more new patients in your practice. Before we do, I'll say a few words about Rock Tape. Roc Tape is revolutionizing the soft tissue world again with new Rock Blades Mohawk. Featuring three tools in one, a surgical stainless steel hand polish tool and two attachments attachments, a silicon sleeve and an ABS comb. Rock Blade's Mohawk unlocks never before seen treatment protocols to reduce pain, improve mobility and address issues like nerve glide and neuropathy. It's 175 bucks, which is a killer deal. Check it out and learn more about their educational opportunities@rocktape.com Mohawk but as we said at the top today it is all about bridging the gap and building referral relationships. I always ask docs, I have a lot of docs that come on board with the evidence based chiropractor in our membership because that's what we do is help chiropractors build relationships and we do it better than anybody else. But I will tell you if you are like many chiropractors out there, often I say how many referrals have you gotten from an MD or a DO over the last month? And the answer typically is yes. That stands for just about zero. So if you are like a typical chiropractor, do not fret if your numbers are low of referrals coming in currently. That is exactly why today we're going to talk about the three pillars and the three things you can do immediately to start bridging that gap. And one of the things, there's many things that I like about bridging the gap and building referral relationships, but one thing in particular that I like about it is it requires very little maintenance long term. So I like marketing. I like ads I like Facebook and all that fun stuff. But the bottom line is with many of those things, you take your ad out of the newspaper, well, it's no longer there. You turn off your ad on Facebook, nobody sees it. It is all about the money at the moment. But the great thing about building a referral relationship is that it requires very little maintenance. Once you build that relationship, it should generate fruit or referred patients for many, many, many moons coming into your practice, which is awesome because that helps you be more efficient, it helps you reduce overhead, it helps you run leaner, which creates more profit for you as the doc, as the clinic owner, which is never a bad thing. So the three items that I want to touch on today, those three pillars, in my opinion, are key case notes, number one. Number two, it is monthly research updates, that is number two. And number three is the MD meeting. And again, when I say md, it could be any healthcare provider. But meeting those docs, sending research and updating through case notes are three absolutely crucial parts of bridging the gap and building the relationship. Now we address all three of those components and much more with a membership at the Evidence Based Chiropractor, our members of all the reports, tools and guides. If you're not ready for that, just visit us at the Evidence Based Chiropractor and check out all the free tools. If you click up at the top, there's a resource button and there's a bunch of free tools that you can download to get started as well. But let's dive a little bit deeper on all three of those specific pillars related to bridging the gap and building relationships. And we'll start with number one, we'll start with case notes. Now, I will tell you right off the bat, case notes have never flooded an office with referrals ever. But what they do is a very important component. What they do is they showcase the social proof that you exist and that people are getting well by coming into your practice. Two very important things. The other item that they do really number three on that is they start that communication. So there's been previous research that showcased that, you know, medical doctor to medical doctor, do, to MD, et cetera. 90 plus percent of the time those individuals are sending updates or case notes regarding the patients between them. And what they found when they threw chiropractors in the mix was that dropped to like 6% or something. So one of the big hindrances to referrals for a lot of docs is if they refer to a chiropractor, they're unsure if they're gonna know how the patient's doing. So sending case notes bridges the gap through the best way possible through the patient patient centric care. But I will recommend keep your case notes short. I see too many docs that send 10 page case notes in every orthopedic. The other docs don't care. Keep it brief, let them know date of service, patient name, diagnosis and treatment plan. Again, date of service, patient name, diagnosis and treatment plan. Those are the key components. We actually have a template in the evidence based chiropractor member vault specifically regarding case notes. Also, when should you send a case note? Not every visit, that is for sure. We recommend on evaluation, reevaluation and discharge from active care. I talked to a doc last week that sent the case note on the evaluation but never anything after that. And I said you are missing out on a huge opportunity. I said do people typically respond well when they come into your practice? Yes. Well, why don't you showcase it? So he was going to start sending those re eval notes or those discharge from active care notes as soon as possible to then showcase. Here's where a patient came in doing a great job showcasing the social proof that you exist, that people come in but show the results, show off the hard work that you're doing in your practice. So again, case notes number one pillar right there. Number two, research updates. To me research updates are crucial and it is what we do best at the evidence based chiropractor as well. So research updates are important for two reasons. Number one is planting your flag as the local leader, as the expert and marketing. Not with scammy cheesy junk, but marketing through education. There is nothing better than that and there's nothing better from a healthcare point of view than doing that through research. The other component is that it's a fantastic tool not only to up your game but but to level up the playing field locally. Here's an example of this. I've said it before but I'll typically present regarding research at chiropractic conferences. And I'm presenting let's say the top 10 chiropractic research articles that every, I mean these are award winning papers from non chiropractic focused journals that just like flooring me. And I say how many people have heard of this? And one hand goes up out of 250 docs. That's not an indictment of chiropractors, but that's saying hey I how the heck do you expect your local primary care doc to know about the research if you don't so it's a great opportunity monthly to give research to the local docs in your community to showcase you are willing to go above and beyond for your referral partners in town and that you take your practice seriously, but that you also really focus on providing the best patient care and in my opinion, and exposing docs to research, saying I acknowledge that you're busy, I acknowledge it's difficult to keep up. This is where my office takes pride and goes above and beyond for our community providers. That is the power of research. Now at the Evidence Based Chiropractor, all of our members receive that as a monthly research brief that's white labeled with all of their practice information. So there's nothing that says it's from the Evidence Based Chiropractor. They're beautiful, they're awesome and they work. They check it out@the evidencebasedchiropractor.com if you want to learn more. But if you want to build your own, go for it. But research is the way to go for sure. The third component in all three of these, by the way, we could go down rabbit holes. I might in the coming year actually devote a full episode to each one of these topics because they are deep and today we are moving pretty quickly through them. But I wanted to give you the overarching theme so then when we do a deep dive and everything will already be familiar. So at the top again we touched as case notes being number one, keep them short, keep them simple, eval, reaval and discharge from active care. Number two, we just talked about monthly research updates providing value to the other providers in your community. And number three is meetings. Perhaps the most robust topic that will stay high level for today. When you meet other doctors it builds rapport like nothing else. But I find maybe you're one of these docs. I met with a medical doctor one time. It didn't work out. I didn't see anything from it. So forget about it. Not a good idea. You need to go in strategically. So I see too many docs that are focused on I want to go in and just pitch chiropractic for an hour and have the podium and that's just not the way it works in the real world. Let's talk about it and let's take it seriously. I believe the best thing to do is ask questions. When you meet with another doc and ask questions, use the Socratic method and find out who they are seeing and what they are doing for those patients until you know what they are doing, what's their typical treatment choices and how do they go about it? Now I'll give you a little bit of an insight. If you're meeting with a primary care doc, it's typically going to be NSAIDs, physical therapy or referral to another specialist. There are easy ways to overcome all three of those that we can talk about at a later time, or you can check out by becoming a member at the Evidence Based Chiropractor. But asking questions and learning about what they do is how you find your value add. How do you make things easier and or better for them? You need to ask questions first instead of just beating them over the head with chiropractic. In my opinion, my experience and experience of hundreds of members of the Evidence Based Chiropractor utilizing case notes, beautiful monthly research updates, building rapport and establishing your value add through meeting with other healthcare providers is the ultimate trifecta to bridging the gap and building referral relationships. I don't know about you, but I cannot wait to go deeper on all three of those topics and we are definitely going to on upcoming episodes of the podcast. But that is a primer to start your gears in motion to understand how you can bridge the gap, how you can build relationships, how you create more new patients and more revenue in your practice. Which definitely is not a bad thing at all. Also, one big ask if you have not left a rating or a review or feedback, the new iTunes application lets you do it right from your phone. So when you finish listening to this episode, please leave us a rating, review or feedback on itunes. It helps more and more chiropractors find us. And I hope you have a fantastic week in practice Doc. I will talk to you soon.

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