Jeff Langmaid advises chiropractors to leverage existing peer-reviewed research as a marketing and community-education tool. He recommends a simple, repeatable process: share one peer-reviewed piece of research per month, presented accessibly (not full 20-page papers), to build professional credibility and encourage action among patients and community members.
So this is where research becomes a huge ally of ours. If our research sucked, that'd be hard. We have great literature supporting what we do. It comes out all the time. There is a backlog of stuff. If you've never outreached that, you have 10 years worth of stuff before you even have to think about trying to find something new. But getting out there with it is important and it gives you that touch point. If you start sending people 20 page research papers, you are punishing them, you are not helping them. Nobody wants to read that stuff. So if you're going to do the outreach, the onus is on you to frame it in a way that matters to them. So that is why we use a very simple process. One peer reviewed piece of research, one time per month. A doc gets that. At worst, they're seeing your name in a professional context, becoming a leader in education, in your community. At best, they're going to take action ultimately with their people. It's always going to be looked upon in a positive light. It's value add to them.
