How to Market Your Chiropractic Practice to Medical Doctors

Hey everybody, what's going on? This morning I am going to talk about the research behind MD marketing and how you can leverage it to get great results with your outreach. If this is something you want to learn more about, I'd invite you to check out our membership@the evidencebasedchiropractor.com but I wanted to break down what I'm seeing in this space and also some things that I've learned recently. So the model that I'm going to discuss and talk about is something that you can apply to your outreach starting today. It is also something that I saw recently discussed by by a guy named Frank Kern. So check out his stuff if you haven't had the opportunity yet. But it all starts ultimately when we talk about outreach. This can go for MD marketing or it can go for your traditional marketing as well.

But when we look at that, you can almost picture it as a pyramid, right? Where at the top and the bottom are these little slivers.

That is the weakest looking pyramid I've ever drawn in my life.

But at the very top here are.

People who are, in the case of MD referrals, these are the doctors who are ready to refer right now. You can notice that's a very small amount, right? We know historically medical doctors are slow to refer to chiropractors and there are.

Only a few who are ready right.

Now to do so. Now to get to those medical doctors, there's high competition, right? That is where everybody is reaching out and saying, hey, you know, how can we make things happen? That is what a high demand segment of the population.

Now what we have at the bottom.

Are those physicians who may never refer to a chiropractor. In my opinion, that's a small amount. They are the Luddites, as we would say. So they are individuals who are never going to refer to a chiropractor, no matter what. And that is okay in terms of marketing because we want to eliminate them from our conversation. So what do we have in the middle? In the middle, which is the biggest area, we have those medical doctors who haven't referred yet, but they are open to doing so. That is the middle of the bell shaped curve, or in this case the middle of the pyramid. Those are physicians who are warm to the idea, open to it, but they haven't gone through those mechanicals yet. But perhaps in the next 30, 60 or 90 days they'd be willing to make a referral and if the stars aligned. So how do you make the stars align? Right. That's what we're getting down to, we know a certain small percentage are already referring to chiropractors. We know a certain small percentage are never going to refer to a chiropractor.

But how do you get to the.

People in the middle?

Well, the way that you get to the people in the middle, whether it is marketing to medical doctors or whether it is marketing to the people in your community, is by content and outreach.

You can see handwriting is not where I excelled early in life. So content and outreach is ultimately how you warm that middle, right? How often are you touching them? How often are you having your messaging in front of them? That matters.

That is how you get to the middle.

Now you might be saying to yourself, gosh, content, I hear all about that. But it sounds challenging, it seems arduous. Perhaps I've tried in the past but haven't stuck with it. These are things I hear all the time. Now, if you want to automate that process again, become a member at the evidence based chiropractor. That's exactly what we do.

But also I will show you how.

You can produce content or how you.

Should think about content in terms of three big criteria. And those three big, big criteria ultimately are call to action, goodwill and value. So how do you or how should.

You reach out to those other healthcare providers in your community? Well, you should do it by reaching out with content, publishing things online, getting research briefs in their hands, showcasing case notes to them and taking meetings. Those are the three pillars. But during those, you always want to focus on three items. All of that content should do three things and three things only.

Provide value, build goodwill and have a.

Strong call to action.

So what do I mean by that?

Provide value. In the case of our research briefs with the evidence based chiropractor, it is a monthly touch point that's consistent content delivery, right? A monthly touch point with a piece.

Of research that highlights something they might not know.

That is value, Value, value. It is delivering information to them in an educational and entertain. That makes sense. So a research brief monthly to the physicians that you want to get to, which should be a majority of the physicians in your community, is one way to go about that.

Now the second thing with that content is it's building goodwill.

These play right into each other, right? You want to establish yourself.

So you might provide value with a.

Coupon in some cases. But does that provide goodwill? I don't know. So value, you want to think about value and goodwill as tied together. Now, in the case of a research update, it absolutely does that. In the case of a Case note as we advocate for it definitely builds goodwill. Sending case notes keeps doctors informed about what's going on with their patients, which not only delivers value, but really emphasizes goodwill.

So we have value with research. All right. Value with research, we have goodwill with case notes. Handwriting's a little tough right now. And then we have a call to action.

So the call to action doesn't need to be overt.

The call to action is where we look at things through the lens of meetings. So call to action is finding out.

What those docs like to do, what are their preferred treatment options? Right. So as we go through in the Evidence Based Chiropractor, it's extremely important to ask the doctors in your community when you meet with them, hey, what do you like to do with the patients you see that have spine or musculoskeletal complaints? Now, they're not going to tell you anything you don't know. I'll say that right off the bat, medication, physical therapy and referral to another specialist are going to be what they say a vast majority of the time. So how do you create a call to action without seeming sleazy or cheesy? One way to go about that, during a meeting, if a doc says to you, we love to prescribe medications and start with NSAIDs, you might say something to the effect of, hey, a lot of our referral partners start out the same way, but they get frustrated with patients that have GI complaints and they're unable to take those NSAIDs. They love to look towards our office to start those patients conservatively. We'd be happy to be a resource for you as well. You can see right there, just in that simple, simple statement, you've identified a challenge that they've had. You've overcome that challenge. You've provided value, built goodwill and had a call to action at the end. So that's a lot of information to dive into. If you have any questions about this, feel free to type them down in the comments below. Additionally, if you're serious about bridging the gap and building relationships with other healthcare providers, I'd invite you to become a member. At the Evidence Based Chiropractor. We go through all the reports that templates guides this process in detail and much more to make it simple and easy for you to reach out to other healthcare providers.

But keep in mind, when we think.

About reaching out to anybody, especially healthcare.

Providers, there's a small amount that are.

Referring, there is a small amount that will never refer, but there is a lot in the middle and reaching out to those individuals by providing value, goodwill and a strong call to action will help position your practice and help get more referrals and into your practice and more people under chiropractic care. So hope that was valuable for you. Feel free to comment down below and I'll talk to you soon.