Jeff Langmaid shows chiropractors how to share one peer-reviewed paper each month with a short frame and quote. Takes a minute to do, builds your credibility as a local expert, and keeps people from tuning out because you're not dumping the whole study on them.
So this is where research becomes a huge ally of ours. We have great literature supporting what we do. It comes out all the time. There's 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. It's crazy. But getting out there with it is important and it gives you that touch point. I always say 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. That is why we use a very simple process. One peer reviewed piece of research one time per month. Cite it, put some quotes and frame it with your own words upon how and why it matters to them, their practice and their patients. 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.
