Why Research is Crucial for MD Marketing | Podcast Ep. 125

Hello and welcome to the Evidence Based Chiropractor. I AM your host, Dr. Jeff Langmaid. This week we are going to speak of a very, very important topic. If you have interest or are engaged with reaching out to MDs or other healthcare providers in your community. And really we're going to about why research is not only a foundational component of your outreach should be, but why it is crucial to getting the results you desire. So this is an episode. If you have any interest in marketing, growing your practice or bridging the gap with medical doctors, you are definitely going to want to listen through. So as I said at the top, this week is going to be really about why is research. Why is sending monthly research imperative crucial to your outreach? It's a question that recently came up in a very, very popular chiropractic group online. And I was shocked to see some docs hop immediately in and say, no way, you don't need to send research, just build a relationship and send case notes. Those are important points. There is no question that building relationship is ultimately what you know. People know trust and like you. They're gonna send you patients. So reducing that friction, getting people to become in a colleague type relationship with you is crucial. No doubt about it. Sending case notes, absolutely essential. It's one of the core tenants that we teach at the Evidence Based Chiropractor. And there are three verticals to relationship building case notes is one of them, meetings is another. But research is absolutely the third. And I wanted to take a few moments today and explore why that is so important. Make sure that if you are doing any outreach that you are doing it in the best way that you can to get the best results for your practice. And that is where I thought the advice kind of went askew. I just, I don't want it made me nervous that there are too many docs maybe out there that maybe they are sending case notes, maybe you are and you want to bridge that gap and build that relationship. But you think research is an optional component of it or a would be nice component. And I just absolutely don't believe that's the case. But not only do I not believe it, I've worked with hundreds of chiropractors. I've worked at multiple orthopedic hospital based surgery groups. I've just seen this stuff time and time again. So I wanted to share a little bit of my experience and a little bit of the why on all three components of relationship building, meetings, case notes and that monthly research. So sending case notes, we'll talk about that briefly and kind of get it out of the way. Case notes are extremely important. Nobody's office have ever been flooded with referrals by sending case notes alone. But what case notes do are three very, very important things. Number one, they showcase the social proof that your office exists, that people coming in, that's important. You know your practice exists, of course, but many people in your community probably don't and certainly many other healthcare providers do not as well. So a case note is a great opportunity in the bare minimum to showcase you exist. Number two is it showcases one level up from that one level better. This showcases co management. It shows that you're actively co managing patients with these other providers. That's fantastic. That's an part of case notes. And then the third component of that is showing off the results that you get. You know, docs working day in, day out with patients getting fantastic results, putting in the sweat, the blood, sweat and tears of owning a chiropractic practice and the results that we get as chiropractors. It really is only showed off in two ways, testimonials and case notes. So if you're not sending a re evaluation or an EV or a case note on the discharge from active care, then you're not getting the opportunity to showcase the results of people improving that progression. And there's only one other way you can show that and that's through testimonials which are typically B2C. So case notes are the B2B way, business to business way to be able to showcase the results you're getting in your practice. All of that's important, there's no question about it. There's some great software programs out there that help facilitate that, make it super easy. Some of them are EHR based, some of them are outside of that realm and just help you with the progress. Case notes, there's a few great products on the market doing exactly that. But I would emphasize do not stop there. Here's the deal with this. You can only indirectly control who walks in your front door and you have zero control. Meaning new patients, right? New patients that come in, you're indirectly controlling it. You're trying to control it by your marketing efforts, but it's indirect on who's gonna come in. And of those people who walk in, you have zero control over who their primary care doctor is. Literally zero control. So if you're only sending case notes, you, you are missing out on multitudes of opportunities to get touch points with these other healthcare providers. You could go months without having somebody walk through Your door that has Dr. Jones as their primary care doctor. And I just don't think that's a. Well, I don't think. I know that's not efficient marketing. You need to be top of mind for these individuals. This is where the monthly research comes in as such a crucial component. When you send monthly research, you have the opportunity to get your name in front of these docs in a 100% controllable fashion each and every month. That consistency is what drives results. And let's dive into this a little bit farther. I firmly believe that if you send a 10 page full research paper, which you shouldn't do for copyright reasons, number one, but if you did that, yes, punishment, that's not a value add to these docs. That is, you know, that is a chore. So this is where I'm also going to split hairs. Research is not just about blasting people with full research papers with no context whatsoever. That's punishment. That's not pleasure by any stretch. But when you can showcase a single peer reviewed piece of research, B2B every single month to these other healthcare providers, your logo's at the top. The paper is cited, the topic is clear to understand, they can read it in one to two minutes and it's a single page. You start really delivering extreme value to them and their practice. It gets you a marketing touch point as well, without being over the top. I say this jokingly sometimes with new members on our implementation calls, but you're not gonna send an MD a coupon, right? So when you reach out to them, it's important to put it in the right context and research. Sending monthly research guarantees you have your name in front of them in a professional manner. And each and every month, it is absolutely huge. It is crucial. It is what has driven more results than anything else that I have seen with hundreds of chiropractors. At this point, we've sent probably over 250,000 plus communications to medical doctors through our members. I mean, the results are just there. Now, the third part of this is the meetings themselves, right? And that is also, that's an accelerator that builds trust and rapport. I don't take anything away from MD meetings whatsoever. But here's the deal with them. They're hard to get and it takes a lot of time. On a list of 50 docs. Our docs start when they're reaching out. We love to see a list of about 50 docs that they're reaching out to in their community. A majority of those primary care docs. And what we see as success is if you're setting up calls, setting up meetings, excuse me, calling to setting up meetings with those individuals. Setting up about 10 meetings on a 50 doc list on your initial calls is fantastic. It doesn't mean that 40 are going to tell you to take a hut by any stretch of the imagination. But hey, people are busy. They're going to say, call back next week, can you call back next month? Doc's not doing that right now. You'll hear a variety of things that you can follow up applicably. So 10 out of 50 is a good spot. But again, 10 meetings out of 50. I want chiropractors, I want myself. This is where this all started. I wanted myself to have more at bats. I wanted swings, I wanted the ability to bridge the gap and build. And if I'm only getting one out of every five docs that I call that, I'm able to set up a meeting. If I can't control who walks in my front door, so I can't control how these case notes go out, that's just not good. It's not efficient marketing. It is better than nothing. No doubt about it. Do not get me wrong, but it is not being efficient, it's not being wise and it's not gonna get you the return. If you're already taking the effort by sending out the case notes, if you're already taking the effort by setting up some meetings, go that little bit extra and get your monthly touch points in there with the research. The other thing about research that I found is, you know, I'll go and teach at chiropractic conferences nationwide. There'll be 300 docs in a room. I'll break out, you know, journals that are award winning, papers from the spine journal from spine, from European spine Journal, whatever the case may be. And I'll showcase these papers. I'll ask how many docs in the room have heard of them. And I'll typically get three docs, maybe out of 300 to 400 chiropractors that raise their hand with award winning chiropractic research on the screen. My point there is how the heck do you think the primary care docs in your community are aware of this stuff? If you're not, it's a testament to being busy. Right? You're busy. It's hard to keep up. This is also why research is such a value add with your marketing to these docs. If you don't know about the research out there supporting chiropractic care, the breadth and depth of it's never been better. How do you expect the primary cares in your community to know about it? So this is where you can be a beacon of a leader. You can be an educator, you can be somebody in your community community that's willing to go above and beyond and share this information in a way that is nice, that is clean, that is elegant and that is powerful to stimulate those relationships. And if the doc is seeing case notes, he's seeing research and or he or she is then getting a phone call to set up a meeting. I think you're going to shoot a lot better percentage on those meetings when you've had name recognition with these docs. And that is why I think it is exceptionally important to have all three verticals. It's what we teach on at the Evidence Based Chiropractor. It's what it's evolved to and it's what we have the most experience with. I've been doing this day in and day out for coming on close to a decade at this point. And the results that we've seen, it's always refinement, it's always growth and it's always about getting the best, most efficient marketing for chiropractors to build their practices, to get the word out in their community and ultimately to help more people live better and more fulfilled lives. So I just wanted to touch on that was a little bit. We kind of went on a couple tangents there, but I wanted to touch on why research was so important as a core component of your outreach to other providers and also give some context on why. So that is why. If you have any questions about that whatsoever, hit me up. Jeff the evidencebasedchiropractor.com I'm happy to answer any questions that come across my plate. Leave us some ratings or feedback on itunes for this podcast if you haven't. We are approaching 10,000 downloads per week per episode. I want to get over that hump, so I'd love it if you would give ratings or feedback that way. And also check out the YouTube channel. I've been posting a lot of content there. YouTube.com the EvanSpace Chiropractor Hope you have a fantastic weekend practice and I will talk to you soon.

We appreciate you joining us for this episode of the Evidence Based Chiropractor. Learn more tips for explosive practice development at the evidence based chiropractor.com you can also join the Premier MD monthly membership, enabling you to use what you just heard to maximize results in your office.