Click here to download the transcript.
Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors. We suggest you watch the video while reading the transcript.
Hi, I am Dr. Mark Studin, and today with ChiroSecure we’re gonna bring you something a little bit different. We’re gonna delve into marketing in chiropractic because the world is changing. With the advent of AI and corporate medicine, bringing in chiropractic, et cetera, you’ve gotta be able to maintain your market share.
So the message today is. How to market and how to do it effectively and with what’s going on in the industry. So let’s go right to the slides. You ready? We’re gonna talk about top of mind marketing and top of mind is very important. What does top of mind mean? If you deal with attorneys, you’re gonna want to take them out for breakfast, lunch, and dinner.
Click here for the best Chiropractic Malpractice Insurance
Be with them in a, in an environment. So you’re, they think of you, you’re top of mind. When you deal with medical doctors, they think of you, you’re top of mind when you’re with any industry referrers, whether it be clergy, whether it be chamber of Commerce. You go to meetings to stay top of mind.
So when we look at that and we consider all of those things, and we look at corporate medicine now, corporate medicine. Is heavily involved in chiropractic and you’ve got the BlackRocks of the world, the heavy hedge funds, who realize that chiropractic plays a huge role because they want to get to the pain management cases and the neurosurgical cases, and they’re using chiropractors as feeders into that.
Get a Quick Quote and See What You Can Save
So they’re bringing chiropractors in all around the country now, unlike One 800 Dental or Dental smiles.com. You’re not gonna see one 800 car chiropractic or et cetera. And I’m not talking about those organizations that do like $12 adjustments. Okay. Not those bastardization organizations that, that, hurt chiropractic.
These are ones where they’re using chiropractic and you know what? These corporates are getting 200 new cases a week, and that sincerely. Because these corporations only want two things from you. They want all of your cases and all of your money, and they’re using chiropractic to funnel into their system, and they’re using it based upon statistical analytics, and they’re doing it with tools.
How do they attract so many cases? One, they use it with ai, which is a whole different topic we’ll get to maybe next month. But they also use top of mind consciousness and reviews just as we outline here, top of mind, consciousness and reviews. And how do they do that? It’s simple how to create top of mind consciousness.
Awareness. Awareness. You like that? Awareness? In order to do that, there has to be some rules. You have to look at your ROI and corporate medicine looks only at their ROI and they’re like laser locked on that. So to do top of mind awareness, and I’m gonna share with you what that is in a moment, it has to be revenue neutral, can’t cost them anything.
So therefore you need automation. If your people demen depe people dependent, it will destroy your ROI. So you have to be careful not to churn money in trying to maintain or keep up with the proverbial Joneses where you’re churning money and automation will prevent you from churning money. Now again, I’m circling the wagon and I’m not getting to the issue, but let’s start digging in a little bit to the issue.
How do you attract so many new cases? 200 a month. When you do top of mind consciousness, every one of your evals and re evals must be sent to the MD primaries. The MD specialists and the lawyers, every one within a 10000th of the second of signing off on the report. Now, how do they do that? How do they do that?
It’s very simple. In advanced EHR systems. You’re not gonna see this in any contemporary or any historical chiropractic system. They go, oh we have ai, we have this. By the way, even in the headline of the dynamic Chiropractic Journal, which I’m holding up right now, the headline is Understand AI’s blind spots in healthcare and with notes and with your note taking systems, there are blind spots and it just doesn’t work.
Medicine does this well, really well in their EHR systems, which by the way, is one of the reasons I took EMR Chiro and I partnered with Advanced MD because they do this stuff. In other words, once you sign off electronically on your note, the system, the second you sign off, it’s been automatic, automatically sent to that MD primary, the MD specialist, and the lawyer to help build your reputation.
Hopefully you’ve got great notes in there. Hopefully your note system has guardrails as we put in there to ensure it’s perfect. That’s called top of mind consciousness. I had an attorney tell me here, the doctor sent me the report and I never requested it. It didn’t cost me any money. If it’s an orthopedist or neurosurgeon, no matter how much you increase their settlement to verdicts, if you don’t send the reports immediately, you will forever lose the referral source.
They’re already doing it. Intense market research says when the doctor constantly says, without the lawyer asking, they get that referral. MDs, you want to get, you want to have a family practice, you wanna have a sports practice, md, primary C, probably about in between 30 and 50 musculoskeletal cases a week, and probably more than half of them are related to spine.
So you’ve gotta stay top of mind consciousness with those folks. And by the way, reviews star reviews, social media reviews within the patient portal. Just like in the hospital. These EHR systems have patient portals, and I know Advanced MD has again, which is why we partnered with them. It prompts the patient to write a star rating review, a five star review, and if it does less than that, there are programs that’ll scrub that.
If the EHR system, if your current chiropractic system is sending you out to a review company and you’re charged of being charged extra for that, it’s an add-on. You’re getting screwed because these add oh, it’s only this amount of money, and then we’re gonna charge you add-ons. Your ROI is gonna be destroyed If you, oh, I have a, I heard this just yesterday.
I have a great system for sending out reports and doing reviews. My staff just takes the report. We have the fax number, we do eax. Wait a minute. Your staff has to go into the computer. They have to get the report, drag it into the faxing system, make sure you have the lawyer’s contact information already there.
Click it and then send it. Between evals and re evals, do that 50, a hundred times a month. Who’s gonna babysit the review? Now you’ve got another full-time person, your ROI just got destroyed. So you’ve gotta be very careful how you are managing your business. Very careful. According to recent data, 93% of customers report reading online reviews before making a purchase.
One source finds nine, finds 95% of people read reviews. You gotta have reviews out there. Because social media reviews, it’s not, I’m not saying Facebook, Instagram, I’m just saying reviews. People look at reviews before they buy, and that’s critically important. So you’ve gotta be out there. That’s top of mind consciousness.
You also need this. You need software to scrub bad reviews. Imagine that you get a bad review, it sends it to you, and it doesn’t release it to social media. It does that for a lot of them, and it’s gotta be automated. ROI. It’s gotta be automated and built into your system. If you’re paying extra for these things, why?
Why are you being nickel and dime to paying extra? The next thing you know, everyone’s making money, but you, this is where you churn money. If it’s not automated and included, don’t be snookered by these companies that say, oh, I’m gonna give you two months free to start. Great. Then for the next 10 years, they’re gonna sock it to you.
Look at what it’s gonna cost you over time. All of these things again, which is why I went to a medical program and not chiropractic, where I put my chiropractic template that I wrote. And by the way, Forbes Magazine rated it the number one in medicine and the non-hospital stuff, because they include all this stuff.
The medical profession won’t tolerate being nicked and dimed at this level. Why do we tolerate that? You cannot churn money. That’s where it all comes in. This is where you need to have an honest conversation with yourself. About what your EHR is doing for you or to you. It’s why I created the Em Mark Iro.
More importantly, it’s all about ROI and you have to compete with the corporates of this world. You’ve gotta compete with them ’cause they’re all doing it. And if you can’t compete, you’re in trouble. Take a picture of this page if you’d like. This is how to contact me, any of my staff that we work with.
I’m more than happy to work with you or chat with you or help you gimme a call. So listen, that’s the message for this session. And again, ChiroSecure, thank you so much for giving me the opportunity to share. We’ll see you next time.
Click here for the best Chiropractic Malpractice Insurance
Get a Quick Quote and See What You Can Save