New patient referrals to our clients: 814,233 Referrals as of 02/15/2019

Academy of Chiropractic’s

MD Relationship Program

Program and Office Infrastructure


From:  William J Owens Jr DC DAAMLP

I will be brining you MORE and MORE of these Consultations in email format, please remember that some of these are edited and created from Audio Transcription.  These come from Videos and phone conversations so understand that the flow is conversational and it will read a bit different.  GET STARTED! :)


I think today what I want to do is get everybody back to square one, starting at the grassroots, level.  When it comes to this program and marketing to the medical community, understand that there are two main components to this entire process. First, is just the marketing side and then there is the treatment and infrastructure component. This is where most DC spend 90 percent of their time, treatment and infrastructure, INSIDE the clinic. 

I get calls from people all the time asking, hey, do you make calls to the MD for me? The reason this question is asked so often is most chiropractors just want to sit in their office and see patients and not build a business or a company. And I think that's because of who we are. We're typically not always entrepreneurial, but this can be a problem when building and maintaining a practice and is typically the difference between a small and very large practice. Blending both of the above sides of this program into your weekly routine is where you'd never reach your full potential. So, I'm not saying it has to be 50% Marketing and 50% treatment, but what you need really is a plan of action. When it comes to marketing, we have both and internal marketing process and we have an external marketing process. Your internal marketing is your report of findings, customer service and all other aspects of what is happing INSIDE your practice. Customer Service includes the things that you do to keep patients IN your practice. The external marketing is what you do to get people INTO your practice. That includes internet marketing, networking and reaching out to the medical community, hospitals, surgeons, etc. You have to be very careful where you choose to spend your time here, especially when it comes to “networking”. 

I know and talk to a lot of doctors across the country and historically there's always these “networking” groups and everybody's excited to have you aboard, you go to breakfast and you do all these things, but in the end, it's really the same people all the time. That is a trap to stay out of.  The key to external marketing is how many people, not that YOU know, but how many people know YOU. The internal marketing is how you deal with your infrastructure, your report of findings and your clinical skills. This is not where we're talking about today. What we're talking about today is going to be an external marketing, particularly here. Okay? Because this is the best bang for your buck, hour by hour, minute by minute. If you spend an hour building relationship with medical providers, that's completely different than you going to a networking function with just the same old players.

So, let's look at ACTUALLY, getting started…what do you need to get started? You need to have your curriculum vitae and it MUST be on the US Chiropractic Directory at This should be printed and used as your NEW BUSINESS CARD, remember you CV is showcasing WHY people should use you, your expertise. It doesn't matter how big or small it is. One of the things that Dr. Studin and I are working on right now is CV “club”, which has different levels of club membership and this is just for fun, right? It doesn't cost anything, but this is something fun to keep a focus on…here is the link to the CURRENT PAGE with the doctor’s listing.  Please make sure that you keep me updated on where you are in building your CV.

Your CV is the first thing to start focusing on at the BEGINIING or any time you are feeling like you need a RESET.  When we're looking at working with a marketing or networking people that you hire, this is the process that you are taking them through…SELLING YOUR CV number one, then number TWO is getting your reporting in order.  So, we SELL YOU first (CV) then we SELL YOUR CLINICAL EXPERTISE.  Your reporting has to follow CPT standards and it has to be done efficiently.  It has to be done properly using the proper E/M coding criteria.   Once that is in order, then we are looking at getting your database together. 

Where are you getting the names and the addresses and the numbers for the MDs?  The first place you're going to get them is your current patients. Second is the blue cross blue shield provider manual. Every MD takes BC/BS so that is a great place as it lists provider specialties and all contact information, I still use this to find NEW MDs in the area. Once you have the database (it may be 4-5 when you start or 400-500 when you are cranking along).  The key is to get started…What we're going to do is divide this database into two major sections. We're going to divide them into administrative approaches or provider approaches. There's only two ways to approach an MD, and this has to do with personal injury cases. Do they take personal injury cases? No?  Then we look at the Administrative Approach.  If the answer is yes, they do take personal injury cases, then we work the Provider Approach.  Remember there are two distinct approaches because you're dealing with different groups of people within that practice. I want to get you into offices that are going to be the easiest to build relationships with and those are the administrative approaches because the patient is never processed into the practice, they are never taken back to see the provider. The patient is never examined there simply just told on the phone that they can't come in because the office doesn't take that insurance. More and more primary care doctors are staying out of the personal injury game, this is where you WIN to start. That's a huge bonus. So, we want 80 percent of your time to be spent with the offices that are administrative approaches and meaning that they do not accept the personal injury cases and you might be in an area, and I had this conversation yesterday with a client where there's all sorts of hybrids. Well, sometimes we take them if they're a current patient of the PCP practice already.  That's still an administrative approach since the benefit to THAT practice, your hook, the magic language is about case management and I'll get to that in a second. Regarding the provider approach, we only want to be spending 20 percent of our time with providers and that's because it's cumbersome and time consuming. They're busy, they work six days a week, they're burned out, they don't really like to chit chat, so it takes a little bit more time to get in front of them. So, I tend now to work the Provider Approach within groups, so we do group meetings like at a nurse practitioner's association or a primary care group meeting. These functions are happing all the tie and you can get invited to those or we just do it for the whole single MD practice.  We all have big MD groups in our communities and they'll have in-services, so we just get put on the schedule and I can talk to all the providers at once that I can spend five minutes there and get my point across. That way I'm not hitting each one of these, each one of the providers separately. So, first curriculum vitae on the US Directory with a printed copy to hand out as well as in the signature line of your emails. 

Again, the next step is we want to be able to communicate on paper with the MD, we want to communicate initial and re-evals and case management. Remember there's one report for everybody and MD,  insurance carrier and lawyer, all the same report. Don’t make more work for yourself. Once we have the reporting organized, we start looking going to look at who is the primary care doctors of our patients already because that's easy. My perspective with the PCP is, I'm already seeing your patients therefore I am not coming in and pandering for anything. Those are the first three steps. CV, make sure you're reporting is in order and reach out via the Administrative or Provider Approach.  want to be able to provide you all of the tools. You just have to work on implementing it. Remember, 80 percent of your time is spent on the Administrative Approach side. Twenty percent is on the provider's side. The number one tool that we use for EDUCATING medical providers is the Chiropractic Evidence for the MD e-book, which can be found at this link on the website.

This e-book is something that you should absolutely work on and read…you to be conversational with its contents. It and that's important because we are no longer using the phases of healing to denote the phases of chiropractic care.  We are not using acute,  sub-acute or chronic care. We're using pain management, corrective care and then we were using health maintenance. This eBook here goes through each one of these with references to tell you why a patient should be in there. We're not creating guidelines, we're not talking about number of visits. That's all bull and all that ends up doing is being used against us as chiropractors. You will treat the patient until these phases are adequately met and that's based on your clinical findings, your documentation and your expertise as a doctor. Okay, so the e-book is for the provider approach. Use the e-book to start instead of a research binder, I have changed this in my practice and in the program since all those other things are too time consuming. You can do that later when you're upping your game, but when it comes to getting out there and educating MDs, you want to use the e-book - just print it on nice paper, customize it and make sure your address is on there. Please leave my name on there as well so that it shows that we're collaborating, and the medical school name is on there, that matters from an “academic marketing” perspective. Okay. So, we have the administrative approach, that should be 80 percent of your outreach.  In that approach since you will NOT be talking to providers, there are only two things that you need for the administrative approach, your curriculum vitae and office info. I talk about this all the time. Postcards are the key for office information…there are samples on the site here…

Remember that the key, the ultimate key is consistency, possibly persistence as well, but consistency is absolutely the key.  We reached out to 3 MD groups that send patients on occasion and we found they were VERY unhappy with other chiropractic offices that were “on their referral lists”.  What those site managers told Darryl, my marketing rep was that they will no longer be using any other chiropractic office, but us, the reason we realized that was because of his consistency, right? He's not a pain in the ass, but he's around. They know who he is. He stops in regularly. But these primary care offices were administrative approaches only.   All he's doing is saying, hey, Dr. Owens updated his cv, can you make sure the site manager gets it? I want to give you some postcards and make sure you have those. I usually only give a quarter an inch to a half inch stack. We want them to run out. We want them to run out so that we can come back. So, this is the administrative versus the provider approach. Remember, this is for primary care office. When we work with primary care doctors, we work with ALL of them, as many as we have time to visit. When it comes to medical specialties, we want to pick one and we want to pick the one that doesn't really work with the chiropractic community. Okay? Because what's the point? right? So, let's look at here. let's go through this one, last time here. So, when you're getting started, and this will happen all the time. I mean, we do it too for my practice as well...#1 - you got to your CV, #2 two is your reports.  MAKE SURE I OK THEM FOR YOU BEFORE YOU SEND THEM OUT! 


All right? Anybody in any state where you have a lien on a personal injury case, it's always admin. So, if you're a lien state, like I know Brain, I see you on here in Connecticut. Everybody's (PCP) going to be an administrative approach.  This is EASY since people are hurt and they're calling these primary doctor’s offices. Even the big medical groups are mostly Medicaid, you know, they don't want, they're not set up for liens or even personal injury. So, the key that you have to do now is that's the getting started, but setup, you have to make time to get your reports done. You have to have time to complete outreach. So, this could be, if you're not doing anything right now, I would say two to three offices a week is a good start and you want to be on a five-week rotation. So that gives you 10 to 15 md primary care offices that you're seeing regularly in the 5-week rotation. That is plenty, right? We do a lot more, but that's because I have Darryl full time Monday through Friday out there every single day, but 10 to 15 offices, you know, if they send three or four new people a month, you're 30 to 60 new patients a month and these all should be personal injury cases? 

So how long does it take you to get the two to three offices a week? If you're just bringing your stapled cv and your postcard materials and talking administrative approach, super simple, you do that on the way home, you can rearrange your schedule so you're off on a Tuesday morning or Thursday morning, whatever it is, it's super, super easy and it's happening fast all around. What keeps me motivated is not the new patients. What keeps me motivated is fear that somebody else is going to come in and build the relationships before me. It's not like it used to be. Chiropractors now are learning, and MDs more importantly is actually looking for US!  So, you have a motivated chiropractic office and a primary care community that's looking. That's it. They're much more valuable than any attorney or any specialist, mostly because you'll also have people that don't have lawyers. Okay? You haven't had me look at your reports?  Make sure you let me do it. Then schedule your outreach, if you don't schedule it, it will not happen. I have been asked, when do you STOP dropping by an admin-based office that is not referring? Some MD offices, it takes a while, so I would at least be giving it six to 10 months because you just don't know and sometimes it takes you six months to get into an ER and they hit it heavy and then it falls off. People change positions. So, it's not about the results as much as it is the PROCESS of continuous outreach. So, don't think, hey, this isn't working. Think about how I can be more consistent, more persistent without coming across as TOO PERSISTENT. What's the golden ticket for the admin approach? For the administrative approach, it's case management. It is paperwork and coordination of care. That's it. That's what you do. It's NEVER about treatment! It's diagnosis and management. Mechanical spine pain. This is it in a nutshell. This is all you're talking about. It's never, ever treatment. This is what lumps you in with everybody else. If I have provider, confuse you with PT, you went the wrong way on the discussion – you discussed TREATMENT. You didn't talk diagnosis and management. I always as the MD, who diagnoses your mechanical spine pain patients? How do you do a bio mechanical analysis? Who does that for you? Who's going to manage these people long-term through their disability? I remind them that there is no pill or injection for a mechanical problem. Okay, so that's how you get started and getting up coming and running into fall season is important. 

Start now. Be administrative. Introduce yourself. You say… “I specialize in managing personal injury cases. I understand that your office doesn't accept them. I will be more than willing to have to have them. I don't need a referral. We have same day appointments. Here's my number. Call me if you need any help with these. I know it's a hassle. My staff is trained to be able to handle the paperwork and the disability forms and the work excuses”.. AND you can be assertive with that. You don't have to beat around the bush. Be proud of what you do and let them know about it.   Thank you!



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