I had an office on the sixth floor of a building across from Hahncmann Hospital in Philadelphia. Don't let the name fool you. Samuel Hahne-mann's influence was long gone—it's an allopathic institution. A bunch of orthopedists from the hospital leased a large suite on the second floor. When things would be slow in my office and I was a bit bummed out. I'd go for a walk and peek in their waiting room. It was filled. Ugh!!!! What a masoehist I am: now 1 was really depressed! The sad fact is we're still in a very medical society, and people visit their MD's. a lot. A whole lot. Willie Sutton. the bank robber, was once asked. "Why do you rob banks?" "Because that's where the money is." he replied. So where should we be looking for patients? Let's take a tip from Willie Sutton: from the MD's. because that's where the patients are. I want their patients. 1 want the local MD's to start referring. The trick is approaching them. Here's how you do it. Don't call them and say. "Hi. I'm . your local chiro practor, and I'd like you to start refer ring patients to me." It won't work. Here's a much better way. "Hi. I'm Doctor . I'm a chiropractor and. on occasion, my patients ask me about or need medical care. I'd like to get together with you to discuss referring my patients to you and other MD's I can have a relationship with." Tailor your words to their specialty. Let's face it. occasionally people need medical care, and it'd be nice to know local MD's that you can have a civil and productive relationship with. Now the fun starts. Ask him or her if you two can meet, perhaps over lunch (you should pay the first time), and perhaps you can see their office. That's right, actually eat with them. II" things go well, have lunch another time and invite them to see your office. Will they scream "quack" at you and slam down the phone'.' Maybe 20 or 30 years ago. but not (or hardly ever) any more. Why? Well. I could cite the Wilk trial, the Eisenberg study or changing patient preferences: but the best answer as to why MDs will often leap at the chance to meet you is found in two words: imuuii>ecl care. You think you got trouble? MD's are checking themselves into stress clinics, committing suicide, suffering from possible financial ruin. They know the patients are excited about our care and alternative care in general. They think we're all rolling in dough, driving expensive foreign cars and with no cash worries. Yes. they want to meet you. I'm reminded of a call I got one evening from my brother. Jeff, who is an obstetrician-gynecologist surgeon in Orlando. "Tedd. how can I get to meet the local chiropractors? Managed care is killing me: I need to build my referral base." They want to meet you. So meet. Be nice. At the first luncheon, the talk may be more about their practices: but. at the second luncheon, tell them about your practice. Invite them to your oil ice anil get their address and/or e-mail to send them your newsletter. You may wish to edit it specifically for your MD. DO. OD. DDS. DMD. etc.. contacts. Don't forget podiatrists, dentists (especially the mercury-free ones), optometrists (especially the behavioral optometrists) and. well. I"m sure you'll think of others. At the second get-together, don't forget to give them literature relating spinal care to health and disease. (The materials from Koren Publications" book and CD. Chiropractic and Spinal Research, are ideal for that, especially since I've included medical as well as chiropractic research. Copy or print out a lew pages of studies.) If they're a pediatrician, show them some research about chiropractic and infants and children. If they're an ob/gyn. show them research about chiropractic and menstrual disorders. PMS. pelvic conditions, etc. Especially, tell them about chiropractic and infertility. About I in 5 couples have fertility problems and ob-gyns are often at a loss for what to do. You get the picture. Don't be too surprised if you get an added bonus—they'll become patients. They may bring in their families for care. Remember the van Breda study comparing the children of MD's to those of DCs? Maybe you better not show it to them initially: it might make (hem defensive. Also, ix-niiy on the accination-vay. Chances are. it'll freak them out. Play it by ear. Send your doctors a newsletter (either by mail or e-mail). Have lots of lunches to get lots of names. You might suggest speaking to the local medical society, or some informal groups they have, in order to introduce Continued on Page 46 PRACTICE BUILDI1 ...from Page 27 them to inter-professional cooperation. So that's it! A great way to get lots ol referrals without spending (almost) any money. This works. Feel free to call or write with any questions. I also want to hear how your practice has jumped since using this. Let me know how the lunches go—you'll meet some characters. I know DCs who now get half their new patient referrals from MD's using techniques similar to these. That's right, I said half. Remember, you do something unique, something they are not trained to do—locate and correct subluxations. Let them know that. You're not a pseudo-MD; you're a first rate DC. And they need you. The world needs your services. Let them know how people get sick, stay sick, in pain and die due to want of an adjust- j ment. j Remember, almost all of DD's first j students were MD's or osteopaths. Who knows? Under your influence, your new referral sources might enroll in chiropractic college. Imagine how : many referrals they'll send to you ! then! ! Dr. Tetkl Karen writes, lectures, j practices and is the publisher of I patient education literature through \ Koren Publications. In his spare time. I for the past six years, he \v been fight- \ ing the federal government for health \ freedom during a seemingly never -ending investigation of Koren Publications—an investigation which has only recently been halted! (Look for details in Volume 23. Issue 5 ofTAC) Dr. Koren may be contacted at 215-699-7906 or: [email protected]
