Editor's Note: Originally written for acupuncturists, this article has been altered to reflect the chiropractic audience, for which it is equally relevant. Part 1 appeared in the September issue of DCPI.
Prepare a Packet of Material for the MD's Reference
Keep in mind, this may be overkill for a busy MD, but having something like this prepared can help move an already established relationship forward efficiently and impressively.
Never push too much information on anyone unless they welcome it. However, you can send them bits and pieces of the following: Your bio (which you may wish to redo such that is more appealing to an MD)
References / testimonials from other MDs or allopathic medicine practitioners with whom you have worked.
Simple, explanatory paragraphs about how chiropractic has been used historically to address the kinds of problems an MD has seen in practice.
Relevant studies on chiropractic efficacy in similar situations to the patient you are sharing or to their medical specialty A brochure – Keep in mind that a brochure represents you in the marketplace. If you are using language that would not enhance your image to a medical doctor, do not include it. You may wish to prepare a brochure specifically for MDs.
Business cards: Many report folders have slots on each side for business cards. If you make a hard copy of these documents, include your card on both the front and back covers. This packet extends your conversation in that the physician has all this info readily available for perusal following a call or in-person meeting. If an email is also requested during your meeting, you can send links.
The First Meeting
Your first opportunity to meet the MD may be by phone. Ask how much time they have for the call at the outset and make sure you respect their time limit. Say something like, "Well, we have about five minutes left before you need to go. Are there any last questions or concerns I can address for you?" or "I have one more question I think you can respond to quickly."
Begin by Listening
You must know who you are speaking to, what they want to know and how they will best hear you. Asking questions provides you with two valuable tools for a constructive outcome.
First, it teaches you what the MD wants to know and what they hope to get from the conversation. Second, it gives you a chance to hear the language with which this person speaks.
If you wish to converse well and get information across, it is always best to speak in a similar style to the one with which they approach you.
Sample Questions
What specific questions can I answer for you about this case?
What have you heard about chiropractic from our shared patient / your other patients?
Do you know about some of the excellent studies that have been done regarding chiropractic's relevance to your field, this patient's specific problem, etc.? (Be sure you have those studies available for reference if you ask this question.)
Is chiropractic something you have tried personally or would be interested in experiencing?
May I ask you a few questions about this case?
What are your expectations for the patient's improvement?
What do you see as their prognosis?
What are your greatest concerns about this patient?
Is there a message that you consider important and that I can support in my conversations with this patient?
The MD's previous experience / history determines their opinions of chiropractic, their degree of open-mindedness and how you should best approach them. Knowing all this gives you a starting place for conversation.
If they are less knowledgeable, start with studies that reflect the kinds of patients they have and pepper in a few patient anecdotes relevant to the studies.
Anecdotes do not convince MDs as much as studies do – but the studies must be relevant.
Meeting Follow-Up
If the MD says they have an interest in learning more about chiropractic, ask if they would like a brief, in-person meeting. Offer to buy coffee and make it convenient for them. Meet them in their hospital cafeteria, the coffee house in / near their office building, etc. It may take a year, two or three for this meeting to happen. Don't push it.
Offer to send your packet by mail to extend the benefit of the few minutes you spent together. And if you send an email of your packet or studies during a phone conversation, be sure to mail a packet anyway. Repetition of exposure is a key element in relationship building, even if they don't read what you send.
Plan what the follow-up will be during your first meeting by saying something like, "Would you like to touch base again in a few months?" Even if the meeting date and time are not set, this can be helpful in creating a longer-term conversation.
Keep Language & Appearance in Mind
Be able to discuss the anatomy and physiology of the area you will be discussing, be it a joint, a system (as in vasculature) or a gland. Be able to explain how chiropractic works in scientific terms.
Your aim is to have chiropractic make sense to someone who is highly intelligent, but doesn't think as you do. That's not an easy accomplishment.
The goal of each conversation is to keep the door open for the next conversation. If more gets done, that's great. If not, there is no need to preach your gospel or get every question answered. Less is more.
Social-science research documents that people more readily form positive opinions of those who dress and speak as they do. If you meet in person, dress professionally and conservatively. It will make your appearance a non-issue, which is what it should be. You aren't trying to prove a point with your attire. You are transmitting information about your competence, professionalism, personal hygiene, manners, etc. Your appearance is your brand at an in-person meeting.
Make It Count
We have multiple responsibilities when speaking to medical doctors and other allopathic medical professionals about our patients and about chiropractic care. I hope I have inspired you to move forward in this direction with new ideas that will optimize your effectiveness and success.
We are the face of our profession. The better we do in representing our work to medical doctors, the more truly integrated we will become.
Some doctors thrive in a personality-based clinic and have a loyal following no matter what services or equipment they offer, but for most chiropractic offices who are trying to grow and expand, new equipment purchases help us stay relevant and continue to service our client base in the best, most up-to-date manner possible. So, regarding equipment purchasing: should you lease, get a bank loan, or pay cash?
Some pundits say that the upcoming presidential and congressional races, and many local races, might be the most consequential in our country’s history. We do not have the choice of sitting on the sidelines and hoping our patients will carry our water. Unlike other medical professions such as physical therapists, podiatrists, nurses, etc., the health care class (AMA) will not protect us. We must be in the game.
The most common condition affecting the shoulder is rotator-cuff disease. From acute tears to chronic tendinopathy, it’s common and needs a thorough workup. In fact, even asymptomatic shoulders can have full-thickness rotator-cuff rears in up to 40% of instances. Let’s look at additional conditions that can present to the office with weakness, loss of motion and pain in the shoulder beyond rotator-cuff tears.
