Overview Market Share
Marketing
Competitive Threats
What do MD’s Want to Learn?
Call Preparation
What Can You Do Now?
Q & A
Marketing Chiropractic
To Medical Practices
Presented by Aligned Methods
Christina Acampora, DC
President & Founder
BACK PAIN MARKET SHARE
17% of Patients with back pain seek chiropractic care.
Chiropractic as spine care: a model for the profession Chiropractic & Osteopathy 2005, 13:9. Craig F Nelson, Dana J Lawrence, John J Triano, Gert Bronfort, Stephen M Perle, R Douglas Metz, Kurt Hegetschweiler and Thomas LaBrot
Attitude toward chiropractic: A survey of North American Orthopedic Surgeons - Spine, December 2009
487 Surgeon’s 45% Negative Attitude 29% Favorable 26% Neutral
Nearly half of the physicians said they referred to DC’s primarily because of patient request.
73% unnecessary treatments 63% overly aggressive marketing 52% breed patient dependency in short term pain relief
The majority of physician’s felt that chiropractors were effective at treating musculoskeletal pain.
Attitude toward chiropractic: A survey of North American Orthopedic Surgeons - Spine, December 2009
Sources of Information Associated with Impression
Negative Impression: Older age Clinical interest in foot or ankle Media
Positive Impression: Relationship with a specific chiropractor Residency
Conclusion:Improved interprofessional relations may be important to ensure
optimal care of shared patients.
MARKETING
Traditional Marketing Tactics Yellow Pages Direct Mail Newspaper Health Screenings (Malls/Fairs/Health Fairs) Networking/Social Clubs Introductory Letters
WHAT MD’S THINK OF DC’S
$$$Treat outside scope of practiceFail to release patients from careSafetyFear of competitionNo scientific foundationMany know nothing about what we do
resulting in sustained misconceptions
IMPORTANCE OF MARKETING TO MD’S
Improved perception and understanding of the therapeutic value of manipulation
Improved understanding of the specialized training and education that chiropractors undergo both in manipulation and in differential diagnosis.
IMPORTANCE OF MARKETING TO MD’S
Establishing EBHC Chiropractors as specialists in treating neuromuscular conditions
Caregiver collaboration
Improved political and managed care platforms
Ward off competitive industry threat
IS THERE A COMPETITIVE THREAT TO THE CHIROPRACTIC INDUSTRY?
Manipulation has gained recognition in researchPhysical Therapy Industry has made research a
priority and is outpacing the chiropractic industry in supporting their foundation by 5 times as much as Chiropractors –Charles Herring FCER President
PT’s have long been established within the medical community with less research than that currently available for manipulation.
What reason are we giving the MD’s to refer their NMS patients to us over PT’s?
THE COMPETITION
The competition is any other therapy that could be considered in lieu of chiropractic manipulation.
Physical TherapistsMassage Therapists/AcupunctureMedicationDO’s
STRENGTHS OF PHYSICAL THERAPISTS
Readily accepted on Insurance Plans Readily accepted by Medical Doctors Trials of conservative care for back pain to prevent the need
for surgery are routinely referred to PT’s. Embraced EBHC
STRENGTHS OF MASSAGE
Open access. Public and medical acceptance of a therapeutic value for
back pain. Research Efficacy An article published in Forbes in June of 2007 (9) looked at
the trend of massage in healthcare, the following points illustrate their strong contention as a competitor: Massage therapists routinely receive referrals from orthopedic
surgeons, cardiologists and physicians. In 2006 30% of the population seeking massage do so for medical and
health reasons. 9 million more patients talked about massage with their medical
providers in 2006. Managed care coverage doubled from 5% in 2005 to 10% in 2006. In 2006 more hospitals offered massage for conditions such as post
partum lower back pain and stiffness from bedrest. This is a 1/3 increase in hospitals offering massage in just 2 years.
STRENGTHS OF ACUPUNCTURE
Of all the complementary alternative medicines Acupuncture has the most credibility with medical professionals
Substantial body of data showing that acupuncture in the laboratory has measurable and replicable physiologic effects that can begin to offer plausible mechanisms for the presumed actions.
Safety issues are more obsolete. While chiropractic care is extremely safe so is acupuncture. Unfortunately the public perception of “neck cracking” is over sensationalized whereas no derogatory press has occurred with acupuncture.
STRENGTHS OF D.O.’S
DO’s: Friend or Foe?
Source: Osteopathic Medicine and Primary Care 2009Time for the Osteopathic Profession to take the lead in musculoskeletal research
Strengths of MedicationStrengths of Medication Advantage of DC care over MedicationAdvantage of DC care over Medication
Readily available
Covered under insurance
Effective at controlling pain and inflammation
Side Effects/Safety NSAID’s: GI and Heart
are of primary concern Flexeril
Studies which showed manipulation to be more effective
CostConsumer desire for
less invasive care
STRENGTHS OF MEDICATION
WHAT & HOW DO MD’S WANT TO LEARN?
What is the difference between manipulation and manual therapy?
What is manipulation indicated for?What are the contraindications for
manipulation?
Avoid confusing terms such as subluxation and spinous listings.
NEEDS BASED SALES
NBS is a conversational sales model designed to illicit and uncover a need.
Do you need to be a salesman?
Can be used not only for MD’s but for political and managed care advancement and even job interviews.
COMPONENTS OF THE NEEDS BASED SELL
Probes: Asking questions to determine need and uncover treatment protocols.
Paint a patient picture that captures the “need”
Seed of doubtPresent applicable researchCompetitionTrial close: Gauge buy-inClose
EBHC
Research is the foundation that supports all MD conversations.
Not all services that chiropractors offer have research to support it – that’s ok!
CREATING NEED
Use of Nonsteroidal antiinflammatory Drugs. An Update for Clinicians. A Scientific Statement From the American Heart Association
DOI: 10.1161/CIRCULATIONAHA.106.181424 Circulation published online Feb 26, 2007
Musculoskeletal symptoms should be categorized as those that result from tendonitis/bursitis, those that result from degenerative joint problems (eg, osteoarthritis), or those that result from inflammatory joint problems (eg, rheumatoid arthritis). Initial treatment should focus on nonpharmacological approaches (eg, physical therapy, heat/cold, orthotics).
PRESENTING RESEARCH: EXAMPLE
Adapted from Haas, Mitchell et al. A Practice-Based Study of Patients with Acute and Chronic Low Back Bain Attending Primary Care and Chiropractic Physicians: 2-Week to 48-Month Follow-Up. (J. Manipulative Physiol Ther 2004; 27:160-9)
•Adapted from Haas, Mitchell et al. A Practice-Based Study of Patients with Acute and Chronic Low Back Bain Attending Primary Care and Chiropractic Physicians: 2-Week to 48-Month Follow-Up. (J. Manipulative Physiol Ther 2004; 27:160-9)
ACCESS
Patients!GatekeepersHallway /Lunches / Meeting / DinnerHospital Grand RoundsNetworking with established relationships
Ethics Note:It is important to be cognizant of patient privacy andoffice operations while visiting the physician’s
office.
CALL PREPARATION
Insurance ProfileWhere does MD refer PT/Ortho/NeuroWhere does MD refer for DC/AcupunctureWho does the office preauthorizationsDo they see a lot of back pain patientsDo they treat workers compensation patientsGoogle
Affiliations/Medical School/Special Certifications/Affiliations
ETHICAL CONSIDERATIONS
Promote modest frequency and duration of treatment.
Promote conditions that are supported empirically by the research.
Avoid the opportunity for misinterpretation when approaching a medical practice.
There is no need to “spin” research when presenting the data.
Promotions should be done with integrity, authority, honesty.
What can you do now to market yourself to the medical profession?
Your hands may feel tied as a student. Now is the time to get your feet wet. Marketing is easier as a student.
Where do you start?
Research the demographics of your home town.
Tap into your network. Contact your Chamber of Commerce.
Contact your local Economic Development Commission.
Your growth = The growth of the community Inquire on committee involvement for the future.
Where do you start? Continued….
Phone Book/Yellow PagesHospital DirectoriesImaging CentersMedical Supply StoresWeb Resources Ask for referrals!
What do I say?
Pre-call plan with every intended call/visitDevelop your elevator speech – practice,
practice, practice. Log objections and learn how to overcome
them.Never stop studying!