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Hi, I’m Dr. Mark Studin. And I’d like to thank ChiroSecure for giving me the opportunity to share. What’s going on in the chiropractic industry. I’m just so excited about it today. I’d like to talk about reputation, your reputation, and what I’ve learned over my 41 plus years in the industry is reputation is everything, but I’d like to start with two stories.
First is my wife. My wife unfortunately had cancer. Three different times, 2008, 10 and 11. And we searched high and low for the right cancer surgeon all over the place. We went and I’m in New York. So we went from Boston to New York to Philly, to Washington. And if you can find the word. Doctor in that card or you’re in trouble.
So we went all over it and ended up in Columbia Presbyterian hospital with the right cancer surgeon. And by the way, she’s doing great. She’s wonderful because we had the right person. How did we find this person? I looked them up. I actually called almost every specialist in this and got them on the phone and spoke to them.
I was quite aggressive. I Her life was on the line. And I looked them up and I found that, he did all these different techniques. He won incredible awards. He is his CV, which I got ahold of w was robust. He had the right credentials. I didn’t find them on a bus bench. I didn’t find them on LinkedIn Facebook.
Snapchat social media. I didn’t find them from another friend who referred because what do people know? Do you have a good experience? He’s the best doctor. They have bad experience. You don’t talk. I looked him up in a credible source, which is us news and world report. And his department was rated like third or fourth in the country.
And that’s an incredibly credible source. So I really vetted this. And I said to myself, that’s the right guy. And you know what it was the right person saved her life. And the things that he did was so different than anyone else. And he was wonderful. And that was the beginning of my journey to getting doctors or referral sources to run after chiropractors.
And I’ve talked about this before, why don’t our referral sources run after us? Like we run after. Cancer doctors and it’s not life and death issues because our patients, their life is upside down their function. They can’t enjoy life. They can’t work. They can’t be with their kids if they’re in pain or anything else that occurs from issues that chiropractic has health.
Why don’t they run afterwards? And for me, it came down to reputation. Now, a friend of mine, a very dear friend of mine, who’s in the seventies is an orthodontist and he created. Marketing business on getting the public to run after orthodontists. And he used Google reviews along with other, the rep reputation.
Everything is about reputation. Okay. He used social media and he did, because what happened is he captured those people who are shopping, but it makes it a lot easier to catch your shop. When you’re looking at high ticket items, such as orthodontics, when you’re looking to capture shoppers and a social media scenario, a park bench.
Years ago was Ben Penn standing in a field holding a spine and you’re looking to capture shoppers. You’re getting people who are really can’t afford too much, and they are looking for bargains. You really want to find a referral source. And can you imagine if we tapped into medicine, can you imagine medicine sees 98 to 99% of the population we see at best, maybe 700.
It’s reported 10%, but I think that’s inflammatory. How would you like to tap into that source? Now I met with primary care doctors last week and they said I could refer easily 20 cases a week to a chiropractor because musculoskeletal. Mechanical spine pain or what they call non-specific back pain, which is absurd.
It’s always specific, which is a whole different conversation is the fifth leading diagnosis, the fifth. And that’s important when you talk to ortho, neuros, neurosurgeon, pain management, it’s a high level of diagnosis. Why would they refer to you? Why? I don’t want to reach out one at a time. I want high level.
I love trauma care. I want to treat trauma cases. It’s fun. I really enjoy it. But if you could tap into that, why would they refer to you? The answer is simple credentials. Can you imagine if you have similar credentials? To the medical doctors. Can you imagine if your CV was robust? So let’s look what will they look at when they see, will they look at your website?
Which says drugs are horrible or come to me because I can cure this. And vaccines are terrible. All these non chiropractic. Okay, stay within your lane. I’ll talk negative about something else. Stay within your lane because the second you put something else down, your reputation is destroyed. Stay within your lane.
Are you quoting the evidence in the literature? Look at your website. You have pictures of your family. Do you have pictures of you sailing, skiing, whatever. Look at your social media. You have pictures of you partying. All these things. Destroy your reputation. You know what I want people to see, let’s go to the website, let’s take a peak.
Here’s what I want people to say. When we look at this particular site, this is the academy chiropractic site and let’s look, and by the way, we have had 194,000 people pop onto the site already. And it hasn’t been up that long. Here’s what. Clinical excellence boards. They want to see doctors. Are you trauma qualified?
There’s hundreds of doctors around the country. They’re all trauma qualified. And by the way, all of this is searchable and this helps build your reputation. The qualification is recognized or Cleveland university, Kansas city college of chiropractic, the courses are all approved and recognized your CE through the state university of New York, Buffalo Jacobs school of medicine and biomedical sciences office of continuing medical education.
So all approved. All of these courses are U M R I interpretation qualify, which not only is approved through the dashboard. And the American college of radiology, but again, the MRI interpretation it’s approved through Cleveland university and recognized all the courses are recognized through the state university of New York of Buffalo Jacobs school of medicine.
And you go down, look at this, all of these doctors and we go on and on clinical excellence awards. Have you been afforded the clinical excellence award? And if you have let’s look at Chris and you click on it, you know what happens? It brings you to the. CV has curriculum vetay, which is posted on the us chiropractic directory.
Look at this it’s he doesn’t talk about who he and Chris is in Massachusetts, by the way, he doesn’t talk about his hobbies. What he likes to do. I’m married. I have 17 children. Now, this is his selective occupational history, education and license. Postgraduate education. Look at all these courses he’s taken.
You’re going to see meaningful courses, MRI spawn, interpretation, spinal biomechanical engineering forensic documentation report writing. It goes on and on spinal biomechanics, more MRI, spine interpretation, head trauma and traumatic brain injury. This is real stuff, folks. This is what your referral sources expect to see.
They don’t care that you can help people get well, you’re supposed to help people get well. They want to know, can you manage your case? Can you manage your case now? It’s interesting. I just showed you two sites that are searchable. And if we look in the U S chiropractic directory, see this number 21 million people have.
21 million it’s 21 million hits to that site. And if we go back again, we’re going to go back to look at individual CVS. That’s one person let’s look at Josh Johnston in Denver. Okay. You want to look, all of these things are searchable. You need to post your CV. Here. It is again, in a similar format, unique to post your CV.
And 4,600 people have looked at this CV cause we manage those statistics. That’s how you build your reputation. Is your CV in an admissible format or do you have a resume? You’ve got to be careful. It’s two separate things. You go to the U S chiropractic directory. There’s a CV builder on there. You can do that.
Then go there and look at someone else’s and use that format. It doesn’t matter. You need to. Build your reputation based on your clinical excellence. Now, the next thing is how do you get your referral sources to see your clinical excellence? It’s easy. What we do is a few things. Number one, we build a database of referral sources, whether it be lawyers or MDs or even patients.
And every time we add a critic, And this is a credential not letters after your name. This is MRI spine interpretation. Every time we add a credential, we’ll email it to our referral sources and say, Dr. Josh Johnson from Denver has just been awarded a credential through the state university of New York of Buffalo school of metal.
And MRI spine interpretation, click here to see Dr. Johnson’s full CV, or we’ll send the press release to the community. If he becomes trauma qualified or MRI qualified, if you want to make your competition irrelevant. And really that’s what it’s about. It’s about making your competition irrelevant. The way you make your competition irrelevant is to be better, to be smarter and have verification of.
In writing and the verification comes on things like your CV, things like sharing these clinical excellence awards. Okay. Sharing these things. There’s a myriad of ways of having being a ward of these different things and it’s real stuff. By the way, each course, each electronic qualified is 11 courses.
A hospital qualified is 10 courses, MRI qualified as. And they’re real courses with real professors who are the best in the industry and not just stuff that I have, but there’s a lot of other folks in the industry who have really good stuff out there. This is the type of stuff you should be pushing.
If you find yourself sitting in your office all alone, wondering where your next new patients coming from, folks, you need to step up. You need to step up your game. Of clinical excellence. It is the only way to win. It’s the only way I can tell you by using this strategy that we have as of right now, and I’m not the only one doing this, but I’m giving you validation 1 million, 538,314 referrals as.
August 1st, 2022, as of right now. So we’ve already gotten 1,000,005 plus additional referrals into the chiropractic industry because our doctors have gotten clinically excellent because we’ve positioned them in front of their referral sources and their referral sources realize that they are the real deal and that matters.
A critical portion of the strategy. Now another critical portion of strategy is your patients. Patients, We have this incredible relationship with our patients. We’re touching them. Okay. We’re touching their neck, their low back. We’re adjusting them. We’re connecting with them in a way that a surgeon will that, that most medical doctors don’t, they rarely touch their patients.
Some primaries do when they take your blood pressure, listen to your lungs, look in your ears, your eyes, but we’re physically, we have a physical. Professional relationship with these patients and they really like us is the most part. And they stay for a long time. We have a great relationship.
So it’s been my experience that most of my patients were like family. They really care for us. And what I found was, and by the way, on the walls in my office, see behind me, those are my diplomas from all of my clinical stuff that I’ve gotten. It’s my chiropractic degree, my graduate degree.
But when I get trauma qualified, there’s a diploma up there. MRI qualified. There’s a diploma up there. All my diplomas, they lie in my walls. And when I do. A new citation. I have a database of all of my patients and I’m emailing it to them also. And I hear all the time, oh, Dr. Student, my friend, Mary said, you are the most qualified person.
She loves you. You talk to her. You’re a great diagnostician. I got to find out what’s going on now. That’s another part of reputation. How do you manage cases? And this is something that’s really important. I am an aggressive diagnostician I am. And I’ve learned that through the years that I err on the side, Of doing tests on my patient.
And I think I’m really thorough and I find things that other people don’t see. So let’s briefly talk about what diagnostics when a patient comes in, I’m going to physically examine them and do a clinical evaluation. I’m going to take x-rays on my patients. I am, the politics that say, oh, x-rays don’t change anything.
You shouldn’t do it. It doesn’t move the needle. It doesn’t change your outcomes. That’s nonsense. How do you know what’s going on in that patient now? Is it just about red flags? Fractured tumor infection herniation. It’s more than the red flags. What about spinal biomechanics? I treat spinal biomechanics.
So to you, you were all talking about Atlas left access, right? Two times P I E X a S I N. Those are all spinal biomechanics. How do you know where it is? The evidence in the literature has shown that motion pal patient has failed. It’s failed an inter-rater reliability. It shown that x-ray hasn’t failed now.
Also x-ray is safe. The, oh, it’s going to cause cancer. It’s that’s all nonsense. According to. The entire totality of the literature, everything in order for there to be less than one in 100,000 incidents, less than one in 100,000 incidents of radiation issues, you have to have at least 100 Miller serves.
They have one in 100,000, which is minuscule in of itself. But a Mila service is a dose of radiation. A lumbar x-ray is oh gosh, what’s the. I think it’s 3.2 mil of serves of radiation. Or 2.6, that number just flew out of my head in some way, the low number, but you would need to have 56 lumbar x-rays and that’s an accurate number to have over a hundred Miller serves 56 cervical it’s doubling.
And by the way, radiation is not cumulative. How many times have you or anyone? And I’m in the game over 41 years. And I speak to doctors all over the country every day. How many times is a chiropractor taking 56 lumbar x-rays in one setting. The answer is never ever over a hundred. Cervical X was never, there is no issue of radiation hurting a patient in diagnostic.
X-rays. Zero. So therefore you need the evidence, you just need the evidence. And the necessity is to rule out anatomical and biomechanical pathology. You need to determine what’s going on biomechanically. And from there, if there is a ridiculous pathic or myelopathic component, and most people don’t, which is unconscionable don’t know what myelopathy is.
It’s core compression within suing neurological deficit, distal to the level of lesion. Okay. That’s what myelopathy is. So what we need to do is understand if there is a ridiculous, having a model of that component, you do an immediate MRI folks do not pass. Do not touch your patient. You want to treat a palliatively okay.
But if you deliver a high velocity thrust there without knowing what’s going on, and that patient gets hurt, it’s on you. Not only do you stand the chance of losing your license because a licensure board holds MRI is the gold standard for that stuff, but you have it on you for hurting that patient. If a patient has pain radiating down their arm, the question is.
Why is the pain radiating down the arm? Do you know the answer to that? I think there are so big city. You can’t go into philosophy then. Why? My experience tells me guess what your experience doesn’t know if there’s a fracture, a tumor infection space, occupying lesion, you don’t know anything.
You’re guessing. At the patient’s expense. So actually the insurance company said we don’t want you to treat them do an MRI unless there are six weeks of conservative care. That’s a bunch of crap. That’s a money grab on the carrier side. So you need to step up. And the purpose of an MRI is to determine if a neurosurgical consult is clinically indicated.
That’s the purpose. So when I started and I changed my practice model and started being more aggressive diagnostics, My new patients went through the roof because other patients started telling their friends. This guy, this, his reputation folks. He’s an incredibly thorough diagnostician.
My family doctor missed it. The orthopedic just wanted to give me an injection. Then the pain came back. No one would look low and would listen to me. They, all they wanted to do was give me drugs and cover it up. This doctor, student found out what was wrong with me. And they said, man, patient would come in and say, my friend Mary said that you found out what’s wrong with her.
I’m in pain. Help me. And you know what? We went through our typical. And my reputation changed and where that reputation came back to the neurosurgeons. And guess what? I started getting referral from the neurosurgeons. You know what the neurosurgeons told me, I, by the way, when I met with the neurosurgeon, what we talked about slice acquisition sequencing of the MRI of the, how thick the slices are.
And then. And as a matter of fact, a young man in Austin, Texas Aaron Smith met with an orthopedic surgeon and the, or the ortho surgeon said only give you five minutes. And the ortho surgeon wants his referrals. So he wanted to meet with them. He went in and Aaron spoke to the ortho 45 minutes and they too, all they talked about was.
Acquisition sequencing. And that was all they talked about for 45 minutes. The ortho turned around and said the same thing to him that the neurosurgeon said to me, I love chiropractic. I haven’t found one smart enough to work with. He got over 150 referrals from that one orthopedic surgeon that.
And then he met with the neurosurgeon, had a similar experience, and this is happening all over the country. So it’s about your reputation and reputation is built on clinical excellence. Clinical excellence is built on knowledge and that’s, what’s going to move the needle in chiropractic. It’s not a race to the bottom and $12 adjustments.
It’s not a race to the bottom to talk about chiropractic as it’s a religion. There is so much evidence. In the literature right now, which explains exactly how chiropractic works. There’s so much evidence. You need to learn it. You need to research. You need to re not necessarily research, but take courses.
Where there are, where they are, where they talk about research. There, there are many people out there. We do it at least two to three times a year. We talk about the evidence. We know exactly the mechanism of the chiropractic adjustment. We know what happens when there was bone on nerve and there is bone on there.
Folks it’s not in the. It’s actually on the sex, the nociceptors and then you’ve got the joint capsules around them, which affects the pacinian corpuscles that were Finney core puzzles, the golgi ligament, organs, and nociceptors which make up the joint capsule, which are your mechanical receptor. And that’s all in the evidence in the literature.
So I want to join a board, was at a position that the sense now align in that buckles. Then you’ve got a little spacer in there, a little clique, a little spacer. It goes out of position and you get bone on nerve. And you know what I’ve explained that the orthos neuros, neurosurgeons, primaries pain management, they go my God, where do you practice?
We have to send patients to you. I have to tell you my phone rings multiple times a week. This one referred me to you. That one referred me to you. I haven’t had an office since 2000. And six. Okay. It’s been 16 years since I had an office, my phone rings, they find me, build it and they will come.
That folks is reputation. That’s your reputation. It looks like you have the evidence on paper, on your CV, a real CV and admissible CV. It’s posted on your website. Talk about clinical stuff on your website. Do not on social media. Get rid of the party, boy stuff, get rid of the vacation stuff. The families, it sounds great.
It sounds wonderful, but that’s not who you are. People are looking for you there and they want to see who am I going to? Okay. That’s the reality of it. You want to ensure that your credentials are pristine, go out and get them. There’s a lot of places to do that. I showed you two places through the academy of character.
Going to teach doctors.com. That’s a, that’s an online academic site where you could learn all about this. So folks, there’s a lot going on in this industry and it’s happening with you or without you. And it’s a commonplace. And we just, I work with doctors in 49 different states. I lecture to lawyers in 39 different states.
I lectured the neurosurgeons, ortho surgeons, neurologists payments. All over the country. It’s not uncommon for a doctor to go from three to 50 new cases a month. It could be pie workers’ comp lumpy or whatever you want it to be. It doesn’t really matter. You get to choose the type of practice you have, but it must be based on your clinical excellence.
If it’s not based on your clinical excellence, you’re going to be just like everyone else out there. And you’re going to be, we’re making you around. We’re making the competition irrelevant. You’re either the competition is going to go down. Or you’re the one who’s going to go up and it’s purely based on your clinical excellence and folks.
That’s what reputation building is about. I could talk about this for the next gosh, half hour, 45 minutes, two hours. Take your pick, but you understand the basis. If you want to call me and chat about it, I’m most pleased to do it. My cell, my personal cell is 6 3 1 7 8 6 4 2 5 3. So if you have any questions at 6 3 1 7 8 6 4 2 5 3.
It’s my pleasure. So my goal is to inspire the chiropractic profession through clinical excellence. That’s our. And that’s exactly what I choose to do. So folks, thank you so much for spending a few minutes with me today. Again I don’t know how I can ever think ChiroSecure enough for giving me a platform to share this material with you.
I’m Dr. Mark Studin, I look forward to seeing you the next time. Thanks. Have a great day.