From: Dr. Margolies

After this week's e-mail message are a number of posted requests. There is a letter of concern from 
England .. a new chiropractic web network offering you free space to place your office listing .. a sale 
of a SAM Mark VII and  AquaSooth Table .. remember .. this forum is open to you as well .. if you 
have something you'd like to share .. an office needing an associate .. something to see or buy .. or a 
question or two .. let me know. Often you can find my answers on my webpage 
http://www.chirosmart.net .. and as always .. your ideas and answers are welcome

E-Mail Message: Referrals

Possibly the best method of practice building is creating a practice from within. The patient that 
refers their family and friends is a patient that appreciates your care .. your office .. chiropractic .. and 
wish to share this with others. If you have been doing your homework .. telling the chiropractic story 
.. provided educational literature and videos .. had on-going patient educational workshops .. 
provided chiropractically oriented newsletters at the front desk and sent them via snail or e-mail to 
patient's homes and/or work .. you should expect the reward .. new referral patients. 

But .. don't expect on-going referrals unless you make the effort to ask.

Referrals .. as a form of marketing .. fall under a few categories. There are those amongst us that 
have a natural flow of words and ideas. People seem to gather around to listen and be lead by you. 
It doesn't take much as your calm and nurturing nature seems to generate trust and confidence. 
Others generate trust via performance. They are so dedicated to their skills that patients feel an 
immediate sense of confidence .. they know they are in the right hands and wish to share this with 
others. Some offices have scripted and planned referral programs. Special days are set aside to ask 
for referrals .. staff are delegated specific patients to ask .. surveys are provided patients to open 
the conversation .. special events and in-office promotions are used to attract interest .. and more of 
the same. So whether you make the concerted effort to attract referrals or find it comes naturally .. 
referrals is the end product of a well managed office and an important part of your internal  
promotional efforts.

Some of our management consultants ask you to mention certain concepts each visit .. dependent 
upon which visit the patient is being seen your message would differ. Some have handouts that are 
given as a means to educate and open the discussion of why they .. the patient .. should participate 
in community wellness. Some recommend creating awareness by posting on the reception room wall 
the Patient or Condition of the Week (with their great results via chiropractic) .. placing symptom 
and chiropractic result books in the reception area (remember .. most patients have limited 
understanding of the potential of chiropractic .. they are oriented to what worked for them .. 
discussing the possibilities for other health related conditions will open their minds and hearts to 
others who need their first adjustment) allowing others to realize that chiropractic helps more than 
their specific complaint. Some subluxation based offices (in reality .. we all are) .. dwell heavily on 
the components of the subluxation .. structure related to function .. inability of the body to regain and 
maintain its health potential .. specific neurological breakdown from what is to what was.  Stressing 
the importance of the subluxation .. removing the symptom from the picture .. allows everybody to 
participate in wellness care regardless of their present subjective and symptomatic complaints. 
Describing and getting excited about the components of the subluxation .. the natural wear and tear 
of structure .. irritability to the paraspinal soft tissue .. micro vascular and neurological insult and 
corresponding reduction of biomechanical performance .. opens up the possibility that everyone .. 
especially their loving family and friends need .. at least .. an evaluation .. therefore .. the referral. 

Have a staff meeting today .. discuss with every staff member which patients are ready to ask for a  
referral.  How has each new patient has responded to care .. have they seen the light and 
understand chiropractic .. understand that we provide a different and necessary health care service .. 
discuss how to ask for a referral .. why it is so important to have our patient's participate in this. 
Acknowledge the referring patient .. thank them and have the person who was referred in .. thank 
them as well. Use some props. I recommend you print additional office cards .. a different color .. on 
the back of these new cards print this:

This card entitles the bearer to a case history review, a chiropractic spinal examination and report.

Bearer:

Referred By:

Expires:

Change the words .. place a value or coordinate it with a local charity. The purpose of the card is to 
offer a reduced fee .. if not complimentary .. to the potential new patient. This e-mail isn't about free 
or not free services .. that debate we can set aside for another day .. but do what you feel is ethical 
and comfortable to invite these people in.  The idea is to offer your services .. your time .. and reduce 
the barriers of non compliance if possible by making it easy to participate and leaving the initial cost 
factor out. Be sure there is an expiration date .. usually two weeks to generate urgency.

Since this e-mail is going out July 3, 1998 .. we sent to our active patients, as well as to our e-mail 
patient list .. the following letter. Within the envelope were two of the above referral cards. .. We 
also mentioned this program during the week. You can write a letter similar to this anytime of the 
year .. hand it to patient's with a card or two .. give a card when they discuss a potential referral .. 
ask if they know of anyone who would benefit from care. Here is the letter sent early in the week:

By the time you receive this letter, we will have celebrated another Independence Day. As a 
country this is a proud event .. standing free as a nation. This is not a political statement but a 
statement of fact. 

Chiropractic is American born and raised with September 18, 1895, the day of  the first chiropractic 
adjustment in Davenport, Iowa. From these humble beginnings grew a profession that helps 
millions daily throughout the globe. Chiropractic grew from the first chiropractic college .. Palmer 
College in Davenport .. to 15 presently in this country and many others worldwide. Right here in 
Marietta is the largest chiropractic college .. Life University, School of Chiropractic .. with over 4000 
students. As many of you know, I graduated from Life in 1978 and am now privileged to teach there 
as well. 

It is my opinion that 1895 was also a day of Health Care Independence. From simple beginnings and 
theories, chiropractic grew as a science, art and philosophy. As clinical results began to prove 
theories correct and scientific studies confirmed what the doctor was witnessing in their practice .. 
the profession grew as people began to demand an alternative to medical drugs and surgery. 
Others, including your family and friends, also need to know.

Enclosed, please find two referral cards that will expire in a number of weeks. Take this opportunity 
to give both of these cards to a friend or family member .. their opportunity to declare independence 
from pain or a health concern. It is up to you to share this opportunity with others .. if you need 
additional cards .. please ask.  

If you have any winning referral ideas .. please let me know and I'll post it on the webpage.

Dr. M

Now some requests:

Dear Joel

I recently had a patient of mine go to Florida on holiday, as he was recovering from a bit of a back 
problem and was still a little achy, I told him it would be helpful to drop into a chiro for a couple
treatments while on holiday to avoid any relapses. Armed with my fax and e-mail number, off he 
went for a couple weeks. As he was a bit stiff after the long flight from the UK, he looked up a 
chiropractor to get an adjustment while there. Well, $500 later for a whack of x-rays he didn't need 
and 2 treatments later he is now a very pissed off patient with a rather dubious view of our 
profession while someone was making a quick buck.

I see a lot of foreigners (mostly Yanks and a few canucks and the odd auzzie) here as they holiday 
in the UK and are in the midst of a treatment program with their regular chiropractor and rarely ever 
charge them for a new patient exam, just a treatment (about $30 US) and try get a hold of their 
regular DC overseas if I can. I feel this helps a little "goodwill" for our profession and I would expect 
the same from a fellow DC who sees one of my patient's while on holiday in the states or where 
ever.

You would be surprised how many new patients I see here, and when I ask them how they heard 
about chiropractic (which contrary to popular belief is not a household name in the UK) they tell me , 
well I have a sister or cousin etc. in the states, Canada or Australia etc. and "it really helped them"

Please someone tell me this was a rare incident from some twat in Florida!

New Chiropractic Web network:

My name is Scott Clark, and I am the Executive Director of the Advocates
of Chiropractic ( http://www.forhealth.net/chiropractic/ ).  We recently
created a new site called The Chiropractic Network.  This is a site
where Chiropractors can list themselves by state at no charge.  I would
appreciate it if you could inform your doctors that this site is
available to them for free as a continued effort to get a larger
percentage of the population visiting chiropractic practitioners.  The
url is http://www.forhealth.net/chironet/
I appreciate your time and I look forward to hearing from you.
Respond to: act@hypercon.com 

Same Unit for Sale:

I have a SAM Mark VII with all the portable wall, posters etc. It is
great shape.  I believe the new price for this equipment is $3900.  I am
asking $2500   .. Respond to: drdna@mindspring.com

AquaSooth Table for Sale:

Aquasooth table for sale. It is like a spinalator, except it is with heat and water. (Patient
is dry) New sells for $9,000 asking only $4,500.  Call Dr. Ackerman  770-399-1800


Frequently Asked Questions About Managed Health Care

Q. What does HMO stand for?
A. This is actually a variation of the phrase, "Hey, Moe!" Its roots go back to a concept pioneered 
by Doctor Moe Howard, who discovered that a patient could be made to forget about the pain in his 
foot if he was poked hard enough in the eyes. Modern practice replaces the physical finger poke with 
hi-tech equivalents such as voice mail and referral slips, but the result remains the same. 

Q. Do all diagnostic procedures require pre-certification?
A. No. Only those you need. 

Q. I just joined a new HMO. How difficult will it be to choose the doctor I want?
A. Just slightly more difficult than choosing your parents. Your insurer will provide you with a book 
listing all the doctors who were participating in the plan at the time the information was gathered. 
These doctors basically fall into two categories -- those who are no longer accepting new patients, 
and those who will see you but are no longer part of the plan. But don't worry -- the remaining doctor 
who is still in the plan and accepting new patients has an office just a half day's drive away! 

Q. What are pre-existing conditions?
A. This is a phrase used by the grammatically challenged when they want to talk about existing 
conditions. Unfortunately, we appear to be pre-stuck with it. 

Q. Well, can I get coverage for my pre-existing conditions?
A. Certainly, as long as they don't require any treatment.

Q.  What happens if I want to try alternative forms of medicine?
A. You'll need to find alternative forms of payment.

Q. My pharmacy plan only covers generic drugs, but I need the name brand. I tried the generic 
medication, but it gave me a stomach ache. What should I do?
A. Poke yourself in the eye.

Q. What should I do if I get sick while traveling?
A. Try sitting in a different part of the bus.

Q. No, I mean what if I'm away from home and I get sick?
A. You really shouldn't do that. You'll have a hard time seeing your primary care physician. It's best 
to wait until you return, and then get sick.

Q.  I think I need to see a specialist, but my doctor insists he can handle my problem. 
Can a general practitioner really perform a heart transplant right in his office?
A. Hard to say, but considering that all you're risking is the $10 co-payment, there's no harm giving 
him a shot at it. 

Q. Will health care be any different in the next century?
A. No, but if you call right now, you might get an appointment by then