Q: Dear Dr. Margolies, I graduated in April of this year. I was a student of yours and have found great use out of your book or rather books. I was working in a practice for four months and I decided to trek out on my own. I am writing because I was hoping you can give me some letter writing ideas that can possibly stimulate referrals from attorneys. Any help from you would be greatly appreciated. A: Read through the material below and if you need some further information .. let me know. Also .. if you do not have my PI Workshop Workbook .. this may be of interest to you .. $25. Marketing The Personal Injury Practice © By: Dr. Joel E. Margolies Purpose: Linking the legal community with your office Observation: There are some doctors within our profession that would rather not work with a Personal Injury case. Whether they dislike the legal profession or feel they will be playing ping pong with insurance companies is irrelevant. People within your community have collisions and there is nothing that duplicates conservative chiropractic care towards their rehabilitation and wellness. If you deny this segment of patient care within your practice you not only reduce the potential income but also the healthcare of your community and the overall purpose of chiropractic. YOU BE THE JUDGE Action Steps: Create an Attorney Marketing Farm: Determine location of community attorneys Yellow pages .. trials lawyers .. personal injury Create an attorney log (database) .. local and city wide Clients may work or live in your area Begin a phone and letter campaign Determine which attorney works with PI and paralegal Proper spelling of name .. zip code .. fax .. e-mail If receptionist asks for purpose of the call: " I am calling for Dr. Smith, a chiropractor, and we were wondering if your firm is accepting new PI clients" "Creating an attorney referral list for our patients" "Will be sending timely and resourceful newsletters" Edit the attorney log with proper names and data Mark date and what is being sent Create a timeline for call backs and further mailings Mailings Send an initial welcome letter and highlight: o Post graduate programs involving PI or rehabilitation o Certification in allied areas .. impairment ratings .. o Published articles in professional journals o Specialties you are an expert in .. diagnostic testing o Community projects involved in .. access to people o Cities surrounding your location .. enlarge draw area o Landmarks .. allowing them logistics to your office o Insurance networks .. marketing tool for no Medpay o Your open hours and bus routes for convenience o Include a number of your business cards o Second Biomechanical/Chiropractic Opinion Why send anything? o Keeps your name in their mind .. repetition works o Sharing your knowledge .. may be shared with others o Highlights your interest in working together o Reveals your knowledge for testimony "We already have a chiropractor we work with" __ If the attorney or their staff mention they have a chiropractor they refer to or if you feel a local chiropractor has the whole city locked up .. remember that many of their clients may live or work near you and their clients ability to follow with a care schedule would be easier if they send them to you Follow up within the week: Call .. don¼t leave a message the first few efforts o Did they receive your initial letter o Can they be included in your referral network o Would they appreciate your PI newsletters o Get a pulse of their interest .. if not interested are there other attorneys in their firm or paralegals o If interested ask them to send a number of their cards o Do they have clients needing a second opinion different point of view .. possible extended care o Determine a time to either meet them or they you Replies: Negative lawyers may say: o That DC¼s are not as effective as MD¼s in court ask if they have used DC¼s often in the past was there one area they felt DC¼s were weak in if they have no quick reply .. forget them o We treat too long medical care is heavy in diagnosis .. tests and all chiropractic care heavy in treatment o In court chiropractors get little respect juries are full of chiropractic patients chiropractors illustrate and testify better Where you find attorneys: Near county or city courthouses o Schedule multiple meetings .. few per morning __Survey the attorney or paralegal __Ask how you can help them .. unique twist __What they like least working with a doctor __Are bills generally too high .. too low __Do they want a paper trail of patient records __What is their opinion concerning pre-existence __Question their acknowledgment of the lien Prove Your Ability and Desire To Testify Power Lunch: o Best to have them come to your office .. logistics o If not the attorney have the paralegal visit o During lunch provide them a packet of information __Loose leaf book of data __certifications and curriculum vitae __copies of articles pertaining to PI __copies of partial narratives and objective tests __illustrate impairment ratings Common attorney reaction: "you send me someone and I¼ll do the same" all you can promise is to assist their clients Attorney and/or Paralegal Soft Tissue Injury Seminars: Purpose: You are an expert in soft tissue testimony and care Accepting referrals from receptive attorneys First in mind for case entry paralegals Action Steps: o Send an introductory letter with return stamped postcard __Are they interested in a free seminar __Best day of week/time .. court early in week __Would their paralegals attend o Gather returned cards and schedule a seminar location __Hotels are best but be conscious of costs __Food/drink usually purchased from hotel __Small group may begin in your office __Check if local library has a room for lectures __Look for alternative and cheaper locations o Create workshop towards education and enlightenment __Local attorneys know little about whiplash __Paralegals know less and need to know more __Use slides .. overheads .. video __Focus on anatomy and visuals for affect __Prepare a handout with terminology __Have qualifying chiropractic questions __Survey those present .. further classes helpful o Be a local expert .. CLE credits for license renewal __Contact State Bar and ask if it is possible __Breakdown components of day with breaks __Decide which hours are technical and ethical __Get a letter of endorsement from State Bar __Send a promotional letter to law firms __Offer large firms to do seminar in their office Conclusion: Marketing includes various venues .. working with the legal profession is one portion of a marketing program. Lawyers often see PI patients before anyone else .. they need care and often they have no one to turn to. Be available and Be efficient This is the notes for my class in December: PERSONAL INJURY WORKSHOPS© Purpose: Establish A Relationship With Legal Community Establish Yourself As An Expert Action Steps: o Gather Data from Various Sources Publications From Professionals Books .. Magazines .. Internet Search Chiropractic .. pertinent useful data Medical .. separate useful information Legal .. learn from both sides Engineering .. weed out bias Insurance .. learn the issues at stake Consumer .. pulse of the community Seminars .. Continuing Educational Programs Independent .. State .. National Associations Rating Impairment Seminars .. For Credit Data Distribution Programs .. For Credit How Expert Do You Want To Be? Professional Programs .. DC .. MD .. Legal Discussions with Colleagues Learn in Hallways and on the Phone Questions .. ask for help Seek Out Sharing Souls Find a Resource and Visit Often Discussions with the Legal Community Meet with local attorneys .. lunch .. casual Share concerns and knowledge Ask for their resources .. compile data o Gather Pictures .. Charts .. Props Anatomy Charts .. Spinal and Visceral Plastic Spine .. discs .. muscles .. nerves Neurological .. Plexus and Relationships Muscular .. Stabilization and Irritation Impairment and Functionality Ortho/Neuro Tests and Affected Areas Unique Chiropractic Analysis Difference makes the Difference Need for Second (DC) Opinions Why Chiropractic Analysis Structure .. Exam .. Care Auto collisions and Statistics .. cut and paste Mathematical Equations .. make it digestible o Compile For Selective Programs Breakdown Seminar Programs Soft Tissue Injury Recreate mechanics of whiplash (CAD) Outline specific components injured Sprain .. Strain .. Parethesia .. Radicular Walk through typical post injury response Physical .. Emotional .. Social Typical injured journey to get well Hospital ER .. HMO .. You¼ll be okay Low Impact and Rebuttal Plastic and Elastic Collisions Elastic .. little damage to vehicle Plastic .. visible and costly damage Timeline .. stronger bumpers = less repair $ Forces of impact absorbed by occupant Handouts with gathered data for rebuttals Deposition and Court Appearances Review Qualifying Questions Have questions for them Subjective ‚vs- Objective Discuss your unique expertise Certifications and Training Review typical strengths and concerns Mechanics of a collision Rear .. Side .. Front Impacts Inertia .. Stretch Reflex Rebound Effect .. Mass Shoulder harness .. Headrest Objective findings .. physical .. x-rays Pre-existence .. past history Medical ‚vs- Chiropractic care WHY Evaluation .. different conclusion X-rays .. different interpretation Adjustments rather than drugs Adjunctive care with adjustments Patient homework and rehab Using props in court Reviewing soft tissue and aggravation Discuss cross examination Injury .. Healing .. Rehabilitation Review soft tissue Discuss immediate and sequential healing Defensive Posturing .. Spasms Law of Entropy .. randomness Over healing .. Spinal lesions Fibrosis .. Scar Tissue weaker .. increased neurons Vascular .. constriction = - blood longer to heal .. pain sensitive Overstretching .. Regeneration .. Remodeling collagen .. clings .. ‚ elastic Compounding effect instability and weakness Chiropractic Protocols Adjustments Mobilization ‚vs- Stabilization Stimulates touch receptors Stimulates natural endorphins Natural pain killer Note Taking .. Terminology .. Narratives Discuss SOAP protocols Review your specific note taking Review Chiropractic Procedures and Terms Prepare handouts of exam findings Discuss use of various techniques Correlate criteria for care Review a Generic Narrative Discuss highlights and Prognosis Impairment Ratings Based on AMA Guides Review the Guides and Rating protocols Prepare handouts with spinal concerns Discuss terms Impairment ‚vs- Disability Whiplash workshop for the Paralegal Don¼t forget the link between client/patient Offer to train their staff Discuss overview of above .. their role Create awareness for your office o Create a Database of Local Attorneys Begin Telephone Campaign Who does PI work Name of Paralegals Fax and E-mail addresses Create a database for newsletter labels o Create Newsletters Determine Information to Distribute Select Data for On-Going Newsletters Professional newsletters are available Short Newsbriefs E-mail .. Fax .. Snail mail Send monthly Highlight office map .. landmarks insurance networks o Create Overheads .. Slides .. Handouts Use one protocol that can be transferred MS Powerpoint can be made into: Slides .. outlines .. handouts o Create Invitations And Flyers Determine Where Programs Will Be Held Your Office Small group .. provide munchies Local Hotel For larger groups or to impress Financial decisions .. cost effective? Audio visual .. added expense Catering .. more added expenses Area Resources Local library or school Attorney Office Large offices may appreciate this Outline Specific Programs Decide which programs will be offered Determine who you want to attract Paralegals often refer more than attorney Choose day for seminars Early in week they may be more in court Weekends and evenings are private time Lunch hour may be too rushed but best Create flyers .. snail .. fax .. e-mail Don¼t clutter Highlight the topics and purpose Map to location Highlight continuing legal credits If possible get CLE approval create a timeline breakdown topics o Manual .. Handouts .. Survey Create a Workbook Highlights of workshop topics Print Handouts If no workbook provide handouts Be sure your office is all over it Create a Survey Question their knowledge Will further workshops with topics above help Ask how they would like to work with you Conclusion: BUILD IT AND THEY WILL COME