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Marketing Chiropractic To Medical Practices, by Christina L. Acampora
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The first book of its kind, Marketing Chiropractic to Medical Practices targets chiropractors and leads them through a comprehensive sales model to demonstrate how they can educate the medical profession on how to utilize chiropractic practice for their patients. By implementing a gradual approach from the first office contact to presenting an effective and educational sales call, this text informs the chiropractor how to confidently access their greatest untapped new patient source. Marketing Chiropractic to Medical Practices offers a step-by-step approach to secure medical referrals and develop ongoing professional relationships between the chiropractic and medical worlds. Features: How to provide a pro-chiropractic message based on evidence based research How to access physicians Uncover patient needs and physician objections for chiropractic care Learn the most common physician objections and how to overcome them How to select research that addresses the needs and objections of a physician How to present research to support a MD/DC conversation
- Sales Rank: #1214146 in Books
- Brand: Acampora, Christina L
- Published on: 2008-06-02
- Original language: English
- Number of items: 1
- Dimensions: 9.02" h x .71" w x 5.98" l, 1.00 pounds
- Binding: Paperback
- 329 pages
Most helpful customer reviews
9 of 9 people found the following review helpful.
Get over your fear of approaching MDs
By R. Lloyd
I bought this book pre-ordered before it came out. I have read it, but since then I have to admit that I haven't put the ideas into action. One of the reasons is that my practice partner was launching his own campaign to market to medical doctors.
The author of this book is a chiropractor who had a practice that did not thrive nor receive many referrals despite her being located surrounded by medical offices. She then took on a sales job for a pharmaceutical company where she was taught and became accustomed to making sales calls to medical practices. After a couple of years, she then went back into chiropractic practice armed with the knowledge and experience of selling directly to MDs.
One of the challenges that many chiropractors face when approaching a medical practice is having the proper gambit to meet the doctor. This book shows you how to do that effectively. This book will also help you get over the initial fear of approaching a medical business by telling you exactly how solicitors are perceived by doctors and staff. Hint: It's different than with chiropractic doctors and staff. If you were looking to get over your apprehension of merely approaching a medical practice, get this book.
Once you get into a medical office, do you have answers to objections from medical doctors? This book is packed full of answers to objections that are structured diplomatically and will serve to help educate the MD. The author of this book took pains to gather latest research on commonly treated conditions in the chiropractic practice.
This book will not tell you how to spread the innate love to the community, or help you sigh in the comfort of some holistic, alternative philosophy. This book is about getting the bread and butter patients suffering from back pain, neck pain and headaches. And, you'll be getting them from the medical community.
3 of 3 people found the following review helpful.
Professional Advice Worth Every Penny and More
By A. Case
For two years I've been meeting with MDs to bring them information about what we do at my company, Universal Health Institute. It's been a journey of success and failure, and we've clumsily worked to create a way to present ourselves that makes sense. Dr. Acampora's advice fills in alot of the blank spots, particularly the recommended dialogue and its' context. I like the fact that she went out on a limb and identified different types of doctor personalities as well an approach to communication for each one. I've met with about 60 doctors' offices (and about 125 doctors) over the last two years, and can tell that she's been there and done it. Her advice adds the necessary polish to our New Business Development department, and we are taking it seriously.
The other unbelievable gift of this book is the references she recommends to bring to the physicians. There are several chapters full of relevant references on safety of chiropractic, success at treating low back pain, neck pain, headaches.... It's perfect. I am ordering three more books for other staff members and highly recommend you do the same. This is polished, professional and sincere work to help us chiropractic doctors communicate with our medical colleagues. The ultimate goal is to give the patients opportunities to get great chiropractic care. In fact, this book is one that ultimately helps the patient - if we use it.
By the way, Dr. Acampora offers a research service [...] to keep DCs up-to-date on data that will continue to enrich our communications library. I am signing up for three months (300.00) to try it out. If the service is anything like the book I won't be disappointed; I'll be thrilled. In the meantime, I am going to meet with her to see if I can hire her to do some "Sales Training" with my staff!
Thank you Dr. Acampora!
Good Luck!
Dr. Amelia Case
Chicago
1 of 1 people found the following review helpful.
Based on sales techniques that MD's are less likely to resist, and on presenting data they are likely to embrace
By R. Romano
I bought this book about a month ago. I am a chiropractor in my 2nd year as owner of my own office after working for another chiropractor as an associate during my first year post-graduation. In the office I own now a friend of mine co-owns the clinic with me. We do very little advertising and very little in the way of costly marketing.
I am half-way through this book and it seems like a logical plan that has better chances of success than the myriad other marketing strategies I have read about regarding acquiring referrals from MD's. It is based on a sales model that MD's are already familiar with, and due to that familiarity they are more likely to give you an opportunity to warm them up to what you are selling. What are you selling? This book focuses on selling chiropractic care as a safe, cost-effective, an clinically effective, non-invasive option for a very common set of complaints: low back pain, neck pain and certain types of headaches. This book counsels you on speaking the language they speak, and emphasizing things they are likely to appreciate. A detailed strategy for getting in front of the MD and ensuring a successful conversation is laid out, with the focus on marketing and sales techniques that have proven effective in pharmaceutical sales to MD's. And don't get hung up because it's pharma sales, since sales is sales is sales. Marketing concepts across the fields rely on the same fundamental ideas.
I am yet to put this into action in a coordinated manner, but I am confident that when I do this should work out to the extent that I can find a good pool of private practice MD's, orthos and other related specialists and implement the strategies in this book properly. Time will tell. I plan on using a month or so of reading and strategizing and then a few months so ramp things up and start making quality connections. If all goes well, a few months after starting to try to draw in referrals I should be starting to see results.
Business is good at our office, and growth is steady without spending that much money on marketing, so we don't rely on this book or it's methods, but any new patient is an opportunity to increase our word-of-mouth referrals and we are looking for an additional stream of new patients to provide growth from a few different avenues. I plan on updating this review when I have something to add about the success or failure of implementing these ideas at our office.
An obvious word of caution: this is not for a subluxation-centered DC that is unwilling to ditch some words and chiropractic philosophy in general and wellness-based care specifically, or chiropractic clinics based on improving nervous system control and enhancing general health. While all that stuff is fine by me, the research does not back that up, MD's aren't receptive to that message, and it won't get you any referrals from MD's. This book is about getting MD referrals, so all that stuff about innate and subluxations isn't going to do you any good, and will probably kill your chances.
4 stars now because it is detailed and persuasive to me, and I will make it 5 if I see positive results after doing my best to apply this stuff as laid out in the book.
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