What is a true expert?

What is a true expert?

What is a true expert?

What is an expert, and particularly, what is an expert in the spinal soft tissue injury market or the spinal ligament injury market?

What is an expert? What actually is an expert? I want doctors to start to be able to identify experts, so when they have questions, when they’re looking for advice, they’re looking for education, that they are, indeed, searching out experts.

So, what is an expert? An expert is somebody who has specialized knowledge due to experience. The only way you gain that specialized knowledge is through experience. Today, there are so many so-called experts in the spinal soft tissue injury market. And here’s a fact that I’m going to point out. Spinal ligament injuries are the number one cause of chronic pain and disability.

All our experts, all of our expertise of the past has led to this condition being the number one cause of chronic pain and disability in the market today. We’ve got to find better experts, but before we do, we must define what is an expert. So, again, an expert is somebody who has specialized knowledge through experience, and through the application of that knowledge.

I’m going to give you an example. We can have an engineer, and engineers are the ones that design and build bridges. Professors of engineering teach our students today. They can be an expert at bridge building, so that professor could be described as an intellectual expert at bridge design, bridge building, and every aspect of putting a bridge together. But yet, they’ve never built a bridge, so they don’t have any experience in the thing that they are an expert in. To me, that’s not a real expert. That’s a paper expert. That’s an educational expert. That’s an ivory tower expert.

Let’s take the student, who goes out and builds six tremendously large impressive bridges that help us all. That expert has specialized knowledge. Let me tell you what happens with that expert. That expert went through the same education that every engineer did, right? So, just because you have an engineering degree, you could say, “Hey, I read a ton of books on bridge building”, and today, you could be a highly renowned expert. As a matter of fact, you could have a lot of titles behind your name showing that you’re an expert, but you have never built a bridge.

So, here’s the difference. The person that has built a bridge knows what information is important and what information is not. The key to an expert is that they can differentiate what is important and what is not, whereas the non-expert thinks everything is important.

When you are new to a subject, one of the biggest issues that you have with the subject is that everything seems so important. You’re not sure what is important and what is not. So, today, we need to start relying on experts. That expert, that expert that’s built a bridge, can come in and say, “You know what? 90 percent of what this professor is teaching actually does not apply and is not really necessary to understand in order to build that bridge.” That’s the difference between a true expert. A true expert can tell you what is important and what is not important.

In the area of spinal ligament injuries, we have a lot of so-called experts, but we don’t have a lot of experts when it comes down to determining the severity and location of a ligament injury, using excessive motion testing, and using MRI with excessive motion testing.

What is excessive motion testing?

Excessive motion testing is designed to pick up the imaging biomarker of a ligament injury. A ligament injury leaves two imaging bio-markers behind. An imaging biomarker is a specialized feature that determines the diagnosis of a condition. An imaging biomarker for a fracture is a separated bone on x-ray.

An imaging bio-marker for ligament damage is two-fold. Excessive motion is picked up and measured. When you’re in the injury market, it should be measured independent of the provider. Providers should not make these measurements themselves simply because they are going to use that information for determining a treatment plan, determining impairment, determining if they need a consult with a spinal fusion surgery consultant, a spinal fusion surgeon. They’re going to use that to make return to play parameters decisions for contact sports. They’re going to use this information, and the information is significant, so it should be done independent, unbiased.

You have excessive motion testing, and you have MRI. Today, there’s been such an over-utilization of MRI for spinal ligament injuries, and MRI is not even one of the better tests. It’s a good test for a disc. Remember, you have 23 discs and over 220 specialized ligaments. MRI is great for a disc study, but it’s not great to pick up excessive motion.

MRI was never designed to do this, and excessive motion is one of the most damaging aspects of a spinal ligament injury. It’s picked up with stress radiology and accurate measurements, but again, doctors, smart doctors, SmartInjuryDoctors, know that those results should be done independent. Results from an MRI should not be read by the treating provider. Disc herniation should be determined outside of the treating provider, and the treating provider can use that to make better treatment decisions.

Excessive motion testing should be done outside of the treating provider. Now, why do I say that? Well, because as far as somebody in the market that has utilized … What I said is an expert is somebody that has experience. I have as much or more experience in the market utilizing these procedures as anyone. So, I have direct experience with it, so I’m coming from complete experience, and there are not enough doctors in this market that have experience with excessive motion testing.

  • How does it combine with MRI testing?
  • How do you use it then to get better treatment results?
  • How do you use it to focus on and enhance and change your treatment plan?
  • How do you use it to manage your patient get better results?
  • How do you use this information to make sure that your patient doesn’t have chronic pain at the end of your care?
  • How do you use this information to make sure that your patient is seriously reducing their risk for long term residual complaints?
  • How do you use this information to make sure that you’re doing everything that you can to make sure that the person is not disabled or debilitated from these types of injuries?
  • How do you use this information to align with other factors of care that you can use in order to get better results?

That’s what an expert can do. When we look at excessive motion testing, I think if a provider has maybe 500 studies under their belt, they’re getting some really good expertise in this area, maybe 200. But, how many providers in the market today have actually sent out 200 plus injury patients and then monitored to the results of the test, clinically correlated it for the spinal instability level, accurately treated it, and then sufficiently documented it, so it makes everyone’s life easier? How many experts in the market are there that have done that? It’s very few, and they’re very rare. That’s what we’re producing with SmartInjuryDoctors for back and neck injuries. That’s what makes these doctors incredibly unique.

What I wanted to talk about was an expert. When you find an expert that has 10, 20, 30 years of experience, and you want to know about that subject, you want to get with that expert, and you want to have that expert take 20, 30 years of what they’ve experienced in the market and get that information in a week.

That will hyper-escalate the evolution of the science. So, that bridge builder that’s built 10 bridges can tell you a lot of things, and if new education programs and new information is based off of that information, then you’re going to have a serious expansion in the science of bridge building or a serious expansion in the science of spinal ligament injuries or a serious enhancement of the science of the treatment of spinal ligament injuries.

Now, spinal ligament injuries, remember, they’re not sexy. You’re never going to see a St. Elsewhere or House, where the provider actually went, “Oh my gosh, why are they having debilitating headaches? Oh my gosh, why are they having debilitating neck pain?” And only to find out 50 minutes later through all of this testing and weaves in and out of the story, that it was a simple spinal ligament injury, and that it was only due to the sheer acumen of the doctor’s, House, in this case, brilliance that he actually picked it up.

That’s not what you’re going to see with this, but the doctors that are really good with this condition should be the most significant doctors in the market today because this market causes … This condition causes the most chronic pain and the most disability.

I am always hit by, “Well, this expert or this person said this.” And my question is always, “Okay, well how much excessive motion testing have they done?” I don’t mean how much have they said they’ve done. How many studies have they sent out? How many times? How much have they taken that information and relied on it clinically? It’s almost always none. So, they’re relying on an expert that has little or no experience in the subject that they’re asking the expert to give their experience on or their education on.

Get with the providers. Get with the experts that really do have expertise, and they are not just talking about it. They are not just reading about it. They haven’t read everything there is to know about it. They actually have applied their knowledge to get a very specific result.

That’s what you’re looking for. That’s what we’re creating in the SmartInjuryDoctors’ programs. We’re creating doctors that are relying on the expertise in very, very small niche subjects, and the most important subjects there is in the spinal ligament injury market.

Don’t get caught following an expert who’s really not an expert. Search for really good experts. Glean what you can, and then take their information and take it to the next level because that’s what we need in our injury markets today. We need the top doctors in our injury markets, and those top doctors should have access to all the injury patients as far as I’m concerned. The best doctors in the injury market should have the most injury patients, and our whole work, employers, insurers, should be directing those injured patients to those doctors.

For more information on Spinal Ligament Injuries please check us out at http://www.smartinjurydoctor.comor check out our SmartInjuryDoctors® Podcasts on Apple Podcasts, Spotify, Google Play or Stitcher.

For information on spinal ligament testing by board certified medical radiologists go to www.thespinalkinetics.com

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What the Back and Neck Injury Market Needs Is Better Doctors

What the Back and Neck Injury Market Needs Is Better Doctors

What the Back and Neck Injury Market Needs Is Better Doctors

What I want to talk about in this article is what the injury market really needs.

It needs better doctors.

And it’s very, obvious that this is true by looking at the statistics in the injury market.

The statistics in the injury market are horrific.

I’ve been in this injury market for a long time, I’ve worked with a lot of different doctors. One of the things that’s so interesting to me, and it’s something that needs to change, is doctors are so proud of …

Like if you take these, for example, in the back and neck injury area, doctors will proudly actually show statistics.

I wrote a video called “Whiplash Statistics Don’t Lie.”

And it’s on Spinal kinetics You Tube channel, and it goes through 41 studies that show the horrific results of anybody that suffers a spinal ligament injury in the fact that they have a significant risk to never, ever get out of the pain that they actually have as a result of these injuries.

I don’t think anybody in the market disagrees with the fact that we need to have doctors who are a lot better at treating patients and getting results.

We don’t need more doctors.

We need smarter doctors.

We need doctors that can get results and we need that to be the primary focus …

The market for 2019 is starting to change and the market for 2020, 2021, 22, and beyond is going to be about results. Not about the money that doctors can make. Any doctor that can get great results in the injury market won’t have a problem earning money.

Money’s not an issue. Anytime that you’re really good at what you do, and in the Smart Injury Doctors Program I say the smart injury doctors are doctors that are striving to be in the top 20 percent of their profession, so they are really good at what they do.

Those doctors do not have a money issue. Those doctors aren’t the ones talking about the money that they make or the money that they can make.

They’re talking about the results that they get.

They’re constantly striving to look for better diagnostic procedures, better patient management procedures, and better treatment procedures that yield better results.

They also can document in a way that allows everybody in the market to have a much easier time, because when you’re in the injury market, you’re in the medical-legal environment where documentation means everything.

But if you look at the statistics today, the National Safety Council says that for every medically attended injury in the Workers’ Comp market today is a 42-thousand-dollar bill to the employer.

So, injury care … all care, for that matter, but injury care which is a huge portion of the health care market, must start to focus on getting better results.

We want doctors to go out of business.

Now, when I say that, the great doctors will never go out of business.

But bad doctors will.

The injury market has allowed bad doctors to survive. Doctors that are just more interested in the patient as a dollar sign instead of the patient as someone that they get great results with.

You can tell those doctors in the market, you can tell those consultants, you can tell those experts, because that’s what they’re talking about. They’re never talking about the results they get with the patient.

They’re talking about:

  • how much they billed
  • how much they made
  • how much their attorney made

But they don’t ever talk about the devastation of the life. When an attorney and a doctor make a huge amount of money in injury care, it’s because the patient didn’t do well under care.

It’s because the results of the patient were not good. Now some of them, in catastrophic injuries, everyone agrees, those are very difficult to deal with. Those are very difficult to deal with. In the back and neck injury market, not so much.

So, there are too many doctors in the market today that are proud of the fact that they make attorneys money.

Well, how do you make attorneys money?

You make attorneys money by not getting good results with the patients. A doctor’s job in the injury market is to diagnose properly what the patient has. Full, accurately, completely, as well as you can.

Treat the condition to a great result in a highly effective and efficient manner, and document in a such a way that everyone has a very easy time understanding exactly what you did.

But results. The future market in the injury market is a results-based market.

It’s a market that’s going to sane out, it’s going to start to call out bad doctors, bad procedures, bad equipment.

And it’s going to start to go after good results. Anything that produces good results today in the injury market will thrive, especially in the new injury market that’s coming.

So, what we need today in the injury market is really simple:

We need great doctors; we need great injury doctors.

SmartInjuryDoctors that can get great results with the patients.

Those are the doctors that have high-purpose practices. Those are the doctors that look forward to getting up every morning and going to practice. I know when I was in private practice, we were very good at patient results.

And I very much so looked forward to getting involved and getting in with the patients. Nothing else mattered.

When I say it didn’t matter, yes, I was running a business, and yes I had to deal with staff and contracts and healthcare contracts and contracts for PPOs and HMOs and Medicare changes, and all the various things that you have to do in a private practice today to thrive and survive.

My point is that I just absolutely love…

The point that got me up in the morning, was working with the patients and getting the great results that changed lives.

Remember, as an injury doctor, when you have an injured person come in, they come in with a family.

Let’s say it’s a mother of four children and married, husband. Right?

Big family.

Well, when you are treating that patient, you’re also treating all the dynamic that goes with that patient. When you improve that, and you know you’re improving that, it’s an amazing practice.

Injury practice is the most purpose-driven practice that you can have. It’s the most beautiful practice that you can have because of the effect that you have on the injured person’s lives. The biggest thing that’s needed in the market today are doctors that are highly effective at getting great injury results in a very cost-efficient, cost-effective, very shortened time manner.

The better we can get at getting great end results, the better the doctors are. And that’s what we call Smart Injury Doctors.

I also just want to remind all doctors in this program today, that a doctor’s job is to reduce patient benefit needs.

Now this gets so confused in the market today, because I know as a person who has trained doctors and trained attorneys for a very long time, one of the worst questions that I would ever be asked by a doctor was:

  • ‘How do I show, or do I make patients’ attorneys’ money?’
  • ‘How do I increase settlements?’

I hated that question, just hated it. Still to this day, I do.

Because good doctors don’t do that.

Good doctors know, just like I knew, when I was in private practice, I knew that when you get great injury results, you are aligned with everyone in the market, which is exactly where you want to be.

You want to be aligned with everyone in the market.

What does the patient want? That’s exactly what the patient wants.

What does the patient’s insurer want? That’s exactly what the patient’s insurer wants, they want great results in a short and cost-effective manner, as short as possible.

What does the patient’s attorney want? They want the same thing. What do the defense attorneys for the insurance industry want? They want the same thing.

So, when you are good at what you do with injury work, you are what everyone in the market needs, and you have a much easier time in private practice.

Injury recovery results. I don’t mean monetary recovery. I mean physical recovery. Injury physical recovery results, and doctors that can get these results fast, efficient, and cost-effective, are the most sought-after doctors in the market.

And doctors, I just wanted to say to those of you in the injury space, that’s what we’re all working towards, that’s what the Smart Injury Doctors program works towards, but I just wanted to do a simple program on that to remind everybody in the market that that’s truly what we’re after.

For more information on Spinal Ligament Injuries please check us out at www.smartinjurydoctor.com or check out our SmartInjuryDoctors® Podcasts on Apple Podcasts, Spotify, Google Play or Stitcher.

For information on spinal ligament testing by board certified medical radiologists go to www.thespinalkinetics.com

Want to learn more about Smartinjurydoctor's Program?

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701 Richards Ave
Clearwater Florida 33755

labell@biocyberneticsinc.com
Call Lee Ann at 1-800-940-6513, ext 700

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© 2019 Biocybernetics Inc.

Why an MRI Is Not the Best Ligament Injury Imaging Test

Why an MRI Is Not the Best Ligament Injury Imaging Test

Warning: American Family Doctors Publication Shows 90% of Back Injuries Are Improperly Diagnosed

In this article we want to discuss an article that was published in the American Family Physicians Journal. This article brings up a topic that I’ve been talking about for years. And it’s only gotten worse. This article claims that 90% of today’s injured patients who’ve suffered a back or neck injury are working with doctors who do not have a clear understanding of their injuries. Wait, it gets even worse.

There’s A Familiar Lack of Understanding Present in This Article

These same doctors are unable to find the underlying physical conditions of these injuries at a time when these back and neck injuries have never been easier to diagnose. We’ve gone over this before and I am not going to go into depth in this article abut the role that an MRI and stress radiological studies play in picking up the two key bio imaging markers for these injured patients. These injuries account for:
  • #1 Cause of disability and chronic pain: Lumbar Spine Injury
  • #4 Cause of disability and chronic pain: Neck Injuries
  • #6 Cause of disability and chronic pain: Headaches associated with an injury to the ligament of the cranio-cervical junction or the cervical spine itself
I want to go over this with you in detail. I’ll put a link to the article here which appears on the American Family Physician website. The article we’re going to break down is the one called “Non-Specific Low Back Pain in Returning to Work” You can open it up and follow along with me.

I’m going to point out some things that are very prevalent in the market today and this is exactly what needs to change.

It says that as many as 90% of persons with occupational non-specific low back pain are able to return to work in a relatively short period of time. Now, I’m going to contest this point and quite a few other things in this article. You see, this position paper is a telltale sign of today’s market and it’s pushing the agenda that if there are no red flags with a patient, we as doctors can get them back to work quickly.

What are these red flags, you ask?

  • Infections
  • Fractures
  • Cauda Equina Syndrome
If one of these isn’t present a patient should be encouraged to remain as active as possible. We should minimize bed rest. It states that we should advocate the use of hot and cold compresses to minimize swelling and tell patients to take anti-inflammatory medications as desired.

What this article is telling doctors to do…

These patients need to take part in home exercises and be returned to work as soon as possible. Medical and surgical interventions should be minimized when abnormalities are not found in physical examinations. Patients who are having difficulty returning to work after four to six weeks should be examined and studied for possible personal and occupational psychosocial factors. A multidisciplinary program should be strongly considered to prevent a delayed recovery in those patients struggling to return to normal baseline activities and pain levels. One of the biggest problems I see with delayed recovery is that it is often the result of a delay of an accurate diagnosis of what the problem is in the first place. This article rightly points out that these medical doctors openly admit that they do not know what the underlying pathology is as you’ll see here. So, it goes on to say that patient advocacy should include unnecessary and ineffective medical and surgical interventions, work loss, joblessness, and chronic disabilities. The next thing the article states is that the management of low back pain and determining a patient’s safe return to work are common issues encountered by family physicians today.

Challenges include unfamiliarity with:

  • A patient’s individual job demands and requirements
  • Complex Workers’ Compensation systems
  • The vast array of diagnostic and therapeutic interventions of questionable effectiveness and value
The medical doctors in this article are actually openly admitting that most of the diagnostic and therapeutic interventions they order have questionable effectiveness and value when it comes to treating and diagnosing these injured patients.

Clearly, the object of this article is to encourage a plan of conservative care.

What is conservative care?
  • Physical Therapy
  • Chiropractic
  • Massage
  • Acupuncture
This is what most family doctors follow when they talk about following a conservative care path for their injured patients with occupational low back pain. This article throws around a lot of terms, so let’s take a moment and define one of them. Occupational nonspecific low back pain is pain that occurs predominantly in the lower back without neurological involvement or serious pathology. Let’s be real here, okay?

What they are basically promoting in this article is an early return to work for injured patients. And that right there is a huge part of the problem.

It says that according to the United States Bureau of Labor Statistics that there were 4.2 million non-fatal occupational injuries or illnesses reported by private industry. Sprains and strains accounted for approximately 42% of the injuries. So, as doctors they need to understand that when we look at the number of injuries, those involving the back is number one. It’s the number one cause of chronic pain and disability in the world today. And if you remember as I stated earlier the next is number four. That’s a huge number of our injured workers. So, sprains and to the back and neck are going to require doctors in the market who understand what a bio imaging marker looks like in an injured patient with neck or back complaints. Meaning, you will no longer have patients walking around with an incorrect diagnosis of nonspecific mechanical low back pain.

The Role of Risk Factors in Diagnosing These Injuries

This article goes on to attribute the cause of this nonspecific low back pain to certain risk factors. That’s because these doctors will openly tell you that they have no way of accurately diagnosing these patients. In general, medical doctors cannot clearly identify the cause of this pain in 90% of the patients they see. Now, when I say medical doctor, I’m talking about general practitioners. Now, it goes on to say that some physical demands including manual lifting, bending, twisting, and whole-body vibration are associated with an increased likelihood of low back pain. Please note: Association is not equivalent to causation. It should also be noted that personal and occupational psychosocial variables play a more important role in spinal pathology than just the physical demands of the job.

And that’s where it can get kind of tricky…

They openly admit they don’t know the cause of this low back pain, yet in a sentence or two later they are saying there’s strong evidence that personal or occupational psychosocial variables play a more important role in these injuries than the spinal pathology itself. Now, that my fellow doctors… Could not be further from the truth.

Let’s look at what they list as psychosocial risk factors:

  • Depression: Well I would argue that anybody who suffers from chronic pain and cannot get help from the medical community might exhibit signs of depression. Especially in an active person who cannot find relief or understanding from a doctor who understands their condition.
  • Education Level: This is an understanding and belief that those with lower education levels are more prone to chronic disabilities. Again, what does someone’s education level have to do with an injury. Isn’t more likely the case that a doctor who cannot solve a problem with an accurate diagnosis is likely to blame a patient’s lack of education as the basis for the patient himself not understanding their own injury?
  • Excessive Pain: Well, if you are in constant pain and the medical community is not offering relief, over time this can build up. Is there anyone who wouldn’t say that this amount of chronic pain would be classified as excessive?
  • Fear Avoidance: If you are suffering and unable to find anyone to help you, it’s fair to say that you would fear returning to the same position that caused you pain. That’s a totally legitimate concern. That’s not something I would classify as fear avoidance or job dissatisfaction.
  • Somatization disorder: That is when you are putting too much attention on a condition. Si, again if the doctor cannot figure out what the problem is, if they cannot get to the underlying problem that is going to cause you some obvious distress. It would be hard to imagine a condition like this not dominating your life. So, this talk of “putting too much attention” on this condition seems to be unfair from the patient’s point of view.
  • Unemployment Compensation: What does this have to do with a medical condition? If you’re unemployed and trying to get money to live on from an employer whose job caused your injury, I do not see how that causes pain. I would say it’s the same thing with workers’ compensation claims. It’s not fair to say that legitimately injured patients are trying to distort their injuries just to receive some compensation.
All these issues are problematic when you consider what is really going on.

There is no standardized method of diagnosing these injuries.

Even my own profession of chiropractic is problematic. They have not and are unlikely to standardize the workup of these injuries. The major chiropractic schools don’t even teach bio imaging markers that are consistent with soft-tissue injury to the spine. So then, this becomes the problem that all professions have: physical therapy, chiropractic, Medical doctors, medical specialists. They all have the same problem. No knowledge of what is going on with these types of injuries and no way to consistently diagnose them. This is why SmartInjuryDoctors are so important in the market today. I hope that what I just laid out for you is something that you enjoyed because 90% of the patients suffering from back and neck injury should not be working with any doctor who is incapable of diagnosing the underlying condition. Most of these doctors, no matter what their specialty are just making the same mistakes over and over. They end up relying on articles like this one to justify their rush to return patients to the work force. Patients who are still injured and still in pain.

That is what I am trying so hard to change.

With these articles, my podcasts, my videos…I’m trying to reach doctors wherever they are and show them a better way of doing things. That’s what the SmartInjuryDoctors Program is all about. We need the injury market to change because the patients deserve to work with doctors who not only care, but doctors who can get real results. For more information on Spinal Ligament Injuries please check us out at www.smartinjurydoctor.com or check out our SmartInjuryDoctors® Podcasts on Apple Podcasts, Spotify, Google Play or Stitcher. For information on spinal ligament testing by board certified medical radiologists go to www.thespinalkinetics.com

Want to learn more about Smartinjurydoctor's Program?

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246 Tierney Drive, Suite 1,
New Richmond, WI 54017

1-800-940-6513, ext 700

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Smart Injury Doctors
701 Richards Ave
Clearwater Florida 33755

labell@biocyberneticsinc.com
Call Lee Ann at 1-800-940-6513, ext 700

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© 2019 Biocybernetics Inc.

The Spinal Ligament Injury Niche is a RICH UNTAPPED Market for the Leaders of Every Profession!

The Spinal Ligament Injury Niche is a RICH UNTAPPED Market for the Leaders of Every Profession!

The Spinal Ligament Injury Niche is a RICH UNTAPPED Market for the Leaders of Every Profession!

Why do I say the Spinal Ligament Injury Market is a RICH UNTAPPED market for the LEADERS of every profession? Simple, today by statistics the majority of providers are awful at treating this condition (Spinal Ligament Injuries)! What I mean by that, is that the current researched statistical outcomes of these patients are really bad! No one can deny that! If the patient’s outcomes are bad, what does that say for the professionals that treat them? Must be bad right?

This of course provides an unprecedented opportunity for the Leaders of the various professions (Chiropractic, Medical Regeneration, Medical Specialists, Physical Rehabilitation Specialists) to clean up in this market. Why or how you may ask? The why is because there has never been a higher market need for doctors who are focused on, and can deliver great treatment results. The how, of course is establishing your Unique Selling Proposition (what make you unique in the market) through consistent market messaging that is easy and really cheap to do today! Most doctors in this market are not even sure how to accurately diagnose spinal ligament conditions let alone how to get great results with them. But this does not have to be true for the leaders.

As the Director of Education Spinal Kinetics (www.thespinalkinetics.com) I put out a YouTube Video a number of years back called the “Whiplash Statistics Don’t Lie” ( https://www.youtube.com/watch?v=st5bwC411VU ), and in that video I listed 41 studies that show the dismal outcomes of the patients with this type of Spinal Trauma. Car collisions are not the only mechanism that delivers this type of spinal ligament injury, there can be work related mechanisms, sports related, slip and fall, violence related, war related etc. As a matter of fact, Spinal Ligament Injuries are the number one cause of Pain & Disability in the world today, as explained to the world by the 2010 Bone & Joint Decade Report called, “The Burden of Musculoskeletal Diseases in the US.”

“Whiplash” from car collisions of course gets a lot of play because it routinely causes these types of injuries, and it can be an incredibly lucrative source of income for the doctors that treat them. Herein lies the problem for the gifted providers, the LEADERS mentioned above, that get great results with these injuries and should be the doctors that are treating everyone in their local community. If this is you listen up!

In the past and even in some cases today, many very average Doctors teamed up with very average Personal Injury Attorneys that MARKETED LIKE MAD to bring these injury patients into the attorney’s office, and then these same patients were sent out to the clinics that were “on the team” so to speak. Most of the time these offices were Doctors of Chiropractic, and their known purpose was to treat these patients quickly and keep that treatment bills very low. Treatment was one size fits all (everyone got the same treatment). These as you may suspect in many cases, were and are not the clinics that were setting records for stellar patient results, far from it. In my experience these clinics were often under-diagnosing the patient’s condition as well and under-treating, which is why their patient outcomes were so bad! These clinics were more interested in caring for the referring attorney needs as opposed to the needs of the treating patients! They seemed to be more interested on how they could make more money for their referring attorneys, so that they would continue to refer! Patient benefits, and patient results were far down the list.

As a doctor, making plaintiff attorneys money is very easy to do, as it is accomplished by getting really bad results with your patients. The worse results that you as a doctor can get with your patients, the more benefits that they (the patients) are going to need in the future, and the larger the patient settlements are in general. Bad patient results in treatment will increase the settlement and make the referring attorney more money! Patients in these clinics are at excessively high risk to come out of their treatment experience with a chronic problem. The treatment was short and the cost was low, they quickly had their claim settled and now however they still have chronic low back pain from their injuries. What is their financial exposure?

The American Pain Society in their 2007 Low Back Pain Guidelines (1) state the following on page one: “Medical treatment for chronic low back pain is estimated to cost $9,000 to $19,000 per patient annually…” So if patients come out of their injury treatment with chronic lower back pain as an example, their personal financial risks could be substantial! This should be very clear to see.

What is even more unpalatable is that these so called “team clinics” that are controlled by their referrals sources (attorneys), have to ask their referral sources it they can do diagnostic procedures that will show the severity and location of their patient’s actual injuries. Many say no, so often these patients go with serious ligament injuries that are missed. Again in my experience these clinics were more interested in the attorneys need for low bills over the patients’ needs for complete and accurate diagnosis of their injuries and effective care! You see low treatment bills make it very easy and extremely profitable for the attorneys to “turn the settlement out”, regardless of the patient’s actual results in injury recovery.

These “Team Clinics” have also seriously contributed to the profession of Chiropractic’s public image problem. In a Gallop Poll, Americans polled had a very low opinion of Chiropractic’s Ethics and Honesty. (2) As a matter of fact the profession of Chiropractic was the lowest of all of the Primary Healthcare Providers tested.

All the above being said let’s find out what the true professional leaders in the fields can do to establish and take more market share in their local markets!

These are the doctors that should be treating these Spinal Ligament Injury Patients! These are the providers that excel at great patient results and they also know that these are not just “soft tissue” injuries! These are the doctors that are not owned by anyone! Their allegiance is geared toward anything that can improve the patient outcomes. They excel in the ability to accurately diagnose the patient condition as well as treat it. They are very good in Chiropractic, Medical Regeneration (PRP, Prolo, Stem Cells), Physical Rehabilitation, Pain Management or other Medical Specialties. These providers often have a network of referral providers in each of the above categories, as they are not too proud to know they may need help!

If this is you, you may have the question of what can I do to get above the noise in my local area? What can I do to publicly market to my community why they should be coming to our treatment facility for help, especially for Spinal Ligament Injuries?

This is done by knowing what makes you unique as well as very consistent messaging that is being posted everywhere about your clinic. With today’s social media outlets, it is very easy to get known in your communities. The key factor though is being first to the market in this new approach, in this patient results approach!

For Healthcare Providers that want to do more in this niche, I have set up an online Clinical Training & Marketing Portal. You can reach it at www.smartinjuryeducation.com In this portal I have a whole clinical course on spinal ligament injuries. This is what one provider said about it today in an email, “THANK YOU, the program is absolutely great, I cannot believe how much I am learning and who would have thought that after 28 years being a Chiropractor that I still have the time, energy and passion to keep learning and improving what we can do for our patients. THANK YOU THANK YOU” So we educate on the clinical side and then provide the marketing side!

Every month now we deliver new marketing materials (like the piece above) for you to flood your local market with—all done for you! We also have a monthly implementation call for you or your clinics marketer. This is a Webinar/Conference call where we explain what that months marketing message is and how to get it out! This service is comprehensive, very inexpensive and can be located at www.smartinjuryeducation.com

For more information on Spinal Ligament Injuries please check us out at www.smartinjurydoctor.com or check out our SmartInjuryDoctors® Podcasts on Apple Podcasts, Spotify, Google Play or Stitcher.

For information on spinal ligament testing by board certified medical radiologists go to www.thespinalkinetics.com

Thank You

Dr. Cronk

  1. http://americanpainsociety.org/uploads/education/guidelines/evaluation-management-lowback-pain.pdf
  2. http://www.dynamicchiropractic.com/mpacms/dc/article.php?id=52038

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