The Three Skill Sets You Must Have to Build a Successful PI Practice Today

The Three Skill Sets You Must Have to Build a Successful PI Practice Today

What are the three things as an injury practice business owner do you need to do exceptionally well in order to truly expand in the injury market and do it so that it’s easy? So that it’s not so stressful?

There are three basic skill sets that you must have. I’m going to lay those skill sets out today. They’re very simple.

The first skill set is that you, as a clinician, must be extremely good at what you do. You must be able to do a few things well.

  • You must be able to diagnose all of the injuries that the patient has. And you can’t miss injuries and simple ligament injuries. You must understand that there is a disc herniation and then there is excessive motion. You must understand picking up both findings so that you can determine easily the severity and location of any ligament injury that the patient has. You must be able to diagnose these things incredibly well.
  • Then you must be able to treat them incredibly well.  The first thing to treatment and treatment results is really having a sound understanding \ of what the underlying condition is that you are treating. The better you understand the underlying condition, the better your treatment results are going to be. You must be able to diagnose well, and you have to be able to treat well.

And today in the injury market, you’re in a medico-legal situation. You must document well.

  • Your documentation determines the benefits that the patient is going to be able to have access to and potentially get.
  • Your documentation determines whether the plaintiff attorney has a hard time or not.
  • Your documentation determines whether the defense attorney has a hard time or not.
  • Your documentation depends whether the insurer has a hard time or not.

You must be able to express yourself simply when in a deposition or a court trial setting.

  • You, as a doctor, must be able to diagnose all the injuries the patient has.
  • You must be able to get great treatment results with these conditions on a regular basis. And I mean great treatment results.

If a patient that goes through your treatment program, no matter how long it takes, they should not have chronic pain, any activities of daily living disorders, duties under duress, or loss of enjoyment of life factors.

If you can do this with a high degree of confidence and a high degree of predictability and routinely with patients, that’s step number one in your business because you are the person that produces the product and results of an injury clinic.

The second biggest thing that you must have is a well-trained team. Your team is super, super important and training your team is one of the highest returns on investment activities that you can actually do.

Everyone trains their staff, everyone trains the front desk staff how to answer the phone, the billing person how to code for bills, how to send out and make phone calls to insurance adjusters, and to follow up on denials. Everyone trains their staff to help your patient fill out the paperwork correctly ,how to route the patient to the room correctly, or how to schedule the patient correctly. Those are all routine things. That’s not what I’m talking about here. What I’m talking about now is the ability to train your staff to answer questions about the injury work that you do, as good or better than you do. When I say better, sometimes the staff are better because they’re simpler and they put things in layman’s terms much.

  • Your staff needs to understand what a patient is going through. They need to understand the reality of the patient, whether it’s day one, which is one of your most important visits.
  • What is that patient going through?
  • When they first get into your clinic, what is the experience that they’re going to go through? What’s the experience with the first phone call?
  • Routing them in, filling out your paperwork, gathering their insurance information,
  • Introducing you, the doctor in their first visit.
  • Your consultation, examination procedures,
  • Imaging procedures of you do them internally.
  • Treatment procedures.
  • Information that you provide them with to take home.
  • How they are rescheduled.

Every person in your staff needs to understand the high points of what needs to get communicated in each one of the visits.

  • If you or your staff do not understand, or  you don’t have a team around, you’re seriously cutting the number of referrals you can get;
  • you’re seriously cutting the amount of the reduction of problems that you would have with reimbursement;
  • You’re seriously cutting down the results that you can get with the patients as far as their physical results;
  • You are cutting down a lot of things that simply don’t need to be cut down.

Training your staff is one of the most important things you can do but training them specifically in what makes you unique as an injury provider is even more important. When patients leave the room and walk down the hall and suddenly have more questions, if they can’t go to anybody in your clinic and ask and get a great answer to the question, you’re seriously losing money, results, and causing yourself a lot unnecessary of stress. That’s simply because you haven’t trained your staff.

The doctor also must be able to market. Marketing is nothing more than determining how you want to be perceived in the market.

  • You must ask yourself how you want to be perceived in the market? You want to be perceived as the best doctor a patient can go to.
  • And what does that mean? It means that you are fast, effective, you don’t miss things, make the rehabilitation very easy and simple to understand, and you get great results.
  • You document so that anyone that the patient is involved with, from a plaintiff attorney, defense attorney, their insurance carriers, to their state work comp carriers, has a lot easier time with it.

That’s how you want to be perceived. I want to be perceived as somebody who doesn’t miss injuries. If I’m going out to attorneys, I want to be perceived as somebody who documents so incredibly well that it makes their life super, super easy. If I want to be looked at by insurers, I want to be looked at somebody that’s honest, ethical, and highly professional. That’s how I want to be looked at. That is called a marketing strategy. Deciding how you want to appear to your market.

A marketing plan is deciding how you want to get that perception out to your community. Advertising is where you put that message on paid or unpaid communication lines. A paid communication line might be a radio commercial or a TV commercial, or you might do some sort of a newspaper ad. You might be doing all kinds of social media posts. You might be sending newsletters out to your patients, past and present. You need to communicate to your patient base on a regular basis. That’s called marketing.

When you accomplish these three things, it becomes very easy to expand. It’s easy to put associates in behind you. It’s easy to bring in new, well trained staff and retrain staff. If you understand how you want to be perceived and you’re putting that perception in the market, you’ve got it made in the injury market. And the injury market, in my personal and my professional experience, is the most fun market to be involved in because it’s a very high purpose game.

Patients that are injured have a 50/50 chance of never fully recovering, so they need the best doctors to be treating them. And that’s what made that game super, super fun for me because I wanted to be that doctor.

I run a program called the SmartInjuryDoctors programs and that’s why doctors are attracted to the program because that’s what they want to be. Marketing does one really neat thing; it repels what you don’t want, and it attracts what you do want.

You must decide professionally what you want to be in, how you want to be perceived. Because once you make that decision and once you start going down to that path, you will attract what you want to attract. Right now, if you’re getting things that you don’t like, you need to look at how you’re being perceived and what you’re putting out because that’s what you’re attracting. I like to always work with high level people. That’s what I like to work with, and I think you will too.

The three components of your business are you, your staff, and marketing. They are key things to being able to grow your injury practice now and for the next decade or decades to come.

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

Want to learn more about Smartinjurydoctor's Program?

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

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Smart Injury Doctors
701 Richards Ave
Clearwater Florida 33755

Call Lee Ann at 1-800-940-6513, ext 700


© 2019 Biocybernetics Inc.

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

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

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?

Reach Us

Want to know more? We are happy to receive a message from you.

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

1-800-940-6513, ext 700


Leave A Message


Smart Injury Doctors
701 Richards Ave
Clearwater Florida 33755

Call Lee Ann at 1-800-940-6513, ext 700


© 2019 Biocybernetics Inc.

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