October 2004

The large and successful PI practice

by Geoff Ricchio

Having personally visited and consulted with more than 600 chiropractic offices nationwide, I've found that the majority of DCs receive a large portion of income from Personal Injury (PI) patients.

PI cases can be difficult due to required office records, attorneys, depositions, arbitrations, and patient issues. The successful and profitable PI practice grows from two main areas: collections and marketing.

The most important aspect of any PI practice is in the area of collections. I've been to DC offices that see 300‑400 personal injury patients each week that are close to bankruptcy. The doctors tell me confidentially that because the majority of their patients are lien or LOP cases, they are having SEVERE cash flow problems. In some cases, the doctors haven't paid themselves in more than three months.

It is of paramount importance that doctors pursuing a PI practice have a thorough knowledge of their patients' cases as well as any insurance that can be billed.

Marketing of PI patients can be achieved from: referrals from attorneys,

state lists of auto accident victims,

towing companies, and auto body shops.

I've found massage therapy to be the best marketing tool to increase doctors' personal injury practices in the following ways:

1. Attorney offices. I have always used massage therapy programs for attorneys and paralegals who refer patients to our office. Most doctors don't understand that it's the paralegals who refer the majority of patients to their office. It's important that these paralegals and attorneys be allowed to get massage therapy at your office. In exchange, they will refer every potential client to your office for a FREE 30‑minute massage. Once potential patients receive this service at your office, 95% of them will become active patients. This works incredibly well!

2. State lists of auto accident victims (available in most states usually through the highway or state patrol department). The lists usually have a cost of $75 per month.

Once you receive this list, don't advertise for chiropractic care. What works extremely well is to mail a FREE massage coupon to these people. In my opinion, massage therapy is a much less threatening type of service that would appeal to an injured person.

3. Towing companies. These can be an important referral source for your office as they are usually the first to see any auto accident case that needs assistance ‑‑ and they can hand out a FREE massage coupon to any potential injury victims. I recommend you give the towing company employees free chiropractic and massage therapy as they have an incredibly difficult and physical job and need your service.

4. Auto body shops. These can be a great referral source because they are meeting and speaking with accident victims and can give your FREE massage coupon out to all of their clients. The auto body workers should be allowed to come into your office for chiropractic care and massage therapy. They also have a physically demanding job and need your care.

As I've said previously, it's vital to find massage therapists who are both professional and motivated. In my personal experience as well as that of other doctors, it's equally important to hire two part‑time therapists per massage room.

Many doctors across the nation have told me horror stories of having a full schedule of patients wanting massage and then the therapist fails to show up for work. By having two part‑time therapists per room, this should prevent any disasters from occurring.

As all malpractice carriers don't cover sexually related issues, it is advised that if male massage therapists are used, they should be permitted to work only on males.

Professional attire is so important, as patients are coming into a doctor's office. Massage therapists should be required to wear closed‑toed shoes and professional looking shirts or blouses.

I hope these tips will help you develop the PI practice of your dreams. With proper collections, marketing, and the professionalism of your massage therapists, you should grow a large and successful PI practice.

(Geoff Ricchio, DC, a health care consultant to medical, dental, and chiropractic physicians across the country, is creator of the "Rub Club Massage Income System," "Get Paid Small Claims System," "Get Paid Autodebit System," "40‑60 New Patient System," and "MRI Income System." For information on all of his programs, products and services, call 831‑GET PAID. Or contact him by e‑mail at drgeoffricchio@aol.com)

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