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Market Your Way Through a Recession

Market Your Way Through a Recession

Market Your Way Through a Recession

The coronavirus is in full force. The United States stock market has dropped significantly, and people are in stun mode. The best thing that you can do is go into activity, while there is reducing and retracting, you want to expand.

One of the reasons why you want to expand your marketing is because it seriously helps people. It helps them to become more normalized, to see somebody who’s doing something, who is in action as if the future is bright.

When the economy or when the environment turns bleak, the brighter that you can become, the bigger the fire that you can build. Get your staff, get your clinic, get everybody on fire. The bigger the fire you’ll build, the more people will come to look at your fire, right?

In the injury world, marketing is defined as how  you are perceived in the injury market. The most sought out perception is as somebody who is incredibly good at getting injuries taken care of quickly.

That means you are great at diagnosing the injuries. And you are great at treating the injuries.

What I mean by treating the injuries is that the patient comes out after your care plan and they don’t have chronic pain.  They are incredibly stable. They don’t have any problems with their work. They don’t have any problems with any duty that they do under duress or any loss of enjoyment of life factors. They are in  great condition after your care. You have exceptional documentation. That’s what I mean by somebody who is really good.

You have got to market. The injury market is darn near recession-proof.Why would an injury practice be recession-proof? Because you’re not dealing with consumer money.

The patient doesn’t have to make a decision based on the ideas of  “Hey, we just lost our job,” or “Hey, our stocks just went down by half.” They are not looking at their own personal money.They are just looking at their own personal recovery. That is what makes the injury market such a beautiful market, especially in a recession. They are virtually recession-proof.

But right now, what you want to be doing today, when it looks bleak, is promoting, you want to be in activity. It will get everybody to start to notice you. Attorneys will notice you.  Medical doctors will notice you.

An example is in the heat of  an accident when everybody’s stunned, a doctor that can come in and start to direct people and say, “Okay, this is what you need to do. This is what you need to do.” They’re not worried about the money, they’re not worried about anything, they’re just starting to act in a very direct way in that environment. It snaps everybody out of it. That’s the way to snap out of a recession. You have got to promote and promote like crazy right now.

Does that have to be expensive? No, absolutely not. As a matter of fact, it can be incredibly easy to do and with minimal expense. I developed a Smart Injury Doctors’ program and we have around 150 videos that doctors can use to promote with. We have over a couple hundred posts that doctors can use to promote. We have blog writings that doctors can promote with. We have PowerPoints that they can do presentations with. We have presentations for medical doctors. Presentations for attorneys. Presentations for physician’s assistants. Presentations for the general public.

You have to promote, you have to be out there promoting, you have to be on the phones, setting up attorney meetings. Remember everybody else in the market is also going to be fearful that something is going to happen with their business. Now is the best time there is to start talking to attorneys. You get them in activity as well because they are worried about their businesses.

It’s the best time in the market right now to be promoting not to be retracting. Don’t go inward, go outward. Don’t introvert, extrovert. That is the biggest thing that you can do at this point in a down market.

So what would I be doing? In our clinic we’d be making calls out to attorneys, we’d be sending attorneys information, free reports, information that actually represents how I want to be perceived in the market. I’d also be doing the same thing to local medical doctors. That’s what I would be doing in this market right now. As far as with my staff, we’d be promoting like mad.

Now, right now you have a coronavirus issue, right? With the coronavirus issue, we have a downloadable file that just says, “Hey, we practice hand-washing, we’re wiping down our areas continuously , we’re wiping down the doors. We understand what we need to do as a clinic to stop the spread of the coronavirus.”

You want to be marketing out that you have solutions that make coming into your clinics an easy decision. Your patient can come into your clinics, and they can get your procedures done and it’s not a problem at all. Act as business is normal and then you want to promote like it’s not normal. You want to double or triple or quadruple your promotion efforts because, though it may seem a little bit hard right now, when the environment comes back, it’ll 5X, you’ll be much, much farther along.

Think of promotion when the environment is in turmoil as investing when the stock market is at its worst. When the stock market is at its worst, everybody’s taken their licks, Smart Money actually goes, “We’re all in.” And they go in. And as the market recovers, they do incredibly well.

Marketing in a downtime is the same, it operates just the same.  When everybody else is not thinking about marketing, that is the time to really market. That is the time to hyper escalate your marketing activities. That is what, you want to be doing in your injury practices right now.

You want to be increasing your communications out to your attorneys. “Hey, how are you guys doing? Love to have lunch with you, love to show you what we’re doing over at the clinic. Love to have you come on over to the clinic. “Hey, I just sent you a free report on MRI and how there’s problems with MRI”. “Hey, I just sent you over a free report that shows what most doctors are doing that kill insurance benefits because their documentation is so poor.”

You want to be sending over materials on what is the latest research in a particular area or an item that’s relevant to them because, the more that you open up and the more that you market, the more that they’ll realize, “Wow, you actually are a leader. When everybody else is in ‘I don’t know what to do mode’, you’re in action. That’s exactly where you want to be right now, today, in this market where it is so much in turmoil right now.

People are afraid, people are scared, they are not sure what to do.  They are looking for leadership and leaders will go into action always. This is the best time that I can think of to market for your injury practice.

Doctors, I just wanted to put this out as a very short piece on what you should be doing right now, today, to expand your injury practice in this weird market that we have right now and this weird economy where the coronavirus has damaged things so badly. You want to be going into hyper extroversion, not introversion. If you do, the results will pay off significantly for you.

For more information on Spinal Ligament Injuries please check us out at http://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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New Richmond, WI 54017

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701 Richards Ave
Clearwater Florida 33755

[email protected]
Call Lee Ann at 1-800-940-6513, ext 700

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© 2019 Biocybernetics Inc.

As a SmartInjuryDoctor You Can Dominate the Headache Resolution Space

As a SmartInjuryDoctor You Can Dominate the Headache Resolution Space

As a SmartInjuryDoctor You Can Dominate the Headache Resolution Space

A lot of doctors want to expand their practices and one of the biggest concerns is new patients.  Doctors in my Smart Injury Doctors program understand just how valuable they are in the market.  They understand that ligament injuries cause some of the most chronic, costly and disabling conditions in the market today.  Spinal ligament injuries are the number one cause of chronic pain and disability in the market today.

Spinal ligament conditions cause low back and neck problems which causes chronic pain.  Cervical conditions cause headaches.  Whenever we are talking about a diagnosis of a condition we are talking about the symptom and then working our way back to the most common physical cause of that condition.   If you have a problem with the engine in your car you better have a mechanic that knows how to find the cause of the mechanical failure and that can fix the problem so that your car will be optimally functioning again.  The human body is the same.  I get so excited for Smart Injury Doctors because not only can they be treating more injury patients but can be treating the chronic pain side of things as well.   Many patients have been to doctors that don’t know anything about spinal ligament injuries, which are causing the pain that they are having.  Those same doctors don’t know how to appropriately diagnose or how to properly treat them. 

Let’s take migraine headaches.  Migraine headaches effect 38 million men, women and children in the US and one billion people worldwide.   Everyone either knows someone who suffers from migraines or who struggles with migraines themselves.  Migraine headache is the sixth most disabling condition and the third most prevalent illness in the world today.  Nearly one in four households in the US include someone with migraine headaches.   So, doctors that are looking for new patients, if you drive by a thousand houses tonight, 250 houses have people in them that suffer from migraine headaches.  A migraine patient will spend 70% more in medial expenses per year, by study, than somebody who doesn’t. 

In America every 10 seconds someone goes to the emergency room complaining of head pain.  Approximately 1.2 million visits are for acute migraine attacks.  Most sufferers experience an attack once or twice a month however, more than four million people have chronic daily migraines with at least 15 migraine days per month.   More than 90% of sufferers are unable to work or function normally during their migraines.  Most migraine attacks are accompanied by visual disturbances, nausea, vomiting, dizziness, numbness in the extremities and extreme sensitivity to sound, light, touch and smell.

Doctors, the most exciting part about this market is that there are so few experts.  There are so few confident doctors that know that you will need a full assessment of at least the first four vertebrae (C1, C2, C3 and C4) nerves.  If there is a ligament injury it will cause excessive motion and would cause instability.  The instability causes a motor sensory, a pain problem associate with that motion unit, which is the most common cause of headaches.   There is not one headache patient in the world that shouldn’t have a doctor that says “Okay, what are these vertebral bodies doing right around these nerves?”  Where does the C1 nerve come out?  It comes out between the occiput and C1.  Where does the C2 nerve come out?  It comes out between C2 and C1.   The C3 nerve comes out between C3 and C2, C4 nerve comes out between C4 and C3.  Those nerves are the most common nerves that cause headaches.  The provider needs to know if there is excessive motion at these motion units which would be causing chronic irritation at that level.  50% of migraine headache patients do not have a diagnosis. 

Patients do not feel confident that the doctors going to be able to do anything for them.  As a matter of fact, a majority of people who suffer from migraines can’t find anybody to help them with the migraine.  The first thing that has to be done for a patient that suffers from migraine headaches is you have to get them to understand that you can diagnose the most common cause of their condition and you can do it easily, inexpensively and effectively.

Chiropractors are looking for misalignment, or mal-motion of the vertebral motion unit, which causes nerve interference which is called spinal instability.  If every chiropractor, physical therapist, medical doctor, orthopedist and neurosurgeon was taught how to assess the severity and location of ligament injuries standardly we wouldn’t have 38 million Americans having chronic migraines.  Standard assessment of ligament injuries would utilize stress radiology and accurate intersegmental motion testing.  The most common treatment that is done for misalignment is a spinal adjustment which maybe done by hand or with an instrument.   Adjustments do a couple of things.   Adjustments reduce inflammation and they improve the mechanoreceptors communication with what is called the neuromuscular control unit.   In a ligament there is little pressure receptors.  Anytime there is a change in pressure the receptors immediately communicate across to the muscle system what needs to happen to stabilize the spine at that milli-instant which causes irritation.  That irritation causes the symptom, which today we are talking about migraine and chronic headaches.

Like I said, there are so many patients out there with symptoms that have been treated by doctors who really don’t know how to get to the cause of the problem.  There are 1.2 million medical doctors in the United States and less than 500 are considered medical specialists.   A majority of those 500 medical specialists just prescribe drugs, which with medication overuse is now considered the most common reason why episodic migraines turn chronic. 

To the patients out there, that doesn’t mean when you have a migraine headache that a drug wouldn’t help bring down that pain.  What you really need though is a doctor that can find the cause of the problem.  That is where Smart Injury Doctors really take over the market.  For those of you that don’t understand ligament injuries, there is a Smart Injury Doctor’s program just go to smartinjurydoctor.com to learn more about it.

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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CONTACT US

Smart Injury Doctors
701 Richards Ave
Clearwater Florida 33755

[email protected]
Call Lee Ann at 1-800-940-6513, ext 700

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© 2019 Biocybernetics Inc.

Technology Will Solve Chronic Pain

Technology Will Solve Chronic Pain

Technology Will Solve Chronic Pain

What I would like to talk about today is how technology will kill the chronic pain problem in the future.  What I mean by that is that technology is going to solve the chronic pain problem in the future, that it will seriously reduce it down.  Now for me as a Smart Injury Doctor and trainer, and for you, it will be very easy to understand because we will solve the biggest problem with chronic pain,  misdiagnosis or incorrect treatment which is the most common causes of chronic pain.

One of the things that I look at the most right now in the musculoskeletal market is that modern medicine is under-trained in that particular category.  Musculoskeletal chronic pain is the most common chronic pain that there is.  There is a big educational gap that needs to be filled.  One of the ways that we are going to solve this problem is through technology and proper data evaluation.  Data evaluation is when you have massive amounts of data that will tell you things that can’t really be discovered any other way.  Good data evaluation is completely unprejudiced.

Artificial Intelligence is the emerging new technology of the future.  Artificial intelligence is a technology that learns as it goes by collecting and evaluating data.   Through data evaluation with artificial intelligence we will be able to determine the condition and which doctor is best for that condition, without prejudice.  There are different specialties and conditions will be sectioned into which specialty treats that condition better.  The technology will be able to differentiate which providers are the best providers and then it will show which providers treat the specific injury or condition.    If a medical doctor is best for chronic neck pain because they can diagnose and exactly pinpoint what is causing the problem, then reduce it, the data will show that.  Now if chiropractors are the best for evaluating that diagnosis, getting down to the root cause of it and getting results they will be looked at.  Maybe acupuncturists or Physical Therapists will be looked at.  Doctors that are good in the market will start to rise to the top, which is where they should be.  Patients should have no problems finding good doctors.  I’ve said for years that patients need to find doctors that are in the top 20% in their profession. 

For instance, let’s say a patient was in an auto accident.  The auto accident may have the same injuries as a sports accident with the only difference being the mechanism of injury.  So now Artificial Intelligence will be able to not only look at the injury, but the mechanism of injury to determine which local provider is the best in that area to provide the best care for the auto injury patient as they have the best auto injury practice results.  So, what does the best even mean??  The best means that you can take the patient’s condition, you can quickly get the patient correctly diagnosed and you can properly get the patient treated in a reasonable amount of time at a reasonable cost. Then the results will be tracked.  What is meant by results?  The results would be if a patient comes through your program, whether 3 months, 6 months or more and they have no chronic pain.  They have no duties that they can’t perform due to their injury.   Sometimes it will look at what procedures are necessary for the given condition and what providers perform that procedure.  All of those things will be tracked and the data will be evaluated through Artificial Intelligence.   This technology will help reduce the chronic pain epidemic in the United States of America.

 Now you can have people controlling the technology, entering their biases in it.  The solution to this problem is using a third party.   Someone who is not a treating provider, someone who is not vested in a particular area and that is only vested in providing the public with the best data so they can make the best choices for themselves.  Employers, governments and insurers will be able to use the data in order to direct people to the best options. 

I think the results in the market speak for themselves.  Neck and back injuries are number one and four in the causes for chronic pain in the United States of America.  The biggest problem in the market is that we do not have doctors that know what neck and back injuries look like or how to accurately diagnose and understand how to identify and determine the severity and location of these types of injuries.  As we increase the awareness, we will see a reduction in chronic pain.   Do you know how we will increase awareness??  With the program I developed called The SmartInjuryDoctors Training program.  The package will help doctors understand what they need to be able to do, understand how to train their staff so they can develop a service team to help deliver better results and then how to market what they are doing that makes them unique in the market.  SmartInjuryDoctors should be some of the busiest doctors in the market today.

Artificial Intelligence will help with this problem.  The biggest thing that individual providers need to do is continuously educate themselves and focus on better results.  The better results, and the more consistently you provide better results, the more valuable you will be in the market.   The higher you are going to get paid, the easier and less stressful it’s going to be to develop your practice. 

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

CONTACT US

Smart Injury Doctors
701 Richards Ave
Clearwater Florida 33755

[email protected]
Call Lee Ann at 1-800-940-6513, ext 700

SEARCH THIS SITE

© 2019 Biocybernetics Inc.

Explaining CRMA Spinal Ligament Injury Testing to Your Patients

Explaining CRMA Spinal Ligament Injury Testing to Your Patients

Explaining CRMA Spinal Ligament Injury Testing to Your Patients

I want to talk about explaining CRMA results to your patients. CRMA is Computerized Radiographic Mensuration Analysis. It’s a spinal ligament injury test that picks up the imaging biomarker of a ligament injury. An imaging biomarker is something that is detectable on an image that leads to a definitive diagnosis. There are 220 specialized ligaments in the human spine, 23 of which are discs. If we have a disc derangement or disc herniation, that’s an imaging biomarker that is picked up on MRI. We can also have excessive motion, which is the most problematic ligament injury there is. That imaging biomarker is picked up on standard stress radiology. We know that there are normal ranges for the movement of an intervertebral body. We know that there are abnormal movement ranges and we know there are seriously abnormal movement ranges that are consistent with what is left behind with a ligament injury.

You first must explain to the patient why you are doing this testing procedure and what you are looking for in the results. After you have done this, you have positioned yourself as an expert in this area by saying, “Look, this testing is what we do in order to determine the severity and location of a ligament injury. This is the most significant injury that the spine can undergo. So we only use the highest level of professional and competent radiologists that we can find to perform this service.” You are elevating yourself and your status. You’ve already done this with the patient. You’ve already explained why you’re sending out for this procedure. You’ve already explained to the patient that this is unique.

I have also educated doctors to tell their patients in their consultation that the majority of people out there that have chronic pain today have the condition that this test picks up and they’ve just never had it diagnosed. It goes undiagnosed so they are living with chronic pain when they could actually be getting help. Having this conversation with your patients will get you more referrals. It assists you with getting more non-injury referrals because remember, the thing that causes acute pain in an injury state is the same thing that causes chronic pain. It is the same condition.

Now you are at the visit where you need to explain their results. For example, Mark’s test came back and indicates a C4 on C5 nerve problem, or you have C4 on C5 alteration of motion segment integrity at that state for translation findings.

You are explaining, “Mark your test results came back. I’ve got them. It shows that you have severe ligament damage in the middle part of your neck.” I would touch the patient, I would point to it. You don’t have to give them the report, that’s not important. Those are not the important things. “Mark, here’s what is important. It came back, there was significant ligament damage. Now what that does is it doesn’t change our treatment goals. The treatment goals that I said to you in the report of findings are still the treatment goals today. Those goals are to have you pain-free at the end of our care and have you have no chronic pain, no chronic situation at all with this condition. To have it not interfering with any activity of your daily living and do not have it interfere with your ability to earn a living at all. I want you where you feel like you never had the injury in the first place. That’s the goal. Now, what this test tells me though, is that you’re at much higher risk for a thing called long-term residual complaints. Those are conditions that never fully go away. That’s a chronic condition. You’re at high risk for that. Now, here’s the thing that I need to tell you. You are the patient that cannot miss care. You can’t miss visits. You can’t miss anything that we’re telling you to do in treatment. You have to be a stellar patient because I’m not just working on your spine to reduce down your acute pain and the situation today, as a provider, I’m looking at your spine and your spinal health 10, 20, 30, 40 years from now. Seriously, I’m looking at your future when we are doing this treatment program now.”

“It’s my job, as your guide, to get you through treatment and you’ll understand it as we go. So here’s what I’m telling you, as a result of this condition, you’ve got to be really good with treatment. You also have to be really good with communicating to me. If I have you do an in-office rehab procedure, I will have you do an at home exercise program, and any of this seems to bother you at all, I need you to tell me right away. Tell me right away. Okay? This is information that I need to know. Now, I gave you injury recommendations about water, about sleep, about an anti-inflammatory diet.” (Doctors, we have a thing called SmartInjuryRecommendations that are just basic fundamentals that you’re going to give the patient to get healthier in the first place and to reduce their own inflammation.)

“I’ve given you those recommendations. Those are good things to do, right? I need you to know that with this level of ligament damage, it causes instability in the spine. Anything that’s unstable is prone to erratic or unpredictable behavior. Your spine may be good for a while and then you can have a flare-up. Now, that’s going to be important for you to know because we’re going to be talking with you about supportive care toward the end of your care.”

 

Doctors, I am initiating supportive care conversations in week one because it’s the truth. “What that means is that I’m going to be recommending probably, no matter how well you do in care, that we do two to four visits a year for the next two years after you’re done with care just to support the care that we did and then I’ll want you to take a look at doing…” My patients that see me twice a year or four times a year, and they do it for 30 years, are going to be much healthier than my patients that wait 10 years, don’t see me, and now they come in with some sort of situation and now they want me to fix it.

So it’s much easier to take care of a spine a little bit over time than it is to take care of a spine that has been badly neglected for years or decades. But this is a  talk we’re going to have toward the end of care. I just want you to know that we are going to be having that conversation. Doctors, you’re starting to talk about this now just by being in your report to the patient and you’re allowing the patient to ask you now, any questions that you want to ask them. You’re telling that patient, “Look, this is the other thing with this condition is, in treatment, a lot of times everything’s going to go really well, so you’ll spend a month or two and all of a sudden you realize, oh my gosh, I feel like I’m a hundred percent better and I should be done with treatment.”

And then suddenly you watch a football game on a Monday night; You sleep wrong on your neck; It feels like you’re right back at day one. You are not back on day one. Now doctors, if you don’t tell them that they can hit this, here’s what’s going to happen. They’re going to think that your care is not working. So if you tell them that it could happen and it happens, your status goes up. So now you’re basically telling the patient if that happens, you just come in for a visit or two and I’ll have you right back to where you were. That’s the nature of this condition. Now, if you tell them that and they hit it, they will be back in your office.

If you don’t tell them that they may have flare-ups, they might be in their office and complaining that their neck hurts.  Their coworker might say that chiropractic care didn’t work for them and that they went to a physical therapist or other doctors. The next thing you know, your patient is now in that other doctor or physical therapist’s office because you didn’t tell him they could have a flare-up. They will think your treatment didn’t work.

At the end of care when you’re talking to them about supportive care.  That you routinely want to have patients see you either twice or four times a year for the next two years after an injury. Just for some routine supportive care. Remember, you’re releasing a patient who is on consistent care with you. You don’t know how it’s going to be when they’re not with consistent care.

If they opted not to take up that recommendation, then I just reminded them that their injury causes an instability. If two months, three months, six months, a year, two years from now, the pain that they feel now starts to it starts to come back, I don’t for a minute, want you to think our care didn’t work. It worked perfectly. And doctors, if you don’t tell patients this and the pain does come back two, four, five, six months later, they think your care didn’t work. You tell them, “No, it’s not because the care didn’t work. It’s because it needs some supportive care. Come right in, right away, do an adjustment or two and let me get you right back to where you were.” Doctors, that’s what you want to talk about.

Now, the other thing that you want to talk about at that point is the fact that they have injury analysis, always. This is obviously not when you’re talking to the patient about their report. This is more into when you’re talking to the patient at the end of care that you always have a baseline of their injuries and that baseline can always be retested and that’s the beauty of a CRMA test. But doctors, what you want to do in that report is, you want to explain the fact that you want to increase their compliance and you also want to explain, “Look, this is the number one situation that most people don’t have diagnosed and when they get injured they need to have this diagnosis.”

So you want to position yourself as that doctor for their friends, their family, their coworkers, the people that they know that have chronic pain, that are in injuries, that are getting bad care because they’re working with doctors that don’t even know how to determine the severity and location of the injuries that they have. This is what makes SmartInjuryDoctors smart. This is what makes SmartInjuryDoctors competent. So it’s important to go over those things when you’re going over that CRMA report.

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

CONTACT US

Smart Injury Doctors
701 Richards Ave
Clearwater Florida 33755

[email protected]
Call Lee Ann at 1-800-940-6513, ext 700

SEARCH THIS SITE

© 2019 Biocybernetics Inc.

A Chiropractic Subluxation is a Spinal Instability

A Chiropractic Subluxation is a Spinal Instability

A Chiropractic Subluxation is a Spinal Instability

I want to talk about the term subluxation and spinal instability. I am a doctor of chiropractic. I have been a licensed Doctor of Chiropractic for close to 30 years or maybe even slightly more. In my profession there is a term called spinal subluxation. Very important because it’s what happens in injuries to the spine. A spinal subluxation is a probably one of the most misunderstood terms in my profession. It’s a very simple term.

The term subluxation, or a spinal subluxation in chiropractic, has gotten a bad rap. It’s gotten a bad name. A lot of doctors don’t even like to use it anymore. In my experience, they don’t like to use it because they don’t understand what it is, and they don’t understand how to evaluate it, how to find it, how to remove it. They don’t understand any of that. I didn’t either as an early practitioner, so my education did not provide me with an understanding of what it was, how to locate it, and how to remove it. Even though I went to one of the finest chiropractic colleges in the world.

So I’m sure a lot of you are in the same position and if you’re a young provider, it’s even worse because the more as time went on, the more confused the market became about the term. A  spinal subluxation is nothing more than a misalignment of the vertebra or a vertebra that is an abnormal motion that causes nerve interference. And the nerve interference might be motor sensory or pain problems. Now we could say visceral as well, but that’s a little less explored and a little less understood.

We are just going to stay with motor sensory or pain. So if you have an abnormal position or abnormal motion in the spine and it causes a motor sensory or pain problem, you have a spinal subluxation. Now, my colleagues have confused that term with what’s called a medical subluxation. And a medical subluxation is defined as less than a full dislocation and you see it on x-ray. If you see a misalignment on x-ray medically, that can be called a subluxation, but that’s not what the profession of chiropractic called it. Professional chiropractic calls that a misalignment. If you have a misalignment that’s not causing a motor sensory or pain problem, then it’s just a misalignment. But when it bridges over or it clinically starts to express itself in a motor problem, a sensory problem or a pain problem, then you have an act of subluxation.

Now there’s another term medically that means the same thing and it’s very important in the injury market because the condition that I’m about to share with you is the condition that causes the most amount of chronic pain and disability in the world today. And it’s called a spinal instability, medically. A spinal instability exists in a motion unit when they abnormally move or excessively move, and it causes a motor sensory or pain problem. It’s called a spinal instability. Now, a spinal instability in medicine is exactly the same thing that a spinal subluxation is in chiropractic. They’re identical.

Most chiropractors don’t fully understand what the term spinal subluxation means. They don’t understand a spinal subluxation, that if you have an abnormal motion pattern or an abnormal alignment pattern and it causes a motor sensory or pain problem, you have an active subluxation. Now, you also have an active spinal instability and like both terms, it requires x-ray findings plus a motor sensory or pain clinical correlation. The examinations are very, very easy to do. They’re not standardly being done in my profession of chiropractic or in medicine. A spinal instability examination is not standardly being done. It should be, it should be a standard practice in every chiropractic college.

Now, if you remove the motor sensory or the pain problem that’s associated with the misalignment or mis-movement pattern in the vertebral bodies itself, you have removed the spinal subluxation and you have removed the spinal instability. Even though the excessive motion is still there or the misalignment is still there. If you remove the clinical aspect of what you’re seeing on imaging, you have removed the subluxation or you’ve reduced the spinal instability. It’s just that simple. Now it’s very, very simple to show you what I’m talking about. If I take a pinwheel and I run a pinwheel on the upper part of my outside lateral part of my arm, it’s the C5 dermatome. Means the C5 nerve is somehow affected. Now I can go to the C5 nerve, which I know comes out of the C4-C5 motion unit and I can look and say, is that misaligned or is there abnormal motion there? And if I have this sensory problem, I’m going to see a misalignment or abnormal motion at that unit. And that’s what a spinal instability is, and that’s what an active chiropractic subluxation is.

Now I can address this nerve condition by addressing and bringing into better alignment and restoring the neuromuscular control of the motion unit through spinal adjusting. And I can reduce this sensory problem. Remember I said motor sensory or pain problem, if I reduce it, I’ve reduced the spinal subluxation. I’ve reduced the spinal instability, but routinely understanding every level where it comes out is the job of my profession, the profession of chiropractic, and it should be routinely being done and routinely reported, especially in injury work. Because in injury work, the ligaments and damage to the ligaments are the most debilitating condition that you can have. So being able to perform simple evaluations should be very, very easy for most Doctor of Chiropractic.

And I’m sure there may be in controversy in what I’m saying, because understanding this is the road to standardizing the workups. One of the biggest problems in my profession is that there are no standard workups and there must be standard workups. Imagine if you had the profession of dentistry and all dentists were looking for cavities, but they were all doing it in a different way. There was all kinds of different techniques to try to locate those cavities. It would lead to a pretty confusing profession. In the injury market, especially, if you’re a doctor of chiropractic right now, we need to standardize our examination procedures. And understanding these key two terms is one step toward aligning and standardizing our procedures.

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

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