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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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What Is Marketing for Doctors in the Injury Market?

What Is Marketing for Doctors in the Injury Market?

What Is Marketing for Doctors in the Injury Market?

Doctors, lawyers, and other specialists in the injury market, all market to try to get more injury patients. There’s a common belief  in this space that it’s very difficult to market for injury patients.

I totally disagree with that idea. First of all, one of the things that we create in the SmartInjuryDoctors® Program, for some the best injury doctors in the country, is the ability for these doctors to put a message out letting patients know that they’re there. I believe that the best doctors in the injury market are those that can get great results. That’s what we want to produce. That’s why we’re producing the SmartInjuryDoctors® Program. Doctors that can take back and neck injuries and get fast, effective, efficient, and very cost-effective results with their patients.

 

We Have This Idea of Marketing and That Marketing for Injury Patients Is Very Difficult

Well, it’s not difficult if you understand what marketing is. There’s a lot of books written on marketing, there’s a lot of things that could be said about marketing, for this post I’m going to make it very, very short, and I’m going to define some terms. Let me make it easy to understand what marketing is.

Marketing is how you are perceived in your market. A marketing strategy then, is how you go about influencing the market’s perception of you. Most effective marketing starts with a survey. You survey the public to find out what they want, and then you supply that want. That’s your marketing message, that you can supply what they want, and people will buy. That’s marketing.

Everything You Do Impacts Your Marketing

So, if marketing is how you’re perceived in the market, everything you do with injury work can be seen as marketing. From the time that your front desk takes that first call, you’re marketing. Everybody that handles a patient in your clinic is marketing to a degree because they’re adding to that perception. It’s how you and your clinic are being perceived by the injury patient.

Your documentation is marketing. That documentation that goes to the insurance company is marketing. Good or bad. Documentation that goes to a lawyer is marketing. Good or bad. So, if everything you do is marketing, you have to actively decide your marketing strategy and how you want to be perceived?

Before I move onto the next step, let’s just quickly define one other thing, that a lot of doctors don’t understand. That’s what is the difference between marketing and advertising. If marketing is how you want to be perceived in your market. Advertising is what you do to deliver that message to the public so that they know you’re there.

The Difference Between Marketing and Advertising

Advertising can be either free or paid. For example, all the social networks are free. However, advertising can also cost you a lot of money. Advertising is taking your message and putting it on communication lines so that people can perceive you. Whether it’s newspaper ads, TV commercials, radio commercials, social network posts, videos on YouTube, it’s all advertising. The message that you’re relaying, is your marketing.
On the injury side of things, one of the things you want to market today is fast, effective results. Remember, when you look at marketing, each market has a different need. If you look at patients, what do patients want? Well, they want fast, efficient, and very inexpensive care. That’s what they want, in general, right? So, if I’m marketing or you’re marketing to injury patients, you want to focus on fast, effective results because that’s what they want.

Marketing to Attorneys

If you’re marketing to attorneys, what do attorneys want? Well, they want excellent documentation. So, one of the ways that you might market to an attorney is by focusing on the fact that we don’t waste his or her time with poor documentation. Our SmartInjuryDoctors® are the best doctors in the country as far as documentation goes because they understand the simplicity of what everyone in the market needs, so it becomes very, very easy. If I’m with attorneys, it’s very easy to market and say, “Well, look we don’t waste your time with bad documentation.” And trust me, most documentation in the injury market is pretty bad.

Most of the time in the spinal ligament injury market, ligament injuries aren’t even documented, so the severity of the injury is not documented, and that starts a problem. It causes problems for attorneys, insurers, and adjudicators, it starts a problem all down the line. So, if I’m a SmartInjuryDoctor® who is marketing to an attorney, one of the things that we’re going to say is that we don’t waste your time with this bad documentation, like the majority of doctors that you probably work with.

Marketing to Medical Doctors

If I’m marketing to medical doctors, or other providers seeking referrals, I might choose something like: “We don’t submit patients to any form of excessive care. All the care that we give is the care that the patient needs, and no more.” That’s what we provide. We provide only care that’s necessary to get that condition stabilized fast, effectively, and then we release the patient. That’s what I’m going to be talking about if I’m talking to medical doctors.

Three Things You Must Do Well

All I wanted to do in this short post, is just explain marketing. It’s how you are perceived in the market. There are three things that you want to do excessively well in this market:

1. You want to be able to diagnose the injuries, the extent of those injuries, and you don’t want to miss injuries. If you’re a doctor of chiropractic, I’m going to tell you one of the things that I recommend that the doctors market is that when they’re assessing injuries they communicate to the market that they only use top medical specialists to interpret their imaging, to get an accurate diagnosis.
2. You want to be exceptionally good at treating those injuries.
3. You want to be exceptionally good at documenting in such a simple way that everyone involved knows exactly what’s going on. That reduces problems for the patient. It reduces problems for the patient’s attorney. It reduces problems for the insurer. It reduces problems for everyone in the market.

When you’re providing everyone with what they need in the market, you’re marketing, and that will actually cause you to bring in a lot more injury patients. If you’re the top doctor in your area, you should be seeing as many of the injury patients in your local area as you possibly can, because those patients as we talked about in other editions of this program, are at super high risk for long term residual complaints.

Send Your Market the Right Message

You want to intentionally decide what message you are sending to the public in your area. Once you choose your message, you want to advertise and promote it, so that people become very aware that you’re here. Our key thing today about marketing is how you’re perceived. A marketing strategy is deciding how you want the market to perceive you. Understanding your market is important because then you can put forth what the market wants. The public will perceive that you have what they want, and that’s the simplicity of marketing. That’s all marketing is.

I hope that clarifies things. Like I said, I want to keep it very, very quick and to the point, on a particular topic. All I wanted to address here was what marketing is, and that it does not have to be difficult for injury patients. It really does not. Our SmartInjuryDoctors know that, and they know that they have a message that they’re readily putting out., It’s very, very easy to do, and that doctors, is marketing. Register for my next Webinar to discover more about marketing your practice.

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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?

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246 Tierney Drive, Suite 1,
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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.

What Is the Mechanism of Injury?

What Is the Mechanism of Injury?

What Is the Mechanism of Injury?

What I want to talk about today is a very, very simple concept that gets very misunderstood by doctors, lawyers, and insurers in the spinal injury market. It’s that thing called mechanism of injury. I’m a national trainer for spinal ligament injury testing and I’m probably the most renown in the market for that. I’ve been demystifying the mechanism of injury since attending a seminar where doctors of chiropractic were attending to receive continuing education credits a long time ago.

Ligament Injuries Are Poorly Understood

I arrived early that day because I was scheduled to speak. I was to present a three-hour presentation on ligament injuries and how to properly address and diagnose them. There was a personal injury attorney scheduled before me, so I thought I’d go in an hour early and listen to what he had to say, that way I could relate what he was saying to my topic of ligament injury testing.

I was there for about half an hour, listening to the attorney go on and on and on about how you’ve got to document the mechanism of injury. I thought, “Jeez, the doctor documents it right away in the first note. It’s like auto injury, slip and fall at work or home or a sports injury. They’re documenting the mechanism right away.”

So, at the end of 30 minutes the attorney said, “What’s the most important thing to document in your notes?”

A doctor of chiropractic raised his hand and said, “Mechanism of injury.”

The attorney said, “Yes!”, and pulled out from behind the podium a brand-new MP3 player which at that time was a really big deal, and threw it to the doctor.

I stood there and thought, “Wow, that is one of the strangest things I’ve ever seen before.”

I don’t think you would ever see that in a medical setting. You wouldn’t see an attorney award an MP3 player because a medical doctor got some correct answer, and I thought, “Wow, that’s really bizarre.”

So, the attorney then said, “What’s the worst thing you can do with your documentation?”

No one had an answer for that question, so he held up a can of Campbell’s soup, and I thought, “Okay, that’s it.”

I raised my hand. Remember, I was in the back, I’m the next speaker. I raised my hand and I said, “What is mechanism of injury? You just went on and on about how important this is to document. What is it?”

He stumbled at that point. He really didn’t know what it was, and that was a bit upsetting to me because it was like, “Okay, why would a speaker get up and go on and on about how important something was and not know really what it was?”

If this is so important, how could he not really know what it was, and still be considered an expert?

So, when I was walking up to the podium that day to do my lecture, I realized, “Oh my God, the doctors don’t really know what mechanism of injury is!”

From that point on, I understood how important it was to get the message across of how to diagnose these things a lot easier by just a simple understanding of mechanism of injury.

In the spine world, and especially in the spine market for chiropractors, chiropractors have studied the mechanism, what I call mechanism science. They’ve studied collision science, crash physics. These are all great things to know, right? But a gunshot wound expert probably doesn’t need to know much about guns, the bullets, the speed of bullets, how much powder is in bullets, the type of metal that’s used in a bullet, etc. They don’t need to know much about the mechanism. It’s the same for doctors.

Mechanism Of Injury Defined

Mechanism is always a force delivery system.

As a force delivery system, it causes an injury which is the derangement pattern that’s left behind from the mechanism. Just like if a dog bites you, there’s a very specific derangement pattern. Now I could say derangement pattern, I can say wound, I can say lesion. I’m going to keep it very simple and we’re just going to say derangement pattern. They all mean the same thing.

When you injure the human body, it is impossible to injure it without deranging it in some way. There’s not one injury that anybody in the world can think of where there’s not a derangement, even a mental condition.

If you said, “Well, they were mentally deranged,” what you’re really saying is that there’s a normal mental operation that got misaligned and it’s now deranged, so even that would fall into it, but obviously I’m joking here because you wouldn’t see a physical indication for that.

What I’m saying is all human body injuries derange a body part or parts. They’re called derangements. The word impairment is the same thing. It causes an impairment. An impairment is a derangement of a body part to the extent that it doesn’t function normally any more. So there’s a mechanism, the force delivery system, and the derangement patterns that are left behind.

Now in the United States injury market, spinal ligament injuries are the most expensive injuries today. The reason why they’re the most expensive is because many of the doctors that are treating these injuries have no idea what they look like.

I know that sounds really basic and simple but think about this. If you sent a patient in for a dog bite to be treated, but the doctor that was treating the dog bite did not know what they looked like, you would think that was strange. If you sent a patient to a gunshot wound doctor and the gunshot wound doctor didn’t know what a gunshot wound looked like, you would think that’s strange.

 

Is It Possible That The Majority of Doctors Do Not Know What the Actual Injuries Look Like?

Oddly enough, that’s what’s occurring in the U.S. spine market today. The majority of doctors do not know what the actual injuries look like. This causes all kinds of problems, like if a person was in, say a low-impact automobile accident, and a doctor believes that they can’t have any injuries.

Well, the reason why that became so prevalent is because the doctors who were basically treating the patients did not know what the injuries looked like, so they did not get properly diagnosed.

Anyone that’s suffering from some form of chronic spinal pain usually has an underlying injury that’s never been appropriately diagnosed. The one thing that we know, whether we’re doctors, lawyers, insurers, or just patients with good common sense, is that if something is not diagnosed properly, the chances of a good result from treatment are significantly lessened. So today in the U.S. injury market, especially in the spinal injury market, it’s imperative that everyone understands what a mechanism of injury is.

When you have spine injuries, whether you have an injury in an auto accident, at work, in sports, slip and fall at home, slip and fall at a store, whenever you have an injury to the spine, it’s because of compressive and sheer force.

When you injure a spine, if you put it into a mechanism, into an event that causes excessive compression or any kind of sheer force, then we have very, very specific injury patterns that show up, and these injury patterns are very easy to identify.

Understanding the Importance of Using the Correct Imaging Tool

You use three basic imaging tools. If you think you have a fracture, obviously you’re going to use a CT. That’s the best thing that you can use. Now, there is a ligament condition, so what’s unique in the spine is that the spine has over 220 specialized ligaments that hold it together. 23 of those, so a very small number, are called discs. So, in the spine, not all the vertebrae, but the majority of vertebrae, have a disc in between them. That’s different than say your shoulder joint, your knee joint, joints in your fingers, or any other joints. They have a specialized ligament called a disc.

Now, that’s gotten overplayed because we have a thing called an MRI. When I say overplayed, all I mean by that is everybody’s been so reliant on, “Oh, did the disc herniate?”

As if a disc herniation is the only way that you can severely damage the ligaments to a spine. It’s not. If you only look at those 23 ligaments and leave the other 197 out, that’s problematic. You don’t want to do that. So we know that the MRI is very good in a limited study on ligament damage to the spine. We know that stress x-rays are another way that you can determine the location and severity of a ligament injury, so you have three imaging types.

None of them are designed to pick up what the others are designed to pick up. A CT doesn’t pick up excessive motion in the spine, the x-ray study does. An MRI doesn’t pick up excessive motion in the spine, the x-ray does. An X-ray does not pick up disc damage, the MRI does. These three main imaging types are what all doctors in the today’s market need to know and understand to properly image the injuries.

The U.S. injury market calls for the best doctors, and the best doctors are those who get the highest level of results, because that’s what patients are interested in today. That’s what everybody in the market is interested in today. Whether you’re an insurer, a patient, or an attorney, that’s what everybody in the market is looking for, and there is not a doctor in the world today that can get great results with injuries that they don’t even know, number one, what they look like or how to appropriately diagnose them.

Mechanism Injury Is A Key Piece of Understanding That Everyone in The Market Should Know

It’s great to know mechanism science, but what we’re interested in today is called injury science, and injury science dictates what the injury looks like. How we best determine where it is and how bad it is, and then how we determine the best treatment for it?

Doctors, most importantly, but also attorneys, insurers, and everyone else in the market, need to understand the mechanism of injury. They also need to grasp the simple idea that mechanism is the force delivery system and the injury is actually the derangement pattern that’s left behind. That’s what mechanism of injury is today. I hope this helps demystify this idea for you. Register to attend my next webinar to find out more about correct diagnoses of injuries.

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What Is A Smart Injury Doctor?

What Is A Smart Injury Doctor?

What Is A Smart Injury Doctor?

What is this all about? What is this idea of a SmartInjuryDoctor? A smart injury doctor is an extremely effective injury doctor. Now what does that mean? It means they’re extremely effective at three things:

  • They’re extremely effective at the ability to diagnose the injuries that the patient has. They don’t miss injuries.
  • They can treat the injuries that they diagnose.
  • They can easily document everything about the injury and everything about the patient that is injured so that those who are in the benefits adjudication process such as insurers, attorneys, plaintiff attorneys, defense attorneys can easily understand what benefits the patient should have access to.

That’s what a smart injury doctor is. They live, breathe, and die with respect to injury results. Everything they do is based on getting better, faster, more effective results for patients. They provide the services that they themselves would want to receive if they were injured.

SmartInjuryDoctors® are Different

These doctors often earn exceptionally good money, but they don’t promote how much money they make or how much money they make on an individual claim. Today in the injury market, there’s so many doctors that actually talk… All you hear about as a doctor is how much money they make, but you never hear anything about the results with the patients they treat.

SmartInjuryDoctors are different. While they may make a great deal of money, their primary focus and what their talking about is trying to understand, figure out, and improve on is all centered on patient results. That’s what a SmartInjuryDoctor is.

A SmartInjuryDoctor knows that their job is to reduce insurance and benefit costs, they are the best friend of the insurance industry. As a SmartInjuryDoctor, we know that insurers want patients accurately diagnosed with fast and effective treatments, eliminating long-term benefit needs. That’s what everyone in the market wants. That’s what patients want.

In the last 40 years, I’ve been in the injury market, specifically the spinal injury market.

It’s interesting to hear doctors and lawyers who are in the injury market always saying, “The patient is only interested in money. These people are interested in money. A person who’s injured is interested in money.”

I say, “Wow, that’s such a bad doctor’s point of view.”

It’s certainly not a smart injury doctor’s point of view. It’s a bad doctor’s point of view because what the doctor is saying is, “Look, the person has a ligament injury at the base of the neck and now they have migraine headaches.” So, if they were in some kind of an auto accident. They got a settlement. Let’s say they got $4000 in their pocket, but they have migraine headaches for the rest of their life.

Would you accept $4000, $5000, $50,000, or even $100,000 to have a condition that caused you to suffer migraine headaches for the rest of your life? No, of course not.

Whenever anyone is injured, what they’re looking for is a supremely confident and competent injury provider. That’s a SmartInjuryDoctor. Whether they’re medical providers, osteopaths, doctors of chiropractic, doctors of physical therapy. It doesn’t matter. They’re extremely confident and competent.

With Competence, Comes Confidence

Everything they do is geared toward better education. They’re willing to spend money on education. They’re willing to invest in themselves because they understand that when they educate and improve themselves, they’re actually affecting every patient they’re going to touch from that moment forward. Their job is to rehabilitate and change lives.

Let me give you an example, say a mother of three children comes in with a serious neck injury. She’s married, she has these three children, a SmartInjuryDoctor recognizes that you’re not just treating that woman.

You’re treating the whole family as well. If she cannot get rid of the migraine headaches, will it affect their relationships? Of course it would. Would it affect her ability to have relationships with her children? Yes, it could. So not only are you treating the person, you’re treating everything dynamically connected to that person. That’s what a SmartInjuryDoctor realizes.

Injury Care is Only Unsustainable Because it’s Ineffective

Right now, in the injury market, injury care is unsustainable because it’s ineffective.

The main reason why it’s so ineffective is because the primary doctors treating spinal injuries don’t even know what the injuries look like. For example, if a dog bites you, there’s obvious visible evidence of an injury. It’s very, very easy to understand.

In the dog bite market, let’s say that a doctor didn’t know what a dog bite looked like, they probably wouldn’t treat it all that well. The results of that treatment would not be that good. In the U.S. spinal injury market, the majority of doctors do not actually know. They can’t tell you exactly what these injuries look like. With proper education it’s not that hard. All injuries are nothing more than derangements. SmartInjuryDoctors know this. They know exactly how to diagnose the injuries and they use the best professionals around them.

SmartInjuryDoctors are smart because they don’t try to do everything or be everything to everybody.

They don’t try to do imaging and try to read the images all by themselves. When they need images, yes, maybe they take x-rays in their own clinics, but they have professionals interpret those images for them.

If they need an MRI, they send it out. They find the best MRI centers and work with the best professionals they can in their local area. If they need a CT scan, same thing. If they need a medical specialist, same thing.

They work to find the best doctors in their area. They network because they know they can’t do everything. Even more importantly, they don’t want to do everything because they know what they want. They want to be really good at the treatment of these injuries.

SmartInjuryDoctors are a new breed of injury doctor. One that is results oriented. Results are in the DNA of a smart injury doctor. They’re what patients should be looking for, insurers should be looking for, and employers especially should be looking for because work related injuries today have costs that are at unsustainable levels. Everyone in the market knows this.

It’s the smart injury doctors that should be getting all the patients possible. And yes, we need to create more SmartInjuryDoctors. Again, that SmartInjuryDoctor is in the front of the bell curve. They’re not an average doctor. They’re not striving to be average. They’re striving to be in front of that bell curve for in the area of injuries that they handle. Register for my next Webinar to discover more about becoming a SamrtInjuryDcotor!

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246 Tierney Drive, Suite 1,
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Call Lee Ann at 1-800-940-6513, ext 700

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WHAT IS A SPINAL INSTABILITY?

WHAT IS A SPINAL INSTABILITY?

WHAT IS A SPINAL INSTABILITY?

What I want to talk about today is what is a spinal instability? It seems like there’s all this information out there about spinal instabilities. And matter of fact, I did a video on spinal instabilities six years ago, put it out on YouTube, and it was one of 245 siting’s of spinal instability at that time. I thought it was absolutely crazy that there was not more information on simple spinal instability and understanding that it was the number one cause of chronic pain and disability in the world today.

Spinal Instability Is a Clinical Entity

Obviously, if I fracture your spine and your spinal cord was about to be severed, you would have catastrophic spinal instability. These types of cases would end up in the operating room that day. So, we’re not talking about catastrophic spinal instability due to fractures. What we’re talking about here is spinal instability due to ligament damage.

Spinal instability by definition is excessive motion to the spine. The spine is designed to actually move in very specific, very minute movement patterns that all combine together. It’s both very complex, but very simple at the same time. The thing that holds all these spinal components, all these bones and joints in the right location for that movement pattern are the ligaments. When the ligaments are damaged, there’s excessive motion. It’s that excessive motion which allows the spine to now move in a way that it was not designed to move, which can irritate the nerve, which can cause pain and inflammation.

It Takes More Than Just an X-Ray or MRI

It’s not something that you pick up on an x-ray or on an MRI alone. It’s an entity that you pick up when you detect evidence of excessive motion. The best test for excessive motion is the flexion-extension x-ray. This is a stress radiology and a very accurate measurement of what are called translation and angular patterns. Remember, the spine can move back and forth. When it moves, that’s called a translation pattern. It also angles when it moves, that’s called an angular pattern. So, we can have abnormal translation or abnormal angulation patterns. The more abnormal the pattern is, the more ligament damage there was.

These Types of Patterns Are Not Picked Up On MRI

They’re picked up on stress radiology. They’re picked up on standard x-rays. Standard digital x-rays are the best primary imaging tool to detect this. They’re very inexpensive and very easy to do. When providers get imaging done, when medical doctors get imaging done, they rely on radiologists to read those images or to measure those images. Osteopaths, same thing. Physical therapists, same thing. Chiropractors sometimes try to do this themselves.

Doctors Can Only Be Good at So Many Things

It’s highly recommended, especially in the spinal injury market that this be done independent of the doctor. In the injury market, we want doctors to be very good at treating injuries, not necessarily great at doing all the radiology studies or all the imaging studies that are possibly out there. You can’t be all and everything in the market.

Essentially, a spinal instability is very easy. It’s excessive motion. If you have excessive motion that causes a motor problem with the nerve, (In other words, something’s not able to function now. For example, I can’t move my arm as well. I’m not as strong with the muscle.) that’s a motor problem.

Each spinal level has a motor nerve associated with it which can be tested. So, the doctor’s task is to perform a motor challenge. Different types of muscle tasks for each level to see if that muscle group is strong on both sides. We also have sensory tests. When you have a nerve, there’s a motor component, there’s a sensory component, and there’s a visceral component to it. The motor is making things move. The sensory is sensing things so the body can make control adjustments. And the actual visceral is helping the body’s organs function better. All nerves have these three capacities.

The Two Things Needed to Diagnose Spinal Instability

As I said before, spinal instability is a clinical entity. It means that you have excessive motion on an imaging study that’s now causing a motor sensory or pain problem at that level. So, you have to have two things. You have to have imaging. And you have to have a doctor who knows how to do a correct spinal instability exam. Not all that common today. So, we have to grow doctors that know how to do this very simple exam procedure. It’s a very simple procedure, but not a lot of doctors do it currently in the market and it should be done every single day. Any injury patient should have this done right away.

Once you have a spinal instability, how do you get rid of it?

Well, you treat it. The ligaments have already been damaged. There’s already excessive motion. So, are you going to treat the excessive motion and make that go away? No, that’s generally permanent. But the motor, sensory, or pain problems are not permanent. They can be transient based on the care. So, the care is gaged at rehabilitating the function of the nerve to not cause pain, not lose power or force as in a motor deficit, or to regain its ability to sense. A spinal instability is no longer a spinal instability when the patient becomes asymptomatic. That’s what good doctors are trying to achieve with their patients, be asymptomatic. Really good injury doctors can actually treat spinal instability very, very well.

The good injury doctor also knows that spinal instability is the number one cause of chronic pain and has often been the thing that is most undiagnosed in chronic pain patients. Every patient knows and everyone in the market knows that if you don’t have a proper diagnosis for the condition, (I don’t care if you have cancer, diabetes, spinal pain. No matter what the condition is, if the doctor is not diagnosing it correctly) the chances of getting help are very slim.

It’s Not as Confusing as Many Think, We Just Need More Informed Providers

We need a lot more doctors in my Smart Injury Doctors program and Smart Injury Lawyers program. Throughout the country, we are teaching doctors and lawyers exactly how these procedures should be done so that they can understand exactly how and what a spinal injury patient needs.

For the chiropractic community, a spinal instability is what a spinal subluxation was and is. Today, there’s so much confusion in the chiropractic market around terminology, and subluxation is a great example of that:

  • Do we treat a subluxation or not?
  • Is it a “bad” or “good” word?

I look at it and say, “Look, a spinal subluxation has always been and has always been defined as a vertebra that’s either misaligned through mal static position or mal motion that causes nerve interference.”

It’s a misalignment either in position or in motion that causes nerve interference. The nerve has these three things:

  • Motor
  • Sensory
  • Visceral

A spinal subluxation is identical to a spinal instability. There is no difference. So, anybody that says, “Well, I’m having a hard time. I don’t understand spinal subluxation,” definitely doesn’t understand spinal instability because they’re the same. They’re identical.

This is the number one cause of chronic pain and disability in the world today and we need a lot more professionals that understand this very simple procedure.

It’s simple to diagnose, it’s simple to evaluate, and it’s very simple to treat. The key to it obviously, as with any condition is early detection. Which leads to early proper treatment that leads to much better outcomes. That’s what we need in the market today. Register for our next Webinar to discover more about diagnosing spinal ligament injuries.

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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

SEARCH THIS SITE

© 2019 Biocybernetics Inc.