Crowing Your Pregnancy Practice
PRENATAL
A Labor of Love Part II
Irum Tahir
DC
Over the last 10 years, I have had many Chiropractors approach me on the subject of MD/ OB referrals. Many have attempted working with medical doctors to gain referrals in the past and hadn’t been successful; some were worried about exactly what to say to the doctor in order to build a lasting and successful relationship in collaboration; others were interested in working with MDs, but did not understand exactly how to approach the medical practices or the MDs to gain the referral relationships.
Growing up, I watched my father, a highly respected medical doctor, work with thousands of patients. I learned so much about patient care by working alongside him. Besides running a successful practice, he had compassion and dedication that was unmatched in patient care. Spending so much of my life in my father’s medical office, I learned about operations and practice management. There were so many moving parts to a medical practice that it fascinated me. Little did I know that these were the beginnings of a life as a great Chiropractor... and eventually a life of helping others manage their practices in the most efficient and effective way possible through practice management.
One of the reasons I chose Chiropractic as a career over what was meant to be my life in traditional medicine is that, as Chiropractors, we know that the body has an innate ability to heal itself with the right tools and support in place.
Growing up, I witnessed day in and day out the pharmaceutical companies having a huge presence in my father’s practice, as was the norm in practices across the United States. What I realized from observing and having exposure to pharmaceutical reps is that they were very intentional and methodical regarding their desired outcomes.
Although medication is necessary and very helpful at times, it was these types of interactions I witnessed that moved my life into a completely different direction. I began to question everything and thought about if there were alternative or integrative options for healing the body.
I retained all the lessons I learned from working in my father’s medical practice, including how pharmeaceutical reps operated within a medical practice. They were consistent, persistent, quick and knew exactly what they wanted to say. It is this skill set, along with a clear method and system, that I have adapted to the Chiropractic world to teach exactly how to work with medical doctors. My lifelong admiration, conversations and observations with my father have also allowed me to understand the deeper psychology of the MD and what they want to see, hear and feel in order to create a referral stream into a Chiropractic practice.
For the last 15 years, I have had a special focus in my practice on prenatal chiropractic care. Our practice has become the number #1 Pregnancy Chiropractic Center in Upstate New York, and I now teach Chiropractors to do the same in their city or region.
Although the information presented is pertinent to all MDs, this article will have a special focus on collaborative relationships with OB/GYNs, midwives, doulas and other birth providers.
As Chiropractors, we are positioned very well to work directly with OB/GYNs and midwives regarding prenatal care. Collaboration between all providers can be a win-win for the patient, providers and practice. Prenatal patients appreciate the excellent level of care and better birth outcomes that communication and partnerships with OBs and midwives can bring about. To bring a child into the world, it truly does take a village!
Create Chiropractic-OB/CYN Relationships
1 Give to Get
When attempting to create a referral relationship, Chiropractors often make a huge error: they go into the relationship thinking more about what they can receive, how they can benefit or what they will get with referral relationships with an OB/GYN. The initial interactions with an OB practice will set the tone for the rest of the relationship, or lack thereof. These negotiations must be done in a specific and delicate way. Begin thinking about what you can give to the practice that you would like to work with. This may come in the form of time, effort or energy. It is illegal to offer any financial benefit whatsoever to the doctor’s practice or staff in any way.
2 Develop a Clear System
In working with OB/GYNs and other birth providers, it is very important to stay organized and have clear systems and spreadsheets. Creating my system of working with medical doctors was initially very difficult because I had to learn to become someone who was very methodical with tracking referral relationships. If this is an area that is a weakness for you, enlist the help of others for whom this aspect may be more enjoyable. Whether it is the very beginning of the relationship with the OB/GYN or you have been working together for many years, it’s essential to keep everything systematized so that you may keep track of what is working/ not working and can make modifications as needed.
3 Know Your Strengths...and Improve Your Weaknesses
We all have strengths and weaknesses. Some areas of our lives just come more easily, whereas other areas we either avoid, procrastinate or just outright do not like to do. When it comes to working with OB/GYNs, both your strengths and your weaknesses, as well as those of your practice, will come into play. Find ways to work on your weaknesses, such as by teaming up with a coach. Focus on your strengths and what you bring to the table in the relationship. What sets you apart from everyone else? What does your practice have that other practices do not? Perhaps you offer evening or weekend hours, or you’re in network with insurance or have had additional training to work with the prenatal population. Showcase these aspects of yourself and the practice.
Often, there is a very short window of time to discuss collaborative care with OB/GYNs or members of their team. Working on any weaknesses and learning the exact phrases they need to hear will help you streamline those conversations.
4 Present to the OB/CYN and Midwife in the Right Way
When presenting to the OB/GYN and their team, preparation is key! It’s very important to build out the right educational materials that meet the expectations of the OB/GYN and explain prenatal chiropractic care and the benefits of care. The right educational materials will be beautifully designed and well done, even down to the feel and quality of the materials provided; and more importantly, the materials that you are presenting with must have excellent sources backed by high quality research. We must speak the medical doctor’s language to connect with them, and research is just one of the components of that language.
5 Learn How to Handle Objections
When discussing prenatal Chiropractic care with the OB/GYN or midwife, they may have objections to sending patients to a Chiropractor for care. It’s critical to be prepared to discuss why the OB/GYN may not want to send a patient to a Chiropractor, or what concerns they may have in working with your practice. Make sure you are skilled in handling an objection in the appropriate way. Preparation and knowing what to expect is everything!
Working hand in hand with OB/GYNs, midwives and other birth providers is a great way to grow your practice, give greater comfort to your patients and have better birth outcomes overall. Confidence will come from the certainty and knowledge of how to work with OB/ GYNs to create that relationship. Remember, the day you plant the tree is not the day you are harvesting fruit. Relationships take time to cultivate and grow. With the right tools, direction, time and effort, your practice can blossom with an abundance of prenatal patients grateful and accepting of your unique skill set and care!
Dr. Irum Tahir is the owner and lead doctor of High Point Chiropractic Wellness and owner and CEO of High Point Consulting, a global healthcare consulting firm that teaches courses on leadership, OB/MD referrals, business development, and sales in health care. A frequent speaker in the chiropractic and healthcare space, Dr. Tahir was named "Top 40 under 40 Entrepreneurs" and has been invited to speak at the White House and the United Nations. Her TED Talk has reached more than half a million views. Follow her on Instagram as @drirumtahir and on Facebook as Dr. Irum Tahir. Learn the exact systems to grow your Pregnancy Practice by working with OB/GYNs in our 8 week course. Text 619-342-6224 or www.ignite-spark.com for more information.
