40+ Years, One Practice: A Conversation on Whiplash Recovery and Why Trust Beats Sales Tactics
As Dr. Barry Marks — a chiropractor in Orange, CA recognized for his work with car accident and whiplash patients — puts it, trust is built one honest visit at a time.
This a conversation with Dr. Barry Marks, DC about the current state of chiropractic and personal injury.
Q1: How has chiropractic marketing/business models changed since 1986?
You may feel confused after a car accident. How can I fix my car, and who will cover my medical expenses? These are all legitimate worries.
Back in the 1980s, people did not widely use computers, and smartphones were still about ten years away. People relied on word of mouth from satisfied patients. If you didn’t know anyone with a referral you might someone through the phone book or newspaper ads. It was all information based marketing. Teach the accident victim what is wrong and what to do about it. We focused on meeting a need.
Modern marketing using social media and the power of smart devices has opened things up. There is so much information at the tip of your finger today. It’s remarkable! Says Dr. Marks who was an early adopter of web pages, blogs and social media.
But today, it has gone too far according to Dr. Marks. When you search for whiplash on your phone or desktop, advertisers hound you with ads from lawyers and medical corporations.
They all cause fear to make you rush out and sign up with them. They all highlight multi-million dollar settlements to enhance their image. Apps on social media may tempt you by claiming they can tell you what your case is worth. Just plug in your details and the app will tell you. This is actually a deceptive way to get your contact info and a law firm will begin marketing to you.
Today, it’s less about informing a victim and more about rushing them into a contract. Although I use technology, I think it’s crucial to continue to earn trust with the public by providing them valuable information that can help them recover, whether they become a patient or not.
Q2: What does a typical first visit and evaluation actually look like?
Every case starts the same, whether it’s if you woke up with a stiff neck after a bad sleep or a bad whiplash injury—a careful history and exam. The difference is, in a car accident case, the history and exam are vitally important to prove the existence of an injury. The clinician takes x-rays after the exam to detect signs of trauma damage. Then a first pain-relieving treatment is given to help calm nerves, reduce spasms, inflammation and pain.
Q3: How does whiplash/car accident specialization change the approach to diagnosis and documentation?
Car accidents are considered “personal injuries.” That means you are injured due to another person’s negligence and you want them (or their insurance company to cover your costs. Since you are asking someone else to pay for your treatment, the doctor must show compelling evidence that there is an injury. Further, the injury was a direct result of the accident and then how severe the injury is. Additionally, the doctor must prove the treatment they are rendering is appropriate and effective at relieving the injury. These are skills I learned over many years of specialized training.
Q4: What’s one thing patients should always ask before choosing a chiropractor after a car accident?
What are your specialized training, skills and experience in treating car accident injuries? Dr. Marks adds, “remember, any doctor can treat an accident case and the majority of chiropractors will take on any personal injury case, but are they qualified? Have they specifically specialized in this field or just doing it for the money? Do they provide cookie cutter treatments in an impersonal clinic, or do they provide personalized care in a warm and comfortable private practice?
After over four decades in one chiropractic practice specializing in personal injury, Dr. Barry Marks, DC says that his key to success and longevity in practice are evolving with technology, but maintaining old school courtesy and attention to detail to provide the best possible outcomes for his patients.
If you’re in Orange County and need help with your car accident whiplash, CLICK HERE to book a No-Up front Cost appointment to see Dr. Marks.
