This 2-Minute Monday Personal Injury Mindset is about growing a PI segment.
Grow a PI Segment through Patients, Peers and Law Firms – in that order
There are three targets to grow a personal injury segment: patients, peers and law firms, and that should also be the order of your focus.
Patients know you best. They experienced your medical magic. Your job is to create raving fans, identify them, arm them, follow up with them and recognize them. They will bring you all the PI patients and also fill your other practice segments if you approach this right.
Peers are part of the medical collaboration that is part of PI and is the next segment. Every personal injury patient if being referred to a specialist needs to also go to a fellow provider who accepts patients on lien or by letter of protection depending upon your staff. That presents an opportunity to educate those peers about what you do, how you do it, and how you can bring value to them. Whatever is your medical specialty seek out the other medical specialties – whether chiropractic, PT, pain management, orthopedic, neuro – whatever the patient may need. It’s a great way to augment your personal injury segment with referrals and at the same time discover great medical providers to refer your patients too. And these peers can refer to you not just patients but law firms.
Attorneys and law firms are the last segment. The problem when most medical offices rely upon law firms for business, they are afraid to ask for higher pay. Also, a lot of tort reform around the country is allowing the defense attorneys to get into the relationship between the law firms and the doctors they use. When you market to law firms, learn about being a value driver and how important your role as a non-retained expert is in PI. That’s how you grow more PI business through law firms, doing PI the right way and avoiding the wrongs.
In the end, when marketing in PI there are three segments. Hit them all, but hit them in this order: patients, peers and law firms.
And I’ll see YOU at the Next Two Minute Monday Personal Injury Mindset!
