One-on-one with an Industry Expert

Richard Gant, COO of Innovative Healthcare Solutions

Low back injuries encompass 33% of workers compensation (WC) claims and affect 80% of the US population during their lifetime, at a cost of an estimated $80 billion annually. Chiropractic Products turns to Richard Gant, COO of Innovative Healthcare Solutions in Boca Raton, Fla, for advice as to how chiropractors can attract these patients.

How can chiropractors increase their pain management patient base?
Part of the problem is public perception because many perceive chiropractors as health care practitioners offering only adjustments. Chiropractors devoted to increasing their practices need to let patients know they have an answer to their specific pain-related problems. In advertising and discussions with physicians, DCs should focus on one major problem they are able to effectively treat with the use of specialized training or equipment.

What do you recommend for chiropractors who want to include this service within their practices?
One way would be to create a “practice within a practice.” DCs can position themselves as providers of a new treatment for severe lower back pain. For example, we have clients who offer “the newest breakthrough in the nonsurgical treatment of herniated and protruding discs, degenerative disc disease, posterior facet syndrome, and sciatica.” These clients are tell people that in clinical studies,”successful pain relief was achieved in 86% of the patients treated with this new technology.”

What are some important objectives to consider when adding a practice within a practice?
First, chiropractors should offer a solution to a problem experienced by a significant portion of the population (ie, lower back pain). Second, they are better off promoting the use of equipment with a proven successful track record, instead of phyical therapy with lesser known results. Third, DCs should make sure that the treatment protocols are easy for their assistants to learn and help administer. Fourth, they should purchase equipment from a company that has a turn-key system with good marketing support, strong advertising campaigns, and comprehensive training. And last, doctors should choose a program that is affordable for patients and inexpensive for doctors.

Are there any WC or legal pitfalls that DCs should watch out for?
With our equipment results, we have chiropractors who offer patients a money-back guarantee. DCs need to include the basics of the guarantee in their advertisements and have a detailed form for their patients to sign. When chiropractors produces profound results for their patients, they should remember to get testimonials—and don’t forget to get permission in writing to reprint or publish.

Tell us about Innovative Healthcare Solution’s commitment to the chiropractic profession.
It is our belief that chiropractors provide a valuable service to patients who have decided to look for alternatives in health care. We are dedicated to finding equipment and services at affordable prices to help DCs provide cutting-edge treatment with proven results. For example, one of our programs provides DCs with a $100,000 piece of equipment that treats severe lower back pain, and they can pay for it on a minimal per use basis. This allows DCs to treat significantly more patients suffering from back pain with a nonsurgical solution to their suffering.

What do you see for the future of the chiropractic profession?
We are very optimistic that with the right marketing and more cutting-edge treatments, chiropractors will continue to make a significant impact on the health and well being of more and more patients.