Dr. Plasker:
Absolutely and it's giving people the right information, Dr. Stu, but it's also about the packaging. One of the challenges is that much of the packaging that doctors are utilizing are outdated packages. They don't really speak to people's core values. They're very narrow in the way they communicate. We're very good at communicating with each other. I call it the difference between peers versus people. We have an article on our website right now on peers versus people communication at thefamilypractice.net, which really explains a little bit further what I'm talking about here. We're so use to talking to each other that we are, many of us, not great at talking to the public, so when we get out into the public we are hard selling people all the time. That is not healthy in my very humble opinion. To get people to buy into what we're doing, we don't have to get people in headlocks and give them noogies, you know what I mean? C'mon you're going to do it, you're going to it. We don't have to do that. It's a matter of speaking to people's core values, making it real for them. What's in it for them. What's important for them and one of the things I really learned a lot about packaging when I wrote The 100 Year Lifestyle because that's a message that went out global, it has had hundreds of millions of media impressions, CNN, Discovery Channel, Fox, all over the place. I mean I could go on and on, Martha Steward, but here's the thing because we're speaking to the people, we're speaking their language not our own language, whereas the chiropractic "lifestyle" got a literally, "Don't come near me. Don't come near me," from the publishing houses. When we just changed the name to The 100 Year Lifestyle and talked about the same longevity and human potential packaged as The 100 Year Lifestyle we had a bidding war. I learned a lot about packaging and communication, so it's important that if you're struggling to create new patients that become lifetime patients and lifetime families, look at not just your saying, but how you're saying it and the overall package that you're delivering it in. So let's talk a little bit about the risk management aspect of seeing high volumes of patient, but through, what I would consider, proper retention and I think it creates an unique set of risk management tools to deal with. One of the things that I wanted to touch on with you is something like documentation. What do you actually promote and teach to the doctors that are seeing patients and transitioning them from crisis care on? Can you touch on that for us a little bit? Absolutely, in The Family Practice and The 100 Year Lifestyle model, we have a continuum, we call it the Lifestyle Care Continuum. We have crisis care, the critical transition to lifestyle care. The crisis care is the portion of the care that is partially covered by insurance. In today's day and age, nobody got 100% coverage, so very rarely do you see that, so it's partially covered and we let people know, and the rest is your responsibility. That is the part of the care is that is medically necessary, that is if you're going to get reimbursement from it, you have to document it for the insurance companies, so that you get the proper reimbursement.
Dr. Hoffman:
Dr. Plasker:
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