was in the best interest of the patient. If a patient wants to switch then that is their choice; however, it is unprofes-sional to encourage this at any time in practice. This is considered “poaching” of patients and it can be one of the most destructive behaviours that can certainly lead to conflict. Stopping this behaviour early or, better yet, setting policies in advance with respect to this can save a lot of problems. HAVE A FRANK CONVERSATION ABOUT GOALS The goals of the associate, both short-term and long-term, are very impor-tant. The owner may be thinking of bringing in a long-term associate who would eventually buy them out. Whereas, an associate might be think-ing of a short-term role to pay off some student debts and then eventually open up their own practice. It is important for both the owner and the associate to be honest in their short-and long-term goals as this will serve them well if and when the associ-ateship ends. Some associates might think that geographic and non-competition clauses do not hold up in court. How-ever, the courts may now be taking a stronger stance in this area as legal firms are taking strong measures to protect their goodwill. One problem that I often see occurs is when an associate starts bringing in more than their share of the overhead. They then start feeling the relationship has become lopsided and that the finan-cial arrangement should be altered or they threaten to leave. What the associ-ate does not realize is that they were subsidized from day one, so there has to be a “pay back” period, which could be several years depending on how long that process took to occur. In addition, as an associate gets busier, office over-head cost tends to grow as well. Having said this, I have also heard of many cases where the associate has been taken advantage of for many years. This is another reason why get-ting everything in writing prior to en-gaging in any relationship, will benefit both parties. marketing chiropractic to medical practices Marketing Chiropractic to Medical Practices targets chiropractors and leads them through a comprehensive sales model to demonstrate how they can educate the medical profession on how to utilize chiropractic services for their patients. By implementing a gradual approach from the first office contact to presenting an effective and educational sales call, this text informs chiropractors how to confidently access their greatest untapped new-patient source. Marketing Chiropractic to Medical Practices offers a step-by-step approach to secure medical referrals and develop ongoing professional relationships between the chiropractic and medical worlds. Features: • How to provide a pro-chiropractic message based on evidence-based research • How to access physicians • Uncover patient needs and physician objections for chiropractic care • Learn the most common physician objections and how to overcome them • How to select research that addresses the needs and objections of a physician • How to present research to support a MD/DC conversation 22 Canadian Chiropractor February 2018 CC_book ad_marketing_ June16_MLD.indd 1 www.canadianchiropractor.ca 2016-05-16 8:14 AM Photo: fotolia
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