How To Explode Your Chiropractic Practice Through Attorney Referral Marketing

You’d never want to overcomplicate your personal injury marketing efforts when you can reap the benefits of attorney referral marketing in an efficient and cost-effective manner!

Attorney referral marketing is single-handedly the most effective and profitable thing you could do to grow your personal injury practice when done correctly.

Marketing needs to be adapted to the industry and technological changes. No matter the kind of marketing strategy you choose, either web marketing, PPC, social media, or SEO, there is no fixed rule that fits all. 

As a personal injury practitioner, if you want to keep generating leads and acquiring new patients, you will have to continue investing in your marketing efforts to see what works the best for your business growth.

And how exactly can you do that?

We previously talked about some of the tried and tested methods for chiropractic marketing for personal injury. What I believe to be the #1 best strategy of them all is attorney referral marketing that brings a plethora of benefits to your business when it comes to raising awareness about your brand and getting leads.

For a good chiropractic practice, attorney referral marketing serves as lifeblood. To put it simply, patient referrals from attorneys speak a ton about the quality of service you are delivering especially if the attorneys send you ongoing referrals and they are interested in building a long-term referral relationship with you.

And the stats don’t lie. Whereas with advertising and SEO content you can drive patients each month worth $2,000-$7,000 a case each, with attorneys they can send you sometimes 1-2 or more cases each month! That can be worth $14,000-$168,000 per year. Per year! Yet, we all know that relationships like these don’t go anywhere. So you could easily be generating this kind of volume over 5 years or more from just one good attorney referral partner!

With this in view, we will see how attorney referral marketing works wonders in helping you reach out to your target patients and ensure you are not investing a fortune in advertising.

Let’s dive in!

Why Attorney Referral Marketing?

Before I begin to talk about the working mechanism and nitty-gritty of attorney referral marketing for chiropractic practice, let’s first undertake a general discussion about the concept. Attorney referral marketing is not just a collaboration; instead, it’s a strategic partnership designed to benefit both attorneys and practitioners while ensuring that patients receive the best care possible.

Attorney referral marketing essentially involves establishing long-term and strong professional relationships with attorneys who often deal with personal injury cases. In a nutshell, when someone gets involved in an accident or sustains an injury due to another party’s negligence, they might require legal representation to seek compensation. Attorneys, especially personal injury lawyers, become the legal advocates for these individuals.

It’s in the recovery process where chiropractic care comes into play. Many of these accident victims suffer from musculoskeletal injuries that can significantly affect their quality of life. This is where you, the chiropractor, step in. Your expertise in alleviating pain, restoring mobility, and promoting overall well-being can be an important factor in their recovery journey.

Attorney referral marketing builds a bridge between your chiropractic practice and attorneys who specialize in personal injury cases. It’s about creating a win-win-win situation: the attorney gains a trusted partner to help their clients recover physically, the patient receives comprehensive care, and you expand your practice by reaching a new pool of potential patients.

So, all in all, the core essence of attorney referral marketing is not just a transactional referral; it’s a collaboration based on trust, mutual benefit, and, most importantly, the shared goal of ensuring the well-being of the patient.

There have been umpteen personal injury marketing materials for chiropractors, but if you are a seasoned chiropractor, you know that the topmost referrals come from personal injury attorneys. 

This means getting more business as you get referred to their clients without you having to splurge money on competitive advertising. In most cases, the patients call their personal injury lawyer first even before receiving medical care. Hence, it makes sense that connecting with a personal injury attorney is the best way to get referrals. There can be instances when a highly reputable attorney provides you with more referrals on a monthly basis than even the aggressive marketing campaigns we often run. 

You can see here why:

• Many injured victims do not know who to see for medical assistance, but they are aware that they are supposed to call an attorney right after the accident.
• The patients are not likely to disagree with a recommendation from their attorney as they are in need of assistance post-accident. They are likely willing to act on their attorney’s suggestion.
• Expanded Patient Base: When you opt for attorney referral marketing, you unlock the doors to an entirely new patient base – individuals who have been in accidents or suffered injuries due to someone else’s negligence. This means you can reach out to a broader audience seeking your specialized care.
• Steady Stream of Patients: Personal injury cases often involve patients who need ongoing treatment, which can mean a steady stream of patients for your practice. This consistency can be a game-changer for your clinic’s growth and financial stability, especially when you are just starting out.
• Higher-Value Cases: With attorney referral marketing, you can get high-value patients. Personal injury cases can result in long-term and higher-value treatments. Treating patients with more serious and intensive injuries often involves a longer treatment plan, which can positively impact your revenue.
• Improved Networking: Through attorney referral marketing, you get an incredible opportunity to work in close collaboration with attorneys. This means that you can improve your connection within your local legal community. To make the most of this improved network, you can consider opting for other marketing efforts like educational events and collaborations that elevate your practice’s visibility.
• Specialized Expertise: Chiropractors possess unique skills in treating musculoskeletal injuries, making them an invaluable asset in personal injury cases. You offer specialized expertise that complements the legal aspects of the case.
• Patient-Centric Care: When you work on cases that come to you through an attorney’s reference, your practice becomes an integral part of a patient’s recovery journey. Collaborating with attorneys ensures that patients receive comprehensive care, from legal support to physical rehabilitation, and your practice remains at the center of this thorough care plan.
• Community Involvement: Through attorney referral marketing, you become more deeply involved in your local community. This not only helps your practice but also strengthens your ties with the area you serve. By doing so, you send out a message that your clinic is here to serve your locality, and you establish the reputation of being a caring brand.

Today, referring attorneys spend time on marketing campaigns typically with a lot more money than personal injury practitioners do. For instance, the research found that personal injury attorney websites have the majority of backlinks from the referring domains.

Mechanism of Attorney Referral Marketing

When you want to opt for attorney referral marketing, it’s imperative that you understand its mechanics and how it works. At its core, this strategy is all about building mutually beneficial relationships with attorneys so that you can have a pipeline of new patients for your chiropractic practice. Here’s how it typically works:

The process starts with initiating connectivity with potential attorneys. You may reach out to attorneys in your area with a concrete proposal. You can start approaching attorneys with a friendly introduction and a discussion of how your chiropractic expertise can complement their legal services. This is the basis of your attorney referral marketing and occupies immense importance. I discuss it in great detail in the next segment below, but here, let’s first first discover the mechanism completely.

Once you identify potential attorney partners, then you have to adopt a collaborative approach to derive the rest of the system. It is the spirit of partnership in its truest sense on which attorney referral marketing thrives. This means that both attorneys and chiropractors work together to provide comprehensive support to accident victims. This may involve sharing medical records, treatment plans, and progress updates to strengthen personal injury claims. This collaborative approach also means that you keep mutual benefits in your consideration. Attorney referral marketing isn’t a one-way street. Attorneys benefit from having a trusted medical partner who can strengthen their clients’ cases, while chiropractors gain access to a new patient base. The ultimate winner, of course, is the patient, who receives comprehensive care.

Moreover, you also need to consider the nitty-gritty of the attorney referral marketing system or process, such as legal agreements. Many attorney-chiropractor partnerships formalize their relationship through referral agreements, and this is the prudent thing to do. These agreements outline the terms of the partnership, including how referrals will be made and any compensation arrangements. It’s a crucial step in ensuring clarity and fairness.

Moreover, when you work on this partnership or agreement, it’s important to uphold the highest ethical standards. Patient care and well-being should always come first, and your referral agreements should comply with legal and ethical guidelines.

How To Begin With Attorney Referral Marketing?

The very first step of plugging into attorney referral marketing is to create a target attorney list. It’s said that what gets measured gets improved — Peter Drucker. So creating an area-specific list is important here. 

That way you won’t be targeting blindly. You can tweak your list based on the number of personal injury patients you would like to get referrals for. According to our expert estimate and experience, by the end of it, you should be able to build a referral connection with an average of 20% of that target list.

Continuous progress about the patient’s progress, complete diagnosis, and documentation get the attorney’s attention for consistent future referrals. 

For personal injury referral marketing to the attorneys, it’s important that you keep your ice breaker letter concise and cover the points about your practice that can make the patient’s life easier. Close the letter by communicating the time frame within which you would like to schedule a meeting with them for further discussion.

Pro Tip: If you don’t want to get into the tedious task of making a referral attorney list and involving with them directly, it’s best to get in touch with a marketing agency that exclusively offers chiropractic personal injury marketing. 

Agencies like Think Bullish help you triple your personal injury practice in a short span of time. Learn more here.

Creative Ways to Approach Attorneys for Possible Collaboration

Your exercise of attorney referral marketing starts with approaching all those names you added to the list of possible partners. Besides that list, you can also adopt unique and creative ways to reach out to attorneys who can be a great source of reference for you. Here are some of the tactics you can consider implementing to bring your clinic name in front of attorneys.

Community Engagement

Actively engaging in your community can reap many beneficial results for your practice. But, building a robust attorney referral network often involves active participation in your local legal and healthcare communities. You can attend legal conferences, health fairs, and networking events to expand your network and reach out to attorneys. Collaborating on community service projects, such as participating in charity walks or fundraisers, can also be beneficial for your practice. This not only builds camaraderie but also showcases your shared commitment to the community. In addition to taking part in community events, you can initiate and hold events to raise awareness about your services and to capture the attention of prospects and attorneys. You can even partner up with attorneys to host community events, such as safety seminars, wellness fairs, or self-care workshops. This showcases your collective commitment to community well-being.

Educational Seminars

Hosting educational seminars or webinars is a fantastic way to demonstrate your expertise to attorneys. These sessions can cover topics like the benefits of chiropractic care for accident victims, understanding common musculoskeletal injuries, or explaining the rehabilitative process. It’s an opportunity to showcase how your practice can be an asset to their clients.

Sharing Success Stories

Real-world success stories speak volumes about your progress and reputation. Share cases where your chiropractic care made a significant difference in a patient’s recovery, especially in the context of personal injury cases. This builds confidence in your services. Share success stories featuring attorney referrals on your website or social media. This not only highlights the effectiveness of your partnership but also creates a sense of reciprocity.

Peer Recognition

Nominate attorneys for local business or legal awards, showcasing your appreciation for their expertise. This creates a positive connection and strengthens your partnership. This can also lead to more potential collaborations. You can also mention your partner attorney’s name in local community centers and their magazines or newsletters. This way, you can show appreciation for your current partner and captivate the attention of new ones.

Top Ways Attorney Referral Marketing Helps You Grow Your Personal Injury Practice

Attorney Referral Marketing As A Cost-Effective Strategy

Attorney referral marketing enables you to focus on the right sources instead of expanding the scope of your marketing plan. It also means that you don’t need to spend a fortune on advertising because your best leads will come from your attorneys’ network. It works like a funnel; a couple of attorneys who have many clients get funneled into your service through recommendations.

Sure, you can carry out your own digital marketing campaigns but the impact will cost you a certain budget. On the other hand, an ongoing attorney referral marketing program is cost-effective to get more customers and becomes an asset to your business that won’t require you to continue to invest financially in the future once established. 

According to a report by Review42, the referral leads have about a 30% chance of a higher conversion rate. It also brings about 65% of the company’s new deals and leads. The same applies to advertisements for personal injury.

Word Of Mouth Influence

Attorneys can be your best brand promoters. When their referred patients experience your services, they are in a better position to inform their family and friends and help them develop a positive opinion about your brand.

They are likely to recommend your practice if their clients have a good experience. It works like a chain that begins from attorney referral and moves down the line to more connections and leads. 

Higher Chances Of Getting More User-Generated Content

An attorney referral program doesn’t only bring you leads but it’s a chance of having brand advocates share their experience with your office. Some of your patients may even be compelled to promote your practice on their own social media platforms if they are happy about your service. This means more conversions and publicity for your practice.

If you want more attorney referrals, it means that you should deliver an upbeat service level that’s worth referring to. Remember that it’s an important driver for your referral law firms to send you quality leads. They will have a long-term business network with you if their referrals are satisfied with your services.

Also read: Your 2022 Chiropractic Marketing Plan (That Actually Works)

Quick Tips To Expand Your Personal Injury Practice Through Attorney Referral Marketing

• Go for referral sources that resonate with your brand image or practice. For instance, we have narrowed down our approach and developed Attorney Referral Partner Prospecting programs.
• Keep looking for a referral source that will give you a steady flow of leads.
• Invest time into strengthening your relationship with your referring attorney network. Consider them as client sources and think about the ways you can make their professional world better.
• Give your referring lawyer updates on the referred case to make the relationship as transparent as possible.
• Set your personal injury advertisements goals. How many referring attorneys do you plan to have and how many leads are you looking forward to generating via them? Without a specific goal, you will be directing your referral marketing goals in the dark.

How To Create Long-Term Networks With Your Personal Injury Attorneys?

Attorney referral marketing for personal injury takes some effort, but a referral is a more effective, affordable, and long-term way to get more leads to your firm.

You can begin by creating a positive patient experience that makes your referring attorneys want to suggest your practice to their clients. Make an effort to develop long-term relationships with your referring attorneys and be sure to monitor what works and what does not throughout this process.

Forming long-lasting relationships with your referring attorneys is a good way to boost your personal injury cases. The issue for new chiropractors is that it can be quite challenging to break into the attorney referral marketing that is already set by established practitioners in the industry. It’s important that you sit down with the attorney and identify the “gap” first. See who they’re currently working with, how their experience is and what is lacking before explaining your extensive knowledge in this area and how you can help them. That will compel them to work with you. 

A factor that most chiropractors overlook is that most attorneys do not send the referral to general medical doctors directly for an auto injury.  They refer the patients out to the personal injury practitioners who they think can help their patients the most, so if you put together your practice correctly, you will find yourself on that list. You should know that you probably need a more integrated practice model to be successful in referral marketing. If you model your practice as integrated chiropractic and a medical office it allows you to offer more help to patients and more extensive care which can help you to achieve success here.

A great way Think Bullish helps personal injury practitioners is that we get you in touch with personal injury attorneys as part of our referral program.  We enable qualified introductions between you and them that are typically challenging and time-consuming to obtain otherwise. Our referral programs add a professional and “warmer” touch into this connection as compared to cold calling, walking in or emailing them.

However, you can find other ways to meet and network with the attorneys like attending events, asking for formal introductions from your network, or hosting an event. Check for all the personal injury attorneys that are close to your office and find ways to connect with them either through cold calling, your personal networks, or with the help of referral marketing agencies.

Just make sure you have a process to ensure that an organized referral marketing structure is developed and sustained. Remember that referrals are sometimes mutual. If someone reached out to your office, sending them to an attorney in your network is a good start to encourage them in referring patients to you. 

Make the most of the same tools that you usually use to keep in contact with your network. Newsletters and social media platforms are the top most ways to stay in touch with your referring attorneys. You would like to stay on top of their minds to encourage an ongoing referral connection.

Note: Having an online portfolio or reputation helps a lot to build trustworthiness before you expand your network. The attorneys you meet do not personally know you, hence an online profile helps them be sure of your professional expertise so they can come under an agreement for a referral program with you.

Also, if you want to maximize personal injury marketing for chiropractors through attorney referrals, respond to client inquiries quickly. The sooner you do that, the higher your chances will be of being referred by the attorneys in the future.

The last thing to remember is that when promoting your personal injury services through attorney referral marketing, it is smart to cast a narrower net for having your attorneys’ network. This saves resources and time when you are at the stage of developing a comprehensive personal injury marketing plan for yourself.  

Using Technology to Ace Up Your Attorney Referral Marketing Game

For many chiropractors, attorney referral marketing drives a significant portion of their revenue stream. These are the practitioners who are utilizing technology to ace up their attorney referral marketing. Incorporating technology into your attorney referral marketing system can significantly enhance your efficiency and effectiveness. To guide you, I am sharing below how technology and AI can play a pivotal role:

CRM Software

CRM software can help you a lot in the whole process. You can use Customer Relationship Management (CRM) software to store, organize, and manage information about attorneys. Using this software maintains a comprehensive database of attorney contacts, referral history, and communication logs.

AI-Powered Chatbots

We all know how AI is revolutionizing everything around us, and it can certainly help you, too, in your attorney referral marketing. You can use AI-powered chatbots like ChatGPT to make your communication with attorneys efficient and streamlined. These chatbots can help you with crafting proposals, letters, and marketing materials quickly and accurately, saving you valuable time.

Project Management Tools

A great way to use technology in your attorney referral marketing is to use tools and resources that can help you produce tangible results. You can consider investing in project management software to track and monitor cases you are getting from attorney referrals. Using these resources can land you a helping hand in staying organized, ensuring that each case receives the attention and care it deserves.

Data Analytics

You can also leverage data analytics tools to gain insights into the performance of your attorney referral marketing efforts. Analyzing data can help you identify which strategies are yielding the best results and where adjustments may be needed.

Email Marketing Platforms

In order to nurture relationships with attorneys, you can use email marketing platforms with automation features. Using these platforms allows you to set up drip campaigns, send newsletters following a regular schedule, and share valuable insights effortlessly.

Document Management Systems

You may think it’s not necessary, but when attorney referral marketing begins to yield good results and improves the influx of patients, you are left with no choice but to use document management systems to store and access important legal documents securely. This also ensures that you have quick access to relevant case information when needed.

AI-Powered Research Tools

You can also explore AI-driven research tools that can assist in identifying potential attorney partners. These tools can help you discover attorneys with a track record of handling personal injury cases.

Wrapping up!

To sum it up, your aim should always be to get as many attorney referrals as possible no matter the level of practice you are in. There is always room for improvement for your personal injury referral marketing program, and there is no other way but to start with the basics as discussed above.

Personal injury attorney referrals can be your strongest marketing tool. In many cases, it can even be more effective than digital marketing if done right. You get the benefit of cost efficiency, less operational endeavor as this method opens doors for personal and professional opportunities outside of the conventional marketing elements.

The concept of developing, growing, and sustaining a personal injury attorney referral network is one that many seasoned personal injury practitioners have learned and practiced. It’s true that it requires more strategy and planning than other forms of offline marketing, but with a coherent and concrete referral program, the outcome will be positive leading to even better lead generation opportunities.

At Think Bullish, we want your personal injury practice to succeed and this is the reason why we make it easier for you to network with PI attorneys. We are always happy to provide you with our suggestions for an attorney referral program that serves your service needs better. To learn more about us, schedule a call here.

If you are serious about the results, check what our clients say about us here.

If you found this guide helpful, check our other resources here:

• Chiropractic Marketing: The “Cheat Code” To A Million Dollar Practice
• 5 Spinal Decompression Marketing Secrets To Explode Your Clinic
• Facebook Ads for Chiropractic Marketing (That Gets Patients): My Complete Tutorial

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