Episode Transcript
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Welcome to this episode of catch up
with Cairo touch. Thank you for tuning
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in today. I'm your host,
Dr Ronnie Sims, and I'm so glad
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you're here. You'll never regret your
time with us today. I'm super excited
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about this episode and I just want
to know inspiring and advancing the chiropractic profession
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is what this whole series is about. This is Kiro touches way to support
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you as a chiropractor, to help
you grow in every area of your life,
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and our response has been so great
with the early episodes. So we're
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going to keep them coming. We're
going to keep great guests coming on and
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today we have two of the best
and this is going to be really fun
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because this is definitely an area that
I want to grow in, and so
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today we're going to talk about how
to build a robust marketing plan that dominates
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the digital space, and we have
two of our professions experts on today that
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are going to help us unpack that. They're going to inspire you. But
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it's not just going to be inspiration. There's going to be education, but
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also there's going to be things you
can apply right now, and so I'm
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super excited to have these two awesome
guys on, Dr Jeff Lange made and
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Dr Jason Ditch, code leaders in
the Smart Chiropractor, which remind you guys.
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I want to talk to you guys
more about that for me, but
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anyway, I love what you guys
are doing. Everything you guys do I
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just gobble up and love. And
so, how you guys doing? Man,
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how's it going today? D and
fantastic. We appreciate you taking the
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time. We're super excited to be
on the PODCAST. Past as awesome and
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we're fortunate to be guessed. I
love it. Yes, thanks for your
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words. Wrong. I totally appreciate
it and thank you all for putting this
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together. The profession needs more of
this, and I'll start off by saying
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what we're doing right here, right
now, is a great example of what
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chiropractors want to be doing in their
communities. People are here to learn,
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you're here to share because of your
authentic desire and value to help others.
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It's a win win win, and
it's a model of what exactly we're talking
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about for chiropractors to do locally in
their communities. I love that. So
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how do you guys look up?
You guys meet. We're both areas.
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He's a Tampa Bay on the San
Francisco Bay. Jeff Good, I'll let
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you opener. I'll spare you the
the the detailed exclamation and give you the
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high level overview. You know,
Jason I've known as kind of a leader
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in the chiropractic profession for from many
years and you know, eventually there became
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this point where I knew I wanted
to start something that really made a big
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impact in the chiropractic profession. I
had an intuition that I wanted to reach
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out to him and through a series
of events, meetings and phone calls,
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we ended up deciding, man,
we not only do we get along great
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as friends, but this could be
a great opportunity to help a bunch of
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docs long term. So that's the
seeds that started at the take home message
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there would be follow your intuition.
Absolutely. Yeah, and you're living high,
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high there in the Tampa Bay with
all your professional sports team that it's
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understand it always cycles back then.
But anyway, Hey, so you guys
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have both become, from my seat, to the experts in this digital world
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that we live in, and you
guys both seem to understand that in a
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way that most chiropractors don't. So
how did that come to be? How
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did you guys gain such a strong
understanding the space? You know, I
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have a long, I'll say,
history within this space. You know,
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my background in college was marketing.
My Dad loves to tell a story how,
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when I was, I think five
or six years old, my dad
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was an entrepreneur. He said to
me, I said to him one day
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I go Gad, I think I
get this. You know, I don't
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know what's so hard about business.
You just got to give something that everybody
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needs at a price they can afford, and that business. You know what's
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so difficult about that? So I
always knew, for whatever reason, that
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as I got older, whatever I
chose to do, you've got to be
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really good at communicating what that is
so you can attract people to want it.
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So marketing is always been sort of
in my DNA, in my background
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and sort of putting things you know
what. Watching myself grow up and,
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you know, reviewing what happened,
it became obvious to me that the answer
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was, well, chiropractic care is
something everybody needs and I could certainly give
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it to them at a price they
can afford. It's me, in my
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hands and it is the, as
far as I'm concerned, best kept secret
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in healthcare. There's far too few
people that understand what it is. It's
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the most right opportunity. There's no
lack of need, of people who need
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care, whether it's reactively or proactively. It's the greatest opportunity, you know,
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from a business standpoint, let alone
a humanitarian standpoint, any of us
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can imagine. Fast forward, went
to college, got my marketing degree.
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My Dad was like, wow,
this is great, you're following your dreams.
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I then tell them I'm going to
become a chiropractor, to which he
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saaid, I don't think you realize
what people think of Chiropractors, to which
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I said well, if you knew
what I knew about with Chiropractic really is,
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you'd probably want to be on yourself. Long Story Short, he finally
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decided to try chiropractic locally. It
took US five chiropractors to find one that
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actually did what I was describing.
He ends up becoming very good friends,
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best friends, with this chiropractor,
and at gave me his blessing to go
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to chiropractic school as I'm graduating,
I get a call from him one day
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and said, I'm so proud of
you. You know, I've been getting
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such an amazing results. I've been
learning all about this. I'm going to
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go to chiropractic school. So literally, at Fifty Five Years Old, my
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dad is he likes to jokingly say, decided to follow in his son's footsteps
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and go to life wes. He
did that. Of course, I'm fast
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forwarding the story with my brother,
who was playing professional basketball in Israel,
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who had to listen to all these
family conversations. When my dad told my
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brother he was going to chiropractice school, my brother's response was can I go
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with? So we all drove out
here. They went to life West.
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I started a practice. I was
in practice for roughly ten years. I
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was applying everything I learned. I
was doing local, live television, local
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live radio, writing for newspapers magazines, getting out the message in every way
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I knew possible. And, as
I sort of jokingly say, a funny
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thing happened on the way to following
my dreams. I was married at the
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time and my wife at the time
said, you know, I'll tell you
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what, I'll go back to work
and you know, you follow whatever your
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dream is next. I always wanted
to write a book about this message,
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so I wrote a book called Discover
Wellness House. Staying healthy can make you
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rich. She simultaneously, miraculously,
whatever you want to call it, ended
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up becoming the first director of marketing
at Facebook, and so through her experience
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and my passion, I've been able
to from a very early start, understand
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really the DNA, the understanding of, you know, the power and potential
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of what these social networks are all
about, facebook, instagram, etc.
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And I've been doing everything possible to
try to explain to our profession how powerful
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these tools really are if used correctly. And that's what we're going to talk
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about today. Confusion About, Oh, you know, I've got a company
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that runs facebook ads for me.
Isn't that what you're talking about? You
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know? No, it's not.
So hopefully we'll clear a lot of that
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up. We're talking about how to
use these tools to really build an audience
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of people that want to learn from
you, want to advocate for you,
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want to share you with their social
networks so that you never have to market
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ever again. So that's my story. Jeff's got a fascinating one, also
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about working at like the largest orthopedic
I'll let your share a jeff it's.
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It's a phenomenal start. Yeah,
my story is a little bit I'm going
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to say Jason's is so inspiring.
I'll kind of give the short version,
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you know, on mine, and
it's a lot of school, a hard
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knocks so coming out of school and
really finding out everything not to do,
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practicing as an associate and then as
my own kind of clinic director and owner,
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and then I kind of had this
fortunate it wasn't for everybody, but
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for me it kind of was this
fortunate step to really see on the other
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side of what people are doing,
being a multi discplinary group that was really
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building and growing fast and at the
time they were spending about five million dollars
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a month on advertising. So,
you know, I kind of transitioned into
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the marketing leadership role with them and
that open my eyes to what could be
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done at scale and my goal has
been to pull back some of those tenants
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from what I've seen really the biggest
players in the healthcare space doing and applying
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it to us and what we can
do as chiropractice. That's beautiful and you
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guys will probably touch on this later, but I was you know, thank
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you, by the way, for
saying either the rough manuscript of your book
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that's going to be released I think
fall of two thousand and twenty one.
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But in there I was just blown
away when you stated the sheer numbers of
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people that are engaging online. That
just it's staggering and I think for us
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to not do what you guys are
talking about is as an active ignorance.
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I mean it's think about all the
people out there we can help and so
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hey, let's dive right in.
So just so you two know, and
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I shared a couple episodes with you, but over these last eight episodes on
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this show catch up with car touch, we've been focusing on the four domains
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of practice, and I know there's
more domains. We have really talked about
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collections, but the four main ones
we've talked about our attraction, conversion,
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retention and team building. And in
there we've had an amazing guest. So
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I've been blessed to have a front
row seat for all these amazingly inspirational guys.
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It's been so good for me.
But for this episode we're going to
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stay laser focus on this attraction piece
and I think for you guys, is
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just this idea of building this authentic
tribe of followers that are into what we're
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doing and we're inspiring them. So
let's just dive right into that and I
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think our listeners are going to be
taking a lot of notes, so if
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I hit a pause it's because I'm
taking notes. But in that book,
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you guys said something early on that
tied into what we've been talking about,
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and so if you guys can elaborate
on those on what are the best sources
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of new patients in the chiropractic practice? That kind of opened my mind and
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reminded me again of these truths.
So please share that. All right.
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All right, so the name of
the book is called the payday practice.
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How to cover your monthly expenses in
one day, guaranteed. So it is
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truly a game changing way of looking
at and thinking about your practice from what
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I'll call a reactive care way.
Most of us know you know, hey,
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nobody calls up your practice saying can
you correct my sublexations for maximum health
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benefit, but most chiropractors believe that. You know, people only come in
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reacting to care and it's a self
fulfilling prophecy. So you know, we
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go ahead and we put messages out
that attract that motivated group of people that
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have a symptom to come on in. And according to the math I've done,
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that's roughly one percent of the population. There's roughly one percent of the
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population that is actively right now today
go into a search engine typing in chiropractor
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their town, looking for a chiropractor. And so my question becomes, wait
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a minute. I've sat up through
hundreds of seminars, I've broken bread and
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had meals with the professions best minds. I've been around the block for decades
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now and somehow and we talk amongst
our elves. We got this whole conversation
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going on about how you should use
chiropractic care proactively to enhance your health and
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reactively if you've got a symptom.
But nowhere do I see that type of
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message and going out into the public. So how's the public ever going to
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know that we're good for those things
if we never put that message out there?
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So what we include in the book
is sort of a reframing of what
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all called Jeff and I's experience as
we've been going out now for I think
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it's about five years sharing this message, longer on our own, but together
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five years. The number one response
we get from almost every chiropractor and Chiropractic
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leader or group manager, Management Company
and so on, all of a sudden
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immediately goes okay, but is this
going to give a new patients? Like
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there's no thought. It's almost the
same hypocrisy. As you know, you
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doing your leg lecture, you trying
to explain to people the nerve system,
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the in a healing ability we have, etc. And they go yeah,
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but well, my neck and going
so you kind of go okay, well,
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let's just pause for a moment.
We have to reframe this conversation,
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and so the way we're reframing it
is that we think most of the profession
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has this bass actwards. It's just
not thinking smart or intelligently about it.
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We focus collectively. I know there's
exceptions, collective. The most of people
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in our profession are addicted to meeting
new patients and they're addicted because every time,
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you know, we go you want
to try this? They go yeah,
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but I need new patients now.
You go okay, well, what
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are you doing? Well, we're
doing advertisements to target people who have these
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particular symptoms and then offer a deep
discount to come into our office. That's
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the way to get them in.
But if you've been around for the group
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on days, you know just getting
warm bodies in your door may not necessarily
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be the best long term strategy for
any of you. So what we had
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to do was we sort of came
up with a new way of thinking about
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how this is and it sounds something
like this. Most chiropractors next best new
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patient is actually keeping your current patients. Okay, as long as you're providing
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a service. Let me give the
disclaimer, as long as you're providing a
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service you authentically know as a positive
health benefit for people and is not,
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you know, nobody saying overtreat,
nobody saying take advantage, nobody saying extend
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care unnecessarily. But if you're like
me and many other chiropractors that you know
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getting checked and adjusted if necessary proactively
has a positive health benefit, then we
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understand that this is a lifestyle and
for a lifetime. That's up to people
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to choose what they want to do. But if you don't lay that out
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as an option, they're not can
necessarily intuitively know that's the right choice.
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So your next best new patient is
keeping your current patient. Your second best
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next new patient is a friend or
family member or referral of a current patient,
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client member, whatever you want to
refer to them as. The third
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next best new patient or client to
come into your practice is someone following you
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online, who's been watching you,
listening to you, learning from you,
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seeing their friends or their social network
engage with you. And all of that
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is because those are three ways or
three categories that build trust. And the
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currency in today's world is not information. There's lots of information, disinformation,
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misinformation. Nobody knows how to hear
it, filter it, determine what's true
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it's not true and make good decisions. We follow people, we trust and
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we assume they've done the due diligence
to come to the conclusions they have.
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And that's really the paradigm shift from
Hey, let's just make it super cheap
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for strangers who have no idea who
you are to come on in for what
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they think you provide, which is
typically pain relief covered by their insurance,
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so that then they could even get
out of there. which is your fourth
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best new patient. Maybe even fifth. Okay, so what we're trying to
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do is reframe the conversation about needing
more new patients from hey, let's just
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throw a bunch of deep discount adds
to anybody who lives locally and has some
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sort of orthopedic symptom into why don't
we share our truth? Why don't we
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do it consistently over time, authentically
with those people that already agree with us?
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And let's authentically earn our audience,
like everybody does, of people that
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actually aligned with our philosophies, that
agree with our perspectives and that actually use
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our services and positive ways, and
I'm such remarkable both results and outcomes,
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but also shifts in their thinking,
that they end up becoming the ones who
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share you with their social networks.
And you're really using social media the way
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it's intended to be used, because
people forget that it's social media. It's
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not advertising media, it's not sponsored
media, it is social media. So
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that's really the way it's designed and
intended to be used at its best.
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And I think about the energy drain
it is on a practice to have a
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bunch of people coming in because you
offered such a little price and then it's
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hard on the staff, it's hard
on the dock and it just taxes and
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it's hard on the existing clients,
I think too. From you got a
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doctor spread thin trying to manage new
patients there are going to accept his advice
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on day two or whatever they do. The report. So deep diskind advertising
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is like sugar. It's going to
get you a result over a short period
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of time and then you're going to
crash. So there's always a tradeoff there
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and there's there's a lot of practices
that have suffered that crash and sometimes that
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can be almost more difficult than the
potend, the benefit given up front by
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that little boost. So I love
that. That's a good analogy, man.
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I love that. Okay, so
we live in this, obviously,
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and you can share some numbers with
me on this guy's we live in this
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massive digital world. I mean,
it is what it is. It's not
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going anyway. It's only going to
get bigger. And you know, how
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important is it, what you already
said, Jason, to regularly engage with
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them and and to go further with
that? How does one start building a
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tribe of followers online? How do
you go about that? How do you
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start, I think it starts with
the doctor understanding what this is. Okay,
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so we've actually built a program for
our clients that helps doctors literally teach
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their patients, teach their community,
teach their what we call health tribe,
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how to make social media healthy for
you. And that's really understanding. That's
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the first understanding is from the doctor's
viewpoint, is that this is not a
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sugar high. Even though this is
not, I'll pay someone else to run
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ads for me, and I'm not
saying it's a bad thing. I'm saying
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that's not the highest and best use. Sure, you can get an adjustment
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for a headache and stop. It's
an option. It's not your highest and
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best use. So, yes,
you can run ADS get patients in.
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Yes, not your highest and best
use. That's not your full understanding.
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So it starts with the doctor understanding
that, wait a minute, this is
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not just a drug that wears off
temporarily and then you grow and you know,
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immune to it and you've got to
use more and more over time.
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This is something that is like,
you know, one of the ways we
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say it is this is the difference
between hunting versus farming. You know,
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if your hunter, you go out, you kill, you eat and you
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start over again. If you're farming, you've got a strategy, you've got,
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you know, land, you've got
an idea and you know there is
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a natural law to planting seeds,
nurturing those seeds and having them harvest over
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time, a sustainable supply of food
versus an instant supply of food, and
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that's really what we're talking about here. Again, we're not saying do one
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not the other. We're saying pay
attention to which ones you're using and the
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build a portfolio of resources to hopefully
focus on more sustainable supplies over time.
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So that's really the whole idea is
understanding. Wait a minute, I should
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be building an audience. And one
of the things we say we know there's
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a lot of controversy, especially right
now. FACEBOOK's good, facebook's bad,
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it's you know, there's all kinds
of talk about the addiction of social media
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and so on. Here's the framework. If social media has the potential to
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be so damaging, so dangerous that
it can shift elections, that can change
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the world, it can get all
these negative and bad things to happen,
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it's that powerful. My question is, doesn't that mean that it's equally potentially
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powerful to do the same or better
for good right if it's got the ability
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to communicate with basically billions of people
around the world. Isn't the issue what
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we're consuming, not that we're consuming
it. Media is not new. People
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have been addicted to television, their
telephones, all the media of the past.
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What's new is the speed and the
scale that you can now this is
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a good thing as much as it's
a could be a negative thing, and
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that's really where it starts, is
understanding. If I said to you and
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I said listen, Hey man,
I'm going to I'm going to grant your
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wishes, like bj Palmer in the
very early days, who invested resources and
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radio stations and television stations so that
he can build an audience of people that
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listen to his message, I'm going
to now grant you your wish and I'm
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going to give you access to your
own television studio that you have one hundred
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percent access to twenty four seven,
three hundred and sixty five for free.
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I'm also going to give you a
radio station where you can say whatever you
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want to anybody. You can get
to listen around the world for free.
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I'm also going to give you a
printing press so you can type and write
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whatever you want to get anybody you
can get to read it or down the
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world for free. What would you
say to me? Let's get that's a
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miracle. Now I've got the tools
and resources and I don't have the excuses
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as to why I can't get my
message out to the masses. So it
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starts with that mindset that this isn't
just some asterisks advertising option. But you
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know, all I really want to
do is a just we believe that doctor
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means teacher and a teacher teaches,
and being a chiropractor really is about teaching.
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First, being a mechanic or adjuster
second, that if you will build
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a big enough audience of people that
trust you, are inspired by you and
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therefore want to learn from you on
an ongoing basis, you will build an
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audience of people that become your advocates
and ambassadors. H really how this is
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all designed to work. The tactics
are simple and easy, once you get
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the mindset straight and get it right. Well, that's great, and maybe
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Jeff elaborate on some of those tactics. You know, really it's about teaching
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and inviting consistently. So we think
every opportunity that somebody's taking to shoot a
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video, to write something online,
whatever it might be, to put out
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a piece of content, that's your
opportunity to teach your audience something about themselves.
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Right. How can you get people
to engage? How can you entertain?
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How can you educate? So the
more that you can teach. Every
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time you do that, it gives
you an opportunity to invite. And now,
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if you're listening to marketing in the
past, you might have heard the
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word call to action, and that's
what we call your called action is your
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invitation. You can invite them to
take the next step. And then the
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last word there is critical, and
that's consistently. If you do that once
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a year, it's going to be
tough to hit a home run if you
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only swing the bat, you know, once a month. So you want
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to get out there and get those
reps and I think the best way to
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do that is we always think about
things with a smart chiropractor, through a
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framework of monthly campaign's, weekly topics
and daily posts, and the short version
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of that is identifying those areas of
WHO's your ideal person, who would who
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would you love to have in your
practice? What are the challenges they're dealing
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with, and then proactively teaching them
something about how they can overcome that challenge.
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So that's really a simple framework to
start thinking about. How can I
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produce content? What do I talk
about? Well, heck, who's that
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person you'd love to have in your
practice? What are they dealing with that
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you could help them get over the
Hump with? That's a great place to
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start teaching and that gives you the
opportunity to invite them. If you do
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that consistently, you'll find your way
to success. And I'm assuming that this
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strategy is a synergistic kind of blend
of email campaigns, facebook groups. have
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an instagram page with the practice.
Is that kind of what you guys are
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talking about? And then maybe even
podcast, and there's so many place you
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can go with that. Right.
But is that stuff you guys work with
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people on? Its helping them kind
of established that rhythm and that consistency.
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You're digging in perfectly wrong. That's
exactly it. There's not a one size
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fits all for everyone's solution, but
your concept is exactly right on. It's
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okay. Are the resources that you
have access to and interest in. Some
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people do navigate more towards, you
know, longer form at podcasts. Other
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people are great writers, other people
are really good on video and just like
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to get on share. So what
we really provide with the smart chiropractor is
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the framework and the structure to be
able to, as Jeff said, really
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build almost what you think of yourself
as an educational institution first and a service
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provider second. So you know,
monthly campaigns means that instead of when I
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was in practice, every day was
chiropractic education day. And I'll be honest,
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you know, after ten years,
part of my inspiration for retiring was
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I was board saying the same thing
every day for a decade. You know,
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sounds like it might be a sublixation
coming from your spine, putting the
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interference on your nerves. That's what
we're going to keep on work. Same
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words, same thing, every day, over and over again. I wish
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I could have joined the smart chiropractor
and really gotten what we think of a
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sort of the hybrid approach. Like
one of the things jeff comes up with
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a brilliant he says, you know, we do the things for you that
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you know you should be doing but
aren't getting to and and oftentimes it's under
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standable. You know, there's very
few chiropractors that are researchers, writers,
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enders, copywriters, graphic designers,
content managers, social media experts, email
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experts in office, video streaming experts. In fact, I don't know anybody
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who's can knock off, any chiropractor
that can knock all those things off.
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It takes the team. All these
companies, even these individuals that have these
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massive followings it don't do hit by
themselves. They are randomly pick up their
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phone and go, wait, I
haven't done this for a week. Maybe
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I should put a bunch of them
out and randomly put things out. There
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is a strategy, in fact a
hearly campaign with monthly meant monthly topics.
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You know, here's what we're talking
about this month. Each week there's a
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strategize version of what that month's campaign
is all about, and each day there's
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a protocol. You actually think about
what we do for communications as what your
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chiropractic technique would be about. Nobody
that suggest you just go up to the
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body and randomly do things right.
Usually you got a system, you got
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a protocol, you got structure,
to what am I trying to accomplish,
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doing it, knowing if I accomplished
it, and then being consistent with that
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type of structure. That's really what
we provide. A lot of our clients
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just go just handle it for me. Thank you. Do what you do.
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Thank you very much. I'll never
do it myself. And those benefits
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are amazing because they are really automatic
and automated. And then there's others who
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you know really, you know,
admire that. Joe Murclas, Josh axe
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is and other, you know,
health influencers, almost celebrities at this point,
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and they become sort of celebrities in
their own communities by following a similar
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formula. Those guys all have massive
teams, I know that, and so
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we become sort of your outsource team
to handle, you know, the structure
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and the daytoday stuff. Make you
look great, almost like a rock star
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who kind of just gets to get
out on stage, be the front man
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or woman, and we'll handle,
you know, the crowd will handle,
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the stage will handle, you know, writing all the music, so you
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just get to go out and be
the rock star that you are. HMM,
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I wish. Yeah, it sounds
like you know, basically you guys
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are the publicist to the chiropractor.
So that ties into my next question.
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You know Dr Bow and I you
guys know Dr Box Pierce, Great Guy,
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and we kind of had a little
bit of a rabbit trail talking about
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the frustration that a lot of docs
we meet, and I know you guys
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meet them too, that they're feeling
this big gap between what they really want
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to do and know that they need
to do, but then they had this
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other the voice as Oh, you
can't afford that right now. So Huh.
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You know again a lot of what
you're talking about. It takes not
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so much money, rather it takes
more time and focused energy. But kind
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of encourage the doctors on the call
and think about who's on this on this
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podcast right now. Is going to
be a variety of practitioners. But kind
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of think that through as we answer
that of what advice can you give them
401
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as far as overcoming that mental hurdle
of bridging that gap between what they want
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to do what they can afford to
do? Number One, I'd say that's
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fantastic that you're speaking with with Dr
Bou he's Great. We Love strategizing with
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him and talking shop on exactly these
types of topics. So that's that's absolutely
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fantastic. And what comes to mind
for me when you mentioned that is we
406
00:29:36.359 --> 00:29:37.789
have an internal saying that we use
within our team, but I think it
407
00:29:37.869 --> 00:29:42.309
applies to this and that's results follow
actions, you know. So what action
408
00:29:42.430 --> 00:29:48.230
step are you taking today to get
the result you desire the day after next,
409
00:29:48.390 --> 00:29:51.269
month, next year? Right,
and you don't have to do everything
410
00:29:51.309 --> 00:29:53.980
in a day, but take that
one action step. What's that one action
411
00:29:55.019 --> 00:29:56.660
step that you can take today?
Then what's that one step you can take
412
00:29:56.700 --> 00:30:02.299
tomorrow? Because I'll guarantee you that
if you continue to take positive action steps
413
00:30:02.339 --> 00:30:04.579
to build and grow your practice,
you will get the results that you desire.
414
00:30:04.940 --> 00:30:08.450
And I think sometimes the challenge is
the overwhelm of thinking you need to
415
00:30:08.529 --> 00:30:14.250
take a hundred action steps yesterday as
opposed to taking the one today. So
416
00:30:14.529 --> 00:30:18.369
what I'd say of a word of
encouragement to all the docs out there is
417
00:30:18.849 --> 00:30:22.279
just focus in and take away those
distractions. Take two to three minutes for
418
00:30:22.359 --> 00:30:26.079
yourself tonight and think about what that
one thing you can do tomorrow to move
419
00:30:26.119 --> 00:30:27.799
your practice forward. If you start
to make that a habit, you're going
420
00:30:27.839 --> 00:30:32.119
to find yourself getting those results you
desire before you know it. Jason,
421
00:30:33.440 --> 00:30:34.990
I'm going to push a little bit
harder on this one. You know,
422
00:30:36.069 --> 00:30:41.069
this comes down to what's your goal, what's your objective? And you know,
423
00:30:41.150 --> 00:30:44.430
the reality is this is hard work. There is a lot to it.
424
00:30:44.869 --> 00:30:47.109
Jeff is a hundred percent right.
You know, if you're a do
425
00:30:47.269 --> 00:30:51.099
it Yourselfer and you know you just, you know, for whatever reason,
426
00:30:51.299 --> 00:30:53.579
want to do it yourself, which
I don't even do it all myself.
427
00:30:53.619 --> 00:30:57.420
Jeff doesn't do it all is self. If you're crazy like that, that's
428
00:30:57.460 --> 00:31:00.579
the way to go. You know, take one step at a time.
429
00:31:00.819 --> 00:31:06.369
If you were looking to succeed,
if you're looking to win, if you
430
00:31:06.450 --> 00:31:08.769
were looking to, you know,
express your best. You know, I
431
00:31:08.809 --> 00:31:11.490
almost think of it like, you
know, a bodybuilder, right, even
432
00:31:11.529 --> 00:31:18.079
experienced athletes have a coach, have
a team, have the people they need
433
00:31:18.400 --> 00:31:25.160
in order to support their success,
and that's just an essential nobody does this
434
00:31:25.279 --> 00:31:27.839
by themselves. This is hard work. So if you were trying to get
435
00:31:27.839 --> 00:31:32.079
in shape to you know, even
compete in the contest, let alone win
436
00:31:32.119 --> 00:31:37.829
a contest, you would likely hire
people to be there to handle those issues.
437
00:31:37.549 --> 00:31:41.349
The biggest issue is is, I
sort of said in the very opening
438
00:31:41.430 --> 00:31:45.470
of all of this is that most
chiropractors don't understand what this even is.
439
00:31:45.269 --> 00:31:49.940
So if you think of this as
just some advertising thing that I know,
440
00:31:49.980 --> 00:31:52.779
I hate social media. I hate
facebook, what a waste of my time.
441
00:31:52.819 --> 00:31:56.059
I don't like getting on it.
You got all this negativity, like
442
00:31:56.420 --> 00:32:00.849
so many people do, about what
you to because they don't understand what it
443
00:32:00.970 --> 00:32:06.210
is, then you're going to go
down one pathway and probably not be very
444
00:32:06.250 --> 00:32:10.930
successful. Once people understand the big
idea of what you know, getting adjusted,
445
00:32:10.970 --> 00:32:15.720
seeing a chiropractor being a line understanding. Are An eight potential to heal
446
00:32:15.759 --> 00:32:21.839
ourselves, remembering the concept that health
is a matter of optimal function, not
447
00:32:22.000 --> 00:32:27.240
just a lack of symptoms, that
your practice is about expressing itself and reaching
448
00:32:27.279 --> 00:32:30.789
as many people as possible, not
just getting by and paying the mortgage again
449
00:32:30.990 --> 00:32:37.509
few this month. Once you reef
structure your goals and understanding, then you
450
00:32:37.630 --> 00:32:39.630
realize, wait, this is a
different game. How do I build a
451
00:32:39.829 --> 00:32:46.059
team of people that can consistently get
these actions? Jeff's of talking about consistency
452
00:32:46.140 --> 00:32:50.500
is the name of the game.
You can do it perfectly once and you
453
00:32:50.579 --> 00:32:55.500
don't win. It is in the
follow through in the consistency. One one
454
00:32:55.579 --> 00:33:00.650
adjustment can be life changing, but
it's in the consistency over time that you
455
00:33:00.769 --> 00:33:06.930
really get your long term benefits and
results momentum. And so, once again,
456
00:33:07.049 --> 00:33:09.569
that's really who we are. We
happen to work beautifully with bow.
457
00:33:10.170 --> 00:33:15.880
Bow Happens to be great at the
content side himself, which most chiropractors are
458
00:33:15.920 --> 00:33:20.480
not. He focuses very much on
sort of the technical search engine optimization,
459
00:33:21.000 --> 00:33:24.720
website stuff, brilliant stuff, top
of his game. Great work there.
460
00:33:25.160 --> 00:33:30.349
But that's where we really go parallel, because he is such a pro at
461
00:33:30.509 --> 00:33:35.509
creating his own content. He doesn't
rely on us that to the same degree
462
00:33:35.630 --> 00:33:38.269
that most chiropractors have to. And
the same thing is true otherwise. You
463
00:33:38.390 --> 00:33:44.059
know, we have so much great
content out there that actually provides a lot
464
00:33:44.140 --> 00:33:50.460
of search engine optimization organically. So
it's really a perfect fit. It would
465
00:33:50.460 --> 00:33:52.380
be like somebody saying, Oh,
I don't need a chiropractor because I have
466
00:33:52.420 --> 00:33:55.490
a personal trainer. What are you're
talking about? That makes no sense.
467
00:33:55.490 --> 00:34:00.170
Or have a massage therapist. You
know, when you understand what needs to
468
00:34:00.250 --> 00:34:04.329
be done, you have a better
understanding as to who you need to hire
469
00:34:04.809 --> 00:34:08.489
to get those jobs done on a
consistent basis. And there is a difference
470
00:34:08.489 --> 00:34:13.920
between an expense and an investment.
Yes, and he's our investments in that,
471
00:34:14.360 --> 00:34:16.880
actually putting in a little money to
make a lot, which is,
472
00:34:17.440 --> 00:34:21.880
you know, the smart move every
day of the week. And expense is
473
00:34:21.960 --> 00:34:25.349
something you pay money you don't get
as much value what you spent. And
474
00:34:25.469 --> 00:34:29.829
that's really, think, the big
difference in mindshift now and I think it's
475
00:34:30.429 --> 00:34:34.070
it's so beautiful how you guys put
that, because it really kind of mimics
476
00:34:35.030 --> 00:34:37.429
the chiropractic wellness lifestyle, what we're
expecting from our clients, you know,
477
00:34:37.550 --> 00:34:43.260
consistency and doing the home exercises and
eating the right way and working on mindfulness
478
00:34:43.300 --> 00:34:46.340
and routines and all the different things
that go into the chiropractic lifestyle, and
479
00:34:47.219 --> 00:34:52.340
so that's chiropractors were constantly preaching out
with our clients. So this is very
480
00:34:52.420 --> 00:34:54.929
congruent with that and I think you're
the doctors in the colony are going to
481
00:34:54.929 --> 00:34:59.329
be very blessed by this. So
let's go to this next level. I've
482
00:34:59.409 --> 00:35:04.409
built my health tribe. I'm regularly
in front of them now, weekly,
483
00:35:04.449 --> 00:35:10.039
daily, monthly, with research with
certain themes and I'm just out in front
484
00:35:10.079 --> 00:35:15.800
of them and I'm building that trust
there. They're starting to really like me
485
00:35:15.880 --> 00:35:20.639
and trust me. How do I
then begin to and this is beyond the
486
00:35:20.679 --> 00:35:22.590
new patients I get from that that
live local to me, but how I
487
00:35:22.710 --> 00:35:27.829
how do I begin to monetize that
and how do I really take that to
488
00:35:27.909 --> 00:35:29.710
the next level? Because I know
you don't want to do that runaway.
489
00:35:29.710 --> 00:35:31.909
It takes a while to build that
tribe. So the three key words are
490
00:35:32.070 --> 00:35:36.179
monthly or occurring revenue. And,
Jason, I'd love it if you if
491
00:35:36.219 --> 00:35:38.780
you gave the explanation there. Yeah, sure, you know. We are,
492
00:35:38.820 --> 00:35:42.579
as I said at the beginning,
with the book and with our stun
493
00:35:42.820 --> 00:35:46.380
for you, you know, automated
communication services. What you're asking is sort
494
00:35:46.420 --> 00:35:49.940
of what comes from all that?
Okay, I got all these people.
495
00:35:50.090 --> 00:35:54.289
Now what? And so what we're
building is the answer to that, which
496
00:35:54.329 --> 00:35:59.650
is again starts with an understanding follows
with the tools and the tactics. The
497
00:35:59.769 --> 00:36:02.969
understanding is, if we start putting
this all together, if your next best
498
00:36:04.210 --> 00:36:08.440
new patient is keeping your current patients, my question then becomes what do you
499
00:36:08.519 --> 00:36:16.679
have in place from a business structure
that encourages and incentivises those people to stay
500
00:36:16.760 --> 00:36:21.510
with you on some sort of consistent, regular basis. We refer to that
501
00:36:21.590 --> 00:36:24.989
as a proactive membership in your practice. We teach that, we give the
502
00:36:25.110 --> 00:36:30.750
tools for that, but the idea
would be if you've got thousands of people
503
00:36:30.989 --> 00:36:36.659
following you online, at least hundreds
of them will be local, and are
504
00:36:36.820 --> 00:36:42.380
you able to promote a program,
a specific program, for those people that
505
00:36:42.739 --> 00:36:49.050
understand what you're talking about and want
to be proactive with their care? So
506
00:36:49.610 --> 00:36:54.170
there's really what we think of at
this moment, three models to build recurring
507
00:36:54.369 --> 00:37:00.289
revenue. Again, the sub headline
of the book is how to generate your
508
00:37:00.449 --> 00:37:06.440
monthly expenses in one day, guaranteed. So what that means is, Ronald,
509
00:37:06.559 --> 00:37:08.639
just sort of ask you right,
you've been in practice for a period
510
00:37:08.679 --> 00:37:15.199
of time. The first day of
every month is symbolic to every business owner,
511
00:37:15.400 --> 00:37:20.429
practice owner, because it represents what
to fresh new months, fresh starting,
512
00:37:20.949 --> 00:37:23.829
okay, and even if you're just
broke, your best financial record,
513
00:37:23.949 --> 00:37:29.989
your best patient number record ever,
symbolically, the first of the month is
514
00:37:30.059 --> 00:37:35.300
our way of saying exactly that.
Back to zero, all right, and
515
00:37:35.539 --> 00:37:40.260
for many chiropractors it's men. We
just climb the peak of the mountain.
516
00:37:40.340 --> 00:37:45.250
And now we're back at the bottom
again. This is crazy. Here we
517
00:37:45.409 --> 00:37:49.489
go again, and so what we're
suggesting, sort of starting with the end
518
00:37:49.570 --> 00:37:52.210
in mind, is what if you
were able to turn the first of the
519
00:37:52.329 --> 00:38:00.119
month from Oh my God, back
to zero again into pay day? So
520
00:38:00.280 --> 00:38:06.239
we're teaching the concept that every doctor
has what we refer to as an Mvmi,
521
00:38:06.559 --> 00:38:10.159
a minimum viable monthly income. If
I ask you the question, how
522
00:38:10.239 --> 00:38:15.269
much money do you have to earn
to not feel financially stressed, you could
523
00:38:15.309 --> 00:38:19.230
come up with a calculation of what
that number is. If I were to
524
00:38:19.309 --> 00:38:22.590
say I'll write you a check on
the first day of every month so that
525
00:38:22.750 --> 00:38:29.059
you never have to financially stress about
business again, there's a number and whatever
526
00:38:29.139 --> 00:38:31.500
your number a different for everybody.
Whatever your number is, what we're teaching
527
00:38:31.619 --> 00:38:39.219
is is that the benefit of building
this audience is so that you can generate
528
00:38:39.900 --> 00:38:45.650
your monthly your minimum viable monthly income, monthly recording revenue, so that every
529
00:38:45.769 --> 00:38:50.530
first day of the month becomes pay
day, that you literally set up your
530
00:38:50.690 --> 00:38:54.050
business model so that the first of
the month gets you all of the revenue
531
00:38:54.130 --> 00:39:00.480
necessary to cover your monthly expenses.
That changes the entire equation of practice.
532
00:39:00.639 --> 00:39:05.119
If, from the second to you
know the twenty, eight, thirty or
533
00:39:05.159 --> 00:39:08.280
thirty one of every month, you
know you got your bills paid, you
534
00:39:08.440 --> 00:39:10.989
can have a lot more fun,
be a lot more creative, be a
535
00:39:12.070 --> 00:39:15.269
lot more generous, dare I say, be a lot more honest, because
536
00:39:15.269 --> 00:39:19.829
you can afford to tell the truth
about who you want to see what you
537
00:39:19.989 --> 00:39:22.550
recommend they do, and you can
afford for them to say sorry, I'm
538
00:39:22.550 --> 00:39:28.179
not interested and let them walk away. That will actually dramatically change the way
539
00:39:28.179 --> 00:39:31.579
all of us practice when more people
can actually afford to tell the truth.
540
00:39:31.900 --> 00:39:36.539
This is how you do it.
So one is by building a proactive membership
541
00:39:36.619 --> 00:39:39.010
program so for all of those that
aren't in pain at this moment, who
542
00:39:39.090 --> 00:39:45.329
have a obvious motivation to be here
teaching them about proactive care and having a
543
00:39:45.530 --> 00:39:50.690
business model that makes sense, we've
developed something unique and different than just about
544
00:39:50.690 --> 00:39:54.519
anybody else out there that solves that
problem. But that's only one of three
545
00:39:54.719 --> 00:39:59.679
options. The second option, is
you mentioned this earlier, is that you've
546
00:39:59.719 --> 00:40:05.599
got this whole audience of people following
you and many people recommend lifestyle recommendations,
547
00:40:05.760 --> 00:40:12.269
and the most common lifestyle recommendation is
something around nutrition. Okay, so we've
548
00:40:12.309 --> 00:40:16.429
developed this very limited and specific line
of nutritional products that are what we refer
549
00:40:16.550 --> 00:40:22.460
to as everybody every day nutrition.
These are not therapeutic. Oh you've got
550
00:40:22.539 --> 00:40:27.860
this problem, take this supplement.
These are things most everybody should be taking
551
00:40:28.340 --> 00:40:32.539
most every day for the rest of
their lives. So the thought process is,
552
00:40:32.739 --> 00:40:37.090
I've got thousands of people following me. Maybe it starts to zero,
553
00:40:37.489 --> 00:40:40.250
because to tens and goes to hundreds, goes to thousands eventually millions, like
554
00:40:40.409 --> 00:40:46.969
some people we know. Then offering
them your favorite things that they can purchase
555
00:40:47.130 --> 00:40:53.320
from you online, automatic, automated
and drop shift, hassle free, without
556
00:40:53.480 --> 00:40:59.000
customer service or out shipping, without
the doctor having to deal with any of
557
00:40:59.119 --> 00:41:02.679
that, is the next best way
to sort of automate your revenue. And
558
00:41:02.840 --> 00:41:06.550
the third one is, and a
lot of doctors are using, you know,
559
00:41:06.989 --> 00:41:15.269
various fitness, Motion Movement Rehab Apps. There are literally multibillion dollar companies
560
00:41:15.469 --> 00:41:21.820
offering digital physical therapy to corporations around
the world and all they're doing is some
561
00:41:22.059 --> 00:41:27.739
version of this, with some exercise
recommendations and access to their doctors. Multi
562
00:41:28.059 --> 00:41:32.570
billion dollar companies, several of them, doing exactly that. We say to
563
00:41:32.610 --> 00:41:39.130
ourselves well high are chiropractors not offering
these types of digital access, digital services,
564
00:41:39.210 --> 00:41:45.090
digital recommendations, exercises, the build
an answer and ask questions? Why
565
00:41:45.170 --> 00:41:50.639
are we not offering what it is
that people are using, whether it's apple,
566
00:41:50.800 --> 00:41:53.559
fitness or all the other different types
of APPs out there? So we're
567
00:41:53.559 --> 00:41:59.559
in development of an APP chiropractors can
use to be able to build their audience
568
00:41:59.679 --> 00:42:06.469
and generate that monthly recurring revenue by
providing monthly recurring services. And so either
569
00:42:06.550 --> 00:42:08.510
you just want to stay focused on
a chiropractor, all I want to do
570
00:42:08.670 --> 00:42:14.710
is adjust. No problem. Then
build a proactive membership in your program following
571
00:42:14.750 --> 00:42:17.340
our recommendations. Or, if you
like, you mentioned, your more lifestyle
572
00:42:17.539 --> 00:42:22.539
oriented, then get people not on
a supplement but on drop, ship,
573
00:42:22.699 --> 00:42:29.460
subscribe and Save Monthly subscriptions to your
supplements that don't end. There's never a
574
00:42:29.659 --> 00:42:35.329
time we're not going to take some
sort of Multivitamin, grain drink or something
575
00:42:35.449 --> 00:42:39.570
that does provide us the nourishment we
all require every day. That should come
576
00:42:39.730 --> 00:42:45.199
from your chiropractor, not costgo target
Amazon or somewhere where they just look for
577
00:42:45.280 --> 00:42:50.800
the cheapest option, which is very
likely not what you would recommend. As
578
00:42:50.920 --> 00:42:54.559
professional grade. So that's what you
do when you've got thousands of people following
579
00:42:54.599 --> 00:42:59.750
you as you teach and invite them. You teach them about the lifestyle things,
580
00:42:59.829 --> 00:43:04.150
whether their adjustments on a regular,
consistent basis proactively, whether it's about
581
00:43:04.150 --> 00:43:08.429
the nutrition that everybody should have every
day, whether it's about motion and movement
582
00:43:08.510 --> 00:43:13.539
and things you can do in your
life and lifestyle using these APPs, and
583
00:43:13.619 --> 00:43:19.380
then you invite them to participate in
one of those offerings so that you build
584
00:43:19.619 --> 00:43:24.059
your automatic monthly Minimum Bible and lothly
income and you can pay your bills on
585
00:43:24.139 --> 00:43:30.650
a monthly basis optomatically. been more
details, but that's how it all fits
586
00:43:30.690 --> 00:43:34.250
together. What you're saying, you
guys, are so important for Chiropractic right
587
00:43:34.250 --> 00:43:37.530
now. You know, we we
do need to create a tipping point,
588
00:43:37.570 --> 00:43:42.559
and what you're talking about to me
is probably the most effective way to do
589
00:43:42.639 --> 00:43:46.760
it. Is this whole comprehensive strategy
what bow kind of referred to as the
590
00:43:46.880 --> 00:43:52.679
well rounded marketing machine, because there's
docs on the call, myself included.
591
00:43:52.760 --> 00:43:54.440
Were when I do a dinner event, I know I'm going to crush it,
592
00:43:55.070 --> 00:44:00.829
but if I parallel that with a
regular web presents in a digital health
593
00:44:00.949 --> 00:44:04.590
tribe man, and then I say, you know, you're doing virtual workshops
594
00:44:04.630 --> 00:44:07.030
and there's just so much potential there. And I think one thing both said
595
00:44:07.070 --> 00:44:13.059
last week. For these growing young
chiropractors there are struggling financially, and this
596
00:44:13.179 --> 00:44:15.820
is a principle I do with my
associates and I know you both do this
597
00:44:15.900 --> 00:44:19.460
as well as where. Gosh,
if you have twenty patients today, cluster
598
00:44:19.539 --> 00:44:22.179
book them see him in two to
three hours. Now you got five hours
599
00:44:22.300 --> 00:44:29.489
to produce content. Now you got
five hours to personalize your smart chiropractor relationship,
600
00:44:30.050 --> 00:44:32.489
and there's just, I think,
docs are you know, and that's
601
00:44:32.530 --> 00:44:37.170
why the whole theme of the show's
been business and practice management, because if
602
00:44:37.170 --> 00:44:40.599
we could learn to manage our practice
is better and learn to do what you
603
00:44:40.719 --> 00:44:45.000
talked about take the pressure off financially. Chiropractic is meant to be fun.
604
00:44:45.559 --> 00:44:50.960
Being a chiropractor is fun and so
many guys are burning out because they're financially
605
00:44:51.000 --> 00:44:53.550
strapped. Their disorganized. They can
afford a coach. Well, they need
606
00:44:53.590 --> 00:44:57.110
a coach, for they can't afford
it. They can't afford to do your
607
00:44:57.150 --> 00:44:59.670
problem, but they need to do
it, you know, because they're stuck
608
00:44:59.670 --> 00:45:02.269
in this Rut, and so I'm
hoping that that's the nature of our listeners.
609
00:45:02.309 --> 00:45:05.309
I want to thank you guys so
much. I know we kind of
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00:45:05.309 --> 00:45:07.699
ran out of time here. We
could do a whole nother workshop. I
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00:45:07.820 --> 00:45:10.219
definitely want to have you guys back
on. I really appreciate you guys.
612
00:45:10.219 --> 00:45:15.019
I appreciate what you're doing, I
appreciate your love for Chiropractic and I just
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00:45:15.139 --> 00:45:19.260
think, man, our profession is
a much better place with you two in
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00:45:19.340 --> 00:45:22.690
it. And hopefully I'll see you
guys at one of these upcoming events in
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00:45:22.809 --> 00:45:25.570
Park City. Maybe we'll see each
other. But for Chiropractors, right now
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00:45:25.690 --> 00:45:29.769
is our time. You guys.
The world needs us to be at our
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00:45:29.809 --> 00:45:31.969
best now more than ever, and
so with that I want to again thank
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00:45:32.050 --> 00:45:36.800
Cairo touched for their spirit in this. I think it's a wonderful I did.
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00:45:36.960 --> 00:45:39.559
I'm honored to host this and I
just think it's great that Chiro touches
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00:45:39.639 --> 00:45:44.719
thinking this way, that they just
want to love and protect and support this
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00:45:44.920 --> 00:45:49.159
amazing profession called Chiropractic. And you
guys have been great. I'm so glad
622
00:45:49.280 --> 00:45:52.349
we had you on and for those
of you out there, I want to
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00:45:52.389 --> 00:45:57.349
applaud you and congratulate you for taking
time on personal development. This will be
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00:45:57.429 --> 00:46:00.630
the best hour you spent this week
and I want to applaud you for that.
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00:46:00.949 --> 00:46:04.539
And please look for upcoming episodes.
We're going to really keep diving into
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00:46:04.579 --> 00:46:07.659
this stuff and, most importantly,
make sure you take care of yourself.
627
00:46:07.699 --> 00:46:10.619
A lot of chiropractors don't take care
of themselves, so make sure you get
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00:46:10.619 --> 00:46:14.619
in adjusted, that you're getting to
the gym and that you're spending time on
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00:46:14.739 --> 00:46:16.739
your health, because, again,
the world needs you at your best right
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00:46:16.739 --> 00:46:20.530
now. And so again, this
is Dr Ronnie. Thanks for tuning in
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00:46:20.690 --> 00:46:23.809
to this episode of catch up with
Cairo touch. Until next time, be
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00:46:23.969 --> 00:46:28.730
strong. We love you. Thanks, guys, thanks for having us.
