Episode Transcript
WEBVTT
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Welcome to this edition of catch up
with Kira touch. Thanks for tuning in
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today. I'm your host, Dr
Ronnie Sims, and I'm so glad you're
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here. Inspiring and motivating the chiropractic
profession is what these episodes are all about,
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and it's inconsistent with Kira touches vision
of really helping this wonderful, fresh
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and we call chiropractic. I'm excited
that Kiro touches asked me to host this
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and I get to hang out with
some of the best guests in the world,
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and this is bit just been great. And again, our goal is
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for you to reach your full potential
as a chiropractor. Now more than ever,
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our world needs chiropractors at their best, and so this whole series is
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in the spirit of helping you become
the best person and the best practition you
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can become. And so today you're
in for a real treat. We have
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our guest Dr Bau Pierce on.
So excited to have you, Bo,
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and today's episode we're really going to
look at you know, just how to
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create a well rounded marketing strategy and
a marketing program in your practice, and
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Bo's done it well and his practice
and he's going to really unpack this for
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us. Our goal today is we
want to challenge you, we want to
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inspire you, but we also want
to educate you with some things that you
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can start doing right away. And
so bout how you doing and I'm excited
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to be here. I'm excited to
share. You know, any time that
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I get an opportunity to present,
whether it's a podcast like this or on
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a parker stage, I always want
to play full out and go above and
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beyond. So I hope that you
know the message that I've been given to
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you. Meta of fact, if
you're listening right now, whether you're out
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up, you know, on your
morning walk or your run, or you're
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watching that lunch time right now,
I hope that you take a minute to
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lean in a little bit today,
because I think there's going to be something
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in this message that's going to change
your life. And I say that because
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we as Chiropractors, just like you
said, Ronnie, are here to be
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at our best and to help save
lives, and I fact, that's why
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we got into chiropractic right because,
let's be honest, we could all be
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doing a lot of other things,
probably making a lot more money and spending
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a lot less time. But we
love Chiropractic and that's why we became chiropractors
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and that's why we're here today.
So, if you're leaning in right now
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and listening, I play that you
get some blessing out of a word or
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a sentence, or maybe it's just
an idea that comes into your mind and
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that changes everything for your practice today. So let's let's do it. I'm
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ready to dive in. I love
it. I love it. So,
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before we jump in, I would
like for our listeners to get a chance
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to know you, if they don't. So let's start off with you know,
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I know your past. We're chiropractic. Seemed like it kind of found
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you through athletics and whatnot. So
can you kind of tell me that story?
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How did that work out? How
did Chiropractic find you? Yeah,
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totally. So, to be a
hundred percent transparent, I'm a second generation
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chiropractor. So I grew up in
a Chiropractic family with my dad. Matter
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of fact, it wasn't until I
went away to San Jose State to play
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football that I realize that people didn't
get adjusted once a week. You know,
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in our house I live in a
cult to sack with thirty five kids
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and every Wednesday night my dad would
come at thirty and he would open the
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garage and we'd set up our two
chiropractic tables and he would work on everyone
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in anyone that you could think of, and we would barbecue every week and
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then we would hang out and to
me that was what normal life was actually
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like. And I remember going to
cut going to San Jose State and after
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the first, like third day of
double days, you know when you're in
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training camp, I went into the
athletic trainer I said, Dude, where's
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the Chiropractor, like I need to
get adjusted, it's I'm not good,
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and they're like what do you mean
chiropractor? I'm like what do you meet
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chiropractor? You know, the guy
that checks your spine, make sure nervous
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systems working, making sure you're your
muscles are firing so I can be the
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best athlete. Is Like we don't
have one of those and I was like
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well, that's unacceptable. So I
ended up making some phone calls locally to
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some doctors in San Jose and one
of the doctors, Andrew Shavillaz is his
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name. He he was like yeah, let to come down and take care
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of you guys. So to this
day, you know, I that was
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in two thousand and one that I
was there, and two thousand and twenty
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one. So twenty years later,
him and his practice is still serving satose
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state, which is awesome. What
a beautiful so yeah, that's kind of
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how it started for me. I
didn't always want to become a chiropractor,
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to be honest. When I was
a junior in high school, I tore
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my acl I had the old famous
triad, the ACL, MCL and meniscus.
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Has Thought I was in the go
into orthopedic surgery just because I love
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the Orthopedic Surgery Route. was going
premed matter of fact, got an opportunity
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to go to stand for medical and
as I was going in discovering more about
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what orthopedic surgery was all about,
I went to different conferences and I soon
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found myself around a bunch of fat, ugly, not happy, divorced,
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you know, overweight, not the
pity me of what I thought health was.
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And I remember coming home and tell
my fiance at the time. I'm
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like, Babe, these guys have
been on their third marriages. There their
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home life fallen apart. They're completely
unhappy. You know, they're working,
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you know, a hundred and eighty
hours a week. I said, we
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really want to do this and she
said, you know, if that's what
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she loved, and I said and
I was hard. I remember I've been
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going to bednight that and I pray
and just thinking, Man Lord, like
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just helped lead me in the directions. This really what you want me to
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do? If it is, I'm
in, but if it's not, the
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you know, that's fine. Excuse
me. I remember my dad saying,
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you know, Bo, why don't
you come to Parker with me? Parker
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Vegas is coming up and, you
know, just tag along and I've been
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to their conferences them before, but
for some reason I remember walking through the
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door. I'll never forget it.
I can tell you exactly where I was
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at, where we were in Vegas. I remember I met Fabrio Manzini.
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He gave me this big, weird
that time I thought was a weird hug,
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and he was like welcome to Chiropractic
and I'm like, how the hell
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you even know who I am right
now? You know, and I remember
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there being this vibrancy, this energy, like this flow of something in the
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air that was palpable. I mean
there was thousands of chiropractors at that time.
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I remember walking into the room and
hearing Dr Patrick Jen Tempo talk about
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this thing called it nate and how
the power of the body knows how to
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heal itself, and I was like, wait a second, Dad, this
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is what you've been telling me the
whole entire time, my entire life.
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How did I not connect the dots? And he's looked at me and he's
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like, Bo welcome to Chiropractic.
And I came back that that I was
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just on fire. I came in
change my major and then from there on
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out I would just a hundred percent
in as far as being a chiropractor.
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So that's kind of the long and
short of how I ended up where I
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was at now. I love that. And so off to Palmer you go.
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And now kind of you've been working
really hard on building your practice,
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your brand. You've done a great
job and so, but where was that
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point? You just said, man, I want to help other docs to
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because you've done some cool things for
our profession. And where did you decide
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I want to start helping other docs? So it came out of desperation for
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myself. To be really honest with
you, when I was ending my schooling,
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I quickly realize that I felt like
I was a pretty decent doctor out
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of school, but I had absolutely
zero business sense about me. I know,
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even practicing with my dad, who
has helped to like foster me when
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I got out of school, I
realized, wow, none of my classmates
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knew how to do anything. We
didn't know how to open a practice,
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how to make a business card,
how to write a deal, how to
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close anything. And at that time, you know, these practice management people
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were just praying on young students that
were coming out. So I decided to
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start a little website, and I'll
credit my wife on this one, because
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at that time we were just having
our first son and she joined this website
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called circle of Momscom and she's like, honey, this is great, there's
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these resources and I can talk to
other moms and I can we can share
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our victories and our struggles, and
I was like, that's what we need
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to do on our profession. You
know, the only time that I get
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to meet to their chiropractors is at
conferences. And now, mind you,
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this is two thousand and nine at
the point and and that she's like,
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you should create a website called circle
of Docs. She goes, I think
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that would be great. And literally
that was it. We went on our
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honeymoon and I remember reading Tim Ferris's
book the For our work week, and
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I came back and I said,
Baybe, I can do this four hours
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a week. This is nothing,
I can totally do this. And then
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it started to go and the website
got really popular and I decided to start
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interviewing doctors and again, at that
time I didn't have a lot of money
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for practice management. I didn't have
a lot of money to hire a coach,
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so I did with the best.
Second thing would be as I started
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a podcast and I just invited them
on. And what, low and behold,
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I found just like you. As
I interviewed these people, I just
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asked them the questions and the struggles
that I was going with in my practice
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and that completely changed my practice.
And then it just kind of started to
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steam roll one after another. Now
fast forward it to now, my twelve
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year and practice. I can't even
belie I'm saying that. Now I've been
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in practice for twelve years. I've
seen a lot of younger doctors that are
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rising up through the ranks. And
again, I don't necessarily think our school
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is doing a good job as far
as creating great business people. Were creating
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decent doctors, but as far as
the business acumen side, where I really
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believe that were severely lacking. So
I've had a lot of younger doctors started
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ask me bout what do I do
about this? How can I help this?
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So, you know, I started
to put together masterminds or small groups
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and then just being able to foster
younger doctors growth. You know, in
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my practice we've had now five different
associates come through and I love them to
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come in work for me for a
year or two and and plant them into
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a practice, because I really believe
that the best way to do chiropractic is
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to learn from someone that has done
it before. You know, I'm a
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big believer in history. I don't
believe that, you know, you can
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erase history. I think you have
to learn from history and you have to
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learn how to build and capitalize on
that. And we've got amazing people that
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have come before us in this profession
and, you know, it's up to
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us to learn from them and then
to take it to the next level.
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So my hope and dream is that, you know, as I'm kind of
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in the groove of my career,
that the next generations coming, learning,
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listening and they're going to take this
thing to the next level, beyond even
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myself. So that's kind of where
my passion is as far as why I
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bring younger doctors in and why I
host mentoring groups and masterminds. It's just
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that I love the profession. I
want to help more people and the best
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way to do that right now is
to use and leverage technology like we're talking
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right now, to, you know, inspire them and to get them a
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motivated but also give them the processes, the systems and then know how to
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do that for their communities. Well, that's a perfect segue into the episode.
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Man, I was great. We
need a bunch of a bunch more
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bows out there, so keep bringing
those associates in, doc we need a
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lot more bows runner out there doing
the same thing. So if you listen
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in on our episode, you'll see
that we have some great guests on in
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that our first four we really broke
down the the whole business model of a
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traction, conversion, retention and team
building and we talked a lot about how,
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you know, often for doctors it's
like spinning plates and rather than these
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smoothly operating interlocking gears, and so
it was really, really well received.
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And so what we decided to do, Bo is use this next series of
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episodes to really get laser focused on
attraction, on marketing, and so today
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with you we're really going to talk
about how to create that holistic dynamic,
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you know plan it's just going to
work for you, and so I'm really
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excited. So that ties right into
the first question. You know, in
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the spirit of what I just said
of and what you said about chiropractic business,
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we can't really talk about marketing unless
we talked about the business model and
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and so kind of speak into that
from your own experience. How is creating
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a really strong business become the best
kind of thing you could do for your
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attraction, for your marketing? So
I think one of the biggest things,
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especially in Chiropractic College, that you
learn is that you want to help people,
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and I mean that's why we got
into Chiropractic and you get out of
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school and you're saying, Hey,
look, I want to help everyone and,
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as we all know, you know, fuzzy targets don't get hit,
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and I say that meaning this is
that you need to decide who are your
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people, meaning, who is the
population of people that you want to serve?
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Do you want to serve athletes?
Do you want to serve kids?
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You want to serve Jeriatrics? Do
you want to serve, you know,
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stay at home up, whatever that
kind of population is? You first have
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to kind of come to an understanding
of this is who I'm going to to
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go after. These are the people
that I want to market to, these
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are the type of conditions I want
to market to, these are the types
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of areas that I want to market
to, because, if not, we
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go out there and, you know, we hang our shingle and we basically
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say hey, look, I'm a
chiropractor and I don't know about you,
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Rom but when patients coming to my
practice and I say hey, have you
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eve been a chiropractor before, and
they say yeah, I have, and
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then you say Oh, that's great, but then you start finding out what
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type of chiropractor they went to and
you find out, man, that guy
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or girl did nothing that I did. They don't share the same philosophy,
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they don't adjust the same way.
They don't even really even talk about Chiropractic
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in the same vein and the same
way that I do. So, in
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my opinion, what you have to
do is you have to create and define
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for yourself, number one, what
is Chiropractic to you and, number two,
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who are the people that you want
to attract in your practice and the
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people that you want to serve.
So I really believe that it comes down
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to one word, and that word
is authenticity. You really have to be
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authentic in the type of practice that
you are and, let's be honest,
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the greatest and worst thing about chiropractic
is our diversity. You know we're on
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if you guys are in, you
know, our chiropractic business club form or
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in the Chiro touch forms, you
see Chiro chiropractors fighting tooth and nail every
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single day talking about what Chiropractic is, what Chiropractic isn't, sublixation, etc.
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Back and forth. Now, the
gist of it is this, is
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that Chiropractic is what you think chiropractic
is, and attracting that person is what
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you need to take to your audience, into your world, because I know
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this. My last two associates were
doctors who had a view of wanting to
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help patients who are pregnant or prepregnancy
or postpartum. And I'll tell you what,
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Ron, I want nothing to do
with that world. I Love Sports
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Chiropractic, I love active family Chiropractic, but their vision and the way they
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speak Chiropractic is a little bit different
and I'm seeing their patients coming in and
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I'm thinking I would never be able
to reach that person. This person is
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not my demographic and you know what, I celebrate that and I thank God
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for that, because I don't believe
that there's one chiropractor for every person.
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I believe that there's multiple chiropractors for
different types of people in different types of
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situations during your life. You know, you can call it like church,
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right. You know, a lot
of times you don't just go to one
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church for your entire life. You
may go to multiple places because you're going
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to get fed different things at different
places. In addition, you are going
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to have different circumstances through your life
as well. And, guys, that's
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what the beauty of Chiropractic is,
is that we can and we should be
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referring to one another, to help
each other to for the betterment of our
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practice. So I say all of
that to tell you guys this. Number
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One, figure out who you want
to serve and number two, figure out
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who you are. If you are
a white coat and you know stethoscope guy
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or girl, then be that.
If you're a stay at home mom who
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other see their patients at their corner
of their table and their kids sitting over
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there, then be that. Yeah, that's the beauty of Chiropractic. You
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can be anywhere along that spectrum that
you want to be. So just be
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and then go out there and attract
that type of person into your practice.
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Number one, you'll feel so much
better about yourself because those will be your
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people. Right you give with your
people. I mean we. I don't
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know about you, Ron, but
you know, I look at my appointment
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book and I can tell you like
man of these eighty patients today, like
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sixty of them are like me.
We're dialed in. I just walk in
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the door, what's up, great
conversation, and the other twenty or so
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you're kind of struggling to find that
footing sometime. And the more that you
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can be you and get people to
that are attracted to who you are man
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practice is so much more fun,
so much more easy and it's just a
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purely a joy every day to go
in to. That was a great answer.
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I Oh, and I'm thinking about
the docks on the call right now
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that that answer was a huge nugget
for them. So thank you for that.
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On My last episode I had Dr
Cathy and she was kind of talking
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about these old school tactics, how
she was able to use the old school
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of, you know, connecting the
community personally, you know, going to
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chamber meetings, going to referral groups, doing corporate wellness, getting out of
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the practice and using the old vera
up your sleeves mentality. Even canda seeing
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some guy steal canvas. And so
I think for today we want to go
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a little bit more digital and web, but as we go there, how
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do you kind of blend that to
other and what are your views on that?
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That's a great question. That's one
question we get. I get asked
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a lot because for some reason in
doctors minds there's like this divide from the
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online world and the offline world and
if you guys really want to know what
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the secret sauce is, it's actually
to mix those two ingredients together. So,
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for instance, like if you're at
Chamber of Commerce, and let's talk
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social media really quick, right.
So if I'm going into chamber of Commerce
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and I know that there's going to
be fifty businesses there, well, guess
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what, I'll look all fifty of
them up on instagram and facebook and like
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their page or follow them, and
then I'll typically drop two to three comments
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on each one of their photos or, you know, in their profile somewhere,
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and I'll send them a message like
Hey, what's up? You know,
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my name is Dr Boh. I'm
a new chiropractor. You know,
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I take care of a lot of
athletes and and local people here, like
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I'm stoked to meet you. I
read some really great things about your locksmith
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business. Dude to I that's something
we should look into. You know,
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hit me up. It's something as
simple as that is. It doesn't have
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to be like completely overdone. And
then, when you guys are at these
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events, be social. Hence that's
what social media is about, right.
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Use Your phone, you know,
talk about, Hey, we're here at
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Chamber of Commerce right now and just
stoked to be here and meeting all these
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people. Grab that wrong guy.
That owns the locksmith thing. Hey,
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Ron, will you tell my followers
about what you do? You know what
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I mean, because we all want
to talk about who we are. We
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all want to brag about who we
are and what we do. Right.
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So you social media as a microphone
for yourself and for your practice. And
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guys, it's really that simple.
Yes, I totally believe a hundred percent
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old school marketing things. I've done
newsletters every single week. I've done we
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do three card Thursday. I pray, I'm pray you remember this right.
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Every person that comes in on Thursdays, they get three business cards and you
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tell him, Hey, if there's
a person that has what you have,
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I can help him out. Right. I mean these are old school marketing
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tactics that work, but why not
do the same thing when it comes to
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social media? So, for instance, Hey, you know, I did
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this. I did yesterday. Actually
was a perfect I've tuned this up.
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This guy, his name is Joe
and he is he works at our local
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car dealership. He's a BMW salesman. I adjusts his neck. He has
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some headaches for like a week or
so and he's like to that was great.
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I'm like yeah, I say hey, here's three of my cards.
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You got anybody else in your cells
place that needs a chiropractor? He literally
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walked outside, took the card,
put it up against my logo and took
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a picture of it. was like
Hey, this guy helped my with my
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head neck paint. Please call him
if you have issues like I do.
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And I'm like, boom, there
it is, right there, guys.
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That is marketing one and one.
So I agree a thousand percent with what
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Cathy's talking about when it comes to
old school marketing. But there's also new
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school marketing. And here's the cool
part, guys. I've kind of kind
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of coined a term called vitalistic marketing, and really would vitalistic marketing is this.
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It's the combination of everything. Hence, just like Chiropractic, right,
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all systems working together for the betterment
of the human body. That's the same
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thing that happens with your marketing.
It's not just about running a golden ticket,
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you know, facebook ad or just
running a special SEO campaign or you
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know, hey, I just did
this youtube video and I boosted it right.
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No, it's the combination of everything
working together in a vitalistic manner to
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produce an outcome. And guys,
that's what we do on the tables,
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right, every single day. Right, yeah, okay, you know,
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you came in with headaches. They
cool, but guess what, I also
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noticed that your pelvis is a little
bit rotated. To you adjust their pelvis,
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you checked their mid back. Then, guess what, boom, the
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headache is gone away. Right.
I mean, we've all had patients come
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in that I've told us this one. Tell me, we've heard this one,
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Roun Hey, doc. You know, me and my me and my
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wife, have been trying, or
me and my husband been trying to get
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pregnant for years now. Nothing's working, man. We've tried every drug,
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we've tried every therapy. We don't
even know what to do. We just
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heard the something about your practice and
people come here and next thing they know,
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they're getting pregnant. You know,
what can you do? And we
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do the same thing. You know
what, Hey, I don't know.
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All I know is of a body
and alignment works better, functions better and
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he is able to heal. And
then what happens? Roun, two,
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three, four months down the road, person comes in. Bo you'll never
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guess what. We're pregnant. I
have no idea how it happened. You
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just sit back in your laugh and
you like. And then my question is,
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will we was the c one adjustment
that did he or was it the
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PL at l five that? I
guess perfectly. Guys, we don't.
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We know, know, we know
it's about a neural impulse. We know
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it's about chiropractic. Right. Marketing
is the same exact way. You know,
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we look at studies and it used
to say that the average person will
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have to have nine different touches,
mean they're gonna have to see your brand
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nine different times before they make a
decision to do something. Now, in
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two thousand and twenty one, that
number has gone to thirty seven. That's
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right, thirty seven different touches before
the average person will pick up the phone
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to call your practice or get online
to make an appointment with you. Why?
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Is because we're inundated with advertising.
Social Media Car ads are driving at
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like all around us, were being
advertised to. So if you think one
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special facebook ads going to do it
or one youtube video is going to send
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you over the top, I'm going
to be honest with you, guys.
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It's not going to happen. And
I'm a guy that's got. I've produced
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hundreds of youtube videos. I've got
tens of millions of views on some of
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them. Yes, some of them
will bring in a few patients, but
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it's not just one thing. Your
patients will come in and say Bo I
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watched your twenty eight videos on neck
pain. I watched your nineteen videos about
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you just adjusting kids. I read
your five blog posts about low back paint
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and SADDICA. I think you can
help me. Yep, you know,
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it's not just the one thing.
It's a collection of everything put together that
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really takes you, you and your
practice and the from a digital strategy,
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combining that with an old school offline
strategy together. I love it. Man,
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that's soap, so much in there. So let's talk about one of
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those components. Part of that biblistic
plan is having an effective website that has
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strong Seo and that does a good
job of representing our brand to our community.
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So you know what speaking to that
for me. As far as you
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know, how important is that as
part of that bitalistic program absolutely so.
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You know, when you talk about
website specifically, you know at well rounded
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marketing we focus on three things and
be really upfront with you Docs, write
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this down. If you're with us, great. If you're not with us,
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I don't care what website company you're
using. I want you to understand
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that there's three huge components that you've
got a master and nail to do this
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the right way. The first one
is you need to have authentic design and
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authentic content on your website. Now, the easiest way to produce authentic design
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and authentic content is through photos and
videos. So right now, if you're
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sitting at home, you're listening to
this, pull up your website, sit
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back five feet and look at your
website and ask yourself, can I,
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number one, tell who the doctor
is? Can I, number to,
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tell what type of practice they have
and, number three, who that they
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serve? And you have less than
seven seconds to figure that out, because
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that's all the time a new potential
patient will look at it. So first
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off, guys, authentic content,
authentic design. The second thing is I'm
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a huge, huge believer in metric
driven decision making. And what do I
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mean by that? I believe that
in all aspects of your practice, not
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just with your digital marketing, but
in all aspects of your practice, you
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need to know the numbers inside out
upside down. So many times chiropractors come
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to a well rounded and they say, Oh, I've been spending thousands of
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dollars a month on facebook ads or
thousands of dollars a month on my website
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and I'm not seeing a return on
investment. And we say okay, great,
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let's look at the metrics, and
they're like, what do you mean
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the metrics? I'm like, you
should have a dashboard that looks at everything
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on your website. You should know
which pages are the most visited, which
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ones are most clicked, what the
average time on a website. On your
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website is a heat map, meaning
where people are looking. You should be
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able to actually click and listen to
the phone calls that come from your website
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into your practice so you can make
sure that your friend desk is saying the
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right things to these potential people.
You got to know what your funnels are
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looking like, what are your ads
looking like? What are your return on
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investment? Because Docs, most of
you guys are probably spending hundreds, if
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not thousands of dollars a month on
a hope and a prayer and guys,
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that's not the way to do marketing. Know the way to do marketing is
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to go out there and go fishing, so to speak, with different Bait
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and then quickly realize what Bait is
working. So you can continue to do
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that and get rid of the other
stuff and try something new. But as
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you guys are going and putting forth
your marketing strategy, you got to make
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sure that your metrics driven. So
if you're working with a company that is
407
00:25:03.509 --> 00:25:07.420
not giving you updates or access to
the metrics of your website, I would
408
00:25:07.420 --> 00:25:11.180
highly suggest that you take a deeper
look into that and figure out why,
409
00:25:11.779 --> 00:25:15.420
and hopefully you are. Hopefully you
look at it at least once a month.
410
00:25:15.579 --> 00:25:18.819
Know How many visitors, know what
pages are hitting, know what blog
411
00:25:18.940 --> 00:25:22.690
posts are hitting. You know,
I'll talk really quickly about content, because
412
00:25:22.690 --> 00:25:25.009
people always ask me, but how
much content should I be putting on my
413
00:25:25.089 --> 00:25:27.170
website, etc? My answer is
as much as you want or as little
414
00:25:27.170 --> 00:25:30.569
as you want. But I typically
know this is that people that follow somewhat
415
00:25:30.569 --> 00:25:34.369
of a formula, or somewhat I
have, like monthly themes and topics,
416
00:25:34.410 --> 00:25:40.599
and then they create content and videos
and podcast a base around that typically do
417
00:25:40.759 --> 00:25:45.079
better longer. I'll quick shameless plug
some of my best friends or Dr Jason
418
00:25:45.160 --> 00:25:48.720
Ditch and Jeff Lange made with the
smart chiropractor. I think you'll probably have
419
00:25:48.839 --> 00:25:51.990
them on this podcast at some point. They do a great job of giving
420
00:25:52.029 --> 00:25:55.390
you, guys, monthly content that
you can take in use or taking use
421
00:25:55.430 --> 00:25:57.470
and create your own, to become
your own specific way, and it's a
422
00:25:57.670 --> 00:26:00.910
great way for you just to come
and put come up with a rhythm.
423
00:26:02.069 --> 00:26:03.940
Right. You know, guys,
we in practice, we always say this.
424
00:26:04.099 --> 00:26:07.900
Right, what are the best patients? The ones that get adjusted frequently.
425
00:26:07.980 --> 00:26:11.980
Right. So, guess what are
the best websites? The ones that
426
00:26:11.059 --> 00:26:15.579
constantly put out frequent content on a
rhythm or schedule. It's the same thing,
427
00:26:15.779 --> 00:26:18.140
right. You don't go to the
gym and work out once and hope
428
00:26:18.180 --> 00:26:21.289
to look like Arnold swartzenegger. Know, it's repetitive thing. You know you
429
00:26:21.369 --> 00:26:22.130
got to do it. You got
to do it over and over again.
430
00:26:22.130 --> 00:26:23.930
You got to come up with a
rhythm, you got to come up with
431
00:26:23.930 --> 00:26:26.769
a system, you got to come
up with a calendar to put that out.
432
00:26:27.009 --> 00:26:30.930
So, number one, guy's authentic
design, number two, metrics driven
433
00:26:32.329 --> 00:26:36.960
decision making and number three, you
got to make your website about human connection.
434
00:26:37.599 --> 00:26:41.880
You got to push and pull on
the levers of why people make decisions.
435
00:26:41.440 --> 00:26:45.000
And here's what I mean by that. So many times I go to
436
00:26:45.039 --> 00:26:48.950
a chiropractor as website and all I
read about it is like we are sublixation
437
00:26:48.109 --> 00:26:52.910
cures or we do this as and
none of that stuff talks to the patient
438
00:26:52.990 --> 00:26:56.789
that's on the other side of the
screen. Your website has to convey a
439
00:26:56.950 --> 00:26:59.990
message. It has to say,
look, I understand that you're struggling with
440
00:27:00.109 --> 00:27:03.819
this, I understand that you're having
these issues. We're here to help you,
441
00:27:03.420 --> 00:27:07.579
right, we're here to get you
over the edge, to partner with
442
00:27:07.740 --> 00:27:11.980
you on your health journey through life
or your health journey through this certain episode
443
00:27:12.099 --> 00:27:19.170
of Your Life. So use emotions, use human connection to help propel yourself,
444
00:27:19.569 --> 00:27:22.089
because you we all know this,
right. If you're at home,
445
00:27:22.289 --> 00:27:26.049
it's two o'clock in the morning,
you got SCIATICA, you can barely stand
446
00:27:26.049 --> 00:27:30.039
and you start reading and you start
going down the rabbit hole, so to
447
00:27:30.079 --> 00:27:32.920
speak, you get on a page
and if that page pulls you in and
448
00:27:32.960 --> 00:27:34.400
you're like yeah, that's me,
that's totally me. Oh look, I
449
00:27:34.480 --> 00:27:38.920
saw that video of Dr Ron adjusting
that guy that could barely walk in and
450
00:27:40.000 --> 00:27:44.430
then he singing praises and I see
these testimonies after I clicked on on his
451
00:27:44.589 --> 00:27:48.230
page and then I saw a hundred
google reviews. This guy's got a hundred
452
00:27:48.309 --> 00:27:52.069
reviews of people with the exact bact, same issue that I do. Dr
453
00:27:52.109 --> 00:27:53.630
Ron's my guy. Tomorrow morning,
when I get I'm going to wake up
454
00:27:53.670 --> 00:27:56.910
and call him. Guys, that's
the response that you want, right,
455
00:27:56.950 --> 00:28:00.420
right. That's the type of push
pool. We want to make sure that
456
00:28:00.500 --> 00:28:03.220
there's a human connection there. We
don't want to just be a billboard.
457
00:28:03.740 --> 00:28:07.500
We want to be able to say, look, I'm going to you know,
458
00:28:07.859 --> 00:28:10.259
I'm an honest person. I'm an
upfront person, just like you.
459
00:28:10.779 --> 00:28:11.819
Can I help you? If I
can, great. If I can't,
460
00:28:12.089 --> 00:28:15.410
all the great as well. But
you know, we just want to be
461
00:28:15.410 --> 00:28:18.289
able to reach out have that.
So those are my big three that we
462
00:28:18.410 --> 00:28:21.930
pour into all of our websites to
make sure that those elements are met.
463
00:28:22.289 --> 00:28:25.250
And then lastly, it speaks to
who you are as doctor, right,
464
00:28:25.650 --> 00:28:29.880
meaning that you're using your brand,
your colors, your logos, your outline
465
00:28:29.920 --> 00:28:33.960
of exactly what you think Chiropractic is, your tools, the way you adjust
466
00:28:33.000 --> 00:28:37.680
all of those things and and we
connect that all together and we've seen some
467
00:28:37.759 --> 00:28:41.150
really great, amazing results. That's
such a great a great motivator right there.
468
00:28:41.190 --> 00:28:45.670
I'll tell you what, Bou I
already know right now there's a young
469
00:28:45.829 --> 00:28:52.230
doctor listening going Gosh, he's right
on. But they had this frustrating,
470
00:28:52.829 --> 00:28:56.299
seemingly never ending gap between what they
want to do and what they think they
471
00:28:56.339 --> 00:29:00.420
can afford to do. So can
you kind of talk into that, but
472
00:29:00.539 --> 00:29:03.180
also maybe, at the end of
that question, give us a little insight
473
00:29:03.299 --> 00:29:07.619
into how we should go about budgeting
for this type of stuff? Fantastic.
474
00:29:07.700 --> 00:29:11.569
That's a great question and that's probably
the second most common question that we get.
475
00:29:11.250 --> 00:29:15.609
So I think that there's two things
there. The first one is this,
476
00:29:15.369 --> 00:29:18.650
is that when you start in practice, very few people have a lot
477
00:29:18.690 --> 00:29:22.569
of money. Right. We all
start with nothing. We all start in
478
00:29:22.650 --> 00:29:25.960
a room that's probably no bigger than
the little office that I'm sitting in right
479
00:29:25.960 --> 00:29:27.799
now, maybe a couple hundred square
feet, got a couple chairs out in
480
00:29:27.839 --> 00:29:30.119
the in the front, you're paying
a girl by the hour, just hoping
481
00:29:30.160 --> 00:29:33.599
to God to make the ends meet, so to speak. So really what
482
00:29:33.759 --> 00:29:38.430
you have is you have more time
than you have money. Right. So
483
00:29:38.549 --> 00:29:41.029
if I have a lot of time
on my hands. Guess what I'm going
484
00:29:41.029 --> 00:29:45.430
to do. I'm going to cluster
book all of my patients so they're only
485
00:29:45.509 --> 00:29:48.549
there, you know, a short
period of time in my day where I'm
486
00:29:48.549 --> 00:29:51.630
adjusting people, and then I'm out
in the community, I'm out on social
487
00:29:51.710 --> 00:29:57.019
media, I'm out using my time
to create more revenue. Of that makes
488
00:29:57.059 --> 00:30:02.539
sense. So I'm out there interviewing
people at Chamber of Commerce, I'm out
489
00:30:02.539 --> 00:30:04.339
there in the gym's, I'm meeting
all of the people that are in my
490
00:30:04.579 --> 00:30:07.170
community. Now a lot of people
ask will be how do I find the
491
00:30:07.250 --> 00:30:11.250
people in my community? Perfect,
here's what we do. I's totally stole
492
00:30:11.329 --> 00:30:14.009
this from a guy named Russell Brunson, so I'm giving them a hundred percent
493
00:30:14.049 --> 00:30:17.089
credit. Right now. He has
something called a dream one hundred list,
494
00:30:17.329 --> 00:30:19.049
and what he does is he takes
a piece of paper out and he says,
495
00:30:19.049 --> 00:30:23.279
okay, I want to speak to
blank audience. So it could be
496
00:30:23.319 --> 00:30:27.960
anything I want to. I'm a
sports chiropractor, so who and where are
497
00:30:27.960 --> 00:30:33.400
all of my clients, or my
potential patients at right now? And I
498
00:30:33.559 --> 00:30:37.430
write down all of them. Physical
Therapists, Jim's personal trainers, athletic trainers,
499
00:30:37.470 --> 00:30:42.390
high schools, colleges, bakeries,
food prep, meal prep, like
500
00:30:42.509 --> 00:30:45.630
all of that. I'm writing all
of them down. And Guess who are
501
00:30:45.670 --> 00:30:48.309
the people? And I'm going to
go market to the top, dream one
502
00:30:48.349 --> 00:30:51.420
hundred. And how am I going
to do that? I'm going to walk
503
00:30:51.420 --> 00:30:52.259
in, I'm going to give them
a business card, I'm going to talk
504
00:30:52.259 --> 00:30:55.539
to him on social media. I'm
going to say hey, look, I'm
505
00:30:55.539 --> 00:30:56.539
here to help you. How can
I get in front of you? How
506
00:30:56.579 --> 00:30:59.980
can I get in front of your
people? Can I come and offer a
507
00:31:00.059 --> 00:31:03.339
talk? What can I do to
make your business better? Not My business,
508
00:31:03.660 --> 00:31:06.329
your business. And I'm a sports
chiropractor. I know a hell of
509
00:31:06.369 --> 00:31:11.809
a lot about sports nutrition. Any
chance I can come into this supplement store
510
00:31:11.890 --> 00:31:14.490
give us a free, thirty minute
lecture on how to Lose Weight? Hell,
511
00:31:14.569 --> 00:31:15.569
yeah, great, come on in. And guess what? They get
512
00:31:15.569 --> 00:31:18.640
to talk about? How to lose
weight and how to keep their body in
513
00:31:18.680 --> 00:31:22.079
alignment so they can continue to go
out and work and perform. Right,
514
00:31:22.200 --> 00:31:25.440
guess what that is? That's Chiropractic
and sports nutrition back together. Right.
515
00:31:26.200 --> 00:31:29.279
So, guys, so that's number
one. You either have more time or
516
00:31:29.319 --> 00:31:32.240
you've got more money. If you
got more time. Dream one hundred them
517
00:31:32.319 --> 00:31:34.710
and start going to town on that. Okay. The second thing is this,
518
00:31:36.549 --> 00:31:40.069
is that it is free to do
make a couple things now. First
519
00:31:40.109 --> 00:31:41.069
off, run you know this.
How much does it cost to start a
520
00:31:41.150 --> 00:31:45.029
youtube channel? I think it's free, right. How much does it cost
521
00:31:45.109 --> 00:31:49.900
to start a podcast? These days, free, free, ANCHOR DOT FM
522
00:31:51.019 --> 00:31:52.700
is the latest greatest thing. That's
how I run my podcast, which is
523
00:31:52.740 --> 00:31:57.259
chiropractic secrets. It cost me zero
dollars a month to have a podcast.
524
00:31:57.779 --> 00:32:02.210
So if I walked into that guy's
business that does sports nutrition and I said,
525
00:32:02.250 --> 00:32:05.809
Hey, Ron, I know you
have a sports nutrition place here at
526
00:32:05.809 --> 00:32:08.730
things called cost of nutrition, I
have a podcast that I help produce and
527
00:32:08.769 --> 00:32:13.410
send out to people locally in Santa
Marie California. Would you mind being a
528
00:32:13.450 --> 00:32:15.359
guest on my on my podcast?
What is he going to say? Hell,
529
00:32:15.440 --> 00:32:17.440
yeah, I'm going to be a
guest on your pocket. I would
530
00:32:17.480 --> 00:32:22.039
love to be right. So you
set your phone up and you press record,
531
00:32:22.039 --> 00:32:24.519
which goes on your youtube channel.
You take that, guess what,
532
00:32:24.720 --> 00:32:30.670
that goes on your podcast. Then
you have that transcribe using like revcom or
533
00:32:30.750 --> 00:32:34.670
conversion dot Ai, and that is
now your blog post. So guys,
534
00:32:34.789 --> 00:32:37.430
boom, three pieces of content,
then you take the pictures and put them
535
00:32:37.470 --> 00:32:42.869
on social media. Welcome to digital
marketing, meets offline marketing together and you
536
00:32:42.950 --> 00:32:45.420
do that over and over again.
If you want even go one more step
537
00:32:45.500 --> 00:32:50.980
and be a complete Badass, you
ask the people in your practice. Okay,
538
00:32:50.980 --> 00:32:52.380
here's how you do this wrong.
I hope it's cool if I'm sharing
539
00:32:52.420 --> 00:32:55.019
some this stuff, because this is
work. Dynamite with me. Oh Man,
540
00:32:55.019 --> 00:32:59.490
I'm taken notes. Boh, okay, go you got we all have
541
00:32:59.569 --> 00:33:00.970
great people in our practice right run
like if I said, Hey, Ron,
542
00:33:00.970 --> 00:33:04.490
who are your top you know ten
or fifteen patients, you could be
543
00:33:04.569 --> 00:33:07.490
like, Oh, Mary Joe,
who's a hair stylist, Sam, who's
544
00:33:07.490 --> 00:33:09.210
the car guy down the right,
here's you're going to do? You're going
545
00:33:09.250 --> 00:33:12.410
to tell Sam. Hey, Sam, I know you're selling tires at the
546
00:33:12.450 --> 00:33:15.920
end of the street down here.
Could I come and interview you at your
547
00:33:15.000 --> 00:33:17.839
prey, at Your Business? Maybe
I'll just shoot like a quick little video
548
00:33:17.960 --> 00:33:21.799
and only take like five or ten
minutes. I'd love to share that on
549
00:33:21.920 --> 00:33:22.960
my social media. I just think
that you do a hell of a good
550
00:33:22.960 --> 00:33:28.109
job down here and more people in
our community could could benefit from knowing not
551
00:33:28.230 --> 00:33:30.869
only about how great your business is, but the man behind the brand,
552
00:33:31.230 --> 00:33:35.990
because we want to do business with
other people that are just like you as
553
00:33:36.029 --> 00:33:37.190
what. Would you be cool with
that? Of course they're going to say
554
00:33:37.190 --> 00:33:40.859
yes, right. So every week
that's what my associates do. They have
555
00:33:40.980 --> 00:33:44.980
one person that they go out and
it could be a gym, it could
556
00:33:44.980 --> 00:33:46.420
be a personal trainer, like I
said, meal prep, like anybody you
557
00:33:46.500 --> 00:33:51.579
can think of, and they go
to their businesses and they interview them and
558
00:33:51.619 --> 00:33:53.740
they show behind the scenes and they
put these little videos together and guess what
559
00:33:53.859 --> 00:33:58.089
happens? Those people are like,
Oh my God, you should seem Dr
560
00:33:58.130 --> 00:34:00.410
Jordan. He made this cool video. He's a new chiropractor, a pierce
561
00:34:00.410 --> 00:34:02.130
chiropractic. He's freaking amazing, by
the way, but look how cool our
562
00:34:02.170 --> 00:34:05.849
business is. And if you guys
have any issues, you got totally see
563
00:34:05.849 --> 00:34:08.090
him, like he's totally amazing and
great at what he does. Yeah,
564
00:34:08.170 --> 00:34:13.159
guys, I'm free advertising. The
cost zero dollars right there. So number
565
00:34:13.199 --> 00:34:15.400
one. Create a show, right, so, create a podcast, create
566
00:34:15.480 --> 00:34:19.679
a show, do whatever you want. Still Mine. I do a show
567
00:34:19.760 --> 00:34:22.199
every week called the asked Dr bow
show, and really what I do is
568
00:34:22.239 --> 00:34:27.070
I answer patients questions that come in
every single day, a hundred times a
569
00:34:27.110 --> 00:34:30.030
day. Hit Dr Bo, I
get paint and you know, I work
570
00:34:30.070 --> 00:34:31.829
all DA anim computer and I have
pain down my arm. Can you help
571
00:34:31.909 --> 00:34:35.510
me? Great, if you have
it, then guess what a hundred other
572
00:34:35.550 --> 00:34:37.659
people have it. Might Take that
and I put it everywhere. And that's
573
00:34:37.659 --> 00:34:43.739
how the digital marketing wheel spins and
as you find that things get more traction.
574
00:34:44.460 --> 00:34:46.579
That's what you boost, that's what
you promote, that's what you pour
575
00:34:46.739 --> 00:34:51.340
your gasoline and your fire and your
money on, and then guess what,
576
00:34:51.699 --> 00:34:54.409
that's how you create not only great
patients but lifelong patients on top of that.
577
00:34:54.929 --> 00:34:59.210
Wow, let's do it, man. I think, though, you
578
00:34:59.570 --> 00:35:00.969
mentioned a couple different brands in there
and I think those will be in the
579
00:35:01.010 --> 00:35:07.050
show note, but thanks for that. So yeah, and closing, maybe
580
00:35:07.050 --> 00:35:09.199
we could talk for two hours.
This is just so rich. They appreciate
581
00:35:09.239 --> 00:35:15.199
you so much, man, you're
a total blessing. So again, you
582
00:35:15.280 --> 00:35:19.079
know, you go back to some
final tips for our listeners and you just
583
00:35:19.239 --> 00:35:21.949
did a great job of helping kind
of dispel well, I don't have the
584
00:35:22.030 --> 00:35:23.789
money, you don't need the money. You got the time get it done
585
00:35:24.110 --> 00:35:28.269
totally. So now let's say the
will spinning right. Hey, look,
586
00:35:28.349 --> 00:35:30.429
people are coming in, I'm bringing
associates in. How much money should I
587
00:35:30.429 --> 00:35:35.710
be spending on marketing? The traditional
answer would be ten to twelve percent,
588
00:35:35.860 --> 00:35:37.539
to be honest with you. So
if for every thousand bucks that you make
589
00:35:37.619 --> 00:35:42.659
in your practice collections wise you should
probably spend about ten percent of that back.
590
00:35:42.659 --> 00:35:46.260
Right, so a hundred bucks of
that back for our growth focus chiropractors,
591
00:35:46.300 --> 00:35:49.539
meaning, Hey, Bo look,
I'm making to fifty a year.
592
00:35:49.619 --> 00:35:51.969
I need to get to five hundred. How do I bridge the gap,
593
00:35:52.170 --> 00:35:57.769
so to speak? Those clients typically
will spend about thirteen to fifteen percent of
594
00:35:57.809 --> 00:36:01.170
their marketing budget. But we do
so in a way that we not only
595
00:36:01.289 --> 00:36:05.400
do we just cover the bases,
but we spend a lot of time diving
596
00:36:05.440 --> 00:36:07.360
into the metrics, and that's why
I think it's so important. You gotta
597
00:36:07.400 --> 00:36:12.119
know your metrics because if you're going
to spend this extra money and want to
598
00:36:12.119 --> 00:36:15.559
see a High Roi on your money
being spent, you got to take the
599
00:36:15.599 --> 00:36:17.199
time to dive into the metrics.
You got to have somebody else looking at
600
00:36:17.239 --> 00:36:22.150
this stuff for you to help you
out, so you know because, guys,
601
00:36:22.150 --> 00:36:24.150
let's be honest, I'm a doctor. I see seventy eighty patients a
602
00:36:24.190 --> 00:36:27.989
day. You know my practice.
We serve a hundred fifty a day.
603
00:36:28.630 --> 00:36:30.829
You know, a lot of times
I'm, you know, as Dr Frans,
604
00:36:30.909 --> 00:36:32.980
and would say I'm hands down and
bum up right. So I'm not
605
00:36:34.179 --> 00:36:36.219
taking a lot of time to look
at all this stuff. So I'd be
606
00:36:36.219 --> 00:36:38.099
I'd to be able to be at
boom of my metrics. What's hitting or
607
00:36:38.139 --> 00:36:40.579
not this week? Okay, great, change the Bait, right or yes,
608
00:36:40.619 --> 00:36:44.980
let's throw some fire on on that
type of deal, right. So,
609
00:36:45.260 --> 00:36:50.090
guys, minimum, seven to ten
percent, maximum twelve to fifteen percent.
610
00:36:50.170 --> 00:36:52.449
That's kind of the typical as far
as how much money is going to
611
00:36:52.530 --> 00:36:54.969
cost at well rounded. Guys,
when a person shows interest, that they
612
00:36:54.969 --> 00:36:59.130
want to work with us, we
give them an Ebook and I'm it'll be
613
00:36:59.170 --> 00:37:00.690
down in the show notes. We're
going to give it you, guys,
614
00:37:00.690 --> 00:37:04.599
if you like him. It's called
doing chiropractic differently, and really what it
615
00:37:04.800 --> 00:37:07.599
is is it kind of outlines some
of the stuff that we talked about here,
616
00:37:07.760 --> 00:37:09.840
but it just asked questions like how
are you different from the guy next
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00:37:09.880 --> 00:37:14.880
door to you? What is your
unique selling position. Right, what are
618
00:37:14.880 --> 00:37:20.590
you currently doing that you believe can
feature you to become the go to expert
619
00:37:20.710 --> 00:37:23.789
in whatever area that is for your
community and for your town? And he'll
620
00:37:23.789 --> 00:37:27.309
take you about fifteen to twenty minutes. But really what it's there to do
621
00:37:27.429 --> 00:37:31.860
is it's there to spark some conversation
for yourself as well as some conversation for
622
00:37:31.940 --> 00:37:36.579
your team. And then my hope
and goal with that document is that you
623
00:37:36.699 --> 00:37:38.739
get that done and you sit back
and you look at it and you say,
624
00:37:38.780 --> 00:37:42.619
okay, look, this is really
who I am, and then I
625
00:37:42.659 --> 00:37:45.409
get online and I look on my
website and I say, is that a
626
00:37:45.010 --> 00:37:49.250
direct reflection of what I am on
this piece of paper? Then if it's
627
00:37:49.250 --> 00:37:51.889
not, you guys know we got
to make changes. And if it is,
628
00:37:52.210 --> 00:37:53.969
then boom, we nailed it and
let's tick that box and let's keep
629
00:37:54.010 --> 00:37:58.170
rolling baby. But if not,
that's why we you know, I really
630
00:37:58.170 --> 00:38:00.760
believe in this. Is Why we've
done so well from a digital sprint standpoint
631
00:38:01.239 --> 00:38:04.960
is that I want to make sure
that that mirrors who I am. I
632
00:38:05.000 --> 00:38:08.639
want to make sure that whatever website
we're creating is mirroring that doctor and if
633
00:38:08.679 --> 00:38:12.719
it is, then we typically see
a really, really good result. I
634
00:38:12.909 --> 00:38:15.469
love that. Wow, bow,
we're gonna have you back, man.
635
00:38:15.510 --> 00:38:19.949
We gotta we got to do another
episode. So thank you so much for
636
00:38:19.989 --> 00:38:22.469
your time. Bo I know you're
busy guy, and for those of you
637
00:38:22.829 --> 00:38:25.429
that are listening in right now,
but this want to encourage you to go
638
00:38:25.550 --> 00:38:30.179
back and listen to this episode a
couple times and take some notes and really
639
00:38:30.219 --> 00:38:34.940
take this serious. And I just
want to also celebrate you for taking the
640
00:38:35.019 --> 00:38:38.300
time, for tuning in, because
that's just showing us that you're committed to
641
00:38:38.340 --> 00:38:42.650
your personal development and I think that's
something that this shows all about. Is
642
00:38:42.690 --> 00:38:45.610
We want to help you continue to
develop and you got to keep pushing yourself
643
00:38:45.730 --> 00:38:49.610
and, like both said, most
of us are coming out of school.
644
00:38:49.650 --> 00:38:52.489
We don't have the business acumen,
we don't know what we don't know,
645
00:38:53.130 --> 00:38:58.800
and so, you know, leverage
these episodes, Leveris these conversations. You
646
00:38:58.880 --> 00:39:02.960
know, read and interact with bows
ebook and really better yourself, and this
647
00:39:04.159 --> 00:39:06.840
is a start by tuning in.
So thank you for that. And then
648
00:39:06.880 --> 00:39:09.550
lastly, I want to thank Kara
touch again for their heart in this matter.
649
00:39:09.829 --> 00:39:14.630
I just love that they're wanting to
help the profession right now. Is
650
00:39:14.670 --> 00:39:16.190
Our time, you guys, and
so again, thank you for tuning in.
651
00:39:16.590 --> 00:39:20.829
Make sure you know, stay tuned
for the upcoming episodes. We got
652
00:39:20.949 --> 00:39:24.460
great guests coming your way. And
make sure you take care of yourself and
653
00:39:24.579 --> 00:39:28.980
that you stay healthy and that you
stay well adjusted. And again, this
654
00:39:29.099 --> 00:39:30.539
is Dr Ronnie. Have a great
day.
