The GPS: Storytelling and Messaging

In part one of this four-part series, I discussed the “Fuel” of your marketing, which is having a strategic content marketing plan. Consistent and creative content is what will drive your marketing effectiveness and sustainability.

With that said, too many Chiropractors are putting out what Robert Rose calls “random acts of content.” What he is alluding to is content you release with no strategic plan and no clear message. In part 1 of this series, we discussed briefly on creating your clearly defined audience. Now, let’s help you create your clearly defined message that matches your clearly defined audience.

Clearly Defined Message

• Avoids Random, Sporadic, and Confusing Messages

• Helps you identify your ideal patient and understand what they desire most.

• Identifies the struggles they are facing internally and externally.

• Provides strategies for a plan to establish your company as a guide that your clients come to for solutions to their problems.

• Establishes what success looks like for your clients then focuses your marketing efforts towards that.


In many circles, including The Modern Chiropractic Marketing Group, the book Building Your Story Brand by Donald Miller has become the main resource when it comes to story and marketing. It is a great book, and I recommend it.

With that said, I first started learning about “story” from Robert Rose of The Content Marketing Institute. I attended his Content Marketing Masterclass in Austin, TX in 2017, and he dove deep into storytelling. It was great, and from that time I realized messaging and “story” was the missing ingredient for most chiropractic marketing.

Too many businesses make themselves the hero in the story, instead of the customer or patient. Businesses and Chiropractors need to make themselves the guide and the customer/patient the hero.

Historically, Chiropractors have focused on how great they are as doctors, how special their technique is, how their office is the best. They have consistently talked about themselves and made them and their technique and education the hero. It’s not surprising, Doctors and Professionals spend many years in school and tons of training. We tend to feel special and want to show how special we are. The reality? Patients don’t care about that stuff. Yes, they want to know you are good, and they want to know you are qualified, but what they want to know is how you are going to address their concerns or as Donald Miller calls them, the External, Internal and Philosophical Conflicts.

Addressing Their Conflicts

External Conflict : Shoulder Pain   Internal Conflict : Can't play catch with son.   Philosophical Conflict : Doesn't want pills or surgery.

External Conflict: Shoulder Pain

Internal Conflict: Can't play catch with son.

Philosophical Conflict: Doesn't want pills or surgery.

Our One-Liner

Your one-liner tells a quick story about how you and how your business helps others.

Part 1: The Problem

Part 2: The Solution

Part 3: The Reward

"Too many people struggle with pain and injuries. We provide effective treatment that allows you to perform well in life, sport, and work without pills, surgery, and high costs".

Sequence of a Story

Every story or plot has 7 characteristics, writes Donald Miller in his book Building a Story Brand. The 7 aspects of a story are as follows:

A Character (Hero): Your Patient

With a Problem: The External, Internal, and Philosophical conflicts we outlined above with the dad.

Meets a Guide: You, the Chiropractor

Who has a Plan: Treatment plan and at-home recommendations

And Calls them into Action: Patient following your recommendations

Which can lead to Failure: Not getting better and not playing catch with his son

Or Success: Playing catch with this son and solving his internal conflict of wanting to be a great dad to his son.

Where to Utilize Story for Your Practice

·         Website: Your website should have clear messaging with effective calls to action.

·         One-Liner: Your one-liner tells a quick story about how you help others.

·         Messaging: The overall messaging of the content you create.

·         Blogs: Bob The Golfer Story

·         Videos you shoot

·         Video "Stories of Transformation": Instead of regular testimonial videos, how about story of transformations?

·         Patient Communication: Inside the Chiropractic Success Academy, we have a concise report of findings strategy that is story branded so that your patients resonate with what you are recommending for them.

·         Public Speaking

I love using stories in all of the above. However, I think one of the best opportunities we have is patient communication. Imagine instead of just telling the patient their diagnosis and treatment plan; we address the 7 aspects of story in our concise report of findings? I think many evidence-informed Chiropractors are jaded with the historically over done Chiropractic Report of Findings that is a dog and pony show to help “close” the patient into long-term care plans.

How about instead of that, it sounds more like this:

“Mr. Jones (1), you currently are presented with impingement syndrome of the right shoulder (2a1). During our evaluation and bio-mechanical assessment, we found that you lack proper scapular stability (you can break this down for them in more lay terms) (2a2). I didn’t find any red flags that require imaging or orthopedic consult (2b). We can have you playing catch with your son in no time with the conservative care we offer here (2c).

I know it can be frustrating to have this pain, but our team here will guide you along the way to resolve this condition and see that it doesn’t come back (3).

Our treatment plan for you will include (insert treatment methods and treatment frequency and duration here) (4). I am recommending you follow this treatment plan and for the time being avoid any overhead lifting, throwing, or swinging. I want you to do the corrective exercises we prescribed for you once daily. Please implement the proper ergonomics we covered for your workstation to avoid over-using that right shoulder when typing and using the mouse (5).

Mr. Jones, if you follow this treatment plan, I believe you will recover from this shoulder pain and get full activities back (6). We will keep an open line of communication during each visit to make sure we are progressing as desired” (7).

1: Hero/Character

2a1: External Conflict (Direct cause/diagnosis)

2a2: External Conflict (Indirect Cause)

2b: Philosophical Conflict

2c: Internal Conflict

3: Guide

4: Plan

5: Action

6: Avoided Failure

7: Success

Congratulations, if you have read part 1 and 2 of this series,  you have now developed your Clearly Defined Audience and Clearly Defined Message to take your marketing to the next level. Now when you optimize the distribution channels such as Facebook, Instagram, Email, YouTube, Google, Direct Mail, etc., you will get effective results. That will be part 3 of this blog series.

Five Hacks To Improve Your Chiropractic YouTube Channel

by Blake E. Kalkstein, DC

It’s no secret video content can be a powerful source of building like, know, and trust. Big brands like Apple’s “Think Different” campaign and the Gary Vaynerchuck’s of the world who built empires on consistent value-driven content are great examples of the power of video.

How can we capture that charisma and put it to work for you, the chiropractor?

I’ve spent the last five years building a brand using YouTube. I’ve seen wild growth and periods of slowness. And I’ve tested many things from flashy thumbnails to keyword targeting.

To be honest, the beginning of 2019 was a slow month for us. We saw our lowest subscribers, viewers, and paid ad revenue sources in the last two years. I think a lot of that has to do with how many chiropractors are in the YT space right now. So we’ve made some significant changes to how we do things, and it’s making a huge difference.

Below are the five latest tested and tuned strategies we’ve used for building an audience on YouTube for chiropractors.

Video Length

After holding a meeting with a leading YouTuber who boasts nearly 500k subscribers, we realized that YouTube is far more inclined to promote and boost longer video uploads. Below are three videos that we posted in May, as of this writing two months ago.

The three videos combined are under 10 minutes long. The views were also quite low, with all three videos unable to eclipse the 2800 mark – and they have been live and active for 6 weeks! All three videos feature great content and treatments, but they are simply not long enough for YouTube to see enough ‘value’ in them to push them into their suggested video engine and video promoting methods.

Let me give my above statement some weight. Below, are two of our more recent uploads. These were posted just a few days ago at the time of this being written.

Both videos have already eclipsed 10k views in just a few short days.

Both videos are far longer than the three above: 28+ minutes and 12+ minutes.

There are also some other changes, including the thumbnail style, which we will get to further down. YouTube makes money from businesses and companies airing their ads. This is, in turn, how Youtubers earn money and revenue. A video that only lasts a few minutes is less valuable to YouTube, and therefore, they will ignore pushing it. The facts are simple and clear to see between these two sets of videos.


This is one that we have really had to work out the hard way and through experience and trial and error more than anything else. We did not have a thumbnail at all for many years until we took on our editor, Luke Strangroom (Chiropractic Solutions Online).

He began by experimenting with many graphics, bold, and colorful efforts. They just seemed a little too tacky and unprofessional. He then went with a half and half thumbnail that consisted of a screengrab from the uploaded video alongside the title of the video.

This then evolved into a stylish, subtle blue strip running along the bottom of the screengrab with brief video description. At some stage, we really were happy with both thumbnails.

However, with some extensive and consistent research, we figured less is more. It is very important to get an attention-grabbing screen grab that can give your video a little more context to go alongside its title.

We always make sure to get the right screen grab and now accompany it with a simple word or two about the video. It is simple yet very effective. Mess around with some of color grading settings on your thumbnail edit and make it look a little sharper and pleasing.

Consistency With Your Channel

I really do believe that a key to our recent ‘bump’ and figures increase is the consistency we have in what we do with our channel. On a good day, we can see up to 30 new comments from our 70k strong subscribers.

We make sure that every person who has taken the time out of their day not only to watch but comment on our content gets a reply. The only exemption to this is if our team deems a comment too abusive/sexual etc. to publish. In the event of this happening, we simply delete the comment.

Replying to comments is just one of the aspects that require consistency. We also schedule our videos to air four times per week and always at the peak time of 10 pm (EST).

This is generally a time where people will either be in or getting ready for their bed. If they have their notification bell turned on, they will be notified about our new upload. Try not to post when people are still at work or when they are sitting down to dinner.

Give your subscribers consistency, and they will respect and come back to the channel for more if they are fully in the know of when the content is being posted.

Give Greater Access To Your Office

For many years we would perform a treatment or exercise video and what you read in the title is what we would get. Of course, there was nothing wrong with that, but we wanted to take things to the next level.

We see a lot of new patients through our doors via social media, mainly YouTube. If we publish a video on arm pain or lower back pain and a YouTube follower in our area searches either of those problems, sure they will see a great treatment video from one of our doctors. But how cool would that be if the potential patient so the amazing video in our office as well?

We have begun to incorporate some extra b-roll footage into our videos. This b- roll can contain anything from our smiling and friendly front desk staff doing their thing, to one of our amazing chiropractic assistants doing some physical therapy work with a patient.

These clips may indeed only cover 20 seconds of the entire video, but the comments and feedback we have received have been extremely positive.

Chiropractic care can be daunting for some people who have never had it. An office full of complete strangers can also be daunting to a shy or reserved person. What can we do to help encourage them to visit our office? Show them what a great environment with amazing staff and people we have here.

A recent comment described watching one of our videos as “feeling like they were right at home,” despite never visiting our office.

Hire An Editor and Videographer

Since 2014, I’ve been shooting video in our office. Often by myself or with the help of a chiropractic assistant. And I can show you the numbers of increased new patients that have happened because we started doing consistent video marketing.

But nothing slows down an office like me calling out to our “cameraman” CA and using them to shoot the video.

On top of all that, I’ve got to edit and upload the videos to YouTube, Facebook, and Instagram. Extra editing for Instagram because you can only do 60-second clips!

The last and best hack I’ve used was to bring on a part-time videographer and outsource all my editing, posting, and commenting.

The videographer was the easy part. I put an ad on craigslist, and I asked all my patients if they knew of a film student in high school or college that wanted some work filming in our office part-time.

Honestly, the referral came faster than craigslist and I had my video guy in 1 week! With some coaching and guidance, they have become automatic in our office.

The editor is a different story altogether.

After my last Q1 meeting with Strategic Coach (a high-level entrepreneur coaching program), I phoned up my editor and told him:

“I don’t know where I’ll be in 5 years, but I want you by my side.”

And all this started 2 years ago when I asked for a follower to create a compilation video for one of our staff members who was going to chiropractic school.

I had several submissions, but this video really stood out. It captured the emotion we had in the office. I asked him to make a couple more for me, and the relationship blossomed from there.

See, all of the hacks I mentioned above are Luke’s ideas. He’s passionate about seeing us grow. And passionate about the experience we create, not creating some hokey chiropractic show on YouTube tugging on peoples necks.

Outsourcing the editing, uploading, and research to grow our channel has been the biggest game-changers for our growth.

If you’re ready to up your game, get in touch with Luke here.

Backing It Up

(See what I did there) These five changes have been monumental in the growth in our channel figures. We are currently sitting on some really encouraging statistics for the last 28 days. Fully green across the board!

Also, check out how well June did compared to the previous five months of the year:

Earning an extra thousand bucks for just doing our job is pretty neat. But it’s not just that. We are seeing more and more new patients via YouTube and Facebook each week. We saw 35 NP in June from YouTube.

I hope you find these strategies helpful in growing your chiropractic YouTube channel.

About the author: Blake E. Kalkstein, DC is the co-founder of ChiroSpark, and partner at Kalkstein Chiropractic, practicing in Baltimore, MD. A proud member of the CSA and FTCA, Dr. Blake is passionate about helping his fellow chiropractors achieve success; however they define it.

The Evolution of the Modern Day Chiropractor

by Dr. Corey Campbell, DC - Vice President - MPI

It’s graduation day and you are excited and maybe a little scared. You have done all that has been asked from the college AND MORE. You have taken weekend classes in DNS, ART, SFMA, FMS, MPI, GRASTON, MCKENZIE, K-TAPE, NKT, etc. You can throw so many letters behind your DC that you need an 8X12 sheet, not a business card. Now what? What do you do with all this, and how do you get people to know how much you know?

Answer: You start with your hands.

But you’re more than your hands…right!? You learned how to adjust and palpate, so why would you start there? We can all do that…you are that and more. You know more than the majority of the profession, so you don’t have to be good with your hands to get people better, and all you have to do is build a model around your intelligence…and those letters…all those letters and certifications.

All of this is true and false all at the same time. Students and new doctors are inundated with a large number of great classes they can attend and certifications that they can achieve. Some classes can teach you how to release muscles, how to be a functional master, how to help disc herniations reduce, how to eliminate trigger points with needles, how to manage a practice, and so on and so on. We (the instructors of the Motion Palpation Institute) have taken a large number of these classes and what we have found is that practice building, sustainability, and the buy-in would never have been there for these other things had we not been really good with our hands first. Students have so many options now that they may not truly understand, respect, or love the art of palpation and adjusting. There is more than enough evidence to support adjusting/manipulation as an effective treatment tool, but most new (and some not so new) DC’s don’t give it much credence or priority. The evidence-based movement will discredit the palpation as a valid diagnostic tool for the joint, but it’s an art, and there are many valid reasons it doesn’t hold up under research studies and trials.


It’s hard, and there is no protocol or algorithm or pictures or numbers and…it’s hard. There are only hours, months, and years of practice in front of you to be good at palpating. You can learn other things quickly, and they have numbers, pictures, and protocols. We get it, and we have done it, and it all has value, and it will help you expand your toolbox. This is important for a profession that prides itself on “thinking outside of the box.” The problem is most don’t have mastery of what is inside the box before they start heading out of it. Inside the box is the joint system, the muscle system, and the CNS. If mastery is attained there first, then you do not need to leave the box… you simply expand its boundaries to fit your ever-expanding skill and knowledge set. Mastery starts by understanding how the joint system works and then being able to assess it through palpation. Of all the examination procedures you incorporate, palpation will be the hardest to master but will give you massive amounts of valuable information, and it will help you connect to the patient in a way that gets them out of the left brain (thinking) and into the right brain (feeling or limbic). It will build confidence in you as a clinician because the better you get at palpating, the better your adjusting becomes because you’ll be on the restriction and you’ll know exactly what plane or axis needs to be affected. Your patient will know he/she is in the right place because they will be able to FEEL the same thing you FEEL and that moves them into the right brain, and that breeds CONFIDENCE and ENTHUSIASM… two things my friend and colleague, Dr. Brett Winchester, says every successful clinician must have.

Does this mean that we don’t use all of the other really good manual therapy techniques out there? No, we use many different techniques and tools in patient treatment, but we let our thorough exam guide us to the set of skills and techniques that will be best employed at that time with that patient. This thorough evaluation allows us to have fun because then we get to use and integrate the techniques and tools that best fit the patient versus the same thing on every patient. We let the exam tell us what to plug in! We let our findings guide our treatment. This frees us from symptoms, forces us to be informed and skillful at other things, and creates an environment of team with you and the patient. The ultimate confidence, however, comes from our ability to assess and treat a patient with our hands. Our palpation skills become a default, much like a great orthopedic surgeon will default to his testing over MRI findings. We will be able to do this is because we have deliberately practiced and continued to try and master that very thing that makes us unique, that very thing that makes us chiropractors…palpation and adjusting.

The father of manual medicine, Karel Lewit, MD once said that “the problem with palpation isn’t its reliability, it’s that people won’t take the time to get good at it.” All joints work along three axes of rotation with 6 degrees of motion (flexion, extension, right and left lateral bending, and right and left rotation) and muscles that attach to this structure can affect those motions. Our job as DC’s is to 1.) Serve our patients with love, respect, and expertise and 2.) Be ABSOLUTE MASTERS of the above system and be able to assess it and treat it based on those findings. The best way to assess the joint system is to be able to palpate the joints and the muscles associated with the kinetic chain. Can you do functional/movement assessment, neurological testing, orthopedic testing, end range loading, and a good history and get that information? No. You can get extremely valuable information from those tests and approaches, and we use all of those in our evaluation, but you can’t get a true view of how joints are or are not working without using your hands…and there is no other way that is superior to palpation…none. Yes, you can get information from functional screening where joint motion may be lacking (step down testing, movement screens, T4 and hip extension testing, etc.) but it will not tell you what axis is restricted or how to treat it…that information comes from your palpation…your hands.

The Motion Palpation Institute(MPI) feels we are at a unique crossroads in our profession. One in which we have so much useful information that we are swimming in information but drowning in application and integration. We also feel that we are on the verge of exploding as a profession that has all of the best in holistic health care options. Chiropractors may very well be the last line of defense for our patients. We are truly the last holistic and drugless direct access to healthcare professionals. We may very well be the last true HEALTH advocates. I personally can say what started out as an interest, became a job, then a career is now a true calling for me.

We feel proud that we are a hands-on profession but are worried that we don’t give our hands enough credence, practice, and respect as diagnostic (palpation) and therapeutic (adjusting, soft tissue work) healing tools. There is no easy way to gain mastery in palpation, but easy never forged greatness. There are no algorithms we can give you to plug in right away. MPI can show you a systematic way to palpate the kinetic chain, and those palpations may lead to more palpations and so on go your hands…putting pieces of the musculoskeletal system puzzle together. We truly feel it’s time we take back pride in our profession and its hands-on the foundation. MPI feels it’s time we once again seek excellence in the skill and the art of palpation, adjusting, and integration (knowledge). It’s time to do away with being a technician and doing the same thing over and over again with no diagnostic reasoning. It’s time to revel in the grind, push our potential, seek mastery in our hands, our minds and our hearts and push the boundaries of our box outward until all our patients and potential patients see what an amazing healing capacity the profession can provide. That time is now and now is your time.

10 Best-Practices For Ranking On Google by Jon Morrison

There is a whole mysterious world out there we call "SEO." You didn't learn about it in school. It's an art and science that's veiled in mystery. SEO is like an underground society that everyone knows about, but no one really knows what goes on at the innermost levels of it.

Google is the king of all search engines (the SE of SEO). We who want to appease the king must play by the rules. The problem is that the king does not tell us all the rules. Its a top-secret algorithm we can only deduce based on observation (and a few crumbs Google leaves for us to follow).

So we are left to guess how to flourish in the strange world of SEO. 

Don’t for a second think you can avoid engaging in this world. If you don't engage, you get punished. Getting punished by Google means you get buried by worse qualified DCs in your area. People searching for a good chiropractor don't find you. They don't get treated by you, and they stay hurt. That’s sad.

What’s also sad, of course, is that you don't get their patient fees either … but probably already knew that part. Then you can’t pay for associates, staff, your lease. It gets real dark, friends.

For the sake of paying your bills and helping new patients flourish, you have to learn how to do SEO well. 

I have several clients who are at the top of a Google search in their city. They get new leads all the time. It’s amazing to see. I’ve learned a few things along the way to getting them there. I pass them all on freely to you today.

One Caveat

I am well aware that there is some shady stuff out there when it comes to getting to the top of Google. Opinions about SEO are plentiful. They're like belly buttons - everyone has one, and some are just ugly. If you take the wrong advice and get caught up in the wrong SEO crowd, you'll suffer eventually. I'm not interested in the shady stuff. Google is smart. They'll figure it out who is trying to cheat the system and then they will hunt them all down and punish their site accordingly.

Tempting as it is, don’t go for the shady stuff. You’ll know what it is when you come across it.

In this post, I want to give you ten of the best and ethical practices for nailing your local listing and climbing higher on Google. 

1. Create Regular, Engaging Content

What can I say about the importance of killer content that Kevin hasn't already? Content is great for establishing your authority. From an SEO perspective, it also gets people to your site. The more they read, the better it does for your ranking. You want people spending time on your site. Google is tracking all that. 

Good content is better than just throwing anything up there. For example, if you see a piece of garbage on the street, it is a piece of trash. If, however, you take a picture of the trash and post it on your site, is it now "content".  Sort of. But it's not great content. 

Keep a regular blog on relevant topics. People will read things that interest and help them with something they’re struggling with. Videos work well too. You can understand why: when people are on your site watching a three-minute video, Google is counting that as time on your website. 

The more time people spend on your site; the more Google knows that you have some quality there, and they will give you a better ranking.

2. Include The Keywords People Are Searching 

It makes sense that if you want to be discovered by people searching with particular words and phrases, you need to have those words and phrases on your site.

What are the best keywords? It's intuitive at first and can get more complicated as you desire. You should have "Chiropractor in (Your City)" both on pages and on page titles. “Stretches for back pain recovery” could be another one. 

If you want to go deeper, use a free tool like Ubersuggest (there are many out there) to find out what keywords people are searching and how competitive it is. It's up to you how you use the keywords. They can be on your home page, the title of your blogs, or in your meta data. I recommend all three. If you don't have those words in and on your site, find a way to put them on there without making them disruptive to the flow of your message.

3. Citations 

Remember junior high? If you don't, you're lucky. If you're like most of us, you're still recovering from this terrible time in our lives. 

The popularity contest is something we never really get over. In junior high, we wanted to be talked about by the cool people. Being popular meant that you got the [right] attention of the important people. The more important they were and the more they liked you, the more your stock rose. 

Google uses that principle in how they rank sites. When big, important and established sites talk about you (link to your page), you are given more "Google points" (my term). If you can't get the important people, it's a numbers game you can play instead. If you have hundreds of sites pointing people to your site, you can win more points. 

You want to get people around the Internet linking to your site. Your listing in the local chamber will give you a link. The Yellow and White Pages will give you a link too. Yelp. RateMyMd...they will all give you a link (at what cost? I sometimes wonder.) Another site you wrote a guest post will give you a link too. There are many ways to build these "citations."

Some of them take a lot of time. You can hire for this or you can do it yourself.  There are services like Legiit or Fiverr that offer to do hundreds of backlinks for you for a decent price. It is all legit and will save you a lot of time.

4. Backlinks within your site

On the topic of citations, a well-organized site has links to other pages within the site. The more people are clicking around your site and not hitting "back" is what you are going for. It makes for a better user experience. If Google is going to send people to your site, they want them to have a good experience (or people will lose trust in Google).

5. Get More Google Reviews 

One of my friends who has sacrificed his life to appease the dark lords of the SEO underworld tells me that having a ton of Google reviews helps your ranking. 

I can hear someone yelling at their screen, "We have ____ number more than all the other DCs, and they are ranking higher than us!" 

I get your frustration. I wish it were as simple as the person with the most reviews wins - but it's not like that. That's why reviews is #5 on my list. No one would deny they're essential, but they are not the silver bullet you wish existed. 

Reviews are an important part of your SEO strategy. Ask patients for honest reviews. You should have at least ten. More than that is always better. Put a sign up in your reception area with some kind of incentive. Respond to them all with gratitude. You won't go wrong doing that. 

6. Put A Google Map on the Contact Page…and in the Footer

I don't know why this is the case, but I’ve read about it all over the Internet and I wouldn’t make a site without it. 

Make sure your website has a Google Map on it somewhere. Google wants you to support Google. They’re a little insecure like that - but who isn’t? They put a lot of work into their mapping software. They are likely rewarding people who are kind to them and embed a map on their website. 

7. Optimize Your Google My Business Listing

Have you ever been searching out a business and seen a "Is this your business?" question? That's someone missing an opportunity to control their Google listing. 

If you haven't already, claim your practice on Google. They'll call you or send a postcard in the mail asking if it really is you running the place. It's that easy. Once you've done that, carefully enter all your contact and service information exactly as it is on your website.

That means your address, phone number, and hours are identical on your website and your GMB listing. This is important because Google doesn't want to look foolish telling people one thing and then have the user experience hurt when it turns out that the information they gave you is false.

Also, don't forget to distinguish your "Service Area" (that's the city or town where you practice so that Google knows that people searching in your area should find you). I cringe to think of how many of my clients were not being found in their city for something as simple as not telling Google, "this is the city I practice in." Thankfully, it’s an easy fix that will give you a boost, most certainly.

8. Optimize For Mobile

This is one of those algorithm factors that Google has told us about. Over 60% and counting of people are browsing on their phones now. In 2015 Google announced that it wants to make sure that all sites look good on mobile. If it does, you will be rewarded. If it's not, you will be punished.

Don't believe me? Here's what Google announced back in 2015:

Make sure your site looks good on a phone. If you're unsure if your website is mobile-friendly, there's a tool ( that can scan its design and give a pass or fail based on Google's criteria.

9. Make Sure Your Server Is Fast

How long will you click on a site and then stare at a blank screen waiting for it to load? 

It depends on how patient you are, I suppose. Some will wait five seconds. Most will wait for only three. Once you get fed up and click "Back" Google makes a note of that. If it happens too many times, because the user experience is negatively affected, Google will punish your site. 

You should have a fast server that gets people your content quickly. You can also make sure your pictures are no more than 500k so that they don't take forever to load. Animations are also notorious for slowing down a site. 

Want to find out how fast your site is? Here's another tool you can use to test your speed:

10. StoryBrand Your Website

You didn't think I would write all this stuff and not talk about StoryBrand, did you? Some say that StoryBrand and SEO do not work well together. I can see their point. We StoryBrand Guides are always trying to get our clients to use less words, and SEO experts are still trying to stuff keywords wherever they can fit it like a fat robber in a donut shop. 

The reason why I think that applying StoryBrand principles to your website is good for your SEO is that it should get people reading your content. We help you target your ideal patient, agitating their pain points, compelling them to read more about how you can be their guide, helping them win their story.

As mentioned, the more people are on your site and clicking around, the better your ranking gets…and that's why I think it's great to use the StoryBrand framework when you are choosing the words and images on your website.

There’s More We Could Talk About

I love geeking out about this stuff but there's only so much I can tell you without getting my name flagged by the SEO mafia. That’s why I write all this on Kevin’s blog and not my own- they’ll never find me! 

I risk my life like this because I know how important good SEO can be for your practice. If you get buried on Google, it will stifle what you are working so hard to grow. In this post, I have given you ten totally ethical, best practices for nailing your local SEO. Do them all and you will be much more ahead of what most are doing. 

I hope it has helped you. That's what I love to do. I love to help the best chiropractors use the best tools to serve their patients better and grow their practice. 

I talk a little more about my passion for combining SEO, StoryBrand messaging and great design in this video here:

You'll notice that I talk about an exciting new tool I have been talking about a lot lately. My team and I have created a website builder that is empowering DCs to build beautiful websites that really work. If you want to nail SEO and create a beautiful site you and your patients will love, check out what we are doing at

Modern Chiropractic Marketing Road Map: Part 1 “The Fuel”

This past February, I spoke at Parker Seminars in Las Vegas, and I unveiled the Modern Chiropractic Marketing Road Map for the first time. It was a culmination of the last few years of working through what the ideal Content Marketing strategy is for Chiropractors.

 I firmly believe following this Road Map is one of the four aspects you need to become proficient to have a thriving practice. Clinical Skill, Business Acumen, and Effective Communication are the other three aspects, and I have written about this in the article “3-Legged Stool of a Thriving Practice”.

This is part 1 of a 4 part series that will breakout the road map.

 The Modern Chiropractic Marketing Road Map

  • The Fuel: Content Marketing Strategy

  • The GPS: Storytelling and Clear Messaging

  • The Vehicle: Distribution of your content that has a clearly defined message to match your clearly defined audience.

  • The Destination: Positioning, Planning, and Producing

Before we dive into the Road Map, I want to discuss positioning briefly. We are all at different points in our careers and have different goals. Getting clear on the positioning you want in your community is instrumental in getting clear on your destination. From there, you can get from where you currently are, to where you want to be, and who you want to serve in your community. Maybe you have already positioned yourself great; now you can leverage a well thought out content marketing strategy to ignite it.

Below are five X Y Axis diagrams that I had drawn up based on a Seth Godin lesson I had watched. He discussed the X Y Axis of positioning for different types of chocolate bars, and it was fascinating. From there, I did this exercise for my practice, and these are the 4 I came up with, and then also one on Communication I had drawn up a few years ago from the help of Dr. George Birnbach.


You should draw up the X Y Axis of positioning that you want for your practice. What niche and who is your clearly defined audience?

 Next, you will need to optimize your communication so that you are Bold and Knowledgeable. This will permeate all aspects of your practice from clinical, business, and marketing.


Now that we are clear on our positioning, and where we want to go, let’s discuss the first  component of the Road Map.

 The Fuel: Content Marketing

 In my humble, but accurate opinion, content marketing is the ideal marketing strategy for Chiropractors. Too many chiropractors are relying on one-off campaigns and tactics only to try to stimulate quick results. This is a sugar high for your practice and doesn’t build a predictable and sustainable patient flow. Content marketing should be the foundation of your marketing that you can sprinkle in campaigns and tactics for a well-rounded marketing plan.

 What is Content Marketing?

"Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action."

    - Joe Pollizi

Invisible Marketing

 What I like about content marketing for doctors the most, is that it is essentially “Invisible Marketing.” You are a doctor, not a marketer. You can be a doctor who has a great marketing strategy. The below video is about John Deere and the invisible marketing they have done for over one-hundred years. One of the key takeaways from this video is: “People don’t’ like being marketed to”.

Epic Content Marketing

 In his book, Epic Content Marketing, Joe Pollizi discusses the fundamentals of Content Marketing and his 6 Principles of Epic Content Marketing, which reads as follows:

  • Fill a Need: Your content should answer some unmet need of or question for your customer. It needs to be useful in some way to the customer, over and above what you can offer as a product or service.

  •  Be Consistent: The great hallmark of a successful publisher is consistency. Whether you subscribe to a monthly magazine or daily e-mail newsletter, the content needs to be always delivered on time and as expected. This is where so many companies fall down. Whatever you commit to in your content marketing, you must consistently deliver.

  •  Be Human: The benefits of not being a journalistic entity is that you have nothing to hold you back from being, well, you. Find what your voice is and share it. If your company’s story is all about humor, share that. If it’s a bit sarcastic, that’s okay too.

  •  Have a Point of View: This is not encyclopedia content. You are not giving a history report. Don’t be afraid to take sides on matters that can position you and your company as an expert.

  •  Avoid "Sales Speak": When we at Content Marketing Institute create a piece of content that is solely about us rather than for an educational purpose, it only garners 25 percent of the regular amount of page views and social shares. The more you talk about yourself, the less people will value your content.

  •  Be best of breed: Although you might not be able to reach it at the very beginning, the goal for your content ultimately is to be best of breed. This means that , for your content niche, what you are distributing is the very best of what is found and is available. If you expect your customers to spend time with your content, you must deliver them amazing value.

Content Marketing throughout the patient life cycle

 I discuss the topic of the before, during, and after units of marketing frequently. I first learned about it from Dean Jackson, and I have done a lot of work translating it into chiropractic marketing and the patient life cycle.

 Historically, chiropractors have only focused on new patient marketing and unfortunately have forgotten about the during and after units of marketing. We all know how important new patient marketing is for your practice, but if you optimize the during and after units, you will notice three practice building occurrences:

1)     More new patients because past patients getting your content will refer people to you more often since you are top of mind. Also, patients coming in during their treatment plan who are having a better experience are more likely to refer friends and family during that period of time.

2)     Patient retention will improve if the patient experience is optimal. That is a fact and often overlooked.

3)     Patient reactivations will increase since you are consistently communicating with past patients, and you will stay top of mind. It is shocking how quickly past patients will forget about you if they do not see your valuable content.

 Before Unit: New Patient Marketing

Ex. FB Ads campaign compelling them to visit your website and call your office.

 During Unit: From the time a person contacts your office until the end of their treatment plan, or whenever they discontinue care.

Ex. New Patient email autoresponder dripping them a few useful emails after their first visit in your office.

After Unit: After the patient is no longer coming in for care or on your schedule

Ex. Top of mind awareness created by weekly emails with valuable content. 

Creating, Curating, Repurposing

 To be able to consistently deliver valuable content to your community, and treat patients, run your business, and have any semblance of personal life, you must utilize these 3 strategies in your content marketing.

1)      Content Creation: This has the most valuable and is the backbone of an effective strategy.

2)      Curating Content: There are many great content creators out there that publish topics that are congruent with your practice. You can share that information through the distribution channels we discuss below. This will help spread your clearly defined message.

3)      Re-purposing: You can re-purpose content that you create and curate. Below is an info graphic where I turn one blog and one video into a months’ worth of content via re-purposing.


Owned vs. Rented Land

One mistake many marketers and business owners make is building their content strategy on rented properties only. Social Media platforms can change the game on you quickly. Some influencers who built their audience on Vine back in the day lost their entire audience.

You want to build your base on owned properties and also utilize rented properties to have a well-rounded approach. Examples of owned properties are your website, email list, and mailing list. Rented properties would be Facebook, Instagram, and YouTube. I firmly believe your website should be the hub of your marketing and should be a robust content platform that is also compelling in your messaging.

The 3 Things To Start Your Marketing Strategy

I am going to touch on the Top 3 marketing initiatives I think you should start with to get up and running.

  1. Website

  2. Facebook

    1. Ads

    2. Boosted Posts

  3. Current Patient Marketing

Today I will breakdown the lowest hanging fruit in my opinion, and that is current patient marketing. It is always easier and more affordable to market to your existing patients/clients than it is trying to get new ones. That statement isn’t meant to lessen the importance of new patients by any means.

Dan Kennedy uses a great analogy that he calls “putting a fence around your cattle”. The cattle being your patients and the fence being your marketing efforts. Crude analogy I know, but perfect. You want to surround your audience (patients) with valuable content that educates them and keeps you and your practice at the top of their head. You would be surprised how many patients forget about you because they have felt good for a year or so. You want them to think of you right away if they get some pain or if their co-worker, friend or family member complains to them about something. That is the goal of the consistent patient education the through a few different aspects. There are more options but I will focus on these three things you should implement right away.

  1. Email Marketing

  2. Facebook Biz Page Retargeting

  3. Direct Mail: Monthly Newsletters, Thank You Referrals, Birthday cards, etc.

I implemented education-based emails to my patient list about a year ago and I saw a considerable increase in re-activation patients. I email my patients 1-2 per week and I make sure to send them value based emails that are meant to educate them, not sell them. I would say we send out 6-8 emails of education for every 1 email offering them something. We don’t want to spam their email with all offers. They will disengage and unsubscribe. Next week I will break down email ideas that make them more effective and higher open rates. The open rates are not what they used to be, but when I send to my list of 3,000, I usually get 400-500 people who open them. If I told you that you could get some info in front of 500 people at no cost at all, you would take that right?

Facebook is another great way to get information in front of your audience. Facebook retargeting offers two great ways to such. One is the ability to enter you email list into Facebook and if that person uses that email address for their Facebook account, you can then send posts that only those people see. So, if your email list of 3,000 gets uploaded into Facebook, maybe 2000 of those have accounts linked to that email address. You then run an educational post directly to those 2000 people.

The other aspect is putting a Facebook pixel on your website so that anyone who visits your website will then start receiving Facebook ads that you develop. Every wonder why when you visit Macy’ you start getting Macy’s ads? That’s what they are doing. We can dive into this further on the comments section.

Lastly, direct mail is a great way to send information to your current patient list. I personally send a nice Newsletter ( I will upload) each month to about 1000 patients of mine who have been in our office over the last 1-2 years. We also send monthly birthday cards, thank you letters for patients who refer a patient, and welcome letters to our new patients. The welcome letter we developed was with the help of Strategic Coach and I will also attach that as a file onto here.

We can dive into this further if you have any questions or ideas that may have spawned from this little brains storming session.

The HARSH reality of Health Insurance and Chiropractic Care

The continued decision whether to be in or out of network is increasingly becoming more difficult due to the ever-changing environment of health insurance. The modern insurance arena is getting worse, not better, and as modern chiropractors, we need to adjust on the fly, pardon the pun.

In my private practice, we continue to stick with the insurances that still are somewhat fair to us, but that has left us with only a couple that we can afford to be in-network with and provide our level of care that our patients deserve and expect. We have a few insurance companies that max at a $40 office visit.

Health insurance companies are forcing Chiropractors between a rock and a hard place. Many Chiropractors have had to choose only to provide care that the insurance company pays for, which isn’t much. And many times, the chiropractic adjustment is the only thing they will reimburse.

In our practice, we do a lot more than just adjust our patients. The adjustment is important, but not the end all be all too fixing your pain and injuries in many instances. Don’t get me wrong, for some of our patients; the adjustment is all they need and gets wonderful results. But many need more to get quick and effective results. And the bottom line is, results are what matters most.

To give you a brief history of Health Insurance and Chiropractic (and many other medical fields), the reimbursement has been slashed by considerable amounts. For instance, let’s take the year 2000. A
total office visit reimbursement used to be about twice as much as it is today, with the patient having a very small copay and the insurance paying the rest. Fast forward to now, Insurance companies are reimbursing Chiropractors (and many other doctors) half of what they used to and now putting the majority of the burden on the patient.

So not only has the total reimbursement been cut in half, the insurance company is putting the vast majority of the bill on the patient. What the result has come in most Chiropractic offices is a lower level of treatment and more out of pocket cost to you, and for lesser care! It is a frustrating and vicious cycle that has occurred. Again, this isn’t limited to just Chiropractors.

In light of the ever-changing (not for the better) insurance environment, we continue to attempt to provide our patients with the most VALUE for their care. Our Doctors have spent a lot of time and money being certified in Active Release Techniques, Graston Technique, sports rehab modalities and more. I know many other Chiropractors that are investing heavily in their post-graduate education as well.

We have made the EASY decision not to bend under the immense pressure of insurance companies and lower our standard of treatment given to our patients. We have made the decision that we will continue to offer the best conservative care available to our patients.

We completely understand that cost of healthcare is always an important decision for our patients. We all have to make those same decisions in our personal healthcare too. That is why we are striving to always offer the most VALUE for their care. We can’t control the COST because unfortunately, the insurance companies control that. But we can control the Value of care patients receive out our office.

So, to wrap up this little “rant,” we want to assure our patients that we are continuing to find the best and latest methods of musculoskeletal care to get you feeling better the fastest possible way. Therefore, the value of your care will be high and ultimately allow you to save money in the short, medium
and long term. It’s on you as the provider to communicate the value you are providing, which isn’t always the easiest thing to accomplish.

That is the key in the new healthcare environment.

3 Modern Marketing Initiatives

With the overarching theme of The Modern Chiropractic Marketing Group being modern marketing for the chiropractor, I wanted to go into some detail about a 3 phase marketing initiative we are implementing for our corporate chiropractic and ergonomics business. To give a little background on our company, we launched our first on-site chiropractic office at ADT Security in Boca Raton, FL in 2011. From there we have grown up to 5 on-site clinics in companies such as ADT, Tyco, and Royal Caribbean.

We then started to introduce ergonomics to companies once all of our doctors got fully ergonomics certified (Certified Ergonomics Assessment Specialist). Two of the main issues we saw in the ergonomics space was that it was too expensive for companies and hard to reach all of a particular companies locations. Many of these large corporations have multiple locations globally. We wanted to find a solution for this need.

With our goal of a company being to add more on-site chiropractic locations and sell our office ergonomics, we knew we had to leverage technology to position our company as the expert in these fields. We have a lot of work ahead of us, and we are a small player in the industry at this point.

Our three-fold plan to position us as the expert has been to develop and grow our content platforms that include a Ergonomics eLearning Center, E-Book (The Desk Jockey Manifesto) and our Podcast (The Modern Desk Jockey) which launches August 3rd.

These three marketing tools will be both to help our business-to-consumer and business-to-business outreach. We figure that if we can position ourselves as the expert in office/corporate worker's health, not only will companies be more inclined to purchase our digital ergonomics product and on-site chiropractic, but will also position us nicely in our local community. This will inherently draw patients to our Boca Raton and Miami offices.

There is no doubt that it is taking a lot of work from our doctors to make all of this content, but it is also allowing us to re-purpose some of the content and send out informative emails, social media posts, and our direct mail newsletter to name a few.  When we develop a video for the eLearning center, we also post it. When we finished our 85-page E-Book, we have taken topics and concepts from the book and spread it around. Once we launch the podcast, I will be able to email, and social media share each episode to our audience. In my opinion, it is a total win-win.

This is a prime example of leveraging modern technology to increase your education-based marketing to share your message.  I also want to share our initiative with the group this week too. I will be posting our E-Book as a file to this group, as well as posting a free code to our eLearning Center for you to access.  I just ask that you don't share it outside of this group since everyone else will have to purchase these products.  I thank you in advance for agreeing to my request.

As you can see, there are many options that modern technology is allowing us as Chiropractors to think outside the box to compete in this arena of healthcare that keeps on getting harder and harder. Don't let insurance companies and excessive amounts of chiropractors stand in your way of succeeding and thriving.  As the meme that I posted a few days ago says, "You are Confined only by the Walls you Build Yourself."

Creating Chiropractic Funnels

Below is a marketing funnel that Alex Wasserman developed for those suffering from auto injuries, and I wanted to breakdown what an effective and educational funnel is for the chiropractor. The purpose of the “funnel” is to get a person into the funnel and come out the other end as a patient, so to speak. In other industries, you hope they potentially buy a product that is for sale. That is why you will hear the term sales funnel many times.

The end goal of the chiropractic funnel, in my honest opinion, is to be an educational experience for the person and a new patient generator for the chiropractor. By providing complimentary value by you on a continuous basis they will consider you the expert for all of their healthcare needs. It may be immediately, or it may be a year from inception, but more than likely if you provide them with continual education they will become a patient.

Funnels can come in different shapes and sizes, so I will detail what Alex and I put together recently.

We haven’t launched the funnel yet, and would greatly appreciate you going thru our funnel by signing up and letting us know how we can improve it. We will remove you from our email list once you get the 4 email sequence from us.

Our funnel works like this. We start with a Facebook ad that we will hyper-target terms such as auto accident, automobile injury, personal injury attorney, whiplash, neck pain car accident, etc. We will use a Facebook approved image of a mild auto collision. Then use effective and Facebook approved headline.

The goal is for them to click on the add to learn more and that will take them to our landing page that we developed specifically for this funnel. Once they get to the value packed landing page, we want to educate them with classy and informative videos, articles and documents. The landing page has 3 main goals of educate, capture their email address, and/or have them call the office immediately. There are many companies such as leadpages, click funnels or optimize press for easy to design landing pages. These are separate from your chiropractic website.

The next component of the funnel is the email automation that the person will receive once they fill out their name and email address to get whatever valuable piece of information you are offering them. In our email capture, we are offering one of three things. A self-functional assessment, consumer awareness guide, and/or free consultation. We are just asking them for their first name and email address, that is it. You want the barrier of entry to be as low as possible.

If they request either the self-assessment or consumer awareness guide, they immediately get both in an email sent to them. The can download the PDFs right in that email. Then on day 2, they get an email with 3 articles that are valuable to them. Day 3 they get a case study of a fictional patient that was seen in our office for care of an auto accident injury. Then on day 5 they get the final email of the automation which is offering and encouraging them to take advantage of a free in person or over the phone consultation with one of our doctors. After they get that last email, they then are placed in our regular email list and will continue to get two emails per week that all of our patients get. We will break down email basics at a later date as well.

I encourage you to develop funnels for topics such as back pain, neck pain, sports injuries, the desk worker, etc, etc. The topics should be congruent with what you offer and can provide valuable information for the potential patient. In our office, we deal mainly with sports injuries, but we do a great job of treating auto patients like all of our other patients and not like a personal injury mill. We feel that we can provide potential patients with a resource that will help them immediately and in the long-term, even if it is just educating them with our emails.

Let’s take this week to hammer out some of the best practices for chiropractic funnels and by picking apart our auto funnel, we may all learn. I know ours needs some work, but I think we are on the right path. One of the key aspects undoubtedly will be to have a great Facebook ad to get them to the page.

Auto Accident & Personal Injury Care

The Exponential Power of The Mastermind

This weekend I was lucky enough to be one of twenty selected to attend a mastermind group in Puerto Rico that featured John Lee Dumas (JLD) and his lovely sidekick Kate Erickson. If you aren’t familiar with JLD, he is of Entrepreneur on Fire podcast fame, and over the last five years has developed a multi-million-dollar business off of his podcast. He’s a truly dynamic individual and has endless amounts of insights and passion. I felt like I grew as a person just from hanging out with him for the weekend.

One question I asked him, and will stick with me forever on my journey was, “JLD, how do you deal with your haters and subtractors?”

His response was to the point, and with no mixed words. He explained that he refuses to get into a back and forth with them, and knows that the real issue is with that person not being happy with who they are, and hold an unfounded anger towards those who are pursuing their dreams and passions. I am paraphrasing there, but it was a great insight to an all too common issue. I asked this particular question of him because I know in my three years of following him on his podcast and social media, he is not scared whatsoever to pursue greatness. Too many of us are scared to pursue greatness, and frankly, that is not the way I want to live the rest of my life.


Now back to this mastermind concept, Puerto Rico Mastermind to be exact. This group was the vision and creation of Dr. Mark Wade and Dr. Krista Burns of The American Posture Institute. Not only did they provide a great setting, concept and featured presenter (JLD), but they were amazing wealth’s of knowledge regarding developing a business that provides tons of value for Chiropractic, and how to grow the business strategically.

I have been practicing now for 11 years, and over the past 4, I have made masterminds an integral part of my growth as a doctor and business owner. Many doctors believe it is not worthwhile to try to understand and learn how to grow and develop a business or obtain proper marketing strategies to help grow their practice. This thought process couldn’t be more damaging to the health and growth of a Chiropractors business. I hope presently and in the continued future I can do my part in dispelling the myth that you can’t be both a “good doctor” and a good business owner. I made this realization about five years ago and subsequently set forth on my journey.

In the past four years, I have been a member of Strategic Coach, which is an entrepreneurial coaching group, not specific to Chiropractic. I also attended the Chiropractic Freedom thru Marketing Group in San Francisco, CA with Ben Altadonna, which was four sessions of small group settings where we developed marketing strategies to enhance our practices. Last year I attended the Content Marketing World (CMW) event, which wasn’t a mastermind per se. CMW is the top conference on content marketing, which is my passion within marketing.


My latest learning environment that I have been developing is the closed Facebook group I developed called The Modern Chiropractic Marketing Group which is, to date, a 350 member “think tank” of chiropractors and select marketing folks all bouncing around ideas to grow their practice. This is a “digital mastermind” if you will, and it has been helpful for many to date. I am excited to keep being a steward for this group, and bringing in more and greater people to grow our marketing chops.

So what makes a Mastermind so great?

In my humble, but accurate opinion, there are two key aspects of what makes a Mastermind optimal, and so amazingly effective. First, you need a good leader(s) of the group to facilitate the information and knowledge. The PR Mastermind being led by Dr. Mark and Dr. Krista and having JLD and Kate as presenters, was first class all the way. This group had some of the top minds in the field of chiropractic and marketing in the world. We had folks from Australia, UK, Netherlands, and throughout the U.S. in attendance. Which leads me into key aspect number two, the Mastermind is only as good as the collective group in the Mastermind because that is where the huge value lies. The best part of Masterminds is the networking and idea sharing that goes on during and after the sessions, plain and simple.

As the saying goes, if you are the smartest person in the room, you are in the wrong room! This Mastermind had 5 of the top marketers in the Chiropractic profession, a top social media expert from the UK, a dominant duo in the Virtual Summit space, and many others doing BIG things. I left the weekend with my mind blown and even more prepared to level up in 2017 and beyond.

To wrap this written love fest up, I have one piece of advice for you moving forward. If you aren’t in a Mastermind, never been in one, or had not desire to be a mastermind, please reconsider! Even if it is a small group in your city or town or a digital/teleconference version, please be active in idea sharing and growing. Please find what passion you have, and find or develop a Mastermind around that, and be active.


Keep leveling up!

Become the Corporate Chiropractor in Your Town (Part 2): Comprehensive Marketing Strategy

In part one of Becoming the Corporate Chiropractor in Your Town, we made a business case for the concept of providing On-Site Chiropractic at local corporations. In this follow-up discussion, we want to compel you to implement marketing strategies that will position yourself as the expert in corporate chiropractic. Not only will this increase your likelihood of acquiring on-site care contracts with companies, but will position your practice as the place to go for pain and injuries for desk workers and physical laborers. This combination of on-site and referral generation to your practice provides a diversified approach to growing your practice.

A comprehensive approach to becoming “The Corporate Chiropractor” in your town will provide you opportunities to work with corporations and their employees in the following aspects:

  • On-Site Chiropractic

  • Referrals to your private practice

  • Compensated ergonomics contracts

  • Health Talks

  • Health Fairs

  • Webinars

In regards to ergonomics contracts, I do recommend pursuing a certification in ergonomics. For myself and my team of doctors, we received our Certified Ergonomics Assessment Specialist and Physical Demands Analysis certifications from The Back School. This education has provided us with the knowledge to assess, solve and report for office workers and physical laborers effectively.   There are other options out there, and I recommend doing your due diligence.

Two common marketing principles that will help tell your story and provide new patients and corporate leads are Content Marketing and Direct Response Marketing. As Joe Pulizzi of Content Marketing Institute states, “Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience- and, ultimately, to drive profitable customer action.

The second type of marketing, Direct Response Marketing is marketing that elicits a specific, measured response resulting from a consumer’s direct response to a marketer. Direct Response Marketing facilitates the delivery of a call to action and outcome via direct or online interaction for immediate feedback and response.

The key factor in your marketing in both principles is what I call the 3E’s of Marketing: Ethical, Educational, and Elegant. You must provide value in your marketing that builds trust with your community and corporations, not revert to spammy or unfounded information that is without merit. We see that all too often in healthcare or marketing in general, and it will negatively affect your practice in the long term.

Here is a short example of utilizing 3E marketing that also positions yourself nicely with both the potential patient and corporation. Figures 1-3 of the OptumHealth whitepaper I mentioned in part one of our series (OptumHealth,  Conservative Spine Care: The State of the Marketplace and Opportunities for Improvement) reveals research that supports your business case as the most affordable and effective healthcare option for musculoskeletal conditions.

Figure 1: An analysis of internal data- OptumHealth Client Data, 2011- Found the treatment of orthopedic conditions is the top cost category at 17%.

Figure 2: More than 80% of spine costs are associated with non-surgical treatments.

Figure 3: Cost efficiency favors a care pathway that begins with a patient consulting a Chiropractor. Total Episode Cost by Entry Point was $631 for Chiropractic. (See research article for other provider’s costs)

To interpret these 3 Figures discussed in the whitepaper into a consumable manner would be to write an article, post, email, video, and presentation distilling out the main findings. Simply stated, treatment of orthopedic, aka, musculoskeletal conditions are the top cost category, and that of all spine-related conditions, 80% are with a non-surgical intervention. Throw in research from Loeppke, R. JOEM, 2009 that Neck and Back Pain are the second costliest medical and pharmaceutical Health Cost Estimate Per 1000 Full-Time Equivalent Employees and you can now see now well positioned we are in this arena.

To then put the final touches on our value to the healthcare system and employer, you can refer to figure 3 of the Optum white paper that reveals we as chiropractors are the most cost affordable intervention for the treatment of conservative spine care.

Lastly, it is always a wise decision to have a testimonial secure your position in the marketplace. Here is a testimonial I uncovered during my endless research on corporate chiropractic:

According to Katelyn Johnson, Integrated Health Manager, Cisco. “At Cisco’s LifeConnections’ Health Center, having doctors of chiropractic working closely with the medical team has helped reduce our musculoskeletal spend, and patients consistently give high patient satisfaction scores. The integrated care team of chiropractors, acupuncturists, and physical therapists is critical to achieving our Patient Centered Medical Home model.”

So how do we get great messages and research out like the above? I like to break down our corporate chiropractic marketing strategy into 3 phases.

  • The Before Unit: New Patient Marketing

  • The During Unit: From Initial Phone call to end of treatment plan

  • The After Unit: After Treatment Plan

You can also take this concept and apply it to marketing to corporations for getting on-site, doing health talks or providing services during health fairs. The concept is the same, just the details of your marketing strategy would differ. I am going to discuss some strategies that will help you attract corporate employees and also position yourself well as the expert in your area that will potentially lead to corporate opportunities.

Before Unit Marketing Strategies

  • Turn your website into a content platform: Most websites are just digital business cards. You want to have an articles/blog section and your YouTube feed on your site with continually updated content.

  • Google: Total Web Presence: Google ranks you higher for valuable content, and if your website consists of great articles and videos as described above, you will be found much easier on Google. Keep in mind, Google owns YouTube and ranks valuable YouTube videos highly.

  • Facebook Targeting: FB ads and boosted posts allow you to hyper-target many demographics. For instance, if Company XYZ is located in your area and has 500 employees, you could run an FB post or ad with desk sitting content and target only employees who work at XYZ Company. That is hitting your target market!

During Unit Marketing Strategies

  • Patient Communication: You should be talking about effective ways to combat the ill-effects of sitting at your desk sitting patients during their course of care with you and your team. If they happen to work for a local corporation or are part of the HR, Wellness or Health & Safety departments, discuss with them on how you can help.

  • Patient Outcomes: Getting patients feeling better is the best marketing you can ever do! So do your best to resolve their conditions. This should go without saying of course.

After Unit Marketing Strategies

  • Email Marketing: 1-2 educational emails per week to your patient base is a great way to stay in communication with them consistently. The goal of after unit marketing is always to stay top of mind with your past patients. Did you know you can also upload your email list into a Facebook audience and only target them with great content?

  • Direct Mail Newsletters: A nicely designed mailed newsletter is a great way to keep in the front of your patient base’s mind. So when they or their co-worker complains of an ailment, they think of you first!

These are just a few strategies under each category that can be implemented, but if you start here, you will be well no your way to positioning yourself as the corporate chiropractor in your community. The key is continuity of your message meshed with consistency. If you implemented this comprehensive approach, you will not only drive new patients to your main practice but also be sought out by local businesses to help them alleviate their healthcare concerns for their employees.

Become the Corporate Chiropractor in Your Town

It was five years ago, and I had just opened up my new office in Boca Raton, FL and a recent patient of mine walked in with a big set of floor plans. Keep in mind; I had tried for three years before cracking the code of getting “on-site” at some local corporations without much success. However, today was my lucky day. The floor plans she possessed were of the elaborate Main Street inside of the new ADT Security Headquarters a mile down the road from my office.

As she opened up the floor plans of Main Street, it was apparent they were going big with their corporate wellness. Picture this cobblestone street lined with different types of stores, services, amenities and palm trees inside of a very large office building. On Main Street was going to be a Starbucks, Fitness Center, Salon, Tech Shop, Primary Care Physician, Massage Therapy and a Chiropractic office. Sign me up I excitedly announced!

Fast forward to today, and we have learned a lot about corporate wellness and how the Chiropractor can integrate themselves into this ever expanding health and wellness field for the corporations and the desk worker. We have expanded our reach into multiple corporations in South Florida and have also developed a digital platform Office Ergonomics Initiative that has been implemented in two large corporations since its inception three months ago.

I want to challenge us as a profession to look outside the box when it pertains to Chiropractic’s role in the corporate wellness movement, or we will get left behind. Traditionally the Chiropractor has participated in health fairs, spinal screenings, and lunch and learned at corporations. Those are fabulous outreach options, but it always ended there. However, as the research starts to reveal our effectiveness and affordability (Optum Health Study “Conservative Spine Care: The State of the Marketplace and Opportunities for Improvement”), we need to integrate ourselves more into the corporate setting.

Too often as Chiropractors, we limit ourselves and fail to think outside the box or have a big vision of what we can do for our practice and the community. The harsh reality of this particular community, the corporate world, is that it is in dire need of health and wellness improvement for the desk workers who are suffering from chronic health issues.

There is a considerable trend towards on-site health services for large corporations, and Chiropractic sees an increasing role in this movement. We have developed on-site Chiropractic clinics at ADT, Tyco, Royal Caribbean, UPM, and The Fiur Organization in South Florida with plans for expansion shortly. On-site chiropractic can be implemented in many different scenarios, based on the companies needs and set-up.

The ideal situation is to have a contracted hourly rate that you charge the employer for the set amount of time you are at the corporation treating the employees. This has many benefits for the company and the chiropractor. First, employee utilization is increased which increases the results of the employee and the return on investment of the company. The December 2010 issue of The Harvard Business Review: “What’s the Hard Return on Employee Wellness Program” reveals a 6:1 ROI, which is a huge win for corporations that successfully implement wellness. Utilization is the key for a successful wellness program of any type.

Secondly, an hourly contracted rate helps your cash flow stream from a source other than the private health insurances. As we all know, insurance reimbursement is getting worse by the year, not better. Diversification of your revenue streams, with low overhead options like on-site care, is instrumental in protecting the long-term health of your business. And yes, your practice is a business, and it needs to be protected.

Lastly, if you can negotiate an hourly contracted rate from the company, it doesn’t matter how big or small the company is since you will be compensated for your time and efforts. Based on the company’s size and budget, you will coordinate the amount of days and hours per week you would be on-site. We have some locations where we are there one time per week for a 2-hour block of time, and others where we are there for three days a week for 4-hour blocks of time each day.

Another option for the on-site care for larger companies is to be in-network with the employee’s insurance plans and bill the insurance and charge the employee the copay. I only recommend this for companies with 300 employees or more and with good insurance benefits. Some in-network plans have large deductibles and high copays which essentially make them akin to cash patients. Utilization in these situations can be low and not worth your time and efforts. We always perform a company needs analysis and audit before presenting our optimal plan for them. This is key to making it a mutually beneficial situation for the chiropractor, employer, and employee. Without all three of those variable working harmoniously, it may be a fruitless effort.

Some of the variables that you need to consider when implementing on-site Chiropractic care at a corporation are the following:

  • You should always negotiate rent-free space. This may be a treatment room with a full-set up, or a space somewhere discrete with a portable table and laptop. There should be extremely minimal overhead.

  • How many employees are on-site?

  • What insurance plans do the employees have?

  • How many days and hours per week are ideal for on-site care

  • What other healthcare services are on-site?

  • Make sure to have proper liability insurance and city/county occupational licenses

  • Add the location to your malpractice insurance.

  • Have a detailed internal marketing strategy to education the employees of the benefits of Chiropractic care.

  • How far is the corporation from your main office?

  • Will it be you, an associate or independent contractor who will be on-site?

These are most, but not all of the variables, but will lead you down the right path when assessing the viability of an on-site chiropractic clinic at a corporation. As Chiropractors, we are positioned well to help with the health and wellness of the desk worker and decreased the healthcare costs for the employer. This is still a cutting-edge concept and many barriers to work through to achieve a large footprint in this arena. Does the company believe in the ROI of on-site care in general? And if so, do they think Chiropractic is the right option for them? These are the hurdles you need to be prepared to jump when sitting at the table with the wellness director, facilities manager or CEO/COO of a company. Make sure you are prepared for that patient of yours that walks in with a unique opportunity such as on-site care. Lastly, I recommend having discussions with your patients who work for these local corporations and maybe they can get your foot in the door. That has been a valuable tactic for our developing corporate business.

Making the Business Case for On-Site Chiropractic at Corporations

As the popularity grows for on-site solutions for the continual deterioration of employee health, there remain considerable hurdles in securing on-site chiropractic agreements with corporations. The first hurdle is the myriad of wellness-based companies vying for the corporation’s budget dollars. Corporate wellness has many faces and can include anything from health screenings of blood pressure, cholesterol, to fitness centers on-site, and online wellness portals. In this morose of offerings, how does on-site care rise above the rest and gain traction within the corporate arena?

If you leap over this first hurdle, the next hurdle is the company choosing Chiropractic as an on-site option. I have had many discussions with companies who have said Chiropractic was not something they were considering, and instead implemented massage, physical therapy or primary care services. It is frustrating, but the reality and being prepared for it will better serve you.

If you have successfully cleared that second hurdle, how do you make the business case to the company to pay you directly for your services? If the company isn’t willing to directly compensate for your services, are there enough employees on-site and are you in-network with their insurance to justify you billing insurance and collecting the co-pay from the employee?

There are many variables to consider when discussing on-site chiropractic care, and that is why we always utilize our On-Site Company Audit to determine a win-win scenario. In this article, I will attempt to make the best business case for why companies should be willing to directly compensate chiropractors for on-site services.

Why are companies concerned about healthcare and why employees should too?

As the Figure below reveals, Health Insurance Premiums and Worker’s Contributions to those premiums are skyrocketing, whereas the Worker’s Earnings and Overall Inflation are considerably lower. From 1999-2013, Health Insurance Premiums have increased 196% and Worker’s Contribution 182%. Compared to 50% and 40%, Worker’s Earnings and Overall Inflation respectively have not kept pace.  This is not only costing the employer considerably more but also the individual employee. This is a staggering inequity!


As you can see in the next figure below, Reducing Healthcare or Insurance Premium costs is the number 1 priority for companies in the United States. How can they achieve this? That is the holy grail.


Key Takeaway #1: Reducing Healthcare Costs and Health Insurance Premiums is vital to the corporation’s bottom line and a key focus of their cost saving efforts.

What are the real costs of an unhealthy workforce?

In the next two figures that follow, This particular study reveals the cost for certain conditions per Full-Time Equivalents (FTEs) employees. The first graph takes into consideration Medical, and Pharmaceutical costs annually for individuals with these conditions. As you can see, Back/Neck and Other Chronic Pain are number 2 and 3 costliest conditions. In the follow-up graph, figure 4, when Absenteeism and Presenteeism are factored in, the costs for these conditions increase considerably. Absenteeism is when an employee misses work due to health-related issues. Presenteeism is when the employee is physically at work, but due to the effects of health conditions, are not performing optimally, and therefore their work isn’t to standard.


Sadly enough, poor health is costing employers $576 billion a year. 40% on Medical and Pharmacy, 40% on Lost Productivity, and 20% on Wage Replacement. Don’t you think we are Chiropractors could reduce these numbers?


Key Takeaway #2: Back, Neck and Other Chronic Conditions are top cost conditions that employees are suffering from and it costs $576 Billion per year.

What is the top cost category of medical expense distribution?

Below in the 2011 OptumHealth Client Data study, they found that the treatment of orthopedic conditions is the top cost category coming it at 17% of medical expenses. This study now positions musculoskeletal conditions as the largest cost to OptumHealth’s insured. Being able to mitigate these orthopedic costs will be instrumental in reducing health insurance costs and premiums.


Key Takeaway #3: Orthopedic/Musculoskeletal conditions are the highest distribution of medical expenses based on OptumHealth Client data of 2011.


Distribution of Orthopedic Expense


In the same 2011 OptumHealth study, it revealed that spinal care is the top orthopedic expense and 80% of those spine related conditions are non-surgical. Keep these two points in mind as you read on further.


Key Takeaway #4: Spine Care is the largest musculoskeletal condition cost, and 80% of those conditions are non-surgical conditions. Non-surgical spine conditions are the bread and butter of Chiropractic care.



What is the ROI of an Effective Workplace Wellness Program?

From the Harvard Business Review, December 2010: What’s the Hard Return on Employee Wellness Programs? The Date shows that the ROI on a comprehensive, well-run employee wellness program can be as high as 6 to 1.

In this same study, it laid out the 6 Pillars to achieve this 6 to 1 Return On Investment. If you are going to obtain an On-Site Chiropractic clinic, you will want to make sure the program you are offering is collaborative with the company and the 6 Pillars are implemented. Otherwise, the ROI of your on-site care may not be realized.


Key Takeaway #5: Harvard Business Review Study reveals a 6:1 Return On Investment with an Effective Workplace Wellness Program

Making the case for Chiropractic Care as the First Encounter


Data from OptumHealth indicate that a more efficient treatment path typically begins with a patient consulting a Chiropractor. This path tends to lead to interventions that are more closely aligned with recommended treatment guidelines and ultimately more favorable solutions at more reasonable costs.

Similar findings can be found in a two-year retrospective claims analysis of Blue Cross Blue Shield-Tennessee members. It found that “Paid costs for episodes of care initiated with a doctor of chiropractic medicine were almost 40% less than episodes initiated with a medical doctor. Even after risk adjusting each patient’s cost, we found that episodes of care initiated with a DC were 20% less expensive than episodes initiated with an MD.


Key Takeaway #6: Chiropractic is the most effective and affordable option for musculoskeletal conditions.

Making the business case for On-Site Chiropractic Care

The Growing Role of Doctors of Chiropractic in On-Site Corporate Health Clinics published by Foundation for Chiropractic Progress.

"Doctors of Chiropractic (DC) are well trained and positioned as the first option for drug-free, non-invasive, evidence-based and effective back and general neuro-musculoskeletal pain management. In fact, findings publish in a 2012 issue of the Journal of Occupational and Environmental Medicine suggest that chiropractic services offered at on-site corporate health clinics, versus off-site physical therapy, might promote lower utilization of certain costly health care services while improving neuro-musculoskeletal function. Additionally, chiropractic patients often have a more conservative, less invasive treatment profile, which can significantly reduce the overall cost of treatment."


Obviously, it is better for the corporation to pay you directly for your on-site services. It not only compensates you fairly, but it also removes the financial barrier for the employee and therefore utilization will increase. With increased utilization of chiropractic care, without the utilization of the health insurance plan, the Return On Investment will increase for the employer. This should increase the health of the workforce, and allow the company to negotiate lower premiums since they have a healthier employee base that uses health insurance less. That is the secret sauce of direct-paid on-site Chiropractic care.

If the only option the company is giving you is to utilize the employee’s health insurance, and there is decent coverage, then the company will still realize a huge benefit because now the employees are spending fewer insurance dollars by seeking Chiropractic care instead of more costlier and less effective methods of treatment.

Another factor to keep in mind, and I could write a whole article on this subject alone so I will just touch on it here. Many corporations are choosing to be Self-Insured. That simply means that they pay the health care bills for their employees. The still have an insurance plan related, but instead of paying a set premium to the insurance company, they just pay the cost of the services the employees accrue. This is a prime reason why self-insured companies would greatly benefit from on-site chiropractic. The ability to control the costs and decreased Orthopedic and hospital visits would significantly reduce theirs out of pocket costs.

Key Takeaway #7: Direct-Paid On-Site Chiropractic Care Increases Employee Utilization and Potentially Increases the ROI for the Corporation.

To summarize, to build your business case for On-Site Chiropractic Care you need to compel the company to grasp the benefits by taking them down this pathway of research that supports your case. These 7 Takeaways will help you build a convincing presentation for your services.

Patient On-Boarding System Is Marketing

This week's blog is a guest blog by Dr. Bryce E Christianson, DC, CHWC

As I begin this article the survey in the Modern Chiropractic Marketing FB Group says that 17 members aren’t aware of onboarding, 3 have some knowledge of onboarding and there are 0 that say they know how to onboard patients.

The interesting thing is we’re all onboarding patients, whether you know it or not. And more times than not, onboarding begins well before the doctor every even meets or greets the patient.

My definition of onboarding is the entire process that happens when a person first starts shopping for a chiropractor and takes them through their first few visits plus through re-examinations. The goal is for them become a solid patient who refers all their friends and family members.

More specifically, onboarding is often thought of as to what happens after their first visit but really it starts at when they first hear about you, see your website or business card. No one needs a reminder on how important first impressions are, but I firmly believe we cannot strategize, sample, refine and perfect our clinic’s onboarding process enough.

I’ll never forget receiving the first and only direct complement about my onboarding process as a marketing process. This patient remarked, “this is quite the marketing strategy you have”. I never looked at what I was doing as marketing before, but after learning more about marketing it was the whole time.

This specific patient is really well educated and involved in the community. They’re excessively frugal and a well informed consumer who scrutinizes everything. It came on the patient's third appointment and much to my relief the patient was doing a lot better. When I took on their case, I was a bit intimidated and I was happy how much relief they received. But it was shocking that this person complimented me on a business practice that I never looked at as a marketing strategy.

As I tell you about some of the things us chiropractors do in practice and point out common onboarding strategies utilized by chiropractors I can see many of you say, “Oh, I do that but I didn’t call it that name”. That’s fine, but my hope is that now that you give the process a label you take action on improving it. I hope you look at your values, your mission or purpose and use your differentiators to ‘wow’ your patients through a strategic onboarding process.

Before I go into some of the aspects to my process I’ll share with you some examples I’ve seen in our profession:

  • ROFs - reports of findings. Going over the person’s problem(s), their test findings and recommending a care plan.

  • Mandatory health talks - the doctor covers over specific topics about their practice. The event aids the patient into becoming full engaged in their care and committing their time, energy and their $ to getting well.

  • Dinners - some doctors buy new patients dinners I hear. I am not too sure about this process. It’s so far from what I do I am a bit mystified by this one.

  • R1/R2/R3/R4 - these are usually a sequence of mini ROFs that ‘drip’ patient education on the patient.

  • Re-exams - some doctors use their re-exams as a way of getting the patient on board.

  • Mugs - I hope this makes some of you smile because I think some here may know what I am referring to. After so many visits, sometimes up to 900 visits, the patient ‘earns’ a free mug +++++ PLUS a photo with the doctor.


I hope you have a clearer version of how chiropractors onboard now. And now that you’re learning what onboarding is, the next time you’re a consumer of a service like ours I hope you look at and analyze that business’s onboarding process. A well intentioned, thought out and refined onboarding process makes the consumer a buyer for life. But more than anything what I want you to take home from this is your onboarding process should be so solid and smooth it makes your patient want to refer everyone to you.

There is no more affordable or quality way of landing a great patient than through a word of mouth referral. After you dedicate time to plan out, script and practice your onboarding process with you and your staff you will start landing more and more word of mouth referrals.

Furthermore your quality onboarding process helps ensure your newly committed patient has zero buyers remorse. Your process must consistently add value to your patient after they’ve already committed their care to you.

That last paragraph was my ‘take home’ message. If you care to learn a few specifics of my practices onboarding process I will bullet point a few significant processes we have. On a side note, there are all outlined in our policies and procedures manual and hope you’re doing the same.

A Simplified Version of the COOR Wellness Onboarding Process

  • Website → suggests we’re wanting to help people by simplifying the scheduling process. It has a victorious hiker who implies people will reach their physical goals through our system. It also conveys we’re a team; not 1 doctor who will solve all their problems.

  • Phone call → our phone script is based off the cliche, “no one cares how much you know until they how who much you care”. The staff is trained to show interest in hearing what’s going on. The external motivator is to show empathy and concern. The internal motivation is to know if this is a good patient case to take on or if we should refer them to another chiropractor where they’ll be happier.

  • Taking a deposit → we sell our time. Unless you sell a TON of products, we generally are time merchants. So we require new patients to put a deposit down. It was a bit extreme when we did this, but at that time we were scheduling new patients out 3 weeks, existing patients couldn’t get in and we were referring people we cared about to other chiropractors because there wasn’t space on the schedule. More importantly it tells the patient, we’re a respected business and that time is strictly reserved for them.

  • Scheduling their 2nd visits the same time as their first → this is another way of saying we value seeing them improve and internal studies have shown that they get better faster if visit 2 is 2-3 days after visit 1. Repetitive motion injuries and non-emergent cases we’ll book out a couple weeks when visit 1 and 2 aren’t scheduled properly.

  • First visits → we have loosely written scripts for the consultation and the exam. Our exam is thorough and we’re constantly educating what each test is looking at so they’re being educated on what needs help. **Staff training is vital** The handouts we give on visit one further educates the patient on how we’re different. By then, if they’ve been to another chiropractor, they’re a bit overwhelmed. The papers explain things and outline expectations. They emphasize high standards in health care, patient involvement and full resolution.

  • The referral source gets a thank you card sent to them that day. This helps make sure our referral sources are acknowledged and when the two parties speak about their experience often times the referring patient continues to ‘sell’ us as the person who will solve the patient’s problem.

  • 2nd visits → This is what we’re emphasizing right now. We’ve worked hard as a team to develop processes and tools to help on visit 2. By then, if we’re doing our job right, they should have confidence that they’re getting the care they need, they’re be restored to strength and they have autonomy in choosing the level of care they desire.

  • Visit 2 check out → instead of doing a ‘talk’ or dinner I designed an optional questionnaire. This way the patient can choose to do it and learn more about what we do or they can brush it off without judgment. But this was the tool that patient complimented me on. She chose to do the questionnaire and was impressed. On our questionnaire are questions about:

    • Chiropractic: it’s helpful to know someone’s current understanding of chiropractic. If they believe something different than I do, I want to respect their perspective and care for them appropriately. If they have no knowledge I can briefly share my understanding of chiropractic.

    • Our differentiators: when the patient sees that what we do is unique, respected and hard to come by they often want to talk about this with their spheres.

    • Our resources: our Facebook and YouTube pages are ways that we genuinely support their care outside of their appointments. Having them visit our YouTube and Facebook accounts helps them see that we support them outside of the office too. It also helps them become part of our ‘following’ or what many email marketers call your ‘tribe’.

    • Our ancillary services: this is super helpful for them knowing how we can help them beyond the adjustment.

    • Our wheelhouse conditions: my mentor and preceptor is a plantar fascia (PF) guru. Learning his approach is a true blessing but people don’t know my practices success rate on PF unless we tell them. Now usually I frown on self-promotion, but seeing so many dollars wasted on PF gadgets has concluded that I am obligated to inform people that we can help their PF. PF is just one of many conditions we notify them we can help.

    • The last question is: “Do you know someone who needs these services?”

  • Patients that return the questionnaire earn a reusable grocery bag, a quality water bottle, and pedometer all with our branding plus a healthy eating book written by a local author.

The onboarding process can be either low tech or high tech. We’ve put the questionnaire on Surveymonkey but most people choose paper handouts. A lot of your onboarding sequence can be done through automated email sequence, and I believe this is the future. Whether you do a low tech or high tech way of doing it is your choice. But your email marketing service is a great way to help automate it.

Before your next big marketing meeting or strategy session I encourage you to think about Frank R. Sovinsky, DC’s emphasis in the E-Myth Chiropractor - before you work on your marketing, work on your systems. Your onboarding process comes down to your purpose, your mission and your strategy. Consider all of these in every little detail of your process. Who says what, when, how and WHY needs to be lined up with overall goal in practice. My guess is if you really perfect this in your own unique way you’ll gain 2 patients for everyone you onboard correctly.

Bryce Christianson, Owner COOR Wellness

Become a Marketing and Media Powerhouse on a Tiny Budget

How the 6 D’s of Exponential Organizations have allowed the chiropractic practice to be a marketing and media powerhouse with a tiny budget.

About three years ago I read the book Abundance by Peter Diamandis and then his follow-up book bold. I stumbled upon Peter Diamandis during my path of trying to learn everything I could about marketing, which started five years ago.

I first joined Strategic Coach, one of the top entrepreneurial coaching groups

I didn't attend Abundance 360 due to its hefty price tag of 10k for the weekend. Most likely worth the 10k, but I was already doling out 10k for Strategic Coach and 10k for a marketing mastermind group in San Francisco. However, I did purchase the aforementioned book Abundance. This book is where I first learned about disruptive technologies and the 6 Ds of exponential organizations.

When I first grasped the concept in its entirety, I didn’t find it applicable to the Chiropractic profession. Oh, how I couldn’t have been more wrong back then.

Over the last two years I have been on a journey to protect my ever-growing chiropractic business, and understanding the disrupting nature of today’s environment is my focus. Intertwined with that is having my marketing strategy designed with the 6 D’s in mind and effectively turning my business into a marketing and media company.

Nicole Cowley of ChiroSocialTech posed this very question.

“Should Chiropractors Go for The Close and Define Themselves As Media Companies”?

I couldn’t believe more in this concept, and many others who are way smarter than I, feel the same.

But how can you, as the chiropractor on a limited marketing budget, pull this off?

That’s where modern technology is converging on marketing principles to allow the Chiropractor to pull this off on a limited budget, and it’s downright amazing.

So what are the 6 D’s of Exponential Organizations, and how does it relate to your marketing?

I will use Vanessa Bates-Ramirez’s thoughtful and concise article to lay the foundation for how you can translate this concept into your business growth.

The 6 Ds of Tech Disruption: A Guide to the Digital Economy by Vanessa Bates Ramirez

“Technology is disrupting traditional industrial process, and they’re never going back.”

The Six D’s of Exponential Organizations

  • Digitized

  • Deceptive

  • Disruptive

  • Demonetized

  • Dematerialized

  • Democratized

"The Six Ds are a chain reaction of technological progression, a roadmap of rapid development that always leads to enormous upheaval and opportunity."

--Peter Diamandis and Steven Kotler, Bold

Now how does this relate to your Chiropractic practice?


  1. Digitized

Anything that becomes digitized enters the same exponential growth we see in computing. Digital information is easy to access, share, and distribute. It can spread at the speed of the internet. Once something can be represented in ones and zeros-From music to biotechnology- it becomes an information-based technology and enters exponential growth.

Old School Chiropractic Marketing

  • Direct Mail

  • Phone books

  • Being on insurance plan

  • Business Cards

  • In Person Networking (still great marketing)

  • Public Speaking (still great marketing)

Modern Chiropractic Marketing

  • Social Media

  • Email

  • Webinars

  • FB Live

  • Video

  • Funnels

  • Websites

  • Many more, the list goes on

  1. Deceptive

When something starts being digitized, its initial period of growth is deceptive because exponential trends don’t seem to grow very fast at first. Doubling .01 only gets you .02, then .04, and so on. Exponential growth really takes off after it breaks the whole-number barrier. 2 quickly becomes 32, which becomes 32,000 before you know it.

Modern Chiropractic Marketing

  • You can go from being an unknown in your community to a well-known thought leader with a fully involved marketing strategy. Your competition that is not keeping up with this disruption (which many are not) will be left behind.

  • I did this in Boca Raton, FL which was and still is saturated with Chiropractors. But many are old school!

  • Disruptive

The existing market for a product or service is disrupted by the new market the exponential technology creates because digital technologies outperform in effectiveness and cost. Once you can stream music on your phone, why buy CDs? If you can also snap, store, and share photographs, why buy a camera and film?

  • Old school chiropractors are not keeping up with changes in insurance and marketing.

  • The Modern Chiropractor is disrupting the industry in many ways.

  • Look into what Dr. Ed Osburn is doing for Chiropractors with his Laptop Lifestyle movement. Talk about disruption.

  • As Gary Vaynerchuck often states, "you need to be disrupting your own business before somebody else does." Are you being left behind?

  1. Demonetized

Money is increasingly removed from the equation as the technology becomes cheaper, often to the point of being free. Software is less expensive to produce than hardware and copies are virtually free. You can now download any number of apps on your phone to access terabytes of information and enjoy a multitude of services at costs approaching zero.

Modern Chiropractic Marketing

  • Creating great content on your website drastically increases your organic Google search. No more cost on phone book listings and ads.

  • Digital Newsletters. No cost of direct mail, but I do love direct mail newsletters if you can afford it.

  • FB live is free!

  • FB ads are extremely underpriced for its effectiveness and its targeting capabilities.

  • Start or be active in a local closed FB group that is within your niche. For instance, I am extremely active in a Triathlon FB group since I treat many triathletes.

  • YouTube Videos

  • Email is a very low monthly subscription cost.

  • Information on marketing has been demonetized. I.E. The Modern Chiropractic Marketing Group, podcasts, etc.

  • Fiverr and Upwork to handle of your production needs for extremely low costs.

  1. Dematerialized

Separate physical products are removed from the equation. Technologies that were once bulky or expensive- radio, camera, GPS, video, phones, maps- are now all in a smartphone that fits in your pocket.

Modern Chiropractic Marketing

  • Cell phone to shoot videos instead of full photography set up

  • Digital marketing instead of mailers. Great demographics targeting. (Full disclosure, I still believe in the value of direct mail newsletters and such). I send out direct mail birthday cards, welcome letters, thank you letters for referrals, Micro-Break Cards, etc.

  • Electronic Medical Records systems that reduce clutter, increase patient communication through appointment reminders, etc.

  1. Democratized

Once something is digitized, more people can have access to it. Powerful technologies are no longer only for governments, large organizations, or the wealthy.

Modern Chiropractic Marketing

  • It used to cost a lot of money to have a fully involved marketing strategy as a Chiropractor. Now it does not, relatively speaking.

  • I wholeheartedly believe in delegating and outsourcing, and when you can afford it, outsource your marketing. As well, if your marketing dollars are producing great results, I believe in putting more money towards that strategy. You are in effect printing money. Don’t forget that!

  • Once again, marketing information is democratized and readily available for all Chiropractors.

“The Six Ds are a road map showing what can happen when an exponential technology is born. Not every phase is easy, but the results give even small teams the power to change the world in a faster and more impactful way than traditional business ever could.”

- Vanessa Bates Ramirez

As Kim Walsh-Phillips states in her book “No B.S. Guide to Direct Response Social Media Marketing."

“Different is better than better."

How are you going to cut through the content clutter and differentiate your practice?

I recognize that you probably are aware of much of the content of this article, but I challenge you to get your mindset out of the box that is the Chiropractic profession. It is truly a great time to be a Chiropractor, you just have to discard the limiting beliefs and old school thought processes. You can have a fully developed marketing plan no matter the perceived limitations. That is my challenge to you.

For a complete understanding of the 6 D’s I highly recommend Peter Diamandis’ book “Abundance”. It will transform your outlook on our future.

For Access to the full article referenced, by Vanessa Bates Ramirez

An Epic Content Marketing Strategy for Chiropractors

I am always looking for a creative and effective marketing strategy for my practice, and I think this strategy has the potential of being a game change for Chiropractors in their community.

Recently I had the pleasure of interviewing Aaron Orendorff of Iconic Content for The Modern Chiropractic Marketing Show (Episode 13: Release date of July 6, 2017). He is a content marketer, blogger, copywriter and a thought leader who has written for Content Marketing Institute, Success, Copyblogger, INC, and many more publications.

During this interview, he discussed one thing he would do in the community if he were a Chiropractor looking to implement content marketing strategies. That content strategy was to come up with a topic such as “Low back pain prevention and Yoga.”

Once you have the topic, you then interview 3-5 Yoga instructors on this topic and do so on FB Live. From those collective FB Live interviews, you can repurpose the content in many ways. I instantly realized the value this strategy could lead to, and I have subsequently spent the last week teasing it out into a complete strategy for Chiropractors.

I am truly excited about what I am calling the Investigative Reporter Strategy for my business.

The benefits of this “Investigative Reporter” type strategy is multifactorial

• In-Person networking and rapport building with your interview guests.
• Content Creation and Repurposing
• Positioning yourself in the community as an expert on that topic
• Authority building through Public Speaking
• Marketing Funnel
• SEO/Google Presence
• Before, During and After marketing aspects.

So, here it the strategy that I have racked my brain all week on, and I think it can be altered to suit your practice and unique abilities.

Investigative Reporter Plan: Creating and Re-purposing Content while networking in your community.

• Pick 1 Topic per month or what your marketing stamina allows for

• Pick 3-5 "experts" to FB Live interview (10-Min interview estimate)

• Take pictures of the interview and with the interviewee for FB/Instagram, etc.

• Promote the FB Live event on both yours and the guests FB before the interview.

• Download the FB Live video and have it produced with your intro and outro, with clinic info. (Google how to do this if you aren’t sure)

• Add this produced video to YouTube. Remember, Google owns YouTube, so this will increase your search optimization.

• Directly upload the produced video onto your business FB Page/Instagram, etc. Facebook will give more exposure to videos you directly upload to their platform than if you just copy and paste the YouTube link.

• Send the YouTube video out as an email to your patient base.

• Send the video to experts you interviewed, so they can social share to their audience.

• Do this for each FB live interview you performed.

• After all interviews and the processes above, write a blog detailing your key findings during this experience and make sure to provide extraordinary value to your patient base, your expert’s client base, and the community.

• Add this blog to your website.

• Run an FB ad to the Blog (The details of this are outside the scope of this article)

• Place blog in an email to your patient base.

• Post the article on your FB business page and boost it. (This is different than an FB ad).

• Infographic with some key facts from your interviews for social sharing.

The Follow-Up

• Handwritten Thank You letter to your guests

• Send them a “Content Pack” via email with all the content you created for this one project so they can then have access to it and also share with their audience. They can curate your content!

• Offer to present the complete findings in a talk to their audience at their location. For example, if your topic is The Healthy Desk Jockey, you can present at the corporation to the employees. Film a video of you presenting at the company! You can then use this video in your marketing too.

Lastly, you can make this content evergreen by creating a funnel from this content with a landing page with the content (including the video of you presenting) and call to action.

This is the essence of Content Marketing as defined by Joe Pulizzi in his book Epic Content Marketing

“Content Marketing is the marketing and business process for creating and distributing valuable and compelling content to attract, acquire and engage a clearly defined and understood target audience—with the objective of driving profitable customer action.”

From the same book, Joe Pulizzi breaks down The Six Principles of Epic Content Marketing

1. Fill a Need: Your content should answer some unmet need of a question for your customer. It needs to be useful in some way to the customer, over and above what you can offer as a product or service.

2. Be Consistent: The great hallmark of a successful publisher is consistency. Whether you subscribe to a monthly magazine or daily email newsletter, the content needs to be delivered always on time and as expected. This is where so many companies fall down. Whatever you commit to in your content marketing, you must consistently deliver.

3. Be Human: The benefits of not being a journalistic entity is that you have nothing to hold you back from being, well, you. Find what your voice is, and share it. If your company’s story is all about humor, share that. If it’s a bit sarcastic, that’s okay too.

4. Have a Point of View: This is not encyclopedia content. You are not giving a history report. Don’t be afraid to take sides on matters that can position you and your company as an expert.

5. Avoid “Sales Speak.”: When we at Content Marketing Institute create a piece of content that is solely about us rather than for an educational purpose, it only garners 25 percent of the regular amount of page views and social shares. The more you talk about yourself, the less people will value your content.

6. Be Best of Breed: Although you might not be able to reach it at the very beginning, the goal for your content ultimately is to be best of breed. This means that, for your content niche, what you are distributing is the very best of what is found and is available. If you expect your customers to spend time with your content, you must deliver them amazing value.

In my opinion, this content marketing strategy is Epic and follows those six principles outlined above. Remember, you just have to be best of breed in your community, luckily you don’t need to compete with the world on content creation as a Chiropractor.

Here are some potential topics, but I am sure the list is endless. I think you can expect this to take 30-45 days to complete in its entirety, but you are generating new content daily, weekly and monthly as you go through this process.

• Running Injury Prevention
• The Healthy Desk Worker
• Yoga for back Pain
• Pilates
• Back Pain and Pregnancy
• Gyms/Trainers
• Ethical Health and Legal for Auto Accident Patients
• MD's and Specialists

I am going to do my first strategy for Runners on Injury Prevention. I am going to do my FB Live interviews with a running store, fitness expert, running coach, and the leader of a triathlon group in my area, then sprinkle in my knowledge.

I will then follow that one up with one on The Healthy Desk Jockey. I will be able to utilize some of my Modern Desk Jockey interviews as content to write my final report/article on the topic.

I know some of you may have a sense of overwhelm after reading this, but I have no doubts that if you organize this accordingly, it will become a seamless process that you can turn into a marketing system that will generate huge results. I will be providing you with the processes I come up with to aid me in making this as efficient as possible. I know it can be done, I have two podcasts, and I treat patients full-time, so I know you can too.

If you have any questions on specifics feel free to ask in the comment section below or in our closed FB group and I will respond promptly.

The Power of Facebook Custom Audiences (Warm Audiences)

This is a guest blog post by Dr. Shawn Andrews of The Inspired Chiropractor

There’s an old marketing adage that says: “People do business with people they know like and trust.” I have found this to be very true in my chiropractic clinic, and now in my Facebook Ads Agency and course offerings.

Russell Brunson talks about the attractive character in his book “ Secrets.” The idea is to have someone that is attractive to your target audience as your spokesperson. He gives some examples: Dave Thomas and Wendy’s, Jared Fogler and Subway (pre him being exposed as a pervert), and Michael Jordan and Nike.

Why does the attractive character (AC) concept work so well? Because people are drawn to the AC, they feel a connection with the AC and proceed to do business with the company the AC represents. So you see the idea that people do business with those they know like and trust is a trusted marketing principle.

This principle even translates into the online marketing world for chiropractors. Let me introduce you to a fantastic way to leverage this principle to increase the results of your online marketing. As an added bonus using this technique will also lower the costs of your advertising efforts. It’s called Facebook custom audiences.


To create a custom audience, you go to your Facebook Ads Manager then click on the three lines in the upper left-hand corner (apparently called a hamburger by web designers).  This menu will pop up when you click all tools.  You then choose audience.  There will be a blue button that says Create Audience. Click that, and this box pops up.


So here’s where will talk about the hierarchy of audiences. The warmest audience is the audience that has done business with you already. This is the first option in the above dialogue box for a reason. For chiropractors, this would be your patient list. Any practice management software can export a .csv file for you. You then upload this to Facebook, and they create an audience of your existing customers. This is an excellent way to stay top of mind, reactivate patients, and generate referrals and reviews.

For me and chiropractors like me who also have an online business, we can upload our customer list and our email list in general. If you don’t have an online business, keep reading even though it won’t feel like this applies to you. It does, business is business, online or offline. Even though not everyone on your list has exchanged money, they have exchanged their email address for your content, so in a way, they qualify for this type of audience.
By uploading your email list, you can get more bang for your buck with different campaigns. I have pretty good open rates (25% and up) but running Facebook campaigns to my list ensures that many more of them will see what I want them to see.

Running campaigns to a very warm audience like a customer list also reduce your marketing cost dramatically. Just look at these results from a webinar sign up campaign I just completed.


Check out the number of leads and cost per lead of these two ad sets. One to my list and one to a cold audience of chiropractors. I may have turned off the cold audience ad set too soon, but the clear winner was the warm audience.

The next level of audience is the pixel audience. (Click here to access this training.) In short, the Facebook pixel is a free tool that Facebook gives all of its advertisers. It a bit of code that you simply copy and paste into your website and/or landing pages.

Once the code is properly installed every time, a Facebook user visits your website the code fires back to Facebook the fact that they visited and, if you have it set up correctly, what actions they took on the page. There are a bunch of different things you can do with the pixel, but for this article, we will stick with building a custom audience of Facebook users who have visited your website (this would be the second option in the box above-website traffic). Here are the results from the same ad to my pixel traffic.


Still not as good as the email list traffic, but better than cold traffic.

What does this mean for you the average chiropractor with only brick and mortar practice? It means you need to create a custom audience of your patients. It means you need to be collecting leads from great content you publish on a regular basis. It means you need to have the pixel installed or install it yourself.

This is the stuff we need to be doing as a profession. There has never been a better time to market yourself in a cost effective manner. It has never been easier to reach our communities with the chiropractic Be a person of action. Start doing this today.

BONUS AVAILABLE: Click here to get a recorded video screencast of me setting up these audiences and an extra marketing ninja training on video custom audiences.

by Shawn Andrews

The Inspired Chiropractor

Re-purpose Your Content For Content Momentum

One of the key concepts of a Content Marketing strategy is to utilize re-purposing of content to get the maximum usefulness of your content and to make the process of content creation manageable, especially if you are a practicing Chiropractor.

In my private practice ( and our corporate chiropractic business (, we utilize this strategy often. For instance, in 2016 the four doctors in my practice wrote The Desk Jockey’s Manifesto, which is an 85-page book and e-book for the desk worker. This book included everything from statistics, ergonomics, exercises, nutrition, and self-assessments.

You better believe we utilized chunks of content from that book and re-purposed it for different channels and purposes. Some of the ways we have repurposed that content over the last year has been:

  • I have recorded Modern Desk Jockey Podcasts from some of that content

  • Sent emails to our patient base

  • Blog posts

  • Webinars to companies

  • Lead Generation Content

  • Videos

I would guess that the Desk Jockey’s Manfisto gave us more than 15 topics or pieces of content that we could spread to our community in smaller bite size pieces of content that were transmitted via the above-bulleted channels.

Another repurposing example is I had Dr. Court Vreeland guest host my Modern Desk Jockey Podcast and taught my audience what types of meals one can eat to abide by an anti-inflammatory diet. (episode 52). I subsequently had that podcast episode transcribed for $11 on Fiverr and turned that into a written blog. That blog will then be an email to my patients and part of our direct mail newsletter to our patients.

Another example, I screen share recorded a webinar to Campus Management, which is a company we work with on ergonomics. This webinar was on Understanding and Preventing Low Back Pain. I then sent the video to my podcast producer, and he stripped the audio and turned it into a podcast episode. That video was also uploaded to YouTube and sent to my patient base as an email.

I think you get the point by now…..

“I don’t have a podcast,” you say, well you don’t need a podcast to re-purpose content. But you do need to create content! I believe now you see how you can re-purpose content that you create. I also detailed a strategy of using FB Live to re-purposing. See Epic Content Marketing Strategy for Chiropractors

I took 4 of my podcast interviews from The Modern Desk Jockey and distilled down the main concepts that can help the desk jockey combat the ill-effects of sitting for prolonged periods of time. From here I will turn it into the below, simple blog post and infographics for my desk jockey audience.

  • In Episode 2  I interviewed Georgette Kores, Corporate Wellness Director of World Fuel Services

  • In Episode 11 I interviewed CEO Jason McCann of Varidesk about Standing Desks

  • In Episode 39  I interviewed Ergonomist Darcie Jaremey about Proper Ergonomics

  • In Episode 36  I interviewed Upright Technologies and their Posture Wearable

Modern Desk Jockey Episode 2: Georgette Kores

Key Takeaways from one of the top Wellness Directors, who leads the global company World Fuel Services.

  • Only 7% of companies have a "true" holistic wellness program in U.S.

  • Massive Transformative Purpose: Designing and developing a culture of wellness

  • Communications is the focus to become a "well "

  • Locally focused events but also global/regional initiatives is the best strategy

  • Move often and move well. Sitting is one of the biggest health battles companies face in the office.

  • Spend at least 5 minutes out of their day visualizing yourself in a powerful way.

Modern Desk Jockey Episode 11: Varidesk Interview

The Realities of Sitting

Computer workstation ergonomics cannot be discussed without also discussing sitting and the adverse health effects it has on us. With the advances in technology over the past two decades, we are now sitting more than ever before. On average, we spend about 9.3 hours a day sitting, while only 7.7 hours sleeping. Just think about your daily routine and how much time you spend sitting. If you’re like most people that have an office job, after you get up in the morning, you sit down to have breakfast, you sit down in the car on your commute to work, you sit all day at work including your lunch break, you sit on your drive home from work, you sit to eat dinner, and then you likely sit on the couch to watch television, read, or surf the internet. Some of you may get an hour of exercise at some point in your day, but it is easy to see that most of your day is spent sitting. Recent research has shown that this type of sedentary lifestyle is detrimental to your health, even if you exercise or live an “active lifestyle.”

  • It's not about standing all day. It is about sitting and standing throughout the day

  • You can stand too much

  • The idea of being active in the office is the way we’re designed. We were not designed to be sedentary. In the past 50-100 years are entire lives are built to be sedentary at work, commuting, at home, sitting at school. The entire pendulum has swung towards to sitting throughout childhood into adulthood.

  • Our bodies are designed to do 45-50 min then to sit down into recharge mode and go right back to work again. But in the last 50 years, we are sedentary all the time.

  • Mayo Clinic leads the early research. 2012 Wall Street Article "sitting is the new smoking" by Dr. Levine

  • Australia has done a tremendous amount of research on an active office

  • Sports Medicine Journal in UK 2-4 hours of standing/activity per day at work

  • Texas A&M Study: 46% more productive when active at work

The body is not designed to stand all day 

  • 15-20 min per hour of standing. Grow from there. Everyone is different. 4-6 of 8-9-hour work day of standing seems to be the global number desk workers work towards.

  • Short blocks of time. Like 10am-noon

  • Varichair: stool that allows you to perch, lean back, not sit all the way

  • Anti-Fatigue Mat, with or without shoes. Get the right shoes, a secondary pair of comfortable shoes stored at your desk.

Modern Desk Jockey Episode 39: Ergonomist Darcie Jaremey

Darcie’s Top 5 Ergonomic Recommendations for Your Workstation

For the Desk Jockey

1) Chair Familiarity: Make sure to adjust the chair to your specific height, size, lumbar support, etc. Make sure to read the manual for your new chairs to utilize the full potential of the chair.

2) Make sure the backrest angle is slightly reclined about 95-115 degrees. Don’t have your backrest fully straight.

3) See the Infographic above about Darcie’s recommendations on Standing Workstations

For Programmer Administrators

4) Follow-Up with the desk worker after the ergonomics assessment has been performed. Touch base with them and give them assurance on any changes made to their workstation.

5) Ergonomics Showroom: For the employees to test different chairs, mice, etc., to see what suits them best before they had to purchase something.

Darcie’s Massive Transformative Purpose: Scale ergonomics to the small companies and make it easy to implement.

Resource Recommendation: Kodak’s Ergonomic Design for People at Work. Great book for ergonomists

5 Reasons Why Ergonomics Showrooms Are So Awesome

  1. It takes the guess work out

  2. There are many similar products out there

  3. Goes hand-in-hand with Ergonomics Assessments

  4. Can help with returning someone back to work

  5. Get the Ergonomics Showroom List Here

Modern Desk Jockey Episode 36: Posture Pro Wearable by Upright Technologies

The product is a small biofeedback posture trainer placed directly over the spine that attaches to the upper back with a reusable hypoallergenic adhesive. It is worn while sitting, standing, walking, or driving. Using a smart sensor and learning algorithm, the device senses subtle changes in posture and vibrates to give users real-time posture feedback.

“Poor posture looks bad, and can lead to decreased confidence and back pain,” said Oded Cohen, founder, and CEO of Upright Technologies

Facts about Back Pain

  • Back pain is a top condition for missing work

  • Telespine research avg USA employee will miss 7-11 days due to lower back pain

  • 7B reported having back pain due to posture



Facts about Posture

  • Postural Awareness is a key factor in correcting posture

  • Upright Neutral Spine: It takes time to build up to good posture

  • Sternum Up as a cue

  • Biggest concerns: focus, productivity, and confidence (power poses)

  • Habit forming postural correction

  • Don't "pull your shoulders "

  • Increased Productivity at work: Ernst Young 30-Day study