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.

Finding Life's 4 Freedoms

The massive transformative purpose that The Modern Chiropractic Marketing Group is focusing on is guiding the Chiropractor on modern marketing principles to grow their practice that will allow them to achieve life’s 4 Freedoms of Time, Money, Purpose and Relationship.  It is imperative that today's Chiropractor has these four freedoms to have a well-balanced practice and personal life.

I give full credit to Dan Sullivan and Strategic Coach for the concept of the 4 Freedoms, and as soon as we were taught the concept, we realized that the vast majority of Chiropractors are struggling to achieve these. Due to the current state of the healthcare industry, harder work and less reimbursement make it difficult to have freedom of time and money, and it can drain your purpose.

With  “in the trenches” business building over the last ten years and marketing training over last three years, we knew that the key for Chiropractors to achieve life’s freedoms was through effective and ethical marketing to grow their practices.

In my opinion, the best way to start improving all of your four freedoms is first to gauge where you currently are on each freedom. Maybe you feel great about one or two of them, but know you struggle mightily with one, and below average in the other. Take a quick assessment of where you are at with your freedoms and get clear with which one you know is your biggest struggle currently. Is it lack of time? Not enough revenue? Struggling relationship?

For me, I have no doubts what my biggest area I need to work on, and that is Relationship. More on that in a minute, but I'll first tell you where I am excelling. I am currently afforded a very nice schedule and have plenty of free time on my hands to be creative outside of patient care. I also feel comfortable with our revenue and profit, but a big aspect of financial freedom is how you look at it. It doesn’t necessarily mean you have to be rich and have all of the trappings of success.

Financial freedom and happiness are relative once you have achieved Maslow’s Hierarchy of needs, which simply states:

“The most fundamental and basic four layers of the pyramid contain what Maslow called "deficiency needs" or "d-needs": esteem, friendship and love, security, and physical needs. If these "deficiency needs" are not met – with the exception of the most fundamental (physiological) need – there may not be a physical indication, but the individual will feel anxious and tense. Maslow's theory suggests that the most basic level of needs must be met before the individual will strongly desire (or focus motivation upon) the secondary or higher level needs. “ (Good Ol’ Wikipedia)

There is some compelling research that reveals that we don't find happiness from money once we make an amount that allows us to sustain our basic needs of food, shelter, clothing, and other necessities. The figure thrown around a lot is 70k/year, but that will vary depending on the cost of living in your area. But you get the point. Happiness is found within, not from external "things" as long as you have all the basics.

As far as Purpose, I would say I have the most of this category and feel blessed that in my ten years of practice, I have always had strong passion and purpose for Chiropractic, corporate wellness and other aspects tied into developing my business. In my life currently, my business structure and our comprehensive marketing strategy have allowed for me to have freedom of time, as well as the finances to allow for travel and have multiple doctors to pick up some of the patient treatment hours that free me up. Also, the revenue and time have been the fuel to pursue this Purpose in growing our digital ergonomics platform for large corporations and the desk worker, amongst other initiatives.

Without the marketing strategy to drive our business growth and revenue, I wouldn’t have the time or resources to pursue this new Purpose our company is undertaking. It goes hand in hand.

Now on to where I am personally struggling, which is the freedom of relationship. I will be the first to admit that my drive for success has been unyielding and has caused me to lose perspective in the past when it has come to my relationships. Not so much with friends and immediate family, but with significant others.

Let me expound. When I entered Chiropractic school in 2002, I of course also decided to take the plunge and get married to my college sweetheart who moved out to St. Louis after she graduated from school. Absence makes the heart grow fonder right? Long story short, with my long hours at Chiropractic school and studying, and her travel career, our marriage didn’t last too long. It was a learning lesson and no hard feelings on either side.

Fast forward a few years later and a new relationship, and trying to open up my office and get it off the ground. My new spouse was also a surgeon, so we were both extremely busy focusing on our careers and struggled to find the time to be with each other and grow our marriage. This extreme lack of “Relationship Freedom” led to yet another divorce last year. I will admit this was a much bigger struggle to overcome than my first marriage failure, but luckily I have amazing friends and support system to come out stronger on the other side.  It was also very amicable, and no children were involved, so not having to deal with attorneys was a huge load off of our shoulders.

I don’t divulge these personal hurdles I have had to deal with over the last ten years for any reason other than to dive into why I am focusing on relationships in my life. You get the picture of why relationship is my core focus.  I am extremely blessed to have a ton of good friends from both Florida State U., Logan Chiropractic and South Florida, as well as a close-knit family. I have leaned on all of them during my relationship struggles, and it has been instrumental in having the peace of mind and clarity that I now possess.  I am also very proud of the fact that I didn't let my personal struggles last year to negatively affect my patient care, the team at work or business in general.

What truly excites me about my personal future is that I now have clarity of what I desire in a relationship and I have the time to give to a person, whenever that may be. I have worked harder than most to achieve life’s four freedoms and know that I am doing well in three of them, and have the desire and capabilities to achieve freedom of a relationship. In the meantime, I am focusing on my family and friends in a way that will enhance those relationships.

I think we can all relate to the struggle in achieving all four of these Freedoms, and how a deficiency in one of them can affect some or all of them. It's like my golf swing that has six different issues, but if I fix the one that is causing 4 of them, it is much more efficient and effective than trying to fix all of them at the same time. That is why we recommend assessing all of them, but picking the one you inherently know the biggest current issue for yourself.  I know you will find this four freedoms assessment valuable, and for some could lead you down an amazing path of complete satisfaction in business and personal life. It is always a journey, with many detours, but it's the essence of living the life you deserve.

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

The 3-Legged Stool of a Thriving Practice

I believe the thriving Chiropractor has to have this 3-legged stool of Clinical Skill, Business Acumen, and Effective Marketing/Sales that sits on a foundation of effective Communication. I believe this wholeheartedly and is why in my 15 years of being in the Chiropractic profession (school and practice) I have strived to optimize these four key aspects of growth.


Below is a layout of what I have personal and professional grown myself, and will always to continue to strive for more and more growth. You don’t have to follow the same blueprint as myself, but I strongly urge you to surround yourself with improvement strategies that will fine tune these four aspects of building a thriving practice.

  • Clinical Skills

    • Chiropractic college: You can’t help but learn from 4 years of school, but I felt compelled to join clubs and go to outside seminars in addition to school to become a better practitioner once I graduated. Motion Palpation Institute was instrumental in supplementing my school academics.

    • Active Release Technique, Graston Technique, : I always wanted to “specialize” in sports injuries and become a sports chiropractor. I have been full body A.R.T. certified, Graston Certified, Titleist Performance Institute Certified, SFMA, etc., etc. I would say I spent the first five years of practice learning as much as I possibly could to expedite my clinical skill level. I do believe it’s a continuous process and always looking to learn more.

    • Orthopedic offices: From 2008-2013 I ran my practice inside of two different top Orthopedic groups in South Florida and can’t convey how important that learning process was for my growth clinically.

    • Married to foot/ankle surgeon: My 7-year relationship with my now ex-wife was an unbelievable learning experience as it pertains to not only what not to do in a marriage but also in the foot & ankle 😊

    • Experience: The fact is, you won’t be as good clinically in your 5th year as you will be in your 15th So, accept that, and continue to learn and be the best you can be. You will get better!

  • Business Acumen

    • Strategic Coach: I have been a member of Strategic Coach since 2013 and is the backbone of my business development and how I do my best to keep my entrepreneurial confidence high. If you have read my stuff, listened to my podcast or are in my FB Group, you will know how instrumental this mastermind is in my business development.

    • Financial Coaching with Christine Odle: In February of 2017 I took on a financial coach to help develop my expertise in managing my ever-growing business, and it has been one of the best decisions of my life. I now have a comprehensive understanding of how to manage our business and personal finances in a way that will optimize the financial aspect of growth. Financial coaching hasn’t been cheap, but the value is immense. See Episode 23 with Christine Odle

    • 5-Star Management: My year spent with them helped me get my mind right on associate hiring, development, and expectations. Also, it helped me with scalability concerns I had before working with them. See Episode 27 with Dr. Noel Lloyd

    • See Episode 6 about systems and scalability with Dr. Stephen Franson

  • Ethical Marketing and Sales

    • Content Marketing Institute: I attended their Content Marketing World event in Cleveland and will attend moving forward. I also consume a large portion of their content, methods, and training. Content Marketing is the backbone of our practice and looking to grow that aspect of our marketing more. See Episode 13 with Aaron Orendorff

    • CFMG Mastermind: This was a 20-Person Marketing Mastermind in San Francisco in 2015 that was a great marketing learning experience. I have continued to network with many of those members in that group. Many are doing wonderful things in the chiropractic marketing arena.

    • Puerto Rico Mastermind: This was in April this year and was supposed to be now, as I write this blog. Unfortunately, Hurricane Maria changed those plans. The April meeting featured John Lee Dumas. This canceled one was with Lewis Howes. The one in April 2018 will feature Pat Flynn. PRMM has been a gamechanger as far as my marketing mindset and growth potential.

    • Modern Chiropractic Marketing Group: The amount I have learned from the members or our FB group and from the guests I have had on the podcast can’t go understated. When I started this Modern Chiropractic Marketing Group, I wanted it to be a think tank of some of the best in the profession, and I think we are achieving that. I know I continue to learn weekly from all of you, and I am grateful for that knowledge.

  • Communication

    • Health Awareness Workshop Team: At Logan Chiropractic I was on this team to speak to new patients and the community. I struggled with this at first but then learned to get better at public speaking. From that point forward I dedicated myself to getting better. I have done a lot of public speaking and practice doing it often is the best training.

    • Toast Masters: When I graduated and moved down to South Florida I did Toastmasters for a year. It helped me, and I valued the practice. I think it’s a good starting point for those looking to get the basics down for effective public speaking.

    • Landmark Education: I entered into this training in 2012 by attending the Landmark Forum, Advanced Course, weekly workshops and finally the Communications 1 and two This training was extensive but very effective. It also led me to Strategic Coach, so that was a phenomenal byproduct. Check out

    • Strategic Coach: Not only has Coach been vital for my business development, but also my communication with my team and proper delegation. Strategic Coach has allowed us to grow as a business and a team.

    • See Episode 5 with Hall of Fame Public Speaker Joel Weldon

Lastly, I want to leave you with the image below. The diagram below is the essence of becoming a great communicator that will make you a better Doctor, Business Owner, and Marketer. Learn and Be It. Remember, this is a process, not perfection. You will get better with time and will thrive!

what type of chiro.jpg

How To Recharge Your Batteries And Be Productive

How often do you take complete breaks from work? No email, no checking your business bank account, no discussing work with spouse or colleagues?

I recently took a 4-day camping trip with my father and grandfather. We don’t know how many more trips like that we will have with our parents and grandparents, so I am making it a point to do it yearly for as long as I am graced with their presence in this life. Don’t take it for granted.

I took all four of the days as Free Days in which I did not check my email, bank accounts, social media, etc. I told my team not to contact me and if the building was burning down, call 911 not me.

I also didn’t bring any reading material that was work-related or close to it. I didn’t speak about work with my father or grandfather. Now, I wasn’t totally rude, and I would just give them a brief answer and try to change the subject.

I also didn’t respond to any texts or calls that were work-related.

That my friend is a Free Day.

How did I get to this point of being able to take Free Days? As a business owner we tend to live, sleep and breathe our business. All times of day and all days per week. To the detriment of our health, stress, and loved ones. And believe it or not, to the detriment of our business.

I could never imagine being able to do this until I joined Strategic Coach in 2013. The first principle they teach us is The Entrepreneurial Time System®.

Let me give you the breakdown of this life-changing system that I am still trying to perfect.

The Entrepreneurial Time System®

Maximize productivity, preparation, rejuvenation, and balance in your life by restructuring your time using a simple system of Free, Focus, and Buffer Days™.

What is it?

A tool that provides a system to divide your time into Free, Focus, and Buffer Days that results in creativity, variety, and higher productivity in every aspect of your work and personal life.

Free Day™

This is a Free Day, a 24-hour period completely free from work-related problem-solving, communication, and action.

“Most people think of Free Days as a reward for hard work. I don’t. Free Days are a necessary precondition for achieving success and optimum productivity”.

  • Dan Sullivan of Strategic Coach

Focus Day™

A tool that allows you to have powerful money-making days where you focus only on your best opportunities and relationships.

Maximize your productivity by focusing on your top three money-making activities.

Strategic Coach realizes it’s impossible to do Focus activities 100% of the time in a day, so they say 80% of the day's activities are geared to those 3 top money-making activities.

For myself, my top 3 Focus Activities

  1. Treating Patients (and doing those pesky patient notes)

  2. Marketing, Content Creation and Networking

  3. Working with/for my Chiropractors who are in our Academy

Trust me, I still struggle with the Focus Day and sometimes get lost in email, paying bills, and other Buffer Day™ Activities.

Buffer Day™

A concept that allows you to prepare for Free and Focus Days™ so you feel confident and have dedicated time to clean up messes, delegate, and learn new capabilities.

When and how to use it:

  • So you can clean up energy-draining messes.

  • To increase your confidence so you can take truly free Free Days™, and feel prepared and confident on Focus Days.

  • To give you time to build your team around you and delegate non-Unique Ability® activities.

As a treating Chiropractor, I know it can be difficult to have an entire day set aside for Buffer Days. Many times, you are treating patients 5-6 days per week. Treating patients is a Focus Activity, not Buffer.

What I have done to mesh the Entrepreneurial Time System with Chiropractic, is to look at it as blocks of times.

For me, I treat patients all day on Monday and Thursdays. Those are Focus Days. On Tuesday and Wednesday, I have half days. It becomes a blend of Buffer and Focus. I do Buffer in the afternoon on Thursday and morning on Wednesday. I don’t treat patients on Fridays, so it is a buffer day.

To be clear, on Buffer Days, you can do some Focus activities like Marketing, etc.

As for Free Days, I try to take 1 Free Day per week. I don’t have kids, but when I do, I will convert to Sat and Sun Free Days most likely.

When I take vacations, I totally check out. I have taken 6 European/Asia vacations where I have checked out for two weeks at a time without one iota of work being done. I can’t tell you how refreshing that is and how it recharges my batteries. Even the 1 Free Day per week recharges my batteries.

I know it sounds impossible, but if you work towards proper delegation, planning and team development you can easily do it. And your business, creativity, health, and relationships will improve.

Many people ask me how I get so much done and stay somewhat sane 😊 This is how.

What Is Your One-Liner Tag Line?

Guest post by Dr. Josh Satterlee

At the very core of every marketing piece you do is the inherent question, what do you do? This may get asked at dinner parties. Or possibly at cocktail parties, at the gym, out at 5Ks or marathons, but it's an inherent part of all the marketing you do. You must clearly understand what you do, and phrase it in such a way your current or future patients also clearly understand what it is you do.

Most people are nowhere near clear and concise. Most of these messages are incredibly confusing. You cannot let your patient fill in the gaps because then you likely must spend a lot of time reworking what their understanding is, of you. I'm sure most of you have experienced telling somebody you're a chiropractor, and they immediately want to fill in gaps as to what you do.

"Oh, you crack backs." or "Oh, you correct subluxations," or, "Do you do adrenal fatigue work?" These are your customers' attempts at filling in gaps. This must be prevented. And you must have a concise, clear message that is repeated by you, your spouse, your kids, your staff, your business, on your business cards, on your business signs, and on your marketing pieces. If you don't, you have confusion, and confusion never wins.

Our goal today is to supercharge your marketing by helping you develop a clear one-liner explaining what you do. Think about it for a second. I love this analogy I once heard on a podcast. Imagine you have a steer and you're branding that steer with your company's brand. So, on the backend, it gets a brand. Now, it's not as bad as you think, and the cows don't feel as much pain as you think they do when they get branded.

Now let's say that your front desk staff comes along and has a slightly different brand, and places that over the top, and rebrands that cow. The next day, your spouse has a slightly different shaped brand and places that over the top and brands that steer again. Well, after seven or eight people have done this. Obviously, you don't have a clearly defined brand. That's often what's happening with your marketing. This example comes directly from the book, Building a StoryBrand, with Donald Miller, which is probably the best book to help you understand a clear and concise message.


Let's put this in other contexts. I recently went to Disneyland and everywhere you go, Disneyland is labeled with a one-liner, it's “The Happiest Place on Earth. When you walk in, the employees say, "Welcome to the Happiest Place on Earth." "Welcome to Disneyland, the Happiest Place on Earth." They do not say, "Welcome to a pretty happy place," or, "Welcome to Disneyland, where you'll leave very happy," or, "This is a pretty happy place," or, "We're happy staff and happy people."

No, they are very clear, and absolutely define it in one way. This is the happiest place on Earth, and every single person says it the same way. It's written the same way on their collateral. It's phrased the same way, everywhere. Why? Because this helps their customers have clarity in what goes on at Disneyland. You go there; you're going to be happy, period.

So, how can we use this to your advantage in your chiropractic business? First, here's some absolutely horrible one-liners I've heard.  I have a local friend with a business, and their tagline is, their one-liner is, "We install happiness." What do you think they do? Some people guess software. Some people guess furniture. It turns out, none of those are correct. "We install happiness," has to do with window coverings and miniblinds. Now, would you know that at all from their tagline? No. They just wanted something inspirational they put together at a staff retreat. Unfortunately, it doesn't tell you anything that they do.

I've also seen bad one-liners in healthcare like "We help you thrive." Does that have to do with nutrition? Or maybe stretching? Does that mean workouts? What exactly helps you thrive? What, specifically, do you do that helps you thrive?

I've also seen a lot of people talk about “patient-centered healthcare.” That’s a weak tagline or one-liner.

In my first business, our tagline was, "Results-driven healthcare." Looking back, that was absolutely horrible. Results-driven healthcare could apply to anything. Heck, it could apply to your blood sugar levels and diabetes treatment. But what we were trying to do was get chiropractic patients, specifically ones that were interested in sports medicine. “Results-driven healthcare” did not help us filter out and get those special people.

The good news is that there is a simple fix to this? A simple 3-step process:

Step 1:  Get your patients “on the map.”

Step 2: Talk about your incredible solution.

Step 3: Describe to them, very succinctly, what life is like after they employ your solution.

Let's define each one of these. The first part of a good one-liner is helping your customer get on the map. What does this mean? Well, most people start in talking about what they do. When asked what they do, they say: "Hey, I do ART," or, "I do NKT," or, "I'm SFMA trained."

Imagine you're  at a dinner party and a person says, "What do you do?" You say, "Well, I do ART and NKT and SFMA." That makes absolutely no sense. They have no idea what that means and where they're coming from. If you start out with your solution, "Hey, I'm a chiropractor and I blah, blah, blah," they're already going with what their belief of a chiropractor is.

A better solution is to describe a common problem people deal with, that you treat. Describe in normal human language what the problem is that you help solve. If you were a chiropractor and worked with a lot of Ironman athletes, you might say, "You know how a lot of marathon runners and triathletes complain a lot about knee pain and hip pain?" That'll be your opening line. What we're doing here is saying, we work with Ironman athletes and marathoners, and we do something that deals with pain. And you know what, we're not just talking about back pain, we're talking about hip and knee pain. So, you’re helping that potential customer gets on the map.

Now, let's forget for a moment about Chiropractic and move into something else. Let's say that you were the owner of a company that made organic dog food. Now, if you just start out, talking about your organic dog food when people ask you what you do, you say, "Oh, I make organic, grass-fed, non-GMO dog food." They think, "What the hell's this loser doing at this party and who invited him?" But instead, if you start out with the description of the problem, that conversation will go differently. When asked, "What do you do?" you're going to say, "Well, you know how a lot of dogs, after a while their coat looks kind of dull and doesn't look as shiny, and the dog doesn't feel, or doesn't move around as well?" People say, "Oh, yeah. I noticed that in my dog after two years”. Only after you established the map do you then offer your solution, but not before. You must get that customer on the map.

Once you have established the problem, you want to kind of agitate it, you know. Back to the Ironman athletes, if you say, "You know how Ironman athletes and marathoners have a lot of hip pain and knee pain, that keeps them from really succeeding, that keeps them from posting a PR in their next race?" You want to dig at that problem. You could say: "You know how pregnant women have back pain, and it keeps them from really staying as active as they want late into their pregnancy?" You're just digging at that problem. Digging at that problem. "You know how your dog's coat isn't as shiny after two years of feeding it normal dog food, and all your friends think that he's sick?" Digging at it. Digging at it. Digging at it. Make sure you agitate that problem a little bit.

Now, once everybody's on the map,  can talk about your incredible solution. Back to the Ironman athlete. "You know how Ironman athletes and marathoners complain of knee pain and hip pain that keeps them from posting a PR? "Well, we do a full assessment on their injury to help them understand what's really going on with them, then we perform massage, dry needling, and chiropractic treatments to eliminate that pain, so….." You want to describe your amazing solution that eliminates the problem you brought up previously.

If you say, "You know how your dog's coat is not as shiny after a couple of years, and you notice that he's kind of lethargic and doesn't have as much energy, and your neighbors are wondering what's wrong with him? Well, we offer organic, non-GMO, dog food that helps restore his shiny coat,"

Or: "You know how pregnant women complain of back pain late in the pregnancy, so they can't stay as active as they want to? Well, we help with an evaluation and specific massage and muscle care, along with chiropractic treatments to allow them to…." So, you're offering that solution. What is it that your client wants to get rid of? Why do they want you to do your treatment? Why the hell would they put up with all the poking and prodding and stretching? Well, that solution has merit. So, let's talk about that final piece.

What's life like after you initiate that solution? What is life like after you have improved their situation? Be sure you describe it to the person asking. It may sound like "You know how Ironman athletes and marathoners often have knee pain and hip pain that keeps them from running a PR? Well, we do a full evaluation and treat their injuries with massage, dry needling, and chiropractic, so they can go out, win their next race, and feel great." Right. We're telling them what life is like after the solution. Why the heck are you doing your treatments? Well, it's so that your patients can succeed. Don’t forget to lay that part out.

Back to the dog example: "Do you know how a lot of dogs, their coat is no longer shiny after a couple of years, and your neighbors are wondering if he's sick? We offer non-GMO, grass-fed, organic dog food that helps nourish their coats, so they look vibrant and healthy once again, and have the energy to go play in the park." You want to show everybody what life is like after the solution. If you could reduce this down to a very speakable sentence, you'll have a winner.

Now, the great thing is, this is the line you're going to repeat a thousand times, to every single patient, until they can repeat it as clearly as you can. This is the single line your secretary is going to use. This is also the line you're going to tell your accountant. This is also the line your spouse will repeat, and your kids will repeat, and you'll put on shirts. This is the line you might put on the back of your business cards because it tells everybody what you do, which is such an important part of marketing.

Most people start with something confusing ... they use technical jargon and a confusing message, and therefore, their customers are trying to fill in the gaps. You'll know this is you if your customers ever say, "I didn't know you did that," or, "I didn't know you guys offered that. Oh, I was looking for somebody that did that." This is so common within the world of healthcare, and especially within musculoskeletal care, like chiropractors perform, because often we're unclear about what we do. We can't hire the marketing agency to create a clear message for us, so we start talking about things we enjoy doing. But you must remember, you're a super nerd. You enjoy studying and understanding why the body works and how it works. Most people don't, which is why they're hiring you.

If you can create a clear and concise message for them, they'll reward you with sending their friends, their family, and everybody else, to you. And the brand on the back of that steer will be crystal clear. That's what you want. You want to be like Disneyland when they say, "The Happiest Place on Earth." It's absolutely clear, and everybody's repeating the same message.

So, number one, get your customers on the map and agitate their problem. Number two, talk about your amazing solution, and number three, describe what life is like after somebody works with you. Put that all together, cut it down to a one-liner and repeat it a thousand times. Run it by your friends at the gym, your friends at work. Run it by your best friend or your grandmother. If your grandmother can understand it without having known anything about Chiropractic, you're in the right spot.

Now, let's hear your one-liner. Post it up in the comments on the blog.