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 (healthfitchiro.com) and our corporate chiropractic business (healthfitcorpwell.com), 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


http://ergonomicshelp.com/deskjockey/


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


https://ergonomicshelp.com/ergonomic-showrooms/



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.

Thriving-Practice-3-Legged-Stool-300x225.jpg

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 www.landmarkworldwide.com

    • 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.

basb-book.jpg

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.

My Chiropractic Facebook Ads Strategy

I don’t subscribe to the FB ads, lead generation, or funnels that offer discounted exams and treatments to get people into the door. I believe strongly in effective content marketing and sprinkling in effective lead generation by providing value to the person without demonetizing you and your business.

If you consistently create and repurpose valuable and educational content to your community, you can use Facebook and other social platforms as a vehicle to get your content to the masses. This will also help build your “Total Web Presence” to support your google presence.

Below is the strategy that I recommend. I consider myself very adept at FB strategy, but not an expert in the mechanics behind FB ads such as cost per click, etc. There are plenty of resources out there for that type of information.


 FB Live Interviews

 

Recorded Video Sequencing Ads

  • I will pick a topic and shoot 3-4 short videos around that topic. For instance, in January 2018 I am picking Golf as the topic. I will do an FB ad around video one which will be around 3 minutes in length. I will run that FB ad is targeting Golfers age 30-64 with a 7-10 mile radius around my office. I will run that video for ten days. I will then run Video 2 for ten days and retarget anyone who watched 50% of Video 1 (warmer audience leads to higher conversion and less ad cost per click). I will also retarget anyone who has visited the golf page on our website (See III D Below). Video 3, same scenario as above. Then video 4 I will have a call to action at the end of that video. Lastly, I will write a nice, concise Blog around the topics I discussed in these four videos, with the YouTube links in the blog of each video and place it on my Articles section of my website. I will then run an FB Ad on this blog retargeting all of the above (pixeled golf page and people who watched 50% of the videos). These golfers are now in my funnel 😊

 

 

FB Ads Lead Generation (Funnel)

 

These are the four lead generation concepts we utilize currently and in the recent past. Our two niches are Sports Injuries and Desk Jockeys, so you will see our landing pages and funnels are based around that. You will base yours around your niches. We go above and beyond in our digital landing pages, in my opinion, so don’t feel like you need to develop elaborate Self-Assessments and such like we did. In part D, you will see that we use specific pages on our www.healthfitchiro.com website as our landing pages and funnels. I strongly feel that if I can get a captive audience to get to my website, they will be compelled to call or schedule online with us. Or even chat with us in our chat box.


 

 

 

 


Boosted Posts

 

Boosted posts are viewed by many as not ideal compared to FB ads, and I appreciate that view. However, if you don’t blindly boost bad posts, and have a strategy behind it, I think it can lend itself to a well-rounded FB plan. Benefits include having nice engagement with your posts on your business page, so it doesn’t look like a ghost town. Secondly, people that like your posts can then be requested by you to like your page. Boosted posts have improved in its targeting.

I will sprinkle in strategically boosted posts for the following:

  1. See Above FB Live Strategy

  2. Blog Post

  3. The Modern Desk Jockey Weekly Podcast


Tips

**Consider uploading your patient email list into a Facebook Audience and then generating a 1% lookalike audience and targeting them in your FB ads for conditions or other ads that are specific such as my golf example.


**Targeting with your ads is very important and can get very detailed. Spend the little extra time to get this right. The radius mileage may vary based on your location and the niche you are targeting. I picked 7-10 Miles for golfers because I know they will travel a bit further for their golf game. If it was a bit more generalized or condition specific, I would consider a tighter radius.

Video Recording Comprehensive (and Affordable) Equipment List

Here is my complete and up-to-date set up for recording videos and also doing FB Live Videos.

The equipment includes:

• My iPhone 7
• Wireless Lavalier Mic
• Mic adapter to iPhone and the lightning attachment from Apple
• Dual-Head Lavalier Mic for FB Live interviews or Videos with two people
• Tripod with Smartphone mount
• 2 LED Lights
• 2 LED Light Tripod Stands
• Adapter to mount LED lights on Tripod (maybe you don’t need this if you order diff tripod stands for the LED lights). I had to retrofit

Excluding the cost of the iPhone that I already owned, my total cost on Amazon was about $235.

If you need to start more affordable, you can probably get away with only 1 LED light and maybe a different option on Wireless Lavalier Mic. But at $235 I feel like I have a very functional set-up to produce quality enough video. From there it is about good content and consistency.

Once I shoot the recorded videos, I send them to Fiverr and for $6 they edit it and put my intro and outro on the video.

Wireless Lavalier Microphone System

https://www.amazon.com/…/B01…/ref=oh_aui_detailpage_o06_s00…

$100

Movo MC3 3.5mm TRS (Female) Microphone Adapter Cable to TRRS (Male) for iPhone & Android Smartphones

https://www.amazon.com/…/B01…/ref=oh_aui_detailpage_o06_s00…

$10

Premium 196″ Dual-head Lavalier Microphone

https://www.amazon.com/…/B01HOC…/ref=as_li_qf_sp_asin_il_tl…

$19

Acuvar 50″ Inch Aluminum Camera Tripod with Universal Smartphone Mount + Bluetooth Wireless Remote Control Camera Shutter for Smartphones

https://www.amazon.com/…/B00…/ref=oh_aui_detailpage_o00_s00…

$16

SUPON LED-L122T RA CRI95 Super Slim LED Light Panel,3300K-5600K LED Video Light Panel

https://www.amazon.com/…/B01…/ref=oh_aui_detailpage_o00_s00…

$31 each.

Emart Photography 7 feet Light Stands for Photo Studio, Video Shooting, Carry Case Include

https://www.amazon.com/…/B01…/ref=oh_aui_detailpage_o08_s01…

$24

Manfrotto 016 Adapter Converts Standard 5/8″ (16mm) Female Light Stand

https://www.amazon.com/…/B00…/ref=oh_aui_detailpage_o01_s00…

$13

***Be forewarned that the LED light panels as listed do NOT have a power source included. You will also have to buy the 12v adapters or lithium batteries separate.


About the author, Kevin

Dr. Kevin Christie is a Chiropractic Physician and Certified Ergonomic Assessments Specialist (CEAS II) who dedicates himself to treating his patients’ symptoms and physical dysfunctions, whether it’s a professional athlete, a weekend golfer, or an office worker. 

Dr. Christie received his B.S. degree from the Florida State University in Exercise Physiology and was an assistant strength & conditioning coach for FSU athletics. His education and desire for learning continued at Logan College of Chiropractic in St. Louis where he received his Doctor of Chiropractic and Masters In Human Biology degrees. 

Dr. Christie is currently the CEO of Health-Fit Corporate Wellness which provides On-Site Chiropractic and Ergonomics for corporations such as Royal Caribbean, ADT Security, Tyco Integrated Systems, World Fuel Services, Strategic Coach, Frito-Lay, and others. 

In 2016 he launched The Modern Desk Jockey Podcast, which provides healthy solutions for the desk worker. 

Dr. Christie has been the Chiropractic/Sports Medicine Physician for multiple football academies in South Florida. He is currently the Sports Chiropractor for XPE Combine Prep Program in Boca Raton, FL. This role includes treating the college football players during the NFL Combine Prep Program and the NFL Combine in Indianapolis. He also has worked on over 500 NFL, MLB and NHL players for these strength & conditioning companies during their off-season Pro NFL/MLB programs.

In November 2009, Dr. Christie was appointed by Governor Charlie Crist to the Board of Athletic Trainers as the Chiropractic advisor. This appointment is through the year 2017 and will include working with and advising the Board of Athletic Trainers on maintaining and improving the quality of care for Certified Athletic Trainers in the state of Florida.