EPISODE 364: Strategic Video Strategies for Your Practice

Hey, chiropractors. We're ready for another Modern Chiropractic Marketing Show with Dr. Kevin Christie, where we discuss the latest in marketing strategies, contact marketing, direct response marketing, and business development with some of the leading experts in the industry.

Dr. Kevin Christie: [00:00:00] All right. I'm excited to have Robin and Jody on the podcast today. I've had the pleasure to get to know them over the last few years, and we're going to have them on today to discuss what video is done for their practice. And, uh, before we dive into that, uh, tell us a little bit about yourself personally, professionally, and we'll go from there.

Thanks,

Jody Freedman, DC: Kevin. Well, it's, uh, it's been almost 20 years of practice for us, which is, is pretty amazing to think about. And over that time, uh, both of us have done kind of a little bit of everything in practice. Uh, really, both of us started out in locums, um, and, uh, I did that for really five years. Along that way, I also built a corporate health business on this side.

Um, and then, uh, you know, started off doing some mobile care, on site care, uh, and then really evolved into doing, uh, some independent contract work at a practice. I was really looking for a practice to purchase, um, and, uh, we found one that was, that was a good fit. And, uh, about, uh, [00:01:00] six years after we, uh, I joined the practice, then we were able to purchase that practice, and we've been doing that ever since 2016.

Dr. Kevin Christie: That's great. And, and Robin. Yeah,

Robin Armstrong, DC: we, I mean, we never thought that we would work together when we graduated. We were in the same chiropractic class, got married a year later and didn't think we'd work together. Um, I wanted to sort of practice in the hot neighborhood where all the yoga studios were and juice bars and all that.

So I started out there, um, at a multidisciplinary clinic. And then as we had one kid and then a second kid, we realized, you know, financially and personally it would probably be best if we, uh, came together in the same practice. Yeah. Yeah. So after our second kid, I was able to sell my little practice, which was nice.

And, uh, you know, thought shortly thereafter we'd, we'd, uh, get going, but it took a little longer for the retiring chiropractor to eventually leave. So I did a few more locums during that time. And then, uh, yeah, we, we came together and purchased in 2016 and it's been really great. There's just such a depth of patients there.

We have people still to this day coming out of the woodwork from [00:02:00] 2010. 2009, you know, 2012. And we just go into storage, get their file and get going again with them. So it's, it's been really great

Dr. Kevin Christie: that way. Yeah. And that is one of the benefits of buying a practice that has some history to it is you do get just new patients coming from 10 years ago or eight years ago.

And you don't necessarily have that when you start from scratch for sure. And, and just tell us where the practice is located. So it's about 45

Jody Freedman, DC: minutes outside of Vancouver, Canada. And so it's like a hugely growing suburban community. I just saw a news article that they're going to put up seven towers with 2500 people in the next couple of years.

Uh, so it's a great place to practice and really growing practice, but it also means that a lot of the people moving into the community are moving there based off of housing costs and availability. Um, so they're not as connected to the community as they once were, which is again one of our motivations for doing a lot of the marketing stuff we do to be able to reach those people.

If I go back 10 years ago in practice, most of the [00:03:00] people coming into our practice were really connected in some way with an existing patient. But it's quite different in our community now.

Dr. Kevin Christie: So you've seen a little bit of an influx of people. Is there a particular age demographic that's trending into the area?

Robin Armstrong, DC: It's like new families. Uh, you know, real estate is quite, quite the hot topic in Vancouver. So people start moving further and further out. That also includes our existing patients. You know, around COVID, they started moving out. retiring or looking to downsize or just get more affordable housing. So they're moving further out.

So these intergenerational families that we used to treat, you know, we'd see the daughter, we'd see the mother, we'd see the grandmother, they're starting to move further away. And then we have new families coming in.

Dr. Kevin Christie: Yeah. And then it's that age demographic, cause a lot of people don't realize, but the millennials are now those young families, you know, even 40 years old.

Uh, we think of the millennial as the 25 year old, but that's, that's just not the case anymore. Right. Um, so you get, would you say a fair amount of millennials moving into the area? I [00:04:00] think

Robin Armstrong, DC: so. Yeah people in their 30s

Jody Freedman, DC: Yeah, I mean, I think that's that's primarily like, when we look at our new patients, that's primarily who we are attracting.

Um, and whereas Langley, our city that we practice in used to be as a more blue collar, it's becoming a wide mix of people. Um, again, all different ethnic backgrounds, um, all different ages. Uh, again, it's very interesting. Uh, so primarily we'll see some of the younger people, uh, like you talked about instead of thirties.

I guess that that dates myself when I was pretty younger people as

Dr. Kevin Christie: in the 30s. That's like the joke was like, Oh, you went to college in the late 1900s. Like, don't ever say it.

Yeah, I get that. I just wanted to kind of pin down on that a little bit because the topic of our discussion will be videos today. And so obviously that age demographic is going to be Um, high into video viewing, right? That's a, that's a big, uh, source of information for them versus maybe the [00:05:00] written word, like, uh, our generation or the baby boomers.

And so we're going to dive into some, some video today, uh, which will be great because, uh, Uh, you, you know, you two have, you bought a practice. It was a very good practice. You've developed it into a very good practice and it's just been exceptional. And I, I've always been impressed with how you two have taken on new things because you're not just resting on your laurels.

And so video was a new thing for you a couple of years ago, maybe a year and a half ago when we, when we launched that. So, uh, tell us a little bit about your endeavors into the video and some of your thoughts around that. Yeah, well, part of

Robin Armstrong, DC: our reason for starting coaching with you is we really felt like we wanted to A, be on the same page, but also modernize our practice.

You know, when Jody joined, I don't even think there was a website. So he, you know, set up a website, set up a Facebook page, but still, it was just more like a landing page. Didn't really do anything, didn't serve us. And so we, we just wanted to have a social media presence that was actually meaningful and, uh, [00:06:00] have some interesting content.

And you were encouraging us to try videos. And, uh, because, you know, Jody had a pretty substantial patient base. I was the one who needed new patients. So that was going to fall to me. So, uh, we're, um, what do you call it? We're slow upstarters.

Dr. Kevin Christie: is that the term? Yeah. Yeah. It's, uh, there's that whole bell curve, right?

Robin Armstrong, DC: So it took us a while, but eventually, um, I shot my first video. It took me, I don't know, an hour of preparation, uh, for content. I'm not sure why I thought that I needed to do so much preparation for a little tiny video. It was about lifting Children, uh, and shot that it was. It was okay. But then we, you know, looking at it, you realize, okay, there's not enough lighting.

I was just using the phone microphone. Um, I think it was crooked. Um, but people liked it. And, uh, we So I just kept going from there. Um and got easier and easier, got smoother, developed a process so that [00:07:00] every time wasn't like the first time. You know you just kind of had, okay we do this, we do this, we shoot in this location and I had my sort of set types of videos that I shoot so it's getting easier and easier every time.

Dr. Kevin Christie: Yeah. And, you know, you two have been very, um, hopeful members on our group calls and always have, uh, great advice and wisdom around that. And then we ended up having a group call on just, you know, going over some of our members videos and everything. And we use yours as an example of like really well done and it didn't happen overnight.

Uh, but now when you watch your videos, It's really good. And we're going to kind of go back to that a little bit, but before we do, I wanted to set the context a little bit, because Jody's had some really good thoughts pre recording on why video has been so, um, valuable for the practice and the different avenues for it.

For sure. And I

Jody Freedman, DC: think I need a little bit of convincing in the beginning as well, where it's, uh, you know, when you start off, it's just like, it seems like a lot of effort. To just [00:08:00] do a video, but I think as I realized that it's not just a video, it really is an internal marketing tool. It's an external marketing tool.

It's a patient education tool, and it's a community networking tool. And I really like things that accomplish a whole bunch of goals all at once. And so once we start to view the videos in that context. It really added a lot more motivation for us to be doing the videos regularly and also kind of push some of the content that we're doing and made it help us make decisions about the content that we're doing the videos like from an intro marketing perspective, we do a newsletter every two weeks.

That video. It's got a really high open rate. We've got almost 50%. It's got a lower click through rate, which is okay. That means that people are seeing that we're doing the content there. Our views aren't quite as high as we'd like them to be, but I think the important thing is, is that people are seeing the content and if they're not watching it, we do a written description of the video as well.

So a lot of the exercise will be that knowledge we transferred that [00:09:00] way. Yeah, from an external marketing perspective, we push them to the neighborhood local Facebook groups. And so again, we're getting about 2000 impressions that way. Um, and there's, you know, tens of thousands of people on on those neighborhood Facebook groups.

Um, we also, you know, will encourage, like, I'll send an ergonomics video out to how to set up your workstation to a patient. And, uh, many times they'll share it with all of their coworkers. So again, a great sort of external tool that way and some nice organic marketing. Um, and then again, we use the videos on our website as well to be able to get people to allow to get a feel for how we are as practitioners before they come into our office.

I had a patient,

Robin Armstrong, DC: uh, explicitly say to me the other day, I knew a patient who, um, she had been to a chiropractor who had retired, and I knew they had a replacement, so I said, oh, I think there's a replacement there, and she said, well, you know, it was your website. I was able to get a feel for you, and you became familiar to me, and I, I knew your style of practice, so it made me comfortable coming in, so that was great to hear as

Dr. Kevin Christie: well.

Yeah, it's called the parasocial effect. I talked about [00:10:00] that in Parker, Vegas, uh, not too long ago. And it's because they do get to know you on video. It's kind of like, I use the examples. If you saw Brad Pitt walking, he's like, you feel like you would know Brad Pitt because you've seen him on video for decades now.

Right. He wouldn't know who you are. And that's what it means. It's like where you have a, it's a one sided relationship, but at least they do feel comfortable and know something about you, which is great.

Robin Armstrong, DC: And I see that sometimes walking into the room, you know, occasionally Jodi and I will see each other's patients and I walk in, it's the first time me meeting this patient, but I can tell that they feel like they know me already.

So it's an interesting feeling because I'm the one coming up in a lot of the videos. So they, they know my face, they know how I speak, but they're new to me.

Jody Freedman, DC: And one other way we've been using the videos a lot, and I really I sent out at least a few days, is a patient education tool as well. I mean, rather than going into a sort of a five minute chat about how to set up your workstation, or how to set up your car seat in your car, I just send them the video that we've [00:11:00] created on that.

And people really appreciate that you're going the extra mile to send that information. And it makes things much more efficient in practice, where you're not saying the same things over and over again. Um, and I think really the reality is, is we do a lot of talking and education with patients in practice, but the minute they will get to their car, they don't remember 90 percent of what we just said.

So I think the video is really helpful from that perspective as well.

Dr. Kevin Christie: I want to touch on that for a second, cause it's such a good point. I'm glad you brought it up. Is that, yeah, it's so much more efficient, you know, because it could take three to five minutes to sit down there and go over. Sitting ergonomics.

Right. But every time I've just like, Oh, I got to actually a video on that. I'm going to go right now and email it to you. Um, they compute that as like, wow, that's like, they took the time to send me that video. That's great. They don't look at it as like, Oh, you should have sent the three. Five minutes doing it for me here.

Um, so they don't look at it that way, which is great. And so now you're saving time and you're keeping the same level of, um, [00:12:00] education. And like you said, even better, because if you just showed them and verbalized it, they would probably forget 90 percent of it. Now they actually have the video that they could watch.

20 times, right? Uh, so it's a phenomenal patient education tool. So I'm glad you brought that up.

Robin Armstrong, DC: And particularly after the new patient visit, we're trying to be mindful. Is there a video that's relevant to this patient that we can send them? Because again, in the first day that we, we treat and give a report of findings on the first day that, so they're getting a lot of information.

So often if there's something like exercises or stretches or workstation setup, something like that, we try to send it to them the day of or next day so that they have that in their

Dr. Kevin Christie: inbox too. That's awesome. Great. And

Jody Freedman, DC: the and the last thing that we've been using the videos as a tool is is for community networking.

And really, it's like one of those things that have been meaning to do in a tremendous way over the years of practice, but you need a little extra motivation to actually do that. And I found reaching out to people, businesses in the community. I've done videos with a [00:13:00] mattress shop. I've done videos with a number of different fitness facilities.

I've done one with a ergonomics supplier. Um, I've got one with a golf pro set up next week. Um, and it's been a great opportunity to just meet more and more, uh, businesses and other professionals inside the community as well.

Dr. Kevin Christie: Yeah. And I want to touch on that and dive into it a little bit. Um, you know, cause that's something that you've really spearheaded, which has been great.

And it takes that, um, Old school in person networking, but brings a new school, uh, kind of modernization to it, which has been phenomenal. And then, uh, so not only what happens there is you get content. Um, you're going to share it on your platforms, but they usually are going to share it on theirs as well.

So you, you get in front of their audience, which is really cool. And then there's going to be a really high level of reciprocity that they're going to feel towards that. It's like, wow, they're giving me a, a platform or a spotlight and that's going to be great. And they're going to probably. Have a higher chance of being a referring a partner down a road because of that.

Have you found that since you've been doing [00:14:00] it? Absolutely. I

Jody Freedman, DC: mean, I think you still, uh, it accomplishes all those things that you said. Uh, And I think to take the next step to create it into a referral partner, I think you really still need to continue to cultivate the relationships and I've seen that in the difference of the ones that I've stayed in contact with versus the ones you just do the sort of one off video and then it gets forgotten, but you're absolutely right.

They've all shared that with their social media followings. That's been fantastic. Um, and again, they've been really appreciative that you're going out to the community to be able to highlight, uh, their business and then for our patients to create some variety as well. So it's not just me or Robin that they're seeing in all the videos.

Uh, it just creates something different on, on, on the feed that they're seeing. And I

Dr. Kevin Christie: want to, I just want to go on a soapbox for a minute here. So don't mind me. Um, you know, you two have a very good practice, uh, and you've had one and you, and you didn't have to do these things, um, and you have, and you took it.

You know, you know, by the horns and really have done it. And you're [00:15:00] also an example of like, you know, you're not trying to be an influencer. I think too many people like, wow, do I want to do video? Like, I don't want to be an influencer or if they're not becoming an influencer, they think it's, you know, not serving a purpose.

And I, and I wanted to like, you can just be regular chiropractors with really good practices and get a ton of benefit. Um, out of video, the second soapbox I want to jump on is again, you, you guys didn't have to do this. You have a very thriving practice, but it's becoming even better. And it's going to, um, it's going to stay congruent with the incoming influx of different, uh, generation and more people.

And you're going to, there's going to be more competition. That's going to flow in. There's going to be more chiropractors. And so you're going to be able to stay ahead of that trend line, which is great. And so for our audience that are listening that are, uh, maybe not in a situation where the practice is great and you're, you need more patients and you need more revenue, uh, and you're kind of, you know, not in that [00:16:00] thriving position.

Um, these, this is something that, yeah, it's not easy going out there and doing that, or it wasn't easy to start video at all. But if you do those types of things, it really will help you out. And I think in everybody's heart of hearts, they know there's things they should be doing to grow their practice.

And they're just not for, for whatever reason. And I think you, you two are a good example of like, you just got to get over yourself, right. And, and, and kind of just do it. And it's not easy, but when you started a practice, it wasn't easy. Right. You graduated chiropractic school and you started your first patients.

It was like nerve wracking and we weren't any good at it. Yeah. But you get better, right? So that's my soapbox.

Robin Armstrong, DC: I like the influencer point because that was important for me just to, to find my own voice and realize, Oh, I'm not trying to attract someone in Minnesota. I don't practice in Minnesota and I'm not trying to be, I don't want my video to go viral.

I just want my video to be useful and, you know, [00:17:00] showcase my capabilities, what we offer at our practice and, um, you know, give something meaningful. So it doesn't have to be showy. I don't have to do a dance. I don't have to do any of those things that might trend. Um, I just have to make a good video that has good content that might be meaningful to someone who's thinking of becoming a patient or is already a patient.

Dr. Kevin Christie: Yeah. And I want to, I want to touch on that real quick too, is that you, you got to do it within your, Personality and who you are and what your clinic is like, yeah, there are some people that are, uh, have a different personality set and they're going to do great with the dancing and or things, right. Or, uh, some people are going to be insanely good looking and they're just going to have a better Instagram following probably.

You know, like I see the guys with the abs. It's like, well, I'm just not going to be able to do that. And it's, um, I'm 44 years old now. I'm not 24. All right. So I'm not going to be the ab influencer on Instagram, but I'll try to bring a level of maybe wisdom. Uh, so I think that's key is to feel in, like, within your comfort zone [00:18:00] is like, you're, you're becoming a leading educator and the video is a platform, uh, for, for, for doing that.

And we're going to, Touch on that further, Robin, but Jody, give us a little bit of the mechanics of getting out in the community with these videos. How long are these interviews? How are you setting it up? Just kind of walk us through what it looks like. Uh,

Jody Freedman, DC: for sure. So, uh, I think reaching out and actually establishing a time with people, busy other professionals, the community is probably the most challenging thing.

Uh, but I think finally you just have to be persistent with that and find a time that works for both of you. Um, I really only allocate now an hour. I was sort of allocating about an hour and a half to begin with, but I've got a quick set up. We've got a dual, like, really high quality microphone, uh, set up and, um, we've got a film on it still on an iPhone, uh, with a tripod.

Um, and then I'll bring a small lighting kit as well, just in case that that's necessary. Um, most of the times it's not. Um, and, uh, you know, I've gotten better over time, but now I basically set up the [00:19:00] tripod. Uh, I actually use a little bit of tape and, and mark on, on the floor where we should be standing, because you realize that visually, uh, it makes a difference where you guys are actually located, how far away you are from the, from the camera.

And, um, and then I try to just do a little bit of preamble with the actual person, uh, before we get started, uh, sort of like we did with this podcast, um, just to kind of get them warmed up a little bit, uh, and a lot of people are kind of feeling really nervous to be on video, especially if they haven't done it before, um, and I usually just tell them, you know, I'm just going to ask you the same questions that people are asking you all day long, whether you are a Um, shoe fitting expert or a mattress expert, um, you just need to answer the same way that you've been doing all day long, and that seems to work pretty well, um, and, uh, then really, again, it's just about you being prepared and having your intro hook, uh, to, to get started with things, um, and then I go right into some really, you know, sort of three directed questions with them, um, and that really makes a four, four and a half minute video, and, uh, and it works pretty well.

What I've learned over [00:20:00] time is that because I'm spending time traveling to that location, I'm spending time setting up, um, I really try to film at least two or three videos with that individual person, um, and that way we'll sort of sprinkle that out over the next couple months, um, in our feed. Um, and that makes it a lot more worthwhile to show up than, than just filming one video.

Dr. Kevin Christie: Yeah, that's a great point because I did this about five times, um, maybe five or six years ago. And I was doing like 15 minute video, uh, which I think was a little bit too long for what I was trying to accomplish. And it was one video. I like how you're doing like three different ones. Uh, definitely gets a little more juice out of the squeeze for sure.

Yeah, I mean, for

Jody Freedman, DC: an example, I went to, uh, Kintec, which is a local, like, shoe supplier, running shoes, um, all kinds of other high quality footwear. Um, and we did a video on, um, basically the elements of a great shoe. That was the first video. Um, number two was, um, you know, choosing a shoe if you have, uh, knee pain.

Um, and the third video was about, uh, summer [00:21:00] footwear and indoor footwear choices. And, uh, you know, again, there's some overlap between those videos, but, uh, again, it was a great way to be able to get content. And the two videos went out right away. The third one we saved for the spring time when it's relevant for, for sort of spring and summer

Dr. Kevin Christie: footwear.

That's great. And, uh, you know, there's so many different types of businesses that you could interview in the community. You know, it could be like you said, shoe, it could be doctors, it could be a nutritionist. It could be a, you know, we have these, you know, Like pillow mattress places, you could go to one of them if you have a local one in particular, like, there's just so many cool options that would relate to a person's health, which is, um, you'd probably just endless.

Yeah.

Jody Freedman, DC: And, you know, for the mattress store, uh, again, I did a, like frequently asked questions when, where I just rattled off, you know, 10 questions in a row and that created a short form video. I'm going back in two weeks and we're going to film this one. I'm actually going to do a deeper dive because I think it's worthwhile to actually film a 10 minutes to a 12 minute video where we [00:22:00] really go through the process of bringing someone into a mattress store where they're getting started, um, what, why we would choose a latex versus a spring mattress.

And I think that's hard to accomplish all in a four minute video. Uh, but, uh, I think in general, I've, I've kept them reasonably short, but some, I think weren't a

Dr. Kevin Christie: longer video. That's cool. I love it. That's great. Um, one thing I did was, um, kind of theme too. I would do like, okay, uh, I had one runners and triathletes and we interviewed, uh, a trainer.

We interviewed someone that was like a swim coach and we did, you know, a whole, like a four part series based on that I had one was throwing injuries in the baseball player and we, um, Uh, 1, it was like, uh, we did MRI and had a radiologist I interviewed, I had an orthopedist, I had a pitching coach, right?

So you could even do some themes around it and certain sub specialties within a theme, uh, to get some different perspectives on there for sure.

Jody Freedman, DC: And I should say also that, uh, I arrived at this because I saw the potential from a networking [00:23:00] perspective, but also to make our feed interesting, but more importantly.

Robin, like sets up the camera. She has a brief script and she's sort of done the video and maybe one or two takes. And, uh, and so 10 minutes later, she's done with the video for me to try and do the videos that she does. Uh, it takes me 45, 50 minutes and I do 32 takes of them. So we decided from an efficiency perspective that like, uh, I'm probably better off doing sort of these more community videos and she's probably better off doing the more instructional.

All right. Uh, more exercise type videos, and that again just works best for us to use our individual talents.

Dr. Kevin Christie: Exactly. That's one of the beauties of having two people. Um, and then one last question, Jody, how many are you going to do of those a year? Do you think about? Yeah, I'm

Jody Freedman, DC: trying to do at least eight, um, uh, visits out into the community, which should generate between 12 to 15 videos.

Dr. Kevin Christie: That's perfect. Great. And that, and then that kind of as a supplement to the other videos. And now we're going to go over [00:24:00] to, to Robin, who's kind of shooting more of the traditional videos. Um, what have been some of your strategies and thoughts around, uh, what you're shooting?

Robin Armstrong, DC: Uh, well, it helped to come up with different categories of types of videos, so they kind of fall into a few.

So one is more of a conditions based video where we call all about. So I'll say, you know, today I'm going to talk all about sciatica, what it is, what it might look or feel like if you're suffering from it and what you can do about it. And then sometimes that's paired with an exercise specific video, you know, these are four exercises for sciatica.

And then, uh, also for my target new patients, we try to think about, um, I like to treat active people, whether it's active youth or active adults. So I might do, you know, four exercises for the throwing athlete or, you know, how to prevent back pain on the bike. like that.

Dr. Kevin Christie: One of the ones I liked too, that we showed, I wanted, I wanted to use it as an example when it was your [00:25:00] turn to chat was, um, we, we did the one where you showed an evaluation and treat treatment of headaches and it was just really well done.

You, you did a good job of, you do a good job of speaking, which is helpful, but it was very, organized and ultimately showed from the assessment to treatment. And in that particular video, um, you did mostly like soft tissue, uh, treatment for that. And you kind of mentioned some of the other things you would look at doing, but, um, it was really good to see your, you know, even from a doctor's perspective, but I could try to put myself in the patient's perspective to see, Oh, you know what?

It doesn't have to be scary to get my headaches. Evaluated and treated by a chiropractor and I was very welcoming and educational on that. Are you doing a lot of those types for other conditions as well?

Robin Armstrong, DC: We've done a few so we did like the the video I think that trends the most is Uh, we had a detective series.

We kind of just fell on this title, you know back pain detective and I like that back pain detective, how we solve your neck pain. And I think that's the one that gets the most views. And to [00:26:00] me, I'm like, it's not very flashy, but it is exactly what you said. We just walk through, you know, this is what we do in your history of things we've looked for questions we'd ask.

And then we did a second video of, of, um, assessment and then, and treatment. And to me, I guess because, uh, you know, it's something I do every day, it doesn't seem that exciting or interesting, but not everyone is watching what I do every day. So they want to see and get a picture of what would it look like if I came to see you and what can I expect?

And so I think that's probably why it gets a lot of views. It

Dr. Kevin Christie: does. And I think one of the big benefits of it, um, is we forget about this, but there are a lot of people in the Community, uh, don't know what we do, or they have a preconceived notion of what we do as a chiro, like as soon as they hear chiropractor, they have a lot of different thoughts.

And so we're presenting on video something that like, Oh, that actually looks like what I need to, to have like assessed and treated like that actually looks good. And that looks like an informed doctor. And [00:27:00] so it helps shape. Actual, um, understanding of what you do as chiropractors. And so that's why I think it's really strong with video and how you go about that, which is, which is great.

Um, the other thing is that you mentioned earlier that it goes on the website and they see that and they feel like they know you, which is good. A third component of that is by putting it on your website, you're actually going to improve your SEO because you're usually putting the YouTube video on there and.

Google owns YouTube. So they like that. So there's a lot of benefits from it. But, but ultimately you're, you're, you're showing what you do as a chiropractor in your practice versus letting the vast majority of your community have a preconceived notion of what it is.

Robin Armstrong, DC: Yeah, and it just occurred to me the other day, you know, we treat a lot of people with rib pain, pain near the scapula and we haven't done a video about that and I, you know, it's like every day I'm treating people for this condition.

So, uh, that's what I'm doing. I'm doing two videos about that, you know, what it is, what it looks like, what it might look like. What we can do about it. And then an exercise [00:28:00] video, same thing. So, and we've done it for low back pain, like just general low back pain. We've done it for, uh, disc herniation as well.

Um, and I think, I believe foot pain as well covered.

Dr. Kevin Christie: Yeah. I think about, you could do a laundry list of conditions that are like kind of weird condition, like a rib thing, or it's like, where, who else would they see that would actually do anything for this, you know, there's not many. And so you could start to use some of those odd issues that we do pretty well with, right.

Jody Freedman, DC: For sure, and one thing, one piece of feedback we got, uh, which was amazing was, uh, to be actually recognized by our provincial association for our video work. Um, and we didn't even think about that about, I mean, I think we're thinking about just communication, um, communicating with potential patients, communicating with their own patients.

Uh, but we forgot about how we are actually representing chiropractors really well, uh, in, in the broader community. And so we actually had a two page feature in our, in our provincial associations, last annual general, uh, report about the video work that we've been [00:29:00] doing and the education work we've been doing, which has been really nice to be recognized for that as

Dr. Kevin Christie: well.

That was really cool. When you guys got that, that was neat because, uh, like you said, uh, you know, there's a lot of bad videos out there. Um, and if we can get a lot more chiropractors like yourselves putting Ethical. And, and, and I, I like the word elegant with marketing. Like that's the type of chiropractors we are, I think in this evidence based type is that we're not trying to be something that we're not, we're not trying to again, be an influencers or a list actors.

We're trying to really provide great information and videos doing that. And it's really cool to see that you're, you got recognized above and beyond just your community and your patients. So, uh, congrats on that. That's pretty neat. ,

[00:30:00]

Dr. Kevin Christie: any other, uh, future thoughts and visions on where you might take videos?

Are we pretty good with where we're at right now? I mean, we're pretty

Robin Armstrong, DC: happy. We get good feedback. I'd like to figure out [00:31:00] shorter form videos. You know, as you, you mentioned the reason why we do sort of the three to five minute video is because we embedded in our, our website, but you know, I'm a social media user myself too.

And we just watched these 60 second videos. So that's going to be my next thing. Again, I've been thinking about this and talking about it for months and one day I'll just do it and it'll happen. And I know that that's the next stage that I'm thinking for myself.

Jody Freedman, DC: I think we'd also thought about one thing that we haven't acted on as big as we could be is MD marketing as well.

And so one thought we did have is about creating specific content that they can use with their patients as well and explaining some of the conditions that they are seeing inside their practices over and over and over again. Uh, so we thought that might be a great tool rather than just again, a cold reach out to physicians in our community, we're actually providing them with the tool that they could be using to other practices as well.

Dr. Kevin Christie: That's a great idea. And then even if you, you know, if you pair that up with, if you [00:32:00] interviewed some specialists and MDs on your video aspect, that'd be a great connection for you. It's a kind of a Trojan horse to connect with that doctor, interview them. you know, during that natural dialogue on the video, they'll understand, okay, this is a chiropractor that I could align myself with and you could, you know, cultivate that relationship even further.

So that would be a kind of a rockstar way of, um, doing MD marketing. Right. Absolutely. Oh, cool. This is great. You know, and I just, uh, I, I want to kind of finalize this when the, the fact that again, anybody can do videos, right? And it doesn't, you don't have to be an influencer. You can just be really good chiropractors that have a wealth of knowledge and then just keep on getting better at it.

I do think, uh, you know, You both have a knack for it and it came out quicker than some, but it didn't come out right away. Right? I think you both would agree that it was rusty and it's gotten better. Right?

Robin Armstrong, DC: That's right. And I think I just tried to take a [00:33:00] non perfectionist view. I might not like every aspect of the video that I make, but it's, it's good enough.

And I know I'll keep getting better. And if you're stuck on content, Just think about the most frequent questions you get every day and practice and just start with that because every day you're doing a little video. It just happens to be live. You know, you're talking to your patients, answering their questions.

So if you take that content and then just turn on the camera, then you're good.

Dr. Kevin Christie: Yeah, that's why we're actually, we're excited. Cause, uh, Dr. Ashley Jordan, who's one of our associate coaches has volunteered to do a once a month call just to workshop ideas, um, campaign ideas, video ideas, community outreach ideas, office initiative ideas, like just to get that creative creativity going.

And that's been something that's been nice to kind of have that group think on different ideas. Well, I really appreciate your time. And this was really good. And I think, um, a lot of people listening to this will hopefully make, take that next step into video and [00:34:00] realize that it's, uh, there's a learning curve, but it's not daunting and you just got to keep on hitting record and, uh, maybe the first, uh, eight or so you don't even publish, you just hit record and you practice and you go from there.

Right. Absolutely. And that and that's

Jody Freedman, DC: really what we did is we just just got going with it. And it's amazing how much easier it gets

Dr. Kevin Christie: with time. Yeah, absolutely. So, well, thank you so much for today and looking forward to seeing on our weekly calls. Thanks, Kevin.

Jody Freedman, DC: Take care, Kevin.