EPISODE 447: Instagram Marketing Update Show with Molly Cahill

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] Alright, excited to have Molly on the show again. It's been two years. We just looked it up before. We recorded two years since we've had you on it. But, uh, between that we were, uh, fortunate enough to have you come and present to our East Mastermind group in Boston this past summer, and that was very, uh, well received.

And so we. Had a lot of good insights on, uh, marketing and in particular Instagram marketing. And I wanted to get you on to kind of do an update show on Instagram. It's, again, been a couple years and two years in Instagram world is like, uh, two decades.

Molly Cahill: Yes. In

Dr. Kevin Christie: real world. So,

Molly Cahill: yes.

Dr. Kevin Christie: What's what's new in your world, Molly?

Molly Cahill: Oh my gosh. So first of all, I just wanna like, thank you again for having me in Boston. I'm not good at being, um, like disingenuous and fake and I just have to say that your people were a blast. Like I had. The best time. I was like, man, I wish I wasn't leaving so soon and can stay. Like I, I truly had a great time presenting to your group, so kudos to you for curating such a amazing [00:01:00] group of people.

I had a lot of fun.

Dr. Kevin Christie: Yeah, both groups are just amazing and, and the, and the, uh, collaborative work that they do together and then, uh, and help each other out and then also, uh, you know, have fun with our guest presenters has always been great.

Molly Cahill: Yeah. Yeah. Four hours was a long time to present. I felt like I was, I was like, all right, I can do this.

But I loved it. It was great. 'cause normally when I get to do presentations, it's, you know, it's a little bite-sized. You know, I can cover a lot in 30 minutes or whatever. But I loved that. We were able to actually go deeper and be practical, like actually put everything to work and kind of workshop each topic.

So

Dr. Kevin Christie: yeah. And it's obviously the, the design of the four hours is not to be just a, a didactic lecture, but was, it's always good to have heads down work and you facilitate that. Yeah. So people got really clear on, you know, 'cause again, like when you talk about, say Instagram marketing, uh, there's, it's misconstrued sometimes that alls you need to do is get good at.

Uh, particular nuances of Instagram, but you still have to know your ideal audience. Mm-hmm. [00:02:00] And you gotta know your messaging and like you, it was nice for you to work us through that and then we can get to the, the bells and whistles of, of Instagram. Yeah. So, but yeah. Let's, let's start out, um, you know, it's been a couple years since Instagram, Uhhuh.

You know, you and I talked about it. What are just some of the things off the top of your mind that are new in the last, um, six to to eight months? But I, I'm gonna actually. Make you start with one and then I'll let you go to the other ones. But, uh, the thing I'm real fascinated with, which is the IG collaborations that Oh, yeah.

Mm-hmm. That we can do. So if we can start with that and explain what that is, some of the details of that, some of the power behind that, and then we can talk about some other, uh, new aspects of Instagram.

Molly Cahill: Absolutely. That's actually one of my favorite, and probably I would say, most underutilized features on Instagram.

You're right. I actually don't think that was when we spoke last two years ago. I don't think that was a thing. It's, it's been a while now, but I don't remember [00:03:00] exactly how new.

Dr. Kevin Christie: Mm-hmm.

Molly Cahill: But, um, one of the things with, so in our Instagram management agency, for those who don't know, we run about 30 chiropractors accounts.

One of the things we ask for every single month without fail is, I mean, we ask for several things, but one of the things we ask for is, uh, what local business do you wanna highlight this month? Um, now that could be a colleague, right? Like somebody who refers you patients or that you refer patients to, or it could be as simple as the local coffee shop down the street, uh, a boutique.

I mean, we've had people do all, all number of things, nail salons, like you name it. Um, and. We, it, let's just first say if we were doing like the colleague route, we'll do, um, you know, our fa our favorite physical therapists in, you know, Raleigh, North Carolina. And then it's like a, a, you would do like a, you could do it as a reel or like a carousel post, or you're highlighting all of these businesses or, mm-hmm.

A lot of my pediatric chiropractors and pregnancy ones, [00:04:00] you know, they'll do like favorite lactation consultants or doulas or midwives or whatever. So like I said, whoever, uh, maybe it's a CrossFit gym that you often refer to, um, or myofascial release therapist, like anybody who you maybe ever refer out to that could be like your trusted providers in the area.

And then instead of just tagging them in the post, it does say tag. So it's confusing because it says tag. You'll hit Adam as a collaborator. If they accept it, then it lives on their page as well. And so then you're getting, you know, exposure to both audiences, which is gold. And I will say that a common thing I hear is, oh, well they didn't accept my collaboration.

Mm-hmm. My collaborate, they hate me. No, I'm just kidding.

Dr. Kevin Christie: Um, it's

Molly Cahill: like, no, they probably just didn't see it because it only goes into your notifications. Um, you'll get like a DM sometimes too, but it's just so easy to get buried that I encourage. Um, my students and our clients to just send them a DM and just say, Hey, I added you as a [00:05:00] collaborator on this post.

No pressure to accept it, but if you do, you know, it really help us both out, blah, blah, blah. Yeah. So, yeah, like I said, and it doesn't even have to be, it can be really fun. It could be like, you know, this is where the Christie's went for dinner on Friday. Mm-hmm. You know, it can be like, here's our favorite date night spot.

Like it doesn't have to be. Business like colleagues.

Dr. Kevin Christie: Yeah. And then it can be, uh, you know, it's almost like when you would, um, it's different. But, um, you know, when you would check in on Facebook at a, at the chiropractic office, a lot of people would s see that. And that was, that was pretty good. And you would sometimes ask people to do that.

Um, but you know, like for instance in the, we're, we're hosting a, we're co-hosting a workshop for endurance athletes and I'm doing the injury prevention side. And then we got a coach, she's a PhD who does kind of the mental performance for endurance coaches. And so we're co-presenting and we're doing some social media on that.

And, and that was one thing we did was we posted, invited her as a collaborator, but let her know, hey. We're gonna invite you as a collaborator on that. So you can, [00:06:00] you can do that. Or, you know, maybe you just service, uh, you, you go to a yoga studio locally and when you go there, you could take a picture of whatever yourself or you know, you and the yoga person or whatever, and invite them to collaborate.

And so it's almost kind of like checking into that business in a sense.

Molly Cahill: Yeah, we did it. Um, just thinking of, uh, one of our mutual clients that, you know, we, we did it with, um, there's like a non-toxic nail salon, like locally owned or whatever, and the post did not perform well. It got like seven likes, maybe.

Like, I don't remember. It wasn't much. But I checked it. My daughter and I went and got our nails done there and uh, I told her, I was like, oh, I didn't know about you. I heard about you through this post. She goes, you're the fourth person who's come in this week. So I just always like to remind people. I mean, it's a true story.

I like to remind people that it doesn't, it might not on the surface, it'd be like, oh, well this didn't really perform well, but people are still seeing it. Yeah. You have a lot of silent markers.

Dr. Kevin Christie: Love it. Yeah. So I would, uh, if I was a chiropractor, I would definitely dive in and utilize that [00:07:00] strategy. Um, a

Molly Cahill: hundred percent.

I

Dr. Kevin Christie: guess another question off, off of that, that particular topic, obviously everybody talks about Instagram reels as being kind of the thing right now, but you know, there's reels and there's stories, and there's posts. Do, do you recommend chiropractors have a, a healthy mix of all of those things?

Molly Cahill: Yeah, so that's a great question.

Uh, one of the biggest changes I would say, just in the last even six months is. We very rarely, almost never do just a single image post or single graphic post for our clients anymore. Mm-hmm. Carousels are having a big moment. So that's for people who don't know what that is, that's the post that you can just swipe through multiple slides.

Dr. Kevin Christie: Yep.

Molly Cahill: You can have up to 20 now, used to only be able to have 10, so you can have up to 20 slides. And we are finding that rather than there being like a lengthier caption mm-hmm. Underneath a post, people are more likely to swipe through a carousel because it's like. One to two sentences on each. Yeah. Or even three, you know what I mean?

It's just a little bite-size. Mm-hmm. Pieces [00:08:00] of information. And this to me, I love it. Like I, those are some of the most types of content I consume the most. And on top of just carousels being popular. This is such a breath of fresh air to me that Instagram is really return, you know, everything always comes back again.

You know, like a lot of stuff from the nineties is like trending. It's like now it's come back in vogue, which I hate to even call it a trend because I'm like, shouldn't it have just been this all along? Is um, I'm not saying I don't ever do any carousels with professional photography and mm-hmm. That I've made in Canva, but we're really seeing, um, the more uncurated photo dump.

Mm-hmm. Just almost like here's, you know, cam pictures from my camera roll. Yeah. With like little pieces of text over it. Because the biggest thing, like if you, if you've, you said talking about like the bells and whistles, like the biggest thing to take away from this episode if [00:09:00] you hear nothing else is, it's not about whether it's a reel or a carousel or a story.

People are just craving your lived experience. Mm-hmm. And the tips and tricks are no longer cutting it because if I want three tips for, uh, you know, better sleep, I can like put that into ai, right? Like, here's three tips for better sleep. People don't want that. It's, it's boring. It's has no, um, none of your, like I said, your experience and your, um.

Your authority behind it. That's what people are wanting. So, uh, as a marketer, we were always trained to never use the word I, right? Mm-hmm. Mm-hmm. It was like, you always say you, but that's like not a thing. It's like, now people really want to see, here's what I do with my clients. Like, yeah. So for you it's like.

You know, but you know, you were, if you could say, uh, my son came home today. I don't know if you have a son. Do you have a son? Two. Two. That's what I thought. Okay. My [00:10:00] son came home today, um, and I'm, I don't know. Do they play sports?

Dr. Kevin Christie: Yeah, they're five and three, so it's okay. Not pretty.

Molly Cahill: Okay. So like, uh, what do they call soccer at that age?

They call it like a swarm.

Dr. Kevin Christie: Basically. Exactly.

Molly Cahill: Um, so you could even say like, let's just say you had a high school athlete though. Mm-hmm. It's like, my son came home today with bad sciatica and I've been a chiropractor for 20 years, and here's, here's exactly what I did for him, or something like that. Yeah.

Like, people want that versus three tips for sciatica, like they don't care.

Dr. Kevin Christie: Mm-hmm.

Molly Cahill: Mm-hmm. So that to me is such a refreshing shift because people just literally want, like, it's, it's conversations you're having every day in your office anyway. So now just train yourself to be like, oh, this is my, this is my take.

Mm-hmm. Yeah. Like I know, hey, these YouTube videos are gonna tell you to do X, Y, Z, but lemme tell you, this is not my experience. Mm-hmm. Like, this is what's gonna help.

Dr. Kevin Christie: Yeah, I'm sure I, I imagine it helps for, uh, people to feel like they know you. Um, yeah. And that's one way of doing it. Right. [00:11:00] And obviously, uh, you know, a lot of people put their doctors on a pedestal and if they can feel like you're a human.

And you have a life and all that. I think they can connect with you a little bit. You're, you're always looking for that. Um, you know, it's kinda like with video, you get that parasocial uh, effect where you may not know that person, but they see your videos and they feel like they know you. Um, yeah, I've, I've always referenced like if I.

If I saw Brad Pitt walking down the street, I would feel like I knew him. Yeah. And he doesn't know me from Adam. Right. Yeah. And that's that one-sided kind of relationship there in the sense where they, they feel like they know you and they, which it helps them feel like they trust you. And, and if your content is a.

Uh, you know, down to earth, they'll, they'll like you. So it's that, you know, that common phrase No. Like, and trust and I think mm-hmm. What you're saying helps build that. Um, 'cause I think, you know, you can kind of put marketing into two different buckets. Uh, you know, and this is gonna be very, very, uh, quick and dirty what I'm saying here in a sense.

But, [00:12:00] uh, you know, if you, if you put out regular content that isn't that compelling, but it's going in front of the audience of your current and past patients. That is going to do enough to stay top of mind with them. Mm-hmm. And they've already serviced your business, so they have that know, like, and trust.

So they, as long as you can keep them top of mind, there's a higher chance of them reactivating coming in or referring to you. Uh, but then there's the hard part of marketing, which is compelling people that don't know you. Mm-hmm. And getting them to come into your office. And that, uh, everybody's always looking for that quick fix of like, if I run this ad or I create this content, I'm gonna like.

Automatically compel that person to become a new patient versus the fact that you, a lot of times you have to nurture them and Yeah. Uh, can you speak to that a little bit on like how I would love, how would Nurture via Instagram?

Molly Cahill: Yes, absolutely. So I think about content, um, I just put together a new free resource.

It's actually available [00:13:00] now. Um, it's just molly cahill.com/case study. And all it is, it's Canva templates that you can plug and play in case studies. Here's the thing about case studies, you're gonna get. Seven likes. You're gonna get probably zero comments and you're gonna be like, dang it, Molly, I just spent all this time putting together this case study that you said, but let me tell you what's gonna happen.

Mm-hmm. That's the thing that's gonna get somebody to pick up the phone or go to your booking link and actually book an appointment. That is what I like to call conversion content, and it's not as sexy. It doesn't get the big reach. But I teach, um, I've doved it a con content ecosystem. Mm-hmm. Where you have to have exactly what you said, content that speaks to both.

If you wanna think about it in terms of like, cold, warm, and hot leads. Like you're more quote, reach, content, reach, just being meaning the amount of unique people who see your post.

Dr. Kevin Christie: Yeah.

Molly Cahill: Um, that type of content. Is gonna be, like I said, different than like the more hard [00:14:00] hitting, like mm-hmm. You know, I'm only gonna stop scrolling if I see on this carousel that this person had five migraines a month, and now they're having one.

Like, and I have migraines, I'm booking an appointment. Versus like, that's not gonna reach the masses versus something that's, like I said, a little more, um, like viral hook ish. Mm-hmm. Mm-hmm. Um, that is designed to reach more people. So that is, you asked how can you nurture people? On Instagram, it's just making sure that you have, um, a combination of those different types of content.

Dr. Kevin Christie: Yeah.

Molly Cahill: And if you don't have to be, like I said, if you're the type of personality who's like, you know, more, maybe you're more professional, you're not super. Mm-hmm. I don't know. But are, we do have clients who will do like a lot of funny videos. Yeah. And those, those tend to reach a really wide audience.

Dr. Kevin Christie: Mm-hmm.

Molly Cahill: Um. What's cool about those is I see those almost fall into two camps. Like, I mean, not fall into two camps. Mm-hmm. They cover both.

Dr. Kevin Christie: Yeah.

Molly Cahill: Like, we'll [00:15:00] literally have people say, okay, that was the clincher. I'm gonna feel comfortable in your office. Mm-hmm. You know, you have a personality similar to mine.

So my point there isn't that you need to be doing funny videos if that's not your personality. My point is. That no longer is, this is like going back to what I was saying, no longer is there like, oh, here's my personal account and here's my professional that has my logo and everything is made in Canva and everything's pretty, and I've got these stock images of this random guy holding his neck.

Like that's just not, yeah.

Dr. Kevin Christie: You know, it's been funny. I've, I've been noticing, uh, kind of a few buckets of, of that humor or lack thereof. But, you know, you get, there's on one side of the spectrum, there's just educational based content and Yeah. And that's great. And then what I've seen, which has been a cool combination, is people, and we have some of our mastermind members doing it where they're providing valuable health education, but then they're putting a little bit of humor spin on it.

So they're, they're combining both. Uh, and then I see some. And I, and there's one that I've seen quite a bit where [00:16:00] literally everything they do is just some kind of humor thing that has no educational value. Like it's, mm-hmm. It's like literally just people dance, like team members dancing or like there's, and that's all their content.

Like I think, I think if you had a healthy mix of. Uh, educational content with humor, or you could sprinkle in some humor only, obviously you could sprinkle in some education only, but I've seen somewhere it's literally everything. They po and it's not their personal page, it's their practice. Mm-hmm. It's just like everything is humor with no substance.

And I'm like, uh, like I get, it's probably getting engagement and maybe it's also leveling you down, but at some point, maybe some. Information to, if it's your clinical page, if it's your personal, you can do whatever you want. Um,

Molly Cahill: no, I agree with you. That's like I said, it's why I call it an ecosystem, because Yeah, it's hard, right?

Because you get addicted to the like numbers. Yeah. And when you do post something more hard hitting

Dr. Kevin Christie: Yeah.

Molly Cahill: You're like, [00:17:00] oh, well that quote flopped. I'm like, did it because, or is that the thing that's actually gonna make somebody book an appointment?

Dr. Kevin Christie: Correct. And that's the hard part about the whole thing, right?

Is like if I said. You got your humor only video with no education, and you got. 10,000 views and then you got your education only and you got a thousand views. But some of those people would actually come see you for what you're talking about. That's gonna be the metric you want. But then again, I love the sweet spot of injecting humor and having the substance, which I think could be done.

Molly Cahill: Yeah. And another thing you can do is if you're like, oh, that feels like a lot of pressure, I'm not funny, or whatever. Yeah, we do. Um, for our clients, uh, we call 'em can't help myself posts.

Dr. Kevin Christie: Mm-hmm.

Molly Cahill: And it's where it's like an option of like, you know, which exercise would you be happy to never do for the rest of your life?

And you like, list out like burpees or this or this or this. And it's like people can't help themselves but wanna come play along with your game. Like, and that type of stuff. [00:18:00] Yeah. Is not really getting people to pick up the phone and call you. Mm-hmm. But it. It's getting engagement and growing a community on your page.

Dr. Kevin Christie: Yep.

Molly Cahill: And so then when you do post the more hard hitting facts mm-hmm. Then they're more likely to see it because Instagram's like, oh, people tend to like this, like this page's content. So like I said, that's why there's a mix.

Dr. Kevin Christie: Yeah. And so, uh, you know, it's fascinating so far. You know, we talked about the collaborations, we talked about the slide decks or the carousels.

Talked a little bit about the psychology of who's on Instagram and what they're looking for now, versus they may be using AI for certain things that they might've used Instagram for. I, we, my wife and I always joke around it was she basically raised. Our kids early on through Instagram. Mm-hmm. And, uh, now she's using AI for things.

Uh, you know, and it's fascinating the, the trend of Yeah. Things that people are using AI for, so that's gonna impact what they're using Instagram for. And then obviously we've talked about some of the types of content you could have. Uh, anything [00:19:00] else that's trending or new on Instagram that you're seeing?

Molly Cahill: Well, if this isn't necessarily trending per se, but if I could touch on AI and Yep.

Dr. Kevin Christie: Absolutely.

Molly Cahill: Okay. So I use it as my, that's

Dr. Kevin Christie: trend.

Molly Cahill: That's trending. It's trending, yeah. But I, I mean, I use it my business every day, right? Yeah. In this new group coaching program that you've got two of your masterminds and of mine, um, I'm literally teaching AI now incorporated into my curriculum that I've never taught before.

Dr. Kevin Christie: Yeah.

Molly Cahill: Um. But there's a way to do it without losing your voice or, and yes, I know there are ways that you can, you can train it and you can upload all of your stuff. Yeah. And that's just not even what I'm talking about. I'm talking about. I use it all the time. If I'm out for a walk and I have an idea for a post, I'm like, Hey, chat.

Like, let me just brain dump this idea just, and the important thing to say is do not change my words.

Dr. Kevin Christie: Mm-hmm.

Molly Cahill: Because I learned that the hard way. Yeah. Because I like, I would look at the end result. I'm like, that's nothing I said, it's like, don't change my words, just help me clean up my thoughts.

Dr. Kevin Christie: Yeah.

Molly Cahill: And I've [00:20:00] even asked it to.

Hey, I wanna, I have this idea for an Instagram carousel. I'm gonna brain dump some ideas. Please don't change any of my, my words, but, uh, help me clean it up and it'll like parse it out into slides for you. Yeah. So that's how you, you are still using the tool, right? It's a time saving tool, but you're not going, can you please generate 10 tips for low back pain?

Like that's,

Dr. Kevin Christie: yeah. I agree with you a hundred percent. That's one thing in our strategic coach group that I'm part of, uh, we, we dive into AI a lot. I'm actually heading there in a couple days. And, and, and really the, the way they boil it down is it's human plus AI is the secret. Yeah. Love that. It's not human only anymore.

That's gonna be optimal. It's not AI only. So to your point, you don't want to go into. AI and say, write me a, uh, you know, a blog about headaches for a chiropractor. Uh, you could, but that's not gonna be great. Versus, uh, you know, like for instance, when we, we have our [00:21:00] clients that we do marketing for in a sense where they shoot videos and get 'em to us, and we do all that and we will take.

Their videos a lot of times and, and utilize AI to say, Hey, turn this into an email written copy that's compelling based off of the information in the video. So now it's the, it's the human, the, the doctor's information and then AI's just cleaning it up and, and doing that. So it's really that human plus ai, and that's what we've been helping our coaching clients keep up with, is the human plus AI aspect of it, not just leveraging AI and telling it to do everything for you.

Molly Cahill: I love that. That's great. Do you have a good tool you like for, uh, video transcripts?

Dr. Kevin Christie: Uh, descrip is really good. Descrip. Yeah, that's what I,

Molly Cahill: I either use that or Restream, I just re stream's free if you're doing a real small one. Uh, I, yeah,

Dr. Kevin Christie: I mean, I mean, I've taken things like now, like when I do our group, our coaching calls for our clients, I'll, I'll run that audio, uh, through Descrip and take descrip, run it through Rock, and I'll say, Hey, give me a, uh, basically like a, [00:22:00] an outline of what we cover today and it does that, and then I'll get it to our clients.

You know, like, so it's using that. Uh, you know, you don't want to leave it at Descrip, that's for sure. I think really a good process is, okay, you got the audio, you got the descrip, you run it through, uh, an ai, then you run it through Grammarly. Which also uses ai, and then it comes out and it's like now you've got that really polished product that is still the genesis from your original content that you created the doctor.

It's not just AI making some shit up. Right? Yeah,

Molly Cahill: no, and I've even used it yesterday. I was short on time, and so I scrolled back and I was like, okay, this reel performed really well a couple months ago. Mm-hmm. I'm just gonna repost the same exact. But I'm gonna change the hook. So I put the hook into ai. I was like, Hey, can you give me another compelling version of this hook?

And it's like, yeah. It's like, okay, cool.

Dr. Kevin Christie: You could even, yeah, you could take the reel and you could run it reel through, uh, AI and say, write me a great Instagram, uh, written copy [00:23:00] for this. Mm-hmm. And that copy goes right to the Instagram posts or the, you know, the, the, the reel, the written copy part of it.

Molly Cahill: Yeah, the, the first, what I wa walked, uh, everyone through in my group coaching program, I'll give you like a little behind the scenes. The thing we did on the very first week was, I love what you said, the human plus ai. Mm-hmm. I had them scour two to three ideal patients, put on a document, their chief complaint, what else they were dealing with, what they've tried before.

Your treatment plan, what they can't do because of this, you know, I can't

Dr. Kevin Christie: Yeah.

Molly Cahill: Play pickleball or whatever. Um, and then I also had them copy and paste five of their favorite Google reviews. Mm-hmm. And we put that into it. We're like here now. This is gonna be the base of like literally anything.

Dr. Kevin Christie: Yep.

Molly Cahill: And it's just like, like you said, that human plus ai, I love that.

Dr. Kevin Christie: It's fun too, where you get like, I, I like our website at least. I love the, you know, the messaging we have on there. We spent a lot of time in the, in the past getting clear on that. And so something that I went over with our coaching clients is like, I, I took my, [00:24:00] my URL health fit kyro.com, put it in, I used gr, the, the paid version.

I said, uh, you know. Develop a brochure for me based on this and it spit it out like that. And then you could sit and it's say, develop me, uh, Instagram posts based off of my website content, develop a Google ad, like you name it. And it's, so, it's the, our messaging that we've spent time on curating on our website and then taking that, uploading it and telling it to do what it it needs to do.

Um, as far as different types of pieces of collateral you're trying to create.

Molly Cahill: Sorry, I'm sitting here yelling at my dog to stop barking. So

Dr. Kevin Christie: that's how I, uh, I've been podcasting for nine years now. Yeah,

Molly Cahill: yeah.

Dr. Kevin Christie: And now I got my own, you know, like little studio here and all the bells and whistles. But when I started, I was in my condo with a, one of the, remember those science boards Uhhuh Precise project boards?

Yeah. The Trifolds and I, yeah. And I had the foam, [00:25:00] like the sound. Buffer foam taped onto there. And then I had my dog. She's since passed, but I had her and so many times she would be barking. But, uh, in the early days of podcasting, which I consider myself since 2016, podcasting is the early days. Uh, people expected dog barking in the background.

So.

Molly Cahill: Yeah. I mean, it's just real life, right? It's like, like I said, it's like, let's tie this together. The trend is people are just sick of, like I said, the overly curated, the vi, you know?

Dr. Kevin Christie: Yeah.

Molly Cahill: It's like, you know what? This is real life. You're a real human. Uh, I feel like you're, you can meet me where I am and really help me with my problems.

So, like I said, that's, if that, that's the, the summary of the whole like mm-hmm. What's trending is people want your own lived experience.

Dr. Kevin Christie: Yeah.

Molly Cahill: Uh, stock photos have gotta go. They just don't work. They just simply don't work and people need to see you and hear from your own lived experience.

Dr. Kevin Christie: Yeah, no, absolutely.

And so I think, uh, you know, we'll continue to try to keep up with Instagram. Um, is there [00:26:00] any other piece of advice that you want to give our audience and then after that, uh, tell 'em how they can find you?

Molly Cahill: Yeah, I think with, uh, the advice piece, and this is something I know I told your masterminders, it's like if you're having a hard time keeping up and doing it all, it's because.

You're full-time in clinic. Like, I, I get it. Like, and there's some people who just truly love it. They don't wanna delegate it. They wanna keep it. And, and that's fine too. I'm not saying you can't. Mm-hmm. But for those who just feel like, ugh, I would rather do anything else that not being afraid to just know that there are ways to get it off your plate, and it doesn't have to be.

Uh, this huge, like I said, I mean, I literally, my program was literally designed to train. Mm-hmm. Whether it's a front desk, a ca your office manager, your, you know, 20-year-old nephew, whatever. I mean, I've had the gamut inside. You know, you'd be surprised. Um. I was laughing the other day. One of my clients [00:27:00] said, or students in my program, she goes, I walked by my, uh, my 20-year-old son's bedroom and I heard your voice coming out of his room.

And I was like, she, she's like, he's doing the program for her, for her clinic. Yeah. And she said, well, what did you think of it? And he said, I think it's good for the intended audience. So I dunno if that's like an insult or like, I'm not teaching Gen Z. Like, you know what I mean? Yeah. Yeah. Um. Uh, yeah. So like I said, it's, I, I, that would, I guess, be my main piece of advice is, uh, don't be afraid to at least get some support with it.

Dr. Kevin Christie: Yeah. Mm-hmm.

Molly Cahill: Um, and then in terms of working with us, we have kind of three tiers essentially. I have a membership called Holistic Marketing Hub. Um, that's just gotten a huge facelift at the time. This is gonna come out. I'm sure it'll be, um. All the curriculum's been redesigned. It actually got paired major down.

As somebody who teaches a lot, you know the value and [00:28:00] like, you know, in the beginning you're like, I just wanna teach everything. And you yeah, cram your programs full of all of this information and then you're like. Oh wait, like this is, yeah, this is too much.

Dr. Kevin Christie: Yeah, I made that mistake before.

Molly Cahill: Yeah. So I, I have drastically paired down the amount of training videos so that it's, you know, very succinct step by step.

Um, the middle tier, I have a group coaching program. Like I said, I know you've got a couple people in that with me right now where, um, you're essentially when you enroll in that you're buying a seat for your clinic, so, mm-hmm. It. The doc I, last week, I had, um, like the provider would be on and the ca and some of 'em I just had was ca some people just had a virtual assistant.

Like I said, there's mm-hmm. All combinations. Um. Then I also have done for you Instagram management at the time. Right now we're on a wait list, but we're cross training some team right now so that we can expand that as well.

Dr. Kevin Christie: Perfect. Yeah, and I think, again, just to kind of summarize it is that, you know, whether, you know, maybe you're [00:29:00] 50 years old or 40 or 60 and you don't want to.

Do Instagram. Um, your clinic needs Instagram and if it doesn't have Instagram or and consistency going on there, uh, too many people of the age that are your ideal patient base may not, um, really qualify you. If they go and your Instagram and they, maybe they. Refer to you and you have nothing going on there.

They may not, um, think you're legitimate in a sense. It's crazy to think that, but uh, it definitely helps your clinic, even if you don't become an influencer, uh, even if you don't drive 20 new patients a month from Instagram, like it really is going to have a positive impact on your practice.

Molly Cahill: Yep. It will.

Like I said, even if they, if they find you on Google, they're, they'll still come to check out your Yes. Your page just to be like, uh, is this what I want or not, you know?

Dr. Kevin Christie: Yep. Absolutely. So, well, Molly, thank you again. Uh, hopefully we have you on again, uh, short. Sooner than two years from now to [00:30:00] keep up, keep us up to date on Instagram.

And again, I think thank you for all the work you've done and, um, and, and for the Mastermind in 2026 or 2025 for East, I may have to have you come to the West Mastermind in 2027. We've already got 2026 planned out, so I can't fit you in there.

Molly Cahill: I love how, but I know our

Dr. Kevin Christie: west would love it.

Molly Cahill: I love how far in advance you're planned out.

We, I love it. I,

Dr. Kevin Christie: yeah. My wife doesn't love it as much, but it's, I am a, I am a planner. It, uh, it soothes my soul to know things are being planned and are ahead of time. I, I am not a procrastinator, so

Molly Cahill: Oh, well I am, but that's why I can admire it. I'm like, oh, good for you, because I don't operate that way.

Dr. Kevin Christie: Thanks, Kevin. Have a good one.