EPISODE 455: MCM Student Business Show

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] Hey docs. Welcome to another episode of Modern Chiropractic Mastery. This is your host, Dr. Kevin Christie. And today, uh, as in every year in December, I do an episode where we do our positive focus for the year, and a little bit about my vision for the next year. I, I'd spend a lot of time towards the tail end of November and then into December.

Uh, on working on this and, and really getting clear. Uh, I think the big thing, you know, I start with the positive focus and I learned that from Strategic Coach is to, uh, look at what was positive for the year because undoubtedly there was struggles. I mean, whether it's your personal or professional life, there is hard stuff that is, that is life.

And I think the more you can become resilient at that and understand it. The better you'll be for it. And uh, one of the ways to do that is have some gratitude for the positives. Uh, that helps offset some of the negatives in a lot [00:01:00] of times. I mean, it's just life and business is hard. Uh, there's, and you have to be able to navigate that.

And so I like to look back on the positives and so I'll start out with that today. Uh, first is we had a lot of great family trips. Uh, you know, we did our two week trip in the summer up in the Carolina Mountains. I got a cabin there that was great. Um, the family tagged along to Key Largo Mastermind in January.

Uh, they were with me in Whitefish, Montana in the, in the summer. Uh, they were also with me in, uh, in Charleston, South Carolina. For our mastermind in April. So they, they were with me on a lot of those trips and we did a bunch of local stuff as well. But overall was a, a lot of great family trips and experiences and excited to, uh, continue that.

Uh, we just, we had a really good time. Uh, second was the mastermind groups went really good in 2025. You know, we've got the full, full group in East, uh, [00:02:00] uh, that is 25 members. We were in Key Largo, Charleston, Boston, and then we were in New Orleans. Uh, the West group is, uh, growing and I, you know, one of the positives is that we've filled even more and we're getting close.

To our 25 going into next year, but our west group had a great year as well. Uh, just really enjoyed the year. Last year we started in Park City, Utah. That was awesome. Then we were in Boise, Idaho, which was a, a very underrated city. We had a great time there. And then we were in Whitefish, Montana, and again, we had the east west meet up in New Orleans and just overall went really good, good presenters group.

Our return rate is, is just honestly at this point, it's ridiculous how many. Uh, how good our return rate is, and I'm proud of that. Uh, since we started the Mastermind in 2022, it's been, the one thing I've been, um, really proud about is the amount of people that come back each year because they're seeing [00:03:00] the benefit of the group, the ROI, the accountability, the comradery, getting away from their business for a little bit, bringing some family to some of the trips.

Just been really cool to see. And so I was really proud of our. Effort in our group and the members and how everybody helps each other out in 2025. Uh, next was Cairo. We had our best revenue year, uh, and, and that was cool to see. Definitely still some bumps in the year. Uh, we had a. Just a really great January to June, July, August, September in South Florida is just hard to navigate.

Uh, we tried a couple things to improve that a little bit, uh, wasn't terrible, but wasn't, um, what I'd like it to be. And then we've had a good. October, November, and we digested the physical therapy group that was running for me for seven years. They left in October and we have navigated that. Well. It's been actually nice, really excited about that.

And that's been a [00:04:00] positive, something that might have been a, that was a concern. I thought we had a good plan around it, but, um. It, it, it, uh, ended up being a, a positive. We had our best revenue. Uh, we just gotta clean up a couple things in the middle of the year and towards the end of the year, uh, and, and see if we can improve that.

But overall, a really good year. And then lastly with MCM, we had a 23% growth in revenue. As I record this, which is the, the middle of December, and I can kind of track the rest of the month 'cause we're mostly recurring revenue. Uh, we're gonna end up with a 23% growth in a. Revenue and even more importantly, an impact, right?

More mastermind members, more coaching members, online course members, people. Our podcast numbers are up. We did a student business workshop that that filled up. That was great. We, we've just had a lot more things out there, and it's been cool to see the growth that we've had in a short period of time since we started coaching in 2019.

[00:05:00] That's when we, you know, we started the podcast in 20. 17, and we started the coaching in 2019. We started Chiropractic Success Academy with, with FTCA and Bobby maybe in 2018. , You know, sometimes incremental and then sometimes exponential. But I'll take a 23% growth. Uh, if I can do that every year, it'd be real happy.

Uh, so yeah, just really cool to see. Uh, the growth within MCM and how we're helping doctors and how it's just, um, been cool. We've added some really cool collaborations. We got some things in 2026 we're excited about. And so overall just, uh, some big positives in 2025, not without its obstacles, but over a very good year.

I'm so excited about that. Now, going into 2026, I kind of break down. Our vision. For me, it's personal. It's MCM, it's health fit, my, my private practice. Um, on our personal side, the, uh, [00:06:00] we're gonna continue with the trips. The, my wife's coming with me, uh, to Park City, which will be our first East Mastermind.

Yeah. We're bringing the east coasters over to the west, and then the whole family's coming with me to Tucson, Arizona for the west. And, uh, the whole family's coming to Tampa. Then we are, uh, going to Sonoma, my wife, and I'll be for in Sonoma for the West, and we'll be in Bar Harbor, Maine. I'm bringing the whole family for our east meeting and then on top of that, really excited, A little bit nervous, but we've.

We've burned the ships, we've paid the big deposits, we've bought the flights, we got the rental car. Uh, we will be doing our first six week immersion trip, uh, all of June and, and partial of July. That's gonna be in the UK mostly. In the Twas, but we will have a little bit on the coast, a little bit in London, but we're gonna be doing that each summer.

And, uh, a lot of work's come to, uh, fruition on that [00:07:00] five year vision that my wife and I have had. And still a couple things to tie up, but I'm confident we're on good pace with that. And so that's, uh, a big personal vision for 2026. Uh, from a health perspective, you know, doing pretty well, been staying on top of the longevity thing, blood work, all the, all the stuff.

I'd like to, to shave off about 5% body fat, probably eight or nine pounds. Uh, but did a lot with strength training this year and supplements and, and definitely felt good about strength and, and muscle gain. But definitely gotta clean up the, the, the body fat just a little bit. I got my VO O2 max test done recently and resting metabolic rate RMR was good.

VO two max was shitty. I gotta improve that. Um, so I've got a game plan there to, uh, to decrease body fat a little bit, decrease the weight just a bit, not a lot, and, uh, get the VO two max improved. So that is my personal [00:08:00] vision. Then with MCM. Um, I kind of set a number of where I want revenue to get to, and I, uh, said, okay, what if we, how do we get there in, in, uh, three years?

And, uh, it would take 22% growth. We had 23% over the next few years. So I set that a goal. I want to, I want to grow revenue by 22%. Um, we had, we've had good profit too, so the revenue growth. Has come with good profit and we really try to abide strictly by the profit margins that we, we want to adhere to. Um, I think we're going to increase revenue, uh, pretty well in 2026.

I think it's going to, I think in 2026 we may not see an expansion in profit, uh, percentage. Somewhat into an amount, we'll definitely have more [00:09:00] profit, but I I, I'm looking at a revenue goal actually, which I don't do often, but I'm looking at a revenue goal in 26 and then in, and then in 27, have it match with a revenue and profit.

So I'm gonna, I'm gonna spend some money to get revenue. Okay? I'm gonna reinvest in the business that gets some revenue. I'm gonna take some capital from 2025. And use that to get some growth goals that we have. Which kind of brings me to why I might be spending some money into that, is that we are gonna do a little bit of new branding.

Nothing crazy, um, nothing crazy, but it's just a little bit and, uh, looking at certain things, um, working with a company of like, okay. I wanna actually get a valuation of MCM. I've had evaluation of practice. I wanna get a valuation, but not because I'm, I'm not selling it. Um, but I wanna know where some of the improvements could be.

Right? And so one of the positives of [00:10:00] valuation is that . It's like a investigation of your business. And they'll say, these are some of the issues that are, uh, depressing the valuation. And then you can solve that. I, and then if you can solve that, then you can become more profitable and more revenue and clean up some of the processes and like you become a better business.

Right? Like one of the great things like that book Build to Sell, if you build something to sell, it's so much more profitable and lucrative while you own it. And that's why I'm doing it, not to, not to sell it. Uh, at least now, that's for sure. Right, right off in the sunset. Not at, not at this age. I got plenty of years of kids that are too expensive.

Right. Uh, but yeah, I just want to do that. And, and part of it might look like, um, you know, new CRM gonna take a look at the website, kick the tires on that, and, um, there'll be a little bit of a tweak on the, on the branding that I'll, I'll let, I'll let y'all know. Uh, in 2026. Uh, the other thing I'm excited about with vision on MCM is, is I will be in the UK and gonna gonna [00:11:00] collaborate, um, with Chris Chippendale over there at the uk and we're gonna do a masterclass on the patient experience.

We'll be letting you know more about that in January. But, uh. You know, just email me Kevin, at modern desk jockey.com if you're interested in being put on the list for that. It's gonna be a small group. We're gonna try to get 25 people there. We got some people from the, uh, from the Mastermind. So the US based doc's going to fly over there for it.

But if you're in the, in, in Europe or you know, anywhere that you want to get to there, uh, we'll be in London for that. So I'd love to see you. And so that's a little bit about the vision of 2026. Now, I really tease this out. Uh, I'm not gonna bore you with it, but I put a document together. I, I break out the finances of things, new financial, uh, kind of breakdown for next year.

I get really into it, and this is something that we're doing. We do that with our coaching clients. Um, I, if you haven't done coaching or if you've done it with us, I just highly recommend. Reach out to us, go to our website, modern chiropractic marketing.com. Let's have a conversation. We really [00:12:00] wanna help you with these types of visions and goals.

Um, but yeah, that's, uh, that's my MCM vision. Uh, lastly with Health Fit, our practice, um, we, I wanna thrive with me on unlimited care. I've knocked another day out, and so I'm two days a week, and then I will be gone for six weeks. Right? So we gotta navigate that. So that's a big vision and goal. And be, and me g I've been working through that.

I'd like to have 15% growth in revenue in 2026. So I've got some ideas around that. We're gonna, we're gonna raise our rates and we're gonna January 1st. We're actually, we're bringing on Cairo Health USA to help us navigate all things fee schedules and personal injury in Florida pays well and then you got your cash rates and we got shock rates, and we're just trying to make sure we're doing everything compliant and so we're gonna do that.

Uh, and then, uh, we got really clear on our critical number. One of the things, and this is what we're doing with a lot of our new clients now, and even [00:13:00] our existing ones, uh, we had the great game of business. Come speak to our East, west New Orleans, uh, group, and we have one of their facilitators and one of the things they talk about is a critical number.

You can Google great game of business and critical number, and you'll see some stuff on there, but a lot of times it's a deeper layer than what you expect. But ours for our practice is new patients. Um, we're doing really well with the ones we get. Adherence is good. The buying packages we're, we got a lot of reactivations, like we're, we're doing a lot of things, but.

Um, to grow how we need to, we need to improve our new patients. Uh, I don't think new patients is always a critical number. I, I have plenty of clinics I've coached that get just an absolute shit ton of new patients, but they don't have, they have an adherence issue, right? Um, or they got good adherence, they got good new patients, but they do nothing for reactivations.

They get no reactivations and how do we do that, right? So there, there's like seven or eight things that could be a legitimate critical number. [00:14:00] For a practice, we're helping practices figure that out and then literally just go all in on hitting that critical number. Incentivize it for your team, gamify it.

That's all the stuff that the great Game of business talks about. And I know if we get our new patients up by 10 a month, the revenue's gonna follow. So we're gonna just, uh, you know, I was listening to. Uh, Mr. Wonderful, I forget his full name from Shark Tank. He was on a podcast and he talked about the big successful diff.

The big difference between successful people in business and not is the successful ones can really focus on the signal and not as much the noise, where a lot of people are just spending too much with the noise, like they're not doing the things, you know, and you know, in your heart of hearts. To achieve what you want in your practice.

There are certain things, but you just find yourself dilly daling with all the noise. You know, you're doing things that aren't really moving the needle with, and if you flip the, the switch on [00:15:00] that and you focus 80%, he said 80% of your day on the signal and 20% of the noise, the go, the, the. The results would be amazing.

And so that's something that we're gonna be doing in our practice. I'm helping chiropractors out with that. So, um, if you're interested in that, again, reach out to us. But, um, so we got really clear on our critical number and we've been working on really dialing in what it would take. You play like kind of a thought experiment around that.

What would it take to get 10 more new patients and how do we want to do it? So that is my vision for 2026. And if you need help with your vision for the year, for the next three years, um, I. One of the things we we're doing with our new clients now is really getting clear on a critical number. Having you tease out the three year vision, what are the opportunities and obstacles within that?

Distill it down into six months. Let's attack it and help guide you there and get the results that you deserve that a lot of practices are getting [00:16:00] that do take on coaching. So, uh, check us out modern chiropracticing marketing.com. I wish you a phenomenal 2026. If you got banged up in 2025, don't worry about it.

Come back strong in 26. One of the things I learned years ago from Strategic Strategic Coach is that some years are stabilizing years and some years are accelerating years. Uh, we just had an accelerating year in 2025 in uh, both businesses, which was nice. And I'm looking for another, uh, another accelerating year.

'cause I feel like we've. Done a lot of things to stabilize and so excited about it. One reference, one book I'll give you, um, is Science of Scaling by Ben Hardy. He's the one that also co-wrote with Dan Sullivan, who not how. And 10 x is easier in two x, but science of scaling gives you some ideas.

It's very expensive coaching. It may not be right up your alley, but um, it's something that I'm really, uh, looking at the [00:17:00] lens of with my clients that we coach. Uh, and so check out that book Science of Scaling. You can either listen to it or read it. Have a great 2026 and have a happy holidays. Enjoy yourself.

Work hard to finish it, but enjoy family. And then I will talk to you in 2026.