Empowering Women in Chiropractic – Mastering the Upsell – 5 Tips to Add to Your Bottom Line

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Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.

Hello

Everybody welcome. I’m Dr. Nicole Lindsey, your host on today’s show, Empowering Women in Chiropractic. Thank you, ChiroSecure for putting on this show for so many years now, putting out great information for the chiropractic profession and their staff members to grow, learn, and do all the wonderful things that they do in their offices. Every day. Let’s jump right into the slides here. My topic is mastering the up, sell. I am the founder of dominatechiromarketing, where I teach chiropractors, how to build relationships with MDs. That is what most of my shows are about. However, today we’re going to touch on another topic that I have mastered in my office that I want to share with you. Five tips to add to your bottom line. There is an old adage in business that goes this way. There are three ways to grow your revenue. One is to get more new patients.

Two is to speed up the frequency of people buying from you. And number three is to increase the average amount customers purchase per visit with you or per sale. So there, there are other things that you can do, but th these are the three main ways to grow your revenue. Now as a profession, um, we have mostly been focusing on, uh, or focused on getting new patients, um, that has always been the focus of our chiropractic office and the way that we grow our numbers, uh, to see more people to make more collections at the end of the month, it’s always been about new patients, and I know this I’ve been doing it for 20 years, and this is one of the reasons why I teach the MD connection course, uh, and to, to develop this stream of marketing so that you can keep a steady stream, an influx of new patients come into your office.

However, it is not the only way to increase revenue. And boy, did we see this over the past 12 months exactly a year ago today, things came to a screeching halt. Uh, if you haven’t been living in a bubble, right, when it comes to marketing, um, we pretty much didn’t have the ability to go out and market the way we were doing workshops out, out at different businesses and a lot of businesses shut down. So we had to do more of this online presence, right? We had to make sure our presence was very strong. We had to maybe bump up the amount of Google ads we’re doing, or maybe put more money into that. We had maybe put out our first Facebook ad, the N D education and campaigns. We had to move that to mail, to fax, to zoom. We had to do more Facebook lives, maybe put out a podcast and more episodes.

And then we had to really beef up our internal promotions and referrals. And, and we did this in my office and I’m sure many of you did. So, you know, the, the silver lining for me over the past year is that this time allowed us to focus more on the inside of our practice instead of the outside. And, and we did that in two ways. Number one, we really concentrated on our patient base and we tried to find more ways to serve them. How could we show them that we really appreciated them and add value to their care charge for it, right. And help them more to boot. And I am glad to say that that is exactly what we did. And we were able to do this by upselling some of our products and services that ultimately ended up increasing our profit over the past year, which offset the lack of marketing that we were not able to do on the outside.

And as a result, we had one of the busiest years in practice over the past year, despite the pandemic. So we’re really proud of that. And that’s what I want to share with you today. So I want to ask you this question. Do you have products right now on your shelves on display that you do sell, but maybe some patients don’t purchase them. Maybe some patients don’t even know that, uh, what they do, what they can potentially do for the patient or how they can benefit the patient throughout their care. Um, I know that I had this myself. I had a nice display. I had some awesome supplements that I take myself and products that I use, but I really didn’t spend the time educating my patients about these products because we were focused on the outside and bringing new patients in, right? If we ways to educate the patients and show them that these products are there, can we increase the sales, um, overall in our practice?

And, uh, the answer to that is, yes, absolutely. You can do that. And that’s called upselling. Upselling is the practice of getting your existing patients to purchase more from you. And this is a sales technique where you invite your patients to purchase more expensive items, upgrades to what you’re already doing or other ad-ons things that may not have been your original care plan. That is what upselling is about. Now, how important is upselling for your business? Well, two main reasons I’m going to give you today that you need to start upselling. If you’re not number one is it’s easier than acquiring new patients from scratch. I mean, it is, you already have the relationship with this patient in front of you. So establishing a new stream of marketing can take time. It can take work. Building new relationships in the community can take time and work.

And some of you may be challenged wherever you are in the, in the, in the world right now because of the pandemic. But think about all the steps that are involved. When you establish new relationships with people out in the community, it can be a lot of work. So upselling to your already patients is much easier. Number two, upselling cost less than marketing for new patients. Once again, your existing patients, they already trust you. They already know you. The hard work is done. So now you just have to expose them to your products, to what you sell, what you offer. And according to Harvard business review, the cost of acquiring a new customer is approximately five to 25 times more expensive than selling to an existing customer. So this is how important upselling is to your business. Is it profitable? How much more additional income could upselling bring to your practice?

Well, let me break down to you what I’ve done and, you know, the bottom line is the more you upsell and succeed at it, the less marketing dollars you need to spend on the outside. Here’s an example of something that we did in our office. And this came out of, um, the pandemic, um, my associate and I, we created what we call our spinal hygiene kit. There are certain exercises and stretches and things that we found that we were constantly giving, uh, our new patients during the first acute phase of their care. So we said, well, let’s just make this a kit. And this was an idea we had a couple of years ago and we just never had the time to do it. Well, the pandemic brought us some time in the beginning. So we took our, our free time and we created this amazing spinal hygiene kit.

We charge a hundred dollars for it, the cost of the kit for the products in it, which has things like a foam roller in it, a wobble disk, a TheraBand, um, things like that. We created a course with PDFs and videos on how to use this and broke it down to show the patients how they can do their own spinal hygiene every day for 10 minutes a day, and supplement their care at home. And we factored this care plan, this high spinal hygiene kit into every care plan moving forward. So on average, if we see two 25 new patients per month that are signing on for care, that’s an additional $2,500 of additional income. When we take out the cost of the kit, we profited 1750, just from that spinal hygiene kit. It was that easy. And it’s something that can serve the patient well and really help them.

Another thing that we’ve done in our office is adding different services. This is another way to upsell. I added cold laser to my practice, which is amazing. At $50 a session, we added 12 laser sessions to every new care plan. So that was $600. Again, 25 new patients, that’s an additional $15,000 a month. And this is a no-brainer because this in and of itself, it just takes, requires you’re already staff to apply the laser. So it didn’t cost us more overhead, but doing this over the course of a year, enabled us to add an additional $100,000 to our practice in one year. So is upselling profitable. Yes, it is. Now, do you have to go out and buy all this additional stuff? I mean, if you don’t have a laser, do you want to buy one? Well, I would say yes, it was a smart investment for us, but the thing you can do today is to use what you have use what’s already on your shelves and use your services that can be upsold.

So some of the products that may be on your shelf, that you’re not really doing a great job at upselling, it might be Biofreeze, cervical pillows, orthotics supplements, cleanses 10 day detoxes. Some of the other services that you can up sell laser decompression, chair, massage, dry needle services, nutrition consultations, and these are all services that we upsell in my office right now. But oftentimes you’ll find you don’t need to go out and add a bunch of new stuff. You just have to expose your patients to these products and services that you already have. And I’m going to show you how to do that. This is where education comes in and creating systems to plant the seeds. So how do you upsell, I’m going to give you five tips. These are things that I’ve mastered over the past year. Again, the silver lining in the pandemic.

It gave me time to really put these systems together and they work. The first tip is to create a team education system is what I call it. Yes. I still use travel cards in my office. I use them for this very reason to educate the patients and to create a system that my whole team can follow. What we did is we made a list of topics that we typically educate our patients on and products that we routinely suggest that patients buy. Then we made a key, a key code as well, and we wrote that code on the travel card so that every single day of the patient’s care for the first 90 days, we had a code that we could follow that all of us as a team could plant a seed and educate the patient on this product. It might be the cervical pillow, you know, what are you using to sleep with at night?

It could be pH. We check patient’s pH is in the beginning of care. Sometimes we don’t always get the opportunity to go over it on day two, because we’re, we’re going over everything with the x-rays and getting them to commit to the care. So we want to make sure that we’re covering everything throughout the 90 days of their care. This has been amazing at helping us upsell different products to our patients. The second tip is our new patient folder. We created a folder that we give to all new patients on day three of their care. And in this folder is a list of different things. It’s going to be their schedule for the whole 90 days. Um, we also put in there a list of all the additional services that we offer that they may not be in their care plan that they may not be getting, but we do want to expose them to this in the event that they want to try this service at a later time, or to just plant a seed that we offer, that we offer physical therapy in our office.

Not every patient gets Cairo in PT, some do some don’t. So we’re definitely going to put information about physical therapy in there, so that that chiropractic patient knows if they have a fall and they have a knee injury, they may want to see our physical therapist for that. We also created this great guide. We have so many wonderful things that we’ve, we’ve developed over the, over the years in the office, um, eBooks and courses, podcasts, uh, tons of things, resources for patients to utilize. So we created this sheet that we put in the new patient folder, giving them the links to find all of these eBooks. We have a foam rolling. You ebook a trigger point, um, ebook. We have adrenal protocol ebook. We have so many of these and more that we want to expose the patient to because ultimately there’s going to be a product or something that the patient may want to purchase.

In addition to reading that ebook, and here’s a bonus tip for you, you can create coupons for some of the products and put them in your folders as well. The third tip is to host a podcast and educate your patients on the products and services that you offer. This has been a lot of fun for us creating this podcast. Our podcast is called balanced life on the go, and we have it on iTunes, Spotify. Um, we have it on our website, check it out yourself and see it. I put it together myself. I created it, the music, everything. We have some amazing episodes on there. And on day three, when we give the patient their new folder, we give them a card that has every single episode of our podcasts on there. And what’s really cool and helps us to upsell products is we don’t always have the time to educate the patients from visit, to visit on all the different things that we want them to know about.

So the podcast is an amazing way to get them more information. Uh, for example, I love helping patients with adrenal exhaustion and recovery, and I think so many people, mostly women can benefit from it and they’ve, they’ve never paid attention to their adrenal glands. So we did a podcast on it called adrenal exhaustion and recovery. And in that podcast, we explain a protocol of supplements that I carry in my office and through standard process that we have found great success in treating and managing and helping people recover from adrenal exhaustion. So when I want to steer a patient in that direction, when I suspect they’re dealing with adrenal exhaustion, I will tell them to listen to that podcast episode. And if it resonates with them, let’s talk more. Oftentimes they’ll come back in the next day and they’re buying the supplements already. They’re ready because they’ve educated themselves.

It resonated with them. They know that they have the adrenal exhaustion and they want to be recovered. You can do that with all of your products and just steer the patients to your podcast. Our podcasts now has 4,500 downloads over 4,500 downloads. And we’re very proud of it. And we continue to put out episodes every month. So that is a must for you to do, to upsell products in your office. The fourth tip I want to give you is to just factor some of these additional services and products that you offer into your care plans. Just go ahead and do it. If you have orthotics that you sometimes check arches sometimes not. Um, you can go ahead and factor that in and know that every patient is going to benefit from a pair of orthotics. If there are some supplements that you recommend all new patients take, go ahead and factor that in there, add it in upsell it.

Um, in our office, we have the spinal hygiene kit. We also offer dry needling. Our physical therapist does that. And what a game changer that is. And we started bundling four visits of dry needling into all care plans as well. Um, we charged $50 a session for dry needling. So that’s, that’s just a cash service and it helps the patients. It helps them get out of these acute muscle spasms that they’re in and helps us get better adjustments so we can get to our desired result quicker. So that is something you can do. If you have courses, we have a 10 day self-improvement plan. We created a sort of a course at the start of the pandemic because we needed help, uh, improving our, getting our mind right ourselves. So we just created a 10 day course and that we can factor in as well and give that as an upsell in care plans. So there’s so many ways that you can factor the services and products and courses and things into your care plans that you already have. You just need to charge for it and add it in

The fifth tip

We happenings, I call them. These are things that we do every month that we educate patients on through various channels. We typically will pick a topic and we’ll stick with that topic for our marketing, for our internal marketing promos for our Facebook lives for a podcast episode, for products that we sell in the office, we’ll offer a discount for videos that we put out weekly. We tie it all in to this topic, and this has been a great way to upsell these various products and services in our office as well. Uh, it’s a great way for me to continue learning, to inspire my patients and my staff to learn about that topic as well, and to sell products and services that we offer that align with this topic. Um, we have done this month, we are talking about pH, um, we’ve done epigenetics in the past.

We’ve done, uh, heart health and cholesterol clarity. Um, there’s so many different things that you can do here, and it’s a lot of fun as well. And you can put out flyers, put this on your website, but you just want to let your patients know that you’re doing this stuff and that you have products that align with that. And you’ll find that you’ll start upselling these products to your patients. So as you can see, there are so many ways to upsell products and services in your practice. And this is exactly what I do day in and day out. And this is how I have mastered upselling and had managed to add a lot of extra profit to my practice by doing so. Uh, I love this quote by Brian Tracy. He says, approach each customer with the idea of helping him or her to solve a problem or achieve a goal, not of selling a product or service.

And that’s what I want to leave you with today. That upselling doesn’t have to be all about making more money. Of course your business. Of course, you have to keep your eye on the bottom line and you have to continue generating more income so you can pay yourself and you can pay your staff and you can give raises and bonuses. But if you come from this place of serving and that you want to solve their problems, you want to help them achieve a goal, not just sell them additional stuff that they don’t need. I guarantee that the products and services in your office on your shelves can help your patients more. So consider using some of these tips and strategies in your practice so that you can not only increase your revenue, but you can increase your patient retention and their happiness to boot. Thank you all for listening. If I can help you in any way on upselling or MD marketing, don’t hesitate to reach out to me@dominatechiromarketing.com for more information in two weeks, make sure you tune in to our show where Dr. Cathy Wendland-Colby will be bringing us her expertise. Thank you for watching everybody

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Empowering Women in Chiropractic – How to Build Two Successful Offices When the Odds are Against You

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Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors. 

Welcome to ChiroSecure’s weekly show Chiropractic, Connecting People and Communities with this week’s host Dr. Kim Hoang. As Dr. Kim says, and I quote, “starting off as a female chiropractor and also Vietnamese. I found that there are a lot of challenges that I’ve been able to overcome and have built two successful practices with a lot of determination and a lot of hard work.” And now here’s Dr. Kim, hello, ChiroSecure nation. I wanted to thank of course, ChiroSecure for giving me this platform to be able to share my story and hopefully influence my fellow colleagues who are just maybe starting off, uh, and building their own practice. Um, little bit about myself. Uh, I’ve been practicing for about 20 years in the greater New Orleans area. I have two offices, one on the East bank and West bank of New Orleans. I went to Parker University and, uh, after graduation I moved back home or actually to Louisiana home is actually a town about 60 miles South of new Orleans.

And there I practiced with, uh, a doctor, um, who, uh, I learned a lot from, I, I practiced with her for about four years. Uh, and I knew it was time for me to be able to venture out on my own, but I was scared. Um, I didn’t have the financial back up. Um, uh, and, uh, so a little bit about my family history. Um, both my parents were immigrants from, um, Vietnam and, uh, when they came to the United States, they pretty much came with the clothes on their back. Um, my, uh, both my parents were in the fishing or the seafood industry, my mom, she shucked oysters for a living and my dad, um, he went shrimping, crabbing, uh, worked in the oil rigs, um, and through, um, some bad investments, uh, mainly a, a shrimping boat. That’s saying we pretty much lived in debt our whole lives.

And excuse me, I knew that that was not how I wanted to, uh, live my life. Uh, so I was determined and I put myself through school, uh, and, uh, went to, uh, again, Parker university graduated, uh, in 2000. And, uh, again, whenever I started in, I ventured off on my own, I didn’t really know what to do. And, um, with, uh, some, some of the things just kind of lined up and I was able to get into a practice where I was partnered with, uh, another friend colleague of mine. And then eventually I was able to buy him out and then, um, and then pretty much, uh, bought the building that I’m in right now. Um, but whenever I did that, um, and, and this is what I wanted to share with, with you guys. Um, I wanted to start off at, with a low overhead.

Um, I didn’t, I did not want to, uh, live above my means. Uh, and so with that, it was a minimal practice. Um, we pretty much, um, went to, um, well actually just, uh, had, uh, an adjusting table and also a couple of different, uh, therapy, uh, bed. Uh, and, uh, as far as the loan that I had taken out again, it was probably maybe 20, 30,000. It wasn’t a lot at all. And I was able to actually, uh, work hard, um, and basically be able to pay that off in no time. Um, but in any event, um, as I was able to accumulate, uh, revenue and wealth, um, I knew that I wanted to pay off any debt that I had, of course, student loan, uh, and, you know, mortgages things of that nature. But, you know, again, my point is that live below your means.

I think that in today’s society, we kind of want to keep up with the Jones and we tend to create debt, uh, and, uh, you know, it, it, it’s just a negative spiral. And again, I think that I learned from the way that I grew up and I did not want to be in that position. Um, so that would be, um, the, the first, uh, recommendation that, that, that I would tell my fellow colleagues, um, uh, let’s backtrack, uh, again, um, I, I wanted to let, you know, as far as, um, why I B, why I became a chiropractor. Um, so whenever I was young, um, at the age of eight and also 13 years old, I was in a couple of car accident. Never did anything about it because we didn’t know, uh, that we were able to go to the doctor’s office. Um, and I developed back pain since I was 13 years old.

Uh, and it wasn’t until I went to undergrad that I was able to meet, uh, my, uh, mentor. Uh, her name is Dr. Saline, and she took me under her wings. And I then knew at that time that I wanted to become a chiropractor. Um, and so everything that I have here at my office, I’m able to have a personal testimony for my patients. Um, I am able to try it out, I’m able to let them know, and that personal testimony goes so far. Um, so, um, in any event, um, now currently, uh, one of the things that, um, in, in, in back to the financial portion of it, you know, once you’re able to, um, to make money and save money and reinvest into your office, uh, whether it be, you know, going from a, um, printed, uh x-ray to a digital, uh, x-ray machine, or, you know, if you wanted to invest in, uh, the, in a $10,000 table, or recently we actually had incorporated, uh, the ACA spinal decompression table, um, technology has come so far and to be able to, um, uh, give this as a, uh, as an added service to your practice, uh, not only do you see your patients flourish, um, but you know, also you’re, you’re, you’re, you’re able to, um, uh, see the, the, the financial benefits of it as well, too.

Um, so, um, the next thing I wanted to talk about was, uh, in, in some of the things that I think has helped me build two successful practices is, um, also trying to learn another language. Um, whenever I first started off in practice, I knew at that point that I wasn’t the best chiropractor, um, but there was a need, uh, for, um, some of the minorities as far as Spanish speaking or either, uh, Vietnamese speaking, um, patients. And, uh, at the time I, whenever I started my private practice, although Vietnamese is my first language, I actually did not continue to use that language for, uh, an extensive period of time. So then whenever I started my private practice, I actually had to learn the language again. And, um, it’s a little different because whenever you speak, uh, in just, you know, everyday dialect is, hi, how are you?

But then once you have to speak about discs, uh, as, uh, uh, muscle, uh, where is the spine? You know, the vertebrae, things of that nature, you have to relearn it again, but to be able to communicate with my patients, that is one of the draw that I have, uh, here in my practice. Um, they come to me because I am able to speak their language. And I know that whenever I communicate with them, it is different. Um, it’s, it’s, there’s, there’s Google app, the Google translate now, but sometimes it’s very spotty is sometimes it’s okay. You, you hurt. Okay, where do you hurt? Is it radiating down the leg? Is it a sharp pain? All of those things are important. And so it, for me, of course, I was able to relearn the language. However, if you don’t know the language, then like Spanish, have someone in your office that speaks the language.

Um, so in my two offices, I always have a Spanish speaking person in each of the offices. And, uh, on a side note, I actually have tried to, um, take courses, learn Spanish as well, too. Um, that’s my ultimate goal. Um, but, uh, uh, have someone there to be able to translate and make sure that you get the full story. We owe it to our patients to be able to make sure that we are taking care of them to the best of our ability. Okay. So, um, and, and, and look around your area and see what the demographics are. Um, the, the practice where I’m at right now, my primary practice, I knew that there was a big Vietnamese community. So I knew that there was a market for it. And to this day, I think we probably have maybe just a handful of, of, uh, Benyamin chiropractors and these patients need our care, but they want to be able to speak to someone who was able to understand them as well, too.

And just like with the Hispanics, um, I think Spanish is probably, you know, one of the most spoken language in the world. Um, but to be able to have someone there to translate it, that there’s going to be a draw for it. Um, and, uh, uh, so learn another language, um, French, uh, Italian. I’m not sure whatever demographics, uh, uh, patients that, that you may have. Um, also, um, I, so I’ve been in private practice for about 16 years. I probably have, so we have three doctors in between the two offices and probably about six or seven chiropractic assistants. And I want to say that I probably have maybe a handful of employees that have been with me for almost 10 years. And I think that, um, that speaks volume. Um, uh, I think it’s, uh, because, um, I am able to pay them well and also listen to their needs, but hold them accountable, hold them responsible for what you expect them to do.

Um, so say, for example, if I were to go out of town, then normally it’s going to be my, my, my senior associate and also my office manager. They’re the two that’s going to be in charge. And guess what, there’s an issue. They’re not calling you, they’re going to call the office manager or either the, the, the senior associate so that they can troubleshoot it for you. Um, and also be approachable, uh, as, uh, as an employer, I find that sometimes the new employees, they get scared. They get scared to approach you because they think, Oh, she’s too busy. Um, I don’t really want to tell her how I feel, and then eventually you just don’t see them anymore. And again, uh, I’ve been in private practice for about 16 years. So I’ve seen my fair shares of, you know, employees coming and going. And we have a group of core, um, employees that have been with me for again, you know, 10 years or so.

And so whenever I get the new employees, sometimes we learn in terms of what had happened in the past. And how can we communicate with the new employees better? Um, uh, I always believe that I can always better myself. I never say that I am perfect. Um, because once you say you’re perfect, you quit learning and you quit growing. So I feel that if there’s a situation where, okay, this employee only worked for a couple of days and she left, okay, well, let’s look within our practice and the way that we communicate in the way that we’re doing something and what else can we do differently? And so I think that’s been, that has been able to help me, um, bring, uh, a, um, a good core of employees that understands their role. And, um, whenever one employee leaves, I know that I have a, um, set of, um, criteria that I have learned from the one that the employee that left to implement it on the new employee and tell them and tell them what to expect at the beginning.

I think that each person is different as far as with the role that they take. And I think that, um, sometimes it’s hard for us to say, okay, this is your job. I mean, yes, we have a handbook, but there’s different. You know, I have an office manager, she knows that she pretty much takes care of a lot of things, but to be a good leader, you have to delineate your task. And so the next person then feels that, okay, well, I thought she was supposed to do it. So in any event, you know, trying to delineate the task and also telling them what to expect, and then again, you know, paying them well as well too. Um, I think that once I was able to, uh, compensate the senior employees a little bit better, um, there was, uh, an expectation on my end that I was, you know, that, that I would say, okay, you know, what, it’s your job do it.

Okay. Uh, as far as being dramatic, um, I’m just not going to take it. I’ll listen to you, but I’m not going to be here to babysit you. Okay. Um, so, and then another thing, um, is learning is earning. Um, and so what I love is I think that in my 16 years of practicing, there were some points in my career where I just felt like I was just going through the cycle, you know, going to work, seeing the patients, if the patient came in great. If they didn’t. Oh, well, um, and, um, it was going through some life experience, um, where I was able to, uh, get a coach and my coach, um, Dr. Bob Hoffman with master circle has been amazing for, for me personally. Um, he was, he’s been able to, um, motivate me and also guide me and coach me, uh, as far as things from handling stats to also taking seminars in and also furthering your education. Um, I find that where I was 10 years ago is definitely, I’ve definitely advanced to where I am today. And, and that comes in part with always trying to learn more, whether it be for us recently, we have just gotten a national certification of a disc decompression, uh, and, uh, um, we, so, so we’re the disc specialist, and it’s great to be able to say that because

Not a lot of chiropractors out there are disc decompression specialists.

So, so maybe loaning, you know, a niche that you may love and that you, uh, are passionate

About is going to

Give you an identity. Um, I myself have had a couple of disc herniations again from a couple of the car accidents that I mentioned to you, and then later on in my life as well, too. So that’s something I’m passionate about because that’s something that I have, and I understand it very, very well. So, um, and, um, probably about once or twice a year, I take my staff, uh, in, in for the seminars are handpick, um, certain staff members, and we’ll go to seminars outside of the new Orleans area. And it is a time that, uh, not only that we can connect together, but also to, to, to meet other professionals, um, in the, in, in, in a field, you know, talk to their staff or either, um, just, um, brainstorming. Um, and I think that that, uh, helps motivate us. So whenever we come back from these seminars where we’re, we’re recharged and also we’re excited, and sometimes you need that.

Um, I think that in private practice sometimes, um, we get set in our ways and if no one’s pushing us, we don’t really do much about it. Um, because no one is really telling us, Oh, you need to take this test and you need to pass it, or else you’re not going to be able to advance no, it’s our practice. We do whatever it is that we want, but at the same time, we need to be able to get that motivation. Um, so, uh, you know, again, uh, uh, continuing education is an important part of, uh, of my practice. Um, so, um, other than that, um, I hope that, uh, I have been able to inspire, uh, some of my colleagues and, and this is the reason why I wanted to do the show. Um, I would tell you that I am usually not a, um, uh, a person that’s good in front of the camera.

Um, but, um, you know, I wanted to get outside of my comfort zone and also more importantly is to inspire my fellow colleagues and, and, and let you guys know that, Hey, look, you know what, when, when, whenever you come from nothing, you sometimes think that, Oh, it’s so sad that you know, that this happened to me, don’t think of it like that, you know, take it and run with it and take the positive out of it. So what I’ve learned is that, Hey, you know what, I was not, uh, blessed as far as financial, uh, financially, you know, growing up, I was blessed with a lot of love for my family, and I still remain very close to all of my siblings and, and that’s, that’s my heart. Um, but I was, I was blessed with the drive and I find that that drive will allow me to say success is, is, is, is, is, is a must.

Um, um, there’s, there’s, there’s no room for failure. And, um, I, I get excited because my, my practice is pretty much my baby, but, you know, sometimes I’ll wake up at two, three o’clock in the morning and, you know, ideas come into my head and, and I get excited about that. And, um, whenever I’m able to, you know, especially see my patients get better, of course, that’s, that’s, that’s why we become who, who, who we are. Um, and, and, you know, to be able to, to advance yourself and your knowledge, and be able to, uh, allow or be able to give that service to the patient and be able to see that their lives are, are, are, are, are saved, you know, from what we do. Um, it just, life, life can’t be better. I mean, that’s, to me success, you know? Um, so I think that, uh, I, again, I think I’m going to wrap it up today and I look forward to speaking to you, uh, in my next show, which will probably be in about a month and next week, speaker is going to be Dr. Frank Vaught. And, um, I hope you have an amazing day.

Empowering Women in Chiropractic –

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Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors. 

Hello and welcome to this week. Show of Growth Without Risk. My name is Dr. Janice Hughes, one of the regular hosts, and I’m really excited for our conversation today. Um, for a couple of reasons, I love the topic and then I love the chiropractor that I have here. So today we’re going to talk a lot about associates or building. I’m going to call it your, your team of doctors, you know, not some hierarchy of, you know, one doctor and then somebody else that you always hear those stories about. Oh, we’ll just bring someone in to help a bit like I want to talk about, is it really possible to build an incredible team? And so I’m bringing to someone who has done it. Um, I’m not going to introduce you a lot, Dr. Elise. Um, I would like Elise to talk a little bit about herself, but I have known this woman for probably since, before you graduated. And so Dr. Elise Rigney is our chiropractor and guests today. So welcome. Thank

You for having me. I appreciate it. Well,

It’s exciting. Tell, tell us a little bit about you didn’t start out, obviously in a clinic, you know, with multiple doctors, you know, you had worked, you tell people where you got the idea that multiple doctors was possible, even though you set up a practice originally on your own.

Sure. Um, that’s a great question. So I originally of course, started out solo practice and then it got to a point about a year into practice where my capacity, I guess my volume was at a certain place that I was physically starting to not feel great in my own body. And it was just kind of that intuitive warning of like, all right, you’re going to need help. Your vision is a lot bigger than where you’re at right now in practice. So you can’t do this alone. And so I brought in my first doctor who I actually went to chiropractic school with. He was in my class, he was valedictorian of my class. And he came in and he was with me. He was just a straight adjusting doctor. And he helped me out a ton because I was able, I got pregnant. I had a maternity leave, he covered my maternity leave.

And then we ended or parted ways at the same time that I brought in my now senior associate doctor, Dr. Laura, who has been with us for six years. So at that point, she came in and she was, she interned from Palmer, which was a wonderful experience to have her as an intern because she got to learn everything, but wasn’t able to adjust in our state and then easily transitioned into that point. And then from there on, it was again, like I knew I wanted to make a bigger impact in our community and seeing more and more patients help more and more families. And I knew that that was not going to happen with me alone. So it was just kind of a no brainer to me to continue to bring on phenomenal doctors in the office. So now I’ve grown the office. We have six doctors, six chiropractors, all women chiropractors in our office and it feels so good. We have totally created an impact in our community and we’re, we’re still continuing on.

Well, I love, um, the first words you talked about were your vision. You had a vision bigger than say what you yourself could do. And I think that that’s a really key distinction because part of it, like, I want us to dig into, um, not just, Oh, well, you’ve done it, but how could others do it? And a lot of it starts from that mindset piece. Like this just isn’t Oh, well it sounds great. Or it’s financially a really good thing to have another associate. You talked about the vision. So what kind of a mindset does someone have to have to include others? Like, like you are in a system that you have different docs adjusting at different times in different shifts. So what’s that mindset piece all about Dr. Elise?

Yeah. I think that’s something that comes a lot down to your ego. Um, that’s something from the beginning. I was really cautious of not naming my practice with my name. I’ve always been really mindful of marketing, making sure it was about our practice name is impact chiropractic. So making sure it was impact chiropractic getting out there and not Dr. Elise Rigney. And so that was something from the beginning. I, I work towards, even when I was so low practice, it wasn’t about me. It wasn’t about my face. It wasn’t about my personal branding. It was about branding, the practice and that when people thought of the practice, they thought of it as that’s where the best chiropractors are. And so it’s kind of like any medical facility really, you know, it’s the name of the hospital, the name of the clinic, the name of the specialist, the specialty clinic, but it’s not the doctor’s name in there.

You get an appointment with a doctor anywhere and an attorney or an accountant, there’s multiple attorneys or accountants in a firm and, you know, they’re all great. Or, or, you know, especially if they work together. So that’s kind of the, that shift. And also I’d say there was a lot of, um, yeah, letting go of that ego and it not being about me and not being about me being the best in practice or the best chiropractor in town. It was really, I would actually win awards. Um, we’ve won top for the state of chiropra or the state of Colorado for, I think, six or seven years running now. And they always say, I want it. And I’m like, no, I didn’t want it. My team won it. And I have them change the plaque to say impact chiropractic and not my name on it. So I think it’s a lot about like shifting your mindset to team and not solo and not about yourself. Yeah.

It, that, that huge from my perspective, because I also know, um, I go to multiple schools. I, um, again, teach some business classes, but I do, um, you know, keynotes or, or talks with, with different groups at the schools. And, and that’s one of the big challenges out there is that a lot of people say, well, to be an associate, you go into someone’s practice and it’s their practice and it’s all about them. And, or, you know, again, I’m only being paid. Like they end up if we’re not careful having it feel like a job. So you’re, you’re describing that idea of like, literally, you know, it’s a team, it’s a facility, you know? So, so with that mindset, well then how do you attract the right people? You know, how do you, for example, like talk to a doc, a young doctor or interview someone when you know that there’s that message out there already of, well, a lot of times, Oh, you know, it doesn’t pay to be an associate or why would you be an associate? So how do you find such great people?

That’s a great question. So originally when I was looking at hiring our first, our first associate that was through connections, um, within the pediatric community. And then now I have very regularly students or docs docs who have been in practice, reaching out to me seeing, is there any chance you’re going to be hiring in the future? I’ve actually one of our doctors that we have here, we had this moment where I was going to bring her on. And then she had an opportunity to buy out the practice she was in. And then, um, we were like, okay, that’s meant to be, you know, I want you to, she built that practice. I wanted her to purchase it well, that fell through. And she came back to me and she’s like, is there any way? And I’m like, I already hired a wonderful doctor, but, and she said, well, I just know we’re meant to work together in the future.

And I don’t want to go sign a contract at, you know, another clinic when I know my heart is with impact. So what she did was she worked for the joint for a certain period of time just to keep her hands on people and to keep adjusting, but she knew she wanted to be here. So now we’re at this place where it’s wonderful. Cause we have, uh, like a punch of phenomenal doctors and honestly, students coming out of school because of the reputation that we built. But I, what I would say is originally treating, adding another doctor into your practice. Like you do like the amount of effort you put into trying to get a new patient. You know, we will identify our ideal patient avatar, ideal, ideal client avatar doing the same thing with your associate, identifying your ideal associate. And so I actually, and I have a program called building your team team of doctors.

And that’s one of the exercises is how to identify exactly who you need in your practice and getting it all done on paper. And as you know, as you’ve taught me, manifesting that person into being a reality in your future too. So, um, but really knowing exactly who, because sometimes I think oftentimes doctors are like, Oh, this person is from this, chiropractor’s from my town. So I better hire them. Or I only had one person apply. I better hire them. They make all these exceptions. And they’re like, Oh, I, they’re not a great fit, but circumstantially this’ll work. So they try to make it work. And that’s when problems come along and there’s not retention. And that’s when chiropractors get the reputation of eating their young. And I think it’s just, we don’t have mentors. We don’t have programs. We don’t, you know, now we’re starting to, obviously, that’s what I created because I felt pretty lost in, and I didn’t love the models that were set up.

I didn’t love like the low base plus commission because I’m thinking if they’re going to have to build this practice up, why wouldn’t they just go build their own office? And if they’re really good at building their practice up, they’re going to figure it out. Pretty soon they should go open their own office. You know? So if they’re making money just off of commission making their salary and not much of a salary, that’s um, just also creates a, in my mind mechanistic model, it’s not vitalistic. It’s very, like, it’s not a team. If you have to go, you know, market for your own patients and see your own patients in this person’s mind. So I get commission off of this person, but not this person. It’s not a collaborative effort within an office. And it also puts your mind in a focus that’s about probably your paycheck. I would assume if you have a low base and not on the patients or the people in front of you. Right. I don’t know if I really answered your question with that, but

No, you, you actually, you’ve answered several questions that I have. You know, number one is that, um, that attraction like of right people, you know, I think that what that really speaks to is many docs listening. You may need to do some cleanup. You may need to do some cleanup of like your own office and the systems that you have so that they are reproducible. The other thing is, I think it takes some cleanup of the mindset. You know, you, you said that, you know, not just hiring someone out of convenience, Oh, they’re coming back to this area. I made that huge mistake years ago. And so everyone listening, like I kind of did the opposite. I was actually on maternity leave when someone was coming back to town that needed to precept. Um, another situation felt through fell through. One of my CAS, knew his family.

So out of convenience, we ended up having him come in. I wasn’t there to guide him. I wasn’t there to be the leader while I was on maternity leave. And very long story short, a lot of accidents, you know, ended up happening. It just, it, it was completely wrong because it was out of convenience. So it doesn’t mean like that. That’s an easy thing, but I think you’re speaking to, like, you have to have this vision, you have to attract great people. And then I heard you say the word retention. So, so tell everybody listing a little bit about, you know, do you just have them come in and everybody does their own thing or do you have a system? And then how often do you train? Because I know you retain these doctors and you’re attracting more because you have this great facility, but talk a little bit about the training and how that leads to retention.

Sure. That’s a great question. We train a lot. So I saw someone just asked this question about if we have contracts, we absolutely have contracts. Um, and then I also set them up on different periods. So if they’re coming from a student, you know, maybe if they’re not doing their peak or internship with us, but they’re a fresh doctor out of school, then they go through a 90 day, probationary period onto at least a six month training period. And then they’ll sign a contract. So they’re not officially employed until after nine months. And that’s because there’s such intensive training to get them to that point. Um, where I, I’m not going to say that there’s like a return on investment, but where the numbers and projections do make sense. And also just to get them to the level of care that we require within our office before providing care for our patients.

So that doesn’t mean they’re not adjusting until nine months or anything like that, but it’s right now, my senior associate, Dr. Laura is training our newest doctor who just graduated this fall. So they’re here trading before shift. Um, and then we do a full doctor’s training, 90 minutes every single week. And we train on everything, everything I want us, that’s the beauty in having a bunch of doctors too, is we can collaborate on certain cases. So on Mondays we meet, we meet after the morning shift and we go through every single doctor’s report, every patient who just started care, their case, their x-rays or scans. And we make sure we all know about this patient special adjusting information that we need, any information we need about that patient’s life. And then also the training that we do on Wednesdays is for 90 minutes. And mostly that pans on communication role-playing, um, anything because we do, we sh we share patients, we share all of our patients, and that is something to be very mindful of.

If you’re going from solo practice to bringing on another doctor is you are going to have to there’s communication. And there’s steps in the process that you need to change with your patients, especially the ones who’ve been seeing you for years, because you have to retrain them. You know, he needs to have the proper communication on how to build confidence in your, in your patients in order that they trust the new doctor. And I go through all of that with building your team of chiropractors, but there are so many steps that I know we miss. I’ve been an associate before. Um, and so I know what that can feel like when you’re just kind of shoved into it. And it’s like, I don’t know, just figure it out. So I’d say before you even consider bringing another doctor in, um, making sure that you have the time in the next year to know you need to put that time into that doctor and to come at it from a mentorship standpoint, you are their mentor.

They want to learn from you. They’re working for you because they maybe admire you admire your practice. And so not this place where they’re less than you. I learned so much from all of our doctors. I love it because they go to different seminars, we’re able to truly collaborate. It doesn’t matter that I’ve been in practice longer. Um, there’s certain standards for our practice that everyone follows or certain communication. We follow their certain technique. We follow, you know, we don’t just have pull our own things out of nowhere. If there’s a new adjustment, let’s say that someone wants to, you know, thinks could benefit a patient or a few patients. And it’s like, all right, let’s go through that at doctor’s training. And let’s all learn it. Let’s make sure our touches the same on it. Let’s make sure communication is the same on it. Let’s make sure we’re noting it the same. Um, and so we will still, if there’s something that another chiropractor in here knows that I haven’t ever learned, I want to learn it. I’m excited to learn it, but I want to make sure we all know it. And they don’t, you know, no one pulls it out in the middle of shift. And then the next time someone sees that patient, they’re like, Oh, Dr. So-and-so did this. And you’re like, Oh, that makes you look incompetent. You’re like, I don’t know what that adjustment is.

So yeah, that, that really brings up this key piece. Like I described this like with my years and looking at a lot of practices or coaching and guiding a lot of people, um, there’s a real misconstrued or a misconception. A lot of people has set, have set things up to be an independent contractor. They’re calling it an associate chef, but it’s actually that independence. And, and like you, I was an associate originally, and I can still remember like coming in for us a Friday afternoon shift. And everybody on the team would look at me and say, you have to do these numbers because then we all hit our goal. But, but like, no, like no, like collaboration or we all adjust the same way. And, and I think that’s what happens in a lot of practices. Like why there’s all of a sudden this, any quality because somebody will adjust different and then a patient wants that versus this.

So you’re describing a lot in what you just said, like clear systems, consistent training, you mentioned it. And I want people that, that, you know, we’re listening to understand like Dutch release is saying, if you don’t have the time to train, then why are you bringing this person in? You know, like that, that mess that I created, I wasn’t even there. And so there was no new leadership when one of my associates, like when somebody went from a preset to an associate, it was out of convenience. It was the complete opposite of everything that Dr is describing. So I think it’s really important that people really understand that and, and share a little bit, cause I know this is so jam packed. Um, we will make sure that people know how to get ahold of you. Um, but share a little bit about, well then how do you hold people accountable? Like how do you ensure that there’s this consistency and the training, but then how do you hold people accountable? Like, you know, if they’re not performing the way that you expect.

Yeah. That’s a great question. So the wonderful thing about the way we set up our general terms is I have nine months to really figure out like I, thankfully I’ve never had to let anyone go at that time or anything like that, but I have nine months to say, we got to pick it up here. This is an area we can really improve. You’re killing it here, but, you know, go through and really have reviews throughout that time. Um, but we have a lot of accountability. So every Monday meeting our doctors report, how many new patients they saw, how many doctors reports they saw, how, what their conversion rate was for closing. So they’re reporting numbers there and then they also have their KPIs. So I meet with each team member monthly to go through their quarterly KPIs. So key performance indicators. And that’s something I go through too in the program.

Just if anyone’s wondering how to find out more about that. Um, but there’s a lot of accountability there. And then we, uh, really have kind of this open, we’re all in one room for our office, all the doctors, we have a large office, obviously because it fits six desks in there. Um, but we’re able to, if a situation happens with a patient or if a doctor is like, Oh, I messed up in this certain point. I said, this, I shouldn’t have said that. Maybe I should have said this. They can come right into the office and talk to one of us about it. And we can say, Oh, here’s how we could repair that. Or maybe next time, here’s a suggestion on how you could communicate it in this way. So it’s like we can do onsite training right there, um, within the day if there’s questions or anything.

But then, um, it’s pretty obvious if someone isn’t pulling their weight because we, because we depend on each other so much. So we have permission, we give each other permission to be able to have those conversations too. And when we’re, you know, asking, you know, do, do I have your permission to tell you something I saw that maybe could be improved or was maybe problematic for this patient or whatever it is then it just releases that wall or that barrier. And they know, no one’s in trouble. Like we just want what’s best for the care of our patients and for our community. So, um, I think just being able to have those open conversations, but then also accountability with statistics is really important too.

Yeah. It really reminds me like where we started your, your first wording was a lot about like the vision, um, the vision to have the kind of impact in the community, the vision to, you know, help a lot of people, like if we can stay connected to that, um, create that kind of collaboration, you know? So, so the things you’re describing, we, I mean, this is, this is a quick and dirty interview, you know, we’re, we’re hitting on a lot of quick key points. Um, we will definitely make sure, um, that people have your contact. Um, there’s also, um, the transcript, you know, as Cairo secure puts these interviews on puts these shows on you definitely have the, to get a copy of the transcript. So please by all means, reach out to get that, you know, really start to dissect some of the things that Dr. Elise is talking about. So, you know, just because it’s, it’s basically in closing, like any last words you can share with people, Dr. Elise, because that’s the key, like, how do we share this? How do we have people see that this is possible?

Sure. Um, I will say that, think about when you first opened your practice or maybe you first got into practice and how the nerves that were happening, the fears, the unknown, like, will I succeed? Will I be able to pay rent? Well, I, you know, all those questions, it’s the same thing. You’re just moving into a different phase in your journey, especially if you are a business owner at different phase in your business owner journey. So it’s normal to have all these unknown questions. I would recommend that you reach out for support. I created building your team of chiropractors program because of how many people were reaching out to me. And I just, it’s not a phone call. It’s, it’s a process because there is the mindset. There is a lot of housecleaning. So I’d say the next tangible step for anyone. Who’s bringing it.

Even if you already have chiropractors. Cause I have chiropractors who haven’t retained doctors within their practice reaching out to me. I have, I have doctors in this program who have been practicing over 20 years. Um, and so they, and then Dr. Sue, this is going to be their first associate and they just, maybe they’ve experienced the not being treated well when they were an associate or just wanting to do it differently. And they’re looking for something else. Um, so I’d say the one tangible thing to do right now though, is to start cleaning house and your clinic. If there’s something, I’ll say one thing I used to do when I’d convert patients from their original care plan to wellness care, I didn’t really have that documented how I did it. I just closed everyone. I had a relationship with them. It was simple. It was easy. It was quick, you know, it was natural. And then when you bring in other doctors, you need to remember, especially if they’re coming from school, that’s not natural. They don’t know. They want to know exactly

Like, what should I say? How do I say, what if they

Ask this question? You know, is there a system for this? So if there’s anything, a lot of chiropractors invest in these programs that it’s like, how do you know marketing programs of how to get more new patients? How do you do your day one day two and close closing, all that sort of stuff. But they’re not actually thinking about how do I take care of my team? How do I nurture my team? How do I retain my team? Because when you have a happy team, you retain your patients too, and your practice continues to grow. And you know, what’s happening. You have your hand on the pulse. So I’d say anything. That’s kind of messy in your practice right now. Hey, you’ve done what you’ve needed to do to get where you’re at, but it might not be intuitive for someone else coming into your practice to do exactly what you do.

So start recording yourself. We create a Facebook group. So a private Facebook group that we record every training in there. So we go live on Facebook, but it’s a private group where just our team is at. And then we have a private group for just the doctors. So if the doctors need to go back and they want to, you know, some people learn from watching the video, again, some learn from listening to it on their drive home, you know, whatever it is, they can go back and watch old trainings to make sure they are up to par in a certain area. So I’d say starting to record yourself and getting some of the things that you naturally do into a system right now is one of the best things. And then making sure that you don’t have any like drama or any issues on your team, too, whether it’s with CAS or doctor, whoever, um, making sure who is when you bring in another doctor that they’re coming into, like a loving, respectful environment is incredibly important. Right? Well, thank you. This is completely jam packed. Um, by all means, please get the transcript. Um, I’d be remiss if I didn’t also say thank you to ChiroSecure. ChiroSecure is who creates this platform for us to be able to do these kinds of things. So thank you so much, Dr. Elise, um, please, everyone listening, stay tuned next week. Um, Mike Miscoe is the host for Growth Without Risk. So thank you and have a wonderful weekend.

Empowering Women in Chiropractic – Optimizing Performance with Chiropractic – F4CP

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Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.

All right. Chiropractic friends. I cannot tell you how excited I am to have you join me for today’s historic moment. You are actually the very first audience that we have shown this to. And I can’t tell you how excited I have as we go through today. We’re going to show you some Epic opportunities for you to be able to just create an amazing moment in your practice. You know, there’s a famous quote by Maya Angelo, and it goes like this. People will forget what you say. People will forget what you did, but people will never forget how you made them feel. I want you to remember that as we go through these slides today, because never before in the history of chiropractic, have we ever had so many people speaking on our behalf and that’s what makes the incredible moment come true? So I’m going to share my slides with you.

And we’re going to go through and talk about optimizing performance with chiropractic care. And as I do that, one of the things that I want to always remember is being grateful. I’m grateful for you for showing up today. And I’m very grateful for these corporate sponsors. One of the people that makes this come true, ChiroSecure, and we cannot thank them enough for being partners with us in this journey to really showcase the benefits of chiropractic care on so many levels. Now let’s get started. Speaking of levels, first and foremost, what are we doing at the foundation? That’s going to make a difference in your life. Remember, I am a chiropractor with you. So everything I do, I know that has to be done in make sense in your clinical practice. So as we reflect, this is a mirror of what am I doing to be the very best in my profession.

And what is the foundation doing to make your dollars work for you? That’s why we launched this first campaign on February 1st called optimizing performance with chiropractic care. It is absolutely aligned for the upcoming summer Olympics. Yes, I know there’s been a lot of things going on, but it will happen 2021. We will focus on the general enhance your health campaign, but we are going to do something really special in that is we’re going to optimize performance using athletes organically. So I’m going to show you what that all means, because once you see it, I think you’re going to get really excited because I am excited about this. Many of you, if you’re a member of the foundation will have already seen this press release. This is the launch that we distributed to local media to encourage editorial coverage on how chiropractic enhances and optimizes performance and overall health.

We share this information with you. And this is in your email box. If you remember, and please do look for it because it showcases a lot of what is coming up. These are testimonials from athletes. And as we go through these resources are going to be something that you can share throughout the entire year. Now, why do I say it’s historic? Because we’ve never had the top Olympic performers speaking for us. Now, you all know it’s very easy for us to speak for us, but what really makes a difference is when they speak for us, because everybody loves an Olympic athlete, it motivates it’s inspiring. And really it changes the way you look at things. That’s why we’re doing this. Now, as we move through, we’re going to show you some of those athletes that I just discussed. This is the first three posters in year.

One of the very first to see this, these first three posters of a total, okay, get ready for this of 18 that are going to come out. I did say 18, no one, no marketing company. I know no one in the chiropractic history has ever had 18 athletes speaking on our behalf. If that doesn’t make you proud, I have a really tough audience here today because when you see how they’re talking about chiropractic, how it changed their lives, how we use this daily, this is where we need to be each and every one of us needs to put in the hard work to get this messaging out, because there’s going to be people around the nation that are going to see these Olympic athletes. And for the first time, see chiropractic involved in optimizing performance. These people put their bodies into their work on a daily basis.

If there’s anybody to talk about chiropractic and how to use chiropractic to optimize health, these are the people to do it. Now on the left, you’re going to see Andre Cassan. He is a eight time world champion in a five time world record holder EVOD Martin cure is a two time Olympic athlete for the 400 meter in a gold medalist. And then last but not least is Aries merit. He is a world record holder, as well as an Olympic gold medalist. Is this exciting. I really think that our profession should be very proud. We already know how amazing our skill set is and the benefits that we bring. But let me tell you this from the little teeny toddler, up to the hundred Centennial old patients that we have in our practice, this is going to touch all their hearts and you have no idea how this messaging is going to impact your community.

That’s why I need you to continue to help us push it out. The next slide shows you, how do you do that? Okay. How do I use these posters to be effective? The nice part is the quality of the information that I’m going to be giving you. You can print this at your local Walgreens, wherever they do the print posters in your neighborhood. And they can be then put in your clinic reception area. What might be really nice is if you sign a poster and give it to some of your younger high school students that come into your practice, why? Because a special gift from their chiropractor, especially when it comes to optimizing the performance could really touch them. Their Olympic dream might be right there. And I think it’s a fun way to really share what you know, and how important that is. Other things you can do is print and share as a flyer for your patients and have them on a clear stand, take them to the high school.

Maybe there’s an opportunity to do a elementary school. Talk about being the best you can be with gold performance, and you can bring in these posters, give them away, encourage your patients to like them on social media. And I’m going to share with you a little bit more about what that means, but I also would love to see you put them in a newsletter. If you’re not doing a newsletter, please think twice about not doing it because patients need to know you and they want to know more about what chiropractic offers. So if you could help them be the best that they can be by, by really educating them, it’ll be a win-win all the way around here is a video that I’m going to show you in just a moment. But before I do, I want you to do your homework. I’m going to ask you to do three things.

Number one, you need to go to our Facebook page. You need to like this social media video. Then you need to comment on it because that pushes us up in the algorithms. So we get more and more people coming to see our social media moments last but not least. Now you need to share. So remember what I said, click on our Facebook page like that video, then comments and last but not least share it. That’s the optimum way for ups us to increase our optics around the nation. Now I’m going to share with you one of these videos, which is really exciting. It’s Deedee Trotter, and she is quite an amazing athlete. So let’s just hear from Deedee, how she feels about everything we do on a regular basis.

Hi, I’m Deedee Trotter. And I just want to tell you without a shadow of a doubt, chiropractic work played a huge part in the athlete that I was able to become. During my 13 years of professionally competing, I was able to make three Olympic teams. I have two Olympic gold medals, a bronze medal, a NCAA champion USA champion. I have had such an amazing career, but none of it would have been possible. Were it not for the chiropractors I had on my team, helping me to always get the maximum out of every performance. Um, if I ever showed up to a track meet and my chiropractor wasn’t there, it was usually a stressful home. I always wished I could just get a little bit more out of those races. And if they were there, I would have had just the right tune up to get me. Right. And you know, that’s what chiropractors really do. They they’re, they’re really more like the mechanics for these machines. So I’ve been able to have such an amazing career thanks to them. And, um, I really just can’t thank them a note. So thank you guys for what you get to help me be my best.

Okay. Ladies and gentlemen, let me ask you this. Who gives you the opportunity to use a world record holder, to showcase what we do? That’s her words, the best part, we didn’t pay her for this. These are her organic words telling the world about how she optimizes her performance, how Deedee Trotter became an Olympic athlete going into a gold metal performance. So I can’t tell you how I feel about it. I hope you feel as excited as I am. Her winning two gold medals and a bronze in Olympic competition. And because she loves chiropractic these pieces, these moments are what make the difference. Remember I told you, Angela Maya would say it is about how you make them feel that they will remember you. And these are the moments that people are going to remember. So we’re just going to move past there. We’re going to talk now about how to use those video testimonials.

I want to remind you that these are easy to do. Just go to our Facebook, like share and comment. Remember I asked you those three homework pieces you have to do to push these algorithms across the nation, share these video files in a newsletter to your patients. Electronic newsletters are quick to do, but I’ll tell you what a lot of people love videos in the younger generation loves videos. That’s why YouTube is so successful. So these are the videos that are going to help encourage patients to see the value that we bring as professionals in the community of healthcare and not just for pain. We know we are in an opioid epidemic, and unfortunately we are seeing the drastic and unfortunate and somewhat just devastating numbers that an opioid epidemic layered with a pandemic can bring. So let’s flip this up a notch, let’s get them inspired.

Let’s enhance their education by showcasing what gold metals look like and why chiropractics have to be synonymous with gold. I’m going to bring up gold again. So don’t forget that. But as we move forward, these posters are all about you utilizing them effectively. So when you look at these and you start thinking about, what am I going to do with this poster that can be incorporated into a newsletter. These are beautiful. I mean, the posters themselves in the quotes that they have remembered, these are their quotes. There’s one on here. Tony, you’ll see his quote is chiropractic care helps me to reach my full potential as an athlete, by enabling my body to run efficiently without the overuse of my energy system. He looks in this picture like a bird in my mind. I love this picture. And I hope that these posters will bring greater awareness.

You can switch them out in your practices, front office. You can put them around the office as, you know, move them around. Pete people interested, keep your social media pages, Facebook, Twitter, Instagram, wherever you are. These posters need to be. And to do that, we need to work together as a team. So look at the posters as they start coming out the next. Now I’m going to take you to a place. No one has been before. We’re going to take you backstage. What people don’t recognize is that the foundation actually flew out to Los Angeles to be able to do this particular Olympic commercial. And while we were there, we had a behind the scenes moments with all of the athlete, the, um, the introduced to our film production. And our first thought was, you know, this is a true story about chiropractic where an athlete, Dr.

Eric Oka Witter came to the set. And you know, this was years back that we, that she was an Olympic athlete. So I have to smile and tell you the behind the scenes story here, because it is so impactful. We really didn’t know how was going to show up. Was she going to look like an Olympic athlete? Like she did it in the good old days because it was years before. And so we had a body double behind the stage just in case it didn’t, it didn’t have the right shot. Let me tell you this. She blew away the body double. She came not only in full form, you would never know that she’s not still competing. She’s had two children runs a full-time practice. She is an amazing athlete. And when we saw her running down the street, I would swear to you that she was 20 years old and after two kids and running a full-time practice in bringing athletes into her mix, that our Olympic champions that are looking to get back old metal.

It’s such a beautiful story. So we know 2020 was when the Olympics were going to take place, but please join me in getting enthusiastic about the 20, 20 Tokyo Olympics. Here’s behind the scenes that I was talking to you about. There’s Dr. Erica. She is quite a rock star in every way, shape or form giving up her time. She did this for you. She did this commercial with no aptitude for what’s in it. For me, it was all about making sure that people knew the benefits of chiropractic care. I want you to resonate for a moment on what I just said, because I think it’s important what people do for the profession these athletes are doing for our profession. I want you to think about what you’re doing to enhance the optics of chiropractic for the entire profession. It’s not just all about what can the foundation do for me.

It’s not all about what the Olympic athletes can do for me. This is about you giving back to the entire profession. It can be really simple and just sharing this information, or it could be big, bold, brave, where you go out and you start making the media appearances. You start making the articles in your community to showcase how chiropractic is changing, the way people optimize their health. That’s where the critical component is here. Now, let me tell you a little behind the story behind the scene story that happened to Dr. Erica, running down those cement roads over and over again with the cameraman, took a beating on her, on her ankle. In fact, she hit one of the cement crux where part of the cement was up in the other part was down. Unfortunately, she’s trained her ankle very badly. And as a rock star, she tried to go on.

And finally, she said, Dr. Sherry, can you adjust my ankle? And in a heartbeat, I was there for her. So she could finish out the shots, but you can see in that bottom picture where she setting up on the athlete, she was in pain and she hung in there like a true champion, a Olympic athlete. And that’s why I think you needed to hear this behind the scenes story. It, um, it lightens the heart. It makes it more fun. But now, you know, what’s really happening in the, behind the scenes. This is her absolutely beautiful in every way, shape or form and putting first things first, she put the profession first, and that’s what makes a difference when we talk about how we’re going to all rise together. And I believe this year in August, we will all have an amazing moment. I’m going to share with you why I think that’s true in these FRCP updates.

We’re going to look at last year, the 2020 report. So you have to know where you’ve been to know where you’re going, and that’s why I think he needed to see the 20, 20 annual report. There’s a link there that you can look at it. I want to share with you something that I’m very proud of because it actually boosts every single chiropractor in the nation. In fact, in the world, we want to tell you award for the amazing Olympic advertising that we did with that commercial. I just spoke up. It’s going to be played 30, 30 seconds, five times during the Olympics. And while we have that ad, that was not all we were doing last year to work on optimizing our optics in healthcare. We actually had all of these press releases and we won three awards. I don’t know if you know that the telly awards is a pretty high bar to set, but there are others words there that really do mean a lot to the profession.

This is about us being recognized for our gold standard performances of the best quality media opportunities possible. So if you would kindly see what the past looked like, so you can see what the future looks like. I think you’ll be very proud of the dollars that you put into because remember every dollar that goes into the foundation goes out in national marketing and there is no other marketing campaign out there that can say that supporting 43 state associations, 16 colleges, and there is 30,000 of you supporting us. So that’s, what’s making the big difference in what we do and why we do it. Now, as we move forward, here is the chiropractic assistance handbook. Why is this important? Listen. So many of you are forgetting the most important part of your clinic and that’s your staff. The patients come in. And the first thing they see is the staff.

And I wanted to see how we can connect the staff with marketing. And I want you to be able to appreciate and enhance your staff’s education. One of the pieces really simple, but often for God, is, are they answering the phone correctly? Are they greeting the patient properly? What are some of the negative things that they say they might not even know? Like never say, um, example, never say you have to ask instead, will you please just simple things that we want everyone to remember as we promote our businesses to the community offering solutions. And then if they have to put a patient on hold, what does that mean? And how do they accurately do that? These are just one of several, I think there’s 40 or 50 pages. This book is amazing. That is offered to our gold members. As we move through educating our patients about fun and different variety of, of opportunities to do so.

Whether it’s videos on social media, whether it’s a brochure or a newsletter, but this adjusted reality is a fun and very educational and entertaining way to get them inspired about their health. This is a way for you to connect with your patients that are looking at podcasts every day and you didn’t even know it. So now you can connect with them by sharing adjusted reality. This podcast is for the chiropractic patient, but more importantly, we’re putting it out into the ethos to see who’s going to connect with chiropractic. Next. The adjusted reality is trusted by the adjusted. You can listen to professional athletes, celebrities, actors, healthcare professionals, wellness, experts, and influencers. This is how you make sure you’re hitting them in the medium that they’re at. And a lot of them are at podcasts right now. It’s kind of like in the old days with the radio, but only you get to tune into the radio station.

You want to listen to many of you have never been involved with podcasts before. That’s okay. Um, here’s an example. If you want to, um, go onto our, um, web page and you’ll be able to actually see the video portion of the podcast, which is fun. That video portion, all you have to do is go to frcp.org. You’ll find it in our media section. And, uh, there you’ll see the adjusted reality. This one right here is Adam Schaffer in mind pump. And he talks all about his fitness journey. Now, listen, I would never do anything that would make a chiropractor uncomfortable. So we will never do something that I think would make you go. I can’t share that with my patients. We’re talking about health, we’re doing it in a fun way. And sometimes they’ll share their chiropractic stories with us. And it’s beautiful because it’s coming from them and the listener gets excited and motivated.

We have five stars on all of the podcasts so far, we have over 1800 downloads and we’ve barely been out for a month. We can’t thank you enough. If you haven’t listened, please join us adjusted reality. You can find us on Apple, Google, Spotify, Buzzsprout you name it. You can find us there. And if you are happened to be new to podcasts, and you’re like, Oh, I don’t really know how to utilize the adjusted reality podcast with my patients. I’ve got you. A lot of us have never used podcasts to share with our patients. Therefore, we have a tutorial. It’s simple. It’s easy. You can give it to your front desk, but please listen yourself because that’s the way you can share some of the tidbits that are out there. And we’re talking amazing. Yes. Deepak Chopra talking about meditation, Adam Schaffer talking about his fitness journey and mind pump.

The fittest man in the world is going to be on rich Froning. This is how you inspire, engage your patients. You can say, Hey, did you watch the latest? Did you hear the latest that Justin podcast adjusted reality podcasts? We was talking to the fittest man in the world. If you haven’t heard it, you should listen to it. You could even have little cards to share with your patients, go to adjusted reality. The reason why this pumps everybody up, this makes our community stronger. It bonds us together. It inspires us. It makes us smile. Isn’t that? What we all need. We need a bump up. We don’t hit a bump down. So please look at the adjusted reality podcast. See how you can share it with your patients. And I can guarantee you it’s going to be a fun adventure for all of us now, last but not least, we all have to shine up our image.

This is our new web page, and it’s a new look. Why do I bring up our NOLA? Because I’m going to encourage all of you to look at your practice and ask yourself, are you shiny and new, or are you going a little bit? Because together we can make a bright, shiny appearance to millions of Americans, but we have to do it with our best foot forward. So look at your practice and see what you need to do to, to really engage and make things look really clean, really strong, smart, and best foot forward. And that’s why this webpage for us was an important next step. Be vibrant and be hip. And that’s what we want the foundation to really put as their best foot forward. Now, we talked a lot about gold gold membership. Some of our colleagues are spending four to $500 a month on marketing campaigns that don’t even come close to what the foundation is offering.

Remember we give back, we don’t take, we give back the dollars that you spend with us and it’s best quality we’re putting out eBooks infographics, white papers, press releases. Eight, 18 Olympic athletes are speaking for you about you and with you. So there is no other group that can match what we are offering you. If those only big athletes are going for gold, consider going for gold, a hundred dollars a month is putting back. It’s an investment in our profession to do better. We have to make changes. And one of the big pieces that I see in with my staff is a quote. I’m going to summarize it by Thomas Jefferson. He said, the harder I work, the luckier I get, I want to be really lucky in 2021. And if you’re sitting out there watching this and you’re seeing Olympic athletes speak on your behalf, I want you to invest in that next moment.

And what does that look like as we go for gold, it means that you were being able to share the materials. It also means you care to invest in the foundation. And one last piece as we go through and we look at the packages that are available for you. I want you to inspire your patients by knowing what you want to do in your practice. And so often we get caught up in the daily grind. This is the time to have fun, to enjoy what we do on a social media level, the pieces that are going to come into place in August during the Olympics 204 million people are going to be watching the Olympics five times. We’re going to inspire them with a 32nd video. They’re going to go to find a doctor. If they want a chiropractor, are you going to be in our find a doctor directory?

Or are you going to miss out on your gold? Because I will tell you this. This is the year to make a big difference. And the only way we can do it is if you’re with me, if we unite as a full, strong, big, brave, beautiful profession, that’s what going for gold is today. I hope you’ll join me and go for gold. Thanks so much for all you do next week. You’ll have your ChiroSecure speaker, please come back and join us because so much of what you do in your practice is just sharpening the saw and being the best you can be all the best to you.

Empowering Women in Chiropractic – How To Become A Chiropractic Media Expert

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Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.

Welcome to Empowering Women in Chiropractic show. My name is Dr. Nathalie Beauchamp. I’m one of the cohost, thank you so much to ChiroSecure for putting on these amazing shows where we can have guests or share pearls about what’s going on in our practices and in our lives. So we can, you know, upscale our personal, uh, practices, but also share it with others. So super excited today to have a guest. Her name is Christie Christina Daves, and she is a PR strategist. Uh, Christina has written two best-selling books. One of them is a hundred plus affordable ways to easily create a buzz. And the other one, and it’s right behind her is the, do it yourself guide to a free publicity. So hi Christina.

Hi, Natalie. So fun to be here.

Yeah, super excited. And one thing that I didn’t completely re, um, you know, talk about in your bio, you’ve been in the media a thousand times. So you have to tell us, uh, your story, Christina, how did all of this start?

Yeah. And it’s super important, you know, when you hear the story that I walk your walk every day, so I’m really doing this stuff in my business, but I invented a product in 2010. I had broken my foot, uh, which I’m sure a lot of chiropractors are helping people with the therapy after that. Um, and I broke my foot and I was one of those big, awful boots, you know, the big black ugly boot. And we were headed to New York city. So I’m on the train Googling, anything that I could ship to my hotel to make this look better. And there was nothing on the market. So ding, ding, ding, you know, entrepreneurial light bulbs go off and I invented a fashion line for them and everybody loved it. And everybody thought it was a great idea. Uh, but my problem was I had invented a whole new space in the marketplace.

You know, nobody knew that they needed to decorate their medical boots. So I had to teach the world, uh, and I had hired somebody as a consultant and he really did me wrong and he took all my money and did nothing. So I’m dead broke. My house is mortgaged. I have 50,000 pieces of inventory sitting in a warehouse and I’m like, Oh crap. Now what do I do? So I literally went to the library, the real library, where there are books. And I read about PR and publicity. And I started and I made a lot of mistakes when I started. And then I started to figure things out that worked. And in my first year of business, I was in over 50 media outlets, including Steve Harvey, Dr. Oz Fox, a post, and to date, I’ve been in over a thousand because I know what that means for both that business and this business that I’m in. Now, when you get publicity, people find you, it gives you authority. It gives you credibility and peop people love to work with the famous person.

Mm that’s awesome. So today, uh, Christina, what I’d like you to talk about is how, as a chiropractor in a small community, we can become the go-to expert because, uh, we can listen to your story. And we know about book authors and, you know, it’s more of a global run international, uh, kind of, uh, thing, because you’re not restricted to your geographic location. So I think when we hear PR, you know, and in our mind, you’re like, okay, how, uh, how am I going to do this? So rake it down for us. What are the most important things to think about, uh, when it comes to getting some exposure, because there’s a big difference between PR and advertising, uh, and one is way more powerful than the other, right,

Right. Advertising you pay for. And it’s important. I’m not saying don’t advertise. It’s a very important part of your business, but advertising your, putting the message out, you’re telling the world what you want them to hear. And everybody knows what an ad is, which is fine. Again, it’s okay. You’re letting people know about you, but PR is, is somebody else telling the world how great you are, they call it third-party credibility. So that’s why I get super passionate about it because it’s so much more credible. If a journalist is quoting you or talking about you, your business, your specialties, then if you talk about it, um, so you asked me how, and one of the easiest things you can do is, is what they call news jacking. You know, what’s going on in the world right now that you, as a chiropractor can talk about.

And, and a lot of that is COVID still co I’ve never seen anything like this, just this all consuming in the news. But especially with everybody working from home as chiropractors, you know, what does it mean? Here’s a perfect example. I’m here today, doing this. We joke about, you know, the zoom calls are from here up. I’m sitting in my dining room chair because it’s shorter. I can get all my lighting, right. And my, you know, my camera, right? Probably not the best for my posture, my back, my shoulders, uh, you know, what are people doing at home? I know the kids are laying in bed, doing class. I was with my niece and nephew last night, they’re 15 and 18. They could go back to school today. They’re like, why? You know, we can stay in our pajamas and do school in bed. So these are the things you all could be pitching your local media, whether it’s television or print, radio, anything talking about what a year of being home has done to our bodies. And as chiropractors, as experts in the industry, you all know the body here are some tips. So, you know, your, you don’t your back. Doesn’t get thrown out your shoulders, how you keep your posture. Good. You know, here are five things you should be doing, working from home to protect your, your body. Yeah.

And you’re right, that, you know, we can all come at it from a different angle because we all have different kinds of specialty. And I think hooks are super duper important, right? Because the titles has to be the title of your pitches. Uh, you know, cause sometime you can make more than one D have to be catchy. So can you walk through your reasoning when let’s say, cause I know you’ve worked with many doctors, uh, what’s your thought process? When you work with a client to say, Hey, let’s look at it this way and let’s approach it this way and let’s pitch it this way.

Right? So I use a three step approach, be newsworthy, create great hooks and find the right journalist. So obviously you all need to find who covers medical stories. So that’s easy. That’s simple research should be able to do that. I gave you an idea for newsworthy, which is news jacking, and then the hook. How do you get the journalist to open that email? Some journalists at national publications, national, you know, TV shows. They might get a thousand emails before 12 o’clock before noon, you know, half their day is a thousand emails. How do you stand out from that sea of emails? And part of that is the hook. So what’s really important is, is to hone in on that. And I, for example, I’m not a good copywriter. I’m not, I’ve gotten better as time goes on, but figuring out what hooks are, look at a magazine cover.

That’s a hook. Think about where we buy magazines in the grocery store. It’s an impulse purchase. You don’t have time. Oh, here’s an article. Let me read it. Okay. Now I’m going to buy the magazine. You’re buying a magazine based on what’s on the front of that. That’s a hook. So think of your media pitches in terms of that, what is that hook? That’s going to get the journalist to say, I’ve got to see what they’re talking about. You know, and maybe it’s something, you know, um, Y Y virtual school means your kids won’t be walking when they’re 20. I don’t know drama. You know, something that, if that’s true, don’t I hate clickbait. Don’t do anything like that. Um, but you all know what, for example, this COVID stuff, what it’s doing to our body. So think about one thing it’s doing and how do you turn that into a four or five word subject line. That’s going to get that journalists to be like, Oh my gosh, you’re right. We’re all home. This is a great story. It’s beneficial to our audience, which is so important value, value, value. So by using the COVID stories, whether, again, it’s your neck, your back, your legs. If you’re

Exercising, not exercising, there’s so many topics you could come up with, but hook them in and then you get them to read that great newsworthy story. And you found the right person. And that’s the formula for the perfect pitch. Oh, I don’t know if I am muted. I can’t hear Natalie. Okay. I can’t hear, I’m going to go reset Christina. We lost Natalie sound. If you can pick up. Okay. I thought it was me. Yeah. Good. I’ll I can talk about this all day. Um, so again, so that’s kind of the formula. So I gave you one idea about COVID, uh, October is national chiropractic month, which you all of course know this. So think about things that you market your business with during October, those are the same kinds of things that you can pitch the media about. That is an optimal time for you all to be pitching because that’s news jacking, that’s newsworthy, that’s what’s happening, um, seasonal things, you know what happens?

We’re talking, Natalie and I were speaking before, before we lost her, but how beautiful the snow is, where she is. And she was going to go take a walk in the morning. And I know that, you know, often now that we’ve had snow I’m instead of walking in my exercise shoes, I’m walking in my snow boots. Does that do something? You know, what, what impact does it have? So if you’re getting ready to have, you know, snowy weather, you could pitch a story that says, Hey, I’d love to share with your audience what they should do to make sure they’re having a safe walk outside in the snow. Something like that.

You guys hear me now? Yes. Perfect. Awesome. Sorry about that. I don’t know what happened. Uh, Christina, what I was going to say is that I’ve noticed, um, in recent years that when I contacted, let’s say, uh, television, especially television, because obviously it’s visual a lot of time. They’re asking what props are you going to have the visual? So now this is pre, uh, pre COVID. Now most of the interviews are done. Uh, remote. Is this something that you see as often now, or it’s, it’s less,

It’s still really helpful television. They don’t like this talking head. Uh, one of my clients is a pediatric dentist and February and Natalie, you were gone. I was just talking about how October is national chiropractic month. February is national

Children’s dental health month. So we got Janell on television and we set our all up, but she had a high top table and she showed like a toothbrush and how the progression of taking care of kids’ teeth. And that she had a little, almost like a little washcloth, like this is how you rub your baby’s gums. And then you go to this toothpaste and then you start with this toothbrush. So it’s definitely more, it’s good to have visuals. And as chiropractors, maybe you hold a pillow or you can be far enough back, you’re laying down or showing an exercise using a ball, a band, different things. But yes, anything visual for television is really important even now, even with zoom or Skype for TV.

Cool. Uh, so your three-step process, uh, Rhonda by us again.

Yeah. You want to be newsworthy, which is news jacking COVID national chiropractic month seasonality the things I was talking about. You want to create a great hook, look at your magazine covers. Those are hooks. And then find that journalist who covers medical type stories.

Now on that one, sometime it can be tricky. And I find once you start building a relationship with one, my goodness, it’s so easy, especially if you always bring good content and they ask you, but sometime I find that, um, the media people, um, it’s strength, they, they, they rotate often and you’ll end up not having, uh, necessarily a contact. So trying to reach them is one thing. Do you have any other platform or ways that we can do some research, especially if we’re local to an area I ne uh, PR uh, strategies that you can share with them.

So I always joke my top secret trick to finding journalists is Google. Uh, it really, Google is amazing. LinkedIn is amazing Twitter. We have so many resources at our fingertips, and it’s important to remember, and I know people are so afraid of pitching the media. And the first time I pitched, I, I remember I called. I was like, um, um, hi, this is, um, um, Christina, David, I know saliva in my mouth. I was horrible. I have since been on television. Many times, you, you learn how to do this, but you know, just look things up, pick up the phone, call the newsroom. If you want to be on TV. They’re lovely. I think in the hundreds of times, I’ve called one time. Someone was kind of nasty to me. I said, Oh, they must just be having a bad day. They need our stories.

They need, like you said, they need the relationships they need to know, Oh my gosh, I’ve got to do this story. I need a chiropractor. I’m calling Natalie. I know she’s good. She’s always around. That’s the other thing, always give your cell phone number and always answer it very important. If you, if you want to be that person, don’t make them go through your front desk at your office. You know, and I always signed my name and I put self and my clients, I make them always put their cell phone number to basically implying, Hey, I’m here for you, 24 seven. If you need someone in the meet, you know, if you need an expert, I’m your person.

Oh, we lost her again. So I’ll just keep on talking. Um, no, but it is not a hard process. And when I talked about people who get scared and, um, if you remember that, that they need us more than we need them. And you think about, I was joke, I’m going to date myself here. But back in the day, our television, we had channel four or five, seven and nine, and we had the Washington post and that was it. And now it’s, we have thousands, probably tons of thousands of media outlets. And everyone’s 24 seven three 65. There is an opportunity for every single person watching to land media this month. That that’s how available this is to you. I say, be confident in what you do, be confident in what, you know, give a really good, valuable story and follow the system. That’s awesome. Can you hear me now? Now we’ve got you back. I just keep talking.

I swear to God. I swear to God. I don’t know if it’s this no. Or, or, uh, the pool that we have here, uh, up North, but, uh, all right. So great information. And, and I think I’m going to segue in close with this, that I think it’s important that, uh, we do it ourselves because it, you know, some people will ask their assistant, uh, you know, and if you have a big campaign, if you have a book launch or something like that. Sure. I think it’s important. And hiring people like you to really help you, if you have a, you know, a really, really specific need, but when it comes to the small daily stuff, I think it’s important to build that relationship. And I can talk firsthand up. I think I had, uh, eight for eight years. I was a, um, uh, a regular on a wellness Wednesday because I’d build a relationship with, uh, one of the, uh, the host who was really into wellness. So if it was not for me to put myself out there, I’m not sure that I would have gotten all this. So, Christina, uh, you have a free guide that you’d like to share with people,

Right? Yep. So you can check it out. Um, it’s captivate and cash in.com forward slash blueprint. And it’s a blueprint. It’s not only what I just went over today, but it’s some extras, you know, how do you get your messaging? Messaging is so important. Um, both for pitching the media and your website and your content. And so download that. It gives you a step-by-step guide of really everything you need to just up level what you’re doing right now.

That’s, that’s awesome. And I think I’m going to challenge that people listening to say, just, just do it. Just, they have a topic, you know, I’m up my standing desk right now. So this is an example with, with posture and, and sleep. People are so stressed out right now. So there’s just so many things that we can do to support health and not necessarily talk about COVID. Cause that’s not a topic that I personally want to cover whatsoever, but what I want to cover is what people can do to stay strong and healthy and how it’s it’s relevant, uh, to them. Some challenging, everyone listening to this to, you know, just sit back, think what are, what’s your expertise? Maybe you, you have a specific niche, uh, and just do a global, we call it Christina. As, as, as doctor, we call the Dr. Google sometime because patients, uh, obviously go and diagnose themselves.

Um, but in your case, it’s the research Google and try to find out who is in your community and give them a good value and show that you have some good content for their listeners or their viewers. And like, like you said, usually they’re, they’re super happy. So thank you so much, uh, Christina, uh, with us, and I apologize for the technical issues we’ve had, we made it work. Uh, like I said, I’m not quite sure. And thanks again to ChiroSecure for putting on these amazing show, to, um, for us to all grow in our practice and how we can also get out there with VR, for example, to reach a bigger audience. So this was Dr. Nathalie Beauchamp, uh, one of the co-hosts for the show, empowering women in chiropractic. Thank you.

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