Empowering Women Chiropractic – Grow Your Expert Brand Online

Welcome to ChiroSecure’s Empowering Women in Chiropractic, the Facebook Live show for successful women by successful women proving once again, women make it happen.

Join us each week as we bring you the best in business growth, practice management, social media marketing, networking, leadership and lots more. If it’s about women in practice and business, you’ll hear it here.

Now, join today’s hosts Dr. Natalie Beauchamp, as she talks impact, exposure and systems. And now, here’s Dr. Natalie.

Hello, everyone and welcome to this week’s episode of Empowering Women in Chiropractic. I’m your host for today, Dr. Natalie Beauchamp, and I’m super excited to have on the podcast today my good friend, Brandy Kinnear. And first, before I introduce Brandy, I’m going to tell you how we met and that goes to show you how social media does work to create relationships.

I think it was last year, probably a year ago. I was in Toronto attending Dr. Joe Dispensa’s event and I was in line up at Starbucks and I was just playing on my phone and I was, oh I haven’t been on Twitter for a bit so I hopped on Twitter and then somehow I saw Brandy’s tweet about being at a marketing summit in Toronto. And I’m like oh, I should check it out. So I check the Summit and then I checked Brandy and then went down the rabbit hole of her funnels online and ended up booking a call with her because what she had to say really resonated with me. So, I knew first hand that her funnels were quite savvy and smart and what interested in me into Brandy is that she worked with healthcare practitioner in the natural realm. To me, it was important. So, as they say, the rest is history. I booked a call and we started working together and we’re working together on different programs as well.

I have Brandy on the call today so we can talk about how to grow our expert brand online with what she calls her three step system and we’re here to give you content and good values you can use today in your practice. Welcome to the Empowering Women in Chiropractic podcast, Brandy.

Thank you so much for having me, Natalie. This is really exciting. And of course, you know I’m a huge fan of yours since we met in that random tweet in the Starbucks line.

Yes.

But I’m really excited to be able to share some information that can help the practitioners grow.

Awesome. Brandy, just tell us your story maybe in a few minutes, because I think it’s really powerful and, you know, everyone has a story and usually when we move forward and are really successful at something it’s because we have a personal story. So, tell us about your story and how you got attracted to the world of natural health.

Yeah. So, I feel like my path was actually created for me as opposed to me being the one blazing my own path. I used to live in the Caribbean. I started off in my entrepreneurial journey at the ripe age of 20 right out of university and I built up a chain of video stores and I was doing quite well and having a great time. But, you know, after five years I was ready to come back to Canada and start living the real life as they would say. And when I came back I started getting psoriasis all over my hands and my feet and it was terrible. And I went through the conventional healthcare system. I went from the GP to the dermatologist. I did all the things that they told me to do and it was just getting worse and worse.

And I was sitting on my couch one night. It was late at night. And there was this horrible commercial that came on the TV with bubble letters and I was like, you know, it’s 2006. Bubble letters have been out since the 90s. And when I looked at this video, or this commercial, it was actually a clinic. An integrated clinic that wasn’t too far from me. And I thought to myself, gosh, they need some help with their sales and marketing. So, I connected with them and sure enough they had me in on the same day and needed lots of help and, in fact, he was an integrative practitioner and he said to me if you help me grow my business, I’ll get rid of your psoriasis and any other health issues you have and anybody in your family forever. So, I was sold and I ended up becoming his director of operations and we built it into a super successful seven figure practice and we were just doing amazing things.

I became super passionate at helping other practitioners understand how to share the knowledge of what natural medicine can do and how to … You know, it’s one thing to be an expert clinician but for people not to know who you are and not to be able to find you was something was crazy for me because I was the one really telling everybody about this doctor. And it was literally word of mouth and my hard work. So, I realized that in order to grow awareness to natural medicine as a whole and make it mainstream, I needed to reach out and help more practitioners so I could exponentially … Together we could exponentially grow awareness. So …

That’s awesome.

And I moved on to consulting and what was the biggest deficiency I saw in every single practice? Marketing.

Marketing, yeah.

Marketing.

Brandy, let’s dig in right now into your three step system. The first is awareness by growing your audience and generate fans. So, can you give us tips, tools and strategies. Well, first of all explain what you mean by that and then give us some gold nuggets if you want and if you-

Yeah, for sure. I mean, I don’t need to tell anybody about the merits of social media I presume in the year 2019, but one thing to be aware of is the ability to reach the right target audience exponentially larger than you’ve ever reached them before is through social media. If people think of it as sort of a monkey on their back, it’s a lot of work, they’re not sure what to do with it, it’s actually your forum to reach hundreds of thousands of people. And when we start looking at it like that and we start positioning ourselves in the way we want to communicate with our ideal clients, it changes the way you act on social media.

What do I mean by that? Well, at the end of the day most practitioners haven’t dialed deeply into who they want to serve. So, you’re serving people who you’re serving now because you’re busy and you’re adjusting and you have a busy practice and you’re there every day and you want more and more people, fine. But do you love who you’re serving and are you attracting more of them? Or are you constantly feeling a little bit overwhelmed and exhausted with your practice, which is typical? We become these experts in our field and then we start to think hey, it’s got … There’s something more. Let’s work with the people we really like working with. And that’s what you have to do with social media. You’ve got to identify who those people are and then position your communication to them. That’s how you’re building awareness to your brand and building an audience.

You want your audience to be raising fans of people that are like yes, I love you. So, as an example, if you are super quirky or you’re funny or there’s something about your personality that’s authentic to you, you need to show that online. You can’t just be what they call a talking head because what happens is people don’t get the chance to resonate with you. And ideally, the quality of your audience is much better than the quantity of your audience. So, the metrics of how many followers you have or how many people like your page are irrelevant. I built very successful businesses in very niche markets with a high quality audience and it in itself is one of the best tips and tricks and tools I could tell you is really finely detail who you want to work with and then how you’re gonna serve them.

And then, some of the ways to make sure you’re building your audience is consistency. And I talk about omnipresence. Omnipresence is making sure that you’re everywhere. And it’s not oh my God everywhere and this is basically your life on social media. It’s using a strategy where you’re taking one piece of content and you’re repurposing it across all the channels. Should I be on Facebook? Should I be on Instagram? Should I do a YouTube channel? Yes. Do them all. Just don’t spend your whole life doing it. Just make sure that you’ve got a structure and a plan so that you can make the content once and get it across all of these channels. That’s omnipresence.

Yeah, and that’s such a good point because I think many of us in practice, we feel overwhelmed. It’s like oh my God, one more platform that I have to be on. So, what tools do you suggest, Brandy? And I guess the question is we don’t want to sound or look too preplanned as well and just use things like Later or Buffer or Hootsuite to populate. There needs to be that little bit of interaction. And good point on having our personality shine through if we’re doing video and things like that. What are your favorite tools for this?

I have a philosophy that in order to scale what you’re doing and be consistent and be omnipresent, you can’t be scheduling things on a daily basis. You need to have a scheduler for what I consider your bread and butter. I like to break down four different categories of posts that you should have possibly posting four days a week. The content should be made in advance. You schedule it using Later, as an example, because Later has got a great connection to Instagram. So, you can use it for Instagram, you can use it … Later is one of our favorites in the agency. We almost always recommend Later.

And then what I recommend doing is that’s the bread and butter, that’s the meat and potatoes. Now you add the gravy. You are the sizzle. So, that’s your behind the scenes stuff. That’s your raw, fun, daily snippets. That would be your Facebook Lives. That would be a picture of something that happened in your life or in the clinic or a patient case study or something that you want to just pop on and share. It would be what goes in your Insta stories where your gallery would be your bread and butter. You’re throwing in little tidbits and little pieces of you, your lifestyle, this authentic, unique part of you. And that stuff is organic. So, you need a mix of organic. But to look like an expert online and to have this omnipresence and this consistency, I believe that you do have to schedule some in advance.

Would you say … I mean technology is moving so fast. Which of the social media do you think … And it’s not fair to say ’cause we all have a different avatar when who we want to attract. I know that certain age group will be in different things. But let’s say my avatar, her name is Katherine, she’s 42 years old, busy mom with two kids and so forth. Where is she now? Where is Katherine found more?

Katherine’s on Instagram now? Katherine is … They’re all on Facebook, but your organic reach on Facebook is a lot more difficult now. But Instagram gives you the opportunity to get in front of the people, find the right people, follow them easily and get your information in front of them much easier than Facebook does. I encourage everybody whose working with clients under the age of 50 to be on Instagram for sure.

Mkay. Now, would you suggest hiring someone to do your social media for let’s say that nurturing and then you’re left to do the stuff that only you can do?

100 percent. Yeah.

Would you trust a social media person enough?

Yeah. No, so what we actually did in my agency and it’s specific for natural health practitioners is we actually built a program specifically to solve that program. Let’s outsource the content, the bread and butter, to somebody else so that you can focus on your zone of genius which is medicine and your second zone of genius which is organ social media posting, right?

Mkay. Cool.

There’s really no reason to be doing to all because then it’s overwhelming, the consistency doesn’t happen and you lose that momentum. You don’t get to do it a little bit and then stop and keep momentum. That’s just not the way social media works.

Yeah.

People need to see you multiple times in order to start to resonate with you.

Yeah. And I like what you mentioned about creating one piece of content that you start with a video, transform it into a transcript, to a blog, to mini posts or whatever because it’s time consuming. I, myself, do a lot of that ’cause I like to have the content that’s also original to me, to my expertise. So, great advice here. And actually, it’s funny that you mention that about Later ’cause I was using Hootsuite then we changed to Buffer and now we are with Later just because my social media person, who’s doing a fantastic job, said that it was more friendly with Instagram. So, a tip here to know.

Second point of how to grow your expert brand online: connection by nurturing your audience. We kind of touched on that with the social media, but what else can we do online with our audience?

I usually like to add a bit of context to that and the fact that there’s this rule of seven in marketing which is now typically around the rule of 20, where you need to connect with people on multiple touch points. They call them micro engagements. In order to start to build a relationship with them and start to have them resonate with your brand and start getting used to your messaging, people aren’t necessarily ready to buy when they first meet you, when they first watch your video, when they hear about you. But in order to show up on a regular basis an build these engagements with them, that’s what the rule of seven does. That’s what your social media accomplishes but then you also need to take into account your email nurturing.

In our agency, we do a lot of quizzes. We do a lot of opt-ins where it’s like the ultimate guide to or it’s a video training series or it’s a free course on … And we’re not talking the eBooks. People don’t really want to buy your eBook anymore, so that was very early 2000s. Ebooks are out and now it’s give me a quick win. Give me something short, give me something fast, give me something I can implement right away. And in exchange, of course, you’re getting their email and then that email nurturing sequence is really where you get a chance to help share what you do and what you’re passionate about and some of the results you’ve had for people that are similar to them.

And what happens if they don’t do that? Imagine a women doesn’t go and get something fixed and what that looks like long term? How it affects other aspects of your body? Blah blah blah. And so, we usually do a nurture sequence of about six of seven emails. And then, after a few months we go back. Not even a few months. Maybe two months. We go back again and start to nurture them with the same offer. Because what happens is ultimately the people that are warm, that have signed in, that have opted in and are consuming your content, it’s like a … It’s almost the same way you would treat an existing customer. They already know they can trust you.

So, we didn’t really take action in those seven rule of engagement points. They still are in your world and they still need to be communicated to. Depending on what your privacy, standards are, what you’ve had them sign up for, we like to go back and offer them the exact same offer, slightly different context and another set of seven engagements. That’s a really good … I call it an ninja trick for your email nurturing. But you have to understand that anything you do, and even … Here, I’ll give you another great one ’cause we’ve been using this really successfully is in your email sequence, give them a link to the video that you’ve done on that topic in your Facebook or make a video and put it on YouTube. Put the link the email and say if you’d rather watch the video I’ve done on this, click here.

Again, video builds relationships. It nurtures. So, you’ve got people that like to read and some people are more likely to open up an email than they are to even find you online on your social media. So, you’ve got the opportunity of connecting with them via email. Then you’re sending them over to your video and they get an even deeper connection with you. But that’s what nurturing is all about. Let’s assume that people are coming to your website or to your social media. They’re cold, they’re warm, or they’re hot. Hot ones are looking for your phone number and your address. The cold and warm, you need to build that strong relationship with them. And there’s many ways to do that but email marketing is probably one of the best and most effective.

Yeah. And that, I think, is the cool part. That let’s say I know I have one running with your agency and I somehow love helping people with headaches and migraine. It’s just something that I feel that I get great success and it’s just so rewarding. So, we’ve done a quiz about it and a nurturing campaign so people can learn about us, trust the information. And I guess it leads to our third point, which is trust by delivering value and standing out as an expert, which is also crucial. It’s all about positioning yourself.

I’m not saying that if you do one funnel on headaches, that’s it. You’re pinned down with this and that’s all you can do in the office. No, that’s not what we’re saying. But the online world is very different to me than when people make it to your office. Because there’s attraction, there’s conversion and then there’s retention. You’re helping a practitioner attract the right people, right?

Yeah. And I think what has to be understood about value … A lot of times … I mean, I work with practitioners that’ll say things to me like I don’t want to tell all of that information to my audience. It’s too much. It’s my secret sauce. And I say to them, you know, nothing that you have that’s a … There are no secrets anymore. Google exists. There’s hundreds of thousands of practitioners talking about all the things online. What you really need to know is that you’re delivering pure value to your customers or your potential customers all the time but you also have to ask for the sale.

We have an 80/20 rule in my agency where 80 percent of the time your content that you’re delivering is pure value. But 20 percent of the time you’re asking for the sale. So, if you were doing four or five posts a week, one of those would be your why they should work with you. And that’s sometimes difficult for practitioners ’cause they don’t want to sound salesy and sleazy and markety, but you’re not just there to give it away all for free; you’re there to transform and inspire and motivate and take people to the next level. So, you do have to say within a certain amount of posts why should they work with you and what that looks like.

And honestly, you have to look at communicating them with what they’re emotional, physical or lifestyle problem that you’re solving is. ‘Cause we’re not talking high level. You know, your sacroiliac joint is blah blah blah blah blah. Nobody cares about that. What they care about is they can’t get their kids hockey bag out of their car because their back is too sore. Or their shoulder’s frozen and they can’t make dinner. Those are the things that actually people care about so that’s where we have to deliver value but you also have to meet them at the level that they’re at and we say fifth grade english. Don’t try to be talking too high level. Yes, you can still sound like an expert with talking to people in the way that they actually understand information.

Another key point for anybody doing social media or any type of marketing, please get professional pictures done. Get updated, professional pictures. We have a brand photographer that we work with. We send a lot of our clients to her. She’s amazing. She knows my industry very well, so it’s easy for her to understand what I want out of it. But we get 75 pictures that we can use on Instagram, on social media, put them on the website, send them out in a media package or whatever you’re doing. Get professional pictures. It makes a big difference.

You don’t want people to think that you’re not an expert because you’re old fashioned, you don’t understand technology, your practice is out of style. It’s 2019. You have to understand technology. You need to be up to date and you need to look the part. And I think that really sets you apart with an expert positioning as well online.

Yeah. Yeah, ’cause it’s … My goodness. I ran out of water here. I think … I know I get this often and, of course, I’m the author of a book Hack your Health Habit and so forth. And I have my social media strictly for the clinic and I have some for my Dr. Natalie personal brand. But one thing that is fantastic now is that you can really reach the people who have consumed some of your material. And I know that I have patients coming in for their adjustments more regularly ’cause they see us online. It’s like it’s a reminder. Oh, yeah. I’ve got to go and schedule and get my adjustment. Or I get feedback, oh I love the recipes you guys are posting online or what have you. And it is true that any time that it is on my personal page or the clinic page that we put something fun and quirky it just resonates.

And I’ll give you that as an example, Brandy. I don’t think I told you that one. I had my birthday a few weeks ago and my staff decided me to surprise me. Big balloon with the big 5-0. Fantastic. Really happy about this. But they did that at night and we have motion sensors so at 1:30 in the morning the alarm rang. My phone rings. The alarm at the clinic got turned on. So, I’m nine minutes, eight minutes with no traffic to the clinic. And 1:30 in the morning in my pajamas running to the clinic. So, my office manager put a nice post of Facebook. Kind of an oops, sorry about that Natalie kind of thing. But we had so much feedback and people were saying this is funny. And I couldn’t really be mad at them ’cause their thought was really very kind-

[inaudible 00:22:24][crosstalk 00:22:24].

-And nice of them to do that. So, adding those little stories or anecdotes and same thing with Insta story on Instagram, it takes literally 30 seconds to do. It creates some fun and some engagement, so …

It also allows people to get to know you on a more personal level. And you don’t have to share all your life on Insta stories but letting people know … Let’s say you’re cooking and you’ve made a great meal. This is how you like to enjoy food with your family. Or what if it was a disaster and everyone hated it and you burnt the rice? That kind of stuff is like I like her, she’s really, she’s authentic. Or he’s real, he’s authentic. That’s really the stuff that helps to build the engagement faster and better.

For sure.

And if you can’t do that, you don’t have to do videos on Insta stories but it would make sense to start maybe speaking with somebody about how you can strategically get on there because it really is a tool that not a lot of people are using to their benefit. But, I mean I personally generate maybe 40 thousand dollars a year just from my Instagram account; just from me adding value to my client’s Instagram.

I always joke with older practitioner. I say if you have a teenager just ask your teenager to show you how ’cause usually they’re better at it than most.

Brandy, oh my goodness. We’re already out of time and I think we’re gonna have to do a part two of this to dig in even deeper in some of the strategies. So, I guess from getting back to the points that we talked about is really focusing on what you want to position yourself as, what kind of expert. And not saying that you need to niche down completely, but online you kind of have to attract the right patients and the people that you want to work with. And then nurturing those connections, those seven touch point. And I was at a conference in New York City last weekend and they just said exactly the same thing. How many times do you need to see and hear someone? And same with us as healthcare practitioners because most people will be referred to us by patients or, you know, if somebody sees you three times online and two of their friends talk about you, it’s like wow, she or he must be good at what she does. So, you know, this is a sign. I’ve seen your stuff-

Yep.

-In many places. This is a sign. And then after that it’s nurturing that relationship inside of your office and maybe this is what you and I discuss in a part two of this interview so people can see it as … They’re not disconnected. I really think the front end and the back end needs to be intertwined and they need to work together. But I think there’s different focus that can be applied when it comes to that.

Brandy, can you tell us, the listener, how they can find out more about you if they want to learn more about what you do please?

Sure. I’m on Instagram at YourIdealPatients. I’m also on Facebook, same name. And YourIdealPatients.come will get you over to my website where I’ve got some free tools that you can use and I’m happy to chat if anybody has any questions. There’s lots of ways to reach me through those three [inaudible 00:25:50][crosstalk 00:25:50]-

They can do like I did and schedule a call. And I was sold after one conversation ’cause I really her approach. And one of the reasons, if I may brag again about your services, is that I’ve worked with a lot of different marketers but a lot of them don’t get what we do as natural health practitioners. So, to me it’s very important that the people that I use for my services … And it goes for my computer guy at the office. Like, everybody needs to be on board of what I do, understand what I do, be a patient, get adjusted. It’s just so important to me. And it just makes everything more congruent.

Brandy, thank you so much for your time and your expertise. I hope everyone got … I’m sure everyone got good content and some nuggets that they can jump on and just start acting.

This was your host, Dr. Natalie Beauchamp for the Empowering Women in Chiropractic segment for this week. Have a great week, everyone.

Join us each week as we bring you the best in business, growth, practice management, social media marketing, networking, leadership and lots more. If it’s about women in practice and business, you’ll hear it here.

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Empowering Women Chiropractic – 9 Super Habits of Successful Chiropractic Entreleaders

Welcome to ChiroSecure’s Empowering Women in Chiropractic, the Facebook live show for successful women by successful women. Proving once again, women make it happen.

Join us each week as we bring you the best in business growth, practice management, social media marketing, networking, leadership, and lots more. If it’s about women in practice and business, you’ll hear it here.

Now join today’s host, Dr. Julie McLaughlin, as she talks learning, living and teaching. And now, here’s Dr. Julie.

Hello, everybody. Dr. Julie McLaughlin here for a ChiroSecure’s Empowering Women. I am so excited to be joining you today. And what I want you to do, this is live, this is on Facebook, or on YouTube live, and so I want to show some love to [crosstalk 00:01:55] because they are supporting all of us in our profession. They help educate us in bringing so many great programs to us. So do me a favor. Everybody put little hearts, likes, in the chat box and be sure to comment, ask questions, and let’s really show some good support for ChiroSecure because they are so great in supporting our profession. So thank you, ChiroSecure.

So what we’re going to talk about today, I am very excited to share with you. It’s the nine super habits of successful entre-leaders. So entre-leaders are people who are entrepreneurs, but are leaders, and I love this combination. There’s a great book by Dave Ramsey on this. And I love this combination because entrepreneurs are the people who are risk takers, and they can kind of be wild and crazy on the edge, but the leaders are the ones who are tried and true and they’re really going forward. So an entre-leader is someone who is going to accelerate and increase their business growth on a good measured path, but they’re also going to break out of the bounds like an entrepreneur would and really make those leaps and bounds forward. So the business of chiropractic is built on blood, sweat and tears. And don’t I know it because I’ve been practicing a really long time. And we want to change the face of healthcare in this country. And I think that we can do it through chiropractic. So let’s get started.

So we’re going to talk about the nine big ideas here. So number one, you are the problem. I am the problem, right? But the good news is, is that you are also the solution. So our problems in our practice aren’t our location, or our space or our staff or our marketing or our technique or anything else. That is not the problem. We are the problem. What’s right here between our ears. Because you know what they say is if you think you can do something, you can. And if you think you can’t do something, you can’t. So the best thing is, and why you being the problem is a great problem to have, is because you’re also the solution. Because you’re the one person in this world that you can control. You are the one person in this world that can make a difference and really start to open up your mindset and really move forward and take those steps and take away the barriers that are stopping you.

So if you’re the problem and the solution, you don’t have a problem anymore. So you are your business’s greatest asset. If it wasn’t for you, well, it doesn’t matter where your location is or how great your waiting room looks or how many patients you have. If it’s not for you, you don’t have a business, right? You are your business’s greatest asset. And so what do you do? You have to take very good care of that greatest asset. And that’s what I want you to do. Because you are the only one thing that you have control over is your behavior and what you do.

So we want to look at, “How can we make ourselves better?” So I love this number one thing. “If you could do …” number one thing game, right? So if you could do number one thing today that you could start doing that would have the greatest positive effect in your life, what would it be? Think about it. What would it be? The number one thing that you could do. Once you have that, I want you to write that down for me. Okay? And then I want you to think of the number one thing you could stop doing that would have the greatest positive effect in your life. So with my patients, I tell them, I’m like, “What’s your Kryptonite? What is it? What’s your Kryptonite that you need to stop doing?” People say, “What should I eat? What should I have? What should I do?” I’m like, “No, don’t start there. Think about what should you stop doing that you know is wrong. And like, you know, drinking soda is wrong. Stop doing it. You know, eating a bunch of sugar is wrong, fast food. Those are the things, you stop doing them and then you’re going to move yourself forward without any effort.”

So our next big idea is manage activities, not results, right? So we’re so results driven. And so for good example of this is that we all want … “I want so many new patients in a month.” But if you’re just looking at those numbers, that’s one thing. But what are the activities you can manage? So in my practice, I do lots of outside speaking engagements in my community. And the last two weeks I’ve had seven of them, which is really, really crazy. And so when we look at this, we want to see what you’re doing on your results and on your activities. What are you doing? So we want to see what we can do when we’re making our activities, in signing up those, you know, community talks and things like that. So I’m gonna work on this and see if I can reshare my slides for you so you can see ’em a little bit better now. Hopefully you can see them a little bit better now. Sorry about that.

So when you’re managing your activities, I want you to set up these talks in your community, get with some positive power partners who you could tie into. So in one week I had 28 new patients from my talks. 28 new patients. And so I was looking at managing my activities as opposed to just the results. So your outcome is going to come naturally when you have those activities.

So big idea number three is to put it all together, right? We want to have this amazing power of synergy. We want our teams to be synergistic, our patients, and our businesses. So think about this. This is a cool story. So you know, they have these Belgian draft horses, and they have these competitions where they have to pull so much weight. So one horse can pull 8,000 pounds. But if you took two random horses, they never saw each other, they were strangers to each other, right? They could pull up to 24,000 pounds. Now, one can pull 8,000, and two can pull three times as much.

Now if you take two horses and you train them together and you really get them to know each other, they can pull four times as much as a single horse. They can pull another 8,000 pounds more than two random horses. So by getting your team in sync and getting your mindset in sync with what you have to do, you can pull a lot more and you can lead a lot better. So when we think about all of these things, are you trying to do at all? Are you trying to do everything yourself? Because guess what? We don’t have enough time in the day. So we need you to have a really good synchronized team, not a random team, you know, where they’re not connected and they’re not talking and you’re not having regular office meetings. We want you to train your team to have synergy because that’s what’s going to push you forward.

What about … We don’t want to have the enemies of unity, right? So if you lack intention with your team or with your patients through thoroughness of communication, if you’re not really clear what you want them to know, what you want them to do and what they’re expected of them, you’re going to have an enemy, right? If you have lack of intention through thoroughness and goal setting and shared purpose, you’re going to have an enemy. So we want you to get on track and in sync with your intentions. If you have unresolved disagreements, that’s going to steal your energy. You may think, “Well, I’m not going to deal with that.” But bit by bit, it’s like a little chicken taking one peck out of you, and every day, pretty soon you’re bloody, right? Because it’s that energy that’s going towards that because it’s unresolved. Resolve them. Just get it done.

And if you sanction incompetence, if you have somebody on your team who’s just flat out incompetent and you’re allowing it, that’s taking your energy because you’re thinking about, “Well, if they did this, if they did that …” I want you to unite and have that unity in your practice.

But how has your passion, I need you to care deeply. Care deeply about your practice, care deeply about your patients, and show them, show them that you care, because that empathy and caring and passion is the number one thing that you can do. So Dave Ramsey says this, “The most untutored, uneducated person who has passion is much more pervasive, much higher and forward thinking and further ahead than the most eloquent person without it.” So if you have passion, you can do anything, and you can move forward.

So how about … It’s vision time? I want you to be 100% on your vision, on what need. Because as entre-leaders, you have to share your vision with your team early and often. So there’s a book, it’s called “Visioneering”. And you have to discuss your vision and your organization 21 times. Crazy, right? 21 times before people start to hear it. And it’s before they start to get it. And I want you to think about it in one sentence. So our one sentence, sometimes you think of it as a tagline, is “Every body welcome.” That’s our theme. That’s our vision. “Every body is welcome in my practice.” So we have McLaughlin care, and every body’s welcome.

So think about what is your vision? And you want to communicate that with your patients, with your staff, at least 21 times, if not on a regular basis. So what is your vision? I want you to write it out, not just about the business, but everything in your life. What is it in your family life?

So we have the three areas. We have work, we have love, and we have energy. And you want to see your vision in all three of those areas all the time. Right? And I want you to never to go all in. You’re like, “What? Never go all in? What are you talking about, Doctor Julie?” So I have two ideas and two rules on launching a new idea. You can never borrow money to fund a new idea. So if you’re like, “Oh, my gosh, I have this great idea. I’m going to add a gym to my office, or I’m going to do this or that,” but you have to borrow money to do it? Nix it, right? So that’s when you’re not all in on that.

And if the big idea that you’re going to do could be fatal to your business. So if you decide that you’re going to merge with somebody else and you just don’t have a good feeling about it, and it could be fatal to your business because of the type of contract that you sign, don’t do it. So I need you to have Plan A, Plan B, Plan C, Plan D. Cause at the end of the day, things fail, right? And the more things that you have that fail, the more likely you’re going to come up with something that succeeds. Because think of Thomas Edison, how many failed inventions he had, and Henry Ford. When we think of these great people, we know that they didn’t just come up one day and have this great idea. They have all these Plan A, B, C, and D. So I just want you not to make a plan and just go with it if it could be fatal to you. So I want you to never to go all in because I want you to take that leadership part and be a little bit conscientious of what you’re doing with it. So slow and steady wins the race on this one.

So decisions are liberating. I want you to make them. So if you’re frozen by indecision, you’re not going to move forward. Your team is energized by a leader who can make a call. Think about if you were in a sporting event and you’re in a game and you were the leader on that team and you couldn’t decide where to throw the ball, right? You’re frozen by inde … “Should I throw it here. Should I throw it there?” That’s the same thing in business. If you can’t make a decision, you’re team is going to think that you’re not capable of leading and you’re going to have no direction.

So David Allen has a book called “Getting Things Done.” And I love this approach. So done is better than perfect. I want you to do it. It doesn’t have to be perfect, and I want you to practice it. So if you have something in your life, and this is my rule and I love it, and this is from David Allen, “If it takes you two minutes or less to do it, I want you to do it now.” Like think about your emails. You look at an email in your inbox and you’ll leave it there. You don’t delete it, you don’t allocate it, you don’t do it. Right? Or the dishwasher. You see the dishwasher’s full at home. I tell my kids like, “Listen, it takes you two minutes or less to unload the dishwasher. Do it now.” So anything that takes you two minutes or less, do it immediately. And then, you know what, you’ll always be ahead on that stuff because indecision kills and we don’t want that.

So I want to tell you, in my practice I’ve had an overnight success. It was just so easy. It only took me 31 years, right? No one has an overnight success. We look at people on Facebook and in places that look like, “Oh, my gosh, they’re doing great. What’s wrong with me?” Remember that’s a mindset. No one has overnight success. It takes years of practice and determination to be able to do this. So there is no overnight success. So is it your mindset or it’s your ability. It’s your mindset that drives your ability. And I know you’re all capable of this because I believe in you. And I want you to stay on mission and stay on task with focused intensity and you will succeed, my friends.

So if you want to know more about me and what I do, my contact information is here: drjuliemclaughlin.com. And I have my online courses and onlinevhp.com. And so, again, I would like to think ChiroSecure for having me today on Empowering Women, and I hope you guys got a lot of good do level information out of this, and I want you to be sure to join us next Thursday at the same time, 11 o’clock eastern time, 12 o’clock central time, because ChiroSecure will be having the Look to the Children program with Dr. Monika Burger. And I will see you soon.

Join us each week as we bring you the best in business growth, practice management, social media marketing, networking, leadership, and lots more. If it’s about women in practice and business, you’ll hear it here.

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Empowering Women in Chiropractic Getting Referrals from OB/GYNs

Welcome to Chiro Secure’s “Empowering Women in Chiropractic”, the Facebook Live show for successful women by successful women, proving once again, women make it happen. Join us each week as we bring you the best in business growth, Practice Management, Social Media Marketing, Networking, Leadership, and lots more. If it’s about women in practice and business, you’ll hear it here. Now join today’s host, Dr. Nicole Lindsey as she talks overhead debt and creating other sources of income. And now here’s Dr Nicole.

Hi, I’m Dr. Nicole Lindsey, founder of Dominate Chiro Marketing, where I connect chiropractors to medical doctors to build their practices. I’m your host of today’s show, Empowering Women In Chiropractic, brought to you by Chiro Secure and as always we want to start off thanking them, because without them we would not be here and we really appreciate them bringing all of this information to you. I am so excited about today’s show. I have a special guest with me today, Doctor Linda Slack. Welcome.

Thank you, Nicole.

Doctor Linda, I’m going to tell you a little bit about her. She comes to us from Massachusetts where she lives and practices and she’s been doing so for 30 years now. She studied prenatal pediatrics. She studied neurology with the ICPA and the Carrick Institute of Neurology. She’s board certified through the Academy of Family Practice, the Council on Chiropractic Pediatrics, the American College of Functional Neurology, the American Board of Children Developmental Disorders. She’s on the board of the ICPA.

She is the Co-founder of the Slack Institute where she teaches advanced post Grad courses to DCs who specialize in Chiropractic pediatric care. Welcome Linda. We’re so, you’re here.

So good to be with you, Nicole.

I’m exhausted after all that [inaudible 00:03:05] was so much.

That’s what 30 years of practice does.

Well, we hope most chiropractors can put that much into it other than their practice. You know, you’ve done a lot for our profession and we appreciate you. So one of the things that you’ve done really well, which as you know, my experience with bridging gaps between medical doctors and chiropractors … is you’ve gained a lot of referrals from OB/GYNs. So you … your husband, you have completed my course. I know you’ve taken some some stuff from that and you’ve learned from that, but tell me, what do you think is one of the most important things to an OB GYN when it comes to building a relationship with a chiropractor?

Well, I think the, the OB/GYNs are very open to what we do compared to a pediatrician for example. And they see a lot of women throughout their pregnancies who have sciatic pain, who have various areas of discomfort, mostly in the lower back, and they just don’t have anything that they can do because in that circumstance, right, they can’t prescribe medication for pain relief like they would if the woman wasn’t pregnant. So they’re so much more open to what we do and it’s just a matter of going out and doing what you teach to meet and greet and find out what their needs are and the referrals … it’s a natural thing after that.

How important do you think educating them is?

100%. It’s essential, because they, just like any other … most other medical doctors in general, they have no clue what we do.

Isn’t that crazy?

Yeah.

Yeah, I have to agree with that. When you’re meeting with them face to face in their offices where they’re comfortable, they will often admit that, you know, that they really had no clue what we do.

Exactly right. And they don’t know if you show them. I have a friend who just went and did a lunch and learn in an OB/GYN office and she took pictures and showed how our tables open up to allow for the belly as it grows so that mom can lay down face down on the table. Things like that. Just simple things that they have no idea what to expect, and it’s a beautiful thing to go into their offices because they’re so open and accepting.

Yeah. Now more than ever. Right?

Yeah, definitely.

With the opioid crisis and all that. Now it seems like you’ve really branded yourself in our profession. I mean you are known as one of the pediatric gurus in our profession. How important do you think this branding of yourself is in your community when it comes to building these relationships with MDs and OB/GYNs?

Yeah. So recently I heard … I have a friend of practices a few towns over and she was saying that really what I have done has laid the groundwork for all the chiropractors in the community, because we are all getting many, many referrals from not only OB/GYNs but from the lactation consultants and the midwives and the doulas. And I’ve gone out and spoken to the mass breastfeeding councils and gone … and I’m on the Board Of Partners In Perinatal Health, which is a big … we hold a big conference for nurses and midwives and doulas every year. So they’re learning and they’ve learned that … what chiropractic is. And they can’t refer them all to me because first of all, distance and you know, people do travel far and wide to come see me, but I can’t see them all. So, that’s part of the reason why I started teaching as well, to teach other doctors in the community how to better take care of children so that they can do a good job.

That’s amazing. You’re doing so much for our profession by doing that, and that’s wonderful. So one of your specialties is taking care of infants and let’s talk about the infant brain and the importance [crosstalk 00:07:29] yeah, and developmental marks and motor milestones.

Okay. So when the infant is working off of what we call the primitive brain or the brain stem, it’s all instinctive, those natural reflexes that we talk about, the primitive reflexes that are so important. When I first started learning pediatrics, I just like let it fly right over my head. And then even … they weren’t on my radar. But now I understand that they set the groundwork for the nervous system to work properly. So as we see infants, we can monitor their progress or their lack of progress or how well their brains functioning by looking at those primitive reflexes initially, when they’re born to see … to make sure that they’re there and working properly, and we see a lot of infants with latching issues. And that could be either part of low tone.

They may have nervous system dysfunction from the birth process. That’s what we talk about all the time. But they, their, those primitive reflexes may not have engaged well. So for example, as an infant goes through the birth canal in a natural normal birth through the vaginal, you know, through the pelvis, some of those reflexes actually activate as the baby’s being born. So what would happen in a C section then?

Right, right.

Right. They don’t get set into emotion. So chiropractic and balancing out that nervous system and clearing any subluxations that are there activates … helps to activate those reflexes as well. And I use it as a monitoring through care. And then after the very first year of life, then we develop from what we call the … we talk about it as the bottom up. So we start through the brain stem up through the mid brain eventually to the cortex and the cortex engages. And from zero to two, the right brain is dominant. That allows the child to get upright and for gross motor control and coordination. And then the left brain becomes dominant between the ages of two to six, where by age six we’re about 100% there with brain development and function.

So you have milestones, you have things to look for in these different areas of the child’s life and development. So this is the kind of stuff that you teach in your courses as well.

Yup.

Okay. So this is good. I don’t remember learning this in chiropractic … they’re not teaching this in schools yet, are they?

I don’t think they’re still teaching. I don’t think they’re teaching it at school. I don’t remember learning it in school, actually.

Okay. So what do these signs mean, if you’re seeing … What are some of the possible early signs of neuro developmental delay?

Yeah, so let’s talk about motor milestones, okay? When the child … so when we’re born and we’re lying down and flat, that we go from lying to what’s the first milestone? Rolling over. And then the infant goes from rolling over to coming up onto all fours and they start to rock and they start to crawl. And they crawl and they go to standing and then walking. But in today’s society, we have all these gadgets that people get at their baby showers, like Bumbo seats.

Right.

Jolly Jumpers.

Jolly Jumpers.

And walkers. And what these contraptions do is they get the parents putting their babies in an upright posture way before their spine’s ready way before their brain is ready for that process. So what happens is the brain then, it may not develop properly through those … from the bottom up, through those stages, and it later on shows up as a neurodevelopmental delay.

Let’s talk about one of the biggest things that we see where see dysfunction happen, is in crawling. So a parent will say, “Oh, Johnny never crawled. He went right to standing and walking. He was so advanced.”

And they’re so proud.

And they’re super proud. Or a parent will come in and say, “Oh yeah, she scoots on her bottom.” So a baby scooting on their bottom is a sign that might tell you that those parents had that infant in a sitting posture way too early and too long each day. And it caused them to go into that scooting posture instead of going crawling. So if they don’t crawl, to me that’s the most important milestone because crawling allows them to begin to cross crawl and begin to be … so it sets them up to form those connections then between the left and right side of the brain. So once the brain’s formulated all through our entire life, we then begin to form neuronal connections from one side of the brain to the other. And that happens through movement. And what’s happening with our children today? How much are they moving?

Not much. Right? My 13 year old’s pretty sedentary.

So they do a lot of … what do they do? They sit around on IPADS, computers, playing video games, et cetera. Right? And that’s not gonna help this. So actually neurons will die if there’s no movement. And then think of it on the other end of life in the elderly people, when we get sedentary too. We retire from our career and a lot of elderly people just sit on their recliner all day and not move their bodies. So movement is the most important thing for the brain, the health of the brain throughout life.

So what would that lead to most likely if you’re seeing these neurodevelopmental delays, or these milestones are being met? Does that mean that the child will have certain disorders?

Yes. So it will lead to what we call a functional disconnection in the brain where the child will have some type of learning disability. So we see today, one in six children have some type of learning delay by the time they get to school. And if we catch these … the development, the neuro development early, like between zero and two with these children, and we can make sure or ensure that it happens correctly, they will get to school and they won’t have those issues. But now it’s really most of the time not picked up until the child enters school.

So, yeah, who’s checking for these? Who’s paying attention to this?

Not the pediatricians, unfortunately. No one is, there’s like occupational therapy. But then again, you wouldn’t engage with an occupational therapist until you’re at the age of school where it would be recommended. So really chiropractors are the only doctors who are looking at these issues and dealing with them and helping parents.