Empowering Women in Chiropractic – The Inside Out Practice Success Model Dr. McLaughlin & Dr. Wick

Welcome everybody to this week’s Empowering Women show, sponsored by ChiroSecure. My name is Dr. Julie McLaughlin and I want us all to thank and like and share and love to ChiroSecure for sponsoring the show because they really bring so much content to our profession and so many great docs. So as you know, I’m one of the hosts and I also am from Vital Health Protocols, and today my guest is Dr. Krysti Wick. I am so excited you’re here to share everything with us today. So let me tell you a little bit about Dr. Krysti. She is practicing not too far from me in Southwest Wisconsin. Well, maybe about an hour or so, and she’s been practicing for the last 12 years in a thriving family and pediatric practice and she has grown her practice to over 500% in the last like five years. And then she’s here to share her story. She also has a coaching program called The Illuminated Squad. And so we’re going to talk about your practice, how you can take your practice and grow it from the inside out. So welcome Dr. Krysti.

Thanks so much for having me. I’m excited.

So tell me a little bit about this idea of growing your practice from the inside out.

Yeah, so when I had to put to words what I did in my own practice, so my first years in practice were a struggle and then honestly, the last seven years of my practice have been like a rocket ship. And so if I could put that all into words, it was honestly because I started to work everything from the inside out. Just like you would approach a patient, how can we make sure that we’re looking at everything really astutely inside first before we go out and try to work on the outside stuff? And I had spent many years, honestly, not knowing what to do for marketing and I felt like a lot of the things that I would try just weren’t happening and that’s because I was constantly trying to pull from the outside when I hadn’t already really mastered what needed to happen inside with my systems and my procedures and my profitability and my understanding of myself and what I really wanted.

So that’s really center of my program is just how can I alleviate some of that stress for us as practitioners that we, a lot of us dread marketing, a lot of us get really burnt out with trying to find that next step and I really find that if you try to keep it simple and you look inside first, it can be a lot easier.

Oh, I agree. I agree. And a lot less expensive too, right?


The external marketing can become really, really expensive. So what are some of the things that you’ve done that have been successful that some other docs could learn from?

Absolutely. So first and foremost, one of the biggest things inside but I had to figure out was my communication style. So I had to spend some time learning more about myself and what felt really authentic to me as I was communicating chiropractic, and then also making sure that I was investing in resources to help me communicate better inside. Because what I found, the beginning part of my really fast growth came from just me doing the work to actually practice and work hard on… I did a lot of role playing with myself and I would record things and I would spend time practicing all of the little pieces that make the communication inside the office work well. And so that was one of the very first things I did before I ever revisited marketing. I just really worked on that communication piece. So that’s one.

Another huge piece that I had to get clear on was my care plans. So this is something that I spend a lot of time talking about because it’s really near and dear to my heart because I had an epiphany when I started evolving my practice that I was doing something else for myself and my family as compared to what I was suggesting for patients. So I think a lot of practitioners, we have such big hearts and we can get really wrapped up in being concerned about how we’re going to be perceived or we’re worried if a patient is going to be able to commit the time and the money to getting themselves from point A to point B with their health.

And so with this inside out practice model, I had to start asking myself if I am getting checked and adjusted if needed at least weekly and sometimes biweekly over the course of my… Since I was 12, I started getting in just when I was 12, why am I telling patients that wellness care in my office is only once a month? And why am I recommending these short initial care plans because I’m so concerned about how that’s going to be perceived or what maybe happened at a former chiropractor? I think a lot of us can get stuck on that as well.

So really evolving my care plans and putting everything through the question of what would I tell my mom? What would I tell my husband? What would I hold him accountable to if this was his care? And so that inside out model, I think with communication and care plans, those were really the two big things that I started with that still to this day, are just non-negotiables in my practice and you’d be shocked at how quickly you can grow your practice if you focus on those two things.

Yeah, that’s awesome. I agree. I always say don’t judge somebody else’s pocket book. You have to give your best recommendation for what that patient presents with, whether it’s they present with something that you can’t help them at all. You still have to give your best recommendation or if it’s something that is chronic and ongoing for the rest of their life, you have to give your best recommendation. And so I absolutely think if you practice that way where you’re taking your skill set and you’re just basing it on what they need and you recommend that and you take all those other little thoughts that clutter up our head off the table and you know you’re giving your best recommendation so you feel like you’re giving the best care to them, they’ll feel that too. They’ll feel that love and that caring from you that you care about them. So I love that. What other things are you doing?

I think another inside out thing you can focus on is your profitability. So a lot of people forget that if you want to grow your income, you can honestly start with looking at what you’re doing financially within the confines of what’s already established. So making sure that you understand your overhead and how much it actually costs you to provide an adjustment and then moving forward with looking at your demographic and your median household income in your area. And are you actually charging in alignment with your expertise? I think as a profession, we have so many people, again, with huge hearts, but you can get yourself into trouble if that is the decision maker for your practice from a business side instead of really looking at the profitability.

So when we look at growing from the inside out, that profitability piece is something that you should spend some time dissecting and just understanding your numbers so that you can really get to a place where if it’s time to increase your prices or change your fee structure or whatever it may be, you might be seeing the exact same patient base and you might have 10% additional profit this year by just doing that work for yourself.

And again, all of these things are there because if you would address the foundation first, then when you decide to go out and pour some more into the bucket, well, it’s going to hold and it’s going to feel better to you because ultimately, this inside out practice model is about fun in practice and happiness and not feeling like it has to be so hard. I think that’s such a common thing in our profession. Obviously as a coach, I’m constantly talking to practitioners who are just, they feel stuck and they feel like they don’t know how to take it to the next level, and this is the easiest, most streamlined pieces of information that you can start with to make things feel better inside so that you have so much more fulfillment and joy when you go to practice and you don’t feel like you’re trying to gem a square peg in a round hole every time you’re trying to come up with that next quick I need 10 more new patients. Let’s instead focus on what’s happening inside.

I love that. I love that. And I know I’ve been practicing full time for 33 years, so things have changed and evolved. We didn’t have the internet and email and all of these things, but those basic things that you are talking about have stayed constant throughout time. So in my practice, those things have been solid from day one to day… I don’t know how many days there are in 33 years, but there a whole lot. And so all the way through that, we know those things have stayed constant. So many other things have changed that we had to keep up with.

So I agree if you stick to your basics and you stick to what you know, it will make you fall in love with practice. It will make you say that this is the best job in the world. No one has a better job than being a chiropractor. And maybe I’m a little biased, I think as a female chiropractor, but we have the best job, but because our patients just are so special to us and we’re so special to them that if they have that foundation… I had my patient from day one in practice still comes in. And so you create that growth. So I love this. So this is so exciting and thank you for sharing these tips with us. And so if docs wanted to get in contact with you and learn more about what you do and how you do it, how would they contact you?

Yeah, I would say social is always a great place. I’m very active on Instagram. So it’s @drkrysti, and my first name of course has a crazy spelling. So it’s K-R-Y-S-T-I. You can totally send me a DM. Otherwise, you can absolutely check out my website. It’s theilluminatedsquad.com and you can contact me there too. But yeah, keep it simple everybody. And I love, Julie, that you reinforced like these things have worked for a lot. Like we don’t have to reinvent things and it creates such less stress for us as practitioners when we remember. We can go back to the basics and we can look inside and we can fix those things or optimize them for such a fantastic result.

Yeah, absolutely. I couldn’t agree more. So thank you for joining us and thank of all of you for joining us on Empowering Women and let’s give a little bit of love to ChiroSecure. Everybody like and little hearts and in two weeks, we are going to be back again with our Empowering Women show and it’s twelve o’clock Central Time, one o’clock Eastern Time, and Dr. Nicole Lindsey will be our host and so I hope you all join us then. Thank you very much. Bye bye.

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.

We hope you enjoyed this week’s Facebook live event. Please like us on Facebook, comment and share. We look forward to seeing all of you next week for another episode of Empowering Women in Chiropractic. Now, go ahead and hit the share button and tell your friends and colleagues about the show. Thank you for watching. Have a beautiful day. This has been a ChiroSecure production.

Please subscribe to our YouTube Channel (https://www.youtube.com/c/Chirosecure) Follow us on Instagram (https://www.instagram.com/chirosecure/), LinkedIn (https://www.linkedin.com/in/chiropracticmalpracticeins/) Periscope (https://www.pscp.tv/ChiroSecure). Twitter (https://twitter.com/ChiroSecure) If you have any questions about today’s show or want to know why ChiroSecure is still the fastest growing malpractice carrier for over 27 years, then call us at (866) 802-4476. or find out just how much you can save with ChiroSecure by visiting: https://www.chirosecure.com/quick-quotes/malpractice-quick-quote/.

Empowering Women in Chiropractic – All the New Patients – Kim Klapp

Hello, ChiroSecure viewers, and thank you for joining me today. I’m Kim Klapp, Founder of Assistants for Chiropractic Excellence. And before I share how to attract all the new patients you want, I want to thank ChiroSecure. Not only do they sponsor these programs, but they also support the profession in so many other generous ways. Now obviously ChiroSecure has the best coverage hands down, but they also have exceptional customer service and fabulous resources, so I cannot recommend them highly enough. I also appreciate that you’ve chosen to watch.

Now for over 25 years, I’ve been managing my husband, Dr. Tom’s practice in Ann Arbor, Michigan and I’ve been coaching CA since 2000. With that experience in mind, if you have any questions on hiring, training, practice systems, what have you, just post it and I will be happy to answer either during today’s show or afterwards. And today what I’d like to do is share a snippet of information from my CA Excellence Coaching Course this month on community workshops. Now, Dr. Tom and I been doing community workshops since 2006 and in Dr. Tom’s now 40 years in practice, he has found this to be the most effective method for attracting a ton of new patients, as well as making it super easy for your clients to refer more to your practice.

Plus, it is awesome to have the new patients who come to you already understand a little bit about what chiropractic truly is. Now, I’ve got lots of chiropractic friends and I know quite a few who have had unsuccessful workshops in the past. So today, I want to share a few keys that are critical to help you set up and fill up your workshops. Now while you can present your workshop anywhere in the community that works for you, natural food store, the library, an auditorium, whatever, we find that we get much better attendance when food is involved.

We provide either lunch or dinner. Now ours is named WOW, which stands for Workshop On Wellness. Whether we’re presenting our WOW for lunch and learns, now that’s where we present it at varied area businesses or schools, anywhere with between 20 to 200 employees within a 10 mile radius of our office. The other option is our WOW Dinner and that’s where we’re presenting the workshop to our patients, their guests, and to any leads that we’ve generated, and we hold that a local restaurant. But in either venue, we use the same presentation and that’s how to get healthy, avoid deadly diseases and never be sick again.

Rather than having multiple topics, we find that having just this one appeals to about everybody and it helps us keep it simple. I’m a big fan of the KISS system. Now, we just updated this presentation last month in February, but we’ve been presenting a version of this topic for about 14 years now and there are still tons of people in our community who’ve never heard it and desperately need this information. But if your practice happens to be located in a small town or it’s just your personal preference to have a lot of variety, you can teach as many different workshops as you’d like.

Now, what I really love about the presentation that Dr. Tom created is that it positions to speaker as an expert about health and wellness. And as you can see, it focuses on stress, physical, chemical and emotional and the devastating effects it has on health followed by tons and tons of tips for our community on how to neutralize the effects of stress. And of course, chiropractic is presented as the best solution. But one of the most important ways that we keep it simple is to systemize our workshops, just like we systemize everything else in our practice that we want to be successful.

And that’s why I’ve created our workshop checklist and it’s got … This is a no fail detailed timeline on how to ensure that each of our workshops really are a wow. Now because of time constraints with the show today, I’m going to focus specifically on dinners. The first step for a WOW dinner as you can see is to select a restaurant where you can hold it and then schedule a date. Now when you’re looking for a restaurant, keep in mind that in order to accommodate your dinner, it needs to have a private room and it has to seat at least 15 people.

Now, our first dinner workshop, we marketed to our entire database and had 97 people attend. I would not recommend that. It was way too huge. We were crammed like sardines. This is a photo of the room that we currently use, which luckily can be expanded three times the size you see here, so we can fit a larger crowd. But because we hold it monthly, we typically have between 20 to 45 people attend most of our dinners. Now, you also want to make sure that the restaurant is close in proximity to your office.

You don’t want the restaurant that you choose to be on one side of town and your office to be on the opposite side of town. Psychologically, you want it to seem like it’s just a hop, skip and a jump from the restaurant to your office. You also want to choose a restaurant that’s a great place to go to. Somewhere that both your ideal new patients and the doctor enjoy eating at. This is really important or you’re going to have difficulty getting people there. You’re going to have a problem if you choose a cheap low class type of buffet, unless of course that’s where your ideal patients and the doctor love to dine.

Now at the restaurant that we use, dinner runs about $25 and that’s including the beverage, non-alcoholic of course, with soup or salad, entree and the tip. Now it’s really important that the restaurant you choose works with you. You want to develop a good relationship. For example, we’re not charged the per plate fee for no-shows, but we do pay gratuity on any no-shows to keep the servers happy. You want the restaurant to be flexible in case there’s a weather issue or some sporting event that prevents people from making it to your workshop.

You don’t want to be penalized for late cancellations. Now, the reason the restaurant is so accommodating is you’re going to be bringing people to their place of business, that restaurant every month and typically not on a busy night. We hold ours on the second Tuesday each month, and those people may become regular patrons of the restaurant, so it really is a win-win. All right. So once you’ve got your location picked out and your time, how do you get people there? Well, when it comes to invitations, understand that the more you ask, the more you get.

And when you’re asking, make sure to convey how fun it is. No one wants their friends to blame them for a boring evening out. It’s your energy, your enthusiasm, and your intention, per usual that make all the difference in the world with the success of your workshop registration. And when it comes to promoting your WOW dinners, there’s five avenues. Now, keep in mind, we did not start out by doing all of these. Rome wasn’t built in a day. However, once you have them systemized, it takes just a few minutes each month to change the date to your next event.

But remember, I’m always encouraging stress-free practice growth, so just one or two will work just fine. But the first avenue is to invite your clients and their adult guests and we use a ticket format for our invitations and like everything else you want to systemize when you hand these invitations out. So the first time that we do is on their second visit during the doctor’s report. The invitation is actually, as you can see, in our doctor’s report video, and we keep the tickets stacked in our consultation rooms.

That’s going to help the doctor remember to hand them out during the report of findings. The second invitation comes later during the second visit from the new patient’s personal client advocate. Now hopefully, that CA can at least register the client and their partner for the upcoming WOW dinner. And then we ask them to check with their friends and let us know on their next visit, visit number three, if they’d like us to reserve additional seats. Now, in addition, let’s back up. So we also have a slide show.

This plays on our video monitors. It’s always playing. Now when it’s playing in our office, it is much slower. I promise you. In addition to that, we happen to have, there it is, a flyer at the front desk. We keep this in a acrylic stand because it really is a team approach. The front desk CAs obviously play a huge role. So here’s our sample sign and every computer in our office, or at least in patient areas, have a shortcut link right on the desktop. That helps us navigate to the event registration page to make it super simple for either the CAs to sign up their clients and guests or for patients to sign themselves up on our kiosks.

And by the way, each team member does explain that attendees have to be over 18 and work or live in the area. And we put our initials on the invitation. And that way we explain that if they bring the invitation to the event, they actually have a chance to win a massage. The reason we do that. That way when they bring the ticket to the event, we know which team member is responsible for getting people there and I know which employee gets the credit. All right. You also want to promote the event obviously on your website.

So if you go to our website, there’s a link on the homepage, so someone can easily click on it to register for our current WOW dinner. This makes it so easy when I’m out in the community and I meet someone. I just have them pull up our website on their phone to register. You can just airdrop them the link if you want to make it super simple. And when you click on it, it takes you to an event landing page and we use constant contact. When they click on the registration link, they go to the registration page.

And like I said, in our office, we have the link right to the registration page, cuts through one step. But this is going to collect their name, their email, their cell phone, and again, it’s going to help them verify that they’re 18 years or older and that they live or work in our area. Of course, you also want to post it on Facebook and any other social media sites that you’re on. You may also want to create ads targeting your local ideal demographic audience. So what I find is that most offices that have a low turnout simply aren’t making enough phone calls.

We find that the best times to reach people are between 12 and two in the afternoon and between five and eight in the evening. Any day of the week is fine. And we do leave a message on voicemail because so many people screen their calls. But if they’re interested after listening to the message, they will call back. And if it goes to voicemail, we’ll typically follow up and send a text. But phone calls are the key to getting people to your event. It doesn’t work for a CA to attempt to make these calls if they’re going to be at the front desk or doing any other duties.

We know there’s always fires to be put out and what happens is the invitation phone calls end up on the back burner. So if it’s going to be a CA in your office who’s going to make the calls, make sure to schedule them during specific hours, the calls during specific hours, and have them in a private office so they’re not interrupted. However, we find it’s best to have one person, whether full or part-time, dedicated as a community outreach coordinator to handle all the external marketing and especially these calls.

Now per usual, I find that characteristics trump education for this job as a community outreach coordinator. There’s no experience necessary, just a very professional, friendly and courteous demeanor on the phone. Plus, of course, that energy and enthusiasm. Because the more upbeat that the person is who makes the calls, the more fun the event sounds. Honestly, no one who they calls asks about chiropractic or your office. They only ask about what the presentation is, where the restaurant is, etc. Because of that, training for the position of the community outreach coordinator or the person who makes the phone calls is really a piece of cake.

It does not take much time at all, but we find that truly makes the difference between a success and a flop is the dedication and commitment to making those invitation phone calls. So the more you make with the correct intent, energy and enthusiasm, the better your results, just like so many other things in your practice. Obviously, email is another easy way to promote the event. That does not mean you skip the phone calls though. It just means that you send them the details via email.

Now, we always feature upcoming WOW dinner in our e-newsletters, and again, like I mentioned, we use constant contact. But you can also text your clients a shortened link to your event landing page as you see here, so there’s a lot of ways to contact them. But it really makes a big difference when the invitation comes directly from the doctor. So make sure that the doctors are personally handing out those printed tickets and invitations. And another opportunity for doctors to invite clients is during a followup report of findings.

So when that patient has had their first progress examination, the doctor is going over the report of findings and covering some wellness topics, the doctor can then stress how important it is for them to attend the next WOW dinner if they haven’t already been. Now, in addition to that myriad of ways to invite your clients and their adult guests, you also want to invite leads. Now, leads are contexts that you receive a few different ways. The first way we receive these is via our client questionnaire. We give this out at the end of the second visit.

Now, not only do we get really important feedback on the doctor’s report and the entire second visit, but we also ask for contacts here at the bottom, as you can see, who might be interested in that type of information. We also generate leads at each of our workshops on our workshop surveys. But until you have enough workshops, I’d still continue emailing your entire client database. But at this point, we just focus on our newer clients. But at first, you want to target everyone, cast a wide net when you’re first starting out.

So once we have those leads, our community outreach coordinator invites them via phone calls, emails and texts, and we do the invite phone calls about two weeks prior to the event and they take honestly just between one and three minutes a call. Super simple and it’s really effective. Again, providing you have the right person with the right mindset and the proper amount of time making the calls. So again, if you’re assigning a CA to make the calls or anyone else on your team who has any other duties, it’s critical to schedule specific hours to make those calls.

Otherwise, the other duties tend to get in the way. The reason I emphasize this so much is because lack of calls is the biggest cause for low turnout. I cannot stress that enough. More calls yields more attendees. And if you don’t have someone on your team to make these calls, I really think it’s advantageous to actually hire a part-time person to do nothing else except make calls. We’ve done it both ways, but whichever way you go, make sure the calls that are made is making sure that the calls are actually made.

That’s going to be your primary success predictor. Now, the third avenue are area businesses, health clubs, vitamin stores, bicycle shops, any fitness supply shop, and those that you have a relationship with. So think about the businesses that serve customers who can afford your care. Spas, optometrists, dentists, accountants, other professionals. Ask them to post a flyer or to email it out to their client database. And here’s ours, registered to attend a complimentary dinner for two. And you’ll let us that we don’t print a date on this flyer.

We don’t want to have to replace the flyer at each business each month. So instead, as you can see on the bottom left, we include a QR code. That makes it super easy for people with a smartphone to register for the workshop. And if you’re unfamiliar with creating a QR code, I promise you it’s very easy and free to generate a QR code for any webpage. Here’s the link that you can see that I use here. But in addition to the area businesses that I already mentioned, make sure to ask the restaurant that you’re using to post it.

And you may have apartment or condo complexes that are close to your office. That’s another great option. And make sure, of course, that all of your team members are equipped with invitations or flyers to give to their friends, their hairstylist, their servers, anyone they develop a rapport with or to post those flyers when they’re out and about in the community. Now the fourth avenue are health fairs or screening events. So here you can see in the middle, that’s actually our six foot pop-up banner that we bring with us to events.

And rather than just handing out invitations, we find it’s a lot more effective to collect leads and follow up with those invitation personal phone calls. So really easy way to do. Put up a sign like you see here on the right, register for dinner for two at Pisano’s Restaurant and we just have them fill out their contact information and drop it into a bowl. And the fifth avenue are community calendars. Most cities do have a free online community calendar, so use it. You can also add it to any chamber of commerce calendar or any network marketing groups that you’re involved with.

Now one of the free resources that I like is eventbrite.com because it allows us to invite people in the community who don’t have any ties to our office yet. And we typically do range anywhere from two to five guests from Eventbrite each month. So like I mentioned before, we do utilize that workshop checklist. That’s going to help make sure that everything is perfect for the entire event, from promotion to confirmations to set up to showtime, which is the actual presentation, to the close, which is so critical, the appointment scheduling, how to do that and the wrap up.

But our systems are really the reason that 90% of guests schedule new patients and appointments. So again, if you have any questions, just added to the comments and I’ll be happy to respond after today’s show. And if I can help you in any way, whether you’re looking for this month’s CA excellence coaching on community workshops or on training for new CAs, hiring systems or practice systems, please visit my website, it’s chiropracticassistants.com, and you can click to call or email me directly. I would love to help your team reach higher levels of excellence.

And thanks again to ChiroSecure for providing this forum to help increase chiropractic success. Next week, make sure to tune in because your host is going to be Dr. Sam Collins. Be sure to watch it.

Please subscribe to our YouTube Channel (https://www.youtube.com/c/Chirosecure) Follow us on Instagram (https://www.instagram.com/chirosecure/), LinkedIn (https://www.linkedin.com/in/chiropracticmalpracticeins/) Periscope (https://www.pscp.tv/ChiroSecure). Twitter (https://twitter.com/ChiroSecure) If you have any questions about today’s show or want to know why ChiroSecure is still the fastest growing malpractice carrier for over 27 years, then call us at (866) 802-4476. or find out just how much you can save with ChiroSecure by visiting: https://www.chirosecure.com/quick-quotes/malpractice-quick-quote/.

Empowering Women in Chiropractic – Spring Into Action – Dr. Cathy Wendland

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. Cathy Wendland-Colby, as she talks leadership, community and juggling it all. Now, here’s Dr. Cathy.

Hello and welcome to another episode of empowering women in chiropractic, brought to you by ChiroSecure. I’m today’s host, Dr. Cathy Wendland, and today it’s time to spring into action. Now listen, when we came up with this title, it was starting to get warm here in Atlanta and I was thinking spring was just around the corner. Then I woke up this morning and it was 24 degrees in Atlanta. In New York I could expect that, but not here. We’re still going to talk about springing into action because it’s coming before you know it. I know it might be cold where you are, it’s freezing here, but before you know it, the flowers will start blooming. The grass is going to start popping up and turning green again. The buds are going to start popping out of those trees in your neighborhood and all around your office, and you need to be prepared.

Today we’re going to talk about a bouquet of ideas to help you meet new people and educate your community before the school year ends, because once that school year ends, they’re gone. They’re on vacation. They’re off doing their thing. They’ll see you when they get back and they’ll see you when they can, but they’re off their normal routine. There’s still time to capture those new people. There’s still time to get them in the door and establish a healthier lifestyle. There’s still time to get them under care and get through your intense phase of care or whatever you call it, your crisis care or your symptom-based care, and get them into that wellness lifestyle. Today I really want to dig into a couple of ideas that will help you really start getting out there and meeting more people that you can get them into your office to understand what it is you do and how it can benefit them and their family.

Let’s start with the easy ones, the ones that don’t even require you going anywhere, it just requires you sitting down in front of a laptop, in front of your computer, on your tablet and typing something up. First and foremost, you can start writing some articles or blogs for your website. Now you might post them on your website and then share them to your social media pages. You might print them out and hand them out to your patients. You might email those out to your patients. You might even text out a link where your patients can come read your articles.

Here’s my recommendation. If you’re going to write articles on any kind of regular basis, whether it be once a week, once a month or once a quarter, make sure you mix it up a little bit. Don’t write the same type of article every single month, meaning don’t write above, down, inside, out, above, down, inside, out, above, down, inside, out every single month, because then it’s not interesting. It’s not engaging and it’s not relevant to what your community is experiencing. Write your articles based on what’s going on that time of year. February is a perfect time to write an article about heart health. March is the perfect time to write about colon health because it’s Colorectal Awareness Month, right? Crazy thing, but it is, or you could write it about spring because March 20th is the start of spring, or St. Patty’s Day and how to put a little spring into your step and how to make sure that you’re doing great as you’re starting to do some outdoor activity.

April is Easter and some of the Jewish holidays, and it’s also a time where the flowers are blooming and April showers bring May flowers. If you’re going to write an article in April, think about what they’re dealing with. They might be outside washing their car or mowing their lawn finally, or maybe they’re planting some flowers and you want to make sure that they’re using proper positioning and proper ergonomics so that they don’t injure themselves. What can they do to make sure that their body stays healthy? Obviously they can incorporate chiropractic as part of their natural lifestyle.

If you’re going to start writing articles, think about a theme for each month, or lay out a theme for each quarter, or lay out a theme for each week. One of the things that I did that really worked well is I did weekly videos. I mapped out 52 weekly videos and the topics for each week and just recorded those videos and then sent them out to the patients. It was an ongoing educational process where they were constantly getting the information that I wanted them to have directly from me, but I didn’t have to do it for each individual person. Does that make sense? I got to record it one time and then send it out to the masses.

That’s another thing you can start doing. Listen, if you don’t know how to do videos, you want help with that and you want to know, how do you map out 52 weeks? Just reach out to me. Drop me an email, drop me a Facebook message and I’ll be happy to help you out with that because the more you get the proper information into the hands of your community, the better prepared they are to make decisions based on fact, based on education, based on quality information, rather than making decisions based on commercials, right? Take this pill, it’ll help you, but half your body will fall apart and you won’t be able to do things. That’s how most people are making their healthcare decisions, based on the commercials that they hear, the recommendations from friends and coworkers, and fear. Why not be a voice of reason and give them the information that they need?

You can write articles, you can use it as your blog, you can put it on your website, you can put it on your social media pages, and you can do videos that can help educate people. Now that’s the easy things that you could do without ever leaving your four walls. You could also do workshops in your office for your patients and their friends, family members and coworkers, and you can market it on your social pages so that you can get outside people to come in and attend these workshops. One of the workshops I like to do every spring, which is super ultra successful, is when we do a fitness workshop. It’s basically a 30 day fitness challenge where we teach them how to lose weight, gain more energy, look and feel great. We introduce some nutrition because that’s in my wheelhouse. It’s something that I do and I have a degree in. Fitness is something that I’ve been teaching for many, many years.

Think about the things that you do. What do you excel at that you could bring into your office and do a workshop on? Maybe it’s a workshop on how to be a weekend warrior. Maybe it’s a workshop on how to play a sport. Maybe you play a sport or an activity and you could do a workshop on how people can get started doing that activity and how they can incorporate that as part of a healthy lifestyle, which also includes proper nutrition, adequate and restful sleep, a positive mental attitude, a properly functioning nervous system, right? You can incorporate the five aspects of health into your talk by bringing in different topics and still surrounding it around those five aspects of health.

You can do your articles, you can do your blogs, you can create some videos, you can send them out, drip them out, you can text them out, you can post them on YouTube and share them onto your social pages, and you can do workshops in your office, but then you also need to get outside of your four walls, because I promise you, if you just stay in here, people don’t know. There’s not like this vortex or this vacuum that just sucks them into your office. You have to go out there and meet people. One of the easiest ways that you can do that is go to the networking events that are already set up in your community. There might be leads breakfasts or lunch and learns. There might be business associations or Chamber of Commerce that’s meeting like the Powercore or the BNI.

You can go to those and start meeting people, but don’t stop there. Ask them about the events they’re involved in, because if there’s something going on in your community, you should be there. You should be there educating your community and getting to meet new people. Let people see your involvement in their community and then they’ll begin to know you, like you, trust you, and begin to expect to see you at all of these community events.

I can tell you one of the things that we purposely did is got very involved in the community from the day I moved to Georgia, literally getting involved in the Business Association and the Rotary Club and the Toastmasters Club and the Optimist Club and everything that was going on so that I knew people and I knew what events were going to be happening so we could show up. Then started writing articles and then started writing blogs and then we really got involved by sponsoring my city and everything that they had going on.

Think about what’s going on in your community this weekend. Most of you have something going on this weekend, but as it starts to warm up, you’re going to have some spring flings or spring festivals, or you’re going to have a May Day or an April recycling thing for Earth Day. There’s always some type of event going on. Why not get yourself involved?

Now, you could reach out to your local community organizer or the person who’s in charge of your Department of Parks and Recreation, or you could start reaching out to the local schools, your elementary schools and your middle schools. The PTAs, they always have events going on and they’re always looking for sponsors and people to participate. Let that be you. Then while you’re involved with the schools, why not find out about getting involved in their career day? Even the elementary schools do career day. There’s so many fun things that you can do with the elementary school kids, the middle school kids, and even the high school kids.

One of the ideas that I love to use when I go and work with the kids in the schools is I bring a big exercise ball or a soccer ball and we line the kids up. They stand with their legs lined up, because I’m not going to stand up and show you legs, I’m not standing on the desk, but the kids stand with their legs lined up and you just simply roll the ball. One student gets to be the head and one student gets to be the body and you roll the ball under the legs and make sure that the body can communicate with the head, the brain, and the brain can communicate with the body. As long as all of the legs are lined up, the ball is able to roll through and everything works properly.

Then all you have to do is just move one kid out of alignment. Just shift somebody over. Then when they roll the ball, the ball doesn’t get from the brain to the body or from the body to the brain. It’s a simple way to show what we do, which is keep the brain and the body in communication by keeping the spine in alignment so that the nervous system can function free of interference. Then you just simply ask all the students, “What should we do with this one set of legs that are out of alignment? We should put it back in, right. In chiropractic, we call that an adjustment. When we adjust the spine and we put everything back in line, look what happens. The ball is able to roll perfectly smooth, no interference. The brain can send a message to the body and the body can send a message back to the brain. The end result is health is restored.”

That’s one of the things that I love to use with kids because it’s a visual that they totally get and they can explain it when they go home. The other one of course is the safety pin cycle. I have a huge safety pin. I mean, we’re talking like this big. I basically explain the safety pin cycle. For those of you that haven’t done it with me before, we don’t have time to do it today, but it’s real simple. Don’t just tell them, “This is closed, this is open, let’s get it adjusted.” There’s so much more to it. If you’re not doing it right, reach out to me. I’d love to teach you how to do that, but the idea today is to give you a bouquet of ideas for you to go out and really interact with your community.

Listen, you’ve got your spring festivals, maybe your community does Friday night live or they might do business after hours or they might do concerts in the park. They might do different events for Memorial Day weekend and for Earth Day, which is in April, but you’ve got to get on the ball now. You’ve got to start planning that stuff out now. Look at your calendar and print out a calendar where you can look at it. I just had my staff print out these blank calendars that you can get off the internet. This is just a blank one, just so you can see. On these blank calendars, we just jotted in, just real quickly, you start jotting in what you have. Then the more you look at it, the more you start to say, “Oh, we’ve got activities lined up on the calendar,” and you start filling it in.

Now we have big wall size calendars back there and we make sure that we map out the year. I want to make sure that you have things mapped out so that you know there is a steady stream of new patients, there’s a steady stream of community involvement, and there’s a steady stream of education that’s going out to your community so that people can understand what it is that we do. It’s not neck pain, back pain and headaches. It’s so much bigger than that. It’s life. We deal with life. We deal with making sure that the body and the brain can communicate without interference and we help people function at their best level. When you come with that message and you get out there and you meet new people and you talk to them about things that are relevant to them, you write articles that are relevant to what’s going on in their lives right now, let me tell you something, you’re going to have a much easier time at educating people and engaging them in what it is that we do.

One of the workshops that I love to do this time of year, that fitness workshop, listen, we drop that fitness workshop. We do it April 1st. It’s a 30 day fitness challenge. It’s a 30 day month, so we do it April 1st til April 30th, but in the weeks leading up, what we do is ongoing education with our patients and ongoing education with our community members that get involved as well. It’s a constant stream of, “Here’s some information that you want and here’s some information that we know you need.”

If you’d like to find out how to do one of those 30 days fitness challenges or you want to participate in it with us, just drop me an email or a message me on Facebook. I would love to help you out, because here’s the reality. When one of our offices do better and more people are under chiropractic care, and that helps chiropractic and that helps the world around us, when all of our offices start doing better, then not only do we have more people under care, we have more people functioning at such a higher level and vibrating at a higher frequency and really doing great things with their lives and affecting the people around them.

That’s how we really reach that big idea. That’s how we create the big idea, where more and more people are functioning and vibrating at such a higher level because they’re under your care, that we start to change not just our city, not just our county, not just our state and not just our country, but we start to change the entire world. I truly believe in the big idea and I want all of us to see so many people in our community that get great results under chiropractic care, from the womb to the tomb, from our newborn babies to happy birthday Mr. George, to my 97 year old patient who has a birthday today, World War II veteran, Mr. George. Absolutely love seeing patients like that in the office, and I love my newborn babies and everybody in between, and I know you do too.

Take this opportunity to map out your spring so that you can spring into action, see more people, and really enjoy this life that we’re so blessed to live, and make an enormous impact on your community in a positive and absolutely wonderful manner by doing things that are going to help your community understand what it is we do so that they can experience a greater level of health.

Thank you so much for joining me this week. I am so excited to tell you that the next time we meet with Empowering Women in Chiropractic we have the wonderful Dr. Julie McLaughlin as our host. I invite you to join us every other week for our pediatric show, and then come on back for Empowering Women in Chiropractic. I look forward to seeing you soon. Take care, everybody.

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.

We hope you enjoyed this week’s Facebook Live event. Please like us on Facebook, comment and share. We look forward to seeing all of you next week for another episode of Empowering Women in Chiropractic. Now, go ahead and hit the share button and tell your friends and colleagues about the show. Thank you for watching. Have a beautiful day. This has been a ChiroSecure production.

Please subscribe to our YouTube Channel (https://www.youtube.com/c/Chirosecure) Follow us on Instagram (https://www.instagram.com/chirosecure/), LinkedIn (https://www.linkedin.com/in/chiropracticmalpracticeins/) Periscope (https://www.pscp.tv/ChiroSecure). Twitter (https://twitter.com/ChiroSecure) If you have any questions about today’s show or want to know why ChiroSecure is still the fastest growing malpractice carrier for over 27 years, then call us at (866) 802-4476. or find out just how much you can save with ChiroSecure by visiting: https://www.chirosecure.com/quick-quotes/malpractice-quick-quote/.

Empowering Women in Chiropractic – Marketing vs. Advertising with Janice Hughes & Teri Pfleger

Hello, and welcome to our show growth without risk. My name is Dr. Janice Hughes and I’m really honored and always excited to come to you on behalf of ChiroSecure. And it’s interesting with 30 years of experience in chiropractic, a blend of chiropractic management, but I love that our show is titled Growth. And my focus is always talking to you about things that are related to the growth of your practice or what I call your business. A really key topic for me is the one that we’re going to talk about today, and I’ve seen it over all the years. Everybody has their own ideas about the distinctions between marketing versus advertising and the role that either or both should play in your practice. Now, I’ve had a lot of experience, but I’m not going to pretend that I can tell you or even define it correctly.

So I always go to the experts, and I’m really excited today to bring to you Terry Phleger and her experience with social media. So Terry, welcome. Thank you for coming on.

Thank you. I’m very excited to be on. Thank you so much for having me.

You’re welcome. So let’s talk about it. How do you define the difference between the words marketing compared to advertising?

Yeah, I think a lot of people have a really blurred vision of that, and they’re very distinctly different. Of course, we use both, and we need both, but they’re very different. So marketing … The old saying is marketing gets you paid tomorrow, and advertising gets you paid today. And so, to kind of break that apart, marketing is really the process of promoting your business through value added content to a targeted audience. And that’s what marketing is. Marketing is truly getting out there, and social media is just the distribution center.

It’s the vehicle now in 2020 to market yourself, is to just get you out there. It’s kind of branding, and it’s very specific content for value for your specific audience.

Where advertising is paying for things, right? Buying a billboard, buying a Facebook ad, and those types of things. But marketing is very different than advertising.

Well, I love that you already touched really on what I think is a really key point, that there is a role and a place and a need for both. You know, particularly again, remember where we are talking to chiropractors, we’re talking to practitioners about how to build your business, how to build your practice. I think it’s interesting because, over 30 years, I’ve watched that things have gone a lot more now to advertising. Let’s face it. A lot of you listening are our new docs that you are leagues ahead of me when it comes to actually advertising like through Instagram, through Facebook.

But what I really want to talk about, Teri, is, from your expert perspective, how … Let’s just take that advertising piece. How can people get the most bang for their buck? Because what I find when I look at a practice and do a practice valuation or really an overview of people’s numbers, now more than ever, we’ve got people spending a ton more money on the advertising. They’re not even clear on how much that’s generating. So, for example, I like to say to people, from a solid business perspective, are you getting a five to one return on your dollars?


How do do people do that? So how does a practitioner now use ads, paid ads? From your perspective, what are the top two or three things that they really need to know?

Wow, that’s a great question. What they really need to know is that social media advertising does work.

There are so many people that call me all the time and say, “You know, I really want to do this, but I’ve been burned. I’ve been burned, and it doesn’t really work, does it? It’s burning out.” And it’s completely untrue. When it’s done well and correctly, it does work. And so you just need to find that person that can connect with you and know what you want and explain it to you. Because, as chiropractors, they wear so many different hats and trying to do so many different things.

And the social media world is very confusing, right? It used to be where you bought a yellow page ad, right? Or you bought a billboard. You bought a newspaper, and [inaudible 00:05:25]-

And some of our listeners don’t even know what those things are.

[crosstalk 00:05:28]. That’s true. But that’s what you used to be able to do. You used to be able to buy an ad. People you would cut it out, bring it in, and you would … Your ROI. You would know your return on investment.

So now, it is more complicated to get your return on investment. But, if you’re watching and you’re looking … Facebook has analytics and you can see. When I do a funnel, when I do an ad, I’m always looking at the analytics and I’m looking at what the return on investment is. I’m looking how many people it’s reached, what’s the engagement, how many people have left their emails, how many appointments did you make?

So there are ways of tracking it to make sure that you’re getting your return on investment.

Now, it’s interesting because, again, talking about there’s a segment of the profession that knows or understands. They’ve grown up in that world and sometimes think they understand it better. Now also, though, does it make sense for them to keep doing it? Like I think sometimes if we talk about startup mode … So I always like to, in this show talk about, I call it three segments.

Number one is start up. Number two is practitioners that are trying to work from … I’m going to say really sort of striving or tons of work to thriving. And then we’ve got some other seasoned practitioners that say have associates or they’re looking to sell their practice. So we kind of got three segments. In start up, does it make sense for the majority of the chiropractors to do this all on their own? If they understand Facebook, do they really understand all those analytics behind it?

Well, I think it’s … Yeah, that’s a great question, too. I think. I think certainly they can get started with creating their business Facebook page. Certainly, there’s a pretty significant difference between a personal Facebook page and a business Facebook page as far as how to get it to grow. And, as far as the ads on the backend, because they’re always changing.

They’re always changing with new rules, new things. So does it make sense for that? Not really, to be honest with you. And ones that are super, super techie, because, when you create funnels, you’re talking about using many different platforms. You’re talking about using Zapier and CallFinder and texting platforms and email sequences and people scheduling, and it gets pretty complicated making the funnels.

So I would say that their energy would probably be better spent marketing than advertising. Going out and meeting people. I mean good old-fashioned meeting people and making those connections, I think, really goes a long way, especially at the startup stage.

Right? And for startup docs listening, I think that that’s a really important piece in this. Like, a lot of times we think it’s only about new patients. I can show you the challenges. There was an individual chiropractor that I was really fortunate to meet years ago, began to coach him.

He had, in any of our terms, no issues. He, on average, generated over 80 new clients a month.


The challenge, he didn’t like understand the marketing piece. And, even though the internal marketing to now service those patients, put them on great care plans, all those kinds of things. So I think you do point out, though, that … I think in the very beginning for startup, almost like some of those early steps, you can do that on your own. But it really then ties into the distinction for me of moving from sort of striving and lots of the work on the business to more thriving is that I really think … And, first of all, I would never be able to keep all that backend straight, but I’m a different segment. But even a lot of existing practitioners, the power, the advantage of having someone coach them, guide them, and then they can do more what they’re really good at.

Oh, for sure. Yeah, for sure. And the thing is. Too, when you are doing advertising and social media, for example, what happened is the pendulum’s kind of swinging. What happened when social media first came out in 2009 … Business Bay just came out. People were starting to use that as a way to communicate to their community. And so they were putting on memes and posting. Right?

And that’s marketing.


That’s not advertising, that’s marketing. So they’re delivering a segment of their audience, and they’re targeting it to who would like chiropractic care and educating the community. Well, when Facebook Advertising started exploding and working so well, people left the marketing behind. So I have a lot of clients to this day who really don’t post on their page much. They just want to bam, bam, bam, advertise, advertise, bring in new patients, bring in new patients.

But they’re not doing the marketing piece, the posting, the reaching their community.

[inaudible 00:10:30].

And what’s happening is, as Facebook ads are becoming so popular, and the market’s getting a little more squeezed, your marketing then becomes equally as important. And, once again, marketing pays for tomorrow. Advertising pays for today. And so, really, both things need to be done. And I think that’s probably one of the biggest misconceptions. I have chiropractors that call and want to know, you know, “Should we really be posting on our page when it doesn’t reach as many people and there’s not as much engagement?” The reality is, you still want to be posting on your page. You need to be building your brand, and you need to be educating the community, and you need to do to be doing ads. So they really go hand in hand. And then, I think that’s probably one of the biggest misconceptions.

Well, and that’s interesting. That really speaks to the segment that would be my colleagues. You know, typically say my era of practice is that, a lot of times … Because, if you’re listening and you have a more established business, if you have a more established practice, a lot of times you’ll say, “Well, I don’t want to get caught up in that,” or I don’t need to do that regular marketing, regular posts. Well, part of the challenge is, I want to also reinforce, your practice isn’t as valuable then as you think, because the person that’s going to come in next or purchase or that you want to groom or your associates, they have very different ideas about that. And, if they’re looking at starting on their own and/or a couple of other practices to purchase. So that’s where also, even just from a, how do you get more bang for your buck?

From my perspective, I think a lot of seasoned practitioners learning the power of more consistency with your marketing in those social channels. And I think that’s really important.

You know what? Know what that is really, really a good point because I actually have chiropractors that will call me and say, “I’m heading towards retirement stage. I don’t really understand this whole social media thing. But I know, when I’m going to start to get to sell the practice, they’re going to want social media.”


“And so can you just go ahead and do that? So that when they come in to buy it, that’s already set up.” And that’s what people want, is they want it that easy transition.

Yeah, absolutely. That’s a key aspect of the valuation. That’s a key aspect of the strength of your business. So, again, we do … This is a big topic. The key we’ve really talked about is you want both. You want both marketing and advertising.

Oh, for sure.

Because you do this all the time, this is your regular life, can you share … I’m going to call it your top three actions or things to do for our listeners that will help them grow their business, related to marketing and advertising?

Oh, sure.. Yeah, that’s awesome. So in my world, because it is the social media world, really the top things to do … There’s making sure that, obviously, most everybody has pages now where they have a business Facebook page, a business, make sure you have an Instagram. There’s still a lot of people that aren’t on Instagram and that’s kind of, as a business owner, that really … You need to, at the very least, do that. And Twitter and LinkedIn are great, as well, for a lot of different things. For a lot of networking purposes for LinkedIn. And Twitter is a world a lot of people don’t want to go into, but a lot of people are on Twitter, so you might as well be doing that.

But, definitely, the top three things would be to make sure that your social media is set up correctly. A lot of people, if you look at … I’m going to challenge everybody listening to go right now to their cover photo on their Facebook page, and I’m going to tell you, 95% of you do not have your phone number or your name on it. So people who have like … I’m just pulling this out, so I’m not picking on anybody named Orange Chiropractic. But I’m just saying, if it was Orange Chiropractic, they’ll have the cover photo up there, and it will say Orange Chiropractic. And that’s it. But it won’t say Dr. Janice Hughes or what the phone number is.


And that is important, because people, when they click on it, it’s a split second. They’re like, [inaudible 00:14:53]. Now, your phone number’s obviously there. They can scroll down and find it.


People don’t take the time to do that. They really want to look on there, bam, do it. I’m also going to challenge you … and this is just another thing that, on the top of your Facebook page, on the right underneath the cover photo is a button, a call to action button. So it could say, you know, “Contact us,” “Call.” Have that say call because most people are on their mobile phones.

Mm-hmm (affirmative), yeah.

And so they can literally press a button and it automatically calls, rather than looking and scrolling down and looking for the number. So I challenge the viewers to go on and see if they have it set up correctly. So number one is set up everything correctly.


I also think that having consistent branding and posting is very important. It’s not only important to educate your community; it’s important for search engine optimization. It’s important to have those back links, right?

It’s important for that. And what people are doing is, they’re copying from other people or they’re sharing other people’s and thinking that’s posting for themselves, but it’s really not. What you’re doing, if you’re sharing somebody else’s post or meme, you’re giving them the SEO credit, the search engine optimization credit. You’re increasing their SEO, not your own. You must create your own post or get them, you have to do that. That’s really important. Also, then, the third thing would be to do Facebook, Instagram, social media advertising. It does work when done well, and people who have regular posting, their ads perform better than those that don’t.

Oh, so there’s obviously algorithms in the back again that are definitely impacting that.

Right. Because I have clients call me, “I just want a funnel. That’s all I want.” And I’m like, “Well, you really need to post.” “Nah, I just want a funnel.”

And I’m like, “I won’t even do that.” You have to be posting. So that’s really important to do both, both [inaudible 00:17:01] and do the ad. So those are the three things.

Yeah, those are great. That’s especially … Because I do now a lot of, like I say, practice valuations based on people wanting to sell their practice.


And that’s a really important key because, like I say, I’ve talked to them again about the importance of it and the the future purchaser, but also to have that in place so that you’ve already got more of the search engine optimization.

Oh yeah, for sure. Because that’s how your phone rings.

Awesome. Well that … Again, I know our our time. I could ask you a hundred questions, but what I want to do is say thank you. We will make sure that we put some links, again, affiliated with the show so that that way people can even just ask.

You know, one of the things I’ve known is that, as I turn to people like Terry, I ask, and she’s always got a real quick response for me. Just the willingness, and I appreciate, and thank you for your willingness to share and help educate other people.

[inaudible 00:17:58].

So, also, for all of you as listeners, you’ll notice that in talking about this topic, marketing versus advertising, I really like to say, how do you grow your business? You know, growth without risk means put the things in place that will help you grow. Use the systems, use the tools, use the experts and their ideas that we bring to you.

Now all of that wouldn’t happen if it wasn’t for ChiroSecure. So I constantly say thank you and owe a huge debt of gratitude to ChiroSecure, to Dr. Hoffman, in particular, who has supported myself, my career, supports the profession with these ideas about how do you grow. Because ultimately it’s about growing your business and growing your impact. So, even from a philosophical perspective, as chiropractors, we help more people the more that we grow your business. So please don’t hesitate to reach out and thank you again to ChiroSecure. Have a wonderful day.

Please subscribe to our YouTube Channel (https://www.youtube.com/c/Chirosecure) Follow us on Instagram (https://www.instagram.com/chirosecure/), LinkedIn (https://www.linkedin.com/in/chiropracticmalpracticeins/) Periscope (https://www.pscp.tv/ChiroSecure). If you have any questions about today’s show or want to know why ChiroSecure is still the fastest growing malpractice carrier for over 27 years, then call us at (866) 802-4476. or find out just how much you can save with ChiroSecure by visiting: https://www.chirosecure.com/quick-quotes/malpractice-quick-quote/.

Empowering Women in Chiropractic – Stay Neutral-Or You May Ruin Your Brand! – Dr. Randi Ross

Well, hey everybody. Welcome to the show. I am Dr. Randi Ross, founder and owner of The William David Company. I haven’t been here in a while, so I’m so excited to be back with you and sharing some good tidbits of information. Let’s make sure to give a big shout-out to our sponsors, Chirosecure, great company. Go onto their website, check out the services they have to offer. You’ll be treated with five star and kick gloves and dr Stu and Sharon and all the other team members there are just fantastic.

Well, let’s go ahead and jump right in here. Today, we’re going to be talking about staying Switzerland so you don’t ruin your brand. And for the framework of this conversation we’re going to talk about Facebook, but understand it pretty much applies to anything in the virtual world and maybe even beyond. So, I think we can all agree that culturally and as a society, maybe even globally, we find ourselves in probably the most volatile type of situation that we’ve ever seen maybe in history, and especially with social media, everything is so polarized and magnified.

And it’s so important to constantly be taking inventory of what you’re projecting and what you’re putting out there. Not as a person, I don’t really care about what you do, but as a business person, because you can really taint your brand and you as a professional if you’re not super careful. We used to say a hundred years ago when I was in practice, you always have separation of church and state and you don’t talk about things like religion in the office, except maybe in the most generic sense.

And I think that’s transcended into many other elements that are really hot button topics today. And I just really want everyone to just pay attention and put a little thought into what you’re putting out there. And it almost becomes that your passion can be professional suicide in a way.

And what I mean by that is, and again using Facebook is be very careful to remember what your job is. Your job is to be a chiropractor. Your job is to provide service that helps people feel better, get better, function, better, live a better quality of life with the services you provide, whatever those are. Your job is to educate people about the services that you can offer and that’s what they’re looking for from you.

They’re looking for answers to their problems or answers to their questions, solutions for their problems. And we have to be mindful of staying in that lane. And I scroll Facebook and I see a lot of people really putting what I consider very personal, volatile information. And what you don’t realize is it’s not that you shouldn’t have a voice or you shouldn’t have a passion, but there are people that that is going to, they’re going to kind of frown upon that, they’re going to think you don’t know what your lane is.

And we don’t want you to be missing out on caring for people that really need your service, which again, is what you need because you decided to put up some type of political Facebook. And I don’t care what your political views are. I don’t care what your religious, I don’t care what your views are on anything. I’m here to remind you that first and foremost in your community, you are a business person. Okay? And we need to really be mindful of that.

And a couple of things that we also don’t remember is that everything you put is public. If you think things are private, you’re very sadly mistaken. There’s nothing that’s private. I’m sure any of you that have kids out there, teach your kids that, right? Don’t put pictures with solo cups up there because you’re going to be wanting to go to college or get a job.

Same thing holds true for you as a professional. If you think because something’s on your personal page and it’s private and nobody else can see it and you don’t friend your patients or any of that, you need to shift your mind because that is not accurate. Anybody can share anything, or even if you don’t allow people to share, guess what? They just screenshot it and put it up there. How many times are you scrolling Facebook and you see something that’s a screenshot from somebody else’s page.

So remember, nothing is private. The other thing is that stuff lives for ever. So whatever your views and your opinions are right now, guess what? Might not be that 10 years from now. I mean, I think we saw that with like Kevin Hart lost a multimillion dollar job because of something he said on Twitter 10 years ago. And I don’t care what he said. It doesn’t matter. I’m just making a point.

Here’s another example that happened to me personally. About two weeks ago, one of my clients called me early in the morning and this was their question to me. “So now you like Mike Bloomberg?” And it was really early and I was looking at the phone going, “What are they talking about?” I don’t even know what they’re talking about. “Oh. Oh, all of a sudden you like Mike Bloomberg.” And I’m like, “I don’t even know what you’re talking about.”

And within the course of two weeks, close to a dozen people either messaged me, called me or texted me about me liking something to do with Mike Bloomberg. And I was like, “Man, I do not remember liking a post or anything.” Dug through, tried to figure it out, couldn’t. I’m going to tell you what it ultimately was. About eight years ago, Mike Bloomberg created a page for his business, The Bloomberg Report. I follow stocks because I invest in the market and I liked that page because I wanted to see certain things pop up that will inform me about the market.

Well, they since, because of his aspirations have changed the names of those pages to follow his political views. And all of a sudden, everybody thinks that I’m a Mike Bloomberg. Now, it doesn’t matter whether I like my Bloomberg or not, that’s not the point here. The point is you have to be very careful. Okay? Because these things come back to you. Sometimes it might be positive, but more often than not it’s going to be negative.

Stay in your lane, stay Switzerland, stick to the things that pertain to your business. Stick to the things that you’re an authority about, educating people about chiropractic care and the services you provide. The other thing is that people getting baited into replying and then all of a sudden you’re in this little virtual war with half of the time with someone you don’t even know.

So be very careful of that because sometimes it has nothing to do with what you posted. I’m sure we’ve all found this. You make a post, excuse me, has nothing to do with something that someone replied in a negative way. We are actually looking at the reply going, “What? That has nothing to do with what I posted.”

So again, be careful not to get into that ongoing… Because sometimes you read some of those feeds. We’ve all seen them, excuse me, they go on and on and on. And you can be that person going on and on and on. I don’t care. Even if you’re right, it reflects poorly on you professionally. So, remember what your job is. Be careful in the virtual world of not tarnishing your reputation and even tarnishing or damaging your brand because it can affect bottom line. What is your job? To serve more people, make more money. That’s your job. Stick to that. Be careful of these virtual things.

Just because you have a political view or even some things that are kind of, I’ll call it geographical, where you know guns are very acceptable or things like that and you put posts, just stay in the middle. You don’t have to have a lane on these things. Okay? Be there to be more well-received by the masses in your community than alienating some of those which ultimately you will.

Well, that’s all for today. Make sure you check back in two weeks, Cathy Colby will be here with some great tips and information on building your practice and your brand. I’m Dr. Randy Ross of The William David Company. Thanks so much for spending a few minutes with me today. And remember, if you’re not learning, you’re losing.

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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