DC On Fire | Podcast for Chiropractors

Here is what I cover in this episode, why you need to listen- and how you will benefit. If your practice burned to the ground overnight, do you have a plan?  What would your headspace be like? What if your marriage ended right around the same time your practice went up in smoke? This is exactly what went down with Dr Estima - listen in and learn how she overcame...like a phoenix rising from the ashes! - Dr Paul Groulx Links Dr Stephanie's Website. If you are ever in TO, call and see if you can drop by the clinic.  You will absolutely learn what it means to brand your clinic and create an experience for your clients. Archangel. Her partner Giovani's brainchild.  

I learned this years ago - did it...it worked...and then forgot all about it. Sound familiar? Being generous in your clinic's neighbourhood and NOT being a jackass can payoff handsomely.   DISCLAIMER:  This isn't a technique.  It's a way of living that people can just sense in you.  It makes you attractive.   

Point #1.  You've got your first goodwill video going.  Awesome.  Now what?  You have to move them from slightly warmer traffic to warm, to red hot to entering in their information knowing full well you are going to contact them (that is a HOT lead). Point #2.  Reverse engineer all the different micro-decisions they make from the moment they have a symptom, to standing in your office with their credit card in their hand. Understand that each micro-agreement is a psychological state.  Create videos/content to match some of these psychological states and help move them along the temperature gradient.  This is CRITICAL! Point #3.  Use this opportunity (content creation) to polarize your audience - repel those who are not a good fit and attract those who are. Point #4.  The two most important emotions you need to cultivate as you bring a prospect along the continuum are....TRUST and CURIOSITY.

In this miniCAST – I am talking about the one method I have instituted across the board that has all but eliminated new patients booking an appointment to just…not show up. It is a waste of energy because it’s demoralizing.  A waste of time and a waste of revenue. BONUS CONTENT:  I recorded a call with a prospect who entered his name, email and phone number in a form from a Facebook Ad.  I called him immediately (as I always do) to build a little rapport, book the appointment and take a deposit. In this particular case,He was intending to book an appointment for two weeks into the future.Remember that adding time to the sales cycle kills deals. Listen in to hear how I turned that around and got him booked for the next day. Click HERE to get the BONUS Content

Chiropractic is hard enough to market well.  Dr Shawn Dill has a marketing challenge that is harder than most. Let's break it down. We live in an allopathic world...but we have a vitalistic product. Okay...same for most of us. His clinics are Cash only...in the face of a public that make insurance premium payments and are fully expecting to be able to use their "entitlements".  This is a growing subset of practice styles across the USA. Now....wait for it....his clinics are STRICTLY upper cervical.  Occiput, C1, C2 - that's it. How do you master the messaging for that combination?! That is a serious marketing/messaging challenge.  Listen-in and learn from a guy who has managed to master and replicate the process.  Great stuff.  

Chris is quick to tell you that he is not a Chiropractor...but he understands Chiropractic better than a lot of us. Twenty years....that's how long he has been helping Chiropractors spread the message, grow their practice and....make more dough.  :)  He's passionate, he's raw, a man's man and hard not to like. Super glad to have him on the show. I invited him because out of all the other marketers peddling their wares to us - he is the ONLY one who shares in my frustration and sees the DIS-service we do to ourselves when we market ourselves the way most of us do.  Like DOUCHE-BAGS. He thinks like me...and that makes him a GENIUS!  :) Listen in - while I extract a useable campaign from him -  that he details right here on the show. Listen, learn, profit.  Or not...and miss out.

This episode was SUPPOSED to be all about Dinner with the Doc - out of curiosity, I asked Dr Rob about his upcoming webinar.  He started describing what it was about.... I was mesmerized. Learn how Dr Rob has transformed his practice from something that was totally dependent on him, his personality, his adjusting style, his charisma...to a business that can operate and even grow without having to "be there" all the time. All while staying true to his calling, keeping a focus on serving his team his community and most importantly...his family. BONUS CONTENT:  We eventually got around to talk about his way of filling up Dinner with the Doc - without attracting "freebie-dinner-seekers".  You can download that conversation as a bonus at www.dconfire.com

Marketing With No Deception and No Discounts with Dr Chad Woolner and ChiroFunnel Secrets Here is what I cover in this episode, why you need to listen- and how you will benefit. Dr Chad recalls how early in practice he joined a large coaching organization but found it to be mostly irrelevant as it created many awkward conversations and was just inauthentic. One blessing that came from four years of pain and constantly being on the verge of bankruptcy is that it forced him to innovate and try new things. Dr Woolner credits Dr. Scott Fletcher for teaching him what he considers to be a "million dollar phrase" and helped completely transform his practice. Dr Chad reveals what he believes to be the #1 thing patients fear the most and how to address that fear. Why discounting services makes new patient acquisition more difficult despite the initial appearance of being a "gold-mine" when marketing online and offline. The number one goal of a chiropractor is to build a following - this is the underpinning of how Dr Woolner created ChiroFunnel Secrets.  

How to download "the Principle" into  our patients without talking ourselves and our patients...to DEATH! I surveyed my patients asking them "why do you keep coming back to see me?" - I didn't like the answer.  I thought my Dr's Report was a "conversion" report.  I was aught that it was designed to "convert" patients from their way of viewing health to our way.  After the survey I quickly realized that it was more accurately called the "Everything you need to get started" report.   They were never "converted".  But 'conversion' is absolutely critical for the benefit of the patient as well as the health of your practice... I use two methods.   1. I still deploy a Doctor's Report except I only do it once per month and it is delivered to the patient after they have accepted care.   This is a totally different experience than how I used the report to "get" them "converted". 2.  Email marketing.  Sending messages to patients with video and other forms of content that is a mix of "patient-centered" material and "me-centered" material.   The ratio to use is 1:3.        

People often ask me why I take on as many projects as I do.  Two Podcasts, a full time practice, mentoring docs, a wonderful wife and 2 kids. This is why.

Dr Nicole Lindsey is an expert at creating rapport with medical doctors in her community so that she becomes an obvious choice for Chiropractic referrals.  In January, she launched "Dominate Chiromarketing" to help her colleagues reproduce the same results. Learn how Chiropractic can be positioned as a "solution" - not a "problem", for the MD. I was surprised to learn how eager many physicians are to meet us and why they don't refer. Dr Lindsey has 4 strategies to create these relationships and she breaks down one her favourites on this interview.

The difference in mindset of a prospect on Google and Facebook and why you MUST know the difference.  Why direct response marketing is not (usually) the right thing to do on Facebook and what happens when you do it wrong (which is most of the time). How to change public perception on Chiropractic. How "Done for You" Facebook marketing companies are deepening the scarcity mindset in Chiropractors.      

Here is what I cover in this episode, why you need to listen- and how you will benefit. What is the "Mere-Exposure Effect" and this will always have a better ROI than a pure transactional direct response style online sales.  The vast majority of Chiropractors use the latter. How direct response CAN wreck your reputation and rob you of ever having any long term success on social media. Learn my "Secret Sauce" and how I use the "Mere Exposure Effect"

Using a Tech Ca to do your pre-consultation and consultation is widely taught to be time and money saving.  Learn why this is a MYTH and doing that actually costs you time and money…big time. The educated consumer is not always someone who is ready to buy. A buyer needs both a logical and an emotional reason to buy.  Listen-in to learn how to make this happen predictably and ETHICALLY. The importance of rapport and why it is the key to unlocking a deeper connection to you as their “problem solver”.  3 Steps to gain rapport.  Every. Single. Time. How to handle a patient who denies any kind of trauma, no car accidents, no slips and falls, no sports injuries.  Clinically it is obvious that the dysfunction goes well beyond the stated “2-3 weeks” What “time-lining” means and how it helps uncover hidden sources of trauma – plus some great examples of how to do it.  The key to an easy Report of Findings is ___________. What the “Echo Move” is and why you have to learn it. The 3 questions that allow a patient reveal their deeper desire. Access to a bonus audio training HERE.

Here is what I cover in this episode, why you need to listen- and how you will benefit. In this episode I discuss why I no longer let a Tech CA do the pre consultation for a new patient exam. The three levels of desire a patient has when they come to see you; Level One:  The problem they _______ willing to tell you. Level Two: The problem they _______ willing to tell you?. Level Three: The problem they are ________ to tell you. Being able to extract at least the first two levels of desire radically increased how easy it is to have a successful Day 2 and boost retention. If all you get is level one, you can still be successful but it is very superficial and your level of connection risks being equally superficial. _______ is the key to being able to extract the second and third level of problem/desire.   http://www.dconfire.com/the-three-levels-of-desire-in-every-new-patient-you-never-considered-and-why-its-critical-that-you-do/

Why my last new patient was willing to drive 25min (without traffic) when the office space next to him was the closest Chiropractor.   [HINT] He wasn't a referral. http://www.dconfire.com/psa    

The simple in-office procedure you can implement TODAY that will help you gather the intel needed to make killer new patient getting videos. Two reasons "Shares" are the most important engagement you can get for your Facebook content. Not one of the new patients saw the _____________ in the video. What the "Chiropractic douche-bag offer" is and how it hurts you. What your prospects may find more powerful than inducement. Also:  A recent mentoring client was crestfallen after 42 new patients said no.  It turns out her in-office procedures were pretty good but it was the quality of her new patients that was poor.  Hear the effect it had on her and her team. The new currency in marketing today is __________.  The way you develop this is through ____________ and _____________. Proof that a "holistic" approach is ESSENTIAL when marketing online. What your most important online asset is BAR-NONE.  (HINT:  it isn't your website). The first FOUR conversions you need to WIN with a video-ad...before your prospect even engage with you. http://www.dconfire.com/

  Here is what I cover in this episode, why you need to listen- and how you will benefit. You know it, I know it...when it comes to online marketing, "There's GOLD in them there hills". But is seems so complicated and only a select few seem to make it work.  The dream of new patient automation is real. I recently ran a campaign that actually worked.  I stumbled upon it by accident.  The video was never meant to attract new patients, I actually made it for my patients. In this episode I break down the details of how I did it.   HINT:  All you need is a smart phone and a Facebook account. No email sequence, no complicated funnels and software to use.   Seriously.  Total equipment required...Facebook account.  Smart phone.  That's it. Listen in, execute what you learn, grow your practice.

3 Awesome changes to my practice when I joined a coaching group. 1 Rotten change to my practice when I joined a coaching group. Why I used to be able to rely almost completely on referrals and which procedure I implemented that completely destroyed that. The in-house marketing event that pulled 20-25 new patients every time…until it didn’t (and why it stopped working). How I was able to get patients who have been with me for years, to trust me again and start referring.

This episode is about MONEY. "Five Metrics You've Gotta Know To Make Your Practice Grow".... Here's what I cover and why you need to listen. I reveal the 4 practice metrics I used to review quarterly – then I got busy, fat and lazy…stopped reviewing and watched my Chiropractic practice numbers slowly decline. Recently I included a new metric I had never considered – and it was an eye opener. Which of the five metrics is the most important and why. The overlooked pitfall in using the wrong data from your office management software. Downloads include two spreadsheets.  The first is the workbook I use to calculate my income reports and the second is the spreadsheet I use to prepare and present financials to patients at the D2 ROF.