068 - Internal Marketing Done Right with Dr. Chris Grier

Our staff says, hey, is this for you or your whole family? And you're knowing that most of the time it's not for their whole family right there. But that's a seed. And so a lot of these processes are seeds. So we'll. We've talk in marketing about farming and hunting. In order to reap a crop from farming, you have to plant seeds. And that's what the process is all about. And there definitely will be processes where you go for the. The kill.

You.

You hunt as well. But that's the start of a seed.

Hello and welcome to Build you'd Remarkable Practice podcast. This podcast is dedicated to chiropractors who are in the seasons of launching and building their practice. Join myself, Dr. Lona and my co host, Dr. Bobby, as we have conversations each week as it relates to building the practice of your dreams. And remember, you can have a remarkable practice as part of a remarkable life, not instead of one. We are here to lead you on the way.

All right, welcome back to the Build you'd Remarkable podcast. I am here actually in Orlando, Florida. We are here for an immersion. I'm sitting. If you're on YouTube, you can see I'm sitting next to Dr. Chris Career. And we are actually going on take two of recording an awesome podcast for you guys on internal marketing because it was so good the first time that I maybe didn't hit record.

It was a great test run, though.

Yeah, it was. And he has grace for me because, you know, we need to laugh at these things.

That's right.

We do.

Yeah. So we came together this right before we get ready for all of you that are coming into Orlando this weekend, we're doing the conversion retention seminar, which is going to be awesome.

It is.

Yeah. It's so robust. Yeah. So if you haven't made it to that in the future, next year when we have it, get your entire team down here and sharpen up your internal systems for. For sure. That's something that you can't get enough laps around the track with your entire team.

Absolutely. Whole team. Such a big. Such a big gain when you come to these.

Yes. So we are going to talk about internal marketing, and this is one of those things that I think many of us pride ourselves on having internal referrals, but whether or not we're actually systematized around it and truly leveraging how many ways that we can become systemized around bringing in new patients from our already existing patients is a whole nother can of worms. So, Chris, why don't you start us off and just how you start to think about internal marketing.

Yeah, you know, scorecards. As you're working into building your team and making sure everybody has their unique sets of accountabilities and knowing what they're responsible for. One of the things we all need to be responsible for on some level is internal marketing. We need to tell the story. We need to constantly be looking within our practice to see who else we can attract into our practice, because they're right there. They're right under our noses every day of our practice. So it's one of the most rich sources of attraction out there. And like Dr. Lona said, sometimes it's, it's easy to just go, oh yeah, like people refer to us and only rest on organic referrals. But really there are three types of internal referrals, one of which is organic. Then we have to make sure that we're doing some campaigns. So those are the bigger, you know, you have bring a buddy to your adjustment day or week things like your anniversary weeks, anything you do around the holidays, those are going to be campaigns. But the things that happen day in and day out that need to be really systematized are the system or process driven internal referrals.

Yep. So I know that was something for me that I, I think coming into trp, you know, I would have said, oh yeah, we're like a, a referral based practice. And, and that was great. There was nothing wrong with that. That was a good thing. However, to start scaling, this is where I realized not only do I need to really double down on how much we could leverage internal referrals because obviously those are usually our easiest patients to convert. They're the best patients generally. Not always always, but a lot of times because they're being referred in from already awesome patients who are telling them about what the practice is already like. So just the whole process becomes a lighter lift. But I hadn't really thought about where other than maybe at reavels. That was something where, you know, if on our reavel form, I think we had written, you know, who else do you know that needs chiropractic? So that.

Right.

That was great. But there's a lot of other ways that you can systematize asking for referrals. So maybe throw out a few ideas for us.

Sure. And let me just say one thing based on what you said there. They're usually the best because they already have breaking down one of the hardest broken down one of the hardest things to walk through your front door, which is trust. Because somebody they trust has referred them in. So by proxy, they trust you already. And so no like. And trust is what you have to break down. They don't know you yet. They're not sure if they like you yet. But the hardest one is trust. And they've already got that taken care of. So on the topic of like, what do we do to make our processes lead to more referrals? It starts even as, as early as that first phone call. So in our process, in the first phone call, somebody calls and says, yes, I'd like to make an appointment. And after we say, when's the last time you saw the doctor? We'll, we'll say, is this. Well, they say they haven't, so they're a new patient. And then they say, our staff says, hey, is this for you or your whole family? And you're knowing that most of the time it's not for their whole family right there. But that's a seed. And so a lot of these processes are seeds. So we'll, we've talk in marketing about farming and hunting. In order to reap a crop from farming, you have to plant seeds. And that's what the process is all about. And there definitely will be processes where you go for the, the kill. You, you hunt as well. But that's the start of a seed. And then really throughout our day one, day two, day three, processes, and day four, if you include all the way through the new patient orientation, there are dozens of opportunities to plant seeds throughout. So when you do ultimately make the ask for the new patient referral, people are used to it. It seems normal for them. Like, oh yeah, there is this person that I've been thinking about.

I love that and I love the easy conversation too about marketing. Just looking at it. Is this a hunting activity? Is this a farming activity? And I dare say that I think, and maybe this is me being this. You can see which way the pendulum has swung for me. But we are excellent farmers. Maybe not as excellent hunters in the way that I've built our practices, but we are continually just planting seeds all over the community and those have really come to fruition for us.

Yeah, it's so important, especially for those of us that, you know, don't practice in megalopolises like you and I. Yeah, it, we have to farm so that we have that trust within the community and so that our community understands that that's part of, of what we do, is that we are on a mission, that we want to help the community. And part of their job is to refer others to Us.

Yeah. You know, and when you're thinking about, okay, maybe I could, I could do more in setting up process driven referrals in my practice. Like let's say you already know that. All right. I'm organically creating 15 new patients from referrals because I've been tracking that per month. But wouldn't it be great to have another 10amonth that you're just cultivating through, whether it's, you know, what, what Dr. Chris said there of like having your staff trained to ask a leading question that plants a seed or I know for us, on day three, we give them kind of a care card that they can pass on to one of their friends, families that gives them a reduced exam for that friend or family that's a huge one for our practice because it's us specifically inviting them to invite someone else into the practice. And one thing I used to do wrong. So don't do this. Is that I waited too long. Like I thought people had to be well immersed in care before they were going to refer. Like already experiencing all the benefits. But when are people most excited about care is truly in the beginning because it's like, oh my gosh, this is new. They're saying new things. That doctor listened to me. Trust is being built. I need to tell more people about it while it's fresh. So just keep that in mind if you're making the mistake. I did, I didn't ask early enough and I had to get that, you know, course corrected in my own mind that we could ask earlier. Whether that's in asking them to invite someone in or even asking for a testimonial or review, those can come earlier many times than what we think that may, may be good.

Yeah, for sure. I think it, it's the idea. I mean, both is, is the ideal.

Right?

Right. But if we think about when you would refer somebody to a great restaurant that you just went to for the first time and you had a wow experience, you're going to refer them right away, you're going to leave the restaurant, maybe that night, you're going to call a friend or your spouse or whatever. Whoa, you can't believe where we just went. It's a similar thing when we do day one and day two correctly. Then they're having this, these aha moments, these wow experiences and that's a great rich time for them to refer.

Yes, definitely.

Hey, Remarkables. Dr. Steven Fransen here. Are you ready to take your practice systems to the next level? Grow your practice, increase your profits. Would you like to have your team immersed in a high energy, inspiring environment where they're trained and and skilled up in the complete TRP system. I've got great news. It's that time of year again. It's time for the remarkable conversion and retention immersion. June 27th and 28th in Sydney, Australia. In this comprehensive training on the complete remarkable practice building system, we cover everything. Day 1234, Week 1234, Month 1234, Year 1, 2, 3, 4 and beyond. Patient conversion and retention. We cover the entire system. What would it feel like to see more of your new patients eagerly starting care and then happily following your recommendations for care? They stay under care because they want chiropractic care. At this powerful and inspiring two day event, you and your team will discover exactly what is working today in the conversion process. New patients, starting care and staying under care, building your practice volume and your revenue. Learn the most cutting edge communications that drive more conversions, unbelievable retention and incredible referral. This is the best bang for your buck in training all year. Register your team@theremarkablepractice.com or find the link in the show notes below. Join us for a jam packed two full days of intensive training for chiropractic teams that want to grow their practice and increase their profit. June 27th and 28th in beautiful Sydney, Australia.

Another mistake I made that TRP really helped me on is as I was scaling, I needed to realize that not only did I need to teach my other chiropractors how to ask for referrals, but I had to realize that it's okay to realize that having not a dominant referral based practice anymore. Once we started having 2, 3, 4, 5 chiropractors all trying to see more people, it was like now we need external, internal and digital, all farming and hunting together. Because sometimes you don't know what the tipping point is for someone. Someone needs two touch points. Someone else needs 200 touch points of seeing your brand. Right. So just keep that in mind too.

Yep. And when other people tell other people about you and then they see you externally, somehow or digitally, it all accumulates. And I think too with, you know, sometimes even when we do our initial processes. Right. So I'm saying this because some of you might be watching this and you're like, man, I've just started this thing of asking people for new patients in their first two, three, four days and it hasn't borne much fruit yet. Sometimes it takes a while for that too. The person can be in your office super happy, you know, doing great with care, maybe been there A while. And at the same time, they have people at home that they would like to get in.

Right.

They just aren't quite. They don't remember the mechanism or they have. They haven't been asked recently. And this actually happened in my practice here recently. There's a woman we're. We care for named Whitney. And she had, you know, been in for a year, year and a half, maybe even two by that point. But on a particular visit, she was talking with me about her son who we did not see at that point, who had been having some concussions. And it was a really sad story. The first concussion was from sports, but then the additional concussions, and at this point he had been diagnosed with 10 of them were from bullying at school because he wasn't able to be in the sports and all that. Just a tragic story. He was having migraines. He was really struggling at school because of the issues that came from this. And we actually were doing an internal workshop, so. Workshop on concussion. So Whitney saw that, it triggered her to think, oh, my gosh, I've never asked about concussion and could that help here? And, you know, we thought that she was a well educated patient, but she. The internal campaign that we were doing drove her to ask the question. And then when she asked the question, that was when I had the opportunity to go hunting right there. Because I wasn't about to let Caleb, this is the boy's name, I wasn't about to let Caleb not get checked after I heard that story. And, you know, I said to her, I said, whitney, you know, we've had great results with people, especially kids with concussions, athletes and otherwise. And, you know, it sounds like this is really impacting Caleb's life. Is this the right time to get him checked? Because we would love to do that. And that was the trigger for her to, you know, and then I help her up to the front desk. We get him scheduled right then and there. It's all part of the process. That's a process driven referral there. And then he came in. Well, this was actually two years ago. First year. After the first year, he was doing great. You know, he was back to most of his school activities, was only having one migraine a month, and he had been having them every two days. It was terrible. And then fast forward another year. He just came in, I guess four weeks ago, because we just saw him again yesterday. But four weeks ago he came in and Whitney was like, tell, tell him. Tell him what? What's going on? He looked at me and he smiled and he goes, I'm back on the baseball field. He hadn't played for two seasons. And I said, oh, that's, that's great. And then he said, but there's more. He said, I thought I was going to be really rusty, but my sinker's nastier than ever. So I just love these things. He's 12 years old.

Yeah.

Love to love, love it when kids are passionate about something. And there are a lot of kids that I think there's the moral of it. There are a lot of kids, there are a lot of people, a lot of people that are influenced by our practice members that are right under your nose. They just need to have that trigger to know how to refer and to be able to do it right then.

And there and to know how chiropractic fits in. That's why doing those internal workshops and where, you know that mom is thinking, what helps my child from concussion? Not necessarily putting together the connection between chiropractic subluxation and concussion. Right, right. And that's probably our biggest hurdle for most of us is we've got so much influence, so much trust build out. But the true aha. Of knowing that this that's going on with said family member actually could be influenced by chiropractic addressing the subluxation.

Yes.

Is the part that we don't have market share on that yet. And so that is the work to be done. And that's why we're always promoting, always, you know, whether it's internal, external, digitally trying to draw more bridges in so that people can get the benefits of chiropractic that they just don't know, maybe apply to them.

Yes. Yep. That obscurity that we have, you know, kind of makes some sense out in the public, but just know that it's also a factor in the office because of those things. They don't know that this condition or that condition or this set of traumas or whatnot might be something that chiropractic can help with. Keep having the processes to regularly talk with people about it. And that's what sets up the process driven side of your internal attraction.

Right. And why you always looking to like how many ways can we say something, how many times and repetitions can we show it, tell it, demonstrate it? Because so much of it think about how many repetitions we've had to get to our level of understanding, you know, a connected nervous system and how it influences the outcomes. You know, it's just, it's simple, but it doesn't mean it's. Well Understood. Right, Right.

And timing is a big deal, too.

Right.

Because, you know, it needs to. They have to say this. Oh, that sounds like me. They. They also have to get to the point where they say, this is the time to do it.

Right.

And oftentimes the first two, three, ten times they've heard something, it wasn't the right time for whatever reason in life. So we have to stay with it. And that can be.

And that can be personally.

Right. It can be like, you just have to wait for that seed to grow. You have to wait for it to grow.

My story I always share with my team is there's a gentleman named Mike that's come into our practice for probably a decade, maybe more now at this point. And he would come in faithfully, and his wife would sit in the car, and she'd sit in the car, and she'd sit in the car, and she'd sit in the car. And Mike would tell me, oh, I've got to go to this doctor's appointment for Mary. And he'd tell me about what was going on with Mary. And I'd say, mike, bring Mary in. And Mike would be like, yeah, I'll try. Right. And right. Five years later, one day, Mary comes in with Mike. Right. But I had probably invited Mary to come in 20 different times through Mike at that point. But it's the seed that just needed to have the right amount of gestation period to, like, get there.

Yeah, that's right. And if you wouldn't have kept asking, right, then what happens? And if I wouldn't have had that conversation with Whitney, then what happens to Caleb? That's really the thing that I want to drive home, I guess. And thank you for having me on, too. You guys bring so much value in this podcast. So thank you to the listeners. Just know this is one of the best, if not the best podcast in the entire profession, so it's an honor to be on. But the. The point is, like, if you don't do those things, then what happens to the person that doesn't get to have your care? And at least, you know, think about the Caleb story there. If Caleb does not come into my office to get the care that allowed him to fully recover, then what? Because they were already going down the medical route and it was not leading to better outcomes. And we all know that that's way too typical. Way too often that's the case. So what happens if you don't do it ought to be one of the motivators. There's such huge value in you doing it. Even though it might not seem that the first, fifth, tenth, or twentieth time you've said something, it's doing anything, it is. Keep after it so that you can see those Calebs that are right under your nose also.

So good. So good. Thank you for that story. That's. And that, you know, that's a powerful story for anyone in your practice, like your team, to really put those things together in their mind, too. Because, you know, you see a child like that get his life back.

Yes.

Right. And then that reminds you how many kids out there don't know. I don't have a mom like Caleb that could find those answers. And so that's just again, motivating to do your external marketing to make sure you're actually sharing these stories. Because it isn't just about growing a practice. Right. It's truly like all of us that know what we know take care of our families and our lives differently and. And sometimes I don't think we truly can and take. We take that for granted. Right.

Yeah. Yeah. We can forget how great it is to live the chiropractic lifestyle and to trust your body. Yes, for sure.

Well, thank you, Dr. Chris.

You're welcome, Dr. Lona. Thanks for having me on. Yeah.

And people can find you on Instagram, right?

Yep.

Big Instagrammer.

Yeah. Yeah. Yep. Either at Dr. Do Greer or at TRP Coach Chris.

Yes. Perfect. All right, Till next time.

All right, thanks.

Hey, everyone, please listen in for this next bonus interview of one of our remarkable success partners. They all help us help more people find the benefits of chiropractic. So listen on.

What'S up Remarkables? This is coach Dr. Sebastian today interviewing one of my favorites, Dr. Tabor Smith with spinal hygiene movement. If your reconversion percentage is struggling, meaning that they're ending the first care plan and then you're having trouble converting them to their next care plan. This segment is for you because we have a great tool that I use to fix my reconversion percentage. So, Dr. Table, welcome, brother. Good to see you.

Thank you.

We all know you. We see you in the immersions. You know, your message is so clear, so clean and powerful because you help us really drive engagement with our patients, and that obviously drives compliance results. And then that fixes. So how does. How does spinal hygiene fixes my reconversion percentage?

Yes. Thanks for asking that question. The simple quick answer is through engagement and education, prepping that person for that upcoming, you know, R4, that upcoming RE exam where we're going to convert them into wellness and I'll just tell 10 years ago, I was terrible at reconversions. And the reason was my patients would get to the end of their initial corrective care plan. I actually had a couple patients say this, and this is what got me on a path to correct. This was they looked at me and they said, oh man, my last visit is tomorrow. I'm going to sure miss this place. And I thought, oh my God, you don't know. We offer wellness. Like, how am I going to have any kind of conversion rate when I'm throwing wellness at them on the last visit? And they had no idea that they were going to be converted. So I mean, step one and TRP really helped me with this was to make sure in my initial, like we convert to retain. So now, you know, in our day two, I'm telling them their corrective care plan and then I'm talking about converting to wellness even on, on day two. But then we started our Better Results Faster workshop, which helped tremendously because we're, you know, we're talking about wellness, we're talking about lifetime spinal care. And in our Better Results Faster workshop, now we present our spinal hygiene kits. This is the home care for patients. So just telling them on day two, just doing a Better Results Faster workshop increased our resign conversions. But when we added the spinal hygiene kit and then getting them engaged in learning the actual, you know, Dr. Fransen always says we got to convert believers to understanders when, when patients really understand how to take care of their spine and, and the why behind taking care of their spine and nervous system, which we give them on that Better Results Faster workshop. And then we, we continue to educate and give them through checking in on their spinal hygiene, making sure that they're taking care of their spine and nervous system. We say it takes 21 days to build a habit on helping them build one of the best habits that they'll ever have in their life and that's taking care of that spine. And then we say it takes 90 days to make it a lifestyle. And so I'm staying with them, I'm doing the table talk, I'm making sure they're doing their home care. And then we're creating a lifestyle. Now when they get to that end and they're ready for that re sign, man, they're in a whole different mind space, ready to see what I got for them next.

Awesome, man. Listen, not only I use it, I use them in my, in my offices. I love it. I love that it comes with a booklet that explains everything. So that saves Me a lot of time. I just did like some YouTube videos that I put on my YouTube channel to just support the booklet. But honestly.

Perfect.

The booklet is amazing. It's really, is really good. Plus you translate into Spanish. Thank you very much.

Yes, you're welcome.

That's the first thing. Second thing, you're saving me 200% than what I was paying before.

Wow.

Okay.

Yep.

And so it's more profitable. Better, more user friendly.

Better.

And, and yes, my, my R4 stick rate, it was 29%. And even though we were using a homeker kit, it was difficult. It was a difficult one to use.

Right.

This one is much simpler, more user friendly. So of course accountability drives engagement and that mixed with education, it really helps a lot to fix that. Reconversion percentage. Absolutely.

Anything else you want, I would love to share. You know, that in itself will fix conversion percentage. We're just now trying out something new in a lot of the offices that are implementing spinal hygiene and it's taken it even to another level on engagement, and that is at their Better Results Faster workshop. When we go through their home care kit and we show them how to use it, we get them signed up for what we call a 21 day spinal hygiene challenge. And it is. And I tell them, you know, you're going to get one email a day from us for 21 days encouraging you and reminding you to do your home care so that we can help you create this great habit of taking care of your spinal nervous system. And you know, they don't open every email, but, but a lot of them do. I mean, they've just given me three, four thousand dollars. Like they're invested. They want to get the best results possible. It's the reason why they came to the Better Results Faster workshop. And now they're engaged even beyond that, every day getting information from U.S. offices that have implemented that. So they're getting great feedback. People are coming in saying they're doing more of their spinal hygiene exercises. Anytime you can get that type of engagement, it really helps. And so people can always go to our website, spinal hygiene products.com and get our products. But I did a special training on that 21 day spinal hygiene challenge to show doctors how to start implementing that. And if they go to spinal hygiene workshop.com they can see how we do that. Awesome.

By the way, our, our CAS loved the certification program they got. They felt like empowered and like, I don't know, they just really, really enjoyed it, really liked it. So that's another thing, guys. If you're Watching Doc, a great value to add to your team. That certification program of the spinal hygiene.

Movement, I appreciate you bringing that up. And they can see that program is done through Life University or in conjunction and support with Life University. You can go to spinalhygieneproducts.com and search in the menu, you'll see a certification program. And that is an actual 12 hour program. So we put a lot of work into that. We only do it a couple times a year. And then the students, it could be cas, it could be doctors. The people who graduate from that program, they're. They get sent a really cool little certificate from Life University and they're certified spinal hygienists, which is really cool for them to say in the office, get a little bit of that, you know, respect and authority that they deserve.

Awesome, man. Any final thoughts?

No, man, I just appreciate you letting me share the message. We're growing, we're trying to get out there. You know, I really believe that dentistry, the reason why they're the second largest healthcare profession in the world, is because they worked really hard to get inside every single household. And they, they taught families to take care of their teeth, which is important. But they did such a good job of teaching families to take care of their teeth that now parents do the job for them. Parents will tell their kids to take care of teeth, show them how to take care of the teeth, take them to the dentist. And if we can just put in the work right now to get into households, teach people to take care of their spine and nervous system, then parents can then do the job for us from there on. But we got to put in the work.

Love it. I love the vision. I saw the vision, man. I see it.

Thank you.

Absolutely. Tabor, I love you, man. I'm so proud of you. It's been a lot of years working with you, seeing you push, man, and tell you, keep pushing, bro. Keep the vision alive. Because it's not your vision, it's God's vision through you.

Amen to that.

I love you, brother. I appreciate you and I hope to see you soon.

Thank you so much.

Thanks for listening to this episode of Build you'd remarkable practice podcast. Remember, what the world needs now is chiropractic. And what chiropractic needs now is more successful chiropractors. If you like the podcast, please subscribe, share with your friends and leave us a review. And if you'd like to connect with us personally, please click the links in the show notes to schedule a call.