358 - This Marketing Constraint is Costing You At Least $250,000

If you try to market to everyone, you're marketing to no one, right? So you got to make sure that you are solving the specificity equation of like, hey, that's me. And then the relevance question is like, yeah, that's the thing. And then the timing question, which is the time is now, right? So you've got to be able to have a market message that cuts through the noise. Hello and welcome to the Remarkable CEO Podcast. a show dedicated to chiropractors who want to transform their job into a business so that they can have a remarkable practice as part of a remarkable life, not instead of one. With your hosts, Dr. Pete Camiolo and Dr. Stephen Franson. What's up, Remarkables? Welcome to another episode of the Remarkable CEO Podcast. Chiropractic's number one business podcast. I'm Dr. Steven Franson.

And I'm Dr. Pete Camiolo.

And guys, when it comes to chiropractic, we mean business. Which, Dr. Pete, we've got an awesome series that we are working through. Man, I'm stoked for this because I know this is something that will unlock so many chiropractors, which means so many more people getting chiropractic care, right? So we have this theory of constraints that we're working into the series is like, hey, we know that there's lots of challenges in practices, the natural state of a chiropractic practice is growth. So if you're not growing, and I mean readily and steadily, then it simply means that there's something that's interfering with that growth, right? So it's like interference only shows up in one of two things. It's either toxicity or deficiency or both, right? So sound familiar? Just like the human body. So we try to identify where is the toxicity, where is the deficiency, and we reconcile those, right? So that's the, that's the nature of being a coach, right? So we're looking for the interference in your practice and in your business. And in our parlance, we call that your constraint, right? So anything that's constraining the practice and keeping it from growing. So the theory of constraints tells us that you may have 5 or 6 or 7 problems all around your practice that you can put your finger on. There is one primary constraint. There is this one thing, this one gap, this first domino, if you will. If you would just address this one primary gap, What would happen is your practice would go to the next level, right? So, and at the next level, you can address the second gap, you know, the third priority, what have you. Or at the next level, there'll be a new devil, right? So there'll be a new primary gap, right? So Dr. Pete, in this series, you know, we're excited because we're helping doctors identify like, what is the gap? And we're gonna go through all 5 domains and say, hey, these are the things that we see the most often, right? So these are the most common gaps in the practices. We're gonna go through attraction, or marketing, we're gonna go through conversion or sales, we're gonna go through delivery or retention, we're gonna go through collect— excuse me, team building, we're gonna go through collections or finance, all 5 domains. We're gonna identify like, what do we see most commonly? What is the primary gap? What is the primary constraint in the practice? And exactly what they should do to reconcile that. Man, let's take the 500,000 patients that our coaching clients are taking care of, let's take that to a million. Human beings getting adjusted, getting regular chiropractic care just because of this series.

When you said the word unlock, I felt like I was supposed to double-click on it. Dr. Steven and I, before we record all the episodes, number one, we always pray, but even before that, we always just— we just jam. We just jam. And it's— sometimes it's for 20 minutes, sometimes it's 15, sometimes an hour. We just did an hour, so we got a lot. We got a lot that we're gonna share with you guys here today, and But when you said the word unlock, I felt a shift in my spirit and what I felt like. So when we teach table talk to doctors who are doing, you're doing table talk in your office, one of the things we say, and I learned this from Malcolm Rudd, I love this line. He says, when you're sitting the patient up to teach them the dirty dozen and you're explaining to them that 3 things are gonna happen at every adjustment, the 3rd thing you're gonna have is we're gonna educate you on 1 thing you need to know. And Malcolm says, in order to unlock your full health potential, there's 12 things you need to know. And each visit we're going to teach you one of those things. And today I'm going to teach you the first one. So standing up with me, let's go to the wall. What does this say? That's a great segue to like education, like unlocking your full health potential. And I was thinking about that, the word unlocking, like this episode, these episodes, I hope it feels a lot like every time you listen to an episode, if you're a regular listener, is that we just want you to lay down on the table and get an adjustment. Do you know what I'm saying? Like, you know how it's great to be the patient every once in a while after you've delivered so many adjustments?

Like, amen.

I get to be the patient. It's like, thank you, Lord. I need some love right here. I need to be— get checked and get adjusted. This, I hope, serves like that for you. I really do. I hope that this podcast— if you're new to the podcast, welcome. I hope that the weekly podcast is like a weekly adjustment, you know what I'm saying? Like when you lay down, you get to be the patient once and for all. Like, finally I get my moment. I know I love my weekly checks and my weekly adjustments that I get as a patient. As a chiropractor, I deliver still a bunch of adjustments every week to people. It's this, I hope, does that. But I— but really what I hope is this is like the table talk at the— after the adjustment where we unlock your full health potential, your role in your health and your healing, understanding your role as the CEO of your business. And then I thought about, you know how everything is a key fob now, like your keys? You know how the key fobs have the little— those little batteries in there now, those little thin— yeah, all my cars have those batteries in there. So, you know, have you ever been out there and like it runs out of battery and you're like, oh shoot, I can't unlock the car, and I was like, how do we get into this vehicle now? I was thinking about that image of this, these episodes, what we're about to go through is like, it's literally when you, when you click your key fob and it doesn't work, you're like, what, what's going on? Like, what can we do? In the back of my mind now, I know keep extra, those batteries extra on hand because you gotta be able to change that thing quick. 'Cause otherwise you're not getting anywhere. So this episode is gonna be that for you. We are gonna get that little round battery and thin battery. We're gonna slide 'em in. To your key fob so you can unlock your vehicle. I truly believe, Dr. Eric Janowitz, this is that moment. It's like you've been clicking it, it's been working, it's been okay. No, no, no. This is the priority. This is like the one thing, like if the battery doesn't work, that key fob doesn't work. If the key fob doesn't work, you can't get in the car. If you can't get in the car, you ain't going nowhere. It's not doing you, serving you any good. And some of us, when you think about your practice, it's a vehicle. Each one of these domains, like having 5 cars in the driveway, like for them to work optimally. We talked about the domino that once this one goes, it affects the rest. This is that we're, we want to identify what's the one thing. There's a lot of things, but what's the one domino that if we could affect this, that thing goes, it affects everything else. And today we're gonna focus in on your marketing or your attraction domain. And I, I, I expect that this series that we're doing right now, Dr. Steven, is gonna be that little thin battery that you put in, and some of them are hard to get the— I was thinking about my wife's car, the little Audi, you know, she drives. I can't get the stinking thing off sometimes. I'm like, who are you? Like, who, who built this thing? But you get those little fingers in there, you open it up, you put the battery in, you slide the thing, it locks in, and then you click it and it's like it works again. You're like, thank you, Lord. That's what this series is going to be for you. And today we're gonna, we're gonna lean into attraction. The thing I want to say is It's the primary constraint. So this is the first domino, and we talked about this on our last episode, but your job as a CEO is not to do more, but it's to identify and remove constraints. So as you're listening today, wherever you find yourself, some of you are in launch, build, scale, some of you moving towards exit, wherever you're at in the 4 seasons, as the CEO, Chief Energy Officer, energy, identifying where do we need to allocate energy into a constraint. And what is yours? We're going to, we're going to say what we believe it is. Most chiropractors are trying to spread their energy across 10 different areas and they're not solving any. And we want to help you get locked in and focused in this quarter and moving forward to what is the one thing.

So Dr. Pete, as always, man, I appreciate you teeing me up beautifully, right? Because I'm sticking with your car metaphor here with the key fob and the battery and such. And next thing you know, oh man, if I don't have an extra battery, I'm screwed. I can't get in my car. I'm at the mall. You know, it was like my night is ruined. I got to call AAA. See, this is a perfect example of a coaching moment. Okay, so what does a coach do? A coach helps you see around corners, right? So what's a really good coach is a tour guide, not a travel agent, right? So the tour guide who's been there, done that, been locked out of my car, key fob doesn't work. Oh, rats. What have you. Here's what a good coach does. He tells you, do you know that there is a key in your key fob? So that little hook on the end of the key fob, you can actually pull on that and it'll pull out a little key. There's a key inside of your key fob. And if you pick up the driver's side handle and look underneath there, there's a little keyhole that you can stick that key in and get into your vehicle just for that purpose. So what a great coach will do is help you say, it's like, bro, you're not stuck on the side of the road. You don't have to call 911 or AAA. I got I got you, bro.

Right?

So, there's a, there's a little car tip for those of you who are like, really, Franzen? Yeah. Grab your key fob right now. There's a secret little key in there. And there's, look underneath your driver's side handle. There's a hole there that most people don't know is there. See, that's just good coaching right there, Dr. Pete. And that just tees us up perfectly for this series, right? Because it is that one thing, knowing that one thing that will change your evening, right? That'll change your experience, right? So it'll unlock. You for the next level. And that's exactly what this series is all about. Today we're going to be talking about marketing, right? So we're going to talk about attraction. We're talking about lead generation. It is the first of 5 domains. And we're not saying that this is your primary constraint. We're saying that if this is your primary constraint, this is what you need to focus on. You might say, man, Franzen, as you go through those 5 domains, you know, I've got— I get problems in all 5 of those domains, right? So I've got constraints all over all 5 of those. Well, we all know the expression, you can't chase two rabbits, never mind five, right? So it's like you've got to focus on what is the one thing I need to be focusing on right now. And you can attack that rabbit five ways, but don't try to chase five rabbits, right? So let's have this conversation, Dr. Pete, if I could. I'm going to riff a little bit here and just talk about like this whole arc of attraction. And then what we can do is we can just double back and unpack each part of it. Because what I want people to see is like, if I've got a primary constraint in marketing, it doesn't help us just to say, well, here's all you got to do is see more new patients. That doesn't help anybody. So it's like, yeah, well, market more. That doesn't help anybody. Well, spend more on marketing. Okay, we're getting warmer, but that doesn't help anybody, right? So we want to, we want to help people. So ultimately, guys, this is not about information. It's about transformation. So we're going to ask you, Get out your pens, get out your papers, get out your iPad. This is about note-taking, right? So we're about to lay it down right here and you're going to hear a stepwise approach to like, how can I increase my lead generation? Because that's what this is all about.

Hey, Doc.

Stephen Franson here. If you're like me, you know that we're in the business of saving lives. And when business is good, everybody wins. That's the good news. But here's the bad news. Most chiropractors don't own a business of at all. They own a job. It's a job they love, but it's a job. And far too often, it feels like that job owns them. Is this true for you? Do you own a business or a job? Have you built and do you run your practice on brute force? Does it rely fully on your time, your effort, a pound of your flesh? Are you responsible for all growth, for all new patient generation? How about new patient conversions? Is it all up to you? How about patient care and delivery? Are you a sole practitioner, an owner-operator who owns the practice but is also the only one that is head down and bum up taking care of all the patients? Is revenue generation or collections all up to you? Let me ask you the most telling question. Doc, what would happen if you took 90 days off? What breaks? In my experience, most on-purpose chiropractors do not lay awake at night worrying about their practice. They worry about their business. Let's slay that dragon. The Remarkable CEO program has helped hundreds of chiropractors just like you turn the job that they love into the business that they've always wanted. Are you ready to run and build your practice on leverage instead of brute force? Do you want to create the scalability and durability that will allow you to make a a bigger impact and a bigger income? What would it mean to grow your practice, increase your productivity and your profitability? Do you want to get your time freedom back? Are you ready to turn your pirate ship into a battleship? If this sounds like you, then the Remarkable CEO Program is for you. Just last year, 53 of our Remarkable clients received the 7 Figure Club Award, meaning they hit the million-dollar mark for the first time or their next million-dollar level. Be it $2 million, $3 million, $10 million, up to $36 million and growing. Now, Doc, is it crazy to imagine that your practice could be next? Click the link below and learn how to apply for the next cohort of the Remarkable CEO Program. We look forward to working closely with you in creating the business that supports your remarkable life, not competes with it. Let's go all the way back, right? So it's always wise to look at what is the problem behind the problem behind the problem, right? So what's the question behind the question behind the question, right? So if we go all the way back, when it comes to marketing, if lead generation is your primary constraint right now, start with your purpose. Like, what is your purpose? Are you clear on it, right? So what is your purpose? That's your why, right? Then it's your mission. Like, how do you walk out your purpose? And serve your why, right? That's your mission. And then there's your vision, which is what does success look like to you? If you serve your purpose and walk out your mission, what does success look like to you? What is the difference that you've made in the world? Now, I'm not going to sit here and project on you what those things should be, but start there.

All right?

You want to have clarity there because your purpose and your mission and your vision will inform the rest of this exercise. That will drive your marketing. Let your purpose and your mission and your vision inform the rest of what I'm gonna say to you, right? So once we're clear on that, what we're gonna look at is we're gonna look at, well, based on that, like I see the vision of what success looks like in my mind. All right, so now let's answer the questions like, what problems do you love to solve? What problems are you great at solving? Who do you love to solve them for? Who do you love to serve? And how do you love to solve them? In other words, what's your process look like, right? So now what you're doing is you're starting to identify like, what is your offering, right? So it's like, now I have been more clarity on that, right? So now I know who I'm speaking to, right? So I know what problems do I love to solve? Who do I love to solve them for? And how do I love to solve them? That's going to start to— you're going to start to picture people that you care for and types of problems and what kind of lifestyles lead to those problems, right? So whether you're talking about CrossFit athletes or geriatrics or moms who have a hard time getting pregnant or women who just delivered babies, it's like literally like, who do you love to take care of? What problems do you love to solve? Now you start to identify what's called your ICP or ideal client profile. So if you know what your ideal client profile is, who do you love to serve? Those are the people that you're going to want to attract. Right? So remember, this is called attraction. The problem with chiropractic is that we have a product that everybody wants, which is better health experiences and better health outcomes. We have a healthcare product, the chiropractic adjustment, that everyone needs for everything all the time, right? So if you try to market to everyone, you're marketing to no one, right? So you got to make sure that you are solving the specificity equation of like, hey, that's me. And then the relevance question is like, yeah, that's the thing. And then the timing question, which is the time is now, right? So you've got to be able to have a market message that cuts through the noise. Dr. Pete, you know, you've got to have a market message that cuts through the noise. So a person says, hey, that's me they're talking about. Hey, that's the thing I'm trying to get rid of or I'm trying to get. And hey, the time is now. I can't procrastinate anymore, which is why we need to be ubiquitous and be on all the platforms all the time. So now I have my ICP or my ICPs, the type of person, the avatar, the muse, the person I love to care for. That shapes my market message. So now I can speak specifically, bring relevance and timing into my market message. So now I'm cutting through the noise. So that market message is gonna compel the right people to come into your funnel and repel the wrong people and keep them outta your funnel, right? So, and what's your funnel? It's a process. It's a nurturing process of communications that builds know, like, and trust. So you're providing information that makes a person feel like, I know you, I like you, I trust you, because we do business with people that we know, like, and trust. So you're now intentional about putting out materials, putting out content, doing content marketing, doing direct communications where video sales letters, like videos, everything is communicated to this person that, man, you're talking to me. That's the thing. And the time is now. I'm speaking directly to you. So, I'm becoming more effective with my marketing message. So, now, as I'm compelling the right people into my funnel and I'm intentionally nurturing them down the funnel and I'm building know, like, and trust, and I'm getting them to a point where they are ready to have a conversation about their health and make a decision about their health and convert, That's called their readiness. I'm intentionally increasing their readiness, right? All of this is very deliberate, Dr. Pete, right? And this is a process because I'm on purpose and I have such a compelling vision and I am absolutely on mission. I treat this as such. I have a system and a process that I follow. I market like lives depend on it because it does. They do, right? And looking at this process, I'm like, okay, so The big idea here is I want to get a handle on this very important metric, LTV/CAC ratio. What is the lifetime value of a patient compared to the cost to acquire that patient? So in this conversation, we're talking about attraction or marketing and lead generation. So it's the CAC, the cost to acquire a customer, C-A-C. The CAC is this conversation. What does it cost me to acquire a customer? So that CAC is a really important number because your lifetime value has got to be much greater than the cost to acquire a customer if you want to be a profitable business. So how— the big idea is we want to increase our lifetime value and decrease our cost to acquire that customer. So this conversation is all about decreasing. How do I decrease the cost to acquire a customer? And it's all about attracting the right person, increasing know, like, and trust, increasing the level of readiness. So by the time you ask them, are you ready to move forward with your care, the answer is obvious. Shut up and take my money. Yes, I am in. I have found my doctor. I have found the place. I have found the solution. I have found the answer.

I knew you were going to riff, but I didn't know you were going to take us up and bring us all the way back down. I mean, I think everybody as they're listening, as I'm listening to this, And here's the thing, you might be listening to Dr. Steven and be like, yeah, I did this exercise before. I heard this before. That's the— this is the caution. This is the patient that I've been adjusted before. I heard you say this before. 3 legs of the stool. Got it. Whatever. And you're like, no, you're not. You're not getting it. Like, you're not hearing me. And this is that moment for all of us listening. Cause I know there's a lot of smart, talented people listening to this. People that have heard this before and I'm hopeful that you heard it in a new way today as Dr. Stephen, when you were going through that, 'cause I certainly did. There was a couple things that stood out to me. One was the phrase cuts through the noise. It's a super noisy marketplace, as you know. And when you talk about cutting through the noise, it's like, what is the thing that is going to cut through the noise? And you talked about the clarity of the message in the market and that consistently— think about a blade that's just a saw that's just cranking, cuts through the wood, right? It's like, man, you gotta be spinning fast and it's gotta be— and you've gotta hold that thing, that wood. If you're doing like a table saw, you gotta slide that thing through. If you don't hold that thing down and press with a good pressure, man, thing kicks back. Like you've got to commit to this. And there's a level of commitment to, The shape of your message has to be shaped right and compelling the right and repelling the wrong. Like some of us, that's just, that feels harsh, that's polarizing. And it ha— you have to be, you have to be like all the great marketers that I've studied and know, and the people that have been successful. Even if I look at my own self in times I've been successful and then times where I feel like it wasn't as successful in marketing, it's just that what you said, it cuts through the noise. And you spoke right into my lesson. Like, man, you just a dagger right in there. But that's not enough. It's the consistency of that because the funnel, the whole idea of funnel is the nurture, which is speaking into the readiness. So you have two big things. One was cutting through the noise. So it's that message that you're able to speak and speak over and over again like a saw just spinning ready for that wood to come in. And then the second thing is, to build it so that it's constant, so that the readiness factor, which is where the impatience come in, some of us are so impatient. Well, we've gotta stick with it, stick with it. And when that person is ready, that ICP, that ideal person, when they're ready, that's me, that's the thing. And now is the time, the whole now is the time piece. That's the thing we've gotta nail. That's me. And then now is the time. It's the now is the time. Are you in it long enough? Are you sticking with it? Where it's finally gonna hit where that person who, they're ready and they boom, they jump on it. That's why you have to have a process for this. And it's not enough just to wing it. It's not enough to hope and pray. It's not enough just to try one thing and then it didn't work. And then no, you have to stick with things. You gotta test it, retest it, you know, A/B test and do it again and do it again. And just guys, this is the maturity of it. And then the last thing you said, which is the most important, is you've got to measure it. We're not guessing because we're stressing, but we're measuring. So we're knowing even if we're pulling the plug on something, we're just not going to do it anymore. At least I know. But I base it on data. I base it on information that I, I calculated. And if I want to lower that CAC, I want to increase my LTV. But like you said, we're focusing on the lowering the CAC, lowering the cost to acquire customer. This is basically saying I'm gonna pay attention to what's working, what's not working. I'm gonna stop doing things that aren't working. I'm gonna put more into what is working. It's reallocation of that investment of time, energy, focus, and money. 'Cause you got those 4 limited resources that you're gonna put towards marketing, internal, external, and digital. And reevaluating that and putting more into it. I'll give an example. I was talking to a CEO this week and he said, we have 90 fishbowls out. I'm gonna say it again to make sure everybody on the other side heard this. I'm gonna tap my mic, make sure you got me. 90 fishbowls. Some of you are like, I got 2 or 3 in my marketplace. 9-0 to get lunch talks as an external marketing strategy. You guys feel that? To get the number of new patients from the external marketing function 90. That's like, that'll blow most of your mind. You're like, sheez, we don't even have any, or we used to have them. We need to go check on ours right now, actually. Dr. Pete, thanks for the reminder.

Do we still have those? 90.

And, and so what is that? That's saying, no, these are, this is a strategy that we've, we love to do.

It works.

And we're gonna pour gasoline and light it. 90. So we can get 100, 150 new people, leads, opportunities, conversions going through our journey just from external marketing. Because that's the— that is a— that is an area we love and we win at, and it's worth the investment. Does that make sense, guys? It's like, that's when you test it and you're like, this is what we do and we want to do, we want to do more of this, we're going to go after this. That's what it looks like to invest back. That's how you lower your CAC, because you know what's working. We tested it in the marketplace and this works, whether it's internal, external, digital. That's how you apply it.

Yeah, Dr. Pete, you've got really 3 choices here, right, when it comes to marketing and lead generation. First choice is just keep doing what you're doing if you don't have data, right? So you're just guessing, which means you're stressing. And when you're operating from that place, what you're doing is you are, you're spraying and praying, right? So you just, you're just blasting out. You're like, oh, I'm going to spend this much money on a digital ad, or I've got an agency I've hired and I'm going to do this much on ad spend. And I'm just, I'm going to $3,000, $4,000, $5,000 a month. And it's just month after month. And then you're frustrated. You're resenting the process, the agency, the money that you're losing, and you're just going to keep doing that. It's going to stress you out, right? So Or the second is, is like you've just done enough of that. So you just shut down. You're like, I'm going to stop doing that. I'm just not going to do it. Right? So because you just were like, well, we did it for 3 months or 5 months or 8 months and we just kept spraying and praying and we just had no idea what we were measuring. Like we had no idea, like, which— how do we measure this? What should we be measuring? How can we influence what we're measuring? So you just have such a knowledge gap here that you just like, you know what, I'm not going to do it. So you now you stop marketing. Right? So, which, you know, is— seems like a better solution than just keep spraying and praying and losing money, right? Or the third option, which is close this knowledge gap, build the skill, understand— it's like, this is a science, guys. It's not guessing, right? So this is a science, is understanding what needs to be measured, what matters, how to influence what is being measured, right? And then once you figure out what what's dialed in, like, what does that mean? If it's like, what should my LTV/CAC ratio be like? What's a— what is a good outcome? What's a good result? Like, once you understand these concepts, then you push more money in because now, you know, you're like, well, man, that's this— that thing right now is an ATM machine. I'm putting $1 in, I'm getting $9 back, right? So you, you just push in all your chips in and you are marketing now with much more— you're bold, you're ambitious. And you're not stressed out because you have the data and it's just telling you what's performing and what's not performing. That's where you grow your practice. This is where you grow your impact. This is where you grow your income. This is where as business owners we see outsized returns because we understand how to measure the return on our invested capital. We know exactly what we need to be doing in marketing. This is the place that we want to bring chiropractors to the place where it's like, man, I've closed my knowledge gap. I've built the skills. I understand the metrics. I've become data-driven. And now I'm more ambitious and more aggressive and more bold in my outreach, and I'm serving more people. Dr. Pete, hey, we know the truth. What the world needs now is chiropractic, and what chiropractic needs right now is more successful chiropractors. If this is your number one primary constraint, if you just slay this dragon, if you just tap this first domino, you're going to see your practice gets pulled to the next level. You can't chase 2 rabbits, never mind 5, Dr. Pete. Focus on that one. Slay that dragon. Pull your practice forward.

Please stick around for more business insights from this week's bonus interview with our remarkable success partner dedicated to helping you more successfully help more people. Enjoy.

All right, TRP crew, I'm Dr. Rachel Hovey here, and I have the privilege of interviewing Dr. Kendall Price here. So Dr. Kendall Price is with Elevate Media, and we have been a privilege of you guys over the past couple of months. And like probably many of us CEOs listening to this, we have been flooded with different marketing agencies and all the digital stuff that we can do. So I would love to hear more about what you guys do and just about your company in general.

Yeah, well, thanks, Doc. I, I think that The biggest sort of differentiating point between Elevate and a lot of companies out there, it's kind of— I mean, besides the sort of nuts and bolts sort of things that we do, it's the approach that we take in that I don't want to be a marketing, digital marketing vendor for you. I want to be a growth partner with a practice to actually help them grow because I understand what it's like to run a TRP practice. Understand how the systems and philosophies work. And so doing that, we can now plug into running paid ad strategies, we can plug into helping with Dinner with the Doc stuff, we can help plug into, you know, health talks and SEO and AEO and making sure you show up in your local presence. So we understand what it is like to run a practice. I mean, I ran a 6-figure-a-month practice before I sold it, and, you know, and before I took over doing what I'm doing now. And so I understand what it— what is required. And I think that one of the things that really makes the differentiator is just communication, making sure that we're staying on top of talking with our clients on a week-in-and-week-out basis to understand how the market is shifting to help clients get the best results.

For sure. And especially in this digital world where it is changing so quickly on all the things. Again, speaking for myself and experience, so we, we've used some other digital companies in the past and all were fine. But one of my favorite things, I feel like what you guys do is you really listen to us. And you, I think being a chiropractor, understand how we all feel like we have the most unique practices, right? But we do want our ads to feel like they're ours and not just like copy paste. And then you get targeted the person 20 miles down the road. That's the same ad, right? So maybe speak to on how you guys feel you're able to connect with the client on that level and what you do like above and beyond, because I do feel like you do.

Yeah. So, I mean, I think the first thing is understanding who a practice is and understanding, like, are we the type of practice where it's like, look, I love slaying subluxations and that's all I want to do. Or like, I'm decomp and soft wave and chiro and all of these things, like understanding what it is that you are trying to accomplish and then tailoring solutions to actually work. Because we've worked with practices who do all of those things and we know what works And so like, it's sometimes the difference of like, okay, here's my brand, here's straight marketing, what we know is going to work, and then taking those two things and blending them together to get the result where it's, yes, we're getting the results, but we're also keeping on the brand of where we need to be as, as a business. And I think that is something that not a lot of agencies, they only focus on this, but the middle ground is where, where that really focuses. And so our approach is tailored that way where, you know, we sit and we look before we ever start running an ad, we go in and you look at the market demographics in your area. Because, you know, someone who wants— I mean, I know that you guys are— you guys do a lot of peds and prenatal and those sort of things. That makes sense in a suburb where there's lots of families. That doesn't make sense if you're right outside of a— or you're living in an area where it's nothing but elderly people. It's like those two things don't match. And so being able to, to like, okay, I understand, here's what we need to— how we need to focus the strategy. Beyond that, you know, I think that one of the other biggest differentiators besides what I already mentioned would be in communication with our team, because you meet with us weekly or biweekly, is we have a call center that is trained on how to move patients into practices. That's not just someone calling and saying, yeah, I saw you submitted your information, let's get you scheduled. It's building emotional connection, finding out what's going on with them, You know, what makes— what's their motivating factor? And then positioning them. So it's, it's the trust-building process. And so I always look at Elevate— we're a marketing system for digital, and there's a lot of pieces, just like when we do our day ones or our day twos, or how we see people from R1 through R4. What are we doing to be able to get patients in the door? And if you don't have a system for that, even when it comes to digital, you're already behind the game because it, it, there are multiple steps along the way. Mhm.

Well, and conversion always starts from trust. Retention, all, every, it starts from trust, right? And if you guys can build that from the beginning with the ads, with the new patients, the calling in, and having that like TRP, like groundwork, that makes a huge difference for us with that conversion down the road. It's all, it's, that's 100% about it, right?

Yeah. And you know, so I, when we get on with new clients, I, I sit down and I go through and I explain to them that like, look, if a patient sees your ad at a 1 they're not going from— and they walk into your door at a 10, they're not going from 1 to 10 with a 30-second ad. That's where we need to build resources in the middle for our booking and landing pages to like, this is where we build intention, this is where we build trust. This is how we get people to answer the sort of questions of who are you?

What do you do?

Why should I see you? What do you stand for? What do other people say about you? Because when we have those, Now when we get into text messages and calls and emails and the things that we do to bring patients in the door, it all works together as a system to get that person to the 10 to walk through your door.

So one thing I do love about you guys too is when we have our 1-to-1 calls, you come in, you're like, let's switch this up, let's change this, let's put money here, let's, you know, and as a CEO, obviously a big thing when you're investing into this is like, what kind of ROI do I get? So how do you guys determine that and how are you constantly changing it? And what do clients like maybe can expect when you guys have ROI and new patient recognition, that type of thing.

Yeah, I mean, so number one, how we're looking at things and trying to drive the decision is, is like you hired us as a fractional CMO in your practice to be able to say on a digital perspective what's working, what's not, to be able to look at this and say, well, hey, we had great numbers come in from this ad and this one not so much. This— we're going to turn this off. We need to create more content like this. Because that's what's bringing people through your doors. And, you know, one of the things that we do that's a little bit different is we aren't optimizing for cost per lead, we're optimizing for cost per show. Those numbers are important for us, but here's the thing: if an ad— if you've got 2 ads running and one, one has 10 people that opted in and the other has 5, but all 5 of these showed and none of these showed, this ad is better than this one. And so most marketing agencies are going to say, let's ramp this, and I'm saying, let's ramp this. And so that, that plays into the overall picture, and we send that back, that information back to Facebook to say, this is what we want. And so that helps. And so, so I run these numbers about every 90 days. Our average client is going to see about a 4x return on their investment. And I mean, we've got some that are doing 15 X, great. Obviously they're doing a lot of things really well. Great markets, great marketing, great everything there. Some markets just aren't like that, you know. I, I always say like some of the markets in Phoenix or like Little Rock, Arkansas, like it's crazy how like I would have died to have the sort of numbers in practice that they do. But some markets are just a little bit tougher. And so, but yeah, that's, I mean, our expectation, like I'm not really happy if someone isn't there, like, and that's what I'm striving to make sure that we can do. And then, you know, and then when we sit and we look at our ROI and our investment dollars to be able to say, okay, where do we put more money to be able to optimize this? It needs to be strategic and systemized to do so.

Absolutely. Cool. And as you look at the world of technology and everything advancing very fast with all the AI, all that kind of stuff, where do you guys seeing with the profession going forward in the future that you're working on to keeping you guys staying relevant and fresh?

This is a great question. It's funny, I actually was just on a call yesterday with one of my mentors and business coaches, and we're talking a lot about what's happening in the SEO, AEO, you know, answer engine optimization. So being found in ChatGPT and Grok and Perplexity and all of these things and how One of the things that I am seeing so prevalently in our profession especially is the sort of cookie-cutter websites that, you know, people are paying $200 a month for these companies that, that you don't own your website, you don't own the content, you don't own any of it, you can't optimize it properly. And it's a big problem because when they go in and make changes to websites, all of it's the same. And what's really detrimental about this is a lot of times that information can't be indexed because it's copywritten by the company. And so that's one of the things that we're seeing a lot of in how do we help patients to be able to make sure that when someone is looking for a, a non-branded search, meaning someone is searching for chiropractor near me Minneapolis, are you showing up for those things and where are you showing up? And so And the other, you know, kind of where the puck is going is about 5 to 15% of the US population right now is using things like ChatGPT or, or any sort of AI engine to search for things. Are you showing up there? And so we've, we've really honed in a really specific process to be able to do that that really focuses on improving Google Business Profile and optimizing that for engagement and authority. We obviously doing the things on a website to be able to fix that. And then the third thing which nobody is doing is we write syndicated press releases that go out to news, TV, radio stations every single month that consistently drive the authority signals for Google that say this is a really high authority website, we should continue to rank them higher. And what's cool about this is like, it's like I got— I was actually looking at one. We had an office that started with us. She's a pregnancy and prenatal office in the St. Louis area, and she went from not ranking for anything within like 90 days to where she's on the top page for like 50 out of the, you know, 95 keywords that, that she wanted to rank for. And so it's just cool when you can see that and you're like, okay, here's where you were, here's where you are. And she's like, that's insane. But it's just building the strategy. And so AI, if you're not staying consistent and you want to be able to be found, Google has changed their algorithm so much that it's really, really, really important to do that. And, you know, we've got some other things that are kind of— that we're toying around with around AI avatars and things like that that are hopefully— I'm going to say by end of the year, we can, you know, we can start being able to launch to clients. But AI is here to stay and it may take over the world at some point. But for right now, we should all be using it as a tool to get better results. It's not going to replace us, but it can help us to be more effective and more efficient.

And exactly like Dr. Kendall said, if you're not using something digital right now, you're behind. But there's no better time to start now and just set up an interview, learn what you can do, see what you guys can offer. So, Dr. Kendall, how can our listeners hear some more about you guys and even get in contact with you guys too? I know you're at immersions all the time too, so that's a great place to— with you. But even on top of that, Yeah.

So I mean, the best way is goelevatemarketing.com. So just goelevatemarketing.com. Obviously you can go to the success partner page on TRP's website and you can get in touch with us that way. You can always shoot me an email at DrKendall@goelevatemarketing.com. Yeah, those are the best ways to get in touch with us to, to be able to start a conversation because the world of digital is changing and if you're not changing with it, you're probably already behind.

Amen. We'll end on that. Well, thank you, Dr. Kendall. Let's see you guys later, Dr. Eric Janowitz.

Thanks, guys.

Thanks for listening to this episode of the Remarkable CEO Podcast. Remember, what the world needs now is chiropractic, and what chiropractic needs now is more successful chiropractors. If you like this podcast, please subscribe, share with a friend, and leave us a review for you. And if you'd like to connect with us personally, direct message us on Facebook, LinkedIn, or Instagram. Now go and be remarkable!