The Ultimate Decompression Marketing Blueprint - How we built to $100k Months and Beyond

$100K months, the ultimate decompression marketing blueprint. Now, before we talk about what works in decompression marketing, we got to talk about what doesn't work. And here's some, like, key reasons why decompression marketing will fail. The first one Is this the wrong message to the wrong audience? In other words, you're trying to go too broad. If you're looking for decompression patients who are— and by the way, if there's 30 million back pain sufferers per year, then, you know, only a fraction of those are actually disc patients. So if you have a very broad message, then you will unlikely— be unlikely to attract those patients specific To decompression. The leads are unqualified and unmotivated. This is typically a pre-education issue. So if they're unqualified, in other words, they, they don't have the condition or they don't have the means to invest in their health or they don't have the desire, that would be an unqualified and unmotivated patient. Next, there's no system to nurture, convert, and follow up with leads. These systems that can be automated are really, really essential so that they're working in the background, you know, while you are working or sleeping or whatever you're doing. So you want these automated systems ongoing so that again, we can nurture, convert, and follow up. Next, if you're trying to compete on price and not value, This is— this will be a challenge, right? So our whole goal at Specialized Practice is, well, we want to be the best at decompression, but we want you to be the positional expert in your community. When you reach that status, you are now competing on value. In other words, hey, we're not going to be the cheapest. We are going to be the best. So if you are looking for the best, Doctor to solve your disc problem. We are it. Now, some doctors worry. Oh, there's you know other doctors in my community. They're offering decompression and they're doing you know twenty nine dollar like these these crazy offers. That should not be a concern, right? In my experience, this is just anecdotally probably about eighty percent of doctors who. are, they have a decompression table, they don't really know what they're doing. You know, they don't have proven protocols. They're not, from a clinical standpoint, a true expert. They don't have great marketing and they don't have great systems and staff. So, when you, and that's why they typically fail, right? So, if you try to compete with them on price, it's a race to the bottom. So, we don't want to do that. Next, the doctor does not build long-term authority and credibility in their community. So, this is a positioning issue, and we'll talk about how to do that. But if that's not part of your goal in terms of growing your decompression practice and getting to $100K months, then you are missing out. And I'll talk about why in a second with this next item, which is 3%. Now, what does 3% mean at any given time? And this is, you know, this is data across all types of markets, you know, whether they're neuropathy sufferers or, you know, back pain patients, or they're, you know, what, again, whether they're looking for some other type of solution, about 3% are what they call problem aware and solution aware, and they are ready to take action now. So the reason why a lot of the Facebook marketing companies, a lot of times, you know, they'll start— it'll start off strong, but then it will tank. The reason why is they're just targeting that 3%. Now, what makes up the rest of the other 97%? There's about 37% of your what's called your total addressable market, your TAM, that are problem aware, but they're not yet solution aware. They are in research mode. And so, if you ignore those people, and we'll talk about how to address them, but if you ignore those people, you're ignoring a massive part of the market, right? And then, so, if you add that up, 37% and 3%, so, that's about 40% of your market that you should be going after. The rest, the 60%, they're definitely not solution-aware. They're not even problem-aware. They may have the problem or it's starting to come on. So, they're having minor symptoms, et cetera. But they're not problem aware. In other words, they don't know that they have a disc issue. So because they don't know that they have a disc issue, they're not researching, you know, how to solve a disc issue naturally, non-surgically, drug-free. So that's really key in the marketing approach, is to get long-term consistent results. How do we not only reach the 3% but also reach the 37%? So we have 6 pillars of the dominant decompression marketing plan, and here they are. And we'll obviously go into greater detail on each one. Number 1, high-intent lead generation, typically through Google and YouTube search. 2, interruptive demand generation, which is Facebook and Instagram and YouTube in-stream. Internal marketing and reactivation systems. Organic authority content through social platforms and YouTube, trust-building assets and automation, and then traditional platforms which cover saturation and lead generation. So let's go ahead and dive in. Pillar number 1, high-intent lead generation. So this is going to be typically Google and YouTube. So for instance, on Google, this is intent-based. In other words, people are going on Google, they have the problem, They're not solution aware, so they are researching. So they're in research mode and— oh, there, perfect. Thank you, Katie. So they are problem aware, but they're now searching for the solution. So you want to be where they are searching for. And obviously, you know, Google is the largest search engine on the planet. So we want to be there with our advertising and drive them to our funnel. Next, YouTube Discovery Ads. So you can do YouTube ads, right, where it can be tied to the search content. So in other words, if someone is searching on YouTube, which— so YouTube is the number 2 search engine on the planet, and people use YouTube just like they use Google. A lot of people would rather watch a video than read. And so They use YouTube to get information about their condition. Of course, we want to have landing pages or a funnel. You can use, you know, discovery days, which is like $49. That's your consult, exam, report of findings, MRI review. Maybe you do a trial treatment or a first treatment. Other options are a quiz funnel where you bring them to your funnel. You're going to ask them several questions so that you can prequalify them. And then a VSL funnel. So, we've kind of combined this whole thing into one. So, they go to our landing page and we make an offer, $49, $59, whatever the number is. And they— and that first landing page also has a lot of information about decompression. Like, we want typically a doctor to have a video on there that is an introductory video. And then once they put in their information to register for like a back pain voucher to come in, then they hit the survey or the quiz. And so I think it's like 7 questions. So, you know, have you been diagnosed with a disc condition? How long has it been going on for? What's the severity? You know, what else have you tried? All these types of questions. And it's designed obviously to Um, filter out the people that are not good fits. Uh, then they go to a scheduling page where they can schedule an appointment, and then they can pay for the appointment. And then at the end, they have our VSL, or a VSL is a video sales letter. Um, this is our patient webinar so that we can then pre-educate the patient prior to coming in. Um, so those lead filters, pre-screening forms, we want to qualify patients. So that's pillar number 1. High-intent lead generation. And again, that's going to be targeting that 3% as well and the 37%, because they're in— some are in research mode, some are ready to get started. Pillar 2 is what's called interruptive demand generation. So this will be your Facebook and Instagram. And again, if you're just doing Facebook and Instagram, you're typically only targeting the 3%. Um, but you can use obviously video and carousel ads. Uh, you know, we're targeting chronic neck and back pain, uh, video ads. Uh, now, still image ads work as well. Um, video ads typically tend to work better. We'd like to get the doctor on camera, or at least doing a voiceover showing, uh, video of either patients getting treated on the table and the laser and the shockwave. While they narrate. So if they're not comfortable being in front of camera, you can do that, do voiceover, and then we edit it all together. So that works well. YouTube in-stream. So these are going to be pattern interrupts, and this is typically at the beginning of a YouTube video. If you're, you know, if you spend any time on YouTube, you know, you know that, hey, usually when you start a video, you'll see about 15 seconds of an ad. And whoever is the host of the video can decide to not do that, but typically they do do that so that they can generate ad revenue. Then obviously creative hooks, you know, look, suffering from chronic back or neck pain? Would you like to avoid drug, you know, drugs and surgery for your chronic back pain, etc.? So you just have hooks that are specific to what the patient is dealing with. So that's pillar number 2. Pillar number 3 is going to be your internal marketing and reactivation. So, uh, first, we always want to start off with, uh, sending emails and texts to our past patient base, um, and letting them know, uh, that they— that you offer this service, especially if you're rather new to decompression. You definitely want to reach back in your past patient base and let them know about it. Then You want to continue to email your patients. I like to, you know, I would recommend once a week with good valuable content emails like Dr. Pankinen does his Did You Know series. Those are available if you want them. Those are in week 10, I believe, under UGCs. But, um, I would think of your patient base as like, You know, you just want to continue to nurture it, continue to provide value, continue to position yourself as an expert. Tell them stuff that they can't readily find on Google, and what they'll start to see you as is a trusted authority. And then every email, you just want a very soft call to action at the end, just on a PS. Hey, if this is something you're suffering from, you know, click or call today. Next, referral offers. You know, referrals are, you know, some people are very prone to referrals, some people are less prone to referrals, but it can be very unsteady. You know, sometimes it's 5, sometimes it's 10, sometimes it's none. So it's, it's a great idea to have systems in place to generate referrals. You know, in cities that are— sorry, states where you can do inducements, something that works really well is like just Amazon gift cards. We covered this, I think it was last year or the year before at the summit. But, you know, $25 gift card on Amazon for referrals. And now they need to show up. There's a whole system on how to do it. And that's in the training. But the point being is having systems to generate referrals. Um, on a consistent basis. Next, in-office scripts and displays. So when we talk about something that's automated, it doesn't necessarily need to be, um, tech, right? It could be very, very simple, like a sign. You know, I like those big pop-up signs. They're like 6 feet tall. You can get them on vistaprint.com, and you, at the top, you have just a quick headline. Hey, chronic neck or back pain, or, you know, neck or back pain won't go away, ask the doctor about spinal decompression. You could do the same thing with laser therapy. You could get mini pop-ups that can go on table, like side tables, or the, um, on the front desk. But essentially, in fact, you could pepper those all around the office in high-traffic areas. Same thing with the referral, um, like that Amazon gift card referral campaign. You can frame them and put them in high-traffic areas. They could be on walls, they could be on side tables, etc. But you— these things are then working without you having to do anything. That's really the goal there, because you just never know when someone either, you know, maybe they don't know that you offer like neuropathy treatment in addition to decompression or whatever. Maybe they don't, um, Uh, maybe they recently were told by a friend or a family member that they have some type of back pain condition. Well, unless they're kind of triggered, um, by signage in your office, they may never even think to refer. So that's why you want to have those things up and very visible. Now, obviously, you don't want to overdo it, but you can do it very strategically and professionally. Uh, also on the internal marketing front, I like to have, um, you know, Dr. Karami did a great job with this. Dr. Schaefer did a great job with this, but open houses. And I like to kind of anchor the, uh, anchor the year of marketing with a spring and a fall open house. Now you can theme these around a patient appreciation event where they would also bring friends or family members who are looking for solutions. You could also theme it around if you got a new piece of equipment, you know, if you got a new laser, shockwave, whatever, you could theme it around that. And it's really interesting because obviously these are geared towards patients and their friends. So these are patient appreciation events. I would recommend September or October to do this. So that's your fall, like Dr. Petinato's and his 2 daughters, also chiropractors. They're doing ChiroPalooza in September, and that's a month-long patient appreciation event, and it's capped with a big barbecue and all this type of stuff. So, those are really, really good to— well, for a couple of reasons. One, you know, from the patient appreciation event, I think that's great to give back. But 2, it also gives your staff something to kind of look forward to and plan around. And, you know, As long as you make it fun and do it in a professional and have a strategic plan to launch it and make it successful, then these can be kind of, like I said, anchors in your spring and your fall to generate kind of a windfall of new patients. The kind of next level up, and Dr. Schaefer just did this in the spring, Very successfully, I might add, where you do a professional open house. Now, they did both. They did a patient open house and they did a professional open house. And so, a professional open house is where you invite attorneys, MDs, dentists, PTs, podiatrists, like, you know, all the people in your community. That, you know, are in the kind of healthcare spectrum on the, obviously on the, on the provider side, and you invite them. And so on this one, you would do, you know, a nice wine and cheese, you know, put it in the evening and just give people a chance to network, to see the equipment, to see your office, to meet your staff, and, and then obviously give them a way to refer. So Dr. Schaefer did this in, I think it was May, May. And then last time I talked to them, they're still getting referrals from this. And now Dr. Schaefer, he's been in practice a long time and he's an excellent physician and he has really, really great relationships, you know, with, you know, surgeons and neurologists and all this type of stuff. And so it was a, it was a no-brainer. This may not— if you don't have like good, you know, strong relationships with the other providers in your community, this may not be a good fit. But if you do, then I think it would— it's a— it's an overlooked opportunity, something to really expand your network. So that's pillar 3, internal marketing and reactivation. Pillar 4 is your organic content strategy. Now, this is where it gets sticky, right? Because it's hard to get consistent with this. It's hard to know on the tech side how to do it. But the point with this is when you have— when you're doing paid marketing, when people see your ad, maybe, you know, in that 3%, they immediately will, you know, click and sign up. But a lot of people will research you, right? They're going to go on their social channels. They're going to go on Google. They may go on YouTube. They may go on Facebook and Instagram looking at your business pages. but they're going to research you and try to see like, okay, well, you know, who is this doctor? How many Google reviews does he have? Um, you know, what type of content does he have? And if he, if he or she goes to say your Facebook business page and it's like a ghost town, like the last, you know, post was in 2023, well, that doesn't look good, right? So what you want to do is have good quality organic content, all based around the niche that you're trying to grow. And in this case, spinal decompression. And so here are the platforms, Facebook and Instagram. They put a big emphasis on Reels, right? Reels are highly shared. People literally, you know, they'll do this at the end of the night. Like they'll just go into Reels and they'll just watch reel after reel after reel, 'cause they're all short, right? They're 30 to 60 seconds. And a lot of 'em are crazy, you know, but, Again, if you can put good quality content in a 30 to 60 second little video, then again, that will start to reach your target audience. Now, here's what's really interesting about the algorithm currently with Facebook and Instagram. Now, maybe this will change, but this is how it is operating now. It's been that way for the past year or so, is because of the rise of AI. Some people have tried to flood the algorithm with AI-generated content. And so to combat that, because Facebook is trying to provide a great user experience, to combat that, they changed the algorithm to lean towards and reward authenticity and quality of content. So in other words, if you are on camera and it's not an AI-generated thing, that is rewarded. And then if you provide good quality content, that is rewarded. So how is it rewarded? it's shown to more people that it could serve, right? And, you know, the last I had heard, Facebook and Instagram— well, Facebook owns Instagram, so it's kind of a combo deal— but they have somewhere in the neighborhood of 5,500 data points on every single user. How crazy is that, right? So, if you're on Facebook and Instagram, they know all about you. There is no privacy these days if you're on these platforms, which, you know, is unfortunate. But the point It's just reality at this, at this stage of the game. But it's good in this regard, right? Because if it hears say, oh, this is a real doctor, oh, they're talking about chronic back pain, well, it will have that information and will be able to show those reels, that content, to people that may be interested. So next, you could do short-form series. Three signs your pain, your back pain is coming from a herniated disc, uh, and, you know, sign number 1 is 1 video, sign number 2 is video number 2, etc. Um, so that is kind of cool because then it's a sequencing event. People are trained to binge-watch things, right? Amazon, they do, you know, obviously their episodes. So that can align with that. And then on YouTube, long-form content. So this is anywhere from— now when I say long-form, it's not like you don't have to do 20-minute videos. But, you know, maybe 5 to 7 minute long videos on YouTube. What I like about this is it gives you more time to go in depth, right, about your protocol, how you help patients with disc pain, what the laser does, what the decompression— these are all, these are all, you know, content ideas that you— for individual videos. You know, how does spinal decompression work? What is the anatomy of the disc? Um, that's— looks like Dr. Zalanka is joining us. Great to see him. Um, and so with YouTube, the, the beauty of YouTube is, well, twofold. One, it's, it's considered long-tail advertising. In other words, um, it will live on the YouTube channel and it's very searchable. So, and searchable in a sense from an SEO standpoint, but also when someone goes to your YouTube channel, you see a grid of videos. So you can very quickly, if you— if it's titled correctly and, and, and all that good, and the, you know, proper tags and hashtags and all that type of stuff— those are 2 different things, by the way— um, but they can very quickly see, oh, this is all this content this doctor offers. So one, there's social proof there. 2, they can quickly look at each title and see, well, which one would be interesting to me? And then they pick that one. Right? And then they watch that. Oh, that, that's, that was good content. I'm gonna, I'm gonna find another video. And they watch that, and they watch another one and another one. Pretty soon they're binging your content. They're developing a relationship with you you don't even know about. And again, if it's set up properly where they, in like, for instance, in the information on the video, a very easy way for them to reach out to you, whether it's a phone number and/or your funnel link, Now, they— when they're ready, they will reach out. That's a very good quality patient, right? Very good quality patient because they've done their research and they've made a decision to come in and see you. So, and other options on this are case of the week series. Um, that— now, that would be probably— that frequency would be too high, but maybe case of the month, where each month you're going to pick a patient and do a case study on. Um, I was talking to Dr. Pettinato yesterday. They had a fantastic case study, actually Tuesday, I think it was, but they had a fantastic case study that, um, a patient, he was like, he's like 60 or 70 years old, but he had 5 back surgeries, laminectomy, put in the hardware, took out the hardware. Guy was a mess, 9 out of 10, walking with a cane. Um, now he's down to a 4 out of 10, no cane. Wow. Right. So that's a phenomenal case study. And you guys, I know all you have cases very similar and you want to share that because when patient— when patients see, um, case studies, they're like, oh, you know, that, that's similar to me. Or wow, what a recovery. Maybe it'll work for me, right? It's social proof. Um, and when you put it into a long-form video, again, long-form, you don't have to do 30-minute videos. 5 to 7 minutes is typically just fine. But when you put it in a longer form video, now those live on forever on your YouTube channel. Patients start to research you, and that builds trust and rapport. So that's an organic content strategy. Again, very tough to do this on your own. Typically, you'll need some type of VA to help with organizing it. One thing that we're Uh, that I've been kind of noodling around as part of an add-on to our marketing services is sending out a team once a quarter to shoot all this type of stuff. Then we'll edit it and start posting it on a regular basis. So, um, that's your organic content strategy, pillar number 4. Now, pillar number 5, this is your trust and automation infrastructure. So it starts with patient testimonials, and I'd highly recommend If you're not currently getting patient testimonials, you, you need to start doing that ASAP. And I would really recommend just using your phone, right? Um, and keep your phone on you when you're in a midterm exam or a final exam. Uh, and the patient says, you know, is doing great. That's a wonderful opportunity, even if it's halfway through care. Wonderful opportunity. Hey, would you mind sharing your story? You know, we're not going to bring lights and cameras in here, just going to use my phone. Love to hear what was life like before you started care and what's life like now. Very simple. Before and after. That's what people really respond to, is transformation. That's what we're after, is what was the transformation. Okay, so, and what I like about video is you can obviously have the video and use it on all your social media channels and YouTube, et cetera. Um, but you can also take a screenshot of it, you know, of the patient. You can have, uh, put this on a, you know, kind of an 8 by 10. We talked about this wall of success in your report of findings room. So, uh, what would be great, you want to, in your wall of success, you want to start putting framed testimonials behind you, right? So when, when you're doing your ROF, patients are looking behind you and they're like, wow, all these people got, you know, these amazing results. So, So you'd have a, take a still image of the video of the patient, title it, you know, chronic back pain solved, or, you know, post-surgical, you know, pain relief, some type of title, and then transcribe their testimonial and have it written so that patients, like, if they're waiting for you, they can go up and read it. Really, really good opportunity there. Next, a decompression authority booklet. So writing an ebook these days, guys, so easy, so easy. Like, if you just go to ChatGPT You say, hey, I'm a chiropractor. I specialize in treating chronic neck and back pain. I want to write an ebook for my patients to pre-educate them. These are the tools I use. This is how long I've been in practice. This is our process. This is the protocol. Like, just give it all that information and say, hey, just write me a really informative ebook. Make it about 20 pages. And it will boom, boom, boom, boom, boom, boom, spit it out. No problem right now. You're going to want to go through and edit it, right? Make sure that everything is correct. But it'll give you kind of like the mold, the clay to mold. Like, it's kind of hard to, to create the clay. You know, it's hard to write the ebook. But ChatGPT has taken care of all of that. It'll write the whole thing. Now you're just going to mold that clay. This is really great. To be given either prior to them coming in. We like to show the webinar to patients prior to coming in, but you can also provide this, or you can give it after day 1 if you didn't get it to them prior to their first appointment. Next, this is more advanced technique, evergreen webinar funnel. We use this. What is— webinars are typically longer. Um, it can be anywhere from 60 minutes to 2 hours, a full webinar. Um, and you could do that. We do a VSL, so it's a shorter one. I think it's about 15 minutes or 20 minutes or something like that. But the point being is what you do is you drive patients to a landing page, no opt-in. It's directly to the webinar, right? So they can, they can watch it immediately. And then right below it, there is a survey and a, and a place to schedule. Very simple funnel. How to fix your disc, your herniated disc without drugs and surgery. Very, very simple. And again, you would just go through what is chronic back pain? What are the signs and symptoms so that they can start to see, oh, you know, well, what is chronic back pain and what are the conditions that cause it? And then what are the signs and symptoms? So they can start to think, oh gosh, I have sciatica too, you know, maybe I have a disc problem. And then you talk about, well, what are the typical treatments out there? Talk about chiropractic and what it does, talk about PT and what that does, talk about surgery and drugs and injections and all that type of stuff. You talk about how it's— they are not the— they're not the best solution for solving disc problems naturally, right? And then you talk about your solution. Okay, what is spinal decompression? What is laser therapy? How does it work? How does it solve these conditions long-term without drugs and surgery and no rehab? And then you can talk about insurance. Is it covered by insurance? If not— so we do all this in our patient webinar. So if you want to create one of these yourself, just go watch the patient webinar. It literally walks you through. In fact, we even have the PowerPoint. You can literally use the PowerPoint and put in your information. And that'll probably be about, you know, 20 minutes. I think that'd be, that'd be perfect. So then, so then this is, would be addressing your 37%, right? So the 3% are, you know, taken up with the search ads and the Facebook and Instagram ads. And then you would have a separate campaign going to a webinar funnel. And then finally, you want to have in your funnel what we've been doing this, and it's been working really, really well, is an AI chatbot. Right. So when, especially with that 3%, they— leads go stale so incredibly quickly. So, and if your staff is responsible for calling the leads, if they're not calling within 5 minutes, it's a good chance that you'll lose that lead. And so the beauty of the AI chatbot is now we've been training it on decompression and neuropathy and knee pain. So it knows all these frequently asked questions. It can answer all of them, right? Yeah. So someone signs up for the special offer immediately, like literally within 10 seconds, the chatbot is reaching out. Hey, hey, John, saw that you signed up for our, you know, new patient special. How long has your back pain been going on? You know, how severe is it? You know, what else have you tried? And then it will work on scheduling them. I mean, it's amazing. So that's something that you really want to have in your funnel, because what's going to happen is the more you use it, the more it learns and the better it gets. So just think of it like, you know, whatever. Think of it like your stock portfolio. The more money you put into it, the bigger it's going to grow. And the longer, you know, if you look at the S&P 500 up and to the right over time, it always goes up and to the right over time. So that's what you want to do with your chatbot. You want to continue to educate it and train it so it gets better and better over time. So it's an asset for you. So that's our trust and automation infrastructure. And then finally, traditional media. I really think that— and I like to use Dr. Pankinen as a great example here because, you know, he started with us back in 2020 and we were just doing Facebook and it was doing really well, still does well. But, you know, he also had a radio show. Then we started advertising in the newspaper. Then we started doing Google. I think we do Google for him. Then now he added a podcast. So adding a traditional platform media like newspaper, radio, or TV, it really broadens your reach. You know, not everybody's on Facebook. Some people hate Facebook. So, and they may be on Google, but maybe they don't find you. Right? But a lot of people are on TV, you know, a lot of people are listening to the radio, a lot of people still read newspapers and, and, uh, kind of magazine type of distributions. Like with Dr. DeSalvo, we're doing— it's called the Marin Independent Journal. So Facebook's really tough, and he's in Northern California, really tough. So we're not doing that, but we're gonna target this Marin— it's called the MIJ— we're targeting neuropathy patients. With this. And so really excited to see how that does, but just has a really broad reach. And you can typically target, you know, to a specific demo, like for this MIJ. Well, their demographics are older patients, right? And it's a, it's a fairly affluent readership as well. Hey, that's perfect. Um, now one interesting option these days is streaming. So talk about Hulu, Amazon Prime, Apple, like all the streaming platforms. If you watch shows on there, you will see commercials, right? So they they're like, "Well, gosh, Facebook's making a truckload of money with their advertising. Why don't we do it too?" And so we're researching this right now. Christiana, our by the way, we just we hired a new operations coordinator. Super excited about her. Her name is Christiana, and she's amazing. But she she has. Um, quite a bit of experience in this. So we're putting together a plan here to, uh, present to all you guys, uh, all our members. Um, so how you can kind of take advantage of this, because no one is doing this right now. No one in terms of like doctors specialized in decompression, uh, or knee pain or neuropathy, right? But again, this is focused on decompression. Um, but this is, you know, they'll help shoot the commercial, they'll place it on relevant content. For you. They, they have all the data. Again, they have all the data of who to show it to and, and how long it should be and all that type of stuff. So, um, so that's a really interesting thing because it's, it's super affordable relative to like, um, your kind of typical TV ads. Um, and but even there, you know, on your local, uh, affiliate networks, right? We're not doing CBS nationwide. We're doing, you know, CBS in You know, Tacoma, Washington. It's, it's a— it's much less expensive to do that, but it's still, you know, still pretty good chunk. Radio in bigger markets, pretty expensive. You know, Dr. Cassou, I think she, she invests about $5,000 a month in radio alone, and it works, you know, but it's just, it's not a small amount. Um, let's see here, couple Looks like Dr. Penkin is joining us. Good to see him. Sorry. Okay, so that is your traditional media. Now, the difference is there's 2 types of marketing. There is direct response where we want to put out an ad. We want to put $1 out and get $3 or $4 or $5 back. So in other words, we're going to put out an ad. We want them to sign up for something. That's your direct response. Brand marketing is like TV, or like Coke, where they're just gonna show pretty people with a Coke, because they just wanna stay top of mind. So as you scrape off, if you're doing a lot of marketing, as you scrape off that 3% and start to dive more into that 37% we talked about, well, now you wanna reach them and stay top of mind. And that's where the traditional platforms work really well. So this is your full asset ecosystem. This is what's gonna get you to $100K a month consistently, or add your next $100K. So you got your paid ads, you have your funnels, your organic content, your internal campaigns, and then your trust builders. And then also that, that traditional media platform kind of component of the whole thing. Bonus tactics. Talk about those case of the weeks, open houses, your webinar masterclass. Here's something I really like. I'm— I want to figure— we'll figure out kind of an SOP on this. Why I chose to offer spinal decompression. I think this could be so powerful, you know, to have on, say, your homepage of your website, on your YouTube channel, of a doctor. Hey, why did I choose to specialize in decompression? And, you know, it's very easy to— best way to do mini documentaries is you just have a list of questions. You know, again, obviously I need a videographer crew to come in and do this correctly. They'll edit it and all that good stuff. But you'd be surprised if you just have prompts, like, you'll get over your nervousness and you'll start just speaking from the heart, man, that's going to resonate with people. So that's something that's on my radar that I want to start creating for clients. And then finally, your partner, MD, and referral network, etc., NPPAs. So this is the ultimate plan, right? The most comprehensive plan. I mean, what else? I mean, if you think about it, what else? Is out there. There's not much else out there. Um, but if you want to consistently, you know, um, reach those $100K months, you need to be on multiple platforms. You need to be, um, diligent in terms of putting, putting out good quality content. Dr. Pankinen, Kyle Pankinen, um, has a podcast now, and he had one patient, he's like, I don't know, I was driving somewhere And he listened to like all 7 episodes or something. I was like, hours and hours of content. I mean, can you imagine that the quality of that patient showing up? They've already developed amazing amount of trust and rapport with you. And again, it was on autopilot. So, because the distribution platform is already there. So, that is the Ultimate Decompression Marketing Blueprint.