067- Business Development and Research with Dr. Alyson Evans of RockTape

Welcome to the Evidence Based Chiropractor, providing you with elegant and efficient research based content to help your practice prosper and succeed. Now get ready for a variety of dynamic communication tools designed for immediate growth, courtesy of your host, Dr. Jeff Langmaid. Hello and welcome to the Evidence Based Chiropractor. I AM your host, Dr. Jeff Langme. This week we are back with a fantastic episode with Dr. Allison Evans of Rock Tape. She is the head of professional development at Rocktape and we talk about her chiropractic story, how she came to be the head of professional development at Rock Tape and where Rock Tape is going in the future. So there's marketing, research, chiropractic, and certainly somebody who's making waves in our industry, all in this episode. Enjoy today. I am super pumped. I have a fantastic guest on Dr. Allison Evans. She does professional development ultimately, as we just came to know at, at Rock Tape, and I'm happy to have her on. We're going to talk about all things Rock Tape, some about her journey and story, which is unique and interesting and some of what we can expect within chiropractic to come. So thanks for coming on, Allison.

No problem. Glad to be here.

So, so, as I kind of alluded to, you wear a lot of different hats at Rock Tape. Almost all our listeners are familiar with Rock Tape and you guys are doing an awesome job educating and helping a variety of practitioners, chiropractors among them. But tell us a little bit about your role there at Rocktape.

Yeah, I came into the company five, six years ago to help them develop an education platform to provide continuing ed for medical practitioners. And we did really well with that. Took a couple years for that to really get humming along. So I do have an active role in our education platform. This year we have over 500 courses happening around the country and we have about 25 medical practitioners, about half of them chiropractors who teach for us. But I naturally always gravitate towards business development and sales opportunities in any business that I'm in. It doesn't matter if it's my own practice or a company I'm working with. So really right now I oversee our medical education and also our medical sales. So I'm basically all things medical at Rock Tape.

Right on. That's awesome. And I would say, I would say from afar, you've done a great job with education because I don't think I can go to a seminar that has anything to do with chiropractic or health and not see Rock Tape. So you guys are doing an awesome.

Job getting out there. Yeah. In the beginning, we decided just to appear a lot bigger than we were. That was sort of the strategy to just say yes to everything and support everything and get people to get to know us. But I would say we had so much success with that that we've really kept that mentality going, which has been important in our presence in the medical community.

Nice. So how's that come to be? Like, how did you first become familiar with Rock Tape? What led you to work with them? What's a little bit about your chiropractic story all combined? So how'd it come to be.

Yeah, you know, I. I graduated in 2001 and I set up shop in Colorado for my practice. And. And at the time when I started practicing full time, I was also working for a foot orthotic company doing sales and education for them. So I was setting up seminars and I was delivering a lot of seminars to other chiropractors. And, you know, I basically balanced those hats for. For quite a long time. I practiced for about seven years while working for a foot orthotic company. And then, you know, it was crazy. I mean, in between patients, I was always working on my business, my chiropractic business or the foot orthotic business. You know, it was a passion of mine. Probably that goes back to the, who knows, maybe my constitution the day I was born. But it's just something that has always driven me. So for me, you know, I was with that foot orthotic company for a really long time, and I was looking for new opportunities. And I met Rock Tape a couple months into them being in business at a convention. And I met the owner, and he was a really fun, really fun guy and had a really great background in business. And their medical Director, his name's Dr. Steve Capobianco, he's a Cairo as well. And I listened to their small talk and I thought that everything that they had to say was the beginning of a tremendous platform for sort of reshaping this industry of kinesiology, taping and movement based education. And so I kept in touch with them and then eventually reached out to them and said, hey, I'm ready to do this. And they didn't really have much going on at the time for their education. And I came in and just, you know, started swinging. That's how it's such a great story for people in our profession, because I think there's so many companies, vendors, products, organizations just like you, so many opportunities for people besides just practicing. And I say that not in a negative way at all. But for me, my passion, you know, was always something different. Even though I'm so passionate about our profession and what we do, I'm a business person through and through. It's what wakes me up in the middle of the night. So ultimately, I just ended up listening to that.

Right. Right on. I totally hear you. Because I think a lot of times, even chiropractors themselves, I always say, like other practitioners, other healthcare providers, can confuse our profession with the practice. Meaning it's like, oh, it's just about the adjustment, and it is all about highlighting the chiropractic adjustment.

But.

But as a chiropractor, that's not the only thing that we could be good at, are good at, and or are knowledgeable about. So I totally agree. I think the breadth and depth of what we can do is far greater often than we permit ourselves to believe. That's probably a quote somewhere. But anyhow, I think there's a lot of truth to that. And you touched on one thing that I think is very interesting, and it leads into exactly what I wanted to ask you next, which is Rock Tape. Kind of started strictly as a tape company, and then it's really branched out and expanded to more of that movement model. So. And I mean, I got the Rock Blades we've talked about on the podcast before. They're awesome. There's just a lot there and a lot more to come, so you don't have to let anything out of the bag. But how do you see things unfolding as Rock Tape continues to grow and expand? And what are your thoughts there?

Yeah, so we started out as a tape company and quickly became a company that wanted to make products that helped people move. And the majority of our company is medical, so we're a medically focused company. It's a huge part of what drives Rock Tape. And I would say, really, the past few years, kind of what's happened is that every year we see all these cool products out there and we look at them and we think to ourselves, you know, could we do this better? Could we make this more fun? Could we make this, you know, better quality? Could we wrap an educational platform around this product that really shakes up the industry and delivers sort of cutting edge, you know, practical, engaging education? And that's kind of what we do year over year. So last year we did exactly that. We looked at the iastm, you know, the Instrument Assisted Soft Tissue Manipulation market, all these steel tools that were out there. And we looked at that and we said, you know, what we could really put a dent in this and we could make this more valuable, make it more affordable, can make it more fun. We can take a course and really take a different take on this. We have a really big neurosensory component. We have a lot of pain science that goes into what we teach and what we do. And we did exactly that. We smacked 75 courses on the. On the schedule the end of 2016, and it literally exploded. And so I would say the best thing I can say is each year we try to be innovative. We try to improve the products that we do make. Bring a new product into the industry, you know, put some edge around it. Rocktape's sort of known for being fun and edgy. And at the end of it, when people come to our education, I think they really learn who we are as a group.

I love the way that you frame that because it's really, you know, identifying market opportunities, which this kind of slants towards the business aspect. But I think it's important for everybody here. It's, you know, identifying the business opportunities. But really from a platform of, you know, what does the science say and where can the education. You said it perfectly. Where's the education that can be wrapped around this? So it's not just a product on a shelf, but it's something that's actually that medical personnel, chiropractor or non chiropractor, can actually utilize and practice and know what the heck they're doing, which is important and often missing, as you well know.

Yeah, we're trying to sort of. We've tried to since the beginning to really sort of shake up the continuing education world. And I think we do a good job at it. People come to our courses and they know it's going to be, you know, maybe in a gym that our instructors are going to be wearing T shirts that they're expected to be moving around the whole course. And, you know, it's just a really different feel and vibe. And it's probably the more fun aspect of the product development for me is to look at it and say, you know, kairos have to get continuing ed every year. How can we be something that they look forward to every year?

Yeah, right on. Well, and I'll speak firsthand to that because I've spoken at a few conferences where you guys have been, and the room's like, cleared out of mine and I'm like, oh, man.

So dang it, Rock Tape's here.

I gotta step up my game, so thanks.

Yeah, well, there's something to be said for a bunch of free swag when you're speaking at an event as well.

Maybe that's where I'm true. So you're super busy wearing a ton of different hats and obviously have the business mindset as well as the clinical education. What I love to touch on a little bit about you personally and really maybe just a. What's like an app or a product or a marketing strategy. What's like a tip or a hint or what's something that you rely on heavily? You can't choose like a MacBook or an iPhone. That's too easy. But what's a tool that you rely on heavily for your day to day?

Well, it's really not that sexy. But the answer is just a straight up old fashioned spreadsheet and I live in them. So with every aspect of my life, including my home life with three small kids, I have spreadsheets for everything. I keep spreadsheets for tasks that I'm doing. I keep them for, you know, sort of like to keep me in line with groups that I'm working with and leads that I'm going after. And when it comes to 500 courses a year, I can tell you that I have a spreadsheet that is literally one of my most favorite things to look at. It's all color coded but for me that is my thing and I'm a pretty organized person so I just try to give structure to and I'm a big compartmentalizer too, so I like to just take areas of my life and get them into that sort of framework. And maybe that makes me a little old school, but it is a straight up spreadsheet for me.

There's nothing wrong with that. Organization is key, especially with how many things you have going on. So right on there's tried and true. So as you've kind of grown and developed, who's been somebody that's had a big influence on you whether personally or professionally? Really?

Yeah, I would say professionally there's so many and I feel like it changes decade to decade, year over year and for me, so I always sort of reflect back to a constant. I had extremely hard working parents who whether or not I inherited it or just watched it day over day, their work ethic was, you know, to not complain, to get up and go to work and to always contribute. So I would definitely say that my mom is way up there along with my dad. As far as those influencers.

Cool. Can't go, can't go wrong there and tied into that. What's and this might go right to the work ethic or it might be different. But what's some of the best advice that you've received as you've kind of found your path within, within your career? Ultimately?

Yeah, I don't, I don't know the, I can't remember the exact quote, but it's something like, you know, the harder you work, the luckier you get, or, you know, if you work hard, the luck will find you sort of thing. So just somebody who pushes through. You know, I've asked frequently sort of what motivates me because I, I definitely in this world have, in this professional world that I live in, have been successful. And when I set out to do something, you know, I do it and I do it really well, but I work really hard. So, you know, it's one of those things. I think it's just a legitimate, you know, maybe not everybody has that, but I, I wake up in the morning and it's what I think about, you know, and I get at it and I'm just really efficient, I think with the hours in the day. I don't have, you know, somebody at home who takes care of everything. Both my husband and I work, so we got, we gotta, we gotta show up and do a good job and raise some children and run businesses and enjoy it.

So, yeah, I think it's. And I might be butchering it, but now I'm thinking. And it might be slightly different, but it's like hard work. Luck is where hard work meets opportunity. Something to that.

Yeah, something like that. You know, I always used to think that in order to be successful, you had to get a little lucky. I thought that when I was younger and then I was like, that's really not the case, you know?

No, no doubt. So what's with your. This might be a tough one with how busy you are, but what, what's kind of an invaluable resource? What's like a great book that you've read lately or like an all time favorite or a podcast? Just basically.

Am I supposed to say your podcast?

No, no, no, no. I'd prefer if you didn't because all the listeners are already listening right now.

That's so funny. You know, I mean, I could say, you know, I don't have a book right now that I'm reading, but to me, I pick up books in the airport, I travel a lot, I'm a huge TED Talk consumer. I really love public speaking and I love lecturing, even though I don't do that as much anymore. And So I watch a lot of TED Talks and I can't. I watched a TED Talk last night and I do it in the middle of the night if there's, you know, the brain not shutting down. And I watched a TED Talk that it was the happy secret to best work or the happy secret to better work, I think is what it was. Had an amazing amount of views and it essentially said that happy people are successful and not the other way around. Not successful people are happy. So it was great. I mean, I just love seeing people sharing their ideas and I. And I appreciate someone who can deliver a really great presentation. And so I have to say TED Talks, because it's a part of my week every week.

Cool. Yeah. The art of storytelling never gets old.

Never gets old. Yeah. And to me, they're always business related. Right. They're personal development or, you know, really cool ideas about business. That's what I tend to migrate to. But, you know, every now and then you're watching a TED Talk about something insanely random and. And it's good for your brain.

Yeah, no, no doubt, no doubt. So as you know, as kind of the big, big involved in the professional development at rocktape, the educational platform where as docs out there, maybe that probably not too many out there that haven't heard of Rock Tape, but I know I've talked to a few offline that actually emailed me and have said, oh, I checked out Rock Tape through the podcast early on. I love their products. For those that still are not familiar with Rock Tape, where's the easiest place to learn more about Rock Tape and learn more about what you. You are up to? What's the best way for people to connect with you and the brand?

Yeah, we're super engaged on social media, so I would honestly say Facebook and Instagram are two really great channels to connect with us. I'll get stuff sent to me through Facebook every now and again if it relates to something medical or education. Our website has an insane amount of resources on it with regards to just videos and content and that sort of stuff. And at the end of the day, they can ping us on Facebook messenger and find their way to me, no problem.

Awesome. I'll make sure. And also I'll link all of those platforms in the show notes. Allison, I really appreciate you taking the time to come on. I think it was great to be able to learn more about you, learn a little bit more about the behind the scenes at rocktape and where you guys are coming from and also where you're headed. So thanks for the great job you've been doing there. Thanks for all the education you provided probably thousands of chiropractors at this point in time and, and certainly thanks for taking the time to come on today.

Yeah, no problem. You're doing a great job. I enjoy following what's going on, so thanks very much.

You got it. Thank you.

All right.

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