Behind the Scenes: What It Actually Takes to Scale a Chiropractic Practice

So many docs massively undervalue themselves, massively undercharge, and then they complain about not getting paid enough, not being seen as a real doctor, not getting paid like a real doctor. Well, guess what? It's on you. Think bigger. Don't think, hey, $10,000 a month would be great, $15,000 a month would be great. No, think, how do I get to $500,000 a month?

Number 1 myth about online rehab programs: Oh my gosh.

Well, it needs to be in-person care. How do you help someone if you can't touch them? Well, a good assessment is a movement-based assessment and evidence-based interventions. We know exercise and education is the number one treatment for musculoskeletal pain. So if you actually know how to assess and you know how to treat, 90% of that's going to be movement-based anyway. So then it just comes down to educating someone on movement. And if you can do that, and you can get them better.

Your top recommendation for docs who want to build a bigger following online?

Oh, well, one is posting more and distribution. I consider those to be the same thing. So yeah, you got to post more, but you want to distribute more too. So if you're already making posts for Instagram, those should just automatically be going on TikTok, on YouTube, on your Facebook personal page, on your Facebook business page, distributed in email, newsletters as well. I'd say TikTok, but TikTok honestly sucks. That is not great. But do it anyway if you can automate it. So post more than distribute more and focus on value. Like the way that I built my audience so quickly is because I was posting not with the intention of making money or ever making any money online. The intention was just everything I'm learning, I'm literally going to try to fix people online who don't have to see me. Because I'm just using this to build a portfolio for my brick and mortar in the future anyway. So I was giving all the answers. And throughout school, docs were telling me in student clinic and shadowing opportunities, Grant, you're posting too much information, you're giving away the answers, you're not going to get any patients. The opposite happened. So give so much value that it's impossible for people to say no.

Your number one sales tip for chiropractors struggling getting patients to yes. Oh my gosh.

So, so similar to what I just said. Build so much value that the value you've provided is twice as much as the price that you're about to charge. A lot of docs struggle because they think— well, there's a couple of things here. One, they're like, why don't let anyone see me unless I've been paid up front? And I'm just going to do this session by session or whatever. You'd be surprised at the amount of benefit you can gain by providing a small free step prior to a paid step. So an example is discovery visit might be something docs implement. This can be a free 20-minute eval and mini treatment just to build value. Oh my gosh, they have an experience now. Maybe they were window shopping before and they were kind of holding themselves back from investing, but now they see this is what a real evaluation looks like. This is what actual treatment looks like. Now they're willing to pay you $250, $300 for a full eval. Give them an hour of your absolute best. With the right clinical interventions, right rehab interventions, you should be able to absolutely crush outcomes even in one visit. We're getting like 30 to 50% improvement on the first visit for our average client. They're like, oh my gosh, I already feel this much better. Like, how is this possible? And now you get to say, hey, if you got 50% improvement in one visit, where do you think you're going to be at the end of a 3-month program designed exactly for this? I think I'm going to be better. Boom. You have the conviction. You can charge $3,000, $4,000, or $5,000 and it's not going to be an issue.

Great. Your number 1 rehab exercise and why?

Rehab exercise. Yeah. Not even for a particular reason. No, no. Honestly, the very first answer that comes to mind is deadlifting. That's my opinion. I mean, it loads the shoulders, it loads your legs, it loads your posterior chain, loads your back. I would probably— I mean, yeah, even like squatting, fundamental movement, but it's not really loading the shoulders. Like, you know, carrying is good for a shoulder. So honestly, I would say deadlift, like non-condition-specific, get more people deadlifting, more people are going to feel better. That's awesome.

With that, I was hoping to ask a clinical question. So just to see, just to put you on the spot. So top mindset shift that docs can and should make to be more successful in their practice?

Okay, a few biggest ones are you got to think bigger. You got to think bigger. So many docs that come out of school, myself included, have this predetermined mindset that they're going to be a one-man show and maybe their goal is to just make, you know, six figures in a year. Okay, I blew past my one— my lifetime goal within my first year. Think bigger. Don't think, hey, $10,000 a month would be great, $15,000 a month would be great. No, Think, how do I get to $500,000 a month? That's what you need to think. Think way bigger. Think about managing a team. That then relates to a, a real trap a lot of docs have where they think they have to do everything themselves. They think, well, the patients want me, I'm the best at treatment, I have to do the treatment. It's keeping you stuck. Other people can do what you're doing. If you don't know how to delegate, if you don't know how to outsource fulfillment, then you're going to be stuck for a long time. It doesn't have to be you. You're not the only one who can do it. Yeah. And the last one would be the willingness to charge their worth. So many docs massively undervalue themselves, massively undercharge, and then they complain about not getting paid enough, not being seen as a real doctor, not getting paid like a real doctor. Well, guess what? It's on you. Start charging your worth. But that comes with conviction. You have to be convicted in your worth. And that's some mindset stuff that, that you sometimes you need to work through, but Got to charge your worth.

No doubt. Do you need a large online following to have a successful online business?

No, no, not at all. We've helped multiple clients with— let's say a majority of the public would think if you have over 10,000 followers, then you have a decent online following. We have multiple clients under 10,000 followers, under 5,000 followers who are breaking $30,000, $40,000 a month online. And it's because we have the right ad strategy. The right hooks. Like anyone who's followed me on RehabFix sees our level of editing. We will use that level of editing to write and create and edit ads for our clients. And then we plug in my sales process for online. And then now we have the machine built and it just pumps them new clients.

The number one thing— it's a slightly different take on a previous question— the number one thing holding doctors back from being their best.

Mindset. Mindset, 1,000%, because mindset funnels to all of the different categories that we discussed. 1,000% mindset.

Number one problem doctors have when somebody's answering their phone, how can they answer their phone better?

So typically, if someone's getting a phone call, usually it's asking about, do you accept my insurance? How much do you charge? To keep it really simple, you need to learn how to navigate the conversation to to pain points and value building, discovery we could call it. So someone's calling and saying, how much do you charge? Do you accept my insurance? You shouldn't be answering those questions directly. I'm not saying to ignore them. It should be, hey, well, it depends on what your situation is or what we do. I'm curious, what are you calling for? Well, I'm calling for this problem. How long has that problem been going on? This amount of time. What is it impacting? This. What is your goals? This. Get them into discovery mode. And then offer a suggestion or whatever, however you want to set up. Well, let's come into the office. We'll provide a free eval or free treatment to see what you're dealing with and make sure that we can actually deliver results so that we know that we can help you. Get them into a value-based mindset. So the biggest general mistake with getting phone calls is allowing the conversation to be around price and insurance. Don't do that. Get it back to why did they actually call and can you provide a solution? Many docs have websites.

Those websites get thousands of visitors per month and they have no clue how many people are coming from it, if it's working, if it's not working.

Number 1 website tip to convert more new patients: have a VSL on your page. VSL stands for video sales letter. You need to have it well-written so you can immediately capture the audience that you're trying to target, explain why they're trapped in pain doing what the typical healthcare provides, and how you offer the unique solution they're looking for. At the end of that video, say, "Click the button below to schedule a free consultation." They click the button, takes them to a submission form to schedule a discovery call. Easy to get someone on the phone, harder to get them directly to a paid visit in your office. Get them on the phone first, build value. If they don't do that on your website, maybe their lunch break is up, maybe they get distracted, maybe they go to exit, you need to have a lead magnet form that pops up that says, "I'm gonna give you gold if you give me your email." Have something juicy. Don't make it the $47 new patient special. Don't do that. That's washed out. Have something of high value that they can get. They put in their email, they immediately get the high-value guide. The guide builds value. At the bottom of the guide, now there's a call-to-action button to schedule that free call. They don't schedule that, your system tracks this. Within 3 to 4 hours, it should automatically email them, hey, just want to make sure you got the guide. Anything you're struggling with, what can I help? They don't reply to that. If it recognizes that they haven't booked within 24 hours, now they enter an upsell campaign that gives them value and then tries to get them to book, gives them value, gets them to book. They don't convert through that. Now it goes into your normal weekly marketing campaigns to convert at a later date.

But Grant, my people can't afford to spend thousands of dollars based upon where I practice. My people cannot afford to spend thousands of dollars on, on a rehab program. What do you have to say about that?

Are people having surgery in your area? No. Huge limiting belief. People will pay what they value. If they're going on multi-thousand dollar vacations, they can afford their health. This is a limiting belief where people think, oh, just people in my area, they won't pay that. The type of people that come to my office, they're, they're already stingy about the price. That's not because of them. It's because of you. It's because of how you set up the conversations around your money, because of the way that you present yourself. It's because of the lack of value that you're building or the narratives that you allow to take place in the office. That's because of you. It's not because of the patients. They will pay if you provide the value.

How many times should I follow up with somebody who expresses interest and opts in? Because I don't want to annoy them.

Buy or block, baby. Listeners might be like, what? Well, you get what I'm saying. Yeah, realistically, I mean, we're following up until they don't want what we give. I mean, that's honestly it. And it's not like— people like to listen to this and then put their own perception on what it means. They're thinking, why do I want to bother people? We're not texting someone spammy stuff every day. You're giving helpful follow-ups. You're giving value. You're saying, hey, you haven't booked an appointment yet, but here's something that can help you in the meantime. Was this helpful? What about this? What else can I give you? What more value can I provide you? That's the framing of the follow-ups. So like, if they don't want help, then okay, you need to unsubscribe or you need to block us because you're going to keep getting our stuff.

Do I need to be a great salesman in order to have a successful online program?

No, no, when people think, "Oh, I don't know if I can be a salesman, I don't wanna be salesy," well then don't be salesy. That's how you present it. It's not what you say, it's how you say it. And getting really good outcomes and positioning your offer and your value in a really effective way, that does a ton of the selling for you. Then of course, when you've optimized that, you're gonna get objections, you're gonna get the, "Let me think about it," you're going to get the, let me talk to my wife or husband. You're going to get that, that seems expensive. Then you need to have effective sales training to know how to navigate those objections. Because if you don't know how to navigate that, person's staying in pain because they're not investing into their health. They're going to the cheap copays and it's not helping them and they're not invested and they're stuck in pain because you can overcome the objection.

I recently bought a really expensive laser or shockwave device. I'm not sure I really want to add an online-based program into my practice, I just spent all this money on these new modalities. Is this competitive with that? Should I wait, or is this complementary?

Yeah, great. Would you like to pay those off 3 times faster? Okay, cool. So then let's help you charge more. Let's help you rely on that less. Let's add this offer in to increase your value. And now you don't have to 100% rely on that to make money, but now you can afford more advertising for your office as a whole, and then also on those specific modalities. Thanks so much for checking out that interview.

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