YouTube behind-the-scenes video of Jeff Langmaid at the Forward Thinking Chiropractic Alliance (FTCA) event in Kansas City. Langmaid previews and reflects on his presentations (he says he is speaking three times), discusses chiropractic market opportunity (claims ~90%+ ask a PCP about chiropractic), utilization ("maybe is 15%") and PCP referrals ("11%"), and emphasizes marketing strategies: B2C vs B2B outreach, using one peer-reviewed research paper per month for physician outreach, building a personal brand/audience, and telling authentic student/practitioner stories. The recording includes short-form "TED-style" talks (15–20 minutes), student panels, vendor interactions, and networking across a multi-day seminar.
Questions this video answers
Three times.
"Almost 90% plus."
"Maybe is 15%."
11%.
One peer-reviewed piece of research one time per month.
Chapters
Hey, what's up? We are headed out to the forward thinking Chiropractic alliance, first annual event out in Kansas City. This has been event a long time in the making, one that I've talked about quite a bit. I am speaking three times which is going to be super, super interesting. So I'm looking forward to it. And we are headed out to Kansas City. Right.
Favorite. When it came time to say who do I want to come here and give you the quickest, most succinct and most cut through the crap presentation possible. Dr. Jeff Langman was the first thing that came to my mind. So everybody give it up for Dr. Jeff Langman.
Thank you. In my opinion it is all about your message. It's about promoting you and what you believe in. Again, to me there is not enough time in the day and I've been very fortunate to work at very large scale spine companies, orthopedic groups that are hospital based outpatient surgery groups. And a lot of those people have looked to me of all people to help make decisions on conservative care with them. And that comes not through me being a jerk online but by me constantly putting out things that I believe in and saying here's where I'm planting my flag. And that's what I think all of us can certainly do this weekend as a starting point for tomorrow, for next year and for 10 years from now. And why is that important? This graph to me tells it all. This graph showcases how many people have spine related complaints. I believe chiropractic care can do a heck of a lot more than spine related complaints, to be honest with you. But until we have 100% market domination of that, we have nothing to talk about. So here's the percentage of people that have spine related pain. Almost everybody on planet Earth research showcases to us that people are asking. Almost 90% plus have asked a primary care doctor about chiropractic. How many have referred to a chiropractor? That's the bottom portion there. That is utilization of chiropractic. Utilization maybe is 15%. Referrals to chiropractors from PCPs stands at 11%. This is opportunity but it's opportunity that we all need to take advantage of and be proactive about with our daily habits, how we promote ourselves, how we promote our practices and ultimately how we promote events like.
Say hi.
All right.
Yeah, I love your, love your stuff. I have your book. You actually I emailed you about it. I probably won't even remember like a while ago and saying I was about to get it and you sent me a free, free version. So thank you so much. And I wrote a review on it.
Thank you, thank you.
I, I loved it. I started implementing right away and it.
Was myself, Jeff Andrew Heck, like I'll be watching a ESPN article, like reading something. I'm like, oh, there he is. I love it when that happens. Those are paid advertising dollars at work right there.
Yeah, yeah.
Hey, what's going on? Just wrapping up night number one of the forward thinking Chiropractic Alliance Forward seminar. I just hopped off stage, closed out the first night. Today was all about TED talks, 1520 minute talks. Talking about practice management, talking about marketing techniques, adding fitness into your facility and much, much more. It was a great start to the weekend. Looking forward to tomorrow and Sunday when all of the long form presentations are going to take place. I'll be back here bright and early tomorrow talking about research and marketing and how medical doctors fit in the middle of that to get more people into your practice.
I'm sure most of you know about Jeff Magnate, the evidence based chiropractor. Lucky for us, Jeff is going to help you be heroes to your community, help you communicate with doctors, help you communicate with your patients and be a great chiropractor because he's going to show you the evidence that supports exactly what we do. Let's give a big hand for Jeff Langman.
So yeah, there's a different way you're going to communicate and ultimately market your practice. B2C versus B2B. That's what this is all about, right? So when we're talking B2B, you're not going to send an MD a coupon that he's going to give to his patients. It doesn't make sense. Obviously. It's like, what? Like of course you wouldn't do that. Well, the question then becomes what are you going to do? And there's a lot of people that don't have an answer to that. It's like, well, nothing. Not a good answer either. So this is where research becomes a huge ally of ours. If our research sucked, that'd be hard. Use what you got. We have great literature supporting what we do. It comes out all the time. There's a backlog of stuff. If you've never outreached that, you have 10 years worth of stuff before you even have to think about trying to find something new. It's crazy. But getting out there with it is important and it gives you that touch point. I always say if you start sending people 20 page research papers, you are punishing them. You are not Helping them. Nobody wants to read that stuff. So if you're going to do the outreach, the onus is on you to frame it in a way that matters to them. So that is why we use a very simple process, one peer reviewed piece of research one time per month, cite it, put some quotes and frame it with your own words upon how and why it matters to them, their practice and their patients. A doc gets that. At worst, they're seeing your name in a professional context, becoming a leader in education, in your community. At best, they're going to take action ultimately with their people. It's always going to be looked upon in a positive light. It's value add to them.
Sam.
So I think the biggest thing for me would be building your brand as soon as possible, building an audience that gives you leverage and power later on. So I'll go on the marketing angle instead of the clinical angle. To me, it would be very intriguing if a doc came in to me, a doc that wanted to be an associate in a practice that I had, and if they came in with an Instagram following of 50,000 people, an email list of 1,000 people that they've been communicating with and telling their story the entire time, that would provide supreme value and leverage for you at the negotiating table because you have an audience built in even if you haven't seen patients yet. And I think students sometimes get nervous about getting out there too soon. As far as what can I say? What can I not say? I'd say, don't be scared, Tell your story, be true. Hey, I'm living a healthy lifestyle. I'm looking to do this in my career. I'm a student. Here's some cool stuff I learned today. Here's something I'm thinking about. People love to hear the story of other human beings tale as old as time. So for me, telling your personal story and your journey as soon as possible will help not only get you the reps in to be awesome when you start instead of 10 years in practicing, you know, when you're, when you're starting a practice or joined a practice. But I think it gives tremendous leverage at the table when you're looking for a career and an opportunity once you graduate. So I think on a cold audience I think it's about, I mean the basics I think hold true. Do you want to get out of pain? Do you want to live a higher quality of life? Do you want to be able to do the things you love with the people you love? There's a reason why surgery companies still have billboards that say, want to get back to life, you know what I mean? Or like tired of pain, you know what I mean? Like there's a reason why that still works. There's different tactics that you can utilize. Obviously within that, that's a broad population. Like John, for instance, if you're talking to athletes, right, you got CrossFit people, then you speak their language. It's about, hey, do you want to be able to not be injured every four months, you know what I mean? And do you want to be able to have a quicker clean and jerk, you know? Or do you want to learn how to do this more effectively, Effectively so you can do it for a longer period of time and not be burned out like the other 20 people that you saw at the CrossFit gym three months ago that are already done because they hurt themselves, right? So I think it's just, I would say it's a matter of looking at the audience, understanding their pain point and speaking directly to it. Day two of the Forward Thinking Chiropractic Alliance Forward event and it's been a great day so far. I've already had the opportunity to speak twice a student panel which was very rewarding. Great questions from all the students here at Cleveland University and hopefully we've got some of that that we can share as well. I also talked about research and marketing, my core tenants of what we do at the evidence based Chiropractor. The vendors have been fantastic, the crowd is awesome. Tonight we are going to have some fun and I can't wait to see where the night takes us.
Sam? Well, Jeff has got his finger on a pulse or something that needs to be said. He knows how to say it and he's done the legwork so he's the one that should be saying it.
