Hey, chiropractors. We're ready for another Modern Chiropractic Marketing Show with Dr. Kevin Christie, where we discuss the latest in marketing strategies, content marketing, direct response marketing, and business development, with some of the leading experts in the industry.
Kevin: Welcome. We'll do another episode of the Modern Chiropractic Marketing Show. This is your host, Dr. Kevin Christie, and I've got an interview with someone that I've enjoyed getting to know over the years. We've met in person. We've chatted on the phone. He's a big part of the Chiropractic Success Academy as far as being just an active player in that group, and he's someone that I respect a lot because he has been through some things with practice.
This is Dr. Joe Denke, and we're going to get into that as far as what he dealt with one of the hurricanes. He's outside of Houston, Texas, and he's just a great example of a chiropractor, of a doctor that's doing very effective, consistent and well-rounded content marketing, and really has implemented a content marketing strategy for his practice that has worked and it has helped him immensely to grow. [01:17.6]
And he's not someone that has just hit a grand slam on one platform and has a million YouTube followers or anything like that. But what he has done is created very valuable content, distributed it effectively, and has really implemented that total web presence that I talk about.
And so, we dive into that today and just kind of pick his brain a little bit on what he has done, what has worked and make it a little more applicable. I think sometimes on this podcast, I obviously have interviewed a lot of people. This is Episode 155 and a lot of those have been interviews, probably 80 of them or 90 of them or something, and I know I do a lot of solo episodes, too, but I do interview a lot of experts and stuff like that and sometimes we get people on here that aren't necessarily in the trenches doing it for their practice. Obviously, I am, so I try to give some of that perspective, but I want to start having some more guests on that are applying it to the practice and seeing the results because there are a lot of people out there that are. Okay? [02:19.4]
And so, we have a great interview. This is actually, as I recorded this, my last day in the office for probably a month. Obviously, we're in the middle of it. I'm recording this on the 19th of March. This doesn't come out till probably April 2nd if you're listening to it as the day it releases. But we're going through this whole coronavirus thing. My wife is about 37 weeks pregnant. We're keeping the practice open. Everything is pretty good down here so far. We're starting to see a little bit of the slowing down. But ultimately I made a decision to take an early paternity leave and, instead of two weeks, it's probably going to be a month. [03:00.4]
My biggest concern is I don't want to get … I don't think I would, but I don't want to take the chance of getting sick and then getting my wife sick, obviously being pregnant, and then potentially if I were to not be able to go to the hospital and watch my first child be born. So, just a personal decision.
I had great conversations with my team, with Dr. Chris Gouveia, who is my other chiropractor here in the Boca Raton office, and he's going to take the reins. I have full confidence in him and excited to see how he takes that next step in his growth pattern as a young associate.
So, I'm going to have a lot of time on my hands, but I'm not going to just be dilly-dallying. I’m going to be effective and try to get some more marketing strategies done, some readings, things I haven't been able to do, but I'm going to try.
The point I'm bringing this up is twofold. One is I'm going to stick to a routine. So, if you find yourself being in self-quarantine or closing your practice for a couple of weeks, I highly recommend maintaining some sort of routine. I'm going to get up in the morning, have some coffee and do a little bit of journaling. I'm going to journal this experience of everything, what we're going through. Just going to journal each morning for probably 10, 15 minutes, do some reading. [04:14.0]
And I'm going to work out at home. All the gyms are closed in my area and I think most of your areas as well, so I can't go to the gym, so I'm going to work out at home. Then I'm going to take some client calls. Still, obviously with a lot of the chiropractors I'm working with right now, a lot of scary times, so I'm going to do that. I'm going to have at least a two-hour block each day of some deep work. I'm going to try to get two of those two-hour blocks done and really just dive into some of the stuff I haven't been able to.
I haven't shared this with a lot of people, but one of my goals, I'm 40 years old now, but my goal by 45 is to take six weeks off in the summer with my family and kind of live in a different city in Europe or anywhere, in America, somewhere different, but a lot it'll probably be Europe. I just travel there a lot and really enjoy it there. Not right now, right? But ultimately immerse into that culture. [05:11.1]
So, we've picked year one being Paris and year two being Florence, so let's just take Florence and really just immerse into that culture. I'd like to learn the cooking, the history more. I'm big into history. Kids would get some language lessons and really just try to immerse into that city, that area for six weeks. So, that's down the road. I've really detailed that well, very clear on what I want to do with that.
And so, I bring that up because now I'm kind of in a scenario like that. That was one of the biggest fears like, Could I take that type of time away from the practice? Right now, I'm going to essentially be doing something close to that, and so it's kind of like a test run.
So, this is a challenging time for a lot of people, but there's going to be some capabilities that you're going to gain out of this that is going to serve you well in the future. This is one of them for me, to potentially be confident in being able to do that six-week trip in the future because I will have accomplished it this year, hopefully, and that’s the goal. [06:16.0]
The second part, and I kind of mentioned it, is start writing out all of those projects that you’ve just been procrastinating on, all those things, macros in your EHR system or that blog you wanted to write, or figuring out a billing issue thing or just whatever you've just been putting it on the back burner. You know what it is, and have that ready. And then, if you have to stay home, if you have to close a practice for a week or two, have that ready to start working on. I don't want you to get bored and complacent. So, you’ve got to stay in action and that'll help you get through this.
That was a little bit of a long intro, but I just wanted to update you on that. I still will be available. Reach out if you need any help. So, let's dive into this conversation with Dr. Joe Denke. [07:00.7]
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All right, Joe, thanks for your time today. I really appreciate it. Before we dive into the fun, and we're going to really get onto the content marketing side of things and get into the trenches of it, tell us a little bit about yourself, both personally and professionally.
Joe: All right, first, thanks for having me. I'm really honored to be part of the show. Yeah, personally I've been in both that's professionally, but I've been in practice for going on 10 years. And I'm a husband and father of three, and enjoy the active lifestyle and keeping myself healthy, and that type of thing. Professionally, I've been, like I said, in practice 10 years and I have my own practice for eight. I have been an associate to two massage therapists. Exercise physiologists have more of a sports-oriented type practice. [09:06.5]
Yeah, so I think I'm a little bit different than some of your other guests. I feel as though I'm no different than any other chiropractor out there. I don't have anything special. I don't have my own company that I'm selling things or I'm not here to market anything. I feel like I'm just a guy doing all the good stuff that everybody is trying to do and I'm hoping that I'd do it well enough. I feel like I do it okay, but that’s because I’ve followed all this stuff that you tell people to do.
Kevin: I appreciate that, and you are special.
Joe: I appreciate it. That's what my mom said.
Kevin: No, I wanted to have you on because I want to have some more docs on that are actually applying content marketing and content marketing strategy to their practice, and start to tease that out a little bit and just see, okay, what's working for you? Let's get to the real world side of this and how it does apply, right? [10:10.6]
Joe: Yeah.
Kevin: And so, first, before we do that, just tell me, give me a little bit of an inside look of your practice. If someone were to come in as a new patient, what type of a practice do you have?
Joe: Yeah, we are basically like an injury and recovery practice, so our number one goal is to get people out of pain as quickly as possible and give them the tools to help manage their own success from there forward. However they find this, they come in. They'll set an appointment with either me or my associate and then we'll come in. We'll do an exam and we'll go ahead and go over the report of findings, if you will, right there, right after the exam and start the treatment on day one as long as that's warranted. And even if they're in a lot of pain or we may look at getting an MRI, we're going to start doing something on day one. [11:02.0]
Then we give them a short course of treatment plan. I don’t usually like to recommend anything farther than about three or four weeks in. Then we'll do a re-examine and assess what goals have been met and what needs to be accomplished further, and go from there. And you talk a lot about before, during and after marketing, and we're definitely hitting on all of those after they've come in, for sure.
Kevin: Perfect. Remind me again, when did you open up your own practice?
Joe: I opened in 2012, so this year, actually in two weeks from now, and I don't know how long your airtime is, but by the time this posts on April 2, I will be on my own or have my own practice for eight years.
Kevin: All right, man. April 1 is actually my 10-year anniversary of my own practice.
Joe: Oh yeah, awesome.
Kevin: It's an interesting time to have my 10-year anniversary of a practice given what we're going through.
Joe: Yeah, I know.
Kevin: Perfect. And then, if you had to guess, what year did you really start to implement some of the content marketing strategies? [12:05.6]
Joe: I would say probably three years ago, if I had to put numbers on it. I don't know. How long have you been doing the Modern Chiropractic Marketing?
Kevin: Yeah, the Facebook group started in 2016, and then the podcast would have been in April 2017.
Joe: Yea, and I don't know where I found you first. It might've been the podcast and I don't know how long I've been a member of that, but when I first started getting into more about what you were saying, I was like, Man, this makes sense. I need to start doing this. So, it has been, we’ll say, three or four years.
Kevin: Perfect. And then, you were kind enough to shoot us a little story, a transformation video, last year, and one of the things you had discussed was what you went through with the hurricane. Was it Harvey?
Joe: Yeah, Hurricane Harvey.
Kevin: Yeah, could you just kind of tell us that story a little bit?
Joe: Yeah, so I started my practice in 2012 and, like I was saying, kind of growing slowly over time. I guess we'll just call it natural growth. And then, we suffered from Hurricane Harvey. My office had a foot of water in it and the whole town was flooded, and I just felt like if I didn't have an office, I didn't have a job. [13:19.0]
And after that I wanted to grow as a business and as a company, and become obviously more well-known and more trusted in the community, and I think probably during that time when I had that downtime, that's when I really started to go, Okay, I need to do more online. I need to put better information out there.
And I had about five weeks between when my office was flooded and when I could get back in my office, and I practiced part time here and there, but I had that extra time to really spend to learn a lot from you and some other sources online, and it really turned my marketing around completely. And when I did get back in the office, my whole practice was kind of revamped and I became busier than I ever thought I would be. [14:08.9]
Kevin: Perfect. And so, do you think content marketing has not only helped grow your practice, but kind of recover a little bit quicker from that?
Joe: Yeah, absolutely. We flooded the last week of August, and if you would've said, Hey, you're going to flood and then you're going to be busier than you've ever been and you're going to hire an associate within three or four months, I would’ve said, Ay, you're crazy. But that's exactly what happened.
Kevin: Yeah, and I love this story. We never want to go through stuff like that, right? But it's going to happen, and obviously we're in a situation. This is being recorded on March 18, 2020, so we're in the throes of this coronavirus thing and I don't want to make this episode about that, but I think your story is proof that if you get in action, we're going to have some downtime. Whether we have to close or not, you're going to be slower. You're going to have more time on your hands. So, if you start getting in action on content marketing, which we'll outline here in a minute, your recovery time is going to be all that quicker, right? [15:10.0]
Joe: A hundred percent.
Kevin: And you probably feel well-equipped to go through this little issue we're going to have here, right?
Joe: I do, yeah. With the previous history of my office flooding and being out of the office for five weeks, I feel like I've been through it before. I can obviously do it again, and now I'm more prepared for that than I was then and I know the steps that need to be taken to keep my head above the water. And some people I know they probably already feel like they're drowning with only a week or two into it, but I have a lot of confidence that everything is going to be okay and I know the steps to take to do that.
Kevin: Perfect, yeah, that’s great. I want to ask, and we’ll start from the top and go from there, but what would you say is the one marketing aspect that you do for your practice that has really helped you in your community? [16:02.6]
Joe: Just to put a general statement on it, I would say, just putting good, trusted, good information on the internet. Putting good information out there is the number one thing that I've done. Now, like you've described the vehicle, whether that be what platform you use, I would say that I have more success on Instagram.
But we're putting different content out there on different platforms and everyone, a lot of my patients who come in, Oh, I saw this. This is great. I love that y'all do this. And people are seeing us on different platforms. But, I would say, a general statement is just putting good quality information on the internet somewhere.
Kevin: Yeah, and I would say you abide by kind of that total web presence aspect where you're creating good content, whether it's a video or it's written or whatever, and then you're distributing it well. I know you're doing a lot with video and YouTube, correct? [17:05.0]
Joe: Correct, yeah. Not as much as some, but we're doing it. We're trying to keep up with it. It is a little bit more difficult because YouTube is a more of a long format and so you've got to have a little bit more assistance there, and if you're going to do it yourself, it also takes a lot of time and effort. So, thankfully, I've been able to get help with that and somebody helps me, and so it doesn't take my time and effort. But you’ve got to have the patient who's going to say, Okay, yeah, you can record my treatment, and they've got to be okay with it. It takes longer, yeah.
Kevin: Yeah. No, and there are obviously other ways you can do video, but, no, it's good. I think you're, you're doing a lot with the different platforms and it's helping you out. I think one of the mistakes is people think to themselves as they have to become a YouTube star or they have to be an Instagram star, and like you said early on, I have had some of those people on as guests and highlighting some of the ones that struck lightning in a bottle on a certain platform. Right? [18:04.3]
But I think the vast majority of people aren't going to necessarily become huge stars on a platform. It can happen and I'm not against that. I think that's great if you can do that, but you have to assume that's not going to be you, and you could still create a lot of content and distribute it in many ways and just get that total web presence effect. And I would probably say that's been your strong suit.
Joe: For sure, yeah. At this point, the YouTube thing, it was like a fancy gym that you wanted, right? So, you see some other people that are getting a lot of attention on there and that's great. But I feel like, at this point, the people that are getting all the attention are going to be the ones that are continuing to get all the attention. They're doing different things and so people are, Oh, let me. Let me. Oh my God, this is crazy. It's like watching a train wreck. I don't care about that, and I was just talking about this with the guy who does all this stuff, YouTube stuff for me, that I don't care about that. [19:06.2]
I want to be on the Google Search results. I want to be when somebody types in “chiropractor Friendswood for back pain” or whatever, I want to be on Google Search results and I am now. When you type in that and at least if you're in my area, I have three to four videos that pop up on the first page for a chiropractor and Friendswood.
Kevin: Yeah, that's huge, and when you break down a total web presence, you're going to have your local search and you're going to have your organic search, and that's kind of what you're talking about now. It’s when they type in something organically, because you've created the content, Google owns YouTube, which really helps and you're going to get that.
And then, you're going to have, the third kind of aspects can be social media and that does filter in, too, like if you're doing really well on Facebook and Instagram, that's going to kind of go into that also. And with the local search, you're going to claim your listings. You want to make sure you build out your Yelp page and your Google My Business, and all that type of stuff, and then start creating that content consistently getting out there. You're going to find your Google results are going to go up quite a bit and obviously you're probably getting new patients from Instagram as well. [20:16.7]
Joe: Right, yeah, for sure. It's more of a younger crowd from Instagram, but that's who's on Instagram and that's kind of who we're targeting there as well. But we've definitely gotten new patients from Instagram.
Kevin: Yeah, that's a big one. Demographically, you're right. If you're targeting 50- and 60-year-old golfers, I don't know if Instagram is going to be your platform. I still think it's a great platform for golf. There are definitely younger golfers and such and there's a lot you can do with that platform. But, yeah, you’ve got to definitely do that.
And then, I think another little sidebar topic is sometimes you're going to find a sweet spot. I've started building my practice through Facebook back in 2011 and I will admit I've been kind of slow to the Instagram game for practice and my associate is kind of picking up the slack for that. [21:09.8]
But it’s just we've done really well with Facebook. Our business page has 3,200 people on it. We run Facebook ads or that are effective. We're a part of some Facebook groups. Just that kind of ecosystem for me and my practice has really helped out, so I've really put a lot of my attention on that, but it doesn't mean we're not doing Instagram. We're definitely shooting video, putting on YouTube and doing all that, and I feel like you're doing a lot of those things as well.
Joe: Yeah, we're definitely trying to keep up with it, and it is a little bit of work, but it's by far worth it.
Kevin: To grow a practice, it's going to take work, right?
Joe: Oh yeah.
Kevin: And then, once it gets going, you can delegate out like you're delegating out to a video person and you're writing a check, and I'm sure you're writing other checks to have some other people do it. But early on, yeah, you're going to have to do it yourself and then from there you need to come up with a strategy of delegation. [22:02.5]
Joe: Yeah, and when you're busy in practice and then you want to take on all these other things, these different projects to help yourself grow, I think I got to the point where I realized when my wife told me, “You're working on this at night when you get home and you're working on this on the weekend and the morning,” and she was constantly griping at me. “Come on, let's go do something.” I'm like, Hold on, as soon as I finish editing this YouTube video.
And then, finally, I was just like, All right, I'm no YouTube pro. I've done it enough now and now I'm busy enough in the office that I don't want to do this anymore because I'd rather enjoy my free time, so let's give it up. But you've talked a lot about delegation as well and sometimes I tend to hang on to things a little bit more than I should. But it does come as a huge relief whenever you can do all that and learn it, and then hand it off to somebody who's better at it than you because that's their thing, and then you can go back to focusing on your thing that you're good at. [23:06.5]
Kevin: Definitely. You don't have to give me an exact number, but do you have an ad spend? Do you spend money on Facebook ads on Google Ads or anything like that?
Joe: No, actually right now I do not. It's been a couple of years. I have not run any Facebook ads or Google Ads as of right now. I haven't really needed to, to be quite honest with you.
Kevin: Which is cool.
Joe: I feel like all the rest of the things that I'm doing on social media has worked well enough. I have done some Facebook advertisements and we were making some money on it, but I didn't feel like it was worth the amount that I was putting out there. It was, ah, just not enough meat on the bone, we’ll say. If you put out 1,000 and make 1,200, what happens in the next month when you don't? So, it wasn't for me at the moment. [24:03.5]
And, also, the company that I was working with told me that the ad spend in my area, because I am right outside of Houston and it's a big market and an expensive market, and they said the ad costs for me was higher than almost any market they had worked with before, and it was a national company. So, going with that, it was just costing me a lot to run the ads.
Kevin: Yeah, I think every situation is different and, yeah, if you find yourself in a big area, like being in South Florida, I don't even bother with auto accident in Google Ads because I just can't compete down here.
Joe: Yeah, the attorneys have all the money in the world on that.
Kevin: Yeah, they do, and so it’s like I don't even mess with it. But, yeah, you’ve got to figure out what works for you best. Obviously, for some, I do think there's a lot of value in some paid ads in a lot of circumstances, especially if you get to know your numbers and do all the math of it and figure that out. But one of the cool things about when you do consistently get your content out there, there's a lot of free ways of getting it out there, isn't there? [25:07.7]
Joe: Sure.
Kevin: That's the thing. Some people forget. They go right to paying money for it. There are a lot of free vehicles out there. You’ve just got to create good compelling content consistently, leverage those channels and you'll get results, and that's why I don't like that whole thing when people say, Oh, you’ve got to spend 10 percent of your revenue on marketing. And it's like, man, if you're bringing in 40,000 a month in revenue, that's $4,000 a month on marketing. But that's just lazy math a lot of times. I might be able to get the same results or better results with maybe a 4 percent or 5 percent marketing budget, just because you're doing a better job of marketing.
Joe: Right, yeah, it's all efficiency, and like you said, I don't spend a whole lot on advertising. But I will say that I probably spend more on patient follow-up marketing or in-patient, or during marketing, right? That's your term. It was during marketing. [26:04.7]
We’ve done tee shirts and I'll give the tee shirts away. I mean, I'm not going to charge somebody $10 for my shirt, but I'll give it away. I bought it for eight. We'll give it to them. And then, obviously they’ll wear it around town. These are young active individuals that we're treating. They’ll wear it to the gym. People will see it with them on and we’ll say, Here, whenever you wear this, tag us in your posts when you wear this. All these young, fit people taking selfies in gyms, so why not just tag us in your posts? And that becomes free marketing for me after I've given them an $8 shirt and it didn't cost me much, and people love getting free shirts, especially when it looks more like a fitness wear type shirt and that's what they enjoy.
So, yeah, you don't have to break the bank and it doesn't have to be direct paid advertising to get new patients. It can just be the marketing to keep the patients that you already have liking you and referring to you. [27:05.9]
Kevin: Yeah, definitely, and like you mentioned, that kind of before, during and after unit of marketing, it's a Dean Jackson thing—and he's a marketing guy and I talk a lot about it—but just for the audience out there, obviously new patient marketing is big. That's before. That's before they've ever even touched any touchpoints of your practice, whether it's calling, scheduling online or coming in the office. The during unit is during the beginning of their active care, and the end of it and after unit is when they're no longer under active care and maybe they're not in your office at all. You're still staying top of mind and there's a whole lot of strategies to that.
But when you focus on all three of them, when I work with chiropractors on marketing, I run them through a checklist for that for each phase. If you're being consistent with all three phases, then it does allow you to decrease your marketing budget and get better results, because it's not only about new patients. Everybody gets that mistake like, I've got to … it's all about new patients. It's not. Yeah, new patients are important, but then it's reactivations. It's patient retention and all that good marketing. And touchpoints help improve all three aspects. [28:11.1]
Joe: Absolutely. And we do email. We do a weekly email and I think you put out something earlier this week on one of your Facebook groups on what you were going to do this week, being that we are dealing with this coronavirus issue and how you are going to step up your online marketing.
And I had already planned that myself, so I've sent out two emails this week to my whole list and I think there are 2,500 emails that get an email weekly. And so, on Monday we sent out an email about what we're doing for patients as far as prescreening, as far as taking care of things in the office and making sure that patients feel comfortable coming in. I immediately had people call, Oh my gosh, I'm so glad y'all are open. [29:00.1]
And then, today being Wednesday, I wanted to hit them a few more times during this time, so today I sent out five. We did a Facebook live yesterday morning, five easiest exercises you can do at home because everybody's supposed to be at home for lower back pain. So, we shot that live, posted it on Facebook. I emailed it out this morning and then we had two people that clicked the link in the email to schedule for today, so now they're coming in this afternoon, and this was all done with an email and a Facebook post, and I've got four or five patients coming in this week that I didn't have and it didn't take me five extra minutes to do this.
Kevin: Yeah, it's crazy. It's great and that's the thing. I want chiropractors to be consistently doing this, even when it starts to get tough like right now, but that's an example of how you can just kind of cultivate some office visits by providing value and content through an email list. [30:00.0]
Joe: Yeah, absolutely. I have a friend and he takes emails on his intakes, but he doesn't do anything with him, and I could slap him a few times like, Man, you have to do this. You have to do this. It's so easy. Every time I check my analytics, I use Mailchimp, and you can see who clicks on what and you can see that people click on the self-scheduler button and then now they're scheduled to come in that same day or next day. Wow, that’s satisfying. I know that my efforts right there just got me two or three patients that come back in, just by reminding them, Hey, we're here for you.
Kevin: Yeah, absolutely. And then, you could even take it a step further where you can upload that email list into a Facebook audience, and so anybody with the email address that's affiliated with that Facebook account for them, they go into an audience. So, if you plugged in 2,500 emails, maybe I don’t know 1,250 of them have that email with that Facebook account. Now you've got an audience of just your people that have been in your office, so you could even run that same content through social media, just targeting those people, and so maybe that'll help with some top-of-mind awareness through this whole thing. [31:12.0]
I do this anyway. This is part of my marketing strategy all the time. But now with this coronavirus thing, I'll probably have that continue with some of the things like different strategies like home ergonomics because a lot of people are now working from home. So, there's a lot of different topics you can have that would be useful for them and you could just target through social media the people that have already been in your office, right?
Joe: Right, absolutely. We talked about paid ads a little bit ago and I did forget, and I think I brought this up with you before on a previous call that we had, but we did earlier this year, my associate, and he's only a year and a half into practice, and after the new year I was expect things to slow down a little bit and he got pretty slow, and I was like, All right, let's run an ad to help out bring in some new patients. [32:00.9]
So, I did an ad and, of course, you run that on Instagram, but Instagram is owned by Facebook, so you set up the ad on Facebook. And I set it up to only run in Instagram stories and you can do a 15-second story, but you can do three of them in a row and it's one ad, so it's a 45-second ad, but you could just do 15 seconds if you wanted.
So, beginning of the year, Houston marathon runners, triathletes, that kind of thing, they're training in the cooler weather, so we targeted that. We used one of the girls that works here in the office, kind of just showed her running on a track, and then with some words at the bottom and swipe up to book your appointment today for a free running assessment. And so, he ended up getting three new patients out of that and in a week, which I think it cost me about a hundred bucks. And then, one of those ladies brought in her son later in the week, so we ended up getting four new patients for 100 bucks on an Instagram story ad. [33:03.6]
Kevin: That's amazing.
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Let me take a break from the podcast for a minute and I want to discuss my clinic, Health-Fit Chiropractic & Sports Recovery, Boca Raton, Miami, Florida. We’ve got two offices. And we just redid our site.
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What else are you doing marketing-wise? I hate to make this show about some of the coronavirus thing, but the reality of it is I know that you're the type of chiropractor and you are probably getting out in the community a lot, too, but that's kind of not going to be able to happen right now. [34:09.1]
Joe: Yeah.
Kevin: Right? So, is there anything else that you're doing or any words of advice you have for chiros out there as far as staying consistent and preventing that overwhelm of creating and managing the content?
Joe: Yeah, so one thing that we're doing, of course, like you said, not right now, is we do try to touch base in these offices and gyms as well, the gym owners specifically, and then the personal trainers that work there secondarily. But one thing that we did here recently is there's an all-women’s gym down the street and I like these little think bars. Have you ever seen those in the grocery store?
Kevin: Absolutely.
Joe: There I go in for dessert. The s’mores flavor is phenomenal, so I bought two boxes of those and took them over there to this all-women's gym. They had referred us a patient not too long before that, and so I took them down there. Hey, thanks. Here, I want to give you all these. You can set them out on your counter for the members or keep them for yourself, whatever. I love them. They're great. Just wanted to say thanks. [35:17.3]
And it's little things like that. Of course, yeah, we're going to take a few cards with it. We had a running list of MDs that we had gotten some referrals from. I think we had four on the list that had each sent a patient within the last week or two.
We went to Tiff's Treats. Have you heard of that? Do you have one of those?
Kevin: No, we don’t have that.
Joe: It's an online cookie delivery place and there are a lot of them all over Houston, but the cookies come in a little micro oven box. Somebody delivered them to me for my birthday and they come warm. They come warm. They're phenomenal. So, I had one of my girls go in to pick up four or five boxes from one of the local places. [36:02.2]
You can have them mail-delivered if you want, just with a note on it, but I wanted to give that personal touch of her delivering them with our cards to say thank you. And so, it doesn't have to be about like, Hey, I want you to send me patients. It's more just like, Hey, thanks. Here's more of our information, and we're doing all the things, sending those MDs, their primary cares, or their orthos or pain management. We're sending them their initial notes where I'm following up with when they're released and that comes just as another touch with that doctor, either thanks for the referral or here are some cookies and we hope to get more referrals from you in the future.
Kevin: That's awesome, man. So, you guys are doing a lot of different things like that. How do you prevent the overwhelm?
Joe: I don't get overwhelmed.
Kevin: There you go.
Joe: It's my personality. I’ve always been just cool, calm and collected. It may have come from being a former athlete. Maybe my parents just beat it into me. Definitely from my dad's personality. I just don't get overwhelmed with things. [37:16.6]
Kevin: Good. Perfect. I think some people do, especially with creating content, they kind of give up on it. I guess my advice would be you have to sit down and write out your plan for the month going up to it, have a game plan and then realize that early on it's going to be a struggle, but you're going to get better at it and it will become second nature.
Joe: Sure.
Kevin: And I think I'm just going to kind of finish it up with another thought as I do talk to some older chiropractors as well, and some of them are starting to realize that a lot of the younger docs coming out or creating a lot of content in their community and getting a ton traction with it, and they're like, Okay, how do I compete with that? And so, I just bring it up because it's working for a lot of docs that are coming into communities and doing it, creating the content and getting it done. It is working and other chiropractors are seeing that and trying to jump on the train. So, I think the days of doubting that it works are starting to subside. [38:19.6]
I think when people say it doesn't work or it's not working for them, it's most likely, honestly, they just haven't put enough effort into it, not enough consistency, having spent the time to get better at it. Right?
Joe: Yeah, time and consistency, that's definitely the trick.
Kevin: Yeah, and then there's resources out there to learn how to do it more effectively and get better at it, so make sure you're doing that as well.
Joe: Yeah, and going back to your question about being overwhelmed and my answer to that was I don't get overwhelmed, but what I do is I'm a big spreadsheet guy, so I have an Excel spreadsheet on everything that ever goes through my mind and the order in the list and just keeping it organized, because it's not going to stay organized in my mind. But if I put it on an Excel spreadsheet, I know where it is and that's probably how I keep myself sane and organized, and not get overwhelmed with all of the ideas and how to put these things together in all the different formats. [39:17.8]
Kevin: Definitely. Cool, man. Listen, I appreciate your time. I've been wanting to get you on here, just [crosstalk] to ask you.
Joe: I appreciate it.
Kevin: Because I know that you're a great example that has got a very nice practice that continues to grow, sustains difficulty sometimes, but has been consistent with what we talk about. So, I thank you for your time.
Joe: Yeah, I appreciate all the help that you've given me over the years as well.
Kevin: Thank you. I appreciate that. Alright, have a good one.
Joe: You too.
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