133 - When Your Practice Outgrows the Way You’ve Always Run It

[00:00:00] I thought I knew quite a bit about running a practice and how to, you know, a solid practice and solid business. And then I remember sitting in the first immersion. This is like, I think 2019 or 2020. And I was like, oh my goodness, there was a big gap. And it was exposed in that room where I was like, I have a lot to learn. I don't even know what they're talking about.

[00:00:31] Hello and welcome to Build Your Remarkable Practice podcast. This podcast is dedicated to chiropractors who are in the seasons of launching and building their practice. Join myself, Dr. Lona and my co-host, Dr. Bobby, as we have conversations each week as it relates to building the practice of your dreams. And remember, you can have a remarkable practice as part of a remarkable life, not instead of one. We are here to lead you on the way.

[00:01:02] Welcome to the Remarkable Build podcast team. I'm the host today and I'm here with the fabulous Lona Cook. We've had a phenomenal series. We're jumping into, we've already gone through, what have we gone through? The art, the philosophy, and we're jumping into the business today. And then we've got the science to come. So yeah, and look, you know, you're actually here with two business practice coaches. So I guess we may know a little bit about this topic.

[00:01:32] We're getting better at it anyways. That's the thing. And now we get to share what we've learned, right? You're always just looking ahead of like, okay, what don't I know? How do we go to the next level? Yeah. And that the, you know, I was just at the Australian CEO Summit and it was very good. So I'm glad we're doing this after the CEO Summit. Yeah. All these fresh ideas. But one thing that the big doc, Steve said was like, you're never perfect at it.

[00:02:00] As soon as you get like just a little bit of knowledge on something, you're like, oh, I want more. And you're always trying to perfect it and optimize it. And yeah. And that's, I guess that's the burden of knowledge, right? Well, and reflecting back on our conversations about philosophy, science and art, like it's true for all four areas, right? It's kind of the deeper you go, the more you're just like, there's so much more to know here. And there's, it's almost like, yeah, I think the more, you know, the less, you know, and

[00:02:29] you're aware, the less, you know. Yeah. It's weird. Do you get this like conscious competence? And then that also spirals kind of into like a conscious incompetence as well, because you're like, you know what I mean? Because you're like, oh, well, I know this stuff. And now I realize that's not, I thought that was this. And now I realize it's just this. And so I'm just going to have to keep on learning. Yeah. That was actually one of my first, first immersions.

[00:02:55] I thought I knew quite a bit about running a practice and how to, you know, a solid practice and solid business. And then I remember sitting in the first immersion. This is like, I think 2019 or 2020. And I was like, oh my goodness, there was a big gap. And it was exposed in that room where I was like, I have a lot to learn. I don't even know what they're talking about. So, yeah. Yeah. And you think, oh, look, I've got a great, my practice is going great.

[00:03:24] And then, you know, you talk to other people and not just in chiropractic businesses, but like just general businesses. Yes. And this is probably a really good segue into like what my, probably my key takeaway from the CEO summit. But, you know, you realize how like just tip of the iceberg, you know, about business. And, you know, if you follow along with the, you know, the Alex Hermoses and the Dan Martells

[00:03:50] on social media and that kind of stuff, and they're operating on like a whole other thought process level and you just catch a snippet and you're like, oh, wait, wait a second. And I think I, I think I just learned something, but let's dive in with my key takeaway from the CEO summit because it's so fresh. And for those of you who are listening along and you don't know what the CEO summit is this year, we kind of restructured the immersions a little bit so that it was easier for people to get their teams to, instead of having three immersions, we went to two.

[00:04:17] But in the middle, at least for Australia, we put on a CEO summit for coaching clients that are in the scaled side of things and, and wanting to really know how to take their clinic and their business side of things to the next level. You know. And in the US that's coming up in November and we had one last year too. Yeah. Yeah. That was apparently our Porsche experience was better. Oh. So they started with a Porsche experience and you know, like I'll preface this by saying

[00:04:46] like, I'm not really a car guy. So when they were like, yeah, we're driving Porsches. I was like, yeah, I don't care. Me neither. But everyone else had a blast. Like if I had have been like, we're cage swimming with great white sharks, I'd be like, yeah, hell yeah. Like, let's go. But when it came to cars, I'm like, I'm just going to stick with my four wheel drive. I've, it can drive me to places on the beach that nobody else can get to.

[00:05:10] Anyway, my key takeaway was that there are a lot of things as chiropractors that we've actually inherited from previous generations of chiropractors. When you say, you know, like the classic one, I don't know about in the US, but in Australia, pretty standard. We have a morning shift. We have an afternoon shift closed for multiple hours in the middle of the day. Is that a similar practice? Yeah.

[00:05:37] And we were having a conversation around one of the, one of the people at the summit was talking about how they've, they've got an appointment book crunch. And it was actually Dr. Bobby is like, you don't. And he's like, no, like, like we do. Like I can't fit anyone else in. He's like, do you close in the middle of the day? And he's like, yeah. And you could start to see the wheels turning. And he's like, why? And I was like, yeah, why? I actually do a middle of the day shift on like a Wednesday. It's like one of my favorite shifts. I get the morning off. I get the afternoon off. It's a great time.

[00:06:08] And well, I say off, I coach either side of it. But, and I was like, yeah, why? Like name another business that's doing that. Your outgoings for rent, for utilities, all those marketing costs are all essentially the same, but you have this chunk in the middle of the day where we've just made this assumption that people aren't free to come in. But. Well, and don't you think it actually comes from the fact that for a one doc office or

[00:06:34] even a two doc office to hold energy that entire time for patient care with no backend meetings and organization, that's a long shift. It is. But if you're running a scaled office. Right. Scaled office. Why are you close in the middle of the day? Correct. I hear you. But I think that's the thought process is like to sprint for three hours for. And then have a little breather. Yes. Yeah. Yeah. A hundred percent.

[00:07:02] But then like when you hit that point of scale and you bring on multiple associates and you're like, you're just maintaining what, you know, a design that was built for a single doc office or even, you know, maybe a two DC office. But when you're at the stage, you know, I've got three associates. So four, including myself, um, we'll bring on another one at the end of the year. There's, there's three hours in the middle of the day that is an untapped resource. And if people are available to come in at 10 AM or 11 AM, they can sure as heck come

[00:07:32] in at 12 PM, um, in the middle of the day. So we, there's a bunch of bad habits that we've inherited or, um, that we don't leave behind when our office grows and expands because that's the way it's always been done. Not because it's actually helpful from a business perspective. And if we look at that, there was funny watching everybody sort of at that round tables, like gears kind of turning in their head.

[00:08:01] Why, why are we closed in the middle of the day? That's sure. We'll close during the middle of the day for a team meeting and you know, you have your training time and all that kind of stuff. Outside of that, that's 12 hours of appointment book time that potential time that we're not utilizing. Well, and I think the bigger takeaway from that is just, there are things also that you will do at a lower volume or a smaller stage of business that are not serving you as you grow.

[00:08:29] And then the, and then the converse, like if you're applying that, I'm going to say for the build docs that are listening that they maybe are themselves with one CA, that's not good advice for you right now. You need that time. Yeah. So, so the point is that we have to stay nimble in our mind so we can entertain. Like I'm at a different season of practice now, and I may have to relearn and unlearn some

[00:08:56] of the habits that have gotten me to certain points and look outside of the chiropractic profession many times for inspiration to be creative in my business and set a new framework. Right. Yeah. Cause there are, there are plenty of guys out there that know how to do business. And the basic principles of almost any service-based business will apply to chiropractic care as well.

[00:09:22] We just need to be able to put a chiropractic spin on it. So yeah, there's some kind of great metrics out there that are not unique to chiropractic. One that we just came into the immersion, the immersion material for the remarkable business

[00:09:43] immersion this year was the LTV to CAC ratio, which, which applies to, you know, like I look after a lot of CrossFitters. I've got a lot of gym owners who are also in the circumstance where they're looking at LTV to CAC ratio for people that don't know what we're talking about. But LTV is lifetime value of a, so that's the LTV lifetime value of a customer or a patient,

[00:10:12] however you want to phrase it. And CAC is cost to acquire a customer, right? Or you can, you can say CAP, cost to acquire a patient, whatever term you want. And I think as well, I'll preface this conversation by saying that chiropractors are, and I went through this journey as well, we're traditionally kind of like scared to put like a monetary value on a person's care because it's about the person and the results.

[00:10:40] But if you can't run a sustainable business, you can't help anyone. And as a, you know, as a business owner, if your mind is in whether or not you have enough to pay the bills, that's going to distract you during a shift and you're less present to look after the people in front of you. So you have to take the practitioner hat off for a second and put the business owner hat

[00:11:06] on and go, okay, well, and this is a really important sort of understanding is what is the lifetime value of, of a client or a patient in your practice, because that dictates how much you can actually spend on marketing or how much you can actually spend on admin support or bring in, you know, like AI support. It really dictates, you know, everything you can do.

[00:11:30] And if you're having a, if you're in a circumstance where your lifetime value of a patient says, let's just pick a round number, like a thousand dollars, but it costs you $500 to bring in a patient, then you've either got to get significantly better at finding patients so that the cost to acquire them comes way down or you've got to get significantly better at retaining patients

[00:11:56] so that once they're in your office, they stay in your office and it's, it's an investment worth marketing, right? Like having this conversation doesn't reduce the amount that you care about the people under, under your hands. It just helps you understand your business better, right? Yeah. And like I said, if you can't keep the lights on, you can't help anyone. No, for sure. For sure. A number that I think most chiropractors know they need to be looking at, but few, I would

[00:12:26] say, look at it very often is even just like, what does it cost to deliver an adjustment in our office, right? And that one is imperative for you to understand. Am I going to keep the lights on? And is my ability to give raises or bonuses to myself and to my staff going to be a thing of the future or not? You know, like how many of us have had painful points in our practice where we realized, oh man, I'm giving away care.

[00:12:56] Like, yeah. Not just giving it away. It's costing me, right? Like, yes. Yes. I think just recognizing like we can wear our heart on our sleeve and want to help everyone at the end of the day, though, if it's to the detriment of the sustainability of our ability to deliver care, you know, what are we really doing? Yeah. And it's hard to maintain that passion and that fire when, you know, you're worried about your personal, like financial wellbeing.

[00:13:26] For the build docs listening out there, like I want you guys to know that nobody, well, I'll speak from my experience. Nobody who has got a business running well has always had a business running well. Would you say that's a pretty fair statement? Yes. Um, so we've all learned it. That's why we're coaches now is because we've all learned it.

[00:13:55] And, you know, the, the great thing that I love about coaching is for me personally, is that I didn't start coaching because I needed to fill, uh, you know, a hole in my pocket in terms of income because I do have a practice that's running well and providing well for my family. I started coaching because I think that this is the greatest profession in the world and I want to help more chiropractors feel that way about, about what they do and feel that

[00:14:25] way about the clinic that they're trying to build. And I, my coach is like 10, his practice is 10 minutes away from mine. And I've coached people that are 15 minutes away from my practice. And it's like, people are like, Oh, like, isn't that a conflict of interest? I'm like, why there's, there are like so many people to help. And if I can help great chiropractors, whether they're close to me or a long way away from me, they're not, we're not in competition.

[00:14:54] We can all have fantastic businesses without destabilizing one another. Yes. Yes. Yes. Because so much of the population is not utilizing chiropractic and does not understand why they need to be utilizing chiropractic, but they're looking for it at the same time. They just don't know it's chiropractic. So yeah, I agree with you that there really is no reason to ever feel like there's competition. It's generally, I actually think the more of the messages out in the marketplace, it helps everybody.

[00:15:24] So yeah. Yeah. And it's like, you know, I've had gym owners who are patients and they had a gym moving around the court, like opening up around the corner and they're like nervous. And I'm like, listen, you're not going to lose any clients that want to stick with you. What is going to happen is that more people are going to be interested in fitness in the area and they may choose you. They may choose a different gym. And, you know, if we've all got great clinics all around us, if everybody's appointment books are full, then that means that we're doing a great job looking after our community. Yeah.

[00:15:54] You know, I guess here's another thing about being a business owner is just support other business owners, whether they're chiropractors or physiotherapists or massage therapists or whatever. We're all out there to help people. Like we're not in competition with one another. And the more you help their business, the more they'll help you. That's the attitude that I've always taken into. I think, you know, as we've been kind of bouncing around, you think about running a business and growing a business.

[00:16:24] And I loved when Dr. Franson had said like the natural state of a healthy business is growth. And that really kind of hit me between the eyes of like, oh yeah, like actually we should always be growing. Right. And versus like this kind of lag. Oh, we'll grow and then we'll lag and maybe decide if we really want to grow again. And because that was when I was building it all essentially on myself and maybe a couple of key people versus like a much more collective operation.

[00:16:49] Um, but I think part of doing business well is knowing that you're going to rely on both equal parts left brain and right brain. Like you need that expansive kind of possibility thinking to like be crazy enough to go after certain things, knowing that it's going to be a transformation for you, your team, et cetera. And that's the generally as the CEOs or the owners, we are typically somewhat wired for that.

[00:17:21] And then we also need the part that wants to see our business and look underneath the covers and see like the stats and the numbers and understand and really get nerdy about like, okay, this part of my business fits into this part of my business. And when I work on this, it's going to down the stream, change this other piece. And again, I think that's where many of us haven't, we tell ourselves we don't have the time to know that because we're so enmeshed in patient care that we've just forgotten about

[00:17:50] doing some of that work, but that can be so fruitful, especially when you don't want to build it all on yourself anymore. Yeah. And I think you, again, coming back from the CEO summit is one of the, one of the recurring themes was having your team right. Right. And in, in coaching, we always talk about the six sides of the Rubik's cube. This one has never been sort of messed with. That's why it's perfect.

[00:18:19] But, you know. Can you do it really quick, Andrew? No, no, no, no, I'm not. I'll ruin it a hundred percent. I will. But one of the six sides is team. And it is often one that everyone struggles with, you know, and, and I'm that great sort of expansive, like vision guy. I am not your spreadsheet guy, but a clinic and a successful business needs both. And so if, if you can't, you know, I'm here happy sticking with my, with my visionary stuff.

[00:18:49] I'm going to hire somebody to do the stuff that I'm going to hire the anti me basically is, is what I need from a COO or a practice manager is to be the opposite of me so that they can keep me accountable to the procedures that I actually set because I'm a little bit of a rule breaker and my practice manager will a hundred percent back me up on that one. Don't pretend like you're, there's a little rule breaker in you. Oh, for sure.

[00:19:20] Yeah. You've got to have that team to offset it because those systems and procedures are there to help you actually look after your patients. But I, most Kairos, most, at least most owners are like, Hey, let's push the boundaries a little bit here. Yeah. And the practice manager or the office manager is like, no, you don't come back, come back to reality. And also here's the spreadsheets and here's the, you know, and you go, okay, cool. That's good information for me.

[00:19:47] So I guess the other takeaway is you've got to hire the right team. Otherwise your business is going nowhere. Yes. Yeah. There's so many pieces of this business. Just like, I mean, there's so many elements of the art when we're talking about learning to adjust and assess and the amount of force you're going to put in. Like there's just so many layers to what you're learning. And I think business can be artful as well, where you're really learning how to put this recipe together.

[00:20:13] I think a plug here would be just when you're thinking about, did I make it to a technique seminar this year? Have I brought my team to some philosophy? Like, have you guys all learned about doing the business of chiropractic together? And if you, if that's an area that, you know, you're like, gosh, you know, I love chiropractic. I have a great set of hands. I'm delivering the goods, but my business hasn't grown. It's like, maybe this is the side that you need to really focus in on, which, you know,

[00:20:42] the benefits will pay off down the road, but you got to get yourself to either some coaching or some seminars and we'd love to invite you to ours, whether that's in Australia or in the US. We've got one coming up in October here. But if you're like me, you sat in that room that first time and you're like, oof, okay, there's a lot to learn here. And I had no idea. Yeah. Yeah. You get the realization. You're like, I suck at this. And you know what? That's one of the most helpful realizations to have.

[00:21:10] I think for me, I'm sure I've said this on one of our podcasts before, but the best thing about an immersion as a business owner is when you're stuck, you often don't know how to unstick yourself because that's why you're stuck. Right? If you had the expertise and the knowledge, you would unstick yourself. Let's help. Yeah. Like, man, mic drop.

[00:21:38] That's the reality, right? And you kind of sit there and you're like, I'm stuck. I know I'm stuck. The stats aren't moving. Like we're not hitting that natural state of a business being growth. I don't know what else to do. That's why you have coaches. But also like every time I go to an immersion, even when I'm emceeing or I'm speaking now, I still come away with a to-do list from other coaches where I go, yes, that's what I need to do to move my business and my practice forward.

[00:22:07] And it's like, it's about getting, like we talked about, it's about getting in the room with people that know how to do things better than you so that you can learn how to do things better. And yeah, like you said, oh, have I been to a philosophy seminar this year? Have I been to a technique seminar? Have I been to a business seminar or like even just our next immersion is a remarkable practice immersion, which is about, you know, conversion and retention primarily of patients.

[00:22:39] That there are massive implications for your business on conversion and retention. In fact, I would say that retention is probably like the million dollar, the million dollar button that nobody seems to be able to crack. And guys, you know, here's another plug for the immersion. If you're struggling with retention, if your patients are dropping off and that sucked because it means that they miss all of the cool stuff about chiropractic care that happens under

[00:23:05] long-term care, if you're not getting patients to that, come to the immersion guys, because you know, you can only help the people that you retain and also your business thrives on retention. That's how you get your lifetime value of a patient up is retention. So good. Yes. Yes. I mean, there's so much here. We thus go back and listen to all the episodes that I'm really focused around team and building

[00:23:32] and your business, but also a plug for the other podcast, the CEO podcast from Dr. Pete and Dr. Steven. You want to go deeper in your business, just start to listen to that every morning when you're driving to the office as well. That's why we exist as an organization is to help chiropractors grow their business and do it from a place of them growing from an aligned place. Like, what do you actually want your practice to look like as part of your remarkable life,

[00:24:00] not in place of it so that you can create? I think that's what chiropractic really needs. We have to do it from a strong foundation. Like we've talked about in the last three episodes, but also like if more of us could geek out on the business and keep the heart of it in integrity, chiropractic would be stewarded well into the future. Well, like if you want a good business, it has to have a good product, right? So you're not going to have a good clinic where the art and the philosophy and the science

[00:24:29] suck, right? And, you know, plug for Dr. Pete and Dr. Steve, you know, these are the guys that, you know, lead from the front with the remarkable practice, but, and you might think, boy, they know everything, but they never stopped learning either and they never stopped teaching us what they learn. But the coaches are getting coached. They're out there learning from other people who have moved businesses further and further forward.

[00:24:58] And, and I think that that's really a tremendous point of integrity when you look at them as business leaders is coaches getting coached. Yeah, they know their stuff. So if you're at that scale point and you're not listening to the remarkable CEO, you're probably leaving money on the table. All right. Call the action. If you want to make it to one of the immersions, please reach out to Dr.

[00:25:25] Andrew or myself and we will get you on a golden ticket or to come check out one of the immersions, whether in Australia or in the US, we'd love to have you as our guest. Yeah. We're happy to help you out with a golden ticket, which I think is about what, like $1,500 value. So like, if you just reach out to us, we'll hook you up. We want as many people bums on seats as we can, because the more we help the profession, the more the profession helps the world. Yeah.

[00:25:54] My other call to action on this is if you haven't looked at your LTV to CAC ratio that we talked about, if you don't know how much it costs you to acquire a new client. And I'm not just talking about a new patient that comes in and then they don't start care. I'm talking about how much does it actually cost you to get somebody to start care.

[00:26:15] And you also don't know how to put a dollar figure on an LTV. They are, if you want to keep your business open, they are some of the most important stats to know, as well as, like you mentioned, actually knowing how much it costs you to adjust somebody. Figure those out. And again, if you're struggling with that, reach out to us.

[00:26:41] We're more than happy to kind of give you a quick little guide and sit down with you and, and, you know, via Zoom even and just go, look, this is what you're looking at. Because again, if your business sucks, you're, you're not helping anyone. We've got to keep those lights on and we've, so we can keep those nervous systems on. And that sounds good. All right, Andrew, I will see you next week. Will indeed. Hey everyone, please listen in.

[00:27:07] For this next bonus interview of one of our remarkable success partners. They all help us help more people find the benefits of chiropractic. So listen on. Hey everyone, we've got James Chester from Blue Rhino here. Very excited to have him on. Looking forward to having him down under at our immersion in another very short time. So welcome to the floor, James Chester from Blue Rhino.

[00:27:34] So to start with James, I know that your, your business with Ryan is around marketing, particularly the AI part of it. So can you let me know, just let our listeners know, how did you come to partner with Ryan and what is the service that you offer our chiropractic clients? Appreciate you having me on Mal. I'm really looking forward to linking arms with the TRP community and helping serve more docs with our services.

[00:28:02] But talking about Ryan a little bit, and then I'll give a quick backstory on me. And then I'll say how we kind of started working together, but yeah. And why I believe it's effective. Ryan Hummel, he's my partner, 20 year chiropractor, succeeded heavily with figuring out how to grow digital marketing. And he did that for his practice. And then he had a bunch of friends reach out and ask him how he was doing it. So he started running their ads for them.

[00:28:30] He started studying with Russell Brunson, who is the guy that, that created the click funnels. So anyways, Ryan became a marketing architect and he started to realize that the things he was doing could help more docs. He reached out to me about a year and a half ago and he knows that I run Cairo hustle and I have a big podcast and travel around the world and all these things. And he's like, Hey, I want to find a good partner.

[00:28:59] And he said, I think you'd be a great partner for me. And I was like, well, show me what you're doing. And then I saw what he was doing and his designs of what he was doing for ads. And I said, well, can I give you some insight on what I think we should do? Anyways, we married together this business called Blue Rhino AI.

[00:29:19] And really what we do is we mine data with our ad sets and we discover what's performing the best on what particular day with what particular ad spend. So we've learned how to navigate not only building creative ad that works because there's a lot of people out there that are agency models.

[00:29:39] But what we actually do is we audit what's happening every day and we get a chance to give a real live snapshot of how and what is performing and what is not. Anyways, I think that working with the TRP offices, I believe that we're a multiplier for people that need help.

[00:30:01] And I think that when people connect with me, whether it's coaches in the TRP community or the clients in the TRP community, you guys are just going to see that we run a different model. Yeah. So working with Ryan, doing Blue Rhino, it's been a whole lot of fun and we're just looking to help more of the people in the group. Yeah. So you mentioned about agencies and I know this is something that has boomed over the last six, seven years, particularly for the agency model.

[00:30:28] So you have mentioned briefly about how Blue Rhino AI marketing is very different to the agencies. Can you explore that a little bit more? Yeah. Yeah. Just the model that people should know about. It's a setup fee. You're probably never going to get away from not doing that with an agency. We do that. A management fee. You're probably never going to get away from having an agency that works with you that doesn't charge a management fee. And then ad spend.

[00:30:58] They're the three like people at the table when it comes to running a campaign. And the real part that matters is that middle ground, is that people that manage it, running it in the middle ground and what they're doing. Before anybody works with us, we give them a 13 page detailed analysis of where their strengths, weaknesses, and opportunities are in their community. Who their greatest competition is. Who else is running marketing like them. Who is nothing like them.

[00:31:28] Who has the most reviews. We look at everything that does that character makeup of that practice. And then we tell them exactly what it would take for us to help them. What their demographics are. And then we go look for those exact people with the way that we look at the data that we put the ads towards. So it's the creative that makes us different. It's the audience that makes us look different. And the last thing. We hyper qualify these people.

[00:31:54] So a lot of agencies will tell you that they can get you a lot of leads. And a lot of, you know, I guess, action through the funnel or whatever it is. Prospects. 85% of the people that hit our funnels show up to that office. So it's a hyper pre-qualified client. And most of them, you'd be lucky if 50% of the people from an ad monthly would show up to your office.

[00:32:24] So it's all one in that middle ground. And I think that that's what I told Ryan that we had to win. Is that middle ground to make us different from all the other people. Yeah. And I think everybody needs what we do. They just don't know we exist yet. That's going to be different after this, right? So is that middle ground? Because I know that a lot of marketers are looking at, you know, oh, it's amazing. We're getting cost per click, cost per lead, what they call a lead, which we call a prospect. Which is people are raising their hand, showing they're interested.

[00:32:52] But getting that from that to a, like we're looking at a cost per acquisition to get someone to convert. So the more people you have who are pre-qualified, the better bang for your buck you're going to get every single time. Well, it's not going to burn out the office by seeing a bunch of people and having no conversions. Yes. And what I found also is when the doc is really clear on what their offer is, it's so easy for them to convert these people that come through our funnels. Yes. So yeah, and that's where you guys come in.

[00:33:22] You know, you make sure that people know what they're doing when they show up. Yes. So it's a dual agenda. You guys get a chance to make sure that that coach becomes super successful and profitable. And we get a chance to make sure that that person's seeing enough people coming through the doors in order to do so. Exactly. So yeah, I mean, as we were talking earlier about how TRP turns the rowboat into the battleship and you need that battleship.

[00:33:49] And then it's all a matter of then getting the right people through the front door so that you can actually convert them into the chiropractic lifestyle over time. I love the way you're doing the analysis and making sure that people are getting their ideal part. And how does that ongoing work? You know, you said on a daily basis, you're looking at what's working, what's not working because speed of action is so important in this space.

[00:34:14] We do something also different that I didn't mention is we create anywhere between 25 to 35 pieces of content before we deploy our ads. Yes. So we're above industry standard because most agencies are putting out possibly three pieces of creative.

[00:34:34] So we look at deploying this creative into the marketplace and sees what actually gets attention and what gets more priority from the news feed or from the scroll feed. And whatever gets more priority, we know which one's getting the priority and we put that one in to get more reps. So we put more money behind it. So we find out which one is working and they will tell us which one is performing best.

[00:35:00] And then we're like, okay, it's like, to me, it's like day trading traffic. We find out which ones are performing. We're just like, okay, that one's performing good. Put more money into it. So we ride that until that creative starts to get sleepy. And then we find the next piece of creative that's performing well. Boom. And now you have like the next threshold there. So you're constantly adapting and changing depending on what's happening through the marketing. It's a new model. It really is a new model. Yeah. Yeah.

[00:35:29] And I think people are looking for this. Of course. Yeah. People are, I mean, it's a big space. It's an area of chiropractic practice. The question we get asked for a lot of our, particularly our new coaching clients is how do we get more people? How do we get more new people? How do we get more new patients? So having some science behind it, the data and having, getting quality, qualified, pre-qualified to a degree that the ideal clients coming in is going to make all the difference. It saves with the churn.

[00:35:59] It saves with the hours worked. It's more value creation rather than a clock and hours on your time clock. You're actually getting people that want to come in and stay. And I think that really that's the golden goose of marketing. Anybody can say that they get great numbers, but if people don't come in and they want to stay, it's not real effective marketing. No, no. I mean, practices are built on retention, but they have to start on attractions.

[00:36:27] You have to get people in the front door and then keep them. So the better qualified, the better. So who are the people that you love to serve? What style of practice is your sweet spot of people that you love to serve? Good question. We have a couple different offerings that we do. We have a chiropractic facing program that we have. We also have what we call the joint health package, which is a package that's more for rehab based clinics.

[00:36:54] And I think between those two, we have two lanes. I like whoever wants to work with us, number one, because I know I can help them. But if I had one lane to say that we get the most performance with is it's our joint health package, because not everybody is looking for a specific chiropractic solution for their health. But they are looking for somebody that can help them with elbows and knees and things of that nature and shoulders.

[00:37:24] So a lot of our clients work with us on that package, and they're actually getting more cases coming in that become better chiropractic cases because people are interested in just recovering from whatever they're dealing with. So I think just knowing who our avatar is, you're either one of two offices. You offer therapies, and you have a higher value stack of what you offer, and we use that for our artillery.

[00:37:53] Or you're a straight chiropractor, and we figure out what your offerings are, and we use that for your artillery. Whichever hunting ground we go to, we are effective with either one of those models. But I like chiropractors that want to work with us. Yes. How do people get in contact with Blue Rhino, James? You can always find me on Facebook, James Chester.

[00:38:17] If you guys want a WhatsApp, I know it's a popular thing from that side of the world, connecting with us North Americaners. But it's 720-940-8207. I'm old school. I like text messages. I like instant messages. If you want to send me an email, you can always do it at jamestechester at gmail.com. Yeah, I think there's a lot of moving pieces to this, but I want to leave with this message, Mal.

[00:38:44] What excites me about working with a remarkable practice is that we're not replacing the coaches. We're actually a multiplier for the coaches. And when TRP helps more doctors build remarkable practices, we help more people discover those practices. So I think it's just being a good steward of people's money and making it work for them and not causing them further stress with their finances.

[00:39:09] So I believe that whatever we've done, we've done something pretty special in the marketing world. And yeah, reach out to me and let us be your solution for how you grow your practice. Absolutely. So it's great to have you into the TRP family as a new success partner with us. We're very excited to let you loose on our practice and our clients so that they can help more people help more people.

[00:39:36] So always good to catch up with you, James, and looking forward to seeing you soon. Appreciate you. Thanks for having me. Thanks, TRP. Thanks for listening to this episode of Build Your Remarkable Practice podcast. Remember, what the world needs now is chiropractic. And what chiropractic needs now is more successful chiropractors. If you like the podcast, please subscribe. Share with your friends and leave us a review.

[00:40:01] And if you'd like to connect with us personally, please click the links in the show notes to schedule a call.