380 - How to Build the Practice That Needs You Less But Pays You More

[00:00:00] Optionality is like the best word for me because I talk to chiropractors all the time. They're just like, man, I love that you have this like freedom, but I could never like not see patients. And I'm like, great. You could see patients as much as you want. But right now you do not have the option to see less patients than what you're doing. I could go back and start seeing patients tomorrow if I wanted to. I just have decided that not seeing patients is what allows me to do all the things that I do.

[00:00:36] Hello and welcome to the Remarkable CEO podcast, a show dedicated to chiropractors who want to transform their job into a business so that they can have a remarkable practice as part of a remarkable life, not instead of one. With your hosts, Dr. Pete Camiolo and Dr. Stephen Franson.

[00:01:01] What's up, Remarkables? Welcome to another episode of the Remarkable CEO podcast, chiropractic's number one business podcast. I'm Dr. Stephen Franson and I'm here with a great friend of mine and a longtime client and success partner, Dr. Nick Silveri. What's up, Dr. Nick? What's going on, Doc? Hey, man, I'm excited. I saw you in my calendar today. I'm like, yes. Yes, I'm going to have a CEO conversation with a real CEO. So this is not going to be a commercial for leverage media. Wink, wink.

[00:01:31] You know, so, of course, we want to promote Nick's awesome marketing company because he's done a lot of great work for a lot of the Remarkable Practice clients. So, of course, we're going to lean in there a little bit, but I want to Nick's got a great story. So Nick's accomplished a few things that I think a lot of you listening, these are aspirational things. You're talking to a guy who's done it, right, which is really, really awesome. Love Nick as a person. He's a great friend. He's a great chiropractor. He's got a real heart for chiropractic and for our mission.

[00:01:59] Great family man now. He's got a couple of kiddos. That's kind of new since the last time I think you were on the show, Nick. But I'd love to really to just peel it all the way back and talk about the story of how you went from this owner-operator to a CEO of your chiropractic practice to creating such not just scalability but durability, which is what everybody wants but nobody talks about, right? So scalability is being able to leverage systems and people to be able to make sure you don't have to do everything yourself.

[00:02:25] And durability means that you can actually deliver all that value in your absence, right? So that's the tricky part, right? And that's what creates optionality, right? So if you ask me one word for success, I would tell you right now in my life it's optionality, which is being able to choose how you spend your time, energy, focus, and your money, right? So not to mention your talent. What's the highest and best use of my time, energy, focus, and talent?

[00:02:49] And you've created a second business. So you now have two seven-figure successful businesses, CEO of both of them. So let's have a CEO conversation. Dr. Nick. Love it. Love it. I'm excited about it. All right. Quick backstory. Let's, in your self-deprecating humor way, tell me about your history as a chiropractor and how did you arrive at the fact that, you know, hey, I think I'm called to do something to a next level. Yeah, I do have, I don't want to waste time on it because it takes like five minutes to tell,

[00:03:19] but I do have the funniest how I became a chiropractor story for another podcast. But it's just like the most self-deprecating, like dumbest way that somebody becomes a chiropractor. And like now I'm living this life because of this like one chance encounter. But anyway, so I graduated. I always wanted to go back to where I grew up, which was right outside of Austin, Texas.

[00:03:46] And but my dad lives in Springfield, Illinois. And so I was like, oh, this is my last chance. I need to learn the business from somebody. So I need to like go work for someone for a year. I might as well do that in Springfield. And then I'll take what I learned and go move to Texas. Well, the guy that I worked for, he put me in a satellite clinic. He didn't want to do it anymore. So he sold it to me. Great deal. Taught me a lot. It was just like a one room office for a town of 4,500 people.

[00:04:14] And I just like learned how to like adjust, be a chiropractor. I made enough money for me to live on. It was, but I also thought I was a business genius because I made $12,000 and I spent $2,000. And I'm like, oh my God, this is the most money anyone could ever make. So then I decided to start a second practice from scratch in Springfield where I'm, where I lived at.

[00:04:35] And I think it was within, it was within a year and a half that I had given myself a heart attack by the age of 30 because of the stress of like robbing for Peter to pay Paul. Because I did not know anything about like starting a chiropractic office from scratch with like immense competition in my town. So then I had to figure that out, you know, so that in the solution, let me interrupt you here. Oh yeah, go ahead.

[00:05:01] You just used a phrase that everybody uses, which is you gave myself a heart attack. You literally gave yourself a heart attack, right? It wasn't like, oh, I was stressed out and I thought I was having a heart attack. You actually had a heart attack. Yeah. So when I was laying in the hospital, I'm like, this isn't the answer. Like me doing all of the, I need to like sell one of them, sell both of them. I don't know, like go like teach. I'd have to learn how to be a surfer to teach surf, you know, somewhere.

[00:05:30] But go be relaxed somewhere, you know, because stress is not helping you. So anyway, I stumbled across an associate program and I was like, that is the answer. Like getting associates to do the chiropractic part of it, because I like the business part of it. Like I like the marketing side, obviously. I like running the business. I like money and metrics and all of that. I didn't love being in the room every day, having to be there.

[00:05:58] Like optionality is like the best word for me, because I talk to chiropractors all the time. They're just like, man, I love that you have this like freedom, but I could never like not see patients. And I'm like, great, you could see patients as much as you want. But right now you do not have the option to see less patients than what you're doing. I could go back and start seeing patients tomorrow if I wanted to. I just have decided that not seeing patients is what allows me to do all the things that I do.

[00:06:27] So Nick, please, because this is such a limiting belief right now. So, you know, people approach me all the time and they're like, Franzen, you've got that remarkable CEO program. How you go from being an owner operator to CEO. And it's really interesting. And then they hit me with the big butt. But I love taking care of patients. I love clinical care. I would never want to stop seeing patients. And that's like the limiting belief out there. I'm like, so what? Why are those two related? And at the end of the day, it's what you just said.

[00:06:56] There's a big difference between having to see patients and getting to see patients, right? So, you know, I personally, I was the CEO of my practice. I had multiple, multiple associate doctors, but I never stopped adjusting. I never stopped clinical care. That was what I, optionality is the word. I get to choose what's the highest and best use of my time, energy, focus, and talent. And that was something that for me, I never wanted to stop adjusting. I never wanted to stop clinical care because it energized me for all the other stuff that I had to do, right? So to speak.

[00:07:26] So you and I are on both ends of a, or on opposite ends of the same spectrum and none of it's right or wrong. It's just reality of optionality. You get to choose what to do with your time, energy, focus. So I'm glad you brought that up because you could either say, if I never adjust the person again, never again, I love the business piece of it and I want to be able to grow the business and that's how I'm going to impact more humans. Or you know what? I would love to be able to free myself up so I could actually focus on clinical care and still have a business that runs in my absence.

[00:07:56] Right. What's funny is I basically do the chiropractic adjusting version of leverage media. Like my role in the company is to be the like person that it's the, the, the, the coaching calls with clients, the story branding, the website development, like all of the things, like all the onboarding, the sales process, like the day one, day two delivery of service, like all of those things. Things I am in it in love.

[00:08:24] I work harder now than I did at the peak of my adjusting in chiropractic. But for me, it's freedom of location. Like I did not like having to go into the same room in Springfield, Illinois every day. I don't mind being on a zoom call half a block away from central park. Like I am right now for six weeks in Italy at my home. Like, however I want to do it, I can do it because everything I do is done remotely now for leverage media.

[00:08:53] I don't have to be in one place. And when I'm done with my two hour block of calls for that day, I can like go take the kids to the park. And all right. So that's what our listeners want to hear about. It's like, how, like, how do you make that happen? So you are a owner operator chiropractor is like, hold on now. This is, you know, this is not in line with my core values. This is not my vision story. I'm stressed out. I do want to make an impact, but it doesn't have to be, I don't want to, I want to go from labor to leader, right? So I'm going to hire associate doctors. And isn't that a piece of cake?

[00:09:23] You just started hiring doctors, right? Instead of you being there, you just hired chiropractors. How did that go? It did not go well in the beginning. My first associate was technically wasn't an associate because we like, I sold him the practice with like a profit share. Like he didn't like give me any money, but so it was basically an associateship just like with some like contract that didn't matter. But he was like selling equipment on eBay out there.

[00:09:50] Like he was taking the TVs off of the wall and like selling them. So that one did not go great. I will say that that one's got it. When I tell like that full story, people are just like, what? Like, that's a thing? Like, yeah, it was wild. My second associate though, was a, also a total disaster on my part. Think, I don't know how he like decided to stick around for the first. Year or two, because like, I didn't know what I was doing. He didn't know what he was doing. It was, it was not fantastic.

[00:10:20] He's been with me for 16 years now. Awesome. And you know, like, and is just like the best, you know? And I pace high patience, high compliance. High patience for sure. You know what I mean? But, but yeah, like I just, my whole thing is you have to start doing whatever.

[00:10:40] Like I'm very much like at the time, for example, I had two offices and I, I lived in the shitty apartment complex that was next door to my office. And it was a one bedroom. I slept on the floor. I like the mattress was on the floor. Yeah. I just didn't, I don't care. Like I'll, I'll like personally, I would live in the office. If not, like, I just don't care. Like, I don't care where I lay my head.

[00:11:07] But so I was, I was very much like, I'm willing to push these chips in and take less money personally. Now I didn't have a family, so it didn't really matter. Right. It was just me. I could go down to zero if I needed to. Like, I'm just like a natural gambler. Like, you know, just like the way my brain works. And I always bet on myself. Like, I always think I'll be able to figure it out.

[00:11:30] And so hiring the associate was, has every one I've ever hired is always like, I know that I can make more net net if I hire this person than if I don't. Because otherwise, like, why would you hire them? Right. You know? But the first one going from zero to one is always the hardest. Once you've done one, then two is easier. By the time you're at 10, you know, you've had dozens. And you have rock stars. Like, I've had them as clients. I have them as clients now.

[00:11:58] And it's just like, you know, like you get better and better. I'm sure you had some duds along the way. But you can't get to 20 associates or however many you had without doing number one, two, five, seven, 12. You know? The first 20 were rough. The next 20 were easier. There you go. All right. So there was an inflection point for you because I see what you have created now. Talk to me about, like, what are some of the key changes that you've made? You had associate doctors. You had scaled.

[00:12:27] In other words, you hired other people to do the work. But you had not optimized that. What was the difference? What are the one, two, three things that you did differently to really optimize it? Because it's very, very common for people like, I hired an associate doctor. This place is, you know, I guess busier. There's a lot of particle movement. It's more complex. It's more expensive for sure. And it's less profitable. Like, where's the profit? Like, what are some of the, you know, a couple of key things that were an inflection point for you?

[00:12:55] One of my superpowers is just, like, honesty with myself. Like, in my own brain, I'm not lying to myself. Like, I know what I'm good at, what I'm not good at. And I'm just, like, not afraid to move in a direction away from the thing that I'm bad at. And I am so bad at putting, like, the doctor hat on, then off, then the business hat, then back to the doctor hat. And, like, I was so bad.

[00:13:22] That's what caused all that stress because I just didn't know enough about the business side of it. And, like, I get a whiplash. Yeah. And I was, like, I have to get rid of one of these. I have to, like, so when I hired my first associate, it was just the two of us. And I had my own bad habits because I was just kind of, like, making it up as I went along. But I'm, you know, like, I feel like I'm charismatic. I'm a good salesperson. I can kind of fake it until I make it. But he's not me. Like, he's a different personality type than I am.

[00:13:51] And so, like, me being, like, well, yeah, you just, like, you know, you just talk to the person and you tell them what they need. Do, like, watch me. Be me. Watch me for this one day and then, like, just do that for the rest of it. You got it? Good. Good, good. And, but it was, so then it was the two of us doing it poorly. And he was getting bad habits from me without, like, the same skill set. You know what I mean? Without the core strength. Yeah. He has a different skill set, right?

[00:14:19] And so I realized, I'm, like, I have to get out of this completely. I have to, like, stop being the person who's in the office. So the second associate was the real unlock for me because I hired him on January 1st. And by July 1st was the plan to, like, take, I took no new patients after January 1st. The two of them got all the new patients. And then I got all my patients into wellness care. And then I passed them off to one or the other. But then I was, because that was what I told myself.

[00:14:48] I was like, I think I was paying him, like, somewhere between 25 and 30% of what he brought in. I was like, if I can just grow this practice 25%, I'll do none of the work. And in terms of, like, seeing the patients. And I'll still make the same amount of money. And then I'll be in a better position to, like, do the next 25%. Yeah. And that allowed me to start going out and doing lunch and learns, spinal screenings, networking. Like, it just freed me up.

[00:15:17] Now, for the first six, maybe not six months, but for the first, like, three months or so of, like, doing less and less, I kind of just, like, hid in my office. I was just kind of, like, unsure of what I was, I almost felt guilty that I was, like, not doing the stuff. Yeah. That I was doing, you know what I mean? So I'd be like, I'm busy back here working on things, you know. But once I got into the rhythm of, like, okay, I'm here to provide them new patients.

[00:15:45] And back then, like, we didn't, like, Facebook wasn't really a thing. We hadn't started creating content yet. So it was a lot of, like, just boots on the ground, external marketing. And, you know, we grew. We grew 27% that year. We grew 30% the next year. We moved into the facility we have now, which is 5,500 square feet. We added eight weeks of wellness, which is like a whole multi. We don't do that anymore, but we still have all the space for it and a lot of the services.

[00:16:14] But the getting rid of the part that was, like, giving me the stress, which was seeing patients. And it wasn't so much the chiropractic. If that's all I did, I would have loved it. But it's like I couldn't do both. You know, I had to pick one. And I'm like, they make schools to teach people how to do this stuff. So it's like, let's hire the people to do that. And then I'll go do the thing that I think I'm, like, better at than the average bear. That's right. All right.

[00:16:42] So before we go deep into leverage media, because, you know, there was – you were freeing yourself up to – for your next chapter, your next act, your next build, right? So it was really just why I could, like, go live in a different place. My goal was to – my goal was to go live in, like, Italy for three months, come back, check in on the office for two weeks, go live in New York for three months. And so anyway, I – 100%. All right. Hey, Doc. Dr. Stephen Franson here.

[00:17:10] If you're like me, you know that we're in the business of saving lives. And when business is good, everybody wins. That's the good news. But here's the bad news. Most chiropractors don't own a business at all. They own a job. It's a job they love, but it's a job. And far too often, it feels like that job owns them. Is this true for you? Do you own a business or a job? Have you built and do you run your practice on brute force?

[00:17:38] Does it rely fully on your time, your effort, a pound of your flesh? Are you responsible for all growth, for all new patient generation? How about new patient conversions? Is it all up to you? How about patient care and delivery? Are you a sole practitioner, an owner-operator who owns the practice, but is also the only one that is head down and bum up, taking care of all the patients? Is revenue generation or collections all up to you?

[00:18:06] Let me ask you the most telling question. Doc, what would happen if you took 90 days off? What breaks? In my experience, most on-purpose chiropractors do not lay awake at night worrying about their practice. They worry about their business. Let's slay that dragon. The Remarkable CEO program has helped hundreds of chiropractors, just like you, turn the job that they love into the business that they've always wanted.

[00:18:31] Are you ready to run and build your practice on leverage instead of brute force? Do you want to create the scalability and durability that will allow you to make a bigger impact and a bigger income? What would it mean to grow your practice, increase your productivity, and your profitability? Do you want to get your time freedom back? Are you ready to turn your pirate ship into a battleship? If this sounds like you, then the Remarkable CEO program is for you.

[00:18:56] Just last year, 53 of our Remarkable clients received the 7-Figure Club Award, meaning they hit the million-dollar mark for the first time or their next million-dollar level. Be it 2 million, 3 million, 10 million, up to 36 million and growing. Now, Doc, is it crazy to imagine that your practice could be next? Slick the link below and learn how to apply for the next cohort of the Remarkable CEO program.

[00:19:20] We look forward to working closely with you in creating the business that supports your Remarkable life, not competes with it. So, as a fellow entrepreneur, we have a lot of traits in common, right? So, one thing that I know to be true for almost every new entrepreneur is that we're control freaks, right? So, it's just like, and that control can, you know, keep us from letting go of things, which makes it hard to, like, create durability and optionality. Because you're like, oh, you know, I got to keep my hands all over this, you know?

[00:19:50] And what we found is that the root of that is really, it's not that you want control. It's that you want visibility and you want accountability, right? So, it's like we want to be able to see that things are happening. Like, we got to know that things are happening and we want to be able to hold people accountable to doing things right, right? So, talk to me about, you're in the Remarkable CEO program, right? So, we're doing COS, chiropractic operating system, and that provides the reporting systems and meeting rhythms that you've put in place.

[00:20:17] How has that served you as far as, like, creating that freedom that says, okay, I can go to Italy because I've got reporting systems and meeting rhythms in place? I mean, it's, without it, I would just, I don't even know how I would do it without having the weekly meetings, my dashboards, the quarterly meetings, the annual meeting. Like, it's all set up with, like, the vision, you know, the three years out, 10 years, you know, ultimate vision.

[00:20:43] But that three-year vision, you know, gives us that North Star, put the one-year plan, you know. So, I think you say, like, better, best, I can't remember what you're doing. The now, next, and ultimate, right? So, yeah. Yeah. Yeah. One-year view with an eye on three years, right? Yeah. And just, like, making sure that they see what that looks like, what we need to do over the next year, which means, like, what do we need to do over the next 90 days? And then every week, we're checking in on those things.

[00:21:10] And again, with having two, like, totally, it's not like I have two chiropractic offices. I have one local brick-and-mortar chiropractic office, and I have one national online, you know, everyone remote employee business that's B2B instead of B2B. I mean, it's just like, it could not be more opposite. The only thing they have in common is industry, right? Exactly.

[00:21:32] So, you know, you're seeing patients in one chiropractic office, and then your clients or your customers are chiropractors who are also seeing patients, right? So, overlap inside as a marketing agency. So, you know, being data-driven, I think, is probably the most important thing to create that scalability and durability, right? So, how has that changed for you, like, being able to get that information to you in a way that you're like, okay, I know what's going on?

[00:22:00] Because you talk about, like, I haven't been in the clinic, and I haven't been to my practice in a month. I haven't been to my practice in six weeks, right? So, how is that possible? You know, it's because of the meetings and because of the data. Like, before, like, when I was in the office. And your meetings are virtual, right? So, it's like. Yeah, I do the quarterly meetings. So, that's when I'm in the office is I'm in there quarterly. And it didn't start that way. Like, I moved to Chicago after I'd been out of seeing patients for maybe, like, five years.

[00:22:28] And, but then I met my wife and she has to be in Chicago. So, I moved there. And it's like I used to go for a full week. Then it was, like, two days a week. Then it was once a month. Now, it's once a quarter with the kids. You know, it's hard to get away. But to be honest, it's like every time I do less in the office, the office grows, which is, you know, I don't know what that says about me. But no, that's incredible. It works out great, you know. So, the data, though, when I was in the office, there were a lot of stories.

[00:22:57] There were a lot of, like, oh, well, this person, you know, they live 10 miles away instead of nine miles away. And, like, there was always, like, we had to go through, like, a litany of excuses why this person, like, dropped out or didn't start or whatever. Now, it's just, like, the numbers are the numbers. Like, I don't even know the people's names. Like, even if they told me, like, this person did that, it wouldn't mean anything to me, you know. So, now it has been, because of that, they respond to it differently.

[00:23:24] They know that there aren't going to be the excuses that used to probably fly when I was sitting there. I mean, I'd be like, oh, yeah, I could kind of see it. I'm very, like, understanding. Like, if somebody tells me something and I'm saying, yeah, that's a good argument. You know what I mean? It's not that you're discompassionate. It's just you're not attached to the story and the situation. You can be objective, right? Yeah. And so, they don't even, like, worry. We don't even talk about the individual names of peoples or situations. It is, it is this. These were the visit numbers.

[00:23:53] This is PVA. This is lifetime value. This is cost of acquisition. Like, these are the numbers that we are working with and, you know, conversion numbers and retention numbers. And it's, like, it's just the language of TRP. Like, my, I never, I was not in TRP when I stopped seeing patients. So, it's, like, I can't even coach my own associates on, like, the process and the procedures of the office.

[00:24:18] So, I have, you know, I have Malcolm who coaches the associates because they need the coaching. They need the, like, I get the CEO coaching and I do it, you know, for me. But they need support. They need training on these things to help them get the success that I'm asking them to achieve. So, it's great. Yeah, I appreciate that. It's a great program. Something else we have in common is the word leverage, right? So, we both love that word.

[00:24:44] And as CEOs, as entrepreneurs, as business owners, we have got to constantly be looking for leverage, right? It's, like, you have to literally have your eyes wide open, always looking for leverage, right? So, it's amazing what people are spending their energy on. It's, like, no, you should be looking for leverage, right? So, I love how, you know, we, I appreciate the trust, man. It's, like, you're in, you know, I actually have the privilege of coaching you myself, right?

[00:25:11] So, you're in one of my mastermind groups in the Remarkable CEO program. But, as you said, you're leveraging the Remarkable practice to coach your associate doctors because you're, like, that's not the highest and best use of my time. And a professional coach is going to be better at it, right? So, it's, like, I can trade my money for Coach Malcolm's time, energy, focus, and talent to free up your time, energy, focus, and talent to make more money running a separate and distinct initiative. So, I appreciate that, man.

[00:25:40] They like Malcolm more than they like me. So, it's just, like, easier to hang out with. You're more forgiving, right? Yeah, you can't be a prophet in your own town. I read that somewhere. So, the data is so important. And I like to stay here because, Nick, you know how hard it is to get the data in place. Yeah. To get the data right, to get your metrics right, to get your scorecards right, get your KPIs right, your scoreboard right. It is hard. It's wicked hard, right? But it's worth it, right?

[00:26:06] And I just try to pound that drum because I see so much pain and struggle on the side of not having your data. Yeah. So much wasted opportunity. People don't even know what's possible in their business, in their practice, in their life, in their profitability. They just don't know because they just don't have their numbers. And then you see them get over that hill of that, you know, it's the simplicity on the other side of the complexity, right? So, it's like, get through the implementation. Get the data in place.

[00:26:34] And now, once you have the data, you're like, man, I don't know what I was doing before. Am I right? A hundred percent. And I also think that it, I think that the associates and the team love it as much as I do because they have visibility. They know when they're not living up to like, yeah, or they know when they had a great month, you know? Like, you can feel them. Like, you can feel the pride that they have, like, especially in the quarterly meetings because I really go through, like, all of the KPIs in that meeting.

[00:27:01] And you can feel it when somebody sets a new record and we, like, cheer them on and, like, hey, great job, you know? Yes. The newest, I've got a third associate that's been with me just over a year. And so, like, you know, I don't know, she cracked 90 or something like that a while back, visits a week. And she was just, like, so proud, you know? She couldn't wait to have that meeting. And without those numbers, you know, it's just, it's impossible. And it's not just visit numbers.

[00:27:26] It's, like, there's so many, like, custom numbers that you and TRP are really, like, teaching us, like, the importance of running a business. Like, you get amazing coaching from entrepreneur coaching programs. And then you, like, translate it into chiropractic for us, which is always super high level and exciting. It's awesome. Yeah. I mean, that data, you can't do an outcome. You do the process that drives the outcome.

[00:27:55] So, you have to be measuring the process so you can actually affect the outcome, right? So, like, it's so demoralizing if you just talk to people about the outcomes. Like, hey, just work better, longer, stronger, work harder, do more. None of that helps. In fact, it's the opposite. It's like, hey, here's the process. We can measure every step of the process. And we know we need training. We need to put more energy, right? So, or maybe that's not a step you should be doing. Let's get somebody else who's naturally awesome at it.

[00:28:20] When I do a strategy session with somebody who doesn't have even just, like, a basic understanding of their numbers, it's like, I just, I don't even, like, pitch them on our services because I'm like, I don't think this is going to work very well because you don't even know what's going on right now on things that you're, like, you're getting almost everybody through referrals. So, it's like, you should have, like, a real, and they're usually, like, smaller offices.

[00:28:49] So, I'm like, you should have a real firm understanding of, like, your numbers just because you're the only one doing it and you're in it every day. But I was like, man, it's going to be hard for you to understand what's working, what's not working with us. That's right. You just don't even have the basics down. Yeah. So, you know the expression, you can't fire a cannon from a rowboat, right? So, you guys at Leverage, you guys have built a cannon, right? So, it's a marketing cannon. And if you picture it, I think it's such a beautiful metaphor.

[00:29:15] It's like, you have this cannon and you bolt it to a battleship, right? Not to a rowboat, right? So, you cannot fire a cannon from a rowboat. And I'm sure you feel, I can hear it in you, like, you're trying to integrate Leverage Media into a practice that doesn't have infrastructure. It doesn't have an operating system. It doesn't have process, procedure, and systems. It doesn't have a team or a culture where they have meetings and trainings and data. They don't know how to integrate, right, or implement, right?

[00:29:41] And you're like, you're trying to get a better result for them. And they're not even measuring anything, right? Never mind being able to execute what you tell them to do. So, that brings us to this leverage conversation. So, you've created a seven-figure chiropractic practice that you only have to be physically present once a quarter, which is awesome, man. Nice work. And freed yourself up to create now a seven-figure marketing business, right? That actually helps more people discover chiropractic, right? So, it's like, man, this is super powerful. I love this story.

[00:30:12] And what I've watched, because I've been really close to it, I've been part of the journey, is how much quicker you built a seven-figure marketing business compared to what it took you to build a seven-figure chiropractic office, right? And it's not just because it's a different industry. It's really, it's the same industry, right? So, did the skill sets and all the learnings and the identity transition that you made from owner-operated CEO, did it translate right over to Leverage Media?

[00:30:40] And how did that change your experience of actually starting something from scratch? Well, I started it having learned. I mean, I have new lessons that this business has taught me that I had not learned when I started it. But I at least started it with, you know, with the attention of, like, not getting stuck in one place to where it's like I just kind of repeated the cycle.

[00:31:04] I probably did not do it as well as I should have, you know, because, again, when I started it, I wasn't coaching with TRP. If I'd have been coaching with you at the time, I'm sure it started a whole lot smoother than it did. But it really came out of just, like, this passion for content marketing. Because when I discovered Gary Vee for the first time, it was probably, like, 2015-ish. It resonated with me so hard. And I was just like, this is what, this is the secret to chiropractic marketing.

[00:31:34] It's like just telling, we have the truth. It's just about telling more people what it does and how it helps and blah, blah, blah. And so I just started trying to figure that out for myself. And then I was just like, man, I was in a coaching group at the time. And I was just like, I thought everybody kind of got this. I thought everybody, like, was on board with what to do and how to do it. And I could just, like, see it. And they were so bad at it.

[00:32:01] I was just like, they are not understanding, like, what the, how to do this the right way. And I just thought Gary just, like, really laid out the right way to do it. So it was more of just, like, this is what chiropractic needs. And I was just kind of, like, head down, like, running straightforward. It has evolved so much over time. You know, obviously, it's like we're coming up on our 10th year now.

[00:32:22] But, but yeah, we definitely, like, built it intentionally, much more intentionally than when I, like, just bought a random practice and then started one willy-nilly and got into a bunch of debt and, like, made a bunch of mistakes. So it's like, I guess I didn't repeat a lot of those mistakes. But, but we made some new ones along the way.

[00:32:44] Yeah, I mean, I've launched multiple, multiple businesses and I keep fascinated by how you can compress time with each iteration. Like, so you go through and it's like, and you, of course, learn from the successors and it's cliche to say, but you learn from the struggles and you learn from the failures, right? So, man, it just was like, it's, it's just don't do that again. Right? Like, I know I'm not going to do, right?

[00:33:11] The reason I gave myself a heart attack because I was just, like, having to figure out so many different things because there was not business coaching back then. Right. This was 20 years ago when I started and there was chiropractic coaching on, like, getting better at day one and day two and retention and asking for referrals. There was not, like, how to run payroll and when to pay taxes and just, like, that stuff just, like, I'm just, I do not love figuring that stuff out. Yeah.

[00:33:39] And so that was just very, I was staying up till two in the morning trying to just figure out the basics of running the business. So it's like the second time I did it, it's like I already had the infrastructure. I knew what software is to use. So that just made it so much easier so I could just focus on the product. And, you know, like running a digital marketing agency for chiropractors is not for the faint of heart. So, like, it, it, like, comes with its own set of challenges that I did not, like, in chiropractic, everyone is in a pretty good mood when they are in your practice.

[00:34:09] Doing digital marketing for chiropractors, there's always someone who is, like, not happy. Yeah. They just, like, that was not a new thing. Like, my wife is a probate attorney and, like, these people are, are, like, threatening to kill each other. Her job is, like, hard. That is 100% of her job is, like, everyone hating themselves or hating each other. She's a bouncer breaking up a fight. Yes. Chiropractic, it's like, this is a really nice job. Like, this is a nice environment to spend every day.

[00:34:37] And digital marketing for chiropractors is somewhere in between. Somewhere in between. So what, let's talk about, like, specifically what translated. Like, you became the CEO of your chiropractic business and then the CEO of this marketing agency, right? So, and it's, so much of it is that identity ascension, right, from owner-operator to CEO.

[00:34:59] Like, as you made that transition over, like, what was some of, like, your own observations of, like, yeah, this, you know, this all translates over into this role. It's, you know, when it comes down to my role as the visionary, as the CEO, there are just, there are laws of the jungle that are at play here where, regardless of the business, business is business. People are people. You have the same struggles and same challenges. What are some of the things that carried over for you?

[00:35:24] Well, I mean, I always tell people it is funny how much parallel there is between the chiropractic office and leverage. Because the, like, patients that want the silver bullet, they want the one adjustment, never have to come in again. Chiropractors deal all day long with those people and have to convince them that, like, if you want the six-pack abs, you have to, like, eat right and exercise. And if you want to live subluxation-free, you need to get adjusted. Lifetime family wellness, blah, blah, blah.

[00:35:53] And then they get on the calls with me and they're just like, what's the magic Facebook ad? You know, like, what is going to double my practice without me having to do anything? And, like, at the cheapest amount possible. So there's a lot of the same, you know, it's like I have a day one, day two process. And I, like, am focused on retention. And I'm doing re-exams. And it's, like, all the same stuff that we did in chiropractic because it's service. It's widgets. You know, it's like instead of selling adjustments, we're selling marketing services. You know, but it is the same thing.

[00:36:22] It's funny, though, that chiropractors can't see all the things that drive them nuts about patients. They can't see it in themselves. Or as coaching clients. Yeah, no, it's same, same. Instead of patients, I got coaching clients. And, you know, there's the 20-60-20 rule, which I think is just brings peace on earth for all of us. And also, it's a very, it's a wise framework or perspective to look at your business or your customer base, right? So 20-60-20 on a continuum.

[00:36:52] 20% of people, no matter what you do, no matter what you say, they're not going to start or they're not going to stay, right? And the other end of the spectrum, there's 20% of people that no matter what you do, no matter what you say, you can't screw it up. They're going to start. They're going to stay, right? It's just like you have to have the discipline as a business owner to not dismiss either ends of the spectrum, but you cannot build your business or your practice based on those two populations.

[00:37:21] You've got to recognize that 60% in the middle. It's like you've got to build your business to take that 60% in the middle and move them to the right, right? So because you're going to capture the 20 on the other end. So at least you get the 80, right? So you capture 80 that way. I'm sure you've heard some more. I've never heard you say that before. I've heard the 20-60-20 on like 20% would let the front desk adjust them and 20% would only let you ever touch them. So now the 20-60-20. 60% of the middle need the leadership. But I love that 20-60-20 on the conversion side of it.

[00:37:51] Build your business to capture that 60% in the middle because both ends of the spectrum will distract you. So if you just think about it, it's like that's insanity. Insanity lives on both ends of the spectrum. It's like just focus on the middle 60 and move them to the right. All right, Dr. Nick, just awesome, man. I appreciate your success. Any insight as to like what's hot right now? What do we need to be thinking about? Give me like one thing. Everybody's talking about AI now. Everybody's talking about search. Everybody's talking about it.

[00:38:21] Everybody's like terrified of like – I think it's just the lack of certainty and that really paralyzes people. What do they – give us some words of wisdom for a guy who's on the bleeding edge of what's going on in successfully marketing chiropractic care. I mean the only thing that has disrupted Google since I've been doing this, everyone is like, oh, duck, duck, go. It's going to change Google. Like they're so scared. No, like they had 90% of the search traffic.

[00:38:46] The only thing that has come along that has been like this is a real thing is AI search. Like they – there is just less and less people, myself included, like just the way that I use it. I chat with ChatGPT much more than I go and search for things on Google. I think sometimes it's just a habit of going to Google and searching when if I like was not just like blindly doing it, I would have done it with ChatGPT.

[00:39:14] So ChatGPT is also like the Google of these models. I am – like I am in the marketing world and I'm in the business owner world. So I hear like Claude is more important to me personally, but to the general public, it is ChatGPT. So like the things that – it's just kind of like Google and Bing. It's like I'm sure that there are Bing users, but Google matters.

[00:39:42] ChatGPT matters and then it will still work for Claude as well. But the thing that – Maybe an arms race moving forward, right? Exactly. And they're always like – they're always changing. But usually like as long as ChatGPT doesn't screw it up, for the random Joe Schmoes, they're going to – that's the thing that they're probably going to get used to using. And then once people get used to using something, they just stick with it. The nice part about Leverage Media is for 10 years we have been a content marketing agency that also does lead generation.

[00:40:10] Content marketing, video content specifically, written content on your website, optimized local search on your YouTube channel and all of the different platforms that you have, being in all these different places with valuable content, trying to establish yourself as the expert. Guess what AI wants? That. They want all the things that we help our clients with.

[00:40:34] And so like if you are listening to this and you're like, man, I am worried about like not getting recommended on ChatGPT, the answer – 80% of the answer is going to live in content and reviews. And reviews are just a different type of content. They're just a third-party piece of content. But you have got to start sharing your message with your community if you want to be the authority in that community.

[00:41:02] And if somebody else gets a first-mover advantage – because I look at these offices all the time and I look at what they're – no one is doing anything. Still, to this day, nobody is doing what they should be doing. And so you can just get started and just do the basic blocking. It's still available. We obviously make that very easy, but you could do it too. Like it is – AI is making it easier. Google and SEO were – there were specific tricks. There were technical things.

[00:41:30] There were things on the back end that could be done. And there still are those things with ChatGPT but – or with the AI models in general. But it really comes down to they are looking for things that you can't control, what people are saying about you. And the more you're in the conversation, the more you're in front of people, the more you show up, the best when somebody is searching. Because guess what they're doing? They're crawling your website, your competitor's website. They're looking at your reviews, all the stuff that works for Google.

[00:41:58] It works for ChatGPT. It's just that they are now taking into account all these other places on the internet that are important. And if you're only focused on your website or you're only focused on reviews, you're going to miss out on that. So if someone else is kind of like close to you on those two things but they're doing all these other things, they're going to be the one that gets recommended. And I think people are just going to get used to not digging much further than, okay, they recommended these three.

[00:42:27] They might then go look at your social media or go look at your website. But a lot of people are just the same way that they look at Google Maps. They're like, well, these are the three. Oh, this one has the most reviews. I'll start there. I'll call them. If they – you'd have to screw it up at that point. Yeah. You know what I mean? I mean, I think there's some laws of the jungle and I just appreciated that it's strategy versus tactics. And everybody just gets dizzy on the tactics. It's like, guys, if your strategy is, hey, you know what?

[00:42:54] I'm going to create a lot of content where I'm going to be authentic and I'm going to generate relationships because I'm going to add value. And it's just like you're going to build know, like, and trust. It's like, okay, so if your strategy is I'm going to be content marketing, I'm going to continually step forward and put that out, whether it's user-generated content, testimonials or your own stuff, long-form, short-form content. Just be putting out high-quality content. And then there'll be tactics that support it and it's the tactics that are wickedly dynamic, right?

[00:43:23] They change all the time. Don't be overwhelmed by the myriad of tactics that just keep changing all the time. It's like I think it's smart to have somebody on your team who that's what they do for a living is their expertise is in staying ahead of those and optimizing all of the content that you're creating. I love Leverage Media for that. So, you know, the big idea is it's like owners who are listening to this right now, CEOs, what we need from you is your message. What we need from you is your expertise. We need from you your heart, right? Bring your message to the marketplace.

[00:43:52] That's the strategy is content marketing. And then let the experts handle all the tactics of optimizing it and making sure that you're ubiquitous, right? So you're everywhere across all the platforms. That's not your job. Let me say it right now. That is what Leverage is all about. And that's why I love the name Leverage Media. Thanks, Dr. Neck. Appreciate you, brother. Appreciate it, man.

[00:44:12] Please stick around for more business insights from this week's bonus interview with our remarkable success partner dedicated to helping you more successfully help more people. Enjoy. All right, CEOs. So Dr. Pete here. Of course, I'm in the studio. And today I have another special guest with me today. I'm super pumped to be with Dr. Caleb Braddock. Dr. Caleb, thank you for taking the time joining me.

[00:44:37] You're a friend of Dr. Franson and myself, a great friend of TRP and an awesome success partner. So we're super pumped to have you today and in the studio. It's always good to be with you guys. Like you said, it's good to hang out with friends and talk about awesome stuff. So happy to be here. You know, in this changing marketplace, the ecosystem of chiropractic, you know, we're seeing a lot of things going on.

[00:45:00] What I love about what you do with Genesis is you preserve the principles of chiropractic so well while adding value and solving problems of the people in our communities. And you guys have done such a great job. Many of my clients who I serve as a coach who are also Genesis clients, I just I love how they speak about your company. I love how they talk about being a part of what you're doing. And I know from just my conversation with Dr. Franson as well, you know, how grateful, you know, that we are to be able to do this together.

[00:45:29] And you recently had an event and I know Dr. Franson was able to be a part of that. And you guys do some amazing things for this awesome community called chiropractic. So I want to take just a couple of minutes with you today. And first, I just want you to introduce yourself. Many of our listeners might know who you are, but, you know, there's always those people out there that are like, I don't know who Dr. Caleb Braddock is. I don't know what Genesis back in that because I don't know anything about it. So take a minute and just do a quick intro. I think it's really good. And then we've I've got a couple of questions I want to ask you about today. Dynamite. Yeah.

[00:45:58] So Caleb Braddock, I've been a chiropractor for 21 years. I practiced just north of Dallas, so north Texas area, raised on a big ranch. I'm just a country kid at heart. And and I love chiropractic and I love the principle of chiropractic. And I I've just always been very, very into that. And so ran of a relatively high volume chiropractic practice for a long period of time. And then so in the early days, decompression would have been almost sacrilegious.

[00:46:28] Like I almost would have been like, that's mixing like I can't do it. And so over time, though, the one person that I felt like I really couldn't help was a herniated disc patient. You know, I felt like I always say I felt like a little boy with a switch trying to fend off a pack of wolves. I could do it for a little bit, but eventually you're going to get bit by wolf. And so my patients were the same way. And I could keep them going for a little bit, but I would lose them to pain management and then I'd lose them to surgery.

[00:46:54] And and so one of one of my good friends and now my business partner, Dr. Chet Gleins, he's always done decompression at a high level level. He's never wanted to see a thousand people a week in a chiropractic office. And so we got together and we created Genesis Back and Neck, which is what I would consider principled spinal decompression to help people avoid drugs and surgery for bulging, herniated degenerative disc.

[00:47:19] And we've got an 88 to 91% success rate that that we're winning and that those patients become lifelong chiropractic wellness patients forever. And it's it's gone really well so far. So we've helped a lot of people. We've got a mission. We said this at our event this weekend. We had about 250 people at our Genesis Summit. They're pumped about. And the whole thing, the underpinning is our mission.

[00:47:43] A lot like TRP, core values and our mission and our vision mean everything to us. And our mission is to save one million people from spine surgery. And so we're on our way. We're devoted. So you brought up a couple of things that I want to hit on. First is, you know, this isn't wasn't your genesis of how you started in your profession, your career. But you you came it came to you that there was a population of people who you weren't able to help at the level that you felt convicted about.

[00:48:13] And so much of I think when we talk about our businesses and we talk about your attraction is going to be a reflection of your certainty, conversion, reflection of your conviction and retention, reflection of your clarity. And what you're talking about there was conviction. You had conviction, but you didn't have clarity around how to help these people. And then when you when you gain that clarity, you actually were then able to take the next steps forward. Can you talk about just kind of like that journey, what that could look like for many of the doctors who are genesis?

[00:48:41] You talked about 250 people at your at your summit. You talk about the doctors who maybe are a lot like you who are listening to this right now and how you came to the conclusion that, you know what, this was the right thing for me. It wasn't right away, but there came a time where you said, you know what, it's time. Can you talk about that specifically? And because we talk about every business exists to solve a problem. This could be a problem for some of the people that are listening today. And this might be a solution for them. So I'd love to hear your perspective. You know what? And I'm going to do it in true TRP fashion for you and Dr.

[00:49:11] Stephen, because you guys are incredible with two sides of the coin, right? You got the practice side and the business side. And this is a this is TRP. So let's talk about practice side first. And so practice side, I had a demographic of patients that love chiropractic that were chiropractic patients. But I was unable to help, right? The bulging and herniated disc, try as you may, adjust them nine ways from Sunday. Those people, you're not going to unherniate a herniated disc with a chiropractic adjustment,

[00:49:39] at least as far as I am concerned. And so that really the other left to we say it's a purely mechanical problem. It's got to have a mechanical solution. The only two mechanical solutions to a herniated disc are to cut it out or to pull it in. And so obviously, we're all trying to avoid the cut it out thing. The pull it in is spinal decompression done right on with the right protocol and the right device and all that sort of stuff. So that to me was is a noble thing.

[00:50:09] Like we're helping patients that I couldn't help that were otherwise like, hey, doc, you're great. I tried chiropractic. I hear that all the time. And I do Genesis consults. It's like, no, I've went to three chiropractors. I did three care plans. I heard all of the stuff and chiropractic works miracles, but it doesn't work miracles for these people. So they're slightly disenchanted. So that's that's the practice side of the coin. And then when we go to the business side of the coin, it's like, wait a second, I can bolt

[00:50:36] on a business and use my ability to communicate, which I've honed over a period of time. And so many chiropractors have, you know, to be able to talk and sell chiropractic, you have to be a good communicator. I can use the skill set that I've developed to sell a commodity that's one wildly aligned with my chiropractic principles. But two is a commodity that I don't have to bend over the table to deliver. And, you know, when you get a little gray in your hair like you and I, it's like, yeah,

[00:51:05] bending over the table 600, 600 times a week doesn't sound as appealing as it did when I was younger. Right. And so now why four kids, multiple businesses? It's like, yeah, I don't want to bend over a table 600 times a week anymore. And so if I can sell a commodity that's congruent with my principles, but I don't have to bend over the table to deliver and is 88 to 91% effective at helping patients avoid surgery. That's, that's right up my alley.

[00:51:32] So when we talk about the business side and the practice side, both of those things just lined up for me. And so that was like, boom, this is a good thing. I love it. Both sides of the coin. Listen, I'm picking up what you're laying down there, doc. That's good. That was really good. I know Dr. Franson would be proud to hear you talk that way. So I think you brought up again, a few points. You brought up the soft side and the hard side, which is your life, your family, your physical

[00:51:59] health, the longevity of being in the game and the business side and driving value and doing it in a way that aligns with your core values and your business model and, you know, all of those things. So to pull that off, that is not easy to do. I mean, that is really, really hard for most people to do. And what, what Genesis has done, what you guys have done is you've been, you've made it easy. You've packaged it, systematized it, organized it, and made it easier for doctors to be able to say, for those of you who said, yeah, that sounds like me.

[00:52:29] That sounds like something that I could do. We should do. We would, we, I'd be open to that. So can you talk a little bit about what does it look like for, um, you know, a doctor who's maybe listening to this, who says, well, how does it work? Like, what does it work to integrate, you know, decompression? I have my thoughts in my mind where I think it is. I know some people who've done it. What's the unique thing about what you guys do. And then the second thing question I had is just, can you talk about the 88 to 91% thing? You brought it up a couple of times, which to me, I'm like, that's phenomenal. I mean, you can't argue with type those types of numbers.

[00:52:58] So I'm like, tell me more. How are you guys getting those kinds of results? So I'd love to hear you talk about kind of both things. Yeah. So to answer the first question, that kind of the easiest way to think about it is we partner with our doctors. So we're not a mentorship group or a coaching group or advisory group, but we literally partner with our doctors and we create a new Genesis back and neck entity inside of their already existing thriving TRP chiropractic practice. And so it's a bolt on business to use Dr.

[00:53:28] Francis terms and it's a silo. So it's a 100% silo business. We don't have any say in their chiropractic office. And honestly, we don't want to interfere whatsoever with their thriving chiropractic office because we want that to continue. This isn't to compete. It is just to be alongside of. We generate 100% of the patient leads. So all of the marketing, digital marketing is all handled by Genesis.

[00:53:52] We have 28 girls on our lead management team that call, text, email, book the leads so that the people in the office aren't having to worry about that. And did we support the staff and the doctor in terms of utilizing the protocol, all of our systems, procedures, how to actually get people to that 88 to 91% success rate, which I'll talk about more in a second. And then we do a profit share.

[00:54:17] And so if we generate all the revenue, then the overhead comes out. What's left is obviously, i.e. the profit. And then we split the profit 75% to the doctor, 25% to Genesis back in that. So we don't make money unless our partner makes money. And our partner doesn't make money unless we're helping people. So it's got to be win, win, win. It can't be, well, sorry, you had a bad month, but send your check anyways. In order for any of us to make money, we have to help people.

[00:54:45] In order for us to make money, the doctor has to make money. So at the end of the day, everybody's winning. We're helping people avoid drugs and surgery. The doctor is being rewarded for his time. We're being rewarded for our help. And a lot of the people that we work with honestly are usually people like me. Subluxation-based family offices that love chiropractic. And they're like, you know what? I've thought about bringing in decompression, but I don't know what machine to use. Or I don't know the protocol. Or how do you sell it?

[00:55:15] Or how do I know what I can or can't treat? And so that paralysis of analysis, we solve that. We collapse the curve and we get doctors doing really well really quick. $40,000, $50,000, $60,000, $70,000 a month really fast. So we have some doctors that will come to us and they're like, hey, I'm doing decompression. I'm already doing about $60,000 a month. You probably don't need us, right? You're doing great. We're on your team. We're cheering for you. But if you're like, I've never really done much in decompression.

[00:55:45] I don't know anything about decompression or I've tried it and it didn't work. Those are the doctors that we can help get up to speed and running quickly. Second part of the question would be the 88 to 91% success rate. I can't take any credit for that because one, I didn't create the machine. We only use a DRX 9000. I think it is the most advanced spinal decompression machine on the market. All of the research in spinal decompression is done on that machine. So again, I didn't create that. It's not my IP.

[00:56:12] And then the protocol that we use is different than the manufacturer protocol. The Genesis protocol is very unique. It is totally different than what most people with the DRX are using. But also my business partner, Dr. Glyons, created the protocol that we use. So I can't take any credit for that either. But it works, you know, and I always tell people, hey, if you've got to go to the casino tonight and you're going to pull the handle on the slot machine and you knew nine out of 10 times you're going to win,

[00:56:40] how much of your paycheck would you put in? I put in my whole paycheck. You know what I mean? If it's a 50-50, that's different. If it's 37% success rate, like a lot of spine surgeries, that's different. But 91% of the time you're going to win, that's a pretty good odd. So I love that example. All right. A couple more questions and we'll wrap it. You know, I want to talk to the visionary in you. So this is a CEO podcast. So, you know, CEOs are listening.

[00:57:08] So visionaries, when you look at the future, right? Because you've been in the game over 20 years. When you look at the next 10 and 20 years and you see where the direction of the profession, you see where healthcare is at, you see where the public is at, and you think about why is what you're doing, why is this also part of the future? Not just the present, but the future. Sell me on that. Tell me why you think spinal decompression, having this solution in chiropractic offices, why you believe this isn't going anywhere anytime soon.

[00:57:38] This isn't a flash in the pan. And this isn't, we're not kind of running to the end, like the bell curve is going this way. Like, why do you still feel like we're on this side of the bell curve going up? Convince me of that. Just talk to me a little bit about what you see in the future. I think that's maybe one of my favorite questions I've ever been asked. I think that's awesome. The thing that, for me, that kind of broke my chiropractic heart when I got into doing a lot of Genesis consults are how many patients felt like chiropractic failed them. And that killed me.

[00:58:08] I was like, they're like, no, no, I saw, and I knew the doctors they saw. And I knew the care plans that they had paid for. And I knew that they had gotten told the principal in a lot of these cases. It wasn't just like they went for two visits and it didn't work. And they were like, it didn't work for me. But we're able to take and kind of backdoor a lot of those patients back into chiropractic. Once they get their disc better and we actually get their disc healthy, then they actually get bang for their buck.

[00:58:37] They go to a chiropractor, they get adjusted, and they start to realize the benefits that we're also passionate about. Those are people that had left to their own devices, had thought chiropractic failed them. And that breaks my heart. Nobody likes that. So I really feel spinal decompression, what we do, is not chiropractic. Like, I don't ever try to merge that. It's like, oh, this is chiropractic. It's based on the chiropractic principles, but it's congruent with chiropractic.

[00:59:06] But we still need amazing chiropractors doing amazing work. This is not to replace chiropractic in any shape, form, or fashion. It's just to help the disc patient get their disc better so that they can return to lifelong chiropractic care, which is something we're super passionate about. So it's not that this replaces that. It's like, no, this is just helping those patients you couldn't otherwise help.

[00:59:30] So I do think long term that it can supply a lot of people who feel like they got failed by chiropractic back in to understand that long term. And then finally, I don't think it's going anywhere because just look, we're sitting seduced smoking. Everybody has an unhealthy spine.

[00:59:50] And the longer that you have a, I don't want to get too much in the technical aspect, but the longer you have a motion deficiency between a motor segment of the spine, the disc is not healthy. And when the disc is not healthy, it's super subject to injury. So whether it's a slip and a fall or a car wreck or bucked off a horse or just picked up a case of water, like whatever it is, disc patients are not going anywhere.

[01:00:17] Like we want to save a million people from spine surgery, but I don't feel like we're on the cusp of basically being able to have eliminated the need for disc care. So it's not going anywhere. And more and more people I think are injuring themselves. So we're at it for the long haul. Like it's that, that need is not going anywhere. That's for certain. It's good. All right. So I'm listening. Okay. What, what is the next step that somebody could take if they're listening?

[01:00:45] You know, how do they learn more? Is there like, what would you advise me if I'm like, you've piqued my interest, interest. All right. This sounds good. Okay. What would be a next step I could take? Well, I would say two things. One, if you're not doing, if you're already doing 40 to $70,000 a month of decompression, you probably don't need a next step.

[01:01:03] Two, if you have the space in your office for two DRX 9,000s, so roughly a 12 foot by 15 foot square foot area, we can work with that. If you're like, literally, I don't have room to put another chair in my office. Well, then this, there's probably not a next step. Right. But if you have those, the easiest thing to do is you can go to genesisback.com forward slash join.

[01:01:30] And then you could put in some, you know, some easy information and that will alert us to be able to set up a discovery call. And so we'll just chat. And so the thing is, we've turned down more offices than we've taken on. Uh, we don't work with an office that's too close to an existing office because we're business partners. Right. So we, we can't, we would not work with you and your office and then come down five miles down the road and work with another office. So it's, it's, uh, territorially exclusive in that regard.

[01:02:01] And then, uh, we work with like-minded people. So sometimes we've just found some people that it's like, you know what, I don't think we're going to get along. And if, uh, you know, we have to get along in order to make this work. And so it's just a time for the, the doctor to learn more about us, for us to learn more about the doctor. But we always say what's meant to be always happens. So we just want to, to be able to get it all out there, talk about it. And if it makes sense, it makes sense.

[01:02:26] And if it doesn't make sense, no harm, no foul, but always easy enough to hop on a, on a zoom call and walk through it all. And you can do that at, at genesisback.com forward slash join, or you can just look me up on any social media platform and message me. So good. Well, I appreciate you. We appreciate your partnership, your advocacy, uh, your support, what you guys are doing for our profession. Uh, thank you. And thank you for taking the time to join me today. I think everybody that listened learned a lot for all of you who are listening. Thanks for tuning in.

[01:02:54] Remember to tune in next week for the next episode of the remarkable CEO podcast until we meet again. God bless you, everybody. Thanks, Dr. Caleb. Thanks, Pete. Thanks for listening to this episode of the remarkable CEO podcast. Remember what the world needs now is chiropractic and what chiropractic needs now is more successful chiropractors. If you like this podcast, please subscribe, share with a friend and leave us a review.

[01:03:20] And if you'd like to connect with us personally, direct message us on Facebook, LinkedIn, or Instagram. Now go and be remarkable.