Episode 42: How to Use Content Marketing For Your Holistic Healthcare Business

Molly Cahill

Hello, welcome back. I'm so happy to have you today. I spent a lot of time during this podcast and I just want you to know that it really means a lot to me that you spend your time with me and have me in your ears. So thanks, friend, really appreciate it and send me a DM, if you haven't already, and let me know who you are and that you're listening, because it gets really lonely on the other side of the microphone. So today's episode is with Dr. Kevin Christie, who is a chiropractic business coach. And I know I've had quite a few chiropractic business coaches on, but that's just because I'm connected with a lot of them, and they're really frickin talented. And even if you are not a chiropractor, I know without a doubt, you'll still learn a lot from this episode. Because really, we just talk a lot about content marketing that pertains to more than just Skype practice. And if you are wanting, you know, if you're not a chiropractor and you're wanting to have other people on the show, then send me a DM and let me know who I should have on I love to interview. Like really cool people like Dr. Kevin. So Dr. Kevin says there are very few frustrations and struggles that a modern chiropractor faces that Dr. Kevin has had to wrestle with already. Having run his own practice with multiple staff associates real estate purchases, billing issues, insurance, headaches, and trying to do excellent marketing. Dr. Kevin understands that pressures that we face as chiropractors and again, I'm not a chiropractor, so this shouldn't really be reading this verbatim. But honestly, I really do think that you will learn a lot from this episode because again, we just really talk a ton about content marketing. And I actually had the pleasure of being on his modern chiropractic marketing podcast a couple months ago, he has a really loyal audience. And he's really, really smart guy. And I always learned something from talking to him or you know, just like anytime I've like listened to his podcast or whatever. So without further ado, I hope you enjoy this episode. Welcome to holistic marketing simplified a podcast for health and wellness professionals looking to simplify their marketing. I'm your host, Molly Cahill. And this podcast is brought to you by my marketing roadmap, which is a five episode private audio training that's kind of like this podcast, but not exactly because it's not available to the general public when you search on your podcast feed. So the great thing about consuming free content like this for me or on my Instagram or my blogs, or whatever is that yes, you will learn a lot, but you kind of have to go searching for what it is exactly you're looking for. This five episode private podcast is broken down in a logical step by step order. That's why it's called a roadmap. If you're ready to get started on your Instagram marketing journey, or if you already are started and you're just feel like you're kind of like overwhelmed with all of the different free information. This is a super clear roadmap with lots of tangible step by step action items that will get you from point A to point B for just $27. So all you have to do is head to Molly cahill.com/private. Training. And based on the reviews I've had so far, I know you won't be disappointed.

Morgan Adams

My name is Morgan Adams, and I am a Holistic sleep coach in Richmond, Virginia. And I listen to the holistic marketing simplified podcast.

Molly Cahill

Dr. Kevin, welcome to the podcast. Thank you so much for being here. And thanks for being flexible with the reschedule.

Dr. Kevin Christie

Hey, no, my pleasure. I get it as a podcaster. Myself, I understand things happen. And I appreciate making this easy and excited to dive into it.

Molly Cahill

Yeah, and I got the honor of being on your show modern chiropractic mastery was that a couple months ago,

Dr. Kevin Christie

like three to three months ago,

Molly Cahill

and got to be a part of your summit that you recently did. And then small world we came to find out that my personal chiropractor here was in your is in your business coaching group. So it's just so funny. I'm always like y'all know each other somehow. It's just like this web.

Dr. Kevin Christie

It is it is.

Molly Cahill

But tell me a little bit about like I've already done your like formal intro. But tell me a little bit about you. Obviously, you've been in practice for a long time. And do you still do you still treat patients?

Dr. Kevin Christie

I do now. I was out of it for about a year. But yeah, I've been practicing since 2005. And kind of a what we would call a sports chiropractor and had a second life a previous life as a you know, sports car writer that was doing a lot of big things I was fortunate enough down here in South Florida work with a lot of high level athletes and and built a really nice sports medicine clinic. And really, that was everything I was doing up until about 2015. And what happened was in 2013, I joined Strategic Coach which is an entrepreneur coaching group, which you should check out Molly really helped it. It turned me from and this is the way Dan Sullivan who founded Strategic Coach talks about a hill. Any of this is entrepreneurs of all types of industries right and So if he has doctors in there, and there are some doctors in there who will ask, you know, are you a, a doctor that has a business? Or are you an entrepreneur that happens to be a doctor? Right? And yeah,

Molly Cahill

that's interesting. Yeah. And

Dr. Kevin Christie

that's like, I've always had kind of that entrepreneurial spirit. And I just happen to be a doctor in Strategic Coach has really helped me fully realize that entrepreneurship that I have and join them in 2013. And then by 2016, I really started diving into marketing for chiropractors, and I built a nice practice the right way, chiropractors had a little bit of a bad reputation with cheesy marketing in the past, I wanted to get away from that. And so that's how I really just honestly, I started a closed Facebook group, back in July of 2016. It's now got about 4700 chiropractors in there. And then that that spawned a podcast in 2017. And we've been at that weekly podcast without missing a week for six and a half years now. And so yeah, now I practice I have, I still have my practice. And then I have a full other second business that used to be a side hustle now is bigger than my practice.

Molly Cahill

That's in that's incredible. And I feel like there are a lot of not just chiropractors, but a lot of the more one on one, health and wellness practitioners that I work with, whether it's an online capacity, or brick and mortar, who really are looking to do more of a one to many model. And then there are others who aren't, they're just like, You know what, I just want to go into my clinic, I want to see my patients, and then I want to lock the door for the day and be done. And that's fine, you just have to see like, what's kind of your own style and your own personality.

Dr. Kevin Christie

Yeah, and it's tricky, because a lot of and I'll just, I'll just talk about the chiropractic profession for a second. And I think the other adjacent professions can relate to it. But what I say to chiropractors is that, you know, we're not heart surgeons and brain surgeons, where you can literally have no personality, no desire to talk to another human being outside of your practice, and you're gonna be flooded with patients, and you're gonna get paid really well, like, it's just one of those things, right. And there's other specialties within medicine that are like that. But as a chiropractor, and then a lot of, you know, holistic health care, product practitioners and alternative medicine, you that's not the case, it's not like you're gonna graduate, you're gonna hang your shingle, and you're gonna have all these primary care doctors just flooding your practice with patients. And that's just the reality, we have to understand that. And that's why it's important to not only be great at what you do clinically, that's the table stakes for it. But you have to do some things to grow your practice, yes, there are the occasional practices that just build on referrals, and they're blow up and they're massive. And that does happen. But let's assume you're not them. You have to do things to grow that. And it's tricky, because sometimes we get very introverted chiropractors that don't want to do anything other than be a chiropractor, and I get that. But that can be challenging if you're also trying to grow a business.

Molly Cahill

That is very true. And probably one of the biggest hang ups I deal with with clients and students, you have to tell me if this is mirrored in your your coaching that you see is I don't want to show my face on camera.

Dr. Kevin Christie

Yeah, yeah, that happens for sure.

Molly Cahill

Yeah, I hear it a lot. And I'm like, well, we got to figure out a way to get to get past that. Because not just chiropractic but everything. You know, I think saying, I feel like saying that you're in a saturated market is kind of like an excuse. I'm like, Well, every market saturated literally, I had a friend from high school messaged me and say she bred geckos for a living, I swear to God, this is true story. And it was a very quick competitive industry. Breeding geckos. So like everything is saturated. To this, this kind of concept is a perfect segue into what you teach, which is content marketing, is such a good way to make you stand out from the crowd. So we're gonna talk a little bit about, let's just define content marketing for people who don't know what that is.

Dr. Kevin Christie

Yeah, absolutely. There's actually a really long definition by Joe Pulizzi, who he founded the Content Marketing Institute. And it's an interesting kind of story, how he did that he just was in publishing, and he developed the Content Marketing Institute, and it really struggled for a little bit and then it blew up, and he ended up selling it for for quite a bit of money. And he was really on the forefront of what we would call content marketing, because before that, there was no word for it. It's in so he really helped develop that. And that's actually where I got a lot of my education from marketing was through his Institute. I went to his live event in Cleveland. I went to his masterclass that was in Austin, Texas, and essentially content marketing. It's strategy. It's not a campaign. It's not tactics. It's an actual strategy that you're going to have for your practice, where you're trying to get people engaged in educational content that's going to attract them. Right, and then retain them as well. And ultimately position you as an expert in a particular industry, that's going to drive profitable customer action, right? Like, yeah, you have to do that. And I think one of the things that I love about content marketing, and he talks about this in kind of two things, and I'll let you take it from there is one that so a lot of people complain about, having to sell if they don't want to be salesy, they don't want to, to sell people. And if you're in any type of health care issue, like there is a selling component to it. But one of the ways you can actually offset the hard selling that people don't want to do, is to pre sell them. And really good content marketing is going to pre sell them. And then the second component of that, which is that they don't like to feel sold to, yeah, in content marketing is a form of invisible marketing. And so they don't feel like they're being marketed to they don't feel like they're being sold to. They feel like they're being educated by an expert. And that, to me is the essential aspect of content marketing is that you have a whole bunch of people that end up looking at you as a expert. They don't feel marketed to or sold to, they come in, they're pre sold. And they're really, they're, you know, they're ready to buy. what's your what's your offering?

Molly Cahill

Yeah, absolutely. So I don't know if you know, this, my background is actually in journalism and newspapers and advertising. It's kind of was like the all the same college. I went to Alabama Roll Tide.

Dr. Kevin Christie

You guys have a tough year this year. You know, four states look a little bit better.

Molly Cahill

Tough. Come on. No. When I was in college, it was tough. Yes, yeah. Our last home game we lost out as a senior was to Louisiana Monroe. That was all. But anyway, so like I said, it was always like journalism, advertising PR was kind of all in the same college. And if you've ever been flipping through a magazine, I personally still love magazines. And you, you'll read this whole article. And it's like, tips for making your home smell fresh this fall. And then at the very edge of like, this post is sponsored by glade. That's called an advertorial. So that's like old school journalism. It's like when, you know, old school back in the newspapers, you know, Miss Betty's recipe corner, if it was like, Here's how you make, you know, corn meal pie. And then at the bottom, it's like this post was sponsored by jiffy, because they're using that. So this is not a new concept. I just think it might be newer to I don't wanna say what yet well, maybe to health and wellness professionals as a way like you said to market.

Dr. Kevin Christie

Yeah, and that's one of the, what Joe puts, he does talk about, I don't want to put words in his mouth where but they'll talk about, like, publish content, or custom publishing, and certain things that are like that, whereas what they tried to differentiate with content marketing is that it's really education. First, and sometimes you don't even necessarily promote a brand too much. Yeah, yeah. Yeah. It's pretty fascinating,

Molly Cahill

right? Well, I wasn't saying what he was doing was it. I'm just saying it's like, this kind of concept of educating. It's like, if you were to just I'm using the cornmeal example, we literally just make corn bread yesterday. It's like you were just having an ad for cornmeal in the paper. And you're like, I don't know what I need cornmeal for. But all of a sudden, you've educated me why I need cornmeal. And you've given me a way to use it. I'm like, Oh, I'm gonna go buy it. And so it's kind of like actually just recorded an episode about the five awareness levels. Are you familiar with that?

Dr. Kevin Christie

No, I remember hearing some of it. I don't know what it is the details of it.

Molly Cahill

Oh, it's, uh, you would love it, it would be right in your wheelhouse. But it's, it's kind of like the people who are just at the, the base of unaware, they don't even know. They walk around every day and their back hurts and they don't even really realize that that's a problem. So the way you're gonna have to market to that person is very different from the person who is on the next level, which is I'm aware I have back pain. I don't know what my solution is yet. And then the next level is I'm aware I have back pain. And my solutions are ibuprofen, orthopedic surgery, chiropractic, massage, whatever. And then the next level awareness is okay, I know I want to go to a chiropractor. And then the next level above that is I found my cat like so like I said it really just, yeah, yeah, it's really interesting. And I feel like that's why some content really just hits Like goes viral and does really well, because you hit people who are like, I didn't realize this was a problem, I have to share this with everyone. Versus the content that might actually convert to being new patients is probably not as sexy like statistic wise. But it's to that smaller group of people who have already realized, Oh, this is my solution. I'm just trying to find the right person. Does that make sense? Yeah,

Dr. Kevin Christie

no, it does. And that's actually why I'm a big believer in marketing to our existing patient base. So in the chiropractic world, we always talk about new patient, new patient, new patient, that is great. You got to obviously have new patients, but there's a whole lot of marketing you can do to your past patients that aren't coming in anymore, that I help out actually just had. Nicholas Kuzmich on my podcast, and he's done Facebook ads for a very long time, kind of the early pioneer of a lot of that, and we were talking about Facebook ads, and one of the things I

Molly Cahill

nightmare. What's that? Yeah, I know. Trying to set mine up, but continue.

Dr. Kevin Christie

Yeah, in like we were kind of talking about back in like 2014 2013, it was the wild west of Facebook ads. And it was, it was cheap and working for everybody. Now it's harder. So like, one of the things I do is, we I shoot videos, for content for my practice, and then we upload our email address of our patient. So in a, you know, obviously, in a chiropractic practice, our email list is going to be our past patients, I don't, I don't do a lot of email, Lead Magnet stuff for my practice, I do it for my my marketing coaching company, but I, you know, ultimately, upload this email list into Facebook. And now it's a list of, say, 3000 past patients that's affiliated with that email address in the Facebook account. And I run videos that only they see. And so that way, they're staying top of mind, because now, like you said, on that hierarchy, those are already people that know their solution is chiropractic. And they frankly know it's me, they may just need a little bit of a nudge here and there. And so it's a lot easier to get that person to come in. And it is that first person you mentioned on that. stepladder.

Molly Cahill

Yeah. Isn't that crazy? It's like you've always known that, right? But like, once I started learning, I'm like, okay, that makes a little more sense. As to like, why, you know, you can think about it as like, top of funnel or bottom funnel, you can think about it is hot leads or cold leads, like, it's kind of all the same thing. But I just think it's so interesting to think of it that way. And that's why I disagree with a lot of the Instagram reels advice I see that's like, just do more of what gets a lot of views. And like, I mean, if you're wanting more like cold leads that that could work. But if you weren't American versions, you really need that ecosystem that we talked about. So okay, I have a couple questions for you. To go back on things you've said. All right. Let's go back to when you said, well, content marketing for for one thing, your preferred platform is, is YouTube websites. What's your

Dr. Kevin Christie

Yeah, I'm I kind of go to the hub and spoke model that that the Content Marketing Institute talks about is, is really building your website as the hub. And then everything else is the spoke. And that spoke could be Google, Instagram, Facebook, and all that. And the good thing about it is, is if you do all that, you kind of get that I know I'm preaching the choir, but you get that total web presence, and it does help feed. If you build up your social media, it's going to help feed your Google search. And ultimately, I'd like to get people to our website, because I feel like we've done a good job on our website to compel them to say, oh, yeah, that's the, that's the chiropractic practice I need to go to. So yeah, it's interesting, right? Like for my, my private practice, my website is my hub. For my coaching company. My podcast is kind of my hub, we have a website, we try to get people back there, but the podcast has really become the driver of our business. And you know, I know chiropractors that Instagram is the driver of their business. I just recommend they try to do things that get them from Instagram or other platforms, to their website.

Molly Cahill

Yeah, and I've changed my business model a lot in the last couple years, not like my own personal business model, but like what I teach, because I realized, so many of the you call it the hub that was like missing for so many of my clients, like we literally had a client go viral. Gosh, it's probably been about a year ago now. And she had no system in place to funnel. I'm talking 700 comments on this post. And it was just us, me and my team trying to respond to these, like we had nowhere to send all these people. And if you don't have that good solid website, I mean, I think, yeah, Instagram alone is great. If you don't have anything to offer yet, and you're just trying to maybe build an audience and, you know, awareness. But if you're actually trying to sell something, whether it's to be a new Patient or coaching, whatever, like, you've got to have somewhere to send them, and then eventually a way for them to become a patient or client.

Dr. Kevin Christie

Yeah. And I try to make that as easy as possible as well.

Molly Cahill

Yeah. Do you do online booking in your?

Dr. Kevin Christie

We do? Yep.

Molly Cahill

I know, that's not what this podcast is about. But as a consumer, I so much prefer that. And I feel like it's a huge barrier to entry. And I'm an extrovert, I still don't want to pick up the phone and call.

Dr. Kevin Christie

So yeah, real quick story on it. Because I'm actually running a little bit of a Rails campaign for my practice, where I'll give you the backstop and then go from there. Because I just shot one on online scheduling, you know, for about 42nd real, and walking through how easy it is to schedule in our practice. And there's an old book called obvious Adams, it's not even really a book. It's it was a call it an editorial back in the I think it was the 19 teens, like it was like 100 years ago. Yeah. And the guy who was a copywriter in Manhattan for ads, and, you know, an ad man, and his name was Oliver Adams. But he was so skilled at pinpointing the obvious things that a business or product did for the consumer, and he wrote great copy around that. And everybody, you know, his colleagues and everybody be like, that's just so obvious, but it works, you know. And that was the whole essence of that little, probably 40 page, little book I read. And so it got me thinking a lot about what does a chiropractic practice potentially offer? That's an obvious benefit of coming to our practice, right, so I shot a reel on, we don't call our waiting room, a waiting room, and it was me in our reception area. And I was like, We don't call this a waiting room. And it's really small by design, because we try not to make our patients wait for an hour like you do from other doctors offices, right. And so we I've been shooting these reels one was on the online scheduling and other one was basically how we can be your primary care for musculoskeletal injuries. And instead of having to go to the primary care doctor and and getting a script to the orthopedic and then getting a script to the physical therapist, come here, we can evaluate you treat you on the same day. If it's something out of our wheelhouse, we know where to refer you from there, but a lot of those musculoskeletal injuries or pain we can handle in house, right? So I'm kind of taking content of taking a something that's just obvious benefits, something that's highlighting for people, because these folks, we realize we forget sometimes as providers, the steps it takes for someone to overcome whatever hang ups or fears they have to come into our office. Yeah. And if you can spotlight how easy it is, or the benefits coming in. And you can reduce those barriers, that's gonna be beneficial. So like, to your point, online scheduling is make so much easier, right? I remember one time real quick story. I was I was on the phone calling a particular doctor, I forget what type. And I was also on my computer. And I was searching still. And I saw that one had online scheduling. And I actually was hanging up as the person was answering on the other line and I hung up anyway, just to schedule online with a different doctor's office that offered online schedule.

Molly Cahill

No, and I completely agree with you. It's I go to like a holistic dentist and they don't have they don't need online, they don't need any marketing. They're like booked out for like, they're the only ones you know, but I just remember being so annoyed because I would call and I'd leave a voicemail, and then they'd call me back and I would miss their call and then I'd call them back and I'm just like, like, how bad do I need? Like, if I can just pick up the phone and boop boop, real quick sketch, you know, schedule an appointment online. I am I don't know the amount of times more likely to come in. So you're so let's say what are some more kind of barriers you've seen to people actually getting into becoming even new patient or existing? Other than the online scheduling piece?

Dr. Kevin Christie

Yeah, it can definitely be your hours, right? Do you have certain times that are before or after work hours for most people or during their lunch break? That's been a little bit interesting. Since the pandemic has a lot of people have a lot more flexibility. And I remember we're open till six o'clock a few nights a week and it used to be jam from five to six, and I'd end up being like 615. Now like, I feel like we're getting out at 530 pretty consistently and a lot of those business people are coming in at two o'clock. 10 o'clock. Yeah, bad, but But I definitely think the hours is a big one for sure. The other one is that a lot of carburetors get busy. And they they can't get people in, right so the person calls on Monday and they can't get in till Friday what they hurt their back on Saturday, and they've been dying to come in on Monday. And so where they can't get an appointment is something that's a problem. And I'm actually going to shoot a little real about that as well. So

Molly Cahill

yeah, I was about to say what is the solution to that and other than just hire more dots.

Dr. Kevin Christie

Well, that's the problem is they need some business acumen and understand that, you know, they gotta figure out a way to hire more team. Maybe it's an assistant that allows them to see more people or it is a new doctor. But sometimes it's a whole rabbit hole. They have no margin, like they're not charging enough or their insurance is reimbursing crappy and, and so they're busy, but there's not a lot of meat on the bone. So they're, they're not even paying themselves what they want, let alone hiring another doctor. So it becomes this vicious cycle. They can't get out of

Molly Cahill

oh, man, that's like that's my Instagram management agency or used to be now we're good. Margins are good now. But in the beginning, it was like chicken or egg like, oh, shit, like, I can't expand. But, you know? Yeah, because you want to take on more clients, but then you can't but then you're Yeah, and it's usually a pricing issue that I've seen as well, too. Okay, so I also wanted to pick your brain on you talked more, you talking about the retention of current patients? What are some things you address in your content marketing, or just doing your practice in general to help with that, like do you do reengagement campaigns, anything like that?

Dr. Kevin Christie

Yeah, we email weekly. So you can email our patients. And I remember, clear as day it was 2015, we started emailing our patients for the first time and the amount of reactivations. And I would, we were only four years old, as a five years old as a practice at that point. But the amount of reactivations we got from the early emails was was pretty impressive. And we've been doing it weekly ever since. And that really is the best way. And it's educational content. And we just try to continue to educate our patients. And they think of us, right, so we keep top of mind awareness, we get really good open rates on our emails. So that's nice. I think that's a big one. The second thing we've been doing is text message campaigns. Now, that's not going to be necessarily content rich. But it is, we have a call to action arrow, it's hard to put content in the text. But definitely is been a great way for us to get reactivations. Right? Yeah, that's been good. And then third, I just say is, you know, I'll give you two more. So the third is that strategy of uploading email address into Facebook, and obviously, Instagram, as well. So these ads will run on both platforms. And so our current and past patients seeing our content has really helped with that. And then fourth is we do some direct mail. I know it's old school, we don't actually do a big newsletter, anything but we do a birthday card each month. For people on the birthday. We do thank you letters for referrals. And we do welcome letters for new patients. And then occasionally, we'll do some stuff to mail out there as well, that can get a little pricey. And depending on what your margins are may or may not make sense. Yeah, but

Molly Cahill

it's that extra little touch. Again, well, you know, like I said, You're my personal chiropractor who's a student of yours, I got a handwritten card when I referred my friend and those that just meant a lot to me. I just something so simple. And you think, Oh, it won't make a difference. But you know, it did. So, yeah, and the birthday piece, like I said, that's, that's huge. And even if it's something that you could even put into your system to email them on their birthday, I'm sure that would be what do you messaging,

Dr. Kevin Christie

I use something called review wave. Which is really good, really compatible with a lot of EHR systems. So that's been good, but there are the EHR systems that can email out on birthdays as well.

Molly Cahill

So these weekly newsletters that you're doing, are they custom to your clinic? I take it

Dr. Kevin Christie

for the email. Uh huh. It's actually yeah, we keep it really simple. We, we basically shoot a video, we shoot four videos a month, that video, those videos, then get added brand and produced, they go on YouTube. And then those YouTube videos will get written copy that we tease out of the videos. And essentially, the email becomes the video with some compelling copy leading up to it. And on the bottom has our scheduling links and all that. So yeah, we keep it pretty simple. And then occasionally, like, we write blogs once a month, like a pretty robust blog that goes on our website, that also becomes an email. We also post all those things on Google business profile.

Molly Cahill

Yeah. That's awesome. Because then you're hitting like, you've got the YouTube, you've got the consistent content and you've got the email. And I think a lot of people hear all this and they get overwhelmed, but I'm always like, I'm like, Look, I'm the repurposing Queen like it does not have to be something unique every single time. But the one the one Pitfall, I will say with email marketing that I've seen is my chiropractor ages ago, she was pregnancy baby focused. But all of her newsletters were about like whiplash and neck pain. I'm like, this isn't even like I'm not going to open this because so you could tell they were like kind of syndicated canned content, which is really what you and I talked about on your podcast episode how you You just can't get away with, hey, I can change out this logo. And it could be literally anyone else's page or email or whatever.

Dr. Kevin Christie

Yeah, I just like I was looking at a client's website. And I asked him was like, do you do much with nutrition and supplementation? He's like, Oh, not really. I was like, look at your last six blogs. It was all like nutrition and supplementation stuff. And it's like, no, it's not your audience. And that's where I think the content marketing is huge, is that you're ultimately creating content, that's messaging is congruent with your audience that you built like you, you need a clearly defined audience who you're trying to attract. And your content should be all developed towards that. And I know, you know that. But I think it's a big mistake that people make, and then they have these kind of what Robert rows calls is random acts of content. I think that's a big, big mistake people as well. It's like, Oh, I gotta do content, they just throw something random. And then you don't hear from him for two weeks. And there's no consistency. And it's my other big recommendation is the consistency.

Molly Cahill

Yeah, that's also like an implied level of trust, too. Because I'll say sometimes if I look on, and I'm like, oh, their last blog post is in 2019. I'm like, are they still in business? So if that's the case, just like take the data off of it or so

Dr. Kevin Christie

that's a big recommendation is if your blogs are very infrequent, you're not doing anymore, just go and take the dates off. And but yeah, better, better solution is do some blogs.

Molly Cahill

Well, okay, I know, we've only got 10 minutes left, and you have a hard stop. But I really want to talk to you about this. And I see this more with the female entrepreneurs I work with, but it's like the notion of doing it all. I would not my business would not have grown and scaled as quickly as it has. If I did not outsource to like, I'm not sitting, I don't edit this podcast. I don't you know, like, I don't put out all my email newsletter like I review at all. But I very much believe in outsourcing because you literally can't do it all. So I'm not sure you're you. And I haven't talked about this kind of time. And so I don't know about your take, you might be doing it all kind of guy. But no,

Dr. Kevin Christie

I'm right with you. And that's one of the things that Strategic Coach hammers out of us is they they call it the rugged individualists, like, they hammer that out to you. And they, they have a concept called who not how And so basically, you ask yourself, you know, let's think of something, you know, doing show notes for the podcast? How do I do that? And you shouldn't be asking, How do I do that? You should be asking, like, who could do that for me? Who, yeah, that could do it. And so we try to coach chiropractors in like, okay, what are your the things that really make the money in the practice? Are you treating patients and you should be doing anything that maximizes your license as a chiropractor and treating patients now, on top of that, if you really want to do this practice, we may want to also make you a thought leader in the community. And you can do that by because you have such a, you know, a wealth of knowledge. But you can't get tied into all the, you know, like the technologies and this and that and paralysis by analysis to do is like, just get good content out there. And let's figure out who someone else I can do all the work for you.

Molly Cahill

Yeah, I mean, like editing YouTube videos. It's not that hard, as was self taught. But it takes forever. Yeah, I mean, depends on how spot on you are. I'm not a script and kind of gal so I find I have lots of edits to keep it tight. But I mean, I just go to Upwork and it's like, Hey, can someone edit this video? For me? It's like $15 And like, it's done. That afternoon back?

Dr. Kevin Christie

Yeah, I like writing the check.

Molly Cahill

Yeah, absolutely. So um, I guess the last thing I would say what do you kind of if you were to leave with one last piece of advice in this is more not about content marketing. This is more like getting into business strategy. So if you're like, this is way too big of a last advice question, Molly. Just tell me it's good. But I feel like again, with entrepreneurs we get into a lot of the chicken or egg it's like I can't see any more patients but I can't afford to hire I can't get content content out consistently but I can't afford to hire like are there any like questions or like exercises you have people do to kind of walk through that?

Dr. Kevin Christie

Well, I think I actually about to do a solo so I do some solo episodes on my podcast. Yeah, every so often in wanting to be titled it's titled, stories and excuses and and I'm gonna hammer people on it, you know, because a lot of people have stories and excuses of why they can't but for every story and excuse they have, I can name you know, 10 chiropractors or whatever profession that that is doing it right. Like for instance, a lot of copywriters complain about insurance remember? Smith, I have in network doctors that are making a ton of money. They're doing great with it. They build systems around it. They got out of their comfort zone. They asked for help. They hired coaching, they went to mastermind, like, they've done the things to figure out that instead of just using it as a roadblock and say, Oh, well, insurance doesn't pay well, or my community saturated or people make fun of chiropractor, like whatever, right? Like, there's a lot of stories and excuses we have. And we have to be able to overcome that. For you to overcome that. Because like some of that stuff might be deep rooted. You need to find people that have done it, or are doing it. And you need to invest in yourself, right? Like when I joined, Strategic Coach, it's not cheap. It's it wasn't cheap, then it's sure selling cheap now, but I wrote a check that I could barely afford to do it. But I knew that it was a wise investment. And ultimately, it's had a huge return. And so if you've, if you're finding yourself with these stories, or excuses, or just self awareness that you don't know what you don't know, then you need to find those who's to actually start freeing you up to do the things that are going to move the needle.

Molly Cahill

Yeah, but Well, entrepreneurship can be lonely. And I would also say, be careful with who you surround yourself in community with because I'm in a lot of large Facebook groups that I've ultimately left, because all it is is a giant pity party of like, Oh, me too, I'm just like, No, let's move away.

Dr. Kevin Christie

And there's a great meme out there about that. And it's just two boxes, one's got a bunch of dots in it, right? And it says information. And that would be a Facebook group, right? It's just the dot with information. And then it has a second one which has the same dots, but they're all connected. And that says, right?

Molly Cahill

Oh as know that.

Dr. Kevin Christie

And that's the usually the difference. If you can curate a better smaller group or mentor or coach, whatever, that's they're going to actually connect those dots for you. And it's going to be knowledge you can apply whereas these Facebook groups just like that can be really helpful. In a lot of ways you stay in touch with certain things and, but it's not, it's not going to lead you to the promised land for most people.

Molly Cahill

That's what I always say, I'm like, my course, the hub, like you could probably find all of that information somewhere in my free content, but it's gonna be it's gonna take you days to piece it all together. Whereas you could just get the shortcut, you know? Exactly. Um, so where do how can people work with you? How do we find you all that absolutely,

Dr. Kevin Christie

just go to modern Counterparty. marketing.com. And on there, you're gonna find, you know, our podcast, there's some free resources that you can find on the tab where we've got free courses on there, we got a couple different ones. We even have a really cool content marketing idea we did a long time ago is a lot of people work with desk workers, right. And so we put together these desk jockey cards, once a micro break card ones a ergonomics card, once a carpal tunnel stretching card, and it's good useful information. And then you can actually, on my website, get the PSD files and have your graphics person, change out the logo, color scheme and information to make it branded for your practice. I print them out on really nice cardstock glossy stock. And we have them in our front desk and like we give them to all our desk workers. And we tell them, hey, put this right on your workstation here and take this micro break every so often to stretch out and get out of your chair. And so it gets them something to do it's content. It's educational, and then it's got our branding on it and they've, they've liked that. So you can get that from there. You can check out our website. If you're interested in coaching. We have information on there as well.

Molly Cahill

Yeah, that's really cool. Do you have is your coaching container open right now or is it on? Is it ongoing?

Dr. Kevin Christie

It's ongoing. It's open our mastermind, which is for high level chiropractors. Our East cohort is maxed out at 25. We have a West Coast cohort now we meet in person four weekends a year. And we'll be on the West Coast mountain areas there Jackson Hole in San Diego coolair. Amazing. Yeah. So if you're a high level chiropractor, doing at least 350,000 a year in revenue, or more a lot of our chiropractors in the mastermind have substantially more than that. But you want to come in person and really dive deep into things. You could check it out there as well on our website.

Molly Cahill

Yeah, get you out to South Florida and head west for a little while, huh?

Dr. Kevin Christie

Oh, yeah. I got a bunch of trips next year. It'd

Molly Cahill

be fun. Ah, fun. Awesome. Well, thank you so much for your time. And this was really great information. Thank you. Appreciate it. Thank you for listening to holistic marketing simplified. This podcast is brought to you by my marketing roadmap, which is a five episode private audio training that's kind of like this podcast, but not exactly because it's not available to the general public when you search on your podcast feed so the great thing about consuming free content like this for me or on my Instagram or my blogs or whatever is that yes, you will learn a lot, but you kind of have to go searching for what it is exactly you're looking for this five episode private podcast is broken down in a logical step by step order. That's why it's called a roadmap. So you're ready to get started on your Instagram marketing journey. Or if you already are started and you're just feel like you're kind of like overwhelmed with all of the different free information. This is a super clear roadmap with lots of tangible step by step action items that will get you from point A to point B for just $27. So all you have to do is head to Molly cahill.com/private. Training. And based on the reviews I've had so far, I know you won't be disappointed. I'm really proud of this training. And I know personally, I've bought 2737 $17 products before and felt like I really didn't get that much out of it. I guarantee you, you will learn something from this five episode, private audio feed. So again, it's just Molly cahill.com/private training. And it'll also be linked below in the show notes. I cannot wait to hear what you think. And hey, you know, every podcaster at the very end of their episode asks you to rate and review their podcast. Well, that's because it's super important. These podcasts take a lot of time and heart and effort to produce to bring you free information. So in order for me to be able to continue doing that we need more people to find out about the show. So if you could please just take like two minutes out of your very busy day to leave me a rating and share this on your Instagram stories and tag at Molly a K Hill. That's c h i ll I would greatly greatly appreciate your support. I truly appreciate you so much. I know your time is valuable and I can't wait to see you in the next episode.

Transcribed by https://otter.ai