Episode 34: How to Use Relationship Marketing to Grow Your Wellness Practice

Molly Cahill
Hello and welcome back. If you are listening to this on the day it comes out or the week it comes out. I'm hosting a free live masterclass called How to get consistent with Instagram marketing, even if you're strapped for time or even if you're not tech savvy or even if you hate social media, if you're catching this recording, after all the live classes are over, there will be a replay up for about a week. And then after that, if you just want to DM me, I will let you know how to get to the class. But we'll go ahead and link that below. But I think it'll be a really good one. It's brand new material I've never taught before. And I'm incorporating a lot of stuff that I've been using personally on just like getting more consistent. Like I feel like I've been posting more consistently and it's just been easier than it used to be for me. And so I'm going to talk about those things. And just some general things that I'm seeing, like 2023 and beyond with Instagram marketing landscape. So on today's episode, I'm so excited for you to hear the interview with my dear friend, Dr. Chrissy wick, a lot of you probably already know her. But if you don't, she's a chiropractor, a coach and a serial entrepreneur. She has like 57 businesses. She's also a practice growth strategist. And she's from Wisconsin. So over the last 15 years, she's built a thriving seven figure family practice that houses a full staff of doctors and CPAs. And they care for patients every day. And as her practice grew to rapid pace, so did her desire to share her story through speaking and mentoring other chiropractors. So she really has a like true passion for empowering women in chiropractic. And she just has a really fresh approach and coaching and building community. She's got the illuminated squad, which is her really popular coaching group that I got to go speak at in January, which was awesome. So yeah, she's just incredible. She's her husband, Joe works with her in the business. So now I can't wait for you to hear from Dr. Christie CEO and founder to multi seven figure suite of businesses. Here we go. 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 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 Mollie 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 can hold up comm slash private training. And it'll also be linked below in the show notes. I cannot wait to hear what you think.

Molly Cahill
All right, Dr. Christie, this has been a long time coming interview for the podcast. And I know you're like squeezing this in between patients. And I'm squeezing this in in between coaching calls, you're a duck down and you also have like 57 businesses. So I appreciate you taking the time to come on the show.

Dr. Krysti Wick
Oh my gosh, I'm happy to be here. And you know, you always put up with me rescheduling things 27 times so I'm here.

Molly Cahill
No, no, it doesn't bother me. Like I really I'm the same way. I'm like a very fluid, you know, that all works. And it's so funny because I know you're also really into human design. And I just had a human design person on the podcast. And turns out I was wrong about my type. I guess I had put in the wrong time of birth the first time I did it. I also thought I was a manifesting generator like you but I'm just a plain generator,

Dr. Krysti Wick
though. There's nothing clean about it. I actually am surrounded by generators in my life. There's lots of generators around. I feel like the cool thing about generators versus emojis is they are so much better at like seeing something through like staying on the one thing and like seeing it through when they're really excited about it and like Yeah,

Molly Cahill
yeah, well, yes and no, I was sitting there last night thinking how I have all of these projects that are like 75% done but of our He moved on to the next thing. But

Dr. Krysti Wick
yeah, then I'm like, Oh, that's very mg. Yeah. Like I recorded

Molly Cahill
all of holistic marketing hub classrooms like three weeks ago. And they're still not into a portal because well, one of them is not my fault. I hired this guy on Upwork have always had great experience with up work. And like, he has not gotten me the recording. So I'm about to have to be like, dude, because I just wanted him to clean up the recordings where I, you know, see, like, and I'm and I'm just trying to make them really succinct. And so that part's not my fault. But yes, I'm like, wait, I need to go back and actually complete that project.

Dr. Krysti Wick
For Are you on to the next thing? Yeah. That's a strength of mine. So I have no advice for you.

Molly Cahill
Yeah. Right. Um, so tell us I already did your intro. But for people who don't know you, what's kind of your story, you're like, you're just like this badass serial entrepreneur with a huge practice and a family and all these businesses.

Dr. Krysti Wick
Thinks Yeah, that's my story, pretty much. I've been in practice for 16 years. You know, chiropractic is really my, my first, you know, career love, and still obviously, huge part of my life. But I definitely realized, you know, probably, I'm gonna say, six to seven ish years ago that, you know, I really, really love business, like I just I, in my Hobby Time, which I'm air quoting, like, there's really two things that I do I work on, you know, home decor and design stuff. And I work on business like, that is what fills me up. And so I am very much designed to have multiple things going on in my life. And sometimes that is awesome. And it makes me you know, this is a human design phrase, like they I was talking about MGS, like collapsing into bed at night feeling like you expended your energy and all the things that light you up. And that happens very frequently. And you know, then there's other times where it's like, Why did I do this to myself? Yeah, that's just that's real life. But yeah, that's, I mean, I certainly do have a large, high performing, you know, family wellness practice that we love. And it's the foundation for really everything. I mean, that's what started so much of what I do in my career, so much of you know, our family life is really built around how the practice grew, and how it's my first baby, and it's the foundation for our family. And my husband is a part time stay at home dad, and then part time works for all of our businesses in the financial capacity. So really, the practice was the beginning of it all.

Molly Cahill
Tell us a little bit more about your practice. Yeah, so

Dr. Krysti Wick
I have right now I have myself and then two associate Doc's, As Molly mentioned, I have actually one like basically my chief care doc. So one of my full time DAX is out on a medical leave. So has been an interesting period of time for me, because I typically only adjust very part time. So anywhere from in the past, like five years, I've been anywhere from six hours a week to 12 hours a week adjusting, and right now I'm here almost every shift that we're open, so a little bit of a different spin on things. But yes, we have a teammate's practice. All three of us see all patients, we see mostly young families. So we see a lot of like elementary school aged kids on up through high school. We certainly obviously see lots of like pregnant moms and babies as well. But we love those younger families. We're like, you know, baby might be the youngest. And then we have the toddler. And we have the second grader. And we love that dynamic of just kind of growing with the family and helping them really just discover a new way of health and a new design for health in their their life. We are we're high volume. So we see hundreds and hundreds of like 700 visits a week. It's a lot of people.

Molly Cahill
But now you and Dr. Carrier carrying that all.

Dr. Krysti Wick
We have some fulfilling people helping us. So some ducks have been helping us but the yeah, there's the next two weeks Dr. Kerry and I will be doing it on our own, which is you know what we do when one of us is on vacation, and two of us figure it out. So yeah, but luckily I have been blessed with a good network of people. I live in Wisconsin. And so really, when this all went down, I started overturning many stones, which is probably what we'll talk about a little bit today with marketing. And so luckily I was able to find a fill in doc that we've had for the last two weeks and she'll be here for one more week and then we have two other Doc's actually coming to kind of split the fill in help in September. So

Molly Cahill
okay, so that's not what we were going to talk about today, and we will still talk about what we want to talk about today is Dr. Christie is in a really small town. And I've had the pleasure of working on her Instagram account for the past couple years. And it definitely is different running like yours versus like Dr. Alicia is who's in like Raleigh, and like a big city. It's definitely a different, you know, just marketing in general, not just social media is different. So we are going to talk about that today. But if you don't mind, because I feel like the majority of my audience will totally resonate with any of these tips that you might have have. You know, even if they're so low in practice, and they're like, oh, and I get pregnant, or I get hurt, like, kind of walk us through how you navigated this with Dr. Andrea getting hurt. And

Dr. Krysti Wick
yeah, yeah, it's actually this is really sound important advice for a lot of you listening. So I mean, I think really, first and foremost, I have seen this happen actually a lot with other Doc's where like, you never think it's going to be you. Like, I mean, this actually happened to us somewhat, a couple years ago, when I was diagnosed with Lyme. And even like, the little bit that I was doing was a lot for me. Chiropractic is hard on us, everybody, like an I don't, I think sometimes we kind of get in this like blinders on like, it's fine, everything's fine. And certainly like, you know, I'm a high achiever, Dr. Andrea is a high achiever. So like, we have seen high volume for a long time. And I think we kind of get in this like fog, if you will. And I certainly don't want to speak for her. And I didn't ask permission to talk about this. So I'll have to ask her forgive this summer. But like, really, I think the biggest thing is, plan time off for yourself, like, make sure that you have that worked into your schedule regularly. Because it might sneak up on you that your body needs a break. You know, obviously, your brain needs a break. So definitely, like, don't think you're invincible, make sure that you you plan time off and you plan rest. And then really the best advice I can give to most of you listening are probably like solo practitioners, you're, you're the only doc in your practice, come up with some sort of like, vacation coverage agreement with someone close to you. So like, is there an option where you know, when they go on vacation, like they can send their people over to your practice? Because it's close enough? And vice versa? And I think a lot of chiropractors are really hesitant to do that, because they're really worried about like, well, what if they end up liking her adjustment, but like, what I have to say about that is like a three to 10% of the population only sees a chiropractor on a regular basis. So stop getting out of you know, just get out of your head with the scarcity mindset, like if they're a better fit for that person, then energetically might honestly be better for you for them to see that person. So that's like, Coach moment, number one. But also number two is like if you don't plan now, for your long term health, like your longevity in this profession is going to be limited if you are an hvla adjuster. And so if that's you, like just make these plans, have backup plans, make connections with people in your area that do coverage work, start reaching out now, like have plan BC in your pocket. Like literally as I've been navigating this over the last few months, I have had like Plan A, B, C, D and E literally I've had like, people lined up of like, okay, you're, you know, this is what I'm going to do, ideally, but if that doesn't work that I'm doing this and the connection is really important, because you'd be surprised, like, it's it could sneak up on you. And I just want to make sure that people have that you know, and really like, like, third piece of advice would be if you're fresh, and you have the option to do some tonal adjusting whether it's like your practice is fully tonal, or at least you are 50 to 70% Tonal, I would say do it. Doing high volume hvla adjusting is not really very great. So

Molly Cahill
especially like I said for women, if you're trying to like get pregnant and have kids and I know my my chiropractors like a husband and wife duo and she actually just had a baby like not even a week ago so fresh. But even like in her third trimester, she wasn't able to do like side posture adjusting like she'd have to call him in to come do those. And so, yeah, that's really sound advice too. And then just like one other question I know I would have is if you can't find someone local is there like a resource that you'd like to use for just people who maybe are like locum who come in?

Dr. Krysti Wick
So there are different like services. There's one called like Doc for a day, and I know people that have had good experience with those types of services. I personally have interviewed like a couple of options through that. And it has never really been my model. You know, we have a wellness based model. So the vast majority of our patients are coming weekly or bi weekly for wellness care and a lot of locum type Doc's are very pain based, they're very, you know, they don't understand or sometimes even believe in care plans, they don't understand or sometimes even believe in wellness. So, in my experience, that has been difficult. And so that's where I would say, just really try to get some connections, you know, even if it's a few hours away, I mean, one of the gals we have coming in a few weeks, she's gonna be driving an hour and a half, you know, each way two days a week to cover for us, but she fits that, like she understands what what we're looking for. So oftentimes just like, younger Doc's that are trying to build their own practice, that maybe are, you know, close enough to Dr. But far enough that it's not a big deal. You know, that's a really good resource. And really, the other thing is just the all the Facebook groups, so just getting in those groups and asking for resources can be really helpful.

Molly Cahill
Yeah, yeah, that's what I've seen that and like the women chiropractors group a lot, I've seen people asking for coverage and stuff. Thank you for sharing that on the fly. But let's get to what we plan on talking about today, which is marketing. I mean, you have this really large high volume practice in a really small town, which I just think is incredible. So

Dr. Krysti Wick
I'm, in my mind, because I always get scolded from some of my friends when I say a small town because I think, last I checked, West Bend is like 30,000. And you know, I have friends that practice in a town of like, 5000. And they're like, Yeah, you're it's not a small town. And I'm like, but compared to comparatively, I mean,

Molly Cahill
yeah, I mean, what cuz how close is the biggest,

Dr. Krysti Wick
like, closest big city would be Milwaukee? And that's like, you know, an hour away?

Molly Cahill
Yeah. Okay. Yeah. So like, people aren't driving to, like, I live. I don't live in the Cincinnati city. But to actually get to Cincinnati city. If I were to go see a chiropractor in the city would take me 20 minutes, not even maybe 15. Yeah, so I could, whereas like, I have a student who's in the hub, who is in like, way east out, like an hour from Cincinnati. And like that, it's just a different thing. It's just feel like it's different. So yeah, so small town, you use that term, relatively, but I think it's still Yeah, I still might who works on your Instagram. And we're always trying to find other Instagram accounts to engage with. Yeah, to talk about some of the ways out, we'll talk about social media, of course, like, let's talk about some of the ways outside of social media that you found to be helpful. And you're right. And in all stages, like, because I'm sure it was different when you first started versus now.

Dr. Krysti Wick
Yeah, I've been analyzing this a little bit since you and I started talking about that this was what we were going to talk about, because I have never found dramatic success with social media in like marketing our practice, like some success, not dramatic success. And I always wonder if like, that's because I am not wired in, like the social media capacity, or if it is truly because our area uses social media in a different way. So my practice has truly been built on relationships. And interestingly enough, like I have a couple of friends in the area that have businesses, like one in particular stands out in my brain, and she and her husband own this really large jewelry store. And they've been in town for generations. So like his, his dad owned that and whatnot. And she and I have talked about the same thing like relationships is what builds businesses in small towns. And so for a lot of you listening, when we say relationships, and chiropractic, people immediately go to like other provider relationships. And you know, Molly will be the first to tell you like, we don't have that option. Like we don't have like doulas coming out of our ears. We don't have tons of homebirth midwives. We don't have, you know, pediatric specializing PTS a ton of that, like we just we don't have the same resources that a lot of you have in larger places. So when I say relationships, I mean, my practice was built on my sweat equity, of getting into the right places at the right times when I was young in practice. So I graduated from chiropractic school when I was 22. I started my practice a few months later, when I was 23. And I joined tons of nonprofit boards and volunteer committees and I did a lot of just general volunteer work. So like I was this little baby out there. You know, sitting on a board with other business leaders in the community, feeling overwhelmed and like I didn't belong, and I didn't necessarily I didn't have anything to offer at the time except my time, like I didn't, I didn't have money I couldn't, you know, like when they're fundraising, like people are working for companies where they can give, you know, $1,000 donation and like, you know, here I am, like trying to rub my two pennies together and asking my parents for money, right to start my practice, like, that's just the reality, I think of a lot of our situations when we graduate. But I did have time. And so I found that that was very quickly recognized, like the fact that I not only cared about my community, but I wanted to make connections. And you know, this coming from like, I'm not an extroverted person, I actually, like, those kinds of things are really difficult for me, but I pushed myself to do them, because I knew that it would pay off. And it was one of those things where it didn't necessarily pay off immediately. So this is definitely a long game strategy. But I still have people that come to the practice today, 16 years later, that, you know, met me at a nonprofit board meeting when I was, you know, 23 years old. So, just making sure that you are seen, and I think that a lot of this falls by the wayside, like a lot of the younger generation in our profession, kind of take this advice with a grain of salt, because they're like, Well, I can just be seen on social media, and it's the same. And my answer to that would be it depends. Like maybe, like, probably depends on your area, maybe. But in my area, I really like the business leaders and the people that are going to help, you know, really share the message of what our practice does. They don't spend a ton of time on social media. And so it has been really important for me to make those connections early on. And really just like fuel my passion for what's important in my community, like I, any of you that own a small business, you must give back to your community. And you need to be you need to be visible in the areas that are important to you because that authenticity is really magnetic. And so when you're out there giving back to places that are aligned with what you love, so like for me, I'm typically now only involved in nonprofits that serve young families. That's that matters. So that's really like the first and the biggest piece of advice.

Molly Cahill
Yeah, I want to go back to like some of the like, how to, and it's like, how do you even find these organizations?

Dr. Krysti Wick
Yeah, yeah, I mean, regardless of the size of your town, like every town has a whole bunch of nonprofit organizations. So really, I think when I first came, I went to a lot of like chamber type situations, just to kind of get like a lay of the land of what nonprofits were active in the community, like, you know, what executive directors were looking for help that kind of thing. So that's a really good place to start. You even can just like go onto your Chamber's website and look at the nonprofits section and just kind of get a lay of the land, obviously, just like simple google search like nonprofits in you know, so for me, it's like nonprofits, Washington County, Wisconsin, like, what resonated with me. And then I read about a lot of them. So I read about their leadership, I read about their boards, I read about, like, their goals on their websites, typically. And then that was really the easiest way for me to determine what place I want

Molly Cahill
to Yeah, yeah. Did you ever do any like of the BNI type things

Dr. Krysti Wick
I did, I was in BNI, for probably three, the first three years that I was gone.

Molly Cahill
And they're mixed reviews. So I'm sure it's like one of those things that's like, people go to one chiropractor, they don't like and then they think all chiropractors are like that, like if you've won one BNI like group that's run poorly. And you think all BNI is that way? So I've heard mixed reviews, but I'm sure it's just like specific to the group.

Dr. Krysti Wick
I am sure I mean, I, I agree. I've heard both ways. I mean, for me, it wasn't my favorite thing to do once a week being with exact same people. But here's what I'll say about BNI. You know, in most situations, they make you stand up and do a, you know, a quick little tidbit about who you are every single week. And then like, I don't know, every quarter you do like a longer, like 10 minute passion pitch, basically. That's a great opportunity for you to actually figure out what the heck you should say, Yeah. And, obviously build relationships with the same people that can go out and be fantastic advocates for you. So like, one of the women that I met in BNI was my very first patient in that you actually was on like a waiting list to see me and like kept getting pushed back when we were building out my first face. And I still see her every single week now 16 years later. So all of these all these things work if you're willing to put in the effort.

Molly Cahill
Yeah, and I would just say, I don't think it's like a either or like it's not like social media or in person networking because really, they're one in the same and you know that I teach this like especially When it comes to online business, right, it's especially like in 2020. Everybody's like, oh, passive income, online business. And it's like, A, it's kind of a misnomer. Like, it's not really passive because you still have to build that network and build the community, even if you happen to be listening to this in your online business only because I do have like health coaches and stuff. I started my social media management business, in person networking, and I didn't go into it with like, a lot of the online business owners, and the whole passive income boom was like, I could see anywhere, but anybody in the world. And I'm like, Yeah, but like, if you start locally, I always encourage people to start locally, even if you're a virtual business, because it just gives that one more connection point. And then I always say what's what's if you're trying to grow your social media presence, what's better than one audience to? So if you do have those connections in the community, then you can collaborate on your social media posts, then both audiences are seeing it. And that's cultivated through relationship as well. So it's not just about you pick one or the other.

Dr. Krysti Wick
Yeah, I think it takes a special kind of person to be super transparent, on social with all things like to really do social well and give a good idea of who you are, like in a well rounded perspective. It takes some some guts and some like the right personality, in my opinion. And so if I think it's really important for everyone, to voc it like that nothing can take the place of in person connection, like, nobody that knows me from online actually knows me, because I am not the type of person to like, share all of the things. And so I think it's so important that as practitioners, we get out there and actually, you know, this is that old advice, right? Like shake hands and kiss babies. And obviously, like, I'm not a 60 year old man, chiropractor. But like, that's, that's real. It's, it's, you have to be seen, and you have to be heard, and you have to really develop your skills so that you can get to a point where you know what to say out in the community to help people understand what you do.

Molly Cahill
Yeah. So what are some other than, like, the nonprofit board, the BNI, the networking, what are some other kind of more grassroots? Yeah, quote, small town, things you've been doing,

Dr. Krysti Wick
obviously, like one on one connection. So, you know, early in my career, I tried to kind of set up like, quotas for myself of whether it be other providers, which this is a common thought process of like, okay, I'm going to reach out to other providers, and I'm going to do one meetup a month, or whatever it is, I certainly did some of those. But I also did that with other like school organizations and things of that nature, where I just wanted to learn more about what they were doing, even if I couldn't necessarily sit on their board or help on a committee. Because then that allowed me sometimes to just like, have more resources that I could connect other people. So then like me being the connector of like, I'm sitting on the board for, you know, early in my career, I sat on the board for a organization that helped it was basically Big Brothers Big Sisters, but for adults with disabilities. And so it was a, it was a younger organization with not a lot of resources. And so it was helpful for me to kind of build my knowledge of the area and be able to provide more date, like data and resources for that organization. So meetups are super important. And in those meetups, especially if you're, you know, whether it's a provider or an organization, really making it about what you can do for them, and, you know, saying so like early in my career with providers, I would say, you know, I am new to the area and I'm building a practice that is family wellness oriented, and women's health. And so I want to learn more about what you love to do so that I can make sure that I'm referring, you know, appropriately like the right patients that really fit with what you feel your wheelhouse is, and getting a message like that probably some of some of you listening have gotten a message like that hopefully from you know, a doula or a pelvic floor PT or whatever, you can always tell when like they're genuinely interested in the big picture universe or can you know getting a message that says like, I'm new to the area and I want to tell you about myself like people don't have time for

Molly Cahill
No, you really can tell. Well, just kind of like what I was like, I always consider you even though we're like the same age I always feel like for some reason you're so much more adult here than I am I told you this before so I always love when I get the chance to like to kind of like coach you and when we were talking about your and it was like no it's not when you're talking about like actively commenting on other people's profiles and I'm like, Okay, we've we've got a mindset Like around this, it doesn't have to be you know, you you know your energy? No. So you're, I think as long as you come at it from that place it comes through.

Dr. Krysti Wick
Totally. So like, that's a big one. And then honestly, like, unpopular opinion, I did a lot of screenings when I was first in practice. And I am not like, I hope this comes through for all of you listening, like I'm not built for this, I am not the person that you could put in a screening booth that like, like, I'm doing like jazz hands, right? Like, that's, that's not me at all. But I did, I did well, in in that screening environment. I mean, I had a booth at the county fair for like four years, four or five years straight. And I would like narrow my like, because it was like, all week long. So I'd have to like narrow my hours in practice to be there in person at the frickin County. People are like, What the heck were you doing? I am telling you, like, I can think of three families that I met at the county fair that are like probably, like right up there in my top 10 families that are like advocates for our practice. And I met them at the county fair when I was 24 years old. So

Molly Cahill
well, that's interesting that you say that about advocates for your practice, because it's something we haven't touched on yet. It's just like, the referrals, like because it is a snowball effect, even in my business when I niche down, and I met you. And you know, it just becomes like a snowball of it gets easier. I feel like because then the more people that know about you, even if they tell one person about you, and then that person tells one person about you. It's just such a web. Yeah. So do you want to talk about any, like referral programs or incentives that you have going on?

Dr. Krysti Wick
Yeah, we have? I've never done anything like that, actually, in the history of of my practice. I mean, well, that's good to know. That's helpful to know. Yeah, there's some legality issues and your practice with that kind of stuff. Yeah, so I've never really done anything formal like that. But really, I would say the biggest thing is just continuing to keep my energy in that like service zone of like, How can I be of service to you knowing that, then that's when it come back around. So even with like, just acquaintances, or you know, people that are meeting me at a screening or at a booth, even if they had a chiropractor that they loved, that they were seeing really regularly, if they're still engaging in conversation with me talking a little bit more about what I do. And then oftentimes, like those people, I mean, we have patients that bring their kids to see us that they see a different chiropractor, okay? Because they want the kids to see us because we see tons of kids and their chiropractor does it. And so don't make that wrong, like make sure that you are praising the fact that they are under regular care. And if they're super happy, where they are, like, you can still talk about what you do, because you'd be surprised, like now they're sending their neighbor to you because of what they have going on in their family. And they're still happy with the chiropractor, they're seeing based on what's going on with that person. So just keeping that service mindset, being open minded. And really, like the biggest thing is like, patience, you know, see, I don't have a lot of patience. But I knew early on, like building a business and building the size of business that I wanted, like, not everything pays off immediately. And I think especially for those of you that are newer in that process that can be endlessly frustrating. And I totally get it, I've been where you are. But when you're consistent, it absolutely pays off. And so you just have to be willing to take hold of all those little pieces and make the most of them at the time knowing that you know, eventually, like all those little pieces add up and you have a mountain of success. So and I

Molly Cahill
found in my business, it's just asking sometimes if I'm just like, Hey, Dr. Christy, I've got a webinar coming up. Is there anybody you could think of that? You could tell? And usually you were like, oh, yeah, let me send this thing. Yeah. And and then if I were to follow up, or you were to follow up with me, like I wouldn't think you were being just be like, oh, yeah, forgot, let me let me send this or like, Hey, would you mind me just even asking a patient this is what I always tell my Cairo's asking a patient Hey, would you mind like putting us on your stories? Or would you mind just like sharing our Instagram profile of one of your friends? And they're like, oh, yeah, sure. Like, nobody. Nobody's gonna be like, Oh, what are you asking me to do? And if they are, then they're probably not your perfect patient anyway,

Dr. Krysti Wick
anything I always really respect the hustle. Like, I respect that. And as much as I hate that word, it's like, it is part of building business. Like you have to be scrappy, and you have to do the work. And you have to be willing sometimes to put yourself in an uncomfortable position and just pass Yeah,

Molly Cahill
and people are happy to do it. I have found.

Dr. Krysti Wick
I mean, it's an interesting topic for me right now, because we're building out a mastermind for high performing chiropractors and my colleague and I that are Doing it We've very consciously like we didn't build a webpage. We're not like running like certain types of like we are doing it how we are, which is grassroots. So we are doing like hand picked invitations to have discovery calls based on like our network and our connections. And it's actually been a really interesting process because people are not only honored to like be asked to discuss it with us, but we're curating the right group, because we're willing to not like, put it, you know, just blast it out and be like, Look at me, look at me, it's more just, let's make sure that we're getting the right people in there, so that they can grow. So it's

Molly Cahill
exactly what I'm doing with my Charleston retreat. I'm hoping at the time this episode airs that we have hoping at that time, we'll at least either have a couple only a couple spots left or be full, but I'm not opening it up to just my general email list. Because that's not we're all going to be in the same house. Like, I don't want just like, Yeah, somebody I've never had any interaction with. I don't know, like, we were all in hotel rooms, or something. That'd be different. But yeah, this is gonna be like an intimate group. I had one of my male chiropractor clients who I love. He's like, It's too bad. It's only women. I was like, Yeah, I don't really think they'd want to be staying in the house with. He was like, really, like, he's like, he really wanted to come.

Dr. Krysti Wick
Port guy.

Molly Cahill
I know, I was like, Sorry, dude. Because I don't think people really open up if you know, it's just gonna be like our little group. So we only have a few more minutes left. So I want to give you a chance to talk about anything like other that we might have missed, just from like, a small town standpoint, is it like getting Google reviews or anything like that, and then I want you to talk about how people can work with you.

Dr. Krysti Wick
Oh, my gosh, thank you for that loss, because I totally forgot that Google reviews are important reviews everywhere important. And so obviously, on those platforms, but also, I'm gonna say, really focusing on curating the stories from your practice, like, this is so important, regardless of you know, the size of town. But I think a lot of my, like, gradual success in the family arena was because I really would curate these stories, and I would share them, you know, in some of like, if I'm doing a screening, I have, you know, a framed picture of a family with their story. I have like a whole binder full of stories of like what people can expect, you know, if I'm doing a talk at BNI, I'm talking about that. So making sure case studies kind of set what you mean. Absolutely. Yeah, testimonials from families that are really talking about things that people might not know, I mean, I definitely find that in small towns, it is less likely for you to find wellness, chiropractors, you know, chiropractors that are willing to talk about, you know, childhood issues. And you know, I think about we have a an older patient, he's like in his 70s. And he came to us for depression, literally only for depression. And he goes to Florida. And he has called other chiropractors. They're saying he needs care for this time that he's there. Like we've sent him people to call. And none of them will see Him because they say like, we don't treat depression, like, obviously, people. We don't treat depression. No, but can you tell your stories about how people with depression and anxiety in your practice have seen change because you're getting their nervous system in a different vibration, and they're able to function and manage stress better, like, these are the things you just have to be willing to talk about. And I think especially in a small town, like he literally came to us for depression, because one of his grandkids for like ADHD and anxiety and so like that family talked to him. And that's how he ended up in our practice. So just Yeah, make sure that your story, and you're getting good at that and you're sharing those things in the community, it can be harder in a small town, because in my opinion, like mud can be thrown a little easier. Like it's, you know, some people aren't going to love what you have to say some people aren't going to believe in what you have to say. But you have to have the resilience to keep telling those stories, because they matter so much in practice. But especially in a small town, that's what's going to build your reputation of who you serve, why you serve them, and how you can help them.

Molly Cahill
Can you talk about quickly though, like the I know, You've taught us a lot about like, I always say we are a better Instagram marketing agency because of Christie wick.

Dr. Krysti Wick
Oh, that's so

Molly Cahill
serious, because and it's different, like United States is actually a lot easier than like my Canadian docs or like I had a chiropractor from Australia. They're like we can't even mention ear infections we can't even mention. So it is harder because you probably can't. So what we've learned through working with Dr. Christie's we say patients in our office have reported decreasing anxiety with regular care.

Dr. Krysti Wick
Yes. So I have learned the language that is important to us through falling on my face. And getting the mud thrown that I just talked about. So like, when I first started seeing lots of kids, and I was, you know, really involved in a training program that was specific for pediatrics, and I was on fire for like everything, I would talk about all the stuff online and it it was not good. It was not a smart choice. And to be honest, I think you can really, you can polarize yourself to a point that now you're known in a small town is like, the crazy one. And so I think it's really important that you use your very educated brain, and figure out how to say the thing in a way that is palatable. So like, what Molly just said, is what we always say on anything, like, please, please, please don't go out in the community and say, we treat your infections, ah, like I just doing that, like, don't say that you are not treating ear infections you are treating subluxations that may potentially impact the nerve that helps drain the ear, like helps with the muscle that drains the ear. So like, make sure that you're conscious of that. And really, no one can argue with the language of moms in our practice have reported, you know, fewer ear infections for their kids after getting under care, like, right, who's going to dispute that? If that's you know, anecdotally what right, your practice so yeah, use your words wisely. And remember, like, you know, this isn't me being afraid to stand up and say what I believe in, in my opinion, this is me being smart and remembering that most people especially in my small town aren't going to get it and so we need to make sure that we're using language that doesn't push them away before you even have a chance to have Yeah,

Molly Cahill
exactly you have to meet people where they are and marketing to someone like me versus marketing to like my best friend here in the town like that would be two very different we're both your ideal patient and it would be very different language she would say to both of us so yeah, I actually do have a free like marketing messaging download that I can link in the show notes but Dr. Christy house you talked about your mastermind but I know you also have the eliminated slides to tell us how people can get that like business mentorship from you.

Dr. Krysti Wick
Yes. So if you are a female chiropractor and you're looking to grow your practice, and also you know have some personal development I'm super passionate about just developing you as a viewer. We would love to have you inside the illuminated squad we have a couple of different membership levels right now you can head over like easiest way to find my website is just Dr. Christie with.com But my first name is spelled funny so make sure you check that ry STI check the show notes on that and you know we have not only a content membership but we also have a stats membership where we help help you keep your stats and really look at your trends. And then yeah, for the dudes we are running a high level membership High Level Mastermind for a small group of people it probably will be closed by the time this comes out but if you're interested in your in that like half a million and above range and annual collections reach out to me for next school round. This is with my friend Dr. Jay good knocker Yeah, that's those are really the two ways you can win.

Molly Cahill
And I am NOT an affiliate of Dr. Christie's I just love her and I just have to say I've been to your event I was your three always a charm, I was invited to come speak at her illuminated squad event, three years in a row and COVID the first to squash those plans. But I got to come this last January and just to see a the group of women you've like the the community you've cultivated like it didn't feel like stuffy or pretentious or like buttoned up it was just like very literally, I like ended up wearing something different than what I had planned to do my presentation in because it was just like comfortable, casual, conversational, and it just felt very warm and welcoming. And so and just to see how you are and like the respect that everyone in the squad has for you is just like it was really cool to watch. I was like taking notes. Well, thank

Dr. Krysti Wick
you.

Molly Cahill
And then I have that video of you doing your little jig which is my favorite.

Dr. Krysti Wick
Yeah, I'm a total dork. So I do lots of random weird things when I'm with the people I love that's

Molly Cahill
Well, again, thank you so much for squeezing this in in between your patience and your super busy schedule. And I'm just so grateful for you in this relationship that we have and I know people will find some value from this episode.

Dr. Krysti Wick
Oh, did I sue so much. Thank you for everything you do for chiropractic. Like chiropractic wouldn't be the same without people like you who are advocating and helping us get out of our science brain. Like we're on the

Molly Cahill
other side. We're not the practitioner.

Dr. Krysti Wick
I know I love you. I'm so glad to be here.

Molly Cahill
Thank you Dr. Cook. Christy Thank you for listening to holistic marketing simplified, brought to you by holistic marketing hub, our hybrid program that supports you with personalized coaching, captioned templates, and virtual classrooms. In this program, we teach health and wellness professionals how to fish but we also made their hook, head to holistic marketing hub.com To learn more, and use code podcast for $100 off, and hey, you know how 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