Episode 13: What Instagram Did for this New Practice with Dr. Nick Belden and Dr. Hailey Koch

Molly Cahill
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 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 bake their hook, head to holistic marketing hub.com to learn more and use code podcast for $100 off, you can find full show notes, resources and more. At Molly cahill.com/podcast. Dr. Nick and Dr. Hailey, welcome so much welcome so much. So much like three times, I think I need more coffee. Welcome to the show. I'm so happy.

Dr. Hailey Koch
I like it. I've never been welcome to so much before so.

Molly Cahill
So Dr. Nick and Dr. Haley are a soon to be kind of husband, wife, chiropractor duo in Arizona. And they are students in my holistic marketing hype program. And they are absolutely smashing the Instagram game. And so I thought I would have them on the show to ask them a couple questions about their journey. So I've already done your intro. But if you want to just do like a quick, quick story for both of you. Yeah.

Dr. Hailey Koch
So I'm Dr. Haley cook soon to be Dr. Haley Belden. And I grew up in Wisconsin, and moved to St. Louis, I lived there for about five years while I was attending chiropractic school and working a short stint as an associate. And that is where Nick and I met. And the rest is history.

Dr. Nick Belden
That's it. I would say my life has been one giant ball of routine. But yet at the same time, anytime I minorly deviate from that routine, amazing things happen in my life, such as meeting Hailey and switching careers.

Molly Cahill
That's like a whole story right in that?

Dr. Nick Belden
Yeah, there's so much it's like a parable of the bookkeeper that the 30,000 foot view?

Molly Cahill
Well, but Nick, you were in corporate finance

Dr. Nick Belden
was for about 18 months,

Molly Cahill
which is so as I just say it because it could have been that long, because either you have a baby face or you didn't do it. You look so young. This is just a combination of both. But you said that business school and no way prepared, because you and Haley run your own practice now called the hive. And you said that business school? In no way shape or form prepared you for running a business? Nope.

Dr. Nick Belden
And, you know, I don't think we talked about this a lot. I don't think the intention of it is to do that. I think it teaches you a lot of strategy and textbook making on a business. Yeah. And so you can apply some of that to whatever the specific businesses but still just, there's no class you can take that prepares you for the idea that people cancel last minute, but then oh, shoot, I have this other thing. 30 minutes before Oh, wait, I had this development meeting later. So it's just so many things happen, that it's hard to have a class fully detailed outline,

Molly Cahill
well, tell us tell me about like yours leap to opening and starting and owning your own practice, because you are both young, and you're both, you know, like, what it's like, walk me through that that had to be a little scary. And for

Dr. Hailey Koch
sure. I feel like I have always like, this has always been my dream. Like, since the day I decided to be a chiropractor. It was always like, and someday I will have my own chiropractic practice. And that that has just been the plan from day one. And usually when I make a decision, I stick to it. I'm slow to make those decisions. But once I do that is that's where that's the direction. Yep. So that has always been something that I've been having my mind on. And actually, that was my intention. Going into the last few trimesters in chiropractic school was that I was going to open up afterwards. But then I met Nick and I knew that I didn't want to open up in the St. Louis area where we had been in chiropractic school, and he was about a year and a half behind me in school. So that was where I had to make the choice to kind of table this vision that I've had for years and years and years to wait a little. Yeah, hold off and, you know, kind of pivot for for a couple of years while he finished up. And so I feel like this has been a long time coming, which doesn't necessarily make it any less scary, but knowing that this was the direction that we want to At least that I wanted to eventually head didn't make it that much easier.

Molly Cahill
What about you, Nick?

Dr. Nick Belden
I just got to play a stay at home boyfriend during the panel. know for me it was. I knew when I changed careers at some point I wanted this to become an entrepreneurial venture. I just didn't know when. And then when she told me she wanted to move here. We spit ball the conversation back and forth of hey, can we can we do this together? And can we unite pediatric family, prenatal Cairo and funk med? And go full throttle on this thing? I thought you know what? Let's do it. Yeah.

Molly Cahill
And that's the next question. I was gonna say like, You each have a different focus. So Dr. Haley, you're, you know, like he just said pediatric. And then Dr. Nick, you do functional medicine. You said, I mean, you still see chiropractic patients to write?

Dr. Nick Belden
Me? No, I don't just anybody. Oh, I didn't know that. Yeah. So actually, man, there's so much to unpack this story. But I actually thought most chiropractors did functional medicine. So when I came because I met a doc in person who talked about gut health, nutrition and all that stuff. Oh, that's just what they all do, and talking about, and then got to school and very quickly realized, Holy shmack. This is, this is maybe, yeah, like 5% of them talk about this?

Molly Cahill
Wow, I didn't know I had this whole time that I've known y'all. I've never known that. So then are you in? Like, are the majority of your functional medicine patients in office? Or do you see a lot of people virtually T? Are you trying to get to that point?

Dr. Nick Belden
So right now, I'm probably at 20 in office and virtual, and I will say, I thought I was gonna love seeing people from across the country. But I think just starting out, I'm I love the in person connection. Oh, yes. Yeah. And obviously, like, this is still fun, because this is the best we have. But I am finding that when people are telling me some of the these horrible things that have happened in their life, I don't, it's much harder to connect with that virtually than it is when they're three feet from me.

Molly Cahill
I completely agree. Well, and even just from I mean, you're talking from just like a patient care standpoint, but even from a marketing standpoint, it's something I always try to tell my new virtual health coaches, nutritionists, whatever I'm like, start locally, because people are much more even. Even if you still see them, virtually people are just more likely to hire you when you've got that connection point of geography, like it just right. I mean, I think about like virtual assistants I've hired and stuff. And I've only met them in person, like twice, but like, Oh, they're close by like, I could go see, you know what I mean? Like, it's something about having them there. And then you've got the like, would you say, the patients you see in person, like, do you feel like there's crossover, like, they come in for chiropractic, and then they want functional medicine or you feel like they come wanting functional medicine, then get chiropractor, you think it's like a like a mix,

Dr. Hailey Koch
a mix of both. That's something that now after being in practice over a year on our own, we're starting to figure out where those similarities are, and what kind of person is for both of us, because there, there are definitely a lot of people that I see that could benefit from the different things that he's able to do with them, but also in vice versa. But also, like, I don't want to be referring everybody over to him, because I know that everybody I work with wouldn't be a good fit for the way that he does things too. So it's like that conversation of like, Oh, hey, I sent you this person. And he's like, Yeah, you know, they were cool, but I think they, you know, could benefit from maybe some health coaching first or a different form of specialty prior to, you know, seeking out functional medicine.

Molly Cahill
Yeah, that's, that's so yeah. Because Nick, you like to see like a more like, oh, you see some athletes and stuff. Right. Or is that did I make that up?

Dr. Nick Belden
Yeah, I see. Probably, I call them like weekend warrior types. Yeah. Okay. Yeah.

Dr. Hailey Koch
Yeah, I mean, I do open my arms to you. But I definitely have like, I get fired up more. So when I can work with somebody through their pregnancy or postpartum journey. And, you know, a lot of the people that he worked with, like, there's definitely some crossover, but I would say his age ranges, maybe just a slightly older population, maybe like a decade or so. asked where my bread and butter is.

Molly Cahill
Interesting. So because you are in like, the greater what would you say you're in the greater Phoenix area? I mean, yeah. Do you feel like your geography has played into any of your like, I feel like there's different areas where it's like, people have never heard of chiropractic, never heard of functional medicine. Yeah, I was actually not something that's talked about.

Dr. Hailey Koch
Yeah, I was thinking about that. actually this morning, and thinking about how blessed we've been to be here, because I do feel like one of the biggest drivers of business, for us has been the professional referrals of some rare like lactation consultants or midwife groups or doulas, and it's it's been kind of crazy because when when we reach out to these people, or when we form these connections, a lot of them already know and love chiropractic. So it makes it that much easier to, you know, be like, Hey, we're, we're another chiropractor, this is what we do special. And so often they're like, Oh, yes, we need more of you and stuff like that, too. So the, the Phoenix area has accepted us very well, in that regard. And we do feel very lucky in that geography has played a significant role in that. It's awesome.

Molly Cahill
I also what made me think to even ask you that question was my niece, I have a gosh, I should know how old she is. She's almost six months, a little over five months old niece, and she has been swallowing issues. And thankfully, my sister in law was like, super open when I was like, Hey, would you consider taking her to a chiropractor, she's like, I'll try anything. Because they were they were saying like, it's going to be NG tube if she doesn't start gaining weight. And she's like, No, I'll try whatever you know. And then my sister in law's sister just got diagnosed literally two days ago with dysautonomia. And so I'm like, Hey, would she be open to going to a chiropractor and you know, what's funny, is the same group got referred from two completely different people. And when I sent the referral to my sister in law, she's like, Oh, that's the same group of chiropractors, we're adding my niece is going for her sister in law. So I don't know. I just, it's, it's hard because like, in Birmingham, Alabama, where I'm from, I'm like, wow, there's like this one group. Like, that's it like, because like, he's just. And thankfully, they came highly recommended, but like, it's just not something people think about there. You know? Yeah. Well, maybe it is more now. I haven't lived there. And, you know, almost looks like 18 years. So maybe it's different now. But I just, I wondered, because I did spend six years in San Diego, where, I mean, everybody had a chiropractor. Everybody had, you know, like, it wasn't a it wasn't a thing. You know, like it wasn't a novel thing. Okay, so let's switch gears and let's talk about the marketing. So y'all enrolled in holistic marketing hub, how long ago? Was that?

Dr. Hailey Koch
Come in about a year now? Yeah, it's

Molly Cahill
almost been a year. Yeah. And, Dr. Nick, do you use the content at all? Or do you mostly you mostly just do original content for your stuff?

Dr. Nick Belden
For so I've actually I do a lot of our practice stuff. Okay. exclusively use the Content Library for

Molly Cahill
that. See, it makes me so happy. Did you see how I recently divided it all out into categories? Yeah. Yeah. Turkin printed on pregnancy. And then, yeah, it's like that content library. Now. I counted through the day. It's over 400 posts. Wow. Yeah. I know, you like your original content for your functional medicine side. We should check it out for you.

Dr. Nick Belden
Well, actually, it's funny. I, for some reason, I just I wanted to be the black sheep for so long. But then I still understand that there's value in messaging that people understand because he tells me sometimes I go deeper than is probably needed. Because it's fun for me, but I know it's not fun for he just wants to hit you with a firehose.

Dr. Hailey Koch
Yeah.

Molly Cahill
But I love your I personally love your content, but that's I'm probably like, a lot further along in my journey than a lot of people are but no, I love it. Um, so talk about your experience and and I didn't really even mean for this to be that but like, what was it about, like because implemented? You're like the perfect students like not only did you do use the content library but you also they just fist bumped for the people who are they just bespoke noodle yellow are adorable. Y'all, I went through all the strategy classrooms and like implemented to

Dr. Hailey Koch
Yeah, it was honestly so beneficial for me because I was actually an Instagram newbie, when I joined your class. I did not even have a personal Instagram prior to joining. So while I, you know, have been on other forms of social media and felt like there was a lot of different crossover and you know, I'm, I'm a young millennial, so I still have a little bit of that technology like I can, I can pick up on it quickly. But being able to start from square one and learn like the strategy behind it and not just, you know, posting willy nilly, but actually having it you know, a plan was absolutely what I needed, because otherwise I was just starting to feel very overwhelmed. And I was like, Oh, I feel like we need this but I don't know how to do this. And like I mentioned earlier, like if I'm going to do so Don't think I'm gonna do it right and correctly. And so it was amazing to be able to have somebody that could relate to me and, you know, wanted was in my corner like it felt like you were, you know, supporting us every step of the way. And so that was that was everything for me.

Molly Cahill
Awesome. And I always tell people I'm like, I'll be involved. I'll be as involved as you like, there's some students who I like never hear from and it makes me sad because I'm like, just like, I want to help the guy like having that relationship that's important to me. It's like part of my, all the personality tests, but what's what else? Enneagram is again?

Dr. Hailey Koch
I'm three. Oh, yeah, I

Dr. Nick Belden
think I'm a five. Yeah,

Molly Cahill
okay. Yeah, I could see that. Yeah. So the achiever and the person who needs to know everything. I have a lot of ones in the program, who do you really well to? That's like the perfectionist. They're like, we have to do this, we have to do it. Right. So how long like from the time you started the program from the time like, because you you pretty much started watching the classrooms and implementing right away, like how long would you say before you started seeing like good traction.

Dr. Hailey Koch
Two weeks, maybe my gosh, so fast. Because we we opened our doors in a new area where neither of us are from like, neither of us are from Phoenix, and new nobody. And it was just some of those different things like connecting with local people and tagging them here doing this and using hashtags for this kind of thing. And where to go and locally. And so it was, it was so fast. Like, you know, we the first couple of weeks, we were feeling so defeated, just not necessarily because we had different expectations, because we knew that we were just starting out. But But yeah, it was like a 180. From how I felt week one to like week three.

Molly Cahill
That's awesome. It makes me so happy to hear. And for a long time, like you've ever heard the phrase like sell them what they think they need, but give them what they're selling what they want, and give them what they need or something. So for the longest time, I was gonna have just a content subscription, which is really common. There's a lot of chiropractic content subscriptions, but I'm like, I can just give you the captions all day long. And that's really not going to do I mean, no help. But really, it's the back end strategy, things that really move the needle. And so anytime someone's like, it's not working, I'm like, What are you doing the engaging steps? Are you like sharing local people? You're so like, that's always the missing piece? Like, why I'm doing it? And I'll be like, yeah, they they commented on, like, two people's thing, like a month ago or something, you know, like, really what I mean. So it is a lot of like, when you're in that growth phase, you do have to put in more work, but then I feel like, once it gets to a certain level it it's a lot easier to maintain.

Dr. Nick Belden
Yeah, that's that's actually exactly what I tell people with health a lot of times is the strategies for improving health are vastly different from the ones for to maintain it.

Molly Cahill
Yeah, yeah. Yeah. I love that. And yeah, I always, like so much things with marketing and health are like analogies and like, have your strong foundations first, before you start thinking about your coffee enemas and your sunshine first, I don't know, like, falling like. So let's talk because everybody I've had on the show, every guest I've had on the show has like, rapidly grown their Instagram. And I like to say, you know, I'm not like a one size fits all type person just like I could help. Again, there's another parallel. I think everybody kind of has to work with their schedule, their personality type their I mean, you have each other. So what is your process look like now? And don't if it's if you're like, I don't have a process. It's not fancy. I think that's that that's inspiring for people to hear, too. Because you're keeping up with two accounts. I mean, you're doing your functional medicine only account, Dr. Nick, and then you're also doing some functional medicine and chiropractic on the hive account.

Dr. Nick Belden
Yeah, I would say at this point for me, my goal long term is to actually have most of the functional medicine content related to my niche on our business account, and then have my Instagram just be whatever flavor of the month I want to talk about.

Molly Cahill
Yeah, so sort of liberating and fun. Yeah. Oh

Dr. Nick Belden
my gosh, yeah. Because before it's everything had to be IVs Hashimotos Gi, and then all my chaos sort of opinions on heart disease and cholesterol and so on. And yeah, that's it. Yeah. Like, hey, I'm wearing a different ring. Now. That's not an aura ring. So yeah,

Molly Cahill
yeah. Well, I think people love that personal brand stuff because so we have a chiropractor. He's been a client of ours forever. Actually. I'm looking at her right here. How cool is she? She got on the cover of her Alexandria magazine. You She's so freaking cool. Her name is Dr Shara. But she we do her personal brand page, which typically is not something we do because it's really hard to help somebody with their personal brand as not being the person. Um, but she's just one of those like all star clients who like she has photoshoots quarterly and like gets us tons of content. If we asked for it, she does it type, so it makes it easier. But we just recently did a poll on her because she has a clinic page and then she has her personal brand page in the clinic page she has like there's like four Doc's there, massage therapist, all that. And so on our personal brand page, we did a poll where like, what do you want to see? And overwhelmingly people were like, We want to see more of like, what do you eat? Like, what do you do? Like, what are you? You know, people love that little peek into your life. Because you know, when people are there, they're asking you like, what are you having for lunch over there? Yeah.

Dr. Nick Belden
Oh, we may we were just talking about this. Yeah. So yeah,

Molly Cahill
but I did. I did want to speak to that. Because some, some people get, you know, I teach like in the course, too. I'm like, don't feel like you have to have two separate accounts. Like you don't have to have a personal account and a business account. If you do not enjoy creating content, and you don't enjoy Instagram, like just have one and double down on that one. Because you need and you want to have some personal flavor, even on your business account. And I don't know, like you said, y'all are young millennials. I'm an elder millennial, but like, I feel like we all were still brought up in that. Business is one side of you, and personal is the other and it's just so not like that anymore, which I think is freeing because especially when you're this is I've if you've listened to the podcast, or like, followed me for any amount of time. You've heard me say this a million times when you're a health and wellness professional. It's like okay, Hailey, you're like physically touching me. And Nick, you're asking me about my poop. So like, I want to know. I don't want you to be some logo of a faceless business. Have no like insight into who you are. That's right. Hmm. Yeah. So are you all private people? Like, do you feel like it's hard to kind of put like more of a personal spin on things? Or how does that work for you?

Dr. Nick Belden
I would say I am not very private. And Haley if anything is probably a little more reserved in the

Dr. Hailey Koch
I Am. And I think that goes back to like, wanting to people please and like put on a certain kind of front and like have people see me a certain way. And so showing like, the messy parts of my life that aren't, you know, as curated and beautiful as they possibly could be, has been super uncomfortable for me, but has also been so much better than I thought it was like everything is always so much worse in your mind or in imagination than in actual reality. Because every time I put something out there, that's not perfect. And, you know, have like, 10 different second thoughts on taking it down. It gets the best engagement the most. Everybody loves it, and then everybody's commenting about it in the office. And so it's just, it's really helped me see like, yeah, that's, that's what what I what I need to become more comfortable with because it's, it's the truth.

Molly Cahill
It's relatable. Like you're about to say something Dr. Nick,

Dr. Nick Belden
I was just gonna say I think it's like people are tired of hearing me unpack myself and they want to hear Haley.

Molly Cahill
Hailey, tick Hailey until your onion. But it's so true, though. Because so my mom who's never been like, really into like, she's, it's just not anyway. So she started going to a chiropractor in Birmingham area, and she stopped because she said, she's so perfect. And she said thin and like, she has the sign about how she would never touch a Diet Coke. And like, she felt like and that's fine. Like, there's I'm sure she has her people too, who like appreciate that, right? Like that is I'm not saying that this particular chiropractor should have changed who she was because my mom wasn't her person. Right? But when you do show who you really are you get your people. Instead of someone who comes in the door, like oh, you're not at all who I thought you were. Yeah. Yeah. And I always say like, I think people get scared when I say like, personal content, and I'm like, there's a difference between private and personal. Definitely, you know, you're not gonna be like, Nick and I had an argument this morning, guys. And so I'm gonna, you know, like, that's not the kind of thing I mean, I mean, like people like to see like, literally like, Hey, Dr. Haley's going on a trip. What did she Pat what supplements did she pack or like? Dr. Nick has back to back patients today? How did he make sure he got a good lunch? It like people love them

Dr. Hailey Koch
and stuff? Yeah. Yeah. And I think Nick has done such a good job at that too. Because when you do work in health and wellness, it's almost like people, a lot of times will tell you what you want to hear. They're like, Oh, yeah, I've been doing my stretches and exercises or Oh, yeah, I've been you know, I don't I don't eat sugar anymore. And like, oh, you know, like, I No, it's probably bad. But I had, you know, a soda yesterday. And so it's like they have this preconceived thought of how you're going to respond. And I feel like when you do let them behind the curtain a little bit, they will honestly tell you more information, which allows you to help them more, and it's a win win for everybody involved. Yeah,

Molly Cahill
absolutely got and then you can give better care. Like you said, it's win win. So talk to me about a little bit I know kind of asked this before, but a little bit more of like your content process, like because you post a lot of reels. And yeah, so just kind of walk me through like, what does that look like? Are you somebody who pre planned like, how do you use the hub? How do you use it? Like, how do you know what videos to film for your own thing? How often are you posting walk us through?

Dr. Nick Belden
I would say I have, I tried to have two days during the week and a couple hours dictated specifically toward Instagram content creation. And I used to divide it up where I would do, I've tried to all reels in the same 30 minute block. So if I had an idea, I would write it down in a note section on my phone, and just divided up between engaging educational, personal. And I found as I was listening to Dr. Lauren, What's What's your last name? That sounds like? Yeah, he was talking about that, hey, sometimes I just make it real when I have a spontaneous idea. And I never do anything spontaneous. So I thought, what if I do some sometimes do stuff spontaneous? And actually, that is so freeing of itself. So I would say 90% of the content is very structured. And it's planned out, maybe at least two to three weeks in advance. But sometimes I'm just like, Man, I just want to talk about this right now. And I thought, I own this. I can do this whenever there are no rules. So I think in the beginning, I gave myself lots of structure, which was incredibly helpful. But now I've got I'm at a point now where it's, I can maintain it. So I can allow some fluidity in there and still get the desired outcome.

Dr. Hailey Koch
Sustainable. Yeah.

Molly Cahill
Yeah, that's important, too. So okay, so that's the like, you talked about your reels parts? What about like the others? Like, when do you like how long do you say it takes you to, like, go in the hub and grab captions? Or like, right? If you have to ever write captions, like, what does that look like?

Dr. Nick Belden
I would say, those will probably be done and try to be done in that same two hour block. And I will try to have maybe for our business side two weeks related specifically to pregnancy care. So I'll find four or five different type posts in the hub related to three tips for labor induction or four tips for comfortability during pregnancy or try to have it centered around a topic for a week? Because I went back and forth between do I want to do something mad one day, prenatal the next foot med the next and then I? I don't know if there's a right answer to that.

Molly Cahill
We were just literally on our team meeting. We're just talking about this yesterday about potentially switching to themes for our clients. And I don't know, I don't have any data to say, this is better. This isn't. I don't know. If I do though, report back. Yeah, you do you report back. So how often are you posting on each page respectively? Right now?

Dr. Nick Belden
Try to do three times a week. Yeah, that's good. Yeah.

Molly Cahill
And then y'all are also really good at your stories. Can you kind of like demystify Instagram Stories for people because I don't look at Instagram stories as content creation at all. In my brain, I'm like, it's just so off the cuff. Usually, I have like the max filter on because I don't have makeup on or like my hair is greasy. Or you don't I mean, like, to me stories is not content creation.

Dr. Nick Belden
And that I'm so appreciative of you, because you pointed that out, and one of the classes and for the longest time, I was trying to curate this perfectly formulated content for a story that probably only 50 people were going to engage with. And then you said, do just talk about what you're thinking right now. Yes, man, that's true. I like that. I'm gonna do that.

Dr. Hailey Koch
And I personally also appreciate that because if you know, Nick, he is just his mind is always going and he's always thinking about these things. And then he always wants to talk to me about it and he ends and I love it about 75% of the time so Instagram Stories has been a relationship saver, so to speak to just like, air out all his thoughts on his story and ask questions, so whoever's watching that and then I am not the one who has to like sit and think deeply when I'm exhausted. Facts

Molly Cahill
About Testimonials page slash marriage counselor. Yes. Well, my friend Shannon calls it the stories test, which I think is so brilliant and she's like, if something does well and your stories and like a lot of people reply to it, then you know, it's gonna be like a good piece of content that you should make to be more permanent on your feet and like yeah, so any like last words of like, Instagram wisdom, I did want to talk just briefly because I know Haylee, you've got a patient to see. But I just want to touch on like the local part of it and how you did say, like, you follow the steps, and like the community building classroom, and like, what did that kind of look like first getting there, not just from the marketing and Instagram perspective, but just from like, inserting yourself into the community and becoming, like any tips you would have for somebody who's struggling with that, even if they're not new in practice?

Dr. Hailey Koch
Well, I would say that, that was probably the biggest thing that actually built our practice was like the, you know, reaching out to local celebrities, and just, you know, kind of wooing them in a way and like posting some information that's similar to them, or what they see and tagging them in different stuff. And then, you know, you build this almost like virtual connection, and then slide into the DMS and be like, hey, like, I think, you know, we see a very similar population. And I would love to, even though we had like, five patients at the time, I would love to, you know, be able to recommend and refer some of the people that I see to you, and how can I get more information about you and asking about them? And within like, a week of opening the practice, I actually had like a meeting, they're like, yeah, come on over with a with a big group of midwives. And they're like, yeah, come on over, we'd love to show you our space and like, give you some of our information and bring some of yours. And then that's where the conversation came, like, hey, there's one lady that's kind of local that, you know, is Webster certified, and that we send our people to, and she has a three month waiting list. So can we please like, take some of your cards, and I had brought some business cards. And they were like, honestly, she was dropping off boxes at a time. And they were just going so fast. So if you want to, you know, create your own little prenatal information handout and give us like, hundreds of them at a time. That would be, you know, amazing. And so it felt like it, it fell into our lap that way. And then the other big connection was there's a group of lactation consultants that serves the entire Phoenix area. There's like 789 of them on the team now, but one of the ladies that runs it has a massively successful Instagram page. She has like 60,000 followers right now. And so, you know, again, I just reached out to her and been like, Hey, can I get some of your cards to to give to some of the moms that I see. And it was the most serendipitous thing because she was like, so we've actually been looking for a physical location in, you know, the West Valley. And we were wondering if you guys had any extra space that some of our lactation consultants could see clients out of, and we did, because we were brand new, and we had all this space. And so to this day, that's still a really great relationship for us.

Dr. Nick Belden
Now, we have blue pens everywhere. Yeah. And

Molly Cahill
you can see this. Oh, my gosh, you've been drinking out of this that whole time. Notice, so for if you're listening, Dr. Hailey's got a coffee mug thing that's got just like, boobs, on boobs on boobs on it. Yeah, that's great. Yeah, it's fantastic. Breaking out drinking on your boob mug. Um, and so then with for you, Dr. Nick, let's say your patients that haven't come from like, that side of the business like that have just been like more organic, like, I want functional medicine. What does that look like for you? Thing I was

Dr. Nick Belden
fortunate enough to the CrossFit gym I go to has 1000 members. And the owners of it are all seemingly involved in health care of some capacity, physical therapist, midwife, oral facial surgeon. So when you when you sweat, and breathe really heavy next to people for multiple hours, for multiple months, you start to trust each other. Yeah. And then you start to spitball ideas back and forth. And then they get a little bit of a glimpse about what you do. And then like, oh, I have someone who might be beneficial. And they they give that person a test drive with you. And they, like you're not hopefully they keep sending people. So that was really the first impetus that got me sort of involved in different people's lives.

Molly Cahill
See, and I love that and that's what I always teach people. I'm like, you cannot bypass that you can't bypass like, no marketing. I don't care what it is. I don't care if you have a budget to spend a bajillion dollars on ads. No marketing replaces that human connection and that like networking, you just can't get around it. And then all of your marketing efforts are going to be amplified when you have those. So I've taught we have one client right now who we've just been scratching our heads because his content is hilarious. He's great. Like he's really good. We're like, why is it just like dead? It's like cricket. We're like we don't we've thrown everything we know. So now we're like, we're getting scrappy. We're like look If I want you to tell your receptionist every single time somebody checks out, ask them, Hey, would you please go follow us on Instagram or comment on one of my posts? Like, I want you to email your patients. And I want you to say, hey, please, because sometimes you just kind of have to have that little. And he's older, right? Like he's in his 60s. So like, it's a little different, I'm sure, but I'm just kind of like, man, like, get that spark going. Because sometimes you just have to have that human connection to make it work. Yeah, people are more likely to comment when they know you. And like, I'm sure you all to ask your patients all the time, like, Hey, can you you know, support us on Instagram? Or leave us a review? Like you ask people to leave you Google reviews? Why not ask them to?

Dr. Hailey Koch
Yeah, yeah. And actually, the funny part about that is, is most people have already followed us on Instagram by the time they walk in the office. So that's like,

Molly Cahill
yeah, yeah. And I feel like they know, they're like, oh,

Dr. Hailey Koch
yeah, we were, we were serving at church this last week. And we had this woman come up to us, and she's like, this is probably gonna sound kind of weird. But like, you guys, you know, you own the hive, right? And like, I feel like I know you and like, I've been there to see the lactation consultants and like, see you guys on social media and stuff. And she's like, I know, it seems weird, but she's like, but like, I felt like I knew you guys. So come up to you and start this conversation. So Well, that just

Molly Cahill
shows you're doing exactly what you're supposed to be doing. So thank you. So like, that's perfect. That's a perfect way to end this. How can people find you, I know you're on Instagram, obviously, tell us your handles and how to find you.

Dr. Hailey Koch
So our practice handle is at hive underscore natural underscore health. And unless you are, you know, local to this area, please don't follow us, you can check out our we want to keep our curator our people to our area, but you can always check us out there. We also do have a Facebook page that is hit or miss. But that's the hive natural health center.

Dr. Nick Belden
That was on my personal Instagram is at Dr dot Nick Belden. And this is a shameless plug for a reason for my podcast, gut check radio. And the reason I plug it is because I had a particular guest on there a couple months ago, who had a very interesting story about her transition from the corporate world to her. Yeah,

Molly Cahill
I did. I was on gut check. Ready, and I love it. Yeah. I'm like, of course, you have a podcast, Dr. Nick, of course. Yeah. Like, like Haley said, That's my other tip. I'm like, remove the followers who are not local to your area. I'll have Haley. Please don't follow us. Just check them out. Yeah, um, alright, guys, thank you so much for your time. I really appreciate this. Thank you so much for being just like such engaged and awesome students. And I mean, I'm just not surprised that y'all have seen so much

Dr. Hailey Koch
success. I was a total newbie to Instagram. And we have spent $0 on, you know, marketing, and all of that kind of stuff, except for our Hmh membership. And that's where all of our growth has has come from. And we just appreciate you so much.

Molly Cahill
Yeah, but like I said, you made a lot of strategic partnerships, which was on you like that was you're doing? So but all those strategic

Dr. Hailey Koch
partnerships were also through Instagram. And if it wasn't for you, none of those would have come to fruition. So

Molly Cahill
we appreciate so much love to you both.

Dr. Hailey Koch
Thank you.

Dr. Nick Belden
We're so grateful and fortunate to have you as a part of our journey. Yes.

Molly Cahill
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 bake their hook, head to holistic marketing hub.com To learn more, and use code podcast for $100 off, and hey, you know, every podcaster at the very end of the 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.