In this episode, I share the story of a current client who came to me for a new website and local SEO work. During the process, I found four separate Google Business Profiles attached to his practice. Four. He had no idea most of them existed. And I am as close to certain as I can be that cleaning those up alone is going to move his rankings.

I walk through why duplicate Google Business Profiles happen, why they are such a common problem for established practices specifically, and exactly what to do when you find them, including how to merge profiles with reviews on them and how to get rid of the ones that have nothing worth keeping. I also cover the right way to handle duplicates on Apple Maps, which is a different and honestly more frustrating process than Google.

From there I get into a bonus mistake I see constantly in long-established practices: mismatched citations. If you have moved, changed your phone number, changed your practice name, or added a website since you first started practicing, there is a very good chance your business information is inconsistent across the internet in ways that are quietly undermining Google's trust in your listing. I use a car shopping analogy to explain why Google and AI treat inconsistency the same way a buyer treats a suspicious listing: with doubt.

Topics Covered

• Why established practices are more vulnerable to these specific mistakes than newer ones
• What a duplicate Google Business Profile is and how it ends up happening
• Why two listings cannibalize each other instead of helping you rank twice
• How to find duplicate profiles, including variations of your name and your old practice name
• When to merge profiles versus when to request deletion
• Why you should contact Google directly instead of trying to mark listings as closed yourself
• Duplicate listings on Apple Maps and why the fix requires a different approach entirely
• What citations are and why consistency across all of them matters even if nobody actually uses those directories
• The car listing analogy: why inconsistent information reads as suspicious to Google and AI
• How to clean up or rebuild your citation footprint if you have been in practice for a while

If you want a free look at your website and local search, request a review at RocketChiro.com. I will look at your current setup, show you where you rank compared to other chiropractors in your area, and send you a custom video with my honest recommendations.

In this episode, Jerry breaks down a real example he came across recently: a guy claiming to rank well by paying people with burner phones to fake driving to his office, creating the illusion of traffic and interest. Jerry explains why this works in the short term, why Google's pattern detection catches it eventually, and what actually happens when it does, including the kind of shadow banning and blacklisting that is much harder to undo than it was to create.

He also walks through a second, more subtle example: incentivizing patients with raffles or contests to get them to post photos to your Google Business Profile. It sounds harmless on the surface, but Jerry explains why it crosses into the same bribery and incentivization territory that Google explicitly prohibits, even when the intent feels innocent.

Underneath both examples is the same core idea Jerry keeps coming back to on this podcast: relevance, proximity, and prominence are what actually build trust with Google and AI, and prominence in particular cannot be faked without consequences. He closes with a clear list of the basics that actually work, the unglamorous stuff that nobody wants to hear because it isn't a shortcut.

Topics Covered

• Why "secret hacks" being sold to chiropractors on social media should make you cautious
• The burner phone scheme: paying people to fake traveling to your office to manufacture fake interaction signals
• How Google detects abnormal patterns and what happens when you get caught
• Why Jerry would report a competitor gaming the system, and why that isn't "being a jerk"
• The trust analogy: why undermining trust with Google works the same way as undermining trust with a person
• The Google Business Profile photo raffle example and why incentivizing photo posts counts as bribery
• The difference between asking a patient to share a photo and incentivizing them to
• The real, unglamorous list of things that actually build prominence over time

Want to Get Help?

If you want a free look at your website and local search, request a review at RocketChiro.com. If you want more help with the business and marketing side of practice, check out the Next Step program at RocketChiro.com.

In this episode, I tell the full story of why the call center didn't work, what it taught me about the relational nature of chiropractic, and how that exact same lesson applies to the AI tools showing up in chiropractic offices today. I walk through a real conversation I had with a client who was being pitched a dynamic phone number system, essentially the modern, automated version of the same mistake I made years ago.

From there, I lay out a simple principle for evaluating any technology in your practice: if it's only benefiting you and not your patients, it's worth reconsidering. I break that principle into two practical questions, transparency and frequency, and use some uncomfortable personal examples, including my own dentist, to show what happens when a practice gets either one wrong.

This episode is not anti-technology. I use AI constantly in my own work. It's about making sure the tools you adopt strengthen the doctor-patient relationship instead of quietly eroding it.

Topics Covered

- The full call center story: why it seemed smart, why it failed, and what I'd do differently

- Why chiropractic's high-touch, relational nature makes it different from most other businesses adopting automation

- The dynamic phone number example and why "the technology exists" isn't the same as "you should use it"

- The core principle: if the technology only benefits you, reconsider it or change it

- Transparency: why patients should always know when they're interacting with technology, not a person

- Frequency: how to tell the difference between helpful outreach and harassment

- A real example of a raving fan turning into a lost patient because of over-automated follow-up

- Why marketing advice built for mass audiences (Gary Vee, Dan Kennedy style "mail until they buy or die") does not translate to a practice with a few hundred patients

- How to evaluate your own practice's current automation honestly

If you want a free look at your website and local search, request a review at RocketChiro.com. If you want more help with the business and marketing side of practice, check out my Next Step program at RocketChiro.com.

In this episode, Jerry Kennedy breaks down the shift that has happened over the last four to five years and why authority has replaced keywords as the thing that actually determines whether you show up in local and AI search. The distinction sounds subtle but the implications for how you build and manage your website are significant.

Jerry walks through the three pillars of local search: relevance, proximity, and prominence. Relevance and proximity are straightforward. Prominence is where most chiropractors are leaving results on the table, and it is also the piece that most low-budget website companies either do not understand or simply ignore. He uses the gas station chicken wings analogy to explain why mentioning a condition once on a services page puts you in the same category as a business nobody actually associates with that thing, and how building real content depth around two or three subjects is what starts to move the needle.

He also covers why reviews matter more than most chiropractors treat them, why the people who already have momentum in your market are going to keep pulling ahead if you are playing by old rules, and what the starting point actually looks like for building authority in your area.

Topics Covered

• The core shift from keyword-focused SEO to authority-focused SEO and what it means practically
• The three pillars of local search: relevance, proximity, and prominence explained
• Why keyword stuffing still shows up on chiropractic websites built by high-volume companies
• The gas station chicken wings analogy: why thin mentions do not build authority
• Why established chiropractors can get away with a simpler website and newer ones cannot
• How to build real topical authority through website content, blogs, reviews, and off-site signals
• Why reviews are Google and AI's closest approximation of community reputation
• The "rich get richer" dynamic in local search and what it means if you are just getting started
• How to pick the two or three authority areas worth focusing on in your practice

If you want a free look at your website and local search, request a review at RocketChiro.com. If you want to build the business and marketing foundation that chiropractic school skipped, check out the Next Step program at RocketChiro.com.

In this episode, Jerry Kennedy talks about what actually goes into success, and why the "if I can do it, you can do it" message is not just oversimplified, it is sometimes genuinely misleading. The episode starts with a real client situation: two chiropractors comparing websites that were built to do completely different things for completely different practices.

One had strong established authority and did not need her website to do heavy lifting. The other was just starting to build hers and needed every part of her site working to fill that gap. Comparing the two made no sense, but that kind of comparison happens constantly in chiropractic.

From there, Jerry walks through a list of factors that influence practice success that no seminar formula accounts for: talent, skills, timing, location, finances, family situation, age, appearance, connections, local economy, insurance landscape, the reputation chiropractors before you built or burned in your area, and more. These are not excuses. They are variables that are entirely real and entirely outside the formula being sold to you.

The point is not that success is impossible. The point is that your path to it is yours. Learn the principles, master the fundamentals, and then figure out where your actual opportunities are. That is a different project than copying someone else's playbook.

Topics Covered

• Why two chiropractic websites that look different might both be exactly right for what they need to do
• The Michael Jordan problem: why replicating someone's formula does not replicate their results
• Why chiropractic seminar advice is often based on a market and a time that no longer exists
• The full list of variables that influence practice success and that no expert can account for in their formula
• Talent versus skill and why both matter differently
• How finances, credit, and a supportive spouse create invisible advantages that skew the picture
• Why appearance and personality are real factors in a high-touch business like chiropractic
• The difference between learning from someone and trying to be them
• What the Next Step program is actually designed to do and why it is built around principles instead of a copied playbook

Call to Action If you want a free look at your website and local search, request a review at RocketChiro.com. If you want to build the business and marketing foundation that chiropractic school did not teach you, check out the Next Step program at RocketChiro.com.

In this episode, Jerry Kennedy breaks down why that pattern happens and what you can actually do about it. Not contracts. Not prepayments. Not guilt tripping patients into feeling bad about their health choices. Those approaches have been around chiropractic for decades and they are not the answer.

The real issue, in most cases, is patient education and the onboarding process. If patients walk out of their first visit thinking you are just a fancy aspirin, they will use you like one. The fix is not manipulation. It is communication.

Jerry walks through four levels of chiropractic care and explains why most patients default to pain-relief-only thinking unless you deliberately introduce something else early in the process. From there, he lays out a simple four-part framework for building retention through the initial phase of care: introducing the pain-plus concept early, getting agreement on a shared plan, staying flexible, and having a follow-up strategy for when patients go quiet.

This is one of those foundational business conversations that applies whether you have been in practice three months or fifteen years.

Topics Covered

- Why evidence-based chiropractors sometimes overcorrect and end up with no care structure at all

- The four levels of chiropractic care and where most patient education needs to start

- Why patients will assume pain-relief-only unless you tell them otherwise

- How to introduce the stabilization concept on day one without coming across as a sales pitch

- Getting a plan everyone agrees on without paperwork, pressure, or canned scripts Why building flexibility into your recommendations actually strengthens the doctor-patient relationship

- Short-term and long-term follow-up plans for missed appointments and patient reactivations

- The difference between harassing patients and staying appropriately connected

Call to Action If you want a free look at your website and local search, request a review at RocketChiro.com. If you want more help beyond the podcast, including business and marketing training, check out the Next Step program at RocketChiro.com.

Resources for Chiropractors

Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites

Local Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

Business & marketing training for chiropractors: https://rocketchiro.com/join

Free Chiropractic Webiste/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment

In this episode, Jerry shares two real examples from actual clients in the past week: a fake SEO grade scanner that gave a client a C based on information that was completely fabricated, and an AI-generated personalized video that appeared to show serious problems with a client's website but was showing a site that wasn't even theirs. Both were designed to do one thing: make you panic and sign something before you think it through.

From there, Jerry walks through five red flags you can use to spot a bad pitch before it costs you six months of fees and zero results.

The 5 Red Flags

1. Panic and urgency: SEO is a long-term relationship with Google, not a fire drill. Anyone trying to make you feel like you need to act right now is working the pressure angle on purpose.
2. Ghost evidence: If someone tells you something is broken on your site, ask them to show you how to verify it yourself. If they can't or won't, that tells you everything.
3. Generic grades: The grade is the gimmick. Ignore it. The only thing worth reading is the fine print, and if there is no fine print explaining why you got that grade, throw the whole report out.
4. Secrets and hacks: There are no secrets in SEO. When someone positions their approach as a missing piece only they know about, that is either dishonest or ignorant, and neither one inspires confidence.
5. Technical mumbo jumbo: Some complexity is real. But if someone makes no effort to explain what they are doing in terms you can follow, ask yourself whether that is because it is complicated or because they need you confused.

Call to Action If you want a free website and local search review from someone who will actually show you what is real, request one at RocketChiro.com. If you want help beyond the podcast, check out the Next Step membership program, also at RocketChiro.com.

In this episode, Jerry breaks down two relatively new reasons Google may remove your reviews, and explains what the actual policy language says (because the TikTok version left out a lot of context). The first issue is location: when a high volume of positive reviews come from one GPS coordinate or IP address, it starts to look suspicious, even if every single one of them is genuine. The second issue is specific content: if reviews are mentioning staff names in a concentrated pattern, Google's AI reads that as coaching, which is against policy.

Jerry explains how Google's pattern analysis works, why the analogy is closer to shoplifting prevention than a penalty system, and what you should actually do to protect your review count going forward. He also covers review gating, which has been against Google's policy for years and is still showing up on chiropractic websites today.

This is not a crisis episode. These are not widespread problems yet. But understanding how Google thinks about review authenticity now will help you avoid patterns that could become real problems later.

Topics Covered

• Why TikTok and Instagram SEO advice tends to strip out all the context that actually matters
• What Google's policy actually says about soliciting reviews (and what it does not say)
• How pattern analysis works and why a waiting room full of reviewers can look suspicious
• The shoplifting analogy: you can be doing nothing wrong and still trigger a flag
• Review cards as a simple, low-pressure way to move reviews off-premise
• Why Google may flag reviews that mention a staff member by name
• How to troubleshoot a removed or blocked review without panicking
• Friends and family reviews: why "genuine" is not the same as "unbiased" to Google
• Review gating: what it is, why it was ever normal, and why it is absolutely not okay now

Resources for Chiropractors

Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites

Local Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

Business & marketing training for chiropractors: https://rocketchiro.com/join

Free Chiropractic Webiste/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment

Leadership requires discernment rather than just reacting to the extremes. Whether it is following up with patients, providing structured care recommendations, or utilizing social media, you should not abandon effective tools just to distance yourself from a particular practice style. This conversation helps you separate your personal preferences from reactionary choices so you can lead your chiropractic business with clarity.

Core Principles and Decision Lenses

• The Overcorrection Trap: Why avoiding certain behaviors because "that other doctor does it" can rob your practice of necessary growth tools.
• Leading with Discernment: Making choices based on your actual practice vision instead of purely on the principle of disagreement.
• The Trust Factor in Branding: Why using real photos and stories on your chiropractor website builds a human connection that generic images cannot match.
• Structure as Leadership: Understanding that providing a clear plan for patients is an act of leadership, not a sales tactic.
• Finding the Middle Ground: Navigating the gray areas between vitalism and evidence based care without becoming apologetic about your approach.

Next Step

Reflect on a recent decision you made to avoid a specific marketing or clinical tool. Was that choice based on your goals, or was it a reaction to someone else? If you want an honest look at your digital presence, request a free website and SEO review at RocketChiro.com.

• Rocket Chiro chiropractic websites and local SEO: https://rocketchiro.com/best-chiropractic-websites/

• Website and SEO review requests at RocketChiro.com: https://rocketchiro.com/contact/chiropractic-practice-assessment/

• NEXT Step chiropractic business coaching: https://rocketchiro.com/chiropractic-coaching/

A common mistake is viewing a website only as a tool for search engines; however, its primary job is building trust with human beings. Whether a lead comes from a referral, networking, social media, or local signage, your website is the final destination where they decide to trust you with their health. This conversation moves away from generic templates and focuses on how to develop a digital presence that clearly communicates value and converts visitors into patients.

Core Principles & Decision Lenses

• The Conversion Factor: Understanding that being "found" is only half the battle; your website must answer "What do people see when they find me?".
• Communicating Value Quickly: Why you only have 15–45 seconds to prove you are the right chiropractic business for a visitor's needs.
• Design for New Patients: Shifting the focus of your chiropractor website design from existing patients to the specific needs and fears of new leads.
• The "New Patient Page" Model: Why a dedicated hub for frequently asked questions and scheduling is more effective than a simple "Book Now" button.
• Pushing Away Bad Fits: Using your marketing to filter out patients who aren't a good fit for your clinical strengths, reducing practice friction.

Next Step

Ask yourself: "Would I choose me based on what I see online?". If your current site feels generic or inaccurate, it's time to build a foundation that actually represents you.

Request a free website and SEO review at RocketChiro.com.

• Rocket Chiro chiropractic websites and local SEO: https://rocketchiro.com/best-chiropractic-websites/

• Website and SEO review requests at RocketChiro.com: https://rocketchiro.com/contact/chiropractic-practice-assessment/

• NEXT Step chiropractic business coaching: https://rocketchiro.com/chiropractic-coaching/

Many owners of a small healthcare business fall into the trap of spending thousands on SEO packages without understanding the competitive ecosystem they exist in. This conversation breaks down the three pillars of trust—relevance, proximity, and prominence—and provides a "quick and dirty" way to assess if your chiropractic business is actually in a position to benefit from search optimization right now.

Core Principles & Decision Lenses

• The Trust Metric: Understanding that ranking in Google or AI is not about "tricks," but about building long-term trust through data.
• Relevance and Proximity: Why being the right answer and the closest answer are the "easy" parts of getting found on Google as a chiropractor.
• The Prominence Gap: How established practices with hundreds of reviews create a "moat" that can make it nearly impossible for a solo chiropractor to rank in the short term.
• Review Assessments: Using a "75% rule" to determine if you have enough social proof to make an investment in local SEO for chiropractors worthwhile.
• Foundational vs. Premium SEO: Distinguishing between the essential code on your chiropractor website and the expensive "up-level" services that may not be necessary yet.

Next Step Don't throw your last $1,000 at SEO if you aren't ready to compete. Instead, focus on the "free stuff" like building a review culture and earning local backlinks. If you want an honest look at your current standing, request a free review at RocketChiro.com.

Resources Mentioned

• Rocket Chiro chiropractic websites and local SEO: https://rocketchiro.com/best-chiropractic-websites/

• Website and SEO review requests at RocketChiro.com: https://rocketchiro.com/contact/chiropractic-practice-assessment/

• NEXT Step chiropractic business coaching: https://rocketchiro.com/chiropractic-coaching/

Many owners of a small healthcare business struggle with unrealistic expectations fueled by gurus claiming "all you have to do is" follow a few simple steps to rank #1. This conversation reframes search optimization as a competitive sport and a game of building trust. By understanding your local environment and focusing on local SEO for chiropractors, you can make smarter business decisions for chiropractors and avoid throwing marketing dollars down a pit.

Core Principles of Search & Trust

• The Context Trap: Why advice given in a vacuum ignores the fact that chiropractor decision making must be based on the local competitors already established in your market .

• Search as a Trust Metric: Understanding that Google and AI rank a chiropractic practice based on accumulated data and "trust equity" rather than just recent technical changes .

• The Review Indicator: Using competitor review counts as a "tell" to determine if your market is "weak sauce" or a high-competition environment that requires a different strategy .

• Playing the Long Game: Why a solo chiropractor in a "big pond" should focus on low-cost authority building—like local backlinks and networking—before investing in expensive SEO packages .

• The Expectation Equation: How to avoid the frustration that comes when your expectations for getting found on Google as a chiropractor don't align with the reality of your market .

Next Step Evaluate the "trust gap" in your local area by looking at your competitors' reviews. If you want a grounded perspective on your digital presence, request a free review at RocketChiro.com .

Many owners of a small chiropractic practice struggle with the "two ditches" of management: micromanaging every detail or completely abdicating leadership. This conversation moves away from rigid scripts and instead focuses on a mental model for vetting, training, and trusting the people you hire. By improving leadership for chiropractors, you can reduce the friction of practice management and focus on higher-level business decisions.

Core Principles of Practice Leadership

• The Hiring Framework: A four-part mental model for vetting, training, trusting, and verifying anyone you bring into your chiropractic office.

• The Micromanagement Trap: Why trying to control every task limits the growth of your chiropractic business and burns out your team.

• Competency vs. Character: How to evaluate whether a service provider or employee has the skills to help and the honesty to admit their limits.

• Ownership and Training: Why you must require staff to learn your systems first before granting them the autonomy to innovate.

• The Verification Loop: How to use periodic check-ins to maintain alignment without hovering or losing track of your investment.

Next Steps

Reflect on your current hiring process and consider where you might be standing in your own way. If you found this perspective helpful, feel free to share it with another chiropractor or follow the show for more insights on running a chiropractic practice.

• Rocket Chiro chiropractic websites and local SEO: https://rocketchiro.com/best-chiropractic-websites/

• Website and SEO review requests at RocketChiro.com: https://rocketchiro.com/contact/chiropractic-practice-assessment/

• NEXT Step chiropractic business coaching: https://rocketchiro.com/chiropractic-coaching/

There is a lot of noise around SEO and AI. It's often made to sound technical, mysterious, or urgent. That confusion can lead chiropractors to either ignore it completely or outsource it without understanding what they're buying. This episode reframes the conversation around mental models and long-term thinking, helping you approach business decisions for chiropractors with more discernment.

In this conversation, Jerry explores principles such as:

• SEO and AI as relationship-building systems based on trust, not hacks or loopholes

• Why rankings never happen in a vacuum and are shaped by competitive context

• The relational nature of Google search visibility and why momentum compounds over time

• Why ongoing effort matters more than short bursts of activity in chiropractic SEO

• How monopoly-like dynamics can form at the top of search results

• Why human relationships, word of mouth, and community networks remain foundational in a small chiropractic practice

The goal isn't to tell you what to do. It's to help you understand how these systems actually work so you can make better decisions for your chiropractic business over the long term.

Listen, reflect, and apply what fits your practice and your environment.

• Rocket Chiro chiropractic websites and local SEO: https://rocketchiro.com/best-chiropractic-websites/

• Website and SEO review requests at RocketChiro.com: https://rocketchiro.com/contact/chiropractic-practice-assessment/

• NEXT Step chiropractic business coaching: https://rocketchiro.com/chiropractic-coaching/

This episode is for chiropractors running a small chiropractic practice who are making their own business and marketing decisions day to day. Jerry Kennedy speaks directly to owner-operators navigating chiropractic practice ownership, where outcomes are shaped as much by context, timing, and personal skill as by effort.

Many chiropractors feel pressure to copy what appears to be working for someone else. Seminar speakers, podcasts, mentors, and online success stories can quietly create confusion about what progress is supposed to look like. This episode reframes that confusion and replaces comparison with clarity, helping chiropractors think more clearly about business decisions for chiropractors in the real world.

In this conversation, Jerry explores principles and decision lenses rather than tactics, including:

• Why every chiropractic business operates under a unique set of constraints and opportunities

• How imitation without context leads to frustration, not growth

• The difference between principles that transfer and formulas that do not

• Why understanding interest, skill, and opportunity matters more than copying strategy

• How structure and consistency support long-term leadership for chiropractors

• Why thinking for yourself is a requirement of small business ownership for chiropractors

This episode is an invitation to slow down, think more clearly, and make decisions that actually fit your practice, your life, and your circumstances.

Listen, reflect, and take what's useful as you continue running a chiropractic practice with intention.

• Rocket Chiro chiropractic websites and local SEO: https://rocketchiro.com/best-chiropractic-websites/

• Website and SEO review requests at RocketChiro.com: https://rocketchiro.com/contact/chiropractic-practice-assessment/

• NEXT Step chiropractic business coaching: https://rocketchiro.com/chiropractic-coaching/

Most chiropractors know reviews matter, but many struggle with inconsistency. They ask for reviews for a few weeks, stop, then start again months later. Others rely entirely on automation and wonder why it does not work as well as promised. This episode explains why both approaches fall short and what actually works long term.

Jerry walks through a practical review strategy designed specifically for busy chiropractors who want steady growth, stronger Google Maps visibility, and better patient trust.

• Why most chiropractors struggle to get reviews consistently • The biggest mistakes chiropractors make when asking for reviews • How to make reviews feel normal inside your practice • When to introduce the idea of reviews to new patients • The best time to ask for a review so it has real marketing value • Why asking in person still outperforms texts and automation • How to use simple tools like QR codes and review cards • How to build a review schedule that runs on autopilot • Whether reputation management software is actually worth it

The best way for chiropractors to get more reviews is not by chasing patients or automating everything. It is by creating a simple system that fits naturally into your practice culture. When reviews become part of the patient experience instead of a marketing task, they start compounding over time and helping your practice stand out locally.

This episode is for: • New chiropractors building their online presence • Chiropractors with low or inconsistent review counts • Solo and small-practice chiropractors • Chiropractors focused on Google Maps and local SEO • Chiropractors who want steady growth without hype

• Rocket Chiro chiropractic websites and local SEO: https://rocketchiro.com/best-chiropractic-websites/

• Website and SEO review requests at RocketChiro.com: https://rocketchiro.com/contact/chiropractic-practice-assessment/

• NEXT Step chiropractic business coaching: https://rocketchiro.com/chiropractic-coaching/

If you found this episode helpful, subscribe to the Rocket Chiro Podcast and share it with another chiropractor who wants a better way to get reviews without feeling salesy.

Online reviews are one of the most powerful and misunderstood factors in chiropractic marketing.

In this episode of the Rocket Chiro Podcast, Jerry Kennedy breaks down how many reviews chiropractors actually need to compete in local search, and why reviews matter far beyond Google Maps rankings.

If you want more new patients without relying on ads, gimmicks, or sales-heavy marketing, this episode gives you clear benchmarks and practical guidance you can apply immediately.

• Why online reviews impact Google Maps, AI search, and patient trust

• How reviews influence both visibility and patient decision-making

• Why reviews matter even for referral-based chiropractic practices

• The minimum star rating chiropractors should aim to maintain

• Why negative reviews are not the end of the world

• How to calculate review benchmarks based on your local market

• The four review numbers every chiropractor should understand

• Why review expectations keep rising every year

• How to make reviews part of your practice culture

Jerry outlines four key numbers chiropractors should track:

• Entry Point About 20% of the median review count in your area. Below this level, reviews may significantly limit your visibility.

• Fighting Chance (Median) The middle review count among chiropractors in your market. Reaching this gives you a realistic opportunity to compete.

• Dominance Level Roughly 3.5 times the median. Practices at this level often have a strong advantage in local search.

• High Water Mark The highest review count in your area. Not a requirement, but useful context when evaluating competition.

A simple framework that actually works:

1. Provide great care and communicate well

2. Make reviews a normal part of your practice

3. Ask in person, not just digitally

4. Make it easy with links or QR codes

5. Be consistent with a repeatable plan

Most chiropractors who struggle with reviews are missing multiple steps.

• Free Chiropractic Website & SEO Review

• Rocket Chiro

• NEXT Step Chiropractic Coaching Program

The best time to start collecting online reviews was years ago. The second-best time is today.

If this episode helped you, please subscribe, share it with another chiropractor, or leave a review on Apple Podcasts. It helps this small, independent podcast reach more people who want to grow the right way.

Resources Mentioned:

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment

Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites

I talk about the difference between being found online and being chosen, and why many chiropractors do not have a traffic problem. They have a choosing problem.

If people are visiting your website or Google profile but not scheduling, this episode will help you identify what might be standing in the way.

• Why cluttered chiropractic websites reduce clarity and trust

• How unclear messaging hurts conversion even with good SEO

• The importance of real photos and avoiding cold, generic imagery

• Why responding to reviews matters more than you think

• How bad responses to negative reviews can actively repel patients

• Appointment processes that create friction instead of momentum

• Common problems with online schedulers that cause drop-off

• Why too many first-visit options overwhelm new patients

• How salesy language and fake urgency damage long-term trust

People usually choose what feels easiest, clearest, and safest, not necessarily what is best.

This episode is about removing unnecessary barriers so choosing you becomes the natural next step.

• Chiropractors getting website traffic but low conversions

• Practices struggling with online scheduling or inquiries

• Relationship-centered chiropractors who dislike sales pressure

• Anyone wondering why patients are not choosing them

Resources Mentioned:

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment

Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites

This topic has been near and dear to me for a long time, and I wanted to revisit it because I think it is especially relevant heading into a new year. A lot of chiropractors are either just getting started, feeling stuck, or reflecting on why their practice does not feel as stable as they want it to be. In my experience, a big part of that comes down to how you think about marketing and growth.

Specifically, are you trying to build relationships, or are you just trying to make sales?

Chiropractic is not a big-ticket, one-time-sale business like real estate or high-end sales. We do not make our money from a single transaction. Chiropractic works much more like a restaurant.

Restaurants succeed because they have repeat customers over a long period of time. Some people come in all the time. Some come occasionally. Some only come for special occasions. But when they want that type of food, they go back to the same place.

Chiropractic works the same way. If someone comes in, finishes a care plan, and never comes back, that is not a success. That is a broken relationship.

I talk through three different goals chiropractors tend to have.

The wrong goal is simply "I want new patients."

A better goal is "I want new patients who are a good fit for my practice."

The best goal is "I want new patients who are a good fit for my practice and who always come to me when they need a chiropractor."

That last goal changes everything. It changes how you onboard patients, how you make recommendations, how you follow up, and how you market.

One of my long-standing soapboxes is that real retention is not a PVA number.

Real retention is not about how many visits someone averages during a care plan. Real retention is about maintaining the doctor patient relationship over time.

If someone sees you ten times over twenty years, but every single time they need a chiropractor they come back to you, that is incredible retention.

Retention is about time, trust, and being the default chiropractor in someone's life.

I use a dating analogy to explain how mindset changes behavior.

If you are dating with the intention of a long-term relationship or marriage, you move differently. You listen more. You are more honest. You care about fit. You think long term.

If your only goal is to score, none of that matters.

The same thing happens in chiropractic. If your only goal is to close a new patient, you will use pressure, scare tactics, and short-term thinking. If your goal is a long-term relationship, your entire approach changes.

I walk through several areas where this mindset shows up.

Onboarding looks different. You listen more, talk less, and focus on agreement instead of closing.

Recommendations and care plans become more flexible, educational, and structured instead of rigid and contract-driven.

Follow-up and reactivation feel natural instead of awkward. You check in because you care, not because you are desperate.

Marketing shifts from chasing new patients with deals and urgency to building authority, trust, and long-term connection with both new and existing patients.

I also talk about how this mindset applies to SEO and online marketing.

Short-term SEO tactics rely on fake activity, fake reviews, junk backlinks, and manufactured signals. They can work briefly, but they are unstable and risky.

Long-term SEO is relational. It is built on real reviews, real activity, real authority, and consistency over time.

Selling to people who trust you is easy. Getting people to trust you is hard.

Google works the same way. You do not game a relationship. You build one.

Relationship marketing is long-term and stable. Sales marketing is short-term and unstable.

One compounds. The other burns out.

And the final thought I leave you with is this:

What you do to get patients is what you have to do to keep them.

If you rely on pressure to get people in the door, you will need pressure to keep them. If you build trust to get them, trust is what keeps them coming back.

Resources Mentioned:

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment

Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites

Some key points I touch on: • Google is still very much alive and heavily used. • AI hasn't replaced Google, and AI is now part of Google anyway. • The fundamentals of local SEO still matter for both Google and AI. • You don't need to panic or chase shiny AI tools to win in local search.

Lately, I've been seeing more chiropractors reach out because someone told them AI is all that matters now. A lot of marketers are using AI buzzwords to sell products or services that chiropractors don't really understand. This episode is partly a response to that confusion and partly a way to protect chiropractors from being taken advantage of.

A few important reminders: • People have not suddenly stopped using Google. • AI search is influenced by many of the same signals Google uses. • Anyone claiming to know the exact formula for AI ranking is probably exaggerating. • When someone is selling you something AI-related, slow down and ask questions. • Work with people you trust, not people who rely on hype.

Everything you want to accomplish with local SEO falls into three buckets. These buckets determine whether you show up online and how well you rank compared to other chiropractors in your area.

The three categories are: • Relevance • Prominence • Proximity

Even AI-powered search uses these categories, just interpreted in different ways.

Relevance is simply about matching what someone is searching for. If you want to show up when someone types chiropractor in your town, you need the word chiropractor and your town on your website and your Google Business Profile.

Things I see chiropractors forget: • The word chiropractor doesn't appear anywhere on their homepage. • Their title tag doesn't say chiropractor. • Their meta description never mentions their city. • Their primary Google Business Profile category is incorrect. • They expect to rank for services they never list on their site.

Other important notes about relevance: • You should target chiropractor, not just chiropractic. • You should list your town, service area, and secondary services clearly. • Structured data, metadata, and image tags reinforce relevance. • Stuffing near me into your site does nothing because Google already knows your location.

Prominence is your authority, your reputation, and your trust score online. Google uses many different signals to evaluate prominence.

Things that influence prominence include: • Website traffic • Backlinks from relevant sources • Local citations • Your review count • The quality of your reviews • Your brand strength in the community • How often people search for your practice name • Time spent on your site and how users interact with it

Examples I discuss: • Starbucks ranks instantly because its brand is deeply recognized by Google. • The Joint has built-in authority because it's a national franchise. • A solo chiropractor with one location has to build prominence from scratch.

Why prominence takes the most effort: • It requires ongoing reviews. • It requires ongoing content and activity. • It requires consistency over time. • If you stop building prominence, someone else will pass you.

This is why I tell chiropractors: • Never take your foot off the gas once you start ranking well. • If you're outpacing other chiropractors two or three to one in reviews, keep going. • Prominence slips when you stop feeding it.

Proximity is all about physical location. It determines your map ranking radius and plays a huge role in where you show up.

What affects proximity: • Where your practice is physically located • How many chiropractors surround you • How tightly clustered your competition is • Whether you are near the geographic center of a city • Whether you're in a dense metro or a small rural town

Examples I explain: • If you're the only chiropractor for miles, you'll rank easily. • If you're on the edge of town, you might rank better on one side than the other. • If you're surrounded by 100 chiropractors toward downtown, ranking there is harder. • If you stop working on SEO, someone who keeps building prominence can surpass you even if they're slightly farther away.

Proximity is the least flexible category, but: • Relevance and prominence can help you extend your reach. • Strong prominence can help you compete even in dense markets.

I explain why local SEO isn't a two-month project. Google and AI reward consistency, not short bursts of effort.

This is why: • You build trust slowly over time. • Someone else can outrank you if they keep working and you stop. • Google wants to see an ongoing pattern of value, activity, and credibility. • SEO is more like relationship-building than advertising.

Stopping SEO is like stopping exercise. You don't lose everything the next day, but over time the results fade.

I didn't plan to talk about this part, but it came up naturally because chiropractors are getting bombarded with AI pitches.

The main points I share: • Be suspicious of companies selling AI as a miracle fix. • Just because something uses the word AI does not make it helpful. • Chiropractors often don't know enough about AI to judge whether a service is legit. • This makes the profession vulnerable to bad advice and overpriced products. • Ask questions, take your time, and only hire people with proven credibility.

At the end of the episode, I circle back to the core message. If you want to rank well in local SEO, whether on Google or the new AI-driven platforms, your success depends on relevance, prominence, and proximity. There is no secret. There are no shortcuts. The real strategy is doing the right things consistently over time.

I also thank listeners, ask them to share the podcast, and remind them that reviews are always appreciated.

Resources Mentioned

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites

Part One: Making Big Changes Without Wrecking Your Life

I have had a couple of clients recently who are making big transitions. One is moving from one style of practice to another. The other is an associate who is starting her own office on the side. Both situations are exciting. Both situations also come with a very real temptation to jump too fast.

I learned this lesson the hard way. When I closed my practice years ago, I assumed the next thing I was working on would take off quickly. I figured I could just throw all my time and energy at it and it would work out. That assumption led to the hardest financial season of my entire adult life. It was brutal and absolutely avoidable.

What I should have done is simple. I should have kept the thing that was paying my bills while I built the new thing slowly in the background. Nights. Weekends. Whenever I had time. I should have waited until the new thing had momentum instead of assuming everything would work out because I was excited.

Here is the mistake a lot of chiropractors make when they are excited about something new.

• They cut off income before the new idea is proven • They make decisions based on hope instead of reality • They assume enthusiasm equals readiness • They forget that timing matters just as much as the idea itself

If you are going to transition from one technique to another, do it slowly. Let the new thing take over as patients choose it. Bring new people in under the new model. Let the old system fade out on its own.

If you are starting a practice while working for someone else, keep the job as long as you can. Let your employer cover the bills while you build your own thing after hours. When your side project becomes your main thing, the transition will feel natural instead of terrifying.

The theme here is simple. Do not make your life harder than it needs to be.

Part Two: The Problem With Charging for Time

The second topic is one I talk about with chiropractors all the time, especially docs who do a lot of soft tissue work. Many of them describe their visits like massage therapists. They will say things like thirty minute visit or sixty minute visit. I think that is a mistake.

Chiropractors who adjust only usually understand this better than anyone. We do not get paid for minutes. We get paid for outcomes. We get paid for expertise. We get paid for results.

When you attach your fees to a precise block of time, you create problems for yourself.

• Patients expect exact minutes • You lose flexibility in your schedule • It becomes harder to handle late patients • You limit your ability to offer different levels of service • You unintentionally undervalue yourself

A better option is to give people a range. Ten to fifteen minutes. Twenty to thirty minutes. Forty to sixty minutes. A range gives you breathing room and prevents awkward conversations when someone shows up late.

If you like offering long sessions, consider creating tiers. Some people only want a quick adjustment. Some need your standard visit. Some truly need the in depth longer appointment. Offering options keeps your schedule flexible and allows more people to work with you.

Here is why this matters. Not everyone needs or wants a long visit. Not everyone has the time or the money for that. Giving people choices helps them say yes to working with you in a way that fits their life and fits your workflow.

Wrapping Up

Both topics in this episode really come down to the same core idea. Do what is smart. Do what reduces risk. Do what gives you the best chance to succeed without making life harder than it needs to be.

If you want help with your website or local SEO, you can reach out to me at Rocket Chiro. If you want ongoing help and a place to ask questions, check out the Next Step program. If you want me to look at your website and give you some honest feedback, you can request a free website and SEO assessment anytime.

Thanks for listening and for sharing the podcast with other chiropractors who can benefit from it.

Resources Mentioned

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites

The heart of the episode revolves around the idea that success in chiropractic is built on simple, consistent, and often boring fundamentals. When those fundamentals are missing, chiropractors become vulnerable to shiny objects that promise quick wins. These diversions can drain time, money, and energy while pushing the chiropractor further away from the work that actually helps them grow.

Jerry outlines six major categories of distractions that repeatedly show up in conversations with struggling chiropractors. Each one is rooted in the desire to find an easier path than doing the foundational work, yet each one almost always leads to more frustration.

Key Distractions Covered in This Episode

• Online sales and affiliate marketing Chiropractors often hear that they can make "easy money" online by selling products, creating digital courses, or writing recommendation blogs with affiliate links. Jerry explains why this is almost never productive for a local chiropractor. Online selling requires an enormous amount of trust, attention, and audience size. Most chiropractors do not have the kind of influence necessary to make online sales meaningful. It becomes a detour away from patient care, community connection, and building a local business that people trust.

• Selling their own expertise through high ticket coaching Big ticket coaching programs and personal expertise packages are frequently marketed as a shortcut to higher revenue. Chiropractors are told that it is just as easy to sell a three thousand dollar coaching package as it is to sell a three hundred dollar one. Jerry highlights why this mindset is problematic. Coaching is a completely different business that very few chiropractors are qualified for or prepared to run. High ticket selling might work for a rare few, but most chiropractors simply end up spending time building a business that distracts them from the practice they are trying to grow.

• Special techniques and certifications Chiropractors who love technique can convince themselves that one more certification, one more seminar, or one more advanced system will finally unlock the success they want. Jerry reminds listeners that while additional training is valuable, it is almost never the reason a practice is struggling. Many mediocre chiropractors are successful in business, while many clinically gifted chiropractors struggle because they have not built strong habits, systems, or communication. Technique mastery is great, but it is not a substitute for running a strong business.

• Special equipment and passive therapies There is always a new device, table, laser, or machine promising to increase revenue and attract new patients. Chiropractors imagine that if they could just finance the newest gadget, everything would finally click. Jerry emphasizes that expensive equipment does not fix traffic issues, retention issues, or communication issues. If a practice is unstable, adding more debt and more complexity makes the problem worse. Equipment can be helpful when it aligns with the practice model, but it is almost never the missing ingredient a struggling chiropractor thinks it is.

• Obsessing over social media and trying to become an influencer Many chiropractors pour energy into going viral, creating endless reels, or chasing likes and followers. Social media feels productive, but it rarely translates into meaningful revenue for a local service business. Jerry shares examples of posts reaching millions of views without generating income. Social media can be a helpful tool for building trust and connection within a local community, but chasing fame is almost always a distraction that keeps chiropractors from focusing on patient care, reputation, and retention.

• Evaluating success only by new patient numbers Chiropractors often judge their entire practice by how many new patients they see in a month. Jerry explains why this is a flawed metric when used in isolation. A practice with strong retention, follow through, reactivations, referrals, and good communication can thrive with modest new patient numbers. But a practice with a leaky bucket will always struggle no matter how many people enter the front door. Focusing only on new patients distracts chiropractors from fixing deeper issues in their systems and workflows.

Core Themes From the Episode

• Success in chiropractic is difficult and takes time. Anyone who claims it is easy is either lying or the rare exception. • Shiny objects distract chiropractors from the consistent habits and foundational systems that actually create long term stability. • Most frustrations stem from weak fundamentals such as poor onboarding, unclear communication, lack of follow up, and inconsistent routines. • The chiropractors who win are the ones who stop swinging for home runs and start accumulating base hits through steady effort and simple processes. • A year from now, your future self will thank you more for mastering fundamentals than for chasing shortcuts.

What Chiropractors Should Focus On Instead

• Clear communication and consistent recommendations • Strong onboarding and follow through • Building trust with patients and the local community • Basic marketing foundations such as Google visibility and a good website • Simple reactivation and referral processes • Becoming great at chiropractic instead of chasing external validation • Slow, steady, predictable habits that raise the floor of the practice over time

This episode encourages chiropractors to step back, take an honest look at where their energy is going, and identify whether they have been pulled into distractions instead of building a stable foundation. The message is clear. Leave the shortcuts behind, recommit to the basics, and give yourself a year of focused effort. Most chiropractors are not one seminar, one machine, or one viral post away from success. They are one year of consistency away from stability.

Resources Mentioned

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites

Why Chiropractors Fixate on New Patients

I start by talking about the profession's obsession with new patients. Every marketer, coach, and guru leads with new patient promises. You know the messages. They claim they can get you forty new patients a month or grow your practice instantly.

New patients feel exciting. They create cash flow. They inflate your numbers. And they can cover up bad systems. Even a poorly run practice can survive if there is a constant stream of fresh bodies coming through the door.

The problem is that running a practice this way is extremely stressful. If you ever have a slow month, the weaknesses in your systems show immediately. You never feel stable because the entire practice sits on top of a shaky foundation. You are always looking for the next new patient hit.

The Purpose of This Episode

I created this episode to help you shift your focus toward three long-term levers that make your practice healthier, steadier, and easier to run. These are not urgent. They do not give you a dopamine hit. But they are the building blocks of a business that does not fall apart when the new patient flow slows down.

The three long-term levers are reviews, relationships, and retention.

Why Reviews Matter More Than You Think

Reviews are one of the easiest and most powerful things you can invest in. They help your local SEO. They help your conversion. They help Google understand what you are known for. They even help AI tools understand what people think about you.

One of the biggest advantages reviews provide is the keywords hidden inside them. If your patients mention migraines, sciatica, pregnancy, sports injuries, or anything else, Google takes note. Those words help determine which searches you show up for.

I tell the story of a client who asked me if they had too many reviews because they had several times more than every chiropractor in their area. My answer was simple. I would keep going. If I could have ten times more reviews than my competitors, I would not slow down for a second. Being the obvious choice in your community is never a disadvantage.

The Power of Building Real Relationships

Next I shift into the value of relationships. As an introvert this one has always been a challenge for me. I would rather sit at my computer than go out and meet new people. But chiropractic is a relationship business. We work with human beings. We serve a community. We depend on trust.

Relationships with patients matter. Relationships with business owners matter. Relationships with coaches, trainers, teachers, community leaders, and other professionals matter.

When people know you and have something good to say about you, everything becomes easier. New patients come more naturally. Opportunities show up. Referrals increase. Sometimes your relationship with a respected person in the community even creates a little bit of authority or credibility transfer.

These relationships take time. They take intention. And they are absolutely worth it.

Short Term Retention and Why It Affects Results

Then I talk about short-term retention. This is not about long-term wellness care. This is simply helping someone stay consistent during their initial care. When you have a clear plan, patients get better results. They feel more connected to you. They are more likely to think of you as their chiropractor.

Without a plan you swing between two extremes. You either forget to follow up with people and they slip away, or you accidentally harass them without realizing how many times you have reached out. A system keeps you in the middle where you are caring, consistent, and helpful without being annoying.

Long Term Retention and Why It Stabilizes Your Practice

Long-term retention does not blow up your numbers overnight, but it is one of the key stability builders in a mature practice. This is where you check in with people who have not been in for three months or six months or a year. You are not trying to guilt them. You are not trying to pressure them. You are simply serving as a reminder for people who actually need your help but have been busy or distracted.

These occasional visits do not seem like much in the moment. But over the course of five or ten years, they create steady, predictable support for your practice. They also reinforce that you are their chiropractor even if they do not come in very often.

A Reminder for the New Year

I wrap up by reminding chiropractors that the best time to start these habits was years ago, but the next best time is right now. As we head into a new year, commit to being better in these three areas. You do not have to be perfect, but you do have to be intentional.

Make reviews a priority. Build more relationships. Put a plan in place for both short-term and long-term retention.

If you do that, your practice will be radically healthier five years from now.

Resources Mentioned

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites

Jerry shares hard-earned wisdom on how to separate meaningful metrics from meaningless ones, how to keep your ego in check, and how to focus on the numbers that truly move your practice forward.

Jerry explains that vanity stats are numbers that sound impressive but don't actually reflect real success. These include:

• Gross income without expenses

• New patient counts without retention

• Website traffic without conversions

• Rankings without relevance

Without proper context, these stats can create false confidence or unnecessary frustration.

Vanity stats are seductive because they make chiropractors feel successful, but they can easily distort reality. Jerry warns that:

• People exaggerate or manipulate their numbers online.

• Gross income often hides massive overhead.

• Social media and professional circles amplify unrealistic comparisons.

He shares a story about a chiropractor friend who appeared far more successful based on gross revenue but actually took home only a little more than Jerry — at the cost of massive stress and a complicated business.

Jerry compares vanity metrics to social media highlights — people showing their best moments and hiding the rest. Chiropractors often compare their unfiltered reality to someone else's filtered image of success, which leads to unnecessary frustration and burnout.

He reminds listeners that success isn't defined by looking impressive — it's defined by how well your practice serves you, your patients, and your life.

Jerry gives real-world examples of chiropractic vanity stats and how they can mislead:

• Gross income: Without understanding expenses, it's meaningless.

• New patients per month: If retention is low, this stat is hollow.

• Patient visits per week: A high number doesn't mean success if fees are unsustainably low.

• Website traffic or Google ranking: Traffic that doesn't bring in new patients is worthless.

He even shares how his own site once ranked for "ring dinger" searches — great traffic, but totally irrelevant for his business.

Jerry offers practical guidance for what chiropractors should really focus on:

• Net income: What you actually take home.

• Expenses: Keep them tight; most chiropractors overspend.

• New patient origin: Know where people are finding you.

• New patient quality: Focus on patients who are a good fit for your care.

• Retention: Track how long patients stay and how often they return.

These are the metrics that indicate the health and sustainability of your practice.

1. Don't believe every number you hear — most lack context or honesty.

2. Don't brag about your stats — it feeds your ego but helps no one.

3. Share stats only in a teaching environment — context is what makes them valuable.

4. Focus on meaningful growth — not looking impressive to others.

5. Keep your expectations grounded — unrealistic goals only cause frustration.

Vanity stats might look good on paper, but they won't make your practice better or your life easier. Focus on metrics that actually impact your income, your stress level, and your ability to serve patients well.

• "Gross income out of context doesn't mean anything."

• "You're comparing your real life to someone else's highlight reel — and you can't win that."

• "Your ego is not your friend."

• "Know your stats, focus on the ones that actually matter."

• Rocket Chiro – Website & Local SEO for Chiropractors

• NEXT Step Membership — On-demand chiropractic coaching for chiropractors who feel stuck or are just getting started.

If you're ready to focus on what really matters and stop chasing numbers that don't move your practice forward:

• Visit RocketChiro.com to learn about websites, SEO, and coaching for chiropractors.

• Leave a review on Apple Podcasts or Google to help other chiropractors find the show.

I start by explaining that local SEO is heavily influenced by proximity. Google knows exactly where your practice is located, so if you're in Chesterfield, Missouri, you're naturally going to rank best for "Chesterfield chiropractor." Ranking in a nearby town like Town and Country is possible, but difficult. The biggest factors that make it hard are your location, the density of chiropractors in the area, and how competitive their SEO is.

I also talk about the few situations where ranking outside your city is possible. You might be able to do it if there aren't many chiropractors in that other town, if the ones there have poor SEO, or if you're located in a gray metro area where town borders overlap—like being technically outside of St. Louis but still part of the St. Louis metro.

Then I shift gears to talk about smarter ways to expand your reach. You don't have to chase unrealistic ranking goals. Instead, you can focus on keywords that naturally extend your visibility—like "sports chiropractor," "chiropractor during pregnancy," or "chiropractor for kids." These kinds of searches reduce your competition because fewer chiropractors optimize for them, and they allow you to reach patients from a wider area.

I also mention a tool called Local Falcon, which I use in my free website and SEO reviews. It's a great, affordable option for chiropractors who want to track their own local SEO and see how they're performing across different search areas.

To wrap up, I remind chiropractors to go into SEO with realistic expectations. There's no secret trick or quick fix. If someone makes SEO sound easy or overly complicated, that's a red flag. The best strategy is to focus on strong local SEO for the area you're actually in, optimize for the services and terms that make you unique, and let that naturally radiate into surrounding areas.

Resources Mentioned

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

In this episode of the Rocket Chiro Podcast, I dive into a topic that most chiropractors think about but rarely say out loud: what makes a bad chiropractic patient. Every chiropractor wants to help people, but the reality is that not everyone is a good fit for your care or your practice. Learning to identify those bad fits early on can save your sanity, protect your business, and create space for better patients who actually value what you do.

I start by sharing a story about speaking at Logan University years ago, where I asked a group of chiropractic students who wasn't a good fit for their future practices. The room went silent. That moment reminded me that many chiropractors don't think about who they don't want to serve—and that's a huge problem when it comes to marketing and practice happiness. Saying "anyone with a spine" is not a strategy. It's bad marketing and bad business.

From there, I break down several general categories of bad chiropractic patients. Some of these are universal red flags, while others depend on your specific practice style or personality.

Here's a rundown of what we talk about:

1. Contraindicated Patients There are clear medical situations where chiropractic care just isn't appropriate—or at least not right now. I talk about conditions like fractures, dislocations, severe osteoporosis, and spinal cord compression. Responsible chiropractors know when to refer out and when it's simply not safe or effective to adjust.

2. People Who Can't Pay This one might sound harsh, but chiropractors aren't running charities. If someone can't or won't pay, you can't build a sustainable practice around them. I share how I handled this in my own office by creating limited "hardship agreements" for people in genuine need. It's a way to be compassionate without sabotaging your business.

3. People Who Can't Keep a Schedule You know the type—always late, constantly rescheduling, or no-showing altogether. They throw off your day and drain your energy. I explain why these patients are toxic for your practice and how enforcing basic boundaries can help you reclaim your time and sanity.

4. Unrealistic Expectations Patients who expect miracles in one or two visits, or who think you can fix years of damage without any participation on their part, are setting everyone up for frustration. I discuss how to set realistic expectations early through good communication and leadership.

5. A Bad Fit for Your Care Not every patient is a match for your technique or philosophy. Whether it's someone looking for a style of chiropractic you don't offer, or a condition you're not confident treating, referring out can be the best move for everyone involved. It's better to admit when you're not the right chiropractor than to fake it and disappoint someone.

6. Energy Suckers This last group is the hardest. These are the know-it-alls, complainers, boundary-pushers, and emotional vampires who drain you every time they walk in the door. I explain how to spot them early and why letting them go—no matter how hard it is—can make your practice (and your life) a whole lot better.

I wrap up by talking about how this lesson applies beyond chiropractic. I've made the same mistakes in my own business at Rocket Chiro—taking on clients who weren't a good fit and regretting it later. I remind listeners that identifying bad fits isn't about being judgmental; it's about protecting your mission, your business, and your mental health.

If you're a chiropractor who's struggling with patients who stress you out or drain your energy, this episode is for you. You'll walk away with practical insight into how to define your "bad fit" list and create boundaries that let you build the kind of practice you actually want—one filled with patients who respect your time, value your care, and make you love coming to work again.

You can find more business and marketing advice for chiropractors at RocketChiro.com. If you'd like me to take a look at your website and SEO and give you my honest feedback, request a free review while you're there.

And if you want to go deeper than what I cover on the podcast, check out NEXT Step—my on-demand chiropractic coaching designed to help new and stuck chiropractors grow their ideal practice.

Thanks for listening to the Rocket Chiro Podcast, the chiropractic podcast that helps you grow your business, simplify your marketing, and fall in love with practice again.

Resources Mentioned

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

I talk about what it looks like to move from being brand new and bad at something, to becoming competent, and ultimately excellent. The goal isn't to stay stuck in the "bad" stage but to understand that it's part of the journey and to know how to work through it without getting discouraged.

Here are some of the things I cover:

• Why everyone stinks at the beginning and why that's okay

• How competence is the stepping stone to greatness

• Why you shouldn't waste too much time trying to be great at something you're naturally bad at

• The importance of finding and developing your strengths so you can build a thriving practice

If you're a new chiropractor, or even if you've been at it for a while but feel stuck, this episode will help you reframe where you are in the process and give you clarity on how to move forward.

Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Local Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Business & marketing training for chiropractors: https://rocketchiro.com/join Free Chiropractic Webiste/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment

I've been there too. I know what it's like to look at someone who makes practice-building look effortless and think, "If they can do it, why can't I?" In this episode, I'm going to explain why their one-size-fits-all formula often only works for a specific type of personality and why trying to copy it may actually set you up for failure.

I'll break down three common chiropractor "profiles" (charismatic front-end attractors, clinical technicians, and relationship builders), explore the strengths and weaknesses of each, and show you how to build your practice strategy around your natural talents instead of forcing yourself into someone else's mold.

If you've ever wondered why someone else's "simple" blueprint doesn't work for you, this episode will give you clarity, permission to stop beating yourself up, and a framework for building a practice that truly fits you.

• Why some chiropractors seem to attract new patients effortlessly—and why that's not necessarily a sign of better skill or better care.

• How charismatic, technical, and relationship-driven chiropractors each have different advantages and blind spots.

• The hidden danger of personality-specific advice at seminars, in coaching programs, or on social media.

• How to identify your own "superpower" and use it as the foundation for a more stable, authentic practice.

• Why improving your weaknesses matters—but why your strengths will ultimately move the needle in your business.

• How to exercise discernment when listening to advice (including mine!).

Resources Mentioned

• Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment
• Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites
• Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

In this episode of the Rocket Chiro Podcast, I talk about why paying attention to patterns matters more than reacting to every blip in your stats. I share real-world examples from my own practice days and from chiropractors I've helped over the years. You'll also hear practical tips on how to stay calm, make better decisions, and build a business that weathers the inevitable swings.

Here's What I Cover in This Episode

• Why success in chiropractic practice isn't linear (and why that's okay)
• How I track numbers so I can see the real trends instead of guessing
• The difference between a dip that needs action and a dip that's just noise
• How plans, habits, and cause-and-effect thinking keep me grounded
• Why low overhead can help you survive the roller coaster
• When to stick with a plan and when to pivot
• How to get advice from the right people — not the peanut gallery

Resources Mentioned

• Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment
• Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites
• Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

These questions will help you:

• Simplify your practice and stop wasting money on things you don't need

• Understand why patients choose (or don't choose) you

• Figure out what "enough" really looks like so you're not constantly chasing more

What You'll Learn in This Episode

• Why "Do I really need this?" should be asked about almost everything you spend money or time on

• How to think about your practice from the perspective of a patient who has to choose you over someone else

• The overlooked value of contentment and defining "enough" before stress and hustle culture run your life

If you've never sat down and really asked yourself these questions, you're probably making things harder than they need to be.

Want My Help?

If you'd like me to take a look at your website and SEO, I'll do it for free. You'll get honest feedback, recommendations, and a clear picture of where you stand. No pressure, no gimmicks. Just head over to Rocket Chiro and request a review.

And if you're ready for more in-depth training and coaching, check out the NEXT Step program. It's perfect for chiropractors who are just getting started or who feel stuck.

Resources Mentioned

• Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment
• Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites
• Chiropractic SEO: https://rocketchiro.com/chiropractic-seo
• Coaching for Chiropractors: https://rocketchiro.com/join

The goal here isn't to talk you out of it. In fact, I still think a micro practice is the smartest way for most chiropractors to get started. But if you want to make the best long-term decisions for yourself, you should know what you're signing up for.

Some of the downsides we cover include:

• Your income ceiling is limited compared to building a bigger practice with associates.
• You can only see so many patients by yourself, so ultra-high-volume practice models don't fit.
• It's hard to bring in other practitioners or offer a wide variety of services in a small space.
• No backup coverage if you get sick or want to take time off.
• Micro practices usually don't have much resale value.
• Insurance billing and more complex financial models are tougher to manage solo.
• There can be perceived status issues with a smaller office, and you have to get over your own pride.
• You'll end up doing a lot of non-doctor tasks unless you're really intentional about outsourcing or using technology.

At the end of the day, micro practices are still a fantastic way to start with less risk and stress, especially if you're new. But if you know in your heart that you want to build something much bigger, you need to be careful about overcommitting to a setup that could hold you back.

If you're a new chiropractor or you're feeling stuck and you want more help beyond the podcast, check out my NEXT Step program. And if you want me to look at your website or local SEO, reach out through Rocket Chiro.

Resources Mentioned

• Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment
• Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites
• Chiropractic SEO: https://rocketchiro.com/chiropractic-seo
• Coaching for Chiropractors: https://rocketchiro.com/join

After receiving a question from a client considering the micro practice route, Jerry breaks down:

• What a micro practice actually is (and what it's not)
• Why it's not a "lesser" version of a real practice
• The three essential elements of a successful micro practice
• How to price your services properly
• What types of services make the most sense
• Why efficiency is everything in this model

This is a must-listen for any chiropractor who's tired of the overhead and pressure that often come with traditional practice models — and for anyone who wants a better way to start, grow, or pivot their career.

Key Takeaways

1. What Defines a Micro Practice?

• Low Overhead: One or two rooms, affordable rent, flexible locations (gyms, shared spaces).
• One Chiro, No Staff: Direct access to the doctor is a selling point, not a limitation.
• High Efficiency: Smart use of technology (online scheduling, automation, etc.), systems that eliminate repetition, and streamlined patient communication.

2. Smart Pricing Tips

• You don't have to be the cheapest OR the most expensive chiropractor.
• Price based on time spent and value provided, not personal preference.
• Be cautious with services that consume time but don't increase revenue proportionally.
• Authority = Pricing Power. Build your reputation before raising your rates significantly.

3. Services That Make Sense

• Adjusting is ideal: low cost, minimal space, and great ROI.
• Add-ons (soft tissue, therapies) should align with your time, space, cost, and patient needs.
• Trial and error is okay — micro practices give you the flexibility to experiment without huge risks.

4. Efficiency is King

• Teach patients how to interact with your practice (online booking, communication boundaries).
• Reduce daily tasks by batching (e.g. billing, paperwork).
• Use tech and outsourced help (web, social media, editing) wisely.

Resources Mentioned

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

• Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment
• Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites
• Chiropractic SEO: https://rocketchiro.com/chiropractic-seo
• Coaching for Chiropractors: https://rocketchiro.com/join

Help the Podcast Grow

If you found value in this episode, please consider leaving a 5-star review and sharing it with a chiropractor who could benefit from the conversation.

What You'll Learn in This Episode:

• Why retention problems are usually people problems—not clinical problems
• The importance of having a clear care plan (and why "winging it" leads to patient drop-off)
• How to create agreement with patients without using gimmicks or canned recommendations
• Why connection is the key to long-term retention and how to stay in touch with patients after their initial care
• Practical ways to stay connected and reconnect, including social media, newsletters, texting, and even reactivation campaigns
• The low-hanging fruit most chiropractors ignore that could easily bring patients back into the office

Final Thoughts

Retention doesn't have to be complicated. Focus on agreement in the beginning and connection over the long haul. If you get these two foundations right, most of your retention struggles will disappear.

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

1. Why this conversation matters now

• AI is rapidly becoming more common in how people search for answers

• Some chiropractors are already using AI tools to replace Google for specific types of searches

• The shift might not be urgent yet, but it's happening

2. A reminder of what SEO really is

• SEO is about building a trust relationship with Google

• Google is a referral source, not just a search engine

• Stop trying to game the system with gimmicks; focus on trust and authority

3. Four key ways AI might change SEO and search

• New signals: AI may use different trust signals than Google, including more emphasis on social media and reviews across multiple platforms (not just Google)

• Better at spotting fakes: AI will likely be more effective than Google at identifying low-effort, spammy, or fake content and chiropractors

• Prompt-based influence: AI may favor content that's tied to user prompts and past conversations

• Highly personalized results: AI can tailor answers based on the user's history, preferences, and behavior, which could make ranking more individualized than ever

4. What chiropractors need to do now

• Create better content: Make sure your online presence answers real questions and builds trust

• Be human and specific: Generic AI content won't rank well; effort and uniqueness will still matter

• Diversify your reputation: Get reviews and mentions across different platforms, not just Google

• Interact meaningfully: Continue engaging with your Google Business Profile and community—human behavior still counts

5. Final thoughts

• Ranking well still requires intentionality, consistency, and real effort

• Specializing in areas like pediatrics, sports injuries, or headaches will require deeper content to back it up

• The sooner you start building trust and authority, the easier it will be to maintain a strong position in search

• RocketChiro.com – Get help with your chiropractic website or local SEO

• NEXT Step Program – Coaching and support for new or stuck chiropractors who want to grow

• Free SEO & Website Review – Request a custom video review of your current online presence

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

Instead of focusing on the fears and infighting, Jerry shares his thoughts on what chiropractors should be fighting for. What are the core values worth protecting? What should the future of chiropractic look like? And how do we stop shooting ourselves in the foot?

This one's part rant, part reflection, and a whole lot of real talk.

In this episode:

• Why the profession is often its own worst enemy

• The never-ending "real chiropractor" argument

• Why the subluxation vs. evidence-based debate is exhausting and counterproductive

• The idea of chiropractic as a dual philosophy profession—and why that's okay

• How food, gyms, and chiropractors all get judged for different goals

• Why the fight started by BJ Palmer might have been a big mistake

• A passionate plea for chiropractors to just stop being jerks to each other

9 Things Chiropractors Should Protect:

1. A drug-free, non-surgical identity

2. Direct access and professional autonomy

3. Being spine-first experts

4. Spinal adjustments and manual care as our core service

5. Patient-centered care—not insurance-dictated plans

6. A wellness philosophy that includes holistic care

7. Evidence-informed practice and better research on both sides

8. Higher ethical standards and internal accountability

9. A clear and unified public message about what chiropractic is

Final Thoughts:

• If we lose chiropractic, it's our own fault.

• Future generations of chiropractors are counting on us.

• Let's stop fighting over personal preferences and focus on what really matters.

• If we're clear about what we're fighting for, we can stop wasting energy on what we're fighting against.

Need Help?

• Want a better website or local SEO? Visit RocketChiro.com

• New or stuck in practice? Check out the Next Step program

• Want a free website and SEO review? No name-calling, just solid advice—request yours today

Thanks for listening, subscribing, and sharing. See you next time!

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

Jerry explores five key fears that often drive this concern:

1. Losing Chiropractic Identity The never-ending debate between subluxation-based vs evidence-based chiropractors continues to divide the profession. Jerry shares why this internal conflict may be doing more harm than good, and why the "real chiropractor" argument is a dead-end.

2. Becoming Like Osteopaths What happens if chiropractic loses its distinctiveness? Jerry explains why drifting toward drugs and surgery undermines the very foundation of chiropractic care.

3. Losing Autonomy Like PTs Could chiropractors become mere technicians under the thumb of medical gatekeepers? Jerry unpacks the risks of giving up professional independence for the sake of integration.

4. Over-Restricting Scope of Practice From subluxation-only to short-term pain relief only, both ends of the spectrum are pushing for a narrower version of chiropractic. Jerry offers a balanced take on where scope discussions go off the rails, and where raising the bar might actually help.

5. Insurance Regulation and Reimbursement This is the fear that hits closest to home. Jerry breaks down how forced insurance participation and restricted reimbursement could severely limit chiropractic care, and what chiropractors need to watch out for moving forward.

Final Thoughts: The biggest threat to the profession may not be any of these five fears, but rather the lack of agreement about what chiropractic actually is. Without a shared understanding, it's hard to communicate chiropractic's value to the public, policy makers, or even each other.

Jerry's Definition (for now): "Chiropractic is a drug-free, non-surgical form of care focused on evaluating and improving the function of the spine and joints. Chiropractic care is designed to restore motion, reduce discomfort, and enhance the body's natural ability to function and heal."

If you're a chiropractor looking for help with your website, local SEO, or practice growth, visit RocketChiro.com to learn more. You can also request a free website and SEO review or explore the Next Step program for new and stuck chiropractors.

Thanks for listening. Be sure to subscribe, share this episode with a fellow chiropractor, and leave a review if you found it valuable.

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

Drawing from his experience working with chiropractors on websites and local SEO, Jerry breaks down the key differences between traditional SEO and local SEO, the vague language companies use to manipulate chiropractors, and the real factors that contribute to better rankings. Along the way, he offers a no-holds-barred critique of the predatory marketing that takes advantage of new and struggling chiropractors.

If you've ever wondered what it really takes to get found on Google—or whether your current website provider is actually doing anything helpful—this episode is for you.

What You'll Learn in This Episode:

• Why "top of Google" doesn't mean what most chiropractors think it does

• How traditional SEO and local SEO are completely different strategies

• What factors actually impact local rankings (like proximity, reviews, and citations)

• The common misunderstandings chiropractors have about SEO

• Why reviews matter more than most chiropractors realize

• The truth about shortcuts, hacks, and "secrets" that promise fast SEO results

• The importance of consistency in your marketing efforts

Jerry's Quick SEO Tips:

• Ask better questions when dealing with website or SEO providers

• Don't fall for promises that sound too good to be true

• Work with companies and people you trust and who understand your practice

• Don't tolerate cluttered websites that confuse visitors

• Make reviews a consistent part of your local SEO strategy

• Be consistent over time—SEO is not a one-time task, it's an ongoing process

Resources Mentioned: If you'd like Jerry to review your website and SEO with no obligation, you can request a free Website and SEO Assessment at rocketchiro.com. This review includes real recommendations and tips to help you make smart decisions moving forward.

You can also learn more about the Next Step program for new and stuck chiropractors at the same site. And if you're ready for real help with your local SEO or a better chiropractic website, Rocket Chiro has you covered.

Closing Reminder: Thanks for listening to the Rocket Chiro Podcast. If you found this episode helpful, please share it with another chiropractor. And if you haven't yet, consider leaving a review on Apple Podcasts or Google. It helps other chiropractors find the show and supports Jerry's mission to help good docs build better businesses.

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

Many chiropractors expect a high percentage of website visitors to become new patients. In reality, this is not how online marketing works—especially with cold traffic. Chiropractors who believe they should convert 50% or more of website visitors into patients are setting themselves up for disappointment. Even a 6% conversion rate on cold website traffic is considered very good.

Jerry explains that in his experience with info products and affiliate marketing, getting a 3% conversion rate was difficult. A 6% conversion would have been life-changing. Chiropractors need to calibrate their expectations and understand what's normal.

One of the biggest issues is confusing cold traffic with warm leads. Cold traffic includes people who:

• Find your site through Google or ads

• Have no prior relationship with you

• Haven't been referred and don't trust you yet

These people convert at a very low rate.

In contrast, warm leads are:

• Referred by friends or family

• Already familiar with you through social media or community presence

• Former patients or those who've interacted with your brand

Warm leads should convert at a much higher rate. If you're only converting a small percentage of these, something is seriously wrong.

Looking at gross visitor numbers assumes every visitor is a potential new patient, which is simply not true. Website visitors may include:

• Bots or spam traffic

• Competitors

• Existing patients checking hours or contact info

• People outside your service area

• Accidental clicks

Unless you're running a tightly controlled ad campaign with a direct funnel, gross website numbers are a poor indicator of performance.

Unless your practice relies 100% on online scheduling, you can't assume that every new patient came through the website. People may call, text, message you on social media, or walk in. If your site visitors and new patient numbers aren't lining up, it could be because they're taking other paths into your practice.

Trying to compare total website visits with total new patients is misleading because:

• Not every visitor is a qualified lead

• Not every new patient visits the website before booking

Jerry gives a basic example of how conversion typically plays out:

• 500 website visitors

• 3% click on the "schedule now" button = 15 people

• 50% of those actually schedule = 7 to 8 people

• 75% of scheduled appointments show up = about 5 to 6 new patients

This is a realistic scenario and shouldn't be considered a failure. In fact, it's fairly normal.

Many chiropractors see huge views on their GBP listings—1,800 or more in a month—but still get only a handful of new patients. That gap can be discouraging, but again, it's common. The takeaway isn't that you should ignore these numbers but that you need to understand what they really mean. Visibility without conversion isn't useful unless your site and profile are compelling enough to get people to take action.

Jerry offers several practical ways to improve your chiropractic website's performance:

1. Simplify and organize your site. Avoid clutter. Too many chiropractic sites overwhelm visitors with too much information and no clear direction. Think of your website like a path through the woods—give people obvious cues about where to go next.

2. Make your content easy on the eyes. Presentation matters. Use formatting that's readable, clean, and skimmable. Don't dump a wall of text on your visitors.

3. Use patient-centered language. Skip the jargon. Don't talk about "optimizing health potential." Focus on problems and solutions your ideal patients care about.

4. Add trust signals. Include real photos, staff bios, patient reviews, video introductions, and even relevant social media content. Authenticity builds trust.

5. Make scheduling easy. The best options are texting and online scheduling. Phone calls are okay. Email is the worst—slow, unreliable, and frustrating for both sides.

Unrealistic expectations are one of the biggest killers of progress. Chiropractors often get discouraged because they're comparing raw numbers without understanding what those numbers mean. Not all traffic is equal, not all visitors are prospects, and not all new patients will come through the same channel. Focus on what you can control—clear messaging, simplified navigation, strong calls to action, and easy ways to schedule.

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

Jerry shares his straightforward answer: If your practice includes a wide variety of services that are covered and reimbursed by insurance, going the insurance route might make sense. But if you're primarily an adjustments-only chiropractor—or your services aren't covered—it's hard to beat the simplicity and clarity of a cash-based model.

You'll also learn:

• Why every chiropractor needs to get good at communicating value, regardless of their model

• The growing list of headaches associated with insurance

• What makes cash practice work—and how to avoid common mistakes

• The key ingredients to running a lean, profitable, and successful cash-based clinic

Whether you're an experienced chiropractor or just getting started, this episode offers clarity on one of the most important business decisions you'll make.

• Why there's no such thing as a "no out-of-pocket" world anymore

• Pros and cons of accepting insurance

• Pros and cons of running a cash-based practice

• Why insurance patients often make decisions based on coverage—not value

• How poor communication ruins trust regardless of payment model

• Jerry's simple formula for when insurance might make sense

• Four essential ingredients for a successful cash practice

• Final thoughts on building a practice that aligns with your goals and numbers

"People don't get mad about how you run your business—they get mad when they find out you run it differently than they thought you did."

"Cash doesn't mean cheap—it means clear."

"You can be successful either way, but it has to make sense on paper."

• Rocket Chiro Websites – Chiropractic websites built to attract new patients and represent your brand

• Local SEO for Chiropractors – Be found in local Google searches and on Google Maps

• Next Step Program – On-demand chiropractic coaching to help you start smart or get unstuck

Please subscribe, share the podcast with another chiropractor, and consider leaving a review on Apple Podcasts or Google. It's a simple way to support the show and help more chiropractors build better businesses.

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

In this episode, Jerry gets personal and unpacks the struggle between success and significance. From wrestling with professional insecurity to redefining what really matters, this episode is for any chiropractor who's ever felt like they were falling short—despite doing meaningful work.

If you're just getting started, feeling stuck, or questioning whether you're on the right path, this episode offers clarity, encouragement, and practical insights.

• Why popularity and success are not the same thing

• How success is a moving target and why that matters

• The difference between being successful and being significant

• Why most chiropractors won't become legends—and why that's perfectly fine

• The danger of chasing "more" without defining what's enough

• How to measure significance through irreplaceability, not visibility

• Why the bullseye of your impact is your closest relationships

• The importance of clarity, niche, and knowing your purpose

• Rocket Chiro Websites – rocketchiro.com/websites

• Local SEO & Google Business Help – rocketchiro.com/local-seo

• NEXT Step Membership – rocketchiro.com/next-step

• Free Website & SEO Review – rocketchiro.com/seo-review

"Be irreplaceable to the people who are most irreplaceable to you."

"You don't have to be legendary to be successful. You just have to be better than you were yesterday."

"If your definition of success requires being famous, you're setting yourself up to feel like a failure."

• Share it with a chiropractor who needs to hear this

• Leave a review on Apple Podcasts or Google

• Visit RocketChiro.com to connect with Jerry or request help with your website and SEO

• Website: RocketChiro.com

• YouTube: youtube.com/@rocketchiro

• Instagram: @RocketChiro

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

Most small businesses spend 5–10% of gross revenue on marketing. Growth-focused businesses often spend 10–20%. Chiropractors? Usually far less. Many operate with 2–3%, and some don't spend anything on external marketing at all.

However, even if you think you're not spending on marketing, you probably are. Website hosting, domain names, print materials, business cards—it all counts. The real difference is whether you're intentionally investing in marketing or passively coasting.

Chiropractors—especially new ones—typically have limited budgets. There's often pride in "doing it all yourself" or "growing by referral," but this mindset can hold you back. Ironically, the time you most need to invest in marketing (early in practice) is when you usually have the least money and the least experience making smart marketing decisions.

Jerry shares his own experience of starting out with a large loan. While the money helped him get set up, it also created false security and delayed asking for help. Too much money, too soon, without a strategy, can lead to poor choices.

There's no exact number. Your marketing budget should be based on:

• Your practice goals

• Your available time and money

• Your marketing skills

• Your current momentum

Don't make zero spending the goal. At the same time, don't fall for high-ticket gimmicks that promise the moon. Be intentional and strategic.

Do:

• Invest in low-cost, high-impact strategies if you're tight on funds.

• Understand that marketing takes either time or money—often both.

• Prioritize foundational strategies first (see below).

• Spend money when it saves you meaningful time.

Don't:

• Gamble on expensive marketing hoping it'll "just work."

• Spend money you don't have or overcommit time you can't spare.

• Lie to yourself about your situation. Be honest so you can plan wisely.

Before jumping into fancy ads or shiny marketing campaigns, focus on your foundational marketing:

• A professional, patient-focused website

• Local SEO and Google Business Profile optimization

• Generating and managing online reviews

• Community outreach and networking

• Custom social media content (if you're willing to create it)

These strategies are more affordable, sustainable, and effective over time. Big-ticket ads, print campaigns, and radio spots can come later—if they make sense for your goals and budget.

As your practice grows, your available money increases and time becomes more limited. That's when outsourcing makes more sense. For example, a new chiropractor might build their own website, while a seasoned doc is more likely to outsource that task to save time.

Social media tip: Avoid paying for canned content. If you want results, you'll need to share your own personality, voice, and expertise. You can create simple content and pass it off to someone for editing and posting—but generic content won't move the needle.

Understand the type of marketing you're doing:

• Short-term marketing (like Google Ads or in-person networking) can generate fast results.

• Long-term marketing (like SEO or relationship building) builds momentum over time.

Ideally, your strategy should include both. Just be clear about your goals so you can match your budget and efforts accordingly.

Don't compare your marketing budget or practice stats to other chiropractors without context. Chiropractors often exaggerate their numbers. Even if the numbers are real, you don't know the whole story.

Jerry shares a story about a friend with a big, multi-doc practice who grossed 3–4x what Jerry did. But after expenses, the friend only brought home a few thousand more per month—and carried far more stress. Bigger isn't always better.

There's no magic number. The right marketing budget for your chiropractic practice is the one that fits your situation, supports your goals, and delivers a positive return on investment.

• Start with foundational strategies.

• Be realistic about where you are.

• Invest smart, not just big.

• Don't spend money to impress anyone—especially not other chiropractors.

Smart chiropractors make intentional decisions, track ROI, and stay focused on long-term success—not short-term ego boosts.

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

Why Reviews Matter: Jerry emphasizes that online reviews significantly impact local SEO rankings and patient decision-making. Fresh reviews boost your visibility on Google Maps and provide credibility to potential patients. Reviews older than six months begin to lose effectiveness, so continual efforts are essential.

Common Mistakes:

• Relying on hope instead of a systematic approach.

• Viewing review requests as awkward or self-serving.

Jerry recommends shifting the mindset to view reviews as a helpful service to future patients rather than purely self-benefiting.

Creating a Review-Friendly Culture:

• Discuss the importance of reviews from early patient interactions.

• Utilize visible tools: posters, QR codes, signage.

• Regularly share patient testimonials on social media.

Timing is crucial: delaying requests slightly ensures reviews reflect transformative patient experiences rather than superficial impressions.

Practical Tips:

• Immediately capitalize on spontaneous praise by requesting reviews.

• Make review requests patient-centered, emphasizing how their feedback helps others.

• Use direct, short links and QR codes from Google Business Profile.

• Favor text-based requests over email.

• Engage staff to proactively support review requests.

Pitfalls to Avoid:

• Never guilt-trip or beg for reviews.

• Do not offer incentives or discounts, as these violate Google's policies.

• Avoid emphasizing business needs over patient-centered language.

Handling Negative Reviews: Negative reviews, while rare, can offer valuable insights. Jerry advises responding professionally and thoughtfully to negative feedback, turning it into an opportunity for demonstrating accountability and improvement.

Consistency and Long-term Strategy: Jerry stresses the importance of consistent, ongoing review collection. Accumulating significantly more reviews than competitors can solidify long-term advantages in local SEO and patient trust.

Final Thoughts: Excellence in chiropractic care combined with a positive mindset toward reviews and systematic integration into practice culture will yield sustained success.

For chiropractors seeking additional help with websites, local SEO, or professional development, Jerry invites listeners to explore Rocket Chiro's Next Step program and other tailored services.

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

The Value of a Referral-Based Practice

• Why word-of-mouth marketing is still the most stable and reliable form of growth

• The instability of modern advertising platforms compared to long-term relationships

• Why referrals are the "golden goose" for chiropractors

Keys to Getting More Referrals Jerry outlines core principles every chiropractor should focus on:

• Make referrals normal in your office culture

• Be specific about who you help

• Make referring as easy as possible

• Deliver excellent, trustworthy care

• Build and maintain strong relationships

• Have a long-term plan and stay consistent

• Be the kind of person who also gives reviews and referrals

Types of Referrals Chiropractors Can Get It's not just about patients sending in their friends. Jerry explains:

• Patient Referrals – Direct recommendations from satisfied patients

• Small Business & Professional Referrals – From people who may never become patients but trust you

• Medical Referrals – From MDs, PTs, massage therapists, and other healthcare providers

• Community Referrals – From people who only know your reputation, not you personally

• Digital Referrals – Reviews, shares, and online recommendations that create social proof

Understanding Why People Refer

• They've had a positive or unexpected experience

• They like and trust you

• You asked them to refer

• They're returning a favor (reciprocity)

• They perceive you as an authority

• You've made it easy and clear who you want to help

• They've built a relationship with you over time

The Truth About Referral Expectations

• Not everyone refers—and that's normal

• Trying to force referrals from everyone leads to disappointment

• The goal is to increase your referral percentage, not make it universal

• Focus on clarity, consistency, and communication

Tips for Building Non-Patient Referral Relationships

• Understand that non-patient referrals take longer

• Start with people you already know

• Ask for introductions instead of cold outreach

• Get involved in community and networking groups (BNI, chambers, local events)

• Focus on solving problems, especially for busy professionals

• Stay in touch without being annoying

• Know when to walk away from dead-end connections

Who Should You Be Networking With?

• Your neighbors: anyone near your office, regardless of profession

• People aligned with your niche:

  • Pediatric chiropractors should connect with mom groups and birth professionals

  • Sports chiropractors should connect with coaches, gyms, and athletes

• People in the communities where you want to be known and respected

A referral-based practice doesn't happen by accident. It requires a deliberate, ongoing effort to build relationships, communicate clearly, and provide consistent value. While it won't produce instant results, over time it becomes one of the most stable and rewarding ways to grow a chiropractic practice.

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

This episode doesn't aim to provide all the answers. Instead, it encourages thoughtful reflection on how chiropractic is defined, communicated, and perceived—especially by the public.

1. Two Extremes in Chiropractic Philosophy

• On one end: Evidence-only chiropractors who view chiropractic purely as musculoskeletal care

• On the other end: Chiropractors who speak in mystical or spiritual terms, treating chiropractic as a life-transforming philosophy

• Why both extremes can alienate the average person and cause division within the profession

2. Parallels Between Religion and Chiropractic

• Origin story of chiropractic (Harvey Lillard, DD and BJ Palmer) has a near-mythical tone

• Green Books and 33 Principles serve as sacred texts

• The adjustment functions as a ritual for some practitioners

• Concepts like innate intelligence resemble spiritual or religious ideas

• Evangelistic language: "power is on," "saving lives," "this is my purpose"

• Chiropractic's internal denominations: upper cervical groups, technique systems, subluxation-based vs. evidence-based

3. Why Religious Messaging Is Problematic

• It creates confusion—both within the profession and with the public

• The message doesn't resonate with the majority of people

• Research shows only around 12–15% of Americans see a chiropractor regularly

• Going "all in" on a new-age approach would alienate at least two-thirds of current and potential patients

• Other medical and health professions avoid spiritualized language and reach far more people

4. Why This Messaging Still Exists

• It's historically embedded in the profession

• It gives chiropractors a stronger sense of purpose

• It appeals to those looking for identity, certainty, and belonging

• It's often easier to repeat philosophical slogans than to critically evaluate them

• Chiropractic schools that promote this mindset continue to attract like-minded students

• Chiropractic isn't religion—and it doesn't need belief or faith to work

• The profession should focus on benefits, not belief systems

• Presenting chiropractic in mystical or exaggerated terms limits its appeal

• Chiropractors should strive for clarity, consistency, and excellence in communication and care

• Patients don't need to believe in a philosophy—they just need to know chiropractic helps them feel and function better

1. Be excellent at what you do

   • Avoid shortcuts and weekend certifications just to add services

   • Master your craft, whether it's manual adjustments, soft tissue work, or rehab

2. Communicate clearly and effectively

   • Avoid sounding like a conspiracy theorist or spiritual guru

   • Test your messaging with people outside the profession to make sure it sounds normal

3. Focus on practical benefits

   • Most people care about how chiropractic will help them feel and function better

   • Benefits like improved sleep, reduced pain, better mobility, and less stress resonate more than abstract philosophy

4. Stop repeating what you've heard without questioning it

   • Be thoughtful and intentional with your words

   • Avoid parroting slogans or ideas that don't hold up to scrutiny

• Rocket Chiro Websites: Designed to convert visitors into patients

• Local SEO Services: Focused on improving Google Maps rankings

• Next Step Program: On-demand coaching for new and stuck chiropractors

• Free Website and SEO Assessment: No-obligation review with personalized feedback

For more info, visit: www.rocketchiro.com

Jerry makes it clear: he loves chiropractic. It has changed his life. But love for the profession doesn't mean ignoring its problems. If chiropractors want the public to understand and trust what they do, they need to communicate in a way that makes sense to normal people. That means cutting out the spiritual fluff and focusing on what actually helps.

If you're ready to grow a chiropractic practice that connects with real people and delivers real results, this episode is for you.

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

Todd explains how HSP traits can become both a superpower and a liability in a high-touch profession like chiropractic. They dive deep into setting boundaries, understanding your personal limits, dealing with patients, family balance, and how self-awareness can lead to a more successful and satisfying practice.

• Todd's Website: TrueInnerFreedom.com
• HSP Stress Test & Coaching Info: Take the HSP Stress Test
• Todd's Podcast: Stress Management for Highly Sensitive People
• Recommended Episode to Start With: Episode 237 – How to Say No as an HSP

• Jerry introduces the episode and shares how Todd reached out authentically to be on the show.

• Definition of HSP: A temperament trait identified by Dr. Elaine Aron in the 1990s.
• 20% of people are highly sensitive, equally split between men and women.
• HSPs process information deeply and have stronger emotional and empathetic tendencies.

• Why many people, especially men, resist identifying as "sensitive."
• The difference between healthy sensitivity and stress-amplified sensitivity.

• How HSPs reach emotional overload quicker.
• The evolutionary benefits of sensitivity across species.

• The "high-touch" nature of chiropractic care.
• How deep empathy can serve patients but drain the doctor.

• 30% of HSPs are extroverts.
• Key difference: extroverts gain energy from people; HSPs process deeply no matter the social orientation.

• Using stress as an early warning sign for overthinking.
• Identifying when thinking becomes counterproductive.

• How HSPs often sacrifice personal well-being to avoid conflict.
• The dangers of prioritizing patients at the expense of family and self.

• Jerry shares personal signs of resentment and burnout.
• Practical examples of how ignoring boundaries hurts long-term relationships.

• How avoiding difficult patient conversations can sabotage practice efficiency.
• Actionable steps for chiropractors to establish new boundaries.

• How HSPs can unintentionally hurt loved ones by over-serving patients.

• Todd introduces The Work of Byron Katie to challenge stressful beliefs.
• Why questioning assumptions can unlock personal freedom.

Learn more about The Work of Byron Katie here: thework.com

• Jerry and Todd discuss how HSP tendencies show up in parenting and marriage.
• The difference between being a loving parent vs. needing to be liked.

• Jerry shares his life-changing "tombstone exercise" to clarify life priorities.
• How clearly defined values help guide boundary decisions.

• How short-term avoidance creates long-term resentment.
• The danger of letting small compromises accumulate.

• Why big mistakes are often small ones repeated.
• Daily choices move you toward or away from your ideal life.

• Todd shares a difficult but necessary recent business decision.
• The importance of trusting your inner voice.

• Why chiropractors often struggle with professional insecurity.
• The importance of owning the value of chiropractic care.

• How being comfortable in your own skin draws people to you.
• The toxic ripple effects of personal insecurity.

• Empathy + Deep Processing = Ideal skillset for chiropractic care.
• How awareness and pacing prevent burnout while maximizing your gifts.

• Why Todd now exclusively works with HSPs.
• How understanding your patients' sensitivity helps build stronger relationships.

Rate, review, and subscribe to the podcast Share this episode with another chiropractor who needs to hear it

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free New Patient Search Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

Jerry explains why chiropractors must be extremely careful about who they associate with, both online and offline, and how short-term attention can easily undermine long-term trust.

Through personal stories, real-life examples, and practical questions, Jerry lays out a framework for making better decisions about partnerships that protect your reputation and help you build a practice grounded in integrity.

The Benefits of Networking and Collaboration

• Opens doors to new opportunities

• Transfers trust and authority when done properly

• Helps chiropractors grow their audience faster

• Builds relationships that can have a lasting impact on your practice

The Danger of Chasing Attention

• Borrowing someone's audience means borrowing their reputation too

• Many chiropractors partner with people they barely know simply to get more attention

• Lack of discernment can damage your credibility and erode patient trust

• Online mistakes can live forever and affect your long-term reputation

Real-World Examples

• Chiropractors in Jerry's past who partnered with unethical providers simply because they were financially successful

• Young chiropractors who were drawn to dishonest mentors because of money and appearances

• Jerry's personal experience accidentally collaborating with someone who was later arrested for illegal behavior

• How the temptation to chase attention impacted Jerry's own integrity during his time on local radio

Building Trust vs. Building Attention

• Patients choose chiropractors they trust, not just those with large followings

• Social proof can help but trust is always more important for long-term success

• Influencer culture often encourages chiropractors to seek attention at the cost of their values

Critical Questions to Ask Before Collaborating

1. Do I actually respect this person and their work?

2. Would I be proud of this collaboration five years from now?

3. Does this align with my practice values?

4. Would my ideal patients trust me more or less after seeing this partnership?

5. If something bad came out about this person, would I be surprised?

6. Would I refer my close friends and family to this person?

The Attention vs. Reputation Analogy

• Attention is like Skittles: easy to get, sweet at first, but lacking substance

• Reputation is like meat and potatoes: slower to build, but sustaining for the long haul

• A solid reputation creates patient trust, long-term growth, and professional stability

Final Thoughts

• Be willing to grow slower if it means protecting your integrity

• The right collaborations with the right people can open powerful doors

• Avoid collaborations that compromise your values for temporary exposure

• Build your practice and reputation with long-term trust in mind

Rocket Chiro Website and SEO Help: rocketchiro.com Next Step Coaching Program: Help for chiropractors who are starting out or feeling stuck

Visit RocketChiro.com Request your free New Patient Search Review Learn more about the Next Step Program for coaching and ongoing support

Rate, review, and subscribe to the podcast Share this episode with another chiropractor who needs to hear it

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free New Patient Search Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

Whether you're doing content marketing, social ads, SEO, or community outreach, understanding your audience's behavior is crucial. Jerry also shares actionable strategies based on patient intent—like how to attract people looking for acute care now versus those slowly building trust over time.

Key Takeaways

1. Different Generations = Different Timelines

• Gen Z needs an average of 11 exposures before following a brand.
• Millennials and Gen X fall in the 6–7 range—similar to long-standing marketing wisdom.
• Boomers need only 3 exposures on average.
• The more content someone consumes, the more desensitized they become—especially Gen Z.

2. Trust and Time in Marketing

• Most people don't take action the first time they see you unless they're in a crisis or acute pain.
• Content overload and algorithm filters mean you're competing with everything—not just other chiropractors.
• Patience is essential in relationship-based marketing.

3. Match Your Marketing to Your Intentions If you need patients today, prioritize:

• Acute care marketing
• SEO and Google Ads
• Networking with professionals

If you're building a long-term brand, focus on:

• Content marketing (blogs, videos, podcasting, community involvement)
• Authority building (testimonials, reviews, collaborations)
• Social media presence (but know it takes time!)

4. Tailor Your Tactics by Demographic

• Older patients: Use Facebook, email, direct mail, print, TV, radio.
• Younger patients: Use Instagram, TikTok, YouTube Shorts, influencer collaborations.

5. Don't Fish in the Wrong Pond Align your:

• Target audience
• Marketing platform
• Message and tone
• Budget and expectations

Actionable Tips for Chiropractors

• Need patients fast? Prioritize acute care, SEO, and local Google Ads.
• Targeting Gen Z or Millennials? Use short-form content, influencer partnerships, and be consistent with social media.
• Want trust over time? Focus on storytelling, authority, and being visible both online and offline.
• Don't fake it. Be genuine and let your personality come through in your content.
• Adapt. Stay aware of platform changes and be ready to evolve your strategy.

Final Thoughts

"Marketing isn't magic—it's a process. And if you're marketing to people who take longer to trust you, you have to be patient, intentional, and consistent. If your expectations and execution don't match, you're just wasting time and money."

Work With Jerry

Want help with your website, SEO, or want to get unstuck in your practice? Visit RocketChiro.com and request a Free New Patient Search Review or explore the Next Step Program for on-demand chiropractic coaching.

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free New Patient Search Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

Together, they unpack a global study by Edelman shared via Axios that reveals rising distrust in the medical establishment, and how younger generations are increasingly turning to social media, family, and AI instead of doctors for healthcare advice.

This episode is not about fear or doom. It's about opportunity. Jerry and Shaq discuss how chiropractors can thrive in this new environment—by becoming approachable, authentic, and collaborative. If you want to know how to build real trust in a skeptical world, this episode is for you.

• 16,000 adults surveyed across 16 countries
• Trust in traditional medical advice is plummeting
• Gen Z (ages 18–34) showed the sharpest decline in trust
• People now turn to friends, family, social media, and AI tools like ChatGPT for guidance

• Many chiropractors misinterpret this shift as negative
• Jerry argues it's actually a massive opportunity
• People are more open than ever to alternative care
• But they're also more skeptical and cautious

1. Approachability Over Authority
   • Don't try to act like a hospital or medical institution
   • Be authentic, human, and real
   • Patients are drawn to approachable, relatable personalities—especially online
2. Be a Trusted Peer, Not Just a Provider
   • The age of "the man in the white coat" is fading
   • Trust is built through transparency, consistency, and care
   • Shaq shares real-world examples from social media and ad performance
3. Collaborative Decision-Making is Crucial
   • Chiropractic is a participation sport
   • Patients don't want to be told what to do—they want to be heard
   • Jerry shares the idea of "unburdening yourself" from outcomes, while still leading responsibly
4. Office Design, Language, and Branding
   • Your tone, attire, and environment matter more than ever
   • Don't fake it. Be yourself—but be your best self
   • Your online persona should match the in-office experience
5. Retention Through Relationship
   • True retention isn't just about visit numbers
   • It's about maintaining a long-term doctor-patient relationship
   • "If they're going to see a chiropractor five times in the next 20 years—make sure it's you."

• Be visible and real online—smile in your photos, show personality in your videos
• Ditch manipulative sales tactics—people will bolt if they sense even a whiff of deception
• Use AI tools to enhance patient understanding, not replace your role
• Build trust over time—especially with younger patients who are used to doing their own research
• Engage in local Facebook groups or community platforms to stay involved without relying solely on ads

Shaq Smith is a marketing and social media strategist who specializes in helping chiropractors create content and ads that convert. Known for his sharp insights and practical advice, Shaq brings a younger generational perspective to the conversation—especially relevant for understanding Gen Z patient behavior.

This episode challenges chiropractors to stop chasing mainstream status and start leaning into what makes them different. Trust isn't dead—it's just shifting. And chiropractors who embrace approachability, authenticity, and patient participation will thrive in this new era.

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free New Patient Search Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

• Jerry shares his experience with seeing a social media ad discouraging chiropractors from renting websites, advocating instead for ownership.

• Highlights the misleading aspects of this marketing approach.

• Your website should clearly represent your practice and communicate your value to potential patients.

• It should create an immediate feeling of reassurance and relief for your ideal patients, helping them know they've found the right chiropractor.

• Owning a website does not eliminate ongoing costs (hosting, domain renewal, plugins, maintenance).

• Renting doesn't inherently mean you're throwing away money; it could offer consistent value and peace of mind.

• Pros: Cheapest initial cost; complete control.

• Cons: Time-consuming, requires technical and design skills, full responsibility for problems.

• Pros: Professional initial setup, saves significant time, good initial functionality and appearance.

• Cons: High upfront costs, ongoing technical maintenance responsibilities, potential hidden SEO and functional flaws.

• Pros: Professional management, design, and SEO optimization; ongoing support and updates; leveraging expert experience.

• Cons: Higher ongoing monthly cost; less direct control for those who prefer hands-on management.

• Avoid making website decisions based purely on cost savings. Prioritize overall return on investment and functionality.

• Maintain control of your domain (URL).

• Maintain control of your business email setup independently (e.g., Google Workspace).

• Be cautious of marketing scare tactics.

• Ensure the website solution you choose genuinely enhances your online presence and patient conversion.

• Request a FREE New Patient Search Review: Jerry offers a detailed, personalized video review of your website and SEO effectiveness, clearly explaining your online visibility and patient appeal.

• Additional services available include website design, ongoing management, and comprehensive SEO services tailored specifically for chiropractors.

• Choose your website option based on your practice's specific needs, capabilities, and growth goals.

• Ensure your website consistently represents your chiropractic practice positively and effectively to your target audience.

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free New Patient Search Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

Jerry has seen it time and time again—new practice owners unintentionally sabotage their growth because they're overcorrecting for past negative experiences as chiropractic associates. Rather than learning from those experiences and taking the good with the bad, they throw out anything that reminds them of their former job—even when those strategies are actually helpful for patient care and business success.

Key Topics Covered:

• What is Chiropractic Associate PTSD and how to recognize it

• Why bad chiropractic associate jobs often lead to destructive overreactions

• The dangers of abandoning care recommendations, structure, and business systems

• Why communication and leadership are essential, not optional

• The difference between unethical sales tactics and ethical, effective systems

• How to reframe your mindset so your bad associate job doesn't ruin your own practice

• The long-term impact of poor retention, undercharging, and disorganization

• Practical tips for moving forward with confidence and clarity

Takeaways:

• Just because something was done wrong in your chiropractic associate job doesn't mean it's wrong to do

• Structure, communication, and planning are foundational to a successful chiropractic practice

• Being a great adjuster isn't enough—you also have to lead, manage people, and run a business

• Don't fall into the trap of assuming successful chiropractors are all unethical. Many are thriving because they've built strong, ethical systems

• Start small, commit to improvement, and keep moving the goalpost as you grow

Jerry's Advice: Change your mindset. A bad chiropractic associate experience doesn't have to define your future. Be intentional, build systems, communicate clearly, and strive for excellence—not perfection. Success in chiropractic is possible without selling out your values.

Support the Show: If you've been listening and getting value from the Rocket Chiropractic Podcast, take a moment to leave a review on Apple Podcasts or share the show with a chiropractor who could benefit. It helps the podcast reach more chiropractors who need guidance and support.

Want Help Growing Your Practice? Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free New Patient Search Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

Key Points:

• Initial Patient Contact:
• Referrals and reputation establish trust before first contact.
• Cold contacts require quick and convenient responses to avoid losing potential patients.

Pros and Cons of Contact Methods:

1. Phone:

• Pros: Highly personal, immediate human connection.
• Cons: Many people, especially younger demographics, avoid phone calls.

2. Email:

• Pros: Very easy, low anxiety for introverts.
• Cons: Low open rates, delayed responses, and potential ghosting due to reluctance to speak on the phone.

3. Texting:

• Pros: High open rates (~90%), quick responses, balances convenience and speed.
• Cons: HIPAA compliance risks, requires secure software or explicit patient consent.

4. Online Scheduling:

• Pros: High commitment level from patients, convenience.
• Cons: Potential additional costs, loss of schedule control for chiropractors.

5. Social Media (Direct Messaging):

• Pros: Direct, convenient for socially active chiropractors, good for conversions.
• Cons: Significant HIPAA compliance concerns, difficult message management, risk of missing messages if not consistently active.

Best Practices Recommendations:

• Phone: Maintain as an option with clear and concise voicemail messaging.
• Email: Discourage as primary contact for new patients due to inefficiency.
• Texting: Highly recommended if compliant; utilize secure software or explicit consent forms.
• Online Scheduling: Recommended if loss of schedule autonomy isn't problematic; ensure simplicity and ease-of-use.
• Social Media: Effective for socially active chiropractors but manage privacy carefully; consider explicit patient acknowledgment of non-privacy.

Final Thoughts:

Jerry emphasizes the importance of quick and convenient communication methods that align with patient preferences while being mindful of compliance and privacy regulations. Chiropractors should continually evaluate their patient contact methods and ensure they offer accessible, reliable, and regulation-compliant options.

Resources

Free New Patient Search Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

You'll hear a realistic breakdown of what social media can do for your practice, what it can't do, and why not every chiropractor should treat it as a primary marketing tool. Jerry explains how to think about your time, your personality, and your goals when deciding how (or if) to use social platforms effectively.

• Why there's no one-size-fits-all approach to social media

• The flawed assumption that every chiropractor has to be on social

• What makes social media a potential time and money drain

• Why interaction is the most important ingredient for social media success

• The danger of outsourcing to companies that post generic, low-value content

• When social media should be a supporting player, not the main driver

• What actually works: unique content, conversation, consistency

• Alternatives to social media for attracting new patients: SEO, referrals, Google Ads, content marketing, and community engagement

• How to use social media strategically if you're not all-in

• If you enjoy creating content and interacting online, social media can be a powerful tool—if done right.

• If you dislike it or aren't willing to do what it takes to succeed on social, you're better off focusing your efforts elsewhere.

• Maintaining basic social accounts with occasional, authentic updates is still a smart move.

• Don't waste money on generic social media management. It rarely works.

• Focus on strategies that fit your skills, your schedule, and your practice goals.

Resources

Free New Patient Search Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

After multiple recording attempts (yes, really), Jerry dives deep into the pros and cons of both SEO and Google Ads—helping chiropractors make smarter, more strategic decisions based on their budget, timeframe, and local competition. He highlights the potential benefits and the common pitfalls that can make these marketing tools either a valuable investment or a money pit.

Whether you're just getting started, running things on a shoestring budget, or trying to level up your online presence, this episode will help you better understand when SEO or ads make sense—and when they don't.

What You'll Learn:

• Why there's no one-size-fits-all answer to Google Ads vs SEO
• How your practice's timeline and urgency for new patients should impact your decision
• What role budget plays in deciding between DIY, local SEO help, or running paid ads
• Why competition density and strength in your area can drastically affect cost and effectiveness
• The biggest risks chiropractors face when choosing these strategies
• Why sometimes the best decision might be to wait or pivot

Resources

Free New Patient Search Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

If you found this episode helpful: ✔️ Share it with another chiropractor ✔️ Subscribe so you don't miss future episodes ✔️ Reach out to Rocket Chiro if you're ready to improve your online presence

Instead of offering a simplified "just do this" solution, Jerry takes a realistic look at the challenges chiropractors face and offers a framework for creating a personalized strategy based on your goals, budget, skills, and opportunities. Whether you're just starting out or feeling stuck, this episode will give you clarity, direction, and a plan to move forward.

What You'll Learn in This Episode: Why the typical "just do this" advice is usually misleading

The connection between chiropractic marketing gurus and the broader "make money online" culture

Why there's no one-size-fits-all approach to getting new patients

Why it's okay (and normal) to get unbalanced results from your marketing efforts

Why everything starts with reaching new people—and how to make sure you're doing it

The Three Big Marketing Categories: 1. Online Marketing Websites, SEO, Google Ads, social media, email, and digital content creation

2. Offline Marketing Referrals, local networking, events, community outreach, print, and face-to-face marketing

3. Retention Onboarding, communication, patient experience, and follow-up systems that keep people coming back

Foundational Steps to Get Started: Clarify your marketing message: Who are you, and how do you help?

Build and maintain a professional website

Set up and optimize your Google Business Profile

Create and maintain relevant social media accounts

Implement a simple, effective plan for gathering reviews and referrals

Key Questions to Ask Yourself: What are my current skills?

What are my interests?

What are my available opportunities?

What is my timeline?

What is my budget?

These questions will help you decide what to focus on next and avoid wasting time and money.

Final Takeaways: Just get started, even if it's messy at first

Don't take unnecessary financial risks

Test and tweak your efforts—marketing is an ongoing process

Be willing to change, but also be patient with your strategy

Most importantly, be committed to excellence in everything you do

Resources

Free New Patient Search Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

The conversation covers a wide range of topics including the scope of animal chiropractic, state regulations, and the logistics of running a mobile practice. Dr. Katie talks about the tools she uses (or avoids), the importance of understanding animal behavior, and the emotional bond formed between pets and their people. She also dives into the business side—touching on patient volume, pricing strategies, and why excellence and ethical care are non-negotiable.

Whether you're a chiropractor, a pet owner, or someone who's simply curious, this episode is an insightful look into a growing field that's changing lives—human and animal alike.

• How Dr. Katie went from horse girl to animal chiropractor
• What animals can be adjusted (not just dogs and horses)
• The legal and logistical challenges of animal chiropractic
• Tools of the trade: hands versus instruments
• How to communicate with vets and why it matters
• Business models for mobile and brick-and-mortar animal chiropractors
• Emotional patient stories and powerful outcomes
• Why excellence and collaboration are the future of animal chiropractic

• Dr. Katie's podcast: Making Strides for Animal Chiropractic
• Dr. Katie's Website: Making Strides For Animal Chiropractic

Resources

• Business & marketing training for chiropractors: https://rocketchiro.com/join
• Free practice assessment: https://rocketchiro.com/chiropractic-practice-assessment
• Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites
• Google Ads Management for Chiropractors: https://rocketchiro.com/google-ads-management-for-chiropractors
• Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

Dr. Kennedy argues that many chiropractors fail to clarify who they are and what they offer, leading to ineffective practices and marketing strategies. He encourages chiropractors to understand their unique strengths and target their marketing efforts accordingly, ultimately leading to a more successful practice.

Takeaways:

• The biggest mistake chiropractors make is not defining who they are.
• Clarity about your practice helps in marketing and attracting patients.
• Understanding your ideal patient is crucial for success.
• Chiropractors should focus on their strengths and specialties.
• Effective marketing requires knowing your target audience.
• Don't try to be everything to everyone in your practice.
• Your website and branding should reflect your practice identity.
• Starting a chiropractic practice is challenging and requires clarity.
• Good marketing creates a draw for the right patients.
• Utilize programs and resources to help define your practice purpose.

Sound Bites:"Why would someone pick you?" "What is your superpower?"

Resources For Chiropractors:Business & marketing training for chiropractors: https://rocketchiro.com/join Free practice assessment: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Google Ads Management for Chiropractors: https://rocketchiro.com/google-ads-management-for-chiropractors Chiropractic Local SEO: https://rocketchiro.com/chiropractic-seo

Jerry challenges chiropractors to take a hard look at their marketing and asks: Are new people discovering your practice this month who didn't know about you last month? Whether you focus on online marketing, networking, referrals, or a mix of strategies, everything starts with making your practice known to new people in your community. If you skip this crucial step, you may be wasting time and effort on tactics that don't move the needle.

Key Takeaways:

• New patients solve a lot of problems – but they aren't the answer to everything. If a business has deeper structural issues, getting more new patients may temporarily cover them up but won't fix the core problems.
• Three main ways to get new patients:
• Online Marketing: SEO, Google Ads, social media, content marketing
• Offline Marketing: Networking, community outreach, events, public speaking
• Referrals & Relationships: Word of mouth, patient referrals, business partnerships
• Lean into your strengths – If you are great at social media, use that to your advantage. If you prefer a referral-based practice, focus on strategies that encourage word-of-mouth marketing.
• All marketing starts with awareness – People must first know your practice exists before they can become patients.
• Avoid wasted effort – If you're writing blogs no one reads, posting on social media without reaching new people, or running ads with no clear strategy, you're missing the key first step.
• Be known for something – The most successful chiropractors clearly communicate their value and specialize in something their community understands.

Actionable Steps:

1. Audit your marketing: How are new people discovering your practice?
2. Stop wasting time on tactics that don't introduce you to new people.
3. Focus on outreach: Whether online or offline, prioritize strategies that expand your reach.
4. Get a free practice assessment: Visit Rocket Chiro to have Jerry review your website and SEO.
5. Join the NEXT Step program: If you're feeling stuck, this coaching program provides foundational practice growth strategies and direct access to Jerry for guidance.

Additional Resources:

Business & marketing training for chiropractors: https://rocketchiro.com/join

Free practice assessment: https://rocketchiro.com/chiropractic-practice-assessment

Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites

Google Ads Management for Chiropractors: https://rocketchiro.com/google-ads-management-for-chiropractors

Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

In this episode of Rocket Chiro Podcast, Dr. Jerry Kennedy sits down with Dr. John Stenberg to dive deep into one of the most debated topics in chiropractic: the role of philosophy in practice.

They discuss the tension between evidence-based and vitalistic chiropractors, the impact of philosophy on clinical decision-making, and whether philosophy has turned into a quasi-religious belief system for some chiropractors.

From the hypocrisy of certain chiropractic marketing strategies to the ethical responsibility of those who claim to "turn power on," this conversation is raw, insightful, and bound to stir some thoughts.

Topics Covered:

✔️ Why chiropractic philosophy has always been divisive rather than unifying ✔️ The fine line between philosophy and evidence-based care ✔️ The hypocrisy of some "subluxation-based" chiropractors ✔️ Should patients have to adopt chiropractic philosophy to get care? ✔️ Why the most philosophical chiropractors should be the most precise ✔️ The real reason medical doctors don't refer to chiropractors ✔️ Why crapping on pain relief is dumb ✔️ How chiropractic can regain trust in healthcare

Connect with Dr. John Stenburg: Dr. Stenberg's website: https://www.zenithchiroco.com/ Dr. Stenberg on Instagram: https://www.instagram.com/zenith_chiro Dr. Stenberg's Upper Cervical Podcast: https://www.zenithchiroco.com/upper-cervical-podcast

Additional Resources: Business & marketing training for chiropractors: https://rocketchiro.com/join Free practice assessment: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Google Ads Management for Chiropractors: https://rocketchiro.com/google-ads-management-for-chiropractors Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

Steve shares insights from his book, his philosophy on fitness, and why strength training, walking, and a balanced diet are the keys to long-term health. They also discuss Steve's background in personal training, jiu-jitsu, and his experience as a pastor.

Beyond fitness, Jerry and Steve dive into the topic of faith, the meaning of the gospel, and the role of grace in their lives. This is a powerful conversation filled with practical health advice, life lessons, and deep reflections on faith.

What You'll Learn in This Episode:

• The 3 W's of fitness: Weight training, Walking, and Watching your diet
• How strength training prevents injury and improves longevity
• The myths of extreme fitness trends, fad diets, and overtraining
• Why recovery is one of the most overlooked aspects of fitness
• How Steve's personal faith journey shaped his approach to fitness and life
• The fundamental difference between Christianity and other religions

Mentioned in This Episode:

• The Gospel of Fitness by Steve McKinney – Available on Amazon
• Steve's website: fitnessandmore.net

Resources & Additional Links:

• Rocket Chiropractic: rocketchiro.com
• Follow Dr. Jerry Kennedy on Instagram: @rocketchiro
• Connect with Steve McKinney on Instagram: https://www.instagram.com/steve.mckinney/

Resources & Additional Links:

Business & marketing training for chiropractors: https://rocketchiro.com/join

Free practice assessment: https://rocketchiro.com/chiropractic-practice-assessment

Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites

Google Ads Management for Chiropractors: https://rocketchiro.com/google-ads-management-for-chiropractors

Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

Whether you're frustrated by your local search performance or wondering if paid ads are the right move, this episode breaks it all down.

🔥 The Real Limitations of Local SEO (Google Maps)

• Why your search visibility is limited by factors like search volume and competition.
• How Google's location-based algorithm impacts your chances of ranking in the map pack.
• The importance of your practice's physical location when it comes to dominating local searches.

💡 The Truth About Heat Maps

• Jerry shares his experience with SEO companies promising "too-good-to-be-true" results using heat maps.
• Why some SEO claims only work in low-competition areas.
• How to set realistic expectations for local SEO results based on your practice's location and competition.

🚀 When Chiropractors Should Run Google Ads

• How Google Ads can help bypass SEO limitations and get immediate visibility.
• The pros and cons of running ads yourself vs. hiring an agency.
• Why Google Ads budgets can be tricky, especially for chiropractors with limited marketing funds.
• The best times to consider running ads:
  • New practices looking to generate leads fast.
  • Chiropractors wanting to expand reach beyond local SEO limits.
  • Practices aiming for total local domination.

💣 Bonus Insight:

• Jerry's take on review strategies and why there's no such thing as "too many reviews" when it comes to dominating your local market.

• Local SEO is powerful but has real limitations based on search volume, competition, and physical location.
• Google Ads can help chiropractors reach more potential patients—but they come with their own challenges and costs.
• Strategic marketing is about balancing long-term organic growth with paid strategies for immediate results.

🎯 Need Help With Your Website, SEO, or Google Ads? Head over to RocketChiro.com to learn how Jerry can help you optimize your site, improve your local SEO, or run effective Google Ads to attract more new patients.

👉 Subscribe to the Rocket Chiropractic Marketing Podcast on Apple Podcasts, Spotify, or your favorite podcast platform so you never miss an episode!

🎙️ Got questions or topics you'd like covered? Reach out to Jerry at RocketChiro.com — he's always excited to help chiropractors grow their practice!

Host: Jerry KennedyPodcast: Rocket Chiro Podcast - The Business and Marketing Podcast for Chiropractors

Episode Summary:

In this episode of the Rocket Chiropractic Podcast, Jerry Kennedy explores two key topics that impact chiropractors:

Time Spent with Patients: Does spending more time with patients automatically mean better care? Jerry challenges the assumption that more time equals more value and explains why efficiency should be a priority in chiropractic practice.

Patient Interaction and Experience: How chiropractors greet and interact with patients significantly influences patient retention. Jerry shares insights from a book he recently read, emphasizing the importance of making patients feel heard and valued.

Key Takeaways:

1. The "More Time = More Value" Myth

Some chiropractors feel guilty for not spending more time with patients, but time should not be the primary focus—results and value should be.

Spending excessive time with patients does not necessarily improve care and may even be counterproductive for busy professionals.

Chiropractors should prioritize efficiency without sacrificing quality.

Patients should pay for results, not minutes on the clock.

New patient visits and regular visits should be optimized for effectiveness and patient experience.

Tip: If your practice is built on spending extra time with patients, consider reframing your approach to focus on quality care rather than duration.

2. The Power of Patient Interaction

Patients need to feel heard and valued.

Acknowledging their concerns, making eye contact, and actively listening builds stronger connections and improves retention.

Ignoring or dismissing a patient's experience can create a sense of disconnection and drive them away.

Being present and engaged, even in a short visit, makes a significant difference in the patient experience.

Simple gestures like smiling, welcoming patients warmly, and avoiding distractions (e.g., checking the phone or multitasking) enhance the patient experience.

3. Business and Marketing Takeaways

Efficiency in practice allows chiropractors to serve more patients without compromising care.

Patient retention improves when patients feel valued, leading to better health outcomes and increased revenue.

Practical Action: Evaluate how you and your staff interact with patients—small changes can make a big impact on patient loyalty.

Announcements & Housekeeping:

Rocket Chiro Website & SEO Services: Prices for website services will increase at the end of the month. Existing clients will keep their current pricing, but new clients should reach out before the end of the month to lock in the current rates.

Next Step Program: If you're a chiropractor looking for help with business and marketing, check out the Next Step Program for guidance on practice growth.

Podcast Reviews: If you enjoy the podcast, leave a review on Google—there's a "Review Us" button on the Rocket Chiro website.

Final Thoughts:

Focus on value and efficiency, not just time spent with patients.

Enhance patient interactions to build stronger connections and improve retention.

Small improvements in communication and engagement can lead to better business outcomes and patient satisfaction.

Thank You for Listening! 🎙️If you found value in this episode, be sure to subscribe and share it with fellow chiropractors. See you next time!

Business & marketing training for chiropractors: https://rocketchiro.com/join

Free practice assessment: https://rocketchiro.com/chiropractic-practice-assessment

Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites

Google Ads Management for Chiropractors: https://rocketchiro.com/google-ads-management-for-chiropractors

Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

Key Takeaways:

1. The Key to Marketing: Interaction

• Interaction is the cornerstone of effective marketing—online or offline.
• Google rewards high interaction with lower ad costs and better rankings. Examples of interaction include:
• Questions on your Google Business Profile.
• Website visits and clicks.
• Positive reviews.
• Social media content should prioritize engagement over frequency. Avoid canned, generic content and create posts that resonate with your audience.

2. Are Deals Worth It?

• Deals like discounted first visits can attract patients, but there are long-term implications:
• What you do to attract patients is what you'll need to do to retain them.
• Deals may attract price-sensitive patients, making it harder to sustain full pricing later.
• Consider offering value in ways other than discounts, such as giveaways or added perks, to avoid devaluing your services.

3. Helping Patients Understand Your Practice

• Focus on benefits, not technicalities. Patients don't need to understand everything you do—they need to know how you'll help them.
• Instead of explaining techniques, highlight the types of patients you help and the problems you solve.
• Shift your messaging to help patients feel they've found the right place.

Actionable Tips:

• Build authority through reviews, reputation, and engaging content that reflects your practice's unique strengths.
• When marketing, prioritize creating a positive user experience that guides potential patients to take the next step—whether it's booking an appointment or visiting your website.
• Frame your communication around the benefits to the patient, reinforcing that they're in the right place.

Resources Mentioned:

• Visit Rocket Chiro for chiropractic websites, SEO, and expert marketing advice.
• Have a question for the podcast? Submit it via the contact page at Rocket Chiro.

From debating the pros and cons of X-rays to exploring innovative approaches in clinical education, this episode is packed with insights for chiropractors, students, and anyone interested in the profession's future.

Key Topics Discussed:

1. The Role of Imaging in Chiropractic Practice:
   • When and why to use X-rays or other imaging tools.
   • The ethical considerations of imaging—balancing necessity and overuse.
   • How imaging impacts patient perception and outcomes.
2. Innovations in Chiropractic Education:
   • The Community-Based Clinical Education (CBCE) program at UWS.
   • Enhancing student readiness with immersive learning experiences.
   • Preparing students for diverse practice settings, including private clinics, integrated systems, and multidisciplinary teams.
3. Career Opportunities for Chiropractors:
   • The growth of salaried positions in chiropractic and the rise of franchise models.
   • Challenges and opportunities in the current job market for chiropractors.
   • Bridging the gap between education and real-world practice.
4. Chiropractic's Evolving Role in Healthcare:
   • Advocating for chiropractic as a primary choice for musculoskeletal and spine care.
   • Integrating chiropractic into multidisciplinary teams for holistic patient care.
   • Addressing common misconceptions about the profession.
5. Social Media's Influence on Chiropractic:
   • The rise of Instagram and YouTube chiropractors—pros, cons, and public perception.
   • Balancing education and entertainment in promoting chiropractic care.

Memorable Quotes:

• "If imaging answers a clinical question that changes how you treat, it's worth doing. But over-reliance on imaging can lead to unnecessary interventions." – Dr. Patrick Battaglia
• "The more intentional we are about filling in gaps during education, the more we set students up for success after graduation." – Dr. Patrick Battaglia
• "Chiropractors need to be excellent at what they do. Whether it's a specific technique or general patient care, strive to be great." – Jerry Kennedy

Call to Action: If you're interested in learning more about the University of Western States' Community-Based Clinical Education program or exploring integrative care opportunities, click on the links below.

• CBCE Onboarding Meeting Scheduling for Doctors
• CBCE Program Application

Also, feel free to connect with Dr. Battaglia and the UWS team to share ideas or discuss how to contribute to chiropractic education.

Business & marketing training for chiropractors: https://rocketchiro.com/join

Free practice assessment: https://rocketchiro.com/chiropractic-practice-assessment

Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites

Google Ads Management for Chiropractors: https://rocketchiro.com/google-ads-management-for-chiropractors

Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

The conversation covers everything from the basics of building a local following to advanced strategies like retargeting and messenger ads.

Key Takeaways:

• The Importance of Strategy: Many chiropractors know they need social media but don't understand why or how to use it strategically. Shaq emphasizes that social media should be about connecting with your local audience and differentiating yourself from competitors.

• Content That Converts:

  • High Performers: Videos of treatments, testimonials, and transformational stories perform best. People love seeing adjustments, but showcasing unique services (e.g., shockwave therapy) can also grab attention.
  • Low Performers: Overly educational content doesn't resonate unless it's entertaining.
  • Be Personable: Sharing human moments helps build trust and connection.

• Building Relationships:

  • Reach out to followers with a personal message to build rapport.
  • Focus on a framework: Build rapport → Qualify leads → Invite them in for care.
  • Follow up thoughtfully without being pushy. A friendly tone can make all the difference.

• Paid Advertising Tips:

  • Start with a budget of $10/day for local ads to build a targeted following.
  • Use messenger ads to directly engage your audience and convert followers into patients.
  • Retarget followers with ads that encourage them to message your practice.

• The Role of AI: Tools like ManyChat and chatbots are becoming increasingly valuable for automating conversations and nurturing potential patients while maintaining a human touch.

Final Thoughts: Jerry and Shaq dive deep into the nuances of using Instagram as a tool for chiropractors, from creating engaging content to running effective ad campaigns. The key takeaway? Build genuine relationships and be intentional with your social media presence.

Where to Find Shaq Smith:

• Instagram: @ImShakurSmith

Business & marketing training for chiropractors: https://rocketchiro.com/join Free practice assessment: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Google Ads Management for Chiropractors: https://rocketchiro.com/google-ads-management-for-chiropractors Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

With the new year approaching, now is the perfect time to identify areas for growth and set yourself up for success.

Key Takeaways:

1. Why Chiropractic Coaching Matters:

• Chiropractic college prepares you to pass boards, not to thrive in the real world.
• The chiropractor you are when you graduate is not the one you need to be to succeed long-term.
• Ongoing coaching, education, and habit development are critical for growth.

2. Types of Chiropractic Coaching:

• Business Coaching: Learn the basics of running a chiropractic practice.
• Clinical Coaching: Improve patient management and human interaction skills.
• Marketing & Branding: Develop a unique value proposition to attract your ideal patients.
• Mindset & Personal Development: Build leadership skills and overcome mental roadblocks.
• Sales & Communication: Refine how you present value and gain patient agreement.
• Niche-Specific Coaching: Focus on specialized techniques or services, like pediatrics or sports chiropractic.
• Technology & Systems Coaching: Maximize the tools and software you're already using.
• Compliance & Legal Coaching: Ensure your paperwork and billing practices are up to par.

3. Choosing the Right Coaching for You:

• Identify your most pressing challenges (e.g., patient acquisition, clinical skills, or billing issues).
• Start with affordable or free options (e.g., podcasts, books) if finances are tight.
• Invest strategically in coaching that aligns with your current goals and budget.

4. Jerry's Advice:

• Avoid rushing into expensive programs without proof of concept or financial stability.
• Take action—don't just learn, but apply what you've learned.
• Your practice can only grow as much as you do, so prioritize personal and professional development.

Resources Mentioned:

• Rocket Chiro Websites: Build a better chiropractic website to attract more new patients.
• Next Step Membership: Affordable business and marketing coaching for chiropractors, ideal for those getting started or feeling stuck.

Call to Action: If you're ready to level up your chiropractic practice, start with a better website or explore the Next Step Membership. Visit Rocket Chiro today to get started.

Subscribe & Share: Don't keep this podcast to yourself! Share it with a chiropractor who could benefit from these insights.

Thank you for listening to the Rocket Chiro Podcast. See you next time!

Business & marketing training for chiropractors: https://rocketchiro.com/join Free practice assessment: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Google Ads Management for Chiropractors: https://rocketchiro.com/google-ads-management-for-chiropractors Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

Jerry shares insights on prioritizing family and health over business success, and the necessity of structure and discipline in both work and home life. He encourages listeners to be present with their families and to understand that saying yes to one commitment often means saying no to another.

The conversation culminates in practical tips for achieving a balanced life while managing a chiropractic practice.

Key Takeaways:

1. The Extremes of Work-Life Balance:

• On one end, you have the "hustle culture" that glorifies grinding 24/7 to achieve success.
• On the other, you have the carefree "YOLO mentality" that prioritizes living in the moment over building anything substantial.
• Both extremes come with consequences, especially for chiropractors with families.

2. The Real Priorities in Life:

• Visualize your life as a target. The bullseye is reserved for the most important people—your spouse, kids, and closest family members.
• Work is essential but does not belong at the center of your target. Misaligned priorities can lead to regrets and damaged relationships.

3. The Importance of Saying No:

• When you say yes to one thing, you're saying no to something else.
• Chiropractors must learn to prioritize structure, discipline, and efficiency in their work so they can be fully present at home.

4. Tips for Work-Life Balance:

• At Work:
• Create structure and discipline in your practice.
• Be efficient and prioritize foundational tasks that truly matter.
• Avoid wasted time and inefficiency—it directly affects your time with family.
• At Home:
• Be fully present when you're home. Don't bring work problems into family time.
• Understand that the time you spend at home is irreplaceable.
• Communicate with your spouse and set expectations for temporary sacrifices while building your practice.

5. Timing is Everything:

• If you're single and building a practice, take advantage of the flexibility.
• If you have a family, use them as your motivation to work smarter, not just harder.
• Remember: The hustle phase is temporary. Your goal is to provide for your family without sacrificing your relationships.

Final Thoughts: You won't look back on your life and wish you'd worked more or earned a little extra money. What truly matters are the relationships you build and the moments you cherish with your family. Keep your priorities straight, work efficiently, and when you're home—be home.

Resources Mentioned:

• Need a better chiropractic website? Visit RocketChiro.com to attract more new patients in the coming year.
• Feeling stuck? Check out Jerry's Next Step Program for on-demand chiropractic coaching to grow your practice with foundational business and marketing strategies.

Share & Subscribe: If you found this episode helpful, please share it with other chiropractors! Don't forget to subscribe to the podcast for more valuable insights to help you grow your practice and balance your life.

Connect with Rocket Chiro:

Business & marketing training for chiropractors: https://rocketchiro.com/join Free practice assessment: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Google Ads Management for Chiropractors: https://rocketchiro.com/google-ads-management-for-chiropractors Chiropractic SEO: https://rocketchiro.com/chiropractic-seo