183: He Grew to Multiple 7-Figures a Year!

Summary

ChiroCandy Podcast Summary: Episode 183 – He Grew to Multiple 7-Figures a Year!

Release Date: October 15, 2024

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Introduction

In the 183rd episode of ChiroCandy: THE Chiropractic Marketing Podcast, host Billy Sticker delves into a compelling success story featuring Dr. Mike Shulman, a chiropractor from Lawrenceville, Georgia. This episode is part of the podcast's Success Series, showcasing how effective marketing strategies can transform chiropractic practices. Billy Sticker, renowned for equipping chiropractors to think like marketers, facilitates an insightful conversation highlighting Dr. Shulman's remarkable growth and the pivotal role ChiroCandy played in his journey.

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Meet Dr. Mike Shulman

Timestamp: [00:00]

Dr. Mike Shulman shares the astounding growth of his chiropractic practice:

“When we first started with ChiroCandy, we were barely making $20,000 a month. Early on, since starting with them in one office, we're going to probably be doing almost $3 million.”
– Dr. Mike Shulman [00:00]

Dr. Shulman's practice is a multi-disciplinary office offering services such as chiropractic care, physical therapy, weight loss programs, joint injections, and shockwave therapy. He emphasizes a holistic, medication-free approach to patient care, adapting to changing times by expanding services and transitioning to a more cash-based model due to insurance challenges.

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Challenges with Previous Marketing Efforts

Timestamp: [02:50]

Dr. Shulman recounts his struggles with various marketing companies before partnering with ChiroCandy:

“They promise you the world and offer you nothing and get you nothing. I’ve been through five to ten different companies, I couldn’t even count, and some of them just quit on me and disappear.”
– Dr. Mike Shulman [02:50]

Despite his efforts to self-educate in marketing—obtaining certificates and attempting to implement CRMs and automation—Dr. Shulman found the task overwhelming, leading to inconsistent results and wasted investments.

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Partnership with ChiroCandy

Timestamp: [03:43]

Dr. Shulman's collaboration with ChiroCandy marked a turning point:

“You guys have kept up in the social media loop to get the best ad content out there and use the best, best copy and you use a CRM and have all the automations going. So you know what you’re doing and you make your adjustments every week.”
– Dr. Mike Shulman [03:43]

ChiroCandy's strategic approach alleviated the pressure on Dr. Shulman, allowing him to focus on his practice while the marketing team handled the intricacies of social media advertising, copywriting, and customer relationship management. The continuous optimization and weekly adjustments ensured effective campaigns and sustained growth.

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Key Marketing Strategies Implemented

Timestamp: [05:24]

Dr. Shulman highlights three critical components essential for chiropractic marketing success:

1. Customer Relationship Management (CRM):

   “100% need a CRM. 100% need somebody following up all the time.”
   – Dr. Mike Shulman [05:24]

   Implementing a robust CRM system facilitates consistent follow-ups, ensuring no lead is left unattended.

2. Consistent Follow-Up:

   “I have two people and their main job is just following up on the CRM daily.”
   – Dr. Mike Shulman [05:24]

   Dedicated personnel to manage follow-ups can significantly enhance lead conversion rates.

3. Video Content Creation:

   “Make lots of videos even... Make someone follow you around, make jokes, follow your staff around, extra staff, how they feel about you, even if you know they make fun of you.”
   – Dr. Mike Shulman [05:24]

   Engaging video content humanizes the practice, builds trust, and increases online engagement.

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The Impact of Video Marketing

Timestamp: [06:15]

Dr. Shulman elaborates on the success of incorporating video marketing:

“And never stop. I have a full-time videographer now and he just follows me around and shoots a few days out of the week. So it’s not like overwhelming, but he does a lot of stuff on the back end, creating and editing videos and make it look as professional as possible.”
– Dr. Mike Shulman [06:15]

Highlighting specific successes:

“Now at 4 million [views].”
– Dr. Mike Shulman [07:45]

One of the videos featuring his staff garnered 4 million views, illustrating the power of authentic and relatable content in attracting and retaining patient interest.

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Collaborative Communication

Timestamp: [04:15]

Matt Keenan, a member of the ChiroCandy team, praises Dr. Shulman's active engagement:

“He actually engages with them, lets me know what’s working, what’s not on his end. Because ultimately, getting like 20 leads in a week is great, but if they’re not converting, if they’re not making any money, then there’s no point in it.”
– Matt Keenan [04:15]

This two-way communication ensures that marketing strategies are continually refined to align with the practice’s operational effectiveness and revenue goals.

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Achieving Financial Milestones

Timestamp: [08:15]

Dr. Shulman's testimony underscores the financial transformation achieved through effective marketing:

“We were barely making $20,000 a month early. And since starting with them in one office, we’re gonna probably be doing almost $3 million.”
– Dr. Mike Shulman [08:15]

This growth trajectory exemplifies the significant impact that targeted marketing strategies can have on a chiropractic practice's financial health.

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Final Thoughts and Takeaways

Dr. Shulman's journey offers several valuable insights for chiropractors aiming to elevate their practices:

• Invest in a Reliable CRM: Ensures systematic follow-ups and efficient lead management.
• Consistent Content Creation: Regular, authentic video content fosters patient trust and engagement.
• Collaborative Partnership: Engaging actively with marketing partners leads to tailored strategies and measurable results.

Billy Sticker concludes the episode by highlighting the importance of measurable outcomes over mere lead generation, emphasizing that true success lies in converting leads into profitable patient relationships.

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Conclusion

Episode 183 of ChiroCandy effectively showcases how strategic marketing partnerships, coupled with dedicated content creation and robust CRM systems, can propel a chiropractic practice from modest beginnings to impressive financial heights. Dr. Mike Shulman's success story serves as a testament to the transformative power of thoughtful, consistent, and collaborative marketing efforts in the chiropractic industry.

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Stay Tuned: For more inspiring stories and actionable marketing strategies, subscribe to ChiroCandy: THE Chiropractic Marketing Podcast and elevate your practice to new heights.

Transcript

[Dr. Mike Shulman]

When we first started with Cairo Candy, we were barely making 20,000amonth early. And since starting with them in one office, we're going to probably be doing almost $3 million. You're listening to Chirogandy, the podcast of sweet chiropractic success. Here's your host, Billy Sticker.

[Billy Sticker]

Welcome to another episode of the Chiro Candy podcast. My name is Billy Sticker, founder and CEO of Chiro Candy, and this is going to be one of our success series episodes. And on the success series episodes, what it is is going to be different leaders and directors from our Cow Candy team doing different interviews, talking about what's working best for different clients and on different platforms. So without further ado, let's get on over into the episode. Enjoy.

[Matt Keenan]

Hello, everyone, and welcome to another episode of the Kyro Candy podcast. I'm your host, Matt keenan.

[Dr. Mike Shulman]

Hi, I'm Dr. Mike Shulman, chiropractor from Lawrenceville, Georgia.

[Matt Keenan]

Awesome. And he's been a longtime client with us on and off, I believe. And today we just wanted to sit down and talk about you, Dr. Shulman, and your practice and your experience with us and anything that would be helpful for our viewers and our listeners. But first, before we get into, you know, all the details and questions, tell us about your practice, like what made you get started? What kind of things are you doing now?

[Dr. Mike Shulman]

So we have a multi multiple discipline office with a nurse practitioner, medical doctor, chiropractor. We offer physical therapy, weight loss, joint injection, shockwave therapy. You name it, I probably do it. I mean, I started off as a chiropractor, had a business partner, learned the business side of things, and then pretty much insurance wasn't going as good as we wanted to, so we kind of expanded our services to more of a cash based office. And then we just keep adding new services as the times change and find the best holistic approach to treating patients without medications.

[Matt Keenan]

Right, yeah. And something I also forgot to mention is Dr. Shulman's actually my client right now. He's been my client for about what, three years now, I think.

[Dr. Mike Shulman]

Something like that. But I've been with you guys since Billy was in charge of everything.

[Matt Keenan]

Exactly. I mean, he's still in charge, but since he was like actually running my case manager. Yeah, exactly. Yeah. So he's, he's been with us.

[Dr. Mike Shulman]

You.

[Matt Keenan]

You've been through us, through thick and thin with us, honestly. So you. So you've been in the game for a long time. What kind of troubles and issues did you have with social media marketing in general?

[Dr. Mike Shulman]

Well, they promise you the world and offer you nothing and get you nothing. So I mean, I've been through five to 10 different companies, I couldn't even count and some of them just quit on me and disappear. Some of them, you know, they charge an arm and a leg and for very little to no results.

[Matt Keenan]

And did you ever try, you know, working things yourself with social media marketing?

[Dr. Mike Shulman]

Oh, I, before all this I did, I had educational courses. I got certificates in marketing and CRMs and creating automation. So I kind of have a little bit of a background trying to think I could do this myself and it's just too much.

[Matt Keenan]

It's too big of a beast, honestly. And some people, some people don't know that. Well, with that being said then what did, what is your experience been like with Kyra Candy and how have we been able to help alleviate some of that pressure?

[Dr. Mike Shulman]

Well, other than keeping me so busy, I don't, you know, I have no time for personal life. You know, you guys have kept up in the social media loop to get the best ad content out there and use the best, best copy and you use a CRM and have all the automations going. So you know, you know what you're doing and you make your adjustments every week. If you're not seeing something working right, so. And I kind of just let you do your thing.

[Matt Keenan]

Yeah, and I always appreciate that as well. But the communication always goes both ways. What something I, something I love about Dr. Shulman is he doesn't just, you know, read my weekly updates that I send him out every week. He actually engages with them, lets me know what's working, what's not on his end. Because ultimately as, as we know, you know, getting, getting like 20 leads in a week is great, but if they're not converting, if they're not making any money, then it's, there's no point in it. So that's something that I've always appreciated about you, Dr. Schulman, your communication and the dialogue that we keep open. And it's not just like a, because a lot of chiropractors can just get, get a marketing company and then they'll, they think that they can just, you know, plug and play. You can just like leave it alone and then let it sit. But there really has to be engagement on, on both ends. So I, I will definitely commend you with that and with that. Do you have any kind of main takeaways that you think our listeners would really benefit from about chiropractic marketing in general based on like what you've Done doing it yourself, doing it with other marketing companies. Your experience with us, what kind of main nuggets do you want to leave our viewers with?

[Dr. Mike Shulman]

100% need a CRM. 100% need somebody following up all the time. I have two people and their main job is just following up on the CRM daily. Make lots of videos even. Yeah, stupid things. Have someone follow you around, make jokes, follow your staff around, extra staff, how they feel about you, even if you know they make fun of you. That's all good content.

[Matt Keenan]

You're right about that.

[Dr. Mike Shulman]

And never stop. Just. I have a full time videographer now and he just follows me around and shoots a few days out of the week. So it's not like overwhelming, but he does a lot of stuff on the back end, creating and editing videos and make it look as professional as possible. But yeah, those are the biggest things when it comes to marketing CRM, following up and making videos.

[Matt Keenan]

Well, I'm. And we did not pay him to say that about videos. But he knows. But he knows. He's seen the benefits. He's seen the benefits of it from his own personal ads. Because beforehand, I think when you started, when you joined back with Kyra Candy, when, when I became your account manager, we were doing a little bit of videos, but it was, I remember it was a struggle at first to get good leads, but I kind of left.

[Dr. Mike Shulman]

You guys because I didn't want to do any videos and I didn't have time. And I was like, I found another company that did the videos kind of for me and gave me scripts and platforms and that was going back into. They promised everything and gave me nothing. Right then I came back to you and I hired my own guys and magic.

[Matt Keenan]

Exactly. And once. And not everybody has to get a videographer, obviously, but that definitely made it easier for both Dr. Shulman and for me because all I had to do is say, hey, make this kind of content. And then, you know, he would just bring it in. And it was all filmed to look like TikTok videos. Right. Because it was. And, and that's also what I appreciated it. Like you said earlier, it was more. It wasn't just an advertisement. Sometimes it was just personality shots, you know, where you were just interviewing people in your office interviewing you and they were funny. And the funnier ones really blew up on TikTok, honestly, like the. There was, I think there was one with one of your staff members. I can't remember which one, but she got like 3 million views or something.

[Dr. Mike Shulman]

Now at 4 million views. But yeah, 4 million?

[Matt Keenan]

Yeah. Yeah, it was. It was crazy. So people are always going to be looking at that stuff. They don't just want to have all of this random information. They also want to see, like a personal side of you. And that's something that we've been talking about in other episodes. They want to see. They want to be able to trust you as a. As a doctor, as a chiropractor, as somebody in your community. And you've just done a great job of doing that. So we're just gonna keep. We're gonna keep trucking along and get.

[Dr. Mike Shulman]

Cause I listened to you and I did what you told me to do.

[Matt Keenan]

So thanks again. We're not paying him to say this, so.

[Dr. Mike Shulman]

Something else I wanted to say is when we first started with Cairo Candy, we were barely making 20, 000amonth early. And since starting with them in one office, we're gonna probably be doing almost $3 million.

[Matt Keenan]

Wow. I didn't even know that much, but that makes me happy.

[Dr. Mike Shulman]

I don't tell that to everybody. But now you just told everybody.

[Matt Keenan]

Awesome.

[Dr. Mike Shulman]

I wanted to make sure people understood what Kyra can does.

[Matt Keenan]

Yeah, that's something measurable for sure. Not just like, oh, well, people are clicking on our stuff. But you're actually.

[Dr. Mike Shulman]

I tell all my friends, but you know how chiropractors are. They're just really hard to, you know, pull the trigger.

[Matt Keenan]

But anyway, thank you so much for your time, Dr. Shulman. I hope that you guys got stuff out of it and check out our next episode. Thanks.

[Brendan]

Hey, my name's Brendan. I work with Cairo Candy, and I have a quick question for you. How many new patient opportunities do you miss out on every single week? Whether that's people who go to your website who don't call, or it's leads from social media who your team just doesn't follow up with quick enough and they end up going down the street. What if there was a way I could tell you? That won't happen again. I want to invite you to a brand new webinar. Coming up on how you can use AI to help market your practice and get new patients. For more information or to register, go to chirocandy.com AI webinar. I'll see you there.