Podcast Summary: The Smart Chiropractor Podcast - S2E7: Our Playbook for Marketing Recurring Revenue Products

Episode Information:

• Title: Our Playbook for Marketing Recurring Revenue Products
• Host/Authors: Dr. Jeff Langman & Dr. Jason Deutsch
• Release Date: November 3, 2021
• Description: This episode delves into the strategic playbook used by The Smart Chiropractor to market recurring revenue products. The hosts share insights on integrating various marketing channels, creating consistent and valuable content, and building a robust system that drives business growth.

1. Introduction to the Marketing Playbook

Dr. Jason Deutsch opens the episode by setting the stage for an in-depth exploration of their marketing strategies focused on e-commerce, product sales, and recurring revenue. He emphasizes the importance of understanding the mindset and strategy required to build and grow a chiropractic practice in the modern landscape.

• Timestamp [00:11]:

  "Welcome to Smart Chiropractor Season 2,...how you can build and grow your practice in 2021."

2. Building the Marketing Infrastructure

Dr. Jeff Langman discusses the foundational elements necessary for effective marketing within a chiropractic practice. He highlights the importance of a cohesive presence across multiple channels and the challenges chiropractors face in maintaining consistency.

• Timestamp [01:01]:

  "We've perfected over years now, the right sequence of the right channels and the right cadence at the right time."

Key Components:

• Social Media Platforms: Essential platforms include Facebook, Instagram, YouTube, and potentially LinkedIn, depending on the target demographic.
• Email Marketing: Automated email campaigns that nurture leads and maintain engagement with existing patients.
• In-Office Presence: Utilization of video screens, handouts, and signage within the practice to reinforce messages and promotions.

Dr. Langman emphasizes the necessity of integrating these channels to present a unified and simple message, akin to the essential components of running a physical business.

• Timestamp [05:45]:

  "You've got to be in all of those places... These communication channels in today's digital world are essential."

3. Content Strategy: Monthly Campaigns, Weekly Topics, Daily Posts

Dr. Jason Deutsch explores the strategic layering of marketing efforts, breaking down how monthly campaigns inform weekly topics and daily posts. This structured approach helps chiropractors avoid the "creative void" of not knowing what content to produce.

• Timestamp [06:41]:

  "How do I coordinate a message without the quote, unquote, staring at a blank sheet of paper?"

Dr. Langman likens this strategy to a newsroom, where a structured content calendar allows for consistent and timely information dissemination.

• Timestamp [07:15]:

  "We can set what time of the year is it... New Year's resolutions... What's the relevant topic for this month of the year?"

Benefits of Structured Content:

• Efficiency: Develop a year’s worth of content in a fraction of the time.
• Relevance: Aligns content with seasonal interests and patient needs.
• Consistency: Establishes a predictable pattern that patients can rely on, enhancing engagement.

4. Granular Content Creation: Daily Inspiration to Friday Favorites

Dr. Langman dives deeper into the specific types of content tailored for each day of the week, ensuring a balanced mix of inspiration, education, and community engagement.

• Timestamp [11:47]:

  "We've created a protocol, a motivational Monday Testimonial, Tuesday Wake up Wednesday Tactical Thursday and Friday favorites."

Daily Content Breakdown:

• Motivational Monday Testimonial: Shares patient success stories to inspire and build trust.
• Tuesday Wake Up: Provides helpful tips or interesting facts to start the week.
• Wednesday Tactical: Offers actionable advice or techniques related to chiropractic care.
• Thursday (Tactical Content): Continues providing practical tips or educational content.
• Friday Favorites: Highlights favorite products, services, or community members, fostering a sense of community and reciprocity.

Example from Monthly Campaign on Sports Injuries:

• Monday Motivation: A testimonial from a patient recovering from a sports injury.
• Wednesday Tactical: Information on nerve interference and subluxation related to sports injuries.
• Friday Favorites: Showcase a favorite product that aids in muscle recovery.

5. Email Marketing: Weekly Newsletters and Campaigns

Dr. Langman outlines their approach to email marketing, advocating for weekly newsletters delivered in PDF format for ease of use both digitally and physically within the practice.

• Timestamp [14:30]:

  "A weekly email, but that's also in addition to what we call campaigns."

Email Strategy Components:

• Weekly Newsletters: Informative content that aligns with the monthly campaigns, reinforcing the same themes discussed on social media and in-office materials.
• Onboarding Campaigns: Automated series for new patients to welcome them and introduce them to the practice’s services.
• Event Campaigns: Targeted emails promoting specific events or online sessions, encouraging participation and engagement.

Key Considerations:

• Avoiding Overwhelm: Ensuring that emails provide genuine value without inundating recipients with too much information.

• Value-Driven Content: Shifting from promotional messages to educational and supportive content that positions the chiropractor as a trusted health leader.

• Timestamp [19:20]:

  "The most popular way that email has been effective is staying in touch with current clients."

6. Integration and Synergy Across Channels

The hosts discuss the importance of harmonizing all marketing efforts to create a seamless experience for patients. This integration ensures that each touchpoint—whether online or offline—reinforces the same message and objectives.

• Timestamp [21:14]:

  "The protocol is just like adjusting... You learn an analysis and an adjusting technique. Our protocol is what you described."

Key Points:

• Harmonized Messaging: Ensures that daily posts, weekly emails, and in-office materials all support the monthly campaign themes.
• Synergy Over Siloes: Avoids fragmented marketing efforts by coordinating across different channels for maximum impact.
• Predictable Patterns: Establishes a rhythm that patients can anticipate, enhancing engagement and retention.

Example of Synergized Campaign:

• Monthly Theme: Sports Injuries in Spring
  • Monday Motivation: Patient testimonial on recovering from a sports injury.
  • Tuesday Wake Up: Tips on proper stretching before physical activities.
  • Wednesday Tactical: Educational content on muscle recovery techniques.
  • Friday Favorites: Highlight a recovery product available in the online store.

7. Overcoming Common Marketing Challenges

Dr. Langman and Dr. Deutsch address two primary challenges chiropractors face in marketing: creating great content and maintaining consistency. They emphasize that their playbook simplifies these tasks by providing pre-designed content and automated systems.

• Dr. Langman:

  "We have the benefit of hundreds of members and thousands of chiropractors we know... to have finally sort of refined the formula."

Solution Offered:

• Content Library: Access to a vast repository of pre-crafted content tailored to different marketing channels.
• Automation Tools: Systems that handle the distribution and scheduling of content, ensuring consistency without additional workload.
• Research-Based Approach: Utilizing scientific research to underpin all content, enhancing credibility and trustworthiness.

Timestamp [24:20]:

"Because when doctors follow that formula, whether they do it themselves, want to take on the herculean effort... That's the formula."

8. Best Practices and Insights

Dr. Deutsch concludes by encouraging listeners to leverage the resources available on their website for further implementation of the discussed strategies.

• Timestamp [24:20]:

  "Monthly campaigns increase coordination which accelerate results."

Key Takeaways:

• Teach and Invite Consistently (TIC): A fundamental principle where every interaction aims to educate and invite patients to engage more deeply with their health and the chiropractic services offered.
• Value Over Promotion: Prioritizing the delivery of valuable information over direct sales pitches fosters a stronger, trust-based relationship with patients.
• Adaptability: Utilizing data and feedback to continually refine and adapt marketing strategies ensures ongoing effectiveness and relevance.

Notable Quotes:

• Dr. Jeff Langman [01:01]:

  "We've perfected over years now, the right sequence of the right channels and the right cadence at the right time."

• Dr. Jeff Langman [06:01]:

  "It's the synergy of the pieces. That's what makes us healthy and in this case, makes the systems work."

• Dr. Jason Deutsch [24:20]:

  "Monthly campaigns increase coordination which accelerate results."

Conclusion:

In this episode, Dr. Jeff Langman and Dr. Jason Deutsch provide a comprehensive overview of their proven marketing playbook tailored for chiropractic practices. By integrating social media, email marketing, and in-office materials into a cohesive system, they demonstrate how chiropractors can effectively market recurring revenue products. The emphasis on structured content, consistency, and value-driven communication underscores their strategy's success in building trust and fostering patient engagement.

For practitioners seeking to implement these strategies, The Smart Chiropractor offers a wealth of resources and tools designed to simplify and amplify marketing efforts, ultimately driving business growth and enhancing patient relationships.