Summary of "Activating Recurring Revenue in Your Practice" (S2E8) – The Smart Chiropractor Podcast

Release Date: November 10, 2021

In the season two finale of The Smart Chiropractor Podcast, hosts Dr. Jeff Langmid and Dr. Jason Deutsch delve into the strategies for chiropractors to establish and activate recurring revenue streams through e-commerce. This episode serves as a comprehensive wrap-up of the season’s focus on e-commerce, providing actionable insights and addressing common challenges faced by chiropractic practices venturing into online sales.

1. Introduction to E-commerce for Chiropractors

Dr. Jeff Langmid kicks off the episode by emphasizing the importance of implementing an e-commerce store to enhance patient service and diversify revenue sources. He underscores the season-long theme of building and growing chiropractic practices with the latest strategies.

“[...] we have been focused on E Commerce. How do you get a store up and running? How do you serve your PAT at a higher level and deepen the bond and relationship that you have with them?”
— Dr. Jeff Langmid [00:12]

2. Why Chiropractors Should Consider E-commerce

Dr. Jason Deutsch outlines the multiple benefits of integrating an e-commerce platform into a chiropractic practice. He highlights:

• Enhanced Patient Service: Providing patients with easy access to recommended products.
• Revenue Diversification: Creating an additional income stream beyond traditional in-office services.
• Financial Stability: Offering assurance against unforeseen circumstances, such as pandemics or practice relocations.

“You know, you're serving your people better. It's another source of revenue. It is financial assurance in the event that there's Covid 20, 22, 23, etc.”
— Dr. Jason Deutsch [00:57]

3. Options for Setting Up E-commerce

Dr. Deutsch presents three primary pathways for chiropractors to establish an online store:

1. Do-It-Yourself (DIY): Utilizing resources like YouTube and Google to self-educate on platforms like Shopify, email marketing, and product selection.

   “You can go to YouTube and type in how do I start a Shopify store and learn... you can go do it yourself.”
   — Dr. Jason Deutsch [00:57]

2. Hiring Freelancers: Leveraging platforms such as Upwork or Craigslist to find professionals who can build and manage the store. This approach requires clear communication and management skills to ensure tasks align with practice needs.

   “You sort write up a proposal of the work you want somebody to do... if you know enough to manage what you need them to do.”
   — Dr. Jason Deutsch [00:57]

3. Using the Smart Chiropractor's E-commerce Program: Opting for a comprehensive, done-for-you solution that handles store setup, sales, promotions, fulfillment, and customer service. This option is presented as the most efficient and effective for chiropractors seeking a hassle-free implementation.

   “We call it smart chiropractor... we handle the rest as it relates to, you know, sales, websites, promotions, fulfillment, customer service, all handled...”
   — Dr. Jason Deutsch [00:57]

4. Pitfalls in E-commerce for Chiropractors

Dr. Jeff Langmid identifies two major pitfalls that can derail chiropractors' e-commerce efforts:

1. Limited Product Selection: Relying solely on a specific supplement company's store restricts the range of products available, hindering the ability to offer a curated selection aligned with the chiropractor’s recommendations.

   “It's very limited, typically, to only those supplements because it's through a specific company. So your access to really sell your favorite things is not true.”
   — Dr. Jeff Langmid [08:54]

2. Lack of Effective Marketing: Possessing a functional store without a robust marketing strategy fails to attract traffic and generate sales. The importance of integrating marketing efforts to drive consistent traffic is emphasized.

   “You have the availability to have your favorite things, but you have the systems and processes that drive consistent traffic to them, which ultimately equals purchases.”
   — Dr. Jeff Langmid [08:54]

5. The Importance of Marketing and Promotion

Dr. Jason Deutsch elaborates on the critical role of marketing in the success of an e-commerce store. He differentiates between merely selling products and genuinely serving patients by providing valuable recommendations. Key points include:

• Content and Consistency: Maintaining regular, high-quality communications to engage and inform patients without overwhelming them.

  “It's about the psychology of promotion and doing actual promotions with the technology, with the done for you campaigns.”
  — Dr. Jason Deutsch [10:31]

• Serving vs. Selling: Transitioning from a traditional sales mindset to a service-oriented approach where promotions feel like educational content rather than pushy sales tactics.

  “It's the difference between serving and selling. [...] You can stay in the sense of feeling like, I'm just teaching people, I'm just serving them...”
  — Dr. Jason Deutsch [10:31]

6. Leveraging Trust and Influence

Dr. Jeff Langmid and Dr. Deutsch discuss how chiropractors can utilize their influence and the trust established with their patients to promote products ethically and effectively. By recommending personally vetted products, chiropractors can enhance their brand and provide additional value to their patients.

“Being able to sort of, almost extend your brand again beyond this doesn't take away from anything of the importance of the hands on care that you deliver. I’m gonna say it emphasizes that...”
— Dr. Jeff Langmid [17:13]

“It is having somebody who you trust to drive you to the products you should get.”
— Dr. Jason Deutsch [10:31]

7. Action Steps for Chiropractors

In closing, Dr. Jason Deutsch provides actionable steps for chiropractors interested in launching their e-commerce stores:

1. Identify Essential Products: Create a list of top health-related products you would personally use or recommend, simulating a scenario like being interviewed for a lifestyle feature.

   “Pretend you're being interviewed for GQ or Women's Daily... what are the 20 essential products that you would take on a deserted island...”
   — Dr. Jason Deutsch [21:50]

2. Gather Patient Feedback: Engage with your patients to assess their interest in purchasing recommended products through your practice. This can provide valuable insights and validate the demand.

   “Ask them their opinion. Would you think that there's value if I shared with you my favorite things and actually had a store where you could buy them at a really good price?”
   — Dr. Jason Deutsch [21:50]

3. Evaluate Implementation Options: Consider the risks and benefits of DIY approaches versus leveraging the Smart Chiropractor’s done-for-you e-commerce solution to ensure a streamlined and effective setup.

   “There is a lot of risk in trying to do it yourself. And there's a substantial risk in paying people to do a particular task that doesn't really understand the complete process.”
   — Dr. Jason Deutsch [21:50]

8. Conclusion and Next Steps

Dr. Jeff Langmid encourages listeners to utilize the Smart Chiropractor’s resources and emphasizes the seamless integration of their e-commerce solutions with chiropractic practices.

“If you are serious about it, you want to get up and running quickly and have the best results. And we're going to encourage you to check out our Smart Care stores...”
— Dr. Jeff Langmid [26:02]

The episode concludes with a preview of upcoming seasons and an invitation for listeners to engage with the Smart Chiropractor community for further support and resources.

Notable Quote Highlights:

• Dr. Jason Deutsch [00:57]: “You can go do it yourself. The other is there are different types of websites, one of them being Upwork. The third option is us.”

• Dr. Jeff Langmid [08:54]: “If you have a store, but do you have the marketing and the promotion arm to get at people across the finish line?”

• Dr. Jason Deutsch [10:31]: “It's about the psychology of promotion and doing actual promotions with the technology, with the done for you campaigns.”

• Dr. Jeff Langmid [17:13]: “You can recommend your favorite things to the individuals who have built a relationship with you. I can't think of anything better.”

This episode serves as a crucial guide for chiropractors aiming to enhance their practice's financial health through strategic e-commerce initiatives. By addressing common challenges and presenting clear solutions, Dr. Langmid and Dr. Deutsch provide a roadmap for sustainable business growth and improved patient engagement.