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March 17, 2024

From Big Pharma to Chiropractic Marketing with Uli Iserloh – Chiro Hustle Podcast 544

Uli Iserloh is one of the leading marketing minds in the integrative and functional medicine space – advising many of today’s leaders on strategy and tech implementation.
Uli’s patient attraction strategies are responsible for millions of dollars in revenue and have generated tens of thousands of patient leads, including multi-million dollar online summits.
After 10 years in the pharmaceutical industry, he founded Big Boost Marketing, an award-winning digital marketing agency providing strategy, implementation, and ad management for health and wellness professionals.

TRANSCRIPT

JAMES CHESTER (HOST):  You made it to Chiro Hustle! Sit back and learn from the greatest influencers in the profession on the world’s number one chiropractic podcast. Before we dive into this powerful episode, please remember to subscribe to our channels and give us a 5-star rating on iTunes to continue hustling.

This episode is sponsored by the Transact Card, a line life, Brain-based health solutions, Chiro HD, Imaging Services, Chiro Health USA, Chiro Moguls, Pure Chiro Notes, Titronics, Sherman College of Chiropractic, New Patients in a Box, Life Chiropractic College West, Pro Hockey Chiros, Pro Baseball Chiros, the IFCO, and 100% Chiropractic. Let’s hustle!

LUKE MILLETT (PRODUCER):  Hey guys, welcome to episode 544 of the Chiro Hustle Podcast. I’m your producer, Luke Millet, and here’s your host, James Chester.

JAMES CHESTER (HOST):  So today we have the opportunity of interviewing Uli Iserloh, and if you want to hear about how he came from the pharmaceutical industry to teach you marketing to chiropractors, stay tuned. Welcome back. This is another episode of the Chiro Hustle Podcast. Today is 544. I’m really excited for this episode. We’ve been trying to get Uli on with us for several months now. We finally clicked it. So today he is on Chiro Hustle. Welcome, welcome, welcome. Before we get Uli Iserloh on and talk about his story about systems and marketing and doing things to restore function to your practice, we’re going to open up and let you guys know our big why. Why do we do what we do? A lot of people are really curious, and I’ve been asked a lot of times, like, why have you dedicated so much time and interest to this profession? Well, I think a lot of it goes back to my journalistic background, and I think that freedom of speech really mattered for me my whole life. And I said, well, if I can create something to keep integrity within Chiro practice that promotes First Amendment freedom of speech, I nailed it. And then I started to go down a little bit further, and I was like, well, what else matters? Well, medical freedom. And I know we’re going to talk about that choice today. And family health freedom. And I know that that resonates with our audience too. And if it doesn’t, it should. And they’re not the same thing. And then I got a little bit more like deep in it. I’m like, well, philosophy, what matters? Well, in Chiro practice, what matters most, I believe, is protecting the sacred trust and not steering and not going down a path that doesn’t promote that method of protection of integrity within philosophy. And that got me down a little bit further. I’m like, well, what else is there? Well, subluxation is something that sometimes misconstrued, and a lot of the universities are actually removing it from their lexicon. I’m like, well, I want this show to get onto the campuses of these universities to where they can never remove it. So I just keep pushing and pushing. I’m like, well, what else really matters? Well, innate intelligence really matters. And so does universal intelligence. And that’s like the premise of the adjustment. When someone gets adjusted by a chiropractor, it connects the physical with that adjustment to the spiritual, which is innate and universal intelligence. And that’s when the power of chiropractor really works. So that is the intro. And this is episode 544. Oohly. Welcome.

ULI ISERLOH (GUEST):  Well, thanks for having me on the show, James. As you said, it’s been a while to sync up our calendars. You were on our podcast a couple months ago. So I really enjoy the opportunity to connect with your audience now.

JAMES CHESTER (HOST):  Yeah, you know, I think it’s to me, it’s the ultimate form of producing is to be able to host someone else that is doing great things and to talk to them about their soul genius. How activates them, what motivates them, what excites them to do what they do. And we share similar hats when it comes to marketing. You know, I believe I come from a bit more old school boots on the ground style, but you come from like the digital world, which everybody’s mesmerized by. You know, I think that if you go walk around anywhere, you will not see less than seven out of 10 people that are on their device scrolling. If they’re not actually doing something where they’re driving and they’re still doing it then, but people are like addicted to this thing. And I think that you can talk to us today about marketing and systems and ways to make that turn into customers, that to come into new patients, that to turn into clients. So I’m really excited to take a deep dive into your genius of why you do what you do and how you got there. So let’s just take people back a little few chapters back and talk to us about how you got into digital marketing.

ULI ISERLOH (GUEST):  Yeah, actually, just like you, you know, I have actually a medical background and, you know, this started in Germany. I have, you know, went to school for chemistry, got a PhD at the University of Pittsburgh in the US, worked for 10 years in the pharmaceutical industry, working specifically on Alzheimer’s research. I’m pretty much familiar with pharmacology and the farmer way of doing things that there’s a pill for every ill. And there’s certainly spaces in time when that is the best and fastest approach. But when it comes to chronic complex conditions, things like diabetes, things that are brought on by lifestyle, then, you know, then there’s other interventions that are needed. And so, you know, about 12 years ago, I sort of saw the writing on the wall. I had to really leave a big farmer and I always call it. It’s like you work for the empire and then you join the rebellion and yes, much smaller, much harder fight. But ultimately, you’re going to fight the good fight and you know you’re on the right side of history that there’s a place for integrative functional chiropractic naturopathic medicine that works in conjunction with maybe the more conventional side of medicine. And so, ultimately, in that transition, finding functional medicine, I went into marketing, you know, that was one of my passions. So, where else do you have a marketing agency owned by a former pharmacologist, PhD chemist that understands probably how the physiology works way better than most practitioners and is able to translate this into language that consumers can understand?

JAMES CHESTER (HOST):  Well, I think people are starting to wake up and they’re requesting, well, what does my blood look like? They’re requesting, what does number two look like? They’re requesting, what does my spit look like? They’re requesting, what does my hair follicle look like? People are waking up. They want to know what their DNA says. They want to know what their ancestors, where they came from. They want to know why they have this thing that they have. They want to know why they have the stuff and they’re like, well, what you guys just did over the past three years was a big experiment on me and I don’t know if I trust you guys anymore. So, people, once again, they’re waking up and they’re saying, who can I go find that can help me? That’s not going to force the stuff on me and make me feel ostracized if I don’t do it. Like, who’s going to make me feel welcome? Who’s going to really give me service and provide care to me? And people want to know that and they’re going to go to their Pilates studio and they’re going to ask, hey, who do you go to? And they’re going to go to their juice bar. Hey, who do you go to? And they’re going to show up at their kids’ soccer games. They’re going to be like, hey, who do you go to? So really, it’s the referral way of people seeking out, but now we have to go to their digital device. Yeah. And I know that that’s where you’ve keyed in on this because people are there looking, hey, who am I going to go to?

ULI ISERLOH (GUEST):  Exactly. And so the big part there is I’ll see anytime when you move from brick and mortar and face to face, let’s say you have a dinner with a dog or luncheon learns and you have a community event where people can interact with you, they can see your passion. It is very easy to confer that trust onto the consumer that they feel, okay, this sounds like the right person I want to work with. Now when we’re moving online and especially if we’re expanding from just a local 10 mile radius around your brick and mortar clinic to, let’s say, the entire state as of see after COVID, a lot of practitioners realize, well, I’m licensed in the state of Pennsylvania, I could actually work with anybody in the state of Pennsylvania. How can I create more virtual versions of care delivery beyond just adjustments and manual care? And so that actually then creates the next problem. How do I create trust when you’re on one side of the state and you work with somebody on the other side of the state? But before I get there, I actually want to go back to something that you say before, you know, obviously when we’re working with our audience, it’s good when people want to die why the health if they are curious. But I also would say when people are in a health crisis, that’s maybe not the right time to try DIY only, right? So if you have Hashimoto’s, you’re not going to DIY you way out of Hashimoto’s. And I think the thing that practitioners have to recognize is that, you know, we want to go after the solution seekers that ask, who do I work with? As you said, you know, who are you seeing who you’re working with versus how do I solve this problem my own? So my advice is always the people that are information seekers, the tire kickers, you know, how do we get them to actually ask who, not how, because frankly, when you have a health crisis, you may have to work with the right person to help you with that.

JAMES CHESTER (HOST):  Well, I wrote this down two days ago, and it says the one thing that will motivate people the most is a health scare. If you really want to meet somebody and get to know them really fast, find out how needy they are and let them need somebody’s services. Like when somebody has a hot disk in their back and they don’t feel good and they can’t walk, bro, they get really curious about where do I go to get this fixed? And then they become, you know, that person that they go for the why. Like why should I be here going on? Exactly. And I think that that’s the motivator of this early part of our conversation is moving people to action. And it doesn’t just take a health scare, but sometimes people are just looking for quality of life and they’re looking for a solution and somebody that they can like actually trust and bond with.

ULI ISERLOH (GUEST):  Yeah, it’s interesting. A few years back, Tom blew the chief scientific or chief strategy officer off the Institute for Functional Medicine, did a private study and he ranked the top 15 conditions based on the propensity of a consumer or patient initiating care. At the bottom of the list, number 14 to 15 diabetes and high blood pressure. Why there’s a lot of conventional drugs out there. There’s a lot of pharma advertising out there and people perceive this is the option that you go for in that arena. Now what’s at the top of the list, things like long haul COVID, you know, I know two years ago I was fine. Now I’m not fine. These folks are motivated to seek care. Lupus, BHRT, hormonal imbalances, IBS, you know, things that have, you know, just like in chiropractic, you have a hot disk, you have back issues that will definitely motivate you to take action now and not later.

JAMES CHESTER (HOST):  I’ve never met anybody more motivated to get better than somebody that had a sore back.

ULI ISERLOH (GUEST):  Of course, yeah.

JAMES CHESTER (HOST):  Pain’s a hell of a motivator. But also lifestyle conditions that are managed through pharmacology have a whole lot different belief system that people have. They don’t think that they can just get healthier on their own. Like I can’t just like start eating right and drinking a gallon of water and working out twice a day and quit the sugar and go to bed at 9.30 p.m. and sleep for eight hours. Like they don’t think that that’s the solution. They’ve been, they’ve been hook line and sinker to think that the only thing that they can do is a pill, a potion or a lotion.

ULI ISERLOH (GUEST):  Yep. And so in our approach when we work with practitioners, you know, the number one advice I give them is like, listen, you got to have systems in place that predictably turn prospects into patients and we call it the P2P system. But ultimately, it’s a lot about pre-education and untangling those belief system that you just mentioned, James, the fact that, you know, people believe there’s either a pill, a potion or a lotion that helps that fix them. And that is outside of them to change that. So we need to undo this and saying, listen, you know, for a lot of lifestyle-induced diseases, it’s not that simple. You know, you look at Alzheimer’s. This was one of the reasons when I researched it. There was this dude called Dale Bredesen in 2004 that says, hey, we can do lifestyle changes to help with Alzheimer’s. And my peers in the pharmaceutical industry said, ah, we’re going to be smarter. We’re going to create a pill. And it turns out a couple hundred million dollars later and another 12 years, everyone threw in the towel because Alzheimer’s disease is very complex. And you know, you can’t just have one pill to fix, you know, 20, 30 different problems. So I think it’s this pre-education part that’s so critical.

JAMES CHESTER (HOST):  Well, I mean, I’m just going to go on a different little path here. It’s like saying that a kid’s bad because of their behavior. And it’s not true. The kids, the kids not acting right because he doesn’t know how to solve the issue that’s going on inside of them. And it’s the same thing for the industry. They’re not bad. They’re just throwing a bunch of money at a problem that they could do more easily with diet and exercise and conventional wisdom. And I think that it is really good when like there’s some life saving, like interventions. But like, if I come up ill, the last place I’m going is a big box medicines facility. The last place I’m going is any of those places. That’s where people go to dive in. And I’m going to the person that will like do my labs, that will talk to me, that will do motion palpation on me, that will have the whole array of all the homeopathic things under the sun and lease some vase of first. Like, and I’ll throw all my money to those people because they’re vested in my interest of actually recovering. And the other side of it is they’re interested in vested in interest of long term consumers. And I think that that’s really where we have like this East Coast, West Coast, like division is where we’re at with you guys are wrong. No, you’re wrong. And, you know, I think there’s room for everybody, but we have to be reasonable about the outcome we’re looking for.

ULI ISERLOH (GUEST):  And so obviously a big part on the side of the consumers, obviously for certain things like back pain, there’s an obvious, you have back pain, you go to chiropractor. If you have dental pain, you go to a dentist. It’s like very procedure driven. Now when we’re looking a little bit more outside this and integrated in functional medicine, it’s maybe less clear that you have a set of symptoms. How do you figure out who do you go to? And so this is the gap where consumers don’t know enough about that ecosystem, integrated functional naturopathic medicine to know who to turn to. And this is why I feel when it comes to marketing your practice and you want to branch out, let’s say as a chiropractor that, you know, if you want to go more into the lifestyle arena, you have programs and that to help people with nutrition, your messaging and, you know, your marketing out there, the first place where to help people to start is with paid ads because paid ads allow you to reach exactly the people. You don’t have to deal with the social media hamster wheel and keep posting, hoping that the right people see it. And in today’s world, that means reels, you know, create 30 to 60 second reel, put it on Facebook, Instagram, TikTok, put some money behind it and become the go to expert in your local area.

JAMES CHESTER (HOST):  Yeah, I, as you know, from our past interview, I love local. And I think that the closer you can get to the pulse of your community, the better. But like I said in our opener, everybody is addicted to tech. You know, I think it’s really strange when you don’t see somebody at the phone these days. Yeah. So so you know the algorithms, you know, the, the, I guess, distance fencing that you’ll put around a campaign. And you can basically call in your ideal client by almost name, based on your, your system.

ULI ISERLOH (GUEST):  Yep. And I think a lot of practitioners that have never run ads, their first objection is typically like, well, I’ve never run ads. You know, this sounds like an easy way to lose your shirt. And I would agree, if you don’t have two systems in place to trek and to end, where does my ad money go? And how did it actually turn into paying clients? Then you should probably not start with ads. You know, you have to have that system in place. And that’s really three things or four things. Number one, you know, how do people opt in? How do you collect their information? And typically in today’s world, we’re collecting not only first name, last name and email, but we’re collecting their cell phone numbers because study have shown people love to receive important information via text. So you have to be careful how much you do with this. But just like somebody wants to reconfirm an appointment or just text somebody some questions versus getting on the phone, texting has a 98% open rate. And what I love is still, yeah, and what I love even more importantly, people will look at the text message within the next 10 to 15 minutes as compared to email, where we have an average of 15 to 20% open rate. And people will look at it in three to four days. And so there’s an immediate five X differential in exposure. But also the reason see that the people that text, they see this stuff in 10 minutes, they make the next move and we’re in business, we’re talking versus email. Nobody starts conversation with email. And so I think the system is so important to have text message marketing in place.

JAMES CHESTER (HOST):  You made the Chiro Hustle Podcast where we get to sit back and learn from the greatest influencers in the profession on the world’s number one chiropractic podcast. Please remember to subscribe to our channels and give us a 5-star rating on iTunes to continue hustling.

This episode is sponsored by the Transact Card, a line life, Brain-based health solutions, Chiro HD, Imaging Services, Chiro Health USA, Chiro Moguls, Pure Chiro Notes, Titronics, Sherman College of Chiropractic, New Patients in a Box, Life Chiropractic College West, Pro Hockey Chiros, Pro Baseball Chiros, the IFCO, and 100% Chiropractic. Let’s hustle!

JAMES CHESTER (HOST):  Well, it’s like, for instance, if a practitioner wanted to go and build business relationships, they typically don’t do that through Facebook. They build business relationships through LinkedIn. So you have to go and shop at the right stores for what you’re looking for too. Like, you know, I think that that’s being clear. And I know that’s one of the things that really had me excited about talking to you is like clarity. Like when somebody comes to you, let’s just say they’ve tried three to four agencies. They spent $10,000 at each of them. And they’re like, I don’t trust marketing. I’ve tried it before. Boo hoo, boo hoo. And they want to like make you the same as every other person out there. How do you object that?

ULI ISERLOH (GUEST):  Yeah. It’s unfortunately too common. And in working with over a thousand practitioners over the last 10 years, what I’ve come to realize is people want to be led. They want the one-on-one strategic guidance and they want implementation. And so oftentimes what you see is you’re hiring agency just for the first step. Run my Facebook ads or Google ads and get me leads. Now you don’t want leads. You want booked calls, right? You would new first appointments, you know, maybe for your patient special. So ultimately you need an agency that is doing both the ad side as well as the whole funnel optimization. How do people opt in? Is that the best lead magnet? What’s the messaging? Are people actually scheduling? What’s the system for calling people back following up with people that don’t schedule on their own? And ultimately report on the ROI site. Here’s how much you spent on Facebook for quiz, Facebook for lead magnets, Google for this. And ultimately what is the time that it took from an opt-in to go to a discovery call or first appointment? And then became a patient. And ultimately what was the lifetime value over that first six or 12 months that that patient generated? Now there’s a lot of stuff that needs to be tracked and it’s virtually impossible if you have multiple systems duct tape together. So people use click funnels, active campaign, kelently, God knows what. And you know, on average people have six to seven software is paying $100 each. And I said, listen, you got to simplify this. One system HIPAA compliant, less than $200 a month, has all the capabilities you need, makes your front desk work a lot easier. And let’s say if you had 15 minutes a day to follow up with people, I can’t be spending 15 minutes trying to figure out who to call. I have to spend that time on actually calling people. So the software has to be a patient pipeline that tells you here’s the people that booked by didn’t show, here’s the people that canceled and didn’t rebook, just the people that were on a report of finding but didn’t initiate care. And I need to call them back. It’s that kind of tech, knowledge, and visibility that’s really missing, that makes these folks saying, well, my previous agency didn’t do a good job. And just to give you an example, we worked with somebody diabetic neuropathy. And you know, they were spending $25,000 a month on Google and Facebook ads. And we came in and we looked at the keywords and it’s like, listen, these keywords are not solution seeking buyers. These are generic terms, you’re blowing your ad money on this, why you’re doing this. And then your opt-ins are shitty and you’re not tracking things. And so this is not going to work. And so we essentially cut the ad budget by half still get the same amount of leads. We’re not tracking everything and they can see this lead magnet is driving more patients. This lead magnet is generating the cheapest leads. But sometimes the cheapest leads is not what you want. You want essentially the cheapest discovery call and the cheapest cost per acquisition for a

JAMES CHESTER (HOST):  patient. You nailed it. You know, I, when I was a kid, I grew up playing Nintendo. I’m sure there’s a lot of people out there that would be like, yeah, I played Nintendo like Mike Tyson’s punch out or like, what is it, Contra or Zelda? Like those old games. But there was one game in particular that I really liked because I could run the same play over and over. And that was a tech mobile. I could hand the ball off to the fastest running back whether it’s Bo Jackson or Thurman Thomas or Eric Dickerson or OJ Simpson even I would hand the ball off and I would run the same play. And I would score every time like I could score 120 points on a football game. And you know, I figured out those codes that I could just like put one play we’re gone. One play we’re done. One play we’re done. And every once in a while, I’d, you know, throw off the algorithm and I’d throw a pass or I’d run the ball myself and I wouldn’t hand it off. But you could really like, if you do one play the right way every time, you can expect a certain outcome. And I do think that that’s a similar like, um, resonance with doing this marketing for like functional medicine and

ULI ISERLOH (GUEST):  chiropractors. I think, um, I certainly think so, you know, one of the things is when I say, you know, without a social media hamster wheel, people think I need to be blogging. I need to do a reels. I need to be on TikTok. I need to do a podcast. I need to do the summit. I need to do the local health fair. I need to do dinners with a dog. I need to do this. And there’s so much stuff and it’s so freaking overwhelming. And I said, all of these things can work. But what’s the simplest way that generates reliable results? You know, if you have to only do four things and you can automate most of those four things, wouldn’t you want to do this and have the peace of mind and the knowledge that there’s predictability and scalability? Why don’t you start there and, you know, park the podcast and all these other activities, uh, for later and make sure you have at least that system in place.

JAMES CHESTER (HOST):  Yeah, I think creating expert marketers is probably one of the hardest things to do within like a private practice. Like there’s very, very, very few people I’ve ever met that manage all their stuff in house and actually do a good job and didn’t hire like the top of the line consultant to like implement the strategy and build the framework and system for them to just plug, plug, plug and have their inner office staff manage it all. Like I’ve seen that and I’ve seen people doing really well with that. I’ve seen people that’s like, Hey, I hired this person or this, this team to implement this thing and we do all of it now. If I ever need to like connect with them, I hit the red button and they help me occasionally. So I’ve seen that type of system too. But let’s talk a little bit more outside the box of like our zone of genius, which is digital format. Let’s talk a little bit about how people can grow an office organically too, without relying on social media solely.

ULI ISERLOH (GUEST):  Yeah, I think, you know, ultimately, once you have that initial funnel in place that turns prospect into a patient. So leap magnet, educational nurture sequence, maybe a signature talk on autopilot, the discovery called booking link or whatever the first appointment is. Then obviously, my goal would be, you know, leverage certain tactics on it. So again, ads are higher on my list. You know, I would probably tap into reels, again, all social media. And then really think about what can I do with patient reactivation? Because at ultimately, it’s a lot easier to reactivate an existing patient that already has given you money or use that existing patient base to evangelize to their friends. And so really focusing on that reactivation aspect that, you know, could maybe use elements of social media, but it is inherently leveraging the network that you have already built. And I include other allied health practitioners in that as well. So referral marketing, partnering up with other professionals falls into that same category. But the fundamental thing to recognize is the most expensive thing in marketing is acquiring a new lead. And so if you already have a bunch of patients in their database, you don’t have to give Mark Zuckerberg more money, you can just run an email or SMS campaign to that old list and get more of these people come into the office or reach out to those people to get their friends into the office. And again, that costs you zero advertising dollars and yet, you know, again, you tap into a warm audience.

JAMES CHESTER (HOST):  I’m curious, because I think a lot of people are going to listen to this all the way through. And I’m just really curious, how frequently should you reactivate an old list?

ULI ISERLOH (GUEST):  So I think it should be an evergreen system that you’re not just like trying to reactivate leads to that three years old. So I would say, you know, every three to six months, put something out there oftentimes, there should be thoughts in there. What is the offer or that would get people actually from, you know, sitting on the list and not doing anything to getting back into the office, you probably know something about your past clients already, you know what their purchase before. So you can probably guesstimate and segment your list saying, yeah, that group is not going to resonate with this one. So how can I make this as sexy as I can

JAMES CHESTER (HOST):  to bring them people bring people into it? Yeah, I mean, I think you’re right. And I think that if people had an ongoing nurturing campaign for reactivation, they would be a lot better average of growth. I think a lot of times people treat a reactivation campaign like a Super Bowl. Like, oh gosh, we’re going to like do this thing. We’re going to rekindle all these relationships. And we’re going to hit our list three times in one week. And we’re going to get all this growth. And then I think that it’s an effective strategy. But then there’s no long term saying, hey, we’re actually going to commit to this. And we’re going to do this every 90 days. And we’re going to commit to this. And we’re going to do this every 90 days after that into perpetuity. And maybe people got busy and they lost track. And they feel a little guilt or shame for losing track and falling off care. Well, I think if you nurture that campaign as a reactivation campaign, you’re going to build that bond greater through your consistency rather than pushing people away and making them feel unwelcome by not connecting with them ever. And I think the SMS is a good way for that. And people are like, darn, I missed three visits. They messaged me back. I ghosted them. But really, I know I need to go back there. Yeah. And the way we orchestrated is obviously

ULI ISERLOH (GUEST):  once you’re opting in, you are on a 10 day nurture sequence to get you into that first appointment. And then we move people if they don’t respond into a 30 email, you know, over 120 day system. So I have the first four months covered an autopilot. And after the end of the four month, I moved them back to the beginning of the email sequence. So they get emails forever for me, 30 different emails around that topic. Now then, you know, we have some clients, let’s say in the aesthetic space, they’re running a monthly, you know, beauty special. So they get a text message, hey, Botox, this much off come into the office. So they do it every 30 day that they have one text message a month. And people know this is really what I want. I may not need Botox this month, but maybe next month, etc. And they’re obviously very, you know, Jupiter, microneedling, what have you, anything else that your practice is selling and rotate through the offers. And again, if you don’t abuse this, and you send them, Hey, here’s the monthly special. You’re not really pushing hard and making people feel bad. It’s like, Hey, if you want this, you know, summer is around the corner. If you need this, you know, we’re here. And you know, you generate a consistent stream. And obviously, only do SMS marketing for people that have really opted in. So typically, we love people to first, when we have a list that we reactivate, we first try to get them to opt in for lead magnet to recollect that consent for email text message and voicemail marketing, so that we’re protected. But then once we have that consent locked, then, you know, every 30 day, people could get an offering email to come back into the office. And you know, again, this is where you leverage SMS with 90% 8% open rate instant visibility. People just hit to have a few button. You don’t have to write lengthy email. It is really very, very efficient. It’s the best thing I love.

JAMES CHESTER (HOST):  So I got two questions. And then I think we should wrap things up. But first things I’ll tell everybody is hit your old files consistently. Like every chiropractor, you’re going to go look into either your digital or your film room. And you can go through like every file that you’ve ever taken an x ray on. And it’ll probably like make your eyes bleed. You’ll be like, Oh gosh, look at all these old files. Or you can go to like, you know, your digital folders of every x ray you’ve ever taken, you’re like, Oh gosh. And then you think about your your patient volume that you’ve seen that week. And you put them next to each other. And it’s like 12,000 patient files or 150 or 200 patient visits. So like you’re saying, the money is in the old files. But you have to go about the right way and reconnect those relationships the right way in order to take people through the next phase of recommitting to you. Yeah. So best ways for people to understand marketing quickly, how would you say the best way for people to connect with you? And to start learning from your systems, the way you do your tracking, and the way that you teach people to

ULI ISERLOH (GUEST):  have the flow of your process. Yeah, we have lots of great resources on our website at bigboost.marketing. And I’m sure James, you put this in the show notes. So we have lots of lead magnets there to teach you, we have master classes. So it’s your one stop. Starting point for everything, we talk about how to build the perfect patient magnet. We talk about selling transformational care. So we talk really about the business model. And again, as we said in the beginning, what makes us unique as an agency that we do one in one consulting to really get to the bottom of what makes your practice work, what is broken, what do we need to fix. And then implementation, not just on the Facebook ad site, Google ads, but also with the system, with the copywriting, with the video production, etc. So that it is really chunky for you with we do 90% of the work, you do the 10% of the work that we can’t. So what’s the link again? A big boost dot marketing.

JAMES CHESTER (HOST):  I got one more question for you. Should go for it. So you’re doing a good job. Campaigns going well. Office gets a lead, two leads, three leads that are just real stinkers. And they’re complainers, they make a bad review. They do something to just go against the grain of the momentum with the campaign. And they start clunking things up a little bit. How do you

ULI ISERLOH (GUEST):  troubleshoot that? Yeah, first of all, it’s, you know, identifying it as soon as possible. So you can’t find it, find out from third party. So your system need to flag these people and unearth it. So if you get, for instance, a bad review, the system needs to notify you, hey, here’s the review. Here’s how you dispute it. Here’s how you respond it. Again, even if you get a good review, you should know this right away too, because it’s shown that practice owner that responds and thank people for their reviews, encourage that behavior, making other people that are supposed to leave a review, more comfortable doing it. So we then take what’s known, you know, just like in functional medicine, where is the broken link? What’s not working? You know, what can we know from the analytics? Where did they come from? Did they come from Facebook, from Google? What was the source? What did they experience? Obviously, we’re big fans of segmenting. So whenever people opt in for lead magnet, we have a survey right after it’s like, Hey, what’s your biggest obstacle? How long have you had this? So I can already tell and pre screen, what is this person looking for helping me reaching out and personalize my marketing? And so again, there’s something said to review, but ultimately it’s like backtracking. Here’s the three people that clunked up the system. Let me see what’s common about them. What can I learn about their past history? And again, this is why it’s so important to have an all in one system where you can see where did they come in from? When did they come in from? What have their board? Where they have their watch? What emails have to set? So everything is in one place, all the way to booking that initial appointment. So you can track end to end where things went off the rails. Yeah, I think it’s really important.

JAMES CHESTER (HOST):  Sometimes we have to ask the tough questions. Oli, thanks for being on with us. Episode 544, big boost marketing. Go check them out. If you guys are looking for somebody that’s an expert in the functional medicine marketing arena, I call blueprint medicine, check them out. Let them earn your business deal in fashion way by the one on one services he provides. Thanks for being

ULI ISERLOH (GUEST):  our guest. Thanks for having me, James. And a lot of had a great time. And thanks for all the work that you do really admire what you do with carol hustle. Again, you’ve come up on your six year anniversary. So thanks for being so consistent. Yeah, you know, that’s the major player in the

JAMES CHESTER (HOST):  whole thing is we have to go into our zone of genius and we have to follow something that works for us. And if we get lucky enough, we find something that we enjoy doing along the way. And that’s really what we’ve done over here at hustle. So I’m going to close out, tell everybody, you’re just one story way. Keep hustling. I’ll see you guys on the next episode. Well, we have a great night. Okay. Thank you. All right. Bye for now.

JAMES CHESTER (HOST):  Thank you for listening to the Chiro Hustle Podcast where we get to sit back and learn from the greatest influencers in the profession on the world’s number one chiropractic podcast. Please remember to subscribe to our channels and give us a 5-star rating on iTunes to continue hustling.

This episode is sponsored by the Transact Card, a line life, Brain-based health solutions, Chiro HD, Imaging Services, Chiro Health USA, Chiro Moguls, Pure Chiro Notes, Titronics, Sherman College of Chiropractic, New Patients in a Box, Life Chiropractic College West, Pro Hockey Chiros, Pro Baseball Chiros, the IFCO, and 100% Chiropractic. Let’s hustle!

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