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The “Perfect Formula” to Attract Quality Prospects



Thank you for taking the time to stop by and say hello and spend a few minutes with me to learn about how to grow your practice. So today we’re going to talk about an acupuncturist formula to growing your practice online. And the main thing that we’re going to be talking about is how to get found.

Click here to download the transcript.

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.  Due to the unique language of acupuncture, there will be errors, so we suggest you watch the video while reading the transcript.

Hi folks, Jeffrey Grossman here from Acupuncture, MediaWorks, Accu Downloads, and Accu Perfect Websites. Thank you yet again for the American Acupuncture Council for inviting me here to share with you more information and insights on building your practice, bringing in new patients and all things relating to marketing and growing and building more sustainability.

For your acupuncture practice. Thank you for taking the time to stop by and say hello and spend a few minutes with me to learn about how to grow your practice. So today we’re going to talk about an acupuncturist formula to growing your practice online. And the main thing that we’re going to be talking about is how to get found.

How to be seen and how to promote your website. So for those of you that don’t know me again, my name is Jeffrey Grossman. I’ve been helping acupunctures market their practice for two decades now. And I’ve been helping thousands of practitioners over the years to tap into marketing and business skills.

I started multiple companies. I started multiple practices and I’m I’ve taught at a bunch of acupuncture schools. So I’ve got some information that I’ve learned over the years that I’m here to share with you today. First thing that’s really important when I teach my practice management class to the students is to really learn to identify who your ideal patient is.

And this is an important piece that is often overlooked in marketing, but most companies, especially larger companies really take a lot of time by identify who their ideal patient. Or customer is, and it’s important as an acupuncturist to really get clear with this. And I know your guys might be thinking, I should know why, I’m treating everybody and, I’m I’m a general practitioner and everybody is my ideal patient while that is true.

It’s also not so true because when you have a communication strategy, That is focused on a particular type of person. Then you can focus your messaging. You can focus your marketing, you can focus your, the way your website is built and all of your marketing collateral, like your brochures on what it is that you’re trying to communicate to that specific person.

So let’s say for instance, you are. You treat a lot of fertility or a lot of migraine, or even do some sports acupuncture. Now your ideal patient is going to be different across each of those different topics. You’re going to be communicating differently to somebody who is looking to start a family or become more fertile versus somebody who is looking to when their next.

So identifying your ideal patient is an important part of how you develop your communication and marketing strategies. So that allows you to identify what blog posts you put out there, or what videos you create or what kind of lead magnets that you’ll be putting out there to attract your ideal client.

And. The important things to know are who are they? What values do they have in common? What groups do they move in? Where, what clubs are they part of? What books do they read? What do they do in their spare time? Where do they go? Where do they hang out? And what, this all gives you insights into where you can reach that ideal patient of yours.

And one of the places to start. Identifying potentially what your specialty might be. And when you, once you do that, it’s identifying who those. Ideal patients that you’re currently working wish with in that specialty, like your AA patients is what I like to call them. And your eight patients are the patients that you love.

And when you see them on your schedule, your energy raises and you feel really good and really excited to, to see them and you have a good rapport and a good resonance with them. And that’s an important piece of that relationship as opposed to. See patients which when you see them on your schedule, your energy goes down a little bit and you feel a little challenged that you’re like, oh gosh, okay.

I can muster up the energy to go through this. So once you identify who your a patient is, and if you have a particular specialty, that is where you start wrapping your head around. Identifying those concepts for that and identifying your ideal patient flows into this next part of creating your core message.

Now, a couple of weeks ago, I held a an extensive weekend workshop on creating your core message, because I feel like this is a. Incredibly important piece for acupuncturists to properly communicate to their audience, to the community, to their prospects, to their patients. And also once you identify your core message, that becomes part of all of your website, all of your literature, all of your marketing tools and strategy.

When there’s three steps to identifying and getting clear on what your core message is. Okay. And your core message. The first thing is what problems do your patients experience? Okay. So what are they coming to see you for? And also what problems do they have that. Keeping them awake at night, maybe fit, physically and litter too, literally, but also emotionally.

Okay. What are what problems do your patients experience am? What can you. Offer them that is unique to you and your practice. And then the third part of this is what will their life look like afterwards? Okay. So I know this might sound a little a little simplistic, but once you identify who, what, what your core message is, it becomes part of all of your communication strategies.

So if I were to ask you right now, what problems do you solve and how do you solve them and what do your patients’ lives look like afterwards? What are they able to do that they weren’t able to do? What would you tell. What would you say? And, I’d love to know that if you’re watching this video, if you do have a core message as to what problems you help with and how your unique practice helps them overcome them and what their life looks like afterwards, please put it in the chat box.

I’d love to see that I’ll respond to some of those answers and give you some thoughts about that. So here’s a couple ideas that you might want to work. So the main problem is that too many people struggle with pain and injuries. And we provide effective treatment that always allows you to perform well in life sports and work with elbow pills, surgery, and high costs.

So the first part of that is identifying the problem, which is too many people struggle with. And injuries, right? What’s unique about your practice is that you offer effective treatment that allows people to perform well in life sports and work, and their life looks different afterwards because they can do it without pills, surgery, and high costs.

Now, this is a generic core message that any acupuncturist can use, but it’s succinct it’s to the point it is. Similar to what your elevator pitch should be and sound like. Here’s another example we offer unique and individualized evaluations and treat injuries. That’s the problem you treat injuries by with TuiNa cupping and acupuncture so that your practice members CA so that our practice members can go out when their next race and feel great.

Okay. So the problem is that people come in there with injuries and what is unique? Quote unquote, about this particular practice about this particular core message is that they offer unique and individualized evaluations using Trina cupping and acupuncture. The way that their life is going to look up afterwards is that they’re going to go out.

They’re going to feel better. They’re going to win their next race. And that is one other example of a core message. And here’s one more. So this is a core message that we help that, that we’ve developed here for acupuncture. Media works most acupuncturists don’t like marketing and have no idea how to bring in new patients.

That’s a huge problem. Don’t like marketing don’t know how to bring in new patients problem. So what we do, what is unique about our company is that we offer a wide range of business marketing and website solutions. Okay. That’s what we do. That’s what we offer. And the and the way your lives will look afterwards, meaning acupuncturist that you can connect with more.

Grow your practice and make the world better. Okay. That’s what your life will look like afterwards. So just to read it one way through most acupuncturists, don’t like marketing and have no idea how to bring in new patients. So we offer a wide range of business marketing and website solutions so they can connect with more customers, grow their practice and make the world better.

Okay. So identifying what your core message is really overcoming. What problems. As your patient experience, what are they coming to see you for? And what can you offer them that is unique to your practice? Even though there might be, you might just be an acupuncturist that does acupuncture between on cupping still.

How can you make that? See. Unique and different from the other practitioner down the street. And then what will their lives look like after they come see you? Okay. So there’s a great book out there by Donald Miller called story brand. And and it talks about identifying your core message. There’s also a really good video on YouTube.

If you were to Google, Donald Miller StoryBrand there’s like a 30 minute video on there that talks about poor messages. And I would encourage you to do that once we’re done watching today. Okay. So the next part about growing your practice is to develop a functional website. Okay. These days, Your website is the place where people go to see you, right?

That’s what, any type of marketing that you do, any type of Facebook, YouTube, Instagram, video, blog, messages, communications, anytime someone gets a referral or hears about you. The first place they go to is your website. Your website is the. Of all of your marketing strategies and all of your marketing communications, because that’s where everybody goes once they hit you.

So it’s important to incorporate a few of these things that I’ll be talking about and including your core message into what what your into your website. So let me just show you these three websites here. So you’re looking at these websites here. You can notice that they are what they’re doing, right?

This website on the bottom, you can tell immediately when you hit this website, that this practitioner is helping for fertility, this website with the runners in their running shoes, you can tell. Maybe that’s about sports. Maybe that’s about getting better. Maybe that’s about, helping with sports injuries and this other website here you will, maybe that’s about helping improve your golf game, improving any type of pain or structural imbalances like that.

When we get off here, take a look at your own website and tell me when you hit your website, you within three to five seconds, can you identify, can somebody identify what it is that you do and how you help? If not, you need to absolutely get this fixed because when people hit your website, you want them to have a really clear understanding of how you can help almost immediately.

You don’t want a website like this because you hit these websites and you have no idea what’s going on. There. They look good, but there’s nothing particular about these websites that shows you that you can help with fertility or back pain or allergies or migraines or whatever that is.

Okay. So you need to have clarity. In your messaging on your website. And again, going back to creating your core message, going back to identifying your ideal patient will help you create who, the person that you’re going to be attracting because on this, over here, this website here, You can see your core message is going to be about sports and medicine and helping people who are athletes, same, different communications and who you’re going to hit over here with people who you’re trying to attract for fertility.

Okay. So it’s really important to get clear on that. And one thing too. And I’ve talked about this before. I maybe here, I’m not sure, but it’s important to make sure that you don’t use images like this. Even though we love these images as acupuncturists and, look at all that shot that’s happening with the cups.

Cool, great. Patients number one, objection is needles. And when they hit this, they see needles, they see fire, they see these really dark gross marks going on in the body. And they’re like, oh, I am not interested in that. These pictures and pictures on your website. Need to show what an outcome is, what their life can look like after they experienced your care.

Going back to these, you’ve got a baby in your arms. You’re running a race, you’re playing golf. Okay. You don’t want to have website, pictures like this. You want to have pictures of that. Happier. So that the depict, more people who are happier, more grounded so that they, when they hit their weird website, they’re not turned off or frightened about what it is that you’re offering them.

Another thing that whenever I do any website evaluations, I noticed. Is missing on most websites are calls to action. In fact, most practitioners don’t even incorporate calls to action in a lot of their marketing collateral, which is a big mistake. So on your website, you need to have something that is going to motivate people to take action.

So if they don’t schedule with you right away, if they don’t call you right away, what can you offer them? That will motivate them to click a button and schedule an evaluation with you or choose to take an, a special offer for you. Okay. So these are important pieces of helping to grow your practice online.

Other things that you should be using that are offline, that push people to online would be types of calls to action. Like we have here of offering stress reduction treatments, or evaluations and or certificates. And these are important parts of your marketing plan and your marketing strategy.

All right. The next thing to do is to make sure that you’re always staying on top of mind awareness and that you’re nurturing all of your relationships all the time with your patients. And this is important. Again, all of this stuff. Flows back to the functionality of your website. Okay. All of your marketing now goes back to this and Toma means top of mind awareness.

One of the things that I found when I was in practice was that my inactive patient file was much larger than my active patient file. And that might be the same for many of you. So by staying in Toma, you can maintain patients in care more than on your shelf in your in your inactive patients file.

So how do you do that? You can make personal calls. You can send emails, you can send personal messages, you can send out general communications online communications. You can offer some teaching opportunities. You can engage socially with clinic events and obviously to have compelling calls to action on your website to get people to take action.

Another thing that’s important is to sign up, to receive news. If people hit your website and they don’t take you up on an offer, you want to capture their email address and their name by offering them some type of booklet where they would then download, they would download the ebook lit and then they would be sent some emails on the backend that would communicate to them about what you do and give you free content and, talk about the videos about acupressure and things like that.

So you’re offering this value on the front end and of course, each of those has a call to action to get people to schedule with. Okay. So a couple of things we’re thinking about when you’re drafting emails is that you have your personal message to communicate through and to them that every email has an offer of something that you’re offering up.

Call to action. And that there’s an expiration date for your call to action. And if there, and then also that if somebody is interested, they have a way to request an appointment immediately. These are five aspects of creating, any on the anatomy of any email that goes out to your patients.

Shouldn’t have these things. Okay. Types of communications that you could be doing could be emails, newsletters, appointment confirmations. Absolutely. Discounts, promotions come in for a checkup or a tune-up or here’s a new blog that you put out and birthday emails came. So staying in communication with your patients, it’s really important.

And those are different ways of staying in Toma. Okay. Gathering your stories. That’s one other aspect. And P these are patients’ stories. This is a workshop that I did a while ago. Stories do all the hard marketing for you, and they make your prospects remember and care. And they because our brains are already wired.

Fo to remember stories because it goes back to our ancient DNA. That stories of keep, we remember stories more than we, that then if that, then we remember something that’s written. So a story when we, when people hear a story, they unconsciously. Put themselves in the place of that person. And they can imagine those benefits that were received and and and that they can incorporate that into their own lives.

That’s pretty much it for today. W just some insight and tidbits on the things that will help you be found online and it’s important. Again, core message getting that clear. Jennifer find your ideal patient and making sure that when somebody hits your website, they know exactly what it is that you do within three to five seconds when they hit your website.

One thing that you could do is ask your patients, ask your friends and your family members to look at your website and say, Hey, when you land on my website, do you know what I can do and how I can help you and why I’m even in this industry. And then also ask them, what would you be doing next? Motivate you to do next and move through this funnel, so to speak through the website.

And that would give you a lot of insight into that. So again, thank you guys so much for showing up today. I really appreciate that. Join us next. When Lorne Brown is going to be sharing some more insights from the American Acupuncture Council. Again, thank you so much. Stay beautiful. Change the world. One person, one needle at a time you guys are awesome.

Everybody needs acupuncture and go out there and make it happen. Be well, take care.



9 Growth Strategies To Build A Referral Based Practice



Click here to download the transcript.

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.  Due to the unique language of acupuncture, there will be errors, so we suggest you watch the video while reading the transcript.

Hi there, Jeffrey Grossman here. And I’m thrilled that you took the time to join me here today. Today, I’m going to talk about nine growth strategies to build a referral based practice. So thank you again, the American Acupuncture Council for inviting me back for yet another installment on business and marketing and how to grow your practice on a Facebook live.

I’ll be talking about the K L T factor and how it’s going to be key for the longevity of your practice. And I’m going to talk about the main hub for your practice and how to maximize its usefulness. . Excuse me to help land qualified new patients into your practice. And I’m going to share nine different strategies that can help you build a referral based practice.

So my intention is to lay the groundwork for long-term growth, and I want to help you plant the seeds, not just for now, but for the long haul, not something that’s a one hit wonder. I want to really stress to you. The fact that marketing takes time, all marketing is about building relationships and planting seeds.

It’s a myth to assume that a referral will occur right away. So keep that in mind things take time. You won’t see the results overnight and. If you’re just starting, or if you have a small practice, keep in mind too, that you may not get the same results as another practitioner who has a larger practice that also gives them a larger referral base.

Okay. So I just want to say that your referral volume is proportionate to your referral network and referral based marketing is just one piece of the marketing puzzle. Because there are many aspects that make up a solid and quality marketing plan for an acupuncture practice. So I hope this makes sense.

My hope is that you walk away from this talk with just one or two actionable items, something that resonated with you that you’ll actually do. Just one simple tweak to the way you do things can make all the difference in the world. For those of you that don’t know me. My name is Jeffrey Grossman. I started my acupuncture practice in 1998.

I’m the founder and owner of Acupuncture Media Works, Accu Perfect websites. And after you downloads and like many of them. I’ve struggled in my practice. I had no idea how to grow my practice, how to do marketing, how to talk to patients, how to give the report of findings. And none of that was part of my forte.

And I didn’t have the savvy or the mindset to do that. And I noticed that there was a huge. I didn’t know how to run a business. I knew all the techniques and all the tools to help me become a successful practitioner, but I didn’t have what it takes to run a business. And as an acupuncturist, you are an entrepreneur, you are a business owner, and you’ve got to wear both hats, the hat of the healer, which hopefully you do well.

And the hat of the entrepreneur business person, CEO. These are why the AAC is bringing these talks to you. This is why I’m here to spread this information to you as well. I want you to also realize that if you don’t know this by now, You, my friends are an incredible resource, your natural healers, you know how to help people become balanced and healthy.

You’re use safe, natural drug-free methods and you’re changing lives every single day on your treatment table. People need you, they need your services and they want your help. But the thing is they might actually not know that you are available. They might not even know that you can help them with condition X, Y, or Z.

And that’s what these talks are about. That’s what I’m here to do is to help you be seen, to be heard and to ultimately bring more people into your practice so you can ultimately make more money so you can live the life that you want. So I want to remind you that your. That I’m here for you. And if at the end of today’s talk, or whenever you’re seeing this presentation that you feel like you need help getting set up or becoming focused or some accountability, or need a little bit of motivation.

Please reach out to me. There’s more opportunities now than ever to help more people, but you have to understand what they’re looking for now. And you also have to learn to understand how this integrates into marketing into your practice. Because like I said today, w use, today’s talk as a resource to help reset your practice because one or two simple things.

That you tap into can make all the difference. Okay. So I’m going to go ahead and start sharing my slides and jump into the nine growth strategies to build a referral based practice. I have a gift for you guys at the end of today’s training, I have a ebook that you can download. That’s got outlined some sample scripts and some sample calls to action.

Examples that we’re going to be talking about today. Today’s presentation is going to be relatively on the shorter side, 20 minutes or so. Yeah. If you want to dive into the details, I will give you a link to download this after today’s presentation. The reason I do that is because if I give you the link, now you’re going to take off, download the ebook, and you’ll forget that I’m even here.

And I don’t want you to do that because I value your time. And I’ve got this gift for you, and I’m going to share it with you towards the end of today’s training. First thing about referral strategy that I really want to get across to you is the fact that you need to identify your perfect patient avatar.

What the heck is the perfect patient. Avatar. Glad you asked. So this is the idea of identifying who your perfect patient is. If you haven’t done this exercise before I encourage you to do this, I do this with all of my coaching clients. And it is important because. Understand who it is that you are perfect patient is, then you can talk directly to that person, you know exactly what their problem our problem is.

And you know exactly what solutions that you have to. That can help address their particular problems. And when you identify your perfect patient, then you start identifying the patients that you really resonate with, that I call your a patients. These are the people that you love. These are the people that when you see them on your schedule, your energy raises as opposed to what certain people on your schedule.

Maybe your energy pulls you down a little bit because it’s going to be a challenging. I get that all the time. So when you identify your perfect patient avatar and what they like and what their needs are, and then you can create an ambassadors, people who can actually go out there and communicate the messages of what you do and how you can help by identifying who your patients are, which are, is one of the first steps to building a referral.

Next thing to do is to really get clear on your core message. Now I’ve been teaching practice management class for the last four years, and I’ve been in this business of helping practitioners grow their practice since 2002. One thing that I’ve come across that is really true is the fact that not many of you have a core message and it’s really important to have this.

Kind of like your elevator pitch, but it’s a little different. Okay. And if you don’t have your core message, I did a workshop on this a couple of weeks ago and I encourage you to really dive into what it means to develop your core message. First thing about that core messages is I D it comes in three parts.

You have to identify what kinds of problems your patients have. What are they coming to see you for? What are their needs? What keeps them up at night? What hurts them? What do they, what are they struggling with in their life? The next part of that is what you need solutions.

Do you offer your clinic? And then the third part is what will their life look like after they come see you? Okay. Now your core message. Should be just three sentences. Here’s the core message for acupuncture, MediaWorks, acupuncturists don’t like marketing. They’ve never been taught how to grow their practice.

They never been taught this, the tools and the skills to to develop a business and entrepreneurial mindset here at acupuncture, MediaWorks, and I could perf websites and Accu downloads. We provide online digital print. And coaching solutions for acupuncturists. So they can go out there and grow their practice, educate their patients, make greater income and change the world.

One person, one needle at a time. That is the basis of what a core message is. Now. It’s not exactly word for word. I’m just going off of my mind here, but that is what you should come up with. Something like that core messaging is important because it allows you to. Brand your practice brand, your website, brand your business cards, brand all of your marketing collateral based upon what your core message is.

Okay. The next part of the creating a referral strategy is connecting with referral sources. Okay. What are your best sources? How are you going to reach out to them and what are you going to supply them? First thing. Who is already referring to you? Are there any doctors, natural paths, chiropractors, massage therapists, dentists, eye doctors.

I don’t know. Who are you getting referrals from now? Write a list of them. And then. Figure out a way and a strategy that you can start. We reaching out to them on a regular basis and also identify the tools like booklets and conditioned specific cards and brochures and gift certificates and other collateral.

That you can share with them that they can share with their clientele. Okay. Referral strategy, number three, referral strategy. Number four is make it easy to get those referrals. Okay. So what tools can you use to make it easy? One thing that’s really important are making sure that you have gift certificates or a call to action cards that have.

Something on there that is a loss leader that motivates people to be like, wow, that sounds interesting. I feel like I need that. I’m going to reach out to Jeffrey too, to get that appointment or whatever that is. Now, what I’ve done in the past was. Was mini stress reduction treatment. So at any event I did or any talk that I did, I would offer people to come in for a mini stress reduction treatments where I would just do 0.0 Shannon, middle ear.

I called them acupuncture, happy hour events. And that was my loss leader to get people into the clinic so they could experience acupuncture, experience me. So I could talk with them, get more information about them and then let them try the treatment. And then from this. Upsell them into the next level of care, which is coming in for the comprehensive evaluation.

And then from there, move them into treatment plans. So what do you have now to make it easy to have other people refer to you? Calls to action are important. I’m going to talk about that in a minute more. Also, it’s important to show Goodwill by referring out to others first. So maybe you need to create a list of other people that you can refer to other specialists that maybe you’re not getting the right the right care.

Sorry about that. The right the right results for your patients that you expect. And maybe you can then refer them out to somebody that you know, and trust. Okay. What resources do you have? Brochures and flyers and how can you make it easy for people to give you reviews and testimonials on your website, on social media and and in the clinic.

Okay. Referral strategy, number five. How do you reduce the risk of people falling out of. Now, if you’ve been in practice for any length of time, you probably have more inactive patient folders and you have active patient folders. So first thing to do is to plant the seeds from day one. Of the, what you what they can expect from you during their care.

And one thing that’s really important to discussed is your treatment protocol, your outlines, and how you have a unique strategy that, that how you can go, you will go about getting them from point a, which is I’m in pain, I’m uncomfortable, or I don’t sleep well to a point B. They they. At night they have unlimited energy.

They can now go out there and ride their bicycle. Cause they’re not in pain anymore. What is the process, the path that you have, or that you can think of, that you can map out for your patients, maybe it’s eight treatments. What are you going to do? Visit 1, 2, 3, 4, 5, 6, 7, 8, 12 treatments and so on. So there are unique and specific.

That you can do where you can set expectations from day one to plant the seeds towards health and longevity. One of those things is making sure that you answer the five questions when you deliver your porta findings again, on the ebook that I have for you, there’s more detail about the report of findings that you can access there.

And the report of findings, you asked the answer, the question is, what’s wrong with me? How long is it going to take? What can they expect? What’s it going to cost? And what kind of other, what things that they should be doing at home. Okay. So when you lay that out for a patient, then they have certain expectations.

Again, that’s important piece of the new patient process of getting another piece of that is what stage of healing do you discuss the different stages of healing with your patients? As in relief care, corrective care, maintenance care, wellness care. I imagine that you’re an acupuncturist. And you assume that you have the knowledge that there are different stages of care.

When someone comes in there and obvious pain, they want to get out of pain quickly, that’s relief care, your ultimate goal, where you plant the seeds during that visit is into. Wellness and long-term care if you’re not doing that, please reach out to me at the end of this training. And let’s get on the phone and kind of consult with how you can make that happen.

Okay. This is other sort of findings that you could should be delivering to your patients. And this is the. This is the the stages of care that you could be reviewing with your patients. The visits here are closer together because obviously in this stage of care, you want patients to get better, faster.

So you have more frequent visits as they get better, the time moves out. Okay. There’s a whole conversation around this. When I talk about the report of findings, better for another. Strategy numb referral strategy. Number six is practice and rehearse your referral dialogue. So again, this goes back to creating your core message.

And this also goes back to how. Educate your patients and patient education is what I found in acupuncture. Media works on because there were no tools that I felt comfortable using in my own practice. I created a whole line of marketing tools and educational tools that I wanted to share with my patients and hence share them with other acupuncturists.

So one thing that’s really important for you to determine where you might be lacking in your educational process, in how you educate patients is by asking them this one question. When you tell your family or friends about acupuncture care, what you tell. Or, if you were invited to a party and someone’s oh, what do you go to see your acupuncturist for?

What would you say, ask your patients that question you could do that today or tomorrow, and you’ll be surprised at what some of the answers will be. And sorry about that.

So nature of doing the live training with dogs in the house. So I apologize. Oh my goodness. Excuse me.

I always have to get one last Barkin. So try this, ask your patients what the issue is here and ask your patients to what would they say and you’ll will understand where you might be falling short with regards to your, for patient process and your education strategies?

Because every treatment, my friends. Is an opportunity for you to further educate your patients around what you do. What acupuncture is, what she is, what seasonal changes are happening. Every time a patient comes in every week, you should change your whiteboard to something that elicits a question to them that encourages them to ask you what’s going on.

Okay. So try that also, you might want to ask your patients, how would they explain what she is? When a friend asked him about care, this was really an interesting process that you would be working on in your practice to really find out where you need to fill the patient education gaps. Okay.

Referral strategy, number seven, tone of five, your practice hubs. What is it? What’s your practice hub, right? So anytime someone refers to you, or anytime you hand out a business card, anytime you do any type of marketing. Oh my goodness. Excuse me.

Anytime you do any type of marketing that. That people will be they’re going to the first place they go to is your acupuncture PR your website, right? So anytime you hand out a business card, anytime you hand out anytime someone refers to you, anytime you place them out on Facebook or.

Where are they going to go? They are going to go to your website. So that is the first impression that everybody will have of you. So every digital strategy, every marketing strategy leads back to your website and not. You need to have a website that works effectively, that communicates the bigger picture of what you have.

And when you identify what your core message is, then you, then when people hit your website, they should have an understanding of what you do immediately as they, when they hit your website. Okay. Referral strategy number eight is be consistent. Okay. So being consistent means that you’ve got your mobile ready.

You’ve got reviews. You’re answering those reviews. You’re keeping current with your website. You’re reaching out to referral networks and you also. Over-delivered you have a process in your clinic that when patient comes in from visit one all the way to visit 12, there are steps and strategies that you go through.

Okay. And then referral strategy. Number nine is make sure you have strong calls to action. Again, if you don’t know what a call to action is, or if you don’t have any of these, you need to get these going up. So on your web. What will motivate a person to raise their hand and be like, I want to come in to see you.

Do you have a download? Do you have a free report? Do you have a gift certificate that they can pull em, start, come into the clinic. Okay. When you do a talk, what will you give them that makes them raise their hand to come in, to see you at? Okay. So calls to action are really important to have in the ebook that I have for you.

You will have some examples that are. So these are some examples. There’s more of them. So types of calls to action or setting up a contact us schedule now downloaded a gift certificate. Sharon social media register for this event. Learn more call now. So these are a couple of examples. There’s more in the ebook that I have available for you.

The key is to have an organized, structured system that you consistently constantly use in order to consistently receive referrals. This is not something that you can just do one off and that, and just assume, but you’ve got to be consistent in asking you’ve got to be consistent in educating and walking people through the particular process on how they can learn more.

Through this educational process about what you do, how you can help in the different conditions you can treat. Okay. So thank you guys for joining me here is the link to the free download, where it has outlines and scripts and samples and examples of calls to action. So you can go to Accumedia.us/growth and download this ebook and it will be available for you, thank you so much for taking the time out to join me. I appreciate you being there. Join next week when the AAC will be hosting yet another live event for you, and it’s going to be great. They just do this and it’s an amazing service to the acupuncture community. Thanks again for joining me.

Talk to you guys soon.


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Storytelling To Attract New Patients



So today I’m going to talk about. Storytelling for your practice. And this is your introduction to storytelling, which is the science of storytelling to attract new patients who want your services now.

Click here to download the transcript.

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.  Due to the unique language of acupuncture, there will be errors, so we suggest you watch the video while reading the transcript.

Hi folks, Jeffrey Grossman here. And thank you for joining me. Thank you for taking the time out of your busy day to watch this video and thank you for the American Acupuncture Council for yet again, inviting me back to share some insights and wisdom and knowledge about growing your practice and marketing and business development for acupuncturists.

So today I’m going to talk about. Storytelling for your practice. And this is your introduction to storytelling, which is the science of storytelling to attract new patients who want your services now. And I just want to make one thing. Stories are elaborated patient testimonials and testimonials are short and they don’t necessarily have the triggers and the intrigue or the emotional connection that can really pull a prospect in and communicate to them that indeed, that you are.

Able to help them. And that you’re the solution that they’re searching for. So stick with me and you’ll understand what I’m talking about. So I’m going to share my slide deck with you. And what you’re going to do is you’re going to learn about the three things that every patient thinks before they choose you and why you must consider these as part of your marketing efforts.

We’re also going to talk about the various stories. To share with every patient to build rapport and trust with every prospect and every patient coming into your practice and how to use your stories to attract qualified new patients and more word of mouth referrals. So for those of you that don’t know me, my name is Jeffrey Grossman.

I am the owner and the president of Acupuncture Media Works, Accu Perfect Websites and Accu Downloads. And I’ve taught classes for and am a regular speaker for the AAC for several years. I’ve also taught the 60 hour practice management class at the middleweight acupuncture Institute. I taught at bass year Siam and Neisser and clock.

400 plus hours of online video trainings and marketing and business trainings for other acupuncturists. So I’m in this industry and I’ve been privy to what’s been going on for this industry for a long time. So my goal, our goal, our mission at acupuncture media works is to share the latest marketing insights with you and the techniques and the protocols with you that inspired.

And educate your prospects and your patients so that you can have a fuller schedule, make more money and effect positive change in the world by helping more people. So I started practicing in 98 in height, many of the struggles that many of you have experienced or may be experiencing now. And I took a.

Of $15,000 and started coaching with a chiropractic coach. And my life changed. My practice changed, my income changed. So I want to encourage you to take some chances, make some change if you’re struggling, if you’re not as full as you are, if you’re not making the type of income that you need, something’s got to shift and take that gamble.

Take that shift in order to take those next steps so you can grow. Throughout this year. So this training is about changing your life. It’s about changing your income and just one or two ideas can transform your practice in this year. So most of us think that marketing is hard, but it’s not. And we were went to school to become a healer.

We’re not that adept at becoming a business and marketing person, the honest truth is that you have to wear those two hats that. The hat of business person, and you’re the only person who’s going to be doing your billing and your marketing and your needling, your Grosh on your cupping and your scheduling and all of that.

That’s on you. My friends, you are an entrepreneur and you are a healer. So we’ve got to own that. And we’ve got to tap into marketing and business building strategies for your practice. Oh, I want to encourage you that if you need any help, that you should evaluate your plans to create actionable strategies and feel free to reach out to me, I’ll have my email address at the end of today’s training.

And if you need help, just send me an email, says, Jeffrey, I need some help. I’d love to get together with you and I’m offering free 15 minute consults for that. Also before I go on. I know it was a little late into the Chinese new year, but we’ve got a gift for you, which are if we put together a bunch of Chinese new year, social media graphics for you, we got some newsletters, some Facebook graphics, some Instagram posts, and some blog posts that you could copy and paste and use in your practice.

And you can grab them here at this link on the video. Just go to that link at the end of today’s training and get those graphics and start putting them into your social media strategy. Okay. So one of the foundations of building a sustainable and successful acupuncture practice is to build what I call the know like and trust factor.

And this is something that we will talk about as we go on, but it’s something I want you to remember. And if you want people to know like trust and refer others to you, nothing is more important and nothing is more fundamental than telling your patient’s story. About how you have helped people just like them.

Get better telling stories, build the know like, and trust factor from the moment they’re done reading it. That’s it. If it resonates with them and triggers them to take action. And I’ll tell you about that in a second, but before I do that, I want to tell you how to do it before, but I want to tell you why stories work so well.

Okay, so let’s read this together. Tell me the facts. And I’ll learn, tell me the truth and I’ll believe, but tell me a story. And it will live in my heart. Forever stories are how humans have communicated for tens of thousands of years long before written language ever existed. And the key is how our brains and bodies aligned.

When we hear a story, people know for thousands of years and. Is just now proving it to be a fact that a story can do what facts and statistics can never do, which are inspire and motivate the reader. So storytelling, it’s the most ancient form of marketing. It’s about getting that message through to the listener.

And when a good story is being shared, the listener or the reader, they’re engaged, they’re involved in both their mind and their heart. Okay. So stories do all the hard marketing work for you, and they make our prospects remember and clear and care and story marketing works because our brains are already programmed for stories because it’s embedded in our DNA.

And storytelling also helps with learning because stories are easy to. When we hear a story, we unconsciously take the place of the person in the story and the benefits that they receive become the benefits we think that we’ll receive. So learning which can stem from a well-told story, it’s remembered more accurately.

And for far longer than learning, that’s derived from facts and figures. And that’s from research. That’s been done by a psychologist called peg new Hauser, and there’s another. Researcher, another published psychologist called Jerome Bruner, who suggests that facts are 20 times more likely to be remembered if they are part of a story.

So marketing comes and goes, but your patients will remember the stories that they read and that they heard and relate to for a long time. So having several great patient stories about. A patient’s searing back pain that goes away after true treatments or curing someone’s migraines that they’ve had for over 20 years or helping a woman have a child after not being able to conceive for many years.

It’s like having an. That people were role. Remember for years on end. And the great thing is that it’s zero cost to you. People remember, and they share stories far and wide. So stories create that emotional connection between your prospects and your practice. And they have that psychological effect that adds tremendous power to your marketing.

And this can add ultimate growth to your practice. So this. Yet another reason why I really liked stories because the advertising it’s free and the memories last and last. So hopefully now that you’re seeing that stories can be powerful for your marketing and your patient education process. Okay.

So that’s a very brief look into the science of stories and there’s real documented brain science on why this works. And when we’re done, you can Google a great Ted talk by Henri Hassan. And he did a fascinating study on how people’s brains, literally sync. When they hear the same stories and they put themselves in the story of the other person’s shoes.

So before that study, they’re like, brainwaves are all mismatched and they’re not sinked up. And when they hear that same story, they start thinking up. So do you see how this can be helpful for your practice? People read a well-crafted patient story and they resonate with it. They embody it for themselves and want the same outcome as the person that they just read about.

So I hope that makes sense. So we need to talk about how you will be using them in your practice and which ones to use. But before I go there, Let’s talk about this next aspect, which is the secrets of why people buy and what they really care about. Okay. So we’ve been buying things the same way. For thousands of years, something gets our attention.

It becomes top of mind and our interest is peaked. It increases our desire as we want to learn more. And then we buy, and this is the basic buying system that we all go through. It’s hardwired, it’s ancient human nature. And as we’ve just discussed, it’s better and easier to use the science of human nature than to just simply ignore it.

So the buying process is pretty much the same, no matter what business you are. So something, your triggers, your interest in, let’s say having lunch and you read the menu, your desire increases, and then you buy same process. When you go to see a home that you might be interested in purchasing the realtor increases your desire by demonstrating and discussing why this house is great.

They stage it beautifully. So you can literally picture yourself there and put yourself in the shoes of the owner of that house. You buy it’s the same for your practice in spite of what most people think, no matter how accomplished and brilliant you are at your modality. There’s only one thing our prospects really think about and believe me.

Unfortunately not you and it’s not your credentials and it’s not your modality. So while can it be well, they want to know what’s in it for me. And what’s in it for me is made up of three things. Okay. The three things that every patient thinks about before they choose you, and these are really important to consider as part of your marketing.

And, these are the things that prospects are concerned about. It’s what’s in it for me. And it breaks down into these three different parts. W here’s what I want right now, which is I want to get out of pain. How do I get it right? Who can help them? Okay. And what’s my life going to be like, after I get help and what will they be able to do after they are free of pain that they cannot do now, they want their pain to go away.

How could it possibly get done? And if it does, what is their life going to look like? And this is what’s on people’s mind. Excuse me. And that’s the process people go through over and over again when they’re presented with a buying decision is what’s in it for me. And this is with every single industry.

Okay. So let’s talk about how we use stories in your practice and in your patient’s journey. So right now, For probably 99.9% of you, the people in your neighborhood might not know you as the master healer. What we want to do is to get people’s attention, creating interest and desire by talking about what I, or better yet what they want right now, for instance, They want to get out of that pain, neck pain or whatever their problem is.

And they want to what that is, what I want to know. Okay. Then we want to demonstrate our skills and our success, whether it’s on the tele-health call or getting somebody in your office and sharing how you’re the best choice for them or getting them for an acupuncture happy hour or a stress reduction treatment to get them to devastate.

So you can share with them how your medicine can help them. And by using. This is where they get to know and trust you and they understand how do I get this and how can I get the positive results? W w that’s what’s on their mind too, is you have to present your treatment plan, or you present success stories.

And part of what you’re going to talk about then is how their life is going to change. And w after they received the results, of seeing you. Okay. And if the results are good, they’re going to refer friends. They going to refer neighbors and expand your practice through word of mouth in your community.

Okay. So I hope you’re following me. So now I want to discuss the three basic stories that you should be using in your practice. So there’s the initial. To desire story, which gets your prospect into your office to experience you, gets them interested in you and your services. And what’s great about this is when you use the template and practice it.

A couple of times, it only takes about 10 minutes to create because it’s only about 150 to 200 words and. Since our time is short. I’m not going to show you that what, I’m not going to show you a total interest story here, but I’m going to share a link to a video that walks you through a real world.

Example of a patient story. Number two is the desire to buy. Which is a story that positions you as the healer in your neighborhood. And this helps to create trust and rapport with your prospects. So they accept your treatment plan because they want it. And not because you sold it to them because they’re, they put themselves in the shoes of the person who shared whose story that you shared with them.

And they benefited from your care and their. Synced up with what the other person’s story is, what the other person’s experience is. And the third story that you’re going to need to have is you were own apifany story. And it’s your personal health story as to why you love Chinese medicine, why you love acupuncture, your various modalities that you offer and why you chose to do what you do.

Not about the number of credentials that you have, or the number of acronyms that you have after your name. It’s about realizing that you are human too. Maybe you had your own health struggles that made you seek out acupuncture that eventually led you to be the healer that you are today, or maybe you saw a loved one received acupuncture and it opened up your eyes and you said, yeah, that’s what I want to do.

So whatever it is. You have your own story, and it’s important to share that with your patients. In fact, you’ll be sharing it with whenever you host a class or give a talk or even meet patients for the first time, your story makes you human. It makes you relatable and real, your story should be on your website as your, about you pages.

You wouldn’t believe the, about you pages that I see are the about me pages I see on people’s websites. That’s all about how great I am. How many schools I went to, how many acronyms I do, right? When you meet somebody, you want to be like, hi, my name’s Jeffrey. I went to new Orleans with acupuncture and I have all these acronyms now my name, and these are the types of modalities.

I do know you want a story that’s relatable, that people can connect with. Okay. So what they. Is your story and your appify funny story. Okay. So imagine how much easier or how much is simpler that your life will be when you have the perfect story that makes prospects want to become patients because they instinctively know and trust you and can force the results that they’ll receive.

Just like the person in the story received. Okay. So imagine having the proof that you’re a great healer for allergies or asthma or back pain or neck pain or knee pain or gut pain or surgery, pain, or headaches or stress or not sleeping or infertility or weight loss. Whatever you specialize in your practice, when someone comes in, you have to have stories specific about the key problems that you help your patients solve and your patient’s stories are your library.

It’s your proof of success and your proof that you can address the what did it for me scenario. Okay. So the great news is that crafting the perfect patient story? It’s really not that hard. All it takes is to make it, to make a great story is answering 12 simple questions and these questions you already know the answers to.

So once you create your first patient story, you’ll be able to use it for years. In your practice. So I’m going to quickly review these 12 questions with you. And I reviewed these 12 questions in this video that I’m going to be going through, that I have a link for after this, that you can watch me go through an entire patient success story for yourself.

So the first question is who is. Excuse me, who is this story about? So you’ll be describing a patient’s age. Are they single? Do they have any children? What’s the patient’s health complaint in their words, right? Nonmedical non-technical. How long do they have the problem? What caused the problem?

How does the problem affect their. They’re looking for solutions. What did they tried before? What methods? What modalities, what are the treatments? How did that person use it? What were the results? What are the patient’s biggest fears? What were the patient’s biggest questions? Did the patient have any experience with acupuncture, Chinese medicine?

If so, what were the risks? How did you demonstrate or explain your solution and how would it be helpful? Did you do your occupant or did you do a stress reduction treatment? Did you do some Dr. Tan points? Okay. What did the patients say about the demonstration or the explanation? Did they have any answers?

What were they, did you ask, did you get questions? Did you get any answers to at least one of these questions above that I have here since you had. Had this problem. How many years in your mind would it be? What would it feel like a short-term success to start with your treatment? How will your life be different when this condition is under control?

The question number 10, did they accept your complete treatment plan or was it just a few sessions? What was their treatment timing? What happened the first few weeks or the first few treatments? They have a positive experience. What milestones did they reach? And then finally, did you get a testimonial?

What was it? Did you get a referral or did you start to treat any other family? Okay. So I, you can watch, I don’t have time to show you a real world example of the patient’s story and the 12 questions in action, but you can jot down this link here and watch me re review a real world example of a patient’s story.

And you can even download an example of. At that page as well too. So go to this link here at youmedia.us/story review. And you can watch me review an entire patient story and even download a template. Okay. So now that you’ve written and produced your story in at least one format, you’ll have to decide exactly where to distribute it.

And the goal is to choose a distribution channel that will get your story in front of as many people as possible. So you could put it on your website or your blog. You could use it on social media, you could put it in emails and you can use it for a part of your advertising. If you have. And the budget to do those kinds of things.

Okay. So now, you know why stories are important and how stories work to build an emotional connection and the universal buying decision process that a person goes through, that every person goes through when making a decision. And the one thing that patients think about that you might. Appeal to and when to use your patients’ stories and their journey and how to make a great story by answering 12 simple questions.

Okay. So time to get work on your story. So you could work with some experts, you could work with some writers, you can think about the patient complaints that you solve on a regular basis and make a list and focus on. Story first, or you can consider setting a goal by getting two patients stories done a month until you have 10 or more.

Okay. So here’s the link to the download the graphics. Here’s a link to download or watch the video that I put together for you. You can take a note of these slides here and I want to say thank you for joining me here. And here’s my email. If you want to reach out to me for any questions, if you need any help, a support, if you want a free 15 minute consult, so we can discover where you might need some help, feel free to reach out to me at this email address.

So I hope you are all doing well. I hope you receive some of the answers and the inspiration and the insight that you needed today. And I want to encourage you to reevaluate your plans and make actual strategies. All right. We’re here for you. Stay beautiful. Keep changing the world. One person, one needle at a time and talk to you soon.

Thank you so much for joining me. Bye bye.


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The State Of The Union Address For Marketing Your Practice In 2022

So today what I want to do is I’d like to talk about the state of the union of dress for marketing your practice in 2020. But before I move on, I want to remind you all of something very important.

Click here to download the transcript.

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.  Due to the unique language of acupuncture, there will be errors, so we suggest you watch the video while reading the transcript.

Hi there folks. Jeffrey Grossman from Acupuncture Media Works, Acudownloads and Acuperfect websites. I am thrilled to be here in a new year and supporting. The knowledge, the education around growing your practice and marketing and busy building up your business savvy. Thank you AAC. For once again, inviting me back to provide some insights and inspiration for marketing your acupuncture practice.

So today what I want to do is I’d like to talk about the state of the union of dress for marketing your practice in 2020. But before I move on, I want to remind you all of something very important. The world needs you now more than ever. I’ve talked about this before I talk about this. Every time I come on and do a presentation for the AAC, because you are an incredible resource.

You’re professionally trained. You can heal a person’s body, their mind, and their spirit. You are literally. The epitome of what a natural healer is, all about immunity, about natural remedies, you know how to transform illness into vitality. You preach good health through good free flowing, balanced G.

And this. Medicine and you, the work that you do, the work that you provide is powerful, and you do all of this by activating the vital force of every patient. You come into contact with, that’s all natural drug-free solutions. People need you, they need what you’re offering. They’re looking for advice for your help and they need your services.

Many people don’t even know that you exist, let alone, that you can help with just about every element under the sun. But I want to help you change that. You can start to position yourself as the go-to acupuncturist in your community, but you need to understand four fundamental things about what you do.

Fundamental thing. Number one. You wear the hat of a healer. Awesome. You are great at that fundamental thing. Number two, you also wear the hat of an entrepreneur that my friends might not be the best hat that you wear because you weren’t really given the tools that you need to grow your practice when you’re an acupuncture school, but you were given all the tools to be the incredible healer that.

Fundamental thing. Number three, is that you also wear the hat of a superhero in your community and fundamental thing. Number four is that you are. The CEO of your business. And I’m gonna talk about that and prove that to you in a second, you take all the duties, all the responsibilities that any CEO does and you wear all the hats that any CEO does.

So I’m going to ask you a couple of questions. Let’s see how many of these questions actually pertain to you. Mark them on a piece of paper with each one of these. You resonate with, are you responsible for leading your practice and making major decisions for it? Are you the figurehead of your practice when communicating with any type of government entities or any insurance entities or even the general public, do you lead the development of your practices long and short-term strategies?

Do you manage overall operations and make major decisions affecting your practice? Do you manage your practices? Resources? Do you negotiate or approve agreements and contracts for your practice? If you’re like most acupuncturists that I’ve worked with over the years, you’ve probably checked off most, if not all of these traits and these traits, my friends are the traits that CEOs incorporate into their business.

So by that nature alone, I know that you signed up to become an acupuncturist, but you also now are the CEO of your own practice. So congratulations for your. Round of applause. But here’s where you are, right. You own a business, you make money and you have responsibilities. So that’s why it’s really important for you to think about these CEO questions and not to just think about them once a year.

It’s important to reflect on them, monthly, weekly, and even daily. So my hope for you is that you become prepared after today’s talk and you start thinking like a CEO, because you’re so good at thinking and behaving like a healer and that you embrace a new marketing mindset. And of course, That you continue to change this world.

One person, one needle at a time. Okay. So now let’s get into this state of the union address for marketing your practice in 2022. Like I said, a couple minutes. People need you. But the unfortunate part is that many people may not even know what you do, how you can help and even what you actually offer.

Okay. So here’s a little exercise that you can do today. When you get back into your clinic and ask your patients, this one question, patient, this is what you ask them. So if you were at a party and someone asked you what your acupuncturist does for you or what they could help. What would you say? And then sit back and wait for the answer.

You might be very surprised about what kind of answers you get it. If you get something like, I don’t know. I lay on the table, they rub some alcohol on my skin and Pokemon some needles and I leave there feeling. If that’s the answer that you get, you may not be doing enough to properly educate and prepare your patients to send referrals your way.

And the reason I’m illustrating this point is that you’ll know how good your patient education process is. Or are not. And the goal would be to have your patients answer a question like this in a convincing and compelling manner that can stimulate the wow factor with who they’re talking to and ultimately drive referrals into your practice.

Most likely more, your patients will miss this ability to really share what you do and what you offer and how you can help other people. So the thing I want to get across here is that patient education is key to creating a stable and long-term practice. And this is the exact reason why I founded acupuncture.

Media works in 2002. 20 years ago is because patient education is a key and it’s important for creating a foundations of your practice. But today patient education comes in many forms. It comes in email, it comes in tele-health, it comes in brochures. It comes in handouts. It comes in social media, it comes in text messaging and so on.

So every time. You are with your patient every time they step into your clinic, or when they see your profile on Facebook or Instagram, each of those times should be about furthering their knowledge about who you are, what you can treat and what’s in it for them. And this brings me into my first point of this state of the union for marketing, for acupuncturist, which is crafting a clear and concise message for what you do.

Is one of the foundations for your marketing moving forward. And what I mean by this is who are you? What do you offer your community through your work? What benefits will your patients receive? How will their lives be different after seeing you? What is your unique selling position that makes your stand, you stand out from your competition and why should a prospect choose your.

Over another. And these are all important questions to answer. Even though times have drastically changed over the last 24 months. These are still part of the core marketing and business concepts that any successful practice or business needs to connect with. So one of the first things I want to get across to you is that your core message.

It’s going to be the center of all of your marketing activities. And let me ask you this. Do you have answers to the questions that I just rattled off? If not, I suggest that you start thinking about them and filling in the blanks, or you can join me in my upcoming, create your core message workshop, and you can do that by reaching out to me after this at Jeffrey J E F R E Y at acupuncture, media works.com.

If you’re interested in learning more about. Create your core message workshop. And I’ll send you some information about that. So becoming on-point with your message will be the foundation, or rather should be the foundation of all of your marketing strategies moving forward. And if I were wager to bet, I’d have to say that most of you.

I don’t have answers to the questions that I just talked about. And that’s the first thing that needs to happen in this new year is to get clear and concise with crafting your message. And I don’t mean, hello, my name’s Jeffrey M and I’m an acupuncturist and I can help. What you need is something like one of these examples that when you’re talking with you about here’s example, number one, too many people struggle with pain and injuries.

We provide effective treatment that allows you to perform well in the. Sports and work without pills, surgery, and high costs, or this one we offer unique and individualized evaluations to treat injuries with cupping and acupuncture. So they, our that our practice members can go out when their next race and feel great.

Or this one, which is the acupuncture media works one-liner, which is most acupuncturists don’t like marketing and have no idea how to bring in new patients. We offer a riot, a wide range of business marketing and website solutions. Connect with more customers grow their practice and make the world better.

That is, these are clear and concise messaging of four different businesses. And I encourage you to get this done because you need this. You need a core message and the state of your practice depends on. The next thing that I want to get across to you, that’s important to do this year is finding clarity on who your target audience is and who your patient avatar is.

Okay. And in marketing, focusing on defining your target audience and your patient avatar is essential for practice growth yet it’s often a fundamental step in branding that practitioners missed. Although many practitioners wish that they could just help everyone that walks in. And I totally understand that it’s essential to accept that you can’t help everyone.

There’s only so many hours in the day and you may already be on tight, a tie on tied up tight on time. And that’s why identifying your target audience as a practitioner is an incentive step in the development of a successful marketing strategy. Not knowing your target audience can end up costing you a lot of money and time and make, all of your marketing efforts seem really frustrating.

So here are three frequent marketing errors that are made as a result of. Just not having a clear idea on who your target audience is. So when you don’t have your target audience clearly defined, it can result in one of these following problems that you have a marketing plan that speaks to everyone’s linked.

But it really connects with nobody. You could be a practitioner who tries to appeal to everyone, but you end up appealing to nobody. Or you can be a practitioner who spends way over their budget in an attempt to reach everyone, but that you really reach your ideal customer. So getting clear on your target audience refers to a group of potential prospects that you want to provide products and services for.

And in healthcare industry practitioners aim is to bring in more patients and grow their practice. So marketing efforts that simply. To reach anyone anywhere are pretty unlikely to produce repeatable success so carefully and precisely identifying your target audience is essential so quickly. How do you define your target audience?

There’s a couple of different ways to describe and hone in on the target audience. When it comes to defining this audience specifically for health and wellness marketing, there’s four primary categories that you should focus. Geography demographics, psychographics, and behavior, but to be successful and to stand out in an extremely competitive field, it’s essential that you take your marketing a step further than just defining your target audience.

From the areas that we mentioned, that you will also need to define who your patient avatar is. Okay. When it comes to your target audience for your practice, it’s time to come up with also your avatar. In other words, it’s time to imagine who your dream patient is. As I call it who’s your a patient, right?

And this patient avatar is a detailed profile of your dream patient. It focuses on one person and outlines everything about them and goes into great detail in depth. So think of your avatar as. A patient and not just your average patient, for example, your advertiser or someone that you want to be involved in their healing journey.

They’re high spending, they’re loyal, and they often give you great referrals to their friends and family members. Hopefully, some of you can imagine who your eight patients are and begin there with identifying your ideal patient because identifying your ideal patient and your target audience go hand in hand together.

So let me take this one step further and asked you, who do you work? If you specialize, maybe you offer fertility or sports medicine, for instance. Now these are two very different and distinct individuals in these groups. So if you’re dealing with somebody in fertility and dealing with somebody in sports medicine, you’re going to be communicating to them very differently.

Okay. These people are gonna be seeking different outcomes, and they’re going to need to be communicating about their care plan or what to expect or not to expect. And they’re gonna, you’re going to need to talk to them in a different way. So when you get. On how you want your community to perceive your clinic and your brand through your messaging.

You need to get clear on who your ideal patient is and who your ideal customer profile is. When I go through this exercise with my students and my coaching clients, we dig deep into this deep enough for them to actually visualize who their ideal patient is, and even come up with a name for them. But there’s no time for that.

Now I’ve got a bunch more that I want to share with you. So far you have to get your messaging right in this new. So you can attract the right patients and then you also need to come up with who your ideal customer profile is and who your ideal patient is. Okay. So moving on, the next thing is that you need to have an actual plan.

Yes. An actual mapped out real marketing plan and strategy, which is a roadmap to how you’re going to get from point a. To point B, how are you going to go about bringing in new patients? How will you be posting? Where will you be posting? What will you be posting? What will you be networking with? And at the end of today’s training, I’ve got a little special free gift for you that you’ll be able to download and use as part of your posting strategies.

So hang on a minute there. What is the patient process? When a patient comes in from visit one through visit 12 or through visit 20, what is your communication strategies? What do you messaging? Do you want to get across to your patients as they come through your treatment? How will you motivate and encourage your patients to continue care or even refer others?

So you can’t just assume that all of this is going to happen by itself because that’s called hope marketing, right? You’re going to hope that you’re going to get a referral. You’re going to hope that you’re going to get a new patient this week. You’re gonna hope that you’re going to make a bigger profit this year and you can’t spend four or six years learning about this amazing medicine and then opening up your clinic doors.

I hope that your schedule will fill up and that you hope that you’ll have enough money to retire on. So for this year, you need to map out your plan, come up with a strategy and actually implement it. Okay. So I want to get across to the fact that. Last thing once I get across to you is that your online presence is imperative for success.

And this should not be taken lightly as in yeah, I got a website. It’s great. I’m good. So let me ask you this. When someone gives you a referral to go see a doctor or a therapist, what’s the first thing you most likely do when someone refers a good restaurant to you? What’s the first thing you’re most likely to do?

You’re going to go online and Google it and check it out. You’re going to check out their website. You’re going to see how many reviews they got, how many testimonials they have in. Then from that, you’re going to make a judgment call as to whether or not you want to work with them or eat at one restaurant over another.

So having a compelling website that immediately lets that person know exactly what you can do, how you get help them and what their next steps should be. This is important to set up. Don’t do this now, but later on, look at your website and when you land on your website, can people immediately understand.

What you can help with what conditions you can treat. Do they understand how they can get in touch with you? Or is your website compelling enough to make people take action? Is there a clear path that they take when they get on your website? Is there a link to a free download to a report? Can they schedule a with you immediately or can they request a complimentary exam or do you want them to watch this video?

Not this video, but the video on your website, but when someone hits your site, you’ve got just a few questions for them to say, yeah, I don’t want to see Jeffrey. I understand that he could help me. So part of this is that your website needs to be mobile ready and filled with eat content, right?

So eat content stands for expertise or third nativeness and trustworthiness. And this is vital to establish yourself and your brand as a trustworthy, reliable authority in your field. So you’ve gone to create content that positions you in that way, because. Like this eat content provides you with the authority that Google loves, and it helps you with your rankings.

So you can just set up your Google, my business. You need to have testimonials on your site. You need to have several calls to action. You need to have a clear, unique selling proposition that quickly and clearly sets you apart from the competition. Okay? So you are in the perfect position to change lives and this world in order to do that, People need to know that you exist and what you can offer them.

So today I hope that I helped elevate your business savvy and your CEO mindset and help position you for the state of what you need to do this year in order to achieve some of the practice accesses that you want. Make a real. Come up with a strategy that taps into your superpowers, create your message.

And you’ll be able to change the world. One person, one needle at a time. People need you. So I hope that you received Andrews and inspiration that you needed today. And I want to encourage you to reevaluate your plans. And if you need a fresh perspective, let’s start with a free 15 minute mentoring and discovery call.

You can if you’re interested in one of these mentoring calls, just shoot me an email that says, yes, I’m interested in a mentoring and discovery call. 15 minutes. Absolutely no charge. I’m not going to sell you anything. Send me an email, a Jeffrey, J E F R E Y at acupuncturemediaworks.

Also. I’ve got this free gift that I want to share with you. I want to put it up on the screen. It’s in time for the Chinese new year. We’ve put together a token of our appreciation for all. Congratulations. Yes, it’s the crowds that’s cheering for everyone. So we’ve created a social media bundle that you can use to post on Facebook, Instagram, or email, or even uses text messages.

Just go to www.accumedia.us tiger 2022. Then you can grab the free graphics bundle right there. All right. You are awesome. Stay strong, change the world. One person, one needle at a time. We need you. All right. Stay beautiful. Next week, Virginia Doran is going to be here sharing some of her insights and wisdom through the AAC.

And thank you for showing up and being here. Talk to you soon.


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7 Techniques To Tonify Your Practice In Slow Times



Click here to download the transcript.

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.  Due to the unique language of acupuncture, there will be errors, so we suggest you watch the video while reading the transcript.

Hi folks, Jeffrey Grossman here again, to bring you a, another live broadcast from the AAC. Thank you for this opportunity yet again, to share some practice and marketing insights with you. For those of you that don’t know me. My name is Jeffrey Grossman and I’m the founder and owner of Acupuncture MediaWorks, Accu downloads, and Accu perfect websites.

And we’ve been helping acupuncturist grow their practice, attract more patients and keep patients in care. 2002. So we’ve been in the business of helping practitioners build their business for quite a while now. I am here to share with you some ideas on how you can grow your practice, how you can stay on top of mind awareness with your patients and how you can also become more successful at what it is that you do.

In the business and marketing end of building your practice. Because when we were in acupuncture school, we weren’t really given all the tools that we need to build a successful and sustainable business. We didn’t know what to say and when to say certain things and how to give a report of findings.

And how to use social media and why social media is important and you know how to get people back in care when they fall out of care. We’ve developed a lot of programs for that. And also through the AAC, we’ve been talking about different various types. Throughout the year on the different avenues at which how you can do all those things, which are attract, retain, and reactivate your patients.

People out there are looking for you. They want your help. They need your help, but they probably don’t even know that you exist. They are looking to feel healthy. They’re looking to feel balanced. They’re looking to feel less stressed. They’re looking to feel that their immune system is robust and strong and you might.

Have the skill and the technology to make that all happen for them, but they might not know you’re there. They might know that there might be an acupuncturist in town, but they know nothing about you. There’s nothing essentially that has built. No and trust factor, right? There’s a journey that you need to walk your patients down and through.

Every single time they come on board and that’s called the patient’s journey. And we’re not going to dive deep into that today. But the beginning part of that is getting people to know you, right? Getting them to really understand who you are and what it is that you do. And that you’re actually there for them.

Get them to like you get them to understand. At how you can actually help them with their particular problems and then get them to trust you, which then gets them into your clinic and onto your treatment tables. And then from there, it’s keeping them in care, keeping yourself in top of mind, awareness with them and having them follow through with their treatment plans.

So I want to help you change that. I want to help. People understand that you do exist and I want to help you get more people on their table. And that’s what these talks are all about. To help you be seen to help you be heard and to ultimately help you bring people into your practice. So you could make more money and help more people.

And if at the end of today’s talk, or anytime you see this talk, you are looking for more help or you need some guidance or you just need to. Bit of inspiration. Please feel free to reach out to me. You can reach out to me by putting a comment below the video, or you can reach me at Jeffrey, J E F R E Y at acupunctureMediaworks.com.

Okay. So today I want to talk about seven techniques. To quantify your practice in slow times, I’m going to talk about some in-house marketing ideas. I’m going to talk about some events that you can create in your practice that have transformed my practice. When I, when it was going downhill, totally turned it around for me.

And also how to tap into getting more word of mouth referrals. Before I go on, I want to ask you this simple question. It’s rhetorical, because I’m not able to answer your questions at the moment, but what business are you actually. Okay. So some of you might be like I’m in the business of helping people get I’m an acupuncturist.

I put needles in people. I help them alleviate these problems and so on. But plain and simple, you are in the business of marketing acupuncture care. And you must actively find and attract the right people. And have your marketing consistently turning and moving and having multiple marketing poles in the water.

So you could bring those people in your practice because you could be the greatest acupuncturist in the world. You have the most amazing needling technique in the world, but if you don’t have patients coming in on a regular basis, then. How are you going to be able to use your techniques and your protocols?

So the important thing to really understand is that you are in the business of letting people know that acupuncture is awesome. And the business of marketing your practice, right? You are not only an amazing healer, but you’re also an entrepreneur and a business person. Okay. You’ve got to wear all those hats in order to make this happen.

Marketing takes time, and that’s another important I want to get across to you. Even though you do an event or you put an ad out or you do social media marketing that it’s not going to reap the benefits immediately. Okay. That you’ve got up plant the seeds and you’ve gotta be in it for the long haul.

Okay. So if you do host a class or if you do an online training, just be aware that if there isn’t. Conversion that happens immediately or within a day or two, that it doesn’t mean that what you did was wrong or what you did was bad or what you didn’t work. It’s just that you’ve got to plant the seeds over time.

And the more that you are planting seeds, the more that you are cultivating awareness about you, your practice and how you can help you. Okay. And as an acupuncturist, so you, you owe it to your patients to be a great marketer, right? Because if you can’t keep your practice open, your patients are going to be forced to seek help elsewhere, and probably even go to a non acupuncturist.

So maybe try someone who does dry needling or some other technique that might not be acupuncture and traditional Chinese medicine overall. So in that respect, If you are an acupuncturist, which I assume you are, if you’re watching this, you owe it to your patients to be a great marketer, so you can stay in business so that you can be there for your patients when they need you.

Okay. So a couple of things I just want to get across before we jump into the seven techniques to tone your practice in slow time, the first. They don’t want to talk with you about is to one of, one of the great tools that I’ve used in my practice is to put on a patient appreciation day. So for those of you that aren’t sure what a patient appreciation day, it’s an event that you can hold at your clinic.

Two or three months, and it’s an opportunity to connect with your patients, an opportunity to celebrate you and your practice and your patients, the way to give things. And it’s a time to have fun and to step out from behind the treatment table. So you can be present with your patients and meet their family and remove yourself from the.

Doctor acupuncturist position to, Hey, I’m just an average person. Okay. And I’ve got a life, I’ve got a family. Here’s my daughter is my wife. Here’s our dog. And so on. So people can really relate to you. So you’ve gotta be relatable in that way. And patient appreciation days are one way to make that happen.

And it’s basically your hosts. A party at your clinic and you can connect up with other local restaurants and other businesses to support you during these events. One thing that I would consider doing in the year coming in as part of your marketing calendar is. Set up at least one or two patient appreciation days throughout the year.

So you can celebrate you your practice and your patients. And the next thing that I want to talk with you about the tech, the second technique is hosting an acupuncture happy hour event. Okay. And this is by far the number one thing that allowed me to. Transform the influx of patient of new patients coming in.

So I was able to bring in, I think, 17 new patients from one event alone by hosting an acupuncture happy hour event. So what is an acupuncture happy hour vet? It’s basically a patient attraction system that allows you to qualify new prospects. And get them into your clinic, literally to try acupuncture, right?

And you’re doing two points 0.0 of the ear and Shen men of the year, which as an acupuncturist, do you know that if you do those points for most patients, they are going through. Field transformed. And for those of you that are of my age range, remember Calgon take me away. That basically is somebody in a bath tub who is completely relaxed and on cloud nine.

So for those of you acupuncture when you host a happy hour event, the goal of that is to help reduce. And anxiety and who doesn’t need that these days. And one of the beautiful things about hosting a happy hour event is it overcomes some of the main objections that occur with it, with acupuncture, which do the needles hurt technically not because you’re just doing two points in the ear, super thin tiny needles, pretty painless.

When you do those points. Does it work, or acupuncture doesn’t work, that’s a big objection. And if people will leave there and they’re shifted and they’re relaxed and their anxiety has been reduced, it works. So to alleviate that placebo effect and what you know, and whether or not it’s going to help them.

And that’s a conversation that you will have with them afterwards. Okay. So the happy hour event, it’s nondiagnostic, you’re not making any diagnosis. It’s, you’re just actually just doing 0.0 shed. Man. What I do is I set aside times on Tuesday mornings and Thursday afternoons where it’s like a walk-in clinic like community acupuncture style and people come in and they sit down, they fill out a form and that form is specific to.

Clinic information and their name, their phone number, their contact information. And it also asks you a couple of series of important questions. And these important are these questions of this form are important, which are, have you received occupants yes or no. Good for you to know whether or not they received it.

So you can ask them what, what their experience was, check off any of the following symptoms and signs that you had in the past year. Back pain, allergies, knee pain, stress, neck pain, fatigue. And how these problems have affected their lives, right? It affects their home life, their work life, their activities, their family, their sleep, et cetera, because this form that they fill out before they get into the treatment chair.

We’ll help you Tran transition from the that the acupuncture happy hour event to to, to a conversion process, which gets them to a first time paying patient coming in for a comprehensive evaluation. So this form that they fill out after. Receive their stress reduction treatment. You’ll sit down with them and you’ll be like, so Jeffrey, I noticed here that you checked off that you have allergies and you’ve got cold hands and feet and you’ve got headaches.

What are you doing to treat those? So you hear what they’re doing or what they’re not doing for that. And then you just communicate to them that. A special or you’ve got a comprehensive evaluation or whatever your offer is to get them from that low cost or free happy hour event into the first time paying patient.

If you’re interested in this form, I have no problem giving it to you guys. Sending you a PDF of it. It’s been great. You could send me an email at Jeffrey, J E F R E Y at acupuncture. Media works.com and say, give me the form and I’ll give you a league to access is not a problem. And this is the one thing I’ll also include a couple of links to some other videos that I’ve done about this particular topic.

Acupuncture happy hour technique is the second way to help tone of fire practice. The other thing is to get social. Okay. Number three is to get social. So you should be getting social on Facebook and Twitter and potentially Instagram, and really make those part of your everyday life. I know some of you are cringing and moaning and groaning right now about the idea of using social media in your practice.

In today’s day and age is something that we really need not necessarily to bring in new patients, but to build relationships with your audience, to make people feel more comfortable before they actually come and visit you. And it also allows you to showcase your authority in who you are. And it starts building that.

And trust factor, which is super important for you to to really bridge that gap from, people who just kicking tires and don’t even know you. And they’re just trying to try you out to people who really want to try your care and who really know what you have to offer them. And the fifth thing, the fourth thing that is really important to do the fourth technique to 25 year practice in slow times is to make sure that you stay in Toma.

Okay. And Toma is top of mind awareness. Okay. And it’s important because you’ve got to, once you spend the time and the energy to get a patient on board. Okay. So you’ve got to. Keep yourself in top of mind awareness with research or new updates about how you treat a particular condition or reports or things that you find that you want to share with your patients so that you would be less likely to fall.

Off of their vision, their peripheral. So that you, that they’ll be less likely to fall out of care. So the goal is to get a patient in and then treat them for a few times, but then don’t lose that. Don’t let them just drift away and become part of your patient inactive file because.

I’m sure many of you have more inactive patients and active patients, but one of the ways to stem that slow drip of inactive patients is to make sure you’re staying in top of mind awareness. You do this with newsletters, you do this research, you do this with industry news. Social media with just picking up the phone and connecting with your patients.

So there are many ways for you to stay in Toma with your patients. And it’s one of those important things to be doing every week so that you don’t have to go back out there and be like Sisyphus, where you’re pushing up the new patient, rock up the hill, you get some new patients and then they fall out of care and it falls down the hill and you push the new patient, rock up the hill and it falls out of Karen sell up.

You don’t want to keep repeating that. The definition of insanity. Okay. The fifth way technique to tonify your practice. And so times is to create a new patient referral program. Okay. So one of the things I encourage my my coaching clients to do is to actually have a. Have an in-house patient referral event.

And they’re like, what, like an event around that’s going to make me sound desperate, but it’s not true in my experience when I’ve hosted patient referral events in the clinic, patients were excited. We literally had a giant. Whiteboard with a thermometer drawn on there and the thermometer wasn’t, we’re like our goal is to get 30 new patients this week is we write it on top.

We have a thermometer drawn and then we have like hash marks for every new patient line that goes up to 30. And then every time a new patient comes. Color it in, we fill it in, we call her in it and and and everyone in the clinic gets excited. Even the patients cause they see the thermometer turning redder and redder in the sense more patients are coming in.

So the first thing to do when you do that is to really think about who your. Patient is right. Who is your ideal patient? And you probably can think of a few patients right now who are on your books or in your clinic, or maybe even on your treatment tables at this moment that are your ideal patient.

Okay. You want to communicate with them first? Do you want to tell, say something like, Hey Jeffrey, you wanna let you know that we are. We are opening up for new patients right now, and we are starting a we’re hosting a month long referral event. Our goal is to get 30 new patients this month.

And we’d like to know if you are able to help us. And they most likely be like, sure. Yeah, no problem. Do you need me to do? And then you would give them a gift certificate or a call to action card or something that would, that they would then hand out to their. Or family members or coworkers to come in to see you for whatever your whatever your call to action is to get them in happy hour event or low cost evaluation.

So on. So that’s important to make sure you recognize those who are most likely to refer to you. Okay. And the sixth thing to be doing in the clinic is the host of healthcare class. Okay. So hosting healthcare classes, these days could be done through zoom. And I know you could host classes on so many different types of topics you can tell.

Seasonal changes, right? How to stay healthy in the winter, how to support your kidneys, how to use these particular points for helping move key or help alleviate headaches and help alleviate pain. You could talk about Qigong or Tai Chi or breathing techniques or Oregon sounds or. Mantras or moodra or point location is right.

So there’s no lack of things that you could teach on and host a health care class. That can be done through zoom that could be done through. In-house live, but that positions you as an authority that keeps you in top of mind awareness that gives you the opportunity to share this messaging on social media, to get people, to talk about you, to bring in new people, to get more referrals to come in for this particular event or to share it through.

Okay. And the final thing is to make sure that you have a an a patient reactivation program, because inevitably patients are going to fall out of care. Inevitable that people will fall out of care for a number of reasons. They’ll just forget about you they’ll they’ll think that they’re better and that they don’t need your help anymore.

Maybe their hours changed, it, lot of times in my experience, I’ve assumed that they fallen out of care because it was my fault, oh, I did something wrong or I’m not getting the results, but it, after asking a lot of patients over the years Determined that it really wasn’t me.

It was just some circumstances. And there’s their lives that got them to have to, change their timing that I fell out of care because I wasn’t staying in top of mind awareness with them. So a patient reactivation program is very simple. Identify what your call to action is, what you’re going to use to get people into the clinic.

When you reach out to them and divide your clients into three categories, a, B, and C, the patients are the ones that you love. 100% right now, the patients that you can think of that you love love. And then the C patients are the ones that you’re like when you see them in your schedule, you’re like, oh man, okay, I can do this.

I can make this happen today. In the B patients are a common one between. Start with the eight patients who have fallen out of care and reach out to them with a phone call and then reach out to them with an email and then reach out to them with a letter and the phone call the email and the letter can be the same conversation in different formats sent out to them.

And basically, just follow up with. Simply, just checking in with them. And again, for those of you that are interested, I’ve got some patient reactivation letters that I’ve made available for you. If you want the survey and the the for acupuncture happy hour and the patient reactivation strips and.

Feel free to reach out to me. Jeffrey, J E F R E y@acupuncturemediaworks.com. I’ll be more than happy to send those over to you, but in any case, thank you so much for joining us here today. You guys are beautiful. You’re awesome. Have happy, safe, and healthy holidays. Next. We’re going to Tsao-Lin Moy, going to be here, sharing some insights and some wisdom as she always does.

So again, thank you AAC for inviting me back here. You guys changing the world. One person, one needle at a time. You are awesome. Stay beautiful. And I would talk with you guys soon.


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The Top 5 Reasons You Need A Social Media Strategy



I’m here on behalf of the AAC to provide you with some amazing content and information to help you grow your practice.

Click here to download the transcript.

Disclaimer: The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.  Due to the unique language of acupuncture, there will be errors, so we suggest you watch the video while reading the transcript.

Hi there and thank you for this opportunity to share some practice and marketing insights with you. For those of you that don’t know me, my name is Jeffrey Grossman, and I’m here on behalf of the AAC to provide you with some amazing content and information to help you grow your practice. I’m the founder and owner of acupuncturemedia works, Accudownloads and acupressure websites. And I started my practice in 98 and I had a lot of trials and tribulations and a lot of struggles. And I noticed that I had a problem in not knowing how to market my practice and how to properly communicate with my patients. And all I wanted to do was to treat people and I didn’t want to market or do any of that. Um, so the struggle was real. The struggle is real, and it took me down a path to start my companies, but that’s a longer story, best reserved for another time.

But what I want to do today is to share with you some insights and information about how to incorporate social media into your practice. But before I do that, I want to encourage and inspire you with the fact that you are an incredible resource. You’re natural healers. You know how to get people to feel balanced and healthy. We know how to, um, help people with safe, natural methods. And we change lives every single day and people need your help. They want your help. They need your services, but many people don’t even know that you exist. So I want to help change that. I want to help get you more people on your table. And that’s what these talks with the AAC are all about is to help you be seen, be heard and to ultimately bring people into your practice so that you can make more money and ultimately help more people.

So you are never alone. I want to remind you that, okay, I’m here for you. And at the end of today’s talk, or you feel like you need help getting set up or becoming focused, or if you just need a little motivation to move forward, please reach out. There are a lot of opportunities that, um, I can help you with in supporting your practice and you aren’t alone. I’ve been through this, I’ve worked with other practitioners who have been through this. So, um, use this talk as a resource, use me as a resource and just one or two simple changes, um, and aha moments from today’s talk can make all the difference for you. Okay? So let’s go ahead and get started. I want to talk with you about the top five reasons. You need a social media strategy and how to get started. Now, social media is an online marketing tool that allows you to communicate directly with your audience.

And there has never been a time in history when it’s this easy to connect with your patients. And today, every practice owner knows that it’s essential to have a strong social media presence and engage with your market online, excuse me, but few actually know how to do it effectively and get results. But the key difference between those who succeed and those who fail is simply planning. Okay? So practitioners that use social media successfully do so because they have a solid strategy in place and they take the time to plan this strategy with a big picture view, and then implement it in a systematic way. So your practice can absolutely benefit as well. And the time it takes to develop this strategy more than pays off, once you implement it and start getting closer to your practice goals. So today I would like to talk with you about five reasons, why you need a social media strategy and what you need to do to get started now first is that you have to maximize the effectiveness of your social media presence that allows you to attract the right kind of patient to your practice.

You then have to focus your energy and your time creating this strategy. So you can continue helping more people with your acupuncture treatments, right? So if you want to bring them in, you have to get in front of them consistently. All right? And then you have to know what type of content converts these prospects into paying patients. So you can make sure that your strategies actually working and that you’re reaching more of your marketing goals. And it’s important to find the, uh, the motivation to implement and post content every day. And I’ll show you how to make it a lot easier. And it’s going to be easier than you might think. And finally, you need to know what tools are important to measure your social media success. So you don’t waste your time and money on something. That’s not giving you a positive return. Okay?

Sound good. So many practitioners make the mistake of thinking that social media works like this. You log in, you check out your feed, you post some stuff, you interact with your commenters and you watch your grades gradually rise. Nice. Right? Sounds fair. But not quite. It doesn’t exactly work this way and it can, but it won’t be as effective as it can be. And here’s why if you don’t have a strategy and a plan, you won’t get any results from your social media activities. You may grow some followers by simply being there, interacting with them, but that won’t get you closer to achieving your practice goals. All your activities, including posting on Facebook or Twitter should help you get closer to your goals or it’s a waste of time. So developing a strategy first and foremost helps you link these activities with your goals. For example, if you’re using these platforms to nurture leads by sending them to your free report or your free evaluation, and just getting them to join your list, you’d post different content in a different way than you would, if your goal was to get them on your schedule directly, right?

So goals like raising brand awareness awareness, or building a base of loyal paying patients, motivating your prospects to schedule with you or stimulating more referrals or building your credibility for offers that you pitch all require you to do different things on social media. They all have different outcomes and need a different strategy and plan to get there. The first step is to identify your goals and what part of your activity will play into them. This is a key foundation of your strategy. Action steps would be to one, identify your current practice goals. Are you looking for referrals? Are you looking to double your new patients or simply increase your followers to identify what part of your social media activity plays into achieving these goals? Okay, so let’s move on to the next step. You are focused. If you develop a social media strategy, it streamlined your activities.

So you know, just what to do and you can focus on where you get the best results without the proper focus. You’re taking shots in the dark and hoping that people take the action that you want them to take. So with a strategy in place, your actions will lead them down a path to take a specific action that you want them to. For example, you may post a video and discover that it gets four times as much engagement as your text content. So this means that you need to work on your video into more video into your content mix and sharing a new video each week. So the time that you spend producing your videos will pay you back more than the text content. So one important part of any social media strategy is automation. Automation means letting a software program or app handle certain tasks and aspects of your activities.

They include things like social listening, chatbots, content, curation engagement, and also growing followers. So using software and apps to do these tasks, you, um, saves you time, saves you money, and it can really keep you focused on what you like doing. So an example of a program that you can use, like is like a scheduling software, uh, for your social media, like buffer or Hootsuite. So these are programs that can, you can post on a schedule, you set it up in advance, so you don’t have to do it manually. And it’s great sign time-saver and it it’s a task that you don’t need to do yourself each and every time. But there’s something that you need to consider with this, which is authenticity. So being authentic is the key to good social media marketing. So there are some tasks that you just can’t automate. You have to be there personally interacting with your audience.

So when you get crystal clear on your strategy, you’ve got a real plan for separating what you can and can’t be automated and using for the best results, action steps, number one, create a schedule and content strategy. So that each day, you know, what needs to be done when you sit down and log in, number two, look at social media automation tools such as buffer or promo Republic or hoot suite, and consider which ones might work best to suit your strategies. Okay. So now it’s time for reason, number three, creating content that converts ultimately will, uh, will determine your success with social media. And it’s this content that you, that needs to be engaging in. Interesting. It has to address the pressing questions and the pain points of your audience so that they will want to, like, it they’ll want to comment on it and they’ll want to share it.

So it should frame you as a helpful expert, who has a great deal of value to offer. And part of strategic planning will give you control over the content that you post. So you can decide on topics and formats and content type and create a mix and schedule so that you’re offering a variety of different types of media. And once you start posting, you’ll get feedback instantly to see which content works best. And then you can refine for even better results. And once you start, you need to maintain consistency and maintain a regular posting and marketing schedule. One way to do this is by using a service like tack you downloads, where you can find done for you, blog posts and graphics and newsletters and marketing tools at your fingertips. And it’s a great service to help support you in your strategy. If you don’t know what type of content already that you want to put forth.

Um, so what you’ll need to do is research and create a profile, uh, that will include the interests and of all of your patients, right? So that is part of engaging with your clients is to know what they want. Okay. And to know what type who your ideal patient is. And I teach this in my practice management class, and one of the exercises to map out who your ideal patient is, your avatar, who they are, what they read, what they eat, et cetera. And this becomes your intimate and, um, ideal prospect finder. So you could speak directly to them. And as part of this research, you’ll analyze your competitors and influencers and see what type of content performs best on, on their platforms. And you’ll choose some to follow and you’ll gain insights, following them to help you create your own unique content. So the result is that your content will have further reach, and we’ll be more laser focused when you have your ideal prospect in mind, as opposed to just trying to market to everybody.

You’re focused on who it is that you want to market and communicate to action steps, one identify topics, and the type of format and the content types that you want to share, and then create a posting calendar to get you started. Then this will, uh, you’ll refine this. Once you start implementing it, number two, create an outline of your ideal patient avatar and number three, perform a SWOT analysis on your competition. So you know, where, where they’re falling short, where you could step in. Okay. So this next reason is critical. And one of the best things about having a solid social media content plan is that you have somewhere to go, right? So it’s easy to get into a slump with social media where you’re not sure what to do each day, and you don’t see the results and your motivation starts to lag. But when you have a good strategy in place, you’ll know how to plan for each day.

And your to-do list of important tasks is ready to go. And this takes the work out of interacting with your audience. So you can just have fun and enjoy it. And it won’t feel like work at all, but just hanging out with your people at, you know, and that you love that you want to support in your community. And when you’re enjoying what you’re doing, this will translate to better content and more authenticity, which your audience will enjoy as well. So the best way to create daily task lists is to start big and work your way smaller and smaller. Start with the practice goals that you identify and how social media fits into each of those practice goals. And with that, and your content schedule, you can see the milestones that you have to reach into achieve in each day is a step towards each of those milestones.

You may also want to break up tasks and prioritize them. For example, first priority might be posting new content. Next priority might be replying to comments and re following people who started following you. So with leftover time, you might scroll your feed, looking for content ideas, or content to share, or spend time researching your audience. Excuse me, action steps. One, create a weekly plan for each day of social media activity and finish up each session with a list of things to do for next session to get you started. All right, so now I’ve covered most of the essential reasons why you need a social media strategy in order to get results. And the last thing we’re going to look at is how to measure the results of your strategy. So the question is, how do you know if you’re actually making progress toward your practice goals?

Right? Many practitioners don’t even have practice goals nor do they even know how their progress is moving forward. One of the most important advantages of social media strategies that you can set out a plan for monitoring the results of your actions using objective data, and you do this by setting key performance indicators that you can check regularly. For example, if you want to grow your followers, you can check how many times you’ve got new followers. You can set a goal for new followers each week. If you’re looking for more referrals, what will you do to track that? Okay, so this data will tell you whether your strategy is working and if it’s not working what you need to do to shift it and what you need to do in order to improve it, performance metrics can be tracked using analytic tools or a simple in-house spreadsheet.

And there’s programs that monitor these metrics for you, um, and, and set up and create a report for you, uh, that you could download and take a look at. So, um, your strategy also includes documenting your efforts in this’ll help you refine it and make your marketing for your social media more effective. So you can learn from your success. You can learn from your mistakes. You can learn from what worked and what didn’t work, so you can take, make your strategy better and more refined moving forward into the future. And an important factor in social media success is monitoring the improvement and the metrics of the documentation to help you do this action steps, take your practice goal and decide which metrics would help you determine whether you’re reaching it or not choose the metrics and put them into a timeframe or a spreadsheet. So you can measure and see the results regularly.

And look at these metrics, the tools, and choose which ones to use, start with a free ones or popular ones, and easy to use programs and upgrade with them as you needed. Okay. So I hope you that received some insights today. And if you’re ready to start implementing more practical steps to help you develop a comprehensive, manageable and motivating social media strategy, that delivers results reach out to me. I have a program that I’m launching over the next few weeks. So these are tips are just the starting point for you to help you focus, to get motivated for that. So if you’d like to learn more, um, I’d love to have you reach out to me. My email address is Jeffrey, J E F F R E y@acupuncturemediaworks.com and, uh, just shoot me an email. Let me know that you’re interested in learning more about social media marketing and how to implement strategies into your act, do acupuncture practice. So thank you again so much for the AAC for allowing me to come here yet again, to share some insights and marketing with you and next week, join us when Poney Chiang comes on board and share some insights and some inspirations with you. Take care, stay beautiful. Talk to you soon. Bye. Bye