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5-Step Checklist To Simplify Your Marketing – Jeffrey Grossman

 

 

“…you’ve got to figure out ways to consistently attract new patients and systematically, keep them in care and to have them really understand what you do and what you offer and how you could help benefit and support their life and wellbeing.”

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 thanks to the American Acupuncture Council, once again for inviting me here to share with you some insights about marketing and growing your practice. Our main focus when we are an acupuncture school is to learn about the theories, to learn about the points, to learn about the cupping and the GWAS shop. And we hardly get the foundations of what we really need in order to build a successful and thriving practice. And it doesn’t matter if you are the best diagnostician or the pulse finder or the most amazing wash Shaw giver. But, you know, you’ve got to figure out ways to consistently attract new patients and systematically, keep them in care and to have them really understand what you do and what you offer and how you could help benefit and support their life and wellbeing. And this is the reason why I’m excited to be hosting this web class today, which is called the five step checklist to simplify your marketing.

So welcome. My name is Jeffrey Grossman. For those of you that haven’t met me before doing videos. I’m the founder of acupuncture media works and Acu perfect websites. We’ve been creating patient education and marketing materials for acupuncturists since 2002 building websites for acupuncturists since 2010. And I started my practice in 98 and I had incredible struggles and trials and tribulations like many of you have had and may be having right now. And I had no business savvy or no marketing knowledge. I had to start from scratch. So there was a big problem. I realized that I wasn’t given the tools to really properly educate, communicate, overcome objectives, market my practice, close the sale and, and all those things aren’t involved with creating a really successful business these days. So I decided to start the companies that I have now to help other practitioners build their businesses and to help you understand what it takes to actually create a successful acupuncture practice.

We are healers. We change lives. People need us every single day, especially now, but many people don’t really know about our services let alone that you even exist, right? So I want to help you change all that I want to help you get more people on your table. I want to help you be seen and be heard and to ultimately to bring people into your practice so you can make more money, help more people, and even have more free time in your life. So I want to remind you that you’re never alone. Then I’m here for you. My team is here for you. And at the end of today’s talk. If you feel like that, you need help getting set up or becoming focused. You need a little more motivation. Please feel free to reach out to me. Uh, I reach out into the comments below this video.

I will respond to those comments or you can reach me at Jeffrey, J E F F R E Y at acupuncture, media works.com. Um, and one last thing is, um, I put together a detailed report for what’s working now with the recommendations and how you can make it work for you for your practice to get more people on your treatment table. It’s a 15 page resource that you’ll find invaluable. And I’m going to give you the link at the end of today’s training, because if I give it to you, now I’ll lose your attention. You’ll go get it. And that’s it. So just one or two things from this ebook that I put together that you put into practice can actually change your practice and make all the difference. So let’s just jump in right now to the five step checklist to simplify your marketing.

And the first thing I want to get across to you is that no matter how large your business is no matter how great their product is, it can always fail these days. It’s not enough that you just have a great product or a huge business. What truly matters is that you have a consistent way to attract and convert prospects into patients, right? So tell me if this sounds familiar, you hang your shingle and you hope that patients pour in, nothing happens. You offer great services and you hope patients continue care. They fall out of care. You help people, you help them get well. And you hope that they refer others and no referrals happen. And unfortunately, many practitioners think that their service and their care and their clinic can simply magically sell itself. And that’s not true in order to be successful these days, you need to have a, what is called an effective funnel, right?

And this is set up with three different stages for building patient relations. And that’s what you’ve got to do in your marketing is to build these relationships. The first stage is curiosity. The second stage is enlightenment and the third stage is commitment. And I’m going to briefly review those before we jump into the checklist with you. And it’s important to understand this process because the goal of any funnel, the goal of any sales process is to walk patients through each of these phases, to peak their curiosity about you, to enlighten them. So they want to learn more about you and then to get them to take the next step and make a commitment to begin care with you. So let’s just dive into that real fast, um, stage one, the curious curiosity stage, and this begins with a subconscious process that identifies whether or not, um, you know, P you are able to enhance a prospect’s life.

It’s basically a snap decision that Selah makes about a product or a service or a brand, and how people, how you, your services are viewed to help people survive and thrive. Right? This is the stage where people are making one of two choices, right? They want to learn more about you to take the next steps, or they’re going to ignore you and walk over wet way. It’s like sorting through your mail, right? You scan through thousands of collateral every day in your mailbox, in your inbox. And the majority of that gets discarded, right? And these, and some materials go into the key file. Some materials go into let’s review this for later on. So you either keep what appeals to you or you discard what doesn’t. And for us, the goal is to get people to want to learn more about you, as opposed to just walk away, right?

When it comes to marketing, there’s a number of ways that you can peak people’s interest and entice them to want to learn more about you. And when it comes to marketing, it’s your headline on your website? It’s the subject line of your email? It’s the title of your lead magnet? It’s your elevator pitch and a thousand other things that you need to express how you can help people immediately. They want to know what’s in it for me. So, you know, they want to know, um, you know, um, what’s in it for them in order to take the next steps in starting and building this relationship with you. And the point is that if you don’t tell someone how you can help them survive and thrive and overcome their problems right off the bat, on your headline, your email, your subject line, whatever that is, they’re going to discard you and walk away.

So curiosity is what gets a person to start to notice you, and to begin to pay attention with what you have to offer. And this can be a one-liner on your website, titles of your posts, titles of, of, of your email address of your emails and things like that. So this is where people get their, you get their attention. And then the next step is to get them to learn more about you, which is the enlightenment stage. And curiosity. Again, people are paying attention to you. Enlightenment invites them into a relationship. And this is where you begin to build trust. This is where people begin to take you up on your offer. This is when they realize that you have the solution for them and think about this, right? How do, how does what you offer solve? The problem that your prospects and patients have?

You can sell a treatment to resolve stress, but how does it work? You can sell a cure for menopausal symptoms, but how this is when you enlighten them as to how, what you do works and can help them alleviate their biggest problem, which is the reason why they come and seek you out for care. When you enlighten people, you help them to see clearly how you and your services can help solve their problems. So there’s a number of ways that you can enlighten your prospects. You could have enlightened them through a lead magnet or a live or online event, or a trading, a long form sales letter, or landing pages and email secrets, or even in video. Okay. So ask yourself is your marketing campaign, piquing, your prospects, curiosity, right? Getting them curious about you, and then in lightening them as to how you can solve their problems, right?

And how you can help them thrive and improve their lives. So now that you’ve built the trusted relationship by stimulating curiosity, and then lightening them, you then have to ask for their commitment and getting patients to commit to care. This is the Holy grail, right? And it’s relatively easy to get patients in, but it’s a whole different story when it comes to getting them to commit to care plans. And there’s two reasons why prospects may not commit to care and why they fall out of care too easily. One is that you may have asked for their commitment to early in the relationship, right? This happens when it’s clearly too early. When, you know, before you’ve really laid the other foundations out there before you’ve gone through the curiosity and enlightenment stages. And we’re all guilty of asking our patients to pay us for care before we get them to recognize and interest us with their care.

It’s like asking someone to get married after you meet them once or twice, right. It takes time to properly cultivate the relationship before you are all in. And second reason why patients don’t commit is simple. You just don’t ask for the sale, right? And this is all too common in my friends asking for the sale feels too smarmy for many of us introverted types, right? But the sale will never happen if you don’t ask for it. And I’m very familiar with this scenario from working with hundreds of practitioners over the years, the majority of them felt uncomfortable asking for the sale, asking patients to commit to long-term care. And I get it. I did the same thing. It was hard for me to ask for this LTU because I didn’t want to get rejected. I didn’t want to come off as, as salesy and pushy.

And I understand where you’re coming from. If that’s relates to you, but peaking our prospect’s curiosity and gradually enlightening them to, uh, to them greatly increases the chance that they will commit to care with you. So you have to invite them to commit at the pace that feels natural for any healthy relationship in order for it to form properly. So people don’t want to be enlightened about something until they’re curious about it. And until they are enlightened about how you can help them survive and thrive and overcome their problems, they will never commit. So you’ve got to progress them through each stage in the correct order. And here’s a couple of examples of getting, um, uh, commitment. Okay. So one, you can ask people, you meet at a health screening to come in for stress reduction treatment, or having a schedule now button on your website, or a call now button on your website or asking for their commitment straight.

When you deliver your patient’s report of findings to them, sales, email campaigns. And even there are specific conversion tactics that you can employ to get people to commit to care all this information. It can be found in a really great book that I came across, uh, by Donald Miller called marketing made simple. It’s a great book. If you haven’t seen this book or came across this book, check it out. Um, it can really enlighten you, um, about different stages of growing your practice and different aspects of moving patients through these, this, this curiosity, enlightenment and, um, and commitment phase. Okay. So as we move forward, there’s four things that I want you to keep in mind. Okay. And these, if you don’t get anything out of today’s training, just ask yourself these questions. Does your website or your emails or your conversation with patients peak their curiosity.

Okay. Are you earning your prospects and patients trust by enlightening them about how you solve their problems and how you help them thrive? Not somebody else down the street, how you can do that. And are you inviting prospects to take the next steps to schedule a call with you? Okay. So keep those in mind. I think I said there were four of them. There’s actually three of those. So if you know, hopefully you have answers for those three questions. I just put out to you. If you don’t feel free to reach out, I’d love to help you formulate some answers and some conclusions about that. So let’s talk about the, um, the, the five pieces of your, uh, your, the five checklist to help simplify your marketing. But this should really be called the five pieces of your marketing funnel. And I knew that if I called it a funnel, many of you don’t even know what a funnel is, except something that you could use for baking or cooking or pouring liquids into things.

But, um, I want to enlighten you about this because there’s five parts of, of, of, of, of a simple marketing funnel. And they all incorporate that curiosity, that enlightenment and that commitment phase. So, um, the five components that I’m going to briefly talk about here are a one-liner part of your website, lead magnets, nurture email campaigns, and sale email campaigns, and all of these elements work together to guide that potential prospect through the relationship phases that we just talked about. So your one-liner is what starts to build curiosity, right? And then you move that potential prospect through this enlightenment phase, um, onto your website, your lead magnet, or your nurture mails. And finally, you’ll ask them for a commitment using a sales and email sequence. So checklist number one is to create your one-liner okay. And there’s a couple of parts to creating your one-liner.

And this is a concise statement that clearly explains what you offer. And this is a powerful tool that you can use to make potential prospects curious about your practice. And it’s composed of three parts it’s composed of the problem, your solution, and the result. So part one is the problem, right? You always have to start by describing the problem that your product or service solves a clearly stated problem creates curiosity in what you have to offer. And it’s what helps potential prospects decide whether or not that you could help them survive and thrive and overcome their problems. So, for instance, the problem is that people are in pain, or they want to start a family, or they are wanting to get be less stressed or have a more robust immune system. And these are problems that your prospects may be contemplating and dealing with. And the first thing that you need to do is to identify the main problems that your prospects may be suffering from and are seeking relief for.

And this is usually done when you develop your ideal patient profile. So what kind of problems can you solve to help alleviate the pain points that your patients are feeling and experiencing? Okay. Part two is the solution. Once you define the problem, you’ve got to connect the problem with your solution. For instance, if you’re going after people who are looking to get out of pain, what is the solution that you offer to get them out of pain that somebody else does not right? Is it the special lasers that you use? Is it a Dr. Tan treatment that you offer? Or can it be the herbs or the poultices or the topicals that you use? What is your solution to help them achieve the solution that they are looking for? Okay. And your solution needs to be different and distinct from the acupuncturist down the street, right?

This is your unique selling proposition. This is what sets you apart from your competition. Okay. Part three is the result, right? This is where you have to explain the benefit or the outcome that your prospects will receive during using your services. Right? You need to get crystal clear on how the prospect’s life will be improved when they use your solution. When they choose you, when they choose your services, right? Will they be able to pick up their child? Pain-free um, you know, because there are no longer, they no longer hurt, right? Will they ever be able to avoid COVID or the common cold, because they’re receiving special immune boosting treatments from you, will they be able to finish their next triathlon because they’re need no longer hurts? What result will you be offering? Can you provide that? Another practitioner can not. Okay. So together part one through three that we just talked about, help you define your one-liner.

And here’s a couple of quick examples. Um, most couples trying to have a child are stressed. When you think about fertility treatment at Joe’s acupuncture, fertility clinic, our fun and welcoming clinic puts at ease. So they aren’t stressed, enjoy their treatments and create happy and stress-free families. And another example is many practitioners feel overwhelmed when starting or growing their practice. Acupuncture media works. We dispense hopeful advice, proven tactics and successful marketing strategies. So you can confidently take action to move your practice forward. So once you refine your one-liner use it everywhere, put it on your business card, um, front and center on your website, uh, as your email signature printed on your wall of your clinic, you know, use it in your profile descriptions on your social media accounts, anywhere you come up with, put your one-liner okay. Check list. Number two is to wireframe your website.

Once a prospect is curious about your solution, they need an opportunity to learn more about you, right? So these, these days, the best place for people to do that is your website, right? If you’re lucky enough to have a landing pages on your website, which are powerful tools, could, that could be used to enlighten prospects on how you can help them. So this is, is when you enlighten them, how you solve their most pressing problems, right? This is where that enlightenment part comes in. This is where that, that light of, Oh, I see how Jeffrey can help me with my headaches clicks on and patients. And they begin moving down that path towards trust, towards commitment, because you enlighten them a little more. So there’s, um, there’s a couple areas on, uh, you know, aside from this one liner at the top of, you know, your website and everywhere else that you could put it, it’s gotta be highly visible.

There’s no set order for these sections. And, um, uh, you, you know, but you’ve got to just make sure that you express them somewhere when somebody hits your website, that they can see that, okay, check list, number three, build a lead magnet. And most people that visit your website are unlikely to return if they don’t take an action step right away. So a lot of them will quickly forget about your practice and when you have to offer. So it’s essential that you have a mechanism for capturing contact information and prospects. Most visitors don’t want to share their email address. So you’ve got to come up with like a strong incentive or a bribe that we call it in the industry. Something, um, you know, that will get them to, if they’re not ready to schedule or call right away, that, that it take, gets them to take action in a free guide or a PDF or a video series about acupressure or some product samples are really good.

The magnets. Okay. So a couple ideas around lead magnets are like five mistakes. People make trying to boost their immune system, seven things to get right before you start your fertility treatments, learn the three most powerful acupressure points to eliminate headaches for good, et cetera. So those are some ideas, um, the different types of lead magnets that you could start employing in your practice. And once you create a lead magnet and you need to start promoting it, okay. So consider creating an advertising budget on Facebook and just driving traffic there. Checklist number four, four is to create a nurture campaign and this nurture campaign nurture all the leads and all your prospects that have opted into your funnel, right? It delivers continuous value and fosters a deep relationship with your prospects over time, right? Maybe they’re not ready to schedule right away, but, uh, but they are reading your emails or they’re aware that you can help with this condition and that condition because you send them an email or content around that.

So, um, you know, so that’s important to have a specific email nurture campaign in place that helps stimulate awareness and the talks about the depth and the breadth as to what you can do and how you can help your prospects. Okay. And checklist number five is to make sure that you have a plug in sales camp and a sales campaign basically closes the deal, right? So you, you, you, you, it’s what you, the nurture campaign adds value as content builds trust, but a sales campaign is focused on getting people to schedule. Okay. And that’s all it really is. It’s simply about getting clear on your product or your services that you’re trying to sell and creating a campaign and emails, literally emails around that, that go out that are asking to get people to commit to care or asking them to actually literally come in, are actually asking them to call you.

So, the first thing to do is to set up your lead magnet. So you can start attracting, interested, interested prospects, write out your nurture campaign to nurture them on the backend, and then keep continuing with them ways to add value and insight and inspiration, and then wrap it up with a good, um, good sales emails that really speak to them in the language that you’ve been talking to them about. Um, and, um, and can help solve their problems. So, um, couple of things, before I go is keep this in mind. Right? What problems do you solve for your prospects and patients, right? What will your prospect’s life look like after they come see you? How would their life be different? How are their life be better? What will their, um, you know, what will their life look like if they didn’t come see you? And what does somebody need to do next in order to take the next steps with you, right.

Schedule or call and so on. So those four questions are really important to consider. Okay. So thanks for joining me. Thank you, AAC for inviting me back here. If you guys, hopefully you guys received some inspiration, some insights today, uh, courage you to reevaluate your plans and make some actual strategies and yeah. And get out there and make marketing happen. Okay. The world needs more practitioners like you. And if you’re interested in sending up like free 15 minute mentoring and discovery, call shoot an email at Jeffrey, J E F F R E Y at acupuncture, media works.com and say, you know, free mentoring discovery call. I’ll get back to you as soon as possible. Um, and for those of you that are interested in the ebook that I put together called the, um, resetting your practice for 2021 and how to get more patients on your table, you can go to Acumedia, A C U M E D I A.US/reset2021.

So it’s www.Acumedia.US/reset2021. I will take that link and put that below here. And you guys are awesome. You know, the world needs you. And I just want to leave you with this one, thought that on the tip of every single insertion you do, and every single needle you do, there’s an angel. So you are changing lives for the better with those angels on the tips of your needles. And that was something that one of my teachers said to me back in the day and still resonates with me. So stay beautiful. You guys are awesome. And thank you so much for the AAC for inviting me back here to discuss yet some more marketing materials with you.

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Simple Email Strategies For Every Acupuncturist – Jeffrey Grossman

 

 

“we weren’t really given the tools on how to effectively market and grow our practice. So that’s what I’m here to do. I’m here to spend the next 20 minutes or so with you to share some insights about how you can do just that.”

Click here to download the transcript.

Hi folks, Jeffrey Grossman here, and I am really glad that you are joining me here. And I’m really grateful for the American Acupuncture Council. We yet, again, to invite me for an opportunity to share some business and marketing with you, I’m thrilled to be back here to share 20 minutes of insights and inspiration to help you build your practice, um, and to attract more patients and to really tap into the tools that we weren’t really given when in acupuncture school, we really received everything that we needed in order to grow our practice. We were given all the tools, all the know-how, all the insights and all the wisdom to be amazing pulse diagnosticians and tongue, tongue readers, and pulse readers. But we weren’t really given the tools on how to effectively market and grow our practice. So that’s what I’m here to do. I’m here to spend the next 20 minutes or so with you to share some insights about how you can do just that.

So, um, you know what we’re going to be talking about today, we were talking about a couple of things that some of you might not think are appropriate. We’re going to talk about email marketing, but I want to hear me. You, I want you to hear me out as we talk a little further, I’m going to lay out the facts as to why email marketing should be important and incorporated into your marketing strategies. And at the end of today’s training, I want to give you a link because I know that if I give you the link now that, um, you’ll go ahead, I’ll lose you, you’ll download it. And I want you to stay focused with me because our time together is really important. So I want to give you a link to an ebook that we just released. Um, um, uh, it’s called resetting your practice for 20, 21, how to get patients on your treatment table.

So if that’s okay, just stick with me at the end, I’ll get that link for you. So welcome. My name is Jeffrey Grossman, though, for those of you that don’t know me, I’m the founder and the owner of acupuncture, media works and acupuncture websites, and Accu downloads 2.0. So I started my practice back in 98 and I struggled just like many of you did back in the days. My background was as a graphic designer. And, um, and, uh, that was what the world that I was working in before I became an acupuncturist. So when I became an acupuncturist, I realized that like, there weren’t enough tools for me to help me grow my practice. I didn’t have the know how to grow my practice. I didn’t have the skills, the techniques and the insights on how to make that happen. So I, I sought some help.

I actually started coaching. Um, I paid about 15 grand to work with, um, a chiropractic coach to help me maximize my patient communications and my marketing strategies. And it paid off in spades for me. So it was one of the best things that I ever did. Um, I just want to just encourage you guys with the fact that marketing is important. And the idea is that in order to grow your practice, you need new people coming in. Therefore you need to have tap into these ideas and these skills and these insights that I’m sharing with you and that the AAC brings to you on a weekly basis. So you guys are an incredible resource. People are looking for you, especially now. They want the type of healing that you offer, right? They want something safe. They want something natural. They want something that lets them feel less anxious and more balanced. And this

Is what you have to offer. This is how you,

As an acupuncturist, changes lives, and people need you. They need your services, but a lot of people don’t know that you exist. And that’s what I want to do is I want to help you get more people in your treatment table. And that’s what these talks are all about us to help you be seen, to be heard and ultimately to bring people into your practice so you can make more money, help more people and change the world. One person, one needle at a time. So if at the end here, if you’re interested in learning more, if you need a little bit of hand holding some help, I’ll, I’ll give you, um, uh, an email address at which you could reach out. And, and, and, you know, if you’re looking for some support, please feel free to reach out to me. So there are more opportunities than ever right now for you to be tapping into growing your practice, especially now, especially now that we’re many of us are working from home and we have to reinvent ourselves.

And one of the easiest ways to do it, excuse me, is what I’m going to be talking about today, which is using email marketing, right? So, um, um, you know, one or two of these suggestions that you come up with in the ebook that I have for you at the end today, that you could download and even in today’s training, could that you put them into use, can make a massive change and a massive difference in your practice. So, today what I want to do is I want to talk to you about, um, a resource that is such an easy tool to use in your practice. And most of us use it every day. All of your patients have access to it and those kids, they probably use it too, right? So this is about tapping into the power of it and to grow your practice.

And I’m sure that when I talked about email marketing and using emails in your practice, I heard a universal grown, right? And, um, I heard people saying that, Oh gosh, email marketing. There’s no way I’m going to be using that in my practice. So sending emails is one of those things that every practitioner should embrace, whether you’re an acupuncturist, a dentist, a chiropractor, massage therapist, or even a big box store, everyone is using emails these days to communicate with your audience and it should be a priority for you in your practice. And here’s a couple of reasons why it’s important. One, it allows you to reach more patients in real time, right? It’s affordable. It keeps you on top of mind awareness within, um, it’s personable and it can be action oriented and you can see results almost immediately after you send out that email.

So think about your own experiences, right? You have email how your friends and family members have emailed. How many times do you check your email out every day? Right. Do you know anyone who doesn’t have an email address these days? Okay. So it’s here to stay and email us something that you need to embrace in your practice. And when you approach email marketing, um, there are a couple of things I want you to consider. Um, and a couple of things to think about when you formulate your emails and your plan to make that happen is the first thing to think about is why are you emailing them, right? What do you want to get across to them? What kind of message are you sending? And what do you want people to know? Okay, these are all important aspects. When you sit down to draft your emails or when you sit down and, and, and, and, and think about what you want to, what kind of messaging and what kind of things you want to get across to them.

It’s important to think about that first. Why are you emailing them? What do you want to get across to them? What’s the message. And also what’s the next step that you can get across to people, uh, to, you know, how can you get them to take the next action? Okay. So you got to have a valid and valuable reason that would motivate them to take some form of action in an email. And I’m going to review five types of emails with you that you should be sending to your patients on a regular basis. And these five emails are the perspective, email, the offer, email, the newsletter email, um, add the benefit email and the simple email, right? And I’m going to talk about each of these five briefly. Um, so let’s talk about the perspective email. This email is designed for you to offer, uh, your, to offer your take on a relevant and trending topic, right?

So the key to this email is not to chime in, um, every time there’s a celebrity gossip or a story or a new figure that are released in the economy. This type of email should be commentary, right? And old area areas that can imply expertise. And when things are relevant, like if there’s, uh, some information about acupuncture and immunity, that’s relevant for today, acupuncture, anxiety, that’s relevant for today, acupuncture for alleviating low back pain from people working from home and sitting in their chair all day that’s relevant for today. So think about how you can chime in to what is on people’s minds these days, and how to make it relevant for them in one of your emails, a couple of tips to consider are be current, okay. Make sure your content is based in today’s right. Think about what your audience or in this case your patients are going through.

Now what’s on top of their mind. What’s their most pressing concern. When you tap into that, you can talk to them and tap into what’s on top of their minds. It’s the what’s in it for me syndrome, right? People want to know what you could do for them. They don’t. They like to understand about all the cool things that you have to offer, but what they really want to know is what’s in it for me, what are my benefits? Okay. Therefore you need to play into their current state of mind and to get that information out to them. Next thing to do is to be factual, okay. Facts for, from up belief. And they can be very important when adjusting people who may not have all the same views as you do. So when you use facts, people can rely on the idea that they are rooted in truth, and that the, they may be more inclined to move closer to your beliefs.

And then the other thing about making stories relevant or emails relevant is to share stories from your perspective. There’s a saying that facts tell and stories sell. So people learn through stories and it’s part of our DNA. It’s what we want. And we really can learn more when things are given us in story form. And when we facts into a story, when you re read the relevance of a study or a program or something, or, or, or research into an email, um, it makes your story more relevant, excuse me, and, um, and gives you a better perspective that you’re talking on it with that topic. Okay. So the next type of email that you should be sending is the offer email, and everyone loves a good offer, right? So that’s why sending out an offer email can bring in inactive patients and prospects. And this email is perfect.

When you have a, a new therapy, a new technique, a new topics to talk about new research that you just unearth new products that you’re carrying or whatever it is when you have something that you want to offer, this is the perfect type of email to get out there. So there’s a couple of types of offers that you could be doing, which is one is a test drive offer. Okay. The test drive offer is exactly that. It’s exactly what it sounds like. Letting people come in to test drive a therapy or a service before they buy it. And before they sign up as a new patient, it’s getting them to take step foot in the door so they can learn about you learn about your offer and then take the next steps, become a full fledged pain patient. The next type of offer, um, is a solution offer.

Okay? And this offer provides answers to people’s most pressing problems, and it can be very powerful and invites people into your clinic. They get them clarity on a particular condition, right? So your offer could be, learn five ways that acupuncture can alleviate headaches or migraines, or, um, you know, it could be come in to get a seven point, you know, back paid assessment exam. Okay, whatever your offer is, what solution are you offering for them? Um, that, you know, that, that th that might be on top of their mind, right? Anxiety come in to receive a two point acupuncture, anxiety, and stress reduction, treatment data solution, you’re offering a solution to anxiety. Um, and that could be part of that email, the other type of offer that you could be offering as a stress reduction offer, and this offer, it does what it says, right?

This is one of my favorite offers that I’ve done in the past. Um, I’ve used it for all of my health fairs. And, uh, as, as a marketing tool, for me, basically offering an acupuncture, stress reduction treatment, um, and who doesn’t have stress these days, right? So the stress reduction offer is perfect to get people to come in for a free or reduced rate stress reduction offer, and that’s pretty straightforward. So those are the different types of offer emails that I feel are important. The test drive offer the solution offer and the stress reduction offer. Okay. So the next, this type of email that you should be sending out regularly is the newsletter, right? So if your practice doesn’t currently send a regular newsletter to your patient base, consider starting one. Okay. It’s um, massive missed opportunity. If you overlook any type of email for that matter, specifically, if you overload, overlook the idea of sending out, um, monthly newsletters.

Okay. And I’ve said it before, and I’ll say it again. Um, it’s important to stay in top of mind awareness with your patients. And, um, you know, it’s all too easy to have patients fall out of care, simply because they were, you know, were feeling better and they just forgot about you. Life happens, they just get caught up in it and they feel good. They forget about you, but I’m not receiving a monthly newsletter or an email from you for that matter puts you back in top of mind awareness. So when they need you next time, they’ll remember where to turn because they understood, or they read an article about how you could help with XYZ condition, um, um, in that way. So hopefully that makes sense. So a monthly, quarterly, or even an annual email newsletter give you the opportunity to share important information and remind patients of the practice.

And of course, you know, keeps you in top of mind awareness. So here’s a couple of things to consider when you put together your newsletter. One thing you could talk about is discussing your practices outreach, or any sponsorship or any type of community involvement. You can highlight any new clinic changes or a new staff members that you may be brought on announced marriages or new babies or new grandchildren, whatever that is. So talk about a new line products or new services that you’ve added. You can highlight condition, specific information. You can obviously always request referrals and online reviews with every type of email you put out there, especially with your newsletter. You can also address seasonal health concerns like or sports injury, or immune acupressure routines and things like that. Um, you can remind and encourage people, um, you know, about good healthy habits. And of course, when you use any type of email, especially your newsletter, you need to promote it, um, on your social media channels.

Okay? So there’s so many topics that you, as an acupuncturist can talk about in your newsletters. There’s no lack of content that you can put in your newsletters, but if there’s any type of email that you should be doing consistently is the newsletter email, and the other type of email that you should be putting out there of course, is the benefit and tips, email. And this type of email never gets old because as long as you can talk about new benefits that people can receive and tips that can help your audience, there are always people who want to hear them. So it’s all too common for practices to make the mistake of talking about how amazing what you do is, and how awesome the thing that you have is while you’re excited about it. Um, you know, you, you know, about the latest, cool thing that you do.

Some people might not care, right? People care again about what’s in it. For me, it’s the, what’s in it for me syndrome. People want to know what they can get out of it, what are their benefits? Okay. And, um, it’s always good to start with that in mind. So here are a couple ideas that you could be using, how to end back pain once and for all three simple techniques and, um, two acupressure points you could learn in the comfort of your home or suffering from depression. Here are three supplements that you could use in two powerful acupressure points to help or seven tips to supercharge your immune system. All right. So I’m not sure if you’ve opened emails that talk about X number of tips or ideas or whatever it is. And, but people love learning from emails like these people. And there’s a couple things I want you to consider when you put out these what’s in it, the, these, um, these emails considering your patient’s view of what’s in it for them.

Okay. Is it new? Is it useful? And is it beneficial? Okay. So is it new, given your topic? Is there a new angle or twist on it that you could take? Is there an update or a surprising bit of news that you can share? Do you have something that other people don’t know about yet or something that you’re the other one in your town that’s using, right. Something that your audience hasn’t heard or considered yet that’s about being new. Is it useful given your topic? Is there an application that your audience could use, right. Can you help them sort through or think through a common problem in some way, do you have a solution to something that they face and is it beneficial? Right? So again, given your topic and more importantly, given what keeps audience up at night, what is it that you have that will help them, right?

What is it about your topic that will benefit your audience? Is there a silver lining for them? Is there a net gain for them? How will, what you offer them, change their lives. And finally, the last type of email that I want to talk about is the simple email. So this is such a simple email. I send these out periodically and I’m amazed at the responses I get, and this is the type of email that can get your patients back in care pretty quickly with just a couple of sentences, even it’s so simple, but it works. And, um, it’s short, it’s sweet. And it’s getting an interested party to take notice. So here’s the framework. You have a simple subject line, something like patient’s first name only. So it would say like Jeffrey, right, or something like patient’s name Jeffrey. Can I share this with you?

Okay. One email that I’ve sent to other practitioners is, Hey, Jeffrey, are you looking for new patients? And that got me a ton of responses. And as you can imagine, most practitioners are looking for new patients. So emails like this with, um, curiosity, uh, subject lines, really pique people’s interest. They’re short, they’re sweet they’re to the point, and they get people to take quick action. So first think about, on your patient’s mind right now, right? Is it stress? Is it good health? Is it immunity? Is it better sleep? Okay. So what do they want to learn about where are they at with that? So send off a couple emails, says, Hey, Jeffrey, do you want to learn about better sleep? Hey, Jeffrey, do you want to learn about four points for immune health? Hey, Jeffrey. Um, do you want to learn about, um, you know, uh, five ways to alleviate your back pain?

Okay. So I want to run down a couple of examples of, of, of what the, the S the copy itself could read, like super simple stuff. Okay. Really, really easy. So it could say, Hey, Jeffrey, um, Hey, Jeff, you want to learn about immunity? Question Mark. That’s a subject line. And then the copy of, of, of, of the body, of the text of the email, if you’d be like, Hey, Jeffrey, can I share these immune points with you? These are two acupressure points that alleviate immunity. Um, if you know, um, if you’re interested, just respond to this email and I’ll get right back to you as soon as possible, that’s it? That’s really simple, right? Hey, Jeffrey, I’ve got two acupuncture points to share with you about better sleep. Do you want to know about them? Or, you know, that’s it, you know, so, um, that’s all you’ve got to do for those emails.

Okay. So, Hey, Jeffrey, are you still interested in getting help with back pain or learning how to boost your immunity or getting help with insomnia? If so, respond to this email and I’ll reach out to you as soon as possible your name, that’s the email, like three sentences at most, and that’s it. So people will get back to you. It’s almost like these emails work like magic. And if you haven’t sent an email like this one before, try it right. And let me know what kind of response do you get? You’re basically checking in with them, nagging them as really simple offer. And it’s one of the easiest emails to really send out. And I wouldn’t be doing you any justice today. If I didn’t mention that these other types of emails that you should be sending, like the missed appointment, email, the follow-up email of the reminder and confirmation emails, happy birthday emails. And of course the, please give us a review email. Okay. So I hope that helps.

 

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Reset Your Practice for 2021 – Jeffrey Grossman

 

 

And today I want to talk with you about a few things that are going to be helped. Put patients on your treatment table. When we were in acupuncture school, many of us were not really taught, um, how we can build our business and how we can grow a 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 business and marketing insights with you. Thank you. The American Acupuncture Council for inviting me back to help talk about building your practice in this day and age. And today I want to talk with you about a few things that are going to be helped. Put patients on your treatment table. When we were in acupuncture school, many of us were not really taught, um, how we can build our business and how we can grow a practice. And we seldom received the foundations of building a successful practice and how we can keep patients coming in. You can have all the know-how in the world, but if you don’t know how to consistently attract new patients and how to systematically keep your patients in care, then all the herbs, the points, the prescription, the tongue diagnosis, all that know-how, won’t be much help.

So this is the reason why I’m excited to host this web class about how to reset your practice for 2021. What’s working now to put more patients on your table. So welcome for those of you that don’t know me. My name is Jeffrey Grossman and I’m the founder and owner of Acupuncture Media Works, Accu Perfect Websites and Accu downloads. And I started my practice back in 1998 and had a lot of trials and tribulations and many struggles. And I basically had no business or any type of marketing savvy. And I had to start from scratch like many of you guys listening today. So I noticed that when I was in practice, I had a problem knowing how to market my practice and properly communicate to my patients, because all I wanted to do was to treat people and not to market to them. But the struggle that I faced took me down the path to create companies that I run today.

And it’s a longer story. And I’ll reserve that for another time. So what I want to do is to remind you that we, as acupuncturists are an incredible resource where natural healers, we know how to get people to feel balanced, to feel healthy. We know how to help people using safe and natural methods. And we change lives, right? We help, um, help w we people want our services, right? And they need our services. But a lot of times people don’t even know that we exist. Let alone know that we can treat this vast array of conditions that we can work with. And I want to help you change that. I want to help you get more people on your table. And that’s what these talks are about. They are here to help you be seen. They’re here to help you be heard and ultimately to bring more people in your practice so you can make more money and help more people.

And I want to remind you that you’re never alone. I’m here for you. And at the end of today’s talk, if you feel like you need help getting set up or becoming focused, or if you just need a little motivation to move forward, please feel free to reach out. And I will share some information with you on how to do that. So I’m here to help you give you a fresh perspective, 2020, and COVID changed how the public thinks about and looks about looks for health solutions. There are more opportunities now than ever to help more people, because you have to understand what people are looking for now and the best way to present it. And I want you to have the latest updates and research. So I created a detailed report for what is working now and any recommendations for you, how you can make it work for your practice and get more people on your treatment table.

It’s a 15 page resource, and you’ll find this information invaluable. And I’ll share that link for you at today’s training, uh, at the end of today’s training. So you can actually download that right away. So I want you to use, today’s talk. I want you to use the ebook that I’m gonna share with you as a resource to reset your practice, because just one or two of the simple changes that you pull from the top or from the ebook can make all the difference in your practice. Okay? So let’s jump right in content marketing. What is it? And why should you care? So content marketing is a proven business strategy that brings you more ideal patients without the expense of advertising, but helps you build trust and establish personal connections with patients even before they come into your practice with content marketing, you’re providing value for patients at no cost to them in exchange for their time for reading your content.

And the more time they spend with your content, the more that they will begin to know, like, and trust you. So content marketing amplifies your credibility, your 30, and the desire ability for people to choose you to be their healer. It is a marketing tool for patient engagement, retention, branding, and professional reputation building. And it gives your community an in-depth perspective of how you can help transform their lives for the better these days. The vast majority of Americans seek health information online. Plus we know often people often times find and choose practitioners online. The first place they go to is to Google you and your treatment modalities. And that means if you’re producing valuable medical content online, you’re much more likely to garner attention and authority for you and your practice and to get new patients. So since COVID the average Americans online content consumption has doubled to almost seven hours a day.

And there’s a consumer survey that found that most respondents cited, that they were looking online for personal health and health for friends and family members as their biggest concerns. And they’re looking for answers about their health, how to stay healthy, professional advice on living with a specific ailment and how you may have helped others with their particular problem. So content can take many forms, and here’s what you can offer. You can offer blogs using written articles and patient stories and videos, patient education, videos on your website and on your social media channels, email newsletters, and patient help sheets e-books and PDF reports, uh, live events and trainings on any health condition. So you need content marketing because if you’re a healer, you’re not a sales precedent and the content does the selling for you, right? So here’s a few content strategy that you can start doing today, make sure that your content is compelling enough to people want to share it, right?

So, you know, as you know, your prospects can get a second opinion or forward it to friends. Another thing to do is to post the latest industry news. People expect you to know about medical breakthroughs and how acupuncture can help with this, or how acupuncture can help with that condition. And the other thing that’s really important to do is be niche specific, okay. Have separate content for whatever problems that you deal with most and that your patients are in particular are looking out for. Okay. So I hope that makes sense. Um, and here’s a question that I received a while back from one of my coaching students, and you may have the same question as well. So the question is I’m an acupuncturist, I’m a trained healer, and I’m not a salesman. What is the best way to find new patients to get patients to commit to a full treatment plan?

And that my friends is the million dollar question, right? And there are a million answers to that, but here’s one answer use something that everyone understands and what that is just connecting with your patients through story. I think that you, um, most of you would probably agree that building trust with your patients is paramount in, uh, in with them accepting your care and staying with you for the long-term. And, and you have to build empathy. You have to build trust. You have to build likeability and one sure. Fire way to do that. If I telling stories and the stories that I’m talking about are success stories about how you help people and other patients with similar problems. And when you do this, the sales will take care of themselves. People will read and resonate with a particular patient success story and practically sell themselves on coming to see you.

Nothing is more powerful, right? Patient success stories are the most effective and least expensive ways to find new patients. And they get patients to accept treatment plans. There’s a native American proverb that goes something like this. 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. So the number one questions that your prospects want to know is, can you help me with my problem? That’s it, it really is that simple. They don’t need a medical explanation. They’re not looking for a TCM diagnosis. They’re not looking for you to convince them that acupuncture helps. They need something simple to understand and that they can relate to. And storytelling helps people learn because stories are easy to remember. Um, so there’s an organizational psychologist. Her name is peg new Hauser, and she found that learning, um, which stems from a well-told story is remembered more accurately for far longer than learning derived facts and figures and Jerome Bruner’s, who is a research psychologist also suggested that facts are 20 times more likely to be remembered if they’re part of a story.

So stories boost our feelings of trust, compassion, and empathy, and they connect you with your patients on a whole different level. So when we hear facts, it activates the data processing centers in our brains. But when we hear stories activates a sensory centers in our brains, so here are some things that you could do, right? So have at least one patient success story for every major element that you treat in your practice, give hard copies of those stories to patients, post them in your clinic, post them on your website and use electronic versions of those on social media, blogs, and emails. And also, the other thing that’s really important to do is have a story about why you became an acupuncturist. What was your journey to be the healer that you are today? Okay. And I have a rhetorical question for you. What is the number one way your prospects meet and judge you okay.

Online, especially through your mobile device. So my question to you is your website and content mobile ready. We’re obsessed with being connected with the world, through our mobile phones, many Americans check their mobile devices up to 96 times a day. And that’s once every 10 minutes. And that’s a 20% increase in the last few years. And here’s another disturbing fact that 66% of all Americans check their phones 160 times a day. We are obsessed. It’s really true. How many times do you check your mobile mobile device in a day? So you might be saying to yourself, Jeffrey, I get it. I check my mobile phone a lot of times, but how does this affect my acupuncture practice? Well, the number one, your website must be mobile friendly in this day and age. So given how many people own a smartphone and how often people use their phone, um, to access the internet, it’s really good for business to have a mobile responsive website.

And when we are done here today, um, um, take a look at your website on your mobile device and ask three or four friends to do the same. Ask these questions. What’s how’s it working? What happens when you scroll up and down on the homepage? Is it easy to find your contact information is easy to clip a, cook, a button and make an appointment? Can you find your social media links? Can you schedule or call with one click if I’m ready for an appointment, but what I’ll learn if I’m not ready for an appointment, but I want to learn more about your success in helping patients. Is there good content that is easy for me to find? Do you have content or proof on your blog or webpage that tells me why acupuncture is a good clinical modality. Excuse me. Can I download any digital reports, any newsletters, any patient help sheets, anything that can help me further my knowledge or experience about acupuncture?

Is there a way for people to join your mailing list? Is it easy to find reviews that you have? Is there video, okay. There’s no escaping it. We live in a digital world and both your website and your content must fit into that world. Okay. Or you may be losing patients and referrals every day. Make sense, check your site, make sure it’s 100, a hundred percent mobile ready. If you need a second opinion, feel free to request a free website evaluation. I’ll give you a link towards the end of today’s training, where you can access that free website evaluation. All right. And finally, the number one way to positively positively influence prospects to become patients is with video. I know many of you are cringing with the idea of actually producing videos, but video continues to be one of the most effective elements in a patient digital marketing strategies that we roll into 2021.

And with good reason, because as a visual species, humans find videos, more engaging, more memorable, and more popular than any type of content out there. So video as a means of storytelling, marketing and content is no longer just a nice option, right? It’s a necessity. If you want to increase conversion and exposure, incorporating a video marketing strategy is the only way to go from. I understand that viewers retain 95% of a message when it’s in a video versus 10%, when they’re reading it in text and mobile consumption this year about watching videos on their phones has gone up 100% this year, over last year. And by 2022 videos are going to be more than 82% of what drives traffic to people’s websites. Okay. And if that wasn’t enough, a website is 53 times higher to be ranked on the front page of Google. If it includes a video that’s huge.

When you Google acupuncture in your state, in your zip code, you need to be on that front page. Having video will increase that by 53 times and that’s massive. Okay. So how does this affect your practice? Video is the fastest and easiest way to establish credibility and connection and a 30 and reputation healer. And you might be wondering, you know, do I have to do the videos? And the answer is no, you could have, um, you could use done for you videos. You can outsource your video. You can do audio only videos on top of a PowerPoint, um, and the types of videos that work, uh, um, you know, you also might be wondering what types of videos work best? Well, the answer is that any video is better than no video. So with good lighting using your phone is a great way to do a video.

And the great news is that most videos on Facebook today do not have a video. It’s all audio with images, right? And slides that are, that are rolling across the screen. So it’s not actually you or a person on there. It’s just images. And that’s really easy stuff to create. So using videos for your marketing can take many forms. You could use it, um, as explainer videos or Intelihealth on your website or presentations on educational events or tutorials on how to use these points for these particular conditions or cooked foods for these particular elements or customer testimonials or interviews or product or service videos, or even a live video like we’re doing today. So imagine having one to two minute videos on your social media and on your website, about a few key conditions that you deal with that you can use over and over and over again, to educate patients on the effectiveness of your services.

That’s huge. Okay. You can talk about back pain and allergies and digestive problems and stress and anxiety. These are all topics that you would use over and over again and make sure well, practice more memorable. So dope, intimidated. Your video does not have to be perfect. It just has be honest and sincere. So my hope is that you received some answers and inspiration and insight for what you needed today. And I want to encourage you. If you need to reevaluate your plans and to make actual strategies feel free to reach out to me, I would love to give you a fresh perspective. I, if you need help reach out and let’s just start with a free 15 minute mentoring and discovery call. And all you have to do is shoot me an email at Jeffrey, J E F F R E Y at acupuncture, immediate works.com and I’ll get back to you as soon as possible.

So again, J E F F R E Y at acupuncture, media works.com and I’ll get back to you as soon as possible. You are an incredible resource. You change lives every day, day in and out, and people need you. Okay. So, um, I promise that I want to share with you, um, go download this ebook. This is resetting your practice for 2021. What’s working now to get more patients on your table. I go through a bunch of different topics that really show you everything that you could be doing now in this year to re set your practice, I have to do is go to Accu media dot U S um, slash reset, 2021. Again, Accu media dot U S slash reset 2021. And you’ll be able to access this 15 page ebook that you could use as a resource for this year and future years coming down the line, too.

And for those of you that are interested in getting the website evaluation, um, all you have to do is go visit this URL and, um, request, uh, fill it out, request an eval. So that URL for you are your evaluations, acu.pw/p E P hyphen evil. Okay, so again, a C U dot P w slash P E P hyphen evil that’s for that free evaluation, you guys are awesome. You change lives every time you put a needle in somebody you’re shifting people for the positive. This world needs, you reach out. If you need some support, I’m here for you. I got your back and thanks again for having me, uh, to share some more insights and more wisdom with the AAC on this call today. Take care, stay beautiful. Talk soon. Bye. Bye

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3 Critical Success Factors To Grow Your Acupuncture Practice Now

Hi folks. Welcome. Thank you for joining me here today. And thank you again for the American Acupuncture Council for inviting me back for yet another Wednesday training for you guys. I really enjoy doing this and showing up and sharing this information with you, especially since many of us have not had much marketing and business tools to help us build a solid business.

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.

So before I go further, I want to ask you a couple of questions and you can put your answers to the questions below. Where are you currently in your practice? Where are you going in your practice and what kind of roadblocks are you facing in your practice? Currently, I’ll check back at the comments towards the end. I’ll respond back to you, but I just kind of want to get a sense of where everyone is and what your concerns are. So today we’re going to talk about three success factors to grow your acupuncture practice now next month and beyond.

So the thing is, is that you, as an acupuncturist have so much expertise and the world absolutely needs you right now, probably more than ever before people are suffering and they’re looking for what you have to offer, but most likely people don’t actually know that you can help them with all of these amazing things that you can help them with. So I’m sure you would agree with me that acupuncture and most patients understand that you could help them with pain, right? This is the most widely known use of the medicine to help people alleviate pain. But what about everything else that we could do on noon, support, allergies, support, improving sleep, helping families make, you know, make babies up, reducing stress, alleviate all of those things that people are looking for, but maybe they don’t know that you could do that. So most people are looking for these kinds of solutions, but they don’t even know that you could be the go-to practitioner to help them with what you can.

So how do you make more people aware of what you do and how you, what you could help with? And part of this challenge is that you need to put on your business person cap and get out there and do the work of marketing your practice, especially in these times, especially in slow times, because if you’re not out there marketing and staying in top of mind, awareness with your patients and your prospects, someone else is. So it’s really important for you to figure out how to remain and maintain and get out there and be in top of mind awareness. When people think about allergies, they think about you. When they think about immunity, they think of B, they think about you and what we’ve been sharing all of this time, all of these weeks for the AAC are the different tools and tips and strategies to give you options and marketing strategies to grow and build your practice.

Um, but before we go any further, um, before we, you know, get into marketing, you need to know that your practice, your business needs to be rooted in a solid foundation of proper messaging, business modeling, service offerings, pricing, fees, and systems. And when you have all these things in place, you’ll stand out from the friendly neighborhood competition and position yourself as the go-to acupuncturist in your community. And that’s my assumption of what you want is to be the go-to practitioner in your community. So when people think about all of these things that, um, that are going wrong with them, you come to top of mind. So today what I want to do, I want to dip into some of the waters and talk about the three success factors to help you create a solid foundation to grow your practice. And these successful, these three success factors are clarity, focus and decisions.

Okay? And these are really important pieces to help support all aspects of your marketing, all aspects of your patient communication, all aspects of you being the business entrepreneurial acupuncturist that you are. I know you did not go to school to become a business person or an entrepreneur, but you are since you’re in private practice and you own a business and you are a business person, so you’ve got to embrace these ideas. Okay. And that’s what we’re here to share with you today. So clarity, okay. Clarity is getting really clear okay. On you, your practice and how you stand out, what makes you and your practice different? Okay. So you need to ask yourself these two questions. Who are you and what do you offer? And with that, what kind of transfer w can you cause to happen with a person’s health in their life, in, in the change that you are able to offer them in what you offer in your practice and why is what you offer different smarter, better than any competing clinic.

Okay. So that the first part of really identifying who you are is really understanding, getting clear on what makes you different. Okay. Now I hope that many of you have an idea of like, what makes you different from the practitioner down the street? If not, you need to get really clear on that, that this, this, this clarity portion really will allow you to identify this little piece of marketing wisdom, this little piece of practice knowledge that allows you to differentiate yourself from the next person down the street. So my question to you would be this, if you were to think about the acupuncturist down the street or the chiropractor that has an acupuncturist on board or the chiropractor that does acupuncture, how are you different? Do you offer a different specialty? Do you offer a pain-free technique? Do you offer pain-free acupuncture? Is your clinic beautifully inviting and Zen, like, and people just walk in there and they melt because of the atmosphere and the function way.

What is it that makes you and your practice different? Okay. So who are you and what do you offer as far as transformation so that you can cause in people’s lives and in their health. Okay. That is the first part of, one of these success factors is wrapping your head around this idea. The next idea is focused, right? The idea is to get laser focused on exactly who you serve and what problems you solve. Okay. I know many of us were trained to be general practitioners, and that’s amazing because we could help with so many different conditions. And that’s, what’s so beautiful about this medicine, but you’ve got to figure out who you serve and what’s unique about you and also what, what will resonate with your clients. Okay. So with this, you’ve got to really, you know, like in, come up with the idea of getting clear on the type of person that you want to work with by getting into the mind of your perfect client and find out what resonates with them.

So for instance, if you are a fertility clinic, what would resonate with those clients that you to attract, get it? How can you get into their mind to understand what they need, what their pain points are? What, what, what, what kind of transformation they are looking for? So you can offer that and that could be unique to what you offer in your clinic. Okay. So getting focused is really coming up with who do you serve? And I know that you want to serve everybody, but here’s the same. If you serve everybody is just like taking a big net and casting out over the waters of the population and hoping that you’re going to pull everyone in. But you know, you might pull a few people in, but what you want to do is you want to get really clear, really laser focus on the specific type of person you want to work with.

Okay. And, um, and then when you do that, you can, you can focus your marketing message. You can focus your communications, you can focus your website, you can focus your branding and all of that towards that. What’s unique about you and what resonates with your clients. And the other part of getting focused is what problems do you solve? Okay. And the key to understanding what problems you solve is to understand what your patients are thinking. Right? So they’re thinking w I F T okay. So they want to know what’s in it for them or for me as a patient. Okay. And they want to know what’s in it for them. Like, like, like if they come see you, what are they getting out of it? What kind of transformation is going to be happening? So part of your, um, expertise as a business entrepreneurial acupuncturist is really getting clear around the problems that you self.

Okay. And really being able to tell someone that in 30 seconds or less, like if you were trapped in the elevator, how can you communicate who you serve? What you, you know, uh, what problems you solve and who you are and what you offer, right? Those are the three things that are super important for you to begin this process of getting really clear on growing, you know, creating the solid foundation for your practice. Let’s say, so you have clarity, you have focused. And now the next thing to really come up with is decisions, right? And meaning what marketing tools do you use, where do you find your best prospects and your new patients, and how do you build your following? Okay. These are decisions that you’re going to be making. If you’re not making them already, or if you don’t make them, when are you going to make them, right?

When are you going to start embracing this idea that you’ve got to market your practice? You need to have a deep understanding of what your patients want. You need to have an understanding of what they need and what they value. Okay. You also need to develop content and communication strategies that address the things that keep them up at night. So for instance, let’s handle, let’s go back to that fertility issue. What keeps those families up at night that are looking to make a family and make babies, right? Maybe they am I going to get pregnant and am I going to be a good parent? Um, is birth going to be easy? Um, am I going to be, you know, am I going to keep, you know, keep the baby, uh, for full term, okay. Those are things that keep them up at night. And when you can come up with those ideas, when you can, you know, get into the mind of them and figure out what it is that resonates with them, right.

Um, in the sense of, um, uh, what’s on their mind, then you can talk to that with them. Then you can share that with them, even if they’re not expressing those problems and those things that keep them up at night. Okay. You need to ask yourself a couple of questions. How can you add value before money changes, hands and, um, with your patients? Okay. So how is it that you can add more value to your clients now to your prospects and your inactive patients now, before they come in and schedule them before they come in and, um, and, and, and, and, and become a paying patient with you. And that’s important because people want to see people that like stack on all of like, like, it’s like you, over-deliver right. How can you over-deliver for your patients in that way? You know, um, how can you make it so that your marketing, your efforts, your communication strategies leave them better off than when they first came to see you.

Um, and when you are teaching them, when you’re doing a webinar or a training or anything like that, how are you teaching and giving them actionable things to make their life better? Okay. You’ve got so many tools in your arsenal of, uh, of teaching ideas and potential that you should have no lab of what you could be sharing, how you could teach and give them actionable things to make their lives better. Acupressure techniques, breathing techniques, moving technique, different seasonal recipes and things of that nature. So part of the decision making is really coming clear as to, you know, understanding what your patients want, what they need and what they value. And talking to that for them coming up with ideas on how you can communicate to that, to them. So a couple, you know, like straight up marketing tools that you, that are hyper-relevant for, um, for, for what you, what you can be doing for your patients are to make sure that you have a really strong call to action to motivate your audience.

Okay. If you’re a fertility expert, what would make someone who’s looking to start a family, raise their hand and come into your clinic. If you are a pain specialist, what can you offer them that would make them raise their hand, to motivate them to come into your clinic? Every single communication you have, every single marketing you do. Every single event needs to have a really clear, strong call to action at the end, that gets people to raise their hands said, yes, you are the practitioner for me, because you resonate with me because you know what I want, because you’ve already done the work that we’re talking about here today. So that is one of the biggest and most important things about your marketing is making sure that you have a really good, clear, and solid call to action. And a few ways to find prospects are internally and externally, right?

And online. So internally you could be doing referral drives. Uh, you could make sure that your patient education strategies are really solid and, uh, make sure that you have a plan to keep, to nurture your patients. So they would fall out of care less. And if they do fall out of care, you need to have a plan to get them back into care. So that is, you know, a few really important internal marketing strategies that you need to tap into referral drives having a communication plan and having a patient reactivation plan three really important pieces of your internal marketing, external marketing content is King these days. And you need to be out there doing social media, doing video marketing is really important. And even these days direct mail marketing is actually gaining more traction because people, no one’s doing it anymore. Once everything’s online email and newsletters, everything is online, but when you can do direct mail marketing or send a letter or postcard in the mail, it’s actually touched, they open it up, they look at it.

So it’s actually been showing that, um, that, uh, that, that direct mail marketing is actually making a little bit of a comeback in some instances. Um, so with external marketing, make sure that you have a content calendar set up, that you can be out there and in front of your audience regularly, again, talking to them about what resonates them, talking to them in, in explaining, you know, through your content and your communications, what’s in it for them. Okay. So you can really get clear and focused on your communication patterns with them and online, make sure that, um, all of, you know, all leads are gonna be pointing to your website. So make sure that your website is really dialed in. And, uh, you know, when you come up with your clarity and your focus, you need to add all of that to your website. You need to make sure that you have a really strong call to action on there that, that, that, uh, communicates with what you’re, what you’re offering in there.

And when people hit your website, they to know exactly what you do and what you offer and what is what’s in it for them within the first few seconds of landing on that page. So your website needs to be checked out and audited. And, um, and if any of you are interested in audit, um, you know, check, uh, put some, put some, um, information below the video over here. And, um, I will reach out to you and, uh, you know, just let me know that you want a website audit and I will reach out to you and we’ll get something set up for you. So, um, you know, without clarity, without focus, without decisions, your marketing strategy is always changing. Your marketing tactics are scattered, and it’s going to be exhausting because you’re going to try something. It’s not going to work. Um, you’re going to, um, you know, you’re going to get disenchanted because you’ve done marketing.

You’ve put some efforts out there and you’re not getting the type of return on that investment. Um, and your results might be inconsistent and subpar. So focusing in on these foundations of clarity, focus and decisions will help you create a better strategy, you know, more effective tactics and, and give you some consistent, reliable, um, techniques that you could be using to pull patients into your practice. So decide who you are, who your practice is not for, which is important, because if you can identify who you, you know, who you don’t want in your practice, um, then you can really focus on, you want to focus on in your practice, who you want to fill your practice up. And then, you know, when you can, you can focus on their behaviors and their traits and their likes and dislikes. And you can pull in the type of people that you really resonate with, that you want to fill your practice of. And also the last thing I want to talk about is to really simplify what you do. So

Figure out what, what, what you offer, like

Really simplify what you offer as an acupuncturist. And also come up with an idea of when you’re asked at like a cocktail party or some type of event or a networking event, or if you’re doing anything online, you know, w w you know, how you help people, you need to get really clear on your message. You need to have some laser clarity on your mission, on who you serve and why people should choose you, and what’s in it for them. And lastly, I want you to think about these four questions that you can just go away with, um, and just ponder on. Um, and if you have any questions you can reach out to me, um, at, uh, Jeffrey, jeffrey@acupuncturemediaworks.com. Um, or you can put some comments below, uh, some comments below here, and now I’ll ask, ask them, but how do you stand out from the noise and get attention?

Okay, what makes you stand out? How do you leverage the season and create marketing campaigns to result in new patients, and how do you continue to grow your audience and deepen your relationships with them, and what creative ways can you use content to get clients? Okay. So those are just four things that you should be thinking about on a regular basis. These are questions that, um, CEOs ask themselves often. And I would want you to ask this of yourself because you are essentially a CEO of your own business. So I want to remind you that you’re never alone. I am here for you. If you’ve got any questions, please reach out. Thank you again for joining me. Thank you again for the AAC for hosting me once again, so I can share some insights and wisdom and some knowledge with you. Please let me know what your thoughts are. I talked to you guys soon. Take care. Be well. Bye. Bye.

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How To Grow Your Acupuncture Practice Using Email Marketing

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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.

Hello folks, Jeffrey Grossman here from Acupuncture MediaWorks. And thank you so much once again, to the American Acupuncture Council for inviting me back here to put on a, another short training for you guys. I really appreciate the fact that they are doing this and that they’ve been doing this weekly consistently for months, because these times are really tough. Many practitioners are struggling. Many practitioners are really frustrated and to be able to provide you with some tools, some insights, some tips, and some strategies to help you grow your practice and understand what it is that you can do should be doing and what you could be doing to grow and to attract patients and to be in communication with the patients that you already have. So thank you AAC for inviting me here and thank you for showing up and being part of this learning experience.

So you can further your knowledge and your time in order to, uh, keep your practice alive and prosperous. One of the things that I understand is I’ve been helping acupunctures since 2002, to grow their practice and to build a business and to provide them with patient education and specific communication tools. And what I’ve come to learn is that both acupunctures really, really shy away from marketing and business tools to grow their practice, especially when it comes to email marketing email is one of those things that makes every practitioner want to run the other way and not even consider using in their practice. But it’s one of those things that I really feel is imperative to integrate into your practice in the first place. It is a consistent way for you to engage your patients and your prospects. And it can completely change the way you connect with patients while growing your practice.

Especially in this day and age with these kinds of uncertain times that are happening around us. Many of you might not be in practice right now. Some of you might be having a slow practice or even struggling your practice. But one of the things that is tried and true that can absolutely break through this monotony breakthrough. This anxiety is email because let me ask you this. How many times a day do you check your email? One, two, three, five. For me, it’s about five to a hundred times a day. Well, not, not really, but I still do check my email quite a bit because it is the way that I connect to the world and the people around me. And then there are studies out there that’s good. Just that 89% of Americans check their email at least once a day. And on average, most there are some people that spend about five hours a day, checking their email five hours a day, checking email.

So there’s a lot of time devoted to checking email every day. So it’s important to use email marketing in your practice because patients will be absolutely checking their email. And it’s a great way for you to pop into their inbox and say hello, and to check in with them and to just connect and to let them know that you’re here and what you have to offer and how you are available for them. So today we’re going to talk about a few ways to help integrate email into your practice and how you can avoid the spam folder specific emails that you could and should be sending out to your patients regularly. And a few other tips and ideas on how to properly integrate email marketing into your practice. And I really want to urge you that don’t be scared about emails. Don’t think that email is a sleazy approach to business, or that it’s not cool to email your patients because people will read your email if you are doing it correctly.

And if you are providing quality content, because if I ask you another question and that would be, how many times have you saved an email or forwarded an email that felt compelling to you? Because there’s really good information in there, whether it was a recipe or a self-help ideas and techniques and things like that. I know I have many, many times. So I want you to realize the fact that email is and should be part of your every day marketing activities that you participate in in order to stay in top of mind awareness with your patients and in order to keep patients in care and engaged and active and to constantly check in and communicate with them. So a couple of things I want to talk about is the first thing I want to share with you is how to avoid the spam folder. And the fact of the matter is that most acupuncturists are not doing email marketing at all.

And if so, they’re most likely doing it a little incorrectly. So if you follow these essential tips, it it’ll minimize your chances of falling into the spam folder. First thing to do is make sure that you use a compelling headline. This is your only chance to get people to open your email, still make you more compelling and clickable. So you want to avoid sounding like a commercial. You want to use words like you and your in the subject line. And it’s a wonderful way to use, to get people engaged from the get go. And don’t make your subject line too long because there’s a lot of email systems out there that, uh, are, are being looked at on mobile devices, because most people, these days are using their phones to read their emails. And a lot of times when you have a subject line that is too long, it doesn’t properly render on a mobile device and people are not getting the full message in there.

So when you do do your email marketing, make sure you do a test to yourself and review it on your cell phone to see how it, uh, how the subject line and how everything else appears, um, in, um, when it renders. So a couple of sample subject lines that are really effective are using the person’s name. And Hey there, Jeff, you know, it would be, it would say Jeffrey where investing in technology and investing in you, and this is a way to announce a new arrival of a technique or, or, or some type of tool that you’re using their practice. Another subject line is keeping you healthy is our goal. How is your way to you holding up Jeffery? Are you curious about acupuncture and back pain? Are you curious about alleviating anxiety? When will we get a chance to see you again? Quick question for you, Jeffrey.

Those are a few good subject lines. When used correctly can help impart a greater opening of your emails. The subject line determines if the rest of your email is red. So it’s important for you to get it right, right from the start. The next thing to help you avoid the spam folders to format your emails correctly, avoid spelling mistakes, and make sure that you use a recognizable normal center’s name like jeffrey@gmail.com or jeffrey@acupunctureanddeliham.com. Okay. Make sure you also use a reliable email service provider like outlook or Gmail or constant contact or MailChimp, and avoid sending too many emails to the same person and don’t make your subject lines too long. The next step is to create emails that are for mobile readiness. The vast majority of people are going to be reading your emails via their mobile device. Therefore, you need to make sure that your email is written and formatted so that it is easily readable on the phone, avoid large high resolution images, because it’s going to take a while for them to render on the phone, make sure to use numbers or symbols or emojis whenever possible.

And whenever they relate to the content that you’re sending to your patients. The other thing is to keep it personal personalize your emails so that your patients pay attention and feel like they’re speaking that that you’re speaking to them. So you can use merge fields that merge their first names or merge fields that merge the specific things that are, that, that are, that are, um, um, uh, concerns for them share about yourself. Share about your life, include unique recommendations in each email by taking advantage of particular merge fields. And these merge fields are part of email software. And if you remember, and if you look at some of the emails right now, you probably get some emails that have your name in there. And what they’re doing is they’re using an automated, uh, merge field that goes through there, your contact in their database and plugs in what that merge field is looking for.

So most email programs have those kinds of things. And then the next step to help stay out of the spam folders to build trust with your subscribers. And this is one of the golden email marketing best practices take away with you do not spam with constant communications, respect the people who unsubscribe and avoid manipulative or overly emotional appeals in your email communications, and make sure that what you are doing is providing tons of value and don’t simply sell or tell, try to share and inspire and educate and enlightened patients through the content of your emails. And the beautiful thing about our medicine is, is that we have so much to share so much to talk about that there shouldn’t be any lack of topics that you could be discussing and sharing with your patients. So right now, what I want to do is I want to jump into the five types of emails that every practitioner should be sending.

So these are their texts, emails, and also newsletter emails. And you should be using both of them on a regular basis and consider creating an email content schedule where one week you send off a text email, the next week you send off a monthly newsletter, then you, maybe you follow up with a new research piece and so on. But if you don’t do that, the least you should do is as follows. And you should have these types of emails as part of your email software program, or even your EHR software. And I’m going to talk about a couple of different EHR softwares in a few minutes that do integrate email. So you should definitely have a welcome emails for your practice. Every patient should get a welcome to the family email. And this email can lay the foundation of the care that you offer. They can ask for referrals and support your new patient in a fact that they made the right decision choosing you and your clinic.

You also need to have reactivation emails, these, these emails help to reactivate the patients that have fallen out of care that you have not seen in a little while. You can message them. And, you know, you know, it’s a, it’s a quick email that says time for your checkup or time to come in to get your chia regulated. Um, and those two alone could do the trick and you should have it set up where you have a system in place in your practice that you are out there doing patient reactivation protocols, where every three, six, nine weeks you’re going back through your files and sending out emails and making phone calls to reactivate your inactive patients. Another essential email that you should be sending out regularly, our birthday and new year’s emails, and these are essential. And these could include a special offer, such as a gift or simply a happy birthday to show you care, because when you get something like that in the mail yourself, whether it is snail mail or email, it kind of puts a little warm fuzzy in your heart.

So it’s important for you to remind yourself that you are a caretaker for these patients and you’re supporting them in their journey towards health and wellbeing and giving them, you know, just a little kudos or a little heads up, or a little hello or a little sweet gift during their birthday is a really sweet thing to do another type of email that you should be sending our seasonal and holiday emails. Great time to reconnect with patients include your office closures in this. And the types of emails can be little reminders to help, you know, remind your patients as to what’s going on and make, you know, to provide them with some suggestions as to what they could be doing during the holiday season, that where you might be closed. And the other type of email that if you say sending out regularly or couple times a year, is it informational research email, and this is where your expertise can really shine.

So you can use your email marketing to send patients health tips, or research updates, or strategies that they could use at home to compliment their acupuncture care, or even you can send them a little deed, you know, email about a specific benefit that acupuncture can do, and this can go a long way toward patient retention. So those are just five of the types of emails that I suggest that you should be sending to your patients. Now, for those of you that are watching this video, I have a series of free template emails that you can have, um, that I’d love to send to you that you could just copy paste and swipe. Just send me an email, a M w biz, a M w B I z@outlook.com and say, I have temple and I will leads to download those free templates that you could be using in your practice.

And you could just put them into your software, whether it’s EHR or software program and let them start running again. Does that mean email it a M w B I z@outlook.com and I’ll be sure to reach out to you shortly. So the next question is, what kind of programs do you use? Well, there are so many email options out there that this can make your head spin. So I’ve narrowed it down to a few that I think are really important. Some email programs are free. Others might cost a little bit more, but this is an important investment, not only in your practice, not only in your patient communication process, but in helping you market and grow your practice. Okay. So couple different email programs that I would recommend are MailChimp. They have a free version up to, I think, 500 or a thousand contacts. Constant contact is a really great one.

Gmail is good, but in order to be HIPAA compliant, you need to sign a HIPAA business associate agreement. They call that a BAA. And if you are using Gmail, and if you want to make sure that you’re HIPAA compliant, just Google Gmail, be AA or business associate agreement, and you’ll be able to find that form that you can fill out to help you become more HIPAA compliant. Jane app also offers email Accu simple offers, email and unified practice also offers email integration. So those are the three top billing and EHR software programs that I’m familiar with that I would highly recommend. And for various reasons, and that also integrate email. Now some of these have already predisposed emails that are already prewritten others. You can just set them up yourself, pretty straight forward, um, on that. And now a couple of ways on how to format your emails to get them open, um, you know, make the subject line a must open email, right?

This differentiates your email from an opportunity from being open or just being completely skipped over. All right, make sure your email has a clear purpose and that it’s useful. It could be a reminder about an appointment. It could be a list of tips or helpful suggestions. It could be a recommendation about how to deal with a particular problem, or it could be a promotion, but make sure your email has a clear purpose. What is this email about? Is it about welcoming patients to the clinic? Is it about sharing a insight or a research topic for somebody be clear in your email and deliver on your promise in the content that you are creating for them, make sure that your emails are personal and connection worthy. You don’t want to just throw out generic information out there, try to use merge fields that are part of your software program to make it more personal, make it more heartfelt, um, in that way and make it more of a connection that’s going, um, make sure that your emails are visually appealing.

So you can use templates that some of these software programs already have. Um, you can, you can format your email like your letterhead. You can add your logo, you can insert your map on the bottom of it. You can include pictures of you in the signature section, um, and also make sure that your email is shareable on social media, add links or share buttons that help them easily share the content of your emails. So that they’ll be more inclined to tell friends and about your services and be able to share those emails just by forwarding that to them. Don’t send emails to people who have asked you to stop and consider getting help. There’s no reason that you need to hit, you know, that you’d take a hit or miss approach to using email, get professional, help planning your auto responses or your followups or your emails or your practice building campaigns.

Like I said, I’ve got those emails that are ready to be sent to you. Send me an email@amwbizatoutlook.com and I’ll forward them over to you. And then the last thing can make sure is that make sure that each of your emails that you put out there has a specific call to action. What do you want your patients to do next? Do you want them to schedule an appointment? Do you want them to share with a friend? Do you want them to click a link to access a free gift? Do you want them to give you a call? What is it that you want them to do in your email? You need to have that call to action to make sure that they take those next steps. And it’s important not only to provide quality content and well-written emails, but you also need to direct them toward the next steps that you wish them to take.

All right. So I want to give you a chance, quick little word on HIPAA compliance. So make sure that your emails were main HIPAA compliant, and that means your email communications shouldn’t steer clear of any protected health information. So no photos, no, no, no link to health records or reference to particular health concerns. Okay. Also make sure that your email provider is HIPAA compliant. And this usually means that there is end to end encryption. That takes place, just ask the customer service center and they should know whether or not there’s HIPAA compliant. Maybe you need to upgrade your, your, your email provider to make that happen. And whether you’re sending a monthly newsletter, uh, an appointment reminder or research update, always make it clear, get consent, and keep the information generic. And a couple of final words with these email marketing tips, you’ll be able to connect with your clients that you want to, uh, that you want and to generate meaningful leads and connections to fortify these relationships.

Even if you’re not a good writer, or even if you don’t think you have enough to say, I can promise you that with practice, it will get much easier. And when done correctly, an acupuncture email marketing strategy can be an effective way to connect with your patients and attract more business to your practice. So once you started growing your list, it’s imperative to start sending regular emails. So start small work your way up, start with one email a week. And if you haven’t been emailed, don’t jump and just start on creating a newsletter campaign that’s automated right now. It’s just not going to work for you. So keep it simple. One message, one clear content piece, one call to action, and be prepared to the fact that it might be harder than you think. And it might take longer for you to get results and that people are going to unsubscribe to your emails.

That’s just, what’s going to happen. Don’t take it. Personally. People will ignore or not click through on anything. Again, don’t take it personally and you will see results. It’s going to take a little while to really instigate and integrate this into your practice, but I promise you that you will see results from it. You will see responses, it takes a strategy. It takes a plan and it takes time, but you’ll see light at the end of the tunnel with your email marketing. And the beautiful thing is that you build the emails and automation once and it’s relatively plug and play for every patient and prospect thereafter. Now, one more final note, I realized that I have not been the resources that you need in the last 90 days, and I’ve done three things to help you. If you’re interested in a no cost one-to-one time with me, I’ve made it available so we can connect. We can talk about email marketing. We can talk about any type of business strategies or growth or planning or what the heck you should be doing next in your practice in order to get going and get started, or even to start educating your patients.

If you’re interested in, in, in connecting with me, comment below the videos here and say yes, one to one, and I’ll reach out to you or send me a private message in Facebook. And I will reach out to you and tell you about the next steps. It’s absolutely free. There’s no cost to this. I am sincerely wanting to help you and practitioners in the profession to stay in business, to grow your practice, because I know the value of this medicine, and I know how powerful it is to change lives. And I don’t want you to have to do this alone. I don’t want you to have to figure out a way to, you know, struggle through the, the, the, the, the muck and the mire of what’s happening in today’s world. I’ve got you. I’ve been helping practitioners for awhile to help them grow their practice and to outline some strategies to take them to the next steps.

Okay. Um, so if you have any questions or any comments, please leave them below this video. Thank you so much for, um, for joining me, um, on, uh, on today’s trading. I really appreciate that. Again, don’t struggle. There are so many opportunities here with the AAC and also, um, through this website and through this Facebook group right here, that you can find the help that you need and the resources to help you grow your practice. Again, thank you so much for the American Acupuncture Council for inviting me back here to help educate and to inform you guys about particular marketing strategies to grow your practice. I know that email marketing is not the top of your list, but it is something that’s imperative to integrate into your practice. Join us joining, join us next week when Poney Chang will be here to do some further education and some inspiration, take care, have a beautiful day. Talk to you soon. Bye. Bye

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