June 11, 2025 • 18 mins
In this episode, Jerry takes a deep dive into networking and collaborations in chiropractic. While partnerships and collaborations can fast-track your growth, they also come with serious long-term risks if not handled wisely.
Jerry explains why chiropractors must be extremely careful about who they associate with, both online and offline, and how short-term attention can easily undermine long-term trust.
Through personal stories, real-life examples, and practical questions, Jerry lays out a framework for making better decisions about partnerships that protect your reputation and help you build a practice grounded in integrity.
Topics Covered
The Benefits of Networking and Collaboration
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Opens doors to new opportunities
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Transfers trust and authority when done properly
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Helps chiropractors grow their audience faster
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Builds relationships that can have a lasting impact on your practice
The Danger of Chasing Attention
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Borrowing someone’s audience means borrowing their reputation too
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Many chiropractors partner with people they barely know simply to get more attention
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Lack of discernment can damage your credibility and erode patient trust
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Online mistakes can live forever and affect your long-term reputation
Real-World Examples
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Chiropractors in Jerry’s past who partnered with unethical providers simply because they were financially successful
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Young chiropractors who were drawn to dishonest mentors because of money and appearances
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Jerry’s personal experience accidentally collaborating with someone who was later arrested for illegal behavior
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How the temptation to chase attention impacted Jerry’s own integrity during his time on local radio
Building Trust vs. Building Attention
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Patients choose chiropractors they trust, not just those with large followings
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Social proof can help but trust is always more important for long-term success
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Influencer culture often encourages chiropractors to seek attention at th
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:04):
Hey guys, welcome to another episode of the Rocket Chiro podcast, the business andmarketing podcast for chiropractors.
We're going to talk today about networking and collaborations.
We're going to talk about how amazing it is for chiropractors, but there's also a darkside to it that you need to be aware of.
Otherwise you could be hurting yourself longterm.
Thank you guys for joining me.
(00:24):
If you're new to the podcast, my name is Jerry Kennedy.
I am a former chiropractor.
I now help chiropractors with websites and SEO.
I also do this little podcast.
And uh if you want help with your website and SEO, go to rocketcaro.com and request a freeuh new patient search review.
I'll take a look at your website and SEO from a patient's perspective and let you knowwhat you're doing well, what you're not doing well, and if we can work together.
(00:49):
uh If you're brand new into practice or you've been out for a little while and you'refeeling a little stuck, go to Rocket Chiro and check out my Next Step program.
It's a really great way to get some additional help beyond the podcast.
Get contact with me.
and be able to head your practice in the right direction.
So if you guys listen to my last podcast, I did make a comment about collaborations orcollabs or whatever.
(01:14):
I still don't know how to say it.
And I talked about how a lot of chiropractors do them on social media.
And there's nothing wrong with that per se, like the idea of networking with someone,associating with someone, collabing.
doing a collaboration with someone, it's a very valid thing.
(01:36):
It can speed up your growth from a marketing standpoint.
It can transfer trust if the person you're collaborating with or the person you'renetworking with is vouching for you or they're a known celebrity or important person or
whatever.
ah It can give you credibility and authority.
And frankly, it can open up doors like those relationships that you're building throughnetworking in your community or networking online can build
(02:01):
uh can open up doors for you that wouldn't open up otherwise.
So there's a tremendous amount of upside that goes along with these associations thatwe're doing.
The problem is that you have to take into consideration when you're thinking aboutnetworking and collaboration and whatnot, is you're not just borrowing this person's
audience, like you're borrowing this person's reputation.
(02:25):
And I think that there's not enough chiropractors out there who are thinking about thelong-term effect of associating with people just for the sake of getting attention.
And I see this a lot more, this does happen offline and it happens in a networking sense.
uh There are, I'll kind of give you a practical, like some real world examples that, youknow, when I was in practice, there were certain chiropractors in the area that were
(02:51):
pretty known for being shifty.
Like these people were doing insurance fraud.
Um, they were, uh, lying to patients.
Um, they were billing things that they, shouldn't have been billing.
were making promises that they couldn't keep.
mean, it's just sort of the scum of the earth chiropractor type stuff that giveschiropractic a bad reputation.
(03:11):
There were some people that were pretty well known that they were doing this.
They were actually fairly large practices in the area, which is unfortunate, but that isthe case a lot of times.
And.
Anytime that there was somebody in the area who was close with them and they would vouchfor them and they associated with them and it didn't matter who it was, it could be
(03:32):
another chiropractor, which you would see a lot of young chiropractors that reallygravitated to them because they didn't have the discernment to understand that, you know,
practicing in that way, even though they were making money, they ended up getting introuble, but they know it's like they're making money and they're big and they're doing
well right now.
That's not a good idea.
they would just be drawn to the like the nice car or the busy practice.
(03:55):
So young chiropractors, I would see that and I would immediately go, well, this personlacks discretion like this person or they lacked character.
Like maybe they are also dishonest.
And the same thing is true whether it's a realtor or an acupuncturist or massagetherapist.
And there was other professionals in the area that were associated with this group ofpeople and they would vouch for them and speak highly of them and
(04:20):
And it just made us like those of us who knew what those people were about.
It made us go, I'm not going to have anything to do with them because this chiropractorand this chiropractic group is very dishonest.
It's sort of a known dishonesty and all these people are vouching for them.
Well, you're obviously either you lack discernment or you're dishonest or some combinationof those two things.
(04:46):
And so the same thing can happen online.
And I will admit that it can be very, very difficult to know who to associate with and whonot you could do your due diligence and still make a mistake.
have done that.
And so from an online standpoint, I don't have a lot of people on my podcast.
So you guys will if you listen to my podcast on a regular basis, you'll know that I justdon't.
But I had a guy on my podcast before and this was years ago, who I had a goodconversation.
(05:12):
I put some of his content in my next step because it had to do with some stuff that somemarketing stuff that chiropractors could benefit from.
And it found I found out later that this chiropractor he ended up getting arrested becausehe was doing some inappropriate things like illegal inappropriate things, not just
practice inappropriate things, but human being inappropriate things.
(05:32):
And I had to go through and like try to find anywhere where I had posted his content, I'dmentioned his name.
And I may not have even completely cleaned it out like I would like to, but I didn't know.
Like, and I would have vouched for him for a long time saying, yeah, nice guy.
Like I didn't know him personally, like know him, know him.
But I felt comfortable enough that I was like, Hey, he seems like an honest guy.
(05:55):
He seems like he's got a good practice.
He seems like he knows what he's talking about.
He he's got good advice.
And so even though I'm actually very picky about who I associate with on my podcast,
I've made that mistake.
So I'm not at all saying that you can't make a mistake even if you do your due diligence.
What I'm saying is that you really need to do your due diligence.
(06:18):
Because we live in a world where attention is sort of the it's sort of a money thing, youknow, it's like people view attention like they do money, they view attention like it's
some sort of uh
I don't even know what the right word is, but it's, it's something that they valuetremendously.
(06:40):
And some people don't care where that attention comes from.
And that's a really, really foolish way of thinking about it because that's the type ofway you think when you don't have any attention at all and you're trying to scratch and
crawl and you're just trying to get a little bit ahead or get your head above water, getyour practice going, get your business going.
(07:01):
But as soon as you start heading in the right direction, you get your head above water andyou start doing a little bit better and you start doing okay.
And then you look around and you're like, man, maybe I shouldn't have had that person onlike that's kind of embarrassing.
Or you find out that that person did something sketchy, or they were doing somethingsketchy the whole time, but you just ignored it because you were so drunk on the idea of
(07:22):
getting more attention.
Like that's not good.
And those are things that you don't really want to do.
And I will tell you some chiropractors don't care.
because they're trying to be influencers.
And if that's you, I mean, you probably don't like my podcast anyway, like the people thatlisten to my podcast, like my podcast is not the most popular cod chiropractic podcast by
(07:42):
any stretch of the imagination.
But the people who listen to my podcasts are generally patient centered chiropractors whogenuinely care about providing excellent care for their their patients, they want to help
a lot of people and make a good living doing it.
Those are my people.
So you're probably not the type of person
who just wants to be an influencer for the sake of being an influencer, just wantsattention for the sake of getting attention.
(08:08):
But you do have to be very, very aware of the allure of it.
And I fell into this, I was on the radio for a while in my local area when I was inpractice, I got the opportunity to do a health related radio show for a little while.
It sounds like a big deal, it wasn't.
It was a lot of fun, but it was, it was an AM station.
(08:29):
It was on Saturday.
Nobody listened to it.
So don't, don't, I don't want to make it sound like it was something that wasn't, but Iwill tell you this.
That I got one of the arrangements that I had with the radio station was that anyone thatadvertised during my timeframe that I basically split the advent, the uh ad revenue with
(08:53):
the radio station.
So if that, if that.
person was paying, you know, $1,000 for whatever, know, however much I would get half ofthat.
And so there's this like draw on this temptation to accept advertisers, because part of itwas because I was like, I was vouching for these people as well.
(09:16):
So it wasn't just that they were running commercials, it was it was advertising during myshow.
And so I was essentially vouching for them.
And I got to tell you,
My level of integrity dropped when I started being offered money to endorse people like myfilter where it's like, how many checkpoints do I have to have to make sure this person's
(09:39):
cool?
And then I'm, I feel comfortable recommending them what it was when I wasn't getting paidand what it was when I was getting paid, they were different.
And I'm not proud of that.
I'm not proud of the fact that my integrity dropped when I was getting offered money.
And I only ultimately had one person that I took on that I shouldn't have.
(10:00):
I shouldn't have, I wouldn't have otherwise, but I was getting paid.
And so the rest of it was fine, but the one I still look back at it and I go, not great.
And so if you look at your social media stuff now, it can be very tempting.
And this is not, like I said, obviously I'm not standing in my high horse telling you thatI would never do that.
(10:21):
It's very tempting.
And so I think the things that you need to be asking
is the thing you have to understand is this, what you're attempting to build with thesecollaborations or with networking, all the stuff you're doing is you're trying to build
trust.
The average patient is not choosing you because you have the biggest following.
Now I understand that there is a there's sort of a social proof that goes along withhaving a big following.
(10:46):
It's sort of like the social proof that goes along with having a lot of reviews.
Even if you just disregard what those reviews say, like having a lot of them could movethe needle for certain people.
But what you're really talking about is trust.
Like that's the thing you want.
That's the, if you have to choose between attention and trust, like what you really wantis trust.
And there are some people that will pick you because you're popular, but those are thesame people that are sort of attention whores.
(11:11):
Like they're the same people.
They're also the influencers or the people that are drawn to you just purely because ofthe attention.
And so if you think about it from the standpoint of trust,
then you have to look at the people that you're potentially collaborating with or thepeople that get ahold of you and they say, Hey, you know, can we do this or can we do
that?
And this also goes into your marketing to your marketing message, your branding, the stuffyou're putting out into the world.
(11:35):
Does it represent your business?
Well, is this building trust?
And I think some of the questions that you should be asking, and this is kind how I wantto wrap this episode up is I wrote down a few questions that you want to be asking when
you're in a situation where you're thinking about networking with somebody orcollaborating with somebody.
that these are questions you should ask.
And maybe these aren't the only questions, but I think these are the kind of get youheaded in the right direction.
(11:58):
Do I actually respect this person and their work?
I think that's a very valid question.
Would I be proud of this collaboration five years from now?
Does this align with my practice values?
Would my ideal patients see this and trust me more or less?
This is actually one of the reasons I don't like the
(12:20):
salesy conversation around like closing patients.
uh That idea of if my patients heard me talking about my practice this way, would it makethem trust me more or trust me less?
Would it make them want to go to me more, want to go to me less?
Like the way that I talk about business and chiropractic, I would be more than happy andwilling to talk about it that way in front of patients.
(12:42):
And I don't think that it would make them think less of me.
I think it would probably make them
trust me more and think more of me because I talk about being patient centered.
I talk about what the patient needs.
talk about what they want taking their listening to them, things of that nature.
There are things that, uh, if a person had a peek into the back, you know, kind of abackstage pass to how I talk about running a business as a chiropractor, I think that that
(13:07):
would actually be a net positive for most chiropractors on the flip side.
If they got a peek into these like salesy seminars where you're talking about closingpatients.
and how it's your, you know, like your, your, your moral obligation to close patients andall of this, this conversation where you're kind of talking about a person from a sales
standpoint, and, and you're talking about how to get them financially to agree and allthose conversations are not going to help the average chiropractic patient trust you more
(13:38):
as a chiropractor, it's probably going to make them trust you less, it's probably going tomake them recoil away from you.
And so take that same thought about the collaborations and networking that you're doing.
and say, is the person I'm trying to attract.
Now, if you're just trying to attract a bunch of influencers and you're just trying toattract a bunch of those people, like attention whores into your practice, then do
(13:59):
whatever you want.
And the answer to these questions are not going to be the same for every chiropractor.
So I'm not telling you to answer these questions the same way that I would like that's noteven the point.
The point is that you need to make sure that the things you're doing online and offlinenetworking and collaboration
and the people you're partnering with, you need to make sure that they align with who youare and your brand and your values.
(14:22):
Because if they don't, you are undermining your long-term success for the short-termattention that you are seeking.
Two more questions.
If something bad came out about this person, would I be surprised?
I think that's a good question to ask because if the answer is no, then don't collaboratewith people that don't.
Don't join hips, don't join arms with people that you're not surprised if they get introuble for doing something shifty.
(14:50):
And lastly, would I refer my close friends and family to this person?
Would I feel comfortable telling my close friends?
Yeah, yeah, sure.
Bye from them.
Talk to them.
You know, they have this thing they do.
They have this thing they sell like, yeah, they'll take good care of you and know thatit's going to be okay.
If you can't say yes to that, I think that you should probably uh not be locking arms with
(15:11):
that type of person.
Networking done right.
Basically what you're trying to do is you're trying to build relationships with people whoshare similar values, who are respected in their space, are respected amongst the people
that you are trying to build a community of.
ah They add value to your audience and they make you better by association.
(15:34):
Final thoughts, attention fades, but reputation last reputation takes longer to build.
uh then attention does attention actually in many cases is actually really easy to get.
If you're willing to just do whatever, um, it's, it's really hard to keep actually, um,you could do something really terrible and get a lot of attention.
(15:55):
So attention for the sake of attention is actually fairly easy to get momentarily.
It's, hard to get long-term.
And so there might be some.
foolishness and chasing attention.
Just from that standpoint, like it's sort of sugar high.
It's like a Skittles.
It's like all sugar, no substance or another.
Skittles Skittles are great at times, but man, you can't have a diet of Skittles becauseit's a, that's a, that's a rough way to go.
(16:20):
And, um, attention's that way.
It's just, it's empty calories.
Um, reputation is meat.
Like that's the meat and potatoes.
That's your, that's your hearty stuff.
You can really build a good practice.
a long-term successful, useful, beneficial, the reason most people became chiropractorstype practice by being aware of your reputation and doing things from a marketing
(16:44):
standpoint and networking standpoint and a collaboration standpoint, online, offline, allof it, doing it with reputation in mind.
So my encouragement to you as chiropractors is this, be willing to grow a little bitslower for the sake of your integrity and long-term business.
With that said,
If you get an opportunity to collaborate with somebody who is way ahead of you and isgoing to add a lot of authority and open up a lot of doors and all that stuff, and that
(17:09):
person from an integrity standpoint aligns with who you are, my goodness, take advantageof that.
It can be an absolute game changer.
In fact, some of the most, some of the biggest chiropractors that are on Instagram, theyhave people that they associate with.
Now, whether I like them or not is a completely different conversation, but they havepeople that they associate with.
who are adding a tremendous amount of momentum to their online, through their business,through their practice, to what they're doing.
(17:37):
And so if you find someone in that situation and they're willing to work with you andthey're willing to partner with you and lock arms with you and integrity wise, they line
up like absolutely do it.
It's an awesome thing to do.
ah Every opportunity you have to network and to collaborate with somebody that you reallydo.
You really can't go to bat for you really can recommend take advantage of that.
(18:01):
All right guys, that's it.
I'm go ahead and wrap this up.
If you want some help with your website and SEO, go to rocket Chiro and request a uh newpatient search review.
If you are uh struggling with your practice and you want some help that goes beyond thepodcast, go to rocket Chiro and sign up for my next step program.
It's a great way to get help.
It's a great way to get access to me.
Give you that little nudge you need to head in the right direction.
(18:23):
If you have a minute to rate, review, subscribe.
share the podcast with somebody else, a different chiropractor that doesn't listen.
I would love that.
That would be awesome.
I'd be forever grateful.
I'm done.
I'm out of here.
I'll talk to you guys on the next episode.
See ya.
Hey guys, welcome to another episode of the Rocket Chiro podcast, the business andmarketing podcast for chiropractors.
We're going to talk today about networking and collaborations.
We're going to talk about how amazing it is for chiropractors, but there's also a darkside to it that you need to be aware of.
Otherwise you could be hurting yourself longterm.
Thank you guys for joining me.
(00:24):
If you're new to the podcast, my name is Jerry Kennedy.
I am a former chiropractor.
I now help chiropractors with websites and SEO.
I also do this little podcast.
And uh if you want help with your website and SEO, go to rocketcaro.com and request a freeuh new patient search review.
I'll take a look at your website and SEO from a patient's perspective and let you knowwhat you're doing well, what you're not doing well, and if we can work together.
(00:49):
uh If you're brand new into practice or you've been out for a little while and you'refeeling a little stuck, go to Rocket Chiro and check out my Next Step program.
It's a really great way to get some additional help beyond the podcast.
Get contact with me.
and be able to head your practice in the right direction.
So if you guys listen to my last podcast, I did make a comment about collaborations orcollabs or whatever.
(01:14):
I still don't know how to say it.
And I talked about how a lot of chiropractors do them on social media.
And there's nothing wrong with that per se, like the idea of networking with someone,associating with someone, collabing.
doing a collaboration with someone, it's a very valid thing.
(01:36):
It can speed up your growth from a marketing standpoint.
It can transfer trust if the person you're collaborating with or the person you'renetworking with is vouching for you or they're a known celebrity or important person or
whatever.
ah It can give you credibility and authority.
And frankly, it can open up doors like those relationships that you're building throughnetworking in your community or networking online can build
(02:01):
uh can open up doors for you that wouldn't open up otherwise.
So there's a tremendous amount of upside that goes along with these associations thatwe're doing.
The problem is that you have to take into consideration when you're thinking aboutnetworking and collaboration and whatnot, is you're not just borrowing this person's
audience, like you're borrowing this person's reputation.
(02:25):
And I think that there's not enough chiropractors out there who are thinking about thelong-term effect of associating with people just for the sake of getting attention.
And I see this a lot more, this does happen offline and it happens in a networking sense.
uh There are, I'll kind of give you a practical, like some real world examples that, youknow, when I was in practice, there were certain chiropractors in the area that were
(02:51):
pretty known for being shifty.
Like these people were doing insurance fraud.
Um, they were, uh, lying to patients.
Um, they were billing things that they, shouldn't have been billing.
were making promises that they couldn't keep.
mean, it's just sort of the scum of the earth chiropractor type stuff that giveschiropractic a bad reputation.
(03:11):
There were some people that were pretty well known that they were doing this.
They were actually fairly large practices in the area, which is unfortunate, but that isthe case a lot of times.
And.
Anytime that there was somebody in the area who was close with them and they would vouchfor them and they associated with them and it didn't matter who it was, it could be
(03:32):
another chiropractor, which you would see a lot of young chiropractors that reallygravitated to them because they didn't have the discernment to understand that, you know,
practicing in that way, even though they were making money, they ended up getting introuble, but they know it's like they're making money and they're big and they're doing
well right now.
That's not a good idea.
they would just be drawn to the like the nice car or the busy practice.
(03:55):
So young chiropractors, I would see that and I would immediately go, well, this personlacks discretion like this person or they lacked character.
Like maybe they are also dishonest.
And the same thing is true whether it's a realtor or an acupuncturist or massagetherapist.
And there was other professionals in the area that were associated with this group ofpeople and they would vouch for them and speak highly of them and
(04:20):
And it just made us like those of us who knew what those people were about.
It made us go, I'm not going to have anything to do with them because this chiropractorand this chiropractic group is very dishonest.
It's sort of a known dishonesty and all these people are vouching for them.
Well, you're obviously either you lack discernment or you're dishonest or some combinationof those two things.
(04:46):
And so the same thing can happen online.
And I will admit that it can be very, very difficult to know who to associate with and whonot you could do your due diligence and still make a mistake.
have done that.
And so from an online standpoint, I don't have a lot of people on my podcast.
So you guys will if you listen to my podcast on a regular basis, you'll know that I justdon't.
But I had a guy on my podcast before and this was years ago, who I had a goodconversation.
(05:12):
I put some of his content in my next step because it had to do with some stuff that somemarketing stuff that chiropractors could benefit from.
And it found I found out later that this chiropractor he ended up getting arrested becausehe was doing some inappropriate things like illegal inappropriate things, not just
practice inappropriate things, but human being inappropriate things.
(05:32):
And I had to go through and like try to find anywhere where I had posted his content, I'dmentioned his name.
And I may not have even completely cleaned it out like I would like to, but I didn't know.
Like, and I would have vouched for him for a long time saying, yeah, nice guy.
Like I didn't know him personally, like know him, know him.
But I felt comfortable enough that I was like, Hey, he seems like an honest guy.
(05:55):
He seems like he's got a good practice.
He seems like he knows what he's talking about.
He he's got good advice.
And so even though I'm actually very picky about who I associate with on my podcast,
I've made that mistake.
So I'm not at all saying that you can't make a mistake even if you do your due diligence.
What I'm saying is that you really need to do your due diligence.
(06:18):
Because we live in a world where attention is sort of the it's sort of a money thing, youknow, it's like people view attention like they do money, they view attention like it's
some sort of uh
I don't even know what the right word is, but it's, it's something that they valuetremendously.
(06:40):
And some people don't care where that attention comes from.
And that's a really, really foolish way of thinking about it because that's the type ofway you think when you don't have any attention at all and you're trying to scratch and
crawl and you're just trying to get a little bit ahead or get your head above water, getyour practice going, get your business going.
(07:01):
But as soon as you start heading in the right direction, you get your head above water andyou start doing a little bit better and you start doing okay.
And then you look around and you're like, man, maybe I shouldn't have had that person onlike that's kind of embarrassing.
Or you find out that that person did something sketchy, or they were doing somethingsketchy the whole time, but you just ignored it because you were so drunk on the idea of
(07:22):
getting more attention.
Like that's not good.
And those are things that you don't really want to do.
And I will tell you some chiropractors don't care.
because they're trying to be influencers.
And if that's you, I mean, you probably don't like my podcast anyway, like the people thatlisten to my podcast, like my podcast is not the most popular cod chiropractic podcast by
(07:42):
any stretch of the imagination.
But the people who listen to my podcasts are generally patient centered chiropractors whogenuinely care about providing excellent care for their their patients, they want to help
a lot of people and make a good living doing it.
Those are my people.
So you're probably not the type of person
who just wants to be an influencer for the sake of being an influencer, just wantsattention for the sake of getting attention.
(08:08):
But you do have to be very, very aware of the allure of it.
And I fell into this, I was on the radio for a while in my local area when I was inpractice, I got the opportunity to do a health related radio show for a little while.
It sounds like a big deal, it wasn't.
It was a lot of fun, but it was, it was an AM station.
(08:29):
It was on Saturday.
Nobody listened to it.
So don't, don't, I don't want to make it sound like it was something that wasn't, but Iwill tell you this.
That I got one of the arrangements that I had with the radio station was that anyone thatadvertised during my timeframe that I basically split the advent, the uh ad revenue with
(08:53):
the radio station.
So if that, if that.
person was paying, you know, $1,000 for whatever, know, however much I would get half ofthat.
And so there's this like draw on this temptation to accept advertisers, because part of itwas because I was like, I was vouching for these people as well.
(09:16):
So it wasn't just that they were running commercials, it was it was advertising during myshow.
And so I was essentially vouching for them.
And I got to tell you,
My level of integrity dropped when I started being offered money to endorse people like myfilter where it's like, how many checkpoints do I have to have to make sure this person's
(09:39):
cool?
And then I'm, I feel comfortable recommending them what it was when I wasn't getting paidand what it was when I was getting paid, they were different.
And I'm not proud of that.
I'm not proud of the fact that my integrity dropped when I was getting offered money.
And I only ultimately had one person that I took on that I shouldn't have.
(10:00):
I shouldn't have, I wouldn't have otherwise, but I was getting paid.
And so the rest of it was fine, but the one I still look back at it and I go, not great.
And so if you look at your social media stuff now, it can be very tempting.
And this is not, like I said, obviously I'm not standing in my high horse telling you thatI would never do that.
(10:21):
It's very tempting.
And so I think the things that you need to be asking
is the thing you have to understand is this, what you're attempting to build with thesecollaborations or with networking, all the stuff you're doing is you're trying to build
trust.
The average patient is not choosing you because you have the biggest following.
Now I understand that there is a there's sort of a social proof that goes along withhaving a big following.
(10:46):
It's sort of like the social proof that goes along with having a lot of reviews.
Even if you just disregard what those reviews say, like having a lot of them could movethe needle for certain people.
But what you're really talking about is trust.
Like that's the thing you want.
That's the, if you have to choose between attention and trust, like what you really wantis trust.
And there are some people that will pick you because you're popular, but those are thesame people that are sort of attention whores.
(11:11):
Like they're the same people.
They're also the influencers or the people that are drawn to you just purely because ofthe attention.
And so if you think about it from the standpoint of trust,
then you have to look at the people that you're potentially collaborating with or thepeople that get ahold of you and they say, Hey, you know, can we do this or can we do
that?
And this also goes into your marketing to your marketing message, your branding, the stuffyou're putting out into the world.
(11:35):
Does it represent your business?
Well, is this building trust?
And I think some of the questions that you should be asking, and this is kind how I wantto wrap this episode up is I wrote down a few questions that you want to be asking when
you're in a situation where you're thinking about networking with somebody orcollaborating with somebody.
that these are questions you should ask.
And maybe these aren't the only questions, but I think these are the kind of get youheaded in the right direction.
(11:58):
Do I actually respect this person and their work?
I think that's a very valid question.
Would I be proud of this collaboration five years from now?
Does this align with my practice values?
Would my ideal patients see this and trust me more or less?
This is actually one of the reasons I don't like the
(12:20):
salesy conversation around like closing patients.
uh That idea of if my patients heard me talking about my practice this way, would it makethem trust me more or trust me less?
Would it make them want to go to me more, want to go to me less?
Like the way that I talk about business and chiropractic, I would be more than happy andwilling to talk about it that way in front of patients.
(12:42):
And I don't think that it would make them think less of me.
I think it would probably make them
trust me more and think more of me because I talk about being patient centered.
I talk about what the patient needs.
talk about what they want taking their listening to them, things of that nature.
There are things that, uh, if a person had a peek into the back, you know, kind of abackstage pass to how I talk about running a business as a chiropractor, I think that that
(13:07):
would actually be a net positive for most chiropractors on the flip side.
If they got a peek into these like salesy seminars where you're talking about closingpatients.
and how it's your, you know, like your, your, your moral obligation to close patients andall of this, this conversation where you're kind of talking about a person from a sales
standpoint, and, and you're talking about how to get them financially to agree and allthose conversations are not going to help the average chiropractic patient trust you more
(13:38):
as a chiropractor, it's probably going to make them trust you less, it's probably going tomake them recoil away from you.
And so take that same thought about the collaborations and networking that you're doing.
and say, is the person I'm trying to attract.
Now, if you're just trying to attract a bunch of influencers and you're just trying toattract a bunch of those people, like attention whores into your practice, then do
(13:59):
whatever you want.
And the answer to these questions are not going to be the same for every chiropractor.
So I'm not telling you to answer these questions the same way that I would like that's noteven the point.
The point is that you need to make sure that the things you're doing online and offlinenetworking and collaboration
and the people you're partnering with, you need to make sure that they align with who youare and your brand and your values.
(14:22):
Because if they don't, you are undermining your long-term success for the short-termattention that you are seeking.
Two more questions.
If something bad came out about this person, would I be surprised?
I think that's a good question to ask because if the answer is no, then don't collaboratewith people that don't.
Don't join hips, don't join arms with people that you're not surprised if they get introuble for doing something shifty.
(14:50):
And lastly, would I refer my close friends and family to this person?
Would I feel comfortable telling my close friends?
Yeah, yeah, sure.
Bye from them.
Talk to them.
You know, they have this thing they do.
They have this thing they sell like, yeah, they'll take good care of you and know thatit's going to be okay.
If you can't say yes to that, I think that you should probably uh not be locking arms with
(15:11):
that type of person.
Networking done right.
Basically what you're trying to do is you're trying to build relationships with people whoshare similar values, who are respected in their space, are respected amongst the people
that you are trying to build a community of.
ah They add value to your audience and they make you better by association.
(15:34):
Final thoughts, attention fades, but reputation last reputation takes longer to build.
uh then attention does attention actually in many cases is actually really easy to get.
If you're willing to just do whatever, um, it's, it's really hard to keep actually, um,you could do something really terrible and get a lot of attention.
(15:55):
So attention for the sake of attention is actually fairly easy to get momentarily.
It's, hard to get long-term.
And so there might be some.
foolishness and chasing attention.
Just from that standpoint, like it's sort of sugar high.
It's like a Skittles.
It's like all sugar, no substance or another.
Skittles Skittles are great at times, but man, you can't have a diet of Skittles becauseit's a, that's a, that's a rough way to go.
(16:20):
And, um, attention's that way.
It's just, it's empty calories.
Um, reputation is meat.
Like that's the meat and potatoes.
That's your, that's your hearty stuff.
You can really build a good practice.
a long-term successful, useful, beneficial, the reason most people became chiropractorstype practice by being aware of your reputation and doing things from a marketing
(16:44):
standpoint and networking standpoint and a collaboration standpoint, online, offline, allof it, doing it with reputation in mind.
So my encouragement to you as chiropractors is this, be willing to grow a little bitslower for the sake of your integrity and long-term business.
With that said,
If you get an opportunity to collaborate with somebody who is way ahead of you and isgoing to add a lot of authority and open up a lot of doors and all that stuff, and that
(17:09):
person from an integrity standpoint aligns with who you are, my goodness, take advantageof that.
It can be an absolute game changer.
In fact, some of the most, some of the biggest chiropractors that are on Instagram, theyhave people that they associate with.
Now, whether I like them or not is a completely different conversation, but they havepeople that they associate with.
who are adding a tremendous amount of momentum to their online, through their business,through their practice, to what they're doing.
(17:37):
And so if you find someone in that situation and they're willing to work with you andthey're willing to partner with you and lock arms with you and integrity wise, they line
up like absolutely do it.
It's an awesome thing to do.
ah Every opportunity you have to network and to collaborate with somebody that you reallydo.
You really can't go to bat for you really can recommend take advantage of that.
(18:01):
All right guys, that's it.
I'm go ahead and wrap this up.
If you want some help with your website and SEO, go to rocket Chiro and request a uh newpatient search review.
If you are uh struggling with your practice and you want some help that goes beyond thepodcast, go to rocket Chiro and sign up for my next step program.
It's a great way to get help.
It's a great way to get access to me.
Give you that little nudge you need to head in the right direction.
(18:23):
If you have a minute to rate, review, subscribe.
share the podcast with somebody else, a different chiropractor that doesn't listen.
I would love that.
That would be awesome.
I'd be forever grateful.
I'm done.
I'm out of here.
I'll talk to you guys on the next episode.
See ya.
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