June 6, 2025 • 27 mins
Ever wondered why your chiropractic marketing seems to be generating leads but not patients? The problem might not be your marketing strategy or the quality of leads—it could be what happens after those leads come in.
Jen Troy of The Troy Method pulls back the curtain on one of the most overlooked aspects of practice growth: consistent, professional lead follow-up. Most chiropractic offices make just 2-3 call attempts before abandoning a lead, mistakenly believing that "if they wanted our help, they would call back." This approach is essentially burning your marketing dollars.
The truth is that modern lead conversion requires persistence and a systematic approach. Your front desk staff might be excellent, but they're juggling multiple responsibilities, making dedicated lead follow-up nearly impossible. The result? Potential patients slip through the cracks while you continue investing in marketing that seems ineffective.
In this eye-opening conversation, we explore why the traditional approach to handling patient calls doesn't work for marketing leads, how the mindset behind follow-up calls needs to shift from "bothering people" to "helping them find better healthcare," and practical solutions for practices of all sizes. Whether you handle marketing in-house or work with an agency, you'll discover why successful conversion requires an intentional process rather than a casual approach.
Ready to stop wasting your marketing budget and start converting more of your leads into patients? This episode provides the insights and strategies you need to close the gap between lead generation and new patient appointments. Your marketing isn't broken—your follow-up system might be.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Hey everyone, welcome to another episode of Marketing
101 for Chiropractors.
Really special guest this weekJen Troy from the Troy Methods
here.
Thanks for joining us Hello.
Speaker 2 (00:11):
thank you so much for having me.
This is a long time coming.
Speaker 1 (00:15):
Yeah, we've been working back and forth together
for a while and I just thought,hey, you know, let's talk about
this.
We've had some great podcastsrecently come out about, you
know, the leads don't suck, yousuck.
You know, the leads don't suck,you suck.
You know.
I was just, you know, makingfun of doctors there for a
little bit and it reallytriggered a whole response from
a lot of people saying, well,hang on a sec, what are you
talking about?
And that's what got me into theidea.
(00:35):
I'm going to call Jen.
I'm going to tell you why.
You've been seeing this foryears in the chiropractic
profession, of like with alltypes of marketing, saying, hey,
marketing doesn't work, uh, theleads are no good.
Well, let's start this wholepodcast off with that.
What have you noticed over theyears?
That, uh, has been the biggeststruggle for chiropractors in
their offices.
Speaker 2 (00:54):
Ooh, that's such a big question, okay.
So, yes, I agree, that is themarketing doesn't suck.
Things behind the scenes on thedoctor's side might suck.
I know it's hard to hear anddon't stop the podcast now.
Hang with us.
(01:14):
Here's what I've seen, and evenhaving worked in a practice for
a lot of years, even with astaff who's so well-trained on
how to handle phone calls andall the things, their time is
the problem.
So we have this kind ofoverarching oh, my marketing
(01:35):
isn't working.
Nobody's showing up to the door.
Oh, they're bad.
When they come in, they're notquality leads.
What's happening in what I'veseen?
Four years I've been doing thisand only this lead follow-up and
booking appointments foroffices I've seen that there's a
gap between those leads comingin and how they're being handled
once they come in, and ifthey're being handled at all.
(01:58):
That's the problem that we'veseen the biggest gap.
Even working in the office, Ithought oh, the leads aren't?
They're not that good.
Nobody's picking up the phone,nobody's calling us back.
We're texting, we're callingAgain to answer your question.
In short, it's the after it's.
If an agency is getting leadsfor a practice, somebody has to
(02:21):
be on top of them 100 of thetime.
It has to be their primary role.
It can't fall to the backburner, and that's what I've
seen been the challenge withoffices when they're saying
their leads suck um.
Most often it's thefollow-through and the follow-up
that is actually when we pullback the curtain a little bit,
it's it's
Speaker 1 (02:41):
that piece of it yeah , it is, and we didn't even talk
about.
So jen, uh, runs the troymethod.
It's that piece of it.
Yeah, it is, and we didn't eventalk about it.
So Jen runs the Troy method,it's her company and it's uh.
You can go into detail aboutthis, about the a call center
for funneling leads into, soyour team doesn't have to make
the call.
So that's what you guys havebeen doing and it's been
evolving as well.
So what are you up to now?
Speaker 2 (03:00):
Yeah, yeah.
So, um, it started after I leftthe practice.
I moved away.
I had to figure out what to donow that I had left the practice
I was working in.
Go back to a practice, andthat's y'all know.
It's that running a practiceisn't for the faint of heart.
(03:21):
I had kids.
I wanted to try to stay homeand figure something out.
When I moved from the practice,I saw how big of a gap lead
follow up was Again, even withmy trained staff, who was
phenomenal.
They were this.
This ball was droppingconstantly, and so I saw
something.
I saw something there, justhelping my office back in the
(03:43):
day with our lead follow-up andfast forward after working,
starting with an agency and themfinding out that I was doing
this remotely, I slowly butsurely started adding multiple
offices.
We've worked with hundreds ofoffices now over the last
several years.
So we've just taken it like whatam I doing now?
(04:05):
It's that service like and it'sexponentially better than it
was when we started.
We've learned a lot.
We've pivoted some of the wayswe do things.
The team that I have now isstronger than ever.
So we take leads.
That's what we do.
We take the leads and we bookthe new patient appointments.
We pick up the phone and wecall them, and we call them
(04:28):
again, and we call them again,and we call them again until we
get somebody to book anappointment or tell us no, leave
me alone.
And there's a reason why we doit that way.
That's the method.
It's kind of formulated overtime, but that's why we do.
What we do is you have to havethe consistent, steady and
(04:49):
repeatable process to getpatients and leads into the
practice.
Speaker 1 (04:55):
And I know you got chiropractors nodding their head
right now saying that isexactly one of the biggest balls
we drop, and it's because it'stough.
We're so used to uh, patientscalling.
The number one phone callchiropractors get every day in
their office is hey, I'd like tobook an appointment.
It's your current patientscalling you.
We see this through googleadvertising as well.
Docs call me up all the time.
(05:15):
Can you run my google ads?
Yes, we can run your google ads.
We run google ads and they see60 of the calls when you track
them are their current patientsand you're like well, what that?
Why are they clicking on my ad?
Well, because people just clickon the first link they put in
your name and you show up at thetop.
But your sponsored link is nowat the top.
But anyways, long story short,they're the ones calling you
trying to rebook an appointment,reschedule an appointment, get
(05:37):
their husbands in.
Whatever it is, they're yournumber one call per day.
Then the other calls that youguys like, hey, do, do you guys
accept new patients?
So you're like, yes, we do, andyou do your thing.
And one, two, three, you gettheir information again and
we're so trained into that.
Those are our.
90% of our calls are that youdon't get people kicking tires
calling you.
You don't get people.
You might get some insurancequestions, or do you take my
(05:59):
insurance, or how much do youcharge, and then they they may
go somewhere else.
That's fine, but that's such asmall percentage.
When you get into this type ofmarketing Facebook marketing,
whatever it is lead generationmarketing now you're getting all
those other, the 10% you'rejust high-voluming that to.
Instead of one or two calls aweek, now you're getting 20 or
30 leads per week coming inthrough your marketing and you
(06:23):
guys all throw a fit like theseguys suck, everyone sucks.
These leads all suck.
These leads don't suck.
You're just never been used tohaving full conversations with
them, never been used to thesales process of like, hey, how
do I convert you in this next 10seconds to become a patient
into our office?
We're not trained in that.
I tell you this.
So chiropractors complain aboutgoing to chiropractic school and
(06:44):
knowing nothing about business.
Right, then you learn all thatstuff.
Then all the intricacies ofrunning a practice.
Forget about call centers,forget about marketing
psychology, reversing being acar salesman I mean these.
These people who are in carsales know it better than anyone
else.
You're trapped in there.
If you ask one question, you'retrapped in a car lot for two
and a half hours and you may ormay not walk out with a car.
(07:07):
So they know a whole system tothis right and same thing with
you guys, and that's why it'scalled the Troy method.
You guys have figured out amethod over time of what really
works at converting more leads.
Speaker 2 (07:16):
Your team has no time to do any of this, so that's
the value, and what thousands ofdollars a month getting spent
on all these new leads coming in, these leads that they're like
holy smokes.
Holy smokes, they cannotconvert themselves.
You know, okay, yet we havesome self-booked funnels and all
(07:41):
the things.
But to get the best bang forthe buck, you've got to have
somebody either on your team orhire somebody to wear this hat.
It can't be something they doin the middle of the shift on
their lunch break.
When a lead comes in, it can'twait three hours, four hours, 24
hours.
You might as well just take amatch to your marketing dollars.
(08:02):
That's what I say.
If you're not having somebodyfollow up consistently and all
the time, it's like lighting amatch.
Don't even just turn yourmarketing off.
You know like somebody has tobe there to follow up and stay
on top of it.
Speaker 1 (08:18):
Yeah, for sure, and that's what you guys bring to
the team there.
So how does it work on the backend?
So somebody says this soundsamazing, I need that, or I'm
going to turn off my advertising.
What does it look like workingwith you?
Speaker 2 (08:29):
Yeah, some agencies are going to be mad at me for
saying that working with you.
Yeah, some agencies are goingto be mad at me for saying that
so we assign.
What it looks like is we havesomebody who's assigned to a
practice, so we're not like around Robin where you got to
wonder, like who's going to betaking my calls.
We're also primarily USA based.
I say primarily because I dohave two Spanish speakers that
(08:51):
aren't in the country.
Spanish is their first languageand they handle my Spanish
clinics or the clinics that needthat.
But we are USA based.
That's another, you know, thingdoctors worry about is the
language barrier.
That you know.
Who am I actually?
Who's actually going to be onmy calls when we assign a person
to your office?
(09:11):
Most of my team has had anoffice chiropractic experience.
I have begun to really see howvaluable the patient having
somebody on my team who's hadthat office experience and
patient experience, we justelevate their phone skill set,
their sales skill set when theyjoin my team.
(09:34):
So we assign a person to apractice and we really want to
operate like an extension of you.
We don't want it to feel like acall center.
We don't want.
I actually hate that we'recompared as a call center, but
that's effectively what we'redoing.
We do not want the patients tofeel like they're talking to
(09:55):
anybody else but your office.
So we assign somebody to you.
We get into your schedulingsystem if we can.
It's like you're hiring a teammember that just sits remotely.
You don't have to train and youdon't have to worry about all
that stuff, and it's I mean,it's at a fraction of a cost of
a full-time team member.
Speaker 1 (10:14):
Yeah, yeah, no, I love it.
We've been using you guys.
You guys are absolutely great,professional.
You can't mimic this.
I know AI comes into thequestion all the time.
I feel like every podcast in2025 is AI something, some
question about it and as good asit gets.
I've been through some of thesedemo calls with some of the
best, I think, in AI right nowas far as sales across all
(10:35):
industries, and a lot of themare embedding into healthcare
and it's there.
It's cool.
The tone is great.
You can get accents, you canget southern draws, you can get
northern accents it's prettycool.
Northern accents it's prettycool.
But any professional I think ourideal clients are people that
(10:56):
are professional, higher incomeearners, upper middle class I
mean, that's what chiropractictypically gets people who can
pay for your service.
Yes, they're picking up on AIfor sure.
The long pause, the incorrectanswer right?
Yeah, it's pretty quick withinseconds.
They know they're not talkingto a person.
I'm still one of those oldschool guys that's probably
going to hang up on thatconversation.
(11:17):
I just want to be talking to amachine and I feel like a lot of
my ideal clients would probablyfeel the same way there.
So we're not.
I don't think we're there yet,I don't think it's one of those
things that we have to throw outthe window, but what I think
the value is, the troy method isbringing real live us based uh,
personnel to help answer yourcall, so you can at least get
that, which is which isabsolutely phenomenal.
Speaker 2 (11:38):
Yeah, thank you for bringing AI to the to the
conversation because, um, Ithink it is important.
You and I had briefly touchedon this.
It's, it's, you know, likequality patients in the door is
what has been one of the biggestcomplaints I hear before
somebody hires us like, oh, mymarket, like we just talked
(11:58):
about, my marketing stinks.
It's not bringing in qualitypatients, they're not
pre-qualified.
Um, how's ai gonna do that foryou?
So I caution the use of it inentirety.
I think it absolutely has a timeand a place.
I also think it's prettyincredible how it has the voice,
the cadence, that kindpopulation.
Right, older, you know, theyhave spinal degenerative
(12:37):
conditions, neuropathyconditions.
They're an older, they don't.
They're not a big fan oftechnology, still, they're still
trying to get on the technologytrain.
So, you know we're toying withAI kind of like I talked about.
I just don't think it shouldyet replace humans in its
entirety.
Maybe after hours, weekendsthat's kind of what we're
dabbling in right now picking upan inbound call that we may not
(13:00):
be able to answer because wedon't have 30, you know,
overseas agents just waiting fora phone call to be picked up.
So, yeah, I think it's.
I think it's evolving, butthat's not what we use 100% of
the time we have people on thephones constantly.
Speaker 1 (13:19):
Yeah, no, it has its role in automation and in a lot
of funneling and all this.
It's there.
I think it's there, but as faras some of these people leaning
towards hey, I'm going to get AIto answer my calls, I don't
think the chiropracticprofession's there yet.
I think most owners are goingto be cautious about it and I
think they're all agreeing withus right now as they listen to
this too.
So what do you feel is thebiggest hurdle right now with
(13:43):
even leads and marketing ingeneral?
Where are we at with themarketing?
Are people as responsive asthey were two years ago to
Instagram marketing, facebookmarketing, google marketing?
Are they picking up the phonelike they used to?
Are people becoming, you know?
I read this article the otherday saying people are about to
ditch these phones and throwthem in the garbage and just
(14:03):
detach from texting and calling,and Gen Z is really starting to
go back to flip phones becausethey're just like.
This is making me sick.
So where do you think we'regoing with this marketing?
Are people picking up?
How are your efforts?
Speaker 2 (14:14):
looking.
I can relate to that sentiment.
I'm tired of my phone too, tobe honest.
It's no, you know.
It's interesting because wetrack stats.
We track stats with all of ourclinics across the board we have
now for the last several years,and I think people are a little
less responsive to the socialmedia marketing.
(14:38):
We track engagement.
It's interesting, it'sfascinating to see some of the
differences of just the socialmedia marketing.
It's different.
I can't put my finger on itbecause I'm not the agency who
gets to see kind of all thosestats, but from our perspective
it does seem to have changed andit's harder, I would say it's
(15:02):
harder today to get people onthe phone.
That's why we stay true to ourmethod of consistent, steady
nurture.
If you don't get them rightaway, you know that five to 15
minute timeframe and actuallythat window seems to be going
smaller and smaller you losepeople, and that's why it's so
important for offices to havesomething in place that gets to
(15:25):
a lead right away.
That's that's going to be yourbest bet.
And so I have seen a shift, Ihave seen things change, things
like.
You mentioned google ads, and Iknow you do that for a lot of
your clients um, those arebetter.
It's higher intent.
People right, they're searching, they click and they're calling
(15:46):
.
I do that for the majority ofservices.
I want to find in my areachiropractor near me, back pain
near me, whatever it is.
Those are higher intent.
My dog clearly wants to jointhe podcast.
So I think, yeah, it'sdefinitely shifted, but
consistency in the follow-upremains the same.
(16:07):
Got to stay consistent becauseour conversion is still strong
with the people we do engagewith.
Speaker 1 (16:15):
Yes, yeah, and that's where you know improvement of
your ad strategies are bettertoo.
So those people, even theseagencies, being left in the dust
with the same type of adstrategy that's been working
three years ago, it doesn't worknow.
You have to be captivating, youhave to capture the lead's
attention and get them involvedin some type of follow through,
instead of just the give me yourname and phone number and hope
(16:37):
for the best type thing.
So I'm finding that too throughmy testing and getting that is
putting them through a littlebit of a, a little bit of a
journey.
So, ending the, the lead form,if you're doing lead forms,
ending it with okay, you're inyour final step.
The next step is to book yourappointment.
Please pick up the next callcoming to your phone right now,
or please answer the next textcoming to your phone right now
and boom, it's the link to bookan appointment.
(16:58):
So a little bit different thanjust thanks, you're all set,
expect a call soon.
So these little things that I'mfinding small percent conversion
upticks from that as well.
So there's ways to do this andI know some of the listeners try
their own ads too, and thismight be a call for Jen to
giving her a call being like,listen, I run my own ads, I'm
doing my own stuff, but you'reright, we dropped the ball on
following these people up.
So what have you found inchiropractic offices?
(17:20):
What's their system forfollowing with leads?
What have you found?
What did they typically do theya lead comes in?
How many calls do they givethem?
How long do they follow up?
What do they typically justdrop off and stop calling that
patient?
Speaker 2 (17:34):
Favorite question of the day here Not enough.
How about that?
Not enough at all, and so, butwhat I've heard, the feedback
I've seen, is maybe calling twoto three times max.
Might leave a phone messagelike a voicemail or two, and
(17:54):
then they might send the sameamount of and that's it.
Then the office is, the staffis like I'm not bothering these
people anymore, I don't like.
If they don't want to call meback, that must mean they're not
interested, and I used to thinkthat way too, like back in the
practice when I didn't reallyget it.
That's not how it should behandled.
(18:17):
And here's, here's a big thing Ithink most.
I think that it's important toknow about me, not a
chiropractor.
Wish, if I could reverse time,I would be.
I've actually considered iteven still, but I, my vision,
(18:41):
has shifted in what I'm doing toget every single person on the
planet a primary chiropractor,like I want it to be so
prevalent, just like traditionalmedicine, and just like
everybody feels like they haveto have a primary medical doctor
.
Um, I have a primarychiropractor.
I don't have a primary medicaldoctor that I go see, um, when I
, anytime I need to see them,they're my primary, and so I say
(19:01):
that, I tell you that becausethat's why we are so aggressive
with our follow-up.
My whole team is on that samemission and has that same vision
with me.
I want more people to know justhow powerful chiropractic is.
So that's why we get up and wedo this every day and we pound
pavement, we make a lot of calls, do this every day and we pound
(19:26):
pavement, we make a lot ofcalls and we bug people.
Okay, so back to your question.
The office doesn't do it enough, and and again, it's, it's.
I get it.
You think your staff thinksthey're bugging people.
Well, I want to bug peopleenough because I want them to
get to the right kind of office,I want them off drugs, I want
them doing less surgeries.
And the way we do that is tostay consistent with following
up with them the minute that.
(19:47):
If there's one thing that docscould take away from this call,
it's that their staff that'sdoing this has to shift their
perspective on why they'remaking these phone calls.
It's not just to book anothernew patient appointment.
It is, but it's also far, farbigger than that, and that's why
we call and we call, and wecall and we call.
(20:08):
We don't just call two or threetimes, we don't just call five
times, we call a lot because wehave that vision of getting them
to the right practice.
Because if we didn't have a whythat big and that powerful, it
would be hard for my team towant to call two or three times
or any more than that either.
(20:28):
So I will tell you that's thebiggest misstep in a practice is
that they're only calling acouple of times and then they
feel icky.
I'm feeling salesy.
I'm feeling icky.
If they wanted our help, theywould call us back.
I'm feeling icky If they, ifthey wanted our help, they would
call us back.
I agree and disagree.
They get busy.
(20:50):
You didn't call for five, six,seven hours or until the next
day.
Their life got back to normal,their pain.
They're like I'm not going toworry about this right now.
I got 20 other things to do.
We just keep calling.
So they don't call enough.
Speaker 1 (21:01):
I know that was a real long answer to your
question no, yeah, I was lookingfor a number and I think you
nailed it.
It's two or three times.
I mean, that's really it.
That's from my experience withmy team and it's for those same
sentiments, for sure, it's the.
I don't want to bother them.
I don't want them to get mad Ifthey're not calling us back.
Obviously they don't want this.
It's really not true.
Speaker 2 (21:22):
And it's not true.
And here's the thing.
It's not that your staff is bad, like there's phenomenal staff
out there.
They're wearing other hats,though you know.
There's so few offices thatonly have a staff member doing
the lead follow-up and that's it.
That's their only hat, becauseit's very easy to start piling
on.
Well, let, let let me have themverify insurance benefits, let
(21:43):
me have them put you know tofill the other time in.
Um, and that's where.
That's where they start.
This thing starts falling bythe wayside because it is.
It takes the skillset and ittakes the mindset to to stay
consistent with this.
I know, cause I felt the sameway back when I worked in the
practice and didn't reallyunderstand the gravity of just
(22:07):
how much leads needed.
If you're going to be spendingmoney on social media marketing
specifically, you got to getafter it and stay consistent.
You have to make calls.
You can't just rely onautomation.
You got to make calls too.
You got to have personalconnection.
That's super important.
Speaker 1 (22:26):
You do, you absolutely do.
No, you nailed it and that's it.
And you know, some people mightbe saying no, no, I think we do
better than that.
Ask your team, Trust me, they'requitting after two or three,
one voicemail and two calls andthey are giving up on that lead
in.
And my question is you knowwhere does that go?
And I have other podcasts onthis where we go into the
nurture sequence about all this.
And since you've taken up forour team here in our locations,
(22:50):
they asked me like well, I canmake some calls.
I'm like no, you don't have tomake any calls.
Like they're like they'reliterally telling me well, what
do I do now?
I'm like well, there's tons ofother stuff we need to do.
It takes off a huge thing offtheir plate when you take off a
lot of their calls Because Itold them what's most of your
calls.
And they're like it's leadfollow-up, because when patients
call, they're just booking thenext appointment.
Very simple, we're rescheduling.
Those are easy.
(23:10):
And if they come in from Google, those are easy too.
They've paid.
Because, they're already on thephone we take, come on in, yeah,
so they're just so used to thatand you don't realize as you,
as this behemoth of marketingstarts to build on your practice
, which is, you know, socialmedia marketing, it creates this
(23:32):
whole other industry whereyou'd like you just told us, the
people hire a lead follow-upperson just to call for leads in
their office.
I mean, that's a part-time tofull-time position.
That's pretty expensive.
I don't know what state youguys are in, but, uh, you got to
pay them a fair wage to do that.
It's kind of it's kind of crazy.
So there's that as well.
So, yeah, you guys bring a hugeum, a huge element to that.
(23:54):
If you're into this type ofmarketing, you need, uh, the
followup, otherwise you'rereally losing on the law, that
stuff.
Speaker 2 (24:00):
Awesome, 100%.
And you said something to abehemoth is my favorite word of
the day.
But you said something to likethey.
They have to track.
It is important.
They can't go off what theirstaff is just telling them
they're doing.
There has to be a system mostoffices use, like if they're you
know the go high level orwhatever.
You have to track how much yourteam is actually calling,
because they can tell youthey're calling, you know the go
(24:20):
high level or whatever.
You have to track how much yourteam is actually calling, cause
they can tell you they'recalling five times, but are they
?
Do they even know?
And it's not that they'retrying to be deceitful, it's
that do they even like if you're?
If there isn't a system totrack it, you don't have any
idea how many times they'reactually calling.
They could feel like they'recalling a lead five times when
(24:41):
it might have only been two orthree.
So I think it's super important.
A lot of offices come to me andwhen I ask what their current
conversion is, how many callsthey're making right now, how
many leads are coming in, theydon't know.
They need to know their stats.
So super important.
It's like you can't just throwmoney at something and hope it
(25:06):
works, although it would be nice, right, as business owners, I
get it.
I want to throw money atsomething and hope it works too,
but this is a big, big gap that, uh, if you're spending money
on, you got to make sure you'reyou're following through on it
Super, super important.
It's why we exist, um, it's theonly reason we exist is for
this reason and there's such aneed for it, um, because so many
(25:27):
offices are too busy to to pickup this, this ball and run with
it.
Speaker 1 (25:33):
So true, yeah, so true, yeah, Awesome.
So yeah, Troy method look themup.
Contact Jen If you have anyquestions about this stuff.
They've, uh, they've got itfigured all out on that end.
So as long as you got thefunnels coming in, you got the
leads coming in.
This is definitely someone whocan help you out.
So thanks for doing the show.
Speaker 2 (25:50):
Yeah, I appreciate it .
Another selfish plug.
I have a course out there, too,that if you don't want to hire
somebody but you need to trainyour staff, there is a course
out there that I've created thathelps get them in the mindset
of what lead follow-up is, howoften the scripting, the
questions that we get asked.
You know how to handleobjections.
(26:11):
It's a it's a really goodlittle course that helps train
staff.
We've had some of our officesutilize it in the past.
So, yeah, it's through mywebsite, wwwthetroymethodcom.
There is.
There's a spot on there for thecourse.
It's, I think, seven modules of, again, the mindset you need to
(26:37):
be in to even be on calls, thedifference between a lead and a
referral and how the phone callshave to be different, what the
script should sound like, how wehandle some of the insurance
objections and things like that.
So, yeah, check it out.
I'd love to chat even just chatwith anybody that has questions
about how my team does it.
(26:57):
I'm here for the profession.
I want every patient to have achiropractor, whether you work
with us or not.
Speaker 1 (27:05):
Awesome.
Go check that out, and thanksfor your time today.
Speaker 2 (27:07):
Yes, thank you.
I appreciate you having me.
Speaker 1 (27:10):
Yeah.
Hey everyone, welcome to another episode of Marketing
101 for Chiropractors.
Really special guest this weekJen Troy from the Troy Methods
here.
Thanks for joining us Hello.
Speaker 2 (00:11):
thank you so much for having me.
This is a long time coming.
Speaker 1 (00:15):
Yeah, we've been working back and forth together
for a while and I just thought,hey, you know, let's talk about
this.
We've had some great podcastsrecently come out about, you
know, the leads don't suck, yousuck.
You know, the leads don't suck,you suck.
You know.
I was just, you know, makingfun of doctors there for a
little bit and it reallytriggered a whole response from
a lot of people saying, well,hang on a sec, what are you
talking about?
And that's what got me into theidea.
(00:35):
I'm going to call Jen.
I'm going to tell you why.
You've been seeing this foryears in the chiropractic
profession, of like with alltypes of marketing, saying, hey,
marketing doesn't work, uh, theleads are no good.
Well, let's start this wholepodcast off with that.
What have you noticed over theyears?
That, uh, has been the biggeststruggle for chiropractors in
their offices.
Speaker 2 (00:54):
Ooh, that's such a big question, okay.
So, yes, I agree, that is themarketing doesn't suck.
Things behind the scenes on thedoctor's side might suck.
I know it's hard to hear anddon't stop the podcast now.
Hang with us.
(01:14):
Here's what I've seen, and evenhaving worked in a practice for
a lot of years, even with astaff who's so well-trained on
how to handle phone calls andall the things, their time is
the problem.
So we have this kind ofoverarching oh, my marketing
(01:35):
isn't working.
Nobody's showing up to the door.
Oh, they're bad.
When they come in, they're notquality leads.
What's happening in what I'veseen?
Four years I've been doing thisand only this lead follow-up and
booking appointments foroffices I've seen that there's a
gap between those leads comingin and how they're being handled
once they come in, and ifthey're being handled at all.
(01:58):
That's the problem that we'veseen the biggest gap.
Even working in the office, Ithought oh, the leads aren't?
They're not that good.
Nobody's picking up the phone,nobody's calling us back.
We're texting, we're callingAgain to answer your question.
In short, it's the after it's.
If an agency is getting leadsfor a practice, somebody has to
(02:21):
be on top of them 100 of thetime.
It has to be their primary role.
It can't fall to the backburner, and that's what I've
seen been the challenge withoffices when they're saying
their leads suck um.
Most often it's thefollow-through and the follow-up
that is actually when we pullback the curtain a little bit,
it's it's
Speaker 1 (02:41):
that piece of it yeah , it is, and we didn't even talk
about.
So jen, uh, runs the troymethod.
It's that piece of it.
Yeah, it is, and we didn't eventalk about it.
So Jen runs the Troy method,it's her company and it's uh.
You can go into detail aboutthis, about the a call center
for funneling leads into, soyour team doesn't have to make
the call.
So that's what you guys havebeen doing and it's been
evolving as well.
So what are you up to now?
Speaker 2 (03:00):
Yeah, yeah.
So, um, it started after I leftthe practice.
I moved away.
I had to figure out what to donow that I had left the practice
I was working in.
Go back to a practice, andthat's y'all know.
It's that running a practiceisn't for the faint of heart.
(03:21):
I had kids.
I wanted to try to stay homeand figure something out.
When I moved from the practice,I saw how big of a gap lead
follow up was Again, even withmy trained staff, who was
phenomenal.
They were this.
This ball was droppingconstantly, and so I saw
something.
I saw something there, justhelping my office back in the
(03:43):
day with our lead follow-up andfast forward after working,
starting with an agency and themfinding out that I was doing
this remotely, I slowly butsurely started adding multiple
offices.
We've worked with hundreds ofoffices now over the last
several years.
So we've just taken it like whatam I doing now?
(04:05):
It's that service like and it'sexponentially better than it
was when we started.
We've learned a lot.
We've pivoted some of the wayswe do things.
The team that I have now isstronger than ever.
So we take leads.
That's what we do.
We take the leads and we bookthe new patient appointments.
We pick up the phone and wecall them, and we call them
(04:28):
again, and we call them again,and we call them again until we
get somebody to book anappointment or tell us no, leave
me alone.
And there's a reason why we doit that way.
That's the method.
It's kind of formulated overtime, but that's why we do.
What we do is you have to havethe consistent, steady and
(04:49):
repeatable process to getpatients and leads into the
practice.
Speaker 1 (04:55):
And I know you got chiropractors nodding their head
right now saying that isexactly one of the biggest balls
we drop, and it's because it'stough.
We're so used to uh, patientscalling.
The number one phone callchiropractors get every day in
their office is hey, I'd like tobook an appointment.
It's your current patientscalling you.
We see this through googleadvertising as well.
Docs call me up all the time.
(05:15):
Can you run my google ads?
Yes, we can run your google ads.
We run google ads and they see60 of the calls when you track
them are their current patientsand you're like well, what that?
Why are they clicking on my ad?
Well, because people just clickon the first link they put in
your name and you show up at thetop.
But your sponsored link is nowat the top.
But anyways, long story short,they're the ones calling you
trying to rebook an appointment,reschedule an appointment, get
(05:37):
their husbands in.
Whatever it is, they're yournumber one call per day.
Then the other calls that youguys like, hey, do, do you guys
accept new patients?
So you're like, yes, we do, andyou do your thing.
And one, two, three, you gettheir information again and
we're so trained into that.
Those are our.
90% of our calls are that youdon't get people kicking tires
calling you.
You don't get people.
You might get some insurancequestions, or do you take my
(05:59):
insurance, or how much do youcharge, and then they they may
go somewhere else.
That's fine, but that's such asmall percentage.
When you get into this type ofmarketing Facebook marketing,
whatever it is lead generationmarketing now you're getting all
those other, the 10% you'rejust high-voluming that to.
Instead of one or two calls aweek, now you're getting 20 or
30 leads per week coming inthrough your marketing and you
(06:23):
guys all throw a fit like theseguys suck, everyone sucks.
These leads all suck.
These leads don't suck.
You're just never been used tohaving full conversations with
them, never been used to thesales process of like, hey, how
do I convert you in this next 10seconds to become a patient
into our office?
We're not trained in that.
I tell you this.
So chiropractors complain aboutgoing to chiropractic school and
(06:44):
knowing nothing about business.
Right, then you learn all thatstuff.
Then all the intricacies ofrunning a practice.
Forget about call centers,forget about marketing
psychology, reversing being acar salesman I mean these.
These people who are in carsales know it better than anyone
else.
You're trapped in there.
If you ask one question, you'retrapped in a car lot for two
and a half hours and you may ormay not walk out with a car.
(07:07):
So they know a whole system tothis right and same thing with
you guys, and that's why it'scalled the Troy method.
You guys have figured out amethod over time of what really
works at converting more leads.
Speaker 2 (07:16):
Your team has no time to do any of this, so that's
the value, and what thousands ofdollars a month getting spent
on all these new leads coming in, these leads that they're like
holy smokes.
Holy smokes, they cannotconvert themselves.
You know, okay, yet we havesome self-booked funnels and all
(07:41):
the things.
But to get the best bang forthe buck, you've got to have
somebody either on your team orhire somebody to wear this hat.
It can't be something they doin the middle of the shift on
their lunch break.
When a lead comes in, it can'twait three hours, four hours, 24
hours.
You might as well just take amatch to your marketing dollars.
(08:02):
That's what I say.
If you're not having somebodyfollow up consistently and all
the time, it's like lighting amatch.
Don't even just turn yourmarketing off.
You know like somebody has tobe there to follow up and stay
on top of it.
Speaker 1 (08:18):
Yeah, for sure, and that's what you guys bring to
the team there.
So how does it work on the backend?
So somebody says this soundsamazing, I need that, or I'm
going to turn off my advertising.
What does it look like workingwith you?
Speaker 2 (08:29):
Yeah, some agencies are going to be mad at me for
saying that working with you.
Yeah, some agencies are goingto be mad at me for saying that
so we assign.
What it looks like is we havesomebody who's assigned to a
practice, so we're not like around Robin where you got to
wonder, like who's going to betaking my calls.
We're also primarily USA based.
I say primarily because I dohave two Spanish speakers that
(08:51):
aren't in the country.
Spanish is their first languageand they handle my Spanish
clinics or the clinics that needthat.
But we are USA based.
That's another, you know, thingdoctors worry about is the
language barrier.
That you know.
Who am I actually?
Who's actually going to be onmy calls when we assign a person
to your office?
(09:11):
Most of my team has had anoffice chiropractic experience.
I have begun to really see howvaluable the patient having
somebody on my team who's hadthat office experience and
patient experience, we justelevate their phone skill set,
their sales skill set when theyjoin my team.
(09:34):
So we assign a person to apractice and we really want to
operate like an extension of you.
We don't want it to feel like acall center.
We don't want.
I actually hate that we'recompared as a call center, but
that's effectively what we'redoing.
We do not want the patients tofeel like they're talking to
(09:55):
anybody else but your office.
So we assign somebody to you.
We get into your schedulingsystem if we can.
It's like you're hiring a teammember that just sits remotely.
You don't have to train and youdon't have to worry about all
that stuff, and it's I mean,it's at a fraction of a cost of
a full-time team member.
Speaker 1 (10:14):
Yeah, yeah, no, I love it.
We've been using you guys.
You guys are absolutely great,professional.
You can't mimic this.
I know AI comes into thequestion all the time.
I feel like every podcast in2025 is AI something, some
question about it and as good asit gets.
I've been through some of thesedemo calls with some of the
best, I think, in AI right nowas far as sales across all
(10:35):
industries, and a lot of themare embedding into healthcare
and it's there.
It's cool.
The tone is great.
You can get accents, you canget southern draws, you can get
northern accents it's prettycool.
Northern accents it's prettycool.
But any professional I think ourideal clients are people that
(10:56):
are professional, higher incomeearners, upper middle class I
mean, that's what chiropractictypically gets people who can
pay for your service.
Yes, they're picking up on AIfor sure.
The long pause, the incorrectanswer right?
Yeah, it's pretty quick withinseconds.
They know they're not talkingto a person.
I'm still one of those oldschool guys that's probably
going to hang up on thatconversation.
(11:17):
I just want to be talking to amachine and I feel like a lot of
my ideal clients would probablyfeel the same way there.
So we're not.
I don't think we're there yet,I don't think it's one of those
things that we have to throw outthe window, but what I think
the value is, the troy method isbringing real live us based uh,
personnel to help answer yourcall, so you can at least get
that, which is which isabsolutely phenomenal.
Speaker 2 (11:38):
Yeah, thank you for bringing AI to the to the
conversation because, um, Ithink it is important.
You and I had briefly touchedon this.
It's, it's, you know, likequality patients in the door is
what has been one of the biggestcomplaints I hear before
somebody hires us like, oh, mymarket, like we just talked
(11:58):
about, my marketing stinks.
It's not bringing in qualitypatients, they're not
pre-qualified.
Um, how's ai gonna do that foryou?
So I caution the use of it inentirety.
I think it absolutely has a timeand a place.
I also think it's prettyincredible how it has the voice,
the cadence, that kindpopulation.
Right, older, you know, theyhave spinal degenerative
(12:37):
conditions, neuropathyconditions.
They're an older, they don't.
They're not a big fan oftechnology, still, they're still
trying to get on the technologytrain.
So, you know we're toying withAI kind of like I talked about.
I just don't think it shouldyet replace humans in its
entirety.
Maybe after hours, weekendsthat's kind of what we're
dabbling in right now picking upan inbound call that we may not
(13:00):
be able to answer because wedon't have 30, you know,
overseas agents just waiting fora phone call to be picked up.
So, yeah, I think it's.
I think it's evolving, butthat's not what we use 100% of
the time we have people on thephones constantly.
Speaker 1 (13:19):
Yeah, no, it has its role in automation and in a lot
of funneling and all this.
It's there.
I think it's there, but as faras some of these people leaning
towards hey, I'm going to get AIto answer my calls, I don't
think the chiropracticprofession's there yet.
I think most owners are goingto be cautious about it and I
think they're all agreeing withus right now as they listen to
this too.
So what do you feel is thebiggest hurdle right now with
(13:43):
even leads and marketing ingeneral?
Where are we at with themarketing?
Are people as responsive asthey were two years ago to
Instagram marketing, facebookmarketing, google marketing?
Are they picking up the phonelike they used to?
Are people becoming, you know?
I read this article the otherday saying people are about to
ditch these phones and throwthem in the garbage and just
(14:03):
detach from texting and calling,and Gen Z is really starting to
go back to flip phones becausethey're just like.
This is making me sick.
So where do you think we'regoing with this marketing?
Are people picking up?
How are your efforts?
Speaker 2 (14:14):
looking.
I can relate to that sentiment.
I'm tired of my phone too, tobe honest.
It's no, you know.
It's interesting because wetrack stats.
We track stats with all of ourclinics across the board we have
now for the last several years,and I think people are a little
less responsive to the socialmedia marketing.
(14:38):
We track engagement.
It's interesting, it'sfascinating to see some of the
differences of just the socialmedia marketing.
It's different.
I can't put my finger on itbecause I'm not the agency who
gets to see kind of all thosestats, but from our perspective
it does seem to have changed andit's harder, I would say it's
(15:02):
harder today to get people onthe phone.
That's why we stay true to ourmethod of consistent, steady
nurture.
If you don't get them rightaway, you know that five to 15
minute timeframe and actuallythat window seems to be going
smaller and smaller you losepeople, and that's why it's so
important for offices to havesomething in place that gets to
(15:25):
a lead right away.
That's that's going to be yourbest bet.
And so I have seen a shift, Ihave seen things change, things
like.
You mentioned google ads, and Iknow you do that for a lot of
your clients um, those arebetter.
It's higher intent.
People right, they're searching, they click and they're calling
(15:46):
.
I do that for the majority ofservices.
I want to find in my areachiropractor near me, back pain
near me, whatever it is.
Those are higher intent.
My dog clearly wants to jointhe podcast.
So I think, yeah, it'sdefinitely shifted, but
consistency in the follow-upremains the same.
(16:07):
Got to stay consistent becauseour conversion is still strong
with the people we do engagewith.
Speaker 1 (16:15):
Yes, yeah, and that's where you know improvement of
your ad strategies are bettertoo.
So those people, even theseagencies, being left in the dust
with the same type of adstrategy that's been working
three years ago, it doesn't worknow.
You have to be captivating, youhave to capture the lead's
attention and get them involvedin some type of follow through,
instead of just the give me yourname and phone number and hope
(16:37):
for the best type thing.
So I'm finding that too throughmy testing and getting that is
putting them through a littlebit of a, a little bit of a
journey.
So, ending the, the lead form,if you're doing lead forms,
ending it with okay, you're inyour final step.
The next step is to book yourappointment.
Please pick up the next callcoming to your phone right now,
or please answer the next textcoming to your phone right now
and boom, it's the link to bookan appointment.
(16:58):
So a little bit different thanjust thanks, you're all set,
expect a call soon.
So these little things that I'mfinding small percent conversion
upticks from that as well.
So there's ways to do this andI know some of the listeners try
their own ads too, and thismight be a call for Jen to
giving her a call being like,listen, I run my own ads, I'm
doing my own stuff, but you'reright, we dropped the ball on
following these people up.
So what have you found inchiropractic offices?
(17:20):
What's their system forfollowing with leads?
What have you found?
What did they typically do theya lead comes in?
How many calls do they givethem?
How long do they follow up?
What do they typically justdrop off and stop calling that
patient?
Speaker 2 (17:34):
Favorite question of the day here Not enough.
How about that?
Not enough at all, and so, butwhat I've heard, the feedback
I've seen, is maybe calling twoto three times max.
Might leave a phone messagelike a voicemail or two, and
(17:54):
then they might send the sameamount of and that's it.
Then the office is, the staffis like I'm not bothering these
people anymore, I don't like.
If they don't want to call meback, that must mean they're not
interested, and I used to thinkthat way too, like back in the
practice when I didn't reallyget it.
That's not how it should behandled.
(18:17):
And here's, here's a big thing Ithink most.
I think that it's important toknow about me, not a
chiropractor.
Wish, if I could reverse time,I would be.
I've actually considered iteven still, but I, my vision,
(18:41):
has shifted in what I'm doing toget every single person on the
planet a primary chiropractor,like I want it to be so
prevalent, just like traditionalmedicine, and just like
everybody feels like they haveto have a primary medical doctor
.
Um, I have a primarychiropractor.
I don't have a primary medicaldoctor that I go see, um, when I
, anytime I need to see them,they're my primary, and so I say
(19:01):
that, I tell you that becausethat's why we are so aggressive
with our follow-up.
My whole team is on that samemission and has that same vision
with me.
I want more people to know justhow powerful chiropractic is.
So that's why we get up and wedo this every day and we pound
pavement, we make a lot of calls, do this every day and we pound
(19:26):
pavement, we make a lot ofcalls and we bug people.
Okay, so back to your question.
The office doesn't do it enough, and and again, it's, it's.
I get it.
You think your staff thinksthey're bugging people.
Well, I want to bug peopleenough because I want them to
get to the right kind of office,I want them off drugs, I want
them doing less surgeries.
And the way we do that is tostay consistent with following
up with them the minute that.
(19:47):
If there's one thing that docscould take away from this call,
it's that their staff that'sdoing this has to shift their
perspective on why they'remaking these phone calls.
It's not just to book anothernew patient appointment.
It is, but it's also far, farbigger than that, and that's why
we call and we call, and wecall and we call.
(20:08):
We don't just call two or threetimes, we don't just call five
times, we call a lot because wehave that vision of getting them
to the right practice.
Because if we didn't have a whythat big and that powerful, it
would be hard for my team towant to call two or three times
or any more than that either.
(20:28):
So I will tell you that's thebiggest misstep in a practice is
that they're only calling acouple of times and then they
feel icky.
I'm feeling salesy.
I'm feeling icky.
If they wanted our help, theywould call us back.
I'm feeling icky If they, ifthey wanted our help, they would
call us back.
I agree and disagree.
They get busy.
(20:50):
You didn't call for five, six,seven hours or until the next
day.
Their life got back to normal,their pain.
They're like I'm not going toworry about this right now.
I got 20 other things to do.
We just keep calling.
So they don't call enough.
Speaker 1 (21:01):
I know that was a real long answer to your
question no, yeah, I was lookingfor a number and I think you
nailed it.
It's two or three times.
I mean, that's really it.
That's from my experience withmy team and it's for those same
sentiments, for sure, it's the.
I don't want to bother them.
I don't want them to get mad Ifthey're not calling us back.
Obviously they don't want this.
It's really not true.
Speaker 2 (21:22):
And it's not true.
And here's the thing.
It's not that your staff is bad, like there's phenomenal staff
out there.
They're wearing other hats,though you know.
There's so few offices thatonly have a staff member doing
the lead follow-up and that's it.
That's their only hat, becauseit's very easy to start piling
on.
Well, let, let let me have themverify insurance benefits, let
(21:43):
me have them put you know tofill the other time in.
Um, and that's where.
That's where they start.
This thing starts falling bythe wayside because it is.
It takes the skillset and ittakes the mindset to to stay
consistent with this.
I know, cause I felt the sameway back when I worked in the
practice and didn't reallyunderstand the gravity of just
(22:07):
how much leads needed.
If you're going to be spendingmoney on social media marketing
specifically, you got to getafter it and stay consistent.
You have to make calls.
You can't just rely onautomation.
You got to make calls too.
You got to have personalconnection.
That's super important.
Speaker 1 (22:26):
You do, you absolutely do.
No, you nailed it and that's it.
And you know, some people mightbe saying no, no, I think we do
better than that.
Ask your team, Trust me, they'requitting after two or three,
one voicemail and two calls andthey are giving up on that lead
in.
And my question is you knowwhere does that go?
And I have other podcasts onthis where we go into the
nurture sequence about all this.
And since you've taken up forour team here in our locations,
(22:50):
they asked me like well, I canmake some calls.
I'm like no, you don't have tomake any calls.
Like they're like they'reliterally telling me well, what
do I do now?
I'm like well, there's tons ofother stuff we need to do.
It takes off a huge thing offtheir plate when you take off a
lot of their calls Because Itold them what's most of your
calls.
And they're like it's leadfollow-up, because when patients
call, they're just booking thenext appointment.
Very simple, we're rescheduling.
Those are easy.
(23:10):
And if they come in from Google, those are easy too.
They've paid.
Because, they're already on thephone we take, come on in, yeah,
so they're just so used to thatand you don't realize as you,
as this behemoth of marketingstarts to build on your practice
, which is, you know, socialmedia marketing, it creates this
(23:32):
whole other industry whereyou'd like you just told us, the
people hire a lead follow-upperson just to call for leads in
their office.
I mean, that's a part-time tofull-time position.
That's pretty expensive.
I don't know what state youguys are in, but, uh, you got to
pay them a fair wage to do that.
It's kind of it's kind of crazy.
So there's that as well.
So, yeah, you guys bring a hugeum, a huge element to that.
(23:54):
If you're into this type ofmarketing, you need, uh, the
followup, otherwise you'rereally losing on the law, that
stuff.
Speaker 2 (24:00):
Awesome, 100%.
And you said something to abehemoth is my favorite word of
the day.
But you said something to likethey.
They have to track.
It is important.
They can't go off what theirstaff is just telling them
they're doing.
There has to be a system mostoffices use, like if they're you
know the go high level orwhatever.
You have to track how much yourteam is actually calling,
because they can tell youthey're calling, you know the go
(24:20):
high level or whatever.
You have to track how much yourteam is actually calling, cause
they can tell you they'recalling five times, but are they
?
Do they even know?
And it's not that they'retrying to be deceitful, it's
that do they even like if you're?
If there isn't a system totrack it, you don't have any
idea how many times they'reactually calling.
They could feel like they'recalling a lead five times when
(24:41):
it might have only been two orthree.
So I think it's super important.
A lot of offices come to me andwhen I ask what their current
conversion is, how many callsthey're making right now, how
many leads are coming in, theydon't know.
They need to know their stats.
So super important.
It's like you can't just throwmoney at something and hope it
(25:06):
works, although it would be nice, right, as business owners, I
get it.
I want to throw money atsomething and hope it works too,
but this is a big, big gap that, uh, if you're spending money
on, you got to make sure you'reyou're following through on it
Super, super important.
It's why we exist, um, it's theonly reason we exist is for
this reason and there's such aneed for it, um, because so many
(25:27):
offices are too busy to to pickup this, this ball and run with
it.
Speaker 1 (25:33):
So true, yeah, so true, yeah, Awesome.
So yeah, Troy method look themup.
Contact Jen If you have anyquestions about this stuff.
They've, uh, they've got itfigured all out on that end.
So as long as you got thefunnels coming in, you got the
leads coming in.
This is definitely someone whocan help you out.
So thanks for doing the show.
Speaker 2 (25:50):
Yeah, I appreciate it .
Another selfish plug.
I have a course out there, too,that if you don't want to hire
somebody but you need to trainyour staff, there is a course
out there that I've created thathelps get them in the mindset
of what lead follow-up is, howoften the scripting, the
questions that we get asked.
You know how to handleobjections.
(26:11):
It's a it's a really goodlittle course that helps train
staff.
We've had some of our officesutilize it in the past.
So, yeah, it's through mywebsite, wwwthetroymethodcom.
There is.
There's a spot on there for thecourse.
It's, I think, seven modules of, again, the mindset you need to
(26:37):
be in to even be on calls, thedifference between a lead and a
referral and how the phone callshave to be different, what the
script should sound like, how wehandle some of the insurance
objections and things like that.
So, yeah, check it out.
I'd love to chat even just chatwith anybody that has questions
about how my team does it.
(26:57):
I'm here for the profession.
I want every patient to have achiropractor, whether you work
with us or not.
Speaker 1 (27:05):
Awesome.
Go check that out, and thanksfor your time today.
Speaker 2 (27:07):
Yes, thank you.
I appreciate you having me.
Speaker 1 (27:10):
Yeah.
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