August 1, 2025 • 35 mins
Have you ever considered what your patients are absorbing while sitting in your waiting room? In this eye-opening conversation with Greg Zoldy of ChiroMedia, we explore the often-overlooked power of internal marketing in chiropractic practices.
Greg shares his compelling journey from nearly tanking a successful practice to developing a revolutionary digital signage solution that transformed his patient communication. After watching his weekly visits plummet from 150 to 60, he realized it wasn't his technique that needed improvement—it was his ability to effectively deliver the chiropractic message consistently across all patient touchpoints.
What emerged from this struggle was ChiroMedia, a digital signage app that creates what Greg calls "the adjustment before the adjustment." This strategic system uses well-placed screens throughout the office to prepare patients mentally, educate them about chiropractic principles, and reinforce key messages as they leave. The genius lies in its ability to deliver consistent communication even when you're too busy for lengthy one-on-one discussions.
We dive deep into how this technology works across different practice models, whether you're subluxation-focused, pediatric-centered, or pain-based. Greg explains how the system allows for customization to match your specific philosophy while maintaining professional, engaging content that competes for attention in our scrolling-obsessed world. For multi-location practices, the platform offers streamlined management across all offices from a single dashboard.
Perhaps most valuable is the way digital signage creates opportunities for patient questions, allowing even introverted practitioners to shine when responding to specific inquiries rather than initiating conversations. It's the missing piece that bridges your external marketing efforts with the actual in-office experience.
Ready to transform how patients experience your practice? Visit chiromediaapp.app to discover how this plug-and-play solution can elevate your patient education and practice growth starting Monday morning.
- Join Marketing 101 for Chiropractors Facebook Group here
- Learn more at EnricoD.com
- Book a free discovery call with Enrico to level up your business
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Hey everybody, welcome to another episode of
Marketing 101 for Chiropractors.
Really cool guest this weekGreg from ChiroMedia.
Thanks for joining us, buddy.
Thanks, dr.
Speaker 2 (00:09):
Dees, nice to be here .
Speaker 1 (00:11):
Yeah, man, this was a great conversation.
We ran into each other a couplemonths ago down in Toronto
there and it was great meetingyou and we got into a great
discussion about marketing and Iwas like man, we're forgetting
a major piece of marketing,which is our internal, and
internal is a big word, justlike external from the table
talk to your business cards, towhat you're giving patients, to
(00:31):
flyers, to day two folders andour television.
I mean, what's in your waitingroom?
What are people doing when theywait for five minutes for you?
And sometimes, when you getbehind, they're out there for
like 25 minutes waiting for you.
Let's be real here If you'rerunning any type of a decent
practice, you do get behindsometimes.
So this is why you're here.
I'm really excited to talk toyou about it.
Tell everyone about where yougot started as a chiropractor
(00:52):
and what you're doing now withChiroMedia.
Speaker 2 (00:55):
Yeah, great, yeah, and it's been great to meet you
and others in Masterminds justto really truly craft our
calling basically to help liftchiropractic, lift all boats and
help chiropractors in practice.
So where my niche is is indigital signage.
Chiromedia is a digital signageapp on Amazon Fire TV and we're
really disrupting the I thinkwe're disrupting sort of the
(01:18):
ecosystem of how it's going tobe delivered in the future.
I think we're all used to using, you know, like you said,
pamphlets and maybe old schoolmethods of whiteboards or, if
they have TVs or computermonitors, they might be using
PowerPoint and that sort ofthing.
But chiromedia has reallyevolved through my story.
Basically it came out ofnecessity to become something
(01:42):
truly powerful that is going todisrupt how and really elevate
all boats across the board forchiropractic.
So a little bit about me.
I'm a chiropractor.
I'm still in actual practice upjust north of Toronto in a town
called Lowen Sound, lovelyGeorgian Bay, and I've been in
practice for 24 years and I'vebeen there, done that.
So I started a practice, Ibought a practice right out of
(02:05):
CMCC, so kind of even just goingbefore that, like knowing the
kind of person I am.
I owe it all to my upbringingsmall town, Ontario, and
basically a single income familymy dad was just sort of a Mr
Fix-It.
So I grew up, you know,bootstrapping how to make money
(02:25):
and go to university, cuttinglawns, being a bartender,
snowblowing, that sort of thing.
So but growing up I was kind ofthe light holder under the hood
with dad and never reallyturned the wrenches but
eventually I had to in anecessity if I wanted to make
money.
So I kind of learned how thingsworked and I fixed broken
things.
That's that's kind of mymentality that I grew up with.
(02:48):
So getting to chiropractic, Imean we all did it, we did the
hard things to becomechiropractors, and even in
chiropractic college I didn'twant to just be the average.
So I wanted to know, above andbeyond what the technique
package that you know, maybe aless principled college like
(03:08):
CMCC was.
So I made like over a dozentrips down to Mount Hoare,
Wisconsin, and minivan with abunch of other crazy
chiropractors, became thegondroid, the, you know, the
club president, all that kind ofstuff, and really wanted to
hone my craft.
So you know, when I hit theground running and not only that
, I was involved with in myclass in 2001, there were some
(03:30):
big hitters in that class.
There was the James Chestnuts,John Minardi he was in the
Thompson Club, you know, sort ofcompetitor.
But we learned to get alongbecause we just loved
chiropractic.
And you know they had friendsin chiropractic which was a
philosophy group, and so I doveinto everything technique,
philosophy and kind of wastrying to carve my way to be as
(03:54):
successful as I could hit inpractice.
And when I bought a practice uphere I thought that was enough,
you know so.
But quickly I learned that ashingle and your technique, if
you focus only on that and andonly focus on, you know,
teaching chiropractic you canquickly tank a practice.
(04:18):
So I did, I almost did.
You know I went from buying asuccessful practice you know in
today's terms was averagedaround 120, 150 visits a week
because my ego kind of almosttanked around 60.
And I'm like what the heck?
Right?
And so I had to figure out itwasn't just my craft, it wasn't
(04:40):
my skill set, it wasn't mytechnique, it was how I was
delivering it Right, it was inmy communication.
And we're going back beforeFacebook.
Folks Like the tools you get touse with Enrico right now are
incredible.
I was crafting Yellow Page adsand doing the B&Is and doing the
, you know, the outreach and thescreenings and all that kind of
stuff, the grassroots kiss andbaby things that politicians do.
(05:02):
So it's like really getting outthere to meet people.
But it was my delivery of themessage that wasn't hitting and
so I needed to hone my craft.
I got some coaching.
It was pretty amazing coaching.
So I quickly went from, youknow, the 60 a week to
onboarding tons of patients,quickly going to like 350, 400,
(05:25):
just adding, adding 50 a month,and eventually I'm in a practice
of 500 a week and I'm like holycrap, I don't have time to talk
as much.
So along the way I had tofigure out, even just using
these.
Remember the big old honkingIBM monitors, you know.
Speaker 1 (05:43):
I do yeah.
Speaker 2 (05:44):
Yeah, um, you know, I just had to say like I have to
go less one-to-one toone-to-many, and once I realized
that, I started investing innot just knowledge but like,
what does it mean to them?
And this is when I started totweak my brain about how does
(06:06):
the brain just likechiropractors honor how the body
works and heals?
I needed to learn and craft mycommunication on how the brain
learns and believes and followsand buys.
And so when I started honingthat craft, that's where not
only did my acquisition of newpatients increase, but my
retention just went through theroof and my need for more new
(06:28):
patients decreased, because I,you know, I had a bucket that
didn't have holes in it.
Speaker 1 (06:33):
Yeah, great, I mean yeah, and you learned.
I mean we I feel like we allhave to learn the hard way.
And sometimes you try and helppeople in the coaching and
they're young and it's not thatthey're stubborn, it's just
they're going to have to gothrough those learning curves on
their own.
There's no, there's no fat.
And as a coach, now, uh, youlike listen, I'm coaching you,
I've got the answer to get youfrom point a to point b a lot
(06:55):
faster.
And they just it's not thatthey're not digesting it, it's
not that they just have to gothrough the learning curve of uh
, not, but just grinding alittle bit to realize, oh, I
don't have to grind in sixthgear the whole time to get to
point B.
And then you're like, yeah,call me back in a year and we'll
get started again.
And it's frustrating as a coachbecause you're like well, the
(07:16):
whole point of me is to get youfaster.
And so I've noticed that with alot of chiropractors.
But internally, the reason yougot from 150 to 300 to 400 to
500 was the consistent doing theconsistent things.
Over and over that work, youdidn't start shedding and said,
okay, now I'm going to teachless or now I'm going to show
them less, or now I'm going toexplain less, or I'm going to
(07:37):
take less x-rays because I'mrunning out of time.
You didn't do that.
You kept doing the exact samething and figuring out how to
get the message to the masses.
And that's what we're talkingabout today is, you're a fixer
and I love it, and you fixsomething that I don't think was
broken.
I don't think it was everconstructed properly for the
time of 2025.
So some of the other thingsthat we've used on media my
(08:00):
experience up in Calgary withthat was like these guys, these
sales guys, would come by likehey, do you want to be shown in
PT and dental offices as anadvertisement on the television
or the local gym at Good LifeFitness, do you want to be on
the Good Life Fitness thing?
And I'm like that's kind ofinteresting and it was more of
an advertising type screen promo.
But everything else internallyfor our office didn't really
(08:20):
have solutions and there was oneback in like 2010, I forget his
name who did have it.
You'd hook it up, you'd buy it.
It had a monthly subscriptionto it.
But you've solved somethingbetter because it's all
customized and you have many,many templates to play according
to the chiropractor'sphilosophy and brand, right,
which is great, so you can pickand choose, you can do all this
(08:41):
stuff.
But I'm going to let you explainthe rest and why this is really
important to have is becausethe subliminal messaging that we
give our patients like many ofyou I know, look at which
magazines you put in the officeand many of you do not have the
main Cosmos and Time magazineand any of that in your office.
Why?
Because as soon as they open itup, it's all pharmaceutical ads
(09:01):
.
So I know a lot ofchiropractors will not have
those magazines in there andthey won't have, you know, cigar
officiato in there either.
Right, so you don't want topromote smoking, you don't want
to promote pharmaceuticals, andthese are the things that we do
on that, because we're consciousabout the sublux.
But what about the rest?
What else are they hearing inthe office?
And there's little things thatwe think about, even with design
(09:22):
.
I don't know about you, but Ialways kept my office kind of
open or semi-open, on purpose,on purpose.
And you know, in 20 years I'vehad maybe one person say this
isn't very private.
I can hear what you're talkingabout there.
I'm like, yeah, it's notprostate exams and pap smears.
This is chiropractor, you canhear whatever we're talking
about, uh, and they laugh, and Iguess so, and they always hear
something.
Every day I get a patient'slike I heard you talking about
(09:45):
you know nutrition and vitamin D.
Is it okay for a baby?
And I'm like, yeah, absolutely,but the dosage has you know,
and you get into this stuff thattalks about wellness and
vitality, which is great, buthow does this transpire into
media and what you do?
Speaker 2 (10:00):
Yeah, I love that.
Like, I have a semi-openconcept as well.
So, like a t-bar and and we,the way that I position it is I
intentionally made because ouradjustment time is minutes, like
it's, it's not like, sometimesit's less than a minute,
depending on the patient, right.
So we intentionally started tosay like, look captive, like,
(10:21):
take every moment captive andlike it evolved, right, I went
from like these ibm monitors tolike projection screens and and
then I you know, eventuallyhoned it down into basically now
you can do it on a, like I said, where it's on a amazon fire tv
stick.
You can stick into any, any,any, uh, any television that has
(10:42):
an hdmi port.
So it's very easy to implement.
But aside from that, theintention was what it's become
is a Wynn protocol.
So the experience that patientshave now through TVs, like we're
not taking the human aspect out, we're going into the
(11:02):
environment behind the humansand it's surrounding them.
So it's basically the TV at thefront desk or's surrounding
them.
So it's basically, you know,the tv at the front desk or
beside the front desk or aboveit.
We call that the welcome tv.
I don't know if you've everbeen to a very high-end spa or
restaurant and they usually havebig screen tvs that have
something that want they wantyou to feel when you enter,
(11:25):
right, and so, whether itstimulates their appetite or it
just welcomes them into theirenvironment or is announcing
something that's coming up.
So that's the wind TV that wehave.
And then, intentionally, wehave well, you probably call
them hot seats as well right,right before they come in for
their adjustment.
And so, you know, we hadanywhere between, uh, six to
(11:47):
twelve seats out there andpeople were waiting for their
adjustments, so we intentionallyput a screen in front of them
so that they got their nose outof their screen.
So we we had, we know we'recompeting and, like I said, like
facebook didn't exist when Istarted practice and that
competition became very real forme, you know, powerpoints
(12:08):
weren't competing with ourscroll feeds and so we needed to
develop media that wascompeting for their attention.
You know the hooks, the grabs,the, you know telling stories,
engaging them, bringing theminto the story of what we're
trying to tell them, right, andso we have an immersion tv that
they, they, intentionally, wesaid, well, we want them to wait
(12:32):
.
That's the adjustment before theadjustment, right, because the
subluxation sometimes existsbetween the ears, it's their
toxic thoughts, you know, it'stheir, their feelings, it's
their fears that are makingtheir bodies, you know, go into
fight or flight.
So absolutely, yeah, so.
(12:53):
And then the last part of thatis the next tv, and so we
intentionally want to like, asthey're leaving sometimes, we
incorporate that in if there'sonly two tvs in the office
because of you know, constraintsin in the physical layout, but
ideally it's a totally separateTV that's on the eyesight, on
the way out of the practice,that says, you know, have an
(13:14):
amazing day, well adjusted, youknow, just elevates them, lets
them know that somethingsignificant just happened and
congratulate them or encouragethem to do the things that we
told them to do in betweenadjustments and to tell them
like, hey, what's next?
What's next?
Do you have your nextappointment?
You know summer's coming, let'srearrange your schedule around
(13:34):
your holidays.
So it's all very intentional.
It's almost like having anautomated staff member that you
pay, you know, $2 an hour for,instead of whatever you're
paying them.
Right, this is more automation.
Speaker 1 (13:49):
No, it's great.
I mean it becomes part of yoursystems and procedures.
Right, your sop, because that'show all businesses should be
run.
You should be building yourbusiness in a cookie cutter type
presentation, and this couldhappen immediately, if you're on
top of it early in practice, orit can happen through your
career where you get to a pointwhere you've had this system in
(14:11):
place, documented and inpractice, that you can hand this
binder over to someone else andthey can just keep rolling with
it and get the same success youcan.
That's what we owe it toourselves, number one, and to
our profession, to the nextperson that takes over.
I don't know anyone that runs abusiness that just wants to
close the doors at the end andjust be like I just shut my
doors.
But I haven't seen it more inany other profession than
(14:32):
chiropractic where people arelike I'm just closing my office,
I'm like what?
How does that make any sense?
So, anyways, that's a differentpodcast for a different day,
but for you, these systems andprocedures play.
So how does it?
How does Cairo mediaspecifically work to deliver
that message to people?
And then, can we?
(14:53):
Can we use that on social media?
Can we use that on other mediasto develop a brand that's built
for us.
Speaker 2 (15:00):
Yeah, that's a great, great question and comment.
Great, great question andcomment and that's a.
That's a a problem that wetried to solve as well, because,
increasingly, what's being putout there on social, social
things, sometimes when they comein to the practice, there's a
disconnect, right.
So we made it so that it's it'scustomizable as well.
So, like I said, I thinkearlier, I knew that inherently,
(15:25):
the weaknesses is not noteverybody's going to like chiro
medias content, right.
Not everyone thinks like DrZoldy, not everyone thinks like
hey, that's not my techniquepackage.
I am more, you know, whateverbased, whether it's pediatrics
or whatever there's, there'sdifferent ways of thinking.
So we keep our content so thatit's principle and science
(15:47):
focused and not necessarilytechnique focused.
First of all, um, it'scustomizable.
So, you know, a lot of peopleare getting very savvy, or their
, their, their teams are prettysavvy using things like canva,
online editors and they cancreate their own graphics for
and we offer some templates aswell to get people started for
simple things, like you know,holiday announcements and that
(16:10):
sort of thing.
We want to keep people aware ofwhat's going on or workshops
that are coming up, and so thisis where it becomes a little
more organic than automated,like.
We want to have thatauthenticity along with the
automation.
And the awesome thing is nowyou and I are tapping into this
is the world of AI.
You can create this content.
(16:31):
Anybody can create this contentif you know how to get to pilot
AI, right.
So, full transparency.
We're using it.
We're coming up with ideas thathelp people understand at a
basic level, very complexstructures, right.
Complex research.
Ideas that help peopleunderstand at a basic level,
very complex structures, right,complex research.
We can't throw heidi havoc.
You know sense of self, youknow singular gyrus, like.
(16:56):
You can't talk like that to apatient.
We have to simplify it and say,like you, that feeling that you
get when you leave is real.
You know, chiropractic cantransform your life, it can
transform the way your brainworks.
That's real, right.
So that's where we're getting alittle more cutting edge from
(17:21):
and we're actually seeking outthose content providers.
So what's really exciting inthis last year is I've kind of
come out of the lab, so to speak, from being, uh, entirely
focused on the technology, um,and making sure that it can be
collaborative.
You know, I kind of I kind ofbring up the.
(17:43):
We're doing what Spotify did toNapster, right, you remember
Napster, yeah, where new gradsmight not know what that is, but
you know, music sharing used tobe like this free for all, you
know, like you could just grabit from anybody who had it on a
hard drive and you didn't haveto go to the local record store
(18:06):
or cd store to buy it.
So that was like the, the,before even apple music existed.
It was a free-for-all, and sothat's.
I grew up in that era, in my, inmy early career, was is like it
was a bit of a free-for-all.
People were downloading stuffand sharing it and we, you know,
you'd had dvds or even beforethat, vhs's, and they could all
(18:26):
be copied.
And so it's like I wanted toprotect the product providers
themselves and put it under apaywall so that what they're
creating in and broadcasting tosubscribers is protected, right?
So just thinking like thegolden rule is do unto others as
you want, done, done untoyourself.
We want to protect the productproviders at the same time, make
(18:48):
it easily accessible for theconsumer, and so that's what
we've done by introducing itthrough an app, right, and the
subscription based service, sothat it's, you know, it's
respectable, it's responsibleand it honors everybody, right,
still allowing the consumer tocustomize it.
So yeah, so yeah, that's.
(19:10):
That's kind of a ramble aboutyou know how it's.
I've really been behind thescenes a lot, but now I'm
emerging to really expand thisto to associations.
We've got the Canadian nationalalliance for chiropractic on
board.
We're bringing on stateassociations in the States.
We're just starting to onboardI'm not so sure I should mention
(19:35):
the name, but it's a veryprincipled chiropractic college
down your way, getting into eventhe colleges so that they can
be influential in.
You know, they're teaching thenext generation of chiropractic
when they graduate and all thealumni they want to be proud of
where they came from, and it'salmost like they get instant
(19:57):
reputation by association.
And so it's having that lionbehind your back, so to speak,
because I know a lot of docs.
They kind of get beaten up orthey don't have the confidence
to say what they really want tosay and it's like well, shoot,
why don't you like?
Okay, forget it.
If you don't want to say it,let your TV set.
Speaker 1 (20:15):
It's so great.
I hate to define people asextroverts and introverts, but
the introverts should be jumpingon this.
They should be like put on myTV, tell them everything they
need to know, because it spurs.
And introverts are really goodat when a question is given to
them because now they're intheir comfort zone.
So when the, when the tvstimulates something for the
(20:36):
doctor, that's introverted.
I think about my wife.
We practice together.
I'm extroverted, she'sintroverted.
I can talk about anything.
You come in a purple shoes.
I'm like god, here we go,subluxation.
So good, yeah, we're good, okay, uh.
But so that's the whole pointwith introverts, is they?
They get the, the, the tv to doit.
(20:57):
And then the direct questioncomes to them hey, I saw on the
tv something about sacralsubluxations.
What, what is that?
Does that really relate toanything with ibs or
constipation?
Now, an introvert thrives onthat.
But bigger than that is theconstant messaging that's always
there.
And your app has tons ofinformation.
So it's not like the patientcomes in, sits down and says the
same thing or sees the samething all the time.
(21:19):
And another thing is I know alot of chiro's are thinking like
oh, I'm just going to do thatmyself.
I'll put it on a PowerPoint,plug it in and I'm good.
I'm like, yeah, you said thatin 2012 and you still don't have
a waiting room slideshow goingbecause it's not going to make
it to the top of your list andyou're not going to get this
done.
And when you're done, you'regoing to be like that's not that
great, I got to add more tothat.
And then you're going to belike oh, an event's coming up
(21:40):
and I don't want to edit it.
So Greg has solved all that foryou.
To get this podcast to thepoint.
Here is this is something sonominal that you just add and
can play such a big role for allthe people that I get the
questions recently about oh,what classes should I run, what
workshops should I do?
Because they're not doing themand they know now they're seeing
(22:01):
, oh, maybe there's value tothis.
Let your media do the work foryou.
And they get the social mediathing.
Like I just worked with a newerclient.
They're like our Instagram andFacebook is so important to us,
it's our brand and we can't haveany typos.
And I was like you're right.
But Greg and I are probablylike nah, we don't care what
(22:24):
Facebook is Facebook's, justlike a megaphone, and I'm going
to post everything, done, betterthan perfect, every single time
.
I can't write an email without atypo in it, so I'm done.
I've been doing it for 20 yearsand I don't care.
My emails have typos in themand I don't give a crap.
I don't have time for this.
But these newer grads are likeno, a typo, that's the worst
thing you can do.
I'm like, trust me, it's notthe worst thing.
You can do.
Better that right now.
(22:53):
They're like oh, that's ai,isn't it?
Uh, and that, I think, hurtsyou more than being authentic.
And your, your media, can bevery authentic if you streamline
it.
And, uh, you've solved that,which is really cool.
So, uh, chiromediacom or dot ca, uh right now it's
chiromediaapp app, dot, app.
uh, so check, go.
So what you're going to do isyou're going to stop the podcast
or finish it, and you're goingto go there.
Check're going to stop thepodcast or finish it, and you're
going to go there, check it out.
(23:13):
Look what Greg's built and lookhow you can implement this
directly into your like onMonday, like, honestly, he'll
send in the mail and you're offto the races and going on this
and then the customization isdone on the website, right, you,
you?
Speaker 2 (23:32):
you get a.
You do this.
You don't have to email youevery single time for anything.
No, every, every user gets um.
It's basically a like a userdashboard.
So, yeah, yeah, you can manageit from anywhere.
You can add team members, um,and then you subscribe to the
different channels that arecongruent with your style of
practice or an association thatyou belong to.
Like I said, we are buildingthe network, and so if there are
, you know, like even likeFlorida State, you know we're
(23:55):
working with Washington Stateright now I'm heading out there
to the Cairo Fest and it's likethere's, there's benefits.
They can be the associations orthe groups can can have a
private channel.
So if they sign up with anaffiliate link and they're like,
hey, we just want this for ourpeople, they can have a private
channel.
We're doing this for trp, forexample.
(24:16):
You know they uh the remarkablepractice and they have to.
Your point, even just aboutdoing presentations and such, we
made it that I was fed up withhaving separate systems for
patient education on a screenand then I gotta freaking, pull
out my laptop and hook up a wireto to present my you know, my
workshop or my doctor report.
So I just said uh, hey guys, mydevelopers.
(24:37):
I'm like, can we just make thisso that I can upload my my
doctor report and use the samedamn remote for clicking through
?
They're like, yeah, we'll justcall it presenter mode, and so
they upload you can scheduleyour doctor report for six
o'clock on Tuesday night.
When you do it, you go, click,click, presenter and away you go
(24:58):
.
No extra wires, no extracomputers.
So it's, it's really, you knowit's.
I've solved problems that Iencounter myself.
So it's, it's built by achiropractor in the trenches.
Speaker 1 (25:11):
Yeah, and you're not a new grad, I mean 2001,.
I mean you've been doing thisfor a while, so it's you've
learned through, I think, allthree phases of marketing,
because 2001 was the beginningof like Google I mean Google
search and the internet.
Really, to be honest with you,I'm just a little bit behind you
there and I remember cost perclick and getting into all that.
I've been doing Google eversince.
So you've seen the phases andthe importance of that is the
(25:35):
seller's desire to buy.
You know what that is and Ithink that only comes with time
and you got to learn that.
I joke with new grads and evenmy patients.
I'm a better psychologist thanI am a chiropractor because of
all of the conversations I'vehad to have over the years.
There's three underlying causesto everything thoughts, traumas
(25:56):
and toxins.
And it's just repetitive andit's just unique for each and
every person.
So you can sell this to themand you have to have that
constant table talk going allthe time and it's tough.
You're human.
Some days you're tired, somedays you forget to give people
business cards, some days you'rerushed.
You know you're doingadjustments pretty quick and the
TV and the media is doing yourwork.
People follow you on socialmedia.
(26:18):
They come into your office andthey just get this.
They get engulfed into thechiropractic lifestyle and
they're getting the media allthe time and all you need to do
is just now and then do theright thing.
To do is just now and then dothe right thing Send an email,
remind them, invite them to getbetter, faster workshop on
Thursday nights, and just keepthat cycle going and that's how
your business and your practicejust grows.
(26:38):
So you've got an intricate piece, and the reason why I keep
harping on the same thing onthis podcast is because it's so
easy to overlook this piece.
We're so quick to dump athousand or 2000 into Google ads
.
We're so fast to go intoFacebook lead generation and
mess with that on the phone withpeople that don't even know
what you're selling.
But if they saw some of yourmedia, I think you'd have some
(26:59):
better leads on this right.
So building that stuff.
Speaker 2 (27:18):
So that's why I asked you at the beginning can we
cross post this stuff on oursocial media?
Absolutely it's media, yeah, Imean again I've Absolutely it's
media of we're keeping it to TVscreens, and so we don't want to
just sort of become a.
I don't want to become a socialguy.
No, no, no.
Speaker 1 (27:36):
And I would say, if you're going in there and
customizing this, let's say Iwant to talk about Blair upper
cervical and I put all my slideson.
Yeah, totally, I just createdthem all in Canva.
Anyways, I got it.
I can splice this into tons of60 second bit content and shoot
(27:57):
it across all platforms, but allI did was spend some time with
Greg for 30 minutes and createdthe content.
Now I've got dozens of piecesof content that I can reuse, and
that's the same thing withinternal media.
Yes, you're keeping itproprietary for your providers
and all that.
And then the fund thefundamental basis of that is not
as easy as copy and paste.
I understand that, but we'reall going to customize this.
(28:19):
No one's just going to go plugand play and and I think they're
going to put a workshop inthere or they're going to say,
hey, we're closed on Christmas,or, or Merry Christmas, or happy
Hanukkah.
They're going to put somethingin there that's unique to their
practice, right?
So that's what I'm trying tosay.
Is everything you got to think.
(28:40):
We're in 2025, you have to beable to do five things at the
same time, or else you can'tkeep up.
You literally can't keep up,and you do have a tool and I
think anyone that uses this.
Learn it with Greg.
Get it into your practice andthen call me up and I'll show
you how to multitask this insideof your practice so that your
patients get bombarded with thesame information.
Whether you're a Gonstead doctoror an upper cervical doctor or
pediatric doctor, you canbombard them, and when you do
(29:01):
that, you'd make a shift intheir life.
And now all they can do is talkabout chiropractic.
It may be short lived it may bethose first 30 days that you
work with a new patient, but youknow what I'm talking about.
Those people that get lit onfire at the beginning are the
ones that just become greatreferrers.
For the rest of their lives.
They're constantly referring toyour office and you know who
they are.
(29:21):
You can name them off the topof your head, those patients,
because they're the ones you'relike.
How do I replicate you and makea hundred of you?
Speaker 2 (29:27):
because then I'll never have to market again in my
life problem that I've I'vesolved and and I think may speak
to a niche of chiropractors notnecessarily all of them, but to
the docks that have franchises,multiple locations.
You know success createsproblems, right, and so for
(29:48):
every, for every sort of, you'vegot to figure that next step
out.
It does create another problemis how am I going to make this
consistent across multiplelocations?
And so, with Cairo Media, youcan log into one account, manage
all your devices and eitherhave all the same content or
(30:09):
different content based on thelocation.
And so, again, just insimplification, just thinking,
because it became out of a need,I had a doc approach me at a
conference.
He's like I've got fivelocations and one of the
locations has 15 TVs.
I'm like whoa, you just blew mymind.
So I got to solve the problemright.
(30:30):
And it's like I need to make itaffordable, I need to figure
out logistics, who's going tomanage it?
And so we just solved thatproblem for them.
It's it's one account, all yourdevices are listed and you just
basically schedule all thecontent you want for each tv.
Um, you can, you can even dialit in uh, to specific times of
(30:51):
the day, like talking about someof the features.
Just because I love that, Igeek out about it.
But I'm like I don't know aboutyou, but not every day is the
same in practice.
Not every hour is the same inpractice.
You know, after 3 15 on athursday it is bonkers in my
practice with all the kidsrunning around right.
So we, we really do cater to theaudience.
(31:14):
We want family-based, kid-basedchiropractic, even entertainment
and fun stuff on there that theseniors aren't going to want to
watch when they're in at noonhour, you know, so it's after
they've just come from their ginrummy tournament.
So it's like it's all different,it's dynamic and we've really,
(31:37):
you know, dotted our I's andcrossed our T's and we're still
like it's built.
We made this so that we canbuild it with the profession to
solve the problems that arecoming up.
And you know, right now thesubluxation based chiropractors
are in a bit of an identitycrisis and they're a little bit
worried about the future of whatthey value chiropractic to be.
(31:59):
And so we're trying to onboardand really, you know, get the
associations and organizationsand the researchers about
subluxation and make sure thatchiropractic in its essence and
its principle is not lost rightand, yes, we can coexist with
pain-based chiropractors and allthat it's, it's um.
All this infighting and stuffis is incessant and it's always
(32:22):
been there.
But it's like I kind of like itbecause it means that we still
exist, we still have passion.
Speaker 1 (32:28):
That's what I found out with all this.
It used to infuriate me and, uh, now I'm like man, it's, it's
actually great.
We still fight, we still fight,it's, it's, it's good.
I think it's more scary if welose that fight, if everyone's
like, ah, who cares?
Yeah, evidence or publicizationdoesn't matter, then I think
that's when we're hooped.
But if we're fighting, I thinkit's always great, because all
great civilizations have alwaysmoved with internal fighting all
(32:50):
the time.
So choice and democracy, yeah,I, I think that's.
I don't know if I'm justspinning something bad into
something good, just so I cansurvive, but uh, I think that's
that's a great thing.
And what we're doing and Ithink what you're doing is a
great thing.
So check out chiro mediaapp.
It's only evolving, it's onlygetting better, but I think it's
already great.
So bring it into into youroffice.
It's a plug and play system.
(33:11):
You're off and running onMonday morning, you don't have
to think about it, and then yourteam can tinker with it and
make it more customizable foryour office.
So check it out.
Thanks for everything you do,greg.
This is huge.
I mean you're coming on apodcast, but you've worked hard
for this, to get to this point,and it's not the old fashioned,
(33:32):
you know patient media.
Was Bill Esteb right?
His stuff is great, but thishasn't been updated since 1994.
And it's OK, but it deliversthe message Yours is updated,
yours is modern, yours is sleek,I love it.
And then check him out thereand then, if they need to reach
you in any other way, is it allthrough the website or can they
find you on Facebook?
Speaker 2 (33:53):
Yeah, I mean you could just Google my name there,
I guess, but it's Cairo mediaApp.
All my, all my information forcontacting me is on there Greg's
oldie at Cairo mediatv orGreg's oldie Greg at Cairo
mediaapp.
There's another way you can geta hold of me and, yeah, I you
(34:14):
know.
Thanks for having me on this onhere, because what I'm most
excited about this isn't thetechnology.
It's about the relationshipsthat we're building.
It's about the community thatwe're building.
It's about bringing everybodytogether so that we're stronger
together, and that's, you know,really, what really gets me
going every day.
It it gets me engaged in inmaking Kyra media better and
(34:34):
delivering to the profession.
Speaker 1 (34:36):
Awesome man.
Thanks for being with us.
Appreciate you.
Speaker 2 (34:39):
Likewise Thank you.
Hey everybody, welcome to another episode of
Marketing 101 for Chiropractors.
Really cool guest this weekGreg from ChiroMedia.
Thanks for joining us, buddy.
Thanks, dr.
Speaker 2 (00:09):
Dees, nice to be here .
Speaker 1 (00:11):
Yeah, man, this was a great conversation.
We ran into each other a couplemonths ago down in Toronto
there and it was great meetingyou and we got into a great
discussion about marketing and Iwas like man, we're forgetting
a major piece of marketing,which is our internal, and
internal is a big word, justlike external from the table
talk to your business cards, towhat you're giving patients, to
(00:31):
flyers, to day two folders andour television.
I mean, what's in your waitingroom?
What are people doing when theywait for five minutes for you?
And sometimes, when you getbehind, they're out there for
like 25 minutes waiting for you.
Let's be real here If you'rerunning any type of a decent
practice, you do get behindsometimes.
So this is why you're here.
I'm really excited to talk toyou about it.
Tell everyone about where yougot started as a chiropractor
(00:52):
and what you're doing now withChiroMedia.
Speaker 2 (00:55):
Yeah, great, yeah, and it's been great to meet you
and others in Masterminds justto really truly craft our
calling basically to help liftchiropractic, lift all boats and
help chiropractors in practice.
So where my niche is is indigital signage.
Chiromedia is a digital signageapp on Amazon Fire TV and we're
really disrupting the I thinkwe're disrupting sort of the
(01:18):
ecosystem of how it's going tobe delivered in the future.
I think we're all used to using, you know, like you said,
pamphlets and maybe old schoolmethods of whiteboards or, if
they have TVs or computermonitors, they might be using
PowerPoint and that sort ofthing.
But chiromedia has reallyevolved through my story.
Basically it came out ofnecessity to become something
(01:42):
truly powerful that is going todisrupt how and really elevate
all boats across the board forchiropractic.
So a little bit about me.
I'm a chiropractor.
I'm still in actual practice upjust north of Toronto in a town
called Lowen Sound, lovelyGeorgian Bay, and I've been in
practice for 24 years and I'vebeen there, done that.
So I started a practice, Ibought a practice right out of
(02:05):
CMCC, so kind of even just goingbefore that, like knowing the
kind of person I am.
I owe it all to my upbringingsmall town, Ontario, and
basically a single income familymy dad was just sort of a Mr
Fix-It.
So I grew up, you know,bootstrapping how to make money
(02:25):
and go to university, cuttinglawns, being a bartender,
snowblowing, that sort of thing.
So but growing up I was kind ofthe light holder under the hood
with dad and never reallyturned the wrenches but
eventually I had to in anecessity if I wanted to make
money.
So I kind of learned how thingsworked and I fixed broken
things.
That's that's kind of mymentality that I grew up with.
(02:48):
So getting to chiropractic, Imean we all did it, we did the
hard things to becomechiropractors, and even in
chiropractic college I didn'twant to just be the average.
So I wanted to know, above andbeyond what the technique
package that you know, maybe aless principled college like
(03:08):
CMCC was.
So I made like over a dozentrips down to Mount Hoare,
Wisconsin, and minivan with abunch of other crazy
chiropractors, became thegondroid, the, you know, the
club president, all that kind ofstuff, and really wanted to
hone my craft.
So you know, when I hit theground running and not only that
, I was involved with in myclass in 2001, there were some
(03:30):
big hitters in that class.
There was the James Chestnuts,John Minardi he was in the
Thompson Club, you know, sort ofcompetitor.
But we learned to get alongbecause we just loved
chiropractic.
And you know they had friendsin chiropractic which was a
philosophy group, and so I doveinto everything technique,
philosophy and kind of wastrying to carve my way to be as
(03:54):
successful as I could hit inpractice.
And when I bought a practice uphere I thought that was enough,
you know so.
But quickly I learned that ashingle and your technique, if
you focus only on that and andonly focus on, you know,
teaching chiropractic you canquickly tank a practice.
(04:18):
So I did, I almost did.
You know I went from buying asuccessful practice you know in
today's terms was averagedaround 120, 150 visits a week
because my ego kind of almosttanked around 60.
And I'm like what the heck?
Right?
And so I had to figure out itwasn't just my craft, it wasn't
(04:40):
my skill set, it wasn't mytechnique, it was how I was
delivering it Right, it was inmy communication.
And we're going back beforeFacebook.
Folks Like the tools you get touse with Enrico right now are
incredible.
I was crafting Yellow Page adsand doing the B&Is and doing the
, you know, the outreach and thescreenings and all that kind of
stuff, the grassroots kiss andbaby things that politicians do.
(05:02):
So it's like really getting outthere to meet people.
But it was my delivery of themessage that wasn't hitting and
so I needed to hone my craft.
I got some coaching.
It was pretty amazing coaching.
So I quickly went from, youknow, the 60 a week to
onboarding tons of patients,quickly going to like 350, 400,
(05:25):
just adding, adding 50 a month,and eventually I'm in a practice
of 500 a week and I'm like holycrap, I don't have time to talk
as much.
So along the way I had tofigure out, even just using
these.
Remember the big old honkingIBM monitors, you know.
Speaker 1 (05:43):
I do yeah.
Speaker 2 (05:44):
Yeah, um, you know, I just had to say like I have to
go less one-to-one toone-to-many, and once I realized
that, I started investing innot just knowledge but like,
what does it mean to them?
And this is when I started totweak my brain about how does
(06:06):
the brain just likechiropractors honor how the body
works and heals?
I needed to learn and craft mycommunication on how the brain
learns and believes and followsand buys.
And so when I started honingthat craft, that's where not
only did my acquisition of newpatients increase, but my
retention just went through theroof and my need for more new
(06:28):
patients decreased, because I,you know, I had a bucket that
didn't have holes in it.
Speaker 1 (06:33):
Yeah, great, I mean yeah, and you learned.
I mean we I feel like we allhave to learn the hard way.
And sometimes you try and helppeople in the coaching and
they're young and it's not thatthey're stubborn, it's just
they're going to have to gothrough those learning curves on
their own.
There's no, there's no fat.
And as a coach, now, uh, youlike listen, I'm coaching you,
I've got the answer to get youfrom point a to point b a lot
(06:55):
faster.
And they just it's not thatthey're not digesting it, it's
not that they just have to gothrough the learning curve of uh
, not, but just grinding alittle bit to realize, oh, I
don't have to grind in sixthgear the whole time to get to
point B.
And then you're like, yeah,call me back in a year and we'll
get started again.
And it's frustrating as a coachbecause you're like well, the
(07:16):
whole point of me is to get youfaster.
And so I've noticed that with alot of chiropractors.
But internally, the reason yougot from 150 to 300 to 400 to
500 was the consistent doing theconsistent things.
Over and over that work, youdidn't start shedding and said,
okay, now I'm going to teachless or now I'm going to show
them less, or now I'm going toexplain less, or I'm going to
(07:37):
take less x-rays because I'mrunning out of time.
You didn't do that.
You kept doing the exact samething and figuring out how to
get the message to the masses.
And that's what we're talkingabout today is, you're a fixer
and I love it, and you fixsomething that I don't think was
broken.
I don't think it was everconstructed properly for the
time of 2025.
So some of the other thingsthat we've used on media my
(08:00):
experience up in Calgary withthat was like these guys, these
sales guys, would come by likehey, do you want to be shown in
PT and dental offices as anadvertisement on the television
or the local gym at Good LifeFitness, do you want to be on
the Good Life Fitness thing?
And I'm like that's kind ofinteresting and it was more of
an advertising type screen promo.
But everything else internallyfor our office didn't really
(08:20):
have solutions and there was oneback in like 2010, I forget his
name who did have it.
You'd hook it up, you'd buy it.
It had a monthly subscriptionto it.
But you've solved somethingbetter because it's all
customized and you have many,many templates to play according
to the chiropractor'sphilosophy and brand, right,
which is great, so you can pickand choose, you can do all this
(08:41):
stuff.
But I'm going to let you explainthe rest and why this is really
important to have is becausethe subliminal messaging that we
give our patients like many ofyou I know, look at which
magazines you put in the officeand many of you do not have the
main Cosmos and Time magazineand any of that in your office.
Why?
Because as soon as they open itup, it's all pharmaceutical ads
(09:01):
.
So I know a lot ofchiropractors will not have
those magazines in there andthey won't have, you know, cigar
officiato in there either.
Right, so you don't want topromote smoking, you don't want
to promote pharmaceuticals, andthese are the things that we do
on that, because we're consciousabout the sublux.
But what about the rest?
What else are they hearing inthe office?
And there's little things thatwe think about, even with design
(09:22):
.
I don't know about you, but Ialways kept my office kind of
open or semi-open, on purpose,on purpose.
And you know, in 20 years I'vehad maybe one person say this
isn't very private.
I can hear what you're talkingabout there.
I'm like, yeah, it's notprostate exams and pap smears.
This is chiropractor, you canhear whatever we're talking
about, uh, and they laugh, and Iguess so, and they always hear
something.
Every day I get a patient'slike I heard you talking about
(09:45):
you know nutrition and vitamin D.
Is it okay for a baby?
And I'm like, yeah, absolutely,but the dosage has you know,
and you get into this stuff thattalks about wellness and
vitality, which is great, buthow does this transpire into
media and what you do?
Speaker 2 (10:00):
Yeah, I love that.
Like, I have a semi-openconcept as well.
So, like a t-bar and and we,the way that I position it is I
intentionally made because ouradjustment time is minutes, like
it's, it's not like, sometimesit's less than a minute,
depending on the patient, right.
So we intentionally started tosay like, look captive, like,
(10:21):
take every moment captive andlike it evolved, right, I went
from like these ibm monitors tolike projection screens and and
then I you know, eventuallyhoned it down into basically now
you can do it on a, like I said, where it's on a amazon fire tv
stick.
You can stick into any, any,any, uh, any television that has
(10:42):
an hdmi port.
So it's very easy to implement.
But aside from that, theintention was what it's become
is a Wynn protocol.
So the experience that patientshave now through TVs, like we're
not taking the human aspect out, we're going into the
(11:02):
environment behind the humansand it's surrounding them.
So it's basically the TV at thefront desk or's surrounding
them.
So it's basically, you know,the tv at the front desk or
beside the front desk or aboveit.
We call that the welcome tv.
I don't know if you've everbeen to a very high-end spa or
restaurant and they usually havebig screen tvs that have
something that want they wantyou to feel when you enter,
(11:25):
right, and so, whether itstimulates their appetite or it
just welcomes them into theirenvironment or is announcing
something that's coming up.
So that's the wind TV that wehave.
And then, intentionally, wehave well, you probably call
them hot seats as well right,right before they come in for
their adjustment.
And so, you know, we hadanywhere between, uh, six to
(11:47):
twelve seats out there andpeople were waiting for their
adjustments, so we intentionallyput a screen in front of them
so that they got their nose outof their screen.
So we we had, we know we'recompeting and, like I said, like
facebook didn't exist when Istarted practice and that
competition became very real forme, you know, powerpoints
(12:08):
weren't competing with ourscroll feeds and so we needed to
develop media that wascompeting for their attention.
You know the hooks, the grabs,the, you know telling stories,
engaging them, bringing theminto the story of what we're
trying to tell them, right, andso we have an immersion tv that
they, they, intentionally, wesaid, well, we want them to wait
(12:32):
.
That's the adjustment before theadjustment, right, because the
subluxation sometimes existsbetween the ears, it's their
toxic thoughts, you know, it'stheir, their feelings, it's
their fears that are makingtheir bodies, you know, go into
fight or flight.
So absolutely, yeah, so.
(12:53):
And then the last part of thatis the next tv, and so we
intentionally want to like, asthey're leaving sometimes, we
incorporate that in if there'sonly two tvs in the office
because of you know, constraintsin in the physical layout, but
ideally it's a totally separateTV that's on the eyesight, on
the way out of the practice,that says, you know, have an
(13:14):
amazing day, well adjusted, youknow, just elevates them, lets
them know that somethingsignificant just happened and
congratulate them or encouragethem to do the things that we
told them to do in betweenadjustments and to tell them
like, hey, what's next?
What's next?
Do you have your nextappointment?
You know summer's coming, let'srearrange your schedule around
(13:34):
your holidays.
So it's all very intentional.
It's almost like having anautomated staff member that you
pay, you know, $2 an hour for,instead of whatever you're
paying them.
Right, this is more automation.
Speaker 1 (13:49):
No, it's great.
I mean it becomes part of yoursystems and procedures.
Right, your sop, because that'show all businesses should be
run.
You should be building yourbusiness in a cookie cutter type
presentation, and this couldhappen immediately, if you're on
top of it early in practice, orit can happen through your
career where you get to a pointwhere you've had this system in
(14:11):
place, documented and inpractice, that you can hand this
binder over to someone else andthey can just keep rolling with
it and get the same success youcan.
That's what we owe it toourselves, number one, and to
our profession, to the nextperson that takes over.
I don't know anyone that runs abusiness that just wants to
close the doors at the end andjust be like I just shut my
doors.
But I haven't seen it more inany other profession than
(14:32):
chiropractic where people arelike I'm just closing my office,
I'm like what?
How does that make any sense?
So, anyways, that's a differentpodcast for a different day,
but for you, these systems andprocedures play.
So how does it?
How does Cairo mediaspecifically work to deliver
that message to people?
And then, can we?
(14:53):
Can we use that on social media?
Can we use that on other mediasto develop a brand that's built
for us.
Speaker 2 (15:00):
Yeah, that's a great, great question and comment.
Great, great question andcomment and that's a.
That's a a problem that wetried to solve as well, because,
increasingly, what's being putout there on social, social
things, sometimes when they comein to the practice, there's a
disconnect, right.
So we made it so that it's it'scustomizable as well.
So, like I said, I thinkearlier, I knew that inherently,
(15:25):
the weaknesses is not noteverybody's going to like chiro
medias content, right.
Not everyone thinks like DrZoldy, not everyone thinks like
hey, that's not my techniquepackage.
I am more, you know, whateverbased, whether it's pediatrics
or whatever there's, there'sdifferent ways of thinking.
So we keep our content so thatit's principle and science
(15:47):
focused and not necessarilytechnique focused.
First of all, um, it'scustomizable.
So, you know, a lot of peopleare getting very savvy, or their
, their, their teams are prettysavvy using things like canva,
online editors and they cancreate their own graphics for
and we offer some templates aswell to get people started for
simple things, like you know,holiday announcements and that
(16:10):
sort of thing.
We want to keep people aware ofwhat's going on or workshops
that are coming up, and so thisis where it becomes a little
more organic than automated,like.
We want to have thatauthenticity along with the
automation.
And the awesome thing is nowyou and I are tapping into this
is the world of AI.
You can create this content.
(16:31):
Anybody can create this contentif you know how to get to pilot
AI, right.
So, full transparency.
We're using it.
We're coming up with ideas thathelp people understand at a
basic level, very complexstructures, right.
Complex research.
Ideas that help peopleunderstand at a basic level,
very complex structures, right,complex research.
We can't throw heidi havoc.
You know sense of self, youknow singular gyrus, like.
(16:56):
You can't talk like that to apatient.
We have to simplify it and say,like you, that feeling that you
get when you leave is real.
You know, chiropractic cantransform your life, it can
transform the way your brainworks.
That's real, right.
So that's where we're getting alittle more cutting edge from
(17:21):
and we're actually seeking outthose content providers.
So what's really exciting inthis last year is I've kind of
come out of the lab, so to speak, from being, uh, entirely
focused on the technology, um,and making sure that it can be
collaborative.
You know, I kind of I kind ofbring up the.
(17:43):
We're doing what Spotify did toNapster, right, you remember
Napster, yeah, where new gradsmight not know what that is, but
you know, music sharing used tobe like this free for all, you
know, like you could just grabit from anybody who had it on a
hard drive and you didn't haveto go to the local record store
(18:06):
or cd store to buy it.
So that was like the, the,before even apple music existed.
It was a free-for-all, and sothat's.
I grew up in that era, in my, inmy early career, was is like it
was a bit of a free-for-all.
People were downloading stuffand sharing it and we, you know,
you'd had dvds or even beforethat, vhs's, and they could all
(18:26):
be copied.
And so it's like I wanted toprotect the product providers
themselves and put it under apaywall so that what they're
creating in and broadcasting tosubscribers is protected, right?
So just thinking like thegolden rule is do unto others as
you want, done, done untoyourself.
We want to protect the productproviders at the same time, make
(18:48):
it easily accessible for theconsumer, and so that's what
we've done by introducing itthrough an app, right, and the
subscription based service, sothat it's, you know, it's
respectable, it's responsibleand it honors everybody, right,
still allowing the consumer tocustomize it.
So yeah, so yeah, that's.
(19:10):
That's kind of a ramble aboutyou know how it's.
I've really been behind thescenes a lot, but now I'm
emerging to really expand thisto to associations.
We've got the Canadian nationalalliance for chiropractic on
board.
We're bringing on stateassociations in the States.
We're just starting to onboardI'm not so sure I should mention
(19:35):
the name, but it's a veryprincipled chiropractic college
down your way, getting into eventhe colleges so that they can
be influential in.
You know, they're teaching thenext generation of chiropractic
when they graduate and all thealumni they want to be proud of
where they came from, and it'salmost like they get instant
(19:57):
reputation by association.
And so it's having that lionbehind your back, so to speak,
because I know a lot of docs.
They kind of get beaten up orthey don't have the confidence
to say what they really want tosay and it's like well, shoot,
why don't you like?
Okay, forget it.
If you don't want to say it,let your TV set.
Speaker 1 (20:15):
It's so great.
I hate to define people asextroverts and introverts, but
the introverts should be jumpingon this.
They should be like put on myTV, tell them everything they
need to know, because it spurs.
And introverts are really goodat when a question is given to
them because now they're intheir comfort zone.
So when the, when the tvstimulates something for the
(20:36):
doctor, that's introverted.
I think about my wife.
We practice together.
I'm extroverted, she'sintroverted.
I can talk about anything.
You come in a purple shoes.
I'm like god, here we go,subluxation.
So good, yeah, we're good, okay, uh.
But so that's the whole pointwith introverts, is they?
They get the, the, the tv to doit.
(20:57):
And then the direct questioncomes to them hey, I saw on the
tv something about sacralsubluxations.
What, what is that?
Does that really relate toanything with ibs or
constipation?
Now, an introvert thrives onthat.
But bigger than that is theconstant messaging that's always
there.
And your app has tons ofinformation.
So it's not like the patientcomes in, sits down and says the
same thing or sees the samething all the time.
(21:19):
And another thing is I know alot of chiro's are thinking like
oh, I'm just going to do thatmyself.
I'll put it on a PowerPoint,plug it in and I'm good.
I'm like, yeah, you said thatin 2012 and you still don't have
a waiting room slideshow goingbecause it's not going to make
it to the top of your list andyou're not going to get this
done.
And when you're done, you'regoing to be like that's not that
great, I got to add more tothat.
And then you're going to belike oh, an event's coming up
(21:40):
and I don't want to edit it.
So Greg has solved all that foryou.
To get this podcast to thepoint.
Here is this is something sonominal that you just add and
can play such a big role for allthe people that I get the
questions recently about oh,what classes should I run, what
workshops should I do?
Because they're not doing themand they know now they're seeing
(22:01):
, oh, maybe there's value tothis.
Let your media do the work foryou.
And they get the social mediathing.
Like I just worked with a newerclient.
They're like our Instagram andFacebook is so important to us,
it's our brand and we can't haveany typos.
And I was like you're right.
But Greg and I are probablylike nah, we don't care what
(22:24):
Facebook is Facebook's, justlike a megaphone, and I'm going
to post everything, done, betterthan perfect, every single time
.
I can't write an email without atypo in it, so I'm done.
I've been doing it for 20 yearsand I don't care.
My emails have typos in themand I don't give a crap.
I don't have time for this.
But these newer grads are likeno, a typo, that's the worst
thing you can do.
I'm like, trust me, it's notthe worst thing.
You can do.
Better that right now.
(22:53):
They're like oh, that's ai,isn't it?
Uh, and that, I think, hurtsyou more than being authentic.
And your, your media, can bevery authentic if you streamline
it.
And, uh, you've solved that,which is really cool.
So, uh, chiromediacom or dot ca, uh right now it's
chiromediaapp app, dot, app.
uh, so check, go.
So what you're going to do isyou're going to stop the podcast
or finish it, and you're goingto go there.
Check're going to stop thepodcast or finish it, and you're
going to go there, check it out.
(23:13):
Look what Greg's built and lookhow you can implement this
directly into your like onMonday, like, honestly, he'll
send in the mail and you're offto the races and going on this
and then the customization isdone on the website, right, you,
you?
Speaker 2 (23:32):
you get a.
You do this.
You don't have to email youevery single time for anything.
No, every, every user gets um.
It's basically a like a userdashboard.
So, yeah, yeah, you can manageit from anywhere.
You can add team members, um,and then you subscribe to the
different channels that arecongruent with your style of
practice or an association thatyou belong to.
Like I said, we are buildingthe network, and so if there are
, you know, like even likeFlorida State, you know we're
(23:55):
working with Washington Stateright now I'm heading out there
to the Cairo Fest and it's likethere's, there's benefits.
They can be the associations orthe groups can can have a
private channel.
So if they sign up with anaffiliate link and they're like,
hey, we just want this for ourpeople, they can have a private
channel.
We're doing this for trp, forexample.
(24:16):
You know they uh the remarkablepractice and they have to.
Your point, even just aboutdoing presentations and such, we
made it that I was fed up withhaving separate systems for
patient education on a screenand then I gotta freaking, pull
out my laptop and hook up a wireto to present my you know, my
workshop or my doctor report.
So I just said uh, hey guys, mydevelopers.
(24:37):
I'm like, can we just make thisso that I can upload my my
doctor report and use the samedamn remote for clicking through
?
They're like, yeah, we'll justcall it presenter mode, and so
they upload you can scheduleyour doctor report for six
o'clock on Tuesday night.
When you do it, you go, click,click, presenter and away you go
(24:58):
.
No extra wires, no extracomputers.
So it's, it's really, you knowit's.
I've solved problems that Iencounter myself.
So it's, it's built by achiropractor in the trenches.
Speaker 1 (25:11):
Yeah, and you're not a new grad, I mean 2001,.
I mean you've been doing thisfor a while, so it's you've
learned through, I think, allthree phases of marketing,
because 2001 was the beginningof like Google I mean Google
search and the internet.
Really, to be honest with you,I'm just a little bit behind you
there and I remember cost perclick and getting into all that.
I've been doing Google eversince.
So you've seen the phases andthe importance of that is the
(25:35):
seller's desire to buy.
You know what that is and Ithink that only comes with time
and you got to learn that.
I joke with new grads and evenmy patients.
I'm a better psychologist thanI am a chiropractor because of
all of the conversations I'vehad to have over the years.
There's three underlying causesto everything thoughts, traumas
(25:56):
and toxins.
And it's just repetitive andit's just unique for each and
every person.
So you can sell this to themand you have to have that
constant table talk going allthe time and it's tough.
You're human.
Some days you're tired, somedays you forget to give people
business cards, some days you'rerushed.
You know you're doingadjustments pretty quick and the
TV and the media is doing yourwork.
People follow you on socialmedia.
(26:18):
They come into your office andthey just get this.
They get engulfed into thechiropractic lifestyle and
they're getting the media allthe time and all you need to do
is just now and then do theright thing.
To do is just now and then dothe right thing Send an email,
remind them, invite them to getbetter, faster workshop on
Thursday nights, and just keepthat cycle going and that's how
your business and your practicejust grows.
(26:38):
So you've got an intricate piece, and the reason why I keep
harping on the same thing onthis podcast is because it's so
easy to overlook this piece.
We're so quick to dump athousand or 2000 into Google ads
.
We're so fast to go intoFacebook lead generation and
mess with that on the phone withpeople that don't even know
what you're selling.
But if they saw some of yourmedia, I think you'd have some
(26:59):
better leads on this right.
So building that stuff.
Speaker 2 (27:18):
So that's why I asked you at the beginning can we
cross post this stuff on oursocial media?
Absolutely it's media, yeah, Imean again I've Absolutely it's
media of we're keeping it to TVscreens, and so we don't want to
just sort of become a.
I don't want to become a socialguy.
No, no, no.
Speaker 1 (27:36):
And I would say, if you're going in there and
customizing this, let's say Iwant to talk about Blair upper
cervical and I put all my slideson.
Yeah, totally, I just createdthem all in Canva.
Anyways, I got it.
I can splice this into tons of60 second bit content and shoot
(27:57):
it across all platforms, but allI did was spend some time with
Greg for 30 minutes and createdthe content.
Now I've got dozens of piecesof content that I can reuse, and
that's the same thing withinternal media.
Yes, you're keeping itproprietary for your providers
and all that.
And then the fund thefundamental basis of that is not
as easy as copy and paste.
I understand that, but we'reall going to customize this.
(28:19):
No one's just going to go plugand play and and I think they're
going to put a workshop inthere or they're going to say,
hey, we're closed on Christmas,or, or Merry Christmas, or happy
Hanukkah.
They're going to put somethingin there that's unique to their
practice, right?
So that's what I'm trying tosay.
Is everything you got to think.
(28:40):
We're in 2025, you have to beable to do five things at the
same time, or else you can'tkeep up.
You literally can't keep up,and you do have a tool and I
think anyone that uses this.
Learn it with Greg.
Get it into your practice andthen call me up and I'll show
you how to multitask this insideof your practice so that your
patients get bombarded with thesame information.
Whether you're a Gonstead doctoror an upper cervical doctor or
pediatric doctor, you canbombard them, and when you do
(29:01):
that, you'd make a shift intheir life.
And now all they can do is talkabout chiropractic.
It may be short lived it may bethose first 30 days that you
work with a new patient, but youknow what I'm talking about.
Those people that get lit onfire at the beginning are the
ones that just become greatreferrers.
For the rest of their lives.
They're constantly referring toyour office and you know who
they are.
(29:21):
You can name them off the topof your head, those patients,
because they're the ones you'relike.
How do I replicate you and makea hundred of you?
Speaker 2 (29:27):
because then I'll never have to market again in my
life problem that I've I'vesolved and and I think may speak
to a niche of chiropractors notnecessarily all of them, but to
the docks that have franchises,multiple locations.
You know success createsproblems, right, and so for
(29:48):
every, for every sort of, you'vegot to figure that next step
out.
It does create another problemis how am I going to make this
consistent across multiplelocations?
And so, with Cairo Media, youcan log into one account, manage
all your devices and eitherhave all the same content or
(30:09):
different content based on thelocation.
And so, again, just insimplification, just thinking,
because it became out of a need,I had a doc approach me at a
conference.
He's like I've got fivelocations and one of the
locations has 15 TVs.
I'm like whoa, you just blew mymind.
So I got to solve the problemright.
(30:30):
And it's like I need to make itaffordable, I need to figure
out logistics, who's going tomanage it?
And so we just solved thatproblem for them.
It's it's one account, all yourdevices are listed and you just
basically schedule all thecontent you want for each tv.
Um, you can, you can even dialit in uh, to specific times of
(30:51):
the day, like talking about someof the features.
Just because I love that, Igeek out about it.
But I'm like I don't know aboutyou, but not every day is the
same in practice.
Not every hour is the same inpractice.
You know, after 3 15 on athursday it is bonkers in my
practice with all the kidsrunning around right.
So we, we really do cater to theaudience.
(31:14):
We want family-based, kid-basedchiropractic, even entertainment
and fun stuff on there that theseniors aren't going to want to
watch when they're in at noonhour, you know, so it's after
they've just come from their ginrummy tournament.
So it's like it's all different,it's dynamic and we've really,
(31:37):
you know, dotted our I's andcrossed our T's and we're still
like it's built.
We made this so that we canbuild it with the profession to
solve the problems that arecoming up.
And you know, right now thesubluxation based chiropractors
are in a bit of an identitycrisis and they're a little bit
worried about the future of whatthey value chiropractic to be.
(31:59):
And so we're trying to onboardand really, you know, get the
associations and organizationsand the researchers about
subluxation and make sure thatchiropractic in its essence and
its principle is not lost rightand, yes, we can coexist with
pain-based chiropractors and allthat it's, it's um.
All this infighting and stuffis is incessant and it's always
(32:22):
been there.
But it's like I kind of like itbecause it means that we still
exist, we still have passion.
Speaker 1 (32:28):
That's what I found out with all this.
It used to infuriate me and, uh, now I'm like man, it's, it's
actually great.
We still fight, we still fight,it's, it's, it's good.
I think it's more scary if welose that fight, if everyone's
like, ah, who cares?
Yeah, evidence or publicizationdoesn't matter, then I think
that's when we're hooped.
But if we're fighting, I thinkit's always great, because all
great civilizations have alwaysmoved with internal fighting all
(32:50):
the time.
So choice and democracy, yeah,I, I think that's.
I don't know if I'm justspinning something bad into
something good, just so I cansurvive, but uh, I think that's
that's a great thing.
And what we're doing and Ithink what you're doing is a
great thing.
So check out chiro mediaapp.
It's only evolving, it's onlygetting better, but I think it's
already great.
So bring it into into youroffice.
It's a plug and play system.
(33:11):
You're off and running onMonday morning, you don't have
to think about it, and then yourteam can tinker with it and
make it more customizable foryour office.
So check it out.
Thanks for everything you do,greg.
This is huge.
I mean you're coming on apodcast, but you've worked hard
for this, to get to this point,and it's not the old fashioned,
(33:32):
you know patient media.
Was Bill Esteb right?
His stuff is great, but thishasn't been updated since 1994.
And it's OK, but it deliversthe message Yours is updated,
yours is modern, yours is sleek,I love it.
And then check him out thereand then, if they need to reach
you in any other way, is it allthrough the website or can they
find you on Facebook?
Speaker 2 (33:53):
Yeah, I mean you could just Google my name there,
I guess, but it's Cairo mediaApp.
All my, all my information forcontacting me is on there Greg's
oldie at Cairo mediatv orGreg's oldie Greg at Cairo
mediaapp.
There's another way you can geta hold of me and, yeah, I you
(34:14):
know.
Thanks for having me on this onhere, because what I'm most
excited about this isn't thetechnology.
It's about the relationshipsthat we're building.
It's about the community thatwe're building.
It's about bringing everybodytogether so that we're stronger
together, and that's, you know,really, what really gets me
going every day.
It it gets me engaged in inmaking Kyra media better and
(34:34):
delivering to the profession.
Speaker 1 (34:36):
Awesome man.
Thanks for being with us.
Appreciate you.
Speaker 2 (34:39):
Likewise Thank you.
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