Weekly Bs: Relationship-centered Chiropractic Marketing

In this episode, I go back to one of the original ideas behind Rocket Chiro and what used to be Black Sheep DC: relationship marketing. This topic has been near and dear to me for a long time, and I wanted to revisit it because I think it is especially relevant heading into a new year. A lot of chiropractors are either just getting started, feeling stuck, or reflecting on why their practice does not feel as stable as they want it to be. In my experience, a big part of that comes down to how you think about marketing and growth. Specifically, are you trying to build relationships, or are you just trying to make sales? Why Chiropractic Is a Relationship Business Chiropractic is not a big-ticket, one-time-sale business like real estate or high-end sales. We do not make our money from a single transaction. Chiropractic works much more like a restaurant. Restaurants succeed because they have repeat customers over a long period of time. Some people come in all the time. Some come occasionally. Some only come for s

In this episode, I talk about the three big categories that determine whether you show up in Google search and in AI-generated search results. A lot of chiropractors are being told that Google is dead and AI is taking over. I wanted to clear that up, explain what's really going on, and help you understand what matters most for your online visibility. I also share a bit about how I help chiropractors through websites, local SEO, and my Next Step program. Some key points I touch on: • Google is still very much alive and heavily used. • AI hasn't replaced Google, and AI is now part of Google anyway. • The fundamentals of local SEO still matter for both Google and AI. • You don't need to panic or chase shiny AI tools to win in local search. Why AI Confusion Is Hurting Chiropractors Lately, I've been seeing more chiropractors reach out because someone told them AI is all that matters now. A lot of marketers are using AI buzzwords to sell products or services that chiropractors don't really understand. This episod

In this episode I cover two topics that are not really related but both come up a lot in conversations I have with chiropractors. The first is about making big changes in your career or in your practice. The second is about why I think it is a mistake to connect your fees to time. Part One: Making Big Changes Without Wrecking Your Life I have had a couple of clients recently who are making big transitions. One is moving from one style of practice to another. The other is an associate who is starting her own office on the side. Both situations are exciting. Both situations also come with a very real temptation to jump too fast. I learned this lesson the hard way. When I closed my practice years ago, I assumed the next thing I was working on would take off quickly. I figured I could just throw all my time and energy at it and it would work out. That assumption led to the hardest financial season of my entire adult life. It was brutal and absolutely avoidable. What I should have done is simple. I should have kep

In this episode of the Rocket Chiro Podcast, Jerry breaks down some of the most common distractions chiropractors fall into when they are struggling, overwhelmed, or searching for the fast track to success. These distractions often look promising on the surface, but they rarely address the real issues holding a practice back. Jerry explains why these diversions are so tempting, how they derail progress, and what chiropractors should be focusing on instead if they want to build a stable and successful practice. The heart of the episode revolves around the idea that success in chiropractic is built on simple, consistent, and often boring fundamentals. When those fundamentals are missing, chiropractors become vulnerable to shiny objects that promise quick wins. These diversions can drain time, money, and energy while pushing the chiropractor further away from the work that actually helps them grow. Jerry outlines six major categories of distractions that repeatedly show up in conversations with struggling chirop

In this episode of the Rocket Chiro Podcast I talk about three parts of practice that will completely change your business over time. These are not quick fixes. They are not instant wins. They will not solve your new patient problem this month. But if you make them a priority now, you will look back years from today and feel genuinely grateful that you started. Why Chiropractors Fixate on New Patients I start by talking about the profession's obsession with new patients. Every marketer, coach, and guru leads with new patient promises. You know the messages. They claim they can get you forty new patients a month or grow your practice instantly. New patients feel exciting. They create cash flow. They inflate your numbers. And they can cover up bad systems. Even a poorly run practice can survive if there is a constant stream of fresh bodies coming through the door. The problem is that running a practice this way is extremely stressful. If you ever have a slow month, the weaknesses in your systems show immediatel

In this episode of the Rocket Chiro Podcast, Jerry Kennedy dives into one of the biggest traps chiropractors fall into — chasing vanity stats. From gross income to new patient counts to website traffic, these numbers can look impressive on the surface but often lack the context that actually matters. Jerry shares hard-earned wisdom on how to separate meaningful metrics from meaningless ones, how to keep your ego in check, and how to focus on the numbers that truly move your practice forward. 1. What Are Vanity Stats? Jerry explains that vanity stats are numbers that sound impressive but don't actually reflect real success. These include: Gross income without expenses New patient counts without retention Website traffic without conversions Rankings without relevance Without proper context, these stats can create false confidence or unnecessary frustration. 2. Why Vanity Metrics Are Dangerous Vanity stats are seductive because they make chiropractors feel successful, but they can easily distort real

This episode of the Rocket Chiro Podcast dives deep into one of the most common local SEO questions chiropractors ask me: "Why don't I rank in the town next to mine?" It's a simple question, but the answer isn't always what chiropractors expect. I start by explaining that local SEO is heavily influenced by proximity. Google knows exactly where your practice is located, so if you're in Chesterfield, Missouri, you're naturally going to rank best for "Chesterfield chiropractor." Ranking in a nearby town like Town and Country is possible, but difficult. The biggest factors that make it hard are your location, the density of chiropractors in the area, and how competitive their SEO is. I also talk about the few situations where ranking outside your city is possible. You might be able to do it if there aren't many chiropractors in that other town, if the ones there have poor SEO, or if you're located in a gray metro area where town borders overlap—like being technically outside of St. Louis but still part of the St.

In this episode of the Rocket Chiro Podcast, I dive into a topic that most chiropractors think about but rarely say out loud: what makes a bad chiropractic patient. Every chiropractor wants to help people, but the reality is that not everyone is a good fit for your care or your practice. Learning to identify those bad fits early on can save your sanity, protect your business, and create space for better patients who actually value what you do. I start by sharing a story about speaking at Logan University years ago, where I asked a group of chiropractic students who wasn’t a good fit for their future practices. The room went silent. That moment reminded me that many chiropractors don’t think about who they don’t want to serve—and that’s a huge problem when it comes to marketing and practice happiness. Saying “anyone with a spine” is not a strategy. It’s bad marketing and bad business. From there, I break down several general categories of bad chiropractic patients. Some of these are universal red flags,

In this episode of the Rocket Chiro Podcast, I talk about one of the most repeated marketing clichés out there: “Content is king.” I explain why that statement is incomplete and why transformational content—not just any content—is what actually helps chiropractors grow their practices and connect with patients.   I break down what makes certain types of content valuable, what makes others a waste of time, and how you can start being more intentional about what you post. Whether you’re creating social media posts, writing blogs, or running local SEO campaigns, this episode will help you understand how to make your content actually work for you instead of just filling space.   Here’s what I cover:   • Why “content is king” is an oversimplification • How to set a clear purpose for every piece of content you create • The four main types of content: educational, entertaining, intriguing, and transformational • Why transformational content drives trust, authority, and new patients • How reviews, testimonials, and b

In this episode of the Rocket Chiro Podcast, I dig into the process of improvement. When we first start anything, whether it’s adjusting patients, running a practice, or marketing, the truth is we usually aren’t very good at it. That’s normal. But I also want to clear up a point I made recently about not focusing too much on things you’re terrible at. While I believe your greatest growth comes from leaning into your natural strengths, there’s still a necessary period of struggle in the beginning. I talk about what it looks like to move from being brand new and bad at something, to becoming competent, and ultimately excellent. The goal isn’t to stay stuck in the “bad” stage but to understand that it’s part of the journey and to know how to work through it without getting discouraged. Here are some of the things I cover: Why everyone stinks at the beginning and why that’s okay How competence is the stepping stone to greatness Why you shouldn’t waste too much time trying to be great at something you’re nat

In this episode of the Rocket Chiro Podcast, I’m sharing something that’s been on my mind lately. Over the years, I’ve talked to a lot of chiropractors who’ve tried to follow the “success formulas” promoted by charismatic gurus, seminar speakers, and social media personalities—only to end up frustrated, burned out, and wondering what’s wrong with them. I’ve been there too. I know what it’s like to look at someone who makes practice-building look effortless and think, “If they can do it, why can’t I?” In this episode, I’m going to explain why their one-size-fits-all formula often only works for a specific type of personality and why trying to copy it may actually set you up for failure. I’ll break down three common chiropractor “profiles” (charismatic front-end attractors, clinical technicians, and relationship builders), explore the strengths and weaknesses of each, and show you how to build your practice strategy around your natural talents instead of forcing yourself into someone else’s mold. If you’ve ever

When I started my own practice, I thought success would be a straight line up. It wasn’t. Running a chiropractic business is a roller coaster. One month you’re crushing it, the next you’re wondering if you’ll make payroll. SEO rankings bounce. Patient numbers dip. Finances fluctuate. The problem isn’t the ups and downs themselves — it’s how we respond to them. In this episode of the Rocket Chiro Podcast, I talk about why paying attention to patterns matters more than reacting to every blip in your stats. I share real-world examples from my own practice days and from chiropractors I’ve helped over the years. You’ll also hear practical tips on how to stay calm, make better decisions, and build a business that weathers the inevitable swings. Here’s What I Cover in This Episode Why success in chiropractic practice isn’t linear (and why that’s okay) How I track numbers so I can see the real trends instead of guessing The difference between a dip that needs action and a dip that’s just noise How plans, habits, and

A lot of chiropractors get stuck asking the wrong questions. They focus on the urgent stuff that feels important in the moment but doesn’t actually move the needle in practice or life. In this episode, I talk through three simple but powerful questions that every chiropractor should be asking. These questions will help you: Simplify your practice and stop wasting money on things you don’t need Understand why patients choose (or don’t choose) you Figure out what “enough” really looks like so you’re not constantly chasing more What You’ll Learn in This Episode Why “Do I really need this?” should be asked about almost everything you spend money or time on How to think about your practice from the perspective of a patient who has to choose you over someone else The overlooked value of contentment and defining “enough” before stress and hustle culture run your life If you’ve never sat down and really asked yourself these questions, you’re probably making things harder than they need to be. Want My

In this episode of the Rocket Chiro Podcast, I wanted to balance the conversation around micro practices. I’ve talked plenty about the upside of starting and running a small solo practice, but I think it’s only fair to also be honest about the challenges. The goal here isn’t to talk you out of it. In fact, I still think a micro practice is the smartest way for most chiropractors to get started. But if you want to make the best long-term decisions for yourself, you should know what you’re signing up for. Some of the downsides we cover include: Your income ceiling is limited compared to building a bigger practice with associates. You can only see so many patients by yourself, so ultra-high-volume practice models don’t fit. It’s hard to bring in other practitioners or offer a wide variety of services in a small space. No backup coverage if you get sick or want to take time off. Micro practices usually don’t have much resale value. Insurance billing and more complex financial models are tougher to manage solo. T

In this episode, Jerry dives deep into the concept of the micro practice — a streamlined, low-overhead model of chiropractic care that's perfect for new chiropractors, associates ready to start their own thing, or even seasoned DCs who want to simplify and reduce stress. After receiving a question from a client considering the micro practice route, Jerry breaks down: What a micro practice actually is (and what it’s not) Why it's not a "lesser" version of a real practice The three essential elements of a successful micro practice How to price your services properly What types of services make the most sense Why efficiency is everything in this model This is a must-listen for any chiropractor who's tired of the overhead and pressure that often come with traditional practice models — and for anyone who wants a better way to start, grow, or pivot their career.   Key Takeaways 1. What Defines a Micro Practice? Low Overhead: One or two rooms, affordable rent, flexible locations (gyms, shared spaces). One Chiro,

Patient retention is one of the biggest struggles chiropractors face. Whether it’s patients not completing their initial care plans or failing to return after they feel better, retention can make or break a practice. In this episode, Jerry breaks down the two most foundational aspects of retention that chiropractors often overlook—and how to fix them. What You’ll Learn in This Episode: Why retention problems are usually people problems—not clinical problems The importance of having a clear care plan (and why “winging it” leads to patient drop-off) How to create agreement with patients without using gimmicks or canned recommendations Why connection is the key to long-term retention and how to stay in touch with patients after their initial care Practical ways to stay connected and reconnect, including social media, newsletters, texting, and even reactivation campaigns The low-hanging fruit most chiropractors ignore that could easily bring patients back into the office Final Thoughts Retention doesn’t have to

In this episode of the Rocket Chiro Podcast, Jerry dives into the big question: What’s AI going to do to search and SEO? Chiropractors have been hearing about AI more and more, and one longtime listener reached out to ask how this might impact local SEO and Google Maps rankings going forward. Jerry shares his personal insights (not AI-generated) on where things might be headed and what chiropractors should start doing now to stay ahead. In This Episode: 1. Why this conversation matters now AI is rapidly becoming more common in how people search for answers Some chiropractors are already using AI tools to replace Google for specific types of searches The shift might not be urgent yet, but it’s happening 2. A reminder of what SEO really is SEO is about building a trust relationship with Google Google is a referral source, not just a search engine Stop trying to game the system with gimmicks; focus on trust and authority 3. Four key ways AI might change SEO and search New signals: AI may use di

In this episode of the Rocket Chiro Podcast, Jerry revisits a hot topic from last week—whether the chiropractic profession is at risk of losing itself—and takes it a step further. Instead of focusing on the fears and infighting, Jerry shares his thoughts on what chiropractors should be fighting for. What are the core values worth protecting? What should the future of chiropractic look like? And how do we stop shooting ourselves in the foot? This one’s part rant, part reflection, and a whole lot of real talk. In this episode: Why the profession is often its own worst enemy The never-ending "real chiropractor" argument Why the subluxation vs. evidence-based debate is exhausting and counterproductive The idea of chiropractic as a dual philosophy profession—and why that’s okay How food, gyms, and chiropractors all get judged for different goals Why the fight started by BJ Palmer might have been a big mistake A passionate plea for chiropractors to just stop being jerks to each other 9 Things

In this episode of the Rocket Chiro Podcast, Jerry tackles a topic that comes up often in chiropractic circles: the fear of “losing the profession.” Where does this fear come from, and is it justified? Jerry explores five key fears that often drive this concern: Losing Chiropractic Identity The never-ending debate between subluxation-based vs evidence-based chiropractors continues to divide the profession. Jerry shares why this internal conflict may be doing more harm than good, and why the “real chiropractor” argument is a dead-end. Becoming Like Osteopaths What happens if chiropractic loses its distinctiveness? Jerry explains why drifting toward drugs and surgery undermines the very foundation of chiropractic care. Losing Autonomy Like PTs Could chiropractors become mere technicians under the thumb of medical gatekeepers? Jerry unpacks the risks of giving up professional independence for the sake of integration. Over-Restricting Scope of Practice From subluxation-only to short-term pain relief only,

In this episode of the Rocket Chiro Podcast, Jerry Kennedy dives into a bold claim made by a chiropractic website company that told a prospective client “99% of our websites rank at the top of Google.” That kind of statement might sound great—especially to chiropractors who don’t fully understand SEO—but Jerry explains why it’s likely misleading at best and total nonsense at worst. Drawing from his experience working with chiropractors on websites and local SEO, Jerry breaks down the key differences between traditional SEO and local SEO, the vague language companies use to manipulate chiropractors, and the real factors that contribute to better rankings. Along the way, he offers a no-holds-barred critique of the predatory marketing that takes advantage of new and struggling chiropractors. If you’ve ever wondered what it really takes to get found on Google—or whether your current website provider is actually doing anything helpful—this episode is for you. What You’ll Learn in This Episode: Why “top of Google