The Remarkable CEO for Chiropractors

00:37 – Dr. Pete introduces today’s guest, Dr. Chad Woolner who provides his background and speaks to the importance of leveraging webinars to grow your practice 10:20 – Why Dr. Chad chose webinars as a resource to help other doctors and chiropractors 15:36 – Dr. Pete and Dr. Stephen take a moment to promote the Remarkable Virtual Conversion Immersion18:22 – How webinars can positively impact scalability, durability and transferability 20:46 – Dr. Pete and Dr. Stephen take a moment to promote Chiro Match Makers29:28 – How webinars can help CEOs enhance their current practice 37:36 – The importance of utilizing genuine urgency and scarcity 39:12 – Where doctors can learn more about Dr. Chad’s work EPISODE QUOTES“I have a passion for educating my patients. I’ve always had a passion for educating them. But I think what’s happening because of the coronavirus situation is that many of us have to look for new ways to be able to reach out to our people.” (05:48)“What we’re talking about here today is how do business owners – like doctors or chiropractors specifically – use this type of a platform like a webinar to effectively reach their community and to grow their business.” (09:23)“I love the fact that there’s so much diversity in the profession because, to me, what that means is we’re able to help people in so many diverse ways. I mean, to me that represents us being able to reach deeper and reach wider in terms of helping people.” (13:43)“When it comes to scalability doc – cause that’s something we’ve talked about – in our program becoming a CEO we talk about the difference between being an owner operator and becoming a CEO. And number one is you have to have an identity shift.” (20:12)“The minute people assume something is the minute you dramatically decrease the likelihood of them showing up live. There are two key emotional hot buttons that you want to be triggering when people go to your funnel to register for the webinar. And that is curiosity and/or intrigue.” (33:26)“You can and should, in my humble opinion, be ridiculously transparent about why you’re using urgency and scarcity.” (37:49)LINKS MENTIONEDDr. Stephen’s LinkedInDr. Pete’s LinkedInThe Remarkable CEO WebsiteDr. Stephen’s Book – The Remarkable Practice: The Definitive Guide to Build a Thriving Chiropractic BusinessLink to Register for the Virtual Conversion ImmersionDr. Chad’s WebsiteChiro Match Makers Website

00:37 – Dr. Pete and Dr. introduce today’s topic, Marketing in a Post COVID world and the three ways businesses are responding to COVID-1909:21 – Dr. Pete and Dr. Stephen take a moment to promote the Remarkable Virtual Conversion Immersion12:06 – Internal, external and digital marketing and the importance of staying focused on your local market 17:47 – Strategies for setting up your marketing plan 19:16 – Dr. Pete and Dr. Stephen take a moment to promote Chiro Match Makers19:59 – Dr. Pete and Dr. Stephen revisit the concept of stacking 23:59 – Specific strategies for internal, digital and external marketingEPISODE QUOTES“What we have to recognize is, post COVID, everything’s gonna change. Where people get their information, how people consume their information, what they’re listening for, what they’re responding to, what they’ll be willing to do, right?” (01:45)“So if there are some things that remain the same, and those things are the six sides of your business that you need to solve, you still need to solve those now. What does success look for us? Are we having to rewrite the story a little bit? Maybe you’re just adding a paragraph, or a chapter, in the story on the journey that you didn’t plan, but you’re still heading in the direction you wanna go.” (06:03)“Pay very close attention to what’s happening in your local market. Pay very close attention to the conversations that are happening. Watch what’s happening in the local markets and the stores and where people are at. You get your finger on that pulse and you’ll see when people are willing to take the next step of action steps.” (15:42)“The best internal marketing strategy is to reactivate all your existing patients.” (16:40)“The key for this is that you want to be in this world, not of this world.” (22:01)“You’ve got to think about your digital marketing in two ways. Number one is the free content plan, and the second is the paid advertisement plan.” (29:32)LINKS MENTIONEDDr. Stephen’s LinkedInDr. Pete’s LinkedInThe Remarkable CEO WebsiteDr. Stephen’s Book – The Remarkable Practice: The Definitive Guide to Build a Thriving Chiropractic BusinessLink to Register for the Virtual Conversion ImmersionLink to Goals 2020 ResourceChiro Match Makers Website

00:37 – Dr. Pete and Dr. Stephen break down Phase Three of The Phoenix Plan, Mobilization and speak to some of the results they’ve seen from doctors they’ve been working with 07:22 – Dr. Pete and Dr. Stephen take a moment to promote the Remarkable Virtual Conversion Immersion 10:07 – Dr. Pete and Dr. Stephen recognize some doctors who are exceeding expectations12:36 – Ten steps for Mobilization and creating your internal marketing plan 23:05 – Dr. Pete and Dr. Stephen take a moment to promote Chiro Match Makers23:48 – Strategies for effective communication 31:09 – The importance of organizing your leads EPISODE QUOTES“Right now what we know is that our communities need clarity; they need certainty. There’s a lot of confusion out there. Confusion breeds fear and that fear leads to paralysis.” (03:02)“During times of crisis, it’s not about commerce, it’s about relationships. So, we’re saying to you as well, ‘Listen, if we can support you and serve you in any way, this podcast is here for you.’ But we’re here for you as well. And the doctors who we’ve met that have had more intimacy with, we’ve found that those doctors seem to be getting the best results.” (05:44)“Again, we talk about as CEOs, it’s very strategic. Being a CEO in peacetime it’s always about being strategic. It’s always about thinking way ahead. But now, during wartime, it’s very tactical; it’s very specific about what are we doing right now.” (14:08)“At the end of the day we’ve got to shift the conversation away from the strength of the virus and turn it towards the strength of the host so that people can actually take charge, take control, and recognize that they can have influence, they can get back their hope, and take back personal responsibility for their health.” (20:04)LINKS MENTIONEDDr. Stephen’s LinkedInDr. Pete’s LinkedInThe Remarkable CEO WebsiteDr. Stephen’s Book – The Remarkable Practice: The Definitive Guide to Build a Thriving Chiropractic BusinessLink to Register for the Virtual Conversion ImmersionLink to “10 Things To Do For Your Practice Ultimately”Chiro Match Makers Website

00:37 – Dr. Pete and Dr. Stephen break down the importance of goal resetting and how to respond to difficult challenges posed during these trying times 09:39 – Dr. Pete and Dr. Stephen take a break to promote The Remarkable Practice Conversion Immersion virtual events 12:38 – Dr. Pete and Dr. Stephen provide strategies and frameworks for growth and goalsetting 17:16 – The importance of returning to the fundamentals and reigniting inspiration 21:00 – Dr. Pete and Dr. Stephen take a moment to promote Chiro Match Makers21:43 – Casting vision and setting micro goals 25:52 – The importance of pairing goals with specific action and having contingency plans EPISODE QUOTES“What do you do when your goals get blown up? What do you do when things that you were working so diligently towards – you and your team – get derailed and how do you respond in times like this? Specifically, we’re going to be digging into what do you do about goal setting now after what’s happened and how do you navigate through this time?” (01:37)“This has been such a remarkable time. And, ya know, that word ‘remarkable’ applies even in this situation because it’s extraordinary. Unfortunately, it’s been extraordinary in a challenging way. But, ya know, we know that when we get stretched, we get stronger.” (06:39)“When it comes to stabilization, position yourself with your existing team members and your existing active patients because, at the end of the day, people are gonna remember what you said and how you led.” (16:17) “So, make that shift and that transition from the conversation around the macro-goals – where we’re going in three to five years – and let’s get into the micro-goals. So, the vision might be month by month, but the goals you’ve got to go week-by-week, day-by-day, shift-by-shift. You’ve got to get into micro-goalsetting.” (23:37)LINKS MENTIONEDDr. Stephen’s LinkedInDr. Pete’s LinkedInThe Remarkable CEO WebsiteDr. Stephen’s Book – The Remarkable Practice: The Definitive Guide to Build a Thriving Chiropractic BusinessThe Remarkable Practice Immersion EventRegister for Virtual Conversion ImmersionChiro Match Makers Website

00:39 – Dr. Pete and Dr. Stephen shift their discussion to Navigating Transitions throughout The Phoenix Plan 08:33 – Dr. Pete and Dr. Stephen take a break to promote The Remarkable Practice Conversion Immersion virtual events 11:28 – Analyzing the Four Transitions 15:27 – Dr. Pete and Dr. Stephen take a moment to promote Chiro Match Makers16:10 – Understanding the stages of planning, preparing, executing and assessing 21:23 – The importance of being a forward-thinker as a CEO 25:24 – Dr. Pete and Dr. Stephen expound on the term Stacking and provide specific examplesEPISODE QUOTES“In times like this, it’s the leaders that are going to be developed and forged during this time. And so, I pray and hope that all of us are gonna advance and come out of this so much further ahead.” (02:35)“The table stakes for leadership is certainty.” (04:56)“The reason why this is so important is the three phases we’ve given you is the bridge. The bridge is the transition. And so, when you go from Transition 1 – which was business as usual into crisis craziness – you needed a bridge and that was stabilization.” (13:48)“As a CEO, a good deal of execution is delegation. So, you’re gonna be leveraging your team. You’re gonna get smaller while your team gets bigger.” (18:38)“This is the law of the jungle. The CEO’s role is to say, ‘This is what’s important nowand this is what’s important next,’ and then to point everybody’s time, energy and focus to the appropriate activity.” (30:32)LINKS MENTIONEDDr. Stephen’s LinkedInDr. Pete’s LinkedInThe Remarkable CEO WebsiteDr. Stephen’s Book – The Remarkable Practice: The Definitive Guide to Build a Thriving Chiropractic BusinessThe Remarkable Practice Immersion EventRegister for Virtual Conversion ImmersionChiro Match Makers Website

00:37 – Dr. Pete and Dr. Stephen pivot to what’s important next: Creating Your Patient Reactivation Plan 10:19 – The Three C’s System and the value of creating an MIA Report 14:19 – Dr. Pete and Dr. Stephen take a break to promote Chiro Match Makers16:58 – Planning your outreach and communication to patients who are missing-in-action 19:58 – Next steps to focus on to reactivate previously active patients24:13 – The importance of executing reactivation through scheduling consultations 29:16 – The value of team training and planning for Phase 3: Mobilization EPISODE QUOTES“In times of war, you don’t focus on commerce, you focus on relationships. That’s the lesson there in stabilization.” (05:35)“So, the number one thing you need to be doing of the ten-step plan, is transition from Phase One into Phase Two of the Phoenix Plan, which is execute Stabilization but begin to plan for Reactivation.” (08:23)“What we’re talking about is your role as CEO, which is to marshal the limited resources of your business right? So, you determine, ‘Ok guys, this is where we’re gonna be spending our time, energy, focus and money.’” (08:41)“Again, the goal is to identify what’s the best strategy to reach this person.” (17:43) (Dr. Pete)“These people [MIA patients] are gonna need to hear certainty, confidence, clarity, conviction – all our favorite ‘Cs.’ All of that’s gonna need to come out of you and come out of your team.” (19:58)“One thing a CEO has to develop is the habit of looking for the silver lining.” (27:06) (Dr. Stephen)“In May, the CEO’s job is to plan and prepare for what you’re gonna execute in June. So, I want you hitting the ground going 100 miles an hour in June. It’s time to execute.” (32:56)LINKS MENTIONEDDr. Stephen’s LinkedInDr. Pete’s LinkedInThe Remarkable CEO WebsiteDr. Stephen’s Book – The Remarkable Practice: The Definitive Guide to Build a Thriving Chiropractic BusinessThe Remarkable Practice Immersion EventChiro Match Makers WebsiteDownload the MIA ReportDownload the "10 Things to Do NEXT"

00:37 – Dr. Pete and Dr. Stephen continue their discussion on The Phoenix Plan by discussing Phase 3: Mobilization 04:41 – What business leaders can do for their community during this crisis 09:15 – Dr. Pete and Dr. Stephen take a break to promote The Remarkable Practice Attraction Immersion event this April 202011:37 – Coming out of this crisis with a plan of certainty 17:17 – Dr. Pete and Dr. Stephen take one more moment to promote The Remarkable Practice Attraction Immersion event this April 202019:01 – The critical role of marketing 25:00 – Actionable challenges for leaders to step up and lean inEPISODE QUOTES“All the business owners, the thought leaders, the decision makers in our community, they’re just like you and I. They’re just like all the doctors listening to us right now. We’re sick and tired of having empty businesses, empty restaurants and empty gyms, empty stadiums, empty churches, empty schools.” (05:38)“See yourself as somebody who is gonna add tremendous value to the business leaders in your community at this time, because they absolutely need you now more than ever before.” (08:58)“When things start opening back up and people start going back to living life, whatever that’s going to look like – no one right now knows – but when that happens, you should have already been there having these conversations with the decision makers before everything really starts going. That’s plan and prepare.” (15:19)“What an opportunity for us as CEOs to step up and lean in. Because, at the end of the day in times like this, the attention pivots to the leader with the certainty. And remember, after the crisis, people are gonna remember how you led and what you said.” (28:23)LINKS MENTIONEDDr. Stephen’s LinkedInDr. Pete’s LinkedInThe Remarkable CEO WebsiteDr. Stephen’s Book – The Remarkable Practice: The Definitive Guide to Build a Thriving Chiropractic BusinessThe Remarkable Practice Immersion EventChiro Match Makers WebsiteRegister for Australia VIrtual Immersion

00:37 – Dr. Pete and Dr. Stephen continue their discussion on The Phoenix Plan by discussing Phase 2: Reactivation 04:38 – Reactivating the missing-in-action (MIA) and previously active patients 08:36 – Dr. Pete and Dr. Stephen take a break to promote The Remarkable Practice Attraction Immersion event this April 202010:59 – The four reasons previously active patients no longer come in for care 15:57 – The importance of having systems in place 20:53 – Dr. Pete and Dr. Stephen take one more moment to promote The Remarkable Practice Attraction Immersion event this April 202022:38 – The value of communication and reaching out to patients with specific calls to actionEPISODE QUOTES“Sometimes, we just think about it from our own perspective. But put yourself in the perspective of your patient right now. What are they thinking? This is disrupting what they were doing. They loved getting their adjustments. They wanted to get well.”“Categorically, in stabilization, identify what are the four areas that these people are in who are MIA. And then when we reengage with them, and contact them, and stay connected and we want to let’s say schedule them for a consult with the doctor…that gives you a lot more power and authority because you have an understanding of where they’re at to actually direct them.”“These are extraordinary times, so it calls for extraordinary systems.”“So, we talk about ABC, right? It’s always be converting. What are you converting them to? The next step.”“If you can do a virtual connection, where they can feel you and see you in a way that’s just really powerful through video, do that.”LINKS MENTIONEDDr. Stephen’s LinkedInDr. Pete’s LinkedInThe Remarkable CEO WebsiteDr. Stephen’s Book – The Remarkable Practice: The Definitive Guide to Build a Thriving Chiropractic BusinessThe Remarkable Practice Immersion EventChiro Match Makers WebsiteRegister for Australia VIrtual Immersion

00:49 – Dr. Pete and Dr. Stephen introduce today’s topic, The Phoenix Plan 11:27 – Dr. Pete and Dr. Stephen take a break to promote The Remarkable Practice Attraction Immersion event this April 202013:48 – The three phases of The Phoenix Plan 26:39 – Dr. Pete and Dr. Stephen take a break to promote Chiro Match Makers 29:00 – The stages of value 33:56 – The three levels of healthcare 39:46 – The importance of being fully present right now EPISODE QUOTES“We are in the trenches in the battle with you. No one is immune to this situation. This is not a you thing. This is not an us thing. This is not a chiropractic thing. This is not just a CEO thing. This is not an American thing, an Australian thing, a Canadian thing – this is a global situation, and everyone is in it. So, we just want you guys to know that we’re in it with you.” (03:06)“I think about this concept of ‘what grows down must grow up.’ When you think about planting a seed in the ground, the first thing that happens is it grows down before it grows up.” (08:21)“As the Navy SEALs like to teach, we have contingency plan A, B, C, D, E, F, because we know – we absolutely know – we are going to fail in the process. So, it’s not win or lose; it’s win and learn.” (21:46)“That first level of healthcare – that treatment of disease – is all about keeping people from dying. Whereas, that second level of healthcare, which is disease prevention, is really about keeping people safe. Wash your hands, clean the surfaces, social distancing, no hugs and high fives, that kinda stuff. And everyone’s having that conversation.” (36:36)“In Chinese, the word ‘crisis’ is made up of two characters. One of the characters is danger. The other character is opportunity.” (41:28) (Dr. Pete)LINKS MENTIONEDDr. Stephen’s LinkedInDr. Pete’s LinkedInThe Remarkable CEO WebsiteDr. Stephen’s Book – The Remarkable Practice: The Definitive Guide to Build a Thriving Chiropractic BusinessThe Remarkable Practice Immersion EventChiro Match Makers WebsiteRegister for Australia VIrtual Immersion

00:37 – Dr. Pete and Dr. Stephen recap the Ten Steps of Mastering Delegation 03:36 – Step Ei2ght: Metrics, tracking, and reporting systems 08:09 – Identifying the metrics that matter 12:07 – Dr. Pete and Dr. Stephen take a break to promote The Remarkable Practice Attraction Immersion this April 2020 13:56 – Step Nine: Establish meeting rhythms 22:01 – Step Ten: Assess, repeat, or pivot EPISODE QUOTES“All of us, as owner operators, have had the experience where we got to enjoy the total control. I knew exactly what was happening. I knew when it was happening, where it was happening, who it was happening with. I knew the quality. I had my hands all over it. So, that is one of the rewards you get as an owner operator…you get to have that control and that’s the thing we really, really dislike giving away.” (07:21)“CEOs require that the information flows to you so you’re making data-driven decisions.” (14:30) “We don’t use emotion, we use metrics. This reporting system is absolutely critical.” (17:19)“The meeting rhythm is critical. Once you’ve established the metrics, they all come and land in a place where they’re discussed – they’re reviewed. So, visibility becomes accountability when it lands in this meeting. So, what you see is what you get.” (20:58)LINKS MENTIONEDDr. Stephen’s LinkedInDr. Pete’s LinkedInThe Remarkable CEO WebsiteDr. Stephen’s Book – The Remarkable Practice: The Definitive Guide to Build a Thriving Chiropractic BusinessThe Remarkable Practice Immersion EventChiro Match Makers Website