Marketing doesn’t work when it’s handed off without direction.

It works when it’s led—from the top—with clarity, congruency, and consistency.

This episode explores the mindset and skillset needed to lead your practice’s marketing like a CEO—not as a technician, not as a manager, and definitely not as a burnt-out content machine.

Here’s what’s covered:

• How to define who you’re perfect for using the Standout Strategy. Not about being “better” than other chiropractors—but being better for a specific type of person.
• For example: “We’re the go-to practice for health-conscious families who want to stay well, not just get out of pain. We provide subluxation-based, nerve system-first chiropractic care in a warm, uplifting environment. We’re not for everyone—and that’s okay.”
• If you’re not clear yet, ask:
• Who do I love working with?
• Whose results light me up?
• What kind of care do I want to be known for?
• What would I need to learn or refine to become the best choice for that person?
• How to activate your Broadcast Engine—the 3 main channels every practice uses to get seen and stay visible:
• Owned Media: email list, website, patient handouts—platforms you control.
• Borrowed Media: social platforms, referrals, community relationships—where you’ve built trust but don’t control the space.
• Bought Media: Google Ads, Facebook Ads, sponsorships—paid reach that scales once your message is dialled in.
• Relying on just one of these creates vulnerability. Real marketing power comes from building at least two strong channels.
• Why trust takes time. Most people need 7 hours of exposure, across 11 interactions, in 4 different places before they feel ready to act. If marketing feels slow, it’s probably working—you just need to keep showing up.
• The danger of abdicating your marketing. Outsourcing can help, but only when you lead the message, track results, and review performance. Clear leadership prevents wasted money, mismatched patients, and long-term frustration.

🎯 Action Step:Take 30 minutes of CEO Time to reflect:

• Who are you perfect for?
• Which marketing channels are working?
• Where can you build redundancy?
• Are you leading or abdicating your marketing?

Your message matters. And how you lead it makes all the difference.