Stop Chasing Algorithms and Start Answering Questions: Great Advice in the Digital Age

Welcome back. Today I’m joined by returning guest Kali Edwards, founder of June Mango Design, a branding and website design studio that specializes in helping wellness professionals create strategic brands and websites that attract their ideal patients.

Kali has worked with many acupuncturists and other healthcare providers, and in this conversation we’re digging into what’s actually working in clinic marketing right now.

In this episode we talk about:

• How AI search is changing SEO and what clinic owners should focus on instead of chasing algorithms
• Why blogs still matter and how to choose topics your patients are already searching for
• The connection between branding, trust, and attracting the right patients
• How to use the questions your ideal patients are asking at 2 a.m. and turn them into effective marketing content
• Why networking, visibility, and genuine human connection are becoming more valuable in an increasingly digital world

Hope you enjoy today's episode with Kali.

💚 This episode is sponsored by Faire Wholesale.

Increase your average per patient income with beautiful retail products that are aligned with your values and your business—without the upfront risk. Faire makes it easy to get started with over 100,000 independent brands and low or no order minimums. 

Even better? You get free returns for 60 days on the first order you place with any brand, so you can feel confident trying out new products online. Try new items in your clinic, and if something doesn’t sell, just send it back for a refund. 

Plus, you can filter by your values—like AAPI-owned, Black-owned, organic, handmade, or not sold on Amazon. 

Increase your income with curated retail offerings today. Click here to learn more about Faire. Use my code AMS10 to save an extra 10% on your first order if you order more than $400.

Mentioned in This Episode:

• Website: JuneMango.com
• Instagram: @junemangostudio

Support the show

Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

If you've ever looked at your profit and loss statement and thought, "My practice is making money, so why doesn't it feel like it?" this episode is for you.

In this episode, I'm joined by Emily Bowie, partner at Thorne Advisors, an accounting and tax strategy firm that helps business owners improve cash flow, reduce taxes, and build long-term wealth.

Emily does an excellent job of breaking down financial concepts in a way that's practical and easy to understand, even if accounting feels completely outside your comfort zone.

In this episode, you'll learn:

• The difference between a profit and loss statement and a balance sheet, and why both matter
• Why revenue and profit don't always translate into cash in the bank
• Common cash leaks that may be quietly draining money from your practice
• How to calculate the true profitability of a service after accounting for overhead
• When an S-corp election may make sense for acupuncturists
• Why tax planning should happen throughout the year instead of only at tax time
• How to use your financial reports to make better business decisions

Whether you're a solo practitioner or managing a growing team, this conversation will help you better understand your numbers and make more confident decisions about the future of your practice.

Mentioned in This Episode:

• Website: ThorneAdvisors.com
• Instagram: @thorneadvisors
• Free Download: 5 Cash Leaks and 5 Missed Tax Deductions that Are Draining Your Business 

💙 This episode is sponsored by Jane, a clinic management software that’s here to make practice life a little easier.

Ready to get started? Use the code ACUSCHOOL1MO for 1 free month at jane.app.

Subscribe to the Acupuncture Marketing School podcast on Apple Podcasts or Spotify

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Support the show

Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

AI search tools like ChatGPT and Google AI are changing how patients discover local wellness providers, but what does that actually mean for your acupuncture practice?

In this episode, I’m joined again by website designer Samantha Mabe of Lemon & The Sea to talk about what’s really working right now when it comes to showing up in AI-powered search results. We break down why strong SEO fundamentals still matter, how niche messaging helps both humans and AI understand your expertise, and what you can do right now to strengthen your local online presence without trying to “hack” the algorithm.

We also discuss how AI evaluates trust, expertise, reviews, credentials, and consistency across your website and social platforms, plus why clear messaging matters more than ever.

In this episode:

• Why SEO is still the foundation for showing up in AI search results 
• How blog posts and conditions pages work together strategically 
• What AI tools are actually looking for when recommending local practitioners

Find It Quickly

02:57 - Meet Samantha Mabe

05:06 - SEO Still Matters

10:34 - Blogging for AI Queries

13:18 - Niche Messaging Wins

17:13 - Conditions Pages vs Blogs

21:06 - Trust Signals and Links

24:57 - Local Listings Consistency

27:47 - Test Your AI Presence

33:25 - Social Proof and Video

Connect with Samantha Mabe

Website: lemonandthesea.com

Instagram: instagram.com/lemonandthesea

💚 This episode is sponsored by Faire Wholesale. 💚

Increase your average per patient income with beautiful retail products that are aligned with your values and your business—without the upfront risk. Faire makes it easy to get started with over 100,000 independent brands and low or no order minimums. 

Even better? You get free returns for 60 days on the first order you place with any brand, so you can feel confident trying out new products online. Try new items in your clinic, and if something doesn’t sell, just send it back for a refund. 

Plus, you can filter by your values—like AAPI-owned, Black-owned, organic, handmade, or not sold on Amazon. 

Increase your income with curated retail offerings today. Click here to learn more about Faire.

Support the show

Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

What if growing your acupuncture practice didn’t have to mean seeing more patients one-on-one every week?

In this episode, I’m joined once again by Dr. Michelle Hamilton—doctor of Chinese medicine, owner of The Zen Den, and creator of Community Acupuncture School—to talk about creative ways acupuncturists can expand beyond the traditional treatment room model.

Michelle shares how she evolved from solo private practice into a thriving hybrid clinic with community acupuncture, infrared sauna, digital courses, events, and multiple income streams. We also talk about why visibility and real-world connection still matter deeply in marketing—even in today’s online world.

If you’ve been craving more freedom, sustainability, creativity, or scalability in your practice, this conversation is packed with ideas you can actually apply.

In this episode:

• How Dr. Michelle Hamilton built and evolved her hybrid community acupuncture + private practice model
• Why local visibility, in-person events, and relationship-building still work incredibly well for clinic marketing
• How to identify your ideal patients and meet them where they already spend time

Find It Quickly

03:24 - Meet Michelle

08:42 - Beyond the treatment room

10:17 - Hybrid clinic origin story

11:16 - Digital products and courses

14:09 - What to teach and sell

16:52 - Pricing and value

23:32 - Events that sell out

26:34 - Turning foot traffic into leads

27:28 - Clinic Event Curiosity

29:32 - Discount Cards Strategy

31:45 - Guerrilla Marketing Stories

33:15 - New Location Visibility

35:41 - Find Your Patient Circles

38:50 - Stepping Back Clinically

41:48 - Marketing Origin Story

45:15 - Promoting Associates

48:44 - Redefining Success

Mentioned in this episode:

61: Community Acupuncture School with Michelle Hamilton

84: Scaling a Hybrid Community Acupuncture Practice to $500k with Michelle Hamilton

108: Making Community Acupuncture Financially Sustainable Without Burnout with Michelle Hamilton

Snack Size Marketing Club: michellegrasek.com/snacksize

Connect with Dr. Michelle Hamilton

Website: drmichellehamilton.com

Instagram: instagram.com/dr_michellehamilton

💙 This episode is sponsored by Jane, a clinic management software that's here to make practice life a little easier.

Ready to get started? Use the code ACUSCHOOL1MO for 1 free month. Try Jane >>

Support the show

Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

Join me in Wellness Marketing School Live!

Learn more and save your seat: https://michellegrasek.com/wellness-marketing-school-live/

An 8-week, small-group Zoom program where you’ll build a clear, effective marketing system for your unique practice to become the go-to practitioner in your community (with real-time guidance and support).

Limited to 20 practitioners • Begins May 8th • Enrollment closes May 7th

Email me with questions! That's what I'm here for: [email protected]

I would absolutely love to work with you - hope to see you inside!

Support the show

Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

Join me for this free training! 

The Full-Schedule Marketing Audit for Wellness Practitioners:

Date/Time: Tuesday, May 5th at 12:00 pm Eastern Time

Register to Save Your Seat: https://michellegrasek.com/audit

Replay will be available for everyone who registers. 

I'd love to see you there.

Support the show

Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

If your Instagram is full of helpful content but not bringing in patients, this episode might completely shift how you think about marketing.

In today’s conversation, I sit down with Instagram strategist Molly Cahill to unpack what is actually working right now to attract patients—without chasing trends or burning out on content creation. We dive into the foundational strategies that consistently bring in bookings week after week, especially for acupuncturists and healthcare practitioners who don’t want to feel “salesy” online.

Molly shares how to simplify your content, connect more deeply with your ideal patient, and use Instagram in a way that feels aligned with your work.

In this Episode:

• Why most acupuncture content doesn’t convert—and what to do instead
• Simple, repeatable content formats that save time and work better
• How “invisible engagement” leads to real bookings (even without likes or comments)

Find It Quickly

02:46 - Meet Molly 

04:59 - What Still Works on Instagram

07:40 - Why Education Posts Fail

10:42 - Reels Formula and B Roll

15:07 - Invisible Engagement Explained

16:03 - Authority Hooks That Convert

19:47 - Proof and Implementation Wins

21:15 - Getting Patients on Camera

25:15 - Easy B-Roll Alternatives

25:51 - Model Calls and Pro Photos

26:44 - DIY B-Roll Planning

27:29 - Ask the Right Patients

29:28 - Retention Over Acquisition

31:03 - Train the Algorithm

33:37 - Reposts and Email Scripts

34:56 - Fill Gaps With Availability

37:21 - Direct Offers Work Fast

40:27 - Status Bubble Hack

43:58 - Anchor Back to Your Why

Mentioned in this episode:

Holistic Marketing Simplified Podcast: mollycahill.com/podcast

Holistic Marketing Hub: $200 off with discount code “AMS”: tck0d5a3nkz.krtra.com/t/SJo0V7c9yBoQ

Instagram: instagram.com/mollyacahill

Website: mollycahill.com

💚 This episode is sponsored by Faire Wholesale. 💚

Increase your average per patient income with beautiful retail products that are aligned with your values and your business—without the upfront risk. Faire makes it easy to get started with over 100,000 independent brands and low or no order minimums. 

Even better? You get free returns for 60 days on the first order you place with any brand, so you can feel confident trying out new products online. Try new items in your clinic, and if something doesn’t sell, just send it back for a refund. 

Plus, you can filter by your values—like AAPI-owned, Black-owned, organic, handmade, or not sold on Amazon. 

Increase your income with curated retail offerings today. Click here to learn more about Faire.

Support the show

Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

If you’ve ever felt like patients are so close to booking, but just don’t take that final step, this episode is going to change how you think about your marketing and communication.

Today, I’m joined by ghostwriter Nicole Bergstrom, who specializes in helping acupuncturists communicate more effectively with patients who are curious yet  still hesitant. We dive into how the right words, the right structure, and the right messaging can gently guide someone from “maybe” to “yes.”

In this conversation, I share how we can meet patients where they are—especially when they’re skeptical, overwhelmed, or unsure what acupuncture even really is.

In this Episode:

• Why patients stay stuck in curiosity (and what actually moves them forward)
• How to simplify your messaging so it builds trust instead of confusion
• How email funnels can answer patient questions and lead naturally to bookings

Find It Quickly

• 02:45 - Meet Nicole Bergstrom
• 03:30 - How She Became A Ghostwriter
• 05:18 - Why Acupuncture Patients Hesitate
• 09:02 - Writing To Overcome Skepticism
• 11:28 - Investment Not A Cost
• 14:49 - Simple Language Builds Trust
• 16:57 - Email Funnels And Newsletters
• 19:46 - Seven Day Funnel Strategy

💙 This episode is sponsored by Jane, a clinic management software that's here to make practice life a little easier.

Ready to get started? Use the code ACUSCHOOL1MO for 1 free month at jane.app.

Support the show

Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

If your marketing feels like it’s plateaued, it doesn’t mean your strategy is broken—it might just be out of balance.

In this episode, I’m sharing a simple but powerful way to inject new energy into your marketing by shifting your focus for your acupuncture practice. I walk through why digital marketing and in-person visibility work best together (not separately), and how you can start showing up in your community in a way that feels doable—even if you’re an introvert.

I also share real examples from my own acupuncture clinic and coaching clients so you can see exactly how this plays out in real life.

In this Episode:

• Why your marketing might feel “stuck” even if you’re doing everything right
• How balancing digital and in-person visibility creates momentum
• Simple, introvert-friendly ways to build trust and referrals in your community

Find It Quickly

02:32 - Digital Versus In Person

04:50 - Ecosystem Balance Boost

06:07 - Introvert Visibility Wins

08:17 - Networking That Compounds

13:17 - Beyond Mixer Events

14:23 - Community Groups And Clubs

15:34 - Talks That Convert

18:26 - One Meeting Builds Trust

20:19 - Three Month Action Plan

💚 This episode is sponsored by Faire Wholesale. 💚

Increase your average per patient income with beautiful retail products that are aligned with your values and your business—without the upfront risk. Faire makes it easy to get started with over 100,000 independent brands and low or no order minimums. 

Even better? You get free returns for 60 days on the first order you place with any brand, so you can feel confident trying out new products online. Try new items in your clinic, and if something doesn’t sell, just send it back for a refund. 

Plus, you can filter by your values—like AAPI-owned, Black-owned, organic, handmade, or not sold on Amazon. 

Increase your income with curated retail offerings today. Click here to learn more about Faire.

Support the show

Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

Most acupuncturists think they need to post more on social media to get patients. In reality, the problem usually isn’t consistency—it’s specificity.

In this episode, I sit down with social media strategist Britt Cunningham, founder of Britt Social Media, to talk about why so many acupuncture clinic owners feel stuck posting content that only their current patients see. Britt and her team help clinics across the country turn social media visibility into real leads and booked appointments, and she shares exactly what’s working right now on platforms like Instagram and TikTok.

We talk about the biggest mistakes practitioners make when creating content, why general “wellness” posts rarely work, and how speaking directly to a specific problem can dramatically increase engagement and patient inquiries.

If you’ve ever felt like you’re posting constantly but not actually reaching new people, this conversation will give you a completely different way to think about your social media strategy. If you want social media to actually bring patients into your clinic, this episode is packed with practical insight.

In this episode:

• Why vague wellness content rarely attracts new patients
• How specificity helps your posts reach the right audience
• What kinds of content actually stop the scroll on Instagram and TikTok

Find It Quickly

2:59 - Meet Britt Cunningham

4:22 - VA vs Social Media Pro

7:10 - Why Branding Comes First

9:11 - Acupuncturist Instagram Tips

13:16 - Specific Symptoms and Niching

17:21 - Too General vs. Specific Content

18:27 - Sponsor Break and Return

19:13 - Face or No Face

19:59 - Show the Experience

21:19 - Trust for Acupuncture

22:59 - Needles on Camera

24:40 - Know Your Audience

25:03 - Engagement That Works

28:25 - Community Manager Mindset

31:01 - Success and TikTok

Connect with Britt

Work with Britt: brittsocialmedia.my.canva.site/workwithus

Instagram: instagram.com/brittsocialmedia

Youtube: youtube.com/@brittanicunningham

💙 This episode is sponsored by Jane, a clinic management software that's here to make practice life a little easier.

Ready to get started? Use the code ACUSCHOOL1MO for 1 free month at jane.app.

Support the show

Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.