Acupuncture Marketing School

Welcome back! Today we're talking about some of the challenges facing the acupuncture profession, particularly building and running a successful practice.

Most acupuncturists graduate feeling unprepared for the business side of practice, and with the current economy, it's understandable that many practitioners are feeling discouraged.

These challenges are real, and today my guest Amy and I are talking about how to move forward despite them. How can we acknowledge what's unfair while focusing our energy on what we can control, so we can make proactive choices that help our practices succeed?

Amy Abelar is an acupuncturist who has been growing her multidisciplinary practice for 18 years. She’s also the founder of Acupuncture Practice Systems, where she teaches practice management, marketing, and business strategies for acupuncturists.

Amy and I discuss:

• The “sphere of control” exercise Amy uses to help overwhelmed practitioners decide where to focus their energy
• Why marketing and business skills are learnable, even if your acupuncture program didn't prepare you for them
• How building a stable, successful practice allows you to continue serving your patients and providing stability for them

If things aren't going the way you expected, you're certainly not alone. And you have choices. You can learn new skills, try something different, ask for help, and take the next step available to you.

I hope this conversation helps you feel encouraged and empowered, and helps you figure out what that next step might be.

Show Notes:

• Amy's Acupuncture Practice Systems
• Amy's YouTube: @AcupuncturePracticeSystems
• Amy's Instagram: @AcupuncturePracticeSystems
• Rachel Rodger's book, We Should All Be Millionaires
• Acupuncture Marketing School
• Marketing Breakthrough Audit with Michelle

Support the show

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

Have you thought about running Facebook or Instagram ads for your acupuncture or chiropractic practice? If you’ve ever opened Meta Ads Manager and immediately felt overwhelmed, this episode is for you.

Today I’m talking with Jen Peterson, founder of Slay Social, about how wellness providers can use organic social media and paid ads together to reach more of the right people, without spending all day creating content.

Jen has a really practical approach to marketing, and we get into:

• How much you should be prepared to spend on Meta ads if you want to give them a real chance to become profitable
• Why Meta ads and Google ads reach potential patients at very different points in their decision-making process
• How Jen uses awareness ads and retargeting together instead of expecting one ad to do all the work
• What your Instagram profile should look like before you spend a dollar on ads, including the three posts Jen recommends pinning
• What to look for when hiring someone to manage your ads, especially if you’ve been burned in the past

Jen shares so much great behind the scenes info on making your ads effective. Let’s dive in!

Show Notes:

• Jen's website: slaysocialwithjen.com
• Free Strategy Call with Jen
• Free Social Media Audit from Jen
• Instagram: @slaysocialwithjen
• Facebook: @slaysocialwithjen

💚 Today’s episode is sponsored by Faire Wholesale.

Last year, I interviewed some acupuncturists who suggested that I might be able to pay my clinic rent from retail sales, and I immediately thought, WOW, I want to try that.

So I started experimenting with retail in my own acupuncture practice using Faire, and last year we brought in just over $4,000 in retail sales. My goal is still to see if we can eventually pay our clinic rent with retail alone.

We’re not selling expensive products. We don’t have a sales pitch. People buy while they’re waiting for their appointment, or at checkout. Some of our bestsellers are $5 notebooks, magnetic bookmarks, stickers, earrings, and more.

Faire makes it really easy to experiment because many brands have low first-order minimums, plus free returns for 60 days on your first order with each brand.

I’ve also written blog posts sharing the exact products that are selling in my clinic, so I’ll link those in the show notes along with my Faire link.

And if you’re new to Faire, use code AMS10 for 10% off your first order over $400. You absolutely don’t have to spend $400 to get started. Most people start under $100. But that code is there is you need it. 

Check out Faire Wholesale here.

Support the show

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

Today I’m talking with Britt Cunningham, founder of Brit Social Media, about whether TikTok actually is worth your time as a local, brick-and-mortar business.

Britt works with service-based businesses, including acupuncturists and other wellness entrepreneurs, to manage their social media strategy and content. 

The last time she was on the podcast, we talked mostly about Instagram, but she mentioned that TikTok has some unique advantages when it comes to reaching a local audience. That caught my attention, and since then, I’ve actually started experimenting with TikTok for my own acupuncture practice.

In this episode, we talk about:

• Why TikTok may be better than Instagram in terms of getting your content in front of people who actually live near your practice
• How to repurpose the Reels you’re already creating for Instagram, instead of making new content
• What to post, how often to post, and what kinds of content are working well for acupuncturists and wellness practices right now
• How to start showing up on video when you’re uncomfortable on camera, including an easy way to begin with B-roll

We also talk about why you probably don’t need to spend nearly as much time writing TikTok captions as you do Instagram captions, which I personally consider excellent news.

Hope you enjoy this episode with Britt!

SHOW NOTES:

• Britt's Website: Britt Social Media
• Instagram @brittsocialmedia
• TikTok @brittsocialmedia
• YouTube @brittsocialmedia
• Michelle's Marketing Breakthrough Audit

🩵 Today's episode is brought to you by Jane, an EMR for health and wellness professionals, and the software I use at my practice. 🩵

One of my favorite things about Jane is their genuinely excellent customer support. If you have a question, you can call, email, or live chat with a real person, even on Saturdays, at no extra cost. And I can tell you from experience, their support team is incredibly kind, patient, and actually happy to help.

If you’re ready to learn more and get a free demo, head to jane.app/explore, and use my code ACUSCHOOL1MO for a one-month grace period on your new account. 

💖 Love the podcast? Help other acupuncturists find the podcast by leaving a review.

Michelle's Free Ten-Minute Marketing Guide for Wellness Professionals: Exactly how I'd market my practice if I only had ten minute a week - Download Here

Support the show

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

Today I’m talking with Sarah Cook, a copywriter and former naturopathic doctor who helps health and wellness practitioners create marketing that sounds like them, without burning themselves out in the process.

And we’re diving into a conversation that is on everyone’s minds in the past few weeks, including: 

• The recent panic over AI watermarks, including what’s happening with Claude, what these watermarks actually mean, and whether to change the way you’re using AI in your marketing.
• How to decide where your own line is with AI, based on your values, your audience, and what feels aligned with your integrity, instead of simply following what everyone else says you should or shouldn’t do.
• Why Sarah doesn’t recommend completely automating your content creation, and how too much automation can strip away the specificity and personality that make your marketing effective.
• A practical example of using AI to make marketing dramatically easier while still keeping the ideas, stories, expertise, and perspective genuinely yours.

This is a really thoughtful, practical conversation about finding the place where AI supports your marketing without replacing you in it.

Show Notes: 

• Sarah's Free Download
• Sarah's website: wellnesswriter.com
• Instagram: @sarahcook.wellnesswriter
• Michelle's Marketing Breakthrough Audit

💚 Today’s episode is sponsored by Faire Wholesale.

Last year, I interviewed some acupuncturists who told me they were making enough money from retail to pay their clinic rent, and I immediately thought, WOW, I want to try that.

So I started experimenting with retail in my own acupuncture practice using Faire, and last year we brought in just over $4,000 in retail sales. My goal is still to see if we can eventually pay our clinic rent with retail alone.

We’re not selling expensive products. We don’t have a sales pitch. People buy while they’re waiting for their appointment, or at checkout. Some of our bestsellers are $5 notebooks, magnetic bookmarks, stickers, earrings, and cute hair claws.

Faire makes it really easy to experiment because many brands have low first-order minimums, plus free returns for 60 days on your first order with each brand.

I’ve also written blog posts sharing the exact products that are selling in my clinic right now, so I’ll link those in the show notes along with my Faire link.

And if you’re new to Faire, use code AMS10 for 10% off your first order over $400. You absolutely don’t have to spend $400 to get started. Most people start under $100. But that code is there is you need it. 

Check out Faire Wholesale here.

Support the show

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

Today I’m talking with Larissa Banting, an accredited publicist who helps entrepreneurs use publicity to build credibility, authority, and visibility online.

One of the biggest concepts we talk about today is how PR is becoming increasingly important as people use AI for search.

Because AI doesn’t just decide that someone is an expert. It has to get that information from somewhere.

It’s looking for signals across the internet that tell it who you are, what you’re an expert in, and whether other credible sources recognize you as an authority. 

That means media exposure can do something really important beyond simply putting your practice in front of a new audience. 

It can create the third-party credibility signals that help AI understand that you are an expert in your niche, so it can rank you higher and recommend you more often.

In this episode, Larissa shares:

• What these AI credibility signals actually look like
• How PR, podcast interviews, media features, press releases, and YouTube can help establish your expertise online.
• A surprisingly accessible strategy involving press releases
• What actually counts as newsworthy for an acupuncture practice
• Where you can distribute a press release, what it costs, and how often Larissa recommends doing it.
• How to start getting publicity even if you don’t think you’re “expert enough” yet
• What journalists and podcast hosts are actually looking for 
• Why you don’t need to have written a book, decades of experience, or a huge practice before you start pitching yourself.

I hope you really take Larissa’s advice and run with it to make your practice easier to find as AI changes the way people search online.

Mentioned in This Episode/Show Notes:

• Larissa's Free AI Audit: Findable or Forgettable
• Website: www.larissabanting.com
• Instagram: @larissa_banting
• Michelle's Marketing Breakthrough Audit

💙 Today's episode is sponsored by Jane, an EMR for health and wellness professionals, and the software that I use at my practice.

Ready to get started? Use code ACUSCHOOL1MO for 1 free month with Jane. Book a free demo here.

Register here for Jane's What’s New This Summer Webinar (free).

💖 Love the podcast? Help other acupuncturists find the podcast by leaving a review.

Support the show

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

Welcome back! Today I'm joined again by Amy Abelar from Acupuncture Practice Systems for part two of her previous episode.

If you want to build stronger referral relationships with other healthcare providers this episode is for you.

Amy has spent 18 years growing a thriving multi-provider practice, and she shares practical strategies for creating referral partnerships that are genuine, mutually beneficial, and lead to long-term growth. And I think you’ll appreciate that she approaches these relationships from a place of service.

In this episode, we discuss:

• Why you must track where every new patient is coming from

• How to build referral relationships with OBGYNs, chiropractors, fertility clinics, and other healthcare providers

• The biggest mistake practitioners make when networking, and what to do instead

• Creative ways to get past the front desk and start meaningful conversations with busy medical offices

There are so many practical gems packed into this conversation with Amy. I hope it's helpful!

Mentioned in This Episode (Show Notes): 

• Acupuncture Practice Systems
• YouTube: @AcupuncturePracticeSystems
• Instagram: @AcupuncturePracticeSystems
• Acu-Hub.com: Virtual Reception and Virtual Assistant Services for Acupuncturists
• Marketing Breakthrough Audit with Michelle

💛 Today's Episode is Sponsored by AcuHub:

AcuHub provides remote reception and virtual assistant services specifically for acupuncture practices. I use AcuHub in my practice and I absolutely love it.

With AcuHub, you can rely on a dedicated US-based, highly trained receptionist to answer your incoming calls and inquiries, schedule appointments on your EHR software, onboard new patients, and answer questions specific to your practice.

Acu-Hub can also help with eligibility checks, billing, email and other assigned tasks that improve practice efficiency.

They offer month-to-month services with no contracts or termination fees, with rates between just $5-$8 per hour depending on your practice size.

Save time and money with your own dedicated Acuhub receptionist. Visit Acu-hub.com to learn more.

And of course, if you have questions about AcuHub, you’re always welcome to email me about my experience at [email protected].

💖 Love the podcast? Help other acupuncturists find the podcast by leaving a review.

Support the show

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

Today I'm joined by Dr. Amy Abelar, founder of Acupuncture Practice Systems and the owner of a thriving multidisciplinary clinic with 24 employees. 

Amy has built an incredible practice over the past 18 years, and in this conversation she shares the journey from starting as a massage therapist to growing a large acupuncture business with systems, team members, and strong leadership.

In this first part of our conversation, we talk about:

• What it really looked like to grow her practice, including while she was in acupuncture school (!)
• How creating systems became the key to scaling
• When she knew it was time to hire additional providers
• What marketing worked well for her in growing her practice
• An overlooked marketing strategy that can dramatically increase patient retention and referrals

If you've ever wondered how larger practices are built or how to help your current patients get more value from the care you already provide, I think you're going to get a lot out of this conversation.

This is part one of a two-part interview with Dr. Amy Abelar, so be sure to come back next week for the second half.

Mentioned in this Episode (Show Notes):

• Acupuncture Practice Systems
• YouTube: @AcupuncturePracticeSystems
• Instagram: @AcupuncturePracticeSystems
• Marketing Breakthrough Audit with Michelle

💙 Today's episode is sponsored by Jane, an EMR for health and wellness professionals, and the software that I use at my practice.

Ready to get started? Use code ACUSCHOOL1MO for 1 free month with Jane. Book a free demo here.

Register here for Jane's What’s New This Summer Webinar (free).

💖 Love the podcast? Help other acupuncturists find the podcast by leaving a review.

Support the show

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

My guest today is Bryan Fikes of Bonsai Marketing. Brian has been working in search marketing since the early days of the internet, and in this episode we explore how local businesses can stay visible as Google search and AI continue to evolve.

Today we talk about:

• Why your Google Business Profile may be the fastest place to get results for your efforts 
• How to balance short-term strategies like Google Ads with long-term investments in SEO.
• The role AI is playing in local search, and why answering your patients' questions has never been more important.
• Simple DIY marketing tasks you can do each week that can make a real difference, even if you don't have a huge budget.

If you've been wondering where to focus your marketing efforts right now, this conversation is packed with practical advice. Hope you enjoy this episode with Bryan!

Show Notes:

• Website: BonsaiMarketingCompany.com
• Get your free marketing audit with Bryan
• YouTube: @BonsaiMarketingCompany
• Instagram: @BonsaiMarketingCompany
• Marketing Breakthrough Audit with Michelle

💙 Today's 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.

  💖 Love the podcast? Help other acupuncturists find the podcast by leaving a review.

Support the show

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

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

 💖 Love the podcast? Help other acupuncturists find the podcast by leaving a review here.

Support the show

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