Acupuncture Marketing School

Most of us in health and wellness are equipped with talent and passion — but not enough belief in ourselves.

We often have the skills to run our practice, yet the action to do it all never comes. Vicky Shilling joins us in today's episode to dive into why self‑trust is the real missing piece in your marketing and practice growth. As The Trust Yourself Business Coach, Vicky has coached countless health and wellness practitioners who know the strategy, but still can’t take action because of self‑doubt and imposter syndrome.

If your inner voice is constantly asking “Who am I to show up?” or “No one will pay for this,” this episode is for you. You’ll learn why you don’t need another strategy, how to recognize when you’re stuck in a “learning loop,” and how to collect evidence that it’s safe to be visible in your community.

In this episode:

• Vicky's TRUST method for working with that inner voice with curiosity and compassion
• Small experiments help retrain your brain toward confidence
• You can’t out‑strategy self‑doubt—you must work with it

Find It Quickly:

00:35 - The Power of Self-Trust in Business

00:56 - Meet Vicky Shilling

01:26 - Understanding Self-Doubt and Imposter Syndrome

01:39 - Strategies to Overcome Self-Doubt

02:35 - Sponsor Message: Jane Practice Management Software

04:23 - Interview with Vicky Shilling Begins

04:38 - Vicky's Journey and Expertise

08:12 - The Importance of Mindset in Business

10:31 - Vicky's Trust Method Explained

15:04 - Overcoming Fear and Finding Evidence

17:47 - Real-Life Examples and Client Success Stories

19:46 - Facing Fears and Taking Action

22:23 - Overcoming the Fear of Criticism

23:28 - Handling Disappointment in Business

25:00 - Dealing with Online Trolls

28:24 -Embracing Your Unique Perspective

33:20 - The Never-Ending Journey of Self-Development

Connect with Vicky:

Website: vickyshilling.com

Book: vickyshilling.com/book

Self-Trust Lab Assistant: subscribepage.io/lab-assistant

Support the show

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

Does the thought of looking at your books give you a headache? Let’s change that. Finances can feel heavy, especially when you're running a heart-centered business and trying to balance passion with profit. In this episode, Kelly Marshall joins us to share how she helps conscious entrepreneurs get clarity and confidence with their finances.

Kelly brings a refreshing, holistic perspective to bookkeeping. With a background that blends corporate financial expertise and energy work, she meets her clients with empathy, strategy, and a belief that good people can change the world when they feel empowered about money.

In this Episode:

• How Sacred Money Archetypes reveal your financial habits and empower your decisions.
• The biggest mistakes small business owners make with bookkeeping (and how to fix them).
• Why compassionate, judgment-free support from your financial team is essential for success.

Find It Quickly:

00:36 - Meet Kelly Marshall: Financial Wellness Coach

01:12 - Understanding Conscious Entrepreneurship

01:46 - Jane: Your Practice Management Solution

03:26 - Kelly Marshall's Financial Services

12:01 - Exploring Money Mindset and Archetypes

22:12 - Introducing the New Team Member

22:29 - Balancing Risk and Growth

22:54 - Supporting Your Business Partner

23:21 - Sponsor Break: Jane App

23:56 - Understanding Archetypes for Success

24:52 - The Importance of Bookkeeping

25:52 - Three-Step Bookkeeping Methodology

28:01 - Building Client Relationships

30:52 - Common Bookkeeping Mistakes

39:30 - Personal Definitions of Success

40:46 - Where to Find More Information

Mentioned in this Episode:

Kendall SummerHawk: kendallsummerhawk.com

Denise Duffield-Thomas: denisedt.com

Connect with Kelly:

Website: terracarefinancial.com

Instagram: instagram.com/kelly.marshall.8

Facebook: facebook.com/groups/2026160704129573

Quiz: https://terracarefinancial.com/sma

💙 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.

What if your marketing didn’t require constant posting or starting from scratch every week, and could take up a lot less time for a lot more payoff? In this episode, I’m joined by Jana Osofsky (also known as Jana O), marketing strategist for wellness practitioners and creator of the Blog First marketing ecosystem.

We talk about writing content that meets people where they are, avoiding jargon that turns patients away, and using blogs as the foundation for everything from emails to social posts. Jana also explains how to use AI thoughtfully without losing your voice, why specificity matters more than niching down, and how to create marketing that feels spacious, aligned, and effective without burning out.

What You’ll Learn:

• How to turn one blog into a full month of marketing content.
• How to write in a way that attracts patients in a way that makes sense to them and you.
• How to use AI as a support tool–not your marketing strategist–to amplify your voice, leverage SEO and increase your credibility.

Timestamps: 

• 2:49 - Meet Jana Osofsky
• 6:31 - Jana’s business beginnings & entering her repurposing era
• 11:24 - SEO, marketing, and your blog
• 18:17 - How to write for your audience
• 20:01 - Acupuncturist example: moving through buyer awareness
• 25:47 - Do you really need to niche down?
• 32:07 - Why topic selection goes first before creating content
• 34:54 - How to use AI for your marketing content
• 42:22 - Jana’s definition of success

Mentioned in this episode:

• Eugene Schwartz's Book: breakthroughadvertisingbook.com

Connect with Jana:

• Website: janaomedia.com
• Free Blog Training: janaomedia.com/free-blog-training
• Michelle’s Retreat: michellegrasek.com/planning-retreat

💙 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 you’ve ever felt like you’re shouting into a void on Instagram (posting, hoping for engagement, and seeing nothing in return), this episode is for you.

I’m joined by Instagram marketing expert Molly Cahill. Molly works with acupuncturists and chiropractors, helping local, brick‑and‑mortar practices use Instagram authentically and strategically to bring patients through the door.

We dig into why marketing for a local service business is actually easier in many ways than marketing an online business. We also unpack what’s actually going on with Instagram engagement in 2025, and what you should be doing instead of just chasing likes.

What you'll learn:

• You don’t need thousands of followers to make Instagram work.
• True engagement is less about likes and more about reach + relational action.
• Real collaborations with local businesses, patient ambassadors, and micro‑influencers create visibility and trust in your immediate community.

Find it quickly:

• 00:34 - Instagram Marketing with Molly Cahill
• 01:05 - Understanding Instagram Engagement
• 04:07 - Engagement Strategies for Local Businesses
• 08:27 - Outbound Engagement Techniques
• 12:32 - Collaborating with Local Businesses
• 18:36 - Real-Life Success Stories
• 21:49 - Digital Marketing Insights
• 23:16 - Building Community Connections
• 25:08 - Leveraging Micro-Influencers
• 26:30 - Engaging with Local Influencers
• 28:41 - Patient Ambassadors and Facebook Groups

Mentioned in this episode:

• Holistic Marketing Hub: $200 off with discount code “AMS”: tck0d5a3nkz.krtra.com/t/SJo0V7c9yBoQ
• Molly’s Free Instagram Engagement Checklist: tck0d5a3nkz.krtra.com/t/cUp9tgFxj0Yf
• Molly’s previous episode on the podcast: 
• Molly’s previous episode on the podcast: michellegrasek.com/social-media-for-acupuncturists
• Follow Molly Cahill on Instagram: instagram.com/mollyacahill
• Molly Cahill Website: mollycahill.com
• Holistic Marketing Simplified Podcast: mollycahill.com/podcast

💙 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.

Have you ever felt like you’re doing everything right in your clinic, yet you still don’t have the practice you envisioned?

What if the missing ingredient isn’t more marketing, but a clearer bridge between where you are and where you want to be? In this episode, I’m joined by Dr. Michelle Wendling, chiropractor and business coach for wellness practitioners. 

Michelle shares her refreshing approach to building a practice that actually fits you and not someone else’s version of success. We dive into how to stay curious instead of fearful, how to communicate your value so patients understand their progress, and how to support them through stressful seasons. Michelle also breaks down simple systems that help acupuncturists create practices that feel lighter, more aligned, and genuinely sustainable.

What you'll learn:

• How to reframe success so your practice matches your personality and values
• Simple ways to communicate patient progress that strengthen trust and retention
• How acupuncturists and other wellness professionals can guide patients through stressful seasons with care

Find it quickly:

• 3:41 - Meet Dr. Michelle Wendling
• 7:34 - Finding your business recipe
• 10:25 - Stay in the curious and reframe your stories
• 21:08 - When you want to make more money
• 25:14 - The four step patient conversation for growth mindset
• 34:06 -Booking clients for the holiday season
• 42:41 - Michelle’s definition of success

Mentioned in this episode:

• Email: [email protected]
• Website: bethebestchiropractor.com
• Facebook: https://www.facebook.com/michelle.wendling.96

💙 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.

Ever feel like SEO is a foreign language? You're not alone and you're not stuck. In this episode, Maria-Katerina Yohanneson joins us to highlight the power of link building that makes search engine visibility feel human and doable, especially for acupuncturists.

We talk about what link building actually is, how it boosts your Google ranking, and how you can approach it in a way that feels aligned with your values and voice. Plus, we dig deep into authentic branding, visibility for introverts, and how to let your quirks and passions make your marketing better, not harder.

What you'll learn:

• Link building is all about relationships, not techy jargon.
• You don’t need to change who you are to stand out online.
• Introverts can shine in marketing by creating structure, boundaries, and asking for help.

Find it quickly:

• 00:33 - Meet Maria-Katerina
• 01:08 - Understanding Link Building and SEO
• 03:53 - The Power of Authentic Branding
• 07:24 - Building Connections Through Personal Touch
• 10:47 - Overcoming Marketing Challenges
• 19:15 - Humanizing Your Marketing Approach
• 23:44 - Starting with Kindness and Incremental Steps
• 24:09 - Asking for Help and Delegating Tasks
• 25:35 - Overcoming Overwhelm with Social Media
• 28:33 - Effective Link Building Strategies
• 31:47 - Building Authentic Relationships for Backlinks
• 33:44 - Local Link Building Tactics
• 38:29 - Defining Success

Mentioned in this episode:

• Get Found on Google Bundle

This episode is sponsored by the Get Found on Google Bundle: two live, step-by-step workshops designed for acupuncturists and wellness pros who want to show up higher in local searches and attract the right patients consistently. Join us on November 12 and 19th, plus snag the replays! Learn more >>

Support the show

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

Building a strong patient relationship begins long before they arrive at your acupuncture practice.

In this episode, I’m joined by Dr. Josh Satterlee, chiropractor and founder of TrustDrivenCare. Josh shares the deeply personal story that inspired him to launch TrustDrivenCare, plus his mission to make sure that every patient feels comfortable and heard. We dive into how to create deep trust with your patients even before their first appointment. 

What you'll learn:

• The importance of marketing in establishing trust with your patients
• Small, thoughtful systems that make a huge impact on patient experience
• How acupuncturists and other wellness professionals can use communication to build more loyal patients 

Find it quickly:

• 2:53 - Meet Josh Satterlee 
• 3:46 - The story behind TrustDrivenCare
• 11:25 - How marketing creates trust with your patients 
• 15:15 -  Taking steps to establish connection 
• 19:28 - Effective communication strategies
• 24:11 - Communicating across channels with TrustDrivenCare
• 32:04 - Integrating with Jane and other EMRs 
• 35:20 - Improving reactivation numbers
• 41:05 - Josh’s definition of success 

Mentioned in this episode:

• Follow Josh Satterlee on Instagram: instagram.com/drsatterlee
• Josh Satterlee Website: trustdrivencare.com

This episode is brought to you 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.

Join in on the free webinar “Understanding AI in Health and Wellness” to learn how AI can benefit your practice. Register Now >>

Support the show

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

Mastering the Instagram algorithm is nearly impossible, but the platform is still useful for marketing your acupuncture practice. In this episode, I’m joined by Instagram expert Molly Cahill, who specializes in helping acupuncturists and chiropractors use Instagram in a way that feels natural, strategic, and actually brings in patients.

We’re diving into realistic Instagram strategies and what works best on the platform today. 

What you'll learn:

• Realistic strategies to help grow your local audience without burning out 
• Why unpolished, natural posts are performing better than curated graphics
• How to capitalize on Instagram as a search engine

Find it quickly:

• 3:24 - Meet Molly Cahill
• 9:45 - Returning To Instagram’s Casual Roots
• 14:35 - Creating Video Content Might Be Easier Than You Think
• 20:52 - How Instagram Functions As A Search Engine
• 25:50 - Using Hashtags On Instagram Today 

Mentioned in this episode:

• Holistic Marketing Hub: $200 off with discount code “AMS”: tck0d5a3nkz.krtra.com/t/SJo0V7c9yBoQ
• Molly’s Free Instagram Engagement Checklist: tck0d5a3nkz.krtra.com/t/cUp9tgFxj0Yf
• Molly’s previous episode on the podcast: michellegrasek.com/social-media-for-acupuncturists
• Follow Molly Cahill on Instagram: instagram.com/mollyacahill
• Molly Cahill Website: mollycahill.com
• Holistic Marketing Simplified Podcast: mollycahill.com/podcast

This episode is brought to you 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.

What if documenting every patient visit could take 80% less time, but still stay accurate, professional, and truly helpful? That’s what we’re unpacking in this episode.

I sit down with my friend Jenn Collins (acupuncturist & founder of AcuHub) to talk all about Jane’s new AI Scribe, the built‑in tool that’s changing how acupuncturists are doing chart notes. 

We walk through a mock patient visit in real time, share what the AI scribe picks up (and what it doesn’t), and compare what you think will happen versus the reality.

What you'll learn:

• How Jane’s AI Scribe works: what it captures, what it filters out, and how customizable it is.
• The compliance piece: HIPAA, confidentiality, plus how patient consent is handled.
• Real‑life impact: how much time you can save, how to integrate it into your workflow, and what to expect in practice.

Find it quickly:

• 00:35 - Exploring AI Scribe Technology
• 01:33 - Benefits of Using Jane App
• 03:48 - AcuHub and Its Services
• 05:26 - Jane App's Unique Features
• 15:54 - Adopting AI Scribe in Practice
• 18:58 - Mockup and Demonstration of AI Scribe
• 20:39 - Introduction to AI Templates
• 20:46 - Customizing Your AI Template
• 21:54 - Using AI for Patient Notes
• 23:27 - Live Demonstration: Patient Interaction
• 26:47 - Reviewing AI Generated Notes
• 33:21 - Patient Comfort and Consent
• 35:49 - Future of AI in Healthcare

Mentioned in this episode:

• Sign up for Jane – Use code ACUHUB1MO or ACUSCHOOL1MO for 1 Free Month 
• Learn more about Jane’s AI Scribe
• For Jane users: Jenn’s chart template that she references in this episode is called “Acuhub AI Scribe SOAP Note.” It’s in the Jane template library in the acupuncture section.

Connect with Jenn:

• acu-hub.com
• Email: [email protected]

This episode is brought to you 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.

A deep dive into the art of patient retention for acupuncturists with my business mentor, Ildi Arlette. 

If you’re spending most of your energy chasing new patients, you might be missing the easiest way to grow your practice. 

In this episode, I sit down with Ildi Arlette, founder of Results Continuum, who has spent over 24 years helping clinics across North America master the art of patient retention. We explore why 80% of your business focus should be on keeping current patients, the referral strategies that actually work today, and how to re-engage patients who’ve been absent for months or even years.

What you'll learn:

• Why your top 1–3 services drive 80–95% of your revenue—and how to double down on them.
• Referral programs that work in today’s economy (hint: $50+ incentives beat the old $25 norm).
• Exactly how to run a warm, non-awkward “We Want You Back” email to re-activate lapsed patients.

Find it quickly:

• 00:34 - Deep Dive into Strategies for Patient Retention for Acupuncturists
• 02:52 - Meet Ildi
• 04:47 - The Importance of Retaining Existing Acupuncture Patients
• 11:12 - Effective Referral Programs
• 17:47 - Creating a Welcoming Clinic Environment
• 23:22 - Reactivating Previous Acupunctur ePatients
• 24:53 - Redefining Patient Retention
• 25:49 - Understanding Patient Feedback
• 27:27 - Learning from Patient Experiences
• 29:54 - Addressing Social Reasons for Patient Absence
• 32:05 - Effective Communication Strategies
• 34:55 - Personalized Marketing Approaches

Mentioned in this episode:

• Jane - Use code ACUSCHOOL1MO for 1 Free Month 
• Snack Size Marketing Club
• Ildi's previous episode on the show: 103

Connect with Ildi:

• resultscontinuum.com
• instagram.com/ildi_arlette
• Text Ildi: 403-312-7510

This episode is brought to you 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.