Acupuncture Marketing School

🎉 Welcome to Episode #100! 

Today I'm speaking with Dr. Nell Smircina, who wears many hats—acupuncturist, entrepreneur, advocate, and investor. In this conversation, she shares how her journey through private practice, getting an MBA, and national leadership roles shaped the way she approaches success in integrative healthcare. 

Whether you're just starting out or thinking about the long-term vision for your practice, this episode will encourage you to think bigger and more strategically about what’s possible. 

In this episode, we talk about: 

• Nell’s evolution from private practice to business school and beyond
• How she’s approaching Entrepreneurship through Acquisition (ETA) in integrative health
• The importance of advocacy and representation in the acupuncture profession
• Redefining success as an acupuncturist and business owner
• Advice for practitioners who want to think more strategically about growth
• Why personal development is key to sustainable entrepreneurship

SHOW NOTES:

• DrNell.com
• Email Nell at [email protected]
• Nell's LinkedIn profile 
• Save $200 on Acupuncture Marketing School Live on Zoom (starts April 18)
• Save $200 Acupuncture Marketing School Self-Paced

🩵 Today's episode is sponsored by Acupuncture Marketing School – the step-by-step training to help you get more patients, build a thriving practice, and finally feel confident about marketing. 

And, Acupuncture Marketing School is trusted by over 550 alumni and backed by more than 50 five-star reviews.

Acupuncture Marketing School is currently $200 off through Thursday, April 17th. There are two options depending on your learning style: 

• I’ll be teaching live version over six-weeks on Zoom, with real-time instruction, feedback, and a small group of classmates for accountability. That starts Friday, April 18th.
• If you prefer to go at your own pace, the self-paced version includes the same material in pre-recorded video format, and that’s also on sale.

Both versions include the same content and guide you step-by-step how to create strong, effective marketing for your practice. 

I would absolutely love for you to join me. The live version on Zoom is going to be fantastic and I can’t wait to help you with your marketing. Please always feel free to email me any questions at [email protected]. I’m happy to chat with you. 

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 Nicole Lanni—functional nutritionist, hypnotherapist, and founder of Feeling Groovy Consulting. 

Nicole brings over 30 years of marketing expertise and 17 years in the wellness industry, helping wellness practitioners like acupuncturists grow their in ways that feel good instead of stressful.

In this episode, Nicole shares how a health crisis—spending four months in a coma from toxic mold exposure—led her to a completely new path. 

We also dive into how to market your acupuncture practice without feeling pushy, how to use testimonials in a way you might not have thought of before, and one powerful question that can help you uncover your niche.

Hope you enjoy this episode with Nicole!

🩵 This episode is sponsored by Jane, and I’m excited to invite you to a free live behind the scenes webinar I’m hosting next week with the Jane team! 🩵

Whether you’re thinking about switching to Jane or just curious how it works, this is a great opportunity to see the platform in action.

Join me and a Jane representative on Wednesday, March 26th, at 12:00 pm Eastern Time for an inside look at Jane’s features, functionality, and what it’s like to use it as your practice management software.

You’ll also get to ask all of your specific questions to make sure Jane is the right fit for your practice. Jane knows that switching EHRs is a big decision, and they’re here to help you feel confident every step of the way.

If you can’t make it live, that’s no problem—a replay will be sent to everyone who registers.

Register here for free.

SHOW NOTES: 

• Nicole's Website: feelinggroovyconsulting.com
• Free Wellness Business Audit: feelinggroovyconsulting.com/audit
• Nicole on Instagram: @nicolemlanni
• Nicole on Facebook
• Free Jane Community Q&A Webinar on March 26th

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 Courtney Hurley and Kelly Evans, the powerhouse sisters behind Screws and Stilettos, a marketing consulting firm that helps businesses like acupuncturists refine what’s working, cut out what’s not, and streamline their marketing for better results. 

And beyond strategy, they’re also experts in flow states—teaching their clients how to tap into peak focus to work more efficiently, avoid burnout, and make time for what matters.

In other words, if you want to get your marketing done faster? It’s all about entering a flow state and making it a weekly habit.

In this episode, we dive into:

 • Why simplifying your digital marketing to one platform can be a game-changer
 • What’s working best in email marketing right now—image-heavy vs. text-based emails
 • Why you’re leaving money on the table if you’re not doing email marketing
 • The science of flow states and how they impact productivity
 • How to get into a flow state to get more done in less time
 • Why productivity can increase by up to 500% in a flow state

Hope you enjoy this conversation with Kelly and Courtney!

SHOW NOTES:

• Screws and Stilettos Website
• Screws and Stilettos Free Strategy Session
• Free NCCAOM PDA class on April 11th

Today's episode is sponsored by a free PDA class I’m teaching on Friday, April 11th at 11am Eastern Time with Clara Cohen of AcuPro Academy. 

This live training will be packed with simple, effective website and social media strategies to help you attract more patients.

Plus, we’re doing something extra special—a live website and social media review for a few lucky attendees!

Clara has a combined 700,000 social media followers and has been creating content online for over a decade, so she brings incredible insights to the table.

This class is worth 1 NCCAOM PDA credit and it’s completely free. Click here to register.

Support the show

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

Welcome! Today, I’m joined by Brett Chikowski and Conner O’Rourke, cofounders of Middle Way Marketing, a digital marketing agency specializing in healthcare practices. They help businesses with Google Ads, social media advertising, website design, and much more. 

I asked Brett and Conner to share their insights on running effective Google Ads and we also ended up having a really helpful discussion on website design—what works, what doesn’t, and what you need in place before running ads. 

In this episode, we cover: 

• The must-haves before running Google Ads to ensure success
• Website dos and don’ts, whether or not you plan to advertise
• A surprising place they recommend putting contact forms on your site
• How to choose the right keywords for Google Ads
• Average monthly ad budgets and cost per click in our industry
• Why customer lifetime value matters when calculating ROI
• How long it typically takes to optimize Google ads
• And more

I hope you enjoy this conversation with Conner and Brett!

SHOW NOTES:

• Middle Way Marketing homepage
• Middle Way Marketing Free Consult 
• Middle Way Marketing Instagram @middlewaymarketing
• Marketing Breakthrough Session with Michelle - $49

Today’s episode is brought to you by Jane — a clinic management software and EMR.

We all know that choosing the right EMR can feel a bit overwhelming, especially when you’re just starting out. You’re trying to juggle both your practice needs and your budget, and that’s not always the easiest combination.

That’s why Jane came up with the new Balance Plan. It includes the essential features you need to keep things running smoothly in your clinic, without the extra stuff you don’t. 1:1 telehealth, unlimited support, email reminders, and more are included, no matter which plan you choose.

So, if you’re looking for an EMR that helps you focus on your patients, not your costs, Jane is here for you — just like a part-time assistant.

Plans start as low as $39 a month in the US. Visit jane.app/pricing to learn more — and if you’re ready to get started, use my code ACUSCHOOL1MO at sign-up for a 1-month grace period on your new account.

Support the show

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

Welcome! I’m thrilled to have Clara Cohen with us, a seasoned acupuncturist, educator, and the founder of AcuPro Academy, where she creates East Asian Medicine and acupuncture content for practitioners worldwide. 

With over 10 years of experience teaching online, and a combined 700,000 social media followers, Clara’s passion for empowering acupuncturists shines through in her courses, books, and free resources.

In this episode, we talk about: 

• Why success requires business skills, not just clinical expertise
• Why standard office procedures (SOPSs) are key to success
• How to make marketing and social media work for you
• Three tips for getting started with video
• Pricing on your website
• How to stand out online as an acupuncturist
• And more

I hope you enjoy this episode with Clara!

SHOW NOTES:

• Clara's website: acuproacademy.com
• Facebook: @acuproacademy
• YouTube: @acuproacademy
• Instagram: @acuproacademy
• Pinterest: @acuproacademy
• TikTok: @acuproacademy
• Bluesky: @acuproacademy
• X (Twitter): @acuproacademy
• Marketing Breakthrough Session with Michelle - $49

This episode is sponsored by my new online class, Grow Your Acupuncture Practice with AcuYoga, which is on sale for 20% off this week!

This strategy is one of the few marketing methods that pays you to promote your practice while getting in front of warm leads. You’ll learn how to:

✔️ Increase your visibility in your community
✔️ Build trust naturally with people who are already interested in health and wellness
✔️ Seamlessly transition attendees into paying patients and
✔️ Form valuable partnerships with local yoga studios

This is a warm, community-centered marketing strategy that benefits everyone involved. Yoga studios love it because it offers a unique class experience for their students—so they’re likely to say YES to collaborating with you!

The course includes a complete step-by-step strategy and marketing templates to bring in new patients from AcuYoga classes.

And right now, it’s just $39 until Feb. 25th. The discount code is already applied on the checkout page. 

Click here to learn more and sign up today!

Support the show

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

In today’s episode, I’m speaking with Shayna Woods, the CEO of the bookkeeping and accounting firm, Prosperity First. 

Shayna is unique in the accounting industry because she brings a holistic view to financial strategy and business growth. She blends traditional accounting practices with mindset coaching and emphasizes joy and ease to help entrepreneurs thrive. 

In this episode, we talk about: 

• How mindsets can impact our progress in the real world
• How to balance a respect for the numbers with an awareness of your personal needs and goals
• Why prioritizing yourself first as a business owner leads to greater success 
• How accountants often let the scarcity inherent in their training color their advice to their clients
• The concept that money loves joy
• And more

SHOW NOTES: 

• Shaneh's website: ProsperityFirst.com
• Shaneh's Substack @shanehsworld
• Follow Shaneh on Instagram @shanehsworld
• Marketing Breakthrough Session with Michelle - $49

🩵 Today’s episode is sponsored by Jane. 🩵

Before we jump into today’s episode, let me take a moment to introduce Jane — the clinic management software and EMR that I use in my practice.

Change is a normal part of clinic life — maybe you’re expanding your team, introducing new offerings, or growing your patient list. As your clinic evolves, it’s important to have an EMR that not only supports those changes but also grows with you.

Jane’s new Balance, Practice, and Thrive pricing plans offer flexibility, allowing you to easily switch from one plan to another depending on your current and future needs.

There’s no long-term commitment, either — just simple month-to-month payments that let you focus on running your clinic. And with every plan, you get features like 1:1 telehealth, email appointment reminders, and unlimited support.

Visit jane.app/pricing to find a plan that fits your needs, starting at $39 a month in the US. And when you’re ready to get started, use my code ACUSCHOOL1MO at sign-up for a 1-month grace period on your new account.

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 talking with Dr. Krystal Couture, licensed acupuncturist and doctor of physical therapy. 

Krystal is known as The Pelvic Acu and she teaches pelvic health acupuncture through her online classes, as well as in person for her advanced certificate program.

Her goal is to spread awareness of how powerful acupuncture can be for pelvic health, so that more of us can help this underserved population of patients.

In this episode, we talk about:

• Why acupuncturists are the perfect practitioners to help with pelvic floor concerns
• What marketing helped Krystal grow her own practice, especially after relocating her office
• Being willing to try different marketing strategies to see what’s a good fit
• Adjusting your marketing message until it really hits home with your target audience
• Building community as a marketing strategy
• And much more

Hope you enjoy this episode with Krystal!

SHOW NOTES:

• The Pelvic Acu: Online Classes and In-Person Seminars
• Instagram @thepelvicacu
• Krystal's Free PDA Class: Introduction to Pelvic Acupuncture (1 NCCAOM PDA)
• Marketing Breakthrough Session with Michelle
• Register for Brad Whisnant's Portland Seminar in March

🧠 Today's episode is sponsored by Brad Whisnant Seminars. 

If you’re serious about learning Master Tung acupuncture, don’t miss A to Z ~ Point Alpha to Point Omega, a three-day live seminar with Dr. Brad Whisnant in Portland, Oregon, March 13th-15th. 

This is his only live training of 2025, designed to help you gain full competence and mastery of the most effective and reliable Tung points for clinical success. 

Dr. Whisnant treats 100+ patients a week, has authored eight books, and has taught over 100 seminars worldwide. 

Seats are limited! Click here to register now.

Support the show

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

In this episode, I sit down with Gen Drummond, CEO and founder of Hummingbird Clinical Consulting.

Gen brings over a decade of experience helping medical clinics improve accessibility of care, enhance patient outcomes, boost retention (for both patients and staff), and combat clinician burnout.

Before becoming a consultant, Gen worked as a registered nutritionist and served as the clinical director of the practice she co-ran with her father, a medical doctor. 

Today, she’s known for her deep-dive approach to helping clinics align their business strategies with their core values, so they can grow sustainably, stay purpose-driven, and ultimately help more patients.

In this conversation, we cover:

• Strategies to prevent no-shows and improve patient retention
• Building trust with patients before they step into your office
• Conducting a practice audit to make better decisions for 2025
• Why authenticity and sharing your story are still crucial in marketing
• How to start building a legacy for your practice today
• And so much more!

SHOW NOTES:

• Hummingbird Clinical Consulting website
• Free webinars hosted by Gen on the Hummingbird Clinical Consulting website
• Follow Gen on Instagram @hummingbirdclinicalconsultants
• Visit our sponsor, AcuHub, to learn more about virtual receptionist services specifically for acupuncturists

Today's episode is sponsored by AcuHub.

AcuHub provides remote receptionists specifically for acupuncture practices. I use AcuHub in my practice and I absolutely love it. 💙

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

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

Save time and money with your own dedicated Acuhub receptionist. If you have questions, you're more than welcome to email me about my experience with AcuHub at [email protected].

Visit Acu-hub.com to learn more.

Support the show

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

This week is all about what marketing didn’t work as well as I hoped to grow my acupuncture practice in 2024.

I also share what marketing I plan to carry forward into 2025, based on this review of what worked, what didn’t, what took too much energy, etc.

If you missed last week’s episode, #91: What Marketing Worked to Grow My Acupuncture Practice in 2024, click here to listen.

In this episode, I talk about:

• How landing a segment on local television wasn’t the silver bullet I hoped for
• What I could have done differently to make that local TV segment more successful
• Why a recent postcard marketing campaign was a bust
• What it takes, generally, for postcard marketing to succeed
• Which marketing strategy worked well last year but left me feeling burnt out—and is now on pause for 2025
• Why repetition and consistency are always necessary for successful marketing
• My marketing plan for 2025

Show Notes:

• Watch my segment on local television

💜 Today’s episode is sponsored by The Pelvic Acu, Dr. Krystal Couture.

Dr. Couture specializes in teaching acupuncturists how to effectively treat pelvic pain and dysfunction through both online and in-person classes.

Did you know that 32% of women and 16% of men experience pelvic pain or dysfunction? Unfortunately, many are only offered pharmaceutical solutions that mask symptoms without addressing the root cause.

As an acupuncturist, your expertise lies in identifying the source of dysfunction and crafting a treatment plan that brings true, holistic healing—not just symptom relief.

Dr. Couture offers a range of pelvic care classes, from introductory sessions to advanced training, including a comprehensive pelvic care certificate program. You’ll learn pelvic anatomy, pathology, needling techniques, draping, and so much more.

In 2025, she’s hosting five in-person training weekends. And if travel isn’t an option, there are over a dozen online classes available, so you can start offering pelvic care acupuncture in your practice right away.

Her courses are NCCAOM, Florida, and California approved, and she even offers a free 1-PDA credit class—an introduction to pelvic care for acupuncturists.

Click here to view her courses and start transforming how you treat pelvic health today!

Support the show

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

This week on the Acupuncture Marketing School Podcast, I’m sharing the details about what worked well in marketing my practice in 2024—and what I learned along the way.

As a disclaimer, remember that I LOVE marketing, so I do a LOT of it. You do not have to do all these things. But I hope at least one idea that I explored this year inspires your marketing for 2025!

Here’s a look at what I cover in today's episode:

• How AcuYoga classes brought in new patients while getting paid to market my practice
• Lessons learned from hosting two open houses—and what made the second one much more successful
• Why email newsletters are still one of the most effective ways to connect with patients (and get them back on the schedule)
• The power of in-person networking and how I’ve made it work as an introvert.

I also share how I focused my marketing efforts to fill another practitioner’s schedule at my clinic—and the small tweaks that made a big difference.

💙 This episode is sponsored by clinic management software and EMR, Jane.

As an acupuncturist, your main priority is caring for your patients, not worrying about rising EMR costs. That’s why Jane has come up with the new Balance Plan, which includes the essential features you need to run your clinic, without any of the extra stuff you don’t.

With the Balance Plan, you’ll get really helpful features like 1:1 telehealth, email appointment reminders, and unlimited customer support. It’s a great fit for new or growing practitioners who are booking up to 20 appointments a month. And the best part is that Jane pays for itself with the cost of just one appointment.

Click here to check out their plans starting at $39 a month in the US. And if you’re ready to get started, don’t forget to use the code ACUSCHOOL1MO at sign-up for a 1-month grace period on your new account.

Support the show

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