In this thought-provoking episode of the Rocket Chiro Podcast, Jerry Kennedy welcomes returning guest Shaq Smith for an unstructured but incredibly relevant conversation about a cultural shift in healthcare trust—especially among Gen Z—and what that means for chiropractors moving forward.

Together, they unpack a global study by Edelman shared via Axios that reveals rising distrust in the medical establishment, and how younger generations are increasingly turning to social media, family, and AI instead of doctors for healthcare advice.

This episode is not about fear or doom. It’s about opportunity. Jerry and Shaq discuss how chiropractors can thrive in this new environment—by becoming approachable, authentic, and collaborative. If you want to know how to build real trust in a skeptical world, this episode is for you.

Topics Covered Breakdown of the Edelman Study

• 16,000 adults surveyed across 16 countries
• Trust in traditional medical advice is plummeting
• Gen Z (ages 18–34) showed the sharpest decline in trust
• People now turn to friends, family, social media, and AI tools like ChatGPT for guidance

Why This Matters for Chiropractors

• Many chiropractors misinterpret this shift as negative
• Jerry argues it’s actually a massive opportunity
• People are more open than ever to alternative care
• But they’re also more skeptical and cautious

Key Insights for Chiropractors

1. Approachability Over Authority
   • Don’t try to act like a hospital or medical institution
   • Be authentic, human, and real
   • Patients are drawn to approachable, relatable personalities—especially online
2. Be a Trusted Peer, Not Just a Provider
   • The age of “the man in the white coat” is fading
   • Trust is built through transparency, consistency, and care
   • Shaq shares real-world examples from social media and ad performance
3. Collaborative Decision-Making is Crucial
   • Chiropractic is a participation sport
   • Patients don’t want to be told what to do—they want to be heard
   • Jerry shares the idea of “unburdening yourself” from outcomes, while still leading responsibly
4. Office Design, Language, and Branding
   • Your tone, attire, and environment matter more than ever
   • Don’t fake it. Be yourself—but be your best self
   • Your online persona should match the in-office experience
5. Retention Through Relationship
   • True retention isn’t just about visit numbers
   • It’s about maintaining a long-term doctor-patient relationship
   • “If they’re going to see a chiropractor five times in the next 20 years—make sure it’s you.”

Practical Takeaways

• Be visible and real online—smile in your photos, show personality in your videos
• Ditch manipulative sales tactics—people will bolt if they sense even a whiff of deception
• Use AI tools to enhance patient understanding, not replace your role
• Build trust over time—especially with younger patients who are used to doing their own research
• Engage in local Facebook groups or community platforms to stay involved without relying solely on ads

About the Guest

Shaq Smith is a marketing and social media strategist who specializes in helping chiropractors create content and ads that convert. Known for his sharp insights and practical advice, Shaq brings a younger generational perspective to the conversation—especially relevant for understanding Gen Z patient behavior.

Final Thoughts

This episode challenges chiropractors to stop chasing mainstream status and start leaning into what makes them different. Trust isn’t dead—it’s just shifting. And chiropractors who embrace approachability, authenticity, and patient participation will thrive in this new era.

 

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free New Patient Search Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

In this insightful episode, Jerry Kennedy dives deep into the important topic of chiropractic website ownership versus renting. Learn about the pros, cons, and misconceptions surrounding website management to make the best decision for your chiropractic practice.

Key Points Discussed: 1. The Catalyst for This Discussion

• Jerry shares his experience with seeing a social media ad discouraging chiropractors from renting websites, advocating instead for ownership.

   

• Highlights the misleading aspects of this marketing approach.

2. The True Purpose of Your Chiropractic Website

• Your website should clearly represent your practice and communicate your value to potential patients.

• It should create an immediate feeling of reassurance and relief for your ideal patients, helping them know they've found the right chiropractor.

3. Common Misconceptions About Renting vs. Owning

• Owning a website does not eliminate ongoing costs (hosting, domain renewal, plugins, maintenance).

• Renting doesn't inherently mean you're throwing away money; it could offer consistent value and peace of mind.

Website Management Options Explored: Option 1: DIY (Do It Yourself)

• Pros: Cheapest initial cost; complete control.

• Cons: Time-consuming, requires technical and design skills, full responsibility for problems.

Option 2: DIY with Professional Help (Hybrid Model)

• Pros: Professional initial setup, saves significant time, good initial functionality and appearance.

• Cons: High upfront costs, ongoing technical maintenance responsibilities, potential hidden SEO and functional flaws.

Option 3: Full Website Service

• Pros: Professional management, design, and SEO optimization; ongoing support and updates; leveraging expert experience.

• Cons: Higher ongoing monthly cost; less direct control for those who prefer hands-on management.

Key Recommendations: Financial Considerations

• Avoid making website decisions based purely on cost savings. Prioritize overall return on investment and functionality.

Practical Tips for Control

• Maintain control of your domain (URL).

• Maintain control of your business email setup independently (e.g., Google Workspace).

Warning Signs

• Be cautious of marketing scare tactics.

• Ensure the website solution you choose genuinely enhances your online presence and patient conversion.

How Jerry and Rocket Chiro Can Help:

• Request a FREE New Patient Search Review: Jerry offers a detailed, personalized video review of your website and SEO effectiveness, clearly explaining your online visibility and patient appeal.

• Additional services available include website design, ongoing management, and comprehensive SEO services tailored specifically for chiropractors.

Closing Thoughts:

• Choose your website option based on your practice's specific needs, capabilities, and growth goals.

• Ensure your website consistently represents your chiropractic practice positively and effectively to your target audience.

Want Help Growing Your Practice?

Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free New Patient Search Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

In this episode of the Rocket Chiropractic Podcast, Jerry Kennedy breaks down a surprisingly common issue in the chiropractic profession that he calls “Chiropractic Associate PTSD.” This mindset problem tends to surface in chiropractors who have come out of toxic or dysfunctional associate positions and are now trying to build practices of their own.

Jerry has seen it time and time again—new practice owners unintentionally sabotage their growth because they’re overcorrecting for past negative experiences as chiropractic associates. Rather than learning from those experiences and taking the good with the bad, they throw out anything that reminds them of their former job—even when those strategies are actually helpful for patient care and business success.

Key Topics Covered:

• What is Chiropractic Associate PTSD and how to recognize it

• Why bad chiropractic associate jobs often lead to destructive overreactions

• The dangers of abandoning care recommendations, structure, and business systems

• Why communication and leadership are essential, not optional

• The difference between unethical sales tactics and ethical, effective systems

• How to reframe your mindset so your bad associate job doesn’t ruin your own practice

• The long-term impact of poor retention, undercharging, and disorganization

• Practical tips for moving forward with confidence and clarity

Takeaways:

• Just because something was done wrong in your chiropractic associate job doesn’t mean it’s wrong to do

• Structure, communication, and planning are foundational to a successful chiropractic practice

• Being a great adjuster isn’t enough—you also have to lead, manage people, and run a business

• Don’t fall into the trap of assuming successful chiropractors are all unethical. Many are thriving because they’ve built strong, ethical systems

• Start small, commit to improvement, and keep moving the goalpost as you grow

Jerry’s Advice: Change your mindset. A bad chiropractic associate experience doesn’t have to define your future. Be intentional, build systems, communicate clearly, and strive for excellence—not perfection. Success in chiropractic is possible without selling out your values.

Support the Show: If you’ve been listening and getting value from the Rocket Chiropractic Podcast, take a moment to leave a review on Apple Podcasts or share the show with a chiropractor who could benefit. It helps the podcast reach more chiropractors who need guidance and support.

Want Help Growing Your Practice? Jerry offers business coaching, website design, SEO, and Google Ads services specifically for chiropractors. If you're ready for less stress and more momentum, visit RocketChiro.com.

Free New Patient Search Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

 

In this episode of the Rocket Chiro podcast, Jerry Kennedy dives into the crucial topic of how new patients initially contact chiropractors. Understanding this process can drastically influence your patient acquisition and retention. Jerry discusses the pros and cons of various contact methods, how these methods affect patient conversion rates, and what chiropractors should know to stay compliant with regulations.

Key Points:

• Initial Patient Contact:
• Referrals and reputation establish trust before first contact.
• Cold contacts require quick and convenient responses to avoid losing potential patients.

Pros and Cons of Contact Methods:

1. Phone:

• Pros: Highly personal, immediate human connection.
• Cons: Many people, especially younger demographics, avoid phone calls.

2. Email:

• Pros: Very easy, low anxiety for introverts.
• Cons: Low open rates, delayed responses, and potential ghosting due to reluctance to speak on the phone.

3. Texting:

• Pros: High open rates (~90%), quick responses, balances convenience and speed.
• Cons: HIPAA compliance risks, requires secure software or explicit patient consent.

4. Online Scheduling:

• Pros: High commitment level from patients, convenience.
• Cons: Potential additional costs, loss of schedule control for chiropractors.

5. Social Media (Direct Messaging):

• Pros: Direct, convenient for socially active chiropractors, good for conversions.
• Cons: Significant HIPAA compliance concerns, difficult message management, risk of missing messages if not consistently active.

Best Practices Recommendations:

• Phone: Maintain as an option with clear and concise voicemail messaging.
• Email: Discourage as primary contact for new patients due to inefficiency.
• Texting: Highly recommended if compliant; utilize secure software or explicit consent forms.
• Online Scheduling: Recommended if loss of schedule autonomy isn’t problematic; ensure simplicity and ease-of-use.
• Social Media: Effective for socially active chiropractors but manage privacy carefully; consider explicit patient acknowledgment of non-privacy.

Final Thoughts:

Jerry emphasizes the importance of quick and convenient communication methods that align with patient preferences while being mindful of compliance and privacy regulations. Chiropractors should continually evaluate their patient contact methods and ensure they offer accessible, reliable, and regulation-compliant options.

Resources

Free New Patient Search Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

 

In this special 500th episode of the Rocket Chiro Podcast, Jerry Kennedy takes a break from the usual business and marketing strategies to talk about something deeper—gratitude.

Jerry reflects on his journey from burned-out chiropractor to helping hundreds of chiropractors grow their practices through Rocket Chiro. He shares personal stories of struggle, burnout, unexpected career pivots, and why gratitude is essential—especially when chiropractic feels more like a nightmare than a dream.

This episode is a candid, heartfelt reminder that while running a practice is tough, there are blessings everywhere—if you’re willing to look for them. Jerry discusses how focusing on service, acknowledging small wins, and reframing problems can help chiropractors stay grounded and thankful, even in the hardest times.

Whether you’re just starting your practice or feeling stuck, this episode will encourage you to pause, reflect, and appreciate how far you’ve come.

Key Takeaways:

Celebrating 500 episodes of Rocket Chiro and the journey so far. Jerry’s personal story: From chiropractic burnout to building Rocket Chiro. Why gratitude is critical when you’re facing practice challenges. The “fire hydrant effect”—seeing blessings you’ve been ignoring. How helping others shifts your mindset and fosters gratitude. The dangers of hyper-focusing on problems and neglecting your wins. Why chiropractic, despite its challenges, is still an incredible profession. The importance of serving those closest to you before your followers. Practical tips for staying thankful as a chiropractor and business owner. A heartfelt thank you to listeners, clients, and supporters of Rocket Chiro.

Resources:

Business & marketing training for chiropractors: https://rocketchiro.com/join Free practice assessment: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Google Ads Management for Chiropractors: https://rocketchiro.com/google-ads-management-for-chiropractors Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

In this episode of the Rocket Chiropractic Podcast, Jerry explores the question: Is social media worth it for chiropractors? The short answer is—it depends.

You’ll hear a realistic breakdown of what social media can do for your practice, what it can’t do, and why not every chiropractor should treat it as a primary marketing tool. Jerry explains how to think about your time, your personality, and your goals when deciding how (or if) to use social platforms effectively.

Topics Covered:

• Why there’s no one-size-fits-all approach to social media

• The flawed assumption that every chiropractor has to be on social

• What makes social media a potential time and money drain

• Why interaction is the most important ingredient for social media success

• The danger of outsourcing to companies that post generic, low-value content

• When social media should be a supporting player, not the main driver

• What actually works: unique content, conversation, consistency

• Alternatives to social media for attracting new patients: SEO, referrals, Google Ads, content marketing, and community engagement

• How to use social media strategically if you’re not all-in

Key Takeaways:

• If you enjoy creating content and interacting online, social media can be a powerful tool—if done right.

• If you dislike it or aren’t willing to do what it takes to succeed on social, you’re better off focusing your efforts elsewhere.

• Maintaining basic social accounts with occasional, authentic updates is still a smart move.

• Don’t waste money on generic social media management. It rarely works.

• Focus on strategies that fit your skills, your schedule, and your practice goals.

Resources

Free New Patient Search Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

In this episode of the Rocket Chiropractic Podcast, Jerry tackles one of the most frequently asked marketing questions from chiropractors: Should I invest in Google Ads or SEO? If you’ve ever felt confused, frustrated, or overwhelmed trying to get more new patients through search engines, this episode is for you.

After multiple recording attempts (yes, really), Jerry dives deep into the pros and cons of both SEO and Google Ads—helping chiropractors make smarter, more strategic decisions based on their budget, timeframe, and local competition. He highlights the potential benefits and the common pitfalls that can make these marketing tools either a valuable investment or a money pit.

Whether you’re just getting started, running things on a shoestring budget, or trying to level up your online presence, this episode will help you better understand when SEO or ads make sense—and when they don’t.

What You’ll Learn:

• Why there’s no one-size-fits-all answer to Google Ads vs SEO
• How your practice’s timeline and urgency for new patients should impact your decision
• What role budget plays in deciding between DIY, local SEO help, or running paid ads
• Why competition density and strength in your area can drastically affect cost and effectiveness
• The biggest risks chiropractors face when choosing these strategies
• Why sometimes the best decision might be to wait or pivot

Resources

Free New Patient Search Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

If you found this episode helpful: ✔️ Share it with another chiropractor ✔️ Subscribe so you don’t miss future episodes ✔️ Reach out to Rocket Chiro if you’re ready to improve your online presence

In this episode of the Rocket Chiro Podcast, Jerry answers one of the most common questions in chiropractic business and marketing: "How do I get more new patients?"

Instead of offering a simplified "just do this" solution, Jerry takes a realistic look at the challenges chiropractors face and offers a framework for creating a personalized strategy based on your goals, budget, skills, and opportunities. Whether you're just starting out or feeling stuck, this episode will give you clarity, direction, and a plan to move forward.

What You’ll Learn in This Episode: Why the typical "just do this" advice is usually misleading

The connection between chiropractic marketing gurus and the broader "make money online" culture

Why there’s no one-size-fits-all approach to getting new patients

Why it's okay (and normal) to get unbalanced results from your marketing efforts

Why everything starts with reaching new people—and how to make sure you're doing it

The Three Big Marketing Categories: 1. Online Marketing Websites, SEO, Google Ads, social media, email, and digital content creation

2. Offline Marketing Referrals, local networking, events, community outreach, print, and face-to-face marketing

3. Retention Onboarding, communication, patient experience, and follow-up systems that keep people coming back

Foundational Steps to Get Started: Clarify your marketing message: Who are you, and how do you help?

Build and maintain a professional website

Set up and optimize your Google Business Profile

Create and maintain relevant social media accounts

Implement a simple, effective plan for gathering reviews and referrals

Key Questions to Ask Yourself: What are my current skills?

What are my interests?

What are my available opportunities?

What is my timeline?

What is my budget?

These questions will help you decide what to focus on next and avoid wasting time and money.

Final Takeaways: Just get started, even if it’s messy at first

Don’t take unnecessary financial risks

Test and tweak your efforts—marketing is an ongoing process

Be willing to change, but also be patient with your strategy

Most importantly, be committed to excellence in everything you do

Resources

Free New Patient Search Review: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Chiropractic SEO: https://rocketchiro.com/chiropractic-seo Coaching for Chiropractors: https://rocketchiro.com/join

In this episode, Jerry Kennedy sits down with animal chiropractor Dr. Katie Lackey to explore the fascinating and often overlooked world of animal chiropractic care. From horses and dogs to ducks, llamas, and even bearded dragons, Dr. Katie shares how she got started, what it’s like treating non-verbal patients, and the powerful results she sees in practice.

The conversation covers a wide range of topics including the scope of animal chiropractic, state regulations, and the logistics of running a mobile practice. Dr. Katie talks about the tools she uses (or avoids), the importance of understanding animal behavior, and the emotional bond formed between pets and their people. She also dives into the business side—touching on patient volume, pricing strategies, and why excellence and ethical care are non-negotiable.

Whether you’re a chiropractor, a pet owner, or someone who’s simply curious, this episode is an insightful look into a growing field that’s changing lives—human and animal alike.

Topics Covered:

• How Dr. Katie went from horse girl to animal chiropractor
• What animals can be adjusted (not just dogs and horses)
• The legal and logistical challenges of animal chiropractic
• Tools of the trade: hands versus instruments
• How to communicate with vets and why it matters
• Business models for mobile and brick-and-mortar animal chiropractors
• Emotional patient stories and powerful outcomes
• Why excellence and collaboration are the future of animal chiropractic

Connect with Dr. Katie

• Dr. Katie’s podcast: Making Strides for Animal Chiropractic
• Dr. Katie’s Website: Making Strides For Animal Chiropractic

Resources

• Business & marketing training for chiropractors: https://rocketchiro.com/join
• Free practice assessment: https://rocketchiro.com/chiropractic-practice-assessment
• Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites
• Google Ads Management for Chiropractors: https://rocketchiro.com/google-ads-management-for-chiropractors
• Chiropractic SEO: https://rocketchiro.com/chiropractic-seo

 

In this podcast episode, Jerry Kennedy discusses the biggest mistakes chiropractors make when starting their practices. He emphasizes the importance of defining one’s identity and ideal patient, as well as the need for effective marketing and branding.

Dr. Kennedy argues that many chiropractors fail to clarify who they are and what they offer, leading to ineffective practices and marketing strategies. He encourages chiropractors to understand their unique strengths and target their marketing efforts accordingly, ultimately leading to a more successful practice.

Takeaways:

• The biggest mistake chiropractors make is not defining who they are.
• Clarity about your practice helps in marketing and attracting patients.
• Understanding your ideal patient is crucial for success.
• Chiropractors should focus on their strengths and specialties.
• Effective marketing requires knowing your target audience.
• Don't try to be everything to everyone in your practice.
• Your website and branding should reflect your practice identity.
• Starting a chiropractic practice is challenging and requires clarity.
• Good marketing creates a draw for the right patients.
• Utilize programs and resources to help define your practice purpose.

Sound Bites:"Why would someone pick you?" "What is your superpower?"

Resources For Chiropractors:Business & marketing training for chiropractors: https://rocketchiro.com/join Free practice assessment: https://rocketchiro.com/chiropractic-practice-assessment Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites Google Ads Management for Chiropractors: https://rocketchiro.com/google-ads-management-for-chiropractors Chiropractic Local SEO: https://rocketchiro.com/chiropractic-seo