Rocket Chiropractic Podcast

What if you're not a big deal? Not famous. Not a legend. Can you still be a successful chiropractor—even if you feel insignificant?

In this episode, Jerry gets personal and unpacks the struggle between success and significance. From wrestling with professional insecurity to redefining what really matters, this episode is for any chiropractor who's ever felt like they were falling short—despite doing meaningful work.

If you're just getting started, feeling stuck, or questioning whether you're on the right path, this episode offers clarity, encouragement, and practical insights.

What You'll Learn

• Why popularity and success are not the same thing

• How success is a moving target and why that matters

• The difference between being successful and being significant

• Why most chiropractors won't become legends—and why that's perfectly fine

• The danger of chasing "more" without defining what's enough

• How to measure significance through irreplaceability, not visibility

• Why the bullseye of your impact is your closest relationships

• The importance of clarity, niche, and knowing your purpose

Resources Mentioned

• Rocket Chiro Websites – rocketchiro.com/websites

• Local SEO & Google Business Help – rocketchiro.com/local-seo

• NEXT Step Membership – rocketchiro.com/next-step

• Free Website & SEO Review – rocketchiro.com/seo-review

Quotes Worth Remembering

"Be irreplaceable to the people who are most irreplaceable to you."

"You don't have to be legendary to be successful. You just have to be better than you were yesterday."

"If your definition of success requires being famous, you're setting yourself up to feel like a failure."

If You Enjoyed This Episode

• Share it with a chiropractor who needs to hear this

• Leave a review on Apple Podcasts or Google

• Visit RocketChiro.com to connect with Jerry or request help with your website and SEO

Stay Connected

• Website: RocketChiro.com

• YouTube: youtube.com/@rocketchiro

• Instagram: @RocketChiro

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 Website/SEO 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

One of the most common questions chiropractors ask is, "How much should I be spending on marketing?" Unfortunately, there's no one-size-fits-all answer. Your marketing budget depends on your goals, experience, available time, and financial situation. In this episode of the Rocket Chiro Podcast, Jerry Kennedy breaks down what chiropractors need to consider when setting a smart, sustainable marketing budget.

What's Normal?

Most small businesses spend 5–10% of gross revenue on marketing. Growth-focused businesses often spend 10–20%. Chiropractors? Usually far less. Many operate with 2–3%, and some don't spend anything on external marketing at all.

However, even if you think you're not spending on marketing, you probably are. Website hosting, domain names, print materials, business cards—it all counts. The real difference is whether you're intentionally investing in marketing or passively coasting.

Why Chiropractors Often Underspend

Chiropractors—especially new ones—typically have limited budgets. There's often pride in "doing it all yourself" or "growing by referral," but this mindset can hold you back. Ironically, the time you most need to invest in marketing (early in practice) is when you usually have the least money and the least experience making smart marketing decisions.

Jerry shares his own experience of starting out with a large loan. While the money helped him get set up, it also created false security and delayed asking for help. Too much money, too soon, without a strategy, can lead to poor choices.

So, What Should You Spend?

There's no exact number. Your marketing budget should be based on:

• Your practice goals

• Your available time and money

• Your marketing skills

• Your current momentum

Don't make zero spending the goal. At the same time, don't fall for high-ticket gimmicks that promise the moon. Be intentional and strategic.

Budgeting Basics for Chiropractors

Do:

• Invest in low-cost, high-impact strategies if you're tight on funds.

• Understand that marketing takes either time or money—often both.

• Prioritize foundational strategies first (see below).

• Spend money when it saves you meaningful time.

Don't:

• Gamble on expensive marketing hoping it'll "just work."

• Spend money you don't have or overcommit time you can't spare.

• Lie to yourself about your situation. Be honest so you can plan wisely.

Start with the Essentials

Before jumping into fancy ads or shiny marketing campaigns, focus on your foundational marketing:

• A professional, patient-focused website

• Local SEO and Google Business Profile optimization

• Generating and managing online reviews

• Community outreach and networking

• Custom social media content (if you're willing to create it)

These strategies are more affordable, sustainable, and effective over time. Big-ticket ads, print campaigns, and radio spots can come later—if they make sense for your goals and budget.

Time vs. Money

As your practice grows, your available money increases and time becomes more limited. That's when outsourcing makes more sense. For example, a new chiropractor might build their own website, while a seasoned doc is more likely to outsource that task to save time.

Social media tip: Avoid paying for canned content. If you want results, you'll need to share your own personality, voice, and expertise. You can create simple content and pass it off to someone for editing and posting—but generic content won't move the needle.

Short-Term vs. Long-Term Strategy

Understand the type of marketing you're doing:

• Short-term marketing (like Google Ads or in-person networking) can generate fast results.

• Long-term marketing (like SEO or relationship building) builds momentum over time.

Ideally, your strategy should include both. Just be clear about your goals so you can match your budget and efforts accordingly.

Avoid the Comparison Trap

Don't compare your marketing budget or practice stats to other chiropractors without context. Chiropractors often exaggerate their numbers. Even if the numbers are real, you don't know the whole story.

Jerry shares a story about a friend with a big, multi-doc practice who grossed 3–4x what Jerry did. But after expenses, the friend only brought home a few thousand more per month—and carried far more stress. Bigger isn't always better.

Final Thoughts

There's no magic number. The right marketing budget for your chiropractic practice is the one that fits your situation, supports your goals, and delivers a positive return on investment.

• Start with foundational strategies.

• Be realistic about where you are.

• Invest smart, not just big.

• Don't spend money to impress anyone—especially not other chiropractors.

Smart chiropractors make intentional decisions, track ROI, and stay focused on long-term success—not short-term ego boosts.

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 Website/SEO 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, host Jerry Kennedy, former chiropractor and founder of Rocket Chiro, discusses how chiropractors can effectively request patient reviews without feeling desperate or sales-oriented. The goal is to foster a comfortable approach that enhances practice visibility and appeal.

Why Reviews Matter: Jerry emphasizes that online reviews significantly impact local SEO rankings and patient decision-making. Fresh reviews boost your visibility on Google Maps and provide credibility to potential patients. Reviews older than six months begin to lose effectiveness, so continual efforts are essential.

Common Mistakes:

• Relying on hope instead of a systematic approach.

• Viewing review requests as awkward or self-serving.

Jerry recommends shifting the mindset to view reviews as a helpful service to future patients rather than purely self-benefiting.

Creating a Review-Friendly Culture:

• Discuss the importance of reviews from early patient interactions.

• Utilize visible tools: posters, QR codes, signage.

• Regularly share patient testimonials on social media.

Timing is crucial: delaying requests slightly ensures reviews reflect transformative patient experiences rather than superficial impressions.

Practical Tips:

• Immediately capitalize on spontaneous praise by requesting reviews.

• Make review requests patient-centered, emphasizing how their feedback helps others.

• Use direct, short links and QR codes from Google Business Profile.

• Favor text-based requests over email.

• Engage staff to proactively support review requests.

Pitfalls to Avoid:

• Never guilt-trip or beg for reviews.

• Do not offer incentives or discounts, as these violate Google's policies.

• Avoid emphasizing business needs over patient-centered language.

Handling Negative Reviews: Negative reviews, while rare, can offer valuable insights. Jerry advises responding professionally and thoughtfully to negative feedback, turning it into an opportunity for demonstrating accountability and improvement.

Consistency and Long-term Strategy: Jerry stresses the importance of consistent, ongoing review collection. Accumulating significantly more reviews than competitors can solidify long-term advantages in local SEO and patient trust.

Final Thoughts: Excellence in chiropractic care combined with a positive mindset toward reviews and systematic integration into practice culture will yield sustained success.

For chiropractors seeking additional help with websites, local SEO, or professional development, Jerry invites listeners to explore Rocket Chiro's Next Step program and other tailored services.

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 Website/SEO 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 explores what it takes to build a referral-based chiropractic practice. While many chiropractors say they want more word-of-mouth referrals, most don't have a clear strategy in place to make it happen. Jerry breaks down the keys to increasing referrals, explains the different types of referral sources, discusses why people refer (and why they don't), and offers practical tips on building stronger community and professional connections. Whether you're just getting started or you're ready to reduce your dependency on paid ads, this episode is packed with clarity and direction.

Topics Covered

The Value of a Referral-Based Practice

• Why word-of-mouth marketing is still the most stable and reliable form of growth

• The instability of modern advertising platforms compared to long-term relationships

• Why referrals are the "golden goose" for chiropractors

Keys to Getting More Referrals Jerry outlines core principles every chiropractor should focus on:

• Make referrals normal in your office culture

• Be specific about who you help

• Make referring as easy as possible

• Deliver excellent, trustworthy care

• Build and maintain strong relationships

• Have a long-term plan and stay consistent

• Be the kind of person who also gives reviews and referrals

Types of Referrals Chiropractors Can Get It's not just about patients sending in their friends. Jerry explains:

• Patient Referrals – Direct recommendations from satisfied patients

• Small Business & Professional Referrals – From people who may never become patients but trust you

• Medical Referrals – From MDs, PTs, massage therapists, and other healthcare providers

• Community Referrals – From people who only know your reputation, not you personally

• Digital Referrals – Reviews, shares, and online recommendations that create social proof

Understanding Why People Refer

• They've had a positive or unexpected experience

• They like and trust you

• You asked them to refer

• They're returning a favor (reciprocity)

• They perceive you as an authority

• You've made it easy and clear who you want to help

• They've built a relationship with you over time

The Truth About Referral Expectations

• Not everyone refers—and that's normal

• Trying to force referrals from everyone leads to disappointment

• The goal is to increase your referral percentage, not make it universal

• Focus on clarity, consistency, and communication

Tips for Building Non-Patient Referral Relationships

• Understand that non-patient referrals take longer

• Start with people you already know

• Ask for introductions instead of cold outreach

• Get involved in community and networking groups (BNI, chambers, local events)

• Focus on solving problems, especially for busy professionals

• Stay in touch without being annoying

• Know when to walk away from dead-end connections

Who Should You Be Networking With?

• Your neighbors: anyone near your office, regardless of profession

• People aligned with your niche:

  • Pediatric chiropractors should connect with mom groups and birth professionals

  • Sports chiropractors should connect with coaches, gyms, and athletes

• People in the communities where you want to be known and respected

Final Thoughts

A referral-based practice doesn't happen by accident. It requires a deliberate, ongoing effort to build relationships, communicate clearly, and provide consistent value. While it won't produce instant results, over time it becomes one of the most stable and rewarding ways to grow a chiropractic practice.

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 Website/SEO 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 tackles a nuanced and often controversial topic: why does chiropractic sometimes sound like a religion? Drawing from his own experience in the profession and his exposure to its philosophical roots, Jerry explores how religious-like language and behavior have persisted in chiropractic for over a century—and whether this helps or harms the profession.

This episode doesn't aim to provide all the answers. Instead, it encourages thoughtful reflection on how chiropractic is defined, communicated, and perceived—especially by the public.

Topics Covered

1. Two Extremes in Chiropractic Philosophy

• On one end: Evidence-only chiropractors who view chiropractic purely as musculoskeletal care

• On the other end: Chiropractors who speak in mystical or spiritual terms, treating chiropractic as a life-transforming philosophy

• Why both extremes can alienate the average person and cause division within the profession

2. Parallels Between Religion and Chiropractic

• Origin story of chiropractic (Harvey Lillard, DD and BJ Palmer) has a near-mythical tone

• Green Books and 33 Principles serve as sacred texts

• The adjustment functions as a ritual for some practitioners

• Concepts like innate intelligence resemble spiritual or religious ideas

• Evangelistic language: "power is on," "saving lives," "this is my purpose"

• Chiropractic's internal denominations: upper cervical groups, technique systems, subluxation-based vs. evidence-based

3. Why Religious Messaging Is Problematic

• It creates confusion—both within the profession and with the public

• The message doesn't resonate with the majority of people

• Research shows only around 12–15% of Americans see a chiropractor regularly

• Going "all in" on a new-age approach would alienate at least two-thirds of current and potential patients

• Other medical and health professions avoid spiritualized language and reach far more people

4. Why This Messaging Still Exists

• It's historically embedded in the profession

• It gives chiropractors a stronger sense of purpose

• It appeals to those looking for identity, certainty, and belonging

• It's often easier to repeat philosophical slogans than to critically evaluate them

• Chiropractic schools that promote this mindset continue to attract like-minded students

Key Takeaways

• Chiropractic isn't religion—and it doesn't need belief or faith to work

• The profession should focus on benefits, not belief systems

• Presenting chiropractic in mystical or exaggerated terms limits its appeal

• Chiropractors should strive for clarity, consistency, and excellence in communication and care

• Patients don't need to believe in a philosophy—they just need to know chiropractic helps them feel and function better

What Should Chiropractors Do?

1. Be excellent at what you do

   • Avoid shortcuts and weekend certifications just to add services

   • Master your craft, whether it's manual adjustments, soft tissue work, or rehab

2. Communicate clearly and effectively

   • Avoid sounding like a conspiracy theorist or spiritual guru

   • Test your messaging with people outside the profession to make sure it sounds normal

3. Focus on practical benefits

   • Most people care about how chiropractic will help them feel and function better

   • Benefits like improved sleep, reduced pain, better mobility, and less stress resonate more than abstract philosophy

4. Stop repeating what you've heard without questioning it

   • Be thoughtful and intentional with your words

   • Avoid parroting slogans or ideas that don't hold up to scrutiny

Services Mentioned

• Rocket Chiro Websites: Designed to convert visitors into patients

• Local SEO Services: Focused on improving Google Maps rankings

• Next Step Program: On-demand coaching for new and stuck chiropractors

• Free Website and SEO Assessment: No-obligation review with personalized feedback

For more info, visit: www.rocketchiro.com

Closing Thoughts

Jerry makes it clear: he loves chiropractic. It has changed his life. But love for the profession doesn't mean ignoring its problems. If chiropractors want the public to understand and trust what they do, they need to communicate in a way that makes sense to normal people. That means cutting out the spiritual fluff and focusing on what actually helps.

If you're ready to grow a chiropractic practice that connects with real people and delivers real results, this episode is for you.

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 Website/SEO 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 powerful episode, Jerry sits down with Todd Smith from True Inner Freedom to explore how being a Highly Sensitive Person (HSP) impacts chiropractors both professionally and personally. If you're a chiropractor who struggles with people-pleasing, overthinking, poor boundaries, and burnout — this conversation is for you.

Todd explains how HSP traits can become both a superpower and a liability in a high-touch profession like chiropractic. They dive deep into setting boundaries, understanding your personal limits, dealing with patients, family balance, and how self-awareness can lead to a more successful and satisfying practice.

Resources & Links:

• Todd's Website: TrueInnerFreedom.com
• HSP Stress Test & Coaching Info: Take the HSP Stress Test
• Todd's Podcast: Stress Management for Highly Sensitive People
• Recommended Episode to Start With: Episode 237 – How to Say No as an HSP

00:01 – Introduction

• Jerry introduces the episode and shares how Todd reached out authentically to be on the show.

02:38 – What is a Highly Sensitive Person (HSP)?

• Definition of HSP: A temperament trait identified by Dr. Elaine Aron in the 1990s.
• 20% of people are highly sensitive, equally split between men and women.
• HSPs process information deeply and have stronger emotional and empathetic tendencies.

04:36 – The Negative Stigma Around Sensitivity

• Why many people, especially men, resist identifying as "sensitive."
• The difference between healthy sensitivity and stress-amplified sensitivity.

06:11 – The HSP Stress Bucket Analogy

• How HSPs reach emotional overload quicker.
• The evolutionary benefits of sensitivity across species.

08:54 – Why Chiropractic Can Be Overwhelming for HSPs

• The "high-touch" nature of chiropractic care.
• How deep empathy can serve patients but drain the doctor.

09:45 – The Difference Between HSPs and Introverts

• 30% of HSPs are extroverts.
• Key difference: extroverts gain energy from people; HSPs process deeply no matter the social orientation.

14:21 – Overthinking vs. Overprocessing

• Using stress as an early warning sign for overthinking.
• Identifying when thinking becomes counterproductive.

15:52 – People-Pleasing, Boundaries & Being "Too Nice"

• How HSPs often sacrifice personal well-being to avoid conflict.
• The dangers of prioritizing patients at the expense of family and self.

19:08 – Recognizing When You're Out of Exchange

• Jerry shares personal signs of resentment and burnout.
• Practical examples of how ignoring boundaries hurts long-term relationships.

22:05 – Real-Life Example: Transitioning to Online Scheduling

• How avoiding difficult patient conversations can sabotage practice efficiency.
• Actionable steps for chiropractors to establish new boundaries.

26:48 – The Impact of Saying Yes to One Thing (And No to Another)

• How HSPs can unintentionally hurt loved ones by over-serving patients.

29:08 – Questioning Your Own Thoughts & Beliefs

• Todd introduces The Work of Byron Katie to challenge stressful beliefs.
• Why questioning assumptions can unlock personal freedom.

Learn more about The Work of Byron Katie here: thework.com

33:15 – Parenting, Marriage, and Boundaries in Personal Life

• Jerry and Todd discuss how HSP tendencies show up in parenting and marriage.
• The difference between being a loving parent vs. needing to be liked.

37:10 – The Power of Defining Core Values

• Jerry shares his life-changing "tombstone exercise" to clarify life priorities.
• How clearly defined values help guide boundary decisions.

38:25 – Avoiding Conflict Harms Long-Term Relationships

• How short-term avoidance creates long-term resentment.
• The danger of letting small compromises accumulate.

40:52 – The Compound Effect of Small Decisions

• Why big mistakes are often small ones repeated.
• Daily choices move you toward or away from your ideal life.

41:47 – Personal Examples: Making Hard Business Decisions

• Todd shares a difficult but necessary recent business decision.
• The importance of trusting your inner voice.

46:12 – Chiropractors, Insecurity, and Owning Your Identity

• Why chiropractors often struggle with professional insecurity.
• The importance of owning the value of chiropractic care.

50:19 – Confidence Is Attractive

• How being comfortable in your own skin draws people to you.
• The toxic ripple effects of personal insecurity.

51:33 – The HSP Superpower in Chiropractic

• Empathy + Deep Processing = Ideal skillset for chiropractic care.
• How awareness and pacing prevent burnout while maximizing your gifts.

53:45 – Spotting HSPs in Practice

• Why Todd now exclusively works with HSPs.
• How understanding your patients' sensitivity helps build stronger relationships.

Support the Podcast

Rate, review, and subscribe to the podcast Share this episode with another chiropractor who needs to hear it

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, Jerry takes a deep dive into networking and collaborations in chiropractic. While partnerships and collaborations can fast-track your growth, they also come with serious long-term risks if not handled wisely.

Jerry explains why chiropractors must be extremely careful about who they associate with, both online and offline, and how short-term attention can easily undermine long-term trust.

Through personal stories, real-life examples, and practical questions, Jerry lays out a framework for making better decisions about partnerships that protect your reputation and help you build a practice grounded in integrity.

Topics Covered

The Benefits of Networking and Collaboration

• Opens doors to new opportunities

• Transfers trust and authority when done properly

• Helps chiropractors grow their audience faster

• Builds relationships that can have a lasting impact on your practice

The Danger of Chasing Attention

• Borrowing someone's audience means borrowing their reputation too

• Many chiropractors partner with people they barely know simply to get more attention

• Lack of discernment can damage your credibility and erode patient trust

• Online mistakes can live forever and affect your long-term reputation

Real-World Examples

• Chiropractors in Jerry's past who partnered with unethical providers simply because they were financially successful

• Young chiropractors who were drawn to dishonest mentors because of money and appearances

• Jerry's personal experience accidentally collaborating with someone who was later arrested for illegal behavior

• How the temptation to chase attention impacted Jerry's own integrity during his time on local radio

Building Trust vs. Building Attention

• Patients choose chiropractors they trust, not just those with large followings

• Social proof can help but trust is always more important for long-term success

• Influencer culture often encourages chiropractors to seek attention at the cost of their values

Critical Questions to Ask Before Collaborating

1. Do I actually respect this person and their work?

2. Would I be proud of this collaboration five years from now?

3. Does this align with my practice values?

4. Would my ideal patients trust me more or less after seeing this partnership?

5. If something bad came out about this person, would I be surprised?

6. Would I refer my close friends and family to this person?

The Attention vs. Reputation Analogy

• Attention is like Skittles: easy to get, sweet at first, but lacking substance

• Reputation is like meat and potatoes: slower to build, but sustaining for the long haul

• A solid reputation creates patient trust, long-term growth, and professional stability

Final Thoughts

• Be willing to grow slower if it means protecting your integrity

• The right collaborations with the right people can open powerful doors

• Avoid collaborations that compromise your values for temporary exposure

• Build your practice and reputation with long-term trust in mind

Resources Mentioned

Rocket Chiro Website and SEO Help: rocketchiro.com Next Step Coaching Program: Help for chiropractors who are starting out or feeling stuck

Connect with Jerry

Visit RocketChiro.com Request your free New Patient Search Review Learn more about the Next Step Program for coaching and ongoing support

Support the Podcast

Rate, review, and subscribe to the podcast Share this episode with another chiropractor who needs to hear it

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 explores how different age groups engage with brands online—and what that means for your chiropractic marketing. Using a recent infographic from NP Digital as a jumping-off point, Jerry breaks down why Gen Z takes longer to follow brands on social media, why Boomers tend to move quicker, and how your marketing strategy should align with your goals, target demographic, and level of urgency.

Whether you're doing content marketing, social ads, SEO, or community outreach, understanding your audience's behavior is crucial. Jerry also shares actionable strategies based on patient intent—like how to attract people looking for acute care now versus those slowly building trust over time.

Key Takeaways

1. Different Generations = Different Timelines

• Gen Z needs an average of 11 exposures before following a brand.
• Millennials and Gen X fall in the 6–7 range—similar to long-standing marketing wisdom.
• Boomers need only 3 exposures on average.
• The more content someone consumes, the more desensitized they become—especially Gen Z.

2. Trust and Time in Marketing

• Most people don't take action the first time they see you unless they're in a crisis or acute pain.
• Content overload and algorithm filters mean you're competing with everything—not just other chiropractors.
• Patience is essential in relationship-based marketing.

3. Match Your Marketing to Your Intentions If you need patients today, prioritize:

• Acute care marketing
• SEO and Google Ads
• Networking with professionals

If you're building a long-term brand, focus on:

• Content marketing (blogs, videos, podcasting, community involvement)
• Authority building (testimonials, reviews, collaborations)
• Social media presence (but know it takes time!)

4. Tailor Your Tactics by Demographic

• Older patients: Use Facebook, email, direct mail, print, TV, radio.
• Younger patients: Use Instagram, TikTok, YouTube Shorts, influencer collaborations.

5. Don't Fish in the Wrong Pond Align your:

• Target audience
• Marketing platform
• Message and tone
• Budget and expectations

Actionable Tips for Chiropractors

• Need patients fast? Prioritize acute care, SEO, and local Google Ads.
• Targeting Gen Z or Millennials? Use short-form content, influencer partnerships, and be consistent with social media.
• Want trust over time? Focus on storytelling, authority, and being visible both online and offline.
• Don't fake it. Be genuine and let your personality come through in your content.
• Adapt. Stay aware of platform changes and be ready to evolve your strategy.

Final Thoughts

"Marketing isn't magic—it's a process. And if you're marketing to people who take longer to trust you, you have to be patient, intentional, and consistent. If your expectations and execution don't match, you're just wasting time and money."

Work With Jerry

Want help with your website, SEO, or want to get unstuck in your practice? Visit RocketChiro.com and request a Free New Patient Search Review or explore the Next Step Program for on-demand chiropractic coaching.

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 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