She Slays the Day

What happens when the business plan that was supposed to make $1.6 million stops feeling like the right plan? And how do you know when the financially optimal decision isn’t actually the best decision for your life? Lauryn is joined by Kirby for an unscripted conversation about ambition, money, marriage, faith, and what it means to build a life that actually feels rich.

Together, they unpack why they scrapped their planned launches to build Rich Doc Lab, how one unified message changed Lauryn’s business, and the AI tools transforming the way they work. They also get candid about buying a bigger home, maximizing net worth versus enjoying your money, raising kids, and making sure ambition never comes at the expense of the relationships that matter most.

Key Takeaways

• The best financial decision isn’t always the one that maximizes net worth. Your money strategy should support the life, family, and experiences you actually value.
• Sometimes business growth requires abandoning a plan that already works. Lauryn and Kirby walked away from projected revenue to create one cohesive offer, audience, and message through Rich Doc Lab.
• AI is rapidly changing how small business owners operate. From marketing and advertising to research and business automation, AI agents can remove enormous amounts of manual work when given the right context and systems.
• Ambition needs boundaries. Money, business growth, and achievement matter, but Lauryn and Kirby continually bring their decisions back to their marriage, their kids, and the kind of life they want to build together.

Resources:

Find all things Dr. Lauryn B including ways to work with her

Follow Dr. Lauryn: Instagram | Facebook | LinkedIn

Follow She Slays on YouTube

Mentioned in this episode:

Clinic Mind

Clinic Mind is the all-in-one EHR and practice management platform built for chiropractors — billing, documentation, scheduling, and patient follow-up in one place, whether you run a cash practice, take insurance, or are scaling to multiple locations. She Slays the Day listeners get an exclusive offer.

Clinic Mind

Holistic Marketing Hub

This episode is sponsored by Holistic Marketing Hub. Created by marketing strategist Molly Cahill, it's a proven Instagram system with a 500+ caption content library and a step-by-step curriculum that's helped 400+ chiropractors, acupuncturists, and other health pros fill their practices with right-fit patients. Enroll Now!

Holistic Marketing Hub

INSiGHT CLA

This episode is brought to you by the INSiGHT scanning system from CLA, the tool that helps chiropractors show patients objective neurological data so the value of care becomes clear, fueling conversion, retention, and growth. She Slays listeners get preferred pricing, affordable financing, and a free Getting Into Scanning guide.

CLA (Current)

What happens when your potential patients stop Googling and start asking AI who they should trust? SEO still matters, but showing up first on Google no longer guarantees that ChatGPT, Gemini, Perplexity, or other AI platforms will cite or recommend your practice. So how do you make sure your business becomes part of the answer?

Dr. Lauryn sits down with digital marketing strategist Kimberly Reynolds to break down Answer Engine Optimization, or AEO, and what practice owners should be doing now. They cover website schema, Google Business Profiles, reviews, LinkedIn, AI optimized articles, original expertise, and why small businesses still have an opportunity to outrank bigger competitors. They also explore the emerging world of ChatGPT advertising and why early adopters may have a major advantage.

Key Takeaways

• SEO is no longer enough on its own. Strong SEO creates the foundation, but AEO helps AI engines understand, cite, and ultimately recommend your practice when users ask for answers or local recommendations.
• AI needs signals that establish trust and authority. Website schema, Google Business Profile activity, reviews, personal expertise, LinkedIn content, and third party validation all help AI connect your name, business, expertise, and reputation.
• Content needs to change for the AI search era. Instead of producing massive articles covering everything, focus on one specific question, answer it immediately, organize content into clear sections, include FAQs, and contribute original opinions, experiences, or data.
• Small businesses still have an early mover advantage. Many larger competitors have not fully optimized for AEO yet, giving innovative practice owners an opportunity to establish authority before the space becomes significantly more competitive.

About the Guest

Kimberly Reynolds is a digital marketing strategist with decades of experience spanning website development, SEO, paid media, and artificial intelligence. She began building and marketing websites in 1995 before moving heavily into paid advertising and eventually managing paid media for a major social media company. Today, Kimberly helps businesses adapt to the changing search landscape through Answer Engine Optimization, AI focused content strategy, and paid advertising. Her work focuses on helping businesses become more discoverable, credible, and recommendable across both traditional search engines and emerging AI platforms.

Check out all the services Kimberly offers by visiting her website.

Follow Kimberly on LinkedIn

Resources:

Find all things Dr. Lauryn B including ways to work with her

Follow Dr. Lauryn: Instagram | Facebook | LinkedIn

Follow She Slays on YouTube

Mentioned in this episode:

Holistic Marketing Hub

This episode is sponsored by Holistic Marketing Hub. Created by marketing strategist Molly Cahill, it's a proven Instagram system with a 500+ caption content library and a step-by-step curriculum that's helped 400+ chiropractors, acupuncturists, and other health pros fill their practices with right-fit patients. Enroll Now!

Holistic Marketing Hub

Clinic Mind

Clinic Mind is the all-in-one EHR and practice management platform built for chiropractors — billing, documentation, scheduling, and patient follow-up in one place, whether you run a cash practice, take insurance, or are scaling to multiple locations. She Slays the Day listeners get an exclusive offer.

Clinic Mind

INSiGHT CLA

This episode is brought to you by the INSiGHT scanning system from CLA, the tool that helps chiropractors show patients objective neurological data so the value of care becomes clear, fueling conversion, retention, and growth. She Slays listeners get preferred pricing, affordable financing, and a free Getting Into Scanning guide.

CLA (Current)

What if you could turn the knowledge you've already created for your patients into an entirely new revenue stream without becoming a social media influencer? Is Pinterest the overlooked marketing platform that could help you build a business beyond the four walls of your clinic? This week, Dr. Lauryn sits down with Pinterest marketing expert Kelsey Vetter to explore how this visual search engine can help entrepreneurs reach new audiences, sell digital products, and diversify their income.

Together, they break down what makes Pinterest different from Instagram and TikTok, how to identify what your ideal customers are searching for, and why you don't need a massive following to start generating sales. From Pinterest SEO and paid advertising to creating low-ticket digital products and building email funnels, Kelsey shares practical strategies for turning your existing expertise into an online business.

Key Takeaways

• Pinterest is a search engine, not just another social media platform. Learn how to reach potential customers who are actively searching for solutions without constantly creating content or building a large following.
• Digital products can create new revenue streams for clinic owners. Discover how to turn existing patient resources, educational materials, and specialized knowledge into products that can reach customers beyond your local market.
• Pinterest SEO and content strategy drive traffic and sales. Understand how keywords, compelling visual hooks, and search intent help your content get discovered and encourage users to take action.
• Not every business belongs on Pinterest. Learn how to validate audience demand, evaluate organic versus paid marketing, and determine whether Pinterest fits your business model.

Guest Bio

Kelsey Vetter is the founder of Kelsey Vetter Co., a Pinterest marketing agency helping entrepreneurs and online business owners turn Pinterest into a consistent source of traffic and sales. With 14 years of marketing experience, including five years dedicated exclusively to Pinterest, Kelsey has helped over 300 businesses unlock the platform's potential through tailored organic strategies, paid advertising, and strategic content creation. Her services include Pinterest profile audits, strategy sessions, account setup, and full-service management, helping brands attract customers and create sustainable growth beyond traditional social media.

Follow Kelsey: TikTok | Instagram

Resources:

Find all things Dr. Lauryn B including ways to work with her

Follow Dr. Lauryn: Instagram | Facebook | LinkedIn

Follow She Slays on YouTube

Mentioned in this episode:

Holistic Marketing Hub

This episode is sponsored by Holistic Marketing Hub. Created by marketing strategist Molly Cahill, it's a proven Instagram system with a 500+ caption content library and a step-by-step curriculum that's helped 400+ chiropractors, acupuncturists, and other health pros fill their practices with right-fit patients. Enroll Now!

Holistic Marketing Hub

Clinic Mind

Clinic Mind is the all-in-one EHR and practice management platform built for chiropractors — billing, documentation, scheduling, and patient follow-up in one place, whether you run a cash practice, take insurance, or are scaling to multiple locations. She Slays the Day listeners get an exclusive offer.

Clinic Mind

INSiGHT CLA

This episode is brought to you by the INSiGHT scanning system from CLA, the tool that helps chiropractors show patients objective neurological data so the value of care becomes clear, fueling conversion, retention, and growth. She Slays listeners get preferred pricing, affordable financing, and a free Getting Into Scanning guide.

CLA (Current)

Are your ads actually underperforming—or is the real problem what happens after the lead comes in? In Part Two of Dr. Lauryn’s conversation with Dr. Travis Stewart, they dig into the numbers and systems clinic owners need to understand if they want marketing to translate into sustainable growth.

They break down cost per lead, booking rates, show rates, customer acquisition cost, follow-up, sales, and why more new patients cannot fix a broken conversion process. From there, the conversation expands into business partnerships, profitability, associate pay, student debt, work ethic, wealth building, and the pursuit of balance. Travis and Lauryn also explore what chiropractic needs to change if practice owners, associates, and the profession itself are going to thrive long term.

About the Guest

Dr. Travis Stewart is the owner of Move Chiropractic in Boulder, Colorado, and co-founder of Making Moves, the coaching company behind Chiro Ads Academy. After opening his practice during the 2020 lockdown, Travis helped grow it from roughly $12K to $70K per month by bringing his marketing in-house and developing his own Facebook and Instagram advertising system. Since then, Travis and his team have helped more than 450 chiropractic practices implement their own ads, managing over $5 million in ad spend and generating more than $30 million in care plan revenue for clients. He also hosts The Arena, where he shares strategies for chiropractic practice growth, marketing, leadership, and entrepreneurship.

Follow and connect with Dr. Travis on Instagram

Resources:

Rich Doc Playbook: Secure your spot today!

Find all things Dr. Lauryn B including ways to work with her

Follow Dr. Lauryn: Instagram | Facebook | LinkedIn

Follow She Slays on YouTube

Mentioned in this episode:

Clinic Mind

Clinic Mind is the all-in-one EHR and practice management platform built for chiropractors — billing, documentation, scheduling, and patient follow-up in one place, whether you run a cash practice, take insurance, or are scaling to multiple locations. She Slays the Day listeners get an exclusive offer.

Clinic Mind

INSiGHT CLA

This episode is brought to you by the INSiGHT scanning system from CLA, the tool that helps chiropractors show patients objective neurological data so the value of care becomes clear, fueling conversion, retention, and growth. She Slays listeners get preferred pricing, affordable financing, and a free Getting Into Scanning guide.

CLA (Current)

Holistic Marketing Hub

This episode is sponsored by Holistic Marketing Hub. Created by marketing strategist Molly Cahill, it's a proven Instagram system with a 500+ caption content library and a step-by-step curriculum that's helped 400+ chiropractors, acupuncturists, and other health pros fill their practices with right-fit patients. Enroll Now!

Holistic Marketing Hub

What if the marketing agency you hired to grow your chiropractic practice is actually keeping you from understanding one of the most important parts of your business? In Part One of this conversation, Dr. Lauryn sits down with Dr. Travis Stewart to unpack how taking control of his own Facebook and Instagram ads helped transform a struggling new practice.

Travis shares how he went from roughly $12K to $70K a month by bringing marketing in-house, developing condition-specific ad funnels, and learning how to create messaging that actually builds trust and converts. They also explore the shift from clinician to CEO, simplifying marketing so it remains sustainable, building a team around a bigger vision, and confronting the burnout and identity challenges that can come when your entrepreneurial ambitions grow beyond patient care.

Key Takeaways

• Owning your marketing creates control. Travis stopped depending on agencies, learned the mechanics of Facebook and Instagram advertising, and built an in-house system that helped take his practice from roughly $12K to $70K per month.
• Effective chiropractic advertising starts with relevance and trust. Condition-specific messaging, strong hooks, clear positioning, social proof, and a compelling call to action can make an ad feel built specifically for the patient seeing it.
• Practice growth requires a CEO mindset. Learning to track data, understand demand generation, simplify systems, and make informed business decisions became just as important as being an excellent chiropractor.
• More revenue does not automatically create more freedom. As the practice grew, Travis moved from being money-poor and time-rich to money-rich and time-poor, forcing him to build a team, delegate, and rethink where his time and attention belonged.

About the Guest

Dr. Travis Stewart is the owner of Move Chiropractic in Boulder, Colorado, and co-founder of Making Moves, the coaching company behind Chiro Ads Academy. After opening his practice during the 2020 lockdown, Travis helped grow it from roughly $12K to $70K per month in just a few months by bringing his marketing in-house and developing his own Facebook and Instagram advertising system. Since then, Travis and his team have helped more than 450 chiropractic practices implement their own ads, managing over $5 million in ad spend and generating more than $30 million in care plan revenue for clients. He also hosts *The Arena*, where he shares strategies for chiropractic practice growth, marketing, leadership, and entrepreneurship.

Resources:

Rich Doc Playbook: Secure your spot today!

Find all things Dr. Lauryn B including ways to work with her

Follow Dr. Lauryn: Instagram | Facebook | LinkedIn

Follow She Slays on YouTube

Mentioned in this episode:

Holistic Marketing Hub

This episode is sponsored by Holistic Marketing Hub. Created by marketing strategist Molly Cahill, it's a proven Instagram system with a 500+ caption content library and a step-by-step curriculum that's helped 400+ chiropractors, acupuncturists, and other health pros fill their practices with right-fit patients. Enroll Now!

Holistic Marketing Hub

INSiGHT CLA

This episode is brought to you by the INSiGHT scanning system from CLA, the tool that helps chiropractors show patients objective neurological data so the value of care becomes clear, fueling conversion, retention, and growth. She Slays listeners get preferred pricing, affordable financing, and a free Getting Into Scanning guide.

CLA (Current)

Rich Doc Playbook

Let's be honest. We've all been given the same playbook. Go to grad school. Become a great doctor. Open a clinic. Help enough people. Work hard. Build a successful practice. Make plenty of money. Be happy. That was the promise. Yet here you are. Maybe your clinic is thriving. Maybe you're still trying to get it off the ground. Either way, there's a good chance you're chasing the same thing almost every healthcare entrepreneur is chasing: the belief that the next milestone will finally make everything click. The Rich Doc Playbook was created to challenge that assumption. Not because building a successful clinic isn't important, but because we believe there's a bigger conversation our profession isn't having.

Rich Doc Playbook

Clinic Mind

Clinic Mind is the all-in-one EHR and practice management platform built for chiropractors — billing, documentation, scheduling, and patient follow-up in one place, whether you run a cash practice, take insurance, or are scaling to multiple locations. She Slays the Day listeners get an exclusive offer.

Clinic Mind

Is your marketing actually growing your business—or are you just posting on social media and hoping something happens? What if the problem isn’t your content, your follower count, or the algorithm, but the fact that you’ve never built a true marketing ecosystem around your business?

Dr. Lauryn sits down with Whitney Abraham, founder of Your CMO & Co., to break down what strategic marketing looks like beyond Instagram. They explore the role of a fractional CMO, turning an audience into revenue, knowing when to delegate marketing, and why successful entrepreneurs often wait too long to address burnout and resentment. Whitney also shares why certainty is one of the strongest predictors of entrepreneurial success—and her simple formula for building confidence through self-talk, action, and repetition.

Key Takeaways

• Social media is only one piece of a successful marketing strategy. Sustainable business growth requires an integrated marketing ecosystem that connects content, email, launches, partnerships, messaging, and sales around a clear objective.
• A fractional CMO can bring executive-level marketing strategy without the expense of hiring a full-time C-suite executive. The goal is not simply to create more content, but to orchestrate the entire marketing operation around revenue and growth.
• A large audience does not automatically equal a profitable business. Before monetizing followers, business owners need to understand why people followed them, whether that audience aligns with what they want to sell, and how to strategically convert attention into opportunity.
• Certainty and self-trust are critical to entrepreneurial success. Whitney’s confidence formula—positive self-talk + action + repetition—helps entrepreneurs build proof that they can solve problems, make decisions, and continue moving forward.

About the Guest

Whitney Abraham is the founder of Your CMO & Co., a marketing agency built for business owners who want to leverage the internet to strategically scale their companies. A serial entrepreneur, Whitney has built multiple seven-figure online businesses and an eight-figure business from the ground up. She has spent nearly a decade in digital marketing and has coached thousands of women on building, launching, and scaling businesses of their own. After years of watching entrepreneurs struggle to execute the strategies they were learning, Whitney created Your CMO & Co. to provide the complete marketing ecosystem of a fractional CMO combined with hands-on implementation and operational support.

Book a Call with Whitney

Follow Whitney on Instagram

Resources:

Rich Doc Playbook: Secure your spot today!

Find all things Dr. Lauryn B including ways to work with her

Follow Dr. Lauryn: Instagram | Facebook | LinkedIn

Follow She Slays on YouTube

Mentioned in this episode:

Rich Doc Playbook

Let's be honest. We've all been given the same playbook. Go to grad school. Become a great doctor. Open a clinic. Help enough people. Work hard. Build a successful practice. Make plenty of money. Be happy. That was the promise. Yet here you are. Maybe your clinic is thriving. Maybe you're still trying to get it off the ground. Either way, there's a good chance you're chasing the same thing almost every healthcare entrepreneur is chasing: the belief that the next milestone will finally make everything click. The Rich Doc Playbook was created to challenge that assumption. Not because building a successful clinic isn't important, but because we believe there's a bigger conversation our profession isn't having.

Rich Doc Playbook

INSiGHT CLA

This episode is brought to you by the INSiGHT scanning system from CLA, the tool that helps chiropractors show patients objective neurological data so the value of care becomes clear, fueling conversion, retention, and growth. She Slays listeners get preferred pricing, affordable financing, and a free Getting Into Scanning guide.

CLA (Current)

Clinic Mind

Clinic Mind is the all-in-one EHR and practice management platform built for chiropractors — billing, documentation, scheduling, and patient follow-up in one place, whether you run a cash practice, take insurance, or are scaling to multiple locations. She Slays the Day listeners get an exclusive offer.

Clinic Mind

What if your clinic is profitable, your schedule is full—and you’re still financially handcuffed to patient care? In this episode, Dr. Lauryn sits down with Dr. Daniel Herzberg to unpack why high income alone doesn’t create freedom, and why doctors need a strategy that extends beyond simply earning more, saving more, or waiting until the practice hits the next revenue milestone.

Together, they explore the shift from active income to capital that works for you, why doctors often delay investing, how lifestyle creep and risk aversion can stall wealth building, and the importance of coordinating taxes, cash flow, investing, risk management, and business operations. Daniel also breaks down hard money lending, private investments, and the family office approach—giving practice owners a framework for building wealth, optionality, and a future where working is a choice rather than an obligation.

Key Takeaways

• High income does not automatically create financial freedom. If your income still depends on how many patients you personally see, you’re continuing to trade time for money regardless of how successful your practice becomes.
• Doing nothing with your money is still an investment decision. Risk aversion can protect doctors from bad opportunities, but years of financial inaction can also mean losing valuable time, compound growth, and opportunities to build income outside the clinic.
• Stop treating wealth building like a collection of disconnected financial products. Taxes, cash flow, investments, business operations, risk management, and long-term goals should work together as one coordinated wealth strategy.
• Your capital can become your best employee. Building assets and passive income allows your money to work independently of your clinical hours, ultimately giving you the freedom to practice because you want to—not because you financially have to.

About the Guest

Dr. Daniel Herzberg is a physician freedom coach, founder of the Intelligent Investor Forum, and creator of the Physician Freedom Plan, a strategic framework designed to help physicians and high-income professionals reduce financial stress, build income beyond their careers, and create greater freedom over their time and future. With more than 33 years of experience and over 9,000 clients served, Daniel helps clients identify the gap between where they are financially and where they want to be, then coordinate strategies around investing, taxes, cash flow, risk management, business operations, and wealth building to help close that gap.

Find all the resources the Intelligent Investor Forum has to offer!

Follow Dr. Daniel: LinkedIn

Resources:

Find all things Dr. Lauryn B including ways to work with her

Follow Dr. Lauryn: Instagram | Facebook | LinkedIn

Follow She Slays on YouTube

Mentioned in this episode:

Rich Doc Playbook

Let's be honest. We've all been given the same playbook. Go to grad school. Become a great doctor. Open a clinic. Help enough people. Work hard. Build a successful practice. Make plenty of money. Be happy. That was the promise. Yet here you are. Maybe your clinic is thriving. Maybe you're still trying to get it off the ground. Either way, there's a good chance you're chasing the same thing almost every healthcare entrepreneur is chasing: the belief that the next milestone will finally make everything click. The Rich Doc Playbook was created to challenge that assumption. Not because building a successful clinic isn't important, but because we believe there's a bigger conversation our profession isn't having.

Rich Doc Playbook

INSiGHT CLA

This episode is brought to you by the INSiGHT scanning system from CLA, the tool that helps chiropractors show patients objective neurological data so the value of care becomes clear, fueling conversion, retention, and growth. She Slays listeners get preferred pricing, affordable financing, and a free Getting Into Scanning guide.

CLA (Current)

Holistic Marketing Hub

This episode is sponsored by Holistic Marketing Hub. Created by marketing strategist Molly Cahill, it's a proven Instagram system with a 500+ caption content library and a step-by-step curriculum that's helped 400+ chiropractors, acupuncturists, and other health pros fill their practices with right-fit patients. Enroll Now!

Holistic Marketing Hub

Clinic Mind

Clinic Mind is the all-in-one EHR and practice management platform built for chiropractors — billing, documentation, scheduling, and patient follow-up in one place, whether you run a cash practice, take insurance, or are scaling to multiple locations. She Slays the Day listeners get an exclusive offer.

Clinic Mind

Is your practice website actually helping patients choose you, or is it just a digital brochure listing your services? In this episode, Dr. Lauryn sits down with branding strategist Alexa Torres to unpack what makes a healthcare brand connect, convert, and stand out in 2026. They explore why great marketing starts with making patients feel seen, not simply telling them how qualified you are.

Alexa breaks down emotional selling, identifying your primary audience, creating a website that functions like a pre sales conversation, and designing for both quick decision makers and analytical buyers. They also dive into using AI to develop your brand voice, write better content, build websites, and even create an AI twin that helps you show up consistently without constantly being on camera.

Key Takeaways

• Patients buy outcomes, not services. Effective healthcare marketing speaks to the emotional problem behind what a patient is experiencing so they immediately recognize that your practice understands them.
• Your website should operate like a sales conversation. Strategic messaging, clear positioning, intentional calls to action, and a series of small “yeses” can pre sell prospective patients before they ever contact your practice.
• Your personal brand matters, but your patient should remain the focus. Establish your expertise and personality without making the homepage a résumé about your education, credentials, and accomplishments.
• AI works best when you give it your ideas instead of asking it to invent them. Detailed prompting, voice training, AI assisted website building, and tools like AI twins can make marketing faster while still preserving the perspective that makes your brand unique.

Guest Bio

Alexa Torres is a creative director and branding strategist who has built more than 200 brands and websites since beginning her career in 2009. After shifting her focus exclusively to healthcare in 2016, Alexa and her team have helped more than 100 health entrepreneurs transform their ideas into magnetic brands that attract ideal patients, communicate their value clearly, and inspire action. Through her branding agency, Care Identity, and educational platform, The Clinician’s Atelier, she helps healthcare entrepreneurs strengthen their branding, websites, messaging, and marketing while leveraging emerging AI tools to work more efficiently.

For ways to work with Alexa, visit The Kliˈnishen's Atelier

Follow Alexa on Instagram

Resources:

Find all things Dr. Lauryn B including ways to work with her

Follow Dr. Lauryn: Instagram | Facebook | LinkedIn

Follow She Slays on YouTube

Mentioned in this episode:

Clinic Mind

Clinic Mind is the all-in-one EHR and practice management platform built for chiropractors — billing, documentation, scheduling, and patient follow-up in one place, whether you run a cash practice, take insurance, or are scaling to multiple locations. She Slays the Day listeners get an exclusive offer.

Clinic Mind

INSiGHT CLA

This episode is brought to you by the INSiGHT scanning system from CLA, the tool that helps chiropractors show patients objective neurological data so the value of care becomes clear, fueling conversion, retention, and growth. She Slays listeners get preferred pricing, affordable financing, and a free Getting Into Scanning guide.

CLA (Current)

Holistic Marketing Hub

This episode is sponsored by Holistic Marketing Hub. Created by marketing strategist Molly Cahill, it's a proven Instagram system with a 500+ caption content library and a step-by-step curriculum that's helped 400+ chiropractors, acupuncturists, and other health pros fill their practices with right-fit patients. Enroll Now!

Holistic Marketing Hub

Rich Doc Playbook

Let's be honest. We've all been given the same playbook. Go to grad school. Become a great doctor. Open a clinic. Help enough people. Work hard. Build a successful practice. Make plenty of money. Be happy. That was the promise. Yet here you are. Maybe your clinic is thriving. Maybe you're still trying to get it off the ground. Either way, there's a good chance you're chasing the same thing almost every healthcare entrepreneur is chasing: the belief that the next milestone will finally make everything click. The Rich Doc Playbook was created to challenge that assumption. Not because building a successful clinic isn't important, but because we believe there's a bigger conversation our profession isn't having.

Rich Doc Playbook

Do you actually know why you do what you do, or have you just gotten really good at describing what you do? Most personality assessments explain how you behave, but Dr. Gary Sanchez believes the deeper question is what fundamentally drives you. In this episode, Dr. Lauryn explores the WHY.os framework and discovers just how clearly knowing your WHY, HOW, and WHAT can explain your career, leadership style, relationships, and business decisions.

Dr. Gary breaks down the nine WHYs, walks through Lauryn’s personal operating system, and shows how this framework can transform everything from marketing to hiring. They discuss finding the right people for the right roles, why misalignment can look like burnout, how your WHY shapes your ideal clients, and why understanding your team’s motivations could make hiring and leadership dramatically easier.

Key Takeaways

• Start with who, then what. Understanding the motivation behind how you operate can bring clarity to your career, leadership style, personal brand, and the work that actually gives you energy.
• Your WHY can sharpen your marketing. When you clearly articulate what you believe and why you do what you do, you can attract patients and clients who share those beliefs instead of competing primarily on price or services.
• Hiring is about alignment, not just qualifications. Mapping a team’s WHY, HOW, and WHAT can help practice owners identify whether people are in roles that naturally fit how they think, work, and contribute.
• Different motivations belong in different seats. The traits that make someone exceptional at challenging the status quo, building trust, simplifying systems, solving problems, or contributing to others may make them perfect for one role and miserable in another.

Guest Bio

Dr. Gary Sanchez, also known as “Dr. WHY,” is the founder and CEO of the WHY Institute and creator of the WHY Discovery and WHY.os framework. A former dentist who practiced for 32 years, Dr. Gary turned his fascination with purpose and human motivation into a system designed to help individuals and teams understand the WHY, HOW, and WHAT behind the way they operate. Today, he is an international speaker, author, inventor, and thought leader whose work helps leaders, businesses, and individuals gain greater clarity around their strengths, relationships, careers, messaging, and purpose.

She Slays listeners can get The Why Discovery for free (normally $47) by visiting this link.

Follow Dr. Gary on Instagram

Learn more about The Why Institute and all their resources and programs

Resources:

Find all things Dr. Lauryn B including ways to work with her

Follow Dr. Lauryn: Instagram | Facebook | LinkedIn

Follow She Slays on YouTube

Mentioned in this episode:

Rich Doc Playbook

Let's be honest. We've all been given the same playbook. Go to grad school. Become a great doctor. Open a clinic. Help enough people. Work hard. Build a successful practice. Make plenty of money. Be happy. That was the promise. Yet here you are. Maybe your clinic is thriving. Maybe you're still trying to get it off the ground. Either way, there's a good chance you're chasing the same thing almost every healthcare entrepreneur is chasing: the belief that the next milestone will finally make everything click. The Rich Doc Playbook was created to challenge that assumption. Not because building a successful clinic isn't important, but because we believe there's a bigger conversation our profession isn't having.

Rich Doc Playbook

INSiGHT CLA

This episode is brought to you by the INSiGHT scanning system from CLA, the tool that helps chiropractors show patients objective neurological data so the value of care becomes clear, fueling conversion, retention, and growth. She Slays listeners get preferred pricing, affordable financing, and a free Getting Into Scanning guide.

CLA (Current)

Holistic Marketing Hub

This episode is sponsored by Holistic Marketing Hub. Created by marketing strategist Molly Cahill, it's a proven Instagram system with a 500+ caption content library and a step-by-step curriculum that's helped 400+ chiropractors, acupuncturists, and other health pros fill their practices with right-fit patients. Enroll Now!

Holistic Marketing Hub

Clinic Mind

Clinic Mind is the all-in-one EHR and practice management platform built for chiropractors — billing, documentation, scheduling, and patient follow-up in one place, whether you run a cash practice, take insurance, or are scaling to multiple locations. She Slays the Day listeners get an exclusive offer.

Clinic Mind

What if breaking the seven figure ceiling has less to do with working harder and more to do with completely changing how your practice grows? Many clinic owners hit a point where more patients, longer hours, and more personal effort simply create more exhaustion. In this episode, Dr. Lauryn sits down with Allison Maslan to explore what actually has to change when your own capacity becomes the bottleneck.

They unpack scalable business models that can help practice owners grow without trading more time for money, including building a team of providers, creating recurring revenue, and acquiring other practices. Allison also explains why owners often wait too long to hire support, how to develop employees into strategic thinkers instead of task takers, why creativity matters in scaling, and how mindset and leadership must evolve alongside your business.

Key Takeaways

• Scaling requires leverage, not simply more volume. If your growth plan is based entirely on seeing more patients yourself, your personal capacity eventually becomes the ceiling of the business.
• Build a team that multiplies the business. Hiring support earlier, empowering employees to think strategically, and developing other providers allows the practice to grow beyond what the owner can personally produce.
• Look beyond the traditional chiropractic business model. Memberships, recurring revenue, ancillary services, multiple locations, and practice acquisitions can create new paths to growth without requiring the owner to work more hours.
• Your leadership and mindset must scale too. Breaking through a revenue plateau requires strategic execution, bigger thinking, creativity, delegation, and a willingness to stop controlling every part of the business yourself.

Guest Bio

Allison Maslan is a Wall Street Journal bestselling author, CEO of Pinnacle Global Network, and business scaling mentor who has built ten successful companies over more than four decades. Through Pinnacle Global Network, she works with CEOs and leadership teams to break through growth plateaus and build companies that can thrive without depending entirely on their founders. She is the author of Scale or Fail and creator of the SCALEit Method, which combines strategic planning, leadership, team development, marketing, sales, cash flow, and mindset to help entrepreneurs multiply their growth, impact, and freedom.

Learn more about Allison, Pinnacle Global Network, and how to work with her and her team by visiting their website.

Follow Allison on Instagram

Get your free copy of Scale Or Fail, Allison’s best selling book, by visiting here.

Resources:

Find all things Dr. Lauryn B including ways to work with her

Follow Dr. Lauryn: Instagram | Facebook | LinkedIn

Follow She Slays on YouTube

Mentioned in this episode:

Holistic Marketing Hub

This episode is sponsored by Holistic Marketing Hub. Created by marketing strategist Molly Cahill, it's a proven Instagram system with a 500+ caption content library and a step-by-step curriculum that's helped 400+ chiropractors, acupuncturists, and other health pros fill their practices with right-fit patients. Enroll Now!

Holistic Marketing Hub

Clinic Mind

Clinic Mind is the all-in-one EHR and practice management platform built for chiropractors — billing, documentation, scheduling, and patient follow-up in one place, whether you run a cash practice, take insurance, or are scaling to multiple locations. She Slays the Day listeners get an exclusive offer.

Clinic Mind

INSiGHT CLA

This episode is brought to you by the INSiGHT scanning system from CLA, the tool that helps chiropractors show patients objective neurological data so the value of care becomes clear, fueling conversion, retention, and growth. She Slays listeners get preferred pricing, affordable financing, and a free Getting Into Scanning guide.

CLA (Current)

Rich Doc Playbook

Let's be honest. We've all been given the same playbook. Go to grad school. Become a great doctor. Open a clinic. Help enough people. Work hard. Build a successful practice. Make plenty of money. Be happy. That was the promise. Yet here you are. Maybe your clinic is thriving. Maybe you're still trying to get it off the ground. Either way, there's a good chance you're chasing the same thing almost every healthcare entrepreneur is chasing: the belief that the next milestone will finally make everything click. The Rich Doc Playbook was created to challenge that assumption. Not because building a successful clinic isn't important, but because we believe there's a bigger conversation our profession isn't having.

Rich Doc Playbook