Dr. Matt Hill interviews Kristina Ebel, co-founder of PX & PWC, on building a scalable, parent-focused marketing system for pediatric and perinatal chiropractic practices. Kristina explains that effective marketing is every patient touchpoint—from social media "window shopping" and branding consistency to the first call, follow-up, in-office environment, and community events—all aimed at building trust and certainty for parents. 

They discuss balancing personality-driven content with education, why views matter less than action, and how consistent systems let the whole team carry marketing—not just the doctor. Kristina also outlines the PX Marketing Engine, a tool aligning attract, nurture, wellness, and reactivation content with clinical care.

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Links & Resources: 

LEARN MORE ABOUT THE PX MARKETING ENGINE 

FREE PX Trainings

• The Proven Path to a Thriving Family Practice
• How Data-Driven Chiros Are Dominating with Today's Parents
• The NeuroAGE of Perinatal Chiropractic is Here

Join 1,000+ Docs in the PX Membership 

Attend a Neuro-Tonal Certification & Adjusting Seminar (20 CEs!)

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Key Moments: 

02:53 Mom First Marketer Later

05:16 Branding That Matches

08:22 Marketing Is Touchpoints

10:42 Pick Channels Wisely

14:18 Long Form Converts

22:35 Team Lift Marketing

26:05 Content Builds Certainty

35:21 Inside PX Marketing Engine

39:36 Marketing Mindset Advice

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Dr. Tony Ebel frames this Family Practice Podcast episode as a clinical training on neurologically focused, subluxation-based “neurotonal” chiropractic care for adults, emphasizing lifetime care rather than short-term pain relief, maintenance-only plans, or purely X-ray–driven corrective care. Dr. Tony explains three stages of neurological dysfunction and says most adults present in exhaustion (“wound up but worn out”). He contrasts aggressive structural correction, which can improve X-rays but temporarily worsen HRV/EMG in depleted patients, with a sequenced neurotonal approach using varied forces to release tension, reorganize, and recharge exhaustion so scans, symptoms, and structure improve progressively.

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Links & Resources: 

FREE PX Trainings

• The Proven Path to a Thriving Family Practice
• How Data-Driven Chiros Are Dominating with Today's Parents

Join 1,000+ Docs in the PX Membership 

Attend a Neuro-Tonal Certification & Adjusting Seminar (20 CEs!)

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Key Moments: 

01:58 Adults Need Neurotonal Care

05:06 Three Stages of Dysfunction

06:38 Wound Up But Worn Out

10:33 Corrective Care vs Neurotonal

18:42 Neurotonal Adjusting Sequence

22:34 Care Plans and Patient Wins

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Dr. Allie Wright continues the pregnancy series by focusing on third-trimester and birth communication. Dr. Allie outlines changes to education to expand goals beyond pain and pelvic alignment into co-regulation and gas-and-brake nervous system patterns in birth to promote adaptability for unpredictable outcomes.

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Links & Resources: 

THE PERINATAL EXPERIENCE

FREE PX Trainings

• The Proven Path to a Thriving Family Practice
• How Data-Driven Chiros Are Dominating with Today's Parents
• The NeuroAGE of Perinatal Chiropractic is Here

Join 1,000+ Docs in the PX Membership 

Attend a Neuro-Tonal Certification & Adjusting Seminar (20 CEs!)

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Key Moments: 

01:09 Third Trimester Focus

02:04 Why Moms Switch

10:08 Day One Nervous System

10:59 Scans And Goals

16:27 Care Plan Through Postpartum

19:17 Gas And Brake In Birth

23:50 Polyvagal And Resilience

26:31 Stop Pain Based Planning

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Dr. Allie Wright interviews Dr. Sam Grimes of Foundations Chiropractic in Wisconsin on how becoming a mom reshaped her communication with moms in practice. Dr. Sam shares her shift from a pain-based model to pediatrics and perinatal care after two difficult births, and how her daughter Wren's seizures resolved quickly once INSiGHT scans revealed a C1 to C2 pattern, prompting her to go all-in on PX and neurotonal care. She covers addressing shame around birth outcomes, leading consults by listening first, building hope through neuroplasticity and co-regulation, and the team systems that keep goals and wins on track while balancing ownership with family life.

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Links & Resources: 

Foundations Chiropractic: 

FREE PX Trainings

• The Proven Path to a Thriving Family Practice
• How Data-Driven Chiros Are Dominating with Today's Parents
• The NeuroAGE of Perinatal Chiropractic is Here

Join 1,000+ Docs in the PX Membership 

Attend a Neuro-Tonal Certification & Adjusting Seminar (20 CEs!)

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Key Moments: 

1:11 Meet Dr. Sam
3:45 From Pain to Peds
9:15 Finding PX Answers
10:14 Seizures Stop Fast
13:19 Day One Consult Hope
16:05 Better Intake Questions
25:47 Mom Story Builds Trust
39:47 They Need Someone Who Cares

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Follow [Host] on Instagram

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Dr. Tony Ebel introduces the Family Practice Podcast and answers a chiropractic student’s question about whether a pediatric and family, subluxation-based cash practice needs to add decompression and shockwave to be financially viable. He explains why many practices add these services. He argues a true family practice doesn’t need them because it benefits from low-cost referrals, lower lead acquisition costs, high retention, and monthly recurring revenue from long-term family wellness plans. He invites listeners interested in converting models to his Pain to Peds program and a free webinar.

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Links & Resources: 

PAIN TO PEDS Program

FREE PX Trainings

• The Proven Path to a Thriving Family Practice
• How Data-Driven Chiros Are Dominating with Today's Parents
• The NeuroAGE of Perinatal Chiropractic is Here

Join 1,000+ Docs in the PX Membership 

Attend a Neuro-Tonal Certification & Adjusting Seminar (20 CEs!)

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Key Moments: 

01:08 Student DM Dilemma

05:01 Family Practice Math

11:44 Marketing Cost Reality

14:36 Purpose Over Profit

19:49 Retention And MRR

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Dr. Tony Ebel delivers a MAHA update from inside the Chiropractic MAHA Hub, the historic alignment between the ICA, the ACA, and MAHA leadership turning decades of division into real, funded momentum. He breaks down the early wins already in motion, the Medicare Modernization Bill, VA access for veterans, research funding, reimbursement, and equity, and the message he delivered himself in DC: nervous system first, subluxation-based care first, pediatric and family chiropractic first. The reception from policymakers was strong, including interest in funding research. Tony calls on the profession to stop sitting on the sidelines, donate, contact legislators, and help make chiropractic the first call for families, not the last.

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Links & Resources: 

Donate to the mission: http://go.mahaaction.org/PX-Docs

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Key Moments: 

01:06 MAHA Update Begins

02:12 Why Unity Matters

04:09 Call to Action Donate

06:32 Backstory Joining MAHA

09:50 DC Meeting Medicare Push

13:01 Hub Initiatives Strategy

16:14 Nervous System Takes Stage

17:55 PX Membership Break

19:24 Tony's MAHA Presentation

26:10 Big Wins and Gratitude

28:52 Links Next Steps Closing

31:42 Final Rallying Cry

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Maybe you're not stuck because you need another marketing funnel. You're stuck because you're still doing the CA's job. Dr. Matt Hill sits down with Sadie Smith — office manager at Living Water Chiropractic and PX team member — for the conversation every maxed-out doc needs. Sadie went from part-time CA to running the entire operations side of a practice that scaled past 1,000 visits a week. In this episode, she breaks down the systems Living Water handed off first (hint: it's not what you think), the culture shift that made delegation stick, and why "Don't Bother the Bersanis" became the phrase that changed everything

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Links & Resources: 

FREE PX Trainings

• The Proven Path to a Thriving Family Practice
• How Data-Driven Chiros Are Dominating with Today's Parents
• The NeuroAGE of Perinatal Chiropractic is Here

Join 1,000+ Docs in the PX Membership 

Attend a Neuro-Tonal Certification & Adjusting Seminar (20 CEs!)

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Key Moments: 

2:00 Sadie's origin story, patient, to CA, to office manager

11:00 The ceiling every practice hits before they bring on operational leadership

14:00 "Don't bother the Bersanis," how one phrase reset the whole team's decision-making

20:00 Working Genius and why culture change starts with naming the gap

28:00 The case for taking everything else off the doctor’s plate first

29:00 Scanning: the first system every growing practice should hand off

38:00 Switching EHRs without stopping the practice, how Sadie led the project the Bersanis didn't have bandwidth for

41:00 The Italy test, what happens when the docs fully step back

45:00 Sadie's encouragement for docs and CAs who feel stuck in the mud

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Subscribe to our YouTube channel.

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Dr. Tony Ebel introduces the Family Practice Podcast and teaches a four-part framework to evaluate a chiropractic family practice in a specific order: (1) clinical results (“miracle metrics”) as the foundation, emphasizing measurable transformations, strong outcomes for babies and complex cases, and how results drive referrals, retention, compliance, and pricing; (2) patient experience/NPS tracked via “page two” progress questionnaires, with sample survey questions and reported high ratings, plus the role of team, technology, and automation in convenience and education; (3) business scoreboards and financial KPIs, highlighting care plan compliance as a key overlooked metric tied to outcomes and profitability; and (4) longevity, scalability, and sellability, including monthly recurring revenue, reducing key-person dependency, and building systems so the practice can run without the owner while preserving purpose.

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Links & Resources: 

FREE PX Trainings

• The Proven Path to a Thriving Family Practice
• How Data-Driven Chiros Are Dominating with Today's Parents
• The NeuroAGE of Perinatal Chiropractic is Here

Join 1,000+ Docs in the PX Membership 

Attend a Neuro-Tonal Certification & Adjusting Seminar (20 CEs!)

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Key Moments: 

01:08 Four Part Evaluation

06:05 Part One Clinical Results

15:51 Part Two Patient Experience

26:45 Part Three Scoreboards

34:36 Part Four Sellable Practice

40:34 Freedom And Focus

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Dr. Allie Wright explains why the second trimester matters clinically and in communication. She reviews how nutrition to the baby shifts and how stress hormones and emotions can play a huge part in the future health of the child. She connects maternal stress to fetal nervous system development, temperament, immune/allergy risk, and gut microbiome transmission, arguing chiropractors should focus on nervous system regulation and appropriate care plans rather than only pain relief or supplements. Look to The Perinatal Experience for more information.

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Links & Resources: 

THE PERINATAL EXPERIENCE

FREE PX Trainings

• The Proven Path to a Thriving Family Practice
• How Data-Driven Chiros Are Dominating with Today's Parents
• The NeuroAGE of Perinatal Chiropractic is Here

Join 1,000+ Docs in the PX Membership 

Attend a Neuro-Tonal Certification & Adjusting Seminar (20 CEs!)

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Key Moments: 

01:55 Second Trimester Overview

06:23 Placenta and Epigenetics

12:04 Nervous System Care Plans

14:26 Gut Microbiome and Stress

16:42 Microbiome Immunity and Vagus

20:20 Maternal Stress Influences Baby

22:58 Baby Growth and Hormones

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Dr. Matt Hill introduces The Family Practice Podcast and argues day two conversion is largely decided before the report of findings even occurs! He outlines four pillars to improve conversion across the entire funnel: relatability (listening so parents feel “these are my people”), trust (earned firm belief through science and nervous system education), connection (linking day one history to scan findings and a forward plan), and authority (personalized and predictive care plans, including expected early “soft sign” changes like sleep, digestion, movement, and appetite).

------ 

Links & Resources: 

FREE PX Trainings

• The Proven Path to a Thriving Family Practice
• How Data-Driven Chiros Are Dominating with Today's Parents
• The NeuroAGE of Perinatal Chiropractic is Here

Join 1,000+ Docs in the PX Membership 

Attend a Neuro-Tonal Certification & Adjusting Seminar (20 CEs!)

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Key Moments: 

01:51 Day Two Conversion Myth

04:15 Four Pillars Overview

05:53 Pillar One Relatability

09:54 Pillar Two Trust

17:44 Pillar Three Connection

23:57 Pillar Four Authority

29:59 Apply Pillars Audit

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