Welcome to DC2Be Revolution. Helping chiropractic students think big in order to live large. I’m your host Noah Volz. I'm here with Dr. Blake Kalkstein. He did his chiropractic residency at the world-renowned Walter Reed Military Medical Hospital in Bethesda Maryland. Where he spent time working with soldiers and helping them recover from back and neck pain as well as other injuries sustained during war. Now he's a chiropractor at Adolph and Kalkstein chiropractic and the creator of Chiro spark.
Noah: You are going to be speaking at the Forward Thinking Chiropractic Alliance conference in June and so I wonder if you could share with students what you’re going to be presenting on at that conference.
Dr. Kalkstein: Dr. Maybee invited me to be the Social media presenter. I think what I'll be taking about, I haven’t really narrowed down the exact details of what my presentation is going to be, but what I want it to be is a way that current chiropractors can use social media efficiently and effectively to build their practice. We have been using Facebook and YouTube to basically explode our practice. I’ve only been in practice four years and when I first started working with my dad, he's the other chiropractor, in a busy month we were having 45 new patients. In November we had 183 new patients. I won't settle for anything under 200 in 2019. I want to take what we’ve done and distill down what works for us and make it available for other chiropractors. That's what I think I'm going to teach.
I’m trying to figure out how can I teach what we do well to grow our practice, so new students who aren't even in out of school yet can learn from us. The can learn how do you start creating content, how do you put yourself out there on video, and how do you capitalize on Google and YouTube. Because YouTube is the second largest search engine in the world next to Google and Google owns YouTube. So there's some awesome stuff you can do to get yourself out there with SEO and showing the world what you're awesome at and showing the world what you're passionate about.
Noah: You’re definitely among giants, there's allot of really great speakers. From your perspective how has your YouTube and Face book strategy changed over time?
Dr. Kalkstein: When I graduated I did everything they taught us in school for my marketing. I did spinal screenings at health fairs and stuff like that and I hated it. I hated doing that stuff because it felt cheesy and it felt cheap. If you're a good sales person it works for those people, but it didn’t work for me. I went to a mastermind group with my dad which was entitled “how to hire an Associate so you can focus on building your practice and the associates can do all adjusting.” My dad and I went. One thing we learned was how to do marketing. I started doing video testimonials. I started doing treatment videos. I did a running video series called from the ground up. It was a running video series where I gave away running exercises and we started from the ankle we worked our way up. I was probably getting like 40 or 50 views. I wasn't getting a lot of views and it took a lot of pushing. Putting all those videos on a landing page and pushing people to a testimonial landing page and then getting them to sign up for a free consultation. None of that worked, but I kept with it and at one point I was doing a video a day, five days a week. They were either value-driven or patient care and it was good for a while and then I took break from it. When I went back to it I settled on two or three videos a week. Monday, Wednesday, and Friday depending on holidays. Eventually, people would be like “you're my top three favorite chiropractors to watch online.”
This happened the same time that we started really using Facebook ads. On our new patient form people starting saying they heard about us on YouTube. I was like, I'm just going to keep doing this because it doesn't cost any money and then this year we had a video that was called “Chiropractor in Towson cracks every joint” or something and it got picked up by a bunch of social media sites and it's got like 20 million views. My office exploded in one day and people were emailing me from Italy asking when I was coming and I would thank them for watching the channel. It's evolved from there.
We've got 40,000 subscribers, we're at 10 million views, and we’re continuing to put out content daily. We see 40 plus new patients from YouTube every month and we created an exercise program we're going to sell online exclusively through the YouTube channel. I'm teaching my staff online marketing through it. So, it's a really cool way for me to interact with my staff besides me working with them on patient care.
Exposing them to online marketing ideas, email marketing and creating online programs. We're going to split the proceeds from that with them and then I'm going to promote them as the coach for the program. They’ll make the majority of the money from the sales. I’ll get 10% and they’ll get 90%. I'm going to teach them about Facebook ads and that’s where this is evolving. We are learning how we can provide value to our community and make a living off of it.
We're doing well and we are still climbing. When I started the year I had 5000 subscribers on my YouTube channel and I said my goal is to have 10,000. This is before my video went big and in one month we had 10,000 subscribers. A lot of people think it just happens overnight, but you just got to keep working at it.
Create content like no one's watching it. You just continue to do it and that's the biggest thing. People have this new idea, they want to implement this new thing and they do it for two days or two weeks and for two months and then they stop. I didn’t stop and look where it is now! Things are blowing up and I’m encouraged. In school find out what you’re passionate about. While you're in school you’ve got all this energy. You’ve got all this fire. You want to take care of people. Find what you're passionate about and film it because I think video is the way to go. Video is so powerful right now, it's powerful on Facebook, and it’s powerful on YouTube. When you're passionate about something film it and people will be attracted to you. Build a following like Dr. Josh Axe. He started with YouTube, he created a following and now look at him he's almost at 500,000 subscribers.
Noah: There's a lot of people watching your YouTube videos, many of those people decide to become a patient so you know what you think is happening in people's brains when they are exposed to your YouTube content to make them want to come see you.
Dr. Kalkstein: The way we run our YouTube videos is that we do some key things that help it with SEO. If you were to Google Towson chiropractor you would see two of my videos pop up on the first page of Google so I'm out ranking other people's websites with just my video. One thing that is important is the tags and then when you upload a video naming the title of your video the name of the file and then the first three sentences of your description having a lot of keywords for your area in there is important. Lastly, transcribing or captioning your YouTube video. So those three or four things really generate a lot of good SEO so when people Google for a chiropractor in Towson they see us. If they click on one of my videos they get lost in YouTube.
We have a lot of content out there so when you click on one of my videos on the sidebar there's six more videos that are done by me so you can get lost in that. Video is very powerful so if you see video on the first page of Google everyone clicks on the video right away.
That's the first thing from a marketing standpoint. The patients here say they feel like they know me because of my videos. They say “my back just needed to crack and I didn't know where to go and I just looked up cracking back videos and I saw that you were in my area.” That’s one way they find us and the second way that they find us is “I didn't know chiropractors could help with that” and so a lot of the videos we do is extremity adjusting, rehab, working with pinched nerves, I'm just going to call it that because that's what everyone calls it. We're demystifying what we do. We're showing what we're experts at.
When they get here they feel like they already know me. They see me adjusting and interacting with my staff. They’re coming in for care because they know we are the clinic to go see. Because why else would we be making YouTube videos and be successful at it.
It didn't cost me anything besides my time to upload the YouTube video so in my mind that's free, that's a hundred percent ROI. We educate that one adjustment is not going to fix every problem, but that goes into patient care. The big three things that bring people in. They see us on the first page of Google, they haven’t got results with someone else, and they look up a cracking adjustment cuz that's what everybody calls it. They learn that we can help them with those things. My best friend from Chiropractic College lives in Texas. They searched for dry needling and my video pops up. It can impact many people across the globe who really need it.
Noah: Thanks for laying out the SEO components and the keywords and how you're doing that. Regardless of what your videos are talking about or if the person has that specific condition people are getting to know you. They're getting to see what they can expect, so that it's not mysterious and it's not scary.
Dr. Kalkstein: You want to build trust with your community before they come in to see you. Docs get flustered when you talk about selling things. We're selling. We're providing a product people want to buy. You may be a great chiropractor, but if you've got a terrible bedside manner they're not going to stick around. There's plenty of options out there. It's the same with any profession. You can be a great mechanic but if you're a jerk I'm not going to go to you. There's great mechanics everywhere.
It's the same thing with back surgeons, there's four great spinal surgeons in our area that we work with. Some people see one of them and he was a jerk and I came over to see you for a second opinion. I’ll tell them that it still might be a good idea to have a conversation with a surgeon, but we will facilitate your recovery with recommendations. They thank us for sending them to see someone who was so nice and kind who gave me the best options. He said stick with chiropractic care and if it's not better in a couple months we'll revisit it. It’s a win win for the patient. We'll co-manage care with the surgeon and it will be transparent.
Also, be yourself on camera or if you're writing, because people will be attracted to that. Be kind, be genuine, and be honest. That's attractive to people. Don't be condescending. Don't be all high and mighty just because you're a chiropractor and you help people without drugs and surgery. We can't help everybody and be honest with that. Show your failure, show your successes, show people being afraid to get adjusted and how you how you manage that. Talk about what people's fears are and address those things. We’ve done all those things in our videos.
Noah: I feel like the public's trust has not been adequately dealt with. I feel like a lot of people have put implicit trust into their health care providers and have not received the benefits that they should have received through that. You're actually instilling that trust for them, but also for the broader profession of chiropractic.
Dr. Kalkstein: We're the chiropractor for Baltimore’s professional baseball team. I can't say their actual name because we don't pay MLB to be the official chiropractor of the baseball team. We work with the team, with the athletes in conjunction with a GP, a PT, athletic trainers and more. I feel like the patients should be the same way. I'm going to work well with the PT’s and sending patients back and forth. I want to involve everyone I can. It's just a nice way to take care of someone.
Noah: There is this movement towards a more interdisciplinary approach to people that promotes cross-pollination between different professionals. What do you see as the big trends in chiropractic that students need to be aware of right now?
Dr. Kalkstein: I'm going to be honest, I'm not paying attention to what's happening out there. My focus is on who's walking in my door. I want to influence the people around me for the better by improving their function in their life. I think of it like a ripple. If I can impact the people around me it can spread. So personally I'm not paying attention to the trends in healthcare because that's going to change where my focus is. Someone told me if you split your focus, you're going to split your paycheck. If I can impact that then my circle is growing because people know about me and I'm putting myself out there to be known so hopefully I am impacting people in a healthier way. Hopefully I’m inspiring them to seek out more evidence-based care because that's what we do here. I think more young people are actively looking to improve their health. A lot of young people are hurting earlier and they're looking to improve themselves.
The trends start with the patient doctor interaction and over thousands and thousands of those interactions that's how the trend expands outwards. Eventually instead of looking outside in on the trend I hope that I am creating the trend because my circle of influence is so big.
I want to continue to provide value for my community, for the people in my office and for the people who watch our channel. I want to under promise and I want to over deliver and let that value spread for itself. I want to share with my community.
I got 67 requests from all over the world for a chiropractor from my most watched video. I sent out 67 referrals to other chiropractors just from that one video. Not everyone liked what I was doing. People were talking a lot of shit in different facebook groups. I'm doing something that they don't like but it helped 67 chiropractors and it helped 67 people find health. Sometimes chiropractors can be mean and I know many students are aware of that.
Noah: We're definitely aware of that and thank you for sharing. At least you were getting some feedback.
Dr. Kalkstein: For new students and new docs you need to know what your goals are with online marketing. Then narrow it down. There's riches in niches. Find what you're good at and focus on that and then make that your content strategy. As you create content find ways to use that content in multiple ways. As you get closer to the end of school please find what you're passionate about. Find what motivates you. Find out who you like to take care of. Who's your ideal patient? Do you like to treat runners? Do you like to treat pregnant people? Figure out what you are good at and who you like taking care of and talk about it, share it with the world. Demonstrate that you're the expert in your field. You may be a new doctor, but you've got three and a half years of good education under your belt. You've already helped a bunch of people in clinic with your mentor. If you need help creating content or figuring out what stuff to use or how to get your YouTube out there, message me. I'm going to help you because I want you to succeed. Start making two types of videos. The first one you should be doing is providing value. Give it all away. Give away the stretches, give away the exercises, give away the diet tips, and the the lifestyle stuff. Give it all away because it's valuable and everything's value driven. The second video demonstrates that you're an expert in your field. Demonstrate your technique and your rehab exercises on a willing patient. Have that patient talk about how much they've gotten better so you can do a testimony video. Do this on Facebook or YouTube. As long as you are consistent.
Noah: Well, thank you for being willing to share and helping create a higher utilization of chiropractic.
Writing with originality, generosity, compassion and purpose, Dr. Noah Volz imparts valuable lessons in an entertaining, engaging and snappy way―backed by a wealth of experience. As an author, chiropractor, and entrepreneur, he has started and run multiple companies and has been the host of the DC2Be Revolution YouTube channel and podcast.