The Real Reason Your Chiro Practice Is Falling Behind (It's How You Use AI)

Marketing and AI Strategy

• AI as a leverage tool, not a lazy shortcut. Dr. Woolner believes many practitioners mistakenly use AI for "abdication" or as a "license to be lazy." Instead, he views it as an
  augmentation tool to help you "work harder and smarter" and increase output.
• The four-step AI framework. Dr. Woolner presents a framework for leveraging AI:

1. Brand Identity: Use AI to establish a clear mission, vision, purpose, and core values that attract the right team and patients. This creates a "human-to-human connection" that AI cannot replace.
2. Aggregation: Use AI as a research tool to conduct a SWOT analysis of your market, identify strategic partnership opportunities, and stay on top of the latest research in your niche.
3. Curation: Become a "solutions curator" by having AI synthesize the data you've aggregated into a compelling, branded solution for a big problem, rather than selling a single modality.
4. Creation: Use AI to assist with creating the materials to voice your solution, such as pricing, packaging, and marketing content.

• Build a "hybrid" marketing strategy. The future of marketing is a blend of direct response and brand-based strategies. Dr. Woolner recommends a foundational layer of
  Google pay-per-click, which is a scalable, set-it-and-forget-it system. This should be layered with niche-specific content marketing on social media platforms and long-form content, such as a local podcast, to build your brand and position you as a relevant, trusted resource.

Business and Growth Principles

• Solve a deep, meaningful problem. The key to a high-ticket offer is to solve a problem that goes beyond a patient's immediate complaint, such as low back pain. Dr. Woolner suggests asking patients about their goals and how their problem is interfering with their job, hobbies, or relationships to uncover a deeper, more valuable problem that they are willing to pay more to solve.
• Remove constraints to unlock creativity. When creating new solutions, Dr. Woolner advises starting from a place of "limitless possibilities" without any constraints on time, resources, or money. This "divergent thinking" can lead to innovative ideas that you may have otherwise prematurely dismissed. Once you have a comprehensive list of ideas, you can then begin to "prune and refine" them with real-world constraints.
• "In the absence of value, cost is the only consideration." To move beyond being a commodity and competing on price, you must provide more value. By consistently providing valuable, useful, and relevant content, you can increase your positioning and attract serious patients who are already pre-sold on your solutions.

The Hypocrisy in Chiropractic

• Align your business philosophy with your health philosophy. Dr. Woolner believes a significant hypocrisy in chiropractic is that practitioners preach that health comes from within but then look for "outside-in" approaches and "magic bullets" to fix their business. Just as the body has an innate intelligence to heal itself, a practice's health and vitality must be built from the inside out through strategic systems, leadership, and a clear vision. This avoids "abdication" and empowers the practitioner to build a sustainable business.