Most chiropractors are barely scratching the surface of what AI can do. In this Chiropractic Deep Dive, we break down how clinic owners can move beyond using AI like a search engine and start treating it like a highly capable digital coworker. Discover practical ways to use AI for practice systems, staff training, marketing, website audits, content creation, project management, and more. You’ll also learn why giving AI the right context, defining the outcome you want, and organizing your work into dedicated projects can dramatically improve the quality of your results.
AI is changing the way chiropractic practices can operate, but simply opening ChatGPT and asking a few questions isn’t enough.
In this episode of the Chiropractic Deep Dive, we unpack strategies shared by Dr. Noel Lloyd and Dr. George Birnbach for turning AI into a powerful tool for the business side of your practice.
Inside the episode, you’ll discover:
The practices that learn how to properly train, organize, and manage these tools will be positioned to use AI for greater efficiency while keeping their human energy focused where it matters most: serving patients and building relationships.
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Want to explore how AI, better systems, and smarter strategies could help your chiropractic practice grow? Book a free call with Dr. Birnbach to discuss your practice and identify opportunities to improve efficiency and scale: https://myfivestar.com/book-consultation/
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Note: This episode was created using AI-generated voices.
[00:00:00] Most chiropractors right now are, um Well, they're basically actively hurting their own businesses by treating artificial intelligence like, you know, a slightly smarter Google search bar. Yeah, totally. It's like we're using this massive transformative technology just to ask it, uh, basic trivia questions.
Right. Or like writing really generic emails and completely missing the fact that it was designed to actually execute high-level projects for us. It really comes down to muscle memory. I mean, for 25 years we've been conditioned by the internet to type a phrase into a box, hit enter, and get a list of links back.
Oh, for sure. The old Google habit. Exactly. Right. So when a chiropractor logs into an AI interface today, they just, you know, naturally default to that same behavior. Yeah, which is crazy because they're sitting on a piece of technology that could fundamentally restructure their clinic's efficiency. Right.
But they're just using it as this, uh, digital handicap for web browsing. Well, anyway, welcome to the Chiropractic Deep Dive. This is a special part of the [00:01:00] Successful Chiro podcast, and it's brought to you by Five Star Management. We are super excited you're here with us. Definitely. And as a chiropractic consulting company, we, you know, speaking directly to you, our fellow members of the Five Star Management community, because we are just thrilled to bring you this specific breakdown today.
It's a really important one. It is. We're digging into an incredibly high-impact Zoom call that was led by Dr. Noel Lloyd, featuring some really expert teaching delivered by Dr. George Birnbach. So the central problem they tackle on this call is really the overwhelming speed of tech right now.
Oh, it's moving so fast. Right. It's moving so fast that a lot of clinic owners are just freezing up entirely. Yeah. They're slow to adapt, which means they're missing these massive opportunities to scale, they're wasting capital and, you know, making completely avoidable operational mistakes. And simply because the landscape shifted basically overnight.
So our mission today is to extract the exact solutions Dr. Noel Lloyd and Dr. George Birnbach laid out on that call. [00:02:00] We want to give you the real tactical stuff. Exactly. We're breaking down how to use AI to actually increase your productivity, find those hidden shortcuts, make more money, and ultimately, you know, help more patients.
But to stop feeling overwhelmed, we really have to tear down that search engine habit first. Yeah. We have to start treating AI like a highly capable coworker. Which requires understanding what you're actually interacting with. I mean, AI is not a search engine. Not at all. It's a toolbox. It contains over 900 distinct processing elements.
Wow, 900. That's wild. Yeah. And it doesn't possess human intuition, and honestly, it doesn't necessarily think better than you do, but it works infinitely faster. Right. It's about the speed. Exactly. Yeah. But to get that speed working in your favor, you have to give it a framework. Because if you don't provide a framework, the AI has to guess what your intent is.
And let me tell you, AI is notoriously terrible at guessing. It really is. Okay, let's unpack this for a second because it sounds like a chiropractor going out and [00:03:00] hiring a, you know, genius level clinic director. Oh, I like this analogy. Right. Like you're paying them a huge salary, but then you're locking them in a room without the clinic handbook and treating them like a human dictionary.
Exactly. Just asking them how to spell things. Yeah. If we don't give this new digital hire our practice's constitution, so to speak- They literally can't do their job They're flying blind. So how do we actually build that constitution? Well, you build it by giving the AI a dedicated library to draw from.
Hmm. On the Zoom call, they actually shared a brilliant case study from right inside Five Star Management. Oh yeah, this was so good. Right. Mm. They took Dr. Noel Lloyd's entire book, like all his philosophies and his specific methodologies, and they literally fed it all into a custom AI project library. So they basically digitized his brain.
Pretty much. Now, whenever they are strategizing or writing material- Yeah ... they can literally prompt the engine with, "What would Noel do?" That is so powerful. Yeah, because the AI [00:04:00] isn't pulling from the generic internet anymore. That is pulling exclusively from Dr. Lloyd's established clinical and business constitution.
So literally any clinic owner listening to us right now could do this. Oh, absolutely, 100%. You could just sit down, open up a voice-to-text app on your phone, and just talk for an hour about, um, your specific philosophy on subluxations. Or the exact phrasing you use during a report of findings. Exactly. You just talk about your core values, feed that transcript into the AI, and suddenly anything it writes for you sounds like it came straight out of your own mouth.
A- and here's the thing, you can actually choose the right tier of AI to process that specific information. Right, because not all AI is built the same. Not at all. Most people are using just the default level of ChatGPT, right? Which is basically like speaking to a librarian at the New York Public Library.
Okay, meaning they know a lot, but- But they're pulling from a vast, messy, and sometimes heavily flawed public internet. They hallucinate facts. Yeah, the [00:05:00] hallucinations are a real problem if you just use the free version for clinical stuff. Definitely. Then you move up to a level they refer to as Astra, which operates way more like a C-suite executive.
So it's a lot smarter. It works much deeper, analyzing complex data. But because it is doing so much heavy lifting, it burns through your daily computing credits incredibly fast. Gotcha. So it's powerful, but you can't just leave it running all day on tiny tasks. All right. And finally, there are the chat work environments.
These are explicitly designed to execute long-term projects and build comprehensive manuals for you over time, rather than just answering a single prompt. Okay, but knowing you need to treat AI like a highly capable coworker still leaves this massive problem, which is how do you actually tell it what to do?
Yeah, the prompting issue. Right. If you manage an AI the exact same way you manage a human, you know, by giving it vague directions, you're just gonna get garbage output. Garbage in, garbage out. Exactly. And this brings us to what Dr. Birnbach calls the Spice [00:06:00] Girls question, which I just love. It's all about engineering the final outcome.
It's so true Because the core failure in delegation, whether you're delegating to a human CA or to an AI, is managing the process instead of the outcome. Yeah. The Spice Girls question forces you to ask the AI, or really ask yourself, "Tell me what you want. What you really, really want." To tell me what you really, really want.
I can hear the song in my head right now. Right. But if you type, "Give me some social media content," into an AI- Yeah ... you've introduced way too many undefined variables. It's way too broad. Yeah. What platform is it for? Yeah. Who is the audience? What is the actual business goal? You're leaving the AI to guess, and like we established a minute ago, we really don't want it guessing.
Never let it guess. Instead, you have to be hyper-specific about the finish line. You have to say, "I want a patient with a herniated disc to call my office specifically asking for non-surgical spinal decompression." Boom they get the the outcome Right, and then you ask the AI to [00:07:00] build the model to actually generate that specific result Because by defining the problem and the desired result- Yeah
you basically give the AI a fenced in work zone Which keeps it from wandering off into internet nonsense. Exactly. And during the call, Dr. Birnbach proved how powerful this is by doing a live demonstration, which was wild. Oh, the social media manual. Yes. He built a 33-page social media video editing manual in less than 20 minutes And he didn't even need to know how to edit videos to do this Not at all.
He- He didn't need to know the technical keystrokes of video editing. He simply defined the final outcome he wanted and asked the AI to build the standard models Okay, wait, let's break that down, 'cause he used some specific acronyms there Yeah. He told it to define the KPM, KPI, and KPA for each step of the process I wanna pause on those acronyms because they are so crucial to how this actually works.
We're talking about key performance measurements, key performance indicators, and key performance actions Correct. So [00:08:00] measurements are the raw data, like, um, how many views a specific video got on Instagram Okay, just the flat numbers Right. Indicators though tell you if you're actually on track, like the percentage of those viewers who actually clicked the link in your bio Got it, and the actions Actions are the specific steps a staff member takes to improve those numbers, like changing the hook in the first three seconds of the video if the retention is low Oh, that makes so much sense.
So by prompting the AI to organize the manual using KPMs, KPIs, and KPAs, Dr. Birnbach essentially forced the machine to spit out a highly structured operational business document Exactly. Not just a block of generic text that says, "Post consistently." It gave him a real system But, you know, here's where I struggle with this a little bit Okay, what is it?
What if you're sitting at your desk, you're staring at a blank screen, and you don't even know the right questions to ask to get that herniated disc patient? Yeah, the blank page syndrome Exactly. What if you just don't know [00:09:00] enough about the topic to give the AI those specific variables in the first place?
That is such a common roadblock, but the fix is actually really simple. You just leverage the AI to fill in your own knowledge gaps Wait, how do you do that? You flip the dynamic If you don't know the parameters of the problem, you explicitly tell the AI, "Hey, I need to build the strongest possible opening for my new patient orientation class, but I don't know what variables you need to write this."
So you admit you don't know. Right. And then you say, "Interview me. Ask me one question at a time until you have enough information to generate the perfect script." Oh, wow. I love that. Yeah. Taking just 10 extra minutes on the front end to run this ready, aim, fire process defines all those floating variables.
You are literally forcing the machine to do the heavy lifting of figuring out its own prompt. Exactly. That is brilliant. Okay, so let's shift gears just a bit and look at how these strategies actually apply to the real world daily operations of a clinic. Oh, the live [00:10:00] tests they ran were amazing. Yeah.
They ran these live tests during the Zoom call that I found genuinely mind-blowing, starting with a clinic's website. Right. Dr. Birnbach used the public-facing URL of the Five Star Management website and just ran it through an AI browser extension. And he didn't have special developer access or back-end passwords or anything, right?
None of that. Sure. Just the public site. In minutes, the AI scraped the entire site and generated a full brand book, pulling all their specific hex color codes, typography, and fonts. Which would take a human designer, like, hours to document. Easily. And then it actually graded the site's structural health.
It gave it a five out of ten on overall SEO, a six point five on technical SEO, and a really weak three point five on its schema. Okay, so what does this actually mean for a practice owner who is listening right now? Well, it's huge. Basically, we can use AI to give our clinic's digital footprint a complete neurological exam.
Oh, I love that framing. Right. We are [00:11:00] finding the hidden asymptomatic subluxations in our digital marketing that we couldn't possibly see with the naked eye. Exactly. Like, we might look at our website and think it looks beautiful, but underneath, the nerve flow to the search engines is completely pinched off.
That is the perfect way to look at it, and the area where it's most frequently pinched off is that schema score we just mentioned. Which is critical for generative engine optimization, right? GEO. Yes, GEO. Traditional search engine optimization, SEO, was built for Google crawling pages to provide blue links.
The old way of searching. Right. But GEO is about optimizing for AI answer engines like Perplexity or Gemini, which are rapidly replacing traditional search. So how does schema fit into that? A schema is the structural code embedded in your website. Think of it as your website's license plate, or like its VIN number.
Okay, the VIN number. It tells these AI engines explicitly who you are, what specific medical services you provide, and your exact geographic [00:12:00] location. And if your schema is broken or missing- Then the AI engines can't read your license plate. Wow. Mm. Which means you could literally spend $10,000 on a gorgeous custom website with, you know, fancy drone footage of your clinic.
And nobody will find it. Exactly. If the AI can't read the VIN number, you are practically invisible to a new patient who is searching on their phone. It's terrifying. Mm-hmm. But it's true. And speaking of local visibility, they highlighted Google My Business as basically the single most overlooked tool in a clinic's marketing arsenal.
Oh, it is wildly underutilized. Yeah. Chiropractors will stress over writing thousand-word blog posts that absolutely no one reads- Mm ... while completely ignoring their Google My Business map listing. Yeah, and Google cares way more about the map listing. Oh, vastly more. Google prioritizes hyperlocal search above almost everything else right now, and they want to see weekly updates on that map listing.
So how do we fix it using AI? You can literally take your current listing, drop it into your AI, and say, [00:13:00] "Evaluate my portfolio against my top three local competitors and give me a checklist of exactly what I need to fix to rank number one in my specific ZIP Code." That is insane. We're taking the guesswork completely out of the equation.
100%. Another real world application they covered that just immediately made sense to me was auditing front desk phone calls. Oh, the phone audits are game changers. Because managing front desk staff is, like, one of the biggest friction points in a clinic. Nobody enjoys pulling a CA aside to tell them they sounded unenthusiastic or they botched the transition to booking the appointment.
Always feels so personal. Yeah, it creates emotional friction in the office. But now you can take the transcript of a recorded front desk call- Drop it into an AI project folder and just ask the AI to grade that specific call against the standard high-quality phone script you've already established in your constitution.
Right, the constitution we built earlier. Exactly. The AI objectively identifies where the staff member [00:14:00] missed a key transition or failed to answer a question properly. It completely removes the human bias. It's no longer the clinic owner nagging the CA. It's just an objective system pointing out a gap in the protocol.
It turns a really stressful confrontation into a totally neutral training opportunity. But okay, managing all these different AI functions- Yeah. -from website audits to phone transcripts, it sounds like it could get really messy. It definitely can if you aren't organized. Right. So how do we keep this organized, so we don't end up just tearing our hair out trying to manage our new digital coworker?
Well, the foundational workflow habit they stressed is using project folders. Project folders. Okay. Yeah. You should never just open a blank chat window and start typing a random request. You need dedicated folders within your AI workspace. Like one for specific tasks. Exactly. One folder for an associate launch, one for reactivation campaigns, one for front desk training.
Oh, so it keeps the memory contained. Yes. When you work inside a specific folder, the AI retains the entire [00:15:00] context of that specific project. You don't have to waste time re-explaining your clinic's fee structure or your target demographic every single time you log in. That context memory is just huge for saving time.
But they also issued a warning on the call about AI being a lazy employee. Yes. This is a very real thing. Why would an AI be lazy? I thought it just computes whatever you tell it to. It actually comes down to processing power and server costs. Running these massive language models requires an enormous amount of electricity and computing power on their end.
Right. The servers are working overtime. Exactly. So to manage this, the companies that build these engines actually program them to conserve energy whenever possible. Wait, really? So they hold back? Yes. If you ask a broad question- Mm. -the AI will just take the shortest, most energy efficient path to generate an answer.
It just skims the surface. So how do we combat that? You have to force the system to spend compute credits on you. You have to intentionally trigger its deep research function, [00:16:00] which is usually a plus sign or a specific toggle switch right there in the interface. You literally have to flip a switch. Yeah.
And you tell it, "Spend the next 20 minutes deeply researching all the known demographic triggers for chiropractic candidates in this specific zip code." And if you don't explicitly force it to dig, it just takes the shortcut. Every time. Wow. Wow. So if the AI is inherently trying to take shortcuts to save power, our primary job as clinic owners fundamentally shifts.
It really does. We move away from being the ones grinding out the research and writing the copy ourselves, and we become the executive director whose sole job is holding the AI accountable to the standard we set. You manage the standard, not the task. I love that. Manage the standard, not the task. And as this technology scales, we are seeing it take over tasks that require immediate real-time responses too, like AI receptionists.
Oh, boy. One of the participants on the call discussed tech companies that are currently building [00:17:00] phone agents completely powered by AI. Okay, I have to jump in here, because my immediate reaction to an AI receptionist is just pure panic. I get it. A lot of people feel that way. Right. Like, the last thing I want is my new patients feeling like they are trapped in a robotic rotary menu just screaming representative into their cell phones.
Nobody wants that. We are in the business of human connection and healing. Doesn't an AI front desk completely destroy that warmth? It is a very valid concern, and honestly, it's the primary hurdle this tech is currently facing. But the massive advantage of an AI receptionist is horizontal scaling.
Meaning it can handle a lot at once. Exactly. If 20 patients call your office at 8:30 AM on a Monday morning, a human front desk is completely overwhelmed. Oh yeah, chaos. Calls go to voicemail, patients get frustrated, and you end up losing money. Right. But an AI receptionist can literally answer all 20 calls simultaneously, schedule them, and log the data.
Okay, that is pretty incredible. [00:18:00] It is. The danger though, as you just pointed out, is the training gap. If you just plug in an off-the-shelf AI, it will sound like a robot. And patients will hang up. Exactly. The integration phase requires heavily training the AI's voice model so it pauses- Yeah ... so it digitally breathes, and so it uses the specific tonal warmth that actually reflects your clinic's culture.
Okay, so it all comes back to training it properly. And, you know, as this integrates deeper into the clinical space, Dr. Birnbach laid out some severe warnings for the chiropractic profession specifically. Very severe. Right. We have to be hyper-aware of HIPAA compliance. Oh, this is a big one. You cannot, under any circumstances, drop protected patient health information into a public AI engine to have it say, write your SOP notes.
Because the moment you put PHI into a public model, you have technically committed a HIPAA violation. Massive one. Yeah. Because that data is now part of the public training set. Yikes. So keep patient info totally out of it. Completely. Furthermore, you have to [00:19:00] heavily audit anything the AI writes for your website regarding medical claims or earnings claims.
Right. Because AI does not inherently understand FTC regulations or your state board's advertising rules. No, not at all. It'll just confidently state whatever sounds good. And lastly, do not use it for actual medical research or diagnostic work. Never. Remember, the AI is pulling from the public internet, which we know is riddled with contradictory and flat-out false medical information.
Yeah. You don't want it diagnosing a patient based on a Reddit thread. Exactly. Mm-hmm. Use it for marketing, use it for systems, use it to build your operational manuals, but keep it entirely out of clinical diagnostics. So just to pull all of this together for everyone listening, we are really looking at a fundamental evolution in how we run the business side of a chiropractic practice.
It's a total paradigm shift. We are moving away from tech overwhelm by treating AI not as a search bar, but as a lightning-fast coworker. Right. We're defining exact outcomes with the Spice Girls question. We're utilizing its [00:20:00] ability to objectively audit our staff, and we're forcing it to deeply research our hyper-local markets, so our digital VIN numbers are perfectly visible to these new search engines.
It is the ultimate tool for leverage. You are essentially clearing up all your operational bottlenecks- Uh ... so you can finally focus your human energy on what actually moves the needle. Which is adjusting patients and changing lives in your community. Exactly. Which leaves us with a final, slightly provocative thought to chew on today.
Oh, I like this. If an AI can perfectly model your clinic's philosophy, your specific clinical standards, and your tone of voice today, what happens in the very near future when an AI voice agent becomes the primary way a prospective new patient has their very first conversation with your practice? That day is coming sooner than people think.
It really is. So the question is- Are you actively training your digital voice right now or are you going to let the internet decide what your clinic sounds like when that day inevitably comes? You have to [00:21:00] take control of it now. You really do. And to help you answer that question and actually start implementing these systems in your own practice today, we have some incredible resources for you.
Some really great stuff. First, you need to book a free call with Dr. George Birnbach. He is an absolute master at customizing these specific AI systems for chiropractic clinics. And the link to book that free call is directly in the show notes right below this. I highly recommend doing that.
Having an expert actually look at your specific operational bottlenecks and outline how these tools can solve them is just a phenomenal opportunity to get ahead of the curve. Secondly, you absolutely need to get to Five Star Management's live two-day event. It's happening in Dallas, Texas this November 14th and 15th.
It's gonna be huge. We actually have two incredible events running simultaneously in the exact same building. Right. The first one is New Patient Edge. Which dives into the absolute best strategies on how to get more new patients in your door fast. And running right alongside it is the Win Win [00:22:00] Associates event.
Yeah, so if you are looking to scale, this event is entirely focused on our Win Win Associates system. It basically gives you the blueprint for more growth, more freedom, and ultimate success by building a highly profitable associate team. Two birds, one stone. It is gonna be massive. It really is. So again, both events are November 14th and 15th in Dallas, Texas and the link to secure your spot is also right there in the show notes.
Don't miss out on that. Finally, if you got value out of today's conversation and wanna keep pushing your practice forward, make sure you hit subscribe for more chiropractic practice building tips. Keep serving, keep growing, and we will catch you on the next deep dive.