In this episode of The Successful Chiro, we sit down for another Chiropractic Deep Dive with Nick Fischer—founder of CHIROBASIX, author of The Chiropractor’s Marketing Playbook, and host of the Chiropractic Practice Success podcast. Nick brings over a decade of marketing experience to this powerful conversation about using AI to streamline your marketing, attract more new patients, and convert better online.
We talk about:
Whether you're marketing-savvy or just getting started, this episode is packed with actionable insights to help you grow—without wasting time or energy.
🔗 Learn more about CHIROBASIX: https://chirobasix.com/
📘 Check out Nick’s book: The Chiropractor’s Marketing Playbook: https://chirobasix.com/lp/book/#book
Listen to Nick's podcast, the Chiropractic Practice Success here: https://chirobasix.com/podcast/
Brought to you by Five Star Management. Ready to jump right into Five Star Management's Win Win Associates system? Click here to learn more and schedule a call: https://myfivestar.com/
Hey, I wanna welcome you to, chiropractic Deep Dive, sponsored by Five Star Management, and today we have a guest. His name is Nick Fisher. Nick, how are you?
I'm doing great. Thanks for having me. I appreciate it.
So, I was intrigued when you, said that we can talk about AI and how to grow a chiropractic practice with ai.
Um, and my son is a product manager for an internet startup, was telling me about ai and he says, dad, it's better than you think it is, and it's just changing things immensely. And now I'm an older guy and lots of chiropractors, successful chiropractors, uh, they know a little bit about ai, but we're gonna dive deep into it today, aren't we?
Yeah, I'm excited. I mean, AI is a upcoming and very popular topic, so I think this will be great.
So before we do that though, I wanna know a little bit about you. Uh, so where'd you grow up? Where'd you go to school?
Yeah, absolutely. So, originally I'm from the great state of Michigan.
Mm-hmm. Um, up in the cold north. Uh, went to school out there at Grand Valley State University, graduated with a marketing degree, uh, back in the day. So, I sense moved south, had to get out of the cold weather. The snow was not for me. So, now I live in a, in a nice small beach town and it's been great.
So how in the world did you get mixed up with chiropractors?
Yeah, so being in the marketing space, since really college, I've worked in a lot of different industries. I started. Connecting with some local chiropractors and did some, digital stuff for them. And, um, ended up connecting with a few different of the chiropractic consulting organizations and started doing some work in there.
And, it went really well. You know, we saw really good success in some of the things that we were doing, and, it just started snowballing into this thing where everybody was referring people in and we built out this really robust system to, help offices that are struggling in the digital space.
Now that's all we do. We just focus on, the local chiropractic offices and, getting them the results that they need in the digital space. So it's been awesome. So
what have, what have you learned about, the chiropractic profession and chiropractors in general as a result of working with them for how many years now?
So chiropractic space we've been in since 2019, so what's that six years now? Just before COVID hit. Really? Yeah. And yeah, I mean, in the digital space there's a lot of nuances that happen in a lot of different channels, and I think . You know what I've learned the most is that chiropractors are busy.
Like they've got, they're running their practice, they're focused on their patients and managing their team and the office and all the things. And a lot of times, all the nuances that are happening online and all the latest and greatest things that you should be doing are kind of getting put on the back burner and what that is
doing is preventing people from growing at the rate that they want to, getting the exposure they want to, and attracting the patients in their local area. Our goal and our program is really designed to help mitigate that problem and getting it off of their plate. Chiropractors are really good at being the doctor, being the authority figure on the body.
In chiropractic school, they don't really teach you how to build websites and how to write blog articles and how to run your social channels and all the things. So, um, a lot of times there's a, a little bit of a, a, a necessary to, to have some support there, and that's kind of where we step in typically.
And what's your company name again?
So, our company's Chiro Basics. So we focus, uh, we're just a full service digital marketing agency that works with chiropractors.
Great, great. Now we were talking about topics and one of the topics that you offered was how to use ai. My experience with AI is that there's this magic box that you throw things in and, I use chat, GPT.
And, um, and, and I ask it questions and, and, I kind of laugh a little bit at the response from chat GPT that says, that's a really, really good question. I mean, it's almost, it's complimentary. It's like, it's working me a little bit. Yeah. But I mean, within seconds these, these great answers come out. So, can you tell me, and maybe not too technically, but how does all of this AI stuff work?
Yeah, that's a great question. I mean, it's interesting how it's progressed over time, but essentially, AI is a new technology that allows the software to understand and problem solve like a human does.
Yes. So historically. Computers and how software works was basically a bunch of code that was written with a bunch of if then statements. If you click your mouse here, this will happen. If you type this on your keyboard, then this will happen. And pretty much every output from your computer required a specific type of input and it was very cut and dry.
And that's what our entire existence of computers has been. With ai, now, AI can actually like problem solve and use critical thinking. And, um, create these outputs without needing those rigid pre-written instructions. So. The, the benefit of that is now, now we can type a simple prompt, a simple request in human language, and it can go through a series of critical thinking tasks to come up with really solid answers.
So it's really expedited our use and. How we can use computers in the internet and software and drastically speed things up, for people who may not have a lot of like coding background and that type of thing. So it's a, it is a pretty awesome tool and it's becoming more and more advanced every single day.
So I talk to people all the time about different things, including ai, and one of the responses I get is that, well, that's way, way too advanced for me, and that's computer geek stuff. But it sounds to me, and my own personal experience is that if you're a chiropractor, you could learn to use it without too much of a challenge.
Am I right?
Definitely, I mean, there's obviously super advanced ways that you can use AI tools for the much more technical, savvy, uh, and tech, technically trained individuals. But a lot of the AI tools that are starting to roll out are very commercial ready. They're ready for the average user who. Doesn't really have a big technical background that can really plug and play a lot of these tools right into their practice.
So it's pretty awesome that someone who doesn't have a huge technical background can come in and use this level of technology.
I'm really interested to hear how your, clients or the people that you help are using AI to grow their practice and, What would be the applications?
Yeah, so I think, the first, probably the easiest task that people are adopting with AI is starting with content creation.
So there's a lot of AI tools that make content creation super simple and streamlined. Historically, if you wanted to write an educational article. You have to sit down and manually type out what you'd want it to say. And you gotta have good formatting, you gotta have good keywords for Google, you gotta use layman terms that patients can understand.
It's very time consuming. Mm-hmm. Um, same thing with like editing a video or creating a video or creating an email campaign or a social media post, or there's tons of different types of content that can be created and, historically, it's very time consuming to create that content. And with AI now you can use AI to create lots and lots of really great content, with very minimal time input.
So you're being able to get a lot more patient education out there, do a lot more marketing and advertising, new campaign styles with. An expedited timeline. Some other ways that you could use AI would be like automating task. So taking it a step further, once you've kind of mastered or got a good feel about creating content, now you can actually have it.
Do something for you. So an example of that might be doing like lead follow ups. When leads come in, it can automatically read the input from that lead and then create responses and respond to those leads for you. It could do appointment booking. If you have it connected to a calendar system, it can book people right for you.
Right on your calendar. There's even AI tools that will take phone calls for you. So if you're after hours or not in the office on a certain day and your team's busy wrapped up doing something else, they can take phone calls. There's voice AI systems. So now what you're seeing is if you have the technology doing physical tasks that normally a human would take, it's freeing up your time.
It's freeing up your time, your team's time. Um, and typically you get pretty great outputs from that. Um, so yeah.
So, so let me ask, so let me ask you a question. When you talk about being able to take calls, the phone rings, AI answers the phone, uh, correct. And there's this replicated human voice that has a conversation with the prospect.
That's right. So the AI systems have gotten good, so good that now you can create voice AI systems, train it on your practices information, your hours of operations, the insurance, your fees. Uh, et cetera. And literally it will have a conversation with you over the phone and it sounds like a real human.
It's pretty wild actually, and you can do voice cloning where you can clone it to sound like your front desk person or yourself, or come up with your own, AI avatar voice that you can use. It's pretty cool.
I think that sounds wonderful. Now, you mentioned about content, creating content.
So, uh, let's say I wanna write an article, a short one, like 200 words. What would I do with that article after I created it? And I'm gonna ask you a little bit later what type of tools you would recommend for people to use and kind of the process you'd go through. But, so let's say that I create some content.
What am I gonna do with that? How do I use that in order to reach out into the community in order to touch patients, to educate people?
Yeah, that's a great question. From a marketing perspective, we focus heavily on patient education, and I know that's like a big topic inside the office, right?
Obviously, like your most well-informed patients are typically your best patients. They're the ones that keep coming back. They're the ones most committed to the care plan. So really from a content perspective, we like to help generate a lot of educational content and then.
Distributing that through several online channels. Every individual user uses the internet differently. Some people like to be on social, some people are on Google, some people are on YouTube, or a lot of times it's some combination of those. They're in their email inbox. There's lots of different ways people consume content.
So our philosophy is really. We want to create omnipresence, we want to have this content facilitated across as many channels as we can. So that way, regardless of where that individual patient happens to be engaging with content, you have a strong presence there. If they're looking on Google Maps, you're showing up there, they can read your content there.
If they're scrolling Facebook or Instagram or whatever you're showing up there, if they're, you know, googling how to. Stretches to get rid of my neck pain you're showing up there. Um, you know, the more places that you can distribute that content, the better. So, you know, there's typically three types of content.
There's gonna be written content, so that could be, little descriptions on a blog or a social media post that could be longer form blog articles. It could be, any number of written things that you would see on the internet. But there's written content and then you have video content.
So recorded videos. Sometimes it's a mixture of you talking to the camera, doing patient education. It could be little clip montages of you doing treatments with patients. Video content is super powerful. And then you have audio content. And that's, podcasts, like what we're doing here. Yeah.
Yeah. So you can, you know, write scripts and stuff using the AI tools. You can use the AI voice cloning to have the AI do the podcast for you. Lots of cool things, and applicable ways to use AI tools to create content and then distribute that content across, as many channels as you can.
So, let me ask you about video. Let's say that, a doctor isn't a video editor.
Mm-hmm.
Are there AI programs If the doctor came up with a video that AI would be able to help him edit and prepare it for the internet.
Yes, absolutely. So we actually use one within our team too.
The one that I would probably recommend is Descript it's a tool that helps with video editing and podcast editing and stuff like that, but it has a bunch of AI stuff built into it that makes it super easy. It chops out dead space. It removes, filler words, it, where it has automated edited templates where it'll put you in the right portrait mode.
It'll track, you on camera. It does all sorts of cool things. Automated captions really streamlines that process where you don't have to be a professional video editor. It does a lot of the work for you.
So you've got a doctor who reaches out to you and says, I.
I know how to use an iPhone, uh, and I know, and I've got some, I've got some young twenties that work for me. They're a little bit more tech savvy than I am. What might be a first step that you would recommend for that person? For AI and maybe a project that they could get under their belt.
So they could say, Hey, I could do this stuff. So that's the guy who's reaching out. What would you have him do?
Yeah, I think the easiest way to get yourself into AI is starting with chat, GPT. Mm-hmm. That was kind of like the big one that went viral when it first got released. And a lot of people are more familiar with it.
And the reason why I say that is because it's really easy to use. It's a, it's a little. Chat interface that's basically like texting, so you can text back and forth with it essentially and start asking it questions and having it help you generate some written content. Um, some examples of written content that I would start with, or maybe some blog articles.
Write a couple educational articles. Pick a symptom or a condition that you like to focus on and write some education around that using chat GPT. Um, that's probably the easiest way to kind of get started. Um, is, is is that specific tool? They, they, they offer free accounts. I think the professional grade is only 20 bucks a month if you wanted to get some of the more advanced tools inside there.
So yeah, definitely that would be a good way to start leaning into some of the ai, technology.
Well, I was teaching a seminar in Davenport, Iowa a year ago in November, almost two years ago. Chat, GPT was brand new to me, and we had a workshop that we were doing on writing an ad for an associate.
each table was working on writing that ad and one table over here, they were laughing and, and having a good time. And I said, so what's so much fun over there? And they said, well, we took these points and we just asked a couple questions and we load it into chat.
GPT. And what it gave was just amazing. And I said, well read it for the group. And everybody, I think there were about 70 docs in the room and everybody thought it was just it. It was just incredible. I mean, it was to the point. It was, I mean, it, it was, it was really, really fun. That was my initial introduction.
So now you mentioned chat, GPT. Are there some other tools? You also mentioned a video like Descript.
Yep.
But, so my, my philosophy with training anybody for anything is give them the basic stuff. Give them projects that they can actually get completed so that they can get some success behind them, and then build on that success.
So your recommendation might be chat, GPT, and maybe for some video, program that you called Descript. Am I correct on that?
So chat, GPT is good for written based content, maybe some generating scripts if you wanted to help creating scripts for any videos or podcasts. Jasper is another, writing tool that is AI based.
Descript is a great one for video editing. We use that one all the time. Um, had a lot of great AI tools built into it to make it super streamlined. Canva is a really popular design tool that has introduced a bunch of AI stuff in there, which makes designing your custom visual content, banners, posters, flyers, whatever.
Super easy in all AI driven. We actually have a CRM system called Engage. Uh, we provide that to our clients that has. A lot of that, virtual, we call it the virtual ca, which is like lead follow up and the voice AI stuff. And those type of tools would be in inside of a CRM system. There's lots of different options out there.
Ours that we use is called Engage, and it works really well. So those would be like. Probably some applicable tools that chiropractors could probably get started with pretty quickly, um, to kind of get, get their feet wet. I think chat GPT is probably the easiest to, to get started.
Now you're the marketing expert and so somebody gets, I.
They get in contact with your content and then they reach out to you. I was told that the speed with which you get back to a prospective new patient is super important, and I'm putting two and two together here and thinking that your program called Engage. Would shorten the time between them reaching out and you reaching back.
Am I, am I right on that? First of all, is the time thing that critical and number two, if so, how does that work?
Yeah, that, that's exactly right there. There's a lot of statistics out there and studies that have been done that talk about, you know, when someone inquiries about getting care or coming into the office.
How quickly you respond to that individual can drastically increase or change the conversion rate. If that lead comes in and you take 24 hours to get back to them, that person probably moved on. They probably went to the next office. You probably lost them. If you can respond, really quickly.
Ideally right away you're gonna have a much higher likelihood that you're gonna retain their attention. They're gonna see you as obviously you take care of their patients 'cause you're responding right away to the inquiry. And you have their attention because it was on their mind at that moment.
So yeah, using a tool like Engage or any of the other, like automated responding AI tools. Can drastically increase the, how quick you can respond to people. 'cause it's, it's, it's immediate lead comes in and the text goes out right away and, or a phone call or an email or what, maybe all three. And being able to do that again allows you to drastically increase your conversion rates For sure.
So I wanna make sure that I understand. So somebody responds, they click the button, or they click the link, and that signal comes back to my office, or to my computer, or to my ai or to my agent. Yep. What happens? In AI on my side. Does their phone ring or do they get an email back, or do they get a text back or, what does that actually look like?
So that, that can be a little bit determined by what you want it to do, so. Mm-hmm. Most of the offices that we work with are typically having it do, messaging, so texting back and forth. Mm-hmm. Typically, that's gets the best response rates. So inquiry comes in through the website or social media ads and the AI tool reads that.
Incoming inquiry reads the message that came in, formulates a response, and automatically fires that text message back to them. Usually within seconds. So instead of it being you having to check your email every couple hours to see if you have any new leads, you've got the AI tool that's just doing it automatically.
So you and your team can focus on what's happening in the office that day and your AI tools handling, your incoming leads.
So again, I've been teaching chiropractic marketing for my clients in five star management for decades, and I was always teaching people that if, if you have a busy line.
For instance, somebody calls in, they saw your ad someplace, so they've got your phone number and they found a busy signal because you didn't have enough phone lines. They would be on to the next person on the list if you were a, B, c, chiropractic, they were gonna be, calling the next person because when they wanted something, they needed it right away.
And so being able to have that AI response sounds great. Now, can you give me a couple of examples maybe from clients that you've helped, some of the things that they have implemented that have made big changes for 'em?
Yeah, so I mean, I. There are, we have several clients that use, you know, the virtual ca system that's automatically doing that lead follow up for them handling in, you know, inbound phone calls when their blinds are busy or whatever.
To really increase that. It's called speed to lead. The, the speed of which you get back to the, the incoming leads. Some other applicable. Examples might be, doing automated review responses. So when reviews come in for your practice on Google, it's really important to have a response that goes back out and published for that helps with your SEO and your rankings and patient engagement and all those things.
You're gonna have AI do that, so you don't have to do that manually anymore. It'll read the review, formulate a response, publish it automatically. Um. We obviously have the voice ai system that comes in. We do also have lots of clients that like to use the missed call text back. So, let's say that inbound phone call comes in, maybe you're not using the voice AI system yet, but you miss that phone call.
You can have the system automatically fire out a text message, Hey, sorry we missed your call. We'd love to, help. What can we help with you today? And again, that is designed to prevent what you stated is if people call in and you miss that call, it's likely they're going to the next one on the list.
But if they receive a text message back right away from that missed call, they know that you're there to help them. Um, and it kind of stops them in their tracks. So instead of going to the next one on the list, now they're replying to you via text message. So you know, some different applicable ways to use those type of systems to really help expedite office operations, that patient experience with your office and stuff like that.
Now, do you have any, for instance, one of the things that we cover, in a Thursday zoom that we do with clients is we'll pick a problem and then we'll talk about common mistakes. So, somebody starting with ai, what are some of the common mistakes that they might make that would slow 'em down or hurt their program?
So, when it comes to using these AI tools, sometimes you have to check the work. Try to avoid copying and pasting content blindly. Definitely read through it. I mean, there's kind of been, uh, yeah, there's kind of been, some feedback for the tools is that sometimes if it doesn't know something, it'll try to make something up.
Yeah. Um, or, or kind of stretch the truth to kind of fill in the gaps. And the last thing that you wanna do is accidentally put something out there that might not be true. So especially in the medical field, you wanna be accurate with your information. So yes, it'll do great for creating bulk content, but you also wanna make sure that you're fact checking and reading through to make sure things are, up to par with the standards that you have for your office.
So definitely check the work. Start small. I mean, you don't necessarily have to jump right into all the big AI tools. You know, I mentioned like the AI assistant and stuff like that. That's a little bit more advanced. Maybe you wanna start with something smaller and kind of lean into it as you go and get comfortable with the tools.
Make sure that you check for, the tone of voice that is being used. You can give it certain prompts to make sure that it's kind of written in a way that. Represents your office well and your aesthetic and your brand, uh, that whole voice. Um, so yeah, stuff like that. Now, when you
say, when you say voice, my wife is an author.
Oh, okay.
And she was, we were talking about AI writing some stuff for her and there was a big conversation about her voice, not. Audible, but the, the tone and the way that she speaks. So when you talk about voice, are you actually talking about the voice? Voice, so what people actually hear, or are you talking about tone?
So the both, so there is the voice, ai for the, like the audio of what people can hear. So there's that component, but there's also like the tone of voice. So how, like the style of the writing, the words and language that it uses, everybody kind of speaks differently. Everybody writes differently, uses different types of language, and what you wanna make sure is that it's, representing you and your brand appropriately, right?
What's really cool about some of these AI tools, especially like chat, GPT, is you can feed it information. In your style of writing and voice, so it can kind of mimic how you typically would speak. So if you wanted the AI to output. How you would typically write something, you can feed it a bunch of like your previously written content.
So an example is, I actually have my own little pre-programmed chat with chat GPT, where I fed it, a bunch of my email history what it did is it went through and read all of my emails, not all of 'em, but a bunch of 'em to kind of see how I typically communicate. I also fed it a bunch of my blog articles that I had written so it can kind of start seeing and understanding how I typically speak and write the language that I use, the metaphors that I like to reference, stuff like that.
So the prompt that you might use is pretend that you are Nick Fisher.
Correct.
And all that, you know, and, and all that you know about me. Mm-hmm. Um, and then, uh, and then give a, give a Nick Fisher response. So I, I've gotta go back to this voice response. I've got clients
mm-hmm.
That use. Virtual assistants in the Philippines or some other country where there are a lot of VAs and they use them to answer their phone off hours or weekends or things like that.
And they can do that for relatively little money. And what you're saying to me is that AI voice recognition and response is so advanced now that you can have an AI program. That would have a conversation, a voice conversation, and understand what the person is saying and then respond to them correctly.
Is that right?
That is correct, yes. So you could, the lots of businesses have this in place today and you might not even know it. You might have actually spoken to one and not even realize, it's gotten so good that it sounds like you're talking to a human.
I have seen a couple different, um, uh, customer service phone numbers that I've made.
I've made calls and they said, I can recognize full sentences and I can respond, but I wasn't confused. Maybe I've been tricked and I just didn't know it. That person was awfully nice and very helpful and had a sweet voice. Uh, so, um, so, uh, let's say that somebody wanted some help.
Somebody's listening to this and they think, Hey, if I could do this, I mean, if Noel can do it at age 76, maybe I need Nick and Chiro Basics to help me. How would they get in touch with you?
Yeah, so I would suggest just hitting up our website. We have a lot of great information about, all of this stuff, plus all the other digital things that you might need support with.
If you want to chat with me directly or someone from our team, we have a calendar around there, you can just book a call with us. We're happy to answer any questions, provide any guidance, even if you're not a client. We're really just here to support the community, so. Um, technology is ever changing and it's hard to keep up sometimes, so we're here to try to bridge that gap for practices and be a resource.
You know, it's my experience with chiropractors and people ask me what I do and, I say, well, chiropractors are typically wonderful chiropractors. They love chiropractic, they love their patients, they love their community, but they're typically, they're challenged on everything that they haven't been trained on.
You know, uh, putting together a team, running the business, doing the marketing, and to not have a marketing expert as a resource really, really doesn't make any sense to me. So let me ask you, do you have a case from the files, Nick Fisher, success stories maybe. Maybe it's somebody who added X number of new patients over a short period of time and was just absolutely blown away with what happened to 'em and for 'em.
Uh, yeah, I mean, our, like I said, our, our program is designed to be pretty extensive. It's very cohesive and in depth. We have tons of case studies, several of them on our website if you wanted to check 'em out, or if any doctor was, interested in seeing some of that. We have practices that we work from the startup phase that haven't even opened their doors yet, all the way to the seasoned multi doc, multi-location facilities.
And we have programs kind of really designed to fit wherever you're at in practice. And it works across the board marketing with a good strategy. Will, will always help the practice in the long run. So, um, yeah, if you're interested in like, you know, hearing some testimonials, we got a bunch of 'em on our website from other offices that.
Have done well, and lots of case studies that people can review to kind of see like what, where they were at, what we did, and how it ended up impacting their practice.
So somebody is listening to, or watching the video or listening to this, podcast and they like what they hear. What would be the cherry that you would put on top of this for that doc?
Um, yeah, that's a good question. I mean, I would say that a lot of offices, if you're actually interested in, doing marketing or promoting the practice, be a little weary of, you know, there's a lot of agencies out there that do bad stuff and they make false promises and false claims
you just gotta be a little careful. I'm sure a lot of chiropractors have been burned with bad marketing teams in the past, and it's an uphill battle for us. And we're just trying to set the right tone and expectations that marketing is a true strategic long-term program.
It's not, there's not gonna be like an overnight, easy path to victory. You know, there's no get rich quick schemes in marketing. So be careful of little promises, you know, focus on what's gonna set your practice up for success six months from now, 12 months from now, five years from now, and how you can really dominate your market.
And I, I, I would, obviously, I'm biased, but I, I feel that our program does a really good job of that. And focusing on, again, the long-term vision of the practice and where you want to be. Not next month, but what your practice is gonna look like in the future, and how well you can dominate your market.
Got
it.
Nick, thank you so much. I learned a bunch. I'm still processing right now. I hope that I can get into a conversation with one of these, ai, voice response things and, and then see how it works. So, hey, I want to thank you for joining me today. Give your website one more time, please.
Yeah, it's just chirobasix.com basics is spelled with an X at the end, so, BASI x.com. Got it. You can get a hold of us there if you'd like.
Okay, buddy. Thank you so much. I appreciate your time and your
Yeah, thank you for having me. I really appreciate it.