Marketing For Startup Businesses

Get inspired by Axon Health’s journey through their 1st year and get actionable insights on what you can do for your start up business. We interviewed Dr Erica Abraham of Axon Health, a mobile chiropractic practice in Colorado Springs. Dr. Erica shares with us their unique business model and how they have marketed their business during their 1st critical year and what they are planning for the next few years.

Links Mentioned In this Episode

Axon Health Website – ​​https://www.myaxonhealth.com/

Marketing For Startup Businesses Transcription

Announcer:

Welcome to Marketing Strategies with Audrey Kerchner. Sponsored by Inkyma, taking your small business to the next level with proven creative solutions designed to grow your awareness and connect to your customers.

Now here’s Audrey.

Audrey Kerchner:

Hi, there and welcome. My name is Audrey Kerchner, and I am the co-founder and chief marketing strategist for Inkyma. Inkyma is a full-service marketing agency, bringing that big agency process and feel to small business owners. We do marketing strategy, branding, website design and hosting, content marketing, search engine optimization, social media, and digital advertising. To learn more about what we do, ask us a question or to schedule a marketing evaluation for your business, go to our website Inkyma.com. That’s I-N K-Y-M-A.com.

So, if this is your first show or your second show, welcome back. So glad to have you here. If you haven’t listened to all of them yet, you can go back and listen to all the previous podcasts on our website. We are also on Podbean, Spotify, Amazon Music, and Audible, and a bunch more coming soon.

All right. So today we have a guest. I’d like to introduce everybody to Dr. Erica Abraham with Axon Health. Dr. Erica, as I love to call her because she’s a good friend of mine, is a chiropractor– But more than a chiropractor.  She’s going to explain all of that to you.

So, Dr. Erica, please, tell us about you, your company, what you guys do.

Dr. Erica:

Thank you. So I am Dr. Erica Abraham. My husband and I, we’re both chiropractors. We run Axon Health out of Colorado Springs. We are a mobile chiropractic business/practice, however, you want to put it. So we treat our patients in their homes or at their offices if they’ve got some private space. So it’s a little bit different from a typical chiropractic model.

Audrey Kerchner:

Which I think is fantastic, you and I have had that conversation. I think it’s brilliant and, I love it personally. So, I am a client as well, or a patient, and it’s been a wonderful experience. The last, what is it, six, nine months?

Dr. Erica:

Well, we started on September 27th of last year. So almost a year.

Audrey Kerchner:

So, tell me a little bit about your journey, because, as you said, you’re technically still a startup. You’re still in year one.

Dr. Erica:

Yes.

Audrey Kerchner:

Why did you and Nick decide to go this route?

Dr. Erica:

So, we were working for a different chiropractic practice when we first moved to Colorado Springs, and it became apparent that that was not the environment that we wanted to stay in for a long term. We started looking for other jobs and we had job offers at two separate clinics; they were competing. And prior to this, Nick and I are used to spending an insane amount of time together. We went through school together, sat next to each other in class for three and a half years, got married in the process, and then we were working at this clinic together. So we’re used to spending a lot of time. So, first off, working in separate clinics would have been a weird adjustment for us. And then, because they were competing clinics, they also wanted us to sign non-disclosures, meaning I couldn’t really go home — and not only was I not spending time with the person that I was used to spending a lot of time with, but I couldn’t really even tell them about my day or if I learned something cool while I was at work. So we didn’t really like that idea and we just decided to start our own practice. It’s mid pandemic at this point, so we were looking for a clinic location. To be honest, the idea of taking on a really large overhead to run a clinic was not something that we were totally down for. So, we had known a couple of other chiropractors in different areas of the state who had started up a mobile practice and we thought, well, why don’t we just go mobile? And then maybe one day we could have a clinic location. First off, there are not really any other mobile chiropractors in Colorado Springs, so that makes us different. And it’s been so well received at this point, we don’t really see ourselves doing anything differently.

So, yeah, that’s how we got to be mobile.

Audrey Kerchner:

That’s great.

Dr. Erica:

Yeah.

Audrey Kerchner:

Kind of like by necessity and then you realize you’ve kind of almost stumbled upon this.

Dr. Erica:

And then you’re like, oh, this is different than what anybody else is doing.

Audrey Kerchner:

What an amazing niche.

Dr. Erica:

Yes.

Audrey Kerchner:

And especially in a pandemic and that kind of stuff. I’ve heard so many great business ideas pop up out of the pandemic.

Dr. Erica:

Yes.  It’s forced our creativity to spark a little bit.

Audrey Kerchner:

Absolutely. So, you make this decision and you’re like, okay, we’re building a company. First of all, let’s talk about the name, Axon Health. I want everybody else to hear this, why it’s Axon Health.

Dr. Erica:

A few reasons: One, I have additional post-doctorate training in neurology and neuro rehab. So an Axon is a part of a nerve cell that transmits the signal from its cell to the next cell. It’s like this long branch of an arm to the next cell passing on a signal. So that’s part of why the word axon came in. Secondarily, because it transmits a message to the next cell. Nick and I also kind of look at ourselves as sort of like an axon. We try to educate our patients a lot on what’s going on with them, how we can help heal them, how we can make them better. So we’re kind of transmitting that message to them to give them the information that they need in order to empower themselves on how to live a healthier life, how to live with less pain. Whatever it is the patient wants to achieve. So we kind of see ourselves as that axon.

Audrey Kerchner:

I agree with that because Nick also has other areas of specialty aside from chiropractic care as well.

Dr. Erica:

Right.

Audrey Kerchner:

Elaborate on those a little bit.

Dr. Erica:

So, Nick is really passionate about fitness, the fitness world, and particularly with weight loss and that sort of stuff.  Nutrition, all that stuff. So, I’ve got the neuro stuff. He’s got the fitness. And I used to be a personal trainer as well. So I kind of have that as well, but he’s much more passionate about it than I am, I would say. So, we both have our own little areas that we like and appreciate, but the typical chiropractic stuff also kind of meets us in the middle.

Audrey Kerchner:

Which is very cool.

By the way, he put me through a CrossFit routine on Friday and I loved it. So next time I see him, I got to tell him he created a beast a little bit. I’m kind of ready to go down that path of CrossFit.

Dr. Erica:

He was watching the CrossFit games this weekend and it’s all I heard about all weekend long.

Audrey Kerchner:

Oh, I can bet. I bet.

Dr. Erica:

Yes.

Audrey Kerchner:

So you decide to go on this venture, you name the company, you guys know what you’re doing. What happened next? You threw open your “doors” and I air quote doors because it’s really the car door you open.

Dr. Erica:

Right.

Audrey Kerchner:

What happened next?

Dr. Erica:

I was previously in our BNI group for the other clinic that we were working for. And then I transitioned into our own “clinic” when we switched. So that was really helpful, already having that foundation with everybody in BNI. We had patients on day one because of that. And because the other clinic was so specialized, it was a personal injury clinic. So really, it was only people who had been in a car accident. But at this point, I’d established a relationship enough that people were like, well, I know other people who need a chiropractor, not just because they were in a car accident, for other reasons, too. So, we had patients “in the door,” we were in patient’s doors, day one. That was really helpful with us starting out because I already had those relationships. And then at that point, Nick joined his own BNI group as well, for his own networking.

Audrey Kerchner:

So you start with networking, kind of bootstrap from the ground up.

Dr. Erica:

Right.

Audrey Kerchner:

So you got that, you got some patients. Then what happened? Where did your thought process from marketing the business, getting more patients, and growing? What were the next avenues that you branched out to?

Dr. Erica:

With regards to marketing or networking?

Audrey Kerchner:

Both. I mean, networking is a marketing tool.

Dr. Erica:

Right. It’s our biggest marketing tool, first off, because a lot of it’s free.

Audrey Kerchner:

Yes.

Dr. Erica:

There’s a lot of networking events, especially here in the Springs, that I didn’t even know existed until we started our business. I would say Colorado Springs is kind of like a small town in a big town where everybody networks and they know each other, on a small-town level, but it’s got a lot of people. So networks are very broad and big. I would say that networking is our number one thing primarily because of our relationship base with people. We get along with people pretty well. We like to take time with our patients to actually get to know them. So that kind of marketing makes a lot of sense for us because we can get to know people on a much more personal level, as opposed to maybe a Facebook ad, which we’ve done.

We’ve done Facebook and Instagram ads and those sorts of social things. And we have our social media all set up, and we have received some patients through our social media posts and that sort of stuff too. But I would say that networking is definitely the biggest part for us. Expanding outside of BNI and going to other networking events. It takes time, but it’s honestly the best type of networking that we found to date. I mean, we’ve only been open for not even a year yet, so, to date, networking has been the biggest thing for us.

Audrey Kerchner:

Yes. And most new business owners, they have more time than they have money.

Dr. Erica:

Right. Exactly.

Audrey Kerchner:

And that’s where networking is perfect. You can build such great relationships and then the networking can dovetail into other things.

New Speaker:

So you mentioned social and you mentioned ads. Let’s talk about social first. So your Facebook, your Instagram pages, what kind of things are you posting that are attracting people to you?

Dr. Erica:

You know, we’re really big on educating our patients. It’s mostly education-based stuff. Nick has kind of taken the social media side from me and that’s totally fine for me. I do like the nitty-gritty detail stuff, behind the scenes, whether it’s submitting to car insurance, submitting superbills for our patients, and stuff. I do that stuff and he’s taken over. Not that I’m not on social media, but he does a lot more of it than I do, which I appreciate to the nth degree. It’s a lot of education-based stuff. So, whether it’s nutrition, or exercise, or chiropractic, especially chiropractic-related stuff. Psychology we talk about a lot because it’s something that we find is not addressed enough in — not just in chiropractic, but in healthcare in general.

Audrey Kerchner:

Yes.

New Speaker:

We have a decent amount of experience just personally, between the two of us, with regards to mental health and going through therapy and all that sort of stuff. It translates into pain, so we can’t not talk about those kinds of things. If the person needs a referral to a counselor or psychologist or psychiatrist, then we make that referral. So it’s a lot of education-based stuff that we post on there and it’s just kind of a value-added to our patients. We can say, Hey, go follow us on Instagram or Facebook and you’ll find a bunch of these videos where we’re talking about exercise, how to program, nutrition, et cetera. So it’s more of a value-added. But, again, some patients have found us through that because they’re looking to already empower themselves and learn how to be healthier, and they find us and then they contact us through direct messages and stuff.

Audrey Kerchner:

Absolutely. Education-based marketing is probably the top three of how you can market yourself. So, there’s networking, there’s getting referrals from close friends and then there’s education-based marketing and the statistics from The Times and all these other places when they do the survey is like 97% of people that read something they resonate with, want to buy from the person who educated them.

Dr. Erica:

Right.

Audrey Kerchner:

It’s crazy. I think the stats, sometimes in some years, it was all the way up to like 98%.

Dr. Erica:

I mean, fitness on Instagram is huge. There’s so many people that are selling programming.

Audrey Kerchner:

oh, my gosh, yes.

Dr. Erica:

You know, it’s huge. It’s a huge opportunity. I mean, it’s getting saturated now. But the people who do a really good job of that, that’s all they do. So they post their stuff on Instagram and YouTube and they make six figures off of doing that or more sometimes.

Audrey Kerchner:

It’s one of those things that everybody wants to do it, but not everybody can by themselves.

Dr. Erica:

Right.

Audrey Kerchner:

And they need help, and they need support, and they need coaching.

Dr. Erica:

That’s kind of the point we’re getting to. Where we’re like, okay, we’re just getting so busy that we need help with these other aspects. So we’re kind of having to have those discussions of where our time is being spent.

Audrey Kerchner:

See. At your stage, that is a good problem to have.

Dr. Erica:

Right.

Audrey Kerchner:

That means you’re growing.

Dr. Erica:

Yes.

Audrey Kerchner:

So tell me a little bit about what you’re thinking of outsourcing because you don’t have the time because you’ve got to take care of patients?

Dr. Erica:

Right.

Audrey Kerchner:

I love that.

Dr. Erica:

Yes, so definitely social media.

Audrey Kerchner:

Okay.

Dr. Erica:

It does take up a decent amount of time. Right now, it’s at the point where, you know, we’ve got the phone and we’re making a video, but there’s not a whole lot of editing to it. We have to put the branding on there and all that kind of stuff. So we want it to look a little bit more cohesive throughout all of the videos. We want to be able to have a better background and all those sorts of things, but to do it ourselves is a lot. I mean, even just to edit it, we have no idea how to do that. It’s not my specialty.

Audrey Kerchner:

Right.

Dr. Erica:

It’s better to outsource that sort of stuff. So we’re kind of at that point where we don’t mind if we have to make a video here and there, but we want to send it to somebody to make it look pretty.

Audrey Kerchner:

That’s a good way to do it, it’s like a stepping stone. First, you just do the raw footage and then you send it out for editing so that everything is on brand, on point, and professional looking.

Dr. Erica:

Put some music behind it or something,

Audrey Kerchner:

Yes. You know, have intros, outros, have the different sections blend correctly.

Dr. Erica:

Right.

Audrey Kerchner:

That’s what my video editor does for all of our clients is make sure it looks good. But then at some point, you can get to where, okay, we’re going to hire someone to actually do the video and edit it up and we’re just going to stand there and look pretty.

Dr. Erica:

Yes. So, ideally, that’s where we’ll get to.

Audrey Kerchner:

You absolutely will.

Dr. Erica:

Nick was doing a lot of that because, I mean, I was in BNI, so my schedule did pick up quicker than his. And his is now at the point where he’s getting so busy.

Audrey Kerchner:

Absolutely.

Dr. Erica:

He had taken that over because he had the extra time and now he doesn’t have the extra time anymore. You know, we have a schedule, but it’s getting to the point now where we’re kind of like, oh, we were so busy that we forgot Friday.

Audrey Kerchner:

Right. Exactly. And that’s a good problem to have. So your plan is to outsource social media at some point in the near future.

Dr. Erica:

Ideally.

Audrey Kerchner:

Excellent.

Dr. Erica:

Have a social media manager of some sort.

Audrey Kerchner:

It’s good you’re thinking that way because when I talked to a lot of startups, they’re really afraid to let that stuff go. Can I afford it?

Dr. Erica:

Well, I would say that that’s definitely the biggest barrier for us is the money side of it, because we’re not at the point yet where we can rely a hundred percent on the business. It’s getting there. It’s definitely coming close, but we do have to do side stuff to make up for the gaps in pay.

Audrey Kerchner:

Sure. What all business owners need to realize is marketing is an investment. There’s a return on it.

Dr. Erica:

Right.

Audrey Kerchner:

So if you can’t get yourself out there, you’re not going to get more patients.

Dr. Erica:

Exactly.

Audrey Kerchner:

It’s kind of like a vicious cycle. So you’ll know when the time’s right to kind of make that leap.

Dr. Erica:

Yes.

Audrey Kerchner:

And then all of a sudden you’re going to wonder, why didn’t I do it sooner? And how did we live without this, right? It would be like, you know, growing up without a smartphone and then having one and you’re like, what happened?

Dr. Erica:

Yes. How did I live without this before?

Audrey Kerchner:

So, you did Facebook and Instagram ads which are great. Tell me a little bit about the type of ads that you ran.

Dr. Erica:

It was more of the general chiropractor in your home, because, again, that’s not something that people in Colorado Springs knew. There was another one, but he recently moved to Germany and we absorbed that practice. And then the other one, from my understandings, serves mostly Black Forest area, which we don’t serve. So there’s not a whole lot of competition. So a lot of the ads have been more about the convenience factor of us coming to your house. A lot of our patients are super, super busy. They own their own businesses or, you know, they’re realtors. And the market out here is insane, so they don’t have time to be driving to and sitting in an office for X amount of time. So it’s been more about what makes us different in that aspect. Not so much of the education stuff, because the education, I feel, comes second to that for what we do anyway. Maybe if we had a regular clinic that would be number one. But there is a factor that really makes us stand out as opposed to the other clinics in the area. So that’s kind of been that, and then that would lead them to our Instagram or our website. And then they can have those value-added things on that page. And then they can follow us or like us.

Audrey Kerchner:

You definitely have to do the awareness. Absolutely. Because like you said, they don’t know that a mobile chiropractor exists. They can’t go, oh my gosh, I want that.

Dr. Erica:

Right.

Audrey Kerchner:

The only thing I would suggest — and you may have done this already. You can do all the different types of ads on Facebook. Most people know how to boost.

Dr. Erica:

Right.

Audrey Kerchner:

But if you know what you’re doing, if you’ve got a business manager account, what I would suggest for you is to run that, Hey, we’re mobile. Here are all the great things. Follow our page.

Dr. Erica:

Right.

Audrey Kerchner:

Because then you get to do the two-step, as I like to call it: one, awareness; and then the ad gets them to follow the page and then they get all great educational content.

Dr. Erica:

Right. Exactly. Yes. And then they get that exposure over and over again.

Audrey Kerchner:

Yes.

Dr. Erica:

What is it? You need like 11 exposures or something for somebody to —

Speaker 2:

Between seven and 11, depending on what you’re doing. Right. So for you guys, because they’re letting you into their home, you’re probably in that eight, nine range.

Dr. Erica:

Right.

Audrey Kerchner:

Because they know they need you. But then it’s like, okay, they’re coming into my house. But then that’s where the education piece comes in.

Dr. Erica:

Right.

Audrey Kerchner:

New business owners, I like to tell them, do the two-step, get people into your organic pieces using a paid ad.

Dr. Erica:

Right.

Audrey Kerchner:

Unfortunately, they’re not going to look at your type of ad for what it is and go, oh yeah, I need that. I’m going to sign up right now. It doesn’t work that way. When you need a chiropractor, you need one. But when you don’t, you’re like, eh, you know. Unfortunately, like my business, we’re not like shoes, you know, we’re not impulse buys.

Dr. Erica:

Exactly.

Audrey Kerchner:

Using the ads to push people into your existing email, social media funnels is probably the best way to do it, for these types of businesses. But it’s really cool. The awareness angle is absolutely the right thing to do.

Dr. Erica:

Right.

Audrey Kerchner:

So now let’s talk about going into the future, right? What do years two and three look like? Or if that’s too far out, what is year one and a half look like?

Dr. Erica:

The next step, we want to be able to get a van, like a Sprinter van of some sort, or an equivalent to that, and turn the back of it quite literally into a mobile clinic. So that not only are we saving time by not having to haul things out of our car, we’re not compromising our own spines. And then because it’s this van, we can literally put on the side of it, this is a moving chiropractic clinic. So it turns into its own marketing piece as well. I mean, we’ve got the stuff on the side of our car and everything, which is helpful, but there’s that extra piece of, oh, that’s really different, you know?

Audrey Kerchner:

Yes. A wrapped van versus a magnet on the side of the car, totally different.

Dr. Erica:

Right. I mean, how many pickup trucks for handymen do you see with that on the side of their car, and you just kind of keep driving, you know? So it has this element of differentness.

Audrey Kerchner:

You know what’s interesting is, back when I lived in New Jersey, there was a woman– and this was her business. She drove around a pink truck that all it had was advertising panels on the sides, in the back, that rotated through ads. And she would sell the advertising and then she would drive around the city all day long. And then everybody knew the pink truck. And then when you were stopped at a light, you had nothing else to look at, you watched what was on the pink truck or you were going into a parking lot. It was brilliant. I loved that whole idea. But then business owners get to do something like that with like you said, the van. I mean, you could be parked at a client’s house. It’s the same thing as the lawn sign for the roofers and the contractors. So I think doing something like that is definitely marketing. And when you do it the right way, it’s going to be super effective.

Dr. Erica:

Right. So that’s kind of our next step. We’re excited about that, but the car is the car industry right now is a little bit insane. And when we did look into it, the stock with basically nothing. So we’re kind of hoping that that calms down because we don’t want to necessarily have to buy this brand new state-of-the-art van for, you know, our first, our first purchase for this. But we’ll see. Hopefully within the next year that’s going to be what happens.

Audrey Kerchner:

I’m hoping all these different industries that are seeing huge spikes in sales and issues with getting inventory in are going to calm down and things are going to get back to a little bit more normal, so you can get that van.

Dr. Erica:

Right. So hopefully, fingers crossed. But that’s kind of the next step. And then long-term, whether or not that’s in two, three years, five years, who knows. I mean, we called ourselves Axon Health for a reason, because we didn’t want to be just specific to chiropractic. Ideally, we would like to have a mobile massage therapist, a mobile PT, a mobile medical doctor, a nurse practitioner, or something to that effect. We wanted to be multidisciplinary. So we can treat patients with what they need, whether or not that’s with an adjustment or with a massage. You know, people are more complicated than just one aspect of themselves. So we want to be able to treat them the way that they need, whether or not it’s with me or with somebody else. So that’s long-term.

Audrey Kerchner:

Well, it is definitely long-term.   

You and I were sharing text messages and you’re starting to do pop-up clinics with some of these folks now, weren’t you?

Dr. Erica:

Well, sort of. We’re hoping that the van will definitely help us with that. Actually today we’re going to a massage therapy clinic and we’re kind of doing an exchange with the patient. So stuff like that we want to do. So we’re treating their patients for free, just as a pop-up, and then they’re treating our patients for free as a popup. The only thing we’re paying for is our time. So,

Audrey Kerchner:

But, you know, from a marketing perspective, that’s an event.

Dr. Erica:

Right. Exactly.

Audrey Kerchner:

And events are, by design, to generate awareness. You’re going to meet people today that you don’t know, hand out some cards, hopefully, collect some email addresses.

Dr. Erica:

Right.

Audrey Kerchner:

Put that on the checklist.

Dr. Erica:

I’ve got it in the car. I’ve got a list of it, put their name and email

Audrey Kerchner:

And that’s it. To maximize events like what you’re going to do today is being prepared. I’m going to collect email addresses. I got cards. I got this. I’ve met people who have gone to events and didn’t bring cards, like, forget the email list, you didn’t bring cards.

Dr. Erica:

That’s kind of where my husband and I complement each other because he’s a big picture person, I’m details. So if we’re going to a networking event, I make sure to grab his cards because I know he’s going to forget them. He’s like, let’s go and talk to people. And I’m like, that’s great, big picture, but you need a card, you need something.

Audrey Kerchner:

He’s going to be the person walking out somewhere and grabbing people and bringing them back in.

Dr. Erica:

Exactly.

Audrey Kerchner:

Where you and I would be like, I’m not doing that.

Dr. Erica:

Yeah, you go do that. And then when you have them, you let me know.

Audrey Kerchner:

I love people like that.

But I think that’s great, that you’re already getting the feelers out there. Then the other thing you’re going to note, is when you do these crossovers, you’re going to learn so much from them. And that’s just going to lend to the knowledge of when you start adding full-time your own disciplines in massage and other areas, because you’ve learned so much from these events that didn’t cost you anything.

Dr. Erica:

Right.

Audrey Kerchner:

So that’s what I would encourage other business owners, dip your toe in the water, partner with other businesses. You just never know what’s going to happen.

Dr. Erica:

Exactly.

Audrey Kerchner:

And you learn so much from them.

Dr. Erica:

And I think that one of the best ways to grow your own business is to help other people grow theirs.

Audrey Kerchner:

Agreed.

Dr. Erica:

So it’s effective. And, I mean, doing this, we have a great referral system with them too. Even if their patient doesn’t come to this event today, Hey, we had this mobile chiropractor here the other day. They were great. Here’s their card.

Audrey Kerchner:

Absolutely. You’re building your network. You’re gaining awareness. You’re going to probably get a couple new patients out of it. And then don’t forget that, you know, your patients know other people too, that’s part of your extended network. A lot of people forget that when they’re networking is that it’s not just the person in the room that you’re talking to. It’s everybody that they know. And you never know who people know.

Dr. Erica:

Exactly.

Audrey Kerchner:

I’ve had some crazy referrals myself just because of the people I’ve met and who they know. So if they’re like, well, I don’t need you. You’re still nice to them because they could have a friend, brother, sister, cousin that does need to know.

Dr. Erica:

Yes, who’s better suited.

Audrey Kerchner:

Absolutely. So let’s talk about what you do from an email perspective because I do know you have a newsletter and you already have your list set up for the event today, which is aces. That’s wonderful. So talk a little bit about what you do for email.

Dr. Erica:

So with regards to email, if we have a really great post, let’s say, from Instagram, or Facebook, or whatever, we try to recycle that into email format. It’s a lot easier on us to recycle formats because not everybody’s going to follow us on Facebook or Instagram.

Audrey Kerchner:

Right.

Dr. Erica:

But they might read our emails. So we can still have that education component and still be educating people on whatever it is that we’ve educated people on that week or that day. And they’re still absorbing that content and there’s still that value-added. And then we can also put the links to our social media. And if it’s a YouTube video, we can post the YouTube video on there.

Audrey Kerchner:

Absolutely, they all feed each other.

Dr. Erica:

Right.

Audrey Kerchner:

People consume in so many different ways. Gen Z, they’re the first generation that they’re like, I’m on everything, and I’m looking at all of it. It’s kind of insane. They’re on Instagram, they’re on Tik TOK, they’re on YouTube. They’re on YouTube. They love YouTube, by the way. And, you know, they’re not babies anymore. They’ve got buying power.

Dr. Erica:

I felt old for the first time a couple of months ago when I went to a lunch. It was a funding company for personal injury. And I walked in and I’m looking at them like, where are your wrinkles? Like, how old are you? Did you just graduate college? Probably. I felt old. That was the first time I ever felt truly old in my life.

Audrey Kerchner:

Gen Zs are hitting the workforce and in college. So they’re going to be your new chiropractors in five or six years.

Dr. Erica:

They are.

Audrey Kerchner:

And you’re going to already be established in all of that before they hit.

New Speaker:

Alrighty. Well, believe it or not, we’re so close to being done. It just went by so fast.

Dr. Erica:

I know, it does.

Audrey Kerchner:

Any closing thoughts from you on marketing, new business owners, anything you want to share with folks?

Dr. Erica:

Particularly with new business owners, I would just say you got to get out of your comfort zone. I mean, my husband is really great at going and talking to people. He always has been. That’s not my forte. I’ve definitely worked on that department since we’ve started. You got to get out of your comfort zone and go talk to people if you’re going to start a business. So that would be my biggest takeaway I think, personally, that I’ve learned through all of this is I’ve had to push myself and be like, okay, well what’s the most uncomfortable thing that I could do right now. That’s probably what I need to be doing

Audrey Kerchner:

So true. If it makes your stomach hurt or you cringe, you’re like, okay, I’m doing the right thing. I’m with you on that one. And, you know what, that doesn’t stop ever, so be prepared. We’ve talked about this, I’m 10 years into it. I do the exact same thing. What makes me cringe, then I’m going to go do that.

Dr. Erica:

Yes.

Audrey Kerchner:

And it’s been working so well so far.

So, Dr. Erica, if someone wants to experience mobile chiropractic care, maybe talk to you or Nick about what’s going on with them, what’s the best way for them to reach you?

Dr. Erica:

Email is probably the best right now. There’s a few ways that you can get in contact with us, but email is probably the easiest. So it’s admin@myaxononhealth.com, M, as in Michael, Y-A-X-O-N, as in Nathan, health.com. Otherwise, they can call (719) 358-8960 or they can follow us on social media. So you can follow us on Instagram. It’s @axonhealth on Instagram, or on Facebook, if you just search Axon Health, it should pop up.

Audrey Kerchner:

Well, thank you so much for your time today.

Dr. Erica:

Thanks for having me.

Audrey Kerchner:

I appreciate it.

Dr. Erica:

I appreciate it too.

Audrey Kerchner:

Here at Inkyma, we like to give back to the business community. I provide a free 45-minute consultation to any business owner, regardless of you’re looking for a marketing firm. If you’re just starting out and you need to make sure you’re going in the right direction, those 45 minutes are for you to learn or understand anything you want about marketing your business. Just go to the website Inkyma.com, I-N-K-Y-M-A.com. And in the upper right-hand corner, there’s a button for you to schedule a marketing evaluation, just pick your date and time and we are on the calendar together.

If you found this episode inspiring, helpful. If you want someone else to hear what Dr. Erica just shared, please share this podcast with everyone you know, from business owners to people that need chiropractors, because just like Erica, we’re about helping people with this podcast, helping business owners so that the entire business community grows and thrives. Thanks so much for listening and have an amazing day.

Announcer:

Thanks for listening to Marketing Strategy sponsored by Inkyma, online at I-N-K-Y-M-A.com. Listen to Marketing Strategies, now heard every Saturday morning at 9:30 on KPPF

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