ChiroX: Business Growth for Chiropractors

Corey Hiben
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  • Entrepreneurship
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Your dedicated resource for actionable strategies and expert insights to scale your chiropractic practice for greater impact and profitability. If you're a chiropractic business owner serious about growth, increasing revenue, and building a thriving practice, you've found your show.

  1. 1d ago

    $1M in Lost Patients. Zero Layoffs. Here's What He Did!

    What happens when one bad website decision cuts your Google new patients in half overnight? Dr. Kevin Farrar watched $40K–$50K in monthly new-patient opportunity disappear, and it took nearly a year to recover. In this episode, he breaks down that costly mistake, how he eventually made Facebook work after 15 years of frustration, and why he believes associates should be hired to be great doctors—not marketers. 🔎 Free Chiropractic Marketing Audit: Your Growth Roadmap to 7 Figures https://www.chiroxmarketing.com/services/marketing-audit Dr. Kevin Farrar runs Farrar Family Chiropractic in Plano and McKinney, Texas, and today has seven associates across his practice. But 15 years ago, he started with roughly $65,000 borrowed from family, maxed-out credit cards, furniture from his apartment, and even a second mortgage on his mom’s house to purchase an X-ray machine. In this conversation, Kevin shares how community outreach helped him survive the early years, why he now builds multiple patient-acquisition channels instead of depending on one source, and how bringing marketing management closer to the business finally turned Facebook from a break-even channel into a leading source of new patients. He also gets into the $1 million in opportunity he believes he left on the table, capacity versus fixed costs, patient retention, and why his job as an owner is to provide associates with the staff, training, equipment, and patients they need to succeed instead of sending inexperienced doctors out to generate their own leads. If you're a chiropractor trying to scale with associates, diversify your marketing, improve patient retention, or maximize the capacity you're already paying for, this episode is packed with lessons from both Kevin’s biggest wins and some very expensive mistakes. TIMESTAMPS: 00:00 Intro 01:23 Opening With No Plan 02:49 Grassroots Growth Playbook 05:54 Associates Not Marketers 07:48 Multiple Patient Pipelines 10:43 Making Facebook Finally Work 13:24 Speed To Lead Systems 14:49 Capacity And Fixed Costs 17:29 Scheduling And Equipment Limits 20:34 Team Mindset And KPIs 23:04 The Million Dollar Mistake 25:42 Scaling Without Profit 26:16 Adding Services Overload 27:01 Three Part Service Test 29:16 Best Services To Add 31:45 Top Funnel Offers 34:28 Service Margins Breakdown 35:23 Keeping Associates Long Term 38:44 Hiring Red Flags 40:48 Avoiding Bad Hires 44:05 KPIs That Matter 47:06 Retention To Wellness 50:13 Intentional Practice Wrap Up CONNECT WITH DR. KEVIN FARRAR: LinkedIn: https://www.linkedin.com/in/kevin-farrar-175a303b/ Website: https://farrarchiro.com/dr-kevin-farrar-chiropractor-plano PRO TIP: Don't let one marketing channel become a single point of failure for your practice. Kevin's approach is to keep as many “roads” into the practice open as possible—Facebook, Google, referrals, community outreach, professional referrals, and other channels—so when one slows down, the entire new-patient engine doesn't collapse. ABOUT CHIROX MARKETING: We help 7-figure chiropractic practices dominate local search and attract high-value patients through SEO, Google Ads, and website optimization. If you're doing $1M+ and want predictable patient acquisition without social media, visit https://www.chiroxmarketing.com/

  2. Sep 1

    Stop Being the Bottleneck. Here's How to Build a Practice Without You

    What happens when a family emergency pulls you out of your practice for almost four straight weeks — and the business actually grows without you? Dr. Andrew Oteo experienced exactly that, and it completely changed how he thought about systems, leadership, and scaling. After spending his first six years making mistakes in practice, he built Stonebridge Health into a multidisciplinary operation combining chiropractic, physical therapy, and medical care under one roof. 🔎 Free Chiropractic Marketing Audit: Your Growth Roadmap to 7 Figures https://www.chiroxmarketing.com/services/marketing-audit Dr. Andrew Oteo runs Stonebridge Health in The Colony, Texas, holds both a DC and an MBA, and serves as President of the Texas Chiropractic Association. In this episode, Andrew explains why his first practice inside a medical doctor's office failed within a year, how years of getting systems wrong eventually shaped the operation he runs today, and why being forced away from the practice for nearly a month proved his team could succeed without him. He breaks down the EOS principles he uses from Traction, weekly multidisciplinary grand rounds, quarterly alignment meetings, and the custom Power BI dashboard he built after realizing traditional EHR dashboards couldn't give him the numbers he actually needed. Andrew also explains how he tracks gross vs. net conversion and retention, uses Claude as an operating system for his team, approaches marketing through an “air, land, and sea” strategy, and why identifying bottlenecks is one of the most valuable things an owner can do. If you're a chiropractor who feels like everything still depends on you, struggles to understand the numbers behind the practice, or wants to build systems that create predictable growth without constant owner involvement, this episode gives you a practical look at how to transition from being the bottleneck to becoming the leader of the business. TIMESTAMPS: 00:00 Intro 01:11 Stop Being The Bottleneck 02:21 Hospital Wake-Up Call 03:26 Bottlenecks Inside And Outside 06:18 Ego And People Problems 11:33 Six Years Of Hard Lessons 18:16 Systems That Built Stonebridge 23:48 EOS Scorecards And Dashboards 27:01 Conversion Retention Metrics 31:11 What The Numbers Revealed 33:58 AI Enters The Practice 34:20 Deep Dive Your Tools 35:13 AI For Team Goals 36:21 HIPAA And The AI Race 39:40 AI Agents In Everything 44:11 Claude As Business OS 47:44 Master Your Tech Stack 52:02 Referral Engine Basics 55:37 Modern Marketing Mix 59:04 Why Associations Matter 01:01:00 Protecting Chiro In Texas 01:05:07 Member Value And Advocacy 01:08:34 Where To Find Dr Teo CONNECT WITH DR. ANDREW OTEO: Website: https://www.stonebridgept.com/ LinkedIn: https://www.linkedin.com/in/andrew-oteo-10b81717/ PRO TIP: Don't just track the numbers your EHR happens to give you. Decide which metrics actually tell you whether your practice is improving, then build a scorecard around them. Andrew separates gross conversion from net conversion — specifically tracking whether patients who actually have to reach into their own wallet still say yes — to get a clearer picture of how well the practice is communicating value. ABOUT CHIROX MARKETING: We help 7-figure chiropractic practices dominate local search and attract high-value patients through SEO, Google Ads, and website optimization. If you're doing $1M+ and want predictable patient acquisition without social media, visit https://www.chiroxmarketing.com/

  3. Aug 25

    12 Chiros in a Town of 7,000. He Opened Anyway!

    How do you open a chiropractic practice in a town of just 7,000 people with 12 competing chiropractors nearby and have 147 new patients already scheduled before opening day? Dr. Andy Armor and his wife built Compass Chiropractic by going all-in on community relationships, then grew it to roughly 450 patient visits per week with a 96% day-one close rate. 🔎 Free Chiropractic Marketing Audit: Your Growth Roadmap to 7 Figures ChiroxmarketingFree Chiropractic Marketing Audit | ChiroX Dr. Andy Armor co-founded Compass Chiropractic in Whitefish, Montana, after mentors, friends, and family warned him that the market was already too saturated. Instead of relying on a massive advertising budget, Andy says they built the practice on “coffee dates,” spending months connecting with local businesses, the chamber, and the community before the doors ever opened. In this episode, he breaks down what happened when they opened and later closed a satellite location, why he now looks for “intrapreneurs” when building his team, and the freedom model that allows associates to build great careers without taking on the burden of practice ownership. Andy also shares the boundaries that allow him and his wife Kaylee to successfully run a business together, why his prices have more than doubled without destroying patient volume, and the patient experience behind a 96% day-one close rate. We also get into his obsession with “unreasonable hospitality,” from personalized first visits and milestone experiences to building a dedicated Compass app designed to extend the patient experience beyond the physical clinic. If you're a chiropractor entering a competitive market, struggling with pricing, trying to improve conversions, or building a practice with your spouse or associates, this episode gives you a practical look at how differentiation, relationships, boundaries, and patient experience can become serious competitive advantages. TIMESTAMPS: 00:00 Intro 01:30 Why Open Here 02:37 Choosing Whitefish Life 03:46 147 Patients Prebooked 04:32 Coffee Date Marketing 07:10 Scaling Team and Hours 08:49 Satellite Clinic Lessons 11:46 Hiring the Right Docs 17:00 Freedom Model Culture 19:38 Working With Your Spouse 24:36 Pricing Value Mindset 27:49 Training Associates Belief 34:19 Building A Player Teams 35:09 Hiring Connectors 36:40 Incentives And Pay 37:15 Why Close Rates Win 40:25 Price Timing And Concerns 42:36 Follow Up That Works 43:37 Unreasonable Hospitality Playbook 47:14 Digital Experience And App 50:50 Patient Acquisition Mix 54:16 Standing Out Locally 57:41 Community Events And Culture 59:54 Reignite Your Vision 01:02:06 Where To Find Andy CONNECT WITH DR. ANDY ARMOR: Website: https://www.compasschirowf.com/ LinkedIn: https://www.linkedin.com/in/andrew-armor-546957138/ PRO TIP: Before spending heavily on ads, start building relationships where you actually practice. Andy entered a crowded market with limited startup capital and used months of one-on-one community connections to have 147 new patients booked before opening day. His lesson: in a local service business, genuine relationships can become one of your strongest acquisition channels. ABOUT CHIROX MARKETING: We help 7-figure chiropractic practices dominate local search and attract high-value patients through SEO, Google Ads, and website optimization. If you're doing $1M+ and want predictable patient acquisition without social media, visit https://www.chiroxmarketing.com/

  4. Aug 18

    She Sold Her Practice, Built 10 AI Employees, Made 6-Figures in 3 Months!

    What happens when the practice you spent 13 years building becomes so tied to your identity that letting it go feels impossible? Dr. Courtney Gowin started with just $6,000 in a basement, grew a maternal wellness practice to 10 providers, and then decided to sell after realizing the business she loved was pushing her beyond her capacity. Since then, she’s taken 600 chiropractors around the world through Wanderlearn retreats and built an AI agency that cleared six figures in under three months. 🔎 Free Chiropractic Marketing Audit: Your Growth Roadmap to 7 Figures https://www.chiroxmarketing.com/audit Dr. Courtney Gowin spent 13 years building a maternal and family wellness practice in Dallas, expanding from a basement office into a 3,000-square-foot center with chiropractic, midwifery, pelvic floor PT, IV therapy, ozone, and other providers. But while hosting a retreat in Costa Rica, one question forced her to confront where her life was heading—and ultimately led her to sell the practice she had considered her “first baby.” In this episode, Courtney breaks down the emotional and financial realities of selling a chiropractic practice, why transitioning to a membership model with recurring revenue made the business more predictable and sellable, and how constant international travel had exposed the danger of having revenue tied too closely to her personal presence. She also shares the 10-year futurecast exercise she uses with burned-out chiropractors, why chasing someone else’s definition of a million-dollar practice can come at too high a cost, and how she’s now using AI executive assistants and automation to remove repeatable work from practice owners’ plates. If you’re a chiropractor who has built a successful practice but feels exhausted, trapped by the business, or unsure what the next chapter should look like, this conversation will challenge you to redefine what success actually means—and build your business around the life you want instead of sacrificing your life for the business. TIMESTAMPS: 00:00 Intro 01:45 From Athlete To Chiropractor 03:56 Niche Marketing Advantage 06:57 Clarity And Messaging 09:12 The Decision To Sell 11:10 The Wrist Break Sign 15:15 Finding Buyers Fast 16:27 What Makes It Sellable 18:07 Valuation Timeline And AI 21:04 Membership Model Shift 23:06 Pricing And Tradeoffs 27:17 Membership Revenue Stability 27:52 Growth Blocks and Comparison 30:28 Retreats for Clarity 31:56 Real Talk at Retreats 35:30 Future Casting and Alignment 37:21 Goals Versus Moments 38:30 Selling the Practice Transition 40:36 Women Chiropractors Mission 42:03 AI Executive Assistant Setup 43:11 Authentic AI Marketing 43:59 Base44 No Code Builds 45:20 Getting Started With AI 49:14 Agentic AI Mindware Upgrade 51:57 AI for Headspace and Home 54:25 Monetizing AI and Wrap Up CONNECT WITH DR. COURTNEY GOWIN: LinkedIn: https://www.linkedin.com/in/courtney-gowin-88177364/ Website: https://www.wanderlearnretreats.com/ PRO TIP: Take Courtney’s 10-year futurecast and work backward. Get clear on who you want to be and what you want your life to look like a decade from now, then identify everything you’re doing today that doesn’t align with that person. If your definition of success requires sacrificing your health, family, or freedom, it may be time to redefine the goal. ABOUT CHIROX MARKETING: We help 7-figure chiropractic practices dominate local search and attract high-value patients through SEO, Google Ads, and website optimization. If you're doing $1M+ and want predictable patient acquisition without social media, visit https://www.chiroxmarketing.com/

  5. Aug 11

    How He Works Month On, Month Off and Runs a $3M Practice

    What does it take to build a $3 million chiropractic practice while working only three and a half days a week — and taking every second month off? Dr. Simon Floreani has spent 30 years challenging the traditional practice model, working with 30 associates, developing a progressive equity buy-in system, and building a business designed around his life instead of allowing the business to control it. 🔎 Free Chiropractic Marketing Audit: Your Growth Roadmap to 7 Figureshttps://www.chiroxmarketing.com/audit Dr. Simon Floreani runs Vitality Group in Australia and co-founded Chiropractic Mastery with his wife, Jennifer. In this episode, Simon breaks down the principle-driven approach that allowed him to go from working three days a week early in his career to eventually taking weeks, months, and even 10 months away from practice without watching the business collapse. He explains his progressive buy-in model, where the right associate can receive an initial 10% equity stake and progressively purchase more ownership, creating a pathway from associate to business partner instead of eventually losing entrepreneurial doctors to their own practices. Simon also explains why he believes chiropractors should be rewarded based on performance rather than salary, how Well Adjusted Babies grew from an associate manual into a book that sold roughly 500,000 copies, and how simply showcasing the beauty of chiropractic adjustments took his social media from zero to millions of views within six months. If you're a chiropractor who wants more freedom without sacrificing revenue, wants to retain great associates, or is trying to build a practice that can eventually operate without your constant presence, this episode offers a completely different way to think about ownership, succession, and designing your career. TIMESTAMPS: 00:00 Intro 00:53 Month On Month Off 01:24 Principle Driven Schedule 03:31 When Is Established 03:42 Becoming A Beacon 05:49 Numbers And Systems 08:30 Associates And Trust 09:29 Mastery And Coaching 12:41 Find Your Niche 14:16 Design Your Life 15:39 Inspiration And Quiet 18:34 Content That Spreads 20:29 Progressive Buy In 20:52 Performance Pay Mindset 23:13 Equity Steps Explained 29:57 Partnership Guardrails 32:08 Social Media Impact 33:34 Authentic Media Advice 34:24 Model What Works 35:26 Hands Only Legacy 36:41 Train Associates to Shine 39:19 Handling Haters Online 43:51 Belief Builds Confidence 48:50 Chasing Hard Cases 53:36 Rapid Fire Business Wins 55:56 Avoid Transactional Practice 57:58 Depth Connections and Plugs CONNECT WITH DR. SIMON FLOREANI: Instagram: https://www.instagram.com/simonfloreani_/ Website: https://vitalitygroup.com.au/ PRO TIP: Start testing whether your practice actually depends on you. Simon began by taking one week off, then two, then three, and eventually much longer periods. Instead of waiting until your practice feels perfectly ready, progressively remove yourself and use every weakness that appears to identify the next system, team member, or leadership gap you need to fix. ABOUT CHIROX MARKETING: We help 7-figure chiropractic practices dominate local search and attract high-value patients through SEO, Google Ads, and website optimization. If you're doing $1M+ and want predictable patient acquisition without social media, visit https://www.chiroxmarketing.com/

  6. Aug 4

    $4 to 24 Chiropractic Clinics. Built From a Starbucks Yellow Book

    Corey Malnikof built Palmer Care Chiropractic from just $4 in his pocket into a 24-location organization with more than 150 team members. In this episode, he shares the painful mistakes that almost derailed his journey, the systems he uses to scale multiple clinics, and why so many healthcare businesses fail after opening their second or third location. 🔎 Free Chiropractic Marketing Audit: Your Growth Roadmap to 7 Figures https://www.chiroxmarketing.com/audit Corey, Founder and CEO of Palmer Care Chiropractic, takes us behind the scenes of building one of the largest chiropractic organizations in the country. He explains how surviving financial rock bottom shaped his leadership philosophy, why he replaced Starbucks' Green Book with his own "Yellow Book" for leadership development, and the four key business levers he tracks across all 24 clinics. We also discuss hiring leaders, creating scalable systems, protecting culture during rapid growth, what private equity firms look for when making acquisition offers, and why most practices fail when they expand too quickly. Whether you're running one location or planning your next expansion, this conversation is filled with practical lessons for building a business that lasts. If you're a chiropractor who wants to open additional locations, build stronger leadership, improve operations, or create a business that can scale without constant chaos, this episode will give you a proven framework from someone who's done it successfully. TIMESTAMPS 00:00 Intro 01:03 The $4 Sandwich Low Point 03:18 Turning It Around Fast 08:18 Hustle to 150 Visits 12:28 Copying Starbucks and Amazon 16:31 Daily KPIs and Meetings 19:07 From 5 to 10 Clinics 24:11 Four Growth Levers System 25:58 AI in Clinic Operations 32:18 Getting Ready for Next Stage 32:49 Document Every System 34:12 Stress Test Failure Points 35:53 Spot Bottlenecks With KPIs 39:24 Pause And Prioritize Fixes 41:36 Replace Yourself To Scale 44:22 Common Growth Bottlenecks 44:58 Building A New Patient Machine 48:07 Digital Vs In Person Marketing 50:22 Choosing Markets By Footprint 52:56 Private Equity And Exit Options 58:07 AI For System Building 59:25 Make Growth Fun And Personal 01:00:13 Final Advice And Wrap Up CONNECT WITH COREY MALNIKOF: Website: https://www.coreymalnikof.com/ LinkedIn: https://www.linkedin.com/in/coreymalnikof PRO TIP: Before opening another location, make sure your first clinic runs on documented systems—not your personal effort. As Corey explains, scalable businesses are built on repeatable processes, strong leadership, and measurable performance, not just great clinical skills. ABOUT CHIROX MARKETING: We help 7-figure chiropractic practices dominate local search and attract high-value patients through SEO, Google Ads, and website optimization. If you're doing $1M+ and want predictable patient acquisition without social media, visit https://www.chiroxmarketing.com/

  7. Jul 28

    3 Failed Associate Hires. $3M Practice. State Chiro President

    How do you build a multi-million-dollar chiropractic practice in a county with more cows than people? Dr. Kris Arnold has spent the last 25 years proving that location isn't the limiting factor—leadership, systems, and vision are. As the owner of Live Well Chiropractic in rural Pennsylvania, Kris has built an 18-team-member practice with multiple associate doctors, a wide range of healthcare services, and a business that continues to grow without depending entirely on him. 🔎 Free Chiropractic Marketing Audit: Your Growth Roadmap to 7 Figures https://www.chiroxmarketing.com/audit In this episode, Kris shares the costly mistakes he made hiring associates, why looking for a "mini me" almost destroyed one of his best partnerships, and the hiring process he now uses to find long-term team members. We also discuss why most chiropractic practices have little resale value, how to build a business that can operate without the owner, why referrals account for nearly 70% of his new patients, and the systems his team uses to consistently generate them. Kris also explains how he structures additional services around chiropractic, why passion should drive expansion—not revenue—and how implementing the EOS/Traction system transformed him from a practitioner into a true CEO. Beyond his practice, Kris serves as the incoming President of the Pennsylvania Chiropractic Association, where he's working to strengthen the profession and advocate for chiropractors across the state. If you're trying to hire associates, improve retention, create a scalable practice, or eventually step away from day-to-day operations without sacrificing growth, this episode is packed with practical lessons. TIMESTAMPS 00:00 Intro 01:07 Why Lead The PCA 03:25 No Pay Just Service 07:10 Membership Gap Reality 09:54 Selling The ROI 11:35 Associate Hiring Mistakes 15:02 Better Associate Treatment 17:33 Fast Hiring And Trial Week 19:08 Stop Chasing Unicorns 21:22 Recruiting Rural Talent 23:09 Associate Funnel Strategy 25:58 Supply Shortage Pipeline 28:03 Workforce Motivation Debate 29:24 What Keeps Him Up 29:51 Big Vision Small Town 31:31 Retention Builds Growth 32:07 Blue Ocean Marketing 33:49 Referral Systems That Work 36:41 Email Nurture Strategy 41:58 Adding Services Wisely 46:31 Marketing Ancillary Services 49:13 EOS And Coaching Mindset 54:01 Build A Sellable Practice 57:49 Final Advice And Associations CONNECT WITH DR. Kris ARNOLD Website: https://live-well-chiro.com/meet-our-team/ LinkedIn: https://www.linkedin.com/in/kris-arnold-35053631a PRO TIP Don't build a practice that only works when you're in the building. Build systems, develop leaders, and create a business that can continue serving patients—even when you're away. ABOUT CHIROX MARKETING We help 7-figure chiropractic practices dominate local search and attract high-value patients through SEO, Google Ads, and website optimization. If you're doing $1M+ and want predictable patient acquisition without relying on social media, visit https://www.chiroxmarketing.com/

  8. Jul 25

    He Built 10 Clinics, Sold Every One to His Own Associates

    Most chiropractors believe associates are the problem. Dr. Noel Lloyd believes the real problem is how owners build them. After a devastating skiing accident forced him out of active practice, Noel had no choice but to learn the business side of chiropractic. That challenge eventually led him to build 10 successful chiropractic clinics, develop more than 70 associates, and create the Win-Win Associateship model that has helped countless chiropractors scale while working less. 🔎 Free Chiropractic Marketing Audit: Your Growth Roadmap to 7 Figures https://www.chiroxmarketing.com/audit In this episode, Noel explains why 85% of associateships fail, how owners unintentionally set associates up to lose, and why attracting and developing great chiropractors is a leadership problem—not a hiring problem. We dive into his proven framework for building motivated associates, creating profitable compensation structures, producing consistent new patients through community outreach, and building systems that allow clinic owners to step away without sacrificing growth. You'll also hear why fun is an underrated business strategy, how to identify high-performing associates before hiring them, why every chiropractor must become a marketer, and the key metrics every practice owner should track to build a scalable business. If you're struggling with associates, trying to open additional locations, or simply want a chiropractic business that creates more freedom instead of more stress, this episode is packed with decades of practical experience. TIMESTAMPS: 00:00 Intro 00:51 Ski Crash Turning Point 02:50 Forced Out of Practice 05:56 Building Clinics Through Associates 10:09 New Patient Engine 11:58 Hiring The Right Associate 17:08 Win Win Associates Model 19:08 Community Outreach Playbook 22:33 Make Marketing Fun 27:58 Why Associateships Fail 31:38 Growth Breakthroughs Today 35:38 Systems Integrators And Pay 45:12 Track The Right Numbers 47:24 Books Systems And Culture 51:02 Programs And Where To Find 52:33 Ski Crash and Injury 54:32 Surgery Pressure and Doubts 56:54 Rehab and Leaving Practice 05:56 Building Clinics After Setback 09:54 Associate Hiring Formula 01:10:50 Outreach That Drives Patients 24:20 Making Marketing Fun 01:19:40 Why Associates Fail 01:23:20 Growth Limits and Mentorship 01:27:20 Systems Numbers and Leadership 01:33:21 Books Mindset and Possibility 49:45 Final Advice and Plug CONNECT WITH DR. NOEL LLOYD: New Patient Academy: https://thenewpatientacademy.com/ LinkedIn: https://www.linkedin.com/in/chiropracticcoach PRO TIP: Great associates aren't found—they're built. When owners provide clear systems, meaningful incentives, ongoing coaching, and a steady flow of new patients, associates become long-term partners instead of short-term employees. ABOUT CHIROX MARKETING: We help 7-figure chiropractic practices dominate local search and attract high-value patients through SEO, Google Ads, and website optimization. If you're doing $1M+ and want predictable patient acquisition without relying on social media, visit https://www.chiroxmarketing.com/

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Your dedicated resource for actionable strategies and expert insights to scale your chiropractic practice for greater impact and profitability. If you're a chiropractic business owner serious about growth, increasing revenue, and building a thriving practice, you've found your show.

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