WEBVTT
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Factor spelled FA k t R stands
for Functional and Kinetic Treatment with Rehabilitation.
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Over the past decade, this unique
approach to treating pain and dysfunction has been
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utilized by healthcare providers on six continents, serving as a framework that guides clinical
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decision making and patient visits around the
globe on a daily basis. With this
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podcast, our goal is simple to
bring the best and brightest in clinical education
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to the forefront and empower practitioners with
cutting edge, evidence based content that improves
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patient outcomes and inspires healthcare providers to
continually evolve their approach to treatment. In
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each episode, we will feature a
training or interview with some of the top
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minds and healthcare in a short format
that is easy to digest, with actionable
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information that you can implement into practice
right away. Let's get started. Hi,
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guys, welcome to the Factor Podcast. I'm your host, Jessica Riddle.
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If this is your first time tuning
in, welcome and thanks for listening.
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Today we wrap up part two of
our training on marketing versus Branding with
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Jordana McGonagall. I have to be
honest, I'm in the midst of a
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growth phase for two of my businesses
Right now, we have new websites launching
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soon, new product offerings, and
an expansion of services. It's a little
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overwhelming, to say the least,
and sometimes it's easy to feel like I'm
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underwater ninety nine point nine percent of
the time. And to top all of
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that off, I've also been doing
this for ten years now, and while
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I've developed more of a tolerance for
the stress that comes with the growing pains
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of business ownership, I also look
back and think about all of the things
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I wish I would have known when
I started, or sometimes I regret the
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things that I didn't prioritize early on
that cost me valuable time and money.
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Brand development is one of those crucial
things that you have to understand and solidify
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in order to set yourself up for
long term success, and today's guest speaker
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is one that I specifically chose to
tackle this topic my longtime friend and business
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partner, Jordana McGonagall. Jordana is
a marketing professional with twenty five years of
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experience in media, branding and public
relations. When I say she has literally
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been involved in every aspect of what
it takes to build and grow incredible brands.
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I'm not exaggerating. Jordana and I
first met back in twenty twelve when
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we were working together for a full
service marketing agency and business magazine. We
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ran incredible events together collaborated on groundbreaking
creative work for a number of small and
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large clients and a diverse mix of
industries. She also served as editor and
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later publisher of a business magazine where
her creative approach to sales one Jordana national
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recognition and served as a framework that
is still used by publishing houses to this
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day. Currently, Jordana is a
strategist and content developer under her own consulting
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company. She's also the co founder
of a Lesium Creative Collective, our joint
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venture that employs creative freelancers from across
the globe to collaborate on marketing projects for
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companies small and large. She's also
adjunct Professor of Journalism at Firman University.
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And while she wears many hats,
she has a passion for helping companies and
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organizations with strategic marketing, event planning
and management, branding, copywriting and publication
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development. So hit the pause button, grabs something to take notes with today's
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information will offer some insight into changes
that you can make immediately to catapult your
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practice to the next level. If
you can't take notes now, be sure
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to bookmark or download this episode and
come back to it later. You can
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also always download the PDF of our
slide down in the show notes. With
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all that being said, let's start
the intro music and get started. So
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let's talk a little bit about brand
extensions. This is how your brand exists
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in the public realm. Once you
have that brand statement, then you can
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go and develop what that brand statement
looks like feels like. Your brand extensions
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could be anything from your logo,
your brand colors, your office design and
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location, office procedures, who your
target customer is, even your website,
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and your marketing efforts. So let's
play this out again using our example from
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before of serving elite athletes. The
practice who serves elite athletes is going to
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have a much different look, feel, procedures, locations, etc. From
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someone who is serving primarily pregnant women. The market has different needs, it
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has different expectations. You may decide
if you are serving pregnant women that your
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logo needs to be more feminine and
freely, whereas if you're serving elite athletes,
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you're going to want something strong and
foundational. So all of these decisions,
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while you may have previously made them
kind of haphazardly. Oh I like
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the color blue, so I'm going
to make my logo color blue. There
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are other things that can be explored
just by nature of who you have decided
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you want to be and who you
have decided your customers should see you as.
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So these brand extensions. And there's
far more brand extensions than I list
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to hear. These are some of
the most common. These are some of
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the easiest to understand office procedures.
If you're dealing with pregnant women, you
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may have a gentler office procedure than
an elite athlete screaming across the room.
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Hey, come on in. It's
much different than oh, hey, it's
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so great to see you. Would
you like a glass of water while you
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wait? They're totally different feelings.
And look, there's not a right or
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wrong, but it's how it all
fits together to create that unique experience for
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your customer. So let's get into
how this all works together. We've talked
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about branding, we've talked about marketing. We've got a little bit of a
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feel for brand statements. So we're
going to do a case study on one
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of the most popular brands in the
world today, which is Starbucks Coffee.
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Now, Starbucks Coffee, you either
love it or hate it. If you
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don't love it, you probably have
still tried it. And if you haven't
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tried it, you probably still know
that there's one close by. And if
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you don't have one close by,
you still know who I'm talking about.
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So that's the power that we're talking
about that this brand currently has in the
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global and not really even the US, but in the global market. So
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Starbucks, when you look at their
brand statement, they're known for a lot
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of things, but their actual brand
statement that they put forward is to inspire
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and nurture the human spirit, one
person, one cup, and one neighborhood
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at a time. Now, that's
very through Through inspiring and nurturing the human
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spirit, those aren't tangible things,
they are measurable, but they do evoke
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that emotion. They want to be
a place of inspiration, they want people
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to feel comfortable there. And the
one person, one cup they do very
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well in terms of how it has
affected their branding. They write your name
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on the cup, so you have
your own cup. The one neighborhood at
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a time is an explanation of their
growth pattern, which has been absolutely bonkers
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in terms of a marketing function,
the amount of growth that they have.
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So when you put all of this
together, it's a great brand the statement.
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But again, their customers not sitting
there deciding if they want coffee based
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on whether or not Starbucks is going
to nurture their human spirit today, that's
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just the guiding principle. It is
going to direct the brand and further direct
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the marketing. So let's take a
quick look at the brand and then how
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it integrates into the marketing efforts.
So when you think of the Starbucks brand,
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and again I want you to remember
that the brand as we are talking
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about it currently right this second,
is less what you are putting out there.
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Your brand is very much what people
perceive of you. So you can
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be putting it stuff out all day
long. I'm this, I'm this,
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but if people don't see that,
if it's not executed well and they don't
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pick up on it, you could
walk away with a totally different brand perception
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than what you're putting out there.
So let's talk about the brand perception of
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Starbucks. We know it as good
coffee. I put an asterisk here because
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I have a ton of coffee natos
who will tell me it's terrible coffee.
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And then I have a ton of
friends who swear that that's the only place
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they're going to get it. I'll
leave that up to you, but generally
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it's good coffee. They've become known
as a place to work. So if
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you need to write your next novel, or you just need a place to
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squat and do some paperwork while you're
waiting on coffee, they are the place
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to go. There's always a table, they're always booked up, but you
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can grab it, set down your
laptop and get a little bit of work
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done. They're available everywhere. That
is directly related to their brand positioning in
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that they were called every neighborhood,
and so they have made big efforts to
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be available everywhere. But they are
available in target, they are available in
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the grocery store. They are available
probably three on a major highway within a
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few files of each other. And
then if you get into this sort of
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more fun perceptions or the perceptions that
were maybe unintended but people still have about
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them, and that is they are
a foundational element of hipster culture. Starbucks
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was the cool before it was cool
element a decade ago. They are known
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for bad name spelling, so there
are blogs dedicated to how badly your name
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got spelled on your cup, and
so they've become really well known for that.
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And unfortunately, if you've watched the
news lately, they have a lot
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of press going on in terms of
union breaking their labor practices. So without
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going into that, there's a lot
that Starbucks is known for, and the
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Starbucks brand invokes thoughts of these things
or memories of these things. Now,
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let's talk about how that affects their
marketing efforts or what there. Let's look
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at what some of their current marketing
efforts have been. So one of their
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campaigns was Tweet a Coffee. Now, this Tweet a Coffee was done primarily
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on Twitter, but through social media, and it was a way that you
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could tweet a friend and basically buy
them a cup of coffee as a token
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of friendship. Well, this was
a highly successful campaign. Within just a
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matter of days, it drew in
more than one hundred and eighty thousand indirect
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sales. So these are sales directly
related to the Tweet a Coffee campaign.
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Now the probably more indirect sales people
that had seen it came in, Oh,
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I haven't had a Starbucks lately.
I'm going to run on over there.
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But the bigger thing that happened with
tweet a coffee is that they built
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a database, because it's not all
about revenue. Tweet a Coffee not only
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brought in one hundred and eighty thousand
dollars in sales, it also built up
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a database of twenty seven thousand unique
users. Because as you tweeted your coffee,
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you had to connect your social network, you had to give them your
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name, and you had to give
them your email. And so with those
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things, guess what, They've got
your information now and they can further market
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to you, which means that five
dollar cup of coffee that you just bought
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a friend will eventually turn into that
twenty dollar fifty dollars a month habit that
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everyone's trying to break. Some other
campaigns that they've done, Starbucks has had
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some incredible veteran hiring efforts and campaigns. A few years ago, I think
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it was a goal to hire ten
thousand veterans within the by a year's end.
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They absolutely superseded that, and so
They really had a great campaign in
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terms of a veteran hiring the Red
Cup. This may be the most popular
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and long lasting one. This is
the reason that everyone got up in arms
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about Christmas and saying Mary Christmas because
it was the Red Cup, and instead
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of putting out a Christmas themed cup
or all they themed cup or whatever for
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the holidays, Starbucks released the Red
Cup. They have since had other efforts
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design your own Red Cup, artists, campaigns, that kind of thing,
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but the Red Cup has kind of
lived on as one of these societal type
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things that has happened. Starbucks did. When Taylor Swift released her Red album,
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they did a Red collaboration again with
the Red Cup and released special singles
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of Taylor Swift. Or you could
go into any Starbucks and say I want
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Taylor's drink and you would get the
drink that she typically ordered, which was
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something caramel frappuccini. I don't know, but it was an incredible effort to
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cross over a bridge and immediately bring
in Taylor Swift fans into the Starbucks fold.
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And then finally in twenty seventeen,
Starbucks released for three weeks only,
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the Unicorn Frappuccino I don't know if
you had a chance to try it.
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It was terrible, but it got
a lot a lot of drive. There
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were people everywhere who would stand in
line to get this unicorn frappuccino, post
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their pictures on social, which would
make all their friends want to go try
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it as well. And somehow no
one ever really told all their friends on
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social this is the worst drink I've
ever had in my life. And so
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it actually was a huge success.
They sold so many of those things.
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I'm surprised they haven't brought it back, but maybe that was because it was
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terrible. And so if you're looking
at this at the marketing efforts, they
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are very different from the brand perception. Now, the marketing efforts are great.
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They build revenue, they can build
positive engagement, they can build positive
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brand perception. But when it all
comes down to it, if a customer
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or some random person on the street, here's the name Starbucks, which of
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these sides do you think that they
will remember? Well, they remember that
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they had a collaboration with Taylor Swift
at one point, will they remember the
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unicorn frappuccino. Probably not, But
they will remember that blog that they love
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with the bad name spellings, or
they will remember it as yeah, that's
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pretty decent cup of coffee. I
might run in there. So when it
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comes down to it, the brand
perception is always going to win out,
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and what people think about your brand
matters. The most important thing about this
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is if you don't take the time
to define your brand, your customers will
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do it for you. So if
you're already in practice and have not gone
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through the process of determining your brand
statement, your brand positioning, what you
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look like, how does it all
work together. If you haven't done that,
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please take the time to go back
and make sure that everything is working
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cohesively towards that end experience for the
customer. I promise it will pay off.
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But it also sets the stage for
all of your future marketing efforts,
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and it sets the stage for how
people will perceive you and your brand.
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It allows you to have a voice
in that conversation. Whether or not they
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listen to that voice, they perceive
you as something completely different. That is
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something that will take execution and good
strategy, but you at least have a
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voice in that conversation. So as
we wrap up, I think we've discovered
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a lot today. We've talked about
a lot, but I want to give
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you a few action items where to
start. Geordana, that's great information.
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That's a lot. And by the
way, I see a bajillion patience a
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day and there's no way I have
any time for this, and I know
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it's important, but I just can't
get there. All right, let me
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break it down for you. We're
going to break this to three major sections.
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And by the way, if you
can't do any of these things on
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your own, there are agencies that
will help you. There are freelancers that
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will help you. So don't let
it go undone just because you have a
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perception of what time you have,
how limited is make the time or make
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this as an important piece of your
business, because I promise it is one
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of the most foundational elements of your
business that there is. So Step one,
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what we're gonna do is we're going
to go create that brand statement,
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one to two sentences telling people who
you are and what they can expect.
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Take an hour and work through this. It doesn't have to be forever,
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it doesn't have to be a week
long project. Just take an hour or
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two and really think through those elements
and what you how you can shape them
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into who you want to be perceived
as. Once you've done that, step
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two, align your brand elements.
Ensure that those elements, the website,
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logo, all of those things align
with your brand vision and your brand statement.
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Make sure they are working cohesively together
and not separately in different directions.
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Finally, market accordingly. Use the
knowledge that you build through the brand statement
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through aligning your brand elements to create
a message to target the ideal customer and
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give them a message that will resonate
and give them a call to action that
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will engage them. If you can
do those three things, that is in
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a very very large Dutch shell marketing, that is getting all of your ducks
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and rogoing the same direction towards an
effort towards some sort of response. So
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if you can do that, you
will be head and shoulders above so many
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of the other practitioners out there,
and as we mentioned, there are so
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many out there. That is crucial
that you figure out how to differentiate yourself
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and how to get that next customer
with what you have in your arsenal.
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Today's training is brought to you by
Southeast Professional Education Group. Are you a
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00:19:14.880 --> 00:19:18.400
healthcare provider interested in teaching. Have
you developed content or a curriculum, but
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have no idea how to get started
in continuing education. Maybe you sit on
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the board for an association or group
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live conference, but the logistics,
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for your volunteer led group. If
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then it sounds like you could use
our help. For almost a decade
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now, Southeast Professional Education Group also
known as Southeast Sports Seminars, has helped
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individual instructors, membership organizations, higher
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create memorable virtual and live events in
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the experience, then, know how, and the infrastructure to help you bring
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your event or course offering to life. For more information, visit the link
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in our show notes to schedule a
call with a member of our team.
242
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We can't wait to speak with you. So that said, I know we
243
00:20:11.519 --> 00:20:15.559
covered a lot. I would love
to know if you guys have any questions
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00:20:17.279 --> 00:20:22.400
happy to answer anything that you might
have. Definitely let me know and I
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00:20:22.440 --> 00:20:25.480
will be happy to answer them as
best as I can. Awesome, Thank
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00:20:25.480 --> 00:20:29.359
you so much, this has been
really great and informative. We have had
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00:20:29.359 --> 00:20:32.359
a few questions that come in,
so we can kind of dive right in
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with those. Going back to what
you were saying regarding branding and developing the
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brand statement, how important do you
feel it is for office staff and each
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00:20:42.480 --> 00:20:47.359
member of the team to kind of
understand and be on board with that brand
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statement. I think it's one of
those things that I think it's important for
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00:20:51.519 --> 00:20:55.079
them to understand, but it's not
critical. Like if you have someone that
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just doesn't get it, and they're
there for the nine to five, right,
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they're answering phones, they don't need
to get it so much as they
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need to follow the processes that you
shaped out of that. So, for
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example, if you let's say you
have a front desk assistant and you serve
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primarily let's say a senior citizens market, I don't know that that really exists,
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but if it does, it's out
there. So you primarily serve senior
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citizens, And so part of the
processes that you build that come out of
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your brand statement is that you will
always keep an eye on the door.
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You will grab the door for anyone
that comes in who might be struggling that
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you will always ask on the phone
if they're going to need any sort of
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assistance to get out of their car, etc. Etc. You decide that
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this is important because this is the
market that we serve, and so these
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are the office processes. As long
as that front desk person understands that that
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is a non that's a no go, you cannot get rid of that.
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And this is how we treat our
customers. It's less important that they know
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why. Now, ideally they would
know why, and they would be fired
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up about and passionate about your market
and passionate about your customers, and they
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would really absorb that and be able
to then further make decisions on their own
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and judgment calls on their own according
to that brand statement. But it's not
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critical. It's not something that will
make or break your business as long as
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they are adhering to the processes and
systems that you put in place according to
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your brand statement. Absolutely, I
think, and as you said, it's
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so important that they just kind of
adhere to the pieces of process even if
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they don't have a deep understanding of
the branding statement. Along those same veins,
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when it comes to developing this brand
statement, how important is the language
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that you use. A lot of
practitioners oftentimes tend to use clinical words or
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clinical language. How important is it
to use the right type of language when
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developing this brand statement, not only
for your internal audience with your staff,
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00:23:08.279 --> 00:23:12.319
but then also your patients. Yeah, so I am a language person,
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I'm a wordsmith. I believe that
there is inherent power in the type of
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word that you choose to do any
sort of thing that said, a brand
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statement, because it is not so
much forward facing, it's more important that
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you feel that it captures the essence
of who you are. If that is
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very clinical, if that is very
bleached and medical and straightforward and no emotion,
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00:23:41.559 --> 00:23:47.240
then so be it. But just
understand that as you hand off that
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brand statement, as you onboard someone
or say this is who we are and
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this is what we stand for,
that they may not have the same reception
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00:23:55.480 --> 00:24:02.519
to that as if you had considered
emotive words, or how the statement makes
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00:24:02.519 --> 00:24:07.240
someone feel, or what emotions it
evokes. So one of those things.
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So much of this is great area. Does it matter? Yes? Will
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it break you No? One of
our attendees wrote in and said they are
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new in practice and just now beginning
this process of developing a brand. Is
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it more important to first decide on
who your ideal patient is and then shape
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the brand around that persona or is
it better to create your brand first and
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then seek out patients that fit that
mold. I think, and I could
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be completely wrong on this, but
I think when you go into practice,
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you have a good idea of who
you want to work with. That may
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not be a specific market demographic.
That may not be pregnant women, or
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athletes or senior citizens. It may
just be like, I want to serve
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this area, right, I want
to be the best XYZ in this location.
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00:25:03.279 --> 00:25:07.000
But you have to really decide what
those values are and what is most
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important to you and if you can
kind of rank the top three or five
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00:25:11.960 --> 00:25:15.480
or ten things, these are the
things that are important to me, and
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00:25:15.559 --> 00:25:19.200
this is who I think we should
serve. It matters less on what that
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person looks like. It matters more
on how those decisions that are kind of
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non negotiables for you as a person
as a business owner, how they further
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shape the rest of the conversation and
then get into building out the brand.
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But I would always start with that
deep internal conversation of what do I want
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this practice to look like, who
do I want it to serve? How
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do I want people to feel when
they leave? And if you can start
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00:25:52.240 --> 00:25:55.839
with that and answer some of those
questions, then I think that you'll get
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a lot further in the brand discussion
than if you just start with what colors
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00:25:59.519 --> 00:26:03.960
do I and what kind of shape
should buy? Logo? Be absolutely and
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00:26:03.000 --> 00:26:08.839
I feel like there's a big misperception
out there about logos being your brand,
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00:26:10.480 --> 00:26:15.720
about a logo representing your brand,
and while it is a component of it,
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00:26:15.359 --> 00:26:18.839
as you mentioned in the presentation,
branding is about so much more than
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00:26:18.960 --> 00:26:23.759
just here our colors and here's our
thank you so much. I think my
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00:26:23.960 --> 00:26:27.000
microphone might have been muted there.
I'm going to ask that question one more
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00:26:27.000 --> 00:26:33.200
time. I was just talking away
every here. If you have questions that
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00:26:33.279 --> 00:26:37.400
come to mind, please chat those
in. I am still watching the live
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00:26:37.480 --> 00:26:40.000
chat here. We have just a
few more minutes, so I wanted to
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00:26:40.000 --> 00:26:44.039
wrap up with one interesting one that
was submitted. This is a doc that's
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00:26:44.039 --> 00:26:47.799
been in practice for twenty years.
He says that he's now bringing in a
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00:26:47.839 --> 00:26:52.960
new partner, which is making him
consider a rebrand for the practice. What
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00:26:52.079 --> 00:26:57.720
are your suggestions for how we get
started with this process together. I think
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00:26:57.759 --> 00:27:00.880
that last word is key, and
that's what I was going to ask,
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00:27:02.160 --> 00:27:07.599
is are you, as a business
owner, deciding to rebrand because you're going
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00:27:07.640 --> 00:27:11.599
to have someone new in the practice
or are you deciding to rebrand because you
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00:27:11.640 --> 00:27:18.480
want someone else's identity and vision shown
throughout the brand. Now, So if
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00:27:18.599 --> 00:27:23.599
the goal is truly bringing on a
new partner, bringing on a new practitioner,
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00:27:25.000 --> 00:27:29.119
and I want this person's identity to
be reflected in who we are,
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00:27:29.680 --> 00:27:33.880
then I think the first step is
really going through that same thing as you
335
00:27:33.920 --> 00:27:40.400
would individually. Who are you now? What has changed? Has anything changed?
336
00:27:40.759 --> 00:27:45.240
And not everything probably would change because
if a partner's coming on board,
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00:27:45.279 --> 00:27:49.680
it's likely because they saw something in
the practice that they really liked. So
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00:27:51.160 --> 00:27:55.799
you've got to figure out You've really
got to do this dissection work of what
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00:27:56.160 --> 00:28:00.400
days, what goes, and what
changes, and until you have some sort
340
00:28:00.440 --> 00:28:08.279
of agreement on that and what that
looks like going forward, it'll be really
341
00:28:08.319 --> 00:28:11.400
really hard to make decisions on the
other stuff. Now, sure, you
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00:28:11.440 --> 00:28:15.920
could do a brand new logo and
you could change it up and do a
343
00:28:15.960 --> 00:28:21.920
marketing campaign now come see doctor Smith, but it will be far less effective
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00:28:21.960 --> 00:28:26.799
because there's not a cohesive brand driving
that decision. The second part of that
345
00:28:26.920 --> 00:28:30.880
question that he asked was are there
any challenges that we should foresee when it
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00:28:30.920 --> 00:28:37.279
comes to rebranding, any kind of
pushback we should anticipate from our existing patients?
347
00:28:37.359 --> 00:28:41.039
How do we keep from having confusion? That's a really, really good
348
00:28:41.119 --> 00:28:45.000
question, and it is a question
that has plagued people who have done a
349
00:28:45.039 --> 00:28:49.839
rebrand since forever. And the best
answer I could give you because there is
350
00:28:49.880 --> 00:28:56.359
there's a lot of opportunities for mismanaged
expectations. There's a lot of opportunities for
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00:28:56.920 --> 00:29:03.240
someone to understand that you were once
this and now you're this, or oh,
352
00:29:03.279 --> 00:29:07.359
I got this postcard in a mail
from your competitor and it's actually from
353
00:29:07.359 --> 00:29:11.000
you. So there's a lot of
the opportunity. So the best thing I
354
00:29:11.039 --> 00:29:18.480
can say is brush up your communication. You have to communicate well, communicate
355
00:29:18.599 --> 00:29:22.880
often. Tell all of your current
customers, Hey, we're going through a
356
00:29:22.960 --> 00:29:26.440
rebrand. Our new name is this. Tell them again and again and again
357
00:29:26.519 --> 00:29:30.240
when they come in for their appointments, give them a card with the new
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00:29:30.279 --> 00:29:33.920
logo. Switch out the logos and
the brands as the elements come out of
359
00:29:33.960 --> 00:29:38.000
that brand transition, make sure that
those are visible, make sure that that
360
00:29:38.160 --> 00:29:48.200
you call attention to them, You
over communicate those things in order to manage
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00:29:48.240 --> 00:29:53.920
your current patient load but also to
hopefully bring in a new patient load.
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00:29:55.119 --> 00:30:00.519
So it is a tricky process.
These are things that even seasoned market like
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00:30:00.680 --> 00:30:06.240
myself, I've been through a number
of different rebrands with clients and there's this
364
00:30:06.359 --> 00:30:11.039
question every single time, is what
are we about to step into And the
365
00:30:11.079 --> 00:30:15.039
truth is, you don't know.
So the best thing you can do is
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00:30:15.039 --> 00:30:18.400
just make it crystal clear what you're
doing, why you're doing it, and
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00:30:18.480 --> 00:30:25.119
how it affects them. And if
you can manage that level of communication before,
368
00:30:25.319 --> 00:30:30.440
during, and after the rebrand,
you will eliminate a lot of the
369
00:30:30.480 --> 00:30:33.920
opportunity for those kind of hiccups along
the way. Awesome, Thank you so
370
00:30:34.000 --> 00:30:37.680
much. I think this has been
again incredibly informative. This is a type
371
00:30:37.680 --> 00:30:42.079
of education that we feel like is
very important for practitioners, whether you've been
372
00:30:42.240 --> 00:30:47.240
in practice for two minutes or for
two decades, we do think this is
373
00:30:47.279 --> 00:30:52.319
really important to understand. So one
of the things that Jordana mentioned earlier was
374
00:30:52.480 --> 00:31:00.240
the flight Path relationship with Texas Chiropractic
College. Flight Path essentially is a curriculum
375
00:31:00.279 --> 00:31:07.559
that teaches healthcare providers about how to
launch and successfully operate a business. A
376
00:31:07.559 --> 00:31:11.039
lot of that involves marketing, but
some of it also touches upon other aspects
377
00:31:11.039 --> 00:31:17.000
of your business such as financing,
contracts and things of that nature as well.
378
00:31:17.240 --> 00:31:19.720
Jordana, thank you so much for
this presentation today. It's been great
379
00:31:19.720 --> 00:31:25.839
information and I know I learned a
lot. I know our attendees certainly learned
380
00:31:25.880 --> 00:31:38.160
a lot as well. Thank you
so much. That's it for today's episode.
381
00:31:38.319 --> 00:31:41.480
Be sure to tune in for episode
fifty three, where we feature a
382
00:31:41.519 --> 00:31:48.319
new training with doctor Michael Lvich titled
Muscle Memory How your Brain uses muscle tone
383
00:31:48.319 --> 00:31:52.240
to map the world. We will
be discussing how the brain maps out the
384
00:31:52.279 --> 00:31:57.119
body using muscle tone and how that
integrates with vestibular and visual inputs. You
385
00:31:57.119 --> 00:32:01.400
won't want to miss it. Episode
fifty three drops in two weeks. You
386
00:32:01.440 --> 00:32:06.759
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In our show notes, you also
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Factor education dot com. That's faktr
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time. Hey guys, If you
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you to visit our website at factor
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t R hyphenstore dot com to find
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00:00:17.960 --> 00:00:24.519
Factor spelled FA k t R stands
for Functional and Kinetic Treatment with Rehabilitation.
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00:00:24.960 --> 00:00:29.239
Over the past decade, this unique
approach to treating pain and dysfunction has been
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utilized by healthcare providers on six continents, serving as a framework that guides clinical
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decision making and patient visits around the
globe on a daily basis. With this
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podcast, our goal is simple to
bring the best and brightest in clinical education
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to the forefront and empower practitioners with
cutting edge, evidence based content that improves
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patient outcomes and inspires healthcare providers to
continually evolve their approach to treatment. In
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each episode, we will feature a
training or interview with some of the top
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minds and healthcare in a short format
that is easy to digest, with actionable
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information that you can implement into practice
right away. Let's get started. Hi,
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guys, welcome to the Factor Podcast. I'm your host, Jessica Riddle.
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If this is your first time tuning
in, welcome and thanks for listening.
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Today we wrap up part two of
our training on marketing versus Branding with
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Jordana McGonagall. I have to be
honest, I'm in the midst of a
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growth phase for two of my businesses
Right now, we have new websites launching
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soon, new product offerings, and
an expansion of services. It's a little
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overwhelming, to say the least,
and sometimes it's easy to feel like I'm
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underwater ninety nine point nine percent of
the time. And to top all of
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that off, I've also been doing
this for ten years now, and while
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I've developed more of a tolerance for
the stress that comes with the growing pains
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of business ownership, I also look
back and think about all of the things
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I wish I would have known when
I started, or sometimes I regret the
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things that I didn't prioritize early on
that cost me valuable time and money.
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Brand development is one of those crucial
things that you have to understand and solidify
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in order to set yourself up for
long term success, and today's guest speaker
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is one that I specifically chose to
tackle this topic my longtime friend and business
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partner, Jordana McGonagall. Jordana is
a marketing professional with twenty five years of
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experience in media, branding and public
relations. When I say she has literally
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been involved in every aspect of what
it takes to build and grow incredible brands.
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I'm not exaggerating. Jordana and I
first met back in twenty twelve when
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we were working together for a full
service marketing agency and business magazine. We
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ran incredible events together collaborated on groundbreaking
creative work for a number of small and
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large clients and a diverse mix of
industries. She also served as editor and
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later publisher of a business magazine where
her creative approach to sales one Jordana national
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recognition and served as a framework that
is still used by publishing houses to this
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day. Currently, Jordana is a
strategist and content developer under her own consulting
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company. She's also the co founder
of a Lesium Creative Collective, our joint
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venture that employs creative freelancers from across
the globe to collaborate on marketing projects for
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companies small and large. She's also
adjunct Professor of Journalism at Firman University.
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And while she wears many hats,
she has a passion for helping companies and
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organizations with strategic marketing, event planning
and management, branding, copywriting and publication
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development. So hit the pause button, grabs something to take notes with today's
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information will offer some insight into changes
that you can make immediately to catapult your
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practice to the next level. If
you can't take notes now, be sure
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to bookmark or download this episode and
come back to it later. You can
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also always download the PDF of our
slide down in the show notes. With
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all that being said, let's start
the intro music and get started. So
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let's talk a little bit about brand
extensions. This is how your brand exists
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in the public realm. Once you
have that brand statement, then you can
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go and develop what that brand statement
looks like feels like. Your brand extensions
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could be anything from your logo,
your brand colors, your office design and
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location, office procedures, who your
target customer is, even your website,
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and your marketing efforts. So let's
play this out again using our example from
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before of serving elite athletes. The
practice who serves elite athletes is going to
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have a much different look, feel, procedures, locations, etc. From
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someone who is serving primarily pregnant women. The market has different needs, it
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has different expectations. You may decide
if you are serving pregnant women that your
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logo needs to be more feminine and
freely, whereas if you're serving elite athletes,
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you're going to want something strong and
foundational. So all of these decisions,
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while you may have previously made them
kind of haphazardly. Oh I like
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the color blue, so I'm going
to make my logo color blue. There
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are other things that can be explored
just by nature of who you have decided
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you want to be and who you
have decided your customers should see you as.
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So these brand extensions. And there's
far more brand extensions than I list
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to hear. These are some of
the most common. These are some of
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the easiest to understand office procedures.
If you're dealing with pregnant women, you
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may have a gentler office procedure than
an elite athlete screaming across the room.
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Hey, come on in. It's
much different than oh, hey, it's
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so great to see you. Would
you like a glass of water while you
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wait? They're totally different feelings.
And look, there's not a right or
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wrong, but it's how it all
fits together to create that unique experience for
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your customer. So let's get into
how this all works together. We've talked
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about branding, we've talked about marketing. We've got a little bit of a
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feel for brand statements. So we're
going to do a case study on one
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of the most popular brands in the
world today, which is Starbucks Coffee.
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Now, Starbucks Coffee, you either
love it or hate it. If you
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don't love it, you probably have
still tried it. And if you haven't
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tried it, you probably still know
that there's one close by. And if
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you don't have one close by,
you still know who I'm talking about.
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So that's the power that we're talking
about that this brand currently has in the
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global and not really even the US, but in the global market. So
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Starbucks, when you look at their
brand statement, they're known for a lot
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of things, but their actual brand
statement that they put forward is to inspire
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and nurture the human spirit, one
person, one cup, and one neighborhood
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at a time. Now, that's
very through Through inspiring and nurturing the human
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spirit, those aren't tangible things,
they are measurable, but they do evoke
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that emotion. They want to be
a place of inspiration, they want people
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to feel comfortable there. And the
one person, one cup they do very
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well in terms of how it has
affected their branding. They write your name
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on the cup, so you have
your own cup. The one neighborhood at
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a time is an explanation of their
growth pattern, which has been absolutely bonkers
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in terms of a marketing function,
the amount of growth that they have.
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So when you put all of this
together, it's a great brand the statement.
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But again, their customers not sitting
there deciding if they want coffee based
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on whether or not Starbucks is going
to nurture their human spirit today, that's
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just the guiding principle. It is
going to direct the brand and further direct
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the marketing. So let's take a
quick look at the brand and then how
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it integrates into the marketing efforts.
So when you think of the Starbucks brand,
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and again I want you to remember
that the brand as we are talking
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about it currently right this second,
is less what you are putting out there.
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Your brand is very much what people
perceive of you. So you can
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be putting it stuff out all day
long. I'm this, I'm this,
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but if people don't see that,
if it's not executed well and they don't
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pick up on it, you could
walk away with a totally different brand perception
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than what you're putting out there.
So let's talk about the brand perception of
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Starbucks. We know it as good
coffee. I put an asterisk here because
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I have a ton of coffee natos
who will tell me it's terrible coffee.
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And then I have a ton of
friends who swear that that's the only place
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they're going to get it. I'll
leave that up to you, but generally
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it's good coffee. They've become known
as a place to work. So if
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you need to write your next novel, or you just need a place to
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squat and do some paperwork while you're
waiting on coffee, they are the place
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to go. There's always a table, they're always booked up, but you
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can grab it, set down your
laptop and get a little bit of work
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done. They're available everywhere. That
is directly related to their brand positioning in
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that they were called every neighborhood,
and so they have made big efforts to
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be available everywhere. But they are
available in target, they are available in
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the grocery store. They are available
probably three on a major highway within a
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few files of each other. And
then if you get into this sort of
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more fun perceptions or the perceptions that
were maybe unintended but people still have about
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them, and that is they are
a foundational element of hipster culture. Starbucks
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was the cool before it was cool
element a decade ago. They are known
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for bad name spelling, so there
are blogs dedicated to how badly your name
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got spelled on your cup, and
so they've become really well known for that.
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And unfortunately, if you've watched the
news lately, they have a lot
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of press going on in terms of
union breaking their labor practices. So without
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going into that, there's a lot
that Starbucks is known for, and the
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Starbucks brand invokes thoughts of these things
or memories of these things. Now,
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let's talk about how that affects their
marketing efforts or what there. Let's look
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at what some of their current marketing
efforts have been. So one of their
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campaigns was Tweet a Coffee. Now, this Tweet a Coffee was done primarily
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on Twitter, but through social media, and it was a way that you
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could tweet a friend and basically buy
them a cup of coffee as a token
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of friendship. Well, this was
a highly successful campaign. Within just a
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matter of days, it drew in
more than one hundred and eighty thousand indirect
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sales. So these are sales directly
related to the Tweet a Coffee campaign.
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Now the probably more indirect sales people
that had seen it came in, Oh,
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I haven't had a Starbucks lately.
I'm going to run on over there.
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But the bigger thing that happened with
tweet a coffee is that they built
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a database, because it's not all
about revenue. Tweet a Coffee not only
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brought in one hundred and eighty thousand
dollars in sales, it also built up
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a database of twenty seven thousand unique
users. Because as you tweeted your coffee,
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you had to connect your social network, you had to give them your
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name, and you had to give
them your email. And so with those
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things, guess what, They've got
your information now and they can further market
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to you, which means that five
dollar cup of coffee that you just bought
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a friend will eventually turn into that
twenty dollar fifty dollars a month habit that
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everyone's trying to break. Some other
campaigns that they've done, Starbucks has had
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some incredible veteran hiring efforts and campaigns. A few years ago, I think
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it was a goal to hire ten
thousand veterans within the by a year's end.
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They absolutely superseded that, and so
They really had a great campaign in
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terms of a veteran hiring the Red
Cup. This may be the most popular
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and long lasting one. This is
the reason that everyone got up in arms
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about Christmas and saying Mary Christmas because
it was the Red Cup, and instead
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of putting out a Christmas themed cup
or all they themed cup or whatever for
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the holidays, Starbucks released the Red
Cup. They have since had other efforts
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design your own Red Cup, artists, campaigns, that kind of thing,
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but the Red Cup has kind of
lived on as one of these societal type
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things that has happened. Starbucks did. When Taylor Swift released her Red album,
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they did a Red collaboration again with
the Red Cup and released special singles
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of Taylor Swift. Or you could
go into any Starbucks and say I want
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Taylor's drink and you would get the
drink that she typically ordered, which was
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something caramel frappuccini. I don't know, but it was an incredible effort to
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cross over a bridge and immediately bring
in Taylor Swift fans into the Starbucks fold.
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And then finally in twenty seventeen,
Starbucks released for three weeks only,
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the Unicorn Frappuccino I don't know if
you had a chance to try it.
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It was terrible, but it got
a lot a lot of drive. There
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were people everywhere who would stand in
line to get this unicorn frappuccino, post
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their pictures on social, which would
make all their friends want to go try
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it as well. And somehow no
one ever really told all their friends on
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social this is the worst drink I've
ever had in my life. And so
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it actually was a huge success.
They sold so many of those things.
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I'm surprised they haven't brought it back, but maybe that was because it was
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terrible. And so if you're looking
at this at the marketing efforts, they
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are very different from the brand perception. Now, the marketing efforts are great.
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They build revenue, they can build
positive engagement, they can build positive
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brand perception. But when it all
comes down to it, if a customer
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or some random person on the street, here's the name Starbucks, which of
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these sides do you think that they
will remember? Well, they remember that
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they had a collaboration with Taylor Swift
at one point, will they remember the
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unicorn frappuccino. Probably not, But
they will remember that blog that they love
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with the bad name spellings, or
they will remember it as yeah, that's
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pretty decent cup of coffee. I
might run in there. So when it
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comes down to it, the brand
perception is always going to win out,
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and what people think about your brand
matters. The most important thing about this
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is if you don't take the time
to define your brand, your customers will
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do it for you. So if
you're already in practice and have not gone
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through the process of determining your brand
statement, your brand positioning, what you
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look like, how does it all
work together. If you haven't done that,
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please take the time to go back
and make sure that everything is working
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cohesively towards that end experience for the
customer. I promise it will pay off.
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But it also sets the stage for
all of your future marketing efforts,
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and it sets the stage for how
people will perceive you and your brand.
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It allows you to have a voice
in that conversation. Whether or not they
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listen to that voice, they perceive
you as something completely different. That is
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something that will take execution and good
strategy, but you at least have a
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voice in that conversation. So as
we wrap up, I think we've discovered
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a lot today. We've talked about
a lot, but I want to give
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you a few action items where to
start. Geordana, that's great information.
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That's a lot. And by the
way, I see a bajillion patience a
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day and there's no way I have
any time for this, and I know
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00:16:55.480 --> 00:16:57.240
it's important, but I just can't
get there. All right, let me
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00:16:57.279 --> 00:17:02.919
break it down for you. We're
going to break this to three major sections.
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And by the way, if you
can't do any of these things on
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your own, there are agencies that
will help you. There are freelancers that
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will help you. So don't let
it go undone just because you have a
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perception of what time you have,
how limited is make the time or make
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this as an important piece of your
business, because I promise it is one
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of the most foundational elements of your
business that there is. So Step one,
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what we're gonna do is we're going
to go create that brand statement,
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one to two sentences telling people who
you are and what they can expect.
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Take an hour and work through this. It doesn't have to be forever,
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it doesn't have to be a week
long project. Just take an hour or
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two and really think through those elements
and what you how you can shape them
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into who you want to be perceived
as. Once you've done that, step
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two, align your brand elements.
Ensure that those elements, the website,
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logo, all of those things align
with your brand vision and your brand statement.
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Make sure they are working cohesively together
and not separately in different directions.
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Finally, market accordingly. Use the
knowledge that you build through the brand statement
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through aligning your brand elements to create
a message to target the ideal customer and
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give them a message that will resonate
and give them a call to action that
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will engage them. If you can
do those three things, that is in
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a very very large Dutch shell marketing, that is getting all of your ducks
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and rogoing the same direction towards an
effort towards some sort of response. So
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if you can do that, you
will be head and shoulders above so many
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of the other practitioners out there,
and as we mentioned, there are so
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many out there. That is crucial
that you figure out how to differentiate yourself
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and how to get that next customer
with what you have in your arsenal.
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Today's training is brought to you by
Southeast Professional Education Group. Are you a
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00:19:14.880 --> 00:19:18.400
healthcare provider interested in teaching. Have
you developed content or a curriculum, but
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have no idea how to get started
in continuing education. Maybe you sit on
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the board for an association or group
that wants to offer a virtual summit or
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live conference, but the logistics,
planning, and marketing are just too much
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for your volunteer led group. If
these statements have you shaking your head yes,
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then it sounds like you could use
our help. For almost a decade
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now, Southeast Professional Education Group also
known as Southeast Sports Seminars, has helped
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individual instructors, membership organizations, higher
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create memorable virtual and live events in
the healthcare continuing education space. We have
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the experience, then, know how, and the infrastructure to help you bring
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your event or course offering to life. For more information, visit the link
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in our show notes to schedule a
call with a member of our team.
242
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We can't wait to speak with you. So that said, I know we
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00:20:11.519 --> 00:20:15.559
covered a lot. I would love
to know if you guys have any questions
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00:20:17.279 --> 00:20:22.400
happy to answer anything that you might
have. Definitely let me know and I
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00:20:22.440 --> 00:20:25.480
will be happy to answer them as
best as I can. Awesome, Thank
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00:20:25.480 --> 00:20:29.359
you so much, this has been
really great and informative. We have had
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00:20:29.359 --> 00:20:32.359
a few questions that come in,
so we can kind of dive right in
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with those. Going back to what
you were saying regarding branding and developing the
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brand statement, how important do you
feel it is for office staff and each
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member of the team to kind of
understand and be on board with that brand
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statement. I think it's one of
those things that I think it's important for
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00:20:51.519 --> 00:20:55.079
them to understand, but it's not
critical. Like if you have someone that
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just doesn't get it, and they're
there for the nine to five, right,
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they're answering phones, they don't need
to get it so much as they
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need to follow the processes that you
shaped out of that. So, for
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example, if you let's say you
have a front desk assistant and you serve
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primarily let's say a senior citizens market, I don't know that that really exists,
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but if it does, it's out
there. So you primarily serve senior
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citizens, And so part of the
processes that you build that come out of
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your brand statement is that you will
always keep an eye on the door.
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You will grab the door for anyone
that comes in who might be struggling that
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you will always ask on the phone
if they're going to need any sort of
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assistance to get out of their car, etc. Etc. You decide that
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this is important because this is the
market that we serve, and so these
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are the office processes. As long
as that front desk person understands that that
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is a non that's a no go, you cannot get rid of that.
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And this is how we treat our
customers. It's less important that they know
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why. Now, ideally they would
know why, and they would be fired
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up about and passionate about your market
and passionate about your customers, and they
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would really absorb that and be able
to then further make decisions on their own
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and judgment calls on their own according
to that brand statement. But it's not
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critical. It's not something that will
make or break your business as long as
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they are adhering to the processes and
systems that you put in place according to
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your brand statement. Absolutely, I
think, and as you said, it's
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so important that they just kind of
adhere to the pieces of process even if
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they don't have a deep understanding of
the branding statement. Along those same veins,
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when it comes to developing this brand
statement, how important is the language
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that you use. A lot of
practitioners oftentimes tend to use clinical words or
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clinical language. How important is it
to use the right type of language when
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developing this brand statement, not only
for your internal audience with your staff,
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but then also your patients. Yeah, so I am a language person,
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I'm a wordsmith. I believe that
there is inherent power in the type of
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word that you choose to do any
sort of thing that said, a brand
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statement, because it is not so
much forward facing, it's more important that
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you feel that it captures the essence
of who you are. If that is
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very clinical, if that is very
bleached and medical and straightforward and no emotion,
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then so be it. But just
understand that as you hand off that
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brand statement, as you onboard someone
or say this is who we are and
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this is what we stand for,
that they may not have the same reception
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00:23:55.480 --> 00:24:02.519
to that as if you had considered
emotive words, or how the statement makes
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someone feel, or what emotions it
evokes. So one of those things.
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So much of this is great area. Does it matter? Yes? Will
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it break you No? One of
our attendees wrote in and said they are
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new in practice and just now beginning
this process of developing a brand. Is
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it more important to first decide on
who your ideal patient is and then shape
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the brand around that persona or is
it better to create your brand first and
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then seek out patients that fit that
mold. I think, and I could
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be completely wrong on this, but
I think when you go into practice,
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you have a good idea of who
you want to work with. That may
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not be a specific market demographic.
That may not be pregnant women, or
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athletes or senior citizens. It may
just be like, I want to serve
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this area, right, I want
to be the best XYZ in this location.
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00:25:03.279 --> 00:25:07.000
But you have to really decide what
those values are and what is most
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important to you and if you can
kind of rank the top three or five
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00:25:11.960 --> 00:25:15.480
or ten things, these are the
things that are important to me, and
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00:25:15.559 --> 00:25:19.200
this is who I think we should
serve. It matters less on what that
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person looks like. It matters more
on how those decisions that are kind of
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non negotiables for you as a person
as a business owner, how they further
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shape the rest of the conversation and
then get into building out the brand.
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But I would always start with that
deep internal conversation of what do I want
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this practice to look like, who
do I want it to serve? How
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do I want people to feel when
they leave? And if you can start
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00:25:52.240 --> 00:25:55.839
with that and answer some of those
questions, then I think that you'll get
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a lot further in the brand discussion
than if you just start with what colors
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00:25:59.519 --> 00:26:03.960
do I and what kind of shape
should buy? Logo? Be absolutely and
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00:26:03.000 --> 00:26:08.839
I feel like there's a big misperception
out there about logos being your brand,
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00:26:10.480 --> 00:26:15.720
about a logo representing your brand,
and while it is a component of it,
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00:26:15.359 --> 00:26:18.839
as you mentioned in the presentation,
branding is about so much more than
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00:26:18.960 --> 00:26:23.759
just here our colors and here's our
thank you so much. I think my
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00:26:23.960 --> 00:26:27.000
microphone might have been muted there.
I'm going to ask that question one more
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00:26:27.000 --> 00:26:33.200
time. I was just talking away
every here. If you have questions that
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00:26:33.279 --> 00:26:37.400
come to mind, please chat those
in. I am still watching the live
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00:26:37.480 --> 00:26:40.000
chat here. We have just a
few more minutes, so I wanted to
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00:26:40.000 --> 00:26:44.039
wrap up with one interesting one that
was submitted. This is a doc that's
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00:26:44.039 --> 00:26:47.799
been in practice for twenty years.
He says that he's now bringing in a
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00:26:47.839 --> 00:26:52.960
new partner, which is making him
consider a rebrand for the practice. What
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00:26:52.079 --> 00:26:57.720
are your suggestions for how we get
started with this process together. I think
328
00:26:57.759 --> 00:27:00.880
that last word is key, and
that's what I was going to ask,
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00:27:02.160 --> 00:27:07.599
is are you, as a business
owner, deciding to rebrand because you're going
330
00:27:07.640 --> 00:27:11.599
to have someone new in the practice
or are you deciding to rebrand because you
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00:27:11.640 --> 00:27:18.480
want someone else's identity and vision shown
throughout the brand. Now, So if
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00:27:18.599 --> 00:27:23.599
the goal is truly bringing on a
new partner, bringing on a new practitioner,
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00:27:25.000 --> 00:27:29.119
and I want this person's identity to
be reflected in who we are,
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00:27:29.680 --> 00:27:33.880
then I think the first step is
really going through that same thing as you
335
00:27:33.920 --> 00:27:40.400
would individually. Who are you now? What has changed? Has anything changed?
336
00:27:40.759 --> 00:27:45.240
And not everything probably would change because
if a partner's coming on board,
337
00:27:45.279 --> 00:27:49.680
it's likely because they saw something in
the practice that they really liked. So
338
00:27:51.160 --> 00:27:55.799
you've got to figure out You've really
got to do this dissection work of what
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00:27:56.160 --> 00:28:00.400
days, what goes, and what
changes, and until you have some sort
340
00:28:00.440 --> 00:28:08.279
of agreement on that and what that
looks like going forward, it'll be really
341
00:28:08.319 --> 00:28:11.400
really hard to make decisions on the
other stuff. Now, sure, you
342
00:28:11.440 --> 00:28:15.920
could do a brand new logo and
you could change it up and do a
343
00:28:15.960 --> 00:28:21.920
marketing campaign now come see doctor Smith, but it will be far less effective
344
00:28:21.960 --> 00:28:26.799
because there's not a cohesive brand driving
that decision. The second part of that
345
00:28:26.920 --> 00:28:30.880
question that he asked was are there
any challenges that we should foresee when it
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00:28:30.920 --> 00:28:37.279
comes to rebranding, any kind of
pushback we should anticipate from our existing patients?
347
00:28:37.359 --> 00:28:41.039
How do we keep from having confusion? That's a really, really good
348
00:28:41.119 --> 00:28:45.000
question, and it is a question
that has plagued people who have done a
349
00:28:45.039 --> 00:28:49.839
rebrand since forever. And the best
answer I could give you because there is
350
00:28:49.880 --> 00:28:56.359
there's a lot of opportunities for mismanaged
expectations. There's a lot of opportunities for
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00:28:56.920 --> 00:29:03.240
someone to understand that you were once
this and now you're this, or oh,
352
00:29:03.279 --> 00:29:07.359
I got this postcard in a mail
from your competitor and it's actually from
353
00:29:07.359 --> 00:29:11.000
you. So there's a lot of
the opportunity. So the best thing I
354
00:29:11.039 --> 00:29:18.480
can say is brush up your communication. You have to communicate well, communicate
355
00:29:18.599 --> 00:29:22.880
often. Tell all of your current
customers, Hey, we're going through a
356
00:29:22.960 --> 00:29:26.440
rebrand. Our new name is this. Tell them again and again and again
357
00:29:26.519 --> 00:29:30.240
when they come in for their appointments, give them a card with the new
358
00:29:30.279 --> 00:29:33.920
logo. Switch out the logos and
the brands as the elements come out of
359
00:29:33.960 --> 00:29:38.000
that brand transition, make sure that
those are visible, make sure that that
360
00:29:38.160 --> 00:29:48.200
you call attention to them, You
over communicate those things in order to manage
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00:29:48.240 --> 00:29:53.920
your current patient load but also to
hopefully bring in a new patient load.
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00:29:55.119 --> 00:30:00.519
So it is a tricky process.
These are things that even seasoned market like
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00:30:00.680 --> 00:30:06.240
myself, I've been through a number
of different rebrands with clients and there's this
364
00:30:06.359 --> 00:30:11.039
question every single time, is what
are we about to step into And the
365
00:30:11.079 --> 00:30:15.039
truth is, you don't know.
So the best thing you can do is
366
00:30:15.039 --> 00:30:18.400
just make it crystal clear what you're
doing, why you're doing it, and
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00:30:18.480 --> 00:30:25.119
how it affects them. And if
you can manage that level of communication before,
368
00:30:25.319 --> 00:30:30.440
during, and after the rebrand,
you will eliminate a lot of the
369
00:30:30.480 --> 00:30:33.920
opportunity for those kind of hiccups along
the way. Awesome, Thank you so
370
00:30:34.000 --> 00:30:37.680
much. I think this has been
again incredibly informative. This is a type
371
00:30:37.680 --> 00:30:42.079
of education that we feel like is
very important for practitioners, whether you've been
372
00:30:42.240 --> 00:30:47.240
in practice for two minutes or for
two decades, we do think this is
373
00:30:47.279 --> 00:30:52.319
really important to understand. So one
of the things that Jordana mentioned earlier was
374
00:30:52.480 --> 00:31:00.240
the flight Path relationship with Texas Chiropractic
College. Flight Path essentially is a curriculum
375
00:31:00.279 --> 00:31:07.559
that teaches healthcare providers about how to
launch and successfully operate a business. A
376
00:31:07.559 --> 00:31:11.039
lot of that involves marketing, but
some of it also touches upon other aspects
377
00:31:11.039 --> 00:31:17.000
of your business such as financing,
contracts and things of that nature as well.
378
00:31:17.240 --> 00:31:19.720
Jordana, thank you so much for
this presentation today. It's been great
379
00:31:19.720 --> 00:31:25.839
information and I know I learned a
lot. I know our attendees certainly learned
380
00:31:25.880 --> 00:31:38.160
a lot as well. Thank you
so much. That's it for today's episode.
381
00:31:38.319 --> 00:31:41.480
Be sure to tune in for episode
fifty three, where we feature a
382
00:31:41.519 --> 00:31:48.319
new training with doctor Michael Lvich titled
Muscle Memory How your Brain uses muscle tone
383
00:31:48.319 --> 00:31:52.240
to map the world. We will
be discussing how the brain maps out the
384
00:31:52.279 --> 00:31:57.119
body using muscle tone and how that
integrates with vestibular and visual inputs. You
385
00:31:57.119 --> 00:32:01.400
won't want to miss it. Episode
fifty three drops in two weeks. You
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00:32:01.440 --> 00:32:06.759
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In our show notes, you also
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Factor education dot com. That's faktr
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time. Hey guys, If you
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you to visit our website at factor
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