Marketing 101 for Chiropractors
Digital marketing is evolving faster than ever, and as a chiropractor, you're not just a healthcare provider—you’re also the CEO and marketer of your practice. Without a solid grasp of marketing fundamentals, it's easy to fall for one-size-fits-all strategies that waste time and money.
Join us as we break down proven, cost-effective, and innovative marketing tactics designed specifically for chiropractors. From social media mastery to Google Ads that convert, we’ll equip you with the tools to attract more patients, build lasting relationships, and dominate your local market. Stay ahead, stay profitable, and take control of your practice’s growth!
Marketing 101 for Chiropractors
Monetizing Underutilized Medical Space: A Venture into Profitable Med Spas with Iggy Fanlow
What if you could transform your underutilized, medically appropriate space into a profitable venture? Join us as we unlock the secrets of business growth with Iggy Fanlow from Cloud Med Spas. Iggy pulls back the curtain on how to monetize unused spaces, turning them into med spas. He shares the unique origin story of Cloud MedSpawns and talks about the importance of patient loyalty in multi-doctor practices, dissecting its pros and cons.
We then change gears to understand the outstanding benefits of leveraging underutilized medical spaces, and how it can fuel successful business growth. Cloud Med Spas provides an infrastructure that ensures providers meet state guidelines, and Iggy enlightens us on the significance of this compliance. We also touch upon the power of nurturing interprofessional relationships, and how it can lead to increased referrals and business growth. Tune in to gain a wealth of insights from Iggy's experiences and lessons he has absorbed from customer interactions.
You can read Iggy at:
info@cloudmedspas.com
shannon@cloudmedspas.com
T: 415.613.2640
- Join Marketing 101 for Chiropractors Facebook Group here
- Learn more at EnricoD.com
- Book a free discovery call with Enrico to level up your business
Hey everyone, welcome to another episode of Marketing 101 for Chiropractors. I got a really cool guest this week, Iggy Fenlow. He's from Cloud MedSpawns and he's going to talk about something really outside the box. I've been talking about this if you've been listening the last few months about growing and scaling. This is what we're talking about when we talk about scaling. Scaling is a completely different lateral that can be within your business. That can bring in passive income without you needing to hire and manage more people. This is what scaling is. Growing is. You need to hire more people because you're growing, you need more help. This is what you need to know as an entrepreneur. Iggy, thank you so much for being on the show. Tell us about yourself where you're from, what you do.
Speaker 2:Sure. Thanks a lot for having me first, dr Enrico. I really appreciate it. I'm here in Lexington, massachusetts, just outside of Boston. I've lived all over the world, but this is home-based now. The company I'm working on is Cloud MedSpawns. The best way to think about it in one sentence is we take unused or underutilized, medically appropriate space and let you monetize it, turn it into money, whether it's existing space, new space, we can get you to a place typically under 10% utilization and you're break even. You don't need to get it half full, you get it 5%, 10% full and you're off to the races.
Speaker 1:That's fantastic. I've been going through this right now in my business, where we expanded. We got our own building and we had an idea and it didn't really come to fruition at the beginning. You've got this extra rooms and you don't know what to do with. We makeshifted a podcast room in the meantime because we're just not using the space. We ended up figuring it out very similar to what you have created with MedSpawns. I think different words mean different things to people. We went the primary care way and we got nurses, but it overlaps with what you're offering. I think it's super exciting because for me, as a busy father, speaker, entrepreneur, chiropractor, ceo, I don't have time to figure this stuff all out. If you can find an eggy in your life, that's like listen, just leave it to me. I'm going to tell you exactly what to do. We got all the resources in the background. This becomes a really cool opportunity. Tell us about the origin of Cloud MedSpawns. How did this come to fruition?
Speaker 2:I've done a variety of startups, some very successful, some not so much. This one came about with my neighbors. We were watching the Oscars and it was an anniversary show. They were showing a lot of clips back from 75, 50, 25 years ago. Beckham, the first metrosexual People were making comments about hair and skin and teeth.
Speaker 2:It just jumped off the page to me that what the world not just about Hollywood, but clearly what the world had expected in terms of people's appearance, was just a one-way train to a higher and higher and higher bar. Then, shortly thereafter, I was milling around the party and I noticed a young adult taking some selfies with the spread out there. I said, oh my God, look at that. This generation 20, 30 years younger than me is taking hundreds of photos of themselves a year. That is just going to put a lot of scrutiny on themselves, both personally and their friend group. It's just going to make it higher and higher and higher, in fact, to the point that a Botox or Neurotoxin treatment 20 years ago, the average age was in the early 50s. Today it's in the early to mid 30s. Anyway, I said, let me do some research. Is it hair, Is it teeth? Is it aesthetics? Sure enough.
Speaker 2:I saw this thing in the Bureau of Labor Statistics that showed that, as of 2018, more than 90% of hair salons did not have employees. I was like it's not that odd. Sure enough, as I dug in, talked to people, did more research, what I found is that when someone goes into a hair salon, they're not really going into the salon, they're going to a place to see their stylist. In fact, stylists just jump around all the time and I said, wow, that's an interesting dynamic. And I could see why these salons switched over to the rental model, because they're spending the marketing dollars to get clients in, but they're not really theirs, they're somebody else's. So that's a fool's game. You're going to end up dying on the hill. It'll be a sycophie in task.
Speaker 2:And so I said can that apply elsewhere? Sure enough, medical aesthetics had the exact same customer dynamic. It was much more complicated because of medical directors and malpractice insurance and vendor products and machines and inventory management and all kinds of issues that don't apply in hair care. I said, well, if somebody could put together that package in a software and services model and let any landlord turn their excess space or new space into a med spa for others. But they're a landlord, that's it. They're not involved in the medical treatment, they're just renting it out. They don't have liability as long as none of their employees are practicing. They're just the landlord providing the services. They can monetize space, like I said, 5%, 10% utilization in their break even, and everything other than that is crazy.
Speaker 1:Yeah, and I think chiropractors fall into that patient loyalty as well when they're not coming to the office and, like me, in the multi-doctor office, there is loyalty. They want to see doc, I just want to see you. So there is that which is hindering in some points, because you hire all these employees like well, the point of them is so that I don't have to see all the patients, but they do end up liking you, so we have. So if you're listening, you're probably like, ah, this does work the same way. So the best solution to this, which is the solution, is to just break yourself away from doing more stuff. And that's where you come in and say well, listen, if you've got the space, we don't need you, we don't need your flesh and blood, we just need your space in there, and then you can fill that with whatever.
Speaker 1:And Iggy's got a lot of different ideas and opportunities when it comes to med spa chiropractors think about med spa they're like, ah, we don't do any of that stuff, we're not doing Botox. Well, you don't have to do Botox. There's a lot of other cool stuff you can do, from weight loss consulting, health and wellness, coaching. There's so many things you can do and other people that are eager to do, and I think you're tapping into an amazing market because people want to work in chiropractic offices. Professionals want to be in that niche because they just love the patient base that comes in mostly all cash healthy people.
Speaker 1:We're not getting the people with severe diseases, that's, the medical doctors, so we're getting healthy, vital people coming in and you offer an IV, they're going to probably say yes, you're going to offer some weight loss? They're probably going to say yes. And I'm going to tell you because I do it myself and I know the answer is usually yes. So this is great stuff. So who else in the space is doing this? Like, who's your competitors? Who else could you look to to do this? I really don't know of many that do what you do.
Speaker 2:There's not really any big ones. I'm sure there's some small ones, but I think scale gives you a lot of advantages. We have, we think, the only real proprietary software for this platform, so we can handle rentals of machines, rentals of devices, inventory management, and then we're building out payment processing. Well, we have payment processing between the space owner and the provider, but now between the provider and the patient patient scheduling. So it's a total business in a box for an injector provider and then for the spa owner or space owner. Really, all we're asking is if you have your space. The only other thing you need is a small critical mass of providers, injectors in your local community. You get them in there and they'll start to really print money.
Speaker 2:I mean, the math in the United States is you do a neurotoxin treatment. It takes costs about $400, $500 for a treatment. You can do them in 15 minutes if you're an experienced provider, but you can do two in an hour very easily. So you're making a gross because they're charging the patient, the space or us aren't involved in that charge. We'll facilitate it, but we don't get a piece of it. So they get the full gross $800 to $1,000, rent the room I mean the neurotoxin costs 40%, so $300 to $400, and then they rent the room for $80 to $100. They net about $450 to $500 an hour. I know that sounds ridiculous but it is absolutely true, absolutely true.
Speaker 2:We have dozens of examples of nurses working 10 hours a week actually injecting, probably doing some marketing and stuff and accounting. With 10 hours a week injecting, they're making six figures, over $100,000. Working 10 hours a week completely in control of their own schedule, no overheads. They show up, they do their business, they interact with their clients. Hopefully they do great work. They leave, it's cleaned up for them. They'll rent no utilities, no internet, nothing.
Speaker 1:Right. And then for the person that owns the building they're collecting the rent.
Speaker 2:They're collecting the rent. I mean, like I said, the break evens below 10, I mean, you know, probably you said you were in Tampa, I'm guessing rent in the Tampa area per square foot per month, maybe $2, some guessing in that range, maybe $2 a month, $24 a year.
Speaker 1:So yeah, yeah with Can. We're probably in the 30s now.
Speaker 2:Everything's jumped out, so do two and a half dollars on a thousand square feet. Yeah, you know, you're talking $2,500 a month in rent, and in a thousand square feet you could easily get four rooms.
Speaker 1:Yep.
Speaker 2:And four rooms, times you do the math, eight hours a day, 30, all the same time at a thousand hours. If you're charging $80 an hour, that's $80,000, you only have to cover 2,500, that's 3%, the little 3% break. I mean if you have a community, small space, clean space, and you have a community you can tap into. Not everyone's gonna say yes, but they're gonna learn they're doing so well, it's a gold mine for everybody.
Speaker 1:It is yeah, the providers win, and I think that's where a lot of us in our industry get into trouble. We try and bring in other providers. They're not as good entrepreneurs as you are. They can't build a client base yeah, but this industry builds it itself.
Speaker 1:I wish chiropractic had the allure of Botox. We don't, yeah, Unfortunately. So it's a lot more convincing. It's a lot more people don't know that they need us until they find out that they need us. Yeah, so that's different. So that's really cool. I mean, metrics make sense when it comes to this. And guys, I'm doing this in my practice. So it's not like. It's not like we're not doing. We're doing the primary care, the IV therapy, staying in congruence with our holistic model. No, we don't offer Botox. No, we don't offer fillers, we don't. We don't do that stuff just because I don't think our patient base comes to us for that. But there's many chiropractors that do. You're in downtown Boston, You're in Beverly Hills, You're in Scottsdale, I mean, and you're a chiropractor, I mean you might want to be looking at this stuff too. But there's so many different options. You know machines, you were telling me in the green room. You can get access to the entire spa industry and tell us about that, how that works. We don't have to buy the machine outright for $100,000.
Speaker 2:There's ways to work around this, yeah because of our scale and our relationships with vendors, we're able to get almost any modality, any type of machine intense pulse, light, body sculpting, micro-needling, anything you really like laser hair removal. For some kind of subscription model, it tends to be between 2,000 and 3,000 a month is the general number. But that way, you know, you take it for 60 days and then just after that it's a monthly. You take the first two months to try it out and then it's on a monthly basis and if it's not working you just return the machine. You don't have a long-term commitment, either lease or loan or anything like that. It's the way to go. It's tried before you buy, if you want to buy in the end, or you can just keep leasing whatever you want.
Speaker 2:By the way, I was asking you if you've got nurses in doing IV. I bet some would be interested in the ability to add neurotoxins and I like to throw in a plug for a Disport with Galderma and Zamen with MERS. They have fantastic neurotoxins as well and fillers. I think if they had the kind of price points we can give them and that they've got the room and they've got their training, I think there might be something there. But anyway, I don't want to push it too much.
Speaker 1:I'm overstepping, no no, no, hey, we'll talk after. No, absolutely, I'm always listening. I'm not a shut down type person, and you've got to be. You have to know how to have your pulse on everything out there, so that's great too. So where are you seeing the most success so far with the? I think you've got over a dozen clinics doing this. Where are you seeing the greatest success come from?
Speaker 2:Yeah, yeah. So it's probably like life, dr Enrico, it's if you put in the work. So we've got it's like any platform. We've got 13, 14, third party locations as well as our two own. And where you put in the elbow grease, we have a couple folks in the Boston area. They put in the marketing dollars, they put in the time they speak to the providers. They've got dozens of providers.
Speaker 2:A fellow in Chicago just opened less than 60 days ago and he is a dynamo. He's spoken to 300 providers. He got 30 to show up, 10 have signed up and they're starting to pay and he's only got a couple of rooms. He's already for those couple of rooms. He should be in the black. It's crazy.
Speaker 2:And then some people, on the other hand, you know they're quite, not quite putting in the effort, the elbow greased to say I got to go out into the community, I got to do open houses, I got to get vendors in here to do trainings, I've got to get some social media marketing going to get the thing started. Or tap into my friend group that maybe some are in the aesthetic community and that's how you really cause once you get we found in Boston Network it's 70, 65, 70 providers. We get an additional six to eight 10 every month, and we don't do a lick of marketing because now it's just referrals. People are just coming in because they're hearing about hey, you can make $250 an hour. This is nuts, how do I do that? And they're like I want to find out about that.
Speaker 1:Yeah, yeah, absolutely. People pay for this. It's great stuff, so that's great. So you're building success. They contact, we contact. I'll have all your contact information in the handles afterwards so people can reach you and ask more questions For anyone listening. I mean, what do you think their call is? I mean, what would be? How would you fit ideally into a doctor's office right now, From my perspective, how do I know I'm ready for something like this, or to look at something like this and maybe dive into it?
Speaker 2:Well, if you've got access space and I'm gonna say it's medically appropriate. It doesn't have to be fancy or anything like that. It doesn't have to. But I wouldn't do it in a warehouse or a garage, let's say Right. But I think some doctors might say, oh, I don't want the two groups mixing. So there's some way you could. You don't have to separate it physically, but at least psychologically it's separate. So there's different things going on and people are leasing it and renting it separately because you know, when you go to a doctor's office, anyway you get it at a hall and there's six or eight rooms, right, and you don't really, as long as the people in there are health professionals and these people are behaving in a professional way, you don't know if they're getting a neurotoxin injection or a health checkup or or acupuncture, or massage or anything that we do in our offices.
Speaker 2:Yeah, the doors closed, they're having their consultation and the chairs are very similar. They're probably a little bit more on the aesthetic side, a little nicer, but you need a. The only other thing you need is a medical waste, which you might have anyway is to throw needles in. Right, you don't need a sink in the room and we would provide everything else. We would connect you with vendors, we do the software, inventory management, great prices, machines, if you want them, you get the people and you have some space. That's appropriate. I think we've got. We can turn that in and spin that into gold.
Speaker 1:Great Iggy solves the infrastructure that many of you are probably now scratching. You're like well, hang on a second. I got like seven questions and I know what those questions are. Yes, he provides the medical director that oversees any of these procedures that you don't have to worry about. The person that you hire that takes over this space is gonna work directly with that medical provider. So that is all kosher in the state that you're at, it's gonna follow all guidelines. And then he gives you the access to all the supplies. I keep saying you, you don't have to do anything. The nurse practitioner, whoever rents the room, will have access to all the supplies available that they need and because of the volume that they do, they get them at a great price, which increases the profit margin, which then keeps the provider happy, which then they're more than happy to pay you the rent.
Speaker 2:I hope I summed it all up. You don't have, if you do it correctly and you don't have employees doing treatments, you, as the owner, have no medical liability for this. These individual providers are trained. We make sure they have a medical director license insurance, otherwise they can't purchase through our app. They can't interact, and we introduced them, the providers, to medical directors in the state and they set up their own personal relationship with a medical director, and that's that's quite, very common. But you don't have to be party to that. We don't want to be party to it either. This is just we're facilitating, we're software, your landlord. These guys are a tiny little LLC doing a set of treatments.
Speaker 1:Yes, yes, and don't worry if you own your building or you currently lease it. If you have extra space, you are allowed to sub lease because you are going to be co-interprofessionals in that space. But the business structure is going to be completely different. You run your own LLC and every provider that comes in and rents a room We'll have their own LLC and umbrella policy under themselves. Your malpractice insurance won't care what they're doing because it's under their room space. So those, I know those are the top three things I'm going to be asked after this by all the chiropractors.
Speaker 2:From a hip perspective, you don't even know the patient's name.
Speaker 1:No, they have their own software.
Speaker 1:Yeah it's great, but you do share the space. So there is a Interprofessional relationship, which I think is great because there's cross referrals. There's a lot of things that can happen from that. So that's why we brought in these fantastic primary care providers, because they have a following. I mean, they're bringing a ton of patients to the office that are going to be like I can just do chiropractic here. This is amazing. So it's just such a great system that works. Iggy, this is fantastic. I'll make sure. Where can they find you? How do they, how do they get a hold of you?
Speaker 2:I just want to mention one last thing. Yeah, keep going, weight loss drugs. So we're going to be getting in in the next couple of weeks with semi-glute titers, appetite, the ability for any one of your listeners and this is not a medical treatment, this is just lead generation. So you'll be able to find your friends, relations, customers, patients, whatever and you will be able to get a lead referral every single month that they're signed up, of roughly a hundred dollars a month per person. It. That is a passive income stream. You have 30 40 people that do this. You're talking 50 grand a year and referral fees that continue, because this is like a drug that goes off forever. Anyway, people can find me sales at cloud meds spascom or info at cloud meds spascom. I'll also give my cell phone.
Speaker 2:I would. I love talking to customers. I really do, because I learn almost every single conversation I have. I learned something about our business that could be better, and that's my cell is 415 613 2640. 415 613 2640 and, yes, that's a bay area number. I loved living there for 18 years.
Speaker 1:Awesome. I'll put that all in the in the info for the podcast as well. Thanks for having me. Thanks for your time. This is great. This is refreshing. It's things outside the box. I think our group is really going to love it, and then we'll stay in touch. Sounds great. Thanks a lot for your time today, of course.
