November 12, 2016

6 Lessons from the Rock: Improve Your ChiroCommunication Rocky Style

By Tristan Schaub In Chiropractic Success, Marketing, Practice Management, Sermons, Uncategorized

Ready to RISE and Level Up Your Chiropractic Communication? Take a few lessons from The Rock and you just might!

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Here are 6 of the Rock’s most famous catchphrases applied to help you optimize your communication to patients, prospective and established.

 “You want to Go One on One with the Great One?”

Before you even start your day in practice and start communicating Chiropractic (and its values), you have to get in the mindset that you are the best. You are the best at what you do, you’re the best at what you offer and you have the best knowledge, skills, and expertise.

Actually, we could steal from another WWE legend, Bret the Hitman Hart:

im-the-best-there-isthe-best-there-wasand-the-best-there-ever-will-be

Which, to be fair kind of reminds us of an SNL classic that actually has some merit:

But in all seriousness, you do have to BELIEVE.

The ChiroSushi crew was recently helping a Chiropractic student the other day who said they were “struggling with adjustments” or really the confidence of their adjustments.

Our first piece of advice was “You have to tell yourself you are an Expert Adjuster” so they can start getting the right attitude.

The Rock or Dwayne Johnson really does own his belief in himself, and he has carried that with him from the WWE to become a Global Icon and of the most successful brands in the world.

Take a cue from the Rock before you even start communicating Chiropractic and try to open up more patients to your care and: Be the Great One before you go one on one with your (potential) patients .

“It doesn’t matter what your name is”

Ok. Of course, it matters what people’s names are….so don’t do this:

But you have to meet people where they’re at when it comes to communication right?

Back when I was teaching Thought Mind Consciousness classes to individuals with anger management and substance dependency, I learned it didn’t matter where they came from it was where they were going and to help them get there I had to be present in the moment and adapt to who they were.

That meant sometimes using language that most wouldn’t find acceptable, to level the playing field.

Or as those who have experienced Tony Robbins in person, the plethora of F-bombs!

I also used to consult very well known Plastic Surgeons who used to have the habit of going too deep in their observations during their consults. They would analyze what shoes their consult was wearing, what purse they brought, how they use their makeup and all this would get funneled into how they would have their team present pricing.

It was just too much.

So you have to find a balance of remaining consistent with your message, yet throw away all pre-conceived notions of the person in front of you. Be human and flexible with language (verbal and non-verbal) and you will have a better chance of building and establishing rapport.

“Know Your Role and Shut Your Mouth”


This one is pretty easy, right? Listen.

This one is pretty easy, right? Listen.

What’s the number one thing all people want from their partner (besides more sex)? For them to listen.

What is the number one thing all customers really want? To be heard.

Your role as a doctor is to teach. Your role as a Chiropractor is to guide those to health.  we have a tendency, because of our passion and excitement

We have a tendency, because of our passion and excitement to overwhelm those with what we do and to sometimes not listen eeffectively

Here are some tips:

  • Focus on the speaker.
  • Maintain eye contact.
  • have an attentive posture.
  • Use relaxed body language.

And make sure to give verbal and non-verbal cues that you are listening.

The Rock was an expert at this with the ‘Peoples Eyebrow’

Just Bring IT

When it is your time to sell yourself, your practice and your vision for their health: Just Bring It

Have your brag book ready, have your research ready, have your mind, body and soul ready.

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Here is where we plug the ChiroSushi Summit:

Do you want to develop your communication game like a champ? Do you want to increase new patients, boost retention rates, establish your authority and feed your inner entrepreneur?

Join us at the ChiroSushi Summit in Las Vegas

Featuring over 25 experts in marketing, communication, business and personal development, this event is one not to be missed – we guarantee you will 10x your ROI and come back to practice cock, locked and ready to go! Get your passes today for you and your team now.

“The millions…and millions of the Rocks fans”

One way to really BRING IT is to let your social proof do the talking.

When communicating the HOW and WHY of Chiropractic and your practice make sure to tie in your real patient stories.

When I would do consults I would share patients stories of success…and failures. Why? Because transparency really does help with conversions.

Tell who your most successful patients are and explain how they got there with your love and care. Do the same for your least successful patients AND where they and yourself might have failed.

Another great way of communicating to potential patients is to host health talks (or Dinner with Docs) where you let your patients tell their story.

Lastly, can we recommend Celebrity Social Proof?

Here is more on the subject from Ed Hallen is the co-founder of Klaviyo.

This is celebrity approval of your product or endorsements from celebrities. Celebrity endorsement is always a double-edged sword. If the celebrity is properly matched to the brand, it can do wonders for the company. If it’s a mismatch, it may produce a bad image of the company and its brand.

The Science:

To understand why celebrity endorsements work from a psychological perspective, it’s important to familiarize yourself with the concept of the extended self. The extended self is made of up the self (me) and possessions (mine). It suggests that intentionally or unintentionally we view our possessions as a reflection of ourselves. This is why consumers look for products that signify group membership and mark their position in society.

Here’s an example:

Priceline.com was one of the first web startups to use a celebrity endorser back in 1997. William Shatner is not a travel expert or travel industry influencer, but he has an overall likeable image. It seems genuine when he tries to save consumers money.

The partnership has been a huge success for Priceline, which now has a $60 billion market cap. The fee that Shatner took in shares is estimated to be worth more than $600 million. – source and more social proof ideas

“If You Smell What The Rock is Cooking”


One of the best ways to improve yourself in communication – or really any area of your life – is to ask for feedback. Like Hiten Shah said in a recent episode of The Startup Chat podcast: “You don’t get better at anything unless you get feedback.” Feedback helps you to become more self-aware, to understand how others see you, to look beyond your own biases. (source)

Asking for feedback during a presentation is a simple way to know if a patient is understanding what you are saying.

But be prepared they might say “yes” but really mean “no”.

One of my ways of solving that issue is set the patient up for my system of communication by letting them know we might get a little redundant during our conversation.

Also, during your meeting, it’s important to ask both open-ended questions and specific questions, so you can get a true and thorough understanding of your patient’s outlook.

A closed question usually receives a single word or very short, factual answer. For example, “Are you thirsty?” The answer is “Yes” or “No”; “Where do you live?” The answer is generally the name of your town or your address.

Open questions elicit longer answers. They usually begin with what, why, how. An open question asks the respondent for his or her knowledge, opinion or feelings. “Tell me” and “describe” can also be used in the same way as open questions.

Feedback is essential to moving the needle!

Extra Ginger and Wasabi

The Rock is known for how much effort and focus he brings to rehearsing.

My advice to any practice is to role-play every week. For 50% of you that will be fun, For the other 50%, you will hate it, at first.

Roleplaying was one of the major reasons I was able to help my companies have such phenomenal acquisition rates and it should be utilized in Chiropractic offices.

Want to learn more? Come to ChiroSushi in Las Vegas

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