Marketing 101 for Chiropractors

From Overwhelm To Workflow: Practical AI For Chiropractors

• Enrico Dolcecore • Season 3 • Episode 41

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Most clinics don’t lose patients because of care quality—they lose them in the gap between curiosity and the first booked visit. We invited Jenna Nelson of Her AI Agency to help us close that gap with a practical plan for AI-powered intake that feels personal, stays on brand, and wins trust before day one.

Jenna charts a clear path out of AI overwhelm by starting small: identify one painful, manual task and solve it end-to-end. We dig into why lead intake is the highest-leverage place to begin, how a trained conversational bot can ask smart follow-ups, screen for red flags, and route prospects to the right service—all in your tone. You’ll hear how guardrails protect your reputation, from refusing medical advice to escalating emergencies and shielding proprietary info. We also cover the reality of voice AI today: where it shines for transactional tasks, where it still feels robotic, and why chat and SMS remain the most reliable first touch for modern patients.

From there, we walk through Jenna’s Align → Automate → Appear framework. Align means codifying brand voice, FAQs, ethics, and triage rules before any automation. Automate turns that playbook into reminders, directions, reschedules, and on-brand replies that save hours every week. Appear focuses on visibility—using AI to scale content production across social posts, video, and ads so you meet the 10–12 touchpoints buyers now expect. To keep things lean, Jenna lays out a simple three-part stack: one generative AI model you commit to and retrain with feedback, one automation platform to centralize messaging and workflows, and one content tool that fits your medium.

If you’ve wondered how to adopt AI without losing the human touch, this conversation gives you the blueprint: start with intake, set firm guardrails, train the bot on your voice, and let humans handle the moments that matter most. Subscribe, share this with a colleague who’s stuck in voicemail purgatory, and leave a review telling us the one workflow you’ll automate first.

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SPEAKER_00:

Hey everyone, welcome to another episode of Marketing 101 for chiropractors. Thanks for joining us. And this week we got a real special guest, Jenna Nelson from her AI agency. This is going to be a cool one. I hope you can organize some things for us. But thanks for being on the show.

SPEAKER_01:

Absolutely. Thanks for having me.

SPEAKER_00:

Yeah, how'd you get into all this AI stuff? I mean, you think of AI and you're like, oh man, you got to be like 19 years old to know anything about it. But how do we get into all this?

SPEAKER_01:

Yeah, absolutely. I wish I was 19 years old. Um, you know, for for me, honestly, I fell into it a bit on accident. Um, I did not, you know, set out to create a tech company or an AI agency uh by any means. I've been um in kind of the digital marketing brand strategy space for 15, 20 years now. Um and truly three, four years ago, I just really started integrating, you know, kind of I remember truly like Googling what is Chat GPT and trying to figure out how to integrate that into my own workflows, into my own business. Um, and then when I saw the value of it, then I started really um, you know, trying to integrate it for my clients as well. Um and then when I saw the way that took off and how much it improved their workflows, my workflows for them, um I really kind of just started naturally building a business around it. Uh, as they're truly, you know, because we're in sort of, you know, the AI gold rush, as I call it right now, there isn't a ton of, you know, nobody has a degree in generative AI right now. You know, there is no real like pathway. Um, so I've just kind of taken it upon myself in the past, you know, maybe four years to figure out what that path looks like and how to incorporate it and educate people because I know there's a lot of fear around it too. Um, and it can be a bit overwhelming. There's like a new tool coming out every five seconds. Um, my goal is kind of reduce some of that fear and also make it more practical and easy to understand and how to incorporate it into your business and your marketing workflows uh without the overwhelm.

SPEAKER_00:

That's great. Yeah, I think that's perfect for this episode on how to organize this. I mean, we're still, as you said, it's like the gold rush, it's new. It's almost like learning coding all over again. Not that I ever did any computer engineering, but uh it is a whole new learning curve. And what we're learning is that there's a lot of tools out there. This is kind of like, you know, 15 years ago, 20 years ago with the app rush and apps, right? And you have all these apps that did things for you. And we've ended up realizing that a lot of apps overlap one another. You don't need to have three diet apps and three meal planning apps and all these fitness apps. You can and they could maybe run with one or two of them. Uh I think that's where we are with AI tools, right? I mean, there's a lot that do a lot of overlap. Uh and I'm hoping maybe you can clean it up, at least if no one's listening for me. That'd be great. They are listening, but there is going to be a lot of cleanup that we can do with this. And maybe we can dive a little bit into that.

SPEAKER_01:

Absolutely. Happy to.

SPEAKER_00:

Yeah. So let's work with business first. So with the clients that you help, what is the best way to introduce AI into the practice if you're, I guess, actively looking for it? Because if you're not actively looking for it, you're probably already using it with things like Canva and some other tools that are out there. But how are you going to actively start picking things for your business?

SPEAKER_01:

Yeah. So the first place I start with any client is like, let's pick one problem. Let's pick one thing that is too manual, it's bogging you down, it's slowing you down, you're not keeping up with it, it's preventing you from being one-on-one with clients. Let's find one thing and solve that with AI and expand from there. Um, really frequently I see people, you know, try to think like, oh, I'm, you know, I'm gonna do this and this and this with AI, and that's where it gets overwhelming, right? And that's how you end up with a huge tech stack of 15 different tools. So I want to find one core problem and let's solve it with AI, um, and then we'll expand from there. Uh, and that looks different for any business, right? It depends on what truly is, you know, bogging you down, maybe what you like to do or don't like to do. Um, so one place I often start and where I find is probably most valuable for most businesses is their lead intake. Um, you know, there's often a lot of questions that we all answer to potential clients or clients that we answer all of the time, um, and that a lot of times may make them a client or not make them a client, right? Um, and so I like to really interject um kind of as a first point, um, a lead intake bot or something that can automate that kind of initial interaction so that A, it does a couple of things. First, it's a great first brand impression, right? Because what we can do with these AI tools now is we can bake in a lot of consultative um, you know, kind of information. It's not just press one, you know, for this or yes or no questions, right? Um, I can bake it in to where, you know, somebody comes to you, you know, say as a chiropractor and says, you know, what what are you struggling with? What's bothering you? And they say, okay, it's, you know, it's my neck. And then we can ask some follow-up questions and get some, you know, kind of information from them. And we can answer in your brand voice with your knowledge baked in. So it feels very consultative and it feels like a good understanding of your business and your brand, and not like they're talking to a robot. So I like to start there. And what that does again is it it gives you that initial brand, you know, qualification. Uh, it gives you know the user kind of some good feedback and introduces them to what you're offering them, but it also pre-qualifies them, right? So, you know, you're a chiropractor, right? And if they come to you and they say, you know, I've got a broken leg, well, that may not be the right fit for chiropractic to start, right? Um, so that say, hey, uh, really sorry to hear that. We would recommend you follow up with an orthopedic doctor or call 911, whatever that might be. Um, so it pre-qualifies a lot of your potential clients. Um, and also you can then route them for nurturing, right? So, you know, they tell you I'm having fist problem. Well, maybe they need chiropractic adjustments, but maybe they also need to consider massage or traction or something like that. So you can kind of route them in the direction they need to go based on their answers. Um, and that might be something that you were previously doing in an intake appointment, right? And maybe you were spending 40 minutes with an initial, you know, client getting some of this background information that we can do on the front end with AI. And so when you get them into your office, right, you're ready to go. You're ready to be hands-on, you're ready to work with them. Um, and we've done a lot of that pre-qualification. So that lead intake, that initial kind of client onboarding is one place I really like to start.

SPEAKER_00:

I love it. The old school way is catching a phone call during office hours with a human. That's the way we've always done it. And that's how we kind of funneled with leads, right? But uh, or maybe an email where you get back and there's some questions that go back and forth. Sure. And you can get AI to do all of this. How do you feel about voice AI as a voice agent overall?

SPEAKER_01:

You know, of all of the AI tools out there, I would say voice AI is the slow, it's coming along the slowest. Um, what I will say is it is the worst today, but it's ever gonna be again, right? So where we're at right now, and it's come a long way. Um, and it's coming a long way really fast. So honestly, six months ago, I would have been like, you know what, let's not with voice AI yet. It's just not there for me. Um, I'm at a place now where I'm like, for the right client, for the right intake process, it it is there. It can work. Um, and it's just getting better and better. Um, so I I honestly, you know, we're in December of 2025 right now. I will be surprised if by March of 2026 it's not a lot, a lot better. Um so I think it's it's you know, the the conversation box, the chat box, I think are maybe better right now. Um just because the the voice AI still has that little bit of like robotic feel to it. Um, but there are some really good ones out there. Uh and if you train it right, if you take the time to really test it and try to break it, that's the number one thing I say about any AI tool is I want you to try to break it. We want to test it and reiterate as much as we need to. Uh so voice AI, you know, it it can really be there depending on the business type and depending on how much um interaction you need with a person. Certainly for something like maybe a mental health you know therapist, it might not be the right interaction that I want right off the gate. Um, but honestly, I I uh I called Best Buy today to cancel something. It was all voice AI based. It took me three minutes. I never had to talk to a human. It was efficient, it was fast, and it got it done. So for something like that, where it's like, hey, I just need to do this, change something, I think it's great.

SPEAKER_00:

Yeah, I agree. And I'm glad you went there. But I think 90% of all conversation is done via internet. So website, widget, you know, like a chat bot and um and texting. So this is where I think the value is at. You can train these things to be absolutely phenomenal with your FAQs and trying to break it with the most common things. And the potential of just getting more leads is uh better than ever before because we didn't have these tools before. They literally had to wait till office hours to get a reply, right? Absolutely. So I think this is, I mean, if you gotta be on this train uh to be ahead of the curve when it comes to all this to capture it. And I feel like we're training not just maybe not the boomers, but we're training the millennials, we're training Gen Z to purchase this way. Gen Z is perfectly comfortable with this. They'd rather just text a few things, have an appointment book, get the confirmation, and not even know what the person looks like when they get there. They're okay with that. I think the millennials are still on the fence on both. They're like, I kind of want to know who I'm gonna see, but that's what the website's for. See the profile, pick the person, book the appointment, and they are okay with it. So I'm saying this out loud, trying to wrap my head around it. Yeah, because I'm at the same age bracket of, you know, Gen X millennial, where I'm like, I don't know about all this, but it is there, and you have to know your market. And the market is there.

SPEAKER_01:

It is. And honestly, the thing too is that the workforce is changing, you know, as you know, as our our kids are growing up now, they're expecting to use AI. And, you know, your new employees that are coming out of uh college, out of high school, they're going to expect to use AI. So integrating it into your business, um, whether you like it or not, it's it's here. Um, and it it is kind of the way we're moving. Uh, so you do kind of have to start paying attention to it now and start integrating it now because it it one thing I say a lot is it may feel okay right now in 2025 to not be using AI in your business. It will not feel okay in a year or two, I promise. Um, your competitors are gonna get ahead of you, you're gonna be really far behind. Um, and so now is the time, even if it's slow, even if it's one workflow at a time, I really want people to start adapting to it because it's not going away. Um, and this this will feel problematic to you down the road.

SPEAKER_00:

Yes, agreed. Absolutely agreed. That's a great tool. So widgets, answering, and lead funneling. Uh I think that's number one for most businesses, especially service-based businesses for sure. If you can funnel these leads to automatically have their answers there and they're like, oh, the only barrier now is whether I want to book the appointment or not, that's pretty great. That's awesome. What else are you finding that um AI is really trying to help out with maybe maybe currently I you know the fear is replacing people, and I don't see that happening anytime soon. Uh the one thing with the AI lead funneling that we have in our office is is the people that are currently working with us are like, man, this makes it a lot easier. I just have to follow up and confirm and send one text saying, hey, are you still coming tomorrow at 9 a.m.? And people are like, yep. And uh that's great. So what else are you seeing for tools in in any type of business where AI is really starting to lighten the load for the people?

SPEAKER_01:

Yeah, certainly. So obviously, you know, graphic production is huge. Um, we're really able to the amount of content that you need to stay relevant and stay visible now is greater than it's ever been before, and it's only going to keep going. Um, we used to say, you know, you somebody needed about like seven touch points to to book with you, to have seen your business, to feel comfortable booking. It's that was a couple of years ago. I it's more like 10 to 12 now, and probably because we're just inundated with so much content. There's so many, you know, we used to see one ad for something, right? Like Coke had one ad on TV and that was the only one you saw. Well, now you see 50 different versions of an ad before you may buy something. Um, and so that's impossible to keep up with. Like who, you know, even if you have a full-time graphic designer, you can't get that kind of content out that quickly. Um so those, you know, those brand visuals, that graphic creation, uh, AI can really speed that up so that you can get those digital ads out quickly, you can get those social media posts out. You know, maybe you you're increasing the cadence of your post because you're able to use AI to get those posts out faster. Uh, so really I think you know, with AI, the goal is not to replace a human, it's to replace the things that a human doesn't need to do anymore. Um, so I I always want people to focus on, you know, in their business what's most important to your client from a personal interaction standpoint, right? Like as a chiropractor, it's that hands-on, one-on-one work with them. That's where you want to spend your time. Um, I don't personally care if my chiropractor has handwritten a reminder email to me. That's not helpful or a text, right? But that time spent, you know, actually, you know, in the clinic, that's what's important. So lightening the load of what can be, you know, automated, what can just be done without the human interaction, that's where I want people to start. Um, and that way we don't lose the humanity, right? Like we we're just focusing it on the more important places. Um, and I think that really reduces a lot of decision fatigue, uh, reduces a lot of burnout for business owners. We're not trying to do everything all of the time anymore. Um, so you can be more present with your clients and more hands-on and interactive where it matters.

SPEAKER_00:

Yeah, that's great as well. Um, what have you found being um kind of innovative right now that some of your clients are using that's changing the game in their business, no matter what industry they're in? What has been a big turning point for them where they're like AI has definitely made something more efficient, freed up some of their time, prevented them from hiring more people, whatever it may be, that's brought value to their business?

SPEAKER_01:

Yeah, I do, I think it's that that automatic uh lead intake. Um, and truly you can train it and make it very consultative and still give it that brand experience. Um, and I think that that's so valuable. Um, it's not just like I'm putting another, you know, bot in front of you. It's I'm putting this trained bot about my business. It knows me, it knows my methodology, it knows you know, the important pieces of our industry. Uh, so it still feels very, it can feel very personal when trained properly. Um, and it can, when you put those guardrails in, it can be really, really effective as well. Um, and so I I think that's probably one of the most valuable resources out there right now in terms of AI.

SPEAKER_00:

Okay, let's dive into how it all works. So these are tools or um, I'm familiar with Go High Level. That's where I put a lot of my clients in on there, and they have their conversational AI bot in there. Now, and I'm sure you help uh onboard your clients and build this for them, right? To customize for their building. Okay. So, what are some tools and how they more what I want to get out of the answer of this is painting a picture for the listener about how these things work. Um maybe not necessarily the exact tool, but how these things work and how you train them so that because I know what chiropractors are thinking right now, how is this going to present me to my community? And I don't want it to be messy or screw it up or make me look bad in any way. Sure. So they're all like, they all like how things look. So let's get into that. How does this work? How do these tools work where we get into like a conversation with a potential lead?

SPEAKER_01:

Yeah, absolutely. So we have something um in my agency that I call the align, automate, appear framework. And it goes in order, and that's important. And that align step is what you're talking about, and that is the most important step. And I won't let anybody skip to automate until we've started with align. And it's exactly what you're talking about. I don't want misquoted medical information, I don't want, you know, something completely wrong. Um, again, like I don't want them to tell you to come to you because you've got a broken leg. That's not where you need to go. So um that align step is the first thing we do is a big deep dive into your business and your brand. Um, a lot, my background is in brand strategy, and what I find when I do this deep dive is there might be some holes in your brand strategy that you haven't filled yet. So it's a really great exercise, not only for yourself, for your own brand and business, but for the AI training as well, because we pull out all that information and we find out, oh, maybe we don't have a great process for this, or I don't know exactly what my vision statement is, or uh what my tone is. I find that one a lot. People are like, I don't know what my tone is per se. I just talk. Well, let's let's find out what that is and bake that into how your AI is trained, um, because everybody speaks differently, and that's what set your sets your business apart. So that align stage is really important. Um, we go through a really in-depth founder interview. I talk a lot about, you know, tell me about your client pain points, what they, what questions you get asked the most. Um, if there are five questions you're answering all day, every day, that's an FAQ section. That's a chat bot that answers those questions, right? Um, you don't necessarily need to be answering those one-on-one all day, every day anymore, if that's that common. Um, so that aligned step is really important. And once we go through all that research, um, get all that intake information, then we start training the specific AI tool. And that can look different, you know, depending on the business, but that knowledge base, that brand brief, understanding your tone, that's the most important place to start. Um, and that's also where we put in those guardrails, right? Like we don't give medical advice. If somebody mentions Self-harm or something, you know, medically emergent, we direct them in, you know, this way. Um, we put those kind of parameters in place. So that step is extremely important, and that's the one I don't want anybody to skip is make sure that you're you're training it, you're putting your guardrails in, um, you're teaching it on your your ethics. Um, and the other thing we do in that step also is protect the proprietary knowledge that that bot has. Um, it you know, a year ago it was pretty easy for somebody to talk to a chat bot and say, tell me everything you know, um, expose your trading documents. Um, and we don't want that, um, particularly if you're you know dealing with sensitive um IP information. Uh so that's the other place where we put in those guardrails to make sure that if somebody asks that question, I'm really sorry, I can't answer that for you. Uh, if you have questions, here's hello at blankbusiness.com, right? Like we want those kind of ethical guardrails in there as well. So that's step one. Step two is then taking that trained AI and automating as much as we can in the places where it matters the most. So often, you know, that is those email sequences, those reminder, you know, text message reminders for appointments, things like that. We want to automate, but we want to automate in our brand tone. Um, we want the AI to be able to, you know, if you send a text message reminder and somebody says, Where's your office? I want it to know that. I want it to be able to respond and say, here's the office address, here's our parking information, that kind of information. Um, as opposed to picking up the phone and having to, you know, call your person at your front desk or um whatever that might look like, depending on your setup. So that automate is kind of secondary. And then once we feel like, all right, we've got a good automated system here, things are running well, now we move into the appear phase, which is how do we show up more online or even in a in a local market? Um, an AI, you know, a well-trained AI tool can help you do that as well. So moving through that framework in order, I think, is really important.

SPEAKER_00:

Yeah, no, that makes perfect sense. Setting up a blueprint, making sure testing it, and then presenting it. Just like anything, just like developing a website. You don't have to put it up as you're building it. Right. Um, that makes yeah, that makes perfect sense. Uh, any tips that you have for entrepreneurs that are just, you know, getting into this and overwhelmed and don't even know where to start?

SPEAKER_01:

Yeah, so you know, again, my first advice is like pick one thing. Find that one thing that we want to automate or that we want to improve with AI and start there. And then the second step to that is pick one tool. Um, there are thousands of AI tools out there, there's a new one every five seconds. Um, if you're trying to keep up with the latest and greatest, and if you're using a bunch of different tools, you're kind of fragmenting the learning of that tool. Um, so one thing that's really important with AI tools is that reinforcement learning. So something I always encourage people is, you know, if you have it write an email or a document and you make edits, feed that back to your AI. Make sure it knows, like, hey, I changed this and this is why. This wasn't accurate. Don't just like let it sit. Tell it, just like you would a human, right? Like, hey, this was wrong, here's why, this is how I would do it. And so that reinforcement learning makes your AI tool stronger over time. It gets better because of the retraining and that reinforcement. So if you're trying to use six different tools to do one job, you're not reinforcing the learning as well as you could be. So pick one tool. Um, kind of my my core tech stack, I always tell people like, if you need, if you need AI and you're feeling overwhelmed with the amount of things out there, you need three things. You need a generative AI tool, which is something like ChatGPT or Claude, pick one. Don't use both. Pick one, commit to it, learn it, and go in that direction because otherwise you you are fragmenting that and just overwhelming yourself. Um, so you need a generative AI tool. You need an automation platform. You mentioned Go High Level. That's what my agency runs off of as well. I put everyone on Go High Level. It is the most robust automation platform out there. It can be a little overwhelming because it does so much, uh, which is why I don't like to ever just hand it to anybody and say good luck. Um, it's it's not user-friendly, straight out of the box. It needs that kind of development done to it and it needs some um customization to your business to be really effective. But once it's there, it's the best tool out there. So you need that automation platform, and then you need something for content. Um, and that varies, you know, depending on the business. Maybe you do a lot of videos and you need, you know, a video editing AI tool, something like Riverside or StreamYard. Um, it might be graphics, so you might need Canva AI. Um, I'm a huge proponent. I love gamma. Um, it's great for slide decks, for visuals, for social media. You can do a lot with it. Um, so there's a bunch of tools out there, it just depends on what your particular medium is. Are you doing more social media? Are you doing more videos? Are you doing, you know, more webinars? What we need. But if you boil it down to three things, those are the three that I would want you to have. I want you to have the generative AI, I want you to have the automation platform, and then something to create and speed up your content processes.

SPEAKER_00:

There you go. Simple, simple, rooted ways to kind of start and get organized. Uh, how do people reach out to you if they have more questions about this?

SPEAKER_01:

Yeah, uh, so my website is heraiagency.com, H E R A I A, no, sorry, H E R A I G E N C Y. Um, and my emails on there as well. Um, and you can book, I do a lot of just consults with business owners on, hey, what's bogging you down? And let's figure out where we can put AI. Um, kind of a no pressure, just like tell me what's keeping you up at night, what's what you're struggling with, and let's figure out if there's a pathway there for it. Um, so that's that's really where I would start is just kind of a consult to just see what we can improve. Um, I have a YouTube channel, uh, same handle, but I do a lot of deep dive into AI and these types of tools, and really like broken down into five, 10-minute trainings, nothing, you know, no two-hour in-depth uh kind of stuff, but that that's a great place to start if you're just like not sure where to start or you're feeling overwhelmed. Um, I try to break it down and keep it really simple on my YouTube channel. So that's another good resource as well.

SPEAKER_00:

Awesome. I'll put those all in the handles and in the description. You can reach out to Jenna there. I think you're a plethora of information. Thanks for being on the show. Maybe we'll have you back with like a deeper dive into AI in 2026. That'd be great.

SPEAKER_01:

Absolutely, because it will have changed dramatically by then.

SPEAKER_00:

It will. Thanks for being here.

SPEAKER_01:

Thank you. I appreciate it.

SPEAKER_00:

No problem.

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Enrico Dolcecore D.C.

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