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Bill Esteb is a legend in the chiropractic marketing education world. He has been helping chiropractors since 1987 to break down complex things in very simple ways to improve the way they communicate with clients.

He is the founder of Patient Media, and Perfect Patients, where he renders custom websites and digital marketing services to chiropractors. Bill is also the co-founder of Smile Marketing, a company that focuses on providing the same website customization and digital marketing services to dentists.


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Here’s a glimpse of what you’ll learn: 

  • Bill Esteb talks about how professionals can adapt and stay safe when seeing patients during the COVID-19 outbreak
  • Why digital communications opportunities should be embraced by professionals 
  • Bill gives an example of a great communication strategy by a chiropractor 
  • The evolution of Bill’s businesses, Patient Media and Perfect Patient
  • The various offerings of Patient Media and the goal Bill has in mind for it
  • The story of how Bill overcame a crunch in his business
  • Bill discusses the importance of being in the service of others when doing business
  • Bill differentiates consulting and coaching
  • How Perfect Patient has helped professionals improve their business even during the early days of internet.
  • How Perfect Patient began, how it works with clients and the different services it offers

In this episode…

When facing a crisis as unprecedented as the COVID-19 pandemic, how do you adapt your business? What safeguards can you put in place to ensure that your business will still run smoothly while following the rigors of the new norm that your business has been thrust into? 

According to Bill Esteb, a legend in the chiropractic marketing education world says that the first step is to amp up your communication with clients and then you need to shift your point of view about how to tackle the crisis by focusing on how you can serve others.

Tune in to this episode featuring Bill Esteb where he discusses his business, how the chiropractic industry is adjusting to the COVID-19 pandemic, how professionals can embrace going digital, and the right mindset in the face of a business crunch.

Resources Mentioned on this episode

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Episode Transcript

Intro: 0:15
You are listening to Inspired insider with your host, Dr. Jeremy wise.

Jeremy Weisz 0:22
Dr. Jeremy Weisz here founder of where I talk with inspirational entrepreneurs and leaders, the founders you’ve heard of and some of you’ve never heard of p90x founder Tony Horton. You know, I like to tell the story is built like the biggest challenges in their career and Tony Horton talks about how he made money as extreme as mine. And before selling hundreds of millions of dollars of p90x he would put his head on the street, and that’s how he made his food and rent money. And Baby Einstein founder Julie Clark talked about growing a company $20 million with five employees and selling to Disney but I thought the most impressive part was her beating cancer twice in her talking about that and Atari found Nolan Bushnell talked about how whence he was Steve Jobs as mentor Steve offered Nolan 33% of Apple for $50,000. And why he said no, at the time, all of us probably would have said no, he said to a punk 21 year old kid asking us for the equivalent $400,000 so I am going to introduce today’s legendary guests in a second. But this episode is brought to you by rice 25. I co founded it with my business partner, John Corcoran. And we help b2b businesses connect to their dream 100 clients and referral partners by helping you run and launch your podcast, so generates ROI. It was inspired Actually, I was inspired to podcast from my grandfather, who was actually a Holocaust survivor and him and his brother were in concentration camps in Nazi Germany and they were the only people to survive in their family. You’re wondering how does that have to do with podcasting? Well, the Holocaust foundation interviewed my grandfather and his legacy lives on because of that interview and that interview is on my about page on smart Insider, and it just motivates me, yes, like podcasting to help your business. But it helps you and your guests leave a legacy of knowledge beyond us living. And I, you know, just I watched that interview multiple times a year, and other people do too. And so it really motivates me to help other people do the same. But I do credit podcasting to be the single best thing I’ve done for my business in my life because of the amazing relationships I’ve made. So if you have questions, I think everyone like Bill would say right now anyone who is a chiropractor or a dentist or any professional should have a website and digital communication, because that’s the ultimate way to communicate. I think every business should have a podcast so if you have questions, email us support at Rice 25 Media calm, and I want to thank Josh long for introducing me to today’s guests and you can check out his audible and Amazon. His book on Audible and Amazon bottleneck breakthrough. I’ve listened It loved it if you want to find out how to fix your number one business challenge on my girl fast which who doesn’t check out his book Like who? Who doesn’t want to build eliminate bottlenecks from their business? Right? And so I’m gonna let Bill talk in a second but you know, he needs no introduction. He’s legendary in the chiropractic marketing education world has been helping chiropractors, even before 1987 but 1987 I think formally, and I’ve been studying his materials and his knowledge in education marketing for over 20 years, myself and he just boils down complex things in a very simple way to communicate and it’s groundbreaking for any profession. So I say I don’t care what profession you’re in. If you’re in dentistry, chiropractic anything, see how he actually creates education and knowledge to help people understand complex things. So he has backtalk on our backtalk system. Which are like his performance findings magazine that he invented, I was reading an over and over and over, he’s found a patient media, perfect patience. And also smile marketing for dentists. So not just Chiropractors and other professionals too. So Bill,

Bill Esteb 4:17
Thank you. Thank you.

Jeremy Weisz 4:21
So, you know, there’s so many things and we’ll go through a timeline and about your your career so that we can unpack some of the lessons learned. But, you know, in this day and age, you know, who knows when people are listening to this, but right now, the US and world is going through a bit of a crisis. And so I want you to talk about adapting in a crisis for professionals and how, what you think they should lean into in these times and in general?

Bill Esteb 4:51
Yeah, well, this is an unusual situation. It’s a one up we don’t have a lot of History to look back on and see what we need to do moving forward. But I would say that that number one is over communication. There are people within your own family, there are people within your own business. And there are customers and other you know, constituencies that are going through fear. And we do not make our best decisions when we have our brain hijacked with fear and cortisol. So I think over communication is the key thing. And I think it’s important that you develop a point of view, what is your point of view of this? Are you saying that this is finally the end so now I have an excuse to retire or are you saying, you know, this is going to last three months? This is going to last three years? We know what’s your point of view on that and once you have a grounding, a point of view, then you can put together a plan that makes sense So everyone has a different point of view as to what’s going on here. I happen to believe that that this is not out of ordinary that something has caused the media to go bonkers and I think that probably most of us would be healthier and, and keep our sanity if we tended to tune out of the media and I think that the corona virus, this is a new one, but we have had a  Corona virus for forever and this is certainly getting a lot of headlines, but I think we’ve had worse issues with the anyone or whatever it was in SARS and all the rest of it. So I tend to not get wrapped up in the hyperbole. And my go to strategy is to bolster my own immune system and I think that would probably bode well for most people is because after we do the flattening of the curve and, you know, staying in place and having the appropriate social distancing

viruses, not all of us

Jeremy Weisz 7:15
will be exposed to someone,

Bill Esteb 7:16
it’s still going to be here. Right. So what are you going to be doing to, to make sure that you get through it? So? Yeah, I don’t know that. I don’t know where you want to go. Yeah.

Jeremy Weisz 7:25
I want to see what have you seen? How are people adapting now and what have you? I know, you’ve had a lot of conversations with people. You know, and everyone’s in different circumstances. How are you seeing people adapting to this and what have you? What are some of the recommendations you made? And maybe some of those instances? Yeah, well,

Bill Esteb 7:42
one of the clever things that I have have learned that some are doing in chiropractic that’s kind of where my ear to the ground is, is to, to avoid the congestion in a reception room. They’re basically asking patients to stay in their car, and then they text the patient, when they’re Ready to go. So they don’t have a lot of congregation there in the, in the reception area. I think that, that the other opportunity here and you know, that’s, that’s what what the there are opportunities and one in particular is to, you know, what are all the things that you’d like to get to in your business, that you’re so busy in your business that you don’t get to work on your business. And I think that that’s one of the things that I’m seeing a lot of creativity around in terms of, hey, I’ve always wanted to write that blog post about Yeah, you know, X, Y, or Z or, you know, I’ve always wanted to, you know, kind of tune into social media and clean that up. And so these there’s some there’s some opportunities now to really, you know, work on your business rather than  just simply being consumed by working in the business.

Jeremy Weisz 8:50
So, you know, you’re always a big believer in leaning into digital communication, even before this happened. So, now people hopefully are motivated to maybe double down on digital communication in general for their practice or for marketing or whatever the reason is what what should people, you know, do now that they maybe should have done all along? Or maybe just do more of now that this is happening?

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