How Peterson Chiropractic Generated $321K From $15K in Ad Spend in Its First 9 Months

Opening highlights

Joshua Peterson: My biggest problem before meeting y'all was, where do I get new patients? For the last two or three years, that's really been what I've focused on. How do we get more new patients? How do we get more new patients? And I would just feel like I would beat my head against the wall, because I literally just couldn't find anything. I know that there's way more people out there in San Antonio that we can help. It's a ridiculously small number of people for us to be seeing. So for me personally, it was frustrating.

Joshua Peterson: She had gotten an email on her business account from y'all saying, you know, could you take more new patients? She forwards those kinds of things to me, and I instantly deleted it. I used to just say no to everything. I have a countdown of like 30 seconds to undo a delete in my Gmail, and for some reason I was like, we should probably look into it. So I undid it. This seems like something that we should check out.

Joshua Peterson: It's one of the biggest impacts that I've ever seen in my life, me not saying no to something. What y'all have done, and all the people that we get to help because of Chiro Jump, happened for me because I didn't say no. From y'all specifically, it's been 72 new patients in the first 12 weeks that we were with you guys. We had not seen over 50 new patients since 2013. Total is around $74,000 that it's generated so far. It literally has changed the trajectory of our life.

Joshua Peterson: It's really the offer that you come up with. It's just a game changer. Never seen anything like it. So yes, y'all have brought in new patients, but we also are using the offer that y'all created. We did a Christmas card special that we've always done, but it blew it out of the water using that offer. I am desperately trying to find another chiropractor because we are so slammed, and we just got another part-time person, and soon we'll be having to hire another full-time person.

Interview

Joshua Peterson: My name is Joshua Peterson. I'm the COO of Peterson Chiropractic. I'm not a chiropractor. I get the opportunity to run the office for my brother and our associate doctor. We've been in business for 40 years. We've been in San Antonio for 40 years. Our dad started our office. I've been in the office for 26 years, and my brother and I took over ownership back in like 2017, 2018. That's a little bit about who we are.

Chris Beale: Love it. What was your situation before we started working together? So looking at pre-November.

Joshua Peterson: I would say it had flatlined, ultimately. We were doing good, but we weren't growing, if that makes sense. Previously we had three or four years of 10% or more growth. At the end of 2025, we probably had like a three to five percent growth. So we were doing well. We are a million-dollar practice, but we did not reach our goals last year. We were just not doing as well as we wanted to be doing.

Chris Beale: What were some of the numbers? How many new patients were you seeing at the time, if you can recall? Revenue kind of just flatlined. Was the new patient number flat as well?

Joshua Peterson: I think that we were averaging either 24 or 28 new patients a month, which is fine, but we had a goal of 36 a month. So that's a big difference for sure.

Chris Beale: I know the practice is a family-owned practice, which is so awesome. How did it feel for the whole team, seeing that you're growing and then all of a sudden things taper off for a year?

Joshua Peterson: I think fine, honestly, to answer your question. My wife also works in the office, so the main leadership in the office is Dr. Tim, my wife and myself. And it's fine to be fine, but we're not really okay with just being fine. We always want to grow. We're big believers in the concept of “green and growing or ripe and rotting.” If we weren't getting better, then we're not growing. And if we're not growing, then we're rotting. So yeah, it felt fine.

Chris Beale: Was that more mentally challenging than anything? Like, man, what is going on?

Joshua Peterson: For me personally, one of my biggest roles in the office is: how do we bring in more new patients? We realized, surprisingly not that long ago but definitely a couple years ago, that the number one flywheel generator for us in the office is new patients. So for the last two or three years, that's really been what I've focused on. How do we get more new patients? How do we get more new patients? And I would just feel like I would beat my head against the wall, because I literally just couldn't find anything. We were just stuck. Don't get me wrong, seeing 20 to 30 new patients a month will keep us at a million-dollar practice relatively easily. But I know that there's way more people out there in San Antonio that we can help. It's a ridiculously small number of people for us to be seeing. So for me personally, it was frustrating. It's not like we were suffering. We weren't suffering at all. We're a very profitable office. We get to help a lot of people, but we wanted to help more people.

Chris Beale: What a blessing it is to have this problem, but at the same time it's like, man, why are things not moving forward? Totally hear you. How did you find us initially? Walk me through finding us and what your thoughts were as we started to meet.

Joshua Peterson: This is my favorite part of the story. My sister also does marketing for us, and she had gotten an email on her business account from y'all saying, could you take more new patients? She forwards those kinds of things to me, and I instantly deleted the email. I am used to just saying no to everything. I have a countdown of like 30 seconds to undo a delete in my Gmail, and for some reason I was like, we should probably look into it. So I undid it.

Chris Beale: That's crazy.

Joshua Peterson: I found y'all's website. I had my sister respond to the email, and she sent a really weird response to y'all. So I went on your website, and what stood out to me was, in your core values, you talk about Christ. And I was like, okay, well, this is a little bit different. We're proudly a Christian office. Not very many companies stand on that, and so that really set you all apart. So I decided to investigate further. I looked at your Google reviews, and the first review on there was from Dr. Tracy Rush. We were part of AMC for 20 years, so we know Dr. Rush. And then I saw Kyle Bloch on there as well. And then I found their testimonials on your website, and I was like, okay, well, this seems like something that we should check out. So that's how.

Chris Beale: Crazy. Isn't it awesome? I love it.

Joshua Peterson: It's honestly one of the biggest... and obviously we'll talk about how y'all have made a difference in our office. But it is one of the biggest impacts that I've ever seen in my life, me not saying no to something. What y'all have done, and all the people that we get to help because of Chiro Jump, happened for me because I didn't say no. I changed my no to a yes, or at least a maybe. You know what I mean?

Chris Beale: It's those kinds of things that make me just sit and pause. That's totally a God thing. Who second-guesses, does the undo on the email and then goes in? That's crazy.

Joshua Peterson: The kind of blessing that we received from it. It literally has changed the trajectory of our life. We'll get into it, but I'm desperately trying to find another chiropractor because we are so slammed. We just got another part-time person, and soon we'll be having to hire another full-time person.

Chris Beale: Let's do it.

Joshua Peterson: My biggest problem before meeting y'all was, where do I get new patients? That is what I was trying to solve. We solved that in finding y'all, and now my biggest problem is how do we make sure that everybody who is serving all these patients is not overwhelmed.

Chris Beale: What were some of the doubts and fears you had before saying, “Hey, let's rock and roll”? Were those all handled by seeing the testimonials and who we've worked with, or what was that like?

Joshua Peterson: I would say a little bit. It was definitely cool that y'all had worked with AMC docs, because our system is definitely different than the average doctor's. So that gave me confidence. But also part of it was just a leap of faith. We had worked with mainly one other social media company, and I think social media companies, and any Google ad companies, are really good at selling promises. So I just had to take it for what it was, honestly. To me it was a gamble that was worth making. Hearing that the AMC system worked with Dr. Kyle and Dr. Tracy was definitely encouragement for us investing the initial amount to see if y'all were...

Chris Beale: Okay, that makes so much sense. Before we dive into everything that's happening in the practice, could you walk me through where we're at now when it comes to metrics? How have the last 12 weeks of advertising gone?

Joshua Peterson: We are ridiculously slammed. From y'all specifically, it's been 72 new patients in the first 12 weeks that we were with you guys. For the new patients, though, and I don't know how much you get into this with people you're talking to, to me, besides y'all screening people, it's really the offer that you come up with. It's just a game changer. Never seen anything like it. So yes, y'all have brought in new patients, but we also are using the offer that y'all created. We did a Christmas card special that we've always done, but it blew it out of the water using that offer. My sister, going out and doing her marketing, uses the same offer. I use the same offer. So in December, we saw 54 new patients.

Chris Beale: What? That's insane.

Joshua Peterson: We had not seen over 50 new patients since 2013. I had to look back. And then in January, we saw 66 new patients.

Chris Beale: 66 new patients. So is that an all-time high?

Joshua Peterson: Yeah, that's way, way more than we've ever had. So we're just rocking and rolling as far as new patients go. Again, y'all are bringing in the majority of those, but also it's the offer that y'all created for us that we can extend to the people we're marketing to. It is an offer they can't say no to.

Chris Beale: Wow. And how has that impacted the back end? Patients come in: how have conversions been? How is the revenue looking? Can you walk me through some of those numbers too?

Joshua Peterson: Sure. So conversions could be improved upon, for actual stats, just so you know. I think that our Chiro Jump people had it, percentage-wise, at like a 33% start rate for the people that came in in December. We haven't finalized January yet; we still have some outstanding people. It was a little bit slower of a start rate overall. I think we had like a 45 start rate. So to give you perspective, we still had 20 people start care in December. And then January is doing much better already, both Chiro Jump people and other people. And I'm sure we'll talk about this a little more, but Jojo is awesome at coaching. One of the many things that we worked on together is the space between our new patients and the reports. I am currently testing out doing a single report with AMC. We do a first report and a second report, but I've got Dr. Tim doing single reports right now, and kind of doing part of the first report as a close to the new patient appointment. So far it's going awesome. I think he's done four of them, and three of those are...

Chris Beale: Let's go.

Joshua Peterson: I think part of the low start rate was the season. The Christmas season isn't always the best for people actually committing; they have other things on their mind. But also, because we're so slammed, we're trying to find spots to put in these reports, and I hadn't communicated effectively to my staff that these need to get in really quick. So somebody may not be scheduled for their first report for six or seven days, and then they may not schedule their second report for another six or seven days. You're talking about two or three weeks out from their initial phone call with you guys.

Chris Beale: That's crazy.

Joshua Peterson: So we're working on that, and that's changing. But I think in January we officially had 21 or 22 people start as well.

Chris Beale: Let's go. That's huge. How has that impacted revenue numbers when it comes to patients from Chiro Jump and patients outside Chiro Jump? What have you seen in the practice on the back-end metrics?

Joshua Peterson: From the stats that y'all have gathered for us, because y'all do a better job at tracking the Chiro Jump people specifically, we have had 15 people start care from Chiro Jump. Two people prepaid, and the other 13 are on a payment plan. I think total is around $74,000 that it's generated so far.

Chris Beale: Let's go.

Joshua Peterson: From about $4,000 in ad spend.

Chris Beale: Which is awesome. And just for some context too: of the 72 patients that were booked, 37 are still in the process. So it's not like 15 converted out of the 72; we still have a lot of people in the process of walking through.

Joshua Peterson: Correct. Can I tell you one of my favorite things too?

Chris Beale: Please.

Joshua Peterson: I set this up in the beginning with y'all: I get a text message every time somebody schedules, and my phone is constantly getting text messages of new patients scheduling through Chiro Jump. I just love it. I'm just chilling on the weekend, it's Friday, Saturday, I'm not working, and three new patients just scheduled.

Chris Beale: That's so awesome. Let's go. I would love to know: what were some of the other things you noticed when you started that were different from what you've done before, that you've really appreciated about our process and the way we do things?

Joshua Peterson: Honestly, everything. From the very beginning, in my interactions with you, I felt very heard and encouraged. And then the way that y'all schedule the people and ultimately screen them. That is a huge difference. Honestly, that's why I chose to give y'all a chance, really. You could do a crazy, stupid ad that will attract everybody, and then my staff is just overwhelmed with terrible phone calls. So y'all doing all of the phone calls for us and actually qualifying these people has been just awesome. One of the other big things, and I don't know if I should say this, because I don't know that Jojo will want to do this with everybody, but Jojo has helped me create a new phone script for new patients, ultimately taking the concept of what y'all do with a phone consult. We've been working on it over the last couple of weeks, and I think it's pretty finalized; now I just need to train the staff on how to do it. Because you've done such a great job screening these people, I want to translate it to screening the people that call to schedule here.

Chris Beale: I love that. That's awesome. What are some of the other things that were surprising, that maybe we didn't even talk about on the initial calls you and I had before getting into the program?

Joshua Peterson: Two things. One is what I've mentioned throughout this conversation: just how amazing of a coach Jojo is. Y'all are totally babies, right? I talked to you about that in the beginning. Y'all are super young. How old is Jojo?

Chris Beale: Jojo's 21.

Joshua Peterson: So, you know, I am 45. I've been doing this for 26 years, and Jojo is just amazing at communicating all the Hormozi stuff, right? I talked to you about that early on. Y'all know it really well, and you can help me learn how to utilize it, whether it's in our phone script, our consultation or our reports. The whole thing translates really well. I don't know how y'all learned it so well, but y'all did a really great job coaching us on it. That was one thing. And then, I don't know if you'll show this on the recording, but the ad that y'all do is so weird, honestly. Y'all have pretty much run the same ad for us the whole time, I think. I don't know if you know which one it is, but it's just a random picture of a room with a massage-table-looking thing, and it says something like, “Hello, women wanted for wellness.” It is such an odd ad. Obviously y'all figured out something. When we first started running it, my sister, who does marketing, was like, “Did you do this? Is this us?” Because it's totally not us. It's totally different than everything.

Chris Beale: Yeah.

Joshua Peterson: And then we had patients say, “Hey, is this you guys?” Because it says that it's you, but it doesn't seem like it's y'all. And I think that's obviously part of what y'all learned that worked. There's another popular chiropractor in San Antonio. They have a really good chiropractic office, and they're busy. It's funny: I've been seeing their Facebook ads, and it's videos of the two doctors doing their thing, doing adjustments and their stretches, and it looks like every other chiropractor's ad. There's nobody who's running an ad that stands out like y'all are running.

Chris Beale: That's so funny. I know Mark is testing a lot with you guys. If that is the ad you're seeing, and there are probably some small changes, the results must be much better with that than anything else he's testing. That's so funny to me, because a lot of people focus on “I think this is going to do well” or “I don't think this is going to do well,” and ultimately I have no clue. You would not expect just a random image to do well, but obviously something is working. So it's a lot about testing.

Joshua Peterson: It's awesome. It's funny.

Chris Beale: Is there anything else you want to share about your experience with us, and maybe what it's allowing you to start to do in the practice? I'd love to get a fast-forward. You mentioned earlier there were some other things you wanted to share about the trajectory of the practice now?

Joshua Peterson: When I first started talking to you guys, we had already started looking at opening a new office at another location, and that continues to move forward. Our plan was to share our two current doctors between this location and that location, and also to send one of our staff from here to there. We were definitely well enough staffed that we could do that. That's not the truth at all anymore. We are not well enough staffed currently to sustain what we're doing at our current office, let alone send people to another location. We're looking to open the new location in August. And honestly, if y'all keep doing what you've been doing, we'll probably have to hire two new chiropractors by August. I'm searching for one right now; we'll probably hire them and try to hire another one within the next couple after that. Same thing with staff: we just hired a part-time staff member to help the doctors process all the paperwork for these new patients. It takes them 15 or 20 minutes to put together their reports, and if they're seeing 50 or 60 new patients a month and they have to do all these reports and all of the new patient stuff, they're slammed busy. So we hired a part-time person, and really quickly we're going to have to hire at least another full-time person so that we can send one of us to the new location. And we're looking at running this ad, whether it's a little more location-specific or expanded for it. It definitely gives me super confidence that when we open the new location, we're not going to be lacking new patients over there.

Chris Beale: Let's go. That's so awesome to hear. I didn't even know this part of how things have been going, and it's so cool to see that you might need to hire two people. Sorry for slowing down the expansion plans, but it's a good thing.

Joshua Peterson: It should not slow down the expansion plans. We're still on the timeline for that. It just makes it different.

Chris Beale: How is the rest of the team taking the growth? I know you've always been the one on the new patient side. How are people taking it?

Joshua Peterson: Mostly good. My office manager, myself and my brother, the main chiropractor, absolutely love it. My other staff who's been here a really long time loves it. But the front desk staff and the doctors are just slammed busy. I feel like they're somewhat just keeping their heads above water, so I think it's hard. Everybody agrees that what's going on is amazing, and the last thing we want to do is stop the momentum, but they're just trying to figure out how to get their stuff done. They're not used to coming in outside office hours to get stuff done. Our doctor is coming in before 6:00 every morning. I see the alarm get unset, because she's trying to catch up on X-rays and stuff. So I think there are mixed feelings about it. Honestly, I love it. I think it's fantastic. It's what I've always dreamed of. But again, frankly, I'm not the one doing all the work. I'm not doing really any of the work.

Chris Beale: You're just seeing the numbers and the patients, like, “Okay, my job is done.”

Joshua Peterson: I mean, it is. My office manager said it yesterday, because we're struggling with how we motivate our team, or find people that are motivated to help us more. She was like, “You did your job. You found us all the new patients.” And it's like, yeah, all I did was not delete an email.

Chris Beale: That's so funny. As we wrap, is there anything else you'd want to share about your experience with another doc who's considering, “Should I even check this thing out? What is this like?”

Joshua Peterson: Definitely, I wouldn't take the decision lightly. I love that y'all do a screening process with your doctors, just like you do with our patients, because it is an investment. I know y'all have great results with, it sounds like, everybody who comes on board. I just know my experience. And I cannot recommend you guys highly enough, and I'd encourage the doctor to try it. But I would caution: if you're willing to try it, you need to be willing to get slammed busy too. For real, just prepare. You can easily say, “I want 30 or 40 or 50 new patients a month,” but do you really? I know y'all can scale how you do the ads for people. If Chiro Jump can bring in 10 or 20 new patients, then they can probably bring in 30 or 40 new patients as well. So why stop that? That's where I am. I would never tell you guys, “Hey, let's help fewer people,” right? So what I would tell doctors as they're checking y'all out: I think it's worth just trying. The initial is absolutely worth trying, to see if it works in their area as well. But also be prepared, because it might just work even better than they expect.

Chris Beale: Thank you for sharing that. If you're watching this, all I would say is book a time. The worst that happens is we find it's not a fit. The one other thing I'd add is: be ready to go all in. One thing I want to honor you for: you're someone who immediately was like, “Hey Jojo, what's the next step? Okay, cool, you think I have a belief that needs to be broken or shifted? Cool, walk me through it.” I've heard about some of those early conversations. Your willingness to go all in on the process and dive in is amazing, because for a lot of people, even when there's very little evidence or basis for what they stand on, it's like pulling teeth to get one belief through, and it makes it way slower and more difficult to actually help people get the results they're looking for. So I appreciate that a ton about you guys. I just think it's been so awesome.

Joshua Peterson: And I think too, for the doctors that you talk to: we've tried the same thing over and over again. Why would we be stuck in our beliefs? Why not try something different? Y'all make it easy, because it really is something different. The stuff that Jojo is talking to me about is completely different than anything that I've ever heard. So it's not like, well, we've tried that before. And if we haven't tried it, and we're not liking the results that we're getting with what we have tried, why not try something else?

Chris Beale: Totally.

Joshua Peterson: God is good.

Chris Beale: God is good.