Acupuncture Marketing School

If you've ever looked at your profit and loss statement and thought, "My practice is making money, so why doesn't it feel like it?" this episode is for you.
In this episode, I'm joined by Emily Bowie, partner at Thorne Advisors, an accounting and tax strategy firm that helps business owners improve cash flow, reduce taxes, and build long-term wealth.
Emily does an excellent job of breaking down financial concepts in a way that's practical and easy to understand, even if accounting feels completely outside your comfort zone.
In this episode, you'll learn:
The difference between a profit and loss statement and a balance sheet, and why both matter
Why revenue and profit don't always translate into cash in the bank
Common cash leaks that may be quietly draining money from your practice
How to calculate the true profitability of a service after accounting for overhead
When an S-corp election may make sense for acupuncturists
Why tax planning should happen throughout the year instead of only at tax time
How to use your financial reports to make better business decisions
Whether you're a solo practitioner or managing a growing team, this conversation will help you better understand your numbers and make more confident decisions about the future of your practice.
Mentioned in This Episode:
Website: ThorneAdvisors.com
Instagram: @thorneadvisors
Free Download: 5 Cash Leaks and 5 Missed Tax Deductions that Are Draining Your Business 
💙 This episode is sponsored by Jane, a clinic management software that’s here to make practice life a little easier.
Ready to get started? Use the code ACUSCHOOL1MO for 1 free month at jane.app.
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Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

AI search tools like ChatGPT and Google AI are changing how patients discover local wellness providers, but what does that actually mean for your acupuncture practice?
In this episode, I’m joined again by website designer Samantha Mabe of Lemon & The Sea to talk about what’s really working right now when it comes to showing up in AI-powered search results. We break down why strong SEO fundamentals still matter, how niche messaging helps both humans and AI understand your expertise, and what you can do right now to strengthen your local online presence without trying to “hack” the algorithm.
We also discuss how AI evaluates trust, expertise, reviews, credentials, and consistency across your website and social platforms, plus why clear messaging matters more than ever.
In this episode:
Why SEO is still the foundation for showing up in AI search results 
How blog posts and conditions pages work together strategically 
What AI tools are actually looking for when recommending local practitioners

Find It Quickly
02:57 - Meet Samantha Mabe
05:06 - SEO Still Matters
10:34 - Blogging for AI Queries
13:18 - Niche Messaging Wins
17:13 - Conditions Pages vs Blogs
21:06 - Trust Signals and Links
24:57 - Local Listings Consistency
27:47 - Test Your AI Presence
33:25 - Social Proof and Video

Connect with Samantha Mabe
Website: lemonandthesea.com
Instagram: instagram.com/lemonandthesea

💚 This episode is sponsored by Faire Wholesale. 💚
Increase your average per patient income with beautiful retail products that are aligned with your values and your business—without the upfront risk. Faire makes it easy to get started with over 100,000 independent brands and low or no order minimums. 
Even better? You get free returns for 60 days on the first order you place with any brand, so you can feel confident trying out new products online. Try new items in your clinic, and if something doesn’t sell, just send it back for a refund. 
Plus, you can filter by your values—like AAPI-owned, Black-owned, organic, handmade, or not sold on Amazon. 
Increase your income with curated retail offerings today. Click here to learn more about Faire.
Support the show
Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

What if growing your acupuncture practice didn’t have to mean seeing more patients one-on-one every week?
In this episode, I’m joined once again by Dr. Michelle Hamilton—doctor of Chinese medicine, owner of The Zen Den, and creator of Community Acupuncture School—to talk about creative ways acupuncturists can expand beyond the traditional treatment room model.
Michelle shares how she evolved from solo private practice into a thriving hybrid clinic with community acupuncture, infrared sauna, digital courses, events, and multiple income streams. We also talk about why visibility and real-world connection still matter deeply in marketing—even in today’s online world.
If you’ve been craving more freedom, sustainability, creativity, or scalability in your practice, this conversation is packed with ideas you can actually apply.
In this episode:
How Dr. Michelle Hamilton built and evolved her hybrid community acupuncture + private practice model
Why local visibility, in-person events, and relationship-building still work incredibly well for clinic marketing
How to identify your ideal patients and meet them where they already spend time
Find It Quickly
03:24 - Meet Michelle
08:42 - Beyond the treatment room
10:17 - Hybrid clinic origin story
11:16 - Digital products and courses
14:09 - What to teach and sell
16:52 - Pricing and value
23:32 - Events that sell out
26:34 - Turning foot traffic into leads
27:28 - Clinic Event Curiosity
29:32 - Discount Cards Strategy
31:45 - Guerrilla Marketing Stories
33:15 - New Location Visibility
35:41 - Find Your Patient Circles
38:50 - Stepping Back Clinically
41:48 - Marketing Origin Story
45:15 - Promoting Associates
48:44 - Redefining Success
Mentioned in this episode:
61: Community Acupuncture School with Michelle Hamilton
84: Scaling a Hybrid Community Acupuncture Practice to $500k with Michelle Hamilton
108: Making Community Acupuncture Financially Sustainable Without Burnout with Michelle Hamilton
Snack Size Marketing Club: michellegrasek.com/snacksize
Connect with Dr. Michelle Hamilton
Website: drmichellehamilton.com
Instagram: instagram.com/dr_michellehamilton

💙 This episode is sponsored by Jane, a clinic management software that's here to make practice life a little easier.
Ready to get started? Use the code ACUSCHOOL1MO for 1 free month. Try Jane >>
Support the show
Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

Join me in Wellness Marketing School Live!
Learn more and save your seat: https://michellegrasek.com/wellness-marketing-school-live/
An 8-week, small-group Zoom program where you’ll build a clear, effective marketing system for your unique practice to become the go-to practitioner in your community (with real-time guidance and support).
Limited to 20 practitioners • Begins May 8th • Enrollment closes May 7th
Email me with questions! That's what I'm here for: michelle@michellegrasek.com
I would absolutely love to work with you - hope to see you inside!
Support the show
Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

Join me for this free training! 
The Full-Schedule Marketing Audit for Wellness Practitioners:
Date/Time: Tuesday, May 5th at 12:00 pm Eastern Time
Register to Save Your Seat: https://michellegrasek.com/audit
Replay will be available for everyone who registers. 
I'd love to see you there.
Support the show
Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.