Acupuncture Marketing School

Today I'm joined by Dr. Amy Abelar, founder of Acupuncture Practice Systems and the owner of a thriving multidisciplinary clinic with 24 employees. 
Amy has built an incredible practice over the past 18 years, and in this conversation she shares the journey from starting as a massage therapist to growing a large acupuncture business with systems, team members, and strong leadership.
In this first part of our conversation, we talk about:
What it really looked like to grow her practice, including while she was in acupuncture school (!)
How creating systems became the key to scaling
When she knew it was time to hire additional providers
What marketing worked well for her in growing her practice
An overlooked marketing strategy that can dramatically increase patient retention and referrals
If you've ever wondered how larger practices are built or how to help your current patients get more value from the care you already provide, I think you're going to get a lot out of this conversation.
This is part one of a two-part interview with Dr. Amy Abelar, so be sure to come back next week for the second half.
Mentioned in this Episode (Show Notes):
Acupuncture Practice Systems
YouTube: @AcupuncturePracticeSystems
Instagram: @AcupuncturePracticeSystems
Marketing Breakthrough Audit with Michelle
💙 Today's episode is sponsored by Jane, an EMR for health and wellness professionals, and the software that I use at my practice.
Ready to get started? Use code ACUSCHOOL1MO for 1 free month with Jane. Book a free demo here.
Register here for Jane's What’s New This Summer Webinar (free).
💖 Love the podcast? Help other acupuncturists find the podcast by leaving a review.
Support the show
Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

My guest today is Bryan Fikes of Bonsai Marketing. Brian has been working in search marketing since the early days of the internet, and in this episode we explore how local businesses can stay visible as Google search and AI continue to evolve.
Today we talk about:
Why your Google Business Profile may be the fastest place to get results for your efforts 
How to balance short-term strategies like Google Ads with long-term investments in SEO.
The role AI is playing in local search, and why answering your patients' questions has never been more important.
Simple DIY marketing tasks you can do each week that can make a real difference, even if you don't have a huge budget.
If you've been wondering where to focus your marketing efforts right now, this conversation is packed with practical advice. Hope you enjoy this episode with Bryan!
Show Notes:
Website: BonsaiMarketingCompany.com
Get your free marketing audit with Bryan
YouTube: @BonsaiMarketingCompany
Instagram: @BonsaiMarketingCompany
Marketing Breakthrough Audit with Michelle
💙 Today's 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.
  💖 Love the podcast? Help other acupuncturists find the podcast by leaving a review.
Support the show
Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

Stop Chasing Algorithms and Start Answering Questions: Great Advice in the Digital Age
Welcome back. Today I’m joined by returning guest Kali Edwards, founder of June Mango Design, a branding and website design studio that specializes in helping wellness professionals create strategic brands and websites that attract their ideal patients.
Kali has worked with many acupuncturists and other healthcare providers, and in this conversation we’re digging into what’s actually working in clinic marketing right now.
In this episode we talk about:
How AI search is changing SEO and what clinic owners should focus on instead of chasing algorithms
Why blogs still matter and how to choose topics your patients are already searching for
The connection between branding, trust, and attracting the right patients
How to use the questions your ideal patients are asking at 2 a.m. and turn them into effective marketing content
Why networking, visibility, and genuine human connection are becoming more valuable in an increasingly digital world
Hope you enjoy today's episode with Kali.
💚 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. Use my code AMS10 to save an extra 10% on your first order if you order more than $400.

Mentioned in This Episode:
Website: JuneMango.com
Instagram: @junemangostudio
Support the show
Curious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

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.
Subscribe to the Acupuncture Marketing School podcast on Apple Podcasts or Spotify
 💖 Love the podcast? Help other acupuncturists find the podcast by leaving a review here.
Support the show
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.