Acupuncture Marketing School

Hosted by Michelle Grasek, MS, L.Ac.

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128

Latest episode

Jun 2026

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EN-US

About the show

Ready to build a thriving, meaningful business? Learn how to market your acupuncture practice with confidence, serve more patients, and increase your income. Hosted by Michelle Grasek, practicing acupuncturist and marketing coach, this podcast delivers practical marketing ideas to help you increase your visibility in your community and change more lives with the incredible power of acupuncture. Visit michellegrasek.com for free marketing checklists and workbooks, and follow Michelle on Instagram @michellegrasek for even more marketing insights and ideas.

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June 9, 2026Episode 12834 min

128 | The Hidden Cash Leaks in Your Acupuncture Practice with Emily Bowie

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 matterWhy revenue and profit don't always translate into cash in the bankCommon cash leaks that may be quietly draining money from your practiceHow to calculate the true profitability of a service after accounting for overheadWhen an S-corp election may make sense for acupuncturistsWhy tax planning should happen throughout the year instead of only at tax timeHow to use your financial reports to make better business decisionsWhether 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.comInstagram: @thorneadvisorsFree 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 showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

May 26, 202642 min

127 | How to Optimize Your Acupuncture Practice Show Up in AI Search Results with Samantha Mabe

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 practitionersFind It Quickly02:57 - Meet Samantha Mabe05:06 - SEO Still Matters10:34 - Blogging for AI Queries13:18 - Niche Messaging Wins17:13 - Conditions Pages vs Blogs21:06 - Trust Signals and Links24:57 - Local Listings Consistency27:47 - Test Your AI Presence33:25 - Social Proof and VideoConnect with Samantha MabeWebsite: lemonandthesea.comInstagram: 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 showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

May 12, 202652 min

126 | How Acupuncturists Can Scale Their Practice Beyond 1:1 Treatments with Dr. Michelle Hamilton

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 modelWhy local visibility, in-person events, and relationship-building still work incredibly well for clinic marketingHow to identify your ideal patients and meet them where they already spend timeFind It Quickly03:24 - Meet Michelle08:42 - Beyond the treatment room10:17 - Hybrid clinic origin story11:16 - Digital products and courses14:09 - What to teach and sell16:52 - Pricing and value23:32 - Events that sell out26:34 - Turning foot traffic into leads27:28 - Clinic Event Curiosity29:32 - Discount Cards Strategy31:45 - Guerrilla Marketing Stories33:15 - New Location Visibility35:41 - Find Your Patient Circles38:50 - Stepping Back Clinically41:48 - Marketing Origin Story45:15 - Promoting Associates48:44 - Redefining SuccessMentioned in this episode:61: Community Acupuncture School with Michelle Hamilton84: Scaling a Hybrid Community Acupuncture Practice to $500k with Michelle Hamilton108: Making Community Acupuncture Financially Sustainable Without Burnout with Michelle HamiltonSnack Size Marketing Club: michellegrasek.com/snacksizeConnect with Dr. Michelle HamiltonWebsite: drmichellehamilton.comInstagram: 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 showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

April 28, 202649 min

125 | Why Your Acupuncture Instagram Isn’t Converting More Patients (And What Actually Works) with Molly Cahill

If your Instagram is full of helpful content but not bringing in patients, this episode might completely shift how you think about marketing.In today’s conversation, I sit down with Instagram strategist Molly Cahill to unpack what is actually working right now to attract patients—without chasing trends or burning out on content creation. We dive into the foundational strategies that consistently bring in bookings week after week, especially for acupuncturists and healthcare practitioners who don’t want to feel “salesy” online.Molly shares how to simplify your content, connect more deeply with your ideal patient, and use Instagram in a way that feels aligned with your work.In this Episode:Why most acupuncture content doesn’t convert—and what to do insteadSimple, repeatable content formats that save time and work betterHow “invisible engagement” leads to real bookings (even without likes or comments)Find It Quickly02:46 - Meet Molly 04:59 - What Still Works on Instagram07:40 - Why Education Posts Fail10:42 - Reels Formula and B Roll15:07 - Invisible Engagement Explained16:03 - Authority Hooks That Convert19:47 - Proof and Implementation Wins21:15 - Getting Patients on Camera25:15 - Easy B-Roll Alternatives25:51 - Model Calls and Pro Photos26:44 - DIY B-Roll Planning27:29 - Ask the Right Patients29:28 - Retention Over Acquisition31:03 - Train the Algorithm33:37 - Reposts and Email Scripts34:56 - Fill Gaps With Availability37:21 - Direct Offers Work Fast40:27 - Status Bubble Hack43:58 - Anchor Back to Your WhyMentioned in this episode:Holistic Marketing Simplified Podcast: mollycahill.com/podcastHolistic Marketing Hub: $200 off with discount code “AMS”: tck0d5a3nkz.krtra.com/t/SJo0V7c9yBoQInstagram: instagram.com/mollyacahillWebsite: mollycahill.com💚 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 showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

April 14, 202624 min

124 | How Acupuncturists Can Communicate & Build Trust With Curious Patients with Nicole Bergstrom

If you’ve ever felt like patients are so close to booking, but just don’t take that final step, this episode is going to change how you think about your marketing and communication.Today, I’m joined by ghostwriter Nicole Bergstrom, who specializes in helping acupuncturists communicate more effectively with patients who are curious yet still hesitant. We dive into how the right words, the right structure, and the right messaging can gently guide someone from “maybe” to “yes.”In this conversation, I share how we can meet patients where they are—especially when they’re skeptical, overwhelmed, or unsure what acupuncture even really is.In this Episode:Why patients stay stuck in curiosity (and what actually moves them forward)How to simplify your messaging so it builds trust instead of confusionHow email funnels can answer patient questions and lead naturally to bookingsFind It Quickly02:45 - Meet Nicole Bergstrom03:30 - How She Became A Ghostwriter05:18 - Why Acupuncture Patients Hesitate09:02 - Writing To Overcome Skepticism11:28 - Investment Not A Cost14:49 - Simple Language Builds Trust16:57 - Email Funnels And Newsletters19:46 - Seven Day Funnel Strategy💙 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.Support the showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

March 31, 202622 min

123 | The Marketing Balance That Brings More Patients to Your Acupuncture Practice (Even If You're an Introvert)

If your marketing feels like it’s plateaued, it doesn’t mean your strategy is broken—it might just be out of balance.In this episode, I’m sharing a simple but powerful way to inject new energy into your marketing by shifting your focus for your acupuncture practice. I walk through why digital marketing and in-person visibility work best together (not separately), and how you can start showing up in your community in a way that feels doable—even if you’re an introvert.I also share real examples from my own acupuncture clinic and coaching clients so you can see exactly how this plays out in real life.In this Episode:Why your marketing might feel “stuck” even if you’re doing everything rightHow balancing digital and in-person visibility creates momentumSimple, introvert-friendly ways to build trust and referrals in your communityFind It Quickly02:32 - Digital Versus In Person04:50 - Ecosystem Balance Boost06:07 - Introvert Visibility Wins08:17 - Networking That Compounds13:17 - Beyond Mixer Events14:23 - Community Groups And Clubs15:34 - Talks That Convert18:26 - One Meeting Builds Trust20:19 - Three Month Action Plan💚 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 showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

March 17, 202634 min

122 | How Acupuncturists Can Turn Social Media Followers Into Booked Patients with Britt Cunningham

Most acupuncturists think they need to post more on social media to get patients. In reality, the problem usually isn’t consistency—it’s specificity.In this episode, I sit down with social media strategist Britt Cunningham, founder of Britt Social Media, to talk about why so many acupuncture clinic owners feel stuck posting content that only their current patients see. Britt and her team help clinics across the country turn social media visibility into real leads and booked appointments, and she shares exactly what’s working right now on platforms like Instagram and TikTok.We talk about the biggest mistakes practitioners make when creating content, why general “wellness” posts rarely work, and how speaking directly to a specific problem can dramatically increase engagement and patient inquiries.If you’ve ever felt like you’re posting constantly but not actually reaching new people, this conversation will give you a completely different way to think about your social media strategy. If you want social media to actually bring patients into your clinic, this episode is packed with practical insight.In this episode:Why vague wellness content rarely attracts new patientsHow specificity helps your posts reach the right audienceWhat kinds of content actually stop the scroll on Instagram and TikTokFind It Quickly2:59 - Meet Britt Cunningham4:22 - VA vs Social Media Pro7:10 - Why Branding Comes First9:11 - Acupuncturist Instagram Tips13:16 - Specific Symptoms and Niching17:21 - Too General vs. Specific Content18:27 - Sponsor Break and Return19:13 - Face or No Face19:59 - Show the Experience21:19 - Trust for Acupuncture22:59 - Needles on Camera24:40 - Know Your Audience25:03 - Engagement That Works28:25 - Community Manager Mindset31:01 - Success and TikTokConnect with BrittWork with Britt: brittsocialmedia.my.canva.site/workwithusInstagram: instagram.com/brittsocialmediaYoutube: youtube.com/@brittanicunningham💙 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.Support the showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

March 3, 202619 min

121 | Increase Your Revenue By Adding Retail to Your Acupuncture Clinic (A Faire Wholesale Review)

What if you could bring in a few thousand dollars (or more) a year in extra income without adding more appointments or burning yourself out?In this episode, I’m sharing one of my favorite hidden revenue streams for acupuncture clinics: retail. Last year, my clinic brought in just over $4,000 in retail sales without using any kind of sales pitch or buying a ton of inventory that we couldn't afford.I break down exactly how I got started, what sold surprisingly well, how I kept everything aligned with our clinic brand and values, and why I chose to use Faire Wholesale to make the process low-risk and easy.In this episode:Why retail can increase your revenue without increasing your scheduleHow to choose products your patients will actually buyThe specific strategies we use to sell without ever feeling “salesy”Find It Quickly00:35 - The Hidden Revenue Stream: Why Retail Works for Acupuncture Clinics02:54 - How Faire Wholesale Got Me Started (Low-Risk Retail Experiment)04:49 - 6 Reasons to Add Retail (Better Follow-Through, Brand Fit & More)08:33 - Breaking Down the $4,043 Retail Year + What Actually Sold11:02 - Why I Chose Faire: Filters, Boutique Brands, Low Minimums & Net 6013:55 - What to Stock: My Product Criteria & Price Points15:00 - Sell Without Feeling Salesy: Placement, Signage, Checkout & Seasonality💚 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 showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

February 17, 202637 min

120 | Hiring the Right Marketing Help for Your Acupuncture Practice with Deanna Martin

Are you stuck wondering whether you need a virtual assistant or a full-blown marketing strategist? You're not alone.I sat down with Deanna Martin, founder of Patrona Virtual Solutions, who specializes in helping wellness providers build marketing systems that actually make sense and attract patients consistently.Listen in as we explore the hiring opportunities you have, which is right for you, and how to approach your marketing plan!In this episode:The difference between a VA, a marketing assistant, and a strategist.How collaboration-based marketing is a powerful secret weapon for brick-and-mortar businesses.Why authenticity and connection are your marketing superpowers.Find It Quickly00:34 - Meet Deanna Martin01:04 - Understanding Marketing Roles: VA, Assistant, and Strategist01:43 - Sponsor Message: Fair Wholesale02:33 - Deanna's Journey: From Teaching to Marketing Strategy06:42 - The Importance of Authentic Marketing11:42 - Clarifying Marketing Roles and Responsibilities17:21 - Overcoming Hesitations with Virtual Assistance19:09 - Sponsor Message: Fair Wholesale19:45 - Core Marketing Foundations for Established Businesses20:40 - The Importance of Branding and SOPs20:51 - Identifying Your Dream Client22:08 - Utilizing Project Management Tools24:03 - Collaborating with Local Businesses25:25 - Networking and Word of Mouth Strategies28:13 - Balancing Digital and In-Person Marketing29:04 - Networking Tips for Introverts30:10 - The Value of Business Friendships33:15 - Overcoming Marketing Rejections34:46 - Defining Success and Work-Life Balance36:02 - Where to Find and Connect with DeannaConnect with DeannaWebsite: patronavirtualsolutions.comInstagram: instagram.com/patrona_vsTask & Time Freebie: patronavirtualsolutions.myflodesk.com/tasktimeauditfreebie💚 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 showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.

February 3, 202640 min

119 | Stop Getting in Your Own Way: How Self-Trust Can Grow Your Acupuncture Business with Vicky Shilling

Most of us in health and wellness are equipped with talent and passion — but not enough belief in ourselves.We often have the skills to run our practice, yet the action to do it all never comes. Vicky Shilling joins us in today's episode to dive into why self‑trust is the real missing piece in your marketing and practice growth. As The Trust Yourself Business Coach, Vicky has coached countless health and wellness practitioners who know the strategy, but still can’t take action because of self‑doubt and imposter syndrome.If your inner voice is constantly asking “Who am I to show up?” or “No one will pay for this,” this episode is for you. You’ll learn why you don’t need another strategy, how to recognize when you’re stuck in a “learning loop,” and how to collect evidence that it’s safe to be visible in your community.In this episode:Vicky's TRUST method for working with that inner voice with curiosity and compassionSmall experiments help retrain your brain toward confidenceYou can’t out‑strategy self‑doubt—you must work with itFind It Quickly:00:35 - The Power of Self-Trust in Business00:56 - Meet Vicky Shilling01:26 - Understanding Self-Doubt and Imposter Syndrome01:39 - Strategies to Overcome Self-Doubt02:35 - Sponsor Message: Jane Practice Management Software04:23 - Interview with Vicky Shilling Begins04:38 - Vicky's Journey and Expertise08:12 - The Importance of Mindset in Business10:31 - Vicky's Trust Method Explained15:04 - Overcoming Fear and Finding Evidence17:47 - Real-Life Examples and Client Success Stories19:46 - Facing Fears and Taking Action22:23 - Overcoming the Fear of Criticism23:28 - Handling Disappointment in Business25:00 - Dealing with Online Trolls28:24 -Embracing Your Unique Perspective33:20 - The Never-Ending Journey of Self-DevelopmentConnect with Vicky:Website: vickyshilling.comBook: vickyshilling.com/bookSelf-Trust Lab Assistant: subscribepage.io/lab-assistantSupport the showCurious about Acupuncture Marketing School, the online course for marketing beginners? Join me inside! Click here to learn more.