Acupuncture Marketing School

Hosted by Michelle Grasek, MS, L.Ac.

Business Entrepreneurship Health FitnessInterviews guests

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Episodes

136

Latest episode

Sep 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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60 recent

September 29, 2026Episode 13637 min

136 | How to Make Meta Ads Work for Your Acupuncture Practice with Jen Peterson

Have you thought about running Facebook or Instagram ads for your acupuncture or chiropractic practice? If you’ve ever opened Meta Ads Manager and immediately felt overwhelmed, this episode is for you. Today I’m talking with Jen Peterson, founder of Slay Social, about how wellness providers can use organic social media and paid ads together to reach more of the right people, without spending all day creating content. Jen has a really practical approach to marketing, and we get into: How much you should be prepared to spend on Meta ads if you want to give them a real chance to become profitable Why Meta ads and Google ads reach potential patients at very different points in their decision-making process How Jen uses awareness ads and retargeting together instead of expecting one ad to do all the work What your Instagram profile should look like before you spend a dollar on ads, including the three posts Jen recommends pinning What to look for when hiring someone to manage your ads, especially if you’ve been burned in the past Jen shares so much great behind the scenes info on making your ads effective. Let’s dive in! Show Notes: Jen's website: slaysocialwithjen.com Free Strategy Call with Jen Free Social Media Audit from Jen Instagram: @slaysocialwithjen Facebook: @slaysocialwithjen 💚 Today’s episode is sponsored by Faire Wholesale. Last year, I interviewed some acupuncturists who suggested that I might be able to pay my clinic rent from retail sales, and I immediately thought, WOW, I want to try that. So I started experimenting with retail in my own acupuncture practice using Faire, and last year we brought in just over $4,000 in retail sales . My goal is still to see if we can eventually pay our clinic rent with retail alone. We’re not selling expensive products. We don’t have a sales pitch. People buy while they’re waiting for their appointment, or at checkout. Some of our bestsellers are $5 notebooks, magnetic bookmarks, stickers, earrings, and more. Faire makes it really easy to experiment because many brands have low first-order minimums, plus free returns for 60 days on your first order with each brand. I’ve also written blog posts sharing the exact products that are selling in my clinic , so I’ll link those in the show notes along with my Faire link. And if you’re new to Faire, use code AMS10 for 10% off your first order over $400. You absolutely don’t have to spend $400 to get started. Most people start under $100. But that code is there is you need it. Check out Faire Wholesale here. Support the show Curious about Acupuncture Marketing School , the online course for marketing beginners? Join me inside! Click here to learn more.

September 15, 2026Episode 13533 min

135 | TikTok for Acupuncturists: How to Reach More Local Patients with Britt Cunningham

Today I’m talking with Britt Cunningham, founder of Brit Social Media, about whether TikTok actually is worth your time as a local, brick-and-mortar business. Britt works with service-based businesses, including acupuncturists and other wellness entrepreneurs, to manage their social media strategy and content. The last time she was on the podcast, we talked mostly about Instagram, but she mentioned that TikTok has some unique advantages when it comes to reaching a local audience. That caught my attention, and since then, I’ve actually started experimenting with TikTok for my own acupuncture practice. In this episode, we talk about: Why TikTok may be better than Instagram in terms of getting your content in front of people who actually live near your practice How to repurpose the Reels you’re already creating for Instagram, instead of making new content What to post, how often to post, and what kinds of content are working well for acupuncturists and wellness practices right now How to start showing up on video when you’re uncomfortable on camera, including an easy way to begin with B-roll We also talk about why you probably don’t need to spend nearly as much time writing TikTok captions as you do Instagram captions, which I personally consider excellent news. Hope you enjoy this episode with Britt! SHOW NOTES: Britt's Website: Britt Social Media Instagram @brittsocialmedia TikTok @brittsocialmedia YouTube @brittsocialmedia Michelle's Marketing Breakthrough Audit 🩵 Today's episode is brought to you by Jane, an EMR for health and wellness professionals, and the software I use at my practice. 🩵 One of my favorite things about Jane is their genuinely excellent customer support. If you have a question, you can call, email, or live chat with a real person, even on Saturdays, at no extra cost. And I can tell you from experience, their support team is incredibly kind, patient, and actually happy to help. If you’re ready to learn more and get a free demo, head to jane.app/explore , and use my code ACUSCHOOL1MO for a one-month grace period on your new account. 💖 Love the podcast? Help other acupuncturists find the podcast by leaving a review. Michelle's Free Ten-Minute Marketing Guide for Wellness Professionals: Exactly how I'd market my practice if I only had ten minute a week - Download Here Support the show Curious about Acupuncture Marketing School , the online course for marketing beginners? Join me inside! Click here to learn more.

September 1, 2026Episode 13439 min

134 | AI Watermarks, Authenticity & Using AI With Integrity with Sarah Cook

Today I’m talking with Sarah Cook, a copywriter and former naturopathic doctor who helps health and wellness practitioners create marketing that sounds like them, without burning themselves out in the process. And we’re diving into a conversation that is on everyone’s minds in the past few weeks, including: The recent panic over AI watermarks , including what’s happening with Claude, what these watermarks actually mean, and whether to change the way you’re using AI in your marketing. How to decide where your own line is with AI , based on your values, your audience, and what feels aligned with your integrity, instead of simply following what everyone else says you should or shouldn’t do. Why Sarah doesn’t recommend completely automating your content creation , and how too much automation can strip away the specificity and personality that make your marketing effective. A practical example of using AI to make marketing dramatically easier while still keeping the ideas, stories, expertise, and perspective genuinely yours. This is a really thoughtful, practical conversation about finding the place where AI supports your marketing without replacing you in it. Show Notes: Sarah's Free Download Sarah's website: wellnesswriter.com Instagram: @sarahcook.wellnesswriter Michelle's Marketing Breakthrough Audit 💚 Today’s episode is sponsored by Faire Wholesale. Last year, I interviewed some acupuncturists who told me they were making enough money from retail to pay their clinic rent, and I immediately thought, WOW, I want to try that. So I started experimenting with retail in my own acupuncture practice using Faire, and last year we brought in just over $4,000 in retail sales . My goal is still to see if we can eventually pay our clinic rent with retail alone. We’re not selling expensive products. We don’t have a sales pitch. People buy while they’re waiting for their appointment, or at checkout. Some of our bestsellers are $5 notebooks, magnetic bookmarks, stickers, earrings, and cute hair claws. Faire makes it really easy to experiment because many brands have low first-order minimums, plus free returns for 60 days on your first order with each brand. I’ve also written blog posts sharing the exact products that are selling in my clinic right now , so I’ll link those in the show notes along with my Faire link. And if you’re new to Faire, use code AMS10 for 10% off your first order over $400. You absolutely don’t have to spend $400 to get started. Most people start under $100. But that code is there is you need it. Check out Faire Wholesale here. Support the show Curious about Acupuncture Marketing School , the online course for marketing beginners? Join me inside! Click here to learn more.

August 26, 2026Episode 13346 min

133 | How to Use PR to Get Found by AI and Attract More Acupuncture Patients with Larissa Banting

Today I’m talking with Larissa Banting, an accredited publicist who helps entrepreneurs use publicity to build credibility, authority, and visibility online. One of the biggest concepts we talk about today is how PR is becoming increasingly important as people use AI for search. Because AI doesn’t just decide that someone is an expert. It has to get that information from somewhere. It’s looking for signals across the internet that tell it who you are, what you’re an expert in, and whether other credible sources recognize you as an authority. That means media exposure can do something really important beyond simply putting your practice in front of a new audience. It can create the third-party credibility signals that help AI understand that you are an expert in your niche, so it can rank you higher and recommend you more often. In this episode, Larissa shares: What these AI credibility signals actually look like How PR, podcast interviews, media features, press releases, and YouTube can help establish your expertise online. A surprisingly accessible strategy involving press releases What actually counts as newsworthy for an acupuncture practice Where you can distribute a press release, what it costs, and how often Larissa recommends doing it. How to start getting publicity even if you don’t think you’re “expert enough” yet What journalists and podcast hosts are actually looking for Why you don’t need to have written a book, decades of experience, or a huge practice before you start pitching yourself. I hope you really take Larissa’s advice and run with it to make your practice easier to find as AI changes the way people search online. Mentioned in This Episode/Show Notes: Larissa's Free AI Audit: Findable or Forgettable Website: www.larissabanting.com Instagram: @larissa_banting Michelle's Marketing Breakthrough Audit 💙 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.

August 11, 202627 min

132 | How to Get More Acupuncture Referrals from MDs and Other Healthcare Providers with Amy Abelar | Part 2

Welcome back! Today I'm joined again by Amy Abelar from Acupuncture Practice Systems for part two of her previous episode. If you want to build stronger referral relationships with other healthcare providers this episode is for you. Amy has spent 18 years growing a thriving multi-provider practice, and she shares practical strategies for creating referral partnerships that are genuine, mutually beneficial, and lead to long-term growth. And I think you’ll appreciate that she approaches these relationships from a place of service. In this episode, we discuss: • Why you must track where every new patient is coming from • How to build referral relationships with OBGYNs, chiropractors, fertility clinics, and other healthcare providers • The biggest mistake practitioners make when networking, and what to do instead • Creative ways to get past the front desk and start meaningful conversations with busy medical offices There are so many practical gems packed into this conversation with Amy. I hope it's helpful! Mentioned in This Episode (Show Notes): Acupuncture Practice Systems YouTube: @AcupuncturePracticeSystems Instagram: @AcupuncturePracticeSystems Acu-Hub.com: Virtual Reception and Virtual Assistant Services for Acupuncturists Marketing Breakthrough Audit with Michelle 💛 Today's Episode is Sponsored by AcuHub: AcuHub provides remote reception and virtual assistant services specifically for acupuncture practices. I use AcuHub in my practice and I absolutely love it. With AcuHub, you can rely on a dedicated US-based, highly trained receptionist to answer your incoming calls and inquiries, schedule appointments on your EHR software, onboard new patients, and answer questions specific to your practice. Acu-Hub can also help with eligibility checks, billing, email and other assigned tasks that improve practice efficiency. They offer month-to-month services with no contracts or termination fees, with rates between just $5-$8 per hour depending on your practice size. Save time and money with your own dedicated Acuhub receptionist. Visit Acu-hub.com to learn more. And of course, if you have questions about AcuHub, you’re always welcome to email me about my experience at michelle@michellegrasek.com . 💖 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.

July 29, 2026Episode 13129 min

131 | Building a Multidisciplinary Practice with 24 Employees with Amy Abelar | Part 1

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.

July 14, 2026Episode 13023 min

130 | Google Business Profile and AI: What You Need to Know with Bryan Fikes

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.

June 23, 2026Episode 12938 min

129 | The Return of Human-Centered Marketing with Kali Edwards

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.

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 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.

May 26, 202642 min

127 | How to Optimize Your Acupuncture Practice to 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 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.