In this thought-provoking episode of the Rocket Chiro Podcast, Jerry Kennedy welcomes returning guest Shaq Smith for an unstructured but incredibly relevant conversation about a cultural shift in healthcare trust—especially among Gen Z—and what that means for chiropractors moving forward.
Together, they unpack a global study by Edelman shared via Axios that reveals rising distrust in the medical establishment, and how younger generations are increasingly turning to social media, family, and AI instead of doctors for healthcare advice.
This episode is not about fear or doom. It’s about opportunity. Jerry and Shaq discuss how chiropractors can thrive in this new environment—by becoming approachable, authentic, and collaborative. If you want to know how to build real trust in a skeptical world, this episode is for you.
Topics Covered
Breakdown of the Edelman Study
- 16,000 adults surveyed across 16 countries
- Trust in traditional medical advice is plummeting
- Gen Z (ages 18–34) showed the sharpest decline in trust
- People now turn to friends, family, social media, and AI tools like ChatGPT for guidance
Why This Matters for Chiropractors
- Many chiropractors misinterpret this shift as negative
- Jerry argues it’s actually a massive opportunity
- People are more open than ever to alternative care
- But they’re also more skeptical and cautious
Key Insights for Chiropractors
- Approachability Over Authority
- Don’t try to act like a hospital or medical institution
- Be authentic, human, and real
- Patients are drawn to approachable, relatable personalities—especially online
- Be a Trusted Peer, Not Just a Provider
- The age of “the man in the white coat” is fading
- Trust is built through transparency, consistency, and care
- Shaq shares real-world examples from social media and ad performance
- Collaborative Decision-Making is Crucial
- Chiropractic is a participation sport
- Patients don’t want to be told what to do—they want to be heard
- Jerry shares the idea of “unburdening yourself” from outcomes, while still leading responsibly
- Office Design, Language, and Branding
- Your tone, attire, and environment matter more than ever
- Don’t fake it. Be yourself—but be your best self
- Your online persona should match the in-office experience
- Retention Through Relationship
- True retention isn’t just about visit numbers
- It’s about maintaining a long-term doctor-patient relationship
- “If they’re going to see a chiropractor five times in the next 20 years—make sure it’s you.”
Practical Takeaways
- Be visible and real online—smile in your photos, show personality in your videos
- Ditch manipulative sales tactics—people will bolt if they sense even a whiff of deception
- Use AI tools to enhance patient understanding, not replace your role
- Build trust over time—especially with younger patients who are used to doing their own research
- Engage in local Facebook groups or community platforms to stay involved without relying solely on ads
About the Guest
Shaq Smith is a marketing and social media strategist who specializes in helping chiropractors create content and ads that convert. Known for his sharp insights and practical advice, Shaq brings a younger generational perspective to the conversation—especially relevant for understanding Gen Z patient behavior.
Final Thoughts
This episode challenges chiropractors to stop chasing mainstream status and start leaning into what makes them different. Trust isn’t dead—it’s just shifting. And chiropractors who embrace approachability, authenticity, and patient participation will thrive in this new era.
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