Jo McKee: My guest today watched her parents' business fail, not because they didn't work hard enough, but because nobody knew they existed. So then she built her own practice and did the exact opposite. Dr. Anna Di welcome to The Jo Show.

Dr Anna Di: Thanks for having me.

Jo McKee: Your parents came to the US as immigrants. Your mother worked in a garment factory and your father was a waiter and a chef. Is that correct?

Dr Anna Di: Yep, yep, exactly.

Jo McKee: you were growing up, what did you absorb about work and money just from watching them?

Dr Anna Di: ⁓ from watching them it was basically, you know the time you put in the labor you put in is the dollars that you get out of it, right ⁓ So they were working very like laborious jobs where it's just like, you know You go to work you get a certain amount and then you come back and you know you save up ⁓ ⁓ The reason why my parents ended up, ⁓ you know opening up a gift shop which ultimately didn't really work out was because actually ⁓ one of ⁓ aunts opened up her own gift shop and me and my siblings thought that was so cool that they like own so much stuff in the gift shop. So then we encouraged our parents to like open up their own gift shop. So they opened up their own gift shop out in Ridgewood, Queens. And, ⁓ you know, they were there seven days a week, like nine to 8pm, like seven days a week, and just working really, really hard. At the end of the day, ⁓ the amount of business they got was just kind of correlated to luck and the weather and whether or not people were able to find stuff in the pharmacy next door, the big chain pharmacy next door or not, right? So ⁓ a lot of the times ⁓ they wouldn't even really make rent or anything, right? So it was pretty tough to see that they... weren't in control over their marketing. So by the time I opened up my own business, they also didn't really have any advice other than to put ads on the newspapers, which was very antiquated.

Jo McKee: Yeah, yeah, that's true. I remember the newspaper ads days back in high school. So a lot of people I see just think that if they work hard, you know, that they'll succeed, that they can't possibly fail. But you've had firsthand experience that that's actually not the case. It's pretty devastating as a kid, I imagine, watching your parents go through that.

Dr Anna Di: You like we we don't really know ⁓ even to this day, like the the numbers or the struggles that led them to decide that, OK, this this is enough. This is ⁓ not making us anything. ⁓ but were like ⁓ you know how how sometimes it's hard to like work really hard and then like not really see results from it and it can be kind of really disenchanting. However, I do think that working very, hard is good at the beginning of a business because when I started my chiropractic business, it was actually in the middle of COVID. ⁓ That's because that was like the best deals that you could get. I actually subleased from a physical therapist office. I kind of cold messaged like different physical therapists on LinkedIn being like, hey, you got space, you know? And ⁓ I basically quit my job an associate chiropractor. And then ⁓ I subleased from a physical And then I just kind of, you know, asked them, I was like, how, ⁓ what, are your hours? And were like, well, we've got, you know, two physical therapists here and our hours are 7 a.m. until like 7 30 p.m. Monday through Friday almost and then I was like, okay, I'll be here. I'll be here like Monday to Friday 7 to 7 to 7 30 right? Why not? And I'll be on Saturdays as well. Right? So by doing that, I learned that I could run very, very hard on the hamster wheel, right? That by making myself purely available and working hard, I'll always know in the future if whatever reason my business like struggles or something, I know I could run back on the hamster wheel all over again. So there is a value in working hard at the beginning so you know that you have a safety net because you can always rely on ⁓ number one, which is yourself.

Jo McKee: That's a really important point, isn't it? It's the create your own luck mindset. point did you decide to invest in paid marketing?

Dr Anna Di: ⁓ so ⁓ at some point, so basically the marketing that I did has actually primarily been on Instagram, just kind ⁓ of like experimenting, seeing if like, hey, if I put some money into these ads, will there be people who actually show up, right? ⁓ So I guess I probably started to sponsor ads maybe like a year into it. because that's when I started to have my own, I hired an associate and she didn't have as many reviews as I did. So in order to kind of like plump up her schedule, I needed to make sure more people knew about the business. know, with me, I'm just like, I could sit around as long as I'm here for like six days a week, like these crazy hours, people will show up, right? But I started running ads relatively like pretty early. I knew that I didn't want to run a chiropractic ad have somebody watch the ad and think, I need to book for my local chiropractor. Instead, I knew I had to make my ad remarkable enough that somebody watches my ads, even if they already had a chiropractor that they regularly go to. And they're like, wow, this is remarkable. This isn't just somebody getting their neck cracked ⁓ and you know, and that's it, right? Instead, it's somebody who looks like they have their life together. And I mean the patient, right? A patient that looks like they have their life together, ⁓ going, you know, at a beautiful office space and they themselves are getting a very relaxing treatment, right? And that looks like no other chiropractic visit I've ever seen before. And I envision myself as this person, right? I'm gonna come to this place because this person has your life together. I want my life together. So what you'll see from my videos that I put out, it's always, have you ever read up Building a Story Brand by, what is it, Donald Miller? Donald Miller. I love, he changed my life. Any listeners need to go listen to him. Well, listen to his audio books read his audio book. It basically says that the patient or the client is the hero of the story.

Jo McKee: Yes.

Dr Anna Di: You want people to not think of yourself, the provider as the hero of the story, but rather, you know, paint a timeline of how this person who could be you is going to be better if you went. Right. So we don't want to learn about, we don't want to learn about knee problems. We don't want to learn about the spine. We don't want to learn about surgeries. We just want to see a happy person enjoying themselves. Right. So anyway, I started, ⁓ what I did was I, paid a videographer to come and then ⁓ give me all of his raw footage, right? I was like, don't bother editing them. I know how to edit videos. I know the story that I want. So just give me all of the raw footage. So he gives me all of the raw footage. And of course, I paid for like Craigslist models and people on Facebook to sign that they were okay with getting filmed, not using. actual patients, not using actual clients, right? Because I knew I was gonna use these images everywhere. ⁓ And since then, it's just been ⁓ using these raw footage, turning them into short form video ads, making each one specific to one person's journey on their visit, putting very cool music in the background, okay? And here's a tip for a lot of people, which I don't know, it's kind of like, it's kind of a gray area for Instagram. But if you use music that's remixed, Instagram usually doesn't take it down, right? But it's still like a familiar tune that people like. So that's a big tip. ⁓ and you get a lot of people commenting, asking, what is this song? Which drives engagement. So that's my tip. So that's my tips with my videos.

Jo McKee: You're totally nailing it on so many aspects that I want to stop and just emphasize because I think it's really important for listeners. First of all, making your potential customer the hero of the story. And ⁓ Seth Godin frames it really neatly of like people like us do things like this. If they can see themselves doing this, you've got them, you know, they can imagine their future. and definitely setting up. who you're targeting with the quality of what you did with the footage and the environment and the music. All of that is brilliant. ⁓ Differentiating yourself, not leading with the logic because we like to be entertained first and imagine things first. Then we back up our decision with logic. So not going in with here's how I crack your spine is brilliant. Just nailing it on every front. I love it.

Dr Anna Di: Yeah, I see a lot of like mistakes that other chiropractors make that or or even physical therapists or other service providers make right that like ⁓ I just think ⁓ man I wish I could tell them like you're doing it completely wrong and I could like give some examples of that so for example ⁓ there's this one chiropractor ⁓ who on his website there's like a video at the at the beginning of the website right And that video is basically like follows almost like first person behind the chiropractor. This is a very famous chiropractor, by the way. I'm not gonna name his name, but it follows behind him and he's going from room to room. One room he's putting on a hot pack on the patient. The next room he's ⁓ showing a patient their x-ray. And then the next room he's doing an adjustment, right? And it's not sped up or anything. He's trying to show people, look, I'm doing all of this. You know, I do all of this stuff for people, right? But at the end of the day, the question becomes, who are you trying to market to? Are you trying to be a chow proctor marketing to other chow proctors that you could be this busy? Or are you trying to market for patients to come to your office? Because if a patient went on your website and saw this video, they're going to think, ⁓ this chow proctor seeing multiple patients at once. Right. He's not giving me an individual attention. I don't want to go to the front of the mill power practice. Right. So, so that's, that's why it's so important to, to not make yourself the hero of the story, which was essentially what he was doing. So the second one was actually a you know, a video that physical therapist friend showed me she was like really excited to show me a video she paid, you know, videographer for to advertise her clinic. So the video begins, okay. The video begins with ⁓ just like this, the street corner sign of like, Fifth Avenue and 14th Street, right? So it's just like three seconds of Fifth Avenue and 14th Street, right? And we've already lost interest here, right? Like people don't have that type of attention span, like, but anyway, and then it's behind somebody as they're walking down the street and opening up the doors to the front, to, yeah, you're already like shaking your head, right? Opening up the doors to the front reception, right? And even then, the patient still has no idea, the customer still has no idea what this business is, right? And then they see a friendly reception lady wave at them, hi. And then the patient walks back to the back of the gym where somebody is just doing a very boring resistance band exercise, right? And then I was like, wow, how anti-climactic, right? Yeah, you made that face. Like anybody watching this video, number one, there was no hook to this. There was no video. I mean, there was no words or saying at the beginning telling you I'm about to take you on this journey and this is what you could expect, right? It was just basically, you know, somebody walking and traveling to somewhere uneventful, right? Very, very boring, right? When instead you could say like at the beginning, ⁓ I've, ⁓ my life completely changed. as I went to this place or something, right? So then you're like, okay, I'll follow along with this. But even then, ⁓ my God, never make a video of like signs and somebody walking in through your front door, right? So basically with ads, have to cut straight to the point, right? People have very, very short attention spans, cut straight to the point, tell people at the beginning what they could expect for the rest of the video. What I love to do is just have like, you know, even just like ⁓ three words at the beginning, which doesn't finish a sentence. So you have to watch the rest of the video in order to finish it. Right. For example, one of mine that's targeted for men goes, something like arrive as a king, be treated like ⁓ something and then be remembered as a gentleman. arrive as king, be treated like ⁓ something and then be remembered as a gentleman. right so those were like three different things right so so it was enough to to have somebody be like ⁓ arrive as a king and then like the second part and then finish off you know be remembered as a gentleman and it's like ⁓ okay you know i i want to feel this way i i see where this is going this was a satisfactory video but anyway like

Jo McKee: away you called out again your ideal client somebody who's already confident arrive as a king you know you didn't you didn't somebody out who's curled up in the corner and feeling like a miserable failure and needs an alignment to their life out well done

Dr Anna Di: Exactly. If you're a king, you're going to watch this, right? And then see what you end up as because you're going to end up even better than what you started at. You know, instead of like, I'm at the corner of Fifth Avenue and 14th Street, I'm going to end up downtown. what, you know, who knows where that video could have left.

Jo McKee: And not just the right type of client in appreciating the work that you do, because obviously chiropractic still feels a bit niche to some and you do need to sort of hook the people in who will go with it. But by saying arrive as a king, you're already filtering out people who will have cost objectives as well if they don't value it enough and think that there's enough worth in chiropractic. You you don't have to have that argument. you've just... You've just with what like a cat swatting away, know, ⁓ silly toy, you've just swatted away that objection with that first line. It's very good. A lot business owners hear you know, "Invest in your business" and intellectually they're nodding their heads. But when somebody says, okay, you're probably going to need to start by spending ⁓ four $5,000 a month. ⁓ They recoil. ⁓ Something in their gut just freaks out. know, what do you think's happening in their heart and mind in that moment?

Dr Anna Di: I'm so excited for you to ask me this. So the thing is when people spend money on their business, sometimes they think of it as money out of their own pocket, right? Or they connect it to their own historical relationship with money, right? So let's say your parents like took a whole day to make $50. Let's say your grandma used to go to the diner and only get like a ham and cheese for like $2 to try to like save money, right? And then go home and drink like, you know, very cheap stuff. Like basically a lot of people connect money towards their historical relation, whether it was that their parents were frugal or they were frugal. or that they worked a minimum wage job in the past. So they think that they know the value of a dollar and they're not willing to let go of it. When in reality, what I think people need to imagine is they need to imagine their business kind of like a temple, a self-sustaining temple that needs money in order to ⁓ keep recruiting. what I think people need to imagine is they need to imagine their business kind of like a temple, ⁓ a self-sustaining temple that needs money ⁓ in order to ⁓ recruiting. you know, more people to believe in it and for it to stay afloat. ⁓ And when it comes to that, like we as business owners, right, as employees of that temple need to think of ourselves as like monks of this temple. And if the temple is requiring money, then we can't think of it as, no, this is money out of my own pocket. It's instead the temple generated this money and the temple is asking for for money back and you just simply have to be the middle man that just delivers to the temple what it needs, right? You cannot think, oh, it needs $2,000 for this. Oh, but it used to take me two summers to make $2,000 when I worked that summer job at the mall, right? No, instead you have to give the business what it needs and not have any connection to it because sometimes when you do that, you start to discover, wait a minute, this is... And I heard this from a YouTube video from Alex Hormozzi. He goes, this is an infinite money generating, like money printing machine, right? I put in $1 in and I end up getting $5 back, right? So it's, you have to actually put money in in order to generate money back out, right? But of course you have to be responsible with like scaling that, right? And like realizing what stuff works and what stuff doesn't. And because some things, are actually relatively pretty easy to see results from. And for example, with Instagram ads, right? At least with me, I could see results from it. Sometimes it's not results right away. You have to realize that some things are for more like brand awareness, right? Raising your brand authority. You're getting followers from Instagram, whatever. But then ⁓ there are other businesses that you, I mean, there are other outlets that you spend money on that might end up being a waste, right? That might just be, a total drag that might be so much friction. For example, I recently tried to use LinkedIn and I spent a lot of money on LinkedIn. ⁓ And I did hire somebody to try to figure out LinkedIn for me, but it still felt like we weren't getting results from LinkedIn, right? So basically LinkedIn was just this like, I imagine it as like, if there's like a little gauge of like, know, is this making my business go to like, or is this barely moving the needle and I'm putting so much effort, so much fire to the flame trying to move it, right? When at the end of the day, if I just put fire into the flame for Instagram, it just moves so much easier, right? So that's the thing. If you're putting money into something and it seems like it's not working, it might just be, this is not for you, right? Try something else, put money in something else. You don't have to be literally. everywhere. You don't have to be on people's TV and in their mailbox and, you know, in their hands. If you can master one platform and there's no friction, then hooray, you've, you you've got your infinite money generating machine.

Jo McKee: That's right. There's two things here. think you can test organically by repurposing for every platform and see if something takes and then you can go, okay, there's a, there's we'll sniff that a bit more, you know? ⁓ and that doesn't sort of cost a lot in the way of ad budget. ⁓ the other thing I think a lot of business owners don't think enough about the lifetime value of their customer and don't really know how to calculate that. So they'll look at an ad campaign and say, it costs me this much in ad spend to get this appointment. And they might say, well, "That's you know, 50 % of my fee" or whatever it turns out to be the percentage and conclude that that's not worthwhile. But what they're not doing is thinking, well, if they're providing what that client needs and they come back for years or whatever the timeframe is that they generally stay for and calculating that into the equation, then you're talking infinite money printing machine, you know, and you can start to build a more robust system around that. As far as Instagram ads, how do you do things like client retention? How do you look after that?

Dr Anna Di: ⁓ So when it comes to Instagram ads, the nice thing about it is that when I run an Instagram ad, if somebody's not ready to book like right now, they'll just like follow you and that kind of like bookmarks you, right? So if they happen to look up Kyle Proctor on their search engine again, you'll be the first one that pops up because you're someone that they follow already, right? So. Another nice thing about people constantly bookmarking you, even if there's a whole bunch of people who aren't ready to see you, is that when somebody follows you, then when their friend comes to your profile, they'll see that their friend follows you already. So they kind of assume maybe this person's been there already, right? Like they might not ask them, hey, did you go here? What was your experience like? Right. But if they notice that like, two or three of their friends already follow you, it just raises your brand authority so much. So that's another reason why I like Instagram so much, right? Because this doesn't happen with LinkedIn. LinkedIn, like people don't really follow a company that they saw an ad for, or they don't really like, you know, care too much about... ⁓ their connections opinions as much as their friends opinions, right? ⁓ So, and this is also the difference of having ⁓ ad connect to a website, right? Because if somebody's ad connects to a website, they're like, ⁓ whoa, whoa, I wasn't willing to go that far yet. I wanted to take a look at your profile. Going to the website is too soon for me, right? I'm out, I'm gonna click X, right? So when somebody sees my LinkedIn, I mean, my Instagram ad, it's nice because even if they don't book right now, they have raised my credibility, right? If they followed me or if they share, like if they share something or if they commented on something, it just continues to raise the credibility of my actual profile to get more organic reach. And then of course, right? ⁓ It's not just new patients that are going to see these ads, right? There might be some existing patients of mine who maybe came in for like two visits two years ago who sees the ad and then they're reminded, ⁓ yeah, I gotta go back to this place, right? So it's not only something fortunately for my business that brings in new patients, but existing patients are actually even more valuable because you know that they already have come. You know, but yeah, that's why I really like using Instagram and those ads.

Jo McKee: working really well. There plenty of horror stories around about people who have built big audiences on a social media platform and relied completely on it and then their account was taken down for some reason. ⁓ The vagaries of the policy gods. What would you do? Do you have a backup plan if something happens to your Instagram account?

Dr Anna Di: If something happens to my Instagram account, so honestly, would just like, it's totally fine to just restart it all over again. You know what I mean? Actually, if my Instagram account got like totally deleted, then I could focus more on actually like improving my algorithm more by literally posting more often, right? The ⁓ amount of relative my account age right now, it's not enough to really skyrocket the algorithm to have me be shown to all of my followers. So if I could just ⁓ literally start over, ⁓ like, I mean, thing is I could technically. I could technically because there are some businesses that have like, ⁓ I guess like subsidiary accounts that are like backup accounts or ⁓ or accounts that have posts that they feel is a little bit too off ⁓ from their main accounts that they open up like a side account that's like with like different content. So it's honestly never too, you know, I guess if push comes to shove and I had to create another account, don't think there'd be really any problems with that.

Jo McKee: I love the way you attacked that immediately just went no problem. You do a lot of TV and podcasts as well. And ⁓ how big a part of your customer acquisition do you think that plays compared to the organic work on Instagram that you do?

Dr Anna Di: That is a great question. Cause a lot of people think that if you're on TV, when people see you on TV, you're, you know, the phone must go off the hook. Right. And people are like, you know, Oh my God, you've been on your, you're in New York city. You're on multiple channels. Right. So you're on channel two, you're on channel five, you're on channel 11, eight times already, by the way, this is true. This is all. actual channels I've been on. And people just imagine that the five-minute segment of you being on it, people have their phones out and they're ready to book for you immediately. And even your publicist and even the channel will give you like an estimated value based on how many viewers were watching of how valuable that runtime was. And they're going to say, Oh, this was like worth like $20,000 for like a commercial if they wanted to spend, you know, 30, like, you know, like this is like $20,000 worth of like time because you were on TV for like four, four minutes, right? So anywho, I'm really building this up to make it seem as though I've gotten a lot of patients from this, right? When in reality, in reality, the number of patients that actually book immediately I'm really building this up to make it seem as though I've gotten a lot of patients from this, right? When in reality, in reality, the number of patients that actually book immediately after or even within like a few hours of me coming off air, I would say after or even within like a few hours of me coming off air, I would say it's not really anything. It's not really anything. it's not really anything. It's not really anything. Yeah. Yeah.

Jo McKee: ⁓ email. way I see that sort PR is for like authority on your website so that when people from Instagram go to your site they go ⁓ my goodness she must know what she's talking about because she's done this.

Dr Anna Di: Absolutely. But you don't necessarily really need authority from TV, right? Actually with me, I just kind of do it because it's kind of, it's fun, right? And I have found that I do have a little bit of a budget to be able to pay a publicist to get me on TV, because that's also another question people have. People think that like, ⁓ wow, these news stations are reaching out to you. Wow, you must be such a great chow practice because these news stations are reaching out to you and they're having you come multiple times. Wow. Right. Well, like, how do you do it? Who are you messaging from the news station? Right. And it's like behind the scenes, I have a publicist who has lots of connections, who's constantly pitching me over and over and over and constantly hearing crickets back until she finally is able to land something for me. Right. So So that's the thing. A lot of people, a lot of like my friends are like, ⁓ my God, you're on TV. How do I get on TV? And it's like, you have to pay a publicist on retainer and it's not gonna be guaranteed that you're gonna be on TV neither. Like you could have months where you're not on TV and you could be on TV, then realize that, but then people realize that you're not media trained enough. ⁓ So when it comes to using, like, you know, television media, interviews, podcasts and stuff like that. I will say that it just helps build brand authority and you and one should not expect any patients coming from that in particular, but rather just use it to make your business seem like, you know, seem like it has more authority if that's what the patient's looking for. If that's what's gonna set you apart.

Jo McKee: definitely the way I see, ⁓ long form podcast with content too. You know, the value is maybe not so much in initial episode, but it's in the clipping and the small highlights that get people's attention to build that ecosystem over the longterm. If you were thinking about a business person who's Who thinks, I know I need to start marketing my business properly, you know, just at that stage, but I've got 5,000 things to do this week and just feeling a bit overloaded. What would you tell them is the one thing that they should do right now?

Dr Anna Di: Everybody's business is different, right? Some people could say am completely of mouth or whatever, right? But in reality, ⁓ it's like you ⁓ are word of mouth because ⁓ you've made available for people book for you. And you've done good work, and that is your marketing, where you've convinced people to refer people or something. I guess, let's see, one thing that people don't pay enough attention to, I think, might be Google My Business Profile, if I had to choose one thing. ⁓ Some people have had business for like years, but then their Google My Business profile just looks like, are they even open? What are their hours? Right? Not even a website attached to it. Nothing, right? They might have an Instagram, have a website, but then it's their business, their Google My Business profile just looks like ⁓ a warehouse. It's just like people aren't even sure of what you're trying to sell there, right? When in reality, it's so easy to just make sure that that's set up, make sure your websites on it, make sure you get a couple of reviews on it, ⁓ make sure that you have some photos on it. ⁓ And ⁓ there are so many additional small little things you could do with Google My Business profile that that raises your business credibility more. But and that could take you like literally an hour or two, very, very easy. And I think people don't utilize that enough.

Jo McKee: It's an essential starting point, even for e-commerce brands that I manage. If they don't have a Google My Business profile, I make sure they set one up anyway, even if they're completely online. It's very important. I tend to want to stick it on their about page, update it weekly actually. But my partner's always complaining when he wants to buy parts for our boat or something that, you know, he's looking around on Google and the businesses aren't even listed. And then he finds out that... that there was a metal fabrication place two blocks away and he gets very upset. You know, they weren't even there. So it is very, very good advice. Thanks for that. I like it. What would your parents be most surprised by when they look at what you've built now?

Dr Anna Di: ⁓ I think they would be surprised that ⁓ I don't know if high school me ⁓ could have, even high school me could have envisioned that I would have built something like this, right? But the things that happened when I was younger in high school, junior high school, college, all the things that might seem like it was stuff that was holding me back actually helped prepare me for who I am today, which might be very surprising to my family, to my parents, considering my grades sucked. I was in front of the computer like 24 seven playing games all day instead of like doing homework instead of like, you know, making sure my test scores were good. But all the things that I was doing in the meantime, I had no idea would help me in the long run. For example, the games I was playing, I ended up making fan pages for those games, which helped me learn how to code websites to build my own website. The guy that I was dating in college was a musician, but I, you know, helped take pictures. I saw him. do like music videos. I, you know, and I saw what it took to make a good like videography, let you know, have good videography skills, right? And so, and so, so many things in the past, you know, as you're growing up, you might think that that's not going to help you so much, but then it winds up helping you so much. ⁓ and another thing is that like some of the games that I like to play were like, like, ⁓ tycoons kind of games, which are if people don't know what a tycoon game is, it's basically, hey, once you have enough money for an upgrade, you got to buy the upgrade immediately. And that's the only way you can make more money for the next upgrade. So that was another way that I learned ⁓ to build a business like this, right? The coding, the videography, the... the photography editing skills, the business acumen of disconnecting money towards like, you how you feel about it, but instead of what your business needs, like led me to build this business. And though my parents didn't see that, you know, happening in the background, right? All of a sudden I, you know, started this business and it just, you know, grew so much because Like ⁓ have ⁓ too much aversion to risk.

Jo McKee: Nobody could have taken that footage and edited it like you did to what you could see in mind. And I think that is just absolute gold. next for Unity? Where are you to take it?

Dr Anna Di: ⁓ Next for Unity is ⁓ we are about to... So the next thing for Unity is actually that we are going to move our office to a larger office, right? And it might seem like, ⁓ great, you are doing an upgrade because you have enough now, when in reality it's more, ⁓ no, my current office. the landlord sold it and they're going to demolish the office and now I am forced to move to a space. And if I'm forced to move to a space, it better be a better space. So that's the next thing for Unity. We are now, you know, literally, as you were saying at the beginning of the podcast, you're like, what would you do if you literally like lost everything and then you are forced to start over, right? Some people might think of it as ⁓ man, like literally imagining myself in 2020 when I opened up business, how the struggle of like reopening the business, but no, instead now it is 2026 and I am about to open ⁓ a version two of my business with all of my knowledge that I had in the past six years of business. So I could start off fresh, but. Prestiged as in now I'm starting off with a higher playing field. Right? So that's what's next for Unity. Just we are ⁓ moving to a new office. We're going to ⁓ experiment with ⁓ now being in the same office as a gynecologist, well, in the same building as a gynecologist, as a pain management doctor, just experimenting with referrals. So that's something that we hadn't really experimented with. ⁓ But yeah, exciting new things in 2026 for us.

Jo McKee: That is. Where can people connect with you online? What's your Instagram handle?

Dr Anna Di: So our Instagram handle is unitychirowellness. then our website is unitycw.com. You could book online, we take insurance.

Jo McKee: Okay. All the good things. just love your ultimatum. If something's a challenge, you come back with it better be better. Dr. Anna Di, Thank you very much for your time today. I loved it.

Dr Anna Di: Yeah, yeah. Thank you so much for inviting me. I really enjoyed it as well.