Marketing for Chiropractic Tech | Dwayne Hoskins from Titronics

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us out on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Dwayne from Titronics, Sales and Marketing Director there at Titronics Features and Development. How are you doing today, Dwayne?

Dwayne Hoskins: Doing freaking good, Ernesto, thanks for having me.

Ernesto: It’s great to have you on. Well, Dwayne, let’s kick it off. Let’s learn a little bit more about Titronics. In your own words, give us a little bit more.

Dwayne: Well, Titronics is a company focused on manufacturing assessment tools for the chiropractic profession. Specifically, it’s thermography, which is taking temperature measurements and comparing the results. You’d have to understand chiropractic philosophy for me to go much further, but basically, it’s a tool for chiropractors to determine what we’re addressing in the office.

Ernesto: Definitely important. What would you say is the key issue you solve for clients?

Dwayne: Our key issue is whether to adjust or not. If there’s no vertebral subluxation present in the client, there’s nothing for a chiropractor to address. We’re one of those tools. You have X-rays, introduced to the profession in 1915, and then you have chiropractic thermography, patented in 1924 and 1926. This is the second technology in the profession that lets us see and determine if the spine is pressing on the nervous system.

We provide up-to-the-second data on whether the nervous system is being affected. If there’s a bone out of place causing neuro interference, chiropractors can decide whether to deliver the adjustment and complete the visit. It’s a key component for chiropractors to deliver on their promise.

Ernesto: Definitely important. I mean, it sounds much more precise than just guessing or assuming someone needs an adjustment.

Dwayne: Exactly. When you’re dealing with the body’s control system—the brain, brain stem, and spinal cord—you’ve got to be accurate. Mistakes can have serious consequences.

Ernesto: Absolutely. I’m assuming gravity alone puts enough stress on the body that many people end up needing adjustments.

Dwayne: Definitely. Our bodies are designed to adapt to stresses, but when the support and protection mechanisms aren’t functioning properly, it compromises our health and adaptability. Chiropractic care should be a core part of everyone’s wellness plan. What sets chiropractic apart is that it’s not part of traditional medicine. It’s a completely separate profession with distinct licensing. It’s about releasing the nervous system to do its job—letting the body function as it was meant to.

Ernesto: Makes sense. So, would your ideal ICP be chiropractors exclusively?

Dwayne: That’s correct. Our business is solely focused on chiropractors. Historically, chiropractic practices have been solo operations. Franchises and associateships have only started gaining traction in the last 10–15 years. When Titronics was founded, it was unheard of to have more than a couple of doctors in one office. We’re a small company, and that makes it easier to directly serve individual practitioners.

Ernesto: Perfect. How would chiropractors usually find out about Titronics? Do you have a top acquisition channel?

Dwayne: Most chiropractors learn about us through their technique training. Chiropractic has over 150 techniques, and some require our technology as part of their process. They often learn about us in school clubs, clinics, or seminars where our leadership team or strong advocates present on how our instruments can elevate their practice.

Ernesto: Great. For our listeners who want to check you out, they can visit titronics.com. What role does the website play in client acquisition?

Dwayne: It’s primarily a support hub for our customers—a repository for decades of information. The site houses resources like drivers, support tickets, and opportunities to schedule Zoom conferences. It’s more of a library and landing spot than a marketing tool.

Ernesto: Awesome. Let’s switch gears a bit, Dwayne, and talk about you as a leader. What are some key tasks you focus on as Marketing Director at Titronics?

Dwayne: Most of my day involves staying connected with our key technique partners, ensuring they’re updated on the latest analytics and refreshed on the basics of thermography. My main focus this year is strengthening relationships with chiropractic schools and helping integrate thermography into their curriculums. It’s about ensuring this vital part of the profession becomes more widely utilized.

Ernesto: That’s fantastic. How do you stay updated on trends and strategies in marketing?

Dwayne: With my multiple roles—practitioner, Marketing Director, CEO of an EHR company, and Executive Director for a state association—I rely heavily on my network and team to keep me informed. My CTO, for example, helps me stay up-to-date on website and social media marketing best practices. It’s all about finding a balance between cost-effectiveness and quality.

Ernesto: Great insight. Let’s move on to our rapid-fire round. Ready?

Dwayne: Absolutely.

Ernesto: First, what’s the last book you read?

Dwayne: I’m currently reading Lead by Paul David Tripp. It’s focused on leadership in Christian communities but offers timeless wisdom applicable across all areas of life.

Ernesto: Fantastic. If there were no boundaries in technology, what’s one thing you’d want fixed for your role as a marketer?

Dwayne: I’d love to see more collaboration and openness within professions. Sharing revolutionary tools or ideas—like AI’s ability to synthesize complex data—could elevate everyone’s game without diminishing individual strengths.

Ernesto: Agreed. What’s one repetitive task you’d automate?

Dwayne: Slapping chiropractors doing the wrong thing! But seriously, I’d automate anything that lets chiropractors focus more on patient care and less on admin work.

Ernesto: Fair enough. Lastly, what advice would you give your younger self as a marketer?

Dwayne: Understand that marketing and sales are different but interconnected. Dive into Seth Godin’s teachings early—his insights on connecting with people and building awareness are invaluable.

Ernesto: Amazing advice. As we wrap up, if someone forgets everything else from this interview, what’s the one thing they should remember about Titronics?

Dwayne: Titronics helps chiropractors do their best work by determining if subluxation is present. It’s about enabling full expression of who we are, free from interference. That’s life-changing.

Ernesto: Incredible. Dwayne, thank you so much for joining us today. And to our listeners, thank you for tuning in. I’m looking forward to our next episode on Pathmonk Presents. Thanks a lot, Dwayne.

Dwayne: Thanks, Ernesto!