Clinics That Miss This Won’t Scale with Dr. Zaino

Host Jennifer Gligoric welcomes Dr. Chris Zaino—world-renowned speaker, bestselling author, relentless entrepreneur, IFBB pro bodybuilder, and visionary clinic owner—to the Super Clinic Project Podcast. Dr. Zaino shares his journey from battling a deadly disease in his twenties to building one of the world’s largest wellness clinics. He dives deep into evolving from insurance dependency to cash-pay, the power of patient education, and the mindset shifts required to lead a thriving, value-driven practice. This episode is a masterclass in leadership, resilience, and embracing the fundamentals that drive long-term clinic success.

Evolving from Insurance to Cash-Pay

• Dr. Zaino’s transition from insurance-based to all-cash practice, including the fears, bold price increases, and the necessity of creating a patient experience worth paying for.


• Commoditization in healthcare: Why racing to the bottom on price destroys value—and how education and experience set you apart.

The Power of Patient Education & Doctor-Doctor Relationships

• Moving from a “doctor-patient” to a “doctor-doctor” relationship—empowering patients to take ownership of their health.


• Education builds trust, confidence, and patient retention, making price less of an objection.

Making the Decision & Leading with Certainty

• The importance of decisiveness: Results and staff buy-in come only after a clear, committed decision from the clinic owner.


• Leadership starts at the top—your certainty and commitment set the tone for your entire team.

Overcoming Fear & Building Resilience

• Reframing fear as misplaced faith; courage is the bridge to confidence and certainty.


• Practical coaching and role-play are essential for overcoming objections and building a high-conversion sales process.

Mastering the Fundamentals & Avoiding Shiny Objects

• Success comes from doing the basics—over and over, with intention and excellence (the “Michelin Star” approach).


• Don’t chase new tactics before perfecting your core systems; track key metrics like referrals, reviews, and lifetime patient value.

The Value of Coaching & Continuous Improvement

• Even top performers need coaches to spot blind spots, stay accountable, and keep improving.


• Practice, role-play, and data-driven adjustments are non-negotiable for sustained growth.

• Commit Fully: Don’t “try” cash-pay—decide and go all in. Clarity at the top creates clarity and confidence throughout your team.


• Raise Your Value: Increase prices and deliver an experience that justifies it through education, empowerment, and unique patient journeys.


• Pre-frame Objections: Address insurance, money, and spouse objections early in the consult, not at the close.


• Practice Like a Pro: Role-play your scripts and sales process with the same intensity as a professional athlete—perfect practice makes perfect.


• Track What Matters: Measure referrals, reviews, retention, and maintenance care—let data guide your improvements.


• Invest in Coaching: Don’t go it alone; seek out coaches and mentors to keep you accountable and evolving.


• Stick to the Fundamentals: Master the basics—don’t get distracted by shiny objects or new tactics until your core systems are dialed in.

“Education and value are everything. Empower your patients and they’ll trust you—and pay for the experience.” — Dr. Chris Zaino

“Courage is the bridge to confidence and certainty. Move forward, even if you’re scared.” — Dr. Chris Zaino

“Success is the ability to do the mundane, over and over, with excellence.” — Dr. Chris Zaino

“Practice doesn’t make perfect—perfect practice makes perfect.” — Dr. Chris Zaino

Connect with Dr. Chris Zaino:

Instagram: @DrZaino

• Program: clinicsuperpower.com (for elevating your clinic’s uniqueness and vision)

Super Clinic Project Free Skool:

• Bonus content and resources at superclinicproject.com

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Questions or want a personal intro? Visit superclinicproject.com and click on Jennifer’s picture.

Dr. Chris Zaino is a world-renowned speaker, bestselling author, IFBB pro bodybuilder, and visionary behind one of the world’s largest wellness clinics. His leadership, relentless focus on fundamentals, and passion for patient empowerment have inspired thousands of clinic owners to evolve, grow, and lead with certainty.