How to Make Your Private Practice Website Work for You

The website is the storefront of the 21st century. It shows people right off the bat who you are, what you do, and who you do it for. But what are practical strategies to make sure your website is helping your business? In this week’s blog, let’s talk about how to make your private practice website work for you. 

Why should I care about my private practice website? 

Maybe you have a strong Facebook group for your practice, or thousands of Instagram followers. Maybe you’ve had lots of success with ads, TikTok, or Youtube. Maybe your practice has thrived off of word-of-mouth and referrals. If you’ve had traction with any of these avenues, you may wonder why you should even worry about your website. You’re already getting patients, right?

Think about it this way: your website is yours. TikTok, Instagram, or Facebook could go down tomorrow, and if you’re totally reliant on followers or groups, you’ve lost your audience. Chances of that might be slim, but unless you’re funneling folks to your own site, you’re at the mercy of Zuckerberg. 

Another thing to consider is that wherever you put your content, you’re adding to that business. Posts to instagram add to their content web, not yours. People are reading your words on their platform, liking posts on their feed. 

I’m not saying you shouldn’t post to social media, but that your posts should be strategic. They should funnel people to your website, blog, opt-in list, or landing page. They should be benefiting your business, not just adding to the content chaos. 

Referral clients are great, but they can also often be unpredictable. Relying solely on your existing client network can leave you in a feast-or-famine pattern that isn’t sustainable for the long term. Investing in your own website helps assure you against slow periods, which can happen when word-of-mouth dries up. 

Your website should be the backbone of your marketing. 

Having a strong website to send people to gives your business independence from social media. It also should generate inbound leads so that you’re not depending on erratic word-of-mouth for business. A strong site brings people in, where they can learn more about you and sign up for your services. It showcases your knowledge, skills, and expertise. 

Now that you know why its so important, let’s get into how to make your private practice website work for you.

How to Cater Your Website for Google

You probably know about SEO, or Search Engine Optimization. SEO just means that we’re trying to make Google’s algorithms work for your site. Marketers and copywriters try to guess at what will satisfy Google’s algorithms, but these algorithms are not published and change constantly. 

But did you know that Google actually looks at medical websites differently than others? In March of 2021, John Mueller of Google Switzerland confirmed that medical sites with low expertise and authority were knocked down in search rankings. 

With the plethora of misinformation and low-credibility medical sites out there, this is actually a good thing for real practitioners. It means that there’s less muck medical content on the first page of Google, misinforming consumers about ivermectin treating COVID-19. 

Here’s my take: Medical content should be held to higher standards, because bad medical advice has real negative outcomes for the public. 

It’s great that Google is trying to weed out the bad apples. But you need to be sure your website looks shiny, crisp, and fresh (AKA: a good apple). 

You need to make your credibility unquestionable to show Google that you’re a good source of information. 

Here’s How to Show Google That Your Private Practice is The Real Deal:

A Strong ‘About Me’ page

As a medical practitioner, you’re not just selling your services, you’re selling yourself. People should read this page and think “I want to trust them with my health”.

SEO-wise, your ‘About Me’ page is a tool for building your clout with Google. It’s the place to list your educational background, your licenses and certifications, your professional memberships and previous experience. It’s also a great spot to list your press coverage and speaking edgagements. 

This is not the time to skimp, but it doesn’t have to be essay-length either. 400 words is usually more than enough to show people, and Google, that you’re an authority.

Client Reviews and Testimonials

Social proof is a huge part of how we make decisions, and your website is the time to use it. Peppering your site with glowing testimonials shows Google you’re experienced and trustworthy. This is not the time to be humble! 

If you have trouble asking for patient testimonials, automate the process. In your visit paperwork, ask patients to leave a Google review after their appointment. Some practitioners even offer a small gift card as an incentive to leave reviews when they’re just starting out. These are great ways to jump-start your testimonials bank and build social proof. 

Professional Social Media Engagement

Didn’t she just say that social media isn’t a good long-term lead strategy? 

Yes, yes I did. But it can be a great component of your SEO game if you use it right. 

Here are some practical ways to use social media as a tool for your business:

  • Promote your new products and services to your existing followers by funneling them to a professional landing page on your website
  • Ask questions of your followers to understand what is important to them and create content that meets their needs
  • Post about your weekly blog on LinkedIn or Facebook to drive traffic and improve SEO
  • Follow other medical influencers in your niche for inspiration and content ideas

If you love using social media, I am not here to burst your bubble. It can be a great tool to grow your practice and build an audience. 

But just remember that ‘likes’ don’t fill your calendar up with patients. Your social media activity should serve a purpose for your business, not a platform’s. 

Contact Us 

This is a remarkably simple, yet overlooked piece of medical SEO. I can’t tell you how often I go on a provider’s website, only to find that there’s no way to get in touch with them. 

Listing your contact information at the footer of every page is quick and easy. People shouldn’t have to hunt down your business email or phone number. Plus, it shows Google that you’re trustworthy. 

Google Business Profiles and Local SEO

Google Business is another easy way to become visible in local searches. According to Google, local searches drive 63% of local traffic. This is especially important for medical providers because your clients tend to be local. 

Plus, this gives you access to analytics so you can see what keywords people are using to find you. Use these keywords to create blogs, posts, and webpages to grow your SEO. 

Including your location in your website is also key for local SEO. It’s much easier to rank for “Dietician in Charlotte” than it is for “dietician”. Showing your location helps you show up for people in your area. 

Schedule Valuable Content

Creating a content schedule for your website is the first step to leveling up your practice website. By laying out a plan for blogs, videos, infographics, and more, you’re giving yourself a roadmap for growth. 

These pieces should be valuable for your audience. They should be backed in science, in your experiences as a clinician. Use scholarly sources and trustworthy backlinks to reinforce your authority. Your content should also be optimized for search engines, to make it easy to find. 

Sticking to a schedule shows Google that you’re trustworthy. That you’re going to show up for people again and again. That you have real value to offer for people who come to your site. 

The Essential Functions of a Private Practice Website:

In the last two years we’ve gone more ‘online’ than ever. Even for important decisions, like choosing a physician, we’re going to Google. By building your website with Google in mind, you drive more leads to you and grow your business for the long-term. 

At minimum, your website should: 

  • Show who you are, what you do, where you do it, and who you do it for
  • List and promote your services 
  • Differentiate you from other practitioners in your area
  • Build audience trust by providing value
  • Show people how to contact you

But Here’s the Thing About Updating Your Website. . .

You’re busy!

Practitioners are stretched thinner than ever these days. Expecting yourself to sit down and write a webpage after a long day of seeing patients is a lot. And it’s probably not even the best use of your time.

Being a medical entrepreneur means creating a business around your strengths. The things that light you up. Whether it’s seeing patients get their lives back after battling disease, watching families grow, or helping clients overcome mental illness. You get to create a practice that suits your strengths. And it’s okay if writing is not one of those strengths.

What could be a better use of your time than content creation? You can make your private practice website work for you without actually doing any work yourself.

Hiring a professional medical copywriter can save you time and mental bandwidth that you can give back to your patients, your family, or even yourself.

Curious about what a medial copywriter can do for your practice or medical business? Check out my blog about it.

If you have questions about my services or would like to work together to build the website of your dreams, contact me here:

How Can a Medical Copywriter Help My Private Practice?

Many private practice docs have a big, gaping blindspot in their practice. They can deliver comprehensive physicals, innovative therapies, and deep patient relationships. They’ve got long waiting lists and happy clients. Yet they don’t see how marketing their practice could help them create the future they really want for themselves and their business. In this week’s blog, we’ll answer the question: how can a medical copywriter help my private practice?

A lot of physicians I speak with emphasize “old-fashioned medicine” in their business. They have long patient appointments, they create lasting relationships with families, and they may even go into patient homes. I love this style of medicine, and it’s a model I really believe in. But practicing medicine as an old-fashioned family doctor shouldn’t mean marketing like an old-fashioned doctor. 

Medicine has always been based on trust. Your patients trust you to deliver them the best level of care possible. That’s why building trust in your brand is even more important in private practice medicine. Because you’re not asking your patients to buy your product or services. You’re asking them to trust you with their lives

So first, let’s talk about trust. 

Medical Copywriting for Private Practice Trust-Building

For all brands, building trust is just as important as building your brand image. The two really go hand-in-hand. In small-practice medicine, trust is even more important. You can’t leverage the brand trust of a big hospital, yet your patients need to trust that you can manage their whole health. While you offer personalized care plans, real relationships, and preventative care, a patient will never give your services a chance without the initial trust to get them in the door.

According to a 2017 report, the factors with the greatest influence on patient satisfaction are brand image, sincerity of staff, interactions with physicians, and positive rapport. But without the first thing, they’ll never even experience the rest. Your audience deserves to experience high-quality medicine. By neglecting to build a trustworthy brand, you may be losing great patients. 

But how can medical copywriting help build trust? 

I’m so glad you asked! 

Building trust in medical copywriting means showing health consumers that you care about what they care about: themselves. By making it clear that you’re here for them, you’re also making it clear that you can bring real value to their lives. 

1. Consistency

Medical copywriting can give your brand consistency. By using a readable, approachable tone that is the same across all your content, you help your audience know what to expect from you. It shows who you are and what you care about, day in and day out. Continuing to show up through blogs, newsletters, videos, and web pages shows them you’re serious. 

Big hospital systems are notoriously inconsistent. Long wait times and short visits and  out-of-pocket costs despite insurance. Folks who are tired of being jerked around by these systems come to you for a new standard of care. By showing them your consistency and dedication through your online brand, you display your unique value and commitment.

2. Transparency

Good medical copywriting is clear and concise. It cuts through the jargon and shows your audience you’re meeting them on their level. Modern medical consumers are more savvy than ever before. They expect to be educated on their options. They want to make decisions for themselves and feel empowered to make the right ones. 

If you’re in private practice, your patients are probably coming to you tired of receiving suboptimal care from big hospital systems. They’ve been pushed to make decisions without really understanding their diagnosis. They’re looking for a provider who tells them like it is, who has time to educate them and follow through. By starting off your brand with transparency, you set yourself apart from the crowd and tell them you’re trustworthy.  

3. Honesty

Authenticity isn’t a word you hear a lot in medicine. Because modern medicine is more about efficiency than relationships. But you’re practicing relationship-based medicine, so being honest comes with the territory. In clinical practice, you bring your whole self to your patients because you’re with them for the long haul. This should be true in your medical content as well. 

The best medical content isn’t dry or boring, because it’s injected with your passion and your voice. It’s not some cookie-cutter-Web-MD article. It’s copy that reflects who you are as a doctor, a business owner, and a person. Your honesty and authenticity should shine through in your website and blogs, attracting your ideal patients to you. 

Medical Copywriting for Private Practice Search Engine Optimization

Now that we’ve talked about how you want to build trust we can talk strategy. A medical copywriter can help your practice by capitalizing on SEO. SEO, or Search Engine Optimization, is probably a phrase you’ve heard before. Let’s break down what it means.

Google’s algorithm is always trying to determine which sites are most important for certain searches. It tries to guess this by looking at lots of different things: site traffic, backlinks, pages, page lengths, keywords, reading level, and more. By catering to what Google wants to see, you can make Google work for you by ranking you higher in its results pages. 

SEO is a very different game from Ad marketing. For one, it drives traffic (53%) much more than marketing campaigns (15%). And this makes sense, because people are more savvy about marketing than ever before: 96% of consumers say they don’t trust ads at all. 

The top 3 Google results get half the clicks. According to Moz, the first page of Google gets over 90% of clicks. So you really want to be high on that list. A great medical copywriter can help get you to the first page, or even the first few results, of Google. SEO strategy helps drive qualified leads to your website and boosts your business above the rest. 

So how can medical copywriting get my site on that first page, or even in the top 3 Google results?

Let’s get into a few of the ways medical copywriting ranks you higher in Google:

1. Keyword Research

SEO strategizing means targeting words and phrases that people are searching for, but that there aren’t many good results for. By making content focused on these topics, you not only fill in gaps in knowledge, but you rank more quickly because there’s less competition for those subjects.

Incorporating keywords into your headline, H2s, and throughout your content are ways to tell search engines what your content is about. But Google can see if content is “stuffed” with keywords past the point of readability. A good medical copywriter not only researches the right keywords for your content, they can strategize your headings and keywords frequency to get you the best results from Google. 

2. Content Length and Quality

Google gives more credibility to content that goes in-depth: posts that are at least 1,200 words, and ideally 2,000+. This shows search engines that your piece is more informative than the competition, and it also gives you the chance to really educate your audience on your topic. 

Google gives more credence to content that is readable for the public, and content should be written with audience reading level in mind. For general audiences, a 6th-grade level is ideal, but in the medical niche a 9th-grade level is passable. A good medical copywriter often has a background in medicine, so they can break apart dense medical topics into engaging, readable content for your audience. 

3. Consistency and Formatting

In order to see the powerful long-term benefits of SEO, you need the consistency of posting at least twice a month, and probably more. Google takes time to notice quality SEO, so you should expect at least four to six months before seeing results. Of course, this means making a content schedule (the easy part), and sticking to it (the hard part). 

A lot of practitioners I speak with have this problem: they may enjoy writing and want to write for their practice, but they’re so busy they end up writing a few blogs and then falling off for several months at a time. But without consistency, you could be creating the best content in the world but no one would ever see it. Those few pieces you wrote don’t end up helping you without the follow-through of more content.

Formatting correctly for Google is another important piece of the puzzle. It means properly optimized headlines, H2s, and graphics. Paragraphs should be shorter and consistent in length, phrases should be free of jargon and passive voice, and sentences should be to-the-point. These are just a few of the ways a medical copywriter writes with Google in mind. 

Medical Copywriting to Promote Your Product or Service

At its heart, copywriting is the art of selling through words. Many medical practitioners I speak with squirm at the idea of selling. But I want you to re-frame the idea into showing people how your services can change their lives, make them healthier, and give them peace-of-mind in a chaotic world. By creating copy that emphasizes the benefits of your services, a medical copywriter can help you gain clients who will truly be better from knowing you.

Medical copywriting does not have to be sales-y or slimy. In fact, it really shouldn’t be. Consumers are more savvy about marketing techniques than ever before, and many are turned off by copy that over-promises or pressures them to buy. Medical Copywriting should help sell your services or products using tone that is engaging, truthful, and meaningful. 

What are a few ways a medical copywriter can help generate leads and sales?

1. Market Research

To write for an audience, you need to know who that audience is. Medical copywriters can help your private practice with market research. Copy should speak directly to your specific audience: their pain points, their dreams, their fears. This doesn’t mean exploiting those things, but showing an audience how your services can help alleviate them. 

Some market research comes from you, the practitioner. By thinking about what kind of patients you want to see, who your current patients are, who is subscribing to your mailing list, etc., you can gain insight into the type of person your medical copy should be targeting. 

2. Benefits Over Features

This may seem counter-intuitive, but emphasizing benefits over features is a key way that medical copywriters show what a service can do for your audience. We like to think of ourselves as rational beings, but our emotions dictate a lot more of our lives than we think. By tapping into your audience’s emotions, copywriters help drive them to act. 

Let’s give an example: we’re wanting to sell your SIBO treatment. Instead of writing about how your treatment helps regulate your client’s bowel movements, we’ll emphasize the benefits of that regulation. We could talk about how your clients will be able to enjoy a party without having to go home early from GI upset. Or how your treatment will allow them to eat a full meal with friends without the embarrassment of feeling bloated or nauseous afterwards. 

By showing the benefits of your services, medical copywriting helps communicate how you can help change people’s lives. 

3. Story-Telling

Our SIBO example leads me to another important way that medical copywriting boosts your practice. Since we could speak, storytelling has been a big part of how we communicate and entertain others. Even though we’re writing about medicine, medical copywriting should incorporate storytelling that shows your clients the value of what you do.

There are so many stories you can tell for your practice: what made you want to pursue medicine? What was an early experience with a patient that changed the way you practice? What’s a patient story that shows what you do best? Taking your audience on a journey is a great way to spice up your sales copy, and gives your brand a unique identity. 

Key Takeaways About Medical Copywriting

Obviously I think medical copywriting is pretty cool. Not just for practitioners and practice growth, but for consumers too. Bringing on a professional medical copywriter can help your private practice in ways you probably haven’t imagined.

Regular folks have more access to health information than ever, and I love knowing that the content I wrote has helped people learn more about their bodies. It’s a pretty cool feeling when you can reach thousands, even millions of people through your website. The practitioners I work with get to watch their practice grow while knowing they’re contributing to the democratization of medicine. And that’s pretty amazing. 

Medical copy for sales helps consumers understand what they’re buying. It can connect people with passionate practitioners and life-changing therapies. Good medical copy can bring your obscure treatment or device to the people who need it most. For practitioners, it can help fill their calendar with patients they’re excited to see. 

Incorporating medical copywriting into your brand isn’t a short game. It’s not for people who want a big payout fast. And it’s not for people who aren’t offering a high-quality service. But for business owners who are here for the long-haul, who want to build real lasting relationships with their patients, who want to have an impact on their community, it’s a great way to get there. 

If you’re looking to incorporate medical copywriting into your practice, set up a calendly call with me here, or email me at marie@mariehasty.com

5 Science-Backed Reasons We Need to Prioritize Physicians Sleep

The growing specialty of sleep science has made a lot of people rethink our sleep schedules, and many of us know we should be getting more zzz’s. But for many physicians, the schedules of hospital and outpatient medicine don’t allow for optimum sleep habits. But what effect does this have on performance, patient care, and mental health? In this week’s article, we’ll talk about 5 science-backed reasons we should be prioritizing physician’s sleep. 

We already know the standard wisdom of how to get a good night’s sleep. Aim for 8 hours, create a comfortable routine, ditch the phone and computer, etc. Yet even though these are the practices many physicians recommend for their patients, the average practicing physician’s schedule is not made with sleep in mind. 

According to the American Medical Association, the average physician works an average of 40-60 hours per week. Almost a quarter work between 61 and 80 hours. Many physicians also work on-call, or change shifts between day and night. Resident’s schedules are even worse, often working for days on end with only a few hours between patient calls. It’s time that we think about this scheduling impact not only on patient care, but on physicians as humans who deserve good sleep and quality of life. 

1. Sleep deprivation contributes to physician burnout

Burnout affects one out of every two physicians, as defined by the Maslach Burnout Index. It’s defined as a syndrome of emotional exhaustion, depersonalization, and feelings of low personal accomplishments. Not only can burnout lead to low morale, it’s been shown to double a physician’s risk of being involved in patient safety incidents. 

A 2019 study confirmed the correlation between sleep deprivation and burnout. Researchers linked two causative mechanisms: chronic energy depletion, and the activation of the hypothalamic-pituitary-adrenal axis. The combined fatigue and stress of not getting enough sleep contribute to burnout not only in physicians, but nurses, medical students, and other medical workers. 

Despite the evidence linking sleep deprivation and burnout, few hospitals and medical facilities incorporate sleep hygiene into their staff mental health programsEmployer-sponsored efforts to improve staff sleep could create better lives for staff, yet it may mean a decrease in the bottom line for healthcare systems. 

2. Lack of sleep makes physicians prone to errors

We all have experiences of being tired while driving or performing regular tasks. Your mind wanders, your eyelids sag, and you may have to open the window to keep from falling asleep. For busy physicians, however, this fatigue can lead to medical errors that have serious effects on patient health. What’s disturbing is how much more likely errors are when clinical staff haven’t gotten the sleep they need. 

One recent study published by Becker’s hospital review found that just moderate sleep deprivation made physicians 53% more likely to make a significant medical mistake. For physicians who had even less sleep, that likelihood jumped to 97%. 

A literature review by JAMA Network laments the same conclusion. “Interventions for mitigating sleep-related impairment in physicians are warranted.” It’s time we think about the consequences of being drowsy at the wheel of patient care. 

3. Chronic sleep loss is associated with major health consequences over time

Chronic sleep deprivation, as described by getting less than 7 to 8 hours of sleep per night, has long-term consequences on health. Research has revealed that several body systems are impacted by sleep health, and loss of sleep causes more problems than daytime sleepiness. 

In fact, chronic sleep loss is associated with weight gain, diabetes, cardiovascular disease, anxiety, depression, and increased alcohol dependence. The WhiteHall II study found that getting less than five hours of sleep per night actually doubled the risk of cardiovascular disease. 

In the short term, sleep deprivation is also linked to motor vehicle collisions and mistakes that can lead to serious bodily harm. According to the U.S. National Highway Traffic and Safety Administration estimated that in 2017, 91,000 police-reported crashes were associated with drowsy driving. These accidents led to 50,000 injured people and almost 800 deaths.  

Physicians have a right to good health, just like the rest of us. They shouldn’t have to sacrifice their bodies to care for ours. Now that we know that sleep is so important for short and long-term health, why aren’t we incorporating these findings into medical practice?

4. We owe it to our frontline staff to get good sleep

After working nights myself, I know how sleep can impact quality of life for frontline workers. During the peak waves of COVID, healthcare workers have been asked to take care of more patients while getting less sleep themselves. It is my deeply held belief that we can’t care for others without being given the space to care for ourselves. 

In May of 2021, surveyed healthcare workers reported a nearly universal decrease in sleep quality. One-third reported insomnia, and over half experienced burnout. Some also had sleep disruption because of nightmares and devices. A review published in 2020 confirmed an uptick in sleep disturbances for frontline staff. So not only are frontline workers getting less sleep, they’re getting worse sleep. 

“Unprecedented” times have put real strain on healthcare workers, and have already contributed to a mass exodus from medicine. As we combat this next strain of COVID, I think it’s important to point out that frontline workers are people too. We’re not clinical robots who exist to treat patients. We need time away from work, we need relaxation in an uncertain world, and we need sleep. 

5. Medicine has a culture of brushing off self-care

The culture of “going beyond” in medicine goes further back than COVID. Medical workers have long prided themselves on their dedication and tirelessness in patient care. Their passion for patients comes through in working long hours, doing more with less staff, and going above and beyond to provide the best care possible. This dedication allows hospitals to run despite offering lower wages, less benefits, and lacking support for clinical staff. 

The beginning of the pressure to perform begins before internship and residency. Medical students tend to get less sleep than other majors. This lacking sleep contributes to a decreased sense of quality of life, and leads to depression and anxiety even before any clinical practice. In order to change this culture, we need to start seeing med students, interns, residents, and physicians as people, first. 

I think it’s possible to achieve balance in medicine. As clinical staff, I don’t think we should have to string ourselves along on three hours of sleep to care for patients. I also don’t think compassionate healthcare workers should have to suffer from burnout and long-term health issues because of gruelling schedules. Patients shouldn’t have to pay the consequences of clinician sleep loss through medical errors.  

In theory, many healthcare leaders would agree. Yet we don’t see these values enacted in the structuring of medicine. Even as healthcare workers are called “heroes”, they’re not treated as such by hospital systems. I’m worried about what will happen to medicine when we’ve burned through our compassionate and dedicated clinical staff. 

For now, it seems that the best way to prioritize your own self-care and sleep as a physician is to ditch the healthcare system and forge your own path. This isn’t an option for everyone. Creating your own practice, and your own schedule, can be a terrifying proposition for clinicians. But I think it’s one way to regain control of your life and your practice.


If you’re a practitioner looking to get more sleep by saving time on content creation and marketing, get in touch. I’m passionate about creating quality medical copy, helping practitioners get more patients, create more streams of income, and get their lives back.

Top 5 Passive Income Streams for Holistic Practitioners

If you’re on any social media, you’ve probably been hearing the buzz about passive income. While investing has always been a way for the rich to get richer, it’s becoming more popular for regular people to diversify their earnings. My hunch is that this new hustle culture stems from the mismatch between cost of living and income. Regardless, it’s never been easier to set yourself up to earn money from the couch. In this article, I’ll list the top 5 passive income streams for holistic practitioners. 

You already know about the most popular way to make passive income through financial investments, so I won’t cover that in this piece. Instead, we’ll talk about strategies where you can put in some work on the front end (or pay someone else to) and reap big rewards on the back end. Each of these requires minimal skill, and is a viable way to increase your income without increasing your working hours. So let’s dive in!

1. Create a course for your patients or your peers

The internet has opened up the world of online learning. E-learning has been on a steady rise for the last 20 years, and has grown 900% since 2000. During the COVID-19 pandemic, primary and university students turned to virtual learning when in-person classes were no longer safe. Over the last two years, we’ve all seen the potential to learn from educators across the globe, on our own time. 

Private online courses typically cost less than university classes. They usually teach skills rather than academic subjects. And they’re typically very tailored to an audience. Say, a course tailored to health coaches who are looking to grow their business. There are even courses out there on how to create your own course! Course-ception anyone?

Creating your own course might sound overwhelming, but you’ve already done most of the work. You’ve put in the clinical hours, passed the certification exams, and you know the human body. Now you just have to decide who you want to teach. 

Choosing a specific audience is your first step in course creation, because it not only guides the information you include but who you market your course to once it’s created. Think about your audience now, and who you want to help most. Is it your patients? Other practitioners? People wanting to become practitioners? 

Next you can choose a tool to create your own course, like this one or this one. You can spend hours writing your course yourself, or you can hire someone to do it for you, like me!

Creating your own course is not only a great way to earn passive income down the line, but it also can position you to be an expert in the field you teach. Many course creators end up with branching streams of income from coaching, consulting, speaking engagements, and more. Think of where you’d like to be in 5 years, both financially and professionally. Creating your own course could be a big brick in the foundation of your future. 

2. Membership-based services

Membership-based health services aren’t limited to Direct Primary Care. Any practitioner can create a subscription service that grows their audience, strengthens their authority, and earns them passive income. There’s a big untapped market for subscription-based health services outside of primary care, especially for holistic practitioners.

Much like DPC practices, your holistic practice can profit off of subscriptions as well. This may not be a solution for all holistic practitioners, but it’s great if you work outside of insurance and are currently growing your practice. Patients with subscription plans benefit from the peace-of-mind of knowing they can always see their provider if a need arises, and practitioners benefit from the stable income associated with subscription plans. 

Of course, many practitioners wonder what to include in a subscription plan. A tier-based system works for some, where you can still see patients who don’t subscribe. Monthly subscribers enjoy perks of increased accessibility, exclusive content, and products. An example of a tier-based subscription plan could be:

No membershipBasic MembershipPremium MembershipExecutive membership
Cost$0$50/month$250$400
Visits$500 each$80 each$20$0
FrequencyScheduled as a work-inGuaranteed appointments within two weeks of request, in-officeGuaranteed appointments within a week of request, in-officeGuaranteed appointments within two days of request, at-home visits an option
Exclusive content/prod-ucts/servicesCan subscribe to email list with monthly newsletterSubscribed to weekly newsletter with valuable holistic health updates and contentSubscribed to weekly newsletter and  exclusive facebook group. Includes bi-monthly call check-ins with provider. Subscribed to weekly newsletter and exclusive facebook group. Includes monthly check-ins with provider, as well as one free promotional product per month. 

Structuring your practice this way not only provides a more steady income stream for the holistic provider, but it also can lead to income growth in the future. By capitalizing on the networks of your Premium and Executive membership clients, you can gain more high-ticket clients down the line. You position yourself to gain access to more clients who are serious about improving their health and have the means to do it. 

Of course, not every provider is interested in being available in the style of a concierge practice. And for good reason; practitioners need vacations just like the rest of us. For that reason, your first move might be to. . .

3. Grow your practice by hiring PA’s, NP’s, or assistants

Okay, I’m ready for some skepticism on this one. Many doctors have hired PA’s and NP’s only to find that they end up with more paperwork than they want. And depending on your credentials as a practitioner, it might not be feasible to hire someone else to see your patients. 

This is a great option if you’re feeling maxed out on patient hours and have the credentials to supervise PAs and NPs. Especially if you’re wanting to move towards a concierge model, these practitioners can help spread the load of on-call care while letting you take on more subscription patients. They can also help you optimize your time by performing screening exams, physicals, etc. while you see your sicker clients who need your specific expertise.  

Choosing the right advanced practice providers is an important part here; by rushing the hiring process you may end up with a team that doesn’t represent you or your practice. But by taking your time to thoroughly interview applicants, you can grow your practice while saving yourself valuable time. 

As the demand for holistic and primary care increases, more and more physicians and practitioners are experiencing the burnout of being spread too thin for too long. Allowing an NP or PA to absorb some of your patient burden is a great strategy to mitigate burnout and grow your practice for the long haul. 

4. Become a brand affiliate partner

This is a great option if you are already active on social media or have an established practice. Many brands are excited to be represented by a holistic practitioner, because you add value and credibility to their product. Of course, it’s important that you actually believe in the product you’re representing, but more on that later. 

Affiliate partnerships are different from traditional advertising, because people go through you to buy a product. Each time someone makes a purchase, they use your personal code, which bounces some of that purchase money back to you in commissions. 

For this reason I recommend looking first at the products you use every day, the ones that you have seen the greatest results with. Ones that your patients are already buying, but they could be purchasing through you. For example, specific vitamins, cleaning products, medicated lotions, and other holistic products could be great options for affiliate marketing

Affiliate partnerships are great for the entrepreneurial holistic practitioner who doesn’t mind working with marketing teams and brands. Some practitioners are understandably averse to the idea of marketing products to their patients, and that’s why I recommend choosing products you already know and trust. By doing so, you can take in passive income from great brands while knowing your patients are getting real results. 

5. Invest in content creation to grow your wellness brand

Finally, my personal favorite. This option really can be the beginning of so many other streams of income, because it means growing your own brand and expanding your reach as a holistic practitioner. It allows you to educate your potential and current clients by putting out helpful and accurate health information. It elevates you in your field, and can make you a sought-after expert. Of course, it’s also what I do for my clients, so I’m a little biased. 

Of course, creating content isn’t a passive process. In fact, I can tell you my work is anything but passive. But for my clients, the copy I write for them is a passive investment in the future of their practices and their own names. 

Here’s why I believe content creation is the cornerstone of passive income:

  • Search-Engine Optimized content allows you to climb in Google’s list of results, generating website traffic and new client leads.
  • Use your highly-trafficked website as an advertising platform for your favorite brands and products, as well as your own courses and subscription services. 
  • Grow your audience for future products and services, like courses, ebooks, exclusive products, subscriptions, and more.
  • Establishing a list of subscribers allows you to market your new course, subscription, and more to warm leads who are excited to hear about your services. 
  • Become an industry leader and field expert by giving your audience up-to-the-minute health content that educates and gains you trust. 
  • Strong content can open you up to future speaking engagements, partnerships, entrepreneurial opportunities, and more. 

As a clinician myself, I know how hard practitioners are working to meet the needs of a sick population. We care for patients out of compassion and knowledge, but that doesn’t fill our wallets. Sometimes it seems like the most passionate, knowledgeable, and caring practitioners get left in the dust in terms of income. That’s why I think it’s so important for holistic practitioners to know their options in terms of generating passive income and growing wealth.

Do you have any thoughts or comments about this article? Email me at marie@mariehasty.com

Why Doctors Need Marketing Now More Than Ever

Let’s forget about COVID-19 for a second (what a treat!) and just think about the last decade. Let’s talk about why doctors need marketing now more than ever.


It’s no secret that healthcare is changing. The Affordable Care Act has increased accessibility for many, the provider side has seen less benefit. It seems the trend these days is for physicians to get less time with patients, doing what they spent time and money being trained to do, and more time filing insurance & filling in paperwork. 

All for less payout on the back end. 

And while medicine is a calling, I’m willing to bet physicians like a real paycheck just like the rest of us. 

But let’s not pretend that all of medicine’s problems started with the Affordable Care Act. 

Because of rigorous and extensive schooling, physicians carry a student loan average of over $200,000. That’s a heavy debt to start a career with, to say the least. 

Adding insult to injury, the for-profit healthcare system seems to be turning a profit not for medical workers, but for the business majors who end up in leadership positions. 

As someone who has worked in the large-scale medical industry, I’ve felt this frustration first-hand. While you have the clinical knowledge and skills to save lives, the ones who make the big decisions (and the big money) probably couldn’t interpret a blood pressure. 

Now let’s talk about COVID-19. While the healthcare system loves to tout the word “heroes”, providers are treated like anything but. 

In large-scale medical systems, doctors are being expected to work more hours, and many have had to forego time with family for fear of secondary COVID exposure. 

In the clinic side, doctors have been able to see less patients due to distancing restrictions. They’re caught between wanting to see people who need them, and fear of exposing themselves and their staff. 

And going back to insurance, job losses are leading more people to file with the Affordable Care Act, causing once higher-paying clients to become the opposite. 

Have I painted a picture of your frustrations? I hope so. I’m frustrated too. I think people who work hard for others (that’s you!) should get to reap the benefits of their hard work. 

That means financial security. 

That means time with family. 

That means confidence in your growing practice. 

But how can you get there? 

Maybe you’ve seen competitors or peers advance their practices, and maybe they seem to be living the life you want, but you’re not sure what they’re doing that you’re not. 

Maybe you’ve thought the forbidden question: Are they just better than me?” 

And I’m here to tell you: “Absolutely not!”

The hard truth is, medicine is business. 

In the old days, docs relied on word-of-mouth to sell their practice. Referrals made up the bulk of their clientele. Practices didn’t need to reach out to clients, because clients were reaching out to them. 

Those days are over. And the practices that know that are doing far better than the ones that don’t. 

So what are physicians and their practices doing to meet the new healthcare system head on?

They’re treating their practice like a business. 

That means investing in themselves, and that means investing in marketing. 

Marketing that builds relationships with prospective clients, before they even walk through the door. 

Data-driven content that informs them, keeps them returning, and moves you to the forefront of your field. 

Medical Copy that shows who you are, how you can improve lives, and why to choose you over the competition. 

But are physicians adding marketing strategy to their long list of duties? Are they finishing out 10-hour days by spending hours writing content? Are they taking away more time from their families to advance their practice? 

I hope not. Because they could be paying me to do all of that, while getting better results. 

So tell me, are you ready to have the practice you’ve been dreaming of?