The Natural Health Practitioner’s Essential AI Marketing Glossary
It’s time we started getting to know and using the terminology and jargon that’s appropriate for growing our practices. Here’s an overview of terminology for health practitioners. It’s worthwhile to get to know these and start using them in your vocabulary and marketing thinking. Understanding the terminology of AI-powered search is crucial to modern marketing for natural health practitioners. PRO TIP: get to know a few at a time – just like our clients, it’s easy to get overwhelmed, so start simple! Marketing for Natural Health Practitioners in the AI Era AI Changes Search: Traditional SEO is failing, as over 60% of searches now result in “zero clicks,” with AI providing the answer directly. Be a Verified Entity: If AI systems do not recognise you as a credible, verified practitioner entity, you will be invisible to potential clients. E-E-A-T is Key: Health is YMYL content, demanding a higher trust threshold. Strong Experience, Expertise, Authoritativeness, and Trustworthiness are essential. Act Now for Visibility: Shift your marketing from keywords to entity-focused authority within the next 12-24 months to gain a competitive advantage. Here’s your comprehensive guide: AEO (Answer Engine Optimisation) The practice of optimising content to be selected and cited by AI systems that provide direct answers rather than lists of links. Unlike traditional SEO which aims for high rankings, AEO focuses on becoming the authoritative source AI systems quote and reference. For natural health practitioners, this means creating content that directly answers client questions in clear, credible, structured formats. Conversational Search Search queries phrased as natural questions rather than keywords. Instead of “naturopath Sydney PCOS,” users ask “What naturopath in Sydney specialises in PCOS treatment?” AI systems are designed to understand and respond to these human-like queries, requiring practitioners to optimise for natural language rather than keyword strings. Data LLM The underlying AI language model (like GPT-5 or Google’s PaLM) has been trained on massive datasets of text from across the internet. This includes practitioner websites, health directories, research papers, and forum discussions. The Data LLM is the “brain” that generates responses based on patterns it learned during training. For practitioners, this means your online presence during the model’s training period affects how AI understands and references you. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) Google’s quality framework for evaluating content and websites, particularly critical for YMYL topics like health. The framework was updated to include “Experience” (first-hand knowledge) alongside the original E-A-T. For natural health practitioners, strong E-E-A-T signals include: Experience: Clinical practice history, patient case studies (anonymised), first-person practitioner content Expertise: Professional qualifications, certifications, specialty training Authoritativeness: Recognition by professional bodies, citations in directories, and professional memberships Trustworthiness: Verified credentials, transparent business information, secure website, professional standing Entity In search and AI systems, an entity is a distinct, identifiable thing – a person, place, organisation, or concept – that exists independently and has specific attributes. For example, “Dr Sarah Johnson” is an entity with attributes like “naturopath,” “Sydney,” “women’s health specialist,” “ANTA-registered,” etc. Entity recognition is crucial because AI systems increasingly think in terms of entities and their relationships rather than just keywords. A practitioner who is recognised as an entity can be confidently cited by AI; one who isn’t may be invisible. Entity-Based Search A search approach where algorithms understand and retrieve information about specific entities and their relationships, rather than just matching keywords. For instance, understanding that “Dr Sarah Johnson” (entity) “specialises in” (relationship) “gut health” (entity) in “Bondi” (entity). This is foundational to how AI systems recommend practitioners. GEO (Generative Engine Optimisation) The practice of optimising content and online presence specifically for AI systems that generate original responses rather than just ranking existing pages. While SEO focused on ranking in search results, GEO focuses on being cited in AI-generated answers. This requires structured data, clear entity signals, verified credentials, and authoritative content that AI systems trust enough to reference. Knowledge Graph A database that stores entities and the relationships between them. Google’s Knowledge Graph, for example, understands that “naturopathy” is a “type of complementary medicine,” that “ANTA” is a “professional registration body,” and that “Sarah Johnson” is a “naturopath” who “practices in” “Sydney.” When AI systems generate answers, they query knowledge graphs to verify facts and relationships. Being recognised in these graphs is essential for AI citation. Knowledge Panel The information box in Google search results displays verified details about an entity. For practitioners, this might include your name, credentials, clinic location, phone number, website, and professional affiliations. Having a Knowledge Panel is a strong signal that you’re recognised as a verified entity, significantly increasing the likelihood that AI systems will cite you. LLM (Large Language Model) An artificial intelligence system trained on vast amounts of text data to understand and generate human-like language. Examples include ChatGPT (GPT-4), Google Gemini, Claude, and others. LLMs power the conversational AI tools that potential clients are increasingly using instead of traditional search. Understanding how LLMs “think” about authority and credibility is crucial to modern marketing for natural health practitioners. Natural Language Processing (NLP) The AI technology that enables computers to understand, interpret, and generate human language. NLP enables AI systems to understand questions such as “Which magnesium supplement is best for sleep?” and generate relevant, contextual answers. For practitioners, this means creating content that sounds natural and conversational rather than keyword-stuffed. Prompt Engineering The practice of crafting effective questions or instructions to get desired results from AI systems. Your potential clients are (often unconsciously) doing prompt engineering when they ask AI systems about health concerns. Understanding common prompt patterns helps you optimise content for how questions are actually being asked. Schema Markup / Structured Data Code added to your website that helps search engines and AI systems understand your content’s meaning and relationships. For practitioners, relevant schema types include: Person schema: Identifies you as an individual with credentials MedicalOrganization schema: Defines your clinic or practice Physician schema: Specifies your medical/health credentials LocalBusiness schema: Provides location and contact details Schema markup is the “language” you use to speak directly to AI
The Future of Natural Health Practitioner Marketing: Why AI Search Changes Everything
How naturopaths, nutritionists, and natural health practitioners can stay visible in the age of ChatGPT and AI-powered search If you’re a natural health practitioner who’s built your practice on Google search visibility, I have news that’s both urgent and opportunistic: the rules of online marketing are changing faster than at any point in the last decade. Your prospective clients aren’t typing “naturopath near me” into Google and clicking through ten blue links anymore. They’re asking ChatGPT, Perplexity, and Google’s AI Overview for instant, conversational answers to questions like: ● “What natural approach works best for PCOS?” ● “How do I choose a qualified naturopath for gut health?” ● “Is hormone balancing through diet really effective?” Key Points: Natural Health Practitioner Marketing Entity Over Keywords: Clients now use AI for conversational answers. You must establish yourself as a verified entity, not just target keywords. Build Digital Trust: AI platforms require proof of your qualifications and experience (E-E-A-T) to confidently recommend you for health-related queries. Three Authority Pillars: Focus on discoverability across platforms, credibility through verified credentials, and deliverability by answering client questions with expert content. Become AI Recommended: Ensure your practice appears in AI answers by auditing your online presence, knowledge panels, and directory listings immediately. Here’s a critical part: if you’re not recognised as a verified entity in AI knowledge systems, you won’t be recommended to these potential clients. It’s that simple, and that serious. Urgent Practice Update: 2025-2027 The AI Diagnosis: From SEO to GEO Why natural health practitioners are disappearing from search, and the clinical strategy to become an authority in the age of Artificial Intelligence. 1. The Patient Trust Crisis For a decade, your prospective clients haven’t searched like traditional patients. They’ve researched everything online before booking. The Problem: Clients are no longer satisfied with surface-level Google results. They want instant, conversational answers – not 10 blue links to wade through. Enter AI search: chat-based, context-aware, and it feels more ‘human’ than clicking through websites ever did. “Your ideal client is using AI today. You’re going to want your practice showing up in their answers.” The “Zero-Click” Reality (2023-2027) Source: Industry Projections for Informational Queries 2. Your New “First Point of Contact” A client turns to ChatGPT or Perplexity to ask questions like: “What naturopath near me can help with perimenopause?” or “Best natural approach for gut health issues?” AI 1. Data LLM The “AI Model” The AI pulls information from its training data – web pages, directories, practitioner profiles – that it was ‘taught’ on up until its knowledge cutoff. KG 2. Knowledge Graph The “Fact Organizer” The AI’s ‘Knowledge Graph’ organises facts into a web of relationships: practitioners, specialties, locations, conditions, treatment approaches. SE 3. Search Engine The “Live Verifier” If current info is needed (e.g., “Is Dr. Sarah still practicing in Sydney?”), the AI searches live to verify details, clinic hours, or recent reviews. 3. YMYL = “Your Money or Your Life” (Google’s term for healthcare) Google considers health practitioners part of its YMYL (Your Money or Your Life) category. If you offer advice or services that impacts someone’s health or finances, you need to meet high trust standards – or stay invisible. ! Current Wellness Risk Without strong E-E-A-T signals, AI systems won’t confidently cite you. You’re a Practitioner Registered with ANTA/ATMS/ARONAH with verified credentials Your Expertise Matters AI needs proof of your qualifications, specialty training, clinical experience, and professional standing Visibility Risk Assessment 4. Prescription: From Keywords to Entities We are shifting from “spray-and-pray” keyword stuffing to becoming a “known entity” with clear expertise, authority, and trust signals. The Practitioner Skill Shift Clinical SEO vs. Practitioner Entity Focus Conversational Search “Near-human-sounding queries” “Best naturopath for PCOS in Melbourne” “How do I choose a practitioner for gut health?” “What qualifications should my naturopath have?” Educational Content “The new SEO = AI-friendly content that establishes authority” “What is SIBO and how is it treated naturally?” “When should I see a naturopath vs. a nutritionist?” “How long does natural hormone balancing take?” Practitioner Entity Markup “Structured data helps AI understand who you are” “Naturopath since 2015” “ANTA-registered, specializing in women’s health” “Clinic location: Bondi, Sydney + Telehealth available” 5. The 3 Pillars of Practitioner Authority Building digital trust for AI-powered discovery takes time, but starts here today Discoverability Practitioners have a digital presence across key platforms Google Business Profile optimized Listed on ANTA/ATMS directories Active professional social profiles Credibility Clear, verified info on who you are and what you do Professional registrations displayed Specialty areas clearly defined Years in practice and training documented Deliverability AI can easily cite you as a trusted source Website content answers common client questions Service pages clearly explain your approach Schema markup helps AI understand your practice 6. Practitioners Can Still Get Ahead By Moving Now How to Gain Visibility in the Knowledge Graph Quickly AI Citation Frequency (Monthly Mentions) Once an AI knowledge entity is cemented in the “Primary Authority” for Practitioner/E-E-A-T status (showing the same, repeated entity retrieval). © 2025 THRIVING PRACTITIONERS | STRATEGY CREATED BY JAMES BURGIN FOR NATURAL HEALTH PRACTITIONERS Understanding the Infographic Above The visual guide below explores what’s happening in the AI-powered search revolution and provides a step-by-step framework for adapting your natural health practitioner marketing strategy. Consider these ideas: ● The Patient Trust Crisis: Why clients are turning to AI instead of clicking search results ● Your New “First Point of Contact”: The three AI systems deciding whether to recommend you ● The YMYL Safety Filter: Why health practitioners face stricter verification requirements ● From Keywords to Entities: The fundamental shift in how you need to market your practice ● The 3 Pillars of Practitioner Authority: Specific actions to build AI-era visibility ● The 24-Month Window: Why acting now gives you a competitive advantage This isn’t about abandoning traditional SEO or the marketing methods you have found to work. It’s about evolving your natural health practitioner marketing to include entity building, AI optimisation
Work Less, Grow More: Strategic Momentum Guide for Practice Growth
The Time Poverty Trap for Practitioners Here’s the paradox facing most natural health practitioners: you spent years mastering clinical skills, yet you can get overwhelmed with administration, marketing, content creation, and client communication that have nothing to do with the healing work you are passionate about. The average practitioner spends 10-15 hours weekly on non-clinical tasks – that’s nearly two full consultation days lost to admin every single week. Key Points: Strategic Momentum for Practice Growth Focus on Healing. Intelligently remove friction and time-wasting admin so you can dedicate your energy to client care and the healing work you are passionate about. AI-Powered Efficiency. Use AI to automate and accelerate client communication, content creation, booking, and necessary administrative tasks in your practice. Momentum is Strategy. Strategic speed is not about rushing. It is about eliminating non-clinical busy work to maintain excellence and reduce practitioner burnout. Compound Growth. Time savings compound, leading to more consultation capacity, increased revenue, better client experience, and enhanced professional authority. Here’s what I’ve discovered after working with many hundreds of practitioners: speed isn’t about rushing or cutting corners. Strategic speed is about intelligently removing friction from your business operations so you can focus on what you do best – helping people heal. The Quality Concern: Speed vs. Excellence Before we dive in, let’s address the elephant in the room: “Won’t working faster compromise the quality of my practice?” The answer is no – when you’re strategic about it. We’re not talking about rushed consultations or providing cookie-cutter treatment plans. We’re talking about eliminating the time-wasting busy work that keeps you from your clients and drains your energy for nothing in return. (My admission… this is a challenge for me as I gradually let go of my old habits!) What Does Strategic Speed Mean for Practitioners? Faster admin = more time for client care Quicker content creation = consistent authority building and better marketing Rapid responses = better client experience Automated systems = fewer things falling through cracks Now let’s look at how AI-powered speed transforms each area of your practice. 1. Client Communication & Booking Before Scenario: Emma, a naturopath, spent 3 hours weekly playing email tennis with new clients. “What do I bring? How much does it cost? Do you bulk bill?” The same questions, answered individually, over and over. AI Solution: Emma creates a ChatGPT Custom GPT trained on her practice information. Now, when enquiry emails arrive, she copies the question into her GPT, which generates a personalised response in her voice, complete with relevant links to her FAQ page and booking system. After: Email responses that used to take 15 minutes now take 2 minutes. She reclaimed 2.5 hours per week, and clients receive instant, helpful responses even during consultations. Booking conversion improved because potential clients didn’t have time to talk themselves out of it while waiting for replies. Before Scenario: Michael spent his lunch breaks manually confirming next week’s appointments, chasing no-shows, and sending preparation information. AI Solution: He implemented automated booking confirmations and reminders through his practice management software, then created an AI-generated “what to expect” email series that goes out automatically at booking, 1 week before, and 1 day before appointments. After: Zero time on appointment admin. No-show rate dropped from 12% to 3% because clients received clear preparation information and multiple touchpoints. 2. Content Creation & Marketing Before Scenario: Sarah knew she needed consistent content to build her perimenopause authority, but creating a single blog post took 4-6 hours. She’d managed three posts in six months. AI Solution: Using the AI content creation workflow from Thriving Practitioners, Sarah now: Voice records a 10-minute clinical insight on her phone (while walking her dog) Transcribes it with AI Uses ChatGPT to transform it into a blog post structure Adds her personal clinical experiences (via voice recording, too) Generates social media posts from the same content After: She produces a comprehensive blog post plus 5 social media posts in 90 minutes. She’s now publishing weekly, her Google visibility has tripled, and AI systems started citing her as a perimenopause authority within 8 weeks. Before Scenario: Victoria wanted to create an email welcome sequence but felt overwhelmed by the blank page. AI Solution: She used her custom GPT to generate the sequence framework, then personalised it with her stories and clinical insights. After: A professional 4-email welcome sequence created in 2 hours instead of the 12+ hours she’d been dreading. New subscribers now receive consistent nurture, and her consultation booking rate from email subscribers increases dramatically. 3. Getting More Efficient with Practice Management & Admin Before Scenario: Tom manually entered each consultation into his accounting system, matched receipts, and spent 4 hours monthly reconciling accounts. AI Solution: He implemented practice management software with automatic accounting integration and used AI to categorise transactions. After: Monthly bookkeeping reduced to 45 minutes of review. His accountant’s bill dropped by $1200 annually because records were organised. Before Scenario: Linda spent hours researching continuing education courses relevant to her gut health specialty. AI Solution: She created a Perplexity search that monitors new research and courses in SIBO, microbiome health, and functional gut protocols. After: Weekly 15-minute review of curated, relevant updates replaced 3-4 hours of random research rabbit holes. She’s better informed with less effort. 4. Clinical Efficiency Before Scenario: Mary wrote detailed post-consultation notes, then created client protocols and education materials separately. AI Solution: She created templates for common conditions, which her AI assistant customises based on consultation notes. The same information flows into client summaries, treatment protocols, and follow-up emails. After: Post-consultation admin reduced from 20 minutes to 7 minutes per client. That’s an extra 6-7 consultations weekly in reclaimed time. Implementing Strategic Speed for Practitioners The Compound Effect of Strategic Speed Here’s where this gets powerful: these time savings compound. Emma reclaimed 2.5 hours from email admin, Sarah found 3 hours weekly from efficient content creation, Tom saved 3 hours monthly from accounting automation, and James gained 2 hours weekly from clinical efficiency. For
How to Navigate Naturopathy’s Digital Crossroads: Growing Your Practice in the Age of AI
With researcher and guest contributor, naturopath, Sofia Silchenko Your naturopathic or nutritional practice stands at a pivotal moment in the history of natural health. The question isn’t whether AI will transform how you work – it’s whether you’ll shape that transformation or be shaped by it. According to Sofia Silchenko, Chair of the AI & Technology Special Interest Group at NHAA and Master’s candidate in Advanced Naturopathy, “The future of healthcare lies not in choosing between tradition and technology, but in thoughtfully combining both, to bring a better quality of care to patients.” This perspective offers natural health practitioners a strategic pathway through what Sofia calls the profession’s “huge crossroads, caught between its traditional roots and a future that’s all about digital tech.” Naturopathy in the Age of AI Bridge the Crossroads: The future lies in thoughtfully combining timeless healing traditions with digital technology, rather than choosing one over the other. Be a Digital Navigator: Position yourself as the essential guide who uses AI to automate admin and interpret complex data, amplifying patient care. Avoid Green Allopathy: Technology should support holistic inquiry. Avoid using AI to streamline symptom matching, as this risks a therapeutically hollow practice. Close the Visibility Gap: AI systems often use reductionist models. Clearly document your holistic methodology to establish your digital authority and relevance. Watch the video presentation below, based on Sofia’s current Master’s studies and in-depth research, to explore this critical juncture, then continue reading for practical strategies to position your practice for sustainable growth. https://vimeo.com/1143404393/bf521d103a?share=copy&fl=sv&fe=ci What Is the Core Challenge Facing Natural Health Practitioners Today? The fundamental challenge facing practitioners isn’t simply learning new technology – it’s reconciling timeless healing wisdom with systems built on entirely different foundations. As Sofia’s research articulates in this presentation… “How do you scientifically measure a vital force? How do you quantify the health of a whole system? Wrestling with these almost unanswerable questions created a real identity crisis for the profession.” This identity crisis becomes particularly acute when you consider that AI systems are trained on reductionist models – separate biomarkers, linear relationships, and isolated variables. Your practice, however, operates from a fundamentally different paradigm: whole-person care, interconnected systems, and the vital force that conventional research struggles to acknowledge. For practice growth, this creates both challenge and opportunity. Potential clients increasingly use AI to research health solutions, yet these same AI systems may not understand or accurately represent what makes your approach uniquely valuable. How Can Practitioners Bridge the Timeless Wisdom-Modern Technology Gap? Sofia proposes a transformative solution: evolving from practitioners of natural medicine into digital health navigators. Rather than viewing AI as a replacement for clinical expertise, this perspective positions technology as an amplification tool. “Instead of replacing the practitioner, AI could be an incredibly powerful tool,” Sofia explains. “Imagine it automating all the boring stuff like note-taking and admin, while also analysing complex data from wearables and lab tests to find patterns a human might miss.” This frees up the practitioner’s time to focus on the most important thing – that deep human connection and patient care.” This approach directly addresses what James Burgin calls “the visibility gap” – being clinically excellent but digitally invisible. By embracing the role of digital health navigator, you’re not abandoning your therapeutic principles; you’re extending your reach and relevance. Practical Applications for Your Practice Administrative Liberation: AI tools can handle appointment reminders, basic intake questions, and documentation, reclaiming 10-15 hours weekly for actual client care. This directly affects your capacity to serve more clients without burning out. Data Integration: Modern clients arrive with wearable device data, previous test results, and research from multiple sources. As a digital health navigator, you become the essential interpreter, placing this information within a holistic framework. This positions you as irreplaceable rather than redundant. Educational Authority: By understanding how AI systems work and what they recommend, you can create content that both educates clients and establishes your authority. When clients ask ChatGPT or Perplexity about natural health solutions, your practice should be part of the answer. What Are the Critical Questions Practitioners Must Address? Sofia considers three defining questions that will determine whether AI becomes a tool, a threat, or a transformation catalyst: 1. Can Technology Support Nuanced, Individualised Care? Sofia asks an important question: “Can technology, which is built on data and algorithms, truly be used to support the kind of nuanced, individualised care that naturopathy champions? Or is it just going to push practitioners back towards that green allopathic reductionist model?” The practice growth implication: Your ability to differentiate yourself depends on maintaining holistic principles whilst leveraging technological efficiency. Clients seeking truly personalised care will increasingly value practitioners who use technology thoughtfully rather than those who either avoid it completely or allow it to compromise therapeutic relationships. 2. How Do We Preserve the Therapeutic Relationship? Sofia asks, “So much of naturopathy is built on that therapeutic relationship between a practitioner and a patient. In a world of automated analysis and AI-driven insights, is there a real risk that this core connection could be weakened or maybe even lost?” The strategic response: Rather than viewing AI as a competitor for human connection, position it as a tool that enables deeper therapeutic relationships. When administrative tasks are automated, and data analysis is streamlined, you have more capacity for the irreplaceable elements of healing – listening, empathy, and individualised care that no algorithm can replicate. 3. What Becomes of the Practitioner’s Role? Perhaps most critically, Sofia poses the question: “As AI makes health data accessible to pretty much everyone, what is the role of the practitioner? Do they become essential navigators of this new world, or do they risk becoming redundant if they fail to adapt?” The opportunity: Clients drowning in health information need practitioners more than ever – not as information gatekeepers, but as trusted guides who can contextualise, prioritise, and personalise recommendations. This is where your clinical training, experience, and holistic perspective become increasingly valuable, not diminished. How Does This Connect to Evidence-Based
How Do I Make Sure My Practice Shows Up When Patients Ask AI for Health Advice?
The practitioner is now the artist, tasked with creating content that resonates with AI search engines. To ensure your practice appears in AI-generated health answers, you need to implement Answer Engine Optimisation (AEO). This strategy focuses on answering hyper-specific patient questions, structuring content so AI systems can extract and cite it, and building authority through mentions rather than backlinks. According to James Burgin, a former naturopath and founder of Thriving Practitioners, practitioners who master AEO now will have an enormous competitive advantage, as by 2028, the majority of health-related searches will come from AI systems like ChatGPT, Claude, and Perplexity, rather than traditional search engines. TLDR: Key Takeaways 📍 The Search Landscape Has Changed: By 2028, most health searches will happen through AI chat systems, not Google – if you’re not optimising for AI answer engines, you’re becoming invisible 📍 Specialist Beats Generalist: AI systems use “query fan-out” to break questions into sub-questions, rewarding practitioners who answer specific questions (like “natural remedies for childhood eczema”) over generic content (like “ultimate guide to skin health”) 📍 Structure Matters More Than Ever: Your content must pass the “Taco Bell Test” – every section needs to stand alone and make sense without context, because AI extracts individual chunks, not entire articles 📍 Mentions Are the New Backlinks: Building AI authority comes from being cited and mentioned in trusted sources, not from collecting backlinks – focus on getting your practice referenced in articles AI already trusts When Search Engines Started Having Conversations Picture this: A worried parent sits down at their kitchen table late one evening, opens ChatGPT, and types, “My daughter’s eczema keeps getting worse despite everything we’ve tried. What am I missing?” The AI doesn’t send them to a search results page. It gives them an answer. A complete, personalised answer. And here’s the critical question: is your practice part of that answer? If you’ve been pouring your heart into traditional SEO, creating those comprehensive blog posts, carefully choosing keywords, building backlinks, I need you to take a deep breath. Because the game just changed. Completely. https://vimeo.com/1137578423?share=copy&fl=sv&fe=ci How I Created This Content – And How You Can Too Here’s something fascinating: the video I’m sharing with you today wasn’t created with expensive software or a professional production team. I created it using Google’s free tool called NotebookLM. Yes, free. And incredibly powerful. Here is the link: notebooklm.google.com NotebookLM allows you to upload your expertise, research, add patient insights, then generates engaging audio and/or video content that sounds remarkably natural and conversational. The video you can watch on this page was created with this tool – and during the forthcoming Pathway to Practice Growth workshop, I’ll be sharing exactly how to use NotebookLM to support you to grow your practice, create content consistently, and position yourself as an AI-discoverable authority. (Yes, I’d prefer an Aussie accent, I’m sure that will come!) This is the perfect example of what I mean when we’re entering an era where timeless wisdom meets cutting-edge technology. You don’t need a massive marketing budget. You need to understand the tools and strategies that actually work in 2025. The Shift Every Practitioner Needs to Understand For over 20 years, we’ve played by Google’s rules. We’ve optimised for search engine results pages, competed for position one, and measured success by website traffic. But here’s what’s happening right now, beneath the surface: by 2028, the majority of search traffic will come from AI-powered answer engines like ChatGPT, Claude, Perplexity and Google AI overviews. This isn’t some distant possibility. This is happening now. And most practitioners are completely unprepared. 😳 The challenge? These AI systems don’t work like Google. They don’t send people to your website to browse 10 different articles. They synthesise information from across the web and deliver one comprehensive answer. It is a challenge to realise, if you’re not part of that answer, you simply don’t exist for Google or the AI search and chat tools. My Journey from SEO to AEO “After years as a practitioner and clinic owner, I understand firsthand the frustration of being expert at helping clients but struggling to attract them. That’s why I’ve dedicated my career to solving this exact problem for natural health professionals.” – James Burgin, Founder, Thriving Practitioners When I first started exploring AI tools in 2022, I immediately saw both the opportunity and the threat for practitioners. When I first started exploring AI tools in 2022, I immediately saw both the opportunity and the threat for practitioners. The opportunity: finally, a way to cut through the noise and connect with people who genuinely need your help. The threat: practitioners who don’t adapt will become invisible. The Four Pillars of Answer Engine Optimisation 1. Understanding How AI “Thinks” – The Query Fan-Out When someone asks an AI a question, something fascinating happens called “query fan-out”. The AI breaks that single question into dozens of smaller, related questions. For example, “How can I improve my sleep naturally?” becomes: What’s the connection between diet and sleep? Which herbs are most effective for insomnia? How do cortisol levels affect sleep cycles? What’s the optimal bedroom temperature for sleep? Your job isn’t to write one massive guide about sleep. It’s to be the best answer for multiple specific sub-questions. This is where being a specialist, not a generalist, becomes crucial. AI Query Fan-Out: Unveiling the Depth of AI Thinking 2. The 3×4 Patient Question Grid This is your new content roadmap. Across the top, you map out three hyper-specific patient personas (not “someone with skin issues” but “a parent of a child with eczema”). Down the side, you track their journey from awareness to decision. Your mission: fill every box with the exact questions that person is asking at that exact moment. And the goldmine for these questions? Your own patient intake forms and consultation notes. These are the highest-intent questions you could ever answer. 3. The “Taco Test” for Content Structure Here’s a crucial insight: AI doesn’t read your content top to bottom
Marketing a Natural Health Practice with Confidence: Your Professional Marketing Guide
How can you attract more clients whilst maintaining the professional integrity and ethical standards your clients deserve? Here’s the truth that might surprise you: The principles of ethical healthcare marketing aren’t designed to silence you – they’re designed to protect your clients whilst you share your expertise authentically. If you’ve been holding back on promoting your practice because you’re nervous about regulatory compliance, you’re not alone. In our recent workshop series, one theme kept surfacing: practitioners felt confused or concerned about the fear of “getting it wrong” when marketing their services. Whether you’re navigating TGA or AHPRA regulations as a health practitioner, professional association guidelines, or general advertising standards, the good news is this: ethical marketing principles that truly serve your clients also happen to keep you on the right side of regulations. Four Key Takeaways for Ethical-Compliant Marketing for Natural Health Practitioners Education, Not Exaggeration Prioritise clear, honest information so clients can make informed decisions. The core principle is client protection, not silence. Focus on Experience Client feedback should focus on your approach and care (e.g., communication style, feeling supported), rather than guaranteed health outcomes. Be Radically Transparent Confidently display your full qualifications, transparent pricing, and the realistic limitations of your natural medicine approach. Share Your Expertise You can create educational content about health conditions generously, but always avoid making promises or making absolute claims. As a colleague to many practitioners and a marketer for healthcare businesses, I have navigated the regs and guidelines, and I understand the hesitation. But I also learnt that once you know the framework, you can market your practice confidently and effectively whilst maintaining the integrity that drew you to natural health in the first place. ~ James Burgin The Core Principle: Education Over Exaggeration The fundamental expectation for healthcare marketing is refreshingly simple: be honest, be clear, and prioritise your clients’ ability to make informed decisions. When you approach your marketing as an extension of your clinical education – which is what you already excel at – you naturally create content that both attracts ideal clients and maintains professional standards. For natural health practitioners in Australia, this means understanding: TGA advertising regulations that govern therapeutic goods and health services Professional association guidelines (ANTA, ATMS, NHAA, ARONAH) that reflect industry best practice Australian Consumer Law principles around misleading or deceptive conduct But here’s the liberating part: you don’t need to become a legal expert. Understanding the core principles allows you to market effectively whilst staying well within boundaries. What You CAN Do Confidently 1. Share Your Knowledge Generously You can absolutely create educational content about health conditions, recommended approaches, and wellness strategies. This is where natural health practitioners have a genuine advantage – you understand the nuances of supporting health holistically. Compliant approach: “Many clients find that addressing gut health alongside hormonal support provides a more comprehensive approach to managing PCOS symptoms.” “Supporting the body’s natural detoxification pathways through nutrition and lifestyle modifications can be beneficial for overall well-being.” “A holistic approach to anxiety often includes assessing nutrient status, gut health, and stress management techniques.” Notice how these statements share genuine expertise whilst avoiding absolute claims or guaranteed outcomes. 2. Explain Your Unique Approach AHPRA encourages transparency about your healthcare philosophy and methodology. This is brilliant for differentiation – you can clearly articulate what makes your practice different. Compliant approach: “My practice focuses on identifying the root causes of hormonal imbalances rather than simply managing symptoms. This typically involves comprehensive functional pathology testing and personalised protocols.” “I combine evidence-based nutritional medicine with traditional herbal remedies, creating individualised healthcare plans based on each client’s unique presentation.” “Our clinic specialises in supporting families through preconception, pregnancy, and postpartum using integrative natural medicine approaches.” 3. Showcase Your Qualifications and Experience You’ve invested years in your clinical education – AHPRA wants you to display this prominently. Your credentials build trust and help potential clients understand your scope of practice. What to include confidently: Your full qualifications and where you studied Professional association memberships (ANTA, ATMS, ARONAH) Years in practice and any specialised training Your AHPRA registration number (if applicable) Areas of special interest or advanced training Continuing professional development and current areas of study Example: “Sarah Chen is an ANTA-registered naturopath with 12 years of clinical experience, specialising in women’s hormonal health. She holds a Bachelor of Health Science (Naturopathy) and has completed advanced training in functional pathology interpretation.” 4. Provide Transparent Service Information Radical transparency is both AHPRA-compliant and excellent for client conversion. When potential clients understand exactly what to expect, they’re more likely to book with confidence. You can clearly state: Consultation duration and structure What’s included in different appointment types Your investment range (pricing information) What testing or assessments you typically use Realistic timeframes for healthcare approaches What conditions you commonly work with Example: “Initial consultations are 90 minutes and include a comprehensive health assessment, healthcare plan development, and personalised recommendations. Follow-up appointments are typically 45-60 minutes. Most clients begin seeing improvements within 4-8 weeks, though individual responses vary depending on the complexity of their health concerns.” 5. Share Client Experiences (The Right Way) Here’s where many practitioners get stuck – and testimonials aren’t entirely off the table. You simply need to focus them on the experience rather than specific health outcomes. What’s compliant: Comments about your communication style and bedside manner Feedback about feeling heard and supported Appreciation for your thorough approach Positive experiences of the practice environment Compliant examples: “I appreciated how Sarah took the time to explain everything in a way I could understand. She never rushed and answered all my questions thoroughly.” “The comprehensive approach at this clinic made me feel like someone was finally looking at the whole picture of my health.” “I felt genuinely cared for and supported throughout my healthcare journey.” What to avoid: Specific claims about conditions being “cured” or “fixed” Before and after photos or measurements Percentage improvements or specific outcome statistics Any testimonial that could create unrealistic expectations The Uncomfortable But Powerful Strategy: Address
The Future of Clinical Practice: How Modern Training Principles Can Transform Your Patient Care and Practice Growth
Introduction: A Personal Discovery Recently, I discovered a conversation about how education and training are being revolutionised in the age of AI. The insights came from trainingsites.io, created by James Maduk, and they struck me as immediately relevant to our community of natural health practitioners. As I absorbed these concepts, I realised something profound: the same principles reshaping modern education can dramatically improve how we serve our patients and grow our practices – without requiring us to become educators, course creators, or technology experts. Here is my first thoughts for a white paper, translating these principles into practical applications for your clinical practice. Whether you’re a naturopath, nutritionist, herbalist, or any other natural health practitioner, these insights can help you serve more patients, achieve better outcomes, and build a more sustainable practice. The Core Problem We’re Solving Most natural health practitioners face these interconnected challenges: Time Constraints You can only see a limited number of patients each week, creating an income ceiling and preventing you from helping more people who need your expertise. Patient Adherence Issues Despite expert consultations, many patients struggle to implement your recommendations between appointments, leading to slower progress and reduced outcomes. Information Overload Patients arrive overwhelmed by conflicting online information, requiring you to spend consultation time on basic education rather than advanced therapeutic work. Knowledge Repetition You find yourself explaining the same fundamental concepts to every new patient, using valuable consultation time on foundational education. Follow-Up Limitations You know patients need ongoing support and accountability, but traditional appointment models make this expensive and time-intensive for both parties. Practice Growth Barriers Growing your practice traditionally means seeing more patients, which can lead to exhaustion, reduced quality of care, and a diminished personal life. What if there was a better way? The Six Principles of Modern Practice Growth James Maduk outlined six phases for building modern training businesses. I’ve distilled these into six core principles that can transform how you deliver patient care and grow your practice – without requiring you to become a course creator or leave clinical work behind. Principle 1: Understanding Your New Practice Landscape What’s changing in patient behaviour: Your patients are already learning online. They’re watching YouTube videos, reading blogs, joining Facebook groups, and asking AI tools about their health conditions. This isn’t something to fear – it’s an opportunity to guide them toward accurate, helpful information from you. The shift from gate-keeper to guide: Traditional model: Patients book appointments when symptoms appear All information flows through scheduled consultations You control access to knowledge Patients are passive recipients Modern model: Patients discover your expertise through educational content Foundational learning happens before and between consultations You curate and provide reliable information Patients become active participants in their healing What this means for your practice: By providing educational resources to your patients, you can: Pre-educate them before first consultations, allowing you to dive deeper faster Support adherence between appointments with accessible guidance Build trust before patients ever book, reducing appointment anxiety Attract ideal patients who resonate with your philosophy and approach Increase capacity to help more people without exhausting yourself Establish yourself as a trusted authority in your niche, improving your visibility and reputation Your opportunity: Partner with Thriving Practitioners to develop simple educational resources that serve your patients between consultations, improve their outcomes, and position you as the trusted guide they’re already searching for online. Principle 2: Defining Your Clinical Niche with Precision Why specificity matters more than ever: In the age of AI and online search, patients aren’t looking for “a naturopath” – they’re searching for specific solutions to specific problems: “natural treatment for perimenopause anxiety” “ADHD support without medication for teens” “gut healing after antibiotics” “thyroid support for Hashimoto’s” The power of problem-domain focus: Your niche isn’t your modality (naturopathy, nutrition, herbalism). Your niche is the specific transformation you create for a particular type of patient. Examples of powerful clinical niches: Helping perimenopausal women eliminate hot flushes naturally Supporting ADHD children to focus and thrive without medication Guiding type 2 diabetics to reduce medications through lifestyle changes Teaching anxious professionals to regulate their nervous system Empowering IBS sufferers to identify their food triggers Helping exhausted mothers restore their energy naturally after sleep deprivation Why this matters for practice growth: When you become known for solving a specific problem exceptionally well: Referrals become more targeted and qualified Your marketing becomes clearer and more effective Patients travel further and pay more willingly Your expertise can reach a national audience Your skills can be presented in one-to-many formats You develop deeper expertise and better results AI systems recommend you for specific queries Discovering your niche: Ask yourself: Which subset of patients do I get the best results with? What specific transformation do they experience? What problem do I solve better than most practitioners? Which patient success stories energise rather than drain me? Your opportunity: Work with Thriving Practitioners to clearly define and communicate your clinical niche, positioning you as the go-to expert for your specific patient transformation. Principle 3: Designing Modern Patient Education Systems The gap between your expertise and patient implementation: You spend years studying complex therapeutic protocols. Your patients have demanding jobs, families, and limited health literacy. This gap creates: Confusion about recommendations Poor adherence to protocols Slower healing progress Frustrated patients and practitioners The solution: Micro-learning support: Instead of overwhelming patients with everything they need to know in a 60-minute consultation, you can provide: Bite-sized education (5-10 minute resources): “How to prepare your thyroid support tea” “Understanding your elimination diet tracker” “Your nervous system reset practice” “Reading your supplement labels correctly” Protocol support packages: Step-by-step guides they can reference at home Video demonstrations of techniques you’ve taught Shopping lists and meal prep guidance Symptom tracking templates with instructions Between-appointment support: Weekly educational emails reinforcing your protocols Private patient group for community support and accountability Recorded Q&A sessions addressing common questions A resource library that they can access anytime What this creates for your practice: Better patient outcomes because adherence improves More
How to Get Your Practice into the Google Page One ‘Map Pack’
Why Most Natural Health Practices Stay Invisible Online Your natural health practice might offer life-changing services – but if you’re not showing up on the first page of Google Map Pack, you’re likely missing out on a flood of new clients. The Map Pack (that boxed area showing top local businesses) gets over 40% of all local clicks. And guess what? It’s not just about being good — it’s about being visible. Let’s fix that. Get into the Google Map Pack Complete Your Profile Complete your Google Business Profile thoroughly, including the correct primary category, all relevant services, accurate hours, and high-quality photos. Collect Reviews Consistently Reviews are a strong ranking factor. Aim for a steady flow of 2-4 new Google reviews monthly and always respond to them. Ensure NAP Consistency Use one official format for your Name, Address, and Phone number across your website, directories, and social media to build trust. Stay Active Online Keep your Google Business Profile active with regular updates. Post new photos or short updates at least twice a month. Getting into the Google Map Pack – those top three local search results — begins with a fully optimised and regularly updated Google Business Profile. Add steady client reviews, consistent contact details across all platforms, and locally relevant content on your website. When you pair that with fresh photos, engaging updates, and clear calls to action, you’re giving Google exactly what it needs to recognise your practice as active, trusted, and truly local. Why So Many Practitioners Struggle to Show Up Locally Even experienced, well-established practitioners often remain invisible in local search results. You might have a website, a Google Business Profile you set up years ago, and a few reviews — yet when potential clients in your area search for your services, your competitors are the ones showing up. It’s frustrating – you know you can help people nearby, but they simply aren’t finding you. And with so much conflicting advice out there about SEO, directories, keywords, and reviews, it can feel confusing, overly technical, and frankly, overwhelming. But here’s the good news: the path to local visibility is clearer – and simpler – than most marketing agencies make it out to be. What Is the Google Map Pack and Why Does It Matter? The Google Map Pack (or Local 3-Pack) is the set of three businesses Google features at the top of local search results, right under the map. Example: Search “naturopath near me” – the three listings you see with reviews, map pins, and direct calls? That’s the Map Pack. Appearing here can 2x or even 3x your calls and bookings. “After running an 18-practitioner clinic in Melbourne, I learnt firsthand how critical local visibility is,” reflects James Burgin, founder of Thriving Practitioners. “We’d have highly skilled practitioners who struggled to fill their appointment books simply because potential clients couldn’t find them online. Now, the Google Map Pack changes everything for practitioners. Once you understand how to optimise it systematically, your appointments can start flowing from people who’ve not heard of you before.” James Burgin Step-by-Step: How to Get Into the Map Pack 1. Claim & Optimize Your Google Business Profile (GBP) Your Google Business Profile is the foundation of local search success. It’s how Google recognises and recommends you to local clients. Add complete info: services, business hours, website, booking links Use high-quality images of your space, staff, and treatments Choose the right primary and secondary categories (e.g. “Naturopathic Practitioner”) A well-completed profile not only helps you rank but also builds trust with potential clients. Google rewards profiles that demonstrate completeness and care. 2. Ask for Reviews — Strategically Reviews are one of Google’s strongest ranking signals. They also show potential clients that your practice is active and trusted. Ask happy clients right after a session Send an email or SMS follow-up with a direct review link Respond to every review (even the tough ones) with grace and professionalism For more on why reviews matter, read The Science of Trust: How Social Proof Can Ethically Grow Your Natural Health Practice. 3. Be Obsessively Consistent with NAP (Name, Address, Phone) Small inconsistencies can confuse Google. Decide on one official format for your business name, address, and phone number. Use it everywhere – your website, directories, and social media. Even small variations like ‘St’ vs ‘Street’ or an old number can reduce your visibility. Your Name, Address, Phone must match exactly across: Your website Google profile Directories (Yelp, HealthProfs, Hotfrog, etc.) Social media profiles 4. Optimize Your Website for Local SEO Your website plays a big part in Google Map Pack results. Google checks it for signs of local relevance. Embed your Google Map on your Contact/About page Include your city/suburb name in headlines, URLs, and meta tags Create individual pages for key services and locations Use schema markup for LocalBusiness and Organization See The Micro Page Strategy: How to Rank Well Without Drowning in Content for simple ideas on creating location-specific content. 5. Stay Active with Google Business Profile Posts and Updates Google loves signs of life. Add photos and posts regularly – new team shots, treatment spaces, or updates about workshops and offers. Even two short posts a month show that you’re active and engaged. When you go for a walk, share some photos of local scenery or an activity that you can link to what you do. Add new photos monthly Publish short updates: specials, blogs, seasonal services Use keywords clients would search for (e.g., “natural allergy treatment Sydney”) 6. Build Local Citations and Links Beyond your own website, Google looks for your business name on other trusted sites – these are local citations. List your business in local directories, associations, and health-specific portals Try to get featured in local blogs or community websites Use consistent business data in every listing Each mention strengthens your credibility and helps Google verify you’re a legitimate local business. Try some ideas from Neighbourhood Marketing for Natural Health Practitioners – 15 Low-cost Winners.
The Micro Page Strategy: How to Rank Well Without Drowning in Content
Micro pages are focused 400 to 700-word website pages that each answer one specific question your potential clients are searching for (like “Can naturopathy help with IBS?” or “What happens in a first consultation?”). They’re easier to write than lengthy blog posts, rank better in search results, and you can actually do them between client appointments. 🔍 Overview: The Micro Page Method One Question, One Page Micro pages are 400–700 word pages that answer one specific client question clearly and completely. Quick to Create They’re easier to write between client sessions and more achievable than long-form blogs. Search Engines Love Focus Short, focused pages rank higher because they directly match how people search for answers online. Build Authority Over Time Publishing one micro page each week compounds – soon you’ll have 20+ pages attracting ideal clients and search visibility. If you’re like most natural health practitioners we speak with, you know you should be creating content for your website. You understand that Google and AI search reward websites that answer questions. But when you sit down to write, the overwhelm hits. Where do you start? How long should it be? What if no one reads it? Here’s what we’ve learnt after helping hundreds of practitioners build their online presence: the secret isn’t writing endless 2,000-word blog posts. It’s creating focused, practical micro pages that each answer one specific question your potential clients are actually asking. What Are Micro Pages and Why Do They Work? Micro pages are simple, focused website pages that answer a single question your potential clients are asking in 400-700 words. That’s it. No fluff, no trying to cover everything about a topic, just one clear answer. “Just as we treat the whole person in natural health, we need to approach practice growth holistically. But that doesn’t mean you have to overwhelm yourself. Micro pages let you build authority one question at a time, matching how people actually search online.” ~ James Burgin Here’s why this strategy works brilliantly for time-poor practitioners: You meet people where they’re searching. When someone types “can naturopathy help with IBS” into a search engine, they want a direct answer to that specific question. Not a 3,000-word essay on digestive health. Not your entire treatment philosophy. Just that answer: can you help them with their specific problem? Search engines love focused content. Search engine algorithms reward pages that comprehensively answer one query over pages that skim across multiple topics. A 500-word page entirely about naturopathy for IBS will outrank a 2,000-word page about “gut health” that mentions IBS briefly alongside ten other digestive conditions. You can actually finish them. Between client appointments, admin, and trying to have a life, when will you write that comprehensive guide to every condition you treat? But 400 words answering “What happens in a first naturopathy consultation?” You can knock that out in an hour. Writing tip: dictate the top 4-5 issues you need to cover on the micro-page into your phone, then copy those points into ChatGPT and ask it to draft a 400-word article that covers them. Also, ask it to identify what other issues should be included, then briefly answer those additional questions, and you are done! They compound over time. Create one micro page this week, another next week, and within a few months, you’ll have built 20 focused pages that work together to establish your expertise and attract the right clients through search. How Does The Micro Page Framework Actually Work? Each micro page should follow this simple structure: Start with question variations (50-100 words): List 3-4 alternative ways your question is commonly asked. For instance, if your main question is “Can naturopathy help with insomnia?”, also include: “What natural treatments work for sleep problems?” “How does a naturopath treat insomnia?” “Is naturopathy effective for chronic sleep issues?” This helps you capture all the search opportunities for one core inquiry. Give the direct answer immediately (100-150 words): Answer the question in the first paragraph. If someone asks whether naturopathy can help with insomnia, tell them straight away: yes, naturopathy addresses sleep issues through multiple approaches, including herbal medicine, nutritional support, and lifestyle modifications, with many clients experiencing significant improvement within 4-6 weeks. Expand with practical guidance (200-300 words): Now flesh out your answer with specific, helpful information. Explain your approach, what treatments you might use, what clients can expect, and realistic timeframes. Not theory. Not vague possibilities. Actual, practical information that helps them understand whether naturopathy is right for their situation. Add links (50-100 words): End by connecting to 1-2 related resources on your site. Suppose someone has just learnt about naturopathy for IBS. In that case, they might benefit from your page on “What happens in a first naturopathy consultation?” or your page explaining “How long does naturopathic treatment take to work?” This creates a web of content that keeps potential clients on your site and helps search engines understand your expertise. Include a concise summary or ‘meta description’: Write a 150-160 character summary for search results that includes your main question and hints at the answer. How To Get Started with Five Essential Micro Pages for Your Website If you’re just beginning, these five questions are gold for most natural health practitioners: Can naturopathy help with [your speciality condition]? Pick the condition you love treating – gut health, hormonal imbalance, chronic fatigue, or anxiety. Then add some alternative searches: “Natural treatment for [condition]”, “What does a naturopath do for [condition]?”, “Is naturopathy effective for [condition]?”) What happens in a first naturopathy consultation? (Alternatives: “What to expect at a naturopath appointment”, “How long is initial naturopathy session?”, “What does a naturopath ask in first visit?”) How long does naturopathic treatment take to work? (Alternatives: “When will I see results from naturopathy?”, “How many sessions will I need?”, “Naturopathy treatment timeline”) What’s the difference between a naturopath and a nutritionist? (Alternatives: “Naturopath vs nutritionist vs dietitian”, “Should I see a naturopath or nutritionist?”, “What can naturopaths do that nutritionists can’t?”) Is
Creating Customer Personas That Actually Work for Your Practice
You spend years mastering clinical skills to help people heal. But here’s the uncomfortable truth: being brilliant at helping people means nothing if the right people can’t find you. Most practitioners market to “everyone with gut issues” or “women going through menopause.” The results are usually disappointing. But what if you could use the same diagnostic skills you apply in consultations to identify exactly who benefits most from your approach? What if you could speak directly to your ideal clients in a way that makes them feel instantly understood, even before they book? That’s what customer personas do. And unlike most marketing exercises, this one plays to your strengths as a practitioner. Summary… Customer personas aren’t marketing fluff – they’re clinical insight applied to practice growth. By reviewing 20 recent consultations and noting patterns in who you serve best, you can create detailed client profiles that guide all your content decisions. Use AI to identify commonalities in demographics, psychographics, and health journeys. Then create 1-2 specific personas (like “Corporate Sarah” or “Exhausted Emma”) that represent your ideal clients. These personas inform your blog topics, FAQs, service pages, and social content—making your marketing feel authentic while helping AI systems understand precisely who you serve. Start with one persona, test content for a month, and refine based on results. The practitioners who grow sustainably aren’t trying to help everyone—they’re crystal clear about who they serve best. 1. Good News: You’re Already Doing This You wouldn’t treat every patient the same way – so why market to everyone identically? As a natural health practitioner, you already know how to read people, understand their unique situations, and tailor your approach accordingly. Creating customer personas simply applies this clinical skill to your practice growth. A persona is a realistic portrait of your ideal client – the type of person who naturally benefits most from your approach. When you understand who you’re serving, your content becomes clearer, your marketing more authentic, and even AI systems better understand who to recommend you to. And it can be surprising how, by analysing methodically, you discover extra insights about customers, beyond the hunches you already have. 2. The Practitioner’s Advantage: Mine Your Clinical Experience Your consultation notes contain marketing gold. You don’t need expensive research; instead, focus on the patterns you’re already seeing. When reviewing your last 10-20 client consultations, look for: Questions new clients ask most frequently – “How long until I see results?” “Do I need to give up coffee?” Common misconceptions you correct – “Actually, hormone balance isn’t about eliminating all symptoms…” Patterns in who gets the best results – Are they action-takers? Research-oriented? Seeking natural alternatives after conventional medicine failed? The emotional journey – From “something’s wrong” to “I need help” to “this practitioner understands me” Don’t just note symptoms. Capture their situation: Are they juggling work and family? Exhausted from years of searching? Frustrated by conflicting advice online? These emotional drivers guide their decision-making far more than demographics alone. 3. Building Your First Persona: The Simple Method Start with ONE clear persona, not five vague ones. Here’s what information to gather for each client in your review: Demographics (the framework): Age and gender Occupation and work situation Family makeup (single, partnered, children, caring for parents) Location (suburb, lifestyle indicators) Income/financial situation (affects investment decisions) Psychographics (the depth): Personality type (analytical, intuitive, action-oriented, cautious) Health philosophy (natural-first, integrative, last resort after conventional) Information consumption (podcasts, Instagram, research papers, friend recommendations) Decision-making style (quick, thorough researcher, needs validation) Values and priorities (prevention, performance, family health, longevity) Their Health Journey: Current symptoms or situation What they’ve already tried Their frustrations and fears What they’re hoping to achieve How they found/would find you Using AI to Find Patterns: Once you’ve reviewed 20 consultations and captured this information, use AI to identify commonalities: Prompt example for ChatGPT: “I’m a [specialty] practitioner. I’ve reviewed 20 client consultations and captured the following information [paste your notes]. Please identify 2-3 distinct client personas by finding patterns in: demographics, personality types, health journeys, decision-making styles, and what makes them choose natural health solutions. For each persona, create a detailed profile that I can use to guide my marketing content.” The AI will spot patterns you might miss – like how your most successful clients tend to be highly-researched professionals in their 40s, or how you naturally attract intuitive decision-makers who value preventative approaches. Essential Elements for Your Final Persona: Give them a memorable name (not “Persona 1” – try “Research-Ready Rebecca” or “Burnt-Out Brad”) Tell their story in a paragraph, not bullet points Make it specific – “43-year-old marketing manager” beats “40s professional” Include their search behaviour – what questions would they ask AI or Google? Capture their decision factors – what creates trust for them? 4. Example Personas: Two Specialties in Action For Hormone Specialists: Persona 1: “Corporate Sarah” – The High-Achieving Executive Sarah is 47, a senior marketing director at a financial services firm in Melbourne’s CBD. She lives in Hawthorn with her husband (a lawyer) and their two teenage children. For the past 18 months, she’s been struggling with brain fog during important presentations, night sweats disrupting her sleep, and unexpected weight gain despite her regular F45 routine. Sarah is analytical and research-oriented – she’s already read three books on perimenopause and follows several women’s health Instagram accounts. She tried HRT through her GP but felt “not quite right” on it and wants to explore a more holistic approach. She’s frustrated because she can’t think clearly anymore, and her confidence at work is suffering. She searches for “naturopath perimenopause Melbourne CBD” and “natural hormone balancing for executives.” When choosing a practitioner, she looks for professional qualifications, evidence-based approaches, and someone who understands the demands of a high-pressure career. She requires appointments outside business hours and seeks a practitioner who can explain the science behind their recommendations. She’s willing to invest in premium care if she can see a clear pathway to regaining her mental clarity and energy. Persona 2: