You Plan to Fail If Your Wellness Practice Has No Strategy in Competitive Markets
51% of wellness businesses have NO MARKETING STRATEGY.
In busy local markets like Vancouver, clinics often compete for attention within the same search terms, and even in the same neighbourhoods. Visibility is often determined by how well your practice shows up on Google and in Maps results.
So, the success of your business will depend heavily on your marketing strategy.
I’ve worked with plenty of wellness practitioners that relied on word of mouth, they didn’t feel they needed to put any money into marketing because their clients were happy and passed on their names.
That’s awesome, and it is certainly important that your business is serving your clients and making them happy - but you actually have no control at all over whether a client even passes on your name.
While referrals are valuable, they are not a controlled or scalable growth strategy.
You do, however, definitely have control over how much you want to put into Facebook Ads or invest in SEO.
So let’s discuss why you can’t just keep hoping your clients will do your marketing for you. Let’s also discuss how you can start creating a marketing plan for growth, because if you do good business you should be growing.
What Happens When You Have No Marketing Strategy?
Running your wellness practice without a plan at all just isn’t a good idea.
It’s pretty safe to say if you aren’t steering the ship in any direction, it’s most likely going to crash - eventually.
Here are some other things that will probably happen:
You’ll Waste Money
Without a plan, you’re likely to spend money on random efforts. One month, you might boost a Facebook post; the next, you might print flyers. These marketing attempts might give you short-term results, but they rarely build long-term growth.
You’ll Lose Focus
Do you want to attract new clients, increase sales, or boost brand awareness? Without clear goals, your marketing efforts can feel like you’re spinning your wheels—and getting nowhere fast.
Your Competition Will Do Better Than You
Your competitors do have a marketing strategy. If you’re not deliberate about reaching your audience, someone else will be.
Your Brand Identity Will Get Lost
A consistent brand voice and message are key to building trust and loyalty. Without a plan, you risk confusing your clients with mixed messages.
Marketing: It's Not Rocket Science (But It Helps to Aim)
So I’ve explained why you can’t just coast through business life with no plan, now for the fun part - let’s talk about what you CAN do, starting right where you are!
You NEED to KNOW your Target Market
The first and most important part of any marketing strategy is understanding who you are selling to, it seems super simple but surprisingly a lot of businesses don’t really know.
When I ask this question the most common response I get is “I’m helping everyone” - well, no, no you aren’t. I’ll explain why.
You can’t even create a marketing plan without knowing who you’re marketing to! So you NEED to know this.
In fact, I would even go as far as saying - it is CRUCIAL to know and understand your target market. Actually, you need to know them REALLY WELL.
You need to know their needs, desires, interests and what’s causing them issues. This is the foundation of any marketing plan.
In busy local markets, multiple clinics often serve similar audiences, making clear positioning and targeting even more important.
You’re going to use tools like Google Search Console, Google Analytics and social media analytics to gather this information.
Know Your Unique Selling Proposition (USP)
There is plenty of competition in the world, so what is so special about your business?
Could be your eco-friendly packaging, your insanely good customer service, or your local roots.
Set Measurable Goals
These goals need to be super measurable, specific, relevant and time-bound. I guess I could squeeze achievable in there too, but I love setting UNACHIEVABLE goals, just to stretch the faith a little.
Pick Some Marketing Channels That Make Sense
Not all marketing channels are created equal.
Choose channels based on where your ideal clients are actively searching or engaging.
For many wellness practices, this also includes visibility on Google search and Maps. This is when knowing some basics of SEO is important and honestly I always recommend starting here.
For social platforms I usually suggest Facebook and Instagram to start, as they are the most popular social media platforms.
Also, don’t overwhelm yourself trying to be active on so many channels, start with one - get to know it, and when you feel comfortable move another one.
Design & Plan a Content Plan
Content is everything.
Blogs, videos, social media posts, and email campaigns all work together to engage your audience.
Blog content, in particular, can support your visibility in search and help your practice get found on Google over time.
Plan your content around your client’s interests and your business goals.
Tip: Don’t be creating content just to advertise yourself. Content is FOR YOUR CLIENTS.
Think “How can I give my target audience value” - in fact, that’s what I’m doing RIGHT now - for you.
Track & Adjust
Marketing is NOT a “set it and forget it” kind of deal. Use analytics tools to track your performance and make adjustments as needed.
Marketing is a long winding journey, never a destination.
Some Marketing Strategy Mistakes to Avoid
Even with the best intentions, it’s easy to stumble (believe me, I’ve done it plenty of times - and will do it again!) Here are some stuff to watch out for:
Trying to Do It All: Focus on a few key strategies instead of spreading yourself too thin. (this will cause burnout)
Ignoring Your Data: Numbers don’t lie. Use them to inform your decisions. (this is important info!)
Being Inconsistent: A sporadic marketing effort confuses customers and weakens your brand. (don’t give up!)
Still not convinced? Let me share one of my client stories:
Case Study: A Long-Established Therapy Practice
I recently spoke with a therapist client who mentioned that, in over 30 years of practice, she had never experienced such a slow period.
Her business had always relied on referrals and had historically stayed fully booked. But recently, that was no longer enough to maintain a consistent flow of clients.
When I reviewed her online presence, the last Google review on her profile was from 2022, and her Google Business Profile had not been updated in several years.
This meant that when someone searched for “therapist near me,” her practice was unlikely to appear, while more active and optimized competitors were being shown instead.
This is a common pattern. Many established wellness practices provide excellent service, but their online presence no longer reflects the quality of their work or keeps pace with how people search today.
Need Assistance?
If your practice is established but growth feels inconsistent, a structured review can help identify what is limiting your visibility and how you compare to nearby providers.
Strategic SEO Advisory
Established wellness practices operating in competitive urban markets often require structured search infrastructure to remain visible.
The Strategic SEO Advisory provides:
• search visibility diagnostic
• Google Maps positioning review
• competitive landscape insight
• a 90-day infrastructure roadmap
Private 60-minute advisory session — $750