Why Most Wellness Marketing Feels Like a Bad Fit
If you’re running a naturopathy clinic in Paddington or a holistic health practice in the Redlands, you’ve probably felt that knot in your stomach when someone mentions "marketing."
You spent years studying. You care about your patients. You want to see people get better. Then, some marketing guru tells you that you need to use "pressure tactics" or make wild claims to get people through the door.
It feels wrong because it is wrong.
I’ve sat down with dozens of Brisbane health practitioners who are struggling to keep their books full. They’re brilliant at what they do, but their waiting rooms are half-empty because they’re afraid that "marketing" means compromising their ethics.
Here’s the truth: Marketing isn't about tricking people. It’s about making sure the people who are currently suffering in silence know that you exist and that you can help them. If you’re a great practitioner and you aren't marketing yourself, you’re actually doing a disservice to the community.
In this guide, we’re going to look at the biggest mistakes I see naturopaths and alternative health business owners make. We’ll talk about how to fill your clinic the right way, without ever feeling like a sleazy salesperson.
Mistake 1: Making Promises You Can't (Legally) Keep
This is the biggest trap in the wellness industry. You know your herbal protocol works. You’ve seen it help twenty people this year. So, you put a post on Facebook saying, "This tea cures migraines."
Stop right there.
Not only is this a fast track to a massive fine from the TGA or AHPRA, but it also kills trust. When you make "guarantees" in health, savvy customers get suspicious.
The Fix: Focus on the journey and the symptoms, not the "cure."
Instead of saying "I cure gut issues," talk about what life looks like for your patient right now. Talk about the bloating that makes them want to change into trackies by 3 PM. Talk about the brain fog that makes them forget where they parked at Westfield Chermside.
When you describe their problem better than they can, they instinctively trust that you have the solution. You don't need to make wild claims when you show you actually understand their pain. This is the most effective way to get health clients because it builds a real connection.
Mistake 2: The "Invisible" Website
I see this all the time with practitioners in suburbs like Sunnybank or North Lakes. They have a beautiful clinic, a great logo, and then... a website that looks like it was built in 2004 and doesn't work on a phone.
If a mum is searching for "naturopath for kids" while sitting in her car, and your website doesn't load properly on her iPhone, she’s gone. You’ve lost that booking before she even read your name.
The Reality Check: - Your website must work on phones. Period. - People should be able to book an appointment in two clicks. - If they have to find a "Contact Us" page, copy a phone number, and then manually dial it, you’ve already lost 50% of your potential customers.
What to do first: Go to your own website on your phone right now. Try to book an appointment. If it’s frustrating for you, it’s frustrating for your customers. Fixing this is usually the fastest way to see more money in the bank.
Mistake 3: Spending Too Much on "Brand Awareness"
Some agency might try to sell you a $2,000-a-month "brand awareness" package. They’ll talk about impressions and reach.
As a small business owner, "brand awareness" doesn't pay the rent. You need phone calls. You need bookings.
I’ve seen practitioners spend thousands on generic Facebook ads that show a picture of a leaf and say "Live your best life." That’s a waste of money.
The Better Way: Spend your money where people are actually looking for help. When someone is in pain, they go to Google. They type in "naturopath near me" or "help with menopause Brisbane."
If you show up there, you’re talking to someone who is ready to buy right now. That is a much better use of your hard-earned cash than trying to interrupt someone while they’re looking at photos of their grandkids on Facebook.
Mistake 4: Not Using Your Best Asset (Your Current Patients)
It costs five times more to get a new patient than it does to keep an old one. Yet, most health business owners focus 100% of their energy on finding new people.
If you have a database of 500 past patients, you are sitting on a goldmine. These people already know you, like you, and trust you.
The Strategy: Send a simple, helpful email once a fortnight. Don't sell. Just help. - "3 ways to sleep better during a Brisbane heatwave." - "Why your hayfever is worse this spring."
At the bottom, add a small note: "Need a hand getting back on track? Book a follow-up here."
You’ll be amazed at how many people say, "Oh, I’ve been meaning to call her!" and click book. This is how you stop wasting money on expensive ads—by looking after the people you already have.
Mistake 5: Ignoring the Power of Local Reviews
In Brisbane, word of mouth is everything. But these days, word of mouth happens on Google Reviews.
If a potential client finds you on Google and you have two reviews from three years ago, they’re going to keep looking. If your competitor down the road has 50 five-star reviews, they’re getting the call.
How to get reviews ethically: You can’t offer a discount in exchange for a review in the health industry (it’s against the rules). But you can ask.
At the end of a successful session, simply say: "I’m so glad you’re feeling better, Sarah. Most people find us through Google—if you have a spare minute, it would mean the world to me if you could share your experience there."
Most people are happy to help; they just need to be asked.
How Long Until You See Results?
Marketing isn't a magic wand. If you start today, here is a realistic timeline:
Week 1-2: Fix your website and booking system. You’ll see fewer people dropping off and more bookings immediately. Month 1: Start your email helpfulness. You’ll see old patients returning to the clinic.
- Month 3: If you’re doing Google ads or SEO properly, you should see a steady stream of new enquiries coming in every single week.
The "Will This Make Me Money?" Test
Before you spend a cent on marketing, ask yourself: "Does this make it easier for a local person with a specific problem to find me and book an appointment?"
If the answer is "I think it might help my brand," don't do it. If the answer is "Yes, it puts me in front of people searching for help," then go for it.
Running a health practice is hard work. You shouldn't have to be a marketing expert on top of being a practitioner. Focus on being helpful, being findable, and making it easy for people to say yes.
If you’re tired of trying to figure this out on your own and want a team that understands the Brisbane market and the health industry, we can help. We don't do jargon; we just get your phone ringing.
Ready to grow your clinic the right way? Contact Local Marketing Group today and let’s get more people through your doors.