Recently, a question I was asked on our Facebook group caught my eye and stopped me in my tracks. The question was: “Is there any hope as an ND in Ontario that I will ever make more than $100,000 a year by playing by the rules?” 

What we’re going to do in today’s episode is break this question down. We’re going to uncover the root cause of what’s really behind that question. What it means on a big picture level, what it means on the ground, and what the six years of working with clinicians  — helping them to build out their businesses  — has taught me about the model that we are all trying to deploy. We have been taught that a 1:1 model is the best and only way to deliver care. But do patients actually want this model of care? 

We’re going to focus on the problems, the challenges, and the broken elements of delivering naturopathic care, functional medicine, and strategic care in a preventative context. Even if you are not a clinician, I still highly encourage you to listen in to this episode! We will be exploring this overarching idea of crafting an offer that our customers actually want. This can be applied to any business — but especially with delivering strategic care. 

“If you want to change your life, you need to change the way you are thinking about your life. If you want to change your practice, you need to change the way you practice. And if we want to reach more people without sacrificing ourselves in the process, we need to change the way we have always done it.” — Meghan Walker 

Key Takeaways: 

[:43] About today’s important episode. 

[4:00] The reality of the 1:1 model of care… and why it doesn’t work for all (or even most) patients. 

[6:40] My value proposition as a practitioner and how we can help more people not by lowering our prices, but by innovating our offer. 

[7:40] The smarter, less expensive, more efficient way of delivering information so that we can focus on delivering strategies to our patients. 

[9:10] The Biopsychosocial model of care. 

[9:50] The delivery of transformational care vs. transactional care. 

[10:28] The beautiful thing about stepping into transformational care. 

[10:57] What we need to acknowledge as 1:1 practitioners: what is our unique selling proposition? What differentiates us from Dr. Google? 

[12:06] What I’ve noticed with patients in my own practice that were not ready for or did not want 1:1 care. 

[13:40] The four stages of readiness that a patient moves through on their journey to health and why we need to be crafting more than one offer (beyond 1:1 care). 

[17:35] The first stage of readiness: the aspirational stage (and what we can deliver care to these types of individuals). 

[20:15] The second stage of readiness: the empowerment phase (AKA the DIY phase), and what we can do to assist these patients. 

[22:32] The third stage of readiness: the strategy phase and what you can do to help them move the needle on their health. 

[25:08] The fourth and final stage of readiness: the growth phase — and how to keep your patients well (and not returning to your doors one year later with the same symptoms). 

[27:30] The tremendous shift we have seen over the last year (in the era of COVID-19) on how care is being delivered. 

[29:17] Why it is so important — more than ever — to have a hybrid practice. 

[32:05] My final answer to today’s question. 

[33:35] If you want to talk more about this or learn more, join our Clinician Business Labs Facebook group. 

Mentioned in This Episode: 

Clinician Business Labs Facebook Group 

If you enjoyed our conversation and would like to hear more: 

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If you are interested in continuing this discussion and sharing your thoughts, please join us on the Clinician Business Labs Facebook Group and The Entrepology Collective! 


“I believe that we help more people not by lowering our prices, but by innovating our offer. — Meghan Walker 

“In most of the populations that we serve, this pathogenic model of care is mismatched to the root cause of where their health has deviated in the first place.” — Meghan Walker 

“Don’t worry about [giving away information for free]. Thousands and thousands … of people are giving it away for free already. … By you not doing it, the only thing that’s happening is the missed opportunity of moving someone into your ecosystem.” — Meghan Walker 

“Having a hybrid practice that enables you to reach patients virtually and in-person [is key]. I believe that right now is the most important time, in the history of many of our respective professions, to ensure that we are deploying that tactic.” — Meghan Walker 

“If we step away from a model of care predicated on the fixing of pathology and acknowledge the need for a model … that addresses the biopsychosocial factors … in … our patients lives, we are going to … reach more people than we ever thought was possible.” — Meghan Walker 

“If you want to change your life, you need to change the way you are thinking about your life. If you want to change your practice, you need to change the way you practice. And if we want to reach more people, … we need to change the way we have always done it.” — Meghan Walker