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How to Scale Your Small Health Business

Feb 19, 2019 8:13:00 AM

stones balancing scale

If you’re the owner-operator of a small health practice, like a physiotherapy practice, or a wellness coach who practices solo, should you concern yourself about the scalability of your business?

Hang on! What does “being scaleable” even mean?

In very simple terms, a scalable business is one that can handle increases in business volume (like bookings and revenue) without significant increases in operating costs.

A business that is not scalable will see its operating costs increase at a rate that is similar or higher than its revenue growth. By contrast, a scalable business’ operating costs will remain the same or may be minimally higher as the business grows.

Scalability is a good thing because it means that, as your business grows, so does the profit rate. Keeping your operating costs consistent regardless of the volume of transaction translates into (exponentially) higher profitability.

But there is more to life than profits right? For owners/operators of small health practices there’s more to gain from being scaleable. Especially time.

So how can you start to make your business more scaleable? Here are 3 areas in which you can make changes that will help you to get started:

#1 Be Clear On Who Your Services Are For

Many businesses, especially those that are still in their infancy, worry about working in a highly defined niche. The myth that niching down limits your client base is just that - a myth. What it actually does is position you as an expert in your field.

By focusing on what you do best, better than anyone else, you also get to limit your competition for those all important clients. If you position yourself as a physio who focuses on dancer injuries, you’re going to attract more dancers than someone who simply works as a general physio. You’ll also be more likely to attract cheerleaders, gymnasts, and circus performers - all areas that area adjacent to dancing and with similar problems.

People will also be willing to pay higher prices for specialist services. If they believe that you can do what you do better than anyone else, they’ll be willing to pay a premium for it.

You’ll also see an improvement in your word-of-mouth advertising. For example, footballers will know a lot of other footballers. If you specialize in nutrition for footballers, then you’ll find that they will begin to recommend you to their teammates. Your reputation as a niche specialist will spread much quicker than that of a generalist.

#2 Focus On Attracting Your Ideal Client

The ways in which our clients find us are varied and include online channels like web pages, search engines, and social media. However, don’t forget that offline channels like partnerships and word of mouth, as these can be powerful ways of attracting our ideal client to us as well.

Position yourself as an expert

Building on your niche services, you should work to position yourself as a top expert in your field. You can do this by creating authoritative blog content, and guest posting on leading websites to start building your personal brand. People who see these posts will start to think of you when they think of your niche and will be much more likely to buy into your services.

Pay-per-click advertising

If you want to quickly reach a targeted audience or run a limited time offer then pay-per-click (PPC) will be invaluable for your business. If you’ve never worked with PPC before, it’s worth doing a little bit of research to familiarise yourself with best practices. But, using it correctly will bring you to a targeted group of new clients.

Brand Partnerships

If you know of another brand that could work in conjunction with yours and add more value to your offering, then teaming up with them for a partnership is a great way to find more customers. For example, if you specialize in creating custom workout plans for busy mothers, a meal-prep company would be a great fit. Find a brand that is adjacent to yours - not in direct competition.

Webinars or live events

Hosting a webinar or online event is another effective way of reaching your ideal health services client that has a number of added benefits:

  • Being “one to many” means you can reach a large group of ideal clients all at once.
  • Participants to a live event are allocating time in their day to engage with you, so you already know they’re interested in what you have to say.
  • Live online events are a great opportunity to convert attendees to customers. So put some thought into a special offer you can present to them during the event and be sure to follow up with them in the day(s) after the event.

You can record your live event and repurpose it for as “evergreen content”

#3 Use Automated Marketing and Sales Systems

Marketing and sales related tasks can, and should, be automated if you want to make your business more scaleable. Automation helps you find more time in your day to focus on the revenue generating activities that will fuel your growth.

Some ways sales and marketing automation can help you become more scaleable:

  • Automatically triggering a series of emails after a person had downloaded a lead from your website
  • Provide insights into what is working and what isn’t so you can get a higher return on your marketing initiatives
  • Quickly set up blog posts and landing pages
  • Create and drip feed educational marketing materials, such as 3-week video series

Making your business scalable opens up the way for more profit and more freedom. It allows you to dedicate more time to helping people and enjoying the benefits that your business can bring - without sacrificing on quality. By niching down, finding your perfect clients, and automating some of your systems, you’ll see happier clients and a healthier bottom line.

Wendy Coombes

Written by Wendy Coombes

I help tech-shy health professionals to succeed with online marketing, so they can attract and win more of their ideal customers.

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