57. Bringing the Human Connection to Practice Growth with Lesli Bitel, MBA, RDN, LDN
In this episode, I’m joined by Lesli Bitel, a registered dietitian and business strategist who works with health and wellness professionals to help them build sustainable, profitable practices. Together, we explore an often overlooked element of growing a successful private practice: bringing the human element into every stage of practice development.
The post-pandemic era ushered in a flood of digital and passive programs that left clients and patients feeling overwhelmed – what they crave more than anything is a genuine connection that has been somewhat lost. Whether they’re seeking nutrition services or other forms of healthcare, people are moving away from the impersonal nature of digital-only programs. They want to engage with the person behind the practice, which is why infusing more “human” into your practice growth strategy can make all the difference.
During this episode, Lesli and I discuss actionable ways to bring your authentic self into each phase of building a successful business, while avoiding burnout. We also explore how integrating the “human element” can create deeper, more meaningful connections with your audience, ultimately helping your business thrive.
The Importance of Connection in Healthcare: Why Bringing “Human” Into Your Practice is Critical
There’s one thing that has become increasingly clear: clients and patients are no longer satisfied with purely digital or impersonal interactions. The era of endless pre-recorded courses, downloadable PDFs, and hands-off care is slowly shifting as people crave deeper, more authentic connections with their healthcare providers. This has never been more true than in the aftermath of the COVID-19 pandemic, where isolation and disconnection became the norm.
At the core of any successful healthcare practice is the ability to connect with people—not just as clients or patients, but as individuals seeking guidance and support. This shift in expectation creates a powerful opportunity for healthcare providers, especially those in private practice, to differentiate themselves by bringing a more human element into their services.
Why Connection Matters More Than Ever
While “evergreen programs” (content that is static or pre-recorded) still have their place, today, clients are yearning for something more. The human connection—a real-time, personalized interaction with the expert who will help them achieve their goals—is what people are truly seeking.
Here’s why this matters:
Trust is Built Through Personal Interaction: When clients see and hear you directly, whether through a live webinar, a recorded video, or even a voice note, they begin to trust you as a person. This trust is crucial for clients who are often vulnerable and seeking solutions for personal or sensitive health concerns.
Authenticity Beats Automation: While automation can streamline parts of your practice, relying solely on automated emails and impersonal content can make clients feel like they are just another number. Authentic human connection, on the other hand, fosters loyalty and leads to long-term client relationships.
Clients Are Craving Human Interaction: Post-pandemic, people are more aware than ever of the need for connection. As Lesli pointed out in our discussion, many individuals are moving away from the do-it-yourself (DIY) approach of online programs because they miss the community, interaction, and support that comes from live, human experiences.
Clients who enroll in static online programs often feel isolated and struggle to achieve their goals without guidance and personal engagement. “People got burnt out on sitting at home by themselves doing DIY courses with no sense of community or interaction,” Lesli explained. Now, more than ever, it’s crucial to bring back that human element in every phase of practice growth.
How Connection Drives Practice Growth
So, how exactly does bringing more human into your practice benefit your business? The key lies in the “know-like-trust” factor. The more you engage directly with your audience, the faster they will feel like they know you, like you, and trust you. And as we all know, trust is the cornerstone of client relationships, particularly in healthcare.
By making a deliberate effort to show up as your authentic self, you’ll shorten the time it takes to convert prospective clients into paying clients. Whether you’re creating content, hosting live events, or simply answering emails with a personal touch, bringing the human element into your practice can have a direct impact on your bottom line.
Practical Ways to Infuse Human Connection into Your Practice
Infusing more humanity into your healthcare practice doesn’t have to be complicated or time-consuming. Here are a few practical ways to start:
Use Video to Show Your Personality: Whether it’s on your website, social media, or in your email marketing, video allows your audience to get a sense of who you are. It’s much easier for people to connect with you when they can see your face and hear your voice. If you’re offering a free resource like a lead magnet or webinar, include a short introduction video to bring your offer to life. This not only makes your marketing more effective but also helps your audience build trust more quickly. “A video on your opt-in page can shorten the time it takes for your target audience to go from finding you to buying from you,” Lesli explains.
Incorporate Storytelling in Your Content: People connect through stories. Share your own personal journey or relatable client success stories to humanize your brand. Vulnerability and authenticity build a stronger connection with your audience. Whether you’ve overcome a personal health struggle or have guided numerous clients through similar challenges, sharing these stories can make you more relatable and approachable.
Add Personalized Elements to Evergreen Content: If you do offer evergreen courses or programs, make sure to include a personal touch. For example, you could offer monthly group coaching calls to complement the pre-recorded material or send personalized email updates and check-ins to your clients. Even a simple welcome video can make a huge difference in how connected your clients feel to you and your program.
Integrating Human Touch in Audience List Building
Building a strong email list is one of the most effective ways to grow your practice, but simply collecting emails isn’t enough—you need to build trust and connection with your audience from the start. The key to effective list-building lies in making a personal connection with potential clients right from the first interaction.
Why Video Supports Strong List Building
One of the simplest yet most impactful ways to humanize your list-building efforts is by incorporating video. Adding a short introduction video to your landing pages or opt-in forms gives prospective clients a sense of who you are, how you communicate, and why they should trust you. Videos can significantly improve conversion rates, especially when used on opt-in pages for free resources like lead magnets or webinars.
Creating Connection Through Personalization
While video is a powerful tool, personalization doesn’t stop there. To make sure your audience feels valued, try:
- Sending personalized welcome emails after someone joins your list.
- Incorporating personal stories into your email content to build relatability.
- Hosting live webinars or Q&A sessions as part of your list-building strategy to create real-time interaction.
Partnering for Growth
Another way to build your list while maintaining a personal touch is by partnering with other local businesses or practitioners who serve the same audience. This could mean collaborating with fitness studios, gyms, or other healthcare providers to host joint events, offering value to their audience while also expanding your own.
Infusing Human Connection into Your Marketing
Marketing isn’t just about getting your message out; it’s about building relationships with your audience. To stand out in a crowded market, especially in healthcare, your marketing needs to show the human side of your practice. Here are several ways to infuse personality and genuine connection into your marketing efforts:
1. Use Live Q&A Sessions
One of the best ways to bring a personal touch to your marketing is through live Q&A sessions. Whether on social media, Zoom, or in a private Facebook group, live sessions provide a real-time connection that builds trust. Clients get the chance to see your expertise in action while engaging with you directly.
Pro Tip: Keep the focus on specific pain points or common questions your audience has to make the sessions highly relevant and valuable.
2. Incorporate Video in Social Media and Emails
Video is an essential tool for humanizing your brand. Regularly posting video content on social media platforms or embedding short videos in your email campaigns allows your audience to see and hear from you directly. Whether it’s a short Instagram video, a Facebook live, or a welcome video embedded in your email sequences, video helps clients feel like they’re interacting with a real person.
3. Share Your Story
People connect through stories. Sharing a bit about your personal journey—whether it’s how you started your practice, challenges you’ve faced, or the health transformations you’ve helped clients achieve—makes your marketing more relatable. It fosters trust and positions you as not just an expert, but a real person who understands what they’re going through.
4. Highlight Social Proof
Testimonials and client success stories are a powerful way to humanize your brand. Featuring real stories from clients who have benefited from your services adds credibility and shows that you care about results, not just numbers. These stories can strengthen the “know-like-trust” factor, a critical element in healthcare marketing.
Creating a Balanced, Sustainable Practice-Without Burnout
Running a successful healthcare practice often means juggling numerous tasks, but without the right systems in place, this can quickly lead to burnout. It’s important to create a balanced practice that allows you to show up authentically for your clients while avoiding exhaustion.
1. Streamline with Automation, But Keep It Human
Automation can be a lifesaver for repetitive tasks like scheduling appointments, sending reminders, or managing billing. However, it’s important to ensure that automation doesn’t strip away the personal touch. Use automation for administrative tasks but still find ways to add a human element where it matters most—like sending a personalized video welcome or checking in with clients through personal emails.
2. Offer Scalable Services with a Personal Touch
Scaling your practice doesn’t mean losing the human connection. Combine high-touch services, like one-on-one sessions, with scalable options like group programs or evergreen content. For example, while group programs are scalable, you can still create personal engagement by offering live Q&A sessions or adding personalized feedback at certain points during the program.
3. Use Pre-Recorded Content to Free Up Your Time
To avoid repeating the same information to each client, consider incorporating pre-recorded educational videos or resources into your programs. This frees up time during one-on-one sessions to focus on deeper, personalized care. Clients can watch the videos on their own time and come prepared to discuss specific issues, making the live interaction more efficient and impactful.
4. Set Boundaries to Avoid Burnout
It’s easy to feel like you need to be available all the time, but setting clear boundaries is crucial for maintaining energy and enthusiasm for your work. Schedule dedicated time for one-on-one sessions, group interactions, and personal downtime. Use tools like email auto-responders or appointment booking systems to manage client expectations while still providing excellent care.
Content Cure
This week’s Content Cure is a downloadable resource from Lesli: Six-Figure Business Building Blocks. This comprehensive guide outlines the key components for creating a thriving, profitable practice without losing the personal touch that clients crave.
> DOWNLOAD YOUR RESOURCE HERE<<
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Jeanne Petrucci MS RDN
Founder, Expert Nutrition Content Creator
