Beyond Hormones, The Business of Wellness

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He's not a hormone doctor. He's not even in medicine. He trains dogs. And he might just have the sharpest, most battle-tested marketing playbook Jody has heard on this show all year.

When Chad first reached out, Jody almost said no — "you're not appropriate for this show." One call later, her mind was made up. Chad, a Navy veteran turned founder of K9 Revolution Dog Training, built his business from the ground up after nearly every "expert" he hired failed him. So he taught himself. Meta ads, Google ads, content, automation, an...

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You can add ten new patients this month and still be losing ground. That's the uncomfortable truth Jody opens with in episode one of a brand-new six-part series on the marketing and sales gaps quietly draining revenue out of hormone and functional medicine clinics.

For thirty years, Jody's job has been telling business owners that more customers is the answer to slow growth. In this episode, she flips that script. Using the image of a leaky bucket — one hole for lead follow-up, one for patient experience, one for retention — she shows exac...

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You didn't open a hormone clinic to spend your days putting out fires.
     
This week Jody sits down with Meryl Simmons — a former audiologist turned Professional EOS® Implementer and business coach at ClarityCoach.io. Before she ever coached a clinic, Meryl spent over a decade on the commercial side of healthcare, including a stretch where her company grew from $70 million to $200 million in three years — and doubled headcount without any structure behind it. That chaos is exactly what she now helps practice owners avoid.

Jody and Meryl dig into the Entr...

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This is not our usual episode.

On my mom's birthday — twelve years after losing her — I found out my first boss and my mentor, Jack Latvala, had passed away. I hadn't spoken to him in over twenty-five years. But the second I heard, twenty-five years of memories came flooding back, because this man is one of the reasons I'm an entrepreneur at all.

Jack Latvala was a former Florida state senator and political power broker, and before any of that — the man who hired a twenty-two-year-old copywriter he'd never met of...

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This is not our usual episode.

On my mom's birthday — twelve years after losing her — I found out my first boss and my mentor, Jack Latvala, had passed away. I hadn't spoken to him in over twenty-five years. But the second I heard, twenty-five years of memories came flooding back, because this man is one of the reasons I'm an entrepreneur at all.

Jack Latvala was a former Florida state senator and political power broker, and before any of that — the man who hired a twenty-two-year-old copywriter he'd never met of...

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Ever looked at your marketing spend and thought, "What am I even doing this for?" Jody has too.  More often than you'd think.  Even after thirty years as a marketer and a lifetime as an entrepreneur.

In this solo Monday episode, Jody breaks down the single biggest mistake she sees hormone and functional medicine practice owners make with their marketing: switching tactics before they've had time to work. She walks through why consistency — not the "right" tactic — is what actually separates thriving practices from ones running on fumes, how to track the KP...

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Most clinic owners are approaching referrals and reviews completely backwards, and it's costing them thousands in marketing spend they don't need to be spending.

In this Thursday 5er, Jody breaks down one of the most overlooked growth levers in a cash-pay practice: timing. Not whether you ask for referrals and reviews, but when. She explains why asking too early in the patient journey gets you lukewarm results (or none at all), and why the 6-8 week follow-up mark is where the magic actually happens.

Jody shares a real example...

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What happens when you spend years as a dismissed patient — and then become the provider you always needed?

That's exactly the story Tina Jacobs tells in this episode. As the co-founder of Silk Life Medical, a hormone optimization and wellness clinic, Tina built her entire practice around one core belief: that patients know when something is wrong, and they deserve a provider who believes them. Her journey from struggling with fatigue and weight for over a decade, to PA school, to opening a cash-pay hormone clinic with her husband Nick — it's the...

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You did the hard part — you found the right person. So why do so many great hires still walk out the door before 90 days?

In this Thursday 5er, Jody breaks down the onboarding system that every hormone and functional medicine clinic owner needs — whether you're hiring your very first team member or scaling a growing practice.

Onboarding isn't just paperwork and passwords. It's the bridge between a great hire and a confident, contributing team member. And when it's done right, it protects your patient expe...

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What happens when a wellness practitioner builds a thriving practice — and nearly destroys their health in the process? That was Joanna Sapir’s reality. Six months after opening her strength and conditioning gym with no business background, she ended up in the emergency room. Stress. Pure, undeniable stress. And that moment became the turning point that led her to completely reinvent how she ran her business — and eventually, how she helps hundreds of wellness practitioners do the same.

Joanna is a wellness business coach, founder of the Profitable Practitioner Academy, and Master...

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You know how to spot confirmational bias in your patients. But what if the same thing — the same mental loop that keeps your patients stuck — is quietly running the show inside your own practice?

That's exactly what Jody is digging into in this episode. It started with a moment in a Worldlink Medical training room, listening to Dr. Neal Rouzier talk hormones and labs, and hearing the term "confirmational bias" for the first time. In the context of patient care, it made perfect sense — but what Jody didn't expect was ho...

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What if your providers' discomfort about price is quietly killing your conversions — and nobody's talking about it?

In this Thursday 5er, Jody breaks down one of the most costly — and most overlooked — mistakes in hormone clinic consult rooms: providers letting their own price judgment leak into the clinical conversation. And the fix is simpler than you think.

Jody shares a real story from a clinic she was coaching where technically excellent providers were consistently losing momentum at the end of consults — not because of the treatment, not because of the pric...

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What does it look like when a physician builds a practice that's been running at the leading edge of wellness since 2010 — and never looked back?

Dr. Ivan Rusilko started his Miami-based longevity practice before most people even knew what wellness was. Since then, he's watched the industry transform from a niche curiosity into the number one industry in the country — and he's been quietly shaping a lot of it from behind the scenes. His diagnostic protocols are now being used by providers across the country. His new AI, Cele...

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What does it look like when a physician builds a practice that's been running at the leading edge of wellness since 2010 — and never looked back

Dr. Ivan Rusilko started his Miami-based longevity practice before most people even knew what wellness was. Since then, he's watched the industry transform from a niche curiosity into the number one industry in the country — and he's been quietly shaping a lot of it from behind the scenes. His diagnostic protocols are now being used by providers across the country. His new AI, Celera, just...

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If you've ever hired someone who looked great on paper and completely flopped in your clinic — this episode is for you.

Most clinic owners never got a manual for building a team. So they post a generic job ad, interview a handful of people, go with their gut, and hope for the best. And when it doesn't work out, they blame the hire — when really, the breakdown started long before anyone walked through the door.

In this Thursday 5er, I'm walking you through the four-part hiring framework we use and...

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What happens when a nurse practitioner with decades of clinical experience goes to her own provider — and gets dismissed?

For Marla Osner, it lit a fire. After navigating her own perimenopause journey without answers and eventually getting the diagnosis she suspected all along, she looked around and realized: if this can happen to me, it's happening to thousands of women who don't have my background. That realization became Eclipse Total Health — a whole-body hormone and regenerative medicine clinic in Pennsylvania that Marla opened just over a year ago.

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Most clinics pour everything into the first visit — and then go silent. The problem? Patients judge your clinic as much by what happens between appointments as what happens inside the room. And that silence? It's costing you patients every single month.

In this Thursday 5er, Jody breaks down the three-bucket follow-up framework that the fastest-growing hormone and functional medicine clinics are using to keep patients loyal, reduce no-shows, and turn satisfied patients into referral machines — all without adding a ton of extra work to your plate.

...

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You're spending money on marketing — or at least investing your time in it. So why are leads still falling through the cracks? In this final episode of the POWER Framework series, Jody reveals the one hire that has the highest ROI of anything she's seen in hormone and functional medicine clinics: a dedicated patient liaison.

This isn't a nice-to-have. This is the revenue role your practice is missing — and in this episode, Jody breaks down everything you need to know to build it right, from scratch.

...

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What if you only needed four ideas to market your clinic for an entire month?

Most clinic owners think marketing means constant creation — new posts, new emails, new ideas, every single day. No wonder it never gets done. In this Thursday 5er, Jody breaks down a simple, sustainable content system that starts with what you already know and turns it into weeks of consistent, authentic marketing — without adding hours to your plate.

Pulled straight from the From One Lesson to Many course inside The Accelerator, this episode gives you the...

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You've been sending in questions — and this time, we're answering them.

In this Special Edition episode, host Jody Layne is joined by her longtime business partner Patrick Dermody for a rapid-fire Q&A covering the questions that have been flooding in from hormone clinic owners and providers just like you. Patrick served as general manager at the clinic in Orlando that Jody has referenced throughout the show — the one that grew from 200 to over 1,000 patients — and together they bring a combined perspective that's equal parts strategic and practical.

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What if doubling your clinic income had nothing to do with seeing more patients — and everything to do with doing things differently?

In this Thursday 5er, Jody breaks down the five core secrets she's seen transform hormone and wellness clinics from stuck and exhausted to strategically profitable. This one's pulled straight from the 5 Secrets to Double Your Income course inside The Accelerator — and it might be the most practical 5 minutes you spend this week.

If you're working hard but your income feels stuck, this episode is for you.

To...

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What happens when a hostage negotiator, Army veteran, and first responder becomes a hormone clinic owner? You get one of the most grounded, intentional, and genuinely effective practitioners in functional medicine — and that's exactly who Megan Miller is.

Megan is a family nurse practitioner, integrative health and hormone optimization expert, and the founder of FitLogic Functional Medicine in Buda, Texas. But her path to practice ownership is anything but conventional. Before building her clinic, Megan served in the military, worked as a first responder, and trained as a ho...

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What if you planned your entire year of marketing in one afternoon — and then let other people do most of the promoting for you?

That's exactly what happened when Jody launched "Wellness Matters" at her Orlando clinic: a year-long monthly speaker series that grew exponentially because every guest speaker brought their own audience. In this Thursday 5er, she shares that story — plus a holiday party that accidentally boosted supplement sales for the rest of the year — and walks through the five-part framework behind clinic events that actually convert.

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What's the difference between a clinic patients tolerate and one they actually talk about? It comes down to experience — and whether you're creating it intentionally or just hoping it happens on its own.

In this episode of Beyond Hormones, the Business of Wellness, host Jody continues the POWER Framework series with a deep dive into the E: Experience. This isn't a conversation about being nice to patients — it's a strategic breakdown of how to engineer a patient experience that builds retention, generates five-star reviews, and sets your clinic apar...

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The person calling your clinic isn't just curious about hormone therapy. They're tired. They've Googled everything. They've been told by their doctor or their family that maybe this isn't necessary. And now they're on the phone with you — and how that conversation goes will determine whether they become a patient or just another unanswered voicemail.

This is Part 2 of Jody's Thursday 5er Sales Series — and this episode is built for Patient Liaisons. Whether you're brand new to the role or you've been doing it for years and want to level up, this...

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What happens when the person who built the systems behind your clinic is also the person you go home to every night?

In this episode, Jody sits down with someone she's never officially had on the show — her husband, business partner, and co-founder of Accelerated Medical Practices, Jamie Layne. Jamie is a serial entrepreneur with a background in software, technology consulting, and digital marketing. He's the analytical mind that helps AMP's clinic owners build scalable, sustainable businesses — and he brings a perspective on the hormone and longevity space that most clinicians have...

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What happens when a new patient finishes their consultation, walks to the front desk for pricing — and the front desk is juggling three other things, the lobby has zero privacy, and nobody has been trained to have this conversation? That patient walks out the door. And you may never see them again.

This is Part 1 of a two-part Thursday 5er Sales Series — and it's one of the most important business topics Jody has ever covered on this show. If you're a hormone clinic owner or provider, this episode is your blueprint for...

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You can have the best systems, the sharpest positioning, and a beautiful clinic — and still struggle, if the people inside it aren't the right fit.

That's what this episode is about.

This week on Beyond Hormones: The Business of Wellness, we're diving into the third pillar of the POWER framework: Workforce. And if you ask me which pillar matters most, this is it every single time.

I learned early in my career that the most important asset in any business isn't the product, the marketing, or even th...

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Be honest — when's the last time you walked out of a meeting feeling totally clear, energized, and ready to execute? If you're struggling to remember, this one's for you.

In this Thursday 5er, I'm breaking down why so many clinic meetings fall flat — and it's not because your team doesn't care or you're too busy. It's because most of us in healthcare were never taught how to actually run a meeting. We see fewer of them than other industries, which means less practice, and more meetings that leave everyone confused, frustrated, or j...

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​​What if you never had to market your practice again — because the right patients were already finding you?

That's the vision behind Saha Collective, a wellness matchmaking platform built by Alenka Kyslik. After spending years and trying over 50 different treatments trying to heal her own chronic health struggles, Alenka combined her 15 years of software and product expertise to build something the wellness industry has never had: a smart, human-centered platform that matches patients with providers based on symptoms, healing stage, lived experience, and personal preferences — not just a Google search.

In thi...

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Your culture is your operating system — and most clinic owners never build it intentionally.

In Episode 47 of the Thursday 5er, we break down five practical systems pulled directly from The Accelerator that help hormone and wellness clinic owners build teams that stay engaged, take ownership, and show up for your patients.

We cover the weekly huddle format that creates accountability without micromanaging, the quarterly co-create meeting that turns staff into project leaders, a simple 30-minute review structure that actually develops your people, how to invest in your team without fe...

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In Episode 3 of the POWER series, Jody Layne tackles the operational pillar that makes or breaks a growing hormone and wellness clinic — and it's not the software you're using.

Most clinics have the tools. What they're missing is documentation.

In this episode, Jody walks through why clinics fall into chaos as they scale, the one simple habit that prevents it, and a real-world system she used in her Orlando clinic to manage process improvements without creating confusion.

You'll learn:

• Why undocumented processes are the hidden sour...

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Most hormone and wellness clinic owners are incredibly busy seeing patients and running their practices — but many are still guessing when it comes to building a team that actually drives growth.

In this episode of Beyond Hormones: The Business of Wellness, Jody Layne shares the 4x4 Growth Formula — the strategy of hosting four intentional, full-day team meetings per year — and how this one practice can transform your clinic's culture, communication, and profitability.

You'll learn:

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What happens when your patients are doing everything right hormonally — but still not feeling better? The answer might be hiding in plain sight, and it has nothing to do with their labs.

In this episode, Jody sits down with Lexi Reed, PhD, founder of Mind Art Wellness and creative wellness coach to high-achieving women in STEM and corporate environments. Lexi built her business after her own burnout during the pandemic — and what she discovered is directly relevant to every hormone and functional medicine provider listening.

You'll learn:

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Most hormone and wellness clinic owners are working incredibly hard — but many are unknowingly losing tens of thousands of dollars every time a team member walks out the door.

In this episode of Beyond Hormones: The Business of Wellness, Jody Layne breaks down how Core Values — when done right — become one of your most powerful profit tools. She shares a real story from her own Orlando clinic that shows exactly how a strong culture protects everything you've built.

You'll learn:

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If your clinic feels busy… but the numbers don’t reflect it… this episode is for you.

In this second episode of the POWER Framework series, we’re diving into the first—and most misunderstood—pillar of building a profitable, sustainable hormone clinic: Positioning.

Most clinic owners think positioning is about branding—your logo, your website, your social media. But the truth is, positioning goes much deeper. It’s what determines whether patients choose you… or compare you on price.

Inside this episode, I break down the three core element...

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Most clinic owners don’t have a patient problem… they have a pricing problem.

In this episode of the Clinic Accelerator Series, Jody breaks down one of the most overlooked—and most dangerous—mistakes hormone clinic owners make when building their business.

If you’ve ever felt like:

This episode is for you.

Jody walks through the real reason clinics struggle financially...

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If you’re a high-income provider but still feel stuck… this episode is for you.

In this conversation, Jody Layne sits down with Dr. Christopher Loo—physician, investor, and host of the Financial Freedom Podcast—to unpack why so many successful professionals still feel trapped in their careers… and what it actually takes to create true financial freedom.

From student debt and lifestyle inflation to lack of time freedom and limited options, Dr. Loo breaks down the real reasons physicians and providers struggle to feel in control of their income—and...

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Most hormone clinic owners don’t struggle with setting goals… they struggle with actually achieving them.

You know what you want:
More patients.
More revenue.
A smoother-running clinic.

But without a clear plan, those goals stay stuck as ideas—and over time, that leads to frustration, wasted resources, and stalled growth.

In this episode of the Clinic Accelerator Series, Jody breaks down why goals alone aren’t enough and walks you through a simple, practical framework to turn your goals into an actionable plan your cli...

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There’s no shortage of advice online about how to grow a wellness clinic.

From marketing hacks to promises of million-dollar practices working three days a week, the noise can be overwhelming — especially for providers who were never taught business in medical school.

In this episode of Beyond Hormones: The Business of Wellness, Jody Layne introduces the POWER Framework, the system developed after helping grow a hormone clinic in Orlando to over $4 million in revenue and later implementing the same approach in clinics across the country.

The POWE...