Radio Front Desk

How to find your people and grow your clinic through community (with Destin Jones from Jane App)

• Jane.app • Season 2 • Episode 25

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What if building your clinic’s community could feel natural, and maybe even fun?

In this episode of Radio Front Desk, Denzil sits down with Destin Jones, Jane’s Head of Community and Events, to unpack what “community” really means for clinics. 

Destin has spent her career figuring out what actually makes people come together, and in this episode, she shares how to make authentic connections with your community (and why it matters). 

Here, we’ll unpack the deeply human side of community building: where to start, how to keep it real, and why you don’t need to be everywhere to make an impact.


What You’ll Learn:

  • How to find and meet your community where they already are 
  • Why an authentic, consistent connection beats being “everywhere” on social media
  • The difference between marketing to your audience and building with your audience
  • How to use AI to handle your “marketing chores” so you can focus on real relationship-building


Guest Bio

Destin is the Director of Community at Jane. Destin has been working in tech and community for over 15 years and is a passionate advocate for community-led growth and how community can help businesses big and small connect with their customers in a real, human way to build authentic relationships while also achieving their goals. She is based on Vancouver Island with her husband, daughter, and their grumpy but lovable beagle-corgi cross, Walt.


Resources mentioned


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In this episode, Destin reminds us that community isn’t built by being everywhere. It’s built through genuine connection. The same goes for your patient relationships. Staying connected between appointments doesn’t have to feel overwhelming or impersonal.

That’s why Jane built Secure Messaging. It gives you an easy, PHIPA- and HIPAA-compliant way to keep in touch with your patients — to answer questions, share resources, and continue supporting their progress, all from right inside Jane.

Learn more about Secure Messaging


Disclaimer: This podcast is for informational purposes only and should not be considered as professional medical, legal, or financial advice.


The views and opinions expressed in this podcast are those of the guests and do not necessarily reflect the official policy or position of the podcast host or its affiliates.


SPEAKER_00:

But the sixth thing is always humans. And what humans like last week doesn't mean they're going to like this week, especially online, especially in community building, especially in marketing. Sure, we could look at the best Super Bowl ad and be like, we're just going to create that one again, but it's not going to resonate the same for your brand, for your company, for your personality.

SPEAKER_02:

Welcome back to Radio Front Desk by Jane App. I'm your host, Denzel Ford. There's this idea that community just happens. That if you open your doors, post on social, or send the right email, people are gonna just naturally gather. But anyone who's ever tried to build one knows that's not how it works. Our guest today is my friend and colleague Destin Jones. She leads our community and events team here at Jane, and she spent her entire career figuring out what makes people come together. In this episode, we'll talk about building a community around your practice, where to start, how to stay authentic, and why you definitely don't have to be everywhere to make an impact. Let's get into it. Welcome to Radio Front Desk. How are you doing today? I'm good, Denzel. Thanks for having me. I'm excited to be here. So we work very closely together. You are on Jane's marketing team heading up community and events. I know you've spent your career building communities. And I think if I get this right, it goes all the way back to your residence life back at SFU and leading community strategy now in tech. I'm curious to hear what is it that really got you hooked on the idea of community?

SPEAKER_00:

Yeah, well, first off, I love that like deep dive. It's like very for our Canadian friends, like a Nardoir um interview tactic, which I really love. But yeah, it's it's a really interesting thing about I think anyone that works in community, or a lot of people you'll find, you'll talk to them and they'll say, you know, I got my community manager title at this point in my career. But actually, when I looked back on it, I was always doing things that built community. And so even for me, even before I started working, there's volunteer opportunities, or there was things in high school like being on student leadership and those types of things. But yeah, I think really I started experiencing that at university on in the sort of the residence life space. But I didn't, there was no such thing as a community manager back there. There was no job of community. And so it didn't really trigger for me until years later when I started exploring a career in marketing and communications, and I was working in a nonprofit. And so I had worked a little bit in a few other jobs in that space, but I really wanted to work in nonprofit. That's where I originally started my career. And I joined a nonprofit where my family had donated for a long time. It was a cause that my grandma suffered from one of the conditions that they raised money for, COPD, and so it was a lung health charity, lung health nonprofit. And when I was there, the CEO was really interested in expanding the donor base. So we had a donor base that was a certain population, and we wanted to expand and see if we could attract new donors because that's always the point. It's obviously you want to get your message out there, you want to help more people with more donations. And so for me, I had a bit of an aha moment at that point in time. I was like, we have this donor base, and they were a little bit older. And I thought, what if we could get their kids and their grandkids? What if we could build this community of donors, like connect everyone together? And so that was my aha moment of sort of community building. There still wasn't at that point in time, I didn't realize there was a job that was community management, but that was where it really started for me. That's also where social media started being a thing for business. So I realized, oh, we could take this to Twitter, we could take this to Facebook, we could start connecting people together. And so I stayed there for a while, but I also really had a love and a passion for tech. And I ended up working at Hootsuite in their community department. And that's where it really started and led me to where I am at Jane.

SPEAKER_02:

Can you tell me about a time, like a specific time when you felt the power of community most clearly?

SPEAKER_00:

I think, you know, in every place that I've worked, I've had this really phenomenal moment to see the power of community. Hootsuite's a great example. We were able to connect with people across the globe. So when I when I worked there, I worked in what was called the freemium community space. So all of our free users, and that was millions of people around the world. And so we did what we called hoot ups instead of meetups where we would get people to get them. Oh, I remember this.

SPEAKER_02:

Yeah. I have heard of these, yeah. And people would heard them together.

SPEAKER_00:

And it was, yeah, it was our version of a meetup, and we would our our community would volunteer to get together and learn about social media marketing with one another, which was so phenomenal. And then I worked uh years ago at a fitness app, which I wasn't sure what community building would be like at that company. But what was really incredible was the our customers, our users of the fitness app, would join our community and our community group and talk about how the app was impacting their life in positive ways. So I would hear stories from people using the app that would say, I, you know, I'm a grandma of three and being able to do these workouts at home have given me more energy and more strength to play with my grandchildren. Or, you know, this was this helped me get to a place physically where I'm able to do this new activity. Like I wanted to take up hiking. And so it was so much more than just uh a workout app. It was really something that was empowering people to do the things they wanted to in their lives, to take the next step. And then at Jane, it's been so incredible because I've we have our customer community. And I've never worked in a community where people are so supportive of one another. I obviously in the fitness app, they were very supportive of each other there too. But at Jane, it's so interesting to see people in this completely non-competitive community. They're all working in similar spaces. You know, we have Kairos in there that are working in the same space in the same region. We have massage therapists. But if someone's asking for help, no one looks at them as like a competition business. They're looking at each other to support one another. So they come in there with questions about how to use Jane, but they often come in there with questions about, you know, I need advice on making my first hire. What should I do there? Or, you know, I've had a really rough day today with this thing that happened. Maybe it's something with uh someone at their clinic or just something personally. And the community steps up and supports them. And I've never seen such a positive corner of the internet. Uh, you know, there's the community is just so delightful and so supportive of one another that that's truly changed my perspective on community building from this time at Jane. I I can't really explain exactly what it is other than seeing that you can get people together on the internet in a way that doesn't have to have any negativity. You know, people come with questions and critiques, but really they are 100% there to support each other, which has just made me so delighted as a community professional.

SPEAKER_02:

Let's dive into that a little more. What do you think what work do you think community can really do for clinics and and what does it mean to you? Um, and I think I'm asking both from like just what you're talking about, this social component, but also from a business perspective.

SPEAKER_00:

Yeah, I think community is all about relationship building. So it's and it's about having a conversation back and forth. Practitioners, clinic owners, they can use community in so many ways. But one of the first pieces of advice I always give to people is find out where your community is. Where does your community live, and then build community there. So if your community is on Instagram, it's a great place to build community. If your community is on Facebook and uses Facebook groups, that's a great place to do it. Don't try and take them to another place where they're not actively already engaged there because it's really challenging to teach people and encourage people to take new actions and do new behaviors. But if they're already somewhere, like Instagram, we'll go back to that one because that is very popular in the in the health and wellness space. That's a great place to start.

SPEAKER_02:

And who is in a community for a clinic typically?

SPEAKER_00:

Yeah, I mean, I think it depends on the persona that you're building it around. So some practitioners build a community around themselves as a say practitioner, but connecting to other practitioners. So they're more building a professional network together in that scenario. So they're connecting with other practitioners for learning, for advice that also can turn into referral networks, things like that. But for other clinics, I think a really common way to do that or other practitioners is building it for patients and potential patients or potential clients. And so it's not just sharing these are our opening hours or this is this is the directions to our clinic, but really finding out what does your community want to hear about and what do they want to know. A lot of that is getting to know the people behind the practice. So who are you and who is a team? And then also talking about your offerings. And then you can always give away some knowledge for free because just because you share some tips on if you're a physiotherapist, you share some tips on stretching or whatever that might look like, that doesn't mean you're going to discount customers from from coming to you. If anything, they're going to, they're looking for a practitioner that they can connect with. They're looking for someone that that they resonate with. It's so important that you connect on a personality basis as well, as I'm sure every clinic owner and practitioner knows. And so this is, you can think of this as another sort of additive to things like uh Google reviews where you can be listed as a practitioner, and this is another great option. And it it comes from you and it's very organic and it shows the personality behind you.

SPEAKER_02:

Is there any clinic? I don't know if you want to name them or not, but just even just describe that that stands out to you that's doing community well.

SPEAKER_00:

Yeah, I mean, MyoDox is incredible on that front. They have really fantastic community building like across the board from their social media to their events. It's a bigger clinic, obviously, but I think smaller clinics can learn for what bigger clinics do, and vice versa. There's really great opportunity there. And then I'd be remiss if I didn't shout out some of our Jane ambassadors. They have incredible community building. So uh a few, I mean, I can list them all, but a few that really stand out to me are Emma Jack. She does a really great job on that front. What is Emma doing? So Emma does a really great job of being Emma online. You know, it's really phenomenal. She's got a really shout out to Emma. Yeah. But you just, you know her, you see her social media and you really connect with her. She shares a really personal side of who she is. And so I think for patients or clients, they really know who they're going to go see and they really resonate with her. And then she offers valuable tips and insights and offerings like that. And so I think that for her, that really, really works. That's a solo practitioner, obviously. But then there's other opportunities where if you're a business, you have that opportunity. And again, I'll go back to myo detox, but they are they are quite a large organization. But again, I think you can distill down from that for what might work for a broader clinic where you can showcase multiple people and she'll still show that personality behind it.

SPEAKER_02:

Yeah. Another one that comes to my mind is Dr. Kellen in New York City. And he has, I think, four clinics, and he's a sports physiotherapist. So he's all about going out and finding athletes, Lee, to your point about where are the people already. His is a great example though, because it's not online. And it's something that I'm trying to bring out more the more I talk to practitioners and think about what we're trying to do here, how to help people help people build their businesses. Some of it sometimes is super online, and sometimes it's not. Sometimes you gotta get out and like talk to real people.

SPEAKER_00:

Totally. No, and I had the pleasure of meeting Dr. Kellen way back in New York in one of our community events, in-person events. And that's how Dr. Kellen became part of the Jane ecosystem and how we connected with him. And it was that in-person event, and he and I chatted about that then. And I think that's a really excellent option because you don't exactly that, you don't have to build community online. It doesn't work for everybody, but there are so many opportunities to get out there and take your practice and take your business to places where where your customers, your patients, your your clients might be and build connections or other practitioners to build that network together.

SPEAKER_01:

Yeah, totally. Hey there, Christina here. Just a quick moment to share that this episode is brought to you by Jane. We know how much heart you put into building a practice you're proud of, and that's why we're here. To make things like scheduling, charting, and payments run a little smoother. If you'd like to take a peek, head to jane.app forward slash pricing. Because we love a good bonus, don't forget to use the code RadioFrontdesk for a one-month grace period. Okay, I'll keep it short and sweet. Back to the episode.

SPEAKER_02:

Well, let's switch gears a little bit. There's this undertone in my mind as we talk of the pressure to be everywhere. So be online, don't, be in person, or don't, or be both. And then there's this sense of people really trying to run businesses and then adding the community element. It's a lot of work and it takes planning and time and attention. So when you hear the phrase you need to be everywhere, what's your reaction to that?

SPEAKER_00:

No, definitely not. Hard no. Um, for a variety of reasons. And I'll go back and share a story from my own experience. So years and years ago, I left Twitter because I wasn't getting value out of it. There are other people that do. It is great. You mean personally? Uh personally, yeah. I wasn't getting value out of it personally. I wasn't building community. What I actually realized I was doing was only going on there to tweet at companies when something was wrong. So, say my jacket, the zipper broke, I would go there and be like, oh, I'll just tweet at the company and tell them. And then that's how I'll get my customer service. I was like, this is not a good use of this platform. And I also felt like I would often liken it to shouting in a crowded room at a party. And I didn't feel like there was conversation happening for me. There wasn't community building. Other people do it, and it really works for those people. I wasn't using that platform properly. I wasn't engaging properly in that community, in that ecosystem. And I realized that just wasn't helpful for me. And so I left that platform a while ago and I looked at what made the most sense for me and where I found the most value. And so definitely you don't have to be everywhere. I'm a huge advocate of doing one or two channels well and seeing what works for you there. Some people are able to do it all, and that's great. It fits within their style, it fits within their personality. But again, I'll go back to what I said before. Go to where your community is. So if they're on LinkedIn, great. That's a great place to build some community. If they're on YouTube, amazing. Let's put videos on YouTube. Let's showcase who you are, Instagram. But you definitely don't have to be everywhere. And it's important to also not feel like you have to get caught up in the trends, like to do everything that's trending or figure out what's working on that front and try and like mold yourself around that. Do what works for you. And if and if you like doing it, because I also think community building should inherently be very fun. And if you're not having fun, then maybe you shouldn't do it, or maybe you should pick other channels. But community building should be delightful and fun because you're getting to build these relationships and connect with people. And so if just doing one channel or two channels is going to make it more fun with you for you, I'd highly recommend that.

SPEAKER_02:

So if someone wanted to get started, how could they start taking their first steps and get started and like just small starts?

SPEAKER_00:

I've chatted with customers of Jane before, community members, and asked them how do you fit it into your schedule? I think I might have even talked with some ambassadors about this that do a lot of social media. And they often say they schedule it into their day. So they build a break into Jane and into their schedule. And this is their social media time because otherwise it ends up being at the end of the day after work. And so if you have the ability to do that, to build that into your day, that's a great way to get in the habit. I would say again, start with once a week and see if you want to build up from there, but set aside that time to create content or engage. I think that's another really important part of it is it's not just putting stuff out there. It's that relationship that we talked about. So maybe you're not initially creating a ton of content, but you're engaging with other people. You're seeing where you say you're going to go on Instagram or YouTube or Reddit, wherever you think is the best place to start, and look for conversations you can be a part of to share your expertise, to share your personality, to share some tips and insight. And I think that's a great way to also see if you want to do it. And then also on the other side, try that offline community building. Go to some events, go to local events where it's for small healthcare businesses or uh specifically for physiotherapists or massage therapists, or maybe it's something around tech and healthcare, whatever appeals to you, and start building your community that way. And then you'll find what feels most natural to you.

SPEAKER_02:

Why do you think marketing has there's like this one way to do it, or you should be doing all these things? Where does that come from?

SPEAKER_00:

Kind of a random question, but I'm just curious what you think. I mean, I think in part, I would say I think it comes from when you see success and people want to emulate that. So if you think about social, when you see a video that's gone viral, people are like, how do I do that? I want to copy that and make that happen. And I think it's there's this hope that there is some sort of checklist that you can do that can make it work without the reality that you can get as far as a checklist. There probably is a list of five things, maybe in certain things, but the sixth thing is always humans. And what humans like last week doesn't mean they're gonna like this week, especially online, especially in community building, especially in marketing. Sure, we could look at the best Super Bowl ad and be like, we're just gonna create that one again, but it's not gonna resonate the same for your brand, for your company, for your personality. And so, like I said, you can do some of the checklist, but your the latter part of the checklist is really like what works for you in your community.

SPEAKER_02:

Yeah. Guaranteed on that checklist is two specific platforms, Instagram and TikTok. So, how would a clinic choose between those two things? What is going on right now between those two platforms? Yeah.

SPEAKER_00:

So I listened to a podcast recently that was talking about TikTok in a different way that I hadn't thought about before, that was it was more of a commerce app. I'm not 100% sure how I feel about that idea, but it was much more around the idea of shopping. And when you look back at some of the trends that have come up on Instagram, they're often around an item to purchase. So the Stanley Cups, Stanley Cups, not the hockey Stanley Cup, but the Stanley Cup mugs trend. The there's a couple other ones where it was much more around like draw it seemed to be driving purchasing around these items. I think there's also, I don't know how to pronounce it, the luba loos, the scary bear bunny dolls. I don't even know what they are.

SPEAKER_02:

I'm really out of touch, by the way. I don't know what you're talking about.

SPEAKER_00:

And so it's interesting. I have no idea if I if I believe that perspective, but I thought that was a really interesting take on that, that a lot of it is around sort of building on these trends. And so that's a bit of a challenge. But I do think there's some really delightful things happening on there where you can show a lot more personality and do things that are fun. I think Instagram is really ingrained in the health and wellness space. So I think I think it's a great one to start with. Also, because it's not as reliant on video content. TikTok really is video content, which is a bit harder to get in the habit of creating. And so if you want something that maybe would be a little bit easier to fit into your day or something to test the waters on, I think Instagram is a really great place, knowing that you don't want to be putting the same content on both channels. It's just not the same audiences. You do see a lot of that. You see a lot of the same content in both places. It works for some people, but I think being mindful of what your audience wants on both of those those places and trying to think about when if you use TikTok, especially too, think about yourself if you use it and you want to build community on there. What are you doing and how are you engaging? And then create content that you would probably also want to see and engage with. But I think Instagram is a really great place. It's just, it's such a good place for the health and wellness space. It also gives you more opportunity for searchability. People use it a little bit like Google these days. So they'll go in and they'll search for, you know, physiotherapist or chiropractor and their city name, Vancouver. And if you build out your profile properly, you'll show up more often in those types of things. Plus, you have the opportunity to include various links in your bio to drive people to your booking site or your resources or whatever that might be. So it almost functions as like a little mini website. So I think it has a much more like holistic offering versus TikTok, which is much more in-the-moment content creation. What kind of posts on Instagram right now are getting a lot of engagement? Yeah. Carousel posts, carousel image posts are having their moment again, but it really does ebb and flow.

SPEAKER_02:

And then can you explain what a carousel post is?

SPEAKER_00:

Yeah. So it's one of the posts on Instagram that is multiple images. And so and you swipe through. So static images are the single posts, and carousels are multiple. And it can also include video in there as well, but it's multiple images or videos. And they're having a little bit of a moment right now. So it's it's something that's worth considering to layer in. It allows you to give more information to your audience as well and carry them through a story on that post.

SPEAKER_02:

How important is the story function?

SPEAKER_00:

Yeah, so a story is a time-bound post. So it's only live for 24 hours. You can save it to a highlight so it can stick around longer. But what it just kind of depends on how your audience engages. But the story is really great because when you open the Instagram app, you'll see it at the top as highlighted as new content. So it really draws the eye and draws people's attention. I would, I was talking with Hannah, our social media manager, recently, and we there was some information that she came across that was brands are trying now to have one story post every day. So you have one new piece of content in your story every single day. Yeah, but just the one. Like you don't have to have six or seven. You can have just one post in your story. It keeps it fresh. It's also a little more flexible in terms of the type of content. It's a little more raw. You don't have to worry about editing as much. You can. You can put like fully edited graphics in there, but people are also anticipating, you know, someone talking to the camera or more like drawing on the images, you know, much more opportunity to be flexible and show a bit of personality. But it is that thing that when someone opens Instagram, it really draws the eye. When I go on Instagram, sometimes I only go through my stories. I don't even look at the feed because I want to know like, what did what is Denzel talking about right now? What is what is happening with our Jane team Instagram? What's happening with some of the brands that I like, especially are there any deals or anything that I might want to do some shopping?

SPEAKER_02:

I love that. So, how can AI help a clinic speed up or keep up with, you know, whatever cadence they set for themselves?

SPEAKER_00:

Yeah, there's a I I gave a talk on community building recently and I included this tweet that I love so much about AI, which was something I'm gonna paraphrase, but it was something to the effect of I don't want AI to be creating art and music for me. I want AI to help me do, you know, like my help me do my taxes or help me do my basically admin work so that I can create art and music, so I can do that. And so I think about that a lot in that you want AI to basically help you do the chores, help you do the laundry of your marketing work, your community building work. And so for building community online, especially if you're looking to create posts or content, AI can really help you craft some of that. I would say you obviously want to still continue to edit it in your own voice and build your personality behind it, but it can really help you with those chores of the marketing and community building space. And it can also be a great partner to bounce ideas off of, ask what's trending, get some feedback on something. I use it in that way in my in my own life for you know, asking it to give me feedback on something or generate some suggested topics or headlines for things if I'm trying to like work through something. So I think that's a really great place to do it. But yeah, I highly recommend getting AI to do some of your chores for you. It's very helpful.

SPEAKER_02:

So if someone's a clinic owner is afraid of being left behind in this process of building community, how would you recommend that they double down on what feels right for them?

SPEAKER_00:

Yeah, I mean, first I would say don't be afraid of being left behind. Like you don't have to keep up with the Joneses as it as it were. Like you don't have to do those things. Find what really works for you and double down on that thing. So if it is going to in-person events, go to that, do that. But don't feel this pressure to be everywhere all at once because you just don't have to do that. But if other things are working for you, think about that too. So if your newsletter is doing phenomenal, that's great. It can do a little bit of community building, but it isn't that relationship building, that one-to-many conversation. But you can get replies, you can have conversations with people through that. That's working for you, great. Do that, spend more time working on that. But if you're finding that social media is working really well or having events at your space is working really well, continue to do that. Do what makes the most sense for you, but also don't be afraid to try new things and experiment. And it's okay if you do social media for a bit, but then eventually decide it's not for you. I would recommend considering archiving your channels or putting a post on there to tell people where to find you. Because if you are inactive for a long time, people might think that you don't have a business anymore. So that's just something to be mindful of is if you say use Instagram for a while and then decide to move off of it, just make sure you maybe have a pin post on there that says like how they can still connect with you, um, just so that that's really clear for your community.

SPEAKER_02:

Yeah, I love that tip. Uh, I also want to shout back out to the newsletter. You're right, it doesn't create like this too much of a back and forth engagement. But what it does do is it it just keeps you top of mind. Like our newsletter, I can tell people are out there listening, even when they don't write back every time. And then every like third or fourth one, they'll write back and they're like, oh, by the way, I read your newsletter all the time, right? And so it's one of those ones where the engagement is more subtle. And then you can use these other channels to help create the two-way communication.

SPEAKER_00:

Yeah, and to that point, I think newsletters and and anything on social, you can look at those statistics. You can go into your email provider and see are people opening it? Are they clicking through? Yeah. And the same with social media. And what you can do, it's a little bit harder with a a newsletter, but you can see where people are clicking and what they're engaging with. But on social, you can see what type of posts are resonating with them. So, some of the for us, for on our side, what I really like to see for Jane is are people sharing and saving that content? For me, that means that they've found it valuable enough that they want to return to it, or they sent it to someone else and said, hey, check this out. So those to me are really important engagement metrics. I, you know, likes and comments are good. You know, that's that's great to see, but I love those two, those two points because for us, we're trying to share content that our community is going to find valuable and probably referenceable. And so those are two metrics that I really like to look at when when we think about social.

SPEAKER_02:

It's another layer to what we were talking about before, which is what is the value that you're giving to people when you're making this content? Because that's what it is gonna keep them coming back, keep them engaged, keep them wanting to hear more from you.

SPEAKER_00:

Yeah, absolutely. And maybe for clinics, it's more around comments. Maybe they are in the post they're trying to engage in in a conversation and that's more community building. That's great. And we look for that in some of our posts as well. Um, but in terms of like the quality or content of the content we're looking, yeah, to have shares and saves.

SPEAKER_02:

What if somebody has been doing this sort of community building for a while, but they're seeing like a little bit of a lag or you know, like energy kind of starting to fizzle out? What would you recommend to like pick it back up again?

SPEAKER_00:

I mean, I I think you really should build your community with your community. So we ask our community what they want to see, what they're interested in. I would do the same. I would I would ask the community. So if you're building your community on Instagram, you can use the stories function or you can use a post or you can do both and ask them what sort of content would they like to see? Or maybe you can see some of your most active uh community members and you can reach out to them and see ask them what type of content would they find valuable? What would they like? Again, going back through the the metrics of whatever tool you're using, whatever platform you're using, and seeing what's really resonating and engaging, and then doubling down on that. And if things aren't working, uh figuring out maybe what that was. It might have just been the type of the post, maybe it was a static image versus a carousel, or maybe the video performed really well. So seeing one, what type of content's really working, what type of topics are really working, um, and and see what you can build on there. And then again, I'll go back to my suggestion before of seeing what else is out there and what's resonating with people and seeing what you can learn from that. So other practitioners or other brands that you really like and seeing how you can sort of learn from from the successes of others and bring that back to your own community building.

SPEAKER_02:

So, in your time at Jane, what is the hottest tip you could give everyone listening to this in terms of a clinic building a community?

SPEAKER_00:

Oh, that's such a good question. The thing that I think is most important is just being so authentic, being yourself. And so I've had conversations with practitioners before about being themselves online and building community around that. Do they do you want to build community around yourself? Do I want to build a brand around Destin, or do I want to build a brand around my clinic? Some people feel a lot of stress and pressure having to be on and be a personality all the time. And so maybe it's more so building community specifically around the clinic, which allows you to tap into more people at the clinic as well. But whichever way you show up, really authentic, really human, really helpful, that's what people are looking for. And that's what helps build that engagement because people don't want to build a relationship with a robot. They don't want to build a relationship with AI. They're looking for that human side. And so we see that in our community as well. One of the things that I often hear is that it can be a lonely profession, especially if you're a solo practitioner or working in a small business. And so they're looking for real human connection to ask their questions of and to build this with. And so really just making sure you're you're building that space. That's what community is all about. It's it's connecting people together. And a lot of times that also means taking people from the online world into the offline world and getting them to an event or connecting with them in person, or in this case, bringing them to your clinic for treatment and connecting with them in person. And so just keeping that top of mind that it really is about building relationships and authenticity on that front and not focus too much on just, like I said before, producing a ton of content, trying to do something every day. That's not the most important thing. The most important thing is being genuine. I love that.

SPEAKER_02:

That's it for today's episode of Radio Front Desk. Huge thanks to Destin for joining us and sharing all her insights. What I love about this conversation is how simple Dustin makes it sound. That building community doesn't have to mean doing more, it just means showing up as yourself. If you want to learn more about building your own community, check out Dustin's community playbook. You can find the link in the show notes. Thanks for tuning in and we'll see you next time.