Beyond Hormones, The Business of Wellness
Running a hormone or wellness clinic is rewarding — but let’s be honest, it can also feel overwhelming. That’s where Beyond Hormones: The Business of Wellness comes in.
Hosted by Jody Layne, co-founder of Accelerated Medical Practices, this podcast is here to help providers build thriving, profitable practices without losing sight of why they started. With over a decade of experience in marketing, sales, and business development — and after working with hundreds of clinics — Jody brings both expertise and encouragement to every episode.
You’ll hear candid conversations with clinic owners who’ve been in your shoes, expert interviews with professionals who share tools and wisdom to help your practice grow, and Jody’s own insights from years of working behind the scenes in the hormone industry.
If you’re ready to feel more confident, more supported, and a little less alone on the journey of business ownership, you’re in the right place.
Beyond Hormones, The Business of Wellness
Ep #53 - You're Not Selling Hormones — You're Selling Hope (A Guide for Every Patient Liaison)
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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 is the training resource your clinic didn't know it needed.
Jody walks through the full patient sales journey — from the emotional state of a new lead, to the first phone call, to supporting the consultation, to handling hesitation, to keeping a pipeline organized and working. It's warm, it's practical, and it's packed with real language you can actually use.
Topics covered:
- What this role really is — and what it isn't (hint: it's not front desk work)
- Understanding the emotional journey your patient is on before they ever pick up the phone
- First contact best practices: phone calls, texts, emails, and follow-up rhythm
- How to support the consultation before, during, and after
- Objection handling — real rebuttals for price, timing, trust, and competitor concerns
- How to work your pipeline so no lead falls through the cracks
- Mindset, KPIs, and how to grow in this role long-term
This is Part 2 of 2. Go back and listen to Part 1 — From Consult to Conversion — which is designed for clinic owners building the structure around this role.
Both episodes pull from Jody's Sales Course inside The Accelerator at https://accelerator.acceleratedmedicalpractices.com/
Connect with Jody:
Website: https://acceleratedmedicalpractices.com/
Instagram: https://www.instagram.com/acceleratedmedicalpractices
The Accelerator: https://accelerator.acceleratedmedicalpractices.com/
This podcast is powered by Accelerated Medical Practices, where we believe hormone and wellness care should be both life-changing and profitable. If you own or run a clinic and are interested in being a guest on the show, please complete the form here and let's connect! Or email Jody at Jody@AcceleratedMedicalPractices.com.
🚀 Grow your clinic with proven systems at AcceleratedMedicalPractices.com
For more Insights and Tips on Growing Your Hormone Clinic, subscribe to THE AMP Report sent every other Thursday and follow us on social media for "almost" daily tips!
Last BUT DEFINITELY NOT LEAST, is your looking for the fast track to growing your clinic, check out The AMP Accelerator - A free membership site filled with on demand course content to allow you to learn what you need, when yo...
Welcome to Beyond Hormones, the Business of Wellness, the podcast for hormone and functional medicine providers who want a thriving, predictably profitable practice, and maybe a little less stress along the way. Hi, I'm your host, Jody Lane, and I've worked with lots of clinics in marketing, sales, and business development, and I have seen what works and what doesn't. And here's what I believe hormone and wellness care should be available to everyone who wants it. And while providers know the medicine, many struggle with the business side of their cash practice. And that's where I come in. See, this podcast is here to share real strategies, real stories, things you can implement in your practice right away. So I am so glad you're here. Come on, let's go. Before we jump into today's Fiverr, I want to tell you about the series these episodes are a part of. For the next few months, our Thursday episodes are a part of the Clinic Accelerator Series, where we share short practical strategies pulled directly from the courses inside the accelerator, which is our training platform for hormone and wellness clinic owners. Everything we teach inside the accelerator is built around our power framework: positioning, operations, workforce, experience, and revenue, the five areas that determine whether a clinic struggles or becomes predictably profitable. Today's episode is actually part two of our sales series. Now, if you caught last Thursday's episode, that one was for the clinic owner, all about why you need a patient liaison and how to build the structure around that role. If you're here now and you missed it, go back and listen. It's called Your Clinic is Losing Money Because Nobody Owns the Sale. And it's going to give you the full context as to why the role we're going to talk about today really matters so much. But today, today is for the person actually in the role, the patient liaison, the treatment consultant, the new patient coordinator, whatever your clinic calls this position, this episode is for you. And clinic owners, I want you to listen too because understanding what your patient liaison is navigating every single day will make you a better coach, a better leader, and definitely a better support system for the person who is out there converting your leads into patients. Now, what I want you to take away from this episode is actually pretty simple. This role is not about pressure. It's not about scripts, it's not about being robotic. It's about being the steady, warm, knowledgeable voice that a nervous, tired, sometimes skeptical person meets on the way to getting their life back. And when you understand that, I mean like really understand that, everything else you need to do will fall into place. Let's start with what this role actually is, because it's not a front desk job, it's not a call center job, it's not something you can give to AI, it's not a script reading job. This is a sales role built entirely on connection, relationships, and trust. Your job as patient liaison is to guide patients, not push them. You are the first real human experience many of them have after landing on a landing page or a website or seeing an ad. And these people calling your clinic are not in great shape. They're tired, they have mental fog, they may not have slept in weeks. They've probably been telling themselves for months or maybe even years that they're going to deal with how they feel eventually. And now they're finally reaching out and they could be nervous. Some of them have already been told by their primary care doctor that hormones aren't necessary. Some have Googled it and came across some really fear-based content. Some have partners or family members who are skeptical, telling them not to do this. And your job is not to argue with any of that. Your job is to listen, empathize, and gently help them see that they are in the right place. You're not just selling a treatment, you're helping someone get their energy back. You're helping them sleep through the night. You're helping them feel like themselves again. You could even be saving their marriage. That's the work. I want you to hold on to that. Now let's talk about what happens when a lead actually reaches out for the first time, because that first interaction sets the tone for everything. And the first thing you need to know, speed matters. Same-day response during business hours is the goal. These people are often reaching out to more than one clinic at a time. And the first person to respond is usually the one who's going to get the appointment. When you do connect, whether it's by phone or by text or even by email, don't dive straight into logistics about how they schedule their appointment. Go ahead and talk to them. Get to know them. Try to build a little bit of a relationship first. Ask how they're feeling. What have they been dealing with in their life lately? How long have these symptoms been going on? What have they already tried? What has worked and what hasn't worked? See, this kind of conversation does something really important. First of all, it makes them feel seen and heard. Something they may not have had for a very long time about these symptoms. And people don't book appointments with practices that they don't feel connected to. Now, when you're on the phone, a few things matter enormously. First is answer within three rings. Smile before you pick up. Yes, you can actually tell when someone is smiling when they're talking. Give that call your full attention. Speak clearly and slowly and take notes. Gather as much as you can on that first call, their name, their symptoms, how they heard about you, their preferred way to be contacted, when is a good time to contact them? All of that goes into your CRM so that when you follow up, you know you remember them. Now, this matters more than you think. If they don't answer, leave a warm message and follow that up with a text and an email. Most people won't pick up an unknown number. That's just the way the world works these days. But you need to use multiple channels to get to those leads. Now, how do you support the consultation? See, your role is all about supporting the consultation. And you want to make sure everything before and after it goes smoothly. Before you want to confirm that labs are done, paperwork are complete, remind them what to expect, let them know whether it's virtual or in person, how long it's going to take, what the provider will be going over. The more prepared they feel going in, the more relaxed they will be, and the more likely they are to say yes in the end. Now, after the consultation, this is your moment. Most patients walk out of a consult feeling a mix of hopeful and overwhelmed. They might not have said everything they wanted to say in their room. They might not have told the provider that they have more questions because they're just too nervous to ask. Your job is to be their safe landing spot. Start off by asking, okay, how are you feeling? Is there anything the provider said that didn't feel clear? Or do you have any questions that you did not get answered? Many patients won't speak up in the consultance itself. They don't want to interrupt or they don't want to admit to the doctor that they're confused, but they'll tell you. Just create that space. Let them walk in and tell them what they're thinking. Then you can talk them through pricing and all the next steps in a very calm and private conversation. Recap what the provider recommended and why, and help them feel confident in their decision to move forward. Oh, one more thing. Get the context from your provider before the post-consult conversation. Either have a quick debrief or ask your provider to write down key recommendations so you can speak intelligently to them. And then the handoff is everything. All right, now, what do you do when someone hesitates? Because they're going to. And it is totally normal. And it's not that you're trying to convince them and I don't want you to panic because hesitation is almost never actually about the thing they say it's about. Usually they say it's too expensive. Is usually it's, I'm not sure it's going to work for me. I need to talk to my spouse, is usually, I need to feel more confident before I commit. Let me think about it. Is usually I still have a question that I haven't asked. Your job is to stay calm and get curious. Ask, what concerns do you still have? Or what would help you feel more confident moving forward? For price objections, specifically, because these come up all the time, acknowledge the reality. Hormone therapy is a cash pay service and it's not easy for everyone, but help them see it in a context. This is a preventative approach to long-term health. What does it cost to feel this way for another five years? Walk through the options. If there are flexible plans or a la carte offerings, go ahead and present them. But never, never apologize for the price. It's okay to charge what you charge. Your clinic's quality, your provider's expertise, and the follow-up care that you provide are worth what you charge. Now, when someone says they want to think about it, let them. Tell them you'll hold off, you'll hold their spot. Offer to send them a summary of everything you talked about. Let them walk out with the pricing. Don't worry about it if they're going to compare pricing. It's it could happen. Then I want you to follow up when you said you would. It's okay if they don't say yes today. Your job is to leave them feeling respected, informed, and clear, and then leave the door open because that's what they needed. Now it's very, very important for you to listen to this last thing because your pipeline is your lifeline. You, as a patient liaison, need a system, whether it's a CRM system or a well-organized spreadsheet that tells you at any given moment who your leads are, where they are in the process, and what your next step is with each of them. The best patient liaisons don't just show up and wing it every day. They don't react. They know their numbers, they know their follow-up schedules, they know exactly who needs a little nudge today and who needs to be left alone. And they don't give up on cold leads. Look, people are quiet for all kinds of reasons. They get a sick kid, there's a crisis at work, they go on vacation that turned into three months of forgetting, but they may still be struggling. A simple, hey, just checking in to see if you have any questions or wanted to make sure you're okay can reopen a conversation that leads directly to a new patient on your schedule. And you want to track your KPIs, your key performance indicators. How many leads did you handle this month? What's your consult to plan conversion rate? How many follow-up attempts are make are you need to make before the leads? These are the numbers that are your feedback loop. They show you where you're winning and where you need support. And then you go ahead and ask for feedback. Don't wait for an annual review. Ask your clinic owner or provider every month, what am I doing well and where can I improve? And then act on it. That is one habit that will set you apart. Just because you track the numbers does not mean that you're cold and you're just about the numbers. It means that you want to do your best. Now, here is the thinking that I really want you to walk away with today. Like I said, this role is not about pressure, it's about presence. It's about being that steady, warm, knowledgeable voice that a nervous person meets on the way to getting their entire life back. When you approach it in that way, every conversation becomes something you want to have, not something you dread. If your clinic has the full sales course inside the accelerator, just dig into it. There are scripts in there, there are objection rebuttals in there, there's onboarding resources and KPI frameworks, all built specifically for patient liaisons in hormone clinics. And if you haven't heard part one of this series, go back and listen, even if you're not the owner, because it gives you the full picture that we gave to them as to why this role existed and what great support from your clinic owner looks like. And if today's episode got you thinking about how your prospective patients can effectively become actual clients, I want you to go a little bit deeper. As I said, these episodes come from courses inside the accelerator, and the sales course is for you. If your clinic doesn't already have it, go to your owner and ask to see if you can go get it, because it will definitely help. Inside that course, you're going to learn a lot. It's seven years of my experience developing a sales department for a wellness clinic boiled down into just a few hours. You're going to learn why, if nobody is owning sales, it's costing you more than you think, and why leads fall through and ghost, and how your provider's time gets eaten up by conversations that they should not be having and you should be having instead. It's about how the right person, you in a dedicated patient liaison role, can change everything and how you can come to your role with the skills that you need in the organizational structure that makes sense so that you can help every single patient who walks through the door get on the treatment that they need to have an incredible life. Look, I promise you, there's a lot of great courses in there, but the sales course is one of my favorite because we put everything we had into this course. A sales process only works if it's owned, if it's tracked, and it's consistently coached. So you want that course so that you can learn how to work your numbers, how to use a pipeline, and how you can become a patient liaison that is genuining revenue, like it's going out of style. In order for you to find the sales course, you need to go to accelerator.accelerated medical practices.com. And when you sign up for free, and there are some free courses in there, um, or you can just purchase the sales course, whatever course makes you happy. And if you would like to talk to your clinic owner about buying a power pass, it's a $99 pass that gives you access to everything inside the accelerator and it's worth every single penny. Now, one more thing before we wrap up. The wellness industry is a community. So if you know somebody that works in a clinic, that owns a clinic that you think can benefit from this sales conversation, do me a favor, share this episode with them. You just might be changing a life that you don't even know you changed. All right, I want to thank you for being with here with me today. Thank you for listening. If you have any questions or you'd like to reach out to me, either leave a comment wherever it is that you're listening to this podcast from, or you can email me at Jodi J-O-D-Y at accelerated medicalpractices.com. Thanks so much, and I will see you on the next episode. Thank you for listening to Beyond Hormones, the business of wellness. I hope that you're walking away with fresh ideas and real strategies you can use to grow your practice with profit and purpose. If you enjoyed today's episode, be sure to follow the show so you never miss a conversation. And if something you heard today resonated with you, do me a favor, share this episode with a friend or colleague. It's one of the best ways you can support the show, and it might be exactly what they need to hear right now. If you want even more tools and support, go ahead and head over to accelerated medical practices.com. Until next time, keep doing the work that matters. Your patients need you, and I am cheering you along every step of the way.