It’s the simple shifts you make that have the biggest impact. FACT. In this episode of The Hayley Osborne Show, I’m breaking down why that happens and what you can do to go from “best kept secret”, move out of your own way and on to a fully booked favorite.

I’ve found over the years of helping some of the biggest health professions in the business the largest roadblock is showing up and standing out online. You’re amazing at what you do when it comes to helping people, but, on the flip side when it comes to growing your business and having to weigh in with your marketing it’s a massive struggle. You’re not alone.

If you’re a physio, psychologist, wellness pro, or clinic owner ready to get seen and chosen, this one’s for you.

I am also inviting you to 💥 Register for my FREE Fully Booked Health Brand Workshop:

🗓 October 14, 15, 16

I want you to learn the 3 visibility mistakes even brilliant practitioners make, how to show up with clarity and confidence online and the difference between blending in and building trust.

Register here: https://shm.hayleyosborne.com/fully-booked


SUMMARY

0:00:00 – Introduction

0:02:30 – Workshop Details

0:04:00 – Episode Theme Introduction

0:05:30 – Marketing Misconceptions

0:06:45 – Common Marketing Mistakes

0:08:30 – Standing Out Strategies

0:11:15 – Personal Branding Insights

0:14:00 – Three Ways to Claim Online Space

0:18:45 – Detailed Strategy Breakdown

0:22:30 – Workshop Promotion

0:25:00 – Closing Remarks

0:26:37 – Episode Conclusion

Hayley Osborne 

Hello and welcome. I’m so happy to be in your ears again for another episode of The Hayley Osborne show my podcast. We’re up to 174 this week. I’m so glad that you are tuning in, wherever you are. This is a good one. So we are in the lead up now to my free workshop, which I’m pretty pumped about. And it’s the fully booked health brand workshop if you’ve been living under a rock, and this is the first time you are tuning in to listen to this podcast, welcome.

And this is me giving you a gift for free. So join me. It’s three days. It’s alive. It’s different this time to what I’ve done in the past. I’m pretty excited, and it’s for you to build the marketing foundations that are going to fill your appointment book. It’s free. It’s three sessions online, live. They’re 45-minute slots each to help you position your health brand as the Trusted Choice, and start attracting more of your dream clients. So it is on the 14th, 15th and 16th of October. I hope that you can make it. It is over zoom, and it is going to be a big event.

So I can’t wait to see some of your faces, because that just makes it more engaging and awesome. So if you’ve been listening to me for a while and you feel like you would like to meet me live, I welcome you with open arms to join in. You can register for that on my website. Hayley osborne.com it is right there in like big, bold, visible letters for you to see to come and join me over three days in October, a few more weeks away.

But I love a good pre plan. And so if there’s anything that I can teach you, it is that there is so much pleasure in planning, and when you plan, well, you don’t fail. Okay, so that is, if you’re a health brand, if you’re a physio, a Chiro, a psychologist, dietitian, your wellness clinic, clinic. You’re an eye specialist. You are a beauty therapist. You help people.

Then this is for you. If you are ready to level up, I would love to meet you live. So please join me. And I think, without further ado, today, I wanted to talk to you about in this podcast why most health professionals don’t stand out. Okay, even when you’re brilliant, all right, it’s a really big thing. I’ve got my water here. I’m really well hydrated. I’m ready to go. I’m ready to blast your ears today, which is cool. So I think a big welcome back if you want to listen again this week, and you’re a regular listener. I thank you so much.

And if you’re new here, a warm welcome. Because you know, if you are just getting to know me, I’m pretty black and white. I have no gray area. I call it how it is, and that is the same way that I teach and that I work with my clients. So this episode is going to hit a little close to home, probably for so many of you who are out there doing incredible life changing work in your clinics and your practices with your clients, you’re helping people.

You are helping them feel better, live better, live longer. How good and easy life is, and yet I think that most of you aren’t getting the traction that you deserve. And I see this time and time again. And if you’ve ever looked around and thought, why are they getting all the attention? Why is their clinic fully booked, while mine is still trying to grow, even though you know you’re just as good, right, if not better at what you do.

This episode is 100% for you. And I hit the mic again. I talk with my hands. It’s just a thing that I do. I’m really passionate. So let’s talk about why most health professionals don’t stand out, even when they’re absolutely brilliant. And more importantly, I want to talk about how to shift that. Okay, so there’s a couple of sections that I’ve pointed out because, like I say, you know, I don’t follow a full-on script. I make some points about what I want to talk about, and then I just press play. Because you can probably tell by the way that I record.

I’m pretty passionate about this space and about helping health brands help people live healthier lives, and, you know, helping the community. So you’ve probably heard the phrase with marketing, you know, if you build it, they’ll come and in business. But in 2025 where we are right now, that is not true, and especially for health brands. So just being good at what you do doesn’t guarantee that people are going to find you. Visibility isn’t just about being online. Yeah, I said it. It is about standing out with confidence, standing out with being consistent, and standing out with clarity. And here’s what’s happening, and like not along with whatever you’re doing, walking.

You’re in your car, you’re multitasking, your brilliance is buried under content that is super generic because you don’t know what to post. Okay, you’re blending in with every other clinic or professional in your field. I see this a lot, and or they’re just showing up so much better, and you know that you’ve got a different vibe that is going to attract the right tribe. You’re using the same Canva templates, boring, the same messages, boring, the same colors, boring.

And you know, none of that reflects the magic of what happens when people come and see you. Okay, so the second part is, what is the thing that actually makes you stand out. If you want to shift from being the best kept secret to the obvious choice, you need to stand for something. Okay, what makes you different?

This is I found from the business that I’ve worked with the hardest thing to do, because you’re so close to your business, right, you can’t see it anymore, and that’s even the same for me, like I still need help to grow inside of my business, because you don’t know what you don’t know, but when you’re so close to this, you can’t see the simplest things in front of you, and that’s why working with someone is it is so beautiful and creates so much growth.

Okay, so what makes your approach different to someone else’s? What results do your clients rave about, and what’s the unique philosophy around healing and health that you have? I love this so much. Okay? Because being healthy is one of my highest values. Healing is one of my highest values. I’ve had to do it, you know, three times over, over the last three. Well, I say I had three kids in three and a half years, if you don’t know, and they are now one, three and four and a half.

So really, young family, and I’ve had to, like, I’ve had to rebuild my body three times over, and when you have them so close together, like, Thank God I’m fit, because I think my body would have copped a beating otherwise, I was fit before I stayed fit during each and every one of my pregnancies. But you know, your philosophy around health and healing? Like people don’t care about you, they care about what you can do for them. And there is such a difference in that people are in it for themselves. How can you help somebody?

Nobody cares if you’ve got a, you know, Doctorate of whatever. No one cares if you’ve done your PhD and this and that. They don’t care. Okay? They care about what’s in it for them, and how you can help them to be better, to be healthier, to be more active, to be a better citizen in their community, and show up better, but you can’t show up if you are unhealthy. So that is your job, okay? And that’s what your marketing should really be anchored in. It’s not stock photos.

And I swear, guys, health brands are so rife in using stock photos you don’t need to, okay, don’t use random wellness quotes, okay. And you know, I think your marketing should be anchored in posting to your energy, not because you feel like you should, okay. And then I think with, when you lead with what makes you so unique and what makes you brilliant, because you’ve studied a long time to get to where you are today.

Okay, that is the catalyst for when the momentum kicks in, okay? And it is a nice kick up the pants to be like, should have done that sooner, but you didn’t, but that’s okay, so that’s why you’re here, and that’s why you’re listening, and that’s why you’re learning with you’re learning with me, which I love. Okay, the third part of this podcast is how to start claiming your space, and specifically your space online. So there’s three. Let me give you three really simple ways to start showing up differently, and start showing up right now.

The first one is, share your why. Okay, tell stories about what you do and how you help people, because people don’t connect to features. They connect to the benefits of what’s in it for them, they connect to humans. And more and more. Now there’s so many brands flooding the market, and there’s so much fake stuff out there, it makes me sick. So if you can be more human, people connect to humans. And I’m not saying, bear your soul. I don’t like you over the podcast. If you’re an avid listener, you know that I’ve got three small humans.

I don’t share them in my marketing. Okay, you won’t see them on my website. You won’t see them in my socials. You won’t see them anywhere. But I do have them, and I’m proud, but they’re not, they don’t need to show up. And if you’re thinking, great, I don’t want to bear my soul through my marketing and through I want my practice to thrive, but I’m not prepared to lay it on the line. I am the girl for you. So share your why be clever about it. Create a strategy so that you don’t have to bear your soul. Because, let me tell you. Small humans of mine make up 90% of my day and my life and my year, and you don’t see any of that.

And the reason for that is because I have a solid strategy in how I show up and me why in and around, how I help people and my business, and the pillars that I want to use to be able to be different. I have all of that organized, and you can do that too, okay? The second part of the three simple ways that you can show up differently is Be specific. Okay, instead of, I help you when you’re in pain, try, you know, or I help women when they are feeling pain exercising, this is just me. Like shooting the breeze. Try, you know, I help active women in their 40s overcome chronic back pain so they can get back to their Pilates class, right?

So it’s like talking about humans. You are evoking an emotion, okay, be specific. It is very hard to do, and that’s why most people don’t do it. It is very hard to do, but when you get it, oh boy, those penny drops are so nice. The third one, in the three simple ways, is to own your results. Okay, so start talking about the awesome transformations that you see, even if it feels weird at first. Now you can’t, you can’t be too specific, because, you know, there’s rules in and around how health brands can market themselves, because every human is different, and just because something works for one person, it doesn’t work for another.

So same as marketing, because it works for you doesn’t mean it’s going to work for someone else. Okay, but start talking about the transformations that you see with your clients in a way that is easy to digest, that is not super generic, but generic in the way it is around the transformation for that specific person, and even if it feels weird at first, practice makes perfect. You’re not bragging All right, you’re building trust, and there’s a difference. So I don’t think you need to change your services at all. That’s not what I’m talking about, but you need to start showing up in a way that reflects the brilliance of what it is that you do and what the brilliance that you’re already bringing into your work, and translate that into how you market yourself and how you market your business.

If you want to show up as a personal brand, let’s go, because personal brands grow far quicker than named brands, but if you don’t, if you want to show up, you know, a bit of a hybrid. That’s cool too. I can work with you. And if you don’t want to show up with your face, that’s cool too. There are ways that you can do it that I will help you with. Okay, clever ways, but you’ve got to lean in and you’ve got to learn. So this is exactly what we’ll be diving deeper into inside my free three-day workshop, which is happening on October 1415, and 16, the fully booked health brand workshop. We’re going to build your brand’s foundation.

We’re going to align your digital health footprint, and we’re going to create content that actually works for your health business. So if you are a health brand looking to create more meaningful marketing. If you’re a physio, if you are a psychotherapist, a psychologist, a wellness clinic, chiropractor, allied health, if you’re a nutritionist, if you are in the health space, this is for you, and you can register now via the show notes of this podcast episode, or, you know, via my website, it is there bold ready for you to hit and join me.

Okay, it is live, and it is going to be different to anything I’ve ever done before, and anything I think that exists, I’m so excited. There’s great bonuses. There’s a couple of epics I’m not going to say, you got to join me. And you know, hence the reason for starting to talk about this so far out. So as this episode comes out, we are, what are we? Episode 174, it’s the 23rd of September, so we’ve got a few weeks to go before the workshop. That’s the reason, okay, because it’s going to be loaded and it’s not going to be overwhelming. I do things carefully so that you understand, because it’s important to me that you get results. Know that you’re brilliant, know that you’re ready, and now know that it is time for the world to see what it is that you have to offer.

Thanks for tuning in, guys, and I am excited to get back in your ears next week. Okay, that’s it from me. Bye.