4 Common Marketing Myths in Allied Health

The following is an excerpt from The 9 Secrets of Successful Health Practices, written by psychologist and Zanda Co-Founder Damien Adler.

As you think about marketing, old, common refrains may hold you back: “You don’t have enough followers on social media,” “These referrers already have a go-to person…you’re wasting your time.” In my time talking to practice owners about marketing, I hear these myths over and over again. I’m here to tell you that despite these doubts, you can still build an effective marketing strategy.

Myth: Referral sources already have established relationships with other practitioners.

Reality: Your unique qualities and services can fill important gaps

When our practice had been operating for a few years, we had a diverse team of practitioners available for patients to choose from. And we quickly learned that patient preferences vary sometimes in ways you can’t predict. One patient might prefer to see a woman, another might be looking for someone with lived experience, or a therapist who specializes in a particular issue or community, such as LGBTQ+ health.

It’s a mistake to assume local doctors or referral sources already have a go-to practitioner for every need. In reality, many of them are actively looking for the right fit for their patients and that could be you.

Yes, referral sources may have existing relationships. But that doesn’t make you irrelevant. The key is to understand what sets you apart and how you can add value. The sooner you get clear on your strengths and your ideal client base, the easier it becomes to position yourself in your community and help referral sources see where you fit.

Don’t think of other professionals as competition. Think of them as part of an ecosystem that you can contribute to in a meaningful way. There’s more space than you think but you have to be proactive about stepping into it.

Myth: Health professionals need to prioritize social media followers to effectively market their practices.

Reality: Social media only works as a marketing tool if you like creating social media content.

If your social media algorithms have figured out that you work as an allied health professional, then you probably see a lot of other professionals in your field sharing value, posting regularly, and advertising their practices on social media. This isn’t out of vanity. Research shows (2025 Social Trends Report, 2025) that building a social media community can increase brand awareness, strengthen the loyalty within that community, and foster a sense of trust.

If this marketing strategy interests you, by all means, go for it. Open an account for your practice. Post regular content. Take advantage of the tools that make content creation easier, like AI. Collaborate with other content creators in your area. If your natural energy gravitates toward social media, lean into it.

But you don’t have to. If creating content on social media is so far out of your comfort zone that you can’t authentically show up and do it, find another way to market your practice. “Authenticity” is the important word as you build your marketing strategy, and social media may not be the best medium for you.

Myth: You’re either a great salesperson or you’re not.

Reality: Putting yourself out there requires stepping out of your comfort zone.

Before social media marketing was even a thing, I found myself doing a regular segment on a small community radio show. That eventually turned into a recurring guest spot on a national radio broadcaster, something I continued for over 12 years. I didn’t go into it expecting patients to line up at the door after every episode. In fact, because it was a government-funded station, I wasn’t even allowed to mention the name of our practice on air.

What I could do was share useful, thoughtful insights that might help listeners in their day-to-day lives. That was the goal to be of value. And it worked. People who resonated with what I said took the initiative to look us up and reach out.

I wasn’t selling, I was showing up, being helpful, and building trust. That’s what effective marketing often looks like. Genuine connection matters more than a flawless pitch. It’s about offering something meaningful and allowing people to decide for themselves that they want more.

Confession Time:

If a regular spot on a radio show feels outside of your comfort zone, you’re in good company. I’ll let you in on a secret about this opportunity: for years, I felt like I was going to throw up every time I got on the air.

Every other week, I packed a plastic bag in my pocket before leaving the house to attend the show. My stomach churned as I approached the station. Once the show started and I got to talking, things were fine. I never actually threw up on the air. Occasionally, I would feel a panic attack coming on, but I would breathe through it during each show. I would call Beck after each show for years to see if she had listened and if I sounded alright. I was afraid I had said the wrong thing or I had been misinformed about something. Despite my anxiety – only good things came out of doing the show.

These nerves persisted for a few years, but like the feelings surrounding our rates and price jumps, I eventually got used to it. The walks I took around the radio station before each recording became calmer and calmer. I eventually left the plastic bag at home. After a few years, I could tell myself how many shows had gone well in the past. If I screwed the next one up, it was just one bad show out of 100. Showing up helped me establish my reputation as a business owner and psychologist, but also helped me expand my comfort zone and grow as a person.

I continued going back to the radio show every other week because it was just outside of my comfort zone. No one is naturally good at everything. I knew I wanted to become more comfortable with public speaking, and the only way to do that was to practice.

If networking, recording a webinar, or pitching your business feels outside of your comfort zone, that’s okay. Exploring different ways to provide value and market your practice requires you to have a crack at different things. Take each opportunity as a chance to learn something new and grow as a business owner, a healthcare practitioner, or as a human being.

Myth: Marketing will eat up your budget.

Reality: You can successfully market your business for (almost) free.

Running a business means navigating ups and downs in demand. Beck and I always knew there would be seasons when the phones wouldn’t stop ringing and others when we’d need to actively fill our books. We didn’t want to be caught off guard if referrals slowed or if we brought on a new practitioner and needed to build up their caseload. So, we factored this into our pricing. We made sure we’d have the margin to advertise if needed. The last thing we wanted was to fall into the “death spiral” some businesses face where low patient numbers mean there’s no budget to attract more, which only makes the situation worse.

That was the only budget line we allocated specifically for marketing. The truth is, there are plenty of effective ways to market your practice that cost little or nothing. Giving a talk to your peers, building relationships in your community, or sharing helpful content online won’t break the bank, but done consistently, these activities build trust and grow your reputation. They might not generate immediate results, but over time, they deliver real returns.

If you’re still in the early stages of building your practice, I don’t recommend hiring a marketing consultant. You’re already your own best advocate. If your schedule is full, involve your team and ask them to represent your practice at events or speak on your behalf. And if you’re stuck and unsure how to reach more referrers or patients, talk to your business coach. The good ones understand marketing and can help you troubleshoot or even lend a hand with outreach efforts.

Most importantly, give it time. Marketing doesn’t always deliver same-day results, but when you lead with value and connection, your reputation will do the heavy lifting. Let people get to know you, trust you, and seek you out when the time is right.

Reflect & Act

Redefine what marketing means

• Ask yourself: What stories have I been telling myself about marketing? Is it uncomfortable, inauthentic, or not my thing?
• Try this: Write a new definition of marketing based on connection, education, and trust. Stick it somewhere visible as a reminder.

Clarify what makes you memorable

• Ask yourself: What do referrers or patients consistently appreciate about me or my team?
• Try this: List 3-5 things that make your practice different or valuable. Use them to update your bio, referral letters,or introduction at events.

Optimize your digital front door

• Ask yourself: Does my website reflect the quality and clarity of care I offer?
• Try this: Ask three people (ideally outside your industry) to visit your site and answer: What do I offer? Who do I help? How do I book?

Revisit and nurture your referral network

• Ask yourself: When did I last follow up with referrers to thank them or offer an update?
• Try this: Choose 3 past/potential referrers and send a brief check-in or feedback letter this week.

Step out of your comfort zone (a little)

• Ask yourself: What’s one marketing activity that’s just outside my comfort zone but doable?
• Try this: Choose a talk, webinar, blog post, or interview idea and make a plan to make it happen.