Starting and growing a patient advocacy practice requires more than just passion—it takes a smart approach to marketing. Many new advocates struggle with finding clients. They ask, “How can I get more business?” or “What am I doing wrong?” You may not be doing anything wrong; but you might just need to rethink how you market your services.
The Marketing Challenge
New patient advocates often feel frustrated by slow growth. You no doubt care deeply about helping others, but you may not know how to market your services effectively.
Many advocates join professional groups like the Alliance of Professional Health Advocates (APHA) or seek advice from mentors. These are good first steps, but they aren’t enough on their own to bring in a steady stream of clients. Success comes from taking consistent, targeted actions.
For example, joining APHA is great, but have you listed your practice in the Umbra Health Advocacy Directory (formerly the AdvoConnection Directory)? Have you created a professional website? Do you send newsletters or engage in public speaking? These actions are also important. .
Some patient advocates avoid marketing. It can feel too self promotional or intimidating. It can have an “ick” factor for a lot of people. If that’s how you feel, try reframing that feeling around helping people learn about their options. You can’t expect clients to come to you if they don’t know about what you offer. That requires educating people about your practice. Success requires active effort.
No Shortcuts to Success
The first few years of your practice will require heavy marketing. Expect to spend 80% of your time on business and marketing, with only 20% on client work. Over time, this balance will shift, but the early years demand focused marketing efforts.
Successful patient advocates know they need to immerse themselves in marketing. They don’t rely on passive strategies. They engage in public speaking, use social media, and reach out to the community. Some advocates try to avoid public speaking or putting themselves out there, but don’t be intimidated. This can be formal activities, such as presenting at conferences, or lower key, like chatting with people at a local community center or explaining your career at a dinner party.
Clients need to see your brand multiple times—usually seven to nine times—before they engage. So, seasoned advocates tend to keep their brand visible and top-of-mind.
Consistent Marketing Matters
Consistency is key in building a successful practice. Effective patient advocates market their services daily, whether through social media, newsletters, or networking. They understand that every effort helps build their brand.
Marketing efforts add up over time. It might feel slow at first, but these activities will lead to results, like word-of-mouth referrals and more clients. The key is to stay committed and positive, even when progress feels slow.
Use the Available Resources
If you’re serious about growing your practice, make the most of available resources. Organizations like the Alliance of Professional Health Advocates offer tools and support—including training courses like Practice UP! and the APHA Academy, community forums, mentoring options–but you have to use them.
Networking, attending workshops, and connecting with other patient advocates can open new opportunities. Leveraging specific marketing strategies designed for advocates can also drive growth.
Commit to Success
Success in patient advocacy doesn’t happen by chance. It takes commitment to marketing, business development, and continuous learning.
Refine your brand, expand your online presence, and engage in public speaking. Each step brings you closer to a successful practice. The journey may be tough, but the rewards are worth it.
So, take action. Use the resources at your disposal, commit to marketing consistently, and watch your practice grow. Your clients—and your future—depend on it.
YES YES YES!
I just launched my new practice (operationally ready) but now I am focused on my marketing plan. My professional background is sales/marketing so I know this will take alot of work.
I would have never won a sales award in my previous career without ALOT of business networking, presentations, and ASKING for the opportunity!
Great blog Tricia!
I couldn’t agree more on how important it is to be immersed in the marketing of your practice daily or almost daily. I am loving learning new ways to get my name out there! 🙂