Why Your Marketing Needs to Start Before Referrals Begin

In this episode, Cathy Love speaks with Kait Cummins about a marketing challenge that many Allied Health Business Owners are experiencing. There is effort, activity, and visibility, yet conversion is not following. This conversation focuses on where that gap can occur. Cathy and Kait explore the reality that many businesses are still speaking to families too late. By the time marketing reaches them, those families may already be in the system, already informed, or already working with another provider.Instead, the discussion turns to an earlier point in the journey. The stage where parents sense something is not quite right, but do not yet have a diagnosis, clear language, or direction. They also touch on how tools such as AI within platforms like Meta are being used to better understand audience targeting and refine who the message is actually reaching. Alongside this, Kait shares a practical example of how a straightforward piece of work led to broader opportunities, including government engagement. It is a grounded reminder that clear, well-executed work can open doors without needing to be overly complex.Topics covered on marketing strategy, audience timing, and business positioning:Marketing too late in the journey – Many Allied Health businesses are speaking to families once they are already in the system, missing the earlier window of influence.Reaching the parent before it’s too late – The episode explores how to communicate with families who know something is not right but are not yet searching for therapy or specific services.Using AI and platforms to refine targeting – A brief look at how tools within Meta are helping to better define avatars and improve where marketing is directed. P.S. If this episode is hitting on pain points you’re facing, let’s chat. We can support you. Book a 20-minute complimentary call with us, and let’s talk about how we can help you achieve your vision for your Allied Health business.Midroll Message: Join us this May for Thriving Providers Bootcamp to assess your business and plan your next steps as Thriving Kids reform unfolds. Connect with Nacre Consulting: Let’s connect on Instagram Follow us on Facebook Let’s connect on LinkedIn Join our Facebook Group online community More about The Allied Health Business Brilliance Podcast: The Allied Health Business Brilliance podcast (previously known as Private Practice Made Perfect) powered by Nacre Consulting features authentic conversations that offer real-life stories and expert perspectives for Australian Allied Health Business Owners. Cathy Love, our engaging host, gathers wisdom from Allied Health professionals and industry supporters alike.We dive into the real experiences of running and growing Allied Health businesses in Australia, revealing both the rewards and the inevitable challenges along the way. It’s raw, sometimes vulnerable, but always valuable. Join us and stay tuned to keep up with every inspiring story and lesson shared.