In this episode, I sit down with returning Business of Practice Conference presenter Chloe Stubberfield for a conversation about one of the most misunderstood areas of modern practice: marketing.

For many practitioners, marketing feels uncomfortable, overwhelming, or completely disconnected from the values that brought them into healthcare in the first place.

But Chloe sees it differently.

She believes that marketing is simply the process of helping the right people find the care they need.

And when approached authentically, it becomes an extension of your practice rather than a distraction from it.

In this conversation, we explore what it means to build visibility without compromising your values, how practitioners can find their own voice online, and why creativity is often an untapped strength within the Chinese medicine profession.

We also discuss the realities of balancing clinical practice, business ownership, creativity, and personal wellbeing, and why sustainable growth requires practitioners to understand their own capacity rather than constantly pushing beyond it.

In this episode, we discuss:

• Why so many practitioners struggle with marketing and visibility
• How authenticity creates trust online
• The creative strengths that already exist within the Chinese medicine profession
• Finding a marketing approach that aligns with your personality and values
• Balancing clinical work, business ownership, and creativity
• Why understanding your own capacity is critical for long-term sustainability
• The importance of rest, recovery, and avoiding burnout while growing a practice

This conversation is both practical and reassuring for practitioners who know they need to market themselves, but want to do so in a way that feels genuine and aligned.

🔑 Key Takeaways

• Marketing is about connection, not selling
• Practitioners often have more creativity and expertise than they realise
• Authenticity builds trust far more effectively than polished perfection
• Sustainable growth requires understanding your personal capacity
• Visibility helps more people access Chinese medicine
• Rest and recovery are essential parts of building a successful practice

🎤 About the Guest

Chloe Stubberfield is a Chinese medicine practitioner, educator, speaker, and founder of The Which Doctor, a business that has become widely recognised for making Chinese medicine accessible, engaging, and relevant to the wider public.
Through The Which Doctor, Chloe has built a substantial online presence by helping people better understand Chinese medicine, while simultaneously demonstrating how practitioners can market themselves authentically without resorting to gimmicks or aggressive sales tactics.

More recently, Chloe launched The Which Coven, a practitioner-focused education and mentoring platform designed to help health professionals navigate social media, marketing, content creation, and business development. Through courses, mentoring, and community support, she helps practitioners develop the confidence and skills needed to grow thriving practices while remaining aligned with their professional values.

🔗 Connect + Conference

Website: https://www.thewhichdoctor.com.au/the-which-coven/

Instagram: @thewhichcoven

Want more?

• Conference tickets: Conference 2026
• Need support in your clinic business: www.acubizhub.com.au
• Follow on Instagram: @AcupuncturistsBizHub
• Connect on Facebook: Acupuncturists Biz Hub
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In this episode I sit down with Melinda McDonald, one of our upcoming presenters at the Business of Practice Conference, for a conversation about authenticity, connection, and what it really means to build a practice that feels aligned with who you are.

In a profession where it’s easy to compare yourself to others or feel pressure to constantly do more, this conversation explores the importance of building a practice that reflects your own values, strengths, and way of working.

Because sustainable growth doesn’t come from copying someone else’s model.

It comes from understanding what genuinely works for you — and creating a practice that patients can feel is authentic.

In this episode, we discuss:

• Why authenticity matters in modern practice
• The pressure practitioners feel to constantly achieve or “keep up”
• How genuine connection builds trust and patient loyalty
• The role of confidence and self-awareness in practice growth
• Why sustainable success comes from alignment, not comparison
• Buying a property inside your Self Managed Super Fund

This conversation is a reminder that the most effective practitioners are often the ones who stop trying to fit a mould — and instead build practices that are deeply aligned with who they are.

🎤 About the Guest

Melinda left the corporate world over 24 years ago to pursue her passion for helping others, along the way she discovered Traditional Chinese Medicine, and has now been a busy Sydney-based practitioner for nearly 20 years.

Having worked in a wide range of clinical settings – from multidisciplinary clinics, the Acupuncture Pregnancy Support clinic, to a home based practice and everything in between – Melinda has worn many hats. She has been a solo practitioner, clinic manager, clinic owner and mentor to many students, teaching at the University of Technology Sydney and within her own clinics. All whilst raising 2 children (now 10yo & 12yo) and being a very active member of her local community in East Redfern.

Melinda will share valuable insights from her ever-evolving clinical journey, including her recent experience of purchasing commercial property through a SMSF (Self-Managed Super Fund) to create her very own clinic with many tax deductible perks. Her goal is to inspire the next generation of practitioners to think beyond the treatment room: truly own their clinic, stop paying excessive rent, invest in their future and/or superannuation, and create true financial and clinical freedom.

🔗 Connect + Conference

Web: melindamcdonaldacupuncture.com
Insta: @melindamcdonaldacupuncture
FB: @melindamcdonaldacupuncture

Want more?

• Conference tickets: Conference 2026
• Need support in your clinic business: www.acubizhub.com.au
• Follow on Instagram: @AcupuncturistsBizHub
• Connect on Facebook: Acupuncturists Biz Hub
• Wanna stay in the loop for all things Biz Hub? Sign up to mailing list here: Acupuncturists Biz Hub

In this episode, I sit down with Yanan Kim, one of our upcoming presenters at the Business of Practice Conference, for a conversation that explores a question many practitioners quietly wrestle with:

If our medicine is so powerful, why are so many practitioners struggling to thrive?

In this episode, we discuss:

• Why so many practitioners struggle despite having excellent clinical skills
• The hidden challenges of running a successful clinic
• Burnout, resentment, and the pressures that clinic owners often carry alone
• The gap between learning Chinese medicine and learning how to build a business
• How Taoist philosophy can guide more sustainable decision-making
• Why reconnecting with your own medicine is essential for long-term success

Drawing on her experience as a clinic owner, mentor, and founder of ProjectDAO, Yanan shares her journey from building a successful multi-practitioner clinic to confronting the realities of burnout, blurred boundaries, and the challenges that many clinic owners face behind the scenes.

This conversation goes beyond business strategy.

It explores the relationship between personal growth, practitioner development, and the ability to create a sustainable practice that allows both the practitioner and the medicine to flourish.

Throughout the conversation, Yanan challenges practitioners to look beyond external solutions and ask a deeper question:

What is getting in the way of your medicine reaching the people who need it most?

This episode is both practical and reflective, offering insights for practitioners at every stage of their journey.

🔑 Key Takeaways

• Clinical excellence alone does not guarantee a thriving practice
• Many practitioner struggles stem from unclear structures, boundaries, and expectations
• Sustainable practices require both business skills and personal development
• Burnout often begins long before practitioners recognise it
• Taoist principles can provide valuable guidance for modern practice ownership
• The answers we seek are often closer than we think

🎤 About the Guest

Yanan Kim is a classical acupuncture practitioner and founder of Project DAO in Sydney. She built a thriving clinic, stepped away from it for a year, and rebuilt it — learning that the first person she had to heal was herself. She now mentors practitioners through the inner work that no business course teaches: the beliefs, patterns, and stories that quietly keep a practice small. Her work draws on classical Chinese medicine, Daoist philosophy, and Compassionate Inquiry. She is the creator of The Roadmap to a Thriving Practice and the Business of DAO community.

• Website: https://projectdao.com.au/
• Facebook: https://www.facebook.com/projectdao/
• Instagram: https://www.instagram.com/hello.projectdao/
• YouTube: https://www.youtube.com/@hello.projectdao

🔗 Connect + Conference

Yanan Kim will be presenting at the upcoming Business of Practice Conference, where she’ll share practical frameworks and hard-won lessons from building, leading, and ultimately reimagining a successful clinic.

Her session will explore how practitioners can create healthier professional relationships, stronger business foundations, and more sustainable careers while staying connected to the heart of Chinese medicine.

Want more?

• Conference tickets: Conference 2026
• Need support in your clinic business: www.acubizhub.com.au
• Follow on Instagram: @AcupuncturistsBizHub
• Connect on Facebook: Acupuncturists Biz Hub
• Wanna stay in the loop for all things Biz Hub? Sign up to mailing list here: Acupuncturists Biz Hub