The Dietitian Success Podcast | Business & Marketing for Dietitians

214: When Success Isn't Enough - The Story of How Jessica Jones, RD, Pivoted from Food Heaven (a Thriving Media Company) to Diabetes Digital, an Insurance-Based Private Practice to Find Fulfillment


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As dietitians, our career paths don’t have to be linear. Sometimes, walking away from something highly successful is the key to finding true fulfillment.

In this episode, I sit down with Jessica Jones, MS, RD, CDCES, who shares her journey of leaving a thriving media brand to build something that aligned more deeply with her purpose. Despite the massive success of Food Heaven, a wellness brand and podcast with over 5 million downloads, Jessica found herself craving something different, something more meaningful. That led her to co-found Diabetes Digital, a virtual nutrition counseling practice providing insurance-covered diabetes care.

In this candid chat, we dive into:

  • Why success doesn’t always equal fulfillment, and how Jessica knew it was time to pivot
  • The shift from media & brand partnerships to an insurance-based group practice
  • The challenges & rewards of running a telehealth business
  • How niching into diabetes & prediabetes transformed her career
  • What it really takes to scale a group practice while staying profitable

This episode is a must-listen for any dietitian considering a career pivot or anyone curious about what it really looks like to build a business that aligns with your values.

If this episode resonated with you, I’d love to hear about it so please rate & review it!


Links:

  1. Join our FREE dietitian community
  2. Diabetes Digital
  3. Diabetes Digital Podcast
  4. Food Heaven
  5. Careers at Diabetes Digital
  6. Follow Diabetes Digital on Instagram: @diabetesdigitalco


Transcript Summary:

[00:00:00] Welcome & Introduction & Why We’re Talking About Hiring 

[00:02:00] Jessica’s Journey: From Journalism to Dietetics 

[00:06:00] The Birth of Food Heaven: A Media Empire 

[00:10:00] Staying Consistent for Years Without Making Money 

[00:14:00] How Food Heaven Made Money: Revenue Streams 

[00:19:00] Transparency in Business: What Worked & What Didn’t 

[00:21:00] Leaving Food Heaven & The Shift to Diabetes Digital

[00:23:00] The Lightbulb Moment: Starting an Insurance-Based Practice 

[00:26:00] The Reality of Running an Insurance-Based Group Practice 

[00:32:00] The Challenges of Insurance Billing & Verification 

[00:36:00] Growth Plans for Diabetes Digital

[00:42:00] The Power of Niching: Why Specializing in Diabetes Was Key 

[00:45:00] Jessica’s Typical Day as a Business Owner

...more
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The Dietitian Success Podcast | Business & Marketing for DietitiansBy Krista Kolodziejzyk

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