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
• Wanna stay in the loop for all things Biz Hub? Sign up to mailing list here: Acupuncturists Biz Hub