Welcome to the Pursuing Private Practice podcast!

Join Jennifer McGurk, the CEO of Pursuing Private Practice, Kat Durston, the owner of Flourish Virtual Assistants, and Jordyn Springer, lead VA at Flourish and Jennifer’s assistant to discuss the incredible impact the right team can have on business growth, team dynamics, and how Flourish supports dietitians. 

Whether you’re just starting your business or looking for ways to grow sustainably, you’ll gain valuable insights from this conversation. 

1. Flourish’s Story: Kat discusses how she founded Flourish during her undergraduate studies, combining her creative background and nutrition education to support dietitians with social media and content creation. 
2. Why Jennifer Hired Flourish: Jennifer explains that she hired Flourish because she values that they have both nutrition education and marketing skills, among other attributes. 
3. The Importance of Delegating: Kat and Jennifer emphasize the power of delegating to a skilled team, which allows them to focus on growth. 
4. Unconventional Dietetics Journey: Jordyn discusses how working for Flourish and Pursuing Private Practice gave her the courage and confidence to shift gears and pursue a master’s degree in digital marketing rather than dietetics. 
5. Challenges in Business: Kat reflects on the early struggles of building Flourish, from handling rejections to meeting the evolving needs of clients. Adapting has been key to Flourish’s business growth. 

Timestamps: 

• 02:17 The Birth of Flourish: Kat shares the origin story of Flourish, a company that provides virtual assistant services specifically for dietitians. Jennifer expresses excitement about the growth of Flourish and the impact it has on the dietitian community.
• 09:49 Why Jennifer Hired Flourish: Discussion on the relationship-focused approach of dietitians versus traditional marketing strategies.
• 14:47 Jordyn's Role and Responsibilities: Jordyn introduces her role at Flourish and expresses her enjoyment in learning and taking on various projects.
• 19:42 An “Unconventional” Dietetics Journey: Jordyn shares her educational background and her decision to pivot from dietetics to a focus on marketing, pursuing her creative strengths.
• 28:52 The Value of Team Support: Kat and Jordyn discuss the value of having a supportive team, especially for those working from home, and how accountability plays a role in their productivity.
• 30:11 Navigating Business Challenges: Kat reflects on the challenges of running a business, including the need to adapt to market demands. 
• 35:22 Future Goals and Adaptability: Kat and Jordyn discuss their goals for the future.

Kathryn (Kat) Durston is a registered dietitian based in Grand Rapids, Michigan, with a unique background and multiple degrees in both Art and Design and Nutrition and Dietetics. She blends her creative passion with clinical expertise to craft engaging content and impactful marketing strategies.

As the founder of Flourish Virtual Assistants, Kat has grown her marketing and media company from a college startup to a thriving 10-member team in just three years. Flourish has supported over 250 healthcare businesses with services ranging from social media management and blog writing to SEO and email marketing. In addition to her marketing work, Kat runs her own virtual private practice, Naturally Good Nutrition, specializing in functional nutrition for autoimmune conditions.

📲 Find Flourish on Instagram @flourishva

📩 Want to work with Flourish? Contact the team here. 

Jordyn Springer is the lead virtual assistant at Flourish, where she has been a key team member for over 1.5 years. During her time at Flourish, she has collaborated with more than 30 dietitians and B2B professionals, delivering exceptional support and expertise. Through Flourish, she works with Jennifer on the Pursuing Private Practice team. With a bachelor’s degree in dietetics, Jordyn is now expanding her skills by pursuing a master’s degree in digital marketing, blending her nutrition background with creative marketing strategies to make an even greater impact.

💬 Interested in chatting with Jordyn? Connect with her on LinkedIn! 

Want more from Pursuing Private Practice? 

🗓️ Looking to start your private practice in just 30 days? Do it with our Open For Business toolkit: https://pursuingprivatepractice.com/open-for-business/

📈 Want to get 3 new clients in just 3 days? Join Marketing Bootcamp: https://pursuingprivatepractice.com/businessplan/

🌟 Looking for the ultimate support system to build the private practice you’ve always dreamed of? Check out Business School: https://pursuingprivatepractice.com/businessschool/

🌍 Are you ready to lead with confidence and expand your impact? EXPAND is your path to stepping into the role of CEO: https://pursuingprivatepractice.com/business-coaching/

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