Welcome to the Pursuing Private Practice podcast!

Join Jennifer McGurk with guests Courtney Vickery, Whitney Bateson, and Morgan Sinclair as they share their unique journeys and expertise in creating impactful websites for healthcare professionals. Discover the importance of a well-designed website as an extension of your business, learn about the different platforms and tools available, and gain insights into the technical aspects of website maintenance. 

Whether you're a dietitian looking to enhance your online presence or simply curious about the intersection of nutrition and design, this episode is packed with valuable advice and inspiration. 

1. Transition from Dietitian to Designer: The guests discuss their journeys from working as dietitians to becoming website designers, highlighting pivotal moments and motivations.

2. Importance of Having a Good Website: The discussion focuses on how a website acts as a business extension and a crucial sales tool, compared to social media.

3. Google Analytics and Tracking: An overview of basic tracking metrics, their importance, and the impact of AI and ChatGPT on search and analytics.

4. Favorite Aspects and Challenges of Being a Website Business Owner: The guests share what they love about their work, the challenges they face, and the importance of outsourcing.

Timestamps: 

• 03:29 Guest Introductions: Meet our guests as they share who they are and their unique takes on designing websites for dietitians.

• 03:51 Wellness Pro Website System: Whitney talks about her Wellness Pro website system and how it helps dietitians get online with ease.

• 04:50 Branding and Web Design Studio: Morgan talks about her studio that supports weight-inclusive clinicians with branding and website design.

• 05:58 WordPress, Support, and SEO: Courtney shares how she helps dietitians build solid WordPress sites with ongoing support and a focus on local SEO.

• 07:14 Journey from Dietitian to Designer: Hear how each guest made the leap from being a dietitian to becoming a website pro.

• 19:05 Importance of a Website: Speakers dive into why a website isn’t just a nice-to-have; it’s a key part of your business that works like a 24/7 salesperson.

• 26:56 Website Components and Planning: From domains to plugins, they break down the essentials of planning and setting up a professional site.

• 32:45 Maintenance and Technical Aspects: Discussion on website upkeep, especially what it takes to keep a WordPress site running smoothly.

• 42:13 Google Analytics and Tracking: They explore how to track what’s working (and what’s not) on your site using Google Analytics.

• 46:23 Impact of AI on Websites: A quick chat about how tools like ChatGPT and AI are shifting the digital landscape, especially around analytics and traffic.

• 51:56 Favorite Aspects and Challenges: Our guests reflect on what they love most about their work and the real challenges that come with running a website business.

This episode is your reminder that building an intentional, effective website is totally doable and a powerful way to grow your business.

About Whitney: 

Whitney Bateson, MPH, RD, is a website strategist and marketing expert who has helped over 130 wellness professionals create high-converting websites that attract clients and grow their reach. As the creator of the Wellness Pro Website System, she has developed a proven, step-by-step framework that empowers business owners to launch beautiful, strategic websites - without the tech overwhelm.

Whitney is also the host of The Growth Show podcast, where she shares practical marketing strategies and website tips to help health and wellness entrepreneurs build profitable, sustainable businesses.

Find Whitney on Instagram: @whitneybateson

About Morgan: 

Morgan Sinclair (she/her) is a multipassionate entrepreneur in Houston, Texas. She designs brands and websites for clinicians through Morgan Sinclair Designs, hosts trips through The Eating Expedition, and co-hosts the Weight Inclusive Innovators podcast. When not working, Morgan can most likely be found grabbing drinks with friends, signing up for a new hobby, or on her way to the airport for a weekend getaway.

Morgan is an extroverted Enneagram Type 7, feel-your-feelings, dessert-before-dinner kinda gal. When not working, Morgan can most likely be found grabbing drinks with friends, signing up for a new hobby (like getting her level 2 wine educator certification!), or on her way to the airport for a weekend getaway.

Find Morgan on Instagram: @morgansinclair

About Courtney: 

Courtney is an anti-diet dietitian turned designer who swapped MyPlate for WordPress and now spends more time crafting websites than meal plans. These days, she’s the CEO of Declet Designs, where she helps weight-inclusive businesses shine online with websites, SEO, strategy, and branding that reflect their unique approach to health.

Before launching Declet Designs, Courtney was deep in the world of dietetics, running her own practice, Vickery Wellness, as an anti-diet dietitian and Certified Intuitive Eating Counselor. When she's not designing websites or teaching future dietitians, she's at home with her high school sweetheart-turned-husband of 15 years, their two kids, a dog named Oliver, and two cats, Finn and Callie. It’s a full house, but she wouldn’t have it any other way!

Find Courtney on Instagram: @decletdesigns

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 the Get More Clients Challenge: 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/

Find us on Instagram @pursuing.private.practice

Welcome to the Pursuing Private Practice podcast!

Join Jennifer McGurk, the CEO of Pursuing Private Practice, and Julie Duffy Dillon, Registered Dietitian and host of Find Your Food Voice® podcast. Julie shares her journey of writing her book, "Find Your Food Voice." The conversation dives into the business aspects of writing a book, the challenges faced, and the strategies that worked for Julie. 

Whether you’re thinking about writing a book or have some big business projects in mind, this episode is perfect for you.

1. Writing Process and Challenges: Julie shares her initial expectations versus the reality of writing, including managing chronic migraines and adjusting her writing schedule for better productivity.

2. Purpose of the Book: The book focuses on eating disorders and a non-diet approach, providing therapeutic and practical tools to help people find their food voice.

3. Finding Your Voice in Business: The conversation covers overcoming imposter syndrome, creating space for growth, and tips for setting up a productive workday.

4. Advice for Aspiring Authors: Julie encourages aspiring authors to write a book when the time is right, emphasizing patience and readiness based on her personal experience.

Timestamps: 

• 02:51 Writing Process Expectations: Julie shares her initial expectations of the writing process and how she adapted her approach to writing in smaller, manageable chunks to accommodate her chronic migraine condition.

• 08:51 Book Content Overview: Julie talks about the content of her book, "Find Your Food Voice," which aims to provide practical tools and therapeutic guidance for those struggling with eating disorders and diet culture.

• 12:29 Celebrating Success: Julie discusses her plans to celebrate the book's release, including in-person and virtual events, and the importance of celebrating wins in business.

• 19:44 Future Business Plans: Julie shares her thoughts on the future of her business, considering a pivot away from one-on-one client work towards more writing and speaking opportunities.

• 24:16 Finding Your Voice: Jennifer and Julie discuss the parallel process of finding one's voice in business and helping clients do the same, highlighting the personal growth that comes with such projects.

• 31:19 Encouragement for Aspiring Authors: The episode concludes with Julie encouraging aspiring authors to write their books when the time is right for them, emphasizing that readiness is a decision rather than a feeling.

Through speaking and writing, Julie helps people with a complicated relationship with food strategize how to remove the shame and blame dumped on them from the diet industry. Her work has been featured on TLC and in the New York Times, Outside Magazine, Shape and other outlets. She is the author of the book, Find Your Food Voice (Hachette, March 2025.) 

Attend her free book launch event on Tuesday, April 1st! Register here.

Want more from Julie? 

Visit her website: https://julieduffydillon.com/

Purchase her book: https://www.amazon.com/Find-Voice-Julie-Duffy-Dillon/dp/139981365X

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/

Find us on Instagram @pursuing.private.practice

Welcome to the Pursuing Private Practice podcast!

Join Jennifer McGurk, the CEO of Pursuing Private Practice, and Maggy Doherty, the dietitian behind the Maggy the Dietitian. Together, they explore the theme of "one size does not fit all" in business, discussing the pros and cons of small versus large practices, the complexities of insurance-based versus private pay models, and the unique challenges dietitians face in their careers. Maggy shares her personal journey from starting her own practice to managing a large team and then pivoting to a solo model, highlighting the importance of freedom and the inevitable challenges that come with growth. 

Whether you're a seasoned business owner or just starting out, this episode is packed with valuable insights and inspiration to help you navigate your own path in the world of private practice.

1. Embracing Individuality in Business: There is no one-size-fits-all approach to running a business. Every dietitian gets to make decisions based on their unique values and circumstances.

2. Balancing Freedom and Responsibility: The podcast dives into the balance of freedom in both small and large practices—how more freedom can bring exciting opportunities but also new responsibilities.

3. The Importance of Mental Health: As a business owner, prioritizing mental health and setting boundaries isn’t just important—it’s essential. Self-care is the foundation of sustainable success.

4. Navigating Insurance and Self-Pay Models: The podcast breaks down the pros and cons of different business models, helping you navigate the options and choose the best path for your practice.

Timestamps: 

• 03:06 Maggy's Entrepreneurial Journey: Maggy shares her background, early ventures in nutrition, and her transition from corporate work to starting her own practice, Doherty Nutrition.

• 05:34 Growth of Doherty Nutrition: Maggy discusses the rapid growth of her practice, the hiring of dietitians, and the challenges of managing a larger team.

• 10:59 Navigating Business Decisions: The importance of recognizing that there is no one-size-fits-all approach in business and making decisions based on personal values.

• 12:07 Maggy's Pivot to a Smaller Practice: Maggy reflects on her decision to pivot to a smaller, self-pay practice after experiencing burnout and the impact of motherhood on her business.

• 19:31 Pros and Cons of Insurance vs. Self-Pay: Discussion on the advantages and disadvantages of accepting insurance versus operating a self-pay model, including marketing and financial implications.

• 35:21 Working with Dietitians: The unique challenges and rewards of coaching dietitians in private practice and the importance of understanding their specific needs.

Maggy Doherty, MS, RD, LD, CEDS-C, started her practice Doherty Nutrition in 2019 as a one-woman show, wearing all the hats- biller, scheduler, marketer, and dietitian- before building it into a 30-person practice. 

In 2024, she felt a calling to get back to her entrepreneurial roots and use the lessons learned in business to open her next practice, Maggy the Dietitian, where she focuses on her most rewarding work: mentoring private practice owners, supervising eating disorder dietitians, and helping clients in their eating disorder recovery journey. Maggy’s business coaching style is derived from the tough lessons she learned from her own journey. 

Want more from Maggy? 

Visit her website: https://www.maggythedietitian.com

Find her on Instagram: https://www.maggythedietitian.com

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/

Find us on Instagram @pursuing.private.practice

Welcome to the Pursuing Private Practice podcast!

Join Jennifer McGurk, the CEO of Pursuing Private Practice, for a special bonus episode of the podcast to celebrate Registered Dietitian Nutritionist Day! Jennifer shares her journey to becoming a Registered Dietitian, highlights the powerful impact dietitians have on their clients, and explains why she’s so passionate about supporting fellow dietitians.

Whether you’re an RD2Be, have been a dietitian for years, or someone who values the work of dietitians, join Jennifer to celebrate RD Day with 10 reasons why dietitians are an essential part of health and well-being.

1. Personal Journey to Becoming a Dietitian: Jennifer talks about her own struggles with disordered eating during the early stages of her career and her journey to eating disorder recovery.

2. Starting a Private Practice: Jennifer decided to start her own private practice after years of “research”. The ups and downs of business are worth all the benefits of private practice: freedom, autonomy, feeling valued, and making a difference in the lives of so many clients.

3. Reasons Why Dietitians Are So Powerful: Celebrate RD Day with Jennifer’s top 10 reasons why she loves being a dietitian!

Timestamps: 

• 00:08 Introduction: Celebration of Registered Dietitian Nutritionist Day (RD Day) with Pursuing Private Practice!

• 01:44 Personal Journey: Jennifer shares her experience with disordered eating and how it led her to study nutrition at Penn State University.

• 04:32 Transition to Private Practice: Jennifer realized that she wanted to open her own private practice for flexibility and freedom.

• 08:59 Reasons Dietitians are Powerful: Introduction to the 10 reasons why dietitians are impactful in their clients' lives.

• 09:01 Reason #1: We help people change their relationship with food from negative to positive.

• 10:50 Reason #2: We see people get excited about food rather than fearful.

• 12:27 Reason #3: We get to the root of eating disorders and help clients find lasting recovery.

• 13:49 Reason #4: We support body image healing and help clients end the war with their bodies.

• 15:22 Reason #5: We see the difference nutrition makes in mental health.

• 17:10 Reason #6: We witness the power of hunger and satiety signals returning.

• 17:50 Reason #7: We help clients fuel their bodies for joyful movement.

• 18:30 Reason #8: We continually learn and provide cutting-edge nutrition information.

• 19:10 Reason #9: We embrace that sometimes there are no ‘right’ answers in nutrition—but there is always a next step.

• 19:50 Reason #10: We collaborate!

• 18:43 Conclusion: Celebration of all dietitians on Registered Dietitian Day and a reminder to feel valued and inspired in your work.

Today, we celebrate the dedication, passion, and impact of dietitians everywhere—because the work we do truly changes lives.

As a special celebration for RD Day, sign up for a free workshop all about private practice success!

From Dietitian to Business Owner: 10 Steps to Build a Thriving Private Practice 

I’ll walk you through the steps you need to start and grow a successful private practice - without burnout. 

🗓️ Wednesday, March 26th | 12:00 PM ET

🔗 Learn more & sign up: https://pursuingprivatepractice.com/10-steps-to-build-a-thriving-private-practice-workshop/

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/

Find us on Instagram @pursuing.private.practice

Welcome to the Pursuing Private Practice podcast!

Join Jennifer McGurk, the CEO of Pursuing Private Practice, and Elizabeth Stasny, owner of Live With Nutrition, to discuss the nuances of running a private practice as a dietitian. They explore the various business models available, including the decision to take insurance vs. private pay, the benefits of in-person vs. virtual sessions, and the potential of group offerings. Elizabeth shares her inspiring journey of building her practice, the challenges she faced, and the importance of community and support in the dietetics field. This episode emphasizes that there is no one-size-fits-all in business; instead, each dietitian must find what works best for them.

Whether you've been a dietitian for many years or are brand new to the field, this episode will inspire you to explore different types of business offers in private practice.

1. No One-Size-Fits-All in Business: Elizabeth shares how every private practice looks different. From taking insurance to choosing between virtual and in-person sessions, success comes from making choices that fit your values and goals.

2. The Pros and Cons of Taking Insurance: Accepting insurance can increase accessibility and referrals, but it also comes with billing headaches and administrative burdens. Elizabeth explains why the best choice depends on your business model.

3. Elizabeth’s Passion Project: With more clients using GLP-1 medications, Elizabeth believes dietitians play a crucial role in guiding them. Her group program provides non-judgmental, science-based support to help clients build healthy habits.

4. The Power of Running a Group Program: Elizabeth highlights the benefits of group programs, from fostering community to creating new revenue streams. She encourages dietitians to explore group offerings alongside one-on-one care.

Timestamps: 

• 00:01 Different Revenue Streams in Private Practice: Discussion on ways to diversify income beyond insurance, including group programs, digital products, and courses.

• 01:50 No One-Size-Fits-All in Business: Elizabeth and Jennifer emphasize that success in private practice looks different for everyone, and the best approach is the one that aligns with your goals and values.

• 06:32 Elizabeth’s Private Practice Journey: Elizabeth shares how she started her business, from in-person visits to growing her practice after a layoff.

• 16:05 In-Person vs. Virtual Practice: The pros and cons of each, including energy management, accessibility, and client connection.

• 22:22 Taking Insurance vs. Private Pay: A breakdown of the benefits and challenges of accepting insurance, including billing issues and accessibility for clients.

• 32:25 Running a Group Program: Elizabeth explains how group programs can complement one-on-one care and provide additional income opportunities.

• 34:19 Elizabeth’s Current Passion Project: Elizabeth advocates for dietitians to be a key part of the conversation, ensuring clients receive proper education and support.

As you continue to grow your private practice, remember that the decisions you make should align with your values, boundaries, and your unique strengths. 

Elizabeth is a dietitian and the owner and CEO of Live With Nutrition. Since starting her career in 2012, she has built a thriving private practice with a passion for group programs and community engagement.

She blends intuitive eating, HAES, and behavioral health with clear, evidence-based guidance, focusing on real-life, sustainable nutrition instead of diet rules. Her mission is to free people from the pressure to eat perfectly and challenge the guilt tied to food and health. She helps clients create a nutrition plan that supports their goals, preferences, and well-being - one they can truly LIVE with.

Find Elizabeth on Instagram @livewithnutrition and her website https://www.livewithnutrition.com/

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/

Find us on Instagram @pursuing.private.practice

Welcome to the Pursuing Private Practice podcast!

Join Jennifer McGurk, the CEO of Pursuing Private Practice, and Rachelle Heinemann, Therapist, Eating Disorder Expert, & Confidence Coach to talk about what dietitians need to know about counseling in private practice. 

The heart of a successful private practice isn’t just about providing nutrition education—it’s about building strong, supportive therapeutic relationships that truly help clients heal. In this episode, we dive into what makes counseling different from education, why setting boundaries is crucial for both you and your clients, and how to navigate client ambivalence. This episode will give you key takeaways to transform your counseling strategies, create better connections with your clients, and ultimately improve retention in your private practice.  

1. The Therapeutic Relationship: A therapeutic relationship is about creating a safe space where clients feel comfortable exploring their challenges, while the provider maintains professional boundaries and understands personal biases.

2. Counseling vs. Education: Counseling goes beyond simply providing information, as it requires understanding how clients receive and interpret that information, as well as addressing any resistance they may have.

3. Counseling Tips for Dietitians: A key tip for dietitians is recognizing that not all clients are fully invested in the counseling process, and acknowledging their ambivalence can help nurture a more effective and supportive relationship.

4. Boundaries in Counseling: Setting clear and consistent boundaries is essential, not only for preventing burnout in providers but also for creating a structured environment that supports clients' personal growth and accountability.

Timestamps: 

• 03:30 Private Practice Journey: Rachelle shares how her work evolved from one-on-one therapy to podcasting to speaking and becoming a leader in her community.

• 05:54 Counseling and Business Success: Discussion on how strong counseling skills are essential for building a thriving private practice.

• 08:30 Counseling vs. Education: Rachelle explains the difference, stressing the need to understand clients' experiences and resistance to make changes.

• 12:18 Creating a Safe Space: The importance of acknowledging clients' ambivalence and providing a safe environment for expression.

• 16:13 Naming Client Feelings: Discussion on the importance of naming clients' emotions while avoiding assumptions.

• 23:45 Importance of Boundaries: The necessity of boundaries for both clinician well-being and client healing.

• 30:39 Defining Good Work: Discussion on the qualities of good counseling, including attentiveness and being human.

• 34:16 Tolerating Discomfort: Exploring the importance of helping clients develop resilience in uncomfortable situations.

• 37:10 Holding Space for Clients: Rachelle reflects on pivotal moments in counseling and the value of holding space rather than fixing problems.

• 39:10 Advice for Dietitians: Rachelle shares the importance of cross-education, supervision, and therapy for enhancing counseling skills.

Rachelle Heinemann is a speaker and eating disorder educator. She provides trainings for providers about eating disorders, disordered eating, body image, and effective therapy practice. She is the host of the podcast Understanding Disordered Eating. Rachelle is also a licensed mental health counselor (NY), licensed professional counselor (NJ), and certified eating disorder specialist (CEDS) in private practice. Rachelle is part of executive leadership at IAEDP NY (International Association of Eating Disorder Professionals).

📱 Connect with Rachelle on her website or Instagram. 

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 your team with confidence? EXPAND is your path to stepping into the role of CEO: https://pursuingprivatepractice.com/business-coaching/

Find us on Instagram @pursuing.private.practice

Welcome to the Pursuing Private Practice podcast!

Join Jennifer McGurk, the CEO of Pursuing Private Practice, and Shawna Melbourn, a non-diet Registered Dietitian and owner of ED for RDs. 

Shawna shares the journey of starting her online program, the evolution of her offerings, and the importance of human connection in counseling. 

• Development & Growth of ED for RDs: ED for RDs grew from a single course created during maternity leave into a robust program with diverse offerings, addressing the evolving needs of dietitians.
• Feedback Guides Change: Participant surveys and focus groups provided essential insights, enabling program adjustments to better align with learner levels and preferences.
• Counseling Strategies & Techniques: Shawna and Jennifer discuss building genuine connections with clients through techniques like emotional coaching and the importance of meeting clients where they are.
• Personal Challenges in Counseling: Dietitians often face pressures like perfectionism and delivering measurable results, requiring a balance of empathy and self-boundaries to take care of themselves in private practice. 

Timestamps: 

• 00:34 The Importance of the Conversation: The conversation begins with an introduction to the importance of discussing the journey of a business owner, including the ups and downs, and the significance of counseling skills in private practice.
• 06:14 Seeking Creativity and Connection: Shawna shares her experience of feeling the need for creativity beyond private practice and the desire to connect with other dietitians, especially during the transition into motherhood.
• 08:13 Laying the Groundwork for a New Program: Shawna discusses the initial organization of their program, outlining the modules they wanted to include, and how they began selling it even before it was fully developed.
• 14:53 Adapting to Feedback: The conversation shifts to the feedback received from participants, leading to changes in the program structure, including the frequency of Q&A sessions.
• 19:41 Tailored Training for Diverse Learners: Shawna emphasizes the importance of tailored training for different levels of learners, highlighting the shift from a large program to smaller, more focused offerings.
• 23:13 Launching "ED for RDs Essentials": Announcement of the upcoming launch of "ED for RDs," a six-module program designed for early to intermediate learners, which will replace the one-year program and offer more flexible access.
• 25:59 The Art of Effective Delivery: Discussion on the importance of delivering information effectively to ensure client transformation and the significance of building human connections in counseling.
• 30:40 Normalizing Pressure in the Profession: Shawna talks about the pressure dietitians may feel to deliver results and earn their worth, normalizing these feelings within the profession.
• 41:38 Resources: The episode concludes with the importance of the ED for RDs website as a central hub for resources.

Shawna Melbourn is a non-diet Registered Dietitian, an Approved Supervisor through the International Association for Eating Disorder Professionals (CEDS-S), and a Certified Intuitive Eating Counselor. She has walked alongside many individuals and families while they take courageous steps toward recovery from an eating disorder. 

With almost 20 years of dedicating her career to this vulnerable and rewarding population, she developed an online training course for Registered Dietitians and other healthcare providers to learn these valuable and caring tools. In ED for RDs: Eating Disorder EDucation for Registered Dietitians online courses, she shares her years of training, and clinical experience from both hospital and private practice and offers a safe place to gather non-diet, evidence-based practical knowledge. 

Want to connect with Shawna? 

🌐 Website: www.edforrds.com

📱 Instagram: @edforrds 

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/

Find us on Instagram @pursuing.private.practice

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/

Find us on Instagram @pursuing.private.practice

Welcome to the Pursuing Private Practice podcast!

Join Jennifer McGurk, the CEO of Pursuing Private Practice, and Courtney Vickery, the owner of Declet Designs to discuss the highs and lows of 2025 and what’s ahead. 

Whether you’re just starting your private practice or have been a CEO for years, you'll relate to Jennifer and Courtney’s reflections on the past year. 

• Reflection on the Past Year: Courtney and Jennifer discuss the highs and lows of Pursuing Private Practice in 2024. There were significant highs such as the revamp of Business School, and there were plenty of lows like the disappointing outcome of the fall cohort of EXPAND which received 0 applications. 
• 2025 Word of the Year: Jennifer shares her word of the year for 2025 - content. For her, it doesn’t mean that she’s settling. It means that she’s settled. In a world where we constantly chase an ever-moving finish line, she’s decided that this year, she’s already arrived.
• Team Dynamics and Changes: Courtney and Jennifer talk about transitions within their teams, which leads to a period of adjustment that takes time. 
• The Future of the Pursuing Private Practice Podcast: The podcast will now feature biweekly episodes, focusing primarily on dietitian business owners. Topics will focus on themes in Business School, such as navigating challenges in private practice and implementing effective business strategies. 

Timestamps: 

• 03:54 Podcast Goals: The goal of the podcast is to inspire business owners to persevere through challenges and take up space.
• 06:30 Word of the Year: Jennifer shares her word of the year, "content," and what it means for 2025.
• 17:00 Revamping Business School: Discussion of the revamping of the business school and the challenges faced in the past year.
• 22:39 New Consulting Options: Introduction of new consulting options for clients, including 1:1 business consulting and VIP days, allowing for more personalized support.
• 26:46 Shift to Bi-Weekly Episodes: Announcement of a shift to bi-weekly podcast episodes to allow for richer conversations and better planning.
• 35:10 Plans for 2025: Jennifer shares plans for 2025, focusing on content creation and potential new offerings, while also emphasizing the importance of boundaries and team effort.
• 38:32 Closing Remarks: Encouraging listeners to rate, review, and provide topic requests for future episodes. 

Courtney Vickery, MS, RD, LD is a multi-passionate entrepreneur in the weight-inclusive space. She's an anti-diet dietitian and Certified Intuitive Eating Counselor with her own private practice, Vickery Wellness. She is also the CEO of Declet Designs, her website and branding studio for weight-inclusive businesses.

She has a double dose of knowledge, with bachelor's degrees in political science and dietetics, plus a Master's degree in Foods & Nutrition from the University of Georgia (and still teaches an undergraduate course there). Her passion for blending her love for weight-inclusive care with her knack for web and branding design makes her your friendly expert in dietetics and web design.

Find Courtney on Instagram at @decletdesigns 

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/

Find us on Instagram @pursuing.private.practice

Looking for the ultimate support system to build the private practice you’ve always dreamed of? Business School is a comprehensive online program, designed to guide dietitians through every stage of business—whether you’re just starting out or actively growing your caseload. With business education, supportive coaching, done-for-you templates, and a community of like-minded dietitians, you’ll gain the tools, courage, and confidence to create a business that reflects your values and goals. For a limited time, you can save $500 off of the program! Learn more and join today.

This bonus podcast episode is a recording of the latest workshop that kicked off our Business School launch! The Roadmap To Start and Grow Your Dietitian Private Practice is packed with valuable insights to help you start and grow your private practice. We hope it inspires you to take up space in business!

00:01:19 - Benefits and Fears in Private Practice

Discussion on the advantages of starting a private practice, addressing common fears and doubts that dietitians face.

00:06:30 - Taking Up Space and Goals

The importance of asserting oneself as a dietitian in business, along with encouragement for participants to share their private practice goals.

00:10:37 - Stages of Business: SET UP Your Private Practice

Introduction to the stages of private practice, including a detailed checklist to prepare for opening and the mindset for success.

00:15:37 - Legal and Financial Questions

Guidance on choosing business structures, legal requirements, selecting a business name, and separating business and personal finances.

00:23:00 - Insurance and Client Rates

Pros and cons of accepting insurance in private practice and how to determine your hourly rate for clients.

00:26:10 - Client Onboarding and Overcoming Nerves

Creating initial assessment forms and onboarding processes, while addressing the normal nervousness associated with the first client.

00:32:15 - Marketing and Networking Strategies

Strategies for presenting your practice, identifying referral sources, and crafting an effective elevator pitch.

00:36:49 - Selling Services and Client Experience

Reframing the sales process as matchmaking, discussing the importance of customer experience, and ongoing counseling skills development.

00:41:20 - Transitioning to the GROW Stage of Business

Introduction to the growth stage of business, including organizing finances, streamlining systems, and utilizing AI tools.

00:45:11 - Email Marketing and Community Ideas

Setting up email marketing strategies and networking within the local community to gain referrals and create content.

00:48:45 - Brand Development and Lead Attraction

Understanding the importance of branding, generating leads, and thinking like a CEO to embrace business ownership.

00:54:06 - Coasting and Self-Care Strategies

Understanding the coasting stage's importance for self-care, setting boundaries, and using personality assessments for business enhancement.

00:57:38 - Celebrating Wins in Business School

The importance of recognizing achievements, followed by an overview of the business school program and its benefits.

00:59:24 - Business School Program Structure and Support

Details about the benefits of joining Business School, including accountability, coaching, community support, tools, and resources provided.

01:03:35 - Curriculum and Goals Overview

Explanation of the comprehensive curriculum, expected outcomes, and details about the special promotion for joining the program.

01:07:12 - Q&A Session and Addressing Imposter Syndrome

Transition into a Q&A session addressing participants' questions, along with a discussion on overcoming imposter syndrome.

01:10:19 - Marketing Strategies and Client Management

Tips on attracting clients during the New Year resolution period and maintaining relationships with former clients.

01:15:23 - Onboarding Clients and Outsourcing Marketing

Guidance on onboarding new clients effectively, followed by a discussion on the pros and cons of outsourcing marketing.

01:25:21 - Closing Remarks

Final thoughts and an invitation for participants to join the Business School Program!

We shared some exciting news at the workshop...

​Business School is officially open for enrollment—and for a limited time, you can join for $500 off!

This is your chance to access the support, strategy, and tools you need to build the private practice you’ve been dreaming of.

But don’t wait—this special promotion is only available until Tuesday, December 3rd!