Are you trying to stand out in a saturated market? Most practices work hard to serve everyone but end up serving no one particularly well. This week on Episode 173: From Saturated to Specialized, we’re talking with Natalia, a family nurse practitioner who runs her own practice but is starting to feel the effects of a crowded field.

Together, we discuss why rebranding her practice to focus on veterans and first responders might be the game-changing strategy she needs. Natalia shares her experience using VA disability exams as a successful revenue stream and considers how narrowing her niche could attract loyal, cash-pay patients. We also explore actionable steps to set your practice apart, build a sustainable patient panel, and avoid burnout.

If you're ready to stop competing and start specializing, this episode is packed with practical tips to take your business to the next level.

To watch the video on YouTube you can watch it here: https://youtu.be/49zK9ivoKf8

When passion isn’t profitable, you’ve got tough choices to make

Episode 172 dives straight into the brick wall many nurse practitioners hit when their "dream" clinic just won’t pay the bills. Johanna shares her reality check running an aesthetics and weight loss clinic that drains more money than it brings in. But here’s the hard truth: we show why doubling down on something just because you want it to succeed won’t make the numbers work.  

We pull apart what’s actually working for Johanna (her profitable VA exams) and lay out the blueprint for scaling what pays, not what drains you. You’ll hear plain advice on letting go, cutting unnecessary expense, and leaning hard into objective business decisions.  

If you’re trying to force a business to succeed while ignoring where your real money is coming from, you’ll want to hear this. Stop working harder for less. Get the clarity and action steps you need to make your next move profitable.  

If you want to watch the video, check out https://youtu.be/mZBwTMuQOA4

 In this episode, we explore Laura’s journey through the ups and downs of building a practice that accepts insurance. Her story highlights a common pitfall: letting a single bad experience, like working with an unreliable medical biller, affect major business decisions. 

Justin talks to Laura about how the right team can make or break your trajectory and why it’s critical not to let one person shift the entire course of your business. Whether you're debating cash vs. insurance or struggling with a toxic hire, this episode is a reminder to take control, make smart adjustments, and keep your long-term vision intact. 

In this episode, we explore Abby’s inspiring journey as a soon-to-be nurse practitioner with a bold plan to open her own practice before even graduating. At just 28, Abby is proving that you don’t need decades of experience to succeed in the world of niche wellness services like weight loss and HRT. 

We discuss why these kinds of practices are accessible even to new grads, the basic clinical skills that really matter, and how confidence and smart decision-making can make all the difference. If you're a new NP, RN, or someone considering this path, this episode offers valuable reassurance and a dose of motivation to get started sooner than you think. 

In this episode, we explore Ciara’s journey—an experienced FNP who has built a virtual wellness practice centered around weight loss and hormone replacement therapy, with functional medicine on the horizon.

Despite minimal marketing and a part-time approach, her business has grown organically from $20K in year one to over $100K in year two—all while juggling motherhood and a new pregnancy. Now, she’s looking to take things to the next level without pouring more of herself into it.

This conversation dives into key topics like hiring strategically, creating passive income, and eventually building a business that can run—and even be sold—without you. If you’re dreaming of scaling your practice while maintaining work-life balance, this one’s full of gold.

Kate, an FNP who’s running a solid wellness clinic and looking to expand into men’s health joins Justin for a very interesting conversation. While men’s health is a great addition, Justin emphasizes why she shouldn’t abandon the steady revenue she’s making from weight loss and GLP-1s.

Key takeaway: Don’t throw away a profitable service—build alongside it.

Kate’s strategy? Keep the weight loss revenue flowing while growing men’s health on the side. This way, if GLP-1s become less viable in the future, she won’t be left scrambling. Justin also dives into the importance of LegitScript certification for online advertising, highlighting how Kate’s already seeing a strong return after just a few weeks.

If you’re building a wellness practice, this episode is packed with smart, strategic advice to help you diversify, grow, and protect your business.

In this episode, Justin chats with Jenn, a nurse practitioner juggling a lot—including a profitable primary care practice. The key takeaway? If something in your business is working, don’t walk away from it.

Even if it’s not your passion, a steady income stream is worth preserving. Justin shares how to turn that service line into sustainable, possibly passive income by hiring help, so Jenn can free herself up to focus on the things she does want to pursue.

Bottom line: you don’t have to love every part of your business—but if it’s making money, find a way to keep it alive.

This episode is packed with smart advice for any NP entrepreneur thinking about scaling, simplifying, or pivoting without leaving money on the table.

In this episode, Justin dives into a high-level conversation about business growth, risk-taking, and building something big—before you feel “ready.” Today's guest is Alex an RN who isn’t letting titles or timing hold her back. She’s taking smart, strategic steps to scale her practice now, while she works toward her NP license.

From hiring providers and working with a medical director to setting up protocols and investing in her future, she’s proof that you can build as you go.

If you’ve ever told yourself you need to wait for the “right time” or “right credentials” to start—this one’s for you.

No matter where you are in your journey, there’s always a way forward if you stay focused and use what you’ve got.

In this episode, Justin speaks with Vince, a psychiatric Nurse Practitioner in the early stages of launching his private practice. Like many new business owners, Vince is navigating common challenges—gaining traction, getting found online, and balancing startup costs.

Together, they explore simple, effective steps to help Vince move forward without being overwhelmed. From finding the right space for a Google listing to staying focused on what truly matters, Justin reminds Vince—and all of us—that success is a process, and progress is just around the corner.

If you’re just getting started, this is your reminder: If you want real growth, you have to show up fully—half effort gets half results.

In this episode, Justin sits down with Mercy, an FNP working full-time in oncology while launching her new practice offering TRT, weight loss, and IV infusion services. Like many new entrepreneurs, she’s eager to grow and attract more clients—but growth takes time, and patience is key.

Justin and Mercy discuss why having a strong foundation is crucial when starting a business. Instead of constantly chasing new ideas, it’s important to focus on refining what you already offer and allowing your service lines to grow naturally. Success doesn’t happen overnight, but with the right mindset and consistency, the results will come.

If you’re in the early stages of your business and feeling frustrated with slow growth, this episode is a must-listen. Stay the course, trust the process, and watch your business thrive!