We used to take on anyone. Restaurants, contractors, retail, trades. The wellness work was different in a way that took a while to notice.
A restaurant owner wants more covers on a Tuesday. A clinic owner wants a full schedule, but not at the cost of how they practise, and the standard marketing playbook doesn’t account for that. Half of it is tactics that would embarrass a practitioner to run, and a portion of it can cause real problems for a regulated health practice.
So the work narrowed. Naturopathic clinics, wellness practices, allied health, the businesses where marketing has to fit around how the practice actually runs rather than the other way around.