The Business of Creating Health

Next Course:

Planning for 2023

$495.00 – $795.00

Virtual or In Person | Salt Lake City

Upcoming Course Dates

Planning for 2023

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Course Description

Now that you have learned the art and science of hormone replacement therapy, many of you are opting for a different kind of practice: one in which you and the patient dictate care, not the insurance company; one in which you spend more time with patients, uncover root problems, and move them to more positive health outcomes. With that approach comes a different business model; one that may include a cash practice or some type of blended concierge hybrid practice. 

All of this begs the questions, “how do I achieve a practice that gives me both the work-life balance I desire and more time to spend with patients? Is it possible to build a practice that leaves me feeling invigorated instead of jaded and burned out?” The good news is that it certainly is. 

We want to help you achieve a practice that is rewarding and profitable. You probably didn’t go to business school, so we’ve assembled a course that brings the business training to you. This training is specific to your needs in building a successful business model in the preventive medicine space that shows you how to earn more income while seeing fewer patients.

We have heard many of your practice frustrations around transition, growth, business models, pricing, consent forms, legal business structure and more, and we want to be the solution. 

This course brings together two consulting groups who specialize in bringing practices just like yours to the next level. Our course agenda includes software solutions, website specialists, a panel of successful providers, and a legal specialist, all designed to help you move and grow your practice. 

You can be rest assured that we will also provide simple solutions you can implement into your practice that don’t cost extra money. Many of the solutions we present are budget friendly and have all been proven to deliver real results. You will walk away from the weekend with a variety of beginner and advanced techniques to accelerate your practice.

Access: This workshop is offered in-person and/or virtually. You can choose if you would like to be shipped printed educational materials. We will also post a recording for each day that same evening. The recording will be available until Thursday of the week after the event to re-watch or catch up on anything you may have missed, but it will not be available after this time.




8:00 – 8:15 a.m. Introduction

Dana Burnett, M.Ed.


8:15 – 9:00 a.m.

Is All This Business Stuff Worth It – A Case Study: How one hormone clinic tripled their revenue in less than 2 years doing EXACTLY what you are going to learn this weekend

You went to medical school to help people, but you know that if you are going to own your own practice there is work to be done on the business side.  But, you have questions!  Should you try and do all the extra work on your own and save money?  Should you hire an “expert” and risk spending money and getting nothing in return?  Is it possible to avoid marketing costs and still be successful through word of mouth?   Dr John Carrozzella, a hormone provider who runs a highly profitable clinic in Florida, shares how his practice went from good to AMAZING once he decided to embrace the business side.  In this very honest conversation, Dr C tells what he did differently, how scary it all was and the surprising results he got.  Here’s a hint … the results are not just about the bottom-line profit!

Guest Speaker – John Carrozzella, MD


9:00 – 10:30 a.m.

Integrative Cash Practice Structuring: Getting It Right!

Join published speaker and legal expert Jim Eischen as he guides you on best practices for integrative/HRT cash practice model structures, fees, and services. The presentation will outline basic Medicare/Medicaid compliance and explain why there is no need to opt out of Medicare to engage in lawful cash healthcare practice. The presentation will also review pricing options, and how pricing strategies can encourage improved patient connection, help shift healthcare from a commodity to a connection, create stronger and more predictable revenue streams, and empower utilization of HSA/HRA/FSA funds for services. Finally, functional compliance solutions for integrative/HRT cash practice consent and HIPAA requirements will be presented.


Guest Speaker – Jim Eischen, JD


10:30 – 10:45 a.m. BREAK


10:45 – 11:45 a.m.

Ten Reasons Why a Business Plan Makes Your Practice Bullet Proof

When a patient sits in your office for the first time, do you start by writing them a prescription and then seeing how it goes? Of course not! That would be foolish. Yet over 90% of businesses treat their business that way. They open their doors, hire some staff, find some patients, and then watch and see how it goes. When things “feel” good, all is well. When things go wrong, they have no idea how or where to make changes and it can be very frustrating.  There is a cure.  And it’s not that hard to do.  All you need to do is make a plan.

Join Jody Layne, CEO of The Green Leaf Group as she explores 10 reasons why a business plan makes your practice bullet proof.  For most people, making a business plan can sound as fun as getting a root canal.  But Jody shares how to make creating a business plan fun.  She will walk you through why plans make such a big difference, how to create one that is actually useful and what a difference an effective plan makes on a thriving practice.

Guest Speaker – Jody Layne


11:45 – 12:45 p.m.

Tools for Your Practice – EMR specifically designed for Cash/Concierge practices

Your EHR is at the center of your daily workflow. From new patient registration through initial consult, labs, prescriptions or insertions, and follow-up, you rely on your EHR to facilitate your clinical and administrative documentation, as well as patient-communication. This talk will review key functionality that HRT clinics need from their EHR, like patient forms and questionnaires, lab integrations/ trackable lab data, compounded medication eRx, pellet dosing tools, inventory management, and integrated payments. In an HRT-friendly EHR, these tools work well – independently, and together with other parts of your EHR – making your job easier and contributing to a positive patient experience.

Guest Speaker – Ben Dappen


12:45 – 2:00 p.m. – Lunch and Learn

Informal Panel Discussion with Providers – Moderator: Patrick Dermody

Sit down with some Worldlink trained providers that run very successful practices.  As you enjoy your lunch, listen to their stories that range from epic failures to extraordinary triumphs and everything in between.  These participating providers have been doing what we are learning this weekend and they are ready to answer all your questions about what works, what doesn’t work, what produces results and how to avoid common mistakes. Come ready to ask your questions – nothing is off limits with these providers.

2:00 – 2:45 p.m.

Open Practice Formation Guidance: Audience-Invited Open Practice Formation Consult (Including Marketing and Telehealth Guidance)

Join national cash integrative/HRT practice legal expert Jim Eischen in an audience-wide open practice formation consult, going step-by-step with essential guidance for opening or re-framing a cash practice toward improved compliance and business structuring. The “consult” will integrate guidance on consent forms and telehealth licensure/fees/services as an interactive open discussion on how to implement best practices.

Guest Speaker – Jim Eischen, JD

3:00 – 5:30 p.m.

A Website Series – Simple and easy hacks to make your website into your best sales tool

  • Session 1 – Design Matters!

The moment someone lands on your website, they make an immediate decision about your practice.  That first impression is a direct result from how professional and inviting your website looks.  Poorly designed websites can make you look like you lack credibility.  This applies to desktop and mobile designs!  The good news is that it is easier than ever to make a website with clean designs that are sure to win over your visitors in an instant.  Clayton Arrighi, Marketing Manager for Florida Center for Hormones and Wellness Consultant for The Green Leaf Group will share all his secrets for how to improve your online presence without spending a fortune.

Guest Speaker: Clayton Arrighi

  • Session 2 – Get Found, demystify SEO and understand how google works, what you can do to get found and keep it up

Guest Speaker:  Ryan Cote

  • Session 3 Convert More –  Essential Website Features That Turn Visitors Into Patients

Grow your patient base by creating a website that makes it easy for visitors to understand what you offer and feel confident enough to schedule with your office.

Guest Speaker: Keelie Reason



8:00 – 9:00 a.m.

The Secret to Doubling Your Income – Rebooking, products, next services, membership

  • Increase your rebooking rate while building value on the next visit
  • Increase add-ons and closes after the visit (products, packages, memberships, etc)
  • Increase referral / high reviews by collecting testimonials

Guest Faculty – Jody Layne

9:00 – 10:00 a.m.

The Revenue Planner – How to set aggressive goals and empowering your team to reach them

While you most likely went into medicine to help people, the reality is that our business needs revenue to stay open.  If you aren’t turning a profit, you aren’t keeping the lights on.  During this session we will explore how important it is to create the revenue projections each year.  You will learn how to create realistic projections, how to analyze your revenue actuals vs goals and how to keep your team accountable and even inspired to meet and exceed your annual revenue goals

Guest Faculty – Moises Chacon

10:00 – 10:30 BREAK

10:30 – 11:30 a.m.

Understanding the Sales Cycle – Learn the journey the prospects take from curious to buying patients:

Every buyer goes through various stages as they decide who and what to buy.  Knowing the mindset of your patient as they go from prospect to customer will amp up the success of your marketing.  But, the work doesn’t stop there.  This essential session will shed light on specific sales processes that hormone patients respond to and when put into practice can turn the most skeptical into your most satisfied patient?  Plus, we will walk through some very specific tactics you can take to make sure your patient stays with you for life.  This session change your approach to scheduling patients forever.

Guest Faculty – Jody Layne


11:30 – 12:30 PM

Marketing 101 – Understanding the Target Audience, Messaging, and Creating a Marketing Plan on a Budget

The adage goes: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half” (John Wanamaker). But this no longer has to be the case for today’s practice owners! Today’s tools and marketing platforms can empower you to build your practice more efficiently than ever before. In this session we’ll breakdown simple techniques for crafting effective marketing messages, tips on the best places to advertise and tools that allow you to track your leads as they turn into new patients.

Guest Faculty – Josh Blakenship




1:30 – 2:30 p.m.

Marketing 102 – Serve Don’t Sell:  Learn how to be of service to your potential new patients and you never need to sell again


Hate being a salesperson?  Then this class is perfect for you!  Once you learn how to serve potential patients’ needs you won’t need to worry about selling ever again.  In this session, we will be sharing how to use what we learned about the Buyer’s Journey in Marketing 101 to create inbound marketing campaigns that will teach, entertain, and delight your audiences in a way that causes them to take action as you build your prospect list and fill your patient schedule. Our session will leverage data from a real-case studies and give you specific takeaways for implementation.

Guest Faculty – Josh Blankenship


2:30 – 3:30 pm

The Biggest Mistakes Companies Make on Social Media – and How to Fix Them Fast


The amount of time that can be wasted on social media is shocking. And often there isn’t much to show for the effort and money spent. If you’ve ever felt like you were spinning your wheels on social media, this session will help you course correct quickly. Haven’t fully adopted a strategy? Learn what to avoid before you get going.

During this session, you will:
1. Understand why social media has become such a time suck, and how it doesn’t have to be
2. Get clarity around what to post, where to post it, and how often
3. Pick up tactics that help social media drive your revenue goals

Annie Schiffmann has spent over eight years using organic social media methods. With her company, Downstage Media, she has helped companies increase revenue, grow communities, and build their audiences. She has worked in social media in the health industry since 2016.

This session will be:
– Hands on
– Fast-paced
– Chock full of actionable tips you can use during the session

Guest Faculty – Annie Schiffmann


3:30 – 3:45 BREAK


3:45 – 5:00 pm.

Faculty Speakers Panel Discussion focused on social media, SEO, paid advertising and content writing – Moderated by Jody Layne

Got some questions for the marketing experts you heard this weekend?  Join us for this question and answer session with our speakers. Nothing is off limits. Whether you have a question about something you heard this weekend or are stumped with something in your own practice, come prepared to ask your questions and leave with answers that will help you get to the next level of success in your practice.


5:00 – 6:00 p.m. RECEPTION


8:00 – 9:00 a.m.

Website Audit – We’ll review 3 websites from the audience and will have our professionals what they each did well and what they could do better

  • Guest Faculty: Jamie Layne/Marteknology, Jody Layne/The Green Leaf Group, Clayton Arrighi/The Green Leaf Group, Ryan Cote/Functional Medicine SEO, Josh Blankenship/TopSpot


9:00 – 10:00 a.m.

Website Accessibility – It’s the new age of web development and it’s the law!


You spent time and money creating a website that accurately shows what you do and how you do it.  You use your website as a powerful tool to inform prospective patients and encourage them to call and book with you. However, if your site is not built properly, people with disabilities can’t see or read your site’s content.  And that isn’t only frustrating for the visitor.  It can also cost you a lot of money in fees and penalties and can hurt your placement in the search rankings with Google.


The Americans with Disabilities Act (ADA) is over 30 years old now, and per the DOJ, the rules in this law apply to websites that serve the functions outlined in the Act.  There has been a stronger push in the last few years to find and punish sites that are to compliant.  And not knowing the laws isn’t a defense so ignorance to ADA compliance for your website can be a very expensive risk.  In this talk, learn from Jamie Layne, a certified website accessibility specialist as he teaches you the risks and find out the steps you need to take to educate and protect yourself.

Guest Faculty:  Jamie Layne


10:00 – 10:15 BREAK


10:15 – 11:00 a.m.

5 Powerful Tips for Hosting a FREE Event with The Purpose of Getting New Patients

Some of the busiest practices use events in their office as a way to meet new patients as well as delight and support existing patients.  The problem with live events is that all the work is done in advance so if the event fails, you have already invested everything and that can be frustrating.  Amand Brown, Director of Patient Services at The Florida Center for Hormones and Wellness alomg with Jody Layne, COO of FCHW and CEO of The Green Leaf Group are here to share specific and useable tips to making sure your event goes off without a hitch and prodcues amazing results!

Guest Faculty – Jody Layne & Amanda Brown

11:00 – 12:00 p.m.

Case Study Presentations of your Colleagues!!


12:00 p.m. Adjourn


Coming soon

Location & Travel Details


Coming Soon


This conference is for anyone involved with a medical practice who wants to learn skills and strategies to dramatically improve the profitability of their practice, such as through marketing, sales, business development, and legal skills. In addition, if you are exploring a different kind of practice whereby you control the number of patients, how much you charge for services, and how much time you spend with patients, then this conference is for you!

Our attendees typically include people or persons responsible for the practice’s growth, such as providers and/or their support staff. In an ideal world, both would attend. The provider benefits from learning why particular marketing and/or business tactics are recommended to implement, while support staff benefits from learning the best tactics to implement. The sole provider learns both why and how these marketing skills work, so they can eventually reach their financial and personal goals.

If you are a part of a large company, a practice administrator or business owner can attend. This includes prescribers, such as  MDs, DOs, PAs, NPs, NDs, and Business Owners.If you are a part of a small company, the business owner would especially benefit from this conference, such as the provider or a staff member. Non Prescribers, such as MAs, RNs, RPhs, Resident/Interns, Pharmacists, Dietitians, Nutritionists, Health Coaches, Office Managers, and/or support staff may also benefit from attending the conference.

No matter what your business model is, you all serve patients; therefore, knowing and understanding basic business and marketing principles is essential to your practice’s success. If insurance reimbursement is not your main source of income, then this conference is definitely for you!

Yes, absolutely. We have different faculty discussing entirely different topics. This year, we are going to spend a lot more time on sales, revenue projects, and skills that support reaching your financial goals. This will be in addition to best marketing practices, and important legal knowledge – like telemedicine and web accessibility regulations.

Yes! If you are brand new to business ownership, the information in this conference will set you off on the right foot. You’ll likely see success faster than if you started without it. It is highly recommended that new practice owners come and learn. You may not be able to implement everything at once, but you will walk away knowing what to do to build the practice you want.

Yes! Providers who are looking to grow their patient base and bottom line revenue will learn about many useful tools and resources to help their practice expand and grow. For example, over the course of the conference, you’ll hear from people who are already successfully running multi million dollar practices. They will share their success strategies as well as their mistakes, so you can avoid them and reach success sooner.

It’s more than worth the investment. Let’s break down your cost vs future income:

Let’s say a new patient yields a net profit of $1500 a year. Now, let’s say because of what you have learned from the BOCH course, you bring on at least fifteen new patients this year (which is quite realistic). Based on the maximal figures of what the conference costs ($795 for a prescriber, plus travel expenses), then the investment has clearly paid itself off to the tune of +$20,000! Now that’s real success!

You should attend this conference any way you can. If you have a choice, it is preferred to come in person. In this way, you will receive deeper support from vendors and speakers who are there to answer your questions and provide ongoing, one-on-one help. However, if you can only attend virtually, we certainly understand, and your experience will be just as enriching. You’ll  have access to our live Q&A session during the conference, as well as to recordings for 4 days post conference. We are also there for support after the conference ends and to answer questions as they come up for you.