Episode
Why Your Marketing Needs to Start Before Referrals Begin
- Published
- May 3, 2026
- Duration seconds
- 2427
- Processing state
not_requested- Canonical source
- https://www.nacre.com.au/podcast/
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Summary
In this episode, Cathy Love speaks with Kait Cummins about a marketing challenge that many Allied Health Business Owners are experiencing. There is effort, activity, and visibility, yet conversion is not following. This conversation focuses on where that gap can occur. Cathy and Kait explore the reality that many businesses are still speaking to families too late. By the time marketing reaches them, those families may already be in the system, already informed, or already working with another provider. Instead, the discussion turns to an earlier point in the journey. The stage where parents sense something is not quite right, but do not yet have a diagnosis, clear language, or direction. They also touch on how tools such as AI within platforms like Meta are being used to better understand audience targeting and refine who the message is actually reaching. Alongside this, Kait shares a practical example of how a straightforward piece of work led to broader opportunities, including government engagement. It is a grounded reminder that clear, well-executed work can open doors without needing to be overly complex. Topics covered on marketing strategy, audience timing, and business positioning: Marketing too late in the journey – Many Allied Health businesses are speaking to families once they are already in the system, missing the earlier window of influence. Reaching the parent before it’s too late – The episode explores how to communicate with families who know something is not right but are not yet searching for therapy or specific services. Using AI and platforms to refine targeting – A brief look at how tools within Meta are helping to better define avatars and improve where marketing is directed. P.S. If this episode is hitting on pain points you’re facing, let’s cha…