The Rise of Business Coaching in Osteopathy
- Mia557
- Aug 19, 2025
- 3 min read
An Interview with Gilly Woodhouse, owner of https://osteobiz.com
Q: What’s driving the recent rise in business coaching within the osteopathy profession?
A: Several factors have converged. More graduates are entering an already saturated market, often with excellent clinical training but little business knowledge. Patients now expect a professional service, digital presence, and streamlined experience, which requires skills beyond treatment techniques.
Younger osteopaths increasingly want both financial stability and work-life balance, realising that clinical ability alone doesn’t ensure a thriving practice. The COVID-19 pandemic accelerated this shift, pushing practitioners to adopt digital tools, online marketing, and new patient acquisition strategies.
Q: Have you noticed a shift in how osteopaths view the “business” side of their practice?
A: Absolutely. There’s been a clear mindset change from “I’m just a healthcare provider” to “I’m also a business owner.” Rising costs, regulatory demands, and competition from physiotherapists and chiropractors mean that ignoring business fundamentals is no longer an option.
Technology has also been a catalyst—online booking systems, social media, and telehealth are now essential. Meanwhile, younger practitioners expect both professional fulfilment and financial success, and they’re prepared to build practices that reflect that.
Q: Does this trend reflect a broader change across healthcare professions?
A: Yes, it mirrors a wider healthcare transformation. Patients are increasingly acting like consumers, especially in the private sector. NHS pressures are driving more people toward private healthcare, and with that shift comes higher expectations of service and professionalism.
Osteopaths, like other healthcare providers, need marketing, business systems, and compliance knowledge to thrive. Business coaching bridges that gap.
Q: What challenges are osteopaths hoping to solve through business coaching?
A: The most common areas include:
Patient acquisition in competitive markets
Team management and consistent care delivery
Digital presence—websites, Google listings, and social media
Pricing strategies that balance affordability with profitability
Work-life balance—reducing long hours without sacrificing income
Professional positioning against physiotherapy and chiropractic
Practice efficiency—from reducing no-shows to streamlining admin
Q: How does business coaching shift osteopaths’ mindset from just patient care to also include strategy?
A: Coaching reframes business skills as a way to enhance patient care, not detract from it. Clear systems and professional communication improve trust, patient satisfaction, and outcomes.
Strong business practices prevent burnout, ensure compliance, and free up time for quality patient interaction. Ultimately, a healthy practice sustains healthier patients.
Q: Is there resistance within the osteopathic community?
A: Yes, though it’s declining. Common concerns include fears of appearing too commercial, worries about compliance with the General Osteopathic Council (GOsC), cultural discomfort with self-promotion, and hesitations about cost or time investment.
Interestingly, resistance tends to be stronger among established practitioners, while younger osteopaths are more open to coaching.
Q: Are younger osteopaths more receptive than older practitioners?
A: Definitely. Younger practitioners see business skills as essential, are comfortable with digital tools, and expect a balance between financial success and lifestyle.
Older practitioners often built their practices through referrals and word-of-mouth, so they may see less need for coaching. Mid-career osteopaths are often the most motivated, as they balance family responsibilities with growing practice pressures.
Q: What business skills do osteopaths typically lack at the start of their careers?
A: The biggest gaps are:
Digital marketing – websites, SEO, social media compliance
Business administration – GDPR, insurance, accounting
Patient communication – treatment plans, retention strategies
Practice management – scheduling, multi-site efficiency
Networking and referrals – GP relationships and cross-professional links
Q: Which practice areas most often need coaching support?
A: Based on my work, the top five are:
Digital marketing & online presence (99%)
Patient acquisition & conversion (80%)
Practice efficiency & systems (85%)
Pricing & financial management (90%)
Professional positioning (60%)
Q: Does business coaching help osteopaths achieve better work-life balance?
A: Absolutely. By automating systems, optimising efficiency, and setting pricing strategies, osteopaths can work smarter, not harder. Coaching also helps establish professional boundaries, identify profitable clinic locations, and even create passive income streams.
This reduces stress, prevents burnout, and enables practitioners to enjoy both professional and personal fulfilment.
Q: Where do you see the integration of business coaching and osteopathy heading in the next 5–10 years?
A: I expect:
Integration into education – mandatory business modules in osteopathy training
GOsC requirements – formal recognition of business competencies
Digital health expansion – more sophisticated practice management
Consolidation – multidisciplinary clinics and franchise models
Specialisation – niche coaching in areas like sports or corporate wellness
Preventive care opportunities – positioning osteopaths as key players in public health
The profession is at a turning point: those who embrace business skills will thrive, while those who resist may struggle to remain competitive.
