Your Medicine Makes Life Better


Many natural healthcare practices confuse their potential patients with unclear messaging. StoryBrand provides a formula to craft your message so that your ideal patients will be captivated and want to engage. Follow this blog series to discover how StoryBrand is a natural fit for marketing your naturopathic, chiropractic, acupuncture, or functional medicine practice.

This article is part 10 of 11 in a series on StoryBrand for Health and Medicine. Check out the entire series here.


StoryBrand for Health and Medicine Part 10: Your Medicine Makes Life Better


If you are a practitioner or a business owner in the field of naturopathic and integrative medicine, you are changing lives. But people who are not yet your patients or customers will not know it…unless you tell them.

That’s why you’ve got to talk about the BENEFITS of your products and services.

See—it’s easy to talk about the features. You do herbal medicine, acupuncture treatments, and lifestyle counseling. Now you need to answer this question: how does it make people’s lives better?


Types of Benefits You Help Patients Achieve

When you sit down to brainstorm the types of benefits you help your patients or customers achieve, there are 2 categories to consider: short-term and long-term. Short-term benefits are quick and obvious. Long-term benefits are less tangible but could be more meaningful. To get your creative juices flowing, take a look at these examples:

Examples of short-term benefits that naturopathic and integrative medicine often help people avoid:

  • More energy
  • Better mood
  • Less pain
  • Relief from nagging symptoms

Examples of long-term benefits that naturopathic and integrative medicine often help people avoid:

  • Vibrant health into older age
  • Freedom from medications
  • Ability to enjoy time with family
  • Energy to contribute to the community

How to Use Benefits in Your Marketing Message

When it comes to your marketing message, you cannot talk about benefits too much. In fact—you should be talking about benefits everywhere and all the time.

One important place to talk about the benefits is when you are describing your services. Rather than only listing the features, connect those features with benefits.

For example, “get an acupuncture treatment so you will leave your appointment feeling more relaxed and energized.”

Or, “we do comprehensive lab testing to help you understand the root cause of your symptoms.”

Or, “learn stress-management techniques so that you can have more peace in your day.”

Once you get in the habit, you’ll realize that you can connect a benefit with almost everything you do. Try it in your marketing message, and try it in your everyday interactions with patients. You’ll see that people get more excited and become more committed and compliant patients.

Benefits in the StoryBrand Framework

Read Building a StoryBrand by Donald Miller or check out the free online BrandScript tool. The section that talks about benefits is called “success.” You can learn more at or by hiring a StoryBrand Certified Guide.

Up next

This article is part 10 of 11 in a series on StoryBrand for Health and Medicine. Up next is Part 11: How to StoryBrand Your Health and Medicine Business

About Sarah at ND Pen

Hey, I'm Sarah Cook, ND. If you've wasted time and money on marketers who don't understand your medicine, we need to talk.  I'm a medical copywriter and StoryBrand Certified Guide. I help health and wellness practitioners use words to build insanely successful businesses. Check out all the ways we can work together!

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