If you’re marketing and growing a wellness practice—whether it's a medspa, chiropractic office, longevity clinic, or integrative health center—you already know how competitive this industry can be. But here’s the thing: winning new clients is only half the battle. Keeping them long enough to become loyal fans? That’s where the magic happens.
In this article, we’re combining wellness-industry best practices with proven frameworks from Joey Coleman's “Never Lose a Customer Again” and the StoryBrand Welcome Email Sequence to create a client onboarding checklist specifically designed to help health and wellness practitioners like you improve retention rates and grow the business.
The best part? With the right systems and automation tools, you can make the entire welcome and onboarding process a pleasure—for both you and your clients.
Why Onboarding Matters: How to Never Lose a Client Again
Joey Coleman says the first 100 days after a client signs on with you are the most critical for building loyalty and reducing churn. In the wellness industry, this window is even shorter. Your clients are trusting you with their health, appearance, and well-being—which means the onboarding experience has to create trust and excitement from the very first interaction.
When onboarding is done well, you:
- Establish your authority and care.
- Reduce appointment no-shows.
- Build long-term relationships that drive referrals.
- Increase client lifetime value.
The Foundations of a Successful Wellness Client Onboarding Process
Wellness practices have unique needs that set them apart from other industries. Your onboarding process should include:
- HIPAA-compliant forms & processes
- Online booking and rescheduling capabilities
- Customized intake forms (think medical history, consent forms, wellness goals)
- Personalized automations (not just templated emails!)
- Pre-appointment education (explaining your services or prepping clients for their treatment)
And most importantly—it should be human-centered and reassuring. This isn’t just about logistics; it’s about showing clients that they’re in the right place.
The 7-Step Client Onboarding Checklist for Wellness Practitioners
Here’s a refreshed approach, inspired by Joey Coleman’s emotional journey model and tailored to wellness practices:
1. Personalize the Experience From Day One
Use your intake forms to learn about the client's goals, concerns, preferences, and even small personal details (birthdays, preferred communication style). This information should be referenced throughout the onboarding process.
2. Welcome Them with a Human Touch
Go beyond automated confirmations. Send a personalized video or voice message from you or a team member to introduce yourself, express excitement, and acknowledge why they chose your practice.
3. Build Confidence Through Education
Send a welcome kit via email (or physical mail) with:
What to expect during the first appointment.
Practitioner bios and your unique approach.
Educational resources (e.g., "Top 5 Ways to Prepare for Your Facial" or "Chiropractic Care 101").
4. Set Clear Expectations and Next Steps
Using StoryBrand principles and messaging, clearly outline:
What happens before and after their first visit.
How long treatment typically takes.
How they can contact you.
The outcomes they can expect.
5. Make Booking and Rescheduling Effortless
Ensure your booking system is online, mobile-friendly, and automated, but also ensure a human is available for extra support. Your system should allow:
Online intake form completion.
Secure payment links.
HIPAA-compliant communication.
6. Create Moments of Delight
Surprise them by adding a thoughtful touch before or after their first appointment:
A small branded wellness gift or sample.
A personalized thank-you note.
A post-appointment follow-up call to check on their experience.
7. Prime Them for Referrals and Reviews
Once the new client or patient comes in, at the end of your follow-up email or call, plant the seed:
“We love working with clients like you, and referrals are the biggest compliment you can give us.”
Set the stage for a future Net Promoter Score survey, testimonial request, or Google review.
Enhance the Experience with a StoryBrand Welcome Email Sequence
The StoryBrand framework isn’t just about marketing—it’s about clarity and connection. Your welcome sequence should answer these key questions for your clients:
What problem are you solving for them?
How will the process work?
How will their life improve after working with you?
This can be layered into your onboarding automation to build trust and reduce client hesitation.
Automation & Personalization: Striking the Right Balance
Yes, you can automate onboarding—but you don’t want it to feel robotic. Tools like Keap allow you to automate the essentials (invoices, booking links, reminders) while leaving room for personalized touches like:
Handwritten thank-you cards.
Personalized video messages.
A quick call from a team member to check in before the appointment.
This blend of tech and personal care ensures your clients feel seen and valued.
Next-Level Client Retention: From First Appointment to Raving Fan
Joey Coleman teaches that client retention isn’t just about systems—it’s about emotions. Are you making clients feel welcomed, cared for, and appreciated? Are you celebrating milestones (e.g., their 10th appointment or birthday)?
Your onboarding process sets the tone for everything that follows.
With a client-centric, automated onboarding system in place, your practice can:
Reduce no-shows.
Increase referrals.
Create a standout reputation in your community.
And the best part? You don’t have to do it alone.
At Salt Marketing, we help wellness practitioners like you implement automated onboarding and retention systems using tools like Keap CRM—so you can focus on client care and growth.
Ready to streamline your onboarding and turn new clients into lifelong fans? Let’s chat about how we can help you set it all up!