Lynn Chapman Sound Medical Marketing

Pivot to Digital Marketing

I met Lynn Chapman on Alignable this summer. Lynn recently pivoted from health education to digital marketing, bringing clarity, strategy, and tons of experience for a great niche: health care providers. I think one thing we can all learn from Lynn is the importance of figuring out your ideal client and then helping them find you. You can find Lynn and her rockstar business at

When did you start your business, and why did you create it?

I started Sound Medical Marketing in the summer of 2021. I’d already been doing marketing for ten years for the Foot and Ankle Center of Lake City. Two years ago, I decided I wanted to help other health care providers grow their practices. As a result, I returned to school to get a Digital Marketing Certificate at the University of Washington to improve my skills. I received my certificate this past summer (2021). I’m excited to transfer what I’ve learned to other types of medical practices.

While I haven’t always done marketing, I’ve always loved to help connect people to resources. I came to marketing later in life totally by accident. It’s turned out to be a perfect fit for me. Before that I worked for 25 years as a health educator and researcher for a university and health department and a manager for hospitals and a non-profit. I’ve always enjoyed writing and making medical information easier to digest for the lay person. As a result, I bring a solid background in medicine and health communications to the table.

I’m most interested in working with clients who want to make a significant difference in the lives of their patients. A naturopath would be an ideal client for me.

Tell us about your business and what makes you unique in your field.

Many companies offer digital marketing services to entrepreneurs, but not many specialize in the medical field. Even those who do are often marketing to very large hospitals and to clinics with multiple locations. Instead, I prefer to work for a clinic with one or just a few providers. That way I can get to know my clients well and design a digital marketing strategy tailored to meet their needs. I also want to develop a long-term relationship with my clients to help their business grow over time.

Did you create your own website or hire it out? Do you use WordPress?

I wanted to create my own website but then I realized I didn’t want to learn everything I needed to make it stand out. I hired someone to put together a WordPress website and I love it. I’ve managed WordPress sites in the past, so this was a platform I knew would work well for me.

What advice would you give to someone who is thinking about starting their own business?

It’s important to identify your ideal client to effectively market to them. If you try to market to everyone, you’ll end up marketing to no one. For new businesses it’s important to start small. When you choose one or two types of clients it’s much easier to figure out how to reach them. For example, when I speak to my clients who are health care providers, I ask the following questions: 1) who are your patients (what are their demographics), 2) what are their health concerns, and 3) where do they go for health information? Once I have that information, I can help them plan the copy for their website and social media. I can also make suggestions about the best social media channels to engage on.

If you could go back in time and do something differently, what would you do and why?

If I could go back in time, I would start my business sooner. I think too many of us have imposter syndrome. We don’t think we know enough to start a business, when the truth is we know plenty. If you can help your clients grow their business or improve their lives, you can be successful as a small business owner.

Is this your only job? Did you launch your business while working another job?

I think it’s important to keep your day job when you’re just getting started. I still do. That way you can build your business slowly, testing things out as you go along.

Who are your favorite bloggers or podcasts right now? Or what is an influential book that you’ve read lately?

Heather Cox Richardson is my favorite writer right now. She’s a professor of history at Boston College and she has a newsletter that goes out to thousands. She focuses on the current political situation and how history got us there. It helps me get the news in depth every day.

Is there anything else you’d like to share?

To learn more about my business, visit my website at In addition, I’ve written most of the copy for the Foot and Ankle Center of Lake City’s website. Find it at

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