5 Steps for Building a Real Community Around Your Clinic

Building a community sounds big, doesn’t it? Like something that takes a full team, a big plan, and way more time than you actually have. But the truth is, real community tends to start small, and when you create simple, genuine moments of connection, it naturally grows into something lasting.

That’s something Destin Jones (Jane’s community and events leader) has done beautifully. What started as a simple effort to bring people together and a genuine love for community has grown into a career in helping businesses find their own.

In this playbook, Destin shares her tips for building a community that feels natural, sustainable, and true to you. If you’ve ever wondered how to bring people together around your practice (without burning out trying to do it all), this one’s for you.

Let’s get into it.

Step #1: Start with your “why”

Action: Before you start inviting people in, get clear on what you want your community to be. Who do you want to bring together? What do they have in common? Then dig into why it matters to you and to them.
Why it helps: When this is clear to members before they join, it’s easier to attract the right folks and create real conversations.
Pro tip: Keep your “why” visible both for your team and your members to help keep everyone aligned.

Step #2: Build community together

Action: Your best ideas will come from the people already around you. Ask a few regular clients, post a quick poll, or chat with your team about what kind of space would feel most meaningful.
Why it helps: When people help shape the vision and agree on guidelines, they feel shared ownership of the community. That helps set the tone and how people show up and support each other.
Pro tip: Start with just a few easy-to-follow dos and don’ts. Keep them friendly and flexible, and revisit them as your community grows.

Step #3: Create real connection

Action: Go where your community already spends time, and show up as yourself. Maybe you start a short newsletter, an online group, or a regular workshop. People connect most when they can tell you’re being your real self.
Why it helps: Real connection builds trust. When your tone feels personal and your spaces fit easily into people’s daily lives, they’ll be more likely to engage and come back.
Pro tip: Treat every message as an invitation, not an announcement. Ask a question, share a story, or open a space for replies. Connection grows through two-way interaction.

Step #4: Spotlight real stories

Action: Share the real humans behind your clinic. The faces, small wins, and everyday moments that make your work meaningful. People don’t just want to know what you do; they want to know who you are.
Why it helps: Sharing authentic glimpses into your world helps people feel connected before they even meet you. Maybe it’s a quick photo of your office pup, a peek behind the scenes, or a story about what keeps you inspired. Show them what it feels like to be cared for by you before they even walk through the door.
Pro tip: Don’t overthink production. A quick photo and a short, heartfelt caption often resonate more than a perfectly edited video.

Step #5: Encourage connection

Action: Help your members connect with each other, not just with you. Ask open-ended questions, host a small gathering, or start a discussion thread where people can share their experiences.
Why it helps: The strongest communities are built on many relationships, not just one. When people begin connecting on their own, the community becomes more resilient and self-sustaining.
Pro tip: Celebrate small moments of connection: a thoughtful comment, a shared laugh, or someone helping a new member. These interactions are the heartbeat of a thriving community.

Bonus Step: Keep it simple

Action: Community can grow anywhere, online or offline. Maybe it’s sharing helpful tips, hosting a local event, or offering your space for workshops. Focus on what feels natural to you and your members.
Why it helps: When your community reflects who you are, it’s easier to stay consistent and enjoy the process. What matters most is genuine connection, not endless content. Don’t feel pressure to be everywhere. Just be where it feels meaningful.
Pro tip: Play to your strengths. If you love events, start there. If online sharing comes naturally, begin with that. The best approach is the one that feels most authentic to you.

Looking for More Community? We Know Just the Place 👀

If Destin’s playbook inspired you to find your community, we’d love to welcome you to ours.

We created the Jane Community for practitioners like you. It’s a space to come together and swap ideas, ask the hard questions, and support each other through the messy, meaningful parts of clinic life.

👉 Come say hi . Your people are waiting.

And if you want to learn more about community building, tune into Destin's episode of Radio Front Desk and listen to the full conversation. 🎙️