Do we really need an Ideal Client?

Who is your ideal client?

A question I have heard many times as a practitioner and business owner.

I understand why we are encouraged to ask this.

In a world of modern business and marketing, we are often told to define our ideal client in detail.

what age are they? What do thy do? What are their biggest frustrations? what are they worried about/fear about? what are their health goals? what do they search online? What kind of person is most likely to choose our services? and the list goes on…

There is certain value in understanding the people we serve. It helps us communicate clearly and makes it easier for for someone to recognise that our services may be relevant to them.

But I have always felt uncomfortable with the expression “ideal client”.

Because when someone comes to me, I don’t see an ideal client.

I see a person. A human being.

A person with their own story, experiences, challenges, circumstances, health concerns, hopes, and expectations.

If someone reaches out because they are looking for support, and I believe I can help, I am open to have than converstaion.

The topic of ideal client made me curious about where this idea came from- and what the traditional Ayurvedic texts have to say about the person seeking care and assistance.

Where did the idea of the “ideal client” came from?

The practice of understanding particular groups of customers is not new. The modern business concept of identifying specific market segments developed strongly during the twentieth century.

A significant milestone came in 1956, when marketing scholar Wendell R. Smith published Product differentiation and market segmentation as alternative marketing strategies in the Journal of Marketing. His work helped establish market segmentation as a formal marketing approach, rather than treating everyone as one large uniform market - allowing businesses to identify groups with different needs and preferences.

Overtime, this thinking became increasingly detailed.

Instead of simply asking- ‘who might be interested in what I have to offer”

Business began asking - “who is most likely to buy from me?”

Eventually, this developed into the modern concept of the ideal customer profile, customer avatar and buyer persona.

These are very useful business tools.

For a health practitioner, for example, understanding the kinds of concerns people commonly bring to the practice can help us explain our services clearly and make our website easier to understand.

But there is a difference between understanding the people you serve and deciding in advance who deserved to be served.

That distiction matters to me.

What does Ayurveda say about the client/patient?

I found something quite facinating in classical Ayurvdic texts.

Ayurveda does describe qualities associated with a client who is more likely to participate successfully in the health journey. But these descriptions are not really a marketing profile.

They are about the therapeutic relationships.

The question is “what qualities help the client, practitioner, recommendations, and herbal remedies work together”

That sounds and feels very different to me.

The patient/client in the Charaka Samhita

The Charaka Samhita describes four fundamental factors that contribute to successful outcomes.

• Bhishaka - the practitioner
• Dravya - the herbal preparations
• Upasthana - attentiveness, support from a caregiver, believe in the higher power
• Rogi/Atura - the client/patient

The client is describes as part of the process.

Caraka Samhita also outline four qualities of the patient/client.

• Smriti - remember and follow the instructions.
• Follow guidance - trust the process and willing to participate, and follow instructions.
• Abhirutva (courage) - the client needs a degree of courage or fearlessness to follow the process
• Honest description - communicate the full story and their current state of health.

When I read this, I do not see a marketing avatar.

I see a relationship -

The client brings their story and experience.

The practitioner brings knowledge and clinical skills.

Herbal medicine, lifestyle and dietary recommendations are also part of the process.

Everyone has a role.

The Sushruta Samhita offers another perspective…

The qualities associated with a commendable patient.

They are - fortitude, vitality, having a condition that is treatable, having necessary resources, and following the advice of the practitioner.

Sushruta discuss the practical conditions that can support successful outcomes.

That distinction is importnat.

Someone may not fit a particular demographic profile, lifestyle, or marketing persona, but that does not tell us whether they can benefit from appropriate healthcare.

This highlights the role each individual has to play to develop the therapeutic relationship and engage in the process to achieve successful outcomes.

Ayurveda sees the individual

Ayurveda does not begin with the assumption that everyone needs exactly the same thing. Two people may have the same health conern and require very different approaches.

Their constitution, current state of imbalance, digestion, strength, age, environment, lifestyle, emotional state, habits and many other factors may all influence how I understand their situation and what I recommend.

This is one of the foundations of individualised Ayurvdic care- The person comes before the protocol.

As practitioner, we also have responsibilities.

We need to listen, continue learning, recognise the limits of our knowledge, recognise biases, communicate honestly, know when someone may need another type of referral.

And perhaps most importantly, we need to remember that then person sitting in front of you is not simply a condition or a health challenge- They are a human being with a story to tell.

So, do I have an ideal client?

my answer is -

I don’t think I have one.

I have people who come to me for many different reasons -

some may have been thinking about their health for a long time, other may have reached a point where they simply feel that something needs change

some may already know a great deal about Ayurveda, others may know very little

some may come looking for support with a particular concern, others may simply want to understand their health and wellbeing better.

Every person brings their own story.

There is no one-size-fits-all journey to wellbeing

This is also why I believe that healthcare needs space for conversation.

It can involve asking questions, looking at patterns, consider lifestyle and environment, review what has already been tried, and working alongside other healthcare professionals. There are no immediate answers or there may not always be one simple answer.

And sometimes the most appropriate thing I can do is recognise that someone needs support outside my scope and encourage them to seek it- It is part of responsible practice.

Perhaps the question is not “who is my ideal client?”

A more meaningful question for me is:

“How can I best support the person who has come to me?”

That encourages me to listen rather than assume

To understand rather than categorise.

To be curious rather than make judgements.

To meet the person where they are.

This does not mean I can help everyone.

It does not mean every plan is appropriate and will work the first time.

It does not mean that I don’t need clear professional boundarie.

It simply means that I am willing to listen and support to the best of my ability.

My approach as Sahana Therapeutics

My intention is to create a space where people can come as they are.

You don’t need to already understand Ayurveda.

You don’t need to know your doha.

You don’t need to have the perfect lifestyle.

You don’t need to have everything figured out.

You simply need to be willing to have a conversationa dnshare your story.

From there, we can explore what is happening, consider your individual circumstances, and look at appropriate ways I may be able to support you.

Sometimes that may involve Ayurveda, sometimes it may involve Naturopathy, Medical herbalism, or another approach within my scope of practice. It may also be working alongside your existing healthcare team.

A final thought

The modern world has become very good at categorising people.

We have algorithms that predict wht we may buy.

Marketing tools that identify what we might click.

Personas that describe what we might want.

Increasingly sophisticated ways of reaching the right audience.

These tools have their place. But healthcare is ultimately about something much more human.

A person sitting with another person.

A conversation

A story

A concern

A question

Vulnarability, Willingness and Courage

A shared intention to support better outcomes.

This is what I want to remember in my practice.

SO, if you ask me who my ideal client is, I may dosappoint you with my answer.

There isn’t one!

There are simply people who seek support

And if I believe I can help, I am happy to have that conversation.

Perhaps that is enough!