Healthcare business growth is often talked about as a journey of success, expansion and opportunity. But behind the scenes, it can feel very different.

In this episode of It Takes Heart, Troy Parsons shares a deeply honest look at what it really takes to build and sustain a healthcare business. From early ambition to moments of overwhelm, his story is one many practice owners will quietly recognise.

From Passion to Pressure

Like many healthcare professionals, Troy’s journey began with a simple goal: helping people. But stepping into business ownership quickly added layers he wasn’t prepared for.

The shift from clinician to business owner isn’t just about skills, it’s about identity. Suddenly, you’re not only responsible for patient care, but for livelihoods, systems, and sustainability.

And sometimes, despite your best efforts, things don’t go to plan.

The Moment Everything Feels at Risk

One of the most powerful parts of Troy’s story is the moment many leaders face but rarely talk about.

It’s a reminder that healthcare business growth isn’t linear. There are seasons of uncertainty, where resilience and resourcefulness matter more than perfection.

What Actually Moves the Needle

Through experience and a few hard lessons, Troy uncovered something many healthcare businesses struggle with: the fundamentals.

He points to two critical areas, leadership and business model, as the real drivers of sustainable growth. And one lever stands out above the rest, pricing.

It’s not always an easy conversation, especially in a profession built on care and compassion. But getting the balance right allows practices to deliver better outcomes for both patients and teams.

Why People Stay

Despite the challenges, Troy built a team that stayed with him for decades. Not because everything was perfect, but because people felt valued.

Troy unpacks why so many healthcare practices struggle, not because of poor clinicians, but because of unsustainable business models. Drawing on lessons from building his own clinics and coaching practice owners through The Hive, he shares practical insights on pricing, profit, leadership, and the key metrics that help practices become more sustainable, scalable and enjoyable to run. 

This speaks to something deeper in healthcare business growth: culture. When people feel supported, seen, and part of something meaningful, they stay and they grow with you.