214: When Success Isn’t Enough – The Story of How Jessica Jones, RD, Pivoted from Food Heaven (a Thriving Media Company) to Diabetes Digital, an Insurance-Based Private Practice to Find Fulfillment

As dietitians, our career paths don’t have to be linear. Sometimes, walking away from something highly successful is the key to finding true fulfillment.

In this episode, I sit down with Jessica Jones, MS, RD, CDCES, who shares her journey of leaving a thriving media brand to build something that aligned more deeply with her purpose. Despite the massive success of Food Heaven, a wellness brand and podcast with over 5 million downloads, Jessica found herself craving something different, something more meaningful. That led her to co-found Diabetes Digital, a virtual nutrition counseling practice providing insurance-covered diabetes care.

We dive into:

• Why success doesn’t always equal fulfillment, and how Jessica knew it was time to pivot
• The shift from media & brand partnerships to an insurance-based group practice
• The challenges & rewards of running a telehealth business
• How niching into diabetes & prediabetes transformed her career
• What it really takes to scale a group practice while staying profitable

This episode is a must-listen for any dietitian considering a career pivot or anyone curious about what it really looks like to build a business that aligns with your values.

If this episode resonated with you, I’d love to hear about it so please rate & review it!

Links:

1. Join our FREE dietitian community
2. Book your FREE Business Strategy Call today (open to starting, growing or scaling dietitian business owners)
3. Diabetes Digital
4. Diabetes Digital Podcast
5. Food Heaven
6. Careers at Diabetes Digital
7. Follow Diabetes Digital on Instagram: @diabetesdigitalco

Transcript Summary:

[00:00:00] Welcome & Introduction & Why We’re Talking About Hiring 

[00:02:00] Jessica’s Journey: From Journalism to Dietetics 

[00:06:00] The Birth of Food Heaven: A Media Empire 

[00:10:00] Staying Consistent for Years Without Making Money 

[00:14:00] How Food Heaven Made Money: Revenue Streams 

[00:19:00] Transparency in Business: What Worked & What Didn’t 

[00:21:00] Leaving Food Heaven & The Shift to Diabetes Digital

[00:23:00] The Lightbulb Moment: Starting an Insurance-Based Practice 

[00:26:00] The Reality of Running an Insurance-Based Group Practice 

[00:32:00] The Challenges of Insurance Billing & Verification 

[00:36:00] Growth Plans for Diabetes Digital

[00:42:00] The Power of Niching: Why Specializing in Diabetes Was Key 

[00:45:00] Jessica’s Typical Day as a Business Owner