About Us
Josephine Ting Strategy & Management
Our Purpose
Josephine Ting Strategy & Management exists to bridge the gap between holistic healing work and the digital systems meant to support it.
The firm specializes exclusively in health and wellness marketing, serving holistic health practitioners and wellness brands who require ethical, transparent, and industry-specific strategy. Every engagement is grounded in the understanding that healing work carries responsibility—and that marketing in this space must reflect that reality.
Why Health & Wellness Marketing Requires a Different Approach
Health and wellness businesses operate fundamentally differently from conventional service-based or consumer brands. Their work is rooted in trust, nuance, and long-term relationships—yet most marketing frameworks were never designed with these realities in mind.
Traditional marketing is largely built on sales psychology optimized for speed, scale, and transactional decision-making. These frameworks often emphasize exaggerated outcomes, urgency-based tactics, and the assumption that results should be immediate. While this approach may work in other industries, it consistently fails when applied to health and wellness.
When traditional sales-driven marketing is used to represent holistic health businesses, several issues emerge:
- Authenticity and transparency are compromised
- Complex healing work is oversimplified or misrepresented
- Ethical boundaries are blurred
- Trust with health-conscious audiences erodes over time
As a result, many wellness brands enter conventional marketing systems believing they are following best practices—only to experience misalignment, burnout, or failure within those systems.
Effective health and wellness marketing requires a highly specialized, industry-informed strategic mindset. It demands an understanding of human psychology, platform algorithms, ethical responsibility, and the unique pace and accountability of care-based businesses.
A Specialized, Pioneered Practice
Josephine Ting Strategy & Management was founded to address this gap.
Since 2020, the firm has worked exclusively within the holistic health and wellness space—long before it became a mainstream trend. This early focus enabled the development of a distinct approach to health and wellness marketing that integrates strategy, psychology, and deep industry fluency.
Rather than applying generic marketing tactics, the firm builds systems that:
- Communicate expertise with accuracy and care
- Preserve authenticity and transparency
- Support long-term trust-building with audiences
- Align growth with ethical responsibility
This level of specialization is not found in traditional or generalist marketing agencies. It is the result of years of focused work within the realities of health and wellness businesses.
The Founder
Josephine Ting
Founder & Strategist
I founded Josephine Ting Strategy & Management after getting sick and experiencing firsthand how fragmented, confusing, and opaque the health and wellness landscape can be—from the perspective of someone seeking care.
As I healed and began working more deeply within the industry, I saw the same issues reflected on the business side. Holistic health practitioners were being guided by marketing strategies that prioritized sales over ethics, speed over accuracy, and visibility over responsibility. Many wellness brands did not fail because their work lacked value—but because their work was being represented through systems that were fundamentally misaligned with the nature of healing.
My background in psychology, Traditional Chinese Medicine, and digital marketing allowed me to see both sides clearly: the depth and responsibility of healing work, and the mechanics of digital platforms and growth systems.
What began as a response to my own lived experience evolved into a specialized practice. Since 2020, I have worked exclusively with holistic health practitioners and wellness brands, continuously expanding and refining this work as I witnessed recurring patterns of misrepresentation, unethical practices, and unnecessary failure across the industry.
This business has grown not out of ambition, but out of necessity—to create a strategic, transparent, and ethical alternative for practitioners who want to grow without compromising their values.
How the work is guided
Josephine Ting Strategy & Management operates with a clear set of principles that inform every engagement:
- Specialization over generalization
- Strategy before tactics
- Transparency over persuasion
- Ethical representation over exaggerated claims
- Sustainable systems over short-term wins
These principles ensure that every strategy reflects both the practitioner’s work and the responsibility that comes with representing health and wellness services publicly.
Who this work is for
Josephine Ting Strategy & Management
partners with:
- Holistic health practitioners
- Wellness clinics and organizations
- Health educators and thought leaders
- Wellness brands grounded in ethical care
This work is best suited for those who value clarity, integrity, and long-term impact—and who understand that meaningful growth in health and wellness requires intention, not shortcuts.
Health and wellness marketing is not about louder messaging or faster tactics. It is about precision, responsibility, and trust.
Josephine Ting Strategy & Management exists to ensure that healing work is represented accurately, ethically, and strategically—so it can reach the people who need it most.