Hey there! I'm Ralitsa*.
Lifecycle messaging strategist and conversion copywriter with a passion for UX, CX, behavior psychology and empathy-first email marketing that leads with the human on the other end.
My motto?
Connect genuinely and convert ethically across every touchpoint of the patient (and customer) journey.
I'm currently looking to help a few healthcare practice owners close their biggest patient communication gaps that show up between the patient's first visit and discharge.
So if you're a cash-pay physiotherapy or rehab clinic owner looking to improve your post‑eval follow‑ups so you can decrease mid-plan drop offs and improve your patient experience, I'd love to connect!
(*pronounced rA-li-tsah)
Ralitsa is a highly-skilled conversion copywriter; someone who thinks with her brain and consults with her heart. I feel lucky and blessed to have had the opportunity to benefit from her level of mastery and craftsmanship.
She is meticulous, organised, dedicated, and ridiculously easy to work with. Some of the best qualities you could find in a seasoned professional. She is also incredibly kind and patient with her clients.
I absolutely love how quickly she’s able to roll up her sleeves, get deep into a complex project, understand it thoroughly from all angles, and advise the best steps to achieve ambitious goals.
She performs her research and copywriting duties with surgical precision, which makes her deliverables worth 10x more than what she charges for.
Rohan Chandrashekhar
Managing partner at buzzvalve.com
Want to explore how we could potentially work together? Let's connect!
Important questions you may want to ask early on
What type of businesses do you typically work with?
Over the last 10 years, I’ve had the pleasure of working with a wide range of clients in different niches (e.g. eCom, education, healthcare, coaching, tech, and digital marketing agencies).
And while every industry and niche offers infinite opportunities for growth and optimization...
I work best with founders and brands whose values and mission I resonate with on a personal level. And whose offers and solutions I can wholeheartedly support.
This usually falls into the health & wellness, healthcare, and rehab space.
As someone who has chronic pain, is already invested in the PT space on a personal level, and who’s worked in the physiotherapy space early on in my copywriting career, I’m not *just* another marketer.
I’ve seen clinics focus heavily on acquiring patients through PPC ads and hiring marketing agencies that do everything under the SUN, only to deliver a lackluster patient experience after the conversion.
And because I know how busy growth-minded clinic owners are, I want to help them improve the patient experience they deliver outside of the clinic by making the most out of the communication channels they’ve already got available – beyond just a mere newsletter.
Because the whole point of staying top of mind for your existing and past patients isn’t just to blast off a newsletter a month and send them more “information”.
The point is to deliver value even when your patients are no longer in pain – so you are the first clinic they think of when they need a maintenance plan or when someone they know needs treatment.
If you'd like to get a better send of my process and how I think, check out my Capabilities Deck.
How do I know we're a great fit?
Honestly? You can’t know until you’ve worked with me.
Or at least until you get a better sense of what working with me looks like.
But if you believe in what physiotherapy can do for your patients AND you're looking to partner with someone who’s fully committed to understanding the ins and outs of your practice...
Someone who gets the patient journey and can help you fill in the gaps that are costing you midway drop-offs or sitting on a long list of dormant, disengaged patient leads –
I’d love to connect and explore with you how I can help.
In the marketing space, you’ll often hear all kinds of promises. I’m not someone who can guarantee results that are impacted by multiple factors.
The one thing I *can* guarantee, though, is having someone you can rely on by your side, who is committed to your growth and success. Someone who pays attention to the details, can connect the dots, and who looks at the bigger picture of your clinic (and all the nuances in between).
That’s a great (and perfectly valid) question!
If you spend some time looking into the different terms floating around, you’ll notice that a lot of writers label themselves as copywriters.
But, the truth is, copywriting is a nuanced field with differences that matter, especially now where every piece of copy sounds like it's written by AI. (Is "quietly" not bothering you just yet..?)
Content writers are usually part of a content marketing team. Sometimes they’ll also call themselves copywriters, which adds to every client’s confusion when trying to make sense of things. They usually employ storytelling techniques to draw people in and create brand awareness or awareness about a specific problem their ideal reader is facing. (Think top-of-the-funnel content like blog posts – and one of the first places to turn to AI for content LLMs love.)
Copywriters tend to fall into two broader categories: marketing copywriters and creative copywriters.
1) Creative copywriters usually work in agencies and produce creative (aka copy) for marketing campaigns aimed mainly at building brand awareness and boosting brand exposure. Think of ad campaigns like “Got milk?”, Volkswagen’s “Think Small”, and Dove’s “Real Beauty” campaigns.
2) Marketing copywriters, on the other hand, are those who write copy that’s meant to sell, usually in a direct-to-consumer way.
Direct response copywriting falls under that category, which is what you’d associate with those hype-y, long-form sales letters most bro-marketers love: often heavy on the psychologically manipulative triggers (i.e. dark UX patterns) and typically full of fake urgency and FOMO. At the same time, DR copy done right is the foundation of any copy that converts.
Conversion copywriting falls under the umbrella term “marketing copywriting” and is a term coined by the original conversion copywriter, Joanna Wiebe of CopyHackers.
As a conversion copywriter who’s studied under Joanna Wiebe, I specialize in the art and science of ethical persuasion. In other words, I fuse language, empathy, and emotion to craft relevant and personalized messaging based on:
- extensive voice-of-customer research (VOC)
- behavioral psychology
- proven copywriting frameworks
- timeless principles of human decision making
- User Experience design principles (UX)
Paired with a passion for human-to-human marketing and crafting thoughtful, retention-focused customer and patient experiences, you’ll have someone with a reliable arsenal of skills to help you:
- improve your patient communication strategy with messaging and touchpoints designed to serve your patients after each visit and their
- optimize your patient funnel and experience so you can retain your existing patients and stay top of mind long after they've completed their plan of care
- leverage one of the most intimate communication channels you have available (emails and SMS) in a patient-centric and thoughtful way
- deliver the kind of experience that patients refer your clinic to their friends and family and makes your clinic the top choice in your community
Here's what AI can't do: it can't sit with your booking data, your no-show patterns, and your front-office workflow and tell you where your patients are actually falling out of the funnel, or why.
Yes, it can generate copy in seconds. But it can't diagnose.
That's the part I get hired for.
The writing is the output. The communication strategy (mapping your specific patient lifecycle touchpoints, identifying gaps and opportunities, finding the commercial drop-off points, and building a messaging system you can actually run without adding to your front desk’s plate) is the work. AI is a tool I use to move faster once that diagnosis is done – it's not a replacement for it.
What happens on the call if I book a time?
I’ll ask you about your clinic, your patients, and your biggest patient retention challenge as it relates to drop-offs, re-engagement, and any patient-facing communication systems you have in place.
I want to hear about what you’ve already tried, what’s worked well for you, and what hasn’t.
I’ll tell you a bit about my process and how I can potentially help – there’s no pressure or packaged pitch involved.
If you believe we’re aligned and you see value in working together, we can take it from there.
If not, my goal is for you to leave with something to think about or that can help your clinic move in the right direction, even if that may not directly involve me.
The PT space is one I deeply care about. And the more clinic owners can shift their perspective when it comes to what’s possible, the better for your patients and the wider community.
How much will it cost?
I’m currently piloting the Patient Retention Diagnostic, a two-week engagement to find where PT practices are losing patients, revenue, and referrals – and exactly what to do about it.
The investment for the Retention Diagnostic is $895 for single-location practices.
For a multi-location or higher-volume practice: $1950.
To put that in context: if the diagnostic identifies even one structural gap in your patient communication system (and it will) the revenue impact of fixing it will recover that investment within the first month of implementation.
A 50% deposit confirms the engagement. The remainder is due on delivery of the roadmap.
Currently booking about one to two weeks out.
I keep my calendar tight on purpose: the diagnostic only works if I have real bandwidth to dig into your data and familiarize myself with your clinic and your patient journey, *not* squeeze you between five other clients.
