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Wellness Incorporated

The Health Entrepreneur’s Handbook

9 Steps to a Sustainable, Values-Driven Business

The essential guide for every entrepreneur in the health and wellness field—whether for-profit or non-profit, public or private.

Entrepreneurs working in the health and wellness sector face unique challenges and opportunities in the field—and yet, there has never been a business resource specifically tailored to their needs. Until now.


As the first book of its kind to address the specific needs of socially-minded healthcare leaders who want to take a “people first” approach when making decisions, based not on financial transactions but on relationships and desired outcomes, this is an essential guide for every entrepreneur in the health and wellness field—whether for-profit or non-profit, public or private.

Wellness Incorporated has actionable, practical information based on nine key principles specific to the health entrepreneur:

  1. Drive Your Dream
  2. Strengthen Your Expertise
  3. Maximize Your Message
  4. Scale for Impact
  5. Build in the Spirit of Equity
  6. Clear the Path
  7. Secure Your Health
  8. Find Your Blisspoint
  9. Leave a Legacy Ahead

Filled with practical tips and inspiring examples, including my own journey, Wellness Incorporated is geared toward those who know that taking care of your business is necessary to take care of others. 

Like many health entrepreneurs, I started with a dream. I wanted to help people in their pursuit of optimum health – where they felt strong and valued. But after running my business for twenty years, even with thousands of clients and a loyal staff, I felt tired, burned out, and unsure if my business would make it another 20 years. Rather than quit, I went on an intense quest, including more education, research and testing, to prove my company’s viability and identify the key components of successful healthcare practices—and in Wellness Incorporated I share these essential elements so your own business can prosper.

Jennifer Buchanan, MBA, MTA

Author of Wellness Incorporated and Tune In

Health Entrepreneur for 28 years

Jennifer Buchanan is a health entrepreneur in the truest sense of the word. Since she became a certified music therapist almost three decades ago, the music therapy industry has shifted from not being a recognized industry at all to becoming a legislated profession. As a leading expert, Buchanan has served hundreds of organizations with her team at JB Music Therapy, which she founded in 1991.

JB Music Therapy has thrice been nominated for the Community Impact Award by the Calgary Chamber of Commerce. Jennifer is also the former president of the Canadian Association of Music Therapists (1998-2001, 2013-2015). She is recognized as an esteemed leader in bridging academic research in music, medicine and the public.

Jennifer has appeared in many media outlets and presented internationally to numerous education, healthcare and government organizations. She is currently on the board of directors with the Famous 5 Foundation and looks forward to visiting more places and meeting more interesting people on her life’s journey.