CBD & Wellness • Patient Trust • Practice Growth
A product can start a conversation. The way a practice listens, educates and follows through helps determine where that conversation goes.
In this episode of Meet the Experts, JR Burgess sits down with Justin Finneman of KÜRIBL Klinical to explore CBD, the company’s provider-focused muscle cream, and the everyday work of building patient trust.
Their conversation reaches beyond products into team communication, continuity of care and the personal development behind sustainable practice growth. For owners of regenerative, wellness and cash-pay practices, it offers a useful question: Does your team know how to guide the patient through the next step?
Small Wins. Stronger Patient Relationships.
Justin’s interest in this work began with his own patient journey. In the interview, he describes needing a hip replacement at about age 25 and seeking ways to care for his other hip. That search introduced him to JR and the team at Rejuv Medical.
He later brought that patient perspective into clinic roles and his work with KÜRIBL. Justin calls a positive, manageable first experience a “micro-win”: a moment that can help a patient feel heard and become more comfortable asking questions.
JR and Justin share personal experiences with the muscle cream, but the larger practice lesson is about relationships. Listen to what matters to the patient, explain the offering clearly, and follow up on the experience. Their accounts are personal experiences, not a promise of the same result for every patient.
In This Episode
- Justin’s patient journey and path into the wellness industry
- The “micro-win” concept and its role in patient trust
- KÜRIBL’s approach to cultivation, extraction and testing
- The 3000 mg muscle cream and provider-focused model
- Why education should extend beyond the treatment room
- Choosing a team member to guide the patient journey
- Personal development, collaboration and practice leadership
- Justin’s perspective on connected practice technology
A consistent patient experience starts with a team that understands the offering and knows how to explain it.
Inside the KÜRIBL Klinical Conversation
The Muscle Cream
The supplied product image identifies KÜRIBL Klinical Muscle Cream as containing 3000 mg of hemp-derived CBD, with camphor and menthol. In the interview, Justin also discusses arnica and essential oils in the formulation.
His focus is on an offering that practices can introduce and explain within an ongoing patient relationship. The episode’s product discussion reflects the speakers’ experiences and the company’s positioning.
From Seed to Product
Justin describes KÜRIBL as vertically integrated: growing its plants, performing extraction, and conducting internal and third-party testing. He connects that hands-on involvement with the company’s approach to sourcing and quality.
For a practice evaluating a supplier, the discussion raises practical questions about where a product comes from and what documentation accompanies it.
A Provider-Focused Model
Justin explains why the company developed a provider-exclusive clinical offering and a sampling program. He describes direct relationships with clinics and support intended to help their teams understand the products.
The distinction matters: the conversation concerns the Klinical line, rather than a claim that every KÜRIBL product is available only through providers.
Before Adding Your Next Offering
Justin encourages practice owners to consider who will explain a new offering, how the team will stay aligned, and what support patients will receive after the initial conversation.
EDUCATE
Give staff a shared understanding of your products and services. Justin emphasizes clear explanations that align with the provider’s conversation.
CONNECT
Identify a compassionate communicator who can listen, answer practical questions and help patients navigate their next steps.
SUPPORT
Build a repeatable follow-up process. JR and Justin discuss training, touchpoints and teamwork as foundations for continuity of care.
Leadership Shapes the Patient Experience
For Justin, practice growth also involves the owner’s willingness to grow personally. He describes the pressure clinicians can face when they combine patient care with the demands of running a business. He and JR discuss the value of guidance, self-awareness and a team that shares the practice’s purpose.
They also explore collaboration with complementary providers and Justin’s vision for better-connected practice systems. He sees an opportunity for tools such as patient records, customer relationship management and AI documentation to work together more coherently.
The thread running through the episode is consistent: products, technology and people need to work together around the patient experience.
Special Offer for Meet the Experts Viewers
Request Your Complimentary Clinical Sample Package
KÜRIBL’s episode offer invites healthcare providers to complete a complimentary clinical registration to receive a free full-size 3-ounce bottle of 3000 mg Muscle Cream, along with samples of several other KÜRIBL products.
Enter “MD Biz Advisors” in the “how did you hear about us” field during registration.
Questions? Contact Justin at justin.finneman@kuribl.com or 763-568-3900.
Meet the Experts
Justin Finneman
KÜRIBL Klinical
Justin brings experience in patient communication, clinic operations and the provider-facing wellness space. In this episode, he shares how his own patient journey shaped his approach to education, relationships and supporting independent practices.
JR Burgess
Executive Business Advisor | MD Business Advisors
JR Burgess is an Executive Business Advisor and healthcare growth strategist who helps doctors build thriving cash-based clinics with stronger systems, better teams, and measurable patient outcomes.
Having served in fractional leadership roles spanning CEO, COO, CFO, CRO, and CMO responsibilities, JR brings hands-on experience across the major functions of clinic growth. He helps medical professionals move beyond clinical education into leadership, implementation, scalability, and sustainable business growth.
