Thanks for the background info - that helps put things into context. I don’t know if any of this is helpful/useful, but I can see one of two things contributing.
Traffic sources. Have you compared organic search traffic vs. referral traffic year to year? Would be curious if one was higher than the other. Maybe you were doing something last year around this time that brought more referral traffic and that’s the gap? (It’s a long shot I know, but worth looking at to get a deeper sense).
Market psychology. If your customers make money by billing through health insurance, there are some “unknowns” right now with what the new administration will do come January. I think this explains the emergency sessions - use it before you potentially lose it. From a practitioner perspective, they’re probably trying to figure out what’s going to happen and may just be in that “what and see” mindset since no one really knows. It might be that they’re just holding off on doing anything more for their business until they have facts, since anything right now would be speculative. I know that might not make a whole lot of rational sense, but people aren’t always rational about these things. (Procrastination as an evolutionary advantage, etc.)
BONUS: They’re all getting slammed with work because everyone’s deductibles are paid off (end of year), so everyone’s getting all of the things taken care of that they put off throughout the year due to high deductibles. I’ve seen this with dentists, etc. - people hold off until the end of the year to get the big ticket items when they have paid their deductibles down and it’s essentially “free” for them.
But yeah, because you’re in the health and wellness space, I could see something going on there if they’re dependent on health insurance.
I would reach out to a handful of customers you’ve worked with closely (via support tickets, etc.) and maybe just ask them their take on how potential upcoming/rumored changes to health care laws may impact their businesses.
Other than that, the DOW broke 19,000 so it seems like (for right now anyways) things are on the up and up from a market perspective.