How to actually grow YOUR Private Practice: A Beginners Guide to Marketing
Many people are constantly seeking answers to questions like, "How can I fill up my practice?" and "How can I get more referrals?" Some provide well-sounding advice, while others attempt to sell marketing courses, and some share the same strategies repeatedly. At the end of the day though, people are often left confused. Today, I'm writing this article to outline the different ways you can actually grow your practice through marketing. This article will provide you with an insightful overview of various strategies you can consider for your practice, empowering you to make informed decisions. Let's dive in.
What does it Actually mean to grow your practice, and how can it be achieved?
To understand how to grow your practice, we need to address the fundamental question of what it truly means to do so. Essentially, it means acquiring more referrals, right? This is the challenge we're aiming to solve. Most people aspire to have a consistent stream of referrals rather than relying on the ups and downs of the seasons or the algorithms of platforms like PsychologyToday and other directories.
So, how do we grow our practices? The answer is through marketing. We'll delve deeper into this shortly, but in simple terms, we grow our practices by exposing our services to as many potential therapy seekers as possible, convincing them that our practice is the right place to receive care. This is the essence of marketing—making people aware of what you do and persuading them to choose your practice.
For clarity and understanding, I'll categorize different marketing strategies into three groups: Directories, Google and SEO, and Miscellaneous.
Directories
Let's start with directories. These encompass platforms like PsychologyToday, ALMA's directory, Headways directory, ZocDoc, and similar listings. Directories serve as databases of therapists, where therapy seekers go to find the right therapist.
Most directories operate in a similar fashion: you create a profile with all your practice details, and potential clients can contact you if they're interested in scheduling. Directories are an excellent marketing option because they can expose your practice to therapy seekers. Moreover, they're generally cost-effective and easy to maintain.
However, directories can be inconsistent for providers. Sometimes, you'll receive an influx of clients, while at other times, the referrals may slow down.
Because therapy seekers gravitate towards directories, I encourage therapists to maintain a presence on at least one directory. A single listing on a directory like PsychologyToday might be sufficient to fill a solo practice caseload, but it won't necessarily take your practice to the next level, such as going all-cash pay or establishing a group practice. Thats where Google ADS and SEO comes in.
Google Ads and SEO
This type of marketing has the potential to elevate your practice to the next level, whether you aim for a cash-pay model or a thriving group practice. However, it can also be overwhelming, as it was for me initially. The mention of Google Ads used to make me anxious. It seemed too complex to grasp. Yet, as I've dived into Google Ads and SEO, I've come to realize that with some time, effort, and help, these strategies can be learned. But let me break down Google Ads, SEO, and Social Media just a bit more.
Google Ads involve creating ads that appear at the top of Google search results. These ads are managed through the Google Ads platform. While Google makes it easy to create and publish ads, it's best done with a professional. Setting up Google Ads includes tasks like keyword research, targeting specific locations, and other elements that require expert handling. Additionally, Google Ads can be costly, often necessitating budgets ranging from hundreds to thousands of dollars per month to see significant results. However, once your ad is running effectively, it can consistently generate referrals, and many find success in transitioning to a cash-pay model through Google Ads.
In conjunction with Google Ads, you need to focus on enhancing your SEO (Search Engine Optimization). This means optimizing your website so that it appears at the top of search results when people search for your niche or specialty online. For instance, if you specialize in DBT in New York City, you'd want your website to be on the first page of Google results when someone in New York City searches for "DBT therapy near me." This is achievable through strong SEO, which involves having a well-designed website with high-quality content, effective keyword research, and potentially regular blogging. SEO can be complex, so it's advisable to seek expert guidance on this as well.
By combining excellent SEO with a well-structured Google Ad campaign, your practice can appear at the top of Google, making it an effective referral resource. However, it's important to note that Google Ads and SEO can be expensive, particularly when you factor in consultant fees. Consider exploring these strategies once you've gained some traction with other methods or have established a solid solo practice.
Miscellaneous Strategies
Finally, let's explore what I'd refer to as miscellaneous strategies:
Google My Business: This is a free and essential tool for every therapist in private practice. It places your practice on Google Maps and in local search results, and it's easy to set up. Don't hesitate—create your listing today! I recently released a webinar about Google My Business which you can access at this link.
Networking: Although networking might not be your primary source of referrals, it's always valuable to inform people about your practice whenever the opportunity arises.
Business Cards/Flyers: Despite appearing old-fashioned, putting up flyers at coffee shops and other locations where potential therapy seekers frequent can be helpful.
Social Media Content: Creating videos and content can contribute to the growth of your practice. For example, a video about DBT in NY posted on YouTube can become a source of referrals. While this method won't completely fill your practice, it should not be overlooked.
Consider the Following
It is important to remember that there is no single marketing strategy that can be applied to everyone. There are many other factors that impact referrals and growth. Here are a few of them.
Location: Your practice's location greatly impacts the effectiveness of the marketing strategies mentioned. For instance, if you're in NYC and listed on PsychologyToday, you're competing with numerous other therapists for referrals, unlike a more rural setting where competition may not be as fierce. This means a therapist in a rural setting may get more referrals than someone in NYC or vice verse. It’s important to not compare, but rather examine the different factors that may be impacting referrals.
Specialty and Niche: Providers with specialties often find it easier to fill their practices than those who remain generalists. Specialized services face less competition and often have higher demand. For instance, there might be 1,000 therapists, but only 10 who specialize in ADHD. Competing with those 10 is much easier than competing with the larger group. Furthermore, the demand for those 10 specialists is high so they may each get full.
Insurance vs. Cash Pay: In general people who accept insurance report receiving more referrals than those who are cash pay.
Hours of Operation: The hours you work may impact the referrals you receive as well. It’s always helpful to have hours available that align with your target population. For example, if you primarily work with working professionals, then evening hours may be helpful.
If You Found This Information Helpful…
If you found the information in this article helpful and want to delve deeper into topics like this, consider joining my consultation group. This online community allows you to interact directly with me. I look forward to seeing you there.
