Private Practice and Social Media Marketing — A Therapist’s Dilemma
A few years ago, I opened my psychotherapy private practice, and truth be told, I started it based off of a local Facebook group. I had met who is now a current colleague in a networking meeting, and together, we decided to start a private practice. In what felt like just overnight, I was quitting my agency job and seeing clients on my own. I knew so little about the business side of private practice — getting clients, marketing, networking, the need for social media for my business, etc. Needless to say, I learned a lot those first few years and grew what is now a thriving private practice.
Fast forward to 2020 — the world shutdown. Again, overnight, therapists everywhere switched their entire practices to telehealth services. I am truly blessed to be able to do that.
However, slowly creeping on me was the realization that I was much more connected to electronics than ever before; as a therapist, that is not part of my normal self-care. But what is normal anymore anyways? That is a different topic. I debated going off social media completely throughout the summer, but I felt much more pressure to continue to grow my business, and with not being able to network in person, Facebook and Instagram felt like the only way to keep my business name out there. I have heard from many therapists that share my sentiments.
My opinion is these groups feel like they breed competition. A competition to advertise your services, website, everything. Phew, I am exhausted. With all of this, Aren’t we really just missing real connections with real people?
Can these forms of social media be helpful practice for some? Absolutely! But one day while having telehealth sessions, I picked up my phone again to check Facebook for the 300th time that day. It hit me like a ton of bricks that I am electronically burnt out. But can I create a successful growing business without social media? That is the dilemma.
I took a deep dive into what I want for not only my own business journey but for the type of individuals I want to work with. This no longer felt authentic to me. Truth bomb — I have never gotten a single referral from Facebook Groups. Yeah shocking.
Truth is, you don’t NEED social media in order to run a successful private practice. This isn’t the only way and one size does not fit all. There are so many more options out there if this style just doesn’t feel right to you. I really use to think this was the only way. There are enough individuals looking for therapy that it doesn’t need to feel like a competition. We aren’t selling limited-edition sneakers, we are selling unconditional positive regard you can’t find that through the online aisles of a world wide web and our vast education to an individual having a very private, life-changing experience. How are you actually speaking to the type of client you want to work with?
I beg to consider what matters more. First, being a Great therapist. I’m sure you have heard that before, but it’s true. As a therapist, you should always be working to grow yourself and your psychotherapy training. You can only take clients as far as you have gone yourself. Also, you must identify which clients you really want to see. You shouldn’t just take on anyone that calls. It will be short lived. I learned this the hard way when I agreed to take on a client who could only do 8am sessions. I’m an afternoon kinda gal.
By practicing these techniques, I have grown and been able to sustain a successful private practice in the time of telehealth and real-life connections.
When I broke down all my referrals here is what I discovered.
· Half of the referrals I receive come from word of mouth.
· Another quarter is from other therapists I have made connections with through networking events throughout the community.
· A smaller number, but still a large portion, comes from local niche website advertisements such as Therapy Den, Transgender Network, Indiana Youth Group.
No matter how you get your business out there, it is important to remember to take time to yourself and connect with people in person (or video to video). Practice what it is that makes a great therapist. And don’t be too caught up in the world of social media to forget to take time and connect with people with your phone down. Even in today’s normal of virtual communications and Telehealth visits, you can still manage to run and even grow a thriving psychotherapy practice. Simply remember what’s important and be there for your clients. Doing so will not only benefit them, but help your business grow as word of mouth spreads about your practice.
I am Jennifer Vincent a licensed mental health therapist in Indiana.
