A few months ago, Shannon Wilson joined in the conversation on How to Identify Your Ideal Client to Build Your Private Practice. She said . . . .
. . . I am new to private practice (just celebrating a year in a few weeks!) and keep pretty busy as a ‘generalist’ but am also working on developing my niche area in maternal mental health/perinatal mood and anxiety disorders, but am wondering if you might have some advice.
I’m struggling to actually REACH these women.
I have reached out to local OB-Gyn docs, a few family practice physicians, chiropractors, labor and delivery social workers, etc but am finding this to be an incredibly difficult population to reach.
I also run a free postpartum wellness group twice monthly and have advertised that using social media and reaching out to physician’s offices and clinics.
So, I guess my question would be do you have any ideas for getting the word out about a ‘specialization’ area?I don’t see myself as an expert by any means, but have worked with a significant number of women and have done/am in process of doing some continuing ed to further my knowledge in this area as well.
I think the most important thing though is that I feel so passionate about it and I feel like I’m really working with my ideal client when I do work with these moms!”
At the time, I asked you guys to chime in with your thoughts about her concerns while I gathered some of my own to share.
What I remember is that Shannon already had a very clear picture about who her ideal client was – women dealing with perinatal mental health – so my intent was simply to help juice up her marketing brain.
Here’s some of what I would tell her and what I would tell you if you were in her situation . . . .
Tell Yourself the Truth
Shannon was already doing a lot of things right by reaching out to allied health providers who often deal with the mental health needs of pregnant women.
But, I wanted to back up for a moment . . . to check with her to make sure that “reaching out” meant that she is building relationships with these physicians, chiropractors, and social workers. [ ADD NETWORKING LINK?]
One of the groups that therapists with this specialization often overlook is the hospitals where these clients eventually end up.
If Sharon has been building relationships with these professionals that are specifically perinatal-focused, then they will certainly have connections to their local hospitals.
My suggestion?
Use those connections.
Ask for introductions!
Getting Your Practice Found Online
While Shannon stated that she wanted to work with clients with perinatal issues, her website in general and her bio, in particular, didn’t really reflect that interest back then.
At the time, I wondered if she might have some fears (about not attracting clients) and if that, in turn, had led her to put up a generalist’s website online even though she already knew that it was pregnant women and new moms that she was most passionate about working with.
Perhaps some of you have struggled with similar fears . . . ?
What I do know is that it will always serve you (and your clients best) to give yourself permission to tell yourself the truth.
It’s likely that you will stay stuck in this place if you don’t tell you the truth.
And, if Shannon does a reality check and decides that pregnant women really are her ideal clients, then her website – at least the portions that pertain to her – need to reflect that interest in and passion for working with these issues.
(By the way, if you check out Shannon Wilson’s website today, you will see that she has already revised her bio to better reflect her clinical interest in this population.)
Build Your Credibility Online
Because Shannon has such a specific niche and focus, it is possible for her to build her credibility online surprisingly fast.
One way to do that is to add a blog to her website that is focused specifically on this niche.
(If you are new to blogging, I’ll have another round of BlogStart for Therapists starting soon and would love to have you join me!)
Blogging is the best way I know to get people to find your practice online.
Right now, Shannon’s website is not even ranking in the USA on Alexa (meaning that she is not yet getting much traffic to her website).
By creating and curating the best information online about all things perinatal, Shannon’s website and practice can become the go-to place in town for moms that are expecting.
Getting Known in Your Community
And, finally, I checked to see what Shannon might be doing in her own community these days with pregnant women.
Here’s what I found with a quick search online.
- She has spoken to The Corridor Birth Alliance about self-care for the postpartum woman;
- She has taken the initiative to actually connect with her local hospital and has started their first Pregnancy and Postpartum Wellness Support Group;
- Her group practice chose to be one of the sponsors for The Conscious Birth Summit where she also presented a workshop;
- She has been a guest speaker for the International Cesarean Awareness Network of Northeast Iowa; and
- She has been interviewed by The Gazette, her local newspaper, about postpartum concerns.
In other words, she’s been busy!
But, here’s a few other places that moms might show up in Shannon’s own community . . . .
I love her idea of offering a wellness or support group to her ideal clients.
She might also consider also offering her professional services to other support groups and charities in her community like Birth, Baby, & Beyond.
She might also offer to come in as a guest speaker, provide on-site assessments, or even facilitate support services in their spaces rather than in her own space to make it even easier for referral sources and new clients to connect with her.
She might consider partnering with a local chapter of a charity or other businesses that focus on pregnant and new moms like March of Dimes March for Babies, Iowa’s Perinatal Depression Project Beyond the Blues, or Iowa City Doulas.
Lots of Right Ways to Build a Private Practice
See what I mean?
Shannon has lots of right ways to build a private practice focused on perinatal clients!
And, for each potential contact she’ll want to focus and create a year-long strategy for building strong relationships.
Shannon, if you don’t know how to put that marketing plan together and need help with this, give me a shout!
I’ve always got room to work with another highly motivated therapist and I’ll be happy to show you how to put a plan together with the steps necessary to do just that!
And, I’m hoping that you’ll get some more great ideas from everyone else reading this post, too!
[Thanks, Shannon, for letting me use you as a case study!]
Hello Tamara! Thanks so much for taking an interest in my practice. I wanted to clarify a few things…mainly, my specific focus is on the perinatal woman, so I’m doing a lot of work to not only reach pregnant ladies, but the postpartum mama as well. Also, my support group is not affiliated with any hospitals in our area, it’s held at my office. One of the local hospitals does offer their own support group. On our new website we added a section for maternal mental health, I just haven’t yet had a chance to create the content! My goal there is to provide links to national online supports, book recommendations, have lists of signs and symptoms of perinatal distress, etc.
Another thing I’ve done recently is I’ve partnered with Northeast Iowa Doulas in order to enter the market in another local community. I’m utilizing office space there a few days per month as I had clients coming from that area and it was a burden for them to travel. So this way I can take advantage of those referral sources and have an office space set up. I love the idea of partnering with March of Dimes or the Iowa Perinatal Project—I hadn’t thought of that!
I’m speaking at another Birth and Beyond Expo in November (I just spoke at one a couple weekends ago) and am thinking of applying to present about perinatal mood disorders at our Iowa Mental Health Counselor Association conference next year.
I’d love to hear any other suggestions you all have! Thanks again, Tamara!
Shannon, thank YOU for clarifying some of the steps you’ve taken to be successful in private practice and for being a terrific example of what can happen if you find the courage to niche your practice and network strategically!
Your story is one of encouragement and hope for other therapists who have not yet created their own success.
Hi Tamara,
Great points. I work in a smilar field to Shannon in the UK, but my focus is pregnancy loss. I agree creating a relationship with Obstetricians, and doctors helps. I don’t know how it works in the US, but in the UK some hospitals have Women’s health counsellors but many don’t. The hospitals that don’t ,refer to counselling services within the community that are part of the NHS. There are long waiting lists all round, and some people don’t want to wait months for an appointment. Some of the Obstetricians in the hospitals, have private practices, and if they know you and your work, are likely to refer to you. The other point about doing educational sessions is good, you can do them at group medical practices, as the clinicians are likely to remember you. Creating relationships with Doulas and midwives is important.
I work for the National Health service part time, and have a private practice too. What is new for me is building an online presence. I am one of the dinosaurs who has relied on getting all my referrals via word of mouth, and have just started building an online presence. You have a great blog, with lots of valuable resources.
Oh, Sue, you are bringing up so many good and different points!
I know that in the UK, USA, Canada and Australia, this model of networking works really well to grow a practice. And, that includes building relationships with obstetricians, doulas, and midwives.
I want to also suggest that you consider building your online network across continents with therapists like Shannon, too. You guys are not in competition with each other. You might want to collaborate on projects and cross-pollinate each other’s work and online reputations!
I was one of the “dinosaurs,” too, Sue and if I can do it, you can, too! What I know now is that at one time (not a handful of years ago) having an online presence was optional. Today that really is not the case. Every potential client tries to check out a professional online and if you aren’t there (or what they find there is less than ideal), you’ve missed an opportunity and you’ve missed a client.
If there’s anything I can do to support you on your journey, please do let me know along the way! Happy to share what I know and my favorite resources, too! Which reminds me . . . who in the UK is offering this type of information and resources as I am? Would love to know and connect with them!
Hi Tamara, I had not thought of building an online network across continents.
I have a friend who is a therapist, supervisor and trainer, who is another dinosaur,lol. She has never had an online presence, and says she never will. All her referrals are word of mouth, and I cannot think of a time when her practice has not been full. If it ain’t broke why fix it, I guess.
I hear what you are saying about clients needing and wanting to research therapists online before they see them. I think some people will get left behind if they don’t get with the program.
Thank you for being so generous with your knowledge.
I stumbled on Gladeana Mcmahon’s blog on google, she is based in the UK. http://www.counsellingpracticematters.com/
This was how I discovered you, too. I have not had the time to look around and see what else is out there, but I will, and get back to you.
I know that the British Association of Counselling has a Private practice division, and there are lots of events etc. I am not signed up to it, you are giving me an incentive to do so.
Welcome back, Sue! I totally get the temptation to not “fix what ain’t broke” but I also know that many of my peers – the old timers – have made the same choice and watched their client base slip through their fingers like grains of sand.
I say if you are already as busy as you want to be and don’t mind gambling, then keep doing exactly what you’ve been doing.
However, if you aren’t as busy as you would like to be or your client load is starting to slip or you don’t want to gamble your income and livelihood, the heads up, pay attention!
Entrepreneurs (not just in mental health) who fit the above and / or those just entering the field would be best advised to keep an eye forward on the trends and to anticipate and plan for a healthy online presence.
Here in the USA and in the United Kingdom, too, most small businesses fail.
The research I’ve seen notes that (1) being under-funded and (2) not investing in the infrastructure (including the online infrastructure) necessary to support the businesses are the top two reasons businesses fail.
Therapists, in particular, are often lacking in information about how to run a successful business and, of course, we often bring our own money-related baggage into our practices with us.
Just go in with your eyes wide open and make informed choices about where you want to place your money, your resources, your time, and your energy in growing your business.
That way you won’t be caught off guard.
Thanks for sharing Galdeana’s work with me.
I wasn’t familiar with it.
I’ll reach out to her (and any others you share here).
The UK and USA’s markets are more similar than not so there is much to share and learn from each other.
Tamara, Shannon & Sue,
I am so, so happy this post came through my email. This is literally exactly what I do and what I needed! I advertise my practice in Denver, CO as Reproductive Mental Health since I treat all aspects from trying to conceive, pregnancy, loss and postpartum. Most of my clients are dealing with an infertility diagnosis and beginning treatments. I run an infertility support group at a local acupuncture office and have just begun working one day a week at a Fertility Center. I often bring lunch to ob/gyns and get a handful of referrals from them, but my biggest hurdle is getting someone to respond. I have tons of ideas, am passionate about groups, and have tried hard to get in with hospitals, but when I reach out first with an email, then with a phone call I rarely hear back. (Of course I follow up but never want to become harassing). What’s the best way to actually get my real foot in the door?
I would love to ‘partner’ with all of you since I am such a newbie at marketing. I love the therapy, it’s by business acumen that needs work!
Jill
Hi Jill!
I have the same hurdles when it comes to trying to get my name and information in front of docs! I thin one of the benefits of having a free support group (other than the client benefits, of course!) is that it’s a great marketing tool. If you haven’t already, make some flyers for your infertility group and get it where that population of women are likely to frequent. I sent flyers for my groups to OB’s and ended up seeing my flyers in their exam rooms when I was being seen during my pregnancy with my last baby! The group gives you something specific to market. Also, are you involved with any Facebook groups? I would imagine that there would be something specific to infertility. There are a number of local “mom” Facebook groups that I’ve been able to market my group to. This is a source of a number of word of mouth referrals that I’ve received. Build connections with local midwives, doulas, and Lactation consultants. They often see women in the early postpartum period, and I’ve found women are more likely to reach out to them if they’re struggling.
One thing that strikes me is that many people likely don’t recognize the need for this type of service, so being able to find an audience to help sell them on the need for reproductive mental health. I’m working hard to try to build my expertise in the community, so I do a number of speaking events for free right now, including going into a few childbirth education classes to raise awareness about maternal mental health and get my information out there as well. Good luck to you!
Shannon
Thank you Shannon! This is great info/advice and I’m going to start implementing them today! I’m always so happy to be more educated and learn more so thank you for reaching out!
I’m so glad you find that information helpful! Please feel free to let me know if you have any questions or if I can help brainstorm with you. I find that type of thing to be very helpful for me too–I tend to get comfortable and “stuck” in what I’m currently doing instead of always thinking of fresh ways to get information out there about my practice! Good luck!
I think that “getting comfortable and stuck” is true for all of us, Shannon!
That’s one of the BEST things about having new voices and new professionals in this community.
It’s refreshing and invigorating when someone joins a discussion with a new or different perspective or experience.
Happy to learn from you ALL!
Hi, Jill! Just dropping in to say I so appreciate your willingness to take a moment to interact with this community here. Your enthusiasm is infectious!
Hi Jill,
I don’t know how things work in the US, but can talk about what I know where I work. I work in a hospital setting a few days a week. I think you need to check whether the hospitals you are trying to get in with have therapist employed there. If that is the case, then I think it may be difficult to get in. If they don’t I don’t know whether you could check out what is their policy around making onward referrals to private therapists..
At the hospital I work at, we are not permitted to refer to private therapists, I think because of legal issues. We have to direct clients to the national counselling directories. However, if some of the ob/gyns have private practices, I would approach them directly.
I am thinking of multidisciplinary meetings that I hold at my hospital, and from time to time, I get people who work in the field come in and do a talk. Maybe you could find out whether you could do a presentation at one of these meetings, if they have them.
Thank you Sue! I appreciate a fresh perspective and ideas.
🙂
Hello everyone, my name is Wendy and I’m a licensed clinical social worker in NY (Long island area). I just open a private practice and I’m planning to form a workshop for the “sandwich generation”. My focus is to provide information and support to adult children who are dealing with their aging parents. How do I get my word out to the community that I exist and for them to sign up? Should I start with flyers? I’m not sure if cold calling is professional these days. I do have a website that I made but I still have a few finishing touches to add. I heard that blogging is a good tool but I want to hear other options. I’m excited to hear feedback from anyone!