Marketing a Mental Health Practice

Marketing a mental health practice might feel like a foreign concept. You’ve studied mental health for years and worked diligently to cultivate an ethical practice. But how can you ensure that you market your practice to clients who will benefit from counseling and help keep you in business?

Marketing your practice is essential to doing the work you’re passionate about. Continue reading for practical advice regarding marketing and growing your practice.

Reasons to Market Your Practice

Marketing is essential to promoting your mental health practice. Although you can gain some traction for your practice by word of mouth, consider exploring all of your marketing options to increase your profits and your ability to help the community.

  • Expand Your Client Base – Marketing your mental health practice helps expand your audience. The more people who know about your services, the more people will use them!
  • Establish Your Credibility – Marketing is essential to establishing your credibility. Mental health can be a touchy subject for some people. They want to know that a potential counselor knows what they’re doing before engaging in counseling services. Marketing is a great way to accomplish this. It allows you to tell your potential clients about why they should choose you over someone else.
  • Undo the Myths of Therapy – Your marketing materials can go further than making your community aware of your services. They can even help dispel harmful myths. Many people could benefit from therapy. But societal taboos make it difficult to discuss mental health openly. Your marketing strategy could incorporate messaging that breaks down this barrier.
  • Carry Out Your Mission of Helping People – The more clients your mental health practice attracts, the more work you can do to accomplish your mission to help people. Marketing is a great way to expand your practice, so you can assist people in healing.

Establish a Marketing Plan

Establishing a marketing plan is key to achieving goals for your mental health practice. Having a consistent, strong strategy for marketing makes it easier for you to get results. 

  • Research Your Market – What kinds of clients are suitable for your mental health practice? Are you looking to serve adults? Families? A specific mental health concern? Research to see what kinds of marketing works to attract the attention of your ideal clients. What are the appropriate ways of communicating to this audience? See what others are doing in and out of your area for ideas.
  • Identify Your Niche – Along with researching your market, establishing your niche is a good idea. Do you have a specialty? Do you offer a type of therapeutic approach that’s less common? Be sure to include information about this in your marketing materials. If it sounds confusing for people they may not be interested.
  • Create Messaging and Branding – Consider what messages you want your mental health practice to communicate. Utilize this message to create a coherent brand standard that appears across all of your marketing materials. Branding helps people visualize your message and creates consistency, so your business is more recognizable.  Don’t use a lot of medical jargon and write to your audience in a way they can clearly understand what you offer. 
  • Set Goals – Goals keep you on track. Make sure you think about short-term goals and long-term goals, so you can manage your expectations. You can’t do everything at once or through a single marketing plan. You’ll want to set realistic expectations to track and build upon.

Use Proven Strategies

Outlined below are some essential strategies to consider when forming a marketing plan for your mental health practice.

  • Maintain Your Website – An attractive, easy-to-use website is key to marketing your mental health practice. Your website is one of the first things people find after they look you up online. Making sure it represents your practice in an accurate, concise way is vital to your marketing strategy. Additionally, think about Search Engine Optimization related to your content and practice. Finding the right keywords to describe and categorize your practice helps people find you when they search online. 
  • Use Content Marketing – As a mental health professional, you’re knowledgeable about topics that relate to public health. Consider using this knowledge to create content that aims to educate your audience. Be strategic about scheduling your content. And be sure to share what you post to your social media channels and website. SEO also applies to blogs and content marketing, so be sure you’re capitalizing on applicable keywords.
  • Connect to Networks – Building your network is immensely helpful to your marketing strategy for your mental health practice. Knowing more people involved in the professional world of mental health allows for easier referrals, both from your practice and your practice. Therapist directories allow you to list your practice online for those seeking help in your area of expertise.
  • Embrace Social Media – Social media usage continues to climb, which provides an excellent way to connect to your audience. Utilize social media platforms such as Instagram, Twitter, Facebook, LinkedIn, Pinterest, or TikTok to increase your presence. Investing in ads on social media helps engage your audience. Be strategic with your social media marketing plan to increase awareness of your mental health practice.
  • Get in Their Inbox – Having access to your audience’s email allows for greater connection. Consider email newsletters to share updates regarding your practice, feature employees, or discuss a particular mental health topic. 
  • Reviews – Reviews of your mental health practice speak volumes to potential clients. Google and Yelp allow for reviews of practices and businesses as a whole. It’s not ethical to ask clients for reviews or feedback on individual counselors or other professionals who deliver therapy. Still, it’s okay to encourage business feedback via online platforms. Be sure to check on specific requirements regarding reviews in the state where you’re practicing.

Best Practices When Marketing Your Practice

Here are some final tips to guide you in establishing a marketing strategy for your mental health practice. If you take anything away from this post, remember these things.

Some best practices when marketing your mental health practice include:

  • Be Consistent. Remaining consistent with your content, whether on a blog or social media, helps boost your credibility and stay relevant.
  • Add Value. Maintaining a consistent marketing strategy only adds value to your mental health practice if your goal is to serve clients and potential clients with the information they need.
  • Build Rapport. Marketing strategies help you build rapport with other mental health professionals, with clients, and with potential clients.
  • Work Smart. Take advantage of modern technological tools for your digital marketing strategies. These tools increase your connections to audiences that could benefit from your content and services.
  • Hire Help. Consider bringing a marketing specialist onto your team who can help you manage your marketing strategy. They can help you hone in on your goals and establish steps that you can take to meet these goals.

Marketing a mental health practice can help you build a client base to grow your business. We can help you establish an online presence to market your mental health practice effectively. 


Want even more goodness? What a replay of a webinar I’ve performed on this very important topic.

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