What Is an Occupational Psychologist?
For therapists curious about developing a niche practice or deciding on a specialty therapy focus, this article contains information on when to specialize and how to choose a niche.
Summary
Developing a niche practice allows therapists to differentiate themselves from generalist practitioners by focusing on specific diagnoses, populations, therapeutic modalities, or areas of lived experience that align with their interests and passions.
Choosing a specialty therapy focus requires balancing personal interest with market demand—researching what niches are already saturated in your area versus treatment gaps that need to be filled can guide strategic specialization decisions.
Building credibility as a specialist involves formal training through workshops and certifications, seeking ongoing consultation and supervision, and being mindful of ethical considerations when working with vulnerable populations.
Marketing a niche practice effectively includes updating all professional materials, joining relevant professional organizations, networking with non-therapist professionals who serve your target population, and avoiding the pitfall of claiming too many specialties.
Developing true expertise beyond initial certification requires active involvement through consulting groups, conference presentations, community engagement, and connecting with established experts in your chosen specialization area.
Most therapists complete graduate school training with a solid generalist therapy background, well-equipped to help people struggling with a broad range of everyday psychological stressors.
However, there are times when generalist practitioners decide that developing a niche practice and focusing on a specific specialty or two would make sense.
In this article, we’ll discuss everything you need to know about developing a niche practice and determining a specialty therapy focus.
Specialty therapy focus paths
Therapists developing a niche practice or honing in on a specialty therapy focus can do so in a number of different ways.
This might mean focusing on:
A specific diagnosis (e.g., bipolar disorder) or presenting problem (e.g., anger management)
Working with clients with a particular background (e.g., a specific religion or ethnicity)
Areas of lived experience (e.g., clients who are adoptees)
Specific therapeutic techniques or modalities that require post-graduate training (e.g., somatic experiencing)
While there may be some overlap with generalist therapists working with these concerns, a therapist with a specialty therapy focus will have accrued experience and knowledge that significantly surpasses what non-specialist therapists would have.
Clients seeking services from a therapist with a specialty therapy focus typically expect their therapist to see a significant percentage of clients who fall into that specialization area. And they also expect a therapist who specializes in a specific niche to have a deeper, more nuanced understanding of the topic.
Often clients seeking specialist services have more severe symptoms or have not found success with generalist therapy approaches.
How to choose niches
Choosing a niche can be both an exciting and an overwhelming prospect for therapists who are developing a niche practice.
There are several factors one must consider when deciding on a specific niche.
When choosing a niche, one of a therapist's best options is to choose a specialization they are genuinely interested in and passionate about. Ideally, this work should be energizing and intellectually stimulating.
In fact, many therapists choose an area to specialize in because they themselves have lived experience with that concern, allowing them to connect with their clients’ struggles more deeply.
For instance, an OCD specialist may have chosen that route due to their own struggle to overcome OCD, or an autism specialist might have a child who is autistic and understands the unique challenges parents of autistic children face when navigating the educational system.
From a marketing perspective, it's helpful for therapists to think from a “supply and demand” perspective.
For example, suppose you are interested in specializing in EMDR, but it turns out that many therapists in your local community are certified in and practice EMDR.
In that case, gaining clients in that niche will probably be more difficult.
It's always a good idea to do some market research to determine which niches are more common in an area and treatment gaps that need to be filled.
What training is needed?
Most therapists were trained in programs that emphasized well-rounded, generalist clinicians.
Then, for those clinicians who were interested in any specializations or niches, they would need to pursue these in post-graduate training.
Expectations and training for specialization
The term “specialist” is rather vague. And, additionally, there is not a specific governing body that determines who qualifies as a specialist for those therapists with a specialty therapy focus in a particular niche.
However, that said, there are certain expectations about the depth of training and experience a therapist should have before considering oneself a specialist.
These include:
1. Get formal training and education in the topic.
Often, taking several comprehensive workshops or training sessions with a true expert in the field is a great place to start. It allows therapists to see the bigger picture and understand the various components of the specialty.
To grow your knowledge base on the topic, it's also helpful to engage with as many resources as possible related to your specific niche area, such as listening to podcast episodes, reading therapy manuals or textbooks, and getting involved in the community.
2. Seek consultation or supervision.
One of the best ways to increase your skills in a new niche is to seek outside supervision and consultation.
Research consistently shows that building true expertise requires an active, deliberate approach to practice. This requires consistent practice and feedback from a neutral observer (e.g., the consultant), often incorporating role plays and video clips from therapy sessions.
3. Pursue certification.
Not all niches require a specific certification, but for those that do, it can be an excellent way to build credibility and show potential clients that you are invested in this work.
4. Be mindful of ethical considerations.
Many areas of specialization involve working with clients who are from vulnerable or dependent populations.
It’s always important to seek counsel from your governing board’s ethical and legal resources to determine what qualifications you must meet before marketing yourself as a specialist.
When to specialize
When considering developing a niche practice, many therapists wonder when the best time is to create a specialized practice.
While there is no universally right time to specialize, many therapists make this leap when they seek more intellectual stimulation and want to deepen their expertise.
Others specialize due to a lull in referrals and a drive to find new, profitable marketing methods.
It’s also not uncommon for therapists to try to refer clients out to a specialist, only to find a dearth of specialists in the area, leading them to take the steps to specialize and fill in this gap.
How to market a specialty
Once therapists begin to take concrete steps towards choosing a specialization, they need to market themselves appropriately so clients can find them.
Adding one’s specialty to all relevant marketing content, such as the therapist website, social media pages, and flyers, is often a great first step.
Another important marketing tool is for therapists with a new niche or specialty to make sure to seek out and join organizations that oversee the work they do.
These groups usually have built-in networking, internal listservs, and even therapist finders on their websites, e.g., The American Association of Sexuality Educators, Counselors, and Therapists or the International OCD Foundation.
It's also helpful for therapists with a niche to reach out to other, non-therapist professionals who are likely to work with clients within their specialization.
For example, one of my areas of specialization is working with tics and Tourette’s syndrome, and I frequently network with and market myself to neurologists.
Examples of other professionals who might fit various specializations include different types of medical doctors, lawyers, mediators, teachers, law enforcement officers, alternative medicine practitioners, tutors, and much more.
What about referrals?
Referrals are one of the primary driving forces for therapists to choose a specialization.
Having a specific focus can be a helpful way to stand out from other therapists in your area.
Furthermore, having specializations can allow therapists to truly understand their ideal clients and develop their marketing material with these clients in mind.
However, it’s important to choose a specialization that you feel passionate about; otherwise, you may risk burning out and becoming resentful of the work.
Also, it's essential to remember that having too many areas of specialization is possible.
If colleagues or potential clients see a profile with many different specialties, it may risk coming across as inauthentic and the therapist may inadvertently receive fewer referrals.
How to build expertise
Once a therapist has defined their specialization, taken steps to receive the proper certification and training, and begun networking, the final step is to build actual expertise.
By expertise, I am referring to both professional reputation and high levels of clinical effectiveness.
While building expertise can take some time and emotional bandwidth, there are several pathways that therapists typically find helpful:
Join or start consulting groups that share the same focus as one’s specialization
Participate in local or national conferences, including giving presentations and workshops on important aspects of one’s specialty
Join an organization affiliated with your specialization and considering donating your time to get involved on the board of directors
Reach out to clinicians, researchers, and speakers known to be experts in their specialization
Get active in the community or communities that your specialty is involved with, including joining book clubs, participating in advocacy events, and donating your time and money to values-based organizations
Building a specialized practice and honing a niche requires time, motivation, and some financial investment.
However, many therapists find that it's a great way to bring in more referrals, and it can also add an additional layer of richness and sophistication to the work they are already doing.
Sources
Betan, E. J., & Binder, J. L. (2010). Clinical expertise in psychotherapy: How expert therapists use theory in generating case conceptualizations and interventions. Journal of Contemporary Psychotherapy
Hall, N. (2017). That Special Niche: Can a private practice limit its clinical focus and still survive? Check out these tips for specialization success. The ASHA Leader.
Oddli, H. W., Halvorsen, M. S., & Rønnestad, M. H. (2014, October). Expertise demonstrated: What does it mean to be an expert psychotherapist?
Tracey T.J.G., Wampold B.E., Goodyear R.K., Lichtenberg J.W. (2015). Improving Expertise in Psychotherapy.
Corporate Relations & Business Strategy and Communications Staff. (2004). Have You Found a Niche?
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