Congratulations on making the leap from a solo practice to a group practice! Adding clinicians to your organization is an exciting time, but it can also bring a lot of big change. As you grow your business, it’s important to shift and evolve your group therapy practice marketing strategy to keep up with those changes.
How to Market Your Group Therapy Practice
A well-developed marketing strategy can help build up your referral network, attract clients that fit with your new clinicians’ skill set, and ultimately help expand the reach of your practice. But as you continue to add new clinicians, there are strategies that are specific to marketing for group practices you can use to help move your practice forward.
1. Focus on your brand.
As a solo practitioner, your personal brand is basically synonymous with your practice’s brand. Your focus is communicating who you are, your specific skillset, and what you can offer your clients. As you add clinicians though, you have to distinguish your personal brand from your practice’s brand. Even if the name of your practice remains your name, there are ways to build an inclusive brand that shifts the focus to your practice as a whole—separate from yourself as an individual.
First, make sure you have a logo for your group therapy practice. This logo can be used in all your external marketing efforts—from your website to any social media assets. Your goal should be for potential clients to start recognizing your logo, and associating it with the name of your practice. It’s also helpful as you start connecting with other practitioners and group practices who you want to have in your referral network. If they can easily recognize your logo on any communication you have with them, it’ll make it easier for them to remember you—and refer clients to you if they’re the right fit.
Along with your logo, you should develop consistent brand colors and fonts. This might seem overly specific, but it’s important that you have consistency throughout all the marketing materials you create.
For example, my group practice has five brand colors that we use across all our social media posts, on our website, and in all the rest of our marketing materials. We also have three fonts that we consistently use. Once you choose these brand staples, you can begin to develop a consistent and recognizable visual appearance.
As a solo practitioner, you may have been the face of the practice, but as you grow into a group practice, your public-facing image should be your logo, brand colors, and fonts.
2. Have consistent and authentic messaging.
As a solo practitioner, your marketing message and pitch was most likely centered on your clinical skills and what made you stand out from other clinicians. Now that you are adding clinicians to your practice, the messaging has to be focused on what makes your practice stand out as a whole.
Developing a practice mission, or vision statement, can go a long way in articulating what your practice is known for and what makes it stand out from other practices in the area. To start, think about who your practice’s key demographics are. Do you work with adults, children, or couples? Who is your ideal client? Then think about what you successfully provide that demographic. Are you evidence-based? Do you provide culturally responsive care? Once you articulate what makes your group therapy practice unique, this statement should be front and center on all your marketing materials—including any printed advertising materials, social media, and your website.
Often, the main page of a solo practitioner’s website has an overview of themself and their practice. But as a group practice, your website’s homepage should shift the focus away from any individual in the practice, and instead showcase the practice’s overall mission that connects the individual clinicians. That said, it’s important to still have professional bios and headshots of your staff on your website.
3. Coach your new clinicians.
Your new clinicians will become an essential part of your marketing strategy. As you onboard new clinicians and staff, you should build in teaching them how to articulate what your practice provides and how it’s unique. It’s also important you help your clinicians talk about their own clinical strengths and approaches, and how they can communicate to clients what they bring to the practice.
As a group practice owner, your goal is to make sure you’re supporting your clinicians to attract clients that fit well with their clinical skill set. Coaching your clinicians on how to deliver their elevator pitch to prospective clients will go a long way in helping them connect with clients that are a good fit for them. An introductory elevator pitch should be a 15-20 second, 2-3 sentence explanation of their clinical strengths and the clientele they typically work with.
In addition to helping your clinicians develop their elevator pitch, think about how you can assist them with marketing to their ideal client through your marketing material. The clinic I manage is set up to serve people at every stage of their journey, and our marketing for our group therapy practice reflects that.
At the same time, several of our clinicians have niches that complement our lifespan clinic’s goals, so we work with them to market to those niches. One of our clinicians is bilingual and enjoys serving the Latinx population, so we created a specialty page for her to let potential clients know. Another clinician provides donor conception support, so we shared a lecture she gave on the topic to our social media platforms. To help expand our reach, we have found ways to support and boost the particular specialties of our clinicians under the umbrella of our overall marketing strategy.
A marketing strategy that’s developed and well-thought-out is a must-have for any private practice, and it’s especially critical for a group practice. Not only do you need to promote the needs and goals of your practice as a whole, as a group practice owner you also need to have a plan to support your staff and their individual growth. If you focus on these three areas, you’ll be able to adapt your existing strategy to help you build a thriving group practice.