Abundant Practice Podcast

Episode #597: Marketing Woo Modalities In A CBT Area
Release Date: November 27, 2024
Host: Allison Puryear
Guest: Jen

Introduction

In Episode #597 of the Abundant Practice Podcast, host Allison Puryear engages in a deep and insightful conversation with Jen, a therapist navigating the transition from a community mental health role to private practice in Nova Scotia, Canada. This episode delves into the challenges and strategies involved in marketing non-traditional therapeutic modalities, such as Internal Family Systems (IFS) and Eye Movement Desensitization and Reprocessing (EMDR), within areas predominantly focused on Cognitive Behavioral Therapy (CBT).

Defining Your Niche

Jen begins by outlining her passion for working with women seeking deeper psychological change. She describes her ideal clients as those dealing with issues like disordered eating, ADHD, workaholism, OCD, and anxiety, who are interested in transformative therapies beyond traditional CBT. Jen expresses her apprehension about presenting these "woo" modalities to potential clients and referral sources, fearing they might perceive them as unorthodox.

Notable Quote:
[07:05] Jen: "I specifically enjoy working with clients who are looking for that deeper change."

Allison encourages Jen by emphasizing that successful practices don't necessarily rely on traditional referrals, such as those from doctors. She reassures Jen that clients drawn to deeper therapeutic work are likely to resonate with her approach, mitigating the need to convince referral sources of its efficacy.

Overcoming Perceptions of "Woo" Modalities

The conversation shifts to the perception of IFS and EMDR in Jen's region. Jen notes that while IFS is relatively new and gaining traction in urban areas like Toronto, the medical community still predominantly favors CBT. This creates a barrier for therapists like Jen who wish to incorporate these modalities into their practice.

Notable Quote:
[05:06] Jen: "It's quite well received. So that's kind of, I think it's sort of cutting edge here."

Allison counters Jen's concerns by sharing her experiences as a client benefiting from IFS and EMDR, highlighting their profound impact despite their unconventional nature. She emphasizes that therapists can attract clients who are already predisposed to seeking deeper therapeutic interventions, aligning their marketing efforts with the needs of their ideal clientele.

Transitioning from Public Sector to Private Practice

Jen discusses her current role in community mental health and her plans to leave the public system to start a private practice with a colleague. She expresses anxiety over managing this transition, particularly balancing her commitments in Ontario with her new venture in Nova Scotia.

Notable Quote:
[09:24] Jen: "I'm pretty exhausted and not able to keep this much longer."

Allison advises ensuring the financial viability of transitioning by possibly contracting with the existing organization to cover supervisory duties. This approach would provide financial stability while allowing Jen to focus on building her private practice.

Balancing Growth Mindset with Social Work Values

A significant portion of the discussion revolves around maintaining a balance between expanding a private practice and upholding social work values. Jen and her partner aim to offer services that are both financially sustainable and socially responsible.

Notable Quote:
[16:15] Allison: "I take it both micro and macro, social work wise."

Allison shares her strategy of maintaining a sliding scale to make services accessible, ensuring that financial growth contributes to broader social causes. This approach allows therapists to grow their practice without compromising their commitment to social work ethics.

Marketing Strategies for Multi-Province Practices

Operating in different provinces presents unique marketing challenges. Jen highlights the need to adapt strategies for varied markets, emphasizing the importance of SEO and blogging to enhance online presence. She also considers leveraging platforms like Psychology Today, noting that while it may be more effective in certain regions, optimizing her profile can drive traffic to her website.

Notable Quote:
[17:15] Allison: "SEO and blogging go together so well."

Allison recommends focusing on SEO to ensure that blogging efforts effectively attract the right audience. Additionally, networking through virtual means, such as Zoom, is suggested to build connections across provinces, ensuring a cohesive marketing approach despite geographical distances.

Business Partnership Considerations

As Jen and her colleague embark on their joint venture, they confront the complexities of business partnerships. Allison underscores the importance of having a solid "business divorce plan" to navigate potential future disagreements, advocating for clear agreements from the outset.

Notable Quote:
[19:14] Allison: "Always have your divorce plan set up in your business while you're setting it up at the front end."

Jen confirms that they are actively addressing these considerations by consulting with legal and financial professionals. Allison praises their proactive stance, highlighting that such measures can prevent complications and foster a healthy business relationship.

Conclusion

Episode #597 offers a comprehensive exploration of the intricacies involved in marketing non-traditional therapeutic modalities within a CBT-centric environment. Through Jen's real-world experiences and Allison's expert guidance, listeners gain valuable insights into defining a niche, overcoming perceptual barriers, managing transitions, balancing ethical values with business growth, and strategically marketing across different regions. The episode underscores the importance of intentional planning and authentic engagement in building a successful, sustainable private practice.

Notable Final Quote:
[21:04] Jen: "Will do. Yeah. And I hope everything continues to improve for you folks at home."

For therapists looking to explore similar challenges, this episode serves as an invaluable resource, offering both practical strategies and emotional support to navigate the journey toward a fulfilling private practice.