Abundant Practice Podcast - Episode #639: Group Practice In Today’s World, feat. Maureen Werrbach

Host: Allison Puryear
Guest: Maureen Werrbach
Release Date: April 16, 2025

Introduction

In Episode #639 of the Abundant Practice Podcast, host Allison Puryear welcomes Maureen Werrbach, a seasoned expert in building and managing group practices. The episode delves into the evolving landscape of group practices, especially in the post-COVID era, and offers invaluable insights for therapists considering transitioning from solo to group practices.

The Changing Landscape of Group Practices (03:29 - 08:50)

Allison and Maureen begin by discussing the significant shifts that have impacted group practices over the past few years. The COVID-19 pandemic, in particular, acted as a catalyst for change, pushing many therapists toward telehealth and solo practices due to the reduced necessity for physical office spaces.

Key Points:

• Telehealth Adoption: The pandemic normalized telehealth, allowing therapists to operate without traditional brick-and-mortar offices.
• Increase in Solo Practices: There has been a notable surge in solo practices as therapists seek flexibility and lower overhead costs.
• Generational Shifts: Unlike previous generations who valued long-term employment, today's therapists are more inclined toward entrepreneurial ventures, leading to higher turnover rates in group practices.
• Visibility Challenges: With the rise in solo practitioners, both solo and group practices now face increased competition, making visibility and referral generation more challenging.

Notable Quote:

“There isn’t this expectation [of long-term employment]. There’s a lot of people coming and going much more quickly, which just makes business a little bit more difficult for group practice owners.”
— Maureen Werrbach [06:30]

Starting a Group Practice in Today's Environment (08:50 - 17:18)

The conversation transitions to the practicalities of starting and maintaining a group practice in the current climate. Allison emphasizes the importance of strong leadership and the challenges that come with managing a team.

Key Points:

• Leadership Responsibilities: Effective group practice owners must embrace leadership roles, including staff management, conducting evaluations, and making tough decisions.
• Avoiding the "Hands-Off" Approach: Maureen cautions against the desire to be a laid-back boss, highlighting that successful leadership requires active engagement and setting clear expectations.
• Marketing and Recruiting: Unlike a decade ago, marketing has become a crucial aspect, with traditional referral sources no longer being as reliable. Therapists must now adopt intentional and strategic marketing efforts to attract and retain clients and staff.
• Sustained Effort Over Quick Fixes: Consistency in marketing strategies is vital, as immediate results are rare. Therapists are encouraged to commit to specific strategies for extended periods to gauge effectiveness.

Notable Quotes:

“If you don't want to lead and have difficult conversations, you need to think about if owning a business that employs people is something you want to do.”
— Maureen Werrbach [10:21]

“Marketing is less about trying to sell yourself. It's more about getting a relationship with someone where you both mutually are helping a certain population in your neighborhood.”
— Maureen Werrbach [24:51]

Marketing and Recruiting Challenges (13:35 - 17:18)

Allison and Maureen delve deeper into the complexities of marketing and recruiting within group practices. They discuss the pitfalls of scattershot marketing approaches and the importance of focusing on specific strategies.

Key Points:

• Intentional Marketing: Success now requires deliberate and consistent marketing efforts rather than ad-hoc or desperate attempts to gain visibility.
• Trial and Error: Identifying which marketing strategies resonate with your target audience necessitates experimentation and perseverance.
• Avoiding Overwhelm: Therapists are advised against implementing too many marketing tactics simultaneously, which can dilute efforts and lead to burnout.
• Networking Over Mass Marketing: Building meaningful relationships within the community can be more effective than broad marketing campaigns.

Notable Quote:

“I suggest doing one thing at a time all in for around six months so you can actually see if that thing is working.”
— Allison Puryear [15:38]

Niched vs. Multidisciplinary Practices (17:40 - 21:40)

The discussion shifts to the strategic decisions between specializing in a niche or adopting a multidisciplinary approach within group practices. Both approaches have their advantages and challenges in the current market.

Key Points:

• Niche Practices: Easier to market due to a clear target audience, allowing for tailored messaging and services.
• Multidisciplinary Practices: Offer flexibility in serving a broader client base by covering various specialties, which can attract more referrals from diverse sources.
• Avoiding a Hodgepodge: Maureen warns against unintentional multidisciplinary practices where therapists lack specific specializations, leading to marketing confusion and operational inefficiencies.
• Strategic Specialization: Whether adopting a niche or a well-structured multidisciplinary model, intentionality is key to maintaining clarity and effectiveness in marketing and service delivery.

Notable Quote:

“Multi specialty practices when they are intentional about treating the whole person have just more flexibility in being able to see more types of clients.”
— Maureen Werrbach [20:10]

Relationship Building and Networking (21:40 - 25:48)

Allison and Maureen emphasize the critical role of relationship building and networking in sustaining and growing a group practice. These strategies underpin effective referral systems and community presence.

Key Points:

• Focused Relationship Building: Concentrating on nurturing a limited number of key relationships (e.g., three significant community partners) can be more manageable and effective than broad networking efforts.
• Non-Salesy Networking: Building genuine relationships based on mutual support and understanding, rather than overt self-promotion, fosters trust and reciprocal referrals.
• Leveraging Existing Clients: Identifying where current clients receive other services (e.g., yoga studios, chiropractors) can help pinpoint potential referral partners.
• Overcoming Personal Barriers: For introverted therapists, relationship-building can be challenging, but it's essential for practice growth. Maureen shares her preference for relationship-based networking over traditional marketing tactics.

Notable Quotes:

“I always feel like the way to grow your referrals is through relationship building and less through trying to get every single person to know you exist.”
— Allison Puryear [21:40]

“Networking is less about trying to sell yourself. It's more about getting a relationship with someone where you both mutually are helping a certain population in your neighborhood.”
— Maureen Werrbach [24:51]

Conclusion

Allison wraps up the episode by encouraging listeners to leverage the insights shared by Maureen to build and sustain successful group practices. She highlights Maureen's upcoming training sessions and resources available through the Abundance Party membership program, designed to support therapists in navigating the complexities of group practice ownership.

Final Thoughts:

• Continuous Adaptation: The landscape for group practices is dynamic, requiring ongoing adaptation and strategic planning.
• Value of Community: Building and maintaining strong community relationships remains a cornerstone of successful practice growth.
• Resources and Support: Utilizing available tools and mentorship programs can significantly enhance the effectiveness of group practice management.

Key Takeaways:

• Effective leadership and intentional management are crucial for thriving group practices.
• Strategic and consistent marketing, coupled with focused networking, can overcome visibility challenges.
• Choosing between a niche or a disciplined multidisciplinary approach depends on the practice’s goals and market demands.
• Building meaningful relationships within the community fosters sustainable referral networks and practice growth.

For more resources and support in building your private practice, visit abundancepracticebuilding.com and explore the Abundance Party membership program.