Podcast Summary: Private Practice Startup Podcast

Episode 111: How Having a Clear Niche Has Grown My Therapy Business
Date: November 10, 2018
Hosts: Dr. Kate Campbell & Katie Lemieux
Guest: Dr. Joy Harden Bradford, founder of Therapy for Black Girls

Overview

This episode features an in-depth conversation with Dr. Joy Harden Bradford, licensed psychologist and creator of Therapy for Black Girls. The discussion centers on the transformative power of having a clear, focused niche in building a successful private practice and brand. Dr. Joy shares her journey from starting a blog to running a thriving online platform, podcast, and national therapist directory, all specifically dedicated to supporting Black women’s mental health.

Key Discussion Points & Insights

1. Genesis of Therapy for Black Girls

• Inspiration:
  • Dr. Joy started Therapy for Black Girls as a blog in 2014 after being inspired by the energy of the BET “Black Girls Rock” awards show.
  • Quote:
    "Wouldn’t it be cool if I could do something like that for Black women in mental health?" (05:08, Dr. Joy)
• She saw an opportunity to make mental health accessible and relatable to Black women, using real language and pop culture references.

2. Making Therapy Accessible & Destigmatizing Mental Health

• Dr. Joy emphasizes the importance of using everyday language (not clinical jargon) to talk to the community.
• Goal: Create a space where Black women felt mental health topics were for them—not abstract or intimidating.
• Pop culture is used as a bridge for normalizing therapy:
  "I do a lot of blogging and podcast episodes that connect what people are watching and listening to to mental health topics." (06:06, Dr. Joy)

3. Overcoming Community Stigma

• Discussion about mental health stigma in Black and Caribbean communities, noting shifts toward openness.
• Quote:
  "Gradually changing because people are becoming much more open and sharing about their mental health journeys." (07:02, Dr. Joy)

4. Word of Mouth and the Power of Niche

• The podcast and directory have grown exponentially primarily through word of mouth and referrals.
• Quote:
  "Word of mouth has been the best way because people are talking about the podcast, and they want to tell their friends, and so then their friends tune in, and then they tell their friends..." (08:19, Dr. Joy)
• The growth is not limited to expanding her clinical caseload but now includes speaking engagements and media features.

5. Evolution from Blog to Podcast to Directory

• Timeline:
  • Blog started in 2014
  • Directory (began as a Google Doc in 2016) now features 900+ therapists
  • Podcast launched April 2017
• Dr. Joy shares how her involvement in the Healthcasters community and encouragement from others pushed her to launch the directory professionally.
• Notable Moment: Originated from a simple call for nominations; now therapists report full caseloads from directory exposure.

6. Impact for Therapists & Clients

• The directory empowers Black clients to find therapists with shared lived experiences.
• Clinician empowerment:
  "It has given a lot of clinicians permission... to say these are the kinds of clients that I want." (15:23, Dr. Joy)
• Culturally competent care becomes normalized and celebrated.

7. Marketing & “Raving Fan” Growth

• Growth driven by authentic community need and word-of-mouth from therapists and clients.
• Joy never needed to actively market; the service’s value spoke for itself.
• Comparison to tech startups ("started in a garage"); Therapy for Black Girls started with a simple Google Doc.

8. Mainstream Recognition & PR

• Dr. Joy's platform has caught attention from major media and brands: O Magazine, Huffington Post, Teen Vogue, and a State Farm campaign.
• Lesson:
  "You never know who's watching... it may seem like, 'Oh, I'm not really making that big of an impact,' but you never know who the impact is that you're making on." (17:12, Dr. Joy)

9. Using Pop Culture as a Therapeutic Tool

• Episodes cover shows like HBO’s Insecure and characters like Olivia Pope (Scandal), helping listeners see themselves in situational therapy examples.
• Memorable Approach:
  "Helping clients to see the things that fictional characters struggle with, that you might also be struggling with..." (22:19, Dr. Joy)
• Episodes demystify the therapy process (e.g., “Are You Being Honest with Your Therapist?”).

10. Advice for Therapists: Embrace Your Niche & Passion

• Dr. Joy encourages clinicians to lean into their unique interests—even if they seem unconventional.
• Key Takeaway:
  "Don't be afraid to do the thing that seems a little far-fetched... it could be the thing that sets you apart." (24:48, Dr. Joy)

Memorable Quotes & Moments

• "I started as a blog... after watching Black Girls Rock on BET... and thought, wouldn't it be cool if I could do something like that for Black women in mental health?" (05:08, Dr. Joy)
• "It has given clinicians permission to say, ‘These are the kinds of clients that I want.’” (15:23, Dr. Joy)
• "All of those experiences... have been from journalists reaching out to me saying, ‘Hey, I saw this somewhere else, and we'd love to do an interview with you about your work.’" (17:29, Dr. Joy)
• “You never know who’s watching... you never know who the impact is that you’re making on.” (17:12, Dr. Joy)
• "Helping clients to see the things that fictional characters struggle with, that you might also be struggling with..." (22:19, Dr. Joy)

Important Timestamps

• Inspiration for Therapy for Black Girls – 05:02
• Purpose: Reducing Stigma and Reaching Community – 06:29 / 07:02
• Word of Mouth & Podcast Impact – 07:59–08:41
• Scaling & Transitioning to Full-Time – 09:03–09:32
• Directory Growth: Google Doc to 900 Therapists – 10:16–11:11
• Power of Niche for Therapists & Clients – 15:14–15:55
• Media Features & Unexpected Recognition – 16:53–17:59
• Pop Culture Episodes & Reactions – 18:51–22:19
• Demystifying Therapy for the Community – 22:47–24:07
• Final Takeaway: Embrace Your Niche – 24:40

Directory & Podcast Details

• Therapist Directory:
  • $15/month, can cancel anytime
  • Create/update a profile at therapyforblackgirls.com/become-listed/
• Podcast:
  • Therapy for Black Girls Podcast, accessible via therapyforblackgirls.com/podcast/

Closing Thoughts

Dr. Joy Harden Bradford exemplifies how serving a clear, defined niche with authenticity and creativity can spark both professional and community-wide transformation. Her story encourages mental health professionals to follow their unique interests and fill real, underserved needs—creating practice growth far beyond simply expanding a caseload.

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