Private Practice Startup Podcast

Episode 162: Scaling Your Private Practice

Date: November 16, 2019
Hosts: Dr. Kate Campbell & Katie Lemieux
Guests: Eric Red (Co-founder, Addo Recovery/Atto Network) & Shauna Roberts, LMFT (Co-founder, Bridges Counseling Center)

Episode Overview

This episode delves into the challenges and solutions around scaling a private/group therapy practice. The conversation pairs expert business developer Eric Red from Atto Network—a company providing business support for scaling therapy clinics—with therapist and Atto Network client Shauna Roberts, LMFT, who shares her direct experience transitioning her busy group practice to a scalable, thriving business. The episode unpacks logistical, mindset, and operations hurdles faced by therapists, and how strategic partnership and support can turn burnout into sustainable growth.

Key Discussion Points & Insights

1. The Origins & Rationale for Atto Network

[03:32–05:44]

• Eric Red explains how after building his own large clinics (Addo Recovery) and popular digital therapy brands, he saw the scalability limitations and expense of expansion through new clinics.
• Realizes the untapped potential lies in partnering with existing clinicians and providing the business backend they lack.
  • "Clinicians aren't taught business skills and scaling of business skills in school. So we thought, well, we're pretty good at that." – Eric [04:40]

2. Shifting from Solo to Supported Practice

[07:49–09:31]

• Atto’s main services: always-available client communication, optimizing little-things (cancellation management, scheduling, collections), and enhancing client experience.
• Business systems help steady growth, better financial margins, and set standards for client-therapist relationships.
  • "We believe that everything is therapeutic for the client. If a therapist isn't holding to their policies, that teaches the client the same." – Eric [08:16]

3. The Therapist’s Perspective: Shauna’s Story

[10:14–14:43]

• Shauna Roberts shares that she and her co-founder Shelly went from a one-stop shop, seeing 40 clients a week and burning out, to specialized group practice focusing on addiction and trauma.
• Meeting Atto allowed them to shift from endless admin to focusing on therapy and program development.
  • "We just didn't have the infrastructure. We didn't have the platform, technology, or manpower. And it was a match made in heaven." – Shauna [10:39]
  • "All those things that therapists don't have time to do, I don't have to do them anymore. I never want to go back." – Shauna [13:33]

4. Revenue Transformation and Mindset Shift

[13:01–14:39]

• Shauna used to see 40+ clients/week at a too-low fee, fearing fee increases. Atto reviewed all rates and aligned them with market value, handling the process and communication with clients seamlessly.
• "They bumped up our rates, first of all, which we had not been brave enough to do, and we should have done because we weren't charging enough." – Shauna [13:10]
• Result: Fewer clients, higher revenue, new hires, and more time for self-care and business development.

5. Relieving Admin and Revenue Leakages

[19:58–22:49]

• Atto provides billing, insurance collections, and a tracking system for all client communication. Eliminates Chasing overdue payments.
  • "I never had to do [billing]. I got to stop phoning people...They do that. I don't have to do that anymore." – Shauna [19:58]
  • Eric outlines technology stack (12–15 systems), especially Zendesk for transparent, HIPAA-compliant client records and tracking.

6. Scaling Services and Expanding Offerings

[28:48–30:14]

• Atto has helped Bridges Counseling branch into yoga therapy, neurofeedback, and group therapy.
• Offers marketing, advertising, reputation management, and community outreach support (e.g., Net Promoter Score surveys, community presentations).
  • "We support group practices in developing additional programs and products... It's really maximizing the revenue in all areas." – Eric [22:12]
  • "Reputation management is really a longer term approach...and we compile all that feedback into a report." – Eric [30:14]

Notable Quotes & Memorable Moments

• On Scarcity Mentality:
  "Sometimes there's a scarcity mentality with therapists... let's just get you in. With Shauna...her demand exceeded her supply. So we did an audit of all the clients and bumped them all up to that 130 range." – Eric Red [17:06]

• Therapist Limitation & Letting Go:
  "Don't be afraid to ask for help and recognize that you can't do it all as a therapist... It doesn't work, in my opinion." – Shauna Roberts [24:03]

• Business System Reality:
  "If we have to rely on a therapist to do it, it probably won't work." – Eric Red [20:38]
  "A business is a system that should run without you." – Katie Lemieux, reframing Eric’s comment [23:03]

• Iterative Growth & Customization:
  "We don't know, we ask, and we listen...It's more just a lot of little tweaks along the way." – Eric Red [25:56]
  "The branding was a big thing...Now we brand with the clinic; we're just an extension of those brands." – Eric Red [27:54]

• Impact and Invitation:
  "If you're a therapist that wants to build an asset...10, 20 years down the road, you want to be able to step away and have it continue to provide revenue and income for you, I think we're probably a good fit for you." – Eric Red [33:05]

Timestamps for Important Segments

| Timestamp | Segment/Topic | |------------------|--------------------------------------------------------| | 03:32–05:44 | Eric’s path to Atto and the clinician/partner model | | 07:49–09:31 | Specific business systems & client management | | 10:14–14:43 | Shauna’s transformation story and impact | | 17:06–19:46 | Revenue, mindset, and collection improvements | | 19:58–22:49 | Tech stack & revenue cycle management | | 24:03–24:46 | Mindset shift: Admitting you can’t (and shouldn’t) do it all | | 25:56–27:54 | Customizing partnerships; branding, systems, and growing pains | | 28:48–30:14 | Marketing, reputation management, and outreach support | | 33:05–34:06 | Final takeaways & invitations for contact |

How Listeners Can Learn More or Connect

• Atto Network Website: addonetwork.com (Case studies, services, video overviews)
• Shauna Roberts Contact:
  • Email: sroberts@attorecovery.com
  • Phone: 925-595-4994 (call/text, offered for peer discussion about Atto)

Main Takeaways & Closing Advice

• Therapists excel at clinical work but often struggle with business admin, billing, and scaling.
• Strategic partnerships and systems can free clinicians for true impact, self-care, and innovation.
• Don’t fear raising rates or professionalizing collections—clients value the therapist’s services.
• Don’t try to do it all; focusing on core strengths and delegating the rest leads to sustainable growth.

"Focus on what you're really, really good at and then allow someone else to step in and offset those deficits or those areas where you aren't super strong, and that will allow you to grow your practice." – Shauna Roberts [34:06]