Private Practice Startup Podcast

Episode 173: The Trials and Tribulations from Solopreneur to Group Practice Owner
Hosts: Dr. Kate Campbell & Katie Lemieux
Guest: Luna Medina Wolf
Date: February 15, 2020

Overview

This episode features Luna Medina Wolf, founder of Helping Moon Counseling in Boca Raton, Florida. Luna shares her inspiring journey from her complex background in Israel—including military service and overcoming personal trauma—to becoming a solopreneur therapist and then a successful group practice owner specializing in trauma. The conversation covers her unique path, challenges in scaling up, building a team, ethics of referral and specialization, creating systems, and balancing family with business.

Key Discussion Points & Insights

Luna's Path from Trauma Survivor to Trauma Specialist (04:10–08:11)

• Background: Luna grew up in Israel, lived through trauma and the foster care system, served as a second lieutenant in the Israeli army, and backpacked through South America.
• Journey to the US: Arrived as an international student initially planning to return to practice in Israel, but settled in the US and started her private practice.
• Perspective on Trauma: First-hand experience with trauma fueled her passion for therapy.
  • Quote: "I always knew I wanted to be a Therapist. I always wanted to know. I wanted to work with trauma, but I just didn't know how it's going to take me there." —Luna (04:41)

Lessons from Backpacking & Military Service (05:50–08:11)

• Military Service: Learned profound time management, resilience, and organization—skills she uses in business today.
  • Quote: "It teaches you a lot about what you're capable of doing. I felt like it was a good preparation for everything that I have to do now." —Luna (06:51)
• Backpacking through hardship: Deepened sense of gratitude, empathy, and ability to adapt.
  • Quote: "I learned how fortunate I am despite everything what I've been through... You tend to underestimate the things that you have in life when you have the basics..." —Luna (08:11)

Transitioning from Solopreneur to Group Practice Owner (11:08–12:49)

• Insurance Complexities: Navigating credentialing, billing, and administrative needs required stepping back from clients temporarily to learn and systematize.
  • Quote: "The insurance part of it was really difficult to do to make sure that you have all the resources that you need in place to build for everybody else in their practice as well." —Luna (11:18)
• Ethical Commitment: Paused growth and took short-term income loss to ensure compliance and ethical standards.

Balancing Family & Business: The Team Effort (13:17–15:21)

• Family Dynamic: Husband is the primary caregiver and manages billing/admin due to his back problems, allowing Luna to focus on practice leadership.
  • Quote: “My husband is my biggest supporter... He does a lot of the billing for the company... and I mean, it takes care of the household, which is amazing. Like, he's raising our kids.” —Luna (14:03)
  • Two young children (ages 3 and 4.5) keep the household busy and lively.

Systems, Tools, and Outsourcing for Practice Growth (16:21–20:06)

• Tech Stack: Uses Simple Practice as EHR (“it has made my work simple”), Brighter Vision for website, and active referral networks via Facebook groups.
• Outsourcing: Embraces concept of only doing what she enjoys/what matches her strengths; outsources billing and data entry to her husband.
• Community & Professional Networks: Attributes much growth to advice, podcasts, and willingness to refer out.
  • Quote: “If you want to do things, do them the right way and learn from those who are doing it before you... Like you guys.” —Luna (18:35)
• Ethical Referrals: Reinforces the importance of specializing and referring out for better client results.
  • Quote: “If you’re not a trauma specialist, refer out... It’s always... like the karma of it that you do the right thing for your client...” —Luna (18:59)

Owning the Trauma Specialty & Professional Ethics (20:06–22:54)

• Group Practice Niche: Her group is trauma-focused; strong referral relationship with other specialized practices.
• Ethics as Branding: Emphasizes the need for therapists to work only within their competence, which builds reputation and reciprocal referrals.
  • Powerful Analogy: “Like a podiatrist should not be saying like, oh you have cancer, I'll treat you. No, that would be like incredibly wrong.” —Katie (21:16)
• Community Work: Nonprofit (Professionals United for Parkland) was born out of the Parkland school shooting; vetting trauma “specialists” revealed many lacked actual experience or proper training.
  • Quote: "How can you say what—that's a false advertisement." —Luna (21:53)

Lessons Learned in Hiring & Building a Team (22:54–26:21)

• Hiring Surprises: Initially expected all licensed therapists to exhibit professionalism; learned the need for very specific onboarding and explicit policies (timeliness, communication, documentation).
  • Now refines contracts and policy docs with each hire.
  • Quote: "I find myself just adding something new to the paperwork because I run into—Oh, okay, didn't think about that." —Luna (24:53)
• Brand as Culture Driver: Now communicates her vision, values, and “family business” atmosphere clearly during hiring.
  • Quote: "This is my work, baby. This is my family... I want them to feel that they're at home." —Luna (25:50)
• Advice: Build brand identity and practice culture early; otherwise clients or staff will define it for you.

Scaling with Systems & Supports (26:21–29:54)

• Culture: Brand, vision, values, and mission guide all hiring and partnerships.
• Next Steps:
  • Practice is fully staffed except for possibly one more provider.
  • Adding group therapy services.
  • Pursuing a mix of insurance and private pay for better balance and sustainability.

Notable Quotes & Memorable Moments

• On Growth Through Adversity:
  "I learned how fortunate I am despite everything what I've been through... Be grateful, man." —Luna (08:11)

• On Ethical Growth:
  “Even if it meant that I'm going to make less money and struggle for a little bit, it's worth it because I wanted to do things the right way.” —Luna (11:42)

• On Specialization & Ethical Referrals:
  "If you’re not a trauma specialist, refer out... Do the right thing for your client and you're going to continue working and you're going to continue growing." —Luna (18:59)

• On Group Practice Culture:
  "This is my work, baby. This is my family... and I want you to feel good here... I want them to feel that they're at home." —Luna (25:50)

• On Reaching Your Dreams:
  "If you have a goal and you're passionate about something... Find the time for yourself, even when it's crazy, like, busy... Reach for your dreams. I know it's a cliche, but it's true." —Luna (31:37)

Important Timestamps

| Timestamp | Segment | |-----------|-------------------------------------------------------------------------| | 04:10 | Luna’s personal journey & trauma-informed perspective | | 06:51 | Lessons from Israeli army service, time management | | 08:11 | Perspective gained from backpacking South America | | 11:18 | Challenges of insurance & scaling group practice | | 13:35 | Family support: husband as home and practice administrator | | 16:21 | Systems and tech: Simple Practice, Brighter Vision, referrals | | 18:59 | Referral ethics, community reciprocity | | 21:53 | Vetting trauma specialists for Professionals United for Parkland | | 22:54 | Lessons from hiring, refining policies and contracts | | 25:50 | Building practice culture and communicating brand to team | | 28:11 | What’s next: adding groups, balancing insurance/private pay | | 31:37 | Takeaway message: passion, ethics, self-care, and reaching your dreams | | 32:47 | Clinic info: Helping Moon Counseling, Boca Raton, FL |

Resources & Tools Mentioned

• Helping Moon Counseling (Luna's practice, Boca Raton, FL)
• Simple Practice (EHR)
• Brighter Vision (Website provider)
• Facebook Professional Groups (Networking, referrals)
• Professionals United for Parkland (Nonprofit for trauma response)
• Katie Keates May / Become a Group Guru (Resource for building groups)
• Private Practice Startup (Attorney-approved paperwork, courses, podcast)

Takeaway Message (31:37)

“If you have a goal and you're passionate about something... Find the time for yourself, even when it's crazy, like, busy... Reach for your dreams. I know it's a cliche, but it's true. Like, it's been amazing. It's been an amazing journey.” —Luna

Contact / More Info:
Helping Moon Counseling, Boca Raton, FL
HelpingMoon.com