Podcast Summary: Private Practice Startup Podcast

Episode 86: The Two Pronged Approach to Group Practice Marketing

Hosts: Dr. Kate Campbell & Katie Lemieux
Guest: Maureen Werrbach
Date: May 19, 2018

Overview

This episode delves into the essential marketing strategies for growing and sustaining a successful group private practice. Guest Maureen Werrbach, owner of Urban Wellness in Illinois, discusses her journey from solo practitioner to group practice leader, highlighting how a two-pronged approach—direct (face-to-face) and indirect (digital/behind-the-scenes)—is key to filling clinicians’ caseloads and establishing a standout presence in the field. The episode is packed with actionable advice, real-world systems, and candid lessons learned.

Key Discussion Points & Insights

Maureen's Group Practice Origins & Structure

[05:38–08:25]

• Maureen began solo but hired her first therapist within six months—reflecting the organic, somewhat unplanned growth that characterizes many group practices.
• Today, her team includes about 20 employed therapists and 2 independent contractors for specialties outside typical therapy (medication management, psych testing).

  “Most of them are full time...The minimum that I require to work in my practice is 15 hours.” (Maureen, [06:37])

• Employee vs. contractor: Initially started with contractors, but realized the collaborative, supportive environment she envisioned required transitioning to employee status.

Employee Model: Why & How

[08:27–12:13]

• The switch from contractor to employee status was driven by a desire to foster team incentives, add supervision, and offer benefits such as retirement plans and bonuses.
• Maureen pitched the change to her team as a move that benefitted everyone—more support, incentives, and legal alignment with IRS requirements.

  “One of the things that I wanted to do with having employees was to be able to offer incentives and...supervision if needed, someone to bounce ideas off of.” (Maureen, [11:00])

Marketing: Two-Pronged Approach

[13:28–21:42]

Direct (Face-to-Face) Marketing

• Crucial early on and, in group settings, best delegated to clinicians themselves—not just the owner.
• Assigning direct outreach to clinicians increases community recognition for each provider, aids in niche-building, and drives more suitable referrals.

  “Teaching your and coaching your clinicians to be able to market themselves...I want them to also be known as the go-to person...” (Maureen, [16:17])

• Example: Requiring each team member to present at a community event monthly led to near-immediate spikes in direct referrals for those therapists.

  "Every time they go out and do that speaking engagement, they're getting a handful of referrals within a day or two." (Maureen, [17:38])

Indirect (Digital/Backend) Marketing

• The owner should focus here: website, SEO, blogging, digital ads, and social media presence.
• Maureen strongly advises not to take on every platform at once—pick what feels manageable and master it.

  “Start with the one piece that doesn't seem overwhelming…do that one thing pretty intensely for it to start to have that ROI.” (Maureen, [21:19])

Systematized Marketing & ROI Tracking

[22:04–23:10 | 23:10–26:45]

• Blog writing is incentivized—therapists can earn a bonus for two blogs every six months, ensuring fresh content from every specialty and increasing client “touch points.”

  “We get enough blogs to last us once a week throughout the whole year because I have that bonus system.” (Maureen, [23:13])

• Uses Google AdWords, Facebook ads (with A/B testing), and content scheduling tools (MeetEdgar) to maximize the effect of digital marketing.
• Emphasizes the need for meticulous ROI measurement—track all sources of client inquiries and adjust marketing investment accordingly.

  “You have to have some sort of metric system so that you can see if it’s a good investment or not.” (Maureen, [24:10])

Insurance & Practice Model

[27:23–29:02]

• Urban Wellness is a "hybrid" practice: a mix of self-pay and selective insurance, with a keen focus on negotiating insurance rates.

  “Every year I request increases. So the gap between...insurances...they all pay within dollars literally of our full fee.” (Maureen, [27:58])

Notable Quotes & Memorable Moments

• “The more therapists that I have, the easier it is to step back on some of the marketing...we just become a little bit more visible in the community the larger we get.” (Maureen, [13:30])
• “Direct face-to-face marketing should fall more...on the clinicians.” (Maureen, [15:44])
• “If I went to a residential rehab facility…they’re not going to refer people to me. But if [my specialist] goes and shows how passionate she is...she’s more likely to get those referrals.” (Maureen, [15:57])
• “You don't have to do it all and please don't try to do it all.” (Maureen, [29:19])

Practical Systems & Tools

• Blogs: Incentivized regularity, therapist-voice content, tailored by specialty.
• Google AdWords & Facebook Ads: Managed by experts with regular A/B testing.
• Content Scheduling: MeetEdgar for social media post recycling and frequency.
• ROI Tracking: Client intake forms, web analytics (e.g., PixelMe), and call/source tracking through admin staff.
• Speaking Engagements: Clinician-goal of one monthly presentation, tracked and incentivized.

Actionable Takeaways

• Owners: Shift direct marketing to your clinicians, focus your energy on digital/indirect avenues, and build robust systems to track marketing results.
• Clinicians: Building your own brand within the group helps both you and the practice thrive.
• Everyone: Don’t get seduced by "shiny objects.” Master one marketing channel before expanding.
• Measure everything: Only keep (and invest in) channels that yield client acquisition.

Resources Mentioned

• Group Practice Exchange – Maureen’s Resources
• MeetEdgar (Social Media Manager)
• Google AdWords & Facebook Ads
• PixelMe (Analytics Tool)
• Mastermind Groups, Courses, and One-on-One Coaching via Maureen

Timestamps for Key Segments

• [05:38] Group practice structure and employee/contractor discussion
• [07:04] Maureen’s inspiration for group practice
• [08:35] Key lessons learned about hiring and having employees
• [13:28] The visibility “snowball effect” in larger practices
• [14:19] The two-pronged marketing approach explained
• [19:49] The indirect (digital/backend) marketing prong
• [21:42] Picking one marketing channel
• [23:10] Blogging/incentivization system and tracking ROI
• [27:23] Discussion about insurance, hybrid pay models
• [29:19] Key takeaways on marketing and tracking results

Closing Thoughts

This episode is a practical masterclass for anyone considering or running a group therapy practice. Maureen’s two-pronged marketing approach—hands-on community connections by clinicians, strategic digital marketing by leadership—is proven, scalable, and applicable. Both hosts and guest stress the vital importance of measuring what matters and not doing “all the things.” Maureen’s down-to-earth advice and systems make the complex process of marketing a group practice accessible and strategic.