Podcast Summary: Private Practice Startup Podcast

Episode 89 (June 9, 2018)

Title: Why S & M is Essential for Your Business
Hosts: Dr. Kate Campbell & Katie Lemieux
Guest/Reverse Interview: Joe Sanok (Practice of the Practice)

Episode Overview

This episode centers on the provocative theme that “S & M”—meaning Sales & Marketing—is essential for growing a successful private practice. Dr. Kate Campbell and Katie Lemieux share their entrepreneurial journey, discuss partnership dynamics, and break down their six pillars for effective sales and marketing (S&M). Interspersed with practical tips and personal stories, the conversation emphasizes overcoming the “ick” factor of sales, building authentic relationships, and streamlining business systems to scale with confidence.

Key Discussion Points & Insights

1. Why S&M (Sales & Marketing) is Essential

• Reframing S&M: Many therapists have resistance to the terms “sales” and “marketing,” associating them with sleaziness or discomfort.
• Core Message: S&M is about authentically building relationships, communicating your value, and helping the right clients find you.

“When marketing is done the right way, you honestly don’t even have to sell yourself… because people know when they’re calling you that you’re gonna be the person to help them achieve their goals.”
— Kate Campbell (17:04)

2. Origins of the Private Practice Startup & Partnership Lessons

Timestamps: 08:06–14:26

• Meet-Cute: Kate and Katie met in licensure supervision, worked together reviving a professional association, and discovered complementary strengths.
• Treat Your Biz Like a Marriage: Advice from a family law attorney—discuss how you’d end the partnership before problems arise.
• Transparent Communication: Their working relationship is grounded in open communication, leveraging individual strengths, and mutual support, especially during crises (like hurricanes).

“You need to treat your business as if it’s a marriage, and you actually need to talk about divorce first… Start with the end in mind.”
— Katie Lemieux (10:28)

3. The Six S&M Essentials for Private Practice

Timestamps: 14:34–38:40

1. Know Thy Ideal Client (18:46)

• Clarify not just demographics, but psychographics, pain points, and what makes your services resonate deeply.
• Copy and imagery should speak directly to client struggles and goals, creating a sense of connection and understanding.

2. Budget for Marketing (20:00)

• Allocate 40–60% of your initial revenue to sales, marketing, and education.
• Invest early in targeted strategies and learning, not just tangible assets (like office furniture).

“The majority of your income, anywhere between 40 and 60%, especially in the beginning, should be going towards sales and marketing.”
— Kate Campbell (20:16)

3. Select Three to Five Aligned Strategies (22:56)

• Choose marketing methods that truly fit your personality and professional goals.
• Test what you enjoy (e.g., community networking, video, blogging) and track what works.

“Just get present and what do you align with? …Try things out, identify three to five strategies that you might want to try out.”
— Katie Lemieux (21:58)

4. Build Clear Systems (27:16)

• Invest in systems for scheduling, client management, team communications, and marketing.
• Outsource weaknesses, automate repeatable tasks, and don’t try to “do it all.”

“Find a training… or find somebody else who can either take it over for you… You want things to be streamlined, you want things to flow for you.”
— Kate Campbell (27:18)

5. Track and Analyze (29:40)

• You can’t improve what you don’t measure. Track lead sources, marketing spend, ROI, and conversion rates.
• Apply the 80/20 rule: double down on the top-producing referrals or campaigns, and cut the rest.

“Track and analyze whatever you’re doing for a period of three to six months and analyze the data… I looked at the top two things that were generating clients and I got rid of the rest.”
— Katie Lemieux (30:08)

6. KISS – Keep It Super Simple (36:36)

• Don’t make it complicated. Focus on the essentials—don’t overwhelm with options or content.
• Streamline your website and marketing to lead clients directly to taking action (i.e., booking).

“Don’t throw the spaghetti and meatballs S&M, KISS instead—keep it super simple.”
— Kate Campbell (36:36)

Notable Quotes & Memorable Moments

• Kate on S&M Stigma:
  “If you think in your mind when you hear the two words sales and marketing, what do you notice that comes to mind? What do you feel? Do you get an ick factor or does it feel sleazy or uncomfortable? And if so, you’re not alone.”
  (16:31)

• Katie on Private Practice Mindset:
  “You actually already have sales and marketing skills… You’re already naturally good at engaging people and connecting with people and asking questions… That’s really all what sales marketing is essentially in the beginning.”
  (40:08)

• Joe Sanok on Outsourcing:
  “I am going to outsource that all day long because I don’t want to learn that stuff… That’s not my big thing that I want to be doing with my time.”
  (32:34)

• Takeaway on Keeping It Simple:
  “Even having your social media links—you don’t want to be driving people away from your website. You want to have people staying on your website following your call to action and making it very clear.”
  (38:29)

Practical Tools & Resources [Referenced]

• Tech/Software: Trello, Slack, Asana, Simple Practice, Calendly, GetResponse, LeadPages, Constant Contact, Canva
• Education & Marketing: Guerrilla Business School, Donald Miller’s StoryBrand, Russell Brunson, Jeff Walker
• Outsourcing: Use experts for Google AdWords, website maintenance, graphic design, etc.

Episode Timeline

| Timestamp | Segment | |-----------|------------------------------------------------------------| | 05:20 | Start of reverse interview with Joe Sanok | | 06:38 | Importance of online business/remote work | | 08:06 | Private Practice Startup origin story & partnership advice | | 12:10 | Division of labor & communication in business relationships| | 14:34 | Intro to S&M (sales and marketing) essentials | | 16:31 | Reframing sales & marketing for therapists | | 18:46 | Six Tips for S&M: #1 Ideal client | | 20:00 | #2 Marketing budget | | 21:56 | #3 Choose aligned strategies | | 27:16 | #4 Clear systems | | 29:40 | #5 Tracking and analyzing results | | 36:36 | #6 Keep it super simple (KISS) | | 39:38 | Final takeaways from Kate & Katie | | 41:49 | Joe on presenting solutions simply in marketing | | 42:19 | Wrap-up |

Final Takeaways

• Sales & marketing are about connection, not manipulation. Use your innate therapist skills to build trust.
• Invest your money and time wisely—in education, systems, and marketing that fit your style.
• Track what matters, and simplify ruthlessly. Focus on what works; delegate or delete what doesn’t.
• Begin with the end in mind. Set intentions and structure for both partnerships and business growth.

For more resources or to connect with the Private Practice Startup community, visit: theprivatepracticestartup.com