Session 194: “Niching Down” In Private Practice And Marketing Mistakes That Some Clinicians Make



The concept of “niching down” in your private practice is one we frequently discuss on STC. With that discussion come the questions about being specific enough—or maybe too specific. Is there such a thing? Today’s conversation is with someone who has wisdom to share from her own practice journey, which includes building a practice focused on treating self-harm in teens.

Bess Child, LICSW, practices in Northborough, Massachusetts. She shares what she has learned on her journey to private practice and how she decided to work with teens who struggle with self-harm. We also discuss the marketing mistakes that some clinicians make, where she focuses her energy in terms of referrals, and how she employs out-of-the-box thinking to market her services.

What We’ll Learn

    • How Bess became ultra-clear about working with teens
    • What Bess learned from her personal experience with two different therapists as she grew up
    • How Bess determined to focus on teens struggling with self-harm, even though she never felt a personal struggle in that direction
    • The transition that takes place to move into a solo private practice
    • Why Bess says a consultation team has become a constant for her practice
    • Initial mistakes that Bess made: taking every client who called, being a generalist who treated everything, and taking insurance
    • Where Bess focuses her energy with referrals
    • Why Bess says being good at her “thing” is the very best marketing strategy for her
    • How she uses Facebook Ads, goes into school counseling departments, and contacts pediatricians and healthcare centers
    • How Bess does unique add-on treatments focused on self-harm to help her clients
    • How Bess uses out-of-the-box methods to get clients:
      • Facebook Ads that are targeted to colleagues and parents
      • Facebook group
      • Online course
    • The mistakes that some therapists make in not marketing to a specific issue

Resources Mentioned

Find out more about Bess’ practice: Now That I Can Fly

Check out Bess’ resources for therapists: Treat Self Harm

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