Lynne Azpeitia, LMFTFirst in a series of Annual Articles on Private Practice Success Without Stress—Top 10 Articles to Make Your Practice Better ‘Tis the season to be giving, so…. My gift to you is 10 of the best articles I’ve come across that give the best answers to the questions that therapists have about how make and keep their practices profitable and successful—without having to spend a lot of time or money or effort to do so.
Each of these articles is a short and easy read—and every single one of them is chock full of the best tips and information that therapists can quickly and easily use to make their practice better any time of the year. Reading any one of them will definitely give you more private practice success—and without stress! So, if you have a little time during this season to reflect on your practice and how to make it better, stronger, more profitable, and more, take a look at one of these and see what you think.
Bonus Articles—I couldn’t resist! There you have it, your very own Private Practice Coaching Kit. Enjoy your reading! Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice in Santa Monica where she works with Couples and Gifted, Talented, and Creative Adults across the lifespan. Lynne’s been doing business and clinical coaching with mental health professionals for more than 15 years, helping professionals develop even more successful careers and practices. To learn more about her in-person and online services, workshops or monthly no-cost Online Networking & Practice Development Lunch visit www.Gifted-Adults.com or www.LAPracticeDevelopment.com
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Getting Paid: Are You Spending Enough Time Doing Things To Build Your Practice & Add To Your Income?11/25/2023 Lynne Azpeitia, LMFTWhen was the last time you measured the total number of hours you spent on practice building— income, referral source, client generation, and income generating projects?
Are you spending enough time each week doing things that build your practice, add to your income, and ensure that your practice is sustainable? I’m sure it won’t surprise you to find out that when the majority of clinicians start their private practice at first they spend A LOT of time, energy, and attention on client, income, and referral source generation. However, once things are in place, these very same counselors seem to end up spending the bulk of their time doing all those things that keep the practice running—seeing clients, making intake calls, answering the phone, responding to emails and texts, making appointments, writing client notes, doing the books, filing taxes, etc.—and then find that they are only spending a small amount of time on practice building and new income generation—networking, marketing, speaking, being active in their professional association, and more. While doing these everyday things does keep the practice going, those are hours spent on practice functions not on business and practice building activities. Practice and business building activities and hours are those spent gaining more business opportunities, clients, referral sources, and income. To be profitable and sustainable, a successful private practice needs both business and practice building hours as well as hours that function to keep the practice going. As you can see, you’ll won’t ever have the practice you desire if you don’t spend enough time building the next iteration of it. Think it might be a good time for you to look at your schedule and adjust it in relation to your practice needs and goals? To do that, ask yourself these two questions:
I encourage you to look at your practice and business building hours and compare them to the hours you spend running and maintaining your practice—the practice function hours–and see if it makes sense to you to make an adjustment. Then do it and see what happens. Lynne Azpeitia, LMFTWorking as a psychotherapist in private practice is both rewarding and challenging. Unlike therapists in institutional settings, in order to succeed, private practitioners must manage the various aspects of their practice, from administrative tasks to client management and community marketing.
While it is widely known that large numbers of therapists in private practice continually struggle with long hours and burnout, many clinicians thrive in this setting, avoiding burnout, and achieving both professional and personal fulfillment. Discover the secrets highly successful private practice clinicians use to succeed, thrive, and sustain a practice while providing high-quality client care. 1. Freedom, Flexibility & Autonomy One of the most significant advantages of private practice is the freedom, flexibility, and autonomy it offers. Psychotherapists in private practice have the freedom to set schedules, determine caseloads, and create therapeutic approaches. This level of control allows practitioners to adapt their practice to personal preferences and work in a way that aligns with their strengths and values. This autonomy helps prevent burnout by allowing therapists to create and develop a work environment that suits their needs, preferences, clients, and business. 2. Tailored Client Selection & Caseload Management One of the key reasons psychotherapists thrive in private practice is their ability to control their caseloads. In private practice, clinicians can be selective about the clients they work with. They can carefully select clients based on therapeutic fit, which helps establish a strong therapist-client relationship. This does not mean turning away individuals in need but rather ensuring there is a good fit between the therapist's expertise and the client's needs. By working with clients who are a good match for their expertise and style, clinicians can achieve more positive outcomes, which, in turn, increases their job satisfaction. The ability to choose clients whose issues align with a practitioner’s specialties leads to more successful outcomes and reduced therapist burnout. Many successful private practitioners find fulfillment by specializing in a specific niche or population. By utilizing this type of focus, therapists become experts in a chosen area, attracting clients who seek their specialized expertise. This specialization not only enhances job satisfaction but also reduces the risk of burnout by working with clients who align with a clinician’s professional interests. 3. Efficient Administrative Support & Technology To be successful in private practice—and prevent burnout—psychotherapists who flourish invest in administrative support and technology that streamlines administrative tasks. They may hire a virtual assistant or administrative support—or use practice management software to streamline scheduling, billing, and record-keeping. Efficient and effective administrative processes significantly reduce the burden of paperwork, appointment scheduling, record-keeping, and billing; allowing therapists to focus on what they do best—providing therapy. By staying organized, utilizing tools, and resources, therapists reduce the stress associated with managing a practice, making it easier to thrive and allowing clinicians to focus their energy on delivering quality care and thriving in their practice. 4. A Pricing Structure That Reflects Expertise & Experience Private practice therapists have greater control over what they charge for psychotherapy services and can set rates that reflect their expertise and experience. A fair and competitive pricing structure reduces financial stress, providing clinicians with the financial stability they need to succeed, thrive, and sustain themselves as well as their practice. 5. Effective Time Management: Setting A Sustainable & Realistic Schedule Successful private practice therapists allocate their time wisely. Using their autonomy to design their own schedules, practitioners ensure their schedule has time, not only for client sessions, but also for administrative tasks, documentation, continuing education, networking, and marketing. They make sure they have sufficient breaks and enough emotional and physical space between sessions to recharge and avoid burnout. Setting realistic hours with this type of time management enables therapists to maintain a healthy work-life balance, preventing overexertion—while making sure they don't overextend themselves. This prevents exhaustion and emotional depletion—and fosters well-being, helping clinicians thrive both professionally and personally. 6. Robust Referral Networks Private practice therapists who excel, establish strong referral networks with other healthcare and legal professionals, such as doctors, chiropractors, acupuncturists, psychiatrists, and social workers as well as attorneys, mediators, etc. These networks provide an ongoing steady stream of referrals, helping therapists maintain a full and consistent caseload, preventing financial stress, and sustaining their practice. Private practitioners who thrive understand the importance of effective marketing and client attraction strategies. By implementing effective marketing, creating a strong online presence, and developing referral networks, they ensure a steady flow of clients who are a good fit for their practice. This not only boosts their caseload but also contributes to professional satisfaction. 7. Specialized Training & Ongoing Professional Development (Continuing Education) Private practitioners who thrive, invest in specialized training and ongoing professional development (continuing education) to enhance their clinical and business skills, expertise, and knowledge. These mental health professionals are constantly seeking opportunities for growth and improvement in their practice. They stay current and excel by pursuing ongoing professional development. They attend workshops, conferences, and training to expand their knowledge and stay up to date with the latest research and therapeutic techniques and approaches, business ,and professional practices, HIPPA requirements, and legal and ethical imperatives. This commitment to professional growth not only keeps therapists engaged and motivated but also ensures they provide the best possible care to their clients and maintains a high level professional and clinical reputation. 8. Connect with a Supportive Community Building connections with other professionals in the field is crucial for thriving clinicians. They engage in professional associations, attend networking events, and develop-participate in a supportive community of colleagues who understand the challenges and rewards of the profession. 9. Regular Self-Reflection Thriving psychotherapists engage in regular self-reflection. They examine their own biases, emotional triggers, and personal as well as professional growth areas. This can be done with the help of a trusted colleague, peer consultation group, therapist or paid clinical or business consultant. This practice allows the therapist to identify areas for improvement, adjust their approach, and continuously enhance their effectiveness. Thriving psychotherapists also regularly reflect on their successes rather than only focusing on setbacks or challenges. Celebrating the positive outcomes of their work reminds mental health professionals of the impact they have on their clients' lives and reinforces their passion for the profession. 10. Understand the Value of Seeking Support When Needed Successful clinicians recognize that they are not invincible and are not hesitant to seek support when it’s needed. Whether it's personal therapy, peer consultation with colleagues or an ongoing group, or business coach, they understand the value of asking for help when facing personal, professional, or practice challenges. 11. Participation in Peer Consultation & Support Groups Although they may not have direct colleagues in their practice, private practitioners often engage in peer consultation groups. These groups provide a space for therapists to discuss cases, share insights, and receive support from their peers. Receiving ongoing consultation and support from peers in these groups is about continuously improving skills and effectiveness. Seeking case consultation and consulting with peers is a proactive strategy adopted by thriving psychotherapists. It provides valuable insights, fresh perspectives, and support in challenging cases. This type of peer interaction keeps counselors professionally accountable and contributes to their growth as clinicians—it also helps maintain high standards of care and prevents professional isolation, a common contributor to burnout. 12. Client Engagement and Feedback Thriving psychotherapists actively engage their clients in the therapeutic process and seek feedback to assess progress. They create an open and collaborative environment that empowers clients to take an active role in their therapy, leading to more successful outcomes and therapist satisfaction. 13. Adherence to Clear Ethical GuidelinesOperating successfully in private practice requires adherence to clear ethical guidelines. Those clinicians who thrive in private practice prioritize ethics—ensuring that their work is conducted with the utmost integrity and respect for client well-being and confidentiality. Ethical practice enhances a therapist’s reputation and builds trust with clients, contributing to their success. Adhering to these ethical principles not only ensures the welfare of clients but also helps clinicians maintain their own professional integrity, reducing the likelihood of burnout. Ultimately, psychotherapists in private practice can find fulfillment and satisfaction in their work, maintain their well-being, and avoid burnout while providing the highest quality care to their clients—and enjoy a fulfilling and sustainable career that benefits both themselves the clients they serve, the local and professional community, and the profession. Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice in Santa Monica where she works with Couples and Gifted, Talented, and Creative Adults across the lifespan. Lynne’s been doing business and clinical coaching with mental health professionals for more than 15 years, helping professionals develop even more successful careers and practices. To learn more about her in-person and online services, workshops or monthly no-cost Online Networking & Practice Development Lunch visit www.Gifted-Adults.com or www.LAPracticeDevelopment.com. Lynne Azpeitia, LMFTIn the process of providing support to others, it's easy for us as psychotherapists to neglect our own well-being. This is where professional self-care comes in. The secret to a successful and profitable psychotherapy practice lies in our ability to care for ourselves as we care for others.
Professional self-care, including setting boundaries, taking regular breaks, seeking supervision or peer support, helps mental health professionals maintain emotional resilience and avoid burnout. When well-rested and emotionally balanced, we provide better care to clients, leading to higher client satisfaction and retention. It’s also a path to personal growth and resilience. Counselors who engage in self-care activities like ongoing education, supervision, and personal therapy continue to develop skills and expand their knowledge base. When therapists are overworked and stressed, they struggle to maintain appropriate boundaries, protect client confidentiality, and make sound clinical judgments. By prioritizing self-care, we can uphold the highest ethical standards in our practice, safeguarding our therapeutic reputation and profitability in the long run. A therapist's own well-being can also directly impact the ability to facilitate positive change in clients—since clients who perceive a therapist as a model of self-care are more likely to engage in their own self-care practices. This leads to improved client outcomes and referrals, ultimately contributing to the profitability of our practice and career. Self-care also nurtures a therapist's resilience and enables us to cope with the emotional demands of the job. Resilient therapists better adapt to changing circumstances, handle difficult cases, and bounce back from setbacks—all which are crucial for a thriving practice and career. Professional self-care is not a luxury; it's a necessity. It isn't selfish; it's the foundation upon which success is built. Here are 12 practical, supportive tips and inspiration for professional self-care selected from articles used with those I do practice coaching, training, supervision, and consultation. Links to the articles or books are included. 1. May you be moved by passion and enthusiasm for your work, may you deeply believe that you deserve self-care, may you replenish yourself daily, may inspiration be a guiding compass to your days, may you know you are a bright light in a world that needs your presence, may you be an instrument of help and healing and may your cup overflow so that there is plenty to share. Ashley Davis Bush, LICSW Simple Self-Care for Therapists: Restorative Practices to Weave Through Your Workday 2. I have always been better at caring for and looking after others than I have been at caring for myself. But in these later years, I have made progress. Carl Rogers at age 75 3. Self-care is living your life in a way that is physically and mentally sustainable. As a therapist, a good self-care practice allows you to maintain your well-being so that you don’t deplete your own energy to care for your clients. Melanie Donohue, LCSW Why Self-care Is So Important for Therapists 4. We all have times when the stress of our clinical work causes us to become exhausted, anxious and agitated. Some of us are suffering now, or have suffered, from distress, compassion fatigue or burnout. All are occupational hazards. We’ve discovered that our inner reserves of empathy aren’t infinite. Becoming more self-aware helps us to know the limits of what is possible in our own lives as well as in the lives of our clients. Vivian Baruch Self-Care for Therapists 5. Prioritizing self-care is not a luxury; it is a necessity for therapists. Engaging in regular and intentional self-care practices can have a profound impact on our well-being and professional effectiveness. When we take care of ourselves, we are better equipped to provide quality care to our clients. Caroline Rou Nurturing the Healer: Effective Therapist Self-Care Tools Unveiled 6. What does true work-life-balance look like? How is it achieved? Having a healthy balance between work and your personal life means that you are practicing professional self-care. Prioritizing this type of self-care often takes practice, especially since work is a huge aspect of our daily lives. Sometimes it can be difficult to turn off our “working brains” at the end of a work day, and the line between our professional and personal lives begins to blur. While a lot of forms of self-care are practiced on people’s own time, professional self-care is something that can also be incorporated into the work day. OregonCounseling.com Professional Self-Care: Self-Care Series (Part 2) 7. When therapists neglect their own self-care by taking on more clients than they can reasonably fit into their schedules, working long hours to satisfy clients, and answering phone calls and emails around the clock, they may think they are doing clients a favor, when in reality they are setting themselves up for burnout. Chris Howard, CADC-III, CCMI-M Yes, International Self-Care Day is for Therapists Too 8. Professional self-care shows in the habits and routines you use to keep a healthy separation between your personal life and your work, for example:
Robyn E. Brickel, MA, LMFT Good Self-Care for Therapists 9. Micro Self-Care Vs. Self-Violence. The hard truth is that when you don’t take care of yourself, then you’re doing harm (violence) to yourself. It’s time to start thinking of self-care as a form of self-love and self-respect. It is not selfish to take care of yourself; it is necessary. So, the next time you find yourself skipping meals, not drinking water, or working long hours without a break, remember that you are worthy of self-care. Laura Reagan Micro Self-Care for Helping Professionals 10. When counselors are isolated, whether working in rural areas or working as sole private practitioners, maintaining wellness can pose an even bigger challenge. Without other colleagues to learn from, vent with or lean on for support, stress is more likely to build unimpeded. Experts say finding a support system, whether through formal supervision or an informal network of other professionals to meet with for consultation and camaraderie, is vital. Lynne Shallcross Taking Care of Yourself As A Counselor 11. My best tip for self-care is to never, ever let it fall to the back burner. It always has to be top of mind. As care givers there will be many times in your career that you will feel that you should put your self-care last in order to take care of others. It’s never a good idea. Think about your longevity in the profession and your future clients, and make self-care decisions very, very carefully. Jessica Sweet WishingYouWellCoach.Com 12. The practice of self-care is an ongoing endeavor. We are never done with self-care; it must be engaged in throughout our careers. As our life circumstances change over time, so too should our self-care practices. Jeffrey E. Barnett Distress, Therapist Burnout, Self-Care, and the Promotion of Wellness for Psychotherapists and Trainees Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice in Santa Monica where she works with Couples and Gifted, Talented, and Creative Adults across the lifespan. Lynne’s been doing business and clinical coaching with mental health professionals for more than 15 years, helping professionals develop even more successful careers and practices. To learn more about her in-person and online services, workshops or monthly no-cost Online Networking & Practice Development Lunch visit www.Gifted-Adults.com or www.LAPracticeDevelopment.com. Getting Paid: Introducing & Talking About Sliding Scale — The Words You Use Make a Difference8/29/2023 What’s your sliding scale? Do you have a sliding scale? How low is your sliding scale? What’s your discounted rate?
These words are often the first thing a therapist encounters when a potential client calls, emails, texts, or DMs about therapy. It’s no surprise that mental health professionals find this a jarring and highly awkward beginning to an interaction about starting therapy—and that therapists, themselves, have many questions about the best way to respond effectively, both clinically and professionally, to these potential clients during this important first contact. In fact, the most often asked question I encounter in Money Matters Workshops and at LA Practice Development Lunches is: “What’s the best way to respond when the first thing a caller—or a text, email or message—asks about is a discounted rate or sliding scale?” Responding to callers and clients who are asking, but don’t really need or qualify for a lower therapy rate, is a very different type of conversation than the one clinicians trained for and are familiar with—people who genuinely have, a financial need. Just because clients are anxious about the price or cost of services doesn’t necessarily mean therapists should automatically give a price accommodation. The price a client can afford and the price a client wants to pay may not always be the same thing. It’s often hard for us as helping professionals to remember that helping a client doesn’t always have to mean giving everyone who asks a reduced rate or routinely offering the lowest possible price for therapy. It also can mean helping people find a lower priced type of treatment and referring them. While I wholeheartedly support the values that the term “sliding scale” represents, that professionals can help people in need by sometimes--at their discretion and when their schedules allow it—charging less or making other specialized arrangements, so that people can still get affordable help when they need it, I also firmly support mental health professionals charging and being paid a fair price for the professional services they provide to clients. As therapists, our task is to find the right balance of how, and how much, we can adjust session prices, for which clients, and how many—and not go out of business. In the current climate, navigating talking about prices with these clients takes more specialized skills and requires a totally different mindset, approach, and vocabulary. As in any clinical endeavor, the words you use to describe your services do make a difference. Yes, the meaning our words convey can either increase or decrease the amount of money we earn and are paid for our professional services. You’ll find that more people will pay in full and out of their own pocket for your services, when they believe you are the professional who can give them what they want—and the wording you use to describe your services conveys that. Money Talk: Words & Phrases to Consider Here are some examples of words that can make a difference in income when a clinician talks, writes, or communicates about therapy or money matters—and how and why these words can affect the perceived value, and subsequently, the amount a person is willing to pay for the therapy services provided as a clinician. This information applies equally to face-to-face conversations in real time or virtually, to emails, texts, social media postings, and what’s printed in marketing materials or is on your website. Each one of these words and phrases can have a direct effect on the amount a client pays you for your clinical services. As you read the following information, be sure to remember:
Words & Phrases to Consider for Presenting Pricing & Adjusted Pricing These days the term “sliding scale” seems to come with a lot of baggage for clinicians, clients, and those seeking therapy. For many lay people, the word “sliding scale” means: the price can slide all the way down to zero; the rate will, of course, upon request, always be adjusted to the lowest possible price regardless of the financial need or available resources of the asker; and therapists will always give a lower price to anyone who asks because it’s their job to take care of people’s needs. An alternative to using “sliding scale” is to use more definite or declarative wording: For those with a lower income or who demonstrate a financial need—and are eligible, pricing based on lower income . . . special arrangements . . . specialized price/prices/pricing . . . price accommodation(s) can be discussed/made. The adjusted price for a 50-minute session of therapy is . . . The charge for your therapy session is . . . Here are three examples of what can be said when callers or clients ask about or mention a sliding scale, discount or reduction. These are meant to be tailored to what works for you, your practice, and clientele. Example 1
Only Do What Fits You, Your Clients, and Your Therapy Services Best Confidently take charge of money conversations about prices by using any of aforementioned professional and clinical language recommendations that work with your client population and clinical practice. Focus on the value, cost, worth of the therapy service to the client and their life. Remember to keep the language, wording, and focus of the clinical and professional money matters conversations on the client responsibility for payment for services needed, received and provided— not on what or how much the therapist gets or charges or how much the number is. Allow the client to pay a fair price for the therapy benefits they receive from you, the highly skilled and trained professional that you are. Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice in Santa Monica where she works with Couples and Gifted, Talented, and Creative Adults across the lifespan. Lynne’s been doing business and clinical coaching with mental health professionals for more than 15 years, helping professionals develop even more successful careers and practices. To learn more about her in-person and online services, workshops or monthly no-cost Online Networking & Practice Development Lunch visit www.Gifted-Adults.com or www.LAPracticeDevelopment.com. Therapists are always wanting to know what they can easily do to succeed in their career, find the best jobs in the field, and to keep their practice full, their clients happy, their income high, their expenses low, their license safe, and their services competitive.
Whenever I tell therapists that belonging to and getting involved with their local, state, or national professional associations by attending events and volunteering is the number one thing that will find them jobs, save them money, get them known in their community, keep their practices full, their referral sources plentiful, and their clinical work up-to-date legally, ethically, and clinically—and more, they are very surprised. Invariably a very lively, interesting, and informative discussion about how professional associations help meet the needs of therapists in practice follows—a very eye-opening one for those who haven’t been aware of how the benefits of membership, participation, and volunteering sustain therapists, their practices, and their careers. Most therapists look at joining a professional association, or local chapter of one,as a necessary evil that takes money out of their pocket for dues so they can get discounted member pricing for continuing education hours—and access to general legal advice if they have a question or problem--or want a discount on malpractice insurance. Professional associations are so much more than that. To thrive in our field, it's essential to not only focus on honing your therapeutic skills but also to actively engage with your professional community. Joining, actively participating, and volunteering in your professional association can play a crucial role in your success and prosperity as a psychotherapist no matter what setting you practice in. Professional associations are vital hubs for networking, learning, and collaboration among practitioners in our field. These organizations bring together like-minded professionals who share a passion for psychotherapy and provide a platform for ongoing professional development. By joining your professional organization, you gain access to a wealth of resources, support, and opportunities to enhance your practice and your career. Engaging with peers, mentors, and leaders on a regular basis can open doors to valuable collaborations, referrals, and partnerships. By volunteering as well as attending events—meetings, workshops, and seminars—therapists can expand their professional circle, exchange knowledge, and stay updated with the latest clinical and profession information. Such networking opportunities can lead to a steady stream of referrals, ultimately filling your practice with your ideal clients. Getting involved in your professional community through active membership and volunteering also provides opportunities for mentorship and support, particularly for early-career psychotherapists. By connecting with experienced practitioners, new therapists can gain valuable guidance, insights, and advice to navigate the challenges and complexities of our profession. This support system can be instrumental in fostering professional growth and confidence as well as clinical excellence. One of the primary benefits of being an active member of a professional association is certainly the access to continuing education and skill development opportunities. Attending these events allows you to stay updated with the latest research, techniques, and advancements in the field—and enables you to continuously enhance your therapeutic skills and broaden your knowledge base which improves the quality of care you provide to your clients. Your professional organization also serves as a hub for connecting with other LMFTs, LCSWs, LPCCs, Psychologists, Psychiatrists, Students, and Associates, as well as supervisors, mentors, and researchers—as well as allied professionals. Engaging with your professional network opens doors to collaborative opportunities, referrals, and mentorship relationships. By participating actively, you get to exchange ideas, share experiences, and learn from the collective wisdom of your peers as well as find jobs, employees, office space, and other professional services you need to run your practice or advance in your career. These connections not only enrich your professional life but can also lead to personal growth and career advancement. Joining and actively participating in a professional association is often a game-changer for therapists, offering many benefits that contribute to career growth and success. By volunteering for committees, organizing events, or taking leadership roles, you can gain visibility, make new connections, and build your resume, while you shape the direction of your professional community and have a positive impact on its future. This active involvement not only enhances your professional reputation but also fosters a sense of pride and accomplishment as you give back to the community that has nurtured you and your career. Membership in your professional organization also provides free or low-cost opportunities to increase your visibility in the professional community. Websites, newsletters, blogs, therapist directories, eblasts, and social media platforms are all cost-effective marketing and advertising opportunities for members and volunteers since these are distributed throughout the profession as well as to those in related fields. Professional associations also offer a sense of community and support. The field of psychotherapy is emotionally demanding and can be isolating. Being part of a community where you can connect with colleagues, share experiences, and seek guidance and support when needed is reassuring and helps you know that you are not alone in facing the challenges and rewards of being a psychotherapist. Lastly, joining a professional association provides you with a sense of community and belonging. Connecting with like-minded professionals who share your passion for psychotherapy is invaluable. It allows you to network with those who understand the unique challenges and triumphs you face every day in your practice. Through these connections, you can find support, exchange ideas, and gain valuable insights that can enhance your experience as a therapist. As you can see, joining and actively participating in your professional association is essential for success and prosperity in your career as a psychotherapist. By immersing yourself in your professional community, you position yourself for success, growth, and prosperity in your practice and career. Embrace the benefits that membership and volunteering in your association offers and contributes to your career as a psychotherapist. Discover for yourself why joining, actively participating, and volunteering for your local, state, or national professional organization is a really good use of your time, energy, and money—and how it will keep your practice profitable and bring you continued success in your career. I guarantee you’ll be pleasantly surprised. Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice in Santa Monica where she works with Couples and Gifted, Talented, and Creative Adults across the lifespan. Lynne’s been doing business and clinical coaching with mental health professionals for more than 15 years, helping professionals develop even more successful careers and practices. To learn more about her in-person and online services, workshops or monthly no-cost Online Networking & Practice Development Lunch visit www.Gifted-Adults.com or www.LAPracticeDevelopment.com. Therapists want to know the secret to private practice success—filling one with enough clients to pay for the business, support ourselves, take a vacation, fund our retirement, and save some money. Private practice success is doable with planning, skill, and the right kind of ongoing effort.
Five Key Tools for Private Practice Success
1. Your Introduction What you say or write when introducing yourself online or in person is a very useful tool for letting people know who you are, where you work, who you work with—vital info for those looking to employ you, refer clients or have you as a therapist. You may be surprised to learn how many therapists introduce themselves by just saying their first name—not where they work or who they work with as clients. How can people find you or know who they can refer without this info? Say your full name, license or professional status, type of work, office location or work place, and who you work with—or would like to. This gives people the right information to connect and refer. Introductions don’t have to be fancy, just key information delivered in a calm, friendly, professional manner: Eric Hernandez, Registered Associate MFT, at the West Hollywood Counseling Center where I counsel gay men and their partners under the supervision of Dr. Aaron Cohen. Lisa Chan, MFT Trainee, with School Counseling Services. I counsel middle school students and their parents in Silverlake. Tina Martinez, LCSW is my supervisor. Matt Samson, student at Pepperdine’s Encino Campus. I’m interested in working with men and anger management in the Culver City area. Jen Harvey, Licensed MFT. I work at Harbor House in Van Nuys treating adults with addictions and have a Telehealth/private practice in Sherman Oaks working with teens and their parents. If you’re typing the intro online, list your website last, so people can click on it. Getting the word out about your services is a community service. Make sure your community knows how you can be of service to them—and how to find you when they need your services. 2. Your Business Card, Email Signature or Online Profile For in person interactions, your business card, including your email address, is a good marketing and connecting tool for clients, colleagues, referral sources, other business people, and professionals. Online, your email signature or social media profile info is your business card. Licensed therapist’s business info:
Associates and Trainees wanting a business card including this information should check with their supervisor and the organization they work for about their requirements. Your Pronouns. If it fits for you or your community, the pronouns you use can be included—in English and or any other language you or clients, colleagues, community, others speak. Where you place your pronouns is up to you—after your full name, professional status, address, or anywhere else it fits best for you in this list. For an Associate, Trainee or Student card for networking, I recommend using a personal calling card instead of a business card. Here’s the calling card format:
You can pass the calling card out to colleagues and others so they can contact you about jobs, organizations or other information. I don’t recommend you give it to potential clients, just use it for networking purposes—it makes a better impression than writing your info on a piece of paper. 3. Your Contacts, Referral Sources & Resources Who you know, those who know you, and those who refer to you are a valuable resource in filling a practice. Building your contact list, email list, referral sources, followers, and resource list is a long-term project. Start today! Students who start this will have a good head start—don’t wait until you’re licensed to build the list of people who you know, who know about you, and the work you do. Who’s on your contacts list? Colleagues, licensed and pre-licensed therapists you know, counseling centers, current and former supervisors, graduate program instructors, business people you do business with, medical and dental professionals you do business with or refer to, friends, family members, neighbors, members of your church/temple/mosque, members of organizations you or your family belong to, social contacts, community contacts, etc. Online these are your social media contacts—followers, friends, members of the groups you have or belong to. Each is a potential referral source for your practice. Find a way to keep contact and keep them current on you and your practice. Whenever they send you a referral, thank them with a handwritten note or an e-mail or even a call—no client name necessary so confidentiality isn’t an issue. 4. Your Website or Other Online Presence You’ll most likely need some online presence to maintain your practice since most clients who are willing to pay or use their insurance find therapists online. Think of your website or webpage, blog, podcast, TikTok, YouTube Channel, FB Page, Instagram, etc., as your online office. Ask any therapist with a thriving practice—most will report a high percentage of clients come from sources online. Think about it, people save time by searching online. Give prospective clients a website or other page to become informed about services. Even if they find you in a directory, prospective clients will look at your website or other web presence before they contact you. Many therapists think a website is expensive. This is not the case. You don’t need to spend a lot for a website to attract clients. However, you do need at least a page or a few pages/videos/audios for clients to find or check you out when they’re referred. Clients like to see a picture or video, read something about you, your services—and e-mail you from your website. If you are going to have enough paying clients, having a website or page is a necessity. There are many free or very low-cost services for creating a professional looking website. It’s fairly easy, no coding necessary. Squarespace, Weebly, Wix, and others provide these. Check them out—ask colleagues or friends about their experiences. If you decide to pay for a website, contact therapists you know who have websites you like—ask who designed it, what they paid—or search online and see who designed the websites you like, then contact them. If you are pre-licensed—especially if you’re a student—I suggest you have at least a page with your name, license status, contact information—with your own domain name. If your page says that mentions or counseling you’ll have to include a supervisor’s name and information. If you don’t want a webpage or think that you can’t afford to spend any money, consider a blog. Blogs are free at Blogger.com—you can direct people to that to check out your practice information. TikTok, FB, Insta, YouTube are free, too. 5. Your Online Listing in a Paid or Free Directory Having a listing in a few online directories helps. Do consider that paying for a directory listing can be a good investment in reaching potential clients. Clients find you when you’re listed in a therapist directory since they advertise and promote aggressively so they’re first in online searches. If you don’t want to pay for an online listing like Psychology Today, there are many free directory listings. CAMFT and AAMFT Clinical members have a listing as a membership benefit as do local chapters of CAMFT when you are a chapter member. Listings are also not limited to licensed therapists. Many sites have pre-licensed listings, but you must include supervisor information. I hope you’ve found this information helpful and encouraging as you create, maintain, or upgrade your practice. I wish you much success in your private practice endeavors. Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice in Santa Monica where she works with Couples and Gifted, Talented, and Creative Adults across the lifespan. Lynne’s been doing business and clinical coaching with mental health professionals for more than 15 years, helping professionals develop even more successful careers and practices. To learn more about her in-person and online services, workshops or monthly no-cost Online Networking & Practice Development Lunch visit www.Gifted-Adults.com or www.LAPracticeDevelopment.com. Private-pay clients are seeking out an expert in the field. When you are in a private-pay practice, your marketing and branding must reflect that.
When it comes to seeking out therapy services, a client’s decision-making process can vary greatly depending on the type of practice, the therapist’s expertise, and the payment structure. Research reveals that insurance-based clients generally select a therapist based on who takes their insurance and the convenience of appointments. This usually leads insurance-based clients to choose a therapist based solely on price and insurance coverage, rather than on expertise or personal fit. This is NOT the case with private-pay clients. Private-pay clients who select therapists in private practice are seeking out an expert in the field and are usually looking for a more personalized, specialized approach. Because private-pay clients want a therapist who is knowledgeable, experienced, and an expert in the areas of their concerns, these clients are willing to prioritize the therapist's expertise over factors such as price, insurance coverage, and location—and are willing to pay out-of-pocket for the services of a highly skilled, and experienced, therapist. For therapists in private-pay private practices, it is important to tailor marketing and branding efforts to attract and this type of client and referral. Since these clients are seeking out an expert in the field, your marketing and branding and content presented has to focus on and reflect that. Ensuring that the overall client experience is positive, responsive, and supportive is another key factor in attracting, retaining, and continuously keeping your practice full with private-pay clients. Because private-pay clients are often seeking a high level of personalized attention and care, the therapist's communication style, responsiveness, and attention to detail can all play a role in their decision-making process. This may involve responding promptly enough to texts, DMs, emails, and voicemails, as well as having an engaging professional website with content that addresses their concerns, an interesting social media presence or platform with videos, images, and interesting content, and implementing effective communication strategies. It also may involve highlighting your areas of expertise in your networking introductions as well as on your website, social media, email communications and other promotional materials. Including appropriate testimonials can also be effective in demonstrating a therapist's effectiveness and success in treating specific issues. As you can see, insurance-based clients and private-pay private practice clients have different priorities when it comes to choosing a therapist. Private-pay clients prioritize finding an expert in the field who is responsive to them and can address their specific concerns and issues. As a therapist in private practice, it's important to understand this about your target audience and tailor your marketing and branding efforts accordingly. Focus on your expertise and specialization, develop an engaging website that demonstrates that; utilize social media in interesting ways that your clientele appreciates; build relationships with other like-minded and allied professionals; and offer value-added services such as books, webinars, workshops, talks, and retreats to differentiate your practice and attract private-pay clients and referrals. While insurance-based clients may prioritize convenience and insurance coverage in their decision-making process, private-pay clients are seeking out an expert in the field and are willing to pay for a personalized and specialized approach. Therapists in private-pay private practices must tailor their marketing efforts towards this type of client, highlighting their experience and expertise, and providing a high level of personalized attention and care. By doing so, they can attract and retain a clientele that values their skills and expertise, and is willing pay for their services. Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice in Santa Monica where she works with Couples and Gifted, Talented, and Creative Adults across the lifespan. Lynne’s been doing business and clinical coaching with mental health professionals for more than 15 years, helping professionals develop even more successful careers and practices. To learn more about her in-person and online services, workshops or monthly no-cost Online Networking & Practice Development Lunch visit www.Gifted-Adults.com or www.LAPracticeDevelopment.com. With so many online meetings, presentations, and events, therapists introduce themselves a lot. Here are 6 tips to make the most of your introductions online & in person and to create a positive, professional image. These tips reveal little details to include when introducing yourself—and will help you get known in the therapeutic community.
TIP 1 When introducing yourself VERBALLY, online or in person, be sure to include all the information a person needs to contact you. If people don’t have the right information, they can’t contact you about a
Make it easy & convenient for people to
Include this information when introducing yourself:
Samples Hi, I’m Ana Chavez, LMFT, AAMFT Approved Supervisor. I’m based in West LA where I have a Private Practice working in person and remotely with clients. I work with individuals and couples and specialize in work-related stress, anxiety, and relationship issues. Michael Weinstein, LMFT, CAMFT Certified Supervisor. In my Pasadena Private Practice I provide remote therapy sessions to clients throughout the state of California and specialize in anger management, relationship issues, and couples in conflict. Sandra Ho, LCSW. At the Gender Health Center in Los Angeles, I counsel, in person and virtually, children and adults who are exploring gender identity and/or sexual orientation issues and those who are Trans/gender diverse. My pronouns are she, her, ella. Derek Johnson, AMFT, at Angeles University Counseling Center in Culver City, under the supervision of Shanda Ramos, LMFT, I work with clients who identify as part of the LGBTQ+ and/or the Black, Indigenous, People of Color (BIPOC) Community. I specialize in anxiety, trauma, and relationships. Sometimes it may be possible to add a short sentence that personalizes your introduction: Tina Duvall, LMFT. At the Beverly Counseling Center I specialize in working with teens and young adults who have eating disorders, anxiety, depression, and anger management issues. Send me your angry teenagers, the angrier the better! They’re my favorite clients to work with. TIP 2 Online, AFTER you introduce yourself VERBALLY in a group video call, always type your name & contact information in the chat. Type in chat: full name, license status or professional designation, where you work, location, email, phone, website—and pronouns if that fits for you; and three or four words on who you work with or your specialties. No more than 3 words or initials (EMDR, SE, TRM, etc.) about who you work with. Nothing else or people will ignore it. Sample Shuri Moore, LMFT, Santa Monica and Online, [email protected], 310.123.4567, ShuriMoore.com, GenZ & Millennial Women. Pronouns she, her, hers. At the end of your contact info you can also add something about how to contact you--Contact by email or text is best. Shuri Moore, LMFT, Santa Monica and Online, [email protected], 310.123.4567, ShuriMoore.com, GenZ & Millennial Women. Pronouns she, her, hers. Contact by email or text is best. TIP 3 For online professional events, make sure your screen name is your full name not a first name or nickname. The more your full name is seen, the more people will remember it. If you don’t type your contact info in the chat then knowing your first & last name will be easy to Google. Take advantage of this opportunity. Type this info under your picture on video platforms.
Ana Chavez, LMFT, AAMFT Approved Supervisor. West LA Michael Weinstein, LMFT, CAMFT Certified Supervisor. Pasadena Sandra Ho, LCSW. Pronouns: she, her, ella. Derek Johnson, AMFT Antioch Alum Danika Jones, Trainee, Pepperdine Student TIP 4 For in person events, STAND UP when you ask a question/make a comment—to the speaker or whole group—from your chair or seat at a table.
TIP 5 Each time you ask a question verbally in an online group of more than 5 or an in person event—BEFORE you ask your question--Say your full name & professional designation--Then ask your question Sample (Said Aloud) Calvin Jordan, AMFT (slight pause), my question is… State your name each time you ask a question. Repetition of this kind is good! Optional: Include your location after your professional designation: Sample (Said Aloud) Tina Gonzalez, CSPP Student, Covina (slight pause), my question is… Stating your FULL NAME before you speak makes it easy for the speaker, moderator or person monitoring the chat to quickly pair your name with your face. Yes, video platforms have names below the screen view. However, when you state your name first, the speaker or person monitoring the chat doesn’t have to take their attention away from looking at or listening to you, to read and process your name—and neither do participants. Not only do people appreciate this, they tend to have a positive impression of you and they have a better chance of remembering your name the more times they hear it. Stating your Full Name before you speak:
For in person events, on your nametag be sure to print your Full Name so it is easily readable. That’s all on how to make the most of your introductions, get known in your community, and further your career. Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice in Santa Monica where she works with Couples and Gifted, Talented, and Creative Adults across the lifespan. Lynne’s been doing business and clinical coaching with mental health professionals for more than 15 years, helping professionals develop even more successful careers and practices. To learn more about her in-person and online services, workshops or monthly no-cost Online Networking & Practice Development Lunch visit www.Gifted-Adults.com or www.LAPracticeDevelopment.com. Many psychotherapists now have tele-practices and conduct video and phone therapy sessions instead of, or in addition to, face-to-face sessions in an office as a result of the majority of mental health providers switching to, or experiencing, Teletherapy sessions during stay at home orders during the pandemic.
While these types of online video or phone services are not for every client or practitioner, many therapists are reporting that, after moving their practices online and doing therapy with clients over several months, they find video or phone tele-sessions are not only effective but convenient to both them and their clients. After the pandemic quarantine many therapists kept offering some form of Teletherapy along with in-person sessions once the quarantine was lifted. However, clinicians are also reporting that when some new prospective clients find out in-person sessions are not an option they seem reluctant, resistant, or unsure about beginning or making the switch to virtual therapy. This causes psychotherapists to feel conflicted because client consent is needed to work virtually when in-office sessions aren’t offered. Therapists also wonder if it’s okay to influence a client towards Teletherapy when the client doesn’t seem to want it or is less than comfortable. Should therapists address it or just refer? While there are many good reasons that people are reluctant to do teletherapy—no private place, no equipment but their phone, weak internet connection, etc., it’s important to remember that when in-person services are not available some individuals may initially find it hard to switch to or commit to therapy that’s different from what they’ve thought about, imagined, or come to expect. Teletherapy is that kind of different. No couch, just a screen. While clinicians know that some reluctance or resistance to beginning therapy is usually present in any intake, and are used to addressing that, what counselors aren’t as used to is handling intakes where the reluctance is around the only option offered. The truth is that many of the issues that are expressed as client reluctance about Teletherapy aren’t about the tele-sessions at all, but like in intake calls where in-person sessions are possible, are a manifestation of the client’s issues that are inherent to therapy—and these would come up even if the therapy was face-to-face. While online services are not for every client or practitioner, a client’s reluctance, discomfort, and resistance is most often not about Teletherapy, but about entering a new world where they are moving from a familiar way of operating to the therapy context where different rules apply. Our job as therapists begins with helping clients enter, become familiar with, and safely navigate the therapeutic context. We are, and need to be, their guide. As you read the following information, be sure to remember:
What’s the best way to respond to a potential client who seems reluctant or resistant to engage in video or phone therapy when a therapist isn’t seeing clients in person in the office? Teletherapy reluctance, discomfort, and resistance are clinical issues. The therapist needs to take charge of any conversations regarding teletherapy issues. Yes, it’s part of therapy and it’s the therapist’s job to aid-educate-facilitate pre-therapy (intake) or Teletherapy resistance conversations. New clients don’t really know what teletherapy is or what it’s like if they’ve never had therapy or online therapy before. They only have an idea of what it’s like or the description of what someone else told them. Teletherapy with a clinician who is a good match can be a great option when in-person therapy is not available and many clients are great candidates for video or phone therapy. Use your clinical skills to address and respond to a client or prospective client’s Teletherapy issues when they come up—just like you would address anything else. Treat the issues that come up about teletherapy sessions the same way you’d treat any other client issue. Taking it personally = Countertransference! Don’t take a client’s Teletherapy reluctance and resistance talk personally when clients demonstrate their issues and skill level—take or use a therapeutic stance just like you would about any other topic or issue. Under your guidance clients can then make an informed decision about beginning, continuing or ending Teletherapy. To review:
Teletherapy is definitely here to stay. Its effectiveness is equivalent to face-to-face sessions and the flexible nature of video and phone sessions benefit both clients and clinicians. Add in the ease and convenience of scheduling a video or phone therapy session and talking with a mental health practitioner from the privacy of your home or another convenient location, and you find that these virtual services are a huge draw, especially for many people who are seeking therapy for the first time. Telepsychiatry, teletherapy, telepsychology, and video therapy are more than just trends. In fact, a good number of mental health professionals found they prefer working with clients using teletherapy video and or phone sessions and have not returned to in-office sessions. Yes, quite a few therapists are reporting that they plan to keep or have kept their therapy practices solely virtual, and they have. Other therapists report they do both virtual and in-person sessions in their hybrid practice. Both in-person therapy and Teletherapy have advantages. Some view office sessions as a way to get some distance from problems at home and find it easier to see and deal with challenges objectively. Some clients prefer phone therapy over video therapy, which works fine in many situations. While Teletherapy and online services are not for every client or practitioner, online therapy is here to stay, like it or not. Consumers are changing, and so are therapists and their practices. Teletherapy has become another viable option for mental health practitioners. It may not be the best option for everyone but the good news is that it is just as important and effective as the traditional therapist’s couch. Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice in Santa Monica where she works with Couples and Gifted, Talented, and Creative Adults across the lifespan. Lynne’s been doing business and clinical coaching with mental health professionals for more than 15 years, helping professionals develop even more successful careers and practices. To learn more about her in-person and online services, workshops or monthly no-cost Online Networking & Practice Development Lunch visit www.Gifted-Adults.com or www.LAPracticeDevelopment.com. |
Lynne Azpeitia, LMFTFor 10+ years Lynne Azpeitia has helped therapists to live richer and happier lives through her workshops, private practice, clinical, and career coaching, and her practice consultation groups which train, support, and coach licensed and pre-licensed therapists, associates, & students how to create and maintain a successful, thriving clinical practice and a profitable and sustainable career, Archives
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Lynne Azpeitia, LMFT (310) 828-7121
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