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Simply Organized

How to Increase the Visibility of Your Practice

Three ways to build awareness for your private practice from a PR pro

For mental health practice owners looking to stand out and differentiate themselves, proactivity is key. The first step is to understand what opportunities will be most worthwhile by identifying the type of patients you want to reach.

1. Hone in on the types of media your patients are engaging with

Think about the forms of media that might be most influential among your patient base. To do this, imagine your “ideal patient” and build out a profile of their preferences. The attributes that can influence your patient profile are things like demographic attributes (age and location), where they get their information from, and consumer habits.

Make a list of places your patient might be seeking info or entertainment. For example, do they regularly listen to a local radio station? Maybe they follow well-known brands or influencers on social media. Do they read blogs to keep up with the latest health and wellness news?

To validate your media brainstorm, conduct a bit of (informal) market research by simply asking your long-time patients who they follow or where they get their news.

These conversations can lead to a list of potential places you can place ads or pitch and contribute organic content, for instance. In addition, they can provide insights into the topics and types of stories that interest your target patient.

2. Use social media to network with prospective patients

Your local business community (and their audiences!) provides ample opportunities to get in front of new patients. Think about social media collaborations you can undertake with local influencers, adjacent service providers, or a collective of small business owners.

Is there an opportunity to be featured in a social media campaign spearheaded by a local business association? Maybe you can team up with a local yoga studio to shoot a video that demonstrates stretches or a routine that can aid in stress relief.

Of course, you can also tap into your patients’ social networks by exploring User-Generated Content (UGC). In other words, this is content that is posted by patients, tagging your business and increasing the likelihood someone will click on your profile to learn more about your practice. Think of small incentives you can offer that will encourage your patients to share their experiences with your practice on their social media platforms.

3. Take advantage of opportunities to boost your credibility

Consider sharing your expertise at industry conferences via a keynote talk or participating in a panel discussion. Not only are speaking engagements helpful in building your professional profile, but they also help to establish your credibility as a trusted and known expert in your field. What’s more, taking part in these types of opportunities can lead to invitations to speak and present at other industry events. You might also want to contribute your clinical perspectives to a peer-reviewed journal or explore contributing content to publications like Psychology Today or

Psychotherapy Networker.

Don’t be shy – remember to share your articles and promote your appearance at events on your website or social channels!

Other ways to secure third-party validation are awards programs run by local newspapers or small business associations. If there's no category for your practice, suggest one to the organizers. If you win an award, display it prominently in your clinic and on your website to build trust with potential clients.

With careful planning and a confident approach, you can increase the visibility of your practice and attract your ideal patients. Remember, it's not just about getting noticed, but also about reaching the right people.

This blog is based on a Front Desk magazine article with insights from Lisa Simone Richards, a PR and Visibility Strategist. Front Desk is published by Jane, a practice management software for health and wellness professionals.



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