Article Highlights

Let’s start with a few reminders…..

reminder…… A full schedule does not equal success.

reminder….. Seeing a successful practice and attempting to duplicate it – does not work. You must do the research yourself and make the business decisions that are your for YOUR practice and YOUR life.

Step 1-Grab a notebook

Marketing 101 for Private Practice

(I like bullet-style journals or moleskin…especially the dotted pages, but that’s just me. A spiral notebook or one of those yellow legal pads will work just fine)
Brainstorm. Don’t write out an essay (unless you want to). Just get some words on the paper.

What are your strengths?
What are your values?
Where do you feel comfortable?
Who are you?

Now that you’ve got the gears turning,
What is your niche? What type of client do you love working with?
What are their hopes, fears, dreams?
What do they do for fun?
Where do they spend time in the community or online?
(the answers to those 3 questions will guide your marketing plan)

Then on to the numbers!

Look at your current caseload.
How long does a client stay with you?
How many clients per week do you see? Sessions?
How many new clients per year?

52 weeks in a year – minus holidays, minus vacation
e.g. 46 working weeks x _ sessions / week = sessions per year x $_/session
= income / year

Does that income cover your business expenses and living expenses (including health insurance, retirement savings, target lifestyle)?
Does that number of sessions/week keep you as busy as you want to be?

Now pay attention to this next part – it’s commonly overlooked reality-check
What is your town’s population? (if you provide telehealth, what is your state’s population?)
What is the prevalence of your niche dx?
Do the math – In your town’s population, how many people are likely to have the target diagnosis? A smaller number would be people with that diagnosis and are looking for help. Consider if 7% of that diagnosis population might go to you for help. That gives you a number of potential clients. Is that realistic? Will that sustain your practice so that you are as busy as you want to be?

Marketing 101 for Private Practice

Keep crunching the numbers

How many calls do you receive per month?
How many become clients?
How did they find you?

If you are not tracking this information, START NOW!

Continue your analytics….

Where do people go on your website?
How long do they stay on the page?
What is working? What isn’t?

Your marketing can and SHOULD evolve over time. Knowing your numbers will help you shift your marketing to maximize your ideal clients while minimizing your investment in time and expense.

Make a list of setting up your business (printable PDF coming soon)

Marketing Brainstorm – Make your action plan

Where do your clients spend time? (go back and check what you wrote down)

Local organizations – create blog posts featuring those organizations and showcase your expertise.

Consider who in your community might be good referral sources. Invite them to coffee to get to know them more, how you can help them.  Who can you refer to THEM?  How can you solve THEIR problems?  Be a resource for your referral sources.  Once a month, every few weeks, send them helpful information, or do something to keep you at the top of their mind.  

What Facebook groups do they hang out in?  Can you join? Marketing on Facebook can be very effective, when done correctly– here’s how. Quick tip: Be sure your personal profile links to your business page, so people who appreciate your expertise can find and hire you. Here’s some tips for your business page.

Google Ads

Need help? Check out our other popular posts, including 35 Marketing Ideas for your Speech Therapy Private Practice and Grow Your Local SEO.

Marketing 101 for Private Practice


Circle / Highlight / Write down no more than 3 avenues to focus your energy first.

Articles you May also enjoy...

A 2 Z Teletherapy Speech and Tutoring of Texas

At A 2 Z Teletherapy Speech and Tutoring of Texas, you can find help for both children and adults of all ages who struggle with speech production (articulation), understanding and use of language, apraxia, aphasia, reading, spelling, and writing.

Scroll to Top