Set Up For Success 4: Beyond the Scroll: How to Get Your First Private Practice Clients (Without Endless Social Media)

If you’ve been spending any time in the online business world, you've probably been bombarded with ads telling you to master Instagram, run Google ads, or become a TikTok sensation. And while those can be part of a strategy, I'm here to tell you something that might surprise you: for therapists, often the most effective marketing isn't what's being shouted about by the noisy online gurus. 

If you were looking for a therapist, where would you start? Scrolling through Instagram? Probably not. Most of us would start by asking the people we trust: friends, family, and other professionals. 

This is where the magic of "relationship marketing" comes in. The best time investment you can make in the early days of your practice is to become "top of mind" for the people your ideal clients are most likely to ask for recommendations. This is simple, ethical, and completely aligned with your skills as a psychologist – it's about building genuine relationships! 

But networking feels gross!

Networking feels icky, right? I was totally icked by myself at the end of my first ever networking event. I was heavily pregnant in a room full of suits and had struggled to stutter out a version of my name through the blur of sweat, nerves and heartburn. It felt totally wrong, what was the point of a clinical psychologist talking to two close to retirement managers from a printing company about perinatal mental health?

No one in that room needed ME so after my horrendous introduction, I gave up. I focused on the sparkling water and listening to the local small business gossip. The event was a write-off but I might as well hear some interesting stories. And interesting stories there were! Employees were “taking the piss” left right and centre it seemed, some of them not coming in for weeks on end, supposedly many of them signed off with “stress.”

Because I’d done such a terrible job of introducing myself no one expected me to contribute so I didn’t really, I just asked questions. I don’t even remember what I said or asked about. I certainly didn’t come away thinking I’d been insightful or helpful, just a bit nosey perhaps!

So imagine my surprise when at the end one of the printers came up to me and offered a heartfelt thank you. He explained he’d never considered what “stress” really meant before and that he now understood his own (and I hope his employees!) reactions better. 

Well I never? It turns out that not everyone knows everything we know! Psychologists and therapists can offer immense value to the community when we offer our expertise, even informally. Plus when you show (rather than tell) someone what you are like as a therapist, they tend to refer to you. I even got a client off the back of that event. 

Building networks is miles more powerful than social media because:

• It's a two-way conversation, you will learn from the conversations you have
• It opens you up to collaborations with other professionals or small businesses (and we are definitely stronger together)
• You become the person that is recommended by a friend or trusted professional

The principles that make it work

1. Local Business Networking: Your Community Connection

Networking can be gross if it is done the wrong way but it can also benefit everyone in the room. Local business networking events are full of people who might know your ideal clients. Go with a specific list of professionals or businesses you think would be useful to your ideal client group (e.g., nutritionists, personal trainers, midwives, physios, yoga teachers if you work in perinatal). Your goal? Find out enough about their business to decide if you would refer to them. If you approach it with an intention to give referrals, you'll very often find they want to refer to you too! If an event isn't attracting the right people, don't keep going back out of obligation. Find a different one next month. Your time is precious! 

2. Join Local Mental Health Professional Groups: Collaborate, Don't Compete

I’m a firm believer that there's no such thing as "competition" in our field. Sadly, there are more than enough people who need our services. Building a network of other local psychologists and therapists is invaluable. These are the people you can refer to if you're over-capacity or a client needs a different specialism. They can also become a peer supervision group, offering advice and support when you face tricky situations. You can even extend each other's knowledge. It's about raising each other up in pursuit of our shared vision of better mental health. 

3. Link Up with Other Health Professionals: Broaden Your Reach

Think beyond mental health. Who else might encounter your ideal client? Private GPs, specialists, even school nurses. You can find these people via Google or at networking events. Getting their attention can be tough because they're busy. Think about what you can offer them. Could you put together a short, 20-minute talk on a mental health topic relevant to their patients that they might not know much about? For example, I did this with a talk on the mental health impact of severe pregnancy sickness. This demonstrates your expertise and gives them something valuable, making them more likely to remember and refer to you. 

My Top Tips for Building Your Network:

• Be Reciprocal: Always approach networking with the mindset of giving first. If you want referrals, be ready to offer them.
• Your two-liner: Write and learn a simple, two-line summary of who you are and who you help. You can add to this if you are looking for something specific too. For example, I might say “I’m Dr Rosie Gilderthorp a Clinical Psychologist offering therapy for mums struggling with their mental health in pregnancy. I’d love some help with SEO if anyone has a good contact.” 
• Preparation is Key: What do you want to get out of the event? Are you looking for a new service provider for your business (e.g., a photographer, an SEO specialist)? People are inherently reciprocal. If you work with someone in the group, they and others are more likely to refer to you.
• Listen and Help Others: This is where you truly shine. Listen genuinely to others' business problems. Offer your perspective, ask thoughtful questions. Your unique psychological perspective will impress far more than a hard sell. You are good at this already, so just let yourself shine.
• Don't Overthink It (or Procrastinate!): You don't need a fancy website or business cards to start networking. A Psychology Today or LinkedIn profile is perfectly fine as a starting point. Just make sure people have a way to keep in touch with you.
• Follow Up! This is crucial. Get contact details and nurture those relationships. A quick email, an offer for coffee, or sharing a relevant blog post you've written keeps the connection alive.

So get out there, use Google to find three local networking events and commit to attending one per month from September. 

No social media, just real people.

Ready to turn your private practice dream into a reality?

Join my free masterclass, "Set Up Your Practice for Success”, on September 8th. I'll share my 3-part framework to help you create a practice that is professionally fulfilling and financially secure, giving you the flexibility you crave without the burnout.

https://psychologybusinessschool.mykajabi.com/offers/avzEAAiw/checkout

Links for Rosie:

Substack: substack.com/@drrosie

Rosie on Instagram:

@rosiegilderthorp

@thepregnancypsychologist