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NOTES FROM THE EDITOR

The Point of Messaging

This week I've updated my website. Yet again.

For the past 10 years I've updated it countless times as my niche, specialization and message kept evolving. Below are just few examples of my homepage from the last 3 years.

From what you can see, the core of the business stayed the same "Marketing for Therapists" but the message kept evolving to address the needs of the clients I wanted to reach.

This evolution is also a mirror of my business goals at a specific place in time. Sometimes it mattered more to me to capture the traffic to my website, sometimes generating leads took a priority.

Today, since I've introduced the Private Pay System™ publicly, my message has to hit two concrete goals:

1. Clarify what you can achieve by working with me.
2. Address the people who are ready to work with me.

So here is the new homepage that aims to achieve both of these goals. Do you think it succeeded? (Reply and let me know)

The truth is, most practices don’t struggle because they lack visibility. They struggle because their message is built for people who are “a good fit,” not for people who are ready to commit.

The PPS way

See, the main point of PPS is not targeting everyone who can align with the profile of your Ideal Client or would be a good fit for your practice. The point is to focus on the people who are ready to work with you and pay your fees.

How do you do that? First, by making deliberate decisions about your practice, your fee structure, caseload and the amount of leads you need to generate each month.

And then, building a message and a marketing system that supports these decisions. The system that's rooted in consistent visibility, reputation, and quality care.

If your messaging is attracting people who are “a good fit,” but not people who are ready to commit to private pay, PPS is designed to resolve that decision.

You can check here to see whether it’s the right next step, or reply and tell me what you’re stuck on.

See you next week,

Avivit

And now to the news!

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NOTEWORTHY

Spring Health Acquires Alma

Spring Health’s acquisition of Alma signals continued consolidation in the mental health space, combining employer-sponsored mental health services with a clinician network and practice support platform.

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Why it matters: Platform consolidation is accelerating. Larger players are integrating care delivery, clinician networks, and distribution, raising the bar for independent practices competing on visibility and access

BUSINESS AND PRIVATE PRACTICE

Healthcare Brands Move Into the Super Bowl

Major healthcare and pharma brands are investing in Super Bowl advertising, signaling a push to normalize healthcare products and services through mass-market consumer branding.

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Why it matters: Healthcare is being marketed like consumer goods. As large brands shape public expectations around care, access, and outcomes, private practices may face increasing pressure to differentiate what personalized, relationship-based care actually offers.

INDUSTRY NEWS

DSM Updates Influence Mental Health Care

The American Psychiatric Association is revisiting and defending elements of the DSM-5 amid ongoing debate about diagnostic criteria, clinical boundaries, and how mental health conditions are defined.

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Why it matters: Diagnostic frameworks influence reimbursement, scope of practice, and clinical authority. Even incremental changes can affect how therapists document care and justify treatment.