NOTES FROM THE EDITOR

We all have different financial priorities.

Look around your own social circle and notice how people spend their money.

I see women invest thousands of dollars in cosmetic and beauty procedures. And while it's not something that I prioritize, I understand that it's important to them.

Not surprisingly, the medical spa industry is growing, despite being perceived as a luxury.

I'm bringing this up because I've spoken to many providers who worry that people can't afford out-of-pocket therapy anymore.

The logic usually goes like this:
"If things feel tight for me, they must be tight for everyone."

But the market is showing us that it's not the case. People who value quality care, be it physical or mental, will invest in it if they see it as timely, important, and relevant to their situation.

The private-pay model was never meant to solve the problem of affordability or mass access. It has a different role.

Private-pay practices exist to offer specialized care to the people actively looking for it.

And the path to this particular audience is built through a clear brand message that explains:

• who you help
• how you help them
• and why your practice is the right choice

If you're not clear about these things, your practice will end up competing on the only things left: price and access. And that’s a difficult place for a private-pay model to survive.

If your practice often hears “Do you take insurance?” before anything else, or if consultations turn into price comparisons, that’s usually a sign that positioning isn’t doing enough work yet.

In a Strategic Direction Call, we review your positioning and referral flow and determine what’s actually worth focusing on next.

But believing the myth that clients simply “can’t afford therapy” won’t help you build an independent and sustainable practice.

​Book a Strategic Direction Call​

See you next week,

Avivit

And now to the news!

NOTEWORTHY

Therapists Are Leaving Insurance

More clinicians are dropping insurance panels as private-pay sessions average about $159 compared to roughly $111 from insurance, with far less administrative burden. The article also notes ways practices maintain affordability through sliding scales, groups, and out-of-network education.

​Read More​

Why it matters: For many practices, the decision is becoming operational, not ideological.

BUSINESS AND PRIVATE PRACTICE

Behavioral Health Spending Is Rising

Employer healthcare data shows behavioral health claims rose about 17% in 2025 and are now appearing among the top cost categories for some companies.

​Read More​

Why it matters: Organizations are treating mental health as a meaningful expense, not just a benefit.

INDUSTRY NEWS

Mental Health Market Keeps Growing

A new market report highlights sustained demand for mental health services, rapid growth in digital care, and ongoing clinician shortages.

​Read More​

Why it matters: Demand continues to outpace supply, creating room for specialized practices that offer faster access and clear positioning.

You might notice a common thread across these stories: demand for mental health care is growing, but how practices position themselves within that demand is becoming more decisive.