NOTES FROM THE EDITOR

This week I was contacted by a well-meaning life partner of a practice owner who's opening an office in a new location.

The practice owner wasn't part of the conversation, but the partner introduced himself as the person who's in charge of the business aspect of this launch. It's not uncommon. Sometimes, providers who view themselves as not "business oriented" delegate business decisions to someone they trust.

But the way private practices grow is quite different from how many other businesses launch. This week’s caller approached the launch as if it were a typical brick-and-mortar opening, wanting a big announcement and the kind of media splash PR agencies often orchestrate.

And while PR can absolutely play a role in a marketing strategy, it’s rarely the right first move when launching a local private practice. Let me explain why.

If you live in the Northeast (where I’m based), a typical engagement with a PR specialist for a “grand opening” project can cost anywhere between $5,000 and $10,000.

If you're opening a restaurant that generates the same amount in revenue every night, that can be a worthwhile investment.

But for a new private practice that needs to establish its reputation, build referral relationships, and gradually fill a caseload of 20–25 weekly clients, the math rarely makes sense.

Spending your budget on a one-day announcement is unlikely to fill your caseload. Investing it in the slower work that builds trust and referral flow is far more likely to.

Clients who are looking for a mental health provider usually go through a much longer search process than a grand-opening timeline allows.

They rely on referrals, reputation, and online searches to choose a therapist.

Private practices don’t grow through launch moments. They grow through trust, visibility, and referral flow.

Launching a practice does require preparation. But it requires a different type of preparation than a one-day event, a press release, or an interview.

Private practices grow through consistent visibility, referral relationships, and a clear reputation over time.

If you're thinking about the best way to grow your practice, whether you're launching, expanding, or simply trying to attract better-fit clients, that’s a strategic question worth thinking through carefully.

In a Strategic Direction Call, we look at your positioning, referral flow, and visibility strategy so you can focus on what actually moves the practice forward.

​Book a Strategic Direction Call​

See you next week,

Avivit

And now to the news!

NOTEWORTHY

Trends Shaping Therapy in 2026

SimplePractice outlines several forces influencing therapy practices this year, including AI tools, changing client expectations, and new care delivery models.

​Read More​

Why it matters: Technology and client behavior are evolving quickly. Practices that adapt thoughtfully will have the advantage.

BUSINESS AND PRIVATE PRACTICE

AI Search Is Changing How Clients Find Therapists

Search behavior is shifting as people increasingly ask AI systems for recommendations instead of relying solely on traditional search results or directories.

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Why it matters: Visibility is no longer just about ranking on Google. Practices that structure their content for AI discovery may reach clients earlier in the decision process.

INDUSTRY NEWS

Behavioral Health Shifts From Growth to Proof

Industry leaders predict that behavioral health is moving away from “growth at all costs” toward models that prioritize measurable outcomes, specialization, and accountable care.

​Read More​

Why it matters: As the field matures, generalist positioning becomes harder to sustain. Clear specialization and demonstrated value will increasingly drive referrals and contracts.