NOTES FROM THE EDITOR

This week I did a quick retrospective of my last 10 years in the mental health space.

I revisited past client work, notes, and outcomes. Having worked with dozens of practices over the years, it was interesting to see what has changed, and what hasn’t.

Here is what stood out:

• Mental health has shifted from a niche topic to the forefront of healthcare conversations.
• The provider market has exploded and the competition has become more complex due to big tech and AI.
• Brand and positioning still remain the foundation of a sustainable marketing system.
• Insurance vs Private Pay is a matter of a fundamentally different business models and require a different approach in client acquisition.
• Providers who clearly understand and communicate their value are better positioned to sustain a private-pay practice.

A lot has changed in the last decade. But the core hasn’t.

Practices that are clearly positioned, well understood, and consistently visible continue to attract better-fit clients despite the market's evolution.

Those that aren’t, feel increasing pressure from competition, pricing, and platform changes.

If you’re trying to make sense of how your practice fits into today’s landscape, that’s a question worth thinking through carefully.

I discuss this at length with my friend Gordon Brewer in the recent episode of the Practice of Therapy podcast. You can watch it here:

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See you next week,

Avivit

And now to the news!

NOTEWORTHY

Leaders Push for Integrated, Scalable Care

Source: Becker's Behavioral Health​

Behavioral health executives are challenging current models and calling for more integrated, scalable approaches to meet demand and workforce constraints.

Why it matters: Industry direction shapes referrals and expectations. Larger systems are optimizing for scale, not individual practices.

BUSINESS AND PRIVATE PRACTICE

Therapy Marketing Glossary

Source: REdD Strategy​

A breakdown of key concepts shaping how private-pay practices think about visibility, positioning, and growth.

Why it matters: Clear language leads to clearer decisions. Understanding these terms helps practices build more intentional strategies.

INDUSTRY NEWS

In-Person Care Still Dominates

Source: APA​

Recent APA coverage reports that in-person treatment remains the primary mode of mental health care, despite the rise of telehealth.

Why it matters: Hybrid and office-based care remain relevant. Fully virtual models aren’t replacing in-person work as quickly as expected.