I've written about this before.

Directory referrals have become less reliable, SEO is fluctuating, the AI impact on business and people is still unclear. And as referrals plateau, or worse, dwindle, panic is setting in.

We find ourselves drowning in information, data, and opinions without a clear direction. So in this world of uncertainty, all we crave is a bit of stability and predictability.

That's why insurance panels, additional revenue streams, or even change of careers feel more predictable. And that's not wrong if it's truly the direction you want to take.

But if it's a reaction to the temporary instability, rushing in another direction may be premature. Instead, I'd encourage you to think about your own place in this new landscape. Could there still be a place where your judgment, humanity, and expertise become the reason people choose you?

This same shift forced me to rethink my own role in the market too. For years I've been doing the work of a marketing coach, teaching therapists how to attract clients. But through introspection I realized that my strength lies in business growth and strategic work.

What sets me apart from marketing agencies and other consultants is my ability to see the big picture and think in systems. Suddenly, with the rise of AI, this skill has become more valuable than ever. The "how to" tactics are easily accessible now. You can figure them out in a simple interaction with ChatGPT.

What's becoming increasingly valuable, however, is understanding "what conditions must exist for a practice to be chosen". Defining and creating these conditions is my sweet spot.

For my clients, the differentiator is the ability to connect with people in their niche, who have already decided to seek therapy, are looking for the best fit, and are willing to pay for premium care. If you have this ability, the change we're all undergoing feels less threatening. Because human connection and relationships are still the biggest business asset.

See you next week,

Avivit

And now to the news!

NOTEWORTHY

Mental Health Trends Shaping 2026

Source: CBS19​

A new overview highlights several forces shaping mental health care this year, including access gaps, technology adoption, and changing care expectations.

Why it matters: Client expectations and care models continue to shift. Practices that adapt thoughtfully will be better positioned long term.

BUSINESS AND PRIVATE PRACTICE

What’s Still Working on Psychology Today

Source: REdD Strategy​

After seeing many therapists report declining referrals from Psychology Today, this article explores what may actually be changing and how therapists can still use the platform effectively.

Why it matters: Psychology Today still influences client decisions, but simply having a profile is no longer enough.

INDUSTRY NEWS

TherapyHive Featured for Its Office Rental Model

Source: Yahoo!finance​

TherapyHive was featured for its approach to flexible office rentals designed specifically for therapists, reflecting continued experimentation with lower-overhead practice models.

Why it matters: Flexible office models may make private practice more financially accessible, especially for therapists testing hybrid or part-time arrangements.