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Marketing for Mental Health: 5 Tips for Growing Your Therapy Practice

June 14, 2024
7 min

According to recent statistics, 55.8 million adult Americans receive mental health treatment in the US, and this number is steadily growing. The demand for mental health services is higher than ever, creating a unique opportunity for therapists to grow their practices. However, effectively reaching potential clients requires a thoughtful and strategic approach to marketing. 

In this article, we will explore the intricacies of marketing for the mental health professional and provide actionable tips to help you increase your patient base and expand your therapy practice.

Why Marketing Strategy Matters for Mental Health Services

Effective mental health marketing strategies impact considerable the overall success of therapy practices for several reasons:

  • Increased Visibility: With the growing number of individuals seeking mental health treatment, a strong marketing strategy ensures your practice stands out and is easily found by those in need.
  • Building Trust: Effective marketing for mental health services helps establish your credibility and build trust with potential clients, who often rely on a sense of safety and professionalism when choosing a therapist.
  • Educating the Public: Marketing allows you to raise awareness about mental health issues and the services you offer, helping to reduce stigma and encourage more people to seek help.
  • Client Engagement: A strategic approach to mental health marketing keeps existing clients engaged and informed, fostering a sense of community and continuous support.
  • Reaching Target Audiences: Tailored marketing efforts ensure you connect with specific demographics and communities that can benefit most from your services.

Sustained Growth: Professional mental health marketing ideas are essential for the long-term growth and sustainability of your practice, allowing you to reach new heights in serving the mental health needs of your community.

Want to grow your therapy practice?
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5 Tips on How to Market Mental Health Services

Marketing mental health services requires a thoughtful approach that combines various digital strategies. Here are some effective tips to enhance your practice’s visibility and attract more clients:

1. Gain Organic Traffic and Leads with Healthcare SEO

Can you imagine that from April 2022 to February 2023, Americans searched for "mental health" keywords over 200.75 thousand times on average each month? This impressive number makes the United States the leading country in the world for such searches. That’s why it’s hard to overestimate the importance of healthcare SEO for mental health practices. 

  • Firstly, we recommend orient on professional keyword research and use relevant keywords on your website. For example, potential patients who are looking for "therapist near me," "anxiety counseling," or "mental health services" will manage to get to your website organically. 
  • Ensure your website content, meta tags, and images are optimized for SEO. This includes using proper heading tags, meta descriptions, and alt text for images.
  • Even though online mental health practices are becoming more and more popular, it’s also essential to strengthen your offline presence with local healthcare SEO. Use local keywords, register your practice on Google Business Profile and other local directories to enhance local search visibility.

mental health marketing

2. Get Fast Appointments Boost with Healthcare PPC Advertising

Use Google Ads or social media advertising to target specific demographic groups of patients or geographic locations. It’s also critical to focus on keywords that potential clients are likely to search for. We also recommend adapting your therapy ads to reach particular age groups, genders, mental health problems, or localities that are more likely to seek mental health services.

Healthcare Search Ads vs. Social Ads
Effectiveness of Healthcare Search Ads vs. Social Ads

Create an eye-catching and informative ad copy that speaks directly to the needs and pains of your potential clients. It’s also important to highlight the benefits of your services, use reassuring and empathetic language, and include a clear call to action. 

Another essential aspect of a successful PPC campaign for therapists is a properly arranged landing page. Ensure your landing pages are relevant, user-friendly, and designed to convert visitors into paying customers. 

3. E-E-A-T Factors: Core Principles for Healthcare Marketing

The healthcare industry falls under Google's YMYL algorithm, which analyses pages for their impact on users' health and well-being.

YMYL (Your Money or Your Life) is the category that encompasses websites that contain information crucial to users' health, safety, and financial well-being.

When Googlebot and its assessors evaluate these pages, they consider not only content relevance. They also pay attention to accuracy and trustworthiness of the provided information. That is why following E-E-A-T requirements is therapists websites. Here’re some tips for you to consider:

  • Provide clear and accurate information about services offered, treatment approaches, and privacy policies.
  • Demonstrate your expertise, clearly show the qualifications and certifications of therapists and staff members.
  • Publish only well-researched articles, blog posts, and resources that demonstrate deep knowledge, professionalism, and understanding of mental health issues.
  • To enhance the quality of content on healthcare websites and its reliability, ensure that blog posts are crafted collaboratively, involving both copywriters and professional therapists. Create informative author’s pages for them. 
  • Display testimonials and success stories from your patients to demonstrate your experience in the industry. It will help to build trust and credibility with your potential patients.

"Trust is one of the major criteria in the health care SEO. Unlike e-commerce, where evaluators may neglect E-E-A-T factors, content in therapy must be created by specialized experts. For example, content on mental health websites has to be written only by professional therapists".

Dmitry Kotilevsky, Team Lead at SEO Department

4. Develop Loyalty with Effective Email Marketing

Healthcare retention tactics are definitely on the list of effective mental health marketing strategies. 

First of all, we recommend offering a newsletter signup on your website and through social media. A good mental health marketing idea is to provide different incentives for your website visitor, such as free resources or wellness tips. In such a way, you’ll encourage more sign-ups.

Another step is sending regular newsletters with relevant content, updates, and offers tailored to the interests, needs, and paid of your subscribers. To reach better open rate and click-through-rate segment your audience.

A good mental health retention strategy is sending follow-up emails, which is likely to increase the conversion rate by 74%

5. Utilize Social Media Marketing

One in 10 U.S. women search mental health advice from influencers on social media, which makes SMM an effective digital marketing channel. Promodo SMM experts recommend focusing on platforms where your target audience is most active, such as Facebook, Instagram, or LinkedIn. 

mental health statistics

People are not looking only for entertainment in social media, it’s essential to make your content interesting, engaging, and valuable for your target audience. Make your posts regular, engage with followers through comments and messages. Don’t neglect live sessions or Q&A formats to interact directly with your audience.

Creative Mental Health Marketing Ideas

1. Take Maximum of Content Marketing 

Blog articles: Create a blog with posts addressing common mental health issues, tips for wellness, and information on therapy options. Remember that people often hesitate to talk about their mental health problems, so use a friendly, approachable tone to engage readers.

Video Content: Record videos discussing mental health topics, client testimonials, and educational content. You may share such videos on different platforms such as YouTube and social media, as well as your website.

Infographics and E-books: Design visually appealing infographics and e-books that provide valuable insights, unique methodologies, and beneficial tips on mental health. You may share them with potential clients via social media and through email newsletters.

2. Leverage Online Directories and Listings

Professional Directories: As healthcare listings are an effective source of leads, ensure your mental health practice is listed on reputable online directories. Besides, regular healthcare listings, consider the following therapy niche directions. 

Local Listings: Update and optimize your profiles on local directories and review sites like Yelp, Healthgrades, and Zocdoc to improve local visibility.

3. Network with Colleagues

Collaborate with Physicians and Clinics: A great mental health marketing idea is building mutually beneficial cooperation with primary care physicians, hospitals, and wellness centers to receive referrals.

Join Professional Associations: Another effective mental health marketing strategy is engaging with organizations like the American Psychological Association (APA) or the National Association of Social Workers (NASW). It allows expanding your network and gain credibility.

Run Marketing for Mental Health Services with Promodo

Promodo is a healthcare marketing agency with over 20-year of experience. It specializes in developing and launching powerful online strategies that will help your mental health practice stand out. 

Our skilled team uses well-working methods to improve your visibility, engagement, and conversions. We understand the unique needs of the mental health business niche and are ready to help you attract more clients effectively with efficient marketing expenditures.  

Let's promote your mental healthcare practice together!
Contact Promodo experts today for a free consultation.

Written by
Olesia Holovko

Team Lead of Content for

Content marketing manager at Promodo with 7+ years of writing.

When creating valuable business content, I always seek fresh data, interesting facts, the expertise of professionals, and meaningful insights to bring relevant ideas to the audience. I believe that good content can enrich the experience of marketers, empower business owners to make data-driven decisions, and enhance companies in growth.

June 14, 2024
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