10 Things to Know Before Opening a Private Practice
- Shawn Pullen
- Nov 22, 2024
- 6 min read
Starting you own private practice is an exciting and, at the same time, challenging journey. As a new or aspiring private practice owner, there are several key things you need to know so you can be set up for success. Here at the top 10 things to keep in mind:
1. Choose Your Target Audience
These are the very few important questions you will need to ask yourself: "Who do I want to serve, and how can I help them best?"
Although this may sound counterintuitive, trying to sell your services to all types of people will compromise both your growth effort and your reputation as an expert.
Suppose you're a dermatologist. You could say, "I treat all skin conditions," which may get you a wide audience. Now imagine taking up the challenge of helping patients with chronic eczema. Instead of being among scores of dermatologists, you're now the go-to expert for people who have tried everything and need relief. Your messaging would show specialized solutions like treatments for sensitive skin and eczema management plans.
It is the very same principle with mental health professionals. A therapist might market their services as a generalist or perhaps as a specialist in trauma recovery for veterans. That choice not only defines the type of clients you attract, but also helps you create marketing that truly speaks to their pain points and goals.
Ethical Tip:
Specializing does not mean turning people away un-cared for. You can refer a person to a trusted provider that better suits their needs should he or she come to you outside your focus. That way, everyone gets the care they deserve, while you remain within the scope of your expertise.
Have a Business Plan
A successful practice isn't built on good intentions alone-it requires a plan. Your business plan doesn't have to be overly complicated, but it does need to cover the essentials:
• What kind of services you’ll offer.
• Who your ideal clients are.
• How you’ll bring those clients to your door.
Take this example:
Let’s say you’re a psychiatrist with a passion for working with patients who struggle with anxiety disorders. Your plan might include offering evidence-based treatments like CBT, medication management, and group therapy. You could focus on writing articles highlighting different aspects of your work and showing your qualifications. You could also run ads focused on letting people know about your services. Not looking for opportunities, but creating them.
Budgeting
Money is one of the biggest stressors for new practice owners, and it’s easy to underestimate the costs involved. Beyond rent and furniture, you’ll need to account for things like licensing fees, marketing, insurance, and electronic health record (EHR) software.
For example, a therapist opening their own office might think the biggest expense is the rent. But what about liability insurance, website hosting, or setting up a secure telehealth platform? Having a detailed budget—not just for startup costs but for ongoing expenses—gives you peace of mind. If finances aren’t your strength, working with a professional or using budgeting tools can be a game-changer.
This doesn't mean to cheap out on important aspect of your company though. Less than half of all business last more than 6 years including private practices. Make sure you know where your money is going and put your money towards what brings money in. Things like your website have never been more important. I've seen business fail because they went cheap on things like their website and couldn't get anyone in the door.
Choosing a Location
The right location can set your practice up for success. Consider this: Would you want to see a therapist whose office is on the fifth floor of an unmarked building, or someone with a bright and inviting office in a good location? Accessibility, visibility, and comfort matter.
One psychiatrist I worked with wanted to specialize in working with professionals experiencing burnout. They chose an office near a business district, making it easy for their ideal clients to stop by during lunch or after work. That choice aligned perfectly with their niche.
Build an Online Presence Early
In today’s world, your website is often the first “hello” your clients receive. A professional, easy-to-navigate site reassures potential clients that you’re credible and ready to help. Think of it as your digital storefront—if it’s messy or outdated, it’s hard to trust what’s inside.
It also serves as your first filter for potential clients. To effectively reach your niche, you need to make it clear who you’re best equipped to help.
Let’s say you’re a trauma therapist. Your website should immediately speak to your niche, starting with a clear and specific headline, such as:
“Specialized Trauma Therapy for Healing and Recovery”
Underneath, a subheadline could expand on your expertise:
“Helping individuals overcome PTSD, childhood trauma, and life-altering experiences in a safe and supportive environment.”
Your website’s content should further reinforce your niche. For instance:
• A dedicated “Services” page that outlines trauma-focused modalities like EMDR or somatic therapy.
• Blog posts on trauma-related topics, such as “How to Recognize Trauma Triggers” or “The Benefits of EMDR Therapy for PTSD.”
Even design choices can reflect your niche. For trauma therapy, your website might incorporate soft, calming colors like blues or greens, with imagery that evokes safety and peace, such as serene landscapes or cozy interiors. This combination of visual and textual elements immediately communicates to visitors: “This therapist understands trauma and can help me.
Know the Legal and Regulatory Restrictions
Opening a private practice comes with legal responsibilities. This isn’t the fun part, but it’s necessary. You’ll need to ensure your practice is compliant with HIPAA, has the correct licenses, and meets state-specific regulations.
One psychiatrist with whom I worked recounted that it seemed somewhat intimidating at first, but with the assistance of an attorney was able to develop systems for insurance credentialing and HIPAA compliance. It is absolutely worth the investment in professional services at this stage-it prevents gray hairs and more importantly, fines- later on.
Building a Strong Brand
Your brand is how people perceive your practice. It’s more than just a logo—it’s the feeling people get when they interact with your website, call your office, or see your ad.
For instance, let’s say you’re a urologist specializing in men’s health. Your brand could emphasize strength, vitality, and trust. Maybe your logo incorporates clean lines and bold colors, and your messaging reassures men they’re taking a positive step toward better health. A strong brand builds trust before clients even walk through your door.
Branding matters so much for private practices because you’re dealing with something as personal and important as someone’s health. When a new client gets referred to you, the first thing they’ll likely do is check out your website.
If what they see doesn’t match the glowing recommendation they heard, it can create doubt. Your website should instantly reflect the trust, care, and professionalism that person described—it’s your chance to make that great first impression stick.
Develop a Marketing Strategy
Even the best clinicians can’t succeed without clients walking through the door. A marketing strategy helps make that happen. And no, marketing isn’t “sleazy” or unprofessional—it’s how you connect with the people who need your help.
Marketing is a powerful way to reach and help people, even those you might not be able to serve directly. Through sharing value, whether it's through ads, posts, or blogs, you're at least giving them an idea of what you do and how you can help. It is not just about advertising your services, but about making it easier for that person to take that first step-however unsure or hesitant they may have been before now. In fact, your efforts could be the push this person needs to get started.
Plan for Staffing
Even if you’re starting solo, think ahead about your staffing needs. Will you eventually need a receptionist? A billing specialist? A marketing assistant? Thinking about this early ensures you’re ready to scale when the time comes.
For example, a dermatologist I worked with started solo but realized within a year they needed help managing appointments and patient records. By planning ahead, they were able to onboard an assistant seamlessly, keeping their focus on patients.
Be Ready for Challenges
Starting up your own practice can be exciting, but there are definitely some bumps along the way. You may experience slower client growth initially, unexpected expenses, or even moments of self-doubt. That is normal. What is more important is you have a plan and support to help you keep going.
One of my clients opened her practice during the pandemic. She had to overcome such challenges as pivoting to telehealth and insurance reimbursements that were very slow to come in. But by leaning on a strong network of advisors and staying flexible, she not only survived-she thrived.
Ready to Build Your Dream Practice?
At Pullen Marketing, we specialize in empowering private practice owners like you to launch with confidence. From crafting a brand that truly connects with your ideal clients to designing a high-performing website that turns visitors into bookings, we’re here to support you every step of the way.
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