Episode 219: Overcoming Caseload Slumps: Tips for Therapist Marketing [featuring Michael Fulwiler]
The therapy landscape has been changing as people navigate these challenging times: slower call volumes, increased conglomerates, and uncertainty in the air.
In this episode, Patrick Casale and Michael Fulwiler, marketing advisor, strategist, copywriter, creative director, and digital marketer for mental health professionals, discuss actionable strategies for therapists and private practice owners to sustain and grow their practice without burning out or falling into scarcity traps.
Here are 3 key takeaways:
- Go Back to Basics with Networking: Now more than ever, investing in genuine, reciprocal relationships with fellow clinicians and referral sources makes a big difference. Networking isn’t about being salesy—it’s about building trust and being clear on your niche so others know who to send your way.
- Resist Panic Marketing and Spending: When clients slow down, so does income anxiety. Avoid “panic spending” on quick-fix courses or expensive ads. Instead, be deliberate: review what’s really needed in your business and where your time (or hiring help) can have the most impact.
- Clarity on Your Niche Is Essential: If you want more referrals, get specific about who you serve. The clearer you are, the easier it is for others to keep you top of mind and send the right clients your way—even if it feels counterintuitive during slowdowns.
If you’re feeling the pressure, know you’re not alone—and with a strategic approach, your caseload can grow.
More about Michael:
Michael is a sought-after advisor, strategist, copywriter, creative director, and digital marketer with over a decade of professional marketing experience in mental health. He's the creator of Therapy Marketer, a popular newsletter for therapists, and founder of Fulwiler Media, a content marketing consultancy for mental health companies. Most recently, he was the Director of Brand at Heard, and before that was the Chief Marketing Officer of The Gottman Institute.
He offers marketing consulting calls for therapists as well as longer-term engagements. More info and rates here: michaelfulwiler.com/consulting
- LinkedIn: linkedin.com/in/michaelfulwiler
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Thanks to Our Sponsors: The Receptionist for iPad!
Thanks to The Receptionist for iPad for sponsoring this episode.
The Receptionist for iPad is a HIPAA-ready digital check-in system that eliminates the need to walk back and forth from your office to the waiting room to see if your next appointment has arrived. Clients or patients can check in for their appointments, and you'll be immediately notified by text, email, or your preferred channel. Break free from interruptions and make the most of your time, because it is valuable. Start a free 14-day trial of the Receptionist for iPad by going to thereceptionist.com/privatepractice. Make sure to start your trial with that link to get your first month free if you decide to sign up.
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Get a practical podcasting workbook for therapists considering starting a podcast, created by Patrick Casale, host of the podcasts All Things Private Practice and Divergent Conversations.
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Mentioned in this episode:
The Receptionist for iPad
The Receptionist for iPad is a HIPAA-ready digital check-in system that eliminates the need to walk back and forth from your office to the waiting room to see if your next appointment has arrived. Clients or patients can check in for their appointments, and you'll be immediately notified by text, email, or your preferred channel. Break free from interruptions and make the most of your time, because it is valuable. Start a free 14-day trial of the Receptionist for iPad by going to https://thereceptionist.com/privatepractice. Make sure to start your trial with that link to get your first month free if you decide to sign up.
