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:

1. 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.
2. 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.
3. 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, Alma, Beyond Private Practice: Recession Proofing Intensive, All Things Private Practice — 2025 & 2026 Retreats, & Resilient Mind Counseling!

✨ The Receptionist for iPad

Thanks to The Receptionist for iPad for sponsoring this episode.

The Receptionist offers an iPad list check-in option where clients can scan a QR code to check in, which negates the need for you to buy an iPad and stand. Go to thereceptionist.com/privatepractice and sign up for a free 14-day trial. When you do, you'll get your first month free. And don't forget to ask about our iPad list check-in option.

✨ Alma

Thanks to Alma for sponsoring this episode.

Building and managing the practice you want can be challenging. That’s why Alma offers tools and resources to help you build not just any practice, but your private practice. They’ll help you navigate insurance, access referrals who are the right fit for you, and efficiently manage administrative tasks — so you can spend less time on the details and more time delivering great care. You support your clients. Alma supports you. Visit helloalma.com/ATPP to learn more.

✨ Beyond Private Practice: Recession Proofing Intensive

It's Patrick from All Things Private Practice. I know a lot of you are feeling uncertain right now about your caseloads, the economy, or what the next year's going to look like for your practice. I get it. Things are weird out there right now. That is exactly why I created the "Beyond Private Practice: Recession Proofing Intensive," a 5-hour, live, neurodivergent-affirming, online event happening on Friday, December 12th, from 11:00 AM to 4:00 PM EST. We will talk about real, tangible ways to diversify your income through podcasting, retreats, writing that book of yours, and speaking engagements; they're all symbiotic and feed into each other. I'm gonna show you exactly how to leverage and maximize so you can build stability and freedom no matter what's happening around you. The cost for the intensive is only $299, valued at over $2,500, because I want this to be accessible. Just to let you in on some behind-the-scenes, my wife works for the federal government and hasn't been paid for weeks due to the shutdown. So yeah, things are tight, but I also know how powerful this work is, and I want to make sure to give back to the therapist community that has supported me through everything I've created the last four years. You'll walk away with strategies, templates, confidence, clarity, and 4 NBCC CEs. Go to allthingspractice.com/beyond-recession-intensive to grab your spot. Doubt yourself and do it anyway.

✨ All Things Private Practice — 2025 & 2026 Retreats

All Things Private Practice has some amazing retreat experiences coming up in 2025 and 2026.

We have two retreats in Queenstown, New Zealand. The first is for Neurodivergent Entrepreneurs from March 1st to 8th, and the second retreat, Beyond Private Practice, focuses on moving beyond one-on-one therapy and creating alternative income streams from March 15th to 22nd.

Spaces are limited, so check the links to sign up today. Doubt yourself, do it anyway!

• Neurodivergent Entrepreneurs in Queenstown, New Zealand: allthingspractice.com/new-zealand-neurodivergent
• Beyond Private Practice in Queenstown, New Zealand: allthingspractice.com/new-zealand-income-streams

✨ Resilient Mind Counseling

My name is Patrick Casale, and I’m the founder of Resilient Mind Counseling, a neurodive