Yes, You Can Market Your Private Practice Without Social Media

Whenever the topic of marketing is brought up with my gang of clinician entrepreneur friends, it always starts the same way – with social media.

Trends
Carousels
Algorithms

And then a collective *sigh* that we live in a day-and-age where we have to show up online.

Here’s the thing – social media is not the best marketing tool for private practices.

Honestly? It’s not even in my top 5.

Here’s why – 

Your caseload is (intentionally) limited.

Private practices don’t need to go viral. You are not selling to the masses. You are working with a specific number of clients each week who are a good fit for your expertise, your style, and your availability. Which means you don’t need to show up for hundreds or thousands of followers. You need to show up for your 20ish clients each week.

Social media is a massive time suck.

Creating graphics. Writing captions. Keeping up with trending audios. Wondering why your post only got three views. Wash, rinse, and repeat. For most clinicians, social media becomes a part time job on top of client care, billing, and ya know, running a private practice.

If you don’t like it, don’t do it.

This one is super simple. If showing up on social media feels like pulling teeth, you don’t have to do it. You’re allowed to build a thriving private practice without ever posting a Reel or learning what a carousel is.

So, where should you focus your time and energy when it comes to marketing if social media ain’t it?

Here’s what I’d recommend:

Your Website

This is your home base, where potential clients get to learn about you and what you’ve got to offer as a clinician. It’s working 24/7, even while you’re sleeping or out grabbing your morning coffee. It doesn’t have to be fancy, but it does need to be strategic. It should answer the biggest questions your potential clients are asking and guide them to taking the next step to working with you.

PS: need help with this? That’s my thing. Showit templates are a great place to start if you’re not ready for a full custom design. Hours designing your website > hours designing an IG post. Promise.

Your Network

Okay please don’t roll your eyes at me. I know you’re not “a networking person” but hear me out. I’m not talking about awkward small talk at conferences. I’m talking about real relationships with other humans doing good work. This could look like connecting with local therapists, dietitians, or physicians who you can collaborate with, grabbing a coffee with another weight inclusive clinician, or sending out a friendly email introducing yourself to someone new.

Referrals matter, and when you show up genuinely, consistently, and with a collaborative mindset, you’ll build the kind of reputation that social media algorithms can’t touch.

Once you’ve got those squared away and a plan in place, here’s things that would still rank higher on my list than creating social media content:

1. Creating a resource or freebie to build trust
2. Starting a newsletter with helpful, specific tips
3. Pitching yourself to podcasts
4. Connecting with new clinicians on LinkedIn

If you’ve made it to the bottom and you still want to say, “But Morgan…” when it comes to social media (hi, FOMO!), then I do actually have something for you. The Instagram Business Card, aka a guide on creating 15 posts on Instagram justtttt in case someone tries to find your online presence. It’s basically a mini clone of your website.

TL;DR – Your marketing doesn’t have to be loud with trending audio behind it. Your marketing needs to be aligned. Start with a marketing plan that feels clear, sustainable and supportive – not the marketing plan you think you should have.