Miranda Smith

Back when I was studying marketing at university, the focus was mostly on industries like FMCG – fast-moving consumer goods. Think shampoo, tea, soft drinks, toothpaste. These are products that people buy regularly, use daily, and make quick decisions about. There's little emotional investment in choosing toothpaste, but it's a goldmine when it comes to data and research. The short sales cycles and high frequency of purchase mean market researchers can analyse huge amounts of data to build predictive models and refine marketing strategies.

I loved marketing from the start. It combined everything I enjoyed – strategy, creativity, psychology, and data. It lets you switch between right and left brain thinking, blending logic and imagination.

At the time – over 20 years ago – marketing still had a bit of a bad reputation. A reputation it still hasn't completely shaken—and in some cases, quite rightly so. There was a perception that it was all about manipulation or based more on gut feel than on evidence. But I was fortunate to study at a university that challenged that. They had a specialist centre which approached marketing as a science – one where decisions should be backed by data, not just instinct. That approach stuck with me.

The core principle was this: use marketing tactics and strategies that are evidence-based and proven to work. Ideally, from your industry, but if that data doesn't exist, draw from other industries, test and try things out, and then adjust based on your findings.

When I started working in private healthcare marketing, I noticed that although a lot of my skills transferred, there were some important differences. Healthcare decisions are not like toothpaste. They carry weight. There's more risk involved, and the consequences of choosing the wrong healthcare provider can be significant. That means connection, relationships and trust play a much bigger role in someone deciding whether to book with a healthcare provider – including a therapist. 

And unlike toothpaste, the goal isn't a lifetime of repeat purchases. The goal is healing. Ideally, people come to therapy, get the support they need, and walk away with tools to manage their mental health going forward.

Another important difference is that therapists genuinely care about who is buying their service in therapy marketing. Toothpaste companies don't really care if it's young adults or parents buying the product – as long as someone is. In therapy, it matters. You want to be working with the right people – the ones you're best equipped to help and who you genuinely enjoy working with.

Over the past 20 years in healthcare marketing – nearly half of that working directly with therapists – I've refined my skills and developed a framework grounded in real results and evidence-based principles. It's called the 5 Pillars of Therapy Practice Marketing.

When followed, this framework helps solo therapists fill their caseloads with clients they love working with, stay full, and build a practice that's both sustainable and fulfilling – whether they remain solo or eventually grow into a group practice.

Reframing limiting marketing beliefs

One of the unexpected challenges of running your own practice (or any business) is the emotional hurdles that arise. When you work for someone else, you have the security of an organisation behind you. But when it's your own practice, everything feels more personal. Suddenly, there's nowhere to hide. Thoughts like, “What if people don't like me? What if I mess it up?” can be overwhelming.

These feelings often come up around marketing tasks like reaching out to potential referrers, creating social media content, making videos, or writing for your website.

Perfectionism can be paralysing. The need to get everything "just right" can prevent you from even starting. These feelings and experiences are common – I hear them from therapists I work with all the time. But they don't have to hold you back. Below are some common limiting beliefs I hear from therapists and how to reframe them.

Limiting Belief: "Marketing feels self-indulgent and salesy".

Reframe: "Marketing is a way to reach and serve the people who need my help" or "The people who need my help deserve to find me easily".

→ Your prospective clients are looking for support. They can't benefit from your work if they don't know you exist. Marketing is simply a tool to help you get in front of your ideal clients.

Limiting Belief: "I don't want to pressure people into therapy."

Reframe: "I'm sharing valuable information and insights to help people make informed decisions."

→ Ethical marketing is about education and support. Like a free consultation or psychoeducation, your content can help people feel more informed and empowered to seek help.

Limiting Belief: "I have to get everything perfect before I start."

Reframe: "Showing up as my real self is more important than being perfect."

→ People connect with real, imperfect humans – not polished perfection. Your authenticity is what will resonate most.

Limiting Belief: "I don't feel confident marketing myself."

Reframe: "Practice makes comfortable. Confidence comes from taking action, not from waiting."

→ The only way to feel more comfortable and confident with marketing is through practice. The more you do it, the easier it becomes.

Putting yourself out into the world will never feel completely comfortable initially. But it does get easier with practice and repetition. I try to remind myself when I'm feeling blocked: "You'll always have to go through the initial hard bit, so you may as well go through it now." 

Commit to taking imperfect action, and a year from now, you'll look back and see how far you've come – not just in your practice but also in your own confidence and growth. Putting yourself out there takes courage, and that alone is an enormous achievement.

Biography

Miranda Smith Founder,
Marketing for Mental Health Practitioners
Find free marketing resources on my website.