Marketing Challenges for Group Therapy Practices (and How to Overcome Them)

Running a group therapy practice is complex - marketing it shouldn’t be.

Learn how to build a strong brand and attract the right clients.

Running a group therapy practice comes with unique marketing challenges. Unlike solo practitioners, group practices must balance multiple therapists, diverse specialties, and a larger client base, all while maintaining a cohesive brand. Without a clear marketing strategy, many group practice owners struggle to stand out in a competitive market and attract a steady flow of clients.

If you’re a group practice owner searching for effective ways to market your therapy business, this guide will help you navigate common pain points and provide actionable solutions to attract and retain more clients.

1. Creating a Unified Brand While Showcasing Individual Therapists

With multiple clinicians under one roof, branding can feel disjointed. Each therapist may have their own specialties and styles, making it difficult to create a unified brand that speaks to all potential clients.

This challenge isn’t unique to therapy practices—I’ve worked in industries where I had to balance multiple brands under one umbrella while ensuring consistency in messaging, tone, and design. The key is to maintain a strong core brand identity while allowing room for individual differentiation.

Solution:

• Develop a clear brand identity with consistent messaging, colors, and design across all platforms.

• Create therapist bios that align with your practice’s overall mission while allowing each provider’s personality to shine.

• Standardize visual branding elements on your website, social media, and marketing materials.

2. Attracting the Right Clients for Each Therapist

A diverse team means different specializations, so how do you market multiple therapy services without overwhelming potential clients?

Just as I’ve worked with multi-brand marketing strategies to ensure the right audience was matched with the right product while maintaining brand cohesion, therapy practices can take a similar approach by structuring their marketing around client needs rather than individual clinicians.

Solution:

• Organize your website by services, client concerns, or specialties rather than individual therapists.

• Implement SEO-driven content marketing (such as blog posts and FAQs) to target clients searching for specific therapy services.

• Use Google Business Profile to highlight services, locations, and key information for better search visibility.

3. Managing Online Presence Across Multiple Platforms

A group practice needs to maintain an active presence on Google, social media, directories, and review platforms, which can be time-consuming.

Managing multiple marketing channels at scale is something I’ve done across various industries, ensuring brand consistency across websites, social media, email, and paid advertising. The key is efficiency and having the right systems in place to maintain visibility without burning out.

Solution:

• Automate posting with a content calendar and scheduling tools.

• Optimize Google Business Profile for search visibility, making sure therapists are listed correctly.

• Use email marketing to keep potential clients engaged and informed about services.

4. Scaling Marketing Without Overwhelming Your Team

Many group practice owners feel stuck between doing it all themselves and outsourcing marketing without knowing what’s worth the investment.

When I’ve built marketing teams from the ground up, I’ve had to be strategic about what to handle in-house and what to delegate to ensure efficiency and impact.

Solution:

• Identify which tasks can be automated (e.g., email marketing, social media scheduling) and which require a personal touch.

• Consider outsourcing specific marketing efforts (like SEO, content writing, or paid ads) to professionals who specialize in therapy practices.

• Invest in a monthly marketing strategy session to get expert guidance while keeping costs manageable.

5. Turning Website Visitors Into Clients

A well-designed website isn’t enough, potential clients need to trust your practice before they reach out. Many therapy websites lack clear calls to action or a streamlined client journey.

In my experience redesigning and optimizing websites for conversions, I’ve learned that even small changes, like refining call-to-action buttons or simplifying the navigation, can help to improve engagement and inquiries.

Solution:

• Make scheduling easy with an online booking system or a simple contact form.

• Highlight client testimonials (if ethically and legally allowed) and success stories to build credibility.

• Use a HIPAA-compliant email marketing strategy to nurture potential clients.