By Julia W.
File Under Marketing Question Growing Practice Established Practice
- What it is: Partnering with social media influencers to share accurate mental health information and promote your services.
- Why it works: Influencers build trust with their audiences, making mental health topics more relatable and encouraging people to seek help.
- How to start: Choose influencers who align with your values, have an engaged audience, and share authentic stories.
- Stay ethical: Protect client confidentiality, follow FTC guidelines, and avoid unrealistic claims.
- Best practices: Collaborate on webinars, social media content, or events. Use SMART goals to measure success.
This approach can help therapists reach new audiences while maintaining professional integrity.
Ethical Marketing For Therapists with Jenn Fredette
Finding the Right Influencers for Your Practice
Selecting the right influencer is about more than just exposure – it’s about protecting your reputation while connecting clients to the support they need. By partnering with influencers who share your values and resonate with your audience, you can create a meaningful connection that reinforces ethical, evidence-based care.
How to Choose the Right Influencers
Focus on authenticity over follower count. A micro-influencer with a smaller but engaged audience can often be more effective than a high-profile celebrity with millions of passive followers. Look for influencers who openly share their mental health journeys, including both triumphs and challenges, rather than presenting an unrealistic, flawless image.
Review their content and tone. Browse their recent posts to ensure they use respectful language and avoid stigmatizing mental health issues. The best influencers promote professional help and evidence-based solutions, steering clear of quick fixes or unverified advice.
Analyze engagement and audience demographics. It’s not just about how many people follow them – it’s about who those followers are. Use analytics tools to check if their audience aligns with your target clients in terms of age, interests, location, and other key factors.
Check their collaboration history. Look into their previous partnerships, especially with healthcare-related organizations, to see if they’ve maintained transparency and ethical standards. According to a Cone Communications survey, 87% of consumers are more likely to support a brand that aligns with causes they care about.
"When people trust someone’s endorsement of your brand, when they can sense the relationship is real, they believe it – and they’ll buy." – GRIN, Authentic Influencer Marketing
Finding Mental Health and Wellness Influencers
Leverage hashtags and online communities. Search hashtags like #MentalHealthAwareness, #SelfCare, and #Mindfulness to discover influencers who are actively engaging in mental health conversations. Dig beyond the top posts to find emerging voices who may be more approachable for collaborations.
Explore different types of mental health influencers. Influencers in this space range from licensed therapists sharing expert advice to advocates raising awareness, individuals recounting personal recovery stories, and wellness coaches promoting self-care. Each type reaches different audiences and serves unique purposes.
Prioritize diversity. Mental health impacts people from all walks of life, so aim to partner with influencers who represent a mix of ethnicities, ages, and experiences. This approach broadens your reach and demonstrates sensitivity to different communities.
Engage in forums and professional networks. Platforms like LinkedIn, Facebook, and Reddit host active mental health discussions. Influential voices often emerge in these spaces, even if their follower counts are modest. Look for contributors who consistently provide thoughtful, helpful insights.
Some brands have successfully tapped into this space. For instance, Headspace collaborated with advocates like Dr. Jessamy Hibberd during the COVID-19 pandemic, offering live meditation sessions and mental health talks. Similarly, Calm partnered with LeBron James to emphasize the importance of mental well-being in both sports and daily life.
Building Relationships with Influencers
Once you’ve identified the right influencers, focus on building genuine, value-driven relationships. Ethical partnerships are key – your chosen influencers should respect client confidentiality and promote accurate mental health information.
Make outreach personal. Avoid generic messages. Instead, reference specific content they’ve created that aligns with your mission, and explain how your collaboration could support causes they care about.
"Treat influencers as collaborators." – Mandy Menaker, Shapr
Engage with their content before pitching. Build an organic connection by following their posts, leaving thoughtful comments, and sharing their work. This groundwork helps establish trust and familiarity.
Offer more than financial compensation. Think about how you can support their goals. This could include providing free resources for their audience, offering professional insights, or co-creating educational content that enhances their credibility.
Leverage mutual connections. Use platforms like LinkedIn to identify shared contacts. A warm introduction from someone they know can be far more effective than a cold email.
Be upfront about goals and expectations. Clearly outline what you hope to achieve and what you expect from the partnership. Discuss content guidelines, posting schedules, and disclosure requirements early to avoid confusion.
Give them creative freedom. While it’s important to set parameters, trust influencers to craft content in their own voice. They know their audience best, and overly scripted posts can come across as insincere.
"Trust the influencer to know their audience." – Amanda Hinski, Frost Valley YMCA
Align on shared goals and metrics. Collaborations work best when both sides benefit. Set measurable objectives, such as raising awareness about specific mental health topics, reducing stigma, or connecting people to resources. This ensures a partnership that’s meaningful for both your practice and the influencer.
Building strong influencer relationships requires patience. Start with smaller collaborations and let the partnership grow naturally over time, rooted in mutual respect and shared values.
Setting Up Influencer Collaborations
Partnering with influencers can help grow your therapy practice while staying within ethical guidelines and maintaining professional integrity.
Types of Collaborations for Therapists
Social media takeovers are an excellent way to engage new audiences. For instance, clinical psychologist Dr. Shauna Shapiro collaborated with Goop, guiding their audience through a calming meditation session. This partnership blended her expertise with Goop‘s wellness focus, offering value to an already engaged community. Such collaborations let you showcase your therapeutic approach while connecting with a broader audience.
Educational partnerships are about creating content that educates and serves both your audience and the influencer’s. For example, Alyssa Petersel, founder of MyWellbeing, worked with ettitude to discuss how sleep impacts self-care. This collaboration not only shared valuable insights but also introduced her to a new audience – and even included a fun perk: a new set of sheets.
Virtual events and webinars provide opportunities to engage deeply with people seeking mental health information. Whether it’s co-hosting an Instagram Live, leading a Q&A, or joining a wellness summit, these formats allow you to share your expertise while leveraging the influencer’s platform.
Content creation partnerships focus on developing educational resources like infographics on stress management, self-care guides, or short videos. The trick is to ensure the content aligns with professional standards while staying true to the influencer’s style.
Community events connect online influence with real-world impact. Partnering with local influencers to host workshops, support groups, or mental health awareness events can help you strengthen your local presence while promoting community wellness.
Start by consistently posting valuable content on your own social channels to attract potential collaborators. Practice speaking on camera, as many partnerships involve video, and when you feel ready, reach out to influencers via direct messages to pitch your ideas.
Once you’ve decided on a collaboration format, it’s crucial to set clear goals to ensure the partnership is ethical and effective.
Setting Clear Goals and Expectations
Using the SMART framework – specific, measurable, achievable, relevant, and timely – can help you define clear objectives. For instance, instead of a vague goal like "increase awareness", aim for something more concrete, such as boosting consultation inquiries by a set percentage within a specific timeframe.
Take inspiration from campaigns like Vessi’s, where user-generated content led to over 1,000 posts under the #nomorewetsocks hashtag in just a year. Their success came from consistent, clear messaging.
Create a detailed campaign brief that outlines everything from objectives and target audience demographics to content guidelines and timelines. Be upfront about compensation – whether it’s monetary, free services, educational resources, or cross-promotion – and clearly state what you expect in return.
Set realistic timelines for content creation, review, and posting, and establish milestones to keep the campaign on track. Clear communication about deliverables and expectations will help avoid misunderstandings and ensure a smooth collaboration.
While setting goals drives success, safeguarding client confidentiality is a non-negotiable priority.
Maintaining Confidentiality and Compliance
When working with influencers, it’s essential to adapt established ethical guidelines to protect client privacy. Keep all content focused on general mental health education rather than specific therapeutic interventions or client experiences.
"In the field of mental health, respecting client autonomy and privacy is key… Obtaining informed consent is a foundational step, ensuring that individuals are fully aware of the services they are signing up for, the benefits, and any potential risks."
- Adrienne Wilkerson, Author at LinkedIn
Set clear boundaries about what topics are appropriate for public discussion. Collaborators should understand that the content is for general wellness purposes and encourage followers to seek professional care when needed. Always use person-first language to promote respect and reduce stigma.
Transparency is equally important. Disclose professional relationships and ensure that sponsored content complies with FTC guidelines. Review all content before it’s published to confirm it meets professional standards and avoids any unintended clinical advice.
"Transparency is a key part of ethical marketing in mental health, especially when it comes to the client-therapist relationship. Openness and honesty are not just good ideas, but are essential to building a strong and effective therapeutic alliance."
- Adrienne Wilkerson, Author at LinkedIn
Equip influencer partners with clear guidance on how to respond when followers seek direct therapeutic advice. They should direct individuals toward appropriate professional channels. Stay updated on social media platform policies and mental health advertising regulations to ensure compliance.
For therapists using flexible office spaces like those offered by Humanly, influencer collaborations can also highlight the professional and welcoming environment you provide. This approach reinforces your dedication to quality care while maintaining strict confidentiality boundaries.
Increasing Engagement Through Influencer Partnerships
After establishing ethical standards for selecting and collaborating with influencers, the next step to successful practice marketing is creating content that resonates. Influencer partnerships offer a way to produce educational content that not only informs but also builds trust and encourages engagement.
Creating Educational Content Together
Pair your clinical knowledge with an influencer’s ability to connect with their audience. Work together on projects like webinars, live Q&A sessions, short digital documentaries, myth-busting posts, or even online courses. These formats allow you to deliver accurate, evidence-based mental health information to a broader audience. This collaborative approach lays the groundwork for tailoring content to specific platforms.
Social Media Promotion Best Practices
Different platforms call for different strategies. For instance:
- Use interactive stories and polls on Instagram.
- Create fun, engaging challenges on TikTok, which boasts engagement rates of 10–15% compared to Instagram’s 1–4%.
- Host live sessions on Facebook to connect in real time.
- Share research-backed, professional posts on LinkedIn.
- Publish well-edited, optimized videos on YouTube.
Timing is everything. Align your content with significant events like Mental Health Awareness Month in May or World Mental Health Day in October to maximize visibility.
Once your content is out there, it’s important to measure how well it’s performing.
Tracking Success and Measuring Results
To evaluate the effectiveness of your campaign, focus on metrics that align with your main goal. These could include brand reach, video engagement, website traffic, consultation bookings, or return on investment (ROI). Instead of getting lost in a sea of data, prioritize one primary metric that reflects your campaign’s purpose. As Lissa Regets, Fractional CMO & Digital Marketing Consultant at Ideabox, advises:
"Remain focused on the number one metric, or the metric on fire, that lines up with your priority objective for the campaign. Every experiment and piece of creative should be aimed at incrementally moving your metric on fire."
Social listening tools can also help you track brand mentions and gauge public sentiment. Comparing these insights with performance on other marketing channels can reveal trends and areas for improvement. Considering that 49% of people rely on influencer recommendations to make purchasing decisions, these partnerships are a powerful way to establish trust and build lasting relationships with potential clients.
For practices utilizing flexible spaces like those available through Humanly, influencer collaborations can highlight your welcoming and professional environment. Monitoring whether these partnerships lead to more inquiries about your services can further validate the importance of maintaining a space that reflects the high-quality care you provide.
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Working with Local Networks and Professional Communities
Building local connections can be a powerful way to connect with potential clients by engaging directly with your community. Partnering with trusted individuals in your area creates genuine opportunities to reach people who may benefit from your services.
Collaborating with Local Influencers and Community Leaders
Local influencers and community leaders offer a unique advantage – they have established trust and rapport within your geographic area. Unlike national figures, they understand the needs and dynamics of your community. Start by identifying individuals who regularly interact with your target audience, such as local professionals or community leaders. For example, wellness influencers like yoga instructors, meditation center directors, or breathwork practitioners can be excellent partners. These collaborations can lead to referrals, educational opportunities, or even community events that showcase your expertise.
Tayla Polia, Owner of Beacon Public Relations, highlights the effectiveness of this approach:
"Participating in local events and forming partnerships with local influencers have proven incredibly effective".
Getting involved in local networking events or offering to speak at schools, hospitals, or other community organizations can help establish you as a trusted expert in your field. Christine MacInnis emphasizes the importance of this strategy:
"By doing so, you will establish yourself as the go-to referral source and always have a full client roster".
By working with local influencers and leaders, you not only expand your outreach but also contribute to building a practice rooted in community trust and ethical engagement.
Networking with Professionals in Shared Spaces
Shared therapy spaces provide an excellent environment for building professional relationships. These spaces encourage organic connections, allowing you to share expertise, exchange resources, and collaborate with others in your field. To make the most of these opportunities, introduce yourself and your specialty, join or create consultation groups for ethical case discussions, and host small workshops or talks in these shared environments.
Vivian Chung Easton, LMFT, CHC, and Clinical Product Lead at Blueprint, underscores the importance of networking:
"Networking plays a vital role for mental health professionals, yet many misunderstand or overlook its value".
To solidify new connections, follow up with a friendly email the same day and arrange casual coffee meetings. For therapists utilizing Humanly’s flexible spaces, the in-house referral system and collaborative community make it easier to connect with like-minded professionals. These relationships often lead to additional opportunities within these shared spaces.
Leveraging Flexible Therapy Spaces for Greater Visibility
Flexible therapy spaces not only provide practical benefits but also help increase your visibility and professional presence. These spaces are ideal for hosting events, workshops, or creating content alongside influencers. They enable you to showcase your expertise while connecting with your community.
Tracy De and Tianni Wang, founders of Chicago Minds, have created a coworking space specifically for mental health professionals. Tianni Wang explains:
"In short, we are Chicago’s first inclusive coworking space specifically designed for mental health providers".
Tracy De adds:
"The whole coffee shop concept is when you step out of your office, you’re surrounded by therapists who are doing similar work".
Flexible spaces like these allow you to host workshops, group therapy sessions, or community-focused events. They also make it easier to serve clients in underserved areas by offering services closer to their homes. Humanly’s flexible spaces, for example, come fully equipped with modern therapy rooms and essential amenities. With hourly, daily, and monthly rental options, you can host special events or create professional content without the financial commitment of a permanent office. Plus, the collaborative environment fosters connections with other wellness professionals, boosting your visibility and credibility within the community.
Key Takeaways for Therapists Using Influencer Marketing
Influencer marketing has proven to be a powerful tool, delivering an impressive 11× ROI and generating $5–$6.50 for every dollar spent. The secret to success? Building genuine partnerships and staying committed to ethical practices.
Summary of the Influencer Marketing Process
The process of influencer marketing involves several key steps, from identifying the right collaborators to measuring campaign performance. Start by finding influencers who are passionate about mental health and have a history of advocating for it. Instead of focusing solely on follower counts, prioritize those whose values align with your practice.
Set clear, measurable goals using the SMART framework. Whether your aim is to boost brand awareness, increase website traffic, or gain new client inquiries, define specific metrics and deadlines. Track progress with tools like Google Analytics to measure engagement and conversions.
Encourage influencers to share personal, relatable stories. For instance, BetterHelp collaborated with over 815 YouTube channels across various niches, resulting in 245 million views and 11 million engagements in just 90 days. This type of storytelling can create a deeper connection with potential clients.
By following these steps, you can create impactful, ethical campaigns that resonate with your audience.
Final Tips for Ethical and Effective Marketing
Maintaining ethical standards is essential when incorporating influencer marketing into your practice. Ensure that influencers disclose sponsorships transparently and share honest opinions without feeling pressured to endorse something they don’t believe in. Use detailed contracts and conduct regular reviews to address any ethical concerns.
Align your campaigns with mental health values by promoting resources and supporting initiatives that advance wellness while maintaining professional boundaries. Additionally, consider performance-based compensation models, where influencers are rewarded based on actual conversions. For example, Calm saw a 50% increase in ROI after adopting this approach.
Next Steps for Growing Your Practice
To expand your client base, begin by partnering with local influencers or community leaders who understand your target audience and geographic area. Start small, monitor your campaigns closely, and track key metrics like engagement, reach, and audience sentiment to determine what works best. To stretch your budget further, repurpose influencer content across your website, social media, and email newsletters.
You can also explore flexible therapy spaces, such as those offered by Humanly, to host events or create professional content. These spaces are fully equipped for activities like workshops, influencer collaborations, or community gatherings. With hourly, daily, and monthly rental options, Humanly provides modern therapy rooms without requiring long-term commitments. Plus, these spaces offer networking opportunities within a community of wellness professionals.
FAQs
How can therapists partner with influencers while staying true to their ethical and professional standards?
To ensure influencer collaborations meet ethical and professional standards, therapists should emphasize transparency, integrity, and strict adherence to regulations. It’s essential to verify that influencers clearly disclose sponsorships in line with FTC guidelines and refrain from making exaggerated or misleading statements. Additionally, therapists must uphold HIPAA compliance, safeguarding client privacy and confidentiality at all times.
Following the APA Code of Ethics is equally important. This includes prioritizing principles such as beneficence, nonmaleficence, and honesty. Work with influencers who share your commitment to responsible mental health advocacy, ensuring their messages align with your practice’s mission and dedication to supporting client well-being.
How can therapists measure the success of their influencer marketing campaigns?
To gauge the effectiveness of influencer marketing campaigns, therapists should focus on specific key performance indicators (KPIs) that align with their practice’s objectives. Some important metrics include engagement rates – likes, comments, and shares – and website traffic, which can be tracked through unique links. Perhaps most crucial are conversion rates, such as the number of appointment bookings or direct inquiries, as these reflect tangible results.
Therapists can also assess the campaign’s reach and visibility by tracking impressions, reach, and click-through rates. Another essential metric is return on investment (ROI), which helps determine if the campaign is contributing to measurable growth for the practice. Keeping an eye on these data points ensures that influencer collaborations are not only effective but also aligned with the overall goals of the business.
How can therapists use influencer marketing to promote their services while protecting client confidentiality?
How Therapists Can Use Influencer Marketing Ethically
Therapists can tap into influencer marketing while ensuring they uphold client confidentiality by sticking to ethical and legal standards. The most critical rule? Never share any identifiable client details or protected health information (PHI) without obtaining explicit written consent. Instead, you can use general testimonials or anonymized feedback that respects privacy and does not disclose client identities.
To maintain clear professional boundaries, avoid engaging with clients on social media and keep personal accounts private. If you’re managing a public-facing profile, consider using a pseudonym to keep your personal and professional lives distinct. These steps allow therapists to promote their services responsibly while keeping client privacy as the top priority.