Private Practice Marketing for Groups: Building Your Brand Without Burning Out Your Team

One of the major perks, to a clinician joining your practice, is that they don’t have the pressure of having to figure out how to get their own clients.

So, if you have concerns about how to grow a group practice without adding marketing tasks to their homework, you’re right to be thinking about how to do this well.

Because here’s the truth: your staff didn’t sign up to become influencers. They signed up to serve clients. And when we treat marketing like another admin duty, it usually turns into one more task nobody has time for or worse yet, your staff sees it as, ‘If I’m doing all the work, I might as well do it for my own business material’ and then you’ll need to start hiring again.

But what if your marketing didn’t depend on everyone being a marketer… and instead focused on everyone bringing their own flavor to the table?

That’s the shift I want to explore with you.

Group Practice Marketing Is a Whole Different Game

If you’ve built a private practice before, you likely know how to market you. If you did it before 2020 and don’t have a solid system, check out how I recommend you do it in 2025 and beyond, but ultimately it’s about telling your story, your expertise, your voice and connecting that with your potential client’s desires.

But when you grow into a group, you’re no longer just “you.” You’re a brand. And that brand has to stand for something bigger than any one person on your team.

It’s not enough to post random therapist quotes or tell people you have openings. Group practice marketing needs a clear brand identity, a message, a mission, a recognizable personality that your community can trust.

That means your message should be consistent, your visuals cohesive, and your values obvious. When someone sees your logo, watches a clip from your Instagram, or reads a blog on your site, it should feel like your practice.

Think of your brand like a home. Your clinicians each have their own room, they decorate it differently, maybe even play their own music, but the whole place still feels like you. And for the record, this is why your first hire is so important. They help you build so it’s important that they are as committed to the ‘home’ as you are.

Your Brand Is the Umbrella, Let It Cover Everyone

I like to say your practice brand should be the umbrella your clinicians stand under. It keeps everyone dry, but each person brings their own color and pattern to it.

Your brand identity, things like your name, mission, tone, and visual style, creates safety and structure. It’s what helps clients instantly recognize you as a trusted, professional space.

But that structure isn’t meant to stifle your team; it’s meant to amplify them.

For example, maybe your group focuses on helping high achievers prevent burnout. That becomes the through-line for everything you post. Then, each clinician can show up within that theme in their own authentic way, one might focus on athletes, another on moms in corporate, another on healthcare professionals.

That’s how you build a cohesive message without forcing everyone to sound the same.

Highlighting Specialties (and Personalities) That Build Connection

People don’t just choose therapy, they choose therapists. And it’s more common than you would think for some, especially young clients and those who have extensive diagnoses or needs to do their research to find the right fit.

Your job as the owner isn’t to turn your clinicians into content creators; it’s to create opportunities for their unique stories and specialties to shine through your brand.

When new clinicians join our team, we have them fill out a marketing intake form. It’s not long, but it captures the kind of details that make a profile pop:

• Who do they love working with?

• What lights them up about the work?

• What’s something fun or unexpected about them?

From there, we use those responses to write bios that sound like real humans, not textbook paragraphs.

Then, every now and then, we’ll do short “interview-style” video sessions—nothing fancy, just conversations that help the audience see who they are and how they think.

Those clips become gold for marketing. We use them for:

• Website intros (“Meet the Team” videos)

• Social media spotlights

• Email features (“Clinician of the Month”)

And guess what? The clinicians love it, because it feels natural. It can take as little as 10 minutes to answer a dozen questions on camera and with the help of OpusClips that can get me at least 20 30-60 second clips that I can use over and over again. And instead of them feeling like they are doing busy work, they actually light up and their personalities shine through.

Sustainable Marketing = Systems + Storytelling + Team Buy-In

The secret to sustainable marketing for group practices is simple:
Create a strong brand, collect authentic stories, and systemize how you share them.

That’s it.

When you invest time in crafting your practice’s message and gathering unique clinician details early (like through your onboarding form), everything else becomes easier: your website copy, social posts, videos, even referral scripts.

Clients start to see your practice as more than a list of providers, they see a community of experts, each with their own personality, all connected by a shared mission. And as a bonus, they are usually more than happy to shout your praises and refer even when they don’t want to share their specific person.

And your team? They feel seen, supported, and proud to be part of something bigger.

Because marketing done right isn’t just about getting new clients, it’s about telling the story of who you are and the lives you’re changing together.

If your staff isn’t interested in writing blogs on their lunch break, you can still get their flavor in the message you share with your audience. What you need is a system that captures the best of them and tells that story consistently.

And when you do that well, everyone leaves full.

Do you need help getting the heart of your practice message clear so that you’re ready to hire? Sign up for a Private Practice Strategy session TODAY and let me help. I’ll take the techniques that have helped us provide over 20,000 sessions and apply them to your mission and for a limited time, get 25% off using the code BLOG25.