Psychotherapy Clinic Micromarket Study

The emotional counselling service industry is experiencing rapid global expansion, driven by growing demand, increasing comfort on the part of clients with teletherapy and online care, and the rise of digital health platforms that have successfully (from a business perspective anyway) managed to "app-ify" the counselling experience.

But what about the traditional psychotherapy clinic?

I undertook a study of 10 hybrid or bricks-and-mortar clinics in a large, North American metropolitan area to see if I could spot trends and opportunities.

The data used in this snapshot is publicly available search, website, and internet traffic data, so while it represents real user behaviour it's inherently limited in scope and completeness, and I'm only presenting it here as a jumping off point to help organizations in this space make more research-led decisions regarding business, brand, and marketing strategy.

In no particular order, here are 8 insights relevant to owners of small and mid-market counselling and psychotherapy clinics today.

1. Platforms and referral sites are monopolizing traffic

After setting up the content, go back to the canvas. Your collections are accessible from the Insert menu. Open the Insert menu, navigate to the CMS Content section, and drag and drop your collection onto the canvas. This will add a special stack with layers connected to your data. From here, you can edit the visual properties on the right, just as you would do with a regular Stack.

2. Google search is less reliable than it used to be

If you wish to add a page instead that will automatically be populated with data from the CMS, navigate to the left panel. One you are in the Pages tab, click on the + button next to the CMS section. If you add the Index page, a page will be added with a list of all of the items in your collection. If you add the Detail page, you will be presented with a page with content from your individual items.

Note: If you chose to add the sample data, a new detail page called /blog will be added to your website, and you will find the stack of content added into the page for you.

The detail page will display content pulled from the first entry of the collection by default. In order to preview other items in the collection, change the content by selecting a different item from the dropdown menu.

3. People search therapist names over brands or generic terms

If you wish to add a page instead that will automatically be populated with data from the CMS, navigate to the left panel. One you are in the Pages tab, click on the + button next to the CMS section. If you add the Index page, a page will be added with a list of all of the items in your collection. If you add the Detail page, you will be presented with a page with content from your individual items.

Note: If you chose to add the sample data, a new detail page called /blog will be added to your website, and you will find the stack of content added into the page for you.

4. SERPs are mostly paid ads and local results

If you wish to add a page instead that will automatically be populated with data from the CMS, navigate to the left panel. One you are in the Pages tab, click on the + button next to the CMS section. If you add the Index page, a page will be added with a list of all of the items in your collection. If you add the Detail page, you will be presented with a page with content from your individual items.

Note: If you chose to add the sample data, a new detail page called /blog will be added to your website, and you will find the stack of content added into the page for you.

5. Digital advertising is getting more expensive

If you wish to add a page instead that will automatically be populated with data from the CMS, navigate to the left panel. One you are in the Pages tab, click on the + button next to the CMS section. If you add the Index page, a page will be added with a list of all of the items in your collection. If you add the Detail page, you will be presented with a page with content from your individual items.

Note: If you chose to add the sample data, a new detail page called /blog will be added to your website, and you will find the stack of content added into the page for you.

6. Nobody's getting traffic from social media

If you wish to add a page instead that will automatically be populated with data from the CMS, navigate to the left panel. One you are in the Pages tab, click on the + button next to the CMS section. If you add the Index page, a page will be added with a list of all of the items in your collection. If you add the Detail page, you will be presented with a page with content from your individual items.

Note: If you chose to add the sample data, a new detail page called /blog will be added to your website, and you will find the stack of content added into the page for you.

7. Clients are looking for credibility and useful info

If you wish to add a page instead that will automatically be populated with data from the CMS, navigate to the left panel. One you are in the Pages tab, click on the + button next to the CMS section. If you add the Index page, a page will be added with a list of all of the items in your collection. If you add the Detail page, you will be presented with a page with content from your individual items.

Note: If you chose to add the sample data, a new detail page called /blog will be added to your website, and you will find the stack of content added into the page for you.

8. Clinics face a "branded house" problem

If you wish to add a page instead that will automatically be populated with data from the CMS, navigate to the left panel. One you are in the Pages tab, click on the + button next to the CMS section. If you add the Index page, a page will be added with a list of all of the items in your collection. If you add the Detail page, you will be presented with a page with content from your individual items.

Note: If you chose to add the sample data, a new detail page called /blog will be added to your website, and you will find the stack of content added into the page for you.

9. Blogs are performing worse than FAQs

If you wish to add a page instead that will automatically be populated with data from the CMS, navigate to the left panel. One you are in the Pages tab, click on the + button next to the CMS section. If you add the Index page, a page will be added with a list of all of the items in your collection. If you add the Detail page, you will be presented with a page with content from your individual items.

Note: If you chose to add the sample data, a new detail page called /blog will be added to your website, and you will find the stack of content added into the page for you.

10. New business models are winning interest

If you wish to add a page instead that will automatically be populated with data from the CMS, navigate to the left panel. One you are in the Pages tab, click on the + button next to the CMS section. If you add the Index page, a page will be added with a list of all of the items in your collection. If you add the Detail page, you will be presented with a page with content from your individual items.

Note: If you chose to add the sample data, a new detail page called /blog will be added to your website, and you will find the stack of content added into the page for you.