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Earned Media for Therapists: A Smarter Way to Market Your Practice

The Build Your Private Practice Podcast

Release Date: 11/03/2025

What the Data Really Says About Private Practice in 2026 show art What the Data Really Says About Private Practice in 2026

The Build Your Private Practice Podcast

Is private practice really oversaturated, or are we misunderstanding what is actually happening in the market? In this episode of The Build Your Private Practice Podcast, Liane takes a grounded, data-informed look at the growing fear many therapists are feeling about the future of private practice. If you have found yourself worrying that there are too many therapists and not enough clients, this conversation will help you reframe that belief with evidence, context, and perspective. You will hear what the numbers really say about mental health access in Canada, why low utilization is not a...

info_outline From Hope to Strategy: How to Attract Clients Without Relying on Referrals show art From Hope to Strategy: How to Attract Clients Without Relying on Referrals

The Build Your Private Practice Podcast

Waiting for referrals can feel familiar and exhausting. If you’ve ever caught yourself thinking, “It’s been quiet. I hope things pick up soon,” this episode is for you. In this solo episode of The Build Your Private Practice Podcast, Liane speaks directly to therapists who are relying on referrals as their primary or only way of attracting clients and feeling stuck in the uncertainty that comes with it. While referrals can absolutely be part of a healthy practice, they should not be your entire strategy. This conversation is about shifting from hope to strategy, so you can take back...

info_outline The Power of Community in Private Practice show art The Power of Community in Private Practice

The Build Your Private Practice Podcast

Private practice can feel isolating—especially when you’re trying to make big decisions, grow sustainably, or figure out the business side without burning out. In this episode of The Build Your Private Practice Podcast, Liane is joined by Lena Lang, BYPP’s new Community Growth Partner, for an honest conversation about why community is not just a “nice to have,” but a foundational part of building a sustainable private practice. Together, they unpack what community really offers therapists—from practical strategy and shared learning, to motivation, perspective, and a sense of not...

info_outline Your Financial Forecast: How to Plan for Sustainable Income in 2026 show art Your Financial Forecast: How to Plan for Sustainable Income in 2026

The Build Your Private Practice Podcast

Your Financial Forecast: How to Plan for Sustainable Income in 2026 Being fully booked doesn’t always mean your private practice is financially stable. In this episode of The Build Your Private Practice Podcast, Liane walks you through how to take a grounded, realistic look at your private practice finances—and why income planning matters as you head into 2026. If you’ve ever wondered why you’re working hard but still feeling financially stretched, this conversation will help you identify where money leaks happen and what to do about them. You’ll learn how to forecast your income in...

info_outline Digital Marketing That Works for Therapists show art Digital Marketing That Works for Therapists

The Build Your Private Practice Podcast

Digital marketing does not have to feel overwhelming, salesy, or unethical, even for therapists. In this episode of the Build Your Private Practice Podcast, Liane Wood is joined by Adam Jesperson, co-founder of Fractal Marketing, to break down what is actually working in digital marketing for Canadian therapists right now, and what to stop wasting your time and money on. They talk about: Why marketing feels so uncomfortable for many therapists and how to reframe it What has changed in digital marketing over the last few years The role of Google Ads, SEO, and GEO (Generative Engine...

info_outline From Unpredictable to Sustainable: Income Planning for Therapists show art From Unpredictable to Sustainable: Income Planning for Therapists

The Build Your Private Practice Podcast

If your income in private practice feels like a rollercoaster—one month strong, the next unpredictable—you’re not alone. Many therapists were never taught how to plan their income… just how to work more when things feel tight. In this episode, Liane walks you through a simpler, more sustainable way to approach income as a therapist in private practice. This isn’t about working harder or raising your rates just because someone on Instagram told you to. It’s about building a financial foundation that actually supports your real life. What You’ll Learn: Why income unpredictability...

info_outline BONUS EPISODE: Overwhelmed at Year-End? Do These 4 Things to Organize Your Practice and Breathe EasierBONUS EPISODE: Overwhelmed at Year-End? Do These 4 Things to Organize Your Practice and Breathe Easier show art BONUS EPISODE: Overwhelmed at Year-End? Do These 4 Things to Organize Your Practice and Breathe EasierBONUS EPISODE: Overwhelmed at Year-End? Do These 4 Things to Organize Your Practice and Breathe Easier

The Build Your Private Practice Podcast

If the end of the year feels more chaotic than calm, this episode is for you. Inside, I’m walking you through four practical steps to help you wrap up your private practice before the holidays hit—so you can breathe easier, feel more in control, and start 2026 with a clean slate. Whether you’re behind on admin, dreading your finances, or just feeling scattered, this is your simple, no-fluff guide to ending the year with more ease and clarity. In This Episode, You’ll Learn: The client communication updates to send before the holidays How to get your EHR system ready for a smoother...

info_outline Your Next Client Isn’t Coming From Referrals—Here’s Where They Are show art Your Next Client Isn’t Coming From Referrals—Here’s Where They Are

The Build Your Private Practice Podcast

If you’ve been waiting for referrals to fill your caseload, this episode is your permission slip to stop relying on chance. Referrals can be a helpful part of your marketing, but they aren’t a growth strategy. They’re unpredictable, passive, and completely out of your control. And when your practice depends on them, growth slows down and income stays inconsistent. In this episode, Liane unpacks three key reasons referrals might be holding you back and walks you through how to shift into a more intentional, sustainable visibility strategy. One that brings the right clients to...

info_outline Is a Financial Plan Really Worth It? Why Every Therapist Needs an Advisor Team show art Is a Financial Plan Really Worth It? Why Every Therapist Needs an Advisor Team

The Build Your Private Practice Podcast

Most therapists don’t set out to become entrepreneurs—but running a private practice means you’re building a business whether you planned to or not. In this episode, I sit down with business strategist Ryan Duncan to talk about what it really takes to build a sustainable practice without burning yourself out. We unpack the behind-the-scenes realities therapists face as accidental business owners, why hustle-driven growth eventually breaks down, and how slowing down to build the right foundations can actually move you forward faster. If you’ve ever felt behind, overwhelmed, or unsure...

info_outline Booked But Broke? Why More Clients ≠ More Income show art Booked But Broke? Why More Clients ≠ More Income

The Build Your Private Practice Podcast

In this episode, we’re unpacking a common and frustrating experience for private practice therapists: your schedule is full, but your income still feels unpredictable—or even too low. Sound familiar? You’re not alone, and you’re not doing it wrong. You may have simply outgrown your current structure. Liane breaks down why more clients doesn’t always mean more income, where hidden revenue leaks might be hiding in your practice, and what it actually takes to create more predictable, sustainable income—without adding more sessions or sacrificing your sanity. What You’ll Learn: Why...

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Therapists don’t always think of themselves as media-worthy, but what if that’s exactly what your practice needs to grow?

In this episode, physical therapist, podcast host, and business coach Karen Litzy joins Liane to talk about the power of earned media for therapists. Karen shares how showing up in public-facing media (from podcasts to press) can increase your impact and visibility without relying on paid ads or referral fatigue.

They also explore the systems that support sustainable growth and how you can expand your reach without burning out.

Karen Litzy is a physical therapist and entrepreneur who helps healthcare professionals grow businesses they love. She is the host of the Healthy, Wealthy & Smart Podcast and a sought-after speaker and consultant in the healthcare space.

If you’ve been wondering how to reach more people without spinning your wheels, this episode is a must-listen.

Links & Resources:
→ Connect with Karen Litzy: karenlitzy.com
→ Listen to her podcast: Healthy, Wealthy & Smart
→ BYPP resources for Canadian therapists: buildyourprivatepractice.ca
 → Want tools to grow faster? Grab the BYPP Fast Track Kit

In This Episode, You’ll Learn:

  • What “earned media” is and why it’s underused by therapists

  • Why visibility matters in private practice—and how to build it

  • How Karen built systems to scale her business sustainably

  • The most important mindset shift for becoming a public-facing expert

  • Simple steps to pitch yourself and get featured