Healthcare & Wellness / Wellness, Therapy & Recovery
Therapy practice marketing built on general education and referral
Therapy practice marketing from MBI is the general, privacy-safe outreach a private practice can do: a clear practice brochure or booklet a referral partner can pass on, a flyer or educational guide that describes the practice and goes out in the mail, Facebook and Instagram awareness campaigns pointed at an intake path, consented scheduling messages, and the printed material behind a community talk — planned, produced and delivered by one team.
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Which campaigns keep a therapy practice known before anyone calls?
The short answer
Three, run together. Referral-source outreach puts a clear practice brochure or booklet into the hands of community groups and healthcare referral partners. A privacy-safe flyer or educational guide describes the practice generally. A Meta awareness, traffic, lead or conversion campaign reaches prospective clients early in their decision process and directs them to an appropriate intake path.
The three campaigns. The three researched campaigns for this vertical are referral-source outreach using a clear practice brochure or booklet distributed to community groups and healthcare referral partners; a privacy-safe direct-mail flyer or educational guide that describes the practice generally without implying a recipient has a diagnosis; and a Meta awareness, traffic, lead, or conversion campaign that reaches prospective clients early in their decision process and directs them to an appropriate intake path.
One team. MBI is one company that plans, produces, and delivers direct mail, print, digital campaigns, and seminar marketing from a single team in DeLand, Florida; data, print, and delivery have been in-house since 1989.
direct mail marketing services digital advertising services seminar marketing services printing services
Guide · Printing
Brochure · Printing
Referral marketing
Who does therapist referral marketing reach with a practice brochure?
The short answer
Community groups and healthcare referral partners. Referral-source outreach distributes a clear practice brochure or booklet to them, so a person who meets someone first has something specific to pass on. MBI writes, designs and prints the brochures, booklets and referral-source materials, and commercial and variable-data printing is produced in house.
The documented outreach. Referral-source outreach uses a clear practice brochure or booklet distributed to community groups and healthcare referral partners.
In house. Printing at MBI is commercial and variable-data printing produced in house.
Mailer · Direct Mail
Direct mail
What does therapy practice direct mail carry when the piece stays general?
The short answer
A flyer, a guide or a brochure. Therapy practices can use general flyers, guides and brochures to educate the public and develop a brand, while avoiding diagnostic disclosures, stereotypes, fear and privacy violations, so the piece introduces the practice rather than addressing a reader's situation. MBI designs it, prints it and mails it.
The documented mail. Therapy practices can use general flyers, guides, and brochures to educate the public and develop a brand, while avoiding diagnostic disclosures, stereotypes, fear, and privacy violations.
USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service (ACS) and the National Change of Address Linkage System (NCOALink).
USPS Domestic Mail Manual 602.5
direct mail mailing lists direct mail cost direct mail marketing services
The general piece
Flyer · Direct Mail
Designed, printed, mailed
Facebook and Instagram
When do mental health practice Facebook ads reach someone in a decision?
The short answer
Before anyone is ready to call. Facebook and Instagram awareness and lead-generation campaigns run with privacy-safe targeting and a suitable inquiry or intake workflow behind them, reaching prospective clients early in their decision process and directing them to an appropriate intake path. MBI builds the creative and points the campaign at the practice's own intake path.
The documented campaigns. Mental-health marketing guidance supports Facebook and Instagram awareness and lead-generation campaigns, with privacy-safe targeting and a suitable inquiry or intake workflow.
Meta's advertising standards state that ads must not contain content that asserts or implies personal attributes, and name race, ethnicity, religion, beliefs, age, sexual orientation or practices, gender identity, disability, physical or mental health (including medical conditions), vulnerable financial status, voting status, membership in a trade union, criminal record and name among the attributes covered.
Meta advertising standards, personal attributes
digital advertising services direct mail and digital marketing
Meta ad · Facebook
Meta carousel · Facebook
Reel · Instagram
Workshops
What kind of talk does therapy practice workshop marketing promote?
The short answer
An educational one. Talks and workshops suit audiences such as libraries, schools, faith and community groups, and referral partners — community and referral education rather than a hard-sell client event. MBI writes, designs and prints the general informational flyers or guides and referral-source materials that go with it.
The documented audiences. Professional guidance supports educational talks and workshops for audiences such as libraries, schools, faith/community groups, and referral partners, for community and referral education; this is not a hard-sell client event.
Postcard · Direct Mail
Invitation · Direct Mail
SMS
What may counseling practice appointment reminder texting send a client?
The short answer
Administrative messages. Scheduling, confirmations and reminders may be sent when appropriate consent, privacy and professional review are in place, and no clinical or sensitive-care content should be included. CTIA's messaging principles say messages should be sent only after the consumer has opted in, and that senders should not use rented, sold or shared lists.
The documented texts. Administrative SMS uses may include scheduling, confirmations, and reminders when appropriate consent, privacy, and professional review are in place; no clinical or sensitive-care content should be included.
CTIA's Messaging Principles and Best Practices state that message senders should support opt-in mechanisms and that messages should be sent only after the consumer has opted-in to receive them, and list, among the mechanisms by which a consumer might demonstrate opt-in consent, entering a telephone number through a website, clicking a button on a mobile webpage, sending a message from the consumer's mobile device containing an advertising keyword, initiating the text message exchange in which the message sender replies only with responsive information, signing up at a point-of-sale or other on-site location, and opting-in over the phone using interactive voice response technology.
CTIA Messaging Principles and Best Practices, May 2023, §5.1.2
CTIA's Messaging Principles and Best Practices state that message senders should ensure consumers have the ability to opt out of receiving messages at any time, should support multiple mechanisms of opt-out including phone call, email or text, and should acknowledge and honor all consumer opt-out requests by sending one final opt-out confirmation message per campaign, with no further messages sent after it; and that message senders should not use opt-in lists that have been rented, sold, or shared, and should create and vet their own opt-in lists.
CTIA Messaging Principles and Best Practices, May 2023, §§5.1.3–5.1.4
45 CFR 164.508(a)(3) provides that a covered entity must obtain an authorization for any use or disclosure of protected health information for marketing, except if the communication is in the form of a face-to-face communication made by a covered entity to an individual, or a promotional gift of nominal value provided by the covered entity; and that if the marketing involves financial remuneration to the covered entity from a third party, the authorization must state that such remuneration is involved.
45 CFR 164.508(a)(3), the HIPAA privacy rule
SMS
Sheet · Printing
Questions
Questions a therapy practice asks before it mails
Searched for mental health practice marketing, marketing a private counseling practice or counseling practice marketing? Same work, same answers.
What does MBI actually run for a private therapy practice?
Three campaigns, run together. Referral-source outreach using a clear practice brochure or booklet distributed to community groups and healthcare referral partners. A privacy-safe direct-mail flyer or educational guide that describes the practice generally. And a Meta awareness, traffic, lead or conversion campaign that reaches prospective clients early in their decision process.
What does the mailed flyer or guide describe?
The practice, generally. A privacy-safe direct-mail flyer or educational guide describes the practice without implying a recipient has a diagnosis, and a therapy practice can use general flyers, guides and brochures to educate the public and develop a brand while avoiding diagnostic disclosures, stereotypes, fear and privacy violations.
What does Meta's advertising standard say an ad must not imply?
Meta's advertising standards state that ads must not contain content that asserts or implies personal attributes, and the attributes named include, among others, race, ethnicity, religion, beliefs, age, disability, and physical or mental health including medical conditions. Creative and targeting are built to that standard.
Which messages can a counseling practice send once someone has opted in?
Administrative ones. Scheduling, confirmations and reminders may be sent when appropriate consent, privacy and professional review are in place, and no clinical or sensitive-care content should be included. CTIA's messaging principles say messages should be sent only after the consumer has opted in.
What does HIPAA require before protected health information is used in a therapy practice campaign?
45 CFR 164.508(a)(3) provides that a covered entity must obtain an authorization for any use or disclosure of protected health information for marketing, except if the communication is in the form of a face-to-face communication made by a covered entity to an individual, or a promotional gift of nominal value provided by the covered entity.
Which decisions set the price of a therapy practice mailing?
No list price exists, because no two campaigns buy the same thing: every quote resolves to producing the piece and mailing it. Seven decisions move those two numbers — quantity, format and finished size, paper and weight, color, coating and finishing, data and personalization, postage, mail class and sortation, and entry and drop strategy. All seven: /capabilities/direct-mail/direct-mail-cost
What kind of audience is a practice's educational talk written for?
Community and referral education. Educational talks and workshops suit audiences such as libraries, schools, faith and community groups, and referral partners, and this is not a hard-sell client event. MBI prints the general informational flyers or guides and referral-source materials that carry the talk to them.
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