How to get more cash paying clients in private practice: Ask Joe | PoP 694

Image of Joe Sanok is captured. On this therapist podcast, podcaster, consultant and author, talk about how to get more cash-paying clients in private practice.

Do you want to reduce insurance-paying clients and increase private-paying clients? How do you attract cash-paying clients? Can having a niche help you to boost your income?

In this podcast episode, Joe Sanok speaks about how to get more cash-paying clients in your private practice.

Podcast Sponsor: Therapy Notes

An image of Therapy Notes is captured as the sponsor on the Practice of the Practice Podcast, a therapist podcast. Therapy Notes is the most trusted EHR for Behavioral Health.

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In This Podcast

  • Insurance over cash
  • Have a niche to boost income
  • Charge a little more than insurance
  • Marketing

Insurance over cash

If people have insurance, they will want to use it to pay for their therapy.

Evaluate the insurance that you do take and the ones that you could stop working with to begin streamlining this process.

You probably might want to weed out some of the insurance plans that have lower numbers of people on them, don’t pay that well, and maybe are more difficult to work with. (Joe Sanok)

Even if you are primarily attract cash paying clients, working with easier insurance companies can help you retain and attract clients while keeping it simple and profitable for you.

Have a niche to boost income

Generally speaking, the more niched and specialized you are, the more you can charge for private pay.

[Figure] out what type of person you want to attract to your practice … and [make] sure that you think through [which] certifications they care about … does your average ideal client care about that stuff? (Joe Sanok)

What does your average ideal client care about in terms of certifications, services offered, products available, media presence? It is important to focus on and consider what the client also values in their ideal therapist.

Charge cash paying clients a little more than insurance

Typically, you cannot charge less than your hourly insurance.

If your insurance is $149 per session, then adjust your private pay to be $150.

I recommend going at least $15 – $20 above your highest paying [insurance] because over time as you add private pay to your practice, that is something you’d do more of. If you are only getting the same amount as the insurance, you are not making that much more. (Joe Sanok)

Figure out what your rate is going to be:

  • What is the lifestyle you want to live?
  • How many sessions a week do you want to work, and how many weeks do you want to work per year?
  • How many clients would you need to schedule to hit this number?


If you have an idea of who your ideal client is, that will help you focus on them, talk to them, and connect with them.

What does your ideal client think? What might they be struggling with that you can help them to overcome? How can you reflect these answers on your websites and social media?

Useful Links mentioned in this episode:

Check out these additional resources:

Meet Joe Sanok

A photo of Joe Sanok is displayed. Joe, private practice consultant, offers helpful advice for group practice owners to grow their private practice. His therapist podcast, Practice of the Practice, offers this advice.

Joe Sanok helps counselors to create thriving practices that are the envy of other counselors. He has helped counselors to grow their businesses by 50-500% and is proud of all the private practice owners that are growing their income, influence, and impact on the world. Click here to explore consulting with Joe.

Thanks For Listening!

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