Whitney Goodman on Using Instagram to Market Your Group Practice | GP 50

Have you ever used or considered using Instagram to market your group practice? What are some common mistakes that group practice owners make with Instagram? How can you boost connection to followers, convert clients and reach a broader audience through this social media tool?

In this podcast episode, Alison Pidgeon speaks with Whitney Goodman about using Instagram to market your group practice.

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Meet Whitney Goodman

Whitney Goodman is the radically honest psychotherapist behind the popular Instagram account @sitwithwhit and the owner of The Collaborative, a co-working space and community for therapists online and in Miami, FL.

Whitney is on a quest to make mental health information accessible and easy to understand. She rejects the idea that a therapist should be a blank slate and believes that authenticity and emotional expression are the keys to living a full life. Whitney allows her clients and followers to see her successes, humanity, and struggles and strives for authenticity in everything she does.

Visit her website. Connect on Instagram, Facebook, and Twitter.

In This Podcast


  • How Instagram can grow your practice
  • What kinds of posts should you make?
  • Which mistakes do therapists often make with Instagram?
  • Tips for practice owners about Instagram

How Instagram can grow your practice

You can convert clients through Instagram. By providing simple, usable information to clients to get them attracted to your group practice, you can receive referrals and convert clients from these people that stumble across your account through their friends or followers.

Posting on Instagram can also help to direct potential clients towards your website, because they can get the feel of what your group practice is about through the content that you post, urging them to get into contact with you.

With group practice owners, my biggest recommendation is to create individual accounts for each of your therapists rather than having a group practice account. (Whitney Goodman)

This is because it is more difficult to gain traction for a brand name because personalization boosts followers, due to the fact that people create more human connections to other people instead of connecting with a ‘brand’.

What kinds of posts should you make?

  • Always post content that has some sort of purpose. It should be useful and inspirational.
  • The posts should have some personality. Think about how you can represent this content that is unique to your group practice or a therapist that works within your practice.

Showing your personality is not a self-disclosure in my opinion, so I think that there is a way you can talk about things, like ‘I have experienced anxiety and I have used these tools and they were really helpful’ instead of saying ‘I went to dinner with my husband at this restaurant’ (Whitney Goodman)

  • It is important to remember that Instagram is not therapy. Ask yourself, am I alright with the client knowing this? Am I comfortable with sharing this kind of information? If you tick these types of boxes, then it is up to your discretion to share.
  • Keep in mind to curate posts to attract the types of clients that you work with. You can individualize posts as much as you need to connect with your ideal clients.
  • Keep your calls to action posts discreet. Whitney recommends placing your call to action in the captain of your post.

Get people’s attention with the content in your post and then you can subtly direct them to your website in the caption so that your clients do not feel bombarded with advertising for your group practice.

Which mistakes do therapists often make with Instagram?

  • Using too many quotes from other people.
  • Reposting other peoples’ posts often.
  • Constant advertising about the practice and pushing clients to book appointments.

Tips for practice owners about Instagram

If you want to grow your account, Whitney recommends that people spend at least 30 minutes a day to create content, interact with comments, and reach out to other accounts for a collaboration.

Encourage your therapists to get involved in posting and using their own voices to create content, hereby boosting personalized content and creating variety. Also, encourage your therapists to help each other such as referring each other to their followers or doing Instagram lives together in order to boost their popularity and connection to more potential clients.

Access Whitney’s online store here!

Useful Links:

Meet Alison Pidgeon

A portrait of Alison Pidgeon is shown. She discusses ways to grow your group practice on this week's episode of Practice of the Practice. Alison is a serial entrepreneur with four businesses, one of which is a 15 clinician group practice. She’s also a mom to three boys, wife, coffee drinker, and loves to travel. She started her practice in 2015 and, four years later, has two locations. With a specialization in women’s issues, the practices have made a positive impact on the community by offering different types of specialties not being offered anywhere else in the area.

Alison has been working with Practice of the Practice since 2016. She has helped over 70 therapist entrepreneurs start and grow their businesses, through mastermind groups and individual consulting.

Thanks For Listening!

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