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If you don’t fully believe your practice will succeed, who else will? When referrals slow down, is it a marketing problem or a relationship problem? What if the most effective growth strategy isn’t online, but face-to-face?
In this podcast episode, Brandon Shurn discusses why networking still beats algorithms with Kelly McCullough, LCSW.
Podcast Sponsor: POP Consulting
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Meet Kelly McCullough
Kelly McCullough, LCSW, is the founder of La Jolla Therapy Center, where she leads a growing group practice focused on high-quality, client-centered care. Known for her practical and relationship-driven approach to business, Kelly helps clinicians build sustainable practices through strong community partnerships, effective referral networks, and thoughtful marketing strategies. She is especially passionate about creating spaces where both clients and clinicians can thrive.
Visit La Jolla and connect on Facebook and LinkedIn.
In This Podcast
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The importance of mindset and optimism in the face of fear
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Strategies for growing a group practice
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Creative ways to meet people
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Final takeaways for listeners
The importance of mindset and optimism in the face of fear
If you are thinking of starting a practice, a group, or already have a group practice, the number one person who needs to believe it’s going to work is you! (Kelly McCullough)
You have to have an inner belief in yourself that says, “Whatever problems come my way, I can troubleshoot or pivot around it, and my team and I have something really unique that we can offer to the community at large.”
While you can have people who are really in your corner and cheering you on, your self-belief needs to be at the core of your conviction to make this dream a reality.
Strategies for growing a group practice
At every stage of practice, there are unique sets of challenges that owners need to overcome to keep the business up and running smoothly.
And at a certain point, referrals can become the main issue, since having a group practice means having a handful of clinicians whom you need to secure clients for.
The number one question I get is, “Where do you get your referrals? Where do your referrals come from?” and I have a couple of different marketing streams that I think have really helped. (Kelly McCullough)
A few of Kelly’s marketing tips include:
- Invest in a great website and in paying someone to maintain it
- Publish blogs on your website to generate content and traffic
- Network to build strong, unique, and genuine connections within your community so that local businesses and groups trust you to take good care of the referrals that they send you
Creative ways to meet people
To build bridges with community partners, one of Kelly’s current networking and marketing techniques is her “brunch and learn” event, which she hosts every two to three months.
She has a conference room venue, provides some pastries, and invites people that she knows in the community, such as:
- Local school contacts
- Local therapists and psychiatrists
- People in related fields, such as speech and physical therapists
- A speaker to offer some structure at the start of the event that is based on a niche topic
I had no idea what to expect when I started this, honestly, my expectation was very low. I was like, “If I have a couple of my friends who are therapists show up, that’s a win! …” but it’s turned into [a group where] about 30 different providers come. It’s been awesome! (Kelly McCullough)
Final takeaways for listeners
Don’t underestimate the value of face-to-face marketing and networking efforts within your community, because it really builds trust.
So, don’t be afraid to put yourself out there!
Useful Links:
- Work with us
- Visit La Jolla and connect on Facebook and LinkedIn.
Check out these additional resources:
- Why Connection Beats Marketing Every Time with Dr. Peter Kevorkian | GP 320
- Practice of the Practice Network
- Group Practice Launch
- Group Practice Boss: www.practiceofthepractice.com/grouppracticeboss $149 a month
- PoP Group Practice Owners Facebook Group
- Free resources to help you start, grow, and scale
- Work with us
- Practice of the Practice Network
Meet Prof. Brandon Shurn
Brandon Shurn, Ph.D., LCPC, LMHC, AFC®, NCC, is a licensed clinical professional counselor and the founder of EmPower Me Holistic Counseling, a fully virtual Maryland-based practice. He’s also a full-time professor in Seattle University’s online Clinical Mental Health Counseling program. With extensive experience launching and directing university training clinics, Brandon now focuses on helping therapists design and grow impactful, sustainable practices. Outside of his work, he enjoys fitness, yoga, Wing Chun, golf, reading, and spending time with his family and dogs.
Visit Empower Me Counseling, and connect with Brandon on Instagram and LinkedIn.
Email him at: brandon@practiceofthepractice.com
