How to Build an Ethical Social Media Presence

I began my social media adventure about a year ago. I decided that I had much to share on a variety of topics, but not a wide enough medium to do so. My apprehensions were very similar to those most therapists have. How will I handle it if a person contacts me about personal issues? How can I maintain a therapeutic framework on social media? How do I balance my authenticity with the ethical demands of psychotherapy? How do I incorporate ethics, while still promoting my services and expertise?

The good news is that while these are important questions to ask and answer, we can do so along the way, while we’re learning. We can’t learn how to be an ethical psychotherapist on social media if we put off starting. Be it a Facebook page, Instagram account, Twitter, LinkedIn, YouTube-or whatever social media outlet you choose – it just may be time to start!

Like what you are reading? For more stimulating stories, thought-provoking articles and new video announcements, sign up for our monthly newsletter.

Any currently practicing psychotherapist is doing so in the digital era, and this involves exploring the different opportunities that the digital realm has to offer. Among other possibilities, it may involve diving into online marketing or offering digital content in the form of webinars and e-courses. It may also means engaging with potential clients by providing them with resources for maintaining and improving their mental health. In this sense, it is about making your knowledge accessible to a wide audience in an ethical fashion that benefits your practice, your brand, and your followers.

So, how exactly do we do all this while at the same time generating ethical mental health content for our audience? The first thing to consider is establishing your boundaries by asking yourself the following questions:

  • What are you comfortable doing? Maybe you’re an exceptional writer and can create helpful blog posts on LinkedIn or on your own web page. Or, if you are a talented speaker, you can make YouTube videos or short Instagram stories to talk about a specific mental health or therapeutic topic. Tap into whatever it is that you excel in and find a social media outlet that’s a good fit for your talents and strengths.
  • What are you not comfortable doing? This looks different for everyone. For some, it might consist of posting photos of themselves or their family on social media-or showing pictures of their private practice office. For others, it might be addressing a mental health issue, because you don’t know who is receiving this information and how they are using it. Take a look at some of the big social media profiles out there, follow and analyze what they’re doing. How do you feel about their strategies?
  • How much of yourself are you willing to show to others? Whenever I write or talk about authenticity or vulnerability, I rely upon Brené Brown’s wisdom. In her latest book, Dare to Lead, she teaches us that being authentic and/or vulnerable is not synonymous with disclosing private personal information. Rather, it is about presenting yourself as vulnerable and tapping into people’s emotional needs from a place of empathy. That “authenticity sweet spot” looks and feels different for each therapist, and the only way to learn about and advertise your own is by opening yourself up to experimenting and making mistakes. And this may mean challenging yourself to step out of your comfort zone.

The second step is to communicate these expectations to your audience. I’ve received many direct messages on social media requesting a “mini-session”, but my disclaimer is very clear; “I do not provide therapy via Instagram. Here is my contact if you’d like to schedule an appointment.”

Another excellent resource I learned thanks to Dr. Keely Holmes is to offer a social media policy on your website. This policy might include the following:

  • The reasoning as to why you don’t accept friend requests from clients.
  • Clarification that if a client follows you on social media, you might want to briefly discuss what this entails in your next session.
  • A request to not use social media or open messaging apps to communicate, and specify which channels are allowed (e-mail, phone, etc.).
  • Clarification as to why you can’t use patient testimonials on social media or on your website.
In this digital era, where boundaries are often so easily blurred, it’s important to maintain an authentic and transparent presence with our clients. This type of document not only protects you, it also protects them.

Hopefully, these suggestions will help you to reframe your ideas about ethics in the social media era and answer a few of the questions I raised earlier on. Having a social media presence doesn’t have to be daunting. Forewarned is forearmed. It’s about being open to learning and showcasing your knowledge, skills and talent to a wide audience. Are YOU ready to take the leap?  

Working with Teens: The Good, the Bad and the Ugly

“I never set out to work with teens.” For many years after I started my private practice, people would ask, “what is your specialty?” and I would demure. I thought it was pretentious to say I’m a “specialist.” I didn’t feel like a “specialist.” I also thought it would be boring if I specialized. I wanted to mix it up (a little ADHD?). But I soon found myself gravitating to adolescents and young adults, and them to me. Given my years of training in family therapy, it started to feel natural that I would work with this population, those not-quite-children but not-quite-adult people who most therapists feared. And then I had two teen girls of my own; one now 20. What better breeding ground for insight could there be, I thought. Boy, or should I say girl, was I wrong!

Girls Will Be Girls

A therapist can no more easily treat herself and her family than a doctor can heal herself. As far as I can tell, my own family problems stem back generations. Mark Wolynn’s recent book called, It Didn’t Start with You: How Inherited Family Trauma Shapes Who We Are and How to End the Cycle lends some credence to this assertion. Jewish-check, anxiety-check, narcissism-check, mental illness-check. And the list goes on!

“I sought to correct all that with my girls. Clearly, I overreached.” Not only did it not help to hold myself to exacting, unrealistic and perfectionistic standards; it was in fact, impossible. Fast forward to last weekend, my girls now 20 and 17, fistfighting (I kid you not) over a sweatshirt.

My sense of failure runs deep but I am thankful that I was blessed with pure luck with these two. My insights are largely useless. My husband, however, excels at mediation (he’s a lawyer after all), and he has filled in the missing pieces on numerous occasions. We make a good team. Nevertheless, my girls have taught me a number of key things:

1. Each kid is different.
2. They teach you.
3. The “0-60” phenomenon of the teen brain is alive and well.
4. Use humor.
5. Be strong. If you are emotionally weak, they will have no one to push against, leading to a failure to launch.
6. No matter the age and stage, be patient. As soon as you master it, it changes.

Mary and her Parents

There are some cases that make me feel like a complete idiot. Take the case of Mary. She never wanted to be there. My first tenet of teen therapy is that they have to own it. It’s their life. If I am doing all the work, something is wrong. It took me a long time to realize this one. It’s great to get them when they’re young enough to change but old enough to understand, which I’d put at 17– a beautiful age! Raring to go to college yet clinging at will to parents, kids this age are a pleasure to help. Change comes fast and furiously and if you’re lucky you’ll get hugs in there too! They go off bolstered by the therapy, and they don’t come back. On the other hand, if they are there against their will it’s a different story. We know this. No therapy is going to work by force.

Mary had a history of acting out and strict, somewhat eccentric parents who did not understand her difficulties (see “Far from the Tree” by Andrew Solomon). With this mismatch, things got off to a miserable start. She was returning from a multi-thousand-dollar wilderness program of questionable long-term repute. “Please fix her from here,” her parents dumped on me. And so I did, sort of. She continued awful acting out, rages, mood-swings, and long before I knew it there was a team of professionals all over the case. No problem. We continued to integrate her back to home. But the back-to-family part never happened. You see, the parents were the problem. This is hardly uncommon. Now they were avoiding me. They were done. I tried to explain to no avail that their participation would be key. More avoidance. So, we continued weekly until the girl simply said “this entire enterprise is futile. I give up.” What a sad case indeed when parents induce helplessness in their teens. Where will all her energy go, I wondered sadly. The case had fizzled out before my eyes. After questioning my abilities, I concluded that this was case was doomed from the start. Her only channel was anger and that wasn’t a channel I was on. Thankfully there was group therapy to warm the soul and I gladly referred her to the care of another clinician.

Group Therapy with Teens

Witness however, Cecilia. Her case was the best! Coming from a childhood of unspeakable trauma, she was rescued by a relative and set on another course. When she came to group therapy, she was literally an outcast from school, home and family. The group embraced her. She lit up each week. In my group there are no restrictions except on gossiping and phone use. I actually pretend that I am the most casual and chill person on earth so that they talk as freely as possible. It’s like when you’re driving your kids to the mall and they’re in the back seat, with no eye contact, finally telling you the most important thing they ever shared. That is my posture in the group. The more I lay back, the more they seem to talk. These kids have no other avenue to ask questions about sex, drugs, birth control, family, siblings, mental illness, physical issues, sexism, racism and relationships. They even accept academic support from me. I become like a big sister in the group, and it works. Cecilia grew to become her class president. She vented for a solid two years about her childhood. She was made to feel normal. She heard from other kids of all backgrounds. They all became “normal” together- normalized by the group process. Who doesn’t have a crazy mother/father/sibling/uncle/friend/teacher? My god, they were normal! Just the celebration of that became the group creed. We welcomed newcomers with near joy. Parents waiting outside would never have believed it. Their angst-filled, moody, belligerent offspring had finally shed their shells. I almost never told anyone my secret. Do you want to know the secret to teen group therapy? Pretend you’re not there, do not wince at disgusting revelations about sex, and by all means allow cursing of all stripes and colors.

As the “core group” began to solidify I worried if I was being effective and compulsively tried to “deepen” the conversation. As I began to relax, they were able to tell me that they liked the group just the way it was. Just talking, venting, sharing and taking turns. It soon became clear that my need to control and get it right and my own insecurities still plaguing me after all these years of experience were beside the point. The group had sustained itself. Nevertheless, the interventions I made aimed to reinforce the shared group values and purpose, the universal nature of the teenager experience and the shepherding of the inner self to the surface despite fear. I also increasingly pushed the more reticent members to link up their past with their present, thus gaining insight for the first time. Finally, I was “motherly” in that I could see from where I sat that life would ultimately deal them their share of traumas, yet I knew they could withstand it by holding that space for them, quieting down my own thoughts. By testing their judgment or lack thereof with their peers, they gained the self-knowledge to withstand pain rather than avoid it.

Teens and Divorce

Parents have often asked me what the best/worst age for a child to be at the time of divorce. There are many answers to this. First off, it depends not only on the age at divorce but rather on how the parents handle the divorce that really matters. Second, all ages suck, period, end of story. But divorce in the teen years royally sucks. Social/emotional development is significantly impacted. What the research says is not pretty: not only does the effect of divorce on teens have a huge impact for years, but also, it lasts forever and ever. The researcher Judith Wallerstein has asserted that unlike a parent’s death which has a beginning, middle and end, divorce just goes on and on. Once again, the teen brain, volatile as it is, is not prepared and will surely rebound with rage, defiance, profound risk behavior, testing limits and all the things you tried as a teen but on steroids (social media strikes again). So, buckle your seatbelts on this one and seek help early and often.

“One of my teen clients of divorce casually sent a nude photo to a boy in 10th grade”. The next day, it traveled around the school with the speed of rumor and she found herself in the hospital dealing with a new diagnosis- humiliation. With one parent working round the clock and the other nowhere to be found, she did what anyone in that situation would do, she went underground. The numbing, cutting and sheer embarrassment got worse. She started cutting school too. Each setback snowballed mercilessly. We had to get her back to herself. The therapy consisted of gradually starting her activities again, putting it behind her and structured-only phone use. To this day, she calls me every year on my birthday and says, “if it wasn’t for you, I’d be dead.” She is now a successful hairdresser hoping to open her very own shop. Her parents’ divorce was the hardest step from teen to adult, but she got by because she persisted, used her strengths and had a passion.

Older teens feel lost, insecure and socially stigmatized after divorce. The post-divorce financial uncertainty adds to the overall stress. College plans can change. One divorce created a situation with the parents telling their twins in my office, “surprise, we can no longer pay…” Plus, shuttling between two homes can be disorienting, to say the least (or in the case of my own parents’ divorce, jetting between two coasts). Parents often dwell on how and when to tell their children that they are getting divorced, rather than the aftermath. Just like birth plans, divorce plans go awry. Better to sort it out for the long-haul than have it scripted in the short.

I try to help the teens in therapy by “joining” with their rage. Damn straight your parents suck. They are the ones who should be here! Once I do that, and establish trust, rapport and confidentiality, it is easy to win their hearts and minds. I provide gentle support and strategies for coping and self-care while reminding parents that part of the confusion is normal teen angst. If parents make the common error of ascribing all behavior to the divorce, then guilt steps in and over-compensates in many forms including the of throwing money at the child, which rarely helps.

More times than not, my job is to mitigate confusion. You cannot believe what’s in these kids’ heads. For younger kids, they go right to the most concrete –will my room be pink at Mom’s house still? Can I have two stuffed animals-one for each house? If my parents separate, will I ever see dad again? Are my grandparents still going to be my grandparents? For teenagers and young adults, it can be far more morose, as it was for me with my own parents’ divorce. “Why why why?” is one refrain. The other is a lurking sense of doom some might call dysthymia. As soon as I labeled that for myself as an adult, I started to get help, including antidepressants. The clinicians’ definition of the word would be a “low-grade depression.” I call it, the lowering of expectations, always second-guessing myself. Demystifying the wild ideas kids and teens formulate goes a long way toward alleviating crippling anxiety and dread. It’s hard enough to grow up without constant stress in this world, let alone have your parents fighting all the time. One family was fighting so badly about the kids’ shoes at each house that I offered to go to Payless and buy them a second set of sneakers.

I now run a successful teen support group for kids between the ages of 13-19. I remember how my losses haunted me at that stage, but I never had the words to feel and let go–I was constantly grasping for meaning or truth that didn’t exist. I tortured myself to figure something out about my family. But all that I got in return were meaningless intellectual insights that couldn’t sustain me. Nevertheless, I did rebound. I got many degrees and certificates, had scores of talented friends and married the love of my life. Economic times have since hit us hard, but our fortitude is paramount. “I model this resilience to my patients through gentle wit, disclosing when necessary that I “get it.”” Then reminding them there is no one path; there is no perfect; there is only you, open to the ups and downs, or as my yoga teacher would say, “meeting each moment as a friend.”

It All Adds Up

A perfect case to illustrate when all cylinders are firing in teen therapy is Megan. This teen came in with what I call the “break up story.” Megan, like many other girls with whom I have worked, was a ruminator. So, the task is how to utilize all the teen’s strengths just to make it to another day. Why? The phone (you didn’t think I would forget the social media part, did you?). Because I was an “early adopter” of the internet age and even worked in the field of online production and community building in its heyday, I have always taken a favorable view of technology. That said, if my daughter doesn’t unwrap her phone from her head soon I’m going to throw it into the Hudson River. It is her permanent appendage. There is no doubt in my mind that she would benefit from a screen break. But instead of being that mom who limited screen time, I was actually the mom who was the first on the block to get the kids a phone. That did not make me popular among the neighborhood parents. I prefer to know where they are. On the other hand, I have friends who have their adult kids on “find my friends” which would literally put me in a full-time state of panic. There must be balance.

Megan started cutting in 9th grade because she already had a family history of poor emotional regulation combined with an awkward style and no real avenues for getting her feelings straight. Her father was absent and alcoholic. Her mother was a determined and high functioning administrator who was always on the brink of a breakdown, and who could blame her? Therefore, Megan was accustomed to caretaking not care-receiving, which she desperately needed. In therapy, she was able to use her intellect and motivation for good. I encouraged her to think of things in a less catastrophic/dramatic, black and white and exaggerated way. “My boyfriend friended his ex on Twitter” she would say. “So what!” I would chime. “I’m stalking him. I see he’s online at 3am. I saw him with her. She liked his status.” It goes on. Yes, this goes to his character of questionable trustworthiness. But does it REALLY matter? Growing up in the 70’s and 80’s has made me a bit cynical to what real love is (memories of Kramer versus Kramer dance through my brain). I try to get them from point A- everything matters, to point B- nothing matters. “The therapeutic technique most attuned to this might be called Freud-light”. What is getting in your way of allowing this process to work? What is coming up as a trigger/resistance? What can we work through/process/vent/feel/release/analyze or simply let go of to move forward? Nevertheless, the point is the phone doesn’t matter! What matters is can he be at the right place at the right time, can he talk and communicate, can you be friends first and foremost, do you even know him, can he get off his phone…? Megan started putting herself first. She got into the college of her choice. A big girl with body-image issues, she bought herself the shiniest red prom dress I have ever seen and danced right through to morning!

What’s my Theory?

Lest you think that I’m just flying by the seat of my pants, there is plenty of theory to support my approaches. I rely on several methods and philosophies, yet I’m not married to one. I lean toward mind/body (Van Der Kolk, Levine), existential, person-centered (Rogers) and family systems (Haley, Minuchin, Bowen), and group (Yalom.) Much of my work is based on the idea that anyone can relieve anxiety by allowing it to flow through you. Just like going to the gym, anxiety is a habit of mind that if practiced will be reinforced. It’s the faulty circuit of fight or flight. It’s the mammalian brain. The goal (CBT and DBT) is to allow yourself to practice a better way of coping. A way with ease and equanimity; a way with kindness and support. A middle way, a way that allows you to press the pause button while you cool off. Getting flooded by one’s emotions is useless, so learning CBT (“I’m a mess and everything is a mess” to “I made a mistake; humans make mistakes and learn from them” makes good sense.” With DBT, “let me calm down for a second–getting worked up is totally unproductive. I’m just going to breathe and let it pass,” you will most likely get results. What I have not done more of until recent years is appreciate the role of trauma in that it can completely derail or retard the above process to the point of paralysis.

Lessons Learned

Therapists may turn away from working with teens because of their volatility and the resultant risks involved in their care. They flake out of appointments, come late, walk out, don’t return calls, and show up high and hungover. Their parents are often difficult, defensive and in denial. Sessions have to be coordinated with who can drive when, a logistical nightmare from volleyball to work to therapy and back all after a parent has put in a full day’s work. In short, it’s a pain in the butt. Nevertheless, teens are fast learners, quick to laugh out loud, they can cry their hearts out one week and the next week show up like nothing happened. They leave you with all the debris while they move on. My kids started doing this in daycare. Sobbing when I left, then an hour later, having the time of their lives. You simply can’t take it all personally. This takes a concentrated effort on the part of you, the therapist and mom, to feel as deeply and sensitively as they do, and then drop the whole damn thing. Only time can teach you that.

What it has taken me my whole adult life to learn is that there is no absolute answer. There is no one truth. There is no lasting stability. There is only you, open to the shattering of reality, embracing the change; knowing that change is the only constant. My history of loss/resilience/loss makes my therapy genuine. My genuine interest in teens, my blessed gifts from my parents, and my profound belief in being curious is what helps the therapy. It’s the turbulence, the roller-coaster, the deep pain and sorrow, and even the helpless confusion that instructs me how to remain flexible, less anxious, more prepared and physically more resilient (Yoga!). I still crave stability, but I have learned to create it for myself both inside and outside of the therapy office.

Supply and Demand Psychotherapy

I am a believer in psychotherapy. For close to three decades I had the privilege of working with clients as they transformed their lives in amazing ways. Nothing is more satisfying in life than hearing from a former client years later and learning about the wonderful ways their lives unfolded after our therapy was completed. As a psychotherapist, my entire focus was on the person sitting in the chair across from me. I rarely thought about the people who didn’t make it into my office. I didn’t focus on the waiting list or the people who were referred out. I was content and satisfied in providing effective therapy and a great therapeutic relationship to my clients.

When I became an administrator, whose primary clinical responsibilities were to oversee all of service delivery, my awareness of those who don’t make it into a therapist’s office was heightened. I worked in college and university mental health clinics, and the consequences for students who were made to wait were dire. If a student waited four weeks to get treatment for their depression, they were likely to lose their entire semester. If they failed classes in a particular semester, the entire trajectory of their lives could be altered. Their graduation prospects were in jeopardy, graduate and professional school could be out of reach, and job recruiters might very well may pass on them.

As an administrator, I found myself in the intolerable position of determining who would flourish and who would flounder based entirely on the date on which that student sought services. If a student arrived in late August, we rolled out the smorgasbord; group therapy, individual therapy, biofeedback, psychiatric consultation. Whatever they wanted we could provide. In contrast, if a student arrived in early October, they would get a quick triage and then be placed on a waitlist, sometimes for a month to 6 weeks.

Compounding the problem were the obvious differences between the people who came in August and those who waited a few weeks. Students who sought services in August were more likely to have been in therapy before. They were also more likely to come from higher socioeconomic groups-they were more often white. On the other hand, students who waited tended to be from lower SES families, first generation college students and “of color.” We were operating a system that provided advantages to the already privileged, and disadvantages to the already oppressed.

I could not continue to have our agency work this way. I had to find new ways to provide effective help to these young people on their way to adulthood. We needed to increase our capacity without sacrificing effectiveness, knowing we would never be able to hire our way out of our supply and demand problem. Our efforts to solve this problem lead to the creation of my company, Therapy Assistance Online (TAO). Problems of supply and demand are not unique to college counseling centers. Over 106 million people in the US live in federally designated underserved areas for mental health. About 56% of US counties have no licensed psychologists or licensed clinical social workers. We are unlikely to ever meet the mental health needs of the population through face-to-face individual psychotherapy. In digital and online tools and services we have the best hope for putting a dent in the problem.

Our software (TAO Connect, Inc.) is used in 120 college and university counseling centers and we’ve expanded into community mental health centers, employee assistance programs in the US and Australia, a Canadian Province, and two large provider groups. I am very proud to know that our software is helpful to ten times more people than I was able to treat with individual therapy. Recently, one of our university clinicians told me the story of a student whose anxiety disorder was so overwhelming that she had to leave school. She did not have insurance to cover any private therapist, so she worked with TAO’s online CBT for anxiety course. She was able to recover fully and returned to school, and had a great semester. She credited the TAO course with teaching mindfulness skills and learning to challenge her unhelpful thoughts.

As a field we need to explore, develop, research, and test digital and online tools, especially to populations at great risk. Too often mental health apps are developed by software engineers with little or no input from mental health practitioners. Our input is vital if effective tools are going to be developed consistent with what we know works. Practitioners in mental health need to be at the forefront of addressing these dire supply and demand problems and we need to lead in the development of effective tools. We can’t afford to concede our field to software engineers.
    

Why Therapists Choose Online Therapy for Themselves

More and more fellow therapists contact me to seek online therapy (through video-conferencing) for themselves. They come from various places – rural areas or large cities, and from different continents.

What are the reasons explaining this choice?

In a survey that I ran this year with online therapy users about their rationale for choosing this setting, several practitioners happened to be among the responders. One of the reasons they named was that they already knew socially all the good local therapists. This is particularly true for smaller towns and rural areas, but it also often becomes the case after a few years of practice in larger cities.

Another reason is the broadened choice of practitioners. Therapists make sophisticated clients: they usually know what they are looking for, and want a particular approach that may not be available locally. With online therapy, the options are almost endless.

For trainees, having access to a long list of online therapists makes things more affordable, especially for those training in places like New York, California, or London, where the rates of therapists are higher.

Additionally, more and more therapists move frequently to another state, city, or even country. Mobility naturally brings people to online therapy, because when they move they don’t necessarily want to discontinue treatment and start over with a new therapist

My own experience actually combined both – mobility and training needs. When I reached out to an online therapist I was in training, with personal therapy hours to accumulate for my professional accreditation. Simultaneously, I was facing an international move, and it was causing me a great deal of emotional turmoil. It was not my first expatriation, but this time it was hitting me hard – I was feeling uprooted against my will, immensely angry at the circumstances and literally sick with anxiety. I was relocating to a country where I did not speak the language well enough to reach out to a local therapist. A therapist online, with face-to-face sessions via videoconferencing, seemed like a reasonably good option. It turned out to be a bold choice that worked for me.

Beyond these practicalities there is a subtler psychological reason: the feeling of shame.

Marie Adams discusses therapists’ mental health in The Myth Of The Untroubled Therapist: there is a tacit expectation for us, as therapists, to be “all sorted.” But ironically enough, we are not immune to the shame associated with mental health struggles.

Reaching out to a therapist who comes from a different cultural background and lives thousands of miles away can help us overcome the “shame barrier.” Many of my clients acknowledge that online therapy allowed them to jump into it, overcoming the very natural feeling of shame associated with the exposure that any therapy requires.

Among my online clients, therapists make a very inspiring bunch. Negotiating this particular type of peer therapeutic relationship presents its own fascinating challenges. The enhanced face-to-face experience offered by the screen enables intimacy for therapists who often find it uncomfortable to be in the client’s chair or, in this case, on the other side of the screen.

The online option may also foster cross-cultural exchanges beyond borders: there is no better way of satisfying our curiosity about how colleagues work in a different culture. I remember my own excitement as I first reached out to a therapist across the Atlantic.

As with everything new, the very idea of a therapy that is not in one single room but rather through video-conferencing can be associated with some risk-taking. I hear cautious or even suspicious remarks, mainly from therapists who have not yet tried this new way of making therapy happen. This being said, are we not expecting our clients to take risks daily, venturing into new territories? Therapy, by its very nature, is about risk taking, and as our world changes we have to adapt, and possibly take on the role of explorers ourselves. 

The Death of Privacy

Nowhere is privacy more important than in the mental health field. We psychotherapists have always insisted on the highest standard of confidentiality for our patients. We want to be more protective than HIPPA and outdo the CIA in insisting on need-to-know. Even without the absolute protection the law gives attorney-client relationships, we resist whenever possible any intrusions from courts and from government investigators.

This effort has become even more important as privacy has disappeared from our society. People seem increasingly willing, even eager, to open their lives to public scrutiny through social media and other manifestations of the digital revolution. Texting, sexting, tweeting, personal blogging, online forums, and other displays of private, personal information are all too common, even when the consequences are employment problems, public shaming and legal jeopardy. Whether it’s loss of a job or a promotion, or revenge porn, or evidence in a criminal trial, the lesson never seems to be learned. If people want to be foolish in their personal lives, however, it’s their right to do so.

But nowadays many of us lose our privacy even when we want to protect it. Involuntary loss of privacy is increasingly prevalent as massive examples of hacking and the theft of personal information and identities destroys the attempt to keep private data private. Already, tens of millions of online medical records have fallen prey to malicious hackings. In our field, patients are routinely forced by third party payers to surrender their personal health data or lose their insurance coverage.

And now, a new and growing threat to the privacy of mental health information is the Electronic Health Record (EHR). With the government making the EHR a legal requirement, imposing fines for non-compliance and threatening to withhold reimbursement, the EHR is no longer a choice for many and soon might be universal. Even apparently benign uses of this data can lead to unauthorized disclosure when the EHR is shared with other providers, whether they be for medical, legal or justifiable mental health purposes. Once the information is out of our hands, we can no longer apply our standards to its release. The EHR represents a clear and present danger, but, unfortunately, it is also a legal document and cannot be entirely avoided.

The only remedy to this growing menace is to limit what we put into the EHR to the absolute necessary minimum. Examples are legally required data, such as the date of service, the next scheduled meeting, and any specific advice or prescribed treatment. We should also include any perceived risks, such as suicidal intent, and, most important, what steps we plan to take to mitigate them. Add perhaps any communications from other providers or significant sources of external information. In short, we are legally required to preserve any data that forms the basis for patient care.

We may also need to include the diagnosis, although that piece of data is the most problematic. Psychiatric diagnoses are simply observations that have been codified to facilitate communication and allow research comparisons. Nothing, however, embodies the stigma attached to mental illness more than a diagnostic label. In the EHR, available to all providers within the system and, through third party records, to anyone who ever provides care to that individual, it is likely to prejudice others against our patients and clients. Because it can bias the attitude of other caretakers, it may result in skewed, limited or even injurious treatment in the future. Where possible, we might use a brief description rather than a formal diagnosis. If that’s not feasible, then at least we can choose the least negative label available.

All the rest of what we’d like to memorialize—process notes, observations, plans, speculations and other insights—should be kept in a separate, non-digital record. Here is where paper is the best option. Paper can’t be hacked, won’t leave our control unless we want it to, and can be thoroughly and completely destroyed. No computer technician can retrieve the data from paper the way deleted material can be retrieved from a digital source. Paper can’t be squirreled away forever in a “cloud” server.

In our paper-based patient file—that only we ourselves will ever see—we can record anything that does not directly relate to patient care and that we would never want to release. After treatment ends, we can shred (or burn) the patient’s paper file and be confident we have protected both the patient’s privacy and our own standard of care.

Are High-Risk Clients Suitable for Online Psychotherapy?

Into the Virtual Unknown

When we first began practicing online via the Skype interface, each of us felt a similar trepidation. Four or five years ago when we started, online psychotherapy was in its infancy and there were no supervisors or established authorities to guide us, so there was an understandable fear of the unknown.

We also worried about mastering the technology, as neither of us is particularly skilled in computer matters more complicated than word processing and email composition. Should we use built-in or external cameras? Should we use headsets with boom microphones? How fast of an Internet connection did we and our clients need? And perhaps unnoticed at the time but inspiring a subtle anxiety: “Would we be less skillful as therapists, less confident in our abilities, when we no longer met with a client within the authoritative confines of our own offices?”

Another source of anxiety was deciding which clients to accept for online treatment. Uncertain of our ability to work in this new format, we originally believed that we ought to confine our online practice to high-functioning clients—people who’d be able to sustain the supposedly less intimate form of contact and, with only a screen image for bonding, wouldn’t feel detached or abandoned. High-risk clients such as those who self-injured or posed a risk of suicide were definitely off limits. Today, when we discuss the subject of online therapy with some of our colleagues, we encounter similar questioning, and sometimes profound skepticism.

Over the ensuing years, we’ve both become entirely comfortable with the technical interface offered by Skype and confident in our abilities to provide quality online psychotherapy. With experience, we’ve also come to feel that the population of clients who might benefit is much larger than we first believed. There are still limits, of course, especially when there is a serious risk to life or when a client is psychotic; but based on the past five years, we’ve found that nearly all prospective clients can benefit from online psychotherapy.

Joseph first began to envision a larger scope to his potential online practice during his early work with a client who had concealed the extent of her involvement with self-injury at the beginning of treatment.

Anastasia pushed the scope of her work when an ongoing client she had started treating face-to-face in Spain for acute panic attacks had to return to Russia: Transitioning to online therapy was the only way to continue working with her.

Danielle and Olga are two clients who didn’t at first appear to be good candidates for online psychotherapy as they both displayed ongoing instability in moods and behaviors.

Danielle (Joseph’s client)


Danielle had followed my blog for a couple of years before she contacted me for treatment, not long after I began working by Skype. On her client questionnaire, she disclosed a history of self-injury but described it as minor, under control, and not life threatening. She insisted that she wasn’t suicidal. In our email exchanges prior to scheduling a first session, I told her that I couldn’t see her less than twice a week; otherwise, I didn’t feel we’d have the conditions to manage her issues. If I’d been seeing her in person, I would have required the same twice-weekly sessions.

During our first exploratory session, before we committed to working together, I made sure that she had an adequate local support system in case of emergency. Danielle assured me that, if she did at some point feel suicidal or if self-injury became a much larger issue, she had resources to contact: her pastor as well as a local therapy practice to which her prior therapist had belonged before he moved to another city. Danielle was familiar with emergency medical services and knew whom to call. Although I felt a little apprehensive about her history of self-injury, I felt that we’d established the conditions necessary to begin treatment.

From the beginning, Danielle and I developed a strong working relationship. Because she’d read every one of my blog posts, many of which are quite revealing, it didn’t feel to her as if I were a complete stranger. I found her endearing, engaging, and a pleasure to work with. In her line of work, Danielle managed a team remotely and held daily meetings by Skype, so she was even more comfortable with the medium than I was. We met twice a week on Tuesdays and Fridays. It soon began to feel to me no different from meeting a client in person, as difficult as that is for professionals who haven’t worked by Skype to understand.

Although she didn’t disclose the full details of her past until much later, Danielle let me know early on that she’d been sexually molested by more than one of her stepfathers beginning when she was 7 years old. She also told me that her mother had looked the other way when a family friend began abusing Danielle later on; the mother needed the man’s help and essentially gave away her daughter in exchange for it. This arrangement went on for several years.

A month or so into treatment, it became clear that Danielle’s involvement with self-injury was far from “minor”; she admitted that she’d misrepresented how serious it was out of fear that I wouldn’t accept her as a client if she’d told the truth. In fact, “I probably would not have taken her into my practice had I known.” Relatively inexperienced in working by Skype at that point, I would have assumed that a client who self-injures needed the more immediate contact afforded by in-person therapy.

Minor hair pulling, pinching, and scratching helped Danielle to manage her emotions most of the time—she’d explained this to me at the very beginning. But as I later learned, when conflict arose with her ex-husband or work became especially difficult, she’d cut herself with razor blades to find release from emotions that threatened to overwhelm her. During that stressful period, a month or so into therapy, cutting had become a daily practice.

By that point, I’d already developed a strong connection with Danielle and didn’t feel I could simply stop working with her, although I did feel more anxious about her welfare. At the same time, I wasn’t frightened and didn’t make Danielle sign a contract binding her not to cut as a condition of treatment. I’ve worked with other women who self-injure and understand the dynamics of emotional self-regulation involved in cutting. I felt that together, given our strong working bond, we could help her find healthier ways to self-soothe.

A complicated transference relationship soon developed. While on one level, Danielle idealized me and developed some sexual fantasies about the two of us together, on an unconscious level, she also struggled with a great deal of rage toward me, displaced from all those “fathers” who should have looked after her but instead exploited her as a sexual object. The cutting also had more than one meaning. It provided emotional relief, as I’d seen with other clients, but it also gave Danielle an outlet for the rage she felt. As I put it to her during our sessions, she couldn’t hurt me directly but she could get to me by hurting my client.

To confront these emotional dynamics, along with one’s own anxieties about clients who self-injure, often makes professionals unwilling to take such people into their practice. It can be quite scary, especially when these clients often want to scare you. Sometimes it’s because they want you to come to their rescue; sometimes they want to “prove” they can be more powerfully destructive than you are creative; sometimes they need to express the rage they feel for having been helpless and exploited. Bearing with these emotions without becoming terrified or enraged yourself is a major challenge for the therapist. Most professionals understandably worry about a malpractice suit if a client actually were to kill herself. Nobody wants the guilt and regret for having “failed” a client who committed suicide.

But in my experience, the emotional dynamics and therapeutic methods for understanding and coping with those who self-injure are the same with both in-person and Skype clients. I made the same sort of interventions with Danielle as I’ve done with clients I’ve met in my consulting room. By remaining calm and engaged with her, and not retreating in fear or anxiety, I helped her over several years to find better ways to cope with her emotions.

“We survived a period of intense cutting, when severe blood loss brought on heart palpitations, and she began reaching out to me by email between sessions.” Although I don’t normally encourage email contact, I welcomed Danielle’s communications, just as I would have welcomed emails from a self-injuring client I was meeting with in person. Sometimes that extra contact during breaks is needed to support clients in their struggles to take better care of themselves. By the end of our treatment, self-injury truly had become a minor issue.

Early on in my practice by Skype, this experience with Danielle taught me that distance therapy is suitable for many more potential clients than I would have imagined. If she hadn’t concealed the extent of her self-injury at the beginning, I might never have learned this valuable lesson.

Olga (Anastasia’s Client)


When Olga reached out by email, I’d already had experience working online with complex cases. Olga had fled the war in her country and now lived in Prague as a refugee. Her existence was precarious in every possible way; she did not speak Czech and, feeling isolated, was barely able to navigate her new environment. She complained about panic attacks, depression and an “acute desire to die.” For several days previous to her “cry for help” (these were the exact words she chose for the “subject” of her first email), Olga was unable to leave her room and the only “food” she was able to consume was coffee and cigarettes.

I agreed to meet for an introductory session to see whether I would be able to help her. “While I felt an obvious sense of urgency and a natural desire to rescue her, I also secretly planned that after this first conversation, I would refer her to a local English-speaking therapist.” I usually try to avoid any rigid diagnosis, but I suspected that Olga might be labeled as “borderline” and could probably benefit from medication.

Only later, several sessions into our work, did I realize the full extent of Olga’s issues: She experienced social phobia and agoraphobia, was mildly self-harming, and felt suicidal most of the time. The level of isolation and despair she was experiencing at that point made it impossible for her to get out of her room, to struggle with an unfamiliar language or navigate foreign streets, and to engage with a local in-person therapist in her wobbly English.

There were several occasions in the early stages when I questioned my decision to welcome Olga as an online client. We were in the middle of our third session when she suddenly announced: “I need a break, just for a minute,” and she abruptly disconnected. “I sat there, in front of my painfully empty screen and thought to myself that I had lost her.” The intensity of the emotional response that she had read on my face must have made her panic. To see her own unexpressed pain reflected on somebody else’s face was too much for her.

In the chat box, I let her know that I would prefer to remain online whenever she felt overwhelmed by emotions. I was able to keep calm and stay connected without the sort of unpredictable outburst she would typically have received from her mother. Was it ok if I called back? A few minutes later, when we resumed our conversation, she was ready to reflect on what had happened.

The idiosyncrasies of an online setting allowed Olga to regulate her own risk-taking behavior and vulnerability. Temporarily logging off when she felt overwhelmed and then reconnecting once she had recovered was an empowering experience for someone who had been feeling hopeless and depressed for a long time. Such experiences, if used mindfully in the session, often provide great grist for the psychotherapy mill.

At first when we were connecting, Olga would be sitting on the floor: She felt too weak and too ashamed to hold herself upright. In a more traditional setting, the client is forced to adapt to the therapist’s environment. With clients who carry some deep psychological wounds, this can be simply impossible at the beginning of treatment. “The fact that we meet the client in his or her own environment opens a window into the client’s experience: Seeing Olga curled up on the floor of her untidy room, I could sense her shame and fragility.”

Later in treatment, on the day I saw her sitting upright in a chair, with her laptop on the desk in front of her, I knew we’d made some serious progress.

Several months later, when she had more fully recovered and was resolving her current life situation, I asked Olga to share her experience of working with a therapist online. I also informed her that I would use her account in an article. This invitation offered a therapeutic boost to her broken self-esteem: It let her know that not only was her opinion valuable for me, but it could also be of use to others who might also feel isolated and in desperate need. This is what she wrote:

“I remember that day when in the half fog, in the total despair, I plucked up the courage to write you an e-mail. After several attempts to commit suicide, after repeated uncontrollable impulses to harm myself, after feeling myself to be absolutely unfit to live, after realizing I not only can't carry on living like this but don't want to, and it would be better to die right now, what could I do? I could write an email. I didn't have anyone, anything, I wasn't even myself—that in short is how you could have described my condition. My Internet had been paid for. I talked a lot during our first conversation; you gave me this opportunity. I talked and you listened to me until I could get my breath back. I sat on the floor, leaning my back against the wall. Via Skype I could see on my familiar iPad, the calm, compassionate expression of an unknown face on the screen. I knew that at any moment I could press the button and ‘hide.’”

Olga took a huge risk, reaching out when her trust in herself and the world was broken. Now it was my turn to take the risk and be there for her, even if my support would be limited to the screen during our twice-weekly sessions.

Such limitations may at first seem like an obstacle to working with more challenging cases, but they often end up playing an important role in containing people who feel torn and fragmented: They allow these clients to regulate the intensity of the contact, and empower them to make choices about the physical conditions of the session. In the case of Olga, the choice about where and how to sit, and how long to stay connected, helped her to become more aware of the process and of her connection to me. This awareness gave us both insight into our quickly evolving relationship.

Working online with clients who are deeply distressed makes therapists keenly aware of the absence of touch. We cannot shake our client’s hand when we greet them at the door, we cannot offer the same warm gesture at the end of each session. Any online therapist is familiar with this frustration. But with Olga, this physical distance helped her to trust me enough so that she could engage in the process. Olga’s mother had touched her daughter in many abusive ways, asking to join her in bed and to give her endless back rubs. At the initial stage of our work, Olga knew she was safe and out of reach.

Like many online therapists, I often work with clients who are experiencing some form of displacement. Olga’s case may seem extreme, but what she was experiencing in an acute form (due to her precarious refugee status, her traumatic history, and a very particular sensitivity) is familiar to many emigrants as an unavoidable part of their lives. The benefits of online therapy for such individuals cannot be over-estimated. In the case of Olga, before we could get anywhere close to her borderline mother and the abuse she had experienced throughout childhood, we had to deal with the harsh realities of her current living situation: her fear of going out to buy groceries, her inability to engage with others, her disrupted sleep patterns and her struggle to feed herself. At this initial stage, the fact that she was able to connect with me from her own room—the only “safe space” she knew—became crucial. This is Olga’s account:

“… [A]t the very beginning, I deliberately focused my attention on ‘my familiar iPad.’ It has a small screen. For the first few sessions I didn't expand the window to full screen, after several sessions, I tried it for the first time, then forced myself and then I wanted to… Skype therapy was the only therapy possible… I am located within my ‘familiar space.’ I look at your face on the ‘familiar screen.’ I can sit there in whatever clothes suit me and with my hair unbrushed, with my legs pulled up under me, and thus I learn what I am and I don't have to pretend. I am not ‘attacked’ by the details of your room, my consciousness ‘does not float away,’ it doesn't get distracted… and when we finish the session, this screen, this room remains with me. Several sessions ago I was unbearably frightened after each session—do you remember the cries for help in my messages: ‘How can I live each minute?’ Then it became a little bit easier to finish a session and leave myself at least a small drop of the sense that I exist, when we aren't talking any more, I am in a familiar place, as before everything threatened me including myself and I was ‘on the lookout,’ but I can stay at home and immediately crawl under my blanket or continue to sit in the same place, giving myself time to get up and go and do something, however small.”

It took us a few sessions before she was able to follow my advice and reach out to a psychiatrist I had located for her in Prague. She agreed to take medication, which quickly improved her sleep and her concentration. The risk she took in leaving her room and meeting the psychiatrist was our first victory, a testament to our growing therapeutic alliance.

As is often the case with deeply troubled clients, Olga’s childhood had been catastrophic: She grew up in a dark, cold and neglectful environment. Her mother was unpredictable, volatile, and emotionally and physically abusive. She had never been diagnosed, or sought treatment, but her behavior indicated some severe personality disorder (probably BPD). Olga’s father was drunk every evening, and later in life discussed his suicidal urges with no regard to his children’s feelings. Her parents divorced when she was seven, and after that, her eight-year-old brother was supposed to take care of her. Both children cooked, earned money as they could, cleaned the apartment and protected their mother from distress. They knew far too well how violent and terrifying she could become when upset.

Throughout her life, Olga had felt completely responsible for her mother. She continued sending her money (often the only money she had) and supported her mother’s myth about her sacrificial parenting. This came at a high cost; her dysfunctional mother had taken up residence deep within her own bowels. Olga’s behavior toward herself and in her relationships with others mirrored her mother’s shaming, persecutory, and abusive manner.

In the course of our work together, Olga began to experience some intense kidney pain and vomiting, which did not seem to have any purely physiological reasons. On a psychological level, it marked the beginning of a separation and liberation process and an important stage in the therapy. As Olga struggled to separate from her mother, I stayed as “close” to her as I could. We met twice a week, sometimes more, when she was feeling particularly fragile. Through my screen, I bore witness as she relived many painful moments from her childhood; as a new narrative of her life emerged, she began to feel more alive.

As is often the case with online therapy, boundaries were easily challenged. Olga would reach out frequently, sending me distressed messages via the Skype chat box. Initially I felt stressed by these intrusions, but once I addressed the issue openly with her, we agreed on some simple rules: I wouldn’t always respond straight away, or would sometimes just confirm that I was there and thinking about her. This reassured her as to healthy nature of our relationship, strikingly different from what she had experienced with her mother who had constantly pushed, violated, and dismantled boundaries with her violent emotional storms.

The fact that I was located at a safe distance, in a different country, permitted her to experience separateness and create a safe space around her. Soon, she was able to fill it with her own thoughts and desires. Our relationship was by definition at a physical distance, so different from what she had experienced with her mother: They had lived together in the same small apartment for more than twenty years. At crucial moments, this distance and our limited physical access to one another kept us both safe.

Olga went on to experience powerful emotions of hatred and anger, which she could never have expressed to her mother. As for me, the “safe distance” offered by the online setting helped me to be “there for her” at those difficult moments without letting these emotions sweep me (and our relationship) away.

Towards the end of our work Olga regained the ability to deal with her every-day reality. She slowly resumed her daily activities and began engaging with others in healthier ways. For the first time, her life felt like it was actually her life, separate and apart from her mother.

Taking the Risk


In the process of dealing with such difficult cases, we’ve developed some useful strategies. At the outset, we always discuss the limitations of online therapy with new clients, stressing the fact that it doesn’t allow us to be physically present when we might like to be. Addressing this reality openly allows us to model ways of dealing with the frustrations and the limitations of a distance relationship. This modeling is extremely beneficial, particularly for those clients who have little healthy experience with appropriate emotional bonds or are confused about their own personal boundaries.

While we typically meet with our online clients weekly, we tend to offer a more intense rhythm in more challenging cases. In the two cases described above, we met with our clients twice a week, and sometimes more frequently when major shifts or breakthroughs were occurring.

We also found that online clients reached out to us between sessions more often than usual, and responding to their emails turned out to be a very important part of the therapeutic process. While we usually expect in-person clients to cope with the inevitable lack of contact between the sessions, this is sometimes too much to ask of online clients, giving the physical distance. Responding, briefly but mindfully to their emails, helps these individuals to maintain the sometimes-fragile connection. While this places an additional demand upon the therapist’s time, it can be crucial at some stages of the client’s recovery. Once the client starts to feel stronger, the email flow usually diminishes naturally.

In cases involving some serious disturbance, we can also insist that the client meet a psychiatrist in person. We typically raise this subject several sessions into therapy, once a good therapeutic alliance has been established. Even with the most resistant clients, this strategy eventually works out well once they’ve developed enough ego strength and trust in our support to take this challenging step of consulting with a psychiatrist and eventually taking a prescribed medication.

“Expanding one’s practice to the online realm can feel risky, and to accept clients with major disturbances can feel even riskier.” As with any venture into the unknown, however, the effort may widen our perspective: What we had felt to be out of reach suddenly becomes possible, at least with some of the people who approach us for treatment.

And in taking such a risk, are we not modeling something important for our clients?

House Call Revival

Welcome to my house.

We had been meeting for a month already, but this was the first time Nick connected from his flat for our weekly online psychotherapy session.

Because of our time difference—I am based in Europe, and Nick lives in the US, we were usually connecting during his early morning hours. I was by now fairly familiar with his work surroundings: a small office cubicle, neon lights, grey doors shut tight.

This time everything was different, and Nick looked younger and more relaxed. He was sitting on his tattered couch, and I could spot on the wall behind him a superb black-and-white photo of a beautiful model. It was certainly one of his own works—Nick was a successful fashion photographer.

Suddenly he volunteered to show me around, surprisingly eager to invite me in. And I quickly discovered, why. A wobbly image appeared on my screen: a tiny flat, barely lighted from a single window, some dirty dishes in the kitchenette, and a messy pile of clothes on a chair.

Up until this moment, I had seen Nick as anybody else “out there”—an extremely successful, nice-looking and polished man with a promising future in the glamour industry.

But now, he trusted me enough to show the other, well hidden, side of his identity—the one of an immigrant from a poor background, fighting for survival in a foreign capital.

Now I had an opportunity to appreciate first-hand the contrast between the two facets of Nick’s inner reality. As I discovered during our session, his “glamorous” dates had usually disappeared from his life after seeing this “other,” shadowy side of him. After a glittery night in a fashionable club and a drink at his place, they would dissipate in the morning light. They would never return his calls afterwards. Sharing this, a deep feeling of shame emerged in Nick.

As I expected, after this “house call” Nick cancelled the following session, and during several weeks tried hard to make me feel useless. But our therapeutic relationship survived, and once the shame finally stepped back, we could resume our work together.

Our further work naturally evolved from exploration of this internal split. Nick was now ready to get in touch with his more genuine desires and motivations.

“Do home visits,” Irvin Yalom advises in The Gift of Therapy.

And this is exactly what I am doing in my online practice. Or, at least, this is the way I like to see it.

“Home visits are significant events, and I do not intend to convey that the beginning therapists undertake such a step lightly. Boundaries first need to be established and respected, but when the situation requires it, we must be willing to be flexible, be creative, and individualized in therapy we offer.” Yalom wrote these lines at a time when online counselling had not really developed yet.

Decline and Revival of the House Call

From the earliest days of professional medicine to fairly recently, it was common for doctors to make house calls. Usually it was a general practitioner, a family physician armed with his Gladstone bag, coming to the patient’s bed. And if somebody were suffering from a mental problem, he would be seen by a priest, rabbi or any relevant spiritual authority, or left alone, living within the society as the village foul.

With the general specialization of medicine and its technological development, mental health practitioners have ended up locked in their therapy rooms, well protected from the unexpected. In America, house calls have fallen steadily down the list of medical priorities since the end of World War II. And the same trend has affected all Europe.

But recently there have been signs of a revival of the house call; for example this story published in the New York Times about a physician's assistant making house calls in New York. This initiative is isolated though.

Oliver Sacks had also visited one of his patients in her home to explore her way of dealing with a rare neurological condition: “I could get no idea of how she accomplished this from seeing her dismal performance in the artificial, impoverished atmosphere of a neurology clinic. I had to see her in her own familiar surroundings.” But these reassuring visits from an audacious doctor are rather an exception, mainly reserved for the rich and mighty. Most of the American and European population makes do with the “impoverished atmosphere” of a medical practice.

Why, apart from the time and money aspects, do home visits seems so bold and risky.

This warning from Counseling Today, a publication of the American Counseling Association, seems to answer this question: “A private, sterile and quiet setting for counseling may be difficult to realize in the home. Expect the unexpected. Other family members, pets and visitors may not respect or be aware of the boundary issues inherent in a counseling relationship.”

This “expect the unexpected” sounds familiar to any therapist who practices online through videoconferencing. Sometimes our webcams let us see our client’s children and pets, as explored by Joseph Burgo in the New York Times. As result, managing the boundaries easily turns into a tricky task.

When we enter the physical realm of our client, we instantly meet with the full complexity of his current existence, and not only its inner components. There is so much more to deal with than in our own “private, sterile and quiet” therapy room.

From the professional anecdotes shared by my colleagues, as well as in my own experience, the online setting brings up anxiety and suspicion amongst some of our peers working in a more traditional setting.

In other words it also feels bold and risky, exactly as the practice of the home visits does.

Lightly or not, any therapist starting to offer his services online undertakes such a “risky and bold” step automatically. The problem may lie within this “automatic” component: connecting with the client through a videoconferencing system, we are almost instantly propelled into his physical realm. The client’s interior opens up for us with just one easy click. In the past, to make a home call, the therapist had to drive or to walk; some conscious physical effort had to be made before he would stand on his client’s threshold ringing the doorbell.

When we meet with our client in his own home, we gain an instant and direct access to some of the things clients usually “tell us about.” These unexpected intrusions and visual clues enrich the peculiar “here-and-now” of every session, with, as counterparty, a loss of control over the environment.

Something similar happens whilst working online: anybody can enter the room from which the client connects, and thus interrupt the session. Distance makes any direct impact on the client’s space impossible. The therapist does not have any control over it; he can only witness what is happening “on the other side of the screen.” This situation naturally triggers therapist’s anxiety.

Boundaries, previously so neatly limited by the walls of our therapy rooms, get more easily blurred in the online work. Clients tend to feel less committed to this “virtual” relationship, and they do not grow attached to a specific physical place. In the peculiar online reality, we are introduced into our client’s homes before properly attending to the boundaries.

To deal with this situation on a daily basis mindfully demands flexibility and creativity. Friends and colleagues often ask me which way of conducting therapy I find easier, in person or online. I generally find that the online work is more demanding for the therapist, often draining. There is more to deal with, in particular all the unexpected intrusions and the wealth of material spontaneously emerging from the visual clues received from my client’s environment.

In the example of Nick’s session, the effect of his dirty laundry and unwashed plates was added to the normal unconscious processes happening between the two of us. As doctors who have been practicing home visits for years, an online therapist develops with time a particular mind-set, a lynx eye for the visual clues and a new, very particular pair of “rabbit ears,” adapted to this specific “here-and-now.”

A few years back, I saw a client in the hotel room where he was staying, grounded by panic attacks partly triggered by the coldness of that very room. André had reached out to me as I was at the time practicing locally in Spain but in his native French as well. He was in Spain on a 4-week business trip, but could not get out of his room on the third day, out into this foreign city that he perceived as dangerous and unfriendly.

I drove to his hotel daily for two weeks, usually in the evening. On that dark road in the middle of some unfamiliar outskirts of Madrid I felt anxious and unsettled by this potentially unsafe situation. I made sure my supervisor was aware of this happening and a friend had the hotel’s name and was waiting for my call at the end of every session hour. At the end in that hotel room there were two people scared to death, and I was the one attending to all this fear.

Now, a few years later, I would have simply connected with André through a videoconferencing system. I would certainly have felt safer, separated by the physical distance from this stranger in pain, but would I have been able to respond as effectively to his panic attacks?

Let’s explore what would eventually have had been different.

The fact that I was willing to make such a considerable effort as to drive to his hotel located far away from the city center facilitated the development of our therapeutic alliance. André got strong and tangible proof of his own importance to me. As result, he could trust me quickly, and a very particular kind of kinship (we were both strangers in this city) developed between us.

This alliance would have been much more difficult to build in an online setting, and very probably André would have not been able to engage with me in the same intense way.

Being physically let into this anonymous hotel room helped me to relate more authentically to André’s current experience. The anxiety I was experiencing was partly my own feeling in response to the unsettling conditions of our sessions, partly his mirrored terror. That hotel room was an unfamiliar, foreign space for Andrew as well as for me. I could easily relate to his experience of being lost, trapped and terrified.

When he was lying on the top of his bed, battling with overwhelming symptoms of an acute panic attack, I was able to hold his hand. At moments he was convinced he would die in this foreign city, and as he shared with me later, reflecting on these first days of our work together, this simple physical contact was what allowed him to believe in transience of this terrifying experience. He suddenly was not alone in that dark and deadly place.

This simple physical touch would have not been possible in the online setting. I would eventually have managed to compensate with some verbal stroking, but that would take much more time to sink in. And, maybe André would not have believed my willingness to be there for him after all.

I am also aware of the fact that maybe at the time when André reached out to me, his level of anxiety was such that he would not be able to tolerate the frustration and separation anxiety, that are intrinsic to the distant nature of online therapy.

When André’s panic attacks stepped back enough in order to enable him to fly back home, we eventually reassumed our work online. Through the webcam’s eye I could now discover some of his original surroundings: his bedroom, his office…

That was a very different experience altogether. I was not physically there, and some of the information was out of my reach (the smells from the kitchen where his wife was cooking dinner, or the view from the unique window of his room). But I was still able to grasp some precious components of his existence: the picture of his wife and kids on his office desk, or his surprisingly assertive and slightly aggressive voice that he used when a younger colleague would suddenly introduced himself into his office.

Working with this particular, moveable (as he kept connecting from different spaces at different times) “here-and-now” I could gain some further understanding of his life in that particular place—a small French city that I would almost certainly never visit.

Soon after returning home, André decided to stop therapy… abruptly and too soon, as I thought at the time. But he felt that his partner, who was now aware of his mental health problems, was now able to give him the necessary support.

Transitioning from one type of space to another—from that concrete hotel room to the virtual space of the online—was certainly far too premature for our new born therapeutic relationship. But somehow the authenticity and the immediacy of the experience we both had in the two weeks of my “home visits” gave him enough relational nurturing in order to strengthen his relationships at home.

“…We must be willing to be flexible, be creative, and individualized in therapy we offer.”
Both online work and home visits naturally induce therapist to a greater flexibility and creativity. Every client’s physical realm is unique, shaped by the realities of the place itself and the people who inhabit it. When the therapist is immersed, physically or virtually, into this realm he can only feed the work on it, adapting the therapy he offers.

Putting the online work into this perspective, allows every session to develop into a particularly significant event—a second best for a home visit.

Maybe the house call is finally back, but in a new form. Technology has developed, allowing therapists to penetrate into their patients’ homes without moving from their own practices or apartments. This change can become an opportunity to revive the old home-visit tradition—the most relational and supportive approach to healing. And this now can be achieved with a reduced cost and an extremely inclusive reach, not limited by the geographical location of the therapist or the client.

The Secret to Getting More Therapy Referrals from Smartphone Users

The shift from desktop/laptop computers to mobile devices—especially smartphones—has progressed faster than anyone predicted. In most parts of the United States, it is now typical for over 50% of searches for therapists to happen on iPhones or Android phones. Google itself admitted in May 2015 that there are now more searches on mobile than desktop/laptop computers. And while Google commands only about 67% of desktop/laptop searches, they control over 80% of searches on smartphones.

On the surface this would seem like a bad thing for private practitioners: a smaller screen that can only show a tiny part of your website; more distractions through nearby apps; and even shorter attention spans than on computers (around 8 seconds according to a recent Microsoft study). Does this make internet marketing, already a very competitive endeavor, even more difficult to succeed in?

Not necessarily. The fact that people are searching on a phone that knows its location, and can communicate easily with the outside world is an enormous opportunity to generate even more referrals to your practice. To take maximal advantage of this opportunity, you will need to do five things:

1) Take Google’s Mobile Friendly Test—Google will severely penalize websites that are not deemed “mobile friendly” by their free test.

Google wants to see a “responsive design” that automatically reformats based on the size of the screen. They also want to see buttons that are large enough for human fingers to touch and spaced far enough apart to not be confusing to the user.

2) Be Sure you Have a Verified Google Profile—go to www.google.com/business and be sure your business has been verified and is active in the Google system, and that your address and phone number are correct.

3) Add TEXTING as an Option to Contact You for Initial Inquiries—to take advantage of the fact that texting has become the preferred mode of communication for many people of all ages, be sure you offer this option for people looking for a therapist. If you don’t want to use a real cell phone number, simply get a free number in your area code to use exclusively for texting at Google Voice and configure the settings so you get an email every time someone texts you. And if they text you, call them back, do NOT text them back.

4) Be sure options for phone, texting and email are shown at the TOP of every mobile page. People do not scroll down mobile pages very far.

5) KEY ITEM: Make sure that ONE TOUCH is all it takes to initiate a phone call, text or email to you. No one will copy and type in your numbers or email address.

TWO BONUS ITEMS:

6) If you use Google AdWords, be sure you are using Call Extensions to enable people to call you directly from an ad.

7) Get rid of those cute Social Media icon links on your mobile pages. The last thing you want to do is invite someone to socialize when they finally get to your page. The chances of someone contacting you after going to the multiple distractions of Facebook is essentially zero.

Using exactly these items, I have been generating over 60 calls and 20 texts a month to my psychotherapy practice. We all would rather get phone calls to our office than visits to our website, and this is the exact formula to make that happen. And the trend toward mobile is only going to accelerate in the coming years. Take advantage of this opportunity now!

Hide-and-Seek in Online Therapy

I thought we had our session today…

My client Jane was right, I had just missed the therapy session we had booked. It had not happened to me before, and I felt guilty.

Online therapists know how the virtual and body-less nature of the encounter makes it easier to fail each other, be it for the client, or for the therapist. The precious relational tissue seems even more fragile. I always attend to mending these ruptures as well as I can, but with Jane I had struggled. She had that particular quality which made her slip away from me as soon as our sessions were over.

Winnicott often came to my mind when I thought about Jane: “It is a joy to be hidden but disaster not to be found.” We all play hide-and-seek with others, and the therapeutic relationship we develop with our clients is no exception. A therapy room easily turns into a perfect place for hiding, with its couch, so inviting to hole up behind.

Jane was skilled in hiding.

The day we connected for our first session, her camera was off. All I could see was her profile picture, with her face concealed behind a pair of fancy sunglasses. It took me some time to convince her that seeing each other was essential for her therapy.

She finally switched on her webcam. She actually looked younger than her picture, her body language transmitting bubbles of anxiety.

Further on, Jane would typically connect from a poorly lit room, with a window behind her, darkening her traits against the light.

Or she would choose a place with a poor Internet connection to call me, her face blurred into a pixelated image.

Reflecting with Jane on her choice of having a therapy online, we ended-up realizing how much this was an integral part of her unconscious hiding strategy: the distance between us preventing me from getting too close, close enough to eventually find her.

She had come to see me about her binge eating and compulsive dating, but her main complain was about the shallowness of her relationships, her inability to get truly engaged with others.

When she finally trusted me enough to share her early history, I could discern its emptiness, a lack of emotional closeness with her depressed mother and alcoholic father. She never expressed anger or resentment towards her parents. She seemed indifferent, empty herself.

She was unconsciously inducing me to forget her, but what she craved for was to make an impact on me, to be remembered, and cared about. Emotionally, she was that child kept hidden behind a couch. Torn between the desire of closeness and the fear to be discovered, she felt consecutively manic or depressed.

Did she really want me to find her? Or was she comfortable and feeling safe in her dark hiding place? She would steadily turn up for our weekly sessions, and that made me hope.

Eeny, meeny, miny, moe… was I counting, every week, looking for her on my screen.

The more she pushed me away, the more I made it clear that she would always find me there for her, counting, seeking her out.

You are really stubborn. She once said, and I thought she would send me away with a simple mouse-click. But she did not, and we kept playing the old game.

My stubbornness responded to her need for consistency.

Eventually, Jane became convinced that I would not abandon the game. She had learnt to count on me. She did not completely give up her ‘behind-the-couch’ corner, but she allowed me in sometimes. Then we would sit there together, in the darkness and dust. Sharing that space with her, I often felt suffocating and anxious to get out, but at the same time terrified to be left there forever. Those moments were the hardest in the sessions with her, but they also helped me to understand how it really felt to be forgotten.

Jane’s therapy is finished for the time being. She went out of my screen, with her usual grin, and I wonder: was I able to make up for those who had abandoned her, hidden and forgotten?

I can only hope that our virtual hide-and-seek practice will have helped Jane to be finally found for real, by somebody in flesh and blood.

Lynn Grodzki on Building a Successful Private Practice

Vocation vs. Occupation

Rachel Zoffness: Lynn Grodzki, you are a business consultant, therapist, and author, and you recently put out a second edition of your book, Building Your Ideal Private Practice. I’m really looking forward to learning from you today.
Lynn Grodzki: Thank you.
RZ: It’s an interesting challenge that therapists face when we finish grad school because we have so much training, and yet we know so little about the business side of things. Starting a private practice can be really overwhelming. When I passed my licensing exams, I was shocked by how hard it was to find even basic guidelines for how to start a private practice. I ended up meeting with mentors and friends in the field to try to find my way. What are your suggestions for therapists to shift into more of a business mindset when first beginning their practice?
LG: Well, first of all, I just want to validate your situation. When I was getting my graduate degree as a social worker, I also was surprised that they didn't include any information about practice development, and I found that that was pretty true of a lot of graduate programs.
A lot of therapists have never been trained in developing business plans, and so they end up just making do with whatever comes their way instead of planning and working toward pre-meditated goals.
I had been in small business prior to being a psychotherapist, so there was a lot about business that was familiar to me. I started out teaching classes and courses to therapists because I wanted to see them succeed, and as I worked with them over time, I saw that there were a few fundamental issues therapists faced right out of graduate school.

One is that they don’t seem to have an understanding of the difference between a vocation and an occupation. With an occupation, you really want to do things in a business-like way, but a lot of therapists see that as an affront to their idea of a vocation. It’s almost as if they’ll run their private practice as a hobby instead of a business.

An additional challenge is that a lot of therapists have never been trained in developing business plans, and so they end up just making do with whatever comes their way instead of planning and working toward pre-meditated goals.

RZ: What’s the best way to write a business plan, if you’ve never done it before, and you’ve never been to business school? Does every new therapist in private practice needs to hire a consultant?
LG: There’s lots of information out there, including my books and other books, so that you don’t have to hire anybody—you can read and get informed. But to have a business plan means that you have an idea of the kind of path that you want your practice to take. A really quick way to assess things is to think about your business strengths and limitations. In other words, what do you think you’re good at and what do you feel like might be limiting for you? You came out of a graduate program—what did you feel were business strengths that you might’ve just naturally had, and what were limitations you were aware of?
RZ: When I came out of grad school, I didn't even know what a business strength was. I wouldn’t even know how to put that into words for you.
LG: I often have a list of attributes that I feel are entrepreneurial skill sets. I’m going to talk you through a few of these, and I bet some of these really fit for you. Okay?
RZ: That would be so helpful.
LG: Entrepreneurial people who are successful, when they look at a situation, they often see opportunity. Therapists are very good at this, too—somebody comes into your office and tells you about their situation, and a lot of times, from your perspective, you see what’s possible. Would you say that that was a skill that you might have?
RZ: Absolutely.
LG: Here’s another one. Entrepreneurs have an equal measure of optimism and pragmatism, so they can see what might happen, and they can also be very concrete about the steps that they need to take. How would you do on that one?
RZ: I think I’m temperamentally pretty optimistic, but I don’t know that optimism would’ve been the best word to describe me when I was first starting my practice. I felt kind of bumbling, like I didn't really know what I was doing.
LG: So that would be one where you might think, “that’s one that I need a little bit of help with or I need more information about.” Here’s another one. Entrepreneurs are extremely persistent, and that means that if something doesn’t work, they don’t mind trying it, oh, another 100 times or so.
RZ: I think this is really a wonderful line of thinking because when I think about my strengths, having gone through two master’s degrees and a PhD program, that certainly took a lot of persistence. And here I am in private practice, and I do have my own business, and yet I’ve never even used the word “entrepreneur” to describe myself. I love that you’re using that word.
LG: It’s just a word that means that you own and operate a business. Here’s another one that’s very clear with people who succeed in business. They’re profit driven, and they enjoy making money. How would you say you feel about that one?

Money Issues

RZ: I think you’ve hit on something because I really struggle with the money aspect of my business, in part because I went into this field because I love helping kids. I’m a child psychologist, and I really struggle to set a fee that reflects my value, and part of that is because I worry that families won’t be able to afford my services if I charge more. I don’t want to be the kind of therapist who is thinking about money over people, but that is not a good business strategy. How do you help therapists establish that balance between being a therapist who’s really focused on people and relationships and being a business-minded person who’s focused on establishing a rate that’s fair but will still allow me to earn a decent income?
LG: One of the things that I do when I’m working with therapists is talk about the importance of understanding the negative belief systems they’ve developed about money. It’s very common and it’s not just therapists that have negative belief systems about money. It’s many people. It usually doesn't matter that much if you have these kinds of emotional issues about money, except when you own and operate a business because then it tends to get projected into the business.

I’ll give you an example. Let’s say you grew up in a family where there was a lot of financial deprivation, and you grew up hearing things like, “money doesn't grow on trees.” Or you grew up in a family where frugality was really prized, and that’s the way you live, and that’s the way you are, and it’s really not an issue for you until you start a business. In business, the mantra often is, “you have to spend money to make money,” and it’s really true. You cannot run a business on total frugality and be able to expand or take advantage of opportunities, and it even affects your relationships with colleagues if you're too frugal. They will find you cheap but not understand that it’s not a reflection of your skill set or the way you might be working with clients.

It’s just something about the way you grew up financially that says that you don’t have thank you cards that you send when you get a referral, or that you don’t believe in going to conferences, or something like that. One of the first steps I like therapists to do is to at least get some awareness about any of these negative money issues that might be playing into who they are and how they operate so that they can clear those up and start to look at this as a business.

The definition of a business is an entity that makes a profit, which takes us to another really key issue, which is that therapists need to reconcile profit versus service.

RZ: What do you mean by that?
LG:
Profit means financial gain, taking advantage of and moneymaking, and service means being of assistance, helping others, and benefiting the public. When you are in private practice, you’re doing both.
Profit means financial gain, taking advantage of and moneymaking, and service means being of assistance, helping others, and benefiting the public. When you are in private practice, you’re doing both. Because it’s a business, you need to make a profit, and because it’s your service that you’re offering, you have to hold true to the integrity, and the ethics, and the values of service, and you have to have a way to reconcile this inside yourself and in your practice.

Having a Niche

RZ: When I was first starting out, people kept telling me to have a niche. I am a cognitive behavioral therapist who works with kids and teens, and I thought that that was pretty specific, but I was also afraid of missing out on opportunities or potential clients. Now my practice focuses primarily on kids and teens who have chronic pain, and I’m starting to see why it’s so important to be able to be identified as a person who sees a specific population. In your eyes, what do you think are the pros and cons of establishing a niche?
LG: Well, from a marketing perspective, it’s really helpful to have a niche because there’s so much information that’s flooding everybody that if somebody can associate your practice with something specific, it makes your practice more memorable. So for marketing purposes, it’s a good strategy. In my book I talk about the therapy services that sell versus those that don’t, and one of the services that continually sells well are services for children because most parents will prioritize whatever kind of help their children need. In terms of the kind of practice that you develop, apart from marketing, chances are you can have a practice that’s more generalized over time if that’s what you prefer clinically. But from a marketing perspective, it’s still very useful to have a niche.
RZ: Do you think you can be pigeonholed by your referral sources if you end up marketing yourself as a therapist who just does one thing? What ends up happening if a couple years down the line you want to start seeing clients who have different presenting problems?
LG:
One of the services that continually sells well are services for children because most parents will prioritize whatever kind of help their children need.
Another marketing mantra is to be a big fish in a small pond. So rather than trying to reach out to everybody, it’s good to develop expertise and a reputation within a target audience, but that doesn't mean that you can’t have more than one target market. You could be a specialist in some kind of service for children, like doing CBT for some specific area for children. And let’s say, over time, you also wanted to become a couples therapist. You could certainly target another market, and your work with children would help their parents, so it would be a smart marketing move to make.

There’s nothing wrong with having more than one specialty area or more than one diversification in your business, but you want to do it in a planned way so that you are marketing and making the best use of your marketing dollars rather than just doing things based on anxiety.

RZ: Does that mean that every time you want to expand your practice and see a different population you need to rebrand and remarket yourself?
LG: You might. It depends how you approach your marketing. It’s not a cookie-cutter approach, where one size fits for all for all private practices and all therapists. It’s really customized.

There are hundreds of strategies of marketing that all work for different therapists, so the question is, how can you customize a marketing plan so that it works for you, so that you are always in your comfort zone when you’re marketing, so that the way you speak to other people, the way you advertise, the way you use your website, the kinds of activities you do are really comfortable and feel a lot like who you are?

RZ: What are just some basic marketing tips you would give to someone who’s just starting a practice?
LG: The first thing that you want to do is to develop your business identity. You want to have a website. You probably want to have a “Psychology Today” listing or some directory listing. You want to have a business card. You may want to have white papers. You might want to have a brochure. You want some materials that you’ve developed, and the great thing about taking the time to do that with some care is that it also gives you talking points.

We know from the data that we have that

50% of referrals these days are coming online to therapists.
50% of referrals these days are coming online to therapists. So you want to have your online presence be indicative and reflective of you at your best and what you feel like you have to offer. But you also then need to start to build community around your practice. You can’t just do it online—you need to network, to show up in places where you can have some collegial referral building and sharing with others. You need to learn how to talk about your work in a way that generates some referrals back to you.

The Tall Poppies

RZ: Marketing does seem to be a particular challenge for therapists. I find that it’s very hard for me to say nice things about myself, even though I know I’m supposed to highlight my strengths to attract clients. I’m even wary about telling about my extensive training, despite the fact that it’s relevant to potential clients, and they often want to hear about my training because it gives them faith about my skills and abilities. What would you say is a good way for therapists to talk about their strengths and their positive qualities without sounding arrogant?
LG: It’s interesting, I was giving presentations in Australia one year on practice building and talking about how to talk about your practice, and somebody raised their hand and said, “Well, we can’t do that over here, Lynn, because of the tall poppies.” I had never heard about the tall poppies in Australia.
RZ: Nor have I.
LG: The idea was that the tallest poppies in a field get cut down first, so you don’t want to stick your neck out or raise yourself above the others. You want to be modest. You want to be humble so that you don’t get cut down like a tall poppy. So in Australia, as well as with therapists, we have that same culture.

But it’s important to be able to share your enthusiasm and your passion for the work that you do. What’s most attractive when you’re talking with other people is the fact that you love your work, or find it interesting, or feel very good about what’s happening clinically. You want to have a way to talk about that normally and comfortably so that it sounds like you, in layperson’s language. If I was coaching you—and you’re a CBT therapist, right?

RZ: Yes.
LG: OK, let’s say you wanted to talk to people, maybe friends who have children, and it’s not that they or that their kids would be your clients but that they might become your referral sources once they understood what you did. So if somebody said to you, “Hey, Rachel, what’s new?” You might say one of the things that was new was that you were really enjoying your work these days or that you were seeing fascinating cases. That would be a great way to let somebody know the kind of work you do. And you’d want to be able to explain what CBT is in a phrase or two so that you don’t bog down the conversation.
RZ: So language is important. Word choice is important.
LG:
You want to have some talking points about who you are, what you do, and why you love what you do so that you could turn a normal conversation into a conversation about your work.
Language is important. One of the things I often say to people who are doing CBT is to use a phrase like, “These days, it’s the gold standard in talk therapy.” That’s something that a layperson or even somebody who might be an alternative healer, a massage therapist, a nutritionist, an occupational therapist might understand and remember. You want to have some talking points about who you are, what you do, and why you love what you do so that you could turn a normal conversation into a conversation about your work. That’s what business people do—they talk about their work. We want to be able to do that, too, when it’s appropriate as therapists.
RZ: I feel very lucky because I do love what I do, and I’m very passionate about it and energized by it, and I love the kids that I work with, but I’m wary of sounding like a walking advertisement. So what are some key components to having a good elevator pitch?
LG: I have a whole chapter on that in my book, and rather than an elevator pitch, I call it your “basic message.” It’s what’s true and basic about what you have to offer. You want to keep it short, you want to keep it filled with some enthusiasm or passion or interest so that you look good when you’re talking about it, and you just want to learn to love to say it, whatever it is. It can be what you specialize in and why you feel like it’s important. It could be some kind of a metaphor about the way that you work and how it works.

It’s not so much the words. It’s how you look and feel saying this that somebody’s going to remember. They’ll remember, “ahh, Dr. Zoffness was really passionate about her work. I bet she’s good at what she does.” You just want to find the right words that put a smile on your face or put a twinkle in your eye when you’re saying them.

RZ: That sounds very intuitive and very smart.
LG: And easier, right?

Your Ideal Client

RZ: I also noticed in your book that you talked a lot about finding your ideal client, which really resonated with me because, as I mentioned, I do a lot of chronic pain work with kids and teens, and at first it was really hard for me to find out how to find the kids that need me. I know they're out there, and I know I have the training to help them, but I wasn’t sure how to reach them. So I ended up walking into pediatricians’ offices with my CV and, more recently, I reached out to really smart doctors at UCSF and Stanford. Starting to build those relationships has helped me get in contact with those kids. What would you say is the best way of finding your ideal population, if you're just starting out?
LG: I like what you did a lot. You started to build a profile of who the children are that need your services and found a way to describe this child that really needs to see you so that a busy doctor in a hospital could remember this. One way to say that is, “Here’s the kind of child I’m best for,” and you describe it almost in bullet points. You know, a child who’s suffering from this kind of pain, a child who has this kind of capacity to use therapy, a child who is comfortable using their imagination or can write in a notebook. Whatever the things are that would help a doctor or another professional start to spot those kids that were right for you—that’s how you develop your ideal client.

You're doing the work for the referral source. You’ve already thought about this. You’re pulling together the words. You’re giving them the talking point so that they can take that message and say to a parent, “I have a psychologist that’s right for you because this psychologist is really good at working with kids just like your child.”

RZ: So finding the language that describes the kind of client you want to see and also finding the people who would know those kinds of clients.
LG: Yes. And this is what belongs on your website, and maybe in a brochure so that that after somebody meets you and talks to you, if they go back to your website, they see it repeated there, which gives people a sense of security and confidence.
RZ: It’s fairly easy for me, because of my personality, to reach out to people that I’ve never met before or to walk into a pediatrician’s office and introduce myself, but I know that that is not standard. What do you think is the best way to go about meeting other professionals, doctors, teachers, pediatricians, etc. for people who may have more difficulty networking with strangers?
LG: Well, these days, we know it’s hard to get past the front desk in doctors’ offices.
RZ: Yes, that’s true.
LG: So I have a couple different strategies that I like to recommend to therapists, and all of them are based on the idea of not doing a cold call. Even if you have a very small circle of acquaintances and friends, all of them know people that might be right for you to meet.

Even if you have a very small circle of acquaintances and friends, all of them know people that might be right for you to meet.
The challenge is writing the introductory letter or making the introductory phone call. You want to script it out if you're not comfortable just talking extemporaneously, so that you can say, “Hi, my name is Lynn Grodzki, and I’m a masters level clinical social worker in your area, and Joyce suggested that I talk to you because she knew that I had a certain skill set that she felt would be helpful for your patients. Can I set up a time to meet with you? Or I can also write to you if you prefer. What would be the best way for us to contact and connect with each other?”
RZ: So, the first step is communicating with your friends and colleagues, who you already have an established relationship with, and saying, “This is what I want to do. These are the people I’m looking for. I’m looking to grow my business.” And hopefully they connect you with other professionals who might be able to help you. And then, the next step is to email those professionals?
LG: Well, it depends. You have to find out. Sometimes you have to call a front desk or make an initial phone call to find out how would they like to get information from you, because everyone is different.

Another thing that I’ve had some therapists do who want more contact with doctors is, on their intake forms, have them get consent from patients and clients to connect with their health professional team so that they can start to set up an integrated healthcare process just by reaching out to those people who are treating their patients.

For example, let’s say there’s an internist, and you’re seeing their patient for depression. You get permission from the patient to contact the internist and then send a letter that goes into the file saying, “I wanted to introduce myself. I’m working with your patient. I’ve been given permission to contact you. I wanted you to know about the work that we’re doing together so that, if at any time in the future you have any concerns about this patient, you can connect with me and contact me, and we can speak.”

Imagine that this doctor is seeing the patient and all of the sudden feels uncomfortable at the level of anxiety or depression that this patient is showing. He’s already got a letter from the therapist in the file, with permission signed to contact them. That’s what happens in an integrated healthcare facility, except in this case you’ve initiated it on your own. At the same time, it’s giving you a great way to start to connect with other healthcare professionals who might remember you when they have a referral to make.

When Your Client Count is Down

RZ: Our business is unusual in that we can’t rely on having the same income from month to month because it depends on how many clients we have. In your book, you talk about living with that uncertainty. Can you talk a little bit about that?
LG: This is true in any small business. There is no guarantee, usually, about what your income is going to be month to month unless you have some kind of yearly contract that you're working under.
I strongly encourage therapists to be tracking their finances, to be tracking their client count, so that they can know what the ups and downs are in their business, and they can start to think about what they want to do to protect their income.
So for a private practice, you need to anticipate these ups and downs and have a way to both budget for them financially and also to deal with it emotionally so that when the business is down, you have a strategy for what to do. Then you kick into your marketing strategy when you start to notice that your client count is down. I strongly encourage therapists to be tracking their finances, to be tracking their client count, so that they can know what the ups and downs are in their business, and they can start to think about what they want to do to protect their income.

It’s not unusual, for example, for someone I’m coaching to say, “I’m down this month in my client count. Let’s talk about the things that I could do to reach out to people.” When this person is very full, they don’t have the time to do that kind of outreach, so we’ll have a plan ready for when they’ve got time on their schedule.

If you’re not tracking carefully, it’s really hard to do this, and it just lends itself to getting into a situation where you're really low with clients and then feeling really desperate.

RZ: What’s a good way to deal with the fact that there are going to be times where your business has a lull, and there are going to be times when your income isn’t what you want it to be or your client load isn’t what you want it to be?
LG: I think understanding the nature of private practice, that it just goes up and down, and having some self-care ways to calm your anxiety. Private practice really isn’t for everybody. There’s a 50% failure rate in small business, even now.
RZ: That’s significant.
LG: You have to have a thick skin and a strong inner core to ride out all the ups and downs, and that’s why some people decide “I don’t like this,” or “it’s too much work,” or “it requires business and marketing skills that I’m not comfortable with and I’d rather work for someone else.” That’s a fine decision to make, but if you are going to do this, you have to accept the whole package. There is a chance for a lot of autonomy and creativity and independence and profitability, but there is also uncertainty, some randomness, chaos, and you have to be able to structure yourself.

It’s Hard to Be Your Own Boss

RZ: I really like that you mentioned self-care, and I noticed that it’s really hard to be your own boss. I constantly find myself working when I should be resting or playing. How do you establish boundaries for yourself when you're in charge?
LG: Well, I live by my calendar. I really lean on the calendar. And if you were to look at my calendar, you would see self-care is in my calendar and my family time is in my calendar.
RZ: You literally schedule it in.