Welcome therapists and group practice owners! I’m Nicole McCance, a psychologist turned business coach for therapists. Through my incredible journey of scaling my group practice to 55 therapists and multiple 7-figures in just three years, I discovered something that will completely change how you think about getting referrals. While other coaches tell you to waste time at yoga studios and gyms, there’s one referral source that my most successful clients rely on, and it’s not what you think.
The beautiful truth is that this strategy actually makes you a better clinician while building your practice! If you’re ready to discover the cold outreach method that generates consistent referrals and transforms your private practice management, keep reading.
P.S. Not a huge fan of reading blogs? (I’m more of a podcast girl myself) You can listen to my podcast episode all about this topic by clicking here or by watching my YouTube video below!
Most Therapists Waste Time on the Wrong Outreach
Here’s what I hear from other business coaches alllll the time. “Go to yoga studios! Hit up the gym! Offer free workshops to nutritionists!”
Hard stop.
This approach is a complete waste of your precious time, and I have the data to prove it.
I recently audited my Clinic Growth Map members – specifically the ones hitting seven figures annually (that’s about $83,000 per month). I looked at their referral reports from their private practice management software, and guess what I found?
The top 3 referral sources were:
- Word of mouth
- Family doctors
Notice how none of those are gyms or yoga studios? If you’re not utilizing family doctors as a referral source, you’re missing out on a huge marketing opportunity.
Why Doctor Outreach Actually Works
Let’s think about this logically. When do people feel motivated to seek therapy?
It’s likely not when they’re feeling amazing after a great workout or blissed out from yoga class. They’re already satisfied in these moments.
As one brilliant business coach told me: “Get them when they’re the least satisfied.”
People go to their doctors when something’s wrong. They’re uncomfortable, worried, or desperate for help. They’ve already taken that crucial first step of reaching out for support. And here’s the beautiful part: family doctors are essentially triage specialists. They see 50-100 patients daily, and many of those patients are sharing struggles with sleep, anxiety, perfectionism, marriage issues, or parenting challenges.
Who do they tell? Their doctor!
And what does that doctor do? They refer out to specialists (including therapists like you!).
The Outreach Script That Built My 7-Figure Group Practice
Don’t worry, I’m not going to leave you hanging. I genuinely want you to succeed! Here’s exactly how I did it (and yes, I was terrified the first time – that’s normal!)
Step 1: Create Your Target List
Have your admin compile a list of all family doctors within a 5-kilometer radius of your location. Even if you’re virtual, stick to your local area. People trust therapists who live in their community.
Hot Tip: If you don’t have an admin yet, check out this Instagram post for more insight into the benefits of hiring an admin!
Step 2: The Initial Call
Take a deep breath and dial. Here’s the exact script:
“Hi there, this is [your name], [your credential]. May I speak with your clinic manager?”
Name-drop your credentials immediately. This builds instant trust because you’re a healthcare professional just like them.
Step 3: The Follow-Up Call
This may feel uncomfortable but you need to approach the conversation with the clinic manager as if they have already been sending referrals your way. Call it “fake it till you make it” or whatever you want, but I believe coming from a place of abundance and confidence is what makes all of the difference!
To access my Family Doctors Script DM me the word “Doctor” on Instagram (@nicole.mccance) and I will share the exact script I used at my clinic!
Step 4: Get Into Their System
This is a crucial step! You want your name in their Electronic Medical Records system. When a patient needs a therapist, they’ll type “therapist” and your name pops up. No flyers needed (this isn’t 2005), no posters required.
The Follow-Up Strategy to Stay Top of Mind
Here’s where most people drop the ball. Humans forget, we know this. Even after building a great relationship, nine months can go by and suddenly the referrals stop. This isn’t because anything went wrong, but because you were out of sight, out of mind.
The solution to this is progress reports!
For every referral you receive:
- Ask the client for permission to send progress reports to their doctor
- Use AI note-taking software to generate professional progress reports
- Send encrypted updates monthly to the referring physician
This serves two important purposes:
- Better patient care: You’re part of their circle of care, keeping their doctor informed.
- Brilliant marketing: The doctor constantly sees the amazing work you’re doing.
Your private practice management software should track these referrals automatically. I recommend systems that offer referral reporting because it’s a game-changer for understanding where your clients come from and following up appropriately.
Hot Tip: My favourite practice management software is JaneApp! Click here to try it FREE for one month.
The Bottom Line for Therapy Practice Growth
Stop wasting time on strategies that feel good but don’t deliver results. While other therapists are offering free workshops to yoga studios, you’ll be building relationships with the people who actually refer clients consistently.
This approach is great for growing your practice, but it’s also creating something that can run without you being physically present for every session. This allows you to build the freedom you’ve been craving.
Ready to pick up the phone? Start with one call. Just one. And then find me on Instagram so I can celebrate you – because doing what nobody else is doing gets you results nobody else is getting.
And if you’re REALLY ready to stop working evenings and weekends while building a 7-figure group practice, join me for my FREE 1-hour Masterclass where I’ll teach you my proven 5-step scaling method – so you can sustainably scale your group practice without the overwhelm and burnout. Trust me, they didn’t teach you this in grad school!
Want even more tips on growing your practice? Follow me on Instagram and listen to my podcast for all the best support for growing your therapy practice and attracting more clients!
Your Business Bestie,
Nicole
