Welcome therapists and group practice owners! I’m Nicole McCance, a psychologist turned business coach for therapists. When I scaled to 55 therapists and multiple 7-figures, I had a plan and stuck to it month by month.
Most therapists I work with are stuck in this cycle of always learning but never implementing. You listen to podcasts for therapists, take courses, read blogs, but when it comes to actually doing the marketing you freeze up.
I’m going to walk you through exactly what to focus on each month of the year. But first: if something is already working for you, double down on that before you try anything new.
Double Down on Marketing That’s Already Working
I was chatting with a member in coaching who told me SEO is working for her practice (YAY! These are the kind of results I love hearing). And my advice was to not do anything else. Invest more in what’s working!
And this is often where most therapists go wrong. You get excited about the next thing and you’re moving so much that you don’t know what’s bringing in clients. If you’re brand new and nothing is working yet, you need a roadmap. That’s exactly what this therapist marketing plan is for.
What Marketing Therapists Should Focus On Each Month of the Year
Marketing your therapy practice doesn’t have to feel like throwing spaghetti at the wall.
When you know exactly what to focus on each month, you can plan ahead, stay consistent, and see results.
Below is a general month-by-month breakdown of the plan that helped me scale my therapy practice to 55 therapists and multiple 7-figures in only 3 years.
January Marketing: Google Ads and Insurance Renewals
January is the best time to turn on Google Ads because it’s the cheapest month. You’re not competing with retailers, so your cost per click drops.
This is also when insurance benefits renew, so send an email reminding your list they just got their benefits renewed and you accept insurance. A simple reminder can fill your calendar.
Hot Tip: If you want to learn more email marketing strategies that work for therapists, click here to read my blog all about it!
February Marketing: Collaborate with Schools
Parent-teacher interviews happen in February and October, so it’s a great time to reach out to schools and offer workshops for teachers or parents.
Parents are most motivated right after they talk to the teacher about their struggling child. Position yourself as that help by being visible to schools during this time.
March Marketing: Reach Out to Family Doctors
Family doctors just went through winter hearing about low mood and anxiety. March is when you reach out and let them know what makes you different.
Do you offer evenings and weekends? Free parking? Work with children? This is also when you can start sending progress reports to family doctors (with consent). Those reports are excellent for client care and are a great marketing tool.
Hot Tip: Check out my podcast episode that goes into detail about how to successfully and confidently reach out to family doctors!
April Marketing: Boost Your Instagram Posts
April is when you have more breathing room before summer. If you want to grow your Instagram following, now is a great time for boosting posts.
The best part? You don’t need a huge budget! $20 per post totally works. Do this in April to build momentum before the summer.
May Marketing: Update Your Directory Profiles
In May, go into Psychology Today and every other directory and update everything.
Is someone no longer pre-licensed? Did Susie get her EMDR certification? Update it now before summer.
Hot Tip: Send me a DM on Instagram saying “PT TEMPLATE” and I’ll send you my FREE Psychology Today profile template that actually converts clients.
June Marketing: Blog About Popular Topics
June is when you have time to create content that will show up in search results for months.
For me, couples therapy was the moneymaker. One couple becomes two individual clients, and their conflict often impacts the kids. That’s one referral and potentially five clients!
Hot Tip: Check out my blogging strategy for therapists that actually brings in clients through SEO and meeting the audience where they’re at.
July Marketing: Network with Other Therapists
July is slower because people are happier when the sun is out (which is great!). This makes it perfect for networking with other therapists.
You’re more likely to get responses in July. Do this over Zoom so there’s no driving, parking, or coffee costs!
August Marketing: Optimize Your Google Business Profile
August is when you have bandwidth to optimize your Google Business Profile.
Make sure your hours, services, photos, and description are current. This foundational work pays off all year.
September Marketing: Network with Your Own Healthcare Providers
September is when you use your benefits and network simultaneously. Book appointments with your massage therapist, naturopath, or chiropractor.
While you’re there, mention what’s new. “We just hired a psychologist. We’re offering autism assessments.” These providers refer when they know and trust you.
October Marketing: Circle Back to Schools
Parent-teacher interviews happen again and parents are stressed after hearing about their child’s struggles (and teachers are starting to get overwhelmed with work).
This is your second opportunity to make sure schools know you’re available.
November Marketing: Email About Year-End Benefits
November is when you remind your list that benefits expire soon. Have they used them?
One therapist in my program sent one email and five clients booked! That’s five clients from three minutes of work.
December Marketing: Wait Lists and Bridges
December could be slow or busy depending on location. If you have time, focus on two things:
- First, reach out to therapists with wait lists. They’d love to refer to you.
- Second, find your bridge: someone who can introduce you to referral sources you want.
One of my biggest referral sources was actually a gynecologist who my husband connected me to.
Get Your Free 2026 Marketing Calendar for Therapists
You now know what to focus on each month, but knowing what to do and actually doing it are two different things.
That’s why I created a free marketing calendar for therapists that gives you the specific action steps for each month, tracking tools so you know what’s working, and a clear plan you can follow all year long. This way, you’re not guessing, not throwing spaghetti at the wall, and not feeling scattered.
Download my FREE 2026 Marketing Calendar here. It’s the same roadmap I used to scale to 55 therapists, and it’ll keep you organized and focused all year!
Want even more tips on growing a sustainable and profitable group practice? Follow me on Instagram at @nicole.mccancemethod or listen to my podcast, The Business Savvy Therapist!
Your Business Bestie,
Nicole
