Skip to Content

From Inpatient Care to Marketing Strategist: What Therapists Can Learn About Growth, Judgment, and Client Fit

July 22, 2025 by
Aaron R Garner

“Marketing, for me, is shortening the distance between someone needing help and actually getting it.”

That statement frames not just a philosophy, but a career journey—one that began in mental health and evolved into a unique approach to marketing for therapists and helping professionals.

In a recent presentation, Aaron (a former mental health technician turned marketing strategist) shared candid insights about the intersection of empathy, business, and branding in the therapy world. If you're a therapist or group practice owner navigating growth, referrals, or burnout, what follows is a powerful reframing of marketing—not as manipulation, but as a mission.

The Shift: From Mental Health Tech to Marketing Advocate

Aaron's journey began in an inpatient psychiatric unit where he worked his way from technician to shift lead and eventually program coordinator. Over time, he grew increasingly curious: Why were so many patients returning? What was breaking down between discharge and real-life integration?

Volunteering on his off-days, he began learning the business side of care—referrals, partnerships, hospital outreach. That curiosity led to a full pivot into business development, then to marketing and eventually launching a marketing agency.

“I didn’t get into sales because I loved selling—I got into it because I wanted to help.”

Marketing Is a Continuum—Not a Department

When you're a solo practice or a small group, marketing, sales, customer service, and delivery all blur together. But they each matter. In fact, marketing is often the very first act of care.

Aaron recalled how he used to persuade reluctant inpatients to attend group therapy. His method? Radical attention. He watched body language. He followed up. He printed out materials and returned with something personal.

“Sales, to me, was learning how to be helpful in a way that made people feel seen. That’s how you build trust.”

Hard Truth #1: You Must Value Marketing and Sales

In the therapy world, many professionals feel ambivalent—even ashamed—of marketing or sales. But if you own your practice, neglecting marketing is like ignoring finance or HR. It’s not optional. It’s foundational.

Sales isn’t about “convincing” someone to do something they don’t want to do. Done right, it’s helping someone make a decision that’s already in their best interest.

Hard Truth #2: Being Judgmental Can Be a Kindness

Therapists are trained to be nonjudgmental—and that’s essential in client work. But in marketing and positioning, discernment is everything.

You need to know:

  • What you do best
  • Who you serve best
  • When to say no (and when to refer)

Branding isn’t about being everything to everyone. It's about being clear, focused, and memorable. That’s not exclusionary—that’s effective.

“If you’re afraid to specialize, you end up being forgettable.”

Smart Resource Allocation: Go Face-to-Face First

While digital marketing matters, Aaron urges therapists to prioritize face-to-face, synchronous, one-to-many opportunities (e.g. talks, workshops, panels). These build trust faster than any ad ever could.

Yes, it’s uncomfortable.

Yes, it’s slow.

But it’s worth it.

“Face-to-face builds real trust. That makes it easier to ask for contact info. Which makes it easier to follow up and serve.”

Before You Convert, You Must Disqualify

If you’re attracting the wrong clients, your conversion rates suffer, your intake team gets overwhelmed, and your therapists burn out.

Clear disqualification criteria improve everything:

  • Website copy that specifies who you’re right for (and who you’re not)
  • Intake forms that filter early
  • Phone scripts that politely say no

“Excluding people is a kind service. If it’s not a good fit, saying so helps everyone.”

Build Brand Through Values, Not Just Offers

A strong brand isn’t just visuals or a slogan—it’s consistent values in action. Aaron’s company emphasizes being curious, resourceful, and empirical—and they hire, fire, and market based on those traits.

“You need values that are non-negotiable. You’d rather close your doors than violate them. That’s brand.”

The Funnel of Trust: A Better Marketing Sequence

Aaron adapted Dr. Robert Cialdini’s famous influence principles into a therapist-friendly funnel:

  1. Unity & Reciprocity – Create shared identity and give value
  2. Liking & Authority – Be relatable and demonstrate competence
  3. Social Proof – Show that others trust you
  4. Scarcity & Consistency – Make action feel urgent and aligned

No tricks. No coercion. Just good structure.

The Long Game: Present, Improve, Repeat

Public speaking, like therapy, is a skill. Practice it. Desensitize yourself to the nerves. Build familiarity with your audience and environment.

Even when no clients come from a presentation, you still win:

  • You sharpen your message (human capital)
  • You build goodwill (social capital)
  • You build visibility (brand capital)

“Three ways to win: improve your skills, build your network, and maybe—just maybe—land some business.”

Final Takeaway: Judgment, Fit, and Brand Are Acts of Service

Whether you’re a solo therapist, group practice owner, or agency leader, the lesson is clear:

  • Marketing isn’t sleazy. It’s a service.
  • Judgment isn’t cruel. It’s clarity.
  • Sales isn’t trickery. It’s trust-building.

When done right, you don’t just fill your caseload—you help people find the right help, faster.


Aaron R Garner July 22, 2025
Share this post