All Things Private Practice Podcast Episode 219: Overcoming Caseload Slumps: Tips for Therapist Marketing [featuring Michael Fulwiler]
The therapy landscape has been changing as people navigate these challenging times: slower call volumes, increased conglomerates, and uncertainty in the air.
In this episode, Patrick Casale and Michael Fulwiler, marketing advisor, strategist, copywriter, creative director, and digital marketer for mental health professionals, discuss actionable strategies for therapists and private practice owners to sustain and grow their practice without burning out or falling into scarcity traps.
Here are 3 key takeaways:
- Go Back to Basics with Networking: Now more than ever, investing in genuine, reciprocal relationships with fellow clinicians and referral sources makes a big difference. Networking isn’t about being salesy—it’s about building trust and being clear on your niche so others know who to send your way.
- Resist Panic Marketing and Spending: When clients slow down, so does income anxiety. Avoid “panic spending” on quick-fix courses or expensive ads. Instead, be deliberate: review what’s really needed in your business and where your time (or hiring help) can have the most impact.
- Clarity on Your Niche Is Essential: If you want more referrals, get specific about who you serve. The clearer you are, the easier it is for others to keep you top of mind and send the right clients your way—even if it feels counterintuitive during slowdowns.
If you’re feeling the pressure, know you’re not alone—and with a strategic approach, your caseload can grow.
More about Michael:
Michael is a sought-after advisor, strategist, copywriter, creative director, and digital marketer with over a decade of professional marketing experience in mental health. He's the creator of Therapy Marketer, a popular newsletter for therapists, and founder of Fulwiler Media, a content marketing consultancy for mental health companies. Most recently, he was the Director of Brand at Heard, and before that was the Chief Marketing Officer of The Gottman Institute.
He offers marketing consulting calls for therapists as well as longer-term engagements. More info and rates here: michaelfulwiler.com/consulting
- LinkedIn: linkedin.com/in/michaelfulwiler
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Thanks to Our Sponsors: The Receptionist for iPad, Alma, Beyond Private Practice: Recession Proofing Intensive, All Things Private Practice — 2025 & 2026 Retreats, & Resilient Mind Counseling!
Thanks to The Receptionist for iPad for sponsoring this episode.
The Receptionist offers an iPad list check-in option where clients can scan a QR code to check in, which negates the need for you to buy an iPad and stand. Go to thereceptionist.com/privatepractice and sign up for a free 14-day trial. When you do, you'll get your first month free. And don't forget to ask about our iPad list check-in option.
✨ Alma
Thanks to Alma for sponsoring this episode.
Building and managing the practice you want can be challenging. That’s why Alma offers tools and resources to help you build not just any practice, but your private practice. They’ll help you navigate insurance, access referrals who are the right fit for you, and efficiently manage administrative tasks — so you can spend less time on the details and more time delivering great care. You support your clients. Alma supports you. Visit helloalma.com/ATPP to learn more.
✨ Beyond Private Practice: Recession Proofing Intensive
It's Patrick from All Things Private Practice. I know a lot of you are feeling uncertain right now about your caseloads, the economy, or what the next year's going to look like for your practice. I get it. Things are weird out there right now. That is exactly why I created the "Beyond Private Practice: Recession Proofing Intensive," a 5-hour, live, neurodivergent-affirming, online event happening on Friday, December 12th, from 11:00 AM to 4:00 PM EST. We will talk about real, tangible ways to diversify your income through podcasting, retreats, writing that book of yours, and speaking engagements; they're all symbiotic and feed into each other. I'm gonna show you exactly how to leverage and maximize so you can build stability and freedom no matter what's happening around you. The cost for the intensive is only $299, valued at over $2,500, because I want this to be accessible. Just to let you in on some behind-the-scenes, my wife works for the federal government and hasn't been paid for weeks due to the shutdown. So yeah, things are tight, but I also know how powerful this work is, and I want to make sure to give back to the therapist community that has supported me through everything I've created the last four years. You'll walk away with strategies, templates, confidence, clarity, and 4 NBCC CEs. Go to allthingspractice.com/beyond-recession-intensive to grab your spot. Doubt yourself and do it anyway.
✨ All Things Private Practice — 2025 & 2026 Retreats
All Things Private Practice has some amazing retreat experiences coming up in 2025 and 2026.
We have two retreats in Queenstown, New Zealand. The first is for Neurodivergent Entrepreneurs from March 1st to 8th, and the second retreat, Beyond Private Practice, focuses on moving beyond one-on-one therapy and creating alternative income streams from March 15th to 22nd.
Spaces are limited, so check the links to sign up today. Doubt yourself, do it anyway!
- Neurodivergent Entrepreneurs in Queenstown, New Zealand: allthingspractice.com/new-zealand-neurodivergent
- Beyond Private Practice in Queenstown, New Zealand: allthingspractice.com/new-zealand-income-streams
My name is Patrick Casale, and I’m the founder of Resilient Mind Counseling, a neurodivergent-affirming group practice based in Asheville serving clients throughout North Carolina via telehealth and in-person sessions.
Our practice is passionate about supporting Autistic adults, ADHDers, and other neurodivergent individuals, along with the LGBTQIA+ community and folks experiencing anxiety, burnout, and life transitions. Many of our clinicians identify as neurodivergent themselves, and we pride ourselves on offering therapy that is affirming, authentic, and grounded in lived experience.
Mentioned in this episode:
Resilient Mind Counseling
It's Patrick. Some of you may know that I own a group therapy practice in North Carolina, Resilient Mind Counseling. We specialize in supporting the Neurodivergent, LGBTQIA+, and Black, Brown, and Asian communities online and across North Carolina. We also have limited in-person openings at our offices in Asheville and Cary. We really love working with clients who are coming to terms with both Autism and ADHD discoveries later in life or questioning, as well as the intersections of race, gender, identity, and orientation. All of our therapists have lived experience and identify as AuDHD, Autistic, or ADHD. Our team of affirming therapists offers a safe, anti-racist, anti-oppressive, inclusive, and accessible space where you can show up exactly as you are—no masking, no judgment, and no need to make eye contact, just real connection and healing. We accept most commercial insurances like Blue Cross Blue Shield, United, Aetna, and Med Cost, as well as self-pay options. We currently have openings for new clients. Visit our website at resilientmindcounseling.com. You can also text or call our HIPAA-compliant phone line at (828) 515-1246, or email us at scheduling@resilientmindcounseling.com.
Beyond Private Practice: Recession Proofing Intensive
It's Patrick from All Things Private Practice. I know a lot of you are feeling uncertain right now about your caseloads, the economy, or what the next year's going to look like for your practice. I get it. Things are weird out there right now. That is exactly why I created the "Beyond Private Practice: Recession Proofing Intensive," a 5-hour, live, neurodivergent-affirming, online event happening on Friday, December 12th, from 11:00 AM to 4:00 PM EST. We will talk about real, tangible ways to diversify your income through podcasting, retreats, writing that book of yours, and speaking engagements; they're all symbiotic and feed into each other. I'm gonna show you exactly how to leverage and maximize so you can build stability and freedom no matter what's happening around you. The cost for the intensive is only $299, valued at over $2,500, because I want this to be accessible. Just to let you in on some behind-the-scenes, my wife works for the federal government and hasn't been paid for weeks due to the shutdown. So yeah, things are tight, but I also know how powerful this work is, and I want to make sure to give back to the therapist community that has supported me through everything I've created the last four years. You'll walk away with strategies, templates, confidence, clarity, and 4 NBCC CEs. Go to allthingspractice.com/beyond-recession-intensive to grab your spot. Doubt yourself and do it anyway.
Alma
I want to thank Alma for sponsoring this episode. Building and managing the practice you want can be challenging. That’s why Alma offers tools and resources to help you build not just any practice, but your private practice. They’ll help you navigate insurance, access referrals who are the right fit for you, and efficiently manage administrative tasks — so you can spend less time on the details, and more time delivering great care. You support your clients. Alma supports you. Visit helloalma.com/ATPP to learn more.
All Things Private Practice — 2025 & 2026 Retreats
All Things Private Practice has some amazing retreat experiences coming up in 2025 and 2026. Join us in Edinburgh, Scotland for the second Doubt Yourself, Do It Anyway Summit from July 14th to 17th, 2025! We have an incredible lineup of 12 speakers and offer 12 MBCCEs. If you're a leader or aspiring to start a group practice, join our Leadership Retreat in Chania, Crete, from September 6th to 11th. In 2026, we have two retreats in Queenstown, New Zealand. The first is for Neurodivergent Entrepreneurs from March 1st to 8th, and the second retreat, Beyond Private Practice, focuses on moving beyond one-on-one therapy and creating alternative income streams from March 15th to 22nd. Spaces are limited, so check the links to sign up today. Doubt yourself, do it anyway! Doubt Yourself, Do It Anyway Summit in Scotland: https://www.empoweredescapes.com/scotland-july-2025-summit Leadership Retreat in Chania, Crete: https://www.empoweredescapes.com/greece-retreat-2025 Neurodivergent Entrepreneurs in Queenstown, New Zealand: https://www.allthingspractice.com/new-zealand-neurodivergent Beyond Private Practice in Queenstown, New Zealand: https://www.allthingspractice.com/new-zealand-income-streams
The Receptionist for iPad
I want to thank The Receptionist for iPad for sponsoring this episode. From new patients faced with an empty lobby and no idea where to find their therapist to clinicians with a session running over time and the doorbell ringing, some of the most anxiety-ridden moments of a therapy appointment happen before a session even starts. The Receptionist for iPad, helps you tackle some of that pre-appointment apprehension and anxiety. The Receptionist for iPad is an easy-to-use digital client check-in system that helps your visitors check in securely to their appointments and notify their practitioners of their arrival via SMS, email, or your preferred channel. No more confusion, and less lobby checking or having clients sign in on paper logbooks. It can even help you upgrade and update your demographic information for your clients as well and even validate parking. Start a 14-day free trial of the Receptionist for iPad by going to thereceptionist.com/privatepractice. Make sure to start your trial with that link and you'll also get your first month free if you decide to sign up.