Why You Shouldn’t Fear What’s Happening on Psychology Today.

I started to explain the Psychology Today takeover to an extended family member. She is not a therapist. 

“There are these large companies who buy therapist profiles in bulk, and drive traffic to their own pipeline…”

She interrupted me.

“Wait, that’s what happened to me???” 

Yep.

My loved one had finally decided to go to therapy.

She scrolled Psychology Today. 

She picked the therapist she wanted to work with, called them, and got a central screening department

When she finished that screening, she was told to wait for a match with a different therapist. 

So she called her second choice therapist from the directory, and was connected to the SAME CALL CENTER. 

She asked why she couldn't have an appointment with one of the therapists who looked available online. 

She didn't seem encouraged by their response. According to her:

"The lady on the phone said something about 'therapists are collaborating to make the process smoother'...but I just felt so…TRICKED!"

So she stopped calling therapists altogether, joking, "I guess I'll just stay crazy!"

And this is happening to potential clients thousands of times per week. 

So let’s use a real life example to help us understand what’s about to happen.

Remember when it seemed like all the oxygen was being taken up by that company that um…”Helps” Better? 

Well, they lost 9% of their customers last year according to their own investor call.

Their recruiters and job postings now hide the company name because we all know their reputation.

Unfortunately, PT is headed for a similar phase. It’s disappointing, but it’s also an opportunity for you if you can position yourself to be consistent and patient. 

Potential clients will start to realize that this directory is just a funnel to 4 or 5 big companies.

Then, they’ll start talking about their experiences on reddit, in videos, and with their loved ones. 

Potential clients might take a break from seeking therapy for a while.

But then they’ll prioritize other tools to find therapists. Maybe search, maybe AI, maybe social media, maybe direct word-of-mouth.

Moreover, therapists will prioritize other channels for referrals and networking. Who’s going to send someone to a potential dead-end link on PT? No one. 

If your PT profile isn’t doing what it used to, it’s not necessarily your fault, and you don’t have to be afraid. Be strategic. 

There are coaches who help you write a profile that stands out; I’m happy to make a recommendation for you if you need one! 

But ultimately, the pure volume and competitiveness of the platform has exploded and you need to develop new perspective and strategy there. 

You can stay on Psychology Today, you can leave PT, but whatever you choose, make sure that you have created easy paths for people to find you outside of PT. 

• Keep your message consistent everywhere you’re found. 

• Be open-minded to marketing strategies that you never needed before. 

• Build real professional relationships and collaborate when it makes sense. 

• And most importantly, keep doing great work. 

I know that you're passionate about helping your clients, but remember that your great work also benefits you in the long run!

I’ve worked within these larger therapy companies (so truly no shade whatever stage of business you're at). And let me tell you: when you are someone’s best therapy experience, their friends will pop up and move heaven and earth, jump through all kinds of hoops, just to connect with YOU, specifically.

There’s no replacement for the real, human, flesh-and-blood people who’ll sing your praises one day.

No website can get in the way of what's yours.