Preferred Name

Madeline Grove

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Date of Graduation


Document Type


Degree Name

Educational Specialist (EdS)


Department of Graduate Psychology


Amanda Evans

A. Renee Staton

Joseph LeBlanc


For interns and residents in mental health counseling beginning their careers in a private practice setting, building a full-time caseload of clients is challenging. The process of marketing and branding outpatient psychotherapy services is not generally covered in clinical training programs, leading to a gap in practical knowledge upon departure from higher education. Since the COVID-19 pandemic, rates of behavioral health disorders have increased, leading to a sense of urgency to providing care for communities in need. Effective marketing and branding of services allows for clinicians to work with populations they are most well suited to serve, and potentially allows clients to expedite the process of finding a therapeutic match. Discussions in the field surrounding ethical and legal considerations are ongoing, prompting counselors to stay up to date on best practices for marketing their services. More research is needed on marketing and branding trends within the field, and the its implications for counselors and clients.



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