How to Build a Sustainable Private Practice
Build a practice that's profitable, accessible, and built to last.
This isn't another "go private pay and post more reels" program.
I'm not going to tell you that insurance is bad.
I'm not going to tell you that you need 100,000 followers.
I'm not going to tell you that everyone needs to start a podcast.
And I'm definitely not going to tell you that there's one perfect way to run a private practice.
We're going to figure out what makes sense for YOUR practice.
Maybe that's becoming the go-to therapist in your town.
Maybe it's taking your niche across multiple states.
Maybe it's building an Instagram audience.
Maybe it's getting really good at SEO.
Maybe it's a combination of all of those things.
What would your practice look like if you didn't have to rely on one source of referrals?
Imagine having:
📱 Clients finding you through Instagram
🔎 People discovering you through Google
🤝 Local providers sending you referrals
💳 Insurance clients keeping your caseload steady
💰 Private-pay clients increasing your revenue
🌎 A niche that allows you to reach people beyond your own community
You don't need to choose just one.
The point is to build a practice with multiple ways to grow. This way you're not putting your entire business in the hands of one insurance panel, one referral source, one algorithm, or one zip code..
I actually think the healthiest practices have multiple ways for clients to find them.
That's how I've built mine.
I use a combination of:
Online reach → Instagram, SEO, newsletter, podcast
Local reach → Google, word of mouth, community referrals
Insurance → accessibility + consistent referrals
Private pay → higher-value services + flexibility
A specific niche → becoming known for something instead of trying to be everything to everyone
And, because I'm licensed across multiple states, I've been able to take that niche beyond my own small-town community.
That's what I want to teach you.
I don't believe there's one "right" way to build a private practice.
Hi, I’m Salena.
I’m a licensed psychologist who built a thriving niche private practice from a small town in North Carolina. Over the past few years, I’ve grown my practice across multiple states, built an Instagram audience of nearly 75,000 people, grown a newsletter to more than 6,000 subscribers, and started a podcast, all while balancing insurance, private pay, and local referrals. I’ve learned how to use a really specific niche, social media, SEO, and community marketing to create a practice that isn’t dependent on just one source of clients.
Now, I’m teaching other therapists how to do the same and build a practice that’s profitable, sustainable, and accessible.
How to work together
Private Practice Growth Intensive
$397
A one-time deep dive into your practice.
We'll look at your marketing, niche, website, SEO, referral sources, insurance/private pay mix, and opportunities to grow beyond your local market.
You’ll receive:
90-minute private session
+90-day growth plan
Private Practice Growth Mentorship
$2,000
We'll take everything from your growth plan and put it into action over 3 months.
We'll work through your marketing, positioning, referral strategy, insurance/private pay mix, content, SEO, and whatever else is actually standing between you and the practice you want.
You’ll receive:
3 months of 1:1 support
+ 6 private coaching sessions
You don't need another business strategy to save to your bookmarks.
You need a plan you can actually use.
Let's figure out what's keeping your practice from growing
& what to do about it.