House Collective partnered with the leadership of two affiliated mental health organizations during their launch phase: a California nonprofit providing clinical training and counseling, and a California-based online private practice serving clients in three states. Beginning with The Blueprint for each organization, we provided marketing leadership and a curated team. Contacts through the nonprofit therapists’ Psychology Today profiles grew more than 164%.
Services
The Blueprint · Marketing Leadership · Strategic Marketing & Consulting · Digital Experience & Optimization · Campaigns & Implementation
Client
Mental Health Nonprofit & Private Practice · Clinical Training & Therapy Services
California-Based Nonprofit · California-Based Online Private Practice Serving Three States
Outcome
Distinct marketing foundations for two affiliated organizations, from positioning and websites to professional directories, technology, and team enablement.
Impact
The work improved access to information, expanded therapist visibility and referral pathways, and equipped the teams to support clinical training and multistate therapy services.
Selected Results
Growth in Profile Contacts
Through the nonprofit therapists’ Psychology Today profiles
Google Ads Conversions
From the nonprofit’s paid search campaigns
Mobile Performance Score
Up from 12 for the private practice’s website
Online Directories
For each organization, strengthening search visibility
Figures reflect client reporting and platform data for the organizations featured in this case study. Results vary with each client’s goals, market, budget, and scope.
Responsibilities
Opportunity
Two organizations with distinct models and audiences.
Both organizations were newly established, with different business models, services, audiences, and geographic reach. Their marketing needed to build awareness and make services easier to discover while supporting therapist visibility, clinical training, and the privacy and regulatory considerations of mental health marketing.
Strategy
Tailoring the strategy to each organization.
We began with a separate Blueprint for each organization. The nonprofit combined clinical training with counseling services in California, while the private practice provided online individual, couples, family, and group therapy across three states.
Each Blueprint considered the competitive landscape, audiences, messaging, search behavior, and professional directories, setting clear priorities for implementation.
Customer Journey
We identified how people search for therapy and choose a therapist, then built clear pathways from first search to first appointment.
- Search & Online Directories
- Psychology Today Profiles
- Service Pages & Therapist Profiles
- Contact & Scheduling
Strategic Marketing & Consulting
Expanding access and therapist development.
The marketing needed to reach people seeking care while supporting the therapists and trainees providing it, with audience work spanning life stages, cultural backgrounds, therapy needs, and telehealth preferences. For the nonprofit’s clinical training model, we developed a structured onboarding process, directory profile guidance, and individual marketing coaching to help therapist trainees establish their professional presence.
Digital Experience & Optimization
A digital experience from strategy to ongoing management.
We began by guiding the organizations’ existing website developer and grew into ongoing website management, from service pages and therapist profiles to contact pathways and technical optimization that made both websites faster on desktop and mobile. Location pages for the private practice’s three state markets, SEO, Google Business Profile, and more than 50 online directories expanded search visibility.
Marketing infrastructure for a regulated environment.
We helped establish the technology and workflows behind the websites, forms, scheduling, analytics, advertising, and professional profiles. Privacy and HIPAA considerations, professional advertising requirements, and credential representation informed how each was approached.
Campaigns & Implementation
Paid search and social that expanded reach.
We managed Google Ads for both organizations: a Performance Max strategy that helped the nonprofit reach Californians seeking support across Search, Display, YouTube, and Gmail, and targeted campaigns for the private practice in its initial priority market. Social media programs on Facebook, Instagram, and LinkedIn, built on branded templates and a consistent weekly cadence, helped each organization share its expertise and values with the communities it supports.
Marketing Leadership
Marketing systems the teams could run.
Following the Blueprints, we continued as a hands-on marketing partner to leadership, the board, and clinical teams, coordinating specialists across SEO, paid media, content, social media, and team training. We also left practical resources the teams could continue using, from onboarding forms and profile templates to marketing guidelines.
A lasting framework for access, visibility, and clinical training.
Each organization now has a marketing foundation designed around its own services, audience, and team, and therapist trainees gained the tools and confidence to strengthen their professional presence.
We’d love to hear what you’re working on.
Most engagements begin with The Blueprint, our marketing audit and strategic roadmap.