For many people today, the process of finding the right therapist begins online, meaning your GoodTherapy profile is more than just a digital business card — it’s the gateway to your entire practice. With thousands of profiles competing for attention, having an optimized presence can significantly increase your visibility, boost client inquiries, and enhance your credibility. 

In this guide, we’ll show you practical, client-focused ways to shape your profile so that it stands out, resonates with real people, and inspires them to take the next step in their healing journey. Ready to create a profile that truly reflects your expertise and compassion? Let’s get started.

The Key Elements of a Successful Therapist Profile

Building the best therapist profile takes more than merely listing credentials or filling in required fields. To really stand out, you need to create a welcoming, human-centered space that shows potential clients who you are and how you can help. Each section of your profile is an opportunity to convey your approachability, expertise, and professional personality. Here, we’ll cover the essential elements of a standout therapist profile, helping you increase visibility and foster client trust from the very first glance.

Related: 3 Ways to Improve Your Therapist Directory Profile

Make Your Profile Photo Professional & Inviting

A well-composed, professionally taken photo can signal professionalism and compassion, making you appear as approachable and trustworthy as possible. Choose a clear and well-lit photo with a background that doesn’t distract from your face. Opt for natural or soft lighting and a friendly, relaxed expression to create a welcoming appearance. 

Ideally, your headshot should frame just your shoulders and face, and your attire should reflect your practice’s professional tone without being too formal. Avoid wearing busy patterns or harsh colors that may take attention away from your expression. And remember — no selfies. DIY pictures taken with your phone, tablet, or computer camera can make you appear less professional, which might dissuade clients from reaching out. 

Clearly Describe Your Therapy Style and Specialties

When describing your therapeutic approach, consider what would resonate with a potential client and put yourself in their shoes. Avoid technical jargon and instead use clear, client-friendly language that speaks to how your therapy approach can help people achieve their therapy goals. Describe the types of clients you work with and the specific benefits of your approach in terms that are easily understood. 

For example, instead of using complex psychological or academic terms, you might say, “I work with individuals and couples who feel stuck in recurring relationship patterns, helping them to communicate with grace and build stronger, healthier connections.” This makes your profile more relatable, inviting clients to see themselves in your description and understand how you can support them.

Focus on the Client Concerns You Address

Potential clients often scan profiles quickly, looking for therapists who specialize in the issues they’re experiencing. This is why it’s so important to clearly state the client concerns you address, whether they’re anxiety, trauma, addiction, etc. Your wording should be straightforward and easily understandable, as clients may be unfamiliar with clinical terms. 

If you offer support for unique or less common issues, such as grief counseling or support for non-monogamous relationships, feature them prominently, using clear, concise language. This clarity helps clients quickly identify if you’re the right fit for their specific needs and shows that you can meet them where they are.

Highlight the Therapy Types You Offer

Be sure to provide a clear outline of the therapy services you offer, mention any online or telehealth options available, and specify the therapeutic modalities you use. For example, a concise statement like, “I offer individual and couples therapy with a focus on Cognitive Behavioral Therapy (CBT) and Emotionally Focused Therapy (EFT)” is informative and to the point, allowing potential clients to understand your methods quickly.

Embrace SEO to Improve Your Profile’s Reach

The right therapy profile SEO (Search Engine Optimization) within GoodTherapy’s directory and external search engines will push you higher on search engine rankings and enhance your visibility. To do this, naturally weave valuable keywords relevant to your area and specialties into your profile. A balance between primary and secondary keywords can increase the chances of your profile appearing in searches, helping more clients discover your profile organically. To learn more about using SEO to create the best therapist profile, check out our guide on SEO tips for therapists. 

Include a Clear Call to Action (CTA)

An effective call to action is the final push on your page to make clients take that next step. Be clear about how clients can reach out and what action you encourage them to take. Inviting language like “Click the button below to schedule your free 15-minute consultation,” “Book an appointment to start your journey toward better mental health,” or “Contact me today to discuss how I can help you navigate life’s challenges” provides a gentle prompt, helping clients feel comfortable reaching out. Make it as easy as possible for them to connect by providing clear directions and accessible contact details, reducing any uncertainty about how to start the conversation.

Common Mistakes to Avoid in Therapist Profiles

Beyond following the above recommendations, avoiding these common pitfalls can make your profile more effective and engaging: 

• Using Too Much Clinical Jargon

When attempting to write the best therapist profile, it’s a must to use accessible and relatable language. Avoid overloading your profile with technical terms that may confuse or alienate potential clients. Remember, clients typically look for comfort and compassion, not a page from a textbook.

• Being Too Vague or Too Specific

Finding the right balance in your profile can be like a tightrope act. A vague profile won’t give potential clients enough information about how you can help them, while being overly specific may limit your audience to a narrow niche. Ensure that your profile speaks directly to your ideal clients without excluding others, offering enough detail to explain your approach but leaving space for clients to ask questions.

• Not Updating Your Profile Regularly

Keeping your information current is necessary when building trust and credibility. Profiles that are not updated regularly can lose relevance and may even lead to missed opportunities. Consider reviewing and updating your profile every few months, especially if you add new specialties or expand your services.

• Overloading Clients with Too Much Information

Clients should be able to get a sense of who you are and what you offer without feeling overwhelmed. Potential clients don’t need to know every detail of your life or career — keep in mind that including excessive information can dilute the impact of your core message. A concise, focused profile is more likely to resonate and lead to inquiries.

Read More: Land Mines to Avoid When Marketing Your Therapy Practice 

Take a Look at a Great Therapist Profile Example

Want to see what a fully optimized therapist profile looks like? See our example therapist profile to better understand how these tips come together to create a powerful first impression.

Bringing It All Together

A thoughtfully crafted profile helps you connect with real people who need support. Your GoodTherapy profile is your introduction to clients, allowing them to see who you are, how you work, and why you’re the right person to guide them. By optimizing your profile with more clarity, authenticity, and warmth, you’re not only enhancing your practice’s visibility — you’re making a difference for clients who may be struggling to find their perfect fit.

Review and update your profile today, or if you’re new to GoodTherapy, get started building your account in our online directory and watch your practice grow. Together, we can make a difference by creating better mental health outcomes around the globe.  

After a decade in community social work and private practice, I am comfortable saying that I love health insurance. Once I began to understand the intricacies, having a knowledge of this aspect of private practice has proved invaluable. I help clients and colleagues alike to navigate their benefits. So, don’t be afraid of the topic and instead think of it as anything else we do in mental health. You can tackle out-of-network billing questions with a few “coping skills.”

Insider’s Tip: Don’t be intimidated by health insurance lingo. You can use this to identify coverage quickly!

As therapists, we can rely on the initials HMO and PPO as the roadmap to knowing how to support a client with accessing their Out-of-Network benefits. I typically will ask a prospective client to send a photo of the front of their insurance card or simply ask them the name of their plan.

Most Americans have what we call a Preferred Provider Plan (PPO). This type of plan allows the consumer to choose their “Preferred” licensed therapist, and this is an amazing benefit. Each PPO plan will allow for a certain percentage of their cost of therapy to be reimbursed. Most plans reimburse by a percentage and are written as such: 60/40, 70/30, etc. This information is often also printed on the front of the card, or on the first page of the policy. Clients can be reimbursed this allotted percentage of each session.

So here is some “Therapist Math” as an example:

“Sara is a new client. She has a PPO plan from her job. When she chose her plan last year, she chose a 60/40 plan because it was a good value for her and her family. Now that Sara wants to begin therapy, she has found an amazing therapist and is ready to begin.”

If you are the therapist, you immediately are able to know that Sara’s plan will cover 60% of the cost of your fee. Sara will be responsible for 40% of your fee. If Sara has a deductible, her health insurance company will “pick up the tab” after she meets that deductible.

When I explain deductibles, I always explain in terms of car insurance. For some reason, people are much more comfortable in understanding this topic than mental health coverage. If you have a car accident, your car insurance company will pay for the repair AFTER you meet your deductible. Of course, you choose that deductible when you buy your plan. This is identical to deductibles for healthcare.

Now you can see how your session fee will be drastically discounted for Sara solely by using her existing health insurance benefits to cover 60% of the cost. Many plans will pay a higher percentage, but as a therapist, I love to inform my clients that they can see a 60% savings from my fee. Not only that, but by billing her out-of-network benefits, the therapist does not have to navigate the headache of insurance credentialing and can provide better quality care.

Some Americans will have an HMO insurance plan. This type of plan is often more budget-friendly but is much more restrictive. If I meet with a prospective client that has an HMO plan, I always encourage them to choose a more flexible plan and then they can receive more coverage of my fee once their new plan begins for the year.

We all know that the therapist-client relationship is strong. So, remember your value as a clinician. Your clients will appreciate your willingness to help them navigate their benefits, and even those with an HMO plan will spread the word about your clinical skills and your practice will thrive.

It started with a therapy student.

I was feeling energized while in a mentoring session with a graduate student at my alma mater. She expressed her ambition to eventually find herself as a therapist in private practice. Her questions were insightful, and her energy was infectious.  

I have enjoyed my work as a psychotherapist in solo private practice for over 10 years. In the past year, I have been reconfiguring my simple solo private practice into a complex group practice. I am enjoying the clinical aspect, continuing my own work as a therapist, as well as hiring and supervising early career therapists.  

But learning the accounting and legal aspects of running a business like this has been steep,  and for me, doesn’t come naturally. Truthfully, it has been outright humbling. I’ve been forced to recognize how little I know about family and medical leave insurance, unemployment insurance, employer sponsored health insurance, and payroll taxes. I’ve had to acknowledge the need to educate myself on these things, enough to find and hire professionals to support me in these areas. 

And what about marketing?  

I have barely scratched the surface on this new world. All of these things are running through my head when I was asked this question:  

“How did you set yourself up for success?”  

My mind rewound back to when I was a graduate student, followed by the years working in nonprofits and hospitals while earning my clinical hours towards my license.  

How did I set myself up for success? I’m not even sure what that means. “I suppose,” I said slowly, “I didn’t…”  

When you take any kind of professional or personal risk, there really isn’t an insurance, or “assurance”, that you will be successful. There are plenty of coaches and consultants who can guide you, at least in the professional realm; but, I made a lot of clumsy moves along the way, learning along the way. Some of them were quite costly in terms of time and finances.  

Some of my choices, I realize in hindsight, appeared a bit unpolished. For instance, I  built my own first website before there was Wix or SquareSpace. It was a Yahoo Small Business website, and I called it Yogalena Therapeutics. What even is that??  

I chuckle to myself now when I think about it. But I was PROUD of it then.  

Was that going to set me up for success? Were people googling words like “Yogalena” and “Therapeutics” in their search for a psychotherapist who loves yoga? 

What does it mean to be successful?

In our never-ending quest for success, there really isn’t a recipe. You take a step in the direction in which you are either energetically driven, or even just a little curious. And then make your move. Sometimes you don’t necessarily know what your next move beyond that will be.  

 We refer to this as the proverbial “leap of faith.”  

The thing that often stops us the most from pursuing the thing that we most desire is the fear that we aren’t “set up for success,” so why even bother trying?  

 That is your anxiety talking. Your anxiety wants to keep you stuck, spinning your wheels, wishing you could get past your fears and “level up.” Much of the work of therapy is identifying these fears, and then taking small steps in the direction of your goals.  

 Of course you need to lay a foundation for any professional goals you have. You must do the work, and recognize that learning never stops. But worry less about doing so perfectly, or you will likely never start. 

An evolving concept.

In the end, I told my interviewer that there is no formula for success. There is only continuing education, vision, inspiration, creativity, and energy. There will also be setbacks, anxiety, fears, and yes, some losses. There may even be some failures, which sometimes require time to heal. Then you can reevaluate before determining next steps. 

But please, I implored her, do not let that stop you! If you want to be successful at something, first, decide what type of success you are looking for. What does success mean to you? Is there a financial benchmark, or a professional milestone of accomplishment that means you are successful? Then, not fearlessly, but in spite of your fears, go in that direction.  

Keep in mind, the mark of “success” is always moving. You may reach one milestone and find you already have your next milestone in your sights. Celebrate the victories before moving on to that next level of success. And remember, there is no “there, there.” Few people arrive at their personal pinnacle and think to themselves, “Ok, I did it! I’m successful!” And then stop.

My hope for you is that you will enjoy your wins along the way, and continue setting your sights on the next peak to climb. Rather than setting yourself up for success, set your goals and continue moving towards them. And find some time to enjoy the ride! 

by Megan Paterson, Licensed Marriage and Family Therapist in Roseville, California

5 Tips for Helping a Client When You’re Both Stuck

Ever had a client who keeps booking appointments and coming in faithfully, but you can’t figure out why? You know, the type of client that makes you wonder, “What are we even doing here?” All of your suggestions, re-directs, and reframes just seem to float in the room and out the window to Neverland. This client seems to be in the exact same stuck place week after week.

If you find this frustrating, you’re not alone. As a clinical supervisor, I often hear about how therapists feel “stuck;” as a therapist myself, I have been here as well. What do you do in this situation?

1. Go Back: What Do They Want?

Go back to the basics! What is the presenting problem? What brought this client into therapy in the first place? Every client who seeks therapy makes that initial call to you for a reason, seeking a change. Keep this reason in mind and bring it up in session. This sounds basic, but it’s so helpful to return to in treatment because it is how we measure progress. Ask questions to remind the client, why did he/she/they seek services in the first place? What is the change they are looking to experience?

2. Double-Check: Is the Diagnosis Right?

After re-visiting the “presenting problem,” you should double-check the diagnosis. Ask your client what symptoms they are experiencing, giving particular attention to what might validate or undermine your current diagnosis. Reconsider what treatment goals and methods you can develop and implement based on the diagnosis.

I have always found going back to “presenting problem” and “diagnosis” to be useful when I notice that “stuck in session” mode reoccurring. It helps me focus, and it allows clients to participate in their own wellness plan. It holds clients accountable for their work with you; you are not his/her/their “friend” and this is good boundary to always re-visit without having to straight out say it.

3. Consider: Mull Over These Questions

Once you’ve clarified the presenting problem and the diagnosis based on the client’s symptoms, here are few questions to ask yourself to help resolve this “stuckness” for both your client and yourself:

1. What conflicts could arise for this client when change occurs? Maybe the fear of “change” keeps this client stuck.
2. What does this client gain from being “stuck?” Maybe it’s attention or predictability.
3. How has this client experienced trust in their life? Explore “trust experiences” with your client. Trust is built in droplets, and if your client has a history of betrayal or lack of trust in relationships, this may be a reason for feeling “stuck.”  Address “trust” as a goal and use your relationship of building rapport and trust as an intervention and see if the feeling of “stuckness” reduces.
4. Am I providing containment for this client to feel heard? And maybe that in itself, right now, is working towards the goal?
5. Am I as the therapist talking too much in session? What would it change if I remained quiet a bit longer?

4. Ask: Is the Client Ready to “Graduate?”

Remember, if the client is not meeting a diagnosis, then they do not meet “medical necessity” for therapy. This is a good thing to communicate to your client. They might not need therapy! Termination is a good thing; celebrate this phase of therapy!

If they aren’t ready to finish their therapeutic work, but you come to realize that you can no longer help them, you have other options that further their interest! Don’t be afraid to refer out or provide “natural supports” options. Help them connect with friends, family, and community supports.

5. Stay Curious: Reconsider the Value You Bring

If your client pays you and books another session, something is probably working even when you mentally label a session as “stuck.” Therefore, pay attention what keeps this person coming back.

You are offering a service, meeting a need for this client, maybe even when you feel like you don’t. Creating space, modeling containment, hearing clients  — these are powerful services. The energy in a session can change, especially when it is clear to the client that they are heard and they are safe. Provide safety, build trust, say less, and you will see change in your “stuck” sessions and in your work with your clients. Let go of judgment, get curious about this “stuck” feeling in session, ask questions about “stuckness” — and see what unfolds. Sometimes, when you call the elephant out in the room, it gives you something to talk about.

Did you know GoodTherapy reserves publishing opportunities for members? If you have wisdom to share with the public or other therapists, check out the “Submit an Article” section of your Member’s Area to get the scoop. Not a member yet? Explore GoodTherapy membership opportunities.

by Connor D. Jackson, JD

Connor D. Jackson is a healthcare attorney based in Chicago who serves independent practices in several states. Visit his firm’s website here.

Truth In Advertising: Avoid These Land Mines When Marketing Your Therapy Practice

With the explosion of digital marketing, mental health professionals have more outlets than ever to promote their services. And when trying to drum up new clients, it’s natural to focus on using the medium, message, and imagery to stand out from competitors. 

But federal law and state practice acts don’t favor creativity or persuasiveness in marketing. Instead, they demand accuracy and transparency. We discuss the constraints that you need to understand when creating your public profile.

The Legal Definition of “Advertising”

Under the law, restrictions on advertising and marketing cover a broad scope of activities. Advertising refers to any public communication designed to attract business. Therefore, it includes websites, directories, author/speaker bios, business cards, online map listings, and everyday social media posts. In short, anything that potential clients can use to form an understanding of your services or qualifications falls under this term.

Representing Credentials

The American Counseling Association (ACA) Code of Ethics and American Psychological Association (APA) Ethical Principles prohibit members from directly or implicitly misrepresenting their qualifications. Counselors and psychologists cannot misstate their training, education, accreditation, or association membership status. Trainees and supervisees must disclose their status as such.

Though state practice acts vary in precise terminology, they mirror the ACA’s and APA’s prohibitions against false titles or credentials. It’s never acceptable to fudge your qualifications or imply that you have a degree or professional credential that you lack.

In California, for example, unless you are a Licensed Marriage and Family Therapist (LMFT), you should not advertise you can do “marriage consulting,” nor should you advertise you perform similar services to an LMFT.  Similarly, California mandates that unlicensed associates disclose that they are a supervised entity in all advertisements and not use any degree credentials.   

It’s crucial to stay abreast of your state’s most current terminology. Take Colorado’s nomenclature for unlicensed psychotherapists that are listed in the state’s registry. Until recently, they were called “registered psychotherapists.”  However, to potential clients, the term sounded like full licensure. In response, Colorado recently changed the title to “unlicensed psychotherapist” and sunsetted the older term. 

Washington provides a similar example of shifting terminology. In the early 2000s, Washington legislators created a “registered counselor” category as a catch-all for anyone who had not attained the master’s degree and thousands of clinical hours required for full licensure.

However, in 2008, after a Seattle Times exposé alerted the public to substandard care and sexual misconduct by untrained, poorly vetted Registered Counselors, Washington dropped the category. Today, anyone practicing therapy in Washington without full licensure must represent themselves as unlicensed and may not advertise or operate a “counseling” practice.

On the flip side, understating credentials also creates problems. For example, licensed professionals should never advertise clinical therapy as “coaching” to evade state laws. It doesn’t work — the laws will still apply!

Representing Products and Services

The Federal Trade Commission Act (FTCA) demands all claims be truthful and not misleading. In the context of health advertising, this means the Federal Trade Commission (FTC) will evaluate what express or implied claims are conveyed to consumers and whether reliable scientific evidence supports these claims. 

In evaluating the implied claims, the FTC looks to the “net impression.” The FTC asks, “Based on what the public generally understands the expressions in the advertisement to mean, is the ad truthful?”

The FTC also requires that information be presented clearly to avoid confusion. Thus, the FTC views omissions, such as not disclosing when clients receive payment for testimonials, as misrepresentations. Disclosures and disclaimers must be clear and conspicuous, not buried in the fine print or obscured by technical language that the typical consumer will not understand.

False, deceptive, or misleading claims are not solely the purview of federal law. Many state practice acts prohibit making scientific claims that are not substantiated by reliable, scientific evidence. 

To stay compliant with federal and state laws, 

• Avoid overstatements or black-and-white language that cannot be verified.
• Avoid superlatives such as “best” or “most.”
• Don’t offer “cures” and never promise that you can deliver a result, such as “zero anxiety” or “full recovery.”

Using Testimonials

Across all industries, testimonials serve as one of the most powerful, persuasive marketing tools. However, for mental health professionals, they require additional caution.

The American Psychological Association Ethics Code and the National Association of Social Workers Code of Ethics prohibit therapists from soliciting testimonials from current clients or anyone who may be vulnerable to undue influence because of their particular circumstances. The American Counselors Association goes further, prohibiting counselors from soliciting testimonials from former clients.

When a client independently volunteers to submit a testimonial, the therapist should explain all risks and obtain explicit, signed consent before publishing it. Moreover, the therapist must avoid violating the client’s confidentiality in keeping with the HIPAA Privacy Rule and state laws. 

As with all other advertising materials, the testimonial’s content must be truthful, including disclosing any compensation to the client. As the party benefiting from the testimonial, the therapist will likely be responsible for the content. 

The Keys to Compliance

In the end, compliant marketing boils down to four efforts:

1. Recognize that restrictions on advertising and marketing apply to a wide range of public-facing activities.
2. Disclose your education, training, license, and practice specialty areas with precision and according to your state’s regulations. Never inflate your credentials, even by suggestion.
3. Be conservative with claims about what your practice or style of therapy can achieve. Refrain from making statements that you cannot support with reliable data, such as peer-reviewed studies.
4. Tread cautiously with client testimonials by obtaining consent, protecting privacy, and ensuring that the content paints an honest picture.

Keep in mind that many marketing consultants and copywriters don’t understand the stringent guidelines surrounding healthcare. As a result, they may urge you to ask for testimonials or use language that skirts the truth. It’s also likely that you can find examples of competitors who appear to ignore the guidelines. 

Just remember that it’s your practice at stake. Ultimately, it’s you (and no one else) who bears responsibility for your advertising. With truth and transparency behind you, you’ll likely stay on the right side of the law and build more trust with potential clients. For help staying legal with your advertising, check out our advertising materials review services. 

Registries are an important part of any psychotherapist’s marketing strategy. Being listed on GoodTherapy lends you credibility and makes you easier for potential clients to find. Check out the whole host of perks that come with GoodTherapy membership and join today!

This article is made for educational purposes and is not intended to be specific legal advice to any particular person. It does not create an attorney-client relationship between Jackson LLP Healthcare Attorneys and the reader. It should not be used as a substitute for competent legal advice from a licensed attorney in your jurisdiction.

by Connor D. Jackson, JD

Connor D. Jackson is a healthcare attorney based in Chicago who serves independent practices in several states. Visit his firm’s website here.

Psychotherapy vs. Coaching: What’s the Legal Distinction?

Therapists have the education, license, and clinical training required to prepare them for their day-to-day work with clients. But those things also come with restrictions: licenses are usually state-specific, and each state’s laws set forth a therapist’s legal responsibilities (like mandatory reporting). This leaves some therapists eyeing the “coaching” industry and profession with envy and asking, “Why don’t the same rules apply?”

Therapy and coaching are very different things.

Or at least they should be very different things! Therapists are healthcare providers, while coaches are not. While every state requires therapists to be licensed, no state regulates or licenses coaches. Due to the lack of license requirements, coaches do not necessarily have 

• Appropriate training or education
• Oversight by a regulatory body
• Obligation to comply with HIPAA
• Mandatory reporting requirements
• Clinical experience

A coach is not a healthcare professional and cannot do work that infringes on a therapist’s legal scope of practice.  Under the law, coaches cannot do any of the following:

• Bill their services to health insurance companies.
• Offer the breadth of care and services provided by therapists.
• Diagnose or treat mental health conditions.
• Describe their services using any of the terms that the law protects for licensed professionals.

Any coach who delivers services that mirror the scope of practice of a licensed psychotherapist risks felony charges. 

In Illinois, for example, regulatory authorities have sanctioned unlicensed persons who step into the realm of licensed mental health care. The following examples are from disciplinary reports from IDFPF (Illinois Department of Financial and Professional Regulation):

• An unlicensed person was penalized for practicing medicine without a license because she owned a business that offered psychiatry services — even though she performed only administrative duties.
• An unlicensed person practiced licensed clinical social work for a decade and billed his services to insurance under a licensed provider’s credentials. 
• An unlicensed person who used the term “social worker” was fined and sanctioned for engaging in the unlicensed practice of social work.
• A therapist who billed an unlicensed person’s services to insurance was sanctioned for aiding and abetting the unlicensed practice of social work.

Other states have been similarly strict. For instance, Oregon found that a woman’s “coaching” services were professional counseling services and sanctioned her.

Protected Language

In many states, licensed providers have protected language. In other words, people who do not hold that same license are not legally allowed to use certain words to promote or describe their services. 

In California, for example, LMFTs’ practice act says:

“No person may engage in the practice of marriage and family therapy… unless he or she holds a valid license as a marriage and family therapist… nor may any person advertise himself or herself as performing the services of a marriage, family, child, domestic, or marital consultant, or in any way use these or any similar titles, including the letters “L.M.F.T.” “M.F.T,” or “M.F.C.C,” or other name, word initial, or symbol in connection with or following his or her name to imply that he or she performs these services without a license as provided by this chapter.” (BPC § 4980(b))

Coaches who use protected words or abbreviations can be penalized for practicing the licensed profession without a license. So even if she’s never seen a single client, “Carrie Coach, MFT” is illegally holding herself out to the public as a marriage and family therapist.

Licenses vs. Certificates

For patients, a string of letters after a professional’s name can signal credentials and qualifications. But in healthcare, letters mean something specific. 

As an example, consider a life coach who works with couples, Jane Jones, CPC, CSC, CHLC. Jane’s credentials? She’s a Certified Professional Coach, Certified Sex Coach, and a Certified Health & Life Coach. She obtained all of these certificates from nonaccredited, for-profit businesses, and some of them were non-interactive, online-only programs. 

In healthcare, some of the acronyms that Jane is using also mean other things. A CSC may be a licensed nurse who has completed additional training to earn a cardiac surgery certification. And a healthcare practice may require that their administrator be a CPC—or a certified professional coder trained in medical billing.

Imagine that a couple experiencing marital strain rooted in a traumatic event is searching for help. They find a listing for Jane, who has glowing online reviews from those who claim she saved their marriage. 

The couple compares Jane’s online profile with that of Tara Thomas, LCP. Tara is a licensed clinical psychologist with no reviews, as soliciting them from patients violates her practice act. Tara holds a Ph.D. in psychology from an accredited university, and she has significant clinical experience. She has completed all of the requirements to obtain her state license, and she bills her services to insurance. She can also diagnose one partner’s PTSD, and she protects her records per HIPAA.

Jane Jones and Tara Thomas have starkly different experience and qualifications, yet they’re sometimes “competing” for the same clientele. However, it’s crucial to note that a coach whose work too closely mirrors Tara’s is likely practicing psychology without a license — a criminal offense in many states! 

Psychotherapists Who Practice as “Coaches”

Licensed psychotherapists may view the grass as greener in the coaching industry. However, while it may be tempting for therapists to call themselves coaches to avoid regulatory oversight, doing so can create more (not fewer) headaches. 

Coaches are subject to the same legal regulations as therapists — they just have a much harder time satisfying them! Therapists have the credentials, practice acts, and legally articulated role in population health. Meanwhile, coaches’ conduct isn’t regulated by any state’s law, but if they step into any of the areas within the scope of therapists’ practice, they, too, will face legal consequences. 

In the end, there are no shortcuts to becoming a healthcare provider.

This article is made for educational purposes and is not intended to be specific legal advice to any particular person. It does not create an attorney-client relationship between Jackson LLP Healthcare Attorneys and the reader. It should not be used as a substitute for competent legal advice from a licensed attorney in your jurisdiction. 

One key benefit of psychotherapy regulation is fundamentally protective. Both mental health providers and the public benefit from a clear definition of roles and responsibilities in the practice of psychotherapy. A regulatory body can to step in and discipline a therapist who is acting outside their scope of practice; nothing like that exists in the world of coaching. Check out our classic article “50 Warning Signs of Questionable Therapy and Counseling” to learn more about behaviors to avoid as a therapist, both regulated and unregulated.

by Connor D. Jackson, JD

Connor D. Jackson is a healthcare attorney based in Chicago who serves independent practices. Visit his firm’s website to learn more.

Telehealth: Insurance & Legal Considerations

When evaluating whether telehealth services are covered by insurance, three concerns should be top of mind. The requirements of individual states, insurance companies, professions, and claims vary widely. Thus, something that might cause one claim to be denied could be irrelevant to another claim’s approval. It’s important to know what questions to ask and what the answers mean for your practice’s procedures.

1. Is it covered, and will I get paid?

First, determine whether your state legislature has enacted telehealth insurance parity laws. These laws typically require parity between the types of services covered or the reimbursement value of the services. For example, coverage parity requires that insurers cover telehealth-based services that they already cover when offered in the office. If a state also requires payment parity, insurers reimburse providers for telehealth services at the same rate as in-person encounters. 

Many states have coverage parity laws, but achieving payment parity has been a tougher battle for providers. CMS has already announced that some payment parity changes will be rolled back once the COVID emergency ends. Legislation is pending in several states to protect temporary payment parity changes, but even if passed, these laws will apply only on a state-by-state basis.

2. Do I need to change how I file claims?

The second insurance-related consideration requires that the provider bill the services using the correct codes, including any modifiers. Most mental health providers are already familiar with the “95” CPT code modifier for telehealth services. 

During COVID, however, CMS reminded providers that claims should include “DR” (disaster-related) and “CR” (catastrophe-related) modifiers as needed to ensure payment.  DR/CR modifiers aren’t generally needed for outpatient mental health services, and they were used more by those whose underlying roles shifted during the pandemic. 

For example, an ambulance company could seek reimbursement for responding to a 911 call and rendering paramedic services, even if they didn’t transport the patient back to the hospital, because COVID requirements didn’t allow them to follow that protocol. When filing their claim with Medicare, the company would add a DR/CR code to identify COVID as the reason they didn’t take the patient to the hospital.

3. Does it matter where I’m licensed?

The provider’s license matters to insurance companies. They use it to determine if the provider is eligible to provide services in the state where the client received them, and they verify it during the paneling or credentialing process before allowing that provider to be in their network. A “place of service” code and office address on a claim form could also reveal that the provider is located out-of-state.

Licensing for Telehealth Care

Traditionally, providers were licensed in the state where they lived and offered care. The client’s state of residence was generally irrelevant because clients saw their clinicians at a physical location. 

The emergence of telehealth in recent years was accompanied by an all-too-common expansion of technology at a faster pace than legal developments. The majority of clients continued seeing their providers in person, and coverage parity laws became the norm only shortly before COVID began. When the pandemic forced providers to suspend in-person care, they faced a new and existential question: whom can I treat?

1. If I’m only using telehealth, am I restrained by my state license?

Under the framework in most states, the law considers a telehealth visit to take place where the client is located during the encounter. This means that the provider must be licensed in the state where the client is actually located — a requirement that theoretically ensures that the provider is regulated by the client’s state and is aware of that state’s practice requirements, such as:

• scope of practice
• standards of care
• informed consent requirements
• state medical privacy rules

In reality, an excellent therapist in Illinois is likely also an excellent therapist in California. Technology now allows them to bridge that geographic divide — if only the law followed suit.

For example, say that you’re licensed in New York, live in New York, and have always seen clients at your New York office. During COVID, some of your clients permanently moved out of the city and into suburbs in New Jersey and Connecticut. Unless New York has a border-state exception, the law prohibits you from treating your NJ and CT clients via telehealth. Some dense geographic areas, like the DC-VA-MD metro area, have recognized the challenges of regulating certain professionals individually and have implemented border-state licenses or waivers, 

Some of these requirements arise from the expectation that providers and clients do reside in the same place. Proximity may even be clinically necessary — if a provider determines that a client’s care necessitates an in-person visit, then they could schedule that appointment promptly. This is particularly a consideration in psychiatry or for therapists working with youth or those with significant mental illness. 

If providers and clients are in different locations, then an in-person visit would be impractical or impossible — even if the standard of care required it. COVID, however, upended some of these norms. Providers were forced to ask themselves whether a client was “safer” receiving teletherapy from home or risking COVID infection by entering their office. Providers also had to consider their own health and how in-person encounters could impact their families, staff, and other clients. Telehealth rapidly became the norm, and emergency orders allowed providers to continue treating their clients even if people had moved around a bit in response to the pandemic. 

2. My profession has an interstate licensure compact. Does that change things?

The Psychology Interjurisdictional Compact (PSYPACT) coordinates the practice of telepsychology across state lines, giving licensed psychologists more flexibility. Currently, over one third of U.S. states have effective PSYPACT legislation, and by the end of 2021, that number will jump to half of states.

Under PSYPACT, psychologists must be located within a compact state in which they are licensed. Meanwhile, the client must also be located within a participating state.  The authorization does not come automatically, however. To practice telepsychology under the authority of PSYPACT, psychologists must obtain an Authority to Practice Interjurisdictional Telepsychology (APIT) and possess an active ASPPB E.Passport. 

The pace of new PSYPACT legislation suggests that lawmakers recognize the value and the demand for teletherapy services that reach across state lines. Nonetheless, the laws still lag behind the technology. Therefore, therapists who wish to set up an interstate practice must understand the laws that apply to their situation.

Figuring out exactly what is required of you and what path makes sense for your practice isn’t something you have to do alone. Law firms like Jackson LLP Healthcare Attorneys specialize in providing counsel to mental health providers to help you get it right in your practice of psychotherapy.

This article is made for educational purposes and is not intended to be specific legal advice to any particular person. It does not create an attorney-client relationship between Jackson LLP Healthcare Attorneys and the reader. It should not be used as a substitute for competent legal advice from a licensed attorney in your jurisdiction.

Ethics Training for Mental Health Providers

Ethics training is essential for mental health providers, helping you provide the very best help to your clients and patients. As laws, technology, and our understanding of people and the therapeutic relationship continue to evolve, ethics training keeps you and your practice up to date.

The theory and study of ethics stretch through every profession as the measure of quality in decision-making. Ethics play a vital role in how therapists and counselors choose to interact with their clients. For mental health providers, having a strong understanding of ethics is important for maintaining healthy boundaries with yourself, other professionals, and clients as you work through some of life’s more difficult topics. Keep reading for a brief explanation of ethics and an examination of how ethics training is important for therapists.

What Do We Mean by “Ethics?”

Ethics is a complex term that we use to talk about several different aspects of appropriate conduct. The most relevant definitions of ethics from Merriam-Webster for our purposes are “the discipline dealing with what is good and bad and with moral duty and obligation” and “the principles of conduct governing an individual or a group.”

According to the American Psychology Association, The Ethics Code “provides a common set of principles and standards upon which psychologists build their professional and scientific work.” Its goals are “the welfare and protection of individuals and groups with whom psychologists work and the education of members, students, and the public regarding ethical standards of the discipline.”

Ultimately, ethics training ensures that you know the ethical principles that govern psychotherapy and understand how to align your professional conduct with them.

Looking for ethics courses? Check out our lineup of ethics CE courses for therapists!

How Does Ethics Support Psychotherapy?

As mental health providers, you must frequently determine how to apply ethical principles in various contexts. That’s why many jurisdictions require psychotherapy practitioners to take continuing education courses in ethics. Through ethics training, you’ll grow in your understanding of how to weigh ethical issues in psychotherapy and what to do if you get stuck in the decision-making process.

Staying up to date with the ethical standards and best practices will help you practice psychotherapy in a way that avoids ethical violations. Providers who exhibit unethical behavior may can find themselves at risk of losing their license or ability to practice.

Examples of Unethical Behavior

Ethics violations include many different examples of poor decision-making. Here’s the scoop on four of the most common therapist ethics violations.

Dual Relationships

As a therapist, you should never have a client who is or becomes someone you share a personal relationship with (e.g.,  a family member, friend, or romantic relationship).

Breaking Confidentiality

Confidentiality is essential for building trust with clients; sharing private client information with another party without the client’s informed consent breaks that trust and violates ethical standards. Confidentiality has a wide scope, including what you tell a friend over coffee and how securely you keep your client files.

Failing to End Therapy

If you do not end therapy with a client you are not in a position to help, whether that’s because you cannot give them the attention they need, you do not have the knowledge or expertise to address their concerns, or the client is no longer benefiting from therapy, you are not serving the client.

Practicing Without a License

It is unethical to offer psychotherapy without the credentials, such as a license or certification, that are required in the jurisdiction where you’re practicing. Licensing boards are a great place to start. It is each therapist’s responsibility to know the requirements that govern their practice and follow them.

Impacts of Unethical Behavioral

Ethics training for mental health providers can help you avoid unethical behavior. This is crucial, as therapist ethical violations can have a lasting impact on you and your clients.

For someone who has come to you for help or attention to address issues and problem areas in their life, unethical behaviors can be damaging to their progress. Because of the inherent imbalance of power in the therapeutic relationship, clients are vulnerable. Your unethical choices can harm a client’s ability to trust (both in future therapy contexts and in their personal lives) and can cause them further psychological damage. Ethics training keeps you in the loop about how to act ethically and protect the integrity of the therapeutic relationship, ensuring your client is safe and supported.

Staying Compliant

While most mental health professionals took ethics courses in school or during their certification, it is important to refresh your knowledge and stay on top of new developments in ethical psychotherapy. Continuing education courses on ethics can be a fantastic way to stay fresh on the topic and stay up to date. Many jurisdictions require a minimum number of continuing education hours to be about ethics, and it’s easy to see why.

GoodTherapy offers ethics courses as part of our continuing education program. There are three ways to access our continuing education courses: CE Only allows you to purchase courses a la carte; CE Unlimited allows you to take as many courses as you want for a monthly fee; and Premium or Pro membership options include a profile in our registry, unlimited access to our CE courses, and other perks. Check out your options today!