Marketing in Psychiatry: What You Can (and Can’t) Say

Marketing in psychiatry can feel like walking a tightrope. On one hand, psychiatrists need to reach potential patients, differentiate themselves, and build thriving practices. On the other hand, there are strict ethical standards, legal guidelines, and patient privacy concerns that make traditional “sales” strategies off-limits.

So, how do you market a psychiatry practice effectively while staying compliant and professional? Here’s a breakdown of what you can, can’t, and shouldn’t say in your marketing.

What You Can Say

These strategies align with professional standards and help you connect with patients ethically:

1. Your Qualifications and Training
   
   • Board certifications, subspecialties, fellowships, and years in practice are all appropriate to highlight.
   • Example: “Dr. Smith is board-certified in child and adolescent psychiatry with over 15 years of clinical experience.”
2. Your Areas of Focus
   
   • You can clearly state the conditions you commonly treat (e.g., depression, ADHD, bipolar disorder).
   • Example: “We provide evaluation and treatment for mood and anxiety disorders, ADHD, and trauma-related conditions.”
3. Your Approach and Philosophy
   
   • Sharing how you approach care is not only allowed but also helpful to patients.
   • Example: “We take a holistic approach, integrating medication management with therapy and lifestyle interventions when appropriate.”
4. Educational Content
   
   • Blogs, webinars, and videos that explain psychiatric conditions and treatments are both ethical and effective.
   • Example: “5 Myths About ADHD Medication” or “What to Expect in Your First Psychiatric Evaluation.”
5. General Patient Experience
   
   • You can describe the convenience or accessibility of your services.
   • Example: “Offering evening telepsychiatry appointments for busy professionals.”

What You Can’t Say

Certain types of claims or marketing language can cross legal or ethical boundaries. Avoid these pitfalls:

1. Guaranteeing Outcomes
   
   • Psychiatry is complex, no treatment works 100% of the time. Avoid absolute promises.
   • Not allowed: “We guarantee results in two weeks.”
2. Patient-Specific Testimonials Without Proper Consent
   
   • HIPAA strictly protects patient information. Even “anonymous” testimonials can risk privacy violations.
   • Avoid using patient photos or quotes without explicit written consent (and even then, be cautious).
3. Comparative or Superiority Claims
   
   • Don’t market yourself by claiming you’re better than another psychiatrist or clinic.
   • Not allowed: “The #1 psychiatrist in New York.”
4. Sensationalized Language
   
   • Words like “miracle,” “instant,” or “cure” are considered misleading.
   • Not allowed: “Our treatment is a miracle cure for depression.”
5. Unsubstantiated Scientific Claims
   
   • If you mention a treatment’s effectiveness, it must be backed by legitimate evidence.
   • Not allowed: “This supplement reverses bipolar disorder.”

What You Shouldn’t Say (Even If You Can)

Some things are technically permitted but may undermine professionalism or erode trust. Tread carefully with:

1. Overly Casual or Trendy Messaging
   
   • While medspas use flashy language, psychiatry requires a more measured tone. Patients need reassurance, not hype.
2. Overemphasis on Self
   
   • Marketing shouldn’t feel like self-promotion at the expense of patient focus. Instead of “I’m the best at…”, frame messaging around “Here’s how I can support you.”
3. Excessive Jargon
   
   • Using overly clinical language may alienate patients. Keep explanations approachable without oversimplifying.
4. Social Media “Virality” at the Expense of Privacy
   
   • Be mindful of platforms like TikTok or Instagram. Sharing general education is fine, but blurring ethical boundaries for engagement (e.g., joking about patient cases) risks credibility.

Ethical Ways to Market Psychiatry

If you’re looking for inspiration, here are strategies that work:

• Educational Blog & Video Content: Break down common conditions and treatments in clear, accessible language.
• SEO-Friendly Website Copy: Patients search symptoms like “trouble concentrating psychiatrist,” optimize your content to be findable. Explore our guide on SEO for psychiatry practices for more ways to boost your online visibility.
• Community Engagement: Partner with local schools, primary care offices, or wellness centers for talks and workshops.
• Professional Branding: Clean, modern website design and consistent messaging build credibility.
• Patient-Centered Messaging: Focus on empowerment and hope rather than fear.

The Bottom Line

Marketing is not about “selling” psychiatry, it’s about making your services visible and accessible to people who need them. By focusing on education, professionalism, and patient-centered messaging, psychiatrists can market ethically, avoid compliance risks, and still stand out in a crowded mental health landscape.

OptiMantra helps psychiatry practices put these strategies into action with tools that simplify patient engagement, streamline workflows, and support a strong digital presence. Try for free here!