Branding and Marketing Your Private Practice with SLP Marcia Church

Marcia Church kicked of our season 2 of The Speech Source Podcast’s “How I Built My Speech Path Business” and we couldn’t have picked anyone more inspiriting and energetic. Marcia is the perfect person to talk about the branding and marketing side of starting a business. Often this is an aspect that is overlooked, but we learn in our interview with her just how important branding your business is and how it can be the foundation of creating a beautiful and successful business. Read below for a summarized version of our interview with Marcia, or click the photo above to enjoy the entire episode on The Speech Source Podcast!

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Interview with Marcia Church

Q: Tell us about your journey as a speech pathologist and how you started your own business.

A (Marcia): I started out as a speech-language pathologist (SLP) in Cleveland, Ohio, then took a job with a contracting company that allowed me to work anywhere in the country. After several years of working in schools and then transitioning to home health, I moved to Jacksonville, Florida, when my husband got a job with the Jaguars. I took a break from work to be a full-time mom for a couple of years. But in 2021, a former colleague asked me to evaluate her child, which sparked my interest in starting my own practice. Despite my initial plan to wait until my daughter was in kindergarten, I decided to dive in sooner than expected.

Q: What inspired you to transition from being a full-time SLP to a business owner?

A (Marcia): The opportunity to evaluate a child reignited my interest in speech pathology. I had been listening to the Independent Clinician’s podcast and realized the potential in starting my own practice. The timing wasn't what I originally planned, but I felt compelled to pursue it.

Q: Setting boundaries seems to be a key aspect of your approach. Can you tell us more about that?

A (Marcia): Setting boundaries is crucial for maintaining balance and preventing burnout. I'm passionate about setting boundaries and have no hesitation in saying no if something doesn't serve me or my family. For example, I set specific work hours and prioritize family time, such as picking up my son from the bus. By maintaining these boundaries, I've been able to grow my practice while still prioritizing my family's needs.

Q: How did you market your practice and attract clients?

A (Marcia): Investing in branding and marketing upfront was essential for attracting my ideal clients. I focused on creating a modern, professional image through branding photography, a well-designed website, and meaningful client reviews. Additionally, I utilized strategies like Google Business profiles, outreach to doctors and preschools, and networking within the community to attract clients.

Q: You've expanded beyond your practice to offer coaching and other services for therapists. How did that come about?

A (Marcia): Networking and establishing relationships within the speech therapy community led to opportunities to mentor and coach other therapists. I saw a need for resources to help therapists improve their branding and marketing efforts, so I launched additional services to support them. These opportunities arose organically based on my expertise and passion for helping others succeed.

Q: Balancing work and family life can be challenging. How do you manage it all?

A (Marcia): Automation and systems play a crucial role in managing my workload efficiently. I prioritize specific work hours and utilize dedicated time for tasks like report writing. By establishing clear boundaries and leveraging technology, I can maintain a healthy balance between work and family responsibilities. Additionally, involving my children in understanding my work and setting expectations helps create a supportive environment.

Q: What impact has entrepreneurship had on you personally and as a wife and mother?

A (Marcia): Entrepreneurship has provided me with fulfillment and purpose beyond being a wife and mother. It's allowed me to teach my children the value of hard work and pursue my passions while still prioritizing family time. By walking in my purpose, I've found greater ease and fulfillment in my journey. While entrepreneurship requires dedication and hard work, it ultimately enriches my life and strengthens my relationships.

Q: You've created a flexible environment for your therapists, especially accommodating those with families. How do you manage when therapists need time off during the summer or when their kids are sick, while ensuring clients are still served?

A (Marcia): That responsibility lies with the therapists themselves as professionals. If they need time off, I offer options like finding a substitute therapist. We have enough resources to share caseloads or provide makeup sessions. Most clients understand that therapists also have personal lives. Even with private pay clients, they often understand the need for breaks, especially during the summer. Ultimately, it's up to each therapist to manage their schedule and communicate effectively with their clients.

Q: That sounds like a very supportive approach. How do you handle situations where therapists may prefer virtual sessions or need to adjust their schedules?

A (Marcia): We're open to accommodating virtual sessions if needed, especially for therapists balancing childcare responsibilities. Ultimately, it's about meeting the needs of both the therapists and the clients. We communicate openly with families about any changes and strive to maintain the quality of service regardless of the format.

Q: It's great to hear about your flexibility. Shifting gears a bit, could you share your long-term goals for your practice?

A (Marcia): My ultimate goal is to build a practice that can operate without my direct involvement. I aim to gradually remove myself from day-to-day operations and possibly eventually sell the practice. This requires building a strong brand and ensuring that the practice can thrive independently. It's all about creating a sustainable business model that can continue to serve clients even after I step away.

Q: That's a strategic approach to business growth. How do you ensure your practice maintains a professional image without a physical office space?

A (Marcia): I invest in a virtual office, which provides a professional mailing address and access to meeting rooms when needed. It's a cost-effective solution that allows us to appear reputable while operating remotely. Additionally, maintaining a strong online presence through platforms like Google Business helps to build credibility with clients.

Q: That's a smart way to leverage technology for your business. On a personal note, how do you prioritize self-care amidst managing multiple businesses and being a mom?

A (Marcia): Self-care is essential, and I prioritize it by carving out time to relax and recharge. Whether it's floating in the pool with a book or enjoying quiet moments alone, I make sure to prioritize activities that rejuvenate me. It's all about finding balance and recognizing the importance of taking care of myself.

Q: That's fantastic advice. Lastly, what advice would you give to therapists looking to start their own practice?

A (Marcia): Focus on building your brand and establishing a strong online presence. Don't be afraid to delegate tasks and invest in resources that will help your practice grow. And always keep your long-term goals in mind, whether it's expanding your services or eventually selling the practice. With the right mindset and strategic planning, you can build a successful practice that aligns with your vision.