Ethically Using Testimonials for Brand Awareness
Testimonials are a great marketing tool for many industries, as that is what they provide businesses with: Validation. However. We do not structure our careers around public validation, but we may feel compelled to use them to encourage potential clients to schedule a session with us. As a therapist, one of the fundamental aspects of your career is understanding that client testimonials or reviews are a no-go. From an ethical standpoint, testimonials pose a risk to clients, no matter if they are anonymous. Beyond whether or not a client is comfortable enough with leaving you a testimonial, asking them to is a breach of our moral code as therapists.
Therefore, using testimonials from past or current clients is often prohibited in our professions because of the potential risk and potential harm to the client. It’s also due to the potential for an imbalance in the power dynamic or exploitation in your therapeutic relationship.
For instance, the National Association of Social Workers Code of Ethics strictly prohibits testimonials and other solicitations, “(a) Social workers should not engage in uninvited solicitation of potential clients who, because of their circumstances, are vulnerable to undue influence, manipulation, or coercion. (b) Social workers should not engage in solicitation of testimonial endorsements (including solicitation of consent to use a client’s prior statement as a testimonial endorsement) from current clients or from other people who, because of their particular circumstances, are vulnerable to undue influence,” (NASW, 2021).
If you’re unsure about your professional licensing board’s policy on asking for testimonials, call and ask them! You should also check with your malpractice insurance to ensure that you understand the ins and outs of what coverage they offer for this type of situation.
So how can you ethically use testimonials for brand awareness and let potential clients know that you’re the right one for them? Let’s dive right in and find out!
Unsolicited Testimonials
Unsolicited testimonials from clients online can be an incredibly powerful tool for therapists. Not only do they provide potential new clients with valuable insight into the service you offer, but they can also be used to boost your reputation and credibility. Unsolicited testimonials offer a level of authenticity that is hard to replicate through other marketing strategies.
Unsolicited testimonials are the ones you receive from clients without asking for them. It may be after their treatment that they decide they had such a positive experience with you, that they would like to let others know about how you helped to support them.
For instance, a client may spontaneously convey to you how much they benefited from seeing you, and decide to write you a testimonial in the form of a Google Review.
These reviews act as a form of social proof, which suggests that if other people have had a positive experience with you, then it is likely that future clients will too. This type of marketing is also much more cost-effective than traditional advertising, allowing therapists to access large numbers of potential new clients instead of relying on expensive paid marketing campaigns. Furthermore, having unsolicited reviews placed on third-party sites such as Google or Yelp adds further legitimacy and boosts visibility when potential clients search online for mental health services in the local area.
Unsolicited testimonials are the ones you receive from clients without asking for them.
Not only do they provide potential new clients with valuable insight into the service you offer, but they can also be used to boost your reputation and credibility. Unsolicited testimonials offer a level of authenticity that is hard to replicate through other marketing strategies.
Ask Your Colleagues
Asking your colleagues for a testimonial can be an effective way to validate yourself as a professional. Having colleagues who have worked with you in the past attest to the quality of your services, can help potential clients gain confidence in their decision to seek therapy from you. Testimonials from fellow professionals can also serve as evidence that you are well-versed in the field and capable of providing excellent care. Not only will this make it easier for new clients to trust your expertise, but it will also demonstrate that you have strong relationships with other professionals within the same field. Being able to provide a list of colleagues who are willing to support and vouch for your services is a great way to showcase both your hard work and professional reputation.
Testimonials from colleagues can be powerful and meaningful in demonstrating your expertise and helping to build credibility with clients. They provide social proof of your capabilities and help potential clients feel more confident in choosing you as their therapist. In addition, you’ll get insight into how others view your skills, which can help guide you in ways to improve them. Asking colleagues for feedback is also a great way to open up conversations and foster bonds between professionals within the field. Doing so can lead to better collaboration, sharing of resources, and uncovering new opportunities that may benefit everyone involved.
It’s important to ensure ethical practices when asking for testimonials from colleagues by making sure they understand what their statement will be used for, the context it will be shared in, and ensuring that any feedback given is voluntary, honest, and non-invasive. If you ask a colleague, supervisor, or mentor to write a testimonial on your behalf, be sure to clearly include the nature of your professional relationship for full transparency.
Participate in Writing Opportunities
Getting published can serve as an effective and powerful testimony of your work as a therapist. The act of writing and sharing your insights and experiences, whether through books or articles in academic journals, showcases the expertise you possess in the field. Not only does this demonstrate to potential clients that you are knowledgeable and experienced, but it can also show them that other professionals have found value in your work.
Taking the time to write and publish material also serves as a way to legitimize yourself as a therapist; it gives readers an idea of who you are, what your values are, what you believe in, and how you approach therapy.
Publishing also offers opportunities for networking within the field; when people come across your work they may reach out to collaborate on future projects or even offer referrals for their own clients. Furthermore, having your work published is a great way to establish credibility in the field and make yourself known among peers who may not otherwise have heard of your practice.
Having a publication related to the topic of therapy or counseling can be extremely beneficial for those looking to build their reputation in the industry. Not only does this show that you are well-versed on specific topics, but it also serves as an avenue for potential clients or therapists to contact you with questions. Most publications also allow authors to include their contact information in the byline so people can easily reach out and ask further questions or seek advice. Additionally, publishing articles or books related to therapy can help create a positive image for potential customers who may be interested in using your services by demonstrating how much you care about helping others through therapy.
Responding to Reviews
It can be really, really tempting to respond to good or bad reviews you receive online. When it comes to receiving reviews online, it is essential that therapists understand the importance of maintaining a high standard of ethical practice. Review sites such as Google and Yelp can provide helpful reviews for potential clients, however, for therapists, responding to reviews on these platforms can lead to serious ethical dilemmas.
Responding to reviews on review sites can potentially break client confidentiality. HIPAA and state regulations generally require therapists to keep client information private and limit disclosure unless authorized by the individual. Consequently, responding to reviews on public platforms would violate these regulations and open up therapists to liability as well as possible license suspension/revocation. Therefore responding publicly, even if not identifying any specific clients in the response, can be seen as a breach of confidentiality. Additionally, even if incorrect information about a therapist's services or experiences is posted on a review site by an anonymous user, the therapist should not respond with correction or rebuttal due to this same breach of confidentiality.
Additionally, responding to reviews can also be viewed as unprofessional behavior that could lead to a decrease in referrals and damage a therapist's reputation with other professionals in the field.
Instead, they should focus on providing accurate information in other public ways such as their own website or social media accounts in order to ensure they maintain an ethical standard of practice. Ultimately therapists should take great care when looking for ways to ethically obtain testimonials and avoid responding directly to reviews online in order to protect client confidentiality and uphold their professional standards of practice.
Assert Your Brand Awareness with Therapy Homeroom
Testimonials can certainly give your business’ marketing a boost. However, there's so much more you can do to increase brand awareness and attract new clients! Consider social media campaigns, paid ads, and networking with other therapists - the opportunities are truly limitless.
Recognize that success in private practice isn't just about having glowing reviews; it also depends on providing safety and respect for all of your clients as well. Therapy Homeroom can help you tap into an array of resources that will give your private practice a competitive edge in today's market.
References
National Association of Social Workers. (2021). NASW code of ethics. Retrieved from: https://www.socialworkers.org/About/Ethics/Code-of-Ethics/Code-of-Ethics-English/Social-Workers-Ethical-Responsibilities-as-Professionals#:~:text=(b)%20Social%20workers%20should%20not,are%20vulnerable%20to%20undue%20influence. 