Beware of survivorship bias in your marketing
“SEO is the best way to get therapy clients.”
“Fill your caseload with cash pay clients using Instagram.”
Sound familiar?
Just because something worked for someone else doesn’t mean it will work for you.
Beware of survivorship bias in your marketing.
In a classic example of survivorship bias from WW2, Allied engineers attempted to protect their planes from enemy fire by studying planes that returned home safely.
They first reinforced the areas with the most bullet holes, which didn’t work.
Instead, they needed to reinforce the areas that weren't hit, because the planes hit in those other places didn’t survive.
We can’t look at therapists who have success with SEO or Instagram and conclude all therapists should invest in those channels.
There’s a lot of therapists who have tried and it didn’t work for them. Context matters.