Marketing a psychology practice in Alberta: testimonials, Google reviews, discounts and free consults

CAP's Standards of Practice, dated 31 May 2023, are direct. Standard 10.5 says a psychologist shall neither solicit, accept nor use testimonials of current or past clients or related third parties, and the prohibition holds even when the testimonial is offered anonymously. Psychologists are also expected to take reasonable steps to remove and delete testimonials, whether they asked for them or the client volunteered them.

The Professional Communications guideline extends that thinking to review platforms. Psychologists should refrain from participating in online rating and review programs when possible, and are advised to disable features that let people rate them. For a practice, that means turning off reviews on social profiles where the setting exists, and leaving review widgets off the website entirely.

The guideline asks psychologists to avoid exaggerated claims, claims of professional superiority and claims guaranteeing successful outcomes. It also prohibits incentivised discounted services, and names discount coupons, gift certificates, time limited pricing and prizes as examples. The usual new client offer of a percentage off the first session is the exact pattern it describes.

A free first consultation is a different case. The guideline accepts it when it is presented as a way to judge fit, and objects when it reads as a promotion. "A free 15 minute call to see whether we are a good fit" is the acceptable framing; "Book this month and your first session is free" is the promotional one.

On social media the guideline flags self rating scales that lead people to diagnose themselves. Quizzes of the "Do you have anxiety? Take the test" type are a poor fit for an Alberta psychology practice's feed.

The guideline lists what belongs in professional communications: factual statements about the services provided, descriptions of fee arrangements, languages spoken and academic achievements. That list is a better brief for a practice website than most marketing advice.

Specificity carries the positioning. A Calgary practice that says it works with first responders and their families, publishes its fees and direct billing arrangements, lists the languages its psychologists speak and explains how a first appointment works gives a referred client everything a review would have offered, in facts the College welcomes.

Psychologists are also expected to correct false claims others make about their qualifications. Directory listings, clinic group pages and old profiles written by someone else are part of the brand, and part of the responsibility.