Marketing a counseling practice appropriately

“Market your Counseling business appropriately (e.g., proper utilization of social media, proper protection of client information)” (NBCC, 2027 task 6.20)

Counselors market their services through websites, directories, social media and referral networks. Marketing must be truthful, respect client privacy and avoid exploiting vulnerable people. The exam tests ethical advertising, testimonials and social media use.

Key points

The ACA Code of Ethics (C.3) requires accurate advertising: counselors represent their credentials, services and outcomes truthfully and correct misrepresentations by others.
Counselors who use testimonials do not solicit them from current clients, former clients or others who may be vulnerable to undue influence (ACA C.3.b).
List only earned, relevant credentials; do not imply a doctorate or specialty you do not have.
Keep professional and personal social media separate (ACA H.6.a), and do not post client information or stories without consent.
Do not confirm that anyone is a client when responding to online reviews; a response that reveals client information can violate HIPAA and ethics.
Avoid guarantees of results, claims of cures, and pressure tactics.
Do not use the counseling relationship or position to recruit clients for other businesses or products.

In practice

A counselor receives a negative online review from a former client. Instead of responding with details, she posts a general statement that she cannot discuss any individual's care and invites anyone with concerns to contact the office.

A new practice website lists the counselor's actual degree, license and training, describes services without promising outcomes, and includes no client testimonials.

Check yourself

Can a counselor ask current clients for testimonials?

No, because current clients may be vulnerable to undue influence, and the ACA Code prohibits soliciting testimonials from them.

How should a counselor respond to a negative online review from a client?

Without confirming the person is a client or revealing any information, using a general statement if responding at all.

Why keep professional and personal social media separate?

It protects boundaries and client privacy, as the ACA Code recommends.

NBCC's knowledge and skills for Domain 6

Knowledge of: State laws (state licensure law, supervision requirements, abuse reporting, license renewal, CAQH); Federal laws (e.g., HIPAA, FERPA, immigration policy, HI-TECH, ADA, NPI); Codes of ethics; Third-party reimbursement, insurance and billing (e.g., CPT codes); Counseling Compact; Emerging technologies in Counseling; Crisis policies and procedures; Recording keeping and reporting requirements and procedures; Appropriate logistics for telemental health services; Scope of practice (e.g., letters of support, working with special populations); Alternative medical-assisted/pharmacological interventions; Accessing state licensure board; Executing voluntary and involuntary commitments.

Skill in: Maintaining confidentiality; Discerning reputable training providers and programs; Troubleshooting technological difficulties during telemental health session (e.g., session disconnects, video not working); Billing and third-party reimbursement.

A study guide written by ExamDragon from NBCC's published task; not NBCC material and not part of the exam.