MHM#41 Testimonials: if you can, should you use them?

I've had several conversations over the past few weeks with therapists about reviews and testimonials.

Obviously, if you're registered with a body like AHPRA in Australia, then using testimonials isn't permitted. However, there are other therapist regulatory bodies and other countries that do allow testimonials. The question I'll be reflecting on in this email is: As a therapist, if you're allowed to use testimonials, should you?

Increasingly, people are becoming accustomed to review-based decision-making when choosing products and services. Airbnb, Uber, Amazon, and even some online clothing stores now allow customers to leave reviews.

Having real-life customers share their experience of a product or service you're considering is very helpful. It's the most honest feedback you can get. You can get some bias, as only very happy or very unhappy people may take the time to share their experiences. However, if 20 people all give a service 5 stars, it's unlikely that the service isn't good, and there's a high chance you'll be satisfied with your decision to purchase it.

The challenge in healthcare lies in the power dynamic between the client and health practitioner. One of my roles before starting my business was Chief Marketing Officer at a private IVF clinic. Part of my role was to work with health journalists who were after IVF and fertility-related stories.

The challenge was that they rarely ran a story without a case study, which meant conducting an interview with a patient. There is often a significant power dynamic between the patient and the IVF Doctor. If a couple had been struggling for 10 years to get pregnant and, thanks to their doctor, they now have a baby, they would often view their doctor as being almost god-like.

Understandable, but not at all healthy. So, imagine if that doctor then asks them if they'd be be okay with being interviewed by the newspaper, with their story and photo out in the world for all to read. It's very hard to say no. The patient feels like they 'owe' them.

In mental health, there is not only the power dynamic between therapist and client, but clients can also be very vulnerable.

So, as a therapist, if you can use testimonials, should you?

I don't think you should directly ask clients for testimonials. However, if you would like to use testimonials, then I recommend asking for them in a less direct way. For example, asking them as part of a final email correspondence when they finish therapy with you. This makes it much easier for clients to say no if they don't feel comfortable, as they can simply ignore the request. Here is a draft message you could use:

If you feel comfortable and would be open to sharing a few words about your experience, I'd really appreciate it. Your feedback can be incredibly helpful for others who are considering starting therapy. Of course, there's absolutely no pressure, only if it feels right for you.

If you can use testimonials but don't feel comfortable doing so, it definitely doesn't mean you can't fill your caseload. Most of the therapists I work with don't use testimonials - some because they're not permitted, others because they choose not to. And together, we still fill their caseload with their ideal clients.