Let’s talk about something that might make you a little uncomfortable: marketing your practice. We get it—you didn’t go into this field to become a marketer. You’re here to change lives, support healing, and create safe spaces for growth. But here’s the truth: the more people you reach, the more lives you can transform.

Running a mental health practice means you’re not just a therapist—you’re also the CEO of your own mission-driven business. And the good news? Building a marketing strategy that brings in the right clients doesn’t have to feel salesy, overwhelming, or inauthentic to who you are.

It all starts with understanding two simple numbers that reveal exactly how your practice is performing.

1. Client Acquisition Cost (CAC): What Does It Really Cost to Welcome a New Client?

Here’s what it means: CAC tells you how much you’re investing to bring each new client through your door. This includes everything from Instagram ads and website hosting to networking events and referral bonuses.

Why you should care: Imagine spending $200 on marketing to welcome one new client who only books a single $150 session. That’s not sustainable—and it’s definitely not helping you build the practice you dream of. When you track your CAC, you discover which marketing efforts are actually worth your time and money, so you can do more of what works and stop wasting resources on what doesn’t.

How to calculate it:

• Add up everything you spent on marketing this month
• Divide by the number of new clients you welcomed
• Example: $800 in marketing ÷ 8 new clients = $100 CAC

The sweet spot? Your CAC should be noticeably lower than what each client brings to your practice over their entire journey with you.

2. Client Retention Rate (CRR): Are Your Clients Staying and Thriving?

Here’s what it means: Your CRR shows you how many clients continue their therapeutic journey with you over weeks, months, and beyond.

Why you should care: Long-term clients aren’t just good for business—they’re often where the deepest healing happens. A strong retention rate means your clients feel heard, supported, and safe. A declining rate might signal that something in the client experience needs attention—maybe scheduling is too complicated, or communication could be clearer.

How to calculate it:

• Count how many clients you started the month with
• See how many returned by month’s end
• Example: Started with 30 clients, 27 returned = 90% CRR

The practices with the highest retention rates? They nail the little things—easy online booking, friendly appointment reminders, and genuine check-ins that show clients they matter.

What Happens When You Ignore These Numbers?

Without tracking your marketing metrics, you’re essentially flying blind. You might be investing heavily in strategies that aren’t working, or missing golden opportunities because you can’t see what’s actually driving results.

Picture this: Potential clients are searching for help right now, but they can’t find you because your website doesn’t show up on Google. Or your message isn’t quite connecting with the people you’re meant to serve. These aren’t just missed opportunities—they’re people who need your unique approach to healing but can’t reach you.

By keeping an eye on your CAC and CRR, you’ll spot these challenges early and adjust course before they impact your ability to serve and sustain your practice.

Here’s Your Permission Slip

Marketing your mental health practice doesn’t mean compromising your values or becoming someone you’re not. It means being intentional about connecting with the people who need you most. When you track your Client Acquisition Cost and Client Retention Rate, you’re simply gaining clarity on what’s working—so you can build a practice that’s both meaningful and sustainable.

At Pinnacle Strategy Group, we’re passionate about helping mental health professionals like you create thriving practices that make a real difference. You deserve to build something that supports both your mission and your livelihood.

Ready to grow your impact? Start tracking these two metrics today, and watch your practice transform.