Regional Psychology Group × AYMI

A large regional psychology group had the opposite of a demand problem on paper - a deep roster of psychologists, marriage-and-family therapists, and clinical social workers spanning anxiety, depression, trauma, couples, ADHD, and eating disorders. But growth was bottlenecked by matching: new providers joined with empty calendars, intake leaned on word-of-mouth referrals, and the website listed clinicians without ever helping a patient find the one right for them. Specialty demand was being captured by directory sites, not the practice.

The brief was to build a provider-matching engine - turn each specialty and each clinician into discoverable, bookable demand - and measure it to booked-and-kept initial consults and how fast a new provider's caseload filled.

Five movements: Discovery, Strategy, Creative, Launch, Optimize. Each one feeds the next; the loop closes on Optimize and starts again on Discovery.

1. Step 01Discovery

   Modeled demand by specialty, modality, insurance, and provider availability across the region. Mapped the path from a specialty search ("trauma therapist", "couples counseling near me", "child ADHD evaluation") to a booked consult, and found patients bounced at the match step - no way to filter by specialty, fit, or who was actually accepting new clients in-network.

2. Step 02Strategy

   One intent map, three layers: specialty + provider SEO (indexable pages per specialty, modality, and clinician, with availability and insurance surfaced), a therapy-resource content library that earned authority on the conditions the practice treats, and high-intent local paid search that bought the specific specialty-and-location gaps. New, lower-tenure providers were weighted up in matching so spend filled the calendars that needed filling.

3. Step 03Creative

   A modular system templated specialty and provider pages from one warm, credible brand frame - clear specialties, approach, modalities, insurance, and a single book-a-consult action - while keeping clinical claims in register. Editorial resource guides (managing anxiety, what to expect from couples therapy, supporting a child with ADHD) anchored topical authority and fed the match funnel; paid creative flexed by specialty without leaving the brand.

4. Step 04Launch

   Activated organic (technical SEO, provider schema, content publishing), paid search and social, and a match-and-book funnel, with consult-booking and new-client events instrumented per specialty and per provider for clean attribution. Onboarding a new clinician triggered a ramp playbook: a live provider page, local listings, and a paid push against their specialties.

5. Step 05Optimize

   Weekly reviews against booked-and-kept consults and per-provider caseload fill, not raw leads. Spend concentrated on specialties and providers with open capacity and high fit, pulled back where calendars were full, and the content library expanded against the specialty queries actually converting.

Booked initial consults grew as the match funnel routed high-intent, in-network demand to the right clinician instead of losing it to directories. Each consult cost less to book because organic specialty pages compounded and paid only filled the gaps. Specialty demand that once went to directory sites came to the practice directly, and - the change that mattered most - new providers' calendars filled far faster than they had on referrals alone.

Provider matching is now a system, not a referral hope: every new clinician arrives to a page, listings, and a paid ramp engineered to fill their calendar with the patients they are best suited to help.