Many therapists and psychiatrists dream of running their own private practice—setting their own hours, choosing their clients, and working independently. But what happens when the reality doesn’t match the dream?

In this episode, Dr. Choulet pulls back the curtain on what it really takes to run a successful private practice—especially one that operates on a cash-pay model. Spoiler alert: It’s not just about being a great clinician. If you’re not passionate about networking, marketing, and building your brand, you may struggle to make it work.

Dr. Choulet shares why niching down is a game-changer, how branding can make or break your success, and why investing in your visibility is just as important as your clinical skills. She’s built a thriving practice that serves high-profile clients, from professional athletes to business executives, and she’s here to share her biggest lessons—so you can decide if private practice is the right move for you.

If you’ve ever wondered why some private practices thrive while others barely survive, this episode is for you.

Resources Mentioned In This Episode

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Meet Dr. Brook Choulet

Dr. Brook Choulet, M.D., The Performance Psychiatrist™, is the founder and CEO of the Choulet Performance Psychiatry®, President of the Maricopa County Medical Society Foundation, and President of the American Board of Sports and Performance Psychiatry, of which she is one of the seven founding members.

With a focus on concierge Performance Psychiatry®, Dr. Choulet guides professionals, athletes, and their families towards unparalleled mental health and performance optimization by offering bespoke mental health care services for both adolescent and adult patients.

She holds a Certificate of Additional Training in Sports Psychiatry from the International Society for Sports Psychiatry (ISSP) and is a preferred provider on the NBPA, NFLPA, USSF, USOPC, and MLBPA's Mental Health Directories. Dr. Choulet's expertise has been pivotal in shaping mental resilience in sports at its highest level, and she worked for two seasons as a Consulting Team Psychiatrist for the NBA Phoenix Suns and WNBA Phoenix Mercury.

Dr. Choulet is a regular contributor to Forbes SportsMoney and is a Forbes Health Advisory Board member who reviews and consults on Forbes Health articles. She also contributes her expertise to the American Psychiatric Association's publications and Psychology Today's Sports & Performance Psychiatry column. She also provides expert advice each month to local Arizona publications, including Paradise Valley City Lifestyle Magazine, Stroll Biltmore, Stroll Desert Mountain, and Stroll Paradise Valley, as part of her commitment to cultivating the mental health and well-being of her local community.

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