Dr. Brian Dixon, a seasoned mental health professional, candidly shares the highs and lows that shaped his path in the realm of private practice. From the humorous anecdotes of early administrative struggles to the transformative lessons learned through business coaching, Dr. Dixon’s narrative is a tapestry of mistakes turned triumphs. With an emphasis on empowerment, he unravels the story behind founding SimplyPsych during the pandemic, a venture aimed at liberating mental health professionals from the burdens of administrative complexities. Delve into the world of entrepreneurial solitude, the reshaping of mental health perceptions through fair pricing, and the invaluable insights that propelled Dr. Dixon to build a thriving practice. This episode is a compass for mental health practitioners navigating the maze of private practice, offering a blend of wisdom, humor, and resilience.
Meet Dr. Brian Dixon 
Dr. Brian Dixon is no stranger to startups. He is solving the problems that he is personally facing as a mental health care provider by starting several companies to fill the gaps that he sees in his own industry. With a vision that everyone should be able to access mental health care, Dr. Dixon is innovating the psychiatry industry by creating startups like Gide, SimplyPsych, and Forward Together.
Mistakes, Triumphs, and Empowerment in the World of Private Practice
Dr. Brian Dixon candidly shares his journey, acknowledging a series of “expensive mistakes” that shaped his professional path. In the early days of his private practice, he humorously admits to arbitrarily setting prices and piecing together processes without a deep understanding of crucial elements like HIPAA compliance. Utilizing tools like Adobe and Wix in 2014, he found himself juggling financial challenges, using one credit card to pay off another and facing tax discrepancies.
Despite excelling in clinical work, the administrative side posed a formidable challenge. It wasn’t until 2017-2018, with the guidance of business coaching, that he successfully streamlined his operations. Recognizing the need to share his hard-earned insights, he founded SimplyPsych during the pandemic, aiming to empower others with effective business ideas, systems, and infrastructure derived from his own transformative experiences. Dr. Dixon’s journey is a testament to resilience, learning, and the empowerment of overcoming obstacles.
SimplyPsych: Liberating Mental Health Professionals from Administrative Burdens
Dr. Brian Dixon, the visionary behind SimplyPsych, has revolutionized the landscape of mental health practice management. SimplyPsych, although officially categorized as a practice management company, operates as a guardian for mental health professionals, ensuring they can focus on their clinical expertise without being bogged down by the intricacies of business operations. One of their key mantras is urging practitioners to “drop the ball” on tasks that hinder their productivity. Recognizing that many psychiatrists and therapists excel in the clinical realm but lack training in business, operations, sales, and marketing, SimplyPsych steps in to fill this crucial gap.
Dr. Dixon understands the aversion many have to certain administrative tasks, like phone calls, and addresses these pain points by employing a dedicated team of virtual assistants. This team adeptly handles scheduling, rescheduling, lead management, and the overwhelming influx of refill requests—tasks that can consume a significant portion of a clinician’s time. By seamlessly managing the back-office duties, SimplyPsych liberates mental health professionals to fully devote themselves to patient care, relieving them of the burdensome aspects of practice management.
Navigating Entrepreneurial Solitude in Private Practice
Dr. Brian Dixon candidly shares the emotional challenges he faced during the lonely and demanding period of bootstrapping his venture. Struggling with the financial strain, resorting to credit cards to cover expenses, and grappling with the absence of guidance, Dr. Dixon highlights the isolation inherent in entrepreneurship. He speaks to the profound impact of this isolation, admitting to moments of self-doubt and an internal struggle with impostor syndrome. The turning point in his journey came when he was handed a copy of Gino Wickman’s book, “Traction,” which introduced him to the concept of business operating systems. This insight served as a lifeline, offering a framework for navigating the complexities of entrepreneurship.
Dr. Brian Dixon’s Journey to Reshaping Mental Health Perceptions Through Fair Pricing
Dr. Brian Dixon highlights a common pitfall among therapists and psychiatrists—undervaluing their professional worth. Reflecting on his early days in practice, he admits to setting his fees at a discounted rate, thinking it would attract more clients. However, after months of extensive networking and promotional efforts, he noticed a lack of significant progress. It took an insightful conversation with his massage therapist, an outsider to the mental health field, to shed light on the consequences of underpricing. His massage therapist emphasized that low prices could inadvertently convey a lack of worth, especially given the existing stigma around mental health. This revelation became a turning point for Dr. Dixon.
Taking a bold step, he increased his prices, leading to a surprising influx of clients. The experience taught him a crucial lesson that he now shares with fellow therapists and psychiatrists—more often than not, professionals in the mental health field undervalue themselves, inadvertently hindering their own success. Dr. Dixon encourages practitioners to recognize their true value, emphasizing that a fair valuation not only benefits their practice but also contributes to changing the perception of mental health services in society.
Insights into Building a Thriving Mental Health Private Practice
Dr. Brian Dixon shares valuable insights gleaned from his own journey, expressing a wish that someone had guided him earlier in the process. His advice centers on the power of making connections, especially in a relationship-centric city like Fort Worth. Acknowledging the challenges of reaching medical doctors through traditional networking due to gatekeepers, Dr. Dixon emphasizes the effectiveness of building relationships with other therapists.
The strategy of word-of-mouth referrals among peers proved to be not only efficient but also authentic. Additionally, he highlights the significance of leveraging online platforms, particularly patient-driven Facebook groups categorized by diagnosis, interest, or location. Dr. Dixon advocates tapping into these existing networks as a fruitful avenue for connecting with potential clients. His seasoned advice underscores the importance of both personal relationships and digital communities in establishing a robust and sustainable practice in the field of mental health.
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I am Dr. Brian Dixon and I am super stoked to be on the practice of therapy podcast where we get to talk about how to be successful in private practice. So this should be fun.
Well, hello, everyone, and welcome to the podcast again. And I'm really thrilled for you to get to know Dr. Brian Dixon, who is a new new friend of mine. And also, he has, we'll talk some more about this, but his his company, simply Psych is also joining the site craft network with their own podcast. So more to come about that. But Brian, welcome.
Thank you so much for having me, Gordon, I appreciate it. I'm super excited to be here.
Yes, yes. And so, as I start with everyone, why don't you tell folks a little bit more about yourself and how you've landed where you've landed?
Yeah, so I am the baby of five kids born in a small East Texas town called Lufkin that nobody's ever heard of. I finished high school there and then went off to college at Baylor, and then med school at a&m, Texas a&m. And then I went up to the University of Kentucky, which is up near your neck of the woods for psychiatry residency, and I did a a residency in psychiatry, child psychiatry, and adult and pediatric. So I covered all three, and then came back to Texas, and I made that huge mistake of working for somebody, Gordon, it was I tried for years, and it just wasn't working. And so went into private practice in 2014. And then out of that private practice, in 2021, we created a company, a practice administration company called simply Psych. And so I'm really excited to share all what we do there. But I still see patients literally almost every day in my in my private practice. I'm kind of wearing two hats.
Oh, wow. Yeah, that's a Yeah, yeah. And I'm really looking forward to hearing more, just because you've been there in the trenches, like a lot of us in private practice, and particularly on learning more about the psychiatry side of things and how that maybe is similar or different in just in private practices. So yeah, so tell us kind of how you landed on simply Psych. And what was it that led you kind of down this path?
Yeah, so I made a whole bunch of mistakes. I joke with my friends, I like to make really expensive mistakes. And so when I was in private practice, just by myself, you know, I hung a shingle, I just picked some numbers out of the air as to what to start charging people at threw together some processes I think I was using back in 2014, I was using Adobe and like Wix, and not recognizing anything about like HIPAA stuff, like I was just doing the best I can to just cobble things together. And for years, not only, I think I was doing really good clinical work, but the administrative side was literally eating me alive. I was using one credit card to pay another credit card, I had no money in the bank. All of my taxes were messed up and interest me, you don't want to get the letter from the IRS going, Hey, you did this wrong. And that has happened to me a couple of times. And so once I figured all that stuff out, I got some business coaching and I in things started working more smoothly about 2017 2018. And then, when the pandemic hit, I thought, wait a minute, I'm doing well enough now that I can share these business ideas, these business systems and infrastructure with other people. And that's where simply sight came from.
Yes, yes. So tell us more about simply Psych. Yeah,
so we call it a practice management company. But it's basically our one of our taglines is dropped the ball, right, so you're already dropping the ball. Anyway, most psychiatrists, most therapists are really good at the clinical side. And we're not taught the business side or the operational side, or the sales side or the marketing side. And so that's what simply Psych is good at, it's really good at the operational side. So all that crap that you really hate doing, like I cannot stand to talk on the phone, I can't, I just can't deal with it. I will text you. But I don't like to talk on the phone. So like scheduling and rescheduling, and managing leads and managing refill requests is as a psychiatrist, that's, I mean, we get tons, you know, probably 50 to 100 Refill requests every day. I don't want to have to deal with all that. And so simply psych employees, virtual assistants, medical assistants and administrative assistants to do all of that back office data. So that then the clinician, whether you're a therapist or a psychiatrist, you don't have to worry about that part. We take care of that part for you.
That's great. That's a great concept. You know, I'd say as I was thinking about and building my own practice, you know, those are those are things Things that I had to figure out on my own. And I wish I'd had something like simply psyched to be able to handle that on the on the back end earlier on. I've had several conversations with other people on the podcast here recently just about the kind of the downfall of bootstrapping, because I think, you know, or, you know, maybe in those beginning stages when you're not as busy, bootstrapping makes sense. But once you start getting busy, and you try to bootstrap things do fall through the cracks, and you just really are up to your neck and stuff. And really not sure how to get out of it. Yeah,
and it can get really lonely. So like when I was bootstrapping, and I was, again, using one credit card to pay another credit card, I was looking around for help. And there was like nobody to like, just appear wise to say, hey, you know, this is something that you're going to go through if you do it by yourself. And so I just kind of I wouldn't say I get depressed but I've definitely like collapsed inside myself going man, I'm terrible at this, I'm, you know, I'm not worthy impostor syndrome set in, this is never gonna work. And so luckily, somebody handed me a copy of a book called Traction by Gino Wickman. And he talks about the importance of like business operating systems. So I used that for a while. And then somebody introduced me to a business coaching group called Entrepreneurs Organization. And that helped solidify it got me around other people that are in the same boat that are, you know, trying to bootstrap things. And then they realize, oh, wait, no, there's a method to the madness.
Yeah, get get can do. Are there any kind of big aha moments that you can look back? I know, this is a broad question. But aha moments you can look back at to say, Oh, I get it. Now. I know, this is how it needs to be done. Yeah.
So one of the biggest things that we do wrong as therapists and psychiatrists is we undervalue ourselves. So when I first started my practice, I chose a, a price guide, a price list that was actually kind of basically a discount built in. And for four months, I mean, I was out there beating the pavement, I was networking, I was taking, you know, buying edible arrangements, I was going to doctors offices, I was going to therapy, offices, blah, blah, and doing all the things and it felt like I wasn't getting enough kind of traction. And, and I was actually talking to my massage therapist, because I was playing volleyball at the time. And I told him what I was doing and what I was charging, and he was like, Dude, your prices are too low. And I was like, What do you mean, you know, I want people to come and see me and he was like, No, people see that, and they see you. And and with the stigma of mental health anyway, they're gonna start to think that you're not worth anything. And I was like, Okay, and so that was the big one big aha moment I, I took a deep breath, and I raised my prices, and I started to get more and more full. And then I raised him again, and it got more and more full. And I was like, What is this? So that is one of the first things I tell people is more than likely, as a therapist or psychiatrist or counselor, you're probably undervaluing yourself, and that's creating your own issue. Yeah,
I think that is so true. That is so true. Yeah. So tell us more about your practice. Since you're wearing two hats, you're doing this whole administrative endeavor and then your practice itself.
Yeah. So Gordon, I have the best job in the world. So as a psychiatrist, I get to, you know, learn about the body systems, and biochemistry and pharmacology and all that stuff. But I love seeing patients it is it is fun to be able to have a patient come in, I do kind of some basic therapy, I am not as well versed in therapy as Gordon or the rest of y'all. But I do all right. So I get to blend some basic therapy with, you know, just kind of, I wouldn't say advice, but as you know, common living suggestions. And then if I need to overlay medicines, I do that. So I right now, you know, there's me. And then I have four other doctors that work in the group. And we are direct pay practice. So we don't, we don't mess with insurance. And what that does is it gives us time, to our tagline for the private practice is that you get our undivided attention. And so during the time that you're with us, I can give you my all I don't have to go through an insurance company. I don't have to justify what I'm doing. I block everything out. I stay present in the moment. I get you feeling better, and then I get you out of my office.
Right, right. So yeah, I would guess for somebody like you, that's a psychiatrist. How was it that you made the decision not to go with insurance panels and that sort of thing. I'm
a terrible employee Gordon's there and I don't like being told what to do. And so that's why I needed to start my own brand But insurances have this, this unique ability to start telling therapists and psychiatrists what to do, Hey, you can't code that that many times oh, wait, you know, you didn't spend enough time to code these two things together, or we're not going to pay for this particular visit, because you didn't put a code on there, right. And I think all that stuff is just super dumb. It just is real, real dumb. And so I said, You know what, I don't want to deal with that. The risk is I did not have a ready made group of people to pull from right. So that's the benefit of being on an insurance panel is that they have, you know, 2000 people that they can just shoot your way. But I said, You know what, I'll just I'll suck it up and deal with it. And it was one of the best decisions I've ever made in private practice.
Right, right. What were some of the marketing things that you found most helpful and successful? Yeah, practice?
Yeah, it took me a long time. And again, I wish somebody would have told me this, which is just go make connections, and especially so the city that I'm in Fort Worth, it is a very relationship, heavy town. And it may be different for different cities across the country, just depending on kind of the the feel of where you are. But yeah, like literally just going to the old school networking, showing your face shaking a hand giving them a card, especially from other therapists. So me trying to get in front of a lot of the medical doctors, it's, it was time consuming and kind of pointless, because they, they have gatekeepers, right? They have that front desk person, and they wouldn't even let me back. And I was like, dude, y'all, I'm an I'm a medical doctor, just like Dr. so and so. And they were like, Yeah, we don't care. And so yeah, so just doing kind of, kind of word of mouth referrals from other therapists was the, the absolute best. And then that was followed closely by there are lots of Facebook groups out there, that that are kind of patient driven. So either they are diagnosis driven, like anxiety group, or they appear and driven, or they are location driven. And so if you can find ways to tap into those networks that already exist, that's also a great way of getting patients or clients.
Yes, yes. Did you? Did you find LinkedIn helpful in that kind of that situation? Yeah, good
question. Um, not as much for patients. We did do a little, we ran a few Google Adword campaigns. And that was helpful for a short time. The hiccup with Google AdWords is that you get everybody and quite a few folks who aren't in your target audience. And then you'll spend a whole bunch of time basically disappointing people going, Hey, I'm actually you know, I don't take insurance. I'm out of network or whatever. And then we have found LinkedIn to be helpful for the b2b side, so and so. So b2b side, and getting other practices that are interested in simply psych, we have found that to be very, very helpful. Yeah,
yeah. So here's a question that probably comes up for a lot of clinicians. When you get in kind of the administrative side and the intake side of things with, with clients, and you get that pushback around, what do you take insurance? What, what, what has worked for you just around that? That whole pushback?
Yeah. So the first thing is, I'm very direct with that. I say, Yes, I can't take insurance. Because if I take insurance, I'm not able to do what I need to do for you. And then so that's number one. Another way to phrase it is yes, I don't take insurance. And yes, I'm out of network. And yes, I'm pricey, but this is a an opportunity to invest in yourself. And then, and then if they really push back, and I go, Well, I can take insurance, but I'll only be able to see you for five minutes. And you will have to fill out a lot of forms before you come and then I'll have to see you every single month because at the end of the day, the bills have to get paid one way or another. So if I take insurance, I'll see you in less time more often. Or I can see you just pay me directly. And I can see you less often. And for a longer time, but either way, there's no magic to this stuff. Right.
Right. Yeah. And I think that's, that's a something that people have to weigh out for themselves. And that there's, you know, on one hand, like you mentioned earlier, the advantage to having accepting insurance is you have a ready made client base sundered to some degree. I think, I think too, you have to weigh out the demographics of your area because there are some areas in the country that having a completely private pay practice is going to be a real hard uphill climb as far as getting the reform rules that you need to sustain a practice. Yeah, yeah.
So yeah, that's very true. And, and it's one of those things where I become more of a capitalist and an entrepreneur from doing this stuff. And if you find that there is an obstacle, my thing is always there is there's money out there, and there are people who need you. So be creative, and how you find those people, and they will give you their money. So it could be that, hey, the traditional approach of I see you for 45 minutes, and you know, and try to charge you cash it, maybe that doesn't work, maybe you switch to productize your service, right. So you do classes, you do coaching, you go out and give free lectures. But the funny thing is, one thing that I've learned is that people will pay you if they feel that you're bringing them a value, even my folks, when I first started, I had quite a few folks who were on Medicaid, which is, I think different states call it different things but and they were still able to come and see me and yes, I made an effort to say, Hey, I'm out of network, I don't take Medicaid, I don't take Medicare. But I will work my butt off to keep you out of my office, and to make sure that you still feel heard. And those folks would say their money and see me twice a year. And and then they would message me in the meantime. So I mean, there there are people regardless of their what you think their circumstances, people really, really want good care, and they are really willing to pay for it.
Right, right. Yeah. And I think that's an important thing to remember. And just thinking about not getting too much into a scarcity mentality of thinking, Okay, I don't take insurance, I'm gonna miss out on a bunch of stuff. But there are people that are willing to get a different level of service. 100%. Yeah, yeah. So to switch gears a little bit, tell folks about simply Psych and all that you put into that, to create it and how it works?
Yeah, so simply Psych is a practice management company, that our goal is to give clinicians mental health clinicians back their time and their sanity, how do we do that? By doing all the back office stuff, so anytime we engage a, a mental health clinician, our job is to figure out what you're doing well, because there are always things that are going well in practice. And then we add in all the stuff that we've learned from all the mistakes that I made over the years. And so we build those customized solutions of, of operations of marketing of sales and finance, all the all the back office business death, we build customized solutions for that particular practice. So you know, for my practice, or for doctors, you know, we're super busy. And that is a very different practice than the solo therapist who's down the street from us who is direct pay works with families, and he only needs us to do part of the things which is like answer the phone calls and get people's schedule. And that's it, you don't need us to do anything else. And so we offer a fractional rate, so we just charge per hour and we send you a little invoice at the end of the month and and then yeah, it just depends we want to be flexible to whatever the situation is that the mental health clinician is in so it's just the whole back is all the boring stuff that will trip you up. Yeah, right.
Right. So what what are the different areas of that besides of course, obviously, you know, intake coordinators, I refer to it intake coordinators that answer the phone calls and schedule people what other things do you provide besides those kinds of things? Yeah,
so we group all of that into operation so yeah, new leads or intakes that come in processing those getting them schedule sharing your company philosophy of how you want to do things so for example, every person that schedules with me we do a 50% prepayment like reservation payment and so we share all of the the policies and procedures on how to make that happen other other practices that we work with they do a consultation call so the operation side will will match whatever the practice desire is it and then the interim care so all the things that happen in between appointments oh, I need this FMLA form fill that I need this school note. Hey, can you you know my cousin wants to come and see you or whatever we can handle all of those kind of in between appointment things. So that's the operation side and then financial. So if you need help tracking down accounts receivable Hey, somebody didn't pay that credit card was declined. Oh, the card that was on file has now the expiration date is now changed. You know that kind of financial side? We don't do bookkeeping, we leave those to bookkeeping and taxes. We leave to CPAs Oh, there you go. And then we do marketing. So for some folks are like, Hey, I just need to get my name out there. I need a website, I need Brandon logo we do the basic versions of those things. We're, we're, we're decently good with our, our graphics and whatnot are our main focus is the operation side of thing. Yeah. And so I wouldn't say we're a one stop shop for all things, because there's certain things we absolutely just don't do. And we tell folks, don't don't come to us for taxes don't come to us for, hey, how do I set up my company, LLC? PLLC? Well, you know, I'd say go talk to your lawyer about all that stuff. But once you get something going, we can help you continue it and hopefully get you out of the administrator seat so you can have more time off because we we don't want people to burn out and burnout is really, really high for for Right, right.
Yeah. And I think that this is gonna be a really good fit for folks that just really don't feel like they want to put the time or the effort into trying to learn all the administrative tasks and that kind of thing. It's kind of a done for you kind of service
100% Because yeah, every I tell people, there's an sometimes they think I'm being hyperbolic, but I'm like, every time you burn out as a therapist, or a psychiatrist in private practice, it creates this ripple. Because all the people that you're no longer working with. I mean, there's some I wouldn't say egoic injury, but there's a creates a ripple and those folks get what my last therapist left. Well, I'm not going to trust the next person, even though I didn't do anything. That was my fault that that happened. Well, if I as a clinician entrepreneur can jump into the marketplace and say, Hey, let's keep as many practices open and healthy as possible. We all win. So that's what we're trying to do. Simply say excited things.
Yeah. Yeah. That's great. That's great. So, Brian, one other thing before we just kind of wrap things up, you've got plans for new podcasts coming out. So tell folks about that. Yeah, so
the name of the podcast is psychiatry, naked, not naked psychiatry, because that would be weird. But just like how to make it. And the whole idea of psychiatry naked is that most people have no idea what psychiatrists do who we are. Or they have a really dated outlook of psychiatrist. So it's the kind of old white dude wearing the tweed coat with the patches on the arm, and the gray beard and inlay and laying on the couch. And, like, Yeah, I'm not that. So. Let's put together a podcast where we talk about not only, you know, the basics of what it's like to be a psychiatrist, but what about the importance of the business side of psychiatry, the human side of psychiatry, because a lot of how I grew up informs how I practice and who I am. So yeah, so y'all get to hear about all that good stuff on psychiatry.
Are Awesome. Awesome. And as I mentioned earlier, they the podcast is going to be as part of the site craft network. And so there's more to come on that and I'll be those of you that have listened to this podcast, you're gonna get to hear more about that and be able to tune in. I'm excited about it. Looking forward to listening to it. Yeah,
yeah, I'm excited to I thank you for letting me be part of the network I'm looking at. Yes.
Do you have a release date yet? Yeah, the podcast is going to be available. Yeah. So
we've dropped our first episode. I think last week, I need to check in make sure so what am I okay, do what you're good at. Don't do what you're not good at. And, and so okay, my marketing, my team do all of that. So I think we did a soft rollout to make sure it actually posted on like, but yeah, okay. Yeah. So we'll be you'll see more episodes soon.
Yes, yes. So well, we'll be sure to make sure people know about that in our, in our newsletter and everything else so that they'll be able to access it. So tell folks how they can get in touch with you, Brian, and they have any more questions about simply Psych and the podcast and that sort of thing?
Yeah. So if you go to simply site.com, that's our web page and our main epicenter of where all things are happening. That's where our blogs are, you can sign up for our newsletter, you can follow us on all the social media. So there's simply psych.com And then I'm super active on LinkedIn. So if you just Google Brian Dixon on LinkedIn, you'll see simply say, you'll see all the other stuff that I'm up to, and I would love to hear from you. So my DMs are open as the kids say nowadays, are
awesome. Also, we'll have links in the show notes in the show summary. So folks, be sure and check it out. And, Brian, I hope that we'll have you back on the podcast here before long.
I look forward to it. Thanks,
Gordon. Take care
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Gordon is the person behind The Practice of Therapy Podcast & Blog. He is also President and Founder of Kingsport Counseling Associates, PLLC. He is a therapist, consultant, business mentor, trainer, and writer. PLEASE Subscribe to The Practice of Therapy Podcast wherever you listen to it. Follow us on Instagram @practiceoftherapy, and “Like” us on Facebook.