Ask any group of psychologists how they're growing their caseload and you'll get a lot of uncertain answers. It's one of the most common questions in practice forums and Facebook groups, and for good reason: marketing was never part of the curriculum.
In this session, we're flipping the script and handing the mic to Zanda's own marketing team: VP of Marketing Fiona Harrington and Chief Buzz Officer Jessica Gibson. They're pulling back the curtain on how marketing actually works, the core principles that apply to any business, including a growing practice, and using that to tackle the marketing education gap practitioners face every day.
Together, they explore how to turn good clinical work into consistent referrals, without resorting to tactics that feel inauthentic or salesy. The conversation covers how to build genuine relationships with referral sources, how to make it easy and natural for past clients to recommend you, and how to create a presence that's authentically yours rather than a performance of what marketing "should" look like.
Fiona's background co-founding a major reviews platform and Jessica's expertise in breaking through the noise to build authentic brands brings together the how and the why behind growing a practice through referrals.
This is a practical, relationship-first approach to growth, built for psychologists who want more referrals without becoming a different kind of professional to get them.
About our presenters: Fiona Harrington and Jessica Gibson, Zanda
Fiona Harrington is a strategic marketing leader and entrepreneur with a passion for using technology to help small businesses run better. With an MBA from the University of Melbourne and experience at Accenture as a strategy consultant, she combines analytical thinking with a deep understanding of communication, leadership, and growth.
Previously, Fiona co-founded Word of Mouth Online, Australia’s leading business reviews platform, which grew to over 400,000 reviews before its acquisition in 2015. Today, she channels her expertise into customer communications, building strong teams, and leading with purpose at Zanda.
Jessica Gibson is Chief Buzz Officer at Zanda, where she leads brand awareness and thought leadership initiatives to position Zanda at the forefront of practice management. A marketing and brand leader with a proven track record of driving growth, she brings together storytelling, community, and strategy to turn ideas into impactful, scalable programs. Jessica also leads Zanda's video content production using her instinct for storytelling to create content that connects, builds trust, and brings the Zanda brand to life.
Webinar timing: 7:00 – 8:00 PM AEST
Access to the recording of this webinar: A recording of this webinar will be available through the CPD Webinar Library, but for the best experience and the opportunity to ask your questions, join us live. Everyone who registers will be advised via email as soon as the recording is available. Members have unlimited access to the recording, and non-members will have access for 6 months.