This is a perennial question I get asked, so I thought it might be useful if I addressed it as a blog post. The simple truth, as I've learned over the years, is that there is no "one-size-fits-all" answer, I'm afraid.
But what IS important is that you ensure that there is at least some consistent focus on marketing activities within your practice every week or month.
Therapist training generally does not address business matters; the focus is invariably on teaching the skills that you need to perform as an effective therapist, and rightly so! But as independent practice becomes more of the norm here in the UK, the need to address the “how” of independent practice becomes more important too.
In his book “The E-Myth Revisited”, Michael Gerber brilliantly addresses how every independent business person actually needs to be 3 different “people” within their day-to-day business activity. I’ve written more about this and reviewed “The E-Myth Revisited” in a previous blog post – The Three People You Need in Your Business - but Gerber’s point is that you can’t run a practice purely by being the therapist (or Technician, in his example) … you need to have a Manager-element that can focus on bringing in the business, and that is where marketing comes in.