Private Practice 101: Marketing your practice
Whether you are just getting started in a private practice, or have been in practice for years, it is well worth assessing and re-assessing your marketing approach. During these difficult economic times it is even more critical to market your practice effectively in order to stay in business.
You have developed a business plan, set up your office, established fees, policies and hours. You are ready for clients to begin calling you.
Your message: Now it is time to let your ideal client know about your services, how you can be of assistance to them, and why they should seek you out. First of all, who is your ideal client? What issues will they bring to your office? Who does your therapeutic approach best serve? What are your areas of specialty? Do you have a niche? What can you do for potential clients? Potential clients are uncomfortable and seeking change at best, and in distress, possibly in crisis, hitting their rock bottom at worst, and are more interested in what you will do to help them, than in hearing too much about you. Speak first to their needs, to what you can do for them, then summarize your qualifications, therapy approach, and training later in your marketing message.
Spend time looking at other therapists advertising (websites, online profiles, paper ads etc). Do this to get a sense of what you will include in your own advertising. Review Lynn Grodski’s book “How to Build Your Ideal Practice” particularly the chapters about clarifying your message! (check out her website www.privatepracticesuccess.com as well for much more info on building your business). You may decide to seek a business coach to consult with if you have not already. One who I recommend is Kaya Singer at www.awakeningbusiness.com.
How will your ideal client find you? Where will you put your message? Will potential clients find you through the internet? Will they utilize their insurance benefits? Will they be looking to pay out of pocket and avoid dealing with insurance companies? Will their massage therapist recommend you? Will they be referred following higher levels of care? What publications might they be likely to search for resources in? As always, I recommend talking to other therapists in your area. Ask how they advertise, what is working for them, where do they get their referrals?
There are numerous effective ways to get information about the services you offer out there, many of which are very low cost.
-You may try sending out a letter or postcard of introduction as you open your practice, if you move your office, start a new group, or when you launch or improve your website. If you work with children or adolescents consider targeting pediatricians and family doctors in your area as well as divorce attorneys, and other therapists. If you work with pain management or chronic illness, target health practitioners who treat these issues!
-Start a website for your practice. Simple build your own websites through networksolutions.com or vistaprint.com are very affordable to maintain and you can edit as you like.
-Start a blog to communicate your skills, services, offerings, etc
-Listing your practice profile on a site like www.psychologytoday.com is well worth the monthly fee, as they get top search engine ratings. There are several other online sites to list your services as well for nominal fees or for free. In the Portland area you can post ads on Willamette Weekly online for free
-Paying for print ads in local publications is another option that may be worth investigating, depending on your target client and your budget.
-Many service professionals send out quarterly newsletters (with client permission of course) by email or paper, to keep past clients and colleagues updated. This format may provide helpful mental health information on specific topics, an update on your training, new skills, new services etc.
-Another effective networking strategy is to set a goal for your self to invite one person a month to coffee to learn about their practice (and introduce yourself in the process). Most of us make our best impression in person, so market yourself! You will also be building a list of professionals that you can refer to when you need to refer a client on in the future!
-Seek opportunities to speak about mental health topics, for example, offer to provide a free lunchtime talk on seasonal depression or managing stress at a local business that employs your ideal client! Many of my client report the most difficult thing about seeking counseling is the idea of calling someone they have never met before for very personal help. Give them an initial level of familiarity.
-Go to professional trainings and conferences on topics you are interested in!
-Get involved in your own professional organization to network and build professional relationships!
It takes time to build a community of professionals who know you and the services you provide and who will refer to you. Likewise it takes some time to build a base of happy, satisfied clients who go out and recommend you to their friends and family. Be patient with yourself and do one thing every day to promote your practice. Keep thinking about who your ideal client is, what do you have to offer them, and how will they hear about you? Lastly do your outcome research. How did your current clients find you? What marketing strategies are working for you right now?
Now practice your positive affirmations and put some energy into building a vibrant, rewarding practice!
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Rachel Starck is a Licensed Professional Counselor in private practice at The North Portland Growth Place. For more about Rachel’s practice and part time office space, go to www.thegrowthplace.com
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