therapist marketing2
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Marketing Marketing Your Your
PracticePractice
James Bond
SCORE®Counselors to America’s
Small Business805-204-6022
http://Ventura.Score.org/
Marketing Your Practice Therapists are no longer dependent on
insurance companies Large population willing to pay for
services Many services for which insurance
companies do not pay No permanent record is kept by
insurance companies2
Marketing Your Practice Private Practice Mindset / malpractice / intimidated Investment ROEI Key – Flow of patients Pay now or pay later Specialty coaches available 30-35 patients/week (patient hours) Lifetime value of a referral/patient 3
Patient Segmentation Patients divided by child, adult, geriatric
Subcategories (Developmental disabilities, personality disorders, dementia)
Geography (business/residence) Demographics (age, gender, income, ethnicity) Psychographics (personality, motives, lifestyle) Benefits (increased well-being, improved
relationships) Usage-Rate (those frequently involved in self-
improvement activities)4
Go to Where Your Patients Are
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Joe Versus Paul Paul
month-to-month struggle no consistency of referrals
Joe Needed to get serious Got help / invested / return on education Networking, directories & pay-per-click 24 therapists, 3 offices, averages 125 new
referrals/month 8
6 Primary Tools 1. Identity 2. Internet Marketing 3. Networking / Outreach 4. Patient Referrals 5. (Optional) PR and Promotion 6. The Art and Science of Follow-Up
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#1. Identity Your specialization / USP Office/location (including signage) Business cards Brochure Website Facebook page
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Specialization Establishing your specialty Defining your USP (Unique Selling
Proposition – What makes you special) Advantages – for patient and other
practitioners Easier to help / specialized expertise Easier to attract patients Easier to network Easier to market (focus) 11
Specialization
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Website Photo About Us Services Provided Common Questions Rates and Hours (& Insurance) Appointment Request Helpful Forms Hot Topics / Newsletter Links & Resources Contact Me/Us 13
Brochure / Website First year – 75% of referrals come from
your website – last thing they see Clients are selfish! P-S-C F-B-A (earn the privilege first)
Problem – Solution/Services – Credibility – Features – Benefits – Action
Home page – above the fold Video
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Remember the FORMULA!P-S-C F-B-A
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#2. Internet Marketing Search Engine Optimization (SEO) Directory Listings (in more than 30 local
and industry directories) Pay-Per-Click advertising (Google,
Yahoo/Bing, Facebook) (Optional) Email marketing / Opt-Ins
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Search Engines/SEO Google, Yahoo/Bing Expensive, complicated and tedious Local focus is key Professional directories
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Directories Google Maps / Google Places Professional directories Local directories (more than 30) Yext – about $500/year
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Therapist Directories AAMFT Therapist Locator The American Association for Marriage and Family Therapy (AAMFT). American Psychological Associat ion The American Psychological Association maintains a list of links to each of the state
psychological associations. Anxiety Disorders Association of America The Anxiety Disorder Association of America maintains a find-a-therapist tool that will help you
find mental health practitioners in your area that specialize in social anxiety disorder. Associat ion for Behavioral and Cognit ive Therapies The Association for Behavioral and Cognitive Therapies' offers a locator service to help you in
your search for a therapist specializing in CBT. Associat ion for Contextual Behavioral Science The Association for Contextual Behavioral Science offers a search tool to help you locate a
mental health specialist close to you that practices Acceptance and Commitment Therapy (ACT). National All iance on Mental I l lness The National Alliance on Mental Illness (NAMI). National Register of Health Service Providers in Psychology This national register offers a service to find psychological service providers based on location,
expertise and other criteria. The service is free to use by the general public. Psychology Today Psychology Today offers a therapist locator service for the U.S. Therapists included in this
directory have been screened to ensure that they are licensed in their area of practice.
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Pay-Per-Click Advertising
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Pay-Per-Click Pay-Per-Click advertising
(Google, Yahoo/Bing, Facebook ads) Typically $5/day per new referral
$150/month for each new referral $1,500/month for 10 $3,000 for 2-months
What’s a new referral worth? Social media usually a waste
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Pay-Per-Click Eating Disorder Treatment
23 Years Helping Fight Depression,Overeating, Anorexia, Bulimia, & Morewww.aPlaceOfHope.com
Easy URL (incl. URL forwarding) PPC Landing Page (must match)
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#3. Networking/Outreach Medical / professional referrals Community organizations / groups
(presentations and events through Chambers of Commerce, Religious institutions, Service organizations such as Rotary, Kiwanis, etc., Local and regional exhibits/booths, Nursing homes, senior centers, hospice, etc – May include co-marketing with other practitioners
Volunteering 61
Networking Alumni associations Fraternity/sorority Neighbors/concentrations Local service organizations Local hospice, nursing homes, etc. Volunteering Focus on your specialty
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Networking Visits – drop in w/coffee & business cards Talk about how you could support each
other Collaborate with others and…
hold an open house, host an event or telesummit, or present an ongoing series with different presenters
Create a signature talk and speaker-sheet with information on your talk
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Public Speaking Benefits:
Exposure Establish your reputation as an expert Build confidence in your competence
Use English versus tech speak Effective speaking AND presenting Dale Carnegie – or – Toastmasters Tell a story P-S-C F-B-A What is YOUR call-to-action??? 64
#4. Patient Referrals Email bottoms Brochures with list of services Patient orientation to services offered Question on intake form:
How did you hear about us? Optional - Newsletters
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Email – Bottom Message
#5. (Optional) PR/Promo Press releases Newspaper column, radio/TV
appearances or shows Blog and/or Facebook postings White papers, published articles and
books
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#6. Follow-Up The art and science of follow-up Establishing clear expectations Proper records and follow-up tools
Email, Mail Reminder Calls Phone Check-Ins/Follow-Up
Marketing transitions (patient retention)
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6 Primary Tools 1. Identity
Specialization, Business cards, Brochure, Website 2. Internet Marketing
SEO, Directory Listings, Email Bottoms, PPC 3. Networking / Outreach
Healthcare Professionals, Local Organizations Signature talk and speaker sheet
4. Patient Referrals 5. (Optional) PR and Promotion
Press Releases 6. The Art and Science of Follow-Up
Reminder Cards, Database Follow-Up System 69
6 Primary Tools Business cards ($20-50) Brochure ($300-2,000) Website ($500-2,000 + hosting)* SEO ($2,000+/yr)* Directory ($500+/yr)* PPC ($3,000/2-mo)* Press Releases ($200-400/release) Database Follow-Up System ($2,000) . EST. TOTAL: $8,500 – 11,950
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Buy or Do It Yourself Coaching + Production Service $10,000 Recurring Costs
Website (annual) Directory (annual) PPC (monthly)
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Summary
Your responsibility to succeed Establish your specialty Focus on “flow” of patients Partner and collaborate Get help… don’t do it all alone Understand the value of a referral ROEI (educate yourself in marketing)
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Marketing Marketing Your Your
PracticePractice
James [email protected]
805-405-9899 http://FasterBuyer.com/Therapists
Coaching Programs Available
(We create your actual, Website, PPC Campaigns, etc. plus we coach you in Networking and MORE!)
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