power point ethical effective marketing
DESCRIPTION
Power Point slides of 90 minute presentation of Ethical, Effective Marketing for your Private Practice. Originally presented to Mass Psych Assoc. 11/14/09TRANSCRIPT
- 1. Susan M. Giurleo,PhD http://www.bizsavvytherapist.com
- 2. Susan Giurleo, PhD www.BizSavvyTherapist.com Private Practice Marketing?
- 3. Todays Outline
- Is it Ethical?
- Why is Marketing Important?
- Where to Start?
- Pull Marketing
- Content Marketing
- Putting It All Together
- Marketing Plan Exercise
- 4. Is it Ethical?
- APA Ethical Standard 5:
- Advertising and Other Public Statements
- 5.01: Avoidance of False or Deceptive Statements
- Training, Experience, Competence
- Academic degree
- Services
- 5. Is it Ethical?
- 5.01: Avoidance of False or Deceptive Statements
- Scientific/clinical basis for, or results or degree of success of, services
- Fees
- Publication/research findings
- 6. Is it Ethical?
- 5.02: Statements by Others
- You retain responsibility for statements made by contracted others on your behalf.
- You do not pay media to publicize your work as a news item.
- Paid advertisements must be identified as such.
- 7. Is it Ethical?
- 5.03: Descriptions of Workshops & Educational Programs
- All presentations must be accurately described in terms of intended audience educational objectives, presenters and fees.
- 8. Is it Ethical?
- 5.04: Media Presentations
- When providing public advice of comment via print, Internet, electronic transmission, take precautions to ensure statements are:
- Based on professional knowledge, training, expertise
- Do not indicate professional relationship w/ recipient
- 9. Is it Ethical?
- 5.05: Testimonials
- Do not solicit testimonials from current therapy clients or others vulnerable to undo influence.
- Susans take: Dont ask for testimonials.
- 10. Is it Ethical?
- 5.06: In-person solicitation
- Psychologists do not engage in uninvited in-person solicitation of business from actual or potential clients.
- Does not preclude:1) implementation of appropriate collateral contacts to benefit current client, or 2) providing disaster or community outreach services.
- 11. Is it Ethical?
- Be who you are
- Say what you do, honestly
- Be truthful
- Respect your position in therapeutic relationship
- 12. Is it Ethical? Susan Giurleo, PhD www.BizSavvyTherapist.com YES
- 13. Why is Marketing Important?
- People need help!
- Can they find you?
- Can they find accurate information and resources?
- 1. Marketing allows people to have access to quality information and care
- 14. Why is Marketing Important?
- Other professionals need our expertise and support. [Physicians, attorneys, educators, etc]
- Can they find you?
- Can they trust you?
- How do they know how psychology improves the quality of life for their patients/clients?
- 2. Marketing allows us to be a resource for colleagues & community
- 15. Why is Marketing Important?
- Via your role as resource and expert people come to
- Know, Like, & Trust
- you
- 16. Why is Marketing Important?
- People want to work with those they Know, Like and Trust.
- Building a community based on information, content and informed support means when people have a problem you can solve
- They call YOU first!
- 17. Why is Marketing Important?
- Since so many people can benefit from psychology, marketing allows MORE people to call you first.
- Help more people, benefit your community
- This means you will quickly have a FULL practice
- Which results in FINANCIAL SUCCESS
- 3. Financial success is important
- 18. Why is Marketing Important?
- Financial Success: Dont be squeamish
- Empowers you as a business person (no more worrying about managed care shenanigans)
- Empowers our profession (more financially successful psychologists can fund more advocacy and political clout).
- Helps more of those without financial means
- Avoid burnout. Ethical obligation to those who depend on us.
- 19. Marketing: Where to Start?
- Specialty
- What pain do you help minimize or alleviate?
- What problems do you help people solve?
- What is keeping potential clients up and night and why are YOU the person to help them?
- What are you trained to do well?
- 20. Marketing: Where to Start?
- Target Market
- Who do you help best?
- Its not about what you want! Its about what THEY want and need.
- Want a full practice? Meet a need.
- 21. Pull Marketing
- Pulls people toward you and your services
- Not a hard sell
- Helpful resource
- Taps into targets wants and needs
- Ready to engage in services people pay for when they are ready
- 22. Pull Marketing
- Start with questions:
- Example:
- Target market parents of kids with ADHD
- Does your child struggle with completing homework? Is his room a total mess? Is it hard to get her to complete chores?
- Not
- Does your child have ADHD?
- 23. Pull Marketing
- Service-based
- How can I help?
- Volunteer for local community group
- Free workshops for target market
- Give psychology away
- Givers get
- 24. Pull Marketing
- Free samples
- Pink spoon, (Andrea Lee, www.pinkspoon.com) or free cookie (Sonia Simone, www.remarkable-communication.com)
- A taste of who you are, how you work-very powerful
- Free report, article
- E-newsletter, e-zine
- Hard copy newsletter
- Complimentary consulttime limited, scheduled, phone
- 25. Content Marketing
- Be the expert!
- Lots of *free* content that is useful and valuable.
- We have HUGE amounts of this info because we understand people and behavior.
- Dont keep expertise a secret!!!!
- 26. Content Marketing
- Where to put content?
- Blog, blog, blog (FREE: wordpress.com, typepad.com, blogger.com)
- BTW: static websites are pass, dont get picked up by Google
- Articles: local papers, magazines, online article directories (ezinearticles.com)
- Twitter (one of my favorites!)
- In-person workshops
- 27. Content Marketing
- Where to get fresh content?
- READ
- ASK
- LISTEN
- 28.
- Pull + Content =
- Powerful Marketing
- 29. Putting It All Together
- Specialty
- Target client
- Understand their pain
- Speak to what keeps them up at night
- How do you help?
- Ask questions & give valuable content
- Build Know, Like, Trust
- 30. Pulling It All Together
- Start somewhere
- Do one thing
- Add another when comfortable
- You will make mistakes and hit dead ends
- Tweak as needed
- Be consistent! Dont give up!
- Get support
- 31.
- Marketing Plan Exercise