therapist marketing

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MarketinMarketing Your g Your

PracticePractice

James Bond

SCORE®Counselors to America’s

Small Business805-204-6022

http://Ventura.Score.org/

Marketing Your PracticeMarketing 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 companies

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Marketing Your PracticeMarketing 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

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Patient SegmentationPatient 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)

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Go to Where Your Patients AreGo to Where Your Patients Are

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Group Sessions

Joe Versus PaulJoe 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

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6 Primary Tools6 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#1. Identity

Your specialization / USP Office/location (including signage) Business cards Brochure Website Facebook page

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SpecializationSpecialization

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)

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SpecializationSpecialization

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WebsiteWebsite Photo About Us Services Provided Common Questions Rates and Hours (& Insurance) Appointment Request Helpful Forms Hot Topics / Newsletter Links & Resources Contact Me/Us

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Brochure / WebsiteBrochure / 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!Remember the FORMULA!

P-S-C F-B-A

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#2. Internet Marketing#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/SEOSearch Engines/SEO

Google, Yahoo/Bing Expensive, complicated and

tedious Local focus is key Professional directories

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DirectoriesDirectories

Google Maps / Google Places Professional directories Local directories (more than 30) Yext – about $500/year

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Therapist Directories Therapist Directories AAMFT Therapist Locator The American Association for Marriage and Family Therapy (AAMFT). American Psychological Association 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. Association for Behavioral and Cognitive Therapies The Association for Behavioral and Cognitive Therapies' offers a locator service to help you in

your search for a therapist specializing in CBT. Association 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 Alliance on Mental Illness 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 AdvertisingPay-Per-Click Advertising

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Pay-Per-ClickPay-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-ClickPay-Per-Click

Eating Disorder Treatment23 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#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

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NetworkingNetworking

Alumni associations Fraternity/sorority Neighbors/concentrations Local service organizations Local hospice, nursing homes, etc. Volunteering Focus on your specialty

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NetworkingNetworking 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 SpeakingPublic 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???

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#4. Patient Referrals#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 MessageEmail – Bottom Message

#5. (Optional) PR/Promo#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#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 Tools6 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

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6 Primary Tools6 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 YourselfBuy or Do It Yourself

Coaching + Production Service $10,000

Recurring Costs Website (annual) Directory (annual) PPC (monthly)

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Summary 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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MarketinMarketing Your g Your

PracticePractice

James Bondjbond@FasterBuyer.co

m

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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