Power Point Ethical Effective Marketing

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

Susan Giurleo, PhD www.BizSavvyTherapist.com

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



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



Via your role as resource and expert people come to

Know, Like, & Trust

you



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!



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



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!!!!



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



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


Power Point Ethical Effective Marketing

Business

Transcript of Power Point Ethical Effective Marketing