Power Point Ethical Effective Marketing

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Power Point slides of 90 minute presentation of Ethical, Effective Marketing for your Private Practice. Originally presented to Mass Psych Assoc. 11/14/09

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Power Point Ethical Effective Marketing

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

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