Marketing Your Practice by James Bond

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MarketingMarketing
YourYour
PracticePractice
James Bond
SCORE®
Counselors to America’s
Small Business
805-204-6022
http://Ventura.Score.org/

2. 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 companies
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3. 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

4. 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)
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5. Go to Where Your Patients
Are
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Group Sessions

8. 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

9. 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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10. #1. Identity
 Your specialization / USP
 Office/location (including signage)
 Business cards
 Brochure
 Website
 Facebook page
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11. 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

12. Specialization
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13. 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

14. 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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32. #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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33. Search Engines/SEO
 Google, Yahoo/Bing
 Expensive, complicated and tedious
 Local focus is key
 Professional directories
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38. 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 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 Advertising

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53. 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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54. Pay-Per-Click
 Eating Disorder Treatment
23 Years Helping Fight Depression,
Overeating, Anorexia, Bulimia, & More
www.aPlaceOfHope.com
 Easy URL (incl. URL forwarding)
 PPC Landing Page (must match)
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61. #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

62. Networking
 Alumni associations
 Fraternity/sorority
 Neighbors/concentrations
 Local service organizations
 Local hospice, nursing homes, etc.
 Volunteering
 Focus on your specialty
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63. 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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64. 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

65. #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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66. Email – Bottom Message

67. #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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68. #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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69. 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

70. 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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71. Buy or Do It Yourself
 Coaching + Production Service $10,000
 Recurring Costs
 Website (annual)
 Directory (annual)
 PPC (monthly)
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72. 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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MarketingMarketing
YourYour
PracticePractice
James Bond
jbond@FasterBuyer.com
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!)
See Below