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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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
Susan Giurleo, PhD www.BizSavvyTherapist.com
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
Susan Giurleo, PhD www.BizSavvyTherapist.com
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.
Susan Giurleo, PhD www.BizSavvyTherapist.com
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.
Susan Giurleo, PhD www.BizSavvyTherapist.com
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
Susan Giurleo, PhD www.BizSavvyTherapist.com
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.
Susan Giurleo, PhD www.BizSavvyTherapist.com
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.
Susan Giurleo, PhD www.BizSavvyTherapist.com
11. Is it Ethical?
Be who you are
Say what you do, honestly
Be truthful
Respect your position in therapeutic relationship
Susan Giurleo, PhD www.BizSavvyTherapist.com
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
Susan Giurleo, PhD www.BizSavvyTherapist.com
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
Susan Giurleo, PhD www.BizSavvyTherapist.com
15. Why is Marketing Important?
Via your role as resource and expert people come to
Know, Like, & Trust
you
Susan Giurleo, PhD www.BizSavvyTherapist.com
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!
Susan Giurleo, PhD www.BizSavvyTherapist.com
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
Susan Giurleo, PhD www.BizSavvyTherapist.com
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.
Susan Giurleo, PhD www.BizSavvyTherapist.com
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?
Susan Giurleo, PhD www.BizSavvyTherapist.com
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.
Susan Giurleo, PhD www.BizSavvyTherapist.com
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
Susan Giurleo, PhD www.BizSavvyTherapist.com
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?
