Ethical & Innovative Practice Management Slides

Transcript

1. Marketing mental health Thoughts on Growing Mental Health Services david p. diana lpc, ncc
2. The Power of Fragmenting Markets
6. 1.  Advertising is not marketing. 2.  There is no “market” today, there are millions of markets. 3.  You can no longer market to a non-descript mass audience. You can market only to people who are willing participants!! 4.  Marketing is “Why you do what you do” not “What you do”. 5.  Marketing is about focus, patience, and commitment to principle. 6.  Focus on earning trust not attention. 7.  Significance always trumps recognition.
7. You & Your Work 1
8. *EXERCISE Take a moment and write down what it is you do in your work. (Explain your business.) Share what you wrote with your neighbor and ask for feedback.
9. Organize Around “Difference” Not different.
10. People don’t buy what you do, they buy why you do it.
11.                     What         How Why
12. Story
13. Life Management Center Video www.lifemanagement.org
14. We think our job is to change how people feel about what we do. Our job is to change how people feel about themselves.
16. * EXERCISE Why do you do the work you do? What’s the true mission? Who needs to know about this? Identify 3 core values that are the backbone of the work you do. What is your passion? What is the story you are trying to tell? What’s the experience you hope to provide people?
17. Knowing your Audience 2
18. *EXERCISE 1)  Who is your next client & what are that client’s dreams, wants, & desires? 2)  What is the story that client tells herself before she ever contacts you? 3)  How do you connect with or encounter this client in a way that she trusts the message you want her to hear? 4)  What changes are you trying to make in that client, in her life, and her story?
19. Framing “Belief” We don’t believe what you tell us. in Your Work We rarely believe what you show us. We often believe what our friends tell us. We always believe what we tell ourselves.
20. Don’t waste time trying to convince others!
21. FOCUS ON YOUR 8% 4%   4%   92%   Your Audience Want to Buy Need More Info Not Interested
22. * Exercise Where does your audience get its information? Where do they come together as part of a community? Who are, or can be, champions of your work? (identify 8 people or organizations)
23. Building your plan 3
24. Why are you not GROWING?
25. advertise promote push info get the word out blitz spin sharing your story connecting with a community embracing a niche creating alignment conversation creating the experience atmosphere support the service
26. 1. Awareness How do we raise awareness about our businesses products and services? 2. Evaluation How do we help clients evaluate our “Value Proposition” so they choose to use our services? 3. Purchase How do we allow clients to purchase specific products and services? 4. Delivery How do we deliver Value to customers? 5. After the Sale How do we provide post-purchase support? How do you connect across the entire client/customer experience?
27. High Effort & Investment Motivation Drops
28. Building a Foundation of Trust & Credibility Momentum Builds Investment Increases The Opposite of What You’re Doing
29. Live the new definition of… “Value”
30. Sell the way you buy
31. * EXERCISE Identify three ways in which you might connect with your audience. 1)  Write articles for a local paper 2)  Give free talks 3)  Help three key organizations achieve their goals 4)  Volunteer your expertise within your community 5)  Invest in top notch search engine optimization 6)  Set aside time for research you’ve always wanted to do 7)  Etc…
32. •  Answering “Why?” •  Clarify the “experience” •  Who? • Where are they found? Marketing Vehicles Level 2: Participate in “the conversations” Level 3: Deliver quality, innovation etc… Level 1: Share Your Story
33. Deliver & implement 4
34. ideas are easy, doing stuff is hard.
35. The Dip
36. leveraging technology
37. 61% of adults look online for health information. 2009 Pew Research Center
41. Key Website Elements Your Website Create a Sense of Belonging Start a Conversation Create an Effective Tone. Include a “Call to Action” Simplify Your Message & Purpose
42. •  What is your site saying visually? (Is it consistent with your values?) •  On each page ask, “What are the primary and secondary actions I would like visitors to take?” •  Don’t put the cart before the horse. (Clarify your message and understand your audience needs first, build content that speaks to them, and then build a site structure.) •  Use white space. There is power in empty spaces. •  Use unique visuals and structure your site knowing viewers scan first, then read. Build A Better Website
43. Ethics Disclaimers Since I hold a master's of social work degree (please see cv) and am licensed to work as a clinical social worker in New York and South Carolina, I abide by the Code of Ethics set out both by the NASW (National Association of Social Workers). Please refer to their websites for more detail. www.iasw.ie and www.naswdc.org. Today it is mandatory in many parts of the world to sign legal consents, contracts and agreements between client and therapist when entering into a psychotherapeutic or a counseling relationship. This is a protective measure for both the client and the therapist. I respect the legal requirements, including those concerning medical and personal information privacy, that apply to your state. Below are copies of legal forms that I use for clients. Forms will be sent to you as per what is legally required by the social work association in your region. And if it is not legally possible for us to work together, I will help you find an appropriate referral. When consent forms, etc. are forwarded to you they will be sent over an encrypted email address. This is to protect your confidentiality.
44. Website Purpose Disclaimer I agree with the APA (American Psychological Association) disclaimer: "The diagnosis and treatment of psychological disorders requires consultation with a trained professional. The information on this website is for educational purposes only. It should not be used as a substitute for seeking professional treatment for any disorder or problem, and it is an insufficient basis for designing a treatment plan. The treatments described in this website have been shown to be beneficial in scientific studies; however, this is no guarantee that any individual person will benefit from a particular treatment." The services of XXX Therapy are meant solely for psychotherapeutic and counseling purposes. This service is not meant as a crisis hotline. Should you need such services, there are a couple of options for you, such as calling 911 or go to a hospital ER department where their staff are trained to assist in a psychological emergency.
45. “We do not solicit testimonials from current therapy clients or other persons whose particular circumstances make them vulnerable to undue influence.” (APA 02: 5.05) “…testimonials or public endorsements may compromise a client's confidentially or later prove embarrassing in ways that may not be anticipated when she initially agreed to the quote.” -Koocher PhD & Keith-Spiegel PhD (http://www.continuingedcourses.net/active/courses/course057.php) “Apparently the FTC does not regard the lingering influence of the transference relationship and its potential consequences as an automatic barrier to testimonial advertising (e.g., potentially unfair and deceptive endorsements provided in the afterglow of a positive transference). -Koocher PhD & Keith-Spiegel PhD (http://www.continuingedcourses.net/active/courses/course057.php) Testimonials
48. http://www.youtube.com/user/PamDysonPlayTherapy
51. SEO (Tips for boosting your rankings in 7 days.) •  Do Keyword Research. -  Often times what you think are your keywords are not what your audiences thinks. -  Google Keyword Tool •  Optimize your On-Page SEO -  Use Your Tags! (Title Tags, Meta Tags, Descriptive Tags) -  Use new knowledge of keywords to create SEO rich content -  Add names and descriptive text to all images •  Build Backlinks -  Guest blogging (include a link back to your site) -  Article Marketing (submit articles that include a link back to your site) -  Create content other sites want to link to. -  Link exchanges •  Submit your website to search engines on a consistent basis -  http://www.squidoo.com/sitemap-submission •  Write fresh content so search engines recognize your site as constantly changing.
52. Build Expertise & Credibility Online
58. www.blogtalkradio .com Video
59. Social Media
60. https://www.facebook.com/groups/LowcountryMentalHealth
61. http://www.facebook.com/stlplaytherapy
62. http://pinterest.com/pamdyson/play-therapy
63. Using Twitter in Mental Health 1) Find Out Where the Conversations are Taking Place -  Go to http://search.twitter.com 2) Use it as a Feedback/Market Research Tool - What do you look for in a therapist? - When you have a problem, who do you consult? - How can we, as a community, support you better? 3) Offer Interesting Mental Health Facts, Resources, Research 4) Connect & Collaborate with Others in the Field (Grow Your Network!)
64. Internet Video Teleconferencing claiming HIPAA compliance •  gotomeeting.com •  mytherapynet.com •  adobeconnect.com •  behaviorimaging.com •  breakthrough.com •  interactivecare.com •  via3.com •  ecounseling.com •  californialivevisit.com •  lifesize.com •  securetelehealth.com •  vidyo.com
65. Online Therapy
67. (1) nbcc.org (2) onlinetherapyinstitute.com (3) telehealth.org Online Credentialing
69. https://www.ismho.org/home.asp
70. www.davidpdiana.com