Feb 1st Ethical Practice Management

David's Slides

Transcript

1. Marketing mental health Thoughts on Growing Mental Health Services david p. diana lpc, ncc
2. The Power of Fragmenting Markets
6. You & Your Work 1
7. *EXERCISE 1 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.
8. Organize Around “Difference” Not different.
9. People don’t buy what you do, they buy why you do it.
11.                     What         How Why
12. Story
13. Video Cannot Be Included
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 2 Why do you do the work you do? What’s the true mission? Identify 3 core values that are the backbone of the work you do. What is the story you are trying to tell? What’s the experience you hope to provide people?
17. * EXERCISE 3 What position are you going to fill in the marketplace?
19. Fast/ Easy Slow/ Difficult Expensive Cheap Dominoes Pepe’s Pizza The Spot Dave’s Pizza Frozen Pizza Vermont Flatbread Frozen Pizza
20. CBT/Short-Term Analytical/ Longer-term Expensive $$$ Inexpensive $ Local Mental Health Center Jungian Analysis Practice Established Niche Psychologist (includes in-depth testing)
21. Interactive/Experiential/ Non-Traditional Traditional Therapy Sessions Children & Families Adults Holistic Center Coaching Practice for Middle Age Women Pam Dyson, LPC Downtown Therapist One Downtown Therapist Two
22. Coaching Clinical Women Ages 21 -30 Women Ages 50 - 60
23. Knowing your Audience 2
24. 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.
25. Don’t waste time trying to convince others!
26. FOCUS ON YOUR 8% 4%   4%   92%   Your Audience Want to Buy Need More Info Not Interested
27. * Exercise 4 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)
28. Building your plan 3
29. High Effort & Investment Motivation Drops
30. Building a Foundation of Trust & Credibility Momentum Builds Investment Increases The Opposite of What You’re Doing
31. Live the new definition of… “Value”
32. Sell the way you buy
33. Build Trust BEFORE You need it. Building trust when you want people to “act now” is too late.
34. * EXERCISE 5 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)  Use of social media 8)  Advertising 9)  Etc…
35. •  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
36. Deliver & implement 4
37. ideas are easy, doing stuff is hard.
38. The Dip
39. advertise promote push info get the word out blitz spin sharing your story connecting with a community embracing a niche building trust conversation creating the experience atmosphere support the service
40. leveraging technology
41. 61% of adults look online for health information. 2009 Pew Research Center
44. 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.
45. 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.
46. “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
49. http://www.youtube.com/user/PamDysonPlayTherapy
52. 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.
53. Build Expertise & Credibility Online
61. Social Media
62. https://www.facebook.com/groups/LowcountryMentalHealth
63. www.google.com/+/business
64. http://www.facebook.com/stlplaytherapy
65. http://pinterest.com/pamdyson/play-therapy
66. 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!)
67. 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
68. Online Therapy
70. (1) nbcc.org (2) onlinetherapyinstitute.com (3) telehealth.org Online Credentialing
72. https://www.ismho.org/home.asp
73. www.davidpdiana.com
74. End