Marketing a mental health practice, whether psychiatry or social work
requires the most important ingredient--non-stop, low cost, high
frequency, touches of the prospective referral resources with useful
information that indirectly presents your services has high quality and
effective. You must communicate in a continuous, almost automatic
way emotional, newsworthy and compelling messages about mental health and
human goal achivement that will cause the reader to see themselves in the
story. Do this say, twelve times a year, and you will achieve something
called "top of mind" visibility.
Another way of saying it: Your referral sources, and more importantly,
new referral sources you desire, have your name and services indeliably
branded onto their brains. When they think of someone to refer to, they
are thinking of you first. This is real power, but it only comes from
repetition--not alot of volume in each communication, but a little bit
effectively communicated, and regularly done at predictable levels.
Another secret of building your practice (and eventually I will share a
one-finger solution to top off our discussion) is to provide the same
practical and useful information to every media outlet in your town--
newspapers, radio stations, PR firms, and community organizations of
reputable size. When news happens, these groups look for experts. You
want them coming for you. To learn more about an effective strategy
that puts you on automatic pilot to achieve regular communications with
potential referral sources and boost the number of referrals to your
private practice while improving your image, see Mental Health Marketeer
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