Marketing For the Evidence-Based Therapist

Marketing For the Evidence-Based Therapist

As a large body of therapies have been identified that are demonstrably effective, the field has shifted toward dissemination and implementation. For those who are out in practice, a main way we get evidence-based therapies to clients is through effective marketing. As the director of a growing clinic who has worn pretty much every hat (e.g., entrepreneur, biller, therapist, manager, bookkeeper, receptionist, accountant, janitor), I’ve had to learn a lot about marketing over the last several years. In particular, I’ve found that online marketing has been especially fruitful for our business.

In the process of doing some of our online marketing, a colleague asked me to make some recommendations for key books relating to marketing a private practice. I realized that I had no one book that covered most of the material that I had learned, but instead had learned through a variety of resources over the years, many of them online. Below lies a smattering of links and resources on online marketing that I’ve found useful over the years as well as some general comments about the important elements of a building a business as a therapist.

Search engine optimization (SEO)

Once you build a website, you need to hire someone to help you optimize your site and drive traffic to it. Just building a website is near useless if you don’t figure out how to get people to visit it. You should be able to get someone who can help you drive traffic to your website for $400 a month or less. You need to spend money on marketing in order to grow your business (or even to have a business usually). Marketing works, that’s why we have so much of it around us. It changes behavior and will bring people to your doorstep. SEO professionals know how to bring more clients to your door. This is money well spent, once you have a website already up.

Some links to get you started on what SEO is and how to do it:

http://www.seomoz.org/blog/the-beginners-checklist-for-small-business-seo

Private practice marketing

If you need some help with business strategies overall, most areas of the country have a small business development center. Look up your local center. They often provide very affordable and expert training that is perfect for mental health professionals trying to expand their business knowledge. I’ve learned a lot from my local SBDC. http://www.sba.gov/content/small-business-development-centers-sbdc

Some good articles can be found here: http://www.uncommonpractices.com/articles.html

This is my favorite book about running a private practice in terms of recommendations on how to do marketing: Getting Started in Private Practice: The Complete Guide to Building Your Mental Health Practice

Website design

Three tips:

1) Put a contact form on the front page of your website and the contact page, rather than relying on people to call you. You’ll get a lot more contacts that way.

2) Learn how to use WordPress to set up your site. It’s simple and easy to use once you’ve learned how to set it up.

3) Get your site noticed and convert visitors to clients:

Business blogging and writing good content

Here’s a basic primer on writing good blog posts by a leading blog developer: http://www.davidrisley.com/blog-writing/

One of the oldest and most prolific blogs about blogging: http://www.copyblogger.com/blog/

General online marketing

Here’s a graphic to help you see all the possibilities for online marketing and organize your thinking: http://assets.unbounce.com/s/images/noob-guide-to-marketing-infographic-1800.png

Some basics on online marketing: http://counsellingresource.com/lib/practice/internet-marketing/

Some webinars if you like to watch those: http://www.hallme.com/archived-webinars.php

Social Media Marketing

Some tips on how to embrace social media and the latest changes in Google to your advantage: http://www.psychotherapynetworker.org/magazine/recentissues/2012-mayjune/item/1708-in-consultation

A psychotherapist’s guide to Facebook and Twitter: Why clinicians should give a tweet – http://www.psychotherapy.net/article/psychotherapists-guide-social-media

Dr. Keely Kolmes’ private practice social media policy – http://www.drkkolmes.com/docs/socmed.pdf

Online business models

You might want to write a business plan. Here’s a template:

http://www.copyblogger.com/smart-people-business-plan/

I don’t know of anyone better at it and who produces better content on running a business online than Pat at Smart Passive Income. His podcast is super-popular, interesting, and very relevant: http://www.smartpassiveincome.com/

Pay-per-click advertising (PPC)

 

Really the only place you need to advertise is with google adwords. It’s not too hard to set up a basic account, set a budget and try it out. Here are some ideas on how to do that: http://adwords.google.com/select/Login

Adwords for therapists: http://www.uncommonpractices.com/adwords.html

Optimizing quality score: http://www.redflymarketing.com/blog/how-to-improve-quality-score-the-ultimate-guide/

Newsletters

Before putting your efforts into blogging, first create a following with an email list to directly connect with local, potential clients in a more direct way

http://uncommonpractices.wordpress.com/2009/04/22/why-blogging-is-a-waste-of-time-for-private-practitioners/

http://www.smartpassiveincome.com/email-list-strategies/

I like Mailchimp because the interface is very simplified and you are able to get a feel for creating and using newsletters for marketing your business without having to invest right from the start.  Your account is free as long as you have less than 2,000 subscribers and you send less than 12,000 emails per month.

http://mailchimp.com/

Other popular services include:

http://www.aweber.com/

http://www.constantcontact.com/

Face-to-face networking

My favorite book on this topic is: Never Eat Alone

And if you are looking to improve your social skills, speaking abilities, and ability to just interact with others and make conversation, I don’t know a better place than Toastmasters, which I have been a member of for years. To find a meeting near you: http://reports.toastmasters.org/findaclub/

See if there is a meetup group in your area either of therapists or other professionals in your area of interest.

Finding your passion

And Don’t do any of these things if it doesn’t align with your passion: http://zenhabits.net/the-short-but-powerful-guide-to-finding-your-passion/

Team Up

Check with your state’s psychological association to see if they have any events scheduled to learn more about marketing.

See if you can find a “practice buddy” — another local mental health practitioner who has similar goals and who can meet with you to brainstorm ideas regarding seminars, networking groups to attend, accessing each other’s networks, and setting goals for putting these tips to work.

Do you have favorites? Send me a message about those and I’ll check them out. Who knows, maybe they’ll make it onto the list.

UPCOMING TRAINING EVENTS


Using Acceptance and Commitment Therapy to Guide Exposure Therapy: The Basics

Brian Thompson, PhD, Brian Pilecki, PhD, and Joanne Chan, PsyD
September 17th, 2021 from 12-3pm

This is a beginner workshop intended to provide the foundations of exposure therapy including types of exposure interventions and design effective exposure exercises for various anxiety disorders and OCRDs. Participants will learn how to use ACT processes to guide the implementation of exposure techniques and how ACT processes may be enhanced by traditional exposure methods. This workshop will provide some background in theory and will emphasize applying exposure to clinical contexts using case studies, exposure demonstrations, and the practice of new skills by participants. Read More.


Overcoming Barriers to Effective ACT-Informed Exposure Therapy

Brian Thompson, PhD and Brian Pilecki, PhD
October 15th, 2021 from 12-3pm

This workshop will offer a brief introduction to Acceptance and Commitment Therapy-informed exposure and focus on practical ways to address common problems in implementation. Case examples will be provided to illustrate common client barriers such as lack of buy-in and difficulty grasping core ACT concepts. Strategies for overcoming these barriers will be offered and participants will have the opportunity to practice newly acquired skills through role-plays and break-out rooms.Read More.


An Introduction to Psychedelic-Assisted Psychotherapy for Clinicians

Brian Pilecki, PhD and Jason Luoma, PhD
October 22nd, 2021 from 9am-12:15pm

Psychedelic assisted therapy is emerging as a highly effective form of mental health treatment. This workshop will provide health care professionals an overview of this new clinical area. The workshop will highlight the importance of preparation and integration, as well as how to use a harm reduction approach to provide therapeutic support to clients using psychedelics on their own. The current legal status of psychedelics will be reviewed, including Oregon’s developing a legal psilocybin-assisted therapy program. Finally, diversity issues around lack of access for underserved and non-majority populations will be explored, as well as the prevalence of cultural appropriation and colonialism in modern psychedelic medicine. Read More.


Acceptance & Commitment Therapy – An Experiential & Practical Introduction

Jason Luoma, PhD and Jenna LeJeune, PhD
November 13th and 14th, 2021 from 8:30am-4:30pm
at Milagro Theatre- El Zocalo
This two-day in-person workshop provides a thorough overview of the theory, principles, and techniques of Acceptance and Commitment Therapy. It is intended for those who are relatively new to ACT and for those who have done some reading on their own about ACT but who may not have had the opportunity to participate in more experiential learning, observe models, or receive feedback while using the ACT model. Read More.


Ethical & Legal Considerations in Psychedelic Integration Therapy

Brian Pilecki, PhD and Jason Luoma, PhD
November 19th, 2021 from 9am-11am

There is an increasing demand from clients seeking therapeutic support in their personal use of psychedelics. However, many clinicians interested in psychedelic preparation and integration are unsure as to how to provide these services as psychedelics mostly remain illegal. In this workshop, we will outline legal and ethical frameworks relevant to providing therapy to clients around their personal use of psychedelics, as well as describe how harm reduction approaches are suitable for this developing clinical area. Read More.


De-Mystifying Self-As-Context in ACT: Practical Strategies for Clients

Brian Pilecki, PhD and Kati Lear, PhD
December 3rd, 2021 from 12pm-1:30pm

This workshop will outline how self-as-context can be used to conceptualize commonly discussed topics in therapy such as self-esteem, confidence, identity, and inner conflict. Participants will learn how to flexibly practice practical self-as-context interventions that can be used with clients, as well as have a chance to practice newly learned skills through structured role-play exercises in breakout groups. Read More.


Values in Therapy: An Intro to Working with Values from an ACT Perspective

Jenna LeJeune, PhD
January 21, 2022 from 12pm-2:00pm

This workshop will provide a theoretical and conceptual overview of values from a contextual behavioral science perspective. We will cover the “what”, “why”, “when”, and “how” of values within ACT. While we will also provide an overview of various values exercises and measures that can be used with clients, the emphasis in this workshop will be on providing a foundational framework that will help clinicians approach values work from a functional perspective rather than a primarily technique-focused approach. Read More.



Culturally Responsive Therapy: How to Apply Anti-Racist Values in Session

Christy Tadros, LPCC and RaQuel Neal, LCSW
February 4th, 2022 from 1:30pm-4:45pm
and February 5th from 9:00am-12:00pm

This 2 day 6-hour training will help therapists develop their ability to support clients from a different racial background than them, with a particular focus on Black, Indigenous and People of Color. Through a multicultural social justice framework, it will integrate research and clinical experience to teach a therapeutic model for rapport building, assessment, and treatment. This model is not a rigid therapeutic modality, but provides a contextual lens to build a strong, culturally grounded therapeutic relationship. It is a flexible model and can align with many therapeutic modalities, including a contextual behavioral approach to therapy. Read More.


Truffle Hunting: Bringing Values to Life in the Therapy Room

Jenna LeJeune, PhD
February 25, 2022 from 12pm-2:00pm

This brief workshop is designed to help clinicians deepen their values work with clients by shifting the focus from the content of values conversations to the quality of those conversation. By listening for and deepening the qualities of effective values conversations participants will get a taste for how more experiential and relationally-based values work can supercharge therapy. Participants will have opportunities to both observe demonstrations and practice in small groups with the benefit of feedback. Read More.


Values Prototyping: Using Action to Help Clients Explore Their Values

Jenna LeJeune, PhD
March 18, 2022 from 12pm-2:00pm

This workshop will focus on one specific experiential tool called “values prototyping” that helps clients learn more about their values through engaging in intentional valuing. As participants will hopefully already have a solid foundation of some of the core concepts of the values process in ACT, this workshop will dive right in on how to use values prototyping to help clients learn more about what they would choose to value in their life. You will have the chance to practice developing a values prototype in small groups with the benefit of feedback, so that by the end of the workshop you will be able to use this tool in your work with clients. Read More.


The Invitation to Change Approach: Helping Families Affected by Addiction

Jeff Foote, PhD and Cordelia Kraus, LPC, CADC 1, certified CRAFT clinician
May 13th and 14th, 2022 from 9:00am-5:00pm
at University of Portland, Terrace Room
This two-day in-person workshop will provide skills training for professionals focused on the process of working with clients who have a loved one struggling with substance use issues. The Invitation to Change Approach draws on CRAFT (Community Reinforcement and Family Training), MI (Motivational Interviewing), and ACT (Acceptance and Commitment Therapy) to provide a compassionate and collaborative way of working with the families and concerned significant others of people who struggle with substance use. Read More.


Therapy and Research in Psychedelic Science (TRIPS) Seminar Series

Second Friday of each month from 12:00 PM – 1:00 PM (PT)

TRIPS is an online seminar series that hosts speakers discussing science-informed presentations and discussions about psychedelics to educate healthcare professionals. This series was created to guide healthcare providers and students preparing to be professionals towards the most relevant, pragmatic, and essential information about psychedelic-assisted therapy, changing legal statuses, and harm reduction approaches in order to better serve clients and communities. This seminar series is a fundraiser for our clinical trial of MDMA-assisted psychotherapy for social anxiety disorder that Portland Psychotherapy investigators are preparing for and starting in the Fall of 2021. All proceeds after presenter remuneration will go to fund this clinical trial. Read more.

October 8th, 2021Psychedelic-Assisted Therapist Training: Current Perspectives and a Look Forward with Dr. Elizabeth Nielson

November 12th, 2021Psychedelic Research: Implications for Palliative Care and End-of-Life Existential Distress with Anthony Bossis, Ph.D.

December 10th, 2021Implementing Culturally-Attuned & Anti-Racist Psychedelic Therapy: Impact over Intention with Jamilah R. George, M.Div., M.S.

January 14th, 2022Psilocybin-Assisted Therapy of Major Depressive Disorder using Acceptance and Commitment Therapy as a Therapeutic Frame with Jordan Sloshower, MD, MSc

February 11th, 2022 – Drug-Drug Interactions Between Psychiatric Medications and MDMA or Psilocybin with Aryan Sarparast, MD