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| Marketing: 12 Practice building tips that cost next to nothing |
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Attracting new clients is the name of the game--and winning it doesn't have to cost big bucks. Elizabeth Chadwick, LCSW, MFT, recently left Connecticut where she had an established practice and moved to rural Pennsylvania. With an empty office and few local contacts, she was faced with the daunting task of constructing a client base and referral network from scratch. She's been in her new location just over a year now and Chadwick finds herself with a waiting list of clients. Many of her "no cost" ideas are simple and logical, falling into the "Why didn't I think of that?" category. And while not all of her approaches will be right for you, they are a good reminder that marketing a practice is a fulltime job.
1. Let your business cards do the talking. Order the kind with a foldover flap, and use the space to describe what you do. Chadwick goes through 1,000 business cards in about four months. "I give them to everyone I meetgrocery store clerks and people in restaurants. I use them for notes and appointments. Every interaction is a possible future referral. Keep a stack in your car along with some push pins. Put your cards up on bulletin boards wherever you happen to be. People begin to see your name everywhere."
2. Take advantage of your Chamber of Commerce membership. Join in the least expensive way you can. A list of new members is sent out to existing memberscreating a free mailing for you. Attend monthly gatherings and bring plenty of business cards. Display your Chamber plaque in your office.
3. When renting office space, pick a place where yours is the only therapy practicebut where there are other professionals such as MD's, lawyers, and accountants. Make sure these people have your business cards. Their clients will be walking past your door every day.
4. Organize a gathering of mental health professionals in your community. Network, socialize, offer an educational opportunity, and promote cooperation. Encourage people to bring business cards and information about new services they are offering.
5. Call a local radio station and offer to answer questions on a talk show. Choose a general subject relating to mental healthor a current event topic. The host wil mention your name and your location several timesand potential clients can become familiar with your voice. Chadwick tells us a talkshow appearance brought her five new clients in one month.
6. Brainstorm and come up with new products to offer to potential clients who might not ordinarily seek you out. For example, Chadwick designed a partnership evaluationa sort of marriage checkup. You might also try a parenting checkup or a workshop on partnership communication skillsgive it a unique slant not already offered in your area. Chadwick's marriage checkup includes three discounted sessions and a 1314 page evaluation.
7. Use discounts to promote. One example is a free first sessionnot charging clients who don't continue therapy. Chadwick uses that session to discuss patient needs and share tips on choosing a counselor. "I tell the prospective patient that they don't need to decide that day, that they can give me a call back, but that if they do decide to see me I will expect them to pay for this session and others upfront, Chadwick says.
8. Work with a local church, school, or civic organization to sponsor a support grouppreferably something not currently available in the area. Offer a 6week course and promote it in the "upcoming events," "support groups," or "community calendar" sections of the local papersuch listings are often free. Name your practice and the church or school as cosponsors. Enlist the support of a bookstore to feature books on the subject and mention your group in its advertising. Focus on subjects with wide appeal that don't call for a lot of preparation time.
9. Once your group is up and running. call the local paper and let them know about it. Local reporters are always looking for stories. Be prepared with numbers and background information. For example, if you have a suicide survivors group, have statistics on the number of suicides in the area. A year after the support group has been up and running, regardless of attendance, call the paper again and suggest a story on what the group has done, or a feature on the problems members have tackled.
10. Use your programs to reach potentia1 clients. "Once I got the support group set up," Chadwick says, "I typed out a description of the program with when, where they meet, and a number to call for more information. Then, over the course of the next couple of months, I took it to the head of local medical groups, to local ministers, and area bookstores. I dropped off the flyers with a note asking them to let others know about the group and include it in newsletters and bulletins. Most are very willing to spread the word."
11. Create an inexpensive promotional package. Chadwick suggests using colored file folders with the name of your practice on the tab and a business card taped to the inside. Opening the folder, a potential client or referral source should find flyers from your programs, copies of newspaper articles, and any other pertinent information. Make about 50 of them, keep them in the car, and handdeliver them to other behavioral practices, medical doctors, schools, community centers, and funeral homes. A brief personal note is a good ideaask them to call for more information.
12. Follow up on referrals religiously. Chadwick notes the importance of thanking people who have sent YOU business. "I keep a list of people who have referred clients to me. At least once a year I call them, take them to lunch, and invite them to bring any new staff people. Remember, your competition is also your referral network. Operate with an attitude of 'I'll help you, you help meand we succeed together.'"
From the April '96 Psychotherapy Finances http://www.psyfin.com/ for other articles.
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About The Author:
For more information about Chadwick and her programs, contact
her at Associates in Counseling and Personal Development, Rt.
1, Box 426, Lewisburg, PA 17837 or call (717) 523-7509
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