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Marketing for the Mental Health Professional: An Innovative Guide for Practitioners

ISBN: 978-0-470-60913-2
208 pages
March 2010
Marketing for the Mental Health Professional: An Innovative Guide for Practitioners (0470609133) cover image
Praise for Marketing for the Mental Health Professional: An Innovative Guide for Practitioners

"This book is packed with useful strategies that have worked for years and years in the business world. People who follow the advice here are going to go places."
Dr. Thomas Phelan, Psychologist and bestselling author of 1-2-3 Magic

"David's book is brilliant! He guides us through our own resistance and the unquestioned beliefs we have held around marketing, money, and our profession. Not only have I received a long-overdue education, David has inspired in me the creativity, courage, and confidence to create my own vision."
Melinda Edwards, MD, Psychiatrist

A hands-on guide to building a successful mental health practice

There is real opportunity for growth, advancement, and overall success within the mental health profession. Marketing for the Mental Health Professional helps you acquire and apply the powerful, proven sales and marketing techniques and strategies needed to create and cultivate a thriving mental health practice.

Filled with real-life stories and helpful tips, this book provides you with the tools to build your practice, including guidance on:

  • Using customer-based selling to create a thriving practice

  • Developing effective strategies for engaging clients, building credibility, and earning loyalty

  • Identifying true prospects that will lead to long-term success

  • Using power, influence, and persuasion to help grow your practice

  • Creating an impression and being remembered

  • Using Internet technology to start a conversation and build relevance

A practical guide for professionals looking to achieve long-term success in the field, Marketing for the Mental Health Professional proposes a different way of thinking about the profession. It leverages and incorporates key business, sales, and marketing principles that "best in class" organizations and sales/marketing professionals use to generate an increase in market share, financial wealth, and overall achievement.

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Preface.

Acknowledgments.

PART ONE: NEW BEGINNINGS.

CHAPTER ONE: Introduction.

Beginning the Exploration.

Clearing to Create Opportunity.

Secrets of Success and the Sales Stigma.

Summary.

CHAPTER TWO: Marketing and the Mental Health Profession: A Powerful Combination.

Demystifying the Marketing Process.

Exploring the New Marketing Model.

Where Can Marketing Take You?

Summary.

CHAPTER THREE: How to Sell Mental Health Services: Five Elements of Success.

A New Sales Philosophy for Mental Health Professionals.

Creating a Buying Environment through Client-Based Selling.

Element 1: Sell the Way People Want to Buy.

Element 2: The Power of Presence.

Element 3: Give Value and Business Will Follow!

Element 4: Arouse “Want” and “Need” in Others.

Element 5: Go Above and Beyond and Be Remembered!

Summary.

PART TWO: THE PSYCHOLOGY OF SUCCESS.

CHAPTER FOUR: Finding Your Power: The Social Dynamics of Power, Infl uence, and Persuasion.

What Does "Power" Mean and Why Does it Matter for Your Practice?

Translating Power into Infl uence and Success.

Using the Power of Groups.

Opening the Door to Bigger Opportunities.

The Intrigue of the Unfinished.

Teaser Campaigns in Mental Health.

The Use of Framing in the Mental Health Profession.

Understanding How People Make Purchasing Decisions.

Practical Techniques for Using Personal Power Effectively.

Summary.

CHAPTER FIVE: Finding Your Place in the Field: Effective Strategies for Building Credibility and Earning Authority.

Building a Foundation for Professional Success.

Change the Way You Work in the Profession.

Build Expertise by Finding Your Market Niche.

Turn Your Knowledge and Expertise into Value for Clients.

Become Published: You Have Unique Opportunities!

The Art of Public Speaking.

Slideshow Design Principles that Say “Wow”.

Summary.

CHAPTER SIX: Understanding Buying Motives in Behavioral Health Care.

Trigger Points in Mental Health.

Lessons in Behavioral Psychology: Accessing Trigger Points in Your Marketing Messages.

Prospecting: How to Sell Your Services to the Right People.

Summary.

CHAPTER SEVEN: Sales and Marketing for Mental Health Organizations.

Building Successful Partnerships.

Client-Based Selling for Admissions Departments.

Summary.

PART THREE: THE FUTURE OF SUCCESS.

CHAPTER EIGHT: Social Networking in the Mental Health Profession.

How Do I Find the Time?

Blogging for the Mental Health Professional.

Understanding RSS Feeds.

Online Newsletter Subscription Tools.

Twitter and the Mental Health Profession.

Business Networking and Online Forums.

Summary.

CHAPTER NINE: Selling Yourself in Today’s Job Market.

What the Future of Job Searching Looks Like.

“We Can Rebuild Him”: Launching a Transformational Campaign.

Glimpsing the Future.

Exploring Your Interests and Developing a Career Plan.

Goal Writing.

Selling Yourself: Four Essential Tips To Getting Hired.

Networking Skills.

Summary.

CHAPTER TEN: Build a Better Web site: Web Site Essentials for Mental Health Professionals.

Web Design Questions and Answers.

Summary.

CHAPTER ELEVEN: Service Trends within Our Changing Industry.

The Internet and the Window of Opportunity.

The Rise of Professional Coaching.

Online Psychotherapy.

Online Treatment Programs.

Online Training: A Unique Way to Promote Your Services.

Summary.

CHAPTER TWELVE: Conclusion.

APPENDIX: Business Development Worksheets and Exercises.

BIBLIOGRAPHY.

References.

Index.

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David P. Diana, MA, LPC, is director of sales and marketing for a large behavioral healthcare organization. He writes a popular weekly blog on sales and marketing for mental health professionals and consults with behavioral healthcare organizations throughout the United States. The author can be reached at his Web site: www.davidpdiana.com.
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