Marketing for the Mental Health Professional An Innovative Guide for Practitioners

by Diana, David P.

• ISBN13: 9780470560914
• ISBN10: 0470560916
• Edition: 1st
• Format: Paperback
• Copyright: 2010-04-12
• Publisher: Wiley

Summary

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.

Author Biography

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.

Table of Contents

Preface	p. xi
Acknowledgments	p. xiii
New Beginnings
Introduction	p. 3
Beginning the Exploration	p. 4
Clearing to Create Opportunity	p. 5
Secrets of Success and the Sales Stigma	p. 6
Summary	p. 7
Marketing and the Mental Health Profession: A Powerful Combination	p. 9
Demystifying the Marketing Process	p. 10
Exploring the New Marketing Model	p. 13
Where Can Marketing Take You?	p. 22
Summary	p. 23
How to Sell Mental Health Services: Five Elements of Success	p. 25
A New Sales Philosophy for Mental Health Professionals	p. 25
Creating a Buying Environment through Client-Based Selling	p. 27
Sell the Way People Want to Buy	p. 27
The Power of Pretence	p. 29
Give Value and Business Will Follow!	p. 32
Arouse "Want" and "Need"in Others	p. 34
Go Above and Beyond and Be Remembered!	p. 39
Summary	p. 46
The Psychology of Success
Finding Your Power: The Social Dynamics of Power, Influence, and Persuasion	p. 49
What Does "Power" Mean and Why Does it Matter for Your Practice?	p. 50
Translating Power into Influence and Success	p. 55
Using the Power of Groups	p. 55
Opening the Door to Bigger Opportunities	p. 57
The Intrigue of the Unfinished	p. 58
Teaser Campaigns in Mental Health	p. 59
The Use of Framing in the Mental Health Profession	p. 59
Understanding How People Make Purchasing Decisions	p. 61
Practical Techniques for Using Personal Power Effectively	p. 63
Summary	p. 67
Finding Your Place in the Field: Effective Strategies for Building Credibility and Earning Authority	p. 69
Building a Foundation for Professional Success	p. 70
Change the Way You Work in the Profession	p. 72
Build Expertise by Finding Your Market Niche	p. 74
Turn Your Knowledge and Expertise into Value for Clients	p. 76
Become Published: You Have Unique Opportunities!	p. 77
The Art of Public Speaking	p. 82
Slideshow Design Principles that Say "Wow"	p. 90
Summary	p. 95
Understanding Buying Motives in Behavioral Health Care	p. 97
Trigger Points in Mental Health	p. 98
Lessons in Behavioral Psychology: Accessing Trigger Points in Your Marketing Messages	p. 101
Prospecting: How to Sell Your Services to the Right People	p. 103
Summary	p. 106
Sales and Marketing for Mental Health Organizations	p. 107
Building Successful Partnerships	p. 107
Client-Based Selling for Admissions Departments	p. 111
Summary	p. 115
The Future of Success
Social Networking in the Mental Health Profession	p. 119
How Do I Find the Time?	p. 120
Blogging for the Mental Health Professional	p. 121
Understanding RSS Feeds	p. 128
Online Newsletter Subscription Tools	p. 129
Twitter and the Mental Health Profession	p. 133
Business Networking and Online Forums	p. 137
Summary	p. 140
Selling Yourself in Today's Job Market	p. 141
What the Future of Job Searching Looks Like	p. 143
"We Can Rebuild Him": Launching a Transformational Campaign	p. 145
Glimpsing the Future	p. 145
Exploring Your Interests and Developing a Career Plan	p. 147
Goal Writing	p. 149
Selling Yourself: Four Essential Tips To Getting Hired	p. 151
Networking Skills	p. 156
Summary	p. 162
Build a Better Web site: Web Site Essentials for Mental Health Professionals	p. 165
Web Design Questions and Answers	p. 166
Summary	p. 171
Service Trends within Our Changing Industry	p. 173
The Internet and the Window of Opportunity	p. 173
The Rise of Professional Coaching	p. 176
Online Psychotherapy	p. 177
Online Treatment Programs	p. 179
Online Training: A Unique Way to Promote Your Services	p. 180
Summary	p. 181
Conclusion	p. 183
Appendix: Business Development Worksheets and Exercises	p. 185
Bibliography References	p. 191
Index	p. 192
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