|
Historically, psychologists have not warmed to the idea of using
marketing techniques to increase their client base. In today's market,
though, getting your name out to the public can make all the difference
between a successful and a struggling practice. But, what's the
best way to market your practice - by newspaper, Internet or television?
Where do you start and how much is too much?
Ginger Blume, Ph.D., a Connecticut-based psychologist, has made
a name for herself addressing such concerns. Blume has been the
marketing chairperson for the Connecticut Psychological Association
(CPA) for the past 10 years and the state's Business of Practice
Network representative to the American Psychological Association
for the past six years. She won the CPA Media Award in 1996 and
the CPA President's Award for leadership in marketing psychology
this year.
Through her company, Ginger Blume and Associates, she offers a
workshop for psychologists on marketing and finding a niche in the
field.
New England Psychologist's Catherine Robertson Souter spoke
with Blume about the workshop and the reasons why psychologists
might be well advised to use some of the tools available to them
today.
Q: Why are psychologists notoriously averse to marketing their
services? Do they have a good reason?
A: Some psychologists are averse to marketing because of lingering
training that prohibited anything that smacked of being overly commercial.
When I entered the field, marketing was still considered unprofessional.
Today, APA guidelines are more permissive and most private practitioners
cannot expect to survive without utilizing effective marketing and
business principles.
I help participants understand that denial, fear and skill deficits
are some of the reasons they've resisted changing the way they do
business. Ironically, these are some of the same reasons our own
patients resist change.
Q: How do the workshops work?
A: They are generally held for a full day to allow for in-depth
coverage and nuts and bolts "how to" aspects of the topic with groups
of 60 to 80 people. The format is a workshop/laboratory.
We also offer participants opportunities to meet in small groups
to brainstorm and begin to develop usable ideas they can take back
to their offices.
The "Marketing the Value of Psychology in the New Millennium"
workshop was developed in conjunction with some of APA's materials.
The focus of the workshop is altered depending on the needs of the
participants. Some groups want to focus on developing a coaching
practice along with the therapy practice; others have focused on
principles of marketing to non-managed care clients, or full-fee
clientele. Some have wanted to learn how to develop marketing materials
or how to distinguish their practice from others.
The workshop is tailored to fit the client. I have given this workshop
for four state psychological associations. Some wanted me to focus
on "how to market psychology," and others have wanted me to focus
on a specific area such as "niche marketing," or developing a specialty
niche.
The niche marketing includes topics like how to assess and develop
your most effective niche; rules for marketing a niche practice;
how to assess your target clients and your competition; how to develop
an effective marketing strategy; how to attract clients and retain
former ones; and tips for focusing marketing efforts.
Q: What other types of workshops do you offer?
A: Well, marketing psychology is my specialty, and that includes
building a non-managed care practice, niche marketing, etc.
I also developed the verbal portion of the training program for
PMT Associates (a company that I co-developed that offers training
for managing violent and aggressive clients). I use that information
and offer courses to psychologists on personal safety. It's an area
that has largely been ignored by private practice folk but I believe
it's enormously important. I've been running these workshops for
approximately 18 years. It helps that I have a brown belt in Kenpo
karate and I understand self-defense techniques.
Q: How does a trained psychologist branch out into marketing?
A: Even before my professional involvement, I had an early childhood
interest in marketing and advertising. I remember the first grownup
book I ever read was from my father's library, "The Hidden Persuaders"
by Vance Packard. My mom said I used to go to the grocery store
and tell her why products were various colors, on certain shelves,
etc. My father was a strong business leader and I grew up hearing
at the dinner table about how he ran the company.
I got involved in helping other psychologists with marketing after
an organization on Wall Street offered to buy my multi-group multi-specialty
private practice about 15 years ago. I discovered that I had a talent
to showcase my practice and I could teach other psychologists how
to do the same thing. Since I enjoy teaching and developing training
workshops, sharing these ideas with psychologists is a natural transition.
Q: How do the marketing techniques help you succeed in your
own business?
A: I've run a full time private practice since 1978. I also
co-developed PMT Associates, and this company has had the largest
running training contract with the State of Connecticut. Over the
years, we've branched out from training in psychiatric facilities,
group homes, drug/alcohol treatment facilities and forensic settings,
to servicing school systems. We plan to franchise this company before
we retire. Also, I co-own a consulting and coaching firm, TeamMasters.
Each of these organizations has allowed me to utilize my skills
as a psychologist and as a business professional.
For five years, I had a daily radio spot on mental health issues
on AM stations WMRD & WLIS. For the past nine years, I've written
a monthly news column for the Middletown Press Journal. Both of
these arenas are powerful ways to educate the public about psychology
and they are great marketing tools for my practice.
Q: How would a psychologist learn more about the marketing workshop
(or others) in his/her area?
A: Please feel free to contact the various state associations
where I've conducted prior workshops (N.C., Idaho, N.H., and Conn.)
in recent years. They may also contact me directly at 860.346.6020
or visit my Web site at www.drgingerblume.com.
|
