Practice Building Ideas
By Laurie Kolt, Ph.D.
5 KEY CONCEPTS TO TURN YOUR CLINICAL SPECIALTY INTO A MARKET NICHE:
Clinical knowledge, understanding the research and obtaining solid training are prerequisites to providing good care. But that is not enough to attract the clients who need your services. Think about their unique needs and the specific value of your services for them. Here are some questions to consider:
1. Who is the client'?
• Age, gender, interests, general issues and needs, statistics • Where will you find them?
• What do they have in common?
2. What do they want or need... • To eliminate?
• To gain?
• To satisfy?
3. What will give them the courage to call if they are feeling lost or in pain?
• What will give them the conviction to call if they are ready and eager to break through their personal barriers so they can achieve their meaningful goals?
• Pull up your sleeves and get into the heart of what they are feeling.
What are they dealing with? How can you convey a message of hope -- or motivation to reach their goals -- especially if you are not physically there when they get your message?
4. Who are natural referral sources? • Professionals
• Groups, organizations & extended communities • Settings
5. Develop a detailed plan to reach them.
• Use the Annual Marketing Plan worksheet
• Break your plan down into small steps on your Project Planner
• Record your results on your Weekly and Monthly Practice Summary forms • Continue to review, troubleshoot and refine your plan
• Enjoy the journey
Laurie Kolt, Ph.D., is a nationally known practice building consultant. She is the author of numerous practice building and goal setting training manuals and has written over 100 articles on the topic. Her work also has been featured in many professional, business and general interest publications. Dr. Kolt has been in private practice since 1980 as a clinical and organizational/industrial psychologist, marriage and family therapist and career development researcher. Permission to copy this article may be granted by contacting Dr. Kolt. She can be reached at (858) 456-2005 or www.kolt.com
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