Going it Alone – How to Market Your Private Practice
By Rebecca P. Watkins

With degree in hand and fresh-faced optimism, the novice business owner decides to break away from the safety of an established practice, and go it alone. The years of internships, licensures, breaking in the shoes of knowledge, and making money for the “other guy” has been the driving incentive to open a private practice. So, now what? There's no local ‘Counselors-R-Us' store that a therapist can drop by and cram his or her shopping cart full of business know-how, then gleefully parade down to the corner and tack up a shingle. Quickly, a clinician will experience what folks in marketing like to call a great business idea with no wheels.

Traditionally, 80 percent of new businesses fail within the first three years of operations. It is a good idea to have a viable business plan with marketing at the core of the startup. Remember back to the days of sitting in an overly long college class on a topic that would never pan out to anything necessary? Well, marketing is one of those indispensable evils that drive a business in any profession to success. The school of thought is that business and marketing in the college of counseling and psychology are unnecessary, or moreover, completely left out. Psychology departments are in the business of churning out the next Albert Ellis, and subjects like ‘marketing for the sole practitioner' are the most remote thing from an educator's mind. However, even the most experienced therapist has to strap on the traditional business suit to participate in the local economy in providing needed services to the community.

Delivering the knockout punch in marketing will require one to step outside of his or her comfort level. There is a need to network with local businesses in order to make a practice known. One night a month at the local chamber of commerce business event will place any business at the core of the city's movers and shakers, and provide a therapist or clinician with instant notoriety. It will provide quick exposure to community leaders and present a fun, friendly environment to demonstrate the services of the new practice. Remembering to take several business cards to exchange is extremely important. Secondly, consider the services of a business consultant. A well-polished consultant, whose services can range from $35 per hour and up, means money well spent. The practitioner can expect the following from a consultant: market analysis, demographic studies, great marketable ideas, and a quick tie-in to peers, along with bragging rights that the practice has hired the services of someone that has “the business” as a single goal in mind.

Next, make the practice known to all local churches, social organizations, schools, and universities. Contact a local printer, who will have a designer on staff that can develop a stylish, inexpensive brochure that gives a brief, but expert overview of services the practice provides. Know that the bulk of initial advertising dollars will go to phonebook ad space. No private practice can survive without it, especially since everyone else is advertising there. Don't waste upfront capital on needless investments like websites, full-page advertising in the local paper, or television advertising, initially. For next to nothing, a practice can put an Internet banner ad on the local community web page. For a nominal fee, consider a smaller, long-running ad in the newspaper. Also, participating in charitable organizations as a sponsor will get the business free-televised recognition.

Next, be willing to refer clients to other skilled professionals should there be a need. Nothing will befriend colleagues faster than referring a client when it is appropriate. Turnabout is always fair play in business. The old adage does work…so scratch your colleagues' back. Lastly, should the new practice be on the referral list of providers for any insurance company, become familiar with their workings and make as many contacts within those organizations as possible. Know full well where the bulk of the business revenue is coming from and befriend those sources. Getting paid faster and on time is always a plus.

Arming yourself with the knowledge of your practice's place in the local market and how to present your business to your community is paramount. After all, taking the leap into a private practice doesn't have to mean sink or swim…with a little ingenuity and perseverance it should mean smooth sailing. So go ahead, hang out that shingle and market, market, market!

Rebecca P. Watkins is a 15-year veteran of sales and marketing. She is the Business Development Manager for Revolutions Counseling Services in Watkinsville, GA. She is a freelance writer and business consultant who loves helping the novice or growing counseling practice develop their business.