How To Market Your Group Practice & Your Clinicians

How To Market Your Group Practice & Your Clinicians

Marketing a group practice can be tricky.  As most of us start a group practice from our solo practices, we get used to marketing ourselves (that is, if we feel comfortable marketing ourselves!). Marketing a group practice is different in many ways, as it requires us to look at the larger picture and not just ourselves.

What’s important is that you learn to market your GROUP, because if you don’t, what will happen is that people will call to see you, and you will end up disappointing some potential clients when you tell them you are full, and you will spend time trying to convince or give a lot of information about how another clinician in your group may be a good fit for them as well.

I spent the beginning years marketing myself, and I *thought* my group as well. But what happened was my group, Urban Wellness, became one with Maureen Werrbach in the eyes of the community.

After learning how to market myself and my group as separate entities, I want to share some tips with you on best practices for having your community see your group and its clinicians

  • It is important that your clinicians spend time marketing themselves. As the group owner, you should not be marketing on everyone’s behalf-essentially that is just marketing yourself-clients will want to see you, since wherever you go to market, they will likely give your name as the referral source (ah, relationships). When the clinicians become known in the community as specialists in certain issues or important resources within the community, that helps the group become known.

  • Market your group as a whole by sending flyers in the community newspaper (ask your local chamber of commerce on how to do that), email blasts, marketing materials via email or snail mail, facebook pages (I see the non in-person marketing as better marketing for the group as a whole).

  • In person marketing or networking typically helps the individual who is doing the marketing, so if you are doing all the in person marketing, you will likely get the referrals. Again, it is important that your clinicians also market in target areas that reach the clients they specialize in seeing. For example, I don’t work with substance abuse, but one of my clinicians does. She knows the places to go to reach that population better than I do, and so she markets herself, with Urban Wellness materials to those places.

  • Incentivize: I offer two hours or paid marketing hours (in person-not email or phone marketing) to each clinician so they get paid for the work they do. Remember: when they market themselves, it is helping the group, and it is less time you have to spend marketing.

  • Another great way to market the individual clinicians, thereby marketing the group and not just yourself, is to have them blog or vlog on topics relating to their speciality on your website. This way, potential clients can connect with the therapist before even scheduling an appointment.

  • In your marketing materials, have a “Meet the Clinicians” flyer that has a photo and short bio on each clincian. I had it printed on glossy paper and it looks really nice. I put that into my marketing folder that any of us hand out. That way, they see each clinician right there with the most important info about them.

What I find to be important is not so much to market just your group, as that is a faceless entity. When you employ great clinicians that clients are wanting to see, that in turn makes your group practice become an important part of the community. I think some practice owners are afraid of having the clinicians be known individually because they think it doesn’t help make the business name grow, or if they leave, the referrals leave with them, but I don’t find this to be true. If you expect that all your clinicians spend some time marketing, even if they leave, the new clinicians will continue with this.

Action item: Have a flyer printed that has your clinicians photo and bios on it. Make it into a PDF and it serves double duty! You can email it when marketing or mail it out!

Uriah Guilford and his team at The Productive Therapist provide the admin support that you need to grow your practice and also have a life! Your dedicated assistant can help with phone support – return calls and emails promptly, intake coordination, content & email marketing, EHR setup & management, social media & much more. And what’s great, is that Uriah knows what group practice owners need because he’s a group practice owner too! Mention TGPE and get 2 hours of free training time with your assistant!

Crown Creatives Virtual Services, owned by sister duo Emily & Stephanie, is a team of virtual assistants focused on providing you creative support & giving you back time to focus on the big picture of your business. Crown Creatives offers content creation, blog management, social media management, ecourse creation & support, as well as a long list of smaller services. With custom packages to fit your needs, they’re focused on providing you the best creative & virtual support so you can get back to doing what you love.

Mention my name or TGPE and get one hour deducted from the cost of your first month’s package. 

*I am an affiliate for some of the businesses I recommend. These are companies that I use in my own group practice, and make recommendations based off of my experience with them. When you use some of these companies through my links, I receive compensation which helps me continue to offer great free information on my podcast, blog, Facebook group and website.

MAUREEN WERRBACH
Maureen Werrbach is a psychotherapist, group practice owner and group practice coach. Learn more about her coaching services here:
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2018-10-03T11:24:32+00:00 By |2 Comments

2 Comments

  1. Jen Rives, LMFT August 16, 2016 at 8:41 pm - Reply

    I am considering growing my practice and taking on 1099s. As I understand it, one of the main motivators for a clinician to contract with me (60/40, etc) is that they don’t have to do the marketing. Someone else deals with that which would be a relief to them. Otherwise, they would just be working on their own private practice! Is there a way to address this?

    Thanks!!
    Jen

    • Maureen Werrbach August 26, 2016 at 3:20 pm - Reply

      Hi Jen! Thanks for responding! You are correct, there are various reasons someone would choose to be a part of a group practice instead of having their own solo practice. One reason may be that they don’t want to do the business end of things. Another is that a group practice offers them less risk, as they don’t have to pay rent, and they have collaboration right at their finger tips. Depending on the group practice, there are other things that are benefits to them, for example, billing may be done for them, the group may have case consultation groups, marketing may be done, all the essentials are there like fax machine, printer, desks, couches, etc. Some group practices are more hands off and some are more hands on. Any of these may be helpful to a practitioner who does not want to be in charge or take the risks associated with owning a practice. Good luck on your group practice!

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