We’ve had a generally non-threatening introduction to marketing in three previous “Newbie” articles, but now it’s time to Kick it up a notch! as Emeril would exclaim.
Some of you may close your eyes, stick your fingers in your ears, and loudly chant nonsense syllables in a desperate attempt to drown out what I’m going to suggest. But, honestly, it’s not going to be all that bad. You know the Newbie wouldn’t lead you down the wrong path!
All right now. Let’s expand on our previous talks about networking. In particular, I’m going to recommend that you reach out to your fellow mental health practitioners. Yes, of course they’re the competition, and of course that’s how they see you. But if you take the right approach, you can allay those fears and cultivate some professional relationships that will bring in new clientele for all parties.
Here’s one approach to building bridges that I stumbled on. A new therapist in town called my office to introduce herself. When I responded to her phone message, we ended up chatting for maybe 15 minutes. At the end, she shyly asked if I’d like to have lunch or coffee. I suggested that instead, I’d try to round up a small group so we could all get to know her and she us. Lo and behold, everyone I invited said yes and we had a delightful, relaxed lunch – something these long-established folks had never done together.
In that one short hour, we all got to know one another a little better and, because we were a congenial group, there was a move to formalize our little “network.” Everyone wanted to continue meeting on a regular basis!
It’s crucial, of course, that when you set up a gathering, you avoid crassly tooting your own horn about what a terrific therapist you are. It’ll be much more effective to express interest in your colleagues’ clinical specialties and target populations. They’ll reciprocate by asking about yours. Be sure to exchange business cards, and use this tip if you like. I ask each person for several of their cards to “have handy to give to people I might refer.” Most of the time, my referrals to other therapists are done by phone, but the message I’m delivering to colleagues is that I intend to send folks their way when I can. This clearly establishes that I’m not just looking out for Number One. And my intentions are honorable: I do plan to make referrals when a prospective patient isn’t the right match for me (e.g., I don’t work with children).
You want hard numbers? I don’t blame you for wondering whether the payoff is worth the effort it takes to develop solid collegial relationships. The bottom line is that, in roughly a year and a half in practice, I’ve received at least a half-dozen referrals from other therapists. To me, that’s pretty darn good. And I’ve made about the same number of referrals to my colleagues.
To take things further, at the next get-together of my small-town therapists network, I plan to suggest that we create a directory of psychotherapists to distribute to MDs, our college counseling center, and clergy. I have some amateur graphic design ability, so I could lay out a nifty guide that includes photos, brief blurbs, specialties, and contact information for all of us. I was inspired by the physician guide that our hospital puts out each year. I’m hoping that people who are frequently called upon to make mental health referrals might appreciate having more than a Yellow Pages listing to thumb through when trying to match folks with an appropriate therapist.
Nurturing a fruitful referral network does take time and energy. I’ve written previously on interacting with physicians, emphasizing that you write a prompt thank you letter for every referral and send occasional brief written updates on how those patients are doing. No, most MDs won’t make time to respond to your correspondence but, in my experience, they do notice and appreciate the information.
By the way, when I call a physician’s office, I say, “This is Dr. Klingender calling for Dr. So-and-So.” I used to say, “This is Debbie Klingender.” Mistake! If the call screener thinks you’re just an ordinary Joe Blow, your chances of actually being connected with the doc are slim to none. Flaunting your doctorate has the added benefit of educating other health care professionals about us versus non-doctoral therapists.
In dealing with physician referrals, you can capitalize on the opportunity to teach docs that psychotherapy can be more effective than medication for many conditions. Think about this: who’s on the front lines in mental health care? The answer is family practice MDs and OB/GYNs. Studies show that most Americans turn to a physician when seeking help for emotional difficulties, rather than going directly to a mental health professional. Wacky (and exasperating) but true.
And what do those poor, overworked, hurried and harried docs do? You got it! They whip out the ol’ prescription pad. But many of them with whom I’ve talked say they hate doing so, at least in part because it’s always a crap shoot to find a drug that will work well and whose side effects are tolerable for each patient.
You can help them become more savvy about how psychologists teach people skills for managing stress, overcoming fears, improving relationships, and boosting mood, sans (or in conjunction with) the use of psychotropic drugs. The huge and obvious advantage to play up here is that, unlike meds, which work only while you take them, skills and behavior change can have a lasting impact because they help equip people to deal effectively with future challenges. My own primary care doc has become a real convert in this regard, especially with referrals for anxiety disorders. He has seen firsthand the improvements in wellbeing of the people he sends to me, as they learn to use the techniques I teach them.
As you’ve realized, the big trick in all this is to get that first referral from an MD. When he or she walks through your door, you’ll have a golden opportunity to strut your stuff, indirectly, to the referring physician. Particularly if the patient has been prescribed, say, an antidepressant or sedative, they’ll soon be going back to their doctor for follow-up. The goal, naturally, is to help them feel better so that they’ll have a positive experience to report.
Once you have that first success under your belt, I can almost guarantee that you’ll begin receiving a steady stream of patients – not only from the referring physician, but from his or her colleagues, because the word will spread. Some long-time independent practitioners have told me that it may take impressing as few as one or two MDs in your community for you eventually to find yourself with a full calendar. The ultimate compliment and mark of confidence, recently bestowed on yours truly, is when a medical practitioner sends a member of his or her own family to see you.
Give me a moment more to bask in that glow.
Okay, so how else can you market your practice by networking? Well, you’ve got a very effective tool to whip out of your arsenal: public education. People are hungry for information and advice that will help them live happier lives. And who better than you, an expert, to show them how? So get chummy with folks in various civic organizations, even if you don’t belong. Let others know that you’re available to do presentations on a variety of topics. Giving a talk at a Rotary or Chamber of Commerce meeting, offering a one-hour workshop on stress-busting at your public library, or doing a lunch-and-learn briefing on boosting treatment compliance for medical office staff all will increase your visibility and help set you apart from the competition.
Remember my urging you to get involved in your community? In addition to my volunteer work, I took a year-long class that met monthly to focus on cultivating leadership and volunteerism by giving participants an inside look at all aspects of our community: government, education, business and economic development, culture, the environment, and so forth. Not only did I make friends with a number of classmates, but so far one has asked me to speak at a meeting and another has invited me to present at a workshop. These gigs are especially nice because I just have to prepare my schtick; the hosts will do all the organizing and promotion.
Promise me you’ll try to do some serious networking in the near future. Get to know a few fellow therapists over lunch or breakfast. Be eager to hear all about them, and you’ll likely be pleasantly surprised by their interest in you. Keep in touch with physicians and their nurses when you receive referrals. Join a community group or two and offer to do a brief presentation. I just know you can do it! After all, we’re way beyond baby steps now.
I’ll look for you in the next issue of the IP as I continue to chronicle my adventures as a newbie.
Please send comments and suggestions to the Newbie at drdeb@wellspringpsych.com.
