Dr. Karen Hoving of Aurora, Colo., writes:
“I have a Ph.D. in Clinical Psychology and specialize in two areas: Bipolar Disorder and Post Traumatic Stress Disorder.
“Here’s what I’m doing right now to market myself:
- A Facebook page.
- A website.
- Two blogs: The Couch Trip for general psychology and “Shrinking” Chronic Illness.
- A monthly newsletter (with only 11 subscribers–sigh).
- A Twitter account.
- A LinkedIn profile (but am not terribly active)
“I share different information on each site.
“Here’s my question: Do shrinks get patients via social media marketing? I am doing a lot and watching all of the videos you and others send. But often, people are trying to sell something onlne. I am trying to sell ME—my services and education, and my time.
“Can this be marketed on sites like Facebook and Twitter? If so, how? Marketing for therapists is different than marketing for someone selling widgets.”
“If social media won’t work for me—and I’m willing to be patient—I don’t want to waste a lot of time.”
Trust. It’s important for your business.
Blogs can be used to show you know your stuff and are likable and lead to trust.
Ask for newsletter sign ups in your blog.
Kevin, you are so right.
Sharing helpful content will position the writer as an expert. When people are ready to buy, or seek counseling in this case, Dr. Hoving will already have proven her expertise.
Why should they go to anyone else when they already know that she knows her topic? And if she already gives away great content for free, imagine how good she’ll be when you pay her hourly fee.
Hi Joan,
Dr. Hoving has a wonderful resume. I would suggest the following:
Write articles on topics that she is an expert in then post on FB, LI and everywhere she can think of. I think articles addressing important topics today drive traffic and it’s different than a blog. Submitting our articles to credible sites as Ezinearticles.com (to name one great place) is always helpful especially when one becomes recognized as an expert. Here is an example of how one’s reputation can grow from writing about topics we know something about that is relevant to today’s struggles http://huff.to/qoWwxo
I use social media consciously and effectively and I enjoy it because it builds our reputation one friend at a time which keeps us visible, connected and is just part of the process. It is also a wonderful forum to help others.
Look for me on Twitter as HopefulMJ and I’ll be sure to retweet one of your fabulous thoughts!
Mary Jane, these are good suggestions. Let me add to this:
If Karen is looking for clients primarily in the Denver area, then she should use the word “Denver” in her articles, or in her author resource box.
Joan —
As you know, everything “counts” on social media. I’ve looked at Dr. Hoving’s Twitter account and she hasn’t even truly begun to engage.
I do a lot of volunteer online activity to help get out the word about PTSD to active-duty military personnel and vets. That’s one target audience that Dr. Hoving can reach via effective social media participation.
Plus, I don’t know how to say this any way but straight:
Her Twitter photo and the photo art on her Facebook Page, in my opinion, do NOT project the image that she probably would like to have as a mental health professional. In fact, I suspect both her Twitter photo and her Facebook Page photo art can work against her target audience feeling comfortable with her.
The angle of a person’s head in a headshot, the clothes she/he wears, etc. — all of these affect a person’s projected image. Thus it is important to be very aware of the “littlest things” when the goal is to effectively participate on social media to attract target audiences.
Phyllis Zimbler Miller
http://twitter.com/ZimblerMiller
Phyllis, I agree with you.
I paused when I saw the photo of the tilted head. This problem can be easily remedied by getting a new professional head shot from a local photographer.
Twitter is helpful for letting followers know you schedule and to get them to come to your main site.
Twitter is not a good way to find new patients, but if your patients know you tell about openings in your schedule, then they will tell their friends. Anyone visiting your feed will see you are consistent.
Facebook is a place you can get a following. Be sure you have a landing page there and that you have content only available there. I suggest video you produce and up load. It must solve a patient problem. We have one that shows how to get all the paper work filled out before they arrive. You could have one on common problems of meds for bipolar problems, why you should suspect you are bipolar or have ptsd. I suggest 10 unique 5 min video. Maybe you could have a colleague interview you for your page and you for theirs. Do some video on the problems of prominent people in the news. Mel Gibson, Loahan, Spears come to mind off the top of my head. Basically look at the age of your new patient, probably 18-35 if they are still undiagnosed or they just moved and need a new therapist.
I hope this helps, but I do marketing for our practice and these tactics plus having a Google page with good key words have helped a bunch. Saved us $60K by doing it that way.
Bruce, your idea of piggybacking onto celebrities’ problems is a good one, though some doctors might feel uncomfortable doing that.
An opt-in box that gathers email addresses from a Facebook landing page is essential! I added one on my page at http://www.facebook.com/PublicityHound and a significant number of new subscribers come from that page.
I personally believe that for social/psychological services, most people won’t use social media. It’s very much a referral-based business.
Rather than market direct to the consumer, I’d recommend two channels: primary care physicians/pediatricians and school counselors. Very often the primary care physician and the school counselors are the first to notice issues and often “pre-diagnose” psychological conditions. I have talked with many friends and family members who received referrals from both of these audiences to specialists. As a matter of fact, many of them have a pre-printed list that they hand out to patients/students/parents upon request.
I would only select an individual for this type of service based upon a recommendation of someone I trust.
Establishing relationships with other professionals in the community is very effective, particularly for doctors. The “trust factor” is important.
Hi Guys – OMG Thank you all for such incredible advice.
A few things:
1) I do have a landing page on FB, but I am concerned that since so many people suggested it that there is a problem! MAYBE they didn’t LAND on it! I did set it up (thank you Mari Smith – who along with Hugh Briss {Social Identities} both thought it was good – except they both suggested a video as you all did!). So if you went there and DIDN’T land on a gated land in form, PLEASE let me know!
2)Thanks about the pic advice. I don’t photograph well – these pics were done by a professional in Denver, and he helped me pick out the ones to use…I have some others with my head straight but they didn’t look as nice, but I’ll see what I can do. So I need more professional, head straight up photos. OK.
3)Yes, you are right. Twitter…I am very new at that. I am following a lot of social media folks to try to learn a lot more. I am also on G+ (mostly to learn learn learn!). I guess I have been on FB since early this summer and haven’t gotten any conversions that I was getting really burned out. I do post about my blogs (when I blog), I have a newsletter (yes – opt in at FB, on blog, and on website). I read something Mari Smith wrote about repeating important Tweets, so people see it (Bc I am probably the only person that reads through all the tweets to make sure I didn’t miss anything from the Social Media Giants!) but I don’t want to “spam” people.
4)@Tracy – I have had GREAT luck on Referral Sites (Psych Today, Good Therapy, and Therapy Tribe) and I have 2 doctors that refer to me regularly. None of my patients use social media (I’ve asked btw), they either got a direct referral from a doctor or found me on a referral site. Thats why I was going to give up on spending a lot of time on the social media.
Thank you all for such incredible ideas. And thank you Joan for posting this. I know I have done very little with video (I have one on my website) Especially on FB, I know I need a welcome video there and on LI (for having been a theatre major in the late 70’s I cringe when having to do video or have head shots done (I also have some severe joint damage in my hands from RA so I am very self conscious about shots where my hands are seen).
I will write everything down and start over…again, I can’t thank you all enough! But please write and let me know if my landing site isn’t working!
Take care,
Karen
Hi Dr. Hoving,
I am not an expert on Facebook or Twitter marketing, but I am an expert in the area of LinkedIn marketing and I can tell you how to get the most use of it.
1. You can use LinkedIn to help you get more publicity. I have a free LinkedIn publicity course that shows how you can build and maintain relationships with key media professionals using LinkedIn. You can get this course for free at: http://www.HowtoGetMorePublicitywithLinkedIn.com
2. You can build and maintain relationships with key referral sources – and by mixing your blogging with LinkedIn marketing efforts, you will show these referral sources why they should trust you.
To see what opportunities you are missing on LinkedIn, I also suggest, you grab my free special report here:
http://www.Free14LinkedInMistakesReport.com
One thing to remember regardless of where you’re promoting a business is to go to where your audience visits. If your potential patients spend time on social media, by all means, be there consistently. Articles, as written above, are great ways to communicate what you know and to piggyback on current events.
On all avenues of media whether written or produced visually, remember to include a disclaimer that if you think you require psychological help, do not depend on said article or site alone, but to seek assistance from a professional in your area. You, as a psychologist, could otherwise be held liable if someone takes your advice and it doesn’t work as planned.