Mental Health’s Negative View of Marketing

Recently, a board member of a state counselling association to which I was about to present a day-long seminar on practice management and marketing said she was uncomfortable with “advertising” my books and with my “attitude of self-promotion.” If I am guilty of “advertising” and “self-promotion,” so be it. I am not ashamed.

The mindset of many mental health providers is that we are too good for “advertising,” “self-promotion,” or “marketing.” Somehow these activities are beneath us—even unprofessional. For example, the American Psychological Association until recently did not sponsor continuing education credits for seminars specific to “practice development.” I have one word to describe clinicians with this negative view of marketing: “Poor!”

I fervently challenge this negative attitude. The old adage “Build a better mousetrap and the world will come to your door,” simply is untrue. You may design a new and better mousetrap, but if no one knows about your invention, you will not be able to distribute it.

You cannot help the client you don’t see. You may be an excellent clinician. Yet, if only a few persons know of you and your skill, you won’t be successful and many prospective clients will not get the benefit of your services.

Ph.D., Psy.D., EDD., MD., NP., MA., MED, MC, MSW, MFT, LPC, LCSW, etc.. Psychologist, psychiatrist, therapist, psychotherapist, psychoanalyst, analyst, clinician, counsellor, marriage and family therapist, family therapist, social worker, coach, etc.. Therapy , counseling, psychotherapy, CBT, DBT, psychoanalysis , analysis, EMDR, family of origin work, solution-focused treatment, medication management, life coaching, etc. Above, are the credentials and titles of professionals who offer private mental health services and the types of services that can be provided. Obviously, the average client/patient cannot differentiate among all these providers or comprehend the various forms of treatment. They likely will be lost in the “alphabet soup” and will be incapable of appreciating one provider over another.

Unless you promote yourself, deserving clients will likely not find you in the morass of initials, titles, and services. Providers of mental health services must promote themselves to rise above the “alphabet soup.” We need to let potential clients know of our training, experience, and expertise. Why would any client select a therapist unless that client believed that professional was distinctive and special in some way?

To stand out from the crowd mental health providers can and should do things that “brands” them as an “expert”—such as write articles, speak on the radio and/or TV, speak professionally, blog, or write a book, etc. By engaging in such activities you are advertising and self-promoting—all in a professional, ethical manner. If you won’t promote yourself, who will?

Larry F. Waldman, Ph.D., ABPP is a licensed psychologist who practised in the Paradise Valley area of Phoenix for 45 years. He worked with children, adolescents, parents, adults, and couples. He also provided forensic consultations in the areas of family law, personal injury, and estate planning. He speaks professionally on marriage, parenting, private practice development, psychotherapy, and wellness to laypersons, educators, corporations, attorneys, chiropractors, and fellow mental health professionals. He teaches graduate courses for the Educational Psychology Department of Ottawa University. He also is a certified senior fitness specialist. He is the author of “Who’s Raising Whom? A Parent’s Guide to Effective Child Discipline;” “Coping with Your Adolescent;” “How Come I Love Him but Can’t Live with Him? Making Your Marriage Work Better;” “The Graduate Course You Never Had: How to Develop, Manage, and Market a Flourishing Private Practice—With and Without Managed Care;” “Too Busy Earning a Living to Make Your Fortune? Discover the Psychology of Achieving Your Life Goals;” and “Overcoming Your Negotiaphobia: Negotiating Your Way Through Life.” Click on Larry's image above to see his contact details.

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