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Marketing for the Mental Health Professional: An Innovative Guide for Practitioners / Edition 1

Marketing for the Mental Health Professional: An Innovative Guide for Practitioners / Edition 1

by David P. Diana
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There is real opportunity for growth, advancement, and overall success within the mental health profession. Marketing for the Mental Health Professional helps you acquire and apply the powerful, proven sales and marketing techniques and strategies needed to create and cultivate a thriving mental health practice.

Filled with real-life stories and helpful tips, this book provides you with the tools to build your practice, including guidance on:

Using customer-based selling to create a thriving practice

Developing effective strategies for engaging clients, building credibility, and earning loyalty

Identifying true prospects that will lead to long-term success

Using power, influence, and persuasion to help grow your practice

Creating an impression and being remembered

Using Internet technology to start a conversation and build relevance

A practical, guide for professionals looking to achieve long-term success in the field, Marketing for the Mental Health Professional proposes a different way1 of thinking about the profession. It leverages and incorporates key business, sales, and marketing principles that "best in class" organizations and sales/marketing professionals use to generate an increase in market-share, financial wealth, and overall achievement.

Product Details

ISBN-13: 9780470560914
Publisher: Wiley
Publication date: 04/12/2010
Edition description: New Edition
Pages: 208
Sales rank: 574,521
Product dimensions: 5.90(w) x 8.90(h) x 0.60(d)

About the Author

David P. Diana, MA, LPC, is director of sales and marketing for a large behavioral healthcare organization. He writes a popular weekly blog on sales and marketing for mental health professionals and consults with behavioral healthcare organizations throughout the United States. The author can be reached at his Web site:

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Table of Contents

Preface xi

Acknowledgments xiii

Part 1 New Beginnings

Chapter 1 Introduction 3

Beginning the Exploration 4

Clearing to Create Opportunity 5

Secrets of Success and the Sales Stigma 6

Summary 7

Chapter 2 Marketing and the Mental Health Profession: A Powerful Combination 9

Demystifying the Marketing Process 10

Exploring the New Marketing Model 13

Where Can Marketing Take You? 22

Summary 23

Chapter 3 How to Sell Mental Health Services: Five Elements of Success 25

A New Sales Philosophy for Mental Health Professionals 25

Creating a Buying Environment through Client-Based Selling 27

Element 1 Sell the Way People Want to Buy 27

Element 2 The Power of Pretence 29

Element 3 Give Value and Business Will Follow! 32

Element 4 Arouse "Want" and "Need"in Others 34

Element 5 Go Above and Beyond and Be Remembered! 39

Summary 46

Part 2 The Psychology of Success

Chapter 4 Finding Your Power: The Social Dynamics of Power, Influence, and Persuasion 49

What Does "Power" Mean and Why Does it Matter for Your Practice? 50

Translating Power into Influence and Success 55

Using the Power of Groups 55

Opening the Door to Bigger Opportunities 57

The Intrigue of the Unfinished 58

Teaser Campaigns in Mental Health 59

The Use of Framing in the Mental Health Profession 59

Understanding How People Make Purchasing Decisions 61

Practical Techniques for Using Personal Power Effectively 63

Summary 67

Chapter 5 Finding Your Place in the Field: Effective Strategies for Building Credibility and Earning Authority 69

Building a Foundation for Professional Success 70

Change the Way You Work in the Profession 72

Build Expertise by Finding Your Market Niche 74

Turn Your Knowledge and Expertise into Value for Clients 76

Become Published: You Have Unique Opportunities! 77

The Art of Public Speaking 82

Slideshow Design Principles that Say "Wow" 90

Summary 95

Chapter 6 Understanding Buying Motives in Behavioral Health Care 97

Trigger Points in Mental Health 98

Lessons in Behavioral Psychology: Accessing Trigger Points in Your Marketing Messages 101

Prospecting: How to Sell Your Services to the Right People 103

Summary 106

Chapter 7 Sales and Marketing for Mental Health Organizations 107

Building Successful Partnerships 107

Client-Based Selling for Admissions Departments 111

Summary 115

Part 3 The Future of Success

Chapter 8 Social Networking in the Mental Health Profession 119

How Do I Find the Time? 120

Blogging for the Mental Health Professional 121

Understanding RSS Feeds 128

Online Newsletter Subscription Tools 129

Twitter and the Mental Health Profession 133

Business Networking and Online Forums 137

Summary 140

Chapter 9 Selling Yourself in Today's Job Market 141

What the Future of Job Searching Looks Like 143

"We Can Rebuild Him": Launching a Transformational Campaign 145

Glimpsing the Future 145

Exploring Your Interests and Developing a Career Plan 147

Goal Writing 149

Selling Yourself: Four Essential Tips To Getting Hired 151

Networking Skills 156

Summary 162

Chapter 10 Build a Better Web site: Web Site Essentials for Mental Health Professionals 165

Web Design Questions and Answers 166

Summary 171

Chapter 11 Service Trends within Our Changing Industry 173

The Internet and the Window of Opportunity 173

The Rise of Professional Coaching 176

Online Psychotherapy 177

Online Treatment Programs 179

Online Training: A Unique Way to Promote Your Services 180

Summary 181

Chapter 12 Conclusion 183

Appendix: Business Development Worksheets and Exercises 185

Bibliography References 191

Index 192

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Marketing for the Mental Health Professional: An Innovative Guide for Practitioners 5 out of 5 based on 0 ratings. 1 reviews.
LianaL More than 1 year ago
This is a fantastic book that engages you right from the start. I found it to be full of great ideas that will certainly help me in my mental health career. What surprised me most was just how well written the book is. At times it reads more like a novel than a non-fiction book, and I say this with the highest of compliments. I honestly had a hard time putting it down. In my opinion, this is one of those rare books that will inspire, educate, and leave you wanting more.