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How to Market Counseling Services and Choose a Marketing Professional

This week Raymond Barrett, CEO of Telehealth Certification Institute, had the opportunity to interview Lisa Wozniak, a professional marketing consultant and the founder/owner of Woz Marketing, which according to their website (wozmarketing.com) is “a social media marketing company dedicated to serving the needs of small business owners and medical professionals.” The full video of their conversation can be found below.

The goal of their conversation was to discuss what it takes to connect behavioral health specialists with the right tools to market their practice in the current era of online information. Raymond introduced Lisa, who has been in the field of marketing for over 25 years, first in corporate marketing and later in private practices as the founder and owner of Woz Marketing. Lisa has focused on helping private practice owners develop and implement successful marketing strategies designed to grow their client base.

This was not always Lisa’s focus. As she explained, Lisa chose to leave corporate marketing in 2014 and set off to create her own marketing firm, but struggled to find her specialty or niche in the market. Explaining how a difficult family situation brought her to where she is now, Lisa said:

“We had a family member come down with just a really debilitating case of clinical depression... and that was my first exposure to the mental health industry. We were so grateful for these folks in finding how … to ensure that [this family member] was getting the care that they needed. So I just fell in love with the industry.”

Lisa’s gratitude for mental health providers over time led her to see how she could support them in their work, and that’s when she discovered something. Lisa said that “in digging a little bit further, one of the things I found out...is that mental health professionals aren’t given a whole lot in their education...in the way of marketing and business development.”

Raymond Barrett, as a behavioral health practitioner who trains other practitioners, agreed that often “[mental health practitioners] do not get that education, and it’s a specialty in and of itself, and it could be such a burden for a lot of people that want to be in private practice...They say ‘It’s not worth it. It’s too difficult.’ Some people are very successful and others just struggle with it constantly.”

Raymond continued, asking Lisa to list the most common mistakes she has witnessed people make in setting up or building a private practice.

First, inaction. Lisa responded saying that “one [mistake] is not taking any action at all. Sadly some folks think that just hanging up the OPEN FOR BUSINESS sign is enough, and that’s all it’s going to take.” Lisa links this mistake to the mindset some have that when a medical professional opens up their practice, they have more business than they know what to do with, so this ought to happen to them.

Second, going overboard. Mentioning that one of the strengths of the mental health field is that practitioners are often “focused on helping others who need them,” Lisa went on to say that “they don’t want to toot their own horn. So when they muster up the gumption to go ahead and talk about themselves online, they tend to go overboard a little bit and...to ‘sell’ too much...which tends to turn people off...and people just don’t pay attention to you anymore.”

Lisa’s advice pointed toward finding that balance between talking too little and too much, as well as knowing what aspects about you and about your practice are really going to sell and fit the needs of clients searching in your area. Regarding online presence, Lisa said that “utilizing keywords is very important. So it’s a matter of telling your story. If you use a lot of ‘tech speak’ (brain-spotting, EMDR, etc.) in those descriptions, again, you get a wall up, and people don’t pay attention because that doesn’t resonate with them.”

“You have to remember that marketing is a long game!”

Third, consistency! Lisa provided the comparison to a television commercial asking “How many times do you see a commercial before you even pay attention to the name of the company or whatever it is that they’re trying to sell. That’s consistency in action.” Lisa encourages her clients not to view marketing as an overnight process but to remember that it takes time and that people need to get used to seeing your name out there. Lisa said, “The biggest piece of advice I want your followers to take away from this: you have to remember that marketing is a long game!”

Lisa gave us some practical tips for marketing. One was to know what works in the market in your part of the country. Find out what Keywords really bring visibility without needing to compete with too many others in your field. Woz Marketing “gears folks towards more of a presence on social media…. Some [social media sites] work better than others depending on what your strategy is going to be. So, for example, Facebook is really great for getting clients, LinkedIn is very powerful for getting referrals and if you have a private pay practice.” 

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Oustanding presentation!!!
Michelle Collins

Helpful and inviting information to get started. Feel empowered to get this going and eager to start!

Dena Damaskinos

Well presented, easy to access and understand.

Sedonia Perrier
CEO / Steelhead LLC

This was very informative.

Wendy Pazdur
Substance Abuse Counselor / Transformation therapy
This course was full of detailed information, that I will utilize in my practice. I highly recommend this training to all interested in adding to their existing practice or transitioning to Telehealth Services.
Utopia Session
Class was informative.
Kimberly Horrell
This course was short yet informative.
Annette Cornish
Therapist / Dust 2 Destiny Counseling & Wellness
Great training!
Jacqueline Hayes, M.Ed., LPC, LMHP
Professional Counselor 4 / State of LA
Ray was a wonderful, interactive instructor who really captured the heart of counseling in the world of Telehealth. The course was thorough and beneficial. Two thumbs up!
Rachel Morales
Licensed Professional Counselor
Ray does a spectacular job presenting the ethics in technology! Thank you!
Elaine Marie Barclay
Licensed Professional Counselor/ Assistant Professor / Shorter University/ Capella University
Very beneficial and useful to the direction i am moving of providing therapy
Linda Marie Margosian, MS, NCC, LMHC
I thought the video was very informative and gave me a good back ground on Telehealth , hippa laws and things I needed to know to run an ethical and hippa complent practice .
Meg Maginn
Director /private practitioner / Eating Disorder Associates

I believe this is a good course to take because this is the new wave of society. As a therapist I would like to be able to offer clients the best tools available.

Wihletta Michelle Davis MA, LPC
Therapist / Find the Miracle Within...
This course was very informative for me as a clinician and for my profession
Roseline Ngoeh
Community Clinician / NPS

Thank you for the introduction to telemental health.

Michele Frances Purvin
Psychotherapist / Michele Frances Purvin, LCSW, LCDC

Very good.

Franklin Castillo

Really excellent training full of valuable information and resources - surpassed my expectations!

Dori Ryherd
Therapist / The Cognitive Refinery

Great information with step by step instructions

Donna Tucker
Addiction Counselor / Spectrum Health

What a superb introduction to telemental health, well organized and packed with useful tips. I so appreciate this. Thank you.

Ann P Cahouet
Owner - Clinician / Equine Assisted Solutions LLC

Awesome job! This is a very insightful presentation.

ZUNILDA CHAUDRY
Licensed Therapist, LPC / Seasons of Change Behavioral Health Services, Inc
Ray is down-to-earth, warm, pragmatic and exceptionally well-informed.
G. Reid Doster, LPC, LMFT
Director of Behavioral Health, EXCELth Inc.Primary Health Network & Private Practice Psychotherapist / www.excelth.com

An excellent course, but needs more legal information regarding where the patient needs to reside.

Barry Barmann
Clinical Psychologist / Behavior Therapy & Family Counseling Clinic
This legal course was phenomenal saturated with much detail and clarity!
Elaine Marie Barclay
Licensed Professional Counselor, Assistant Professor / Capella University and Shorter University
Great and very informative! Will help me take my skills to a new level. Gave me a great idea of how the session should go.
Jessica Latin
LPC / JL Counseling

Course provided several case scenarios regarding Interstate counseling and resource websites for further research.

Cowenda Jefferson
Clinical Director / Wise Life Choices LLC
Course provided additional information regarding the legal aspects of TeleMental Health.
Cowenda Jefferson
Clinical Director / Wise LIfe Choices LLC
I have completed prior training by Raymond and greatly appreciate his detailed and thorough trainings.
Dr Lynn Duffy, PsyD, LCPC, NCC, CCMHC, BCPCC, BC-TMH, Diplomate/CMH in Trauma
Director/Counselor/Mediator / Lighthouse Counseling & Consulting Services
This course was most helpful in helping me make my practice more compliant for me and my clients.
Marlene Small
Private Psychotherapist
This is the 4th TMH course I have taken with Ray and it is BY FAR the best TMH training out there. I've learned so much that I can use every day in my practice.
Dawn Ferrara
LPC-S, LMFT

Very Informative

Naomie Pierre
community clinician / nps
I loved this course. It was very informative and provide a great deal of information about ethics.
Tracey Marshall
Easy to learn and easy to follow. User friendly on-line course.
Kelly Johnson
Licensed Mental Health Therapist

Awesome

Melissa J Davis
LAPC- counselor
This was a phenomenal training and necessary for the continued growth of all helping professionals. This will certainly improve the manner in which I conduct counseling.
Elaine Marie Barclay
This training was extremely informative and supportive for professionals looking to gain further knowledge in Telemental health.
Marcy Abramsky
LCSW / Marcy Abramsky LCSW, InspireAmind TM Counseling and Consulting
I found this video to be very informative and helpful.
Michelle Parker
Contract Therapist

Great course, very informative!

Ashley Simmons
BCBA / Northstar Psychological Services

Love the course, worth every penny!!! Definitely helped jump start my Tele-mental health services!

Nakia Clark
Owner/ Therapist / Insightfullly You, LLC

This gave me and my staff some important insights and information regarding telehealth..

Larry Cowan
Executive Director / Samaritan Counseling and Growth

This course was easy and user friendly

Vanessa Reiser
Social Worker / JBFCS

I learned a great deal from this program and look forward to implementing telemental health in my therapy practice.

Michelle Hitchcock
Therapist

It was fantastic! Just the forms he provides are worth the cost of the course!

Mark Wagemaker, LPC, NCC, DCC, CPCS
Counselor, Clinical Supervisor / Transitions Counseling

This was an excellent class and worth my time.  Ray provided great information and is clearly an expert in TMH!

Jennifer Stuckert
Director / Restoration Counselor of Atlanta, LLC

I found these courses informative and helpful. They make establishing best practices policies and procedures for telemental health services and supervising those who provide them. so much easier. I highly recommend his courses.

Nena Rybarczyk, MA, EMBA, LPC, NCC, CPCS
Counselor / Strategies for Life Counseling, LLC

Ray's workshop was one of the most informative I have taken in years. He brought clarity to took a topic which has been intimidating and I left feeling empowered!

TRUDY POST SPRUNK, LMFT-S LPC CPCS RPT-S CPT-S EMD
Clinical Supervisor and Play Therapist / Georgia Association for Play Therapy