How can you market your practice without opening your niche too much? What is a way to attract clinicians who share the values of your practice? Why is it better to post the job ad and not the job description?
In this podcast episode, Alison Pidgeon does a live consulting session with Katy Rader about marketing to your niche, hiring new clinicians, and using social media.
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Katy Rader is trained in trauma processing techniques and is a Certified Mental Health Integrative Medicine Practitioner (CMHIMP). She utilizes physical health and lifestyle methods, like nutrition, movement and sleep, to help clients manage their mental health symptoms.
Katy works in private practice as a Licensed Mental Health Counselor in Indianapolis, IN.
Visit her website.
In This Podcast
- Marketing to your niche without being exclusive
- Hiring new clinicians that fit
- Do not be afraid of using social media
Marketing to your niche without being exclusive
When you are trying to attract new clients to your practice it can be tempting to simply open the doors to everyone who comes in and say that you offer services for all kinds of needs, however, this might not be the best strategy.
I would actually advise against just saying “hey we serve everybody”. I would try to at least pick something that would differentiate you a little bit. (Alison Pidgeon)
Pick a few things that your practice focuses on and market yourself on those so that you become experts in your area.
Another route is to see what issues clients have when they come to you or which referrals are coming to you and then structure your practice around what is needed in your community.
… A natural referral that you can then keep in house rather than referring them out into the community … look at what are those natural things that you are referring out for now and maybe that’s your focus for your first hire. (Alison Pidgeon)
If you are wanting to grow your practice and you find yourself referring clients out often who all have similar issues, you could consider hiring a clinician who specializes in that field and with that issue, so that you can take on those clients into your practice instead of turning them away.
Hiring new clinicians that fit
During the hiring process when you are considering new clinicians to add to your practice, an important guiding tool that you can use in the process is to focus on the principles and the values in the practice.
If you feel very strongly and that’s a value of yours that “yes we need to, no matter what … modality we are using, we need to have that lens of looking at things with a holistic mindset” then yeah, I would say that you should be hiring people with that same value. (Alison Pidgeon)
You could hire clinicians that may not necessarily have training in holistic modalities but who are open to them, and who are open to learning more about them.
The more that you can be clear about what you believe in and what your practice is about, the more you can attract clinicians that share your values and who would be comfortable and excited to work with you.
When you advertise for a new clinician, post the ad for the job instead of the job description because otherwise, it can come across as dry. Post the job ad and make it conversational to attract clinicians and then during the interview processes give them the rundown on how the practice works and what their duties would be.
Do not be afraid of using social media
Many clinicians might feel uncomfortable with using social media to market themselves, however, if you do it in a professional and conversational way without spamming people, it can be a powerful tool that you can use to grow your practice and reach more potential clients.
Utilizing current trends in your social media can also boost your reach. At the moment, video clips are more popular than regular posts and when you post a video instead of a normal infographic or picture, you are likely to get more traction on the video than on the usual post.
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Meet Alison Pidgeon
Alison is a serial entrepreneur with four businesses, one of which is a 15 clinician group practice. She’s also a mom to three boys, wife, coffee drinker, and loves to travel. She started her practice in 2015 and, four years later, has two locations. With a specialization in women’s issues, the practices have made a positive impact on the community by offering different types of specialties not being offered anywhere else in the area.
Alison has been working with Practice of the Practice since 2016. She has helped over 70 therapist entrepreneurs start and grow their businesses, through mastermind groups and individual consulting.
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