You need a vacation!

I just returned from a 10-day vacation in Europe sans laptop and sans roaming data plan. Regretfully I wasn’t brave enough to go completely “unplugged.” Using my smartphone I did glance at email via hotel wifi in the evenings.

But the rest of the time was spent in the real, non-virtual 3D world – a refreshing change from my habitual screen-bound existence!

The result upon returning home: a bit jet-lagged but mentally relaxed and refreshed, with energy and enthusiasm for my clients and other work. This was a special trip for me and my family, but I’ve felt similarly refreshed when returning from a week at the cottage.

There’s lots of research (such as that described here and here) showing that taking a vacation helps boost overall work productivity and insulates against stress symptoms.

But you don’t need science to tell you that taking a break is rejuvenating.

On the other hand there’s no paid time off for clinicians in private practice.

Vacation – Can I afford to take time off?

There’s a cost to taking a vacation, not just in terms of travel expenses, but also in terms of “lost” income while you’re away from the office. If you have bills to pay, it can feel scary to take time off work.

But if you don’t take breaks, you’ll be prone to fatigue and burnout, which can have serious adverse consequences for your health as well as for your professional effectiveness.

Consider vacation time as an investment. Your clients will receive much better service from you when you are refreshed. Satisfied clients will refer other people to you – so that in the long run your business may increase as a result of taking time off!

Thus, the question is not, “Can I afford to take time off?” but rather, “Can I afford NOT to take time off?”

Set up your “paid” vacation

You don’t have an employer to provide you with paid vacation benefits, but as your own employer you can build vacation time into your business plan.

Set aside time. Calculate your annual projected income based on 48 weeks per year, or 46 weeks per year…or however many weeks you think you’ll need. That way you’ll feel less guilty about taking time off.

Set aside money. Just as you put money into a retirement fund, set aside money for vacations. Even if it’s a small amount, having a designated fund will make it easier to budget.

Collect on accounts receivable while you’re gone. Before leaving for vacation make sure your billing is up to date. File claims for every insurance client, even if it’s just for a single session. Send follow-up notices to clients and agencies who have outstanding balances. Hopefully by the time you return to the office you’ll have a few extra checks or direct deposits waiting for you.

Still not convinced that you should take a vacation? Consider this: Years from now will you say to yourself, “I wish I had spent more time at the office”?

Photo by DanielKaempfe via Flickr.com

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Handouts – Better than a business card!

We welcome referrals from physicians, attorneys, clergy and other professionals. To make it convenient for them to refer others, we give them a few business cards or brochures about our practice, which they can pass on to people who might need our services.

But what happens to those business cards and brochures? They probably get shoved into a drawer and could be forgotten.

Better than a business card or practice brochure…

Business cards are fine for basic contact information. Brochures have more detail, but the information is generic.

If you want to get people truly interested in what you have to offer, provide your referral sources with educational handouts – fact sheets or tips sheets.

For example:

  • If you work with adolescents, create a tips sheet on how to communicate better with your teen. Drop off a stack of these at family physicians’ offices, to place in their waiting rooms.
  • If you work with people who are going through divorce, create a fact sheet about the emotional upheaval of relationship breakups, and how to manage the process. Give several copies to divorce attorneys to give to their clients.
  • If you consult with local organizations or businesses, write up a one-page tips sheet on ways to stay focused and efficient during crunch time. Make copies for employees, as well as an enlarged copy for the cork bulletin board.

Handouts are a great way to market your practice:

  • They provide a sample of what you know and how you can help people
  • When placed in a waiting room or on a bulletin board, your handout is in front of groups of people who might need your services.
  • When a referring professional gives your handout to a patient or client, it’s an endorsement of you and your services.
  • Unlike business cards and brochures, handouts are more likely to be read and kept. If the information is valuable to the reader, he or she will share it with others.

Handout Format

Make it brief. One page is ideal. If it’s any longer people may save it for later and never get around to reading it.

Address one specific problem or issue. No need to be comprehensive. For example, for parents of teens, give tips for talking about alcohol. For people going through divorce list the top 3 or 5 things they can do for self care.

Create several handouts on the same topic for different groups of people. e.g.,  stress management tips for mothers of young kids; for fathers of young kids; for executives; for truck drivers; for law enforcement officers. Each of these groups has a different set of stressors. Although the gist of your advice might be similar, the specific tips would be tailored to each group.

Don’t try to cram too much text onto the page. Make it easy to read, with space between paragraphs. Use headings and bullet points.

Include a disclaimer. At the bottom of your handout note that the information is for educational purposes only, and not a substitution for professional services.

Include your contact information and website if you have one. That will make it easy for people to learn more about you and contact you if they need help or know someone who does.

 

 

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“Do You Want to be a Practice Owner or a Renter?”

I recently conducted a consultation with an Early Career Psychologist regarding the state of her practice and what future route she should take in her career path.

 She was a member of a group practice. She was not one of the practice owners, but rather she was an Independent Contractor. She wondered about her current income, future income, and what role she would play in the practice.

Her income was based on the amount of her collections for services provided.  While she was busy in her practice she was not consistently full. In addition, the practice owners continued to bring on new associates, that only decreased the likelihood she would maintain a full caseload.

So here are some things I asked her to consider in making this decision. Tolerance for risk, entrepreneurial spirit, need for control in her professional life, and how much money she wanted to make.

Tolerance for risk – Practice owners take all of the financial risk in a practice. They sign the lease to guarantee the landlord they will get paid. They rent/buy the copy machine and phone system.  If they become ill for a month and have no income the bills still need to be paid. If all of the percentage model independent contractors leave the practice for whatever reason, they still have to pay the bills. Life is unpredictable. The less tolerance you have for risk, the less comfortable you will be as a practice owner.

Entrepreneurial spirit – One of the Principles of Private Practice Success put forth by Jeff Barnett and myself in our book Financial Success in Mental Health Practice: Essential Tools and Strategies reads as follows:  

The mental health professional with the spirit of the entrepreneur is most successful in private practice.

If you like to create practice opportunities it is best to be a practice owner. If an idea comes to you that you think will fill a market need in the community and want to make it part of your practice, it is best to be a practice owner. If you only like seeing clients that are referred to you and find a situation where you don’t have to create opportunities for yourself, it is better to be a practice renter.

Need for Control in Your Professional Life – I once was trying to help out a former psychometrist who had received their doctorate build their practice by referring them “a street kid” that I had evaluated who needed psychotherapy. All services were being paid “full fee” by a trust fund. When I followed-up with him about the case he informed me that he had to refer the case to someone else. He explained, “The practice owners told me that they did not want “street kids” in our waiting room, as this would upset their wealthy clientele.” I never referred him another case. If you want to decide who you will see, when you will see them, for how long you will see them, and how much you will charge them, then it best to be a practice owner.

How Much Money Do You Want to Make – If you are a percentage model renter, and you are quite successful, then you are going to be making someone else a significant amount of money. While the practice owner may be providing space, services, and facilitate your success, this usually comes as a handsome price.  If you want the “sky to be the limit” then it is best to be a practice owner. When you work for someone else, that someone else is always going to benefit from your success and your financial bottom line will always be limited.

There is no clear cut answer or cookie-cutter formula in making this decision. Being a practice owner comes with benefits and rewards, as does being a percentage model renter. It is important to know yourself. Examine your values, beliefs, need for control, and how much risk you are willing to take in coming to a decision as to what the right path is for you.

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How to be more lucky in your business success

Do you consider yourself a lucky person? According to research, those who consider themselves lucky actually ARE more lucky. There’s nothing mysterious about it.

Here’s a video of psychologist Dr. Richard Wiseman, author of The Luck Factor: The Four Essential Principles, explaining one way in which it works.

In his book Wiseman goes into more detail, describing four factors that lucky people have in common:

  1. They maximize their opportunities.
  2. They listen to their lucky hunches.
  3. They expect good fortune.
  4. They turn bad luck into good.

How can you apply these principles toward growing your practice?

1. MAXIMIZE OPPORTUNITY

Get out of your office. Talk to people – everyone is a potential client or referral source. See also this blog post: “Show up for Success

Stay informed. Pay attention to what’s going on in your community and among your target audience. Can you spot a need that you can fill with your skill set?

Get education and training that will open doors for you in the future.

2. LISTEN TO YOUR LUCKY HUNCHES (INTUITION)

This doesn’t necessarily mean you should follow all your hunches, but do pay attention when you get a gut feeling (good or bad) about an opportunity. Be willing and ready to take calculated risks, but have a backup plan.

To help you be aware of more of your gut feelings, practice meditation and mindfulness.

3. EXPECT GOOD FORTUNE

You know that expectations can affect outcomes in subtle ways. In terms of growing a practice that you love, you can’t simply sit around wishing things will get better.

But if you pay attention to new opportunities and approach them with a positive attitude, you will feel and behave in a more confident way… which in turn will draw other people and opportunities to you.

4. TURN BAD LUCK INTO GOOD

Not every hunch or opportunity is going to work out. Everyone experiences failure. But those who become successful take lessons from their mistakes and build on them. Even catastrophic failures can be helpful, by forcing you to maximize your resilience and find creative solutions that you never would have thought of.

Do you have a “lucky” story?

Please share your lucky story in the comments section. Briefly describe how you happened to stumble on your lucky break.

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Why accept credit card payments?

If you don’t accept credit card payments, you’re probably losing money.

“What?” you may ask. “Doesn’t it cost me money to accept credit cards?”

Well, yes and no. You do pay a fee for every credit card payment you process, and sometimes for refunds. Depending on various factors (see below) the fee is somewhere between 2.5% and 5%.

However, there is also a cost to NOT accepting credit cards. For example:

  • You may fill fewer appointment slots. Clients who don’t have cash on hand for your services may either delay their next appointment or drop out of therapy. Fewer new potential clients will contact you if your competitors do accept credit cards.
  • There is a cost to carrying account balances on your books. Consider your time, effort and expense in following up with people who forgot their checkbook, needed an extension of payment because of cash flow, or didn’t send a check along with their adolescent child whom you saw in therapy.
  • An unpaid balance can interfere with the therapeutic relationship. When a client owes you money, you are at risk for negative counter-transference, which can undermine your objectivity and effectiveness in helping the person.

Recent research suggests that not only do people tend to spend more when they use credit cards vs cash; they also focus more on the benefits (vs cost) when they use credit cards.

Thus, by accepting credit cards you offer more than convenience. Your clients will more likely focus on the value of your services than on the dollar amount they pay.

How to start accepting credit cards

First you’ll need a merchant account for processing payments and depositing them into your checking account. Open a merchant account with your bank or through Costco, Sam’s Club and other agents. If you don’t want to pay for a card-swiping terminal (which can run several hundred dollars) you can process your payments online through Paypal Virtual Terminal or ProfessionalCharges.com

Check the terms of service. Although many credit card processors offer low transaction rates (say 1.6%) there may be additional monthly service charges, batch settlement fees and extra charges when someone pays us with a corporate or reward-type credit card. (Yes, it’s the merchants, not the airlines who subsidize those frequent flyer miles!)

Also note how long it will take for payments to show up in your bank account. If cash flow is important to you, opt for the service that deposits your money within 24 hours.

Be cautious about entering into a contract. Read the terms of service to see if there is a grace period where you can cancel your contract without charge.

There are now options for no-contract no-extra-fee credit card processing. Square is gaining popularity among mental health professionals. It’s a little square gizmo that fits into the audio jack of a smartphone or iPad, and works in conjunction with an app. Download the app and you’re ready to swipe credit cards.

It’s easy to use. Swipe the card, enter the amount charged, and the client signs with their finger on the screen. Fees are deposited into your account usually within 24 hours. They charge a flat fee of 2.75%, but there are no add-on charges for different types of credit cards.

Similar options to Square include Paypal Here and Intuit GoPayment.

Image courtesy of James Barker / FreeDigitalPhotos.net

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Call to Action: Tell People What To Do Next

Recently a colleague lamented that he had tried various marketing strategies but was still not getting many referrals of new clients. I checked out his website and some of his online articles. They were professional and informative, but they lacked one important feature: a call to action.
A call to action in the marketing world is a statement or other directive for what you want the person to do next. You’re probably familiar with calls to action on TV infomercials: “Call now to take advantage of this special offer, while supplies last!” But a call to action need not be brazen or sales-y. It just needs to be clear.

Why a call to action is important: In today’s information-overload environment, people can easily get distracted and not follow through unless instructed to do so. Don’t assume that they will immediately think about calling you once they read your article or visit your website. That next step may seem obvious to you, but it is not necessarily obvious to your audience. You need to point it out.

How to include a call to action in your communications:

On your website

  • Don’t just list your phone number. Tell people what to do with your number: “Call for an appointment: 555-555-5555″
  • Instruct people to click on a link e.g., “Download a free journaling template here.” or “Click here to get a weekly newsletter with tips for better communication with your spouse.” or “Read my latest blog post on [topic] here.”

On your business card

Send people to your website or blog. Include the page-specific URL and give them a reason to go there e.g., “Download free stress-busting tips at www.mywebsite.com/stressbusting”

In your blog posts and articles

  • End your articles with a brief list of tips (no more than 4). Make them specific. For example instead of saying, “Keep a journal of your feelings,” tell them how to set up the journal and when to write in it.
  • After following a couple of your simple tips, some people may be interested in more information from you. Thus, at the bottom of your article add a statement such as “Learn more about the topic of … at www….  On that page include a call to action for what the person should do next – click to make an appointment, download a document, etc.

In your presentations and workshops

Always have a handout. On your handout include tips, of course. But also give people a reason to contact you, and tell them how to do so. e.g., “Email me for a copy of the slides” [your email address here]. or “Sign up for my mailing list at www….” or “Call me for a free 15-minute consultation 555-555-5555.”

At networking events with referral sources

The best time to give your business card to someone who is a potential referral source, is when they show interest in what you do (as described in my article, 16-Second Networking: Your “Elevator Speech”)

As you hand the person your card, say something like, “I would really appreciate your referring patients to me.” That does seem to state the obvious. However, if the recipient takes your card and nods in agreement, he has in a sense committed himself to keeping you in mind.

Summary: A call to action helps people make use of the information that they read or hear from you. It connects the dots between receiving your message and acting on it.

My call to action for you: Include a call to action in your next professional communication!

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Writing for the public: 5 ways it’s different from how we were taught

For all our years of schooling, most mental health professionals are pretty good at writing professional papers and articles. We learned how to present different points of view; how to cite references; and how to be extra-cautious in drawing conclusions. That’s fine when writing for colleagues.

But the scholarly style is all wrong when writing for the public. It’s not that the public is less intelligent, but rather that they have a different agenda and different expectations.

This table highlights a few differences between writing for other professionals and writing for the public. Explanations follow.

1. Different goals. When writing for professional audiences your goal is typically to persuade them or to argue your point. Some people in general audiences are intellectually curious about your topic. But the majority who read about mental health issues are looking for answers to their questions or help for their problems.

2. Different scope. Scholarly papers are written to be as comprehensive as possible, so as not to omit relevant details. When writing for the public (especially online) it’s better to have a narrow scope, focusing on limited aspects of a topic.

For example, instead of writing about stress in general, it’s better to write about stress within a single segment of the population, such as stress among the unemployed, stress among single mothers, etc. You can write a similar article for each demographic, but tailor it with examples and tips that they can relate to.

3. Amount of documentation necessary. It’s not unusual for a journal article or scholarly paper to have two pages of references. However, when writing for the public, most of the time it’s sufficient to state: “Research shows that…,” especially for findings that are widely accepted in the profession. If you are citing something specific, do provide a link to the source. But a detailed bibliography is not necessary.

4. Length. The comprehensive scope in scholarly writing is going to require many more words than the limited scope for writing for the public. Given people’s general attention span these days, the ideal length for a blog post or article is about 500 words. If you have much more than that, break it down into two or more articles.

5. Writing style. The formal writing style typically found in journal articles falls flat with most general audiences. When your goal is to be helpful rather than to objectively present all data and points of view, people will be more interested if you write in a conversational tone, using the word “you” throughout, to draw your reader in.

More writing tips on the TPI blog:

Are people actually reading what you write?

How your writing can attract more clients

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Self-diagnosis From Online Searches – On The Rise

Searching online for health-related information is nothing new. But according to a recent study from Pew Research Center, 35% of American adults (including some of our clients and patients) are now turning to the Internet to diagnose specific medical conditions in themselves or others.

That’s not necessarily a bad thing. It seems that anyone who goes to the trouble of researching their symptoms is apt to be more actively involved in their professional care.

However, their research may land them on poor quality sites that offer misleading or even harmful information.

Consider that people often phrase their searches (especially for mental health issues) in a specific, long-tail fashion, e.g., why do i feel so bad all the time?

Search results for such questions typically come not from authoritative sources, but from forums, blogs and Q&A sites such as Yahoo Answers. People also pose questions on Facebook, Twitter and other social media, getting replies from well-meaning respondents who likely have no credentialed expertise on the topic in question.

In other words, for many folks, their diagnostic research takes place within online conversations, rather than through systematic review.

Your clients and patients may be doing their own research.

When prospective clients first contact you they may already have an idea of their mental health (and perhaps medical) diagnosis, and what they expect in terms of treatment. If they have consulted authoritative sources, their information is likely to be accurate and their expectations feasible.

Other clients may have diagnosed themselves based on what they read on Facebook about someone’s Uncle Joe who had similar symptoms. They may ask you about unproven treatment methods or question your traditional approach.

In this age of instant information where quantity dwarfs quality, we need to educate ourselves and our clients to be open-minded, yet know how to filter out untrustworthy information.

For the most reliable and up-to-date health information it’s much better to consult an authoritative, high-quality website than to rely on social media conversations.

Tips for evaluating the quality of a website

Who owns the site? If it’s a large educational institution or government site e.g., Medline Plus, the content has presumably been vetted or peer-reviewed. Reliable sources also include major medical centers like MayoClinic.com.

For less well-known sites, keep in mind that the “Contact us” link does not necessarily tell you who owns it. Plug the site’s url into the search box at WhoIs.com, which will reveal the name and address of the owner – that is, if the owner hasn’t blocked the info from public view. If the owner’s name is blocked, do not trust the content on the website.

Look for an “about us” link. There you can find out more about the organization’s credentials. But credentials don’t tell everything. There are plenty of quacks out there with MDs and PhDs, selling snake oil.

Is the information current? If you get a lot of broken links, that means they don’t update their site very often.

Is the information published in scientific journals or in peer-reviewed media? Steer clear of sites that claim to have inside information that is proprietary. That’s just double-speak for “I don’t want to be subject to scientific scrutiny.”

Is commercial interest or sponsorship made clear? Can you tell at a glance which is fact and which is opinion?

Does the information sound too good to be true? Does the site claim to diagnose and/or cure with 95% or better success? This is unrealistic.

Find a review of the website or the authors by doing a search for [website or author name] review. Do the same for any treatments or products they recommend.

Check out these resources:

The National Library of Medicine’s 16-minute tutorial, “Evaluating Internet Health Information

HealthNewsReview.org – Interdisciplinary reviews and ratings of selected health-related news stories

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News Alerts – An Easy Way to Stay Current

emailDo you keep informed about the latest news and developments on the mental health front?

It’s quite easy these days. You don’t even need to go web surfing. With customized email alerts you can have relevant news and other timely content come directly to your email inbox.

You may already know about Google alerts, where Google will send you email with links to news and/or websites which match keywords that you specify.

Here are some more alert services:

Yahoo alerts: Similar to Google alerts, but since Yahoo and Google use different search algorithms, the results from each may be different. Also, Yahoo offers alerts via text message as well as email.

Twilert, a Twitter app, will send you email updates of tweets that match your keywords. You can specify tweets from specific people (e.g., journalists or authoritative sources) to help filter out irrelevant content.

SocialMention aggregates content from dozens of social media sites in addition to Twitter.

Other news alerts: CNN, New York Times and other news outlets offer alerts via email and/or text. Also, consider getting alerts from your local news media. There may be an opportunity for you to post a comment online at your local news site – which will draw the attention of reporters and members of your community.

Tips for setting and managing your alerts

Be specific. The more general your keywords, the more links you will receive in your email alerts. If you find that most of the links are irrelevant, change your keywords to be more specific.

For example, a keyword such as depression will bring you dozens or hundreds of links to news items mentioning depression. If you’re interested mainly in depression among divorced men, you’ll get more relevant links when your keywords are divorced men depression.

Schedule email alerts. With Google and Yahoo, you can choose to get email alerts as they happen (which can be overwhelming) or once a day. Google allows, in addition, the option of getting alerts once per week. Twilert and SocialMention send out emails once a day.

Route news alerts to a designated email folder. Create a folder in your email interface just for news alerts. You can move selected news alerts to this folder after reading them in your inbox. Or set a rule in your email program to automatically send all alerts to this folder. That way they won’t clutter your inbox, and you’ll also be able to find them easily when you have time to read them.

Share your finds. When you see an informative news story in your email alerts, send a tweet about it, or write a blog post. Not only will your sharing help inform others; it will also help establish your online presence as an expert.

For tips on subscribing to news and other content via RSS, see my related post, Save time by aggregating new content from your favorite sites

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Find Free Images For Your Blog Posts and Articles

It’s very easy these days to find images for your blog posts and articles. Images draw the reader in, and also break up the text for easier reading on a screen.

But be careful that you don’t violate copyright.  Just because a photo or other image turns up on a Google search doesn’t mean that it’s free to use.

Copyright law is quite complex and may differ across countries. To be safe, use images that are in the public domain or that specify conditions for which use is permitted.

Images in the Public Domain

The public domain includes works whose copyright has expired and works that were never copyrighted in the first place.

Images produced by the U.S. government are not copyrighted. They are owned by the tax payers. You don’t need permission to use them, nor do you need to give credit to the government agency (although it’s a nice thing to do).

The easiest way to find an image from the U.S. government website is to add site:gov to your Google search. This will yield search results only from government websites within the U.S., including states’ websites.

For example: depression site:gov

Note that there is no space around the colon in site:gov. When you get your search results click on Images at the top of the window. It will look something like the screenshot below. Also note that you can use the drop-down menu to specify the type of image – e.g., if you want only faces.

google search

One caveat in searching the U.S. government website: Not every image on the U.S. government website was produced by the government. Some come from outside sources. Usually this is noted.

More public domain works (U.S.):

  • In general anything produced before 1923 (e.g., pictures of Sigmund Freud) are free of copyright.
  • Works produced between 1923 and 1963 reverted to the public domain if their copyright was not renewed 28 years after the original copyright.
  • Anything released into public domain at any time by the author or artist is free of copyright.

To search for public domain images online, use one of the following strategies:

  • Add “public domain” to your Google search terms

Creative Commons License

Creative Commons allows those who create images and other works to grant certain permissions to users while still retaining the copyright. Many images posted on Flickr.com are licensed under Creative Commons. When you click on an image, you’ll see licensing info in the sidebar as in this example.

“Some rights reserved” in this case means that you must attribute the image to the photographer (in your post include “Image by so-and-so, via Flickr), and you cannot use the image for commercial purposes.

Other images may show “All rights reserved,” which means you’ll need to get permission and/or pay a royalty fee. In other words, not all images on Flickr are free to use, even for non-commercial purposes.

If you use Google’s Advanced Search window (accessible by clicking on the little gear icon at the upper right corner of your search results) you can filter by the type of license by scrolling to the bottom of the advanced search window to “Usage rights”:

google advanced license

 

You can also search websites that aggregate free-usage-rights images from various sites. The most popular are EveryStockPhoto and the Microsoft Clip Gallery.

Final caveat: with millions of free images online you may end up spending hours to find that perfect photo. Speaking from personal experience, I recommend that you consider the value of your time, and stop when you find something acceptable.

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CPT Codes Crosswalk

The time is almost upon us. On January 1, 2013 the new CPT codes go into effect. You can get the crosswalk (corresponding old and new codes) from the APA Practice Organization American Psychological Association Practice Directorate.

Also, be sure to visit www.apapracticecentral.org/codes frequently as they are posting updated information about the codes and reimbursement rates when available.

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It’s The End of the Year: Practice Tax Planning

One frequently asked question by those early in practice is “What expenses are deductible on my taxes?” In my book with Jeff Barnett, Financial Success in Mental Health Practice:  Essential Tools and Strategies for Practitioners we present a list of
business expense categories that we had taken as deductions. These include:

•    Office supplies – e.g., paper, pencils, pens, computer software, coffee, tea paper               cups,etc.
•    Telephone – e.g., telephone company charges, answering service, long distance calls related to the practice
•    Legal and Professional Services – e.g., consultation with attorneys, accountant fees, payments for transcription services, payment for a Psychometrist to conduct psychological testing
•    Office rent
•    Postage
•    Automobile – e.g., parking for practice-related activities, mileage allowance for consultation or volunteer services
•    Bank charges – to cover costs of business account
•    Books
•    Subscriptions to Professional Journals
•    Psychological Tests
•    Photocopying
•    Continuing Education (including costs of attending professional meetings including hotels and meals)
•    Professional Dues
•    Licensure Fees
•    Marketing – e.g., development of promotional materials, taking to lunch potential referral sources.
•    Furniture
•    Malpractice Insurance
•    Office Overhead Insurance
•    Computer hardware
•    Cell phone and pager.
•    Staff salaries and benefits.

So now it’s coming to the end of the year and you want to reduce your tax liability. Review the above list and see what you could be spending your monies on now rather than next year. If you do then the deduction is on this year’s taxes. Perhaps you can buy 6 months worth of anticipated postage? For psychologists perhaps instead of purchasing one pack of Beck Depression Inventories that you purchase 4 instead. Is it time to buy a new lamp for your office? New waiting room furniture? Have a new book (or books) that you think you will need next year, or want to subscribe to a new journal? Purchase/subscribe before the end of the year and it is a deduction for this year.

Know what it deductible and take a look at your income for this year and anticipated income for next year. It may be advantageous to make purchases this year rather than next year. It may similarly be advantageous to delay income to next year. If that is the case wait until the end of the month to bill your insurance cases for all of December. The monies won’t come until January and be credited next year.

Close inspection of your income patterns and knowing what expenses are deductible can help you better manage your tax liability.

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How To Find High-Quality Videos on Psychological Topics

Watching videos on psychological topics is a great way to educate yourself and your clients. But it’s getting harder to find quality video among the billions of files currently online.

If you know what you’re looking for, you can use a general search engine like Google. Type your keyword(s) into the search box. Before pressing Enter, click on “More” in the menu above the search results, and select Videos, as shown in the screenshot at left.

 

 

This will retrieve videos only, as shown below. Yahoo and Bing have similar options.

You can also apply advanced search parameters, as in this screenshot, which limits my search to educational institution sites.

Just want browse psychology topics presented on video?

Check out TED.com  and Science Daily Mind and Brain videos

A few websites have curated collections of videos:

PsychCentral – Top 10 Psychology videos (includes the Stanford Prison Experiment, The Paradox of Choice and An Unquiet Mind) and Channel N Video Blog

Psychotube – Primarily for teachers of psychology, but of interest to others. Dozens of categories.

All About Psychology

Free video lectures from top schools

And of course, there is Youtube.

You can search by keyword at Youtube.com or explore some of the psychology-related channels, e.g.:

APA: Lectures, keynote addresses and convention presentations on many interesting topics

British Psychological Society – Conversations and presentations of interest to practitioners and to the public

NIMH – Videos on research related to mental health and mental illness

And one of my fun favorites from psychology professor and former magician, Richard Wiseman. He shows a lot of mind tricks that you can perform in bars, like these:

What’s your favorite source for psychology or mental health videos?

Please leave a comment with the website URL.

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“So How Much Should I Charge for This?”

 

I have long advocated that as graduate educated mental health professionals we should take advantage of our entire skill set to make a living. We are not limited to assessment and psychotherapy, but over the course of my career I have earned money from conducting research, providing supervision, teaching, developing products, and writing.

I recently responded to an ad looking for a mental health professional to do some writing of website material for an organization. The task was not that difficult but I was limited in my time to be able to complete the writing deadline. So I asked a newly licensed psychologist that I knew if she would be interested in doing the main bulk of writing and I would serve in an editorial role. In doing this I offered her 85% of the consulting fee and I would keep 15% for my role. The task was to write ten 1-page papers related to different mental health topics according to a template provided by the client.

I then asked her this often difficult question for new professionals, “How much do you want to charge to do the writing?” I suggested that she think about it for a day. She then got back to me and said, “How about $400 for the ten papers. From my Internet search it seems like the going rate for writing is $40 per hour.”

I said, “Fine, I will ask for $800.”

The client wrote back an hour later and said please have the project completed within ten days.

The moral of the story is that it is important not to undersell yourself, undersell your services, and undersell the value of what you have to offer. You may offer to do work at a reduced fee because you find the work inherently interesting, want to learn a new area, want to get your foot in the door with a company or referral source, or because you have a value in offering “some” of your services at a reduced rate.

Another important issue is to make sure that you are not in a position of desperation for a piece of work (or for clients) and you will be in a better position to negotiate. In my book with Jeff Barnett, Financial Success in Mental Health Practice:  Essential Tools and Strategies for Practitioners we have a list of “Twenty Principles of Private Practice Success.” Principle Number 13 reads as follows:

Private Practitioners Need to Become Comfortable With Negotiating From a
Position of Strength. If You Are Desperate For the Job or Income You Will
Negotiate From a Position of Weakness. Strength is Found in the Ability to Say
No Thank You and Walk Away.

In this writing project I asked for double what my colleague was going to ask for to complete the work. I was able to do so (and she benefitted from it) because the work would have “nice to get” but was not something “I had to get.”

Ask for your value and often ye shall get your value.

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“Life Happens”: The Need for a Professional Will

 

Recently Chris Peterson, a leader in the Positive Psychology movement, died at age 62. It is a reminder that just because we are mental health professionals we are not immune from experiencing life’s trials, tribulations, and indeed the very ending of life.

In TPI “Interview with the Authors” (available in the archives for TPI members only) Brad Johnson and Jeff Barnett described Brad’s personal and professional experience in being diagnosed and treated for a brain tumor.

So what happens to our practices, our patients, our records, and our professional obligations if we become incapacitated or die?  Are patients left to “fend for themselves?”

Because of our obligations each mental health professional should develop what has been termed a “Professional Will.”   This delineates how you want your practice affairs handled in case of disability or death.

An outline of a Professional Will for a mental health clinician is provided on the website of Psychologist Ken Pope and may be found at  www.kspope.com/therapistas/will.php
According to Dr. Pope and his co-author Dr. Melba Vasquez the Professional Will should include the following sections:

•    Who takes charges?
•    Who serves as backup?
•    Coordinated planning for the Executor
•    Your office, its key, and its security
•    Your schedule
•    Client records and contact information
•    Avenues of communication for clients and colleagues
•    Informed consent
•    Client notification
•    Colleague notification
•    Professional liability coverage
•    Attorney for professional issues
•    Billing records, procedures, and instructions
•    Expenses

Pope and Vasquez suggest a legal review of the Professional Will, making copies of the document, and the importance of reviewing and updating the document.

Guidelines for preparing a Professional Will, along with a sample format, is provided by the State of Oregon may be found at http://www.oregon.gov/obpe/docs/guidelines_for_preparing_your_professional_will.pdf

A one credit CE course on writing the Professional Will is offered by The Zur Institute at http://www.zurinstitute.com/wills_clinicalupdate.html

Remember, “life happens” whether we want it to or not. Be professionally prepared in the unfortunate circumstance that it happens to you.

Posted in Uncategorzied | 2 Comments

What’s Your Unique Selling Proposition?

Most mental health professionals would not use the word “sell” or “selling” when describing their practices. But if you’re in private practice, you are a business person. And what you’re selling is your professional service.

If you Stand out from the crowdwant to stand out among your competitors (not only other licensed mental health professionals, but also uncredentialed therapists and coaches) you need to communicate why people should choose YOU over others.

One way is via your Unique Selling Proposition (USP).

Your USP should mention a strong benefit that would be important to potential clients, and that would persuade them to contact you rather than someone else.

Some USPs that you may already be familiar with:

“30 minutes, or it’s free” (Domino’s Pizza)

“Melts in your mouth, not in your hands” (M&Ms)

“Guaranteed. Period.” (Land’s End)

“Reads like paper with no glare, even in bright sunlight” (Amazon Kindle)

Obviously, the above USPs don’t appeal to everyone; nor are they meant to. They’re targeted to specific segments of the population.

  • Domino’s and M&Ms didn’t mention how good their stuff tasted. Their target audiences were busy families for whom convenience was more important.
  • Land’s End aimed to remove buyers’ hesitation about ordering clothes from a catalog.
  • Kindle’s USP targets people who are already buying books, and who might be considering other electronic devices on which to read them.

What’s your USP?

Think about what types of concerns that your clients have in common and how you can address them. Examples:

  • Special expertise in a specific area
  • Home visits
  • Foreign language
  • Free babysitting
  • Evening and weekend office hours
  • Easy access – convenient location, free parking, etc.
  • Free initial consultation
  • Accepting credit cards

Include your unique selling proposition on your business cards, website, and other marketing materials.

While other mental health professionals might offer similar expertise or convenience, your spelling it out may be the clincher for someone who is contemplating making an appointment.

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2 cool research tools

Most search engines serve up search results in a list, one result below the other. A few, like Yippy, cluster the results into subtopics, but they’re still linear and usually unrelated to one another.

Here are 2 interesting search tools that present your results in different ways.

instaGrok

Designed as a learning tool for students, instaGrok is useful for professionals as well. Results are displayed as a mind map, with interconnecting concepts. You can annotate and save your search as well. To get a better idea, watch this brief demo from the instaGrok team:

 

Ultimate Research Assistant

OK, the title may be a bit of an exaggeration. But this research assistant doesn’t party late at night, never calls in sick, and is ready to serve you 24/7. The Ultimate Research Assistant extracts not only relevant links, but also text summaries from online documents, and presents them in a narrative “report.”

For example, here’s a partial screenshot of my query, psychotherapy vs medication:

Most of the results come from high-quality sources. Also, note in the menu at the top of the screenshot, that you can also display the results as a visual mind map and download an mp3 computer-generated audio of the results.

Don’t toss Google just yet.

Think of the above tools as a way to begin your search. They help you narrow your focus. Then, take your refined concepts and search more specifically on Google, where you can limit your results to time lines, document types and other customizable parameters.

If this topic interests you, check out my post, Search Tips and Tricks for Finding Quality Content. (The Google Wonder Wheel mentioned in that blog post is now defunct. The tools on this page do essentially the same thing.)

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What we can learn from Apple’s marketing strategy

iphoneUnless you were off the grid last week, you know that Apple launched its new iPhone. You can’t do much more with the new model than the previous one. And bigger screens have been around for a couple of years now. So why the big hoopla?

To paraphrase a cliche, it’s the marketing, stupid.

Marketing lessons that we can learn from Apple:

1. Sell benefits not features. Before the iPad came out, people didn’t go around saying, “Gee I wish I had a tablet computer.” So how did Apple create a market for something people never knew they needed? They promoted the benefit: “140,000 apps at your fingertips,” rather than features such as size, weight and memory capacity.

Similarly, the original iPod was described as “1,000 songs in your pocket,” rather than as simply a device that played music.

How to adapt this strategy in your marketing

When describing your services, instead of naming the type of therapy you do (a feature) lead with benefits, e.g., What kinds of problems can you help people with? How will they be better off after seeing you? Promoting benefits appeals to emotions and more easily influences desire and action.

2. Convey Scarcity. Before the recent iPhone launch, Apple let it be known that the first run of units was limited. Thus people who really wanted an iPhone NOW were prepared to stand in line. Of course, this got media coverage as well, upping the competition and frenzy.

Scarcity in your practice

If you have large blocks of unfilled time, and someone contacts you for an appointment, you might try to be accommodating: “Thursday’s wide open for me. Name your time.” Don’t do it. It might give the impression that with all that free time, you’re not in high demand, so you must not be very good.

Instead say, “What’s your schedule, and I’ll see if we can find a convenient time for you.” At that point they’ll probably give you a window of time. If you can, offer them one or two time slots within their windows, e.g., “How about 3 pm on Wednesday or 9 am on Friday?”

3. Never compete on price. While other manufacturers are always having sales and slashing prices, Apple has trained consumers not to expect discounts. Their products cost more, and they don’t apologize for it. In contrast they focus on the quality and experience of owning an Apple product, beginning with the “unboxing ritual” and extending through excellent customer service.

How to promote quality in your practice

Consider the kind of experience you want people to have when they come to see you, beginning from the first contact. Pay attention to details. Don’t skimp on facial tissue, toilet tissue or other consumable products. Furnish your office so that it is comfortable and inviting. Return phone calls promptly. In other words, offer excellent customer service.

4. Get other people talking about it. Apple does some direct advertising, but it gets more mileage from the buzz and conversations among consumers. The company also has a corner on product placement in TV shows and movies. Last year 891 TV shows and 40% of box office hits featured Apple products.

When you see characters on the screen using iPhones, Macbooks and iPads all the time, this is tantamount to celebrity endorsement – except Apple doesn’t pay for these placements. They give away the units to be used in the shows.

How to get others talking about you

When someone else talks favorably about you, it carries more credibility than when you talk about yourself. As mental health professionals we can’t ethically ask patients and clients to provide testimonials.

However, there are other ways in which you can create a buzz about you and your services: community presentations, participation in health fairs, news and media commentary. If people learn something useful from you, they’ll tell their family and friends.

Also, speak up to your referral sources. If a physician thanks you for helping a mutual patient, take the opportunity to say, “Glad to be of help. I’d appreciate your passing along my name to your colleagues.”

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What do hedgehogs have to do with mental health practice?

In his classic book, Good to Great, Jim Collins writes that successful businesses have an important trait that is similar to hedgehogs: They have a singular focus and determination, and are experts in what they do.

Hedgehogs spend most of their time foraging for food. They are specialists.

You can apply this same type of focus to your practice by developing a specialty. Do one thing well. Study, train, get a mentor and become an expert. Be one of the best at it.

Hedgehogs also have a consistent strategy for dealing with adversity. When their environment is unpleasant (for example when they are bothered by another animal) they curl up, pointing their spines outward and do not engage. When the coast is clear they then resume their path with renewed determination.

You can do the same. When managed care, news reports, and colleagues all speak to the threats against practice, you do not have to engage. Ignore them. Instead, watch for opportunities. Then, when you’re ready, resume your path with renewed determination, figuring out what the next best steps will be to continue to develop professionally and to grow your practice.

For the past 30 years we’ve been told that private practice will not survive.  Yet, lo and behold, so many clinicians who have consistently focused on building a high quality practice with accompanying specialties have thriving practices. You can too.

Good to GreatGet the book, Good to Great, from Amazon.

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Save time by aggregating new content from your favorite sites

Are you still hopping from one website to another to read news and opinion pieces at your favorite sites? You don’t have to.

Most news and blog sites publish “feeds” of new content via RSS (Really Simple Syndication).  Instead of going to individual websites you can subscribe to several feeds and view them all at once in a single interface, like this:

google reader

 

To subscribe to a feed, look for the RSS icon like the one on the left, or look for a link to “subscribe.” (Check out the bottom of the sidebar on this page.)

But first you’ll need a “feed reader” (also called “RSS reader) to pull feeds from all the sites you subscribe to, and aggregate them within a single window.

My favorite is Google Reader which is pictured above.  Major web browsers such as Internet Explorer, Firefox and Safari have built-in RSS, as do some email programs. There are also several 3rd party feed-reader plugins for browsers and email.

For mobile devices like smart phones and tablets you can find apps that provide aggregated RSS content from several sources in a reader-friendly format.

You’re not limited to text subscriptions. Podcasts and videos are also available via RSS.

What’s your favorite RSS feed? Leave a comment below.

Posted in Productivity, Research | Leave a comment

Free vs Commercial Productivity Software

calculatorFor just about every commercial productivity tool there is a free counterpart.

Instead of paying up to $350 for Microsoft Office you can use LibreOffice or Google Docs for free. Both have word processing, spreadsheets and slideshow creators, which look very similar to the Microsoft versions. LIbreOffice and Google Docs can open and read Microsoft files, and even save those files in Microsoft-compatible format – handy when you’re sending them to other people.

For desktop publishing such as brochures, business cards, pamphlets and booklets, try Scribus instead of Microsoft Publisher or Adobe InDesign.

An alternative to Quicken or Microsoft Money is AceMoney Lite, rated favorably by the tech website, CNet, as well as by Consumer Reports. Unfortunately it’s on the Windows platform only. For Mac, Windows and Linux, take a look at GnuCash.

If you like to work with images, Photoshop can set you back up to $700. The open source products Gimp and GimpShop will probably get the job done for free.

More free programs are at the open-source hub, Sourceforge.net.

Drawbacks of free and open-source software

  • No guarantees or live support. Commercial products from Microsoft, Intuit and others are backed by guarantees and offer tech support (although it’s not necessarily free). Open-source products offer support only through online forums. There is no phone number to call to get your question answered. Nevertheless, these forums are typically quite active, and the archives may already already contain the answers to your questions.
  • Decentralized documentation. The commercial product websites have their manuals, tutorials and support all on the same site. For open-source software, documentation is scattered in many places online. But they are easy to find via Google search.
  • Lost in translation. When you save a document from LibreOffice as a .doc file, it can be opened by someone who uses Microsoft Word. However, since the two programs have different algorithms for rendering the page, some of the formatting can be lost. What you set as bullet points may look entirely different in Word.
  • Fewer features. Gimpshop does not have all the features of Photoshop. Google Presentations is not as robust as Powerpoint. Chances are you use only a small percentage of all the features in the commercial programs, so this may not even be an issue for you.
  • Unpredictable update schedule. Since most open-source software development is done by volunteers, they may have day jobs that take precedence. Thus, open-source typically lags behind commercial products in terms of the latest bells and whistles.

 What about security?

Security is an issue in all software. Every few weeks there seems to be a news story of a security leak, usually in a commercial product.Even though open-source code is freely available, it does not seem to be a frequent target of hackers.

Bottom line…

If you need a lot of hand-holding in using software, stick with commercial products. When you run into problems you can contact the company or a techie friend who is familiar with the product.

But if you are comfortable with exploring on your own, do try the free software. If you get stuck, check the Help menu before searching online.

There are many free options to get your work done. Before deciding on which software to try, consider reading a couple of comparison reviews. Your search might look like this:

libreoffice “google docs” compare

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Help Clients With Inspiration From The Olympics

In my work with clients in psychotherapy I like to weave current events into our discussions when appropriate. I’ve found that it helps give people a point of reference in understanding their own situation and their coping skills.

None of my current clients is a professional athlete. But this week I’ll probably find a way to draw on the Olympics as a source of inspiration and motivation.

Psychologists who have studied Olympic athletes have identified common psychological characteristics that help them succeed. For example, Daniel Gould of Michigan State University has found the following:

1. Knowing how hard to push – Work hard but don’t overtrain.

2. Optimism – Searching for solutions

3. Self-awareness – Knowing what you need to work on

4. Intrinsic motivation – Personal quest for excellence

5. Adaptive perfectionism – Focus on achievement, with low concern for mistakes

6. Plans to deal with distractions – Helps keep focus during performance

7. Having a routine and sticking with it – May be the most important strategy for long-term success

All the above apply to success toward any goal, not just athletics. Most people know this, but with the backdrop of the Olympics, they may be more motivated, especially if they’re inspired by some of the athletes’ stories.

Stories are much more powerful than research statistics. People do not personally identify with statistics. They do relate to others’ stories and are influenced by them.

Here’s a video of Olympic judo contestant Kayla Harrison, who followed her dream, despite being sexually abused by her former athletic coach.

Find biographies of current Olympic athletes here, and past champions here. More stories will come out as the Olympic games unfold.

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“You can’t chase more than one rabbit at a time.” Elizabeth Halper, Ph.D. 2012

What great advice! So many of our colleagues try to build their practice by trying many different initiatives at once. “I’ll start a group practice, build a niche in eating disorders and hire a biofeedback clinician, while I write a book and hire a marketing consultant.”

Chasing rabbits depletes our focus and energy. And, the rabbits win.

Instead, do the following…

  • Build a business plan. Determine your practice initiatives for the short-term being sure to incorporate a financial analysis of what you are considering
  • Choose your current short-term goal and pursue it with persistent drive and intensity.
  • Don’t get distracted into trying to accomplish too much at once. Stay focused on your priorities.
  • Follow through on one goal before going on to the next. Often we actually accomplish less when we try to multi-task.

 

 

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Social Psychologist Gets Standing Ovation at Skeptics Conference

I recently returned from The Amazing Meeting (TAM 2012) in Las Vegas. TAM is a gathering of skeptics who come from several countries to address critical thinking in social and physical sciences, medicine, public policy and more.

Social Psychologist Carol Tavris, Ph.D. gave the keynote speech on the topic of “pseudoneuroscience” which drew a standing ovation from the audience. Carol is an outstanding speaker. She acknowledged that while neuroscience and brain imaging are valuable tools, the general public (thanks in large part to the media) is lulled into believing that fMRi and other imaging has greater validity than human experience.

dead salmon

But fMRI data can be massaged to the point of absurdity.  As an example Dr. Tavris cited a study in which a dead salmon was “shown” photos while its brain was being scanned by fMRI. Later, when analyzing the image pixels the researchers found what appeared to be activity in the dead salmon’s brain.

Just how independent can our thinking be?

Especially effective was a demonstration by science writer Brian Dunning, of a variation on Solomon Asch’s conformity experiment.

As Dunning escorted five volunteers to the stage he whispered something in each person’s ear.  The audience later learned that he had instructed all volunteers except one to give wrong answers to his questions. (He told the fifth volunteer to remain on stage after the demonstration.)

Then came the questions, including:

“Which has more moving parts – a Rubik’s cube or Lego set?”

“Which is heavier – a school bus or a locomotive?”

The five people gave their answer in turn – four of them having been previously instructed to answer wrong. The fifth volunteer looked confused much of the time. In response to some of the questions he went along with the other people’s wrong answer.

It’s one thing to read about this in a textbook. But the message really sinks in when you see it happen before your eyes with subjects at a skeptics conference who are self-selected as independent critical thinkers. How vulnerable we all are to peer conformance!

Not all fun and games

 While many of the presentations had humorous and entertaining moments, the take-away message was serious. There’s a lot of misinformation and products out there based on pseudoscience and on snake oil. And people can be harmed by these things, as shown on Tim Farley’s “What’s the Harm” website.

Million Dollar Challenge

For several years the James Randi Educational Foundation has held over $1 million in an escrow account, to be awarded to anyone who can demonstrate, via scientific method, the existence of a paranormal phenomenon.  There have been many contenders, but no one has been able to claim the prize.

Last week’s contender at TAM, who claims that a special chip in bracelets and necklaces that he sells can make you stronger, more focused and enhance your performance, failed miserably in his demonstration.

Unfortunately, there’s no video available from last week’s event, but here’s a clip from a 2011 show on ABC featuring a few psychics who try for the million dollar prize.

 

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Make handouts that people will keep and read

Paper stackLast week I returned from four stimulating days at the Pennsylvania Psychological Association convention. Apparently paper handouts are still popular, judging from my take-home stash of over 100 pages.

I feel guilty about saying this, knowing how much work the authors put into preparing their presentations and handouts. But I’m probably going to throw most of them away. The least useful are the stapled packets of slide images. Granted, they do include most of the slides from the presentation. However, the images are rather small and hard to read – especially those that are dense with text. And I prefer to keep all my handwritten notes in one place rather than scattered throughout the stapled pages.

The next least useful are agency flyers and promotional information. I may set them in a pile on the shelf for future reference. But chances are if I want to know more about these agencies and services in the future I’ll search online.

The handouts I’ll probably keep are those that:

  • Are most relevant to my work and interests
  • Summarize the material in a logical way
  • Include links and references

There may be some research on the “best” type of handouts, but ultimately it depends on how you want your audience to use the take-home information.

For example…

When I give a talk to a lay audience my handout has a brief explanation of the problem and a heavy emphasis on application to their own lives and action tips.

If I’m teaching a course or multi-day workshop to a professional audience, I’ll have a variety of material, including work sheets, supplementary articles, and slide images bound into a workbook.

For convention-type presentations  to professional audiences I strive to make my handouts conform to the bullet points above.

At the recent PPA convention my presentation on how to find authoritative content online had 92 slides. The handout was one double-sided cheat sheet. Wouldn’t you rather have all that content summarized for you rather than having to slog through page after page of slide images?

Keep that in mind when preparing handouts for your next presentation.

Here’s my PPA handout, by the way. If you do much online research, click the link to download it and keep it by your computer.

LinksAndResourcesforSearch2012 Wallin

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Marketing during the summer – why it’s important

September is one of the busiest times for mental health professionals. Are you ready?

WHAT? It’s not even the first official day of summer, you might be thinking.

True, but summer goes by fast. In just a few weeks, stores will move warm-weather clothing to clearance racks as they bring in new merchandise for fall. TV networks will start promoting their new program lineups. Ads for school supplies will be popping up everywhere. And NFL pre-season football starts Aug 5.

All this is designed to get you in the mindset for the fall. Of course, few people are going to purchase winter coats or snowmobiles in the middle of summer. But they may start looking at them, anticipating that they might buy them later on.

It’s a similar process for people who are thinking about making changes in their lives come September. They’re not quite ready to take action. But when they are, wouldn’t you like them to think of you first?

Prochaska's "Stages of Change" model

In his Stages of Change model James Prochaska describes how people make decisions and take action toward healthier behaviors. Before they get to the Action stage, they start thinking about the changes they need to make (Contemplation), then begin committing to taking action (Preparation).

These are individual, internal states. People progress (or not) from one stage to another in their own time. Even if they need help, no one can force them to want help, nor to seek help until they are ready.

However, by ethically marketing your services through the summer, you can reach people who are currently thinking about making changes in their lives. Get more visible in your community through writing, networking and public talks. “Show up” frequently.

That way, during the fall season (traditionally associated with new beginnings) when many people move to the Preparation or Action stage and start looking for help, you will be at the top of their minds.

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Marketing: You Never Know When It’s Going to Pay Off

In their blog pieces Why Give Away Your Time? Do the Math and Community Presentations – A Great Way to Get Referrals” Jeff Zimmerman and Pauline Wallin speak to the need for being involved in your community.

Presentations are a way for you to demonstrate your skill set and to give people an inkling of what type of person you are. It helps them decide if they will take the risk of opening up to you in a counseling session.

Whether it be by active marketing (e.g., making presentations, going to lunch with potential referral partners) or less active marketing (e.g. writing articles in local newspapers, sending articles to physicians on behavioral medicine treatments) – in order to fill our practices we have to let people know who we are and what we do.

Most marketing efforts will never result in any direct referrals to your practice. This is just the nature of marketing. However, you do not need to have all marketing efforts pay off, just a certain number and a certain quality of referral partners.

growth

Some marketing efforts pay off immediately. I have had the experience of doing a presentation in the morning at a workshop for bariatric surgery patients, and that afternoon receiving a call to schedule a therapy appointment to address issues of emotional eating for the client.

Not every marketing effort results in referrals right away. Some result in referrals at a later date. I have done presentations in the community and someone calls me up and says, “I heard you speak three years ago at the hospital. I decided then that if I ever needed to see a shrink that you were the person I was going to call.”

Some marketing efforts pay off at a much later date. When I moved to Atlanta I sent letters of introduction to all of the Addiction Medicine physicians in the area. I let them know about my previous experience and how I might be helpful to them in their practice. Three years later one called me and said, “I saved your materials. Unfortunately my long-term psychologist just passed away. I’d like to talk with you about doing evaluations with my patients.”

Some marketing efforts pay off in unexpected ways. Early in my career I noticed in the newspaper that a substance abuse treatment center was doing talks in the community. I called them up and said, “I’m a psychologist that does substance abuse work. Would you like for me to do one of these community talks for you?” They responded, “No, we have no interest in you doing something like this for us. However, we do need a psychologist to evaluate our patients. Can we meet?” This telephone call led to more than 3000 referrals for psychological evaluations for patients in residential substance abuse treatment centers and helped shape my career.

The bottom line is that you never know when marketing will pay off. Therefore, consistent marketing should be a regular part of your strategy in developing and maintaining your practice.

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Why give away your time? Do the math.

Do you get asked to give talks for free? How do you view these requests? Are people trying to get your professional time and expertise delivered free to their audience? Is it more uncompensated time out of the office?

Or, is it a tremendous opportunity to showcase your expertise to interested people? Here are two real examples:

A physician’s office routinely asks you to come in, give a pertinent lunch time talk and also bring lunch for the staff. After a few such presentations, you notice you are getting about 5 referrals a month. If, on the average you make $100 per visit and each client is seen for an average of 8 visits that equates to $48,000/yr (5x8x12x100). That’s a pretty good return on investment, even if you buy lunch for the practice.

Your local business association asks you to do an hour talk for their members on dealing with difficult employees. It requires slides and lots of prep time. All told, given travel time, this project takes a full day of your time. However, subsequent to the presentation you are called by one of the attendees and wind up running a corporate retreat and then serve as a consultant for the company on an on-going basis, all of which is paid for at your consulting rates. Another good investment in the long run.

Moral of the story:
-Hone your speaking skills
-Build relationships with people who may invite you to present
-View such opportunities as wonderful investments that can put you in front of interested people who may engage you and pay for your services.

For more information about giving presentations see another one of our blog posts: Community Presentations – A Great Way to Get Referrals http://thepracticeinstitute.com/archives/4476

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When Collecting Every Penny Possible is a Mistake

When Collecting Every Penny Possible is a Mistake

Steven Walfish, Ph.D.

I conduct substance abuse evaluations as part of child custody cases. As part of the evaluation process I request records from previous therapists the parties may have seen
for individual or couples therapy.

By law clinicians are allowed to recoup costs for copying and providing records.  It makes good business sense to collect these monies to offset overhead costs.

I requested records from Dr. X. He calls and says he will be happy to send me the records but first wanted me to know the chart was 175 pages long. He computed the amount due to be $170.80 and he would mail the records once he received the check from me.

So I called Dr. X and said, “While I know you are legally entitled to $170.80 I find this to be an outrageous fee for a clerical task. Therefore, I would like for you to accept $35 instead, because I think that is a more reasonable amount.” He replies, “I know this is an outrageous fee but it is what the law allows so this is what I’m going to charge. Pass the fee on to the clients who are millionaires.”

I do not pass such fees on to my clients. While I probably may do so: (a) it was not included in my financial agreement (since no one had ever asked for reimbursement previously) with the client, and (b) it doesn’t fit with my personal values.

I ask Dr. X to reconsider and he declines. On an occasional basis I have referred clients to Dr. X because he is an excellent clinician. I inform him that I will no longer do so if he won’t budge. He stays steadfast with his request to collect the outrageous fee.

In our book Financial Success in Mental Health Practice Jeff Barnett and I discuss the importance of maintaining good customer service practices.  This is with the clients that we see in our offices and the gatekeepers that send us clients to see. There are lots of excellent clinicians in my urban area to refer clients in need. Because of this customer service practice Dr. X is no longer on my referral radar.

In this instance Dr. X earned an additional $135 above what I offered for copying and mailing the records.  Because no future referrals will be coming his way he lost out on revenues from potential future clients, as well as clients that those satisfied customers that he treated may have referred his way.

The morale of the story: Be reasonable in your financial decisions and people will remember your reasonableness. Be unreasonable in your financial decisions and people will remember your unreasonableness.

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Listed with “Psychology Today”?

You Can Get Useful Information from Their Summary Stats

Psychology Today is frequently visited when the public wants to find a mental health clinician. If you’re listed there you get summaries of the activity on your account. What do they mean? Can they tell you anything?

 Here’s an example of one such data summary. Lets say that it’s yours.

  •  5741 Searches for help in your city and zip
  • 1052 Views to your profile
  • 2 Emails sent to you
  • 41 Clicks to your website
  • 19 Phone calls to you

Lets look at what it reveals.

There’s a lot of activity in this city and zip and over 1000 views (18%) of your profile. That’s a lot of viewers. 62 (6%) of these viewers take another step towards you by emailing, clicking through to the website, or calling. 21 (2%) actually reach out to make contact by phone or email.

While certainly some of the 21 contacts can convert into office visits and more than cover the monthly fees for your listing, you can make this marketing investment work more for you.

One thing these data show is that your profile (or website) may need to be modified to convert more views to calls and emails. An easy experiment would be to review and modify the profile and then track the shift in emails and calls going forward.

What you can do:

  • Check the stats of your own Psychology Today profile or other directory profiles
  • If you’re getting lots of views but few or no calls:
    • Revise your profile to make it more engaging
    • Consider making changes to your website
    • Compare the stats going forward with your stats today

Creating a more engaging profile might easily boost the number of viewers who actually contact you.

TPI Members can find out more about marketing by listening to our Interviews with The Experts.

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