Jill asked this question:
“When working in a group practice, how do you balance marketing your services and also the group you belong to?”
There are different scenarios where it may be necessary for you to market yourself in a group practice. You may be in a practice where referrals are given to you but you still want to make your own connections in the community and online, in order to build your credibility and market your specialty. On the other hand, you may be in a group practice where it is agreed upon that you must take part in marketing to get your own clients, where marketing the group practice as a whole is part of the strategy.
Here are two marketing strategies that you can consider trying in this case. What you do will depend on a number a variables. I suggest you choose the option that will work best, depending on the group scenario that is applicable to you.
Target your networking and marketing message to the people and organizations that fit YOUR skills and/or specialty and add a phrase about the group practice you are in at the end.
You will help the referral source understand what you do and what you can do for the populations they work with. Then you mention that you are part of a group practice that can meet many of their other needs because they serve people dealing with… [ fill in the blank]
For example: I work with women and men you struggle with harmful relationships with food. I am a Licensed Professional Counselor specializing in eating disorders. I am also part of a group counseling practice with other licensed therapists, who work with people ages 3 and up, specializing in trauma, addictions, and many other challenges.
**So you are putting yourself out there FIRST and then you make them aware of the group practice and the other counseling skills represented.
Present an ALL INCLUSIVE message. Target professionals and organizations that can use your skills and/or specialty as well as the counseling skills represented in your group practice.
You may target organizations that can use your practice as a step down service, once a person has completed their time at that organization. You can also target professionals that can use your service as well as several others in the group.
For example: If you work primarily with children but others in your practice work primarily with couples, targeting a divorce attorney means you can see the children and your colleague(s) can see the adults.
**Both choices really depend on your time, resources, and your strategy. You have to have a plan on this one. Otherwise, you will find yourself exhausted, stressed, and falling behind in being marketing consistent.
Are you in a group practice right now?
How do market yourself and/or the practice you belong to?
This is exactly the situation I am in, as you know, Camille. I try to do what you say in your first suggestion (which is BRILLIANT, btw) while also targeting the type of professional that can use both of us (divorce/custody attorney, hospice, funeral homes). I want people to know that I am the primary contact for the group in adult grief & depression, but that my colleagues see the adolescents & children in the practice. You are right that it is a bit confusing to balance, but I try my best :o)
Hi Kim! It’s always great to see you on the blog/vlog. You can really feel pulled between being loyal to your gifts and dreams and at the same time helping the group practice that is helping you live out those dreams to help others. If you are just starting out, you may want to use option #1 and then as you build your client base you can ease into option #2.