by Iris Lipner, CSW, BCD, Private Practice in Brooklyn and Manhattan, coauthor " Saying Good-bye to Managed Care: Building Your Independent Psychotherapy Practice" [Springer Publishing 2001]
(August 2001)
About 10 years ago, the managed care epidemic began. Initially, I was not sure that it would impact on my independent psychotherapy practice but soon many aspects of my work were permeated by the unreasonable and unprofessional requirements of the managed care organizations. My outrage at managed care challenged me to change, to assert my professionalism and to learn some business sense. Most of you also have had significant life experiences that have challenged you personally. For you it may have been coping with a divorce, an academic hurdle or a physical illness. You learned to overcome these obstacles, face your inner conflicts and deal with your fear of taking risks. Creating an independent practice takes the same path. Using a problem solving approach, you can shape the skills that you already have to become a successful independent practitioner. Form a business building relationship to yourself, where you develop solutions that work for you based on your strengths, skills and knowledge. Use your personal, academic and job experiences as a bridge to motivate you to change and overcome your obstacles to success.
Developing a business mind takes a realistic strategy so that you can learn how to be a social worker/psychotherapist/business person. Unfortunately, our graduate education did not give us a foundation in developing a business and we need to learn these skills to have a viable practice. Whether you are new to independent practice, have a part time practice or a full time practice, you need to have a vision of what you want your practice to be and what you like doing best.
Specialization/Diversification:
Clinical knowledge, solid training and experience may be enough for providing good treatment. It is, however, not enough to get referrals and attract clients. Consider some of your unique skills and knowledge and think about what you enjoy. Can you develop what you already know or do you need to learn additional skills? Imagine yourself working in this area and allow it to become a focal point for your development. Developing a specialization identifies you and individualizes you to the profession and the public. Choose one of the hundreds of niche markets --for example: grandparenting, infertility, weight management, grief and bereavement counseling to name just a few. It is important to consider if your niche has a consumer market and if consumers are able and willing to pay for your services. Design your own track and integrate your knowledge with the skills you will need for mastery. You may need to take some additional courses, workshops, or seminars to expand your knowledge and gain advanced skill.
Marketing Materials
Marketing is everything you do to promote yourself and your psychotherapy practice. A common myth is that you just have to be a good therapist and referrals will come. But consumers do not know you or what you do unless you educate them. A good business card tells who you are and what you do. They are our first marketing tools. Where ever you go they need to go with you. Review the marketing materials that you already have-- stationery, flyers, brochures. To get the word out about you become a positive and strong communicator so that the public can understand and can see the impact of your services in their lives. Consider a newsletter, do some public speaking, give a workshop, develop a web site. Take the mystique, vagueness and taboo out of clinical work and replace it with broader public understanding of the value, importance and logic of treatment. Translate social work/psychological jargon and clinical issues into terms that consumers will understand.
Contacts And A Plan
Work out a plan for marketing by setting aside some time on a daily basis. This is an appointment with yourself. To be successful, you need a time line, at least six months, and a task outline- assessing your target population, learning skills, developing marketing sources and techniques to promote your service, as well as creating a talk, flyer, or brochures, and a networking list. Most successful therapists believe that there is opportunity for all but they do not ignore the market situation. Fight your fear of rejection and focus on the services that you are providing and the enjoyment you get from your work. Be creative and give yourself some positive reinforcement. Expand your networking contacts. Become more visible and join organizations, network with your friends, neighbors and with the professionals you know. Some people work better when they talk with others. Involving yourself in a peer group, joining a practice building group or seeking the help of a trusted mentor may be what you need for the help and support of your efforts.
Developing an independent practice takes patience, work, courage, and creativity. Take the initiative and the challenge of building your independent practice. You can fulfill your aspirations, reach your practice potential and create a successful and gratifying independent social work/psychotherapy practice.