what we didn’t learn in school - genesis...
TRANSCRIPT
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What We Didn’t Learn in School …
Building a Successful Private Practice
Trina Young Greer, Psy.D., LCP, LMFT, LPC
Steve Greer, BS
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• Practice Management Survey
• Setting the Stage
• Entrepreneurial Mindset
• Business Basics
• Building Blocks for Success
• Keys to Growth
• Next Steps
Agenda
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Setting the Stage
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Potential Conflict of Interest
We are the owners of Genesis Assist
(Booth 445)
Medical Billing * Insurance Credentialing * Consulting
www.GenesisAssist.com
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Practice Management Live
Look for the following logo on topics we
have a Podcast on for more information
Available on iTunes & GenesisAssist.com
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“Everyone should eat and
drink and take pleasure
in all his toil – this is
God's gift to man”
Ecclesiastes 3:13 ESV
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What Attracts You to
Private Practice?
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PROS
• Being your own boss
• Flexibility
• Earning potential
• Control
Nationwide Poll Results
CONS
• Economic uncertainty – Managed Care
• Responsibility for all costs
• Isolation
• Management work
Walfish and O’Donnell, 2008
Barnett and Henshaw, 2003
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What Concerns and
Challenges do You
have with Private
Practice?
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• Marketing
• Finances
• Clients
• Insurance
• Business Aspects
2013 AACC World Conference Poll
Greer, 2013 – Building a Thriving Practice in the 21st Century
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Is Private Practice
Right for YOU?
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• Can you handle uncertainty?
• Are you energetic?
• Can you handle change and failures well?
• Are you passionate about your vision and goals?
• Do you look at life from a standpoint of what can be improved?
• Are you willing to take risks or leaps of faith?
• Are you committed to developing an Entrepreneurial mindset?
Checklist
Adapted from Baron and Shane (2008)
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Entrepreneurial
Mindset
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Why is this
Important?
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“…what is risky and what is
safe has changed
permanently. … The new
reality is that working at a job
may be a far riskier choice.”
Chris Guillebeau, The $100 Startup
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Genesis Counseling Story
“Accidental Entrepreneur”
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“If you don’t start
thinking like a
business owner, your
Vision will die.”
Randy Case – C12 Business Consultant
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• Therapists don't go to school to be business
people
• Most graduate programs don't provide
training in business
• Therapists can have an elitist attitude
toward people helping versus making
money (Walfish and Barnett)
Overcoming the Mindset Bias
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How Can You
Create Value for
Your Clients?
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• Focusing First and Foremost on the Client – Genesis: “Win With Every Client Every Time”
– Winning at the First and Second Moments of Truth
• Giving People What They Really Want or Taking Away What They Don't Want
• Business Focus: Adding value that people will pay for
Value Creation
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A key to practice
success is changing
your relationship to
your practice
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The Three Essential Roles
Adapted from E-Myth Revisited, Michael Gerber
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• Dreamer
• Creator
• Inventor
• Developer and Gatekeeper of Vision
• Sees the Outcome – the ideal
Entrepreneur
Adapted from E-Myth Revisited, Michael Gerber
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• Turns Vision into Systems
• Enabler
• Organizer
• Bridge between Entrepreneur and
Therapist
Manager
Adapted from E-Myth Revisited, Michael Gerber
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• Producer
• Doer
• Provider of Therapy
• Why We Went to Grad School
• What We Love to Do
Therapist
Adapted from E-Myth Revisited, Michael Gerber
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• Most Therapists who start their own
private practice are not Entrepreneurs –
they are Therapists suffering from an
Entrepreneurial seizure
• The Rules of the Game have changed
• We have to change our mindset to
succeed
The E-Myth
Adapted from E-Myth Revisited, Michael Gerber
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Working On the
Business versus In it
www.genesisassist.
com
27
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Business Basics
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• The Challenge: 30% Less People received
Psychological interventions (2008 compared to 1997)
– shift toward medicine alone
(Dr. Katherine C. Nordal, “Where has all the psychotherapy gone?” APA, Nov 2010)
• Niche: specific, targeted group of people who
“gather” and have common needs and wants
Find, Attract, Keep Clients
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• Examine Your Passions, Gifts, Experience and Calling
• Who Do You Want to Serve & How?
• Focus – Smaller is Bigger
• Clarify Your “Who’s” Wants & Needs
• Evaluate, Test, Launch
• Examples:
– birth trauma and other pregnancy issues
– military wives
– kids with Asperger’s syndrome
Finding Your Niche
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• The idea can feel very uncomfortable
• There is no “one size fits all” plan
• Know your message
• Identify who needs to hear it
• Pick what works best for you
Redefine Marketing
Adapted from Be a Wealthy Therapist, Casey Truffo
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“Most therapists feel more
comfortable taking a full
sexual history from a new
client than they do talking
about their fees.”
Be a Wealthy Therapist, Casey Truffo
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• Develop & Work Your Personal Marketing Plan
– Passive
– Active
• Identify the marketing steps that fit your personality
– Take steps to build relationships
– Regularly communicate
– Speak for community groups, churches, etc.
– Etc.
Your Marketing Plan
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• Be an excellent Therapist
• Be flexible to the needs of your clients
• Find new ways to serve your “Who”
• Consider joining a busy group practice
Proven Steps
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• Website
– Keep it Simple
– “Who” Focused
– Provide Value
– Search Engine Optimization (SEO)
• Organic Search Ranking
• Pay-Per-Click Advertising
21st Century Marketing
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• Leverage Therapy Directories
• Blog – Your Own and Guest
21st Century Marketing
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• Key Considerations
– Be Strategic
– Draw Boundaries
– Define you Goals
– Finish Your Profiles
– Be Relevant
– Be Careful
– Give More than You Take
Social Media
Adapted from: TOM’s Tips to Fill Your Practice, Create a Following or Promote Your Book Through Social Media, Blogging and S.E.O.
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The Most Important 2 Days
State of the Business Owner 2014
• Business owners who spent at least
40% of their time on sales &
marketing
– 60% more growth in revenue
– 200% more growth in profit
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Customer Service Reality
shankmanhonig.com
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• Cash & Check
• Credit Cards (Fees)
– Traditional Merchant Services
– Mobile Payment Providers
• PayPal
• Scholarships
• Insurance
Establish Ways to Get Paid
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• Benefits: Able to Serve More Clients & Increased Referrals
• Challenges – lower reimbursement rates
– more administrative demands
– stress
– short-term treatment models only
– insurance company may affect quality of care
Managed Care?
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Building Blocks For
Success
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• Spend Time on the Foundation
– Clarify Your Values
– Define Your:
• Dream
• Vision
• Purpose
• Mission
First Things, First
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• Vision – What are you building?
• Mission – Why does this practice exist?
• Objectives – What results & goals?
• Strategies – How will you build?
• Action Plans – What is the work?
One Page Business Plan
Adapted from: One Page Business Plan by Jim Horan
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• The Bus (Jim Collins)
– The Right People On the Bus
– The Wrong People Off the Bus
– Everyone in the Right Seat
• Establish a Hiring System
– Based on core values
– Clear role description & what counts factors
Solo or Group?
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The Criticality of Alignment
State of the Business Owner, 2013
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• Role Descriptions – link to mission &
expectations
• Work Plans
• Policies and Procedures
– A battle worth fighting for
– Standardize – same great service regardless of
who
People Systems
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• Why Measure?
• The Critical Choice of What to Measure
• Regular Review & Plan Adjustment
You Get What You Measure
2011 2012 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 2013 IYA
Sessions 1351 1492 1734 1595 1476 1898 1927 1791 1875 1757 1.18
New Clients 148 187 242 202 191 250 225 229 194 219 1.17
% No Shows 8.3% 8.5% 9.9% 8.1% 9.7% 9.4% 8.9% 9.5% 9.4% 9.0% 1.06
GENESIS DASHBOARD
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• Focus on Net Income
• Monthly Review of Profit & Loss Reports
• Manage Overhead Costs
• Loss Analysis & Elimination
• Challenge: Total People Cost as a % of Sales
– Standard for Business: < 50%
Financial Management
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• Coaching
• Neurofeedback
• On-line Therapy
• Speaking
• Passive Income (workbooks,
instructional DVDs, eBooks, etc.)
• Learn from others
Multiple Streams of Income
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Keys to Growth
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• Choose the Learner Path
• Develop Your Leadership
• Focus on the 20%
• Win with Clients & Referral Sources
• Constant Forward Motion
• Framework that Connects
• Build a Winning Team
Growth Ingredients
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• Internal & External
– Clinical and Operations
– Lawyer
– Accountant & Bookkeeper
– Technology Support
– Insurance Credentialing
– Medical Billing
– Private Practice Coach/Consultant
Team Sport
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Next Steps
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• Private Practice is a business
• There are 3 key roles you must play – Therapist,
Manager & Entrepreneur
• Marketing, marketing, marketing
• Win with your clients & referral sources
• Framework of systems focused on your vision
• It takes a team ... choose carefully
Key Points
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• Personal Action Plan
– What is 1 step you will take in the next
week?
– Who can help hold you accountable?
Follow-up
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• Booth 445
• GenesisAssist.com
• 855-282-1777
Want Help?
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GenesisAssist.com/2014APA
Presentation Download
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What We Didn’t Learn in School …
Building a Successful Private Practice
Trina Young Greer, Psy.D., LCP, LMFT, LPC
Steve Greer, BS