How do you market something that’s intensely personal? How do you get someone to feel comfortable about reaching out to get help with their mental health? And even more important… as a psychologist, how do you set yourself apart from the endless lists of random practitioners that show up with any web search?
This was the problem that Roger Fisher was facing with his Counseling practice.
He knew he could help people. That he could work with them to learn how to cope with depression, anxiety, addiction…
But the regulations in his field kept him from doing any sort of traditional advertising, and even if they didn’t, that’s not really how he wanted to do things.
Roger had gone through all the schooling, gotten all the credentials, helped countless people, even rose through the ranks to become the President of the Indiana Chapter of the Employee Assistance Professionals Association and the Board President of the Indiana Problem Gambling Council. He’s among the best in his field. But it wasn’t enough. His schedule was still going unfilled.
I met Roger over a cup of coffee. Having never met him before, I was kind of expecting him to be a stuffy, analytical type, but he was actually really down-to-earth and easy to talk to. He didn’t filter himself from throwing in the occasional swear word, or try to tell me what he thought I wanted to hear. He was… a real person.
Roger told me all about his practice and how he felt like if people only KNEW him how much easier it would be for them to reach out. He told me how most people who need his help don’t have a clue what to expect with therapy, and how most think it’s this big, scary thing that they have to do forever once they start. Or how they would have misconceptions about therapy based on what they’ve seen in movies or heard from others. He just wanted to set the record straight and let people know what to expect from him and his practice.
Our solution for Roger was simple. We had to introduce people to Roger and demystify what it means to go to therapy.
We would do this with two videos.
The first was what we call a Video Business Card. It’s basically an introduction. A “top-of-funnel” piece for all of you marketers out there. In this video, we would have a discussion with Roger about therapy and why people might benefit from it. More importantly, we’d discuss why Roger is uniquely qualified to help with the types of issues he works with his patients on.
The second video would demystify the process. What can you expect when you come to therapy? What are the steps?
This would help to disarm people who might have preconceived notions about what it means to get started with therapy.
We shot both videos in a single day and had them delivered within a few weeks. Much like Roger’s approach to therapy, it was much less painful than what people might imagine.
Now, when someone wants to refer Roger, they have a quick and easy way to introduce him.
When potential patients go to his site, they immediately feel like they know and can trust Roger. He’s also equipped with a quick reference tool for anyone wanting to know how therapy works. This saves Roger time having to continuously explain himself, and makes sure every new patient knows exactly what to expect.
What sort of misconceptions do people have about what YOUR business does?