As president of a multi-disciplinary practice that includes 17 therapists, Dr. Heller has acquired considerable experience in the development and marketing of a private mental health practice. Dr. Heller begins his book by indicating that the key to a successful private practice is conceptualizing and then running that practice like the small business that it is. He notes that effective marketing takes a commitment of time, energy, and money. He notes that one should view the allocation of resources to the marketing process as a necessary investment. Finally, he notes that consistency and familiarity breed consumer confidence in you and your products and this leads to referrals.
Marketing is a long-term commitment.
A theme that recurs throughout the book is that of formulating a business plan. A business plan usually has several elements which are designed to guide the practice. It represents a written statement which clearly identifies the purpose of the practice. Another important element of the business plan is the concept of assessments. The practice must engage in an on-going process of assessing its tactical functions, as well as, assessing its overall conformity to the mission statement.