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(p. 325) The Basics of Marketing Applied to Private Practice 

(p. 325) The Basics of Marketing Applied to Private Practice
(p. 325) The Basics of Marketing Applied to Private Practice

Pauline Wallin

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date: 11 July 2020

How a private practice is marketed is crucial for its financial success. This chapter summarizes misconceptions about marketing and presents a simple framework for marketing your practice. Topics covered include why you should not try to appeal to everyone, how to reach the types of people you want to work with, and how to communicate your value to them. Several online and offline marketing tools and activities are described: public education, your website, blogging, social media, community presentations, media commentary, and business cards. This chapter also explains the difference between marketing and advertising and provides suggestions for free and low-cost advertising, as well as how to track your return on investment in advertising.

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