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Successful Private Practice In The 1990s by Ralph H. Earle, Joan Kaye Beigel

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The “M-Word”: Reconciling Therapist and Businessperson

It is time now. You cannot avoid it any longer. The fear greater than certification, more awesome than your first patient…. It is time to discuss marketing—the “M-WORD.”

The therapist in us cringes: “Are we not too honorable, too transcendent, to delve into the mire of sales/marketing/advertising?” Following is a verbal portrait of the fantasy. Meet Harvey the Hard-Sell therapist. The scene is a cocktail party. Harvey is a guest. He corners the other guests one by one. Here is an excerpt of his encounter with Clyde.

Harvey (H): Hi! I’m Harvey Doe. I’m a therapist and I noticed that you keep ...

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