Identifying Your Optimal Niche Focus
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Identifying Your Optimal Niche Focus
- 1. Identifying Your Optimal Niche Focus Marlene M. Maheu, PhD Founder & CEO LESSON #1
- 2. © 1994-2023 Telehealth.org, LLC All rights reserved. Disclaimer • WHO WE ARE: We are licensed healthcare professionals, attorneys and other consultants. • TELEHEALTH GOAL: Our goal is educational only. No warranty, guarantee, or representation is made as to the accuracy or sufficiency of the information contained in our training for your specific circumstance. • YOUR PART: You are encouraged to seek practice-specific advice from your own legal, regulatory, ethical and liability authorities before offering any telehealth services or programs to consumers/clients/patients. Obtain all such opinions in writing, and have your informed, trusted, local, legal counsel review those written responses for their full significance. 2
- 3. Lesson #1 Identifying Your Optimal Niche Focus Lesson #2 Understanding Fundamentals of Behavioral Legal & Ethical Marketing Lesson #3 Optimizing Your Website 3 Lesson #4 Developing Webinars & Podcasts for Maximum Profit Lesson #5 Developing eBooks, Audio Books, Kindles and More for Maximum Profit Lesson #6 Successful Legal & Ethical Online Strategies
- 4. © 1994-2023 Telehealth.org, LLC All rights reserved. • One way to leverage what you already know • Learn two quick-and-easy strategies for product development • Identify at least three economical resources to make your concept a reality • Understand key ethical standards to operate with professionalism • Keep yourself safe by knowing three pivotal legal issues • A simple formula for social media success with Facebook, LinkedIn, Slideshare, Pinterest and Twitter Learning Objectives •3 4
- 5. © 1994-2023 Telehealth.org, LLC All rights reserved. Lesson #1: Homework Assignments 5 Introduction • Name • Credentials • Specialty area(s) to date • Product(s) that interest you the most and why • Where you are in the process of developing or marketing your product/services
- 6. © 1994-2023 Telehealth.org, LLC All rights reserved. • Education • Training • Certificates • Supervision • Experience • Case-related Material • Handouts • Examples • Other tools What is a professional niche? 6
- 7. © 1994-2023 Telehealth.org, LLC All rights reserved. • What are you marketing? • Who • What • When • When • Why What is your experience with online marketing? • What have you tried in the past? • Directory websites • Practice websites • Self-help courses • Books • Reports • Radio / podcast • Other 7
- 8. © 1994-2023 Telehealth.org, LLC All rights reserved. Have you documented what works for you? • You probably have some experiences that have taught you a few lessons • What are those lessons? • Writing down your observations will help you decide where to spend your time and money now 8
- 9. © 1994-2023 Telehealth.org, LLC All rights reserved. How much online marketing have you done in the past? 9
- 10. © 1994-2023 Telehealth.org, LLC All rights reserved. What’s the biggest internal barrier that you have about online marketing? 10
- 11. © 1994-2023 Telehealth.org, LLC All rights reserved. Why does it make sense to consider being a mental health entrepreneur now? 11
- 18. © 1994-2023 Telehealth.org, LLC All rights reserved. Which are the niches most easily developed and marketed online? 18
- 19. © 1994-2023 Telehealth.org, LLC All rights reserved. Do your users need extra help using your product or service? 19
- 20. © 1994-2023 Telehealth.org, LLC All rights reserved. Do your users need extra help using your product or service? 20 https://www.pewresearch.org/inte rnet/2021/09/01/the-internet-and- the-pandemic/
- 21. © 1994-2023 Telehealth.org, LLC All rights reserved. Self-help Women are the most frequent purchasers of self-help • What are their roles/concerns? • Family • Mood • Health and self-monitoring • Productivity 21
- 23. © 1994-2023 Telehealth.org, LLC All rights reserved. Hobby or Reliable Income? Enjoy Enjoy 23 • No business plan • Associate with friends/family • Indulge regularly • Idealistic (“should be”) • Casual • Generates good feelings more than $$ • Clear business plan • Associate with successful professionals • Trim the fat quarterly • Realistic (“is”) • Disciplined • Generates $$ more than good feelings
- 24. © 1994-2023 Telehealth.org, LLC All rights reserved. Success Focus on solving specific problems 24
- 25. © 1994-2023 Telehealth.org, LLC All rights reserved. Which approaches/areas are potentially the most lucrative? • Health Issues • Geriatrics • Pediatrics 25
- 26. © 1994-2023 Telehealth.org, LLC All rights reserved. • The most commonly- researched topics are specific diseases or conditions; treatments or procedures; and doctors or other health professionals • Half of online health information research is by proxy • 26% of online health seekers say they have been asked to pay for access to something they wanted to see online (just 2% say they did so) Pew Health Fact Sheet about Healthcare Searches 26
- 27. © 1994-2023 Telehealth.org, LLC All rights reserved. 27 • 72% of internet users say they looked online for health information • 77% report starting at a search engine such as Google, Bing, or Yahoo • Just 2% say they started their research at a more general site like Wikipedia and an additional 1% say they started at a social network site like Facebook Pew Health Fact Sheet about Healthcare Searches
- 28. © 1994-2023 Telehealth.org, LLC All rights reserved. Which services and/or products are best for you to develop online? • What’s your “niche”? 28
- 29. © 1994-2023 Telehealth.org, LLC All rights reserved. Psychotherapy is a method of working with patients and clients to assist them to modify, change, or reduce factors that interfere with effective living (Corsini, 1998). Psychotherapy versus Psychoeducation versus Education? 29
- 30. © 1994-2023 Telehealth.org, LLC All rights reserved. Psychotherapy versus Psychoeducation versus Education? Psychotherapy - 5 commonalities: The development of a therapeutic contract in which the patient has an active role (including purpose, format, terms, and limits) 5 4 2 3 1 Therapeutic interventions (confrontation, the immediacy of affective expression, etc.) Resulting emergence of a therapeutic bond (also termed “therapeutic alliance”) The patient's self-relatedness (lack of defensiveness) Therapeutic realizations and impacts in-session (Orlinsky and Howard, 1986) 30
- 31. © 1994-2023 Telehealth.org, LLC All rights reserved. Psychoeducation is an evidence-based therapeutic intervention for patients and their loved ones that provides information and support to better understand and cope with illness. Psychoeducation is most often associated with serious mental illness, including dementia, schizophrenia, clinical depression, anxiety disorders, psychotic illnesses, eating disorders, and personality disorders, although the term has also been used for programs that address physical illnesses, such as cancer (Wikipedia, 2023). Psychotherapy versus Psychoeducation versus Education? 31 https://en.wikipedia.org/wiki/Psychoeducation
- 32. © 1994-2023 Telehealth.org, LLC All rights reserved. Education is the process of facilitating learning, or the acquisition of knowledge, skills, values, beliefs, and habits. Educational methods include storytelling, discussion, teaching, training, and directed research. Education frequently takes place under the guidance of educators, but learners may also educate themselves (Wikipedia, 2017). Psychotherapy versus Psychoeducation versus Education? 32
- 33. © 1994-2023 Telehealth.org, LLC All rights reserved. • Repurpose Your Content • Handouts • Book tables, images or chapters you’ve copied • Stories • Drawings • Presentations / Webinars / Podcasts • Blogs / Articles • Book Chapters • Video Training Where to Start Start with what you know 33
- 34. © 1994-2023 Telehealth.org, LLC All rights reserved. Start with Something You Have Done (Retain Your Copyrights If Possible) 34
- 35. © 1994-2023 Telehealth.org, LLC All rights reserved. Develop Products and Services to Augment Your Practice • Free – low cost • Toe-in-the-water approach • International audience • Repeat sales with different products (“upsells”) • Develop mailing list for “alerts, specials and bonuses” but also to have an inexpensive way to reach people 35
- 36. © 1994-2023 Telehealth.org, LLC All rights reserved. Why does online marketing work best when the advertiser creates a “product”? 36
- 37. © 1994-2023 Telehealth.org, LLC All rights reserved. 37 In-person Interventions vs. Self-help • In-person talk therapy will always be needed by some people • Not required for everyone suffering with a mental illness or struggling with a behavioral problem
- 38. © 1994-2023 Telehealth.org, LLC All rights reserved. • Builds reputation • Rotary Club Meeting of yesteryear • Larger Audience • Often no or low cost • No commitment • Utmost privacy • Can access 24/7 • Can access anywhere Benefits of Marketing Online Products vs. Only Online Services 38
- 39. © 1994-2023 Telehealth.org, LLC All rights reserved. • Mental disorders are the leading cause of disability in the U.S. • Many people suffer from more than one mental disorder at a given time. • 45% of those with any mental disorder meet criteria for 2 or more disorders, with severity strongly related to comorbidity Mental Disorders in the US 39 https://www.nimh.nih.gov/health/statistics
- 42. © 1994-2023 Telehealth.org, LLC All rights reserved. 42 https://www.internetworldstats.com/stats.htm
- 43. © 1994-2023 Telehealth.org, LLC All rights reserved. 43 https://www.internetworldstats.com/stats.htm
- 45. © 1994-2023 Telehealth.org, LLC All rights reserved. Which online format is best for your needs? Audio, video, text or a combination of them? 45
- 46. © 1994-2023 Telehealth.org, LLC All rights reserved. • eBook • Audio book • Virtual book tour • “Apps" • Webinar • Podcast • Continuity program and • Professional training program For you, which one of these is the easiest to develop? 46
- 47. © 1994-2023 Telehealth.org, LLC All rights reserved. Where can you find the quickest, most relevant research base from which to draw when developing your niche? 47
- 48. © 1994-2023 Telehealth.org, LLC All rights reserved. • Google Books • Google Scholar • Google Alerts • Subscribe to the Index Pages of Relevant Journals FREE Online Research 48
- 49. © 1994-2023 Telehealth.org, LLC All rights reserved. Do Market Research within Your Area(s) of Interest • Conduct a “keyword analysis” • Many keyword analysis tools online • Google AdWords • No need to pay for one at first • Secret Strategies • Have a teenager to work for you • Go to Fiverr or Upwork 49
- 50. © 1994-2023 Telehealth.org, LLC All rights reserved. How can programs be “layered”? Look for complimentary markets 50
- 51. © 1994-2023 Telehealth.org, LLC All rights reserved. • Toddlers, children, teens • Geriatrics, caregivers • Individuals, couples/families • Couples, step parenting • Drugs, alcohol, eating, smoking • Corrections, children, families Complimentary Market Examples 51
- 52. © 1994-2023 Telehealth.org, LLC All rights reserved. What are the legal/ethical issues involved? 52
- 53. © 1994-2023 Telehealth.org, LLC All rights reserved. Ethical Standards Guidelines Competencies All legal/ethical requirements remain the same 2 3 1 53
- 54. © 1994-2023 Telehealth.org, LLC All rights reserved. Legal & Ethical Issues • Laws (Federal & State) • Ethical Codes • Principles (Beneficence & Nonmaleficence; Fidelity & Responsibility; Integrity; Justice; Respect) • Standards (often address “products” as well as “services” 54
- 55. © 1994-2023 Telehealth.org, LLC All rights reserved. APA Standard: Competence 55 2.01 Boundaries of Competence (a) Psychologists provide services, teach, and conduct research with populations and in areas only within the boundaries of their competence, based on their education, training, supervised experience, consultation, study, or professional experience.
- 56. © 1994-2023 Telehealth.org, LLC All rights reserved. • Will organize you • Will let you know your areas of strength and weakness • Will give you an idea of finances up front 56 Business Plans
- 57. © 1994-2023 Telehealth.org, LLC All rights reserved. Where can you get an easy-to-develop business plan template? 57
- 58. © 1994-2023 Telehealth.org, LLC All rights reserved. • Find business plans online – some are free • SBA.gov • www.NoloPress.com • www.rocketlawyer.com 58 Business Plans
- 59. © 1994-2023 Telehealth.org, LLC All rights reserved. Lesson #1: Homework Assignments • Find a template and start to write a 2- page business plan. Go to these sites to get started: • SBA • NOLO (requires a fee) • Rocket Lawyer • Share it with the group in our Telehealth.org Discussion Forum. Bullet point lists are acceptable. 59
- 60. © 1994-2023 Telehealth.org, LLC All rights reserved. • Visit the Brandon Gaille Podcast and pick and listen to at least one topic of interest: • Write a 2-3 paragraph summary of the things you learn and share it with the group in our Telehealth.org Discussion Forum. Bullet point lists are acceptable. 60 Lesson #1: Homework Assignments
- 61. © 1994-2023 Telehealth.org, LLC All rights reserved. 61 • Public seminars • Program Packages • Book and Audio sales
- 62. © 1994-2023 Telehealth.org, LLC All rights reserved. The Blogging Millionaire on Apple Podcasts https://itunes.apple.com/us/podcast/blog-millionaire-blogging-seo-social- media-marketing/id1072931592?mt=2 62