The New York Times has a article by Lori Gottlieb on "What Brand is Your Therapist?"
The article is about therapists who can't fill their practices, so they start sub-specializing, having glitzier websites, marketing through social media, and consult with specialists about how to gain their market share. The author is clearly a bit uncomfortable -- the new therapy world demands Facebook pages, blogs, self-disclosure, specializing, coaching, helping patients to feel good in just one session, and isn't about higher goals of understanding motivations and meaningful change. We're a feel good society, Gottlieb contends.
Even so, most therapists I know are becoming aware that they need to
project more than a tabula rasa. Roth suggested to me that in addition
to creating a Web site, therapists should set up Facebook and Twitter
accounts (she gives instructions on how to create social-media
boundaries, like whether you’ll respond to clients’ posts), blogs,
real-time appointment schedulers, teletherapy that’s compliant with
federal privacy rules and other features that allow potential clients,
she said, “to feel personally connected to you at all times.”
I felt my stomach lurch. I had just learned in graduate school why the
formal structure of the 50-minute session works so well: It gives people
a designated space and context in which to delve into difficult issues
and then leave safely, without wounds exposed. I’d also seen firsthand,
by making rookie mistakes during my internship, how breaking “the frame”
can interfere with treatment. Constant communication can create a false
sense of friendship and also undermine the development of coping
skills: the ability to tell the difference between normal states of
sadness or anxiety that pass and a true state of emergency. If clients
need more, my supervisors always said, they should increase their weekly
sessions, not be in touch in between.
I told Roth I had no desire to tweet daily aphorisms or to blog for my
patients. “Let’s just focus on the Web site,” I said, “no bells and
whistles.” She had two recommendations: addressing viewers in a video on
the home page (“to move forward that first meeting in the office”) and
coming up with “connecting questions” to bring in my to-be-determined
target demographic. She gave me some examples: Is your daughter
making choices you’re worried about? Would you like your partner to do
more of some things and less of others? Are there people in your life
you’d like to say no to? I’d also need a specific tag line, like
“Make your home a happier place” (for parents with unruly teenagers) or
“Find your way back to love” (for disgruntled couples).
“People want to see the therapist who fits their exact situation,” Susan Giurleo, a branding consultant outside Boston, told me.So what brand of shrink do you think is best?