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One-page marketing plan
One page: three priorities for the quarter and every channel in one table, with its cost in dollars and hours. Rewrite it each quarter. The reasoning behind it is in the marketing strategy.
Template
Positioning (one or two sentences)
[Who you help] [with what] in [where]. Private pay, $[fee]/session. Superbills provided.
Top three priorities this quarter
1. [Priority] Why: [the reasoning in one or two sentences] Cost: [$ / month] · Time: [hours] First inquiry expected: [timeframe]
2. [Priority] Why: · Cost: · Time: · First inquiry expected:
3. [Priority] Why: · Cost: · Time: · First inquiry expected:
Channels
| Channel | Status | $/mo | Hrs/wk | Priority |
|---|---|---|---|---|
| Psychology Today | ||||
| Google Business Profile | ||||
| Zencare / other directory | ||||
| Warm colleague outreach (Tier 1) | ||||
| Local network outreach (Tier 2) | ||||
| Cold clinician outreach (Tier 3) | ||||
| Referral-partner letters | ||||
| Website | ||||
| Paid search ads |
Priority: Essential (do now) / Stretch (once essentials are running) / Later.
A reasonable order to start in
The order I worked in when my practice was new, with the timelines I planned around. Treat them as rough expectations:
- Warm colleague outreach, in the first week. Free, a few hours, and it converts far better than anything cold. Referrals can arrive within weeks.
- Psychology Today, paid tier, fully filled out. A free or partial listing may barely surface in searches. First inquiries in 2 to 8 weeks.
- Google Business Profile. Free. It underpins local search and makes you look real to anyone who Googles you after a referral.
- Referral-partner relationships (prescribers, evaluators, attorneys). Often 1 to 3 months to the first referral, but one good relationship can send several warm clients a year.
- A second directory (Zencare, TherapyDen, etc.) once the first is working.
- Paid ads: defer until months 3 to 4, when you know which message converts.
Log the source of every inquiry from day one in the referral tracker. After a quarter, it tells you what to double down on and which listing not to renew.