Technology

How to Write Compelling Website Copy: Interview with Website Whisperer Nicole Bonsol

I recently had the opportunity to interview Nicole Bonsol, a writing, branding, and graphic designer for healers. She helps therapists create an inviting and powerful website and best craft their message to engage with their viewers. I was fascinated at what Nicole had to say, especially because of her unique role in the process of helping clinicians reach their audience. Here are some highlights of our discussion:

HIPAA Security Rule Compliance for Private Practitioners

HIPAA Security Rule Compliance for Guest Post by Rob Reinhardt, LPCS, Technology Consultant for Mental Health Professionals, CEO of Tame Your Practice

Wouldn't it be nice if someone would provide us with a brief checklist of things we need to do in order to comply with HIPAA (the Health Insurance Portability and Accountability Act)? I strongly recommend that you not wait for that to happen. HIPAA was purposely constructed to be flexible so that both large hospitals and solo practitioners would be able to comply. You wouldn't want to follow the same checklist as a hospital would you? Further, because HIPAA now covers electronic Protected Health Information (ePHI), it's important that it be flexible since technology continually evolves.

That said, there are some basic parameters and processes to be aware of. Once these concepts are understood, HIPAA no longer seems to be this overwhelming, unintelligible, monstrosity. It takes on a role similar to progress notes and other paperwork; that stuff that gets in the way of our client time, but we know we need to do it.

Here then, is a brief summary of the most important things to know about HIPAA:

It's More Than Just the HIPAA Privacy Notices

HIPAA started out in 1996 with the Privacy Rule, which regulates the use and disclosure of Protected Health Information (PHI) by Covered Entities (CEs). Protected Health Information is any data about health care that can be linked to a specific individual. Covered Entities are health plans/insurers, clearinghouses, and providers who engage in “Covered Transactions”. For most mental health clinicians, that means filing electronic insurance claims (even if you don't, be sure to read on). This is the part of HIPAA that brought us the HIPAA Notice of Privacy Practices, where providers detail for clients how and when they will use and/or disclose their PHI.

In 2003, the Security Rule was added in order to set standards for securing ePHI. It requires that CEs establish Administrative, Technical, and Physical safeguards to ensure the privacy of client data. This was further enhanced by the HITECH Act (Health Information Technology for Economic and Clinical Health Act) in 2009 and the Final (Omnibus) Rule in 2013.

I've found that most therapists have the Privacy Rule down pat, so in the following sections, I'll focus on clarifying information from the Security Rule.

HIPAA Security Compliance Is An Ongoing Process

One of the primary components of complying with the Security Rule is completing a Risk Analysis and Management Plan. This is a process of documenting reasonably anticipated threats to the security of ePHI (i.e. theft, loss, fire) and a plan for dealing with those threats. This is required to be reinforced through a documented set of Policies and Procedures (yes, even if you're a solo practitioner). Therapists wouldn't dream of assessing a client at intake and then never re-visiting that assessment. Similarly this Risk Analysis process needs to be re-visited on a regular basis. This ensures that new technologies and threats are addressed appropriately.

Software and Devices Can't Be HIPAA Compliant

If you listen to the marketing speak, you might get the impression that a CE can be in compliance as long as they choose software and devices that are “HIPAA Compliant”. The problem is that such things do not exist!

Only Covered Entities or Business Associates can be compliant with HIPAA by engaging in the processes described above. A Business Associate (BA) is any third party that a CE shares PHI with. This could be a billing agent, an EHR vendor, or a telehealth application vendor. In creating this relationship, the CE is required to establish a Business Associate Agreement with the BA, outlining the responsibilities of each. The good news is that, due to the Omnibus Rule, this requires that the BA is held to the same standards for compliance as the CE. To be clear, this doesn't release the CE from all responsibility. They still need to conduct a Risk Assessment. However, it's often the case (especially with EHR) that using a third party vendor will greatly decrease the scope of (read: amount of work involved in) the CEs process.

(Side Note: It's important to note that financial transactions are exempt from HIPAA, so typically financial institutions don't fit the definition of Business Associate. However, there are some circumstances to be aware of, such as some of the features offered by services like Square).

But I Don't Take Insurance So I Don't Have To Worry About HIPAA

It's true that, if you (or your billing representative) are not filing electronic insurance claims, you likely don't fit the definition of Covered Entity. Technically then, you don't have to comply with HIPAA. You should be aware of and consider the following, however:

  • Standard of Care - HIPAA is becoming recognized as a “Standard of Care” when it comes to Privacy and Security. If how you handle privacy and security ever comes into question, there's a solid chance that HIPAA will be the measuring stick for whether you're doing a good job.
  • Ethics – Our codes of ethics require that we keep client information confidential. In line with the first point, what standards can we use to prove that we are doing so, especially with ePHI?
  • State Law – Be sure to understand your state laws regarding client privacy. If you're in Texas, for example, your state laws are in some cases even more stringent than HIPAA.
  • Best Practices – Similar to the idea of Standard of Care, the set of requirements in HIPAA are considered “Best Practices” for securing client data. While HIPAA may seem bloated and overdone in parts, the core requirements make sense and are a good path for significantly reducing the risks to privacy.

Rob Reinhardt is a Licensed Professional Counselor Supervisor in North Carolina and CEO of Tame Your Practice. In addition to helping therapists integrate technology into their practice, he is the column editor for Counseling Today magazine and creator of Describe, a therapy tool appropriate for individuals and families of all ages!

10 Media Interview Mistakes Therapists Make

10 media interview mistakes I've written before about how media interviews (television, podcasts, speaking engagements etc.) can be helpful in educating your community about critical mental health issues, establishing yourself as an expert in your field, and perhaps even gaining new clients (click here to learn more benefits of participating in media interviews). But our expertise is as clinical counselors, and many therapists have little to no experience with a cameraman, bright lights, and the general "show-biz" aspect of the process. Over the years, I've noticed a few common mishaps that some individuals (including myself) have made. In hopes of preventing our readers from making these same mistake, here are 10 common interview mistakes therapists make:

10 Media Interviews mistakes therapists(2)

1. They don't see the value in media presence

Some clinicians may not see the purpose or value of sitting down with someone and having a formal interview about a topic concerning mental health, relationships, or some other aspect relating to their niche. "Wouldn't my time be better spent doing clinical work or working to attract new prospects?" they may wonder. While it's true that you must work to balance your responsibilities, participating in the occasional interview is worth your time. And there is also the possibility that interviews become more frequent and perhaps even becomes a paid opportunity for you. Then it will certainly be valuable as an income stream.

2. They begin by promoting their practice

While media interviews are a great way to get the word out about your therapy practice, avoid being pushy or overly promotional. Don't mention your services first thing. Instead, present your message, then end by giving the name and contact information (usually the website) of your practice. Viewers and listeners will want to hear your thoughts before they are interested in taking the next step. So let your work speak for itself, then close the interview by concisely talking about your practice.

3. They prepare too much material         

Time is of the essence in interviews, and you'll have a very specific time allotted to communicate your message. Some therapists may fear running out of things to say, so they prepare an abundance of material. But this technique can backfire, as it may cause you to be too long-winded, neglect valuable pieces of your message, rush to try to fit everything in, or cause you to run out of time. As your prepare your talking points, be mindful of your time limit and even practice your interview in that same time frame.

4. They expect those in production to help them manage nerves   

There are many individuals who work together to make sure the interview goes smoothly. The person conducting the interview, the camera operators, sound techs, etc. Everyone has a designated job and are usually very busy in their own responsibilities. If you are feeling nervous about an interview (particularly if it is your first one), know that you probably can't expect these people to be able to help calm your worry. Trust your own self and perhaps bring a friend along if you think you may need moral support.

5. They don't switch out of therapist mode to sound byte mode  

The way we speak in an interview is quite different than the way we speak to a client (it's interesting that when we are in the therapist chair, we are the ones asking questions, but in an interview, we are being asked the questions). Good therapists often speak slowly, reflect back, pause often, and go deeper. However, good TV interview skills require the opposite: speak quickly, don’t reflect back, keep the interview moving, and stay on target. Someone may take something you say as a quote to use in an article or to simply remember, so try to make the things you say somewhat "digestible" and even catchy (while not being gimmicky, of course). Read here for specific ways to keep your message clear, concise, and effective.

6. They don't ask to be invited to interview again     

If your interview goes well, there's no reason to not do one again in the future! Building that relationship takes time and will not happen in a single media exposure. Self-advocate and ask to be interviewed again by a certain outlet or production crew. The worst they can say is no! Simply asking to be interviewed again has helped me secure and maintain ongoing interview gigs.

7. They don't maximize their interview  

An interview is worthless if others do not view/ listen to/ read it. Be sure to maximize it by sharing it via your social media outlets. For example, when I am interviewed for a television segment, I always obtain the link, share it on Facebook and Twitter, then upload the video to my Youtube account and my blog. I want to make sure others know about it. Don't be shy about letting your followers know that you've given your professional insight in a formal setting. Remember, they are interested in what you have to say!

8. They speak in psychobabble    

As mentioned previously, in an interview, you're not speaking to a client, but you're not speaking to a psychology professor, either. Make sure you phrase your ideas in ways that others can understand. There's nothing worse than a pretentious expert talking over others' heads. Though you want to establish credibility, your point is not to prove how smart you are, but instead to educate viewers on a specific topic. Don't "dumb down" your message, but avoid using too many theoretical terms.

9. They don't do their homework

It's important to do some research about the media outlet before your interview. Ask yourself: 1) Who is the audience?, 2) What is the tone? 3) What is the format? 4) Who is the host or interviewer? 5) How can I best serve their audience? Once you've gathered this information, use it to inform the content that you prepare and deliver in the interview.

10. They don't specify how they would like to be introduced

Prior to your interview, be very specific about how you would like to be introduced and referred to during the interview. Make sure to include the full name of your private practice. Also, make sure you request that they mention your website, and if it's a TV interview, ask them to display your website address in a visual banner. You are donating your time in exchange for the opportunity to talk about your passion, and in exchange, you get to build trust with your community. So be very clear about who you are, what you do, and how the audience can find out more about your work.

What are some media interview mistakes that YOU'VE experienced? 

If you'd like to build your media skills and develop a strong media and social media presence hop on over and check out my new media training just for therapists! Enrollment just opened today and there are a limited number of early bird spots offered at a reduced fee RockTheMediaSchool.com Rock the Media School for Therapists

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10 Reasons to Become a Media-Savvy Therapist

About 8-9 years ago, I felt a pull toward gaining media and social media skills and expertise. At the time, I wasn't sure why...or how. In hindsight, I now see the clear benefits of my media visibility for my private practice and for me as a professional. I also had no idea how fun it would be to build relationships (with producers, journalists, reporters, TV hosts, etc.), educate my community, and share my message and expertise with thousands of people. This decision to become media-savvy has altered the course of my professional life in exciting and new ways. Because my practice has grown so much (3 locations, 20 employees) and requires more management, because I'm increasingly involved in media work and content creation, and because it felt like the right thing to do, I have retired from clinical work. I now focus on writing, private practice business consulting, earning my PhD, and spending time with my family. These opportunities would not have been possible had I not acquired social media skills.

Reflecting on my career (thus far), I want to share with you some tangible benefits of becoming proficient with (social) media and maintaining an online presence. Here are 10 things you can do by becoming a media-savvy therapist:

1) Educate Your Community; Educate The World

The mental health field is by nature a helping profession. We became therapists to help people who are struggling in some aspect of their lives, right? One of the biggest ways to do is this by educating individuals. No matter your area of expertise (marriage therapy, addiction, depression, etc.), you have valuable insight that you can share with your community to serve them and better their lives. By embracing media (TV, radio, print) and newer technologies (blogging, podcasts, social media), your message can be amplified exponentially, causing you to reach a greater audience.

2) Grow Your Practice (even during an economic downturn!

I founded my private practice (Wasatch Family Therapy) in 2002 and consider myself an early adopter of technology. We created a website not long after we opened and have fully embraced and utilized social media as the years have gone by. To say that this has grown our practice is an understatement: maintaining a strong online presence has beenour number one strategy in acquiring new clients. What's more is that we now refer out over half of the individuals who seek our services (click here to read more about how our practice grew even in the economic downturn of 2008).

3) Increase Your Credibility Through Social Proof of Expertise

As you use your platform(s) of choice (blog, Facebook, Google+, etc.) to create content and build your body of work, you will in time gain followers who are interested in what you have to say. This will establish your social relevance and up your credibility. Others now view you as an expert and someone to be trusted. This can open up doors for you professionally, just like it has done for me! (read here about how gaining a social media following has brought me valuable career opportunities).

4) Employ a Fee-for-Service Model 

Because I am familiar to more people, I have been able build a fee-for-service practice. This has led to increased income and has kept my clinicians from having to deal with the stress and burden of insurance companies. A private pay model also helps provide better quality therapy for clients. And once again, it's due in large part to our strong media presence that we were able to "break up with managed care."

5) Raise Visibility For Your Profession 

We as therapists often lament the fact that mental health issues don't receive as much airtime as they deserve (though thankfully, this seems to be changing). Your media skills can help bring these topics to the forefront for your friends, family, and followers. For example, NASW has featured my work in their media news and even invited me to do national webinars. Good media interviews add visibility and educate the public about your profession in general and also about your specific expertise.

6) Create Additional Income Streams (book deals, paid blogging, consulting, etc.) 

There is so much more to being in this field than seeing clients. My online presence has afforded me the opportunities to write for major websites and blogs, consult others about how to best build their practice, and even write a book (currently working on my second one)! By growing your media skills, you too can diversify your professional activities and create multiple streams of income for yourself.

7) Create Content For Your Blog

The information you access through your social media platforms can give you great inspiration for your blog. For example, when I do a TV interview, I then post it on my site, which improves SEO and provides new and engaging content. I've found that because of my technology connections, I never am lacking for material to blog or write about.

8) Reach MORE People With Your Message, Passion, & Expertise 

The power that social media provides to reach others is truly unparalleled. I can now talk with hundreds or thousands of people at one time with each interview, not to mention the many more who will watch, listen, or read it online later. You can infinitely expand your outreach and get your message out there by utilizing media and social technologies.

9) Add Incentive for Additional Clinicians To Join Your Practice 

My media presence and relationships have given other clinicians a reason to work for me instead of opening their own practice. So individuals who potentially may have been my competition are now on my team! Your media presence (blog, interviews, Facebook, etc.) can attract new therapists who know about your vision, values, and niche from what they've seen online.

10) Gain Recognition by Professional Organizations

My media appearances and online presence has garnered the attention of reputable organizations, and I'm grateful to have received some notable accolades. For example, I was named #1 online influencer for depression, and #2 mental health online influencer by ShareCare (a social media health company founded by Dr. Oz, Discovery Communications, and WebMD's Jeff Arnold), and received the 2015 National Association of Social Worker Award for my website JulieHanks.com.

How can YOU improve your media-savviness?

And what great opportunities await you as you do? 

Join my upcoming media training. Click the graphic below to get on the list!

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Multiple Income Stream Success Story #3: Teaching

Multiple Income Streams Success Stories(5)As we highlight more opportunities to use things that you enjoy doing and instances where others request your services to generate multiple income streams, I am sharing stories of other practitioners who have found ways to do just that: We often forget that we have achieved at least a master's level education that can qualify us to teach others. There are many opportunities out there for teaching. Consider these options if teaching others is a passion for you. Teaching university or college courses, online courses or webinars, community workshops, or professional trainings.

Getting started with teaching can be very easy; start with who you know. Contact your alma mater or other nearby colleges and universities. Many universities have positions available for adjunct faculty to teach entry level classes or to offer professional trainings to students in your field. Keep in mind, these types of teaching commitments usually last for extended periods, so be sure that they work for your timeline and make sense financially.

Presenting or developing online courses or webinars can be an easy, passive source of income. Once a training has been developed, you can easily record it and make it available for download or schedule various presentation times to virtually present it to others. This is an excellent area where your expertise can lead you to topics or needed courses. It also allows you the opportunity to reach well beyond the scope of your geographical location.

Starting small can often lead you to bigger opportunities and income growth. Consider providing small trainings at your practice for continuing education credits. Pam Dyson, MA, LPC, did just that when starting her play therapy trainings. When Pam originally started with trainings, it worked out to about 25% of her income. As those trainings became more successful Pam grew those trainings to the point where they provide 75% of her income. Pam shares this about her experience in growing teaching as an income stream.2202435

“In 2010, I became an Approved Provider for the Association for Play Therapy. I began by offering a day long play therapy training, once a month, out of my private practice office, where attendees could earn the clock hours needed to become an RPT. I set up a website to promote the trainings, and within a year I was at capacity for each training. To meet the demand, I began offering four day-long trainings per month."

If you would like to learn more about Pam Dyson and the trainings that she offers, please visit DFW Play Therapy Training.

Community workshops are another area where teaching can be a beneficial source of income. Workshops are excellent because they often don't take much time to develop and also only last for brief periods. In my practice, we have sometimes taken areas or groups of individuals who have a need for instruction in a particular area and turned that into a workshop. I have done this when I see a consistent or similar problem in my clientele. At one point, I was working with many women who were suffering from a lack of sex drive. I developed a workshop for cultivating desire in marriage that I would present for a few hours every few months.

I encourage you to keep in mind doing those things that you are passionate about. Teaching may not be your cup of tea, but there are plenty of other ways to generate multiple streams of income. If you're still having trouble coming up with something, refer back to my 5 Key Questions to help you get started.

Visit the new PrivatePracticeToolbox.net for webinars and consulting services

 

Visit the new PrivatePracticeToolbox.net for webinars and consulting services

FREE Download Get 52 Blog Post Topics & prompts when you sign up for PPT list

Join my Private Practice Toolbox Facebook group and connect with 3200 therapists around the globe in 2 simple steps: 1) Click request to join the group and 2) Fill out this brief questionnaire before you’ll be added to the group.