Стратегия продвижения услуг психолога на основе личного бренда и формирования доверия [Articol]

Abstract

The article reflects the results of a field study based on a survey of clients and psychologists of SFERA Psychological Centre about the peculiarities of promoting psychological services: difficulties and opportunities. As a result of the research the role of psychologist’s personal brand and trust to his services was revealed. Successful functioning on the market of psychological services presupposes a significant client base, well-thought-out pricing and process of rendering services, comfortable office, balanced communication policy. Promotion strategy should be based on personal brand, promotion in social networks, PR. It is recommended to constantly improve the qualifications of specialists, conduct supervision, and emphasis client focus. Personal brands of the organisation’s psychologists should be integrated into the overall promotion strategy of the Psychological Centre, creating a synergistic effect and ensuring the competitiveness of the organization.