How to seize the Internet + psychological counseling trend

The emergence of the Internet has brought a new mode of psychological counseling, so how to seize the Internet + psychological counseling trend? The following is I recommend to you how to seize the Internet + psychological counseling trend. I hope it can help you.

Internet psychology institutions obtain venture capital

Beijing’s Simple Psychology, Guangzhou’s One Psychology and other business forms are based on Internet psychology The institution has received several rounds of venture capital. The fact that online psychological institutions have received venture capital indicates to a certain extent that the development of the psychological counseling industry is gradually maturing and that it is recognized by society as an industry.

The online video lecture hosted by the psychological institution received an audience of 10,000 people.

Guizhou Heart Mile, Shanghai Sugar Psychology and other institutions hosted (or broadcast live with authorization) several domestic and foreign expert lectures and industry academic conferences, with audiences ranging from tens of thousands to two to three hundred thousand. For the psychological counseling industry, these figures were unimaginable just a few years ago.

Various types of micro courses emerge

Some consultants offer various types of "micro courses". Some are for peers, and some are for specific groups (such as parents of children). Some are WeChat lectures, some are continuous micro classes, and some are more like communities. Some well-known teachers’ WeChat lectures are also broadcast to many WeChat groups. For example, our teacher Zhang Tianbu in Xi’an not long ago opened multiple WeChat groups to simultaneously broadcast live WeChat lectures, with an audience of up to 10,000 people. During Father's Day, Teacher Zhang gave another special video lecture, and the audience was even larger.

Psychological counseling self-media has developed rapidly

Some psychological workers (individuals or groups) who are good at writing write on WeChat public platforms, Zhihu columns and other media and have achieved very high recognition. Reading volume. On the WeChat platform, some well-run public accounts such as Knowyourself, a member of Wenyi Lianmeng, are said to be operated by a team of dozens of people. Individuals (or small teams) who operate better have the mentality of being very psychological, Cong Fei Cong, and the help of the heart, etc.

Internet content entrepreneurship awareness is gradually rising

Recently, many colleagues in the circle of friends have begun to play "sub-answer", and Zhihu has also started Zhihu live. According to a Wangyue blog post, WeChat is also considering starting to charge for content. Internet products created by content entrepreneurship can, to a certain extent, increase the public’s awareness of paying for knowledge and experience. This is a long-term benefit for psychological counseling, an industry that relies on technology for its livelihood.

The emergence of video products

If the text questions and voice responses on the answer questions are for psychology people to play with, then the series of videos of psychoanalysis online courses recorded by Teacher Zeng Qifeng are It is a mature product in the broad psychological counseling industry, but it is said that this product is for professional colleagues rather than for help seekers.

Copyright protection promotes fairness in the promotion of psychological counseling institutions

When it comes to content, copyright cannot be ignored. The copyright protection function of online media such as WeChat platform and Zhihu has promoted the copyright awareness of psychological counseling institutions and promoted fair competition in communication among psychological institutions to a certain extent. The phenomenon of copying other people’s articles and posting them on your own WeChat platform without attributing your signature has become much less common. However, at the same time, the phenomenon of "washing manuscripts" also appeared.

The impact of search engines on the number of consultation visits

For institutions with strong professional capabilities, the impact of search engines will become smaller. Institutions that lack professional creative capabilities will rely more on search engines. For consultants with a large number of readers (such consultants either practice independently or use their influence to start an agency), the impact of search engines is smaller. For growing consultants, there is a stable source of customers. The institution is still a likely choice. At present, search results on search engines can sometimes still see various so-called mentors and experts, some who claim to be "national first-level psychological counselors" and some who promise to heal. Occasionally, some hospitals can be found. The websites are brightly colored, dialog boxes pop up frequently, and the treatment methods are magical therapies composed of a few English letters that have never been heard of in the mainstream consulting industry.

Communication software is widely used, and communication with peers at home and abroad has become common.

Various network tools are widely used in the training, supervision, experience, consultation, science popularization, etc. of psychological workers. Voice and video communication software such as Skype, Zoom, YY, and QQ group video are widely used. The professional strength of the post-00s and post-10s consultant groups entering the industry and their ability to identify teachers have increased. Their needs for case supervision, theoretical learning, etc. can also be sought from foreign experts through communication software. It has become more common for reliable consultants to receive case supervision from foreign experts. Language problems can be solved through translation or self-study. Personally, I feel that the threshold for academic research in foreign languages ??can indeed increase the proportion of reliable counselors. The China-American Psychoanalytic Alliance (CAPA) is a typical example.

Mobile payment is widely used, and the entire consultation process can be realized on the Internet

Psychological consultation generally does not have product logistics. The main method of consultation? Conversation? Can be digitalized through communication software Through mobile payment, mobile payment solves the problem of capital flow. Therefore, the entire process of consulting, training, supervision and other professional activities, from learning to payment to implementation, can be completed remotely, without the need for "physical presence". The difference in effectiveness between online consultation and face-to-face consultation is not discussed here.

Unconsciously, the Internet is accelerating competition among psychological counseling institutions.

Nowadays, information transmission and acquisition are becoming more and more convenient. It is becoming easier for suppliers and demanders of products and services to contact each other, industry information is becoming more and more transparent, traditional organizational structures are partially broken, and network platforms for various vertical industries are emerging.

If e-commerce has revolutionized the lives of traditional wholesalers, and online ride-hailing platforms (such as Uber and Didi) have revolutionized taxi companies, then the Internet Psychological Agency relies on its aggregation to connect a large number of consultants and The platform advantage of visitors may be accelerating the elimination of ground-level psychological counseling agencies...

Online ride-hailing software such as Uber and Didi use IT technology and the Internet as a platform to integrate cars and people ( drivers, passengers) resources.

The psychological counseling industry integrates the resources of houses (counseling rooms) and people (counselors, visitors).

Characteristics of online psychological counseling platforms:

Nowadays, online psychological counseling platforms are emerging one after another. Some outstanding online platforms adhere to high standards for the entry of psychological counselors and bring together outstanding teachers and brands from all over the world. It has a clear image and conducts both face-to-face and online consultations for visitors from all over the country, ensuring the user experience of visitors, and the consultation commission ratio for consultants (80% to 90%) ensures consultants' professional income. Due to venture capital investment, there is not much financial pressure for its operation and promotion.

Characteristics of terrestrial psychological counseling institutions:

The source of teachers in terrestrial psychological counseling institutions is limited to the local area and the number of consultants is small. The recruitment of consultants mostly depends on the professional knowledge level of the agency managers. Consultants or It is full-time or part-time, the amount of revenue is generally small, and the consultant's commission is low. The visitors are generally local visitors who receive face-to-face consultations, and there may also be some visitors from other places who receive online consultations. The value of a ground-based psychological counseling agency is that it contains a stable business site, which can give visitors a more psychological sense of security, and can provide counselors with auxiliary work to maintain professional settings and ground-level learning and exchange activities. Due to limited funds, various expenses such as promotion and rent need to be calculated carefully.

Psychological counseling agencies are essentially intermediaries between psychological counselors and clients.

Consultants who provide clients with institutional endorsements charge fees to clients.

For consultants to undertake operations that can maintain the professional setting framework in addition to consulting, and pay salaries or commissions to consultants.

The agency earns the difference between the visitor’s consultation fee and the consultant’s remuneration.

The value of a consulting agency is that it provides visitors with optional consultants, ensures the reliability of the consultants to a certain extent, and at the same time helps the consultants undertake promotion beyond consultation. , charging, consultation arrangements and other related work and promised professionalism and convenience.

The emergence of online psychological institutions has promoted more convenient interconnection between the counselor group and the client group. The intermediary value of the ground psychological counseling agency between the counselors and the client groups has been reduced, and the bargaining power has become weaker.

Traditional video call technology has been very stable, and online video psychological consultation is also constantly developing. (With the development of virtual reality and immersive holographic video call technology, future online psychological counseling may exceed our current imagination.)

Payment can be made through WeChat Pay, Alipay and other mobile payments.

The online psychological counseling agency allows visitors from all over the platform to make an appointment with any counselor on the platform who accepts video consultation.

Online video calling technology allows visitors and consultants from different regions to get rid of their dependence on ground consultation rooms.

Mobile payment technology allows visitors to pay for consultation fees in remote locations.

At this point, the entire process of "appointment, implementation, and payment" of psychological counseling can be implemented online.

This also means that the terrestrial psychological counseling agencies in the past are facing peer competition from a large number of excellent psychological counselors on the entire Internet.

If they cannot attract and stabilize professional teachers, ground-based consulting organizations may be reduced to making a living by renting consulting rooms. However, the threshold for renting consulting rooms is also very low, and they can easily be replaced or even covered on a large scale.

What should we do with ground consulting agencies?

1. Rely on the “presence” advantages of ground agencies to improve comprehensive operational capabilities.

At present, when holographic network call technology is not yet mature, physical presence has advantages over online video. Presence communication can convey more unconscious content and emotions than online video communication, and provide more With more sense of security, there are more opportunities for intervention when encountering emergencies. Therefore, ground consulting agencies will not be completely replaced by online consulting agencies for the time being. What agencies should consider is to make good use of local advantages, conduct precise operations, and take the lead in competition with local ground consulting agencies.

2. Build a team of consultants, professional ability is the core competitiveness

Online consultation has brought differentiated competition from ground consultation, but the core essence of consultation is the same? Help visitors The person achieves psychological "growth". The unreliable practice of claiming to be an expert by merely taking a counselor certificate will become increasingly unpopular. The public is becoming more and more capable of identifying and selecting psychological counselors. What institutions should consider is attracting and retaining excellent counselors and cultivating them. A reliable potential consultant who provides clear and attractive consulting fee commissions and other remuneration packages.

3. Expand the business scope and provide other forms of ground services.

Taking advantage of local advantages, we provide group consultation and family consultation (compared to individual consultation, multi-person consultation is more difficult to be replaced by online video), growth groups, study groups, corporate training, popular science lectures, On-site consultation and other ground-based experiential and interactive psychological services. Institutions with sufficient strength may also consider providing EAP services (literally translated as employee assistance plan, which is a packaged psychological service that employees pay for and enjoyed by the enterprise).

4. Establish professional characteristics

As competition in the industry intensifies, the consulting industry may also be more subdivided. Consulting agencies can consider creating psychological counseling for certain psychological distress and create Highlight unique selling points to achieve differentiated competition.

5. Build your own network platform

A strong consulting agency can integrate the network and expertise, seize the market cake of network consulting agencies, and even create a unique product line based on the network. However, this requires huge human and financial resources and management capabilities.

6. (Individual consultants) Cooperate with online consulting agencies

Since the founders of most consulting agencies are themselves consultants, if the consulting room is small, you can consider upgrading your personal consulting agency Professional ability, stationed on the platform of online consulting agencies, and receive all kinds of visitors (on the ground and online) who make appointments with online agencies. This also means that the consultant downplays his identity as an operator, saves part of the expenditure on online promotion, and at the same time accepts a share of the fees from the online consulting agency and himself. I know that several outstanding colleagues in Hangzhou recognized each other and jointly established studios. At the same time, they all placed orders on a well-known online consulting platform. Seems to be in good living condition.

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