Description
ABSTRACT A survey of board-certified music therapists who identified themselves as self-employed was conducted to examine current methods of marketing related to planning, positioning, promotion, and implementation within a music therapy private practice or contracting model, as well as identify

ABSTRACT A survey of board-certified music therapists who identified themselves as self-employed was conducted to examine current methods of marketing related to planning, positioning, promotion, and implementation within a music therapy private practice or contracting model, as well as identify trends in marketing methods as compared to prior research. Respondents (n=273) provided data via online survey as to current marketing practices, assessment of personal marketing skills, and views on marketing's overall role in their businesses. Historical, qualitative, and quantitative distinctions were developed through statistical analysis as to the relationship between respondents' views and current marketing practices. Results show that self-employed music therapists agree marketing is a vital part of their business and that creating a unique brand identity is necessary to differentiate oneself from the competition. A positive correlation was identified between those who are confident in their marketing skills and the dollar amount of rates charged for services. Presentations, websites, and networking were regarded as the top marketing vehicles currently used to garner new business, with a trend towards increased use of social media as a potential marketing avenue. Challenges for respondents appear to include the creation and implementation of written marketing plans and maintaining measurable marketing objectives. Barriers to implementation may include confidence in personal marketing skills, time required, and financial constraints. The majority of respondents agreed that taking an 8-hour CMTE course regarding marketing methods for self-employed music therapists would be beneficial.
Reuse Permissions
  • Downloads
    pdf (2.4 MB)

    Details

    Title
    • Marketing in music therapy: a survey of self-employed music therapists to identify methods of marketing planning, positioning, promotion, and implementation
    Contributors
    Date Created
    2014
    Resource Type
  • Text
  • Collections this item is in
    Note
    • Partial requirement for: M.M., Arizona State University, 2014
      Note type
      thesis
    • Includes bibliographical references (p. 81-85)
      Note type
      bibliography
    • Field of study: Music therapy

    Citation and reuse

    Statement of Responsibility

    by Scott Tonkinson

    Machine-readable links