Psychologists - Recent Journal Articles by
Dr. Carol Goldberg
You may want to read the following
articles and quotes I wrote, which I hope will stimulate
your thinking about psychology, independent practice, and
lead to new directions for increasing your income.
"How to Make Psychology a Household Word
through Television: A Psychologist's Experience as
Host and Producer of a Weekly Program," is the lead
article in the April 2006 issue of Professional
Psychology: Research and Practice, a peer
reviewed journal of the American Psychological
Association (Vol. 37, No. 2, 109-113).
I was quoted in the American Psychological
Association's Monitor, which goes to more
than 155,000 members; November 2005, Volume 36, #10,
article "Envisioning Psychology's Future," along
with a large photo addressing a
standing-room-only audience at the Association's
2005 Annual Convention: "Carol Goldberg, Ph.D., a
psychologist in Syosset, N.Y. said psychology needs
to get involved in every segment of American life,
just as police and fire personnel are. 'We
should work in every area that involves
people,' she said, 'including in every local program
related to homeland security and terrorism
prevention, community health, and safety.' "
In my regular column, "Computer Tip for
Psychologists" in the
New York State Psychological Association's NYSPA
which goes to more than 3,000 members, the following
appeared in the September-October 2005, Vol. XVII
Want to read
NYSPA and APA list messages without them
interrupting you, clogging your e-mail, or arriving
in Digest batches? Control them by switching
from having them delivered to viewing them easily
whenever you want 24/7/365 (while on hold on the
phone, during a break, between patient appointments,
etc.). You have access to archives (searchable by
date, subject, author, etc.) and a secondary gain of
To arrange for
NYSPA's list, go to
http://lists.apapractice.org and for APA list,
http://listserve.apa.org. Go to Subscriber's
Corner, click on NYSPA or other list name,
miscellaneous, check off "mail delivery disabled
temporarily." You can leave it that way
archived messages from NYSPA's list, visit
http://lists.apapractice.org. Other APA
lists may be found at
http://listserve.apa.org. Click Online
Mailing List Archives, then select the list you
would like to view.
article appeared in the Independent Practitioner,
Fall 2005, Volume 25, #4, the publication of the
American Psychological Association's Division 42,
which having the largest Division membership, goes
to over 5,500 members.
In Search of An
Carol Goldberg, Ph.D., ABPP
This is a true story.
At a dinner table of a large business organization,
I and another woman introduced ourselves as
psychologists. The attorney seated between us asked
why we are not licensed. I said psychologists are
licensed in our state since 1956. Her friend,
unlicensed, had a diploma mill doctorate, and
getting my reaction, stopped calling herself a
psychologist. Overhearing this discussion, a woman
across the table said �I�m a colleague of yours.?nbsp;
When I asked what she does, she replied, �I�m a
psychic.?nbsp; Not only did the others not know the
difference, they didn�t care.
This story evokes laughter
whenever tell it in my workshops and talks.
However, I am not telling it as a stand-up comic,
but as a psychologist concerned for our profession.
If you ask anyone to
identify a physician, attorney, or teacher, they
can. In contrast, psychologists are likely to be
confused with others (notably pseudo-psychologist
Dr. First Names), distortedly viewed (as tabloid
talk show violators of respect and confidentiality),
or confined to a mental illness role (�shrinks?.
We need a unique identity.
I began to think about a
unique identity back in graduate school, when unable
to comprehend how psychologists could be
differentiated from psychiatrists if copying them.
I wrote a paper emphasizing our uniqueness, devised
the name �therapent?instead of patient, and
suggested using our roots in learning, testing,
prevention, and people�s strengths rather than a
medical mental illness model. However, I was too
much ahead of the times. Like others, I succumbed
to the medicalization of clinical psychology, with
its prestige and power, wearing a white coat as
hospital Chief Psychologist and medical school
professor, referring to clients as �patients,?using
DSM diagnoses, and allowing insurance companies into
my private practice. The medical model came at too
high a cost: junior doctors with second-class
citizenship and lesser pay, unwelcome guests on
others?turf without privileges or control, managed
care, and lack of a unique identity.
I am not suggesting
psychologists abandon diagnosing and treating mental
illness and obtaining hospital and prescription
privileges, but emphasizing the powerful learning
and unlearning interventions psychologists do best.
Moreover, I propose using a unique broader identity
applicable to �normal,?�peak? and innovative
need a unique sound bite identity, which is easy for
the public to understand and remember, broad for a
diverse profession, and signifies we have the
highest training. Thus, I developed �Psychologists
are the people experts?to indicate our
expertise in everything relating to people�all types
of people, with and without pathology, in all
settings. It encompasses everything psychologists
do (practice, research, education, and all of APA�s
Divisions). If it sounds familiar, it is because
NYSPA selected it for its Public Service
Announcements on television and radio.
This identity can
encourage psychologists who hide their profession in
order to avoid stigma (�Hi, I�m First Name, your
coach) in corporate, online, and other settings to
proudly identify themselves as psychologists. In so
doing, they promote psychology, distinguish
themselves from lesser trained and self-proclaimed
consultants, and broaden the concept of what
psychologists do. It can make consulting with
psychologists about �normal?life changes routine.
It can increase work for psychologists with
corporations, schools, media, government,
transportation, communication, safety, terrorism
prevention, computer ease and security,
human-machine interactions, health promotion,
environmental comfort, finance, laws, online
learning�and additional venues. It is an ideal
identity for independent practitioners, who want to
use their skills in innovative, entrepreneurial
I am not just proposing
this broader identity, but promoting it by example.
Instead of seeing patients, I publicize psychology
and its lesser known applications, through hosting
and producing a television program, �Dr. Carol
Goldberg and Company,?which has aired on Public
Access at least weekly throughout Manhattan and Long
Island, New York for over four years and won two
awards. I developed �Catalyst CoachingSM?
through which I help psychologists find innovative
applications for their skills. Whether
psychologists move to new work or continue with
traditional clinical practices or do both, I design
web sites to promote their work, through �Web Sites
and Sound Bites??nbsp; And I do all of this using
psychology skills and identification as a
publicizing psychologists?identity as the experts
with everything involving people, we can stretch
psychology. Secondary gains are control over our
work, freedom from managed care and its low fees,
surviving competition from lesser trained lower cost
practitioners (ex. New York�s four newly licensed
master�s mental health professionals could bring the
state total to 300,000, twice the size of APA), and
new types of work. We are only limited by our
imagination and determination to show the public why
we are the people experts.
Goldberg, Ph.D., ABPP (Clinical), is a member of
Division 42. She can be contacted through her web
article appeared in the New York State Psychological
Association's NYSPA Notebook,
2005, Vol. XVII (#5)
�Show and Tell?from
Vacation: Thoughts about Psychology
Carol Goldberg, Ph.D., ABPP
While far less exciting
than last summer�s three weeks in Hawaii (including
APA�s Convention and cruise), this summer�s vacation
unexpectedly stimulated thoughts about psychology.
usual when in the Berkshires, we spent afternoons at
art museums, evenings at Tanglewood concerts and
theater, and enjoyed chance meetings with
psychologists (this time, Dr. Maria Lifrak).
However, psychology seemed omnipresent.
It began with a
marvelous performance of �Equus?at the Berkshire
Theatre Festival. You may recall seeing the Broadway
play years ago, as we did, or the movie. For those
unfamiliar with �Equus,?it is about a
psychiatrist�s treatment of a boy, age 17, who has
the puzzling presenting problem of brutally blinding
six horses he cared about deeply. Without revealing
reasons for his act (in case you want to see the VCR
movie), the psychiatrist, whose life is empty,
becomes envious of his patient�s passion and guilty
treatment destroyed it.
The theater displayed a
timeline of APA. I thought how psychology changed
during those years. When I originally saw �Equus,?
I was a very young psychologist, fascinated with
symbolism, unconscious meanings, unraveling dreams,
and viewing the mind through psychoanalysis.
Clinical practice was appealing. Psychologists were
respected. Evidence based treatment, with
observable and patient reported improvements,
sufficed without empirical validation. We were in
charge of our work without interference from
insurance company clerks. We helped people and
earned a decent living from it. The contrast made
me feel sorry today�s new psychologists are
unacquainted with the richness of psychodynamics or
truly independent practice and glad I switched from
clinical practice to designing web sites for
disturbingly at the Massachusetts MOCA (Museum of
Contemporary Art). An exhibit by European artist
Ann-Sofi Siden incorporated psychoanalytic and drug
therapies, using case materials acquired from the
daughter of Drs. Fabian, deceased New York City
psychiatrists. Concerned that actual Rorschach
cards and patient�s responses on location charts
were displayed, I took photos and sent them to APA�s
Ethics Director, Dr. Steven Behnke, who will try to
stop them. This incident is a reminder to contact
him about violations and to arrange for security of
records in wills. Another exhibit showed cruelty to
animals, including rats in a maze.
questioning the emphasis of �science?(rats, drugs,
and empirically validated treatment) over �art?
(psychodynamics, relationship treatments, and TLC).
Wonder what I�ll find at the upcoming APA
article appeared in the New York State Psychological
Association's NYSPA Notebook, January-Februrary
2005, Vol. XVII (#1)
Year�s Resolutions for Psychologists
By Carol Goldberg, Ph.D.,
It�s the time of year to make New Year�s Resolutions, except
maybe this year, you should really keep them. Why is this year
different than all other years?
This year, New York psychologists will face competition from 4
newly licensed master�s level mental health professions.
Speculation is that there may be as many as 300,000 new
Before concluding your long established practice will not be
affected, consider the following. Most people do not know the
difference between a psychologist and a psychiatrist. I have
met people who don�t know the difference between a psychologist
and a psychic! Four new professions will not add clarity.
Most consumers do not understand longer training makes
psychologists better than lesser trained professionals or why
they should pay more for better. Even wealthy people, who can
afford to self-pay, choose to use insurance coverage and took
advantage of pro bono services offered after 9/11, even if of
the professional side, those who spend less time and money for
training can afford to charge less. Managed care fees,
already in the basement, will plummet further as they gravitate
to new cheaper licensees.
I�ll make another prediction. Economics will drive in-person
therapy online, the briefer the better. Physicians already are
being encouraged by and paid by managed care companies to e-mail
patients instead of seeing them about non-emergency issues.
Patients are being enticed by avoiding travel and hours in a
waiting room. I think this trend will make psychotherapy move
online because psychotherapy does not require special equipment,
is not considered an emergency like chest pains, and some
patients wants anonymity. Furthermore, it is easier to document
the cost-effectiveness of narrow empirically validated treatment
(this is not broader evidence based treatment) than for
relationship therapies. (Please don�t blame the messenger. I
don�t approve of this any more than you do.)
good way to cope with these dire predictions is to make and keep
New Year�s Resolutions. I recommend put them in writing, with
operational terms, specific dates to accomplish each sub-goal,
and outcome assessment plans.
Make a resolution to overcome negative
attitudes about business and look at your work as a
If you think doing business and doing good are incompatible,
think again. You can make money by solving people�s problems.
There is nothing wrong with conducting business as long as it is
Using business perspectives, look at how many patients you need
to cover your overhead and support responsibilities, how they
get to you, and whether you are better off with or without
managed care. Do marketing research about current and future
markets, including your competition. Decide whether you should
continue as is, move to a niche, do additional types of work, or
switch to new work. If seeking advice, be sure your consultant
is familiar with psychology and keeps your information
Make a resolution to implement your
decisions, including specific work you will do and how you
will acquire new skills if needed.
There are numerous entrepreneurial opportunities that do not
require a job application or an exclusive full-time commitment.
You can consult to corporations, coach individuals, conduct
workshops in person and/or online, write books, produce
videotapes, and do speaking. Such revenue streams are not just
for money, but can bring creative satisfaction and control over
your work, while providing meaningful help to people.
Additional training does not have to be formidable. NYSPA, APA,
and other organizations offer workshops, home study, and online
courses. Books, journals, and newspaper articles may provide
what you need. Other sources include supervision, being
mentored, peer supervision, and teaming with colleagues who have
different skills. Don�t limit yourself to psychology. A few
business courses or public speaking training can help. Look
beyond formal courses to networking events, meetings in other
fields, community activities, and learning from friends and
relatives who are in business.
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Make a resolution to publicize your work and
include specific methods.
Regardless whether you decide to continue with the same work,
develop a niche, add new work, or change your work altogether,
your work needs publicity.
Possibilities include paid ads, but they can be prohibitively
expensive for psychologists. Ads can be made more affordable by
just listing your web site, where people can find abundant
The public�s enthusiasm for psychology translates into free
publicity through television, radio, print interviews, and
speaking at organizations seeking programs for their meetings.
Media opportunities can be found through Public Education
Committees and by getting known through writing books and
articles and speaking. Having your own web site not only
enables journalists and producers to find you and realize your
value, but to get essential background information about you for
their articles and broadcasts.
A web site is the most cost-effective medium. You get
essentially unlimited space. It is available 24/7/365. Unlike
brochures, which require storage space and are stale as soon as
their ink dries, a web site takes no storage space, can be
updated instantly and continuously, and grows with you and your
Make a resolution to harness NYSPA�s new
initiatives to jump start promoting your work.
This year is also different than other years for NYSPA members.
NYSPA produced Public Service Announcements to brand and promote
psychology, which are ready for broadcast during 2005. It is an
ideal time to publicize your work while public attention is
focused on psychology.
Starting January 2005, NYSPA�s Referral Service is expanding to
an online directory for consumers. NYSPA continues its online
To stand out
from the crowd in these directories, you have to show why you
are outstanding, not just provide your name and location.
Recognizing the need for people to find lots of information
about you through your own web site,
these directories contain members?web site addresses.
It is the perfect time to get your own web site.
Additional tips on
Best wishes for a happy and successful 2005!
following article appeared in the Nassau County
Psychologist, Winter 2005, Vol. 32 (#1).
Increase Your Income
By Carol Goldberg, Ph.D.,
Don�t read this article unless
you want to make more money. This is not just for
clinicians in independent practice, who are suffering from
managed care bargain basement fees that are still decreasing and
from predictions of competition from as many as 300,000 in four
newly licensed master�s level mental health professions in New
York in 2005. It is also for school psychologists,
academics, authors, researchers, and any psychologist who wants
to earn more from entrepreneurial work.
This article is especially for psychologists who do not realize
they are in business or if they do, feel guilty about it.
Whether you are a full-time or part-time independent
practitioner, consultant, author of books, speaker, workshop
presenter, producer of videotapes, and/or producer of online
learning, you are organizing and running a business, which is
the definition of an entrepreneur. There is nothing wrong with
conducting business as long as it is ethically done. There is
nothing incompatible about doing business and doing good deeds.
In fact, I can�t imagine a more idealistic way of making a
living than by helping people.
you are like most psychologists, your curriculum did not contain
business skills. It also did not teach how to dress
professionally, decorate an office, develop cards and
stationery, or other skills needed to be an entrepreneur. Grad
school did not teach how to market your books, which publishers
now require authors to do.
Fortunately, you were taught to look at data systematically,
state goals and objectives, analyze data, and document details
in writing. You can learn to adapt these skills to look at your
work as a business: do marketing research about current and
future markets and your competition; define your work, including
niches; write a formal business plan, including a provision for
outcome assessments; publicize your work; and after assessing
outcomes, revise and fine-tune. I prefer to teach most of these
business skills in a workshop format, with supervised practice,
so this article will focus on one essential aspect of business,
promoting your work.
Regardless what entrepreneurial work you do, you have to let
people know about it. They will not beat a path to your door,
without knowing where you door is, why they should go there, and
why your services or products are worth their cost.
Word-of-mouth recommendations and networking can be effective,
but are limited to those who know you and know people who need
what you provide. Potential clients are likely to want
information about you, including details the recommender may not
Brochures contain substantial information, but are static
and stale as soon as their ink dries. They require storage
space. To get them to potential clients and book readers, they
must be carried or mailed (with postage costs). By the time
they are received, potential clients may have gone to your
Direct mail used to be considered good if it had a 2% response
rate. Now that people are inundated with unsolicited spam
e-mail that they filter out and snail mail they discard unread,
the response rate for direct mail is even less.
Directories, as the word implies, direct people to your door.
However, they do not provide enough information about why people
should use your services or read your books or show why you
stand out from the competition.
Paid ads are a mainstay, although as with direct mail, people
may be so inundated that they tune them out. Ads can be
prohibitively expensive for psychologists.
is essential to convey abundant information cost-effectively.
To decide that you are the expert they need, it is important to
see your credentials and experience; samples of your advice and
if books, read excerpts and reviews; and your special qualities
that convey comfort, trust, and rapport. Your own web site does
that uniquely well. Furthermore, a web site enables
directories, cards, and ads to save space by listing its address
where people find a tremendous amount of information about you
and your work.
web site is the most cost-effective medium. It provides
essentially unlimited space. Whenever people want information,
it is available 24/7/365. A web site takes no storage space at
all, can be updated instantly and continuously, and grows with
you and your work.
Search engines can find you and bring potential clients, book
readers, and others to your web site. Journalists and producers
can locate you, realize your value, and obtain essential
background information about you for their articles and
broadcasts. Since they work on tight schedules, they like being
able to access your site in their own time, any day, any hour.
You can obtain free publicity through television, radio, print
interviews, and invitations to be a speaker at organizations
seeking programs for their meetings. Your web site also enables
broadcast and print audiences to find out more about you after
interviews. Having your own web site demonstrates you are
up-to-date, in professional knowledge too. A web site can sell
your books and tapes directly.
Those who are NYSPA members will have the opportunity for
inclusion of their own web site addresses in a new online
Referral Service Directory for consumers starting January 1,
2005, as well as in the online Members Directory.
It is an ideal time to get your
own web site.
I�m enthusiastic about web sites because I�ve seen their
effectiveness for me and colleagues. I learned the hard way,
after a basement stash of stale brochures, meeting people who
told me they had thrown out my direct mail unopened, and paid
ads that were not even noticed. In contrast, new clients,
journalists, producers, and other business contacts find us on
the web. I am sharing our experience because having a web site
increased our income and I think it will increase your income
time to get your own web site or revise an ineffective one?