It does not really matter whether you are selling shoes, sports equipment, holidays, or physical therapy – the primary objectives are the same. You want to make a profit and you want to satisfy customers, so that they choose to come back for more. For a physical therapy practice, the end goals can seem to be a little more complicated than if the aim were to offer, say, designer handbags. Yet, the truth is that successful marketing is still the gatekeeper which stands between you and the chance to become an established online brand.
These days, it is not enough to just sit back and get complacent about your number of patient referrals. We live in age of constant change and choice – it is as easy for a consumer to up and switch their choice of physical therapist as it for them to stick with a familiar one. In most cases, it is a matter of simply logging on to a website and registering with a new clinic. This is why it is essential that you give your clients an incentive to stay loyal.
These handy marketing tips and tricks will help you to grow your online presence and catch the eye of modern brand-savvy consumers.
Make It All about You
According to recent studies, nine out of ten people now check out company websites before they consider working with physical therapy practices. More often than not, they click straight through to the ‘About Us’ or ‘Company Bio’ page, because this is where they expect to find a concise and informative description of the services offered. A good ‘About Us’ page is not so brief that it looks like there is nothing interesting to be said about the practice, but not so long that users get bored of reading.
This page is also responsible for the level of trust which unacquainted consumers feel for your business. If the tone is professional, but friendly, they are likely to feel favorably towards you. On physical therapy websites, it is very important to list official credentials and qualifications – make sure that every title and certification attached to your practice is clearly outlined.
Get Specific with Your Audience
It is a good idea to utilize your specific form of training to zero in on a target market. As physical therapy is a fairly specialist industry – while in high demand, it is usually a ‘one off’ service for most people – the best way to market a business is to find a suitable niche. For example, if you have trained in geriatrics, it could be useful to market your practice at older clients who need help regaining posture and stability.
Once you are clear on who your target audience includes and why, tailor your promotional content (flyers, leaflets, brochures, online ads, and articles) for this specific group. This will ensure that you receive the right type of referrals and it will give you a chance to offer a more personal service. If you have specific clinical connection with your clients, they will trust you more and expect a consistently high degree of care. You have to remember that, for many people, physical therapy is a very new and invasive process – the channels of communication should always be open.
Dazzle Clients in a Practical Way
To some extent, the rise of social media and online marketing has encouraged physical therapy practices to disregard the value of direct contact. Yet, this kind of industry is founded upon personal connections – it is, in many ways, a very intimate service. This means your physical therapy marketing should take into account that prospective clients really do appreciate the chance to chat face to face with experts and professionals. They can ask questions, share their opinions on care, and make it unambiguously clear what real patients, with real problems, want to see.
If you have the resources and the time, think about setting up practical workshops, so that you can demonstrate the value of your services in a visual and immediate manner. These workshops should be held in a central location, which is important to the local community – for example, a village hall or a community center. This kind of event is a great opportunity to directly ask prospective clients how they would like their physical therapy to be shaped.
