Overcoming Online Marketing Burnout

Make sure you’re providing the patient care your clients deserve with the right tools by your side.

In this day and age, establishing a strong online presence is SO important for PT practice growth. For an entire post devoted to breaking this down, check out 10 Marketing Tips to Increase your PT Clinic Awareness.

Today, we’re talking about burnout. Digital marketing burnout.

I’m willing to wager that you didn’t get into physical therapy out of a love for marketing. Even if it’s an element of the job that you enjoy, the process can be exhausting.

It requires near-impeccable consistency.

Laboring for reviews and referrals.

Troubleshooting technical difficulties.

Troubleshooting ineffective marketing strategies.

And so on.

To top it all off, you’re expected to have some kind of *sparkle* that makes you stand out.

I repeat: this can become exhausting really fast… not to mention discouraging if you’re not seeing the results you’d hoped for.

google analytics for physical therapy websites
If you’re struggling with burnout more broadly, check out Overworked and Underpaid, which details 5 actionable steps to help you break through your burnout.

If online marketing’s got you down, these next few tips are for you. Consider the following three questions to uncover and return to the heart of your marketing strategy.

1. Are you operating within a clearly defined niche?

… or do you find yourself jumping all around, trying to cover too many bases?

Defining your niche too broadly (or leaving it ill-defined) will have you stretched too thin and unable to effectively build domain expertise. Narrowing your niche doesn’t mean you can’t practice beyond it, but does allow you to specialize.

Do you focus primarily on Performance Physical Therapy? Women’s Health / Pelvic Floor? Pediatrics? You’re free to define your niche in a hundred different ways, but what matters is that you deliver a streamlined and uniform front.

2. Are you remaining authentic to your vision?

Social media makes it way too easy to look at what other people are doing and fall into a trap. Other accounts can quickly cross the line from inspiring to restrictive. Without realizing it, you feel obligated to portray your practice in a way which mirrors others’ versions of success. This can ultimately conceal what makes what you have to offer special.

Return to the goals, mission, and vision you wish to enliven through your PT practice. Why did you become a physical therapist to begin with? What led you to open your own practice? What do you love most about your field of work? Here-in lies the heart of what makes your practice special. It’s the “why” that drives authenticity, and authenticity that yields response. Use the “why” to drive your marketing strategy.

3. Can you devote personnel specifically to marketing management?

Marketing responsibilities easily constitute their own position. Whether by insourcing or outsourcing, consider how much you’d gain by handing these responsibilities over to someone who specializes. Yes, it will cost you more money up-front. The return, however, could easily surpass your initial investment. To aid in your decision-making process, see Is it Cheaper to Manage your PT Clinic In-House? and 5 Questions for Outsourcing PT Clinic Management.

digital marketing for physical therapy practices

5 Questions for Outsourcing PT clinic management

Make sure you’re providing the patient care your clients deserve with the right tools by your side.

Last week, we discussed why you should consider outsourcing your PT clinic management. Now, we’re diving into the decision making process with five questions you should ask when deciding whether or not to outsource for your PT practice.

To be clear, outsourcing in your PT practice doesn’t just apply to you personally, but to your whole team. While outsourcing may often impact you directly (especially telehealth and traveling physical therapists), it’s often a question of where your clinic’s resources are best spent.

Now for the questions:

1. How much time does this task consume?

physical therapy practice management

Along with determining how many hours a given task in your PT clinic requires, you can calculate the quantity of money those hours are costing you.

To calculate this, include the hourly wage of those devoting time to these tasks, as well as any outside resources you have to bring in. If the time spent and opportunity cost of completing this task in-house is greater than the hourly wages you could be earning in that same time, consider outsourcing to a physical therapy management software.

However, if this task consumes fewer resources than you’d be earning with a patient, you’re okay (for now).

2. What outcomes are you paying physical therapy staff for?

Here’s where we begin to encounter the matter of opportunity cost. Are tasks such as accounts payable detracting for your staff’s ability to facilitate a streamlined patient-intake process or deliver quality care? Even if you’ve hired (or plan to hire) personnel with the core responsibility of managing accounts payable, it’s worth looking at how much this would cost you, compared to the cost of outsourcing. Outsourcing to an entity that specializes is often much more cost-effective than doing it yourself.

3. Which areas of my PT clinic could use more attention?

This question really ties into the last. Are you or your staff bogged down by time-consuming, logistical details that cast a haze over the rest of your work? Are referrals suffering? Has organization plummeted? Examine these areas and consider where your staff is most effective. What tradeoffs are you currently making?

4. How much am I working?

Please hear me: it’s not worth it to manage and oversee everything at your PT clinic yourself — rather, you’ll just to end up overworked and underpaid.
Don’t only consider your own hours, but the time and well-being of your employees. Their well-being shines through and impacts your patients. Remember, it’s not just about making the most money, but instead, finding the most value… and after all, time is more valuable than money.

5. Does this task bring fulfillment?

If a task brings you joy, fulfillment, or a strong sense of ownership, it may be worth doing yourself, even if that’s not the most efficient option. At times, I must remind myself that efficiency isn’t everything. Our lives and our work are about so much more than getting from Point A to Point B. We live in the process, and it’s right to find fulfillment accordingly.

Make the most of your staff and clinic’s time

We hope these questions assist you in evaluating where outsourcing may be the right choice for your PT practice. To learn how PtEverywhere.com can help you optimize your practice management, check out our features and see how PtEverywhere can serve your practice.

PT practice management

Is it cheaper to manage your PT clinic in-house?

I am a saver.

As in, I’m one of those people who’s physically pained by spending money. I budget almost to a fault and will DIY just about anything to save a few dollars. I’ve learned to cut my own hair, bake my own sourdough, and patch my own drywall. The list goes on.

You can bet that when it comes to things like accounting, organizational management, and recordkeeping I’m inclined to do it myself. After all, I understand basic math and I am extremely detail oriented.

There’s nothing to lose… right? Wrong.

Think all the way back to ECON 101 (I know, it was a traumatic experience for me, too). Remember that thing called opportunity cost? It’s probably at play in your life far more than you realize. In fact, it factors into every decision you make (whether or not you realize it). Whenever you choose to do one thing with your time, you’re also choosing not to do a myriad of other things with the same time.

Time is more valuable than money. Especially for physical therapy practice owners.

Something I have to remind myself of regularly is that money is just a tool. It’s not the end-all, be-all, nor is it worth anything without the things that bring meaning and enrichment to our lives.

Time, on the other hand, is priceless. Once it’s gone, we can’t ever get it back. As we previously wrote, it’s the most important thing.

This is why it doesn’t make sense for us to do everything ourselves. For instance, how much more valuable would it be (both tangibly and intangibly) for you to spend 2 hours managing insurance claims, versus 2 hours seeing patients? I’m going to go ahead and guess that you’d rather be working with patients.

Uh oh, get ready for more ECON… comparative advantage. Not only would you likely prefer to spend more time practicing physical therapy and less on overhead tasks, there are many people out there who’ve made careers out of such task management. Not only do they actually find it fulfilling, they’re likely a heck of a lot more efficient at it than you are.

By outsourcing tasks that don’t align with your focus and strengths, you now have more time to spend with the people you love or invest in parts of your career that excite you.

Still not convinced? Let’s look at some (hypothetical) numbers.

Say your practice earns an average of $80 per visit. Each visit lasts around 30 minutes, so in an hour you’ve earned $160. Meanwhile, you’ve hired a bookkeeper who charges $40 per hour.

Even though you’ve spent $40 on a bookkeeper, you’ve gained a total of $120.

How much would you have made had you done the bookkeeping yourself?

That’s right: $0.

While it’s rarely quite this cut and dry, I hope this illustrates why it makes sense to outsource.

Remember, you can’t do it all yourself. Even if you could, there’d be no reason to do so.

As Napoleon Hill said, “Time is wealth. When it’s gone, you cannot replace it.