In the age of the mysterious “algorithm,” marketing can be daunting. Even without SEO and social media algorithms, the task of promoting one’s services is often overwhelming, particularly for those of us without business degrees. So, how do you come up with a physical therapy marketing plan for your clinic?
Fortunately, the key to a successful PT marketing strategy needn’t remain a mystery. Any physical therapy business can increase their clinic’s awareness with consistency and a few of the tips below!
Why Is Physical Therapy Marketing Important?
Now, you might wonder why physical therapy practices need marketing more than ever. The landscape has shifted, and physical therapists must take control of their marketing.
Traditionally, most patients came through doctor referrals, but with a decline in referrals and an increase in hospital and physician-owned clinics, physical therapists must now create their own marketing strategies.
More doctors and patients are turning to pain medication and surgery, even though physical therapy is often a more effective solution. Many patients are unaware that physical therapy is an option.
10 Physical Therapy Marketing Ideas To Level-Up Your Practice
According to an APTA report, a significant percentage of nonusers and previous patients believe that a referral is necessary to see a physical therapist. This is where proactive marketing physical therapy strategies come into play, as it educates patients about their choices.
So, what are these effective physical therapy marketing strategies?
1. Make a Plan
This is one of those things like outlining a paper or making a budget. It makes your outcomes much more attainable (and your life way easier) but is easy to overlook when you’re in a hurry to get things done. Coming up with a marketing template is the first important step to get your PT practice on its way.
In developing your physical therapy marketing plan, consider both who you’re targeting and how you wish to allot your marketing dollars.
Who is your ideal patient? What kind of lifestyle does she lead? Which services might she be seeking?
How much are you willing to spend on your marketing efforts? Where exactly is each dollar going to go? Write this down!!
2. Pay Attention to your Competition
What do you have to offer that your competition does not? Gather this information and make it part of your physical therapy marketing strategies. Tell potential patients what makes your practice special and how you can best meet their needs.
3. Establish an Online Presence
This includes both social media and your website. Keep your content up-to-date and ENGAGE with your community online.
Engagement is where social media really shines! Follow members of the community and don’t forget to like and comment on their posts. Share content that inspires you and feature success stories.
Don’t neglect the details. Aesthetic matters! Invest in sleek website design that draws clients in. Check out WordPress or Wix for beautiful, easy-to-use templates.
4. Start a Monthly Newsletter
A newsletter is a great way to help patients feel like family. This is the place to highlight success stories, testimonials, new offerings, and recent community involvement. Incentivize patients to sign up for your newsletter by offering exclusive wellness content.
5. Deliver Consistency
Whether or it’s through blog posts, social media posts, a newsletter, or all of the above, make sure to deliver content on a consistent schedule. Consistency is one of the biggest secrets to working with the algorithms to increase your online visibility. Not only does consistency enhance visibility, it helps your audience recognize your brand and builds trust. In this way, consistency equates to reliability.
6. Embrace Digital Marketing
If you have a big enough budget to pursue marketing for physical therapy, consider offering an online service or product. This could take the form of an ebook, webinars, or exclusive educational videos. Each of these products can help circulate the name of your practice, engage existing clients, and even bring in a second stream of income!
This is an important tip to remember as online marketing will become more and more popular as time goes on.
7. Reach out for Reviews
Having lots of testimonials is a HUGE factor in marketing for physical therapy. You want potential patients to see how much you have to offer when your practice pops up in their search results.
Don’t be afraid to ask your loyal patients to review your practice online. It is especially helpful to ask for reviews through Google Maps. The more positive reviews you have, the more likely your practice will pop-up high on the list when people search “physical therapy near me.” Boom: geographic targeting!
8. Incentivize Referrals
Referrals account for the vast majority of practice growth. Increase your referrals by offering discounts for those who have hit a certain number of referrals, entering them into a giveaway lottery, or even featuring them on a bulletin board
9. Offer an Easy Way In
Consider hosting a free injury clinic, injury assessments, or consultation appointments. Each of the above offers prospective patients a way to assess your practice without making a monetary commitment. Plus, free consultations create an opportunity to present yourself and your services; ultimately, presenting a solution to their problems. All in all, this sounds like a fantastic first impression.
10. Network
PtEverwhere has a whole post on networking so I’m not going to go into depth, but the bottom line is that you need to embrace community partnerships. Check out “10 Networking Tips for PT Professionals“ for more advice on networking.
Measuring Marketing Success for Physical Therapy Practices
Tracking the success of your physical therapy marketing efforts goes beyond vanity metrics like website traffic and social media engagement. Here are some key metrics relevant to PT practices:
Appointment Booking Rates
This metric measures the conversion rate of website visitors or social media interactions into actual appointments booked. Track how many people click on your "Book Now" button or call your practice after engaging with your marketing materials.
Lead Generation
This focuses on the effectiveness of your marketing channels at attracting new patients who express interest in your services. Track leads generated through different channels like website contact forms, social media inquiries, or email newsletter signups. Analyze which channels bring in the most qualified leads.
Patient Retention Rates
This metric evaluates how well you keep existing patients engaged in your care. Track the percentage of patients who return for follow-up appointments or additional treatment sessions. High retention rates indicate patient satisfaction and trust in your practice.
Return on Investment (ROI)
This metric goes beyond just website traffic and measures the actual revenue generated from your marketing efforts. Consider the cost of implementing each marketing strategy and compare it to the revenue generated from new patients acquired through that channel. Analyzing ROI helps you identify the most cost-effective marketing strategies.
Pro Tip: Utilize website analytics tools like Google Analytics to track website traffic, user behavior, and conversions. Many social media platforms also offer built-in analytics dashboards to measure engagement and reach.
Frequently Asked Questions
Do I Need a Marketing Budget?
While some strategies like referrals and networking are cost-effective, building a strong online presence and digital tools often require investment. Start with your available resources and scale up as your practice grows.
How Can I Measure the Success of My Marketing Efforts?
Track website traffic, social media engagement, appointment bookings, and review growth. Analyze conversions and adjust your strategies based on performance data.
Where Can I Find More Marketing Resources?
Utilize platforms like PtEverywhere, industry publications, and online marketing guides for specific strategies and tools. Connect with professional networks for support and collaboration.
Bottom Line
Taking control of your physical therapy marketing is essential in today's competitive landscape. By implementing these marketing ideas for physical therapy, you can attract new patients, re-engage past ones, and promote the value of your services in your community.
And if you're feeling overwhelmed, consider exploring comprehensive physical therapy management platforms like PtEverywhere, which can streamline your marketing efforts and help you achieve your practice goals.