Physical Therapist Marketing Ideas By PatientGain
How to market yourself as a physical therapist it requires a well thought out medical marketing plan for your company. GOLD solution costs $699/mon and is designed to provide you with a competitive advantage
When marketing yourself as a physical therapist, it requires a well thought out medical marketing plan. To be successful and grow your business, you must approach this challenge using several techniques. The experts at PatientGain.com can help you market yourself as a physical therapist and develop a robust plan to help get the word out in your community. Below are some areas you should consider concentrating on to promote yourself and the areas we can assist.
Below are some areas you should consider concentrating on to promote yourself and the areas we can assist.
1. Physical therapy website
If someone is looking for a physical therapist, your website will often seal the deal for them, choosing you as their physical therapist. A well written, unique, and professional-looking website that is easy to navigate will do wonders in converting a website visitor to a patient. Your website needs to be inviting, make it clear the services you offer, and be on-brand with the rest of your marketing efforts. A website that looks dated, loads slowly, or looks like it hasn’t been updated in the last decade will quickly cause visitors to check out your competitors.
A critical factor a website must possess is that it is responsive to the screen it is viewing. The majority of your visitors are not going to be viewing your site on a desktop computer. They will be viewing it on a tablet or a smartphone, which also has a variety of different sizes. If your website does not automatically resize to fit the screen it is being viewed on you are at a disadvantage and on your organic rankings will suffer. Another vital aspect of a website is its load speed. Studies show you have less than 3 seconds to make an impression on a site visitor, and if you can not get their attention or engage them within that timespan because your site is loading, they will move on to a competitor.
Finally, your website needs to be organized, so it is user friendly. A user-friendly experience will reduce the likelihood of someone abandoning your site out of frustration because they can not find the information they need. Consider the main reasons people visit your website and examine their journey from the home page to their destination. Regardless if it is learning about a service or placing a phone call to make an appointment, look at each part of their journey, each click, and determine if that is the most efficient way for them to accomplish their goal.
2. Content Marketing
Organic rankings depend on various factors, but one of the most significant determiners is your website’s content. It needs to be unique, authoritative, and informative. You do not want content that is all fluff and copied from somewhere else as search engines are now pretty good at identifying that kind of content. The goal of a search engine is to provide its users with organic results that are the most useful and relevant. If your website has 1,000 words about a physical therapy service that users spend 5 minutes reading and then clicking around the rest of your site, that will look very good for a search engine. A competitor with only 200 words on the topic reads in 2 minutes and results in a visitor returning to search results will have a hard time beating your rankings.
Content marketing is a continuous process that is not done once and revisited every year or two. For the best results, you should be continuously adding, updating, and revising parts of your website throughout the year. No, this does not mean rewriting your content every month or completely rearranging your service pages. Instead, throughout the year, take a couple of pages every month to see if they need to be revised, improved, or if more content could be useful to the website visitor. These constant updates will show a search engine that you keep your site as up to date as possible. A regularly updated blog is another good way to get new and fresh content onto your website.
3. SEO of your physical therapy website
Related to content marketing, search engine optimization is the process of improving your content to include the keywords and phrases your target audience uses when searching for the services you provide. Good SEO work sprinkles these words and phrases throughout your content. Be careful not to overload your content with keywords or phrases, which will often result in penalization from a search engine. You should also not put target keywords on pages where they are not relevant. For example, if you have keywords related to strains and sprains, they should be on pages that talk about those injuries and not on other pages, like fractures. The more relevant the keywords are to the pages, the better the results.
When selecting the keywords and phrases to focus on, you want to use some medical terms. However, it is just as important, if not more, to use the words and phrases your potential patients will use. They are likely unfamiliar with the precise medical terms for injuries and the treatments used to help people. If your website has the words, phrases, or even questions people are typing in to get search results, it will improve your site’s organic ranking. A search engine will highlight your site over competitors if it has the exact phrases and questions users are typing during their healthcare research.
4. Social media marketing
For physical therapists, social media can be a great marketing tool. Physical therapy lends itself to producing engaging and interesting posts with pictures and videos. While you need to get your patients’ permission to feature them in your posts, they do not have to be limited to just showing them. Your social media posts can highlight various staff members and the services they provide at your location. Posts can also show the typical equipment people use during their physical therapy, and staff members can even demonstrate them in videos. The nature of physical therapy, with different equipment, movements, and improvement in health over time, lends itself to many engaging social media posts that will interest followers.
Many social media channels also give businesses access to online marketing. You can target specific audiences in your community to make sure the people who see your ads are most likely to need your services. The best social media ads usually include a short video or an engaging picture to catch a viewer’s attention. Many physical therapists highlight services related to common injuries that may happen during that part of the year.
Some of the major social media channels you should have a presence on include:
Physical therapists may also find some success by making accounts on Snapchat and TikTok, but these should not be a priority compared to the others.
5. Referral Marketing
Referrals to your business are going to be crucial as a physical therapist. Physical therapy is not a service offered by a primary care doctor, pediatrician, or a specialist will provide to their patients. It is often the next, and in some cases, the final step in recovering someone who has suffered an injury. For example, a primary care physician, urgent care doctor, or orthopedic doctor will handle the initial treatment of a broken bone or a severe sprain or strain. Once the tissue or the bone has been repaired, strength, agility, and movement will need to be worked on to restore that area’s functionality altogether. These doctors will then hand that part of the recovery off to a physical therapist. Many of your patients will not come to you in the first step of the treatment but in the last step. With that in mind, you need to develop a referral network.
Developing a referral network requires some footwork and your ability to market yourself directly to other doctors. Essentially, you need to present yourself as the most logical choice for a doctor. Instead of a doctor trying to figure out if you are a good fit for their patients, do their homework for them. Research the type of patients they receive and then show how those patients can complete their recovery by receiving physical therapy from your location. Giving examples of the kind of patients they receive and showing your services fitting into their recovery plan is a powerful way to influence their decision.
Many insurances require a referral from a doctor to receive physical therapy. Once a relationship is established, dedicate a part of your website that highlights the doctors and medical practices you work with to refer to your business. Someone may come across your site with a sprain they need to get worked on, after getting information about your practice, they can be sent to one of your doctors to get the initial referral. This mutually beneficial relationship will only strengthen the bonds between your two practices.
6. Email Marketing
For a physical therapist, email marketing is a great way to keep your patients up to date about the services you are offering at your business. You do not want to be emailing patients every day, highlighting your hours of operation. It would be best if you certainly informed them about any upcoming changes in your hours; your email should focus on other things. Some popular topics other physical therapists have used for their email marketing campaigns include:
• Introducing new staff members with a bio of their background and services they offer
• New equipment ready to be used by patients and the type of physical therapy that uses them
• Tips and health advice to maintain good health at home
• Information on how to avoid common injuries
• Information regarding what symptoms to look for if you believe you may have injured yourself and could benefit from physical therapy
Since physical therapy is often not the 1st step in the recovery process of an injury, it may be beneficial to engage with your referral partners. Coordinate with them to have their medical practice email their patients about your services. This will have you already in their minds as they visit the medical practice first for a diagnosis and then if needed, your clinic for physical therapy. Approaching email marketing this way can be tricky as you do not want to be approaching a medical practice every month, asking them to do this. However, doing it a few times during a year as the season changes and different injuries become more common could be a good idea.
7. Direct Mail Marketing
You may be surprised to learn that direct mail marketing is not dead! It is starting to make a comeback, and physical therapists are taking advantage of it. Reduced mail volume means your marketing materials have to compete with less and less, and it is easier to stand out in the daily arrival of household mail. For your direct mail marketing materials to stand out, it can not be just a white envelope that could get mixed in with the rest of the mail. Some ways to stand out in the mail include:
• Sending items that are unusual shapes and size
• Vibrant colors
• Flyers or pictures on thicker cardstock
• Promotional items, such as pens, pencils, magnets, or calendars.
Your direct mail marketing strategy’s top goal is not for your mailer to immediately end up in the trashcan. Ideally, you want it to be pinned to a corkboard or stuck onto a fridge for a household to see every day. Things like magnets or calendars are useful to people and are more unlikely to be thrown away. If your marketing material has a coupon attached to it, it will give people pause before they throw it away. When designing your mailer, make sure it is long-lasting and not useful only for a limited time. For example, you would not want to send something to a household with a coupon that expires the day it arrives or a couple of days afterward or sends a Thanksgiving-themed mailer the day after Thanksgiving.
Are you looking for help marketing yourself as a physical therapist? Come to the experts at PatientGain.com. Our top-notch team of website designers and marketers have worked with many physical therapists to help them grow their business. Set up a meeting with our team today and let us work with you hand in hand to make you go-to physical therapist in your community.
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Online Success Starts With Best Medical Marketing Conversion Website
Medical Marketing Conversion Websites are different than informational websites. Here are 8 examples of characteristics for medical marketing conversion websites
Your Medical Marketing Conversion Websites should:
No 1. Your medical marketing conversion website should have useful information for a patient visitor to easily contact you multiple ways. This includes 1. Click to Dial – Phone 2. Fill out an Appointment Request 3. Find Directions 4. Find Medical Services
No 2. Intelligence so Information is captured securely in a HIPAA Compliant database
No 3. Tracking software so source of your leads is captured so you can easily measure the ROI of each advertising medium
No 4. Promotions and Offers should be included predominantly
No 5. Tracking of Phone calls is very important
No 6. Ability to respond automatically ( Auto-Responders ) should be built into your medical marketing conversion website
No 7. A/B Tested layout for best possible patient experience and results
No 8. Your medical marketing conversion website should not take the user away from your primary focus. For example, if your strategy is to capture patient information from a landing page, keep it simple and to-the-point. Do not offer any other offers so the patient is tempted to click on another area and leave your website.
Email Marketing Benefits for Doctors and Medical Practices
What are the benefits of email marketing for healthcare businesses like doctors, dentists, and other medical professionals?
Despite the changes in technology in recent years, email marketing remains a powerful tool to reach more patients and grow your business. Although you may have heard that some marketing gurus frown upon this marketing channel, studies show that your patient love useful information and are you are more likely to acquire new patients through email marketing than through social media channels. SEO and online advertising is still the no channel for medical professionals, Email marketing included with other channels. Another important data point – 68 percent of your Emails are read on mobile devices, iphones and other smartphones, in USA and Canada.
“Let Me Check My Emails” is overwhelmingly at least one of the reasons why people log online and in some cases, it is the only reason why people log on. Email marketing does not solely need to be about plugging your services or products. Instead, connect with your patients by sharing information about your practice and promote good health practices. Email marketing is a cost-effective way to build relationships with your patients, allowing you to highlight your medical practice and what you can do for them. You’ll reach more patients but with less time, effort, and money.
Why should I be using email marketing in my medical practice?
Email marketing will generate more leads for your practice. If patients take the step to sign up for your email list, they’ve shown they want to know more information about your business. Emails are also very easily shared among the patient’s friends and family, exposing more people to your practice and the services you offer.
Email marketing often leads to increase patient conversions to your business. Unlike some other marketing channels, you can follow a patient’s journey from the email through your website to where they eventually make an appointment. This information can show you what areas are popular among possible patients during that time of year, and you can improve your website’s overall flow by identifying any areas where people abruptly leave your site.
Compared to traditional marketing channels like print or direct mail, email marketing is cost-effective. Compare the month to month costs of email marketing with the month to month costs of traditional marketing. In many cases, you will get much more bang for your buck. Unlike sending out postcards or newsletters, you’ll be able to see how many people actually open your emails.
Studies show that for every $1 you spend on email marketing; it repays itself many times over. You’ll be able to determine the ROI (Return On Investment) on every single email campaign you send. This allows you to know how effective your money is being spent and gives you a chance to improve future campaigns to make them even more effective.
Finally, email marketing will lead to more patients. You can send patients coupons, news about sales, discounts and new services you are offering. Patients will appreciate getting a “sneak peek” on any new sales or services before the general public does. This will only increase their loyalty to your medical practice and have them recommend it to friends and family.
What are some good tips for email marketing for healthcare practices?
- Patient security and permission is your number 1 priority. Make sure you receive a patient’s explicit authorization to add them to your email list before you start to market to them. It is rude and in many cases, illegal to email people unsolicited without their permission. Too many “spam” reports, and you’ll be blacklisted from most email providers. Also, asking for permission from a patient gives them peace of mind that you are respecting their information and privacy.
- Grab their attention with the subject line. Do you know how many emails a person gets a day? On average, it is over 100. Stand out from the crowd and make sure your subject line is unique and eye-catching. The more compelling it is, the more likely it is to be read!
- Consider the frequency of your email blasts. Nearly 50% of customers say they get too many marketing emails and unsubscribe from a mailing list. For you to keep a stable list of patients to email, don’t email them too often, regardless of how many offers you may have. Avoid being label as a spammer and pick your spots to send out an email to the masses. Find a happy middle ground of not emailing them too much they mark you as spam and so little that they forget who you are.
- Try segmentation to target specific customers. The segmentation of your email list, or putting them in groups where people share similar qualities, is an effective way to get more clicks and emails opened. It allows you to customize an email campaign to patients, making it more relevant to them. This increases their engagement, and therefore makes it more likely for them to engage your business.
- Use automation to save time and energy! One of the most powerful features of email marketing is the ability to set up schedules to send out emails, allowing you to focus your attention on other things with your business. Establish triggers or thresholds to send out customized emails to patients. For example, appointment reminders and post-appointment survey emails are effective ways to connect to your patients.
Email marketing gives you a direct line of communication to current and new patients. This engagement on a personal level improves the patient-doctor relationships and helps cement them to be long term patients of a practice. You can present your medical practice as a trusted brand and keep patients up to date with the services you offer.
What can PatientGain.com Email Marketing do for me?
One of our most popular email marketing packages can provide your practice with 12 newsletters per year and six more seasonal newsletters. We will target your new and existing patients with interesting, topical information about your practice and other healthcare news. This vital marketing tool will promote your brand and engage with your patients and reactivates old ones who have not been to your location in a while.
Our emails are also optimized to appear on any device. Over 2/3’s of people read their emails on a mobile device. We’ll ensure your email campaigns look great on any phone, tablet, or desktop computer.
How does PatientGain.com make my email marketing more effective?
Your email campaigns are only going to work as well as your email lists allow them to be. If your contact file is inaccurate or hasn’t been updated, you will likely not have a beneficial email marketing channel. You can easily be labeled as a spammer if your emails bounce back, contain invalid or inaccurate contacts, or if you get complaints from patients. Once blacklisted, your emails may not even show up in a patient’s mailbox, being relegated to the “Spam Folder” of any email provider.
Our automated tools in our software allow you to focus on the patients in your clinic while we take care of your email marketing strategy. We can easily add new contacts to your email list with our Auto Loader app. New contacts are uploaded securely and in full HIPAA compliance.
What are some results you’ve seen with your customers?
We have a customer who has 7 locations in the rural and suburbs of a major city. On average, they get 54 patients per clinic. After implementing our Email Marketing Program, they saw average patient engagement increased by 11% over five months. We saw increased engagement in surveys, patient feedback, newsletters, and promotional emails. New patient acquisitions increased by about 3% and repeat patient visits increased by about 8% compared to the previous year.
How does PatientGain.com keep my email lists fresh?
Our software will automatically scrub your email lists to ensure your contact lists are accurate, improving your sender reputation. This frees up your time, instead of having management or clinic staff manually go through your contact list. When new contacts come into your CRM, our system will check them against your database pulling out: any invalid contacts, those who have asked not to be emailed in the past or have a habit of marking an email as “spam.” Each contact is graded, and those with poor grades are automatically purged from your email lists. When you send out your campaigns, we’ll check for any unsubscribe notices or bounced emails and remove them as well. You can send out emails without worrying about being flagged as a spammer.
Want to learn more about what PateitnGaint.com can do for your clinic and improve your email marketing, patient acquisition, and patient engagement. Contact us and request a demo today!
PatientGain.com is a proven medical marketing solution, includes apps, websites, SEO, HIPAA compliance and account management.
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