Physical therapy is a field in the medical industry that is experiencing explosive growth. People are seeing the benefits of both physical therapy and preventative maintenance. If you have a physical therapy office, you may be wondering how to utilize the power of marketing to grow your practice. As you formulate your medical marketing plan, consider both the keys to physical therapy marketing and how to get great results.
The Key to Physical Therapy Marketing
With so many physical therapy offices out there marketing themselves, how can you stand out? First, you need to determine how marketing for a physical therapy clinic is different than other marketing. A medical marketing plan will look a little different than a marketing plan for a bakery, a bookstore, or another type of business. General principles will apply, but take some time to ask yourself how a physical therapy office is different than other places of business. What do you offer your clients? Why do they need your services?
All the experts agree – the single most important key to quality physical therapy marketing is relationships. The medical industry, and specifically physical therapists, exists to serve people. Your average patient will use trust as the foundation of all their medical decisions. If you can build trusting relationships with your current patients and with the outside community, you’ll be well on your way to being a successful physical therapy practice.
You should build your medical marketing plans around the key of building relationships. So what does that look like in practice?
First, use any existing relationships you have, either with current patients or with other industry professionals to gain new relationships. Focus on networking, meetings, and even informal social gatherings.
Second, be honest with those around you about what you’re interested in doing – specifically, building your business and your brand. Once you have trust built, tell people that you’re working towards a better physical therapy office. Wait for the right time and keep it relaxed and professional. You don’t have to feel like a salesman.
Third, don’t forget about actually building your brand. Your brand is what you are and who you serve. Your logo, design, name, and office all stand for something. Whatever goal you have is what people should understand when they meet you or come into your physical therapy office. Your brand gives people a brief outline of what services you provide, what kind of results they can expect, and what the environment of your practice is like.
Putting Your Plan Into Practice
Other than the suggestions listed above, it’s important to utilize social media, blogs, your website, and traditional advertising avenues to promote your brand. Your medical marketing plan should include whatever advertising you think will reach your intended audience. These marketing practices will help you get in touch with relationships you don’t have yet. If you want to focus on older people dealing with chronic pain issues, then use the radio and magazine ads. If you want to focus on younger athletes, use social media and the web. Whatever you choose, make sure it fits into your marketing plan logically.
If you make building relationships the center of both your marketing plans and your day to day life in the office, you will see great results. For more medical marketing tips, contact Farotech or visit our blog.