You’ve been through years of school and countless hours of certification training. You’ve opened your own PT practice and hired an outstanding team of therapists to help you provide great service to patients. You’ve ordered your equipment, set up your exam rooms and now you’re just waiting for people to walk in the door so all your hard work can be put to good use helping people!
We get it. Your expertise is in physical therapy – not in marketing. But without a great strategy for marketing for physical therapists, your practice can’t maximize all the great effort you and your staff have put in so far. The answer to this dilemma is to learn a few basic pointers that will help keep that phone ringing and will keep new patients walking in the door on a consistent basis.
Here at Farotech, we’ve worked in the field of Physical Therapy for many years and are proud to say that we’ve been able to help PT centers optimize their online marketing and boost their business. Let us help you so you can focus on what you do best – taking care of patients! Read on to discover a few of our top tips on how to improve your marketing, especially when it comes to reaching your prospective patients online…
The Secrets of Modern Marketing for Physical Therapists
1. Don’t Get Down on Yourself: Bigger Isn’t Always Better
You may be thinking that because you’re a small, independent physical therapy center you can’t compete online with the big dogs. Well, research is proving that just isn’t true. Although the large, established PT brands will attract the most traffic online, this means that they will attract all sorts of clientele – including those patients who will end up being disproportionately costly to care for. So if being a big brand means you take on the burden of the less profitable patients, then being a small practice isn’t so bad after all!
In fact, we can help you gear your online marketing for physical therapists efforts so that you are actually targeting the specific buyer personas that make you the most profit. You can still provide a valuable service and help your patients, but proper marketing will ensure that you do it in the most profitable manner for your business.
Too many business in the medical field forget the importance of regular marketing analysis. Because marketing isn’t typically your primary focus, the actual reviewing of data and tracking of results tends to get put on the back burner. We know this isn’t top priority in your office on a weekly basis, but we promise that it is extremely important and well worth your time.
If you can’t assign this job to someone in your office staff, considering hiring a professional marketing company like Farotech to help you analyze your campaigns and optimize your efforts. For example, Farotech can implement a sophisticated software on your website that tracks where users click, which pages they visit most frequently, how far they scroll down those pages and more! These metrics can be invaluable when it comes to making small tweaks to your site that can mean big changes to your ability to collect leads online.
In addition, we can set up an SEO campaign for you that will help you start to get ranked on the first page of Google for your business’ main longtail keywords. In the process of running this campaign, we’ll provide regular reporting to you that will help you see – at a glance – where we are making progress and where we need to implement a new strategy.
3. Prepare Your Office Staff Adequately: Phones Will be Ringing
If you’re properly utilizing your website as a search tool, you should be bringing in web leads on a weekly basis. Consider setting up calls to action on your site, which would lead to landing pages where you could collect prospective clients’ contact information in exchange for some type of helpful resource. Imagine this…
Danny has a severely strained calf muscle and is looking for ways he can treat it at home. He lands on your site and because you’ve implemented your marketing for physical therapists genius strategy, he finds a free PDF download of a flyer outlining some stretches he can do for his calf. He prints the flyer and hangs it on his fridge, hoping that he can take care of this issue himself at home. However, 2 weeks later he is still limping around. While the stretches have helped and your resource has provided him with some valuable tips to help him at home, what he really needs is to schedule an appointment at your office and get some professional help. Luckily that flyer has your office phone number right on the bottom of it and Danny picks up the phone to make his first appointment.
With a properly aligned strategy, your phones should be ringing consistently with leads that have been generated from your website. If you would like more information on how to make an inbound marketing plan like this work for your practice, contact us today!