Today’s blog post comes from Ann Wendel, PT. Ann is the owner of PranaPT, a member of WebPT, and an active Tweeter (@PranaPT). Thanks, Ann!

WebPT’s theme for the month of April focuses on protecting and bettering the planet. As Co-Founder Heidi Jannenga stated, “While we want everyone to play their part in protecting and bettering our planet, we also want any green initiatives to benefit your practice—and your patients.” Thinking about this theme, it occurred to me that the best way we can help build a better future is to cultivate relationships with our current DPT students (and undergraduate students interested in applying to physical therapy programs). The students of today will become the leaders of our profession tomorrow. What better way to benefit all people than to plant and nurture seeds in the passionate group of students currently enrolled in physical therapy programs?

Through social media, I have been fortunate to meet a bright, engaging, dynamic group of students who have challenged me both clinically and professionally. Before I became active in social media, my experiences with DPT students had been less than favorable. I had interacted with only a few students (those doing affiliations at the clinic I was managing). I had mentally split all DPT students into two categories: those who were nice people but poorly prepared for clinical practice and those who were well prepared technically but poorly prepared on an interpersonal level. There didn’t seem to be any gray area. Either the students didn’t have the basics nailed down, or they did and felt like that entitled them to be confrontational with more experienced clinicians.

My overall view of the future of our profession was that we were in trouble. I felt that we were sending out students who were not well-rounded professionals. Some people argue that you can’t teach interpersonal skills like respect, empathy, openness, and curiosity; I disagree. I believe that it’s our job as educators and clinical instructors to foster appropriate interpersonal skills along with other clinical skills. We are, after all, in the business of caring for other human beings.

According to Hat Trick Associates, as of 2010, there were about 450 million active English language blogs. And in Blog Rules, Nancy Flynn explains that in 2006 a new blog entered the blogosphere every second. Even before Facebook and Twitter, businesses were using blogs as a way to have instant, two-way communication with customers and prospects online. So, why wouldn’t rehab therapists blog? It’s a great way to educate the community, give your practice personality, and promote your expertise.

Why blog?
While you obviously can’t share individual patient data or patient-specific recommendations, you can use your blog to educate, inform, and market generally. From sharing best practices and enlightening anecdotes to highlighting your key differentiators in services or a few core-strengthening home exercises, blogging helps you and your clinic:

1. Add value by providing ongoing education. Treatment shouldn’t stop when patients walk out the door. Supplement regular therapy sessions not only with a home exercise program, but with your blog, which will provide patients with great health (and prevention!) resources to maintain their functionality and prevent further injury.
2. Establish expertise and increase overall brand awareness. Your patients will appreciate your advice, but more importantly, they’ll trust you. And trust not only strengthens your position as the musculoskeletal expert, but it also fosters loyalty, which is essential. Patients have a lot of choice when it comes to rehab therapy, and you want them thinking of your practice—your brand.
3. Increase loyalty through increased interaction with patients and peers. A blog keeps your brand top of mind through interaction. You’ve provided ongoing education and shared your expertise. Your patients are already thinking of your brand when they think physical therapy. So, why wouldn’t they recommend you to friends and family? People love to share knowledge with their circles, and they do not forget good experiences. Word of mouth can serve as a crucial revenue stream for your clinic.