One way to better market the physical therapy profession is to ensure that you’re appropriately marketing your own clinic. As is the case with any business, you need to know your audience. A common mistake is the “we’ll-fit-anyone” approach. You either end up clueless as to how to promote your clinic or cast too wide of a net, catching flitting minnows rather than loyal marlins. But by narrowing your focus—by finding your niche—you can better position yourself and your profession to increase business. Your marketing will be targeted, specific, and tailored to attract potential patients. 

Finding Your Niche
In a whitepaper entitled “Build Your Practice by Finding Your Physical Therapy Niche,” Jeff Worrell suggests a few ways rehab therapists can go about finding their niche: “Take some time to jot down your experiences on a piece of paper...be as specific as possible. Look for similarities and highlight the experiences that are similar.” For example, our very own Heidi Jannenga experienced a sports-related injury in college and received physical therapy as a result. After college, she carved her specialty in athletic rehab therapy.