Sep 28, 2012| Charlotte Bohnett
Like many of you, I am a private practice owner and the dedicated marketing director of my company. Over the last few years, with the continuous evolution of social media and web development, companies are changing their approach to marketing. Modern digital strategies are replacing more traditional, “old school” marketing. Unless you have been living on Mars—although I bet the NASA rover Curiosity has an email address or website URL on it—it seems like every business is putting all their effort (and money) into online initiatives. Where to spend your marketing dollars and time can get confusing and overwhelming. I want to share with you a few interactions I recently had in hopes of giving you some clarity as to the best way to invest your resources.app, digital, Facebook, marketing, media, PT best practices, social media, traditional, twitter, website
Sep 27, 2012| Charlotte Bohnett
Today's blog post comes from copywriters Charlotte Bohnett and Erica Cohen.
On Tuesday, WebPT hosted a webinar on how to market the PT profession—and why it’s so important. Together Co-founder Heidi Jannenga and Marketing Manager Mike Manheimer tackled topics far beyond business cards and email marketing. They dove into ways you can influence how your patients, the public, and fellow medical professionals perceive the PT industry. Here are some of their marketing action items:
- Increase referrals through relationship marketing
- Flex your media buying muscle
- Discover and market your physical therapy niche
- Compete in today’s therapy realm
- Be one of the users
- Handle good and bad press with composure
- Promote more than your services
- Become a thought leader
Did you see the webinar? If so, what did you think? If you missed it, no worries. You can watch the whole shebang below.
Sep 26, 2012| Erica Cohen
Today’s blog post comes from David Straight, PT, DPT, OCS, and President of E-rehab
Millions of Americans search for solutions to their movement disorders every year—and most don’t even consider physical therapy an option. Physical therapy, in most states, is still a referral-based business. In fact, a recent article in Spine stated that less than ten percent of the 32,000 back patients studied actually saw a physical therapist. However, physical therapy websites have seen a steady increase in traffic over the last few years. As healthcare costs increase, it only makes sense that consumers will continue to look for more affordable treatment options, and high quality physical therapy, in many cases, is a more affordable treatment than surgery or injections.
With this in mind, it’s imperative that your website not only stands out, but also drives online traffic into your clinic. Here are seven tips you can implement to make your website a success.content, copy, david straight, design, digital, e-rehab, marketing, physical therapy, PT best practices, social media, website
Sep 25, 2012| Charlotte Bohnett
Today's blog post comes from WebPT copywriters Charlotte Bohnett and Erica Cohen.
Referrals = new business. And who doesn’t want a little more of that? But the key to boosting referrals isn’t throwing advertising dollars around. It’s about building lasting relationships, both with your patients and community physicians. And how do you do that? Position yourself as an expert, an educator, and most importantly, a person. In short, demonstrate your (and your profession’s) worth.
Think about the great chefs on television: Emeril, Julia Child, and Mario Batali. They all do more than just cook. They have drive. They have stories to share. They have purpose. The same applies to you. As a physical therapist, you’re more than what is on your resume. Prove it.
Talk about what you do; show your passion; educate and inspire through your experiences, and you’ll prove to your patients, referring physicians, and community that you’re more than an expert; you’re a pillar—the true value. Embrace this, and you’ll employ the most engaging, intimate, and effective form of marketing available.
branding, marketing, physical therapists, physical therapy, PT best practices, referrals, relationship marketing, value
Sep 24, 2012| Erica Cohen
In keeping with this month’s theme of marketing physical therapy as a profession, I wanted to share the three things that I believe lead to success with any endeavor. There are many different ways to market, but if you want your campaign to have impact, you need to connect, inspire, and assist.
Let’s consider the first principle: connect. Before people will listen to what you have to say, you must connect and build a relationship. These days, the Internet (and social media in particular) makes it easier than ever to reach people with your message. However, the key to success isn’t what you say, but how you say it. Messages and advertisements bombard us all day, every day. In order to survive, we have learned to tune out much of this noise.
So how do we cut through the noise to reach our audience? When we have the goal of marketing a profession, business, or product, we must command the attention of the audience we want to reach, and the best way to do this is by building relationships with our target audience. The most successful campaigns are launched through conversations. Social media is a very effective way to connect and build relationships; yet, many people forget this step and go right to direct marketing. However, if you only use social media to push your products or services, most people will tune you out. There has to be a balance.Ann Wendel, assist, connect, inspire, marketing, physical therapy, PranaPT, simon sinek, start with why
Sep 20, 2012| Erica Cohen
Today’s blog post comes from WebPT Media Buyer Lyndzie Phillips, Marketing Manager Mike Manheimer, and Copywriters Charlotte Bohnett and Erica Cohen. Woot! Team effort!
In honor of this month’s marketing the PT profession theme, we thought we’d share with you our tips for flexing your media buying muscle—everyone has one, after all. Think of media as any channel you can use to get your message in front of your audience. So, when buying media, traditional will consist of print, tv, and radio slots as well as direct mail, whereas digital media will consists of online ad space as well as sponsored content.
Whether you are an established clinic or brand spanking new, these tips can help you better understand the basics of advertising and how you can make it work for your clinic.ads, advertising, branding, digital, marketing, media buying, physical therapy, PT best practices, traditional
Sep 19, 2012
Today's blog post comes from Geoff Elledge, WebPT Billing Specialist. Thanks, Geoff!
One of the primary reasons medical providers depend on certified coders is for their ability to maximize practice revenues. To do so, certified coders must understand how and when to use modifiers—and there are lot—from the common sides of treatment, like right (RT) and left (LT), to the more challenging modifier 59.
The CPT Manual defines modifier 59 as the following:
“Under certain circumstances, the physician may need to indicate that a procedure or service was distinct or independent from other services performed on the same day. Modifier 59 is used to identify procedures [and/or] services that are not normally reported together, but are appropriate under the circumstances. This may represent a different session or patient encounter, different procedure or surgery, different site or organ system, separate incision/excision, separate lesion, or separate injury (or area of injury in extensive injuries) not ordinarily encountered or performed on the same day by the same physician. However, when another already established modifier is appropriate, it should be used rather than modifier 59. Only if no more descriptive modifier is available, and the use of modifier 59 best explains the circumstances, should modifier 59 be used."
Got that? Yeah, we know. It’s a bit dense and doesn’t seem the most relatable. But that’s because modifier 59 is intended mainly for surgical procedures, so the definition leans a great deal that way.
So how does modifier 59 come into play in the therapy setting? If you’re providing two wholly separate and distinct services during the same treatment period, it might be modifier 59 time! The National Correct Coding Initiative (NCCI) has identified procedures that therapists commonly perform together and labeled these “edit pairs.” Thus, if you bill a CPT code that is linked to one of these pairs, you’ll receive payment for only one of the codes. It’s therefore your responsibility as the therapist to determine if you’re providing linked services or wholly separate services. This will determine whether modifier 59 is appropriate.
Sep 18, 2012| Charlotte Bohnett
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.
Sep 17, 2012| Charlotte Bohnett
Today's blog post comes from WebPT copywriters Charlotte Bohnett and Erica Cohen.
A dose of healthy competition never hurt anyone. In fact, it can be exactly the motivation you need to be better in business; better in school; just better. But there’s a monumental difference between setting yourself apart from your competitors and entering into a features race. If we’re all on a mission to elevate the profession and positively alter perceptions about rehab therapy, then we should be focusing on the benefits of our own practices rather than throwing elbows at our fellow professionals. Here are six ways to set yourself apart professionally and successfully.
1.) Identify Your Differentiators
Choose your words carefully—and we’re not just talking about obvious professionalism. Craft your story then tell it, and do so without clichés. It’s really easy to get into a “we’re #1” race with your competitors (a la Verizon and AT&T). But it takes strength, creativity, and a strong understanding and appreciation of what sets you apart to market yourself in a new way (a la Apple). Avoid words like “best,” “unique,” and “top” and focus on the substance behind this language. Why do you do what you do? What do you believe? How do you fulfill what you believe? What do you offer that’s different? How will your patients benefit? What do you want to provide (even intangibly) that no one else has even thought of yet? For a little more inspiration, check out Simon Sinek’s Golden Circle TED Talk below.branding, clinic marketing, competition, cooperation, goals, marketing, Physical Therapy Marketing, PT Marketing, PT social media marketing, SMART, social media, thank you economy, viral marketing, word of mouth
Sep 14, 2012| Charlotte Bohnett
Today’s blog post comes from WebPT copywriters Charlotte Bohnett and Erica Cohen.
Like us! Follow us! Nowadays most clinics have a Facebook and/or a Twitter. With everyone vying for customers’ attention on their newsfeeds, how do you stand out? How do you make your posts, tweets, and page more than just standard business promotion? Let’s talk about impact, emotion, and education. This week, we’re discussing four ways to use social media beyond the standard and instead, use your online presence to market yourself and the profession.
This week we’ve talked thought leadership, promotion, and feedback. In this fourth and final installment, let’s talk getting into the trenches with your fellow users.
Be One of the Users
Be a person first and a business owner second. While the face that you present through your company’s Facebook, Twitter, LinkedIn, YouTube, and/or Pinterest accounts should always remain unfailingly professional, it’s important to find and use your own voice. Your consumers will relate to and therefore trust you much more as a human instead of a company. So how do you successfully achieve this? Be relatable, be honest, be humble, and most importantly speak in a way and about topics that your consumers are interested in hearing. What that ultimately means is be one of the users, one of the people, a member of the community.
best practices, branding, community, Facebook, linkedin, marketing, physical therapy, pinterest, social media, social media marketing for PTs, twitter, youtube