As physical therapists, we use evidence-based reasoning to provide the most effective care for our patients. Why, then, do many clinics resist using evidence to inform other areas of their businesses—like marketing? There is a tremendous amount of information available on how to use marketing principles effectively—and yet, few clinic leaders use this research to inform their marketing efforts, which means they’re missing out on opportunities to generate new patients and develop meaningful relationships with referral partners.
In my last WebPT blog post, I discussed #BrandPT. This served as the basis for my next idea: a weekly branding challenge on social media. I developed this idea after realizing that physical therapists need to take more widespread advantage of social media in a couple of key marketing areas: consumer engagement, active market survey, and closing the brand image/identity gap.