Facebook is (mostly) fun and games—until you own a business, that is. Once you're a business owner, the fun really starts. There are now 2 billion monthly users on Facebook—more than any other social network. With Facebook having so many active monthly users, it’s a powerful tool to stay connected within your community. As a rehab therapy provider, you can use Facebook to bring in new patients as well as continue to build relationships with your current client base.  

There are both paid and organic (i.e., non-paid) opportunities for you to help your Facebook page become more relevant in your local area. In this post, I’ll highlight some of those optimization plays.

Modern Marketing Decoded: A Guide for Rehab Therapist - Regular BannerModern Marketing Decoded: A Guide for Rehab Therapist - Small Banner

1. Start with the basics.

First off, make sure your page is up to date. This may sound like a no-brainer, but your Facebook page needs to be 100% accurate. Double, maybe even triple, check the most obvious—yet most important—sections of your page. And make sure page type is correct as well (it should be a business page).

Complete the About Section.

Fill out your About section with all relevant company information. This includes:

  • Basic and advanced services
  • A mission statement
  • Company highlights and awards

Pro tip 1: Include links to your other social media profiles.

Pro tip 2: Create a vanity URL for your Facebook page using your company name. (You’ll first need to check to see if the page name is available.)

2. Stay relevant.

Take the time to post often, with relevant content. It’s a good idea to post at least once a day to keep your patients engaged with your clinic and your brand. After all, your patients are the most important part of your business.

Post engaging content.

It's up to you to decide what you’d like to post—whether that’s video or images. Just make sure it's one or the other, as visual content is 40 times more likely to be shared than any other type of content. Here are a few ideas to get you started:

  • Take a video of yourself performing dry needling on a patient (with the patient’s consent, of course), and post it. This provides people with examples of your work and the services you provide.
  • Post common exercises that you provide to your patients. They may forget moves and techniques after seeing demonstrations of them in the office.
  • Post links to all of your blog posts.
  • Get in the habit of posting healthy recipes on a weekly basis.
  • Have some fun and take part social media celebration of national holidays such as the Fourth of July and Thanksgiving (or even silly ones like National Ice Cream Day and National Pizza Day).

Above all, ensure your posts are genuine. The goal is to connect with your patients and build trust. You can also use this opportunity to connect with other companies and share content they post that you deem relevant to your business. For example, when your industry-leading EMR posts any of their amazing content, be sure to reshare it!

3. Generate rockstar reviews.

Online reviews on sites like Yelp are just as important to your practice as they are to restaurants. And there’s a good chance you’ll skip past a restaurant with poor reviews rather than brush those opinions aside and try it out anyway. So, make sure you and your team are putting forth an effort to get reviews from your happiest patients.

Optimize your reviews.

You can't keep everyone happy all the time. If you receive a bad review, use it as motivation to ask your most satisfied patients to write reviews that will counterbalance the negative. Eventually, the bad review will drop down to where it's not as visible. If you're having trouble getting reviews, just remember the old saying, “Ask and you shall receive.” Many patients don’t think to leave reviews on their own, but would be happy to do so if you simply ask. A good time to do this is immediately after a productive patient session. Or, if there is a slow day or slow time during the day, have your front office staff reach out to happy patients via phone or email.

If you continue to have a difficult time getting reviews, try offering some type of incentive for leaving a review. This usually helps.

Pro tip: If a patient leaves a bad review, make sure you respond and try to fix the issue.

4. Show your fun side.

Do you have employee get-togethers? What about weekly events like "Bagel Friday?" Do you allow dogs to come to work with employees? Take pictures and highlight these activities on your social media pages. By showcasing your fun work environment, you can draw in potential new patients and keep your current clients engaged. You can also use this as a way to gain interest from people looking for a job.

5. Boost your posts.

Unlike Google, Facebook advertising won’t break the bank. Boosted posts can help you reach specific audiences to increase engagement with the right people. But you know how it goes—nothing in life is free. I recommend coming up with a budget that you are comfortable with. Whether you have $100 dollars or $1,000 to spend, putting some money into your social efforts can dramatically improve your chances of reaching the right audience.

The screenshot below shows the options available to you as you for boosting your post. I’d recommend starting with the "traffic" or "engagement" options. These option will provide cheaper clicks for you as you get familiar with putting your money behind advertising.

Facebook Boost Options

Pro tip: Boost a post that is already receiving clicks, likes, and comments.

Leverage Facebook’s targeting tools.

Facebook allows you to get extremely granular with your ad targeting. The options you select are up to you and the strategy you’ve come up with. Here are a few of your targeting options:

  • Geographic area
  • Age range
  • Gender
  • Interests

Pro tip 1: You can upload your client email lists to Facebook to create a custom audience. You can then use that audience to re-engage with past patients who did not complete treatment.

Pro tip 2: Create lookalike audiences. If your primary patients are males aged 25-50 who are located in your town, then you can create a lookalike audience. This will allow you to target people with those same demographics who are not current followers.

6. Time it right.

When posting on Facebook, your goal is to generate engagement and get people to see your posts. If no one is looking at your posts, then you won't be top-of-mind. This is where posting at the right time becomes important. As you start to post more often, you may identify certain posting times that yield better results than others.

7. See the light with Facebook Insights.

Facebook Insights will help you understand who among your audience is most engaged with your page. There is a lot of data that you will find within Facebook Insights; focus on one report so you don't get too overwhelmed. As you become comfortable with that report, move on to the next. 

In my opinion, the Posts table is a good place to start. I find it helpful because it shows you the times that your fans are online. This can give you a better idea of when you should post so that you actually reach your fans and drive engagement.

Social marketing is a powerful strategy for elevating your business. Facebook is the king of all platforms—and the key to improving customer retention and reaching new patients. With a bit of strategic optimization, you can make your Facebook page work for you. It won’t be long before you’re bringing in new patients and keeping your current ones happier—and having some fun while doing it.


A proud Rhode Island native and diehard Boston Celtics fan, Josh Golden uses his five-plus years of online marketing experience to keep WebPT’s digital advertising game in tip-top shape. When he’s not optimizing WebPT’s online presence, he enjoys playing soccer, dominating interoffice Nerf wars, and being an uncle.

  • 5 Easy Steps to Create High-Quality Videos for Your Practice Image

    articleDec 21, 2018 | 8 min. read

    5 Easy Steps to Create High-Quality Videos for Your Practice

    As a videographer, I’ve witnessed the far-reaching effects videos can have when it comes to promoting businesses. However, due to cost constraints, many rehab therapists and practice owners feel that hiring a videographer is not within their marketing budget . Still, based on what we heard during the marketing open forum we held at the most recent Ascend conference , they are interested in creating their own videos—but are unsure how to produce high-quality, effective videos. The …

  • The Rehab Therapist’s Guide to Facebook Advertising Success Image

    articleSep 22, 2017 | 10 min. read

    The Rehab Therapist’s Guide to Facebook Advertising Success

    A couple of months ago, I explained steps for optimizing your Facebook page . Since then, you’ve (hopefully) steadily improved your page’s performance. You’ve created your page, completely filled out your profile, begun building your reviews, and started posting and engaging on a regular basis. Now, it’s time to take the next step: running Facebook Ads. Facebook Ads provide a cost-effective way for you to reach a super-targeted audience. It might sound complicated, but don't be intimidated. …

  • 4 Video Ideas to Humanize Your PT Business Image

    articleApr 29, 2019 | 6 min. read

    4 Video Ideas to Humanize Your PT Business

    Video is one of the most—if not the most—engaging types of content on social media. It keeps users’ attention 5 times longer than any other type of post, and it’s also—in my opinion—the best way to humanize your company. After all, it’s in our nature to trust a person over a business . So, if you show your patients (and potential future patients) that your business is filled with genuine people who care about their recovery, they …

  • How to Use Online Networking to Boost Your PT Business Image

    articleFeb 28, 2019 | 12 min. read

    How to Use Online Networking to Boost Your PT Business

    The prospect of building a physical therapy business can feel daunting, but the advent of social media has made certain aspects of the process dramatically easier—namely, networking. While online networking can seem a bit unnatural to many of us at first, pushing past the discomfort can be the one of the best things we’ll ever do for our personal and professional growth. Whether the end goal is to attract patients to a traditional or telehealth practice, forge …

  • How Your Patients are Stalking You Online—and Why That’s a Good Thing Image

    articleMar 2, 2015 | 6 min. read

    How Your Patients are Stalking You Online—and Why That’s a Good Thing

    Did you know the average American spends way more time scouring the Internet for medical information than consulting with an actual medical professional? So says Makovsky, a Public Relations firm in NYC, and Kelton, a global research and consultancy firm, in their article titled, “Online Health Research Eclipsing Patient-Doctor Conversations.” These two companies conducted their third annual US survey in July 2013, polling 1,067 Americans ages 18 and older. The results revealed that the average American spends …

  • 6 Biggest Takeaways from PPS 2015 Image

    articleNov 16, 2015 | 10 min. read

    6 Biggest Takeaways from PPS 2015

    Last week, I joined hundreds of amazing physical therapy professionals, students, and vendors (including yours truly, WebPT) at this year's PPS Annual Conference in Orlando, Florida. Despite the uncomfortable combination of tropical heat and humidity outside—and near-freezing conference rooms inside—everyone was in high spirits. Though I never made it to Disney World, I still felt like I was in the most magical place on Earth, thanks to the inspiring and informative presentations I saw and the thought-provoking …

  • Social Networking with Purpose: A Guide for OTs Image

    articleMar 10, 2017 | 4 min. read

    Social Networking with Purpose: A Guide for OTs

    1.86 billion Facebook users and myself agree: online networking platforms represent one of the best technological advances in recent years. If you aren’t leveraging the online sphere to grow your occupational therapy network, you may be missing out. However, we all know by now that the online world can be a rabbit hole of dead ends and misadventures. It is, therefore, critical to approach social networking with purpose.  Here are three steps to help you do just …

  • The Golden Rules of Running a PT Clinic Blog Image

    articleMar 14, 2019 | 7 min. read

    The Golden Rules of Running a PT Clinic Blog

    If you’ve ever wondered whether blogging is a worthwhile use of your time as a PT clinic owner, the answer is almost certainly “yes.” After all, creating a blog for your PT clinic has countless benefits. In addition to providing valuable information to your current, past, and future patients, a blog helps keep your website fresh and relevant —as opposed to looking like nothing more than a digital brochure for your clinic. Furthermore, blogging allows you to …

  • 4 Ways to Involve Your PT Staff in Clinic Marketing Image

    articleDec 18, 2018 | 9 min. read

    4 Ways to Involve Your PT Staff in Clinic Marketing

    Unless you have a complete monopoly (or run an incredibly niche-based practice), word-of-mouth efforts generally won’t keep your clinic’s doors open. Marketing is an essential part of running a healthy PT clinic, and while many clinics keep a dedicated marketing specialist on staff, smaller clinics might not have the budget to do so. Luckily, there are plenty of ways to leverage existing clinical staff to help with marketing efforts—and they’ll get the chance to flex their creative …

Achieve greatness in practice with the ultimate EMR for PTs, OTs, and SLPs.