Today’s blog post comes from WebPT copywriters Charlotte Bohnett and Erica Cohen.

Be More than Your Services. Educate, entice, and encourage brilliance.

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.

Yesterday we talked about becoming a thought leader. Now let’s talk promotion.

Promote More Than Your Services
Sure, you’re the best in the business. You’re unique in your services, and every one of your potential customers needs to know what you offer. But there’s more to it than that. “People buy based on emotion and justify with facts,” according to Bryan Eisenberg on ClickZ. So what does this mean? Your consumers are not making their buying decisions rationally. They are not selecting you over your competitor based on logical, rational thought; they are going with their gut, how they feel about you.

So, instead of rattling off the cold, hard facts about why you’re the best, create an emotional connection with your customer by offering them something they can relate to or use—like do-at-home physical therapy exercises, personal stories of struggles and successes, informative articles proving the effectiveness of therapy practices, or personality-filled funsies. Just don’t forget that your customer needs to benefit. According to Fast Company, "We truly feel to be effective on any social media platform, the end user and the community has to feel that they’re benefiting." So educate, entice, and encourage brilliance, and then explain why you’re the best. Focus less on you and more on your user, and the relationship you build will be that much stronger.;

Want to see who in your field is doing it right and who needs to up their game? Scope out others’ social media sites―it’s all out there, available for your perusal (like this list of 20 hospitals getting it right on social). Then, rather than imitating your competition, you can map out what you can do to set your business apart. 

 Finally, explore YouTube, Vimeo, or other social video sites to create and deliver brief, educational videos. You can improve the quality and intensify the impact of your care by educating your patients and community on best practices―just be sure to avoid patient-specific information or medical advice.

How do you promote more than your services? What advice do you have others? Share in the comments, and stay tuned for part three of “Beyond Social” tomorrow.

Defensible Documentation Toolkit - Regular BannerDefensible Documentation Toolkit - Small Banner
  • Living and Breathing Company Culture on Social Image

    articleJan 30, 2014 | 4 min. read

    Living and Breathing Company Culture on Social

    When it comes to company culture, there may be no better way to see what a brand is all about than to check out its social media sites. Sure,  establishing a company’s core values  is (for the most part) an internal initiative, but as Brooke pointed out in a  post earlier this month , your company culture is essentially the personality of your brand. And whether you intend to or not, your personality will shine through in …

  • Discovering and Marketing Your Physical Therapy Niche Image

    articleApr 25, 2019 | 6 min. read

    Discovering and Marketing Your Physical Therapy Niche

    If you’ve been following along on the WebPT Blog , then you already know how important it is to develop a unified brand for the PT profession . After all, as it stands, many people still don’t understand the value of physical therapy. And that’s gotta change—if you want to serve more patients, that is. But, that doesn’t negate the importance of creating a stellar brand for your own practice —one that resonates with your audience and …

  • 6 Simple Ways to Build Your Brand on LinkedIn Image

    articleSep 24, 2014 | 7 min. read

    6 Simple Ways to Build Your Brand on LinkedIn

    When you hear the word “brand,” you probably think of big-name product manufacturers—the Apples, Nikes, and Coca-Colas of the world. But if you offer products or services to consumers in a professional capacity, then you already have a brand—whether you’re aware of it or not. Because when you strip away all of the fancy-schmancy logos and taglines, your “brand” is really just the way your audience feels about you and your business. While resource-strapped small business owners …

  • articleAug 15, 2013 | 4 min. read

    Two Quick Tips for Facebook Success

    Facebook. If you’re like me, you’ve deactivated your account more than once, only to return to the one place where everyone seems to be and where everything seems to happen. I checked out some of the most recent Facebook stats today, and the numbers are truly staggering—699 million daily active users, 76% of whom log in at least once every day and spend an average of 8.3 hours on Facebook per month (20 minutes per visit). So …

  • articleSep 13, 2012 | 3 min. read

    Beyond the Standard: Social Media Tips for Marketing the PT Profession, Part 3

    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 …

  • 7 Tips for Building a Strong Community on Social Image

    articleSep 9, 2014 | 7 min. read

    7 Tips for Building a Strong Community on Social

    Before the dawn of the Internet, building a community—around a business, an institution, or any other entity of mutual interest—required a heavy investment of face time (and I’m not talking about the iPhone app ). These days, though, starting a conversation around virtually any topic is as easy as hitting “Enter.” But as with face-to-face interactions, it’s one thing to run your mouth—or in this case, your keyboard—and another to wrangle your listeners’ interest enough to get …

  • 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 …

  • 6 Types of Negative Online Feedback (and How to Handle Them) Image

    articleSep 17, 2014 | 9 min. read

    6 Types of Negative Online Feedback (and How to Handle Them)

    In elementary school, we learned the old adage , “If you don’t have anything nice to say, don’t say anything at all.” Unfortunately, this basic credo of kindness doesn’t quite hold up in the virtual world. While online comments and reviews are crucial to reinforcing your capability and credibility as a healthcare provider, it’s nearly impossible to elicit positive feedback 100% of the time. Depending on your tolerance for criticism, your reaction to reading a negative message …

  • articleJul 17, 2013 | 4 min. read

    About Engagement on Social Media

      Mak Kats is our Social Media & Community Manager. When he’s not tweeting or facebooking on behalf of WebPT, he stays busy keeping up with the latest trends in social media marketing. You can reach him at  mark.kats@webpt.com  or find him on  LinkedIn . You don't get engagement by simply blasting an open-ended question across all your social channels or posting it in dozens of online forums and LinkedIn groups. I promise, nothing you will do is …

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