How to Market Your Green BusinessYou’ve taken steps to go green within your clinic. Now it’s time to let your community know all the good you’ve done—not just to gain additional customers, but also to encourage other businesses in your community to follow suit. Here are five steps to marketing your green efforts.

1.) Know your audience. According to an Entrepreneur article, Matt Villano explains that “marketing your business as green is a great idea—provided your customers are into that sort of thing.” Scope out your community. Do your customers seem interested in the green topic? Are local businesses in other industries touting their greenness? Assess your current and potential audience to make sure they’ll be receptive to your marketing. In short, never simply assume people will want to visit your business just because you’re greener than your competitors.

 2.) Define your green. The term “green” means different things to different people. Perhaps you’ve taken several steps to conserve electricity and water in your practice or you’ve started a carpooling program. In either case, it’s important to define your green both to your practice and your audience. Most importantly, make sure what you’re doing truly is green or beneficial to your community and environment, because misrepresenting your “greenness”—also known as “greenwashing”-—can prove monumentally detrimental to your business.

3.) Make green the add-on. Even with a solid definition of your green, your marketing can’t stand on green alone. As Park Howell, president of Park&Co, a sustainable marketing firm in Phoenix, explains: "In these overwhelming efforts to come across as eco-friendly, most small businesses taking their products to market miss the most important differentiators: quality and price.” Instead of simply stating how you’re green, focus on what truly sets your practice apart and then tack on the green as a bonus. For example, if you specialize in pediatric occupational therapy and use recycled activity equipment, then you’d first advertise how your niche specialty can help your audience and then how your greenness will benefit them (and the planet) as well.

Speaking of niche specialties, if you’re an OT who specializes in ergonomics or worker rehab, check out this AOTA podcast. It focuses on an emerging specialty for OTs—green ergonomics—and describes “how occupational therapy practitioners can contribute to sustainable building design through marketing their expertise in ergonomics to the Leadership in Energy & Environmental Design (LEED) green building certification system as well as the green school movement.” Learn more here.

4.) Walk the walk. When it comes to green marketing, “transparency is key,” says Matt Villano. “For this reason, it's important for companies that market themselves as green to operate sustainably in many of their day-to-day operations.” Essentially, if you’re going to market yourself as a green company, you better actually be green. For example, if your clinic has basically eliminated paper use, then a print advertisement probably isn’t the best route. Check out these 20 tips for being green in your own marketing.

5.) Reinvest locally. This step goes hand-in-hand with walking the walk. Being green has a great deal to do with sustainability, and a key part of that is reinvesting in your community. Perhaps you’ve started gardening with patients as a therapeutic exercise; consider expanding that into the community. You could also donate your money or time to local green organizations or initiatives.

So, your practice is green, and now you have a few steps to better market your practice and thus, make some additional green. Tell me your experiences! Are you a green rehab therapy practice? How do you market your greenness in your community? Did you apply any of these steps? How did it go?

Untapped Potential: The Art of Discovering and Selling Your PT Value - Regular BannerUntapped Potential: The Art of Discovering and Selling Your PT Value - Small Banner
  • The Case for Cooperation (Not Competition) Among PTs Image

    articleAug 1, 2016 | 7 min. read

    The Case for Cooperation (Not Competition) Among PTs

    A few years ago, WebPT President Heidi Jannenga wrote a Founder Letter about the importance of targeted physical therapy marketing strategies—specifically, branding the PT profession as a whole. In it, she encouraged practitioners to think bigger than themselves as individuals: “Before we can market our individual practices—or our individual specialties—we first must identify who we are as a profession and how the services we provide benefit our current and prospective patients,” she wrote. “We must brand...PT.” And …

  • articleSep 6, 2013 | 4 min. read

    Five Best Practices for Referral Marketing

    This month, we’re talking a lot about marketing rehab therapy to consumers. And while that’s an important piece of the marketing puzzle—especially in a world dominated by search engines and social media—we’d be remiss to skip over another key method of generating more business for your practice: referral marketing. To significantly boost the number of referrals you receive, you’ve got to be proactive. So, here’s a rundown of some referral marketing best practices to help drive more …

  • 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 …

  • articleSep 15, 2013 | 4 min. read

    Use Promotional Products to Grow your Business and Boost Referrals

    Today's blog post comes from Tom Killingsworth, owner of Hadley Promotions in Phoenix, Arizona. Visit him on LinkedIn , or email him questions at  tom@hadleypromotions.com . Thanks, Tom! Rehab therapists should continually market their services to stay top-of-mind with current and potential customers as well as referring physicians. One way to do so is through promotional marketing. As the owner of a company that provides imprinted products and branded merchandise and apparel (with many customers who are …

  • articleSep 12, 2012 | 3 min. read

    Beyond the Standard: Social Media Tips for Marketing the PT Profession, Part 2

    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 …

  • How to Take Over the Internet: 5 Simple Strategies to Win More Patients Image

    webinarFeb 27, 2015

    How to Take Over the Internet: 5 Simple Strategies to Win More Patients

    Nowadays, everyone is looking for a way to “go viral” online. But with all that go-big-or-go-home hype, it’s easy to get intimidated—and that leaves many small business owners wondering if they have the time, resources, or wherewithal to even make a dent in the Internet, let alone break it.  Don’t get stuck in the muck and mire of cliché goals; you don’t have to hit a million views to make a big impact online. As a private …

  • 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 …

  • Contests, Sweepstakes, and Raffles on Social Media: What You Need to Know Image

    articleSep 22, 2014 | 5 min. read

    Contests, Sweepstakes, and Raffles on Social Media: What You Need to Know

    Humans are competitive by nature—and if there’s one thing we love more than a bit of friendly rivalry, it’s the prospect of winning a super cool prize for our efforts. (And honestly, the coolness of the prize doesn’t even matter; if I win a chip clip, it’s automatically ten times cooler than all other chip clips because I won it.) So, if you’re looking for a way to stir up some excitement around your practice on social, …

  • articleSep 10, 2013 | 6 min. read

    How to Create a Marketing Plan for Your Practice

    As a clinic owner, director, or manager, you know that marketing―both to consumers and referrers―is crucial to your business’s success. And as with any new endeavor, it’s good to have a plan. As Joanna L. Krotz at Microsoft Business explains, “a marketing plan gives you a roadmap that can drive action and point the way.” Beyond that, a marketing plan can help: Define your audience and identify key prospects. Evaluate and compare your business’s data against your …

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