Meaningful ContentWhen it comes to marketing—especially the online variety—“content” seems to be the word of the moment. And just like any other business trying to market its services in the digital age, your clinic can boost its reach and visibility by producing and publishing content that is relevant and valuable to your target audience. Unlike a lot of businesspeople, however, you have somewhat of a secret weapon when it comes to creating meaningful content: your expertise as a medical professional.

People are constantly searching the web for health advice. In fact, according to this Pew Research Center report, 72% of Internet users have looked up health information online within the past year. And when people search for medical-related content, they want it to come from a reputable source. That’s where you come in.

As a musculoskeletal expert, you can you leverage your clinical knowledge to get more “screen time” with potential patients. How? Well, first you’ve got to identify potential platforms for the content you’re going to create. If you have not yet entered the blogosphere, then that’s an excellent place to start. Look into adding a blog to your clinic’s website, or make one using a free service like Blogger or WordPress.

You might also consider reaching out to local news outlets—like newspapers, magazines, and radio stations—to see about contributing a monthly column or blog post to their websites. Speaking from experience, I can tell you that smaller news sources are constantly on the lookout for quality content to fill their pages, so don’t be shy about asking. And if you really want to get creative, try partnering with a non-therapy business whose target audience overlaps with yours. For instance, if you treat a lot of sports injuries, you could write an article about injury prevention for the blog or e-newsletter of a local specialty running store. (Here’s a great example).

Having trouble thinking of topics to write about? Check out popular PT blogs—like this one—for ideas. Eventually, you’ll begin to identify post ideas as you go through your daily routine. If it’s the beginning of winter and you’re seeing an influx of skiers looking to reduce knee pain—boom! That right there is the subject of your next blog post or contributed article: “Three Ways Skiers Can Reduce Knee Pain.” If you can somehow work in a line about an area ski hill to give your piece a little local flair, all the better. In addition to helping you optimize your clinic’s local search rankings (i.e., visibility in search results for inquiries specific to a certain city or geographic area), “localized” articles will resonate more with your target audience, thus increasing the chances that they will think of you when they run into aches and pains of their own.

If you’re still not sure about this whole writing thing—after all, you’re a rehab therapist, not a novelist—check out this blog post, where you’ll find tons of tips to help you whip your copy into shape in no time. Remember, your clinical knowledge is what really matters—that’s what will draw readers in. Once you get your thoughts down, you can always tweak them—or enlist someone with a keen editing eye to tweak them for you—until they sound just right. Also, keep in mind that your content doesn’t always have to be of the written variety. Videos can be equally effective content items, and they only take a few minutes to record and upload. For an example, take a look at this video post.


There are a lot of potential patients out there in cyberspace just waiting to find you, and a meaningful piece of content could be the beacon of light that guides them to your clinic. Do you use content to market your practice? If so, is it effective? Share your thoughts in the comment section below.

Modern Marketing Decoded: A Guide for Rehab Therapist - Regular BannerModern Marketing Decoded: A Guide for Rehab Therapist - Small Banner
  • articleAug 27, 2013 | 3 min. read

    Innovation in Healthcare Marketing: Content

    When folks talk about marketing innovation in the healthcare space, they predominantly focus on mHealth or digital health. In short,  they talk apps . However, all the hullabaloo over smartphone apps and gamifying health and wellness has given way to another healthcare marketing tactic that’s just as innovative. I’m talking about content marketing. What is content marketing? According to the Content Marketing Institute, “content marketing is a marketing technique of creating and distributing relevant and valuable content …

  • articleJan 29, 2013 | 5 min. read

    How to Get Started in Blogging

    According to Hat Trick Associates , as of 2010, there were about 450 million active English language blogs. And in Blog Rules , Nancy Flynn explains that in 2006 a new blog entered the blogosphere every second. Even before Facebook and Twitter, businesses were using blogs as a way to have instant, two-way communication with customers and prospects online. So, why wouldn’t rehab therapists blog? It’s a great way to educate the community, give your practice personality, …

  • Blogging 101: Intro to Content Creation for PTs Image

    articleMar 10, 2015 | 9 min. read

    Blogging 101: Intro to Content Creation for PTs

    If you type “blog” into a Microsoft Word 2004 document, the system automatically underscores the word with one of those grimace-inducing red squiggles. And while 2004 was a long time ago by technological standards—yes, I readily admit it’s high time I updated my word processing software—I know I’m not the only one who feels like the era of Livestrong bracelets and flip phones was not so long ago. But alas, times have changed: These days, everybody’s rocking …

  • All the Juicy Goodness, None of the Cholesterol: How Guest Blogging Impacts Your SEO Image

    articleMar 11, 2015 | 7 min. read

    All the Juicy Goodness, None of the Cholesterol: How Guest Blogging Impacts Your SEO

    Guest blogs are like eggs: they serve many purposes, they’re delicious (when done right), and the world seems to go back and forth about whether they’re actually good for you. Just last year, for example, Google honcho Matt Cutts made no attempt to sugar-coat his assessment of guest blogging’s place—or lack thereof—in the modern marketing tool box: “...stick a fork in it: guest blogging is done,” he wrote on his blog . Fast-forward to 2015, when marketing …

  • articleSep 4, 2013 | 4 min. read

    Four Metrics Critical to Your Blog

    So you’ve started blogging , and that’s fantastic. It’s a great way to get your message out to the masses—whether it be how fantastic your services are, the latest in industry developments, or preferably, a well-balanced mix of both. But just like everything else in your business, it’s important to track your return on investment so you know just how much time you should be devoting to researching, writing, and responding. Now, there’s a ton of super …

  • The Complete Guide to Creating a Physical Therapy Clinic Website Image

    downloadJul 1, 2019

    The Complete Guide to Creating a Physical Therapy Clinic Website

    Clinic websites are now a cornerstone of modern marketing—and every rehab therapy clinic needs an established and easily navigated online presence. But building a website is easier said than done. Between all the jargon (Hosting? SEO? Domains?) and the opportunistic companies that gatekeep website creation services, the whole process can be confusing, stressful, and downright frustrating.  So, if you want to learn how to create a fresh, new website for your PT clinic—no fuss, no muss, no …

  • 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 …

  • 5 Physical Therapy Websites We Love Image

    articleJun 12, 2019 | 6 min. read

    5 Physical Therapy Websites We Love

    Building a website from scratch is no easy feat—especially if you don’t have any design experience. And, between the rigors of providing consistently exceptional care and creating defensible documentation , who has time to sit down and research website best practices? Finding examples of well-made PT websites is yet another time sink; aside from individually searching clinics by name, there isn’t an efficient way to locate sites that you can draw inspiration from. Well, you’re in luck, …

  • articleJan 29, 2013 | 5 min. read

    A PT’s Guide to Reputation Management

    Today’s blog comes from President David Straight, PT, DPT, OCS. E-Rehab provides physical therapy websites, video, email newsletters, search, and social media for physical therapy-owned private practices. Contact David at 800.468.5161 or .   As Benjamin Franklin once said, “It takes many good deeds to build a good reputation, and only one negative one to lose it.” With this statement in mind—and 21 st century technology—let’s talk about reputation management in 2013. Here are a few questions …

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