relationship marketing Archives | Page 6 of 7 | WebPT

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Enlisting Brand Evangelists for Your Practice and the Profession

One of the most frequently discussed topics in the realm of rehab therapy (PT, OT, and SLP) is brand awareness. When the general public thinks “back pain,” they most commonly think “chiropractor” for the solution. How can we achieve such instant associations in the general public for physical therapy? We need to educate the masses on what PT is and how it benefits everyone. Your patients can help with this endeavor. How? Through brand evangelism.

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Marketing Your Green Rehab Therapy Practice

You’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.

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Finding and Marketing Your OT Niche

The second rule in marketing any professional service is to know your audience; the first is know yourself, but as an occupational therapist, you have this part covered—for the most part. You know you want to provide exceptional service, but to whom and how may still be challenging questions. A common mistake in business is the we’ll-fit-anyone approach, which results in a jack-of-all-trades master-of-none phenomenon. While you may catch a few flitting minnows, you certainly won’t attract the loyal marlins that can make your business a true success.

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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, and promote your expertise.

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How to Choose the Right Social Media Platform for Your Rehab Therapy Practice

Between Google+, Facebook, Twitter, LinkedIn, Foursquare, Pinterest, Instagram, and whatever other cool, new social network just launched a minute ago, there are plenty of platforms for you to choose from. But which platform is right for you and your practice? Social media is a conversation—not an ad—platform, so it’s not necessary (or advantageous) to suddenly arrive on the social scene with as many profiles as you can create. It’s much more important to select the platforms that best fit your practice and audience. You can spend all the time in the world tweeting, sharing, and liking without seeing the fruits of your labor so work smarter, not harder.

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Increase Referrals Through Relationship Marketing

Be Valuable to Increase Referrals

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

Referrals = new business. And who doesn’t want a little more of that? But the key to boosting referrals isn’t throwing advertising dollars around. It’s about building lasting relationships, both with your patients and community physicians. And how do you do that? Position yourself as an expert, an educator, and most importantly, a person. In short, demonstrate your (and your profession’s) worth.

Be Valuable
Think about the great chefs on television: Emeril, Julia Child, and Mario Batali. They all do more than just cook. They have drive. They have stories to share. They have purpose. The same applies to you. As a physical therapist, you’re more than what is on your resume. Prove it.  

Talk about what you do; show your passion; educate and inspire through your experiences, and you’ll prove to your patients, referring physicians, and community that you’re more than an expert; you’re a pillar—the true value. Embrace this, and you’ll employ the most engaging, intimate, and effective form of marketing available.  

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Discovering and Marketing Your Physical Therapy Niche

Discovering and Marketing Your Physical Therapy Niche

One way to better market the physical therapy profession is to ensure that you’re appropriately marketing your own clinic. As is the case with any business, you need to know your audience. A common mistake is the “we’ll-fit-anyone” approach. You either end up clueless as to how to promote your clinic or cast too wide of a net, catching flitting minnows rather than loyal marlins. But by narrowing your focus—by finding your niche—you can better position yourself and your profession to increase business. Your marketing will be targeted, specific, and tailored to attract potential patients. 

Finding Your Niche
In a whitepaper entitled “Build Your Practice by Finding Your Physical Therapy Niche,” Jeff Worrell suggests a few ways rehab therapists can go about finding their niche: “Take some time to jot down your experiences on a piece of paper…be as specific as possible. Look for similarities and highlight the experiences that are similar.” For example, our very own Heidi Jannenga experienced a sports-related injury in college and received physical therapy as a result. After college, she carved her specialty in athletic rehab therapy.

Worrell also offers a questionnaire as a guide to finding your niche:

  • What type of physical therapy work do you enjoy doing?
  • What is the market potential for the area you are interested in focusing on?
  • What type of patients do you enjoy working with?
  • What experience do you have that can help you be successful in your chosen niche?
  • Are there other physical therapists who have built a successful practice in this niche?

Still in school or doing some PT soul searching? Try immersing yourself in several different specialties to find where your heart truly lies. You can also peruse Monster’s list of emerging PT specialties.

Marketing Your Niches
Nailed down your niche? Now it’s time to market to your prospective patients.

Go Where the Prospects Are
Seek out publications, websites, and other advertising opportunities within your niche market to promote your services. Additionally, make sure you’ve amassed a library of online reviews from patients who are representative of your ideal patient market. (Having trouble pinpointing those patients? A top-notch patient relationship management software like WebPT Reach can help automate the review request process.) 

You can even take it a step further, like Heidi did. When Heidi’s husband (and WebPT President) Brad was obtaining his archery instructor certification, the two frequented numerous sporting goods stores. Through Brad, Heidi met many wilderness athletes, and she discovered they all suffered from some sort of musculoskeletal injury (for archers, shoulder injuries are incredibly common). Heidi began treating some of these athletes, and her customer base grew through word of mouth. At that point, Heidi realized, as the director of a clinic, that there were opportunities to expand her business by exploring the wilderness athlete market. Because she had frequented so many sporting goods stores, Heidi had established relationships with the managers and employees who let her leave flyers at the different stores, promoting her services as a PT specializing in treating archers and other wilderness athletes.

Bike Therapy diagram

Immerse Yourself
So you’ve tacked up flyers, bought ad spaces, and sought out places where you can connect with prospects. Now kick it up a notch by fully immersing yourself in your niche’s community. For example, Washington’s Bike Therapy, or Corpore Sano PT, specializes in physical therapy for bicyclists. According to their website, in addition to ensuring proper bike fit, they bring patients their “extensive musculoskeletal knowledge, bike industry and equipment experience, and looking at the goals of bike riders from all walks of life.” They share their “experience, knowledge of physicality—strength, flexibility and conditioning—to work out everyday on-the-bike issues that hold you back from reaching your goals.”

The full-blown bike devotion doesn’t end with their elevator pitch, though. BikePT offers classes; online education through blog posts, newsletters, and articles; and bike buyer’s guides. Most importantly, though, they sponsor and participate in biking events, like this past weekend’s Cycle the Wave.

Be a Thought Leader
At the point that you’ve promoted and immersed yourself in the community, you’ve basically become a thought leader for your PT specialty. As a thought leader, you can apply your knowledge online through social and blogging as well as in your community, like BikePT’s classes and seminars.

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Beyond the Standard: Social Media Tips for Marketing the PT Profession, Part 4

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.

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

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.  

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

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.

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Beyond the Standard: Social Media Tips for Marketing the PT Profession, Part 1

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’ll discuss four ways to use social media beyond the standard and instead, use your online presence to market yourself and the profession.

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Social Media: A Valuable Health Resource for Patients

Think about how many find their, say, dentist, dermatologist, or even physiotherapist—probably word of mouth via a friend or family. Of course, nowadays word of mouth is less from the mouth and more from a tweet or Facebook status update.

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