Effective Messaging Strategies for PT Marketing

The difference between an everyday marketing campaign and a record-setting promotion usually comes down to two things: the relationship between the messaging and design or the placement and delivery of the marketing. Before you can consider placement, such as print newsletter, website, or email, and delivery (day, time, audience), you need to find the perfect match of messaging and design. Let’s look at a couple approaches and thought paths that can lead to you to a successful marketing campaign.

Messaging: What is the ONE thing you want the viewer to do?

Many practice owners fall into the cost logic trap, “If I am spending $2,000 on this postcard, I want to fit as much content as possible so that I get the biggest bang for my buck”. Let’s think this through a bit—it’s the month of November and your mailbox is flooded with holiday shopping catalogs. You grab a stack to flip through while watching TV one evening. Catalog A promotes event and party supplies and each page showcases at least 10 different products with every product detail available (and there are 60 pages in the catalog). Catalog B promotes women’s clothing and shows 3-5 pieces per page with only the essential product information and consists of roughly 20 total pages. It’s the end of you show and time for bed, which catalog or products will you most likely remember (and thus, be more likely to buy)? Most people would be attracted to Catalog B. Why? Because it’s clearer, simpler, and more cohesive message allows you to focus on an individual product v. being overwhelmed by too many choices and too much information.

Design: What is the ONE thing you want the viewer to feel?

Typically, you can work with a professional graphic design who can deliver a quality layout that will organize your content and information. But, finding the right photo to encapsulate your messaging is tough. PT marketing campaigns can use two main image types: pain photos (ie. a man grabbing his knee or woman rubbing her neck) or healthy photos (ie. a man running or a woman lifting a child). These image types evoke very different emotions and responses in your marketing’s viewer. Pain photos tend to produce a feeling of empathy and propel the viewer to relate to the physical pain from an injury or condition. Healthy photos promote feelings of achievement or desire to regain function and mobility, returning to everyday activities or favorite pastimes. The right type of image for your marketing will depend on what you want the viewer to feel and what actions you want them to take.

For example, a postcard featuring a man holding his lower back while seated in an office chair and the messaging “do you have trouble getting through the workday?” encourages the viewer to empathize with the man’s pain while at work and to want to go to PT. Versus, a postcard featuring a happy woman playing tennis and the messaging “get back in the swing of things” encourages the viewer to desire returning to a favorite sport and aspire to improve their physical condition with physical therapy.

The right pairing of messaging and design should align with and achieve your marketing campaign’s goal. Want more ideas to optimize your promotions and produce flawless print and digital pieces? Check out our portfolio and sign up for our free newsletter demo!

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Networking Increases Physician Referrals for PT

Many practice owners and PT marketers struggle to cross the threshold and develop strong referral relationships with local physicians. It is a delicate balance of communication, planning, and marketing (plus a bit of good luck) that creates the ideal opportunity. Most importantly, building business relationships and networks takes time and patience. You would not go from being strangers to being houseguests with most people—solid relationships (personal or professional) require effort and commitment to starting and maintaining that level of interaction.

Start by communicating effectively with the physician and their staff:

• For the first meeting, the practice owner should personally call to make an appointment to see the physician. The marketing manager should also come along, especially if he or she will be the primary representative for your PT practice.
• Choose a time that works for the physician and adjust your schedule accordingly. After all, you are the one initiating this process.
• Do not meet during lunch time. This might be the most convenient time for you (and possibly the doctor), but lunch time is truly personal time. The doctor might be earmarking that hour for personal errands and losing needed time does not make a good first impression.
• Be realistic with how long you want to meet. Asking for a 15 minute window, when you really need 45 minutes to introduce yourself is not optimal. Or asking for a full hour and taking only 20 minutes might prevent the doctor from accepting another appointment.
• Call the day of to confirm. Schedules change and it is best to respond with flexibility and choose a convenient time for everyone to meet.

Create a strategy and marketing plan to support your referral relationship goals:

• Before your first visit, plan out what you want to say and to bring with you to the office. We suggest:
  • 3-5 key talking points that highlight your practice’s history, achievements, and reasons to refer patients to you.
  • A sample (2-4 pieces) of your marketing materials: a new patient packet, newsletter, physician mailer, and practice brochure.
  • Promotional items: prescription pads, pens, water bottles, etc.
  • A treat for the front desk staff: go the healthy route and bring a gift basket with granola bars, natural snacks, or homemade baked goods.
• After your visit, create a strategy for engaging with the office and physician.
  • Did they seem to operate with online systems? Showcase your website’s online appointment or referral form.
  • Are they active on social media? Follow their accounts for news and updates.
  • Bring a sample of past newsletters to leave in the waiting room.
  • Update your mailing lists with the practice’s information to ensure they receive all direct mail marketing.
  • Do you treat any patients who see the doctor as their PCP? Bring their results and testimonials to showcase your PT and its results.

Growing and maintaining a strong referral network can be challenging, especially in today’s healthcare environment. Our sales and account management team knows how to get you in the door and building relationships with physicians’ offices.

For personalized consultations and help with marketing to physicians, sign up for our FREE webinar today!

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Tracking Your Campaign Data and Marketing Results

Every reputable marketer will tell you that a campaign is only as good as the results it generates. Whether you like the design, messaging, content, or execution (or not)—the ultimate test of a campaign is what happens after it is released into market. But how can you tell if a specific campaign is working? How can you test one approach against another to see which one performs better? It’s all about tracking your stats.

For physical therapy practices, the key stats are usually:

• # of patient visits (per day, week, month etc.)
• # of referrals
• # of direct responses (calls or emails)
• # of website appointments booked
• Staffing data (vacations, training, office closures, changes to hours etc.)

From this information, you should be able to see the impact of each campaign and translate that impact into ROI (return-on-investment) for your practice. How do you get started? Here are some simple steps:

1. Know your “in-market” date

For each campaign, from monthly newsletters to social media, you should track when it was released to the public or “in-market”. Now this can get tricky for direct mail projects, such as monthly newsletters. These might mail out on the 1^st of each month, but may not be received in mailboxes until the 7^th or 10^th of the month. Therefore, you will need to track the mailing time for these pieces. Include your office on the mailing list and track how many dates it takes the newsletter to be delivered. This can be a rough estimate for the rest of your mailing list (given that they live in the same zip code or close geographic area.

2. Track your responses

Find a consistent, reliable method of tracking how many people respond to a campaign. Responses do not have to # patient visits. Instead, look for changes in # of referrals, # of direct responses, and # website appointments. For example, say people receive your newsletter on the 7^th. They open the mail and read the newsletter throughout the following week. Then they call in for an appointment, but your PTs are booked for the next week and they wind up making an appointment for the 20^th. That is almost 3 weeks after your newsletter’s in market date!

So how can you accurately attribute a response to the campaign? Try these 3 simple tips:

• Have office staff ask the patient where they heard about the clinic or why they are coming in for PT (especially for reactivations). You might need to provide suggestions: did you receive this month’s newsletter or did you see our special on Facebook?
• Include a field on the online form to ask where the patient heard about your clinic. They might have received the newsletter and decided to book online so it helps to know exactly what campaign drove the response.
• Include a “tracking code” in incentive or promotional campaigns. Have recipients tell the receptionist or manually enter a code to track responses. For example, say you are giving away gift cards for patients that book appointments in July, and promoting this incentive in the newsletter, on Facebook, and in an email. Include the code “JULYGC” on the incentive marketing to track the responses.

3. Analyze Your Results

Time to break out those college statistics class textbooks (just kidding)! Analyzing your results is key and should be part of every marketing campaign. How can you determine the campaign’s effectiveness and ROI if you do not review the responses and impacts to your practice’s stats? Here are some easy ways to do a quick, effective analysis:

• Look at your weekly stats (# patient visits and # referrals) for the entire month. Compare each week with what promotions or campaigns went into market during those weeks. For example:
  • Week 1: 200 patient visits and 30 referrals
    • No marketing
  • Week 2: 240 patient visits and 28 referrals
    • Social media promotion for a Free Screening
  • Week 3: 180 patient visits and 38 referrals
    • Physician mailer delivered to doctor’s offices
    • 3 PTs on PTO on Friday
  • Week 4: 220 patient visits and 22 referrals
    • Newsletter marketing effect (3 weeks since mail date)
  • So with Week 1 as a baseline, you can determine the following:
    • Week 2: 40 new patients came in from the social media promotion
    • Week 3: 8 more referrals from the mailer
    • Week 4: 20 new patients from newsletter effect

Tracking your results is critical to the success of your marketing and to your overall practice.

By knowing what works (and what doesn’t) you can make informed decisions to guide your marketing plan and budget. Want to learn more and see how you can implement successful campaigns? Check out our physical therapy marketing today!

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Community Events Help Grow Your PT Practice

One of the best places to increase your PT practice’s presence in the local area and to attract new patients / referral partners is at community events. Most areas have a combination of small events, festivals, foot races, parades etc. that have sponsorship opportunities. Some annual events will even have a website or listserv that sends out advanced announcements of sponsorship or volunteering to past year’s participants. But how do you pick which events to participate in (and which ones will have the best impact for your practice)?

Choose events with a health or wellness focus such as:

• Races
• Sports leagues or tournaments
• Food festivals
• Seasonal events
• Farmer’s markets
• Religious or community organization fairs
• Small business or Shop local events
• Health fairs

Set a goal for yourself! Allocate time and resources to participating in a community event every quarter, bi-monthly, or monthly. The first couple events might require a lot of work to plan and execute, but after a few “warm-up” events, it will be smooth sailing. Follow these easy tips and tricks to stay organized:

1. Have a planning session: at least 3 weeks before the event, gather the staff and team members who will be supporting the clinic during the event.
2. Create committees and leaders: divide the event tasks into groups (Marketing, Packing, Set-Up, On-Site, Clean Up) and assign a leader to oversee each committee.
3. Invest in packing and travel supplies: purchase large storage totes, duffel bags, waterproof folders/padfolios, and office supplies that are designated for event use only. *A small hand truck or dolly is great if you have a lot of gear to haul.
4. Make checklists: each committee should have both a supplies and a tasks checklist. Laminate these so they are durable and waterproof. Tape the supplies list to the corresponding storage tote and buy a clipboard for the task list.
5. Remember your team: it’s easy to get caught up in packing stuff. Don’t forget about your staff—bringing water bottles, small snacks, first aid supplies, spare phone chargers, camp chairs etc. can make the day run smoother and be more fun!

For practice owners and/or marketing coordinators: make sure at least one member of the executive team is on hand for every event. This will provide an ultimate leader for the team and ensures someone will be on-hand to handle any issues or emergencies. What can you do to prepare for the unpredictable? It’s all about attitude! Be positive, flexible, and accommodating. When you are prepping for the event, be sure to think about:

• Weather: always plan for the worst! Outdoor summer events need to have rain plans, thunderstorm action plans, and heat plans (you can’t have staff fainting from the heat, hence the water bottles and snacks).
• Location: if you can, always ask the event coordinator which site will be yours in advance. Do a “drive by” a couple days before. See if the equipment you need (electric, water, tables/chairs etc.) is available. Also check out the setting—is the ground uneven, can you stake down the pop-up tent, where are the bathrooms?
• Parking: most events will have vendor parking, but often that is farthest from the site to allow patrons easier access. If you are parking across the street, in a parking garage, in a nearby field; then, you will need be able to carry and transport your gear by hand. Worst case scenario: loading zones. If you have to unload and then park…bring at least two people (a driver and a helper) so that someone can always be with the gear.
• Competition: you might not be the only physical therapy clinic represented or you might be super excited about your giveaways only to find another vendor has the exact same ones. Stay calm and be flexible. If you get upset, then your team and patrons may feel your vibes and be less enthusiastic.
• Patrons: every owner’s biggest fear, a disgruntled past patient who has decided that today is the today to tell you about their problems with your clinic. Oh no! Have a plan in place—the senior team member should address the patient’s concern privately (“let’s go for a walk and talk about it”). Staff members should be positive and remain polite. If you can return from the walk with smiles and a handshake that is a huge win for your public relations.

Now this might seem like A TON to think about when participating in a community event. Keep things in perspective, it’s not likely that you will have a 100 degree day, muddy site next to your rival clinic, off-site parking, and an aggravated patient all in one day (and if that does happen, shake it off with a smile!).

After all, community events are about bringing you and your team out from beyond the clinic walls and interacting with local residents. The sign of successful event is everyone heading home happy, healthy, and with a list of new patients or contacts.

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3 Reasons to Start Using SEM for Physical Therapy Practices

Search Engine Marketing or SEM is the promotion of a website by improving its visibility in search engine results. Sounds like a logical process right? You want to get more people to visit your website, explore your services, and make an appointment for PT. We know that the vast majority of people (over 90%) use online search to gather more information and to make educated decisions. Therefore, your physical therapy practice should be easy to find online to enable more people to see you for care.

But how can you impact search engine results? First, you can optimize your website’s SEO to enhance organic search results. See how in our blog post, SEO for Physical Therapy Websites. Using specific keywords, including page titles and meta descriptions, and focusing on geographic references can significantly improve your website’s searchability. But is that enough? Relying on organic search alone works well for many practices, especially those with specialized service offerings or without much local competition. For practices that are more generalized and those in more populated areas with an array of PT clinics nearby, SEM might be the trick to capturing more patients online.

Why add search engine marketing into your practice’s marketing plan? See our reasons to get started with SEM:

1. Opening a new clinic or location: If you already have a successful website that is generating new patients for your established practice, then you should play to that strength and keep focusing digital marketing resources on the maintenance and enhancement of that domain. When you open a new location, add a specific page to capture that clinic’s information and to highlight any differences in services or treatments. Then:
   1. Run a SEM campaign to drive traffic to that clinic’s specific page. Make sure to include a Make Appointment form on the page for better conversions.
2. Adding a new service category: Did you just open a gym that specializes in sports rehabilitation and performance training? Are you offering massage therapy, dry needling, or yoga? These are all specific services that could generate a lot of revenue for your practice. Running an SEM campaign based on keyword groups for each search term can add visibility to these treatments.
   1. Create a specific webpage for each service and coordinate an SEM campaign to drive traffic to those pages.
3. Located in a highly competitive area: Are you located in a major city with lots of physical therapy clinics? Or have you started to see a sharp decline in appointments booked from your website? If you answer yes to either question, then you should strongly consider an SEM campaign. For practices in large cities, your website will be competing with a larger market that could include hospital groups or regional clinics. Starting an SEM campaign in this market can become expensive.
   1. Try focusing on more specific terms (post-surgical rehabilitation v. physical therapy) to improve results at a lower cost.

Have you noticed a drop in stats from website booked appointments? You might have a local competitor who is running a broad SEM campaign. Try searching for “physical therapy [town]” with your town’s name. See who pops up as the paid SEM ad.

Choosing to start an SEM campaign is a considerable effort and financial investment. Knowing that the vast majority of new patients are searching online to find physical therapy near them means that you need to expand your digital marketing efforts to drive more website conversions. For more tips and tricks or to get digital marketing advice, contact us today!

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Should You Hire a PT Practice Marketing Coordinator?

We spend a lot of time talking about how to market your physical therapy practice. From newsletters to websites, practice owners have several resources to promote their services and treatments to patients, doctors, and the local community. But sometimes, you just don’t have enough hours in the day to get everything done. Try this simple check to see if you should consider hiring a practice marketing coordinator:

Q: What percentage of your monthly budget do you spend on marketing?

A: _________________.

Now convert that percentage into working hours. For example, if you spend 10% of your budget on marketing—then you should spend 10% of your working hours (40 hrs/week x 4 weeks/month) or 16 hours a month on planning and implementing your marketing plans and campaigns. That’s two full days a month just working on promoting your practice.

If you find that you cannot commit the same percent of budget and time to your monthly marketing endeavors, then you should hire a practice marketing coordinator.

A physical therapy marketing coordinator can be responsible for a variety of tasks or programs that complement and enhance your marketing efforts. A successful marketing coordinator should be doing the following every month:

• Preparing the monthly newsletter: writing news stories, compiling information to send to your agency, managing the mailing lists, and brainstorming new promotional ideas.
• Updating the website: editing page content, writing and publishing blog posts, monitoring analytics and search engine rankings, and integrating the website with other print or digital campaigns.
• Managing social media: writing posts, monitoring engagements on corporate accounts, routinely checking and responding to online reviews, and incorporating new trends or features into your accounts.
• Visiting with doctors or community associations: planning office visits, distributing extra copies of printed materials, networking with new referral partners, expanding relationships with community associations, and troubleshooting any changes in stats or referrals.
• Being a PR guru or spokesperson: writing press releases, planning announcements and practice events, handling business partnerships, and developing media contacts with local networks.

Your ideal coordinator should also be able to seamlessly handle the “tough” stuff that might result from a promotion or marketing campaign. Handling disgruntled direct mail recipients, drops in website performance, negative online reviews or social media comments, decreasing referrals, community alliances/mergers, unfavorable press etc. are all components of the marketing coordinator’s role. He or she needs to have the “soft skills” and experience to smooth over disagreements, remediate declining stats, and resolve situations with referral and media networks.

But how can you know that a candidate can handle the tough stuff? Plan at least one interview question that involves a realistic scenario where you would expect your coordinator to step in and quickly address the issue. Some examples are:

• A past patient posts a negative review on Yelp, what would you do?
• A new office staff member at the local doctor’s office doesn’t like our PT and isn’t sending us any referrals. What are three approaches you would try to remedy the situation?
• A competitor has started a network with local health clubs and is now their “preferred physical therapy partner”. How would you engage these businesses to build our relationship with them and their members?

For more tips on recruiting a rock star physical therapy practice marketing coordinator, check out our recruiting mailers and postcards and contact our concierge account management team.

We have years of experience both in private practice and as marketing experts and will help you implement campaigns and promotions that get proven results for your practice.

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How to Brand Your Physical Therapy Practice

What is your practice’s brand? Most owners will answer high-quality PT or PT and performance training (for more athlete-centric clinics). Others will say blue/yellow or white/red based on their logo colors. Some might even say more general phases such as holistic health and wellness or customized care/treatments. While none of these answers are wrong, they do not really epitomize any practice’s brand.

A brand is a name, term, design or other feature that distinguishes one seller’s product from those of others. That is the key component of a brand—it distinguishes your product from other similar products. First, what is your product? It is physical therapy, healthy patients, expert services and treatments? As a practice owner or marketer, you need to establish your product before you can start successfully marketing it. The product should be specific to your clinic and different from those offered by the “average” PT clinic. For example: saying “physical therapy” is your product generalizes your practice in with millions of other providers. Now what if you said your product is “sports therapy”, now that narrows the scope a bit.

Let’s take it a step further and say your product is “performance improving sports therapy”. What does that say about your brand? “Performance improving” implies that you focus on returning the patient to a physical state that meets AND exceeds prior performance metrics. You also measure results as a means to confirm the patient’s improved abilities. “Sports therapy” indicates that you work with athletes and/or patients that enjoy maintaining an active lifestyle. You have a specialty in this area and tailor your physical therapy towards sports/fitness conditions. Now you have a product that both guides your brand and supports its business goals.

What do you need to have a rock star physical therapy brand?

1. Name: Your practice name needs to be easily understood, recognizable, and memorable. Some tips for a well-branded name include:
   1. Using geographic or location based references: “Green Mountain Physical Therapy” or “Manchester Physical Therapy”
   2. If you are well established as a provider, your name as reference: “Trickett Physical Therapy”
   3. If you are servicing a niche market or have a unique specialty: “Richmond Pediatric Physical Therapy” or “Chesterfield Women’s PT”
2. Tagline: This is the key phase that ties your name into your brand. We recommend:
   1. A phase that is between 3 and 5 words as longer phrases are often difficult to understand and remember.
   2. Words that are unique and encapsulating, but not exclusive. You want the tagline to encourage and support your treatments and services, but not in a way that makes them seem unattainable for the average person.
   3. Avoid qualifiers (best, #1, top-notch etc.). Unless you’re a Guinness record holder for PT, you probably should not claim to be the best. If you win an award for your treatments, such as Best PT in Richmond, hype that as an accompaniment to your tagline.
3. Design: It’s all about the logo. This is often where practice owners need to be more open to options. We suggest:
   1. Hire a professional graphic designer. Repeat: Hire a professional graphic designer. Professional designers have infinite experience creating logos and can generate endless options, color schemes, and arrangements.
   2. Be open to ideas. It is great to come to the table with examples of other practice logos or colors that you like. This can give the designer guidance and inspiration. Do not expect them to copy another clinic’s design and change the colors to match yours. You wouldn’t want to see your logo being “borrowed” by another practice right?
   3. Think about where you want to use the logo. Print marketing, website, social media, t-shirts, bumper stickers, building signage, billboards etc. You want the designer to give you a suite of variations on your logo.
      1. Wordmark: Your practice’s full name as a graphic element.
         1. Plus stacked with your tagline.
      2. Lettermark: Your practice’s monogram or initials. Green Mountain Physical Therapy becomes: GMPT and Green Mountain PT + taglines
      3. Iconic: a graphic element that can function either as a stand along image or in combination with your wordmark/lettermark.
         1. Use alone: on social media (for profile pictures and thumbnail images), on print marketing, or on giveaways.
         2. Combine for: website header’s, newsletters, building signage, business cards, or large displays.

Want to learn more about branding your practice? Or are you a new practice owner getting ready to start marketing your clinic?

Contact the experts from the beginning to ensure that your brand supports your promotional plans and will enhance your marketing’s results.

We have dedicated graphic designers on staff to consult with you and your account manager on logos and to coordinate your branding across your newsletters, physician mailers, website and more!

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Summer Marketing for Physical Therapy Practices

Summer time is fast approaching…schools are out, families are on vacation, work days feel shorter. Summer might be the best of all worlds for many of us, but a lot of physical therapy practice owners feel differently especially when it comes to their businesses. A physical therapy clinic in the summer months can be a ghost town. Peak vacation season and school breaks disrupt the family schedule, resulting in less patient visits and fewer referrals.

What can you do to rev up your marketing and get more patients in the office to offset the summer slump? Try these four strategies:

1. Use new, targeted seasonal messaging:

Think about what you like about summer and what your family does during this time of year. Do you join a local swim club, vacation at the lake or beach, spend more active time outdoors? Chances are many of your patients enjoy the same activities. Play up the sports lingo! Offer a “swing special” for golfers or host an open house focus on “safe swimming”.

2. Look at last year’s stats for June, July and August:

Each practice and local community has a slow month in the summer. For most clinics, August is like Death Valley—hot temperatures and barely any patients. Anticipating seasonal slumps is key to summer success. Offer a serious incentive for the month and start hyping it early! Waiting until mid-July to unveil a big August savings special might seem like a good move. You won’t lose July business with patients waiting until the special and you will get lots of patients in August right? But, you take a serious gamble that most of your patients are already out of town or have made plans for August by mid-July and thus, won’t be around to take advantage of the special. Instead, start marketing August savings in June to gain enough interest through traditional channels and word of mouth referrals to get more patients.

3. Plan ahead for fall sports

Most fall (even winter) sports have off-season training in the summer. From camps to weekly practices to pre-season warmups, fall athletes do not take the summer off. Promote injury prevention and performance training in the summer months to get your athletic patients safe and in game day shape. Network with local recreation leagues or schools and provide PT at camps and clinics. Offer discounts on special services, such as kinesiology/taping or TENS, for athletes when they wear a team shirt to the clinic. Or, set up a pop-up clinic at tournaments to provide onsite care and PT counseling.

4. Follow your marketing plan

As the seasonal impacts start to take effect on the number of patient visits and referrals, it can be very tempting to cut expenses by decreasing or stopping your monthly marketing campaigns. By skipping your August newsletter, you will save some money to offset the lost revenues due to the summer slump right? 100% wrong! The #1 rule of successful marketing is consistency is key. It took your monthly campaigns, such as newsletters, physician mailers, or postcards, several months to gain ground and start generating consistent results. Stopping for even one month can set you back and undo months of work. Also, you want the number of patient visits to swing back up in September. So, you need to mail a newsletter in August to get those fall patients back to PT. Keep doing your successful actions and you will weather the seasonal effects.

By using targeted promotions, analyzing last year’s data, marketing for future needs, and following your plan, your physical therapy practice will continue to see results throughout the seasons. Some times of year might still experience a drop in stats, but that is ok—every business, from Wall Street to the corner shop, sees seasonal fluctuations in volume and revenues. You need to be the seasoned marketer by anticipating the changes and proactively improving the results. Want to start your summer marketing campaigns? Give us a call and we will help you get more patients!

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