Every year my mom paints these really nice decorative ornaments for my kids. It’s a tradition that she’s kept up for years and she’s pretty good at it too. However, one day she called me in a panic. She had run out of a couple colors of paint that she needed and wanted my help. You see, she didn’t know where to get them anymore since the local arts and crafts shop had gone out of business. (What does this have to do with physical therapy search marketing? Bear with me).
I, of course, opened Google and did a search. Within a minute, I had several names of stores that she could go to for the paint she needed. I called a couple of them up, asked if it was in stock and then gave my mom a couple of options. That same day she had her paint and the ornament tradition will continue this holiday.
Physical Therapy Search Marketing – Patients Research Online Buy Offline (ROBO)
So, what does the story above have to do with physical search therapy marketing? The fact is that patients and their adult children ROBO all of the time. In fact, a client of ours in Florida (yes, think Medicare because 70% of his patients are Medicare) generates 30% of his business from Internet marketing. Furthermore, it’s not the Medicare patients that are researching online either. It’s the adult children of the patients that are doing the Googling.
How People Look for You – We’ve Run the Tests
Intuitively, one might think that patients will search for back pain treatment in your community. While 1 or 2 of those searches may occur each month, our data suggests that there are 3 main ways people research physical therapy practices online.
- By business name – PT is a referral business so this makes sense.
- By geographic convenience- this too makes sense. The doctor tells the patient, “Find a physical therapy clinic close to you.”
- By clinician name – if you were referred to an orthopedist for a consultation/treatment, would you research him/her online first? Many do.
Do a Few Searches Yourself
Based on our experience with physical therapy search marketing, we suggest you do the three searches we indicated above for your practice. Google your practice name. Google physical therapy in your city. Google your own name. Are you listed?
How to Get Listed
There are three different ways to be listed on a SERP (search engine results page). Click here for those. A good way to get started is to go to www.getlisted.org and search for your practice. They have lots of good information on how to do it yourself. Much of it pertains to how to get listed in the local business listings. This is a great place start.