Tip 1: Update Your Website
- Work on your message – is your home page optimized to convert viewers to patients? Are there calls to action?
- Add a payment button – it’s an easy way to for patients to pay their statement online.
- Add digital intake forms – these days, it’s much more convenient and saves time if you allow patients to fill out their forms on your website.
- Add a store – this is a nice way to generate a little bit of revenue to cover some smaller expenses.
- Update staff CVs – make sure that you have updated photos and biographies.
- Feature areas of expertise, advanced degrees, board certifications, and specialized certifications.
Tip 2: Update Your Brand Materials
- Refresh your logo – If you want to reopen with a more professional brand look, updating your logo is one way to do it.
- There are a number of companies like 99 designs, Fiverr, or Logo My Way that offer various logo design packages.
- Update your brochure – have you reviewed your brochures or rack cards recently? Consider refreshing them and clearly stating benefits and make sure you have a good call to action.
- Take inventory of your referral pads
- Create a digital business card – make it easier for people to connect with you. switchitapp.com/ is a unique service that provides digital business cards.
Tip 3: Use Social Media to Engage with Your Community Online
- Create a series of posts to engage your community.
- Boost posts to both your fans and the area 5-10 miles around your practice.
- Post videos about home exercise types, home office setup, nonpharmacological pain relief.
- Build your following with inspirational messages and a request to like your page.
- Update your social media cover photos. Canva.com or snappa.com are good resources for this.
Tip 4: Create educational videos with your smartphone
- What better time to shoot a video than now. Your practice is likely to be quiet so it’s a great time to shoot some videos. Here are some topics:
- If you’re open, take some time to share how you’re keeping patients and your staff clean.
- Create an expert interview video that differentiates you from the competition.
- Discuss various conditions & demonstrate how you treat them.
- Make a series of stretches and boost them out to your community – 1 per day for a month.
- Contrast your service to other more aggressive treatments.
- Here are a couple sample videos on the home pages of these websites:
GMSPT.com | Procarept.net | Ptcare.net
Tip 5: Review the patient value journey.
This an often overlooked and a great exercise to map out all of the places/things that a patient might see as they move from awareness to patient ambassador.
Break down each touch point and examine where you might be able to improve the processes and provide a higher level of service.
Here’s a blog post where I discuss the patient journey in more detail:
Tip 6: Review & Update Your Google My Business Listing
- Review your process to capture Google ratings and reviews…one of the best ways to differentiate yourself. If you aren’t getting 5-10/mo (obviously this depends on patient volume), you are missing a big opportunity.
- Review how it works – I did a blog post about Google My Business – click here to review it.
- Add pictures – this is a great way to show others some of the unique features of your practice. Create a regular schedule to add photos and delegate it to someone in your office.
- Update your listing – if things have changed in your office, update your listing. For example, update your business description and add in keywords. Add any additional business categories as well.
- Respond to reviews – responding to reviews is a great way to show people that are considering your practice that you care. Even a thoughtful response to a negative review can generate more business. I did a blog post on this this with some additional advice. https://www.e-rehab.com/2019/05/24/physical-therapy-ratings-and-reviews/
Tip 7: Send Out Email Messages to Your Past List
- Introduce the idea of telehealth and offer a free telehealth session. Limit the time of the session to maintain your value.
- Keeping in touch with past patients is a great way to generate more new business. Past patients are more likely to consume your content too.
- Give them a combination of good will information…wellness information as well as educational information about the conditions you specialize in treating.
- On occasion, you should make offers to your past patients. The combination of email and direct mail can be more effective.
Tip 8: Educate Referring Physicians with Research
- If you get referrals from physicians, then take the time to collaborate with your referring doctors. Don’t be what I call a “physical pharmacist” and wait for the referral. Physical therapy is the best first choice for some many neuromusculoskeletal conditions. Make a point of reaching out to your referring physicians and send them a copy of a research paper. Put a post-it note on it saying something like – I thought you might be interested in this and sign your name on it.
- To find these studies, do a Google search for a reference, add in the words PDF and often you will find that the document is public. Make sure you follow the necessary copyright laws.
- Shortcut: the New England Journal of Medicine published an article with this conclusion: Patients with osteoarthritis of the knee who underwent physical therapy had less pain and functional disability at 1 year than patients who received an intraarticular glucocorticoid injection.
- Here’s a link to the article: https://www.nejm.org/do/10.1056/NEJMdo005728/full/
- Look up additional authors like Julie Fritz, John Childs, or Gail Deyle to name a few.
Tip 9: Kill your Google Ads if They Aren’t Performing
- I’ve run Google Ads for PT private practices since 2007.
- One thing I can tell you, in my experience, most physical therapy practices are wasting their money on Google Ads because they aren’t managing them properly.
- Don’t be afraid to either invest in having someone do them right or cut this cost and put the money elsewhere.
- It’s highly likely that you’ll never notice you turned the ads off.
Tip 9.5: Look at your budget, ROI, and Opportunity Costs
- In all of the years I’ve been marketing for PT private practices, I’ve notices that large percentage of practice owners don’t have a strategy.
They pick a tactic and spend some money on it…often not even knowing if they are getting anything out of it.
- This is a good time to take inventory of what you are spending your money on and making sure you are getting value from it.
- Don’t throw the baby out with the bathwater but make sure you have some key performance indicators that suggest you are getting a good return.
- If not, consider spending that money elsewhere.
If you need help with your physical therapy marketing, we have a variety of packages that will fit the budget of any practice. Click here for our package information.