In our last blog, we showed you what an inbound marketing campaign can accomplish and walked you through the key steps needed to execute these types of strategies. An inbound approach can work incredibly well once someone finds you on the internet, but as we’ve pointed out, this isn’t always easy or likely. It also takes time, and lots of patience, which some private physical therapy practice owners may not have.
Enter Outbound Marketing.
Also referred to as “traditional marketing” or “push marketing,” outbound is more about casting a wide net with strategies that find your patients, rather than hoping that they somehow find you. It gives you more control over how to establish the first point of contact, and is therefore more direct and immediate than most inbound strategies.
Example Patient with Neck Pain
One way to understand the primary benefits of an outbound strategy is to think about the behaviors of an average individual who has neck pain. If this person is like most people with neck pain, he or she is probably not actively looking for a physical therapist, and may not even be aware that the option is available.
An inbound strategy probably won’t work unless they happen to be searching for terms related to neck pain and your area and you have pages that rank for these terms.
An outbound approach, on the other hand, is far more likely to bring your practice front and center through the use of advertising and other broad marketing tactics.
Getting to know the best outbound advertising options
Advertising is the most common and reliable form of outbound marketing, and there are numerous options available today. A selection of some that will be worth your time follows:
- Paid Banner Advertising: this is essentially any type of advertising that’s used in a search engine; specific search terms are not always necessary, so these ads can pop up regardless of what’s being searched for
- Social media advertising: these ads are paid for on specific social media sites, and are helpful for increasing awareness of your practice, better understanding your audience, and boosting your reputation; in general, it’s also less expensive than search engine ads
- Facebook advertising: one of the most popular options; ads are easy to create and can be segmented by interest, age, and other variables
- Instagram Ads: Instagram includes a number of highly engaged users, making your ads more likely to be seen by a larger number of individuals; these ads are also connected with those on Facebook
- Twitter Ads: promoted Tweets can use keyword targeting to go after specific individuals, and you only pay when you’ve achieved your marketing objective
- LinkedIn Ads: this type of advertising isn’t to generate new patients; rather, LinkedIn ads are typically used to attract new professional talent. While they are generally more expensive than on other social media platforms, they may yield better overall results than sites like Indeed.
Pros & Cons of Physical Therapy Outbound Marketing
As you can see, there are pros and cons to both inbound and outbound marketing, and that’s why we believe it’s best to spend time on each and find a balance that works for your practice and your budget.
Outbound marketing is usually far more expensive that inbound and also tends to be short-lived, but if you’re looking for more immediate results and have the funds, it’s certainly an option worth pursuing. In our next blog, we look into the role offline marketing can play in today’s times.
Outbound Marketing – A Great Way to Reach Referring Physicians
In conclusion, outbound marketing has its place. It’s often underutilized by physical therapy private practices and a quick piece of advice – if you still get patients from referring physicians, we definitely recommend you use this marketing strategy to reach them.
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