Marketing to doctors is especially challenging. They are a very busy bunch that tend to be quite skeptical of marketing materials. You can overcome these obstacles, however, with an effective newsletter strategy. Newsletters are an excellent way to position your physical therapy practice as a true resource. Here are three ways to accomplish this.
The less “salesy,” the better. You want your physician readers to feel you are a trusted resource. You want them to feel your newsletter contains information useful to their practice, not just content about your product or service. Secondly, quality content in your printed newsletter can be recycled into quality content on your blog or website. By posting an electronic version of your newsletter on your website, you open your potential audience up to any physician performing a search engine query about a topic you have covered. In fact, according to American Medical News, 86 percent of physicians use the Internet to gather health information. Once you’ve created quality content, integrate your printed newsletter with your electronic formats to reach both audiences. Here’s a sampling of what you might consider including in your newsletter:
Features from industry blogs (doctors want to know what their peers are doing)
Recent studies and research (clinical trials and surveys)
Tips and how-tos
Valuable resources (include website addresses to other online resources)
Company news (feature expansions, new hires, awards and new products)
The average person spends 51 seconds reading a newsletter. Every article is not going to interest every reader. Have a format that is easily scannable, so that doctors can quickly glance through the content. Use bullet points, brief summaries or call-to-action boxes. Use images, but not too many. Keep the layout clean, with straight lines. Give readers an option to find out more by directing them to your website or blog. Be sure your web addresses aren’t complicated with multiple backslashes. Long web links can easily be given a short URL for printing purposes. Technology issues are the quickest way to lose a reader. You don’t want them to get frustrated when trying to type in a really long web address with a lot of signs and symbols.
The best way to start any conversation is to ask a question. An effective marketing strategy involves gathering input. If you were selling a product in-person, you would not jump right into talking about what you have to offer. An effective salesperson gets to know their client. They take a few minutes to ask the physician about his or her needs and challenges. Then, they craft their message based on how their product can address those needs and challenges. While not in-person, newsletters can do the same. Use surveys to gather data. The result is two-fold. First, your physician readers will perceive you as interested in the success of their practice. Go beyond asking, “what articles interest you?” Ask about the techniques and strategies they find effective. Summarize the results in future issues. Doctors will see your publication as a way for them to share information and learn about what their peers are doing. Secondly, you’ll receive valuable data on which to base future newsletters. Don’t frustrate your readers by making them search for a way to contact you. Give options for paper and online submission. Make submission very easy with a pre-paid, tear-out card. Each issue, whether it contains a survey or not, should contain clear contact information, via phone, e-mail, website or mail.
E-rehab.com specializes in helping physical therapists market their business to physicians. Let us help create your marketing strategy. Contact us for more tips about creating an eye-catching newsletter.
These stories can be from your own experience or you can research them. You can use stories of popular celebrities if you are trying to reach a certain demographic, then you can pick the celebrity accordingly. If you want to reach people interested in sports you could choose a popular athlete.
Stories that come from the public will work, as well. People can easily place themselves inside the stories and learn about the numerous benefits of physical therapy.
Training and Education
Another blog idea is to blog about the training and educational process that it takes to become a physical therapist. You can cover the guidelines of the American Physical Therapy Association. These can help assure potential clients of the legitimacy of your business and its staff.
Another idea related to education is to simply educate people about physical therapy. You can get into the specifics of treatment with them. If people know more about the topic of physical therapy they can become more comfortable with it.
You can do simple interviews with people in the physical therapy sector to achieve more prestige for your blog. An interview with a professor of physical therapy can help add an educational spin to your blog. A practicing physical therapist can be interviewed to humanize themselves and their profession.
Explain Who Needs Physical Therapy
This can be done in a variety of ways. It can combine the success stories and interviews above, so that you can let people know how they can benefit from seeking physical therapy themselves. Statistics and charts could also be used explaining all of the different benefits of physical therapy.
Interact with Readers
Some blog posts can simply exist to interact with your own reader segment. If your readers see that you care enough to respond to their comments or questions they will definitely feel valued enough to keep coming back to your blog.
Establish Your Audience
There are many audiences you can target in your physical therapy blog. You can target physical therapists themselves. You could write blogs about how to best run your practice and tips on interacting with and retaining clients. You can also target people who are simply interested in physical therapy. They could be interested in becoming a physical therapist or seeking treatment themselves.
There are many audiences out there. Once you establish which audience you are seeking; you will be able to write your blogs around this particular audience.
Establish Your Tone
The tone for your blog depends on who you are writing it for. If you are writing a blog for a physical therapy office you should likely keep it professional. However, if it is for physical therapists themselves you could let loose a bit and use some work humor. Tone really depends on your audience and the purpose of your blog.
What do you want your blog to accomplish?
The final consideration and perhaps the most important is to have a goal for your blog. Whether you want more traffic to your website, to inform people, or simply to discuss topics in physical therapy: there are many ways to do each of these things.
Feel free to contact us at E-Rehab for more technical tips and tricks.
Reputation management for physical therapy is an important aspect of modern marketing and business practices. Your business reputation is important, and in the social age, people can say things about you anytime, anywhere and have a drastic impact on your business processes. The following reasons PT businesses need reputation management show the value of proactively engaging your online reputation.
Knowledge – The first part of customer service is knowing what your customers are saying about you. At this stage, even the bad reviews are valuable to you. Knowledge about what people are saying gives you power to respond positively and turn negative customers into positives (if possible), increase word-of-mouth from positive customers, and address and fix systematic issues.
Visibility – With changes to Google’s algorithm, website management is social management. For your SEO to perform, for your website to be seen, you have to manage your reputation on social media sites. From accurate information (have you checked your Google+ page recently?) to creating positive dialogue (when was the last time a customer got a personal Facebook response?), reputation management creates an online presence for your business.
Manage Multiple Presences – Your business is PT. Marketing 25 years ago was simple: phone-book, physicians and hospitals, and a good location would be the primary methods of reaching your customers. With the internet, marketing has changed. You must maintain local listings on the 3 major search engines, create regular posts on Facebook and Twitter, create videos on YouTube, and do regular email updates.
Track Customers – Many people just see reputation management as taking care of social media, but a good program will integrate with websites and internal databases to locate where customers are coming from, giving you control over advertising as well as managing your reputation.
Videos – With increasing access to high-speed internet and 4G services growing in both service and technology (LTE), users are looking for full audio/visual communication from service providers. Good reputation management programs will not only set up a YouTube channel, but help you create and post videos to let people know about your business.
Review Creation – When a customer has a great experience with your business, they will want to tell their friends on Facebook or Twitter about it. If you create surveys, online comment forms, email receipts and more with Facebook and Twitter links embedded in them, you bring customers’ friends to them with the click of a button.
Technology Tracking – Reputation management experts know SEO, SEM and social marketing. It is their business. A good reputation management program works not only today, but with the changes down the road, too. Whether it is the increase in mobile technologies or changes to search algorithms, reputation management helps your PT business stay technologically relevant.
Manage Physicians and Patients – Your PT reputation is affected by both patients and physicians who refer them. The best teams will understand that physician relationship management is entirely different than customer relationships, and give you tools to reach both groups and build your reputation.
Website Maintenance – Now with mobile platforms and social networking, integrating all of these marketing platforms with your website is an essential part of a reputation management program. Physical therapy practice owners often times don’t have the knowledge and/or resources to stay on top of the constant changes that occur with online marketing. Therefore, it is important that you have someone you trust keeping an eye on this because it does impact your online reputation.
To find out more about reputation management, online PT services, and how to be found by the right people, please contact E-Rehab.
Digital marketing has quickly become the most common and fastest way to reach a wide audience. However, simply having a website isn’t enough to reach a vast audience. We recommend you have a simple physical therapy social media marketing strategy. A 2014 study performed by Social Media Examiner found that a whopping 97% of marketers were using social media to expose and sell their services; meaning that if you aren’t currently using social media to market your business, you are already behind. But it takes more than just opening a Facebook account to succeed at physical therapy social media marketing. Here are some things you need to know about social media marketing so that you can take your physical therapy clinic to the next level by reaching and impacting a wider range of audience:
Use Multiple Social Media Sites
It might seem like everyone in the universe has a Facebook account, but this isn’t necessarily true. Individuals tend to favor one social media outlet over the others, so someone who is very active on Twitter might miss your Facebook announcements and promotions. To optimize your business’s outreach, set up accounts on all the major social media outlets: Facebook, Twitter, and YouTube.
Simply having social media sites isn’t enough to draw attention or business from followers. You need to update regularly with new information, exciting news in your office, and any news events that are relevant to your practice, your community, and the profession. But don’t panic if you don’t have time to personally make these updates. E-rehab takes care of Facebook, Twitter, and Google+ updates for you so your pages will always be active and current.
Engage With Followers
Consumers are more likely to trust brands and companies they follow on social media than those that they don’t, largely because social media offers a personal, human factor that just isn’t present in direct marketing or even commercial campaigns. People are likely to lodge complaints or offer high praise on your social media sites, and these need to be addressed. Apologizing publicly to a dissatisfied client on Facebook or Twitter demonstrates that you listen to your clients and care about their feedback. Further, you can openly discuss any new policies or strategies that will take place based on the feedback. Likewise, accepting compliments and graciously saying Thank You shows followers that your business takes the time to read and respond to clients long after they have left your office.
Word of Mouth
We all know that personal referrals are the most important way for PT practices to generate new patients. When your patients respond to your social media announcements, they end up referring you to their followers, meaning you are reaching a much wider range of audience than through other forms of marketing. The best part is, you don’t have to do any extra work to reach this audience.
[info_box]Is Your Competition Already Ahead of You? Do a quick Google search for your competitors, and you will likely find that they are already using social media to market their business. Don’t waste any more time giving them the social media advantage and taking clients away from you. Contact us today, and let E-rehab work with you to develop a complete social media campaign for your physical therapy office. We will develop and maintain a customized Facebook account, a customized Twitter account, and a customized Google+ channel. “Not having time” to keep up with your social media accounts just isn’t an excuse anymore since we do all the work for you. All you have to do is sit back and reap the benefits of getting additional business for your physical therapy office thanks to your social media marketing campaign.[/info_box]
Google Warning Those without Mobile Optimized Websites
Physical Therapy Mobile Websites (also called Mobile-Optimized) are Now a Must for PT Practices
Are your prospects and patients having a bad online experience when they visit your website? If you don’t have a mobile optimized website, about 30%-40% probably aren’t happy. In raw numbers, that could be 100 or more visitors each month. Have you looked at your web statistics lately? I bet that at least 25% of your website visitors are on mobile devices. Take a look at this graphic here that shows website traffic over a 90 day period…over 406 users have visited this 3-location practice in the last 90 days.
This is What They Saw…Ouch. The Viewer Has to Pinch, Zoom, Scroll, and Struggle to Find Your Phone Number, Map, Etc.
How to Make Patient Interaction with You Online, a Great Experience
When patients contact a practice to schedule a new evaluation or treatment session, they do it primarily by phone.
What you may not know is that those same prospects and patients (406 of them as noted above) search for you on the web before they make a call. This is a great opportunity for you to make it easier than your competition to connect with you. How? With a mobile optimized website. A mobile website is an approach to web design aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile phones). 1. We would argue that Wikipedia’s definition of a responsive website better fits that of three different types of mobile optimized websites which are described below:
1. Adaptive -Adaptive design is more like the modern definition of progressive enhancement. Instead of one flexible design, adaptive design detects the device and other features, and then provides the appropriate feature and layout based on a predefined set of viewport sizes and other characteristics. 2.
2. Responsive – Responsive design works on the principle of flexibility. The idea is that a single fluid design based upon media queries, flexible grids, and responsive images can be used to create a user experience that flexes and changes based on a multitude of factors. The primary benefit is that each user experiences a consistent design. 2.
3. A completely separate website – This development principle is primarily one based on ease of implementation. The idea here is that there is a completely separate website that exists, in many cases, on a separate web server. A user agent detection script senses that a request is made from a mobile device and then redirects the user to the separate mobile website. The primary benefit is both ease of implementation and they are cheap.
Regardless of the type of mobile website you have, there are clear advantages to having one as I outlined here in this blog post. However, now Google is stepping up the pressure on PT practice owners and telling them, “Hey, you better have a mobile optimized website, or else!” It is well summarized in this article by Searchengineland.com:
[warning_box]Google is sending mass notifications to webmasters who manage websites that are not mobile-friendly. These notifications contain the subject “fix mobile usability issues found on…” It then goes on to explain that these sites have critical mobile usability errors on 100% of the pages on the site and thus the pages will be “displayed and ranked appropriately for smartphone users.” These notifications are being sent via Google Webmaster Tools and via email. It is also being sent to sites that are simply not mobile friendly at all and typically, the webmasters know their sites are not mobile friendly. What we have here is Google reminding these webmasters their sites are not mobile-friendly and issuing a warning that the pages won’t rank well in mobile search.[/warning_box]
Here’s an example of the email message with the domain in question removed:
Notice their language, “These pages will not be seen as mobile-friendly by Google Search, and will therefore be displayed and ranked appropriately for smartphone users.” In my opinion, this could be interpreted to read, “If you don’t have a mobile optimized website, you won’t rank as well when people search for you on their phones.”
It’s Not All Negative Though…
There are advantages to having a mobile website with respect to your Google search engine listings, as well. Assuming you have a mobile optimized website, one of them is what your patients and prospects will see when they view your listing on a Google search results page.
Take a look at this screen capture of Google search results for the search “Physical Therapy Encinitas”. You have to do this on your smartphone of course, but what you can see is that there is a small notation that the landing page for the Google search result is “mobile friendly”. In other words, if you are searching with Google on your phone and you click on one of these links, the resultant website you go to is optimized for your mobile device.
Note: this Mobile-friendly tag only appears in the natural listings. Nevertheless, it’s a simple and easy way to differentiate your practice’s listing on Google from others…at least in the short-term.
[info_box]Take Home Message: As I have mentioned in previous posts here and here, there are big advantages to having a mobile optimized website. Now it seems that Google is making it almost mandatory for businesses to have a mobile optimized website. The good news is that a mobile optimized website is affordable, easy to implement, there are multiple options (responsive, adaptive, or a separate website), and as I will discuss in future posts, it’s a great way to promote your practice. Make sure a mobile optimized website is part of your physical therapy website development strategy![/info_box]
Physical Therapy Marketing Opportunity: More Reasons Why Consumers Should See PTs First
Physical therapists know that they are just as capable of evaluating and treating patients for musculoskeletal disorders as medical doctors. While society (both consumers and physicians) still generally think of physical therapy as an ancillary service, physical therapists know better. Consumer direct access is now legal in all 50 states. Go here for FAQs about direct access.
In a previous infographic we referenced numerous advantages of seeing a PT first…from financial benefits to lower utilization of specialists, injections, drugs and surgery.
The point of this infographic is to empower PTs and remind them of the variety of reasons why seeing a physical therapist first is the best choice.
In the top half of this infographic, the data is clear:
PTs see patients quicker,
There’s little to no waiting in a lobby, and
PTs spend more face-to-face time with patients.
Who Are You Going to Share This With?
Would you dare share this with your current patients or are you fearful that it might hurt your physician referral relationships? You make the call. In any case, there are many compelling reasons why consumers should see a PT first.
Reference: Thanks to the Twitter posts and those PTs that were presented at the 2015 CSM meeting. #skipMDs
[info_box]Share this tip with our PT colleagues and let’s all do a better job of using social media to share our practice brands in our respective communities. How are you using Facebook to market your physical therapy practice? Let us know.[/info_box]
Have questions about how we can help you with Social Media Marketing for your physical therapy clinic?
A Value Proposition to Offer Your Primary Care Physician Referral Sources
There are a number of studies that demonstrate the value that physical therapists offer. Here’s an infographic/newspaper ad I put together for a local practice.
Reminder: when you do create some physical therapy marketing collateral, make sure you have a call to action as well…your phone number at the bottom of the ad should do it.
Gellhorn AC, Chan L, Martin B, Friedly J. Management patterns in acute low back pain: the role of physical therapy. Spine (Phila Pa 1976). 2012;37(9):775–782 [PMC free article][PubMed]
Fritz JM, Childs JD, Wainner RS, Flynn TW. Primary care referral of patients with low back pain to physical therapy: impact on future health care utilization and costs. Spine (Phila Pa 1976). 2012;37(25):2114–2121 [PubMed]
As the owner of a private physical therapy practice, there are numerous ways to increase your patient volume. One of the affordable ways to stay in touch with patients is with an physical therapy newsletter.
Online marketing is a must for anyone who owns a practice. After developing personal relationships with referring physicians, the internet is the second most productive way to get your clinic recognized.
One way to accomplish this with physical therapy newsletters delivered via email. Email marketing is effective for a number of different reasons. Email marketing:
Allows you to reach many people at once
Gives you an unlimited number of contacts
Is more affordable than regular mail
Is easy to update
These facts are very important for small practices like yours. Let’s talk about the first point. Email marketing allows you to reach a number of people at once.
Allows You to Reach Many Patients at Once
Let’s be clear here. When we say “A number of patients,” we don’t just mean ten or twenty. It can literally be in the thousands. For example, you might have a hundred email addresses to work with and email marketing will instantly help you reach a large percentage of them (note: some will unsubscribe, some email addresses will change and no longer be valid, some email addresses will be input incorrectly into your system, and some patients will give you a bad email address).
It’s not just the fact that you can email many people; the great thing about email marketing is also that you can email many people at once and say the same thing to them at the same time. In other words, you don’t have to rewrite the email over and over.
Compare this to how direct mail used to be done. You don’t have to worry about photocopies and buying stamps, all you have to do is write an effective newsletter and send it through with an email marketing program like Constant Contact, Mailchimp, or iContact.
Email Addresses vs. Snail Mail Addresses
That brings us to the second point. Email lists can be unlimited. Yes, physical addresses of your patients can be unlimited as well, but emails are so much easier to keep up with and organize. You don’t have to worry about losing your address book or having one of your important patients moving and not having their new address.
Keeping your email list organized is also much easier than you think, in fact, most providers keep your contacts organized systematically.
It Is So Affordable, Why Wouldn’t You Do It?
Email marketing is almost free. It really doesn’t get any better than that, does it? When it comes to marketing, very few things can be considered affordable. After all, marketing, when done right, costs a lot of money. When you market physical therapy practice, you have to keep up with your competition.
Not all practices have a big marketing budget, so most clinic owners affordable and effective marketing resources without it breaking the bank.
This is why email marketing is so important for a private practice like yours. Let’s look at the cost of postage for a moment. When you send a letter, you’re paying for the price of the paper, the envelope, the stamp.
Those are just the outside costs. Creating a direct sales letter campaign also means that you’re paying for your time or the time of a staff member. Writing one effective sales letter can take anywhere from an hour to a few days. Copying that letter hundreds of times will take even longer. Clearly, this can be a time-consuming task.
Emailing your clients takes away all of that extra time and money you would have spent on sending those newsletters through the mail.
It’s Easy to Update
One of the most difficult parts of regular mailings is keeping all of your information updated, as any major change or update will require a new mailing. That notification takes you back to square one of your mailings. Why would you want to go through all the trouble of having to mail out numerous newsletters when you could just email all those updates for free and instantly? For example, let’s say you moved your practice location to a new address. You can easily see the advantage of using email marketing to communicate this to your past patients.
One of the best things about having an email list for your online market is that not only can you write to your patients and keep them up-to-date on any important developments at your practice, but you can also email newsletters with wellness advice and helpful tips on how to avoid injuries.
Top Tips to Make the Most Out Of Email Marketing
Make your email subject line captivating to increase open rates. The first thing your subscribers will see other than who the email came from is the email subject line. Don’t use all caps, which can look like you’re shouting, but instead utilize certain techniques such as the power of specifics.
Another great way to increase open rates is to ask a question. Here’s an example: “Did you receive your our wellness report?” Subscribers will most likely open it out of curiosity and to make sure that they didn’t miss out on anything.
Be consistent with your broadcast emails. The last thing you want is for your subscribers to forget about who you are and why they subscribed to your list. It’s a good habit to email on a consistent basis. Subscribers want to know when to expect to hear from you.
Use email as a way to drive traffic to your website. For example, you could write a really long email about a special event, grand opening, new program, community presentation, etc.; or, you could simply tell your subscriber to click on the link to view the message on your physical therapy website.
The idea is to get your subscribers to visit your website, and you could include rich media like a video, interactive blog post or a page with more information on your practice, so that they can interact with in your content. With email, your subscriber would only be able to reply to you via email.
Using an Autoresponder Service to Build Your Email List
[info_box]One of the easiest and most convenient ways to build and maintain a list (called a database) of your subscribers is to use an email autoresponder service.
One powerful feature of using an autoresponder service is that you can schedule messages to broadcast on specific days after someone subscribes to your list. This makes an effective sales tool to welcome patients to the practice, thank them and follow up with them by simply entering their email address into the autoresponder service one time.[/info_box]
How Often Should You Contact Subscribers?
When it comes to contacting your subscribers, how often should you contact them? On the one hand, you don’t want to be in their face every week. After all, physical therapy is a service no one wants, they only need it when they need it. On the other, your message to be so infrequent that they forget about you.
So what’s the frequency that works best?
The simple answer is: when we asked a small focus group, most recommended that PT practices contact them via email once per month.
What’s important to take note of is that you need to set your subscribers expectations from the start when they are opting in to your newsletter. Tell the subscriber exactly what they can expect from subscribing to your newsletter.
Do you need assistance?
As you can see, a physical therapy email newsletter is a great way to reach patients and remind them that you are the best choice and should be the first choice for the treatment of movement disorders.
Most big-box corporations (Select, ATI, Benchmark) do it and even as a small private practice, you should be collecting your patients’ email addresses and be ready to send mail to them too.
A carefully planned email campaign can: 1. Remind patients you are still there for them 2. Sell additional services to existing customers 3. Promote brand awareness 4. Convey important health and wellness information
[titled_box title=”Give Us a Call at (760) 585-9097″ bgColor=”#000000″ textColor=”#000000″]We have designed, built and delivered many successful physical therapy newsletter campaigns for 12 years now, and we can help you create an affordable email marketing campaign for your practice too. Please don’t hesitate to contact for more details.[/titled_box]
Google has made life much easier for physical therapy practice owners with the launch of its exciting new tool, Google My Business. It combines:
Google Analytics & Insights
They are all under one easy-to-use dashboard and now, managing multiple Google accounts has never been simpler and the marketing advantages are endless.
What’s more, it’s free with no hidden costs. Here’s a quick summary of some of the services included in Google My Business:
Google+ (Google Plus):
G+ (Google Plus or Google+) This is Google’s answer to Facebook. It’s a social networking platform that allows you to share messages, photos, videos and links to your followers, directly from the My Business page.
Reviews: Google is the number 1 business review platform online. Google My Business has an entire review platform that gives practices a place to manage ratings and reviews in one location.
Google Analytics: You can very quickly and easily see all of your websites stats right on your business dashboard.
Insights: Insights gives you vital information on your visibility, engagement and trends in the market.
Maps: Manage your businesses location and information available on Google Maps.
YouTube & Hangouts: Video chats with key members of your physical therapy practice (think expert interview, patient testimonials, doctor interviews, etc.).
As mentioned earlier, this is all a free service. If you currently use Google Places for business or Google+ Pages to manage your online presence, you will already have been upgraded.
Not only that, but they are fine-tuning the My Business platform for mobile use too, and it is available in both iOS and Android.
6.5 Ways That You Can Take Advantage of Google My Business Right Now and Quickly Overtake Your Competition
1. Be easily found on Google Brand awareness is vital for any practice. How can you gain patients if people don’t know who you are or what types of services you offer? As a small private practice, you know how hard it can be to get high rankings on Google, especially if you’re in a big market with corporate and hospital brands.
So in order to create better brand awareness your first step would be to create an effective search engine optimization (SEO) strategy to make your site more searchable on Google. Research has proven (and you probably know from your own personal experience) that 75% of Google users never scroll past the first page. This highlights how without good Google rankings, you are simply missing new patients.
This is where Google My Business comes into play. When you create a My Business account, fill out all of the information Google requests, as it will increase the odds that your practice will show up on a Google Search, Maps and Google+.
You’ll need precise information about your location, your office hours, contact information, website address, email and fax numbers, and at least 10 pictures of your practice.
IMPORTANT: Make sure that the information you put on Google is the exact information NAP (business Name, Address, Phone number) that you have on your website and any other places where your practice is listed online. Consistency is very important in SEO and it can affect your search engine rankings if there are any inconsistencies.
The more information you add, the more Google’s search algorithms will work to help your search ranking.
Together, all of these features will give your patients an inside look at your practice. As a result, when potential patients are comparison shopping or simply doing a broad search for “physical therapy and a location”, they will be more likely to find your Google My Business listing and visit your website.
2. Connect with existing and potential patients Not only can you manage your practice listing (AKA Google online phonebook listing), you can also manage your Google+ page from your My Business dashboard. It has taken a while for people to get used to the Google+ social network, and most people still prefer and use Facebook and other social media sites, but bear in mind that your Google+ business page increases the trust in your practice name and gives you significant boost to with respect to your Google Local SEO listings.
Google is always trying to provide its users with the best, most relevant experience. As such Google takes note of those who comment, shares or +1 your G+ page posts, captures this information, and identifies your audiences identity, activity and interests. From there, they can even deliver your Google+ page content to your followers in the organic search results. It’s truly amazing how Google provides users such a customized experience.
The other advantage of using Google+ is this; while other social media sites place a “no follow” tag on any link you post, Google+ doesn’t. So if you posted a link on Facebook for example, any links that you put in your posts (to your website in attempts to improve search engine optimization) will not influence your practice’s Google search results. Google, on the other hand, treats them G+ posts as web pages, which then helps increase your sites visibility and page rank.
But even without the SEO benefits, Google+ is also a terrific way to engage with past patients and build a long term relationship with them, which will increase the trust in your company.
Just as on any other social network, if you expect any kind of results on Google+, you need to be consistent and post regularly. If you have a practice blog, post the links on your page and ask your audience to read and share them. Post fun pictures of you and your employees so that your followers can get to know you better and have a clearer picture of who you are. It will encourage brand loyalty.
It is worth reminding you that any content you share should be relevant and interesting to your audience. You don’t want to keep posting promotional offers like Free Screenings or Discount Massages. The point of Google+ is not to push your physical therapy services on people, but to create a close-knit community, which will inspire trust and loyalty in your practice.
3. Hang out with your clinicians If you are not already familiar with it, Google Hangouts are another great way to demonstrate your clinical expertise. You can hang out with up to 15 people at a time.
It’s the perfect way to build an online video marketing strategy for free. Use it to answer questions, share information about your new services or even give online demos of treatment.
4. Check the Performance of your activity It’s helpful to post on Google+ and host Hangouts with your patients, but it could all be a waste of time and effort if they are not producing the desired results.
This is where the Insights tool comes in for your Google+ page and Analytics for your presence across all Google platforms. Both of these tools make it very easy for you to see how many views you’re getting, and you can even see how many people are reading your specific Google+ posts. It even gives you information on how many people have checked out your practice on Google Map searches.
5. Encourage and Respond to Patients’ Reviews Whether you love them or you hate them, some patients want to leave a review about your practice. It’s part of online culture and people will either want to rave or complain about any experiences that they’ve had.
Side Note: the most common “bad reviews” are about patient billing and payment. It’s worth knowing this and making a little extra effort to make sure patients understand your physical therapy billing practices and policies.
Since online reviews are the second most trusted form of advertising, it’s worthwhile to make it easy for patients to post ratings (0-5 stars) and reviews (text comments about your practice). Chances are positive reviews will generate more business for you too, as many patients decide to make decisions based solely on what their peers have to say about your practice. Google My Business makes it easy by allowing you to claim your practice listing so that patients can add their rating and review by simply by Googling your name and clicking on the blue Google+ page link under your business listing.
The dashboard even makes it easy for you to promote the reviews on your Google+ page and monitor reviews on other platforms like Yelp. This will help you to easily respond to positive reviews, while professionally and politely dealing with any negative reviews. You will have a great pulse on the online reputation of your practice…certainly an asset for any physical therapy practice these days.
6. Create an AdWords Express Account It probably won’t surprise you that at the bottom of the My Business dashboard, there is a button that will bring you to an AdWords account. After all, advertising is where Google makes 95%+ of its money.
The “express version” if AdWords, in my experience is very easy to use for private practice owners, but your ads will often show up for keywords that aren’t related to your business. This will result in unnecessary clicks and expense. Nevertheless, it still super easy to quickly create ad campaigns. It’s very similar to the right-side and inline Facebook ads, where you simply write your ad and set your budget and then Google AdWords will do the rest the work.
6.5 Stay Informed on Your Mobile Device Just as 30-40% of your patients are likely to visit your physical therapy practice website while browsing on their smartphones, Google My Business will allow you to do manage My Business with either both iOS and Android apps. The mobile streamlined dashboard makes it easy for you to simply swipe through all of your tools and data, allowing you change dates, manage ads and modify your online presence from wherever you are.
Claim Your Page Today
With Google My Business, you will find all of the best Google tools are right in front of you by simply by logging into your dashboard. It makes management of your online presence easy.
[info_box]As you can see, Google My Business is a robust practice brand management platform; but, as with all aspects of online marketing, your web performance is only as good as you can make it. It’s very important that you include as much relevant information about your practice as you can. If it’s done right, it really can make a difference between your online success or failure.[/info_box]
If you are in any doubt or would like more helpful tips and advice on how to make the most from this great tool, please don’t hesitate to contact us today.
Jack Dorsey sent the very first Twitter message at 9:50 pm on March 21st of 2006. Ever since, Twitter has become a vital means of communication for many and has grown into the one of the most popular social networks online.
Twitter is such a hit because it’s so easy to use. Unlike other social networks, you don’t need to set up detailed profiles or author 500-word posts on your profile. You simply Tweet up to 140-characters, which then leaves you plenty of time to focus on your practice while still taking advantage of the massive potential on Twitter.
Growing your tribe of followers on Twitter is also a snap.
Twitter to Promote Wellness Services
In this post we will show you how to set up an effective marketing campaign on Twitter that will significantly maximize your exposure and bring new wellness business to your practice.
It Starts with Your Twitter Account
Your profile is the place where potential followers go to learn about you and what you have to offer. It’s just a simple one-page outline that includes a short bio and your website address, so potential customers will know where to go if they want more information about your practice.
Set up your page so that those visiting it will be motivated to follow you. It’s vital that you make it work for you. You can do that by including a direct link to a specific page on your website that includes and offer or valuable content. Don’t make the mistake of trying to push your services or products immediately from this page. The most effective campaigns begin with establishing in the community as a leader in the delivery of a particular wellness service, and you do that by offering valuable incentives. This allows you to be able to keep in touch with them and build a relationship with them so that they will come to you services in the future.
Make sure that your brand comes across on the Twitter profile page. Be authentic and friendly and offer something valuable based on your niche service. A picture of your face is also recommended as it helps establish trust with your followers.
Important – Twitter is the Top of the Funnel, Not the Bottom
Many businesses seem to forget that Twitter is a social network and most users Twitter users follow others to learn about their expertise and passions. They generally don’t sign up for Twitter and follow you for special offers, so be smart and build your Twitter relationship first.
One way to do this is to create a newsletter focused around your wellness specialty. Then set up a simple landing page that offers the newsletter or a report. For example, “Five Different Kinds of Massage – Which is Best for You?”
Your subscribers will then receive instant access to your report once they confirm their email address.
The next step is to build relationships with your subscribers, and you do this by following up with additional free content and resources. Resist emailing them promotional-based offers until you’ve established a rapport with your readers and connected with your audience. People need to trust you and see that you offer professional, relevant information that they are interested in. Building trust and proving that you can deliver quality information takes time, but if you can deliver results before recommending your services, it will only make your recommendation far more effective when you eventually do promote something.
To get the most potential, make sure that you include a direct link to your squeeze page right on your Twitter profile account and then once you’ve established a following, you can start posting updates on your website so that you can begin directing traffic there.
Growing Your Follower Base
It may seem strange to create a squeeze page and blog first and then going looking to find followers on Twitter but it actually makes good business sense. It is far easier to establish a following within Twitter when you have something to offer.
Not only that, but if you are just starting out on Twitter and people see that you don’t have many followers, they might be hesitant about following you themselves. But if you have established a website, blog or squeeze page and you have somewhere to direct your followers, it makes it a whole lot easier to achieve the success you are looking for on Twitter.
Don’t Be Shy, Tweet Often
When it comes to tweeting, don’t waste time worrying whether your tweet is pithy or interesting enough.. Once you have become an active member of the Twittersphere, you will find it much easier open up and provide your followers with creative Tweets and you will also be able to respond to ongoing discussions from those who you follow and who follow you.
So, in the beginning, post what’s on your mind. Think of it as joining a conversation at a party. If you worked with an interesting customer, tweet about it. If you had a success, tweet about it. If you found an interesting blog post about something pertaining to your wellness services, tweet about it. If something made you smile or angry today, tell them about it. Consistency is the key and posting often enough so that you become comfortable how to use Twitter is very important.
Once you’ve posted your first Tweet, it’s time to start following people on Twitter so that you can build up your Twitter presence and encourage people to follow you in return.
Just as you would in your offline business, you need to develop a reputation on Twitter as someone who is interested in helping others, while developing your own Twitter presence.
Finding People on Twitter
The great thing about Twitter is how easy it is to quickly locate other people who are involved in your target market or industry. You will be able to find people who share an interest in nearly every topic and subject online, no matter what niche you’re in.
Twitter is all about building connections and relationships, and Twitter helps you do just that. You will soon be able to engage with your followers and make friends so they’ll be more likely to buy your products or services.
Three Apps That Make It Easier Twitter is like public texting and texting is done on mobile phones. As such, there are a number of great apps to help you manage your Twitter profile. Here are three we recommend:
That’s it for this post about Twitter marketing for your physical therapy cash-based services. We hope this information gave you some foundational information on how to use the giant social network…Twitter to generate some interest in your wellness services.