Physical Therapy Website Accessibility – ADA Compliance in the Digital World

Physical therapists understand the importance of creating an accessible environment better than most professionals. Working with people who are injured or struggling with pain often involves meeting them on their level, and the same is true for creating a space that’s welcoming for people with physical disabilities.

When it comes to creating accessible spaces, we usually think first about entryways, bathrooms, and other concrete obstacles that may present challenges for those with limited function or mobility. Tackling these areas is essential, but it’s also important to ask yourself whether or not your website is as welcoming as it could be.

Does the Americans with Disabilities Act Apply to PT Website Design & Development?

ADA compliance and physical therapy websites

When the Americans with Disabilities Act (ADA) was passed in 1990, the idea that being able to use a business’s website would be essential to engaging with their business didn’t exist. As such, the bill has few guidelines for accessible website design. In the 30 years since, though, online commerce and interaction has become a much more integral part of our lives.

This year, the idea that a website is an essential part of a business was debated on the floor of the Supreme Court. Early in October, 2019, the Supreme Court upheld the right of blind people to sue Domino’s for failing to make their website and app accessible.

According to the LA Times, the court’s decision was based on the idea that the ADA “protects access not just to restaurants and stores but also to the websites and apps of those businesses.” The ruling doesn’t mean the plaintiffs will win their suit; it simply means they have a right to bring it. Legal precedence on the matter is still far from established, but that won’t stop lawyers from finding as many businesses as possible to bring suits against.

E-rehab has accessibility tools for your website that might help you to avoid the hassle of a lawsuit.

Contact Us today at (760) 585-9097 or request a free consultation by clicking here.

To learn more about accessible digital design, visit W3.org/standards/webdesign/accessibility.

17 Physical Therapy Marketing Ideas to Make Your Physical Therapy Website More Credible and Generate More New Patients

Authority, credibility, expertise, and trust are all important factors that patients scrutinize when looking at a physical therapy website. Patients that are unable to develop a sense of trust with you as a physical therapy service provider are less likely to call or request time with you on your appointment request system.

Increase trust and you will increase new patients!

Here’s a quick list of credibility opportunities that you can implement to increase trust between you and potential patients.

In a Physical Therapy Practice, People Judge What They Can’t See Based on What They Can See

Fact is, in a service business, people can’t test drive you or try on your physical therapy services. An outdated website may leave an impression that your practice is out of touch and may not be a clinic of expertise or excellence.  I have compiled a list of seventeen things you can do to improve your online appearance and help you successfully convey that you provide exceptional services:

1. Upgrade your website design:

Creating a new physical therapy website design is well within the budget of any practice.  It is important for your website to look great on smartphones…so, a responsive website is the right choice. Don’t forget to test all your website’s marketing features on more than one type of smartphone.  NOTE: E-rehab clients can get a new website, free of charge, every 3 years.

2. Take real photos of you, your staff, and your patients:

Don’t use stock photos…or at least not ones that look like stock photos. And never, ever use clip art! Hire a professional photographer to take some pictures for you or license unique images from a pro, and you’ll immediately upgrade the appearance of your site.

3. Update your font:

Studies have shown that your website font actually impacts the believability of the claims you make on your website. Font matters! Make sure you’re using fonts that are proven winners on the web and that are big enough to easily read.

4. Make it easy for patients to communicate with you:

With smartphones, apps, sms, email, chat, and social networks, there are many ways for patients to connect with your office.  Don’t miss out on vital communications by ignoring some communications channels.

5. Make sure your phone number is on top and on every page:

Your phone number should be visible above the fold on every page of your website along with a click-to-call function when people visit your site on their smartphone.

6. Add a live chat option:

Adding a live chat option is easy (and free too!) with a system like tawk.to .

7. Don’t want the commitment of live chat; add a bot:

Chatbots are a popular way to automate the interactivity on your physical therapy website.  With a physical therapy chatbot, you can answer many of the questions that your patients may have before they even come in to see you.  It’s a great way to educate your patients and it’s a great place for patients to submit an appointment request as well.  We find that 1 in 10 people that use an E-rehab Physical Therapy Chatbot are scheduling an appointment.

8. Make sure you have a map that’s easy to access:

Make sure your address(es) is easy to see.  There’s nothing more frustrating than looking up a local practice only to find that you don’t know where they are located.  Make sure you have your address permanently placed on your site above the fold and also have a Google Map available.

9. Leverage your great service:

I rarely meet a practice owner that doesn’t think they provide great service.  Fact is, if a practice has been around for five or more years, they’re probably right.  If they weren’t providing great service, they would have gone out of business.  But here’s the problem;  it doesn’t matter how much YOU tell others  that you have a great practice, that you are the best, that you are number one…it will never be as effective as the social proof that other patients can and will share about your practice.  Encourage your happy patients to share the word about the success they had with you.

10. Include patient ratings and reviews:

I’m going to spend a little extra time on this by leading with a question.  If you were a consumer that needed a locksmith, an urgent care practice, emergency plumber, orthopedist, or a physical therapist, would you look for one on Facebook, Instagram, Snapchat, or Twitter?  Out of the literally hundreds I have asked, I’ve only had one person say yes.  Another couple said they might ask for a referral from Facebook.  My point is, and your web stats will prove this to you, people check PT practices out online, most of the time, by either Googling you, or by going directly to your website.  You may be asking, “What’s your point Dave?”  My point is that there are two places that you want to have your ratings and reviews for prospective new patients; on Google and on your website.  Start by getting ratings and reviews on those two platforms  (and in most cases, it won’t matter if you have reviews anywhere else).

NOTE: Of course, this is how the E-rehab system works – we help practices capture ratings and reviews to be displayed on Google or your website.  We also will import Google reviews and post them on your website as well.

11. Add patient video testimonials:

If a picture is worth a thousand words, then a video must be worth millions.  If you have a bunch of positive ratings & reviews, undoubtedly, some will question their authenticity.  You can avoid any doubt and demonstrate the happiness and satisfaction of your patients with video testimonials.  Click here to see an example.

NOTE: We have a patient video testimonial system that is so fast and easy to use, anyone can use it.  Contact me and I’ll show you that it’s as simple as it gets and there isn’t any emailing or uploading of videos.

12. Highlight your specialties:

If you offer services that are uncommon, such as aquatic therapy, women’s health, vestibular rehab, concussion treatment, etc., make sure that you have a dedicated web page about these services.  Also make sure that you include the service and your city in the page title and body so it’s more likely to rank on Google.

13. Highlight professional awards and association affiliations:

Have you won a Top Rated or Best Of award?  Make sure that you display the badge on your website.  While most of these “best of” websites have no relevant criteria to judge the quality of a practice, they do give badges away to many practices.  Why do they do this?  They want you to put the badge on your website that links to them so they will rank better in the search engines for industry searches like “best physical therapy in Salt Lake City” or “top physical therapy clinic in New Orleans”.  Yes, it’s a joke/game, but if you are lucky enough to get the arbitrary award, add it to your website.  It can’t hurt.  I do recommend that you simply add the image but don’t link back to the ratings and review site.

14. Personalize your website:

Today’s patients want to see who will be treating them. Here’s how you can add a personal touch to the experience:

Staff biographies

Make sure that you have updated staff biographies on your website.  Include the schools that staff member attended, certifications, specialized con-ed, types of patient conditions they like to treat, and then humanize the staffer.  Tell viewers what they like to do in their spare time, mention some details about family, and involvement in the community if it’s relevant.

Behind-the-scenes

By providing video and pictures to show viewers what happens at the practice, a patient can more easily visualize their own visit. You may also want to showcase any unique company cultural traits.  Both of these will result in impressing to the patient that  your physical therapy practice is relatable and trustworthy.

Pictures of your great service

We are frequently asked what kinds of pictures should be on a physical therapy website.  I suggest you share images of what you do best…patient education, manual therapy, and the sophisticated therapeutic exercises/neuromuscular reeducation that you use every day.  For various services pages, take specific photos of the above three categories and include them on the respective services pages.

15. Be a healthcare professional:

A lot of the tips above are designed to make your business feel more relatable and friendly. But when it comes to opening up their wallets, customers still want to know you are a clinical professional. Here are ways to show you mean business:

Have a secure domain

This is a big one! Invest in an SSL certificate and secure your domain.  It will help with SEO, build viewer trust, and HTTPS 2.0 protocols can speed up your site too.

Make sure you address the payment, billing, and co-insurance payment processes on your website

Show that you stand behind your physical therapy services with confidence!

Make your Privacy Policy visible

Make it clear that you’re going to protect their valuable information.

16. Make it clear how to reach support:

Let them know how you will handle things when they go wrong.  When it comes to healthcare services, most complaints are centered around money.  Clearly communicating how you verify insurance benefits, how the billing process works, and communicating in a timely manner can go a long way toward building trust.

17. Take Action!

It’s so important to communicate credibility and trust to prospective patients that are viewing you on the web. In today’s complex, competitive, and the oftentimes confusing marketplace, businesses need to go above and beyond to set themselves apart.  Hopefully, the tips mentioned above will help your physical therapy practice stand out.

Contact Us if You Need Help

If you need help, don’t hesitate to give E-REHAB a call at (760) 585-9097.  Since 2003, we’ve been helping PT private practices get the word out to their communities.

 

 

Why an In-Depth Understanding of Your Patients Is the Only Marketing Strategy You Need

Successful marketing is about more than tracking analytics, building a social following and getting traffic on websites.

Ultimately, successful marketing is about knowing your patients. No matter how great your marketing efforts are, it doesn’t matter if you can’t connect with the audience.

So, if you want to be truly successful, you need to have an in-depth understanding of your patients.

What is a Patient-Centric Marketing Approach?

Patient-centric marketing uses personalization to deliver services, messages, and content to the patient that provides them with the answers they need. This applies not only to marketing but also to your entire organization.

Putting your patients first can improve your relationship with them and retain more patients over time since they feel valued.

With patient-centric marketing, you stop telling your patients what they need, which comes across as unappealing and untrustworthy. Instead of pushing services and aggressively asking for the therapy appointment, with patient-centric marketing, you craft your messaging, content and services around addressing their needs first.

Ultimately, if a patient knows they have other options and feel undervalued by the clinic’s lack of attention, they’ll move on.

knowing the value

The Value of Knowing Your Patients

More and more businesses are taking advantage of the power of blogging and content marketing, meaning that the internet is flooded with content everywhere you turn. As a result, patients no longer need to waste time on low-quality content that doesn’t serve their needs.

If you want to stand out among this crowd, you need to create unique content that’s relevant to the needs of the target audience. When you can create content that fits their needs, you develop trust and value with your practice. This makes patients more loyal to your practice and its services.

Having loyal patients who return to your clinic when therapy is needed offers many benefits to your physical therapy practice, not only in revenue but in positive brand reputation and word-of-mouth recommendations.

In fact, repeat patients are 65 percent more likely to convert over new prospects. This means reduced marketing costs and more new patients for you. Loyal patients are also more likely to support your efforts to generate new business since they want to share their experiences with their family and friends. This boosts your trust with new patients and gets you more cash revenue.

So, when you stop guessing at your customers’ wants and needs and start paying attention to the feedback they give you, you get both long-term patient relationships and increased profits.

patient persona

How to Get an In-Depth Understanding of Your Patients

Developing these relationships and this understanding of your patients takes time, however. Your patients’ needs may change over time, and you need to change with them.

Here’s how:

Build Your Patient Personas

A patient persona is a guide to the audience you’re trying to attract to your business. A patient persona describes one ideal patient or client in detail, giving you insights about their behaviors, demographics, background and other unique identifiers.

A truly in-depth buyer persona goes beyond this knowledge, however. It dives much deeper into understanding the patient’s life and the challenges they face. What are their problems? What influences their decisions?

The key to all of this is not to guess, of course. When you create buyer personas, you can’t just create a patient. It needs to be based on the loyal patient base you have.

If you’re trying to reach a different audience, you can even create multiple personas to target new patients, while also keeping your loyal patients happy.

Keep in mind that these may change over time as well, so you should watch how they evolve and continually find new ways to reach them.

Listen on Social Media

Many people are comfortable displaying much of their lives on social media. This can provide you with valuable insights about them and how they feel about your business.

If you only pay attention to posts and comments that relate to your business, however, you’ll miss out on insights from them about what they need from a product or service. To get a real understanding of the target audience and what they expect from your business, you need to go beyond the mentions.

Social listening tools can be helpful for this. Mention is one of the best tools to monitor your brand anywhere. It gives you insights about who’s posting about your business, where they’re located and what influence they have. From there, you can do a little more research into these potential patients to learn more about them.

You should also work to connect with your audience when they come to you. With the availability of therapists online, most patients expect quick responses when they inquire online. Be sure to pay attention to questions, comments, and feedback to you about your business, so you can get an idea of the problems your audience is experiencing.

Use Surveys

If you’re not getting the answers you need from social listening, don’t be afraid to ask your patients directly. Surveys provide you with opinions and insights that you may not have otherwise, and they’re easy for patients to participate in.

Keep in mind a few things, such as:

  • Keep your survey short and simple.
  • Humanize your message to let them know that their feedback has a purpose.
  • If your survey is a multi-page form, use a progress bar to let patients know how long they have to complete the survey.

Ultimately, the idea behind the survey is to keep it as quick and painless as possible for participants.

Pay Attention to Visited Content

Whether it’s videos, blog posts, infographics or images, patients engage with a variety of content throughout the day. To understand what they want and need, you need to pay attention to the type of content they visit.

The best way to learn more about popular content is with Google Analytics. This will show you popular content and the patterns that may arise, as well as the type of content that works better for your audience.

Don’t forget to check out your competitor’s social media pages to see what posts get a lot of attention as well. Using this information, you can create more content that’s aligned with what’s working for your competitor.

Look for Lost Conversions

In addition to learning about current patients, you can learn a wealth of information from the leads that don’t convert. This process is a little more involved, but it can provide you with valuable insights.

First, let’s look at the patient’s journey:

  • A patient is aware of a problem (usually some form of joint, muscle, and/or nerve pain)
  • A patient considers the options to solve that problem (often this starts at Google, then may progress to asking a family member, friend, doctor, or coming back directly to you)
  • A patient decides what solution to try (often based on their insurance coverage, the geographic location of a practice, and/or a practice’s ratings and reviews).

If you find that you lose patients in the consideration phase, you may be not doing enough marketing/advertising/or sales to let your community know that you exist. Of course, not every patient coming in contact with your clinic will make an appointment, but it’s still important to find leaks in the sales funnel.

With this in mind, you want to create content for each stage of the patient’s journey, so you can address any concerns they may have along the way.

building trust

Final Thoughts

When it comes to marketing, don’t assume you understand the patient better than they know themselves. Instead of telling your patients what they need, focus on providing them with information and solutions that address their needs, so you can create a loyal following that grows your business.

How to Ensure Your Physical Therapy Blog Posts Stay Evergreen

The best part about content marketing is its versatility. It can be specific to your practice, free and really covering any topic you want it to be, plus it’s easy for beginners to get started.
That said, not every aspect of creating content is easy. A successful content marketing campaign for your physical therapy clinic must deliver a valuable message, and consistently define you and your practice as the leader in your community.

One aspect of keeping your post evergreen is to revisit your blog history, we’re talking about the maintenance of your previous content marketing. Updating older content is a great way to boost your SEO, but many practice owners and marketers don’t take advantage of this opportunity.

Here’s why that should change.

physical therapy content marketing

Physical Therapy Content’s Final Stage

Content creation involves a defined process and repeated stages that begin with research. From there, the plan is formed to make new content over time. Once the content is designed or written, it’s published and shared, with not much done after the fact.
But the time after publishing, the maintenance phase is vital. Unfortunately, in the fury of constantly pushing new content, the end of this process is often neglected.
The content you’ve created to provide long-term value — your evergreen content — plays an important role in your site. These pieces are designed to stay relevant over time and guide new patients to your clinic, so they shouldn’t be neglected.

  • Just think about some of the benefits evergreen content brings to the table:
  • Driving traffic.
  • Backlinking.
  • Authoritative keywords.
  • Site and content continuity.
  • Improved ranking.

Evergreen and constantly maintained pieces serve as a foundation for the rest of your content and grow your authority as the leading physical therapist of your area. This also alleviates the stress of constantly struggling to source or validate new content.

Maintenance doesn’t have the urgency of creation, however, so it tends to take the back burner in content marketing. Content maintenance is about nurturing a sustainable relationship with your growing audience by keeping your post reliable.

If a loyal patient were to stumble upon an old, outdated post, they may lose faith in your practice.
Content maintenance is challenging though, which is why many content marketers ignore it. Evergreen content requires time, research and updates to stay relevant, which means adding a second plan in addition to your content marketing strategy.

Here are some methods you can use to update and maintain older content:

physical therapy blog posts

Physical Therapy Blog Technical Updates

Like anything else, your site needs maintenance over time. Whether it’s broken links or an outdated background, technical issues are likely present in your old content.
Even if it was published in peak condition at the time, there will likely be one or more elements that should be updated.

For example, Google recently made changes to their meta descriptions. The previous limitation of 160 characters is no longer the case, so what was once optimized is no longer optimized.
Maybe your meta description still works for SEO today, but it’s still worth the time to refresh your old content and check for things like this.

You may also want to experiment with new title tags to boost engagement and refresh your post. You may find that you have broken links or links to outdated resources that are no relevant which harms your credibility.

Broken links hurt your SEO, so take the time to find newer information or statistics that emphasize your point and link to those. You can also update your “last updated” timestamp to show viewers that your content is fresh.

Another technical challenge is the way content is consumed now versus how it was consumed years ago. The end of Flash, for instance, has also ended plenty of excellent content pieces that relied upon it. If you created content with Flash, it won’t last much longer as Flash is being phased out. Many sites recommend Flash be disabled anyway, so it’s a change that will come no matter what.

A way to update that content for modern audiences is by switching out JPEG images for PNG images. PNG images have better quality and load times than JPEG images, so if you don’t update them, you may find that you have slower load times that impact your SEO.

Revitalize Your Most Popular Old Physical Therapy Posts

While maintenance is important, you don’t need to update every single piece of old content, nor should you. The best place to start with updates is with your best and most popular pieces, regardless of how old they may be.

You can find out what these pieces are with Google Analytics under the “Behavior” section. This section will show you a detailed breakdown of each page’s performance for the history of your site and the posts that have stayed popular over the years. You’ll then have a list of pieces that are worth maintaining.

If you focus on maintaining and revitalizing these older pieces of popular content, you’ll most likely be able to continue to leverage them in the future.

You may also want to consider why these content pieces have been so successful. Each piece of content has a purpose, so you may learn more about what works and what doesn’t by analyzing your popular pieces.

If you think that an older piece could do better, consider “upcycling.” Upcycling turns your old pieces into a new format, which is commonly done with a video. It’s the same information, but it’s presented in a way that revitalizes the content and gets it more attention.

physical therapy content done for me

Make Relevance about your Physical Therapy Private Practice a New Goal

No matter how evergreen you thought your content was, time will always make your posts irrelevant. Eventually, posts will turn into old news, which requires maintenance to keep them relevant.
One of the benefits here, however, is that you can turn your piece into something noteworthy with your new perspective. So, instead of focusing on updating the piece for popularity, focus on making changes to make it more relevant.

To start, evaluate your content according to three questions:

  • Does your content still pique interest?
  • Is it timely?
  • Will it provide a purpose to your patients and your practice?

If the answer to all three of these questions is yes, then you have content that’s worth updating.

The most relevant content will be viewed and shared more, so taking the time to revamp your relevant content can improve your content lifecycle.

Once you decide that the piece should and could be updated, it’s a good idea to check the topic with Google Trends to make sure there’s interest in the topic of the old post you’ve chosen to update. If you see too many peaks and valleys, you may want to wait until the optimal time to revamp your piece.

Final Thoughts

Content maintenance isn’t the most exciting part of developing a content marketing strategy, but it’s incredibly helpful for your practice. If you want to continue to create evergreen content, you need to put in the effort to reach your patients.

This means taking the time with your old blog posts and checking for technical issues, popularity and relevance to see what will work best. It also means making a serious commitment to making these changes.

Evergreen content isn’t designed for overnight success. Instead, it takes up a vital place in your content library that will bring traffic and credibility to your brand for years.

Physical Therapy Website Design: Creating a Brand That Stands Apart from Competitors

Physical therapy website design is a great opportunity for a private practice to differentiate themselves from the competition. If you run a physical therapy clinic, you know who your competitors are, and you know what makes you different from them. So, how do you convey what makes you different from the rest when crafting a physical therapy website design?

Astute branding choices, plus specific attention to SEO, so you’re found easier online, is the right strategic formula. Additionally, you need a site that is patient friendly, loads fast, offers the right information to your viewers (i.e. services and specialties), and has clear calls to action throughout.  Of course, you want your website to work well on not only desktop computers but tablets and smartphones too (this is called a responsive website and you can read more about what that means by clicking here).

Here at E-rehab.com, we’re an experienced team that gets your business there, step by step.

Branding in Your PT Practice Web Design

Your physical therapy practice needs to demonstrate how it stands apart from others. While it’s important to use quality images, graphics, and a consistent color palette to make a statement, branding should also be about the information you share with your prospective patients.  Here are some ways you can differentiate your practice:

  • Share innovative physical therapy techniques others don’t offer?
  • List special credentials and the benefits of seeing a PT that has them (perhaps you have and OCS and/or doctoral degree)
  • Do your outcomes set you apart? If so, list them.  FOTO has a widget for that.  Ask for the code and we can include it.
  • Do you have a unique physical location?
  • Do you treat/touch every patient every visit?  While it’s getting harder to do so with declining payment, this is a good differentiator and something the big box clinics don’t do much of anymore.

Include Your Own Physical Therapy Images & Video – Images and Video are Everywhere and You Should Leverage This Too

In the age of visuals, providing videos on your website that showcase what you offer, is a great method of branding.  Don’t just do a video about a treatment technique, create a series of videos on the conditions you treat, why physical therapy is a great choice, and then why someone should choose you.

Patient Video Testimonials and Social Proof

Also, patient testimonials are one of the best methods of branding for websites. Real results are everything when it comes to patients choosing physical therapy, and they’ll hear it directly from your best cases.  This is called social proof.  Here’s what social proof means:

…often in situations where we are uncertain about what to do (i.e. I don’t know which physical therapist I should choose), we would assume that the people around us (experts, celebrities, friends, patients.) have more knowledge about what’s going on and what should be done.  Reference: https://blog.bufferapp.com/social-proof

Effective SEO

Your website should be optimized not only for your brand name but also for the keywords “physical therapy + city your business is in”, so those in your local area find you easier on search engines.

It’s also important to include appropriate titles, include keywords, and alt tags for your images and videos, so the search engines have a better idea of who you are and where your business is located.

While keywords in text are still important, be careful in being too general. Developing unique long-tail keywords pertaining to specialized physical therapy procedures you provide, will help you get found easier too.

Easy Integration with Social Media

Integrating a website with social media is essential in order to provide content about the physical therapy services you offer. You can do this by creating social media buttons that link to your social properties as well as easy shares on your web pages, blog, and videos.

Creating educational information on your site for social media sharing is important to alert your followers about services and specials you offer. The more detail you include in your content, the more apt it is that visitors will share. Just be sure the content you create for social media is information not found anywhere else. You want to get all the “juice” you can which will help with your search engine rankings.

Customizing Your Site for Mobile

Responsive design for mobile devices is more essential than ever for your physical therapy site. As more and more people use mobile devices to look up information (statistics indicate that approximately 35% of PT website viewers are using mobile devices now), your site needs to be optimized for mobile platforms as well.  If you aren’t sure if your current website is mobile optimized, we recommend you check it out here: https://search.google.com/test/mobile-friendly

15+ Years of Experience – We’ve Got You Covered

We’ll help make your site easy to use so those searching for you will find exactly what they need and fast. This means possibly restructuring the desktop version of your site, so the most essential information gets seen first.

Stand out and show prospective patients that you’re there to help. Contact us here at E-rehab.com, so we can create a unique website for your physical therapy practice.

Physical Therapy Marketing Online – The Total Online Presence

In this post, I would like to share with you a little bit about what a total online presence is. I describe these key components because these are the basic online technologies that new, existing, past patients and even referral sources will engage with.

So, what exactly is a total online presence for a physical therapy practice?

Number 1

You must check on page 1 of Google especially in the maps listings. Are you there? That’s step one of a total online presence. SEO or search engine optimization is the strategy that is required to rank your physical therapy website on page one of Google, Bing, and well, Yahoo. Yahoo doesn’t matter much anymore.

Number 2

you need to have a five star reputation so you convert people that are looking at you online in the patients. Having a 5-star reputation is a great way to differentiate yourself from the big-box companies, POPTS, and hospital systems.

Number 3

you need a great looking, fast, and responsive website that looks just as good on a desktop as it does a tablet and smartphones.

Number 4

you also need video. Video helps you build authority and trust and allows you to deliver the key message that you want patients to know. Video gives people confidence that you are more engaged in their needs too.

Number 5

you need an e-mail marketing system that will welcome patients, allow them to download their paperwork, thank them for choosing you, and send monthly newsletters that creates both goodwill and gets patients to come back to you next time they need care.

Number 6

you need to create social network properties like Facebook, Google+, Twitter, Pinterest, YouTube, Foursquare, and Instagram. Then you need content and a social media marketing platform to post your content on these social properties.

Number 7

you need to be advertising online. Pay-per-click advertising can be a great way to generate leads for your practice especially in niche markets like TMJ treatment, vestibular rehab, women’s health, and balance rehabilitation to name a few.

If you have questions give us a call at (760) 585-9097

3 Statistics to Know For Successful Physical Therapy Online Marketing To Baby Boomers

physical therapy online marketing

When it comes to physical therapy online marketing, reaching the right audience is the most important component to a successful strategy. For physical therapy offices and businesses, it makes perfect sense for your physical therapy online marketing strategy to target baby boomers. As baby boomers age, they face mobility-related accidents, chronic illnesses, and other health obstacles which require short or long-term physical therapy care. So how can you go about making sure that your services are reaching this demographic locally? Here are three key facts to know–thanks to Hubspot‘s informative article on the Baby Boomer generation–that will help you improve your online marketing strategy.

Fact: 82% of baby boomers are on at least 1 social networking site.

In addition, 15% of baby boomers are on Facebook and spend at least 11 hours on the site per week. This is important to note, especially when you work on your social media marketing.

To reach baby boomers on site like Facebook, make sure that you regularly update your social media sites with news and information related to physical therapy tips and reminders to help reach current and potential clients. For example, you can post infographics about the best stretches or routines to build strength after hip surgery, or develop a series of blog posts with photos that explain various equipment, medical terms, or conditions that baby boomers commonly face. Or, start a conversation asking people informally how they’re feeling after physical therapy. It can be helpful for patients to see others respond positively after 3 months of therapy, or provide insight into what helps. Providing helpful links, starting conversations, and more are all ways to help engage with baby boomer customers, who will see you posts when you are active and engaged on the same networks.

In addition, don’t forget that site like Facebook offer ratings and reviews, which can help baby boomers find trustworthy physical therapists. Developing your social media pages will help you maintain authenticity among this demographic.

Fact: 33% of all tablets are owned by people 50 years and over.

This is important information for understanding how important mobile-responsive and mobile-friendly your online marketing should, especially for baby boomers. According to the Venture Capital Review, baby boomers also own 23% of alliPads and 30% of all Kindle Fires, which can help you understand where they are looking at and reading information.

How does this fact help you adjust your strategy? For one, it reaffirms that your blog posts, tweets, Facebook updates, emails, and newsletters should be brief and graphically pleasing. These formats are best for mobile audiences who are skimming through information quickly. Having attention-grabbing newsletters that are concise and to-the-point has immediate

Fact: Only 5-10% of marketing is targeted to baby boomers, even though they lead as the largest group spending in all types of product and service categories.

This is also reflective in physical therapist marketing strategies: though baby boomers are more likely to need physical therapy, marketing exactly to their group is not always a priority. If you want to step ahead of competitors, you can develop a strategy that will improve your presence.

What would make your online presence more appealing and accessible? From your website appearance to your content, you can do many things that will encourage engagement from baby boomers. For example, photos on your website should reflect the demographics you serve, whether it’s older men and women, or younger athletes. Baby boomers are more inclined to use your services when you use photographs reflecting themselves. In addition, the overall website should also be clean-cut and professional, without any gimmicky colors and graphics that can distracting and unappealing. You might also want to add larger text than standard 12-point font for readability, and easy navigation with larger buttons or tabs to change pages, especially on a tablet.

Overall, these five facts will help you understand baby boomers, and allow you to develop an online marketing strategy that really targets their attention. For more facts, read the compiled list at Hubspot, and contact us to help you serve your demographics.

 

2 Easy Ways to Improve Your Physical Therapy Online Marketing Content

physical therapy online marketing

“Content is king” is a common, hard truth that marketing strategists rally behind when talking about physical therapy online marketing. Any good website builds quality content in order to improve its ranking and support its marketing strategy at an optimal level. But what actually makes content “king,” and how can you improve it? For one, it’s not about the quantity of content: even if you blog every day for a year, it won’t draw in visitors and patients if it doesn’t have the right content. With that said, we bring you these two easy-to-integrate tips for making sure your content is king:

1. Get into (Info)Graphics

People love visuals, whether it’s an infographic or a candid photo. Your physical therapy online marketing content becomes more valuable when there’s an attached graphic that draws people in. In addition, infographics in all their forms—photo lists, data visualizations, timelines, photo-filled posts and articles—make people more inclined to read through, share or become convinced by the content. As we have seen in our own physical therapy work and the science behind it, visuals and visualizing treatment can be an important component to healing and rehabilitation. Why not apply the importance of visuals to your physical therapy online marketing content?

If your blog or website doesn’t currently have many photos or graphics, it’s time to add them. To start with, add professional photos of your staff in action on your “About” or “Staff” pages. [pullquote1 align=”right” textColor=”#000000″]Your physical therapy office has a wealth of information that’s easy to transform into images or graphics; it’s just a matter of finding the right content and properly distributing it[/pullquote1] You can also create your own flow charts about common treatments performed at your clinic and publish them, or provide data charts to help patients visualize their healing process. You should realize that your physical therapy office has a wealth of information that’s easy to transform into images or graphics; it’s just a matter of finding the right content and properly distributing it. There are many different online tools that can help you create infographics, but hiring someone to add creative, unique and personal content will also go a long way in improving your website.

When posting any sort of  image, remember to provide descriptive metadata. This helps search engines properly “read” the image and allows it to pop up in searches.

2. Do Link Building the Right Way

You can think of link building in two ways: inbound and outbound. Link building in general can involve a long list of tactics, but at its most basic level, you should link relevant parts of your content back to other pages on your site. This is how to utilize inbound marketing, and some examples of how this works include the following:

  • Did you mention another office or location of your physical therapy practice? Link that phrase back to the location page on your website.
  • Did you refer to a post you made about a specific injury from last month? Link it so your readers can find it easily.
  • Did you mention your monthly physical therapy newsletter as a resource for special offers and tips? Link the sign up form for the newsletters in that sentence.

This type of inbound link building helps prioritize your message and site, and keeps people from navigating away from it. By providing the relevant links on the same page or blog post, you’ll improve the traffic of your website.

When it comes to outbound linking, you’ll want to make it easy to share and spread your content to others. Make sure that you’re automatically sharing your content on your social media profiles, or making it easy for people to share on various platforms directly from your website. For those with a budget, tools like Bitly are great for sharing shorter links that are optimized for social media and mobile users, and they also allow you see the analytics for each of those pages.

It’s also important to remember that there is a limit to link building: going overboard and providing a link to every phrase can actually penalize your site. This is especially true for websites that pay to generate links, as many analytics tools—like Google—will see it as spam and flag your website as a result. Therefore, it’s best to make sure that each of your links are relevant to the phrase used and distributed in a natural way.

We Can Offer Additional Physical Therapy Online Marketing Tips

[squeeze_box4]By focusing on these two strategies, you will easily boost the quality of your physical therapy online marketing content and present a much higher-quality and professional-looking website. If you still feel you could use some assistance with improving your online marketing, contact us today. We can offer additional tips or establish a specific strategy that addresses all important aspects of your website.[/squeeze_box4]

 

5 More Physical Therapy Online Marketing Terms Explained in Simple English

physical therapy online marketing

So, you’ve decide to start focusing on marketing your physical therapy practice online. You know you need to set up a website, a blog and social media pages. You now understand what search engine optimization (SEO) refers to and why it’s necessary to include keywords throughout your website, but there may still be some physical therapy online marketing terms that you don’t understand.

For instance, you may have heard the term web content, but don’t know exactly what that means. The same may be true for inline or outbound marketing, terms you know are important but don’t completely “get.” While you may not think that you need to know all these terms, it never hurts to have a basic comprehension of the ins and outs of physical therapy online marketing in order to better promote your practice. This is a field that’s likely to only grow in the future, so the more you understand it now, the better you’re going to be prepared for what’s ahead.

5 More Physical Therapy Online Marketing Terms Explained

With that said, we present you with 5 more physical therapy online marketing terms explained in simple English:

1. Web Content

Web content refers to all the components that make up a website. This includes the written words on the website, as well as all the images and videos, if any are present. Written content is most important and most likely to help you get found by patients, since search engines like Google and Bing only search through words and can’t do so with images. Good written content with lots of effective keywords is therefore all that’s necessary to initially attract visitors to your site. Once they get there, though, you should keep them engaged with good images, video, layout, and other attractive elements.

2. Content Marketing

The aim of content marketing is to draw more traffic to your website. As mentioned above, this is largely done by using good written content with a number of keywords embedded in it, preferably in a natural way. But you should also consider using good images for content marketing. Using images with people in them, striking images with lots of contrast and images that are strictly relevant to your subject matter can all help to keep your reader’s attention and keep them coming back to your website.

3. Listicle

What are you reading right now? You got it. This very blog is called a listicle, or a numbered list. In this case, the list reviews physical therapy online marketing terms, but listicles can be used for just about anything. For example, “5 Great Physical Therapists from History” or “7 Types of Cutting Edge Physical Therapy that Might Be Able to Help You” can both be used as attractive titles for listicles. The advantage of listicles is that people can skip over the things they already know and read only those that they are unfamiliar with.

4. Outbound Marketing

Traditional marketing is all outbound. It reaches out to the consumer and tries to sell a certain product or service. Consider the advertisements you see in magazines, on billboards and on TV. Did you ask for these advertisements to be shown to you? Of course not. In fact, you were given no choice in the matter, and yet at times they do catch your eye and you end up buying some of those products. In the online world, you may also see similar advertisements on websites fairly often, and sometimes you may receive emails that try to sell you certain products. These are all examples of outbound marketing.

5. Inbound Marketing

These days, people prefer to practice inbound marketing rather than outbound marketing. In inbound marketing, you’re not forcing the patient to look at your advertisements, but instead, you just wait until they reach out to you. How can you accomplish this? It could happen via word of mouth, on social media or in some other way. There are many ways in which a patient could hear about your physical therapy services, and any of these can cause them to look your practice up online. When they do this, you need to have a website, blog and social media pages ready to give them all the information they need. This state of readiness to serve a patient and provide them with information is referred to as inbound marketing.

[titled_box title=”We’re Here to Help Your Physical Therapy Online Marketing” bgColor=”#000000″ textColor=”#000000″]This blog is just the beginning, and improving your physical therapy online marketing campaign takes regular, focused effort. If it seems like too large a task for you to handle on your own, allow E-Rehab to step in and offer our assistance. Contact us today to ask about our services and how we can revamp your practice’s online marketing.[/titled_box]

 

Make Your Physical Therapy Website Local SEO Friendly

physical therapy website

The phrase “location, location, location” doesn’t only apply to real estate. When you design your physical therapy website, focusing on your location with search engine optimization (SEO) in mind is an absolute must, whether you have one location or multiple offices spread across the state.

The thing is, you can’t just have your physical address posted on your website and call it a day. There are multiple strategies that you should use to help you promote and improve your local SEO. By utilizing all of these practices, you’ll improve your reach across the Internet and among local searchers that are in need of your physical therapy services. Read on to find out how to make your physical therapy website more “SEO-friendly.”

Make Your Location a Prominent SEO Keyword

Your address or location should not be listed only in the header or footer of your website. Instead, you should focus on integrating it into your SEO strategy by putting it in key elements of your website. For instance, title headings for your webpages can be SEO-optimized instead of just giving them generic titles. Here’s an example: instead of using “Our Office” for your location page, optimize it with your location to “Our Brooklyn Office.” Other elements you can optimize include headings, titles, tags, image tags and other HTML and metadata descriptions. The more you use the name of your location throughout your website, the more optimized it will become.

Make Separate Local Pages for Each Location

If you have multiple offices, it’s important to provide separate pages that are dedicated specifically to these locations instead of just publishing content for multiple locations on the same page.[pullquote4 bgColor=”#ea8400″ textColor=”#000000″]Having multiple local pages not only helps people find the right location for their needs, but also improves your searchability across different places.[/pullquote4] Having multiple local pages not only helps people find the right location for their needs, but also improves your searchability across different places.

On each separate page, also be sure to include location-specific descriptions and content, instead of copying and pasting the same generic description or your mission statement. A good practice is to include local events you’ve sponsored in that area or describe the location in relation to special features or physical landmarks to make the description rich with local SEO.

The same should be done with other location listings: have separate pages on Google+, Yelp, Yellow Pages and other sites for each of your locations, too.

Attempt Address Accuracy Across All Map Listings

Search engines prefer consistency, especially when it comes to contact information like telephone numbers and addresses. To reach the most people, make sure that your practice is listed with the same contact information in every listing. For example, if your physical therapy office is located on “43 Main Street,” decide whether or not you will spell out “Street” or abbreviate it to “St.,” and stick to this designation throughout all uses of your address. The same goes for your practice name. The more consistent your name, number and address are, the more likely your website will be cited correctly and found.

Collect Reviews

Reviews are also an important part of building your practice’s local reputation. Besides adding testimonials to your website, you should also try to gather reviews for your local listings, such as your Google+ local page.

One of the best ways to get a Google+ review from your patients is to kindly request that they add a review before leaving your office. Set up a laptop or tablet that they can log into, and give them a few guidelines to help them write a short review. Not only does this give you a better spotlight in Google rankings, but they can also be helpful for you and your office. A great tool to use is Whitespark’s Review Generator, which will print out instructions for computer or smartphone use based on your office’s information.

Improving Your Local SEO Can Better Establish Your Physical Therapy Website

[highlight1 bgColor=”#000000″ textColor=”#3391ff”]Overall, improving the local SEO of your physical therapy website can make a big difference in your online efforts and significantly draw in new visitors that may become patients. By establishing your local SEO presence, your potential patients will be able to find you and your current patients can lend their own experience and recommendations to your practice. To get more help with your physical therapy website, contact us at E-Rehab today, and we can show you how to elevate your SEO to the next level.[/highlight1]

 

Physical Therapy Newsletters Can Help You Earn Loyal Patients

physical therapy newsletters

If you’re not already creating and distributing effective physical therapy newsletters, it’s high time that you start. Newsletters have the power to transform new and possibly reluctant patients into loyalists that support your physical therapy practice with their repeat business and spread the good word regarding their positive experiences with you.

Establish Your Expertise

Using newsletters, especially when they are coupled with a strong online presence, will make you look like an authoritative expert in the field of physical therapy. The more you build this sort of presence, the more patients will come to you to learn about the latest treatments and solutions to their physical problems.

[highlight4]Newsletters are one easiest and most effective ways to establish your expertise. [/highlight4]The average web user is bombarded with advertisements and white noise on a constant basis, but you can break away from this buzz by utilizing effective and engaging newsletters on your blog or website. Newsletters are not only a means to encourage patients to come back to your clinic, but they are also an opportunity to educate, inform and advise. Here are some tips to help you implement attractive physical therapy newsletters to keep your patients engaged:

Many Recipients Open Emails Because of Catchy Headlines

Emailing effective newsletters does not have to be complicated or obtrusive as a busy physical therapist. Action words, verbs, and catchy headline can bring about positive results. Try to incorporate these in each of your headlines and ask yourself if it sounds like an email you’d want to open if it arrived in your inbox. If the answer is “no,” you should change the headline to something more appealing.

It’s All in the Name

Email marketing agencies and software allows you to create highly-personalized emails with each patient’s name and information. Studies have shown that click-through rates are actually much higher when your patient’s name is in the subject line. This sort of lead generation is a powerful way to keep patients coming back in the long term, which is much easier to do than reeling in new patients. As a form of lead generation, email newsletters are a highly effective form of patient retention.

Newsletters Allow You to Segment and Maintain Relationships with Your Patients

Segmenting is the process of breaking up your subscribers into smaller subgroups, creating highly engaging newsletters with a relevant call to action. Email marketing agencies can help you build and create sign-up forms that allow you to monitor who signed up to your newsletters, which can effectively track their interests. You can use segmenting and specialized subgroups to create highly appealing emails pertaining to recent news, upcoming events or the impact that you have in the local community.

[pullquote2 textColor=”#000000″]You don’t want to be the type of business that reaches out to patients only in times of need; instead, you want to bet he omnipresent physical therapist that is willing to advise and is the go-to person for the latest in your medical community.[/pullquote2] As a physical therapist, your focus should always be on maintaining relationships and underlining the importance of physical health. You don’t want to be the type of business that reaches out to patients only in times of need; instead, you want to bet he omnipresent physical therapist that is willing to advise and is the go-to person for the latest in your medical community. The key is to providing email newsletters that are valuable and different than other written content. Newsletters should be unique and related but a separate identity from your blog and website.

Importance of Mobile-Optimized Email Physical Therapy Newsletters

The amount of emails opened on smartphones has jumped from 8% in 2011 to 53% in 2014, and that ratio increases every year. It’s important to consider the mobile friendliness of your newsletters. Email-responsive designs will future-proof the promotional aspect of your career. With only 19% of marketers utilizing a responsive email design, it’s integral that you utilize this sort of technology. Make sure to work with an agency that understands the importance of using mobile-friendly newsletters to distribute informative content.

[info_box]To learn more about how E-Rehab can jump-start your website SEO, physical therapy newsletters and social media marketing, contact us or follow us @erehab.[/info_box]

Three Tactics for Physical Therapy Online Marketing

physical therapy online marketing

Creating a comprehensive marketing strategy is easy when you have a big budget. But when you’re a small private practice and just getting started in the online space, you need a strategy that costs time, not money to boost your physical therapy online marketing.

By learning how to produce the right content and where to publish it, you can better position your practice on the search engine results pages, which will help you capture more web traffic.

Here are three physical therapy online marketing tactics that will catapult your web presence:

1. Link Build with Other Sites

Whenever a credible outside source links to one of your web pages, Google counts it as a vote of confidence for the content on that page. The more links to your website’s content, the more credible your website appears to Google, which subsequently leads to a higher search engine results page rank. [pullquote1 align=”left” textColor=”#000000″]The more links to your website’s content, the more credible your website appears to Google, which subsequently leads to a higher search engine results page rank [/pullquote1] But how do you get other sites to link to yours?

When you’re just getting started online, finding an audience can be difficult, especially when it’s as niche of a field as physical therapy. Luckily, you’re not the only one trying to build an online presence in this space. Start by contacting your service providers and business partners and ask for them to link to your site. Many businesses are happy to display work they’ve done for past clients on their website in order to attract new business. Linking to each others’ websites in this manner creates a great opportunity to link build.

Another way to build links is to search for any mentions of your practice that are not directly linked to your website. A quick email to the author of the post can score you another link back to your site.

2. Utilize Blog Writing

When you’re asking for links to your website from partners, you’re going to need something for them to link to. Hosting a blog on your website is a great solution for finding a place to publish more content. While this is definitely a time-consuming task, it’s actually quite vital to your overall physical therapy online marketing strategy.

Publishing more content to your website using a blog will help you capture some of that all-important search traffic. [pullquote1 align=”right” textColor=”#000000″]Publishing more content to your website using a blog will help you capture some of that all-important search traffic [/pullquote1] A good place to start blogging for a physical therapy clinic is to produce content that answers some of the most common questions your patients have about your practice. How-to blogs, reviews and top tip lists can answer those questions in a timeless fashion so they are always relevant to your readers.

Another way to leverage blogging as a tool to drive traffic to your website is to be a guest blogger for a blog that’s already established in the online space. If you’re an expert in the field of physical therapy, this can be a great opportunity to show what you know while also earning a link back to your website. In a similar way, you can ask someone else to guest blog on your site and promote it through their online channels.

3. Produce Engaging Content to Improve Your Physical Therapy Online Marketing

When you’re just starting out with your physical therapy online marketing strategy, you need to produce content that sets you apart from the rest of the crowd[pullquote1 align=”left” textColor=”#000000″]Focus your efforts on producing content that sets you apart from the rest of the crowd[/pullquote1]. One way to accomplish this is to publish certain pages that are more engaging to your audience than straightforward text posts.

Infographics, pictures and videos are great examples of engaging content, but they can be intimidating to make for new users. Lucky for you, creating engaging content doesn’t have to be difficult. Start by looking through your existing online content, specifically the evergreen posts that are always relevant. You can recycle those posts into more creative ways of displaying the same information.

[squeeze_box3]Learning how to market your practice online can be intimidating if you don’t have any experience in the field. For more information about how your clinic can benefit from physical therapy online marketing, contact us today, and we can help you every step of the way.[/squeeze_box3]