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.

Increase Visibility and Perform Market Research via Physical Therapy Social Media Marketing

social media marketing for physical therapists

It appears to be more useful on a personal level but physical therapy social media marketing can help greatly in increasing the visibility of your business.  By promoting interaction with your patients, it can also help you to perform market research.

The Aura of Authenticity About Facebook “Likes”

Since Facebook is largely an informal space, people feel free to comment on it, either positively or negatively.  And a positive Facebook comment counts for a lot more than an advertisement, because those who read it know that there was no coercion involved.  If someone “likes” a post, it’s generally because they genuinely like it, and not because they were paid to say so.  So there’s an aura of genuineness and authenticity about physical therapy references you might get via Facebook or Twitter.

Celebrity Endorsements vs. Reviews from Friends

The skeptics among us might point out that celebrities are often paid to endorse products or services online.  This is true but most of us are more likely to be swayed by what our Facebook friends tell us rather than what a celebrity might say.  This is because there are many similarities between us and our friends.  We perceive them as being at the same or only a slightly different level of attractiveness, economic class and intellectual understanding.  We pay more attention to their “likes” because they’re like us!

Coming up with a Social Media Marketing Plan

If you’re unconvinced about the role of social media marketing companies, keep in mind that you can come up with a social media marketing plan, as suggested by this Hootsuite article.  Depending on your business objectives, your social media marketing plan may include an evaluation of what your current social media accounts are doing for you, the creation of new accounts, the development of accounts you already have and the addition of new, relevant content.  Checking out what your competitors are up to can also help you to figure out where your business is going and how social media can help you to get there.

Interacting with Prospects via Social Media

Social media helps you to stay in touch with your audience.  It’s an interactive space from which you can learn what your patient prospects are looking for.  For example, if you put up an update regarding a new type of physical therapy you’re offering, it’s possible that you’ll get a number of positive or negative comments with regard to it.  Depending on what your patients are saying, you can decide whether you want to make any changes to your service.

Staying Alert to Figure Out The Tipping Point

If you stay alert on social media, you can also figure out which way the wind is blowing, before it actually gets there.  In his book, The Tipping Point, Malcolm Gladwell talks about Hush Puppies, a type of shoe that had slowly been declining in popularity.  The makers of Hush Puppies had almost decided to stop producing them when there was a sudden upswing in their sales.  Although the middle-aged, conservative demographic had stopped wearing them, they had suddenly become popular with hipsters.

Using Social Media for Market Research of “Niche” Services

What happened with Hush Puppies came as a surprise to many people.  But this is the kind of change that soon becomes noticeable via comments or likes on social media.  Although a number of people might feel the same way about a certain product or service, there might be undiscovered market segments/audiences that feel differently.  If it’s possible for your niche service to start appealing to a new demographic, social media is a great way to find this out first.  In this sense, social media is not just a marketing platform to increase sales; it’s also a great place to perform a bit of market research and change direction if need be.

Experiment with the marketing of niche services – sports performance, vestibular rehab, women’s health, tmj treatment, and more.  Run an ad, point the viewers to a page on your website about that niche service, give them something of value (this is called a lead magnet or a trust trigger product) in exchange for their name and email address, and see what happens.

Contact us for more great ideas to come up with your own social media marketing plan.

Physical Therapy Clinic Marketing: Using Social Media to Learn About Prospective Patients

physical therapy clinic marketing

If you haven’t already noticed, we’ve reached a point where the process of physical therapy clinic marketing now has to include social media, almost by default. While this should hopefully be clear to you, what it means may be a little different from what you might expect.

Why You Need Two Accounts in Physical Therapy Clinic Marketing

Many experts are now recommending that if you own a physical therapy practice, you should create two separate accounts. One is a personal account for yourself that connects to another account, which is designed specifically for your clinic. You can see the logic in this, even if places like LinkedIn consolidate both of these onto one page. [pullquote3 align=”right” textColor=”#000000″]Nurturing relationships online is a growing way to generate leads on social media so you have a more targeted audience for your later marketing content.[/pullquote3] Nevertheless, you give yourself an advantage by having a personal account because it’s there where you can start conversations with prospective patients. Nurturing relationships online is a growing way to generate leads on social media so you have a more targeted audience for your later marketing content.

But when you start conversations on places like Twitter, how do you approach talking to someone? Instead of trying to hard-sell your physical therapy practice, the best approach should be a more natural conversation that simply proves your expertise in the field of physical therapy. At the same time, you can use these social media conversations as a way to create a patient persona so you understand what they’re looking for in doctors providing the best physical therapy techniques.

Where Should You Start Your Social Media Conversations?

Conversations can take place on any social media platform, though Twitter is one of the best places to search for discussions and join in. Through a simple hashtag search, you can find conversations underway related to physical therapy.

Because Twitter has discussions underway about virtually everything, you likely won’t have trouble finding numerous people discussing physical therapy issues. When you join in on a conversation, make it a natural progression without mentioning how you’re a physical therapist or own a clinic. Any hint that you’re trying to sell yourself could risk you being blocked.

This is why it’s important to write a compelling Twitter bio so those who click on your profile can see that you already have credibility. As you start a conversation, you can start to learn some things about the type of patients you want to connect with. Here’s some things to find out about prospective patients so you can further target your marketing toward them.

What You Can Determine from General Information

Once you become friends with the above people on Twitter, they’ll start following you. Don’t let the conversations end, though, because you’ll be surprised at how much you’ll get to know about them as you continue talking with one another.

You’ll want to know a few things outside of general points like their age and what they do for a living. Here are some areas to focus on:

1. Pain Points

Finding out the pain points of a prospective patient is essential because you determine exactly what kind of physical pain they’re experiencing and how you can help solve it. Once you get to know your followers, you can find out what kind of physical pain they’re having and how it affects them during their work day.

2. Is Pain Stopping Them from Reaching a Goal?

As an adjunct to pain points, is the physical pain in any person above preventing them from accomplishing something? Find out what that pain is, because your marketing content can hone in on this to prove your techniques. You can do this later by showing past examples of solving pain problems so patients could function physically again in their careers.

3. What They Expect from Physical Therapy

Try to find out what physical therapy techniques these prospective patients are looking for in particular. Can they wrap their busy schedules around yours? Finding out what they expect can help you tweak things further in your physical therapy clinic marketing content so you attract like-minded people to your social media accounts without seeking them first.

[info_box]If this is a new pursuit for you and your practice, it may sound a bit daunting at first. This response is normal, but that’s exactly where we can come in to help. Contact E-Rehab once you’re ready to take control of your physical therapy clinic marketing, so we can assist you by finding unique social media marketing tactics for your physical therapy practice.[/info_box]

Why You Need a Blog to Improve Your Physical Therapy Reputation Marketing

physical therapy reputation marketing

Are you struggling to create a successful physical therapy reputation marketing approach? If so, you should strongly consider writing blogs if you’re not already doing so. Although blogs are often treated like an afterthought by many businesses, they can be a powerful tool for boosting the reputation of your physical therapy practice.

Why You Should Blog to Improve Your Physical Therapy Reputation Marketing

Business owners often neglect the importance of a blog when it comes to reputation marketing, but that is a huge mistake: [highlight4]blogs are actually one of the most effective ways to spread your brand and reach a potential audience.[/highlight4]

This is even true of a physical therapist like you: a well-written, fun, and informative blog can provide your patients with information about common physical problems, easy self-fixes, unique personal stories, and treatment angles they would have never considered otherwise.

Build Your Authority

By way of illustration, marketing expert Steve Olenski of Forbes magazine delved deeply into the world of blog-based marketing and found that it offered a unique approach to the following: content strategy; demographic marketing, and authority building.

The latter point is especially important: if you come across like a true expert on physical therapy (by offering well-researched and engaging blog content), your reputation will grow by leaps and bounds.[blockquote align=”center”]Blogging also offers a unique way for your patients to interact with you via the comment section found in most high-quality blogs. Here, they can praise your blog content and your services, which will create a positive feedback loop that will continually enhance your reputation for years to come.[/blockquote]

Even if they come to your blog to complain, you can still turn that into an advantage by directly addressing their concerns and soothe their fears by offering a free examination. You will come away looking humble and willing to fix your mistakes: a major reputation boost.

Researching Blog Topics

Consistently updating a worthwhile blog requires finding topics you want to write about. That’s actually much trickier than it seems, especially as a physical therapy expert, since you already have an extremely extensive understanding of the subject matter. On the other hand, the audience of your website doesn’t have this same understanding, and figuring out what they’d like to learn about can be a struggle.

In this circumstance, it’s best to step back and think about an industry or service which you know little about, such as auto repair, and consider what confuses you about it. Then, you should brainstorm similar topics for your blog, such as:

  • Common injuries or painful conditions
  • Relevant treatments used to address these issues
  • Other techniques and services you may use during treatment
  • How long each treatment session takes, and how many sessions may be needed for certain injuries

Next, try to center each of your blogs around these ideas, such as ACL tear rehabilitation, to create a plethora of possible blog topics. If you get stuck trying to find a good topic, use a tool like Google AdWords to pinpoint commonly searched keywords that are relevant to physical therapy.

For example, keywords and phrases like “torn ACL” and “did I break my ankle?” commonly show up in Google searches. Pitch your blog around these keywords, adding a unique twist, such as “home remedies for a broken toe,” and you have a potential blog topic.

Always Utilize a Reputable “Author” for All Content

Creating a blog without a reputable author is one of the biggest ways you can destroy the effectiveness of your physical therapy reputation marketing. Don’t farm it out to just anyone: either write the blog yourself, find a skilled intern willing to do it for some extra cash, or find reputable physical therapists willing to occasionally guest blog for you.

Focusing your blog on truly informative and knowledgeable writers creates a sense of “author authority” that will make your blog stand out in an over-saturated market. People will immediately trust what you have to say and, as a result, your blog—and your reputation—will grow exponentially.

[squeeze_box5]By now, it should be apparent that you simply can’t avoid setting up a blog for your physical therapy practice. The boost to your reputation will be too immense for you to ignore. However, if you’re still struggling to set up a good blog or come up with a great reputation marketing strategy, please don’t hesitate to contact us at E-Rehab right away. Our physical therapy reputation marketing experts will help fine-tune your marketing approach, help you design an eye-catching and memorable blog, and get you on the road to success. After that, the hard work of keeping up with your blog should be a heck of a lot easier.[/squeeze_box5]

Local Physical Therapy Social Media Marketing 101

physical therapy social media marketing

You’re already a talented and invested physical therapist. You’ve probably got a steady stream of patients who trust you and are seeing results. What’s next? How can you grow your client base and keep your patients healthy, even after their sessions are wrapped up?  We suggest physical therapy social media marketing.

You don’t need to be a trained marketing professional to develop your online community. In fact, sometimes that authentic novice approach can help your business stand out among all the cookie cutter stick-to-the-book traditional tactics. So, in between sessions, give a few of these channels a try.

Pinterest

If you’re not on Pinterest already and think it’s just for crafters and bakers, it’s time to get reacquainted. Pinterest was the fastest growing social network over the past year, and it has qualities that you won’t quite find on Facebook. “At their core, the difference between Pinterest and other social networks is why people use it,” Kevin Roose explains, “— to plan for the future, rather than exhuming the past or analyzing the present.” On Pinterest, health-and-recovery-minded users, like your patients, plan for the future by pinning wellness tips, healthy recipes, and inspirational quotes. “Pinning says ‘I want this.’ It’s aspirational.”

Your physical therapy practice can be a hub for such holistic aspirations. Of course you’ll have boards dedicated to PT-specific topics (i.e. Knee Pain, Spine Rehab, Shoulder Problems, etc.) and other subjects that would be a perfect fit for Pinterest‘s “Health & Fitness” category, but you should also tap into the most popular categories like “Food & Drink.” For example, you could pin anti-inflammatory foods, therapeutic teas, protein-rich smoothies, and so on. Latch on to another popular category, “Women’s Fashion,” by pinning workout gear that your active or working-to-become active clients would be interested in. Think beyond the walls of your practice and consider the entire lifestyle of a person on the road to wellness. The topic“Physical Therapy” has 1.78 thousand followers; start showing a few of them why your PT brand is worth following.

Blog

Don’t freak out just yet—you don’t need to write a novel or post every day to have a quality blog for your practice. You also don’t need to be a tech wiz. With platforms like WordPress, Blogger, and Tumblr (the second fastest growing social network over the past year), it takes minutes to set up a blog and begin participating in one of the biggest trends in marketing: content marketing. Content marketing is an approach which focuses on creating and distributing relevant and valuable content to attract and engage with an audience. Blog posts are an excellent vehicle for such content, whose keyword-rich format can also help your business by improving your search engine optimization.

Okay, enough jargon. Think about what your client base would find compelling, informative, and shareable. You could write a 300-word piece about five ways to improve shoulder mobility. You could invite a guest blogger (i.e. a patient) to share how PT has changed her life. You could ask your chef neighbor to type up her favorite smoothie recipe and share a few tips on healthy eating. Compile a list of your top ten favorite outdoor activities in your city. Host a giveaway, like a free resistance band, for a randomly selected commenter. Are your own ideas flowing yet?

Facebook & Twitter

You have a Facebook Page, right? Maybe a Twitter profile, too (if not, we can set these up for you)?  These platforms are easy to get started on and are an effective way to build and engage with your online community. Like with other digital tools, it comes down to sharing high-quality, relevant content and interacting with your audience in a meaningful, authentic way. Since Facebook and Twitter are typically more well-known than the other channels we’ve mentioned, we won’t go too in-depth on the mechanics, but do know that having an active presence on these sites is becoming more of an expectation than a bonus for businesses. If a patient is in a work meeting and has a quick question (“Is the office cancelled today because of the snow?”), they’re probably going to pop on over to your (hopefully existent and active) Facebook Page or Twitter profile for real-time, up-to-date info. Trying to build up a collection of testimonials? Encouraging people to review you on Facebook is a great way to do so. You can then take these positive reviews and highlight them on your other channels, perhaps after turning the quotes into mini works of art with some free, easy design programs (i.e. Canva).

Practice patience

Be patient with yourself as you experiment with what works for your audience. You may be surprised by what resonates (or doesn’t), and just as your practice was built brick by brick, it will take time to develop your online community. Trust that the new growth you’re cultivating online will circle back to a more enriching experience at your clinic, for you and your clients.

How We Can Help

[note_box]E-rehab.com publishes regular, fresh, and engaging content for its members.  From videos to memes, we provide a variety of content to compliment your social media marketing strategy.  Contact us us to learn more about how we can help you with your social media marketing.[/note_box]

A Simple Physical Therapy Social Media Marketing Strategy

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.

Stay Active

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]