Each day I speak with a client or prospect that wants to generate more business from the web. They are overwhelmed, confused, have been burned and simply don’t know what to do.
It’s not surprising when you consider all of the possible forms of advertising communication as diagrammed here in The Conversation Prism:
Your head really starts to spin when you think of social media:
By Brian Solis and JESS3 (https://www.theconversationprism.com/) [CC BY 2.5], via Wikimedia Commons
Here are E-rehab’s Physical Therapy Online Marketing Recommendations
1. Make sure you have a great website – it’s one of the most trusted forms of advertising according to Nielson.
2. Make sure you have a mobile optimized website. 30% plus of your physical therapy website viewers are going to visit you on a smartphone.
3. Send out an email newsletter (examples here). It is the cheapest, fastest, and easiest way to welcome, communicate, and stay in touch with past patients.
4. Ratings and Reviews – online reviews are the second most trusted and actionable form of advertising according to Nielson.
5. Create videos about your practice, your expertise, about patient reviews, and patient testimonials. Here are examples of reputation videos at Terrapin Physical Therapy’s YouTube channel.
6. Use Facebook and Twitter to communicate social signals to the search engines and to demonstrate your expertise and credibility.
7. Create a blog and optimize the posts to rank for common conditions you treat like MBF Rehab has done.
Invest in the Hub & Spokes
[info_box]You can spend hours every week chasing after the latest tech that might generate new patients. Our advice is to stop the madness and create a solid online marketing platform that includes the seven components above. We call it the Hub & Spoke Model. Your website is your hub of online marketing and the other components are the spokes. Invest in these and you will build your brand and develop more business from community members that have a need for PT.[/info_box]
Reputation management for physical therapy is an important aspect of modern marketing and business practices. Your business reputation is important, and in the social age, people can say things about you anytime, anywhere and have a drastic impact on your business processes. The following reasons PT businesses need reputation management show the value of proactively engaging your online reputation.
- Knowledge – The first part of customer service is knowing what your customers are saying about you. At this stage, even the bad reviews are valuable to you. Knowledge about what people are saying gives you power to respond positively and turn negative customers into positives (if possible), increase word-of-mouth from positive customers, and address and fix systematic issues.
- Visibility – With changes to Google’s algorithm, website management is social management. For your SEO to perform, for your website to be seen, you have to manage your reputation on social media sites. From accurate information (have you checked your Google+ page recently?) to creating positive dialogue (when was the last time a customer got a personal Facebook response?), reputation management creates an online presence for your business.
- Manage Multiple Presences – Your business is PT. Marketing 25 years ago was simple: phone-book, physicians and hospitals, and a good location would be the primary methods of reaching your customers. With the internet, marketing has changed. You must maintain local listings on the 3 major search engines, create regular posts on Facebook and Twitter, create videos on YouTube, and do regular email updates.
- Track Customers – Many people just see reputation management as taking care of social media, but a good program will integrate with websites and internal databases to locate where customers are coming from, giving you control over advertising as well as managing your reputation.
- Videos – With increasing access to high-speed internet and 4G services growing in both service and technology (LTE), users are looking for full audio/visual communication from service providers. Good reputation management programs will not only set up a YouTube channel, but help you create and post videos to let people know about your business.
- Review Creation – When a customer has a great experience with your business, they will want to tell their friends on Facebook or Twitter about it. If you create surveys, online comment forms, email receipts and more with Facebook and Twitter links embedded in them, you bring customers’ friends to them with the click of a button.
- Technology Tracking – Reputation management experts know SEO, SEM and social marketing. It is their business. A good reputation management program works not only today, but with the changes down the road, too. Whether it is the increase in mobile technologies or changes to search algorithms, reputation management helps your PT business stay technologically relevant.
- Manage Physicians and Patients – Your PT reputation is affected by both patients and physicians who refer them. The best teams will understand that physician relationship management is entirely different than customer relationships, and give you tools to reach both groups and build your reputation.
- Website Maintenance – Now with mobile platforms and social networking, integrating all of these marketing platforms with your website is an essential part of a reputation management program. Physical therapy practice owners often times don’t have the knowledge and/or resources to stay on top of the constant changes that occur with online marketing. Therefore, it is important that you have someone you trust keeping an eye on this because it does impact your online reputation.
To find out more about reputation management, online PT services, and how to be found by the right people, please contact E-Rehab.