Physical Therapy Content Marketing – Creating a Budget

For most physical therapists, their expertise in having a successful practice is not linked to their personal knowledge of business or physical therapy content marketing.  It comes from their passion to deliver solutions to their patient’s physical needs.  Clinic owners have invested years into their physical therapy education, and it is this knowledge, patient care, and exceptional customer service that will ultimately set them apart from all other competitors.

The question is how will your community know you are the best?  Regardless of how special you make your patients feel when coming to your clinic, you need to get the word out. This is where as a business owner you need to grasp the reality that you must have a PT content strategy. Here are some tips on what you will need to plan for your marketing budget, which ultimately will determine your marketing plan.

Defining your available funds

Setting your sites on a specific dollar amount is unfamiliar territory for most owners, about ⅓ of small business owners have no idea how much they are spending on content marketing.  Knowledge is power though, and if you can keep to a focused marketing budget and plan, you will be able to track your progress and execute on necessary changes as you see what works and what does not. Practice owners want to spend enough to compete in the local market, but not so much that they become financially over extended.  There are a few must haves and a few should haves in today’s marketing budget; how you decide to fulfill these needs will help you set your budget.

#1 Must Have… a physiotherapy content marketing creative writer and editor.  

Whether you hire an outside source or delegate the duties to an in-house employee, their time spent on creating content will be portioned into your budget.  

For in-house employees, including yourself, the time spent compared with salary/wage should be factored into your expenses.  If you should decide to hire an agency for creative content, keep in mind that their expenses will cover more than just intellectual property, it will also include their taxes and overhead.  

#2 must have… a graphic designer that understands physical rehab content marketing

Content is the wording created by your writer.  How you envision the delivery is decided upon conversations you have with your graphic designer.  Premium content is packaged nicely with eye candy surrounding it. Pictures, logos, color schemes all play an important part in capturing the attention of your future patient.  This allocation of budget can also be fulfilled by an in-house employee or outsourced to an agency for a higher level of customization.

#3 Must Have…. A Physical Therapy Content Publisher

Without someone to push all your content out to online sources, all your efforts won’t do you much good.  According to eMarketer, 84% of all businesses will use digital content marketing in 2018.  Content publishing can again be managed by an in-house employee, but keep in mind the hours spent per week to keep your social media sites lively and your emails, blogs, and newsletters interesting should be taken seriously, and considered to be a part of your employees job description.  The time spent compared to wages/salary should again be taken into account, and not thought of as something to only do during down time.

#4 Should Have…. Content Promotion Expenses.  

The greater your budget, the wider net you can cast.  Your content audience is heavily determined by how easy your potential patients can find you online.  In this case, a set amount should be determined for paid social media presence and retargeting ads. On average you can figure approximately $1000 should be allocated to this need with ¾ of that budget geared for social promotion and ¼ for retargeting ads.  

#5 Must Have…. A Marketing Strategy Manager.  

Your marketing plan needs to be thought out, so that every bit of content hits an intentional target.  Unstructured content will not define your practice or deliver a deliberate message that you are the best in your community.  You will need someone to create and calendar out the messages you want to deliver through the year. Start with an overall theme for a period of time like 6 months.  Make it simple.  For example, the them could be “natural care.”  Then take one month at a time with a specific goal. For example:

  • January could focus on how your physical therapy practice provides natural care for the KNEE. 
  • February covers the area of neck pain, and so on.
  • March might be about the natural care of physical therapy compared to medications.

Each month gives you the opportunity to prove your expertise in the focused area, showing your patients you are the leader in your industry. Your marketing budget will determine how much attention you can allocate to this focus, but even on the slimist of budgets do not underestimate the importance of creating a plan.  

physical therapy content marketing

So how much will this cost me?

It is truly difficult to establish what the industry standards for physical therapy marketing content will cost you.  There are so many variables for each practice, and how much that practice can afford to delegate. Here are two working budgets that may give you an estimate of what you can expect. 

The Bare Bones Budget- $500 per month, plus 20 hours of employee time.

  • 15 hours of your time dedicated to content development, planning and writing
  • 5 hours of content management for social media and emails.
  • $200 for tools such as graphic design software, email manager, SEO measurement, and other content publishing/management tools.
  • $800 for paid content promotion for paid social media and $200 for retargeting ads.

The Cutting Edge Budget-$2000. Per month but read below to learn more about how E-rehab.com can help.

  • $1000. For an agency enlisted for content development, planning and writing, or the option of a full time paid employee to be your marketing director.  
  • $200 for necessary software tools
  • $800. For paid content promotions and $200 for retargeting ads

A few last thoughts to consider when planning your content marketing budget

It is often hard to spend money on things we cannot physically touch. In a way it’s like buying new pipes for your house.  You know they are there and provide security from old busted pipes, but you don’t really see them and you certainly can’t drive it around like a new car. Your reward for following a well thought out marketing budget and plan, will be in the return of investment (ROI). Your practice will benefit with new patients being able to find you.  

Keep in mind that every community has its own unique needs and characteristics, by understanding what your potential patients are looking for will help you financially plan with purpose.  Be flexible and monitor your different campaigns, knowing what worked and what did not is vital to moving ahead. Modify the marketing campaign calendar to include more of what works, and drop ideas of what did not work.  The decision of how to implement your content marketing budget with either in house talent, hiring an agency, or a combination of the two sources is entirely up to you. Just be honest of what you or your staff is truly capable of producing with both talent and time.  

Why You Don’t Have to Spend $2000/mo in Content Marketing

E-rehab.com has spent that last 15 years providing physical therapy private practices with content marketing strategies.  Since we know online marketing and content marketing as well as anyone in the private practice space, this translates into cost savings for you.

We can provide you with the following:

  • Custom blog posts
  • News stories
  • Promotional videos
  • 20+ social media posts
  • and more.

For a fraction of the cost needed to hire an agency that doesn’t know or specialize in the physical therapy private practice market, E-rehab.com has you covered.

We encourage you to contact us at (760) 585-9097 or email me at dave@e-rehab.com .

 

Physical Therapy Blogging: 3 Steps to follow, when writing catchy headlines.

Your headline is quite possibly the most important feature of your blog post.  It is your first impression and you only have seconds to capture your reader’s attention, sell them on your idea, and steer them towards your site.

Keep in mind how much information you are competing with.  If your headline is long winded and uninteresting, the impression given is your article will be too.  A high producing headline should achieve the following criteria:

• A tickler of information of what’s to come that piques the interests of your reader .
• An expectation of what they will gain by reading on.
• Full story disclosure in as few words as possible.

Here are 3 steps you can follow to achieve writing a headline that drives results.

1. Trim the Fat.
Re-read your article and summarize your main point.  What purpose does your information serve to the reader?  Once you have narrowed it down to the central topic, add in a couple of subpoints with evidence to support your idea.

Look at what you have written and continue to streamline your main idea into just a few sentences.   From there, continue to trim down to a sentence with no more than 10 words. This is when you really need to communicate to your potential reader that your blog is worth investing their time in, and what they will gain by reading more.

When trying to find the perfect pitch for your blog headline, our multitasking brain can take us off course.  By using this exercise of rewriting the main point from a paragraph then hoaning it down from a few sentences to just a few words, your headline will be focused on the objective of the getting your reader to “dig into your content”.

2. Learn from the Experts.
Marketing experts have done the studies and crunched the information;  it’s been proven there are trigger phrases that catch our attention. These words are known to help the reader make a connection to the blog.  This connection can stir an emotion or insight curiosity making the reader want to dive in and find out more.

Here are some examples of catch phrases and how they work.

“Will make you”  This phrase when used draws a direct connection to what the blog subject is about and why the reader needs to read it.
Example:
5 core strengthening exercises that will make you have less pain.  The reader can expect the blog will show exercises, that will take away pain.  exercises= less pain.

“What happened next”  when this phrase is used it evokes the reader’s curiosity.

Example: What happened next when this patient did these 5 exercises will surprise you.  The reader is interested in how exercising can affect the body and wants to learn the unexpected answer.

“Talking about”, plays on our need to feel connected to what other people know.  We don’t want to miss out on the latest news. FOMO or fear of missing out describes this emotion we can evoke with a good headline.

Example: Patients of physical therapy are talking about the latest drug free method of pain treatment.  Plays on the importance of being in the know of the latest information, making the reader feel more knowledgeable than others.

“Tears of Joy”  plays on the emotions of the reader.  This sort of phrase is usually attached to a picture or video which aids in capturing our attention.

Example: This patient had tears of joy when he was able to walk his daughter down the aisle.

You can learn more useful phrases at https://buzzsumo.com/blog/most-shared-headlines-study/

3. Know How Your Headline is Going to be Formatted/Viewed on Different Social Media

Know how your blog is being distributed and the techniques required for different modes of distribution (i.e. ranking on search engines vs. getting a click to your blog from a Facebook post vs. getting a click on Twitter to your blog post).

Writing for the Search Engines
Writing for the search engines and optimizing your blog posts to be found on Google or Bing requires additional work as compared to simply writing an awesome, highly converting headline for Facebook.

Keywords in your blog headline will help your article be found on the Internet.  Humans fall for the catchy phrases that help us personally connect to the blog, but computers are machines. It’s important to include your keywords you want to rank for in your headline of your post if you want the post to have any chance of ranking in the search engines.

Writing a Headline on Facebook to get a Click to Your Blog Post
The trick here is to combine step one of providing the nuts and bolts of your blog with step 2. including an enticing hook.  Of course you have to be respectful of character limits which vary based on the type of ad you are running. https://www.facebook.com/business/ads-guide/

In general though you want to stick to the formula as described above:

A combination of descriptive + sensational = increase click through rate

Writing for Twitter
Your objective here is different.  You have 140 characters (less if you include a link) to get a click.  It’s as if Tweets make up the entire headline. 140 characters gives you plenty of space to write a longer headline but again, but keep your objective in mind…it’s to get a click from the tweet to your blog post.

Test if Possible

Regardless of the type of headline you are writing, it’s always a good idea to compare one headline to another. By creating at minimum two headlines with descriptive + sensational information, and measuring the number of clicks or visitors to your blog post, you can see which combination works the best.

The trick is to see if version A works better with your audience, versus version B.  Find out if your readers are more interested in knowing what new knowledge they will learn versus the feel good emotional pull.

We hope these tips on how to write good headlines will help you get your physical therapy blogging message read by your community.  You have great value to offer.  Putting that information in a blog and enticing more to read it with a great headline can help you build authority in your community.

If you need any help with your blogging, we have a number of services that can be of assistance to you.  Just contact us if you have any questions.

Happy Blogging!

Physical Therapy Blogging – E-rehab in the Top 50

We are honored to be recognized as one of the Top 50 physical therapy blogs by Feedspot.com .

 

I thought this would be a good time to talk a bit about physical therapy blogging.

I see a lot of PT blogs and most of them die a rapid death.

The owner/practice marketer realizes that it takes a lot of time to create quality blogs post on a regular basis.

Others that blog on an ongoing basis don’t seem to have the strategy of “blogging with purpose”.

Blogging with purpose means creating blog post that are:

  1. full of quality information that visitors to a PT website might find useful,
  2. original content that isn’t copied from some other website or a graphic someone grabbed from Pinterest,
  3. representative of the services you provide (no point in blogging about personal training if you don’t do it),
  4. optimized for the search engines.
  5. good content to be shared on your social media properties

Too many times I see blog posts that aren’t original, don’t have the target audience in mind, and simply wouldn’t be of interest to physical therapy patients.

Ask Yourself These Questions…

When marketing, Dan Kennedy says you need to fulfill three requirements: market, message, media and they must match.

There are three main keys to your success in Magnetic Marketing.

  • Message: Without the right message, you are going to be in trouble. Most people do not have a well-crafted message…
  • Market: The second thing is making sure you are actually marketing to the right people..
  • Media: The third piece of the triangle is media. You need to have the right message and it has to be delivered to the right market via the right media.

Think of it as a triangle with message, media and market at each corner. All three of these must be working together synergistically for you to get the greatest impact that you can from your marketing  

Reference: https://dankennedy.com/images/PDF/MagneticMarketing_FR.pdf

Summarizing the Concepts of Physical Therapy Blogging

  1. Make sure you are writing for a specific audience that can use your PT services.
  2. Make sure you message is value-packed and entices people to take the next step in your funnel.
  3. Make sure you are using the right media…blogging can be the right media to use especially if your posts rank on the search engines.

[note_box]NOTE: a good example of a blog post that you might want to write is a post with the title: Lower Back Pain Treatment in *Your City*.  If this post ranks on Google, then people that are looking for lower back pain treatment in your area just might read it and take the next step, i.e. call you.[/note_box]

Looking for someone to blog with purpose for your practice?  Give us a call at (760) 585-9097.

Responsive Physical Therapy Website Designs from E-rehab

responsive physical therapy website designs

E-rehab.com is proud to announce its new offering – fully responsive physical therapy website designs.

Physical Therapy Websites for All Screen Sizes

What is a responsive website design?  Smashing Magazine defines it as follows:

“Responsive Web design is the approach that suggests that design and development should respond to the user’s behavior and environment based on screen size, platform and orientation. The practice consists of a mix of flexible grids and layouts, images and an intelligent use of CSS media.”
Reference: https://www.smashingmagazine.com/2011/01/guidelines-for-responsive-web-design/

For Smartphones

A responsive website is one that automatically responds to the size of the device that is requesting it.  In other words, if a smartphone user visits an E-rehab responsive website, it will be sized and optimized for an exceptional experience on that user’s smartphone.

Unlike other mobile optimized websites, E-rehab applies Quick Access Technology to site designs and development.  This allow patients to quickly find the links and actions they are interested in like:

  • Click to Call,
  • Map a Practice Location,
  • Social Media functions, Quick Appointment Request,
  • and more.

For Tablet & iPad Users

If a tablet or iPad user visits an E-rehab responsive website, the website will automatically resize and reformat itself for an exceptional user experience on the tablet.

 

For Desktop Computer Users

Likewise, if a desktop computer user visits the web address of an E-rehab website, the desktop version is displayed.

An E-rehab responsive website provides prospective and current patients with the best user experience thereby increasing the likelihood that the visitor will pick up the phone and call the practice or submit a digital appointment request through our specialized and secure appointment request system (no other provider offers this at our price point).

The Latest in Web Design and Development Technology at an Affordable Price for Any Physical Therapy Practice

To learn more about how we can help you out, give us a call at (760) 585-9097.

What Sets Us Apart from the Rest?
Almost 15 Years of Experience, PT Owned, and We Do All the Work for You so You Can Treat Your Patients and Run Your Practice!

Video Marketing – It’s Within Reach of All Physical Therapy Private Practices

This is a short post but I wanted to share a few ways that physical therapists can leverage video:

Reputation Videos – create a video to feature the five-star service that you provide at your practice.

Expert Interviews – share what makes you different from your competition, in a video.

Patient Video Testimonials – written ratings and reviews are powerful, but patient video testimonials are also useful and authentic.

Video is easy, affordable, and a great way to get the message out to your community.

If you have questions, don’t hesitate to email me at dave@e-rehab.com or give us a call at 800-468-5161.

How to Add Your Physical Therapy Practice to Apple Maps

There are a number of different ways to increase the visibility of your physical therapy practice throughout the Internet, and one of the most effective moves you can make is to have it listed on various navigation sites like Apple Maps Connect. Adding your practice to Apple Maps and other sites will make it easier for prospective patients to locate you in their area and find information regarding your services that can lead them to becoming a new patient.

Here’s a step-by-step guide to adding your physical therapy practice to Apple Maps Connect:

1. Perform a Google Search for ‘Maps Connect’ 

a

Using the Google search feature, type in the term “Maps Connect,” hit enter, then click on the first search result: https://mapsconnect.apple.com/.

2. Enter Your Apple ID and Password

b

Enter your Apple ID and password in each of the designated tabs and hit enter. If you don’t have an Apple ID, click below where it says “Create one.” You will then be taken to another page to create a free Apple ID, which is a brief process that only requires some basic information like your name, birthdate and creating a few security questions.

3. Click ‘Add My Business’ 

c

After you’ve entered your Apple ID or created a new one, the next page will prompt you to begin the process of adding your practice.  To start, click where it says “Add My Business.”

4. Agree to the Terms of Use

d

Before adding your practice, you’ll need to agree to Apple’s Terms of Use. Read through the terms, tick the box that reads “I have read and agree to these terms of use,” and click “Agree.”

5. Search to See if Your Practice Has Already Been Added

e

There’s a chance your practice may have already been added to Apple Maps. To see if it’s been added yet, enter the name and location of your practice and then click “Search.”

6. Select Your Practice (If it’s Found)

f

If your practice appears in the search results, click on the business name to be prompted to the next page.

7. Claim Your Practice

g

On the next page, click “Claim This Business” on the upper right hand of the page.

8. Add Your Practice (If it’s Not Found)

p

If your practice doesn’t show up in the search results, click “Add New Business” on this page.

9. Enter Details for Your Practice

h

The next page will have you enter some details about yourself and your physical therapy practice. If your practice was already added, there may be some details entered in to begin with. If not, you will have to enter all of these details yourself.

10. Confirm Your Address

i

Apple Maps will search for the address you entered and ask you to confirm it if so that it matches the specific coordinates on their map. Click “Use Address” for the most accurate address for your practice.

11. Verify Your Phone Number

j

After you enter your primary business phone number, Apple Maps will need to send a PIN code to that number. When you’re ready, click “Call Me Now,” and they will call the designated phone number with the appropriate PIN code. Enter this code when prompted.

12. Confirm Your Business Location

k

Using a satellite image of the area surrounding your practice, drag the red pin to your building and drop it closest to the door that patients should use to enter. Once it’s dropped on the proper location, click “Continue.”

13. Enter Your Business Hours

l

Confirm the days and hours your practice is regularly open each week. When you’ve completed this section, click “Continue.”

14. Add More Details 

m

The next page will ask you to enter additional details about your practice. If you have a website, Facebook page, Yelp page or any other sites connected to your practice, enter the appropriate websites here. When finished, click “Continue.”

15. Submit Your Profile

n

Once you have successfully and accurately entered all of your information onto Apple Maps, click “Submit Now.”

16. You’ve Got a Apple Maps Listing!

o

That’s it! Once you submit your listing to Apple Maps, it will be automatically added to the site. Patients will now have an even easier time finding your practice when performing a search in their local area.

[titled_box title=”Contact Us for Additional Guidance”]If you have any additional questions on the process of adding your practice to Apple Maps Connect or would like some other help with your website, E-Rehab is here to help. Contact us today to see what we can do improve your web presence and ensure that you’re getting the most out of all your online efforts[/titled_box]

Use Uplifting, Effective Images and Content for Physical Therapy Website Development

physical therapy website development

Physical therapy website development can be a delicate affair. You want your website to come across as positive and you want to create the idea of healing, but you don’t want to give to much attention to physical pain. This is why you have to walk a fine line between acknowledging the issues that lead people into physical therapy and encouraging them to get well. You can use content and images to create the kind of website that will attract patients and encourage them to utilize your services. Below are a few tips to help you improve your physical therapy website development:

Images

In general, images are very important to a website because they can make an indelible first impression on your visitors. Once a viewer has developed a certain first impression, it will become difficult to change, and this is why you need to make sure that you’re use the right images throughout your entire site. Here are a few examples that you can use to guide your decisions when it comes deciding on images to use:

  • Images of Physical Therapists: It’s always a good idea to take photos of the physical therapists and other staff members and upload them to your website. These can make a great impression and give a personalized window to your practice, especially if the therapists look professional and friendly in the photos.
  • Images of Patients and Therapists Together: When it comes to selecting these photos, try to use shots of people who have difficulty moving, but make it look like they’re enjoying the process of physical therapy and not in much pain. As long as your photos contain pictures of smiling people and people who look like they’re being healed, you’ll be more likely to attract new patients.
  • Images of Real People: You also need to make sure that your photos don’t look artificial. Sometimes, instead of using real physical therapists and real patients, people use models from stock photos instead because they look more attractive. Unfortunately, photos like this are likely to come across as artificial and posed, and very few people will be able to identify with them. So do your best to use images of real people instead.
  • Diversity in Images: Another thing you could do is make sure that you involve a certain degree of diversity in your images. All different types of individuals require physical therapy, and this means people of all races, ages and social statuses. You should therefore make sure to use images of as many different types of people as possible, so that everyone who comes to the website will be able to identify with the images they see.

Content

The first thing that people will see when they come to your website is your images, but once they’ve glanced through a few of these, they’re also going to read your content—hopefully. So it’s important to make sure you use content that’s both uplifting and informative when making decisions in your physical therapy website development.

Avoid Jargon

In order to appeal to all of your visitors, you need to make sure that your content is written simply. When it comes to medical fields like physical therapy, there’s a temptation to use lots of jargon, which ordinary people generally don’t understand. Of course in some cases, it might be necessary to use jargon, but you should try to avoid it as much as possible. In cases where you feel you must use it, it’s imperative that you try to explain what each means in simple English so that viewers don’t get confused by it.

Write in an Encouraging Way

Try to give your content an uplifting and encouraging tone so that prospective patients get the idea that they’re going to benefit by coming to your practice. You can use statistics, post positive feedback from previous patients and walk new patients through the process of having their first physical therapy sessions on your website. Try to simplify everything as much as possible so that they don’t feel overwhelmed by what they’re setting out to do. Physical therapy can sometimes be a painful and frustrating process, but you want to give your patients the assurance that you’ll be there to help them every step of the way.

We’re Experts at Physical Therapy Website Development

[highlight2 textColor=”#000000″]Still having trouble deciding what to post on your website? Well, that’s where we come in. At E-Rehab, we’re experts at all aspects of physical therapy website development, and we can help you develop a strategy that will have your website looking and performing better than ever. Contact us today to find out what we can do for you and your practice.[/highlight2]

 

I’m Kind of Fed Up with Something

physical therapy marketing

 

 

 

 

 

 

 

 

 

Today I’m pouring my heart out a bit and asking for you to share your thoughts, but first here’s why . . .

Now, before you start to wonder what I’m selling today, don’t. I’m not selling anything but an idea.

I had a long conversation with a small practice owner the other day and I came away pretty upset.

Now don’t get me wrong, I love practice owners and I certainly love helping them, but what made me upset was this guy was throwing in the towel.

And, it didn’t have to be this way.

In fact, he had a great clinic, but he could never muster the time, energy, resources and confidence to generate consistent referrals effectively and so, eventually he simply ran out of steam while serving his patients.

He worked ridiculous hours and told me every time he felt like he was making headway something would fall apart and he would be forced to shrink back and try to simply make ends meet.

At some point taking a job became more appealing than building a practice.

To me, this is a crime – yes, I’m tired of hearing and reading stories like this and I’m not going to take it anymore.

This PT loved what he did, was so good at it, and I am certain saved a large number of patients from needless imaging, drugs, injections, and surgery.

So, what went wrong?

I don’t really know for sure, but I can tell you from experience that it’s likely he had no game plan, no vision, no systems – and perhaps, more importantly, no one to challenge his thinking and hold him accountable.

I think it’s borderline unfair what some small practice owners endure in the name of growing a business and I simply want to do more about it.

We’ve built a marketing system and successfully installed it in a large number of practices, but I know there’s more we can do and we are going to do it.

Owning a practice should be the most gratifying and freeing choice a PT can make and I’m on a mission to crack the code to make it so, but I need your help.

Let’s put an end to failed practices.

If you feel like you’re not making the progress you should, if you feel like something is missing in your business, if you feel like working for someone else is starting to sound pretty good, if you feel like you have no idea what to do next to grow your practice – I want to hear from you.

I want to hear what

  • Your greatest constraint in business is?
  • Your greatest threat and fear?
  • Your greatest challenge?
  • Your greatest need?
  • Your greatest joy?

I want to know

  • What you would do if you knew how to consistently generate new referrals?
  • What you would do if you had the confidence to successfully market your practice?
  • How would you business improve if you knew both what to do next and could actually get it done?
  • What value would these ultimately bring to your practice and your life?

And finally . . .

I want to know what you’re going to do to make 2016 your greatest year in physical therapy private practice?

Take 15 minutes right now and share your thoughts via reply. I promise you’ll be glad you did.

Happy Holidays,

David Straight, DPT
Certified Duct Tape Marketing Consultant
Co-owner
E-rehab.com
(760) 585-9097

PS: 2016 is going to be a great year. We have some new services and training that you will be hearing about. We are going to significantly increase our marketing support and try our best to make sure you are taking advantage of all of the tools we provide you.

Why Physical Therapy Patients & Practices Prefer Google

It’s common knowledge that Google has the market share of eyeballs for search.  But Bing.com, while trying to make a push for users, has screwed up again…and at the expense of business owners.

We had a few calls today from upset physical therapy practice owners complaining Bing.com is showing old Yelp reviews which were inconsistent with their current Yelp reviews.  Moreover, they were only showing dated reviews (many months to years old) and more often than not, bad reviews.

Here’s an example: we did a search for RSM Physical Therapy at Bing.com.

physical-therapy-reputation-marketing

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Notice that the Yelp reviews are inconsistent on their Bing listing, i.e. 2 Yelp reviews.  Then, look at the listing right underneath which is the actual Yelp page with 11 reviews and a 4 star rating.

You would think that big companies like Yelp and Microsoft would attempt to get this right.  While Yelp is often at the center of controversy with respect to the representation of small business owners’ reputation, you would think that Microsoft would want to get this right and attempt to pull more users away from Google.  How would you do this?  By providing what Google is currently doing better right now…more accurate and consistent information.

We can only hope this improves.

For now, there’s no obvious way to fix this.  We can only hope that the juggernauts, Yelp and Bing.com, will correct this problem and provide consistent information about physical therapy practices to their users.

Here are some links that referenced the mergers some time ago, but it is only now that we are seeing the fallout for PT practice business listings.

Bing Partnership with Yelp

Yahoo Partnership with Yahoo

PT versus MD: Physical Therapists are the Clear First Choice!

Physical Therapy Marketing Opportunity: More Reasons Why Consumers Should See PTs First

Physical therapists know that they are just as capable of evaluating and treating patients for musculoskeletal disorders as medical doctors.  While society (both consumers and physicians) still generally think of physical therapy as an ancillary service, physical therapists know better.  Consumer direct access is now legal in all 50 states.  Go here for FAQs about direct access.

In a previous infographic we referenced numerous advantages of seeing a PT first…from financial benefits to lower utilization of specialists, injections, drugs and surgery.

The point of this infographic is to empower PTs and remind them of the variety of reasons why seeing a physical therapist first is the best choice.

In the top half of this infographic, the data is clear:

  • PTs see patients quicker,
  • There’s little to no waiting in a lobby, and
  • PTs spend more face-to-face time with patients.

physical-therapy-marketing-opportunity

 

Who Are You Going to Share This With?

Would you dare share this with your current patients or are you fearful that it might hurt your physician referral relationships?  You make the call.  In any case, there are many compelling reasons why consumers should see a PT first.

Reference: Thanks to the Twitter posts and those PTs that were presented at the 2015 CSM meeting.  #skipMDs