While there are a lot of physical therapists talking about marketing on LinkedIn and Twitter (check out #bizPT if you haven't already), it still remains difficult to really sink your teeth into marketing strategies and apply them directly to your clinic's marketing strategy. As such, we curated the Top 11 Physical Therapy Marketing Resources. These resources, ranging from podcasts to blog posts, are all from leaders in our industry, and are actionable... meaning checking them out will provide you with the information necessary to improve your marketing return-on-investment today.
1. Private Practice Section of the APTA Resources
There are only a few resources on this list that cost something, and we only included them if the quality was clearly worth the cost. These PPS resources are clear examples of the above. The first thing you absolutely should do is join the APTA and attend the PPS Annual Conference (this year is in Orlando). The environment at this conference is electric every year, and most of the people featured below will be in attendance-- many of them slated to run breakout sessions.
If you don't feel like flying down to Orlando, then check out the PPS How-To Manual for Opening a Private Practice. If you check out the glossary, you'll see that powerhouses in our profession (e.g. Tannus Quatre, Eric Robertson, Lynn Steffes, and others) have written chapters... so you know this is a high quality resource.
2. Healthy Wealthy Smart Podcast with Jerry Durham and Larry Benz
For starters here, the HWS podcast with Karen Litzy is excellent. This particular episode features two great business minds in physical therapy talking about what they've personally done to grow thriving practices.
If you find this podcast valuable and want to dive deeper, consider signing up for Karen's Strictly Business Virtual Conference, where you can learn from the experts about how to create & build your PT practice.
3. WebPT Webinar: How to Take Over the Internet
We all know that marketing your practice online is becoming increasingly important, but there are not many PT Clinics making it a priority. However, you'll quickly notice that the group of clinics that are taking simple steps to optimize their online presence are the ones that are thriving. This webinar will give you simple tips that you can execute on today that will have actual return-on-investment for your clinic.
If we didn't believe in the stuff we wrote, what kind of people would we be!? Seriously, though... any post that we tag physical therapy marketing is designed to provide actionable marketing and customer management techniques to help your practice grow. Check them out!
5. Ben Fung: Developing a Marketing Plan
If you don't know who Ben is... click the link above and dive in. Ben is unique in our profession, as he has a mind for both the clinical and business sides of physical therapy. He puts his MBA skills to work in this post, breaking down the nuances of creating a marketing plan that will set your clinic up for success.
Protip: Read his blog early & often.
6. Rehab Management Podcast with Sturdy McKee: How to Get More Referrals
Our good friend Sturdy is the CEO of San Francisco Sport & Spine PT, and the epitome of a PT-Entrepreneur. In this podcast he talks through the value of each referral and how to get more patients. He goes beyond the usual strategies, and highlights how managing your patient's experience after the referral (i.e. patient relationship management) can lead to more patients.
7. Erson Religioso: How to Effectively Market a Niche Service
This blog post by Erson is short, sweet, and to the point. He lays out exactly how he built a steady stream of referrals for patients with temporomandibular dysfunction. Even if you don't treat TMD, the key takeaway is that specializing in a given area and asking other providers for referrals just isn't enough. Instead, you must gain an understanding of your market, target effectively, and show value to these referral sources in order to demonstrate your expertise. Erson provides a simple blueprint and thought process so you can execute on something similar.
8. Therapy Insider's Podcast featuring Ann Wendel
The podcast title sort of speaks for itself... "How to Market Like a Rockstar in the Healthcare Business". Ann has been a key proponent of creating a unique value proposition for your PT practice for a long time, and she stays on point during this podcast. Know your customer, know your value, and then sell that value!
9. Jarod Carter: How to use Blogging to Grow a PT Practice
For many clinic owners, creating and maintaining a blog may seem like a big time spend with questionable ROI... which couldn't be further from the truth. In this post, Jarod makes a compelling case for starting a blog for your practice. He walks you through the ROI of blogging, gives tips on how to create the kind of content that drives business, and lays out steps to get started.
10. David Browder: What is Quality in Physical Therapy?
If you are thinking about it in the correct way, quality care is marketing... and David Browder is thinking about it in the correct way. He argues that quality care is a melding of outcomes, patient experience, and patient-provider relationship. He then discusses how Texas Physical Therapy Associates specifically measures quality (they use the Net Promoter question among other things, which we absolutely love), and then hints at different ways you can use this information to help your PTs learn, educate yourself on referral sources, and improve internal processes. As we always preach, a raving fan is your biggest marketing collateral... and taking the steps David lays out and running with them will undoubtedly help increase your number of raving fans and word-of-mouth referrals.
11. Real Life Example: Champion Physical Therapy and Performance
Most physical therapy clinics try to fit every single thing they can on their website's homepage, including every service they provide and every injury type they treat. These websites end up looking cluttered, are difficult to navigate, and don't have simple and compelling messaging.
If you want a real-life example of how to keep your messaging simple, Champion PT is it: the website is beautifully designed, simple, and all messaging is concise & consistent.
One caveat: while it's common to claim you're the best, Champion backs it up with testimonials from Josh Beckett, Jon Lester, and Terry Francona. While you may not have access to world-famous athletes, what we're really talking about here is the power of social proof and harnessing it. If you understand the concept, along with other principles of influence, you'll be well on your way to creating more resonant messaging.
When it comes to marketing, it's also important to look outside of the profession to understand global trends and understand what small businesses & Fortune 500 companies are doing to grow across the spectrum of business. As such, we also put together the The Official, Comprehensive, Always Up to Date, Always Crazy Long, Always Awesome Marketing Resources List. It's simply a curated list of resources linking to the very best stuff on the web (videos, articles, and more) from giants like Harvard Business Review, McKinsey, HubSpot, Moz, and more.
If you are looking to learn more about:
- The keys to fostering word-of-mouth growth
- The basics (and not-so-basics) of Search Engine Optimization
- Future healthcare trends
- Principles of Sales and Marketing
Then click below to download The Official, Comprehensive, Always Up to Date, Always Crazy Long, Always Awesome Marketing Resources List from Strive Labs.