A thriving practice requires physiotherapists to face unique marketing challenges. Practice managers have to think differently in order to attract new referrals as local physiotherapy centers continue to grow.
Although word-of-mouth is important, it’s becoming increasingly difficult for health professionals to market their services.
Chris Knights, Zib Media’s Managing Director, stated that physiotherapists looking to grow their clinic by 2022 will need to focus on SEO, social networking, and mobile-optimised Marketing.
“Consumers today are more connected to the Internet than ever before. This means that we expect new trends in marketing to emerge along with existing trends that will remain effective.
SEO will be the most effective way to drive organic website traffic. But, Google is moving more locally, which favors physiotherapy centres.
“If there is a clinic near you, or multiple locations nearby, it’s possible to reach them through local search engine marketing strategies.”
According to Mr Knights physios should create an ongoing stream of informative content for consumers.
Social media is the best platform for sharing this information.
“Marketing through platforms like Instagram and Facebook can increase website traffic, local awareness, brand loyalty and be cost-effective.
“It’s also a powerful tool for promoting the preventative advantages of physiotherapy and attracting clients seeking treatment for injuries.”
Consumers are browsing more on mobile devices. This trend will continue to rise in 2022. This means that physios should focus on developing mobile-optimised marketing content.
Web sites must be easy to use.
Clients are more inclined to search for services through their mobile devices. A mobile-optimised site can help your website achieve higher search results in mobile browsers.
Peter Gamgee AM founder and principal of Better Business More Money believes that the key to a successful physiotherapy clinic by 2022 is not just word-of-mouth referrals but building trust.
Online and offline physio marketing strategies are not the only options. Instead, it all depends on the type and number of clients physiotherapists desire to attract.
“Loyal patients will be attracted to greater convenience and lower prices that other physiotherapists may provide.
“It’s also not enough to just be good at what it is you do. It takes more than that to bring pain relief and to build the capability and functionality of those who require it.”
Gamgee said that the secret of a successful business is a blend of business knowledge, strategies to dominate the market and to get and keep ideal clients.
Tips to market your clinic in 2022
Mr Gamgee shares these strategies with you to get and keep clients this year.
You should not view it as a marketing challenge. Consider how your business operates, its offerings, how it delivers and what clients it wants. Before you start thinking about what business to do, you need to understand the market.
Know your client. Write about your ideal client.
You can expect to be paid exceptional rates for elite service if you only have a few clients (e.g. You can then profile these sportsmen and ladies (what they read and where they go, how other services interact with them, what their thoughts are, and what benefits they may be looking for in physiotherapy).
If you are like most private practice physiotherapy, and look for clients from the broad population, then you will understand who the majority is.
Did you also know that 90% of all clients see physiotherapists for a functional or pain problem? They are mostly either female or have a related spinal injury [i].
Know your media. You need to know your media. Yes, you do need to advertise online. However, this is not always the case.
Unless your products are sold globally, you shouldn’t be asked if “you must improve your google rankings” or the “SEO” exercise. This could result in a huge waste of money. It is important to choose the media that will reach those potential clients.
Take, for example, our elite sportspeople. What do you think of your target market? Do they read Facebook updates or articles? Are they more likely than others to be referred by sports managers, sponsors or family members? Direct marketing is more beneficial in these situations than internet marketing.
Different people may exist. They’re likely conducting online research, which could enable them to be identified through targeted marketing.
Create a compelling offering. What is your unique selling point? Do you have a specialty in repetitive strain injury healing that no one else has? Is it possible to offer immediate pain relief in certain cases? Are your clients able to use your in-house diagnostic equipment for their ultrasounds? It is important to know what your unique offer will be.
Market with information, structure
Take your prospects on a “buyer’s journey” and offer them compelling information.
You have likely dealt with clients who have made an appointment for an injury. But what about the majority of clients who have chronic pain or spinal problems (the most common reason for seeing a professional physiotherapist?
What about those who seek preventative care or are at high risk of injury? Provide them with pertinent information so that they can choose your practice.
It is essential that your “elevator speeches” follow the same structure. It must attract attention, inform, educate, and provide a compelling (informational) offer or next step. Websites for physiotherapy practitioners do not follow this format and are missing out on potential clients.
Follow up. This would be one of the worst mistakes in physiotherapy clinics. Did you realize that simply following up on clients to monitor their progress can result a 10% increase of client visits?
Healthcare professionals are increasingly aware of the value of building marketing strategies online and offline. A successful physiotherapy clinic will be built by a commitment to continuing to learn about marketing.
Menu