When it comes to physical therapy marketing, you should make reputation marketing a high priority. Here’s why.
Ratings and reviews are the second most trusted form of marketing after word of mouth (i.e. referrals).
Reviews show up all over the place:
Your Google Business Listing on Search Results
Google Maps
Google Local Listings
Google+ Local Listings
Google Adwords
Reviews can help someone that is comparison shopping choose you over your competition
Patients will look you up online before they come in. Reviews will reinforce a referral.
Problems Collecting Reviews
Many think that you need a Google+ account and if you want to do a review on an iPhone or Android you also need the Google+ app. This isn’t the case.
In the video I show you how to use Google Maps to get the job done in under one minute. The Google Maps app is common on iPhones since Apple Maps just isn’t quite as good (but is improving every month). The Google Maps apps is installed on all Android devices too.
So, ask your patients for reviews and have them do it on their smartphone right in front of you.
(Note, your patient will need a Google Account).
Action Item
Have patients pull up your listing on Google and post a review. Have patients do this right on their smartphone and guide them through the process. They will need the Google Maps app installed on their smartphone (most have it) and they will need a Google account.
Most small or medium-sized businesses are on a tight budget, especially when it comes to marketing. Times are hard and many companies don’t have a lot of money to invest on advertising and marketing.
The irony is, not marketing your private practice will actually have a detrimental effect on your business.
Take Tom, for example, a hypothetical local business owner of a fireplace store. Tom just put a closing down sign in his window because nobody is visiting his store and he says he can’t afford to advertise anymore.
This year alone he has spent over $6,000 on advertising in his local newspaper with expensive one-time ads, which turned out to be a total waste of time and money.
Although it is sadly too late for Tom, the good news for other companies who are still in business is that online marketing is not only much cheaper, but is also far more effective than traditional methods of marketing. Plus, you can easily track the success of each marketing campaign that you launch.
[note_box]Here are some big online marketing ideas for your practice if you operate on a small marketing budget:[/note_box]
Optimize Your Website for the Search Engines
This should be one of the first things you put on your “to-do” list. Why? Because Google is not only the most popular search engine on the Internet, but it’s also your practice’s best friend.Google and the other search engines want you to rank high in the search results. If their clients are searching for a particular service like physical therapy in their local area, it is Google’s job to tell them about your practice.
However, you have to make it easy for them by optimizing your site. This doesn’t need to be expensive and yet will be one of the best investments that you could ever make. The return will be phenomenal as a whole new crop of potential patients discovers your practice online.
Google Plus Local
While we are on the subject of Google, we can’t leave out Google+ Local. As mentioned in the previous marketing tip, Google really is on your side and wants to help your practice be found. They make sure that if potential patients are looking for services that you provide, then the results will be completely relevant and your practice should appears in the listings.As a result, search results are becoming much more local and personalized, and companies who claim their Google Plus Local Page and optimize it properly get the best rewards.
Start a Blog
Blogs can be appropriate for any type of business, and private physical therapy practices can particularly benefit from these by providing patients with educational and informative blog posts. In case you don’t know what a blog is, it basically stands for “web log,” and they’re effectively online diaries. If you’re going to create a blog for your practice you need to do the following:
Host the blog on your own domain (e.g., YourBusinessWebsite.com/blog)
Anyone can set one up, that’s the easy part. Thinking of something interesting to say each time you blog is the tricky bit. You need to write good content that will be interesting for your visitors and patients. People won’t thank you if it’s just going to be one long sales pitch.
Create a community and make your visitors feel part of it by responding to each blog comment. If you do, the more people will be inclined to read and comment on your blog more often.
Social Networking
Facebook, Twitter and Google Plus are all popular sites that you can’t ignore. By creating a profile on each of these sites, you will not only create new opportunities for potential patients to find you, but they will also be excellent sources of traffic.Local businesses that use social media sites like these almost always see a significant increase in monthly traffic. The part that excites them the most is the fact that it’s completely free. All it costs is a little of their time, but the results are well worth it.
By investing a bit of time and effort providing good content that’s relevant to your audience and interacting with your followers you will soon build a loyal following. This will raise your online profile and make your site easier to find in the search engines.
You can no longer afford to ignore social media marketing. In 2012, 85% of marketers found that social media generated more exposure for their business.
Case Studies and testimonials
If you already have happy patients who love your practice, why not get a testimonial or case study from them?Case studies and testimonials are a perfect way to get brand new patients because they build credibility and give the potential patients the confidence to come to your practice for treatment knowing that other people like it. They will be less inclined to come to you if they don’t see any testimonials or reviews.
The secret is to get your patients to talk about your why they received treatment in the first place and how it’s helped to improve their lives since they first started coming to you. Most patients will be happy to do this if you ask them.
Ask For Referrals
It is surprising how many companies don’t ask their customers for referrals. Why not? If you have satisfied and happy patients, you really should be asking for referrals as it a very effective way of getting even more patients.Some people feel shy about asking and are afraid that the customer will turn them down. However, you will be surprised at how few people actually will say no. If numerous patients do refuse to introduce you to others, it might be a sign that you’re doing something wrong and could be doing a much better job of making them happy, giving you something to work on.
Harness the Power of YouTube
Companies are latching on to the importance of YouTube in their marketing campaigns. Not only do videos now appear in the search results, but you can also use videos to show how good your services actually are.One suggestion for private physical therapy practices is to post videos of exercises commonly prescribed to patients, so when they attempt to perform them at home, they’ll have a direct reference that is linked to your online persona when they click on it.
There is no end to the things that you could use for video relating to your practice. Even a tour around your premises could be interesting to your patients.
Do Some Online PR
As you know, getting some good PR is a great free way to get people talking about your practice. The more they talk about you, the more people will come to your website and check out what you’re offering.Most people think of PR coming from major media outlets such as radio and television. While this would be fantastic, it’s not easy to get that sort of attention.
However, there are easier ways to get PR online which can be just as effective, especially if you have a targeted group of potential patients.
Getting the attention of blog owners is one way of doing this, especially if it is a popular and attracts the sort of readers that you want to target.
You can email the blog owner, asking if they would like to interview you. As they are constantly looking for new topics to write about, many will be happy to interview you, especially if it is something that they think that their readers will benefit from.
[colored_box variation=”steelblue”]For more guidance on how you can give your small private practice a big name on the Internet with some cost-effective marketing strategies, contact us at E-Rehab and we’ll be glad to assist you.[/colored_box]
When it comes to Internet marketing, most businesses have made the effort to try and have a presence on at least one of the popular social media sites: Facebook, Twitter, Pinterest, YouTube.
These sites are viewed as the fun cousins of the social media world, the sites everyone seems to want to play with. But private practices such as yours need to realize that they are not the only networking opportunities worth using.
LinkedIn is a very well known but hugely underrated and underused avenue of opportunity. Most people view LinkedIn as the “stuffed shirt” of networking, and it’s true that if you go to LinkedIn, you won’t find a video of someone falling down or a cute picture of a cat hanging on a washing line. But that is by no means bad thing. We are talking about professional networking here.
Each networking site attracts a different set of potential clients, and LinkedIn is no different. In fact, you could even find yourself networking and promoting your practice to more important people than you ever thought possible.
If you still need convincing of the power of LinkedIn to help your private practice, then take a few minutes to look through these reasons why your practice should be on LinkedIn too:
LinkedIn: Business, not Pleasure
Google any business or business person, and one of the first page entries in the search results will almost certainly be their LinkedIn profile (if they have one). These profile pages contain everything you want to know about the person or company, their products and services, and more.
[note_box]So when creating a profile for your private practice on LinkedIn, it’s vital to fill out and use every tool offered, including the customized “Products and Business” section. This is a superb opportunity to create a stunningly professional yet informative section that can complement your website. Here, you can market your practice with images, videos, detailed descriptions of treatments offered, links to helpful websites for patients and more. What LinkedIn is really offering you is a virtual, digital brochure with tens of thousands of potential patients waiting to connect with you.[/note_box]
What alternative does a potential patient have if you don’t give them the information they are looking for yourself? Their only option is to go and look for the opinions of others in random blog entries and consumer forums, and you have no control over what is being said there, good or bad.
Engaging Conversations
An essential element of any network is not simply to attract people to your profile, but to engage with and retain your audience for the long term. But while contact between users on sites such as Facebook and Twitter revolves around relaxed social interaction, LinkedIn is a business-orientated network. So if you can’t post pictures of cute animals in amusing situations, how can you keep interest in your brand going?
a) Daily Status Update
LinkedIn has many useful features, but none are as easy to use as the “Status Update.” These status updates appear in the feeds of those who are following your business page and in the feeds of other LinkedIn members who are networked to your followers. So by posting an update on a daily basis, you are expanding both the exposure of your brand to more potential patients and giving more people the opportunity to network with your practice.
b) Use A Poll
Polls are a simple yet versatile way of gathering useful information from your followers while still keeping them engaged. You can find out all sorts of relevant information about your potential patients here: what they would like to discuss in the group, information about the group members themselves. Or you can use them just as a way of starting the conversation.
c) Useful Feedback
As LinkedIn members are business people themselves, use the opportunity to gather useful and significant feedback. Asking questions which relate directly to your practice can get you some incredibly valuable insights into both how your brand is seen and in learning more about what your potential patients need and want from the services and treatments offered by you.
Don’t Do It Alone: Join A Group
When first joining any network, it’s only natural to start to connect with the people that you know. But in business, you constantly need to be looking for opportunities to increase the number of people you can showcase your practice to. LinkedIn is perfect for that.
As you accept invites from other LinkedIn members, your networking potential and business profile grows. You don’t have to be shy in extending invitations to other members to connect with you either, especially if you think they will complement your own services.
Remember, it’s not just one connection you are making. Connecting with other LinkedIn members also joins you to their network of contacts, growing both your own associated network of contacts and the amount of potential traffic to your LinkedIn business page.
Groups are a great way to find and join like-minded business people. Look to join various groups associated with physical therapy and rehabilitation in any way.
Once you have the confidence, you can take it further and create your own groups around different aspects of the physical therapy industry.
Not only will you be increasing the number of business contacts you have, but you will be actively taking and spreading the knowledge and awareness of your practice throughout the LinkedIn business network.
[note_box]Companies themselves can’t join a LinkedIn group but individuals can. You, as the owner of your practice, could join yourself, but how much more impressive would it be to your fellow LinkedIn members if some of your employees actively represented your brand within the LinkedIn group discussions and enthusiastically engaged others on behalf of your practice?[/note_box]
The Power of Recommendations
To a potential patient, nothing gives more confidence than to hear someone do more than just praise your services, but to give it an outright recommendation. It says more than “I am happy with it”; it says to someone, “You need to use them too. They helped me recover from my injury so quickly that I had to tell you to use them if you ever need physical therapy.”
The “Recommendation” is a unique feature that separates LinkedIn from other Social networking sites. On LinkedIn, these recommendations, made by both clients and colleagues, allow others to give your practice and professionalism a glowing report.
Get Found
You want your LinkedIn profile to increase your visibility on the Internet and contribute to your rankings in the search engine results. By adjusting some of your profile wording, you can improve the Search Engine Optimization (SEO) of your LinkedIn site.
Inside the “Websites” section, adding keywords to the title descriptions found in the “Other” section will increase your page’s visibility on the Internet searches.
When starting to complete your LinkedIn profile, keep key industry keywords and buzz terms in mind.
Try to subtly add a few key search terms your patients may use when looking for your services, but don’t stuff your profile with them as search engines like Google and Bing can penalize your site if there is an overload of keywords.
Don’t overlook your URLs. When you join and create your LinkedIn profile and pages, LinkedIn automatically creates the URLs with random numbers, not a name, but these links are customizable. Change it to something the search engines can pick up on: your name, job title or location By being creative, you may even be able to get keywords in.
Statistical Analysis
Studying statistical data may not be everybody’s favourite task, but it gives an impression of how effective your LinkedIn profile is, and within LinkedIn you can get detailed facts and figures on who is visiting your page, how often they come, how many times someone clicks through the “Services” tab, which members are following your page, and a whole wealth of other stats broken down into very useful information.
But there are even more targeted marketing opportunities available to practices like yours on LinkedIn.
The Admin of a business page can set up customized Product and Services pages.
This means when a visitor comes through to your page, the information shown to them will be tailored to them depending on things like: How local they are to your practice; what business they are in; what position they hold in their company.
Being able to modify information in this way enables you to give other LinkedIn members more relevant information about your practice.
Network Your Network
Maximizing your exposure is a fundamental key in getting new followers, so the easier you can make it to follow you the better. LinkedIn has 2 easy ways to do this:
“Follow Company” Button
By putting this button on your site, it lets followers connect quickly, and they can then track your LinkedIn activity easily and conveniently from within their own LinkedIn profile. Once your followers have grown to a decent number, add the number of your followers onto this button.
“Share” Button
By adding this button to the articles and content in your LinkedIn pages, you show your page visitors that they can share articles from your site with their own followers.
By making your articles informative and useful to others, you encourage others to take your knowledge and expertise in the physical therapy field to a much wider audience of potential patients.
Market To A Captive Audience
With a rapidly growing membership of over 175 million business professionals worldwide, it would be a criminal oversight not to consider marketing your practice to such a captive audience inside LinkedIn.
Not only does LinkedIn offer its business users ad campaigns with a massive audience, the ads themselves are immensely flexible and customizable.
Available as Pay Per Click or Pay Per Impression, the ads can be tailored to an exact audience based on a specific customer demographic like the size of the company, the business area, and occupation, to name just a few factors.
These ads can also be shown on specific pages. So you could target profile pages, practice and group pages, member’s inbox or message pages, and more.
This type of targeted approach helps in getting the relevant information to the right sector of your audience: your potential patients.
There is also a choice of Ad Type:
Display Ad: An ad that can be placed on the page in a range of shapes and sizes, rather like a classified newspaper ad.
Content Ad: An ad that lets you stream several types of contend in one organized packet – like video, Twitter, Status updates, etc.
Text Link Ad: A static html link to a specific page or place.
Social Ad: Social ads are a highly targeted, highly efficient way to sign up fellow LinkedIn members and to encourage them to share messages and recommend products.
They encourage a particular course of action like the ‘Follow’, ‘Recommend’ or ‘Join Group’ ads.
Upgrade and Expand With Advanced Apps
Once you have a good working knowledge of LinkedIn, it’s time to take your LinkedIn page to the next level with some of the many advanced applications that allow you to give your LinkedIn pages greater appeal and marketing power.
Here are just a few of the great “Advanced Apps” available to use with LinkedIn:
SLIDESHARE
Rather than having a simple static photogallery of business statistics, you can really impress visitors with a professional and visually interesting slideshow presentation.
MY TRAVEL
This app lets you share all your future travel plans and trips with your network, so they can see not only where you are now but where you are going to be and when.
This gives people a great opportunity to arrange to meet up for different events and functions.
BOX.NET
If you have something you’d like to share with your followers, why not make it downloadable? Box.net lets you share everything from photographs to portfolios, charts and presentations.
BLOG LINK
Linking your blog up to your LinkedIn page is so easy with Blog Link.
If you use WordPress, there are many specialist WordPress app or plug-ins that can do it for you simply and easily.
HUDDLE WORKSPACES
Collaborations can be notoriously tricky things.
Huddle Workspaces is designed to smooth out this rocky road. It lets you give different groups their own workspace, which means you can provide private remote access to documents that only they will see and have access to in their workspace.
TWEET
We couldn’t possibly forget the social network that many businesses use daily.
Tweets lets you access and use your Twitter account from inside LinkedIn.
Do you feel inspired to explore the world of LinkedIn?
Or have you previously registered but didn’t know about many of the features that we mentioned or have not had much success with it? If so, please contact E-Rehab.
So many small private practices have either don’t understand LinkedIn or have not used it to its full potential. As a result they are missing out on a lot of potential patients and useful connections.
[colored_box bgColor=”#788794 ” textColor=”#ffffff “]We can show you how to get the most from LinkedIn and get the best results from using it as well as all of the other social media platforms.
We look forward to hearing from you and sharing our insider knowledge and ideas with you.[/colored_box]
Depending on where you live, you may have taken notice of a trend where big corporations are taking over and moving the small businesses out. Many towns and small cities are now carbon copy of each other, with the same chain of coffee shops, the same clothing retailers, the same chains of DIY and garden care companies and the same electrical outlets.
The small businesses seem to be fighting a losing battle and the lifeblood is being sucked out of them.
The exciting news is the Internet gives you, a small private practice, a new level playing field where you really can easily become a giant on the Internet and get your share of the business that’s out there.
Increasingly patients are looking online for information with over 80% of patients research health conditions, symptoms, and healthcare brands online. These are local people in your area, and some are potential patients.
[note_box]Don’t just take our word for it. Look at the statistics in any publication (e.g. pewinternet.org) and you will see the trend increasing year after year that the majority of people research products and services online using their mobile phones and tablets but here is the twist: they still buy offline.[/note_box]
That means that your practice should be taking full advantage of the Internet and getting a slice of the action. If you don’t, then your competitors will.
Read on to find out how you can become an online giant.
Getting Started Online – Taking Control Of Your Physical Therapy Web Design
One of the reasons so many local businesses put off promoting themselves on the Internet is because it can be overwhelming. There are so many ways that you can market your practice online that you might not know where to start.
A large number of local businesses dabble in online marketing and then give up after a few weeks because they don’t get the results they expect.
Although the Internet is not a magic wand that instantly makes you rich overnight, you will see results if you know what you are doing.
It‘s true, not all marketing techniques are suitable for all business types, but here are some things that your practice can start to implement to help give you a giant-sized presence on the Internet (and they won’t break the bank either).
Your Website
Your website does not need to be an expensive, all-singing, all-dancing work of art. It should make a great first impression and it should be search-engine friendly and regularly updated .
For many private practices, designing a functional but profitable website can be extremely daunting, so they tend to leave the whole design in the hands of their website designer.
This can turn out to be a very expensive mistake for your practice. Web designers can make some stunning looking websites complete with every bell and whistle imaginable.
However, if you owned a car dealership, it is doubtful that you would trust your car mechanic to have complete control of your marketing campaigns. While he might be a very good car mechanic, it is unlikely he would also be an expert in marketing. Leave it all up him and pretty soon you would be out of business.
That is in effect what you would be doing if you allowed your web designer to have complete control of your website.
Yes, they might have good design skills, but in most cases, they know very little about marketing. There are very few web designers who understand how to optimize sites for the search engines, or how to write compelling copy or information that effectively describes the services your practice offers.
You really don’t want a website designer who just concentrates on how pretty they can make your site and how they can add a wide range of lovely looking but utterly pointless gimmicks on your site.
So rather than give your web designer free reign, here are some tips that will put you in control and and help you end up with a website that draws more patients to your practice:
1. Be very clear about what you want.
You want a website that works 24/7 and earns its keep, so you need to be clear on exactly what you want each web page to do. When thinking about the function of each page of your website, decide in advance what its purpose is.
For example, will it be used purely as an online brochure for your patients to show off services or do you want to add some general information about physical therapy and common conditions treated by your practice as well?
Will you want your page to collect visitor’s names and addresses or do you just want your site to let people know how they can contact you?
Will you have a blog where you can keep patients updated or will you be sending a newsletter out?
2. Have your offer and call to action clearly visible on your website.
Don’t hide this information away. Put your address and phone number at the top-right of every page. If you want patients to be able to schedule an appointment on your website, make that clear to them and easy to do. Do NOT make your call to action or offer a sign up for a free ebook on how to treat their own back. It devalues your service!
3. When you write your web copy for your site, write it with the reader in mind.
Always remember to clarify what you can do for them. It will make it very boring if the site is all about you and how great you think you are. Nothing turns a visitor away fast enough than the words “we do this…” or “we are…” Talk about your unique benefits. What makes your practice different from the clinic next door. Remember, it is not about you, it is about the patient, so show them that you are the type of practice that provides exactly what they need and what they’re looking for.
[colored_box variation=”steelblue”]Click here for a guest blog post I wrote and is posted on WebPT which gives you more tips on how to write copy for your home and about us pages. In summary, think twice about letting your website designer completely take over. Even if you don’t have a technical bone in your body, it doesn’t mean that you can’t have full control over the online presence of your practice.[/colored_box]
If someone were to do an online search on your physical therapy practice, what would they find?
In the old days, if you had one dissatisfied patient who was unhappy with the treatment they received, they may have told on average 7-12 friends about it.
However, times have changed. With the invention of the Internet and social media platforms like Facebook and Twitter, that one person can now tell hundreds or even thousands of people about their experience.
It’s so easy for your potential patients to type your company name into Google and see anything from quality reviews and recommendations to reputation-damaging complaints and unresolved issues. What is more, all that information stays there for the entire world to see.
It is a company’s worst nightmare for an unhappy customer to start telling the world about their complaints. Many companies have seen their profits wiped out, simply because a group of customers have rallied together and given them a bad name.
[note_box]According to eMarketer, consumers trust other consumer reviews almost 12 times more than they trust the manufacturer’s celebrity-endorsed sales pitches and technical jargon.[/note_box]
Managing your online reputation is no longer optional. If an issue concerns your patient then it should concern you, because if not, they are going to tell the world.
The simple truth is your brand, your reputation and your practice are on the line every time a customer walks away unhappy.
Here are 10 online reputation management facts that you need to know to protect your practice:
1) Professional Marketers Say “Trust” Is Number One Important Factor For Making A Sales-Worthy Impression
The 1×1 Xchange Panel conducted a widespread survey among businesses and a whopping 84% of them believed that building trust online would be the primary focus for marketing efforts in the future.
Most marketers feel that gaining potential customer’s trust is the key to getting a sale. Do you trust somebody with a bad reputation? No? Well neither do your prospective patients.
It is essential that your practice is not only trustworthy but is reflected to be trustworthy online.
2) Most People Use Social Media To Decide What To Buy
It is no secret: social proof is powerful. One good recommendation can generate an inordinate amount of extra sales, but equally, if your social media is lacking and your name is being tarnished, your profits will plummet. To emphasise the importance of social media, Pew Statistics revealed that 4 out 5 people said that they had received advice via social media regarding what product or service to purchase.
3) More and More Large Companies Are Hiring Full-Time Online Reputation Managers
Do you want to know what big companies thing about reputation management? According to the Bureau of Labour Statistics, they think highly enough of reputation managers to hire them full-time and pay them handsome salaries. The US Bureau of Labour puts the average salary of an online reputation manager between $38,000 – $72,000.
4) More Adults Are On Social Media Sites Than You Think
You can’t dismiss social media as a young person’s world any more. Again, the Pew Statistics reported that 46% of online adults are actively involved with social networking sites. Yes, the people with the money and the spending power are moving online and making decisions based on what they find there. It is vital that your site is well represented online.
5) The Public Trusts Social Media
The same Pew Statistics report said that almost half of online adults (48%) agree that getting to know new people is easier and more meaningful because you can learn things online about the people that you meet. Do you wish that your patients could get to know you better? If they knew you better then you know that they will be more likely to come to you for treatment. This is where Internet savvy companies involved with social media are doing so well. They interact with their potential customers and get the sales. By becoming involved and looking after your online reputation you will do the same.
6) People Are Using Social Media To Gain An Edge On Their Competition. That Means You.
It could not be easier for your competition to get the edge over you online and snatch the lion’s share of customers. All they need to do is search your name or your practice’s name online and read the paper trail that you have left behind from responding to patients to how you act on social media sites like Facebook. How often do you think that you are being searched online by your competitor or a fellow colleague or employee? It will be more than you care to think. The Pew Statistics report revealed that 31% of employed Internet users have admitted to searching online for information about co-workers, professional colleagues or business competitors. What will they find out if they researched you online? Are you caring for your online reputation as well as you should be? You can no longer be complacent and need to act now.
7) Social Proof Is King And Traditional Advertising Is Dying
It’s true. The results of the Pew Statistics Report showed that a huge 78% of consumers trust peer recommendations but only 14% of them trusted an advertisement. What that means for businesses is that no matter what ads you are running or how many professional-looking shiny banners you put on your website, it will be the recommendations of peers based on your reputation that will bring patients to your door.
Your online reputation goes before you and only social media and reputation management can ensure that your company is well represented online.
As a business owner, you only have one of two choices:
Choice A: You refuse to take your practice online and miss out on the huge potential that so many other businesses are experiencing. The Internet is not going to go away. Online sales are increasing year on year. People—your patients—are addicted to social media sites and now that they have found their voice, they won’t be silenced. If you ignore them or don’t engage with them, then your practice will not reach its full potential.
Choice B: Under the guidance of a professional online reputation manager, you engage with your existing and potential patients by taking your practice online using savvy Internet marketing and reap the massive rewards for doing so. Manage your online reputation and you will bring in more patients and make more money.
THREE TIPS ON PROTECTING YOUR ONLINE REPUTATION
1) Monitor your brand
One Internet writer described not monitoring your online reputation like leaving your 5-year old child unattended at the swimming pool. You just wouldn’t do it. In the same way, it’s irresponsible on today’s social marketing platform to ignore what is being said about your practice. This applies if what is being said is positive as well as negative. Remember that a poor review is always just one tweet away and 40% of these come from mobile devices so you need to be on the ball and monitor your online reputation.
2) Respond Quickly
When a patient is unsatisfied with your services, you still have the opportunity to turn things around. In fact, rather than being a bad thing, you can make a negative situation into a positive one simply by taking the necessary effort to make sure that each patient’s complaint is handled promptly and politely. 90% of disgruntled customers will stay with a company if they feel that their complaint is being taken seriously and resolved promptly. Even more amazingly, 50% of them will even advocate you in the future by telling their online followers how impressed they were with the way the complaint was handled.
3) Personal Attention
If patients make a complaint, they want to know that you care. You only get one shot at preserving your practice’s reputation, so make it count. You know what people say about first impressions, so remember this when you make a response to any complaint or negative feedback because any first impressions will be amplified. Don’t react against the comment but have a proactive approach. Your goal is not only to get the patient back on your side, but to show the potential thousands of other observers that you do care about your customers and that they can trust you.
[colored_box bgColor=”#788794″ textColor=”#ffffff”] Managing reviews can seem like a daunting task. Let E-rehab help you through the process and you’ll see your business thrive.[/colored_box]
Why is it that some websites consistently bring in new business, day in and day out, 365 days a year, while others just sit there, lost in cyberspace, not earning a single penny?
It can be very frustrating for owners of physical therapy practices with a non-performing website, particularly if their site has cost them a lot of money and they aren’t seeing a return for that investment.
This article is for any private practice owner who feels they aren’t getting enough new patients from their website and is wondering if it was worth it to start one in the first place.
[note_box]There a few quick changes that you can make to the content to transform your website to give it a better chance of converting visitors into patients. They will make your website come to life and be a true ambassador for your practice and earn you more money.[/note_box]
Ditch the Corporate Jargon and Make Your Site Patient-Friendly
Your website should focus on the needs of your patients and the benefits of your services. Unfortunately, companies are still using too much corporate jargon or tech-speak on their websites. As a result, most websites in the same business genre all look and sound exactly alike. There is little to distinguish a difference between them, so visitors lose interest very quickly, and many will decide not to venture beyond the first page of the site.
Instead of littering your site with jargon, try to engage your patients. Think of words and phrases they are more likely to use when searching for your services. Use those phrases as headers or key links on your site. When visitors see those phrases, they will know at a glance that your website contains the solution to their problem and they will be more inclined to visit your practice for treatment
Design Your Site Around Your Target Patients by Creating a Patient Persona
The best way to engage with visitors and encourage them to come to you for treatment is to write your site’s information with your patients in mind. You need to know that you are reaching the right people who visit your site and the information they find there is relevant for them.
The way to do that effectively is to create a prospect persona. In other words, you want to build up a clear picture of a typical patient who will come to you for treatment and speak to them through your website.
Creating a persona for your ideal customers helps you to target your message to that persona, making your marketing more effective as you create content and information that is relative to the visitors you are attracting.
This is not as daunting as it might initially sound. After all, you have a good idea what kind of person would be in need of treatment or other services from your practice. So, when thinking about content for your site ask yourself:
Who comes to us for treatment? Is there a particular demographic or industry that would benefit most from physical therapy? Start to shape the information on your site to speak directly to people in that industry. Chances are likely you will generally come up with more than one answer. That’s okay. More than one persona is good. As you learn who is most likely to come to you for treatment, your content will be more effective and begin to generate higher quality leads and result in more business for your practice.
Why do these patients come to you for treatment? Put yourself in their shoes: sometimes it’s by choice; other times it’s required. What physical problems will physical therapy solve for them? What challenges or obstacles will it help them resolve to make their life easier? As you think about the answers you come up with, you’ll have a much clearer picture of the challenges your prospects are trying to address and how you can create content for your website that speaks directly to them and motivates them to come to you for treatment.
Where do your patients hang out on the Internet? Where do they spend time looking for information? If you can determine their prime locations, it makes it much easier to reach them with the right message. For example, if your visitors mainly use LinkedIn or YouTube, then it doesn’t make sense to spend a lot of time creating content for Facebook.
Building up a patient profile like this helps you to get a better understanding and clearer picture of who your prospects are. It helps you tailor your website content to talk directly to them instead of trying to reach everybody. By shaping your message and content, you’ll be more effective at providing relevant content your prospective patients can relate to and find useful.
Add Testimonials and Real Case Studies
A great way to engage with your visitors is to create an emotional connection with them by featuring other patients who are just like them. It’s time to ditch those old brochures and generic case studies that are not only incredibly boring but a complete turn off for your visitors.
It adds so much more credibility if your website features some of your satisfied patients speaking in their own words, in their own environment and telling their own stories about how they were able to improve their physical condition through treatment received from your practice.
Testimonials are very easy to obtain. Contact your best patients and ask if they would provide you with one. If they are genuinely happy with the treatment you provide, then very few will say no.
If your client wants to write his own testimonial, that is great, but some clients don’t always know how to put their feelings concisely into a powerful statement. They may find it a chore to think of something to write. So although they might be willing to provide a testimonial, you might have to wait a long time to get it, if you get it at all.
A quick tip is to make it easy for them. Interviewing them on the phone or emailing them a short questionnaire of 3-4 questions can help to focus their thoughts, and then you can write the testimonial yourself.
Clients often appreciate you saving them the time and the effort of having to think about what to write or say.
Your questions need to be very specific, aimed at highlighting the benefits of your services and treatments. Ask them what they feel is the most important benefit they received as a result of treatment or an exercise program.
Here are some samples of questions that you could ask:
How did treatment directly benefit your physical improvements and overall success?
Describe the most outstanding strategy/trait that gave you the best result you were seeking
Was our practice: Easy to work with? Accessible? A Team player? “Went that extra mile”? Great with employees/patients?
Remember:
You need to write the testimonial from the patients’ perspective and really rave about how great you and your services are, and the dramatic results.
Don’t put words into your patients’ mouths. The testimonial needs to accurately reflect their feelings about you, your practice and your services. It needs to be something they are happy to put their names to.
Always allow your patient to review his/her testimonial and sign a consent form before you use it. This consent form can be a simple statement that says: “I understand that my testimonial and name may appear in any marketing or promotional materials created by (your practice’s name). I also understand that I will not receive any compensation for its use as stated and I waive my right to inspect or approve any finished product wherein my testimonial appears.”
While they may not be gaining any monetary benefit for providing you with a testimonial, they will receive other benefits. For example, it will raise the profile of their business by having their name and company name on your website and promotional materials. So it is a win-win for all concerned.
Remember to use testimonials in all your PR strategies, not just on your website. Add them to brochures, ads and sales letters.
If your patient agrees, you could even use audio and video formats on your site so people cannot just hear but they can also see how great people think you are.
Add a Phone Number
A telephone contact is such a basic, fundamental way of communication, yet it is surprising how many small practices make it very difficult for customers to contact them this way. Many websites still don’t include a number at all, or if they do it’s hidden away, making it harder for a potential patient to contact them.
Customer Confidence and Usability
Here are some reasons why your phone number should be on your website:
A phone number is an effective way to get your visitors’ instant feedback or to allow them to speak to you before they make their final decision whether to come to you for treatment or not.
A prominent phone number on a website builds the trust and confidence. The Internet is impersonal enough already for some customers. By adding the evidence of real people out there—like a physical address or a phone number—can make some potential patients feel more comfortable.
A telephone number also offers an additional, convenient way to schedule an appointment and, most importantly, it implies that a live person is ready to assist. Your sales will increase as a result of prominently displaying your telephone number.
These quick fixes will significantly increase business for your practice by encouraging more visitors to come to you for treatment.
[colored_box bgColor=”#788794 ” textColor=”#ffffff”]If you have more serious concerns about your website because it simply isn’t making any money and want somebody to cast a professional eye over it, please don’t hesitate to give E-Rehab a call. Sometimes it can just be a very simple change that makes all of the difference to help your website start converting visitors into patients.
E-Rehab is here to help your private practice grow by attracting new patients, so please give us a call or contact us through our website if you need any additional assistance.[/colored_box]
It’s time for a plan for your physical therapy social media marketing
Some practices might make the mistake of thinking that physical therapy social media marketing is just a case of signing in to Facebook, Tweeting, creating a LinkedIn profile or signing up for Google Plus. Unfortunately, it’s not that easy. To get value from social media, you have to share value. That is the key to successful social media marketing that will help you to build a large following of loyal patients who will spread the word about how great your practice is. Here are 12 golden rules that will help you run an effective social media marketing campaign for your private practice:
1. It Takes Time
Although it is extremely effective, social media is not a quick fix. There are no shortcuts if you want to make your campaigns a success. Like most strategies in marketing, it takes time, commitment, consistency and effort. If you are not willing to invest in social media, it will never bring you the results your practice needs to grow.
[note_box]Social media marketing is a commitment that can’t be avoided or ignored. However, don’t let that put you off because the rewards for your investment and time are well worth it.[/note_box]
Studies show that small businesses and the self-employed are most likely to generate leads, close business deals and find partnerships thanks to their involvement on Facebook, Twitter and other social media sites. Patience is crucial, so don’t give up after a short time. It might not happen overnight, and it does take hard work, but you won’t regret it.
2. Use Images and Multimedia
They say a picture paints a thousand words, and a video even more. Your followers expect to see pictures and video, so make good use of multimedia to engage them and keep them interested in what’s going on at your practice or in general for physical therapy.
3. Nobody Cares What You Had For Breakfast
To get people to listen to you, you have to contribute something of value for them. If your posts are banal and boring, then you will be ignored.
Think about it: Why would anybody take advice from somebody who doesn’t know anything and just posts useless trivia about what they are doing that day?
Quite simply, if you are not saying anything meaningful, then you shouldn’t be saying anything at all. All you’re doing is adding to the “noise” on an already busy platform and you will be ignored.
Keep your posts fresh and consistent. If someone becomes your “friend” on a social network, it’s probably because they want to learn more about your practice and the services you offer.
Always make sure that you can offer valuable, useful advice to your fans and followers. If you position yourself as an expert in the field of physical therapy, they will rely on what you have to say and keep coming back for more information.
4. It Is All About the Quality – Not The Quantity
Don’t think that just because you are adding a dozen posts an hour on Twitter and Facebook that you are accomplishing great things for your practice. Remember, you need to be productive, not noisy.
So instead of being a serial poster, concentrate on adding friendly, concise gems of advice and information instead of constant irrelevant conversation.
5. Keep Up To Date
People get bored very quickly. What’s hot today may be out of date tomorrow, so it’s important to keep up to date with popular trends. If you make the mistake of talking about something that was “so last year,” your comments and opinion will seem outdated and irrelevant.
6. Listen First, and Then Speak
Listening to your audience and showing interest in what they have to say is one of the strongest ways to create engagement and make it a conversation. Don’t just talk and give your opinions without hearing your friends’ feedback.
It is important to remember that your aim is to encourage conversation, so give your followers and fans ample opportunity to air their thoughts. If you are monopolizing the conversation, it just becomes a boring lecture instead of a successful marketing strategy.
7. Make Your Followers Feel Special
If you make your followers and fans feel special and important, they will be much more likely to listen to you and tell their friends about your practice, so don’t ignore them if they try to make a connection with you. A simple re-tweet of one of their comments, or a reply to their post can show that you value their loyalty to your practice.
8. Be Professional
Because of the impulsive nature of social media, there can be times when followers and fans may not always be polite or complimentary. They might disagree with your content, your views or even treatment received from your practice.
But no matter what they say, allow them to speak and then respond in a professional manner.
Remember: Thousands of other people will be reading your comments too, and if they see you ranting at a patient or being disrespectful, it will do a lot of damage both to the reputation of your practice.
9. No Spamming
Nobody wants to read a blatant sales pitch from you every time you post. Doing that will only accomplish one thing, and that is to turn people off what you have to say.
Instead, you will gain more followers (and ultimately more patients) if you keep them engaged, keep them entertained, keep them informed and keep them wanting more.
10. Don’t Lose Focus
It’s very easy to get distracted on social media sites, so you need to keep focused on what you are trying to achieve.
If your social media marketing efforts are not leading to conversations or some sort of productivity for your practice, then you are wasting your time and all of your posts are pointless. Plan in advance what you want each post to achieve and if it doesn’t perform as expected, then make the necessary changes that are needed.
11. Build a Relationship
Successful social media campaigns are all about building trust and a relationship with your followers and patients. This takes time.
If you make the right connection with people, they will respond favorably to you, but it’s important to remember your fans and followers are not required to listen to everything you say.
They certainly don’t owe you anything just because they happen to follow you. Just like in the real world, you earn their trust and respect over a period of time.
12. Don’t spread yourself too thinly
Don’t be tempted to join too many groups, as this will hamper your marketing efforts. Spreading yourself too thinly will harm your campaigns, so always limit the groups you participate in to just a small number that you can easily monitor and contribute to.
[colored_box bgColor=”#788794″ textColor=”#ffffff” ]P.S. Remember to have fun.
Social media marketing is meant to be fun, so if you are not enjoying yourself then you are not doing it right. Social interaction should be enjoyable and purposeful. If it is a chore and too much like hard work, then you need to adjust how you are doing it.
Keeping these pointers in mind in your social media marketing approach could make a big difference and help your private practice grow by bringing in new patients.[/colored_box]
Are you disappointed about the lack of success you’re having with Facebook? Perhaps you only have a few people liking your page or nobody is talking about your practice.
If your Facebook activity leaves much to be desired, don’t get disheartened.
It takes time to build and grow a loyal following of fans and to create a community. Social media marketing takes patience and long-term thinking, but the investment in time and effort certainly pays off when it is done well. That is why so many small physical therapy practices are willing to invest in marketing on social media sites such as Facebook: because they see great rewards from it.
Here are 5 main reasons why your Facebook campaigns may not be working for you and how you can make them right:
1. You Don’t Have a Social Media Strategy
Some private practices set up a Facebook page because they know their patients expect them to have one or because their competitors have one. But when asked what the goal of their Facebook page is, they don’t really have a clue. So, let’s think about your Facebook page for a moment:
Do you want to get more likes?
Do you want your Facebook presence to increase awareness about your practice and the services you offer?
Do you want to increase sales?
Your reasons for having a Facebook page could be one, two or all three reasons, but whatever you want to achieve, you need to have a concise goal and plan of action. Knowing what you want to achieve will help you to determine what tools and marketing strategies you need to use in order to make it work.
2. You Don’t Update Your Content Often Enough
After the initial novelty of having a Facebook page wears off, many small practices sadly neglect them a month or two down the line. Then, because they aren’t seeing any results from Facebook, they claim that it doesn’t work.
It’s important to remember the only reason anybody would ever want to visit your Facebook page is because of the content. Simply put, if you don’t post anything, then nobody will bother to visit your page. Even if the content you posted a few days, weeks or months ago was fantastic, you can’t afford to rest on your laurels. We live in a fast-paced world where information quickly becomes outdated or people just move on to the next big thing, so it’s vital that you post often. But how often? At the very least, it should be once a day, but four or five times a day would be better. Follow some of the big companies and study how they engage their followers by adding quick pithy posts that grab the attention and encourage commenting.
3. Yawn…Your Posts Are So Boring!
If you look at the posts big companies and savvy business owners add to their pages, their content is light-hearted and fun. It entertains their followers so they keep coming back for more. They give away coupons, have contests and engage their fans. That is the secret: providing content your followers want to read. When people visit your page, they don’t want to read sales promotions or posts all about you. It needs to be fun and interesting.
So as the owner of a private physical therapy practice you could:
Post videos of patients who were satisfied with the treatment they received
Blog about important physical therapy news to educate patients
Describe some of the most common treatments offered by your practice; you can include video of some of these treatments too
Introduce your staff in a fun way to help patients better connect with them
Include pictures or videos showing people around your practice
The list is endless but you can see how you need to make the content relevant to your practice, but at the same time interesting enough to engage with your followers and get them talking about you.
4. It is all text and you don’t include photos or graphics
Visual content is essential on Facebook. Visitors literally only have a minute or so to visit your page, so if you are posting long messages people are not going to read them, no matter how interesting or informative they might be.
[note_box]To be successful on Facebook it will be worth your while to invest in posting your own good quality pictures that attract attention. These can be about your practice or service, so include photos of your premises, your staff, and the results of treatment. You can even visit sites like Pinterest and re-pin images that you find to your Facebook page. Again, look at how other companies use images for inspiration.[/note_box]
5. Your Facebook Page is Anonymous and Your Brand is Invisible
Facebook is extremely popular. It enables you to reach a huge worldwide audience and it would be a crime to not use it to its full potential by not clearly branding your page.
By having a clearly branded page and addressing the previous four issues, your Facebook campaign will be far more successful and you will increase your chances of attracting more loyal patients over time.
If you need help and want to learn more about how to use Facebook to your full advantage so that you too can bring in more patients on a regular basis, contact us at E-Rehab so we can share some additional Facebook tactics with you and help you create a laser targeted branded page.
This will help your practice engage more with a wider target audience and encourage them to spend more time on your profile. Call us for some exciting advice that will transform your online presence and attract extra patients to help your practice grow.
I created a brief video that I think you will like. There’s a little-known feature on Facebook business pages that you should use to spread the work about your physical therapy practice.
Some of the private practice clients we speak to have spent huge amounts of money on their websites, but are still unhappy with the results. The majority don’t do anything about it, as they think it is going to incur more huge expenses and make the assumption that having a better website actually means having to start creating a brand new website from scratch.
In some cases that might be true, but from our experience, just a couple of tweaks here and there are enough to make the difference between a site being successful or not.
If your concerned that your physical therapy practice’s website isn’t attracting enough visitors and new patients, here’s a list of our top 13 quick fixes that have converted non-performing websites into 24-hour sales machines:
1) Have a Call to Action on Every Page
Every single page on your website needs to be working for you by making every visitor take some sort of action. For example, you might want them to give you a call, leave a testimonial about successful therapy, watch a video or leave a comment.
Whatever it is, make sure you tell them what it is you want them to do. Make it easy for them. The last thing you want is for them to be wondering what to do. Don’t assume that they know what to do, even if you think it’s perfectly obvious. Tell them instead.
2) Put Your Phone Number on Every Page
Although this might seem like common sense, it is surprising to see how many companies bury their phone number deep within a site, making it hard for potential customers to contact them.
[note_box]In a lot of cases, visitors have actually come to the site to look for your phone number, so don’t make them hunt for it. Putting it at the top right hand corner is best, but you can also put it in the footer of your site. Remember, patients are visiting your website to find you, contact you, and get directions to your office. Make your contact information easy to find. [/note_box]
3) Add an ‘About Us’ Page
“About Us” pages often help customers better decide who you are and whether or not they want to take their business to your practice.
Whether they are a businessperson or a consumer, when a person selects a company to do business with, they like to know a bit about their background, so don’t be afraid to give your visitors a brief history that will help them better understand what your practice is all about.
NOTE: The Staff page and About Us page serve different functions. On the staff page, adding photographs of you and your team with short bios about them, helps you and your clinicians become real people, not just a faceless practice.
Listing your experience and credentials is important, but also engage your visitors, tell them a bit about your hobbies, your family life and things you like to do for fun. Letting the visitor see the real you builds their confidence and trust when doing business with you.
4) Add Your Opening-Closing Hours
There is no such thing as typical opening hours these days, so you need to tell your visitors when you are available.
Making your business hours known is very helpful to patients and can solve their frustration if they visit or ring you when you are not open.
5) Don’t be Afraid to Use Big Bold Images
Images speak louder than words. The Internet is very visual and people respond well to images, so include images on your site that a potential patient will engage with.
You don’t have to spend a fortune on fancy graphics. Simply take pictures of your team in action performing therapy on other patients, shots of your local area, your premises, recent community or team events you all have participated in.
All of these things help to engage your patients and lets them know more about you and your practice.
6) Make Your Site Mobile-friendly
Mobile is huge. Thirty percent of your visitors are using smart phones and with over 200 million in use in the States today, more and more people will be visiting your site via their smart phone or tablet.
You need to make sure visiting your site on a mobile device is an outstanding experience. Sites that are not optimized to be seen on tiny screens can be frustratingly difficult to navigate around for your potential patients. They won’t persevere, they will simply move to another site.
There are a number of ways to make your site mobile-friendly and we will be happy to give you advice on that.
7) Add Success Stories
Your existing patients are a huge asset to your practice. They can provide real-life case studies and testimonials that will inform potential new patients of how successful their treatment was, how you saved them time and money or how knowledgeable and efficient your staff is.
How do you get testimonials? Just ask right after you receive a compliment. Most patients will be more than happy to oblige if you ask them.
8) Match Your Company Branding Always!
For continuity and to help create instant brand awareness ensure your online presence matches your bricks and mortar business. It helps patients to both recognize your practice and to remember you.
9) Take Off the Music
Do you enjoy listening to elevator music? Probably not. Neither do your patients. Never put music on your website. It isn’t relaxing or funny. It’s just annoying. Just because you can do it, doesn’t mean that you should.
Remove anything that might appear annoying to your customers (music, flashing images, etc.) or anything that might distract them from doing what you want them to do: navigate your website, get a good impression of your practice, and hopefully commit their business to you.
10) It’s Time to Get Social
Have you embraced social media yet? Your patients sure have. They interact with thousands of people on the Internet all the time and are very influenced by it. People listen to other people’s recommendations and are interested in their like and dislikes.
If you haven’t already done so, it’s time your business went social. Get started with a Facebook page or a Twitter account. Focus marketing on that platform, and then move on to another network.
We know it can be quite daunting, but we have some great tips for you, so please contact us at E-Rehab or read other blog posts on the subject if you want to know how and where to get started.
11) Be an Authority Website – Add a Physical Therapy Library and More
If you want to be known as an authority site in physical therapy, add some resources to your site that show potential patients how well-versed you are in the field.
These resources could be reports, research papers, infographics, helpful physical therapy website links, videos and more. They all add credibility and will encourage visitors to buy from you rather than from a competitor.
12) Know Your Site’s Main Purpose
So many businesses forget about this. All they know is they need a website, so they just slap one up without thinking about who the target audience is, how they will use the site, and what their objectives are when visiting your website.
Ask yourself: Who will visit your website? Why do you have/want a website? What do you want visitors on your site to do?
Spend some time thinking about your answers, then make it your top priority to see that your website accomplishes that goal.
NOTE: Avoid putting your mission on your home page. Put some additional thought into it.
13) Start Again from Scratch
While starting again is not ideal because it takes a lot of time, money and resources, sometimes a site is so badly designed that you have no other choice.
For example, if you have an old site that was set up in the 90’s, it probably looks old and dated by now. Starting again with brand new technology and a new fresh design, instead of trying to patch up the old site, could be a smart move and pay for itself many times over.
Even if you have zero tech skills, you can still determine your site’s purpose and what you want it to do. Sketch out a quick design, along with a plan of what you would like the site to accomplish, then hire a team of professionals who can make it happen.
[colored_box variation=”steelblue”]
Take Home Message: Hire a Professional
The Internet has changed so much in recent years. What worked well five or 10 years ago doesn’t work now.
If you have been looking after your site yourself, or used an unprofessional friend or relative to create your site, it may well be worth calling on our professional services at E-Rehab to come in on the project. Not only will we bring in fresh new designs, but we’ll also share our experiences, expertise and creativity to improve your website. That is what we do. Not only can we give your site a fresh new look, more importantly, we share our marketing skills to make sure your site converts customers 24 hours a day.
Even just applying one or more of the tips here will have a significant effect on your site and increase your business profits. Simply pick a couple that you can identify with and make the changes to your site.
Don’t forget that at E-Rehab we are always here if you want any website or marketing advice, and we help take physical therapy websites and physical therapy private practice to the next level.[/colored_box]
Smart Phones Have Transformed the Way We Communicate
If you haven’t already noticed by now, smart phones and tablets are drastically changing the way that we interact with the world. Currently, 9 out of 10 new phones being sold is a smart phone, and if you happen to one of the minority that doesn’t have one at the moment, chances are likely within the next 12 months your contract will expire, and the next phone get will likely be a smart phone.
Taking note of this fact and capitalizing on it can change the way you communicate with your patients, and if it’s focused on carefully, can actually improve your web presence and improve the business of your practice.
When It Comes to Physical Therapy Newsletters, a Typical Viewer is a Smart Phone User
To illustrate how important communication with your patients is, try and picture an average smart phone user:
Rachel is in her mid-thirties and she has owned a smart phone for 8 months. She uses it every day for things like changing her Facebook status and to Tweet about the movie she saw the evening before. She will check the weather, text her friends, watch a funny YouTube clip, read her e-mails and take a photograph, all while she drops off the kids to school, picks up a latte, walks to the office, and buys her lunch.
There is so much information on Rachel’s smart phone fighting for her attention. In fact, there is so much competition that nothing wins her undivided attention for long. So if you want your message to grab her attention, you need to use smart tactics.
The rules have dramatically changed and you need to know them in order to win and get someone like Rachel to visit your practice. Here are some winning tactics to help you to do that:
Winning Tactic Number One:
Come Up With a Strong or Catchy Pre-header
When Rachel receives your e-mail on her smart phone, her eyes will quickly scan her inbox and she is going to see three things right away. The first is who the email is from (you), the second is the subject line and the third thing she is going to see is your pre-header. The pre-header is the first few lines of your e-mail, and it’s this section that will determine whether or not Rachel is going to open your e-mail or not. In fact, if it doesn’t grab her attention or interest her, she might even decide to delete it without opening it.
Your goal is to get Rachel to open your e-mail based on what she reads in your pre-header. To achieve this, you need to come up with something catchy and interesting. It doesn’t have to be cute or too clever for its own good, but it should be inviting. It should make Rachel want to open up the e-mail to see what else you have to say.
Winning Tactic Number Two:
Make Sure it Looks good on Rachel’s Smart Phone
Your e-mails are not going to look the same on everybody’s smart phone. In fact when Rachel opens up the e-mail, she might find that the image in your e-mail has not loaded properly, or you have used a double columned newsletter format that is difficult to navigate on her phone because it has been shrunk to fit on to her screen. Perhaps you put three links in your email and they have stacked one on top of the other, making the middle one impossible to open. This can be frustrating to someone like Rachel.
You don’t want Rachel to encounter any of these problems, so the best way to avoid them is to check what your e-mail will look like on a variety of mobile devices beforehand. Your web site designer or offline consultant will know how to do this, and will provide demo versions for different mobile devices. This will ensure that your e-mails are understandable, readable and clickable, no matter what screen Rachel uses.
Winning Tactic Number Three:
Make it Short, Sweet and Easy to Share
Rachel never stops. She is always on the go. This means she won’t have time to read your e-mail if it is the same length as War and Peace. You need to keep your e-mails short and sweet. The best way to do this is have a tightly focussed call to action in the e-mail that makes it easy for Rachel to respond to. Briefly state a bit about your practice and how you can be of service to Rachel if she happens to have an injury or has been experiencing any nagging pain that she’d like to get checked out.
Remember, Rachel, like so many of your other potential patients, is part of a highly connected network of people who are all within a click of her phone. She might even be one of those who is addicted to Facebook and Twitter and posts regularly, which can be of a great benefit to your practice.
By reaching Rachel with your mobile marketing campaign, you can reach all of her friends and family too, but only if you know how to play the game and employ the tactics revealed here. Hone in on your e-mail marketing skills, target smart phone users, and you’ll be sure to bring in more business to your private practice.
Winning Tactic Number Four:
Make it Transactional Think about how you can use email to complete something that will improve your customer service. Here’s how we approach it. The E-rehab.com Physical Therapy Newsletter System is designed to help educate and improve the customer experience. Newsletter 1 is a welcome message with links to downloads and patient education. Newsletter 2 is a thank you message and addresses some of the most common concerns patients have with billing and scheduling. Newsletter 3 can be a survey to gather customer feedback. Newsletter 4 and beyond helps our clients stay in touch with their customers/patients.
Make sure you take advantage of rich media as well. For example, provide them with a high-quality video that enables social shares, offers great interactivity, and the make sure the message can be re-purposed across multiple marketing platforms like G+, Facebook and Twitter.
[note_box]The popularity of smart phones and tablets means that we rarely read our e-mails on our desktop or laptop computers anymore. Instead, e-mails are usually read right at our fingertips due to the convenience of a smart phone.[/note_box]
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MSS Mastermind
If someone were to do an online search on your physical therapy practice, what would they find?
Why is it that some websites consistently bring in new business, day in and day out, 365 days a year, while others just sit there, lost in cyberspace, not earning a single penny?
