Transform Your Homepage into a Patient Magnet: Copywriting Essentials for Physical Therapy Website Home Pages

Complexity Results In Confusion, And Confusion Means You Get Nothing Done – Start With This For A Quick Win

Navigating the complex world of digital marketing can be confusing.  For a practice owner, there are constant distractions, this company promising 30 new patients, that company promising double digit growth etc.  For a small practice owner, the key is leveraging your money to buy the time of other niche experts.  One example of this is physical therapy website design and development – one of the core services here at E-rehab.com .

Understanding your market’s fundamentals, like how they use the web to find you and become a new patient, and implementing the right strategies can significantly amplify your success and save precious time.

PT practices on average get about 150 visitors to their website every month.  Converting more of those viewers to patients (i.e. conversion rate optimization), is an easy way to generate more new business without breaking the bank.

Focus On Your Home Page To Increase Conversions

In the past, I’ve talked about Donald Miller’s copywriting strategy that he discusses in Marketing Made Simple.  In this post, I’m going to delve into a slightly different way for practice owners to think about how they can write good copy for their home page…the most commonly visited page on your website (and therefore, the most important).

The Important Sections Of The Physical Therapy Website Home Page From Top To Bottom

1. The Hero Section: Your Digital Handshake
Your website’s hero section is the virtual equivalent of a firm, warm handshake. It’s the initial interaction a potential patient has with your physical therapy website, and it sets the tone for their entire experience. Ensure this section succinctly communicates who you are, what unique benefits you offer, and how potential patients can engage with your services. A compelling headline about what you offer, a subheadline about the main benefits of your services, and a clear call-to-action (CTA) are not just elements; they are your first conversation with a potential patient.

2. The Problem Section: Addressing Pain Points
Understanding and articulating your clients’ challenges resonate more than listing services. Your website should empathize with the common issues your patients face, be it chronic back pain or post-surgical rehabilitation needs. This section is about connecting at an emotional level, showing that you not only understand their struggles but also have the expertise to alleviate them.

3. The Solution Section: Showcase Your Expertise
After highlighting the problems, it’s time to present your services as the antidote. Detail how your approach to physical therapy can transform your patients’ lives. Be specific about the benefits of choosing your practice. This could be your innovative treatment techniques, your personalized care plans, or your supportive, experienced staff.

4. The Journey: Guiding Through the Process
Like a treasure map, your website should guide potential patients through their care journey. Outline the steps from the initial evaluation to the completion of their treatment plan. This not only demystifies the process but also builds trust. Transparency in your service delivery process reassures potential patients that they are in capable hands.

5. Social Proof: The Power of Testimonials
Leverage the power of social proof. Share success stories, testimonials, and case studies. Let your satisfied patients speak for you. Seeing real-life examples of how your services have improved others’ lives can be a powerful motivator for potential patients to choose your practice over others.

6. The Call to Action: Nudging Towards the Next Step
Every section of your website should have a purpose, driving visitors towards a decision. A well-placed CTA can make the difference between a visitor and a patient. Whether it’s scheduling a consultation or simply making a phone call, make sure your CTAs are clear, compelling, and lead to a straightforward next step.

7. Let Them Know How They Can Pay For Your Services

Let’s face it, health care is expensive. Your website should communicate how patients are expected to pay for services.  Do you take insurance?  Are you in-network? Are you a cash-based practice?  Let patients know how they will pay for your services and it will bring them one step closer to becoming a new patient.  Note, make sure not to include too much information.  You don’t want to dissuade a viewer from calling.  Detailed money discussions are best done over the phone.

Reminder - You Provide Exceptional Value, But You Have To Sell It
There are literally hundreds of research papers that suggest that physical therapy is the best first choice for musculoskeletal disorders. If you haven’t read the information at valueofpt.com, it’s worth a read.  It’s a great refresher of how we can save patients time, money, and help them get back to enjoying life again.

Crafting the copy for your physical therapy private practice website is more than just listing your services. It’s about creating a journey for your potential clients, one that acknowledges their pains, presents solutions, and guides them towards a healthier future.

By integrating this approach, you can create a website that not only stands out but also effectively converts visitors into patients Remember, in the digital world, your website is your storefront, your receptionist, and your best salesperson all rolled into one. Make every pixel count!

Want An Expert To Do All This Work For You?
That’s What We Do Here At E-rehab.com. Contact Us At (760) 585-9097 or Click Here To Request An Appointment

UGC – An Advanced Physical Therapy Marketing Tactic

One Tactic that You Should Include in Your Physical Therapy Marketing Mix – UGC

User-generated content (UGC) can be a powerful tool for building brand loyalty and increasing engagement, especially in a profession as impactful as physical therapy. Given that physical therapy is often the best first choice for addressing pain and musculoskeletal disorders, it’s crucial to communicate this message effectively to your target audience of seniors aged 55 and above. Here are eight UGC ideas tailored to your client’s needs:

1. “My Journey to Mobility” Video Testimonials

Encourage satisfied patients to share short video testimonials detailing their journey from pain to mobility through physical therapy. These real-life stories can resonate deeply with seniors who may be facing similar challenges.

2. Before-and-After Photos or Videos

Patients can submit before-and-after photos showcasing their progress, such as being able to walk without a cane or lifting an arm after shoulder surgery. These visual stories can be compelling proof of the efficacy of physical therapy.

3. Pain-Free Golden Years Social Media Challenge

Create a hashtag like #PainFreeGoldenYears and invite seniors to share their tips and experiences for maintaining a pain-free life through physical therapy. The best entries could win a free consultation or a set of resistance bands, for example.

4. “Ask a Therapist” Q&A Sessions

physical therapist teaching patient about ankle pain

Hold monthly live Q&A sessions on social media platforms where seniors can ask questions about physical therapy, and have real therapists answer them. Encourage participants to share these sessions, thereby spreading valuable information.

5. Community Exercise Challenges

Initiate a monthly exercise challenge focused on a specific area like “knee strength” or “back flexibility.” Participants can share their progress and tips, creating a supportive online community.

6. “Therapy Thursdays” Blog Posts

Invite patients to write guest blog posts about their physical therapy experiences, what they learned, and how they improved. This not only provides valuable content but also makes the patients feel like valued members of the community.

7. Spotlight Local Heroes

Feature stories of local seniors who have significantly improved their quality of life through physical therapy. These can be shared as blog posts, social media updates, or even short documentaries.

8. Virtual Workshops/Webinars

Host virtual or in-person workshops on topics like “Managing Arthritis” or “Improving Posture in Your Golden Years.” Encourage attendees to share their key takeaways and how they plan to implement them in their lives.

Focus on Engaging Your Community to Build Your Practice’s Brand Name

Each of these ideas serves dual purposes: they provide valuable information to your target audience while also encouraging interaction and engagement. By implementing these UGC strategies, physical therapy practices not only boost their online presence but also establish themselves as a trusted resource for seniors seeking to improve their quality of life through physical therapy.

Unmasking the Secrets of Physical Therapy Marketing: Know When Numbers Can Deceive

 

For most physical therapy private practices, and in fact, most healthcare businesses in general, new evaluations are the practice’s lifeblood. Indeed, you’ve probably heard the saying, “There are only three ways to increase revenue – more new patients, more visits per patient, and getting paid more each visit.” 

Marketers know this and pledge to contribute to a practice’s growth, often using statistics or impressive numbers to substantiate their claims. As the saying goes, “Numbers don’t lie.” But what if some marketers are misusing numbers to paint a rosier picture than reality presents?

Let’s use an imaginary physical therapy digital marketing agency, Acme Marketing, as a case study to understand how marketing outcomes can be skewed to encourage trusting PT business owners to pay for services that don’t generate the promised returns. 

Understanding Correlation vs. Causation 

Acme Marketing enjoys attributing any business success to its services, irrespective of whether it contributed to that success.

They state: “Within six months of implementing our marketing program, ABC PT doubled their new patient acquisitions.”

This statement might have you believe Acme Marketing is exceptional. But what if ABC PT expanded into a new location that attracted high foot traffic and lacked competition?

The assertion of causation based on correlation (X resulted in Y) should invite skepticism and a deeper inquiry into other potential contributing factors.

A correlation can signal four scenarios:

  1. X caused Y
  2. Y caused X
  3. A completely unrelated factor, Z, led to X or Y (like opening a new clinic, in our example)
  4. No causal relationship exists
Take-home Message:
Be alert to misleading correlations that seem to suggest causation but are, in fact, unrelated or influenced by a third, unmentioned factor.

Deciphering Data Visualizations: A Double-Edged Sword 

Data visualizations aim to simplify complex data. However, they can distort information just as efficiently. Let’s explore a couple of ways this could happen.

The Truncated Y-Axis

One common manipulation method is truncating the Y-axis in a graph or chart. The brain expects the Y axis to start at 0 and end at the highest number. Let’s see what happens when this expectation is violated. Suppose your practice spends $500/month on marketing, and

Acme Marketing proposes a program that costs $2000/month plus the existing ad expenditure.

At first glance, the growth seems remarkable. But note the truncated Y axis, starting at 4.70%, which amplifies minuscule increases to appear more significant. Also, note the tiny range (increasing in 0.10% intervals) on the Y-axis.

Let’s Look at the Data with a Change to the Y-Axis and 1% Point Intervals

How likely will you now spend an extra $2000/month on this program?  The answer is that it depends on the true number of new patients represented by a 0.10% percent in patient volume each month.  Is 0.10% growth equal to 3 additional new patients per month or 30?

Take-home Message:
Beware of misleading charts. The narrower the Y-axis range, the more dramatic the results seem.

The Case of Missing Data

Marketers might manipulate data by omitting unfavorable details. Acme Marketing, for instance, might exclude information that contradicts the narrative they want to promote.

The chart initially presents Acme as a no-brainer solution until you discover what they didn’t include: the cost of the new program and its implementation.

To get a fair comparison, we need to consider these numbers:

  • Current marketing cost = $400/mo. or $4,800 per year.
  • Acme plan costs $1500/mo + ad spend of $1500/mo = $3000/mo.
  • Acme plan also requires a $5000 investment over the first three months to build out the sales funnel.
  • The annual cost per new patient before Acme plan = $4800/131 new patients = $36.64/per new patient
  • Annual cost per new patient after Acme plan = $41,000/180 new patients = $227.78/per new patient

Once you factor in these costs, the new patient acquisition costs with Acme turn out to be 522% more than the marketing investment before the implementation of Acme’s marketing program. 

At that cost of acquisition (i.e. $227.78/new patient), it eats up all of your profit from each new patient acquired, and it’s highly likely that this marketing program is operating at a loss.

The decision now seems clear.

Take-home Message:
When calculating ROI, ensure to factor in both the ongoing investment and the implementation costs for an accurate opportunity cost calculation.

Acme Marketing Company Promotes Outlier Case Studies

Here’s a typical example: If 99% of companies saw less than 15% growth in new patients with Acme’s plan, but one company experienced a doubling of new patients, the latter would become the case study, skewing the perception of potential success.

Case studies should represent a typical scenario, but a common practice by some deceptive marketers is to select outliers that skew results positively. 

Note, that Polly PT has only been in business for 6 months.  How many new patients was she seeing each month for the first six months?  Context matters.

Take-home Message:
When assessing a case study, bear in mind that it might present an outlier. Always request the mean average for a more accurate picture.

Unraveling the ‘Average’ Mystery

From school, we know the term “average” might be misinterpreted to represent the mean, median, or mode. But when marketing data only includes the mean, the overall picture can be distorted.

Let’s review how to calculate the average, median, and mode

The Average is the arithmetic mean and is calculated by adding a group of numbers and then dividing by the count of those numbers. 

The Median – Arrange the data points from smallest to largest. If the number of data points is odd, the median is the middle data point in the list. If the number of data points is even, the median is the average of the two middle data points in the list.

The Mode is simply the number that occurs most often in the series.

Take a look at this chart:

Average = 19
Median = 11
Mode = 6

If the breakeven point of Acme Marketing’s strategy for your practice is 12 new patients per month, and you are told the average number of new patients per month from Acme’s marketing strategy with other practices is typically 19, you could make a very costly decision…one that could put the practice in a financially difficult position.

In other words, if you only looked at the red line or the average, you might think that you’re likely to get about 19 new patients per month. Knowing the median and mode demonstrates that the most common number of new patients is 11, and 8 out of 12 practices got less than the average number of new patients per month.

The Allure of Cumulative Numbers

Big numbers are compelling. But without context, they can be misleading. When a company like Acme touts a large cumulative number without a date range or averaged results, tread carefully.

Over 100,000 have connected to PTs with our Acme promotional program.” Over what time period is what you should be asking?Debbie Millman

Marketing Numbers are Important, but View Them with Healthy Scepticism

This article isn’t meant to deter you from investing in sales and/or marketing. On the contrary, without investing in a marketing system, PT practice owners will struggle. Nevertheless, you must equip yourself with the skills to interpret the data you receive and make informed decisions about your marketing investments. 

Here are Some Final Thoughts

  • Researching before signing a contract
    (BTW, E-rehab doesn’t have any contracts), 
  • Consider the company’s reputation
    (E-rehab has a 98 Happiness Score, over 360 Google reviews, and 20+ years of experience)
  • Don’t be embarrassed to ask the hard questions,
    (We love questions, transparency, and setting real expectations)
  • Seek feedback from others.
    (We are happy to provide references) 

These steps can reveal potential blind spots and expose hidden data that could guide you in making more intelligent decisions.

Have Questions About Physical Therapy Marketing?
Click Here to Schedule a Time with Us.

Chat GPT and Physical Therapy Marketing – We’re Just Getting Started

This Post was Written (for the most part) by Chat GPT

 

In today’s tech-driven world, we’re constantly hearing about AI or artificial intelligence. But what is AI, and how is it shaping the future of marketing, specifically in the physical therapy realm?

Artificial Intelligence, or AI, is a branch of computer science dedicated to creating systems capable of performing tasks that typically require human intelligence. These tasks could include understanding natural language, recognizing patterns, solving problems, or learning from experience. AI is powered by algorithms and large amounts of data, allowing it to process information and make decisions in a fraction of the time a human could.

One of the most remarkable implementations of AI is ChatGPT, a conversational AI developed by OpenAI. Short for “Generative Pre-training Transformer”, GPT was trained on a vast amount of internet text, and can generate human-like text based on the input it’s given.

Now, how is this relevant to physical therapy marketing? Well, imagine having a virtual assistant that works round-the-clock, responding to patient inquiries, generating engaging social media content, reaching out to prospective clients, and even crafting personalized treatment plans. That’s the potential power of AI and ChatGPT.

Here are 15 ways you can harness this advanced technology to elevate your physical therapy practice.

First you need to visit the website – chat.openai.com .  From here, you need to sign up for the service – I recommend using a gmail account so you can simply sign into Chat GPT through your Google account.

Generating text from Chat GPT first starts with you typing in/Prompting the AI to perform a task.

This was my prompt:
Act like an expert copywriter that understands Chat GPT and AI. For the target audience of physical therapy practice owners, create a blog post that’s at least 500 words long. The topic of the blog post is 15 Ways to Use Chat GPT for Your Physical Therapy Marketing. Then give me 15 ways that a PT practice can use AI/Chat GPT to help promote their physical therapy private practice online, offline, to physicians to generate referrals, to past patients, and to get patients to refer too.

Here’s Chat GPT’s Response:

Physical therapy practice owners, brace yourselves for the future of marketing. It’s here, it’s smart, and it’s called ChatGPT – an advanced AI that’s set to supercharge your marketing efforts. Here are 15 ways to leverage this incredible technology to elevate your practice.

  1. 24/7 Customer Service: Deploy ChatGPT to provide immediate, round-the-clock support to prospective patients. It can answer questions, provide information, and guide them through booking appointments.
  2. Automate Social Media Engagement: Engage with followers, answer questions, and maintain a consistent presence on your social media platforms. This keeps your practice top-of-mind for when those followers need physical therapy services.
  3. Email Campaigns: Use ChatGPT to write compelling content for email newsletters and campaigns. It can also handle automated responses, increasing engagement with minimal effort.
  4. Manage Online Reviews: ChatGPT can monitor and respond to online reviews, providing personalized responses that show you value feedback and improve your online reputation.
  5. Educational Blog Posts: Utilize the AI to draft educational content about physical therapy. This helps in establishing you as an authority in the field and aids in SEO efforts.
  6. Optimized Website Content: AI can create keyword-rich content for your website, improving your search engine ranking and increasing your online visibility.
  7. Telehealth Chat Support: As telehealth services grow, use ChatGPT to provide real-time chat support during online consultations.
  8. Physician Outreach: ChatGPT can assist in drafting personalized, persuasive outreach emails to physicians, encouraging them to refer patients to your practice.
  9. Patient Follow-ups: Automate follow-up messages with ChatGPT to ensure patients are progressing well post-therapy and to remind them about future appointments.
  10. Patient Testimonials: Use AI to craft compelling narratives from patient testimonials. These stories can be used across your website, social media, and email campaigns.
  11. Referral Program Promotion: Leverage AI to promote your referral program, explaining the benefits and how it works to your existing patients.
  12. Local SEO Content: Generate location-specific content for your website to rank higher in local search results, drawing more patients from your community.
  13. Offline Marketing Material: Create compelling brochures, flyers, and posters with the help of AI. It can generate eye-catching copy that speaks directly to your local audience.
  14. Health and Wellness Tips: Use ChatGPT to provide regular health and wellness tips across your digital channels. This will keep your audience engaged and your practice relevant.
  15. Personalized Treatment Plans: Allow ChatGPT to generate initial treatment plans based on patient input. This will showcase your practice’s personalized approach and advanced tech capabilities.

The power of ChatGPT is immense and vastly untapped in the world of physical therapy marketing. By leveraging AI in your marketing strategy, you’ll engage with your audience more effectively, stand out among competitors, and ultimately drive more patients to your practice. It’s time to step into the future of marketing.

So, all of the content above the horizontal line above was written by Chat GPT.  It’s interesting for sure and improving at such a rapid rate that it will have a significant impact on what we do in the not too distant future – think months, not years.

ONE QUICK NOTE: if Chat GPT does write something you are interested in but it’s incomplete or too vague, prompt the AI to expand on it.  If you don’t like the result, ask it to rewrite it.  There are endless ways you can use the technology. Start playing with it.

Chat GPT is Only as Good as the Prompt…and Doesn’t Know the PT Market Very Well

Most of the tactics were general in nature.  For example, “Leverage AI to promote your referral program…”.  You would have to ask for considerable clarification, specific examples, and even then, you’d need to find software to help with this.

Nevertheless, when it comes to writing content, Chat GPT can write as good or better than most humans, certainly faster, and provides a great starting point for a number of communications that you may need for your practice marketing strategies.

 

5 Physical Therapy Private Practice Marketing SOPs for Online Marketing Success

In today’s fast-paced digital landscape, having effective marketing strategies is essential for the success of your practice. To ensure consistency and efficiency in your marketing efforts, it is crucial to implement standardized operating procedures (SOPs).

In this blog post, we will explore the importance of SOPs and delve into five essential SOPs for your physical therapy private practice’s online marketing success.

What is an SOP and Why is it Important?

Standard Operating Procedures (SOPs) are documented guidelines that outline step-by-step instructions for various processes within your practice.

SOPs ensure consistency, streamline operations, and facilitate training for your team members.

By creating SOPs, you establish a framework for successful marketing campaigns, minimize errors, and maximize your practice’s potential.

Now, let’s dive into the five SOPs for your physical therapy private practice’s online marketing success:

1. Building an Email List SOP (E-rehab offers 2 ways to do this):

 

Building an email list is the cornerstone of effective communication and patient engagement. Implementing an SOP for collecting or importing email addresses into a marketing system will allow you accomplish a number of key marketing objectives like:

  • Building a targeted list,
  • Communicate with past patients,
  • Share information about the practice
  • Educate patients about current services, and
  • Stay connected with them in the future.

Ensure your SOP includes clear instructions for logging into secure accounts, processes for collection of email addresses, and segmentation to match the message with where patients are in the buyer’s journey.

E-rehab offers this functionality and it requires no more than 8-seconds per patient.  So, make sure you are using email marketing and have an SOP to implement this strategy.

2. Asking Patients for Ratings and Reviews:

97% of consumers read ratings and reviews and they read your reviews too.  Patient testimonials and reviews are powerful marketing tools that establish trust and authority for your practice.

An SOP for requesting patient ratings and reviews is essential. This SOP should guide your team on how to set expectations that you are going to ask patients for a review, the appropriate timing for requests, provide them with clear instructions on where and how to leave reviews, and how to use technology to connect your patient with a review site like Google or your website.

By incorporating ratings and reviews into your marketing strategy, you can enhance your online reputation, boost search engine optimization (SEO), make your practice look more attractive for potential new hires (after all, who wants to work at a clinic with no reputation), and leverage social media to attract new patients.

3. Establishing Review Goals and Incentives:

One way to ensure success of your reputation marketing program is to have the right SOP to make sure you are capturing reviews over a long period of time.

Here’s what this SOP should include:

  1. First, create monthly, quarterly, and annual ratings & reviews goals.  This crucial for tracking and measuring the success of your practice’s online reputation management.
  2. Aim for at least half of your patients to be able to write a Google review.
  3. To encourage your staff to follow the SOP, incentivize them by offering a $10-$20 bonus for each review they generate.
  4. Celebrate each employee’s success at company meetings to reinforce the importance of reviews and foster a positive culture of engagement and excellence.

4. All of Your Staff Need to Know – Who You Serve, What You Do, How & Why You Do It

You need an SOP for informing and testing everyone in your company about who you serve, how and why you do it, and what your ideal target market is.  From here, you can create messaging – an elevator pitch/one-liner/or talking logo.

Define your unique value proposition, articulate your core values, and what messaging you’ll be using to position your practice in your community and deliver it through your website, social media, and patient communication materials.

Where should you start? Follow Donald Miller’s concept of a Brandscript, as outlined in his book “Building a StoryBrand”, to craft a captivating practice mission.

By effectively sharing your mission, you establish an emotional connection with patients and differentiate your practice in a crowded marketplace.

IMPORTANT: you need to periodically test your staff – ask them to deliver your elevator speech/one-liner/talking logo to you.

5. Monitoring Key Performance Indicators (KPIs):

To gauge the effectiveness of your online marketing efforts, it is crucial to regularly monitor KPIs and metrics. Schedule monthly meetings with your digital marketing agency to review these metrics and discuss strategies for improvement.

Key metrics to monitor include website traffic, email open rates, the number of appointment requests from digital directories, and the effectiveness of Google and Facebook Ads.

Action Item:
Block out 15 minutes every month to review this data. If you notice anything unusual, find out from your marketing agency (e.g. E-rehab) what might have caused the change.

By analyzing these metrics, you can identify areas for optimization, measure the success of your campaigns, and make data-driven decisions to maximize your marketing ROI.

Wrapping It All Up

Implementing standardized operating procedures (SOPs) for your physical therapy private practice’s online marketing is a fundamental step towards achieving long-term success. By following the five SOPs discussed in this blog post, you can build a targeted email list, establish trust through patient ratings and reviews, set review goals, craft a compelling practice mission, and monitor crucial metrics.

Click the link to book an appointment with David Straight, DPT, and co-owner of E-rehab, who can help you implement these vital SOPs and take your practice to new heights!

Harness the Power of Online Local Directory Management for Your Physical Therapy Private Practice

This month we will explore the important physical therapy marketing concept of Online Local Directory Management and how it can help physical therapy private practice owners like you convert more online viewers to patients. In today’s digital age, it’s crucial for practices to optimize their online presence, and that’s exactly what Online Local Directory Management enables you to do.

What is Online Local Directory Management? 

Harnessing the Power of Your Geo-Targeted Digital Presence – Online Local Directory Management is the cutting-edge solution that takes your physical therapy private practice to new heights by strategically optimizing your brand’s online presence across all your locations’ local markets. It’s the key to enhancing your brand’s visibility, boosting search rankings, and providing your target audience with accurate information to engage with your clinic(s).

The Components of Online Local Directory Management

Managing Your Digital Fingerprint- With Online Local Directory Management, every aspect of your practice’s online presence is carefully managed. From monitoring your practice name, address, and phone number (NAP) to ensuring accurate business hours, we cover it all. We work diligently to maximize your local visibility, search placement, and reputation through effective management of directory listings, data aggregators, online review sites, and map listings.

The Synergy of Digital Presence Management – The Dynamic Duo of Local Online Marketing

Defining Digital Presence Management – Digital Presence Management is the comprehensive strategy employed to showcase your brand in the online realm. It encompasses various aspects such as website design, development, and maintenance, social media engagement, search engine optimization (SEO) with a local focus, pay-per-click marketing, and reputation management. By seamlessly integrating 1. Online Local Directory Management and 2. Digital Presence Management, we ensure your physical therapy practice thrives in the digital landscape.

The Legacy of Online Local Directory Management – from the Yellow Pages to the Digital Frontier

Embracing the Evolution from paper to Online Local Directory Management is not a novel concept; it has been around even before the internet era. Remember the Yellow Pages, mailers, billboards, and newspaper advertisements? While traditional offline marketing methods played a role, the advent of the internet revolutionized the way practices connect with patients. In today’s digital age, Online Local Directory Management and consistent citations are paramount to your success.

Schedule an Appointment Now or Call (760) 585-9097

Ready to harness the power of Online Local Directory Management and conquer the internet for your physical therapy private practice? Schedule an appointment now or call our experts at (760) 585-9097. Let us transform your online presence and unlock unprecedented growth opportunities.

At E-rehab.com, we pride ourselves on delivering an Online Local Directory Management solution that goes above and beyond. Our comprehensive approach ensures your business data is managed seamlessly across the most important interactive media channels, for all of your brick-and-mortar locations.

Physical Therapy SEO for Your PT Private Practice Website

 

In today’s competitive online world, finding a reliable and effective physical therapy SEO company can be hard. Unfortunately, many SEO companies just aren’t good enough, and their sub-standard methods can hurt your physical therapy clinic more than help it.

As an expert in the field, I’m here to tell you about the five clear signs of a bad SEO company that you should know about.

1. The “One-Size-Fits-All” Method

Be wary of SEO companies that say they can handle SEO for any business…in any market. SEO is a dynamic and complex process that has a lot of moving parts for different kinds of businesses (e.g. retail businesses, e-commerce, service area businesses, and bricks & mortar businesses [like outpatient PT clinics]). Look for SEO companies that focus on certain areas, like website design, conversion optimization, and customer service. By focusing on these key areas, you can ensure that your SEO efforts align with your general business goals.

2. Using Old and Outdated Physical Therapy SEO Strategies

Meta tags is a great example of an SEO ranking factor that used to be very important, but their value has decreased over time. If an SEO company talks to you a lot about meta tags, that’s a clear sign that they may be using out-of-date methods. A good SEO company knows that meta tags are only one part of an overall SEO plan. Instead, they will stress how important it is to have good content, a good user experience, and keywords that patients use that will actually convert your website viewers into patient calls & digital appointment requests. Look for an SEO company that stays up-to-date on industry trends and puts modern optimization methods at the top of its list.

3. Promises that You will be on the 1st Page of Google (especially if it is in a short time period)

Stay away from SEO companies that promise to get you on the first page of Google. Most of the time, these claims are false and confusing. Remember that the true measure of SEO success is getting targeted traffic to your physical therapy business and making money from it (not where you rank). Look for companies that focus on long-term growth tactics like content marketing, building links, and showing up in the maps listings. Showing up in the natural listings for service-based searches (like vertigo treatment near me) can matter too. Information searches like “back pain treatment in (your city)” are a waste of money in most cases. A trustworthy SEO company knows that it takes time, work, and a plan to get results that matter.

Bottom line, Google is constantly changing their algorithm and your top rankings today can be gone tomorrow – it’s part of the SEO game, and Google knows it.

4. They Old PT SEO Audit Report (Translation = It’s a Sales Report to Make You Think Something is Wrong)

If an SEO company gives you a generic audit report with generic advice, it’s important to understand that these are primarily sales tools to peek your curiosity (and make you think something is wrong).  As an agency that works only with small PT private practices, there are lots of similarities between businesses; however, a good SEO company will take the time to learn about your subtle nuances, your practice’s goals, target audience, and the landscape of your competitors. They create a plan for you that features your particular service expertise and helps you stand out from your competitors. Look for an SEO company that does more than just the basics and gives a personalized service.

5. A Website that Hasn’t Been Update in Years

An SEO firm’s website can tell you a lot about their company. Explore their website, read what they have to offer and consider some of the following:

  • Do they appear to be knowledgable?
  • Do they have an up-to-date blog?
  • Are they ranking for common search phrases?
  • What’s their mission?
  • Do they have great social proof & examples of success?

You can learn a lot by checking out the website and seeing where they rank with common search phrases. There are a number of tools you can use to look at their organic traffic numbers and get a sense of how knowledgeable they are.

Bonus Tip: Look for an SEO company that has worked with other clients in the physical therapy business and done a good job.

If you want your PT practice to do well on the search engines (Google is the big one, and arguably the only one that matters), you need to find the right physical therapy SEO firm. Keep the above points in mind, make sure that the firm demonstrates expertise in the PT niche, provides PT specific strategies, and good communication.

Let’s Connect and See How We Can Help Your Physical Therapy Clinic SEO

If you’d like to learn more about how E-rehab.com is helping PT practices with their SEO, give us a call at (760) 585-9097 or click here to schedule a time with us. 

Physical Therapy Website Design 2023 – Stick with a Good Story

 

About physical therapy website design in 2023 – think about the primary function of your website…it’s to sell, so the words matter when creating a 2023 physical therapy website design.

In the digital age we live in now, every physical therapy business needs a well-designed website. But your website needs to do more than just show off your services and skills. It also needs to convince people to become patients. One of the best ways to do this is to tell a story that your audience will remember and that leads them to your call to action (CTA).

In this blog post, we’ll talk about why storytelling is such a powerful marketing tool and give you a step-by-step guide to writing a gripping story that will help you turn website visitors into loyal patients.

1. Why Storytelling is Important in Marketing for Physical Therapy Websites

Storytelling has always been an important way for people to talk to each other and bond. They make us feel something, help us relate to the knowledge, and help us remember it. This is why telling stories has become an essential part of marketing in recent years. Storytelling has been used by successful brands in many different industries to build strong emotional connections with their audiences, which leads to engagement, loyalty, and, in the end, sales.

2. Creating a story for your physical therapy website that people will remember

Finding your unique selling proposition (USP) is the first step to telling a story that works and sticks with people. What makes your physical therapy business stand out from the rest? It could be the way you treat patients that is on the cutting edge, the knowledge of your team, the unmatched customer service you provide, or the inspiring success stories of your patients. When you know what your USP is, you can start to build a story around it.

Using story aspects like characters, plot, conflict, and resolution is the key to making a story interesting. Regarding the text that’s on your home page of your physical therapy website, the characters are your patients, and the story is about how they get better. The problem is their illness or injury, and the answer is the better quality of life they get from using your services.

To make a story about the patient, you should focus on the problems you help them solve and the changes they go through with your guidance. This will not only build trust and give your story more credibility, but it will also make it easier for people to understand and remember.

3. Adding your story into the design of your website

The next step is to work your story into the design of your website, using layout and video to lead people through the story. Start by setting the scene on your home page with a catchy headline (your offer statement) and text that makes people want to read more (your benefit statement). 

On the “About” page, you should talk about your team, corporate values, and practice philosophy and show potential patients how committed you are to thir success.

On your services page, you should list the solutions you offer and explain how they can help your patients solve their problems and reach their goals. Use the testimonials page to show that your services are of relatable by sharing the stories of real people who have used them.

Think about adding high-quality pictures and videos, infographics, and interactive features like a chatbot or virtual tours to your story to make it more interesting. These can help you give your viewers a more realistic and interactive experience.

4. Lead people to your call-to-action (CTA).

Once your story has gotten your audience’s attention, it’s time to send them to your CTA. This could mean setting up a consultation, requesting an appointment, or contacting you by phone. Make your CTA clear, straightforward, and convincing. Use language that makes people feel like they need to take action now and emphasizes the benefits of doing so.

Put your call to action (CTA) in strategic places on your website and at the end of blog posts or stories. Use analytics to track conversions to demonstrate that the investment in time and money for your website is worthwhile.

5. Selling Your Services from Your Website is Priority One – and a Good Story Can Help

There’s no denying the power of stories in marketing, and physical therapy offices can use this tactic to turn website visitors into patients. By finding your unique selling proposition (USP), writing a memorable story, and guiding readers to your call to action (on Desktop, Tablet, & Mobile Devices) you can increase the number of calls/sales…and it’s one of the most cost-effective marketing strategies you can implement!

And Here’s Our Call to Action – Need Help Capture More New Patients from Your Website?

Contact us today at (760) 585-9097 or click here to schedule some time to talk.

Assimilating Thoughts from Other Firms on the Importance of Physical Therapy Online Marketing

First, Understand that Online Marketing is a Multichannel Effort (but, you don’t need to be on all of the channels 😉)

As an expert in online marketing, it’s essential to know the different strategies and channels that can be used to promote physical therapy websites to potential clients. A HubSpot blog post says that online marketing is a type of advertising that uses digital channels like search engines, email, social media, and websites to reach customers with advertising messages. Strategies like web design, search engine optimization (SEO), email, social media, and pay-per-click (PPC) can be used to promote physical therapy websites to potential clients and bring in more business. [1]

Defining Your Ideal Target Market – from HubSpot

Before you can market to potential clients, it’s important to know whom you’re trying to reach. Buyer personas are made-up versions of your ideal customer that can help you plan your online marketing. HubSpot has a guide on how to research and make buyer personas, which can help physical therapists understand their target audience and make targeted marketing campaigns that reach potential clients. [2]

Creating Content – Here’s a Good Place for Some Ideas

To generate visitors to your website (called traffic), it’s important to create content that speaks to them. Blogging Wizard gives businesses a list of 60 content ideas, such as how-to guides, case studies, and behind-the-scenes looks at the business. With these ideas, you can write interesting pages and content that bring people to your site, raise your brand awareness, and help position you as a physical therapy expert in your community. [3]

The Importance of Online Marketing According to Positive Psychology

Positive Psychology gives therapists information about how important marketing is and how they can improve their marketing skills to grow their businesses and get more clients. It’s just another reminder about why physical therapists need good websites that promote their practices to bring in new clients, and how important it is to use good marketing strategies. [4]

Get Creative with Starter Story

Starter Story has a post with creative ideas for physical therapists to write about on their blogs, such as how to avoid injuries, how to do exercises, and patient success stories. With these ideas, you can write interesting blog posts and create content that can be shared on social networks like Facebook and Instagram. [5]

Finally, Thoughts from Us Here at E-rehab.com

It’s important to understand the different strategies and channels that can be used to promote your physical therapy practice effectively.

  • Physical therapy online marketing is more than just having an website that acts like an online brochure.
  • By creating “patient/buyer personas,” one can figure out who their target audience is.
  • Write content (blog post and good service pages) that focuses on the wants and needs of patients is important.
  • Using creative stories is also helpful to connect with your target audience.

The points and references noted above can help clarity the thought process when creating an good marketing plan for your practice.

Need Help – Contact Us Today

Click here to schedule some time with us or contact us at (760) 585-9087 to speak directly with David Straight, DPT and co-owner of E-rehab.com

Instagram Marketing for Physical Therapy – IG Posts Types

 

PT practice owners and marketing staff need to be familiar with social networking sites’ tools and customization possibilities, especially as they pertain to visual content. Instagram has become one of the top social networks, so I put together a summary that compares and contrasts the four Instagram content formats (posts, stories, reels, and IGTV). In this article, we’ll compare the various content types to help you choose the one that’s best for your business.

Instagram Physical Therapy Posts

Let’s get started with Instagram updates first. These are the tried and true, always-there updates to your brand’s feed. Photos, videos, or a combination of the two (up to 10 minutes in duration) are acceptable media for posting. In addition, captions, hashtags, and links added to a post make it a powerful tool for publicizing an event, product, or service and attracting new visitors to a website.

Instagram Stories

Moving on to Instagram’s story feature, these temporary updates show at the top of a user’s feed for just 24 hours before disappearing. Photos, videos, or a combination of the two can all make up a story, and videos can be up to 15 seconds in duration. In addition, stickers, emoticons, and music can add a creative twist to your stories and further connect with your audience.

The freedom to experiment and express oneself is a significant differentiator between stories and postings. Additionally, due to the temporary nature of stories, businesses are free to be more open and honest in their portrayal of employees, processes, and products. This can assist in giving your company a more personable vibe and endear you to your target market.

A Quick Comparison Table

Source Pictalio

Instagram Reels

Instagram Reels are a recent addition that facilitates the production of high-quality, branded, musical short films. Up to 15 seconds in length, reels can be altered with many artistic options, including accelerating or slowing down video, adding text and stickers, and applying various filters. Because they are a fun and engaging method to connect with their audience, reels have exploded in popularity on Instagram, particularly among artists and influencers.

The primary focus of a reel is on amusement, which sets it apart from other Instagram material. Reels are meant to be shared and become viral, while posts and articles can be used to sell companies and services. Because of this, they are a fantastic choice for expanding one’s platform presence and drawing in more customers.

IGTV – Don’t Bother IMHO

And now, we’ll wrap things off by talking about Instagram TV, or IGTV. Brands now have a dedicated app, IGTV, to make and distribute films up to an hour in length. You may search for and find IGTV videos through the explore page, hashtags, and user profiles.

The length and presentation of videos on IGTV are two key distinguishing features from the rest of Instagram’s content. In contrast to the short, vertical videos that can only be used in posts, stories, and reels, IGTV supports longer, horizontal videos that are more like broadcast television. This makes IGTV a fantastic platform for businesses to share instructional or educational videos, interviews, or product demos.

Did This Help? Let Us Know

So, that’s it for this week’s blog post. Physical therapy marketing, especially on a social media platform like Instagram, can be confusing. However, understanding the different kinds of posts and how to use them best is undoubtedly an excellent start to crafting a solid social media marketing strategy.

Why You Still Need a Great Physical Therapy Website in 2023

As a physical therapy business owner, you know the value of a strong, effective website. Think about it for a second. If your target market is 35+ years of age, they use websites all of the time when making buying choices.

A great website can be the key to attracting new patients, engaging with current ones, and ultimately growing your business. In today’s digital world, having a professional, user-friendly website is essential for any business, and this is especially true for physical therapy practices.

Here are a few key reasons why physical therapy business owners need a great website:

  1. A website is your online storefront. Your website is often the first point of contact that potential patients have with your business. It’s important to make a good first impression, and a well-designed website can do just that. A professional website with clear, informative content and easy navigation can make it easy for potential patients to learn about your services and make an appointment.
  2. A website can help you stand out from the competition. In a competitive industry like physical therapy, it’s important to differentiate yourself from other practices. A great website can help you do just that by highlighting your unique services and expertise.
  3. A website can improve patient engagement. Your website is more than just a way to attract new patients; it’s also a valuable tool for engaging with current patients. By offering resources like exercise guides, blog posts, and patient testimonials, you can provide value to your patients and keep them coming back for more.
  4. A website can improve your search engine ranking. Having a website that is optimized for search engines can help you rank higher in search results, making it easier for potential patients to find you. This can be especially valuable for small businesses that may not have the budget for other forms of advertising.
  5. A website can help you collect patient information. A website with a contact form or appointment scheduling tool can make it easy for patients to get in touch with you or schedule an appointment. This can save you time and help you collect valuable patient information that can be used to improve your services.
Having a professional, user-friendly website is essential for any business, and this is especially true for physical therapy practices.

A Website is More than an Online Brochure – You Need to “Work” It to Maximize Conversions

Of course, having a great website is only the first step. It’s also important to regularly update your website with fresh content and keep it optimized for search engines. This can help you attract new patients and keep current ones engaged.

In summary, as a physical therapy business owner, a great website is essential for attracting new patients, engaging with current ones, and growing your business.

By offering valuable resources, improving your search engine ranking, and making it easy for patients to get in touch with you, a website can be a powerful tool for success. So, invest in a great website and watch your business thrive.

Want Help Converting More Website Viewers to Patients?

Click Here to Schedule Some Time with Us and We’ll Show You How We Can Help.

50 Physical Therapy Marketing Tips for the New Year

 

2023 is just 6 weeks away.  Are you preparing for next year?

Review these strategies and tactics so you can get some clarity on marketing, implement some of these easy strategies, and generate more new and repeat business.

  1. What is marketing – it’s finding someone with a need and getting them to know, like, and trust you.
  2. Marketing messages should first take into account your target marketing, the media they use, and the message should match their needs.
  3. The most common need for most orthopedic patients is singular – pain relief.
  4. The goal of marketing is to create campaigns that convert and help the practice grow.
  5. Marketing is not a linear process, but there are steps to follow in order to be successful.
  6. After you determine the market you wan to serve, the next step is to determine the offer.
  7. Researching the competition is important in order to understand the market and create a unique offer.
  8. The marketing message should be clear and speak to the target market’s pain points and needs.
  9. Different marketing channels should be tested to determine the most effective way to reach the target market.
  10. Marketing efforts should be measured and analyzed in order to continually improve and refine the campaign.
  11. You must learn to sell – the sales process should be streamlined and optimized to increase conversions.
  12. Marketing should not be viewed as a one-time event, but rather a system of continuous efforts.
  13. Building a community or network of loyal patients is important for long-term success.
  14. Physician referrals are one of the best opportunities to generate rapid new business. Are you doing this?
  15. Collaborating with local micro influencers can help reach a wider community audience.
  16. Storytelling on your website can be a powerful tool to engage and connect with potential patients.
  17. Offering value through free discovery visits, a phone call, or great content can help attract potential patients.
  18. Consistency in branding and messaging is crucial to building trust with the target market.
  19. Emotional appeal can be more effective than logical arguments in marketing (i.e. avoiding risky surgery or addiction).
  20. Patient reviews and video testimonials can be one of the most powerful ways to build credibility and trust. It’s a top 3 priority!
  21. Creating a sense of urgency can increase conversions by motivating the target market to take action. The longer you wait, the more costly care will be.
  22. Offering incentives movie tickets or a coffee card can encourage the past patients to refer to you.
  23. Using scarcity tactics, such as limited time offers or limited quantities, can increase demand for the offer.
  24. Personalization can be effective in making the target market feel valued and connected to the practice.
  25. Providing exceptional customer service can help build loyalty and encourage word-of-mouth marketing. 
  26. Positioning – One way to position your practice – you always are “on time”.
  27. Offering free trials or demos can help potential patients experience the value of the offer before committing to including a cash treatment in a patient plan of care.
  28. Using social proof, such as showcasing the number of patients or followers, can increase the perceived value of the offer.
  29. Utilizing video marketing can help create an emotional connection with the target market.
  30. 80% of consumers will remember a video.
  31. Creating a sense of exclusivity, such as through a VIP program or limited edition offer, can get patients to come back.  Do you have a VIP program?
  32. Utilizing email marketing can help build relationships and keep past patients informed about new offers or promotions.
  33. Checking in with all of your patients after 3-4 visits is a great way to keep them coming…assuming they still have the need for PT.
  34. It may be against your insurance contracts or your practice act, if not, offering a money-back guarantee can help increase conversions by eliminating risk for the target market.
  35. Creating a sense of urgency through countdown timers or limited availability can increase conversions on landing pages.
  36. Using scarcity tactics, such as limited time offers can help encourage patients take advantage of an offer.
  37. Offering bundle deals on your Facebook ads can help increase the perceived value of the offer.
  38. Utilizing content marketing can help attract potential patients through valuable and informative content – if you want to own a niche topic on Google, plan on publishing a lot of content. E-rehab has you covered here.
  39. Utilizing influencer marketing can help reach a wider audience and increase credibility.
  40. Having your name, address, and phone number above the fold will make it faster and easier for patients to connect with you.
  41. Having an easy to use appointment request system will generate more business – we’ve generated over 100,000 appointments for our clients since we started measuring a few years ago.
  42. Quick access buttons will generate calls – make it easy to click and call on your website. We’ve generated over 600,000 calls for our clients since we started measuring a few years ago.
  43. Email marketing content should include both educational information and will keep you top-of-mind.
  44. Email marketing still provides the best ROI – if you’re not doing it, you’re missing out on a fundamental strategy.
  45. Optimize your Google Business Profile – include all of the different categories of service you provide.
  46. Using technology to capture reviews is the best way to NOT get them. Have a system in place to capture reviews.
  47. Social media posts from PT practices, get on average, less than 1% engagement. Not one of the top priorities – yes, not a top 7 priority.
  48. Google Ads can generate 5-10 new patients per month but you must test. 
  49. You should be capturing and recording calls when running Google Ads.
  50. Does your receptionist make a great first impression and ask the Golden Question of each no prospect, “How soon can you come in?”

If you have questions or want to know how E-rehab.com can help you, give us a call at (760) 585-9097 or schedule some time by clicking here.