Physical therapy marketing tips for private practice [April 2018 Edition]. Inside this issue: How to Create Local PT Facebook Ads, 5 Successful Patient Referral Habits, & more!
Inside: How to Create Local PT Facebook Ads 5 Successful Patient Referral Habits
Neil Trickett, PT
4 Types of Brochures Every PT Practice Needs Does a Mobile Friendly Website Really Matter?
NEIL’S MARKETING CORNER
5 Successful Patient Referral Habits OF TOP PHYSICAL THERAPY PRACTICES
5. Connect With Past Patients Emails, Social Media, Newsletters, and other mailers should be second nature to your marketing plan to keep your practice top-of-mind. First,whenthepatienthas justcompleted care be sure to send an email request for a review. Online reviews create a trusted image for prospects looking into your services and allow you to utilize the patient’s referral even if they never tell another friend. Next, market the same referral system mentioned before in every newsletter, regular social media posts, and occasional special mailers. Your previous 3-5 years of patients could be a goldmine of referrals. The final and most important point we can make is to pay attention to the return and investment you make in each of these areas. One area working well? Consider ways to put more resources into growing it. Is there a relationship underperforming this month? See how you can rebuild it.
Clearly state the necessary materials for the process such as referral cards or brochures. Also, make sure one person is in charge of reordering. Get your staff on board. Host a training for your new system. An off-hours event with team building activities works best so nobody is distracted by other duties. 3. Wow Your Current Patients Focus on each step a patient takes during their time with your practice. You can’t generate referrals if your customer experience is just normal. When was the last time you ran out to tell all your friends about an experience you had that was “as-expected?” Sure it didn’t let you down but does it even cross your mind to share unless something stands out? From the front desk to the waiting room to their treatment, each interaction with your staff and your facility offers an opportunity to impress and educate your patients. 4. Make It Easy to Refer Patients are busy like you; even with the best experience, they won’t go too far out of their way to get someone to you. Give them tools! Patients may not know which of their friends need your service right away, but when it comes up in conversation they are very likely to pass along a brochure or a referral card especially if it includes a free consult.
Imagine if 1 in 3 patients replaced themselves with a friend or family member. What would that do for your practice growth? BUILDING REFERRAL PROCESSES CAN TAKE TIME, BUT WITH A FEW SIMPLE TECHNIQUES, THEY Think about it like investing – small steps which become a habit over time begin to build upon their own success. 1. Make It About Your Purpose Getting your staff on board can be one of the toughest aspects of referral generation for a PT Owner. No therapist wants to try and act as a sales rep, and patients don’t want to be sold! It is important to remember that helping is not selling when it is genuine and caring. PT’s love helping people – it’s what our careers are about! As an owner, it’s important not to push policies on your staff but instead RALLY them behind the mission of your practice. When this happens, referrals become natural conversations instead of sales pitches. 2. Automate Your Referrals Automation doesn’t mean high-tech, it means having a clear, repeatable system. CAN BE FRUITFUL FOR MANY YEARS TO COME.
Type out your referral system as a guide for your staff. Make it clear and simple.
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Practice Promotions
Practice Promotions Physical Therapy Marketing
4 Types of Brochures Every PT Practice Needs
People are spending more and more time on their phones. Whether it is checking emails, social media, websites or apps, people are constantly on their phones. An average adult spends 177 minutes per day on their smartphone (that’s just shy of 3 hours a day). Think about it this way—almost every time you look around there is at least one other person using their phone. Now, imagine that one person is visiting your practice’s website. Is the site mobile friendly? Does the design and content fit a smartphone user’s expectations? Does it load quickly and function well? The number one test to determine if your PT practice’s website is mobile friendly is this: you shouldn’t even notice that you are on a mobile device. The website should function just as well, if not better, than its desktop counterpart. Is my practice’s website mobile friendly? Take the test with this free tool from Google: testmysite.thinkwithgoogle.com We recommend that you test your website and then some of your competitors. How does your site compare? A word of caution—this test doesn’t completely cover the user experience on the site. It’s specifically looking at the design and code to determine the mobile friendliness. You also want to interact with the website. Test it yourself to see if you can find contact information, articles on back pain, the address etc. Does A Mobile Friendly Website Really Matter?
To Attract New Patients and Increase Referrals
1. General Practice Overview Start with a well-branded, custom brochure about your practice and what makes you unique. This is a great piece to include in a welcome packet or place at local businesses, doctor’s offices, and other areas your practice may advertise. You’ll want to include information specific to your practice such as patient testimonials, staff certifications, awards, and areas of specialization. Be sure to also include a hook or tagline of how PT can help patients return to a pain-free lifestyle. The goal is that every reader should become a part of your marketing team. And thus, they can be providing word of mouth referrals to friends, family, and patients. 2. Physician Referral Builder Physician referrals are a long-standing method for practice growth. Personal visits to local medical practices go a long way towards making local MD’s aware how you can help their patients. That said, rarely can you walk into an office and get more than a few seconds of a doctor’s time. That’s why it is essential to leave physician brochures with each practice – multiple copies! 3. Condition Specific Brochures PT brochures that describe a common problem or condition, sometimes called patient rack cards, are an incredible opportunity to connect with specific audiences. Someone dealing with a physical condition such as back pain, shoulder pain, or post-surgical rehabilitation will gravitate towards anything that could help them. In addition to your practice brochure, place these at local doctor’s offices, gyms, and other businesses mentioned in the list above. Ensure they are consistently branded with your other marketing materials – they could be responsible for making a first impression! 4. Direct Mail Special Offers Brochures should not replace monthly direct mail and email patient newsletters, but if you’re hosting a seminar or offering a special referral promotion, a differently formattedmailer will stand out to your readers. Postcards can be used for these purposes, but if you want to pack in a larger amount of information a brochure is the way to go.
Our client Eastern Shore Physical Therapy saw an 88% increase in mobile website users after their PT Performance Website launched with mbile- friendly design.
Inside This Issue:
Marketing Newsletter Powerful marketing to build your practice
• How to Create Local PT Facebook Ads • New Strategic Partnerships Formed • 5 Successful Patient Referral Habits • 4 Types of Brochures Every Practice Needs • Does a Mobile Friendly Website Really Matter?
How to Create Local Physical Therapy Facebook Ads TARGET PEOPLE IN YOUR COMMUNITY AND STOP WASTING MONEY
Uploading your patient list is a great way to target past patients to build loyalty and referrals. You’ll need to upload your list in Business Manager under Audience to get started with this audience. 3. Ad The Ad level is where you add images, copy, and choose the style of ad such as videos or slideshows. Because this section is underneath the budget, you can create several versions of your ad to see what works best and they will all share the budget you’ve set. Keep in mind, images with text on them will get penalized by Facebook, or not work at all. So that’s it! Creating an ad to drive local web traffic and call-ins could take your new patients to another level when done correctly.
Placements include news feeds, messenger, Instagram, and more. If you aren’t already familiar with Facebook ads go ahead and leave it set to Automatic. Audience can be a tricky one. For starters, we recommend targeting people who like your page. Choose Connections > People who like my page or their friends. Just remember to set your location close so your ads aren’t wasted out of town. Installing the Facebook Pixel on your website allows you to retarget people who have visited your website. To start, install your Facebook pixel. Next, go to the Audiences tab and click Create Audience > Custom Audience > then select Website Traffic. Facebook will check your pixel and target people who have visited your page. Finally, name the audience and you will be able to select it while creating ads.
Let’s cover a social media marketing basic – how to create Facebook ads. Whether you’re already running ads for your practice or looking to get started, we’ll take you through the 3 simple ingredients to social success. 1. Campaign In the Campaign section, you will choose the objective of your ads. You can have several ads within the same campaign. There are plenty of objectives to choose from but if you are trying to get people to your website, Traffic is the option to use. If you want your followers to engage with your posts or videos, try the Engagement goal. 2. Ad Set The Ad Set is where you choose your Budget, Placements, Audience, and Schedule. Budgeting and Schedule are pretty straight- forward. You can choose daily or lifetime budgets, but keep in mind Facebook won’t charge you until you hit a certain dollar amount, or at the end of a month.
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