Marketing Overview Prepared for NY Physical Therapy & Wellness
The ULTIMATE Patient Acquisition Strategy TM
This patient-focused marketing plan or “funnel” is a proven patient acquisition strategy. Neil Trickett, PT, has been marketing practices for over 20 years, but didn’t develop this training until 2019. This means that this funnel is 100% based on what has already worked for hundreds of clinics, not what is “supposed” to work. If you used the Ultimate Patient Acquisition Strategy to plan your marketing, and actually put this strategy into action, you will see results. WITH THIS STRATEGY, YOU’LL LEARN: A Proven Strategy 5 Outcomes to Measure Tools to Use Ideal Patient Experience
STRATEGY STRATEGY
The ULTIMATE Patient Acquisition Strategy TM
Strategy: Strategy: Strategy: Strategy:
High number of local visitors to your website & blog. You appear in 2-3 places on page 1 of Google for several search terms. Outcomes: High number of local visitors to your website & blog. High number of local visitors to your website & blog. High number of local visitors to your website & blog. Outcomes: Outcomes: High number of people calling your front desk or requesting an appointment online. High number of people calling your front desk or requesting an appointment online. front desk or requesting an appointment online. front desk or requesting an appointment online. High number of people calling your High number of people calling your High number of people calling your front desk or requesting an appointment online You appear in 2-3 places on page 1 of Google for several search terms. You appear in 2-3 places on page 1 of Google for several search terms. You appear in 2-3 places on page 1 of Google for several search terms. OUTCOMES OUTCOMES High number of local visitors to yourwebsite and blog Your practice appears in 2-3 places on page 1 of Google for several search terms
Tools to use: Tools to use: Tools to use: Tools to use:
STRATEGY STRATEGY
TOOLS TO USE:
TOOLS TO USE
Once a they find you, educate & excite them by connecting with their specific problem then building trust in your expertise with proof from others like them. This will remove doubt/fear and make them ready to schedule. Once they’re ready, call them to action! Use clear language like “book appointment” and give them the option to call or use a form. Also make sure you know where calls & leads come from so you can invest wisely. option to call or use a form. Also make sure you know where calls & leads come from so you can invest wisely. option to call or use a form. Also make sure you know where calls & leads come from so you can invest wisely. option to call or use a form. Also make sure you know where calls & leads come from so you can invest wisely. During & after care, you need to develop patient loyalty. This requires a good clinic experience and staying top-of-mind consistently after care. You should also request reviews now. Finally, fill your schedule with reactivations and patient referrals by calling past patients to action with newsletters, email, and more. reactivations and patient referrals by calling past patients to action with newsletters, email, and more. During & after care, you need to develop patient loyalty. This requires a good clinic experience and staying top-of-mind consistently after care. You should also request reviews now. Finally, fill your schedule with During & after care, you need to develop patient loyalty. This requires a good clinic experience and staying top-of-mind consistently after care. You should also request reviews now. Finally, fill your schedule with During & after care, you need to develop patient loyalty. This requires a good clinic experience and staying top-of-mind consistently after care. You should also request reviews now. Finally, fill your schedule with reactivations and patient referrals by calling past patients to action with newsletters, email, and more. reactivations and patient referrals by calling past patients to action with newsletters, email, and more. Finally, use newsletters, email campaigns, and other tools to encourage past patients to refer others and return for future care. First, you need to cover the basics of having an online presence so you can be found. This includes setting up your website with good SEO practices, blogging, and filling out your Google MyBusiness profile. Next, supercharge the amount of people finding you with paid ads and increasing how many local listings you appear on with Local SEO. Once a they find you, educate & excite them by connecting with their specific problem then building trust in your expertise with proof from others like them. This will remove doubt/fear and make them ready to schedule. Once they’re ready, call them to action! Use clear language like “book appointment” and give them the and make them ready to schedule. Once they’re ready, call them to action! Use clear language like “book appointment” and give them the When people are ready, call them to action! Use clear language like “book First, you need to cover the basics of having an online presence so you can be found. This includes setting up your website with good SEO practices, blogging, and filling out your Google MyBusiness profile. Next, supercharge the amount of people finding you with paid ads and increasing how many local listings you appear on with Local SEO. people finding you with paid ads and increasing how many local listings you appear on with Local SEO. Once a they find you, educate & excite them by connecting with their specific problem then building trust in your expertise with proof from others like them. This will remove doubt/fear people finding you with paid ads and increasing how many local listings you appear on with Local SEO. Next, use paid ads to supercharge the amount of people finding you with paid ads and increase how many local listings you appear on with Local SEO. Once a they find you, educate & excite them by connecting with their specific problem then building trust in your expertise with proof from others like them. This will remove doubt/fear and make them ready to schedule. Once they’re ready, call them to action! Use clear language like “book appointment” and give them the First, you need to cover the basics of having an online presence so you can be found. This includes setting up your website with good SEO practices, blogging, and filling out your Google MyBusiness profile. Next, supercharge the amount of First, you need to cover the basics of having an online presence so you can be found. This includes setting up your website with good SEO practices, blogging, and filling out your Google MyBusiness profile. Next, supercharge the amount of First, create a broad online presence so you can be easily found. Complete your Google Business profile and set up your practice website with good SEO practices and blogging. Once people find you, connect with their problem then build trust in your expertise with testimonials from patients like them. Excite and educate them while removing doubt or fear to encourage appointments. appointment” and give them the option to call or use a form. Ensure you know where calls and leads come from so you can invest wisely. Develop loyalty with patients during and after care. Ensure a stellar clinic experience and stay top-of-mind consistently after care. Request reviews from patients who are happy with their care.
Organic or “On Site” SEO Ad Organic or “On Site” SEO Organic or “On Site” SEO Organic or “On Site” SEO
Online Brand Presence Online Brand Presence Online Brand Presence Online Brand Presence
Regular Blogging Regular Blogging Regular Blogging Regular Blogging
ORGANIC OR “ON SITE” SEO
ONLINE BRAND PRESENCE
REGULAR BLOGGING
Ad Ad
Ad Ad Ad
Ad
Google Ads for Therapy/Service Type Google Ads for Therapy/Service Type Google Ads for Therapy/Service Type Google Ads for Therapy/Service Type
Ad Google Ads for Conditions Google Ads for Conditions Google Ads for Conditions Google Ads for Conditions
Local Listing Local SEO Local Listing Local SEO Local Listing Local SEO Local Listing Local SEO
GOOGLE ADS FOR YOUR SPECIALTY
GOOGLE ADS FOR CONDITIONS
LOCAL LISTINGS + LOCAL SEO
Ad Ad Ad
Ad
Quality Online Reviews Quality Online Reviews Quality Online Reviews Quality Online Reviews
Condition-bas Content Condition-bas Content Condition-bas Content Condition-bas Content
Patient-Focused Web Design Patient-Focused Web Design Patient-Focused Web Design Patient-Focused Web Design
QUALITY ONLINE REVIEWS
PATIENT-FOCUSED WEBSITE DESIGN
CONDITION- BASED CONTENT
Appointment Forms & Chatbot Appointment Forms & Chatbot Appointment Forms & Chatbot Appointment Forms & Chatbot
Know Where Patients Come From Know Where Patients Come From Know Where Patients Come From Know Where Patients Come From
Generate & Tra Phone Calls Generate & Tra Phone Calls Generate & Tra Phone Calls Generate & Tra Phone Calls
Your 4 and 5-star online reviews and testimonials increase each month
APPOINTMENT FORMS + CHATBOT
TRACK PATIENT LEADS
GENERATE + TRACK CALLS
4 and 5-star online reviews/testimonials increase each month. High number of reactivated patients on your schedule. High number of reactivated patients on your schedule. High number of reactivated patients on your schedule. High number of reactivated patients on your schedule. High number of reactivated patients on your schedule 4 and 5-star online reviews/testimonials increase each month. 4 and 5-star online reviews/testimonials increase each month. 4 and 5-star online reviews/testimonials increase each month.
Review Request Tools Review Request Tools Review Request Tools Review Request Tools
Email Blogs & Newslette Email Blogs & Newslette Email Blogs & Newslette Email Blogs & Newslette
New Patient Welcome Emails New Patient Welcome Emails New Patient Welcome Emails New Patient Welcome Emails
NEW PATIENT WELCOME EMAILS
REVIEW REQUEST TOOLS
EMAIL BLOGS + NEWSLETTERS
In-Clinic Materials In-Clinic Materials In-Clinic Materials In-Clinic Materials
Direct Mail Campaigns Direct Mail Campaigns Direct Mail Campaigns Direct Mail Campaigns
Printed Newsletters Printed Newsletters Printed Newsletters Printed Newsletters
IN-CLINIC MATERIALS
PRINTED NEWSLETTERS
DIRECT MAIL CAMPAIGNS
VISIT PRACTICEPROMOTIONS.NET/LEARN FOR MORE PRACT VISIT PRACTICEPROMOTIONS.NET/LEARN FOR MORE PRACT VISIT PRACTICEPROMOTIONS.NET/LEARN FOR MORE PRACT This Evidence-Based Way Of Marketing Your Clinic Provides You With: A Proven Roadmap To Follow This Evidence-Based Way Of Marketing Your Clinic Provides You With: A Proven Roadmap to Follow 5 Easy Outcomes to Measure Your Success 18 Specific Tools in Your Marketing The Ideal Patient Experience At Each Step A Steady Patient Volume Powered By Both New And Past Patients! The Ideal Patient Experience At Each Step A Steady Patient Volume Powered by Both New + Past Patients 5 Easy Outcomes To Measure Your Success 18 Specific Tools To Use In Your Marketing
Digital Marketing
All Time ROI Snapshot
Results Since NY PT joined Practice Promotions in 2020, we have seen… • 5,222 Total New + Reactivated Patient Leads • $6,270,000 in Estimated Revenue from Website Leads from 2020 - 2023 • How this is calculated: 5222 patient leads x $1200 value per patient = $6,270,000 • $1200 patient volume statistic was provided by NY PT • 53% increase in pageviews from 2020 to 2023
Strategy For The Fourth Quarter • Improve internal linking structure to help distribute page authority and ranking power throughout the site • Focus on technical SEO. Specifically… • Add beneficial schema. This is code that we place on your site to allow Google to more easily index (or “read”) the website. The easier Google can “read” your website, the more visible your site will become on organic searches. • Optimize mobile performance to enhance user experience and loading speed
Strategy And Changes From Last Quarter • Took a hyperlocal focus to backlink building and on page optimizations for the location pages • Created two local listings for the Bronx location • https://www.youbiz.com/listing/are-you-suffering-from-shoulder-pain-avail-physical- therapy-at-ny-physical-therapy-wellness.html • https://ebusinesspages.com/New-York-Physical-Therapy-and-Wellness_el9yy.co • Updated the website to be fully ADA compliant
Tools: We Will Send You The Logins For...
BASECAMP This is where messaging from Digital, Print and Google Ads are located. We also keep photos, documents and your stat tracker here. Below is a short video navigating Basecamp. https://watch.screencastify.com/v/0YusiVWuVnLKI6LdCZ5c BUSINESS CENTER This is the platform where the reputation management, social media calendar, listing score and citation scores are housed. Below is a short video navigation the Business Center. https://watch.screencastify.com/v/MaOyQznv90UvUfvhBkcm ANALYTICS DASHBOARD The Analytics Dashboard is where you will be able to see the leads that have come in from phone calls, emails and chatbots. This is also the platform where you will be able to monitor your SEO and see the current rankings. https://watch.screencastify.com/v/pk9PaD1Dvl4TO1ML58lj ENGAGE EMAIL MARKETING Engage is our proprietary platform for all email marketing. This HIPPA compliant platform will allow you to design emails and monitor the results. Please see the link below for videos on how to navigate Engage. https://practicepromotions.net/help/email-marketing/
Ultimate
Your Clinic Name
YOUR ACCOUNT MANAGERS
Reports You will be receiving a monthly Website Performance Report on the first of each of month. This report will cover leads, website visitors, conversion rate, Google Ad activity and SEO activity for the previous month. Along with this document we have included the 2023 Website performance Report so you can view these metrics for the year as a whole. Also we will be sending over the 2022 and 2023 SEO reports along with this document. The SEO reports can be downloaded from the Analytics Dashboard for any time period you would like to view. Along with this document, we will send you… • Your 2023 Website Performance Report so you can view these metrics for the year as a whole • Your 2022 and 2023 SEO Reports • If you would like to view an SEO Report for a specific or custom time period, you can download a custom report from the Analytics Dashboard.
Google Ads Our Google Ads program is designed to boost the online presence of each of your physical therapy clinic locations. We focus on attracting local patients and ensuring the digital success of your business.
GOOGLE AD RESULTS YEAR-TO-DATE:
Google Ads are a critical part of NY PT & Wellness’ marketing strategy. As you can see below, thus far in 2023, NY PT & Wellness has gained at least $730,000 in profit from Google Ads in 2023.
• Invested $13,845.17 in Google Ads (fees to Google) • Converted 1,239 patient leads
• Even if your front desk only converts half of those 1,239 patient leads into paying patients… • You have gained at least $730,000 in profit from Google Ads in 2023. Here’s how we know that… • $1200 is the total value per patient • 1239 leads / 2 = 620 patients from Google Ads (if front desk only converts half of calls to patients) • 620 New Patients x $1200 per patient = $744,000 in revenue generated • $744,000 - $14,000 = $730,000 in profit from Google Ads • That is a 5000% return on investment
Tools We Use to Track, Display, And Optimize Your Results
AGENCY ANALYTICS The Paid Ads section on the main marketing dashboard (left hand side) provides data for each campaign. This is integrated with Google Ads and pulls live data directly. You can use this to view your Google Ad results at any time.
WHATCONVERTS CALL TRACKING:
Call tracking numbers are assigned for each clinic location and marketing source/medium (Website, Google Ads, Google Business Profile, Newsletter). This allows you to know exactly where leads are coming from. The call tracking dashboard provides valuable insight for each phone call to help gauge performance. I use the following features to monitor the quality of your Google Ads leads. Additionally, you have full access to these same features… 1. Overview of Call: Detailed information about each phone call generated by your campaigns. This includes the date and time of the call, in order to track when your ads are most effective. 2. Call Duration: You’ll also see the duration of each call. This data is crucial for evaluating the quality and engagement level of the calls generated by your ads. You will be able to see if a call lasted three seconds or three minutes, and use this information to evaluate lead quality. 3. Recording of Phone Calls: Is your front desk doing a good job of converting patient calls into paying patients? You can listen to call recordings to train your front desk. You can also track the physical therapy services that callers are inquiring about. 4. New and Returning Patients (Quotable Leads) : This feature categorizes your leads into new patients and returning patients. This is particularly helpful as it helps to gauge the success of ad campaigns in attracting new patients and retaining past patients. • Quotable Lead: Identifies a call as a new patient or returning patient on the call menu. To quality as a quotable lead, the call duration must be at least 60 seconds in length. You can also manually mark leads as quotable / not quotable.
OUR GOOGLE ADS STRATEGY FOR NY PT’S MULTIPLE CLINIC LOCATIONS:
Currently, four of NY PT’s fifteen locations are being advertised on Google Ads. These locations are: Franklin Square, Cedarhurst, Smithtown, and Valley Stream. Each clinic location has its own campaign, which we will elaborate on below. We only run Google Ads for four locations at a time in order to best utilize NY PT’s budget. The cost for running a Google Ads campaign for all 15 locations, plus In-Home PT / OT, would be very high. Therefore, each month, Practice Promotions communicates with NY PT; together, we determine which clinics need Google Ads to attract new patients.
For example, we recently decided to pause the Bronx campaign and turn on Smithtown to improve patient visits at Smithtown.
Further, here is how we make sure that NY PT’s clinic locations are dominating the top of Google. As a team, we…
1. Structure Your Campaigns by Clinic Location: We’ve structured the campaigns to align with each clinic location, which allows us to have more control and precision in our advertising efforts. For example, the Franklin Square campaign group drives patients towards the Franklin Square location. 2. Use Location-Based Keywords: We use location-specific keywords like “Physical Therapy Cedar - hurst, NY” to ensure that ads are shown to users who are actively searching for services in the respective clinic areas. 3. Measure Performance With Call Tracking: We’ve implemented dedicated call tracking phone numbers for each clinic. This helps us measure the effectiveness of our ads and ensures that we’re capturing valuable leads. 4. Utilize Location Targeting and Extensions: We utilize location targeting and extensions, pulling ad- dress information directly from your Google Business Profile as an extension on the ad. This enhances the visibility of your clinics in local searches. Location Targeting is set at a radius around the clinic. 5. Deploy Condition-Based Ad Groups: Our ad groups are structured to cater to specific conditions and specialty services provided by each clinic. This approach ensures that our ads are highly rele- vant to potential patients’ needs. For example, we have a “neurological” ad group within your Frank- lin Square Campaign, to attract more neurological patients to the Franklin location. 6. Optimize Your Ads Each Month & Communicate With You in Monthly Meetings: Each month, we review campaign performance to understand each clinic’s lead generation needs. Based on the assessment, we may make adjustments or switch out campaigns to optimize results. Typically, we only have 4 campaigns enabled at a time, due to NY PT’s budgetary considerations. See the paragraph above for further details. 7. Meet With You Each Month: Each month, we review campaign performance to understand each clinic’s lead generation needs. Based on the assessment, we may make adjustments or switch out campaigns to optimize results. Typically, we have 4 campaigns enabled.
CURRENT NY PT & WELLNESS GOOGLE AD CAMPAIGNS:
Currently, NY PT & Wellness has four enabled Google Ad campaigns + one paused campaign, correspond- ing with five clinic locations. Within each campaign, there are “ad groups” that run Google Ads for a specific set of keywords. On average, you invest $600 per campaign each month, for a total of $2400. See below for return on investment.
Your campaigns and ad groups are… Franklin Square Campaign: • General Physical Therapy • Home Care • Neurological • Occupational Therapy
Bronx Campaign: •
General Physical Therapy
•
Shoulder Pain
•
Back Pain
•
Hip/Knee Pain
Cedarhurst Campaign: •
Valley Stream: •
General Physical Therapy
General Physical Therapy
•
Dynamic Ad Group for PT
•
Knee Pain
•
Back Pain
Smithtown Campaign: •
General Physical Therapy
•
Shoulder Pain
•
Back Pain
Note: Prior to joining Practice Promotions, NY PT & Wellness ran some Google Ads. You may see additional old paused / removed Google Ad campaigns within your account, but they were not created or managed by Practice Promotions.
GOOGLE ADS STRATEGY FOR Q4 2023
Current Enabled Campaigns: • Franklin Square • Cedarhurst • Smithtown (re-enabled last month and paused Bronx) • Valley Stream (created campaign 2 months ago to increase patient volume)
Recommendations for Q4 2023 • Monitor search terms for Valley Stream, which is a newer campaign. • Win! On our last monthly call, NY PT reported a large increase in patient volume to Valley Stream. • Monitor phone call tracking to make sure leads are genuine, high-quality, and quotable • Listen to calls • Filter by call duration • Mark which leads are truly quotable • Add to negative keywords to filter out low-quality leads. • Ensure that patient leads are costing less than $45 each.
Newsletter Marketing
OVERVIEW Monthly Newsletters play a crucial role in our marketing strategy by fostering the clinic’s connection with both current and past patients. They serve to encourage the return of former patients and facilitate patient referrals to friends and family. Newsletters provide valuable education, content and engagement aimed at boosting returning patient numbers. TOOLS Basecamp. Basecamp is where the rough drafts and final drafts of your newsletter are posted, for review and feedback. It also houses a Docs & Files sections where photos and other content can be uploaded. Engage. Our proprietary, HIPAA-compliant, email marketing platform used to send out the digital version of the newsletter each month. Stat Tracker. We ask our clients to update their Stat Tracker at least once a month with their numbers of New Patients, Returning Patients, and Total Patient Visits.
PLANNING We use the 2023 Marketing Calendar to map out topics and content that are planned on a monthly basis, as well as to track the results of the newsletters on a quarterly basis. • Newsletter topics and custom content are planned out during our monthly meetings. • The project’s design, editing and printing (as needed) are managed by Melissa’s team, and the digital version of the newsletter (once the artwork is approved) is posted online and emailed out by Kris’s team through Engage. • Our copywriting team creates the main articles, secondary content, and any seasonal content for the newsletter each month. • Our design team creates the custom design each month, which is posted on Basecamp for review. STRATEGY Recently, we have updated the layout and template of the digital version of the newsletter to improve engagement and trackable leads. These changes include: • Changed the CTA buttons to red from previous yellow color for a bit more pop of color to draw the eye in more • Added clickable location links in the footer of the email blast that direct readers to each locations’ booking page • Added clickable phone numbers that, when touched on a mobile device, will call each location’s tracking number • Added more custom photos from the clinic each month to replace stock photos, to improve engagement with past patients • Focused on broader condition-based topics like back pain to cast a wider net and reach a larger audience Our upcoming initiative: we plan to transition from tracking the number of unique clicks on the appointment request links to monitoring the number of submissions from a unique newsletter-specific appointment request form. This shift will provide us with a more precise number of leads generated from the newsletter. It will also give you a clearer understanding of your newsletter return on investment.
RESULTS Newsletter Results are also tracked on the 2023 Marketing Calendar Graphs Tab , and reviewed during our monthly and quarterly meetings. We track leads from the newsletter call tracking numbers assigned to each location, as well as how many unique people click on an appointment request button or link.
Call tracking leads are filtered down to callers who:
• Use one of the newsletter call tracking numbers • Identify themselves as a new or returning patient • Are not a repeat caller
• Stay on the line for at least 1 minute Appointment request leads are counted by:
• Users who click an appointment button/link for one of the locations in the digital newsletter email blast • Users with a unique IP address
Marketing Systems Built Specifically for PT, Rehab, + Chiropractic Practices
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Patient Performance Website
ENGAGE Email System
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Lead Analysis System
Rank High SEO System
Practice Newsletter System
Learn How Our Digital Marketing Systems Help You Attract More New Patients— Visit Our Website!
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