THE PRIVATE PRACTICE RESOURCE
December/January 2020
STRATEGIZE FOR 2020 It All Starts With a Marketing Plan
care for them (e.g., support staff to help), and make sure you get paid enough to treat those diagnoses. If you don’t know enough about your existing patients and what you did to attract and retain them, you should ask them some questions. THE MESSAGE Patients don’t ever want your services, and that goes for just about any health care service. They have a problem, they need you to solve it for them, then they hope to never have to see you again. You have patients now, and you are fulfilling their needs. The question to ask them is, “Why did you choose our practice?” Understanding the perceived value you offer your market will help reinforce the message you need to share with future prospects. YOUR IMAGE In a service business, patients judge what they can’t see based on what they can see. They can’t test-drive or try on your services. The physical evidence of the quality care you provide matters. From the design and images on your website to the print materials you share, there should be consistent, high- quality evidence that you care about the details. Take a couple minutes to check your “physical evidence.” Is it reflective of the high-quality service you provide and the types of patients you want to see? THE CONTENT When patients are looking for a physical therapist to solve their problems, most research their options (or confirm the quality of a referral) by going online first. First, you have to be present when people search for the solutions you provide. Obscurity is your biggest problem, and that’s where advertising comes into play. There are some tips on how you can use Google Ads to get people to know you inside this issue. Having great content on your website’s home page that’s updated regularly and confirms that physical therapy is a great solution for people’s problems helps establish your authority and expertise.
It’s never too late to implement a new marketing plan for your practice, so in an effort to generate more business in 2020, consider these elements from “Duct Tape Marketing” by John Jantsch. These practices have been proven to work when it comes to effective marketing for small businesses. He breaks marketing down into a systematic approach that’s easy to understand and get started with, no matter what stage your business is in. THE JOURNEY John Jantsch’s “Marketing Hourglass” is something all practice owners should consider when marketing to their community. John describes the “hourglass” as the journey patients go through when using your services. First, they have to know who you are and that you are a potential solution to their problems. Next, they have to like you or see you as the expert or authority that is the best solution for their problem. Then, they have to trust you, which is best accomplished through online ratings and reviews. The next step is trying your services. This is the initial evaluation where you need to sell the patient on the plan of care you have designed for them. Then, they buy your services, which is the process of repeatedly coming back and completing their plan of care. Repeat is the next step, and patients should know they can come back for the same or another service if needed. Finally, referring you to others is something all of your patients should know how to do. Know, Like, Trust, Try, Buy, Repeat, Refer. When creating your marketing plan, all of these should be optimized for success.
THE PATIENT It’s something every business owner hears: You must
understand your target audience in order to effectively market to them. To do this, remember that at one time, all your current clients were prospects. So, the best way to get started is to take a closer look at the patients you attracted and figure out what steps you took so that you can repeat them. Also, keep in mind the diagnoses you love to treat, know the resources needed to
www.e-rehab.com | 760-929-9690 –Dr. David J. Straight
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TIPS FOR PROPERLY MANAGING AND SAVING MONEY ON GOOGLE ADS
Community” often get a viewer’s attention. Adding in SiteLink, location, and call extensions can also help.
In my 14 years of experience running Google Ads, I’ve found that most practices are missing huge opportunities to improve their Google Ads’ return on investment. Worse yet, many are just throwing money away using Google’s Smart Campaigns. If you’re guilty of one or more of the following common flaws, change your strategy if possible. Here are five of the most common ad campaign mistakes I see with Google Ads. 1. Running the ad for people that show “interest” in your ad. Don’t do this. Change this in your campaign settings so that you are running your ad only for people inside your geo-targeted area. 2. Running your ad at night or on the weekends. Doing this is only going to get more clicks from either competitors or people who would like to connect with you right now but can’t call you because you aren’t in your office. Run your ad during your hours of operation. 3. Practice owners under-budgeting for their ad campaign. If you don’t invest enough in your ad campaign, your ad will show less often and you will end up paying more than your competition. 4. Not managing your ads on a regular basis. Too many of the practice owners I talk with just set it and forget it. This is a great way to waste money.
2020 is upon us, so it’s time to think about marketing for the new year. If you read our cover story, then you already have an idea of the pieces needed to complete a strategy. The first component (and usually the most expensive) of a marketing strategy is lead generation. John Jantsch calls this step getting people to “know” you. Alan Dibb calls this the “before” stage of a marketing campaign. In other words, this is the process of making people aware that you exist and of what you do. In terms of marketing funnels, this is called a “top-of-the-funnel” (TOF) strategy. Advertising is indeed a way to make your community aware of who you are and, specifically, one method of advertising online is Google Ads, formerly called Google AdWords. Google Ads are the search results that usually show up first when you type in a search like “physical therapy in my town.” You will be able to differentiate an ad from organic and local maps listings because ad results have a small box (with a border around it) right below the headline that says “Ad” along with the “display path,” URL, or web address in green next to it. A good ad is going to capture the attention of the person searching for physical therapy and speak to what they may be looking for in a PT practice. Headlines like “Physical Therapy Nearby,” “Same-Day Appointments,” and “Voted Best in the
5. Not tracking how many ad clicks are resulting in new patients.
Here’s an example of the metrics you should be measuring that we gathered from working with a client of ours.
April 2019: Ad Impressions 8.16K; Clicks 320; CPC $5.54; Leads 79; Conversions/New Patients 63; Conversion Rate 80%; Money spent on ads $1.77K; Cost per lead $22.40; Cost per conversion $28.10; Revenue generated from ads this month $31,500; ROI 17.79. Part of a good marketing strategy involves lead generation or getting people to “know” that you exist and are a solution for their problems. Google Ads is one way to drive leads. Try to avoid some of the mistakes as outlined above, and also make sure you are looking at the key metrics to confirm your advertising campaign is generating a positive return on investment.
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3 CLINICAL STUDIES TO SHARE WITH PHYSICIANS To Generate More Referrals
1. For a detailed study that found delayed physical therapy consultation is associated with increased costs and health care utilization for many patients, read “Timing of Physical Therapy Consultation on 1-year Healthcare Utilization and Costs in Patients Seeking Care for Neck Pain: A Retrospective Cohort” at L.PTClinic.com/36lHrNn. 2. For a conclusion that for those with acute low back pain, immediate referral to a physical therapist may lead to decreased health care utilization and costs, recommend “Immediate Physical Therapy Initiation in Patients With Acute Low Back Pain Is Associated With a Reduction in Downstream Health Care Utilization and Costs” at L.PTClinic.com/354hPV6. 3. For a compelling proposition that current literature indicates moderate support of using exercise therapy in the treatment of full- thickness rotator cuff tears, try “Exercise Therapy in the Non-Operative Treatment of Full-Thickness Rotator Cuff Tears: A Systematic Review” at L.PTClinic.com/358BQJV. These articles, as well as hundreds more available online, are great resources for selling your services. Whether you’re communicating via the internet or in person, don’t start the conversation empty-handed. Print the articles in full and deliver them. Have a conversation about your services, and let them know the proven value you can bring to their patients.
Physicians often overlook the value of physical therapy. But if you bring them clinical proof of the value it can provide to their patients, they’re more likely to refer to you than if you were to just ask them for a referral point-blank. Here are three great clinical research articles you can download and drop off with your referring physicians next time you stop by their offices.
FEBRUARY MARKETING MARATHON We’re offering five days of intensive training to help you generate more business in 2020! Each day, we will spend 60–90 minutes going through a strategy you will implement before the day’s end. Then, you’ll do it again the next day. This is all about taking massive action to generate more business. HERE’S THE SCHEDULE: Monday, Feb. 17: More Referrals Now From Physicians: By the end of this training, you will have a list of doctors and print materials and know exactly what to say to get in and see the doctors. Tuesday, Feb. 18: Direct Access, Blogging, and SEO: By the end of this training, you’ll be well on the way to ranking for “sciatica treatment in your city,” “shoulder pain expert in your city,” and “plantar fasciitis treatment in your city.” Most do this completely wrong … you’ll do it right! Wednesday, Feb. 19: A Brand Makeover: By the end of this training, you will have a new practice brochure, up to eight condition-specific brochures, and a new referral pad, as well as the resources to get them customized and printed by the end of the training. Thursday, Feb. 20: How to Make Money Using Telehealth: By the end of this webinar, you will have the resources to start charging patients for telehealth services through your own app. Friday, Feb. 21: Secret Social Media Opportunities Few Know About: By the end of this training, you will be using five popular social media platforms to affordably reach your community and let them know about your natural treatment solutions for their pain and problems.
COMEDY CORNER
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INSIDE
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Revamp Your Marketing Strategy in 2020
How to Optimize Your Google Ads Experience
Use Clinical Research to Generate Referrals
Spotlight on Yvonne Lynch
A True Team Player MEET YVONNE LYNCH
bring them more business and help them succeed,” she says. “They’re not just trying to make money; they genuinely want to help people get back to living a life without ailments. It’s such a joy to help them do that.” At home, Yvonne stays active by taking long walks with her husband and trying to wrangle her college-age daughters into quality family time. Keeping in tune with her knack for learning, Yvonne has also become an apprentice to her husband as he works on household projects. She loves learning how to be handy, and following him around the house to make sure his messes get cleaned up sooner rather than later is a nice perk of the job too! But in the end, Yvonne’s mindset emerges from a philosophy we should all heed. “Life is all about finding ways to be nice to each other,” she says. It’s this uplifting attitude that makes her so good at what she does and such an integral part of the E-Rehab team.
E-Rehab wouldn’t be a successful business without the teamwork behind it. That goes for our internal team and the teams of clients we help with our services. At the heart of that team effort is our very own Yvonne Lynch.
As a direct line of support to our clients when they need questions answered and as a resource for reviewing their websites just before they launch, Yvonne knows how important our team-minded atmosphere is. “I love the camaraderie everyone has and how everyone helps each other,” she says of both her coworkers and her clients. “When you work with great teams, it gives you the ability to not only provide good work but to also learn more along the way.”
She loves the good intentions behind the work she provides to physical therapists, as well. “I like the idea that a website can
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