Physical Therapy NEWSLETTER O C T 2 0 2 0
ALSO INSIDE:
• How These PT Websites Break The Mold! • Get Your Insurance Deductible Postcards! • November Social Media Calendar!
Does Your PT Website
In fact, in many cases your Unique Selling Point (USP) is the first thing that will make people stay on your website for an extra minute– it’s your hook! Be careful though! It’s very easy to confuse your USP with things that are actually just social proof or “extra validation.” John Doe doesn’t knowwhat “board-certified, award-winning PT/MSPT/DPT” means. But he does understand “Bring Your Dog To PT,” and now, he’s really curious! He’s never seen that before. It’s a strong USP. A unique selling point can be related to your actual care or specialization if you have a niche, but oftentimes it’s less technical than that. It’s about what the patient will experience if they choose you. They need a summary so that they understand you without knowing the first thing about physical therapy.
addition to look. Authentic, personal, high energy, innovative– it’s how seeing your practice makes people think and feel. An article from Forbes suggests that your website needs to portray the same feel and experience of your clinic in order to connect with visitors.* Your people, your mission, your values are all examples of branding.
Your PT Website is the digital front door to your practice. Because you’re creating a PT business website, you’ll want to consider what’s most important to your patients. You’ve already got the best features in place for your PT website, but what if your competitors are doing the right thing too? What makes you stand out online amongst everyone else?
ENSURE SURE YOUR BRAND IS CLEAR & ESTABLISHED
BRANDING IS WHAT PEOPLE SAY ABOUT YOU WHEN YOU’RE NOT IN THE ROOM.
Your brand is the most obvious difference between you and your competitors. If a potential patient compares your websites side-by-side, they aren’t looking at web design. They’re looking at branding.
The first step to standing out is just making sure your brand really represents your clinic. Your brand matters a lot. Good branding alone will set you apart from many clinics that don’t invest in their website and brand. But how do you stand out from competitors that are doing things well? Maybe it’s big national chains or just someone with a bigger marketing staff than you. YOU NEED A UNIQUE SELLING POINT Any salesperson will tell you the first key to beating competitors is finding what you have that they don’t, then make sure everyone knows about that.
Branding Magazine defines branding like this:
Branding, by definition, is a marketing practice in which a company creates a name, symbol or design that is easily identifiable as belonging to the company. That’s a good start, but I prefer this definition from Amazon CEO Jeff Bezos: “Branding is what people say about you when you’re not in the room.” Branding is only partially visual. A great brand will be described with feelings in
SEE HOW THESE PT CLINIC WEBSITES BREAK THE MOLD!
Sources
https://www.forbes.com/sites/williamarruda/2016/09/06/the- most-damaging-myth-about-branding/#55f322615c4f
PTMarketingBlog.com
READ FULL ART ICLES & OTHER MARKET ING RESOURCES ON OUR WEBSI TE
Made with FlippingBook Ebook Creator