RINGING IN
A SUCCESSFUL Brand New Year
7 Steps to a Successful Patient Acquisition Plan for 2023
One of the most important things you can do for your clinic is to evaluate your physical therapy or chiropractic marketing plan every year. With inflation, hiring struggles, and competitors, you’ve got to take charge of how you get new patients! Creating a patient acquisition plan forces you to think about how to make your clinic’s business goals a reality and plan resources ahead of time.
4 MARKETING GOALS & TARGETS
The marketing goals you write should be the “sub-steps” that help you reach the practice goals from Step 1. Good goals should be SMART: Specific, Measurable, Achievable, Relevant, and Timely. You should be able to tell if you’ve met your PT marketing goals or not. For example, if your goal is bring more past patients pack to your clinic, simply track your clinic’s number of reactivated patients. Your target might be to bring in 10 past patients every month by by December 2023.
WRITE DOWN YOUR PRACTICE GOALS
1
Where do you want your practice to be in 5-10 years? Do you plan to retire in the next 30-40 years? Are you looking to hire more PTs or open another clinic location? Write down your 10-year vision. Then figure out what you have to do within 5 years to make that happen. Then what you have to do in the next 1 year! Now you have 1-year goals!
5 CREATE YOUR ANNUAL MARKETING STRATEGY
A “marketing strategy” is a well-thought-out plan to meet your goals. Based on 20 years of experience in the healthcare marketing industry, we have created a simple 5-step Patient Acquisition Strategy that helps practice owners achieve their new patient goals.
NEW PATIENTS
2 CREATE A MARKETING BUDGET
Pro Tip!
Kick Off The New Year With Record-Breaking Record-Breaking Patient Numbers!
The US Small Business Administration recommends spending 8-10% of your revenue on marketing, or patient acquisition efforts. What would 8% of your monthly revenue be? 3 DESCRIBE TARGET AUDIENCE + HOW YOU SERVE THEM Who is the best type of customer for your clinic? Who is compliant, has insurance that doesn’t cause extra work internally, and who refers people to your clinic? Now—how can you uniquely serve that ideal patient? What do you do better than anyone else? Who is your competition and how are you different? What proof of expertise can you display to validate that? Make sure your whole team knows why you’re different.
6 PLAN SPECIFIC TACTICS
“Tactics” are specific actions you take or tools you use that fit in one of your strategy’s steps. If your goal is to bring more past patients to the clinic, your strategy may be “Contact past patients once a week through various channels.” The tactic then could be to send out weekly informational emails to past patients, reminding them to come back in for care!
7 SHARE PLAN WITH STAFF
Get your team on the same page—and ask for feedback! Get everyone excited about your goals, and make it clear how meeting those goals will benefit your team.
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