If your passion is helping others feel better and you’ve made the decision to make a career out of physiotherapy, learning effective marketing strategies can help you build a customer base, as well as build a loyal clientele.
The physiotherapy sector has experienced a positive growth over the past few years and is expected continue to grow. IndustryARC has concluded that this growth is mainly due to the aging of the population, along with various diseases such as strokes, diabetes and arthritis.
The truth of life is that people get older. Because of medical advances, people aren’t just living longer but they are also getting older. Because of this, the number of elderly people is greater than ever. Orthopedic and geriatric physical therapy services have the largest market share in the international market. This is a fantastic opportunity for entrepreneurs to set up their own center of physiotherapy or offer services at home.
Five marketing strategies for physiotherapists will be discussed in this article. They can help boost your business and increase and maintain a steady stream of clients.
#1 Concentrate on one type of client
The biggest mistake marketers make in marketing is believing that having a consistent approach to promotions and advertising will help you attract the most customers. If you are neutral in your approach, you won’t alienate potential clients.
Although it might seem like you will attract more customers if your target audience is larger, this will actually have the opposite effect. Instead, target a particular audience and be focused on them.
It is easier to target a specific client group and create a communication strategy that appeals to them.
Take this as an example
Imagine that your mother suffers from knee arthrosis.
On the one side, there is a center for physiotherapy that can treat any type of condition. Its website is packed with information and has many menus and submenus. This makes it difficult to know if they even treat the knee arthrosis.
Images of children and athletes are all available. For an appointment with the center, call an answering machine service or the integrated online system.
A different center, however, specializes exclusively in geriatrics physiotherapy. The website has an easy design and provides relevant information. It also offers intuitive navigation. Images of elderly people are featured on the website. A blog contains resources, including exercises to relieve common ailments. It also provides simple and direct telephone services.
Which one of these two options would you choose to follow? The more targeted option allows for a better customer experience, while still being specific.
Benefits of specialization in a niche audience
Differentiate yourself from the rest: By focusing on a specific audience and/or type of therapy, you will be able to distinguish yourself from other centers or physiotherapists that offer a wide range of services.
Maximize your profit margin: Philip Kotler (the father of modern marketing) says that people are willing pay more for a specialist who can meet their needs. Your sessions can be set at a higher price as a specialist without risking losing clients.
Your credibility is important: As a physiotherapist you are aware of the responsibility you have as your clients trust you with their health. This is why choosing the right specialist for them is not an easy task.
By focusing your attention on a specific audience, you can instill confidence in potential clients because they will view you as an expert in that field. Your clients will feel that they are in the best hands when you hire them. You’ll also be more respected in the industry.
You will be more visible on Google if you specialize in a clientele or services. To optimize the SEO of you website, use more specific and less competitive keywords. This will increase your visibility in search engines.
Cost reduction: Specialization allows for you to spend your time, money, and resources on a narrower audience or on specific treatments. This is especially important if your business is freelance and you don’t have the funds to invest millions of dollars on mass advertising and in numerous products and devices to treat all ailments.
You will only need the materials and products you need to effectively treat your target audience. In the same way, you won’t need to use all marketing channels in order to reach your audience.
#2 Create Newsworthy Content, and Use Local Media.
Your business is likely to be local because you are a physiotherapist. Your local media, as well as the press, can be effective channels for publicizing your company. This is especially true if you have a relatively mature target audience.
You can ask the media to speak about your physiotherapy clinic and services, but they may not be willing to pay for advertising space. This will produce less impact than valuable content. MDG Advertising claims that 70 percent consumers prefer to learn about products through relevant content rather than traditional advertising.
For your business to be promoted indirectly in a newspaper, or on a local radio station for free, you will need to produce newsworthy content directly related to the services that you offer.
A poll can be done to find out interesting information about the residents of your area. It’s also possible to talk about an innovative method that you are using in your center and the great results it is producing.
Here are some tips to help establish contact with your local media.
Make a press statement. A headline, opening phrase, body (describe your story, why it’s important), and contact information should be included.
Analyze which media will be published your content. Get in touch with a journalist who has written or contributed to topics related physiotherapy and health. There is a higher chance that the media outlet will publish your content.
Double-check with the journalist or media outlet. The first contact should be made by phone. You will need to ask for the particular journalist or the person responsible of the section that you are searching for. After congratulating them on their latest article or work, explain your subject briefly.
If the journalist is interested in your story, they will send you their email to let you know how you can reach them. This allows journalists to recall you more easily and will reduce the likelihood of your email getting lost in their inbox.
#3 Advertise on Google
AdWords are a pay-per-click platform. Google offers AdWords, a pay per click platform that allows you create ads that appear both on Google’s results pages and on other websites. Google can help you get your website to show up in the first results when someone searches for an physiotherapist in your area.
Advertising on Google can be an effective physio marketing strategy for many reasons:
Google is the best place to search for physiotherapists. Google Trends reports that worldwide searches that include the keyword “physiotherapists” have been steady over the past five year. The same report indicated that October is most popular month to search for this type. Google has the potential to help your target.
Google Ads don’t interrupt navigation. Google Ads are not intrusive as they only show up when users search for a solution. The user would search for a qualified physiotherapist.
Google users who are receptive to your ads after performing a search are far more likely than those who listen to an advertisement from your local physiotherapy center on a local station when the service is not needed.
AdWords is a cheaper way to advertise. Google AdWords usually costs less than traditional media such as radio, newspapers, and television. Clicking on your ad is all that you have to pay. This makes your campaigns more profitable.
#4 Google Maps: Positive Reviews
Google Maps is a great way to increase visibility for your physiotherapy clinic. This can be fixed by creating an account at Google My Business and verifying your center. If another business has already registered at the same address as yours, you can request it.
It’s possible you are wondering why this registration is important. Not only will your center appear on Google Maps but also being listed in Google’s business list will allow users to leave reviews about you physiotherapy center.
Google will enrich the Google search summary with star ratings, average scores and reviews when your website is found in organic (non-paid) results.
Rich snippets are a way to make your website stand out on Google search results pages. They can also help increase click rates by as much as 30%.
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