Developing a Physical Therapy Marketing Plan

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The best way to start marketing your physical therapy business is to first develop a marketing plan so you know what steps you need to take to reach your goals. Marketing plans are not hard to develop …

The best way to start marketing your physical therapy business is to first develop a marketing plan so you know what steps you need to take to reach your goals. Marketing plans are not hard to develop but you need to know what you should include. Any small business can put together a marketing plan to work with. Take a look at our advice for what you should include in your marketing plan.

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  • 1. Developing a PhysicalTherapy Marketing Plan Brought to you by the marketing experts at www.demandmart.com
  • 2. Developing a strategic physical therapymarketing plan is the first step to growing your practice. The challenge for most therapistengaged in the practice of healing and helpingpeople, is deciding how to approach a strategic plan and what to include.
  • 3. Like any small business marketing plan, it is important to focus on key factors for running aprofitable small business which include finding a niche that fulfills a customer need whileproviding quality therapy, controlling the growthof your practice, and maintaining high customer satisfaction.
  • 4. Naturally then, the first step in approaching a physical therapy marketing plan is to target aspecific audience whose needs your services can fulfill and they will benefit from. Here are some basics for developing a physical therapy marketing plan for your new practice.
  • 5. Conducting Market ResearchConducting market research will help you decidewhich direction to focus your services and who totarget.• Find out what potential clients want in a particular demographic or locale. Talk to doctors who refer physical therapists to their patients. When you determine a targeted clientele, determine: – what prevents them from enjoying life fully – where they go for help – how you can fill their needs
  • 6. Research your competition by looking at how theymarket their services.• Conduct a comparison analysis of your clinic and services to theirs. – Is there a client need that your services fulfill that others do not? – Is your area of expertise is already saturated?• Informal observations of and interaction with competitors in your locale can also reveal telling information about effective marketing strategies and customers’ needs, and where to focus your physical therapy marketing plan.
  • 7. • Keep up to date with economic, political and marketing trends that impact the medical community so you can maintain a proactive marketing strategy that responds to changing market conditions and practices, and optimizes opportunities in the marketplace.• Initial market research is valuable for developing a strategic physical therapy marketing plan, and this type of research should be an ongoing process.• Now that you have targeted specific customer segments and locales, and know the trends in your industry and the strategies of your competition, it is time to design an integrated marketing plan based on your solid research.
  • 8. Develop an Integrated Marketing Plan• An integrated physical therapy marketing plan includes four components: – services – price – promotion – distribution• As you develop your plan, consider each element of the mix and how it will function to contribute to the overall goal of the plan.
  • 9. Identify your Services• Your services should be highly specialized and target a specific geographic or customer segment.• When creating this definition, it is important to think of your physical therapy services as products and market them as such.• For instance, focusing on the benefits of your particular services - a good night’s sleep or getting back to the tennis court – rather than the treatment itself.
  • 10. Price• Keep your prices competitive and offer packages.• Where does your pricing need to be to turn a profit while controlling growth?• In the physical therapy practice, it is best to focus your prices on patient goals rather than individual treatments.• You should be promoting packages to clients that solves their problems and helps them reach their goals quicker.
  • 11. Promotion• Awareness, recognition and consumer interest lead to a purchase. For small businesses, traditional marketing campaigns that include brochures, radio, TV, newspaper and magazine advertising can be too costly. Here are some avenues to consider integrating into your physical therapy marketing plan for creating awareness of your services and generating interest: – A couple strategically placed print ads and brochures reaching a target audience can be more effective than a general media sweep. Seek out venues that promote healthy and physical lifestyles such recreation centers, gyms, and health food stores. – Social media such as Facebook and Twitter are free networking tools that can reach infinite potential customers in real time, which gives you the advantage of creating and maintaining relevancy for your practice. – An Internet presence is an essential marketing tool for a physical therapy practice. Promoting your services through a website, newsletters and blogs will make your practice more visible to the many customers who look to the Internet for information.
  • 12. ConclusionYour physical therapy marketing plan should bea working blueprint for how your clinic initially conveys its brand, reaches and helps a community of customers, and evolves as a profitable business.
  • 13. 60 Day Free Trial Capture and share leads, while marketing online today!Try demandmart free for 60 days. Visit demandmart.com and enter the code Slideshare.demandmart will – Create a personalized marketing profile – Submit your company to leading search engines and directories – Allow you to build business networks and share leads – Provide an easy to use blog and newsletter tool – Allow you to easily create and share coupons – Provide a simple to use appointment request system – Send automatic email responses your customers