The document outlines a strategic physical therapy marketing plan emphasizing the importance of identifying a target audience, conducting market research, and developing an integrated marketing approach. Key elements include defining specialized services, pricing strategies, and utilizing effective promotional channels such as social media and local advertising. Continual analysis of competition and market trends is essential for maintaining a proactive and profitable business.

1. Developing a Physical
Therapy Marketing Plan
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2. Developing a strategic physical therapy
marketing plan is the first step to growing your
practice. The challenge for most therapist
engaged in the practice of healing and helping
people, 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 a
profitable small business which include finding a
niche that fulfills a customer need while
providing quality therapy, controlling the growth
of your practice, and maintaining high customer
satisfaction.

4. Naturally then, the first step in approaching a
physical therapy marketing plan is to target a
specific 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 Research
Conducting market research will help you decide
which direction to focus your services and who to
target.
• 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 they
market 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. Conclusion
Your physical therapy marketing plan should be
a working blueprint for how your clinic initially
conveys its brand, reaches and helps a
community of customers, and evolves as a
profitable business.

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