Your Marketing Is Evolving — And So Are We
Welcome to this month’s Digital Bulletin! This month’s issue is all about what’s working, what’s changing, and how we’re staying ahead of both, so you don’t have to. From shifts happening inside Google to the real numbers behind your social media presence, there’s a lot of good news to share.
Here’s what’s inside:
- Why Some Google Appointment Links Are Disappearing
- Warming Up is Vital for the Patient Engagement Email Strategy, Not Just Exercise
- Working Smarter: How AI Is Changing the Way We Serve You
- Your Social Media Is Working and Here’s the Proof!
- Success Tip of the Month: Make Your Google Business Profile Work Harder for You
Why Some Google Appointment Links Are Disappearing
Google is rolling out an update that affects how appointment and booking links appear on Business Profiles.
They’re putting more emphasis on links that lead directly to a true scheduling experience. Because of this, some links, especially those pointing to general pages or non-booking tools, may be removed automatically if they don’t meet the new criteria.
This is a platform-wide change and part of Google’s ongoing effort to improve user experience and build more trust in Business Profile actions.
Our team is keeping a close eye on all profiles to make sure appointment links align with these updates. If anything needs to be adjusted, whether that’s updating, replacing, or reconfiguring a link, we’ll take care of it.
At this point, we don’t expect any meaningful impact on lead flow. Most users still call directly or visit your website to request an appointment, and that path remains unchanged.
No action is needed on your end. We’ve got it covered. If you have any questions, feel free to reach out to your CSM.
Warming Up is Vital for the Patient Engagement Email Strategy, Not Just Exercise
If you’re considering the Ultimate + PES package, or are already on it, you’ve likely heard of our team mentioning an email “warm-up” period. When we launch your email strategy, we don’t just flip a switch and blast your entire patient list on day one. Instead, we do something much smarter: we warm up your domain first. Think of it like building a reputation at a new job, you earn trust gradually, and it pays off big time down the road.
A domain warm-up is a one-time, carefully staged process where we increase your email sending volume in deliberate steps. This usually takes roughly 4-6 weeks to complete, but your Patient Engagement Specialist would have your specific timeline based on email list size This signals to inbox providers like Gmail and Outlook that your emails are legitimate, expected, and wanted — not spam. Skip this step (or rush it), and you risk landing in junk folders or getting flagged entirely.
Here’s an example of a custom warm-up plan:
| Step | Audience Size |
| Email 1 | 100 patients |
| Email 2 | 200 patients |
| Email 3 | 400 patients |
| Email 4 | 800 patients |
| Email 5 | 1,600 patients |
| Email 6 | 3,200 patients |
| After step 6 | Full list — fully warmed up! |
Each step builds on the last. Inbox providers see a healthy, growing pattern of engagement — and that reputation sticks. It’s what ensures your monthly newsletters, reactivation campaigns, blog emails and patient promotions actually land where they’re supposed to: the inbox.
Timing matters more than you might think. Rushing the schedule or skipping steps undermines the entire process and risks having to start over. This is why we manage it closely and why strict adherence during the warm-up phase is imperative. Once your domain is warmed up, it’s warmed up for good.
Once fully live, your Patient Engagement System delivers:
- 52 to 104 customized emails per year to keep patients engaged year-round (based on email list size)
- Automated campaigns — New Patient Welcome, Happy Birthday, Review Generation
- Monthly branded newsletters designed as digital magazines, plus print options
- 8 custom social posts per month with strategic captions and hashtags
The domain warm-up is the foundation that makes all of this possible. When the email channel is healthy, the entire ecosystem — email, social, print, and web — works together to drive patient reactivations, new patient acquisition, and lasting top-of-mind awareness for your clinic.
Working Smarter: How AI Is Changing the Way We Serve You
Artificial intelligence is everywhere right now, in the headlines, in conversations, and increasingly, in the tools your marketing team uses every day. But at our agency, we’re not using AI for the sake of it. We’re using it intentionally, in ways that make our work faster, sharper, and more valuable to you.
Here’s a look at how two of our teams are putting AI to work behind the scenes.
PES Team: Smarter Strategies, Human-Driven Results
We leverage AI to analyze performance trends, generate fresh content ideas, and streamline behind-the-scenes processes. This helps our team work more efficiently and stay proactive in our strategy.
What does that mean for you? Faster turnaround times, more consistent content, and strategies backed by deeper insights, all while maintaining the personalized, human approach you expect from our team.
AI does not replace our team. It enhances it. Every piece of content, every strategic decision, and every client interaction is guided by real people who understand your practice, your goals, and your patients.
Customer Success Managers: Deeper Insight, Better Conversations
Our Customer Success team is using AI to do something deceptively simple: see more clearly. By identifying patterns in performance data and uncovering opportunities that might otherwise go unnoticed, they’re able to walk into every client conversation with more clarity and sharper recommendations.
For clients using WhatConverts, especially those taking advantage of features like call transcription and lead analysis, this means an even deeper look at lead quality, patient intent, and where opportunities may be slipping through the cracks. The result is more focused conversations, smarter prioritization, and faster adjustments when something needs to shift.
As always, AI handles the analysis. Our team leads the strategy. This Is Just the Beginning.
These two teams are part of a broader story we’ll be sharing over the coming months. Our Design, PPC, and SEO teams are each leveraging AI in their own ways, and we’re excited to pull back the curtain on what that looks like in practice.
In the meantime, if you have questions about how any of this applies to your account, your Customer Success Manager is a great first stop. They’re already using these tools to think about your business, and they’d love to walk you through what’s possible.
Your Social Media Is Working & Here’s the Proof!
One of the most common questions we hear from practices is a simple one: Is any of this actually doing anything?
The short answer is yes. Here’s the longer one.
Over the past 12 months, our team managed social media channels across physical therapy practices across the US and Canada. Together, those practices generated 11.9 million organic impressions… meaning 11.9 million times, a real person saw a post connected to a PT practice we manage. That reach wasn’t driven by ad spend. It came from consistent, strategic content showing up where patients already spend their time.
And those impressions converted. Across our portfolio, the average engagement rate sits at 5.03% – roughly 1 in 20 people who saw your content chose to interact with it. They liked it, shared it, commented, or took action to reach out. For organic content, that kind of response is a real signal; it means your practice is showing up as active, credible, and worth paying attention to.
A couple of things we’ve learned from this data that are shaping how we work:
How you say something matters as much as what you say. Content that educates and genuinely adds value consistently drives stronger engagement than content built around generic calls to action. Your patients want to learn from you, and when they do, they stay connected to your practice.
Consistency compounds. The practices seeing the strongest results weren’t posting the most – they were showing up regularly with the right message at the right time. Over 12 months, that adds up to a lot of impressions, a lot of touchpoints, and a lot of reasons for patients to choose you.
This is what strategic social media looks like in practice, and it’s what we bring to your clinic every single month.
Success Tip of the Month
Your Best Marketing Tool Is Already in Your Waiting Room
The next time a patient thanks you or says they’ve been sending friends your way, don’t let that moment pass. A simple, personal ask goes further than any automated reminder — here’s how to do it:
Step 1 — Spot the moment. Listen for patients who compliment your staff, express gratitude, or mention they’ve referred someone.
Step 2 — Make the ask. Say something like: “That means so much to us. Would you mind sharing that on Google? It really helps new patients find us.”
Step 3 — Tell them exactly where to go. Ask them to search your practice name on Google and tap “Write a Review” on your Business Profile.
One ask per week adds up fast and fresh, specific reviews are one of the strongest trust signals for both Google and new patients.
Quick Links
To login to your Marketing Analytics Dashboard, visit https://practicepromotions.clientseoreport.com/.
This is where you’ll find your Total Leads Summary, Website Performance, and ROI information.
Engage… remind me where that is again? We’ve got you. Login to your dashboard at https://practicepromotions.email/app/user. If you need help, reach out to your Digital team on Basecamp.