Online advertising, or digital marketing, is the big picture or 10,000-foot view of your PT practice’s digital marketing and online presence. For example, does your PT marketing plan ensure that your practice’s website content coordinates with your social media marketing? Has your practice been able to adapt to recent changes in social post content and formatting? Online advertising does a number of things, but first and foremost, it is a platform for spreading useful information about your PT practice. This information can serve a variety of goals—one of which is to highlight you as the experts to turn to when someone is in pain and needs PT. Online marketing also creates a digital presence that attracts new patients, makes it easy for new patients to find information about your practice, and allows others such as physicians and peers to easily share your information. Lastly, statistics show advertising both online and in print is proven to deliver the best results!