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How To Market PT With a Live Webinar

So you’re unable to have in-person workshops. With some states entering Phase 1 and 2, some people are still looking to stay at home. However, in this day and age, we are able to connect with others through technology. So why not host your workshops on a webinar?

You’ve seen it work for others, why can’t it work for you? There are a lot more to webinars than just hosting a video on your site. You need…

  • Presentation plan
  • Offer
  • Promotion Campaign to get signups,
  • Reminders to attend,
  • Follow-up campaign to close new patients.

Jumping in without a roadmap could mean wasting time and fewer patients gained.

That said, Digital webinars are relatively cheap and easy to start doing. Plus, when planned well, they can engage new, current & past patients and build trust in a more personal way than email campaigns.

We will walk you through how to execute a successful webinar. These steps are modeled after the exact webinar strategy we use each and every month. Results WILL vary based on the topic, but we’ve found this structure pretty successful.

Here Is What You Need To Start Virtual PT Workshops:

A Presentation plan:

This is the meat of your webinar. Just like writing a blog, your presentation needs to have a plan. Start off by stating your Theme (The point you are trying to prove to your viewers). Once you define your theme, decide how you are going to say it. Will you have a host? Or Will it be a conversation/ Q&A style or will it be introducing a new service at your practice? Once you find your voice the rest of the planning will be easier.

An Offer:
The ultimate goal of your webinar should be to get evaluations or assessments. Whether you’re pointing to telehealth or in-person, plan a clear call to action and have an easy way to signup online. Additionally, do you plan to have something your audience can take advantage of after the webinar? It can be a Download, a Coupon for a Free session, something extra for when they claim the offer. Tease this bonus near the beginning of the webinar but save the signup method for the end.

Promotion Campaign (to get signups):
Here is what’s worked well for our Promotion campaign.

    1. First invite (3 weeks out🙂 This is your longest email. The first initial email will break down exactly what to expect on the webinar with a register link/button at the bottom.
    2. Second (2 weeks out:) This will be your first reminder email. You’ll still have a big piece of what the webinar is about. We recommend moving the “Sign up” button to the top, followed by your description of the webinar.
    3. Third (1 week prior:) Again, Have the “Sign up” button at the top and a smaller description of the webinar.
    4. Fourth (5 days before:) This is where you should start to build urgency. Keep the description small but really focus on your Call to Action. We recommend changing your subject line to something like “Spots are filling up..” or “Time is running out..”
    5. Fifth (Day before:) Change the subject line to create that sense of urgency.  For Example, “Last chance to sign up.”
    6. Sixth (30-minute before:) This is your last opportunity to get last-minute sign-ups. We generally go with a simple “About to start [30 Minutes]” And the body of the text is very short, with a sign-up button.
    7. Seventh (Last email:) This is sent to those who have signed up. This will contain the link to your webinar. It’s important to hold off on sending the link until the last few minutes. You don’t want to risk it getting lost. Note: remember to exclude people who have already signed up.

Social Media Post:

While you have an email campaign, you should also compliment it with a social media campaign. You should alternate the emails and social media posts, so they aren’t going out on the same day. Here are a few examples.

Follow-up campaign ( to close new patients):

After the Webinar, you’ll want to send out a follow-up email, about 3 days after, with a replay of the webinar. This is your “Incase You Missed It” Email followed by a “Did we leave questions unanswered?” section, to give them an opportunity to engage with you past the webinar.

Now all that’s left is to plan your next webinar!

Additional Live Webinar Best Practices:

Don’t get discouraged by one or two moderate, uncomfortable sessions if this is new to you. Just like presenting in person, presenting online takes practice. Once you’ve covered the basics, there are a handful of more advanced strategies you can use to improve results:

Webinars With 2 Speakers Draw More Signups Than 1

Adding a second expert to your call is a great way to build credibility. Or if you’re presenting the primary content as the expert, consider asking an energetic staff member to be featured as the host (welcome people to the call, introduce you with credentials to build your credibility, etc). You’ll want to show each speaker or host’s profile picture on the signup page so people feel a personal connection. It also adds a touch of professionalism and confidence to your webinar promotion.

Create Interactive Polls

Include a couple of “Poll” questions along the way, especially in the first few minutes. Depending on the webinar software you use you can set up polls ahead of time, or just have attendees type in the chat window.

Get Personal

On the confirmation page after they sign up, have a place to enter a question you can review before the call starts. Make it specific to the topic like “What is the #1 thing back pain is stopping you from doing?” or “What question or concern has stopped you from getting Physical Therapy before?”

Read the answers to this a day or so before the webinar & find a way to work answers into your presentation (anonymously).

Open “Story Loops” In Your Presentation

Humans react to stories. Every movie ever made does 1 thing in the first couple minutes to psychologically make you want to sit for two hours. That 1 thing is to open a story loop.

Almost as soon as we meet the main character, we find out they got overlooked for a promotion again, are they ever going to be recognized for their hard work & impress that attractive client?

That’s a story loop.

And, I can promise you it won’t be answered until you’ve watched the whole movie. Find a story loop your potential patient connects with & open that at the beginning. There are 2 ways to do this, you can use the listener in a hypothetical situation like “Is pain a part of getting older or can you fix it & play with your grandkids without waking up sore?” Or you can use patient examples:

  • “2 months ago a patient told me they had to stop playing tennis because of chronic knee pain. She loved tennis. She’d played for 20 years. She actually started to cry telling me, worried she’d never play again… I asked her if she would let me treat her for 6 weeks to see if she could get rid of that pain. She agreed it was worth a shot, so we got started. Here’s what we did…”

 

Now, you have an audience who just HAS to know if that person can play tennis ever again. You can tell them how the first step to fixing pain is understanding the root cause. You can explain how you created a specific plan for her to strengthen the weak area & worked with her in the office. Explain how visits work, the importance of home exercises, and why you need to attend all visits even once you start feeling better… What you’ve done is explain simple details of a medical process they didn’t know about but because it’s in a story instead of just slides on a screen – they listened.

Finally, at the end open a picture of that client playing Tennis again just this past week. Include a patient review if possible and tell them they can get back to what they love.

“Wrapping the information you want to tell patients in a story will keep more people engaged and drive more business than just lecturing on PT benefits.”

Add Urgency To Your Offer

When it comes to the offer, people who are on the fence can be moved to action simply by having a deadline to make the decision. Typically, using a 48-72 hour window is a good balance between not being pushy but still creating urgency.

Your presentation, email followup, & countdown timers on your offer page should all reinforce the same deadline to claim your offer.

Another way to add urgency is simply to limit the number of offers available. “We only have space right now for the first 15 people to claim this offer.”

 

The Key To Virtual Workshop Success:

Behind a great webinar is a well-executed plan. Following these steps will get you there. This will help you interact with your patients now, build trust, and increase future patient conversions.

Lastly, don’t think of live webinars and workshops as just a band-aid for global pandemics. Think intentionally about where fit into your marketing funnel! This is a great tool for the “Build Trust” stage:
Build Trust with your patients

What that means is it’s best for people who may already know you exist. It also means your goal is to move them to the next stage: New Patient Conversion.

 

Tools For Hosting PT Webinars:

The Ultimate PT Marketing Funnel™

A 5-Step Formula to 2X Your New Patients

Download Now
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