A critical audience for you to reach out to in your physical therapy marketing plan is past patients. Past patients already have had a relationship with your practice and care. This is why statistically 60% or more past patients return for additional treatments. Your practice may have a mailing list of thousands of past patients.
When it comes to your postcard mailing list, past patients is a great place to start. You are more likely to get a new appointment from a prior patient as they know what to expect. And, they have already seen great results from your PT. If you are already mailing a newsletter or campaigns to past patients or simply want to attract new ones, you can also consider purchasing a list of local community members. This list should be properly purchased through a marketing company, such as Practice Promotions, and can be targeted to optimize results. For example, you may want to mail to females, over the age of 35, and with a certain household income. Because, they are often the healthcare decision makers in the family. You can also specify your list to a certain radius around your clinic. When direct mail marketing to a targeted list of non-patients, you need to convince them that physical therapy is best solution for their problem. You also want to emphasize that your clinic is the place for them to get care. This takes repeating your message several times to build credibility. We caution practice not to expect to get a huge response from one mailing. By repeatedly mailing physical therapy postcards, you will build interest and start to see a spike of results with people calling in for appointments.
Do you have a set of physical therapy brochures that you can use to market your practice to both patients and physicians? These brochures should be a core component of your marketing materials. They help to explain your general services and specific treatments—encouraging someone to choose you for their care.
Your brochures should be able to advertise your practice to a variety of audiences—patients, physicians, community members etc. The goal is that every reader should become a part of your marketing team. And thus, they can be providing word of mouth referrals to friends, family, and patients. This strategy applies to your monthly campaigns too. Every couple months, you can direct mail these brochures to past patients for reactivation promotions and as a compliment to your other mailings. Whether distributing in person or mailing them directly to patients’ homes, the topics and content needs to be easy to understand and shareable. A patient may know someone with a specific injury or condition. And, they want to be able to share relevant information and help their friend feel better. For word of mouth referrals to be successful, patients need to feel confident enough to provide their recommendation and advise their friend to see you for PT. Make it easy for patients to talk about your practice and give them informative brochures to help aid their conversations.
Marketing your PT practice should include a variety of programs and promotions—from your clinic signage to your practice’s website to direct mail newsletters. Each of these programs will resonate with a different patient. Therefore, it is important to consistently maintain several promotions to maximize your marketing results. A custom physical therapy newsletter, mailed directly to clients each month, is one of the most effective ways to guarantee that you reach and reactivate past patients. Newsletters give you the opportunity to include a variety of content, such as exercises, articles, testimonials, and clinic news.
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