Today on the Podcast: How JAG PT Became a Market Leader – With CMO Kayla George
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About This Episode
PT Marketing Directors — this episode is a MUST listen! Today, I interview Kayla George, the Chief Marketing Officer at JAG Physical Therapy, a 160+ location practice in New Jersey, New York, and Pennsylvania.
Kayla has been with JAG since it was just a 1-location practice, and she has INVALUABLE advice on marketing, branding, and keeping up with digital trends.
You’ll learn…
- What small clinics can do to build their BRAND
- How JAG markets with digital marketing AND on the ground
- How to keep your brand consistent with mergers and acquisitions
- How Kayla keeps up with digital trends while being a CMO & mother of 4
About Kayla George, CMO of JAG PT
Kayla is a seasoned marketing and PR executive with over a decade of experience leading healthcare brands.
At JAG PT, she’s been the driving force behind a multi-channel marketing strategy that’s helped position the company as an industry leader in a highly competitive space.
From brand architecture and digital strategy, to mergers and acquisitions integration, and community engagement, Kayla has shaped the way JAG connects with patients and grows its footprint.
Visit JAG here: https://www.jagpt.com/
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Listen Above or Read The Summary Here:
Building a Brand: The Journey of JAG Physical Therapy
In a recent conversation, Neil and Kayla discuss the impressive evolution of JAG Physical Therapy and its rise to becoming a market leader. Kayla underlines the importance of a strong company culture centered on growth and opportunity, elaborating that “the basis of our growth is surrounded by our people.” This sentiment emphasizes that a practice’s success is not only about the services offered but also about investing in the development of its staff.
Strategic Growth Through People and Community Engagement
JAG Physical Therapy has adopted both de novo and acquisition strategies for growth, focusing predominantly on opening new locations. Kayla shares insight into how this strategy is incredibly people-centric. The company fosters a supportive environment that encourages clinicians to expand their careers, thus retaining top talent and enhancing patient care. She asserts, “If I don’t provide those outlets, I’m going to lose some really great people.”
Moreover, JAG emphasizes “grassroots marketing,” which has become a foundational strategy in their growth. Kayla explains, “We are here to service a community, and this is how you do it.” This approach allows clinics to maintain a close-knit relationship with their local communities, which ultimately aligns with providing the highest quality of care.
The Power of Data in Marketing Decisions
Kayla delves into the role of data in JAG’s marketing strategy, emphasizing how their electronic medical records (EMR) provide essential insights into patient demographics and behavior. She believes that “understanding trends tells you a lot about your current population, but also where there might be opportunity for growth.” By analyzing this data, JAG identifies potential new locations and service lines that resonate with community needs, reinforcing their position as a trusted provider.
As a leader, Kayla stresses the importance of collaboration with various teams, asserting that “there’s always a piece of the puzzle that you might be missing.” This holistic view ensures that marketing efforts align with clinical insights and administrative needs, resulting in a cohesive strategy that drives growth.
Branding is More than Just a Logo
One of the key components of JAG’s success is its branding. Kayla highlights that brand identity is crucial, stating, “Your brand is your identity. It is what the community needs to know about you.” She believes that consistency across all touchpoints, from internal communications to community engagements, is essential in building a reputable brand. From story-telling to cohesive visuals, JAG’s brand has evolved to cater to a broader audience beyond athletes, representing people from all walks of life.
With multiple acquisitions, JAG maintains a careful approach to integrating new brands. Kayla mentions, “Right before we made our first acquisition, that was a big conversation.” Every acquisition is seen as a learning experience, and she emphasizes the importance of preserving the identity and history of acquired clinics while simultaneously integrating them into the JAG brand.
Kayla also underscores that effective public relations can have a massive impact on a practice’s reputation, advising that practices often overlook this crucial aspect. “Nothing beats having someone else vouch for your business,” she remarks, pushing practices to embrace community engagement and storytelling.
For physical therapy practice owners striving for growth, Kayla’s discussion provides invaluable insights into the importance of employee development, community engagement, and data-driven marketing. Her comprehensive strategies not only highlight the road to becoming a market leader but also provide actionable advice for smaller practices looking to expand their reach.
Common Questions Practice Owners Ask About This Topic:
- How can small physical therapy clinics build their brand effectively?
- What are the best digital marketing strategies for physical therapy practices?
- How do mergers and acquisitions affect branding in healthcare?
- What are the latest trends in digital marketing for physical therapy?
- How can physical therapy practices engage with their local community through marketing?
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See how the right marketing ideas can help you grow your Physical Therapy or Chiropractic clinic