Today on the Podcast: Winning with Google Ads for Speech Therapy
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About This Episode
Today on the Practice Promotions Podcast, we're joined by Wendi Stanley, VP of PR & Marketing at Rebound Physical Therapy, to discuss how their practice is using Google Ads and Facebook Ads to grow its speech therapy program and connect more families with the care they need. Rebound, a three-location practice in Topeka, Kansas, has partnered with Practice Promotions since 2018 on everything from Google Ads and websites to patient newsletters and marketing materials.
In this episode:
- Why Rebound invested in Google Ads for speech therapy and the opportunity they saw
- The biggest marketing challenges speech therapy practices face and how to overcome them
- How to create Google Ads that focus on patient outcomes instead of just listing services
- How Facebook Ads build trust and awareness before patients even need therapy
- Why Google Ads and Facebook Ads work best together, not against each other
- What it's like working with Practice Promotions and why ongoing optimization matters
- Wendi's advice for speech therapy and rehab practice owners looking to grow through digital marketing
Ready to attract more speech therapy patients? Practice Promotions helps rehab practices grow with Google Ads, SEO, high-converting websites, social media, and more. View our Marketing Plans & request pricing at PracticePromotions.Net
Listen Above or Read The Summary Here:
Understanding Your Market: Key Audiences and Messaging
Neil and Wendy Stanley, VP of Marketing for Rebound Physical Therapy, highlight the importance of understanding your target audiences. For Rebound, these are primarily families with children needing speech therapy and adults requiring post-stroke care. Wendy explains that families often don’t recognize the need for therapy, focusing instead on solving problems like unclear speech or cognitive issues.
Neil emphasizes the need to tailor marketing strategies to these distinct groups, noting, “You need to be able to speak and help call out those common issues and problems that those families face because then they start to get enlightened of, oh wow, I can get help for this.”
Effective Marketing Strategies for Private Practices
Wendy shares that the most effective marketing strategies focus on solving potential patients’ problems rather than promoting the practice itself. Rebound’s initial success came from advertising a “no wait list” policy, which quickly drew in patients due to the long wait times elsewhere. Wendy advises, “You always want to help solve that problem. So we don’t ever go for the selfie approach. It’s more of what are they struggling with?”
Neil adds the importance of messaging that highlights convenience, stating, “Can you speak to speed of delivery? Can you speak to convenience, convenient location, convenient times?”
The Role of Google Ads in Practice Growth
Wendy explains that adding Google Ads was crucial for Rebound’s growth, especially when traditional methods didn’t yield the expected results. She notes that while Facebook is great for brand awareness, Google Ads target those actively searching for solutions. Wendy states, “When people are scrolling on Facebook, they’re not scrolling on Facebook looking for help or to solve a problem. It’s more social. Google Ads, after really taking a deep dive into it, that’s where individuals, they’re searching.”
Neil emphasizes the importance of targeting the right audience, explaining, “You want to be able to capitalize on that top 10% of people who are ready to do something. They’re looking for a speech therapist.”
Practical Tips for PT Practice Owners
- Identify Key Pain Points: Wendy advises focusing on what potential patients are struggling with and addressing those issues directly in your marketing.
- Leverage Google Ads: For practices looking to grow quickly, investing in Google Ads can help reach those actively searching for your services.
- Utilize Multiple Marketing Channels: Neil highlights the need for a diverse marketing strategy, including social media for brand awareness and Google Ads for capturing search-driven inquiries.
- Community Engagement: Wendy stresses the value of being active in the community to build trust and recognition.
Ultimately, both Neil and Wendy agree that understanding your audience and utilizing the right marketing tools are key to successfully growing a private physical therapy practice.
Common Questions Practice Owners Ask About This Topic:
- How can Google Ads help grow a speech therapy practice?
- What are effective strategies for marketing speech therapy services?
- How do Google Ads and Facebook Ads complement each other in healthcare marketing?
- What are common challenges in marketing speech therapy practices?
- How do you measure the success of Google Ads in healthcare?
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See how the right marketing ideas can help you grow your Physical Therapy or Chiropractic clinic