Most practices run a series of both recurring promotions, such as a Free Screening offer in the monthly newsletters, and seasonal offers to encourage patients to come to PT. Sometimes this marketing strategy works, and other times you may only get one or two patients who take advantage of the offer. What makes a campaign successful and drive patients to book an appointment for physical therapy? Take a look at these key considerations in creating your next PT promotion.
Use your retail shopper hat here. If an item is worth $10, it is better to say “Save 20%” or “Save $2”? Two dollars sounds small—the price of a coffee or a candy bar. But, “Save 20%” sounds like big savings, even if it is the same discount. Think about your promotion as a savvy shopper and go for the sticker sell.
For a discount of $20 off a personal training session, which normally costs $60, your promotion should say “30% Off a Personal Training Session”. A good rule of thumb is to always choose either the dollar value or percent savings with the larger number (ie. 30% is greater than $20).
Offering something for “free” doesn’t necessarily correlate to a savings or discount to your patients—unless they know the full price value of the service. If you would normally charge $35 for a 15-minute free screening, market the $35 value of the free offer. “Get One Free Screening, a $35 value” gives quantifiable weight to your standard promotion.
It might sound too easy, but people inherently associate the color orange with savings. The prominence of orange in advertising, from car commercials to store sale stickers, has led our minds to psychologically associate the color with a discount. You can use orange subtly so as to not conflict with your brand and marketing style guide. Think about adding an orange flag to the corner of your marketing or a dashed, orange border around your coupon.
It can be tempting to add !! to EVERYTHING to draw attention to the offer. But extra punctuation and all caps doesn’t equal increased engagement or patient visits. You want your practice to maintain a professional voice and consistency in its marketing communications. Reference the advertisements for corporate services, high-end retailers etc. These promotions typically use a clean, readable font and standard grammar. Mirror these style guidelines for your promotions.
If you have a coupon or printed promotion, be sure to include your practice logo, name, and phone number so that the patient can call to redeem the offer. Even if this promotion is included with other marketing materials, the paper may become separated and thus needs to stand alone as an individual component. For digital promotions, such as social media or email offers, include a link to your appointment request form or contact us page to facilitate easy booking.
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