Marketing Messaging

The difference between an everyday marketing campaign and a record-setting promotion usually comes down to two things. Its either the relationship between the messaging and design or the placement and delivery of the marketing. Before you can consider placement, such as print newsletter, website, or email, and delivery (day, time, audience), you need to find the perfect match of messaging and design. Let’s look at a couple approaches and thought paths that can lead to you to a successful marketing campaign.


Many practice owners fall into the cost logic trap. For example, “If I am spending $2,000 on this postcard, I want to fit as much content as possible so that I get the biggest bang for my buck”. Let’s think this through a bit—it’s the month of November and your mailbox is flooded with holiday shopping catalogs. You grab a stack to flip through while watching TV one evening. Catalog A promotes event and party supplies and each page showcases at least 10 different products with every product detail available. Catalog B promotes women’s clothing and shows 3-5 pieces per page with only the essential product information and consists of roughly 20 total pages.

It’s the end of your show and time for bed, which catalog or products will you most likely remember? Most people would be attracted to Catalog B. Why? Because, it’s has a clearer, simpler, and more cohesive message. This allows you to focus on an individual product versus being overwhelmed by too many choices and too much information.

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Typically, you can work with a professional graphic design who can deliver a quality layout. This layout will organize your content and information. But, finding the right photo to encapsulate your messaging is tough. PT marketing campaigns can use two main image types. First, pain photos such as a man grabbing his knee or woman rubbing her neck. Or, healthy photos like a man running or a woman lifting a child.

These image types evoke very different emotions and responses in your marketing’s viewer. Pain photos tend to produce a feeling of empathy. They propel the viewer to relate to the physical pain from an injury or condition. Healthy photos promote feelings of achievement. They also inspire a desire to regain function and mobility, returning to everyday activities or favorite pastimes. The right type of image for your marketing will depend on what you want the viewer to feel and what actions you want them to take.

For example, a postcard featuring a man holding his lower back while seated in an office chair and the messaging “do you have trouble getting through the workday?” encourages the viewer to empathize with the man’s pain while at work and to want to go to PT. Versus, a postcard featuring a happy woman playing tennis and the messaging “get back in the swing of things” encourages the viewer to desire returning to a favorite sport and aspire to improve their physical condition with physical therapy.

The right pairing of messaging and design should align with and achieve your marketing campaign’s goal. Want more ideas to optimize your promotions and produce flawless print and digital pieces? Check out our portfolio and sign up for our free newsletter demo!

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