“A picture is worth a thousand words” per the age-old saying—this is especially true for your digital marketing. When promoting your PT practice online, the branding (logo, images, and photos) that you use to depict your clinic are often the first time a potential patient is “seeing” your business. What type of first impressions are online viewers developing?
Let’s look at ABC Physical Therapy. The clinic has an OK website—it’s not the latest and greatest. But it works well, provides relevant information, and is performing well in SEO or search engine optimization. ABC PT’s logo is prominent in the header and footer and corresponds to the site’s overall design colors and scheme. When the user starts to look beyond the homepage though, things take a downward turn. There is a large image that relates to the treatment described at the top of each service page, but the photos are self-photographed and look “grainy” or pixelated. Since the clinic has fluorescent lights, the people in the pictures look blue/orange and have a lot of shadows on their faces. When the user looks at clinic photos, the equipment looks washed out and has flash marks in the reflections. The staff photos look more like mug shots than professional headshots. Ultimately, the user keeps ABC PT on their list of potential clinics, but keeps researching to see if other clinics look more promising.
What could ABC PT have done to make the “hard sell” and get a new patient through their website and online branding?
Let’s look at a Practice Promotions client, Loudoun Sports Therapy Center, who successfully redid their website using a great mix of stock photos and high-quality self-photographed images.
Good for: homepages and services pages
Best for: about us and staff pages
Good for: facility pages or galleries, high specialized or specific treatments/equipment
Get a “photographer” who has a working knowledge of how to set and shoot portraits and who owns a high-resolution camera
Whether you choose to use a professional photographer or DIY, high-quality photos of both your staff and clinic are an invaluable marketing asset especially for online marketing. Prospective patients and referrers often feel more confident about their healthcare decisions when they are able to see the staff and clinic that will be providing services. You also can use these images to enhance and revamp print marketing pieces and programs.
“I have nothing but positive to say about them. Their customer service is great.”
“I have had to hire another physical therapist and now looking at moving into a larger building!”
“We couldn’t be more thrilled with the quality of marketing materials. Highly recommend!”