Practice owners know that not all new patients equal the same results for your business. Typically, there are a few types of new patients that each present their own unique set of pros and cons. From compliance issues and delinquent payees to stretching superstars and frequent referrers, the patient can often make or break the experience with your clinic. So how can you target the right type of patients that bring both results and revenue to your practice?
PT advertising is not just creating monthly newsletters and posting blogs to your website and social media. Marketing is only successful in attracting new patients when the ideal viewer is within your target. For example, your goal is to get 20 new patients per month from your website and social media. Each month you are getting 15 appointments from the website and 5 from Facebook. But, those from Facebook tend to be less reliable and compliant with more payment issues. On one hand, you are meeting your goal of 20 new patients per month from online marketing. However, 5 of those often yield less than optimal results and create billing challenges for your practice. How can you still make your online marketing conversion goal—and get better patients from Facebook? The answer is targeted advertising.
First, you need to identify the demographics around which patients perform the best for your practice from a conversion and compliance perspective. Are they mostly 35-55 years old professionals? Or, do you see the best results with seniors 55+ who are retired? Maybe athletes age 25-45 with full-time jobs are top patients. Once you know your advertising demographic, it’s time to optimize your marketing to attract those new patients.
To target new patients with physical therapy advertising, you need to 1) know who you want to reach and 2) how to best reach them. This takes a mix of diving deep into your marketing analytics and optimizing content + delivery for your promotions. For more information and to schedule a webinar with a marketing expert, contact us today!