Physical therapy marketing can be a challenging task, especially for private practice owners trained in the art of healing (not business). Since you opened your practice, marketing efforts have been limited to listing your phone number, passing out business cards, and providing expert care…hopefully generating word of mouth traffic to your practice. These are great steps to take, but how do you know which marketing efforts to employ, which are paying off and which to ditch? Here are 3 signs your physical therapy business needs a marketing makeover.
1. Doctors aren’t referring to you
The most common reason doctors don’t refer patients? They don’t know who you are or what you do and your unique selling proposition probably doesn’t differentiate you from the next orthopedic PT in town. The doctors have to be able to recognize the need and understand how you can help, otherwise they don’t know who to send to you. Referrals are a two way street. When a physician receives a new patient from your office, they are more likely to remember your name and refer patients back.
Don’t know where to start? Begin with a handful of doctors with specialties and patients most likely to need your help and send you referrals. Know what each kind of doctor can do to help your patient and refer out depending on condition. Patients are likely to go both ways such as patients who come to you after orthopedic surgery that need a new prescription. Having a network of reliable doctors can help keep your business buzzing.
2. Clients seem to disappear
Do your patients agree to a plan of care and then stop coming in, never to be heard of again? On average, 20% of physical therapy patients drop out of their plan of care in the first 3 visits and another 20% disappear before their 7th visit. These clients are unlikely to have reached a full recovery and it is more likely they will not become fans of physical therapy or your practice if they leave treatment early without seeing results. Client retention is crucial, and ensuring patients achieve the best outcomes possible.
Client retention can be difficult if you do not have a plan in place to keep them coming back for a complete plan of care. Getting them to stay can be as easy as your therapists having proper training on what to say to educate and keep them engaged from the very beginning. Remember, a client kept is a client earned. Focus on keeping the clients you have before going out to look for more.
3. You don’t track your numbers
If you aren’t tracking your numbers, chances are you aren’t sure where you need to improve. You should track referrals (and conversions), new client evaluations, cancellations, no shows, # of visits, etc. on a daily basis. In addition, knowing where your leads are coming from and where they are going makes managing a physical therapy business a lot easier. Remember, you can’t manage what you don’t measure.
Tracking these metrics can appear daunting at first, and is to many small business owners. FYZICAL College shows you all of the metrics you need, how to track them, and what to do when they are off goal. FYZICAL College will also show you how to keep your team motivated to stay on track and beat your goals.
Marketing is one of the ways physical therapists communicate with other doctors and patients who can benefit from their services. Marketing management can help you fill patient vacancies and motivate patients to continue their recommended course of care through to recovery.
If you are interested in improving your physical therapy marketing strategy and are unsure where to start, FYZICAL can help. Click here to learn how.
