The Ultimate Marketing Powerhouse: FYZICAL's High-Impact Marketing Suite Fuels Patient Growth and Clinic Success

(FYZICAL Therapy & Balance Centers, Wilson, NC: Pictured, L-R: Denise Smith, PTA, Tricia Murray, Client Care Specialist, Dan Burich, Clinic Director, Trey Pickard, Physical Therapy Technician, Juan Ferrer Garay, Owner, Front: Martha Gwaltney, PT.)

When Juan Ferrer Garay opened his FYZICAL clinic in Wilson, North Carolina, last year, he was ready to hit the ground running and build a thriving practice. As a seasoned marketer with 20 years of experience, he understood the power of strategic messaging and outreach, and he knew they would be critical in attracting patients and establishing his clinic's reputation. So when FYZICAL’s Marketing Suite*—a collection of pre-built, high-impact campaigns packed with ready-to-localize digital and print assets—was introduced at FYZICAL's orientation, Juan didn’t hesitate. He jumped at the chance to pilot the program before its official launch, eager to see strategy turn into real patient growth. 

The result? Juan's clinic had 222 scheduled patients in month one and 750 scheduled patients by month six. Learn how FYZICAL’s Marketing Suite, along with attention to detail and customer service, powered Juan’s explosive growth, enabling him to focus on delivering excellent patient care. He plans to leverage these proven strategies as he expands to six clinics.

Q: How did you discover FYZICAL, and what inspired you to join?

Juan: My wife and I have been researching franchises for a number of years. My father suffers from balance disorders, so while researching vestibular issues, FYZICAL kept coming up. I was already familiar with the company, but seeing its expertise in balance made it even more compelling.

FYZICAL stood out because of its comprehensive approach to Balance Therapy. Unlike traditional PT clinics, which often overlook key components like eyesight, the vestibular system, and nerve function, FYZICAL truly prioritized balance care, putting it at the forefront of their work. I saw an unmet need from a business perspective, especially in smaller cities where people have to drive an hour for specialized therapy.

In my previous life, I did a lot of oncology work. While I often heard about the benefits we brought to patients, I never actually saw it. I wanted to be in a place where I could directly witness the impact of my work and the success of the patients I helped. That’s why I got into FYZICAL.

Q: As a seasoned marketer, what motivated you to pilot Marketing Suite before its official launch?

Juan: I first learned about the Marketing Suite during FYZICAL orientation. I was impressed with the sequencing, structure, and guidance on how and when to use all the materials. With 20+ years of marketing experience, I liked what I heard. I said, "I would love to pilot this for you and validate and compliment this for you."

The entire Marketing Suite was unavailable then, but the digital assets were tremendous. They streamlined the work, and the sequencing—how to use the materials—was great, especially for those without a marketing background. 

"With Marketing Suite, you get step-by-step guidance on building your marketing story...making it incredibly valuable."

-Juan Ferrer Garay, FYZICAL Owner

With Marketing Suite, you get step-by-step guidance on building your marketing story—from Pre-Opening to Coming Soon to your first field deliveries—making it incredibly valuable. It provides clear direction on communicating key messages, tapping into resources, and maximizing impact through community outreach.

More than just a tool, Marketing Suite is a good guide that takes a lot of the growing pains out of marketing. Knowing what’s available and how to replicate the successful strategies used in FYZICAL’s Corporate Clinics was a huge time-saver. In short, it eliminates the legwork and ensures you’re not reinventing the wheel on a winning strategy.

Q: Let’s discuss Marketing Suite’s impact on your clinic. You started your first month with 222 scheduled patient visits in your first month and grew to 690 by month five. Do you think you have achieved that level of success from day one without Marketing Suite?

Juan: Probably not. Without the digital support from Marketing Suite, I would have spent much more time and money trialing messages in the market, which would have slowed me down. Marketing Suite accelerates the process, shortens the time to market, and provides a clear, consistent, and proven storyboard for delivering the right message. 

In our first month, we had 222 scheduled visits. Just two weeks in, we had to adjust from one-hour time slots to 40-minute slots to keep up with demand. By month two, we had 266 scheduled visits. In month three, that number increased to 470, and by month five, we reached 690 scheduled visits. By the end of March, we are up to 740. 

Marketing Suite is a proven model. As an owner, you want to be effective and efficient, so replicating what works while saving time is a must. 

"It’s a tremendously good guide that takes a lot of the growing pains out of marketing."

-Juan Ferrer Garay, FYZICAL Owner

Q: Is your success tied to a particular feature of the Marketing Suite, or does it come from leveraging the full suite of tools?

Juan: A combination of everything. 

The quality of the materials and the storyboard outlines exactly what to communicate to physicians and patients. More importantly, I don’t have to spend time developing materials. I can follow the sequence, pull the next piece, and say, “Okay, I’m going to use this and compliment with that."

When I read a Medical Moment piece, I immediately know what to highlight for a primary care physician, referral specialist, or specialist. I can tailor the message to fit the audience and the experience I’m delivering. While the core message remains the same, the depth and granularity make it truly valuable for my audience and me. This, however, needs to be completed with exquisite attention to detail and outstanding customer service to both physicians and patients. 

Q: You recently won an award for the best physical therapy clinic in the city of Wilson after being open for a short time. Congratulations!

Juan: We did! After being open for just four and a half months, BusinessRate named us the "Best of 2024 Physical Therapy Clinic in Wilson." The award recognizes business excellence based on online customer reviews. 

We are extremely proud of this award. It's a testament to how the staff works and the way they focus on each individual patient. It's about delivering quality customer service, giving patients a truly individualized experience, and treating patients as people, not numbers. 

Q: Before the Marketing Suite, what was your initial marketing strategy?

Juan: I planned to handle digital marketing myself and build and run Facebook ads. However, this would have limited my time in the field as a physician liaison and probably would have had to increase the number of social outreach activities I had planned.

The Marketing Suite allowed me to deliver a more focused message rather than manage everything independently. It allowed me to invest strategically rather than spread my resources too thin and rely on trial and error to determine what would work.

"[Marketing Suite] allowed me to invest strategically rather than spread my resources too thin and rely on trial and error to determine what would work."

-Juan Ferrer Garay, FYZICAL Owner

Q: Why should someone consider Marketing Suite for their clinic?

Juan: Building a marketing strategy yourself is time-consuming. If you don't have a marketing background, it’s even harder to measure, track, and refine your messaging for success.

The Marketing Suite helps with all of that. However, you still need to be very aware of specific market needs to tweak the strategy quickly if needed. 

The assets are all there, and they’ve been proven to be successful. As a marketer, you have to be pragmatic and use what works. Why rethink the process when something clearly works? The assets have proven to be successful. If there’s a success story there that works, leverage it. 

Q: What other strategies have contributed to your success?

Juan: Patients are physicians' customers—when they get quality care, they return. The same applies to us. If we deliver great treatment and communication, patients rave about it, and doctors continue to refer, knowing they're sending their patients to a place that delivers real results.

I’ve implemented a strict follow-up system to secure patients, achieving a 70%+ conversion rate and recovering 40% of initial "no" responses. Google reviews play an essential role, and word-of-mouth marketing is incredibly powerful. I started with one patient on this street and have now treated 6–7 households. Three couples came in—one spouse began treatment, and the other followed through word-of-mouth.

My field marketing strategy engages entire medical offices—not just physicians. I target 220 providers within five miles and specialists within 15–20 miles, building relationships at every level, from the front desk to the physician.

The key is avoiding a "one-size-fits-all" approach when communicating about your clinic. You must tailor your message. A Neuro or ENT requires a more scientific explanation focused on the vestibular system, while a PCP needs a straightforward message. Understanding your audience and adapting your message opens far more doors than it closes.

I prioritize strong partnerships by providing exceptional service to referring clinics and acknowledging referrals. Being a good partner to that physician makes all the difference. Treating patients as individuals, not numbers, is critical. A cup of coffee or a glass of water - showing interest in them - is critical. Building the right team at both the administrative and clinical level is critical. We have really focused on building the right culture in the team, which is driven by Clinic Director Dan Burich and myself. 

"If you want to hit the ground running and have a stronger story than your competitors, you've got to do this."

-Juan Ferrer Garay, FYZICAL Owner

Q: How has your Franchise Regional Consultant contributed to your success? 

Juan: My Franchise Administrative Consultant, Ginger Kimmel, and her team provided invaluable support in shaping my approach and getting things up and running. As we transitioned from a start-up clinic, my Franchise Regional Consultant, Denise Etter, is an incredible asset and an excellent sounding board for business and operations. She kept me grounded as an owner when I got carried away and offered practical insights. I also worked directly with Justen English, Director of Performance Marketing, and Brent Sucher, Digital Marketing Director, who each provided tremendous support in helping me navigate our marketing efforts. 

Q: Given its impact, would you encourage other franchisees to use Marketing Suite?

Juan: Absolutely. If you want to hit the ground running and have a stronger story than your competitors, you've got to do this. It saves time and money while giving you an edge in the market.

The beauty of Marketing Suite is that it provides clear guidance on how to execute your marketing effectively. It’s not just about streamlining the process—it’s about impact. It helps you communicate effectively and reach more patients. When you couple that with outstanding customer service and a great staff and team, it will truly make a difference. 

"[Marketing Suite] isn’t just about streamlining the process—it’s about impact."

-Juan Ferrer Garay, FYZICAL Owner

Seeing patients' smiles as they walk out of the clinic, graduate, or simply know they’ve made progress is my favorite part of FYZICAL. And when a patient says, "Please don’t discharge me. I know I can get even better, and I think you can help me," it’s a reminder of the real impact we make.

Thank you for your time.

(*FYZICAL's Marketing Suite is a comprehensive, expertly designed marketing system built to attract, engage, and convert patients in your local market. Featuring pre-built digital and print assets, compelling messaging, and strategic deployment guides, Marketing Suite allows you to effectively localize, implement, and elevate your clinic's visibility.

Originally developed as a marketing strategy for new clinics, FYZICAL began adapting to the larger franchise system once FYZICAL had proof of concept for the strategic direction. For more information, please contact FYZICAL or your Franchise Regional Consultant).