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Let’s Get Personal
Today, you’ll be exposed to more than 6,000 brands, each trying to be distinct. Each vying for your attention. And each adding a layer of noise into your already complex world.
It’s tiring to think about it. And, it’s a problem for each one of those 6,000 brands trying to compete for a sliver of your mind-share. As physical therapists marketing our message to an audience who still largely misunderstands our value, our work is even harder. That is, unless we use a tool we’re already quite good at: getting personal.
As a physical therapist, odds are you like people, you understand them, and you’re pretty good at relating to ‘em. You intuitively know the difference between relating to an elderly client, a soccer dad, and a 5-year-old.
You must adapt your message to make a connection, and this comes naturally to you. So, let’s use this to grow your physical therapy business as well.
In this article, I’ve shared 5 ways you as a physical therapist can get personal with your marketing message – putting your strengths to work for your pocketbook.
To get personal with your physical therapy marketing message, you need to adapt it to your audience, and basic demographic information is a natural place to start.
Does your practice offer a women’s health program? Segment your email marketing list by gender and make sure only women receive your women’s health promotion. (A sure-fire way to get unsubscribes is to send off confusing words like vulvodynia to your male population.)
Do your services cater to the elderly? Appeal to their specific needs by calling out programs and services which preserve and optimize function in the aging adult, and keep this separate from messages which reach other segments of your physical therapy business such as your youth population.
A back is not a neck, and a leg not an arm. Your patients understand and appreciate that you likely treat all of the above, but that’s not the point while spreading your physical therapy message.
Remember, you’re trying to stand out against 6,000 other brands competing for YOUR mind-share!
If you have enough patients who suffer from throwing injuries, you need to develop programs and messaging specifically related to the throwing athlete. If preventing falls is your thing – or an opportunity in your market – then your fall-prevention program is an important feature to bolt onto your practice … and your marketing message.
Appealing to the specific diagnostic needs of your patient population can effectively cut through the noise created by unrelated services featured by your competitors for consumer mind-share.
Imagine for a moment you’re living with unrelenting sciatic pain. You’re scrolling through Facebook and you see an ad for the newest iPhone, and right next to it is your ad which simply states, “You don’t have to live with back pain. We can help.” You’ll get the eyeballs.
Cut through the noise using diagnosis as a tool.
Think of a “marketing channel” as the vehicle that carries your marketing message. If you call local referral sources to promote your services, then phone is the channel. If you advertise in the paper, the channel is newspaper. And so on.
Channels are great ways to personalize your physical therapy marketing message for two reasons.
The first is that they help you segment the market. Users of Instagram have some common qualities you can use as compared with readers of the local newspaper. If you’re looking for younger, more socially engaged clientele (youth populations, digitally savvy), the choice is obvious.
The second is that you can easily personalize your message to users of the channel. To engage Facebook users in your area, run a promotional campaign or contest which is available only on that specific channel in order to stand out.
The least expensive customer is the one who’s already bought from you. Marketing to existing customers based on previous purchases is an effective means of tailoring your message as well.
Marketing an after-care program to existing physical therapy patients creates a natural extension of a relationship you already have with an existing client base. Attendees of your shoulder workshop may also be interested in attending your upcoming class on self-management of low back pain.
All information you possess about those to whom you are sharing your message, including their past purchase behavior, can be effective in reaching through with a personalized approach.
Who doesn’t like a pat on the back on their birthday? Nobody, that’s who.
Life events present great opportunities to reach through the noise and grab your prospect’s attention as you’re attaching to something that holds meaning to them. Birthday messages and anniversaries may work for patients within your email marketing database, but don’t forget about others in your market, as well.
Ever share a kudos to the business owner on your block who just opened? How about reaching out to the newest appointee to your city council?
To wrap, getting your message heard isn’t easy. You’re up against a lot of competition. They key to beating your competition is to blast through the noise, and the personalization of your marketing message is how you get there.