One single visit from a patient who suffers from back pain will not likely fix their issue. Rather, multiple visits with a physical therapist over a duration of time might gradually ease the pain, setting the patient up for more long-term relief.
Yet, each injury is unique, and a significant one can require an extensive or an unpredictable amount of time to heal. Every person’s circumstances are different, after all.
So, too, is every physical therapy clinic’s digital marketing campaign.
Like a patient with back pain, no PT digital marketing campaign exists in a vacuum. Each one revolves around a unique set of circumstances, and ultimately, achieving sustained, long-term success can take time.
of internet users say they looked online for healthcare information within the past year.
of potential patients are using search engines prior to ever booking an appointment.
of older Americans that are 65 and older are now active internet users.
of patients don't follow up on their doctor's referrals to specialists.
Why digital marketing results don’t happen immediately?
You’re Earning Trust.
The internet is fast, but it’s not always instant. This holds true specifically when it comes to Search Engine Optimization, or SEO.
It takes time for a website to be scanned by Google’s algorithm. It can take even more time to build Google’s trust before it shows (let alone ranks) a website within its search results. This is why physical therapy clinics who already maintain an extensive web presence wield an advantage over their competition.
You’re Building an Audience.
It also takes time to build a DIGITAL audience. Social media requires brand awareness, and it starts with your followers. If you don’t have any followers, then it takes time earn them through quality content that’s produced and posted consistently. This also holds true for building a list for email marketing.
BUILD AUDIENCE WITH CONNECT!
Digital competitors are those who have significant success with online marketing. The more digital competitors you have, the more challenges you will face as you strive to earn and maintain an effective digital marketing campaign.
Not all physical therapy clinics excel in marketing, so your business competitors can be different from your digital competitors. Rather than the clinic across the street, your greatest digital competitor may be a clinic across town. Yet, if they do a better job targeting your demographic, they’re likely earning business from patients who could be yours.
Digital marketing never stops.
You never want to get too relaxed with your marketing efforts because the digital landscape is constantly changing. Even if Google ranks you No. 1 today, such rankings must be nurtured – earned and re-earned on a continual basis – as your top digital competitors are always gunning for the same position.
It’s a position that can never be won and which can easily be lost with a break in consistency (i.e., blogging, social media posting, email campaigns) or spending.
Remember, physical therapy is a competitive space, and the moment you stop or slow down, it opens the door for other clinics to gain a piece of your audience … and your potential patients.