{"id":332,"date":"2015-02-28T22:15:11","date_gmt":"2015-02-28T22:15:11","guid":{"rendered":"http:\/\/www.ptprofitacademy.com\/blog\/?p=332"},"modified":"2015-02-28T22:51:51","modified_gmt":"2015-02-28T22:51:51","slug":"marketing-ideas-1","status":"publish","type":"post","link":"https:\/\/www.ptprofitacademy.com\/blog\/marketing-ideas-1\/","title":{"rendered":"[Marketing Plan] Get Little-Known Marketing Ideas To Boost Direct Access Referrals At Your PT Clinic\u2026."},"content":{"rendered":"\n\n
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If you came looking for Marketing Ideas to boost self-referral at your small town or independent Physical Therapy Clinic, then you\u2019ll find this article helpful.<\/p>\n

It\u2019s Physical Therapy Marketing Ideas for beginners<\/strong> who just don\u2019t know where to start, or are somewhat overwhelmed by the constant message they keep hearing that they must better learn to \u201cmarket your services\u201d.
\nSo I\u2019ll start by introducing you to something I call the \u201cMarketing Triangle\u201d.<\/p>\n

\"Marketing<\/a>
\nIt\u2019s something which forms the foundation of all good marketing activity in EVERY industry – and that most definitely includes the physical therapy sector.<\/p>\n

It\u2019s made up of THREE components and they\u2019re all as important as each other:<\/p>\n

    \n
  1. Market<\/strong><\/li>\n
  2. Message<\/strong><\/li>\n
  3. Media\u00a0<\/strong><\/li>\n<\/ol>\n

    And the first I\u2019ll teach you about is the Market.<\/p>\n

    Marketing Triangle Part 1 – How To Identify Your Ideal Patient<\/h1>\n

    This is your \u201cWHO\u201d you want to attract to your pt clinic.<\/p>\n

    (Because you don’t just want to try and attract everyone and anyone, right?)<\/p>\n

    Now…<\/p>\n

    I often refer to the WHO as an \u201cAVATAR\u201d – and it\u2019s essentially WHO your IDEAL client or patient is.<\/p>\n

    Someone you love to work with.<\/p>\n

    Get great results for.<\/p>\n

    Someone whose hopes, dreams and goals are perfectly aligned with your pt skills and clinics specialist solutions.<\/p>\n

    Thing is, NOT many pt\u2019s really know WHO their ideal patient is (so it\u2019s almost impossible for them to have ANY success at marketing their services to them).<\/p>\n

    Sure\u2026<\/p>\n

    PT\u2019s will always be able to tell me that they see more people with back or neck pain etc\u2026<\/p>\n

    …but rarely are they are able to describe to me their IDEAL patient in any more detail than that.<\/p>\n

    What I mean?<\/p>\n

    Well, let me tell you about my own \u201cavatar\u201d to help you understand:<\/strong><\/p>\n

    \u201cIt\u2019s\u201d a lady – and she\u2019s in her mid 50\u2019s (or 60\u2019s).<\/p>\n

    For a whole bunch of reasons, but in a nut shell\u2026<\/p>\n

    \u2026simply because my clinics service is focused on helping people maintain independence, mobility and living free from drugs and without the risk of surgery – all of the things that many women value most (MUCH more so than men).<\/p>\n

    And another reason\u2026<\/p>\n

    Women are \u201cpre-conditioned\u201d to invest in their body and health.<\/p>\n

    They\u2019ve been going to hairdressers, beauty salons, spend a heap of money on face creams and care greatly about how their nails look – enough to spend money on it – so I want to tap into that pre-conditioned behaviour pattern rather than try to create one with guys who don\u2019t regularly spend time or money on their health until it\u2019s an urgent or pressing need.<\/p>\n

    Now back to my \u201cavatar\u201d (Ideal client)\u2026<\/p>\n

    She is married with children (and now likely to have grandchildren who she adores), is politically \u201cconservative\u201d, pays using Credit card rather than cash and is MORE interested in things like maintaing \u201cself worth\u201d, social independence, mobility and playing with those grandchildren in the park – than she is merely ending \u201cback pain\u201d.<\/p>\n

    (An end to back or knee pain (or whatever) is hardly EVER the reason a patient will come visit your clinic!)<\/p>\n

    I even got it down to which newspaper and magazines she likes to read, what TV shows and which radio station she is more likely to be listening too.<\/p>\n

    What\u2019s more\u2026<\/p>\n

    I spend so much time thinking about her and talking about her with my star, I felt I had to give her a name – so I did, and it\u2019s \u201cMary\u201d!<\/p>\n

    And whenever I\u2019m preparing a marketing piece to attract more \u201cMary\u2019s\u201d to my clinic, I go so far as to look at a picture of a \u201cbest\u201d patient of mine (also called Mary) – one who accurately represents the type of person I love to work with and want to see more of in my clinic.<\/p>\n

    Consequently\u2026<\/p>\n

    When I sit down to write these marketing pieces, say for a newspaper advert or write words to attract a patient from Yelp.com etc, I have a clear understanding of what to write that will motivate many more people like \u201cMary\u201d, to respond to my message.<\/p>\n

    And that \u201cMessage\u201d (another part of the \u201cMarketing Triangle\u201d) has nothing to do with \u201cme\u201d, my services, how reputable I think I am, or how many years I\u2019ve been in business.<\/p>\n

    I make NO attempt to be \u201call-inclusive\u201d or to cast the net wide to catch as many \u201cfish\u201d as possible – like most of the marketing guru\u2019s will tell you to do.<\/p>\n

    Nor do I even give a minutes thought to who I might repel, even offend (usually chiropractors or drug companies!) when I do so, either.<\/p>\n

    In fact, the more I mention those two in my ads in a negative way, the more calls to my clinic I seem to get from \u201cMary\u2019s\u201d!<\/p>\n

    I know my prime target (the \u201cWHO\u201d) – and I design my \u201cMessages\u201d and choose my \u201cMedia\u201d accordingly.<\/p>\n

    And if you want to attract more self-referrals to your clinic, you\u2019ll need to give some tough to YOUR Who, too.<\/p>\n

    Start \u201cbrainstorming\u201d your favourite clients, think through what they have in common, what words they use to describe their pain, what their hopes and goals are. You\u2019ll soon see a lot of commonalities in there and when you know them you\u2019ll have a clear picture of who you want to MARKET your services to.<\/p>\n

    So now let\u2019s talk about the MESSAGE.<\/p>\n

    Marketing Triangle Part 2 – The Message<\/h1>\n

    Click Here to Subscribe to Paul’s Marketing Tips Email List >>> <\/a><\/p>\n