Every physical therapist, occupational therapist, and physiatrist needs their physical therapy marketing campaign to attract and maintain patients, deliver reliable and efficient patient care, optimize outcomes, and achieve quality in clinical practice based on evidence.
That’s a huge challenge these days. Even if your goal is simply to establish a successful standard, your promotional activities are not likely to do what you need them to do. Today, advertisement and marketing are more than survival for the physical therapist, it has to work on many fronts, and with many target markets.
Public demand for services is on the rise, as is competition, too. It is a highly competitive industry world as it is with promotions for many medical and healthcare professionals — mergers, acquisitions, and “roll-ups” are growing competition for physical therapists seeking to catch higher-paying cases. At the same time, demand for services increased with baby boomer greying in America and changes in healthcare delivery systems.
If there is “positive news” about marketing and advertisement for physical therapy, it’s because there is an enormous range of markets and resources. PT practitioners usually have more things to worry about, more promotional routes, and more ways to raise income than many other specialties in medical and healthcare.
In addition to conventional preventive and therapeutic physical therapy services, demand is increasing for therapy in sports injury, personal injury, and workers ‘ compensation injuries. From pediatric and geriatric patients to aquatic therapy and lymphedema treatment, to intensive care and sub-acute rehabilitation hospital settings — few specialties offer patients such a wide range of services and provide as many prospective revenue sources as possible.
And though that’s the good news, this diversity in services has turned marketing strategies in physical therapy into a multi-faceted initiative that needs a well-considered and carefully controlled marketing strategy for physical therapy to do it right and be successful.
In recent years, the dynamics of society, medicine, medical delivery
systems and the professions (generalists, specialists, and sub-specialists) have shifted. Marketing and advertisement have changed from easy and straightforward to increasingly complex and complicated for physiotherapists, occupational therapists, and physiatrists. And the point of service has grown to include working in, and even advertising for, fitness and athletic training centers, office or industrial areas, inpatient and outpatient settings, and specialized nursing, critical care, and/or aged care services.
Today, a physical therapy physician’s marketing campaign goes out to diverse and often overlapping audiences including doctors, patients, potential self-referencing customers, insurance companies, and others who are part of the mix.
Healthcare Quality will direct your marketing practice in physical therapy and include campaign solutions that are customized to your needs, innovative, and outcomes-based. Marketing success requires the ability to proactively consider, recognize, plan, and build on opportunities as they present themselves.
This approach includes a common group vision and mutual goals, strategic planning, skillful implementation, consistency, and efficiency of communication techniques, as well as a method of assessing, quantifying, and evaluating campaign success so that changes can be made of real-time.