PT Marketing Newsletter - October 2020

PT Marketing Newsletter - October 2020

Physical Therapy NEWSLETTER O C T 2 0 2 0

Does Your PT Website B reak The M old? Get Your Insurance Deductible Postcards! November Social Media Calendar!

How These PT Websites Break The Mold!

Physical Therapy NEWSLETTER O C T 2 0 2 0

ALSO INSIDE:

• How These PT Websites Break The Mold! • Get Your Insurance Deductible Postcards! • November Social Media Calendar!

Does Your PT Website

In fact, in many cases your Unique Selling Point (USP) is the first thing that will make people stay on your website for an extra minute– it’s your hook! Be careful though! It’s very easy to confuse your USP with things that are actually just social proof or “extra validation.” John Doe doesn’t knowwhat “board-certified, award-winning PT/MSPT/DPT” means. But he does understand “Bring Your Dog To PT,” and now, he’s really curious! He’s never seen that before. It’s a strong USP. A unique selling point can be related to your actual care or specialization if you have a niche, but oftentimes it’s less technical than that. It’s about what the patient will experience if they choose you. They need a summary so that they understand you without knowing the first thing about physical therapy.

addition to look. Authentic, personal, high energy, innovative– it’s how seeing your practice makes people think and feel. An article from Forbes suggests that your website needs to portray the same feel and experience of your clinic in order to connect with visitors.* Your people, your mission, your values are all examples of branding.

Your PT Website is the digital front door to your practice. Because you’re creating a PT business website, you’ll want to consider what’s most important to your patients. You’ve already got the best features in place for your PT website, but what if your competitors are doing the right thing too? What makes you stand out online amongst everyone else?

ENSURE SURE YOUR BRAND IS CLEAR & ESTABLISHED

BRANDING IS WHAT PEOPLE SAY ABOUT YOU WHEN YOU’RE NOT IN THE ROOM.

Your brand is the most obvious difference between you and your competitors. If a potential patient compares your websites side-by-side, they aren’t looking at web design. They’re looking at branding.

The first step to standing out is just making sure your brand really represents your clinic. Your brand matters a lot. Good branding alone will set you apart from many clinics that don’t invest in their website and brand. But how do you stand out from competitors that are doing things well? Maybe it’s big national chains or just someone with a bigger marketing staff than you. YOU NEED A UNIQUE SELLING POINT Any salesperson will tell you the first key to beating competitors is finding what you have that they don’t, then make sure everyone knows about that.

Branding Magazine defines branding like this:

Branding, by definition, is a marketing practice in which a company creates a name, symbol or design that is easily identifiable as belonging to the company. That’s a good start, but I prefer this definition from Amazon CEO Jeff Bezos: “Branding is what people say about you when you’re not in the room.” Branding is only partially visual. A great brand will be described with feelings in

SEE HOW THESE PT CLINIC WEBSITES BREAK THE MOLD!

Sources

https://www.forbes.com/sites/williamarruda/2016/09/06/the- most-damaging-myth-about-branding/#55f322615c4f

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THE BEST PART ABOUT 2020 ... It’s Almost Over! Your cost of physical therapy could be minimal or completely covered by your insurance plan from now until the end of the year! CALL TODAY AND WE WILL VERIFY YOUR BENEFITS www.carlsontherapy.com

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HAVE YOU MET YOUR INSURANCE DEDUCTIBLE?

WHAT? F R E E ! S A Y If you’ve met your insurance deductible, your physical therapy treatments could be a minimal cost or even. . .

Have YouMet Your Insurance Deductible?

2021 BEST YEAR EVER The cost of your physical therapy could be minimal or completely covered by your insurance plan! Make 2021 Your BEST Year Ever! HAVE YOU MET YOUR INSURANCE DEDUCTIBLE? • (718) 8233900 RECOVER SAVE MONEY GET YOUR LIFE BACK DON’T WAIT until it’s TOO LATE MEET YOUR INSURANCE DEDUCTIBLE BEFORE 2021! 7

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DIFFERENTIATING YOUR CLINIC W HOW THESE PT WEBSIT

UNITE REHAB AND PERFORM TeamUnite.Rehab.Perform is located in the heart of Denver, Colorado. Unite is fueled to deliver an unbeaten service to their community by offering concierge-level physical therapy and performance training services to their clients. Unite.Rehab.Perform’s website is clean, cut, and straight to the point. But the one thing that makes them stand out is the clinic’s comprehensive athletic gym. Notice how all the visuals serve to reinforce that unique selling point Their unique selling point is their building & facilities which is a major part of what their patients will EXPERIENCE during care. • Custom images support the brand & uniqueness. Their staff also have impressive coaching & PT credentials that allow them to perform on-site, virtual, and mobile physical therapy and performance training. But the first thing you see isn’t a bunch of credentials– that’s secondary to their impressive and unique gym. WHY IT STANDS OUT: •

ESSENTIAL PHYSICAL THERAPY Essential Physical Therapy is Located in Eugene, Oregon, where they provide a warm, earthy environment to their clients. When you enter Essentials PT’s website, you get the same feeling. As far as branding and experience goes, this clinic’s rugs literally match their appointment buttons. The paintings on the wall match the logo. Great branding–check! So then what’s their unique selling point? How about a practice therapy dog, Sydney! In addition, they’re able to claim “The MOST 5 Star Reviews” in their town. Again, reviews generally fall under the category of social proof or validation more than a USP, but having the most helps it stand out as a strong hook vs. just having some testimonials. WHY IT STANDS OUT: • Their website is truly an extension of their practice environment. • Feature their therapy dog in the Staff Spotlight. • Not just reviews, but the MOST 5-star reviews (a verifiable claim).

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WEBSITE FROM THE COMPETITION TES BREAK THE MOLD!

THE PHYSICAL THERAPY ZONE Get in the zone with The Physical Therapy Zone, located in the heart of Old town Alexandria! The Physical Therapy Zone Website opens up with a calming tone with a few hints of electric colors–just enough colors to emphasize their most important features. The site includes their clinic’s reputation as an award-winning PT practice by a local magazine– and rightly so! But look at the most noticeable call out in that section–they’re a canine-friendly PT practice! Who doesn’t want to bring their furry friends to PT? Way to stand out from the crowd! WHY IT STANDS OUT: • Unique callout of “canine-friendly” is about the patient experience not the practice’s accolades. • Bright, colorful brand is offset by custom pictures and white space. So the branding is strong, but the important buttons and messages still stand out.

ATHLETIX REHAB & RECOVERY Imagine walking into physical therapy and having former Baltimore Orioles Shortstop, Manny Machado, at the table next to you? You can at Athletix Rehab & Recovery! Being in the heart of Miami, Athletix sees a handful of Professional Athletes in their Practice. What better way to drive more new patients then the hopes of getting to see a professional athlete? This unique selling point actually does 2 things at once: attracts other professional athletes and helps sell the patients who want to be like those athletes. There’s even a menu button specifically for them! YOUR TURN: WHAT’S YOUR USP? Your website is the digital gateway to your practice. There are plenty of ways to drive more traffic to your website, but when patient prospects get there, make sure you advertise your unique approach to business. Think about all the things your patients experience in your clinic other than actual medical care. That’s where you’ll find the unique selling point that will set you apart from local competition!

Is the year scaring you?

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