Direct Access Marketing Tips
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We, as therapists, do not like selling, advertising, PR or marketing.
But direct access marketing of our services is becoming more important than ever for the growth of our practice. And during down seasons (like the summer), it’s more important than ever to give your community a reason to think about your practice and services.
So what is the best way to get more patients through direct access marketing?
The big mistake is trying to sell your services! Don’t place an ad featuring “Physical Therapy”, your logo, a picture of someone getting their knee rubbed, or the front of your building.
Selling actually doesn’t work anymore. Consumers don’t want to be “advertised to” anymore. They are fed up with it.
What do consumers want?
They want valuable information and empowerment.
Things that teach them something they didn’t know. Things they can take away and apply on their own right away. The practices that do this effectively will get more patients and revenue! The practice of the future will do this very well.
How do I create and share this type of information?
The best way is more simple than you think. Remember, you are an authority. There’s no one who knows more about biomechanics, pain, impairment, ergonomics, and the musculoskeletal system than you.
Most therapists do not recognize the tremendous value of that which is between their ears. The typical consumer finds it extremely valuable, even if they don’t have an injury or problem.
Write an article.
Sharing this knowledge (in the right format) is the key to attracting more patients–and prospective clients for other services as well. Here are few tips:
- Keep it short and concise.
- 400-800 words only (This helps search engine optimization).
- Great sections to add: The Problem, How to do a Self-Test, List of Solution, Options or Resources, Things To Do At Home, Be Wary Of…, and more.
There are many elective services we can offer that attract even more customers who have no particular injury or pain (we’ll get into that another time).
View some sample articles below.
Go. Start writing some short and concise articles and share them on your website, blog, facebook and more.