Your Brand Is One of Your Biggest Marketing Assets
Building brand confidence and deploying effective physical therapy marketing in 2020 is vital. It builds trust amongst patients—driving choice and follow through with treatment plans. Additionally, it’s a valuable device to drive volume and retain patients for life. By establishing brand identity, developing culture, and engaging in feedback, every practice can cement their brand and rake in the rewards from successful physical therapy marketing.
1. Establish Your Brand Identity
The best illustration of decisive brand management rests in the fast-food industry. Every time you get a medium fry at the drive-through, the expectations of size and flavor are consistent. Also, the amount of brick and mortar stores and commercials on TV continuously remind consumers of their products.
The first steps when establishing a positive brand identity are delivering familiarity and consistency. When physical therapy marketing encompasses these values, patients are confident in their treatment. Brand identity plays a crucial role in securing new patients, retaining old ones, and following through with treatment plans. Here are the most important factors when considering your practice’s brand identity.
What would Nike be without the Swoosh? The same goes for marketing physical therapy practices. Building a symbol that answers important questions for patients—without actually asking them is imperative when starting or changing an existing logo. A few questions worth asking are:
- Does this symbol represent what we do?
- Does it represent our brand values?
- Is it highly identifiable and unique?
- How does this design tie in with our culture?
These questions are a great way to determine a logo’s credibility. Patients want to visit a physical therapist that aligns with their values, and the logo is their first impression.
Once established, websites are invaluable marketing tools to attract patients and top PT talent. Furthermore, they increase overall brand credibility and provide a wealth of information for anybody interested in physical therapy.
Over 80% of people have searched health-related subjects online, so what happens when they find your website? A Stanford University study reveals the three most important factors of website credibility are design aesthetics, information presentation, and focus. Small tweaks in these categories can do wonders for adding credibility. The look, feel, and information presented on a website is the difference between a patient receiving treatment from one physical therapist or another.
Blogs are useful tools to build brand awareness while addressing current issues in physical therapy. Owning a blog is the perfect way to add credibility and drive search engine results. All major search engines love fresh, relevant, and engaging content, and they’ll reward websites that keep a stockpile. Patients also love reading blogs, as they will gain valuable insight into the world of physical therapy specific to your practice.
It’s imperative to pilot a successful blog to become a leader in any industry. Not only will you be able to share fascinating information about physical therapy, but readers will have the opportunity to share and link to specific posts.
Social media is an irreplaceable tool in physical therapy marketing. It allows PTs to engage and communicate with their patients and transform a few hours a week into acute brand awareness. Practice owners use social media as a platform to discuss the most significant issues facing physical therapists and showcase their leadership in the industry.
2. Develop Culture
Culture can transform mundane medical treatment into a recovery experience of a lifetime by supercharging PTs with purpose. Introducing a dose of company culture will create unity by synergizing goals and generating morale. Culture is connectivity, use, and a way of solving problems that will ultimately lead to increased patient satisfaction.
Develop a Mission Statement
Mission statements drive a physical therapy clinic forward. They should contain a message to the public, spark new ideas, and tie in with the overall culture. Take Patagonia for example, their mission statement is:
“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
The statement is spot-on for their intended audience, company culture, and direction. How does your mission statement align with your practice?
Be Consistent Across Platforms
People crave consistency so they can predict the world around them. Building brand confidence and physical therapy marketing demands stability across platforms. By developing a consistent culture on social media, blogs and websites, people will be confident when choosing your practice for treatment.
Hire or Train Employees to be a Culture Fit
Successful culture cultivation starts during the hiring process. PTs might have impressive experience and qualifications, but this doesn’t necessarily mean they’re a culture fit. Asking questions about a candidate’s most important values and involving other team members in the interview process is crucial. Check the candidate’s pulse for long-term goals and aspirations to see if they correspond with the team’s ambitions.
3. Be Consistently Excellent
Building brand confidence and physical therapy marketing in 2020 are synonymous with being great at what you do for an extended period. Physical therapy owners with a proven track record of successful treatment, seamless communication, and a patient-first mentality always rise to the top.
Here are a few suggestions on how to become an industry leader by being consistently excellent:
Create Remarkable Patient Experiences
Patient satisfaction is paramount in the world of physical therapy. It determines whether a patient finishes their treatment plan or even shows up in the first place. By crushing the minute details such as faster check-ins, convenient payment options, and transparent communication, your practice is well on its way to providing a seamless patient experience.
Delegate Personnel & Allocate Resources
Nobody wants to wait to see their physical therapist. And if your PTs are entirely bogged down by a large workload, how is their quality of treatment? Allocating resources by delegating PT workloads is a crucial part of being consistently impressive. A great way to probe for patient satisfaction is to develop a feedback system for patients.
Additionally, making sure a practice has the proper equipment can make an impression. This checklist is a great tool when either starting fresh or adding to an existing business. Outside of this list, personal protective equipment should be on the order guide for continued staff and patient safety. Best practices suggest looking into what equipment your physical therapy clinic should have for more insight before you pull out the company card.
Patients and staff members deserve to be in the know. During these uncertain times, information is changing daily. It’s imperative to set up communication pipelines, including staff and patient meetings, emails, phone calls, and even group texts, to ensure everybody is well-informed.
Another great way to reach out to your audience is by use of the practice’s digital footprint. By engaging with patients and peers on social media, websites, and blogging, practice owners can put their finger on the community’s pulse.
4. Engage in Feedback
Engaging in feedback provides checks and balances to see if practice owners need to tweak their confidence-building approach. Feedback from peers, staff, and patients is invaluable when improving operations and physical therapy marketing strategy. Here are a few clever ways to get the feedback you need to make a difference:
Testimonials are king in the world of valuable feedback. A recent study shows 88% of consumers trust online reviews as much as personal recommendations. So how does your physical therapy practice fit into that statistic? Well, if you don’t already have quality patient testimonials, you should simply ask.
Showcasing quality testimonials will boost confidence and create a dialogue with patients who understand how your practice operates. Furthermore, if something unfavorable happens during their treatment, you can listen to their story and remedy it.
Respond Quickly Respond Often
When patients, peers, or anybody for that matter sends you an email, comments on social media postings, or calls the clinic, it’s essential to connect with that person. Building a reputation for being responsive sends a powerful message. By responding quickly and responding often, you’ll build a following around your clinic that will lead to increased brand confidence and successful marketing campaigns.
The Bottom Line
Becoming a leader in the physical therapy industry starts with successful brand management and marketing. By employing these tactics, practice owners will see immediate benefits such as increased patient traffic, retention, and staff confidence. Brands are a culmination of different aspects that symbolize a companies’ reputation. When patients trust branding, it translates to patients trusting the physical therapists working in the practice before they’ve even met.
So what does your brand say about your clinic, and what steps are you taking to complete this dialogue?