The Importance of Healthcare Marketing
Are you a pelvic health physical therapist ready to make your mark in the healthcare industry? You've completed your training, set up your clinic, and now it's time to spread the word and get patients to your doorstep. Effective marketing is essential for any new practice or business, especially when launching a pelvic health practice where sensitive issues are addressed. Because of this, it is very important that you find a way to build trust and credibility as a practice owner.
During this blog post, we are going to dive into four marketing strategies that every practice owner should be familiar with – "Boots on the Ground," "Professional Networking," "Community Involvement," and "Digital Marketing.” By implementing these strategies, you will be well on your way to a solid foundation for your business, helping your pelvic health practice to succeed long-term.
Learn more about my favorite healthcare marketing tips in my blog post here.
"Boots on the Ground"
When it comes to marketing and spreading the word about your practice, “boots on the ground” takes the most physical work from you. It’s just like it’s called, your boots are on the ground. This strategy involves meeting face to face with potential patients and referral sources, starting conversations about who you are and what it is that you do.
As the pelvic health practice owner, this could look like visiting other healthcare providers in your area such as OB/GYNs, other PTs, primary care doctors, and other professionals within your realm of service. When meeting with these individuals, your goal is to introduce yourself, get to know them, and let them know your doors are open and how you can help patients struggling with pelvic health dysfunction.
Building strong relationships with these individuals could lead to referral sources and collaborative work. The goal is to get your name out there so that patients know you exist.
Here are some tips for effective "boots on the ground" marketing:
Prepare an elevator pitch: This is like your unique selling point. This one to two sentence phrase should talk about who you are, what you do, the client you hope to help, and the problems you can help them to solve.
Provide materials about yourself: It will sometimes happen where a provider does not have a second to meet with you when you visit their office. Because of this, make sure to create and carry with you business cards and a one page informational sheet that shows your experience and expertise for them to look at later. Make sure to include your contact information so that they can get in touch with you at a later time if they would like to.
Participate in your local health fair: It’s not uncommon for every community to have some sort of annual health fair for their community. These events are great opportunities for you to set up a booth and tell people about your business. You can also offer free materials, quick assessments, and prizes that leave a lasting impression on the individuals you speak with.
Professional Networking
Similar to “boots on the ground,” professional networking can be a great way to get your name out there and spread the word about your brand new business. As we talked about before, speaking with other healthcare professionals within your area of interest, or those who see similar patient populations, is a great way to foster a sense of trust and credibility with these professionals.
Professional networking doesn’t have to be as “physically taxing” as “boots on the ground.” Some ways to start professional networking include:
Join pelvic health groups: Get involved in your profession’s pelvic health associations, attend events such as conferences and seminars to connect with other pelvic health providers. This could be something as simple as joining a Facebook Group for other pelvic health practice owners in your area.
Seek out mentorship: Even if you feel that you have a grasp on the services you provide within your field, it can always be beneficial to seek out mentorship. Whether this is from a more seasoned pelvic health practice owner, or even a business coach, working with others who have more knowledge in the areas you are interested in can help you deal with the challenges of starting your own practice.
Partner with other non-clinical providers: When focusing on pelvic health as a practice owner, there are often other complementary professionals that see a similar population of individuals that you wish to treat for pelvic floor dysfunction. These could be yoga teachers, nutritionists, mental health providers, or other holistic health professionals. These relationships can allow you to meet patients where they’re at with their own personal interests and provide a more collaborative and holistic form of care for your patients.
Community Involvement
As mentioned before, engaging with your local community not only helps spread word about your practice, but also helps display your commitment to improving your community’s overall well-being. This also can boost your credibility as an expert in your field, helping others to feel comfortable trusting you with their sensitive pelvic health issues.
Consider getting involved in your community by sponsoring local sports teams, offering free educational sessions about pelvic health, or just hosting free social events at your business’ office or somewhere fun for everyone.
Some different ways you can get involved within your community could be:
Partner with local organizations: Collaborate with women’s health facilities, other fitness studios, or your local community’s recreation center to spread awareness about pelvic health. This could also include participating in fundraising events for women’s health related topics or organizations to further show your commitment.
Schedule free presentations: Speak with your local fitness centers, community centers, and wellness businesses and ask to put on a free presentation for their client base. This is a great way to meet new people within the community, provide free education about pelvic health, help to break down barriers surrounding pelvic health, and get others to trust you.
Volunteer your time: Offer free screenings of short consultations on the weekends or evenings, inviting individuals in to get to know them. Get involved in women’s shelters or senior centers, offering your time to reach underserved populations and help make a positive impact on your community. Remember, investing your time now can result in benefiting your business in the long-term.
Digital Marketing
Now we’re getting into the area that I love talking about so much. In today’s digital world, it’s more important than ever to have a strong online presence to reach potential patients. There are several pieces that go into digital marketing for your pelvic health practice including but not limited to website optimization, social media marketing, and content creation.
Let’s talk about some key digital marketing tactics for your pelvic health practice:
Develop a professional website: I’ve talked about this in previous blog posts, but creating a well-rounded, user friendly, and functional website is imperative for your practice. Your website functions as your practice’s digital doorstep and the digital face of your business. Make sure to include who you are, what you do, and the problems you solve for others. Check out my blog post here where I go into detail about my favorite website builder.
Utilize social media platforms: This may be one of the most challenging pieces of digital marketing to get practice owners excited about. Typically because it involves showing your face and really putting yourself out there. But this does not have to be as scary as you think it may. Start with creating business profiles on popular social media platforms such as Facebook and Instagram to showcase your business. Use these profiles to share valuable information, highlight patient success stories, and connect with your audience.
Leveraging valuable content marketing: Creating blog posts, video content, or audio content on pelvic health topics can also be a great way to provide free valuable information, showcase your expertise, and address common problems your target audience may be dealing with. Once you create these pieces of content, share about them on your website and social media to further attract and retain interested followers. Learn about why every PT should be doing content marketing in my blog post here.
Why Digital Marketing is So Important
Let me just say that I may be biased because I am a digital marketer myself, but in reality, in our current era, digital marketing has become the cornerstone of any successful business. Its importance cannot be overstated, especially when we live in a time where the majority of individuals spend their free time browsing the internet.
Let’s dive into why digital marketing is critical for the growth and success of your pelvic health practice.
Increased Visibility: With billions of people using search engines and social media platforms daily, digital marketing offers great opportunities to increase your practice's visibility. By optimizing your online presence, you can ensure that potential clients can easily find and learn about your services.
Targeted Reach: Digital marketing allows you to target specific demographics, interests, and specific locations around the world, ensuring that your marketing efforts reach the audience you want it to. Whether you're targeting expectant mothers, athletes, or individuals with pelvic health concerns, digital marketing enables you to tailor your messaging accordingly.
Cost-Effectiveness: Compared to traditional forms of advertising such as print ads or television commercials, digital marketing is often more cost-effective and offers a higher return on investment (ROI). With tools like pay-per-click advertising and social media advertising, you can reach thousands of potential clients without breaking the bank.
Data-Driven Insights: One of the most significant advantages of digital marketing is the wealth of data and insights it provides. Through analytics tools, you can track the performance of your marketing campaigns in real-time, allowing you to adjust your strategies and optimize your efforts for maximum effectiveness.
Engagement and Interaction: Digital marketing enables you to engage with your audience in meaningful ways, fostering trust, loyalty, and overall credibility of you and your practice. Whether through social media interactions, email newsletters, or informative blog posts, you can establish yourself as a leader in pelvic health and build strong relationships with your clients.
Adapting to Our Ever Changing World: In today's fast-paced world, trends and consumer behaviors are constantly evolving. Digital marketing offers the flexibility to adapt to these changes quickly and efficiently. Whether it's updating your website, launching a new social media campaign, or experimenting with Google Ads or Facebook Ads, digital marketing allows you to stay agile and responsive to market dynamics.
Digital marketing is not just an option; it's a necessity for any pelvic health practice looking to thrive in today's competitive landscape. By embracing digital marketing strategies and leveraging the power of the internet, you can amplify your reach, connect with your target audience, and position your practice for long-term success. So, don't sleep on the importance of digital marketing – it's the key to unlocking the full potential of your pelvic health practice.
Conclusion
In conclusion, launching a pelvic health practice requires a focus on many aspects when it comes to marketing. By combining "boots on the ground" efforts, professional networking, community involvement, and digital marketing strategies, you can effectively promote your practice, build trust with your target audience, and establish yourself as a trusted individual in the field of pelvic health.
Remember to stay authentic, compassionate, and committed to delivering high-quality care to your clients, and success will follow.
If you're interested in watching the video associated with this blog post, check it out here.
If you’re feeling stuck or overwhelmed as a pelvic health practice owner, or if you want to learn more about how I could help you and your practice, get in touch! I’d love to get to know you, learn about your practice, and help you meet your goals!
You can check out my website (linked here) to learn more about me and the services I offer.