Whether you are a first time clinic owner or a veteran clinic owner, marketing can truly help to either make or break your clinic! Marketing, both online and offline, is what spreads the word and brings new referrals into your clinic. New referrals means new patients and continued new business to help keep your therapy practice afloat! In the past, the majority of therapy marketing efforts have been centered around physician referrals, but now that direct access to physical therapy is available in several states, new marketing techniques for outpatient therapy clinics must be implemented to drive traffic directly from the community!
Below are five marketing techniques, both online and offline, that will help increase community traffic to your outpatient clinic:
- Create a website for your practice
In this day and age, our world has become very digital, meaning when researching new places, the first place potential customers often turn to is: the internet. This is why it is so important to have a strong online presence for your clinic, starting with creating a website. When developing a website, keep in mind that a lot of times potential patients are drawn to a provider who understands them and who they can make a connection with.
What does this mean for clinic owners? It means the clinic website should at the very least have information about your practice and who you are, what makes your practice different from others and there should be an area where anyone exploring the website can ask questions or get in touch with you, the therapist. In addition, you’ll want to add patient testimonials as it provides support for your clinic and you, as a therapist!
- Utilize a variety of social media platforms
Social media is huge and continues to grow each day, from Facebook and Instagram to LinkedIn and TikTok, more and more businesses are utilizing these platforms to grow and expand their business. Developing a page or group related to your practice can have a significant impact on driving new clients to your practice. You can share videos, links to your website, and educational information posts to help attract new leads. Be sure to have a “call-to-action” button on each post to direct potential patients to the correct place to find out more about your practice!
Another way to utilize these platforms is through webinars and blog posts about trending topics that relate to your clinic’s specialities. For instance, if your clinic specializes in women’s health, then putting out specific information related to pelvic health and the pelvic floor would be an excellent way to attract new leads! One of the best parts about creating webinars and blog posts is that the content can then be recycled and reused on your website or for future social media posts!
- Reach out to your local news station
If done correctly, this marketing strategy has the potential to shine a direct spotlight on your clinic! Local news stations are always on the hunt for great stories to tell within the community. One way to get featured is through helping out in the local community or providing some type of service to the community, such as raising money for first responders or hosting a free group class at the local senior center.
Another way is to directly reach out to the news station and ask about doing a short segment on the benefits of physical and/or occupational therapy or something educational that would benefit the viewers. Whichever route you choose to go, remember that you are looking to build awareness about your practice, NOT directly advertise.
A good story or educational segment allows you to start developing a connection with the readers or viewers. This is also an excellent way to reach out to the older generation, especially if your practice specializes in treating those within the geriatric population!
- Word of Mouth Referrals
Word of mouth referrals continue to remain king for all businesses which is why developing a referral program for current patients is highly encouraged. According to HubSpot, “90% of people believe brand recommendations from friends.” By setting up a referral program, whether it is a discount or providing a small gift card, it incentivizes current patients to spread the word about your practice to their friends, family, etc. to help increase new referrals to your clinic.
- Attend networking events
With the way the world is right now, this marketing technique might need to be put on hold until large events are back in full swing. However, if possible, attending networking events in your area is a great way to meet other wellness professionals who might work with a similar or the same patient population. This is also a great way to explore collaborations with other professionals, if you are looking to expand your services. The best way to find out and stay informed about these events is through online and local healthcare groups. Connecting with other local healthcare and non-healthcare professionals, in the community, is a great way to increase visibility of your clinic and gather new referrals.
Marketing for an outpatient clinic is quite different from other settings as outpatient clinics are responsible for generating and forming relationships, in the community, to find leads and attract new patients. While there is no correct way to market your practice, by implementing the above strategies, you are well on your way towards marketing success.