Is $895 per month a good investment for guaranteed* double-digit growth in your PT practice?
Answer: Yes, read on. No, Click away.
How We Help Physical Therapy Businesses Grow…
The PT Referral Machine (PTRM) is absolutely, the most complete and affordable marketing resource available for PT businesses, big and small. If you are good at what you do, PTRM sets you on a path for double-digit growth in as little as 60 days – guaranteed.*
You need effective marketing, plain and simple. What you don’t need is more “how to” advice from consultants who charge thousands for seminars, workshops, and other traditional agency services. Consultants and seminars can look appealing because you want to learn how to be a better marketer and try and handle the job yourself. But for most PT practices handling the marketing in-house is usually a really bad idea. It’s just too expensive to hire a trained marketing professional, and then they need to outsource most of what you need anyway. Is finding an Industry Solution a better idea? We think so…
So stop banging your head against the wall. There is no need to waste your time struggling with marketing anymore…
Get Your Complete Physical Therapy Marketing Department – A Senior Executive With Support Staff And A Proven Track Record For Results For As Little As $895 A Month.
Services Include: See all this and more on a 60 minute Strategy Session.
• Strategic Planning
• Custom Website
• Search Engine Optimization
• New Patient Email and appointment confirmations
• Blog
• Internet and social media
• Patient information materials
• Physician materials
• Event promotion and materials (seminars, workshops, in-services, open houses, grand openings)
• Receptionist training and scripting
• Direct mail programs
• Results tracking
• Agency services
- Graphic design
- Copy writing
- Media analysis, purchasing, and discounted printing services
*Before ordering your service, sales targets will be set. When we proceed with implementation and you do not meet the agreed sales projections, we will credit or refund 60 days of service.
What Is PT Referral Machine?
PT Referral Machine is a complete resource for planning and executing Fortune 500-Style health care marketing systems on a small business budget.
See our programs and pricing here.
Looking for a complete turnkey marketing solution for your website or other special ailment treatment program? Call David directly at 774-255-1125 to learn more and discuss your unique requirements.
Have general questions about our PT marketing industry solution?
Visit our FAQ page.
Sincerely,
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Common Mistake
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Best Practice
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Irrelevant Content
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Educate and problem solve on topics of importance to the reader. A good example of irrelevant content is the typical “news letter” that features the company picnic, golf outing, or other announcement that is not newsworthy. A good indication your content is not relevant is a poor “open” rate. Your email marketing services provider can provide more information on how you evaluate this.
Good content teaches them more about key issues of interest, like what you know about comparing treatment options for back pain.
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Wrong Frequency
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If you send too many emails, you burden your recipient and TRAIN them to hit the delete key without even looking at the content. If you send too few, your audience may not understand how you can help them at the most critical times in their decision process. Depending on the purpose of the email, you can determine the appropriate frequency by testing. For example, with new patients, you may design your program to:
a) provide a new patient info pack via email,
b) spur compliance, c) get feedback during the course of treatment, and d) follow up with options for “what’s next” after discharge. You test for good frequency by monitoring open rates, click-throughs, and asking recipients what they think.
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Inneffective Offers
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Email marketing carries an implied social contract. In exchange for the permission given to use their email, your recipients expect you to provide things of value to THEM. Make sure you hold up your end of the bargain; in addition to the basic requirement of relevant content (your minimum obligation), in order to have long-term success, you need to provide easy access to additional resources and value added offers. Don’t just ask for business – that is of value to YOU, not your recipients.
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Failure to capture email addresses on a permission basis and providing an easy way to opt out.
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The data shows that the majority of your patients use email, even the older demographics. In 2009, 56% of 65-69 year olds and 45% of 70-74 year olds use the internet.* You can “capture” email addresses in a variety of ways:
1) Ask for the email when they book their first appointment (isn’t that a novel idea?)
2) Provide informational packets in exchange for contact information through your website and phone receptionist (most locations are not set up to do this in an effective way).
3) Collect emails from those attending your presentations or at health fairs.
4) When asking for referrals, always provide for email information when getting the referral’s contact information.
All of these methods have a certain level of permission associated with it. Obviously, the best permission comes from their direct request to be included on your list. To achieve the best level of permission, you need to do all you can to explain how you will use the email. With a new patient, for example, when you tell them that you need their email to send appointment reminders, and then you start sending sales promotions, the recipient may not welcome that. It’s best to explain more fully that you will be including other news and special offers, and always provide an easy way to opt out with ONE CLICK.
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Inneffective subject lines
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Your subject line is the ad for the email – make it as compelling as possible. We all scan the subject lines before deciding to open and read on, right?
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| How Much Should You Budget for Marketing? |
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It always amazes me when I read or hear about other marketing experts who advise clients to budget marketing based on a straight percentage of projected sales, like 5% – it’s a lazy answer used by poorly trained marketers who can’t (or don’t want to) calculate return on investment (ROI) for the programs they deliver. Sure, you have to start somewhere, and a basic percent of sales is a sensible starting point, but that’s ONLY the beginning of the conversation, and to leave it at that is to leave out the most important part.
Your marketing budget should provide you with the ultimate leverage for growing your business. What we mean by leverage is that increase in sales achieved for every dollar invested (yes, you should be able to measure this, and any “expert” advising you on how to spend your marketing dollars that can’t set you up to do this isn’t worth a dime of your precious cash). For example, if you have a specific treatment option like McKenzie that you advertise in the paper at a cost of $1,500, and it produces three new patients AND one new referral relationship, what’s the ROI on that? If the average course of treatment is $850, and the new referral relationship is worth $30,000 annually, then that single ad provided quite a bit of leverage for your business:
If running that ad again meant that you would need to go over the “5%” of revenue recommended by the lazy consultant, would you do it? Assuming you could handle the new business, OF COURSE. To pull this off, here are three steps to follow:
So, if you currently budget based on a straight percent of revenue, it may be time to reassess your strategy – the results can be extremely satisfying. For more information on Fortune 500-style marketing on a small business budget, please visit www.PTreferralMachine.com. |
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