- October 2013
- August 2013
- July 2013
- June 2013
- May 2013
- August 2012
- June 2012
- May 2012
- April 2012
- February 2012
- January 2012
- November 2011
- October 2011
- September 2011
- July 2011
- June 2011
- May 2011
- November 2010
- September 2010
- June 2010
- April 2010
- February 2010
- November 2009
- October 2009
- September 2009
- August 2009
- July 2009
- June 2009
- May 2009
- February 2009
- January 2009
- August 2008
- July 2008
- June 2008
- May 2008
- April 2008
- February 2008
- January 2008
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
• 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.
Simple Principles Help Make Your Physical Therapy and Health Care Website The Hub Of A Patient-Generating Marketing System, Not Just An Online Business Card
Website and internet management decisions grow more and more important for physical therapy and health care practitioners every day. Gone are the days when a provider could get by with a cheap $39 a month website, a picture or two, contact information, and an About Us page. Instead, websites have become the hub for strategic “want or need to know” information about your marketplace that drives consumer choice and influences referral patterns.
Yet while the push to the internet accelerates, we still see large numbers of providers struggle, postpone, and bungle even the most basic website decisions. Why? Perhaps the simple answer is confusion over what to expect from the website and how to sort out all the choices. Once you know what to expect, you can place a value on the site based on the potential impact on your business. With a sense of value in mind the job of sorting out your options should be straightforward.
What To Expect From Your Website –
From The Marketplace To The Backend
In The Marketplace
Think of your website in the marketplace in two categories: Services and Referral Generation.
Your website should provide services that improve the customer experience and ease of doing business. Don’t narrow your thinking about functionality to just “branding” or displaying basic service and contact information. Obviously, the low cost, high speed, large informational-transactional capacity, and extensive reach of the internet make it ideal for virtually all a practitioner’s business functions with the exception of delivering physical goods and services.
As the use of most computing and internet technologies continue to converge on mobile devices, the delivery of all “soft” products and services will converge as well. Patient intake forms, scheduling, appointment reminders, and online payments through mobile devices are all simple examples. Start with the simple basics like online appointment forms, and get your business services online now, don’t wait.
Referral generation flows from great content. Great content is a traffic generator: Search engines are smart enough to find and rank it, and visitors are engaged enough to stick on your site rather than bounce around exploring other search results.
Great content facilitates the visitor’s decision making process by providing information about diagnosis and treatment options, and then helping them understand how to choose the best provider. Each visitor wants the best care available, not the second best, and usually has no idea how to find it or even what to ask. Good strategic content avoids self-serving platitudes like “most experience” and “caring about you.” Instead, it provides checklists, reports, and other offers for more information that educates the visitor to a point where they draw the conclusion you are the best choice. And, if they can “click here” to chat now, register for an event, refer a friend, request a complimentary consultation, or request an appointment – just the basics, but that’s a GOOD start for an engaging site.
The Back End
Planning & Design
Ninety-nine out of one-hundred people reading this article should not expect (or even attempt) to build, maintain, host, or manage their internet presence themselves. Despite the TV commercials promoting “click-click” and you are done, this is a really bad idea. Most likely, the site will not meet your needs, and you will pull your hair out trying to keep up with the call to maintain it, or worse yet, not be able to publish it without many important pages missing, “under construction,” or just looking awful. Yes, great website building tools exist, but you still need extensive training, expertise, and LOTS of time to work with them.
That being said, even though you shouldn’t be producing your site, you do need to understand enough about the platform choices so you know what to expect for support, development, and maintenance. Avoid proprietary technologies where the website can’t be purchased and moved should you need to do so. To protect your investment, choose a widely supported open source platform with a large community of independent developers who can step in at any time.
Understand that there is a big difference between the website design and the CONTENT. The most common mistake you can make is to go for a website designer who also masquerades as a content provider. Anyone can post a welcome message, pictures, and other basic information, but the battle is won with good strategic content (yes, this is a competitive battle). A pretty design will not overcome the internet demand and the visitor’s appetite for relevant content.
Don’t be intimidated: Many small practice managers look at what their larger competitors are doing on the web and draw the conclusion they can’t afford to compete. If that’s you, here’s the good news – most of the online applications you will need are readily available and affordable. If you can’t afford or don’t want to lay out the cash to purchase a system, consider licensing with an option to buy. Make sure you partner with a strategic web content provider who not only has a track record for generating and qualifying patient leads in your field, but also integrates the concepts into your offline materials as well.
David and Trent can be reached through their website PTreferralMachine.com, on their blog PTRMblog.com, or at either of their offices in the US or Canada. US – 90 Altons Lane, East Falmouth, MA 02536, 774-255-1125. Canada – 26 Sienna Bay SW, Calgary, AB T3H 2C8, 403-510-7051. Email info@PTreferralMachine.com
The PT Referral Machine $189 90-Minute Power Writing Workshop
More “How To” posts on physician letters from our blog library:
- Why Letters From PTs Are Now Read By More Physicians
- Physicians’ Waiting Rooms – A Great Place To Begin Capturing The Attention Of Your Prospective Patients
- The New Frontier In Practice Management For Physical Therapists et al
- The 4 Crummiest Physician Letters We’ve Ever Seen (We Hope They Don’t Look Familiar)
- 3 Simple Steps To Generating Physician Letters That Actually Produce Response
- Getting Traction With Key Physician Referral Sources
- How To Make Physician Letters Actually Generate PT Referrals
- Good Materials That Help Physicians
You probably hear advice from marketing people like us about how “blogging” will help you get found on the internet, and we always hear from most physical therapy and dental clients that blogging is just another chore with a limited impact on the business.
We want to share an example that comes from a physiotherapy business we work with in Halifax, Nova Scotia, One to One Wellness.*
The owner takes full advantage of the blogging feature on his clinic website by collaborating with key staff members, all taking turns writing posts. With eight contributors, each person only has to write a post once every two months. Over time (about two years now), the blog has increased traffic to the site by gaining authority with key search engines. It even attracted enough attention to be quoted in a national magazine, Canadian Living. And, while doing research, another reporter from Progress Magazine found a relevant post from the blog and was impressed enough to feature their clinic in a wellness article. Not long after that, they received another inquiry from blogging expert Linda Dessau, asking to use their blog as an example of team collaboration. As far as customers go, their website and blog was recently voted Silver for “Best of Halifax.” The publicity continues to be a boon to their brand.
This did not happen after one or two posts. It was the result of good leadership, patience, and the basic discipline of routine over two years. The reward is strategic advantage. The simple process of blogging has created a team activity, boosted moral, and provided the foundation for good strategic content-driven marketing. A commitment to the discipline of blogging will pay dividends to all healthcare providers who embrace it and feed it with worthy content.
In preparing to write this post, I asked Nick (owner of One to One) a question:
Q: As the CEO, what benefits (so far) in the organization have you seen from your approach to blogging? What costs? Were any of the benefits/costs anticipated?
A: There have not really been any costs associated, except the cost that we pay you to support our marketing and develop our site. And I guess the opportunity cost of our time; however, it seems to be something most enjoy.
I think everyone has a writer in them. Most of us just need a deadline to actually get us to put something down in writing. There have been several benefits of us blogging as a team, including:
- simply doing something as a team – everyone participates
- giving everyone a voice and a way to speak to prospects and clients
- extending conversations; ie. allowing people to hear what we have to say without us being there to say it
- fresh content on our website that could increase engagement
- ability for people to check us out ahead of time and understand our offering more fully – several have read our posts to validate a recommendation before booking an appointment
- more far-reaching connections, such as a journalist who contacted us for her magazine article and a blogging advisor who wanted to more about team blogging
- multiple perspectives expressed
- ability to share our own content through other channels, such as Facebook or Twitter
- possibly improvement on search engine rankings*******
Why A Good Blog Can Be As Important As A Business Plan For Many Small Businesses
A conventional business plan has value for two main reasons; first, it demands disciplined input from the management team in order to complete, and second, the plan lays out key aspects of the venture so that others can understand and evaluate it using common business language.
A business plan reflects the nature and character of the management. It also describes the value proposition for the product and service. It is the quality of the plan, the content (along with a track record), that attracts investors, employees, and other strategic partners to support the business.
But what about attracting customers, the lifeblood of business? Attracting customers is no different, but instead of calling the result of the disciplined internal process a “business plan,” we call it “marketing.” As consumers of everything from A-Z, we all use the information we collect from advertising and the internet about a business to make buying decisions. Assuming an attractive value proposition, the business with the best system for communicating this value will dominate the marketplace. Businesses that deliver superior value will die or never reach their potential if they can’t get the word out while their mediocre competition thrives on the strength of superior marketing.
Every Business, No Matter How Big Or Small, Can Market Effectively With The Right Content, And Blogging Provides A Disciplined Process For Building Foundational Content – FOR FREE (almost).
Learn More – Related Article: Enter Content Management – The New Frontier In Practice Management
*Thank you to Nick and Lori Matheson, Jen Sheppard, and the entire team at One To One Wellness for permission to share their blogging success story. Visit their blog at www.121wellnessblog.ca
Why Blogging And Social Media Platforms Are Probably A Waste Of Time For MOST Physical Therapists, And A Competitive Weapon For A Select Few
Marketing Lessons From 2010 In Less Than 400 Words
It’s a new year, and that means you probably thought you would get some relief from the onslaught of the ever-popular “Looking Back At 2010″ articles you endured this past December. Not so fast… Now that we are done reading through our pile, we thought we would try contributing one of our own.
First, a quick look back at 2010. The social media buzz dominated 2010. It was the most frequently “what do we do about this” topic raised by clients and prospects. It seems that most practitioners couldn’t escape the hype, and if you didn’t rush to create a blog or Facebook page for your clinic, you probably felt like the train left the station without you. No worries, because social media marketing will continue to be more hype than pressing business priority for 2011. In fact, when you look at how most companies are implementing social media, it becomes instantly evident that many will end up throwing it out and starting over, or just not get anything out of it at all.
The majority of social media implementers underestimate the demands of constantly creating worthy blog and social media content – it’s a BIG job even if you have the experience and training. Another common mistake, rushing to publish, leads to a pile of poor quality, confusing information. Feeding these social media systems with the right content that fits the strategic needs of the business requires planning and discipline.
So if you feel like you missed the blogging and social media train, rest easy, another one will be along when you are ready.
To get this right, the best preparation is to forget about the web technology decision and focus your effort on your strategic content. This may sound like a veiled invitation to jump on the blogging/social media bandwagon and publish, publish, publish, but it is EXACTLY THE OPPOSITE. A good plan for strategic content means you determine what to say and how to say it in an appealing, consistent way for your audience. This consistency becomes the foundation of all your messaging. With a solid strategic foundation, your blog and social media platforms will become a powerful tool for deployment of a sound internet strategy.
4 Ways To Learn More About How To Create A Strategic Messaging System:
- Sign up today for Nitin Chhoda’s popular “Referral Ignition” and get 6 -CEUs. Registration opens today, and is limited to 50 people. 13 early birds have already signed up, and last year the program sold out in 5 days. For more information and to regsiter now, click here and receive a $100 discount when you use the code ptreferralmachine. Also receive complimentary professional design on one of Nitin’s postcard templates.
- Register for our 90 minute Power Writing Workshop for $149. Learn more at http://PTreferralMachine.com/power_writing
- Register for our 60 minute complimentary live PT marketing webinar. Learn more at http://ptreferralmachine.com/free_webinar.
- Read our blog at http://ptrmblog.com
David C. Steinberg & Trent Wehrhahn
The PT Referral Machine.