Physical Therapy Marketing Online: 4 Proven Systems That ll Make You an Expert in Your Community David straight, DPT co-owner E-rehab.com Certified Duct Tape Marketing Consultant About Me PT since 1992 & built my first website in 1995, created over 300 animated exercises online in 1999 Became Fascinated with PT Marketing in 2000 Co-owner of E-rehab.com specializing in PT private practice websites & online marketing since 2003 1200 customers served, 25 Million page views & 30 Million emails sent & 200+ SEO clients Certified Duct Tape Marketing Consultant, 2015 Back in private practice 1
Objectives Ø Describe why many fail with marketing & the two ingredients for marketing success Ø Describe the 4 main drivers that impact your online marketing strategy. Ø Define the 7 fundamental online marketing tactics that you should implement Ø Create a plan for researching your current local market and identifying opportunities. Ø Understand how to use smartphones to promote your practice. Ø List the metrics you should use to measure the effectiveness of your marketing strategy. Ø Understand the five core marketing values System One: Understand What Leads to Failure and Understand What Leads to Success 2
I am seeing a widening gap between those that have decided to promote their practice online and those that don t! E- REHAB.CO M #1 REASON WHY YOUR MARKETING FAILS! Fear Feeling of Overwhelm - Lose Focus - Lose Confidence - Lose Clarity I Need More Start PARALYZED Marketing #1 I Need to Learn More Stuff #2 I Need to Work on Something New #3 Buy More Stuff This is your past but you have to take action Release of Endorphins 3
#1 FACTOR FOR MARKETING SUCCESS! Secrets to Why People Succeed Build In An Immunity to Failure Your Only Failure Is To Fail to Fail Build In a Consistency Process Ingredient #1: Motivation & Training: Helps You Go Ingredient #2: Disciplined Action: Helps You Grow Feel Excitement Patients Need Me!!! Focus on Marketing Get a Referral RAISE YOUR RIGHT HAND AND TAKE AN OATH PATIENTS NEED ME I AM GOING TO TAKE ACTION I AM GOING TO FAIL FORWARD I AM GOING TO GROW MY PRACTICE 4
System Two: Understand How to Reach Your Market Online by Understanding How They are Consuming Info & Communicating 4 Main Drivers of Consumer Behavior (How They Consume Information) Your Patients are Online Your Patients Use Search Engines Your Patients Use Social Media Your Patients Use Mobile Devices 5
Why You Can t Ignore Online Marketing Anymore 86.5% of the people in the US are online. -Internetlivestats.com 9 out of 10 check out a business online before engaging them offline.-real Strategic 298 visitors per location that a PT practice receives each month. E-rehab.com 92% of consumers read ratings and reviews. Bright Local 75.2% of consumers online use Google. - Google 72% of adults received emails on their smartphones last week. -Forrester Research 40% of visitors to PT websites are on smartphones E-rehab.com 51,000 Click to call actions on mobile websites in the last 6 months E-rehab.com 1 billion people used Facebook on Monday, Aug 24th - Fortune 41% of people surveyed said social media would affect their choice of a specific doctor. - Demi & Cooper 81.9% of teens & 72% of Millennials use YouTube on a regular basis. Emarketer.com What is Marketing All About????? The activities of a company associated with buying and selling a product or service. -Investopedia Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. American Marketing Association The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services. Dr. Philip Kotler 6
What Types of Marketing Work? They Didn t Tell You in School Cause Marketing Close Range Marketing (Proximity) Relationship Marketing Transactional Marketing Scarcity Marketing Word of Mouth Marketing Call To Action Marketing Viral Marketing Diversity Marketing Undercover Marketing Mass Marketing Seasonal Marketing PR Marketing Online Marketing Email Marketing Evangelism Marketing Event Marketing Offline Marketing Outbound Marketing Freebie Marketing Inbound Marketing Newsletter Marketing Article Marketing Content Marketing Search Marketing Tradeshow Marketing Direct Marketing Niche Marketing Drip Marketing Community Marketing Social Media Marketing B2B Marketing Cross-Media Marketing Promotional Marketing Ambush Marketing B2C Marketing Cloud Marketing Mobile Marketing Website Marketing WiFi Marketing Facebook Ad Marketing PPC Marketing Alliance Marketing Reverse Marketing Telemarketing Free Sample Marketing Direct Mail Marketing Database Marketing Personalized Marketing Affinity Marketing Cult-tural Marketing Humanistic Marketing Guerrilla Marketing Brand Marketing Brand Lover Marketing Direct Response Marketing Understand What PTPP Marketing Is Getting someone, who has a need, to know, like and trust you. - John Jantsch, Duct Tape Marketing 7
Know, Like, & Trust Marketing Strategies Leverage Web Technology Each Step of the Patient Care Journey - During the patient s journey through the care process (or the marketing hourglass), there are opportunities to leverage web technologies to build your business. 8
System Three: Understand These Seven Fundamental Online Marketing Tactics Seven Fundamental Marketing Tactics that Everyone Should Implement Hub and spokes of online marketing for PT private practices. MOBILE Hub website Spoke Email marketing Spoke Search marketing Spoke Reputation marketing Spoke Social media marketing Spoke Video marketing Action Item: Go online and look at your competition. I guarantee that you can look at these components to the right and differentiate yourself by implementing them. VIDEO REPUTATION WEBSITE SOCIAL MEDIA EMAIL SEARCH 9
You Only Get One Chance to Make a First Impression Don t Lose Business Because You Have a Poor Website 4 th Most Trusted Form of Advertising 10
300+ VISITORS PER MONTH DOES YOUR WEBSITE REPRESENT THE HIGH QUALITY CARE YOU PROVIDE? Search Marketing 1 Searc h 1. Search phrase a. Practice name b. Geo-targeted search 2. PPC/Google AdWords 3. Local Pack à Local Finder 3 2 4. Natural/Organic Listing 4 11
Search Marketing Searc h Search Marketing Generalities Searc h Local search delivers 26% of calls on average Organic search delivers 15% of calls on average Google AdWords delivers 12% of calls vs 4% from Bing Ads Brightlocal.com/blog Sept 16, 2015 12
About 40% of Your Patients/Prospects Access Your Website Mobile Devices Why You Need a Mobile Website 150 Million Smart Phones in Use in US MOBILE 51,000 Click to Call Actions on E-rehab Mobile Websites 25-35% of PT Website Visitors are on a Smart Phone Make it Easy for People to Contact You on Your Mobile Website Click to Call, Click to Map, Click to Schedule 13
How a Mobile Website Can Help You MOBILE Appointment Requests Save to Home Screen Like Your Facebook Page Reviews on Yelp, Yahoo, YP.com Review You on Google Landing Pages for QR Codes **Google has publically come out and stated that your search rankings on mobile devices will suffer if you don t have a mobile optimized website. WSJ Video is the 21 st Century Version of a Television Commercial and is Within the Reach of All PTPPs Video Increases Conversions -174% more likely to purchase a product than non-video viewers. VIDEO Video Improves SEO Video search results garner far more attention from consumers than text results, receiving a 41% higher click through rate. Video Increases Engagement - Consumers staying two minutes longer on websites with video. Video Communicates a Story in a Personal Way 14
Video Topics for Your Website VIDEO First-visit Video Reputation Videos Your Clinical Expertise Your Unique Advantages Patient Testimonials Who You Are & What You Do AN EXAMPLE REPUTATION VIDEO VIDEO 15
Email Marketing is the Best ROI of Any Form of Online Marketing Use it to build relationships EMAIL Use it to follow up Use it for offers, coupons, direct response Use it to communicate new programs, services, grand openings, wellness information, grassroots advocacy, awareness of PT as the Best & First Choice Everyone has email! Over 90% of Consumers have an Email Address It s Automated EMAIL It takes 12 seconds per patient You can message patients indefinitely. You will see the emergence of marketing automation through email. 16
Example of Our Video Email Newsletter Patient s Inbox Interactive Video on Your Website with quizzes, downloads, links, social sharing Click s on a link in the email Integrated Solutions, No Silver Bullets This is what we think a good online marketing program should consist of. It s within the reach of all physical therapy private practices. Those who take action on this will succeed. 17
System Four: Understand The Importance of Building Your Online Reputation It s an Important Form of Social Media Reputation Marketing Strategy CREATING, CAPTURING, CONVEYING A CULTURE OF EXCEPTIONAL CUSTOMER SERVICE IS A LONG-TERM ADVANTAGE Get Reviews 5-star reputation everywhere Build The Reputation Market Reputation Create Culture Manage Reputation Educate & Inspire Monitor & Engage 18
Patients Take Action on Ratings & Reviews THE SECOND MOST TRUSTED FORM OF ADVERTISING Neilson: UNDER THE INFLUENCE: CONSUMER TRUST IN ADVERTISING MEDIA AND ENTERTAINMENT 09-17-2013 Patients Go Online After They re Referred Q: After Being Referred A Business, What Do You Do Next? Real Strategic Inc. All Rights Reserved 19
Q: What Are They Looking at Online? After Being Referred A Business, What Do You Do Next? Real Strategic Inc. All Rights Reserved Reputation Recap Reviews will continue to be a significant opportunity to differentiate your practice from the competition. Reviews are the Second Most Trusted Form of Marketing after WOM Reviews are everywhere Reviews help you show up in the search engines Reviews provide the psychological buying signals patients want. You should capture, market, monitor & engage with, and create a culture that cultivates positive reviews 20
Social Proof We've started asking patients if they have used any online resources to help them find us! In the last 60 days 11 brand new patients told us that they used Google and/or Yelp to help them research us after their doctor referred them. Saw some great reviews on online and was not disappointed. Excellent from start to finish. Jon M, PT We had two OLDER gentlemen come in today due to reviews online. Thought you might want to know that!!!! Reputation Marketing working for us and we are actually seeing it work!!! Keri G I had ACL reconstruction surgery along with meniscus repair about month ago. I researched many different PT locations in queens and Millennium seemed to have the best reviews so I decided to do my therapy there. One-half of my patients come to me through Google. Without question it s because of my online reputation. Got 2 referrals this week just because they googled and read my reviews. Key Metrics to Justify Your Efforts/ Spend Website analytics Mobile click-to-call statistics Appointment request statistics Email marketing statistics Ratings & reviews Patient conversions* *Remember: Online tools are marketing multipliers. 21
Lead Conversion Phones are the Gateway Does this make sense? Do You See Online Marketing as an Opportunity? 22
Most of You Can Drive More Business We assessed the online presence of Ascend 2015 attendees. Online presence of 108 examined 29 practice websites were not up to minimum standards 6 of you didn t have a website at all 50 of you didn t have a mobile website 82 of you had poor mobile UI with no click to call or mapping functions 75 of you had no appointment request function 82 of you had no ratings & reviews online at all 106 of you didn t have any ratings & reviews on their website Most of you had no newsletter sign up or archive Most of You Can Drive More Business 34 of you had no link to a Facebook Page Most of you had less than 50 Facebook Fans 84 of you had no social engagement (post likes, comments, shares) 49 of you had no link to a Google+ Page 83 of you Google+ Pages were unbranded 71 of you Didn t have a LinkedIn page 95 of you Didn t have a YouTube presence 88 of you Didn t have any video on their home page 23
Sell with Sincerity Embrace These Core Marketing Values for Success Focus on Revenue Lead with Value Know & Understand Your Numbers Consistency is the Key Motivation Helps You Go Relentless & Systematic Action Helps You Grow Perfect is the Enemy of Done Thank You Questions? David Straight, E-rehab.com Email: dave@e-rehab.com Phone: 760-585-9097 24