Creating A Comprehensive Marketing Strategy Is A MUST For New Patient Growth - Facebook Live Intervention With Nathan Shields And Adam Robin
Oct 10, 2023
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Marketing experts Nathan Shields and Adam Robin discuss the importance of a comprehensive marketing strategy in the physical therapy industry. They explore targeting and attracting the 'right clients', gaining internal referrals, understanding and addressing patient fears and worries, creating avatars for effective communication, tailoring the marketing strategy to the target audience, and outsourcing marketing work. Tune in to supercharge your marketing efforts and propel your clinic to new heights of success.
Developing a comprehensive marketing strategy for outpatient clinics involves focusing on different aspects: past patients, current patients, physician relationships, and the local community.
Understanding patient avatars, tailoring marketing messages accordingly, and selecting the right mediums are crucial for effectively reaching the target audience.
Deep dives
The Importance of Developing a Marketing Strategy
In this podcast episode, the speaker emphasizes the significance of building a marketing strategy for outpatient clinics. They mention the four key buckets of marketing: past patients, current patients, physician relationships, and the local community. While digital marketing is acknowledged as a strong aspect, the focus is placed on the first two buckets: current and past patients. The importance of having a strategy for each bucket is highlighted, understanding the value and potential of leveraging existing patient relationships. The episode discusses the potential challenges faced in marketing efforts and the opportunity to reassess and improve strategies to attract and help more people.
Utilizing Avatars and Mediums for Effective Marketing
The podcast delves into the concept of avatars, which are different patient profiles representing the ideal target audience. By identifying specific demographics, interests, and needs, clinics can tailor their marketing messages accordingly. The speaker also emphasizes the importance of considering mediums, such as radio, newspapers, and digital platforms, to reach different segments of the target audience effectively. They share personal examples of utilizing different mediums based on their patients' demographics and preferences to optimize their marketing efforts. The podcast suggests that understanding avatars and selecting the right mediums are crucial in ensuring marketing messages reach the intended audience.
Harnessing the Power of Internal Marketing
The episode emphasizes the potential of internal marketing by focusing on current and past patients. The speaker discusses the value of internal referrals and highlights the importance of training the entire team to actively ask for patient referrals during progress notes and check-ins. They share personal success stories where team members excelled in generating internal referrals by engaging patients and building strong relationships. The podcast suggests that developing a culture where team members are incentivized and motivated to ask for referrals can significantly boost patient referrals and enhance the clinic's growth.
Refining Strategies for Current and Future Success
The podcast discusses the importance of continuously evaluating and refining marketing strategies for current and past patients. The host encourages the guest to think differently about their marketing approach and highlights the significance of setting clear expectations and key performance indicators (KPIs) to measure success. They also discuss the benefits of outsourcing marketing efforts to experts and utilizing their guidance to refine strategies. The episode concludes by mentioning the significance of creative strategies for engaging current and past patients and leveraging their positive experiences to attract new patients.
One of the weaknesses of PT owners is the development of a clear Marketing Strategy. Some of the components of a proper Marketing Strategy include answering the following questions: Who is the ideal client? What is the message to them? What do they need to know about you? Where would they hear about you? In this episode, we break down the development of a marketing strategy with Cliff Wonsettler, PT of Wonsettler PT so he can target areas of his clinic where his marketing is weak and how a more comprehensive strategy will net him more new patients immediately. From targeting and attracting the “right clients” to gaining internal referrals, we leave no stone unturned. Learn how to convey what potential patients need to know about your practice and where to effectively reach them. Tune in now to supercharge your marketing efforts and propel your clinic to new heights of success.