11 Marketing Resources All Therapists Should Know About

This is an update on a post originally published on May 25, 2017. 

Physical Therapy and marketing might not have a ton in common, but one thing is for sure – they are both continually evolving. Physical therapists are constantly finding new techniques to restore patient mobility and technology like video games and telehealth are offering up new ways to treat patients. Marketers are constantly finding new ways to attract potential customers and new tools are coming to market faster than you can say goniometer.

That being said, there’s a lot that PTs can learn from the top minds in the marketing world. From industry leading blogs to social media influencers and authors, take a look at the below resources and pick up a tip or two on how to bring patients in your door, keep them happy and turn them into your biggest fans.


  • HubSpot Marketing Blog: While HubSpot might be best known for its software, it’s a marketing blog that keeps me coming back. Chock full of articles about email marketing, content marketing, social media, and more, you’re bound to learn a few things from this blog. A few of my favorite recent articles include how to compose social media posts for five different channels and a step-by-step guide on how to use Facebook Live.
  • Convince and Convert: Widely known for his book, Hug Your Haters, this site is run by Jay Baer. I’ve had the opportunity to hear him speak a few times at industry conferences and he is worth every penny of the conference pass. Jay often speaks on why you shouldn’t run from your “haters” but rather embrace them. For example, you can learn a lot about how to build a better business by listening to critiques – if all you pay attention to is praise, how will you grow?
  • Duct Tape Marketing: As the name suggests, Duct Tape Marketing specializes in simple, effective and affordable marketing tactics. The target market is small business owners who are looking for easy to execute marketing plans. Sound like you? If so, don’t miss this blog.
  • MarketingProfs: I might be biased as a content marketer, but if you’re looking to improve your writing skills MarketingProfs is the first place I would recommend you turn to. Led by the wildly talented and engaging Ann Handley (see more on her below), this is an excellent source of information for individual marketers or entire teams. Sign up for their weekly newsletter and virtual events to take full advantage of this content institution.

Books & Resources

  • Start with Why by Simon Sinek: This book is typically included in lists of great leadership books, but I think it belongs in the marketing genre as well. The “why” that Simon is referring to is whatever cause or belief that inspires you to do what you do. Find your “why” and you will inspire others. Simon has also discussed this topic in a TED Talk, linked here.
  • Purple Cow by Seth Godin: This is one of the most popular marketing books around. It discusses the importance of differentiation and why we all should understand how to be “remarkable”. Seth says that the only way to cut through the hyper-clutter of products and advertising is to innovate something new and unique – like a purple cow.
  • Private Practice Marketing Toolkit: Wondering what tactics are needed to build out a winning marketing strategy? Look no further than our latest toolkit filled with strategic actions that will take you one step closer to your business goals, help put wins on your marketing scoreboard and deliver value to your patients.

Looking for more help in marketing your practice? Download our tip sheet to get even more tips for successfully marketing your practice.

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  • Ann Handley: If you’re looking to increase your writing skills, Ann is the one to follow (see the info on MarketingProfs above). She is the Chief Content Officer of MarketingProfs and a veteran of the digital marketing world. Follow her at @MarketingProfs.
  • Guy Kawasaki: Another veteran of the marketing and digital world, Guy has held such titles as Chief Evangelist at Apple and Brand Ambassador at Mercedes-Benz. He’s currently the Chief Evangelist at Canva (a fantastic, free online tool that helps you create custom images that I highly recommend). Needless to say, he’s a powerhouse in the marketing industry. Follow him at @GuyKawasaki.
  • Joe Pulizzi: Joe is the founder of Content Marketing Institute, a major player in the world of content marketing industry knowledge. I’ve personally been to the event, Content Marketing World that Joe and his institute hold annually, and it’s incredibly informative. He’s also the founder of the Orange Effect Foundation which works to empower children & young adults with speech disorders so they can effectively communicate with the people and world around them. Follow Joe at @JoePulizzi.
  • Neal Schaffer: Last but not least, Neal is a nationally recognized leader in the world of business social media. He specializes in educating businesses on how to get more customers from social media and how to maximize marketing campaigns. He can teach you how to create successful social media plans, how to work with industry influencers and bloggers, how to track the value of your social media plan, and more. Follow Neal at @NealSchaffer.

Taylor Goldsmith

Content Marketing Program Manager

Taylor Goldsmith is the Content Marketing Program Manager at Clinicient where she manages the blog, social media strategy, supports lead generation activities and more. She provides insightful direction to a variety of other daily Clinicient activities and brings to her team knowledge of core and emerging marketing strategies. Taylor earned a Public Relations degree from the School of Journalism and Communication at the University of Oregon. In her spare time, she likes to travel, explore the Portland food scene, and cheer on the Oregon Ducks.

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