Five High Impact Marketing Tactics to Grow Your Practice

There’s a common misconception that marketing your practice will take time away from treating patients. While that might be true, if you know where to focus your efforts, you’ll find that it’s well worth your time and can pay back in big ways.

Here are five key areas where focusing your marketing efforts can have a big impact. 

Be up to date

You’re probably already aware that social media can be a powerful marketing tool. You might even have a Facebook page set up. But is that Facebook page up to date? One of the most important ways that social media can benefit your practice is by engaging your audience and creating awareness for your business, ultimately resulting in new patients. Make sure your business information, and especially contact information, is up to date. Remember, outdated contact information won’t do your clinic any good. You may even consider adding social media skills as a requirement for new hires – a front desk person or administrator who brings this knowledge can help your clinic in a big way.

Dive into your community

You can gain visibility and build up a loyal patient base right in your own community by getting involved. Consider sponsoring a youth sporting event (or an entire team!) as the primary PT in order to build a base of future patients who are already familiar with your practice. You may already know that marathons are a great place to gain patients, but don’t forget about other ages and activity levels. Volunteering at elementary school field days or nursing homes can be an equally great way to connect with future patients.

While you’re at it, you can also connect with your community by contributing to an established local newsletter or media outlet. Offer tips and tools for pain management, injury prevention, and recovery or pitch an idea about a specific or seasonal health concern. Just make sure your contribution is relevant to your practice and will bring new patients through the door!

Tap into Word of Mouth Marketing

Known in the marketing world as Word of Mouth (WOM) marketing, recommendations from friends and family can be one of the best, low-cost ways to promote your practice. People are much more likely to trust a recommendation that comes from someone they know, and in the digital age, this idea has also spread to the use of social media and online review sites. In fact, studies have shown that these sources can be as influential as those from a personal source. So how do you increase your word of mouth marketing? Simple: provide an outstanding experience to your current patients that they won’t be able to stop talking about!

Another way to drive word of mouth referrals is to keep in regular contact with your top referral sources. Use your EMR system to pinpoint which physicians are providing you with the best types of referrals – and then market directly to them! This can be as simple as providing ongoing, professional communications to these physicians that update them on a patient’s progress. Physicians want clear, concise and continual communications and will likely reward your efforts by sending more patients your way.

Pro tip: Your EMR can provide reporting and letter templates to help you create documentation and other communications that boost your credibility and present your services in a professional way!

Bonus tips:

To take your marketing tactics to the next level, punch up the impact with swag! Use helpful, meaningful, small items to say thank you or help with ongoing rehabilitation. It’s a great way to reinforce your brand and keep your practice fresh in the minds of your current and future patients! Branded tools such as resistance bands, exercise balls, and hot/cold packs will place your clinic front and center.

If these marketing tools sound great, but you think your time is better spent treating patients or handling other parts of your business, worry not! It’s time to hire a marketing professional. Hiring someone with marketing experience, either internally or through an outside marketing agency, can provide the guidance you need to help your practice thrive. Now get out there and make your mark!


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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