physical therapy marketing & physical therapy katie salmans, kari langsenkamp, nick wedel,...
TRANSCRIPT
Physical
Therapy
Marketing & Physical TherapyKatie Salmans, Kari Langsenkamp,
Nick Wedel, Nicole Gravino,Rachel August
Marketing The Physical Therapy Profession
Marketing Yourself as a Professional
Marketing Your Physical Therapy Company/Business
Marketing the PT Profession
What we do as physical therapists is likely very different from what those outside our profession think we do
Example
Misconceptions about the PT Profession
No one else is correcting the misconceptions
It's our responsibility to our profession to portray physical therapy in a positive light and challenge the false perceptions of what we do
How can we do this?Must provide quality information that is readily available and understandable to the general public
Examples:
Blogging
Wikispace
Social Media
Facebook/Twitter
Marketing Yourself as a Professional
• Marketing yourself to other health care professionals
• Marketing yourself on social media
• Marketing yourself for jobs, interviews, etc
Marketing yourself to Orthopedic Surgeons
Values
Philosophies
Clinical Specialty Areas
Statistical Analysis of Patients
Marketing Yourself to other Health-care Professionals
Marketing to General Care Physicians
Values
Philosophies
Clinical Specialty areas
Statistical Analysis of Patients
When to refer PT
Evidence and Studies
Social MediaFacebook
Clinic Page
Personal Page
Information Links
Respond to General Inquiries
Online Resume
Experiences
Professional Connections
Information Sharing
Marketing Yourself as a Professional
Appearance
Professional Attire
Upgrade your undergrad wardrobe!
Comfortable
Not too tight, tailor clothes if necessary
Worth the $$ to invest in some items that will last
It's cliche... but you only get one chance for a first impression!
• When in doubt, wear a suit
• Bring a briefcase or portfolio and be prepared to take notes
Student Discounts
White House Black Market
J. Crew - 15%
Target - Online 10%
Anne Taylor - 20% (Loft 15%)
Banana Republic - 15%
Frequently isn't advertised - so always ask!
Behavior
Be engaged in conversation, ask questions, and be confident in what you have to offer
In some situations - you obviously are not representing yourself as a professional. Others aren't so obvious.
Every new person you meet could be an opportunity.
Resumes - the 3 C'sClear
Only include information relevant for the position you are seeking
Concise
1 page!
Clean
Neat and easy to read.
PROOF-READ IT!
Easy way of managing resume and making connections
Your resume doesn't have to be on scented paper to be fabulous!
Marketing Your PT Company/Business
Conventional Methods:
Newsletters
Business Cards
Electronic Mailings
Unconventional Methods
'Friendtelligence'
Building business connections
Making the 'right' friends
Other health professionals (Doctors, nurses, etc)
"It's not what you know..."
Become a friend to the community and earn their trust
If customers trust a community, they will trust a brand/business
Word of Mouth
Not just word of mouth, but the RIGHT word of mouth
Control your fate by controlling what people say about you
How can you control word of mouth?
Be available to the community
Hold an open house
Create open forums on your website, blog, etc. for consumers to ask questions
Once they are in your clinic, make sure to keep them there
Make customer feel special every time they enter the clinic