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Marketing Your Physical Therapy Clinic

14 Simple Marketing Ideas for Physical Therapists

You went to school to be a physical therapist, not a marketing manager. If you are struggling to grow your practice, we are here to help. Our goal is to help you find new patients and increase revenue. We have the tools you need to jumpstart your physical therapy clinic’s marketing program.

1. Provide quality care to all your patients.

Treat every single person like he or she is your favorite patient. Greet people with a smile and do your best to be the best physical therapist in town. Take time to explain the different therapy options and answer questions thoughtfully. Also, try not to overbook your schedule. You don’t want to keep people in the waiting room for too long.

2. Develop a strong online presence.

If you don’t have a website already, it’s time to build one. Every physical therapist needs to be online. If your website is more than 10 years old, it’s likely time for a refresh. A modern, professional website can make a lasting first impression and give you a leg up on the competition. Many patients appreciate the convenience of being able to schedule appointments and fill out registration forms right on your website.

3. Offer a free consultation to new patients.

A free consultation can be a good way to attract new patients to your physical therapy clinic. This gives you an opportunity to really explain the benefits of PT in-depth. Be careful not to let these sessions take up too much time in your schedule. Set a time limit for yourself before each one.

4. Incentivize referrals from existing patients.

Happy patients are a great asset to your business. If you provide excellent care, your patients won’t hesitate to recommend your practice to their friends and family members. Make sure to say thank you every time someone refers a new patient to your practice. A handwritten note or a small gift card can be a nice touch too.

5. Build relationships with other health and wellness professionals.

Obviously, marketing to physicians is important for any physical therapist. However, don’t limit yourself to orthopedic surgeons and podiatrists. It can also help to connect with personal trainers, nutritionists, acupuncturists, chiropractors, and massage therapists in your local area.

6. Try using a lead generation service.

Purchasing PT leads is a simple way to get the phone ringing. If you are struggling to stay busy, buying calls or appointments can help to bring more people in the office. Most lead generation companies have a “pay-per-lead” pricing model. This means that you are only charged when a lead matches your set preferences. As you know, there are many reasons that someone may need physical therapy. For example, these prospects may be interested in 1) sports injury rehabilitation, 2) arthritis treatment, 3) aquatic therapy, 4) massage therapy, or 5) post-surgery recovery.

7. Actively manage your online reputation.

You need to know what people are saying about your physical therapy practice online. If you aren’t already doing it, you need to be monitoring review websites and social media websites. When someone leaves a positive review, take a minute to respond and say thank you. You can continue to build your credibility online by encouraging your existing patients to write reviews. Make it easy to get from your website to your profiles on the most popular review sites. Unfortunately, negative reviews may pop up from time to time. Call the patient and try to rectify the situation. Always be polite and remain as professional as possible.

8. Attend a national conference.

Have you ever attended a physical therapy conference? If not, you should consider it. Conferences are great place to network, continue your education, and get great practice management advice. Plus, these PT conferences are usually held in a fun location so the trip can double as a vacation.

9. Establish a strong brand.

Branding includes everything from naming your business to designing a great logo. You need to create a unique identity for your practice. What makes you different from other local offices? For example, you might specialize in sports injuries. Maybe, you are the only office in town that offers aquatic therapy. All company marketing materials should reinforce and build your brand.

10. Spend some money on pay-per-click advertising.

If you prefer to do-it-yourself, pay-per-click might be a good option for you. As the name suggests, you only pay when someone clicks on your ad. You pick the exact keywords that match your ad. For example, you could bid on “physical therapy locations near me”. If you only do in-home physical therapy, you can only bid on those specific keyword searches. Sending paid traffic to your site is a simple way to get more eyes on your content. If you have a great website, you can turn these website visitors into paying customers.

11. Get involved in the community.

Community engagement is a good way to build your brand. You could sponsor a 5K race or a local basketball tournament. You might also consider participating in the local Chamber of Commerce or passing out free water bottles at the county fair. Even small events like this can really help to get your name out there.

12. Update the design of your office.

Outdated posters and old magazines can leave the wrong impression. Keep people coming back to your practice by refreshing the overall design of the space. Even a fresh coat of paint can make a big difference. Your office should feel modern and welcoming. The fitness equipment should also be up-to-date.

13. Bring back past patients with postcards.

Direct mail can help reactivate patients who haven’t been seen recently. When you send out a postcard reminder, there’s no envelope to open. There’s a very good chance that your message will be delivered. Postcards are great for announcing a new office location, running a promotion, or announcing a new PT treatment offering.

14. Join a professional association.

As a physical therapist, there are several major organizations that may want to consider joining. Membership can help support your professional growth and development. There may even be a local chapter in your area. Attending chapter meetings is a good way to meet people in your field.

Marketing for Physical Therapists – Frequently Asked Questions

Is it important for a physical therapy clinic to have a website?

Yes, you need a website. If you don’t have one already, you’re late to the game. If you’re embarrassed to send people to your site, it might be time for a new design. Your website is your digital business card. This is where people can find out how to contact you, what services you provide, and which insurance providers you accept. If you’re on a budget, there are several DIY platforms that allow you to build your own site. If your tech skills are limited, you might consider hiring a local web designer to help you out.

How can SEO help physical therapists?

SEO helps to improve your ranking in organic search results. This means more traffic to your website, and who doesn't want that? Unfortunately, every physical therapist wants to rank highly for searches like “best PT near me” and “top physical therapy places”. So if an SEO agency promises you first page rankings overnight, proceed with caution. A well-executed SEO strategy requires time and planning. If you’re just getting started, try writing monthly blog posts with informative, original content.

Can physical therapists buy calls or appointments?

If you are short on time, using a lead generation service may be the way to go. Pay-per-call advertising, in particular, is great for physical therapy clinics. When done the right way, you can start booking more appointments and growing your PT practice almost immediately. You are charged a fixed price for each incoming call.

How can pay-per-click advertising help physical therapy practices?

SEO can take a lot of time and effort. If you decide to start a PPC campaign, you can start to see the results quickly. Pay-per-click advertising lets you target a very specific local audience. How can you get people to click on your ad? Little details can make all the difference. If you make house calls, your ad should mention something about in-home physical therapy. If you specialize in treating lower back pain, include that too.

How much do physical therapy leads cost?

Physical therapy lead prices will depend on a few different factors. Who are you buying the lead from? Is your practice located in a small town or a major city? What type of therapy is the patient interested in? What treatments do you offer?

Where can physical therapists find leads online?

If you are looking for leads, you have come to the right place. ProMatcher is the place for physical therapists to find online lead generation and marketing opportunities.

How much should a physical therapy practice spend on marketing each year?

Honestly, it’s all relative. We suggest that most physical therapy clinics spend about 5 to 10% of their projected annual revenue on marketing. If you are a small operation, this might seem crazy. We understand that this is a lot of money, but you can slowly work up to this. We’ve provided a whole list of simple, low-cost marketing strategies. Just try one to get started!

Pay Per Call
Pay Per Lead
Web Design & Management
Customer Reviews


Pay Per Call
Pay Per Lead
Pay Per Appointment

Website Design & Management
Pay Per Lead
Pay Per Call