Social Media in the Health Care Industry


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By Christine Towey*

For many people social media is how they keep up with friends and family. It’s how they stay in touch with people who live in different states, and even countries. So why not, as a health care company, tap into this market and become like a person they keep up with? Social media may have been created for personal use, but it’s now been cracked wide open for businesses to utilize as well. By giving your health care company a social media presence, you are able to stay in the minds of former patients, advertise services to current ones, and engage potential patients. When someone likes or follows your page, it shows up in their newsfeed along with all the other people they follow and like. So, without much effort, you can directly advertise to them.

Key Contacts

By Terry C. Brown, PT, DPT

The 4:30 a.m. alarm clock rings too soon after I stayed up late watching the NCAA elite eight. A direct flight to Washington, D.C., leaves at 6:30 a.m., and I fly frequently enough that the gate agent knows me by name. Uneventful cab ride from Regan airport to my hotel, and as you would expect no rooms available for at least four hours. So here I sit in the lobby writing to you our members.

The trip this time is for a most important event, the American Physical Therapy Association (APTA) Federal Advocacy Forum. I have actually attended 20-some of these events on the Hill. Why, you might ask? Because it is just that important!

Because they see you here, there, and everywhere

By Tannus Quatre, PT, MBA

Consumers are a funny breed.

Their attention span is short—miniscule even—only about 8 seconds according to a 2015 study by Microsoft.1

Consumers are also distracted, focusing their short attention span across a variety of communication channels in a given day (or even in a given minute).

Those of us wearing a physical therapy marketing hat need to reach our audience where they are. And this is where a good multichannel approach comes in. To properly reach your physical therapy audience, you need a solid multichannel approach that doesn’t allow your message to miss your desired audience. To reach an audience that is everywhere, you need to have coverage everywhere.

Here are 5 tips for creating a multichannel physical therapy marketing plan that will work for your clinic. Be in these 5 areas consistently, and your presence won’t be missed.

Make a Visual Statement

By Ben Montgomery

Physical therapy is about people: their goals, their journeys toward better movement, and those who help them to get there. These are stories we cherish as a profession, and they go a long way toward educating people about the power and the value of physical therapy (PT).

But without photos, worthwhile stories about patients and the physical therapists who help them seem impersonal and incomplete, especially since the story is about physical movement!

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