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!
Develop a strategy as to when, why, and how to use your content best.
By Michelle Collie, PT, DPT, MS, OCS
Relatively speaking, most of us are newbies when it comes to how to integrate social media into a marketing plan. Social media is a new means to communicate and engage, and it’s a medium that continues to change and evolve. Foolproof evidence on the effectiveness, benchmarks, and return on investment (ROI) of marketing efforts on social media for a physical therapy practice are yet to exist. But effective planning, resources, and expert opinions allow us to strategically consider the whens, whys, and hows of utilizing social media in our marketing, rather than relying on the “Throw everything at the wall and see if it sticks” approach.
How physical therapists can thrive in tomorrow’s market.
By Brett Roberts, PT, DPT
“Your economic security does not lie in your job; it lies in your own power to produce—to think, to learn, to create, to adapt…”1 —Stephen Covey
Our profession is in need of a change in focus. Specifically, the focus of our professional training, which has been too clinically based, much to our unintended detriment. Unless we recreate our profession to include understanding of the economics of health care and best business practices, we run the risk of becoming obsolete in the ever-changing health care market. As patient responsibility for health care decisions increases, our ability to accurately discuss our value in that system will provide us with the economic security that Covey mentions.
Social media can be a powerful tool for getting new patients, keeping in touch with old ones,
and increasing overall market value.
By Michael Lau, SPT, CSCS; Craig Lindell, SPT, CSCS; and Arash Maghsoodi, SPT, CSCS*
Have you been told that social media is vital to your practice, but don’t know where to start? Does your practice need to expand its reach to get new patients and clients? Are you interested in promoting your brand online, but unsure how to go about it?
If you answered yes to any or all of these questions, you’re not alone. The game has changed; the times of relying solely on physician referrals are long gone, and savvy private practice owners have begun seeking additional patient streams like social media.
Educate the public and build the credibility of not just your practice but physical therapists everywhere.
By Sturdy McKee, PT, MPT, CEO*
“Action may not always bring happiness, but there is no happiness without action.” —William James
It is crucial for private practice owners to get the word out in order to help more people. Historically, we have been very passive in this regard, relying largely on physicians and other health care providers to tell people about us and direct patients to us. Advertising directly to consumers was considered arduous and expensive. But that is definitely no longer the case. Odds are that you are holding in your hand, or in your purse or pocket, a tool that has the potential to reach millions of people, virtually anywhere you choose.