Strategic Marketing and Public Relations for Today

By Michelle Collie, PT, DPT, MS, OCS

Health care continues to evolve, and despite many people’s concerns I believe the future of private practice physical therapy has the potential to be excellent. However, ongoing research demonstrating the effectiveness and value of physical therapy, providing excellent care, and getting results, are unfortunately not the only drivers for a future of success. Strategic marketing and (public relations) PR must be utilized to ensure that our value and our role in health care is messaged, so our practices and profession can thrive.

The Customer

By Stacy M. Menz, PT, DPT, PCS

This issue of Impact focuses on the customer. In the physical therapy profession, regardless of our practice areas, each patient represents a unique set of needs and circumstances that must be looked at as a whole. Only in this way can we provide true customer service that will keep our customers coming back and prompt word-of-mouth referrals.

Know Thy Audience


Connecting with the 2020 health care consumer.

By Ben Montgomery, Marketing Manager,*

Know thy audience: the first rule of marketing.

Knowledge is power, and to know your audience—to have a firm grasp of exactly who you wish to market your services to in order to grow your base of prospective customers—will truly empower any physical therapy marketing strategy.

But defining your audience takes some work. The process boils down to answering four main questions:

Reach Out!


Step Up Your Community Outreach Efforts.

By Carole Lewis, PT, DPT, GCS, GTC, MPA, MSG, FSOAE, PhD, FAPTA*

“Why do people get total knee replacements?” “Because they have fractured kneecaps.” Or “What is a good exercise for the quadriceps?” “A great exercise for your quads is standing up and bringing your knee up toward your hip.” We know there isn’t a therapist reading this who would give these answers. But I recently attended a presentation sponsored by a nationally known and very well-respected hospital chain in which an exercise physiologist, who works in a cardiac rehab unit, addressed a group of older adults on the topic “A Better Body at Any Age.” The outline was as follows:

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