Be Disruptive

be disruptive

Marketing and the future of physical therapy.

By Sturdy McKee, PT*

For the physical therapist, particularly the private practice physical therapist, the landscape has shifted in recent years. And the pace of change promises to increase.

Marketing Physical Therapy

Marketing Physical Therapy

What does the future hold?

By Michelle Collie, PT, DPT, MS

It’s been almost 15 years since I transitioned into the role of physical therapy practice owner. When I started, my marketing plan consisted of visiting local physician practices, introducing myself, and dropping off a prescription pad and brochure. Sometimes I would bring lunch. I advertised in the yellow pages because that’s where most people looked for local businesses. On a slow week I could visit physician practices to drop off candy, pens, stress balls, or water bottles. Calling former patients to check in maintained a healthy percentage of returning patients.

The Fit Factor

Fit Factor Target

Promoting niche practices.

By Michelle Collie, PT, DPT, MS

Defining and messaging physical therapy has long been a challenge for our profession. The overall understanding of the role and value of physical therapy in an orthopedic practice is improving; however, for the niche clinicians and practices, messaging the role of physical therapy continues to be challenging.

Gold Medal Marketing


Building brand awareness through a community race.

By Kristen Wilson, PT, DPT

Attracting the attention of new clients can be a daunting task for a small private practice, especially when competing with large physical therapy chains, hospital-owned facilities, and physician-owned practices. Marketing efforts are often limited by a tight budget, difficulty isolating a target market, or finding a voice in a saturated area. However, one advantage of the nimble private practitioner is the ability to establish a notable presence in the local community. Whether participating in community lectures, volunteer opportunities, or local events, today’s physical therapy private practice can create a connection with the local consumer by contributing in meaningful ways. One effective way to give back to the local community while building brand awareness for your practice is hosting a community running race.

Step Outside the Clinic Walls to Grow Your Practice

Watering Arrows

Foster strategic alliances and watch your practice flourish.

By Darryl Elliott, PT, and Patti Elliott, SLP/CCC, MS

No man is an island, entire of itself; every man is a piece of the continent, a part of the main. —John Donne

What characterizes a successful private practice? Our argument is that successful private practices are great relationship makers. Connections with patients, referral sources, staff, vendors, insurance companies, and community businesses are just some of the necessary relationships that evolve in great practices. When private practice owners focus on what they can give and what they can get from these relationships, they are creating strategic alliances.

Copyright © 2017, Private Practice Section of the American Physical Therapy Association. All Rights Reserved.