Facebook Posting Proficiency


To maximize the value of your next post, run your content through these 6 questions.

By Larry Briand, PT, MS, ATC, and Mark Nelson*

1. Does your post include a call to action?

  • Think of how many apps you have downloaded or purchases you have made because of a creative call to action on a Facebook post.
  • Remember the goal of a call to action is to direct your visitor to a desired course of action: to call you, sign up for a newsletter, visit your practice, etc.
  • Ask a question. Propose a poll. Host a contest.
  • Make bold statements:
  • Did you know you were doing this wrong? (with a photo showing an example)
  • Complimentary offer for this week only!
  • The running program starts soon! Sign up for our newsletter to be at the front of the line!
  • Start feeling better today.
  • Discover an effective way to feel better using this simple, quick technique.
  • What pain is just the worst!

Know Thy Audience


Connecting with the 2020 health care consumer.

By Ben Montgomery, Marketing Manager, BuildPT.com*

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:

Social Media in Private Practice


Get customers to know you, like you, and trust you before they step through the door.

By Stephanie A. Weyrauch, PT, DPT, MSCI

Creating your brand as a private practice is important in growing your customer base and clinic. Commonly, we do this by visiting physicians, advertising, hosting community events, and encouraging our customers to tell their friends about us. No matter the method, the goal is to engage current and previous customers and attract new customers to the clinic. Use of social media is one way to do this, and its use as a tool to reach potential customers has become a popular form of health care marketing. Since 2005, social media use in the United States has increased from 8 percent to greater than 72 percent. Currently, 70 percent of US health care organizations utilize social media to reach patients.1

How to Integrate Social Media into Your Marketing Plan


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.

Our Patients, Our Advocates


The power of sharing our stories.

By Michelle Collie, PT, DPT, MS, OCS

The Merriam-Webster dictionary defines advocacy as “the act or process of supporting a cause or proposal.” An advocate is a champion, a proponent, a supporter, a friend, a true believer. We teach, we coach, and we instruct other physical therapists, employees, and our students in the importance of advocating for our profession. However, there is a fine line between advocacy and marketing, and the health care consumer certainly understands this when representatives from a physical therapy practice attempt to advocate for their services.

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