Shapeshifting Yourself and Your Business with D2E – Myth into Magic!

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How to expand your offerings to include on-site services

By Glenda Key, PT, and Christine McCallum, PT, DPT

In mythology, shapeshifting requires transforming oneself or others through unnatural means. Marketing and delivery of services “Direct to Employers” (D2E) may seem to be an unnatural practice model for you. To keep up with the rate of change in the world, metamorphosis into new business models needs to be a natural transition for those providing physical therapy and wellness services. Initially, the provision of D2E services may seem completely different from the work you are doing in your clinic. However, when it comes down to it, you and your staff are using all the same knowledge and skills you use every day — screening, assessing, educating, consulting, negotiating, motivating, and ensuring safety — just in a different setting for a different customer. Expanding your mindset to include a focus on Total Worker Health®1 and marketing to Employers opens up multiple revenue streams for your practice.

The Art & Science of a Strategic Marketing Plan for Your Physical Therapy Practice


How strategy can increase referrals and save private practice owners’ time

By Julie Wingen, PT, DPT

There is never a dull moment in the life of a practice owner, often alternating between patient care and a very diverse, never-ending list of administrative tasks. Marketing may not always be our favorite task to tackle and can make its way down to the bottom of the to-do list. That is, until the crisis of increased openings in our appointment schedules hits. While many practitioners are well-versed in the science of healthcare, they often lack formal education in the art of sales and marketing.

Marketing to Culturally Diverse Patient Populations in Physical Therapy

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Eight ways to recognize the unique needs and nuances of each group

By Maria “Consie” Aguila, PT, DPT

In the ever-evolving healthcare landscape, physical therapists play a crucial role in enhancing the well-being and mobility of patients across culturally diverse backgrounds. However, physical therapists must implement targeted marketing strategies to serve and attract different patient populations effectively. Recognizing the unique needs, preferences, and cultural nuances of various patient groups present in a multicultural society such as the United States can significantly impact the success of a physical therapy practice. This article will delve into strategies to market to different culturally diverse populations effectively.

How to Mine Your Data to Discover Marketing Gold

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How to Mine Your Data to Discover Marketing Gold

Increase both clarity and your patient base

By Brian Hay, PT, DPT, MS

Marketing in the healthcare setting can be challenging. Physical therapy, in particular, offers such a wide scope of services that it can result in marketing efforts and initiatives that lack the coordination, connection, and clarity of the results owners expect. One way to create clarity in your marketing plan is to mine your marketing data. Mining your marketing data, then syncing that data with your efforts will result in marketing gold, ultimately increasing your patient base. In this article, we will explore how marketing data can result in an increase in the patients you want to see in your clinic.


Patients often find their way to physical therapy through many different avenues. It is important to understand how your consumer base is finding their way to your clinic. Having a clear picture of how patients are finding your clinic will be the first step in being able to identify a return on investment (ROI) on your marketing efforts. I recommend having a strategic way to source this information from your patients. A simple, “How did you hear about ‘[Your Practice Name’]?” question built into an intake can be helpful. Is it through physician recommendations, signage, word of mouth, online or print advertising? Then the key to turning this information into data is to develop a tracking method where the information can be quantified.

Once the information is quantified, it can be used to determine baselines and changes in trends as you implement different marketing strategies. For example, if you invest time and money in creating a blog or podcast will you see an increase in your patients reporting finding you online? If you are investing in local radio or TV commercials, are patients stating they heard about your practice via your advertisement?


Website and SEO

With the rise of online information and the abundance of medical treatment options for patients, physical therapy practices must adapt to digital marketing strategies to generate new patient leads.

Understanding your website analytics is an easy way to see how consumers are responding to the information you have on your website. Using a tool like Google Analytics can help provide insight into site visitors’ trends and behaviors. These key analytics can be helpful in improving your search engine optimization (SEO), making it easy for potential patients to find your business online and adjusting your content based on their actions.

Key Website Analytics

  • User Metrics — Number of website visitors, new or returning. Effective website strategies should show an increase in visitors over time.
  • Top Landing Pages — Provides information on what patients are searching for when they find you and which pages are getting the most traffic.
  • Bounce Rate — The percentage of visitors that visit a page and leave the site. This could be indicative of a technical issue or users not finding relevant information to their search.
  • Average Time on Page — When a user spends more time on a page, that is often an indicator that the user is engaged and interested in the content on the website.

Understanding the meaning of these key digital gold mines and strategically acting on the data is essential to develop, maintain, and grow a website that is engaging, informative, and reflects the look and feel of your practice.

Pay-Per-Click (PPC) Advertising

Tracking engagement and conversions in paid campaigns is the key to maximizing the return on your advertising dollars.

Key Data Points

  • Average Click-Through Rate (CTR) — This is the percentage of people that clicked on your ad divided by the total number of impressions. An increase or decrease in your CTR will help determine if a business should change, pause, or invest more in a particular PPC campaign.
  • Average Cost Per Click (CPC) — The amount that a business is paying for each click on an ad campaign. Understanding your CPC will help you with budgeting. Combined with the action that is taken when the ad is clicked will help you calculate the ROI of your advertisement.
  • Conversion Rate — ((Conversions/Number of Ad Integrations) x 100) — Getting people to your website or finding your ad online is half the battle, getting the person to become an actual patient is second half. Whether you are running a campaign yourself or through an agency, determining how you track a conversion (i.e. someone clicks to “Schedule Appointment” or clicks “Contact Us”, etc.) is essential.


As physical therapists, we must continue to adapt to modern marketing strategies to increase our patient base. By utilizing marketing data, physical therapists can identify their target audiences, create appealing content, utilize SEO, and measure their results to make informed, data-driven decisions. Enjoy your data mining!

Dr. Brian Hay, PT, DPT, MS

Dr. Brian Hay, PT, DPT, MS, has served as Communications Officer and as Regional Director at Highbar with over 20 clinics and growing in RI & MA. Brian has been a practicing PT for 19 years as well as serving as a member of APTA Private Practice Marketing & PR committee for the last 2 years.

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