What are the best marketing practices for Australian physiotherapy clinics?

Physiotherapy clinics rely heavily on word-of-mouth referrals, but sometimes, this alone is insufficient to attract new patients.

Clinic owners turn to digital marketing to quickly increase the visibility of their physiotherapy practice and reach their target audience.  The question they have is which digital marketing should we invest in?

In this article, we’ll explore cost-effective advertising options that are targeted, measurable, customisable, and easy to implement so you can effectively promote your clinic and attract more patients.

Types of Physiotherapy Ads

When marketing your physiotherapy practice, it’s important to know the different digital and non-digital ads available. There is no one-size-fits-all approach to creating an effective ad, as each medium has unique advantages and considerations. Some of the options you can choose from include:

1. Print ads: Traditional print advertisements in the local council papers can still effectively reach a local audience.
2. Facebook ads: The targeted advertising options on Facebook can help you reach a specific demographic.  Test with boosting some of your posts.  Remember to have a call to action in your ad!
3. Google Ads: Investing in search engine optimization with Google Ads can increase your visibility in online searches.  When building your campaigns, focus only on four keywords: Modality + Location (pick three surrounding suburbs) and Modality Near Me.
4. Other social media marketing ads: Platforms like Instagram offer advertising options that can help you reach a younger audience.
5. Podcast advertising: Partnering with relevant podcasts can be a great way to reach a niche audience and spread your message.
6. Direct mail advertising: Sending targeted mailers to potential patients can be an effective way to generate leads.
7. Sponsorship: Sponsoring clubs and schools still works.  When you do the sponsorship, ensure you capitalise and offer value to the athletes.
8.  The hustle:  Networking still works!  Set aside time to reach out to your community, GPs, Surgeons, etc…

The choice of medium will depend on your specific goals, target audience, budget, and resources. It’s important to carefully consider which option will give you the best return on investment.

Creating Compelling Physiotherapy Campaigns

When creating your ads or any marketing, it’s important to follow a formula that will resonate with your audience and encourage them to take action.

Here is a top formula to consider:

1. Have a focus for 3-6 months.  What service or message do you want to promote?  Is it proactive health? Or is it pre-operative physiotherapy? Get clear on this message, and for the next six months – that’s all you talk about.
2. Outline the problem you are solving for prospective patients: Clearly communicate the benefits of your campaign message and how it can help address their specific concerns or conditions.
3. Highlight the benefits of attending an appointment at your clinic: Make it personal: who in your clinic specifically will be responsible for seeing these patients?  Emphasise the clinic’s unique advantages and services, such as specific treatments or experienced therapists.
4. Educate the market:  Here’s a thought: is social media the new Google?  Think about it.  How often are you reading and learning new random facts or hacks on Instagram or TikTok?
5. The Ask:  We don’t want to be constantly asking people to book an appointment, but how about asking your audience to tag in a friend who needs this service?  OR, ask if people want a second opinion.  Be subtle.

In addition to following this formula, there are a few key elements to include in your ads:

• A clear and attention-grabbing headline that quickly communicates your message.
• Use casual and relatable language to your audience, avoiding over-technical terms.
• Include a clear call to action, such as “book your appointment today” or “call now for a second opinion.”
• Clearly state your unique selling proposition (USP) to differentiate your clinic from competitors.
• Provide contact details, such as phone number, website, or address, to make it easy for potential patients to get in touch.

Measuring the Success of Your Marketing Efforts

It’s important to track and measure the success of your marketing campaigns to ensure you are getting a return on your investment.

Fortunately, there are tools available that can help you gather data and insights about the performance of your ads. Here are a few metrics to consider:

• Ad clicks: Measure how often your ads were clicked on to gauge their effectiveness in generating interest.  Benchmark this against your last few months of ads, and always aim to beat this.  We do this through testing the messaging and testing demographics.
• Impressions: Track the number of times your ads were displayed to estimate their reach and visibility.
• Conversion rate: Determine the percentage of people who took the desired action, such as booking an appointment or contacting your clinic, after seeing your ad.
• Return on investment (ROI): Calculate the financial return you received from your marketing efforts compared to the cost of running the ads.
• Split testing: As mentioned above, test different versions of your ads to see which ones perform better and generate higher engagement or conversions.

Analysing these metrics allows you to make data-driven decisions and optimize your marketing strategies for better results.

Conclusion

Investing in advertisements can be a powerful way to increase the visibility of your physiotherapy clinic and attract more patients.

By choosing a suitable medium, following a compelling campaign formula, and tracking the success of your marketing efforts, you can effectively promote your clinic and stand out in a competitive market.

Remember also to leverage the power of online reviews and testimonials to establish your authority and build trust with potential patients.

With the right marketing practices, you can achieve your goals and grow your physiotherapy clinic’s presence.

Local Health Marketing is here to assist you in making these impactful marketing decisions and optimizing your clinic’s digital presence, so contact us today to begin enhancing your physiotherapy practice.