Recently, I attended a business workshop with the APA in Victoria focused on digital marketing.
As experts shared their insights, I wanted to add my perspective on what physiotherapy practices should consider when approaching digital marketing in 2024.
In this video, I’ll walk you through some of the key takeaways.
There is also a detailed pseudo-transcript below which I used my newest AI assistant Claude AI to put together.
Marketing Your Practice: Be your own Media Company
Nowadays, it’s crucial to view your physiotherapy practice not just as a healthcare provider, but also as a media company.
This concept, often emphasised by social media influencers like Alex Hormozi, suggests that every business needs its own “micro media company” to drive engagement and growth.
If you want to grow your physio business, this article promises to be very helpful.
Marketing: The Three Types of Media
Digital marketing involves three main types of media:
Owned Media
These are assets you control entirely, such as your website, email list, and podcast subscribers.
You have full ownership and access to these platforms.
Earned Media
This includes content others produce about you, like reviews and testimonials.
It’s important to be aware of AHPRA guidelines when using these in your marketing.
Paid Media
This encompasses advertising you pay for, including Google Ads, Facebook Ads, and even physical signage.
Leveraging Social Media Marketing
While it’s beneficial to have a presence across multiple platforms.
It’s more effective to focus on mastering one channel at a time.
For most physiotherapy clinics, Instagram or Facebook are likely the best starting points due to their visual nature and demographic reach.
The Importance of Consistency
Ensure that your messaging and branding are consistent across all platforms, especially between your social media and your website.
Your website often serves as the final touchpoint for booking appointments, so it should reflect the same professionalism and content quality as your social media presence.
Balancing Content Types
Combine short-form content on social media with longer, more detailed content on your website.
This strategy can drive traffic to your owned media and increase conversions.
Know Your Target Audience
The more specific you can be about your ideal client, the more effective your marketing efforts will be.
Understanding your target demographic is crucial for tailoring your message and choosing the right platforms.
Building Trust and Authority
Remember that effective marketing is about building credibility, trust, and authority over time.
Aim for a 4:1 ratio of value-giving content to promotional content.
This approach helps nurture potential clients through the decision-making process.
Paid Advertising
While organic reach is valuable, paid advertising, especially on platforms like Instagram, can significantly amplify your message.
Consider allocating a budget for paid content to expand your reach.
Measuring Marketing Success
Utilize tools like Google Analytics to track the performance of your owned media, particularly your website.
This data can help you understand user behavior and optimise your marketing strategies.
Continuous Learning
Digital marketing is an evolving field.
Consider investing in continued education, such as my Profits course, which is designed specifically for physiotherapy business owners.
This will help you stay updated on best practices and refine your marketing approach.
By implementing these strategies, you can create a more effective digital marketing presence for your physiotherapy practice, attracting new clients and building stronger relationships with your existing patient base.
