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Therapy Marketing Tips Part 1: Blogging and More

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Jessica Shaw

You don’t have to be a marketing expert to enhance patient engagement and attract new leads. Appealing to your audience is easier than you think, especially if you are adequately equipped to develop buyer personas and implement a targeting strategy that aims to touch every step of your patient’s journey (registration - verification - visit - payment - outcomes). To help get you started, we have created a #rtblogseries for building your brand more effectively as well as optimizing conversions through blog and email marketing. Continue reading part 1 to learn more!

Blogging For Therapy

Starting a blog is a great way to let your audience (current and potential customers) get to know you, build trust as well as engage with your practice! Blogging is also one of the best ways to drive traffic to your website. Here are three things that you should remember: 

  • Establish Your Brand’s Story
  • Provide Value In Your Posts
  • Empower Education AND Engagement 

In addition, blogging expands your content across various platforms. For example, one blog can link to other blogs or website pages as well as include infographics, promote social media and highlight call-to-actions (CTAs) that direct visitors to landing pages with contact forms. 

Branding - Know Yourself 

Branding begins with knowing who you are, what you do and why you do it, but what’s most important is ensuring your blog content highlights your organization’s values as well as emphasizes the purpose of your practice’s mission or just cause. In fact, a great way to communicate effectively and consistently is developing a quick writing guide that contains standards such as brand identity, style or tone. 

Know Your Audience

In order to understand your audience, you should measure both qualitative (non-numerical) and quantitative (numerical) data so that you can properly build buyer personas. These groups or specific characters, whether they are categorized demographically or via other variables, will help you facilitate content that caters directly to them and propel targeted engagement. 

For qualitative data, engagement campaigns that feature surveys such as NPS or TVS (therapy value score) are a great way to monitor satisfaction rates and track outcome trends.  You can also send clinical questionnaires or patient forms that can be helpful in navigating customer interests and generating new content ideas. Check out this webpage and translate some examples that you think might speak to your needs. 

On the other hand, quantitative data can be pulled from a number of places, but if your practice wants to leverage seamless automation and interactive reporting, you should explore the capabilities of business intelligence (BI) and analytics. With BI, you can streamline operations and optimize your outreach - click here to learn more about the benefits of business intelligence tools for marketing. However, if you don’t have BI, fear not! Google, social media platforms like Facebook or Instagram, programs such as Moz’s keyword search tool and potentially even your own website also allow you to collect measurable data. 

Know Your Value

Once you have developed a better understanding of who you’re speaking to and what they need, the final step is to deliver value to them through posts that not only attract attention but also educate your audience. For example, if you are a physical therapy practice that has a light-hearted or playful tone and you find out that your audience or even a specific buyer persona tends to love dogs -  you could write a blog post about the uses for therapy animals. Not only would such a post spark their interest and be enjoyable to read, but it would enable them to read more of your content as well as push more traffic to your website. 

Additionally, you should provide value in the form of external information, with at least 2-3 links in every blog. These helpful resources will encourage your audience to learn more as well as increase your SEO (Search engine optimization - popularity rank within search engines such as Google that allow more users to find you). Click here to discover more website optimization tactics or explore the power of social media for small practices and stay tuned for part 2 of our Therapy Marketing Tips #rtblogseries.

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