How Patients Look For Physical Therapists, 2011 and Beyond
For something that barely existed 15 years ago, the internet and accompanying mobile technology has had a profound and pervasive influence on our entire society.
Perhaps the biggest change is in our attitudes. We are no longer patient. We do not tolerate the interruptions we readily accepted just a few years ago. We want what we want – NOW.
So, it comes as no particular surprise that this expectation of instant gratification would be present when patients are looking for physical therapy services as well.
As private practice owners, we’ve seen the decline in the effectiveness of solid physical therapy marketing tools like the yellow pages and other print advertising.
We know that patient behavior is changing. We know we need to do something different.
But with so many alternatives, yellow page reps at our door, SEO companies on the phone and social media offers in our inboxes – where do we start?
How are potential patients using online and offline media to inform themselves and choose a physical therapist?
Thanks to a recent study by TMP Directional Marketing and 15Miles, we have some answers:
Fact – Most people (70%) prefer to use online methods when gathering information about local businesses and choose offline sources only when online information is unavailable or incomplete.
When potential patients find complete and accurate information about your physical therapy practice online, they’re unlikely to seek more information elsewhere (where your competitors might be.)
Fact – Though people use the internet to investigate products and services, they still prefer (in fact, expect) to purchase within 15 miles of their home or place of employment.
Despite the competition of big name practices in larger communities, your local physical therapy practice still has a big advantage – you’re where your patients want to be seen. And many people have grown tired of slick national operations and would rather work with someone local.
Fact – Search engines such as Google, Yahoo! and Bing and their local search tools still dominate local search with 60% of the market share despite growth in other media.
If your PT practice is well positioned in organic search engine results and local listings for key search terms, the majority of potential patients will find you and many will be open to learning about your practice.
Search Engine Visibility is the key to opening the door to new patients in your Physical Therapy practice.
Fact – Many people (45%) do not have a specific business in mind when they make their inquiry.
This gives you a great opportunity to put your physical therapy practice in front of them and make a great first impression.
Fact – Most local searchers will follow their search with action. They’re most likely to pick up the phone (38%) or walk in to a business (36%).
Potential patients aren’t “just shopping ” for physical therapy. They’re in pain (usually) and they want to get better (now). Having a web site that accurately represents your PT practice including easy access to details like your telephone number, location(s) and directions can help local searchers feel welcome in your practice before they even meet you.
And it’s not uncommon for these patients to choose you instead of a poorly positioned competitor even if the prescription in their hand reads “Competitor PT” instead of you, since more and more people judge a practice by it’s website before they commit to walking in the door.
Implications for Physical Therapy Marketing Efforts
Successful physical therapy marketing isn’t as complicated as it may seem.
To grab the majority of potential patients you just need to:
1. Have a physical therapy website that accurately and easily provides relevant information to your potential patients.
2. Be well positioned in search engine results
3. Answer your phone.
4. Open your door.
Simple.
Take Good Care.
Do Great Work.
Have a Wonderful Day!
Melissa
P.S. I’ve put together a video that shows you how to add your website to an integrated marketing strategy for you practice.
Tags: inquiry, online, Search Engine Visibility
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