Most private practice owners marketing physical therapy are in business to be their own boss. While some private practice owners struggle to get new patients, others are constantly growing their practice on physical therapy business despite an uncertain economy. The following distinctions will help you understand the three key differences between the moderately successful and the extremely successful private practice.
A tactic on the other hand, is a solitary method or technique that helps you achieve an immediate, short-term gain. For example, your front desk person can call patients to remind them about their upcoming appointments, in an effort to minimize cancellation rates.
Tactics are small but important components in the overall strategy and marketing calendar. In my experience, a majority of private practice owners are tactical in nature and a few are strategic in nature.
However, a rare breed of private practice owners, less than 2%, possess the rare combination of tactical and strategic capabilities. This is the ability to see the forest and recognized the trees at the same time. This brings me to the second distinction…
This also allows you to put yourself in front of a significant number of people who may or may not need a physical therapy at the moment, but will keep you in mind for physical therapy at some point in the future. Most tactical private practice owners are only interested in referral generation but the A-players look to build relationships and establish credibility as a pre-requisite to referral generation.
They go the extra mile to build that relationship by creating and distributing high quality material. The advantage of distributing material like this is that you have complete control over the content provided to the prospect or referral source, and the power to create loyalty. With high quality, validated information, the recipients feel a sense of reciprocity. It sets the stage for you to ask for something, i.e. the referral. This information can pre-condition the reader to trust you and your practice and gives them insights that they never had before.
Readers become more conducive to your practice and everything you have to offer. This requires that you, as a practice owner, be more knowledgeable than any of your competitors. All your competitors will be focused on getting referrals, which will pave the way for you to focus on relationship building with an education-based marketing.