Few marketing conversations these days are complete without a discussion about website traffic and search engine optimization (SEO). This is for good reason.
Rehab therapists, like nearly all other marketing professionals, are increasingly investing higher dollars toward digital marketing channels while sharing a common, transcending goal: to drive digital traffic to their websites and online brands.
Marketing is about being found, after all, ensuring your brand shows up when people need you. And, a good digital marketing strategy helps make this happen.
So, let’s assume that your digital marketing efforts are successful, that you’re showing up high on pertinent local search results, and people are clicking through to your website and online directory listings. Success, right?
Well, not necessarily.
Be Bold to Build Credibility
When people connect to your website, that doesn’t mean they found what they came for.
Yes, it’s great that your contact info stands out and your services are featured with prominent calls to action, but this likely also describes the websites of your fellow page-one competitors. What is going to set you apart?
From a marketing perspective—and from a human perspective—building credibility is not something physical therapists, occupational therapists or speech-language pathologists can accomplish overnight.
However, ensuring your online presence has the proper foundation on which to build forthcoming credibility will enhance your company’s ability to communicate your message effectively. In order to demonstrate your credibility, consider including the following items as part of your website and/or your digital directories (i.e., your Google Business Profile):
If there’s ever a statistic that proves the need to develop online credibility, it’s this: nearly three in four consumers check online reviews before scheduling with a new healthcare provider.1 So, actively encouraging happy patients to leave positive online reviews on Google, Facebook, Yelp, etc., can be one of the most impactful things you do as far as online credibility is concerned.
Speaking of reviews, it’s not uncommon for credible health professionals like physical, occupational and speech therapists to feature a web page full of testimonials. This strategy is successful, but you can be more effective by featuring some of your favorites right on the home page, perhaps in a slider with photos of the clients, which can draw greater engagement.
An Active Blog
One of the best ways to establish credibility is by sharing your expertise. A blog allows you to share tips and ideas regarding injury prevention, recovery, performance/life enhancement, etc. Relate these tips to activities that are important to your typical client, and prominently feature your most recent posts on your home page.
Relevant Data and Statistics
Does your clinic track patient outcomes data? Does this data tell a meaningful story about your team’s success rate or show that you excel in a specific treatment area (i.e., sports injury, geriatric rehabilitation, etc.)? If so, don’t keep this to yourself. Share your success – with statistics, if possible – on your homepage as well as within your directory listings.
In the News
Sharing a piece of your professional self is one thing; it’s an even higher level of credibility when someone in your local media objectively positions you as an expert in your field. So any time you are acknowledged in your local news, whether a newspaper article, a radio interview or a TV segment, display this on your home page—with links.
Community Efforts and Partners
It’s said that “It takes a village,” and often this applies to operating a successful private practice. If you work with a local cycling and/or running club, sponsor a fundraiser, or provide services and support at area schools or senior centers., make sure this is reflected on your website.
Do you host community talks or workshops? Does your clinic offer health or fitness classes, or host other medical professionals (i.e., nutritionists, experts in caregiving, etc.) in-house? Keep your calendar of events prominent as a way of demonstrating your clinic is not only there to help individual clients but also the community at large.
5 Reasons Patient Engagement Marketing is Critical to Your Rehab Therapy Business Strategy
Improve patient acquisition and retention!
1 xtelligent Healthcare Media, “72% of Patients View Online Reviews When Selecting a New Provider,” Feb. 9, 2022