June 1, 2020 | Net Health

3 min read

Why Content is King for Rehab Therapists

In the COVID-19 era, physical and occupational therapists and speech-language pathologists need a way to stay connected with their patients and communities. Many of you want your clients and community to know that you are offering telehealth services and that treatment is still available.

There’s just one problem. Rehab therapists are not writers and communicators by trade. Unless you have a marketing background, you probably need help determining how and what to communicate.

Most of you have websites, but if you don’t, you need to get one. They are easy and inexpensive to build. Your website should be your home base for communications. Your patients will be googling your business to check your site for announcements and updates, and you’ll want to be sure they know about your telehealth services.

With a website as your foundation for communication, you have a place to post different types of content that can be used to provide updates, promote your business, demonstrate your expertise and drive business.

Here are the types of content, lead generation and search engine optimization (SEO) activities you may want to consider:

  • Emails – Communicate with your existing patients using email announcements with links back to your website for more information.
  • Press releases and media outreach – Announce your telehealth and other virtual therapy services by writing a press release, then sharing it with local media outlets. Kinetix Advanced PT clinic in California received a call from a reporter from a local ABC news station within a day of sending a release. Learn more about the coverage they received.
  • Social media – Social media is a great tool to keep your clients updated on your business, distribute your content, connect with your patient community, and build your brand’s presence. It’s also a great channel from which to share timely information about your clinic related to COVID-19.
  • Blogs – Posting blog content helps you earn credibility and trust with future clients and throughout your community. It also boosts your organic listings on search engines. You can use your blog as a base from which to share information through other channels – information that helps and educates your audience while ultimately demonstrating your expertise.
  • Value content – Value content provides useful information and data that is more in-depth than a blog. It is valuable enough to people that they are willing to give you their contact information in exchange for access, thus generating a potential sales lead. Types of value content include webinars, ebooks, white papers and special offers. You generate leads by promoting this content, then “gating” final access behind a form that people must first fill out. You can also promote this content with email campaigns.
  • Paid advertising – Paid digital advertising can serve as a lead generation tactic that reaches and engages with your prospects online. After you’ve built your content, paid advertising is the vehicle to get your hard work and industry knowledge into the hands of people who would most benefit from it. Types of paid advertising include pay-per-click (PPC) ads on Google, social media campaigns and ads, and banner ads.

If you’re just starting out or new to marketing communications, it can feel overwhelming. Not to worry.

While a comprehensive, integrated communications strategy encompassing multiple types of content can help drive business, keep it simple by taking one step. Whether it’s starting a blog site or writing a press release about your telehealth services, this first step can make all the difference for your business.

Good News!

Net Health Digital Marketing Solutions (DMS) is now offering DMS for Telehealth to rehab therapists. This simple solution is designed to help you get the word out about your telehealth services via a variety of channels, including blog posts, press releases, social media posts, email newsletters, and print flyers.  Learn more.

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