You’re probably used to doing things the way you’ve done them before. It’s hard to take on new direction and take a chance, understandably so. Taking risks in marketing, however, can be pretty safe, and when you come across something that can take your practice to the next level, then it’s like hitting the jackpot!
When I’m in the process of marketing, I like to encourage myself to think and operate like a promoter. I don’t mean a promoter of physical therapy exactly, but more like an entertainment promoter whose goal is to reach out to and connect with a large audience. I think about what promoters do to grab my attention, and similarly, how can I utilize this for my benefit in physical therapy marketing?
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Movies that are expected to be big hits don’t advertise their services after hitting the big screen – they do it well ahead of time instead. And there’s a reason for that. Promotion comes in handy when you’re trying to get the word out there of a product or service. When the blockbuster movie finally hits the theater, you have already probably heard all about it through commercials, pre-release interviews, trailers, and more. The same can be applied to your practice or program. Stay one step ahead of the game and build the enthusiasm and excitement before its release.
Just getting a ticket to a popular concert or local event is enough to get anybody excited. That’s because since there’s a limited number of tickets available, you want to be sure you can get yours before the event gets sold out. The same can apply to your physical therapy practice. The concept of scarcity or exclusivity is important when promoting your physical therapy services, especially when you consider that you only have certain slots for appointments available per day and a certain number of classes that can be given per week.
Physical therapists are typically known to be humble with their quality of care and patient-focused activities. However, when the topic turns to promoting our services, stepping up the game a little bit works in our favor. It’s okay to be loud, bold and outspoken as you promote your value and the benefits your practice provides. Be confident and professional when speaking about your services, and everything else will fall into place naturally.
We can learn a great deal from promoters in the entertainment industry and other arenas, and it would probably help us to pay attention. Think like a promoter and see how your physical therapy market responds – you may just be pleasantly surprised.