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IMPORTANT:  Under Construction.  Many links may be broken.

 

Table of Contents

• Balance features with benefits!
• Advertisement channels
• Direct Mailings
• Ideal Timeline
• Key to success!
• Big Mistake Made by Most Beginners!
• Resource Links

 

 

 

 

 

Balance Features with benefits in every ad you design.

When you want to attract customers [yes I said "customers" instead of patients because that is what you want to do is make your referral sources as well as patients your customers] you must answer the question they have in their mind of,

"Why should I do business with this person?"

The best way to accomplish this is by talking to their heart. "Benefits" talk to the heart, whereas, "features" talk to the mind. For example,

• "Be free from pain!" is a benefit and it talks to the heart.
• "We accept PPO's, Medicare, Worker's comp..." are features and it talks to the mind.

Both are important but you must strike a good balance.  Most PT's in private practice don't! I don't understand it, even in a highly competitive region such as Orange County California the advertisements are so poorly designed.  See what I mean here.

 

It doesn't surprise me that most all PT private practice ads look the same because what do most do...When they want to design and place an ad what do they do?...They look at the other ads currently out there at the time and what?...copy it!  So you have a bunch of ads all looking the same!

 

This is where you can make a difference.  Follow this course instruction and you truly will stand out from the crowd! See what I mean here!

 

 

 

 

 

 

 

 

 

 

 

Pre-Opening Advertisement Channels

1. Yellow Pages
This is the most popular form of advertising for most physical therapy private practices.  Depending on the size of the ad it can cost as much as $1000 per month.  Make sure to contact independent phone book companies in addition to your main phone company.  Some areas have as much as four different phonebooks! If you are going to spend that kind of money on an ad make sure it is designed to be appealing.  Refer to "The Six Features of Graphic Design that Sell!". and do NOT try and communicate more than one or two niche services.

Make sure to ask for specials and discounts when talking to the advertising representative of the phonebooks.  They always offer specials! Also, get in early! If you miss the deadline for the next years book you'll have to wait a whole year, but all that means is that you'll have to do more direct mailings, etc.

2. Local Newspaper
Write an informative or educational article about your specialty or suggest an interview and submit it to your local newspaper with the grand opening invitation. The local newspaper exists to notify the community of local news and services that are of value to the community. They need information to fill their newspapers on a regular basis! They will typically publish it for free!

Use this template when submitting your article and include a copy of your resume, license, facility brochure, business card, etc.

3. Local Merchants
The stores and local businesses that are frequented regularly by the community is a great place to have your newsletter, business, cards, or specials. Be prepared to offer the owner of the store something in exchange for the placement.

4. Coupon Booklets
In some areas coupon booklets are a cheap and effective way to get the word out for your business. These "value-pack" marketing channels have been known to work well.

5. Fax
Simply fax a catchy flyer to all the MD's in your immediate area and you can bet that the front office staff will see it!

6. Direct Mailings
Sending postcards, newsletters, or invitations directly to your potential referral sources as well as the community is a great way to reach thousands of people in your community. It's also a method of choice because people get to view your information at their own time at the privacy of their own home.

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Direct Mailings

One of the most underutilized but most effective ways to more business is direct mailings. Whether you want potential referral sources knowing about you or consumers in the community to seek your services and products, direct mailing of postcards or newsletters is the way to go. 

Steps to a great mailer:

1. Design a mailer such as a postcard, letter, newsletter that displays the 6 features of graphic design that sells.  Design yourself or have a professional service design it for you http://www.callystodesign.com/ (make sure they display the 6 features).
    
2. For community mailings get your mailing list at http://www.infousa.com/ and make sure it is narrowed to your target population. For MD's and business listings of all hospitals, etc. get your lists from the same place or http://www.goleads.com/
    
3. End your graphic file to a printer such as http://www.custompostcardsdirect.com/ they will also mail your pieces for you for a small fee just email them your mailing list database. If you are sending a letter have your letterhead professionally printed by Georgia Allender at AB Graphics 360-567-0885. Tell them IndeFree sent you.
    
4. Send your mailers! The printing company named above handles this service as well.
    
5. Keep a database of all callers and walk-ins and remember to continue contact with them. You are spending a good amount of money getting them to take interest in you. Once they do, don't let them go. Keep them for life!  Later you'll have more customers/patients to sell products to, send special "Family & Friends" promos to, etc.

*Give yourself some time and start early because the mailing steps may take you a little longer on your first time around. After the first, it's as easy as clockwork (which you should do is keep consistent mailers going out like clockwork).

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Ideal Timeline

If you expect to have business coming through your door from day one, you must make the appropriate contact with your potential referral sources and the community (this does not apply to those buying out existing practices).

 

 

1 Year	6 month	3 month	1 month	Week 4, 3, 2	Week 1
Generate a list of all potential referral sources as well as a mailing list of those meeting the demographics of your specialty
Yellow Page Ad or Ads
Newsletter (announcing that you are coming next year)	Newsletter (announce you are coming soon)	Newsletter	Newsletter
Product Postcards	Product Postcards	Product Postcards	Product Postcards
	Newspaper	Newspaper	Newspaper	Newspaper	Newspaper
			Samples & Giveaways	Samples & Giveaways	Samples & Giveaways
		Referral Program Mailer	Referral Program Mailer	Referral Program Mailer	Referral Program Mailer
	Community Postcard	Community Postcard	Community Postcard	Community Postcard	Community Postcard
			Invitations		Reminders

 

 

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Key to Success

Make sure you thoroughly complete steps 1 through 4 or else your advertising dollars will probably go to waste with poor appeal and poor material. 

 

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Big Mistake Made by Most Beginners!

 

Thinking that advertising doesn't pay.

 

Why Is It?...

 

A physical therapist wakes up after sleeping

Under an advertised blanket

On an advertised mattress

And pulls off advertised pajamas

Bathes in an advertised shower

Shaves with an advertised razor

Brushes his teeth with advertised toothpaste

Washes with advertised soap

Puts on advertised clothes

Drinks a cup of advertised coffee

Drives to work In an advertised car

And then—

Refuses to advertise believing it doesn’t pay.

Later if business is poor

He advertises his office furnishings

For sale.

 

Why Is It?

 

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Resource Links

• Learn how to write a winning newsletter package http://www.howtowriteanewsletter.com/ or http://www.marketingprofs.com/preview_dp.asp?file=/Tutorials/adcracker_brief.asp
• Download a two-page template here.
• You can choose to go with a service such as Physical Therapy Report  (call 1.800.323.4995 or go to www.wpicomm.com)  I do recommend doing your own. Great printing prices found at AB Graphics 360-567-0885. Ask for Georgia Allender.       View Sample.

 

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