Balance assessments and Fall Prevention planning – a great case study in marketing. Materials that address the problem and offer educational information on diagnosis and treatment work very effectively. These stories, like the one here in the Globe make great content for FB and website blogs, but the real impact on the practice comes from targeted direct mail, physician letters, and other strategic marketing activities. The typical consumer has no idea this problem is treated by specialized PT. An ROI is possible even on very small budgets. A recent campaign out west spent less than $850 and activated 6 new patients within the first 30 days. You need the right content to pull this off – we know, as we have done this over and over. Other ailment topics work as well.

Another point of interest in this example: In addition to the 6 new patients this client had 49 people request information from the website. This is significant for 2 reasons: 1) it is important to understand the total impact of a marketing campaign not just the immediate response from those that pick up the phone and call. (there is a high probability that many of those who have requested the info from the site will call later to book as new patients or pass the info along to friends or family that may benefit) 2) it is important to use tracking devices in your marketing so you know what your response rate is from both phone calls, web traffic and web requests.

At any given time, an estimated 6.2 million Americans report a chronic problem of balance, dizziness or both, according to federal data. The problem tends to increase with age, and with the aging population, specialists say the… read more