How to Market and Grow a Vestibular & Physical Therapy Clinic 

In Vestibular First’s January 2024 Journal Club, Dr. Karen Litzy shares her insights into marketing strategies for physical therapy clinics, including digital marketing for clinics like vestibular practices. Dr. Litzy’s tips for marketing for physical therapists and vestibular clinicians will help you build your brand, measure your success, and grow your business.



Note: this video transcript was enhanced for readability by artificial intelligence.


Helena: Welcome everyone to our Journal Club for January 2024. Happy New Year. We have with us a really fantastic guest, Karen Litzy, a doctor and brilliant physical therapist. We’re so happy to have her. Karen, could you introduce yourself a bit more?


Dr. Litzy: Thank you so much, Helena. It’s a pleasure to join you and your great community for this month’s journal club. My name is Karen Litzy, and I am a physical therapist and the owner of Karen Litzy Physical Therapy, a concierge, cash-based practice located in New York City. I’m also the host of the Healthy, Wealthy and Smart podcast and lead a small mentoring group called the Strictly Business Blueprint. I’m excited to talk about a topic I love—how to establish, grow, and market your practice, specifically focusing on vestibular practices today.


Overview of Today’s Topic


If it’s okay with you, let’s get going. I found a great little picture on Canva of the vestibular system. It’s not perfect, but it’s a good start for our discussion. Today, I want to provide a 20,000-foot view of managing a vestibular practice. I’ll be available for questions throughout, and you can always contact me via email, my website, or direct message on social media. Please, don’t be shy; I’m here to help.





The Importance of Branding in Physical Therapy


Let’s talk about the importance of your brand. In my view, understanding your brand is crucial for creating a successful and lasting business. If you already own a practice or are a physical therapist, it’s essential to consider the specific equipment needed for a vestibular wing. Remember, as a professional in this field, you are already an expert in musculoskeletal health, which puts you ahead of most of the general population. Today, we’re focusing on elevating that expertise specifically in vestibular therapy.


Defining Your Brand


Your brand is your voice, especially if you’re a solopreneur. For those owning a clinic, whether it’s a single site or multiple locations, your brand shapes your clinic’s identity. It’s vital that everyone in your clinic understands and believes in this brand. So, who are you? What makes your clinic unique? What makes you stand out from the competition? These are critical questions that define your brand. Remember, your brand is not the same as your reputation—these are two distinct concepts.


Differentiating Brand from Reputation


A lot of people confuse brand with reputation, but they’re not the same. Your brand is crafted by you to market to and reach your community and customers. In contrast, your reputation is what others perceive and attribute to you. It’s important to understand this distinction because knowing your brand lets you control the narrative around your business, instead of someone else shaping it for you.


Finding and Emphasizing Your Unique Voice


Remember, your voice is unique, and there’s definitely someone in your community who needs to hear it. Always aim to help at least one person. This mindset will guide you in making meaningful connections and impacting lives.


Helena: I have a quick question about uniqueness. What exactly does that entail? Is it just about my qualifications, or does it also involve how I connect with specific community members, like those who are homebound or belong to the geriatric or neurologic populations?


Exploring Uniqueness in Business


Dr. Litzy: Uniqueness can encompass many things. For instance, my unique selling point has been my home visit service, which allows patients to receive care without leaving their work or home. This aspect has been incredibly valued by patients like a fintech executive who couldn’t spare the time to visit a clinic. Also, consider technological uniqueness, like using vestibular goggles, or service uniqueness, such as spending more time with patients or creating a fun clinic atmosphere. Your uniqueness could also stem from strong community partnerships or your online presence through a robust website and active social media.


Helena: And that uniqueness helps attract the right people to your practice, right?


Dr. Litzy: Exactly. It’s about attracting those who will benefit most from what you offer. Your brand helps you connect with these individuals, ensuring that when they choose your service, they are exactly the kind of patients you are equipped to help.


The Importance of Branding in Attracting the Right Team and Reducing Burnout


Your brand is critical not only in marketing but also in the hiring process. A strong, well-defined brand attracts the right employees who share your values and vision. This alignment can reduce burnout, which is significant in healthcare. Over 30,000 physical therapists have left the profession recently, highlighting the importance of a supportive work environment.


Building Trust and Credibility Through Branding


Differentiation from your colleagues, trust, and credibility are key outcomes of a strong brand. People are more likely to engage with and purchase from those they trust and like. With the right brand, you can convey trust and credibility, control the narrative about your company, and prevent others from imposing false narratives.


Breaking Down Branding Into Manageable Elements


Branding is a complex field of study, but we can simplify it into essential elements: purpose, personality, and impact. Let’s start by discussing your purpose, which is expressed through your mission statement. We’ll also look at vision and values, which are crucial but we’ll discuss later.


Understanding the Mission Statement


A mission statement reflects what your company offers right now, not in the past or the future. It should clearly state who your primary market is—in this case, individuals with vestibular issues—and how you differentiate from competitors. It’s about understanding why your physical therapy clinic exists and answering these tough questions thoroughly. Large companies invest significantly in crafting these statements, often involving extensive interviews with employees to gain diverse insights. Whether you’re a team of one or thirty, engaging with your colleagues in this discussion is crucial.


The Importance of Crafting a Detailed Mission Statement


Crafting a mission statement takes time and should be revisited often. I went through numerous drafts myself. This process is vital because it clarifies who you are as a business and whom you’re serving. A clear mission statement informs the public about what your company does, the customers you serve, and the value you currently add to the marketplace.


Mission Statements in Action


Your mission statement is about the present—what are you doing now to address the needs of your community? This clarity helps not only in aligning your business strategies but also in ensuring you’re effectively solving the problems faced by those you serve.


Personal Branding for Individual Professionals


Even if you don’t own a practice, this concept applies to personal branding. Replace ‘company’ with ‘me’ and consider what you personally offer. Every professional has a brand, and understanding this can significantly impact your career trajectory.


Introduction to Vision Statements


Moving on to vision statements, which project where you want your company to be in the future—say, in five, ten, or fifteen years. This is about setting a high, aspirational goal for your business. It’s less about immediate practicalities and more about motivating your team and setting a direction that attracts both employees and customers.


The Aspirational Nature of Vision Statements


Your vision statement should be ambitious and serve as a morale booster within your company. It’s not about modest hopes like merely staying open or slightly increasing client numbers. Instead, think big and aspirational. For example, envision transformative goals that position your clinic as a leader in your field.


Applying Mission and Vision Statements to Business Decisions


Helena: It sounds like the mission and vision serve as guiding forces. If I’m considering adding something new to my practice, like dry needling, I should evaluate whether it aligns with my mission and vision, right? For instance, if dry needling helps with neck issues related to dizziness, it fits my goal of reducing dizziness and imbalance. However, if it attracts a demographic that doesn’t align with my focus on geriatrics, then perhaps it isn’t the right fit.


Dr. Litzy: Exactly, Helena. Every business decision should refer back to your mission, vision, and values. Whether it’s a new partnership or a new service, you need to ask if it aligns with these foundational elements. If it does, proceed; if not, it’s okay to pass on the opportunity. Keep these statements at the forefront of your decision-making process, and revisit them regularly to ensure they still represent your goals.


The Dynamic Nature of Mission and Vision Statements


It’s also important to recognize that your mission and vision can evolve. As your personal and professional circumstances change, so might your values and goals. These documents are living, breathing entities, not set in stone. It’s entirely acceptable—and advisable—to update them as you and your business grow and change.


The Role of a Vision Statement


A vision statement lays the groundwork for future planning. It’s not just about current operations but about inspiring potential growth and attracting the right people—employees, contractors, and partners—who are aligned with your future goals.


Examples of Mission and Vision Statements from Major Companies


Let’s look at examples from well-known companies to illustrate these points. Consider LinkedIn: their mission is “to connect the world’s professionals to make them more productive and successful,” which addresses immediate, actionable goals. Their vision, however, is “to create economic opportunity for every member of the global workforce”—a far-reaching and aspirational goal that builds on their mission.


Exploring Nike’s Mission and Vision Statements


Let’s examine Nike, a familiar giant. Their mission is to “bring inspiration and innovation to every athlete in the world.” Nike defines an athlete as anyone with a body, encapsulating their inclusive approach. By all accounts, they are achieving this mission. Their vision extends this idea: “We see a world where everybody is an athlete, united in the joy of movement, driven by our passion for sport and our instinct for innovation.” They aim to make sport a daily habit, a much broader and aspirational goal than their current mission.


The Boldness of Vision Statements


This example illustrates the boldness required in vision statements. It’s about thinking big, even if the goals seem unattainable. Large companies like Nike set expansive visions that might sound unrealistic, but they guide the company towards significant achievements. Your vision should be a stretch—it’s meant to inspire and drive your company forward.


Understanding Your Brand’s Personality


Moving on to defining your company’s personality, this is crucial for aligning your brand with your target audience. I challenge you to answer several questions that will help you pinpoint this.


Question 1: Company Character


What is your company’s character? Are you fun, serious, innovative, trustworthy? How do you, your employees, and your customers perceive your company’s environment? This understanding is critical as it directly influences how clients interact with your business.


Question 2: External Perceptions

How do others perceive your traits? Asking friends, family, and patients for their honest opinions can provide valuable insights into how your brand is viewed externally.


Question 3: Uniqueness

We’ve touched on this before, but it’s worth revisiting: What makes your brand unique? This could relate to the services you offer, the technology you use, or the atmosphere you create. Identifying what sets you apart is essential for carving out a niche in your market.


Discussing Brand Impact


Finally, let’s talk about the impact of your brand. How do you measure the influence your brand has in your community and industry? This can be assessed through direct feedback like reviews, awards, and recognitions. For example, I recently advised a podiatrist in Canada who had forgotten she won an award for Best Podiatry Clinic. Remembering and promoting such achievements is vital—they underscore your credibility and success.






Measuring Brand Impact in Clinical Practice


Measuring your brand’s impact can encompass various elements—patient reviews, awards, patient outcomes, and achieving specific goals are fundamental metrics. Here’s how each one plays a role:


Patient Reviews and Net Promoter Score


Collect feedback using the Net Promoter Score, where patients rate their experience on a scale from one to ten. Aim for scores above eight to identify your strongest advocates. Address any negative feedback proactively, especially scores below six, to understand and resolve issues.


Awards and Recognition


Recognitions like awards from the Chamber of Commerce or local media can significantly enhance your clinic’s reputation. These honors are tangible proofs of your excellence and commitment to quality care.


Clinical Outcomes and KPIs


Key Performance Indicators (KPIs) such as treatment effectiveness, patient retention, and improvement rates are crucial. They provide objective data on your clinic’s operational success and patient satisfaction.


Goal Achievement


Regularly set and review goals for your clinic. Achieving these goals consistently is a strong indicator of your clinic’s health and effectiveness.


Utilizing Impact in Marketing


All these impact factors should be integrated into your digital marketing strategies. Highlighting quick recovery rates, for instance, appeals directly to potential patients’ desires for effective treatment.


Community Engagement and Certifications


Helena: Would activities like community talks or gaining new certifications also contribute to the clinic’s impact?


Dr. Litzy: Absolutely. Certifications enhance your team’s expertise, and community talks increase your visibility and authority. Both are impactful and should be included in your marketing materials to demonstrate your clinic’s active role in community health.


Developing a Purpose Statement


Your purpose statement, or unique selling proposition, articulates what you stand for and the specific problem you solve for your target audience. It’s essential to know your audience deeply—this isn’t just about demographics but understanding their unique needs and how your clinic meets them.


Template for Creating a Purpose Statement


When crafting your purpose statement, use a simple formula: “I am/we are [description of your clinic], and I help/we help [your service], so they can [outcome for the client].” Here’s an example: “I am a dedicated vestibular therapist, and I help individuals overcome balance disorders, so they can enjoy a more active and fulfilling life.”


Crafting a Purpose Statement for Vestibular Clinics


Let’s create a purpose statement that resonates with your patients. For instance, if you’re a vestibular clinic, your statement might be, “We are ABC Clinic, comprised of physical therapists and occupational therapists, helping people with dizziness to live life more fully.” It’s essential to use language that is accessible to everyone, avoiding medical jargon that might not be immediately understood by all potential patients.


Simplifying Medical Language


Instead of saying “I help people with vestibular disorders,” which might confuse someone unfamiliar with the term, try “I help people manage their dizziness” or “I help dizzy patients regain stability.” This approach makes your purpose statement clear and relatable to a broader audience.


Template for a Purpose Statement


Here’s a simple template you can use: “I am [your role], I help [your target audience] so they can [solution you provide].” Fill in the blanks to define your unique selling proposition. This isn’t just a marketing tool; it’s a clarification of what you stand for and the specific community needs you address.





Financial Considerations for Vestibular Programs


Moving on to financial considerations, it’s crucial to understand the specific costs associated with running a vestibular program within your clinic. This includes potential expenses like equipment and space modifications.


Utilizing Resources


Thanks to resources like Vestibular First, we have a clear idea of what basic equipment is necessary for a vestibular program. They provide a list that includes items like infrared video goggles, which are less expensive than many assume, and the need for a dedicated computer for these goggles to ensure functionality and ease of use.


Adapting to Various Clinical Settings


Helena: It’s good to know that the equipment, like the Vestibular First goggles, is versatile and can be used with any compatible computer. This flexibility is beneficial for clinics of different sizes and even for mobile physical therapists.


Creative Solutions for Equipment and Space


Dr. Litzy: Exactly, flexibility is key. You might not need every item listed, such as parallel bars if space is limited. Instead, consider using two mat tables placed near each other to create a safe treatment area. For mobile therapists, lighter, portable options like a homemade Brock string might be more suitable.


Adapting Therapy Tools for Mobile Physical Therapists


In mobile therapy, where space and equipment limitations exist, creativity becomes essential. For instance, instead of parallel bars, I use a narrow hallway or configure spaces like a kitchen with an island to guide patients safely. Simple home items like balance pads or steps can be purchased by patients for home use, enhancing their therapy experience without significant investment.


Utilizing Cost-Effective and Flexible Tools


Many therapy tools, such as VIZSTIM kits or headlamps with lasers, are portable and affordable. These tools are not only for vestibular patients but are also effective for other treatments, like those for neck issues. Even simple items like printed targets or Post-it notes can be used creatively in various exercises.


Cost Management and Equipment Flexibility


It’s important to keep an eye on prices and prioritize your purchases. Tools like blaze pods might be desirable but consider them as ‘nice-to-haves’ and focus on essentials that deliver the most value. Using a QR code linked to a resource like Vestibular First can help therapists understand what equipment is necessary and its cost, allowing for better financial planning.


Patient Engagement with Homemade Tools


Encouraging patients to use common household items for therapy exercises can be surprisingly effective. For example, asking a patient if they have a shoebox can simplify walking tests. Even a butter knife can serve as a makeshift tool for eye tracking exercises, demonstrating that high-tech solutions are not always necessary.


Financial Planning for Therapy Equipment


The initial cost for setting up a vestibular program can range from $4,000 to $7,000, depending on the choice of equipment. It’s important to consider how each piece contributes to your therapy outcomes and whether it justifies the investment.


Exploring Financing Options


Financing equipment can be managed through various avenues like grants, which are often overlooked. Other options include using credit cards wisely, securing loans from banks or credit unions, or obtaining low-rate lines of credit. It’s crucial to compare terms and ensure that the financing method chosen aligns with your ability to manage repayments without incurring high-interest rates.


Exploring Financing Options for Entrepreneurs


As entrepreneurs, particularly for women and people of color, it’s crucial to explore all available financial resources. Grants are an underutilized tool that can significantly offset costs. Websites like Hello Alice can guide you through available grants tailored for female entrepreneurs and entrepreneurs of color, sending you notifications and helping you apply.


Smart Financing Practices


Beyond grants, consider various financing methods to manage expenses without compromising your financial health. Using a credit card can be beneficial if you’re able to pay off the balance each month and take advantage of rewards programs. However, if cash flow is a concern, other options like low-interest loans from credit unions or the Small Business Association (SBA) might be more appropriate. Always compare terms to ensure you’re choosing the most cost-effective option.


Leveraging Community and National Resources


Don’t overlook local resources such as your Chamber of Commerce or state and local chapters of the Small Business Association, which offer not just funding options but also invaluable services like free legal advice. These organizations are designed to support small businesses in maximizing their growth potential and managing operational risks.


Positioning Yourself as a Local Expert


Once your financing is secured, focus on establishing yourself as an expert in your field. Create high-quality content, such as blog posts, that are optimized for search engines. This not only enhances your website’s visibility but also demonstrates your expertise. Engaging with SEO experts or utilizing AI tools like ChatGPT for keyword optimization can amplify your content’s reach and impact.





Effective Use of Digital Marketing


Regularly publishing and sharing insightful content on your website and social media platforms can significantly boost your online presence. This approach helps to position you as a thought leader in the vestibular space. By actively putting yourself and your knowledge out there, you increase your visibility and establish your credibility in the community.


Enhancing SEO Through Collaboration and Linking


Linking with reputable sites can significantly boost your SEO. For example, inviting a well-followed expert like Karen to guest blog on your site not only enriches your content but also improves your site’s ranking due to the inbound links from respected sources. This approach enhances both visibility and credibility.


Creating Mutually Beneficial Relationships


Helena: It’s about building win-win relationships where everyone benefits—increasing visibility for both parties without direct monetary exchange, focusing instead on supporting and connecting within the community.


Pitching Yourself as an Expert


Pitching yourself to various platforms, such as local or global podcasts, can increase your reach. Podcast hosts are always in need of content, and offering your expertise can be a great fit. Make sure your topics align with the podcast’s mission and values to increase the likelihood of being featured.


Engagement with Universities and Support Groups


Collaborating with universities, patient advocate groups, and support-oriented podcasts can position you as a knowledgeable and approachable expert. Ensure your communication is clear and jargon-free to make your messages accessible to a broad audience.


Leveraging Local Media


Don’t underestimate the power of local media. Even in large cities like New York, hyper-local publications can be an excellent avenue for reaching potential clients in your immediate area. Timing your pitches to coincide with relevant observances, like Vestibular Awareness Month in September, can increase your chances of getting featured.


Tips for Effective Media Pitches


When reaching out to newspapers or TV stations, target health column writers or segment producers at optimal times. Offer to write guest columns or suggest in-studio interviews, providing clear, expert insights into relevant health topics. Always consider the schedule of the newsroom to avoid calling during busy broadcasting times.


Expanding Visibility Through Social Media


After participating in interviews or writing guest articles, promote these appearances on your social media channels. Tag relevant individuals and organizations in the vestibular community to broaden your network and increase engagement with your content.


Effective Media Engagement Strategies


When appearing on TV, it’s crucial to bring visuals such as videos or objects like a fluid model of the vestibular system. This helps illustrate your points vividly, making your segment more engaging. Always prepare B-roll—supplementary footage like videos or relevant objects you can display during your interview.


Pitching to Online Publications and Magazines


For online publications, you can pitch close to the publication date since they require a continuous stream of content. However, for print magazines, start pitching three months in advance, especially if targeting an issue tied to a specific event or month, like Vestibular Awareness Month in September.


Finding and Contacting Journalists


Locate journalists through their articles, LinkedIn profiles, or personal websites. Many freelancers provide a direct pitch email on their sites. When pitching, be concise and catchy in your email subject lines to grab attention. Follow up promptly—within three days initially, then again a week later, to keep your pitch top of mind.


Community Lectures and Broader Engagement


Giving lectures at local venues, such as gyms or senior centers, establishes you as a community expert. Don’t underestimate the power of diverse speaking engagements. Participating in panels or talks outside of the direct medical community can also lead to unexpected referrals and broaden your network.


Expanding Your Impact Through Educational Opportunities


Engage with educational institutions and panels, which can be an excellent way to connect with future professionals and their networks. Sharing your expertise in non-traditional settings can lead to a surprising increase in referrals, enhancing your practice’s visibility and perceived authority.


Leveraging Media and Publications for Wider Reach


By featuring in prominent media like national magazines or podcasts, you can reach a broader audience, including potential patients from around the world. A single feature can lead to significant referrals, as demonstrated by my experience with Prevention Magazine, which connected me with valuable contacts within the medical community.


Importance of Proactive Engagement


It’s vital to understand that opportunities won’t just come to you; proactive engagement is key. Utilizing social media effectively, sharing insightful content, and engaging with other professionals’ posts can significantly boost your visibility and establish you as an expert.


Building and Leveraging Professional Networks


Cultivate a reciprocal network with other specialists, such as pelvic floor therapists or other vestibular therapists, to ensure you can refer patients appropriately based on their needs and your availability. This networking not only enhances your service quality but also reinforces your reputation as a trusted professional.






Integrating Marketing Strategies


Everything from PR to personal interactions can be part of your marketing strategy. Public relations (PR) helps establish you as an expert and can be a powerful tool for getting recognized without direct costs. Offering free consultations via phone or Zoom can also be an effective way to attract new clients and showcase your expertise.


Community Involvement and Local Marketing


Engage with your local community through various channels. Joining the local Chamber of Commerce, participating in support groups, and even sponsoring local events or teams can increase your clinic’s visibility. These activities place your brand in front of potential clients regularly, enhancing familiarity and trust.


Collaboration with Medical Professionals


Establish connections with physicians by offering to shadow or collaborate with them. This not only broadens your professional network but also places you in a position to receive direct referrals and enhance your clinical skills.


Establishing a Clear Brand and Online Presence


For a vestibular specialist in a remote area, establishing a clear, consistent brand as an expert in vestibular care is crucial. Highlight that you offer stable, ongoing care with trained professionals, unlike the transient nature of travel PTs often used by local hospitals.


Optimizing for Local SEO


Develop a robust online presence with a well-designed website and regular blog posts centered on vestibular topics to ensure you appear in local search results before the hospital. This strategy is especially effective in areas like Nantucket, Martha’s Vineyard, or the San Juan Islands, where local search relevance can significantly impact patient inflow.


Building Relationships with Local Physicians


It can be challenging to get referrals from physicians who keep them in-house. Try to build relationships by shadowing physicians, referring patients to them, and providing them with updates and insights on referred patients. This approach helps you become a recognized and indispensable part of the local healthcare ecosystem.


Ensuring Immediate Access for Urgent Cases


Offering immediate appointments for urgent vertigo cases can distinguish your practice. Patients with conditions like BPV (Benign Paroxysmal Positional Vertigo) often seek fast relief and may prefer your accessible service over waiting for hospital appointments. Maintaining a daily slot for such emergencies can build patient trust and increase referrals.


Utilizing Non-Traditional Community Connections


Expand your network beyond the usual medical channels. Inform local non-medical influencers like dentists and hairdressers about your services. They regularly encounter clients who might experience vertigo and can refer them to you, broadening your referral base.


Leveraging Personal Networks and Community Engagement


Engage actively within your community through talks, workshops, or sponsoring local events like little league teams. This visibility not only builds familiarity with your practice but also establishes you as a go-to expert for vestibular issues within the community.


Highlighting Unique Selling Propositions (USPs) in Marketing


Emphasize the unique aspects of your service, such as offering same-day appointments, which sets you apart from local hospitals with longer wait times. This isn’t about disparaging others’ services but highlighting your own strengths and quick availability, which can be a critical factor for patients in need.


Charitable Initiatives and Community Engagement


Consider hosting events where you offer reduced-cost evaluations and donate the proceeds to a relevant charity, such as a vestibular disorder foundation. This not only draws in patients who may become regular clients but also builds goodwill in the community.


Building Local Connections


If you operate from a physical location, make an effort to meet and engage with neighboring businesses. This can help in creating a local referral network and increases your clinic’s visibility within the community.


Optimizing Online Presence


Ensure your clinic has an updated Google Business Profile, which is crucial for local SEO and helps potential patients find you easily. Make sure your website is mobile-friendly, considering the increasing trend of users accessing the internet via mobile devices.


Utilizing Social Media and Digital Tools


Use social media platforms tailored to your target audience to share content, updates, and engage with the community. Tools like Canva can be used to create professional-looking marketing materials, even if you’re on a budget. Consider creating ‘leave behinds’ such as flyers or trifolds that highlight key services like rapid appointment availability.


Offering Free Lectures and Screenings


Reach out to local educational institutions, gyms, and community centers to offer free lectures and screenings. This not only helps in educating the public about vestibular health but can also direct potential clients to your clinic.


Creating Custom Marketing Materials


Develop custom marketing materials that reflect what makes your clinic unique. Whether it’s the advanced technology you use, the quick service you provide, or your community involvement, make sure these elements are front and center in all promotional materials.


Understanding Your Target Patients


Begin by creating a detailed patient profile to understand your target demographic deeply. This involves specifying their age, interests, challenges, and lifestyle to tailor your services effectively. For example, crafting a persona of your ideal customer can help you visualize and attract the kind of patients who will find your services most beneficial, as seen in the case where identifying specific traits led to attracting a highly valuable client.


The Value of Personal Connections and Referrals


Personal referrals from satisfied patients can be incredibly powerful. Patients who become ambassadors for your service can generate significant business over time, as seen with patients who refer others long after their initial treatment.


Collecting Patient Insights


If you’re uncertain about your patient base, consider using surveys or interviews to gather insights directly from your community. Understanding their needs and preferences can help you fine-tune your marketing and service offerings.






Integrating Digital Marketing Tools


Leverage digital marketing by maintaining a robust online presence through your website and social media. Use these platforms to share your expertise and direct potential clients to resources like your mailing list, ensuring you retain contact regardless of changes in social media platforms.


SEO and Content Strategy


Implement a solid SEO strategy to enhance your visibility online. This could involve regularly updating your blog with relevant content, optimizing your website’s on-page SEO, and ensuring your social media activities drive traffic back to your site.


Website Optimization


Assess your website’s effectiveness in attracting and retaining interest. Key areas to evaluate include:


    • Contacts: Ensure that your website immediately communicates your specialty, such as vestibular therapy, to visitors without them needing to scroll.
    • Clarity: The purpose of your website should be clear at first glance. Important elements like contact information, booking options, and key services should be immediately visible (‘above the fold’) to facilitate easy user interaction.

Practical Tips for Website Management


Regularly review your website to ensure it meets visitor expectations and accurately reflects the services you offer. This check involves ensuring that the content aligns with what potential patients are searching for and that the website design guides them smoothly to the information they need.


Optimizing Your Website for User Engagement


Evaluate your website to minimize distractions and maximize user engagement. This means limiting pop-ups and ensuring that your website content—from FAQs to direct calls to action like “Ready to start physical therapy? Click here”—guides visitors smoothly towards conversion.


Building Credibility through Content


Credibility can be significantly enhanced by including testimonials, certifications, and media appearances on your site. Display these prominently to leverage their full value, and consider adding a ‘As seen on’ section to highlight your media coverage.


Evaluating Website Effectiveness


Regularly assess your website against five key criteria: context, clarity, attention, congruence, and credibility. Rate each category on a scale from one to five, and identify areas for improvement. This exercise can help ensure your website accurately reflects your expertise and aligns with user expectations.


Personalizing Your Bio


Create a compelling bio that tells your personal story, explaining why you chose your specialty and how your experiences make you uniquely qualified to help your patients. Personal stories resonate more deeply with potential clients, making your profile memorable and relatable.


Strengthening Referral Relationships


Develop strong, personal relationships with your referral network, including physicians, trainers, and other healthcare professionals. Consider these relationships as partnerships rather than mere referral sources to enhance mutual respect and cooperation.


Utilizing Metrics to Measure Marketing Impact


Track the performance of your marketing strategies by regularly reviewing key metrics such as patient acquisition costs, conversion rates, and the return on investment (ROI) of your marketing activities. Adjust your strategies based on these insights to optimize resource allocation and impact.


Maintaining Flexibility in Marketing Strategies


Stay flexible and open to changing your marketing approaches if they are not meeting your goals. Marketing effectiveness can vary, and being able to pivot and adapt strategies is crucial in responding to market dynamics and patient needs.


Additional Resources


Websites and newsletters offer great resources. For example, Selena Soo, a mentor of mine in the PR space, has an excellent newsletter. Justin Welsh, whom I discovered on Twitter, delivers weekly newsletters every Saturday, specifically helpful for solopreneurs. Another resource is Mike Michalowicz, and importantly, the Goldman Sachs 10,000 Small Business Program (10KSB). I participated in this program a few years ago—it’s essentially a free, accelerated mini-MBA. I strongly recommend applying for it.


The program is available nationwide, starting in New York, and I was part of cohort thirty-three. It requires a commitment of about fifteen to twenty hours a week for roughly two and a half months, including homework. While I completed it during COVID, making everything online, the outcome was forming a supportive entrepreneurial group of six women who meet monthly and significantly enhance my business.


If you’re running a physical therapy business and seeking to boost your business acumen, consider applying at The program also continuously supports its alumni with biennial conferences, monthly webinars, and meetups, allowing you to connect within your group. For more information, simply Google it or visit the website. 




If you have any questions, feel free to DM me on Instagram, or contact me via email or my website. You can also scan the QR code to visit my site directly.


Thank you for this fantastic session; I’m always excited to share knowledge. I’ve learned so much and am grateful for the opportunity, knowing this can be a challenging area for many.


Again, a special thank you to our guest tonight for an excellent presentation. We appreciate everyone sticking around, and we look forward to our next meeting. See you next month!