CEO Performance Physical Therapy Providence, South Dakota, United States
The COVID-19 pandemic brought stress, loss and uncertainly to our practices. However, the crisis also created an opportunity-- an opportunity to learn as managers and leaders had no choice but to take a deep dive into every aspect of their practice. For many physical therapists in private practice, pre-COVID, marketing was the 'side-kick component' of running their business. The areas of operations, payment and human resources revolved around strategy, objectives and goals whereas marketing was the more abstract, creative part of running a practice. But COVID-19 changed this. Decreases in new patients by up to 80% in some areas meant that practices realized that to survive marketing needed to become a priority. Practices couldn’t afford to simply, 'throw spaghetti against the wall' and see which idea worked. COVID-19 is a wake up call for marketing. Every practice needs to be strategic and disciplined when it comes to marketing their practice. This presentation will guide participants through developing a marketing a plan specifically for their practice that includes measuring the return on their investment of time and money. A multi-pronged approach will be presented that includes not only traditional forms of marketing, but the value of engagement and communication with staff, patients, referral sources and the community as a whole.
Upon completion of this course, you will be able to develop a marketing plan specific to the objectives and goals of your practice.
Upon completion of this course, you will be able to measure the return on investment (ROI) of your executed marketing plan.
Upon completion of this course, you will be able to define your target patient (persona) and list targeted actions to engage with your 'target' patients.