Modern Manual Therapy Blog - Manual Therapy, Videos, Neurodynamics, Podcasts, Research Reviews: marketing
Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts

I get this question so often: “When is it the right time to start marketing my cash practice?”
In today’s short video, I explain the answer.
Here’s the deal: don’t wait until your whole practice is set up to start marketing.

The future is already here. Digital marketing; SEO, SEM, website design/optimization, social media, live streaming, digital footprinting. It is expansive, and, it isn’t likely to let up.

For the last several years, I’ve been writing up predictions on what is to be expected for the year to come. Typically, I release these early in January of the relevant year or December of the year prior. This year, things got away… and, I mean… AWAY away….. that plague of a flu that hit this season? Yup. That happened, x2.
But, with all things — you make the best of it and it gave me plenty of time to reflect over the happenings. There were several large trends, none so surprising, to be appreciated… and, some interesting marketing trends that seemed to loom over the horizon.
Suffice to say, 2017 taught us a few things on the digital market front:
  1. It was the year of websites.
  2. It was the year that social media “failed” — because, it’s not social media… it’s just plain media, now.
  3. It was the year that all the other major predictions, seemed to hiccup and never come to fruition.
All that said… it was good that I was able to reflect and truly ponder what is to be expected for this year. And, so… without any further ado…. here are!

5 Marketing Predictions for 2018

#1. MATRIX RELOADED.As mentioned, 2017 was the year of websites and New Year 2018 was when social media “self destructed” with all of Facebook’s business and fan page algorithm changes. Honestly though, it is no different than when in 2017, Google killed pop ups, when in 2016 Snapchat killed Twitter, or when again in 2017 Instagram killed Snapchat… and, through end of 2017… Twitter had a rebirth.
All these things come to pass in cycles; 2018 is the year that people (and, brands) will consolidate and reboot their footprints with a fierce user focus on all fronts — inbound, outbound, paid, organic…. ALL. OF. IT! Look to how international users like to manage their accounts. Typically, it’s through highly centralized and consolidated streams. One app to keep an eye on in terms of functionality: WeChat, the “Chinese Facebook.” Through this app, you do all your calls (voice and video), purchasing, ride sharing functions, social channels… everything.
#2. MARKETING GONE RETRO.You can expect 2018 to be the year everyone goes back to basics. Keep your eyes out for brands that are going to dust off the history books for tech-powered retro approaches in marketing, consumer engagement, branding, PR, etc. etc. etc.
The number one reason we can expect companies to go retro is because “back in the old days” people actually connected. That, is what has been lacking most of the end of 2017 and this fluttery start of 2018… there’s automation everywhere, there’s technology everywhere, there’s media and screens and swipes and taps… EVERYWHERE. What’s missing is connection. And, those who learn and master the “subtle science and exact art” (Harry Potter fans, know what I’m talking about) that the balance of authenticity and automation — such storytellers, will win and win BIG.
#3 REVIEWS.Reviews will matter more than every before. When it comes to content clutter (as we discussed in multiple blog posts in 2017), consumers go back to basics (ie. retro) and lean on two primary things: (1) search engine results, and, (2) reviews. Reviews, social media, forums, etc… all these are seen as Word of Mouth 2.0. There’s no other way around that truth. And, because of it, consumers will rely on multi-channel proofing via reviews as a precondition to purchasing behaviors. So, if you don’t have a system for feed-forward loops on gathering 5 star reviews from your company’s brand ambassadors… [A] we need to talk; [B] you need to get on identifying a platform; and, [C] you need to sit down and name 10 potential brand ambassadors, right this very second!
#4 STORIES WIN.As alluded to in #2 above, storytellers will win and win big. Stories are the original media of the human condition — it is the way we communicate, pass on knowledge, lore, and conventional wisdom. These are all active considerations of the prospective consumer -AND- the prospective consumer seeks validating stories about WHY they should buy your brand.
WHY?!
It can’t be objective. No, no… no! We know all too well from psychology and cognitive science that when people buy, they buy for emotional reasons from those very centers of our brains. We then justifythose decisions based on the rational elements within our mind in support of that emotional decision; however logical we may claim to be as individual thinkers.
We can’t ignore this science if we are to be precise and effective marketers. Therefore, share stories. Stories about HOW your brand brings value, changes lives, empowers others, and brings good to the community — these are the stories to share about… certainly not how someone’s functional measures improved… *barf*
Share! Share, how your company helped someone regain their livelihood when all hope was lost. Tell it, with gripping emotion and striking relate-ability. Tell it as if it was your close friend or family. Tell it so that everywhere who hears of these stories, feels its deep and leaves them with warmth, hope, and the desire to engage.
Oh, Hint! The best way to tell contemporary stories: VIDEO. High level production value video.
#5. ECOSYSTEMS.Only ecosystems will survive. Now, that might sound bleak, but that is the harsh reality of 2018’s marketing landscape. One dimensional, tactical approaches to marketing will quickly burn out. Foundationally driven, strategically oriented approaches will survive and even grow!
It’s all about the long game and it needs to be just as data driven as it is user focused.
Just as in the clinical world, we would customarily never ONLY use one singular clinical intervention (ie. only use TherEx, or only use Neuro ReEd, or only use Therapeutic Activities — shoutout to our Physical Therapy roots and our PT colleagues reading this post)… such is the truth in effective marketing. In fact, it has always been this way. It’s just that the acid test for 2018 will be that much more grueling to stand up to; if you’ve been relying on what is essentially a singular approach, it’d be an incredible important thing that you expand your lead sources beyond the status quo.
Proof your lead sources in this fashion: If the way your business continues to have steady business comes from one type of customer conversion journey… if how they come to find you always sounds the same… you NEED to start diversifying NOW!
Now, I do have a few more predictions of the non-marketing type.
  • Student debt will become an uningnorable and fiercely deciding factor in the job market, talent acquisition, and staff retention.
  • Wearable, communication portals, and apps will become even more a thing, especially as it pertains to data science and it’s impact on population health.
  • To the above: If Physical Therapists DO NOT define their roles within data science and population health management, it will once again be defined for us and will cripple our presence for the next foreseeable evolution within the healthcare schema.
  • This year, non-payer healthcare consumerism (ie. CashPT) proves itself as “not a fluke”… particularly for established practices with a healthy community footprints that happen to have long waiting lists.
  • “Young” practices will begin to find ways to share resources in working together; established practices must shed their differences in a unified economic pursuit… or, die trying.
Well! That’s all I have for now. As per the past, I’ve been pretty darn on the spot with my predictions and the next 11 months or so will tell for what I’ve now stated in black and white.
So, until next time, may your 2018 continue to sprint with success in strength. And, should there be anything you need or any questions you have… you need only reach out.
Ben Fung, DPT, MBA
Co-Founder, COO, UpDoc MediaCo-Founder, CFO, Recharge|HoCo-CrossFit
ben@updocmedia.com
C: 470-BEN-FUNG
Twitter: @DrBenFung
Snapchat: DrBenFungInstagram: @DrBenFung



Want an approach that enhances your existing evaluation and treatment? No commercial model gives you THE answer. You need an approach that blends the modern with the old school. Live cases, webinars, lectures, Q&A, hundreds of techniques and more! Check out Modern Manual Therapy!

Keeping it Eclectic...


For years now, Email Marketing has been considered one of the best channels for marketing budget ROI. Why? Primarily, cost. It’s pretty much free to use, upwards of a few hundred dollars a month to keep in contact with patrons, current customers, and prospective consumers using email automation software… versus the thousands upon thousands of dollars per campaign when using traditional print.
The thing of it is, you’ve must have noticed that Email Marketing has been changing — rapidly in fact. In just the last 6 or 7 months alone, I’ve noticed several trends that have shaken the workflow of how Email Marketing fits within a company’s marketing strategy.
Fortunately, there are unifying behaviors we can count on, as one thing will remain constant: People will be people and will always value one thing above all — TRUST.

5 Essentials of Email Marketing

BUUUUUT…. before we get down to the essentials, we need to talk about that “F” word.

FUNNEL.

I laugh a bit each time I hear this word, primarily because most of the people I hear talk about funnels don’t really get what a funnel is…. they just visualize that infographic every marketing and sales seminar tends to share. You know the one. That one which shows the general consumer populace, breaks them down to ideal customer buyer personas, shoves them through this algorithm of automated content distribution which ultimately compels them to buy… which tends to be the BIGGEST part of the infographic… them dollars signs, repurposing and retargeting and reshuffling THE LIST, and buy-buy buy!

The thing is… there’s nothing wrong with the above.

HOWEVER, people are catching on. And, are getting sick of it BECAUSE most email marketing templates don’t incite trust… they incite impulse.
AND, IF PARENTS HAVE FIGURED OUT THE CHECKOUT AISLE AT TARGET, YOU BETTER BELIEVE CONSUMERS HAVE FIGURED OUT THE DIFFERENCE BETWEEN AN EMAIL INCITING AN IMPULSE BUY, VERSUS AN EMAIL OFFERING NO ULTERIOR MOTIVE OTHER THAN TO DELIVER VALUE.
What many call the sales funnel, I’ve always learned it as the customer conversion journey. It’s never one singular step, ad, content piece, or email that causes people to buy… it tends to be for a litany of reasons, a complex process, and again that keyword: TRUST!
So, really: These 5 essentials of email marketing are all about building trust.
1. THE LEAD CAPTURE
Deliver value first, then ask nicely. This is the basis of inbound marketing and the first steps of email marketing. You, as a brand, are offering information, content, a service, or a product for the low, low price of someone’s email address.
It’s a micro-purchase.
The sales psychology here is that once someone makes a micro-buy, a certain proportion of them are likely to make subsequently bigger buys over time. Your only obligation is to keep in contact with them. Typically, the micro-purchase opt-in occurs with some type of a lead magnet. This could be an e-book, a PDF report, a free phone call session, a pre-recorded webinar, a live webinar, an in-person-screening, or a free trial access to a paid subscription access, etc. etc. etc.
Ultimately, the biggest question you need to ask is this: HOW am I going to use e-mail address to cultivate trust?
The second biggest question you need to ask is: What will you give them that is worthy of the risk of being spammed into oblivion? ðŸ˜‰
2. THE VALUE CONTINUATION
Deliver value again and don’t ask for anything at all.
This is the HARDEST part of email marketing. Creating a lead magnet and capturing email addresses… this isn’t hard at all. Many pop up marketing agencies and white label webinar companies do this… every. single. day.
What’s their sell? Make 5-figures off your 1st webinar! Earn $90k a year, straight from home! They tend to teach you how to do what they are doing… for a price — leaving out a few details, for yet, another price. Sure, for some, that “reward” is worth the risk of a life time’s supply of spam…. maaaaybe.
But, am I going to buy, after I figure out much of what they had to give me, really wasn’t worth it? HELL. NO!
That, is why I said in #1 above, the most important question is: HOW will you cultivate trust?
Once your opt-in audience has consumed the lead magnet, there needs to be more in it for them, more you know & more you have that you can freely share. If not, then there are bigger problems. It is here in the value continuation that you must consistently deliver value for upwards of 5-8 bouts of exposure BEFORE (effective frequency) you make a strong ask. While the concept of effective frequency in advertising and sales can be controversial, the reasonable person would agree that the 1st ask isn’t typically met with a, “Yes.”
Again… it’s all about TRUST.
3. THE TRUST CULTIVATION
Now that your audience has opted-in, they’ve checked out your lead magnet, and you’ve sent them more useful content to try out… it’s time to build up trust.
Wait… what?!
Yes, I’m saying that even after giving them 5, 6, 7, 8… 10… maybe even 15 e-blasts, they are STILL not truly ready to buy. Would you be? The trust cultivation has to do with segmenting out your audience. To the audience that has consistently “bought” through opening and/or clicking on your emails, you send more content. To the audience segments that haven’t engaged as much, you ask them very plainly “Why” and/or “How can I be of more value to you?”
There’s no point keeping a bunch of disinterested people on your lists, who are also driving up your subscription costs to an Email Marketing service; particularly if those same folks may begin complaining that you’ve locked them into some spam war.
Trust me… people talk. You DO NOT want them talking ill of your emails.
The best way to cultivate trust via email is to deliver specifically to their needs. General e-blasts are fine and acceptable; specific content is warmly welcome ðŸ™‚
4. THE READINESS TO CONVERSE
Now that you’ve identified engaged, disengaged, interested, disinterested, and content specific segments, it is time to discern if they are ready to have a conversation.
How do you know when someone is ready to buy or talk about buying?
Hehe… By asking! If your email platform has the ability to send plain text emails to certain user behavior segments, this is a great time to do so as plain text emails have higher levels to their open, click, and reply rates… likely because such emails feel like it’s organically sent from someone’s actual outbox… not by some automation feature. The other way to do so, less explicitly, is to create secondary opt-ins.
A secondary opt-in can segment users or create an entirely new list of users who have demonstrated their fandom to your content and brand; also, that they’ve consistently engaged with your content and wouldn’t be opposed to a stronger ask… such as, signing up for yet another lead magnet.
Sure… you’ll get some complaints, some un-subscriptions… maybe even a few strongly worded replies, likely before even this action phase. The key is being authentic. Personally, every person that emails me with an un-subscription request gets a manual reply from me, to which… I also briefly check their history of engagement. Typically, it is here that a human touch can detect key variables of which an automation workflow cannot… crucial reasons of why someone does or doesn’t want to buy further.
5. THE INVITATION: THE CALL TO ACTION
You’ve delivered all this value, specific and precise… now, it’s time to ask again and ask nicely.
How???
By now, if you haven’t run out of content, you’ve done your homework back in Step #1. You’ve sincerely and thoroughly answered the question: “HOW am I going to use e-mail address to cultivate trust?”
By now, you should’ve segmented out your audience and identified a strong cluster of individuals who are legitimately interested in what your company has to offer. By doing so, you’ve set up your conversation and your customer up for success. It’s like filling out an online dating profile; to the people you ask, you’ve already shown yourself to be consistent and trustworthy. When you ask them about jumping on a sales call or online demonstration, it’s no longer a cold ask… it’s warm, it’s welcome, and it’s expected.
It will also feel great, because the vast majority of this lead segment are truly leads…. not people plainly interested in investigating what you are up to with no intention to buy.
It also protects your brand when the majority of people whom you ask are mutually interested.
Again, people talk. You want them saying good things ðŸ˜‰
So, whether you task your marketing team to specifically reach out to true lead segments, send them an automated plain text email, or pick up the phone and call them… the key is this: be genuine is closing the loop.
IS YOUR COMPANY A GOOD FIT FOR THEIR NEEDS?
If not, be the first to say so. If you are a good match, then guide the conversation to speak on what working with you or buying from you could look like from THEIR perspective. Put their needs FIRST. After all, they are your ideal customer!
Ultimately, Email Marketing is a sub-specialty of correspondence marketing. There’s going to be a huge space for this within social media messengers, messaging apps, SMS, etc. etc. etc. for the many coming evolutions of digital marketing.
The marketing skill set you’re going to try to develop for your company isn’t the skill of email, itself. It’s the skill of authentically communicating through sincere copywriting and translating metrics into humanizing user behavior traits.
It’s about people. It’s about trust. And, it’s about relationships.

Sign up for our email list lol!


Want an approach that enhances your existing evaluation and treatment? No commercial model gives you THE answer. You need an approach that blends the modern with the old school. Live cases, webinars, lectures, Q&A, hundreds of techniques and more! Check out Modern Manual Therapy!

Keeping it Eclectic...


With so many clinical companies (from 100+ clinic enterprises to single mom-and-pop-shop), all drifting (some running like the plague) away from referral based marketing, the smart course of action is Direct To Consumer marketing for physical therapy. AND, with so many questions about how to properly start implementing a Digital Marketing Strategy for Physical Therapy practices, we are pleased to share...!

The Digital Marketing Pre-Launch Checklist

1. Your Website
Your website is the 1st digital footprint and anchor of your online presence. Unfortunately, only half of private practitioners have a website; and, those that do, don't typically have a website that is up to date. As often as people update and upgrade their phones, your website should be polished up at LEAST on a quarterly basis, or at the bare minimum, audited. This is pivotally important as recent trends have shown that while ads and social platforms drive traffic, the conversion occurs at the website.
A few recommendations:
  1. Make sure it is at LEAST mobile responsive. Depending on which study you look up, 80-90% of online browsing will happen on mobile devices by the end of 2017. How do you check? Don't just load your site up on the phone. Open your web browser on your desktop/laptop & actively shrink your window. If the screen changes content layout while you do this, then you're good. If not, then your website only has a mobile version & is not responsive.
  2. Online Scheduling and/or Direct Contact. The majority of healthcare consumers appreciate the ability to reach out, without needing calling in to inquire or schedule an appointment. We have become a very heavy text messaging society. We can talk with multiple people and entities at a time. Picking up the phone, while romantic, is typically reserved for more crucial circumstances. Now, it doesn't mean you won't get phone calls... in fact, having a direct "call now" button is essential. What this means, is that you need to meet your customers where they like to be met. They are already shopping you out on their mobile screen; why not making it easier for them to connect, as well?
  3. Live Chat. Live chat has been around for a long time. This isn't a necessary feature. Sometimes, it's a double edged sword. There really isn't any "wrong" way to do this, except to leave a live chat widget as "available," when no one really is. Why is this so good? It builds on tip #2, above. It makes a receptionist who is typically a physical receptionist become a digital ambassador for your brand. This creates a smoother process for shopping healthcare consumers to begin conversations. And, the nice part of a conversation: That, begins a relationship.
For more info and tips about websites, check out 5 Website Flaws That Are Killing Your Clinic.
2. Social Media
If you aren't social, you aren't relevant. Who wants to trust a company that lives, only in it's own bubble or hides behind it's shell? Such impressions communicate that: They don't "get me" any way... they wouldn't understand... and, besides... would they even care? These relational, connectivity aspects of marketing is the dominant reason why over 70% of consumers become purchasing customers; it's all about RELATIONSHIPS.
Social Media is and has been the way people connect and relate. When the calendar turns 2020, heavy social media using Millennials and Generation X'ers will represent nearly three-quarters of the general population. And, frankly... Baby Boomers are actually the biggest users of Facebook, because they want to keep connected with their families near & far.
If your company isn't active on social media, here are some posts that may help you out:
Yeah... we do a little social ;)
3. Direct Contact Communication Platforms
As big as email marketing has been in the 5-10 years, direct contact & direct messaging marketing is the next evolution. Whether this is SMS, through messaging apps, or through native social media messaging functions... people love to be contacted directly. That, is the great bulk of the reason why Tips #2 & #3 of the above website section, work so well!
A Caution: In January of 2017, Google and other search engines have shifted their web crawling algorithms to punish invasive pop-ups and any user experience that feels like an online maze or Las Vegas casino floor (designed to get you lost, in there... where then, your money will be lost). Therefore, instead of pounding your audience with banners, popups, and what nots to capture their contact information...
Generously offer value first. Then, ask nicely. THAT is how you spark a relationship.
4. Video Integration
This is both specific and strategic. All digital platforms are shifting toward video because video is one of the most engaging content mediums out there. The technology is ready. And, consumers want it!
Videos tell stories. And, most importantly, videos have the very real power of invoking emotional connections in an effective and efficient manner. Consider these facts [from TAR Productions]:
  • 70 percent of what we learn is consumed through storytelling.
  • Stories are 22 times more memorable than facts.
  • Personal connections are why 71 percent of customers reach for their wallets.
If you're wondering what type of video content to start capturing, consider these tips: The Three Es of Excellent Content. To this, I'll share with you a quick story of a group of (at the time) doctors in training. They followed this piece of advice to the letter. The result: They have practically become viral; and, have one of the widest reach of audiences as well as one of the most riveting brand messages I've seen to date. I'm sure you know them:
Be sure to visit their website: www.theprehabguys.com
And, their Instagram of over 100k followers! @ThePrehabGuys
→ And, no... they didn't pay me. I'm just flipping proud of them! ←
I've had repeated conversations with these engaging young professionals. Each time we meet up, we never fail to reminisce on how they latched onto these "3Es," early in their inception, as one of their foundational principles to which they've found success. They have told me, it is still a creed in how they produce content.
5. Digital Advertisements
Advertisement works. Otherwise, it wouldn't be a MULTI-BILLION DOLLAR INDUSTRY. However, much of the feedback/complaint we constantly get is: "I tried XYZ Ads... put some money in... and, never got a single patient." ... or, got very few in return.
Why is this the case?
Simple. A single paid advertisement never works. And, this is the time that I'm very comfortable going against the grain of, "never say 'never.'" What does work, is a campaign. Digital Ads must be leveraged as part of a marketing strategy & as part of a marketing campaign. These two things are very different. The strategy is the overall game plan on how you seek to grow your business. The campaigns are the various plays within the game that you carry out for a winning season.
When done correctly, we've seen the following as consistent occurrences of success:
  1. The ROI is ridiculous. Typically bringing in 5-10x the ROI, dollar for dollar across campaigns; as well as, for long tailed effects in growing a brand.
  2. People get too busy. We've had some fun stories with clients who would be in a panic as some of locations would get too many calls. Yup, that's how good ads can be - when done correctly.
  3. Clinics begin to outgrow their space. As we've been serving & partnering with clients, we've seen that strong digital marketing strategies leads to growth. Now, it's not just marketing in play. It is, of course, that companies are doing things right in the front lines of clinic care and customer service. When that is combined with strong marketing strategies, the combination leads to epic growth where clinics need to grow in number, get bigger spaces, and even begin generating economic growth in towns that have otherwise been dwindling.
The "magic" in digital ads is found in: [A] Analyzing the results, [B] retargeting to expanded segments, and [C] using strong content to promote inbound traffic through these paid outbound channels. Ads are a avenue within digital marketing that personifies the classical, "Simple. But, not easy." creed.
If you want to learn more about ads, check out our page on Digital Ads Management where you can schedule a free strategy session to determine if this is something best done by your in house resources; or, if your business unit would be better served sourcing this aspect of marketing.
Because, as with all things related to physical therapy...
And, we're here to help you figure that out!
Honestly, there is SO MUCH MORE to talk about. There's the entire business ecosystem, the inter-dependent ecospheres... I could probably go on and on. LOL... We know I can. So, rather than do that, let's engage in some conversation.
FIRST: If you wish to learn more about business & entrepreneurship in a social media based community setting, I'd encourage you to check out our free accelerator group on Facebook.
SECONDLY: If you wish to have access to more content like this post, we have something called the UpDoc Media Business Collection. You can sign up for free and we send regular releases of business oriented content.
Whoo! Let's call that a wrap. As always, if there are any questions at all, please feel warmly welcome to reach out via any one of the below platforms you prefer.

Ben Fung, DPT, MBA
Co-Founder, COO, UpDoc Media
ben@updocmedia.com
C: 470-BEN-FUNG
Twitter: @DrBenFung
Snapchat: DrBenFungInstagram: @DrBenFung


Want an approach that enhances your existing evaluation and treatment? No commercial model gives you THE answer. You need an approach that blends the modern with the old school. Live cases, webinars, lectures, Q&A, hundreds of techniques and more! Check out Modern Manual Therapy!

Keeping it Eclectic...





We talk a lot about marketing, here at UpDoc Media. (See below…)

A lot.

And, of course, we’re typically talking about marketing in the focused framework of “marketing and physical therapy” -or- “marketing and healthcare,” at large. Despite the fact we talk about business & marketing all the time, it’s still a worthy topic to discuss.
Why?
Answer: As healthcare continues to evolve and becomes more consumer oriented & marketplace driven, the economic forces at work will ultimately fashion an environment where creating demand will be the key in sustainable business growth versus that of depending on referral sources. We are already seeing massive hints of this as huge practices with dozens of clinics have been reaching out for solutions in business growth as their referral channels have seemingly depleted. So, with that: Let’s take a fresh look at what 2017 has in store for Physical Therapy marketing!

Marketing for Physical Therapy in 2017

1. BRANDING WILL BECOME A DAILY BATTLEGROUND.
Over the last several years, digital marketing has been a massive battleground for generating leads, capturing contacts, segmenting audiences, and developing out a sales funnel with high conversion rates. While this will continue to be a pattern of practice in marketing for the coming couple of years, the battlegrounds are already shifting toward branding. And, we’re not the only ones that are saying so… Gary Vaynerchuk agrees.
So, why is it “all of a sudden” changing? Technology.
Well, it’s not. And, it is. The fact is: All the platforms we use on a daily basis; be it social media, search engines, or our mobile device… they all track our digital movements, interests, shopping patterns. Creepy? A little bit. But, what you’re probably noticing more is the convenience.
As such, these platforms have heavily shifted their algorithms away from the strategic and technical approaches; they’ve focused, now, upon the user experience. Everything that the user does, the browsing behaviors and social engagements… are ultimately converted to data mining algorithms which identify the brands as well as the product & service types you’ve been looking at/for.
And, which brands will you likely gravitate toward? The brands you know. The brands you trust.
2. MICRO PRODUCTIONS WILL WIN OVER LARGE BUDGET CHANNELS.
Big budget productions are starting to lose traction en masse. Spending four, five… or even six figures on print ads, mailers, billboards, television and radio plugs… yeah, that game is all but over — that is, unless you area huge brand with a massive marketing budget, gunning to stave off competition via offensive marketing strategies (perhaps, a blogpost to come ðŸ˜‰ … or, just join our PT Business & Entrepreneur Accelerator and watch the replay of the topic, already hashed out).
Micro productions are not only more affordable, they are more consistent. AND, of course, consistency is key. Good content in the form of documentaries, exercise series, testimonials, and even live video streaming, will become the new brand currencies for 2017. While a certain level of raw production will be appreciated for its authenticity, engaging campaigns will be comprised of both raw presentations as well as professionally polished productions in order to successfully elevate brand positioning within the mind of the consumer.
The key factor in the success or failure of micro productions will not only depend on the wider scope of branding, it will depend on the careful art of storytelling -NOT- the art of convincing, be it via credentialing, special clinical focus, outcomes, satisfaction scores, or otherwise.
Stats’ are stale. Stories build trust.
3. GET READY TO DO MESSAGING LIKE YOU’VE NEVER DONE BEFORE.
It’s already happening… patients are scheduling via email, inquiring for appointment times on messaging apps, and straight up responding to Snapchat stories. Direct messaging, be it via Facebook, SMS, or any other platform will become the new norm by the end of the year. I mean… it’s already happening now.
For 2017, you best get the staff responsible (be it, receptionists, office managers, or actual marketers) for managing patient contact and customer relationships to get all over messaging platforms… Every. Single. One.
All.
SMS marketing via the general use mobile device is already a huge hit within the retail market. Health systems are using mobile updates. Therefore, it is only a matter of time that being engaging, personable, effective in communication & efficient in time, will be a new, “new normal” within business administration competency.
4. HEALTHY WEBSITE, HEALTHY BUSINESS.
Your website is your first and primary digital footprint. It remains the single platform you have 100% control over. Sure, social media outlets, business listings, and even search engine ranking is all well and good (and, 100% necessary). However, as much as those are wonderful… should they change or go out of business/style, your company gets the short end of that stick.
In fact, there are already grumblings made by many business types that heavily rely upon everything other than a strong website. And, when I mean “strong website”… I don’t just mean it looks and feels good. While that is a major, major part of it… by “strong” I mean strong in design, in user experience, in content, in searchable discovery, and as the central core of what holds your digital footprint together.
By the way, if you’re looking for a place to start in auditing the quality of your website, you may find our blog post “5 Website Flaws That Are Killing Your Clinic” as a helpful start.
5. MARKETING WILL GO BEYOND “GETTING MORE PATIENTS.”
As important as it is to generate new patient demand, there is a singular business struggle that has been identified within physical therapy business: Talent. Finding, attracting, and retaining good talent has been repeatedly identified, for the last 2-3 years, as the largest struggle in keeping physical therapy business’ healthy.
This is both a cause of the fact that millennial professionals are becoming the majority of the workforce. This is also a cause of the forces of economics; as demand for physical therapists and physical therapist assistants have come to an all time high, not likely to let up soon… it  is leaving in its wake, far more PT jobs available than there are PTs to fill them.
So, what attracts talent? Glad you asked, because here is our talent acquisition report from 2016.
Beyond that, what talent seeks and “shops out in an employer” is done in the same fashion that prospect patients shops out their healthcare provider. Good talent seeks out your brand, your website, your social media outlets… and, comprehensively reviews you as an option of employment. If they don’t like what they see, they will not likely apply… much less accept an interview.
Crazy? Entitlement mindset? Backwards??? No. Economics.
If you want top talent, you MUST have the right digital footprints to attract them… and, the right brand story that cultivates trust.
At UpDoc Media, all of our co-founders are Physical Therapists. Our essence and very purpose is to help physical therapists win; to serve as accelerators of success. If anything in this blog posts strikes interest, please let me know!
Until Next Time,
-Ben

-Ben Fung, DPT, MBA
Co-Founder, COO, UpDoc Media
ben@updocmedia.com
C: 470-BEN-FUNG
Twitter: @DrBenFung
Snapchat: DrBenFung


Want an approach that enhances your existing evaluation and treatment? No commercial model gives you THE answer. You need an approach that blends the modern with the old school. Live cases, webinars, lectures, Q&A, hundreds of techniques and more! Check out Modern Manual Therapy!

Keeping it Eclectic...




Copyright 2015 Modern Manual Therapy Blog - Manual Therapy, Videos, Neurodynamics, Podcasts, Research Reviews | Designed by Veethemes.com