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Tell me if this sounds familiar: You dive into a new marketing initiative for your PT practice, hoping it’s the solution to your patient-attracting problems. It might be online ads, or a new social media campaign. It might be a new strategy for physician referrals, or a series of live events to build community awareness about your services.
What happens next? After a lot of time, effort, and money, you get disappointing results. You might see a short-term spike in patients, but it doesn’t last. Before you know it, you’re back where you started—struggling to get enough patients through your doors, and wondering what marketing strategy to try next.
Your ideal patient.
Developing your patient avatar—the detailed picture of your ideal patient—gives you the direction you need to pursue a successful, growth-building marketing plan.
The more you know about the patient who is a right-fit for your practice, the better you’re able to target them and get them to you your clinic.
Once you know who they are, you can start to reach them where they are. Investing time up front in developing a picture of your ideal patient delivers a whole lot of benefits to your practice:
- For the first time, your marketing is truly targeted. Every marketing technique works better when you know exactly who you’re trying to reach.
- You’re not wasting time and money attracting patients that aren’t a good fit for your practice. You’re building a rock-solid patient base in the market of your choice.
- You get to work with people who inspire, motivate and energize you to do your best work.
- You’re differentiating your practice from everyone else’s. That helps even more right-fit patients find YOU. It also adds dollar value to your practice—and makes it more attractive to potential buyers down the line.
Here are 4 questions to help you start to identify your ideal patient and reach them where they are:
What are the qualities, values, characteristics you want in your patients?
Think about who they are, and what’s important to them. Include everything that you want to see in a patient, from their age and fitness level to their commitment to health and wellness, and their ability to be on time.
What are their most significant challenges?
There are no shortage of pain points out there to address. What are the PT problems you’re most interested in solving? Your ideal client has a set of goals, and obstacles in the way of achieving those goals. What do those obstacles—and goals—look like?
Who else provides services to your ideal clients?
The other organizations serving your ideal client become your natural network for relationship-building and referrals.
Do I have relationships with any of these people or groups?
Relationship-based marketing is the most effective, durable marketing strategy for practice owners. Once you have a picture of your ideal client, and a sense of where they go, you can start building relationships with the people who are helping the people you most want to help.
Are you tired of experimenting with practice growth strategies that don’t deliver?
FREE for a limited time, get my Patient Visit Multiplier, your guide to the most effective, proven strategies for growing your patient base and increasing referrals.