September 22, 2020  
 
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Marketing a Physical Therapy Business

Small and medium size physical therapy businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.

A single characteristic divides today's best physical therapy businesses from companies at the bottom of the food chain.

What to know the characteristics that distinguish leading physical therapy businesses from other businesses in the industry? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.

Technological Expertise

The PR and marketing community has embraced technology with open arms, transforming basic marketing concepts into sophisticated, tech-driven systems and solutions. The consequence for physical therapy businesses is the use of technological solutions to connect with customers, boost visibility and exploit weaknesses in the marketplace. Despite the initial cost associated with many technological solutions, the long-term payoff for the right technologies almost always outweighs the upfront expense.

Geolocational Marketing

Smartphones have added a new wrinkle to small business marketing. With little or no effort, users can transform their mobile device into a highly functional tool for location and navigation. Since you're a physical therapy business marketer, geolocational features can be a powerful weapon in your marketing arsenal. Geolocational marketing is an emerging trend. It's difficult (if not impossible) for small businesses to get in on the action without the assistance of a marketing firm that is experienced in creating mobile-based marketing strategies. Although cutting edge marketers are tailoring promotional messaging based on the viewer's current location, it may be enough to explore ways for consumers to be made aware of the presence of a physical therapy business that is closest to their present location.

Marketing Ethics

Ethically challenged marketers are a dime a dozen in today's economy. Successful physical therapy businesses avoid marketing tactics that exploit their customers. If direct mail is part of your marketing mix, you should also make sure your mailing list provider adheres to ethical standards in the collection of contact information. Premier vendors are safe bets since they have established themselves as reputable mailing list providers.

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