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Physical Therapy Marketing and Advertising That Works

By Planet DDS
July 8, 2021

Doctor holding physical therapy sign


By Dr. Greg Grillo


Pain motivates patients to seek healthcare more than any other reason. While the most proactive consumers choose preventive care, there’s nothing like an injury to move the average person to jump online for answers. Patients who schedule appointments are


three times as likely


to conduct online searches than those who don’t. And


84% of people perform an online search


before choosing a physical therapist.

Physical therapy services relieve pain and restore function, but they can help patients save money, too. Reviews show that patients suffering from lower back pain who seek out physical therapy before any other treatment had


72% lower costs


. But the average consumer doesn’t know about you unless you provide them with insights when searching for help.

A coordinated physical therapy marketing strategy meets consumers where they’re at and delivers solutions tied to your brand.

10 Marketing Strategies for Physical Therapy Clinics


Tools tie together to create a healthcare brand worth remembering. Here are a few physical therapy marketing ideas to include when you design strategies for attracting potential clients to your clinics:

1. Attract Patients With an Offer That’s Hard to Beat


A generous offer motivates consumers to learn more about you. And, ultimately, you’re able to help more people get the care they deserve. Consider ways to lower the barrier to action and encourage people to take the next step. A free initial exam, neck and shoulder massage, or balance evaluation are examples of physical therapists’ offers to engage prospective patients.

2. Run Continuous Campaigns to Capture Attention


Marketing efforts take patience, and direct results can prove challenging to measure. Most people need multiple exposures to a brand before making a purchase decision. While someone may not need a physical therapist today, an unexpected injury may leave them looking for the best private practice in their area. If you’ve entrenched your brand in the local population’s awareness, you’re likely to pop into mind whenever they need you.

3. Capture Leads From Your Website Visits


Good ad copy and enticing offers encourage clicks to your website, but the next click could lead your target audience to another site. Assessments and quizzes embedded in your pages or a blog post prompt visitors to interact on your website. Intentional user experiences have been shown to


increase conversions by nearly 400%


, and contact info gathered through these forms helps initiate ongoing drip marketing through email workflows.

4. Use Google Reviews As a New Patient Strategy


Consumers don’t do much without checking reviews first. From Bluetooth speakers to physical therapists, social proof carries weight.


Research shows


that patients considering physical therapists, chiropractors, and optometrists are most likely to conduct online searches before scheduling an appointment. Reviews add essential support since


94% of patients


use them to evaluate providers.

5. Take Advantage of Google My Business Listings


The average local business listing on Google My Business is


viewed over 1200 times


monthly. That’s a lot of looks from the local community, and you can’t afford to ignore this listing. Local search continues to grow with “near me” searches trending upward for all healthcare services. An accurate listing and top placement in Google Maps catches consumers where they’re most likely to click.

6. Update Your Online Practice Listings Everywhere


Your practice shows up across up to 100 listings, including Google, Yelp, Healthgrades, and more. If consumers don’t find accurate contact information and consistent branding, they’re more likely to consider other options. Plus, SEO takes a hit if your business listings aren’t consistent across the digital landscape. Rely on healthcare marketing services that ensure you’re presented clearly on every platform.

7. Target Potential Patients and Referring Doctors With Facebook


Social media presents a captive audience that’s constantly scrolling. Facebook caters to slightly older people than most platforms. In fact,


90% of older users


use social media to discover and discuss health issues, and you can design campaigns that catch their eye. Running an ad for a free balance assessment that appears to this demographic encourages clicks. You may consider targeted ads to local physicians that build their awareness of what you offer their patients, too.

8. Rank on Google With Search Engine Optimization (SEO)


Consumers who decide to book healthcare appointments


run three times as many searches


as those who don’t, and 5% of all searches relate to health. Optimizing your online content so that it shows up in the top spots pays off, but the magic formula demands diligence, consistency, and expertise. Be wary of “SEO audits” and services that promise a narrow approach to optimization. Blend SEO with multiple aspects of your online marketing, and work with resources that understand healthcare.

9. Drive Referrals by Requesting and Rewarding


Online reviews cement credibility, but word-of-mouth still directs many patients to your practice. If you help patients regain mobility, eliminate pain, and improve the quality of their lives, they’ll talk up their patient experience. But digital tools that encourage your patients to serve as referral sources and reward them with thank-you notes and gift cards reinforce behavior. Since


92% of people trust recommendations


from family and friends, this built-in marketing system can help grow your practice.

10. Track Your Results Like a PT Marketing Pro



Over 75% of marketers


fail to apply online behavioral data to their marketing campaigns, although this information is available. That oversight creates inefficiencies and opportunities for other businesses to beat you to the punch. For example, nearly


one-third of consumers use online searches


to find local businesses every day. Understanding trends and search patterns help fine-tune campaigns for optimized ads.

BONUS TIP: Add Telehealth Visits to Help More Patients


Virtual healthcare exploded during the COVID pandemic, but don’t expect consumer expectations to fade as life returns to normal. A


new study


found that physical therapy telehealth visits used for post-op care produced similar outcomes to clinical visits while saving money. Offering virtual care provides a unique marketing message to share and helps drive even more referrals.

Physical Therapy Digital Marketing That Works


Physical therapists enjoy more ways to reach patients and refer doctors than ever before. But the complexity of physical therapy digital marketing demands a coordinated strategy that adds these eleven tips to dozens more.

As champions of practice growth, Legwork offers the healthcare industry’s first marketing growth platform that helps deliver an exceptional experience across the entire patient journey. From search marketing to mobile-optimized websites and seamless campaigns, Legwork knows healthcare and all the tools that physical therapy practices need to thrive.

Want more tips on attracting patients through digital advertising? Download our free eBook,


How to Convert More Patients With Digital Ads


.