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Clinical Solutions Blog

7 Rising Challenges of Physical Therapy Marketing (and What to Do About Them)

Posted by Rick Lau on Apr 13, 2016 10:38:18 AM

7 Rising Challenges of Physical Therapy Marketing


Healthcare is changing at a faster pace than any of us could have predicted. As a clinic owner, how do you deal with these rapid changes?

Compared to 5 years ago, practitioners are faced with growing complexity from every single angle. And, the rising challenges of physical therapy marketing seem to cross all borders - competitors, funding, consumers, systems changes, digital technologies - you name it, each area presents its own complexities!

Feeling ovewhelmed? You're not alone!

That’s why today we’re going to talk about 7 of the most prevalent rising challenges facing clinic owners right now. Then, we’ll talk about one of the best possible solutions to all of these challenges - something you just can’t afford to miss.

Ready to dig in? Let's go...

7 Rising Challenges of Physical Therapy Marketing

1. Competitors on every block

I recently searched Google for physiotherapy clinics in Vancouver. It came up with 19 clinics in a 2 km radius - that’s like 1 clinic every 105M. And this doesn't include chiropractic or massage therapy clinics!

It seems like every which way you turn there’s a new physiotherapist or multidisciplinary clinic opening in every block. The fact is, it’s not getting any easier.

Unless you step up and do something about it, you’ll be left for dust!

Get More New Patients For Your Clinic

Learn how I can help you. Click Here... 

2. Shrinking funding models

Back in the ‘olden’ days, most health care plans had $500 for each physical therapy health speciality. Today this isn’t the case. Most plans are now more like a flex plan with an allocated amount across a variety of health specialities. Typically this includes a maximum of $750 per annum that will cover only 80% of a wide range of practitioner services.

Essentially, instead of a maximum coverage "by professional," now there is generally a maximum for "all professionals."

While this is good for patients - giving them a much larger choice of services, and practitioners - many more now being able to provide rebates, it also means something else - A LOT OF COMPETITION!

Even the health insurance industry has now become a MARKETING GAME and relies on how well your clinic is marketing, acquiring leads, and converting those leads into regular patients.

3. Higher consumer demands

According to a report by the College of Physiotherapists of Ontario:

The shift from dealing with “patients” to interacting with people (before they actually become patients) is a trend that is just beginning to emerge.”

This means the new generation of healthcare consumers are very different. They want to be part of the conversation, they want to understand their options, and be active participants in their treatment.

That’s all very well but services are faced with having to deal with more complex and chronic conditions, along with comorbidities that require more complex treatment plans (and time).

Developing therapeutic-alliances and a service-oriented organizational culture that meets the higher consumer demands is now more important than ever, which is why you need to know how to do it effectively.

4. Evolution of health systems

Technology is simply part of life in the 21st century. But it’s not only forced businesses to ‘get with the program,’ it’s also forced the evolution of health systems, too.

College of Physiotherapists of Ontario report says:

While there is evidence that change is being driven from formal institutional initiatives and government mandates, it is clear that there is more rapid change occurring in the consumer-facing side of healthcare, with the explosion of apps and the general availability of health information afforded by the Internet.”

Globally, healthcare systems are experiencing similar challenges due to demographic shifts, advances in technology, chronic diseases and increasing rates of disease.

There’s no doubt that right now is a challenging time for everyone.

But the question is: How are you going to deal with these changes and challenges and stay ahead of the competition?

5. Difficult to manage millennials workforce

As a clinic owner you are probably hiring people between the age group of 15-35 years, this age group is known as millennials. In 2015, they became the largest generation in the workforce.

But, if you are hiring them, you’ve probably noticed that they don’t quite think like other age groups. In fact, sometimes it just seems like a struggle - they don’t talk, listen, or engage the way you want them to.

Well, if you want to tap into the millennial talent pool and keep them on your team, you simply have to adapt to their new modes of thinking. The question is how?

6. Every paramedical service claiming to fix back pain

Oh yes, let’s get back to the good ‘old days’ again. Once it might have been just physiotherapy and chiropractic services offering to fix back pain.

Now it’s:

  • Acupuncture
  • Chiropodist
  • Chiropractor
  • Massage Therapist
  • Osteopath
  • Physiotherapy
  • Podiatrist
  • And others

Yep, you name it. They are all out there claiming to fix patient’s back pain. Not to mention providing every gizmo to them to fix it as well!

7. Digital marketing getting more expensive and difficult

Most clinic owners find it hard enough as it is to navigate the world of online marketing. Now even Google Adwords has made the competition more fierce.

The new Adwords changes limit ads to 7 per page (prior 11 ads) with no right hand side advertising. This is now dedicated to products, which is great for companies like CSC but not so great for service based businesses.

According to a report by the College of Physiotherapists of Ontario, physiotherapists are well known as being late adopters of technology - not good! As a clinic owner, it’s about time you turned that around because it’s absolutely critical that you know how to effectively market yourself online  before you get left behind!   

The Solution to Your Physical Therapy Marketing Challenges??

How do you advance business and practice skills and at the same time advance your own learning to become a skilled expert - in both business and clinical practice?

How do you overcome these challenges?

You attend the Physiotherapy Mastermind Workshop, that’s how!

The Canadian Physiotherapy Association is holding a Physiotherapy Mastermind Workshop where leading experts are going to present new ground breaking information in the creative format of TED Talks.

Meet the CSC Team - prizes to be won!

Before we share the great stuff you can learn and the impact it will have on your business, let's just say the CSC crew will be attending the workshop (Hooray!!), so you’ll get to meet Sara and Kaley.

There will be lots of fun at the CSC booth and we’ll be doing lots of fun giveaways too!

GRAND PRIZE: And, to our amazing grand prize...a $500 travel voucher!

Okay, prizes are fun and great but the most important thing is….drum roll please...Rick Lau, CEO and Founder, will be presenting an awesome TED Talk about the latest, most cutting edge marketing and lead generation strategies.

The Latest Cutting Edge Physical Therapy Marketing Strategies

That’s right, our very own Rick Lau, healthcare entrepreneur extraordinaire, will be presenting a TED Talk that gets right to the core of the latest cutting edge marketing and lead generation strategies you need to know so your business doesn’t get left behind.

Your business growth is determined by how well you do marketing, period!

Rick is proof of this, CSC experiencing growth by 65% in 2015, with 300% growth in SEO - that’s pretty massive right?!

Rick knows what he is doing!

Do you?

Most clinicians and clinic owners have it all WRONG!

They are focusing on providing better service and while that’s important it can also make you a complete slave to your business...unless…you’re using the latest cutting edge marketing and lead generation strategies.

You need to learn about the most advanced modern marketing strategies that will not only optimize your clinic operations, but free up your time, allowing you to work on your business, not in your business.

Rick’s TED Talk will change the way you do marketing and accelerate the outcomes of your practice on every single level!

You’re Invited to Join Us at the CPA Physiotherapy Mastermind Workshop

TED Talks are designed to be ground breaking, informative, and incredibly inspiring.

Each expert delivering creative presentations, followed by open discussions, and practical advice on how to implement their ground breaking strategies in your clinic.

You absolutely do not want to miss this workshop. It will help you overcome all of these marketing challenges! 

Leading TED Talk Experts

Here’s an overview of what’s in store:

  • Darryl Yardley’s TED Talk explores how core business and practice management components can help clinicians thrive in today’s highly competitive environment.
  • Randy Goodman’s TED Talk delves into the power of your personal brand and how to establish yourself as a thought leader.
  • Rick Lau’s TED Talk gets right to the core of the latest cutting edge marketing and lead generation strategies you need to know so your business doesn’t get left behind.
  • Wendy Coombs’ TED Talk identifies what truly makes you an entrepreneur and helps you define ways to develop niche practices to skyrocket your business.
  • Darryl Yardley’s 2nd TED Talk presents a structured and systematic approach to clinic benchmarking and performance measurement that will guarantee powerful and effective growth.
  • Jim Millard’ TED Talk cuts to the chase and shows you who patients really are, what they really want and how to change the face of your business to attract neverending patients.
  • Tanya Yardley’s TED Talk shares how to build a successful team and inspire employees for rapid growth.

CLICK HERE to Register for the CPA Physiotherapy Mastermind Workshop

This workshop will help you reach new heights and most importantly, outrun the competition!



FREE "Marketing Pulse Check" valued at $500

Your marketing pulse check includes:

  • Grade Your Call Performance - discover how strong your clinic is when it comes to answering and managing phone calls
  • Your Local Competitive Analysis - reveal where you truly fit in the marketplace
  • Your Visibility Score - make it clear how visible you are to customers
  • Adwords Pulse Check (if applicable) - identify how well your marketing budget is delivering a return on investment

Just forward your registration confirmation to CSC to redeem this special bonus.

CLICK HERE to Register for the CPA Physiotherapy Mastermind Workshop Now

We hope to see you there. It will be a transformational business event with lots of fun - and giveaways of course!


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CPA Mastermind Workshop 



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