How I Developed Marketing Skills

    First of all, as a student I never considered myself a “business” person. I was never a “schmoozer,” the term “networking” made me uneasy, and I was/still am highly conscious of imposing myself upon others. That said, my mindset changed when I realized how many people did not know what we, as therapists, could do for them - decrease their pain via conservative techniques, help prevent their next fall, enable them to do what they love for longer. Then it became a need of mine to let anyone and everyone know what we do and how we do it.

Part I: In-Person “Door Knocking” 

    If I had a cancellation or a lighter day in the clinic, I Google Mapped businesses in the area that could be possible referral sources and went door to door with my cards and flyers, just trying to introduce myself and our clinic. There was a day that I hit 6 CrossFit gyms, a rock climbing gym, and 3 medical offices (rather quickly, which is never good), and then went back to treat patients. At most of these places, I received polite “thank yous,” while others met me more enthusiastically; but to be honest, door knocking did not get us much for a long time. One day, I had another cancellation, and decided to brave it and try a YMCA. I thought for sure I was going to be ushered out immediately due to its sheer size and insulated, self-sufficient nature, but instead, the front desk was actually pretty welcoming and before I knew it - a good conversation and a few emails later - I had a meeting at my clinic with several heads of departments for the YMCA. Ultimately, as an outside provider, I was allowed in to assist at an exercise class for clients with neurological deficits (Parkinson’s Disease, etc.), and with my repeated visits anywhere from weekly to monthly as my clinic schedule allowed, I established rapport with the trainer of the class and became a community partner with the Y. I was invited to present at its Parkinson’s Support group on more than one occasion, and through that, met a neurologist who became my number one referral source for patients with neurologic involvement. While door knocking was not the most exciting, it gave me one opportunity that now accounts for 50% of my caseload. If you’re not sure about trying to introduce yourself to a big entity or other intimidating establishment, just try. You truly do not know.

Part II: Online Presence    

Our clinic does have a Marketing Manager, but to be honest, our social media accounts were fairly dry for years. One therapist had a very niche specialty, and that was the main feature of any posts for a very long time. What honestly sparked my interest one day in upping our social media ante was the desire to diversify my patient population. I wanted to reach more people my age (late 20s, early 30s), who I knew had aches and pains, headaches and knee injuries just like everyone else, and knew that my age group relies heavily on good social media presentation for where they take their business, including their healthcare. I started shooting and posting about three videos or posts per week, and made sure that any content would be usable for multiple platforms (all social channels, MD/worker's compensation contact lists, etc.). Our posts that featured more clinic personnel, with more personable and thoughtful introductions as to who we are and individuals and a team, elicited the most responses (and referrals!) we’ve ever gotten in such a short amount of time.  As we have a whole range of healthcare providers in our clinic, our next venture will be the creation of an interdisciplinary blog or collaboration. 

Part III: Always More to Learn