What would be the main purpose of a physical therapy marketing plan or any marketing plan, for that matter? To create want for your services that translates in public reaching interested in your services.
So, in order to create want, would you agree that the first thing you need to establish is what need the public has for your services?
There are several levels at which you can establish what the need is: one of them is finding out the demographics in your area. A research like this can be done on the internet. Going further with this, establish some statistics for these demographics that relate to your services. For example, if there is a percentage of the population in your area that is above 65 years of age, the statistic would be what percentage of these people historically need physical therapy and of these, what percentage actually seek and get it. These percentages will give you a somewhat accurate number of potential patients from that group.
Once you have a good idea of what groups within the demographics of your area are the more numerous in potential, you can now decide which group you want to promote to first, to create the want.
If with this article I accomplish to get you to realize how many steps you need to do prior to getting bright ideas of graphics in promotional pieces, I will feel I am getting some place.
Many times I get clients who start their marketing plans from getting a graphic designer or one of their relatives who is pretty good at this, to present ideas of promo pieces they thought would be good. I don’t want their willingness to help to go unacknowledged, but skipping so many steps in the plan to get to that can waste you a lot of money, effort and time. So, start early in the plan as above and know more data before you start sending promotion.
