Transcript pk 1 - KUPT2015

Marketing & Physical Therapy
Katie Salmans, Kari Langsenkamp,
Nick Wedel, Nicole Gravino,
Rachel August
Marketing The Physical Therapy
Profession
Marketing Yourself as a Professional
Marketing Your Physical Therapy
Company/Business
Marketing the PT
Profession
What we do as physical
therapists is likely very
different from what those
outside our profession think
we do
Example
Misconceptions about the
PT Profession
No one else is correcting the misconceptions
It's our responsibility to our profession to portray
physical therapy in a positive light and challenge
the false perceptions of what we do
How can we do this?
Must provide quality information that is readily available and
understandable to the general public
Examples:
Blogging
Wikispace
Social Media
Facebook/Twitter
Marketing Yourself as a
Professional
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Marketing yourself to other health care
professionals
Marketing yourself on social media
Marketing yourself for jobs, interviews, etc
Marketing Yourself to other Healthcare Professionals
Marketing yourself to Orthopedic Surgeons
Values
Philosophies
Clinical Specialty Areas
Statistical Analysis of Patients
Marketing to General Care Physicians
Values
Philosophies
Clinical Specialty areas
Statistical Analysis of Patients
When to refer PT
Evidence and Studies
Social Media
Facebook
Clinic Page
Personal Page
Twitter
Information Links
Respond to General
Inquiries
LinkedIn
Online Resume
Experiences
Professional Connections
Information Sharing
Marketing Yourself as a
Professional
Appearance
Professional Attire
Upgrade your undergrad wardrobe!
Comfortable
Not too tight, tailor clothes if necessary
Worth the $$ to invest in some items that
will last
It's cliche... but you
only get one chance for
a first impression!
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When in doubt, wear a suit
Bring a briefcase or portfolio
and be prepared to take
notes
Student Discounts
White House Black Market
J. Crew - 15%
Target - Online 10%
Anne Taylor - 20% (Loft 15%)
Banana Republic - 15%
Frequently isn't advertised - so always ask!
Behavior
Be engaged in conversation, ask questions, and be
confident in what you have to offer
In some situations - you obviously are not representing
yourself as a professional. Others aren't so obvious.
Every new person you meet could be an opportunity.
Resumes - the 3 C's
Clear
Only include information relevant for the position
you are seeking
Concise
1 page!
Clean
Neat and easy to read.
PROOF-READ IT!
LinkedIn
Easy way of managing resume and making
connections
Your resume doesn't have to be
on scented paper to be
fabulous!
Marketing Your PT
Company/Business
Conventional Methods:
Newsletters
Business Cards
Electronic Mailings
Unconventional Methods
'Friendtelligence'
Building business connections
Making the 'right' friends
Other health professionals (Doctors,
nurses, etc)
"It's not what you know..."
Become a friend to the community and
earn their trust
If customers trust a community, they
will trust a brand/business
Word of Mouth
Not just word of mouth, but
the RIGHT word of mouth
Control your fate by
controlling what people say
about you
How can you control word
of mouth?
Be available to the community
Hold an open house
Create open forums on your website, blog, etc. for
consumers to ask questions
Once they are in your clinic, make sure to keep them there
Make customer feel special every time they enter the clinic