The 5 Step Marketing Strategy for Growing Your Practice's Neuro Wellness Program
Do you have a Neuro-Wellness Program (NWP) that you'd like to see grow and prosper?
If so, you're in the right place.
(Not sure what an NWP is or how to go about starting one? Check out part 1 of our blog post here: Should Your Physical Therapy Practice offer a Neuro-Wellness Program? (Plus: 2 Steps to Determine What your Patients Really Need))
Today we're going to dive into the 5 easy-to-implement steps to marketing your NWP so you can get more patient's participating (and thriving) in your programs.
Please note: If you're a total marketing newbie, this will still be a great place for you to start. Often just taking a few hours to set up a marketing strategy like the one I've outlined below can make a HUGE difference in the level of participation you'll see in your program.
Let's get to it!
Step #1: Start with the End in Mind
This step is all about figuring out WHAT you should be offering so that, in future steps, you can start working backward and figuring out how to market it most effectively. We covered how to figure out the WHAT in depth in Part 1 of this blog post here, but here's a brief recap:
Determine WHO your ideal participant is --> SURVEY them --> TEST the program to see how it works --> REVAMP *
*Once you've revamped your program, worked out the kinks, and fine-tuned what you're going to be offering (and at what price), then you will have the end in mind. This is the space where you get clear on WHY people want it and is KEY when you're trying to work through how to talk with people about it to fill your seats, either in-person or online.
Step #2: Put Yourself in Their Shoes
As you're getting ready to spread the word about your program, it's important to realize this:
The people you're going to speak to about your programs don't know anything (and probably don't care) about what you do or why you do it. They ONLY care about how you can solve their problems, save them money, save them time, or make their life easier.
Please don't be offended! This doesn't mean you don't do *amazing* things for your patients. It just means that they likely don't understand how you can help them. And, unfortunately, simply telling them you offer balance classes 2x/week isn't enough of a driver for people to call up your clinic and book a spot.
You have to put yourself in their shoes and talk to their hopes, desires, and fears.
Here's an example:
Someone who has never exercised in their life and doesn't know they need to is not going to purchase any online program or 1-on-1 service. However, they may be fearful of their disease progress and feel hopeless against the disease. My job (and yours) is to meet them there, let them know that exercise is what will help them take back the control over their diagnosis through your social media posts, advertisements, etc.
Step #3: Meet them Where They Are
Have you heard the phrase, "Content is King"? This is precisely where that mindset comes into play.
As Paul Gough would say, this is the step where you "build a bridge" between your potential clients and your NWP with free content.
Here are some examples of free, highly-valuable resources (aka "lead magnets"):
- Online Exercise Challenge
- Private Facebook groups
- White Papers / Downloads
(These can also be great ways to lead people into your 1-on-1 PT services)
The Keys here are to:
- Provide a highly VALUABLE resource
- Make it STEP-BY-STEP so they can succeed
- Help them realize their PROGRESS
- Give them a sense of COMMUNITY
- Stay ENGAGED with them & build a RELATIONSHIP
There are literally 100s of ways you can provide your clients with valuable information and resources. If you're stuck, here's a great question to get you thinking:
"What does your audience need to know, feel, or realize before they're ready for your NWP?"
Let the answer to that question spur some creative ideas.
To continue the example from #2 above (someone who has never exercised in their life), here was what they need to know, feel or realize:
Once they've started an exercise program and understand the power of exercise as medicine, I can offer them a more comprehensive online program or physical therapy services. This means that I may be best creating a free exercise challenge or 3-part exercise video series.
Remember: We're here to help people first-and-foremost. It's important to have an effective marketing strategy (which means people actually convert into paying clients), but you should not skimp on your free content and then hope people will pay you for your expertise. If you're genuine, real, and helpful with your freebies, then people will trust that you will take care of them when they become (happy) paying customers!
Here are some topic ideas to get your creative juices flowing:
- Multiple Sclerosis - "Build Your Core" Pilates Challenge
- "Calm Your Nerves" Stress-reduction Challenge
- "Wake up Your Brain" 15-minute morning stretching Challenge
- A CarePartner Restoration Program
Step #4: Create a Follow-Up Plan
They key to an effective marketing plan is following up with the people who used your free content, participated in your challenge, etc. (i.e. "leads") and gently guide them (if appropriate) into the next step that brings them closer to your NWP.
You can follow up via phone or email (there are ways to make emails automatic through services like Aweber, MailChimp, Convert Kit, Active Campaign, etc.). You want to follow up and ask: "How did it go? Why did you join the challenge / attend the webinar / download the free report? What success did you have? Did you have any obstacles or challenges?"
Then... listen! They're going to share with you exactly what they struggle with and what their goals are. Use their language, not yours. Answer their questions. Provide additional resources. Where appropriate, talk about how your NWP is a good fit for them to continue their success or help them overcome their obstacles to achieve their goals. Don't be pushy. Come from a genuine place where your #1 goal is to help them succeed.
When/If they're ready to take the next step and join your NWP, provide them the steps they need to reserve their spot and how they can reach out if they have questions in the meantime.
Congratulations! You've just "converted a lead" into a paying customer. AND improved someone's life in the process. Talk about a win-win!
Step #5: Track Your Numbers
All good business owners keep track of what's working and what's not in their practice. It doesn't have to be super fancy, but you should know these basic #s about your marketing effort:
- How many "leads" you generated
- How many of these "leads" "converted" to paying for the NWP
- How much $ you spent to get each "lead" and "conversion"
- How much revenue you generated from the effort
I'll be honest - numbers are not my favorite thing to track! However, setting up a basic spreadsheet is very helpful to make sure you're spending your hard-earned dollars wisely. The future of your practice depends on it!
That covers the 5 steps to growing your NWP. In the beginning, don't worry about it being perfect. You'll learn the most by putting something out there, tracking your results, and tweaking your strategy as you go.
So, I'd love to hear from you...
What's your strategy for growing your Neuro-Wellness Program?
Share it in the comments section below, or head over to our private Facebook community, NeuroCollaborative Professionals, and share it with the group to get input and support while you grow your NWP!
Cheers to your #iloveneuro spirit!
Sarah King, PT, DPT
More Helpful Marketing Resources
Marketing for Physical Therapy in 2017 by Ben Fung, PT at UpDoc Media
Epic Guide: How to Market Your Physical Therapy Clinic by Heidi Jannenga at WebPT
Great Read: Traction - How any Start-Up Can Achieve Explosive Growth by Gabriel Weinberg