PRIVATE PRACTICE - Marketing 101

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    • Non-Member - $695
    • PT Member - $500
    • PTA Member - $500
    • Student - $150
    • Post-Professional Student - $150
    • *Further discounts may apply once you log in.

This course was recorded in 2015 | Free to APTA Private Practice Members!

 In this 5-part module, learn how to define your target audience and develop a brand promise that engages customers. Discover marketing best practices and tools to develop your marketing plan and accompanying budget.

Module 1: Marketing, Planning & Budgeting - This module will showcase some simple exercises that should be done by all PPS members with their clinical teams to help identify and define target audiences and develop a brand promise that engages potential and existing customers.

Module 2: Marketing, Planning, & Budgeting Process - This module will walk you through the marketing planning and budgeting process. It includes downloadable tools for your use in developing a marketing plan that supports your business goals. All practices will benefit from a business plan that is supported by a detailed marketing plan. This video and associated tools will walk you through environmental scanning, marketing planning, and accompanying budgets and introduce marketing best practices.

Module 3: Referral Source Marketing - External marketing is a strategic initiative designed to grow your practice! It requires a team approach, a message, and a plan! A common strategy includes marketing to referral sources with strategic communication approaches designed to build trust and collegial communication. Explore specific strategies designed to initiate referral relationships or grow them beyond their current level. Understand the importance of creating long-term collegial relationships versus short-term sales!

Module 4: Internal Marketing to Grow Your Private Practice - Learn how to use internal marketing efforts to grow your business. The essence of any marketing plan must begin within the walls of your practice. How will you brand and build your practice so that your customer has a unique and positive experience? Certainly, it begins with your team, but essential processes must be in place to ensure that you are creating a raving fan who not only is loyal to your practice but willing to be a word-of-mouth marketer to their family, friends, co-workers & doctors. Growing your practice from the inside out is the key to practice success!

Module 5: Consumer/Community Outreach & Marketing - Building consumer & community awareness for physical therapy and your practice requires a strategic approach. You must identify who your marketing targets will be and look for opportunities to educate and promote your services. Creating a well-thought-out plan involves connecting with consumers in the community with both information and personal interests. Explore in-person & social media promotional ideas and how they integrate to create the best results. Join us in identifying great opportunities in your own community & leveraging your knowledge and personal skills to bring new customers to your practice with or without referrals!

Lynn Steffes

PT, DPT

Dr. Lynn Steffes has over 35 years of experience as a physical therapist and over 25 years as a Healthcare Consultant, specializing in Private Practice Marketing, Compliance and Practice Management. She has served as adjunct or Guest Faculty for 6 Doctoral Physical Therapy Programs on business topics. Dr. Steffes has served on the Board of Directors for the Private Practice Section and speaks annually at every Private Practice Annual Meeting, as well as for the Section at the APTA Combined Sections Annual Meeting. She is also a frequent contributor to PPS Impact Magazine on marketing and a variety of business development topics and serves as the Wisconsin Physical Therapy Association Payment Specialist.

Dr Steffes is a passionate advocate for the Physical Therapy Profession and has served as a Key Contact for both PPS and the APTA. She has testified, helped in both reviewing and writing policies as they relate to PT Practice. She has been on faculty and involved in the curriculum development for the EPPM Program since its inception and also serves as a lead instructor for the EIM Business Course offered to EIM Residents and Fellows.

Scott Wick

Director of Marketing
Therapeutic Associates Physical Therapy

Course Instructions

  1. Click on the Contents tab to watch the course recordings.
  2. Click Fill Out Survey under the Evaluation listing to provide valuable course feedback. Scroll down on all questions as there may be answer options that expand past the size of the window.

Need Assistance?

For assistance logging in, accessing activities, claiming credit, or for other questions or concerns, please e-mail learningcenter@apta.org. 

Key:

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Modules
Marketing, Planning and Budgeting, Module 1
Open to view video.
Open to view video. This will showcase some simple exercises that should be done by all PPS members with their clinical teams to help identify and define target audiences and develop a brand promise that engages potential and existing customers.
Marketing, Planning, and Budgeting Process - Module 2
Open to view video.
Open to view video. This module will walk you through the marketing planning and budgeting process. It includes downloadable tools for your use in developing a marketing plan that supports your business goals. All practices will benefit from a business plan that is supported by a detailed marketing plan. This video and associated tools will walk you through: environmental scanning; marketing planning; accompanying budgets; and introduces marketing best practices. Takeaways: •Understand what you can expect to glean from viewing each marketing video module •Marketing defined - why it’s important and who is responsible for it •Tips for defining and capturing your audience •Building your brand and reputation through social media, your clinic, and your clinicians.
Referral Source Marketing - Module 3
Open to view video.
Open to view video. External marketing is a strategic initiative designed to grow your practice! It requires a team approach, a message and a plan! A common strategy includes marketing to referral sources with strategic communication approaches designed to build trust and collegial communication. Explore specific strategies designed to initiate referral relationships or grow them beyond their current level. Understand the importance of creating long term collegial relationships versus short term sales! Takeaways: •Recognize the value of utilizing every employee in your marketing efforts •Understand how to define your competition •Learn how shaping the overall customer experience can play into your marketing plan •Know what it takes to sell the value of physical therapy
Internal Marketing to Grow Your Private Practice - Module 4
Open to view video.
Open to view video. Learn how to use internal marketing efforts to grow your business. The essence of any marketing plan must begin within the walls of your practice. How will you brand and build your practice so that your customer has a unique and positive experience? Certainly it begins with your team but essential processes must be in place to insure that you are creating a raving fan that not only is loyal to your practice but willing to be a word-of-mouth marketer to their family, friends, co-workers & doctors. Growing your practice from the inside out is a key to practice success! Takeaways: •Learn strategies for developing rapport with doctors and convert them into long-term referral sources •Understand prospecting, qualifying, and contacting physicians for referral sources •Set goals and know how to measure the success of your marketing efforts •Recognize the value of the following marketing tools: the new patient program; target marketing campaigns; physician profiling; and community events
Consumer/Community Outreach and Marketing - Module 5
Open to view video.
Open to view video. Building consumer & community awareness for physical therapy and your practice requires a strategic approach. You must identify who your marketing targets will be and look for opportunities to educate and promote your services. Creating a well thought out plan involves connecting with consumers in the community with both information and personal interest. Explore in-person & social media promotional ideas and how they integrate to create the best results. Join us in identifying great opportunities in your own community & leveraging your knowledge and personal skills to bring new customers to your practice with or without referrals! Upon completion of the course, the participant should be able to: •Learn how to use speaking engagements to educate your community and increase brand awareness •Know how to convert loyal patients into brand ambassadors •Understand how integrating a social media & email strategy can bring in new patients •Use your website and microsites to advocate, educate, and increase brand awareness
Course Evaluation
Evaluation
15 Questions
15 Questions Please respond to the questions below. Thank you.