PRIVATE PRACTICE - Marketing Bench Marking: Using Data to Maximize Profits

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This course was recorded on February 19, 2020

Why did this patient come to your practice? An accurate answer to this question provides access to valuable data that can be used to measure the effectiveness and return on investment of marketing initiatives. This course will begin with the Why: why it's important to collect the data. Next, we will introduce a categorization system developed to help practices gather useful data, including best practices for gathering this information. Finally, we will provide examples of how this data can drive successful marketing initiatives.

Learning Objectives

Upon completion of this course, participants should be able to:

Understand and be able to use this PPS-developed system to categorize new patients based on primary and secondary influencers.
Implement a system to collect data on new patients accurately.
Measure the return on investment for specific marketing initiatives.

Michelle E. Collie


Michelle has served on the PPS Marketing and PR committee since its inception in 2011, and has been the chair for the last 3 years. In this time she has published over 40 articles on marketing and public relations in the Impact magazine; led the development of the FitFactor, @myphystherapist, the PPS Monthly Marketing Toolkit, and the 99 Marketing Ideas project; presented and facilitated discussions at the PPS annual conference; and hosted webinars on marketing and public relations. Michelle is the CEO of a multi-clinic private practice with locations in Rhode Island and Massachusetts that has continued to grow annually with strategic marketing efforts, year over year. Performance Physical Therapy was the recipient of the 2014 Jane L. Snyder Practice of the Year award.

Scott Wick

Scott is a founding and current member of the PPS PR & Marketing committee. he contributes to initiatives like 99 Marketing Ideas, Marketing 101 Video Series and Monthly Marketing tool kits. Scott has over 20 years of healthcare experience with Therapeutic Associates and built the marketing department from the ground up to serve the now over 90 clinical locations. He serves as a guest instructor for PT curriculum at various universities, guest instructor with Evidence in Motion transitional DPT program on Marketing and Faculty Member with TAI University. He is an author and instructor for the PPS Marketing 101 Video Series.

Course Instructions

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