When deciding on what to write for your Physical Therapy marketing it is important to first establish who you are writing for.
Who is your target market?
Sure, your target market consists of those people needing physical therapy, but it is much more than that.
You need to answer more specific questions:
Where do they live?
What is their age?
What are their interests?
What is their schedule like? Can they come to therapy during the day?
What are their fears about physical therapy?
What do they want to get out of physical therapy?
When you begin to answer questions like this you start relating to your target market. Your articles need to first establish your target market (young athletes, elderly, pediatrics, weekend warriors etc.)
Next, you have to determine what problem or fear this person has. Your article positions you as a solutions provider. You can’t provide a solution without knowing the problem you are solving.
Let’s take some examples:
Athlete age 15-30 with injury.
Fear: “Can I return to my sport? When?”
Solution: Articles on common athlete injuries, explanation of anatomy, expected prognosis.
Patient age 60-90 deciding on whether to have TKR.
Fear: “What is the therapy like. I heard that it’s painful. How long will my therapy last and will I be able to play golf again?”
Solution: video interview with orthopedic surgeon talking about the procedure and pros/cons. Article on post surgery rehab duration, prognosis. Video of various exercises that will be used during their therapy. Answer about golf and other activities post TKR.
Does this make sense?
It’s about placing yourself in your patient’s shoes.
Next, you need to make sure that your article has the keywords you are writing for. In other words, lets say that our patient above who is considering a TKR goes online. What words will they be typing in to find answers to their questions.
total knee replacement, physical therapy for total knee replacement, arthritis in knee etc.
A good way to find these keywords is to visit the Google Keyword Tool This is a free tool which shows you how many people are searching for certain keywords and will also give you similar keywords.
Once you have these keywords you want to make sure that they appear in your article. When someone does a search in a search engine for “physical therapy for total knee replacement” the search engine will see your article and since it has that keyword in it, your site will appear for this prospective patient.
There’s more to ranking in the search engines (aka Search engine optimization or SEO) but this should get you started with what to write about, video tape or voice record.
Remeber, write for your patients problems and fears and be their solutions provider.
