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7 Ways to Market Your Private Practice

December 30, 2021
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Owning a physical therapy practice means wearing many hats. On any given day, you’re the clinician, accountant, salesperson, administrator, social media manager, and, yes, marketer–the role we love to avoid. It’s one thing to have the skills; it’s another to convince patients yours are superior. Lucky for you, we’ve gathered some helpful, (mostly) free tips on how to market your private practice…no experience necessary!

Tip #1: Hone your audience

There’s a saying that if you’re talking to everyone, you’re talking to no one. Narrowing your audience gives you a better chance of touching the right person at the right time. Do overhead athletes make up the majority of your patient population? Can you use your vast knowledge of the pelvic floor to treat folks with sexual dysfunction? You can serve more than one type of person as long as you get specific about who they are.

Tip #2: Clarify your message

Once you know your audience, it’s time to refine your message. On average, you have 15 seconds to capture a website visitor’s attention. You won’t do that by centering yourself no matter how impressive your skills or credentials. Review your current website copy to identify areas of opportunity. Can you cut out unnecessary technical jargon? Write shorter, clearer headlines? The ultimate goal is to create a memorable, repeatable message which highlights patient problems and unique solutions. Suggested reading: Building a StoryBrand by Donald Miller.

Tip #3: Give the goods away for free

Imagine asking someone out on a date on the condition they have to buy you a new outfit, drive you to the restaurant, and pay for dinner. Not the best sell, right? That’s a lot like asking potential patients to schedule an appointment the moment they land on your homepage. To create a reciprocal relationship and build trust, give prospects something they can use in exchange for their email address. In other words, create a lead magnet (e.g. a one-week meal plan to help fight inflammation or a short video that demonstrates at-home exercises to do between PT sessions).

Tip #4: Automate, execute, repeat

Once you have a nice collection of email addresses, it’s time to market your private practice the easy way. Pick an affordable email automation platform, sync your contacts, and write some short, engaging copy! Briefly introduce yourself in a welcome email before reminding potential patients how you can help them live a healthier, more fulfilling life. Put your new messaging to work with a problem/solution framework for each email. This is also a good time and place to share new patient promotions and time sensitive deals.  

Tip #5: Post with intention

Twitter, YouTube, Facebook, Instagram–should you join them all? Not necessarily. When it comes to social media, think quality over quantity. Pick one or two platforms to which you can realistically commit and run with them. Be strategic though–create a plan that (surprise!) centers your audience. Figure out where they spend most of their time. What kind of content might they find educational, useful, or entertaining? Establish content pillars to keep you focused then start posting! Don’t overthink it too much–just be consistent and keep an eye on the analytics to understand what’s working.

Tip #6: Don’t shy away from referrals

Referrals are one of the easiest ways to grow your business, so don’t be passive! Assumptively ask patients which friends, family, or coworkers need your services. Timing is everything here, so don’t inquire as they’re rushing out the door. Try engaging with them on the table where you have their full attention. Ask your email list to tell a friend (remember those automations you set up earlier?) or leave a review on your Yelp or Facebook page. A happy patient is your strongest ambassador. 

Tip #7: Prioritize your professional growth

As a physical therapist, your hands must deliver what your marketing promises. Make good on those claims by continuing your education and expanding your skill set! Consider how you can stand out from the competition with a niche modality like Counterstrain. It’s never too late to build a new foundation from which you can continuously expand. With technique mastery will come a solid reputation and constant flow of new patients in desperate need of your help.

Learning how to market your private practice doesn’t necessarily require a lot of money, but it does take time. Work at your own pace and remember that some marketing is better than radio (OK, internet) silence. To gain the skills you need to take your business to new heights, explore upcoming courses from The Jones Institute.

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      Shannon Arndt, MSPT, JSCC, is a distinguished physical therapist and owner of Soundview Center for Well-being, Lone Lake Physical Therapy, and Sage Counterstrain. She holds an MSPT from the University of Rhode Island, where she graduated at the top of her class, and is a Board Certified Specialist in Strain and Counterstrain. Shannon’s expertise extends to her work with The Bridge Back Project, where she uses counterstrain techniques to support veterans and first responders in their recovery from PTSD. Passionate about patient education, she thrives on uncovering the complex interconnections of physical impairments and empowering individuals to manage their health autonomously.

      Dr. Kim Braun, PT, DPT, brings over 30 years of experience to her practice as a doctor of physical therapy, with a focus on comprehensive pain and dysfunction treatment. She earned her initial PT degree from the University of Iowa and later completed her Doctor of Physical Therapy at St. Scholastica College. Passionate about infant care, Dr. Braun specializes in treating and preventing torticollis and plagiocephaly. Her dedication to patient-centered care is rooted in integrity, efficacy, compassion, and advocacy, utilizing a holistic approach for rehabilitation, prevention, and wellness. Dr. Braun has pursued extensive post-graduate study in the Fascial Counterstrain technique through the Jones Institute and with Brian Tuckey, PT, OCS, JSCCI, and is excited to leverage Counterstrain when other interventions have proven insufficient.

      Michael Wangsness, PT, DPT, ATC, CSC I, holds a Bachelor of Science in Athletic Training from Nova Southeastern University (2007) and earned his Doctorate in Physical Therapy from the University of Minnesota (2010). He began incorporating Fascial Counterstrain (FCS) into his practice in 2011 and has advanced to teaching roles, serving as a Teaching Assistant since 2016 and a Lab Instructor since 2020. In 2022, Michael was among the first to receive his CSC I certification. Passionate about FCS, he has been privileged to train extensively under Brian Tuckey. Michael currently practices at an outpatient clinic for M Health Fairview in Woodbury, MN. Outside of work, he enjoys golfing, coaching hockey, and spending time with his wife, Heather, and their three children: Olivia, Gavin, and Amelia.

      Greg Zadow has been a self-employed physical therapist since 1998. He earned a Bachelor of Applied Science in physiotherapy from the University of South Australia and Doctor of Physical Therapy from the Rocky Mountain University of Health Professionals. Greg is the owner and clinic director of Green Ridge Physical Therapy and Wellness, his Oregon-based private practice. In 2011, he became certified in the Strain Counterstrain (SCS) technique and continued on to complete a mastery program with Counterstrain Academy and become a Jones Strain Counterstrain Certified Instructor (JSCCI) of Fascial Counterstrain (FCS). Greg has been using Counterstrain ever since his first introduction to the technique in 1991 and now holds over 20 years of continuing education experience in the field of manual therapy.

      Kyle graduated from San Diego State University in 2010 with a bachelor’s degree in kinesiology and earned a Doctor of Physical Therapy from the University of Miami in 2014.​ Kyle immediately started his private practice and became certified with The Jones Institute after witnessing the powerful effects of Counterstrain on his patients. Kyle currently lends his expertise to the Doctor of Physical Therapy programs at both San Diego State University and the University of Miami. Since joining The Jones Institute as a lab instructor in 2015, Kyle has taken on additional roles in managing the company’s domestic headquarters, developing the curriculum for a new anatomy program, and teaching Anatomy Dissection as the lead instructor.

      Eryn Milian earned a Bachelor of Science in chemistry and environmental science from William Smith College along with a Doctor of Physical Therapy and PhD from the University of Miami. Her doctoral work focused on anatomical sciences and measurable outcomes which inform her current clinical expertise in orthopedics and sport physical therapy. Since joining the University of Miami’s faculty in 2013, Eryn has expanded her role as assistant professor to become a course master for neuroanatomy and instructor for both pelvic anatomy and the university’s orthopedic, sport, and neuroscience residency programs. Her research interests lie primarily in knee injuries and the development of reliable and valid measures of assessing ACL risk in adolescent athletes via musculoskeletal ultrasound.

      Tim Hodges has worked in the field of physical rehabilitation since 1996. Since joining The Jones Institute in 2004, he’s assisted Brian Tuckey, PT, OCS, JSCCI, in the development of several Fascial Counterstrain techniques and taught numerous Fascial Counterstrain courses as a certified instructor. Tim continues to apply his knowledge and expertise through Counterstrain Academy—a mastery program designed for licensed Counterstrainers throughout the country. In addition to developing the program’s curriculum and overseeing its mentorships, Tim is currently practicing at Counterstrain Portland, his Oregon-based private practice.

      Larry Ham graduated from the University of Southern California in 1978 with a Master of Science in physical therapy. He took his first Counterstrain course in 1986 after Lawrence Jones, D.O., treated him and successfully eliminated all back and sciatica pain. He’s now certified to teach Strain and Fascial Counterstrain courses for the spine and extremities and the viscera, respectively. In addition to teaching Counterstrain in the U.S. and Australia, Larry has served on the sidelines of over one thousand sporting events as a Certified Athletic Trainer. Though nearing retirement, Larry still practices in Spokane, Washington, and enjoys spending his free time with his wife, sons, and grandchildren. You can catch him scuba diving with sharks, remodeling his home, or hydrofoiling on the lake.

      Robert Dowd holds a Bachelor of Science in medicine with a certificate in physical therapy, Master of Healthcare Administration, and Doctor of Physical Therapy. Robert is now a Jones Strain Counterstrain Certified Instructor (JSCCI) who’s dedicated to presenting Counterstrain the way Lawrence Jones, D.O., advised his students to do at his final course offering. Robert applies the philosophy of Counterstrain to all clinical settings from the outpatient orthopedic clinic, acute care hospital, and ICU to the nursing home and hospice industry. When he’s not practicing in the Black Hills of South Dakota, Robert can be found writing, fishing, hunting, or riding his motorcycle.

      Holly Christy earned a Bachelor of Science from the University of Washington, Master of Acupuncture from Northwest Institute of Acupuncture and Oriental Medicine, and Doctor of Naturopathic Medicine from Bastyr University where she currently teaches as an adjunct clinical faculty member. Holly started her practice in 2000 and became a lead instructor for Counterstrain Academy in 2014 after a mastery-level internship with Tim Hodges, LMT, JSCCI. In 2019, she became a Jones Strain Counterstrain Certified Instructor (JSCCI) of Fascial Counterstrain (FCS) for the nervous system. Though Counterstrain is her primary modality, Holly also offers primary care, acupuncture, prolotherapy, custom orthotics, and intravenous nutrient therapy.

      Brian Tuckey, a magna cum laude graduate of the University of Maryland School of Physical Therapy, became board certified in orthopedics in 1995. Under the tutelage of Lawrence Jones, D.O., Brian became one of only four physical therapists in the world to be certified in the Strain Counterstrain (SCS) technique. He was also the first practitioner to recognize Counterstrain’s impact on the fascial system which led to his development of Fascial Counterstrain (FCS) with over 800 anatomically-specific techniques in addition to the FCS Cranial Scan—a proprietary assessment that identifies dysfunction in all systems and regions of the body. When he’s not teaching, Brian is treating complex patients at Tuckey and Associates Physical Therapy in Frederick, Maryland.

      Randall Kusunose founded The Jones Institute in 1988 with Lawrence Jones, D.O., the original developer of Counterstrain. He was the first therapist to be board certified in orthopedics by the American Board of Physical Therapy Specialties in California. Randall has trained all Jones Strain Counterstrain Certified Instructors (JSCCI) in the U.S., France, Italy, and Australia, and developed over 60 Jones Strain Counterstrain techniques along with the Facilitated Counterstrain curriculum. When he’s not practicing, you can find Randall skiing, scuba diving, and relaxing on the sand in the beautiful beach town of Encinitas, California.