Marketing for physiotherapy clinics – is it worth it?

June 30, 2023

physiotherapy marketing strategy

The physiotherapy landscape has changed over recent years, with many physios going off to start their own business, or clinics. Any business owner will understand the sheer amount of work required to run their business, and things often get pushed to the side. However, ensuring you have a physiotherapy marketing strategy in place is something not to be overlooked. 

So, if you were looking for a quick answer to the question in the title of this blog, the answer is YES. If you want a bit more of an explanation why, and some key areas to focus on in your physiotherapy marketing strategy, keep reading.

Unfortunately, simply being a great physio isn’t quite enough anymore. A physiotherapy marketing strategy will enable you to consistently communicate with your database to promote client retention, and also reach out to potential clients to encourage new business.

As with any healthcare marketing strategy, it is important for your content to be technically correct, as well as captivate your audience and say the right thing at the right time. You don’t want to realise it’s World Health Day on the day itself and then be scrambling to put a social post together as well as a client email. 

It is difficult to know where to start when it comes to your physiotherapy marketing strategy, but that is what we are here for! Here are four KEY elements we recommend you focus on in your physiotherapy marketing strategy.


1. SEO


A company’s website, no matter what industry, remains its most important digital platform. Building a substantial organic presence online through search engine optimisation helps to increase both the quality and quantity of the organic traffic coming through to your website.

It is important to note that SEO is a long-term digital strategy rather than a quick fix, but ensuring your website is fully optimised will help push you high up the organic rankings. Whether it be making sure each page has a clear keyword focus, or implementing internal and external links, there are plenty of technical elements on your website that make the world of difference. 

Want an example? Why not make acupuncture treatment the focus keyword on your Acupuncture landing page? With a monthly volume of 90, you are more likely to rank on Google with that as a keyword as opposed to acupuncture which has a monthly volume of 33,100. 


2. Organic Social Media


Most physiotherapy clinics will rely on their local community and will focus their marketing efforts on making those within a certain radius of the clinic aware of them, and what they can offer. What better way to do that than through social media?

Creating an online community, and joining communities to reach your target audience is a great marketing strategy for any physiotherapy clinic. Whether it be Facebook, Instagram, Twitter or LinkedIn, having a regular and relevant social presence will allow you to foster an online community and share informative, relevant content that will position you as experts in the field, generating relationships based on trust.

TOP TIP: Make sure you are keeping on top of any social media platform updates and keeping your content relevant and optimised for each platform’s specifications. Not sure how to do this? Get in touch with our social media experts to discuss further.

3. Content Marketing

Every single website and platform on the internet uses content in some way. It is at the heart of any digital marketing strategy, and is therefore something you shouldn’t neglect from your physiotherapy marketing strategy. 

An effective content strategy can:

  • Define your company and grab the attention of both your audience and search engines (looking to secure those top rankings on Google?) 

  • Position your company as an expert in the field and forge relationships with your audience based on informative content.


4. Paid Advertising


It is no secret that putting a bit of money behind something can give it the boost it needs. Whether it be Google Advertising or Social Media Advertising, the bespoke targeting options offered by both avenues coupled with optimisation tools such as negative keywording and bidding strategies, paid advertising generally results in much more tangible results such as bookings. 

But no need to take our word for it, why not hear from an existing client?

We have been working with Richmond Physiotherapy, a private physiotherapy clinic in Richmond, West London for the past nine months. In this time, we have been managing their organic social media channels, creating monthly content and managing their platforms, engaging with the community and working to build their online presence.

Pippa Rollitt, Co-Director and Chartered Physiotherapy at Richmond Physiotherapy left us this lovely testimonial about our work with them:

Are you looking for some help with your physiotherapy marketing strategy? Whether it is SEO, PPC, social media or content marketing (or all of the above…) we are here to help. As healthcare marketing specialists with over 10 years’ experience, we know the industry pretty well and have helped a number of clients put together and implement their digital marketing strategy. So get in touch to have a chat about how we might be able to work with you.

With a background in digital design, Georgie enjoys creating visuals and copy for cross-platform use. Also good with numbers, she isn’t too shabby when it comes to data analysis.
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