A strong brand is essential to the success of any physical therapy practice. Practices that fail to distinguish themselves from the competition, no matter how high the quality of services they provide, will struggle to retain existing patients, attract new ones and strengthen relationships with referral doctors and hospitals.
To help you improve brand recognition and ensure that your practice thrives, consider these four tips:
1. Make Service a Team Priority
Have you ever visited a business and noticed the employees behaved as if serving you was an imposition? Chances are you never returned to the business, and may have even shared your displeasure with friends. According to an American Express Survey, 60 percent of people tell others about bad experiences and share their negative opinions with an average of 21 people. Thanks to the internet, it’s easier than ever to spread the word if you’re unhappy with the care or service you received.
Making top-notch service a priority is a simple way to strengthen your brand and keep referrals coming in. Evaluate the patient experience from check in to check out to determine what changes you can make to improve service.
From your patients’ perspectives, interactions with front-office staff are just as important as interactions with physical therapists. If your front-office employees aren’t welcoming and aren’t willing to extend themselves to find solutions to patient concerns, you may never see those patients again. Customer service training programs, whether formal or informal, are a key aspect of strengthening your brand.
2. Publicize Your Value Proposition
What makes your practice different than your closest competitor? If you can’t identify what makes your practice unique, prospective clients won’t be able to either. Maybe you specialize in cardiac physical therapy or offer longer hours than other local practices. Perhaps you offer a special type of equipment, like a specific modality unit that produces better outcomes. Pinpoint the things that make you stand out, and mention them in advertisements, social media, emails to physicians and on your website to boost brand recognition.
3. Listen to What Your Patients Say
The best way to determine whether your patients are satisfied is to ask them. It’s never wise to assume that no news is good news.
Some patients will have no problem sharing their opinions with you if you ask them during a visit, while others may feel uncomfortable and may not be entirely truthful. In this case, asking your patients to fill out a short survey card before they leave your office can be the best process. Use a combination of multiple choice and open-ended questions to ensure the patients get the chance to explain what they like or don’t like about their experience with your practice.
4. Keep Your Focus On the Future
Patients aren’t likely to return to your practice if your physical therapy treatment areas look as if they haven’t been updated in decades. Overhauling your treatment areas with new equipment and furniture can seem expensive, but losing patients to more updated competitors is even more expense. Keeping treatment and waiting areas up to date and embracing the latest treatment innovations, like light therapy modality units, sends a strong message that you and your therapists are leaders in your field.
In a tough business climate, improving brand recognition is one of the most important things you can do to ensure your business climbs to the top and stays there. Keeping these tips in mind will help you identify weaknesses and capitalize on your strengths.
Are you ready to transform your physical therapy practice and boost brand recognition? Contact us today to learn more about what Dynatronics physical therapy equipment can do for you.