Marketing for physiotherapists, osteopaths & chiropractors
Measures for successful patient & employee acquisition
Employees and patients are equally competitive in the healthcare sector. While the shortage of specialists is causing countless unfilled positions in physiotherapist practices, competition for patients is increasing at the same time. Although the demand for physiotherapy, chiropractic and osteopathy is constantly increasing, the supply of practices is also on the rise. There are now well over 42,000 practices offering physiotherapy services across Germany (AOK's 2022/23 Remedies Report). And even within a city or town, physiotherapists, osteopaths and chiropractors are rarely alone. This makes marketing for physiotherapists all the more important. This is the only way to attract the attention of potential patients, retain existing patients, attract staff and establish your reputation as a practice and employer.
Dedicate yourself to marketing for physiotherapists, osteopaths or chiropractors today and ensure a full practice with satisfied patients and qualified staff in the long term!
Get started today with expressive marketing and attract employees and patients!
As an experienced digital agency, we have been supporting various companies in the healthcare sector for many years in the planning, creation and implementation of individual advertising measures. Rely on our expertise while you focus on the essentials. We are your reliable partner when it comes to marketing for physiotherapists, chiropractors and osteopaths!
Excellent marketing for physiotherapists from a professional
Marketing for physiotherapists, chiropractors & osteopaths at a glance
- Why you should do marketing as a physiotherapist
- Marketing challenges for osteopaths, chiropractors & physiotherapists
- Corporate identity
- 4P model: The marketing mix for physiotherapists
- tips for online marketing for physiotherapists
- practice website
- recruiting in marketing for physiotherapists
- Print advertising
- Practice equipment: feel-good atmosphere for patients & staff
- Established & successful advertising measures for chiropractors, osteopaths & physiotherapists at a glance
- Local sponsoring, trade fair appearances & co.
- With vitamin B to practice success
- FAQ on marketing for physiotherapists, chiropractors & osteopaths
Why you should do marketing as a physiotherapist
The demand for qualified personnel in the healthcare sector is enormous. More and more patients are making use of physiotherapy services. In comparison, the number of graduates in this field is very low. Physiotherapists, chiropractors and osteopaths often find themselves competing for talent and, as employers, have to set themselves apart from the competition in order to attract them as employees.
Patients coming and going is common in physiotherapy, osteopathy and chiropractic. Ideally, a therapy is successful over a certain period of time. Patients have reached the end of their therapy and rarely need further treatment or no further treatment at all. In order to remain busy in the long term, however, you as a physiotherapist cannot afford to sleep and must continuously focus on acquiring new patients.
Patients with long-term illnesses or private individuals who regularly make use of self-pay services need to be loyal to your practice in the long term. Even if satisfaction with you as a medical service provider is decisive for this, various marketing measures can also ensure the loyalty of your patients so that they choose you again and again.
Professional marketing for chiropractors, physiotherapists & osteopaths only works with an experienced service provider
A stressful daily practice routine and full treatment schedules leave little to no time for marketing measures that really work. Practice marketing, from the definition of the target group to the selection of suitable advertising channels and measures to the actual implementation, requires not only special know-how but also a lot of time.
As an experienced online marketing agency, we have many years of experience in the development and design of advertising in the healthcare sector. We know where your specific target group is and how you can best reach them. Put your practice marketing for physiotherapists in our experienced hands and concentrate fully on your day-to-day business.
What is allowed and what is forbidden? Marketing challenges for osteopaths, chiropractors & physiotherapists
While a lack of expertise, lack of time and an often low budget limit the marketing of osteopaths, chiropractors and physiotherapists, legal restrictions due to the law against unfair competition and the Therapeutic Products Advertising Act pose a further challenge. The following legal information defines the framework conditions for permissible marketing practices in these professional groups:
Unfair Competition Act (UWG)
The UWG aims to ensure fair competitive conditions and protect consumers and competitors from misleading and aggressive advertising. Accordingly, doctors and other professions in the healthcare sector may not discriminate with their advertising and reduce competition.
Therapeutic Products Advertising Act (HWG)
According to the HWG, advertising in the healthcare sector must not be misleading, but must be truthful and verifiable . The promise of successful treatment is therefore prohibited. In addition, advertising must not be inappropriate and exploit the uncertainty and fears of patients.
Violations of both laws are punished with monetary sanctions and an advertising ban . Special care must therefore be taken when choosing your own marketing strategy and, above all, brand communication in marketing for physiotherapists, osteopaths and chiropractors. Nevertheless, you should not completely do without marketing! Because you can and should definitely communicate your added value to your patients. Hire the support of our competent marketing agency. With us, you are always on the safe side.
Marketing for physiotherapists: Corporate identity of physiotherapy practices for loyal patients
Everything that defines your company and sets your practice apart from the competition is part of your corporate identity. If you want to do marketing for physiotherapists, the corporate design is the basis for all advertising measures. This should be reflected in all activities and ensure a uniform brand presence. As a brand agency, we know how to create unique and eye-catching designs that stand out. When designing, we make sure that the fonts, shapes and colors reflect the personality of your practice. We create a unique logo with recognition value for you.
Corporate designs from DREIKON for the healthcare sector
4P model: The marketing mix for physiotherapists
- Product
- Define target group
- Define therapy offer
- Determine service & quality
- Price
- Determine the price of services for self-payers
- Discounts & vouchers
- Payment modalities
- Distribution
- Determine distribution channels (individual practice, chain of practices, integration in rehabilitation center)
- Communication
- Above-the-line (online marketing, print advertising)
- Below-the-line measures (sponsoring, trade fairs, PR, etc.)
Local SEO, SEA & Social Media - Advertising tools & tips for online marketing for physiotherapists
In the digital age, marketing on the World Wide Web is essential. The majority of your patients mainly use Google, Bing & Co. to find a practice near their own location. To ensure that you appear where your patients are looking for you, you should definitely devote yourself to online marketing for physiotherapists. Depending on your target group, practice size, budget and the specific marketing goal you are pursuing, there are various marketing measures for chiropractors, osteopaths and physiotherapists.
Search engine advertising for new patients
Through targeted advertisements in search engines such as Google or Bing, physiotherapists can increase their visibility with precisely those users who should actually be addressed. You decide for yourself which keywords your ads should be displayed for. These then appear at the top of the search results. Do you want to attract new patients or are you looking for staff? Google Ads and Bing Ads are the best choice for you if you want to do targeted marketing for physiotherapists, chiropractors or osteopaths without wastage and adjust your budget as required.
Address interested parties in your area with local SEO
With local search engine optimization (SEO), you can ensure that you rank higher in the local search results for your practice catchment area. In addition to optimizing the content of your website, the integration of local information plays a major role. As part of search engine optimization, it is therefore advisable to create and maintain a GoogleMyBusiness profile, making your practice name, telephone number and address available to users at a glance. If patients then search for "physiotherapist, chiropractor or osteopath near me", you will be displayed to the user and it will be much easier for them to contact you.
Expand your reach with content marketing & SEO
Content marketing for physiotherapists enables you to gain lasting visibility. With valuable content such as blog articles, expert opinions, videos or infographics, you can address and retain the desired target group. By providing qualitative and relevant content that cannot be found anywhere else on the Internet in this form, you as a practice not only demonstrate your expertise, but can also improve your visibility and reach on the Internet at the same time. In addition to texts that are easy to understand for your target group, this also includes high-quality photos and videos from your own practice premises.
Review portals on the Internet
In marketing for physiotherapists, review portals are a valuable tool for the success of your practice. This is because your patients are looking for a trustworthy physiotherapy practice with which other patients have already had a good experience. Review portals such as Jameda or platforms such as Google My Business offer the opportunity to share experiences and make recommendations. By actively seeking feedback from your patients and responding professionally to all reviews, you show that you care about your patients' opinions and satisfaction. This not only strengthens your online reputation, but also the trust of your patients. Employer review portals, such as kunuu, are also available for employees. Here, too, you can score points with good reviews in terms of employee acquisition.
Address patients personally with email newsletters
Marketing for physiotherapists can include sending out exciting news, exclusive offers and valuable health tips tailored to the individual needs of your patients. Share relevant content and enrich the lives of your patients. In this way, you build a trusting relationship and encourage your patients to share interesting content with their own circle of friends. Every email becomes a new opportunity to expand your patient community.
Radio and television marketing for physiotherapists
Radio and television advertising, complemented by advertising on streaming services such as Spotify, offer physiotherapists an excellent platform to reach a wide audience and strengthen their brand awareness. With ATV and Spotify, you as a chiropractor, osteopath or physiotherapist can create efficient, personalized and target group-oriented marketing on television and music streaming services - and for comparatively little money.
Social media as an advertising tool for patient and employee acquisition
Use the reach of social media to reach your patient group and potential applicants. Platforms such as Facebook, Instagram or LinkedIn offer the opportunity to build a community and interact with patients and applicants. This can increase brand awareness and foster a more personal connection with patients and future employees. Whether with paid ads or organically, you can give your target group an authentic insight into your everyday practice and keep them up to date with regular posts and stories. As a social media agency, we are here to support you at all times!
Leave your practice marketing to the professionals at DREIKON
We are experts in marketing for physiotherapists and know which measures are worthwhile for you and which may not be recommended in your individual case. For each client, we work out which measures and advertising materials make sense to achieve your marketing goals.
The basis for successful online marketing for physiotherapists: The practice website
More and more people are searching for doctors and therapists online. An appealing and representative website is therefore also essential for the marketing of physiotherapists, osteopaths and chiropractors. Only if your patients can find you onlineand you present yourself in a friendly and professional manner will they be prepared to place their trust in you and choose you as their practice. When creating your website, you must therefore always ensure that...
- ...you reflect your corporate identity.
- ...the website functions technically flawlessly.
- ...patients can find all the information they are looking for.
You have two options for the implementation of your website. If you are tech-savvy, have an eye for beauty and know how users navigate a website, you can use well-known website builders such as Wixx, Wordpress & Co. to create and design your website yourself with a little time and effort. However, if you want to create the best conditions for effective online marketing for physiotherapists right from the start, it is advisable to get professional support from an internet agency .
Marketing for physiotherapists: the domain
The choice of a suitable domain is a decisive factor for the success of a website. This is because it not only makes it easier for potential patients to find your website via search engines, but also conveys trustworthiness and seriousness. An ideal domain should be short and concise, and ideally contain keywords that reflect the services or location of your practice. There are a few guidelines to consider when choosing a domain. Therefore, you should definitely have them checked by your legal advisor before purchasing.
Structure for more comprehensibility
A good structure is not only the starting point for well-functioning search engine optimization and marketing for physiotherapists. Your patients will also thank you if they can find their way logically and intuitively to the content they are looking for. For example, list all your services under the "Services" category or collect all your news, appointments or blog articles under corresponding headings. Use cross-links to guide website users logically through the structure of your website.
Shine with good content
The content you place on your website plays a key role for your website and your marketing for physiotherapists in general. To give patients a good impression of you and your skills, you should not only list your services and contact details, but also introduce yourself on a personal level and express your unique selling points. Who are you? What makes you so special? Introduce your team and their individual qualifications. Use photos and videos and give your patients an insight into your practice rooms before they actually visit your practice. If you also want to create added value, running a blog is also recommended in many cases. This will not only provide your current patients with valuable information, but can also improve your visibility in the search engine - if done professionally.
Technically up-to-date for an excellent user experience
People who come to your website should stay there. In addition to the right content, the technical requirements also play an important role in marketing for physiotherapists. Is your website also displayed attractively on mobile devices? Does your site have an adequately short loading time? Do all links, the search function and the contact form work?
Do you need support in creating or maintaining your website?
As an advertising agency, we are not only professionals in marketing for physiotherapists, but also experts in the development and design of competitive websites that stand out from the crowd and work. Contact our web design agency and make an appointment for a non-binding initial consultation!
Staff as the most important practice resource - recruiting in marketing for physiotherapists
Recruiting staff is a perennial issue in physiotherapy practices. Training to become a physiotherapist is not exactly cheap and means that the demand for qualified staff is higher than the supply throughout the country. For you as a practice, your website and other advertising measures are particularly important. You are always addressing two target groups: (potential) patients and (potential) employees.
Website & social recruiting
In order to attract employees, you need to convince them directly. This requires aninformative and appealing website. In addition, social recruiting, the use of social networks for recruitment, has established itself as a revolutionary method in modern talent acquisition. This strategy uses platforms such as LinkedIn, Xing, Facebook and even Instagram to reach and engage with potential candidates. The great advantage of social recruiting lies in its ability to reach not only active seekers, but also passively interested talent. Through targeted content and job ads, you can use social media marketing for physiotherapists as a physiotherapy practice to strengthen your brand presence and position yourself as an attractive employer.
Print advertising: These classic advertising measures will bring your practice forward
Despite the increase in digital platforms, print media such as brochures, flyers and posters are still popular in marketing for physiotherapists, osteopaths and chiropractors. In the healthcare sector in particular, the target group often includes older people who cannot be reached via digital channels. But a younger audience can also be reached with printed advertising. This is because printed material is often seen as particularly trustworthy and reputable. Patients often pay more attention to and trust information that they can hold in their hands than that which they cannot actually grasp. The design of your practice sign and the creation of business cards, appointment cards and other business equipment are also print media that should not be missing in marketing for physiotherapists. So take advantage of the effect of print media when marketing your physiotherapy practice.
A professionally designed practice sign is literally the figurehead of your practice. You absolutely need this to make it easy for patients to find your practice premises. Business cards, stationery and other business equipment are also essential for creating a professional image. They serve not only to convey information, but also to build a brand and should therefore be designed uniformly and in line with your corporate design, making them an essential component of marketing for physiotherapists.
Flyers and brochures can be used to provide detailed information about services, treatment methods and the philosophy of your practice. While this form of information is often requested by older patients, flyers and brochures are suitable for reaching a wider audience. For example, displaying materials at trade fairs or in doctors' waiting rooms or fitness studios can attract the attention of potential patients of all ages.
Lettering or full wrapping of company vehicles is an ideal way to increase the visibility of your brand in your local area. It is particularly effective as it ensures a constant presence in the surrounding area and thus continuously increases brand awareness.
You need a practice sign or business cards with charisma?
We are your contact for appealing and consistent practice marketing for physiotherapists. We will be happy to advise you on all available advertising media and work with you to develop a customized strategy for your marketing for physiotherapists. Contact us for an uncomplicated and non-binding consultation.
Practice equipment: feel-good atmosphere for patients & employees
Marketing for physiotherapists extends to the smallest treatment room. Because even if you as a physiotherapist primarily sell services, the presentation of your practice contributes significantly to the well-being of your patients and your employees. Friendly and clean treatment rooms with attractive decoration and good lighting are the absolute minimum. To create brand awareness, you should incorporate your corporate design into the design of your practice rooms. For example, paint the walls in your corporate colors or, alternatively, use them to create highlights. Repeatedly confronting your patients with your logo - for example in the reception area and the individual treatment rooms - also ensures a uniform look and should be an integral part of your practice marketing for physiotherapists.
Established & successful advertising measures for chiropractors, osteopaths & physiotherapists at a glance
Whether online or offline - there are many marketing options for physiotherapists and the like. But which measures are the most effective? In the following overview, we divide all the advertising measures presented for marketing for physiotherapists into primary and secondary measures.
Which communication channels should I choose for my target group?
We are your reliable partner from defining your target group to specifically addressing your target group. Simply contact us and we will arrange a non-binding introductory meeting. We will take a detailed look at your company. This way we can choose the most cost-effective way for your marketing for physiotherapists, chiropractors or osteopaths!
Below-the-line measures: Local sponsoring, trade fair appearances & co.
As a physiotherapy practice, you are dependent on your local awareness. In addition to the marketing measures listed, local sponsorship is also an effective advertising measure for osteopaths, physiotherapists and chiropractors. By choosing the right events, you can also attract the attention of your target group outside of other advertising measures and advertising media. As a physiotherapy practice, for example, you can support local marathons, cycling races or soccer teams. Compared to other advertising measures, however, this type of marketing is not the most efficient for physiotherapists and should only be used as an accompanying measure.
With vitamin B to practice success: partnerships & cooperations in marketing for physiotherapists
Business relationships are of great importance in the commercial environment. Partnerships and collaborations with related companies can also be lucrative for physiotherapy, osteopathy and chiropractic practices. This is because patients are referred by doctors for physiotherapy to corresponding practices, which then have the opportunity to make recommendations. Maintain relationships with medical practices and care facilities in order to acquire new patients. You will also benefit from working with physiotherapy schools. Prospective physiotherapists are made aware of your company during or at the latest after their training and you have access to qualified personnel.
FAQ: Marketing for physiotherapists, chiropractors & osteopaths
Depending on which advertising measures you choose for your practice, marketing for physiotherapists and other medical practices can cost from X to Euro per month.
For practices with a tight advertising budget, it is worthwhile using flexible advertising measures such as search engine advertising via Google Ads or Bing Ads. The budget can be customized at any time and results are measurable.
The original marketing mix model (4-P model) is made up of four elements: theproductitself, theprice, the distribution channel(place) and the communication(promotion), i.e. the specific advertising measures. In marketing for physiotherapists, the model is often supplemented by two further elements: the personneland the practice. This is why marketing for physiotherapists is often referred to as the 6-P model.
Which online marketing strategies are suitable for physiotherapists depends on the individual requirements of each company. As an online marketing agency, we will be happy to advise you.
n a highly competitive market, marketing is essential for physiotherapists to stand out from the competition in the long term. By communicating unique selling points, you can retain existing patients and attract new patients and employees.
The legal basis for marketing for physiotherapists, chiropractors, osteopaths and other medical service providers is the Unfair Competition Act (UWG) and the Therapeutic Products Advertising Act (HWG).
All-round advice and support from DREIKON
Would you also like to get started with marketing for physiotherapists, osteopaths and chiropractors? As a full-service advertising agency, we are at your side in all areas of your practice marketing. Simply arrange a non-binding initial consultation - together we will find the right marketing strategy tailored to your practice!
