Breakthrough Physical Therapy has a challenge that many medical practices face: they offer a great variety of services each appealing to a very specific segment. Each patient is looking for information about their issue and not necessarily general information about physical therapy. In fact, many are searching for information about sports performance, ergonomics or even pregnancy-related pains. We recommended rethinking how they approach their patients, dividing their services into three buckets — Physical Therapy, Wellness and Sports Performance — then into the individual type of treatment. We developed a marketing program to deliver specific information to each audience as part of the sales funnel process.
Marketing Flow Schematic for Prospects for Breakthrough Physical Therapy
This marketing schematic best explains our process to our client and their staff. Advertising delivers cold leads to landing pages which are fed into specific nurture campaigns (with three to eight steps) each starting with the delivery of an e-paper written specifically for each topic. The site was re-designed with specific opt-in offers for the e-papers to capture more leads as well. These leads are fed into the nurture campaigns, as are leads from social media and blog sign-ups. Finally, as leads are converted to patients, the records within Infusionsoft are tagged as “Patients” and proceed to different campaigns covered in another schematic for patients.
