Q (mburns): We’re a two-person PT and wellness coaching practice. We do wellness coaching and lifestyle modification. I’m an RD/MS, my partner has an MS in exercise science, we’re Cooper/ACSM-certified. Most of our clients are referrals from doctors, because they need to make lifestyle changes or are worried about staying capable as they get older. We’re thinking about starting an email newsletter, but we’re totally lost about what to write about.
A: Ideally your newsletter will have content for future clients (who are worried, anxious, etc.) and content for current clients (who are feeling newly empowered and cautiously optimistic, successful, less fearful). So, I suggest focusing your content in those areas. For example, you could do articles on myths about healthy living, like the idea that fitness doesn’t have to be sweaty, painful, embarrassing. For current clients, share success stories, client tips, etc.
One idea is to ask your established clients to list the top 5 things that they’ve discovered since they came to you – then use those lists as inspiration for newsletter articles. Also, see our article on getting email newsletter subscribers: 50 Ways to Get Email Newsletter Subscribers.
Q (brad_pt): I’ve got the chance to rent space in a wellness center. We have physicians, physiotherapy, and acupuncture. They don’t have massage right now, but if I go in, they would. I’m wondering if I still need a website – we have a very basic one right now, through one of the massage associations. Currently, our clients are physician referrals and a few client referrals.
A: Sounds like your schedule is pretty full right now with doctor referrals and referrals from other clients. I don’t think you need to sweat doing much with your website right now. The one internet-related suggestion I would make is to list yourself on the AMTA website if you aren’t already. They are credible, thus enhancing your professional reputation and have a good zip code-based locator for MTs.
And definitely make sure you’re listed right away on the wellness center’s site once you’re officially in the building. On the center’s site, don’t just list your professional info, also talk about the types of client/PT problems you solve.
Q (angieangie): I saw the article last week on podcasts and video and we really want to do this. How long should our pieces be? Do we need to hire people to record them? Our specialty is women’s health – fibro, CFS, menopause, pregnancy, etc. On staff we have several different healthcare professionals both conventional and CAM.
A: Since your clients are facing challenges already, I would start with short (just a few minutes, max) podcasts/videos and see what feedback you get. Related topics, like stress reduction through meditation or visualization, could be interesting to them. Especially since you said y’all have clients open to CAM therapies. If you have clients that have to go through long, drawn-out repetitive treatments (like dialysis, for example) you might think about podcasts intended to help them get through the treatment itself.
And, of course, you could also do some podcasts or videos aimed more at future clients. Snippets of sessions can be really effective, especially with less well-known treatment approaches like acupuncture, hypnosis, etc. You usually don’t need professionals for podcasts. Experiment with gcast (from our article Not Your Father’s Internet: What’s New & What’s Net For Your Wellness Business and see what you think. Most of our clients do it all themselves (some are one-person businesses, some have very nice marketing budgets!). I actually prefer that approach because it is more sincere and authentic, less “markety”. Plus, you can get your content out the door a lot faster if you do it in-house.
Q (angieangie): What do you think about selling podcasts and videos?
A: It’s certainly possible to see podcasts/videos and we have clients who are doing exactly that. As they get longer and more substantial, that’s the point at which you may want to get professional help. Customer expectations are higher when you charge a higher price!
The real question is whether you have content that your customers would actually pay for as a podcast/video. Nutrition experts, hypnotists, physical therapists, and personal trainers are often able to create valuable content – it can be harder (but not impossible) for someone like a chiropractor or acupuncturist. It really depends on your business and what customers are actually asking for.
We’re not a big fan of build it and they’ll come…in other words, wait until you see a customer need emerge before you spend a lot of time dreaming podcats and videos. For example, a client who travels and says, “Gosh, I wish I could take you guys with me on the road” is expressing a need for portable expertise that might well be met via podcast or video download.
One other podcast though – customer music in an interesting idea for comprehensive wellness centers. The basic idea is to commission someone to create music just for your business. It could be “music to relax by”, “music to wake you up”, “music to help the kids sleep”, etc. - whatever makes sense with your business.
Q (heartwise): We’re having an argument about our website. Some people think it should be about the different professionals here, but some of us think it should be more about the actual services we offer. Most of our customers have had bad experiences with doctors or hospitals – they didn’t spend enough time with them and wanted to do too much surgery or rely on drugs. And they usually don’t know anything about healthy lifestyles, very ignorant about raw, organic, non-processed foods, etc. What do you think we should put on the website?
A: I would actually suggest a slightly different website approach from what you guys are discussing. On your homepage, focus on the reasons your customers come to you. Then, focus on the services/programs you offer – and within each of those areas, zero in on the specific people who do the actual work with clients.
Having said that, look for chances to put client and customer pictures in each area – next to the descriptions of services and programs and, of course, when you zero in on the individual practitioners.