Welcome to another insightful episode of the Cash Physical Therapy Headquarters podcast! Today, co-hosts Jordan Mather and Dr. Ben Boggy dive deep into the must-know marketing trends for 2024 and what to expect as we move into 2025. As the marketing landscape evolves, it’s essential for cash physical therapy practices to stay ahead of the curve and adapt to new strategies that ensure sustained growth and success.
The Shifting Marketing Landscape
1. Evolving Consumer Expectations
In 2024, the landscape is changing rapidly. What worked in 2023 is becoming less effective as consumers grow more sophisticated and accustomed to typical offers and promotions. Cash physical therapists who fail to adapt and innovate risk stagnation and may see their practices plateau. It’s crucial to recognize that successful marketing requires continuous evolution, and practices that ignore this will find themselves struggling to keep up.
2. The Power of Meta Ads
In the last 12 months, our inner circle clients have generated over $20 million through Facebook and Meta ads. This impressive figure is attributed to the incredible 6x return on ad spend many of our clients are experiencing. For every dollar spent on ads, they are seeing a return of $6, making Meta ads a vital component of their marketing strategies.
The beauty of Meta ads lies in their scalability; practices can efficiently dial ad spend up or down based on their current needs. This flexibility allows clinics to focus on building strong networks and relationships within their communities without the pressure of a constant need for new clients.
Understanding the Differences in Ad Performance
1. Meta Ads vs. Google Ads
While Google Ads can be effective, they often yield lower returns, especially in competitive markets. For instance, many practices struggle to achieve more than a 2-4x return on their Google Ads. In contrast, Facebook ads not only provide a better return but also a larger audience reach, allowing practices to attract colder leads who may not be actively searching for physical therapy solutions.
2. Lead Quality and Cost Efficiency
The quality of leads generated through Meta ads tends to be higher, as these ads reach individuals who may be experiencing pain or discomfort but aren’t actively seeking treatment. This creates opportunities for practices to educate potential patients about their services before they make purchasing decisions.
By leveraging Facebook ads effectively, our clients are seeing costs of $35 per lead and an 80% booking rate, demonstrating the power of targeted, well-executed ad strategies.
The Rise of B2B Workshops
1. What Are B2B Workshops?
A game-changing strategy in 2024 is the implementation of B2B (business-to-business) workshops. Unlike traditional B2C (business-to-consumer) workshops, which often attract a handful of patients, B2B workshops involve training gym owners, trainers, and coaches. By educating them on basic orthopedic assessments, practices can build lasting relationships with referral partners, ensuring a steady stream of new patients.
2. Evergreen Relationships
The B2B approach not only cultivates relationships but also allows practices to set up recurring workshops that serve as valuable resources for gym staff. This method fosters ongoing partnerships, making it easier for practices to get referrals from trainers who know and trust them.
Embracing Content Marketing: The 7-11-4 Rule
1. Understanding the 7-11-4 Rule
In 2025, mastering content marketing will be essential. Google’s research indicates that consumers typically engage with seven hours of content through 11 touchpoints across four platforms before making a purchasing decision. Practices that can meet this demand will position themselves as authorities in their communities, ready to capture the attention of potential patients.
2. Effective Content Strategies
To capitalize on this trend, practices should focus on creating valuable, engaging content that resonates with their audience. This includes short-form videos, blog posts, and newsletters that not only educate but also nurture leads over time. By repurposing content across various platforms—such as YouTube, Facebook, and Instagram—clinics can maximize their reach and engagement.
Conclusion
As we move into 2025, the marketing landscape for cash physical therapy practices will continue to evolve. By adapting to new trends, leveraging the power of Meta ads, exploring B2B workshops, and embracing content marketing strategies like the 7-11-4 rule, practices can position themselves for success.
For those ready to implement these strategies, the future looks bright. Stay tuned for more insights and strategies in our upcoming episodes!
Listen to the Full Podcast Episode
For a deeper dive into a cash physical therapists’ journeys, make sure to listen to the full podcast episode. Click here to listen to the episode: Future-Proof Your PT Practice: Essential 2025 Marketing Trends You Need to Know
About Author:
Although the company eventually failed, it provided Jordan with invaluable learning experiences. He became passionate about designing world-class patient experiences and building efficient marketing & sales funnels for cash physical therapists. Utilizing this expertise, Jordan became the CMO of a well-known physical therapy media company, and consulted for and built marketing funnels for some of the top physical therapy business coaches.
Eventually growing tired of the typical agency and consulting grind, Jordan, alongside Max Zirbel, founded Clinical Marketer. They infused it with the hands-on support and mentorship that they benefited from in their initial venture. The company was a success from the start, aiding clinics in scaling to 6 and 7 figures in revenue. During its first launch, Jordan and his team met Dr. Ben Bagge, whom they later partnered with after helping him grow his business from $200K/year to over $1M/year in three years.
