Expanding your Physiotherapy Business with Digital Marketing
How we helped K-TOWN Physiotherapy Clinic Grow from 1 to 3 clinics in 3 years.
Established in 2005, K-TOWN Physiotherapy is a multidisciplinary clinic that started its journey with a single clinic located in Downtown Kingston and a team of experienced physiotherapists who provided personalized care to clients. Due to the quality of its services, K-TOWN knew there was an opportunity to grow its location offering but they were unsure of how to leverage digital marketing to support this. Today, K-TOWN boasts 3 clinics that serve Kingston and the surrounding areas.
Prior to working with us, K-TOWN had never pursued digital campaigns as an avenue to attract potential customers. When we began working with them, we conducted research and created a customer persona based upon this to ensure that we placed our digital campaigns on platforms that would get us in front of their potential client base for brand awareness, but also to ensure that the customers who were targeted by the campaigns would actually convert and book an appointment - which should be the core result of any digital marketing campaign.
Their digital campaigns now account for over 15% of their total assessments and treatment bookings.
A Google Ad campaign allows you to promote your products or services on Google’s vast network of search results, websites, videos, mobile apps, maps, shopping listings, and more. In the past six months, through Google Ads, K-TOWN has seen:
600+ client conversions resulting in an assessment or treatment booked at one of their locations
18.03% click-through-rate (vs. a 3.27% industry average)
23.82% conversion rate: (vs. a 3.36% industry average )
Cost-per-conversion: $2.41 CAD (Industry average: $78.09 CAD)
Businesses can use Meta ads to increase online sales, drive in-store traffic and find new customers through Facebook ads, Instagram ads, and ads clicking to WhatsApp and Messenger. In the past six months, through Meta Ads, K-TOWN has seen:
Over 3,000 link clicks through their Meta Ad Campaigns
1.76% click-through-rate (vs. a 0.83% industry average)
Cost-per-click: $0.44 CAD (vs. a $1.72 Industry average)
Email Marketing is one of the most efficient & cost-effective ways of reaching out to your client base that is often overlooked. K-TOWN had previously used its email marketing sporadically to stay in touch with its existing patients. We created a strategy to see regular newsletters being sent to their email list containing helpful health tips, clinic news, announcements & promotions, and reminders for patients to book their next appointment.
Over the past six months, through these email campaigns, K-TOWN has seen:
A 38% open rate average across their email campaigns (vs. a 21.72% industry average)
A 2.7% Click-through Rate across their campaigns (vs. a 2.49% industry average)
SEO is a core tool for reaching people looking for specific information or services online. Our research into physiotherapy clients showed us that oftentimes, our persona was searching for the solution they thought they needed rather than the issue they were having. We conducted in-depth keyword research based on all of K-TOWN’s services and related queries.
This research allowed us to know exactly what type of content to include most prominently on their website and also helped inform the copy. Combined with a digital marketing campaign through Google ads, this strategy led to K-TOWN being more easily found in relevant searches.
Over the last 6 months, K-TOWN has:
Maintained a consistent first-page SEO result on Google
Ranked #1 for Key Terms that bring clients to their website vs. their competitors such as ‘Physiotherapy Clinic Kingston’
A 58.5% (10,000+ total users) increase in users to their site
Average site session time of 4 minutes 12 seconds (vs. a 53-second industry standard)
Online Booking System
During our time with K-TOWN, they have ensured an online booking system is at the core of their customer experience. An online booking system is a crucial element to measuring the success of digital campaigns for several reasons:
Convenience: An online booking system allows patients to book appointments at any time of day, even when the clinic is closed. This can be especially helpful for busy patients who may not have time to call during business hours.
Reduced workload: An online booking system can reduce the workload on clinic staff, as they will not have to manually manage appointments and bookings. This can free up time for other important tasks, such as patient care and administrative duties.
Increased efficiency: Online booking systems can automate appointment scheduling, reminders, and confirmations, which can help reduce errors and improve overall efficiency.
Improved patient experience: By allowing patients to easily book appointments online, a clinic can provide a more streamlined and convenient experience. This can help attract and retain patients and improve patient satisfaction.
Data collection and analysis: An online booking system can collect valuable data on appointment patterns and patient behaviour, which can help clinics better understand their patient base and optimize their operations, and optimize their digital marketing efforts.
Overall, an online booking system can help improve the operations and patient experience of a physiotherapy clinic, making it a vital tool for any clinic to implement. This is true for K-TOWN Physiotherapy as online booking now accounts for over 15% of their total booking across the three locations.
As a result of all digital marketing efforts over the past 3 years, K-TOWN has seen a significant increase in the number of new patients and referrals.
They were able to open 2 new clinics, K-TOWN West and most recently, K-TOWN Arlington, increasing their revenue by 17% and expanding their assessments and treatments to a total of over 30,000 in the past 12 months. By working with our team here at Open Door Media, we were able to leverage the correct digital marketing channels to help them achieve their goals, reach more potential patients, establish themselves as an authority within the Kingston Physiotherapy industry, and ultimately grow their business.
Their success shows the power of digital marketing for small businesses and how it can help level the playing field against larger competitors.
Let's Talk Business
For over 8 years, Open Door Media has helped local businesses achieve their growth goals through digital marketing, strategic planning, and other services - wherever they are in their journey.
Do you have a question about our services or want to discuss how we can contribute to your business success story? Book a call with ODM today.
In this call, we will:
Give you a 3 step actionable plan to start achieving your sales and marketing goals. We focus on the following areas:
Current Situation - How do you attract, convert and deliver for your target customers?
Possibilities - What is the offer, pricing, guarantees, margins, profit
Risk/Reward - #1 obstacle that’s holding you back from achieving your goals.
Ensure you leave the call feeling: clear, confident, and excited.
client lead conversions in 6 months from Digital Campaigns
conversion rate over the past 6 months from Digital Campaigns
SEO result on Google and #1 for Key Terms that bring clients to their website vs. their competitors such as ‘Physiotherapy Clinic Kingston’
During our 3 year relationship with K-TOWN Physiotherapy, we’re proud to have contributed to their success.