Market Focus: Physical Therapists
That said, don’t forget the basics. “Detailed, high-quality graphics and a catchy tagline are also important to catch busy therapists’ attention,” Rich elaborates.
Private Practice vs. Clinic or Hospital
When choosing lists to test, it’s important to distinguish between lists of therapists who work in hospitals and clinics versus private practice or home health care settings. According to the Bureau of Labor Statistics, about six out of 10 physical therapists work in hospitals or offices. A 2007 Physical Therapy Products study of 30,000 readers indicates 99 percent of therapists at hospitals and clinics and in private practice settings play a role in purchasing decisions. However, Tepper also says those in private practice have more discretion over final purchase decisions.
Reaching Physical Therapists
Because therapists do not spend much work time in front of their computers, one way to maximize your exposure is by choosing online advertising venues carefully, such as industry and hospital Web sites. Some industry publications have created e-newsletters that are sent directly to therapists’ e-mail inboxes, allowing them to click on articles and advertisements of interest, according to Tepper. Theme issues, he says, also are a good opportunity to get in front of sub-specialties and niche markets within the industry; for example, PT Magazine publishes themed issues ranging from home health to geriatrics.
Rich and Tepper agree physical therapists appreciate well-crafted messages that provide beneficial information to their patients. Tepper says, “[Therapists] are stereotypically empathetic; they really are concerned about helping patients.”
The industry is working to generate more research and methods for evidence-based practice. “Ads that take the approach of presenting clear-cut, research-based facts detailing products that will help the patient recover are the most effective,” Tepper concludes.