Spotlight on Physical Therapists

Physical therapist

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📈 592 Organizations in our network (and counting!)

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What we’re reading

  • Kroger Launches a Private Ad Marketplace
    Why it matters: Further evidence of the exponential growth of targeted channels and precision marketing, with traceable ROI. Further blurring of the line between sales and advertising.

  • Doctors become the world’s most trusted profession
    Why it matters: Despite all the noise in popular media, the pandemic has boosted the stature of physicians as a trustworthy profession, with 64% of the public rating them as trustworthy.

🔬Spotlight on: Physical Therapists (PTs)

What you should know:

  • PTs (also known as physiotherapists) are licensed professionals specializing in movement, to reduce pain and / or improve mobility.

  • To become a PT, one needs to complete an accredited Doctor of Physical Therapy (DPT) program, then pass the National Physical Therapy Examination (NPTE), given by the Federation of State Boards of Physical Therapy (FSBPT). 

    • Depending on the state of practice additional training, background checks, and continuing education may be required.

  • PTs are a rapidly growing specialty. Employment of PTs is projected to grow at 21% increased rate, which is much faster than the average for all occupations.

  • The American Physical Therapy Association (APTA) holds one of the largest meetings for PTs, which is typically held in February.

Why they matter:

  • They have regular patient touchpoints.  Given that they see the same patient weekly (or similar) for a set period of time, they have the ability to follow up quickly on progress, recommendations, and patient experience.  This provides the PT and patient quick feedback and the ability to course correct. 

  • They often see patients who are not receiving medical care.  Some patients seek PT to resolve symptoms “naturally”.  This leads to an interesting dynamic where the PT can recommend seeking medical attention when a patient may not know they need medical help, are challenged to navigate the medical system, or do not recognize an underlying problem.

  • Broad reach. They have a constant influx of new patients for many types of issues, such as: 

    • Non Surgical Pain Relief - Many times PTs help eliminate pain or heal to avoid surgery.

    • Safe Activities  – PTs understand how different sports or physical activities can increase patient’s risk for specific type of injuries and can design prevention exercise programs.

    • Motor Skills  – For adults and children, if patients are having trouble with basic movement, PTs advice is sought.  It also has been prescribed to strengthen heart and lung capacity as well. 

    • Education – Within the overall management plan, movement and exercise is critical, PTs help educate patients on the proper care to prevent future problems.  This is particularly true for patients with cardiac (heart) issues, obesity, and pulmonary (lung) conditions or co-morbidities.

  • Their advice is trusted.  PTs are often seen as “miracle workers”, and their recommendations are typically seen as evidence based, tried and true.   Furthermore, they are often asked about medical recommendations, nutritional supplements, and eastern medicine practices (acupuncture, cupping, meditation, yoga, etc) 

  • They are highly networked. Their patient and physician referral networks are broad; patients often bring back “recommendations” that worked to their physicians, friends and family.

You should care about them if you:

  • Make products related to health and wellness, sports, and or/exercise science  

  • Target customers that consume health and wellness content

  • Sell products with health and wellness ramifications that a PT could recommend or answer questions about

  • Want exposure into different specialties such as cardiology, neurology, physical medicine and rehabilitation, preventative medicine, pulmonary, and surgery

  • Focus on the mind/body connection

What to consider:

  • Continuing education can help establish trust. PTs typically need to complete continued educational requirements to maintain their licenses and practice. Those credits can be received at conferences, congresses, and online through associations.  They are always looking for new, cutting edge products and services. 

  • How they engage with patients. The frequency of seeing the same patient creates an environment to capture rapid feedback and testimonials on products. Their trusted relationships also may increase the likelihood of trial based upon recommendation.  These factors make PTs a great ally for launching and refining product messaging.  Affiliate and ambassador models also could work with this audience. 

  • What they specialize in. Like many healthcare providers, PTs may have specializations (sports, mobility, cardiac) or be found in different kinds of organizations (hospitals, groups, owner/operated).   This creates difficulty to reach the right “kind” for your product in a cost / time efficient manner

Top 3 ways we can help you connect with PTs:

  • Place continuing education within their networks

  • Find and build communities of super users who can help you refine your messages or product packaging or become affiliates or ambassadors. 

  • Target the right specialization of PTs to ensure your messaging reach is maximized

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