8 Physical Therapy Marketing Strategies with a Therapy Pool (1 of 2)

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Physical therapy clinics are like any other business – they need competitive marketing strategies to stay on a growth trajectory. One physical therapy marketing strategy – a therapy pool – can make the difference between whether the business sinks or swims.

Why Get an Aquatic Therapy Pool?

Aquatic therapy has been documented to deliver faster outcomes. And ultimately, offering clients the best results in the shortest time is any physical therapist's best marketing strategy.

Many physical therapy practices choose Endless Pools for their aquatic therapy. Endless Pools offer:

  • Energy-efficient heating
  • Our exclusive Underwater Treadmill for post-operative gait analysis
  • Access options, from stairs to grab bars, for physical therapy clients with mobility impairments
  • Modular construction that allows for custom sizing and…
  • The ability to relocate the pool – a must for physical therapy clinics in leased spaces

Physical therapists can even get an Endless Pool with NSF certification. Commercial pools with NSF certification, the most rigorous nationally recognized commercial standard, may help to streamline the permitting process for aquatic therapy pools.

With these suggested marketing strategies, a little planning, and an ear for client feedback, a physical therapy practice can use a therapy pool to broaden into a wellness and sports conditioning center. The new customers will deliver a steady stream of new revenue.

Physical Therapy using the Commercial Endless Pool at Advance Physical & Aquatic Therapy
"The Endless Pool is the crown jewel of our physical therapy clinic," finds Josh Green, Co-founder of Advance Physical & Aquatic Therapy. After 10 years with his Endless Pools WaterWell, he says that it's "easy to maintain, great for aquatic therapeutic exercise, safe to access for our patients, and looks great."

8 Physical Therapy Marketing Strategies

1. Tap your insurance patient population.
Use your existing client base as a feeder to your pool programs. You’ve already earned their trust, and depending on their condition, select aquatic therapy programs may also be covered by insurance or under their FSA, HSA, or HRA.

2. Find swimming and aquatic therapy talent online.
Local pool space is limited in most areas, so the best aquatic therapists, instructors, and swim coaches are likely seeking new venues. LinkedIn and Craigslist are affordable job-posting options. To headhunt, check out the websites of relevant coaching and aquatic therapy associations; many of these sites will let you search for certified instructors in your area.

3. Hire only the best.
You have a warm-water pool with an industry-best swim current; you can afford to be choosy! Confirm that each candidate already has a following by checking references, including their website and social media engagement.

4. Tap the most willing markets.
Contacting local swimming and triathlon clubs can make a profitable marketing strategy for physical therapists with an Endless Pools swimming machine. Many of them are already aware of Endless Pools’ reputation and are eager for the regular training opportunities. A discount on their initial session always makes a good icebreaker!

Physical Therapist works with a PT client on the Endless Pools Underwater Treadmill
"The Endless Pool is a money-maker for us," according to Joseph V. Mullen, Chiropractic Neurologist at The Injury Care Center. Thanks to their having an Endless Pool with an Underwater Treadmill, "We bill for services we wouldn’t have without it. It’s a great marketing tool that makes us a more credible facility."

5. Conduct a competitive analysis.
What’s best for your facility: Eight-week programs? Monthly memberships by EFT withdrawal? À la carte classes? Before you decide, research programs and fees in your area; the results will tell where there’s demand, where there’s untapped potential, and what your market will bear.  

6. Consider a referral rewards program.
Many pool programs target tight-knit, well-networked communities, such as triathletes, student swimmers, yoga aficionados, and new moms. Word of mouth and social networks can exponentially expand your customer base, so it could be worthwhile to encourage referrals. A discount or free session for referrals can be a significant motivator.

7. Broaden your schedule.
To raise your swimming and therapy pool’s occupancy rate, you need to be open when your customers are free. Include morning, evening, and weekend hours so families and working adults can easily fit your programs into their schedules. You may find that your most dedicated pool-goers use your facilities between 6-8 am and 8-10 pm.

8. Classes Build Community
Want to profit from pool programming? Then you can learn from other health facilities that have been conducting group programs for years! According to IHRSA, the leading trade group for the health club industry, retention is higher for members who take group classes versus members who just use the equipment. Retention is also higher for members with strong social ties to other members; member-to-member connections have even been shown to be a more significant predictor of retention than member-to-staff connections!

Next Up: Discover 9 outside-the-box programming options to expand the audience -- and the revenue -- for your therapy pool.

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