Emma Kingston’s recent launch of PT Clinic Marketing after two year’s success with AZ Healthcare Marketing is a response to the growth of that specialized facet of the healthcare industry. “The more I was engaged in the medical community, the more I saw that [physical therapy] clinics are really taking off, and changing the way they practice,” she says. The growing #ChoosePT movement is rebranding physical therapy clinics to be a first choice that patients can go to without first getting a referral from their primary care physician, and that can help people be pain-free without drugs. “Therapists are highly educated in their field,” Kingston notes. “They are not just a service; they are medical practitioners, so you can rely on them for advice.”
AZ Healthcare Marketing, focused in Arizona, works with physician practices to create a custom website as part of its full Web service. Its wholly owned subsidiary PT Clinic Marketing — with websites designed specifically for physical, speech and occupational therapy practices and which Kingston plans to expand globally — is more the semi-custom field, enabling the clinic to get its site set up and running in two weeks and at considerably less expense. Explains Kingston, “We have content and structure; they can add their own photos and text.” Key aspects of the design are making sure the website is easy to navigate, is mobile friendly, and has the crucial HIPAA-aware elements.
“PT clinics are marketing to the community, and going to social media more,” Kingston says. She emphasizes that physical therapy clinics — and medical marketing in general — must be very aware of HIPAA codes, from encrypted contact forms to using a secured server.