How Blogging Enhances Your Clinical Value and Brand Presence

Blogs that educate about the value of physical therapy provide a platform to display your expertise and commitment to clinical excellence.

With the growth of Direct Access, it’s important to focus your marketing efforts on consumer choice and feedback. Your online presence is key to these campaigns as 62% of individuals seek healthcare advice online.2 A well-written blog with high social media engagement will increase traffic to your website, increase your SEO (Search Engine Optimization), and direct patients to your practice.

How to Blog

Writing a blog should be simple. To start, recognize that experienced Physical Therapists are experts in diagnosing and treating musculoskeletal conditions, second only to Orthopedic Surgeons.1 The information that PTs share is valuable to the community. It’s important to understand this concept in order to produce respected content.

The next step is to begin writing. Here are six clinical blog structures and examples to use as starting points:

Develop Your Web Presence

There are several necessities to optimize your blog’s traffic, longevity, and impact:

  1. Add a blog landing page and corresponding button/banner on your website’s homepage.
  2. Begin lining up content providers for future posts. It may be a good idea to gauge the blogging interest of your connections and colleagues within your practice. Many individuals have passions and expertise that they’re willing to share!
  3. Begin with one blog per month, and increase frequency from there – start simple!
  4. Promote your posts via social media. With the average person spending 16 minutes of each hour on social channels, it is a great opportunity to share quality information and highlight your blog.2

If you’re reading this post, you’ve already recognized the need for a web presence. These simple steps can have a huge impact on your relationship with your patients.

  1. Childs J Whitman J Sizer P, et al. A description of physical therapists’ knowledge in managing musculoskeletal conditions. BMC Musculoskeletal Disorders. June 2005; 6:32.
  2. Knight E, Werstine RJ, Rasmussen-Pennington D, et al. Physical Therapy 2.0: Leveraging Social Media to Engage Patients in Rehabilitation and Health Promotion. Physical Therapy. 2015; 95(3)389-396.