CONTENT MARKETING. HOW TO USE IT IN THE REHABILITATION INDUSTRY?

The goal of every physiotherapist or physiotherapist is to attract a client. The basis is the product or the service offered, the quality of which is to be a bargaining chip encouraging to buy. The modern consumer, however, has a wide range of options to choose from. There are offices in cities at every turn, and the pandemic has also forced a shift towards expanding online offers. Competition is growing and not sleeping, and entrepreneurs are trying to keep pace with it. This is where content marketing comes in and can change the face of any brand.

Content marketing is one of the marketing strategies based on creating unique content for a given brand. Their goal is to maintain the interest of customers who are already familiar with the brand and to convince new ones to associate with it. In this case, the brand does not focus on empty advertising. He wants to create something that will be an added value that will enable building long-term relationships with the recipient.

What is content marketing? Among others, are our industry and brand articles, podcasts, infographics, guides, videos, educational platforms, and reports. They all provide not only content that is important and interesting for a potential customer, but also delicately “smuggles” information about the brand.

As in every branch of business, also in the physiotherapy and rehabilitation industry, marketing is the basis, and content marketing – is an interesting solution. Contemporary times forced her to adapt to the new reality, which was, among others, difficulties in the functioning of offices. This provoked the owners or producers to take additional action, going beyond the framework of standard services.

The rehabilitation and physiotherapy industry is largely based on contact with the patient. These are joint exercises or health analyses, the so-called “work with a living organism”. So how can you use content marketing in such a specific sector?

First of all, those who invest in specialized articles will benefit. The knowledge of physiotherapists is valuable, the average patient does not have it. Professional presentation of the most important problems or indication of new solutions will not only build trust in the therapist (because he shares the knowledge he has), but also help position the business in search engines. Each properly prepared content for SEO will enrich the value of the website of a given office and will allow you to reach the potential client organically.

It’s a good idea to publish a valuable video. It can show both simple exercises to do at home and present knowledge in a more comprehensive, relational way.

Pie charts or infographics, showing, for example, the possibilities of a given therapy and its effects, will also be useful. It is an interesting solution and quite rare on the Polish market.