Improving Quality of Life for Pelvic Health Patients through Physiotherapy Marketing
Pelvic health, a specialised area within physiotherapy and allied health often remains a mystery to those who can benefit most from its services. Many individuals experiencing pelvic floor dysfunction are unaware that their symptoms can be effectively managed by a pelvic physiotherapist, leading to a relief of symptoms and an improved quality of life.
Sydney Pelvic Clinic (SPC) recognises the need to bridge this knowledge gap and empower potential patients with the information they need to take control of their pelvic health. Physiotherapy marketing can help raise awareness of this allied health niche to bring an improved quality of life to even more patients.
Objectives
SPC wanted to help individuals identify when it was time to seek professional help and experience the life-changing benefits of targeted treatment.
Central to this mission was SPC’s understanding that education is the first step towards improving quality of life. By providing potential patients with knowledge about their symptoms, people could make an informed decision about their health, ultimately guiding them towards the care provided by the clinic's skilled pelvic physiotherapists.
Strategy
The Change Starter developed a strategy to raise awareness of the wide range of health concerns and symptoms that pelvic physiotherapy could address, using targeted online advertising. We tasked SPC with creating webinar content on four key topics, then we set out to create and promote Facebook ads to drive people to these free webinars, using them as a lead magnet to educate and encourage people with pelvic health symptoms to book an appointment. With this approach, we were able to reach audiences who were most likely to benefit from pelvic physiotherapy at different life stages and with specific health conditions.
At the heart of this strategy were four educational webinars, each tailored to address the specific challenges and opportunities within a particular niche. These webinars, created by the clinic's expert physiotherapists, provided valuable insights and practical advice that empowered potential patients to better understand their pelvic health and make informed decisions about their care.
These webinars served as a valuable introduction to the clinic's expertise and patient-centric approach that set the clinic apart as a leader in pelvic healthcare. By providing this content, The Change Starter demonstrated the clinic's commitment to empowering patients and fostering long-term relationships built on positive patient outcomes.
Deliverables
The Change Starter understood that to effectively raise awareness for the clinic's pelvic health services, it was important to develop a targeted campaign that spoke directly to the unique needs and concerns of specific patient populations. By segmenting the audience into four distinct niches - menopause, pregnancy and birth, men's pelvic health, and female pelvic floor - we were able to create relevant content for each group that motivated them to take action.
To ensure that the webinars reached the right audience, The Change Starter developed audience profiling for each of the four segments, then set up audiences in Meta ready to run Facebook ads. For each webinar, we created a series of eye-catching, persuasive ads that highlighted the key benefits of attending the webinars and encouraged users to sign up for the event.
These ads were meticulously targeted to reach individuals who were most likely to be interested in and benefit from the webinar's content, and who could attend an in-person appointment at the clinic, based on demographics, geographics and and online behavioural parameters. By delivering the right message to the right people at the right time, we were able to maximise the impact of our advertising spend and drive high-quality sign-ups for each event.
To further streamline the registration process and provide a seamless user experience, The Change Starter created dedicated event booking pages for each webinar. Throughout the campaign, we closely monitored the performance of our ads and booking pages, making optimisations to improve results and ensure that we were delivering the best possible return on investment for SPC.
By inviting webinar attendees to subscribe to the clinic's mailing list through the event booking process, The Change Starter ensured that these potential patients would continue to receive information and guidance, nurturing their relationship with the clinic and increasing the likelihood of future appointments.
Creative Showcase
SPC-Thrive Through Menopause Free Webinar
SPC-Male Pelvic Health
SPC-Female Pelvic Floor
SPC-Getting Ready for Pregnancy & Birth
Outcomes
The targeted awareness campaign delivered by The Change Starter achieved remarkable results for the clinic. As a result of these efforts, we were able to expand the clinic's reach, connecting with a growing number of individuals who were eager to learn more about pelvic health and take proactive steps towards improving their well-being.
Perhaps the most significant measure of success was the hundreds of prospective patients who signed up to the clinic's mailing list as a direct result of the campaign. This represented a substantial increase in the clinic's pool of engaged, interested individuals who had actively expressed a desire to learn more about pelvic health and the services offered by the clinic.
By capturing these valuable contacts, The Change Starter enabled the clinic to continue nurturing these relationships and guiding prospects along the path to becoming loyal patients. Through a series of carefully crafted email marketing campaigns, the clinic was able to provide ongoing education, support, and valuable resources to their growing community of subscribers.
These campaigns, delivered on a consistent basis, helped to establish the clinic as a trusted authority in the field of pelvic health and reinforced the value of their expertise to potential patients. The success of this campaign in building a thriving, engaged community of prospects underscores the importance of not just attracting leads, but also nurturing those relationships over time.
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