In this week’s episode of “Grow Your Practice,” we explore Stacey Hicks’ success story. Stacey is the owner of Carlisle Place Physical and Occupational Therapy in Lancaster, New Hampshire. She and her Head of Marketing, Erin Langmaid, they share invaluable insights on how they’ve utilized workshops to significantly grow their practice in a rural setting.
1. Transition from Legacy to Modern Marketing
- Old School Tactics: Initially, Carlisle Place relied on newspaper advertising targeting an older demographic, which yielded minimal engagement.
- Modern Shift: They’ve since pivoted to social media marketing, which has broadened their audience reach and improved engagement, illustrating the importance of evolving marketing strategies to meet current trends.
2. Hosting Effective Workshops
- High Attendance: Their first workshop saw an impressive turnout, with registrations exceeding expectations, demonstrating the community’s interest and the effectiveness of their promotional strategies.
- Direct Evaluations: Transitioning from offering free screens to direct evaluations during workshops, enhancing the conversion rate of attendees into regular patients.
3. Community Engagement and Building Relationships
- Local Impact: The move to a more populated area in Lancaster and maintaining a strong presence in the community has helped Carlisle Place become a recognized and respected entity.
- Personal Touch: Stacey and her team’s approach to remembering patients by name and condition exemplifies the power of personal connections in a small-town setting, fostering strong word-of-mouth referrals.
4. Overcoming Challenges with Innovative Solutions
- Scheduling Solutions: Managed post-COVID cancellations and scheduling uncertainties by offering immediate evaluations.
- Educational Outreach: Used social media and workshops to educate the community on physical therapy’s role as primary care.
Conclusion: Adaptation and Community Connection
Carlisle Place’s story highlights the importance of evolving marketing strategies and engaging deeply with the community. Their focus on direct patient care and educational workshops sets an excellent example for private practices in rural settings.
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