How to Market a Physical Therapy Practice

Patient Acquisition for Physical Therapy Clinics

Physical therapy practices can grow through both physician referrals and direct patient marketing. Many states now allow direct access to PT without a physician referral, creating a massive opportunity for practices that market directly to patients.

Direct Access Marketing

If your state allows direct access, market directly to patients experiencing pain. Target searches like “physical therapy near me,” “back pain treatment [city],” and “sports injury rehabilitation [city].” Create content explaining that patients can see a PT without a doctor’s referral.

Physician Referral Marketing

Build relationships with orthopedic surgeons, primary care physicians, and sports medicine doctors. Provide exceptional communication about shared patients. Create a referral portal that makes it easy for physicians to send patients to your practice.

Condition-Specific Content

Create comprehensive pages for every condition you treat: back pain, knee injuries, shoulder rehabilitation, post-surgical rehab, sports injuries, and more. This content ranks for condition-specific searches and demonstrates your expertise.

Local SEO

Optimize for local searches aggressively. Most PT patients choose a clinic near their home or work. Google Business Profile optimization, local content, and review generation are your highest-ROI marketing activities.

Patient Success Stories

Share recovery stories (with consent) showing patients returning to activities they love: running, playing with grandchildren, or competing in sports. These emotional stories resonate far more than clinical descriptions of services.