How to Build Trust, Book More Patients, and Grow with Confidence
If you’re running a physical therapy practice, chances are you’re constantly balancing patient care with business growth. And according to Taradel’s new 2025 Medical Marketing Survey, you’re not alone—patient lead generation ranks as the #1 marketing challenge among medical professionals. Rising healthcare costs and rapid tech advancement are adding pressure, making smart, proactive marketing more important than ever.
The good news? With the right strategy—especially one that uses direct mail to build local visibility and trust—you can stand out, bring in new patients, and keep your schedule full. This blog will break down top marketing ideas, best practices, and tips designed specifically for physical therapy businesses, all backed by real industry data.
Let’s dive in.
1. Embrace a Local, Trust-Building Strategy with Direct Mail
When patients look for physical therapy, they want someone they can trust. Direct mail, especially Every Door Direct Mail (EDDM), offers a unique way to meet them where they are—literally. It’s hyper-local, non-intrusive, and feels more personal than a digital banner ad.
In fact, direct mail ranks as the #1 offline ROI driver for medical practices, and 70% of practices plan to increase or maintain direct mail usage in 2025.
Not only is it cost-effective, but EDDM allows you to blanket entire ZIP codes without buying a list, helping you stay top-of-mind with local residents—especially those who may not be actively searching online.
FREE EDDM Postcard Template
This free template meets all USPS requirements, is optimized for top print performance, and was designed by Taradel’s in-house pros specifically for physical therapy businesses.
View our full collection of FREE templates here!
2. Don’t Market “As Needed”—Be Proactive
Only 10% of medical practices use a purely reactive, “as-needed” marketing approach—and that’s a good thing. Why? Because staying top-of-mind in your community takes consistency and repetition. Patients may not need PT today—but if your brand shows up regularly (through mail, social, or SEO), you’ll be the first name they remember when they do.
Pair direct mail with digital ads or email for even better results. Half of all practices who use direct mail say they integrate (or plan to integrate) with digital. It increases exposure, improves tracking, and creates multiple entry points for new patients.
3. Nail the Channels That Work (Hint: Multichannel Wins)
In 2025, 90% of medical practices are using at least two marketing channels—because relying on just one doesn’t cut it anymore. While SEO remains the top focus, direct mail comes in a close second among healthcare marketers.
Here’s a simple multichannel approach that works well for PT clinics:
- EDDM postcard to raise local awareness
- SEO and Google Business Profile optimization to show up in searches
Phone call tracking to attribute leads - Email or social ads to retarget warm prospects
By aligning these efforts, you create a more seamless and effective patient journey.
4. Use Referrals and Phone Calls as Your Lead Magnets
You don’t need to reinvent the wheel. According to our survey, the most valuable leads come from referrals (60%) and phone calls (20%).
Build on that by using mailers or flyers to:
- Remind happy patients to refer a friend
- Highlight new patient offers
- Include a clear, trackable phone number with a compelling CTA
Want to take it further? Use call tracking numbers or unique promo codes to measure which campaigns are delivering real results—because 70% of medical professionals say performance tracking is extremely important to them.
5. Make It Look Good (Whether You DIY or Hire a Pro)
Your brand is your first impression. Whether you’re mailing a postcard or creating a Facebook ad, design quality matters.
- 50% of practices use online tools to design ads themselves
- 50% prefer to hire a professional designer
Either option is valid—as long as your ads are clean, on-brand, and easy to understand. (Our free templates are a great starting point!)
6. Explore AI and Automate Where You Can
It’s no longer just a buzzword—90% of healthcare marketers now use AI in some form, from automated appointment reminders to predictive audience targeting. Consider using AI tools to:
- Automatically schedule follow-up emails
- Optimize when and where your ads run
- Personalize offers based on past behavior
Even small automations can help your team save time and deliver a better patient experience.
Final Thoughts
Marketing your physical therapy business doesn’t have to be complicated—but it does need to be strategic. By investing in trust-building channels like direct mail, staying proactive, and embracing multichannel tactics, you’ll position your practice for sustainable growth.
And remember—all of these insights come from your peers in the field, gathered through Taradel’s 2025 Medical Marketing Survey.
Want a jumpstart? Customize your FREE physical therapy postcard template and start reaching new patients today.
