Physical therapy patients usually arrive with a name someone else gave them, and they check it on a search result, not a feed. Where social earns a place in a clinic is later and quieter: the preview card on a link a referral office forwards, and the long stretch between one episode of care and the next. This page covers those parts, and why neither needs a monthly posting bill.
Book a free consultation →The name on a physical therapy schedule rarely starts in a feed. It usually arrives with a referral or a recommendation. Direct access rules let a patient begin without a referral in many states, with details that differ state to state, so how much of your schedule arrives unprompted depends on where you practice. Either way, what follows is a lookup, and the lookup is mostly settled by the Google listing, which has its own page: Google Business Profile for physical therapy clinics. Paying a feed to win that moment is money spent on the wrong half of the decision.
Where a feed does carry weight here is the long gap afterward. A plan of care ends, the patient is gone for three years, and then the other shoulder goes, or a kid tears an ACL, or a parent needs balance work. Episodes of care tend to come back years apart, and a modest feed is one of the cheaper ways to still be nearby when the next one starts. For the patient holding your name on a referral this week, a post from last Tuesday is also plain evidence that the clinic is open, staffed and still at that address.
So the honest framing is support, not pipeline. The general case for this service is on social media marketing, and the wider picture for clinics is on physical therapy marketing.
A physical therapy clinic's web address travels further than its posts do. A surgeon's scheduler emails it to a patient, the patient texts it to whoever will drive her to appointments, a workers' comp case manager pastes it into an email to an injured worker. The social work we sell a clinic is aimed at those moments, and nearly all of it sits on the site you own.
Every item on that list keeps working through the weeks nobody at the clinic posts, and on a floor booked back to back there will be plenty of those. How we build covers the method.
The best post material a clinic has is the set of questions new patients ask at a first evaluation, and a content program writes those down anyway. What happens at a first visit. What to bring. How long a plan of care tends to run. What a therapist is watching during a balance screen. Why the exercises change in week four. Each of those is a page built to be found by someone typing the question, and the posts get carved out of it afterward instead of being invented for a calendar. Content marketing is the engine underneath, and for a sense of the writing, the learning library on our blog runs to 361 in-depth guides.
Take a guide on getting back to running after an ankle sprain, invented here as an example but the right shape. One page yields the rough timeline, the tests a therapist runs before clearing somebody, the mistake people make in week two, and a short clip of one of those tests. Four posts out of one page, and the page is still there for the next person searching the question long after all four have scrolled away.
What no one outside the building can supply is the clinic itself: a therapist demonstrating a progression before the first patient arrives, the new grad's first week, the clinic's booth at a local 5K, the fall prevention talk at the senior center. None of that needs a patient in frame, which is exactly what makes it safe material. Name the one person who will carry a phone on the floor and approve a caption, and the routine gets written around that person's week, busy weeks included. If nobody fits, the site work above still does its job without them, and that is worth knowing before anything else is bought.
In a physical therapy clinic the exposure rarely comes from a post someone planned. It comes from the friendly moments: a good-day photo on the floor, a warm reply under a clip, a quick answer to a message after hours.
Review replies follow the same rule; the ask itself, the same words to every patient with nothing offered in exchange, is covered on reputation management for physical therapy clinics. The posting routine we write carries these limits inside it, down to where photo authorizations get filed and the one-line reply for messages. That is a way of working with HIPAA in mind, not a compliance credential, and your compliance lead should read the routine before the first post goes out.
Most of the social work a clinic buys from us comes attached to the site or the monthly search work, with one small standalone option. Nothing is sold as a posting package, a per post price, a community management product or a monthly fee for watching a feed.
Paid social is the exception, kept for a job a search box cannot do, such as announcing a new location to the neighborhood around it. Our paid work leads with Google Ads, and paid social is priced on the same terms. Agencies in this line of work bill a flat fee or a percentage of what you spend on ads; ours is flat, quoted after a free consult, and the platform bills the ad budget straight to the clinic's card. Before any campaign, settle one thing with your compliance lead: an ad platform's tracking pixel on a page where someone requests an evaluation passes details about that visit to the platform.
Everything ongoing is month to month, and the site, the writing, the photographs and the accounts stay yours. The guides on what a website costs and what SEO costs show what moves each of those numbers, and the free what should you pay tool sketches the cost of a build or of search work before you call anyone, though it does not price the social pieces.
Both take a few minutes, and neither needs us.
If both checks pass, send the clinic name and city through the quote form, start with a free homepage mockup, or call or text (407) 694-2055. We are Kelly Webmasters and Marketers in Orlando, working with local service businesses nationwide since 2008.
Usually a split. The minutes between patients tend to belong to notes, so a therapist films a demonstration or two before the first appointment of the week, and the front desk lead captions and posts from the routine we hand over. We set up the accounts, correct the details, and build the first run of posts from your own condition pages and photos. The posting itself stays with the clinic, at a pace that survives a week with a therapist out.
Not without her written authorization. Resharing moves her story onto the clinic's feed, which is the clinic publishing that she was treated there, and a reply congratulating her on the recovery does the same in smaller type. If she wants it shared, have her sign the same kind of authorization you use for photos first. Otherwise leave the post where she put it and let it stand on its own.
Not with anything clinical. An app inbox is not a channel the clinic controls, and her plan of care belongs in the clinic's own records, not in a message thread. Reply once to say the clinic will call her, then call from the clinic line and let her therapist take it from there. Put one named person in charge of that inbox and write the reply into the routine, so it never depends on whoever notices first.
Exercise demonstrations filmed with a staff member, or a model who has agreed in writing, yes, and they are the most useful thing a clinic can shoot. Anything showing a real patient, including a range of motion clip that is obviously a specific person, needs written authorization on file before it goes up and should never be framed as the normal result. Host the good ones on your own condition pages too, not only in an app.
Some glance at it, and the ones who do tend to be schedulers and care coordinators rather than surgeons. They are the ones who pass your name along, so what they want confirmed is simple: the clinic still exists under that name and has therapists on staff this year. A current feed clears that. Courting physicians through posts is a poor use of the account; that relationship is built in person and in the paperwork their office already sees from you.
Only in the form your state and the patient's coverage allow. Direct access rules differ by state, including how long treatment may continue without a physician referral, and payers, Medicare among them, add conditions of their own. A post saying no referral needed can be true under your practice act and still wrong for one patient's plan. Wording that invites people to call and have their coverage checked stays accurate for everyone.
Because we do not sell posting. What a clinic gets from us is the site groundwork, inside a build at $3,500 to $12,000+ one time, and posts trimmed from condition pages already being written under ongoing SEO. Account cleanup and a first batch of posts, bought on their own, get a flat quote after a free consult. When comparing, ask that agency who approves a photo with a patient in the background and who answers a symptom question in the inbox.
Social Media services · Physical therapy clinics: industry overview · SEO for physical therapy clinics · Local SEO for physical therapy clinics · Websites for physical therapy clinics · Google Business Profile for physical therapy clinics · Reputation management for physical therapy clinics · What should you pay? (free tool)
Send the clinic name and city, and we will paste your homepage and one condition page into a message the way a referring office would, show you the card that arrives, and list the site-side pieces worth fixing before anyone talks about posting. Call or text (407) 694-2055, or email [email protected].
Book a free consultation → Or call/text directly: (407) 694-2055Tell us a little about the business and we will come back with an honest read: what we would fix first, what it costs, and whether you need us at all. Prefer to see work before you talk numbers? Get a free homepage mockup, built for your business, yours to keep either way.
Brandon reads every one of these himself. You will hear back shortly with an honest read on what we would do first, what it costs, and whether it is worth it for you.