The Importance of Content Marketing in Allied Health Marketing
- The Change Starter
- May 5
- 3 min read
Allied Health Marketing: Elevating Physiotherapy Clinics with Engaging Content Strategies
As a physiotherapy clinic, Sydney Pelvic Clinic’s (SPC) primary focus is delivering exceptional care to their patients. However, in today's competitive landscape, creating engaging video content for social media and ad campaigns is crucial for attracting new clients and driving long-term growth. But how can you balance the demands of content creation with the need to maintain a seamless, uninterrupted clinic experience?
Objectives
In a service based business like SPC, the Physios are the product. As such, showcasing their expertise and showing to potential patients the actual Physios they could meet with was a critical objective, as is the case with all allied health marketing.
However, whilst SPC wanted their Physios to be involved with the creation of engaging and educational content, they need to achieve this without disrupting the daily appointment schedules of the clinic.
Strategy
At The Change Starter, we understand the unique challenges faced by appointment-based businesses who seek allied health marketing to grow. That's why we developed a content creation solution designed to maximise SPC’s marketing potential while minimising disruptions to the clinic's day-to-day operations.
Our expert team worked closely with SPC to organise a focused, two-day content shoot that captures a diverse range of high-quality video footage featuring their skilled staff members. By concentrating our efforts into a short, intensive period, we ensure that their physios can devote their time to what matters most – providing life-changing care to patients.
With professionally shot video assets at their fingertips, SPC have the power to promote their clinic consistently throughout the year, showcasing their expertise and building trust with potential clients. This reduced the limitations of low quality footage and aligned to the positioning of SPC as a leader in the physiotherapy space.
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Deliverables
We at The Change Starter planned and curated a 2-day on-site shoot. The team worked closely with the staff to coach them on effective script delivery, ensuring that they felt confident and prepared to represent the brand authentically.
During the shoot, a year's worth of high-quality content was captured, including:
Specific scripted social media ads designed to promote the brand story and engage the target audience.
A series of ads for free webinars aimed at educating potential clients and establishing the clinic as an industry leader.
Educational content for social media channels, showcasing the clinic's expertise and providing value to followers.
To ensure a seamless and efficient production process, all ad scripts were written in advance, and the shooting schedule was coordinated to allow ample time for rehearsals and coaching. The goal was to empower the staff to deliver their lines with confidence and precision, often achieving the perfect take in just one or two attempts.
Collaboration was key to creating authentic, relatable content. The Change Starter partnered with the clinic to invite patients who were eager to participate in the shoot, enabling the capture of genuine, real-life scenarios that would resonate with the target audience.
Creative Showcase
Bowel Condition
Kids Continence
Pelvic Organ Prolapse
Coccyx Pain
Emsella Ad
SPC - Thrive Through Menopause Free Webinar
SPC - Male Pelvic Health Free Webinar
SPC - Getting Ready for Pregnancy & Birth
SPC - Female Pelvic Floor Free Webinar
Outcomes
During the 2-day on-site shoot, our team successfully captured high-quality content:
5 engaging ads that showcased the clinic's unique value proposition and resonated with the target audience
A welcome video that introduced potential patients to the clinic's professional atmosphere
Striking still shots that highlighted the clinic's state-of-the-art facilities and expert staff
Multiple pieces of social content that provided valuable information and insights to the clinic's followers
By efficiently planning and executing the shoot, The Change Starter delivered a comprehensive suite of allied health marketing assets that empowered the clinic to connect with their audience, build trust, and drive long-term growth. The result? A comprehensive library of high-quality, strategically crafted content that will support the clinic's marketing efforts throughout the year.
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The Change Starter® is a boutique marketing consultancy. We transform your marketing by creating and implementing a cohesive marketing strategy. We work as an outsourced marketing team for established businesses who are committed to growth. Book a FREE Consult to discover the next steps you can take to attract, engage and convert new customers.
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