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CT Family PT

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Women aged 50+ who are looking to regain control of their health and fitness for expanded mobility and a confident lifestyle.

Audience Type

  • B2C
  • Older women, empty nesters, primary family health decision-makers

Needs – Primary Buying Considerations

  • Rapid, personalized approach to physical therapy
  • Easy access and short wait times
  • Empowerment to manage their own health

Demographics

  • Age Range: 50+
  • Gender: Female
  • Geography: United States (Specifically Connecticut based on business name)
  • Income Level: Middle to High (Inferred from the service pricing and lifetime customer value)

Psychographics

  • Lifestyle: Active, health-conscious
  • What they value: Health and wellness, Independence, Self-care
  • Pain Points: Limited mobility, aspiring for more active lifestyle
  • Buying Behavior: Careful and deliberate, motivated by self-betterment

Secondary Target Market

  • Family members (possibly younger) who are interested in supporting their aging relatives with physical therapy and health management.

2. My Message to My Target Audience

Refined Elevator Pitch

  • CT Family PT gives 50+ women the power to take back their lives, offering a swift path to healing that evades the frustration of the current bulk care system in the US.

Understanding Their Pain Points

  • Long waits and unfruitful co-pays in the current healthcare system
  • Limited mobility within their own lives
  • The disheartening feeling of not being independent

Transformation

  • Experience a swift path to healing and regain autonomy
  • Rekindle the feeling of confidence and self-belief
  • Freedom to live their lives to the fullest without being held back by physical constraints

Unique Selling Proposition (USP)

  • Personalized healthcare designed for speed and efficiency
  • One-to-one support for total understanding and progress
  • Ditch the inefficient, unsatisfactory traditional healthcare system

Brand Values & One-Liners

  • "Take control and move freely again."
  • "Your swift path to healing."
  • "No wait times. Just you and your healing journey."

Tone

  • CT Family PT communicates with empathy, reassurance, and the promise of new beginnings. We want our customers to feel heard, empowered and hopeful once again.

Hero Text Idea

  • Flag Text: "Healthcare Designed for Women 50+"
  • Main Headline: "Forget Wait Times, Start Healing"
  • Sub Headline: "Experience personalized assistance on your journey to regaining control and confidence."
  • CTA: "Begin Your Healing Journey Now"

3. The Media I Will Use to Reach my Target Market

Website

  • Ensure mobile optimization on Wordpress for accessible browsing from any device
  • Start tracking 'Contact Us' form submissions and phone call clicks as conversion events
  • Utilize Google Analytics to understand website visitor behavior and demographics

Social Media

  • Prioritize Facebook and Instagram given the age demographic of the target audience
  • Post 3-4 times a week with content showing patient testimonials, educational videos and inspirational quotes
  • Leverage Instagram Stories for behind-the-scenes content, Q&As, and tips

Paid Advertising

  • Utilize Google Ads and Facebook Ads targeting women 50+ in the Connecticut area
  • Run Search Campaigns on Google Ads for relevant physical therapy keywords
  • Start a Facebook Ads campaign focusing on lead generation

Content Recommendations

  • Write regular blogposts on topics like 'Exercises for Active Aging', 'How to Improve Mobility', 'Tips to maintain an active lifestyle at 50+'

Directories

  • List business in local Connecticut directories such as Yelp, Yellow Pages, and BBB
  • Ensure Google My Business listing is claimed, updated and optimized

Partnerships & Outreach

  • Partner with local gyms, yoga studios, and senior living communities to extend services and offer workshops
  • Offer guest speaking at local community events and health fairs on the subject of active aging

SEO and Content

  • Publish regular blog content focusing on keywords around 'physical therapy', 'active aging', 'mobility exercises for seniors'

Offline and Local Media

  • Utilize direct mail in targeted zip codes with promotional material
  • Consider local news or radio ads that reach the target demographic
  • Invest in yard signs or flyers at local businesses

Online Events

  • Host webinars on active aging and preventive care

Online Networking

  • Engage in online health forums geared toward the senior population
  • Actively participate in relevant Facebook groups

Cold Outreach

  • Use email outreach to local business owners (gyms, yoga studios) for partnership

discussion

During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free 'Home Mobility Checklist' for identifying potential problem areas in a home environment.
  • 'Essential Exercise Guide for 50+ Women' showing key exercises for maintaining mobility & wellness.
  • Webinar titled 'Taking Control Of your Health: A Guide For Women Aged 50+'.

Tripwire Offer

  • Initial Physiotherapy Assessment at a discounted rate.
  • First trial session with custom-tailored exercises to start the healing journey.

Welcome Sequence

  • Send a welcome email with an introductory note, appreciation for opting-in, & details about the lead magnet.
  • Follow-up email providing insights into the physiotherapy journey.
  • A soft-sell email introducing the tripwire offer.

Segmentation

  • Categorize leads based on their engagement with the lead magnet or tripwire.
  • Tag clients based on their pain-points if discovered during the consult.

Chatbot and Automation

  • Implement a basic chatbot on the website to handle FAQs and schedule consultations.
  • Set up email automation for welcome sequence and regular content sharing.

2. My Lead Nurturing System

Marketing CRM

  • Given the budget and need for easy setup, consider using HubSpot CRM.
  • This platform offers contact management and marketing automation tools.

Sales CRM

  • HubSpot CRM can serve both marketing and sales needs.
  • Develop a simple pipeline: New Lead > Consultation Scheduled > Consultation Held > Therapy Session Scheduled.

Automated Follow-Ups

  • Follow-ups after form submission, free consult, and tripwire purchase.
  • Use HubSpot's marketing automation for triggered emails.

Newsletter

  • Send a monthly newsletter featuring success stories and therapy tips.
  • Focus content on empowerment, mobility tips, and health news for women 50+.

Retargeting & Ads

  • Use Facebook Ad platform for retargeting website visitors and engaging lead ad campaigns.
  • Target ads towards women 50+, especially those who visited the site but did not convert.

Social Media and Content

  • Weekly posts on Facebook and Instagram, focusing on client success stories and therapy tips.
  • Regularly post interactive content like live Q&As and quick health quizzes.

Webinars and Events

  • Hold monthly webinars on topics pertinent to the target audience, like 'Improving Home Mobility'.
  • Promote upcoming webinars in newsletter and social platforms.

Other Nurture Channels

  • Implement a chatbot on the website with ability to answer FAQs and schedule consultations.
  • Consider an SMS strategy for reminders about appointments or webinar events.

3. Sales Conversion Strategy

Sales Process

  • Introduce a formal step-by-step process for sales.
  • Implement a CRM for tracking and managing leads and sales.
  • Use video calls for initial consultations to build a more personal connection.

Sales Assets

  • Create a sales script tailored to the pain points of the target market.
  • Train staff on objection handling and closing techniques.
  • Develop a sales proposal template that highlights the unique benefits of CT Family PT.

Testimonials and Case Studies

  • Create a testimonial collection process, using post-service surveys or phone calls.
  • Showcase testimonials on the website and in proposals.
  • Develop case studies highlighting success stories and outcomes.

Conversion Rate Insights

  • Track conversions from initial consultation to paid service to establish a conversion rate baseline.
  • Set a conversion rate improvement goal.
  • Experiment and refine the sales process to improve conversion rates.

Urgency and Offers

  • Introduce limited time offers to create urgency (e.g., discount on initial consultation if booked within a certain timeframe).
  • Offer bundles of services as a deal for committing to longer-term care.

Guarantees and Risk Reversal

  • Offer a satisfaction guarantee to build trust and overcome objections.
  • Develop a refund or rescheduling policy for canceled appointments to minimize perceived risk.

Shock and Awe

  • Send a personalized "Welcome Kit" with branded materials to booked clients.
  • Include a gift card or discount for a future service to induce repeat business.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • A warm welcome email introducing the personal therapist.
  • A quick informative video on how to maximise the benefits from the service.
  • Clear next steps in treatment and a roadmap of recovery.

Communication Cadence

  • Bi-weekly check-ins via phone call or video call.
  • Monthly progress updates via email.
  • Annual touchpoints around birthdays and service anniversary.

Client Education

  • Access to a comprehensive video library of exercises.
  • In-depth guides on maintaining the newfound mobility.
  • Multiple sessions with experts to understand risks and precautions.

Personalized Touches

  • Congratulatory emails on all major treatment milestones met.
  • Personalized handwritten note from the therapist on birthdays.
  • A custom best-health care package every six months.

Visuals and Documentation

  • Monthly reports showcasing personal progress.
  • A digital "book of wins" highlighting all achieved milestones.
  • Infographics showing changes or improvements.

Feedback and Proactive Support

  • Bi-annual service reviews to hear about client's concerns and experiences.
  • A comprehensive support plan during major treatments.
  • Make clients a part of beta users for any new feature additions.

Guarantee or Promise

  • A clear 30-day money-back guarantee or satisfaction promise.
  • Quality assurance commitment on all services to deliver as promised.

Operational Excellence

  • A hassle-free cancellation policy.
  • High flexibility in slot bookings, cancellations, and rescheduling.
  • Maintaining punctuality and professional appearance at all service delivery points.
  • Implementing clear and consistent communication standards.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer package deals for multiple sessions booked in advance
  • Consider annual contracts with monthly or quarterly payment options for regular clients

Upsells & Cross-Sells

  • Implement add-on services such as nutrition consulting or strength training
  • Promote health and wellness products that align with the company's brand

Bundling & Packaging

  • Create bundled packages incorporating physical therapy sessions and add-on services
  • Introduce beginner, intermediate, and advanced tiered packages to accommodate different fitness levels

Loyalty & Retention Programs

  • Set up a referral system where clients receive a free session or discount for referring a friend
  • Create a loyalty card program where purchasing a certain number of sessions earns a free one

Pricing Strategy

  • Offer a loyalty discount for long-term commitment, such as a discount on next sessions
  • Use a tiered pricing system based on service level (beginner, intermediate, advanced)

Customer Data and Insights

  • Set up a system to track customer frequency and satisfaction for insight into churn risk
  • Regularly survey customers to gather data on their needs and feedback on services

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Free consult for referrers
  • Discount for subsequent sessions for referees

Shareable Assets

  • Pre-made social media posts highlighting success stories
  • Referral cards for clients to hand out to friends and family

Timing and Triggers

  • Request referral after a successful session or milestone
  • Automate email reminder for referral after a successful session

Client Success Stories

  • Collect testimonials via post-treatment surveys
  • Share success stories on website and social media

Referral Contests

  • Quarterly contest for most referrals with a free session as prize

Thank-You Experience

  • Handwritten thank you note for clients who refer others
  • Special recognition on website and social media for top referrers

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