Lean Marketing

Before (Prospect)

1. My Target Market

Primary Target Market Summary

Endurance athletes aged 35-55, involved in community sport clubs, looking for personalized, one-on-one physical therapy to get back to their sport and community.

Audience Type

B2C
Endurance athletes, sport club participants

Needs – Primary Buying Considerations

Personalized, knowledgeable therapy services
Triathlon and community involvement reintegration

Demographics

Age Range: 35-55
Gender: Both Males and Females
Geography: Arlington/NoVA area, USA
Income Level: >$100k/year
Profession: Government worker or contractor

Psychographics

Lifestyle: Active, involved in running, swimming, cycling, or triathlon clubs
What they value: Physical fitness, community involvement, confident return to endurance sports
Pain Points: Injury recovery, desire to return to active lifestyle
Buying Behavior: Seek services that optimize integration of their sporting interest
Decision-Making Roles
Primary Decision Maker: Individual client
Secondary Decision Influencers: Sport club mates, coaches, other healthcare providers
Support Roles: Medical providers

2. My Message to My Target Audience

Refined Elevator Pitch

Greg Lemek of Persist Physical Therapy empowers endurance athletes regain their confidence, health, and community using his unique blend of physical therapy, coaching, and triathlete expertise.

Understanding Their Pain Points

Hindered performance due to injury or physical discomfort
Disconnection from sport and community after injury
Fear of not reaching their full potential as endurance athletes

Transformation

Return to their beloved sport stronger and healthier
Reconnection to their community through restored physical capabilities
Greater confidence and improved performance in endurance sports

Unique Selling Proposition (USP)

Personalized physical therapy from an experienced athlete and coach
Comprehensive approach including endurance coaching and bike fitting
Singular focus treats athletes' time as precious as their health

Brand Values & One-Liners

Perform, persist, proceed: Your journey to a stronger and healthier athletic life
Driven by passion, fueled by expertise
Restoring your athleticism, reconnecting you to your passion

Tone

Persist Physical Therapy communicates in a sincere and encouraging manner that resonates with the strength and determination of endurance athletes, providing comfort and encouragement amidst the challenging path towards recovery.

Hero Text Idea

Flag Text: Made for Endurance Athletes, Based in Arlington/NoVA
Main Headline: Rehabilitate, Train, Triumph with Persist Physical Therapy
Sub Headline: Experience the fusion of physical therapy and endurance coaching custom-tailored to catapult you back into your sport and community.
CTA: Book Your Discovery Call Today

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

Website

Continue leveraging the Squarespace platform
Implement Google Analytics to track website conversions
Focus on mobile optimization due to active nature of audience

Social Media

Prioritize Facebook and Instagram for their high use among the target audience
Regular posting frequency - 3x a week on both platforms
Primarily share success stories, rehabilitation techniques and tips

Paid Advertising

Google Search ads focusing on relevant keywords (e.g., 'Physical Therapy in Arlington', 'Sports Rehabilitation')
Facebook and Instagram ads targeting local sports clubs

Content Recommendations

Blog posts on injury prevention for endurance athletes
Videos of physical therapy techniques

Podcasts

Start a podcast on sports rehabilitation
Appear on sports and health podcasts (e.g., 'The Physical Performance Show', 'The Health Podcast')

Directories

Aim to appear on health and physical therapy directories (e.g., PhysicalTherapy.com)
Feature in local business directories in the Arlington/NoVA area

Partnerships & Outreach

Partner with local sports clubs for sponsorship and referrals
Engage with local coaches for workshops and networking events

SEO and Content

Write blog posts targeting keywords such as 'Sports therapy in Arlington', 'Endurance athlete injury prevention'
Optimize website pages with relevant SEO tactics

Offline and Local Media

Participate in local sporting events as a sponsor
Host free educational workshops at local sports clubs

Online Events

Host webinars on sports injury prevention and rehabilitation

Online Networking

Engage in sports and fitness forums (e.g., Reddit's r/fitness and r/triathlon communities)

Cold Outreach

Email outreach to local sports club managers for partnerships

During (Lead)

1. My Lead Capture System

Lead Magnet

'Injury Prevention Guide for Endurance Athletes'
'Nutrition Tips for Optimal Performance' eBook
'Master Your Triathlon' Email Course

Tripwire Offer

Discounted Initial Evaluation Session
Low-priced mini-coaching session

Welcome Sequence

Welcome email with introduction and company values
Follow-up email providing lead magnet resource
Third email introducing the discounted initial evaluation

Segmentation

Segment subscribers based on primary sport interest
Tag clients based on their stage in the sales cycle

CRM and Automation Improvements

Implement a budget-friendly CRM such as HubSpot
Set up email automation for lead nurturing

Chatbot and On-site Forms

Install chatbot to answer common inquiries
Optimize on-site forms for easier lead capture

2. My Lead Nurturing System

Marketing CRM

Recommended platform: HubSpot
Seamlessly tracks and nurtures leads
Automated email marketing capabilities

Sales CRM

Recommended platform: HubSpot CRM
Streamlines follow-up and nurture process
Includes lead segmentation

Automated Follow-Ups

Welcome email sequence after lead magnet download
Post-discovery call follow-up
Bi-weekly educational content related to therapy

Newsletter

Frequency: Monthly
Topics: Rehabilitation tips, success stories, local community events
Segmentation: Interests (based on primary sport), Needs (based on physical condition)

Retargeting & Ads

Platforms: Google Ads for search retargeting, Facebook Ads for social retargeting

Social Media and Content

Posting frequency: 3x a week
Content type: Success stories, functional tips, community engagement posts

Webinars and Events

Suggested cadence: Bi-monthly webinars on injury prevention

Other Nurture Channels

Use Tidio for Chatbot services on website
SMS follow-ups post-appointment

3. Sales Conversion Strategy

Sales Process

Deepen pre-discovery call survey to identify specific pain or goals
Implement email drip sequence to educate/reframe purchase as investment in well-being
Schedule semi-automated follow-ups post-discovery and post-evaluation

Sales Assets

Generate standard proposal with updatable blocks (for personalization)
Create evaluation follow-up email with upsell to package
Develop an aftersales care guide with exercise tips, etc.

Testimonials and Case Studies

Request testimonials during the final appointment or after a positive progress observation
Place testimonials on the website, and use excerpts in proposals and follow-up emails
Create case studies for blog posts to illustrate therapy impact
Rotate testimonials on homepage every 2-3 months to keep content fresh

Conversion Rate Insights

Implement conversion tracking using Google Analytics
Define and track sales funnel stages (lead, discovery call, evaluation, package sale)
Aim to bring discovery-to-evaluation ratio to at least 60%

Urgency and Offers

Offer seasonal rebates for bookings during long-haul endurance race periods (Spring and Fall)
Communicate “limited availability” based on Greg’s schedule capacity
Offer 'early bird' discounts for booking certain slots
Draft communication for each urgency scenario

Guarantees and Risk Reversal

Provide a 100% satisfaction guarantee for the initial evaluation
If the package isn’t suitable, offer a prorated refund for unused sessions

Shock and Awe

Welcome them with a Persist PT branded water bottle after first package purchase
Create a personalized thank you note after each purchase with some simple at-home tips for recovery

Objection Handling

Develop answers for typical objections such as cost ("imagine returning to your triathlon.")
Create a Frequently Asked Questions page and link it in proposals and follow up emails
Use education-based marketing to address objections preemptively like blog posts on the importance of personalized physical therapy in recovery

After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

A personalized welcome email after booking the first session.
A kick-off phone call to discuss the client's condition and expectations.
Printed welcome kit with essential information, testimonials, and a discount on endurance coaching.

Communication Cadence

Weekly phone calls after every session to discuss progress and address concerns.
Email updates every two weeks with visual representations of progress and recovery.
Quick response to any client's concerns or inquiries via email or phone call.

Client Education

Short, engaging videos demonstrating workouts and recovery techniques.
Blog posts with tips and links to relevant peer-reviewed research.
FAQs addressing common concerns and questions about therapy and recovery.

Personalized Touches

Celebrations for reaching milestones during recovery.
Handwritten notes with positive reinforcements.
Birthday surprises with a small, sports-related gift.

Visuals and Documentation

Before and after photos with client's permission.
Progress reports with easy-to-understand visuals and explanations.
Documentation of each session, noting improvements and changes.

Feedback and Proactive Support

A survey system to get feedback after every few sessions.
A system to respond promptly and resolve issues.
Proactive checks on the client's well-being and comfort levels.

Guarantee or Promise

A promise that the service will respect the client's time and precious health.
If not satisfied with the first session, the client gets a refund.

Operational Excellence

Flexibility in scheduling sessions.
Punctuality in every appointment.
Maintaining a professional appearance and creating a clean, safe environment.
Clear and consistent communication regarding progress and next steps.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Implement a six-month or annual prepaid membership for frequent services
Offer loyalty bonuses for those who renew their contracts (e.g., free consultation, discounted coaching session)

Upsells & Cross-Sells

Introduce post-recovery maintenance packages to aid in the prevention of future injuries
Promote sports performance coaching and bike fitting as complementary services to physical therapy

Bundling & Packaging

Create therapy and coaching bundles and offer them at a discounted price
Develop premium packages that include extra sessions or more specialized services (advanced bike fitting, personalized training routines)

Loyalty & Retention Programs

Implement a referral program offering discounts to both referrer and new client
Develop a loyalty program where clients earn points for each session, redeemable for extras (e.g., extended sessions, exclusive workshops)

Custom Services and Personalization

Offer upgraded packages that include more personalized care (e.g. home visits, direct access to Greg for emergency consultation)
Add a concierge-style package with priority appointment booking, and continual monitoring and guidance

Pricing Strategy

Offer discounts on prepaid contracts to incentivize long-term commitment
Gradually introduce tiered pricing based on service level and client needs

Customer Data and Insights

Start using a simple CRM to track customer interactions, history, and feedback
Use data insights to identify clients who may require more sessions and offer personalized solutions package

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Offer 10% discount on endurance coaching for referrers
Reward referees with a free evaluation session

Shareable Assets

Custom referral link for website booking
Pre-made social media posts championing transformation stories

Timing and Triggers

Request referrals post 5 successful sessions, after noticeable improvements
Automate email reminders to invite referrals

Client Success Stories

Regularly publish client testimonials on website and social media
Emphasize how they returned to their sport successfully

Referral Contests

Host quarterly `Refer-a-Champion` contests with free evaluation service as a prize

Partner or Affiliate Programs

Collaborate with local sport clubs for referrals, offering exclusive deals to members

Thank-You Experience

Send handwritten thank-you notes for every referral
Feature top referrers in a dedicated ‘Hall of Champions’ on website

Persist Physical Therapy

Your 1-Page Marketing Plan is Ready!