Peak Physiotherapy is a private physio practice with four clinics across West Yorkshire. Owners Cathy and Sarah are highly experienced former NHS physiotherapists who employ a number of practitioners including leading specialists in paediatrics and neurological disorders, which operate under the separate brand names of Yorkshire Children’s Physiotherapy and Yorkshire Neuro Physiotherapy.
Prevention better than the cure
After seeing us speak at a business event, they approached Engage Comms back in September 2012 looking for ways to attract more private client work to supplement the NHS and insurance company referrals they relied on. Search engine optimisation was working well to drive traffic to their three brands’ websites but they were struggling to reach out to people who weren’t already specifically searching for physio services or were unaware of the general lifestyle and health benefits that preventative physio could bring them.
We came up with a strategy that would position Peak Physiotherapy and its sub-brands (Yorkshire Children’s Physiotherapy and Yorkshire Neuro Physiotherapy), as trusted advisers on both general health and well-being and treatment of specialist conditions.
We set up a WordPress blog from which they could share expert advice on topical issues affecting their target audiences and devised a content-led campaign on Twitter, Facebook and LinkedIn to keep all three brands at ‘front of mind’ with relevant audiences in Yorkshire. This included sharing case study content to bring to life their services, spotlights on their key experts and tapping into key sporting events in the region and awareness weeks linked to specific treatments.
New routes to market
We generated several tangible new business leads via Twitter, which have since turned into lucrative regular clients. We also built a captive audience of potential clients across the piste via all social media platforms who regularly share and engage with the useful content published on the blog and websites.
“From day one of working with Engage Comms they understood our business model and needs and came up with innovative ways of identifying new routes to market. They’ve helped us embrace social media as a strategic business tool that gets us tangible leads and results for a fraction of the cost of other marketing activities.”
Sarah Joice, Managing Director
Peak Physiotherapy Ltd
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