1. The Good-Weather Go-Getter
They're ready to get outside. Is their body ready, too?
You know the person I'm talking about! They've spent much of the winter indoors, but now the weather is beautiful, and they're ready to make up for lost time.
Suddenly, they're walking several miles, hiking new trails, working in the garden, playing pickleball, or tackling that outdoor project they've been putting off.
I love seeing people get active, but sometimes their enthusiasm gets ahead of their conditioning. When activity levels increase too quickly, they may experience muscle soreness, joint pain, or an injury that puts a damper on their summer plans.
Here's how I'd market to this audience:
- Share helpful social media content. Offer tips on gradually increasing activity, warming up, and preparing for favorite summer activities.
- Create a summer movement blog. Write about preparing for hiking, gardening, golf, or other seasonal activities.
- Remind people what you can help with. Explain how physical therapy can help people address pain, improve mobility, build strength, and work toward their activity goals.
Here's something you could say:
“ Is your enthusiasm for summer outpacing your conditioning? If you're jumping back into hiking, gardening, walking, or your favorite outdoor activities, give your body time to adjust. And if pain is keeping you from doing what you love, let's talk about how physical therapy may help you get moving again!”
My marketing tip: Think about the activities people in your community enjoy. A clinic near popular hiking trails might focus on hiking preparation, while a clinic in a golf community might share tips for improving mobility and preparing for the course.
The more relevant your message is to your audience, the more likely it is to catch their attention.
2. The Stay Cool Senior
When the heat keeps them inside, help them keep moving.
While some people are eager to spend every minute outdoors, others are staying inside to escape the summer heat.
For older adults, especially those concerned about falling or losing strength and mobility, this can be a great time to focus on safe movement indoors.
I want you to think beyond simply reminding people to exercise. You have an opportunity to educate seniors and their families about the importance of maintaining strength, balance, and mobility as they age.
Here's how I'd market to this audience:
- Share indoor movement tips. Offer general suggestions for staying active safely in a comfortable, cool environment.
- Educate families about balance and strength. Explain how physical therapy can help older adults work on balance, strength, walking, and everyday functional activities.
- Connect with senior-serving organizations. Reach out to senior centers, assisted living communities, and local organizations to explore educational talks or fall-prevention events.
Here's something you could say:
“Too hot to head outside? You can still make movement part of your day! Maintaining strength, balance, and mobility can help you stay confident with everyday activities. If you or a loved one has noticed changes in balance, walking, or getting around, ask us how physical therapy may help.” - Now add some specifics!
My marketing tip: Don't overlook the adult children who help care for their parents. They may be looking for ways to help Mom or Dad stay active, independent, and safe.
A helpful educational post or community presentation can be a meaningful way to reach both seniors and their families. Keep your advice practical, welcoming, and appropriate for different ability levels.
3. The Community Connector
Summer is the perfect time to strengthen the relationships that help your clinic grow.
Now let's turn our attention to the people who help connect your clinic with the community.
I'm talking about physicians, other healthcare professionals, local fitness facilities, personal trainers, senior centers, sports organizations, and community groups.
You don't have to wait until you need more referrals to reach out. In fact, I encourage you to build and nurture these relationships consistently, even when your schedule is full.
Think of relationship-building as planting seeds. The conversations you have today can lead to valuable connections down the road.
Here's how I'd market to this audience:
- Reconnect with referral partners. Send a personal email or stop by to say hello and ask how you can support their patients.
- Look for opportunities to collaborate. Offer a short educational presentation, contribute a helpful article, or explore a community wellness event.
- Show up locally. Attend a community gathering, support a local organization, or connect with businesses that share your commitment to health and wellness.
Here's something you could say:
“ Summer is a great time to reconnect! I'd love to hear what you're working on and explore how we can continue supporting the health and wellness of our community together. Let's find a time to catch up!”
My marketing tip: Make your outreach personal. Rather than sending the same generic message to everyone, mention something specific about the person or organization. Ask a question, offer a useful resource, or find out what they're working toward.
The goal isn't to ask everyone for referrals. It's to build relationships that create value for the people you both serve.
Your Simple Summer Marketing Plan
Now that we've identified three audiences, let's make this easy to put into action.
You don't need to create an entirely new marketing campaign. I'd start with three small actions this week.
- ☑ Stay visible. Share one helpful social media post for the Good-Weather Go-Getter.
- ☑ Stay connected. Send an educational email or newsletter with tips for maintaining strength and balance during the summer.
- ☑ Build relationships. Reach out personally to three referral partners or community contacts.
That's it! Start small, be consistent, and pay attention to what resonates with your audience.
You can even revisit these three actions throughout the season, changing the topics and messages to keep your content relevant.
Keep Your Clinic Top of Mind All Summer Long
Here's what I want you to remember: Your community doesn't stop needing help with movement, strength, balance, and pain just because it's summertime. But their routines, priorities, and challenges may change with the season.
When you understand those changes, you can create marketing that feels less like advertising and more like a helpful conversation.
And remember, you don't have to do everything at once. A thoughtful social post, a useful email, or a simple check-in with a referral partner can be a great place to start.
Want to make your marketing easier and more consistent?
That's exactly why I created Elevate PT Marketing. I help physical therapy clinics stay visible, build stronger relationships, and communicate their value through practical marketing support, including blogs, social media content, emails, newsletters, and community events.
I'd love to hear from you! Which of these three audiences could your clinic do a better job connecting with this summer?
Let's connect and keep your clinic moving forward! Click Here To Connect
Tracy Lombardy
Elevate PT Marketing
Be Real. Be True. Be Inspiring.
