March 18, 2021

Overcoming Online Marketing Burnout

In this day and age, establishing a strong online presence is SO important for PT practice growth. For an entire post devoted to breaking this down, check out 10 Marketing Tips to Increase your PT Clinic Awareness.

Today, we’re talking about burnout. Digital marketing burnout.

I’m willing to wager that you didn’t get into physical therapy out of a love for marketing. Even if it’s an element of the job that you enjoy, the process can be exhausting.

It requires near-impeccable consistency.

Laboring for reviews and referrals.

Troubleshooting technical difficulties.

Troubleshooting ineffective marketing strategies.

And so on.

To top it all off, you’re expected to have some kind of *sparkle* that makes you stand out.

I repeat: this can become exhausting really fast… not to mention discouraging if you’re not seeing the results you’d hoped for.

google analytics for physical therapy websites
If you’re struggling with burnout more broadly, check out Overworked and Underpaid, which details 5 actionable steps to help you break through your burnout.


If online marketing’s got you down, these next few tips are for you. Consider the following three questions to uncover and return to the heart of your marketing strategy.

1. Are you operating within a clearly defined niche?

… or do you find yourself jumping all around, trying to cover too many bases?

Defining your niche too broadly (or leaving it ill-defined) will have you stretched too thin and unable to effectively build domain expertise. Narrowing your niche doesn’t mean you can’t practice beyond it, but does allow you to specialize.


Do you focus primarily on Performance Physical Therapy? Women’s Health / Pelvic Floor? Pediatrics? You’re free to define your niche in a hundred different ways, but what matters is that you deliver a streamlined and uniform front.

2. Are you remaining authentic to your vision?

Social media makes it way too easy to look at what other people are doing and fall into a trap. Other accounts can quickly cross the line from inspiring to restrictive. Without realizing it, you feel obligated to portray your practice in a way which mirrors others’ versions of success. This can ultimately conceal what makes what you have to offer special.

Return to the goals, mission, and vision you wish to enliven through your PT practice. Why did you become a physical therapist to begin with? What led you to open your own practice? What do you love most about your field of work? Here-in lies the heart of what makes your practice special. It’s the “why” that drives authenticity, and authenticity that yields response. Use the “why” to drive your marketing strategy.

3. Can you devote personnel specifically to marketing management?

Marketing responsibilities easily constitute their own position. Whether by insourcing or outsourcing, consider how much you’d gain by handing these responsibilities over to someone who specializes. Yes, it will cost you more money up-front. The return, however, could easily surpass your initial investment. To aid in your decision-making process, see Is it Cheaper to Manage your PT Clinic In-House? and 5 Questions for Outsourcing PT Clinic Management.