Content Is Not The Business. Patients Are.
From PT Pintcast - Physical Therapy by Jimmy McKay, PT, DPT | Physical Therapy Podcast
June 4, 2026 · 1h 2m
About this episode
This episode discusses effective marketing strategies for physical therapy clinics, emphasizing the importance of patient attraction and local positioning.
This episode is a practical clinic-owner conversation about marketing that actually has a job to do. Jimmy McKay, Dave Kittle, and Tony Maritato talk through content creation, direct mail, therapist branding, anonymous posts, AI comments, and why PT clinic owners need to understand the game they are playing before spending money or time. Key insights from the discussion: • Content should attract something specific: patients, referral partners, or staff. • Local positioning matters more than generic posting. • Direct mail can work when clinic owners commit to testing over months, not days. • A new therapist can become a visible local authority if the clinic builds content around them. • Seasonality affects some PT clinics heavily, especially in markets with snowbirds or summer travel. • Anonymous posting and AI comments may create noise, but they rarely build trust. • Showing real clinic interactions can help other PTs learn and give patients a clearer sense of the experience. Why this matters for busy PTs and clinic owners: Most clinics do not have a content problem. They have a positioning problem. This episode shows how to connect marketing activity to real business goals…
People in this episode
Host: Jimmy McKay
Guests: Dave Kittle, Tony Maritato
Topics covered
- marketing
- physical therapy
- content creation
- patient attraction
- local positioning
- clinic visibility
Keywords
- physical therapy marketing
- patient attraction
- content strategy
- local authority
- direct mail
- therapist branding
Sponsors
SaRA Health
Mentioned in this episode
Organizations: conciergepainrelief.com, The Dave Kittle Show, Total Therapy Solution, PT Pintcast
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