Marketing Expert, Nitin Chhoda, Warns That Technology Erodes Patient Attention and Offers Immediate Ways to Win it Back

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Technology is eroding the attention span of patients and referral sources, according to small practice marketing expert, Nitin Chhoda. He noted that if left unchecked, it can seriously harm the long-term survival of practices and added that technology offers ways to win back patient attention immediately.

Physical Therapy Marketing

To combat distracting technology, Chhoda noted that it’s that very same technology that can be employed in a variety of ways to build rapport with clients, physicians and other referral sources.

“If you’re not making a conscious effort to try and get the attention of the patient, you’ll lose them forever,” said physical therapy marketing expert Chhoda. “Patients have a very limited attention span and if you are not actively engaging patients using newsletters, text messaging campaigns, emails, regular mail and phone calls, they will simply slip through your fingers. Technology offers a guaranteed and immediate way to win back patient and physician attention.”

Technology has led to the creation of mobile devices that keep patients connected and online 24/7. They use their phones and tablets to talk, text, play games and surf the Internet in the waiting room, at the cash register and in their vehicles. The same is true for referring physicians, who are often contributing members of online forums and professional organizations.

Chhoda said no physical therapy business owner should assume they have a client’s attention, even those that receive services on a regular basis. To combat distracting technology, Chhoda noted that it’s that very same technology that can be employed in a variety of ways to build rapport with clients, physicians and other referral sources.

Newsletters are a premium method for distributing information, announcing special offers, and establishing practice owners as experts in their chosen field. Chhoda suggests a ready-made solution such as Therapy Newsletter, a system that provides everything needed for an effective newsletter, from customized content to multiple methods of delivery. It also offers an exclusive license to insure competitors can’t use the technology in the same area.

A multi-dimensional way to maintain contact with patients and referral sources that makes use of the latest technology is Clinical Contact. The system offers mobile marketing, text messaging, voice broadcasting, and social media marketing through Facebook, Twitter and LinkedIn. Free widgets and landing pages are included, along with sign-up pages, mobile coupons and appointment reminders. Users can import client contacts, generate leads, send photos and videos, and conduct polls and voting.

The erosion of patient attention and referral sources is a serious problem for practice owners who must compete for attention with a myriad of mobile devices. Technology has made it easier for patients and referral sources to remain in contact with friends, family and professional organizations, and Chhoda noted that the very same technology must be employed by practice owners to increase visibility among patients and physicians for a healthy and thriving enterprise.

Chhoda’s office can be reached by phone at 201-535-4475. For more information, visit the physical therapy website.

Nitin Chhoda is a licensed physical therapist, a doctor of physical therapy, and a certified strength and conditioning specialist. He’s the author of “Total Activation: The New 5 Step Fitness Mantra” and “Marketing for Physical Therapy Clinics.” He’s been featured in numerous industry magazines, major radio and broadcast media, and is the founder of Referral Ignition training systems, Private Practice Summit, the Private Practice Formula and the Private Practice Mastermind group. Chhoda speaks extensively throughout the U.S., Canada and Asia. He’s the creator of the Therapy Newsletter, along with Clinical Contact, a web-based service that boosts patient arrival rates.


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