Patient Education = Thought Leadership.
You read books, research articles and attend key notes at seminars because you seek out "thought leaders." Your prospective patients are no different... they want to seek out a provider that helps them understand their condition and is a leader in Physical Therapy services. The purpose of having quality patient education on your website is to influence prospective patients to choose your clinic, improve customer experience and provide a platform for patients to share your brand with their friends through article sharing.
1. Develop thought leadership and stand out from the crowd
Most websites are basically online brochures. If you were looking at two plumbing company websites, one that is a brochure and one that has content that educates you, you may be more likely to call the company that "draws you in" by speaking to your needs.
2. Improve patient experience
We have seen many clinics using iPads in the clinic setting to show a patient a video or pull up a graphic to provide more context to an injury. Having content that is branded to you on your own website raises the bar in patient experience.
3. Create a platform for social referrals
As you become known as an educational thought leader, online patient education presents an opportunity for patients to introduce you virtually to their own circles by sending people a link to your website to research conditions.