Top Physical Therapy Marketing Trends for 2025

Let’s face it: 2024 wasn’t exactly a smooth year for healthcare, and 2025 doesn’t look much better. Patients, now more than ever, are concerned about rising healthcare costs. In fact, over two-thirds of U.S. consumers feel these expenses are a heavy burden. What this has created is a more selective, almost cautious, patient base. They’re researching, comparing, and making decisions based on factors like affordability and convenience.

For physical therapy clinics, finding effective ways to connect with and retain these patients is becoming, well, absolutely essential. Let’s look at the physical therapy marketing trends that will shape that effort.

1. PT Marketers Must Focus on Building a Digital-First Patient Experience

Today’s physical therapy patients are taking a more active role in choosing their providers. They’re verifying doctor referrals online, considering convenience factors like location and hours, and expecting seamless digital options for booking and communication. Gone are the days when most patients blindly followed a doctor’s referral or relied solely on phone calls to schedule.

If your organization isn’t equipped to offer a streamlined digital experience, you risk losing patients to competitors who are. 

To keep up, you need tools that eliminate barriers in the patient journey. Call and lead tracking technology like Liine and CallRail aren’t just fancy apps—they help you understand how patients interact with your organization (both online and on the phone), so you can see what’s working and what’s just frustrating them.

Are patients getting stuck at scheduling? Are they bailing after long call holds? This kind of data can show you where things need fixing.

And it’s not just about what you already know. Tools like Liveramp can dig up third-party data to show you the types of people searching for therapy and what they care about. That’s how you go from guessing what they want to actually delivering it.

For example, if your clinic offers ACL rehab, you might find out through surveys or call data that people under 40 prefer online booking but older patients still want to call. In that case, you can make sure your website has easy, click-to-book options while still training staff to handle phone inquiries quickly and kindly.

Matthew Fitzgerald of Tend Dental put it well: “That digital-first, modern booking and scheduling experience…is highly valued.” Physical therapy clinics are no exception here—streamlining that process keeps people from giving up and heading to a competitor.

Overall, figuring out what patients prefer—text reminders, phone calls, or email follow-ups—and actually meeting those preferences can turn a first-time appointment into long-term loyalty.

2. Remove Barriers by Bridging the Gap Between Marketing and Operations

In physical therapy, patients often need regular visits to see results, but getting them to show up can feel like a challenge. It’s not that they don’t care about their health—they do. The issue is often the barriers they face: long wait times, clunky booking systems, or just plain inconvenience. For clinics, this isn’t just a patient problem—it’s a revenue problem.

To address this in 2025, marketing and operations need to stop working in silos. Aligning these two teams ensures that your marketing dollars drive real results while also improving the patient experience.

Here’s how you can start making this happen:

Fix the First Point of Contact

Your website is your “digital front door,” and for many patients, it’s their first impression of your clinic. Is it mobile-friendly? Does it load quickly? Are the forms simple, or are patients giving up halfway? Use tools like call tracking to figure out where people are getting stuck and make adjustments. Here are some ideas for your marketing team:

• Make booking simple: Offer online scheduling with clear availability.
• Use accessible language: Write content at a 6th-grade reading level to ensure clarity.
• Add flexibility: Provide options like virtual consultations or same-day appointments for urgent cases.

Cut Down on Wait Times

Patients don’t want to wait weeks for an appointment. If one location is fully booked, are you routing patients to another clinic with availability? Sharing capacity data between marketing and operations teams helps you promote the right services at the right time.

Stay Connected After Their Visit

Patients who don’t hear from you between sessions are more likely to forget or lose motivation during lengthy recovery times. Re-engage them with:

• Text reminders for appointments.
• Follow-up emails with progress updates and tips for at-home exercises.
• Surveys to gather feedback and show patients you’re listening.

Anticipate Patient Needs

Sometimes, patients feel uncomfortable reaching out again. As Michael Midgette of Thriveworks puts it, your job is to make them feel “welcome, supported, and heard” every step of the way. That means offering easy ways to contact your clinic, addressing questions before they’re asked, and showing empathy in your communications.

By working closely with operations, marketing can remove barriers, build trust, and create a smoother experience for patients—all while keeping your schedule full. Getting patients through the door is only the beginning; the real goal is keeping them engaged and coming back.

3. Full Speed Ahead for AI Adoption in PT Marketing

Artificial intelligence has dug its claws in healthcare marketing, including physical therapy. For many providers, AI has helped clinics process data, streamline tasks, and improve patient engagement. According to 451 Research, healthcare and life sciences organizations use an average of 10 more AI models than other sectors, with 93% planning to expand their AI budgets in 2025.

For physical therapy, this means more opportunities to personalize campaigns, analyze patient behavior, and make smarter marketing decisions without adding extra work to your team.

Smarter Campaigns with Predictive Analytics

One of AI’s biggest strengths is turning past data into future insights. By analyzing old campaigns—like which Facebook ads drove appointment bookings last spring or which Google keywords converted best—AI can predict what’s likely to perform well next time.

For instance, if ads for post-surgery rehab gained traction in the winter, AI might recommend a similar strategy for the coming year. This isn’t just guesswork; it’s a calculated way to keep marketing strategies efficient and effective.

Personalized Messaging Patients Actually Want

AI isn’t just about crunching numbers; it can also tailor messaging to specific patient needs. Say your clinic treats a mix of patients recovering from ACL surgeries, managing chronic pain, or seeking mobility improvement. AI tools can help craft targeted email campaigns or social posts for each group.

Someone rehabbing a knee injury might get exercises to try at home, while a chronic pain patient receives a case study on effective treatments. The goal isn’t to flood inboxes with more emails but to share the right information with the right audience at the perfect moment.

The Benefits (and Risks) of AI Adoption

AI can take over tedious tasks like transcribing phone calls, analyzing search trends, or generating basic ad copy. This frees up your team to focus on strategy and patient interaction. However, AI is far from a catch-all solution. It “learns” from data, which means it can make mistakes or produce suggestions that don’t feel authentic. 

That’s why a human touch is still vital—reviewing outputs, ensuring compliance with HIPAA standards, and maintaining a sense of trustworthiness in all communications.

As John Davey of Mount Sinai Health System said, the key is striking a balance: “When you do it right… you have tremendous opportunities.” For physical therapy clinics, AI is no longer a luxury; it’s becoming a strategic necessity to stay competitive, connect with patients, and make the most of every marketing dollar.

4. Make Authenticity the Heart of Your Content Strategy

Patients are savvier than ever about the information they consume, especially in physical therapy, where trust and expertise are essential. However, growing distrust, fueled by AI-driven, generic content, has left many wondering if what they read online is reliable. To stand out and engage meaningfully, physical therapy clinics need to prioritize authenticity in their content strategy.

Be Real, Be Human

Patients want to know who is behind the advice they’re reading. Featuring therapists, clinic directors, or staff members as the faces of your content instantly boosts credibility. For instance, a physical therapist could share insights on managing post-surgical recovery or highlight the importance of mobility exercises for aging adults. Seeing a real person offering guidance makes patients more likely to trust your brand.

Share Unique Stories

Every clinic has its standout moments that set it apart. Why not turn those into compelling content? For example, a story about a patient regaining independence after a stroke recovery program can resonate deeply. Pairing these stories with expert commentary from your staff builds a connection while showcasing your expertise.

Go Beyond the Basics

Sometimes, marketing doesn’t feel like marketing at all, and that’s a good thing. Take a cue from initiatives like CHI St. Vincent’s podcast, where patients shared their unfiltered recovery experiences. A similar approach in physical therapy, such as a podcast featuring patients talking about their rehabilitation journey, could make your clinic feel relatable and transparent.

Build Communities That Care

Lantern, a healthcare marketing leader, advocates for using authentic storytelling to form genuine patient connections. (Read more about their approach here). Physical therapy clinics could create online support groups where patients share their progress or seek advice. This not only fosters community but also keeps your clinic at the forefront of their minds.

By staying true to your clinic’s values and highlighting the human side of care, you’re not just promoting services. You’re building trust that keeps patients coming back.

5. The Importance of Data Democratization Will Be More Apparent

I always tell my clients, if you’re not using your data to its fullest, you’re leaving money—and patient outcomes—on the table. Physical therapy clinics generate mountains of data, from patient intake forms to progress notes. Yet, much of this data sits scattered across systems that don’t communicate well with one another, making it hard to draw meaningful insights. That’s where data democratization comes in: the ability to centralize and share data across departments, enabling better decisions and outcomes.

Centralized Data for Unified Decisions

Imagine your marketing, operations, and clinical teams all working from the same set of data. It becomes easier to spot patterns, like which services are in highest demand or where patient drop-off occurs. For example, tracking intake data alongside appointment attendance can reveal if long wait times are causing patients to cancel. As Clay Nickens of Action Behavior Centers says, democratized data allows the C-suite to dive deep and get granular insights while staying aligned with other teams.

Streamlined Marketing and Operations

When marketing teams know what’s happening on the operations side, they can adjust campaigns in real time. Say one location is fully booked for ACL rehab while another has availability. With centralized data, you can shift ad spend to promote the location that can take new patients, ensuring a better patient experience and maximizing clinic revenue. As you can see, this approach ties directly to the earlier trend of marketing and operations working hand in hand. 

AI’s Role in Making Sense of the Data

Artificial intelligence steps in to process and analyze unstructured data, like therapist notes or patient feedback surveys. Using tools like natural language processing (NLP), AI can uncover trends that might otherwise be missed, such as common concerns voiced by patients during rehab. These insights can inform everything from marketing strategies to operational improvements.

Better Care, Faster Decisions

Democratized data doesn’t just help your team—it helps your patients. Quicker access to unified data means therapists can make informed decisions without delays. As one U.S.-based healthcare system put it, tasks like finding evidence in charts now take seconds instead of hours, leading to faster and more accurate care.

Physical therapy clinics that embrace data democratization can cut inefficiencies, improve care, and keep their marketing strategies sharp—all while ensuring every decision is backed by data, not guesswork.

6. Facilities Should Use Digital Marketing for Recruiting Therapists

The healthcare industry is facing a critical workforce shortage, and physical therapy isn’t immune. A recent report from the AHA highlights that by 2028, shortages in healthcare staffing are expected to worsen, with recruitment challenges hitting nearly every sector, including physical therapy.

Outpatient clinics, in particular, are struggling to attract and retain therapists, assistants, and support staff, leading to service disruptions. For PT facilities to remain competitive, a stronger focus on digital marketing is essential to attract top talent.

Showcasing Your Workplace to Potential Hires

Digital marketing offers a way to highlight your clinic’s unique perks and opportunities. Potential recruits aren’t just looking at salary; they want to know about growth paths, work-life balance, and the kind of team culture they’ll join. A well-executed marketing campaign can showcase:

• Employee benefits like paid time off, flexible schedules, or relocation assistance.
• Testimonials from current staff about why they enjoy working at your clinic.
• Awards or recognitions that demonstrate a positive workplace environment.

By emphasizing these elements, clinics can build a stronger brand identity that clicks with job seekers.

Build Career Pages That Convert

A functional, attractive careers section on your website is critical. If your job postings are hard to navigate or lack essential details, you’ll lose potential hires before they even apply. Start by creating dedicated recruitment landing pages with clear navigation, well-placed calls-to-action (CTAs), and detailed job descriptions. Tools like conversion rate optimization (CRO) audits can help identify and fix barriers that might be turning away applicants, such as confusing forms or missing application instructions.

Expand Recruitment with Omnichannel Campaigns

Different roles require different strategies. For example:

• Leadership positions like rehab directors are often filled through referrals or by building a strong online reputation that attracts high-level talent.
• Entry and mid-level roles like PTAs or social workers benefit from PPC campaigns targeting candidates who may be exploring their next career move.

Using platforms like LinkedIn for senior hires and career sites for more accessible roles ensures a wide net is cast across the talent pool.

In 2025, physical therapy clinics that integrate digital marketing with their recruitment strategies will find themselves better positioned to address staffing challenges and attract the therapists they need to thrive.

7. PT Marketers are Looking for New Ways to Evaluate Impact

How do you know if your marketing dollars are really working? That’s a question I ask my clients all the time, and the answer is usually some variation of “We’re not sure.” For physical therapy marketers, proving the value of campaigns has always been challenging, but these days, it feels nearly impossible. With HIPAA restrictions limiting tracking options, platforms like Meta and TikTok keeping engagement data locked away, and patient interactions spanning multiple channels, it’s harder than ever to see what’s actually making an impact.

Rich Briddock, Cardinal Digital Marketing’s CSO, highlights the frustration marketers feel: “We strive for things like closed-loop, multi-touch attribution…but HIPAA concerns…mean we don’t have the visibility and measurability that we have become so used to.” For physical therapy clinics, this means moving beyond outdated methods to evaluate which campaigns and channels are delivering real results.

Media Mix Modeling (MMM) as the Next Step

More PT marketers are turning to Media Mix Modeling (MMM) to fill these gaps. By analyzing historical data, MMM helps clinics see which channels—like paid search, social media, or display ads—contribute most to revenue. Unlike pixel-dependent tools, MMM provides a HIPAA-compliant solution, eliminating guesswork while showing the incremental value of each channel. For instance, if a campaign for post-operative rehab is driving new patient inquiries, MMM can quantify its impact and guide budget adjustments accordingly.

RevRx™: The Physical Therapy Marketer’s Secret Weapon

RevRx™, Cardinal’s proprietary MMM tool, takes this approach a step further. Built specifically for healthcare, RevRx™ delivers actionable insights by combining statistical models with real-world factors like practice capacity and service line priorities. It offers detailed forecasts, showing how each marketing dollar affects patient acquisition and clinic revenue.

For example, if your ACL rehab program is nearing capacity, RevRx™ helps reallocate funds to promote less busy services, keeping your operations balanced while maximizing ROI. More importantly, it equips you with data-backed insights to confidently communicate your budget needs to stakeholders.

With tools like RevRx™, physical therapy marketers can finally move beyond vague metrics, gaining a clear picture of what’s driving growth and where to invest next.

8. Marketing Leaders Take on Expanded Roles

In physical therapy marketing, the role of a marketing leader has evolved far beyond traditional responsibilities. It’s no longer just about creating ads or boosting brand awareness. Today, you’re expected to manage the entire process—from attracting patients to ensuring they show up for appointments and tracking how those visits translate into ROI.

To do this effectively, you need to collaborate with multiple teams. Operations provides insights on capacity and scheduling, compliance ensures your strategies meet privacy regulations, and IT supports the digital tools you rely on for patient engagement. For example, if your CRM isn’t optimized, your marketing campaigns might generate leads that never convert because the system fails to nurture them properly.

And it doesn’t stop there.

A day in the life of a PT healthcare marketer could mean reviewing ad performance for a new service, analyzing feedback from patient surveys to identify weak spots, and brainstorming ways to showcase therapists’ expertise through social media. You might also work on solutions for operational bottlenecks, like refining email follow-ups to prevent cancellations.

This role goes beyond just “marketing.” It’s about making sure every step of the process, from the first ad click to the patient’s last appointment, aligns with your clinic’s goals and builds trust with both your team and your community.

Conclusion

2025 is looking like a tough year for healthcare, and physical therapy will feel the pressure with staffing issues, higher patient expectations, and tighter budgets. That said, it’s not all bad news. I believe with smart strategies like better data use, genuine patient engagement, and closer coordination between marketing and operations, growth is still very possible.

If you’re feeling stuck or need help figuring out your next steps, I encourage you to reach out to us here. Let’s find solutions together.