Attracting Top Caliber Job Applicants in the Competitive Physical Therapy Industry

Challenge

To position a privately owned, out-patient physical therapy network with 10 locations in the Greater Philadelphia region, as the desired place to work for physical therapists in the highly competitive physical therapy marketplace. 

Strategy

Maven created a camaign that championed the company's current physical therapists by making them visibile where other physical therapists would see. Maven wrote media bios for each of the 27 physical therapists, focusing on each therapist's unique qualifications, so that they became resources for journalists. Maven also supported individual physical therapists in writing, editing and placing bylined articles in physical therapy trade publications, which positioned the individual therapist as an expert and increased visibility for the company as a whole. And to enhanced individual physical therapist's personal marketing skills, Maven created a quarterly internal marketing email focused on ways to promote themselves and the company within their own communities.

In addition, Maven ensured that the company was submitted for all "Best Places to Work" listings in both consumer and industry trade publications, giving them a leg up on competition.

 

Results

The number of application submissions for physical therapy positions at the company increased by 20 percent over a three year period.

The trade media relations campaign resulted in numerous placements, including a cover story for PT Magazine, and articles placed in Advance for PT, Advance for Rehab, Clinics in Motion, Physician Assistant World, and PT in Motion. Excel physical therapists became the 'go-to' physical therapy resources for the local NBC and ABC news programs and appeared in numerous local segments.

In addition, Excel Physical Therapy & Fitness was recognized by the Philadelphia Business Journal as one of the 'Best Places to Work' in 2009 and 2010, and was recognized as one of the 'Top Workplaces in the Region' in 2010 by the Philadelphia Inquirer, the Daily News and Philly.com.

 

Back to Case Studies