The physiotherapy marketing agency that builds the whole path to a booked visit

Marketing for every physio patient pathway

The fastest way to lose a patient is to make them work out how to become one. Each pathway needs its own page, its own intake questions and its own follow-up.

WSIB patients

Under WSIB policy, injured workers can make their initial choice of health professional from physiotherapists, chiropractors, physicians and registered nurses (extended class), within each profession's scope. Many patients do not know that, so your WSIB page should say it and list what to bring. If you deliver a WSIB program of care, such as the musculoskeletal program, say so plainly.

Car accident (MVA) patients

In Ontario, clinics submit auto insurance treatment plans, treatment confirmation forms and invoices to insurers through HCAI. Patients need to know you deal with the insurer and should bring their insurer's name, claim number and adjuster's details. Our follow-up asks for those before the first visit.

Direct billing messaging

Name the insurers you bill, say what the patient pays on the day, and tell them how to check their coverage. If you run Jane, its TELUS eClaims integration lets the front desk submit a claim and get a response at the schedule, which is worth saying on the page.

Physician referrals

Give doctors' offices a short page with your fax number, a referral form and the conditions you see most. Track referrals by source, confirm when the patient books, and report back with the patient's consent. Jane's Documo integration sends faxes from the patient chart, which keeps that loop inside your records.

Multidisciplinary clinics

A clinic with physiotherapy, massage therapy, chiropractic and kinesiology under one roof needs a page per discipline, each linked to the right practitioners. Each profession answers to its own regulator, so the copy on each page follows that profession's advertising rules.

Physiotherapy marketing ideas that stay inside the College's rules

In Ontario, the College of Physiotherapists of Ontario's Advertising and Marketing Standard, effective May 1, 2025, expects advertising to be truthful, accurate and verifiable. It also makes the physiotherapist responsible for reviewing ads that others place on their behalf, and that includes your agency. Its resources page answers common questions. In practice:

• No "best physio in the city" and no comparisons with other clinics. The College allows phrases such as "the highest quality of care" when they describe only your own practice.
• No "specialist" unless the College has authorized that title.
• Testimonials are allowed when patients genuinely wrote them, nobody paid for them, and the patient gave informed consent to use a name, photo or health information. Linking to your Google reviews and showing star ratings is acceptable.
• Package prices must say what is included, that services can be bought individually and that unused services are refunded.
• Free assessments can only be advertised in limited ways, such as general health education that states its conditions, or pro bono care for patients in financial hardship.

Ideas that work within those rules

Write a plain-language page for each condition you treat, framed as education. Publish a "what happens at your first visit" page. Send recall messages to patients who stopped partway through a plan. Give referring offices their own page. If you run Jane in Canada, turn on Reserve with Google so patients can book from your Google profile. Our guide to getting more chiropractic and physio patients goes further.

Physical therapy marketing in the US

The same system works for US physical therapy practices. Advertising and payer rules differ by state, so we write to your state board's rules and you approve everything first.

This is a summary, not legal advice. Confirm current requirements with your College or state board.