BACKGROUND
Good To Go Physical Therapy is a startup practice focusing on pediatric pelvic floor physical therapy. Good To Go addresses a common issue for which there are very few resources. Parents who are at a loss to help their children suffering from incontinence are searching for help but don’t always know what kind of help they need.
ASSESS
Erica, the owner of Good To Go, knew she needed to establish a digital presence for the newly created practice. She needed a website and was curious about which social media channels would give her the best reach. Motto Marketing began with a discovery meeting to better understand the unique practice of pediatric pelvic floor physical therapy.
PLAN
Motto Marketing identified the target audience as parents of children aged 5 – 18 and did keyword research to learn what information would be most important to them. We identified which social media outlets these parents use most, and we determined that lack of knowledge was their main obstacle in helping their children.
IMPLEMENT
After drilling down on what parents wanted to know about pelvic floor physical therapy, Motto Marketing wrote content for the Good To Go website. Then, we developed a content strategy for social media that would be educational, but also fun and inclusive. The social media plan is designed to build followers with the understanding that engagement will most likely remain low on this sensitive topic.
ANALYZE
Good To Go is off to a great start! The new business is gaining attention and social media followers. Erica plans to continue to build momentum with a balance of practical information and lighthearted potty humor. Through this approach, she is gaining visibility and helping parents become more informed about how to help their children gain confidence and better control with pelvic floor therapy services.
