2 of 9

EXECUTIVE SUMMARY

About the Practice

Peak Performance Physical Therapy is a single-location outpatient clinic in Maplewood, NC, serving adults recovering from orthopedic injuries, post-surgical rehabilitation, and chronic pain.

The practice has a strong physician referral network and a five-star Google reputation, but has minimal digital marketing presence and no formal patient retention strategy.

The Plan

This plan allocates $2,900/month toward six marketing channels with the goal of increasing new patient inquiries by 40% within 90 days.

Priority initiatives include Google Search Ads for immediate lead generation, local SEO for long-term organic growth, and an email program to reactivate the existing patient base.

All activity will be reviewed at 30, 60, and 90-day marks with clear KPIs tied to each channel.

3 of 9

MISSION & VALUE PROPOSITION

MISSION

Help people in Maplewood recover faster, move better, and avoid surgery without the long waits of a hospital-based clinic.

VALUE PROPOSITION

One-on-one care from a licensed DPT (not an assistant) at every visit with same-week appointments most insurance plans accept.

4 of 9

SWOT ANALYSIS

STRENGTHS

Strong physician referral network
5-star Google rating (84 reviews)
Flexible evening hours

WEAKNESSES

No online booking system
Limited social media presence
No email list

OPPORTUNITIES

Growing 45+ population in area
Competitors slow on local SEO
Telehealth follow-up visits

THREATS

Hospital system opening nearby clinic
Insurance reimbursement changes
Rising ad costs in local market

5 of 9

TARGET AUDIENCE

PRIMARY AUDIENCE

Adults 35–65

Recovering from orthopedic surgery, sports injuries, or chronic pain. Referred by a doctor or searching Google after an injury.

Doctor referrals
Google search after injury
Post-surgical rehab

SECONDARY AUDIENCE

Active Adults 50+

Seeking preventive care for balance, mobility, and strength, before a problem becomes a surgical requirement.

Balance & fall prevention
Mobility & flexibility
Avoid future surgery

6 of 9

SMART GOALS & KPIs

Generate 20 new patient inquiries/month through organic Google search by July 1, 2026

KPI: Monthly form submissions + calls tracked in Google Analytics

Build an email list of 200 past patients and send a monthly newsletter by March 31, 2026

KPI: List size + open rate target of 35%

Increase Google Business Profile views by 40% in 90 days through weekly posts and review requests

KPI: GBP insights dashboard — views and direction requests

7 of 9

CHANNELS & BUDGET ALLOCATION

Local SEO

$0/mo

Optimize Google Business Profile and target local keywords. Best long-term opportunity.

Google Search Ads

$1,200/mo

Capture high-intent searches like 'PT near me' and 'back pain physical therapist.'

Email Marketing

$60/mo

Monthly newsletter to past patients. Low cost, high return for reactivation.

Facebook / Instagram

$600/mo

Local awareness ads targeting adults 40-65 within 15 miles.

Referral Program

$540/mo

Formalize physician referrals and launch a patient referral incentive.

Local Media Buy

$500/mo

Display ads on Maplewood Gazette digital platform for broad brand awareness.

Total Monthly Budget

$2,900 / month

8 of 9

30 / 60 / 90 DAY CALENDAR

Days 1–30

Audit and optimize Google Business Profile
Launch Google Search Ads campaign
Set up email list and send first newsletter
Launch local media buy with Maplewood Gazette

Days 31–60

Publish 2 local PT keyword blog posts
Launch Facebook awareness campaign
Weekly GBP posts and review request follow-ups
Visit top 5 referring physicians with materials

Days 61–90

Review ads — adjust or pause underperformers
Analyze email open/click rates, refine
Add online booking to website
Report on all 3 SMART goals vs. baseline

9 of 9

Ready to get started.

This plan gives Peak Performance a clear path from where it is today to where it needs to be — more patients, a stronger local presence, and marketing that earns its budget.

Peak Performance Physical Therapy · Maplewood, NC · Dana Kowalski, DPT

1 of 9