The blessing and the curse of working on digital marketing is that websites don’t have page breaks. The temptation is to continually add information so that everything is in one spot. But if you need a print piece to hand out in person or to email for distribution, you quickly realize how much you have crammed into those pages.
My client EDUCATA has been offering online coursework for physical therapists for years, so this year’s venture — partnering with the Oncology Section of the APTA to offer a week-long workshop in person that requires several of our online courses as prerequisites — created lots of new challenges to us.
As someone who manages course descriptions for lectures that are usually one or two hours in length, advertising a workshop for 56 hours of credit can be daunting. When people are paying thousands of dollars, rather than $29.95/credit hour for a short course, they want to know as much as possible about the course. So how do you fit all of that into one page when one of your locations asks for a PDF to post at the facility?
You organize your information graphically. You edit your copy as best you can without losing the key objectives of the course. Or the fact that the attendees will be certified after the week-long workshop. Or the impressive qualifications of your professors. All while trying to keep your font size at a legible level.
The end result.
As a website manager and editor, there is always a day (or timeframe) where you start to realize that perhaps that website you’re managing may look a little old-fashioned. Other websites are prettier. Flow better. Are mobile-friendly. Use larger images. (Big is the new small.)
So then you talk to your client. Suggest an upgrade. Just a little tweak here and there, which leads to a (much-needed) overhaul. It takes a lot of work, but the new site is launched. And it’s just as glorious as you thought.
This week, we were able to launch a redesign of ptpn.com, the site for physical therapy network PTPN. The site looks fantastic, and for me, the admin side is 10 times better than the old one. Our graphic designer Eat Sleep Work did a great job customizing a lot of the back end to make it easier to enter some of the data and to vary the pages the users see.
Now we just need to redo the sister website to match…
I am happy to announce that mizzouatlanta.com is now online!
When I moved to Atlanta from New York (where I worked on mizzounyc.com for three years), the first thing I did was search for the local Mizzou alumni chapter’s website… which did not exist. Because our move coincided with Mizzou’s move to the SEC, our alumni association has unsurprisingly wanted a stronger presence here in Atlanta, and I was more than happy to join the team of volunteers to help make that happen.
Within the last year, we’ve gone from a barebones existence to Capstone status, an achievement that will allow us to give out several scholarships and receive a decent funding from the alumni association, all of which will allow us to continue to grow. I’m proud to say that I began working with Alumni Spaces, the team behind the site’s design, back when they formed the company in New York just as we were leaving in 2011. I gave them feedback on their original layouts and promised to contact them should I be able to serve the Atlanta chapter as Secretary. A year later, they were helping us build our site; a few months after that, they signed a contract with the MAA to work on all Mizzou alum sites. I’m so proud to have known them throughout this entire process, and glad that they were able to help us build our own site.
I can’t believe it’s been five years since PTPN launched Physiquality, a health and wellness brand for its member physical therapists. At the time, I was working for PTPN’s national headquarters in California, and oversaw the creation of the original website (as I’ve overseen its development, expansion and blog ever since). Two cities later, I’m now in Atlanta, Georgia, and I’ve been working for PTPN as a freelancer for four and a half years.
It’s been an honor to continually work on the project and to witness how healthcare has — and has not — changed since then. Reimbursements continue to decline and private practice physical therapists struggle to make ends meet. The most successful seem to embrace this changing climate and integrate some type of wellness or fitness program into their practice.
As a continual patient, I can vouch for the need for such programs. I’m still on the lookout for a PT clinic here in Atlanta that has a massage therapist onsite, where I can have my IT band worked a few times a year (ever since my realignment, it’s consistently tight, and multiple PTs have agreed that I’d benefit from a good sports massage from time to time). I know I could go to a stand-alone masseuse, but I like the idea that one within a PT clinic would be sharing knowledge with the physical therapists onsite, and that I could consult with one of the PTs if I had a question.
Long story long, it wasn’t hard to write this piece that encourages physical therapists to take a look at the range of cash-pay wellness programs available to integrate into their practices, and to consider what would work best in their own facility.
Should cash-pay wellness services be a part of your practice?
Michael Weinper, president and founder of PTPN, was not surprised when he saw that the list of available workshops at last fall’s Private Practice Section meeting for the APTA included two on wellness: one on wellness deliverables from cash-pay expert Jennifer Gamboa (creator of FitTEST Solutions™, a Physiquality partner) and one on medical fitness. And the APTA will offer a workshop at its 2013 conference on the connection between yoga and medicine. As he mentioned recently, “Not long ago, a session on cash-pay fitness or wellness services at APTA and other professional association meetings was the exception. Now it’s become the norm.”
Read the full entry at ptpn.com!
I was working with my client PTPN to help their members understand social media better, and realized that I had not seen an easy way to distinguish between social media sites for business owners. We were putting together a toolkit to navigate creating social media and I suggested creating a table to compare the three.
If you’re trying to figure out where you should focus your social media energy, here are some ways businesses use Facebook, Twitter and LinkedIn. Which one(s) are right for your business?
|I joined this network to…
||Build a local community.
||Build a following of fans.
||Build a professional network.
I can use this network to…
Interact with customers and other key audiences.
Create photo albums that show our office’s events and unique programs.
Post information about our programs, people and promotions by linking to our website.
Build our brand.
Link to our website to advertise our unique programs.
Link to articles and news items that show users we are knowledgeable in our field.
Build our brand.
Contribute to professional forums and build a network of colleagues.
Post job opportunities.
Have colleagues and friends post recommendations to tell others about the great work we do.
Build our brand.
|I know the limitations of this network are…
||That its users are usually online for social rather than business interactions.
||That I can only post updates of up to 140 characters, and I can’t post much original content (like photos) directly to the site.
||That many users in this network don’t check it as frequently unless they are looking for a job.