Attracting patients in physiotherapy no longer relies solely on word of mouth. Today, patient acquisition requires a strategy that combines online visibility, clear positioning, and a solid professional network.
Whether you are planning to open a new physiotherapy practice or grow your existing patient base, the following 7 strategies will help you attract new patients sustainably and retain your patients in the long run.
Tip 1: Clearly position your practice and target audience
A precise positioning instantly builds trust. Patients, as well as referring physicians, need to understand within seconds what sets your practice apart and what kinds of treatments you offer.
Possible specializations:
- Sports physiotherapy & sports injuries
- Post-operative rehabilitation
- Chronic pain
- Geriatric physiotherapy
- Pelvic floor physiotherapy
- Neurological physiotherapy
Complementary services can further strengthen your positioning, such as group classes, physiotherapy via teleconsultation, medical training, preventive care, or workshops in companies.
Tip 2: Optimise your website to attract new patients
A well-structured website is often the first point of contact and directly influences the decision to book an appointment.
Essential elements to attract patients through your website
Homepage:
- Professional photos of your practice and team
- Clear message for your target audience (“Sports rehabilitation specialists in Geneva”)
- Intuitive and mobile-friendly navigation
- Visible appointment booking widget
Treatment pages:
- Easy-to-understand descriptions of your treatments (avoid technical jargon)
- Typical first consultation outline
- Billing information (basic insurance, supplementary insurance, treatment without referral)
- Average session duration
Team page:
- Presentation of each physiotherapist with photo
- Qualifications, continuing education, and specializations
- Languages spoken
- Short professional background
Contact & access:
- Complete contact details (phone, email, address)
- Integrated interactive map
- Practical info: public transport, parking, accessibility
- Updated opening hours
Articles page (optional):
- If you have the resources, a blog with fresh physiotherapy-related content can help increase traffic.
Tip 3: Maximise your local visibility with Google Business Profile
According to a study conducted by Farner in collaboration with OneDoc, more than 60% of patients now use Google as their first step when searching for a healthcare professional. When they search “physiotherapy + city”, your Google Business Profile must appear.
Set up your profile properly to attract patients
- Main category: Select “Physiotherapy”
- High-quality photos: Practice, treatment rooms, team, equipment
- Up-to-date information: Hours, contact details, services offered
- Online booking button: Direct link to your booking system
- Optimised description: Include your specializations and location
Turn Google reviews into a patient acquisition engine
Positive reviews influence both your ranking in search results and future patients’ decision-making. To retain your patients and attract new ones, proactively ask for reviews after a successful treatment.
Example of a review request:
“I’m very happy we were able to achieve your goals together. If you feel comfortable, a short Google review would mean a lot. It helps other patients discover my practice.”
Tip 4: Register your practice on relevant Swiss platforms
Online directories are an essential channel for patient acquisition in physiotherapy. Patients actively search for professionals using specific criteria: location, specialization, availability, and reviews.
Recommended platforms for physiotherapists in Switzerland
- OneDoc: Leading platform in Switzerland with 3 million registered patients.
- Swissphysio: Directory of the Swiss Physiotherapy Association
- Compassana: Healthcare services platform
- Well: Health and wellness platform
These platforms offer search filters by location, symptoms, and availability, making it easier for patients to find the right physiotherapist.
Good to know: OneDoc is integrated with Compassana and Well, allowing you to multiply your visibility across multiple channels while managing only one profile.
Tip 5: Build a strong network with referrers
In Switzerland, medical referrals remain central to patient acquisition in physiotherapy. General practitioners, orthopaedists, rheumatologists, and hospital centres are key partners to regularly attract patients.
How to develop your referrer network
Initial contact:
- Personal introduction with a short overview of your services (incl. specializations and link to your OneDoc profile)
- Attend local medical events and continuing education programmes
- Develop partnerships with pharmacies, fitness centres, and sports clubs
- Stay available and responsive for urgent cases
The smoother and more professional the collaboration with referrers, the more likely they are to recommend your practice. This network becomes a long-term lever to attract patients and stabilise your activity.
Good to know: OneDoc offers a referral system so you and your referrers can quickly find available appointments for your patients.
Boost your visibility with these features
Tip 6: Use social media and content marketing to expand your reach
Social media can work very well in physiotherapy when you share authentic, educational, and useful content. This strategy helps you attract patients while positioning yourself as a trusted expert.
Content ideas to engage and retain your patients
Human and authentic content:
- Team introductions with background and motivation (“Why I became a physiotherapist”)
- Behind the scenes: equipment, treatment rooms, day-to-day life
- Patient testimonials (with written consent)
Educational and preventive content:
- Prevention tips and simple exercises to do at home
- Myths and facts in physiotherapy
- Explanation of a typical treatment process
- Posture tips for working from home
- Warm-up routines before sports
Practical content:
- Information on online appointment booking
- Exceptional opening hours or temporary closures
- Announcements of new services or workshops
Recommended formats:
A good balance of short videos (Reels, TikTok), informative carousels, and classic posts maximises your reach. Video content generally generates more engagement and helps connect with potential patients on a more personal level.
Tip 7: Focus on long-term patient retention
The best patient acquisition strategy only bears fruit if you succeed in retaining your patients long-term. A satisfied patient becomes your best ambassador and naturally recommends your practice.
Key levers for patient retention in physiotherapy:
- Clear communication and treatment goals
- Friendly and reliable service
- Digital services such as appointment reminders or online booking
- Follow-up recommendations after treatment ends
- Preventive services such as group classes or screenings
Talk to our experts and discover how OneDoc Pro can support your digital development!
A comprehensive strategy to attract and retain your patients
Attracting patients in physiotherapy today requires a multichannel approach combining clear positioning, strong online visibility, a solid professional network, active communication, and effective patient retention.
The key to success lies in consistency and progressive implementation. You don’t need to do everything at once: start with the most relevant actions for your situation and expand your strategy over time.
