Lanza

Physical therapy marketing

Marketing for independent physical therapy clinics

Referrals are not the only way in. Patients search for help with a sore knee or a bad back and pick a clinic themselves. Lanza makes sure they find yours. Flat $197/month.

Start the planFree patient path check

Last updated 2026-10-20

Comparison

Agency scope versus software speed.

The point is not to make Lanza look like a full-service agency. The point is to isolate the weekly work small practices need most.

OptionTypical costBest forLimit
Healthcare agency$750-$25,000+/moFull-service SEO, PPC, website, reputation, and reporting programs.High retainers, slower kickoff, and more meetings than many small practices want.
Freelancer$500-$2,500+/moOne-off design, posting help, or light social media support.Quality and consistency depend on one person, and strategy is often thin.
DIY tool stack$0-$300+/mo + staff timePractices with a marketer on staff and a clear content process.The work still falls on the doctor, office manager, or front desk.
Lanza$197/moRecurring content creation, channel planning, approval, and weekly improvement.Does not replace full ad buying, CRM, EHR, reputation management, or booking attribution.

Reach direct-access patients through search and AI answers

Direct-access patients start with a search, not a referral slip. 46% of patients use Google search to find a new provider (Harmony Healthcare IT poll via TechTarget, 2024). 31% use generative AI to research or compare providers (rater8, 2025). Lanza writes and updates these every week. No one can guarantee rankings or AI citations. More on AI search visibility for doctors and our patient discovery guide.

  • One page per condition you treat: knee pain, back pain, shoulder, post-surgery rehab, sports injuries.
  • Plain answers to "Can I see a PT without a referral?" for your state. Have your team confirm the rules.
  • The same name, address and phone everywhere.

A PT clinic website with a clear booking path

A patient who is ready should book in two taps. Free patient path check: see if your homepage shows call, book and contact clearly.

  • Phone number at the top of every page.
  • A "Book an evaluation" button above the fold.
  • Insurance and self-pay info on one clear page.
  • Fast on a phone.

Google Business Profile and reviews

97% of consumers read reviews for local businesses, and 89% expect business owners to respond (BrightLocal Local Consumer Review Survey 2026). Related specialty: orthopedic marketing.

  • Pick "Physical therapist" as the primary category. List every service.
  • Add photos of your space and team. No patient faces without written consent.
  • Post weekly.
  • Ask for a review after a good visit. Reply to every one. Never mention treatment.

Weekly content themes

Education, not medical claims. No cure claims, no outcome promises, no patient stories without written consent.

  • Recovery basics: what to expect in the first weeks after a sprain or surgery.
  • Desk and posture: small setup changes.
  • Sport and running: warm-up and load questions to ask your PT.
  • When to get checked: signs it's time to see someone.
  • Clinic life: team, space, first-visit walkthrough.

Price

$197/month. Month to month. Website, SEO and AI-answer visibility, weekly content and Google Business Profile management. No contract. Cancel anytime. Not included: paid ad buying, EMR or billing software.

  • Flat $197/month, month to month.
  • No contract. Cancel anytime.
  • Not included: paid ad buying, EMR or billing software.

Direct answers

Questions doctors ask before hiring marketing help.

How do I get more PT patients without referrals?

Reach direct-access patients where they search. Build one page per condition you treat, keep your Google Business Profile complete and collect recent reviews. Make booking an evaluation take two taps.

What should a PT clinic website include?

A phone number at the top, a "Book an evaluation" button above the fold, and one page per condition you treat. Add clear insurance and self-pay information. It must load fast on a phone.

How do I optimize a physical therapy Google Business Profile?

Choose "Physical therapist" as the primary category and list every service. Add real photos, current hours and a booking link. Post weekly and reply to every review without mentioning treatment.

What content should a physical therapy clinic post?

Short education on recovery, posture and injury prevention. Avoid cure claims and outcome promises. Post weekly so patients and AI tools see an active clinic.

How much does Lanza cost for a PT clinic?

$197 per month, month to month, with no contract. It covers your website, SEO and AI-answer visibility, weekly content and Google Business Profile management.

Ready to compare?

See what Lanza would prepare for your practice this week.

Start the planFree patient path check