Developmental Therapies, a paediatric therapy clinic on the Sunshine Coast, first engaged Innovate Media’s video marketing services in mid 2023. From the outset, they recognised the value of video marketing and saw the opportunity to have a structured, guided approach replace their ad hoc marketing activities. With regular, new client referrals already in hand, the initial goals for their marketing video strategy were focussed on providing information to new referrals so they could identity if Developmental Therapies was the right therapist for them, and then guiding those new clients through the onboarding process to set expectations and foster solid long-term client relationships. This clinic also needed a more efficient way to triage the new client referrals which were requiring excess administration and specialist staff resources.
Prior to doing our marketing with Innovate Media, I would say that our marketing plan was really ad hoc. We would post intermittently on Facebook, but it would really just be about topics that we thought were exciting at the time or other companies were sharing and didn’t have a lot of structure or direction for the business.
– Paula Beall
Director, Developmental Therapies
Developmental Therapies is a registered NDIS provider of physical therapy to children from birth to 18 years old. Their experienced physiotherapists help children with disabilities, developmental delays and learning difficulties with individual and group therapy classes. They are based in Minyama on the Sunshine Coast, Queensland.
Developmental Therapies realised that video marketing couldn’t be a one-time project. To fully integrate video into their marketing and see lasting results, an ongoing partnership was necessary. By choosing Innovate Media’s monthly Video Marketing Partnership, Developmental Therapies can continually add new video content to their website, social channels and campaigns. It ensures their video library stays fresh, engaging and optimised for conversions and also enables them to adapt their video strategy to any new goals and campaigns. Their monthly video partnership provides the flexibility and support for a business that does not have a dedicated in-house marketing professional, or any staff with marketing or social media skills
As part of the initial onboarding process and preparation for their marketing videos, we identified Developmental Therapies’ main goals:
A critical problem the business immediately faced was the issue of qualifying incoming referrals and answering the repetitive inquiries the admin team received on a daily basis. The questions often needed to be passed on to a therapist who had to call the lead back between client appointments. This was a costly waste of the specialists’ time and meant potentially lost leads if they received an answer from a competitor in the meantime or missed getting called back.
This demonstrated to us that work was first needed on the bottom of the funnel aspect of Developmental Therapies’ marketing strategy.
It’s helped not just from a marketing perspective, but for business growth and how we’re doing things and doing them better.
– Paula
To meet these main goals, our suggested marketing strategy first focused on bottom of funnel (BoFu) videos designed for the new client onboarding process. BoFu refers to the later stages of the marketing process when consumers are closer to making a purchase decision and are already familiar with the brand or product or service they are interested in. This is where we drill down with information to help a potential customer overcome any objections they have that would stop them from purchasing, choose to purchase, and also help them confirm that their decision to purchase was sound. For the first few months of the partnership we developed these types of video content:
These videos were sent to clients at set intervals during the first few days and weeks of their therapy journey to streamline their onboarding process.
In the background, during the first few months we guided Developmental Therapies on setting up their social media channels on Facebook and Instagram, and provided training to set up their video hosting site. This laid the groundwork for future video marketing efforts.
The middle of the sales funnel is focused on lead nurturing – providing valuable content and information to warm up leads so they become sales-ready. Social media engagement is the ideal avenue to focus these marketing efforts on. With a focus on MoFo, for the next two months, we curated:
The videos had optimised variations produced to suit placement on the Development Therapies website and social media platforms.
The top of the sales funnel is about building brand awareness and generating new leads. This content is shown to audiences who have not heard of a business or service. Shifting into public marketing ‘awareness’ focus, we produced videos promoting Developmental Therapies’ group therapy programs. These videos aimed to boost awareness of the classes and drive new registrations. Over the next few months we produced:
Most recently, we have been producing thought leadership reels featuring the therapists providing tips and advice. These videos will be shared on Instagram and Facebook and used to attract new followers, provide a brand presence and establish the brand as experts in their field.
Over this short period, video marketing has become an invaluable part of Developmental Therapies’ marketing strategy, leading to excellent results. The monthly video strategy and content planning sessions are used not only to flesh out the plan for video content production, but also doubles as a business coaching session where overall marketing strategies are developed and aligned with the plans of the business:
I’d certainly recommend it to any business and the benefits are not just around marketing.
– Paula
By starting with the bottom of the sales funnel and working upwards, marketing videos have helped Developmental Therapies achieve their critically urgent core goals of better engaging new clients and retaining them longer, as well as expanding their presence as paediatric therapy experts on the Sunshine Coast.
Moving forward, we plan to produce more educational and thought leadership videos to continue growing this client’s audience and reputation across the Sunshine Coast.
Prior to doing our marketing with Innovate Media, I would say that our marketing plan was really ad hoc. We would post intermittently on Facebook, but it would really just be about topics that we thought were exciting at the time or other companies were sharing and didn’t have a lot of structure or direction for the business. I’d say that our marketing has really changed in that we have started using the video content for delivering really important messages to our community around educational aspects of what we do, introducing our team, and also within the content of how we share information with clients within the service, which they have found really valuable.
So to me, it’s helped not just from a marketing perspective, but from a business growth and how we’re doing things and doing them better. I think having the ongoing partnership with Innovate Media has been really important for me as a business owner and I’ve really valued sitting down with the team each month and it almost is like a bit of a business coaching session in a way that it can help us to direct the content of what we’re doing with Innovate Media and linking that with the direction of the business at the same time. Innovate Media has helped us overcome lots of marketing challenges because we’re not a particularly savvy tech business and so in implementing the video content it’s been really amazing having the ongoing help of well how do you actually use that video well once you’ve produced it.
The video content that we’ve produced has really helped our clients as well because we’ve been able to use it for educational purposes with them and for also delivering content about what appointments might be like or how things roll within sessions to give them more knowledge as well. I think the marketing packages are really valuable and I think many different businesses would get benefit out of it.
For us, we haven’t necessarily used it probably as a true marketing tool in the sense of needing to recruit more clients, but we’ve combined it with how we do things as a business, how we can improve our services, as well as getting the marketing benefit out of it at the same time.So I think I’d certainly recommend it to any business and the benefits are not just around marketing.
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