• Naming Your New Physical Therapy Clinic

    May 5, 2017 | Ed Hershman
  • Choosing physical therapy business names is a tricky endeavor.  The first instinct of a physical therapy or occupational therapy entrepreneur is usually to be extra creative and use a play on words. However, the cleverer you are, the less descriptive you may be. Instead of being creative, let’s be objective.

    Unique Proposition 

    Your clinic’s name needs to convince the public - people of all ages and therapy needs - just why they should call you or to show up at YOUR clinic for treatment. 

    • Do you have a unique proposition that you can communicate?
    • Will you offer pediatric services or geriatric care?
    • Will your therapy clinic provide other holistic care or be affiliated with a specific body part?

    Once you have given your specific position some thought, if you find that you are still struggling, then you should begin to research.  Looking at books, dictionaries, thesauruses, or the Internet will go a long way to help you generate uncommon ideas.  

    Practicalities

    Once you have a few working ideas, it’s time to get down to basics. 

    1. Check with your attorney to see if there are any state legal requirements you need to consider before a decision is made.
    2. Look around the geographic area of your new business’ location to check the names of your competitors.  The major function of your business’ name is to distinguish your business from others so you want to ensure that you have a unique name and branding. 
    3. Keep in mind that you will be developing a marketing campaign, creating a website and using the name to answer the phone.  You want it to flow, so get friends and relatives to serve as sounding boards and document their reactions. 
    4. Refrain from using your name or initials; “RJ Rehab” or “Dr. Smith of PT Rehab” may seem simple enough, but until your practice builds will not hold much name value.  If you want something short-and-sweet, “Comprehensive Physical Therapy” or “Community Physical Therapy and Wellness”, may be more appropriate.  These may not be glamorous; however, they portray quality and locality as well as being expressive of your offering. 
    5. Once your practice name has been decided, check your state’s registered names to make sure it is not already being used. The Small Business Association (SBA) has further information on this process at: https://www.sba.gov/starting-business/choose-register-your-business/register-your-business-name. Once those steps are completed, you may wish to take the precaution of getting your name trademarked at the federal level. This step can be expensive but if you grow your business to a nationwide presence, it could prove necessary.

    It's a Commitment

    Choosing your business name is an important first decision in starting a physical therapy clinic. Make sure your physical therapy business name:

    • stands the test of time
    • states your value proposition
    • distinguishes you
    • is relevantly marketed

    This name also needs to be one you like and identify with on a personal level. If you have tried the above techniques and are still having trouble there are many firms out there that can help. For example, www.branditory.com is such a firm and they can also assist with your logo design. Follow these steps, check your resources and by all means, have fun!