Sell the outcome, not the platform.
The buyer is the clinic owner themselves. They’re busy, they aren’t marketers, and they need to quickly understand the outcomes they achieve with PatientSites, not the features they get.
Healthcare Marketing Platform · Messaging & Pricing Strategy, Website Copywriting
How PatientSites relaunched their brand to
We helped PatientSites, a physical therapy marketing platform, to relaunch their brand with clear positioning, an optimized pricing strategy, and a brand-new website. A project that turned into a strategic partnership across their group of brands.
- Client
- What they do
- A complete marketing platform for independent physical therapy clinics in the US and Canada
- Industry
- Healthcare marketing platform
- Audience
- Independent physical therapy clinic owners
- What we did
- Messaging workshop and guide, pricing and packaging strategy, website copy, wireframing, lead magnet strategy
- Timeline
- 4 months to relaunch
- Results
- A benefit-led website aligned with their strengths
- 1,500+Clinic locations
- 15 yearsWorking with physical therapists
- 80%+Of clients ranking on page one of Google
- ChronicallyUnderpriced
The challenge
A growth-stage business
After 15 years, PatientSites had outgrown its own story. Churn was low, most clients ranked on page one of Google, and the platform now did far more than build websites.
The team was ready for the next phase: move clients up from the entry plan, win clinics from competing platforms, and expand the offer for the clients they already had.
But the brand was built for an earlier stage. It promised busy clinic owners an easy option, then sold higher-tier service as an add-on. Most clients were on the entry-level tier, and the site wasn’t putting enough clinic owners in front of the team.
PatientSites“If they were asked to put a handle on what we do, they will all give you a different answer… because we don’t name it.”
The starting point
A list of features,
Cold outreach had hit a brick wall because clinic owners spend their day treating patients. The main lead magnet, a marketing blueprint ebook, was years old, with a broken download link.
So we audited the website, demo video, and competitor sites, and uncovered opportunities for PatientSites to differentiate its positioning and the white space competitors had left open.
The insights
The product was already proven.
The Decision
A website that speaks directly to the buyer’s dream state - the time they’ll regain and the opportunity to grow their clinic.
Stop upselling, start stacking.
A base plan plus a growing list of add-ons keeps clients anchored to the cheapest option.
The Decision
Fold the add-ons into optimized pricing tiers with a clear “Most popular” tier and benefit-led comparison table.
Replace the outdated download with a high-value lead magnet.
Every clinic has a Google Business Profile, and few know how to actually use it.
The Decision
A free Google Business Profile scorecard as the new top-of-funnel offer, providing value and showing the platform in action.
Underneath all three, one goal: Stop listing what PatientSites includes, and
The approach
A proven
- Customer & competitive analysis
- Messaging workshop
- Pricing workshop & strategy
- Homepage copywriting & wireframing
- Website inner pages & pricing page
- Google Business Profile scorecard strategy
Ongoing support through design & relaunch
“I’m super impressed with the way you’ve navigated and how you approach this.”
Results: from feature menu to in four months
- 17 months
Of strategic partnership, and counting
- 5 workstreams
Positioning, pricing, copywriting, lead generation, outreach
- 2 referrals
Clinic clients PatientSites immediately sent our way
“We have worked with many freelancers and agencies over the years and Wyler Marketing are by far at the top of the deck of anyone that we have engaged with on a project. If you are looking for someone who is genuinely curious about understanding your business to make the right connections in your messaging . . ”
Scott WaddellPresident, PatientSitesBefore and after: from a menu
The website shifted from listing features to walking a clinic owner through a decision.
Homepage
Pricing page
Three key considerations made it a high-converting website:
We led with the clinic owner’s problem, in language they connect with
We handled key objections at every stage
We made higher tier, higher-value options the no-brainer
What’s next
Then they handed us
Next came iRover, which takes the PatientSites platform to a new audience: franchise clients. We defined the positioning for this new brand, and wrote a nine-page site for the new buyer.
Back at PatientSites, the messaging now powers their prospecting, a direct-mail campaign, and a new done-for-you tier, the Agency Layer.
Apply to work with us
Your brand could be the reason buyers automatically pick you first
When buyers can’t tell you apart, all that’s left is price. We give them a reason to choose you that has nothing to do with discounts.
Build My Brand