The Future of Physical Therapy

What is CryoTherapy?

Cryo: involving or producing cold, especially extreme cold.

Cryotherapy is a form of full body recovery, very similar to athletes icing their knees after competition. Or for the extreme adrenaline junkies, an Ice bath. Cryotherapy is the freezing of unwanted or bad cells throughout your body. This treatment began in the 1970's by a Japanese doctor, Toshima Yamaguchi, as a method to treat Rheumatoid Arthritis. Today, Cryotherapy has been shown to increase flexibility and blood circulation, decrease pain and inflammation, improve cognitive function and cell repair, and help as an additive to weight loss. What doesn't kill you really does make you stronger!

Temperatures in the chamber can reach -175 degrees!

The Cryochamber, produced by the company Cryobuilt, and has four different treatment settings with different temperatures and wind speed. Beginner (-135), Intermediate (-155), black diamond (-165), and double black diamond dropping down to -175 degrees! Sessions last up to three and a half minutes, with the ability for the patient to exit at any time necessary.

Tough to Start, Hard to Quit

Yes, those temperatures may seem daunting, but this temperature feels different than being out in the elements. The more direct skin exposure in the chamber will lead ti greater results over time. Patients have their shoes and are given gloves, a mask, and an ear cover or beanie to keep extremities covered to maintain internal body temperature.

After checking for proper attire, the Cryochamber becomes completely customizable for the patient. You are given the option to choose the color of the lights upon entry and completion. These lights act as a visual timer for those who don't want to stare down the clock. Next, you are prompted to select the music which will be your motivation for the next few minutes.

"Anything is accomplishable when listening to the Eye of the Tiger"-Jerry DeRiso

What Happens to Your Body?

Honestly, this process is not as bad as it seems. As you step into the chamber you immediately realize it is not as cold as you were expecting, but don't get me wrong the wind is the problem. Once you get up to black diamond or double diamond, you're getting hit at the top of your shoulders with wind speeds of 50+ mph. But it is still not a bone chilling cold you would get if you were stuck outside in the winter.

Your body condenses all of the body's blood supply to vital organs to maintain the internal body temperature, constricting the blood vessels in your muscles. This is where the decrease in pain and inflammation happen. After about two minutes, your body triggers the fight or flight response releasing adrenaline and endorphins to your body. You are essentially putting your body on the brink of controlled hypothermia. While your body is working so hard to keep your internal temperature warm, you're burning anywhere from 600-800 calories per session!

After exiting an ice bath or a cold pool, you're rushing to get a towel and bundle up. It is the complete opposite for Cryo patients. In the chamber your body constricted blood vessels and stored blood near internal organs, as soon as you walk out you are flooded with the feel good endorphins as your extremities are flowing with improved blood circulation. It is almost euphoric, feeling energized as if you started a new day.

The Method Behind the Madness

For this "One Step" Campaign, it was designed to educate and persuade people into investing into their health. What were they investing in? Cryotherapy, only to be found in Western, PA at Diamond Physical Therapy.

First we set a routine posting schedule that rotated between visuals, informative graphics, along with engaging and personable videos. We focused on two target markets, one being athletes ages 19-27, and the main focus being Gen X, male and females ages 37-57.

How we Differentiate

Both target markets interact very differently. These two demographics respond and interact with different forms of content differently. We came to this conclusion from our focus group survey that aimed at understanding the target audience clearly. Gen X is primarily on Facebook and respond better to written information. While the younger crowd are more on Instagram, and engage with more visual and audio content.

Facebook received more long form blogging with engaging pictures that went with it, along with information on other treatment options that were offered by Diamond PT. We focused on the community aspect and had photos with our Therapist working closely with patients. The Facebook strategy was implemented to show Diamond PT in its entirety. The three offices were highlighted with featured treatment options offered.

For Instagram, we really took advantage of the visual editing and filters. We enhanced our Cryotherapy photos and encouraged others to post their Cryo journeys by utilizing our hashtags, #onestep and #bestself. We wanted to give off the feeling of inclusion and self-actualization. Giving the power of choice and accessibility to the patients by directing our followers to our scheduling page of the website. These hashtags were the backbone for our messaging. Our patients invest in our treatment plans to leave the facilities feeling one step closer their best self.

Creating and managing the social media strategies allowed for the creation of Diamond PT's reputation as a community wellness center to grow. We established the social presence of Diamond PT before the competing organizations could. We controlled the narrative in which Diamond PT was viewed by the community. With the help from Dominion Digital, Diamond PT is #onestep closer to embodying their #bestselves.