Confused PT Admits : “I Know I Need A Marketing System, But…”

by · 26th January 2015

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In which the question is asked:

“My question is, how do you create a marketing system from scratch when you’ve got no idea how to do it, nor the time.”

– Lucy. Birmingham, Alabama.

An interesting, and common, question.

Here’s my answer:

If I could do it over, I’d have learned about marketing and the systems needed to promote a business BEFORE I quit my job as a pt in pro-soccer to become a solo clinic owner.

Because right at the time you realise that you need the better marketing skills – say, to take your clinic from 30 patients per week, to 60, you feel like you’ve not got the time to do it.

And if you do invest the time to learn all about marketing – i.e. attend the seminars, read the books, take the courses, it costs you twice as much because of the time you loose in clinic, not to mention the time you miss out on with family.

So my advice is this:

I’d forget all about monthly newsletters, marketing to physicians and even put aside any frustration about needing a better “presence”, to “get your brand out there”, or to update your web site etc etc.

Pretty much everything, everyone else is telling you do.

And just start with a small and very simple follow up system.

That goes like this:

Pick or target a SPECIFIC problem that you know a lot of people need solving.

Ideally, one that you’re good at solving too.

It could be “back pain”.

Design a newspaper advert that offers a free piece of information – like a “tips” report.

In your Ad, ask people to call your clinic to get it.

Capture their details.

And then “follow up” on that inquiry.

Using things like email, a postcard, a “fake” newsletter, or a sales letter – each one talking only about the topic of back pain – challenging objections, showing why your clinic is the best option and explain precisely how you propose to help that person recover quickly.

And make it last for 30 days.

It could be 12 pre-written emails.

One postcard.

One newsletter and a mailer – all sent out by your assistant at set intervals.

So my advise is this:

Start small.

All you need to get going with a marketing system is an ad, a form to capture contact details, some emails and some cleverly worded direct mail pieces.

Then, as you see how effective this system is, make it last longer.

Maybe 60 days.

Ad in more emails.

More postcards.

Run more ads.

Because the longer you keep in touch with your prospective new patient, the more chance you have of over coming their objections and ultimately saying “yes” to you .

(And not your competitors or any of the big corporate hospitals).

More:

You could then just repeat the “formula” for things like neck pain, knee pain, post-natal back pain.

Having a “marketing system” is NOT about rushing people to sign the consent forms and proceed with treatment right away.

But if you apply everything inside this email, you will attract more patients to your clinic than you’ll know what to do with.

Nurture each one.

Give them lots of information and help them make the BEST decision…

Answer their questions and knock over any objections…

And frankly, you’ll probably have to start a waiting list.

Bold claim?

Maybe so.

But that’s how it went for me.

Talk to me about this some more, by clicking here:

– Get A Free 45 Minute Marketing Strategy Call For Your Clinic >>>

Paul.

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Click here to join Pauls email list and get Marketing ideas and strategies for you pt clinic sent to you by email:

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About Paul Gough

PAUL GOUGH is one of the top Marketing and Business Coaches in the physical therapy industry and his Systems are helping clinic owners all across America run more profitable clinics. He is a published Author, Newspaper Columnist and before his stunning success in business was hired by top professional soccer teams. HIS SUCCESS STORY is one that inspires many pt's around the world - at the age of 26 Paul QUIT a high profile job in professional soccer to begin his own clinic. He had NO money, NO business or marketing skills and NO experience - and yet now owns and runs 4 pt clinics and has a proven track record of growing a physical therapy business from 0 - $2m in record time.
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