Attention Physical Therapists : Why Marketing Your Services Doesn’t Work.

by · 20th January 2015

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Over the last year, I’ve been hearing this term a lot:

“Market your service”.

I first heard it from a practice management “guru” I watched at a seminar in San Diego and I’ve continued to hear it ever more from companies advising PT’s on how to Market.

Sounds easy, doesn’t it.

Just, “market what you do”.

As in, run an advert in the paper, or send out a postcard to people in your town, buy some likes on Facebook (and now pay more to “boost your post”) and just make people more aware or YOU and what YOU do.

And if you do, they will call.

And hey, “yes”, I get the idea behind it and even the theory.

I just don’t don’t agree with it.

Simply because it doesn’t work.

(Even less so if you’re an independent or a small town clinic battling against the big hospitals or the POTS).

Why?

Simple.

People don’t care about “you”.

Heck, most don’t even know that what you do – is what they need – so they won’t even call your clinic when the offer is a “freebie session”.

So, instead of the message in your Ad begin about you, why not switch it to say something about the problems you know how to solve?…

Say, or better yet, “offer”, like bait, something that can help someone (ideally your “WHO”), solve a problem or pain in their life and at least let them know there is a solution out there and tell them exactly how and where to get it – i.e. by calling your clinic.

We’re now talking about your “MESSAGE”.

(The third part of the Marketing Triangle).

Think of it this way:

To the person who is sat at home on his or her couch…

And starting to get frustrated with gradual and ever increasing intensity of their back pain, who really doesn’t want to have to go through the hassle of contacting their network and doesn’t even want to contemplate having to sift between all of the PT’s on display in the yellow pages, to choose between the self labelled “best in town”…

…is he or she more likely to be motivated to call YOUR clinic, if they see an advert with a message which offers a free “tips report” on the best ways to end back pain?

Or, one who offers a free telephone consultation with a PT before going any further and signing the forms – just to help them make the right decision?

Probably.

So your MESSAGE – it has to be compelling enough to spark a response.

Preferably, one which is going to solve their particular problem, in the easiest and fastest possible way – that THEY See it.

(Which, at this stage, is NOT attending for 10 session of treatment).

However…

When they are calling your clinic (to request the free “DIY tips report”), THEN you can begin a conversation which gets to the source of their pain point – i,e, the thing that concerns them most about back pain – such as loosing their ability to work, or play time with grandchildren.

And when you know that…

THEN you can begin to educate the person about how what you do, as in your PT skills, really is the best option to solve that specific problem.

(And you do that while on the phone and you’ve got all the time you need).

Most clinic owners get poor results from their advertising and marketing because they give no reason to respond (free sessions aren’t enough!), they offer no “bait” like a free report to self help, or they put out the wrong bait for the people they want to attract.

If you’re not giving people compelling reasons to respond in your messages, then your doing brand advertising – which is what the corporate hospitals love to waste money on – and I urge you not to copy.

Your marketing message should be “direct response” style.

It should have a deadline, a reason to respond TODAY and even include some scarcity too.

A free report is a good place to start.

But make it interesting.

Something that promises a benefit.

And the trick is to make this message magnetic – something which screams, “that’s for me”.

As soon as the person sees it….

…They get on to the phone to your clinic because it is so clearly written for them, is about them, and matches them for their pain, fears, goals, values and hopes for the future.

Make sense?

Hope so.

(Maybe I’ll come back to this in the next email with something to help you some more).

Look out for me in your inbox in a few days.

In the mean time, let me have your questions by reply.

I read all replies.

Talk soon,

Paul.

P.S And if you want to talk with me personally on the phone or on Skype in a free strategy call to help you with this problem you’re having, then let me know in a REPLY to this email.

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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