Author Archives: Paul Gough

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.

Physical Therapy Hiring Book: “The Structure Of All World-Class Companies”

by Paul Gough · 17th December 2018

This is an excerpt from Chapter 3 of my second, Amazon No.1 Best Selling Hiring Book for Physical Therapists, “The Physical Therapy Hiring Solution – How To Recruit, Hire & Train World-Class People You Can Trust”.

“I remember a call I had with a clinic owner who reached out to me saying they had a “marketing problem”. The owner told me that he was the one doing the marketing for the clinic, so I asked him what his commitment to marketing was. He said, “$2000 per month.” I said, “no, what’s your real commitment – how much time do you invest? He said, “5-6 hours, or whenever I get chance.”

Now after doing this exercise with him, I said, “you do have a marketing problem – the problem is no one is doing any marketing!” I explained that, if he simply gave the same time and commitment to marketing as he does operations, he wouldn’t have a problem.

I then asked how long his clinic had been stuck for, and he said over two years. I asked why he hadn’t employed a full-time marketer, and he told me it was because he couldn’t afford it. Why couldn’t he afford it?

Because he was overstaffed. He’d employed more and more admin, expecting that they’d always be able to keep growing on the word of mouth stuff that they were relying on heavily.

And, of course, he thought like most clinic owners do that one of those admin staff members would step up and take over the clinics marketing or manage the social media channels. Marketing box checked. As for sales? Well, the ignorant assumption in health care is that the service somehow sells itself and so almost everyone overlooks needing to have someone in a seat who can talk about money and overcome objections to it.

The reality is that this is how most clinics are structured and is also why they’re stuck. There’s no understanding of what it actually takes to grow a company that is strong and stable – one that grows efficiently and profitably…”

Continued on page 44… go here to keep reading.

Paul Gough’s Hiring Book for Physical Therapists –
“The Physical Therapy Hiring Solution” is OUT NOW!

To get your copy go here now: www.paulshiringbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulshiringbook.com– choose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Hiring Resource PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulshiringbook when you get the book and share your selfie so I can reach out personally to say thank you!

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Hiring Book For Physical Therapists: “The Biggest Hiring Mistake I EVER Made (That Cost Me $100,000’s…)

by Paul Gough · 16th December 2018

This is an excerpt from Chapter 2 of my second, Amazon No.1 Best Selling Hiring Book for Physical Therapists, “The Physical Therapy Hiring Solution – How To Recruit, Hire & Train World-Class People You Can Trust”.

“I see a lot of clinic owners looking for “experience” in the exact same role as they’re advertising. But that is not what you need to look for; you need to find people who have used the skills you need in your role. In Vicki’s case, she’d already been developing the skills that I was looking for, at the dentist. It made it more likely she would be a success for me.

I got lucky with Vicki. My ignorance was bliss and I got away with it, but I paid the price with the next three. Do not copy me. What you need is a hiring process that delivers data on candidates based upon their history, allowing you to create a profile of them. Doing this moves the odds from 50-50, to 80-20, and obviously gives you a significantly higher chance of getting this right more times than not. You’ll get that process from this book.

Hiring from gut and emotion is just one of the many mistakes that leads to the types of hires that give you sleepless nights and endless headaches. Let’s take a look at a few more of the common ones. By cutting out the things that land you with bad hires, you’ll get closer to the great hires that you want.”

Continued on page 24…

Paul Gough’s Hiring Book for Physical Therapists –
“The Physical Therapy Hiring Solution” is OUT NOW!

To get your copy go here now: www.paulshiringbook.com

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulshiringbook when you get the book and share your selfie so I can reach out personally to say thank you!

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Physical Therapy Hiring Book: “Could Everything You’ve Ever Been Told About Hiring Be Wrong?”

by Paul Gough · 15th December 2018

This is an excerpt from Chapter 1 of my second, Amazon No.1 Best Selling Hiring Book for Physical Therapists, “The Physical Therapy Hiring Solution – How To Recruit, Hire & Train World-Class People You Can Trust”.

“Hiring is every business owner’s biggest headache, and yet it is the one part of the business that if you get right, makes running a business so much easier.

If you’re like most clinic owners, I suspect there’s rarely a day or week that goes by when you’re not thinking, “if I just had better staff, then everything would be ok.” Or, like so many do, blaming all of your current business struggles on the incompetency of the people you work with – the people you hired. The same people who you were certain at the time of hiring had the right personality that would have made them a success in your clinic.

If you’ve ever felt that way then you’re not alone and I am so glad you picked up this book. I can tell you from experience that having the right people on your team makes your life so much easier. It also makes your life so much easier. It also makes your business more successful.

For some owners, getting the right people on board is the only thing standing in the way of more profit and more success.

But here’s the thing: one of the worst things you can do is to daydream about finding better staff. Do not allow yourself to believe that better staff are growing on a tree somewhere and when you find it you can just go and pick them off. Or, even worse, allowing yourself to believe that you’re so unlucky in life and business that you always miss out on the best staff – just because it is you!

People regularly look at my staff and assume that “I’m lucky” to have them. As if somehow, I am a magnet for attracting all of the best staff in any town that I set up a business. I can assure you that is not the case. The truth is that there’s no such thing as a herd of world-class people all ready and willing to walk through your doors. There isn’t some evil plot to keep the best ones from you, and there isn’t a website where all of the world’s best employees go to that you don’t know about. There is, however, a system for finding people and turning them into world-class performers that up until now, has not come your way…”

Continued on page 6…

Paul Gough’s Hiring Book for Physical Therapists –
“The Physical Therapy Hiring Solution” is OUT NOW!

To get your copy go here now: www.paulshiringbook.com

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulshiringbook when you get the book and share your selfie so I can reach out personally to say thank you!

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Santa is a Kind, Generous Man – But He’s Not a Miracle Worker

by Paul Gough · 13th December 2018

Seasons greetings from England 🙂

I’m back in the UK for the festive season after another incredible few weeks of seminars and events that took place in Las Vegas and Orlando…

We had more than 250 clinic owners from all over the world come out to my Mastermind Event and Sales Bootcamp, and aside from battling the usual jet-lag, I’m excited to be back in the UK and looking ahead to 2019.

And it’s that which I want to talk to you about today.

What are your plans for 2019???

Like you, right now, I’m caught in the middle of 10,000’s of people who are “busy” planning and preparing for Christmas.

They’ve likely been planning for Christmas for months.

Everything from the presents, the decorations, the cards, the turkey – the family gatherings and social evenings with friends – are all PLANNED and/or already executed.

It was when my girlfriend’s mother told me how “ready” and how “prepared” she was for Christmas ALREADY (…this was three weeks ago when she was in Florida with us)…

…that it occurred to me that most people spend more time planning for a successful Christmas than most clinic owners ever spend planning for success in their business.

Would you agree?

Think about it…

How many people who own a business right now are taking the time to do things like create a Budget and then consider all of the marketing activities that will be required to hit that Budget?

And even work out a hiring plan that factors in the fact that what most business owners want (in terms of revenue), could never ever be achieved with the staff they’ve currently got.

(Very few is the answer).

And that, my festive friend, is THE reason why success will not come their way.

Lets go back to Christmas…

Most people will achieve their objectives this Christmas; presents will be under the tree, food and wine will be on the table and memories will be made with people they love.

Yet, it would never happen if people woke up on Christmas day and “wished” for it.

Santa is a kind, generous man – but he isn’t a miracle worker.

Most clinic owners will wake up on Jan 1st, 2019, wishing/hoping for that type of miracle to happen – just because it’s Jan 1st (…and that’s what everyone does, every year on new years, despite never getting what they want when they did it last year…).

One of the massive shifts I’ve made in my coaching programs in 2018 – that will continue into 2019 – is to move away from the “just take action” mentality (…that is killing business owners’ chance of success), towards a more disciplined and focused approach to building a solid business that puts PLANNING and THINKING at the forefront of everything that you do.

On January 22nd I’m holding a one-day seminar for 25 people and we will be doing 12 months planning in just one day.

Do you want to come?

Essentially, we’ll be working together to answer the question of:

“What is possible for your
business in 2019? – And how
to make it happen”.

On the morning I’ll be showing you how to create a Annual Budget – you will do it in the room with me – and then we’ll spend the afternoon working on a 12-month marketing calendar and map out all of the activities that will be required of you to hit the goals you set in the Budget.

More:

We’ll talk through your hiring plan – and consider when and who you will need to hire as you move through the year.

Even more:

All of your key metrics and performance indicators will be outlined and you’ll leave knowing precisely what needs to be done – and by who – to hit your goals.

It’s called a “Strategic Planning Day” and I’ve got 18 of the 25 seats filled.

It’s happening Tuesday Jan 22nd – in my new hometown of Celebration, Orlando, FL and the price is just $997.

How To Attend My
“Strategic Planning Day”

If you’re interested to come and work with me so that we can do an entire years planning – in just one day – then email paul@paulgough.com now.

There’ll be a quick qualification call to have with someone from my team – and assuming that you’re a good fit, we’ll get to work together ON your business, next month.

Reach out to paul@paulgough.com now if you’re interested in coming.

Sincerely,

Paul Gough

P.S I cover more about this topic – Strategic Planning – on my most recent Podcast:

– EP40: Strategic Planning And Making Better Decisions About Your Business.

Be quick to listen to the Podcast and then reach out to us: paul@paulgough.com to secure your spot the 1-day Strategic Planning Workshop that takes place Jan 22nd in Orlando, Florida.

MORE RESOURCES ON THIS TOPIC:

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

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Physical Therapy Marketing Book: “You Cannot Grow A Clinic Without Lead Generation”

by Paul Gough · 18th July 2018

https://www.youtube.com/watch?v=iCHNhg5Ydbk

This is an excerpt from Chapter 5 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists, “New Patient Accelerator Method: How I Scaled A Four Location, $1,000,000 + Cash Pay Clinic – In A Place Where Health Care Is Free (…And, In One Of The Poorest Parts Of The Country)

“For all the reasons mentioned in chapter 1, you cannot grow a business without predictable lead generation. And you cannot make lead generation work without a follow-up system that takes your potential patient on a journey that leads to him to making a decision to buy from you. Lead generation marketing is about attracting qualified leads. It is not about asking people to book now. It is about starting a relationship with someone who has a problem you can solve, and it’s about educating them on how you can help them solve their problem.

The follow-up system is about guiding the potential patient along a series of steps so that they become ready to buy. Remember, we are marketing to the people in Group 2, those we identified in chapter 1; those who need what you do, but are just not quite ready to buy from you (yet!). This is the target market with the overwhelming majority, and focusing on this group is the only chance you have of being successful with your marketing. For that reason and more, you need a follow-up system.

The follow-up system bridges the gap between what they know now and what they need to know to confidently book and pay for your services.”

…Continued on page 89.

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

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Physical Therapy Marketing Book: “Marketing ‘Won’t Work In My Town”

by Paul Gough · 17th July 2018

https://www.youtube.com/watch?v=iCHNhg5Ydbk

This is an excerpt from Chapter 1 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists, “New Patient Accelerator Method: How I Scaled A Four Location, $1,000,000 + Cash Pay Clinic – In A Place Where Health Care Is Free (…And, In One Of The Poorest Parts Of The Country)

“Here’s the worst bit about a lack of early marketing success: the business owner, still scared from the loss and disappointment of the failed marketing campaign, now concludes that “marketing doesn’t work in my town” or that “marketing doesn’t work for physical therapy clinics”. He is convinced that the only way to grow is to do what everyone else does – market to doctors or wait for referrals from past patients.

With that way of thinking the business owner is now sentenced to a lifetime of perpetual struggle doing what everyone else does, and getting what everyone else gets – a practice struggling to make a profit.

I appreciate that some people are addicted to that struggle – but I assure you, it does not have to be that way. And, if any of that sounds familiar then you are not alone, as this is pretty much the same mistake that I made, and it is how my first two years trying to market my clinic directly to the public looked.

Thankfully though I discovered that marketing does work in my town and it does work for physical therapy clinics – I just needed to change what I was doing and how I was doing it. I needed to change the strategy.

I needed to accept that I couldn’t help anybody and everybody in pain and I needed to get clear on “who” it was I wanted to talk to (my target market). Once I knew that, it made it much easier to change the message in my ad.

I realized that words are powerful, and much like going on a first date, if I talked more about me (than her), I wouldn’t get a second one. The same is true with marketing. The ads have to talk more about them than you and you have to give them a reason to get in touch with you that is more exciting and less risky than the “call now to book an appointment” phrase that was the ruin of nearly every ad I ever ran.”

…Continued on page 14.

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

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Marketing Book For Physical Therapists: “Why You Don’t Get As Many Referrals As You’d Like”

by Paul Gough · 16th July 2018

https://www.youtube.com/watch?v=iCHNhg5Ydbk

This is an excerpt from Chapter 9 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists, “New Patient Accelerator Method: How I Scaled A Four Location, $1,000,000 + Cash Pay Clinic – In A Place Where Health Care Is Free (…And, In One Of The Poorest Parts Of The Country)

“Giving your patients information to give to their friends’ works because it stops your patients from having to become “salespeople” for you. This is the biggest mistake most clinics make when asking for referrals – they are asking their patients to do the selling for them. Chances are patients are telling their friends about you, but they often say the wrong things (they talk about what happens and not the outcome you deliver).

Have you ever stopped to consider what people say about what we do? Picture the coffee shop conversation where a past patient is telling someone about you. The inevitable question is “what’s it like”, or “what do they do?”, and if your patient starts to say things like “well, you have to take your clothes off”, “he put his elbow in my back right at the point where it hurt”, or “he stretched my leg into a position it has never been in before”, they’re hardly likely to call, are they? Compound that by how much it costs and they’re very unlikely to call no matter how good your past patient’s intentions are.

They are saying the wrong things, which is why so many patients who tell you that they will “tell everyone about you” fail to get them to come and see you. They are simply saying the wrong things. That’s what this system is designed to stop, therefore significantly increasing the likelihood that the potential patient has an accurate understanding of what you really do. If they have a better understanding of what you do they will make better and more confident decisions to hire you.

So, the solution to more referrals from past patients is to give them information that they can pass along for you. The best part is, you already have it (from what you are using in your attraction ads). Now you just need to create a system whereby a patient’s friend, colleague, or family member can get it from you.

Think about what this would mean for your clinic: having someone who booked an appointment at your clinic today refer someone else to you within a few days from now. It is as close to “two for one” as you can get, and it really is an explosive way of growing your business, on autopilot, with as much leverage as possible, making it significantly easier for you to grow profitably.”

…Continues on page 170.

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

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Marketing Book For Physical Therapists: “The 3 Fundamental Rules Of Direct Marketing Success”

by Paul Gough · 15th July 2018

https://www.youtube.com/watch?v=iCHNhg5Ydbk

“Successful marketing for physical therapy practices follows 3 fundamental rules:

1. You have to be clear on who your perfect patient is

2. You have to say the right things to your perfect patient

3. You have to reach your perfect patient in the places where they are

The usual scenario in most clinics is to decide to run an ad out of necessity because the patient volume is looking low, or even worse, the local newspaper called and offered a discount on a spot in the health feature that weekend. Neither is ideal, and the reason why is because there’s zero thought ever going into the strategy about “who” is being targeted, what “offer” will be made to them, or even if the “media” used is where the ideal target market (perfect patient) is going to be looking.

These are the 3 fundamental rules of direct marketing success and they are all being ignored in favor of a time-sensitive need to fill up the schedule or a looming deadline.

The only thought is to make the ad look aesthetically appealing and obsess over the color, the position of the logo, the font size and type, and have a designer dress it up with some attractive images.

Let me show you an example of what I mean – and YES, this was one of my own from the early days when I was dabbling with my clinic’s marketing:

Fig.3

Having spent all that time designing it the ad now “looks” perfect, the clinic owner is certain it represents his or her “brand identity” perfectly, and he can be sure that when everyone sees the ad, the phone is going to ring off the hook.

Except it doesn’t.

Then what happens next is this: the business owner, still reeling at the loss of the $500 it cost to run the ad, (and the disappointment of being rejected, and heartache of being overlooked), decides that the solution to the marketing issue must be to change the color, change the font, and perhaps make the ad a little bigger, as maybe the reason that no one called was that no one noticed it?

So the new, bigger, more visually appealing ad runs. The business owner is even more convinced that they’ve got the “look and feel” of the ad right, and he is beyond certain that this time the phone will ring off the hook.

Except it doesn’t.

There’s rarely an attempt at ad number 3. Instead, what happens next is to blame the marketing itself (to cover up the business owners inept marketing skill) and a retreat back into the comfort zone of the old-fashioned methods of marketing (to doctors or past patients) that didn’t work back then, but now, because the direct marketing isn’t working either, appears to be the only option.”

…Continued on page 13.

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

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Physical Therapy Marketing Book: “Patient Attraction Strategy #2: Facebook”

by Paul Gough · 14th July 2018

https://www.youtube.com/watch?v=iCHNhg5Ydbk

This is an excerpt from Chapter 7 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists, “New Patient Accelerator Method: How I Scaled A Four Location, $1,000,000 + Cash Pay Clinic – In A Place Where Health Care Is Free (…And, In One Of The Poorest Parts Of The Country)

…”Let’s move from “offline” to “online”. Facebook advertising is something that I’ve been doing at my practice since the day it became an option, back in 2013.

I’ve since spent in excess of $100,000 on Facebook – and that’s because it works! It is a platform that is difficult to hide from and I don’t know many if any, niches or perfect patients that you wouldn’t be able to find from advertising on Facebook. It’s great for getting leads and raising general awareness of who you are and what you can to do help people.

I primarily use Facebook ads to get leads and build my celebrity status and authority. It is not about selling things or asking people to commit to appointments. It is not about asking for likes or even worrying over things getting shared. It is all about positioning yourself and getting leads that will go through your Nurture System (discussed in chapter 10).

To be clear, what we are talking about here is Facebook’s paid for ad platform. It is NOT about posting status updates and images. It is about paying for your ads to be seen by the people in your target market. And that is what makes Facebook so special and unique. Facebook’s ad platform allows for great targeting so it is very easy to find your perfect patient – you could easily find guys in their 30’s who like to do CrossFit, or ladies in their 50’s who want to be active and enjoy yoga.

If you are in the postnatal back pain or pelvic floor niche, you could very easily find ladies who have just given birth or are about to. You could even talk to middle-aged children who are worried about their elderly parents falling. For all those reasons, Facebook cannot be ignored. I have mainly targeted ladies in their 50’s and above. This allows me to write the message in the ad specifically for that person who are living with a certain type of problem (…an example of one of my best Facebook ads is in your resource kit www.paulgough/resource).

…Continued on page 128.

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

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Marketing Book For Physical Therapists: “Clearing Up The ‘BS’ About Why It’s ‘Wrong’ To Market In Healthcare”

by Paul Gough · 13th July 2018

https://www.youtube.com/watch?v=iCHNhg5Ydbk

This is an excerpt from Chapter 3 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists, “New Patient Accelerator Method: How I Scaled A Four Location, $1,000,000 + Cash Pay Clinic – In A Place Where Health Care Is Free (…And, In One Of The Poorest Parts Of The Country)

“…It makes me laugh when I hear some people in our profession say that healthcare professionals “should not be marketing”, or that “it is wrong to market to patients in pain”. Anyone suggesting this is being ignorant and arrogant as to how marketing actually works.

They live closed off from ever discovering how valuable proper marketing can be in enhancing the relationship you have with your patients. What’s more, these people have completely misunderstood how people really need to be helped (at the point of decision), neither do they understand what marketing actually is.

Clinicians often see marketing as “bad” simply because they think it detracts from the superior skill set (that they think they have); they’ve been brain-washed into thinking that skill set is all that’s required. Their self-worth is often tied to their own perceived level of skill and heaven forbid anyone comes along and is more successful simply by having a better website or marketing message.

The person who thinks that “marketing is wrong” is usually the one who is more concerned about credentials and qualifications (ego!). His head is stuck too far up his own “ass” to ever get it out and see that marketing’s only job is to ensure that those skills, and those credentials, are actually utilized. In that respect, and if you are clinically skilled, marketing is your best friend. And you should be embracing it as the vehicle that is going to put you in front of more people who you can help.

I don’t know about you, but I am in business to help people, and over the years I’ve realized that the only way that I can help people is if they actually know I exist. I know a lot of clinicians with a lot of skills who will not market themselves and as a result, have empty schedules and equally empty bank balances. Do not copy their ignorant ways of thinking about marketing. The fact remains that the company with the best marketing always wins. Besides, all those companies that you consider to be great – how did you hear about them in the first place?…”

…Continued on page 52.

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

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– The Physical Therapy Business School Podcast
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Physical Therapy Marketing Book: “The Morning Madness Of A Typical Clinic”

by Paul Gough · 12th July 2018

https://www.youtube.com/watch?v=iCHNhg5Ydbk

This is an excerpt from Chapter 2 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists, “New Patient Accelerator Method: How I Scaled A Four Location, $1,000,000 + Cash Pay Clinic – In A Place Where Health Care Is Free (…And, In One Of The Poorest Parts Of The Country)

“Think about a typical day in a typical clinic likes ours; the phone, if it is going to ring at all, will usually ring early on in the morning. Typically, the callers will be patients who decided the previous day or night that they need to call and finally make an appointment. By midday, the early morning “mad-rush” for appointments is over and the rest of the day is for processing invoices or catching up on paperwork, etc.

Not in my office. When the morning rush is over and people have stopped calling “in”, my staff are calling “out”. They are talking to leads. We are affecting the day actively. We are making a difference on bad days, always limiting the baron spells that so many clinic owners believe they have to accept as though it is somehow normal.

If there is anything that you take away from this book, it should be the importance of turning your business from one that is passive and waiting for the phone to ring (always relying on doctors or word of mouth), to one that is pro-active and able to make outbound calls, booking people in if and when it goes quiet.

If you are always waiting for the phone to ring and it doesn’t, and you have no pipeline to go-to to make a bad day great, then your clinic will always be stuck in the “boom and bust” scenario that we spoke about earlier in the book. I do not like the thought that my clinic’s profit, and my ability to pay my mortgage, are at the mercy of whether or not someone may or may not talk about me today. It is a very vulnerable place to be in as a business owner. It’s much better to have leads in a pipeline, ones you can go to and talk to if, and when, your phones go quiet.”

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

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Marketing Book For Physical Therapists: “How I Became The Recognized, Trusted, Authority Figure In My Town!”

by Paul Gough · 11th July 2018

https://www.youtube.com/watch?v=iCHNhg5Ydbk

“The impact that this marketing strategy has had upon my life has reached well beyond just a better, more financially solid business. Not long after I started this type of marketing, I was approached by two local newspapers who asked me to be a weekly health expert in their publication.

Education based marketing is all about giving value and providing people with helpful information about how to make good decisions about their health. And so, when I was writing the ads to promote my clinic, the editors of the local newspapers liked what they saw. The style of the ads (which I’ll teach you in chapter 8, “The Attraction System”), caught the attention of the editors, and two of them approached me and asked me to write weekly newspaper columns on the topic of health.

Ever since then I’ve written weekly newspaper columns in two of the big newspapers in my area (*I have provided an example of these newspaper columns in your resource pack that accompanies this book – get them at www.paulgough.com/resource). This provided, and still provides, free awareness of my clinic, and it also gave me the added bonus of positioning myself as the trusted authority – almost celebrity – healthcare expert in the North East. Imagine how easy it is to attract patients and raise your rates when you have this going on.

That awareness did this for me, and it can do the same for you.”

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

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Physical Therapy Marketing Book: “Generalists Go Broke – Specialists Get Rich!”

by Paul Gough · 10th July 2018

https://www.youtube.com/watch?v=iCHNhg5Ydbk

This is an excerpt from Chapter 6 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists, “New Patient Accelerator Method: How I Scaled A Four Location, $1,000,000 + Cash Pay Clinic – In A Place Where Health Care Is Free (…And, In One Of The Poorest Parts Of The Country)

“One of the reasons that physical therapists struggle to charge higher prices than say, personal trainers, (or even hairdressers in some instances), is because we graduate as generalists. We have been taught to do a “little bit of everything”, and as a result, never really specialize in anything. And that is a problem because specialists are who people seek and ultimately, spend the most money with. Generalists try to help everyone – and get tired and go broke.

Specialists narrow down to a specific target market, they charge more money to provide that specialist service, and as a result, they get rich! What do you want to spend your career doing?

When you get clear on your ideal patient you start the process of becoming a specialist, and because you can start to talk about their specific problems, in the eyes of that perfect patient you are becoming “everything” (rather than a little bit of something to everyone).

At first, it might seem counter-intuitive that you are going to choose to ignore some people and instead focus on a small pocket of people, but what needs to be understood is that if people can’t find themselves in the ad or the marketing message you are putting out, they will ignore it. And that’s a problem because without getting their attention they are not going to take action, and if they don’t take action they will not come and see you.

Sure, there might be 5000 people seeing your ad on Facebook, but if it isn’t talking to someone with a specific problem, and isn’t showing how you can solve it, then no one is noticing it.”

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

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Author Archives: Paul Gough

About Paul Gough

Physical Therapy Hiring Book: “The Structure Of All World-Class Companies”

Paul Gough’s Hiring Book for Physical Therapists –
“The Physical Therapy Hiring Solution” is OUT NOW!

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“New Patient Accelerator Method” is OUT NOW!

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“New Patient Accelerator Method” is OUT NOW!

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“New Patient Accelerator Method” is OUT NOW!

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“New Patient Accelerator Method” is OUT NOW!

Marketing Book For Physical Therapists: “Clearing Up The ‘BS’ About Why It’s ‘Wrong’ To Market In Healthcare”

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“New Patient Accelerator Method” is OUT NOW!

Physical Therapy Marketing Book: “The Morning Madness Of A Typical Clinic”

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

Marketing Book For Physical Therapists: “How I Became The Recognized, Trusted, Authority Figure In My Town!”

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

Physical Therapy Marketing Book: “Generalists Go Broke – Specialists Get Rich!”

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

“Watch A Recent ‘Mini’ Marketing Master Class By Paul”

What Other Physical Therapy Clinic Owners Are Saying

About Paul Gough

Paul Gough’s Hiring Book for Physical Therapists – “The Physical Therapy Hiring Solution” is OUT NOW!

Paul Gough’s Hiring Book for Physical Therapists – “The Physical Therapy Hiring Solution” is OUT NOW!

Paul Gough’s Hiring Book for Physical Therapists – “The Physical Therapy Hiring Solution” is OUT NOW!

How To Attend My “Strategic Planning Day”

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Paul Gough’s Marketing book for Physical Therapists – “New Patient Accelerator Method” is OUT NOW!

MORE RESOURCES ON THIS TOPIC:

Paul Gough’s Marketing book for Physical Therapists – “New Patient Accelerator Method” is OUT NOW!

MORE RESOURCES ON THIS TOPIC:

Paul Gough’s Marketing book for Physical Therapists – “New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists – “New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists – “New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists – “New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists – “New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists – “New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists – “New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists – “New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists – “New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists – “New Patient Accelerator Method” is OUT NOW!

“Watch A Recent ‘Mini’ Marketing Master Class By Paul”

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What Other Physical Therapy Clinic Owners Are Saying

Paul Gough’s Hiring Book for Physical Therapists –
“The Physical Therapy Hiring Solution” is OUT NOW!

Paul Gough’s Hiring Book for Physical Therapists –
“The Physical Therapy Hiring Solution” is OUT NOW!

Paul Gough’s Hiring Book for Physical Therapists –
“The Physical Therapy Hiring Solution” is OUT NOW!

How To Attend My
“Strategic Planning Day”

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!