PT Marketing – In The Age Of Trump And Brexit

by Paul Gough · 20th January 2017

So today is a pretty historic day in the US…

In Britain, last Summer, with “Brexit”, we experienced the same significant shift in the way that people think and make decisions about what they WANT from their life.

On the news, they are telling us we are in an age of “crisis”, “chaos” – and “uncertainty”.

I’m not so sure about the “crisis” or “chaos” – I think if you look back at the last 20 years leading up to both of these events – and not at the actual day each happened – both were inevitable.

But I do agree that we are in “uncertain” times.

Not just politically, but in terms of what people believe is truly possible for themselves.

In Britain, socialist health-care is a tremendous ASSET to our nation – especially if you are in an emergency situation.

But it’s not so great if you are classed as a “non-urgent” need, like living with chronic lower back pain.

In the US, insurance based medicine was fine for many – but not everyone.

So they decided to change it.

It now suits a few more, but not the many who pay for it.

Things change – but not always for the better.

So the question is, how will today REALLY affect you?

Let me tell you:

As YOUR potential patient watches CNN, FOX, the BBC, Sky NEWS, CNBC – or which ever broadcast station they prefer – what will happen is the “SEED OF DOUBT” will continue to be sewn.

CNN and FOX don’t want to paint a picture of a “certain” America…

The BBC doesn’t want to paint a picture of a “certain” future Britain…

Why?

Because you’ll stop tuning in to find out if anything has CHANGED!

So as millions of your potential patients get more “gripped” by the “uncertainty” of the future…

…guess what happens to their ability to make decisions?

That’s right, its going to get harder.

And ultimately, THAT is what is bad for small business.

If people can’t make DECISIONS – how can they show up at your office?

And if they can’t show up at your office, how can you ever use your skills to help them??

And if you cant use your great skills, how will you ever get paid???

I put it to you that the real issue facing small business TODAY, is the cocktail mix of SKEPTICIM mixed with a ton of FEAR and UNCERTAINTY in the future…

It’s not that they haven’t got the money to spend – it’s just that they’re a lot more fearful of wasting it.

Why wouldn’t they?

Because as “Megan Kelly” and “Wolf Blitzer” will be pointing out aaaaaallllll weekend long, “we just don’t know what’s going to happen next”.

Do you?

So now you know what the real issue is, the question is, how can you be successful in-spite of it?..

The answer is simple:

“Accept it”.

And build your business from that point.

Change your own mindset, design your Marketing Plan and communicate with potential patients as if they are living, breathing, walking, talking SKEPTICS who don’t believe a single word that you’re telling them…

And when you do that – it’s much easier to get on their level.

In Marketing we call it “meeting them where they are”…

…and it’s never been more important for you to do that than on this day, and every day after in 2017 and beyond.

This is one of the reasons I’ve created the “More Patients, More Profits 2017” 3-Day Workshop…

– More Patients, More Profits 2017 3-Day Workshop >

It’s about showing you how to create a Marketing Plan to defeat “Skepticisim” – pretty much the only thing that is getting in the way of you being more successful.

In these workshops I’ll be sharing with you:

===

* The NEW RIULES of Marketing for 2017-21 (in the Trump/Post Brexit years)

* A Marketing Plan to combat “scepticism”, “fear” (and “buyers remorse”) that REALLY stops patients making appointments at your clinic…

* The 80/20 rule of Marketing – and how to know where to focus your time and energy to find the right patients for your clinic

* How to stop treading water – succumbing to inertia… remaining content with a status quo far below the level of that which is possible for a highly qualified, and highly talented health care professional like you…

* As well as everything else that I have used to grow my own clinic from zero to 10,000 cash paying patients in just 7 years.

===

If you are watching the TV today – or seeing the highlights reel later tonight – count how many times the newscasters talk about “un-certainty” or proclaim:

…“we just don’t know what’s to come”…

…and every time you hear it, “shudder” at the thought that 1000’s of your potential patients are being paralysed with fear over what may (or may not) be around the corner for them.

And one final thought:

If your patients can be influenced by the words they’ll see on TV today…

…they can be influenced by the words that you’ll use on your website, on your Facebook ads, your newspaper ads – even on the phone as they inquire about price.

The only difference is, we will use those words to paint a MORE CERTAIN picture of how healthy their life could be – by coming to see you!

Your future business success, is that simple.

Click here to find out when I’ll be holding a workshop in a town near you:

– More Patients, More Profits 2017 3-Day Workshop >

Enjoy the fireworks today – I’m sure there’s A LOT to come…

Sincerely,

Paul Gough

The Secret Of A Great Marketing Plan

by Paul Gough · 19th January 2017

Lets talk more about a Marketing Plan:

Every PT business owner needs one…

…BUT, not everyone has one.

Do you??

For most, Marketing is something that happens when new patients dry up…

…OR, the local newspaper calls and offers a discount to run an ad because there’s a “special promotion” on this weekend – and they’ll put you in the “special section” of the paper with every one else trying to sell their services!

(Either sound familiar? lol 😉

The problem?

Neither is a good place from which to start…

One is doomed to fail – just because you’re running “any old ad” out of a desperate need to bring in patients – and ANY patients will do at that point!

And the second, you are saving money on ads that you had no intention of ever even running…

What sort of a deal is that?

(It’s like saving 20% on a pair of shoes from Macys – that you didn’t even want to buy).

Successful “Marketing Plans” are created at least 90 days in advance…

For some businesses, like mine for instance, Marketing Plans are created an ENTIRE YEAR in advance.

The difference?

“Momentum”.

Because if you don’t allow enough – there isn’t enough TIME to build up the “energy” required to create a rush of people calling your office…

Each ad in a well thought out Marketing Plan is designed to build upon itself – I call this the “snow ball effect of a successful Marketing plan”.

Even every post on Facebook is supposed to form part of that Plan – and move people closer to the goal of the Campaign you are running that week or that month…

It’s got to be that detailed.

But sadly, most people think that a Marketing Plan consists of shooting a video of some exercises in their local gym – and sticking it up online, HOPING that someone will see it – and book an appointment as a result.

But that’s not a plan – and is precisely why so many PTs are not at anywhere near their capacity…

If it’s quick and easy – it’s usually poor in it’s return…

If it’s well thought out, methodical and systematic – the returns are often stunning.

Anyhow…

How about you?

Which bracket do you fall into?

And which one do you WANT TO FALL INTO?

The quick and easy “throw a video up on Facebook” and “hope” approach…

…or would you prefer the “methodical and systematic” approach that gives you a much better chance of hitting full capacity in 2017??

If it’s the latter…

Then click here to find out when I’ll be in a town near you and I’ll show you how to do it:

– More Patients, More Profits 3-Day Workshop – Apply Here.

And when you do I’ll be spending “3” days showing you:

1. How to create a real Marketing Plan (…so you don’t waste any more money on ads that you run JUST because the local paper calls with a “special”)

2. The exact Message that you should put out across things like Facebook, Newspaper, on your Website, Social Media and in all of your Marketing pieces…

And,

3. How to actually convert the inquires that you’ll get so that they’re on your schedule.

It’s like I always say…

It’s one thing to get an “inquiry” – it’s another thing to get a paying patient.

If you are interested, use this link to look at when I’ll be holding this workshop at a town near you:

– More Patients, More Profits 3-Day Workshop – Apply Here

Maybe we’ll get to grab a beer or two as well?

Sincerely,

Paul Gough

The Most Vital Part Of Your Clinic’s Marketing Plan

by Paul Gough · 16th January 2017

Comes a question on my Facebook Page:

===

“I know I need a Marketing Plan – but I’m stuck on trying to decide what actually goes into making one happen!

Any in-put would be welcome.”

===

So, let’s dig-in and talk through this…

(I have a video for you to watch – so read right to the end)

First, a definition:

“A Marketing Plan is something that describes activities involved in achieving specific Marketing Objectives – within a set time frame”.

For it to work – you need to know how many patients/visits you want to see each week – then work backwards.

So if I want “50” visits per week – and each patient has 10 sessions with me – I need “5” new patients every week.

That’s about 23 NP’s per month.

Now here’s where the plan takes over:

I then have to work out where I am going to get those “23” patients from.

For example:

5 from Facebook…

Another 5 from Google…

5 from Website…

And so on and so on…

This is my “budget” – and I need to forecast – until I hit the said goals.

Simple “do this, do that” type stuff so far.

Now, where all of this breaks down, is often in the EXECUTION of this Plan…

PTs are rushing to Facebook right now to “get there message out there”…

OR,

Running ads in the Newspaper to “get noticed” and acquire NPS that way.

The problem is this:

“Most of these ads aren’t working”.

Why?

Because before you even consider creating a Marketing PLAN…

…you need a MESSAGE that drives that plan.

The MESSAGE is like the FUEL of your vehicle.

You can have the best VEHICLE, but without the right FUEL, it ain’t going anywhere!

Likewise, I can have the best PLAN in the world – but if the Message that I put out (to the people in my community) isn’t RESONATING, then my Plan is going to fail.

Rather than explain it, let me show you it in action…

Here’s a video that demonstrates what I’m trying to say:

(Click play to watch it)

It shows a blind man in the streets “begging” for money…

His MESSAGE is:

“I’m blind – please help”!

No-one leaves him any money.

THEN all of a sudden…

…the MESSAGE gets changed to:

“It’s a beautiful day –
and I won’t see any of it”

And when it does, guess what happens?

That’s right – his begging cup gets loaded with cash.

It is WITHOUT DOUBT the No.1 Marketing training Video I have ever seen – and is something that completely changed the way that I Market my practice…

When you’ve watched it…

…if you then believe in the power of the MESSAGE – and want some help to refine (or create from scratch) YOUR CLINICS MARKETING MESSAGE…

…then take a look at this:

– 3-Day Workshop With Paul Gough – More Patients, More Profits 2017! >

It’s where I spend an entire day helping you to create the right MESSAGE, another Day creating a solid Marketing PLAN that leverages that new Message…

…and another day showing you how to CONVERT more of your new leads to paying patients – so that the numbers in your new PLAN, come to fruition.

Click here to find out when I’ll be coming to a clinic near you:

– 3-Day Workshop With Paul Gough – More Patients, More Profits 2017! >

Sincerely,

Paul Gough.

P.S When you attend, here’s how the 3-Day Event will look:
Click here for the details.

What Do You Mean By “Cash-Pay”?

by Paul Gough · 14th December 2016

Came a question earlier this week from Canada:

===

“Paul, What do you mean by “cash-pay”?

– Marco Chiasson, Physio Max, New Brunswick (Canada).

===

My Answer:

Any time someone has to put their hand into their pocket…

…or reach for a purse or wallet…

…to whip out a crisp bill/credit/debit or visa card to fund in some way shape or form a contribution to, or pay in full for, a Physical Therapy appointment – then that is CASH PAY.

Lets clear this up:

If they are making ANY form of contribution to the service you provide, out of their own pocket, then that’s cash pay.

(As the PATIENT sees it).

And that’s where the problems are arising…

It’s a lot more difficult to run a PT Business when one person ENJOYS the treatment – and someone foots the bill.

(AKA, the traditional insurance model that MOST clinics WERE built upon).

But those days are all but over.

Almost every single patient walking into a clinic today is needing to pay SOMETHING towards the service.

All of a sudden, it feels a little different for the patient…

Especially if they’ve assumed, or falsely believed, that they’ll be able to have it ALL covered by insurance.

(We take for granted that they actually read their policy before singing it…)

So when you tell me I need to pay my “$50 co-pay” – I’m going to be paying that in cash, and usually with some form of resentment to doing it.

If you tell me you are “out-of-network” and I need to pay the $150 in full – then I’ve paid you with cash.

I just have to HOPE that I fill out the forms correctly to get my money back!

The significance of “cash”?:

There’s a pain associated with handing over cash.

It’s why shops switched to credit cards…

Then it’s why shops switched to “contactless”…

(The less pain that’s involved in paying for something, the better – they don’t even want you hearing the beeps of your PIN anymore).

The really bad news for Physical Therapists – is that we are primarily a “grudge purchase”…

They like us – but they don’t really want to be there with us.

And secondly, we don’t give them a “box of stuff” when they check out…

We give them a lot of “education” – we talk to them about funny things called “nerves” and “ligaments” – but they don’t always know how that equates to value.

So the moral of todays story?

If any single one of your patients is having to contribute in cash to fund your service – you are in the cash-pay game.

And that, my business building friend, and for all the reasons described above, requires a completely different game plan…

What type of game plan?

A “Marketing Game Plan” of course.

How you let them perceive what you’ll do for them BEFORE they show up determines how they show up.

If they think you’re “just another PT”… they’ll treat you like “just another PT”.

If they think you understand them better than anyone else – they’ll treat you better than anyone else.

It’s simple – but very powerful stuff.

And guess what?

I’m spending 3 days showing you how to be more successful in the “pay-me-with-cash” era that we’re all in…

It’s a 3-day Workshop happening in San Antonio (February 17-19th ) and it’s dedicated to showing you how to create a Marketing Plan so that you’re able to attract and schedule more patients whatever the size of their contribution to your fees.

Apply here:

– Click here to apply for the More Patients, More Profits 2017 Workshop.

Be quick – just 10 seats available (and “6” have already gone).

– Click here to apply for the More Patients, More Profits 2017 Workshop.

Sincerely,

Paul Gough

P.S Here’s how your 3-Day Learning experience will look:

===

Why I Don’t Use These Two Words (…When Marketing To Patients)

by Paul Gough · 13th December 2016

While back, (few years maybe), and not long after I realised most of the public has no clue what a Physical Therapist even does…

…I decided to play a little game in my clinic with the words we were using.

The game was to see if we could make it through the entire day without using the word “Physiotherapy”…

And we did.

We swapped it for “solution”.

We also decided to swap out the word “pain” – and exchange it for “problem”.

Long story short, we realised what we’d done…

We were actually starting to use words that DEEPLY connected us to more of the people we wanted to help.

That meant we had a better shot at talking to them about what we could do for them (…which was for many, pain relief, using physiotherapy techniques – the IRONY!)

Think about it:

Human beings are hard-wired to accept/find a way to live with pain…

It’s why so many have lived with it for months/years before they arrive at your clinic.

Now think about what life is like with a “problem”….

We’re not that good at living with one of them.

And if we have a problem, what do we need to start to find??…

Is it Physiotherapy??

(Of course not).

It’s a SOLUTION!

A solution to a problem – THAT’S what humans beings REALLY need.

So what did I do next?

I flipped my clinics entire Marketing Plan from one which offered “Physiotherapy for anyone in pain” – to positioning me as a SPECIALIST provider of solutions to people with problems (…in their 50’s and above).

As I talk about solutions in my Marketing, I get more Physiotherapy patients.

As my competition talk about Physiotherapy – they get frustrated and waste ad dollars.

And I’ve since realised that it’s the words that you use at the front of your Marketing System that determines not just who you attract – but HOW they show up.

For example:

Are they wanting a few sessions to “ease their pain”?

OR, are they committed to a full plan of care (solution) that promises to solve their PROBLEM, and happy to pay out of pocket for it??

Whatever you are getting today, it’s likely to be because of what you’ve let them believe BEFORE they actually call.

Now, you can use your Marketing to do what everyone else does and try to compete with “The Mill” like clinics and offer a “better standard of the same PT”…

Or, you can use your Marketing to paint a picture of what life could be like without the problem they’re living with – that your unique solution can make disappear.

See the difference?

It’s just one of the simple switches to my clinics Marketing Plan like that has helped me to attract 10,000+ self referred, happy to pay-in-cash patients at my own practice.

And speaking of a “Marketing Plan” to attract more people who are happy to pay cash:

My 3-Day Workshop goes into a lot more detail about creating a Marketing Plan, including the step-by-step process of choosing which words to use to attract the right type of person to YOUR clinic – PLUS, how to answer objections to your fees (because they inevitably arise in the cash-pay model).

Here’s how to apply to get one of the “5” remaining seats at the San Antonio Event, in Feb’:

– 3 Day Workshop: More Patients, More Profits 2017.

Sincerely,

Paul Gough

P.S Here’s how your 3-day learning experience with me will look like when you get to San Antonio:

It’s you and 10 other VERY smart business owners gathered around a table discussing solutions to problems in your business.

===> Full Details here.

===

Two Little Words (Said By A Receptionist That Costs You $$$)

by Paul Gough · 9th December 2016

On the face of it, “probably won’t” – isn’t all that much of a phrase that you would ordinarily pay much attention to…

But with some context, it becomes so.

For example:

When it’s said by the well-meaning secretary of an in-demand PT explaining why “you probably won’t get to see him after the initial Eval’”, to a new patient calling…

…then all of a sudden it’s worth paying attention to what it means to the person hearing it.

Or, more importantly, how it makes that person FEEL about doing business with you.

Think about a typical patients journey…

They pick up the phone to talk to a stranger…

They admit that they have a problem to that stranger (not easy to do…)…

Then they are then told that the person they want to see CAN SEE THEM…

…BUT, that it’s unlikely to be for anything more than one session.

What’ll happen next??

“Who knows”…

(They don’t know either).

Will I get the outcome?

Will I be seen as many times as I need?

Will I get the service that I’m looking for?

And you want me to pay “how much” out-of-pocket for this???

And so it goes on and on – and on…

Doubts raised about the CERTAINTY in which the patient will get the outcome that they plucked up the courage to call for – and will have to *pay* for…

Value is something that a patient PERCEIVES.

It’s a concept.

It’s a feeling.

And when enough of a feeling “conjures” inside, people take action – and sometimes do stuff they otherwise wouldn’t…

It’s like I keep saying…

There’s NO money problems in this world…

There’s a reason the US and UK collectively are in multi-TRILLIONS $$$ worth of debt…

And that’s because people with “no-money”, often buy things based upon how the words of the people offering it to them made them FEEL.

How are your marketing and office staff making your patients FEEL about paying your fees?

To wrap up:

The secret to cash-pay or self-referral success for ANY PT clinic, anywhere in the world, is found in the way that you are able to make someone FEEL about WANTING to do business with you…

It starts with what you say in your Marketing – and continues on the phone.

Sincerely,

Paul Gough

What Is The Real VALUE Of PT Anyway??

by Paul Gough · 9th November 2016

Story Time:

So there I was in “Tampa Bay” last week…

…visiting the clinic of “Renewal PT” (Greg Todd)…

…when a couple of noteworthy things happened:

1. The owner of a PT clinic flew out to join the “Impact Tour” all the way from Memphis.

She was not your typical owner…

Instead, a PT *ASSISTANT*, who owns her own clinic…

And,

2. At the meet up, I heard the words:

“We don’t fit in”…

It was said by one of “5” students who came out from all over South Florida to meet me…

(I was inspired to say the least).

And, over a glass of “wine”, and a cold IPA, I got a glimpse of what the school system is doing (or not doing) to create more successful PTs…

Their gripe??

“No business education”.

It seems that School is doing an amazing job at creating “skilled” practitioners…

The problem being, many who graduate feel unconfident at being able to start their own “gig”.

And it’s no wonder…

PTs are never taught how to actually communicate what we do in such a way that people can confidently make a decision…

(So confident that they’re happy to.
Because that’s all business is…)

An ability to communicate in such a way that people can understand what they’ll get when they hand over an excess of $500 – and give up 12-15 hours of their time.

So why don’t they teach you how to do that??

Well, as I explained to the “5” students, it’s a bitter pill to swallow when you’ve just spent $150k on an education to be told you have to attend an entire semester on “how to speak” so that people can make a decision on choosing you as a provider.

The establishments argument is, “you now have a “D” before your name… that’s all you will never need”.

Really??…

For a non-essential, non-urgent therapy, that most people see as a grudge purchase???…

Anyhow…

As the conversation continued…

…it became more and more obvious that students ARE being told to “add more value” to the lives of patients…

…BUT that it involves being a better, more skilled practitioner.

I disagree.

Value is a *concept*…

It’s what ever the person you are speaking with at the time, decides it is…

It’s increased by spending “TIME” to help someone understand the MEANING of how what is about to happen, is likely to affect them.

Think about the typical process for how most patients find themselves as a “patient” at a PT clinic – and you’ll see that there’s very little time factored in to help someone actually understand what the heck is about to happen to them…

…and, what they’re about to pay for!

So here’s my final thing:

Think about your own life…

If you have a problem, do you rush to see “Uncle Jim” who is always too busy watching M.N.F to listen to you…

…or do you call on “Aunt Betsy” who switches off the TV set and stops everything she’s doing to listen to you at the first sign of an issue in your life????…

To be successful in the new health care economy you absolutely do need better business and marketing skills…

…but you also need to act a little more like your favourite Aunt Betsy…

TIME – and the ability to make a better decision because of that – is the thing your patients VALUE most.

Build it into your clinic modus-operandi and watch how easy it is to become more successful.

Anyhow…

Lesson over…

I gotta’ dash – the Impact Tour is making its way to Hollywood Studios later today…

Sincerely,

Paul Gough

For more PT Business Education Material:

Click here to subscribe to my email list and I’ll send you more Physical Therapy Business Education >>>

P.S Here’s a picture or two from the “Tampa Bay” meet up last week:

That’s me with some of the top PTs in Florida ^^^…

And that’s me with Gregg Todd ^^^ – we had a fun time shooting some videos for Social Media at his beautiful house…

P.P.S The Impact Tour moves to the North East this weekend (Day 55/63)…

I’m headed to New Jersey, Delaware, then on to Charlotte and Myrtle Beach.

Full details here.

Accelerator Method – Achieve Price Freedom (Part 6)

by Paul Gough · 4th November 2016

https://www.youtube.com/watch?v=bs8ttLpHqfs

Week 6 of Accelerator is here and I can’t believe it’s our final class…

First a quick re-cap:

Weeks 1, 2, 3, 4 and 5 of Accelerator were all about teaching my students how to increase the number of people who want to do business with them…

You can catch up on the highlights here…

– Accelerator Week 1
– Accelerator Week 2
– Accelerator Week 3
– Accelerator Week 4
– Accelerator Week 5

This week I showed my group of great Physical Therapy business owners how to achieve ‘Price Freedom’.

What is Price Freedom? It’s the ability to charge whatever prices you want (the prices you deserve) without losing patients, and growing your business at the same time.

It’s all about creating a price structure that makes you more profitable AND offering other products and services that are aligned with your perfect patient, that they’ll want to buy from you… forever.

So with that said, lets get into “10″ of the biggest highlights from the final week of the New Patient Accelerator Program, week 6, so you too can discover how to MAXIMISE the cash value of your new patients…

Key Takeaways

#1 The Number 1 Thing That Allows You To Charge Higher Prices…

Raising prices is often hard for many business owners – we get emotionally attached and worry that people will say ‘no’ to paying what we really want to charge.

But there’s a way around that – GREAT Marketing (and continued investment in your clinic Marketing)

Which is why your Message to Market match is so vital…

It’s the job of your Marketing to attract your perfect patients to your clinic with messages that resonate with them so powerfully, that they wouldn’t ever dare risk going anywhere else.

Get that right and you’ll be able to charge more than your competition.

#2 Patients Really CAN Afford Your Fees

A lot of business owners face people telling them ‘they can’t afford their fees’ – it happens in every industry, in every town…

And unfortunately it’s happening more and MORE in the PT industry, especially as the cost of health care rises!

So do you have to suffer? Nope!

This is another reason why investing in your clinics Marketing is KEY to being more profitable… If more people know who you are, and more people want to do business with you, then essentially you’ll have a steady stream of people lining up in your waiting room – so you can confidently raise your prices.

(And not live in fear of losing one or two people just because you’re charging a higher fee).

#3 Selling Is An Exchange Of Value

When you can get your customers to understand the value of what you’re selling (the benefit to them of a monthly massage, or maintenance Physical Therapy) they will be more inclined to spend money with you.

If you don’t present the value to them on a sliver plate over and over and over again – a LACK of value will automatically be assumed.

The day you STOP communicating the value – is the day they drop-off.

People don’t buy ‘massages’ and ‘PT’ – they buy how it makes them feel.

Get this right and you’ll bust this next thing I’m about to tell you…

#4 The Myth About Higher Prices

One of the most worrying myths in business is that people buy primarily on price.

NOTHING could be further from the truth – we’ve just been conditioned to believe it’s true.

If people bought primarily on price, we’d be driving the cheapest, oldest cars, we’d never eat out in restaurants, very few people would own iPhones or iPads.

Again, this is why we need provide value up front (over and over again), and give them tons of information first – then they’ll be happy to exchange $1000 to do business with us.

#5 Remove The ‘Professional Ego’

And I mean this with total respect…

…As PT business owners we’ve got to throw our ego under the bus otherwise it can stand in the way of having a conversation about the value of what you’re providing with someone who questions price.

This is the reason WHY I do free telephone consultations…

WHY I hold free ‘discovery visits’…

Because these free options I give to people, who need to know more before they say ‘yes’ to my services, don’t cost me money, they make me money in the long-run.

#6 The Wrong Way To Set Prices

One of the big mistakes a lot of Physical Therapists make when it comes to setting their prices is that they either:…

Look at their competition and base their pricing on the average (who wants to be average?!)
OR they pull a number out of thin air that THEY are comfortable with.

BIG mistake – these pricing strategies are what will keep you from making a profit and charging what you deserve.

Which brings me onto this:

#7 The Best Person To Decide What You Charge

And nope, it’s not you – in fact, you’re the WORST person to decide what to charge.

Simply because you’re too close to your business and customers. So, who should make the decision??

Your customers!

When you test your prices, your patients will tell you what they’re willing to spend.

So go ahead, test it, don’t be fearful – you’ll soon find out 😉

(And I bet most people won’t even notice)…

#8 Don’t Become A ‘Commodity’

Most PT clinics allow for ‘apples to apples’ comparison.

STOP!

When you do that you’re allowing customers to assume that all Physical Therapists do the same thing – which means they’ll ring round alllll the other clinics in town and ask about the prices they charge.

If you take part in this – you’ll become a commodity, and people will assume they can get what you do – for less.

Now, I know you’ll be wondering…

‘What are some ways I can avoid this
and charge MORE than other clinics??’

So I’ll let you in on one…

#9 Change The Name Of Your Services

A simple way to remove yourself from the “apples to apples” comparison trap is to get creative with the NAMES of your services.

People LOVE walking into a shop, purchasing a product, and being certain of what they have bought – but the problem with PT is, that people are not really sure what they’re buying – no one really knows what we do!

By giving a patient the service they’re buying a name, they’ll feel as if they’re paying for something special that they’re certain of (and it’ll make compliance much more likely!)

As well as PT services, do this…

#10 Offer Something Else!

You may have heard of a “cash up-sell”…

A cash up-sell is an added bonus – once you’ve been able to attract your Perfect Patient…

…once they see the value in what you do, and once they have experienced your unique service…

They usually want to come back for MORE.

Just think how easy it would be to offer a massage package or pilates class to a lady in her 50’s… if your entire clinic is packed with these 50 year old ladies then it becomes very easy to offer this to them – and for you to be successful with it.

It doesn’t have to be massages, and it doesn’t have to be 50 year old ladies…

…what that is, is an example from my clinic. And it’s so successful that our cash up-sell process covers just about all of my expenses… meaning that the actual PT service is 100% profit.

So in your clinic – once you know who your perfect patient is, you’re then much more likely to be able to offer a Cross Fit athlete some sort of cash pay option that is in-line with keeping him fit and healthy so that he can stay in the gym.

To sum it up: you can only raise profits in “3” ways:

1. Increase the number of people who buy from you
2. Increase the amount they spend with you

And,

3. Increase the FREQUENCY of times they spend money with you

It all starts and ends with knowing your perfect patient…

…adding value to their life…

…building that TRUST, and getting them to the point where they will want to buy from you at your rates – including any other service you’ve got.

Which is 100% possible using the Accelerator Method.

If you’d like to get notified of when this class next becomes available – please click here and we’ll be sure to add you to the early priority list, next time.

Here’s to charging higher prices like you deserve.

===

If you’re brand new to my PT Business Education Material:

Click here to subscribe to my email list and I’ll send you more Physical Therapy Business Education >>>

Acquiring New Patients – Even When You’re Stood In The Line For A Ride At Disney Land

by Paul Gough · 1st November 2016

The Impact Tour has made it’s way to the East Coast.

As I write this to you I’m in a gorgeous little town in Orlando called “Celebration” – sipping on an early morning coffee at Starbucks watching the sun come up over the lake.

(Headed to “Tampa Bay” next – coming to meet me?)

On the flight over here yesterday I had chance to reflect on a few things from the West Coast Tour…

One of the main things that stood out for me was a conversation that I had with “Andrew Vertson” (top PT owner at Intecore PT in Orange Count)…

Here’s the story:

We took our kids to Disney LAND (Anaheim) on Friday just gone…

…and while we were there, he showed me an email from a “prospective patient”…

Now this patient had opted in (online) from a newspaper ad that I had recently wrote for Andrew…

The ad was ALL about how he could help people with low back pain – avoid back surgery – and live a life without pills.

(Simple stuff that we PTs are really good at).

Anyhow…

The lady (in her 50s), had requested the Free Report that Andrew was offering in his newspaper ad…

She had read “6” emails in his follow up sequence…

And replied to the “7th” while he was in-line for “It’s a small world”…

Her response?

Well, basically, Andrew got chapter and Verse about how fearful she was about having to “go down the surgery route” if she doesn’t do something soon.

Her one question in the lengthy email, was this:

“Can you help me avoid surgery”.

His reply?

“Yes… we help people avoid surgery all the time”.

Her response?

“Can I have an appointment please”…

(Not a single mention of the word “PT” or “pain”.)

The lesson to be learned in this??:

Having a real marketing system allows you to acquire new patients – even when you’re at Disney Land with your kids.

And, if you are moving into a world of trying to acquire new patients from direct access, via direct marketing, it can NEVER be about PT.

It has to be about them – and there internal problems and fears.

Once they start the relationship by wanting some help for an internal problem – such as avoiding surgery – never stop talking about it until the problem is fixed…

It’ll be PT that’ll fix it but that’s what they need to know at the beginning…

Take your car to the garage today – they won’t tell you what machines they’re using to fix your brakes and nor do you care…

All you want to know is that your car stops 3 feet from the one in front as it breaks sharply.

(Your patients are no different).

Anyhow…

I gotta’ dash…

Came out without my suncream and I think this “half-Irish” skin of mine might need to get out of the hot Florida sun, before it turns red.

Sincerely,

Paul Gough

P.S Did you see my Wedding Video from Las Vegas???

Click here to watch it – and subscribe to my channel when you are there…
it’s where all of my best videos get released first…

===

For more PT Business Education Material:

Click here to subscribe to my email list and I’ll send you more Physical Therapy Business Education >>>

Are You Living Life One Way… Building Your PT Business Another??

by Paul Gough · 28th October 2016

Can you guess where I am??

“Another airport”!

(Phoenix Skyharbour, travelling back to San Diego to see Harry and Tobias!)

Drinking a nice cold “IPA”?…

You bet!!

And, I’m thinking about the past “28” hours that I’ve spent in this cool (but hot) city…

I spent last night with a dozen or so of the top PTs who are in my wider community…

…I had breakfast with 3 more…

…then I spent the day at one of the most forward thinking PT clinics in the entire “US”.

The owner?

“Scott Gilbert”… (Canyon PT)

I’ve been working with Scott since early 2015…

…and in that time he’s embraced the change that has hit the US PT profession – and he is a true success story.

Scott has flipped his clinic from one that was 80% reliant upon referrals from doctors…

…to one that is now 80% IN CONTROL OF referrals coming to him from places like newspaper ads, Facebook, email and social media – his website – and even direct mail to people in the community he serves.

Basically, doing all of the things that most people are happy to have done to them – but not prepared to make work FOR THEM.

(Big difference).

And it’s a topic that I seem to continue to speak about on this Tour…

Too many business owners are being held back from the success they could be enjoying, simply because they are determined to live their life one way….

…then run their business another.

For example:

It wasn’t long ago that I spoke at a conference in Orlando and asked the entire audience “who thinks email marketing is a waste of time?”…

Almost everyone in the room raised their hand.

I then asked everyone in the room to keep their hand RAISED if they bought a ticket for the event via an EMAIL.

Can you guess how many hands dropped??

(None).

So the interesting thing to understand is this:

As you read this…

As you play around on “Facebook” after the kids have gone to bed…

As you use your iPhone to ask Google questions for solutions to problems…

Or,

As you research blogs looking for credible information to advance the decisions you need to make…

Ask yourself this:

If a patient in your town, who was suffering with lower back pain was doing the same thing, would they find YOU???

If the answer is “no”…

…my question is “why not?”

If you are using all of those things to solve problems in your life…

…who told you that your prospective patients are NOT doing the same thing if they’ve got pain??…

There’s a reason that the “1%” exist…

…and it’s not because they’re born into money or land (like 200 years ago)…

…it’s because they’re doing something radically and completely different from everyone else.

And in our case, that difference is no difference at all from what you are likely doing right now.

Business success is THAT simple.

Anyhow…

I think I can hear my flight calling me…

…it’s with SouthWest…

…best dash to make sure I don’t get left with nothing but a middle seat to choose from! 😉

Sincerely,

Paul Gough

P.S Some pics and selfies from the last stop of the WEST COAST Tour:

That’s me with top PT’s Andrew Vertson, Amy Brannagan, Matt Damaggio, Nick and Jessica Hunter, Judy Curillo, Lois Wolf, Scott Gilbert, Adrienne Yamamoto , Cassidee Ranger, Eric Bloom and Infusionsoft superstar Jeremiah Sarket…

That’s me with “Scott Gilbert” and his amazing Marketing assistant Heather…

That’s me with top PT Sean Flannagan at breakfast…

For all of the Impact Tour dates click here!

See you in a city near you soon 😉

===

For more PT Business Education Material:

Click here to subscribe to my email list and I’ll send you more Physical Therapy Business Education >>>

Accelerator Method – 24/7 Inquiries From Your Clinic Website (Part 5)

by Paul Gough · 27th October 2016

https://www.youtube.com/watch?v=hmP49BogFAQ

Week 5 of Accelerator is here, and this week we talk about how to acquire new patients using your website by following the Accelerator Method.

But before we begin… if you’re only just joining us on this 6 part highlights series, you can catch up on the previous ones here:

Week 1 – Picking Your Perfect Patient
Week 2 – Proving Value Upfront
Week 3 – Attracting Patients Offline
Week 4 – Getting Potential Patients Online

In week 5 I taught my group of amazing PT Business Owners how to effectively use their website to win more of the massive pocket of people currently being overlooked for PT by most clinic owners when they’re marketing their services.

Most people have no clue what we do as Physical Therapists, or if a PT can even help them with the problem they’ve got…

And many people are just simply too “skeptical”, lack motivation, or remain confused about the benefits of what a PT even does.

So when you take that into consideration, it makes sense to STOP communicating with people about Physical Therapy… And start talking to them about their CURRENT problems, and show them how you can be the solution to overcome those problems.

And we can most definitely do that on our website.

So, with that said here’s 10 of the biggest takeaways from week 5 of Accelerator that I share with my students, so they can help people make better decisions and stand out from the other clinics in their town, online…

Key Takeaways

1. Your Website IS Your Business

It’s amazing just how “neglectful” of their website many business owners are – in any industry, not just PT!

Most won’t, or don’t want to accept it, BUT, your website IS your business.

With over three billion internet users worldwide (and with that number of users growing by as much as 10% each year)… if you don’t have a good website that compels people to become paying patients, and multiple streams of getting prospects to land on your website…

…Then you’re missing out on a great opportunity to generate more revenue and profit for your PT clinic, as well as the golden area of opportunity to serve the 93% of people who are going to a doctor in pain, and still NOT leaving with a referral for PT.

Why is this?…

2. Your Clinic’s Website Is The Profit Center To Your Business

Basically everything online is changing and just like the iPhone, the internet is rapidly evolving too.

Your clinic’s website now, is the profit center to your business.

Once upon a time a website was just a sideline. It was something as a business owner you quickly set-up without much thought because people said you needed one.

And you probably had a lot of people tell you that if your practice has a website that looks nice, is dressed with lots of fancy buttons and pretty pictures, then people would be calling your clinic and simply come to you…

That’s not the case.

Essentially your website, and the online presence that you have, is the defining presence of your business. Having an online presence where people can effortlessly find you – is now critical to you serving more people.

3. All Roads Lead Back To Websites

Just think about the process you go through before you make a decision about purchasing something, or handing your money over for a service…

9 out of 10 purchase decisions lead back to a website.

If you see something in a newspaper – you check it out online.

See something on Facebook – you check out the website.

Want to buy something – you go to google and browse websites online before you purchase.

Your patients are exactly the same – people make the same purchase decisions on a Physical Therapy Website as they do on any other industry website – and it’s done more successfully by providing as much information as possible to help the customer make a BETTER more informed decision.

So if you’re not online, or your website isn’t geared towards helping people make better decisions – you’re losing out on a lot of valuable inquiries.

4. Your Website Is Key To Business Success

What a lot of people don’t get, is that if their website isn’t set up properly, it can be the one thing that’s stopping you from making BIG money.

The majority of clinic owners believe that the purpose of their website is to sell something – that people will find you online, and simply book appointments right away.

And some people do… But the reality is, not many will.

Take this for example…

Did you know that less than 6% of all commerce is actually done online?…

And that a huge 85% of people who visit your website will leave and NEVER take any action?…

Think about that for a moment, just how much money could your clinic’s website be losing you?… Thousands, upon thousands of dollars??

And with less and less people being referred by a Doctor, and re-imbursement fees being slashed, you definitely can’t afford to let this happen.

5. The Purpose Of Websites Has Evolved

…They’re no longer just for selling, or getting people to book appointments.

Your PT website is there for people to make inquiries, to build trust and relationships, to establish authority and expert status.

6. Websites Are No Good Just Looking ‘Pretty’

Most PT websites are built to communicate with people actively looking for a PT clinic…

…you now know that there’s NOT that many, and that explains why so many business owners are so frustrated by the performance of their sites.

And given that there’s Physical Therapy clinics aplenty in your small town…

…the chances of being successful just because you have a nice looking “me-too” style website all about you and your PT – is slim.

Does that mean that having a website is a waste of time?

Far from it…

It just means we have to design your website slightly different…

7. You Need A CLEAR Message

Most websites start with something ego-centric with a message that’s all about them, and how great PT is…

And of course you and I know that PT is what a lot of people need, but when most of the world have no idea what we do, it’s vital that your website has to have a clear message about what you can do FOR THEM.

An example of what mine is for the Paul Gough Physio Rooms?

Which brings me onto this…

8. Know How Your Patients Use Google

Think about someone with chronic low back pain right now…

How do they use “Google” to solve their problem?

We know that most people are NOT searching for PT.

So what are they searching for?

INFORMATION – in the form of ADVICE – on WHY their back pain is happening…

…and THEN what they can do about it.

So, how about we design websites to reflect what consumers are actually DOING and LOOKING for?

(Rather than creating a site which is only about our services?)

9. The BIG Mistake A Lot Of PT’s Make…

…With their website is this – they use a “done for you” style company to design their website, who are WRONGLY assuming that anyone with low back, or knee pain etc, is thinking about choosing a PT.

(And it’s not their fault!)

But nothing could be further from the truth.

Google is a QUESTION engine – meaning most people who use it, do so to get ANSWERS to problems.

I know for sure there’s 100X more people in your town today typing “back pain advice”…

…than typing “good physical therapist” into their iPhone. .

So, one of the easiest ways to boost response from your website is to design it in such a way that you’re the one able to answer their questions.

10. A Great Tactic To BOOST Website Response

One of the biggest mistakes of any PT site is to ask people to “Book An Appointment” or “Schedule Now”.

You might get one or two people who are ready to “book now”…

…but you’re NEGLECTING to consider the HUGE amount who aren’t.

Asking me to “book now” is like asking me to get married when we’re on our first date.

You wouldn’t do it.

Better to ask people to MAKE AN INQUIRY which is much less of a commitment, and easier for them to do…

This “Book Now” issue explains in a “New York minute” why so many owners look at their website, see that 400 people have been on the site, and yet only 3 people booked.

It’s less than a 1% response rate – which is TYPICAL FOR MOST SITES…

…And yet on my site, the “Paul Gough Physio Rooms”, we get anything from a 15-20% RESPONSE/CONVERSION rate.

Why? Simply because on my site, we let people take “baby steps”…

To sum it up: Remember, success in business is simply about working out how humans interact in every day life – then re-creating that, inside of our business.

When it comes to marketing – contact details is the new currency you should be thinking about.

Not “how many referrals did I get today…”

It’s “how many INQUIRIES did we get today, that we can begin relationships with”.

It’s just a matter of earning their trust – which takes a little time, but once you do have their TRUST, you inherit a very valuable patient that is likely to stay with you for life.

See you here next week, for Module 6 where we’ll cover how to leverage everything we’ve covered so far to raise your prices above the $160 mark, and achieve “price freedom”.

===

If you’d like to get notified of when this class next becomes available – please click here and we’ll be sure to add you to the early priority list, next time.

OR If you’re brand new to my PT Business Education Material:

Click here to subscribe to my email list and I’ll send you more Physical Therapy Business Education >>>

Why So Many PT Patients Leave Bad Reviews – Even If You Fix Their Pain!

by Paul Gough · 25th October 2016

True Story:

So there I was in a queue for a cab on Friday night after watching the “Britney Spears” concert at Planet Hollywood, Las Vegas…

(She was awesome BTW!)

In front of me in the line, were two girls – both in their early 20’s – both having been to the gig and both staring at a photo of one of them with Britney.

I politely asked:

“Is that real?”

The girl in the photo replied:

“Yes – I got it taken before the show”.

Me:

“How much did it cost?”

Britney Fan:

“$1500”.

Me:

“WOW!…Was it worth it?”

Britney Fan:

“Well, I’m a huge Britney fan – she’s like my idol, and I always wanted to meet her and the photo turned out really well…”

Me:

“So, was it worth it?”

Britney Fan:

“Wellllllllllll…… the thing is……
I was a little disappointed.

I paid all the that money to have a picture with her and she didn’t even take the time to ask my name or answer any of my questions”…

Britney Fan:

“OUCH!!!!”

Way NOT to make an impression on your bill payers!

And it got me thinking…

In every profession, in every city, anywhere in the world, PEOPLE are motivated in the exact same way…

We THINK we want EXTERNAL stimulation (like pictures with celebrities)…

…and yet we judge how we feel about stuff, INTERNALLY.

This girl got her picture taken with Britney…

…but STILL left disappointed.

Logical?

Or course not.

Normal?

Yes.

People are very “predictably irrational”.

The lessons to be learned for PT’s from this?

There’s two:

1. This girl admitted to me that she didn’t really have the money to pay $1500 for a PHOTO – but she paid it any way.

How many patients will this week tell you they can’t afford you?

(And how will you respond?!)

2. The girl paid $1500 for a photo – she got the photo, and yet was disappointed…

In our world we THINK (or are led to believe) that it’s all about the OUTCOME – the relief from PAIN.

The problem is, they judge you on EMOTIONAL and INTERNAL factors…

Don’t believe me?

Take one look at the review sites and you’ll see that almost every review ever left – good or bad – is rarely about the thing that they were buying and is usually about how they were made to “feel”…

(You book a hotel room for a good nights sleep – why leave a bad review about how long it took to check in??)

So the question is, how do you take what I learned from Britney and apply it to make yourself more successful??

Easy…

You start solving the INTERNAL problem FIRST.

How to do that?

In your Marketing of course.

Acknowledging that you UNDERSTAND that THEY don’t want to live on pills or risk losing their independence is a good place to start if your client is in his or her 50’s – and suffering with low-back pain…

If your client is a CrossFit athlete…

…put it out that you UNDERSTAND the pain and frustration that comes with being told to rest from the gym – and promise to find a solution that lets them keep active while you fix the shoulder pain…

It’s subtle marketing messages like this that checks the box for your patients and has them thinking “this guy or gal seems to get me… I think I’ll give them a try…”

It’s that easy.

After that, it’s up to you to put your great PT skills to great use.

Want some help to get your Marketing up to speed?

Sincerely,

Paul Gough

P.S The latest “PT Business School Podcast” – EP10 – is available for download and it’s all about “healthcare consumerism”…

Basically, about how things that are happening to your patients OUTSIDE of the healthcare profession (like the Britney story) are influencing the way that patients view their healthcare providers – and how they choose them.

It’s REALLY important for you to hear early….

Download the Episode here.

Or, go here if you like to listen to it on iTunes!

P.P.S Some photos from the Las Vegas “Meet Up” as the Impact Tour continues:

That’s me and the team with Top PT “RJ WiIliams” after speaking with his staff at “Fyzical Therapy and Balance Centres” in Las Vegas…

And that’s me, Amy and Rachel (two of my marketing team) with RJ who took us out for dinner VIA the famous “Las Vegas” sign at the beginning of the strip…

(I LOVE to mix business with pleasure 😉

Full Tour dates are here.

===

For more PT Business Education like this:

– Click here to subscribe to my email list and I’ll send you more Physical Therapy Business Education >>>

Why I Took The Longest Route To Get To Las Vegas On The Impact Tour

by Paul Gough · 24th October 2016

As I wrote this to you I was getting ready to set off on my trip to Las Vegas…

…or, “Lost Wages” as SouthWest like to call it! 😉

But here’s the thing:

I’ve decided not to fly the one hour 5 minute flight and instead, rent a car from Dollar.

Why?

Well, it was a Wednesday – and every Wednesday we “staff train”…

So I thought I’d use the time wisely (en-route to the APTA P.P.S Conference) to work with my staff.

See, I’ve flown two of them over from the UK to attend this event with me…

And, I know we can spend the “5” hours together in the car more wisely than jumping from an Uber to a line, into another line, waiting around a departure lounge – hoping that the flight takes off on time – and then getting back into another Uber when we land at McLaren airport…

Staff training is important.

On my list of the top “3” things that have helped the Paul Gough Physio Rooms to become so successful would be the time we have dedicated to investing in my company culture and excellence.

To be precise – 3 hours every week.

3 hours of relentlessly pursuing growth and learning so that my staff are never falling behind…

…because every week your staff don’t, they do! (Fall behind.)

Now when I tell people just how much time we put aside to train staff, many “GASP” with disbelief that I would do such a thing and ask how it’s even possible (profitable) to do so.

My answer?

“It’s NOT possible to NOT do it
and still expect to be successful”.

One thing I’ve learned about running my own business – and now helping others all over the world – is that once you get to a certain level in business, as much money is lost by your staff as it is actually made.

Not “lost” as in someone forgot to call a new referral…

…but the significant difference between what the patient MIGHT have given you VS what they actually did give you.

See, it’s the little things that make the difference…

Like telling a patient that “you take patients with Anthem Blue Cross – but you don’t directly bill Anthem Blue Cross” that keeps them on the phone long enough to show them the benefits of your service…

(If you’re Out Of Network)…

OR,

Asking “3” of the right questions, in the right order, BEFORE a patient agrees to become a patient that completely changes the way they feel about you, meaning they’re happy to comply and spend more with you.

OR,

Having a therapist trained to take the time to actually find out why the patient is REALLY there in the first place – and not lazily assume that it’s “just” to ease low-back pain.

Tip: they are rarely ever there to just “ease back pain”… it’s always something much deeper than that and most PT’s who experience push back at their Eval’ simply haven’t addressed it.

Of course…

Those same PT’s will have you believe that “the patient just didn’t want to pay”…

(Really???)

And so it goes on…

The more training that we do, the more successful we get.

Just a thought…

But as 1000’s of PT’s head to the APTA conference today I’m 100% certain that the conversations in and around the event will be about how difficult the situation is for PT’s right now…

…and how “something needs to be done, by someone”…

Maybe that something is to spend more time on learning how to help people to make better decisions about their health – and using time wisely to set your self apart from everyone else??

Just another thought.

Sincerely,

Paul Gough

P.S Here’s a picture of two of my amazing staff – Amy and Rachel – just after landing in San Diego on Saturday night:

Needless to say they are loving being part of the IMPACT TOUR and are excited to meet up with many of the successful PT Business Owners we have helped over the last year or two…

The full IMPACT TOUR dates are here – and it’s not long before I make my way to the EAST COAST.

P.P.S Did you see last weeks Paul Gough Physio Rooms show?

– Click here to Watch Episode 31 of the Show!

This one is LIVE from LA and is helpful for anyone who wants to grow and scale a CASH based practice.

Watch then Subscribe.

What I Say When I’m Asked About Trump And Hillary…

by Paul Gough · 14th October 2016

In the last 5 days I’ve traveled from “San Diego” to “LA” via train…

…flew to “Seattle” and hopped over to “Spokane” – and as I write this to you I’m again sat in the airport of the Emerald City, about to jet back to San Diego to see my two little boys! 😉

(It’s been an IMPACTFUL fews days).

My exact location is a Chillis’ restaurant (Gate D4), I’ve got a cold draft, 16oz IPA in my eye line staring back at me waiting to be sipped, and I’m watching “CNN” on one screen – and something that looks like Football (but not as I know it) on the other TV screen.

And it’s what (or WHO) is on TV, that I want to write about today.

What is it??

The Race for the White House, of course…

It’s dominating the conversations of everywhere I am and whenever I’m quizzed on it by the endless Uber Drivers that I’ve shared a ride with lately – I give my ten cents worth on it.

Not that my opinion really matters – but everyone asks me…

“You Brits must think we are crazy
with what’s going on with Donald
and Hillary…?”

My reply?

“I think it’s perfectly normal”

(Gasp!)

Why?

Well, because we live in the most emotional of times…

And for the first time ever, what’s really going on is one of the candidates has entered the race as a “professional marketer”…

(Has been Marketing for Attention for years).

Saying emotional things…

Connecting with emotional human beings…

And when you say emotional things to emotional human beings, guess what happens?

They make decisions – and take action.

(Maybe not the action you agree with – but they take action).

The point?

And the lesson to be learned for PT’s?

Every time you run an ad that says:

“I’m a PT, here’s my website, here’s my number – give me a call if you are in pain…”

You’re running a LOGICAL ad.

In theory, it SHOULD work.

The word “pain”, should be emotional enough to make them (your patients) move and pick up the phone.

(But it doesn’t).

External pain is NOT enough for most people – like 97% – living with the types of things we can help with to take action.

So what does (motivate them)?

Well, how about something like:

“When you have low-back pain –
and you live on pills –
you really don’t have much
quality of life…”

Impressed?

(My patients often are too).

Because words like that, put in the right order and down on paper, IS what’ll hit an internal cord.

And when that INTERNAL PAIN gets spoken to – that’s when you are really in the RACE to get duly elected as the go-to PT in your small town…

It’s not rocket science…

It’s just having the ability to side-step everything that anyone’s ever told you about “how to market your service”…

…and get on the campaign bus that bangs the drum of the thing that you REALLY do to help people.

(Which is NOT, to end pain).

Anyhoo…

It’s much easier than you think- and there’s no “super-pac” needed to endorse your campaign.

For more PT Business Education like this:

– Click here to subscribe to my email list and I’ll send you more Physical Therapy Business Education >>>

Sincerely,

Paul Gough

P.S The IMPACT TOUR is now in day 24/63…

Here’s some pics of the Top PT’s (and Chiropractors) I met in Seattle:

(…w/Chris Johnson, Ryan DeBell, Andrea Grunberger Moore, Adam Schetselaar, Michael Li, Pierre-Yves Butheau…)

– The full Impact Tour dates and venues are here – and due to the popularity of the Tour, we maybe adding more soon…

3 Big Questions To Consider When Trying To Grow And Scale A Cash Based PT Clinic

by Paul Gough · 10th October 2016

Greetings from “LA”,

It’s “Day 19” of my Impact Tour and I’m excited to do another “meet up” tonight, right next to LAX.

Over the last 19 days I’ve been up and down the West Coast talking to a lot of PT’s – and a lot of the same business growth challenges are popping up…

Take this one for example:

===

“Paul, we’re having some issues with choosing our perfect patient. Do you base this decision on:

1. Your personal preference?

2. Who is your most profitable?

3. The location you are in (the demographic that is in your area)?

– Carlo Sayo, Chino Hills, Orange County, Ca.

===

What’s the answer?

“The one that will let you grow
and scale your clinic the easiest
and fastest way possible”.

One of the reasons I’ve been able to scale a CASH-PAY clinic (to 4 locations) is because I choose to market to a pocket of people who:

a). Need what I do

b). Are happy to pay for what I do

c). Are easy to find with my marketing (this is HUGE)

(Ladies in their 50’s and 60’s).

I see so many PT’s who WANT to market to a pocket of people that they have a self-interest in…

…but who may not always be the easiest to get in front of – or want to pay out of pocket.

The question you always have to ask is “are there enough of them who are motivated enough to want to PAY FOR PT at $150 a pop”?

Things like “will they find cheaper alternatives” or “would they be easy to locate with your marketing”…

…all have to be carefully considered!

If not, you end up with a clinic that you might be happy treating the people that you do see – but there might not be that many of them to live the lifestyle or make the impact you want.

Make sense?

Remember…

Everything that I teach is about marketing to the PUBLIC.

(Direct marketing to consumers).

The profession is currently at a “cross-roads” – and so many PT’s are stuck simply because they are looking at how the profession WAS BUILT in the past…

Which was, of course, relying upon referrals from doctors who didn’t ever consider a “perfect patient” for each clinic, as they wrote the script.

With direct access marketing the only way you can win is if you use your marketing to become EVERYTHING – the only logical choice – for a highly specific pocket of people.

If you do that – you’ll find you’re competing in a league of one.

You’ll be able to set your own fees and because they’ll be HOPING that you’ll take them on – rarely, if ever, will you get push-back from any patients about the treatment plans you prescribe…

(That’s how it’s played out for me, anyways!)

Some food for thought?

Last thing:

The answer to how you get to where you need to go WILL NOT be found in where we have come from….

The game has changed…

…and it’s now easier than ever to be successful – IF you follow the right path.

Sincerely,

Paul Gough

P.S Here’s some pics from the Impact Tour’s trip to meet with No.1 Silicon Valley PT, Kim Gladfelter and her team:

And:

unnamed-1 I spent a full day talking with “Kim” and her team about the new way that we are seeing patients make decisions about their health care – and how they choose a PT…

…and, showing “Kim” specific strategies to help the upcoming transition “Out Of Network” she’s about to make, a stunning success.

(Full dates and locations are here.)

===

For more PT Business Education like this:

– Click here to subscribe to my email list and I’ll send you more Physical Therapy Business Education >>>

MORE RESOURCES ON THIS TOPIC:

MORE RESOURCES ON THIS TOPIC:

MORE RESOURCES ON THIS TOPIC:

MORE RESOURCES ON THIS TOPIC:

MORE RESOURCES ON THIS TOPIC:

MORE RESOURCES ON THIS TOPIC:

Key Takeaways

#1 The Number 1 Thing That Allows You To Charge Higher Prices…

#2 Patients Really CAN Afford Your Fees

#3 Selling Is An Exchange Of Value

#4 The Myth About Higher Prices

#5 Remove The ‘Professional Ego’

#6 The Wrong Way To Set Prices

#7 The Best Person To Decide What You Charge

#8 Don’t Become A ‘Commodity’

#9 Change The Name Of Your Services

#10 Offer Something Else!

Key Takeaways

1. Your Website IS Your Business

2. Your Clinic’s Website Is The Profit Center To Your Business

3. All Roads Lead Back To Websites

4. Your Website Is Key To Business Success

5. The Purpose Of Websites Has Evolved

6. Websites Are No Good Just Looking ‘Pretty’

7. You Need A CLEAR Message

8. Know How Your Patients Use Google

9. The BIG Mistake A Lot Of PT’s Make…

10. A Great Tactic To BOOST Website Response

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

Subscribe To Our Social Media Channels

What Other Physical Therapy Clinic Owners Are Saying