On this Physical Therapy Academy Tutorial we show you how to make your website the most profitable PT website on the entire internet, and why it’s key to magnifying your income.

In this modern age, it’s a common problem amongst all business owners (no matter what industry they’re in)…

When I speak to most PTs, a lot of them tell me that they have problems with patient compliance, no show rates and patients dropping out after having 6 sessions when they were really booked in for 8…

And when they show me their website, it becomes clear why this happens…

What most people don’t get, is that their clinic’s website plays a KEY role to business success, and can be the one thing that’s stopping you from making BIG money if it’s not set up properly.

In fact your website could even be cutting your enquiries up to 50%!

Let me tell you why…

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 doctor referrals decreasing, and re-imbursement fees being slashed, you definitely can’t afford to let this happen.

The truth is, the purpose of your website has evolved.

Your PT website is there for people to make ENQUIRIES, not just to make a sale and book an appointment.

BIG DIFFERENCE.

Your  website is the fundamental pivotal point in your business, and if it’s not designed and set-up in a way to give you expert status for being the go-to Physical Therapist in your small town, you’re  likely to be losing out on large sums of money.

But the thing is, just by making a few small changes to your website, you can solve this problem, and turn it into a 24/7 profit generator.

And it’s easy.

When I figured out how to turn my clinic’s website for Paul Gough Physio Rooms into a lead generation and relationship building machine, I became FLOODED with leads, new patients and more money in the bank.

Your website is critical to maximizng turnover, and surviving in 2016.

Get this right in time for when your doors open in January, and you’ll be ecstatic with the results.

You can discover how to do that here:

– 7 non-tech ways to get more cash clients >

I’ll show you specifically what you can do to master your website and online presence to achieve immediate results and create the success that you deserve.

You didn’t go to PT school to have an ‘okay’ business – so why settle for a website that could be halving your enquiries??

Click the link to compel more patients to enquire about you online and to walk through your clinic doors:

– 7 non-tech ways to get more cash clients >

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If you think you’ve got the TIME to be successful and want to start bringing in MORE results for you clinic…

Just click here to get regular tips sent directly to your inbox to turn your  PT clinic a sales and marketing machine:

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On this Physical Therapy Academy Tutorial we show you exactly why it’s critical to tackle the most common patient objection of paying the ‘$40 COPAY’, to stop it from losing YOU thousands of dollars.

You’ve probably heard this objection countless times before…

When you tell new potential patients how much copay Physical Therapy is going to cost them, they’ll come out with objections like this…

“It just costs too much money.”

OR the exact words I heard a lady say the other week when I visited one of my clients, Dean from Volk PT…

“I don’t think I’m going to be able to afford that every time I come in to see you.”

And even though your prospects say these things, the truth is that the cost of copay ISN’T the actual issue…

And because most PT’s think it is – they’re losing out on making big money without even realising it!

Seriously, failing to handle a ‘price objection’ is costing you thousands of dollars.

More often than not price ISN’T a legitimate concern – the customer may simply be price resisting, and NOT price objecting.

People ARE actually happy to spend their money when they see there’s more VALUE in using your Physical Therapy services.

And as soon as you understand this and challenge it, you won’t lose a patient to a price objection ever again.

Here’s an example of exactly what happened when I visited my coaching client Dean’s clinic last week…

(What I showed Dean made him $500 richer in an instant)

Overcoming The “It Costs Too Much” Objection

A lady walked in enquiring about PT…

She was told that she had to pay a $40 copay each time she visited.

Straight away I could see this lady wasn’t happy, and if the price objection wasn’t tackled right then and there, she would have walked out of the clinic for good – meaning hundreds of dollars lost, just like that.

So I pulled Dean’s Therapist Mary aside, and gave her the exact words to say…

The lady that had just walked in thought that she was being hard done by having to pay $40 on each visit…

So how did we change this lady’s mind so that she would convert into a new patient right away?

We re-framed everything.

Mary acknowledged that the $40 copay was an issue for this client – building empathy and creating a relationship.

BUT even BETTER, Mary told this lady that other people who come to the clinc pay a $70 copay each time!

So immediately the initial assumption that she was getting a ‘bad deal’, turned around into thinking ‘wow, maybe $40 isn’t so bad after all!’

After Mary used the exact words I gave her, the prospect was sold on Volk PT, then and there she accepted to give Volk PT $500 in exachange for less back pain.

It’s a “true-sales” technique that will overcome these types of obstacles everytime – increasing your PT clinc profits through the roof.

When you understand that the PRICE is no longer an issue – the struggle of converting new leads into patients will be a thing of the past.

If you want to be shown how to overcome these kinds of objections too, I show you here:

It’s a Marketing and Sales Mastery Program that shows you how to aquire more NP’s by overcoming the 16 most common objections that stop people from coming to see a Physical Therapist.

Take a look when you click this link:

NP OVERLOAD – The Short Cut To Attracting More Enquiries And More Patients For Your PT Practice! >

I’ll walk you through the exact words to say that will convert your leads into paying clients, and make them say ‘yes!’

Take a look:

NP OVERLOAD – The Short Cut To Attracting More Enquiries And More Patients For Your PT Practice! >

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On this PT Profit Academy Tutorial we show you how to CONVERT more new patients currently looking on your clinics website, and at the same time, keep “top of mind” with your past patients meaning more referrals coming in – all thanks to this new, low cost way of using the internet.

It’s a common problem amongst all business owners…

No matter how much money they spend on their websites… things just don’t seem to work out the way they should. Your not getting any extra conversions from your website despite that new button, that new picture or the change you made to the headline or video.

Here’s the stats:

85% of people who visit any website leave and NEVER take any action.

We’d all like to think that every single person that comes into contact with our PT business online, will follow a very straight and orderly path to booking an appointment, and paying for our services having read about them on there.

But in reality, the patient’s journey to your treatment room, isn’t as straight forward as that.

The reality is, 99% of people will visit your website… and then leave, failing to take the next step – getting in touch with you and booking an appointment, and you’ve lost them forever.

But what if I told you there was a way to solve this problem?

To stay in touch with the people who visit your website who don’t get in touch?

It might be that they got distracted, they thought they’d think it over a little longer or even go to check out the competition.

All very common problems that add up to one thing – no money being exchanged for your great PT services.

Introducing “Re-Marketing”

Along side, Google PPC, Email Marketing and Inbound Marketing… one of the biggest game-changers for my own physical therapy clinic profits, is Re-Marketing.

(Here’s my clinics website: www.paulgoughphysio.com)

How it works?

Well, you may be familiar with feeling like a company is following you around everywhere you go on the internet, since you were on their site a day or so ago.

You skip from Facebook, to CNN, the NY Times, to your favourite online shopping website, and everywhere you look, you see a banner advert for that same company.

Seems pretty impressive right?

And you might have wondered how they do this…

That’s “Remarketing” and it’s also very simple to use for small businesses – it makes us look huge when patients see us on websites like the Huffington post or CNN – which is just one of the reasons it gives you so much chance of success with acquiring leads and converting them into new patients.

Here’s an example of one of my own clinics Remarketing ads appearing on CNN’s website:

Essentially, with Remarketing you put a “pixel” on your website, so when someone visits your website, they are captured, and added to the audience that will see YOUR clinic’s ad.

From now on, they’ll see you everywhere they go.

This internet marketing tactic is extremely powerful, and will give people the impression that you are everywhere, regardless of the size of your PT business they’ll think you’re the biggest PT clinic in the whole of the USA.

And even if they don’t call you the first time after seeing your advert – eventually they do, as they will keep on seeing YOUR advert, and you’ll be at the “top of their mind”.

And it’s that being “top of mind”, that is critical to the success of any Marketing. If you’re at all interested in taking the leap into the very profitable world of Internet Marketing and boosting conversions from your website, you may wish to look at this:

It’s a program with 7 ways to boost NP’s at you clinic – and five of them are game changes for how you use the internet and make sales from your website.

Take a look when you click this link:

– 7 Low Tech Ways To Get More New Patients

You’ll also have instant access to some of the very biggest changes that I’ve made to my own website to make it more profitable.

Just click the link so discover more:

– 7 Low Tech Ways To Get more New Patients

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On this PT Profit Academy Tutorial, I talk to you about how “Lead Generation” Marketing can help you to increase your client base AND grow your relationship with local doctors, simultaneously.

How Lead Generation Marketing Works

Lead Generation Marketing works on the basis that you first ATTRACT prospects to your PT practice by offering something of value.

A free “tips” report works best. Something easy to consume with some ideas and advice on ways to ease their pain – it could be something about easing back pain, for example.

When the person looking in the newspaper, on Facebook, in the yellow pages or receiving your postcard (the Media) sees the “offer” (of the free report), they step up and take action because they feel assured it is going to help them to live with less back pain.

We call this getting the prospect to “raise their hand” and in the beginning, we’re NOT asking people to call to book an appointment.

No… only to show us that they have a problem – one that we can solve – and one that they are somewhat interested in getting a resolve for, sometime soon.

It allows you to grow a relationship with that person – nurturing that person closer to your treatment room and to becoming a paying patient.

And what it also allows you to do, is because you’re beginning a relationship with that person, you can leverage that relationship to begin another relationship — with their DOCTOR.

One, that if you haven’t been able to get to talk to or get referrals from in the past, might just give you the “in” you’re looking for.

It’s a process I discussed at length with a group of my coaching clients – each of who have PT practices from all across the U.S.

Here’s the question:

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“Paul… say you get a lead from the newspaper, and they require a referral from a doctor, what do you do then?…

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Simple. And unless your STATE is different from the rest of the U.S, you can do the first evaluation free – without a referral from a Dr.

Then it would be really easy from then on…

Obviously you’ll know who their insurance is – and the system that you have to follow through with that insurance company to comply – but even if they do need a referral from a medical doctor, that person will go to their doctor to get that referral – and ask to be seen by you.

You’d be making the job of the MD so much easier too. After all, we all know that they’re NOT overly qualified to be assessing things like low-back pain (…and most of them feel uncomfortable doing it).

And to ensure that happens, what you can do is give them a “referral form” to take to the doctor to ensure it comes back to you.

In essence, you are “reverse engineering” the process.

You’ll build the trust with the client.

Then you’ll have it rubber stamped by a doctor who confirms that they need some help in the form of PT.

I have client in Phoenix, if you go on his website – ** www.canyon-pt.com** – he has on there the referral forms that patients can print off and take to their doctor.

And what you should also do is this:

When the prospect calls and requests your free report, you post the free report out – and you include the referral forms as part of the “welcome” pack

You might say:

“In anticipation of you coming to see me at my PT practice, here’s the referral slip that you need to take to your doctor after the first free session we have together.”

And that’s all that you need to do.

And what’s more…

What my clients have really benefitted from most is this:

When they get the “leads” responding to their ads, after they nurtured a “trust” based relationship with that person, they are asking clients if he can go along with them to see the doctor.

So he’s using this “Lead Generation” strategy to build relationships with doctors as well.

And, if the prospect turns around and says to you:

“Hey my family Dr is Smith” (who you don’t know) – you might say (and this is the way you phrase it):

“Would you like me to come with you to speak to that Dr to ensure I know exactly what he wants me to do for you?”…

So if you’re looking for an ‘in’ with more local doctors, this system and type of advertising gets you “in” the door.

But remember the “Lead Generation” process is all about ‘trust’…

The reason that prospects didn’t pick up the phone or go to see a PT BEFORE they saw your advert is simply because of a lack of trust – and a lack of familiarity.

With Lead Generation you are building this trust, you’re earning it, you’re nurturing it, you’re getting friendly relationships with them and you’re helping them make better decisions about their health – the doctors will recognize that too – and it won’t take long for them to realise that you are completely different to all the other “send me a referral too” PT’s in your town, all competing for the same business!

Another way to ensure that you keep all these leads to your self, you could actually even send them a letter saying:

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Dear Doctor,

‘Mrs Smith is already under my care, I’ve got a relationship with her, I know her concerns and I’ve told her that the best thing to do next is to come and see you.

When you’ve looked her over, please refer her back to me so I begin her physical therapy.”

==

And that’s it.

You’re helping the doctor to get referrals, you’re getting referrals and the patient gets the care they need.

Implementing the Lead Generation system at your PT practice can help you to create your own independent supply of NP’s… and move you closer to doctors.

If you want some help to create that system for yourself, then the next thing to do, is to go here:

Here’s the step by step video program on how to do it:

It’s a program that I made to help small PT clinic owners to be able to easily implement their own “lead generating” system into their practices.

Go directly to take a look at this course, here:

– www.ptprofitacademy.com/new-patient-overload

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In this PT Profit Academy Tutorial we’re going to show you how to avoid the common mistake that sees many PT’s playing the equivalent of a game of “blind archery”, with their Marketing efforts.

And to do that, we’ll start with this question:

“I like to work with Weekend Warriors,
how do I target more of them?”

That was a question I was asked by a PT Owner (from MI) this week, during a Live training event.

We were mid-way through a Learning Module about “Identifying and targeting your ideal patient” with your Marketing.

The ability to identify your ideal patient is fundamental to ALL marketing activities and a pre-requisite for business growth and sustained success.

If you don’t know who he or she is, you’re not going to be able to find them. And if you’re running an advert without having a clear picture of that person in your head… it’s a lot like playing a game of blind archery – there’s very little chance of winning.

Now I know that in PT Land we know what a “weekend warrior” is… but here’s my question to you:

“Do THEY think of themselves as a Weekend Warrior?”

Do they realise that you’re talking directly to them if you mention “Weekend Warrior” in your marketing?

I suspect NOT.

And even if they do, the next question is this:

“Are enough of them motivated to, and happy enough to pay you their COPAY, that you’re able to make the handsome profit that  you want at the end of each month?

…Not to mention scale and grow your practice – and be able to do business on your terms… confidently and authoritatively being able to prescribe treatment plans, and even charging higher prices??”

All of the latter being a LOT easier, when you know you have a constant supply of your ideal patients ASKING to do business with you.

My FEAR for PT’s who say they like to work with “Weekend Warriors” is that I don’t know if enough “Weekend Warriors” actually know who they are.

And therefore, are likely to completely ignore the message in your ad – even if it’s good!

To be more successful with your ads… think about what words you have to say that will resonate with THEM, as they see THEMSELVES.

See, it is THEIR perception, NOT ours, that counts.

Our perception of them is a “Weekend Warrior”.

I know a few equivalents of a “Weekend Warrior”, but if I said it to them, they would not have a clue of what a “Weekend Warrior” actually is – and what I was going on about…

So, you need to be more specific.

Something like this:

“Are you a regular at triathlon events?”

“Are you currently frustrated by your lack of ability to get past the 12 mile stage in your run, because your lower-back gets tight or stiff?”

“Are you a golfer who can’t make it past the 13th hole without needing to hop in a buggy, because of dull knee pain, or a constant knee ache?”

You’re still talking to this GROUP… but probably with something more personal to them… that they can associate with, and understand that it’s them you are talking to.

And that brings us to another point of this PT Profit Academy Tutorial…

Here’s another question I received during the same Live training event:

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“Paul… Is your ideal patient real? Or are they fictitious? Are they crafted around your favourite activities and what you like to treat?

Or, are they centred around real people’s interests?”

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My ideal patient is real.

In fact I have a video of her, I’ve written a blog post on her as well so I could share it with my staff, and what I did was I compared and contrasted her against the polar opposite – somebody I don’t want to work with – you can get an idea for yourself by checking out that blog post here.

But if you’re choosing your ideal patient purely based on your interests and your skills, you might be limiting yourself.

A real life example:

I worked in professional soccer for 5 years … I was the head PT at two major soccer clubs in the UK. I love soccer. Played it all my life and watched my local team since I was a young boy every Saturday.

When I left professional soccer to start my own PT practice… everyone assumed I would set up a practice to help people with sports injuries, as that was my thing…

And I would have done “ok”…

But not as well as I am today running 4 practices and helping more than 2000 patients per month across my company “The Paul Gough Physio Rooms”.

See, local Sunday morning soccer players (“weekend warriors”), are NOT likely to be motivated enough to pay me the equivalent of $1000 to get back to playing their sport.

It was an obvious decision to make that if I wanted a better PT practice, I wouldn’t get it with an ideal patient who wanted to get fit to play soccer next weekend.

Golfers?

Yes. They have a proven buyer behaviour of investing a LOT of money into course fees ($2000+) and golf clubs…

Cyclists?

Yes… they have likely bought a bike worth $10,000 +… and so if they have a bad back and can’t ride that bike, it irritates them that they can’t get on that expensive bike, therefore they have a higher motivation to come and see me, than just ending back pain.

A previous PROVEN history of spending money on themselves is something I look for as I choose my target patient. I do not want to be the one that has to kick-start that buyer behaviour.

So my answer to the question…

Yes, you can possibly get better outcomes for those patients if it’s your interests your working with… and I like that… but where I don’t think it works, is if it’s all about you and your interests – there might not be enough people out there who have problems associated with your interests and specific skills.

My advice if you want to make more money and grow your practice more quickly?…

Switch your target audience to people aged 50+, people who VALUE their health too much to risk losing it… THEN fit your skills and choose your Con Ed. courses to be able to better serve that person.

That’s stark contrast to a lot of PT’s who will say “I’ve got all of these great skills, I’ve been on all of these great courses that interest THEM, then they try to find somebody to match those too – which is actually the wrong way to build a business.

I’m not saying it’s right or wrong in wether it satisfies or gives you what you want out of your life… but ultimately, if you’re asking me a flat out business growth question, any successful business starts with the “WHO” – and everything else comes after that.

You start with the WHO you want to sell to, and then you find the product.

The business that can’t get off the ground has a great product, it’s unique, brand new, completely different and the owner of the product can’t wait to Market product… but the problem is he doesn’t know who is going to buy it… he didn’t identify his “who”… therefore his marketing fails – and he thinks no-body wants his great new product.

That’s a familiar story in PT Land…

I was once at a Mastermind Event with “Damon John” (from Shark Tank) – and his whole concept is that as long as he has an audience – a “WHO” – he can sell anything to them.

When his clothing company that he built up in the 90’s went out of fashion, it didn’t affect him. People stopped buying HIS brand, but his profits never dropped because he had a huge list of people with the same interests and buying habits.

All he did was he went out and found a new clothing range to sell to that exact same buyer. He separated the emotional aspect of no one wanting HIS designs, and was more profitable because of it.

And that’s one of the mistakes that I think most PT’s make – we get so attached to the one thing that we love, but it’s not necessarily what the patient and the audience who have the revenue to keep us in business, and to grow businesses successfully, actually want to pay for.

It’s up to you wether you want to pursue your interests, or wether you want to try and find an audience that you can help – that have a track record of spending money on their health… and in exchange for your great health care service, they’ll part with their COPAY, or an excess of cash…

…And then you go and study and go on courses specifically to serve that group of people.

I’ll finish todays tutorial by saying that at the Paul Gough Physio Rooms, any course that my PT’s want me to pay for, I will only pay for that course if it’s in line with being able to treat our ideal patient (Mary!).

If the course isn’t geared up to being in line with helping the typical problems that Mary presents at my practice, I’m not going to invest in the course because it isn’t taking my practice in the direction that I want it to go in – that being better able to help people in their 50’s + who want to keep active and mobile, and live free from pills or bothering the doctor!

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Let me tell you a true story.

About how PROFITABLE your clinic will become if you connect highly specific solutions to emotionally charged clients and prospect.

An example:

Just yesterday my clinic received an “online” enquiry (i.e via a form on my website) from a “prospective” patient with back pain.

Anyhow…

She was also making enquires at all the other clinics in town and basically, well, price shopping.

Here’s what she wrote back to us just 30 minutes after her initial on-line enquiry:

“Hi I would like to cancel my enquiry
as I have sorted something else.“

– Erin.

Our response?

“Ok. No problem?”…

What, are you kidding me?

Of course not!

See, because of the questions we asked on the online form, we already knew what she wanted to achieve from going to see a pt.

That was, basically, to get back to dancing asap.

(Not to end back pain).

So, word for word, here’s what we wrote back:

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“Hi Erin,

Thank you so much for getting in touch to let us know.

I’m so glad that you have found someone who is able to help you.

I was just chatting with our back pain specialist, Sammy, who said she would of loved to of helped you.

She *sees lots of dancers* here in clinic – and would of loved to of seen what she could of done for you.

If you need us for anything Erin, even any advice, please just get in touch 🙂

Best Wishes,

Vicki Smith”.

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What to know how we converted this patient – one who was thinking of going to one of my competitors because they are cheaper – into a high paying patient of ours…

These words:

“Sammy see’s lots of dancers
here in clinic”.

Made it *impossible* for Erin (the prospective patient) to even contemplate going anywhere else because she now knows that we solve HER problem regularly.

Take a look at the exact email reply sequence here and start at the bottom:

(Click the image ^ to make it bigger).

The result?

Conversion to a high paying patient.

Took us less than a minute to compose – and Erin just 45 minutes to surrender to my offer of highly specific solution.

I’m happy.

She was happy.

My bank account is happy.

So, yeah, more proof that “highly specific solutions” are the only way to go.

Use this type of *message to market* match in your marketing to attract new patients to your clinic – and you can, well, basically charge what you want and put an end to worrying over your biggest business challenge.

This works especially well since most pt clinic owners don’t have the balls to do this type of thing – for fear of not appealing to a mass market.

Which, by the way, is the quickest and easiest way to blow through a marketing budget and go broke.

More questions answered next time…

In the mean time, go here if you want to talk about boosting profits at your clinic too:

– Marketing Strategy Call Application Info >>>

Paul Gough.

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Note to physical therapist looking for marketing ideas…

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