Tour Update: Las Cruces > San Diego (+ Alexandria, VA, in May)

So the Tour is now at Day 11/48…

I’m sleeping in my 4th time time zone – and settled in my “second home” of La Jolla, CA, enjoying catching up with my family who arrived 3 days ago…

I have a “6” month old – and a “3” year old with me now – both adjusting nicely to life “8” hours behind that which they are used to…

(The nights are fun in our Apartment right now! 😉

The easy to find swing parks, beaches, fresh air – and soft and slow paced way of living here in Southern California make it very easy to settle my family into a place that feels more and more like home, every time we land back.

So what else have I been up to on Tour so far?:

Well, on Tuesday I got to speak in front of another group of amazing PT Owners in Las Cruces, NM…

(Turn on images to see your picture)

I spoke for almost “3” hours…

And amongst other things, I reminded the audience that as you consider creating this often “elusive” thing called a Marketing Plan…

…it’s vital to factor in that not all patients are created equal. 

For example:

It’s easy to set out a plan that says we need “10” new patients this week…

And that’s fine.

But out of those “10” new patients, what’s important to factor in is where they are coming from…

Or, “how they show up”…

Because “10” new patients acquired via Direct to the Public Marketing – Facebook, Google, Newspaper etc, – probably requires that you need “30” or so inquires as not everyone who responds, will actually book.

And if you wanted to find those “10” patients from referrals from your past patients, then maybe you need about “20” inquires…

The % of inquires to converted patient from past patients is higher than from direct Marketing, but it’s never going to be 100%.

And if you’re still knocking on the doctors doors, then maybe you need about 15 referrals sent your way to hit you goal…

Now, what I’ve just described to you is what a lot of people are not factoring in to their Marketing Plan…

That there is a very different level of TRUST/SKEPTICISM that a patient brings to your office – based upon the HOW they arrived at your office in the first place – must be considered.

Most Business Owners think that their patients simply arrive in an Uber, a Taxi or in a Motor Vehicle.

That’s a naive (at best) way to look at it…

Amongst other things, they show up “ready to book”, “thinking that they might book”, and even “looking for any excuse to NOT book”…

People are predictable – AND irrational…

And it helps if you can know which one they are when they are calling your office…

…for if you do?

The ability to budget and forecast a Marketing Plan that actually hits target month on month – is much easier to come by.

And guess what??

I’ll be creating 12 more Bespoke Marketing Plans – over three content packed days – for 12 amazing PT Business Owners at the next “More Patients, More Profits” 3-Day Marketing Workshop that is happening in Alexandria, VA, on May 20-22. 

We packed out the last one in San Antonio – so how could I not do it again?…

Want a seat at the table to learn from me for 3 full days??

If so, go here next for details:

• About the Author - Paul Gough
• Latest Posts

About Paul Gough

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

• Violating Social Norms and Outdated Levels of Thinking - 22nd October 2020
• MORE from LESS: The Go To Strategy During A Financial Downturn (Like here in 2020) - 15th October 2020
• How To Confidently Sell Your Physical Therapy Services - 29th April 2020
• Telehealth: What Does The Future of PT Look Like? - 17th April 2020
• How To Get More Buy-In From Patients - 16th April 2020
• Telehealth: Have You Already Done It Without Realizing? - 16th April 2020
• Telehealth: What Is the Most Important Thing You Can Sell Right Now? - 15th April 2020
• Telehealth: Is A Marketing Funnel Needed Right Now? - 14th April 2020
• Telehealth: What Happens To Discovery Visits? - 13th April 2020
• Telehealth: How Will I Compete With “Big Box”​ Insurance Companies? - 10th April 2020