Dear US Physical Therapist,

Over the next 9 weeks I’m going to be touring 18 different US cities that’ll take me from San Diego West Coast – to Orlando on the East Coast – and many cool places in between!

It’s going to be an epic tour as I get to meet more of you IN PERSON – and achieve my goal of bringing the IMPACT that my online videos, blogs, trainings and coaching is having upon you all – to real LIFE!

Wherever you are in the US right now – chances are I’m going to be stopping by as my US “Impact Tour” kicks off on Sunday Sept 18^th.

I’ll be spending “63” days travelling with my young family, learning more about American culture, meeting new people, taking pictures of your best cities…

… Masterminding, attending business seminars and boot camps, doing clinic visits…

…AND, meeting up with and impacting as many of YOU, in person, as possible!

Want To Come And Meet Me?

Here’s My Dates And Venues For The Next 9 Weeks:

WEST COAST TOUR DATES:

SEPT 18TH    SUN    San Diego
Touch Down
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SEPT 19TH-20TH    MON-TUE   Orange County, CA
Speak at Andrew Vertson’s Mastermind Event
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SEPT 21ST   WED   Aliso Viejo 
(Intecore PT Clinic Visit)
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SEPT 22ND    THUR   San Diego
(Staying at Seaport Village Area)
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SEPT 23RD-25TH   FRI-SUN   Palomar Hotel, San Diego
Speaking at Nittin Choda’s Referral Igniton Event
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SEPT 25TH    SUN   La Jolla, San Diego
Collect my family from Lincoln Field Airport San Diego
who arrive that day from Britain
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SEPT 27TH   TUE  San Francisco
 Meet “Jerry Durham” and “Sturdy McGhee”

SEPT 28TH   WED   San Francisco
Clinic visit of “San Francisco Sport and Spine”
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SEPT 29TH    THUR   San Jose
Clinic visit to Kim Gladfelter’s “Physio-Fit” office
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SEPT 30TH   FRI   San Diego
Back to San Diego
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OCT 6TH   THUR   LA (5 miles from Santa Monica)
Travel to LA for 4 day Marketing event
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OCT 9TH   SUN   Seattle (Downtown)
Fly to “Seattle” to meet PT Chris Johnson and
Chiropractor Ryan DeBell
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OCT 11TH   TUE   Spokane
Clinic visit with Luke Gordon of Gordon PT.
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OCT 12TH   WED   San Diego
Fly back to San Diego
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OCT 19TH   WED   Las Vegas
Attend PPS Conference (Staying at the WYNN Hotel)
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OCT 20TH   THUR   Las Vegas
Meet with RJ Williams and do a  Clinic Visit to his
Fyzical Therapy and Balance Centres office in Las Vegas
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OCT 22ND   SAT   San Diego
Fly back to San Diego
____________________

OCT 24TH   TUE   Phoenix
 Meet Scott Gilbert, Julie Docter, Judy Cirullo, Lois Wolf, Jeremiah O. Sarkett
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OCT 26TH – 17TH  WED – THUR   Phoenix
Meet-up at the Downtown Sheraton Hotel
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OCT 27TH  THUR   San Diego
Fly back to San Diego
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EAST COAST TOUR DATES:

OCT 30TH   SUN   Orlando, FL
Fly to Orlando, FL
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OCT 31ST   MON   Celebration, FL
Spend Halloween in “Celebration”
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NOV 1ST   TUE   Tampa Bay, FL
Travel to Tampa Bay for 2 day Mastermind Event
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NOV 3RD   THUR   Downtown Tampa Bay
Meet PT “Gregg Todd” for Dinner Downtown
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NOV 4TH   FRI   Tampa Bay
Clinic Visit of Gregg Todd PT
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NOV 5TH-10TH   SAT-THUR   Orlando, FL
FUN TIME – 6 days in Disney world with my Family! 😉
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NOV 11TH   NOV   Newark
Fly to Newark, New Jersey for meet-up with Mike Werhrhahn
and other PT’s in the New York and New Jersey, Philly area
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NOV 12TH   SAT   Wilmington, Delaware
Travel via AMTRAK to Willmington, Delaware
for clinic visit with “David Wilderman” of Wilderman PT
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NOV 13TH   SUN   Charlotte, NC
Fly to Charlotte (NC) for meet up with various PT’s
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NOV 14TH   MON   Harrisburg
Chair “Mastermind” event at VOLK PT in Harrisburg with
Dean Volk, Aaron LeBauer and various others.
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NOV 14TH   MON   Myrtle Beach, SC
Last flight out to “Myrtle Beach”, SC 
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NOV 15TH   TUE   Myrtle Beach, NC
 Mastermind day with the brightest business mind
in the whole of the US – Mr X.
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NOV 16TH   WED   Orlando, FL
Fly back to Orlando for last day at Disney World with family 
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NOV 17TH   THUR   Hartlepool, UK
Fly back to the UK – return to the Paul Gough Physio Rooms
to continue growth of own clinic – and catch up with staff and family 😉
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Now you know where I am…
…where will you meet me??

Follow the TOUR on Facebook….

Catch up with the all the Video footage on my Youtube channel…

AND,

Email me: paul@paulgough.com if you want to meet up for a beer or grab coffee in any of these locations!

I hope to see you soon! 😉

Paul Gough

Week 6 of PT Business Growth School is here and I can’t believe it’s our final class…

This week we have PT Industry Superstar ‘Jerry Durham’ back in the room for Part 2 of the Module titled “The New Patient Journey Experience”…

In Part 1 we mapped out the ENTIRE journey, step by step, that your patients experience with you to ensure we rise above the industry ‘norm’, and give them MORE than they were expecting – an experience they won’t forget.

This week we showed our students solutions to some common problems that most PT businesses face…

… things like “drop-offs”, “no-shows” and “resistance to care plans” (because of co-pay).

Our students now all agree that these things ARE NOT happening ONLY because they don’t want to pay (for PT)… No, it’s more often than not because they don’t see the TRUE VALUE in what we do.

Would you pay for something you don’t see the VALUE in or how it’ll help your life?…

(Neither will they!)

Part 2 of The New Patient Journey Experience solves AAAAAAALLLLL of these problems, and helps make the “co-pay”, or “OON” issues a thing of the past.

ENROLL HERE: NOTE, if you’r interested in starting this Class – we have opened up REGISTRATION for a limited period of time – click here to go to the ENROLMENT PAGE and join in the class.

So with that said, lets get into the “10” greatest highlights from the final week of PT Business Growth School, Week 6…

KEY TAKEAWAYS

#1 The First Consultation

Now that your potential new patient has made a decision that YOU are the PT clinic that’s able to solve their problems, and that you’re the place that finally ‘gets them”…

The NEXT thing you want to do is drive up that perception of VALUE of what you’re doing.

Why it’s so important to do that?

When you ask them the right questions (that you need them to hear their own answers to)… they will reveal their ‘wants’ and ‘hopes’ to you, AGAIN.

(We’ve already done this at the first phone call – but we need to do it again!)

This means they get reminded of what they are REALLY paying for – to get quality time back to play with their Grandkids, to hike that mountain they’ve always wanted to with their partner, to wake up without aches and pains in the morning so they can drive to work…

Present the VALUE, and you’ll confirm they made the best decision by choosing you over every other option they’ve got!

Next, let’s take a look at how to get it started…

#2 Start The Consultation, In The WAITING Room

This is huge – and sets the tone for the rest of the relationship the minute they step through the front door…

We want the very first consultation to begin in the “waiting room”.

Ideally there should be a conversation going on in the reception between the receptionist and patient (..and even the Therapist should be invited to join in!)

There’s nothing worse than having a patient walk into the waiting room to be presented with an out of date magazine and newspapers full of bad news…

ENGAGE with them from the moment they walk through your door, then continue THAT conversation in the TREATMENT ROOM and they’ll feel very comfortable right away (…again, confirming they’ve made the right decision coming to see you).

Remember: “People FIRST, Patient Second”

#3 It’s All About The Questions You Ask

Now the patient is in the treatment room it’s important to ask the VAQ;s – the ‘Value Alignment Questions’.

What does that mean?

It means we’re going to make it certain to the patient that WE truly understand what they are REALLY going through and exactly what they want to achieve.

It’s not about what the INSURANCE costs – or your EMR – it’s about what the patient wants you to know the answers to – what’s important to them!

Continue to ask the same questions that reveal answers that they WANT YOU TO KNOW about, things like:

“What is it stopping you from doing that
you REALLY wish you could?”

And you’ll ensure they know that you’re 100% clear on what they want to achieve as a result of having PT.

#4 Stopping “Drop-Offs” At Your Practice…

There’s a few questions you need to ask – and this is one question:

“What’s your current understanding of what a PT can do to help you solve this?” (…Back pain getting in the way of a good nights sleep).

You may be 100% certain in what you’re about to do.

You may be 190% certain in the effectiveness you’re proposing.

BUT if this person has a completely different understanding or expectation of what it is you’re going to do for them in the treatment room – you are going to lose them.

Because if they’re expecting hands-on treatment, and you know they need exercises instead – you’re going to run into problems very, very quickly if you don’t have that conversation with them about WHY!

A failure to do this means they get confused – if they get confused, they drop off!

Which is why it all comes down to this:

“Success in business comes down to one thing – communication.”

#5 How To Get Buy-In

Contrary to what most PT’s do – do not proceed with treatment before asking for “permission”.

After your OBJECTIVE ask them to take a seat – and have a conversation with them about IF THEY WANT YOU TO PROCEED.

Do NOT cash the cheque until they’ve signed it!

Because if you don’t (ask), you are not giving them a chance to commit and ASK QUESTIONS they need answers to before you begin.

We want them to ask ANY questions they have, to get any possible objections out of the way – so any objections don’t come up later that night, or a few days later.

Important: Do not take for granted that just because they are in the treatment room with you – that you have a patient.

#6 Escort The Patient To The Desk

This is crucial.

I’ve been in clinics where I’ve seen a patient come to the end of a treatment session, and then have to walk to the front desk – alone.

Mistake.

Big mistake.

If you allow your patients to walk out of the treatment room alone – that’s when they are able to think up an excuse to DROP OFF or back down from what they agreed with the therapist.

Allowing this to happen gives that person “25” seconds to work out an objection to the treatment plan you’ve just given them.

Think about it…

The receptionist will have no idea of what has just gone on inside the treatment room – and if you allow your patient to walk there alone to book their sessions in, there’s a chance that the agreed plan won’t go ahead.

Don’t leave how many sessions your patient is agreeing to with the therapist in the hands of your Receptionist.

Pharmacists don’t decide on the volume of the medicine… the REAL experts do (the doctors)

Have your Therapist go WITH THEM to the front desk and book it all out.

#7 Don’t Let Patients Become “Lost Sheep”

In an ideal world we would love patients to schedule out ALL of their visits – and then attend.

But we all know – it doesn’t always work out that way and some will ‘drop-off’ (…and then these people become ‘lost sheep’).

Now, we can’t always STOP this from happening, but we can limit it.

How? We go down every avenue we can to STOP ‘drop-offs’ from happening.

If they call to cancel their appointment…

Get them to reconsider.

If they say ‘no’

See if you can MOVE it.

And if they still say no…

Get to the root-cause of WHY (they want to drop off).

If you just accept their cancellation and let them slip away, you’ll likely lose them forever and miss out on helping them make the best decision.

Next, what if they do drop off, or don’t show up at all?!…

#8 Follow-up With Drop-offs

This is the one thing that doesn’t cross the minds of most PT business owners…

They think once someone’s cancelled, or doesn’t show it’s game over.

Well it will be game-over if you don’t follow-up!

Follow-up with these people who don’t go ahead with agreed treatment plans and have real conversations about the problem.

OR it’ll keep on happening.

#9 The Biggest Area Of Opportunity With Drop-offs

Is by keeping IN TOUCH.

(With an email follow-up system and the telephone).

I said it above – if we fail to keep in touch, we’ve lost them forever.

The FORTUNE is in the FOLLOW UP – is another one of my favourite sayings!

Most people will think they can get their problem solved elsewhere.

And some will!

…But many won’t!

And many will never think to get back in touch with you in fear of looking ‘silly’.

You likely know I’m BIG on having systems in place – and this one email follow-up system will address that you know why they might have gone elsewhere, but that you also know they won’t get what they NEED by going elsewhere!

This will get them back onto schedule, and quick!

That’s ‘drop-offs’ and ‘no-shows’ covered, but what happens when a patient comes to the end of their treatment plan?

#10 The Final Phase Of The Patient Journey

This is something that I like to call:

“The Graduation” process.

When the initial care plan is over, most clinics will let that person walk out hoping that they might just come back again if they get a bad back, or a sore ankle…

But what we want to really be doing is this – keep in touch!

At least via email.

This is where having systems in place is gold.

At the Paul Gough Physio Rooms we have an automated sequence of emails that gets sent to that patient that engages them with content from blogs, connects them on Social Media and talks to them about other products and services…

These emails also allow us to get feedback and 5 star testimonials and reviews (perfect for helping others make better decisions about coming to see you!)…

On average most people will come back for further treatment, and buy additional products and services!

It’s all about being in front of people, to ultimately help them make better decisions – and that should be you!

Okay! There’s your final digest of week 6 of PT Business Growth school…

By now I’m sure you realize these last 6 weeks have been all about creating REAL Systems.

PT Business Growth School is essentially me lifting the hood on three of the WORLD’S most successful Physical Therapy Businesses… and exactly how to automate and systemize EVERYTHING in your business, so that it grows without you!

The GOOD NEWS IS that for a short period of time you can ENROLL in the class starting TODAY.

Click here to go to the page and find more information about the 6 week class you can take right now!…

…Each week we’ll unlock a new module for you and you can join in the Group and ask your questions as they arise.

Go here for more information:

OR, if you’d like to wait and take part with us in the LIVE action next time it comes around (we don’t know when), here’s what to do next…

Click here if you’d like to get notified of when this class next becomes available – 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 >>>

So Week 2 of “PT Business Growth School” – has kicked off, and the momentum and energy just keeps building…

This week my 72 students were joined in class by PT industry Superstar “Jerry Durham”…

(…who REALLY lifted the energy!)

What I love about Jerry is that he “gets it”…

He “gets” that as a health care provider we have to do more than just be “great clinicians”…

…We’ve got to be EVEN BETTER providers of EXPERIENCES for the people we serve at our clinics.

It’s why I brought Jerry in to co-teach the module titled “The New Patient Journey Experience” – where we map out the ENTIRE journey – step-by-step – that your patients go through with you, and ensure that they get more than they were expecting.

So with that said, here’s a digest of Module 2, and “10” of the most prevailing highlights from Week 2 of PT Business Growth School.

Key Takeaways

#1 OVER DELIVER on the EXPERIENCE DELIVERY

Last week (over in Week 1’s highlights), I explained that your clinics “USP” is possibly the No.1 most important thing you can get clear on to grow your business…

(Your ‘UNIQUE Serving Proposition’)

Once you know that, you can begin to communicate differently with your clients.

The next thing to do is CREATE AN EXPERIENCE that your patients are happy to pay for.

“Goods and services” are no longer enough to foster growth in ANY industry…

…And given that the PT Profession is saturated with undifferentiated providers of what appears to be the “same service”…

…The greatest opportunity to beat the ‘co-pay’ or “deductibles” issue is to deliver an exceptional start to end EXPERIENCE that they’re very happy to pay MORE for.

For context – at my clinic they pay $160 per visit.

$100 for PT…

…The other $60 is for the experience my team and I provide for them.

#2 Being Nice, Polite And Courteous – Isn’t Enough

When it comes to “customer service”, being “nice”, “polite” and “courteous”, just isn’t enough any more.

Those things should be happening anyway.

And I worry that some owners think that’s them providing an experience.

It really isn’t.

When someone pays for a service, they pay for a set of intangible activities to be carried out on their behalf – like a “Massage”.

But when someone buys an “experience”, they pay to spend time enjoying a series of MEMORABLE EVENTS that a company stages to engage them in a personal way…

#3 PT Clinics Are A Commodity

Quick task:

“Do a Google search for PT clinics in your area”.

How many come up?

A lot!

The problem is this: we live in a ‘Service Based Economy’ where consumers become more and more likely to purchase goods solely on price and availability…

If people in your town can’t “differentiate” between the other clinics in your town and you – then the only thing you compete on is your PT service – and it’s for that reason so many clinics are experiencing a price pressure right now with patients looking for the cheapest, and minimal viable option.

The answer is to provide an exceptional experience that makes you different.

#4 Creating An Experience Requires You To Do 4 Things

Each of these:

1. Educate (actively)

2. Entertain

3. Escapism

4. Aesthetics

And if any one is missing, then customers feel it and will tell you their dislike of their current experience with the words “I can’t afford to come more than once per week”.

Roughly translated as: “I don’t see the value in coming here more than once because I’m only getting a massage or some exercises.”

Give them a reason to come that is MORE THAN JUST PT – and they usually do.

#5 The Way Your Phone Gets Answered Is The Most Important Part Of The Relationship

When a brand new patient makes the decision to pick up the phone and call you, that first phone call is the most important interaction that will take place.

EVER!

Why so important?

Your no show rates, cancel and arrival rates are 100% determined, before the patient EVEN arrives in your office.

Unfortunately, for most patients, they don’t get more than a “3” minute phone call that does nothing except confirm an appointment time and talk about insurance.

At best they’ll get some directions and told to go onto a website to fill out some forms before they arrive.

That was ok in the 20th Century when people didn’t have a choice, but it’s not acceptable anymore…

#6 A New Way To Answer The Phone

Ir’s important that you don’t get involved in a “transactional” phone call…

…and no matter how they start the call, it’s about you being able to smoothly transition to a question that is both engaging and emotional.

This allows you to add EQUITY and VALUE to the relationship BEFORE you even get them on schedule.

What’s more, doing this will help you better answer the first question that almost all patients ask:

“I need to book an appointment,
*do you take my insurance*?”

#7 Take Your Patients On A Journey

This is the critical difference between the good and the great clinics…

And it’s what successful companies like the ‘Ritz Carlton’ are doing to WOW their customers and stand out from the crowd.

Remember – people don’t want PT, they want the TRANSFORMATION that the skills we have can provide.

(Big difference…)

And one of the things we should do is “time travel” – and that means finding out where people want to get to as a result of coming to see you.

How do you do that?

Take the time to ask them *on the first phone call*!

#8 Chuck The Insurance Under The Bus!

One of the easiest ways to make a connection with a patient is to find something in common…

And if there’s one thing that patients and PT business owners have in common right now…

…it’s a dislike of insurance!

As my good friend Jerry Durham says:

“It doesn’t do any harm to “chuck the insurance companies under the bus” once in a while, if the sore subject of “co-pay” or “deductibles” is getting in the way of much needed care”.

#9 The Value Added Welcome Sequence

This is one of the most powerful systems that helps to grow a thriving PT clinic!

Having this ensures that your patients recognize the value of what you’re bringing to their life – and even provides you with a safety blanket.

That means that even if your secretary is having an ‘off day’ and the first phone call with a new patient doesn’t get answered as you would like…

…You can relax knowing that this email sequence will be in action helping patients to understand more about what makes your clinic so different – and what you will REALLY be doing to help them in exchange for their time and money.

#10 Give Them The “Warm And Fuzzy” Feeling

It’s important to CONNECT with patients before they arrive.

I call it giving them the “warm fuzzy” feeling so that they are excited about coming to see you.

It could be a video of something fun, something that shows-cases you, your staff or your clinic … and allows people to resonate, and feel CERTAIN that they made the best decision about coming to see you!

(People pay a LOT to feel certain these days!)

Ok, there’s your “digest” of Module 2…

To sum up:

It’s all about growing a business that puts PEOPLE first.

If you do that – you’ll make the profits you truly deserve and people will get the help they surely need.

Right now my students are on with their homework ahead of next week – where we’ll be joined by PT industry “numbers” Expert, Andrew Vertson!

PT Business Growth School is all about having a business that grows without you – and for that to happen, you’ve got to track your numbers.

The problem is, which ones??

We’ll be sure to share some of the highlights from Andrew with you, next week.

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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 >>>

If you’re frustrated by the number (or lack of) self referrals happening from your website, then this article is perfect for you:

So, just about every independent “pt” clinic owner I speak to, tells me something like this:

“I know I need to do something about my website – I just don’t know where to begin”

If that’s you too, then let me help you out with 3 tips to improve your website and explain why designing a website to boost self-referrals – should follow the rules of “going out on a first date!” 

Tip 1.) Make Regular changes To Your Site And NOT Just One Big, Complete Overhaul

It’s tempting to think that the best thing to do is just start the whole thing again, but most times it’s better to test what’s working and what isn’t on your current site before you build a new one from scratch.

Now, if you’re getting NOTHING in the way of anyone mentioning having found you on Google searches – or commenting on how helpful your website was in the decision making and self-referral process (the ONLY reason for having a website) – then I agree, it maybe time for a big change… as a website that isn’t working for you to deliver self-referrals is actually costing you a lot of money and would be worth spending some $$$ on!

But where most clinic owners go wrong is this:

They think they have to build a website from scratch – which usually takes months (and is painstakingly difficult and expensive to complete), then, when it’s FINALLY created, realise not much has changed in the way of getting more self-referrals.

And what’s more, by the time the new website is finished, there’s always the temptation to think it’s still not good enough – made worse when you take a look at someone else’s website that you like better and decide that yours is now “out of date”, or needs more work.

So they start planning ANOTHER website rebuild.

And yet all they change is the “colours”, or the fonts and add a few more pretty pictures to make it look like one they “like” and “think” works.

But, that’s not the best way to do.

No, you’re much better off making small, but very regular changes to your website after TESTING what is working and finding out what isn’t – such as your “enquiry forms” or pages that you’re asking for patients to do take action, such as “contact us”.

Use something like “Optimizely” (which I use) or “Visual Website Optimiser”, to do this and even track the number of phone calls you get from EACH PAGE of your website, using “call tracking metrics” which is the software I use to track it from my own website.

Tip 2.) Turn To “Direct Response” Style Pages

There’s essentially two different types of websites you could chose from.

One is known as a “brochure site” (…that most web designers will want to build and try to charge you a LOT of $$$), then there’s another other (which actually makes some money and costs a let less) and is called a “Direct Response” style website.

Now, most pt website’s I’ve been asked to critique are “brochure sites”.

Nothing wrong with that – UNLESS it’s bringing in referrals everyday like clockwork.

(But I suspect, most don’t).

See, the problem with brochure websites is that the OWNER judges his or her website by how nice they look – and is often guided by a web designer who is CLUELESS (respectfully) about direct response marketing – or leaves it to another company who designs their website just the same as everyone else who uses their templates too.

And the re-design project is considered a success based upon “subjective” things – like “whitespace”, “feel”, how many pretty pictures are up there and even on what it says about the company and the owner of the business on the home page (…as opposed to testing).

But non of that is going to influence visitors/new patients on your site to take action.

Why?

Well, let me explain it to you with an analogy from the “dating” world:

Think about going on a first date with a girl or guy you’ve just met…

Would you “ask for marriage” when you first hook up?

Course not!

Well, asking people who have JUST arrived on your pt website to “book an appointment” with you is a lot like talking about “marriage” (or having kids) on a first date.

Sure, he or she may look BEAUTIFUL (…just like many pt websites do) – but it’s just too big of a leap for anyone to say “yes” on that first date to marriage!

In fact, you’d scare them off so much that they’d never come back.

And the same thing is likely happening the first time someone lands on your website if all you do is give them the option to “book an appointment”.

It would be much more likely to lead to a life long and lasting relationship with that patient if you offer to get to know him or her first…

And besides, when it comes to websites (and not date nights!!) it’s often true that “ugly” work best – so there’s no need for expensive web design costs anyway.

Websites with compelling, emotive copy and REAL reasons to respond are much more profitable – even if they’re a little “ugly”.

So that’s one problem…

And the second biggest problem I see with brochure style websites is this:

They’re all about the clinic and the clinic owner or staff.

And NOT what the clinic can do or who it helps – which is what the visitor is really looking for.

Back to our dating analogy.

How long would the date last (or would you get another one?) if all you spoke about on your first date was “YOU”?

Unlikely!

Now, contrast that with a “Direct Response” style website, and you’ll find that it’s ALL about the VISITOR and what the clinic can do to help them.

(Big difference, massive difference).

Even the “ABOUT” page should be written in a way that shows “WHO” the clinic helps and should start with “We Help…” and NOT, “We Are…”, like most do!

Same with the staff profiles: Instead of listing qualifications and hobbies and interests of the pt’s you employ, why not use this area to say “he helps people with….”, or “he is the pt you should choose if you have back pain”… etc etc etc.

Even just doing that is much more likely to bring the person looking on your site closer to you – and more like to book an appointment. What you’re doing here is magnetically attracting people towards you based on what you can do to help them, not shouting out at them about who you are and how good you are.

For an example of a very profitable direct response website, please click here:

It’s my own clinics website – there’s lots of testing gone into the pages and buttons and is based upon everything that I learned while studying studying “Direct Response” marketing techniques.

Now, what you’ll see is that on every single page, there’s a compelling reason for the visitor to RESPOND or take action – and not always just to “book an appointment”.

Sometimes it’s the simple things that make the difference, too:

For an example, look at the website and see how I use the words “ENQUIRE” (and not “BOOK”).

That’s because there’s much LESS commitment to enquire about my services, than to book!

I’m not saying “arrange a date with me”…

By using the word “enquire” I’m giving the visitor the option to find out more about me BEFORE they decide they would like me to take them to the movies or out for a meal!

Tip 3.) Begin A Relationship By Offering Something Valuable In Exchange For Contact Details (And Follow Up)

And what you’ll notice about my site is that I’m NOT just asking the person to call me off the back of reading a glowing reference (written by me) saying how good I am, how long I’ve been in business, or, that I pride my self on great customer service and am “highly qualified”.

(Like almost EVERY website does!)

I’m all of that – but would you go for dinner with someone after ONLY seeing their profile on a dating site – the one that everyone knows is written by them?

Of course not!

But if you’re kind of interested, you’re going to have a few back and forth style emails or SMS messages to see if what they say about them selves seems to be true, and IS what you’re looking for – before you commit to the date night!

It should be the same “low risk” process on your website.

Saying how professional you are, or how many qualifications you’ve got etc etc etc, those types of lines are not going to motivate anyone to book an appointment with you.

(And besides – all your competitors are saying the same thing and have the same qualifications anyway)

The reality is they’re the base line of what people expect these days – so to shout about it, well, it isn’t really going to give you an edge!

It’s much better to use your website to “begin a relationship with a visitor”.

Back to “dating”:

If you meet someone in a bar or online, chances are you’ll offer them your number or email address BEFORE you ask for the date.

Same with your website.

Offer visitors something valuable like a “free tips report” (something that looks like this):

…And which you’re happy to give away in exchange for their contact details. 

Why?

So that you can then follow up and explain multiple times over (using emails, direct mail or on the phone…) all about your pt clinic and how easy it is to self-refer – which is of course, the number 1 end goal of having a website in the first place.

For an example on how to do that on a pt website (not to pick up dates! lol), go here:

www.paulgoughphysio.com/back-pain

And see how I offer to HELP my new visitor (with back pain) before I ask them for money by booking an appointment.

Of course, on there, I leave a little message saying something like “if your need is urgent, please click here” which alerts the small number of visitors whose need is urgent to the fact that they can book an appointment, if they’re in a lot of pain and ready to book now.

(I do have dating analogy for that – but best not bring it up, lol)!!

The fact is, 99% of the people who visit your website are NOT ready to book now.

They’re NOT ready to commit to marriage.

They’re just looking for information and want to get to know you a little better.

Design your website so that you can give it to people and preferably  in exchange for contact details so that you can have repeated attempts at getting your message across.

Do that, and you’ll soon see that “self-referrals” from your website will go off the scale as people realise that they like you and trust you for offering to help them FIRST. Often that alone is enough to get you noticed above everyone else in town who is immediately asking for the sale – from someone who hardly even knows of them.

Click Here To Get Regular Tips To Make Your PT Website More Profitable >>>

Paul Gough

Author, Clinic Owner, Founder at PT Profit Academy

P.S For more website tips like this, come and join all the other pt’s in the USA on my email list: Click Here To Get Regular Tips To Make Your PT Website More Profitable >>>

Facebook remains one of the best ways to generate more self-referrals at your pt clinic.

But it’s not always as simple as posting a few status updates about what you or you clinic is up too – despite what you might have been told by “social media experts” out there.

So let’s look at a slightly different strategy to boost self referrals from Facebook.

One that I’m currently using at my own clinic so I can say for sure that it does work at delivering more self-referrals:

Essentially you’re going to pay for adverts to be placed right in the news feed of a specific target market.

Here’s how this one works:

Basically, you set up an advertising account on Facebook and choose a custom or target audience.

It could be people aged 50+, of a certain income level, say $50’000 +, who live within 10 miles of your clinic.

That will produce a list of about a few thousand people at least (depending upon where you live) and if you wanted to make that list even more targeted, you can select to only serve your ads to people who like to be “active”, and who have children or grandchildren.

Why?

Well, it’s been my experience that one of the biggest reasons for people to come and see me is NOT their back or knee pain.

No.

It’s what their back or knee pain STOPS them for doing.

And if it’s from being socially active with friends or from playing with grandchildren, then they’re much more likely to want to come and see me (and not feel as though they “have” to – a.k.a a “grudge purchase” with lots of resistance to care plans).

And why would I target people aged 50+?

Because those people are MUCH more likely to care enough about their health to spend money on it and value the freedom that better health brings – than those younger.

So my ads from Facebook are going to people I don’t even know.

People who haven’t “liked” me and most probably don’t even know who I am!

But it doesn’t matter.

Because with the style of ads that I run, I’m not trying to convince anyone to come and see me – not yet, anyways!

See, Facebook “advertising” lends its self to running adverts that offer free tips and advice reports – like a pdf or an ebook that they can instantly download.

A bit like this one I currently run to begin a relationship with people suffering with neck pain:

So what happens is when that person sees this ad (which is served in their newsfeed), they click it, get taken to another webpage where they are then asked to enter their contact details in order for me to send the pdf to them.

I request their email address and I also insist on telephone number too.

And they’re nearly always happy to give it as the free tips report is of perceived value to them!

And when they give it to me (after clicking on my ad which they saw in their newsfeed), I send the pdf to them via an automated email.

This is a style of marketing known as “Lead Generation”.

Click Here To Get Regular Tips To Boost Self-Referrals Sent To You >>>

(And is pretty much how grew my clinic from one… to a chain of 4, in just a few short years).

See, I’m AWLAYS happy to give away free advice in exchange for contact details – because once I have their contact details, my FOLLOW UP SYSTEM can get to work automatically and explain all about how I can help ease their back pain *more quickly* (than going it alone with my tips report) and how easy it to self-refer to my clinic.

I send emails, follow up on the phone and even send direct mail if I can get their address – which we ask for the very first time we call them (usually about 24 hours after they opt in for the freebie pdf) and all we do is just start by answering any questions and over coming objections, until they say “yes” and decide to become a paying patient.

This strategy works like crazy and can be replicated across any advertising media – like newspapers, magazines or even google ad words too!

More:

And what often happens as a result of getting these types of ads served into peoples newsfeed on Facebook is that people begin to “comment” and share the ad, or like it.

And sometimes, other people who do know you who see the ad, they begin to comment beneath it and say how good you are, or how positive the experiences are that they’ve had with you.

(A community of people talking about you is therefore created as a happy by product).

So as an added bonus to the lead generation that is happening and is my goal, I also get calls from people who saw the add, noticed the nice comments from other people, hopped on over to my website and decided to give us a call.

So we get self referrals even from people who don’t follow out intended path – which is to first take the tips pdf.

The “lead generation” strategy requires a follow up system and if you have one, will often deliver a self referred patient not long after they request the pdf.

The people who you’re targeting have a problem you can solve — they’ve told you that by requesting the report – now send them some more information via email or in the post to show how pt can help them get there faster.

To recap, here’s the 5 steps you need to make this work:

1.) Choose a custom audience inside Facebook

2.) Show adverts to that group that promise to solve a problem i.e. a free back pain tips report (not advertising you or your clinic)

3.) Have a webpage ready to collect contact details

4.) Send the free report via automated email

5.) Follow up with your new lead 24 hours later (and then again at regular intervals their after until they say “yes”).

Hope this helps.

Click Here To Get Regular Tips To Boost Self-Referrals Sent To You >>>

Paul Gough
Author, Clinic Owner, And Founder at PT Profit Academy

P.S If you want an idea of numbers and how much to spend…

I allocate the equivalent of just $500 per month for each “Pocket of People” I want to reach.

(A pocket of people being people with a specific injury – such as knee pain, back pain, shoulder pain etc etc).

And my return on investment, can, at certain times of the year reach as high as 6 : 1.

So for every $1 dollar I spend, I recoup about $6 back.

Lets break it down:

If your average patient value is $1000 (initially), then lets say 100 people each month request your free pdf guide (which could easily happen with a $500 budget), even if just 3% of those people said “yes” to pt, you’d show a net profit of $2500 upfront.

(3 patients x $1000 value = $3000 – $500 ad spend on Facebook = $2500)

That’s a 600% return on investment just by opting for a lead generation strategy that begins a relationship by offering to help people FIRST.

And then telling them more about you and pt, later.

And who knows what that figure might rise too in the long run…

Because if those 3 patients refer friends, tell people about you, come back to see you, or buy other products and services from you in the future, then you’re going to make even more by running these types of ads and adopting this type of strategy.

Click Here To Get Regular Tips To Boost Self-Referrals Sent To You >>>

So everyone’s telling you to “market to physicians for more referrals”…

And it seems that everywhere you look for advice on how to do that…

Some company or other is “advising” you to send a monthly newsletter and promising you “85 more patients every month” if you let them do it for you.

But here’s the thing:

Usually, the only people who make money out of newsletters, (the type where someone else does them FOR YOU), are the guys who mass print them!

And worse…

“THEY” say that if you produce a newsletter every month and send it to a doctor or physician – then you’ll get some more referrals from him or her because they’ll have “a better awareness of what a PT does”.

But here’s something to consider:

1.) Since “Obama Care” it’s not just you who has to work longer to see more patients to make the same pay cheque as before (they’ve been hit hard too)!

…So, do they really have TIME to read ALL these newsletters they’re getting from PT’s?

2.) If everyone in your town is “marketing to them” with a “done for you” newsletter (which all look more or less the same), how are you ever going to get their attention and convince them you’re the best?

3.) If they’ve got a “special friendship” with a corporate hospital or worse still, a Doctor friend who owns a PT practice, which many have, your newsletter is going straight in the shredder!

4.) Unless it’s a newsletter about investment funds, making more money in their sleep, or retirement homes in Florida, most simply don’t care what you send them!

(Something to think about…)

Anyhow…

I happen to think that “newsletters” to your best patients are great…

But only if done *right*…

…where the “content” and “offers” inside are matched perfectly to your patients needs (which only YOU can know best)…

…then “yes”, you can bring back a LOT of patients to your clinic each time you send it.

(But maybe NOT as high as they will promise).

Problem is this…

MOST newsletters I’ve been asked to critique (which are often “outsourced”), have dis-interesting, unimaginative and almost “HORRIFICALLY” boring content that is more of an irritant to patients then a pleasure to read.

(The only plus point is this: they’re nearly all as bad as each other).

So, just incase they duped you too…

I wanted to help make it more profitable for you then anyone else’s…

And that’s by showing you a “trick” that I use to get people to say GREAT things that ARE interesting to OTHER patients and importantly, that you can use as *ammunition* to persuade many more just like them, to want to do business with YOU;-).

And on this training, I show you THREE different ways to turn a profit from it:

– Yes! Let Me Have All These 7 Money Making Tactics That My Competitors Don’t Know >>>

…Meaning you don’t have to have be doing a newsletter to make money off of it.

Best – this tactic is AUTOMATED.

…Meaning you can set it up (and forget it) and it will continue to work all day and night for you effortlessly producing more “FOR REAL” content for your newsletter in one week – than ANY of your competitors could ever get in a year.

On DVD 5… I reveal how to save time, money and even COMPEL people to want to do business with you, in ONE go.

I’d say your investment for this full course (just $197) will be worth it for this 1 video alone – never mind the other 4 DVD’s containing 6 more money-making tactics you’ll be getting at the same time too.

If you want them all, start here:

– Yes! Let Me Have All These 7 Money Making Tactics That My Competitors Don’t Know >>>

Paul

P.S If you do like to keep in touch with the Doctors and show them proof of your skills and results in the hope of referrals…

…Then this tactic will make it easier for you to do that too 😉

Start here:

– Yes! Let Me Have All These 7 Money Making Tactics That My Competitors Don’t Know >>>

I do a lot of travelling around the USA to attend Mastermind Groups I’m involved in and speak at seminars…

And on my travels, (because I’m British), I get asked these three questions all the time:

1.) Have I had “tea with the Queen”? (NO. But I have been to her house once or twice).

2.) Have I ever met Simon Cowell? (No. But I did brush past him once in Piccadilly Circus in London).

And, when I’m in a Seminar Hall in the USA, on “business”, I ALWAYS get asked this question by Physical Therapists:

3.) What’s an EASY way to grow my clinics revenue”?

In other words, what’s the quickest way to get more people into my clinic and make more money.

My answer…

“Start by understanding the THREE different types of PROSPECTIVE patients who visit our clinics”.

Which are these:

Prospective Patient 1 – he or she needs little or no information and is ready, able and willing to book an appointment right away.

Prospective Patient 2 – needs some convincing and will conduct SOME research into options but not exhaustive.

Prospective Patient 3 – can not get enough information, and will read and watch everything before making a decision – even if he’s been referred to a clinic by a Physician or Doctor (he or she wants to make up his own mind).

Now…

In my experience of running a clinic (and helping other PT’s to increase their profits too), most clinics are fairly “ok” at attracting patients 1 and 2.

All you have to be is fairly competent, have a steady reputation in your market place and you’ve got a chance of getting these fist 2 types (1 and 2) to give you their business.

– BUT –

Nearly all PT clinics are are failing at persuading patients from category 3 – the people who want some more information BEFORE they’ll go any further

So – if you want to increase the number of new patients and revenue at your clinic by 33%, you have to appeal to patients in category “3”.

And, if you’d like to experience the RUSH of charging HIGHER PRICES, or ASKING FOR CASH, then KNOWING HOW to appeal to ALL of these types of patients is critical.

The key word is “information”.

See, these people in category 3 can not get enough of it.

They want a TON of it and they’ll give their business to the PT who supplies it.

Thing is, how do you do it and what information do they REALLY want?

Well, I’ve spent a LOT of time testing how to appeal more to people in group 3 – and experienced HUGE growth in my business because of it.

And yet it really comes down to giving them just “two” pieces of information in order to move them closer to choosing YOU.

(And NOT your competitors)

And guess what?

I’ll teach you what each one is and how to profit from both of them on this new course:

– YES Paul! Show Me How To Get 33% More Revenue In My Clinic >>>

Best, they are both AUTOMATED.

Which means you’re only going to have to do each one once (takes approx 15 mins to set up) and they’ll work over and over again for you to make it easier for 33% more people to choose you.

If that sounds like something that would help you achieve financial security, then you really would benefit from investing in this new training now.

Do it today and you’ll save $150 dollars.

Once you confirm your order, head straight to Video 5 and start getting 33% more people to choose you and your clinic.

See you on the training,

Paul

P.S Now you know why many clinics are always “just surviving” or “just doing ok” and getting by…

But never really achieving SPECTACULAR results or profits that their “hands-on skills” are worthy of.

33% of people is a LOT of people to ignore…

Imagine what you could do with 33% more patients and 33% more profits this year.

The course is waiting for you here at a discounted rate of just $347 $197 which won’t last too much longer:

– YES Paul! Show Me How To Get 33% More Revenue In My Clinic >>>

Frustrated PT (and email subscriber of mine) “Brian” writes:

===

“Paul… I’m growing increasingly annoyed by the lack of progress I’m making with trying to reach out to surgeons and physicians.

And what frustrates me more is that everyone I talk to just seems to tell me to “market more” to them.

But I’ve tried everything – and non it seems to work that well for me.

Is it just me? Or am I doing something wrong?

I’ve sent testimonials through the post, asked patients to tell their Physician directly how pleased they are with my service and tried calling to set up meetings – but still nothing.

I spoke to one company who told me that I should produce a regular newsletter or a glossy brochure and send it all the Physicians in my area – but that seems costly, and I thought if they’re telling me to do the newsletter thing, then i guess they’re telling all the PT’s round here to do the same – so what good is it going to do?

So before I go any further, I’d like to know what you think?

Brian 48 – Lowell, Indiana.

===

Ok.. this is a common problem.

A natural consequence of having great hands on PT skills that you want to share with your local community – but not getting as many people through the doors as you need to run a successful practice.

And solved, it would appear, if you could only find a better way to reach Physicians to secure their referrals – agreed?

Well here’s what you should do:

“Turn the whole thing upside down”.

As in, change the way you see these “hard to reach Physicians” and hit them with something that they want just as much as you – and that’s more patients.

And it’s really easy to do.

You just got to get to these patients first.

BEFORE they even get to the point of being told by a Physician which PT they should go and see.

And Brian’s right…

What’s the point in sending a Physician testimonials of how good you?

Does he care?

Of course not!

Is he more likely to be “pandering” to the guys in suits higher up the ladder in the corporate hospital he has a special “friendship” with?

(…Who send him tones of referrals).

“Absolutely!”

So no matter how hard you try – it’s an almost impossible “nut to crack”.

Made worse by marketing companies out there giving PT’s false hope and insisting that “newsletters” (which THEY print and PROFIT from), are going to make THE difference.

Possibly… but unlikely!

Why?

It’s simple – how many Physicians do you know with time to read a newsletter?

(Exactly!…you’re likely adding to their frustration by continually doing it.)

So, the only way to REALLY grab the attention of a local Physician is to send them something that they NEED just as much as you…

…And that’s a steady stream of patients so that their practice can make more money too.

And in return, you want some back!

(Or you send yours elsewhere).

The landscape is changing in the USA and NOW’s the time for YOU to be the one who decides where patients go next.

How do you get to that point?

Simple – improve your ability to quickly and easily acquire new patients early – BEFORE they even get close to picking up the phone to a Doctor in their Network.

And guess what?

Video 2 on this new training shows you PRECISELY how you can do that.

Get it here before your competitors (and mine) find out about this new tactic:

– 7 Low Tech Ways to Get More Patients (including at least one way to get them to Choose You Before a Doctor >>> 

See you on the training 😉

Paul

P.S It’s fully Guaranteed too – it works for you and finds you more patients within 48 hours, or I give you your money back – in full – no questions asked.

Look here:

– 7 Low Tech Ways to Get More Patients (including at least one way to get them to Choose You Before a Doctor >>>