Why Advertising “Free Sessions” Can Hurt Physical Therapy Clinic Profits

by · 26th January 2015

Rate this post

An email subscriber asks:

===

“Paul… I’m running an advert in a local newspaper that offers a free consultation with me… a 60 minute one… and yet despite running this advert three times, I’ve had no calls.

What gives? Why can’t I get people to respond to a free session of pt?”

– Pt asked to remain nameless.

==

Let me tell you a story.

Last summer I co-taught a webinar that was basically doing marketing critiques for pt clinic owners. And I’ll never forget how many pt’s ran adverts just offering:

“Claim your free consultation with a
qualified physical therapist – call today!”.

My response?

“Why?”

(Should I “call today”)

Quite frankly, unless you give people a reason to claim that “freebie consultation”, most wont.

Then where do you go from “free”?

If they over look your offer of “free”, how will they ever consider paying for treatment — even if it’s just the deductible?

And saying it is pure neediness.

The signal you’re giving off is that you need their custom – and the last place any person wants to go to is to a health place that is desperate for some more business.

So, if you’re doing it too, listen up:

If there’s one thing that will destroy your sales, reputation, clinics profits and marketing efforts, and reduce your clinics integrity to less than zero, it’s being needy.

When it comes to “free”, there HAS to be a reason you’re doing it.

There must be a restriction on how many (scarcity).

The promotion MUST go away and come back (like a real promotion does).

And it must be something that is targeted to a specific group of people.

(So that not just anyone can walk in and get it).

So, if you’re giving away “free”… and struggling to make even that work, just stop.

It comes off as desperate.

(And, needy).

Start applying REAL terms, conditions and restrictions to any “free offers” that you make, or better yet, rid your self of “free” completely.

Replace “free sessions” with “information”.

Because sending out “information” (to help people make a better, more educated and more informed decision) forces people to see the true value in what you do – meaning, you can charge the maximum value for it.

How can you do that?

Simple.

Get your own *automated marketing follow up system*.

Having a marketing system is the opposite of needy.

And, the opposite of what most pt’s do.

Want some help to create one?

We can do it together on a Strategy Call.

Info, here:

– 45 Minute Marketing Strategy Call For PT Clinic Owners >>>

Fill out the form and we’ll arrange to get on Skype in the next few days.

Paul Gough.

===

Note to physical therapist looking for marketing ideas…

Sign up to Pauls email list and get Marketing ideas and strategies for your pt clinic sent to you by email:

Click Here to Subscribe to Paul’s Marketing Tips Email List >>>

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.
Want more referrals from direct access at your physical therapy clinic? Download PDF now