Heard this from a PT just yesterday:
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“I can’t seem to get them to attend all of the sessions that they need.
I especially have a hard time getting them to “9” – they always say they’ll just do “6” for now and see how it goes – I have to compromise even though it’s in their best interests that I see them 9 times”.
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Common issue I suspect…
I talk regularly about the need to “market solutions to problems”…
…not market “PT” services.
And, I also talk about the need for PT’s to get out of the “pain” or “movement” game…
…and join the “transformations club”!
What do I mean by that?
Well, as most PT’s talk aaaaaaaallllll day long about “pain” and or “restoring function”…
…some even brag on it in their marketing or on websites…
…me and my team are talking aaaaaaaalllllll day long about things like “who my patient will become”, AFTER we have gotten rid of their pain AND restored function.
See the difference?
(Read it again).
Here’s the thing…
A lot of patients KNOW that you CAN solve their problem…
…they BELIEVE that you’re skilled and wonderful at what you do.
They just don’t know what life will look like WHEN you’ve done that…
…and they don’t BELIEVE that it’ll happen to them.
And if you can’t help them to do that – they ain’t ever going to be motivated to show up and pay, no matter how many letters before or after your name.
Not so bad if you’re relying upon referrals from doctors all day…
…but it’s catastrophic to communicate about pain and motion if you’re trying to market for direct access patients (who largely, have no clue what a PT even does).
So what’s the solution to this mis-communication issue?
Easy peasy:
Start to talk to patients about ‘who they’ll become’ AFTER your 9 sessions is done…
…talk to them about who they will NO LONGER be (which is right now someone stuck in the house and ageing fast while “pills” rot their stomach)…
…can your skills make a change in their IDENTITY?
What will their friends and family say about them after your 9 sessions of pain relief and movement techniques?
If, right now, they’re being told that they seem to be “slowing down” or are “not themselves anymore” – and AFTER you work your magic they’ll be acknowledged for moving as well as someone 20 years their junior…
…then they’ll attend your 9 sessions!
And they’ll be happy to pay – in cash or out of pocket, even in January.
(And they’ll most likely ASK for more).
Anyhow…
Todays lesson summed up:
Get specific.
“Land the plane”.
Don’t do what most PT’s are doing and keep the plane hovering at 30,000 feet…
…S.P.E.L.L out the TRANSFORMATION in a way that even a 5 year old can relate, and if you do that, you’ll have no problems getting them to “9”.
Do that in your direct access marketing AS WELL…
…and you’ll have no problem getting them IN (through the doors), to get them to “9”.
Want some help to do it?
Sincerely,
Paul Gough
P.S Here’s a REPLAY of a recent Paul Gough Physio Rooms Show where I spoke in-depth about this subject with my staff:
==> Episode 26: Helping People Overcome Resistance To Booking Out PT ! >
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For more PT Business Education like this:
- 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
