Author Archives: Paul Gough

Paul Gough

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.

Physical Therapy Marketing Book: “You Cannot Grow A Clinic Without Lead Generation”

This is an excerpt from Chapter 5 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists, “New Patient Accelerator Method: How I Scaled A Four Location, $1,000,000 + Cash Pay Clinic – In A Place Where Health Care Is Free (…And, In One Of The Poorest Parts Of The Country)

“For all the reasons mentioned in chapter 1, you cannot grow a business without predictable lead generation. And you cannot make lead generation work without a follow-up system that takes your potential patient on a journey that leads to him to making a decision to buy from you. Lead generation marketing is about attracting qualified leads. It is not about asking people to book now. It is about starting a relationship with someone who has a problem you can solve, and it’s about educating them on how you can help them solve their problem.

The follow-up system is about guiding the potential patient along a series of steps so that they become ready to buy. Remember, we are marketing to the people in Group 2, those we identified in chapter 1; those who need what you do, but are just not quite ready to buy from you (yet!). This is the target market with the overwhelming majority, and focusing on this group is the only chance you have of being successful with your marketing. For that reason and more, you need a follow-up system.

The follow-up system bridges the gap between what they know now and what they need to know to confidently book and pay for your services.”

…Continued on page 89.

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.comchoose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

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The Physical Therapy Business School Podcast

Physical Therapy Marketing Book: “Marketing ‘Won’t Work In My Town”

This is an excerpt from Chapter 1 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists, “New Patient Accelerator Method: How I Scaled A Four Location, $1,000,000 + Cash Pay Clinic – In A Place Where Health Care Is Free (…And, In One Of The Poorest Parts Of The Country)

“Here’s the worst bit about a lack of early marketing success: the business owner, still scared from the loss and disappointment of the failed marketing campaign, now concludes that “marketing doesn’t work in my town” or that “marketing doesn’t work for physical therapy clinics”. He is convinced that the only way to grow is to do what everyone else does – market to doctors or wait for referrals from past patients.

With that way of thinking the business owner is now sentenced to a lifetime of perpetual struggle doing what everyone else does, and getting what everyone else gets – a practice struggling to make a profit.

I appreciate that some people are addicted to that struggle – but I assure you, it does not have to be that way. And, if any of that sounds familiar then you are not alone, as this is pretty much the same mistake that I made, and it is how my first two years trying to market my clinic directly to the public looked.

Thankfully though I discovered that marketing does work in my town and it does work for physical therapy clinics – I just needed to change what I was doing and how I was doing it. I needed to change the strategy.

I needed to accept that I couldn’t help anybody and everybody in pain and I needed to get clear on “who” it was I wanted to talk to (my target market). Once I knew that, it made it much easier to change the message in my ad.

I realized that words are powerful, and much like going on a first date, if I talked more about me (than her), I wouldn’t get a second one. The same is true with marketing. The ads have to talk more about them than you and you have to give them a reason to get in touch with you that is more exciting and less risky than the “call now to book an appointment” phrase that was the ruin of nearly every ad I ever ran.”

…Continued on page 14.

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.comchoose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

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The Physical Therapy Business School Podcast
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Marketing Book For Physical Therapists: “Why You Don’t Get As Many Referrals As You’d Like”

This is an excerpt from Chapter 9 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists, “New Patient Accelerator Method: How I Scaled A Four Location, $1,000,000 + Cash Pay Clinic – In A Place Where Health Care Is Free (…And, In One Of The Poorest Parts Of The Country)

“Giving your patients information to give to their friends’ works because it stops your patients from having to become “salespeople” for you. This is the biggest mistake most clinics make when asking for referrals – they are asking their patients to do the selling for them. Chances are patients are telling their friends about you, but they often say the wrong things (they talk about what happens and not the outcome you deliver).

Have you ever stopped to consider what people say about what we do? Picture the coffee shop conversation where a past patient is telling someone about you. The inevitable question is “what’s it like”, or “what do they do?”, and if your patient starts to say things like “well, you have to take your clothes off”, “he put his elbow in my back right at the point where it hurt”, or “he stretched my leg into a position it has never been in before”, they’re hardly likely to call, are they? Compound that by how much it costs and they’re very unlikely to call no matter how good your past patient’s intentions are.

They are saying the wrong things, which is why so many patients who tell you that they will “tell everyone about you” fail to get them to come and see you. They are simply saying the wrong things. That’s what this system is designed to stop, therefore significantly increasing the likelihood that the potential patient has an accurate understanding of what you really do. If they have a better understanding of what you do they will make better and more confident decisions to hire you.

So, the solution to more referrals from past patients is to give them information that they can pass along for you. The best part is, you already have it (from what you are using in your attraction ads). Now you just need to create a system whereby a patient’s friend, colleague, or family member can get it from you.

Think about what this would mean for your clinic: having someone who booked an appointment at your clinic today refer someone else to you within a few days from now. It is as close to “two for one” as you can get, and it really is an explosive way of growing your business, on autopilot, with as much leverage as possible, making it significantly easier for you to grow profitably.”

…Continues on page 170.

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.comchoose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

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The Physical Therapy Business School Podcast
LinkedIn
YouTube

Marketing Book For Physical Therapists: “The 3 Fundamental Rules Of Direct Marketing Success”

This is an excerpt from Chapter 1 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists, “New Patient Accelerator Method: How I Scaled A Four Location, $1,000,000 + Cash Pay Clinic – In A Place Where Health Care Is Free (…And, In One Of The Poorest Parts Of The Country)

Successful marketing for physical therapy practices follows 3 fundamental rules:

1. You have to be clear on who your perfect patient is

2. You have to say the right things to your perfect patient

3. You have to reach your perfect patient in the places where they are

The usual scenario in most clinics is to decide to run an ad out of necessity because the patient volume is looking low, or even worse, the local newspaper called and offered a discount on a spot in the health feature that weekend. Neither is ideal, and the reason why is because there’s zero thought ever going into the strategy about “who” is being targeted, what “offer” will be made to them, or even if the “media” used is where the ideal target market (perfect patient) is going to be looking.

These are the 3 fundamental rules of direct marketing success and they are all being ignored in favor of a time-sensitive need to fill up the schedule or a looming deadline.

The only thought is to make the ad look aesthetically appealing and obsess over the color, the position of the logo, the font size and type, and have a designer dress it up with some attractive images.

Let me show you an example of what I mean – and YES, this was one of my own from the early days when I was dabbling with my clinic’s marketing:

Fig.3

Having spent all that time designing it the ad now “looks” perfect, the clinic owner is certain it represents his or her “brand identity” perfectly, and he can be sure that when everyone sees the ad, the phone is going to ring off the hook.

Except it doesn’t.

Then what happens next is this: the business owner, still reeling at the loss of the $500 it cost to run the ad, (and the disappointment of being rejected, and heartache of being overlooked), decides that the solution to the marketing issue must be to change the color, change the font, and perhaps make the ad a little bigger, as maybe the reason that no one called was that no one noticed it?

So the new, bigger, more visually appealing ad runs. The business owner is even more convinced that they’ve got the “look and feel” of the ad right, and he is beyond certain that this time the phone will ring off the hook.

Except it doesn’t.

There’s rarely an attempt at ad number 3. Instead, what happens next is to blame the marketing itself (to cover up the business owners inept marketing skill) and a retreat back into the comfort zone of the old-fashioned methods of marketing (to doctors or past patients) that didn’t work back then, but now, because the direct marketing isn’t working either, appears to be the only option.”

…Continued on page 13.

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.comchoose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

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The Physical Therapy Business School Podcast
LinkedIn
YouTube

Physical Therapy Marketing Book: “Patient Attraction Strategy #2: Facebook”

This is an excerpt from Chapter 7 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists, “New Patient Accelerator Method: How I Scaled A Four Location, $1,000,000 + Cash Pay Clinic – In A Place Where Health Care Is Free (…And, In One Of The Poorest Parts Of The Country)

…”Let’s move from “offline” to “online”. Facebook advertising is something that I’ve been doing at my practice since the day it became an option, back in 2013.

I’ve since spent in excess of $100,000 on Facebook – and that’s because it works! It is a platform that is difficult to hide from and I don’t know many if any, niches or perfect patients that you wouldn’t be able to find from advertising on Facebook. It’s great for getting leads and raising general awareness of who you are and what you can to do help people.

I primarily use Facebook ads to get leads and build my celebrity status and authority. It is not about selling things or asking people to commit to appointments. It is not about asking for likes or even worrying over things getting shared. It is all about positioning yourself and getting leads that will go through your Nurture System (discussed in chapter 10).

To be clear, what we are talking about here is Facebook’s paid for ad platform. It is NOT about posting status updates and images. It is about paying for your ads to be seen by the people in your target market. And that is what makes Facebook so special and unique. Facebook’s ad platform allows for great targeting so it is very easy to find your perfect patient – you could easily find guys in their 30’s who like to do CrossFit, or ladies in their 50’s who want to be active and enjoy yoga.

If you are in the postnatal back pain or pelvic floor niche, you could very easily find ladies who have just given birth or are about to. You could even talk to middle-aged children who are worried about their elderly parents falling. For all those reasons, Facebook cannot be ignored. I have mainly targeted ladies in their 50’s and above. This allows me to write the message in the ad specifically for that person who are living with a certain type of problem (…an example of one of my best Facebook ads is in your resource kit www.paulgough/resource).

…Continued on page 128.

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.comchoose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

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The Physical Therapy Business School Podcast
LinkedIn
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Marketing Book For Physical Therapists: “Clearing Up The ‘BS’ About Why It’s ‘Wrong’ To Market In Healthcare”

This is an excerpt from Chapter 3 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists, “New Patient Accelerator Method: How I Scaled A Four Location, $1,000,000 + Cash Pay Clinic – In A Place Where Health Care Is Free (…And, In One Of The Poorest Parts Of The Country)

“…It makes me laugh when I hear some people in our profession say that healthcare professionals “should not be marketing”, or that “it is wrong to market to patients in pain”. Anyone suggesting this is being ignorant and arrogant as to how marketing actually works.

They live closed off from ever discovering how valuable proper marketing can be in enhancing the relationship you have with your patients. What’s more, these people have completely misunderstood how people really need to be helped (at the point of decision), neither do they understand what marketing actually is.

Clinicians often see marketing as “bad” simply because they think it detracts from the superior skill set (that they think they have); they’ve been brain-washed into thinking that skill set is all that’s required. Their self-worth is often tied to their own perceived level of skill and heaven forbid anyone comes along and is more successful simply by having a better website or marketing message.

The person who thinks that “marketing is wrong” is usually the one who is more concerned about credentials and qualifications (ego!). His head is stuck too far up his own “ass” to ever get it out and see that marketing’s only job is to ensure that those skills, and those credentials, are actually utilized. In that respect, and if you are clinically skilled, marketing is your best friend. And you should be embracing it as the vehicle that is going to put you in front of more people who you can help.

I don’t know about you, but I am in business to help people, and over the years I’ve realized that the only way that I can help people is if they actually know I exist. I know a lot of clinicians with a lot of skills who will not market themselves and as a result, have empty schedules and equally empty bank balances. Do not copy their ignorant ways of thinking about marketing. The fact remains that the company with the best marketing always wins. Besides, all those companies that you consider to be great – how did you hear about them in the first place?…”

…Continued on page 52.

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.comchoose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

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Twitter
The Physical Therapy Business School Podcast
LinkedIn
YouTube

Physical Therapy Marketing Book: “The Morning Madness Of A Typical Clinic”

This is an excerpt from Chapter 2 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists, “New Patient Accelerator Method: How I Scaled A Four Location, $1,000,000 + Cash Pay Clinic – In A Place Where Health Care Is Free (…And, In One Of The Poorest Parts Of The Country)

“Think about a typical day in a typical clinic likes ours; the phone, if it is going to ring at all, will usually ring early on in the morning. Typically, the callers will be patients who decided the previous day or night that they need to call and finally make an appointment. By midday, the early morning “mad-rush” for appointments is over and the rest of the day is for processing invoices or catching up on paperwork, etc.

Not in my office. When the morning rush is over and people have stopped calling “in”, my staff are calling “out”. They are talking to leads. We are affecting the day actively. We are making a difference on bad days, always limiting the baron spells that so many clinic owners believe they have to accept as though it is somehow normal.

If there is anything that you take away from this book, it should be the importance of turning your business from one that is passive and waiting for the phone to ring (always relying on doctors or word of mouth), to one that is pro-active and able to make outbound calls, booking people in if and when it goes quiet.

If you are always waiting for the phone to ring and it doesn’t, and you have no pipeline to go-to to make a bad day great, then your clinic will always be stuck in the “boom and bust” scenario that we spoke about earlier in the book. I do not like the thought that my clinic’s profit, and my ability to pay my mortgage, are at the mercy of whether or not someone may or may not talk about me today. It is a very vulnerable place to be in as a business owner. It’s much better to have leads in a pipeline, ones you can go to and talk to if, and when, your phones go quiet.”

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.comchoose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

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The Physical Therapy Business School Podcast
LinkedIn
YouTube

Marketing Book For Physical Therapists: “How I Became The Recognized, Trusted, Authority Figure In My Town!”

This is an excerpt from Chapter 2 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists, “New Patient Accelerator Method: How I Scaled A Four Location, $1,000,000 + Cash Pay Clinic – In A Place Where Health Care Is Free (…And, In One Of The Poorest Parts Of The Country)

“The impact that this marketing strategy has had upon my life has reached well beyond just a better, more financially solid business. Not long after I started this type of marketing, I was approached by two local newspapers who asked me to be a weekly health expert in their publication.

Education based marketing is all about giving value and providing people with helpful information about how to make good decisions about their health. And so, when I was writing the ads to promote my clinic, the editors of the local newspapers liked what they saw. The style of the ads (which I’ll teach you in chapter 8, “The Attraction System”), caught the attention of the editors, and two of them approached me and asked me to write weekly newspaper columns on the topic of health.

Ever since then I’ve written weekly newspaper columns in two of the big newspapers in my area (*I have provided an example of these newspaper columns in your resource pack that accompanies this book – get them at www.paulgough.com/resource). This provided, and still provides, free awareness of my clinic, and it also gave me the added bonus of positioning myself as the trusted authority – almost celebrity – healthcare expert in the North East. Imagine how easy it is to attract patients and raise your rates when you have this going on.

That awareness did this for me, and it can do the same for you.”

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.comchoose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

Facebook
Instagram
Twitter
The Physical Therapy Business School Podcast
LinkedIn
YouTube

Physical Therapy Marketing Book: “Generalists Go Broke – Specialists Get Rich!”

 

This is an excerpt from Chapter 6 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists, “New Patient Accelerator Method: How I Scaled A Four Location, $1,000,000 + Cash Pay Clinic – In A Place Where Health Care Is Free (…And, In One Of The Poorest Parts Of The Country)

“One of the reasons that physical therapists struggle to charge higher prices than say, personal trainers, (or even hairdressers in some instances), is because we graduate as generalists. We have been taught to do a “little bit of everything”, and as a result, never really specialize in anything. And that is a problem because specialists are who people seek and ultimately, spend the most money with. Generalists try to help everyone – and get tired and go broke.

Specialists narrow down to a specific target market, they charge more money to provide that specialist service, and as a result, they get rich! What do you want to spend your career doing?

When you get clear on your ideal patient you start the process of becoming a specialist, and because you can start to talk about their specific problems, in the eyes of that perfect patient you are becoming “everything” (rather than a little bit of something to everyone).

At first, it might seem counter-intuitive that you are going to choose to ignore some people and instead focus on a small pocket of people, but what needs to be understood is that if people can’t find themselves in the ad or the marketing message you are putting out, they will ignore it. And that’s a problem because without getting their attention they are not going to take action, and if they don’t take action they will not come and see you.

Sure, there might be 5000 people seeing your ad on Facebook, but if it isn’t talking to someone with a specific problem, and isn’t showing how you can solve it, then no one is noticing it.”

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.comchoose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

Facebook
Instagram
Twitter
The Physical Therapy Business School Podcast
LinkedIn
YouTube

Physical Therapy Marketing Book: “The Most Profitable Move I Made In Business”

This is an excerpt from Chapter 4 of my new, Amazon No.1 Best Selling Marketing book for Physical Therapists, “New Patient Accelerator Method: How I Scaled A Four Location, $1,000,000 + Cash Pay Clinic – In A Place Where Health Care Is Free (…And, In One Of The Poorest Parts Of The Country)

“Switching my clinic’s marketing to focus on cash pay patients was liberating for me – to exit the insurance system was easily the smartest and most profitable decision I ever made. I would recommend it to anyone.

However, if you are mostly an insurance-based clinic as you read this, I am NOT suggesting that you immediately end all of the contracts you have with insurance companies. That would be reckless. However, what I am suggesting is that you give at least some thought to the impact that it would have on your business profits if you dropped 20% of the worst payers and replaced $85 reimbursements, (that take weeks to arrive in your bank) with $250 “fee for service” cash pay patients instead who either pay upfront or as they go.

I’ve got Accelerator Method students all over the USA who have done exactly that. Let me introduce you to one of them, Kim Gladfelter of Physio-Fit in San Jose, Ca. Kim’s average reimbursement from the insurance companies was something like $85, and her running costs were something like $82 per hour. It was almost impossible for Kim to sustain running a business on margins so thin. Twelve months after implementing the Accelerator system in her practice, she had dropped many of those crappy insurance companies and swapped $85 reimbursements with cash-pay rates closer to $200 per visit. Not only is Kim significantly more profitable, her practice is seeing fewer patients and she also has a much better cash flow. Win-win.

Now, here’s a key point: it is important to have both profit and cash flow if you want to grow a sustainable business. I know a lot of insurance-based clinics who are “profitable” on paper but never have any money. They are spending it on expenses faster than they are getting paid, living month to month hoping that the big check will arrive on time, sweating that all claims will get approved. All it takes is one screw up by the billing company you hired and you are in the hole, struggling to pay the wages at the end of the month. All of those problems disappear when you are getting paid at the time of service, or even better when you’re paid up front for a 10-session plan of care.

When it comes to building a physical therapy clinic, cash really is “king”.”

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.comchoose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

Facebook
Instagram
Twitter
The Physical Therapy Business School Podcast
LinkedIn
YouTube

3 Things I Learned From Dan Kennedy This Week (PLUS, “Hello Montreal”!)

So I just wrapped up a great couple of days working with my own business coach – Dan Kennedy (of GKIC)…

I am part of his top-tier coaching program and over the last two days I’ve been in a room with 11 other business owners from all over the world.

As I sit here in the bar (of the Crowne Plaza Hotel, South-Independence, Cleveland, Ohio) and write this note to you I thought it would be nice to share with you my “take-aways” from this event.

Here goes:

The two days has been incredible – I come to this event looking for the one thing that will add significant revenue to both of my businesses – and I found it on day-one.

One of the big things that I think I could share with you from working with Dan is this:

…be careful of modifying your service just to satisfy the people who are looking for the cheapest option…

 …instead, ask yourself, how will that affect your service and what you are able to deliver to your highest value clients?”

Look at that question again…

It is very powerful…

It basically sums up what so many Physical Therapists are doing right now which is “pandering” to the “low-price” crowd, or accepting a pittance from the insurance company-dorks who want to pay you the least amount possible (so they can make the most possible)…

…that makes it impossible to run a business (in the way that the people who value a better service – would be happy to pay more for).

I attend business masterminds all over the world – always have – always will – because it gives me so much clarity, power and knowledge as to how to run my businesses more profitably.

I get to learn from so many business owners, from different industries and different parts of the world so that my “world view” on business (and how it operates) is shaped by FACT – not story.

It gives me a distinct advantage over my competition who are most often running on “gut” or “emotion” when it comes to things like “prices” or thinking that they have to accept crap from insurance companies.

Here’s my ultimate take-away lesson for you: 

No matter where I go (or who I am in a room with), after all is said and done, almost all business owners are STOPPED by these three things:

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1. Most business owners are too cheap – they SERIOUSLY lack the ability to price and sell their services at the price point they should be

2. Most business owners DO NO BELIEVE IN THEMSELVES – they are isolated, lack skills and confidence needed to make big, bold decisions (like raise rates) and as a result, eat crap for most of the entirety of their business life

3. The only REAL differentiation between you and your competition is YOU and YOUR story – and yet most are too afraid to tell it.

Instead, business owners in our profession find it easier to hide behind the “safe-haven” of credentials and experience (even though every one else has both) and often just because they are afraid of what their “peers” will say.

(Those same peers who are likely to be struggling MORE…)

My point here is this…

Everyone who ever started a business is living with one, of if not ALL of those three things…

If your business is struggling right now it is not because you are not “skilled enough” or “good enough” at what you do clinically…

It is 100% because you are isolated from what IS WORKING now, what is working for others like you – and what has worked for others like you for years…

Whatever town you are in, whatever business model you are in, if you can not charge the right price, you do not believe in yourself (that success is possible) and you do not know how to use your marketing to tell your unique story – then you will always struggle…

One of the reasons I recreated our new “Cash Club” community was to solve all of these three problems for you…

– Cash Club: Get $10,000 worth of Marketing Ideas Delivered Too Your Clinic Every 30 Days 

If you are not charging what you know you should be…

…if you are not as confident about making business decisions as you know you could be…

…and if you are stuck for marketing ideas and how to tell your story to the people who will value you (at the price you set), then the “Cash Is King” publication and coaching CD is perfect for you.

The next edition is soon to go to the printers – and if you want to join my “Cash Club” so we can help you solve all of these problems, then take up the $1 free trial and watch what being part of my amazing community of the worlds best PT’s will do for you…

Cash Club: Get $10,000 worth of Marketing Ideas Delivered Too Your Clinic Every 30 Days 

Sincerely,

Paul Gough

MORE RESOURCES ON THIS TOPIC:

Click here to watch The Paul Gough Physio Rooms Show EP:045 – Re-setting Patient Expectations In The First Session

Click here to listen to Episode 34 of the Physical Therapy Business School Podcast – What’s Going Wrong? (6 Causes of a Poor Performing Physical Therapy Business)

When you listen to the podcast, be sure to subscribe on iTunes so you can listen in on the go, when you don’t have wi-fi, or don’t want to eat up your data,

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For more PT Business Education Material:

Click here to subscribe to my email list and I’ll send you more Physical Therapy Business Education >>>

 

Making Money And Keeping Money

So I’ve just wrapped up an incredible two days of learning with Britain’s best Physical Therapy Business Owners:

(Scene from the UK Profits workshop ^^^)

You can find out more about the next live event that I am hosting when you click here.

Here’s why you might want to come:

There’s a big difference between the skills needed to make money – and keep money.

And,

There’s a big difference between the skills needed to solve problems – and the skills needed to avoid problems.

Which one are you happy to live without?

Think about it:

Most business owners are very good at fixing problems in their business.

They have to be.

Why?

Because they get so many of them!

(Could it be that is also the reason so many business owners are tired?)

Maybe that’s why most businesses hit a flat-line – and invisible ceiling that they just cannot seem to push through because no matter what their effort…

…they are only ever re-balancing the equilibrium and never actually taking a true foot forward?

Can you relate?

In my next workshop event I will be teaching a small group of business owners how to plan and budget and create a 12 Month Marketing Plan so that they can avoid having to constantly feel like they are just “winging it” or “chucking stuff at the wall” to see what will stick when it comes to your marketing.

Marketing – which costs money.

Which means that every time you put any of it up, you risk losing it.

Better to have a plan and framework to work from for the next twelve months so that you have a great shot of a return on that investment, don’t you think??

If so, and avoiding crisis’s in your business (rather than fixing them) appeals to you, come work with me in a city near you this year.

Full details here:

Paul Gough’s 3-Day Marketing Plan Workshop: More Cash More Profits

Sincerely

Paul Gough

P.S Imagine for a second a football match without the goal posts:

It’d become a bunch of people kicking a ball around a field without knowing the outcome of who’d won or lost…

Well, for many business owners that’s exactly what they’re doing when it comes to their Marketing and is why so many try and fail at it (and lose so much money).

Paul Gough’s 3-Day Marketing Plan Workshop: More Cash More Profits

Here are the specifics on the outcomes that you’ll get:

* Guidance and knowledge to develop a specific marketing plan in order to reach your 2018 growth goals for the next 12 months…

* Detailed 12 Month Marketing Plan to follow from every day, week, month and quarter…

* A new Marketing message that will attract more cash-pay patients

* An understanding – guidelines – of how much to spend on each media such as Facebook and Google or Newspapers and what figure is more than you should be spending…

* The skill-set to be able to develop a solid and strategic yearly, quarterly and monthly marketing plan…

* And more…

Apply here:

Paul Gough’s 3-Day Marketing Plan Workshop: More Cash More Profits

MORE RESOURCES ON THIS TOPIC:

Click here to watch The Paul Gough Physio Rooms Show EP:035 – Even If They Don’t Ask For It – Tell Them About It > 

Click here to listen to Audio Experience EP:010: Healthcare Consumerism: Why It’s Great News For Small PT Clinics Trying To Get BIG! >

When you listen to the podcast, be sure to subscribe on iTunes so you can listen in on the go, when you don’t have wi-fi, or don’t want to eat up your data,

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For more PT Business Education Material:

Click here to subscribe to my email list and I’ll send you more Physical Therapy Business Education >>>

Give Me The Bad News Please

Join Paul Gough’s Next 3 Day Marketing Plan Workshop: More Cash, More Profits 2018

“Give me the news – even the bad news…

…just don’t let me read about it IN the news!”

It’s a quote that I told my staff at my physio clinics annual planning event recently…

What does it mean?

It means that I want my team to tell me how my clinic is doing – even if it is bad – before I find out about it the hard way.

What is the hard way?

Finding out months after I would have had a chance to solve whatever the problem was.

Think about it…

Most business owners find out the bad news – that their clinic did not produce as much profit in the last 12 months as was expected – usually, and often only when they sit in front of their accountant after the year is over.

What can you do about it then?

The answer is nothing.

The solution?

To figure out where the GAP is in real time and correct it before you sit in front of the accountant and he or she gives you the bad news.

How do you do that?

You create a Plan.

A Marketing Plan that gives you a detailed route to the goals and targets that you need to achieve on a weekly and monthly basis in order for you to hit your yearly goals…

It means that you can look at the Plan and find out how you are doing in comparison with how well you said you would do – and how well you need to be doing – and try to bridge the gap!

Having a Plan is the only way to ensure that you give your self the best shot at achieving your clinic’s financial goals this next 12 months…

This year I’m holding my Profits Workshop where you can work with me on creating a detailed 12 Month Marketing Plan that will allow you to get the news – good or bad – before it becomes the news and it’s too late to do anything about it.

Your success in 2018 will come down to how well you can bridge the gap between where you currently are – and where you need to be – in the necessary period of time…

It’s too late once the year is over to be told that you were $50k down, again…

Better to know in real time so that you can adjust your activities in real time and for once, finish $50k up!

There’s no great mystery to business success – just the commitment to actually putting yourself in a position to affect the results before they hit the accountants desk…

If you want to put your self in that position come and work with me and learn how to create a 12 month Marketing Plan for your clinic.

Full details here:

Paul Gough’s 3-Day Marketing Plan Workshop: More Cash, More Profits 2018

Click the page and then complete the Application form and you and I can talk on the phone to confirm that this is right for you.

Seats are going – going – going fast…

Seems like every time I send an email another one is taken…

Go here to complete your Application:

Paul Gough’s 3-Day Marketing Plan Workshop: More Cash, More Profits 2018

Sincerely,

Paul Gough

 

MORE RESOURCES ON THIS TOPIC:

Click here to watch The Paul Gough Physio Rooms Show EP:031 – Why So Many Physios Are Failing In Private Practice >

Click here to listen to Audio Experience EP:012: Risking A Large Side Of The Upside >

When you listen to the podcast, be sure to subscribe on iTunes so you can listen in on the go, when you don’t have wi-fi, or don’t want to eat up your data,

For more PT Business Education Material:

Click here to subscribe to my email list and I’ll send you more Physical Therapy Business Education >>>

Where Are You Getting Distracted?

“Simplify to multiply”

It is a great quote that I heard from a business mentor of mine recently…

“What does it mean?”

It means that the chances of you being successful – of multiplying your sales, profits or cash in the bank – are increased significantly when you keep things simple.

Right now you can easily get distracted with all of the many options that are being put in front of you to help you hit your goals.

(Shiny penny syndrome, I think they call it).

I would like to propose the most simple option you have got:

“Stick to the plan”.

Every day that I come to work I look at my 12-month plan…

Then I look at my plan for the quarter…

And then I look at my plan for the Month…

And I make sure that the only work that I am doing that DAY – will take me towards the outcomes I have established in the documents above.

Simple stuff.

Here’s another important point:

“There’s a big difference between
common sense – and common practice”.

Everyone knows what they should be doing – but doing it is another thing altogether.

One more:

“In theory – there’s no difference between theory and practice.
But in practice, there is”.

As I look ahead to 2018 I am guided by a 12-month plan…

NOT just a glorified word document with a few bullets of things that I say I want to achieve…

…a Plan that clearly shows me the target, the critical drivers that will guide me toward that target – and an understanding of the activities that will need to happen – and by who – to help me hit the goal.

I can not get lost.

I can not get distracted.

I know precisely what I need to be doing – on what day, in that month, to keep me on track.

As a result – my chances of success are significantly increased…

My Marketing plan includes details on how much I will need to spend, on what media (Facebook etc), how many leads I need to acquire and precisely how to make each line item on the plan work.

It is broken down into daily, weekly, monthly and yearly goals that show me – ahead of time – if we are on track to hit the goals and if we are not, gives me a chance of doing something about it BEFORE the end of the year is up and it is too late.

When you think about it – you significantly increase your chances of success in 2018 if you simply give yourself the CHANCE to correct the problems BEFORE the end of the year…

Having a Plan – a Marketing Plan – lets you know how you are doing in real time so that you can adjust in play…

If you can’t get patients through the door – you can’t make a profit.

In that respect – there is nothing more important for a PT business to have than a plan to stick to.

I am going to be working with 10 business owners in New Orleans next month to show you precisely how to create a Marketing Plan for your business to let you do this…

Paul Gough’s 3-Day Marketing Plan Workshop: Feb 23,24,25 2018. New Orleans (5 Seats left)

If you want some help to create a Marketing Plan for your business – it takes me 3 days to show you – and we’ll be doing it on Feb 23, 24, 25th of Feb 2018.

Your application is invited.

The details are here – and it is by application only:

Paul Gough’s 3-Day Marketing Plan Workshop: Feb 23,24,25 2018. New Orleans (5 Seats left)

The reason it is by application only?

So you cannot make a mistake in enrolling.

You and I will have a conversation about what you are expecting from this event – and I’ll tell you if it is right for you and what you want to achieve…

Details here – 5 spaces left:

Paul Gough’s 3-Day Marketing Plan Workshop: Feb 23,24,25 2018. New Orleans (5 Seats left)

Sincerely,

Paul Gough

MORE RESOURCES ON THIS TOPIC:

Click here to watch The Paul Gough Physio Rooms Show EP:031 – Why So Many Physios Are Failing In Private Practice >

Click here to listen to Audio Experience EP:012: Risking A Large Side Of The Upside >

When you listen to the podcast, be sure to subscribe on iTunes so you can listen in on the go, when you don’t have wi-fi, or don’t want to eat up your data,

For more PT Business Education Material:

Click here to subscribe to my email list and I’ll send you more Physical Therapy Business Education >>>

Day 1: London > Chicago > Cleveland > NYC > Orlando > San Diego

So I am on the road again…

It is Day “1” of my ”51” day Fall Tour that is taking me via London to 6 different cities – first Central, then East and West Coast of the US.

I love Day 1 of these Tours.

A little sad to be without the kids for the first 6 days – but at the same time, I am loaded with anticipation for what is ahead…

I keep thinking:

Who will I meet?

What will I see?

And most importantly, what will I learn?

I sit here in the Renaissance Hotel, Downtown Cleveland – having flown in this morning on a short – but rather “turbulent” – flight from Chicago, with United…

It is the eve of a 3-Day Marketing Event that I am a guest at and I am loaded with anticipation of what I might learn – that could help me improve my business (and yours, indirectly).

But even before I attend the “official” event – I’ve already learned something…

Yesterday, I turned the seat (61-K) – on the “9” hour flight to O’Hare Airport into a classroom…

In one ear – I had my audio books playing – and in the other hand, my monthly subscription business success magazines that I scan through looking for any gem that I can find.

Want me to share one with you?

Ok, here goes – write this one down:

“People do NOT want the thing that you are “selling”…

(…i.e., the “PT”).

“What they want, is the WAY OF LIFE THAT IT GIVES them”.

(101 Sales and Marketing).

They want independence, freedom, mobility and increased activity free from pills and worry…

Why then, do so many PT’s resort to things like “credentials”, “experience”, “qualifications” and “treatment techniques” when trying to answer the no.1 burning question that every customer of any business needs answering:

“Why should I do business with you?”

Is it because we have never been shown how to “sell”? – Most likely.

Here’s the major learning:

If you know how to communicate with people in a way that resonates with the life that they want – AFTER they have consumed your service – then you really do have the keys to the proverbial “Vault”…

Better said:

If one of your biggest challenges is converting people who ask “do you take my insurance?” – when you don’t…

Then this little gem should assist you as handling that particular question requires a little deeper skill-set than just telling them:

“No, BUT……. ” – and hoping for the best!

Speaking of converting more cash-pay patients…

Here’s an aptly themed training replay for you to watch, simply titled:

“How To Get Better At Selling”

Click here to Watch Your Webinar Training Replay On How To Improve Cash Conversions

I’ll leave it to your imagination as to what you will learn – and what might happen if you do indeed, get better at selling…

I’ll end by saying that if you can truly master the art of “selling” the life that people will get after they visit you…

..before they visit you…

…there really won’t be anything to worry about next time that damned-inconvenient question, “do you take my insurance?” comes your way.

Watch your replay here.

Have a great day.

Sincerely,

Paul Gough

P.S Want to come to Sales Bootcamp in December?

If you want more than a 90-minute online training – and you’d like to go all in with me to learn what is really involved in creating a successful Sales and Conversion System – perfect for the Cash-Pay setting – then you need come and work with me in San Diego, in December.

We can give it to you – inside 2 days.

Full details here:

www.ptprofitacademy.com/sales