The “Wheel Of Engagement” – In Action

Comes a comment early this morning in my Facebook community following this weekends Mastermind Event:


“Yesterday we converted a lead (at our NEW $185 price point) who found us through Facebook. Totally cold lead.

She saw one of the videos we put out, submitted an inquiry on our website and we got her in for a discovery.

She came in yesterday and said: “I recognize you guys from all your Facebook videos”….she also said I was following her all over the internet haha (Remarketing).

We also got our first Discovery session from the live chat box on our website yesterday too!

Really cool seeing all of this come together. You’re the man Paul Gough!”

– Mike Wehrhahn, Next Level PT, Yardville, New Jersey.


What is the Wheel of Engagement??…

It’s the way in which you interact with
the same person more than once –
across multiple platforms.

It’s also the only way that you can realistically expect to be successful with direct marketing in 2017 (and beyond).

Let me explain more:

So in times gone by it was all about ONE newspaper ad…

ONE postcard…

ONE Facebook Ad…

ONE set of Google ads…

And so on and so on.

And you would judge the success of the ad – pretty quickly based upon how many people saw that exact ad…

“Dan Kennedy” and others told us to use call tracking numbers or links clicked on webpages that would allow you to track the success of the ad so that you could run it again – or can it!

These days??

One off ads are almost dead in the water!

Take a look at Mike’s new lead from Facebook…

Multiple videos watched on Facebook…

Over to the Website to fill out a form and make an Inquiry…


She’d been seeing his remarketing ads all across the internet which 100% confirmed him as the expert she needed to see.

The result?

A brand new patient at a much higher price point than when running the “one off style ads”…

For context:

Mike was charging just $130 per session before his entrance in my Mastermind Program…

All of those touch points COMBINED is why he doesn’t get resistance at a price point WAY HIGHER than the average fee charged by most PTs…

Familiarity breeds trust – and when you have trust, it’s very easy for people to say YES!

And there’s something interesting…

The “price” that most PTs charge these days is round about the “average” of what everyone else charges in town…

…and yet they claim to provide a better than the rest type of service.

I don’t know about you – but I don’t know many businesses that are able to provide a better service than anyone else in town while charging the same fees.

Could that be why so many businesses go bust???



Guess what…

All of the “wheel of engagement” stuff was first discussed at my “More Patients, More Profits 2017”, 3-Day Marketing Workshop.

If you want to get a 12 month Marketing Plan for you clinic – PLUS, learn how to make this wheel of engagement work for you…

…and, as a result, sky-rocket your fees from Average – to top 1%…

…then this is the place to come:

3-Day Marketing Workshop: More Patients, More Profits 2017 >

There’ll be just “10” of us in the room – and you’ll leave with a brand new marketing message, a 30, 90 and 12 month Marketing Plan…

…and, know exactly how to use all of the Platforms used by Mike to bring in new patients from out of the blue – happy to pay $185 in cash!

Details here:

3-Day Marketing Workshop: More Patients, More Profits 2017 >

Application only.


Paul Gough


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:04: Why You Should Never Ask Your Patients “IF” They Have Any Questions >

Be sure to subscribe to the podcast on iTunes and the show on Youtube, to keep up with the pack!


For more PT Business Education Material:

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

Why You Should Never Be “Selling Yourself” As A PT

So I spent the weekend hosting a “Q2 Mastermind Event” here in San Diego…

…39 of the worlds greatest Business Owners gathered together to discover what is truly possible for their business.

What is the purpose of a Mastermind Event – as I see it??

“To become AWARE of the things that
you don’t even know that are currently
holding you back from being successful in your business –
and THEN know what action to take once you do (become aware)”.

It’s also about being part of a likeminded community – here’s how day 1 ended:

That’s us all at the drinks reception – my boy “Harry” included – all yapping about what had been covered in the day.

One of the main topics we discussed?

The idea that you “have to sell yourself” to patients, if you want their custom at your clinic.

The reality of that statement?

Complete “BS”!

It comes wth the FALSE belief that people make decisions on things like your “skills”, how many CEU’s you’ve accrued, how many years “experience” you have, how many awards you’ve won and so on and so on.

Now a lot of people will push back at this statement…

But, and to give it some context – when was the last time you got on an Aeroplane and asked the Pilot how many flights he’s flown, how many hours in the flight simulator he’s had, when his last training weekend was – or even, when was the last time he’s actually flown this path you’re going on.

No body does that – and even if they do – there wouldn’t be enough to run a profitable airline.

How do we choose an Airline?

On the final DESTINATION.

We pick the place we want to go – we find the Airline that seems to be able to fit our needs best – and book it.

That’s it.

And so it is with PT…

Their decision to choose a PT (in the free market of direct access) is based upon their PERCEPTION of whether or not you can get them to their final destination (golf, cross-fit etc).

The easiest way to change their perception?

Talk about THEM.

(If the conversation is about you – you loose).

So when it comes to “selling yourself” – lets turn it on its head…

…and make the “selling conversation” about them and the DESTINATION that they – the people you serve – want to get to.

Do that, and watch how little energy you’ll ever have to use in selling yourself.


There’s more on this topic on this Facebook Live that I recorded live at last nights Drinks reception:

Press Play: Why You Don’t Need To Sell Your Self As a PT!

Please pay close attention to the amazing community of PTs (and Chiropractors) behind me…

…it’s a special group and every one of them is working with me to learn how to build a business that that is successful with OR without them!

Enjoy the video.


Paul Gough

P.S Do we need to talk about your clinics Marketing Plan?

Do you have one?:

3-Day Marketing Workshop: “More Patients, More Profits 2017” >

A lot of PTs fail at Marketing simply because they run “one off ads“… know the kind, where you risk it all by putting $500 into an ad and then you sit and wait – and wait – and wait – for the phone to ring…

…and you’re judging your entire Marketing success on this one ad.

You need to plan your Marketing 30, 90 and up to 12 months in advance.

If you want to work with me to have a Marketing Plan created for you – in less than 72 hours – then come and join me, and click below to see when I’m in a city near you:

3-Day Marketing Workshop: “More Patients, More Profits 2017”. Alexandria, VA, May 20-22nd > 

We’ll work together in a small room of 9 other PT Business Owners and I’ll make sure that you know how to write a compelling Message/headline for your ads (Facebook, Social Media, Newspaper, Magazine etc), how to select the right PLATFORM…

…and, take you through a 4 hour exercise that will show you how to budget and forecast a 12 month Marketing Plan that’ll work for you year on year.

If you are planning on doing any direct-to-consumer Marketing in 2017 – to get your clinics name and brand out there – it’ll help if you have a Plan.

Come get one from me:

-3-Day Marketing Workshop: “More Patients, More Profits 2017” >


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:04: Why You Should Never Ask Your Patients “IF” They Have Any Questions >

Be sure to subscribe to the podcast on iTunes and the show on Youtube, to keep up with the pack!


For more PT Business Education Material:

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

Using Technology To Cripple The “Mill” PT Clinics…

Greetings from “LA”.

It’s day 30/48 of the tour and here’s something I want to share with you today…

It’s a video that I think you will find interesting – particularly if you are competing against the “Mill” like PT Clinics:

(Press play to watch the video)

It’s my “synopsis” of how small PT clinics should be using new technology to BEAT the big hospital systems.

It’s already received a lot of comments and engagement – it seems to have struck a cord with my community.

If you want to know my thoughts on how you can use things like Facebook, Google Ads, Infusionsoft – and all of the other technology out there – it’s covered on this video.

It’s not about “doing Social Media” – it’s more about using these things to support the patient on the journey they are going on.

Take a watch – it’s all on this video.

I’m doing a lot more Facebook live-casts these days – be sure to add me as a friend or like the Facebook page to see them as they happen.


Paul Gough

P.S Question:

“Do you need a better
Marketing Plan for you clinic?”

If so, I can create one for you inside 3 days at the next “More Patients, More Profits 2017” 3-Day Marketing Workshop.

Click here to find out more:

3 Day Marketing Workshop: More Patients, More Profits >

If your ads aren’t firing..

If your ads are not connecting with the right patients…

If you feel like you’re just “shooting from the hip” or “flying blind” when it comes to creating a Marketing Plan – then you are a perfect fit for this event.

If you are an In-netowrk clinic – and you aren’t getting the referrals…


If you are a cash-based provider – and you have difficulty in converting patients because the “Cash” pay conversation is always a little awkward – then this event is for you.

Details here:

3 Day Marketing Workshop: More Patients, More Profits > 


Click here to find out more about the “More Patients, More Profits 2017” 3 Day Marketing Workshop – and when I’ll be in a city near you!…

Click here to watch The Paul Gough Physio Rooms Show EP:021 Helping Patients Overcome The Resistance To Booking PT >

Click here to listen to Audio Experience EP:03: The Huge Irony Of Marketing To Doctors >

And when you listen to the podcast and show, be sure to subscribe to the podcast on iTunes and the show on Youtube, to be notified of the latest episodes.


For more PT Business Education Material:

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

The Secret Way To Use Facebook To Get Referrals From Past Patients

On this Physical Therapy Profit Academy Tutorial we show you a new way to get more new patients coming to your Physical Therapy clinic – leveraging the great relationship you have with your past patients.

You know your Physical Therapy services are valuable, you’ve spent a lot of time and money building your practice and growing your skills… but it’s a struggle to get new patients walking through the door without relying upon doctors for referrals.

But what if I told you that your EXISTING patients can actually do the work for you?…

What if there was a way to get your past and or existing patients to spread the word about your PT clinic, without having to do anything yourself – and most definitely without having to BEG patients to tell people about you.

Let me tell you how we’re doing it at the Paul Gough Physio Rooms:

Introducing “Facebook Re-Marketing”

Alongside Email Marketing and Google, “Remarketing” on Google and Facebook is the most impactful thing that I’ve ever done for my own clinic the Paul Gough Physio Rooms.

Untitled design-11

How Re-Marketing On Facebook Works?

Well, just like how you can use your website to get new patients to see your clinic adverts everywhere they go on the internet… you can use Facebook to your advantage to follow these people too.

And as well as following NEW prospects who have recently been on your site, you can re-target adverts to past AND existing patients to help build your clinic awareness – taking advantage of ‘social proof’.

 How Do You Build ‘Social Proof’?

It’s easier than you might think… and it’s all thanks to one of Facebook’s little-known features that all business owners should now be making use of.

It’s a “custom audience” feature that lets you create an audience of people who you ALREADY know – that you then show your adverts too.

So lets say for example you have 100 email addresses of past patients, you can upload them into Facebook, and then as soon as that patient logs in, your clinic’s advert will appear right in front of them on their screen.

So now you’ve got your past patients seeing your Facebook advert all day and night.

And here’s the best part…

Happy past patients see your advert – so they start to comment on it.

Your past patients start to build your ‘social proof’ because they’re seeing your advert and commenting on it saying how good you are.

And lets face it – what others say about you, is 1,000 times more believable than what YOU say about you.

So in the eyes of new patients (who have just been on your website), you look and feel like an amazing company that they WANT to do business with.

They are seeing these comments from people who have already used YOU, who are talking about YOU and sharing YOUR advert – making them a hundred times more likely to book.

It’s a strategy that can’t fail, and the most logical step to take when using Facebook Advertising – you’ll get patients coming to you because of the social proof being witnessed, and you’ll get past patients re-activating too because you’re always in front of them.

It’s being ‘top of mind’ and having that ‘social proof’, that will have the most significant impact on your business when it comes to Marketing.

If you’d like to know how to boost your clinic’s profits using simple internet and online strategies, you may wish to look here next:

Screen Shot 2015-09-28 at 11.59.43

It’s a program designed to show you simple ways that you can summon a FLOOD of patients to your clinic by using the internet.

Discover more when you click this link:

– 7 non-tech ways to get more cash clients >

You’ll also have personal access to the most impactful tactics that I’ve used to increase my profits every single day.

Click the link to find out more:

– 7 non-tech ways to get more cash clients >


For more marketing (and sales) ideas like this join Paul’s email list now and we’ll send them directly to your inbox  – Click Here to Subscribe to Paul’s Marketing Tips Email List >>>



Posted on in Facebook

Facebook Marketing: Why Social Media Sucks For Selling Physical Therapy Appointments

Ever ran an advert or promotion on Facebook that didn’t work?

And now think that “social media” flat our just “sucks” for selling your PT services?

Well, it does!


I’ve been saying it for years.

And yet, I make tons of money from advertising on it.


Ok, let me explain —

“A new report by marketing data outfit called “Custora” found that in the last four years, online retailers have quadrupled the rate of customers acquired through email (…using *Lead Generation*) to nearly 7%.

Facebook, over that same period, barely even registered as a way to make sales – and the tiny percentage of people who do connect and buy over Facebook has stayed flat”.

So said the anchor man on “CNN” recently.

News worthy?

Not for me.

Been saying it for years.

That social media is NOT for selling Physical Therapy.

That “likes” don’t pay the rent at the end of the month and no matter how good your “book an appointment today” promotion on Facebook is (…even if it’s free!), if you’re asking people for anything more than their contact details, you’re going to waste your hard earned advertising dollars.

And so it seems “email” – more than ever, is a vital “tool” in your PT marketing kit that you’re going to need to grow your practice.

Thing is, almost all business folks get that wrong, too.

Bad news for them as they waste mucho’ dollars (and time) on trying to get new customers using the wrong strategy.

Good news for me and my “Next Level” Coaching Program guys who are sharpening our “email” writing pencils, combining it with adverts and promotions that actually lead to sales on Facebook… and using the profits we make to re-invest in even more “new patient acquisition”.

(Marketing really is a simple game when you know rules).

So here’s the point:

To stop trying to be “liked” by everybody in your town.

Time to start writing one or two emails… put them into a “system” and pre-ceed those emails with a free “tips” report or something of perceived value to your ideal patients…

And, start building relationships with the many people out there, who are on Facebook, and who are currently suffering with some kind of pain or movement restriction that you can help them overcome.

Aka: “Lead Generation”.

I’ve long since used “Facebook” and email to generate new patients for my own business.

And I had suspected that my competition would catch on.

Have they?

Happily, not yet 😉

The guys in the PT industry who ARE making revenue from Facebook and email combined?…

They’re NOT my competitors.

They maybe yours though.

And they’re inside my “Next Level” group coaching program where I share my knowledge (…even write their emails and free reports for them) as well as reveal secrets and strategies for actually making sales on “social media”.

The cost to join?

Probably a lot less than those newsletters and patient re-activation postcards you keep on mailing each month that fail to bring any significant return on investment.

It’s 2015.

And time to catch up with the NEW ways of acquiring new patients.


That’s it for todays lesson.

If you want to know more about how to get more NP’s from “Facebook”, just let me know by filling out this form and I’ll help you implement the current best strategy:

Show Me How To Get New Patients From Facebook ! >

I’ll “see you in your newsfeed”.


Paul Gough.

P.S 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 >>>

The Facebook Revolution of 2015 – Can Physical Therapy Clinics Cash In Via Direct Access?

So I talk to a lot of PT clinic owners about “Facebook”…

And it’s usually to put them off from obsessing over “likes” and “status updates”.

(Likes are nice, but they don’t pay the bills or the rent)!

Love it or hate it, Facebook is has emerged as a real, credible source of NP’s for PT clinics and is a referral source that should NOT be over looked — especially now that Direct Access is here to take advantage of.

And it’s a great time to take advantage of Facebook…


Because it’s “cheap, cheap, cheap” to get enquires and pick up leads and turn them into new patients of your clinic bringing with them $1200 each time they get hurt!

And it will continue to be that way or about the next 18 months or so as Facebook has a massive inventory and very few business owners who are aware of how to maximise the opportunity that Facebook presents.

One thing to be aware of with Facebook — the rules and system of marketing on this platform change every week, so it’s vital you know what you’re doing.

As the changes come in, I’ll keep you posted.

For now, here are the big trends you should pay attention to if you’re considering advertising your PT clinic on Facebook:

1.) News Feed Sponsored Pages
– The ability to put adverts and messages directly into people’s news feeds.

Here’s an exact advert that I ran on Facebook to target people with neck and shoulder pain who want some help!

FB Ads - Neck Pain (PG)

2.) Targeting – You only pay to reach people in your target market, whether that be defined by geography – say, 12 miles from your clinic, age and or interests. There is no other form of marketing that allows you to reach people with Facebook’s precision in such a cost effective way.

3.) You could serve ads directly to your past patients – Facebook allows you to upload your email list (of past patients), matches it with those who have Facebook accounts, and then allows you to send messages directly just to these people.

Your patients will think you are EVERYWHERE, but actually you are spending very reasonable amounts to reach people who already know, like and trust you.

4.) Video ads – Until the last few months, I agreed with the perceived wisdom of the internet marketing world that direct response mobile advertising does not work so well on Facebook.

The mobile experience in the past has made it tricky to convert Facebook users to paying patients.

That is changing, and one of the big trends of the year will be how to monetise the massive and VERY CHEAP mobile audience.

I also want you to know that your rival competitors are unlikely to be aware of these opportunities.

They are probably not reading this blog post and probably haven’t tried Facebook advertising.

If they have, the complexity of the system probably put them off.

Or they’re just get the “strategy” completely wrong like most people do with EVERY form of marketing they put out.

See, more than anything, it’s the “strategy” and content advice that most people fail on when it comes to Marketing… Facebook included.

An example:

Take this client of mine (who I shall keep nameless, but I bet you know him and his PT clinics)…

Before he joined my coaching group, he was running a promotion on Facebook to get people to click and like his page…

And it worked well…

He got 347 people to like his page in one month.

So far so good.

Except non of them booked an appointment at his clinic.

Enter some advice from us here at the “PT Profit Academy”…

We re-worked his whole strategy from paying for “likes”, to paying for “downloads”…

Downloads of a free report that promises to help people ease back pain.

OF course, we hand picked the audience… 12 miles from his clinic and aged 45-60… and all with clearly defined interests (even income) to suggest that they would fit the profile of his IDEAL patient – one who cares more about his or her health than the money it costs to maintain it…

And so we set about serving messages into their newsfeed with an advert not too dissimilar to that of the one pictured above.

(It helps all my clients MASSIVELY that I actually do everything that I teach… meaning I’m the one who pays for and makes the mistakes first — and only pass on what I know to work to my clients 😉

The result…

After just one week (last week!) we got 7 people to “opt in” and request his Free back pain report.

And by “opt-in”…

…I mean we exchanged his great advice (inside the tips report) for their contact details …name, email, address, as they enter his new follow up system.

And guess what… We already got one person out of these 7 (leads) to immediately converted to a free Evaluation (bringing a value of $1200 to his clinic).

Think of this free evaluation offer as an “up-sell”.

Now what’s great about this is that this PT owner is only spending $10 per day as his budget…and we only started it one week ago!…

So that’s just $70, to get 7 enquiries… and already one has booked in!…

It’s very likely that at least two more of those 7 will schedule consultations at his clinic – thus the cost of acquiring a NP would drop to as little as $25.

That’s why we say Facebook is “CHEAP!”…

And now think about that happening EVERY WEEK at this guy’s clinic.

3 NP’s each week coming in from Facebook… and that’s just from back pain.

Now imagine serving ads to people with NECK PAIN… and KNEE PAIN… or POSTNATAL BACK PAIN … etc etc…

If you picked up 2-3 NP’s from each of these “pockets or people”… you could very easily acquire 10 patients per week from Facebook.

What would that do for you bottom line?


It’s all automated.

We built him a system that is set to “follow up” on these enquiries for MONTHS after they opt in to request the free report…

What does the “follow up system” consist of?

Automated emails, postcards and phone calls that educate the person who requested the free report on why arriving for specialist PT is better than a “generalist free report” or waiting for time, trying pills or risking surgery etc etc.

What’s great about this article is that it will separate owners…

Divide them if you like…

See, some will be sat reading this article and looking for all of the reasons why this will “fail” or why it “won’t work” for them and come out with the usual “B.S”, “blah, blah, blah” nonsense that is typical of most business owners and yet still “whine” about why doctor referrals are drying up or patients not showing up for all their sessions etc etc…

And then there’s the smart ones…

The ones who will look at this and think “what if…”

“What if this strategy could work for ME!”…and want to know more about this type of system and strategy and what it could do in their business.

From this far, I don’t know which you are.

If you’re the latter….

…and you want some help to get more leads, more patients and more sales through Direct Access at your clinic, we’d be happy to talk to you to see if you’re right for us to work together.

Just fill out this application form now for a Strategy Call: >>>

And we’ll talk all about the current “marketing strategy” of your PT clinic and show you how to cash in on Direct Access like so many other PT’s are now doing.

Here’s the link to arrange a call with me personally: >>>

Hope this helps.

Paul Gough