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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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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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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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
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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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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!

Facebook
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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
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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
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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!

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The Physical Therapy Business School Podcast
LinkedIn
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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
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The Internet Has Changed – PLUS Big Announcement About Accelerator LIVE

So we are only a week or so into “Q2” of the financial year…

And in the first 3 months of the year we have witnessed some of the biggest changes EVER t o the way that we acquire our new patients at the Paul Gough Physio Rooms – especially when it comes to using the Internet.

And because of that, I have decided to put together this new Free Report which shows you 3 ways that most successful clinics are NOW – in April 2017 – using the Internet to get new leads and patients for their businesses.

It’s titled:

The PT Internet Revolution: “3 Ways The Most Successful PT Clinics Are Using The Internet With Stunning Success”

Click here to download the report.

If you’ve ever tried to use Facebook, Social Media – even Google – to get in-front of new patients in your community then you’ll know it can be frustrating.

It’s been getting harder in the last 3 months to make it work and that’s because the consumer is becoming more resistant to methods that used to work in the past.

It’s not that Internet doesn’t work – it’s HOW the internet is being used, that is often wrong.

In this report I detail 3 ways you can use the Internet differently.

Much of what is inside the report has only come to light in the last 3 months or so and I strongly advise that you read it – especially if you are wanting to make a success of Facebook, or you are spending any time/money on Social Media.

Click this link to get your free report.

THE BIG ANNOUNCEMENT:

Because of the recent consumer changes – we are making urgent additions to my flagship Marketing Program – the “6 Week New Patient Accelerator” and we are preparing to release it to the public much EARLIER than we anticipated this year.

With that said, if you want to get notified of the early/priority/discounted registration for the upcoming online class – that will be starting May 9th – then please click this link below now:

YES! Please Notify Me About Early Registration For The “New Patient Accelerator” 6 Week Online Class

I am working hard with my team to make additions to the Program that will mean you will be fully up-to-date when it comes to the way that we are all Directly Marketing to the public in 2017…

Click here now if you want early notification of the opening of the 6-Week Marketing Masterclass that we are rolling out earlier than planned due to these big shifts in the way that the consumer is choosing a PT.

– YES! Please Notify Me About Early Registration For The “New Patient Accelerator” 6 Week Online Class

Sincerely,

Paul Gough.

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:07 –Key Take-Aways From 2 Days Spent Masterminding On My Own Business (Q2, 2017) >

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 >>>

What’s The Difference Between A PLAN – And A Marketing System?

In comes a question from a PT from Oregon just a couple of days ago:

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“Paul, I am some-what confused over what is a PLAN – over a Marketing SYSTEM…

I hear you talk about both.

Can you shed some light on the difference between the two as I am pretty sure that I need both – I just don’t know which one to start with”.

– Mike, Turning Point PT, Oregon.

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“Great question”!

And, let me answer it for you.

A Marketing Plan is something that acts as a road map – a route – a GPS – towards the target on the wall.

What’s the “target on the wall”?

Well, that could be something like $10,000 per month revenue from cash-pay patients, or direct-access type referrals.

If you are an In-Network Provider – setting a PLAN like this – and executing it – is likely to be the best money you’ll ever earn.

Why?

Because if 80% of your business, that is reimbursed by Insurance, is averaging $110 – and you can bring in an additional 20% of revenue at a cash-pay rate of, lets say, $170, then the additional $60 profit is all YOURS.

All of it.

This is called LEVERAGE – and it exists inside of every business when you choose to look closely at the REAL income streams happening in it…

(You do look at this, right?)

More:

If you are a CASH-PAY clinic – having a Marketing PLAN is an absolute must…

…In-Network providers have an out-let – a “go-to”, if you like – in Doctors, so they can, for now, always fall back on the doctors-luncheon trap in the absence of a PLAN…

You and I don’t have that luxury.

So what is a Marketing System?

Well, a SYSTEM – that’s how you do the work of FULFILLING the plan…

A SYSTEM helps you to hit the numbers that you set out in the PLAN – more easily and faster.

So the inevitable question is, which one should you concentrate on first?

I guess that’s up to you to decide…

If you need a PLAN, take a look at this:

Where to get your New Marketing Plan.>

And if you are wanting to create a scalable Marketing System, then look at this one:

New Patient Accelerator: Highlights of Module 2 – creating a System

Both are vital – and the order, I guess it depends upon YOU…

Some people like to dive straight into creating a Marketing System and then later realize that the System would be more efficient if it was working towards achieving a goal set out in a PLAN…

…others, they want to do the ground work FIRST, line all the ducks-up in the right spot – THEN get the system running.

It doesn’t really matter…

What matters most?

That you make a start!

Just pick one – and actually DO IT! 😉

Get a Plan here.

System details here.

Sincerely,

Paul Gough

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:06 –A Keynote: Halsa Care Group Annual Conference, London >

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 >>>

 

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.

Anyhow…

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.

Sincerely,

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“…

..you 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” >

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: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!

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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 >>>

Website Traffic: Understanding The Basics Of Getting NP’s To Your Clinic’s Site

On this Physical Therapy Profit Academy Tutorial we’re going to show you strategies to get more visitors – and potential new, high paying clients, to your website.

It’s amazing just how “neglectful” of their website many business owners are.

Most won’t or don’t want to accept it, BUT, your website IS your business.

With over three billion internet users worldwide (and with that number of users growing by as much as 10% each year)… if you don’t have a good website that compels people to become paying patients, and multiple streams of getting prospects to land on your website…

…Then you’re missing out on a great opportunity to generate more revenue and profit for your PT clinic.

Website Traffic- Understanding The Basics Of Getting NP’s To Your Clinics Site

Why is this?

Basically everything online is changing and just like the iPhone, the internet is rapidly evolving too.

Your clinic’s website now, is the profit center to your business.

Once upon a time a website was just a sideline. It was something as a business owner you quickly set-up without much thought because people said you needed one.

And you probably had a lot of people tell you that if your practice has a website that looks nice, is dressed with lots of fancy buttons and pretty pictures, then people would be calling your clinic and simply come to you!

Well unfortunately, that’s not the case.

Essentially your website, and the online presence that you have, is the defining presence of your business. Having an online presence where people can effortlessly find you – is now critical to flooding your clinic with new patients and being the go-to PT in your small town.

How can YOU be the first PT clinic someone finds when searching online?

Let me begin by asking you a question:

Right now, how many ways do use to get people to visit your website?

One? or maybe there’s two?

For most people there’s only one way that they’re currently using to attract new patients to their site, and sadly for the majority, it’s usually ‘by chance’ that people arrive there.

But the thing is there are MANY things that you can be doing to increase your chances of being found online to attract HOT prospects.

I’ve found NINE ways to bring a constant stream of heavy traffic to your website – and even though this took me a while to figure out, once I put these nine things into place, I never have to grow tired again of battling physicians, and getting ‘beat up” by insurance companies to siphon new patients.

Just imagine if you could get rid of that headache too?

Well the good news is you can, and here’s one of the nine tactics that works:

Newspaper And Display Ads

This marketing tool is a money magnet.

We can use an advert to get people to call our clinic AND send to people to our website.

As well as placing our clinic’s phone number on the ad, our website will be there too, which means before they call, people will visit our website to check our clinic out.

It’s known human behaviour – 8 out of 10 people will go onto your website purely out of curiosity.

Just like if you were booking a hotel online – you’d go to their website first, and if they make a good first impression, you’re sold!

Well your website is the same…

You might think that the decision to buy services from you is being made on the advert and the telephone call, but their decision to buy is influenced in a HUGE way by what they see on your website.

People will read all about you, your staff, your clinic’s history, your Marketing message… and that will influence whether they pick up the phone or not.

Everything you can do to get people back on your website is going to help boost your profits and sales in the long run – especially if you have a site equipped with an amazing marketing message.

And I can show you how to do that here:

Screen Shot 2015-09-28 at 11.59.43

It’s a marketing course I created to show you simple ways that you can summon a flood of patients as soon as tomorrow with your online presence.

I’ve spent years mastering these strategies, and thanks to mastering them I was able to build a cash-only PT practice worth over 1.7 million dollars AND in a country that offers completely FREE services to what I do.

If you ever struggle with not being able to book people in for treatment sessions, or if you have issues with patients who don’t show up for their recommended number of visits…then you can put a stop to that by transforming your website into your very own salesman…

You’ll have instant access to the exact tools I use to multiply your income straight away.

Conversion Strategies: Secrets To Getting More Of Your Patients Friends And Family To Book Appointments

On this PT Profit Academy Tutorial we show you how to get more of your patient’s FRIENDS and FAMILY to show up at your clinic.

We’ve all been there…

In clinic with a patient who KEEPS on telling you that their friend or family member SHOULD be coming to see you.

That this person has neck or back pain (…or any kind of pain that you can solve) and yet they refuse to come in and see you, no matter how many times they tell them how good you are and what you’ve done for them!

It’s a common problem. And one that is costing you a small fortune when you work out how many times it happens – but one that can effortlessly be overcome, when you learn how to overcome those objections skillfully.

Now most PT’s will continue to nod in agreement with their patient about why they should keep on “telling” that person to come and see them.

But that’s not the right way to do it….

There has to be a different conversation that takes place OTHER than one which is in the best interests of YOU (as the PT who stands to make money) and even that of the potential patient who stands to live with less pain.

When possible, that different conversation needs to be aligned with how it’s in the best interests of YOUR PATIENT (…the one you’re currently in clinic with and helping).

And it’s a scenario I had this week with a PT Owner who is a long-standing member of my coaching program.

As part of one of the Live Group Calls we all have together we talk through different case studies and scenarios happening in our clinics that if we just changed the way we communicate with those patients, could very well result in a different out come.

Ultimately, an outcome that has more patients coming to see us!

And in this particular call, we talked through a case study of a WIFE who IS a patient, who keeps telling this PT about her husband, who ISN’T a patient, who is in lots of neck pain and really should be getting PT.

And yet no matter what she says, he just won’t come down.

Now, you might think that the way to get the husband to come down is to just keep asking the wife to keep talking to him about YOU!

But “oh no”…

That’s NOT going to work.

What we have to do in this scenario is something completely different and I’m about to show you how.

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First, here’s precisely what the owner told me on the Live Group call:

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“Paul, this guy in question, he has severe neck pain, and he is the husband of a patient who I’ve been seeing consistently for something else, but what I did to the wife was – she’s kinda like the driver, so I told her to give me 5 minutes of his time on a phone call to try to understand what the problem is and why he has such an objection of seeing any medical specialist, for his neck pain… but I can’t get him on the phone, he won’t call me, he won’t come in, even with the wife driving…”

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Now, the only chance you’ve got of success in this scenario is if the wife is made to understand what impact it will have upon HER life, if this neck situation keeps on going…

If that was me faced with that patient, and in this scenario, I would just be having a conversation about how his hindered lifestyle impacts HER… and I would want to get her “irritated” so much by her husbands situation that she physically drags him down to my clinic. That’s all you can do.

I would have a chat and say…

“So Mary, what’s it like having a husband in the house who can’t get out of bed without moaning and groaning? Who can’t do this, who can’t do the other, is leaving you to do all of the house work?…’Is this the guy that you married?’ Kind of conversation…”

I’d be saying to the wife:

“So this has been going on for a long time now has it?”

“Isn’t it a shame that he doesn’t want to come down?”

I’d bring it up right at the end of the treatment with her and it would be the last thing that I would say to her after every session.

I would want her getting in that car “full of hell”, driving back, literally wanting to drag him in that car to my clinic because she’s now realized that it’s her life that’s being affected, just as much as his!

That’s the only way you’re going to get that to turn around in your favour. In a nutshell that’s what I would do to get this patient to my clinic. She’s the driver, she’s the one who will make that decision for him when she realises it’s now about her and not just him.

The angry wife at home with him each day is the best follow up system you can get…

Instead of having an email chipping away at him everyday, this time you’ve got that wife chipping away at him every single minute of his life because now it’s her life that is affected, and she has realized the significance of having a husband at home who isn’t cleaning up, who isn’t cutting the grass, who isn’t his joyous self who wants to go to the cinema, or go on date night, or whatever they do… so now it’s in her best interest to get him to see you, because it affects her.

That’s how you deal with that.

Here’s a question you could ask:

“How do you feel about the prospect of living with a guy for another 25 years who can’t get out of bed??”

That’s the question — everything else is just the same but lame. Any other attempt is just like how most people do their Marketing, trying to be “bigger, better or faster”, marginally better than others but still running in the wrong direction with all their competitors because their STRATEGY is completely wrong.

My advice would be to just get off that “oh just tell him to come in” train, and get on another one… and start talking to that wife about how his neck pain affects HER.

Emotionally fire her up so that she drags him with her to her next session.

Just say, “Mary, we can put 5 minutes aside next time, it’s always there for him.. for your sake, I hope to see you and him next week! I’ll leave it up to you!”

Do that and you’ll win more times than you won’t when it comes to getting people to your clinic like this.

When he gets there, he’ll realise that you’re very skilled at what you do, and a couple of treatments in, the progress will be evident and you’ve got yourself a very happy wife, and a husband who is happy and healthier, too.

Who knows… you may have saved their marriage as well as solved his neck pain! Just a thought.

For more ways to overcome the 16 most common objections that stop people from coming to see a Physical Therapist, you may wish to take a look at this:

NPO - horizontal

It’s a Marketing and Sales Mastery Program that shows you how to acquire more Np’s AND for a limited time we’re giving away a special bonus report entitled: “Make them Say Yes!” – and it covers the 16 most frequent objections to patients booking appointments – AND what to say to overcome each one.

Take a look when you click this link:

NP OVERLOAD – The Short Cut To Attracting More Enquiries And More Patients For Your PT Practice! >

You’ll also be walked through precisely how to market for your ideal patients coming to you directly using things like postcards, newspaper adverts, newsletters and referral flyers.

Take a look:

NP OVERLOAD – The Short Cut To Attracting More Enquiries And More Patients For Your PT Practice! >

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