Tag Archives: physical therapy

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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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
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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!

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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
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