The Emerging PT Clinic “Dog Fight”…

by · 8th October 2015

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There’s two schools of thought right now:

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1.) That it’s better to be an established PT business because you already have existing relationships with doctors or third party referrers supplying your clinic with NP’s

2.) That it’s better to be a new age, modern thinking, up and coming PT business owner with zero doctor friends – who ISN’T indoctrinated in the OLD ways of relying upon inbound referrals to make a living – who realises that to profit he or she has to learn to SELL (…what he or she does!)

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So lets look more closely at them both…

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Because I think there’s a pretty dangerous cross roads ahead for the Owners who REFUSE to accept that they need to have a “true-sales” culture at the core of the business.

See, the problem with being an existing business is that it’s very easy to “fall asleep on the soft pillow of success”.

That’s the business owner currently convincing himself that everything will be “ok” – that they’ll “weather the storm” – if they just focus in on “patient care” and “growing relationships with doctors”.

But what if there was an emerging group of owners doing things a little differently?…

See, just about every major profit boost I’ve ever had in my own business comes from the time and energy invested in learning how to truly “sell” what I do – and what I can do FOR people.

Some examples of when “selling” your services is needed?

Ok…

1.) When you get patients sent to you by a doctor who are resistant to even arriving for that first Evaluation!

2.) When you get referrals from doctors who you can’t even reach because they don’t, or won’t pick up the phone

3.) When you get patients who come for PT, but drop off before their recommended number of visits is up!

Now to MOST PT’s, all of these three scenarios are an every day event.

However, I often wonder how many realize that they can actually do something to limit the profit *loss* from all three issues?…

And I also wonder how being “more focused on patient care”, OR, hiring a marketing person to talk to more local doctors, is actually going to solve any or all of these problems?…

The reality – and hard truth – is that neither ever will.

The only thing that will?

Adopting a “true-sales” mentality into your PT practice and skillfully learn how to recognize, handle, and then overcome these types of obstacles to more pt clinic profits.

Thankfully, some of the well-established clinics that I’m working with agree with me on this…

For the rest??

Frustration awaits.

Running faster, working harder, all the while going in the wrong direction trying to win the wrong race.

For the up and coming, new kid on the block, PT owner?

It might APPEAR to be hard to breakthrough…

But my best bet is that for the ones who think differently, talk differently and focus on giving true VALUE to their clients, UNAFRAID to hear the odd objection to their services…

…true GLORY and real success is waiting without a single referral from a doctor even needed.

Lesson over for today.

Sincerely,

Paul Gough

P.S I’ve just finished an amazing 6 weeks working with 6 owners on the “Ultimate Physical Therapy Marketing” Video seminar program…

So successful it was… that I’m getting ready to launch the next program and start the registration process again soon…

Note: If you’re a Physical Therapist looking to learn Marketing ideas like this…

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About Paul Gough

PAUL GOUGH is one of the top Marketing and Business Coaches in the physical therapy industry and his Systems are helping clinic owners all across America run more profitable clinics. He is a published Author, Newspaper Columnist and before his stunning success in business was hired by top professional soccer teams. HIS SUCCESS STORY is one that inspires many pt's around the world - at the age of 26 Paul QUIT a high profile job in professional soccer to begin his own clinic. He had NO money, NO business or marketing skills and NO experience - and yet now owns and runs 4 pt clinics and has a proven track record of growing a physical therapy business from 0 - $2m in record time.
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