What would “Walt” do? (…with your PT Clinic)

by · 13th November 2015

5/5 - (1 vote)

As I’m in Orlando, lets talk about “Disney”…

Disney is the kind of place where “no excuse” is needed, to want to go back and enjoy the experience.

Here’s some stats:

Something like 60% of everyone who will walk round the parks at Disney World today, is a second and third (or more) time guest.

And, about 40% of those people, have already been once THIS YEAR!

As in, like me, they’re making they’re second trip of the calendar year to see “Mickey” and friends.

Now here’s the thing…

I’ve been coming to Disney since I was “7”.

Made my first trip here in 1988.

And honestly, very little has changed.

Sure, there’s been some obviously big improvements, but to all intents and purposes, most of what I saw in 1987, remains today.

So the question is, how do they do it??

How do they get people like me to show up repeatedly, maximising the value of the customer better than any other company in the world?

Most likely, it’s because of how they make you “feel” from the very first moment you see their advertising on TV.

See, while most theme parks are advertising “rides” and “thrills”, Walt advertises “magical experiences” and “memories that last a life time”.

So good that by the time I’ve finished watching a 60 second commercial for Disney on the TV, it isn’t long after that I’m reaching for the credit card to book a couple of flights and a hotel.

(Or, looking for any excuse to be in Orlando – such as the APTA conference here today)

So here’s the moral in todays lesson:

Most PT’s are advertising the equivalent of the “thrill ride” when they say “we’ll end your pain fast”…

…that’s fine.

But it rarely works.

And most only do that type of advertising, ‘coz most everyone else does, too.

They don’t really know there’s a better a way…

…a way that connects consumers to their CORE desires.

Like,  a dancer being being able to perform in the next up and coming competition with less foot pain…

…a golfer, able to make it to the 18th hole with less back pain…

…and even, an active 50 year old able to walk further for longer with friends, absent of any knee pain.

These are called “marketing messages”… and when you know who your ideal patient is, it becomes very easy to talk to them in your advertising and attract more of them to your practice.

No body really wants Physical Therapy.

Much like, NOT many people lie awake at night dreaming about the rides on offer at Disney…

No, what they want, is a TON of memories with their children that last a life time.

And for that, they will pay Walt the admission fee at the gate, many times over.

The next step for you??

Figure out who your ideal patient is and talk to them directly in your marketing.

Say NO to the rest…

And, create a magical experience at your practice… one that has people raving about YOU and YOUR STAFF (…not your PT skills), and you’ll have more people waiting in line to see you than the “Black Hole” at the Magic Kingdom, on the busiest day of the year.

 

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Sincerely,

Paul Gough

About Paul Gough

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