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

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


“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.


“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.


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?)


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.


Paul Gough


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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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