Why I Don’t Use These Two Words (…When Marketing To Patients)

by · 13th December 2016

5/5 - (1 vote)

While back, (few years maybe), and not long after I realised most of the public has no clue what a Physical Therapist even does…

…I decided to play a little game in my clinic with the words we were using.

The game was to see if we could make it through the entire day without using the word “Physiotherapy”…

And we did.

We swapped it for “solution”.

We also decided to swap out the word “pain” – and exchange it for “problem”.

Long story short, we realised what we’d done…

We were actually starting to use words that DEEPLY connected us to more of the people we wanted to help.

That meant we had a better shot at talking to them about what we could do for them (…which was for many, pain relief, using physiotherapy techniques – the IRONY!)

Think about it:

Human beings are hard-wired to accept/find a way to live with pain…

It’s why so many have lived with it for months/years before they arrive at your clinic.

Now think about what life is like with a “problem”….

We’re not that good at living with one of them.

And if we have a problem, what do we need to start to find??…

Is it Physiotherapy??

(Of course not).

It’s a SOLUTION!

A solution to a problem – THAT’S what humans beings REALLY need.

So what did I do next?

I flipped my clinics entire Marketing Plan from one which offered “Physiotherapy for anyone in pain” – to positioning me as a SPECIALIST provider of solutions to people with problems (…in their 50’s and above).

As I talk about solutions in my Marketing, I get more Physiotherapy patients.

As my competition talk about Physiotherapy – they get frustrated and waste ad dollars.

And I’ve since realised that it’s the words that you use at the front of your Marketing System that determines not just who you attract – but HOW they show up.

For example:

Are they wanting a few sessions to “ease their pain”?

OR, are they committed to a full plan of care (solution) that promises to solve their PROBLEM, and happy to pay out of pocket for it??

Whatever you are getting today, it’s likely to be because of what you’ve let them believe BEFORE they actually call.

Now, you can use your Marketing to do what everyone else does and try to compete with “The Mill” like clinics and offer a “better standard of the same PT”…

Or, you can use your Marketing to paint a picture of what life could be like without the problem they’re living with – that your unique solution can make disappear.

See the difference?

It’s just one of the simple switches to my clinics Marketing Plan like that has helped me to attract 10,000+ self referred, happy to pay-in-cash patients at my own practice.

And speaking of a “Marketing Plan” to attract more people who are happy to pay cash:

My 3-Day Workshop goes into a lot more detail about creating a Marketing Plan, including the step-by-step process of choosing which words to use to attract the right type of person to YOUR clinic – PLUS, how to answer objections to your fees (because they inevitably arise in the cash-pay model).

Here’s how to apply to get one of the “5” remaining seats at the San Antonio Event, in Feb’:

– 3 Day Workshop: More Patients, More Profits 2017.

Sincerely,

Paul Gough

P.S Here’s how your 3-day learning experience with me will look like when you get to San Antonio:


It’s you and 10 other VERY smart business owners gathered around a table discussing solutions to problems in your business.

===> Full Details here.

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MORE RESOURCES ON THIS TOPIC:

Click here to listen to – podcast EP:008 Cash PT Special: Helping People Make Better Decisions About Their Health!

And Click here to watch Youtube Show EP:031 Why So Many Physios Are Failing In Private Practice 

Subscribe to the podcast on iTunes and the show on Youtube

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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 >>>

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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