Why The Physical Therapy Clinic Next Door Is Hurting Your Profits – Marketing Ideas.

by · 21st July 2015

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There are many reasons why people won’t choose to see a Physical Therapist.

One is, they’ve been let down by another, less than satisfactory therapist who did not much to earn their “copay”, except for some “ultrasound” and a couple of minutes of exercise that could have been done in a local gym anyway.

Another is, their friends and family have had a very similar, less than satisfactory experience.

The result?

A “negative” opinion of PT – and we’re all affected by it!

Even though, we know, labelling all PT’s the same… is akin to comparing the meat from Mcdonalds, with that from “Morton’s”, people still do it.

Why they do it?

Because to protect our self from harm – we’re hard wired to say “no”, to just about anything (at first!).

Whats more, finding any excuse possible to avoid making a decision is something that we humans continuously do to avoid getting it wrong.

And because PT was “bad” before, we’re able to rationalize away from ever having to consider that decision, ever again.

(Some deep psychology there for you!)….

Why I bring it up?

Because it happened to a client of mine just this last week.

Here’s the story:

So we ran an advert in the local newspaper promoting a freebie report.

And many people called to request it (…”Lead Generation” at work).

But there was this one lady (from Scottsdale, Phoenix) who called the number to request the report, (looking for help with easing her low-back pain), and yet abruptly ended the call when the voice on the answer machine said “physical therapy clinic”.

So what happened next, was this:

Noticing no message had been left, my client re-dialed the number (we use call tracking) to ask why she didn’t leave a message.

Her answer?

“Because you’re a Physical
Therapist and I went to see
one of those before and it
did nothing for me”.

Irrational behaviour ?

Absolutely “yes”!

But, fortunately, also very predictable.

And to get this lady on side, all this owner had to do was find out what the other therapist had done (…or not done) in the past, and then clearly articulate why his services is “DIFFERENT”.

In this instance, his “ace card”, was “dry needling”.

This lady had never heard of it.

So when she was presented with the opportunity to try something “different”, she took it!

And within 2 hours – of her putting the phone down and not even being interested in a free report written by a PT – she’s booking an appointment to see one.

Surprised?

Don’t be.

I hear these stories all day long.

Both at my own clinic…

…And now in the clinics of the PT Owners I’ve implemented a “Lead Generation” strategy for.

This lady was “converted” simply because of a 10 minute “follow up” call.

Made possible by having the ladies contact details to be able to do it – and an understanding that if patients say “no”, it just means they have doubts that needed addressing, before they say “yes”!

Another example of why “free screen” adverts or promotions rarely ever work.

And even if they do “work”, my bet is that you’re missing out on a small fortune by ignoring all of the people who just aren’t ready to buy from you now… but who would if you just took the time to answer some questions.

Want to know more about how to do this in your clinic?…

Start here, with a “Strategy Call” with me where you and I will map out a plan for the success of your clinic:

– Yes! I Really Need To Stop Relying On Referrals From Doctors! >

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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