{"id":1322,"date":"2016-12-13T15:19:38","date_gmt":"2016-12-13T15:19:38","guid":{"rendered":"https:\/\/www.ptprofitacademy.com\/blog\/?p=1322"},"modified":"2016-12-13T15:31:25","modified_gmt":"2016-12-13T15:31:25","slug":"why-i-dont-use-these-two-words-when-marketing-to-patients","status":"publish","type":"post","link":"https:\/\/www.ptprofitacademy.com\/blog\/why-i-dont-use-these-two-words-when-marketing-to-patients\/","title":{"rendered":"Why I Don’t Use These Two Words (…When Marketing To Patients)"},"content":{"rendered":"\n\n
\n \n
\n \n
\n
\n \n\n
<\/div>\n <\/div>\n
\n \n\n
<\/div>\n <\/div>\n
\n \n\n
<\/div>\n <\/div>\n
\n \n\n
<\/div>\n <\/div>\n
\n \n\n
<\/div>\n <\/div>\n <\/div>\n \n
\n
\n \n\n
<\/div>\n <\/div>\n
\n \n\n
<\/div>\n <\/div>\n
\n \n\n
<\/div>\n <\/div>\n
\n \n\n
<\/div>\n <\/div>\n
\n \n\n
<\/div>\n <\/div>\n <\/div>\n<\/div>\n \n\n
\n 5\/5 - (1 vote) <\/div>\n <\/div>\n

<\/a><\/p>\n

While back, (few years maybe), and not long after I realised most of the public has no clue what a Physical Therapist even does\u2026<\/p>\n

\u2026I decided to play a little game in my clinic with the words we were using.<\/p>\n

The game was to see if we could make it through the entire day without using the word \u201cPhysiotherapy\u201d\u2026<\/strong><\/p>\n

And we did.<\/p>\n

We swapped it for \u201csolution\u201d.<\/strong><\/p>\n

We also decided to swap out the word \u201cpain\u201d – and exchange it for \u201cproblem\u201d.<\/strong><\/p>\n

Long story short, we realised what we\u2019d done\u2026<\/p>\n

We were actually starting to use words that DEEPLY connected us to more of the people we wanted to help.<\/p>\n

That meant we had a better shot at talking to them about what we could do for them (\u2026which was for many, pain relief, using physiotherapy techniques – the IRONY!)<\/p>\n

Think about it:<\/strong><\/p>\n

Human beings are hard-wired to accept\/find a way to live with pain\u2026<\/p>\n

It\u2019s why so many have lived with it for months\/years before they arrive at your clinic.<\/p>\n

Now think about what life is like with a \u201cproblem\u201d\u2026.<\/p>\n

We\u2019re not that good at living with one of them.<\/p>\n

And if we have a problem, what do we need to start to find??\u2026<\/p>\n

Is it Physiotherapy??<\/p>\n

(Of course not).<\/p>\n

It\u2019s a SOLUTION!<\/strong><\/p>\n

A solution to a problem<\/strong> – THAT\u2019S what humans beings REALLY need.<\/p>\n

So what did I do next?<\/p>\n

I flipped my clinics entire Marketing Plan from one which offered \u201cPhysiotherapy for anyone in pain\u201d – to positioning me as a SPECIALIST provider of solutions to people with problems (\u2026in their 50\u2019s and above).<\/p>\n

As I talk about solutions in my Marketing, I get more Physiotherapy patients.<\/p>\n

As my competition talk about Physiotherapy – they get frustrated and waste ad dollars.<\/p>\n

And I\u2019ve since realised that it\u2019s the words that you use at the front of your Marketing System that determines not just who you attract – but HOW they show up.<\/strong><\/p>\n

For example:<\/strong><\/p>\n

Are they wanting a few sessions to \u201cease their pain\u201d?<\/p>\n

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??<\/p>\n

Whatever you are getting today, it\u2019s likely to be because of what you\u2019ve let them believe BEFORE they actually call.<\/p>\n

Now, you can use your Marketing to do what everyone else does and try to compete with \u201cThe Mill\u201d like clinics and offer a \u201cbetter standard of the same PT\u201d\u2026<\/strong><\/p>\n

Or, you can use your Marketing to paint a picture of what life could be like without the problem they\u2019re living with<\/strong> – that your unique solution can make disappear.<\/p>\n

See the difference?<\/p>\n

It\u2019s 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.<\/p>\n

And speaking of a \u201cMarketing Plan\u201d to attract more people who are happy to pay cash:<\/strong><\/p>\n

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).<\/p>\n

Here\u2019s how to apply to get one of the \u201c5\u201d remaining seats at the San Antonio Event, in Feb’:<\/strong><\/p>\n

– 3 Day Workshop: More Patients, More Profits 2017. <\/a><\/p>\n

Sincerely,<\/p>\n

Paul Gough<\/p>\n

P.S<\/strong> Here’s how your 3-day learning experience with me will look like when you get to San Antonio:<\/p>\n

<\/a>
\nIt’s you and 10 other VERY smart business owners gathered around a table discussing solutions to problems in your business.<\/p>\n

===> Full Details here.<\/a><\/p>\n

===<\/p>\n

MORE RESOURCES ON THIS TOPIC:<\/strong><\/h2>\n

Click here to listen to \u2013 podcast EP:008 Cash PT Special: Helping People Make Better Decisions About Their Health!<\/a><\/p>\n

And\u00a0Click here to watch Youtube Show EP:031 Why So Many Physios Are Failing In Private Practice\u00a0<\/a><\/p>\n

Subscribe to the podcast on iTunes and the show on Youtube<\/p>\n

===<\/p>\n

For more PT Business Education Material:<\/p>\n

Click here to subscribe to my email list and I\u2019ll send you more Physical Therapy Business Education >>><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

While back, (few years maybe), and not long after I realised most of the public has no clue what a Physical Therapist even does\u2026 \u2026I 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…<\/p>\nRead More<\/a>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[34],"tags":[],"yoast_head":"\nWhy I Don't Use These Two Words (...When Marketing To Patients) | Physical Therapy Profit Academy<\/title>\n<meta name=\"description\" content=\"Here's why the words you use to market your Physical Therapy practice don't just determine WHO you attract, but how they show up for their care plans...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ptprofitacademy.com\/blog\/why-i-dont-use-these-two-words-when-marketing-to-patients\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why I Don't Use These Two Words (...When Marketing To Patients) | Physical Therapy Profit Academy\" \/>\n<meta property=\"og:description\" content=\"Here's why the words you use to market your Physical Therapy practice don't just determine WHO you attract, but how they show up for their care plans...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ptprofitacademy.com\/blog\/why-i-dont-use-these-two-words-when-marketing-to-patients\/\" \/>\n<meta property=\"og:site_name\" content=\"Physical Therapy Profit Academy\" \/>\n<meta property=\"article:published_time\" content=\"2016-12-13T15:19:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2016-12-13T15:31:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/12\/What-A-Patient-Price-Objection-Really-Means-11.png\" \/>\n<meta name=\"author\" content=\"Paul Gough\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Paul Gough\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/why-i-dont-use-these-two-words-when-marketing-to-patients\/\",\"url\":\"https:\/\/www.ptprofitacademy.com\/blog\/why-i-dont-use-these-two-words-when-marketing-to-patients\/\",\"name\":\"Why I Don't Use These Two Words (...When Marketing To Patients) | Physical Therapy Profit Academy\",\"isPartOf\":{\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/#website\"},\"datePublished\":\"2016-12-13T15:19:38+00:00\",\"dateModified\":\"2016-12-13T15:31:25+00:00\",\"author\":{\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/#\/schema\/person\/d16e50d3cb44072c5a70bb1b1628fc9d\"},\"description\":\"Here's why the words you use to market your Physical Therapy practice don't just determine WHO you attract, but how they show up for their care plans...\",\"breadcrumb\":{\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/why-i-dont-use-these-two-words-when-marketing-to-patients\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.ptprofitacademy.com\/blog\/why-i-dont-use-these-two-words-when-marketing-to-patients\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/why-i-dont-use-these-two-words-when-marketing-to-patients\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.ptprofitacademy.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Why I Don’t Use These Two Words (…When Marketing To Patients)\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/#website\",\"url\":\"https:\/\/www.ptprofitacademy.com\/blog\/\",\"name\":\"Physical Therapy Profit Academy\",\"description\":\"Marketing Strategies For Small And Independent Physical Therapy Clinic Owners That Actually Work\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.ptprofitacademy.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/#\/schema\/person\/d16e50d3cb44072c5a70bb1b1628fc9d\",\"name\":\"Paul Gough\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.ptprofitacademy.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2015\/01\/paul-gough-wp-author-150x150.jpg\",\"contentUrl\":\"https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2015\/01\/paul-gough-wp-author-150x150.jpg\",\"caption\":\"Paul Gough\"},\"description\":\"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.\",\"url\":\"https:\/\/www.ptprofitacademy.com\/blog\/author\/paulg\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Why I Don't Use These Two Words (...When Marketing To Patients) | Physical Therapy Profit Academy","description":"Here's why the words you use to market your Physical Therapy practice don't just determine WHO you attract, but how they show up for their care plans...","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ptprofitacademy.com\/blog\/why-i-dont-use-these-two-words-when-marketing-to-patients\/","og_locale":"en_GB","og_type":"article","og_title":"Why I Don't Use These Two Words (...When Marketing To Patients) | Physical Therapy Profit Academy","og_description":"Here's why the words you use to market your Physical Therapy practice don't just determine WHO you attract, but how they show up for their care plans...","og_url":"https:\/\/www.ptprofitacademy.com\/blog\/why-i-dont-use-these-two-words-when-marketing-to-patients\/","og_site_name":"Physical Therapy Profit Academy","article_published_time":"2016-12-13T15:19:38+00:00","article_modified_time":"2016-12-13T15:31:25+00:00","og_image":[{"url":"https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/12\/What-A-Patient-Price-Objection-Really-Means-11.png"}],"author":"Paul Gough","twitter_misc":{"Written by":"Paul Gough","Estimated reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.ptprofitacademy.com\/blog\/why-i-dont-use-these-two-words-when-marketing-to-patients\/","url":"https:\/\/www.ptprofitacademy.com\/blog\/why-i-dont-use-these-two-words-when-marketing-to-patients\/","name":"Why I Don't Use These Two Words (...When Marketing To Patients) | Physical Therapy Profit Academy","isPartOf":{"@id":"https:\/\/www.ptprofitacademy.com\/blog\/#website"},"datePublished":"2016-12-13T15:19:38+00:00","dateModified":"2016-12-13T15:31:25+00:00","author":{"@id":"https:\/\/www.ptprofitacademy.com\/blog\/#\/schema\/person\/d16e50d3cb44072c5a70bb1b1628fc9d"},"description":"Here's why the words you use to market your Physical Therapy practice don't just determine WHO you attract, but how they show up for their care plans...","breadcrumb":{"@id":"https:\/\/www.ptprofitacademy.com\/blog\/why-i-dont-use-these-two-words-when-marketing-to-patients\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.ptprofitacademy.com\/blog\/why-i-dont-use-these-two-words-when-marketing-to-patients\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.ptprofitacademy.com\/blog\/why-i-dont-use-these-two-words-when-marketing-to-patients\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.ptprofitacademy.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Why I Don’t Use These Two Words (…When Marketing To Patients)"}]},{"@type":"WebSite","@id":"https:\/\/www.ptprofitacademy.com\/blog\/#website","url":"https:\/\/www.ptprofitacademy.com\/blog\/","name":"Physical Therapy Profit Academy","description":"Marketing Strategies For Small And Independent Physical Therapy Clinic Owners That Actually Work","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.ptprofitacademy.com\/blog\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-GB"},{"@type":"Person","@id":"https:\/\/www.ptprofitacademy.com\/blog\/#\/schema\/person\/d16e50d3cb44072c5a70bb1b1628fc9d","name":"Paul Gough","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.ptprofitacademy.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2015\/01\/paul-gough-wp-author-150x150.jpg","contentUrl":"https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2015\/01\/paul-gough-wp-author-150x150.jpg","caption":"Paul Gough"},"description":"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.","url":"https:\/\/www.ptprofitacademy.com\/blog\/author\/paulg\/"}]}},"_links":{"self":[{"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/posts\/1322"}],"collection":[{"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/comments?post=1322"}],"version-history":[{"count":3,"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/posts\/1322\/revisions"}],"predecessor-version":[{"id":1327,"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/posts\/1322\/revisions\/1327"}],"wp:attachment":[{"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/media?parent=1322"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/categories?post=1322"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ptprofitacademy.com\/blog\/wp-json\/wp\/v2\/tags?post=1322"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}