{"id":1769,"date":"2019-03-22T17:23:56","date_gmt":"2019-03-22T17:23:56","guid":{"rendered":"https:\/\/www.ptprofitacademy.com\/blog\/?p=1769"},"modified":"2019-03-22T17:24:57","modified_gmt":"2019-03-22T17:24:57","slug":"how-not-to-market-to-patients-with-core-problems","status":"publish","type":"post","link":"https:\/\/www.ptprofitacademy.com\/blog\/how-not-to-market-to-patients-with-core-problems\/","title":{"rendered":"How NOT To Market To Patients With “Core” Problems"},"content":{"rendered":"\n\n
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A couple of weeks ago I did a talk for a group of Fitness Business Owners at an event here in Orlando (at Disney)\u2026<\/p>\n\n\n\n

I was asked to speak about Facebook Ads – but I ended up speaking for nearly two hours about things way more important than Facebook Ads – one of them being the fundamental principle that determines the success of marketing done on ANY platform. <\/p>\n\n\n\n

What is that?<\/p>\n\n\n\n

It\u2019s what you say in your marketing<\/strong> – also known as the Marketing Message. <\/p>\n\n\n\n

Take this example:<\/strong><\/p>\n\n\n\n

If you\u2019re trying to fill up a wellness class at your clinic aimed at helping postpartum mum\u2019s\u2026 it is tempting to market your class (or even program of care) as something like \u201cImprove Your Core after pregnancy\u201d OR, \u201cget your core back after pregnancy\u201d. <\/p>\n\n\n\n

Yet, this is very unlikely to work. <\/p>\n\n\n\n

So why wouldn\u2019t this marketing message work?<\/p>\n\n\n\n

After all, any lady who has had a baby and a subsequent post partum issue is likely to have a weakness at their core, right? <\/p>\n\n\n\n

Well, yes, they do have a problem with their core after pregnancy. <\/p>\n\n\n\n

But, the problem is that is not the way they see it\u2026<\/p>\n\n\n\n

Do they really lay awake at night worrying about getting their “core” back? <\/p>\n\n\n\n

Or, do they lay awake at night worrying about their long term back pain\u2026 their inability to play with their baby without pain\u2026 their lack of energy\u2026 and now concerned that they\u2019re a shadow of the person they were pre-baby – even now beginning to worry about if-and-when they\u2019ll ever get back to the person they know they could be – the one they were before the baby? <\/p>\n\n\n\n

Of course, it is the latter.<\/strong><\/p>\n\n\n\n

That is what they really want. <\/p>\n\n\n\n

That is the problem your class solves. <\/p>\n\n\n\n

And the key point here is that the mention of CORE and POSTPARTUM is our language. <\/p>\n\n\n\n

(The language of a PT). <\/p>\n\n\n\n

It is not<\/strong> the language used by a 30 year old lady having back pain following a pregnancy. <\/p>\n\n\n\n

My point? <\/p>\n\n\n\n

To be successful with your marketing you have too use THEIR language. <\/strong><\/p>\n\n\n\n

For example I could say to you, <\/p>\n\n\n\n

\u201cHow to use Direct Response marketing and implement the message, media and market philosophy to win more patients\u201d. <\/strong><\/em><\/p>\n\n\n\n

Or, I could just say, \u201chow to get patients even if the local doctor won\u2019t refer to you\u201d.<\/em><\/strong><\/p>\n\n\n\n

Or, I could say, \u201chow to get cash paying patients so you can make more profit with less hassle\u201d. <\/em><\/strong><\/p>\n\n\n\n

Or, I could say, \u201chow to get all your own patients so you can tell the insurance companies to go to hell\u201d. <\/em><\/strong><\/p>\n\n\n\n

Which would resonate with you more? \ud83d\ude42<\/p>\n\n\n\n

Anyhoo..<\/p>\n\n\n\n

Lesson over\u2026<\/p>\n\n\n\n

If you want to hear the entire talk I gave to this group of Fitness Business owners, where I cover this story in full, it is on the Podcast:<\/strong> Podcast EP50: How You Market Anything is How You Market Everything (Live Talk)<\/a><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

And, if you want some help to finally sort out your clinics marketing frustrations, click below and fill out the form for a 100% Free Marketing Plan Strategy call with a senior member of my team: Claim Your Free 60 Min Marketing Plan Strategy Call With a Senior Person In Pauls Team<\/a> <\/p>\n\n\n\n

Have a great weekend. <\/p>\n\n\n\n

I just ordered my Florida Residents Annual Disney Passes last night\u2026 so guess where I will be all weekend\u2026<\/p>\n\n\n\n

Sincerely, <\/p>\n\n\n\n

Paul Gough <\/p>\n\n\n\n

P.S<\/strong> If you want to take the Express Route to sorting out your clinics Marketing, here\u2019s where to do it: <\/p>\n\n\n\n

Get The Complete Marketing System To Grow Your Clinic By 50%-250% inside 12 Months.<\/a> <\/p>\n\n\n\n

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

More Resources by Paul Gough:<\/strong><\/p>\n\n\n\n

Paul Gough’s Cash Club Community: join the Cash Club coaching program: www.ptprofitacademy.com\/cash-club<\/a><\/p>\n\n\n\n

Check out Paul’s No.1 Best Selling PT Business Books:<\/p>\n\n\n\n

Marketing Book For Physical Therapists – “New Patient Accelerator Method”:
www.paulsmarketingbook.com<\/a><\/p>\n\n\n\n

Hiring Book for Physical Therapists – “The Physical Therapy Hiring Solution”:
www.paulshiringbook.com<\/a><\/p>\n\n\n\n

Want to hire Paul to speak at your next Marketing or Business event? Or, talk to the students at your PT School? Get in touch here: www.paulgough.com\/hire-me\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

A couple of weeks ago I did a talk for a group of Fitness Business Owners at an event here in Orlando (at Disney)\u2026 I was asked to speak about Facebook Ads – but I ended up speaking for nearly two hours about things way more important than Facebook Ads – one of them being…<\/p>\nRead More<\/a>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"yoast_head":"\nHow NOT To Market To Patients With "Core" Problems | Physical Therapy Profit Academy<\/title>\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\/how-not-to-market-to-patients-with-core-problems\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How NOT To Market 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