{"id":447,"date":"2015-06-16T09:26:35","date_gmt":"2015-06-16T08:26:35","guid":{"rendered":"http:\/\/www.ptprofitacademy.com\/blog\/?p=447"},"modified":"2015-06-16T09:28:31","modified_gmt":"2015-06-16T08:28:31","slug":"why-youre-not-in-the-physical-therapy-business","status":"publish","type":"post","link":"https:\/\/www.ptprofitacademy.com\/blog\/why-youre-not-in-the-physical-therapy-business\/","title":{"rendered":"Why You’re Not In The Physical Therapy Business"},"content":{"rendered":"\n\n
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Recently, I received this question from an owner during a Strategy call:<\/p>\n

===<\/p>\n

\u201cPaul, I\u2019m noticing a decline in doctor referrals – I think it\u2019s state wide as more hospital systems buy out practices – but it\u2019s not just that, I\u2019m having a problem getting what referrals I am left with, to actually show up\u2026 how can I get more people to show up for all of the visits I prescribe?!\u201d<\/p>\n

– Danny T. PT Owner, Oregon. <\/p>\n

===<\/p>\n

Common problem. <\/p>\n

And there\u2019s a lesson here for you too:<\/p>\n

\u201cDon\u2019t become over reliant upon doctor referrals\u201d. <\/p>\n

They\u2019re drying up faster than the \u201cSahara Desert\u201d as more and more sell out to the big hospitals\u2026<\/p>\n

But, what is more worrying is the increasing lack of proof of VALUE that PT\u2019s actually provide to their patients. <\/p>\n

And without evidence of value in what you do, how can you expect people to commit their time and money to coming to see you? <\/p>\n

Of course, they wont. <\/p>\n

Or, if they do, it\u2019s done so reluctantly – but they stop coming maybe 6 or 7 sessions in. <\/p>\n

Sound familiar? <\/p>\n

The solution?\u2026<\/p>\n

Easy peesy. <\/p>\n

Build your own \u201ctrust\u201d and \u201cvalue\u201d system.<\/p>\n

That\u2019s right\u2026 <\/p>\n

Put a system in place at your clinic that allows you to *begin a relationship* with potential patients BEFORE they even get to the point of going to see their doctor. <\/p>\n

It\u2019s much better to pick up a potential new patient in the early stages of thinking about getting a solution to his or her back pain so that you can influence that decision making process for your SELF. <\/p>\n

You\u2019ll do that using a marketing process called \u201cLead Generation\u201d which generates goodwill, trust and authority BEFORE any prescription of care is offered up OR you ask for money! <\/p>\n

What happens next? <\/p>\n

All of a sudden, issues such as \u201cCopay\u201d and \u201cdeductibles\u201d disappear because your patients are buying into something that they fully understand the value of\u2026 and even better, have made their own decision to commit to. <\/p>\n

In the absence of \u201cvalue\u201d being explained, patients are left to decide for themselves whether or not your 12 visit care plan will be worth the amount they have to contribute (in time and money). <\/p>\n

And that absence, by the way, is the single biggest reason your patients will tell you they can’t afford to pay it (copay). <\/p>\n

It’s the only excuse they know. <\/p>\n

But there’s a Big difference. <\/p>\n

Massive difference. <\/p>\n

More:<\/p>\n

I\u2019ll bet that if you\u2019re constantly battling with reluctant patients or \u201ccopay\u201d issues at your clinic it\u2019s because you\u2019re not clearly linking your specialist solutions to the transformations that people want from coming to see you. <\/p>\n

What I mean by \u201ctransformations\u201d? <\/p>\n

I\u2019ve explained it many times to my own therapy staff like this:<\/p>\n

\u201cWe\u2019re in the transformation business – perhaps even the salvation business – and people will pay almost anything to have their situation turned round by you and most will show up for as many visits as you recommend, as long as they trust you and they leave EVERY single session knowing that YOU know what THEY really want to achieve from coming to see you\u201d.<\/p>\n

Ae you doing that? <\/p>\n

Or, just prescribing \u201c3 sessions per week for 4 weeks\u201d and hoping they agree?\u2026 <\/p>\n

If so, try prescribing people some HOPE instead. <\/p>\n

Offer a prescription of care that in the end means they can do simple but vital things like play with grandchildren in the swing park, stand in line at the grocery store or continue to be able to care for their elderly wife or husband, through their own back pain situation. <\/p>\n

When you prescribe a treatment plan with goals like that in mind, they\u2019ll be happy to show up and eager for more. <\/p>\n

Anyway\u2026 that\u2019s it for todays lesson. <\/p>\n

Hope this helps. <\/p>\n

Use this form here to get to get your own transformation:<\/p>\n

Investigate Your Opportunity To Have Your PT Clinic Revenue Transformed! <\/a><\/p>\n

Paul Gough <\/p>\n

P.S Note to physical therapist looking for Marketing Ideas. <\/p>\n

Sign up to Pauls email list and get Marketing ideas and strategies for your pt clinic sent to you by email:<\/p>\n

Click Here to Subscribe to Paul’s Marketing Tips Email List >>> <\/a>