{"id":620,"date":"2015-09-04T14:32:32","date_gmt":"2015-09-04T13:32:32","guid":{"rendered":"http:\/\/www.ptprofitacademy.com\/blog\/?p=620"},"modified":"2015-09-08T12:54:41","modified_gmt":"2015-09-08T11:54:41","slug":"the-hard-truth-about-attracting-high-value-patients-to-your-pt-practice","status":"publish","type":"post","link":"https:\/\/www.ptprofitacademy.com\/blog\/the-hard-truth-about-attracting-high-value-patients-to-your-pt-practice\/","title":{"rendered":"The Hard Truth About Attracting High Value Patients To Your PT Practice"},"content":{"rendered":"\n\n<div class=\"kk-star-ratings kksr-auto kksr-align-left kksr-valign-top\"\n    data-payload='{&quot;align&quot;:&quot;left&quot;,&quot;id&quot;:&quot;620&quot;,&quot;slug&quot;:&quot;default&quot;,&quot;valign&quot;:&quot;top&quot;,&quot;ignore&quot;:&quot;&quot;,&quot;reference&quot;:&quot;auto&quot;,&quot;class&quot;:&quot;&quot;,&quot;count&quot;:&quot;4&quot;,&quot;legendonly&quot;:&quot;&quot;,&quot;readonly&quot;:&quot;&quot;,&quot;score&quot;:&quot;5&quot;,&quot;starsonly&quot;:&quot;&quot;,&quot;best&quot;:&quot;5&quot;,&quot;gap&quot;:&quot;5&quot;,&quot;greet&quot;:&quot;Rate this post&quot;,&quot;legend&quot;:&quot;5\\\/5 - (4 votes)&quot;,&quot;size&quot;:&quot;24&quot;,&quot;title&quot;:&quot;The Hard Truth About Attracting High Value Patients To Your PT Practice&quot;,&quot;width&quot;:&quot;142.5&quot;,&quot;_legend&quot;:&quot;{score}\\\/{best} - ({count} {votes})&quot;,&quot;font_factor&quot;:&quot;1.25&quot;}'>\n            \n<div class=\"kksr-stars\">\n    \n<div class=\"kksr-stars-inactive\">\n            <div class=\"kksr-star\" data-star=\"1\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"2\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"3\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"4\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"5\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n    \n<div class=\"kksr-stars-active\" style=\"width: 142.5px;\">\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n                \n\n<div class=\"kksr-legend\" style=\"font-size: 19.2px;\">\n            5\/5 - (4 votes)    <\/div>\n    <\/div>\n<div class=\"arve\" data-mode=\"normal\" data-provider=\"youtube\" id=\"arve-youtube-kbqndja9nty6a0cb1e77bffe618721129\">\n<span class=\"arve-inner\">\n<span class=\"arve-embed arve-embed--has-aspect-ratio\">\n<span class=\"arve-ar\" style=\"padding-top:56.250000%\"><\/span><iframe allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen class=\"arve-iframe fitvidsignore\" data-arve=\"arve-youtube-kbqndja9nty6a0cb1e77bffe618721129\" data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/kBqNdja9ntY?iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"0\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/kBqNdja9ntY?iv_load_policy=3&#038;modestbranding=1&#038;rel=0&#038;autohide=1&#038;playsinline=0&#038;autoplay=0\"><\/iframe>\n\n<\/span>\n\n<\/span>\n<script type=\"application\/ld+json\">{\"@context\":\"http:\\\/\\\/schema.org\\\/\",\"@id\":\"https:\\\/\\\/www.ptprofitacademy.com\\\/blog\\\/the-hard-truth-about-attracting-high-value-patients-to-your-pt-practice\\\/#arve-youtube-kbqndja9nty6a0cb1e77bffe618721129\",\"type\":\"VideoObject\",\"embedURL\":\"https:\\\/\\\/www.youtube-nocookie.com\\\/embed\\\/kBqNdja9ntY?iv_load_policy=3&modestbranding=1&rel=0&autohide=1&playsinline=0&autoplay=0\"}<\/script>\n<\/div>\n\n<p>In this PT Profit Academy Tutorial we\u2019re going to show you how to avoid the common mistake that sees many PT\u2019s playing the equivalent of a game of \u201cblind archery\u201d, with their Marketing efforts.<\/p>\n<p>And to do that, we\u2019ll start with this question:<\/p>\n<blockquote>\n<p class=\"p1\"><em><strong><span class=\"s1\">&#8220;I like to work with Weekend Warriors,<br \/>\nhow do I\u00a0<\/span><\/strong><\/em><em><strong><span class=\"s1\">target more of them?&#8221;<\/span><\/strong><\/em><\/p>\n<\/blockquote>\n<p>That was a question I was asked by a PT Owner (from MI) this week, during a Live training event.<\/p>\n<p>We were mid-way through a Learning Module about \u201cIdentifying and targeting your ideal patient\u201d with your Marketing.<\/p>\n<p>The ability to identify your ideal patient is fundamental to ALL marketing activities and a pre-requisite for business growth and sustained success.<\/p>\n<p>If you don\u2019t know who he or she is, you\u2019re not going to be able to find them. And if you\u2019re running an advert without having a clear picture of that person in your head\u2026 it\u2019s a lot like playing a game of blind archery &#8211; there\u2019s very little chance of winning.<\/p>\n<p>Now I know that in PT Land we know what a \u201cweekend warrior\u201d is\u2026 but here\u2019s my question to you:<\/p>\n<h1 style=\"text-align: center;\">\u201cDo THEY think of themselves as a Weekend Warrior?\u201d<\/h1>\n<p style=\"text-align: left;\">Do they realise that you\u2019re talking directly to them if you mention \u201cWeekend Warrior\u201d in your marketing?<\/p>\n<p>I suspect <strong>NOT<\/strong>.<\/p>\n<p>And even if they do, the next question is this:<\/p>\n<p>\u201cAre enough of them motivated to, and happy enough to pay you their COPAY, that you\u2019re able to make the handsome profit that \u00a0you want at the end of each month?<\/p>\n<p><strong>&#8230;Not to mention scale and grow your practice &#8211; and be able to do business on your terms&#8230; confidently and authoritatively being able to prescribe treatment plans, and even charging higher prices??&#8221;<\/strong><\/p>\n<p>All of the latter being a LOT easier, when you know you have a constant supply of your ideal patients ASKING to do business with you.<\/p>\n<p>My FEAR for PT\u2019s who say they like to work with \u201cWeekend Warriors\u201d is that I don\u2019t know if enough \u201cWeekend Warriors\u201d actually know who they are.<\/p>\n<p><a href=\"http:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2015\/09\/Weekend-Warrior.png\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-627 size-full\" src=\"http:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2015\/09\/Weekend-Warrior.png\" alt=\"Weekend Warrior!\" width=\"560\" height=\"315\" srcset=\"https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2015\/09\/Weekend-Warrior.png 560w, https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2015\/09\/Weekend-Warrior-300x169.png 300w\" sizes=\"(max-width: 560px) 100vw, 560px\" \/><\/a><\/p>\n<p>And therefore, are likely to completely ignore the message in your ad &#8211; even if it&#8217;s good!<\/p>\n<p><strong>To be more successful with your ads<\/strong>\u2026 think about what words you have to say that will resonate with THEM, as they see THEMSELVES.<\/p>\n<h2 style=\"text-align: center;\">See, it is <strong>THEIR<\/strong> perception, <strong>NOT<\/strong> ours, that counts.<\/h2>\n<p>Our perception of them is a \u201cWeekend Warrior\u201d.<\/p>\n<p>I know a few equivalents of a \u201cWeekend Warrior\u201d, but if I said it to them, they would not have a clue of what a \u201cWeekend Warrior\u201d actually is &#8211; and what I was going on about\u2026<\/p>\n<p>So, you need to be more specific.<\/p>\n<p>Something like this:<\/p>\n<p><em>\u201cAre you a regular at triathlon events?\u201d<\/em><\/p>\n<p><em>\u201cAre you currently frustrated by your lack of ability to get past the 12 mile stage in your run, because your lower-back gets tight or stiff?\u201d<\/em><\/p>\n<p><em>\u201cAre you a golfer who can\u2019t make it past the 13th hole without needing to hop in a buggy, because of dull knee pain, or a constant knee ache?\u201d<\/em><\/p>\n<p>You\u2019re still talking to this GROUP\u2026 but probably with <span style=\"text-decoration: underline;\">something more personal to them<\/span>\u2026 that they can associate with, and understand that it\u2019s them you are talking to.<\/p>\n<p>And that brings us to another point of this PT Profit Academy Tutorial\u2026<\/p>\n<h1 style=\"text-align: center;\">Here\u2019s another question I received during the same Live training event:<\/h1>\n<p>==<\/p>\n<p><em>\u201cPaul\u2026 Is your ideal patient real? Or are they fictitious? Are they crafted around your favourite activities and what you like to treat?<\/em><\/p>\n<p><em>Or, are they centred around real people\u2019s interests?\u201d<\/em><\/p>\n<p>===<\/p>\n<p>My ideal patient is <strong>real.<\/strong><\/p>\n<p>In fact I have a <a href=\"https:\/\/player.vimeo.com\/video\/80364024\" target=\"_blank\">video of her<\/a>, I\u2019ve written a <a href=\"http:\/\/www.paulgoughphysio.com\/blog\/how-do-i-choose-a-physiotherapist-thats-right-for-me\/\" target=\"_blank\">blog post on her as well<\/a> so I could share it with my staff, and what I did was I compared and contrasted her against the polar opposite &#8211; somebody I don\u2019t want to work with &#8211; you can get an idea for yourself by checking out that <a href=\"http:\/\/www.paulgoughphysio.com\/blog\/how-do-i-choose-a-physiotherapist-thats-right-for-me\/\" target=\"_blank\">blog post here<\/a>.<\/p>\n<p><a href=\"https:\/\/player.vimeo.com\/video\/80364024\" target=\"_blank\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-623 size-large\" src=\"http:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2015\/09\/Mary-1024x576.png\" alt=\"Mary\" width=\"625\" height=\"352\" srcset=\"https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2015\/09\/Mary-1024x576.png 1024w, https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2015\/09\/Mary-300x169.png 300w, https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2015\/09\/Mary-624x351.png 624w, https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2015\/09\/Mary.png 1251w\" sizes=\"(max-width: 625px) 100vw, 625px\" \/><\/a><\/p>\n<p>But if you\u2019re choosing your ideal patient purely based on your interests and your skills, you might be limiting yourself.<\/p>\n<h2 style=\"text-align: center;\">A real life example:<\/h2>\n<p>I worked in professional soccer for 5 years \u2026 I was the head PT at two major soccer clubs in the UK. I love soccer. Played it all my life and watched my local team since I was a young boy every Saturday.<\/p>\n<p>When I left professional soccer to start my own PT practice\u2026 everyone assumed I would set up a practice to help people with sports injuries, as that was my thing\u2026<\/p>\n<p>And I would have done \u201cok\u201d\u2026<\/p>\n<p>But not as well as I am today running 4 practices and helping more than 2000 patients per month across my company <a href=\"http:\/\/www.paulgoughphysio.com\" target=\"_blank\">\u201cThe Paul Gough Physio Rooms\u201d<\/a>.<\/p>\n<p>See, local Sunday morning soccer players (\u201cweekend warriors\u201d), are NOT likely to be motivated enough to pay me the equivalent of $1000 to get back to playing their sport.<\/p>\n<p>It was an obvious decision to make that if I wanted a better PT practice, I wouldn\u2019t get it with an ideal patient who wanted to get fit to play soccer next weekend.<\/p>\n<p>Golfers?<\/p>\n<p>Yes.<strong> They have a proven buyer behaviour of investing a LOT of money into course fees ($2000+) and golf clubs\u2026<\/strong><\/p>\n<p>Cyclists?<\/p>\n<p>Yes\u2026 they have likely bought a bike worth $10,000 +\u2026 a<strong>nd so if they have a bad back and can\u2019t ride that bike, it irritates them that they can\u2019t get on that expensive bike, therefore they have a higher motivation to come and see me, than just ending back pain.<\/strong><\/p>\n<p>A previous PROVEN history of spending money on themselves is something I look for as I choose my target patient. I do not want to be the one that has to kick-start that buyer behaviour.<\/p>\n<h2 style=\"text-align: center;\">So my answer to the question\u2026<\/h2>\n<p>Yes, you can possibly get better outcomes for those patients if it\u2019s your interests your working with\u2026 and I like that\u2026 but where I don\u2019t think it works, is if it\u2019s all about <strong>you<\/strong> and <strong>your<\/strong> interests &#8211; there might not be enough people out there who have problems associated with your interests and specific skills.<\/p>\n<p><strong>My advice if you want to make more money and grow your practice more quickly?&#8230;<\/strong><\/p>\n<p>Switch your target audience to people aged 50+, people who VALUE their health too much to risk losing it\u2026 THEN fit your skills and choose your Con Ed. courses to be able to better serve that person.<\/p>\n<p>That\u2019s stark contrast to a lot of PT\u2019s who will say \u201cI\u2019ve got all of these great skills, I\u2019ve been on all of these great courses that interest THEM, then they try to find somebody to match those too &#8211; which is actually the wrong way to build a business.<\/p>\n<p>I\u2019m not saying it\u2019s right or wrong in wether it satisfies or gives you what you want out of your life\u2026 but ultimately, if you\u2019re asking me a flat out business growth question, any successful business starts with the<strong> \u201cWHO\u201d<\/strong> &#8211; and everything else comes after that.<\/p>\n<p>You start with the <strong>WHO<\/strong> you want to sell to, and then you find the product.<\/p>\n<p>The business that can\u2019t get off the ground has a great product, it\u2019s unique, brand new, completely different and the owner of the product can\u2019t wait to Market product\u2026 but the problem is he doesn\u2019t know who is going to buy it\u2026 he didn\u2019t identify his \u201cwho\u201d\u2026 therefore his marketing fails &#8211; and he thinks no-body wants his great new product.<\/p>\n<h3>That\u2019s a familiar story in PT Land\u2026<\/h3>\n<p>I was once at a Mastermind Event with \u201cDamon John\u201d (from Shark Tank) &#8211; and his whole concept is that as long as he has an audience &#8211; a \u201cWHO\u201d &#8211; he can sell anything to them.<\/p>\n<p>When his clothing company that he built up in the 90\u2019s went out of fashion, it didn\u2019t affect him. People stopped buying HIS brand, but his profits never dropped because he had a huge list of people with the same interests and buying habits.<\/p>\n<p>All he did was he went out and found a new clothing range to sell to that exact same buyer. He separated the emotional aspect of no one wanting HIS designs, and was more profitable because of it.<\/p>\n<p>And that\u2019s one of the mistakes that I think most PT\u2019s make &#8211; we get so attached to the one thing that we love, but it\u2019s not necessarily what the patient and the audience who have the revenue to keep us in business, and to grow businesses successfully, actually want to pay for.<\/p>\n<p>It\u2019s up to you wether you want to pursue your interests, or wether you want to try and find an audience that you can help &#8211; that have a track record of spending money on their health\u2026 and in exchange for your great health care service, they\u2019ll part with their COPAY, or an excess of cash\u2026<\/p>\n<p>\u2026And then you go and study and go on courses specifically to serve that group of people.<\/p>\n<p>I\u2019ll finish todays tutorial by saying that at the <a href=\"http:\/\/www.paulgoughphysio.com\" target=\"_blank\">Paul Gough Physio Rooms<\/a>, any course that my PT\u2019s want me to pay for, I will only pay for that course if it\u2019s in line with being able to treat our ideal patient (<a href=\"http:\/\/www.paulgoughphysio.com\/blog\/how-do-i-choose-a-physiotherapist-thats-right-for-me\/\" target=\"_blank\">Mary!<\/a>).<\/p>\n<p>If the course isn\u2019t geared up to being in line with helping the typical problems that Mary presents at my practice, I\u2019m not going to invest in the course because it isn\u2019t taking my practice in the direction that I want it to go in &#8211; that being better able to help people in their 50\u2019s + who want to keep active and mobile, and live free from pills or bothering the doctor!<\/p>\n<p>For more PT Marketing ideas like this, sign up to Paul\u2019s email list and we\u2019ll send them to you with our compliments via email, regularly.<\/p>\n<p>Do that by signing up, here:<\/p>\n<p><a href=\"https:\/\/my.leadpages.net\/leadbox\/14239b173f72a2%3A1580dba8fb46dc\/5705241014042624\/\" target=\"_blank\">Click Here to Subscribe to Paul&#8217;s Marketing Tips Email List &gt;&gt;&gt;<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this PT Profit Academy Tutorial we\u2019re going to show you how to avoid the common mistake that sees many PT\u2019s playing the equivalent of a game of \u201cblind archery\u201d, with their Marketing efforts. And to do that, we\u2019ll start with this question: &#8220;I like to work with Weekend Warriors, how do I\u00a0target more of&hellip;<\/p>\n<a class=\"more-button\" href=\"https:\/\/www.ptprofitacademy.com\/blog\/the-hard-truth-about-attracting-high-value-patients-to-your-pt-practice\/\">Read 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":"<!-- This site is optimized with the Yoast SEO plugin v20.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Hard Truth About Attracting High Value Patients To Your PT Practice | Physical Therapy Profit Academy<\/title>\n<meta name=\"description\" content=\"Marketing ideas for PT&#039;s: Discover how to attract and acquire more new patients to your clinic simply by identifying your ideal patient\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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