{"id":999,"date":"2016-05-13T17:13:36","date_gmt":"2016-05-13T16:13:36","guid":{"rendered":"http:\/\/www.ptprofitacademy.com\/blog\/?p=999"},"modified":"2017-12-13T14:33:33","modified_gmt":"2017-12-13T14:33:33","slug":"physical-therapy-business-growth-school-week-2","status":"publish","type":"post","link":"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-business-growth-school-week-2\/","title":{"rendered":"[PT Business Growth School] &#8211; The New Patient Journey Experience (Part 2)"},"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;999&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;2&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 - (2 votes)&quot;,&quot;size&quot;:&quot;24&quot;,&quot;title&quot;:&quot;[PT Business Growth School] - The New Patient Journey Experience (Part 2)&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 - (2 votes)    <\/div>\n    <\/div>\n<p><a href=\"http:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/BGS-Banner-Module-2.png\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-1000 size-full\" src=\"http:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/BGS-Banner-Module-2.png\" alt=\"BGS Banner - Module 2\" width=\"650\" height=\"150\" srcset=\"https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/BGS-Banner-Module-2.png 650w, https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/BGS-Banner-Module-2-300x69.png 300w, https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/BGS-Banner-Module-2-624x144.png 624w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/a><\/p>\n<div class=\"arve\" data-mode=\"normal\" data-provider=\"youtube\" id=\"arve-youtube-8bs6ufo8-da6a3d2af00f180840606672\">\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-8bs6ufo8-da6a3d2af00f180840606672\" data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/8Bs6uFo8-DA?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\/8Bs6uFo8-DA?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\\\/physical-therapy-business-growth-school-week-2\\\/#arve-youtube-8bs6ufo8-da6a3d2af00f180840606672\",\"type\":\"VideoObject\",\"embedURL\":\"https:\\\/\\\/www.youtube-nocookie.com\\\/embed\\\/8Bs6uFo8-DA?iv_load_policy=3&modestbranding=1&rel=0&autohide=1&playsinline=0&autoplay=0\"}<\/script>\n<\/div>\n\n<p>So <strong>Week 2 of \u201cPT Business Growth School\u201d<\/strong> &#8211; has kicked off, and the momentum and energy just keeps building\u2026<\/p>\n<p>This week my 72 students were joined in class by PT industry Superstar \u201cJerry Durham\u201d\u2026<\/p>\n<p>(\u2026who REALLY lifted the energy!)<\/p>\n<p>What I love about Jerry is that he \u201cgets it\u201d\u2026<\/p>\n<p>He \u201cgets\u201d that as a health care provider we have to do more than just be \u201cgreat clinicians\u201d\u2026<\/p>\n<p>\u2026We\u2019ve got to be EVEN BETTER providers of EXPERIENCES for the people we serve at our clinics.<\/p>\n<p>It\u2019s why I brought Jerry in to co-teach the module titled <strong>\u201cThe New Patient Journey Experience\u201d<\/strong> &#8211; where we map out the ENTIRE journey &#8211; step-by-step &#8211; that your patients go through with you, and ensure that they get more than they were expecting.<\/p>\n<p>So with that said, here\u2019s a digest of <strong>Module 2<\/strong>, and <strong>\u201c10\u201d of the most prevailing highlights from Week 2 of PT Business Growth School.<\/strong><\/p>\n<h1 style=\"text-align: center;\">Key Takeaways<\/h1>\n<h2>#1 OVER DELIVER on the EXPERIENCE DELIVERY<\/h2>\n<p>Last week (<a href=\"http:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-business-growth-school-week-1\/\">over in Week 1\u2019s highlights<\/a>), I explained that your clinics \u201cUSP\u201d is possibly the No.1 most important thing you can get clear on to grow your business\u2026<\/p>\n<p>(Your \u2018UNIQUE Serving Proposition\u2019)<\/p>\n<p>Once you know that, you can begin to communicate differently with your clients.<\/p>\n<p>The next thing to do is <strong>CREATE AN EXPERIENCE<\/strong> that your patients are happy to pay for.<\/p>\n<p><strong>\u201cGoods and services\u201d<\/strong> are no longer enough to foster growth in ANY industry\u2026<\/p>\n<p>\u2026And given that the PT Profession is saturated with undifferentiated providers of what appears to be the \u201csame service\u201d\u2026<\/p>\n<p>\u2026The greatest opportunity to beat the \u2018co-pay\u2019 or \u201cdeductibles\u201d issue is to deliver an exceptional start to end EXPERIENCE that they\u2019re very happy to pay MORE for.<\/p>\n<p>For context &#8211; at my clinic they pay $160 per visit.<\/p>\n<p>$100 for PT\u2026<\/p>\n<p>\u2026The other $60 is for the experience my team and I provide for them.<\/p>\n<h2>#2 Being Nice, Polite And Courteous &#8211; Isn\u2019t Enough<\/h2>\n<p>When it comes to \u201ccustomer service\u201d, being \u201cnice\u201d, \u201cpolite\u201d and \u201ccourteous\u201d, just isn\u2019t enough any more.<\/p>\n<p>Those things should be happening anyway.<\/p>\n<p>And I worry that some owners think that\u2019s them providing an experience.<\/p>\n<p>It really isn\u2019t.<\/p>\n<p>When someone pays for a service, they pay for a set of intangible activities to be carried out on their behalf &#8211; like a \u201cMassage\u201d.<\/p>\n<p>But when someone buys an \u201cexperience\u201d, they pay to spend time enjoying a series of MEMORABLE EVENTS that a company stages to engage them in a personal way\u2026<\/p>\n<h2>#3 PT Clinics Are A Commodity<\/h2>\n<p><strong>Quick task:<\/strong><\/p>\n<p>\u201cDo a Google search for PT clinics in your area\u201d.<\/p>\n<p>How many come up?<\/p>\n<p>A lot!<\/p>\n<p><a href=\"http:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/Screen-Shot-2016-05-13-at-17.01.07.png\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-1001 size-full\" src=\"http:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/Screen-Shot-2016-05-13-at-17.01.07.png\" alt=\"Screen Shot 2016-05-13 at 17.01.07\" width=\"846\" height=\"468\" srcset=\"https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/Screen-Shot-2016-05-13-at-17.01.07.png 846w, https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/Screen-Shot-2016-05-13-at-17.01.07-300x166.png 300w, https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/Screen-Shot-2016-05-13-at-17.01.07-768x425.png 768w, https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/Screen-Shot-2016-05-13-at-17.01.07-624x345.png 624w\" sizes=\"(max-width: 846px) 100vw, 846px\" \/><\/a><\/p>\n<p>The problem is this: we live in a <strong>\u2018Service Based Economy\u2019<\/strong> where consumers become more and more likely to purchase goods solely on price and availability\u2026<\/p>\n<p>If people in your town can\u2019t \u201cdifferentiate\u201d between the other clinics in your town and you &#8211; then the only thing you compete on is your PT service &#8211; and it\u2019s for that reason so many clinics are experiencing a price pressure right now with patients looking for the cheapest, and minimal viable option.<\/p>\n<p>The answer is to provide an exceptional experience that makes you different.<\/p>\n<h2>#4 Creating An Experience Requires You To Do 4 Things<\/h2>\n<p>Each of these:<\/p>\n<p><strong>1. Educate (actively)<\/strong><\/p>\n<p><strong>2. Entertain<\/strong><\/p>\n<p><strong>3. Escapism<\/strong><\/p>\n<p><strong>4. Aesthetics<\/strong><\/p>\n<p>And if any one is missing, then customers feel it and will tell you their dislike of their current experience with the words <strong><em>\u201cI can\u2019t afford to come more than once per week\u201d.<\/em><\/strong><\/p>\n<p>Roughly translated as: <strong><em>&#8220;I don\u2019t see the value in coming here more than once because I\u2019m only getting a massage or some exercises.&#8221;<\/em><\/strong><\/p>\n<p>Give them a reason to come that is MORE THAN JUST PT &#8211; and they usually do.<\/p>\n<h2>#5 The Way Your Phone Gets Answered Is The Most Important Part Of The Relationship<\/h2>\n<p>When a brand new patient makes the decision to pick up the phone and call you, that first phone call is the most important interaction that will take place.<\/p>\n<p>EVER!<\/p>\n<p>Why so important?<\/p>\n<p>Your no show rates, cancel and arrival rates are 100% determined, before the patient EVEN arrives in your office.<\/p>\n<p>Unfortunately, for most patients, they don\u2019t get more than a \u201c3\u201d minute phone call that does nothing except confirm an appointment time and talk about insurance.<\/p>\n<p>At best they\u2019ll get some directions and told to go onto a website to fill out some forms before they arrive.<\/p>\n<p>That was ok in the 20th Century when people didn\u2019t have a choice, but it\u2019s not acceptable anymore\u2026<\/p>\n<h2>#6 A New Way To Answer The Phone<\/h2>\n<p>Ir\u2019s important that you don\u2019t get involved in a \u201ctransactional\u201d phone call\u2026<\/p>\n<p>\u2026and no matter how they start the call, it\u2019s about you being able to smoothly transition to a question that is both engaging and emotional.<\/p>\n<p>This allows you to add EQUITY and VALUE to the relationship BEFORE you even get them on schedule.<\/p>\n<p>What\u2019s more, doing this will help you better answer the first question that almost all patients ask:<\/p>\n<p><em><strong>\u201cI need to book an appointment, <\/strong><\/em><br \/>\n<em><strong>*do you take my insurance*?\u201d<\/strong><\/em><\/p>\n<h2>#7 Take Your Patients On A Journey<\/h2>\n<p>This is the critical difference between the <strong>good and the great clinics\u2026<\/strong><\/p>\n<p>And it\u2019s what successful companies like the \u2018Ritz Carlton\u2019 are doing to WOW their customers and stand out from the crowd.<\/p>\n<p>Remember &#8211; people don\u2019t want PT, they want the TRANSFORMATION that the skills we have can provide.<\/p>\n<p>(Big difference\u2026)<\/p>\n<p>And one of the things we should do is \u201ctime travel\u201d &#8211; and that means finding out where people want to get to as a result of coming to see you.<\/p>\n<p>How do you do that?<\/p>\n<p>Take the time to ask them <strong>*on the first phone call*!<\/strong><\/p>\n<h2>#8 Chuck The Insurance Under The Bus!<\/h2>\n<p>One of the easiest ways to make a connection with a patient is to find something in common\u2026<\/p>\n<p>And if there\u2019s one thing that patients and PT business owners have in common right now\u2026<\/p>\n<p>\u2026it\u2019s a dislike of insurance!<\/p>\n<p><strong>As my good friend Jerry Durham says:<\/strong><\/p>\n<p><em>\u201cIt doesn\u2019t do any harm to \u201cchuck the insurance companies under the bus\u201d once in a while, if the sore subject of \u201cco-pay\u201d or \u201cdeductibles\u201d is getting in the way of much needed care\u201d.<\/em><\/p>\n<h2><a href=\"https:\/\/www.facebook.com\/ThePaulGough\/?fref=ts\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-1002 size-full\" src=\"http:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/13173830_10153621589619607_25362526006895000_n.jpg\" alt=\"13173830_10153621589619607_25362526006895000_n\" width=\"691\" height=\"691\" srcset=\"https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/13173830_10153621589619607_25362526006895000_n.jpg 691w, https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/13173830_10153621589619607_25362526006895000_n-150x150.jpg 150w, https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/13173830_10153621589619607_25362526006895000_n-300x300.jpg 300w, https:\/\/www.ptprofitacademy.com\/blog\/wp-content\/uploads\/2016\/05\/13173830_10153621589619607_25362526006895000_n-624x624.jpg 624w\" sizes=\"(max-width: 691px) 100vw, 691px\" \/><\/a><br \/>\n#9 The Value Added Welcome Sequence<\/h2>\n<p>This is one of the most powerful systems that helps to grow a thriving PT clinic!<\/p>\n<p>Having this ensures that your patients recognize the value of what you\u2019re bringing to their life &#8211; and even provides you with a safety blanket.<\/p>\n<p>That means that even if your secretary is having an \u2018off day\u2019 and the first phone call with a new patient doesn\u2019t get answered as you would like\u2026<\/p>\n<p>\u2026You can relax knowing that this email sequence will be in action helping patients to understand more about what makes your clinic so different &#8211; and what you will REALLY be doing to help them in exchange for their time and money.<\/p>\n<h2>#10 Give Them The \u201cWarm And Fuzzy\u201d Feeling<\/h2>\n<p>It\u2019s important to CONNECT with patients before they arrive.<\/p>\n<p>I call it giving them the \u201cwarm fuzzy\u201d feeling so that they are excited about coming to see you.<\/p>\n<p>It could be a video of something fun, something that shows-cases you, your staff or your clinic \u2026 and allows people to resonate, and feel CERTAIN that they made the best decision about coming to see you!<\/p>\n<p><strong>(People pay a LOT to feel certain these days!)<\/strong><\/p>\n<p>Ok, there\u2019s your \u201cdigest\u201d of Module 2\u2026<\/p>\n<p><strong>To sum up:<\/strong><\/p>\n<p>It\u2019s all about growing a business that puts PEOPLE first.<\/p>\n<p>If you do that &#8211; you\u2019ll make the profits you truly deserve and people will get the help they surely need.<\/p>\n<p>Right now my students are on with their homework ahead of next week &#8211; where we\u2019ll be joined by PT industry \u201cnumbers\u201d Expert, Andrew Vertson!<\/p>\n<p>PT Business Growth School is all about having a business that grows without you &#8211; and for that to happen, you\u2019ve got to track your numbers.<\/p>\n<p>The problem is, which ones??<\/p>\n<p>We\u2019ll be sure to share some of the highlights from Andrew with you, next week.<\/p>\n<p>===<\/p>\n<p><strong>If you\u2019d like to get notified of when this class next becomes available<\/strong> \u2013 <a href=\"https:\/\/ptprofitacademy.leadpages.co\/growth-school-early-nov\/\">please click here and we\u2019ll be sure to add you to the early priority list, next time.<\/a><\/p>\n<p>OR, if you\u2019re brand new to my PT Business Education Material:<\/p>\n<p><a href=\"https:\/\/my.leadpages.net\/leadbox\/14239b173f72a2%3A1580dba8fb46dc\/5705241014042624\/\">Click here to subscribe to my email list and I\u2019ll send you more Physical Therapy Business Education &gt;&gt;&gt;<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>So Week 2 of \u201cPT Business Growth School\u201d &#8211; has kicked off, and the momentum and energy just keeps building\u2026 This week my 72 students were joined in class by PT industry Superstar \u201cJerry Durham\u201d\u2026 (\u2026who REALLY lifted the energy!) What I love about Jerry is that he \u201cgets it\u201d\u2026 He \u201cgets\u201d that as a&hellip;<\/p>\n<a class=\"more-button\" href=\"https:\/\/www.ptprofitacademy.com\/blog\/physical-therapy-business-growth-school-week-2\/\">Read 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":"<!-- This site is optimized with the Yoast SEO plugin v20.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>[PT Business Growth School] - The New Patient Journey Experience (Part 2) | Physical Therapy Profit Academy<\/title>\n<meta name=\"description\" content=\"Here\u2019s a look behind the scenes of what happened in Module 2 of Physical Therapy Business Growth School, we share with you &quot;10&quot; of the most valuable take aways\" \/>\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\/physical-therapy-business-growth-school-week-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[PT Business Growth School] - The New Patient Journey Experience (Part 2) | Physical Therapy Profit Academy\" \/>\n<meta property=\"og:description\" content=\"Here\u2019s a look behind the scenes of what happened in Module 2 of Physical Therapy Business Growth School, we share with you &quot;10&quot; 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