RECESSION 2020: “How to Make 20% More Profit, Even If You Get 20% Less Patients (…Specifically, How to Limit COVID-19 Cancels, Recoup Your Lost Cash AND, Get a Completely New Marketing Roadmap, Perfect for the Difficult Months Ahead)”

What? Three Part, 4 Hour Live Seminar Covering:

1. Marketing – How to get 20% more profit from 20% less patients

2. Sales – How to communicate with patients to limit cancels and drop offs (and discuss sensitive money/price issues)

3. Finance – How to achieve “Operational Excellence” and avoid losing money as you navigate the Covid-19 Recession

Dear Physical Therapist,

Just a few days ago I received the devastating news that the area where my 4 PT clinics are located was to be placed on the UK Government's Coronavirus “watch list.”

Like so many towns and cities around the world, Coronavirus is spiking in my area and that means my clinic, that is just getting back on its feet since the national lockdown, is likely to be significantly affected if not closed completely in the coming weeks.

It is clear that coronavirus is nowhere near over and as such our physical therapy businesses are once again at the mercy of the government, the “scientists” and the hope that people follow the rules enough to avoid a winter long second wave.

The Recession + Covid-19 = “Hell On Earth” For Small Business Owners Like You And I…

Even if my clinic isn’t forced to close down again, I know I am going to have to deal with the constant cancelling of appointments… a lack of commitment when it comes to booking out a full plan of care… reduced referrals from past patients who are socially distanced from their colleagues and family… not to mention the big staffing decisions we have to make over bringing people back, whether or not we should be adding to our team and trying to grow, or if we should just hope to make it through the winter with what we already have.

On top of that I still have to think about making enough money to pay wages, invest in marketing and ensure that customer service levels remain high and patients get their outcomes.

Is This Just the Beginning of the Real Challenges You and I Face?

If you thought that the coronavirus pandemic and the global financial crisis would be well on its way to being over by now – you’re not alone.

I know of many PT business owners who failed to prepare for the sheer size and scale of this virus and as such are beginning to pay the price. Some have already paid the ultimate price and their PT business is closed for good.

The governments have done a wonderful job of giving anyone who wants it access to money – but now that is drying up, you’re beginning to see the REAL impact of the pandemic on businesses.

PPP loans, disaster loans, furlough schemes and other grants have helped many businesses remain open for a few months giving us a little “bubble.”

But, as politicians continue to use COVID as a means to moving their own agendas forward, furthering lock downs and imposing more restrictions, we are going to see continued economic suffering, more business closing, mass unemployment and money being “parked” by those who have it until this all blows over… but just WHEN is that going to happen?

Surely you don’t believe that a vaccine is going to magically appear in time for Christmas and life and your patients will instantly spring back to 2019, do you???

Anyone can handle a few months upheaval… but what if this lasts for two or three years? What if 20% of your patients continue to stay away?

What if your best patients lose their jobs and with it their Health Insurance policy that covers the cost of their treatment at your clinic?

That has happened to a dozen or so of my top patients already and we’re now having to convince them to pay out of their own pocket for a service that for years was paid for by Insurance.

Are you ready and able to replace those patients?

And, are you ready and able to have the hard conversations about paying for the treatment out of their own pocket?

Really, the big question is: what will YOU do to preserve and protect your business NOW?

We each have a choice about what we will do from here.

Many clinic owners will cower and hesitate . . . act like a deer in headlights, frozen from fear and uncertainty.

Many will just roll over and accept the losses, convinced “there’s nothing that can be done” talking to other PTs in their online forums who think that the whole world should stop (and hope the government bails everyone out!).

Other clinic owners will sit idly by, hoping for things to turn around as they watch their private practice – and their income – quickly dwindle.

What will you do?

My Focus This Winter: “More Profit from Less Patients”

I’m back in Florida now, but I’ve spent the best part of the summer back at my clinic in the UK and all I’ve done is work hard on implementing new and improved strategies and advancing systems with the goal of bringing in more profit – even if we get 20% less patients over the next 6 months.

Me and my team have been laser focused on getting everything we can from our external marketing (Google, Facebook, etc) and we are putting more effort than ever into our internal marketing (referral promotions etc).

We’ve developed new sales scripts and we put a huge focus on something I call “OPERATIONAL EXCELLENCE” – that really, is the key to surviving an economic downturn.

See, in a downturn – like now, during this recession/crisis/pandemic in 2020 – it’s NOT about chasing more and more new patients are pursuing RISKY GROWTH.

No, it’s about getting a better version of the business you had pre-crisis.

We’ve developed scorecards for our staff (game changers for anyone who’s business is stuck or lack lustre in its growth), clearly defined existing job roles, identified new roles we need to hire for and we even worked out a process for ensuring that every new patient comes back to us within 12 months AND refers another to us within 30 days.

It’s called our “Maximum Value and Patient Bounce Back process”.

It’s all part of my strategy to make more money even though we might end up getting less new patients.

It’s a much better strategy that pursuing risk or aggressive growth and spending $10,000’s with Facebook like many owners are going to try and do.

Thanks to the chaos, I’ve never been more focused on growing my physical therapy business. I know there are many challenges ahead – mainly financial – but I believe I’ve worked out a path to making more despite the dark clouds that lay ahead.

What is more, I’ve decided to share the TOP THREE strategies with you (and 49 other clinic owners) on a ONE TIME, NEVER TO BE REPEATED, 4-Hour Masterclass that I am hosting this Saturday, live from my home in Orlando.

It’s a three-part, 4-hour Masterclass I am teaching LIVE that will have THREE SPECIFIC FOCUSES:

1. Marketing – How to get 20% more profit from 20% less patients

2. Sales – How to communicate with patients to limit cancels and drop offs (and discuss sensitive money/price issues)

3. Finance – How to achieve “Operational Excellence” and avoid losing money as you navigate the Covid-19 Recession

This Is My SECOND RECESSION… I Learned a Lot from The First in 2008. I’ll Share My Biggest Lessons With You. PLUS, You’ll Discover All of This During Our Four Hours Together:

• How to get 20% more profit – even if you see 20% less patients (yes, this really IS possible and it’s easier than you think. All you need is a checklist …)

• The 10 step checklist we’ve created at my clinic to ensure that every patient comes back within 12 months and refers at least one more within 30 days

• Recession Proof Marketing: The EXACT 10 steps you need to take to boost your marketing results in a recession

• Profit Protection; the exact steps you need to take to make sure you don’t lose even more money in the dark winter months ahead…

• How to make sure you don’t run out of cash altogether

• What marketing works – and what doesn’t – during a Recession…

• How to avoid being “price shopped” by people looking to save money…

• vThe most important role in your PT business right in a bad economy – and how to make sure you’ve got the right person for the job (hint: it’s not one of your PTs)…

• How buyers change during a recession – and what to do about it…

• How have you faired against other PT business owners like you during covid-19? Have you lost more or less money? Are you in good or bad shape compared to your peers? You’ll find out in the first 15 minutes…

• Is anyone making any money right now in the PT profession? If so, who? What are their business models and how are they marketing to patients?

• The 3 things that will stay the same during a Recession – and the 3 things that will change…

• How to combat rising marketing costs (…advertising goes down, but customer acquisition cost goes UP)…

• How to sell to patients who are price shopping…

• Why focusing on “hygiene” in your marketing is wrong – and what to do instead…

• What never to say to a patient during a recession if they ask about price…

• What all customers REALLY WANT during a recession (and it isn’t a low price…)

• They say that there will be a lot of “new opportunities” because of all of this…what are they? How will you find them? I’ll tell you how our most successful clients are finding them RIGHT NOW…

• “Operational Excellence”, how it could RESCUE your business profits in 2020 and how to achieve it inside 4 weeks…

This entire 4 Hours is about setting you up to survive – no matter how big or bad this Recession gets.

On top of that, I’ll give you my predictions for the next 6-12 months and some of the obstacles and challenges that are likely to come up in a Recession that you might not have considered yet…

When you sign up for the Masterclass, you will also get access to 2 x 90 minute INSTANT ACCESS video trainings from my amazing “Front Desk Superstars” Program that has helped over 200 clinic owners to change their sales and communication process with their patients since Covid-19.

And, when you attend, you’ll also get instant access to the “3 Power Questions Special Report” I created that is designed to help patients reconsider their decision to cancel on you.

Specifically, you’ll get:

• Free Bonus Video Training 1: How to Communicate with Patients Who Dropped Off Your Schedule Because of Covid-19 (And, Specifically, How To Get Them Back On)

• Free Bonus Video Training 2: How to Convert Patients Who Are “Skeptical” About Coming For In-Person PT Because of Covid-19

(It’s been said that these two video trainings are worth the price of the seminar alone and I would have to agree).

The reality is that the $97 investment required to enrol in this Masterclass is NOTHING in comparison to the amount you will make because you know how to get people over their fears and doubts about coming to see you.

In that way, the cost of the program is actually zero.

As well as those two amazing video trainings, you will also get:

• 32 page handout/workbook

• Download of all session slides

• Free 90-minute Strategy call with my senior marketing person after you complete the Masterclass to help you implement everything you discover

This is your first step to surviving the coming recession and recouping some of your cash.

Please make the commitment to yourself and your business by clicking the link below to register for your seat on the program before we sell out:

I designed this Masterclass with you in mind if you’re worried about the coming Recession and dark winter months, what it could mean if more people in your town lose their jobs, if coronavirus continues to spike, patients remain reluctant to attend your clinic or the government enforces a local lockdown on your town.

Specifically, I want to give you the clarity, the confidence, the direction and the know-how to navigate the big challenges ahead.

It’s for you if:

• If you LACK a CLEAR and PRECISE Marketing Plan that will work during a Recession, this is perfect for you…

• If you LACK a CLEAR and PRECISE method for converting skeptical patients and limiting CANCELS of DROP OFFs, this is perfect for you…

• If you LACK CLEAR and PRECISE financial controls and cash flow management strategies, this is perfect for you…

• If you’re worried about spending money on Marketing – and you want to know how to make money without risking spending too much on Google, Facebook etc, - this is perfect for you

• If your business has been left devastated because of coronavirus round 1, you will love this Masterclass

• If you’re worried about how to market and communicate to your patients during the coming recession, you will love this Masterclass

• If your staff are telling you “no one has any money”, and that is getting in the way of your conversions, you will love this Masterclass

• If you’re worried about patients “price shopping you” or being more resistant to your fees, I’ll explain how to overcome that.

• If you’re simply looking for a “I never knew that about running a business in a Recession” moment, you will love this Masterclass…

Plus, How Do you Match Up Against Your Peers? Have you Done Better or Worse During Covid-19?

On this exclusive FOUR-HOUR MASTERCLASS, you’re going to discover the vital changes you should make to your marketing and how the current crisis has changed what and HOW we should be COMMUNICATE to patients.

You have to speak to patients a lot more delicately, ask more and better questions and I’ll tell you exactly what those are and how to do that, on the Masterclass that you simply can’t afford to miss. Just one patient you will rescue will more than cover the fee of this Masterclass.

You can join me LIVE and that means I am on hand to answer your questions.

I’ll start with a “State of the Union” address and I’ll present to you the findings of the most recent survey of 10,000’s of PT Business Owners we did and how Covid-19 has affected them.

How do you match up to your peers? Have you done better or worse? What are the new opportunities that they’re taking advantage of that you might be missing out on?

How many have shifted to online programs? Introduced new pricing strategies? Or added new products and cash wellness programs that boost profits?

I’ll share the results of this in the first 30 minutes of the Masterclass…

Best - Spaces Limited to Just 50 Clinic Owners

For your convenience, I am limiting the seminar to just 50 people so that I can answer your questions and be on hand to help you make sense of what I’ll be teaching, and how it will apply to you and your business.

The $97 Fee Will Put Off the Time Wasters…

Even better, there is a $97 registration fee that will do a great job of putting off the time wasters and leave me and you to get on with discussing strategies to beat and overcome the 2020 Recession.

I am sure many people reading this will have some other commitments this Saturday – like shopping or cutting the grass – and the $97 fee weeds these folks out.

It is just $97 (or 2 x $50) for attending this Masterclass but please do not be put off by how cheap it is. The value will be worth 10X that.

The reality is that the Masterclass is easily worth $1000 but because of the extra ordinary times – a global financial crisis and deep Recession - that we’re living in I want to make this affordable to every clinic owner who is serious about surviving.

If your PT business has been affected – and you’re worried about how bad it is going to get this winter – you will love every second of the FOUR HOURS Masterclass as I will show you what you must do in order to protect your business from the crisis.

I know that many PT businesses will not survive the coming winter and one of the reasons is because the business OWNER, will, quite simply, burry their head in the sand and do nothing.

Please make the decision to NOT be one of them.

Paul Gough 😊

P.S. This is for you if you have an honest ambition and you’re serious about wanting to recover from the mess that coronavirus has created in your business and you want to survive the Recession.

If you have a “nothing is more important than fixing this” attitude then this is for you.