Wrong Approach to Marketing Private Practice

The Wrong Approach to Marketing Your Private Practice

You might be getting it all wrong when it comes to marketing your private practice—most people do! Here’s how to distinguish your practice effectively.

Frankly, most private practice owners get it all wrong.

They think they’re working hard at marketing—but in reality, they’re spinning their wheels.

Here are some classic ways that most private practice owners fail in their marketing—along with more effective alternatives that can make a real difference in practice building.

“Talking at” the prospective patient instead of listening to his or her unique needs.

Effective marketing is not a monologue. Honestly, whether we’re talking about a billboard or a website, prospective patients are turned off when they sense that your marketing is all about you. Patients want to hear about themselves. Good marketing is an invitation to an ongoing dialogue about the patient’s needs.

Having no idea about your target market.

If the audience you’re trying to reach with your marketing materials is “everyone in the local area,” you’ve already failed. Your private practice can’t cater to “everyone,” and identifying your ideal patient (demographics, buying habits, personal preferences) will make a world of difference in the long-term sustainability of your practice.

Thinking it’s enough if the community knows your name.

Once upon a time, the idea was to “get your name out there” and rely on name recognition as your primary marketing tool for private practice. But it’s not a small-town world anymore, and patients know they have a lot of choices in where to take their business. You absolutely must craft an effective message about your private practice and target it at the right kind of patient.

Betting on one marketing venue to bring in all your new patients.

You might think it’s not a good idea to spread yourself thin in terms of allotting a marketing budget to too many venues, and there’s some truth to that. But don’t swing too far the other way and put every cent into one single approach.

There’s a reason why private practice owners tend to think that marketing is overwhelming and difficult—without guidance, it can be.

I invite you to visit here frequently for more tips about creating a sustainable private practice!

I wish you the best along your journeys!

Want to learn more about how to build your private practice?

Then Join my team experts for a free strategy session HERE

Have a great day!

The PPW team

Private Practice Marketing Strategy

Private Practice Marketing Strategy: Are You Way Behind?

If you’re way behind in marketing your private practice (like most private practice owners), here’s a step-by-step plan to rescue your marketing plan today.

It’s a sad fact that most private practice owners leave marketing tasks somewhere at the bottom of their to-do lists.

What’s even worse is that most of them don’t even have a comprehensive marketing plan—so whatever marketing does happen, it’s chaotic and ineffective.

Every week that you ignore marketing is another week that your private practice falls behind. That means your competitors are out there winning over YOUR patients while you look the other way.

It goes without saying that this is not the way to build a sustainable private practice.

Here are the simple steps to rescuing your private practice marketing so that you and your business can thrive in the long term.

Schedule planning time for marketing. Put it on your calendar. Ideally, you’d be devoting a few minutes to this every day. If that seems impossible right now, try an hour a week to start. Make it an uninterrupted hour when no one else is around, whether that means an early morning or a late evening for you.

Know your marketing budget. Most private practice owners pick a figure out of the air when it comes to allotting a marketing budget. Others ignore the budget concept altogether and simply spend a little here and a little there. To do this right, you absolutely must know what you’re willing and able to spend.

Define your marketing goals, long term and short term. It’s not enough to have an idea of what you’d like to do to market your private practice; you have to understand WHY you intend to do it and what the intended outcome will be.

Consider the ways that you can improve internal marketing opportunities. Before you spend money on ads or any external marketing approach, look at the missed opportunities in terms of your existing patient base. What can you do right now to improve customer service and increase referrals?

Improve your website. Your online presence is the number one way you’re putting yourself out there. If a prospective patient is compelled by an ad to go to your website, but then the patient is confused or turned off by what he/she finds on your site, you’ve lost an opportunity.

Find effective ways to track the ROI of your marketing efforts. Don’t throw your private practice marketing funds down the drain by never assessing how well each promotional effort has worked. If you don’t know what has already proven effective (and what bombed), how will you know what to do next?

I invite you to visit here frequently for more tips about creating a sustainable private practice!

I wish you the best along your journeys!

Want to learn more about how to build your private practice?

Then Join my team experts for a free strategy session HERE

Have a great day!

The PPW team


What “Word of Mouth” Really Means for Your Private Practice

Don’t take it for granted that you know what “word of mouth” means—and how it affects your private practice success.

Some things never change in marketing a private practice—like the power of “word of mouth” advertising.

But wait! “Word of mouth” doesn’t mean what it used to mean.

Years ago, when we talked about word of mouth, we meant that people talked to each other about things. They talked over the water cooler at work, at social gatherings, and in casual interactions with familiar faces at the post office or grocery store.

Nowadays, it’s a digital era. For better or worse, folks just don’t talk to each other in the same way face to face. When it comes to word of mouth marketing these days, it’s all about Internet interactions. People who are happy with a service will “like” the private practice page on Facebook or give it several stars on Yelp. People who are actively searching for a service like yours in their area will turn to those online resources looking for social proof.

What does that mean for your private practice? It means that you need to be online, not just in a standard “meets expectations” kind of way, but in a big way.

These days, when we talk about differentiating yourself from the competition, we’re not talking about having a better ad in the Yellow Pages. We’re talking about your private practice website. Not just that you HAVE a website, but that the site actively works to recruit new patients and maintain relationships with existing ones.

Even if it turns out to be a traditional “word of mouth” and face to face referral, it’s very likely that the prospective patient will stick check out your private practice website. He or she may just be looking for directions to your office—but chances are, the real information being gathered is a sense of fit. Today’s patient is a savvy consumer.

Does your private practice website have what it takes to win over today’s high patient expectations?

I invite you to visit here frequently for more tips about creating a sustainable private practice!

I wish you the best along your journeys!

Want to learn more about how to build your private practice?

Then Join my team experts for a free strategy session HERE

Have a great day!

The PPW team

Your Private Practice Needs Serious Help

Private Practice Owners Must Use Content Marketing Effectively (Here’s Why It Matters)

For private practice owners, effective content marketing can make or break your long-term success.

You’ve heard about “content marketing” and that private practice owners should be using it to build their businesses. But do you really know what content marketing means—or why it’s so important to the long-term success of your private practice?

In short, content marketing means that through your online presence (your website, your social media accounts, and so on), you are providing valuable information to potential and current patients. The goal is to enrich their lives through building a teaching relationship with them.

There are several reasons why private practice owners absolutely must embrace content marketing and use it effectively for private practice building.

Your content enhances your branding. There is much, much more to branding for private practice owners than just your logo and website design. Every message you share with your local audience enhances and develops your brand by emphasizing the ways that you serve patients and the community.

Patients are constantly looking for information online, and they are eager to find a trusted source. Private practice owners can use effective content to capture the attention of their ideal patients, not just right now, but for the long term.

Great content marketing is about building relationships. Rather than focusing on the interests and specialties of private practice owners, it emphasizes the needs and interests of the audience—your prospective patients. In other words, content marketing isn’t a monologue; it’s a conversation.

Content marketing is an opportunity for private practice owners to use storytelling as a way to engage audiences and humanize providers. Human beings love stories, and potential patients will feel a bond with you when they read relevant personal information and hear significant information in your “voice.” These patients will follow you over time, and they’ll tell others about you.

I invite you to visit here frequently for more tips about creating a sustainable private practice!

I wish you the best along your journeys!

Want to learn more about how to build your private practice?

Then Join my team experts for a free strategy session HERE

Have a great day!

The PPW team

Private Practice Building and New Patient Calls

Are You Giving Your Private Practice Patients What They Want?

You’ll retain more patients, not to mention garnering more frequent referrals, when you’re able to give patients exactly what they’re looking for in your private practice.

Understanding the needs and desires of your patients is key to success in private practice. But do you really know what they want?

Naturally, they want excellent service by their clinical provider and by the staff. That’s a given.

You might be surprised at some of the other things that private practice patients want—especially in a private pay model, where patients expect more.

Consider some of these points, which you may not have considered as necessary in your private practice (or you may not have thought about some of them at all):

Patients want to feel understood. Are you and your private practice staff making an effort to provide empathy to every patient, every time? The human connection is vital in terms of the patient’s perception of “quality of care.” And it’s important to realize that patients who feel cared about and understood will be less bothered by inevitable hiccups, like having to wait longer than expected for an appointment.

Patients want technological benefits. It’s not enough to have current magazines or a TV in your waiting area. What about free wi-fi so they can read email or work on a laptop while waiting? Also, think of other ways you could use technology in the name of customer service. Some private practice offices have begun offering to send a text to the patient’s cell phone if the office schedule is running behind, for example.

Patients want to be happy. The more your private practice is able to address this desire, the more satisfied patients will be (and the more often they will refer others to you). When you go beyond resolving a physical pain and make them feel good in general, they’ll be loyal fans for life.

I invite you to visit here frequently for more tips about creating a sustainable private practice!

I wish you the best along your journeys!

Want to learn more about how to build your private practice?

Then Join my team experts for a free strategy session HERE

Have a great day!

The PPW team

Private Practice on the Web: Does Your Website Have These Essential Features?

In private practice, your website has to have specific components in order to effectively draw in new patients.

Here’s a fact: Most patients these days are finding medical providers online. Even if you’re recommended by someone else, there’s a good chance that new patients are going to take a look at your website before calling to make that first appointment.

We’ve put together a list of the most essential features that your private practice website needs to act as a beacon for growing your practice.

Your private practice website should:

  • Load almost instantly. People won’t wait for more than a few seconds to see what’s there.
    Offer up-to-date and useful content for patients. You need to be adding new content, whether it’s a blog or a library of articles, several times monthly.
  • Allow you to track who visits, what they click on, and other metrics. This is key to knowing what you need to change on your private practice site. Without data, you’re just guessing.
  • Include links to your presence on social media sites such as Facebook. Ideally, every blog post or article also has a “share” link so that patients can tell others about your content.
  • Provide a “call to action” on every page. Sometimes this is an actual action you’d like the viewer to take, such as calling for an appointment. Sometimes it’s just nudging readers to click on a different page in order to keep them on the site.
  • Use appropriate keywords, but in an organic and natural-sounding way. If you don’t have the right keywords, search engines will ignore your private practice site. But if the content on your website seems forced or irrelevant because it’s too focused on keyword usage, then both human readers and Google will lose interest. Balance is key.
  • Work correctly in every browser and on mobile devices. It’s imperative to test your website on multiple browsers and viewing devices. You’d be surprised at how many potential patients are looking at your website on their smart phone or a tablet, and it’s a real turn-off if your site looks awful in a mobile format.

Overwhelmed by all this technical stuff? Even private practice owners need to get up to speed on the world of online marketing in order to survive and thrive. But you don’t have to go it alone.

I invite you to visit here frequently for more tips about creating a sustainable private practice!

I wish you the best along your journeys!

Want to learn more about how to build your private practice?

Then Join my team experts for a free strategy session HERE

Have a great day!

The PPW team

4 Local SEO Tips for Your Private Practice

The only thing better than great SEO for your private practice website is targeted local SEO. Here are 4 simple ways to attract local traffic to your practice website.

For most in healthcare-related private practice, it’s essential not only to rank highly in search engine results but also to rank for local search. Your patients want the best provider—and they want someone nearby.

Is your private practice website helping you garner local SEO results?

SEO is, of course Search Engine Optimization. Put simply, your website needs to have key information strategically placed for Google and other search engines to find it.

Here are 4 effective ways to get noticed by search engines so that local patients will find you.

1. Add relevant local detail to your provider bio on your private practice About Us page.

In addition to the usual details about your training, specialty interests, and family or hobbies, be sure to include information about local civic duties, which local sports team you’re rooting for, and the like. This kind of information will endear you to any potential patient reading the page, and it will also attract more attention from Google.

2. Get listed in local profiles for each search engine.

You’re missing out if your private practice website isn’t listed with sites like Bing Places, Google+ Business, Yelp, and Yahoo! Local. Sure, it takes a little time to set up, but it’s free—and you’ll be glad you did.

3. Add fresh content to your private practice website on a regular basis.

Search engines hate stale, out-of-date websites. Even if you don’t have a blog on your site, you can add new pages featuring useful articles and other information. The more often you update your site with great content, the better you’ll rank. Whenever you see an opportunity to organically include local keywords, do it!

4. Make good use of pages on your private practice site with local contact information.

Instead of simply attaching a map, write out the directions to your office from major roads in the area. Instead of only offering an 800 number, provide a phone number with a local area code. Even a little detail like including the time zone in your stated hours of operation will help the search engines recognize your location.

SEO may seem complicated and overwhelming at times—or perhaps it’s something that you tend to let others handle for you. At any rate, it’s important to know that just a few simple tweaks to your private practice website can help more local patients find you online.

If you’ve found this information helpful, why not consider how much further your private practice could reach with help from a trusted expert who’s been there? Click here to read more about our mentoring and coaching programs.

Private Practice Owners, Tell Your Patients What to Do

You Need Cash Patients in Your Private Practice—But How Do You Draw Them In?

Attracting new patients who are willing to pay cash for services is the future of private practice. Here’s what you need to know about how to get and keep private pay customers.

Here is the hard reality of running a cash-based private practice. Patients who pay up front for services, almost without exception, expect you to be an expert. Not just an expert in your field, but an expert who focuses on the precise problem they are experiencing.

In other words, if you want to attract cash-paying patients to your private practice, your advertising needs to target patients with specific conditions. The fact is that if you don’t highly focus your marketing to attract specific types of cash patients, you’ll be competing with all of the other generalists out there—and you are unlikely to succeed over time.

To bring in more cash-based patients to your private practice, you need to do four things:

1. Identify a profitable niche that is in demand in your area. It is critical to distinguish yourself from all other specialists in your area, and make sure that you’re not just offering the same broad menu of potential services as every other private practice out there. But it has to be something that people want and will pay out of pocket to receive.

2. Know the demographics and psychographics of the patients you want to attract within that niche. It does no good to pick a marketing niche if you haven’t paid attention to the available data about exactly WHO is reading and responding. Psychology is everything in marketing a private practice.

3. Effectively use the appropriate marketing channels, including social media and articles on your own private practice website, to get noticed by these patients. Too many private practice owners are frightened of social media, blogging, and other current-day means of advertising. The fact is, things like postcard mailings and phone book listings just don’t have the same impact and may even be a waste of your advertising dollars—especially if that’s all you’re doing.

4. Provide such top-rate service to new clients, including both clinical interactions and customer service, that they will speak positively of you to others and actively refer friends and family. This is the bottom line. It’s not enough to get new patients in the door. They have to have such a great experience that they can’t wait to come back. There is nothing more powerful than social proof, so focus on getting the patients you want and making them want to share what they know about your services.

If all of this seems overwhelming, that’s because effective marketing is a huge job for private practice owners. But we can help! For support and training around marketing and other private practice concerns, read about our Mentoring and Coaching programs.

I invite you to visit here frequently for more tips about creating a sustainable private practice!

I wish you the best along your journeys!

Want to learn more about how to build your private practice?

Then Join my team experts for a free strategy session HERE

Have a great day!

The PPW team


Dairy Consumption and Your Patients’ Health

Do yourself and your private practice patients a favor by learning all you can about dairy consumption and health!

This series of articles will not be “politically correct”. Nor will it likely be popular with the mainstream press. But the fact of the matter is, anybody with a degree in healthcare who has done across the board research understands the dangers of dairy products and human diet.

A landmark book on dairy and health called The China Study was published some years back. As serious students of health and nutrition, I recommend you get and read at least this book at least once.

There are several major problems with the consumption of dairy in the human diet, but by reading magazines and watching television you would never know it.

The dairy industry is a huge industry—unfortunately, one with an incestuous relationship with the FDA.

Almost everybody knows about struggling with lactose intolerance. Lactose is a milk sugar, which is difficult for some people to digest. But the dairy story goes far deeper.

One of my professors once said it best: Milk is designed to be a hormone delivery system from cow to calf. It is not intended for human consumption. Human milk is for humans, but only in the first two years of life.

Let’s first start off by talking about osteoporosis. Both doctors and patients alike are taught dairy builds strong bones. Yes calcium, and vitamin D are essential for human health, but there are far healthier ways to get both of these besides milk consumption.

One of the most eye-opening facts regarding osteoporosis is when scientists look at relatively primitive cultures, which are active, consume a plant-based diet, spent a fair amount of time outside and almost never get osteoporosis.

This is in stark contrast to developed countries, like the USA, where osteoporosis is rampant and people consume large amounts of dairy and animal products.

Also, milk contains certain hormones, like ILGF and BGF which are detrimental to human health. Some of these compounds have been linked to the development of cancers, especially prostate, breast and ovarian.

But, most importantly to your patients, dairy can aggravate inflammation.

And it almost always makes patients with peripheral neuropathy chronic pain suffer far more than necessary.

There are now many readily available alternatives. These alternatives include products made from almonds, coconuts, and rice.

It takes a little bit of experimentation to find exactly what works best for everyone, but making the shift towards a more healthy diet goes a long way towards providing healing environment for your neuropathy and chronic pain patients.

Do yourself and your private practice patients a favor by learning all you can about dairy consumption and health!

I invite you to visit here frequently for more tips about creating a sustainable private practice!

I wish you the best along your journeys!

Want to learn more about how to build your private practice?

Then Join my team experts for a free strategy session HERE

Have a great day!

The PPW team



Private Practice Owners, Tell Your Patients What to Do

Marketing For Your Specialty Practice: How to Address What Patients Truly Want

Are You Trying To Market Your Specialty Practice By Focusing On All The Wrong Elements?

Too often, specialty practice owners spend valuable time and money on marketing that doesn’t work—usually because the language and focus of their marketing just isn’t what potential patients want.

It’s so easy to get caught up in wanting to draw attention to your specialized training, or the fancy new equipment you’ve invested in, or the wide array of services you can provide. But frankly, patients are shopping for a specific experience.

They don’t want to purchase dental work.
They want to feel more confident because of a dazzling smile.

They don’t want to pay for 30 minutes of treatment with a specially trained chiropractor.
They want relief from chronic lower back pain.

They don’t want to read the resume of a physical therapist.
They want to be able to stand fully upright without discomfort.

They don’t want to invest in an invasive surgery to ameliorate neuropathic pain.
They want to be able to weed the garden, knit, and do the Sunday crossword without burning and tingling in their dominant hand.

To effectively market your specialty practice, you will have to identify the true motivators for your patients.

Here are some of the strongest motivators that drive patients to pursue treatment at a specialty practice:

  • Relief from pain
    Improvement in their physical appearance
    Increased sense of confidence
    Ability to remain productive in activities that are meaningful to them
    Feeling in control of their health and at peace with medical decisions they make

When the marketing message for your specialty practice addresses one or more of these core motivators, you will see a higher return on investment for your advertising dollar.

I invite you to visit here frequently for more tips about creating a sustainable private practice!

I wish you the best along your journeys!

Want to learn more about how to build your private practice?

Then Join my team experts for a free strategy session HERE

Have a great day!

the PPW team

Private Practice and the New Word of Mouth Process

The Right Way to Market Your Physical Therapy Business

When It Comes to Promoting Your Physical Therapy Business, There’s Good News and Bad News.

Too many physical therapy business owners spend a lot of time fretting about the “right” way to handle marketing. After all, there is so much advice out there—and most of it is contradictory.

How is a physical therapy business owner supposed to know what’s right for his or her practice?

In the end, it’s a trick question.

There are only two WRONG ways to formulate your physical therapy marketing plan.

The first wrong way is to halfheartedly do too many things, and none of them effectively or with a strategy. It’s too easy to get sucked into spending tons of time on social media without knowing exactly why you’re there, or to divide four marketing hours into six different efforts with little return on your time investment. It’s essential to choose your promotional strategies carefully and always with a measurable end goal in mind.

The second wrong way is to do nothing at all in terms of marketing your physical therapy business, either because you’re “too busy” or because you’re scared of getting it wrong.

So… the bad news about marketing for your physical therapy business is this: Chances are, the way you’re doing it right now is NOT as effective as it could be.

And the good news? Small increments of effective change can work wonders for your marketing strategy.

You may want to take a close look at what you’re doing to promote your physical therapy business and what you expect to gain from it in measurable terms. Then consider whittling down your efforts to the one or two things that have shown the best ROI thus far—and really put your back into those one or two things to see even greater returns.

Or, if you’re guilty of total marketing inaction, it’s not too late to start effectively marketing your physical therapy business. What one audience are you trying to reach, and what do you hope to gain from connecting with them? Start there with just a few hours a week of focused promotion.

Effective marketing is essential to the success of your physical therapy business—yet you probably didn’t get any training in this vital skill when you were in school!

I invite you to visit here frequently for more tips about creating a sustainable private practice!

I wish you the best along your journeys!

Want to learn more about how to build your private practice?

Then Join my team experts for a free strategy session HERE

Have a great day!

the PPW team

The Critical Patient Moment in Private Practice!

Make sure your patient IS heard and feels heard in your Private Practice. 

One of the most common reasons that patients change doctors and therapists, or move from the public to the private practice pay system is they feel strongly their personal health complaints have not been listened to. And unfortunately, often times it’s an intense personal feeling that something is seriously wrong with their health.

In fact, I’m sure to consult somebody who has been to several offices, who will say, “Nobody ever sat down and listened to exactly what has been happening to me”. This is very sad. But also a key point for private practice owners worth visiting.

Once upon a time, I was taught by very senior clinician the following words: “LISTEN to the patient, for they will tell you exactly what is wrong with them.”

Of course you know, as a clinician, that history-taking is both an art and a science. Patients very often will give you clues to the underlying diagnosis.

But, more than that, it is essential that the patient get to know, trust, and respect you before you can ever have an effective relationship. Patients who don’t trust their clinicians won’t normally continue care in any self-pay setting, but—more importantly—they don’t get better.

So the reminder from today’s discussion is to simply take a hard look at your initial intake of all new and former patients. Make sure your staff knows the importance of adequate time, and not being interrupted.

Above all, make sure your patient is heard and feels heard. One of the best ways to ensure that this has actually happened is to conclude every consultation with the following words:

“Mrs. Smith, do I understand everything correctly? Is there anything else I need to know?”

Do this every time, and you’ll never have to worry about new patients in your private practice again.

I invite you to visit here frequently for more tips about creating a sustainable private practice!

I wish you the best along your journeys!

Want to learn more about how to build your private practice?

Then Join my team experts for a free strategy session HERE

Have a great day!

the PPW team

physical therapy business

Are All Your Marketing Efforts Going to Waste in Your Physical Therapy Business?

For Your Physical Therapy Business to Thrive, You Need to Be Able to Distinguish Between Features and Benefits.

There are many factors at play in creating and growing a thriving physical therapy business. But without a deep understanding of one key marketing concept, I can almost guarantee that your practice will not be sustainable.

Here is the most important factor in successfully marketing your physical therapy business: features versus benefits.

In short, features are facts (the “what”), and benefits are the reasons why those facts solve your client’s problem (the “why”).

On the surface, the difference looks pretty simple to understand. The thing is, it can be hard for many physical therapy business owners to put that understanding into practice when it comes to developing a consistent marketing message. Sometimes, what we view as key information just ends up making a potential client feel “talked at” instead of understood.

As a physical therapy business owner, you have to present your services as the ideal solution to your client’s pain. Many private practice owners make the mistake of describing abstract concepts, such as the details of their training and credentials or the jargon associated with certain manual manipulations. This approach misses the point, though.

A potential client who is searching the Web or asking friends for a referral is likely not looking for the use of any particular training or technique. What is he or she searching for? An end to pain and discomfort. So that’s where your marketing message needs to focus.

Does your marketing message convey the relief that clients will feel after working with you? If that’s not the focus of your marketing efforts for your physical therapy practice, you can bet that some other physical therapist in your area is using that tactic to successfully draw in new clients.

I invite you to visit here frequently for more tips about creating a sustainable private practice!

I wish you the best along your journeys!

Want to learn more about how to build your private practice?

Then Join my team experts for a free strategy session HERE

Have a great day!

the PPW team

distinguish your physical therapy business

How to Distinguish Your Physical Therapy Business: Stand Out from the Competition

In building your physical therapy business, the number one tool is distinguishing yourself from competitors. These tips can help.

One of the core aspects of marketing for a physical therapy business is to stand out from the competition. That’s easy to say, but how do you actually do it?

Here are 4 key approaches to distinguishing your physical therapy business from your competitors so that you’ll attract new patients and gain referrals.

1. Market to your ideal customer, not to “everybody.”

Spend some time identifying the kind of patient you really want to attract to your physical therapy practice. Think about demographics—things like that person’s age, income level, and education. Now think about psychographics, particularly that person’s buying behaviors. For example, do they always treat themselves to luxury items because “I deserve it,” or do they pinch pennies and prioritize just a few big-ticket purchases after careful thought?

Make sure that what you’re offering is specifically aimed at a narrow target market. The physical therapy business down the street is most likely spreading their marketing budget thin by trying to appeal to “everybody,” so you can stand out by only trying to attract a very specific group of people.

2. Offer service packages with distinctive, compelling names.

Packages make it easier for patients to decide how to purchase your services. Too much choice can be overwhelming, so make it easy by bundling services together. Then give each of those packages a name that conveys their benefits. In essence, you’re coming up with branding for each package.

3. Look for what your competitors don’t offer, and do that.

Do a little research. You should not only know WHO your competitors are, but also HOW they operate. Notice if there are any holes in what they offer. Now find a way to provide a service that addresses the gaps. This could be something specific to your physical therapy practice as a clinician, or it could be as simple as offering a payment plan when your competitor insists on pay up front every time.

4. Follow up.

This is such a simple concept, but it’s so important for the long-term sustainability of your physical therapy business. Strive to be a presence in your patients’ lives. For example, make a personal follow-up call the week after an initial appointment to see how your new patient is doing, and get feedback on their visit. Send patients a token birthday gift, something small but surprising. (Don’t just send a birthday postcard, since everyone from their dentist to their auto mechanic is already doing that.) Be memorable in every transaction.

How do you distinguish your private practice in your marketing? Join the conversation on Facebook.


Do You Have a Private Practice Marketing Plan?

Private Practice Marketing Plan

The best results come from having the best private practice marketing plan.

If you are a regular reader of my articles you probably know that I advocate an active, multi-pronged approach to marketing your private practice.

But too many private practitioners don’t realize the wealth of marketing opportunities they have available every single day, and yes even during most patient encounters!

First, there is no substitute for the basics of any successful business or private practice. This includes everything from your choice of location to your hours, and yes even your business cards.

There are often other overlooked success strategies. Things like how your private practice answers its telephone, social media, and on-line inquiries. These crucial areas are too often left to chance, resulting in unneeded stress and lost revenues.

And then it’s key to realize that each of these new patient leads may have different concerns, and thus different follow up strategies.

Like everything though, the best results come from having the best private practice marketing plan.

Here’s what I’d suggest you do to insure you are maximizing your private practice marketing potential.

First, you as the owner need to have a trusted business partner or spouse go through and “5 Sense” your physical space. Does it have the look and feel of a modern private practice?

Are your phones answered in a compassionate, serving voice and attitude?

Does the staff look as crisp as they should? Are they focused or distracted while at their posts?

Do the colors, furniture, images convey warm and inviting? Or is it too stark and clinical.

Then, you’ll need to do the same with every piece of private practice marketing you use as well!

I think you see where I am going here. Yes, all of these things are part of marketing, like it or not!

To have a real shot at private practice success in this very competitive world, you must look at your entire private practice marketing plan!

Just be sure to write out your results, and develop a clear, effective private practice marketing plan moving forward!

I wish you the best along your journeys!

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Have a great day!


Top-Down or Bottom-Up Strategies for Your Private Practice?

Patients naturally want the best of what you have to offer—and want to be told what’s the best, even if they can’t necessarily afford it right now. Top-down products naturally have a certain emotional appeal, as well as a status attachment. Your private practice is no exception.

One of the key areas that we see private practice owners frequently making mistakes is with the description, pricing, and “feel” of your products and services.

Too often, the tendency is to present in price from the bottom up, rather than the top down.

And too often, this turns out to be very expensive mistake.

Why you might ask? It really comes down to some basic human psychology. Patients naturally want the best of what you have to offer—and want to be told what’s the best, even if they can’t necessarily afford it right now. Top-shelf products naturally have a certain emotional appeal, as well as a status attachment. Healthcare is no exception.

If you think otherwise, not only are you doing your patients a disservice, you’re probably leaving thousands of dollars per year of potential revenues for your private practice on the table.

Another key is just making sure that you have multiple options, so the patient always has a choice. For example, products and services typically should have an A, B, and possibly C version. The A version would be your absolute best; the C would be a viable lesser-priced option.

Finally, the key to making this all work is to make sure that every team member is educated as to what exactly constitutes is included in each package of care. It’s also imperative that where legal to do so, you publish for all to see. Make sure that any appropriate disclaimers such as “this is a non-covered service” and “your ABN applies”, et cetera.

Also, be sure to include the forms of payments that you commonly accept. Make it easy for your patient to assume the services they desire!

Above all, make sure whatever you are marketing and representing in your office is top-down, completely compliant with your state and federal regulations.

The most important thing is to always make sure you know precisely what your private practice demands in terms of products and services.

Go to great lengths to train your staff make to it easy for your patient to be get what they want, and you’ll never want for business!

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Private Practice Owners Business School

It is the journey, not the destination that determines the ultimate reward of private practice ownership.

One of the harshest realities for today’s private practice owner is the fact that professional college has left them woefully unprepared for the demands of today’s private practice!

Private practice now is a business more than anything. And it is an entrepreneurial business requiring many more skillsets than most graduates realize, or are prepared for.

There is the marketing component; miss the marketing component and you may as well never have opened your door. Then there are staffing skills, hiring, termination procedures, compliance with state and federal laws—and on and on.

Lastly, and perhaps the most important of all, are the skillsets required of a CEO.

Like it or not, when you open your doors as a private practice owner you became the chief executive officer. If you’re like most practice owners, you’re also the CFO and HR department. At least in the early stages of your private practice development.

So what is one to do?

Like all successful private practice owners, you will need to be in education in what I call the private practice owners business school.

This means that you will need a team of trusted advisors, as well as the training necessary to accomplish all of the above.

If you find this less than an exciting process, it is entirely possible that you are better suited for public health care as opposed to private practice.

On the other hand, if you find yourself “unemployable”, or simply unwilling to work for someone else, the rewards of private practice ownership are still enormous.

This is not only true from a medical perspective, but also the process it takes to get where you want to be enormously rewarding!

So begin to get together all the necessary tools. Make some phone calls. Interview prospective team members. This includes consultants, coaches, as well as attorneys and accountants.

Always remember: it is the journey, not the destination that determines the ultimate reward of private practice ownership.

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The Only Thing you have to manage in your Private Practice is “Systems”

If you reinvent or break the system that already works the net result is too often disaster for the private practice owner.

”You can’t manage people because people are basically unmanageable.” So said long ago Michael Gerber, author of the E-Myth. Now for those of us in private practice we see this every day.

Systems do work

Let Your Systems Do The Work!

We see this with patients, but more especially working with the team of human beings we are proud to call our staff members.

What are the key takeaways from today’s discussion is to understand completely that to improve your practice outcomes you must improve your systems.

One of the things that is painfully obvious to me as a consultant is that success is very formulaic. When certain rules, and systems are followed, executed, and then continually improved upon private practice runs like a well oiled machine.

Conversely, reinvent or break the system that already works and the net result is too often disaster for the private practice owner.

And the same is very true clinically. I was fortunate enough to be taught this by wonderful instructors over 30 years ago. When you have a specific formula let’s say for patient suffers from a herniated disc, follow the formulas and the techniques you are best at.

The good news is 80%+ of your patients will do extremely well with the formulaic approach to care.

The very same approach is very useful for staffing and marketing your private practice. That is, be sure to use tried-and-true systems. More importantly, make sure that each key component of the system is acted upon every day.

Make sure your staff knows how important keeping to systems actually is. Emphasize how much easier it makes their daily tasks, and accountability

Be sure to take a hard look at your private practice, systems, what drives the systems and what improvements you can make to smooth out any bumps, increase profitability and most especially the fun quotient in your private practice!

Want to learn much more about effective practice development via systems? Go To

Influence-The Doctors Who Will Save Healthcare

Without power, profit and influence, in your own life and practice, you are unlikely to learn from the past, deal with the present and plan as accurately as possible for the future. But just why are these so important?

One of my fascinations as a consultant comes from dealing the vast differences in how people view the world, as well as their own professions.

Even more fascinating, is how they respond to the wide variety of situations we are all presented with every day. Now this is something I’ve written on extensively, during the last three years, and continue to research on almost daily basis.

Of course, there are many reasons for these vast differences, even amongst similar groups of people (like DCs MDS, DMDs JDs etc.). No doubt, some are biologic and likely even genetic responses. Some are cultural. Some are environmental. And lets not forget education and professional training.

No doubt, the largest factor accounting for all these differences is personal beliefs about the world we live in and then how we should act upon incoming information and react or not to the situations we are faced with on almost a moment-to-moment basis.

Our personal beliefs are what comprise our self-image. Many years ago, Dr. Maxwell Maltz, a plastic surgeon observed this in his patients, and then went on to write about it extensively in his landmark work, “Psychocybernetics”.

Dr. Matltz’s observations at the time were, and still are landmark, in dealing with human behavior and achievement. Matlz observed that humans have the unique capacity to set courses like a missile, and hit targets with precision. He also astutely observed that these missile courses are never over a straight line, and indeed the vast majority of travel time is off course.

Q. So what causes a missile, or you or I to hit our targets?

A. It’s actually continual course correction.

Q. And which is the faster course?

A. It’s always a straight line.

Q. Which combination of characteristics produces a straighter line in professional practice development?

A. It’s Personal Power, Profit and Influence.

Success, happiness and fulfillment in practice and in life are always a combination of accurate assessment and response, over and over again. (This is also why the mechanisms we teach to run and grow a professional practice actually work.)

As keen as Maltz’s observations were, it really wasn’t until 1970 when Alvin Toffler wrote “Future Shock” did we come to understand again, some of the reasons why we have vast differences not only in human behavior, but society as a whole.

Toffler’s work also clearly demonstrates how ignorance of these factors can lead entire groups and organizations to become ineffective, powerless and unprofitable.

Seemingly very quickly.

So how can we not only survive, but also prosper and grow as individuals and professionals? How can we stand for solid principles and render the excellence in human services we have been trained to do?

Not because they (we) changed, but rather the world changed.

It will be only through Personal Power, Profit, and Influence.

Not unlike healthcare professionals (“providers”).

Personal Power comes from building all aspects of our lives on a firm foundation. Personal power in this day and age fully develops only with an eye clearly on the future. Ignorance of either the speed of change or the magnitude of change will lead to failure. Without firm foundations, principles and beliefs, we are like trees without roots.

With a firm foundation however we can weather hurricanes, tornadoes and tsunamis.

And profit. You, and you alone will determine your financial future. Without profit and savings, a strong financial future is impossibility. Without a strong financial position, we actually end up powerless, in so many ways.

Lastly, let’s talk about influence. Many of us ignore the impact of our influence on our patients, our staff, and most especially our communities. Those doctors, who maintain a high degree of influence not only in their offices, but also in their communities, will undoubtedly be those who master personal power and profit.

In “Future Shock- Personal Power, Profit and Influence”, we will together, around the USA be exploring the role all these have not only in our personal and professional lives, but the significant impact our collective efforts have in producing meaningful results and a bright future, not just for a very unique profession, but for our healthcare system. And, most especially our patients.

I hope you will join me on the quest to preserve patient choice, the affordable access to private healthcare, and the highest quality of care possible.

Know Your Private Practice “Seasons”

Astute private practice owners know that using seasonality to their advantage can have HUGE benefits in their clinics.

Seasonality: seasons of the year and natural cycles. Why is this important for private practice owners?

Seasons and cycles govern movement of the natural kingdom of mammals, birds, fish, and people!

Think about it. When you were a little kid, did you act differently knowing summer or winter was about to end or begin?

Of course you did! And if you ski, boat, or otherwise play outside, you still know exactly what I am talking about!

Astute marketers and private practice owners know that using seasonality to their advantage can have HUGE benefits in their clinics too. Think about what’s on patients’ minds at any given time of the year, and compliment and embrace it!

For example, every holiday season doing little extras for patients, things like “making your life simpler” with Gifts of Health can not only BOOST your private practice’s own income, but can also make your patients lives easier during the holiday gift giving season. It but also encourages them refer—while your colleagues are complaining about being slow “this time of year”.

Now, those who really master this also engage patients during the seasons of their lives—births, weddings, and even at a time of grief. It’s compassionate to do so… but also good business.

It could be you never thought about private practice like this. If this is all new to you, you may want to pick up a copy of “Maximum Referrals”, a DVD I did a few years back, to help plan the marketing year out in advance.

Of course, we embrace seasonality. To count yourself in the ranks of the ultra successful private practice owner, start thinking and planning in this way too!

Just remember, these tips can be used year after year. Time spent now building your plan will have impact upon your private practice growth for years to come!