CBP 122: Case Study - RE-filling Your Cash Practice Using Webinars During a Pandemic—with Jennifer McGowan

Jennifer McGowan had been a physical therapist for years when she got pregnant with twins. She already had 2 young daughters at home, so she began to realize that continuing to work in an outpatient orthopedic setting where she was responsible for seeing 3 patients per hour would become unbearable after her delivery. She knew she needed to find a way she could spend more time with her kids, treat patients on her terms, and make good money, so she started a cash-based PT practice.

As you’ll hear, when Covid-19 hit, she quickly pivoted to telehealth and then absolutely crushed it with online workshops/webinars (earning $3,500 with her first two webinars and Facebook Live events as well!)

In this interview, Jennifer shares her journey from employee to practice owner and what’s given her the best results to effectively market her practice. She explains her highly effective approach to selling packages during a discovery session, as well as pricing and referrals. You’ll hear how she uses workshops—both in-person and online—to reach her target and convert more than half of the attendees into paying customers! And we discuss what she’s learned since her recent transition to telehealth visits that allowed her to keep 30% of her existing business when she closed her doors in March, pick up new business in April, and once again be fully booked when most practices are seriously struggling.

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