CBP 36: PART 1 - Booked and Charging $150 When His Competitors Charge $0 - Direct Response Marketing for PT Practices with Paul Gough
Episode description
The marketing tips, techniques, and mindset presented in this episode are absolute gold. I was so pumped when I finished this interview. Paul Gough is a physiotherapist and private practice owner in England with four clinic locations. What’s most impressive about this is that his business is almost 100% cash-based in a country where everyone can get physical therapy completely for free. That’s right, most of his patients pay $100-$150/visit out-of-pocket at his clinics, even though they would pay $0 to go to his competition. How in the world has he pulled this off? We cover it all in this interview. In fact, there is so much detail and information I had to cut the interview into two parts to keep them reasonable in length.
In Part 1 of this interview, you’ll learn about:
- Why Paul chose to leave his position as physiotherapist for a professional soccer team to start his own practice.
- The general structure of the health care and insurance system in the UK… Which provides free physical therapy to everyone.
- How his profits plummeted overnight due to a change in a law, and what he did to make sure he was never affected like that again.
- The definition of “direct response marketing.”
- How and why he changed his “brochure-style” website to a “direct response” website.
- What he has found people are truly looking for when they inquire about physical therapy… Hint: it is not to “get rid of my pain.”
- How and why he works to “generate leads” rather than “advertising for a sale”
- The secret to why many practices have occasional “flat lines” in the amount of new patients they generate, and how to avoid that in your practice.
- The most common objections that prospective patients have to starting physical therapy, and how to provide answers to them effectively.
- how he compels website visitors to provide their contact information, and the extremely sophisticated follow-up process he uses to keep 4 cash-pay clinics (7 staff PTs) fully booked, while his competitors charge patients nothing out of pocket.
- Why you can create the same phone and email system for your practice even if none of your staff are very “good on the phone.
- “Make them Say Yes - 16 Objections to Booking Their 1st PT Appointment” – A highly valuable product that Paul usually sells but is giving it to us here for Free! Thanks Paul!
- Affordable Email Marketing platforms: Constant Contact, Aweber, Mailchimp (FYI: Mailchimp has an enticing free offer, but their free version does not allow you to set up the automated emails you’ll need for this marketing method)
- Paul’s New Patient Overload [affiliate link]
This is an incredible program where Paul walks you step by step through creating your own Direct Response Patient Generation System like the one he described in this episode.