By Tannus Quatre, PT, MBA, VP of Private Practice for Net Health
You know the deal. Locked-up referral sources you can’t turn to. Difficult-to-navigate corporate healthcare issues. Closed insurance panels. The challenges go on and on, and while competition continues to increase, physical therapy remains essential to the healthcare system.
How so, you ask?
For starters, we, as physical therapists, help people better their lives. Less pain and more activity. Sounds great, right? We are also providers of life, hope, and emotion. We restore what’s been lost, or at least temporarily lost.
While it’s understandable that we get frustrated over the fact that many in the healthcare industry are competing for our space, let’s look at it from a different angle instead. What can we do to build PT champions in our communities? What are ways we can stay engaged with our clients and earn their trust?
Check out the Full Blog Series
This post introduces a 5-day blog series that examines each of the steps listed below to help you build physical therapy champions right in your neighborhoods.
Click “Read More” for each step below to check out in-depth details for how to start using these tips in your practice. Want to skip ahead? Here are quick links to access each of the steps: Step 1, Step 2, Step 3, Step 4, Step 5
Step 1 – Cultivate Awareness of PT in Your Community
As they say, it all starts with awareness. Sure, you want to sell and get that client to see you again, but first they have to know who you are. They must hear your name, and hopefully down the line they will then forward your name to family and friends. This is where implementing awareness strategies come into play. Come again? That’s right. Awareness strategies allow you to introduce a name or concept to the market in a way that allows it to become familiar, comfortable, and trustworthy. Remember, you want to leave a good impression. You want to feel like your potential new client has found their go-to PT person. And it all starts with you. Step 1 – Read More
Step 2 – Build Personal Connections with Potential PT Customers
If we’re honest, conversations are the gateway to relationships, and relationships are the gateway to sales. With both of these in mind, we can then build engagement with each other, and thus establish a strong foundation of PT champions in our communities. Follow me so far? It’s not as complicated as it sounds. This step requires us to do three things that can prove to be truly effective: use the channels of our potential new customers to reach them, let the conversation be about them, and be responsive in conversation. When establishing connections with your clientele, it’s important to make them feel like they can trust you and feel at ease around you. After all, they are coming to you for solutions to relieve their aches and pains, and this is how we can ultimately meet them where they are. Step 2 – Read More
Step 3 – Educate & Promote the Value Of PT
Education is glorious, don’t you think? And education after establishing connections provides us with the opportunity to know what to educate, and to whom. But as we promote the value of physical therapy, we don’t want to bombard our clientele with a ton of information, either. To help you along the way, keep in mind these three, simple guidelines: pace yourself as you provide valuable information, teach one thing at a time so as not to overwhelm your client, and maintain your regular office hours. Let’s be real. By following these steps, your client will look at you as somebody who knows what they’re talking about, and they’ll value your opinion and expertise even more. Step 3 – Read More
Step 4 – How to Convert Customers
Skipping this step is a deal-breaker. Converting prospects to clients is what will separate those who merely like you from those who will buy from you. This conversion includes a commitment from you and the client, one that is more direct and all about value. It is where you close the deal, so to speak, and let your client know what you can do to help them. Here, you also take it a step further by asking them to let you give a helping hand. While the sales process is straightforward, we are building PT champions in our community; therefore, there is one more step in the process to consider. Step 4 – Read More
Step 5 – Convert Customers to PT Champions
You made the sale – now what? It’s time to amplify! The objective of amplification is to work upstream toward more efficient sales, turning to new resources that are available post-conversion. Both repeat business and upstream business are two key factors here. Equally as important is connecting with your clientele at a level that your competition can’t copy. But that’s not all. To convert customers to PT champions, you also want to generate goodwill, ensure your client’s success is attributed back to you, expand your reach to your client’s wider circle and, of course, stay in touch with them. Step 5 – Read More
We understand that you want your physical therapy space to be synonymous with value and growth. With just a dash of strategy, a focus on relationships, and a belief that you’re important enough to sell, you’ll be well on your way to making it happen.
About Tannns Quatre, PT, MBA
Tannus is a marketing expert in outpatient PT practice and speaks nationally on the topics of entrepreneurship, marketing, and finance, and has written articles for numerous publications, including PT in Motion, Impact Magazine, and Advance for Directors in Rehabilitation. In addition, Tannus attended physical therapy school at UCSF and practiced as a physical therapist in outpatient, inpatient, and home health settings.