This year’s PPS Annual Conference in New Orleans, in my opinion, was one of the best conferences yet. In case you missed it or were overwhelmed from all of the presentations, discussions or evening “festivities”, I’ve decided to share with you my highlights and take-a-ways from the conference. I will share each of my insights in a Part Blog Series.
Insight # 1
Marketing Focus: Adele Cehrs, President of Epic PR Group, gave a passionate and detailed talk on 27 ways to market your practice. Here are just a few of the ideas that resonated with me.
- Story: The highlight of her talked centered around sharing a story. It could be as simple as an Owner sharing his/her story of why you opened your practice, or your passion to make a difference in the community. Give your staff something to visualize and believe in. However, to connect with your patients, you might want to share a different kind of story. Choose a patient, but not just any patient, your ideal patient. A patient who you wish you had 100 more just like them. Choose a patient that has a story of struggle, then of triumph. Someone who was able to overcome the odds to win. It doesn’t necessarily have to be a tear jerker, but it should move people, especially your target audience. The patient story should how your practice and your team helped them recover to return to greatness. Whatever story you choose, the goal is to share it! Make it known to people visiting your website or facebook page. It should be part of employee training, so they can share the story with their patients. .
Storytelling is one of the best ways to separate your business from the crowd. Unlike the rest of the PT world telling everybody that they treat “musculoskeletal injuries” and they really “care” about their patients, which, of course, is nothing new. Standing up and telling your story…now that’s unique. Being different & unique is what will draw people to you and your practice. Share your story with everyone: staff, patients, friends and community, and stand out from the crowd…then watch your business grow!
What current or past patient that you’ve helped has a great story to share?
- Fun: The simplest, but in my opinion, the most effective way to build internal referrals is by having FUN! Is it possible to have fun and be professional? Absolutely! Finding the right balance between your patients having an enjoyable and fun experience in your practice, and making sure they get the best care can equal to tens of thousands of dollars. I should know. This is the exact strategy I used to build my business. A team who having fun treating patients turns into patients having a great experience and wanting to come back in the future, and refer others to your practice.
How can you add more Fun into your practice?
- Pick a Lane: This is #1 insight I personally took away from the entire conference. It may sound counterintuitive, but choosing to focus and align your message & marketing efforts on your ideal patient/client is the best strategy one can do to grow your practice quickly. Adele believes, and I agree, that if you focus on one thing, do it well, and become known for it, you will end up with more business and referrals than if you were the “jack of all trades”. In my business, we have started to focus more and more on the running population, and the results have been significant seeing an increase of 20% in the past year.
What is one area of your business that you would like to focus on in the next year?
Who is your favorite type of patient/client?
How can you focus on proving more value to this target audience?
I will share more my insights in future blog posts. I hope my insights were helpful and motivate you to take action. I love hearing your stories, so please share your them with me by responding to me at email@example.com.
Dedicated to Your Success!