E654 | 5 Ways To Get More New Patients

In this episode, we delve into five key strategies for physical therapists and healthcare providers to attract more new patients to their cash-based practices. Our first focus is on enhancing clinical skills. By becoming exceptional clinicians who consistently deliver excellent results, we can generate valuable word-of-mouth referrals, which are both cost-effective and effortless.

The next avenue we explore is improving the customer experience. It's crucial to make every patient feel like they are the most important person in the room. By effectively communicating, fully explaining their care plans, and following up with them, we can foster patient loyalty and encourage them to refer others to our practice.

We then turn our attention to local education events. By hosting workshops, injury screenings, or other educational initiatives in the community, we not only build brand recognition but also have the potential to attract new patients. Even if these events are not meticulously planned, they can still result in valuable referrals down the line.

Creating and sharing content is our fourth strategy. Consistently posting on social media, our website, and in newsletters allows us to showcase our expertise and the ways in which we can help patients. This legitimizes our business in the online space, which is increasingly important as most new patients conduct research digitally.

Finally, we discuss the role of digital ads. However, we emphasize that this strategy should only be employed if the first four elements are in place. Platforms like Facebook and Google can yield significant returns, but only if our practice has a strong website, active social profiles, positive reviews, and the sales skills necessary to convert ad leads into patients.

Throughout the episode, we underscore the growing viability of cash-based practices in the face of rising healthcare costs. Nevertheless, we acknowledge that competition is also intensifying, making it essential for providers to continuously improve both their clinical and business skills. By implementing these five marketing approaches, practices can enjoy sustainable growth.

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Podcast Transcript

Danny: [00:00:00] Hey, real quick, if you were serious about starting or growing your cash based practice, I want to formally invite you to go to Facebook and join our PT entrepreneurs Facebook group. This is a group of over 6, 000 providers all over the country. And it's a pretty amazing place to start to get involved in the conversation.

Hope to see you there soon. Hey, are you a physical therapist looking to leverage your skillset in a way that helps you create time and financial freedom for yourself and your family? If so, you're in the right spot. My name is Danny Mattei, and over the last 15 years, I've done pretty much everything you can in the profession.

I've been a staff PT. I've been an active duty military officer, physical therapist. I've started my own cash practice. I've sold that cash practice, and to date, my company, Physical Therapy Biz, has helped over a thousand clinicians start, grow, and scale their own cash practices. So if this sounds like something you want to do, Listen up because I'm here to help you.

Hey, Danny here. And I want to give you a quick intro on this podcast. I got a chance to do with Eve GG on five ways to get more new patients into your practice. Now, this is [00:01:00] probably one of the most common questions we get. It's, Hey, Danny, how do I get more new patients? And, and to be honest with you, this is basically.

Any business, this is one of the main questions that they have is one of the main sort of like, uh, bottlenecks that they have is it's really, the question is, how do you just get more clients, right? How do you get more clients in general? You could be, you know, owning an ice cream store and think the same thing.

You could be a mechanic and think the same thing. You could be a realtor and think same, same thing. It doesn't really matter what it is. Business requires clients, new business, new purchasers, whatever it is, service or, or product in order to actually grow. Now, when we look at these cash based practices, this is our wheelhouse.

We've been helping people grow these now for almost a decade. And when you look at our own cash practices, you know, for us to be able to get 30 to 50 new people in the door, which is what we were doing. Um, for years up, you know, and then it's still, our practice is still doing that. Even after, uh, we have sold [00:02:00] our practice, they're still successfully following the same blueprint.

That is how you scale to multiple providers, you know, in an effective manner, uh, and do so in a way where you don't feel really sketchy about being able to provide for another clinician. That, that is a huge challenge. So we go over the top five ways to actually. Get more clients, uh, and get more of the right clients, really.

And the other thing that we're going to do in this podcast is really highlight some of the things you need in place for some of the types of marketing that's a bit more advanced like digital marketing. And we're huge fans of in person marketing, digital marketing, all of it. I think you need to be to be doing all of it and you need to be doing all of it well, but you need to understand what you need in place in order to do those things effectively.

So the second half of this conversation, we really get into the digital. Footprint of things and what we see across the board now working with. At this point, about 300 practices actively, meaning we are very intimately familiar with all their businesses, what's working, what's not working, what we're seeing big return on investments [00:03:00] from in terms of marketing, and we share with you exactly what we see and exactly what you need in place so that you aren't just wasting your time and money.

That's not what we want. We want to share what's working in the trenches, not theory. We didn't just read some book about this is actual conversations and being in these businesses on a daily basis to be able to share this with you. And you get a chance to learn all this stuff completely free, which is awesome.

Cause we're trying to elevate the business, uh, of, of, you know, clinicians trying to push the profession forward and really help you grow a practice that provides for yourself and your family and ultimately creates time and financial freedom. So hope you like this one, five ways to get more patients in the door.

Hey, what's going on doc Danny here with the PT entrepreneur podcast and going live in the PT entrepreneur Facebook group. So if you're listening to this on the podcast, first of all, thanks for listening to the podcast. If you are new, welcome, we're going to get into all things. Cash based practices, uh, on the business side, how to scale those, how to start those.

And today really how to market [00:04:00] those. Um, and if you're listening to this and watching this in the PT entrepreneurs group, that's awesome. It's a great place to get involved in the conversation. Uh, if you'd like to do that yourself, head over to Facebook and just look up PT entrepreneurs. Um, don't know how to spell it.

Uh, it's, it's to this day, the most difficult word in the world, uh, decided to put that in the name of the podcast. Uh, but look it up auto correct and go ahead and request to join. We'd love to have you in there. So today. What we get a chance to do is talk about five ways to get more new patients. And what I can tell you is I know this one is going to be popular.

And the reason I know it's going to be popular is anytime that I say the two words, new patients, people get interested. And, you know, we don't try to get super click baity with stuff and, uh, constantly, uh, you know, use that term, but it is probably the thing that frustrates clinicians the most. And I guess you could make the case that if you had an unlimited number of new patients, that You know, business would be easy, I guess, easier in some ways.

[00:05:00] Um, you'd run into a fulfillment problem and you'd run into a product and service problem, but for most people, this is a constraint of their business. Um, and we want to talk about five ways that you can go about getting more, uh, more people, and we're going to share some sort of relevant experience that we have, but also a lot of the clients we're working with, so please keep in mind that like the stuff that we're sharing with you, this isn't based off of theory, this isn't based off of just like.

Something we heard on a YouTube video or a book that we read, like we're actually working with about 300 businesses all over the country right now. And we are constantly addressing every variable of business with them. And this is one of them, the marketing side, right? So the things we're going to share with you are what we see working in real time today.

So hopefully that will be helpful for you when it comes to getting new patients. So make sure you stick around for all five of these. And the fifth one is the one that I think is probably the most buzzworthy, but we have our own. Reasons for why are you, why you may or may not want to do this. And when, you know, you're ready to add this variation of marketing into your practice.

So Eve, anything to add before we dive into these five [00:06:00] ways to get business or more business?

Yves: Well, I'm excited to do it. I think, uh, as you said, if the number one issue that we see or. What people think is their issue. I could say a little more accurately is how do we get more more people in the door, right?

We don't like rejection where we think more new patients is going to solve our problem. So I'm just excited to dig into this

Danny: topic. Me too. And you know, when we look at the first two, so let's, let's dig into the first one and the second one, they really are probably the best place to start because they are going to.

They're going to become even more important as you get more people and as you, as you get more patients, but as you get more staff. So the first one is to improve your clinical skills. Now, I know people are saying like, well, wait a second, maybe you're going to tell me how I, how I could get more new patients and getting better clinical skills.

Doesn't seem like. [00:07:00] That's gonna do it. But to be honest with you, it's probably the most important thing for you. And, you know, I wrote an email this morning about this very topic. And it's funny because I got some messages from people after that email. They're like, Oh, my gosh, dude, spot on. Like, I'm super excited to, you know, to continue like working on my clinical skill set.

And Oftentimes we think of this as a check the box, like we assume if you're going to go into business for yourself, you're a great clinician, but that's not always the case because we have people that are just starting like right out of school, maybe, maybe they're a year in a, in a clinic and they're like, Oh, this sucks.

Like, I got nothing to lose. I'm just going to go start my own thing. Um, but I can tell you this much, the people that we see that get the most new patients, the fastest are amazing clinicians, amazing clinicians, and they usually. Have at least five years of experience. Now I'm not saying you need five years of experience to start a practice and make it, make it work because we see people do it even right out of school.

But if you, if you are a [00:08:00] great clinician, if you are obsessive over your patients, if you're obsessive over education and making sure people have clarity in what's going on, you're great with your hands, you know, you can, you can alleviate symptoms. You can help them move better. You can get them back to whatever it is they're trying to do.

And they have trust that you're the right person. Here's what's going to happen. Not only are you going to get them better, but they're going to spew on everybody about how awesome you are to all of their friends. And that is quite possibly the greatest marketing that you could possibly get. And you can't pay for it.

That's the thing. You can't pay for it. You can't do a education workshop and get that. You have to be really freaking good at what you do for somebody to go out on the line and risk their reputation. To say, you got to go see Eve because he's not like anybody you've ever seen. That's their reputation, their status.

They're not going to give that up without a reason, but they can get a status upgrade if you are awesome and they get a status downgrade if you suck. Cause if, if, if you've ever had a friend tell you to go to a restaurant and you're like, man, this sucked, I'm not going to listen to Danny. Anymore, he doesn't know the first thing about the tacos.

Well, now you're [00:09:00] not gonna listen to me and now I've lost status and I can't buy that back, right? I have to earn that. So people make those referrals when they think that you are literally amazing and you've done an amazing job and they really trust that you're going to help their friends, their family out.

You're going to make them look good as well. Yeah. I mean,

Yves: we look at multiple sized practices, anywhere from somebody who's just starting to averaging 10, 000 a month to go all the way to 40, 50, you know, and, and seven figure practices. Right. And I did a deep dive on all these. Right. And I really looked at where.

Are there patients coming from if you kind of block things off and it could be all these different areas where they're getting new patients. Number 1 and all the successful practices is word of mouth referrals. And how do you think those things happen? Those things happen because of an amazing, uh, clinical experience.

They get results. And if they get results, they tell their friends. So, I mean, number 1 is Has to be this, you've got to have this stuff dialed [00:10:00] in and it, I really believe with our model, this performance based cash model, it becomes even more important, right? Like it's no longer a volume play. This is very much about amazing, high quality care.

And that transition can be hard if you're in. A mill clinic, or you're in acute care going to this other transition. It was difficult for me. I know it's difficult for you to Danny, right? Like, it's a completely change in mindset and this stuff needs to be dialed in. Because if it is, it really believe it's the platform allows everything else to build off of it.

Danny: And it's a good, it's a good metric. So we talk about like tracking KPIs, right? Like, are you doing the right things or what's your conversion percentage from lead to eval to package? What's your continuity percentage? How many evals you have? What was your cancellation? No, sure. All this stuff, right? Well, I think one of the best metrics that you can look at purely for the health of, of your clinic and how good of a provider you are and your whole staff is how many referrals are you actually getting?

To your business every single month, word of mouth referrals. And people will like, they shoot that down. They're like, oh, that's not predictable. That's not, [00:11:00] I completely disagree. It's very predictable if you are good at what you do and you're actually tracking it, because you'll have an idea of for every X number of people that come in, we get this many referrals.

And I tell us the story in the email that I sent today. And it was about a guy I saw that was a window salesman. And this guy would drive 60, 000 miles a year in his car because he would drive around and give quotes for new windows and houses. And so he's just sitting, driving all the time. Go figure his back is like killing him.

So I don't have a whole lot of experience dealing with window salesman driving around, but you know what I do have a lot of experience with. With Blackhawk pilots, I worked with a shitload of Blackhawk pilots who would sit for like freaking hours with vibration. And what we'd have to do is build things around their day because we're like, you can't change that position, but what we can do is we can change your body and what you're doing when you're out of that position and go figure is very similar.

So we were able to help him with this and no one had helped him before. This guy sent me six people within the next two weeks. They were all friends or family members of his, his wife, his brother, his dad, his in laws, both of them. [00:12:00] For me, I was like, Oh, awesome. Like I didn't actually think much about that.

I was just like, great, more people to help. But it was because I helped him solve a problem that no one had helped him solve. Or he felt comfortable with me because of the way I was explaining things. And that has a lot to do with whether people are willing to refer people to you or not, but, but they get like six new people in two weeks from one person.

Like, what if every person that came your way was this guy? That's what I think about. And that has, that really comes down to your clinical abilities. And really it segues really well into the second part, which is your customer experience. So, you know, you've got your clinical, your clinical abilities.

It's like your hard skills. It's like, can you actually get somebody better? Can you get somebody the result that they want? The other part is how are you engaging with them along the way? Like this guy, like literally two years ago, I haven't seen them in. Uh, like it was six years ago, whenever I first saw this guy, uh, no, I wasn't, you know, it was longer than nine years ago and he texted me like two years ago because he has my number because everybody that I worked with early on, I would text them the day after [00:13:00] their visit to see how they were doing, to see if they had any questions about their home exercise plan, you know, to ask if they were sore or whatever's going on and like, nobody does that.

Uh, your doctor's not doing that with you, you know, they're not, they're not just going to text you randomly after, you know, after your visit, just to make sure you're okay. But like, imagine if you start taking these little extra steps to make sure people are getting this amazing outcome on top of your great clinical skill sets, although all of a sudden you're a damn unicorn, like you're not like anybody else.

And they are going to be willing to send more people your way because you've done such a great job with them, not just helping them with their. Uh, you know, with getting the outcome that they want, but also you make them feel awesome about making the decision to work with you to where it's like a steal for them.

Such a great value return, you know, in versus for a lot of people, they're just mediocre and you're not bad enough. They're going to talk bad about you or leave a negative review. You're definitely not good enough to where they're going to refer people that they value their opinions.

Yves: Yeah, and what we're seeing is the rift I feel like is growing the rift between what a health care experience [00:14:00] is in a normal hospital setting, you know, at your doctor's office, like that is becoming at least in my opinion from what I've seen in the past, what, 40 years of my life is that's gotten.

worse. It's gotten, uh, less hands on. I've had less time with my doctor. And I hate that, but on the flip side of that, it is making what we do on the cash performance side, even more valuable and even more, uh, of a value proposition. Like people are finally like, Understanding that that's what they're going to get and they're kind of expecting it now too, which a little bit like you can't be mediocre in this anymore.

You cannot, right? Because they're paying cash. They know they're getting this premium product. So you better have all these systems and processes around this. Right. And I'm not talking systems and processes. Like, can you have a bunch of technology? It's the stuff that Danny's talking about, right? It's sending.

An email after their eval that gives them a breakdown of what's going on with them. And some YouTube videos, not somebody else's [00:15:00] YouTube videos, your YouTube videos, right? There's just things that you can do. There is very manual, very gorilla, but goes such a long way. And the cool part about this, and I can talk about this one at length.

This is such a dense topic, but the one thing that I think that helps in both of these areas that a lot of clinicians lack. Is the communication skills. So that's what I noticed. Like, I feel like I had pretty good clinical skills. I didn't start my cash practice till 10 years and I was very comfortable and confident, but I dove into communication.

I dove into body language. I dove into all of those things more because of business. And then what I realized is on the clinical side that got a lot better too, right? Going into people's wise, increasing my subjective time. Like I spent way less time on, uh, some of the objective tests and treatments and man clinical, uh, Results just started to increase more referrals happen too.

So I feel like that's a big one that if you're not focusing on this kind of communication style and how you're integrating that into your clinical skills, like you're just leaving a lot on the table. [00:16:00]

Danny: It's so, it's so big. I think one of the better books on that is conscious coaching. The book that, uh, Brett Bartholomew, uh, wrote, and also like, if you haven't been to any of his, uh, apprenticeship, um, um, courses where he actually goes through communication work.

I mean, it's not the easiest thing to do because they do like live role playing and scenarios, and it can be real uncomfortable, uh, to do that. Uh, but you know, if you look at the ability to communicate. And get your message across and, and frankly, be an active listener of other people. I think that's very much a, a skill that a lot of people don't have.

Um, and you know, for me, I came from the education world, right? Like, like I had, I had been working as a physical therapist in the army for years, but, um, there's not a whole lot of, you don't really need a very good customer experience in the army because no one has anywhere else to go. Like I could yell at people, dude, I've literally yelled at patients for not doing their home exercise plan.

And. As nice as that might be in the moment, it's not a great, uh, it's not a great customer experience, [00:17:00] but where are they going to go? It's a socialized system. You got to come back, you know, or you're going to go to the person next to me. And I didn't really care one way or another, but like when I started teaching.

It was very different because now all of a sudden you have to take these concepts and you know, I might have like, I used to teach, um, run form clinics and as much as I would love to take and video everybody's run form, do you give me 50, 60 soldiers that don't know a damn thing about running? And I have one hour with them.

What, what can I do? Well, I got to do things that are going to be generalized as much as possible to get the most impact that the 80, 20, exactly. What are the 20 percent of things you can 80 percent of the benefit, right? So, you know, we would break it down to that. And you have to be very clear on your queuing verbal queuing, because it's not like it can go around and like change positions and everybody.

So you have to understand how to communicate at scale. So if you can do that, and this is actually one of the things that I think can really help people is if you coach, if you have to coach anything at all, all of a sudden, that's going to make your one on one time better because you're having to improve your.

Your communication skills. So for me, I was coaching, I was teaching courses. I was [00:18:00] teaching for the, for mobility wide. So I was teaching these like big concepts. And then all of a sudden, you know, I can explain this to 50 people at once. You can be a person one on one and it's like so much easier. Right? So if you're not doing those things, I think that's a great place to start as well.

Start educating, start teaching more, which we'll get into a second. Cause that can help with your marketing, um, as well, but the communication side. Is big. It's a huge part of your customer experience. But what I want you to think about is, you know, if this is the only patient you have, let's say it's the first patient you ever got, what would you do with that person to make sure that that was the greatest visit that they ever had?

And there's no way anybody else could come your way except for the, from this person, they had to refer somebody to you. What would you do? How would you treat that person? How would you follow up with that person? You know, what kind of communication would you have with them? What things would you implement within the visit?

Even what other things would you, would you layer in? I mean. Think of it that way. And that will drive so many more people your way from a, from a, uh, viral kind of word of mouth standpoint, and not necessarily from some of these other things we're going to talk about that are really directly to drive more patients [00:19:00] your way.

Yves: Yeah. I mean, I came from the peds world, so I think I'd. Somewhat of an advantage there because I had to communicate with children. Sometimes it couldn't understand me and with parents. I had a lot more one on one time. And now that I'm thinking through this, that translated quite a bit to the performance cash world, right?

Because it's very hands on. It's a lot of detail. It's a lot of communication back and forth, you know, with the parent and. Regarding the plan of care. And I think that's what really people want. They just want to be informed of what's going on. They want you to take the time, really break things down. And if you do that for them, the cool part is you're going to be better than 99 percent of the providers out

Danny: there.

Yeah. And some of this, like, I hate to say it, but for some of you that are listening to this, you might be better off to take the extra year or two to just be great at what you do, you know, take the extra year or two to find great mentorship. Go through Con Ed structured programs that align with what you're trying to do, become a really, really good clinician, build [00:20:00] that skill set, and then go into the business side and the patient's side of that, I think, can be really hard for people early out of school, the people that do really well out of school that I've seen, they have some pre existing knowledge base and skill set within an inch to begin with.

Right. So like, if that's you, then you probably can speed that up. Yeah. But even still, like you just can't, you cannot force yourself into being a better clinician faster. You have to have the reps, you have to have the time, uh, you have to learn how, you know, you, you communicate with people and, uh, and what seems to make sense within your, the community you want to work with.

And that can, that can take some time, right. But I can tell you for sure, it will pay off. You can also learn this along the way, but it's hard to learn how to be a great clinician and learn how to be a great business owner at the same time. You know, I think it's best if you actually are really good at what you do first, you can bolt on the business skills.

And then you also have to understand that you have to teach your staff, how to be great clinicians as well in the model that you want to work in. So, you know, the clinical side is really, really important. It's like, it's really hard to sell a shitty burrito. It's much easier to sell a great burrito, like have a great burrito.

[00:21:00] And then the marketing becomes a lot easier. So I want to start with that first, because I think that's paramount for people to understand. But as we get into these next few. The, the number three, uh, in particular, these next three are going to be directly, these are going to drive more people your way, but we just want to make sure we're driving them into like an efficient machine, think of it like trying to put water in a bucket.

If there's a bunch of holes because your customer experience and your clinical skillsets are not that great, then all of a sudden, like you're not going to have, you're not going to retain much, right. People are going to leave quickly or they're not going to send people your way. So we want to make sure we're an efficient system first.

But the, the, the third one, our number three. Is local education events. Now, for me, this is twofold because number one, what a great way to work on communication. You, you don't know if you're a great communicator, get a room full of 10 people and try to talk about why their knee hurts and what they need to do about it in a concise manner that they understand.

Not another clinician. This is the, this is a mistake that I made early on. I was like high level. Talking about randomized control trials and you know, that, the, the, the fricking like, you know, neuroscience of [00:22:00] everything and, and the cellular things that are going on. And it's just like, people are falling asleep on me.

And what you have to understand is they don't get that, right. You, it has to be at a very low level, uh, communication, not that they're, not that they're not smart. They're just not, this isn't their thing. You know, they're an accountant, they're a, whatever, they sell software. They don't know the human body.

So we have to break this down into a very rudimentary level. So they actually understand it. That's a hard thing to do sometimes for us because we live in a higher level in terms of the understanding of the science and the movement side of what we understand. So that's a great way to do it. But the other thing is this builds.

Brand your reputation, reciprocity, and we'll get you new patients. And I'll give you some data just from earlier today, I was having lunch with Ashley and she's like, Hey, you see this message that one of our mastermind members put up in our digital, you know, uh, group, uh, group chat and. It was basically a shout out about a, uh, injury screen event that he had done.

First one that he's ever done. And we went over this at our, at the mastermind event, [00:23:00] a system that one of our members is crushing it with, he shared the whole thing and he said, Hey, we had 15 people there, eight book evals while we were there. And three are a follow up today that are most likely going to come in as well.

So you're talking about. 8 to 11 out of 15 people that showed up for this event run in the way that this person had shown everybody and the system that's been created around that. That could be all the new patients you need for the entire damn month in one. Our long event that you put together, uh, you know, so they're, they can be very predictable.

They can be injury screens. They can be education events. They can be education events for other clinicians, for trainers, uh, for, for people that are going to be influential within the niche that you're in, or it could be directly to patients. There's lots of ways to do it, but man, it's one of the best ways to build your brand, to build recognition and to build reciprocity, because even if those people don't come in and see you, you've spent an hour with them.

Think about how, how valuable an hour of somebody's attention and time is. [00:24:00] And I've seen plenty of people in my clinic that came from education events that we did that never actually came and saw me. They were just like, this was great. My brother had knee pain. So I told her, Hey, you should go see these people.

They seem like they know what they're doing. They look us up. They book a visit. Next thing you know, we got a patient. And it's indirectly from that, even, uh, you know, as I, which is kind of hard to track. Yeah. I mean,

Yves: that's what we're seeing with some of the trends, which is so cool, right? We're seeing these things evolve and become more effective, especially at scale.

Right. So, I mean, the bottom line is there, you can do these events and we want you to do them. We want you to get practice. Danny and I have done probably hundreds of events combined between when we started our practices, but you can. do them and they can be ineffective, right? And that's sometimes a challenge.

You've got to find a way to actually make sure that they actually bring new patients in the door. And I mean, the best part about these events too, like even, let's just say you're not necessarily, maybe they're not as effective. You need to get more reps. It's your first one. You know, like some people are, are scared to do some public speaking.

I [00:25:00] love what you said that there are just so many benefits to it, right? Not only are you providing value to the clients right then and there you're building your brand. You're also Creating a better relationship with the owner of that jam or whoever you're doing that event for, like, they think you're amazing.

So you're strengthening that relationship. You're getting practice yourself, right? With some of this is just reps of getting in there, right? So, like, that's why I love this one, because it's just so beneficial in so many ways. And to be honest with you, after it. You know, let's close to a decade of, of working with these practices.

We know that this is really a big staple. If you can do this consistently, this only amplifies word of mouth referrals only amplifies is everything else you're going to be kind of doing on top of it. And that's why we love these events.

Danny: So, and I'll, I'll give you a, an example too of just, you know, you don't know what's going to come out of these things because the face to face interactions I think can really scare people off.

Um, [00:26:00] especially if they're, you know, uncomfortable in a public speaking environment, I will say though, it's different because you're owning this topic, it's your topic. So you're the subject matter expert. Uh, you'll, you'll, you'll have less. Apprehension because, you know, you're gonna know more about than anybody else, but even still, I totally get it.

Like, it can be an intimidating thing. And also, I think the fear for some people is what if nobody shows up? What if 1 person shows up? Like, I've had workshops. Where no one has showed up, I've had workshops where one person has showed up and you just don't know who that person is, or you don't know who's there, you know, like I, I did a workshop at an orange theory, terrible communication on my end, really bad, like back and forth with the, the manager, I show up, it's, they kind of forgot about it.

I'm like, okay, we'll just lump this in after class. We'll give this corner while another one is going on. It was super freaking loud right in there. Right. So. All these people are leaving. And this one guy, I know he just felt bad for me because I'm standing there and he's like, I'll give you a shot, you know?

And you know, dude, I was like, I'm going to make this [00:27:00] the best hour of this guy's life. Like it's literally you and me one on one. We're just basically going to be a free visit for you. So I see this guy, I, I went through everything with him. We've got him like moving better by the end of this. And he's like, I got to come in and see you.

So he books a visit with me. And what was super cool about this guy was like. So he was 58 and when he was 18 years old, he had written like a bucket list of shit that he wanted to do. Uh, and like wrote it down, put it in a shoe box and in his closet, right? He had recently had a family member passed away and he was at his house.

He's like childhood house. And he found this box and he found this list of stuff that he, he wanted to do 40 years ago. And he brings this list into me. And one of these is you want to run a marathon. Like there was a whole bunch of shit on there. Like some of it was, I can't help you with that. But like physical stuff, he's like, I want to do this, this, this, and this.

He's 58. He'd never run more than like a 10K. And he's like, can we do this? I go, damn right we can. Like we just, it's going to take some [00:28:00] time, but we're going to build into this. Right. Are you down? And he's like, totally. So over the next like six to eight months, I'm working this guy purely on running, getting ready for a marathon.

Building him up to it, getting running coach involved as well, you know, doing programming, we're working together on it. He runs, he runs his race, hits his goal, super excited, like this, somebody I worked with for, for years. But this guy was one of the top realtors in the whole area. Like he was one of the more, one of the brokers, uh, so actually owned like a number of agencies.

This guy sent us dozens of people over the next few years. I'm talking dozens. Like it was so many and it was all because. I showed up at a poorly planned workshop, you know, one guy on the way, I was like, okay, dude, I'm sorry. I'll stick around. I feel bad for you. And it turned out to be an amazing thing.

So you just don't know what's going to come from an hour of your time. Who's there and who they know, because it could be this guy for all, you know, right? You could change his life and he's going to send all these people your way and it could change your business.

Yves: Yeah, we see [00:29:00] that a lot too. Right? Like I've seen that in my practice scene with people we work with where you'll do a workshop.

You maybe don't think it's as fruitful, you know, as you had pictured it, but what happens over the next year? Right? Like we still get it today. It is maybe like, Oh, I did this workshop that Eve did five years ago. And like, I'm finally coming in. Like, it's crazy. Right? So like, yeah, you do never, you never know what comes to these things.

And I think what, right. What would be helpful, which I think you just highlighted, but I want to really, uh, break it down a little bit. You did two things during those events. I think make them very, very fruitful. Number one is you provided value, like just provide as much value as you can to those people.

And number two is interactive. When people hear workshop, be like, I should do a PowerPoint presentation, you know, break down this diagnosis, talk for 45 minutes to an hour. I'll tell you right now, like I, you know, I'm better now, but I didn't like public speaking. And so what I did is I would talk for five minutes.

And after that, I'd make it super interactive. I would go through drills with them. I would give them exercises, you know, [00:30:00] easy. That is to do. You do that all day, right? Like just pick your five favorite knee exercises, show them to a group of 10, 15 people, whoever shows up and there's value, there's the interaction.

And I, you know, I can all but guarantee you'll get a couple of patients from it there, and obviously down

Danny: the road as well. Hey, sorry to interrupt the podcast, but I have a huge favor to ask of you. If you are a longtime listener or a new listener and you're finding value in this podcast, please head over to iTunes or Spotify or wherever you listen to the podcast.

And please leave a rating and review. This is actually very helpful for us to get this podcast and really help them develop time and financial freedom. So if you would do that, I would greatly appreciate it. Now back to the podcast.

Oh, dude, it's just look at some of the, uh, the, I guess in a leverage way. Look at like a YouTube video, for instance, if you look at, uh, Kelly Strat as an example, all he did was create a video of what you're just saying right now. It's like, here are my [00:31:00] five favorite things to do. If you have knee pain, people are still doing this, you know, there's big accounts, physical therapist accounts to do this every day.

And it's just on a, on a digital education scale versus an in person one, right? A local one. So people like that stuff. They don't know it. We think it's basic. They think it's awesome. And especially what I found, if you can, if you can put some sort of, um, screen like test in, or potentially like a test retest, there's a, there's a lot of ways to do it, but if you have like a test retest where somebody can do a squat, they can do an exercise.

And they can see either an improvement of quantity of movement or quality of movement. They feel better or they move further, uh, and partner them together. So their partner can see that and be like, Oh my God, look at you, you know, like that's huge. Or if you could have some sort of screen that shows them that they're not good at something and that they're missing something.

They're going to want to know why, you know, it would be like if somebody just, you know, it's like, yeah, it's, it's weird how your car just [00:32:00] shuts off like that. Uh, let's run a screen. Oh, we found the reason why do you want to leave? Or do you want us to like solve, like fix this? So it doesn't keep doing that most people are going to be.

Uh, in the camp of, yeah, let's just fix it. Right? So that's what, you know, screens can work really well is because you're basically highlighting that they have a deficiency somewhere. Um, and most people are going to have a deficiency somewhere, right? It is very common. Almost everybody has some sort of pain on a daily basis.

They're hindered. In some way, they sit all the time. They're weak in a lot of ways. You know, they don't know what to do. They don't know what their sleep should look like or basic nutrition or stress management and movement and how to deal with being a desk bound athlete. They're stuck at a desk and, and, and they have injuries that are chronic and they want to get back to stuff and they don't think they can do it.

And for God's sakes, if you can help them understand that, like, dude, I could go teach a workshop tomorrow and get five new patients just because people realize that like. Like I actually give a fuck about helping them with whatever it is. So if you can convey that in an education platform, you know, when people are there, um, or even digitally, [00:33:00] good Lord, it's like, it's such an effective way to do it.

And it's such a great way to build your brand. And that is secondary to it, but you're right. People will come in years down the line and it's just like this noise in the background that you don't know is really happening. You don't see it, but people will talk positively about your business. If they go to an event like this and they have a good experience.

Yeah.

Yves: And I think once you break it down like that, it becomes really, really fun, right? Like you're just going in there and just teaching people, you're opening up things for them, giving them tools in their tool belt. And for me, once I made that mind shift where I was like, Hey, I'm just going to here and I'm just teaching them some of the things I know took a lot of pressure off.

And it just made it. So I really enjoyed those workshops, right? Like just going out and teaching other kind of remove myself from the outcome a little bit. I think that's helpful as well, but it's going in there and just teaching people. It's like, you know, here are the exercises I'm like loving right now.

sharing with a bunch of people, see kind of the changes they make. And like, um, you know, like you said, I think another hidden thing is just the leverage, right? Like just leveraging your time in a way where now I can interact with 10 different people and provide value to them. Like, what do you, what does that do out in the [00:34:00] community?

What does that do over the next year on the road? If you hit a home run with that

Danny: workshop? Oh, my gosh, totally. No. So, so that's number three. That's the third thing you can do. The fourth thing is content. So, and I actually lumped this into a number of sort of different buckets. So people think of content as like social media.

That's definitely one of them, right? So you could be. Uh, on your own channel, putting out content that answers like the most common questions that you get. Or if you think about what we just talked about with some of these bigger platforms, you know, like the ready state, you know, whoever else you follow that is, uh, in the clinical world, that's sharing, you know, their favorite exercise or whatever, you get the same thing.

You can do it on a smaller scale locally, uh, to the people that you want to work with. And share some of the things that you like to do, or you can even sort of document what you're doing with a client. People love that stuff. It's like, they want to see how the sausage is made, right? They want to see behind the scenes of stuff.

They want to see what you're doing on a day to day basis. We always think it's so boring. There's, you know, is there, they're like, like, who cares about what my day was, uh, [00:35:00] and what I did, other people do. Like they really do because it's not their day to day, right? Like, Oh, you saw somebody that had an ankle sprain, that's a youth basketball player.

And you saw a mom that has back pain, you know, that's trying to get back to running. And you saw a 50 year old attorney that, you know, was trying to do a triathlon and like, like you name it. And like, all of a sudden. It's interesting. How are these people doing? What are you doing with them? Like, what, what do you see?

What, what, what is dry needling? What's his hands on technique? What's just like, there's all this stuff that we sort of take for granted that people look at. It's just like, that's weird. Does that work? Uh, you know, what is, what are these circular, you know, bruises from cupping? What is that all about? Like, just think about.

Kinesio tape at the Olympics when people first saw that, you know, in the, in volleyball, it was everybody in their, their mother had pink kinesio tape after that, because they want to see what these athletes are doing. So like create content around what you're doing around what you're teaching other people.

That's an easy place to start. And it gives you a social media presence that's consistent. And that's important because people are [00:36:00] going to look you up. They're going to Google you, uh, they're going to look you up on social media on the platforms that they expect you to be on. And if you're not doing anything, they're going to view you as a business that's not very active.

They're not going to really want to work with that, that business. So this also includes things like blog education, or at least having a website that the content on it, the actual verbiage, the images. They are congruent with what you're trying to get across with the people that you work with and the outcomes you're trying to help them achieve.

So your website, blog posts, social media. And then the last thing that I would say is internally is your, your internal marketing newsletter to your current clients or people that have signed up to be on your email list. And that's important as well, because you're sharing. You know, relevant things to them internally content that you've created helpful things.

And it's a touch point that allows you to keep that relationship alive until maybe they're ready to come in, or maybe you reactivate that person or a friend of theirs, because you've shared something that's relevant to them at that time. [00:37:00] So that's the last thing that I would say is internal that a lot of people are not doing, but all this falls under the bucket of content, which is massive.

But I can tell you if you're not. Procure, uh, creating or producing any sort of content for your clients, somebody else's, and that's a massive advantage for them. Yeah. And the number

Yves: one objection that we get from this, especially for people early on is I don't have the time for something like this, or it feels like such a massive project or they are paralyzed by the perfection of it.

It needs to look a certain way or be a certain way. And I'll tell you right now. It's the consistency that's going to matter the most 100%. And I can tell you to be consistent with both things, like literally right now, if you're looking to do consistent content for your clients, whether it's Instagram, YouTube, literally what I did for the first five years.

Three to five years of my practice is all I did was I literally recorded all the HEPs that I had to do that day and just built my HEPs. And guess what I did? I [00:38:00] repurposed that on Instagram and YouTube. And that consistency went a long way, right? Like, like how simple and effective can that be? Right. And then the internal newsletter, it's the same thing.

Like, Oh, I got to do this amazing thing. And I got to say this story and have all these calls to action. And all we did was three tip Tuesday. I got one of those exercises that I made. Link to that gave people a motivational quote and also shared other articles that I was reading because I was a lot more on the clinical side and learning more about it.

So I just shared those three things. I was able to build a year's worth of newsletter templates, literally in two to three hours. Right. So like that consistency was there across the board. So just being consistent with this stuff, I think. Is sometimes the biggest challenge, but that's going to be step one, get the website up, get the newsletter template going, just start building content.

It doesn't have to be perfect.

Danny: Yeah. And, and also you don't like, you don't have to figure this, all this stuff out on your own. Like for instance, your website, I built my own website, [00:39:00] uh, and it's drag and drop. It's not like I code or something like that. Right. But like, I just put it together and we have, it's changed.

Uh, four times since the, since whenever I first built the first iteration out, if I had just literally, if the problem was, I didn't know anybody that knew anything about cash practices, they could build a website. Uh, so I didn't know what to do and I just did it, did it myself. Um, but man, if I could have found somebody and paid him to actually build me a site that they know is going to convert and get my messaging across as a cash practice owner.

I would have done it because I spent an astronomical amount of time building out a shitty website. Uh, right. And so, so like you can't get other people to do that. Like our friends over at patch are a great example of that, you know, like they can do that and they can do it way better than you and you just focus on the stuff that you want to do.

Now that stuff you can outsource. You can't outsource. Your own content very well, that's hard to do. And what you've just brought up is, you know, thinking about the things you're teaching other [00:40:00] people is easiest place to start. Like that's easy, but be consistent with that. Like that's, that's the biggest thing.

And if you want to see a real shitty video, just go back, go back to the early made to move, go back to the early athletes, potential YouTube videos. Like there's videos, there's videos of me in, in the, the backyard of a rental house we have, when I was in Columbus, Georgia, as I was finishing my time in the army, like, With like my kids playgrounds, you know, a little set next to me or me even like I did one holding, um, my daughter talking about like holding kids and creating tension in your shoulders in our garage, you know, and it's just like, The worst lighting, it's, it's just like, it's not great content, but it's there and it's a start, you know, and everybody's gonna be bad at it to begin with.

You're gonna be bad at, you know, expressing what you're doing in video or maybe it's images and you want to, you know, use text more or that's maybe feel more comfortable with. It doesn't really matter. You just got to be consistent because you got to think of this in the buying behavior of yourself. If you were looking at.[00:41:00]

Uh, going to any sort of service business, what are you going to do? Are you just going to blindly just schedule an appointment? No, you're probably going to go on Google, look them up, see if they have any Google reviews. And if they don't, you're onto the next one. You're going to look at Instagram and see if they have an Instagram platform and if they haven't posted in two years or they don't even have an account onto the next one.

Like these are basic touch points that people are expecting to see that you are legitimate. Non psycho just to have these things like they want to see that you're an actual person, an actual business, and if you can get that across, then man, that's a plus one for you that they're going to be more likely to come in the internal stuff like the newsletters and all that stuff that's secondary to me and when it comes to patients, but you will read definitely reactivate people in that manner and it doesn't have to feel overwhelming.

Get somebody to build your site the right way and then start to create content on one platform. Thank you. That you can be consistent with, that you can point people to. And what I like about Instagram is that you can start to be interactive with them as well. Like, you know, we work with people in [00:42:00] our mastermind.

Do they might get 10, 12 new patients a month off of Instagram by messaging back and forth to people. That's a, that's enough to fill at least one, if not one and a half patient schedules for a month, just by them, you know, being active on a platform like that.

Yves: Yeah. And it's not optional, you know, as you're saying all that, I remember onboarding people probably three, four years ago and it was like, okay, like focus on the word, like not anymore.

Like, like you said, if you don't have an Instagram at this point, like, yeah, people will literally just move on right away. So that's, that's honestly the straight up truth of it is like, you've got to have that, right. That platform is relatively, it's essential, not even relatively, it is basically essential.

So getting stuff up there and. You know, it's really funny, just like you, my first videos, you know, and you, we've shared this, you know, in the mastermind is just like me with, uh, looking like a lumberjack where I hadn't, you know, I had, uh, sold the insurance based practice didn't work basically for three [00:43:00] months.

Was in sweat pants that were, I think pretty much had like stains of oil all over them from the food I ate earlier, you know, and, uh, hadn't shaved, hadn't cut my hair, probably hadn't showered, you know, but I put those videos up, you know what I mean? I put them up and got the reps in and I think that's the other thing too, is like, it's just getting the reps in what we're, what we're.

Breaking down here at every single section of this is you need to put the reps in. Like this is skill acquisition at this point. And to do that, you've got to just be willing to be a little uncomfortable and do it consistently.

Danny: And it's very helpful to try to be proactive with these things, not reactive.

So if you can take a half a day and maybe for you, it's a half a day on a Saturday. Guess what? You start a business. There's no nine to five. All right. I can't tell you how many weekends I worked. And still work, it happens like it's going to happen evening, morning, whatever. You don't even need somebody to hold the camera.

You get a little tripod set up and you're good to go. And then you can, you can literally batch what you [00:44:00] want to do for two weeks. You do that in half a day, one day. And then all of a sudden now you have taken some of that pressure off yourself. You've done it in a more efficient way. You can schedule those.

You can schedule those out and just like post them each day yourself. And then spend a certain amount of time. Responding to, to comments and interacting with people. And that's a great way to start where it's not as intense as like, Oh, it's Friday evening and I haven't put something up and I'm going to miss the day or whatever.

And then you're stressing out over like I've been there too. And that sucks. So batch it, you know, set yourself up for success. Uh, and this is going to lead really well into the last thing, which is number five, which is running, uh, ads. So when we talk about ads, ads is basically you're paying. Search platforms or social media platforms to put up a message that you want in to ideally a targeted group of people in an area that you're trying to, you know, target so a local area to get them to come in and hopefully see you as a, as a new patient.

That's the, that's the end result that we're all [00:45:00] looking for. Right. So, What I can say is in order to do this, because at this point, and like, I thought about this today, you know, how much money have we spent on ads? If we look at, uh, between our practices, PT biz and all the practices that we've helped as far as consulting on stuff goes, it's millions of dollars.

Millions. This isn't a, I spent 50 a month on ads. This is millions of dollars of ad spend. And I'm telling you, here's what you need. Otherwise you're going to waste your damn money. You need a solid website. You need a website that actually, it doesn't have to be amazing custom built. It just needs to articulate what you're trying to get across in terms of your core mission.

The people that you crush it with and what they need to do next. So they should know exactly what you do and what they should do next and feel like, okay, this looks similar to what I'm looking for. You need to have some sort of active social media presence, because that's a part of your digital platform that they're going to go look at.

You need social proof. So you need some sort of social proof. Typically that's going to be [00:46:00] Google. People are going to look there, especially if they're searching locally for a service business. So that's going to pop up in a local map in a search window. And they want to see that because if they don't see that, then they're not going to do anything with it.

And the last thing is, and this is something that I think is heavily overlooked. You need to be good at sales because there's a big difference between. Somebody that's coming to see you from a referral, like that super warm interaction, that connection that somebody's coming to see you, they're basically pre sold their friends have pre sold them on the fact that they should work with you.

Now you got somebody that sees an ad or searches for something and, and now they're talking to you and they don't know you that well, they don't know that much about you. They're skeptical. And most likely they've been burned in the. Passed by some other sort of medical provider that they didn't get the outcome that they were looking for.

Very rarely are we the first person that somebody reaches out to. So your sales skills need to be really good. We find that if you take, if you take your front desk and you have them actually like [00:47:00] try to answer and facilitate all the inbound cold, uh, leads from ads, their conversion percent is typically going to be half that of the actual clinician and or owner of the business.

So. You've got to add that in because that can dramatically change your return on investment. So again, you need a solid website. You need a social media, uh, active platform. You need social proof, and then you need to be good at sales. And if you're not willing to commit to those four things, please do not spend money on ads because you might as well go out in your backyard and burn it.

It's not going to work out well for you, but if you can do those things. Now, all of a sudden you've got another lever you can pull in your business to add those additional five, 10, 20 new patients a month that you might need to fill schedules for additional service providers.

Yves: Yeah, it's always the sexy thing, right?

Like everyone pictures this world where they give money to Facebook or to Google, they put 10 in and they get 30 back and it's totally hands off. And, you know, um, I don't [00:48:00] need to do anything with it. I'm just going to get patients left to right. And that is not the case. We've seen it way too many times.

If you don't have some of those things, Danny's talked about, they're not going to be effective. And, and you're totally right about the sales process. Like we see this all the time, like early on, um, you're getting a lot of word of mouth referrals. It's fish in a barrel. You honestly could almost say anything you want.

That person's going to convert, you know, at a, at a very decent price point. And it's going to be totally just fine. But then as your network grows, you're getting more warm. Or cold leads from advertising. Those are much more difficult to convert. And now we all of a sudden need a script. You need to process.

But the thing is, if you have those things dialed in, it's an amazing scale lever, it's really what allows you to grow your cash practice, especially as you hire more providers, especially as you want to start dropping your clinical hours and really grow a business that doesn't need you day to day.

Danny: Exactly. And I mean, and, and to give you some real numbers, like if you have these things in place and also if you were, [00:49:00] uh, if your price point is solid, because that's the other thing, like it's easier to win with ads when you have higher prices, because the cost to acquire somebody, which is really like, there's some basic sort of like understanding of math that needs to be there for you to really feel comfortable with what you're spending money on.

So here's, here's like a basic scenario. And this is really, uh, Yeah. Pulled from like, we, we looked over some data today with a partner of ours that does a lot of digital marketing and we looked at an account and in the last three months, in the last three months, this practice that, that we've been running ads for, he spent 4, 000 on ads and he generated 63, 000 in business from those 4, 000 in ads.

So you're talking like a 12 to 15 X return on ads. That's amazing. Most people would love to see that, right? But if you're to look at this person's business, great social media presence, great website, they have a ton of social proof. And the owner of the clinic is taking all the inbound calls that are coming from this campaign, because [00:50:00] he knows he's going to convert a significantly higher percentage than his front desk will do.

So for him, it's. It's important to do that and it increases his, his clinic significantly. And he can kind of do it from anywhere, right? So like the role has changed from just seeing patients to now he's really spearheading, uh, the, the inbound leads that they have for, for the clinic. So if you look at that, you have to basically do the math on it to understand, is this worth it or not?

So if you were to say, okay, it's going to cost me a hundred dollars to get somebody into the clinic. And let's say it was a net even, right? Let's say that it's like, it's going to cost you 100 to make 100. Is it worth it? Well, on the front end, most people might say, no, it's not. Uh, it's going to cost me 100 to get somebody in.

And then they're, I'm going to make 100. So I'm basically net even. Well, what if that person was to buy a package? What if that person was to then come back for multiple visits? You have to understand your lifetime value. You have to understand what the average person is worth to you because we're playing with averages here.

So if it on average, it costs a hundred [00:51:00] dollars to get somebody in the door. And then on average, a client's going to spend 1, 500 with you. Now, all of a sudden we're talking about. A 15 X return. And I remember early on when we were doing digital advertising, I was trying to explain this to our staff and I was telling them how important it was to really like, you know, make sure we're tracking everything.

And at the time we were spending 150 to get somebody in the door and we were charging 175. And I remember one of our staff members, she was like, I think you should stop doing that. That sounds like a bad idea. And. I told her, I was like, let's walk through this because I want to know why you think that's the case.

She's like, well, you're only making 25 on somebody when they come in the door. And I said, you're right on the front end. We're only making 25. I go, but what if that's somebody that that person sends us somebody else? What if that person buys a package? What if that person buys another package six months from now?

What if that person enrolls in some sort of continuity program? [00:52:00] Like, we got to know that they're going to be around. We're solving long term problems because that 150. Could turn into far, far more than that. And it's like kind of hard for people to conceptualize that if they don't understand the math, because it can get scary.

If you're spending 1, 500 to get 10 people in the door, you're like, Oh my God, I'm just like barely breaking even. And this is kind of a mess to deal with. But if you knew the math on the backend, you'd be like, I'm killing it. This is a great return on investment. Anybody would want to get a 10 X return on their ad spend.

That's amazing. That's really hard to get. Most people are happy with a four X. If you can get a four X on your ad spend, sometimes as low as a three, if you're really scaling ads up quite a lot. You're killing it. So if you can get a 10 to a 12, like you should be so thankful that you're able to do that because most people cannot.

And in our industry, we can, if these parameters are set up correctly. Yeah, it's a,

Yves: it's a different model. It's, you know, what you would call high ticket, right? So, but you need this stuff dialed in. And I think that's sometimes where we see. Uh, a lot of difficulties lie, right? Like if your price point is too low, you know, if you're [00:53:00] like 185, 125, even 150, you're not really doing packages.

You're maybe seeing them one to three times and they're leaving. You don't have a really good lifetime value. If you're not even tracking your KPIs, like this stuff becomes very difficult and it cannot be dialed in. So these things are essentials and that's what we mean by that sales process process, right?

Like that needs to be dialed in. You need to understand what it's like to. Get patients and retain them long term. And that's unfortunately where we just see a lot of practices failed. And that's, but that's the stuff we've got to dial in. We want to keep them around for as long as possible, as long as we're providing value to them.

And that was a big shift that I had with staff as well. Right. That we needed to kind of change. It was like, there's a lot of value we can provide here long term. And yeah, then now we can pay a hundred, 150 per client. Cause we understand that our lifetime value is 2, 000 plus that becomes. Easy math.

Danny: Yeah.

And when you're a new business, it's hard to calculate your lifetime value because you're guessing, you know, you don't know [00:54:00] yet. I mean, for us, what's nice with, with, uh, with PT business, we have so many businesses we work with that we understand the demographic area, the niche, you know, the price points that people are at, like we can really forecast lifetime value well.

Uh, with people that don't have the data to, to support it because we can support it with other businesses that are similar models. I it's funny. Cause I think of it sometimes it's almost like we have a giant franchise where we don't actually own anybody's business. It's like, it's, it is a very interesting model, uh, because we have so much clarity on them and can share this data across all of them.

Um, but they're not all the name, the same thing, you know, uh, in, uh, as far as branding is concerned, so, but. But what's nice about that is, is, yeah, you can, you may not have the confidence to do that. And I remember spending like the first amount of money that we spent on ads was like 300 bucks a month. And dude, I tracked that like a freaking hawk, like every dollar.

And I remember it was probably like six weeks in and I turned it off and it's because like. I couldn't really clearly [00:55:00] track things, so I didn't really know how things were doing. And I ended up going back a couple months later and really looked at like, where are people coming from? You know, what, what's going on?

And I had, I had more people that I could attribute to having seen these things. Then I thought at the time, and this is really typically how it goes. In fact, the, one of our clients I was talking to that, um, there's, uh, this running ads. I, I was chatting with him and he kind of laughing. He's like, I just, you know, I thought they were just going to click on the ad and book a visit and, and that would be it.

Right. And they can track where they're coming into the pipeline. So let's say you have an ad set up and it goes straight to an auto scheduler page where they can pick a time to talk to you. A certain percentage of people are going to do that, but an even bigger percentage of people are going to go to that page, leave.

Then they're going to go and they're going to look you up. They're going to look up all things I just talked about. They're going to go to your website. They're going to look at your social media. They're going to look at social proof. And then what they're going to do is they're probably going to go back to your website.

And then they're going to book a time to talk to you there. So if you're talking to them and you say to yourself, Oh, [00:56:00] how'd you hear about us? Oh, I found you on my website. Surface level. That might be what they say, but as soon as you dig in, it's like, Oh, where'd you first. Find out about it's like, what, what did you look at anything else?

You see anything else? And all of a sudden you start to unpeel that, you know, or peel that back. And you're like, Oh, so you saw an ad and then you went to our social media platform, you liked our Instagram content. Then you saw our website. You thought that was kind of cool. And on the website, you go to time, talk to me.

So you really came from the ad. And if set up correctly, you can track this stuff automatically. So you're not manually trying to figure it out. Like I was eight years ago, whenever I was trying to run, this was so hard to tell if what I was doing was effective. So you've got to make sure you're tracking it.

You got to make sure you understand that this is a component of your business and that you really should never live and die on ads alone, because these platforms can also change and do change pretty regularly. And if you're running your whole business, all your inflow is based off of. Uh, social media platform or a search platform that you don't own.

And they can literally change the rules at any time. That is a [00:57:00] very stressful place to live. So we like this multiple poles in the water strategy where it's content, you know, it's local events, it's referral marketing, and then it's digital ads. They're all layered into this together. So you create this really robust.

Very bulletproof marketing plan that allows you to not just, you know, stay where you want to be, but scale through that and scale in a way where if something gets taken away, it doesn't cripple your business and you have to let people go, which obviously would suck.

Yves: Yeah. And that's why we like all of them at the same time, you know, which is, it's so cool.

As we talk sometimes, I think back to how all of this started and where our practices were, and even what we teached in the beginning. And I think the best part of this is not only has the performance based cash world clinically across multiple professions grown, but also our business acumen has grown.

Like we're using CRMs, we're doing newsletters, we're adding digital advertising on top. You [00:58:00] know, when we started, it was like, you know, Best thing I had was guerrilla marketing. You know what I mean? It was like local marketing. Now we get to add these powerful tools on top and we understand them at a pretty deep level, right?

And it can just, it just changes the learning curve so much. And again, what I just love to see is just how much this has evolved, right? No longer is it guesswork. No longer is it Um, you got to have all this stuff like amazingly dialed in, you know, like even if you're in a new city, which used to be kind of like a difficult thing to do, like that framework is still pretty darn clear.

Like, we can get you up and running relatively quickly, get you better at marketing sales, understand what you not only do with content in local marketing, but how to now leverage. You know, digital advertising on top of that, build an amazing website. We know that framework, right. And then building the systems and framework on top and then add it.

Like the, the, the path is just so much more clear. And I think it's just, it's just the coolest part. And I mean, if that's where we are now, [00:59:00] I'm excited to see where even maybe in these two to three years. So, um, it's cool to kind of go back, I guess, to some of these topics. We've talked about this stuff a bunch, but it's just cool to see how these conversations have evolved.

Danny: Totally. And what I think is really interesting is. You know, when, like, I remember like 2014, my biggest problem was. People just didn't know why I wouldn't take their insurance. It was like, I was the bad guy. Like I remember having these conversations and they're like, dude, what's your deal? Why don't you take my insurance?

You know, and I have to be like, well, it sucks. And it's going to pay me like 75 to work with you. And I can't. I can't run a business like that and see you for an hour. Just, you know, I'd have to see like three of you and I don't want to water down what I'm doing. And, and, and so over the course of a few years, it went from what is a cash practice and why would anybody do that?

Uh, you know, why would anybody go and see somebody there to [01:00:00] all of a sudden it started to become more, um, more normal and, and it was somewhat viewed as almost like an elitist thing, which in some ways. Carried positives, uh, it was like a status thing, right? It's like, oh yeah, I go to athletes potential or whatever.

Right. Cause like, cause it's, it was viewed as a, it's almost like a, like a luxury thing. Like you have the luxury to go and do that. Right. And now what I see is the data is clear, man. Look in the last 10 years. Insurance premiums have gone up 47%, 47%. Wages have gone up 42%. So that means insurance premiums have outpaced what people are making.

And that doesn't even include deductibles, co insurance, co pays. Like, so the, the, the cost to the consumer for healthcare is astronomically worse than it was 20 years ago, 10 years ago, five years ago, even, and the consumer has to take more. Of an emphasis on their own health care, they have to have more skin in the game.

So when people look at practices like [01:01:00] ours, all of a sudden it's like, well, I got a 5, 000 deductible. I hope I don't meet that. That's not necessarily a good thing. And so I'm going to either see you for an hour and pay this much, or I'm going to go over here and I'm going to, they're going to charge me the same, if not more in an in network clinic.

And I'm going to be seen by like multiple people at the same time. Now the conversation is like far easier. It's, it's so much easier, but here's the other thing that happens. When that happens, competition increases. So when it was just me and one other lady in the city of Atlanta in 2014, they had cash practice.

Now, you know, that of the 5 million people there at the time, no problem. You would think our problem, our biggest problem was education. Now there's more and more people that are moving this direction because. They see it's a viable business. So here's what's going to happen. The evolution is going to go from, you know, people not know what it is, not knowing why they want to do it.

So now they know damn well, they want to do it. And the market is increasing. That means competition is increasing. And that means that you got to put your big boy and big girl pants on and become a fucking business owner and not just a clinician. Because if you don't, somebody's going to eat your lunch.[01:02:00]

Because I'm telling you. We work with some badass clinicians that are also becoming amazing business owners. And if you think you can just ride or die on one of those two, you can't. And if you can now, you're not gonna be able to do that three to five years from now because these are becoming legitimate businesses that are growing and scaling to multiple seven figure businesses with multiple locations.

And tons of complexity that we didn't have to have years ago. So if you're listening to this now, and it's all about how to get more new patients, keep this in mind. You have got to continue to evolve as a business owner, because this is going to be harder for you to have success in, because there's going to be more competition.

Even though there's going to be more and more people. So it's a funny catch 22 of how that works when it was education was the problem. And now you don't have a choice, but to be better at what you do. I also think if you can take that and you could say, that sounds awesome. Like I'm going to be forced to be better at what I do, be a better clinician, have a better customer experience, hire better people, train them better.

And that if you do that, you're going to get exponentially rewarded. Because there's going to be [01:03:00] so many people that are mediocre that are barely going to be making it or not able to scale. And you're going to be able to take a disproportionate amount of the market. If you're really good at both of those.

Yeah, it's

Yves: not for the faint of heart. I mean, that's just the bottom line, right? This is going to be hard. And our job is to give you and continue to give you what the best practices are. Like, who are the top 1%? What are they doing? And how can we disseminate that information? And the bottom line, that's what we've given you.

We've given you today, like, these are the tried and true ways to get more new patients in the door. Like it or leave it. There's too much data to dispute

Danny: any of this. For sure. And to wrap it up, we'll, uh, summarize everything. Just so you know exactly what you need to focus on. So number one, you got to improve your clinical skills, be a great clinician, have your team be a great clinician.

Like you want to assemble the Avengers clinical team of your area. Okay. That's what you want to think about. I want to have the best people. It's not even close and we're going to be. Constantly training to improve [01:04:00] by a little bit every single day. So that it's not, not even close that we're the best in the area.

And that should motivate you on the clinical side. If you're a clinical nerd, what a great opportunity to do that and be surrounded by people that are constantly trying to learn more and be better. Number two, improve your customer experience, treat people like they're the only patients you ever have treat people like it's your, you know.

Your family or, or someone that you really respect, uh, and, and that you want to make sure that they get the outcome that they showed up for, uh, and go above and beyond what they expect. And that's going to be massive, massive for the referral side of those first two things, referral side for your business, which is the bet.

They're the best clients to work with easiest to sell the least price sensitive, and the most likely they're going to refer somebody else your way. Number three. Local education events, get out in the community, let people know that you exist, share your knowledge in any capacity that you feel comfortable openly with them, you know, be a part of the community, build your brand, build reciprocity and get patients from that because you totally can, if you do that on a consistent basis, number four content, be visible in a digital sense.[01:05:00]

Be legitimized in a digital sense with a great site, with great social proof, with great social media, that's consistent, that is in line with the people you're trying to work with. And number five, add digital ads onto all of that. If you have these four things, you have a good website is congruent with what you're saying with your advertising.

You have social proof. Like we just talked about, especially Google, you have active social media presence that is engaging and is aligned with what you're trying to get in the door. And you are good at sales. If you have those four things layer on ads on top of it, and you're going to see a four to 15 X return on that money.

That's going to work while you're asleep. What's going to work while you're, you know, on the weekend at where your kids game, there's so many advantages to that that are really awesome, but you got to make sure you understand what game you're getting yourself into. Cause if you don't set this up correctly, then you're going to think yourself, well, ads suck.

These don't work. And I've heard a lot of people say that it's not that they don't work. So many businesses run it. You just got to make sure that they work in the setting that you're putting them in, which really takes a lot of work on your part to make sure that they're going to be [01:06:00] effective. So that's it.

If you do those five things. You know, for us, like we're seeing cash, all cash practices in the 50, 60, you know, plus new patient range per month, as they scale up their providers, you know, which these are, you're talking seven figure plus, uh, businesses. They don't have to deal with insurance one bit. And it's not something 10 years ago.

I thought what is going to happen, right? I thought this was only going to be me by myself, never scale past myself. Uh, and that's just not the case anymore. The landscape has changed in a really positive way. If you're willing to become a great business owner at the same time.

Yves: Yeah, I mean, it's time to level up, right?

We got to put in the greater amount of effort that you put in. The better your results are gonna be. Right. And we're not saying this doesn't create, uh, like, it's not difficult to do, but we can tell you that the path is super clear, it's very viable, right? Like you're gonna, you know, for a lot of people it's gonna be a struggle of the way you're gonna be struggling kind of in your mill clinic.

You're gonna have a lot of difficulty. Like I would much rather be struggling and growing [01:07:00] personally into this realm. Uh, we know that the path is clear. So, and this is a fun one.

Danny: Alright, well that's it guys. Thank you so much for the, uh, for the question, uh, that we got. Thanks very much for, for listening and as always, uh, we appreciate you listening and we'll catch you next, uh, next week.

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