Lifecycle Marketing – How to Grow your Practice and Feel Good about It

Lifecycle Markeing

 

There are a lot of people who want your money

There are a lot of marketers on the Internet who want to take your money. They promise you how to effortlessly get a steady stream of patients–in exchange for your hard earned cash. Their pitch goes something like this…

 

How Bob Got 22 New Patients In One Hour

By Doing Just “One Thing” Really Well

 

It sounds too good to be true (probably is) but the headline still grabs you. You’re vulnerable, you’ve tried marketing but have nagging doubts you’re doing it right. You’re passionate and good at what you do but this marketing thing is frustrating.

You say to yourself, “It can’t be that hard, I’m intelligent, after all, I made it through graduate school, didn’t I?” Somehow if people knew you and understood how you could help them, your schedule would be packed.

None-the-less, new referrals trickle in and you still have open slots in your schedule. Growing your practice sure seems a lot harder than it should be and it takes forever to see any results.

In a weak moment, when patient visits are down you buy the guru’s book or sign up for a training program. You might even fly to a conference in another city. You jump head first into the hottest marketing program, put in the work and see some initial progress.

But then you hit the wall.

You find things not adding up like you had hoped. The marketing tactics don’t feel right. They feel way too pushy and unprofessional. They take too much time away from patient care and your personal life. Trust me I’ve been down that road a couple of times.

Those of us who have lived most of our careers in the healthcare ecosystem have a limited perspective on attracting people who need our services. We have lived so long under the physician referral system it’s hard to see getting patients any other way.

What we need is a fresh perspective on attracting and keeping new patients. Let’s take a new look on how to attract, connect and delight new patients through a process called lifecycle marketing.

Make Your Practice Something Worth Talking About

Something Worth Talking About

 

If you’re anything like I was when I first started my practice, then you probably believe marketing is using an arsenal of tactics to help bring in patients.

You might have also spent a lot of time reading books, listening to podcasts and going to conferences trying to find an approach that works.

You want a way to market that doesn’t make you feel sleazy, pushy or unprofessional. You don’t one to be “one of those guys”.

 

one of those guys

 

Now it’s time to throw 90% of that information away.

Getting Comfortable With Being Uncomfortable

Last week I launched a pilot course to help therapists grow their practices. Whenever I put something out in public, whether it’s a presentation, blog post or a new product I get uncomfortable.

Despite my best efforts, I get anxious about people’s reactions. Somehow the validation of the product becomes a validation of my self-worth. Whenever I’m in that period of uncertainty my deeper spirituality is tested.  I understand that unless change and growth are a part my spirituality fear will drive me to protect my ego status and not disrupt the status.

Resistance to change is so common, it’s what we’ve come to expect from religious people who love the past more than the present or future. Jesus’ message was all about “change”. In fact, the word “repent” actually means to “change your mind”. Most people are not “early adopters” even though their ability to survive might depend on adapting to new circumstances.

When I’m stretched beyond myself I get uncomfortable. I teach my patients how to stretch their hamstrings. I tell them to get beyond what’s comfortable into the developmental zone and hold it. The development zone is where change and flexibility happens. Unfortunately, I have met too many Christians who were uptight and rigid. I don’t want to end up a rigid old man unwilling to change.

I would say trying to be perfect to protect my ego status has been my greatest enemy. By trying so hard to avoid imperfection or the pain of failing I’ve kept myself from greater spiritual growth. I still struggle to trust God when it feels like I’m in a freefall waiting for my circumstances to turn in my favor.

When I let go and fall into the developmental zone is when I see the most growth. I know it sounds counterintuitive but I grow much more by doing it wrong than by doing it right. My demand for perfection is the greatest enemy against doing good.  

 

 “Perfection is a mathematical or divine concept, goodness is a beautiful human concept that includes us all”.  –Richard Rohr 

I realize that unless I overcome my fear I’ll not be able to do the good I was put on this earth to do.

I’ve been studying the book of Acts in the bible. In chapter 9 Saul was blinded by a vision from the Lord and told to go to Damascus and wait to be told what to do. Saul terrorized the early Christian church and was eager to kill Jesus’ followers. Saul was a fanatical religious terrorist.

In verse 10, Ananias is described only as a believer in Damascus. No one special, not an apostle from Jerusalem, a common man. In a vision, he is told to go visit Saul, lay hands on him so he can see again. Ananias aware of Saul’s reputation is naturally fearful and hesitant.

In our day that would be like telling a Jewish soldier to go and talk to Saddam Hussain. Instead of a highly trained Seal team with helicopters just a common soldier with a message to free a terrorist from spiritual blindness. Now that’s what I call getting out of your comfort zone. Not knowing the outcome but trusting in the call from God to participate in the mission.

After some divine coaxing Ananias went and found Saul. He laid his hands on Saul and said. “My brother Saul..”

How humble and loving are those words?

The rest is history, Saul went on to spread the word of Jesus throughout the known world and write two-thirds of the New Testament. 

Ananias, a simple believer who was willing to get out of his comfort had a part in changing the world. Christianity changed from being a small sect of Judaism into a worldwide faith that was open to all who believed. 

How much are you willing to get out of your comfort zone? 

Are we so preoccupied with personal security, identity, and survival that we miss the call to change our part of the world?

We all want and need various kinds of securities and assurances at every stage of life. But let us be careful that they don’t totally run our lives and keep us from future growth.

One on the most common one-liners in the Bible is “Do not be afraid”. So let us help one another move beyond our boundaries and learn how to rest in being uncomfortable. 

 

Success- What Happens If It’s Not What You Think It Is?

How Do You Define Success?

 

I don’t think that anyone wakes up in the morning wishing that today would be a total waste. Nobody has the deep down desire to fail, although many do.

I believe that most therapists want to be successful in life/work/family regardless of how they define success. I also believe that the way success is most commonly defined is mistaken.

How do you define success?

Perhaps this article originally published by my course building coach Leslie Taylor will help.

Remarkable Onboarding For New Pediatric Clients

 

Therapy4Kids.com

 

12 souls in an 8 seat waiting room. That’s what I was dealing with this morning.

 

It’s summer and school is out. As a result, our clients’ brothers and sisters tag along to therapy. On top of that, we have an influx of kids that are receiving summer therapy. And on top of that, we have an increase in overall referrals. All of this is good, except for our lack of space.

 

One of my clinics, Therapy4Kids is located in my home town in the state Arkansas which is between Toad Suck and Possum Grape (both real towns).  Our booming metropolis boasts a population of 5,000 people. That’s not really enough people to make a go of it with a brick and mortar clinic, but when my wife and I did our market analysis we knew we could draw from at least 3 counties.
 
People who live in the sticks are used to driving to get services and shop at the nearest business district. One reason we knew a therapy clinic had a chance was that we would be saving people from driving an additional 20 miles to get to the next closest therapy provider. We also knew that if went didn’t deliver a high quality experience that people who drive right by us to the clinic right up the street.

Now back to my waiting room…

As these 12 souls (most of them kids) were in my waiting room this morning, a new referral walked in. (Sounds like the beginning of a joke, ‘This unsuspecting mom walks into a loud and full waiting room…”) But it was no laughing matter to me, I wanted to cry. What’s a clinic owner to do?

 

There were no seats for this new mom with her toddler. She had to stand at the check-in window to fill out the paperwork while her 2-year-old fluctuated between wanting down to play and needing mommy to hold her. Mom was obviously not pleased with the situation.

 

As a practice owner, you are going to have times where it just doesn’t go right. No matter how well organized, you’re going to need to step in and get involved.  I’ll tell you how I handled this situation, but first, let’s cover how to keep your onboarding from being a total ‘Toad Suck’. By the way, this 4-step approach is also a good formula for your marketing efforts too.

 

Email Markeint Cheatsheet

 

4 Steps For  Remarkable Onboarding For First-Time Clients

 

1. Plan

2. Get Feedback

3. Measure Results

4. Revise & Repeat

First Impressions: How To Make A Remarkable One

Use Intake Q To Craft A Remarkable Onboarding Experience

FIRST IMPRESSIONS

 

We often think of first impressions of being when we come face-to-face with our clients for the first time. It usually goes something like this…a new evaluation appears on our schedules, we glance at the chart before we open the door, we greet the new patient by name and introduce ourselves. Perhaps we smile and shake their hand before we sit down on a stool to take their medical history.

The first impression right?

All of us want to create a good first impression with our patients. The rest of the treatment experience goes better if we get off to a good start. Unfortunately, we don’t know where first impressions come from nor do we know exactly when they happen. Somewhere in the patient experience, an impression is made about your practice that sticks with your patient long after they leave your clinic.

Influencing patients’ first impressions will go a long way in determining outcomes, loyalty and what they share with others. To probe a little deeper into creating positive first impressions and simple ways we might influence them I’ve invited someone that I admire that does this very well. He naturally and consistently forms good impressions on most of the people he encounters. 

I’d like to introduce you to a guest author and good friend, Tom Kruse. Not the movie star but a physical therapist who is a rock star to those who know him well. I thought you all would benefit from hearing from therapists who are making an impact like yourself in your own quiet way. I’m blessed to interact with change makers on a weekly basis. Periodically I will provide them this platform to share their stories. 

Probably like you, Tom is a therapy entrepreneur who wants to make a difference in the world. He successfully launched his practice in 2015 which has been growing steadily ever since. 

Tom felt called to leave corporate therapy after 15 years to start his own practice. Even though highly successful at his previous employer, he found the pace difficult to sustain and less rewarding. He was getting home late for family dinners, shouldering more administrative responsibilities and had a gnawing feeling he wasn’t providing the best care he could. 

How To Eliminate Patient No-Shows

Create An Experience So Remarkable Patients Won't Miss It

Eliminate No Shows

 

Did you have several patients not show up for their appointments this week?

Join the club. I had my fair share. 

Patient no-shows can be one of the most frustrating aspects of a therapist’s job, with good reason.

We put all time and effort into the initial evaluation, entering information into the EMR, calculating functional limitations, outlining the plan of care, designing a home exercise program(with handouts no less) only to have the patient be a no-show for their next appointment.

You’re confident they need your services and you’re more than capable of helping them reach their goals.  

Despite how sincere and convincing you are, for one reason or another, you seem to have more no-shows than you’d expect.

Not only are no-shows exasperating they are a real time and money suck. No one gets paid for a no-show. Unfortunately, all the expenses related to missed appointments–staff salaries, rent, utilities, etc still must be paid.

While you can’t eliminate no-shows totally from your practice, busting common no-show myths can go a long way in reducing their prevalence. By slightly shifting your mindset and making a couple of changes you can create a patient experience patients will hate to miss. 

3 STEPS TO A REMARKABLE THERAPY BRAND

The Best Way To Stand Out In A Crowd

 stand-out-600x600

 

 

How Are You Going To Stand Out?

 

Healthcare in the U.S. is going berzerk right now. Fierce competition has created a situation where therapists need to be recognized as the best–period. There will always be “therapy jobs” but there is less room for average performers to find a promising career path.

With therapy schools are pumping out more graduates year after year, how are you to find and keep a primo therapy job?

Building a remarkable therapy brand is the best way to advance and protect your career. Click To Tweet

I believe the most important skill for therapists to develop will not be clinical, it will not be technological, it’s not economical/business acumen. It will be the ability to manage their own careers.

There has been an unprecedented change in the physical therapy profession. For the first time, a substantial and increasing number of therapists can choose what they want to do with their careers. 

Therapists have an almost unlimited number of options of what they want to do with their lives. In addition, the average work life span is now close to sixty years and most therapists will have more than one career during that time. 

For many of you, choosing a job will not be solely based upon salary and benefits. You might want a job where you can contribute to the good of not just society but the world.

The good news it’s now up to therapists to choose employment that is meaningful to them.

The bad news is it’s now up to therapists to choose employment that is meaningful to them.

Many therapists are unprepared for the responsibility and uncertainty that self-determination brings.

3 Ways To Make Your Patient Experience Remarkable

 Remarkable Patient Experience

 

How do we create an experience that our patients will be compelled to share?

 

Lately, I’ve been intrigued by what makes something remarkable. People don’t care about how hard we work, how much paperwork we have, or about our bills. We’re self-centered, all of us, we talk about the things we want, things that make us feel better, that reward us….

Most therapists are so busy shouting about how qualified they are, about their average services and hustling to get ahead that they lose sight of their most powerful strategy… creating a patient experience so remarkable that people can’t help but talk about.

 

The key to success to any practice is to deliver great, remarkable service. Michael Hyatt refers to it as the “Wow Factor” in his book Platform.

In today’s noisy marketplace, if you want to capture–and keep–your patients’ attention, you need to build WOW into whatever you’re offering, Hyatt says. That makes sense in retail but it seems harder to make happen in the highly regulated healthcare industry.

Hyatt talks about how to wow our clients and set boundaries in this podcast episode: How Can I Wow My Clients And Set Boundaries?. You also might find helpful his description of the 10 Elements of Wow in a blog post on his website. It shows how to recognize wow experiences around you and to create wow experiences for the people you serve.

We need to be exploring new technologies like online scheduling, automated email follow-ups and key touchpoints to help us deliver a patient experience that’s packed with wow. Here are 3 practical ways to bake wow into your daily patient experiences:

 

3 WAYS YOU CAN BECOME REMARKABLE

 

Academy of Private Practice Enrollment Ends on June 24th

Enroll Today!

 

Academy of Private Practice

 

 Academy of Private Practice

 

For those of you just starting a traditional private practice, Scott’s membership website provides all the training and support you need.

Once you sign up for your lifetime access you’ll get Scott’s outstanding private practice video course, downloadable clinic forms and his favorite practice resources and recommendations.

Just as important as the step-by-step guidance on starting and running a profitable private practice is an ongoing support system. The monthly masterminds, Facebook group, and the community forums allow you to interact with other therapists and get answers to your questions.

To learn more about Scott Harmon’s Academy of Private Practice membership website click on this link:

Academy of Private Practice

 

 

Academy Of Private Practice

I am offering the DIY version of my Cash Practice From Scratch course free to therapists that sign up for Scott’s membership website. The Cash Practice From Scratch course will guide you step-by-step through the process of validating your practice ideas, building your launch team, setting up your website and business systems, and seeing your first paying client.

Sign up for the Academy of Private Practice and you’ll get the $497 Cash Practice From Scratch DIY course FREE.