Breakthrough Pt Marketing Podcast With Chad Madden

Are you afraid of being too salesy? For many PTs, “selling” is a bad word. It implies that you are putting pressure on someone else to do something that’s not in their best interest. But is that what’s actually happening when you talk to potential patients and offer them a POC? I doubt it. In fact, if you do your homework in the way I outline in this video, you’ll see how to make sales one of the easiest parts of the process. It all comes down to focusing on the patient and what they need.

Here's a step by step exercise that advance owners use when they're thinking about adding a new member to their team or expanding into a new space. These are decisions that you shouldn't make lightly, but it's also important to make sure you avoid the mistake of taking something that is an investment in your practice but looking at it like an expense. This is a key shift in thinking that is vital if you want to grow. View the video at: https://youtu.be/mgkuqBf_THM

As private practice PTs, we have the opportunity to go straight to the consumer...now what? In this video I break down what Direct Access Marketing is and how you can take advantage of it to help more people in pain get back to normal naturally. Doing Direct Access the right way lets you create a mechanism in place to target the people who need you the most and convert them to a POC. This information is for any owner or PT who wants to build authority, celebrity, and expertise in their community.

At Breakthrough, we’ve surveyed hundreds of private practice owners to find out what mistakes they made in their marketing. And there were a few mistakes that kept coming up again and again (and again): Newsletters don’t work… Radio doesn’t work… Facebook doesn’t work… Print ads don’t work… Etc. On the surface, these all may look like different issues. But really, all these owners are making ONE big mistake. Here’s what it is and how you can make sure you avoid it in your marketing.

Being a good physical therapist and being a good marketer are two very different skills. Yes, you can be both. But being one does not make you the other. And like with any skill, if you want to improve you need to find the right mentor to learn from. Here’s a process for making better decisions that I learned from Ray Dalio’s book, Principles. Not only will you learn the process, I’ll also show you how you can apply it to improving your marketing.

A competing PT practice just moved in down the street from Madden PT. There was a point in time where this would bother me tremendously. But surprisingly, I’m not worried about the competition. This podcast will explain how I reached this point in my practice, and how you can, too.

Lately I’ve been working on training for owners who want to “exit with equity” i.e. those who increase the value of their practice so that they can earn more when they sell. Now, if selling/retiring is a bit far off for you, you might be thinking that this type of training doesn’t apply to you right now. But it does. I sum up my thoughts in the video below, but this is for you if you’re an owner who wants to maximize the value of their practice NOW regardless of when (or if) you plan to sell.

Here’s what really happens to private practice owners on the way to a million dollar practice and beyond.

When it comes to talking about building systems into your business, it’s easy to get lost in the weeds. What are systems? What systems do I need? How do I do it? Etc. Rather than dealing with these questions and figuring out the answers (and dealing with certain self-limiting beliefs) a lot of entrepreneurs decided to avoid systems altogether. This audio details my personal experience building systems at Madden PT vs what I’ve seen from other entrepreneurs. It’s a little longer than normal, but this topic is incredibly important. And it’s worth the time to get this right early on.

There’s A LOT of marketing advice out there - and about half of it contradicts the other half. With all the noise out there, it’s easy to get a little overwhelmed. When that happens, the best option is to work directly with mentor. Someone who’s a level you aspire to. But how to you pick a good mentor? In this video I share the one question you absolutely must ask anyone you’re getting advice from. The question is a little surprising, but I’ll walk you through the thought process behind it.

Here’s what we did at Madden PT when the hospital systems started moving in nearby. Faced with this level of competition, we had to ask ourselves some pretty tough questions about growing the practice WITHOUT physician referrals. Check out the podcast to hear how we more than doubled the size of our practice even while losing 90% of our referral sources since 2008/2009.

Some PT owners are content being self-employed. Meaning, they get to be their own boss, but their income is tied directly to the number of hours they spend treating in the clinic. The next stage up from self-employed is being a business owner. That’s when you have systems in place that free up your time and allow you to stop working 50+ hours a week. In this episode, I break down the most common mistake I see PTs making as they try to transition from self-employed to business owner. It involves neglecting the most valuable asset in their practice, and it’s likely that you’re making this same mistake.

Want to be scientific and diligent to create multiple channels for direct access patients to help your clinic grow and leave a larger impact in your community? Key Takeaways We'll look into Peter Drucker's quantity, quality and viability from his book, The Practice of Management. Do these three barriers get in your way as a Private Practice owner Over reliance on mastering just one media channel (for example print advertising) Don't stop your advertising completely as you research new media outlets to market to your target audience Know your Market

Discernment is vital to understanding which media outlet is best for your practice Killer Marketing Secrets for Private Practice PTs: How to Thrive in the New Healthcare Economy - chapter 11 written by Carl Mattiola discusses how to better use single question email Ask your target market what media they use, for example "What have you purchased in the last 30 days for your back pain" How does your target market use their media preference (iPad/tablet, mobile phone, laptop or computer) Use the results of your research to better target your audience

Using Lay Language by Chad Madden, Co-Founder of Breakthrough

Message - Using Patient's Testimonials by Chad Madden, Co-Founder of Breakthrough

Selecting A Market - How To Influence Your Payer Mix by Chad Madden, Co-Founder of Breakthrough

Selecting A Market - Geography by Chad Madden, Co-Founder of Breakthrough

The right target market specific to your private practice. Not just anyone or everyone! Figure out how to avoid basic barriers in selecting the accurate audience.

Want to learn how to control your new patient flow? Become the PT expert in your area? Key takeaways: High quality of care doesn't equal private practice success. Do you resent the university or school you went to? Resent yourself? Resent the marketing of your practice itself? We as PT's need to be more aware of how we are treating our marketing. Listen in for the next series on scientific marketing for your practice.