Latest / Build Your PT Clinic with Bryan Wright, DPT / You're the Best PT in Town. So Why Isn't Your Schedule Full?

Transcript

You're the Best PT in Town. So Why Isn't Your Schedule Full? · Build Your PT Clinic with Bryan Wright, DPT

• 0:00
  SPEAKER_00: Great physical therapy doesn't fill a schedule.
• 0:03
  SPEAKER_00: I'd like to think that wasn't true.
• 0:04
  SPEAKER_00: I used to think excellent work would naturally lead to a waiting list of patients.
• 0:09
  SPEAKER_00: I learned the expensive way that it doesn't.
• 0:11
  SPEAKER_00: Here's what I mean.
• 0:11
  SPEAKER_00: I'd bet there's a clinic within a few miles of you doing work that isn't as good as yours, and they're booked out three weeks.
• 0:17
  SPEAKER_00: Same town and same patients available to both of you.
• 0:20
  SPEAKER_00: Most founders never uncover the gap, and that's exactly why they spend years paying to fix a problem they don't actually have.
• 0:27
  SPEAKER_00: Stay with me and I'll give you the name and the one thing to go look at on Monday.
• 0:32
  SPEAKER_00: Quick bit about me, then this is all about you.
• 0:34
  SPEAKER_00: I took one physical therapy clinic and grew it to a$50 million company with 21 locations.
• 0:40
  SPEAKER_00: And I still made this exact mistake.
• 0:42
  SPEAKER_00: Not way back when I was green, recently on something I put three years of my life into.
• 0:47
  SPEAKER_00: I'll get to that one because it's useful.
• 0:49
  SPEAKER_00: Underneath an empty schedule, there's a problem most owners get wrong.
• 0:53
  SPEAKER_00: And when you get it wrong, you can spend years paying for the wrong fix.
• 0:57
  SPEAKER_00: Begin here.
• 0:58
  SPEAKER_00: Being great at physical therapy and being findable are two completely different problems.
• 1:04
  SPEAKER_00: You've worked the first one, seven years of school, student debt, certifications you paid for out of your own pocket, weekends you gave up, you're still solving it every day in the clinic by treating patients.
• 1:14
  SPEAKER_00: The second one, most do not work on enough.
• 1:17
  SPEAKER_00: We assume it will handle itself.
• 1:19
  SPEAKER_00: Do great work, get great results, word spreads, schedule fills, and that does a little of the work.
• 1:25
  SPEAKER_00: Word of mouth is real, it's just slow and it caps out.
• 1:28
  SPEAKER_00: It stops right at the edge of the people who already know you.
• 1:32
  SPEAKER_00: So you end up with a building full of proof and a poor way for a stranger to find it.
• 1:37
  SPEAKER_00: Let me put numbers on what you're actually up against, because I think owners underestimate this badly.
• 1:42
  SPEAKER_00: Scenario one: somebody in your town wakes up Tuesday with low back pain.
• 1:46
  SPEAKER_00: They pick up their phone to find a solution.
• 1:49
  SPEAKER_00: About 18,000 other people are telling that person where to go for low back care.
• 1:53
  SPEAKER_00: There's countless ads, there's other clinics, chiropractors, some guy on Instagram, an app, a surgeon's office, their brother-in-law who had the same thing.
• 2:02
  SPEAKER_00: And watch what that person actually does.
• 2:05
  SPEAKER_00: Because it takes about 90 seconds.
• 2:07
  SPEAKER_00: They type something into their phone, not the words you'd use.
• 2:10
  SPEAKER_00: They don't type manual therapy or movement assessment.
• 2:13
  SPEAKER_00: They type back pain near me or my back went out.
• 2:16
  SPEAKER_00: They look at the top few results.
• 2:18
  SPEAKER_00: They look at how many reviews each one has and whether the pictures look like a real place.
• 2:22
  SPEAKER_00: They call one.
• 2:23
  SPEAKER_00: If it goes to voicemail, they call the next one.
• 2:25
  SPEAKER_00: That whole thing happens before you ever hear their name.
• 2:28
  SPEAKER_00: You might have the very best solution for that person's back.
• 2:32
  SPEAKER_00: Genuinely the best one available to them in that whole town.
• 2:35
  SPEAKER_00: And they'll never find you because you are in obscurity to them.
• 2:39
  SPEAKER_00: The message that reaches them is packaged better than yours, packaged better, which is a different thing from being better.
• 2:45
  SPEAKER_00: And the presentation is what wins the new patient appointment.
• 2:48
  SPEAKER_00: That's what obscurity is.
• 2:50
  SPEAKER_00: It isn't that people looked at you and picked somebody else.
• 2:53
  SPEAKER_00: You were never even in the running.
• 2:55
  SPEAKER_00: So most owners, once they finally fill it, reach for the obvious fix.
• 2:59
  SPEAKER_00: Spend money, run some ads, boost a post, maybe even hire an agency that promises leads.
• 3:05
  SPEAKER_00: And sometimes that works.
• 3:06
  SPEAKER_00: A lot of the time it makes things worse because too many times this one important step is getting skipped.
• 3:12
  SPEAKER_00: And I'll tell you how to know which one you're doing because it isn't a filling.
• 3:16
  SPEAKER_00: It's measurable and objective.
• 3:18
  SPEAKER_00: In my companies, we track acquisition cost, what it actually costs us to turn a client's attention into a new patient walking through the door.
• 3:26
  SPEAKER_00: When that number comes down, everything downstream gets easier because every dollar you're not spending to get found is a dollar that can go into your people's paychecks instead of into digital marketing or some agency.
• 3:37
  SPEAKER_00: When that number climbs, you're renting attention you haven't earned yet.
• 3:41
  SPEAKER_00: Marketing is a promise.
• 3:43
  SPEAKER_00: When the promise lands and the operation behind it can't carry the weight of it, you just pay good money to show a stranger your worst day.
• 3:50
  SPEAKER_00: New patients hit a front desk that's overwhelmed, a schedule that can't fit them, a therapist who's already double booked.
• 3:56
  SPEAKER_00: If you don't have much built yet and you're out there telling people you've got something phenomenal, that's inauthentic and it'll shoot you in the foot.
• 4:04
  SPEAKER_00: So it's a bit of chicken and egg.
• 4:05
  SPEAKER_00: You can't run a great campaign on top of nothing.
• 4:08
  SPEAKER_00: And you can't grow on great care that no one can find.
• 4:11
  SPEAKER_00: If this is the kind of thing you want more of, hit subscribe.
• 4:14
  SPEAKER_00: I'll put out one of these a week for clinic owners.
• 4:17
  SPEAKER_00: Then let's keep going because the order you do this in matters more than anything else I'll say today.
• 4:23
  SPEAKER_00: So which one comes first?
• 4:25
  SPEAKER_00: Here's my answer.
• 4:26
  SPEAKER_00: And it's the one that gets me the most pushback from clinicians.
• 4:29
  SPEAKER_00: Your marketing plan is senior to your operations.
• 4:33
  SPEAKER_00: Senior meaning it comes first in the order and everything else gets built in to keep the promise it makes.
• 4:40
  SPEAKER_00: Most owners run that backward.
• 4:41
  SPEAKER_00: Build the perfect clinic, dial in every process, hire the whole team, and then someday, when there's time, get around to marketing.
• 4:48
  SPEAKER_00: I ran it backwards too.
• 4:50
  SPEAKER_00: I spent three years and millions of dollars building something I believed in.
• 4:54
  SPEAKER_00: And when it was finally finished, my marketing wasn't ready.
• 4:57
  SPEAKER_00: So the thing I poured my life into sat under a pile of noise waiting to be discovered.
• 5:01
  SPEAKER_00: That may sound like a rookie mistake, but it's not.
• 5:04
  SPEAKER_00: I'd already built 21 clinics by then.
• 5:06
  SPEAKER_00: It's reflexive.
• 5:07
  SPEAKER_00: Builders build, and you can't fix being unknown by building more.
• 5:11
  SPEAKER_00: Here's the standard I hold myself to now.
• 5:13
  SPEAKER_00: Your marketing has to be as good as your clinical care.
• 5:17
  SPEAKER_00: Think about what you've invested in the clinical sites of school.
• 5:20
  SPEAKER_00: Certifications, you've done con ed, you've paid for it yourself, mentors chased down.
• 5:25
  SPEAKER_00: You'd be embarrassed to hand a patient anything less than your best work, of course.
• 5:29
  SPEAKER_00: Now, look at it objectively at what a stranger sees.
• 5:32
  SPEAKER_00: A website that has not been cared for and you put up hastily four years ago, a logo somebody's cousin made, possibly three or four Google reviews, a phone number that goes to voicemail at lunchtime, same clinic and same person, but two completely different standards.
• 5:47
  SPEAKER_00: And the stranger only ever sees one of those standards.
• 5:51
  SPEAKER_00: So what do you do Monday morning?
• 5:52
  SPEAKER_00: You don't blow anything up, you start with one question.
• 5:55
  SPEAKER_00: If somebody in my town has the exact problem I'm best in the world at fixing, what do they see when they go looking?
• 6:02
  SPEAKER_00: Go find out.
• 6:03
  SPEAKER_00: Search it on your own phone, the way a patient would, and see where you land.
• 6:07
  SPEAKER_00: Most owners have never once done this.
• 6:09
  SPEAKER_00: And it's uncomfortable the first time.
• 6:11
  SPEAKER_00: Do it with the patient's words, not yours.
• 6:14
  SPEAKER_00: Whatever a scared person types at 10 o'clock at night when they're back seized up, then look at what you find and be as tough on it as you'd be on a student's treatment plan.
• 6:24
  SPEAKER_00: Would this make you call?
• 6:25
  SPEAKER_00: Does it say who it's for?
• 6:27
  SPEAKER_00: Can you tell it in three seconds what this clinic actually is great at?
• 6:30
  SPEAKER_00: And most of the time the answer is no.
• 6:32
  SPEAKER_00: And that's good news because now you're working on the right problem instead of the one that you assumed you had.
• 6:38
  SPEAKER_00: Pick the one thing you're the best in your area at.
• 6:41
  SPEAKER_00: One.
• 6:41
  SPEAKER_00: And make sure the person searching for that one thing can find you, saying it clearly in words they'd actually use.
• 6:47
  SPEAKER_00: You don't have to be everywhere.
• 6:49
  SPEAKER_00: You have to be findable for one thing.
• 6:52
  SPEAKER_00: And think back to where we started.
• 6:53
  SPEAKER_00: That clinic down the road, booked out three weeks, doing work that isn't as good as yours.
• 6:58
  SPEAKER_00: Nothing's wrong with your hands.
• 7:00
  SPEAKER_00: Nothing's wrong with the care you give.
• 7:01
  SPEAKER_00: You're just a secret.
• 7:02
  SPEAKER_00: And secret doesn't grow.
• 7:04
  SPEAKER_00: If that hits home, subscribe so you don't miss the next one.
• 7:07
  SPEAKER_00: Watch this next.
• 7:09
  SPEAKER_00: Before you go, fix your marketing.
• 7:10
  SPEAKER_00: It's worth knowing whether the clinic can run without you at all.
• 7:14
  SPEAKER_00: Because if it can't, a full schedule makes everything harder, not better.
• 7:18
  SPEAKER_00: I made a whole video on that test, and it takes about two seconds to run it.
• 7:22
  SPEAKER_00: You didn't give all these years getting good at this so that the person who needs you most never hears your name.
• 7:28
  SPEAKER_00: So let's go get you found.
• 7:30
  SPEAKER_00: I'll see you on the next one.