Latest / No Appointment Necessary / Before You Hire, Spend or Panic, Look at the Data: Clinic Signal and the Numbers That Run Your Business

Transcript

Before You Hire, Spend or Panic, Look at the Data: Clinic Signal and the Numbers That Run Your Business · No Appointment Necessary

• 0:00
  Michael: Welcome to the latest podcast.
• 0:01
  Michael: Today we have Ewan with us from ER Physiotherapy in Aberdeen.
• 0:06
  Michael: How long have I known you, Ewan?
• 0:07
  Michael: About four years, I think.
• 0:09
  Michael: Three, four years.
• 0:10
  Michael: Four years.
• 0:10
  Michael: Yeah.
• 0:11
  Michael: God, time time flies.
• 0:12
  Michael: Ewan's got a super interesting story, and today we're gonna look at a couple of things.
• 0:16
  Michael: Um, and we're gonna tie it into one of our brand new products called Clinic Signal, which is free.
• 0:22
  Michael: So I'm not asking you to buy anything, but I think it'll be really interesting to go into the metrics of running a business, particularly from what I feel is a and and he'll get wish about this, but I think is a really innovative physio, someone that's just done things very, very differently, but still in a in an incredibly ethical way.
• 0:37
  Michael: So we're gonna go through a little bit of your backstory and then focus on those metrics, the things you look at, and the things that have just really helped you to run the business both operationally and more effectively operationally, but also maybe from a marketing standpoint, from a culture and team standpoint, and so on.
• 0:56
  Michael: So, first of all, welcome Ewan.
• 0:57
  Michael: Thanks for thanks for joining.
• 0:59
  Michael: Thanks for having me.
• 1:00
  Michael: We've just actually just been chatting for an hour before this, so we're we're all warmed up.
• 1:05
  Michael: So talk to me, Ewan.
• 1:06
  Michael: We're like, tell me about your business, who you are, what your background is.
• 1:09
  SPEAKER_01: Yeah, so my background was initially in psychology when I first went to university, and then it was only after like a talk with one of my friends, Kenny, who was a physiotherapist with retraining to be a doctor.
• 1:22
  SPEAKER_01: I and I had no idea what a physiotherapist was.
• 1:24
  SPEAKER_01: He told me what one was, and I was like, oh, that that's what I actually want to do.
• 1:28
  SPEAKER_01: So it took about four years of applying to university to actually get in, and then got in in 2016, graduated in 2020, worked in the NHS for a few months in orthopedics, didn't like it, went back out into private at a clinic I was working in previously, and then just again became a bit disillusioned with what it what it was.
• 1:49
  SPEAKER_01: The clinic that I was at was charging you 25, 24, 30 pounds an appointment, and it was all just kind of like ambulance chasing work.
• 1:56
  SPEAKER_01: So I was like, this it's got to be better than this.
• 1:59
  SPEAKER_01: So went out by myself and then ended up finding you.
• 2:02
  SPEAKER_01: Had had that call when you were like, We need to change this, we need to change that, we could spend this, you could do that, we need this.
• 2:08
  SPEAKER_01: And uh, you know, we're brutally honest, but obviously really, really helpful.
• 2:12
  SPEAKER_01: And I was working, you know, a company had kind of contacted me at a time and they were doing my SEO for me, and it was, you know, they were rubbish.
• 2:19
  SPEAKER_01: So you just told me to bin them.
• 2:21
  SPEAKER_01: And and you know, you're you're like, even if you don't join with us, just get rid of them.
• 2:25
  SPEAKER_01: Stop giving them your money.
• 2:26
  SPEAKER_01: And then yeah, so we started working together, and that was about 20, I think towards the end of 2022, starts of 2023.
• 2:34
  SPEAKER_01: And then I remember a conversation we had just about two years ago where you're saying the only thing that's stopping you from having a bigger business is there's only one of you, and you can stay where you are right now and you're doing well, or you can take that leap and start taking people on.
• 2:47
  SPEAKER_01: And then did brought on another physio Connor, who's now coming in.
• 2:52
  SPEAKER_01: He's part you know, part owner of the business now, and things have just been going you know parabolic since then.
• 2:57
  SPEAKER_01: It's you know, it's now 10 of us.
• 2:59
  SPEAKER_01: Um, we've got our own, you know, couldn't it?
• 3:02
  SPEAKER_01: We've got our own building now, doing some really, really cool stuff.
• 3:06
  SPEAKER_01: We're working with the we're working with Rogue Fitness.
• 3:09
  SPEAKER_01: We've done that's next week will be three years as their athlete services for the Rogue Invitational, working with the best strong world's strongest men, world strongest women, CrossFit.
• 3:19
  SPEAKER_01: We're now affiliated with their World Fitness Project.
• 3:22
  SPEAKER_01: We were down in London in April, and then we're going to Copenhagen in December, working again with some of the best athletes in the world.
• 3:29
  SPEAKER_01: Just and we're doing just for fun.
• 3:32
  Michael: I still remember that first goal when I was little OU and on your own and struggling along, and yeah, it wasn't that you're doing a terrible job, but it was it was a struggle.
• 3:41
  Michael: And looking at it now, I mean you didn't just dip your toe in the water of like hiring someone, you fucking jumped in, right?
• 3:48
  Michael: Like you've got the big old building now, you've got all the kit, you've got 10 employees, like you're absolutely flying.
• 3:55
  Michael: And I think it's just really nice and almost inspirational to show that you can go from a smallish clinic, and whether that's just you or one or two people, if you've got the only if you have the ambition.
• 4:04
  Michael: I don't recommend it if you're not up for it, because it's not easy work, right?
• 4:08
  Michael: But if you've got the ambition, there is nothing stopping you from just really going for it and and being creative and innovative and working really hard.
• 4:15
  Michael: But what I want to touch on, so well done.
• 4:17
  Michael: I'm honestly, it's I'm I'm I can't say I'm really proud of you, but um it's it's just amazing to see people like fly, basically.
• 4:24
  Michael: But one thing I want to touch on is I remember we had a conversation and you were talking about, yeah, yeah, I've had other businesses as well.
• 4:30
  Michael: I've had a food bat van and I've owned pubs and talk so talk to me about that, because that that's an interesting kind of sideline to have as well.
• 4:38
  Michael: Um what was that about?
• 4:40
  SPEAKER_01: Well, the first it came about when I was after my first year university for physiotherapy.
• 4:46
  SPEAKER_01: I went back to Dundee, I was living with my brother, and I was talking to a guy who was working at the same bar that I was, and he said, This is my kind of vision for this.
• 4:54
  SPEAKER_01: And I was, I know, I just thought this will be it'll be a good bit of fun, really.
• 4:58
  SPEAKER_01: I like starting things, I like creating things, I like being part of something fun and and cool.
• 5:04
  SPEAKER_01: And I was like, Oh, I've worked in bars, never owned one, and it'd be great.
• 5:08
  SPEAKER_01: So we we took on this place, I had to rip it right, right back and rebuild it, coming down at the weekends and doing that.
• 5:15
  SPEAKER_01: It was just, you know, what's life without a little bit of fun, a little bit of adventure.
• 5:19
  SPEAKER_01: Try something, try something new.
• 5:21
  SPEAKER_01: And it's you know, I was familiar with the hospitality industry, and it's been a great, great learning curve for where, I guess, where to put your time and then what the the investment that you get back from that.
• 5:33
  SPEAKER_01: And hospitality is very similar to physiotherapy in that you are dealing with people day in, day out.
• 5:40
  SPEAKER_01: You're hiring people, so you have to think of like the right personalities that are going to fit certain jobs.
• 5:46
  SPEAKER_01: And that made actually hiring physiotherapists somewhat easy because when you work in hospitality, you start to read people, you start to get to you know get to know how they interact.
• 5:58
  SPEAKER_01: So you're like, okay, this person would be a great, great asset in this way, but we might have to work on them on this.
• 6:04
  SPEAKER_01: And again, in hospitality, you can always say we can teach competency, but you can't teach a smile.
• 6:09
  SPEAKER_01: Same thing in same thing in physiotherapy.
• 6:12
  Michael: All right, let's get into Clinic Signal.
• 6:14
  Michael: So just as a brief explanation, Clinic Signal is a product that HMDG has developed, which is best described as a business intelligence platform for your clinic, and it plugs into various places, and as a business owner, it gives you incredibly quick views of the major metrics that you should be looking at.
• 6:33
  Michael: Now, it is incredibly advanced in terms of you know the thousands of metrics you can glean from it.
• 6:38
  Michael: You don't need to, at every stage of your business, need to look at every one of these metrics, and they're all available for you.
• 6:44
  Michael: But you know, for some people, they may only look at 10 every morning, other people will look at you know hundreds, if not a thousand, every single month.
• 6:51
  Michael: So clearing signal really gives you that visibility across your business, whether that's your financials, your team, and then also gives you advice on on what you should do and maybe what you should be looking at.
• 7:01
  Michael: So I wanted to what I want to do, I'm gonna share my screen for those people who are listening.
• 7:05
  Michael: You can go and check out the the demo and maybe look along whilst you're listening, if you're not in bed or or on the tube or whatever.
• 7:13
  Michael: Um uh for the but but we're gonna we're not gonna refer too much.
• 7:17
  Michael: You don't need to look at it if you don't want to.
• 7:19
  Michael: But the uh the URL is demo.clinicsignal.hmdg.co.uk um and that would get you into the demo.
• 7:27
  Michael: So what I want to do with you in is kind of go through some of the different areas and the things that you look at that are really important to you and talk talk about why, because I think it's interesting to say to look at a metric, but you know, some people might not see why that's important to the clinic, they may they just may not get it, and so kind of exploring why you look at that metric and what um what impact it has and what you um use that metric for.
• 7:52
  Michael: How does that sound?
• 7:54
  Michael: Sounds great, yeah.
• 7:55
  Michael: Okay, so let's get off the overview, but let's get straight into financials.
• 7:59
  Michael: So within financials, we have various things like if you put your data in, you know, your projected operating profit, your revenue this year, this month, your attributed marketing revenue, your revenue per clinical hour.
• 8:12
  Michael: Um within that, is there anything specifically that you kind of look at wriggly um that that maybe you look at every month or every day just to see where you are?
• 8:26
  SPEAKER_01: Yeah, one one good thing on this bit is it's showing obviously estimated marketing revenue, and you can then tell month by month where that is, and then there's obviously trends that you can look at over a much longer period of time.
• 8:41
  SPEAKER_01: One that's one thing I find really good is you could because then it opens up conversations with you and your team to say, look, this month we are severely down, or this month we're really up.
• 8:53
  SPEAKER_01: We're actually really struggling for utilization, or we don't have much utilization.
• 8:57
  SPEAKER_01: Can we turn up?
• 8:58
  SPEAKER_01: Can we turn down?
• 9:00
  SPEAKER_01: So just being able to see that in real time, and there's this this month versus last month cumulative as well.
• 9:07
  SPEAKER_01: You can see, yeah, everything is you can then see generally everything is broadly on on track um for where we are, and as well as comparing to last year, those would be the main ones.
• 9:19
  SPEAKER_01: You know, month by month, are we hitting the numbers that we're sort of expecting?
• 9:24
  SPEAKER_01: And then year on year, are we are we improving?
• 9:29
  Michael: I I I think those are sort of reassurance numbers, aren't they?
• 9:32
  Michael: And sometimes uh kind of ego numbers, it's just nice to see that you're up 60k.
• 9:36
  Michael: And by the way, this is all demo data, this is not you and real data, but you know, it's nice to see you're up 15% on last year, you're up 60k, or um, this month's going better than last month, and you know, the things that you've implemented have worked nicely and and and everyone's happy.
• 9:51
  Michael: And so it's nice to have that overview um of what's going on again on things like revenue across the 12 months.
• 9:58
  Michael: Where are you?
• 9:58
  Michael: How are things looking?
• 10:00
  Michael: Uh your profit margin across the 12 months um and so on.
• 10:03
  Michael: I think that is, yeah, I I know a lot of people want that data and and it just reassures them and and gives them a bit of motivation.
• 10:11
  Michael: And conversely, if the numbers are right down over the last three months, they look at it and think, you know, let me look at that.
• 10:18
  Michael: And it's interesting, isn't it?
• 10:19
  Michael: Because without this kind of tool, it's not you just don't look at that as much.
• 10:24
  Michael: Right?
• 10:24
  Michael: It's it's almost like you don't look at it.
• 10:26
  Michael: I mean, did you look at it before you had this tool?
• 10:28
  Michael: And if so, how did you find it?
• 10:30
  SPEAKER_01: No, I mean it's really quite difficult in general to be maintaining this these with the time that you you have and the time that you allocate to to this in general before the tool or what I used to do, wouldn't be able to then go into saying, well, how much should non-attended appointments cost me?
• 10:52
  SPEAKER_01: And is that a trend that's going up or down?
• 10:55
  SPEAKER_01: There's a lot of work that actually goes into maintaining even a small thing like that, you know, appointment completion, where were we versus now versus last year, and how much is that affect, you know, how much can that affect us?
• 11:10
  SPEAKER_01: Um new patient flows.
• 11:13
  SPEAKER_01: It's a lot of work without this tool to to manage all of that.
• 11:17
  SPEAKER_01: So I can honestly it's incredibly vital, but I can honestly I didn't give it as much as it needed before a clinic signal.
• 11:28
  Michael: And I think partly it's just time.
• 11:29
  Michael: You know, if if you want to look at the um last 12 months and compare this month versus the year before, and that's the trend I'm looking at now, it's very easy just to see, okay, what was May like this year versus last year?
• 11:42
  Michael: What's June like?
• 11:43
  Michael: Now you can do that on Clinico, let's say it's it's easy enough to get it, but it still takes time, right?
• 11:49
  Michael: And you're you're you're spending time just finding that data.
• 11:53
  Michael: Um at the same time, with this, you then have other data straight away.
• 11:57
  Michael: What's my weekly revenue trend like?
• 11:59
  Michael: Which is also really interesting because we often get um clients who get really upset, they're like, oh my god, my numbers are so bad, everything's going terribly, and then you look at their weekly revenue, and they've had four records a week, and then one week is bad.
• 12:13
  Michael: And and and and I get it, as a clinic owner, it's it's hard, right?
• 12:16
  Michael: But it's quite nice to see, okay, yeah, you've had a bit of a lower week, but the last four were record, and when you just go up one, you can see that um in the end this year you're up, you know, 10k on last year.
• 12:28
  Michael: So chill out, relax, um, because I think we can all get really panicked when things aren't going quite so well.
• 12:34
  SPEAKER_01: Yeah, and this just that tool just allows you to zoom out.
• 12:37
  SPEAKER_01: You know, and I'm sure you've probably your team's probably had much like fewer panicked calls saying, I'm down, I'm down.
• 12:44
  SPEAKER_01: No, you're not, you're fine.
• 12:46
  SPEAKER_01: Look at the graph.
• 12:47
  SPEAKER_01: The graph is up, the graph is up, the graph is good.
• 12:50
  Michael: Exactly that.
• 12:51
  Michael: Um, we have a patient's tab as well.
• 12:53
  Michael: So within patients, uh, you've got quite a few numbers here: DNA rates, mature PVAs, second visit rate, new patients in the last 30 days, your we booking rate, your new patient acquisition trend by across the year.
• 13:06
  Michael: So you can see that trend line.
• 13:08
  Michael: Um, new versus returning per month, when new patients arrive, which is always an interesting one, um, referrals, where they come from, uh, your sort of patient health pillars, what your lifetime value is.
• 13:20
  Michael: And there's there's a few things that are kind of important for me just to mention.
• 13:24
  Michael: Things like patient value over time.
• 13:26
  Michael: The reason that we sort of really highlight the month six and month twelve is that commercially, I think that's more important than seeing what your patient's worth over 10 years because you need a snapshot of the business now from a commercial perspective, not where it was.
• 13:41
  Michael: And I think a lot of people confuse KPIs with um historical data.
• 13:47
  Michael: KPIs should be about the future, not the past.
• 13:50
  Michael: And so there's a lot of that that we do within the tool.
• 13:52
  Michael: Um, and there is there anything in here that you find are it is incredibly important for you uh that you keep an eye on.
• 14:01
  SPEAKER_01: Um if we look at acquisition trend into new patient trend, seeing that will allow us to see when are you know part it will look at two things for us.
• 14:15
  SPEAKER_01: When are we, you know, when is the highest level of patient demand that we're you know getting people in?
• 14:20
  SPEAKER_01: And then you know, it's trends.
• 14:22
  SPEAKER_01: So when we know, okay, well, May is usually a quieter month for new patients.
• 14:30
  SPEAKER_01: Uh so okay, well, we maybe schedule a few more holidays and things in May.
• 14:34
  SPEAKER_01: So it allows us to see again when hot spots are, and then it'll also then say, well, September was actually a bit of a dip for us, and that's usually a really, really good month.
• 14:45
  SPEAKER_01: So let's then cross-reference that with utilization.
• 14:49
  SPEAKER_01: Well, our utilization in September was through the roof, so there was no place for new patients to go.
• 14:55
  SPEAKER_01: So it allows you that one really allows you to then cross-reference with other parts in um clinic signal that we'll get to.
• 15:02
  SPEAKER_01: And then you go, okay, well, that's that's an easy thing.
• 15:05
  SPEAKER_01: We hire.
• 15:06
  SPEAKER_01: We go, is this a trend?
• 15:07
  SPEAKER_01: Is there just any place for new people to go?
• 15:10
  SPEAKER_01: No, right.
• 15:10
  SPEAKER_01: Well, then you know, we need to start looking at hiring three months ago.
• 15:16
  SPEAKER_01: Um coming down into then like the patient health pillars, looking at DNA rate, mature PVA, all those, having the ability to then just see where you are and and analyze trends around there.
• 15:34
  SPEAKER_01: We did actually use the DNA rate, uh, so the cancellations, like why then look why are things cancelled?
• 15:42
  SPEAKER_01: Some are feeling better, some are sick.
• 15:44
  SPEAKER_01: And it actually just turned out we thought we had a big increase in cancellations, but it actually just turned out we were seeing more people and oil and gas jobs ticked up for a couple months, so people were going offshore.
• 15:58
  SPEAKER_01: All right.
• 15:58
  SPEAKER_01: Okay, we can see that data now rather than going through every cancellation on clinical.
• 16:04
  SPEAKER_00: Yeah.
• 16:05
  Michael: Yeah, I think uh something you said earlier which was really interesting, which was um kind of looking at holiday and looking at your how busy you are and your new patient trend and so on.
• 16:16
  Michael: I think that's really important because if you know the clinic is incredibly busy at a certain time of the year but slightly quieter at others, allowing you to kind of try and push holidays into those months is really important.
• 16:28
  Michael: And I think very few clinics do that.
• 16:30
  Michael: I think they just say, yeah, you can take holiday whenever, and generally it's in the busiest periods, you know, it's like a September or whatever.
• 16:38
  Michael: Um, and so you're actually kind of hamstring yourself a little bit in terms of revenue across the year because where the demand is high, your supply is low.
• 16:46
  Michael: And so I think it's really important to understand those metrics and and see also when there are drop-offs that are completely unexpected.
• 16:54
  Michael: Uh, so yeah, I can I I think that's super interesting as well.
• 16:58
  Michael: Um, when you go into we've got a uh one of my favorite pages is the is the team page, because you can see every practitioner and what their performance is like.
• 17:10
  Michael: So um, and I'll just choose a a slightly longer period so we've got more data, but you can see within here every single practitioner across pretty much every metric that you could imagine.
• 17:22
  Michael: Now, for me, all of these are important metrics, but um, are there any that you really look at more than any others?
• 17:31
  SPEAKER_01: Yeah, so we I use this to diagnose any potential issues with with the team and being able to see individual real-time sort of booking rate, rebooking rate was really helpful, and then revenue per hour.
• 17:48
  SPEAKER_01: So the the three main I'd be looking for in someone would be their rebook, their rebooking rate, their DNA, and then their cancellation.
• 17:57
  SPEAKER_01: Not so bothered with like the mature PVA, because generally, if people are nailing those other ones, people are coming back and they're turning over the patient visit average, is a consequence of them doing their job really well.
• 18:09
  SPEAKER_01: So you don't want to be kind of forcing that for the sake of it.
• 18:12
  SPEAKER_01: But I managed to take one of the one of the um therapists and I said, you know, you're over the there's a trend of your rebooking rate coming down and your cancellation rate is is ticking up.
• 18:25
  SPEAKER_01: We had a quick conversation and it turned out, you know, you know, struggling balancing this job with university and another couple things, uh, things that were going on.
• 18:36
  SPEAKER_01: So we just put a bit of a plan in place.
• 18:39
  SPEAKER_01: Without that, it would have been a little bit harder to notice trends over a longer period of time.
• 18:45
  SPEAKER_01: Clinical does it it's just not as accurate.
• 18:50
  SPEAKER_02: Yeah.
• 18:51
  Michael: Uh and just on the accuracy element, there's something that one of the one of our customers mentioned to me, which I'd never thought of before, which is looking at your cancellation rate, but also looking at the cancellations that have rebooked.
• 19:04
  Michael: So they said uh I can't remember exactly what they said, but it was something like, well, a patient might cancel because there's an earlier appointment available, or a patient might cancel and come back two days later because of you know there was a work event or whatever the case may be.
• 19:16
  Michael: And so one of the figures that we have there is the a percentage of cancellations rebooked, which is super important because if you know 50% rebook, then actually your overall cancellation rate shouldn't be too bad or isn't too bad.
• 19:29
  Michael: If 0% rebook, then obviously you need to take more note of that cancellation rate.
• 19:34
  Michael: Um another stat that I really like is the between visits, so the days between visits, uh which I think people either don't look at ever or just ignore and don't see as an important metric.
• 19:45
  Michael: But I find days between visits incredibly important because if you have um uh a team that sees people, you know, 20, 30 days between every visit, then you're not I think, first of all, offering particularly great care in my mind.
• 20:01
  Michael: Um genuinely, not for every single person, obviously.
• 20:04
  Michael: Um but at the same time, I think you are um you are just commercially not doing the best thing for the business either.
• 20:13
  Michael: Um what do you think about that?
• 20:14
  Michael: Do you do you look at that status at all?
• 20:17
  SPEAKER_01: Yeah, so new patient the follow-up um and rebooking uh time frame visits are really are really important for us because again, that would signal are we just too busy and do we need to take more in other spaces for clients to go?
• 20:34
  SPEAKER_01: But yeah, I mean we shouldn't be pushing people out generally, you know, 14, 15, 16 days because they need help now.
• 20:40
  SPEAKER_01: So it's great to see.
• 20:41
  SPEAKER_01: And well, and then if people are getting a high cancellation rate, well, maybe that's because they're feeling that they're just being, you know, you don't have a plan, you're kicking them into the long grass and you're dealing with them later.
• 20:52
  SPEAKER_01: Um the cancellation rebook is is great for us, you know, being where we are uh and the type of jobs that people have when they come and see us, knowing that people are, you know, if if we looked at one here, there's six cancellations over the last quarter for one client for one physiotherapist, but 33% of them rebooked.
• 21:13
  SPEAKER_01: That's not particularly something I would need to you know worry about.
• 21:17
  SPEAKER_01: Whereas if they had an 8%, 10% cancellation rate and a 0% cancellation rebooked, right?
• 21:23
  SPEAKER_01: Well, that's that's a problem.
• 21:25
  SPEAKER_01: Really, really helpful for there.
• 21:28
  SPEAKER_01: Um another one that it does that's great for a general clinic compliance is notes to finish.
• 21:35
  SPEAKER_01: What open notes do they have?
• 21:37
  SPEAKER_01: Because an open note is, you know, that's not a that's a really big really big compliance issue there.
• 21:44
  Michael: Yeah.
• 21:45
  Michael: So I put that in.
• 21:46
  Michael: I I I didn't know if we could do it, but we can.
• 21:49
  Michael: And uh yeah, the idea is that if you've got twenty patients with notes that haven't been finished, you have a problem.
• 21:56
  Michael: And and sometimes it's it's yes, that's an issue.
• 22:00
  Michael: In itself, but there's then a secondary issue, which is why aren't they being finished?
• 22:05
  Michael: And it is it is it just not enough time?
• 22:07
  Michael: And um, and it's actually inspired quite a few people to start using AI notes uh because they were getting so many uh clients, uh patients that just didn't have finished notes.
• 22:18
  Michael: And you, as a clinic owner, you can find that, but that's not easy, right?
• 22:23
  Michael: That's gonna take you some time to try and go through every patient, every every practitioner.
• 22:28
  Michael: It's almost impossible for you to do that.
• 22:31
  SPEAKER_01: And then, yeah, with this, you know, why would you then bother if it's all in one place?
• 22:36
  SPEAKER_01: One thing that I didn't notice that I think might have been added recently.
• 22:40
  SPEAKER_01: I don't remember seeing it, is you've got lapsed patients under each person.
• 22:44
  SPEAKER_01: You can expand and lapse patients, and you can click view in recall.
• 22:48
  SPEAKER_01: So if I was to take me, click view that, I'll be able to see the patients that have lapsed say in the last quarter.
• 22:54
  SPEAKER_01: And then just you know, say to say to Michelle, say to her seven, hey, do you mind just reaching out to them?
• 22:59
  SPEAKER_01: Make sure everything's going okay.
• 23:02
  SPEAKER_01: Because you can have, you know, is everything going all right?
• 23:05
  SPEAKER_01: Um, yes.
• 23:07
  SPEAKER_01: Uh no things are you know, sawing right.
• 23:10
  SPEAKER_01: Well, why don't we book in a 15-minute call with you?
• 23:12
  SPEAKER_01: And or no, things have gotten worse, right?
• 23:14
  SPEAKER_01: Well, why don't you come in?
• 23:15
  SPEAKER_01: He's got an appointment on Tuesday.
• 23:17
  SPEAKER_01: Just opens up that conversation really well.
• 23:19
  Michael: Yeah, for me it was so yeah, it it is a relatively newer feature.
• 23:23
  Michael: For me, it's uh super important because it's free money.
• 23:27
  Michael: Um, and I, you know, I'm always thinking about uh the the monetary side of things, but I suppose it's also outcomes, right, and patient care.
• 23:35
  Michael: But if you have the ability to see per practitioner how many lapsed patients they've had in the last 30 to 60 days, and being able to then click a button that shows who those patients are, and being able to say, look, just give them, spend Monday morning, you've got an hour free, give them a quick call, send them a quick email, and chase them up.
• 23:54
  Michael: Those are patients that would probably have never come back.
• 23:56
  Michael: You get five of those back or 10% back.
• 23:59
  Michael: Suddenly, it's a lot more money that you're not having to spend on marketing to get more people through the door, right?
• 24:05
  Michael: And and it just makes everything much, much better.
• 24:07
  Michael: And of course, yes, you get better patient outcomes.
• 24:10
  SPEAKER_01: It's your reputation, it's your reputation at the end of the day, saying, like, you know, ER physiotherapy is so caring.
• 24:16
  SPEAKER_01: You know, they gave me a call four weeks after, and actually I wasn't doing that great, and they managed to get me back on track.
• 24:23
  SPEAKER_01: Patient outcomes, your reputation and money in your pocket.
• 24:26
  Michael: Yeah.
• 24:27
  Michael: Um, what about revenue concentration?
• 24:30
  Michael: And that's a stat I wanted to show because I think what what clinics often overlook is that the revenue is concentrated amongst one or two clinicians, which is actually really dangerous because if one of those people goes, you're kind of screwed.
• 24:44
  Michael: Um, do you use that to kind of try and distribute casos a bit more evenly?
• 24:50
  SPEAKER_01: Yes.
• 24:51
  SPEAKER_01: One thing I used it for initially was to make sure that I was no longer the person leading that number.
• 24:59
  SPEAKER_01: I see, as the business owner, you don't want, you know, you can't be running the ship and doing all the other jobs as well.
• 25:06
  SPEAKER_01: And initially, that was, you know, it was me pretty consistently.
• 25:10
  SPEAKER_01: And yet you can see there's always going to be a little bit of a concentration around one person.
• 25:15
  SPEAKER_01: But say in our team of people, there is one person who's doing 23%, which I think is relatively healthy, because that's probably her load.
• 25:26
  SPEAKER_01: Or we say, you know, how are you how are you getting on?
• 25:29
  SPEAKER_01: Is this too, you know, do you feel you're doing too much?
• 25:33
  SPEAKER_01: Do you feel you're not doing enough?
• 25:34
  SPEAKER_01: Are are the people aren't doing enough?
• 25:36
  SPEAKER_01: And it allows that conversation to say, well, well, this person's had 30 new clients in the last month.
• 25:42
  SPEAKER_01: They don't need any more.
• 25:43
  SPEAKER_01: So we redirect to, in this case, you know, say James.
• 25:48
  SPEAKER_01: James is in, you know, quite busy.
• 25:50
  SPEAKER_01: Let's move more people to him.
• 25:51
  SPEAKER_01: It does allow you to manage that.
• 25:53
  Michael: Yeah.
• 25:54
  Michael: And I think it's important, particularly um with things like burnout, just making sure that um there's not just one person that's absolutely killing themselves.
• 26:02
  Michael: Um having the the being able to have uh DNA outliers, for example, as well as the last one.
• 26:07
  Michael: I don't know if you've noticed, but at the bottom, you can actually sort the entire team by various things.
• 26:14
  Michael: So uh notes that haven't been done properly, or caseload, or what you know, where the revenue lies, DNA rate.
• 26:21
  Michael: So you know, you can look at this and say, well, Eleanor has a 4% cancellation rate and everyone else is at 1%, right?
• 26:28
  Michael: It's now a good chance to have a chat with Eleanor.
• 26:30
  Michael: So when it comes to um service mix, for example, this this for me is actually quite important for two reasons.
• 26:36
  Michael: One is that I think a lot of clinic owners don't really have a very good understanding in terms of the different services that they have, what the revenue is per service, and also what the profitability is per service, which I think is is incredibly important.
• 26:50
  Michael: But then uh on the business side, but also on the marketing side, when someone says, I really want to market something, and then you look at the numbers and you're thinking, well, we could, but there are probably better things to market that will make you more money.
• 27:02
  Michael: Um, do you do you look at the service mix much and try and and how do you use it?
• 27:07
  SPEAKER_01: Yeah, so the service, the the treatment mix and the service mix has been really, really helpful.
• 27:13
  SPEAKER_01: Um because we we then looked at, you know, we didn't have for a while, we didn't have any dedicated sports massage people.
• 27:22
  SPEAKER_01: Um but then we could see that the demand for sports massage was actually really quite high.
• 27:29
  SPEAKER_01: Um, so we were able to just obviously recruit and sort of using that marketing data to then make a smart decision and and who we recruit.
• 27:37
  SPEAKER_01: And then it was um that obviously that split has started to go up, and there's still probably more demand than we're than we're meeting there.
• 27:50
  SPEAKER_01: So again, it allows for that really just for us to make smart decisions in where we put our marketing money and then where our next hire is going to come from.
• 28:02
  Michael: Uh in terms of private insurance work, do you do you do much insurance?
• 28:06
  Michael: I can't remember.
• 28:08
  SPEAKER_01: Um we I tried, um, but we've actually just made the decision maybe about two months ago to not see any insurance patients at all.
• 28:19
  SPEAKER_01: Um unless it's unless it's like a cash plan, they pay us and then claim back from their insurance company.
• 28:26
  SPEAKER_01: Um just the the the remittance steps you had to go through to get some remittance, I just wasn't really bothered.
• 28:32
  SPEAKER_01: I have looked into EFRA, not made any kind of decision on that yet.
• 28:37
  SPEAKER_01: We might go back on it, but you know, you're begging a billion-dollar company for a£40 per appointment when actually your appointment fees are are way higher.
• 28:49
  SPEAKER_01: So, you know, you you get someone and you you see them for five appointments, that's a lot of admin and things that go along with that when um you know you know a self-paying, motivated patient you know, gets dropped off.
• 29:04
  Michael: So I think just an interesting discussion around that.
• 29:07
  Michael: And you're right, uh absolutely.
• 29:09
  Michael: What is interesting is is having this kind of um private versus insurance um metric, which just shows you what percentage of your business is insurance.
• 29:18
  Michael: And and and most people actually don't know that.
• 29:21
  Michael: They can have a rough guess at it, but they don't really know.
• 29:24
  Michael: And when you then look at revenue from insurance um services versus others, you it it just really enlightens you.
• 29:33
  Michael: We're gonna go on to another page in a second, which is the utilization side.
• 29:36
  Michael: What I find really interesting there is if your utilization is relatively low, let's say of 50%, it actually almost encourages you to maybe think about doing more insurance, right?
• 29:49
  Michael: Um, and on the other hand, if you're at 80%, then you know that you should probably be doing a little bit less insurance because 80% is that sort of magic number that's difficult to get above and go much further on, just because naturally it's it's very difficult to do.
• 30:04
  Michael: 80% of anything or 90% of anything is difficult.
• 30:07
  Michael: And and and what I found is clinics actually looking at their utilization and saying, well, we're at 83%, but actually 40% of that is insurance.
• 30:17
  Michael: And if we change that around, even by 10%, we'd make an extra 40 grand a year.
• 30:22
  Michael: 20% is an extra 80 grand a year.
• 30:24
  Michael: So I think those can be used in those metrics can be used in that way.
• 30:28
  SPEAKER_01: Yeah, absolutely.
• 30:30
  SPEAKER_01: Because if you're you know charging, if your normal prices are 50, 60% higher than what an insurance company is paying you, even a 20% drop and mutualization, you're still making a lot more than before and for for less work.
• 30:45
  SPEAKER_01: So your clognicians will be happy and you know your bank balance will be happier as well.
• 30:52
  Michael: Um, I purposefully put a mistake in the demo.
• 30:56
  Michael: Um I I and one of the reasons is, and I'm interested to see your view on this, one of the reasons is that it's all about input.
• 31:03
  Michael: So what you put in, you get out.
• 31:05
  Michael: And there's a lot of clinics that just don't use their PMS properly.
• 31:08
  Michael: And maybe that's because it didn't have any impact later on because they weren't looking at the data in in such depth.
• 31:15
  Michael: But when you don't um classify the reasons for cancellations and everything is other, then it becomes a very useless metric.
• 31:23
  Michael: Or if you name your appointments the wrong name, um, or you're just lazy and slack with the appointments, or you have 40 different types of appointment for the same thing, it makes your data look really bad.
• 31:36
  Michael: And one of the things I put on here was uh the leading service, which is follow up physiotherapy, and it's it's it's quite funny because it looks silly, um, but I found that uh a lot of clinics have started being much more careful about the input of the data and how they're entering it and making sure that they fill in certain fields that they maybe weren't um filling before.
• 31:56
  Michael: We've got a lot of clinics using caseloads now.
• 31:59
  Michael: They didn't even know what that feat what that what that feature was.
• 32:02
  Michael: Have you found that?
• 32:03
  Michael: Um were you just really good in the first place and everything just came through and looked fantastic?
• 32:08
  Michael: Were you like, oh shit, I could see where I should probably make a few changes here?
• 32:13
  SPEAKER_01: No, I definitely could see where we needed to make some changes because when you do put something into clinical and if things are going really well, then there's no kind of real consequences for not doing it right because it's it was so difficult to track things initially that if you weren't tracking them, then you know there was nothing to nothing to view, nothing to notice the mistake.
• 32:36
  SPEAKER_01: What it did allow us to do was go just cut down the number of different appointments that we have and that we offer.
• 32:45
  SPEAKER_01: So it's going from you know, we just do kind of physiotherapy, new return, that sort of thing.
• 32:52
  SPEAKER_01: Um, and then you know, we had like acupuncture appointments, this type of appointment, this type of appointment, all just comes under physiotherapy now.
• 33:00
  SPEAKER_01: Yeah.
• 33:01
  SPEAKER_01: Because people would go on to a booking system and we would see from the data from things that you would send over that people would get to the booking, have no idea what to book, and then just go somewhere else.
• 33:12
  Michael: Yeah.
• 33:13
  Michael: Or or the the best one I've seen was like follow-up physiotherapy appointment, Peter, follow up physiotherapy appointment sign.
• 33:19
  Michael: It's like you can get that data in other ways, you know.
• 33:22
  Michael: Um, you don't have to name the appointment that's up.
• 33:25
  Michael: Now I understand why people did that, because uh it was difficult to segment um team members in other ways, but now you can.
• 33:32
  Michael: You don't need to have 40 different appointments for the same thing, which is really interesting.
• 33:37
  Michael: So, yeah, it's it's really nice to see people using their PMS a little bit more effectively now, um, now that they can see all of that data.
• 33:44
  Michael: Um, in terms of utilization, this is uh, I mean, they're all my favorite pages, but is there I mean, obviously you're looking at a clinical utilization rate.
• 33:52
  Michael: Um, but are there other things on here that you're sort of looking at and thinking through?
• 33:58
  SPEAKER_01: So when we're looking at this appointment completion, it's obviously just generally quite important to see cancellations, um, DNAs, um, making sure that that's what's crazy.
• 34:11
  SPEAKER_01: You just see it's like benchmarked and targeted.
• 34:14
  SPEAKER_01: Um booking velocity is also an interesting one as well, looking week by week new patients.
• 34:20
  SPEAKER_01: And then that will see is it just because we're you know the clinic utilization is really high prime slots go, or is there a demand issue?
• 34:31
  SPEAKER_01: Um and next availability by practitioner, those would be the ones.
• 34:37
  SPEAKER_01: So booking vol booking velocity, appointment completion, and then next availability, because we'd be able to see who's who's busiest, who's you know, who's available who's available, and then we can say, right, Michelle Peter doesn't have much, you know, he has a few quite a few slots in the next month.
• 34:59
  SPEAKER_01: People who are coming in, direct them to Peter.
• 35:02
  SPEAKER_01: Yeah.
• 35:03
  Michael: Yeah, and and that's also one that's uh particularly interesting from a marketing perspective because when your availability is, you know, you have nothing for four days or six days on a certain service, then from a marketing standpoint, you don't want to be spending as much money on that.
• 35:21
  Michael: Um, you know, you're sending people to a diary, and we know what MSK patients are like, everything's an emergency, I've got a clicky elbow, I need to see someone immediately.
• 35:28
  Michael: And there's very little point in spending a ton of money on something that you don't have availability for uh, you know, for another six days, so you can then move your your money around according to what you do have availability for.
• 35:42
  Michael: So that's a a really important one for us anyway, to be able to see that and connect that into the systems that we have.
• 35:48
  Michael: Um, have you uh most people miss it, maybe I should do more around it.
• 35:52
  Michael: But have you noticed the capacity engine that we've built?
• 35:56
  SPEAKER_01: Yes, yeah.
• 35:59
  SPEAKER_01: Pitting in the number because um I was looking at I think I put in some numbers incorrectly on it.
• 36:05
  SPEAKER_01: So you're seeing our clinic utilization was was really low.
• 36:09
  SPEAKER_01: And I'm looking at it, I'm like, we can't get any more people in.
• 36:12
  SPEAKER_01: So what was gonna it just turned out I amputted the this quite wrong, but now it's uh synced to clinical, which is obviously better.
• 36:23
  Michael: Exactly.
• 36:24
  Michael: So I've synced this directly into clinical.
• 36:25
  Michael: What is interesting though is that people will often so there are first of all, there are some PMSs that will tell you you've got a utilization of 120%, which is obviously not possible.
• 36:36
  Michael: Um, and there is a big difference between your utilization of working hours and your utilization of a room or of your clinic, and I call it the clinic estate.
• 36:50
  Michael: So an example of that would be you could have a 90% clinic utilization, sorry, 90% clinician utilization, because you've got five people and they all work one hour a day.
• 37:02
  Michael: Okay, so you've got five hours, 90% of those are gone.
• 37:06
  Michael: But that is a less interesting figure than actually you could be open nine hours or 10 hours a day, so you're losing nine hours every day.
• 37:14
  Michael: I hope this makes sense, but you're losing nine hours every day, and so although your your clinic utilization or clinician utilization is is high, your actual occupancy across the rooms and across the clinic as a whole is actually quite low.
• 37:27
  Michael: And I see this a lot where um clinics might have a really high utilization, but when you look at it and they then they think, oh, I need to expand, I need more rooms, I need more employees, I need to open more days, but actually you you find that they just don't have enough hours in the day that are available with clinicians.
• 37:47
  Michael: So if they uh a really obvious example, and it's a real world example, was where um a clinic only had a 40 something percent occupancy across their rooms, but a utilization of like 85%.
• 38:02
  Michael: And what we looked at was actually building in um uh a kind of a a how would you call it um a staggered um clinician time, so uh rotors basically.
• 38:16
  Michael: So, you know, someone worked from 8 a.m.
• 38:18
  Michael: till 2 p.m.
• 38:19
  Michael: and someone else worked from 2 p.m.
• 38:20
  Michael: till 8 p.m., which actually made their overall utilise utilization much, much lower and then go right up.
• 38:27
  Michael: And so they made a ton more money without actually doing very much other than other than having rostered animals.
• 38:33
  SPEAKER_01: Um that's where that's where we're very much at as well.
• 38:36
  SPEAKER_01: The clinician utilization here is around 75, fluctuates between 75 to 80 percent.
• 38:42
  SPEAKER_01: Room occupancy, which was one of the big ones that made us you know think we can we can hire a lot more, was that because we are sitting around 40%.
• 38:52
  SPEAKER_01: So the way that we've done it now is people get time, so all the time just staggered, and there's like a waterfall of breaks.
• 38:59
  SPEAKER_01: That waterfall of breaks now happens to basically just fit into like a full-time person's schedule.
• 39:04
  SPEAKER_01: So we've looked at that and went, we could easily hire another full time two full-time equivalent staff, and it wouldn't have any effect because everyone would kind of be working around each other.
• 39:18
  SPEAKER_01: Yeah, and then that room occupancy goes up to 70%.
• 39:23
  SPEAKER_01: Clinic utilization obviously is around the same.
• 39:27
  SPEAKER_01: Um, and yeah, because you do think rooms, rooms, rooms, but those spaces that can be used with around the clinic as well.
• 39:36
  SPEAKER_01: And just you think someone's on a lunch break for half an hour, an hour, that room's now not generating any revenue, and you can see that now.
• 39:45
  Michael: Yeah, and and what I then did was also, because it's me, I also added the opportunity across the year.
• 39:52
  Michael: And in this demo data, and by the way, this is not uncommon for a lot of clinics.
• 39:56
  Michael: If you sorted that out for this clinic, it's an extra£183,000 a year, um, which is kind of crazy when you think about it and how much money you can make without having to go to another location.
• 40:09
  Michael: And there was a clinic only recently who uh was talking about opening up another location, and when we looked at his room occupancy, he was at about 35%.
• 40:18
  Michael: And so rather than having to think about you know expansion and rates and new rents, he was able to get to the numbers he wanted to get to without doing anything else other than staggering appointments and uh hiring a couple of extra clinicians, and that's that's just data that you would never ever be able to see properly unless you you went into it in in real depth.
• 40:40
  Michael: But it I think to some people it wouldn't even occur to them to look at that data.
• 40:45
  SPEAKER_01: No, because again, you know, tracking it is is difficult.
• 40:49
  SPEAKER_01: It's time it's costly and it's time consuming.
• 40:53
  SPEAKER_01: Yeah.
• 40:53
  SPEAKER_01: But having it having it there done for you.
• 40:56
  SPEAKER_01: Yep.
• 40:57
  Michael: Uh uh another one I'm gonna say again, uh, another one of my favorite pages, it actually might be my favorite page.
• 41:04
  Michael: Um, given you know who we are and the data that we have, the amount of clinics that we work with, the the practice barometer that we did, we have all of this amazing data.
• 41:16
  Michael: What I think is most important for clinics is to be able to benchmark themselves against other clinics.
• 41:21
  Michael: So, what we've done is we have um looked at all of the main metrics that you want to be looking at and then allowed you to measure yourself against other clinics of the same size, uh, the same uh discipline.
• 41:34
  Michael: Um, I mean, you can against everyone if you want, but if you're a chiropractor or a physio, you may not want to compare yourselves in that way.
• 41:41
  Michael: Um and you can look at everything, um, where you are, what the gap is, uh, you know, what is the actual average day between uh clinics, uh between visits for the average clinic, and it's 11 days.
• 41:53
  Michael: Um, what is yours?
• 41:54
  Michael: Well, yours is 8.1 days.
• 41:56
  Michael: Fantastic.
• 41:57
  Michael: I don't need to worry about that.
• 41:58
  Michael: But when it comes to what is your average patient value, well, yours is you know, 200 and the average um is 540.
• 42:07
  Michael: Well, now that's something that you need to look at.
• 42:09
  Michael: Do you look at the benchmarking much?
• 42:11
  Michael: Because for me, it's almost like the one thing I would be looking at.
• 42:15
  SPEAKER_01: It's my favorite one, especially for a bit of reassurance.
• 42:18
  SPEAKER_01: Um, and you're looking at it and you're seeing, you know, you you hear about especially you go to the market update, and it might be the market is down 11% in searches, and you look at benchmarks and you're like, oh, I'm beating just about every single benchmark I'm doing.
• 42:34
  SPEAKER_01: You know, despite the market being down, my year-on-year is good, everything's fine.
• 42:40
  SPEAKER_01: There's there's no need to no need to worry.
• 42:44
  SPEAKER_01: So, yeah, this is where I would spend a uh, you know, in especially in the early days, spent a lot of time here anyway, but especially in the early days, I would spend a lot, I would have spent a lot of time here reassuring myself that everything was going okay.
• 42:58
  Michael: Yeah, I it's a funny story.
• 43:00
  Michael: The first thing I built was the market update, which we'll go on to next.
• 43:04
  Michael: Years ago, um we used to be inundated with calls from people, and sometimes it was like December the 18th, and someone would say, Oh my god, it's so quiet.
• 43:13
  Michael: Um, and you're like, Well, obviously.
• 43:15
  Michael: Um, but sometimes it was uh uh I don't know, February, and we'd get you know hundreds of clients messaging us saying what's going on, I'm really worried.
• 43:24
  Michael: And so I started doing a market update in the in the newsletter, and my newsletter, if I do say so myself, is world-renowned.
• 43:31
  Michael: People love it.
• 43:32
  Michael: Although I haven't done one for three months because I've been so busy with a brand new thing that we're gonna be releasing soon, which well, I can't I won't say much about it, but it's gonna blow everyone's minds.
• 43:41
  Michael: Um but the newsletter was so important because it I always started it with a market update.
• 43:46
  Michael: How is everyone doing?
• 43:47
  Michael: What's the market look like?
• 43:48
  Michael: Um, do you need to be worried right now about numbers?
• 43:52
  Michael: Because you know, if you know that everyone else is struggling, it's September.
• 43:56
  Michael: And then and this is real actually.
• 43:57
  Michael: First two weeks of September were really, really slow across.
• 44:00
  Michael: Across the industry, it's nice to know that it's not just you because most people don't talk, right?
• 44:05
  Michael: It's it's it's difficult to go and speak to 20 other clinic owners and say how are things going, and so with the newsletter, it was um so important for people, and people have said that they would pay just for that.
• 44:16
  Michael: Um now, obviously, we don't charge the clients, um, but people would pay just for that.
• 44:21
  Michael: And so, what I wanted to do was build out the market update page, which is my other favorite page in the tool.
• 44:29
  Michael: But I wanted to build that out and show what the numbers are actually like across a month, across the last seven days.
• 44:37
  Michael: So you're able to just feel a lot better.
• 44:40
  Michael: What we now do is it's not just against search demand.
• 44:44
  Michael: So initially it used to be around the numbers that we know.
• 44:47
  Michael: So um, what is search demand like?
• 44:50
  Michael: What's the number of people that are coming to websites, that kind of thing.
• 44:53
  Michael: But now we've actually been able to um mix in real-world data.
• 44:57
  Michael: So, you know, we've got 400 clinics or something on Clinic Signal, and that's before we go live.
• 45:03
  Michael: It's not actually gone live yet.
• 45:04
  Michael: Um, by the time you listen to this, you can go and sign up.
• 45:08
  Michael: But um we've got 400 clinics, and so we can see pretty quickly um whether it's benchmarks or whether it's the market, what's the trend looking like?
• 45:17
  Michael: How are clinics in general doing?
• 45:19
  Michael: And something that I I I look at myself all the time is the um last 12 months, and it's been really interesting.
• 45:27
  Michael: I don't have in the demo, I don't have October, but it's been really interesting.
• 45:31
  Michael: That October has been uh the worst month of the of the year so far.
• 45:35
  Michael: So if you're doing well in October, well done.
• 45:38
  Michael: Um, but it's been the worst month.
• 45:39
  Michael: But it's it's it's it's two things here.
• 45:42
  Michael: The first is you can look at your clinic and say, well, actually, over the last 12 months, um I've grown and and the market in general hasn't.
• 45:51
  Michael: Um and I've had a bad month here, but that's fine.
• 45:54
  Michael: Everyone had a bad month in July because it was so bloody hot and no one came in for appointments.
• 45:58
  Michael: But it's also really nice for you to see if you haven't grown, it's not a problem because no one else has.
• 46:04
  Michael: If you have grown, then fantastic, you're doing something that's extra, extra special.
• 46:09
  Michael: Um, so for me, this is uh, you know, as a business owner, you are so alone and you think, and I'm sure everyone's been through it, every month at some point you think your business is going to collapse.
• 46:20
  Michael: You know, I may as well start looking into administration.
• 46:23
  Michael: This is all so terrible.
• 46:25
  Michael: Well, now not only do you have the data that shows you, oh no, you're you're you're thinking saying, All right, it was just a bad month or a bad week, but you now have the data across the whole of the industry, and you can say, Well, okay, everything's fine.
• 46:38
  Michael: Um, and I assume that's kind of how you look at it now as well.
• 46:41
  SPEAKER_01: Yeah, very much so.
• 46:42
  SPEAKER_01: And even you you see similar when you go back into benchmarks and into seasonality, you know, you see that similar trend, and it's got the October, you know, and it'll say by discipline, get a bit of reassurance, physiotherapy, October is your best year, also peaks in March.
• 46:59
  SPEAKER_01: Same with Powattis, strength and conditioning, and then what this means for that little section of the bottom saying what this means for planning.
• 47:06
  SPEAKER_01: So, you know, you your demand peaks in October because people are getting ready for the new year, new me in January.
• 47:12
  SPEAKER_01: But I expect January to be a bit rubbish because people are you know trying to do things themselves.
• 47:17
  SPEAKER_01: It'll pick back up in March when you know people need a little bit of extra help.
• 47:22
  SPEAKER_00: Right.
• 47:23
  SPEAKER_01: So just having that reassurance that this everyone's going through the same thing that you wouldn't get as a sole business owner.
• 47:31
  Michael: And and that was really demonstrated actually in June, July this year.
• 47:35
  Michael: So on the going back to the benchmarks page, we have the ability for you to look at cancellation rate and DNA rate, which is your now, this is demo data, but yours against the market.
• 47:45
  Michael: And we saw that the market actually picked up massively on DNAs and cancellations in June, July.
• 47:50
  Michael: So although although yours might have been 25% and you're normally at 7%, well everybody else was experiencing it.
• 47:58
  Michael: So there isn't a concern.
• 47:59
  Michael: You don't need to start shouting at the team, you don't need to phone a liquidation expert, it's just something that happened.
• 48:06
  Michael: And again, anecdotally, I imagine it was the weather that you know was was an issue.
• 48:11
  Michael: And so I think that's really, really interesting.
• 48:13
  Michael: So, you know, you can look at your rebooking rate, you can look at your new new patient rate very easily against the rest of the the market and see that yeah, you're you're performing the same or you're above it, or sometimes you're under it, and you have to think, well, why?
• 48:26
  Michael: You know, my my new patient numbers are just lower than everybody else's.
• 48:30
  Michael: What am I not doing?
• 48:32
  Michael: And and it's as important to know you're doing badly.
• 48:34
  Michael: I mean, it would be it's nice that you know someone looks at it and says, Oh, I'm doing better than everybody else.
• 48:39
  Michael: Great, my business is running really well, but that isn't necessarily the most useful information to have.
• 48:44
  Michael: If your cancellation rate is 10 points higher than everybody else's, well, you need to look at that and you need to take action on that.
• 48:51
  Michael: And without having the kind of the data on the market, you don't know if 10% is good, you don't know if 8% is good, you don't know whether your your average time between appointments is good.
• 49:04
  Michael: You've got to have that data because otherwise you're you're flying blind essentially.
• 49:10
  Michael: And so you've got that mix between the benchmarks and the market update.
• 49:13
  Michael: So, you know, you get all of your data in there, you can see your searches as well.
• 49:17
  Michael: I go, yeah, for listeners, go and have a look and uh see what you what you think and what what you can see from there.
• 49:23
  Michael: But I I find these um as a business owner, when your biggest concern is always is my business falling over, um just in indispensable to have.
• 49:36
  Michael: So, marketing.
• 49:38
  Michael: Now, uh if you're not HMDG client, we can't link in your marketing.
• 49:43
  Michael: But one of the things that we wanted to do, because I I I personally believe that marketing and business should never be looked at at in isolation.
• 49:51
  Michael: You need to be looking at the business as well as the marketing at the same time, whether that is, as I said before, um marketing the right things, um, marketing things that are most profitable, marketing things that are most available.
• 50:05
  Michael: But also, if you're gonna spend money and you've spent£5,000, you want to see that it's generated you the money in return, right?
• 50:14
  Michael: You need to see a return on that investment.
• 50:16
  Michael: And so the way that we we run this is uh connecting into your ads, connecting into your SEO and so on, and then showing what those numbers are, you know, how many bookings you've got, what the um what the revenue is from those bookings.
• 50:30
  Michael: You know, if you spend two grand and you make two grand in revenue, well it's not particularly great.
• 50:35
  Michael: But if you're spending two grand and you're making eight, that gives you a huge amount of confidence that, you know, I can spend a bit more money.
• 50:42
  Michael: Um and I assume you look at this stuff all the time.
• 50:45
  Michael: Absolutely, yeah.
• 50:47
  Michael: Um, but you don't you don't really get in touch too much.
• 50:50
  Michael: So obviously things are going pretty well.
• 50:52
  unknown: Yeah.
• 50:53
  SPEAKER_01: Um yeah, quite quite confident with how how things are at the moment.
• 50:57
  SPEAKER_01: Um and it's just again reassuring to see when you go down, you know, you're in market update, and it's Google search interest over the last 12 months, and you see, well, physiotherapy is for us, you know, you see physiotherapy is is really consistently high.
• 51:14
  SPEAKER_01: So you know, well, if Google search and your interest is high, then I'm quite comfortable pouring a bit of money into Google Ads to try and capture some of that that interest.
• 51:26
  SPEAKER_01: And again, you know, you you would look and say, well, the last year maybe you know, marketing data's been a little bit soft as obviously the peaks and troughs.
• 51:35
  SPEAKER_01: Um again, a lot of it is reassurance for us, for me, uh saying, okay, well, maybe year on year things were a little bit down in terms of you you know searches or um the the market.
• 51:50
  SPEAKER_01: But we grew.
• 51:52
  SPEAKER_01: So the people that are finding us that want to find us are you know we're you know, things that we're doing are work uh is working.
• 52:00
  SPEAKER_01: So yeah.
• 52:01
  Michael: I I I think for those people that are, you know, you get different types of people, you get those that really get into the numbers um on everything, some just on some things.
• 52:10
  Michael: If you really want to get into your marketing numbers, uh, like I enjoy doing, it's just so nice to be able to look at last month and say, I spent£1,424, that gave me 18 patients.
• 52:21
  Michael: I can see the revenue from that was£6,000.
• 52:23
  Michael: That's a four times two return on investment.
• 52:26
  Michael: That makes me feel very happy because at that point, I always say marketing budgets are only a budget for people that see marketing as a cost.
• 52:35
  Michael: Because if if someone says to me, Give me£100 and I'll turn it into£400, well, I'm gonna find every last£100 I've got available, you know.
• 52:43
  Michael: Exactly.
• 52:43
  Michael: Um, and and then you have to mix this up, and I'll show you in something else that we've we've got um where we can look at capacity.
• 52:50
  Michael: So, you know, if you've got an 85% uh utilization rate, you don't want to be putting spend up.
• 52:56
  Michael: And so we need to we need to see that business data against the marketing data because if you and says I want to spend a thousand pounds on marketing more physiotherapy, and his utilization rate's at 92%, the answer is no, it's probably not the best of ideas.
• 53:09
  Michael: And so tying in all of this data and tying it in with the marketing data is incredibly important because marketing is is can be complex or seen as complex at the best of times.
• 53:19
  Michael: If you can just simplify it down and and show the the the thing that ultimately matters, which is how much of us spent and how much of our made, then you can take marketing as a worry off your plate.
• 53:32
  Michael: Um the other thing is as well, knowing things like what your cost per patient is.
• 53:36
  Michael: Well, on this data it's£79, but the value per patient is£500.
• 53:43
  Michael: Well, who cares?
• 53:44
  Michael: If you spent£79 to bring in a patient and uh you know your average value of a patient is£500, well, great, you've made almost you've made more than five times return.
• 53:55
  Michael: Conversely, if you are, you know, if your average value of the patient is is£160, well you certainly don't want to be spending£79 on on bringing a patient through.
• 54:05
  Michael: Um, so that's the the the the marketing page.
• 54:08
  Michael: I think that's incredibly important to to kind of really know that data because there are too many people that say, yeah, I spend 300 pounds a month on Google LEDs.
• 54:15
  Michael: Okay, great, but what does that actually bring you?
• 54:17
  SPEAKER_01: And and when you don't be answered usually, and it's great as well to see it's great as well to see when you're you're looking at your keyword rankings.
• 54:24
  SPEAKER_01: So what are people finding you for?
• 54:25
  SPEAKER_01: What are people looking at your business for?
• 54:28
  SPEAKER_01: Um and obviously you a lot of people will rank number one for you know just some basic services, but when you know look at us, um, you know, we are number one across the board for most searches of physiotherapy, sports physiotherapy, and and and around Aberdeen, um we're not going to suddenly start pouring a lot of money into things that we're not, you know, we're not gonna start pouring a lot of ads into Shockwave because no one's finding us for Shockwave, we're not ranking for it, no one cares, no one wants us for that.
• 55:02
  SPEAKER_01: They want us for this service, and we might slowly build up another service here.
• 55:07
  SPEAKER_01: Um and then looking at marketing overview again, just the really, really important one for us is that estimated return on ad spend.
• 55:15
  SPEAKER_00: Yeah.
• 55:16
  SPEAKER_01: Right now, uh, you know, we're currently getting 7.2, which is ridiculous, you know, for every um that's that's a crazy number.
• 55:25
  SPEAKER_01: And you think, well, if I'm getting that, why would I not and I have the ability to take more people on, why would I not spend more as a small business that wants to grow?
• 55:36
  Michael: Yeah, I and I think it's it's it's marketing is often seen as a cost because it's a worry, because they look at money in, but people can't see money out.
• 55:45
  Michael: And when you can't see, well they look at money out rather, and they can't see the money in, it becomes much less worrying if you know that for every pound you put in, you get seven pounds back.
• 55:55
  Michael: And you think, well, yeah, I'm I'd be happy to.
• 55:57
  Michael: And and we've had that conversation before where um if I say, you know what, you need to spend an extra 300 pounds on this, you it's not even a um a discussion.
• 56:06
  Michael: You just go, yeah, makes sense.
• 56:08
  Michael: Like if you can get me seven times, if you can get three times, quite honestly, then I'm happy, you know?
• 56:15
  Michael: Um, and it just makes that entire discussion much, much easier.
• 56:18
  SPEAKER_01: Yeah, this was the data that we discussed that we or didn't have.
• 56:23
  SPEAKER_01: We had your your kind of platform things that you sent over, but now to have you know that data available to me, this was the data that made me think I can grow.
• 56:33
  SPEAKER_01: There is the demand there.
• 56:35
  SPEAKER_01: And say I take on two more people, well, I'll turn up the ad spend this amount, that should get this amount of patients at a patient visit average of this, these people should be full in a couple weeks' time.
• 56:48
  SPEAKER_01: So to have that data there allows you to make the better decisions.
• 56:53
  SPEAKER_01: To say, do I stay where I am right now and kind of you know, profit max a wee bit and get as you know, make myself as profitable as possible before I then go and bring someone else in?
• 57:04
  SPEAKER_01: Or is there just so much demand coming in that I can now support two new therapists, make that decision, and I'm not flying blind here.
• 57:12
  SPEAKER_01: Uh, you know, you have everything that you need, a solid foundation to go forward with confidence and grow your business.
• 57:20
  Michael: I mean, ultimately, this just makes running the business much easier, doesn't it?
• 57:23
  Michael: I don't want to uh big up clinics too much, but it just makes everything easier, right?
• 57:27
  Michael: Easier to understand, easier to see, gives you more confidence.
• 57:31
  Michael: Um, I mean, as a business owner, is that what you find?
• 57:34
  SPEAKER_01: Yeah, easily.
• 57:36
  SPEAKER_01: And and it's all, again, as you said, without bigging it up too much, and it's it's all there.
• 57:42
  SPEAKER_01: And it's the confidence that you need to stay where you are, where you stay the course and go, okay, I'm not growing as much as I need to to take more people on or take the next step.
• 57:54
  SPEAKER_01: Or there is the demand there.
• 57:56
  SPEAKER_01: Uh, it just made it allows you to make better decisions overall.
• 57:59
  Michael: Yeah, exactly.
• 58:00
  Michael: Um, right, my next new my next most favorite page, I should just use that as a as a bit of a skit and a meme, shouldn't I?
• 58:06
  Michael: Um, but my next favorite page is actually the recall page.
• 58:10
  Michael: So um for anyone worried, just to to uh make a point, we don't store any data here.
• 58:16
  Michael: Um so we don't store any patient data.
• 58:19
  Michael: Um we pull this live, which is like outside of the demo, this is a little bit slower, but it just means that you know you can be you can be sure that we're not storing patient data and you're not gonna get into any trouble.
• 58:33
  Michael: But beyond that, it's really nice to be able to see who hasn't actually rebooked in certain time frames.
• 58:40
  Michael: So, as an example, I can look at in the last 30 to 60 days, which patients haven't rebooked, what's their value to date invoiced, so you can see what their value is, how many visits that they've had, and then you can even do it by practitioner.
• 58:55
  Michael: So you can say, you know, how's James's 30 to 60 day list?
• 58:59
  Michael: Well, there's um 25, and you know, go on, James, have a look, go and give them a call.
• 59:05
  Michael: There's 21 on this one, so go and give them a call.
• 59:07
  Michael: Um, drop them an email.
• 59:09
  Michael: You can click the link which opens it up in Clinico.
• 59:11
  Michael: Um, you can even look at the really long-lapse ones.
• 59:14
  Michael: You know, there's 760 patients, um, which are 90 days plus.
• 59:19
  Michael: Uh, let's just shoot them out a quick email, right?
• 59:22
  Michael: It's it's it's really nice.
• 59:24
  Michael: Uh, it's it's for me, it's money left on the table.
• 59:27
  Michael: And I think a lot of clinics are very blunt force in terms of how they do their recall.
• 59:33
  Michael: It's just a big old email to everyone.
• 59:35
  Michael: Well, this means you don't have to do big old emails to everyone.
• 59:38
  Michael: You can be a bit more clinical.
• 59:41
  Michael: So that's my pun.
• 59:42
  Michael: You can be a bit more clinical and say, well, actually, these are new and not rebooked.
• 59:45
  Michael: It's been under you know 14 days, they haven't come back.
• 59:49
  Michael: Well, let's just chase, right?
• 59:50
  Michael: You haven't rebooked, let's have a chat.
• 59:52
  Michael: Now, if you've got Pep Talker or uh clinic apps, then some of that's already done for you, um, to be fair.
• 59:58
  Michael: But it's still good to see the ones that haven't responded to Pep Talker, because maybe they are the people that do need um a phone call.
• 1:00:05
  Michael: I mention those two because they're the only ones I know, but um, I'm sure there are others.
• 1:00:09
  Michael: But um, yeah, it it's it's something that I think is is super important.
• 1:00:13
  Michael: Are you using this much?
• 1:00:15
  SPEAKER_01: We are, yeah.
• 1:00:16
  SPEAKER_01: So on Mondays, we we look at it and again, people will not respond.
• 1:00:21
  SPEAKER_01: That's fine, that's okay.
• 1:00:22
  SPEAKER_01: Um other people respond and they book in.
• 1:00:25
  SPEAKER_01: We give people kind of three options because there's the warm, warm recall, which is people who've obviously been in relatively recently, or have been in a lot and haven't been back for a while, it seems like.
• 1:00:39
  SPEAKER_01: Um, so you just fire them a quick message, or Michelle at reception will give people a call.
• 1:00:46
  SPEAKER_01: And then there's you know, three avenues that we then take people down and say, you know, if you're doing well, that's great.
• 1:00:52
  SPEAKER_01: Really good to hear.
• 1:00:53
  SPEAKER_01: We're here.
• 1:00:53
  SPEAKER_01: If you need anything else, thank you so much for trusting us.
• 1:00:56
  SPEAKER_01: The other one is if you're not doing great or you've kind of plateaued, would you like me and to just give you a call?
• 1:01:01
  SPEAKER_01: It's 15 minutes, totally free, and we can just discuss anything.
• 1:01:04
  SPEAKER_01: Then you open that back up and they'll say, you know, actually, I'm probably I can manage this myself, or I'll book in a session.
• 1:01:11
  SPEAKER_01: Or they might think, you know what, I was actually going to call you, but I've been really busy.
• 1:01:15
  SPEAKER_01: Yeah, can I come and see you?
• 1:01:16
  SPEAKER_01: And you know, has he got anything on Thursday?
• 1:01:20
  SPEAKER_01: Again, it's money left on the table if you're not doing it.
• 1:01:23
  SPEAKER_01: It shows that you care and you get better patient outcomes from it.
• 1:01:27
  SPEAKER_01: So yeah, it's something that's been really useful.
• 1:01:30
  Michael: Have you noticed a big difference in terms of how many patients are coming back and how much extra money you are making?
• 1:01:38
  SPEAKER_01: I would I would say so, because we are generating more revenue with the same number of new patients as before.
• 1:01:47
  SPEAKER_01: Because it's obviously that's sort of thing you can't, it's really difficult to track is who has you know been in before but hasn't been in for a while and come back, which you know you could say you could almost treat as a new patient at that point.
• 1:02:03
  SPEAKER_01: Yeah, we've noticed numbers gone up, that ratio of new appointments to appointments has improved.
• 1:02:12
  SPEAKER_01: Early days, yeah, we've only started doing it in the last month or so.
• 1:02:16
  SPEAKER_01: Um, but yeah, definitely noticed a bit of a trend up.
• 1:02:19
  Michael: Yeah, good, good.
• 1:02:22
  Michael: Um, right, we have an advice page which um looks at your clinic, it doesn't look at um other clinic data, it looks at um your trends.
• 1:02:31
  Michael: So an example would be your DNA rate is 12%, let's say.
• 1:02:36
  Michael: Um, it doesn't say, well, your DNA, your DNA rate is 12% against everybody else.
• 1:02:41
  Michael: It says what is happening in your clinic and what is the trend.
• 1:02:44
  Michael: So for example, um, it might be that for Eleanor, um, and this is one of the things I'm reading off the demo data, patients for Eleanor coming back every 15.6 days on average over the last four weeks, against usually 8.3 to 9.8 days.
• 1:02:59
  Michael: So it's like, okay, why is that?
• 1:03:01
  Michael: And it gives you those sort of risks and opportunities.
• 1:03:05
  Michael: So your average invoice per visit has been at around 71 pounds for the last 30 months, costs have not been, if prices move 5%, that's roughly£28,000 a year.
• 1:03:14
  Michael: So, you know, it gives you kind of advice and things that you should be looking at as a clinic owner.
• 1:03:19
  Michael: Um, I feel like um, and from the data, this is the least used page.
• 1:03:23
  Michael: Um, is it something that you use or look at?
• 1:03:29
  SPEAKER_00: I would say this is the least used one, yeah.
• 1:03:32
  SPEAKER_00: Yeah, okay.
• 1:03:34
  SPEAKER_01: And I'm not again not quite sure.
• 1:03:36
  SPEAKER_01: Not quite sure.
• 1:03:37
  SPEAKER_01: Why I do it is used sometimes, but um, you know, for us, it's nothing new this week, is what comes up.
• 1:03:45
  SPEAKER_01: Um yeah.
• 1:03:49
  Michael: Yeah, I'll I'll I'll probably have a look, maybe we'll have a chat about what would be really useful in terms of the advice side of things.
• 1:03:55
  Michael: Um, but uh yeah, it's a nice page for those people that um essentially want to be alerted to any kind of changes and risks within the business.
• 1:04:04
  Michael: I suppose if your business is doing really well, you probably don't have much advice on there, which is why you say nothing new.
• 1:04:10
  Michael: Um, but definitely worth looking at if you do have things that are going on and and um just just again changes in trends, which are super important.
• 1:04:19
  Michael: And I suppose one of the reasons people use it less is because we have a wonderful advisor within Clinic Signal.
• 1:04:26
  Michael: Um, do you use this?
• 1:04:29
  SPEAKER_01: Yes, this is uh where I would spend more time, spend more time on here than than advice.
• 1:04:35
  SPEAKER_01: Um getting idea of you know what is typical patient worth to me.
• 1:04:40
  SPEAKER_01: You know, the there's obviously there's the kind of preset questions that we have, um, and then just allowing to compare is great.
• 1:04:48
  SPEAKER_01: Um one thing is you know who on my who on my team has the most room to grow?
• 1:04:53
  SPEAKER_01: Great quite great question to ask, and then it will give you a breakdown of exactly where they can grow.
• 1:04:59
  SPEAKER_01: I like it as well.
• 1:05:00
  SPEAKER_01: It says, you know, um advice um level, it's about low medium risk level, like low medium, high, um, in terms of their answer confidence.
• 1:05:11
  SPEAKER_01: So you just take that.
• 1:05:13
  Michael: It's it's like having a consultant in your pocket.
• 1:05:15
  Michael: I want to ask something about my clinic, um, because it has access to all of your data, your marketing data, your clinic data, your business data.
• 1:05:22
  Michael: And it's really nice to be able to um just ask any question, like what should I do this week?
• 1:05:26
  Michael: What what are the things I should focus on?
• 1:05:28
  Michael: Is there anything I should be worried about?
• 1:05:30
  Michael: Um, I'm a bit worried about my numbers this month.
• 1:05:33
  Michael: Um, and you know, the answer is well, I wouldn't be because everyone's having a bit of a bad time at the moment, and so and actually your numbers are higher than most, or um, yeah, who who are my who on my team should I speak to and why?
• 1:05:46
  Michael: These are all things that uh are incredibly useful.
• 1:05:49
  Michael: It's actually also built somewhat around my brain, and so I did have a little bit of trouble um taking all the uh swear words out of it uh initially because it's Based on thousands and thousands of phone calls about all these different things, and so it was being quite rude and sweary initially.
• 1:06:06
  Michael: So I've had to tone it down a little bit.
• 1:06:08
  Michael: But um, it's one of the most used features.
• 1:06:10
  Michael: Everyone's uh you know, really they just use it, they they love being able to ask questions.
• 1:06:16
  Michael: Um, because again, most people can't ask those questions of other people.
• 1:06:19
  Michael: Um, they don't have that sort of insight into the clinic, whereas this does.
• 1:06:23
  Michael: Um okay, finally, uh well, there's a few other things, but um we're gonna stop at just the monthly report.
• 1:06:30
  Michael: Uh I'd find this to be incredibly useful.
• 1:06:33
  Michael: Do you use this much?
• 1:06:34
  Michael: I do, yeah.
• 1:06:36
  Michael: Yeah.
• 1:06:36
  Michael: There's a great snapshot of the business.
• 1:06:39
  Michael: It's a snapshot shot of the business, so it looks at at a glance your attended appointments, your new patients, you know, the obvious stuff, the invoice revenue this month, um, your revenue versus the same point last year versus the same point the month before.
• 1:06:52
  Michael: It's just the the real overall kind of snapshots and what's going on.
• 1:06:55
  Michael: And you can look at that by month.
• 1:06:57
  Michael: Um, if you want to look at April or June or whatever, you can share this as well.
• 1:07:01
  Michael: You can download it, you can share it with your accountant or your business coach or whoever the case may be.
• 1:07:07
  Michael: Um, and it's it's just nice to have access to that over a over a 12-month period.
• 1:07:12
  Michael: Um, one other question, uh I don't know if you've noticed, but in settings, you can get a daily email.
• 1:07:18
  Michael: So we send out a monthly email, or is it weekly?
• 1:07:20
  Michael: No, it's weekly.
• 1:07:21
  Michael: So every week, Monday morning, you get an email with how the business performed the week before.
• 1:07:26
  Michael: We also have a daily one.
• 1:07:27
  Michael: Do you use the daily one?
• 1:07:29
  SPEAKER_01: In the email updates, yeah.
• 1:07:31
  SPEAKER_01: Yeah, it just sends automatically.
• 1:07:34
  Michael: Yeah, I I didn't think that people would use the daily one very much, but the vast majority of people do.
• 1:07:40
  Michael: They want to know what their booked appointments were today, how many cancellations, how much revenue they've made, um uh, yeah, what's the DNA rate?
• 1:07:48
  Michael: And it's just like a very quick email that goes out.
• 1:07:50
  Michael: I think it's about 8 p.m.
• 1:07:52
  Michael: Uh every evening, although I think I may have to change that because people still see um patients at 8 p.m.
• 1:07:57
  Michael: So the data is like a little bit out because it gets calculated at 7.
• 1:08:01
  Michael: Um, but yeah, lots and lots of people do actually so then our data skewed a little bit.
• 1:08:06
  Michael: Um, but uh yeah, lots of people really like having that end-of-day email that says this is how the clinic's done today.
• 1:08:12
  SPEAKER_01: Um I used to get that from Data Player, which so we when we talked about data player, I used to use it, but it's so that there is so much there and it's not condensed down enough for me.
• 1:08:24
  SPEAKER_01: So again, it becomes, you know, learning how to work it all was was a bit of a, you know, I'm not technically minded really.
• 1:08:31
  SPEAKER_01: So this gives it just a bit easier.
• 1:08:33
  SPEAKER_01: But again, data player used to do the same thing, send me an email at eight o'clock, and this is the revenue, this is a target, this is what was hit, this is how many patients.
• 1:08:40
  SPEAKER_01: Um, but again, we're still trading past eight.
• 1:08:43
  SPEAKER_01: So the the numbers were completely off.
• 1:08:46
  SPEAKER_01: So we might need to, it would be good to change that.
• 1:08:49
  Michael: Yeah, I might change it to 10 p.m.
• 1:08:50
  Michael: Yeah, data player.
• 1:08:51
  Michael: Well, it's worth mentioning data player.
• 1:08:53
  Michael: Um like those guys know them, really nice company.
• 1:08:56
  Michael: They they um they have uh a similar kind of tool.
• 1:09:00
  Michael: Um uh I I am obviously gonna say ours is a little bit better.
• 1:09:05
  Michael: I've actually never gone into their tool and looked at it.
• 1:09:09
  Michael: Um, so I don't know what it looks like or or or or anything.
• 1:09:13
  Michael: I get obviously feedback from from clients.
• 1:09:16
  Michael: Um I I think for us, for me particularly in this, in in building this, I was thinking less about what data is available and more about and also the metrics, um, and more about what is commercially important to a clinic.
• 1:09:33
  Michael: Um and and yeah, I mentioned this before, the the the lifetime value of a patient, for me, a 10-year lifetime value is not important commercially.
• 1:09:43
  Michael: So a lot of it comes down to workings out.
• 1:09:46
  Michael: The data is the data, but for us, and what I've tried to do here is is give you data that is most accurate to running your business today rather than historical.
• 1:09:57
  Michael: And I think I'm not sure how Data Player works, but there's certainly from my in my mind, I imagine, compared to most other um products out there, they're very much sort of agnostic around the kind of data they provide.
• 1:10:11
  Michael: Um, and maybe they provide much a lot of other data.
• 1:10:14
  Michael: For me, I think every bit of data in this tool is really relevant to running your business.
• 1:10:20
  Michael: We can build another 30 pages, but it's it's what's important to run your business, what commercially should the calculation be against that data?
• 1:10:30
  Michael: Um, and and how does that look?
• 1:10:32
  Michael: An example might be, and I don't again, I don't know if anyone else does this, but let's say a patient um cancels an appointment with you, Ewan, but they go and see Bob instead.
• 1:10:42
  Michael: We track that and we make sure that that's not down as a cancellation because just because they're seeing a different person doesn't mean that um they're not a patient.
• 1:10:52
  Michael: And so there's lots of kind of things from our knowledge of the industry and my knowledge of having spoken to you about 500 times, also every other clinic owner out there about 500 times.
• 1:11:04
  Michael: Um, you know, there's a lot of knowledge that we have that goes into that tool and and into those calculations and what people want to see.
• 1:11:10
  Michael: Um would you agree?
• 1:11:11
  SPEAKER_01: Is that is that yeah, it comes down to kind of what's you know, data, data is data, but what's what's useful, what's actionable, and how does it compare to other people?
• 1:11:23
  SPEAKER_01: So again, you can have as much data as you like.
• 1:11:25
  SPEAKER_01: If you don't know what it's for and how you know where it's going to point you, then it's it's it's not that it's useless, but it's just not entirely useful.
• 1:11:35
  SPEAKER_01: Whereas with Clinic Signal, it takes it down and says, You are your bench, the benchmarking is is one of the best parts about it is using that data and to give trends and benchmarking and then personalized recommendations to your business rather than you taking that and doing the work yourself.
• 1:11:52
  SPEAKER_01: Clinic Signal has done that for you.
• 1:11:54
  SPEAKER_01: So it's just made that work, you know, that that data useful.
• 1:11:59
  SPEAKER_01: And even coming down to the the page that I think will make a lot of difference for a lot of people is just the the pricing engine that you guys have built into it as well.
• 1:12:09
  SPEAKER_01: Um, and seeing how you know what confidence you can have by raising your prices, what effect that will have on your on your revenue.
• 1:12:18
  SPEAKER_01: And it's you know, we have three suggestions low, medium, and high risk.
• 1:12:23
  SPEAKER_01: And then what would have, you know, what consequence that would then have on revenue and potential demand drop and being able to see where we are compared to other people.
• 1:12:33
  SPEAKER_01: And if we're charging less, why are we why are we charging less?
• 1:12:38
  Michael: I I I haven't mentioned the pricing engine.
• 1:12:40
  Michael: There are other things that so as a business, we we we provide lots and lots of really cool, I'll call them toys.
• 1:12:46
  Michael: The pricing engine is one of the most important ones we've done because my discussions invariably go to what are you charging, why aren't you charging more?
• 1:12:54
  Michael: And people are often scared, they they they they're unsure.
• 1:12:57
  Michael: And so we built the pricing engine to show that if you change your pricing by let's say just five pounds, with your exact business and your real-world numbers, if you did that, the end of the year you'd make an extra£160,000.
• 1:13:11
  Michael: Or if you take the high-risk one and change it by 10% or£10, you'd make£200,000 my massive total,£270,000 extra.
• 1:13:20
  Michael: And having that data is is it has helped so many clinics to actually say, you know what?
• 1:13:26
  Michael: I am gonna change my price, and I'm gonna have a strategy behind it because I'm sick and tired of it coming to January in a clinic saying I'm changing my price by three pounds, and you ask why, what's the strategy behind that, and they say, Oh, I don't know, I just do it.
• 1:13:38
  Michael: Well, don't do it like that.
• 1:13:40
  Michael: That isn't how you should fucking do pricing.
• 1:13:42
  Michael: You should do pricing the right way, and you should look at and assess at what impact that will have on the business.
• 1:13:48
  Michael: What impact, what is the risk there?
• 1:13:50
  Michael: And if the risk is incredibly low, do it, just make the change.
• 1:13:53
  Michael: And the other thing is we've we've within the pricing engine, we've actually told um told you how to do that, or at least advised you how to do that.
• 1:14:00
  Michael: Don't just beat your pricing up on maybe this who's been there for the last 20 years.
• 1:14:03
  Michael: Like think about how you uh you know, don't scare the life out of her and give her a heart attack.
• 1:14:09
  Michael: Think about how you do it strategically, how you implement it, over what time frame.
• 1:14:14
  Michael: And so the pricing engine is is is one thing that's incredibly powerful.
• 1:14:18
  Michael: And those people that have used it, and I often use you as an example, you, where people say, Oh, I'm just really scared of um either bringing tiered pricing in or raising my pricing or or having standardized pricing for follow-up and and um and initial pricing, because that's one of my bugbeds.
• 1:14:37
  Michael: And I use you as an example where you're just like no, no one's ever left, everything works, and I just make loads and loads more money.
• 1:14:45
  Michael: Um and yeah, so with within CleanSignal, we will be this is not the end of it.
• 1:14:50
  Michael: Um there are going to be mega changes coming up, uh and lots of things that are going to be happening with what we're doing as a business.
• 1:15:02
  Michael: Um I can't mention them because it is all very top secret, but we're gonna be connecting this into a we'll call it a suite of things that if you're a clinic owner, it's just something that you you have to have.
• 1:15:15
  Michael: It's it it's it's not even an argument.
• 1:15:17
  Michael: Um, I think once we bring everything to market, and hopefully that'll be in the next month or two, uh, people will look at it and just literally have no choice.
• 1:15:25
  Michael: Sorry, people.
• 1:15:26
  Michael: Um, I do like choice, but uh I I I and you've you I you have actually seen what we've done, and and I think you'd probably agree.
• 1:15:35
  Michael: Oh, 100%, yeah.
• 1:15:36
  SPEAKER_01: Well, as similar to sell, I'll be using it.
• 1:15:39
  Michael: Yeah, do shh, no, no giving anything away.
• 1:15:42
  Michael: Anyway, thank you.
• 1:15:43
  Michael: Oh, actually, one last question.
• 1:15:45
  Michael: Is there anything that we don't do that you would like in there?
• 1:15:48
  Michael: And and just to to um preempt that, we do have a lovely for anyone watching, we do have a lovely feedback button at the top.
• 1:15:56
  Michael: When you put in your requests, we will do those requests.
• 1:15:59
  Michael: So we've been very, very quick on doing those.
• 1:16:01
  Michael: There's some that we can't do or we're not willing to do, particularly when it comes to um patient data.
• 1:16:08
  Michael: But if you put your requests in, we will do things.
• 1:16:11
  Michael: Um, is there anything that you have got that you'd love to see that we don't do?
• 1:16:18
  SPEAKER_01: Honestly, nothing I can think of off the top of my head.
• 1:16:22
  SPEAKER_01: I I honestly think with Clinic Signal, everything that I need to run the business is is there, really.
• 1:16:30
  SPEAKER_01: Um the financials all will link in with clinical.
• 1:16:36
  SPEAKER_01: If there's a way to link that in with zero, even even better, because obviously that your profit and revenue all will all then link in.
• 1:16:47
  SPEAKER_01: So if you we have revenue sources outside of clinical, that's not then factored into here.
• 1:16:54
  SPEAKER_01: So potentially making it a bit more kind of all-encompassing, so we can run the different parts of our business through there, that would be really helpful.
• 1:17:02
  Michael: Yeah, so on zero, I we can add that easily.
• 1:17:05
  Michael: I could do that in probably 20 minutes.
• 1:17:07
  Michael: The issue is that the majority of people's zeros are so poorly run, sorry people, um, that you end up with just such awful data.
• 1:17:16
  Michael: It's very rare, but yeah, I always joke I was doing some consulting with someone and I looked at their costs, so they had seven lines of miscellaneous.
• 1:17:24
  Michael: And I'm thinking, you know, and there's like 10 grand in it, and I'm like, oh Christ, what are we gonna do with this?
• 1:17:29
  Michael: Um, but yeah, we we could actually connect zero for those people that do want to connect it up.
• 1:17:34
  Michael: Um, so that is definitely a possibility.
• 1:17:36
  Michael: Um, keep an eye on it.
• 1:17:38
  Michael: We will, you know, put that in as feedback and we'll look at it.
• 1:17:41
  Michael: If we get enough requests, we'll we'll do them.
• 1:17:43
  Michael: Um but thank you, that was really useful.
• 1:17:47
  Michael: I hope everyone else found that super useful.
• 1:17:49
  Michael: Um, I didn't want to make it too much of a uh an advert for Clinic Signal, but it's been interesting to hear how you've used Clinic Signal and what you've done with it to improve the business.
• 1:17:59
  Michael: So um, yeah, thanks again for coming on and we'll chat soon.
• 1:18:04
  SPEAKER_01: Yeah, no, again, thanks uh for for having me.
• 1:18:07
  SPEAKER_01: It was great.
• 1:18:08
  SPEAKER_01: And even the talk before the podcast was really interesting that we got some good ideas going there.
• 1:18:12
  SPEAKER_01: So thank you.
• 1:18:13
  SPEAKER_01: We did.
• 1:18:14
  SPEAKER_01: Maybe, maybe that's another episode.
• 1:18:16
  SPEAKER_01: Yeah.
• 1:18:17
  SPEAKER_00: Cheers.
• 1:18:18
  SPEAKER_00: Good.
• 1:18:19
  SPEAKER_00: Thanks for watching.