Let Nitin Chhoda PT, DPT teach you the best physical therapy business and physical therapy marketing tactics for physical therapy management success. Discover insider secrets on marketing your physical therapy business, improving physical therapy documentation, physical therapy software, physical therapy billing, physical therapy coding, physical therapy tools and physical therapy website marketing » Improve Profitability

Why Branding is a COMPLETE Waste of Time

Nitin — Sat, 28 May 2011 07:04:14 +0000

If you had a choice as a physical therapy business owner, would you rather have a visit or a patient?

Traditional physical therapy marketing has always been about getting as many patients or referral sources as possible.

Private practice owners copy their previous employer or local competitors and tend to broadcast, not target a message. The ‘me too’ syndrome is more evident than ever. For most physical therapy business owners, the goal is to spread the marketing net far and wide as opposed to narrow and deep.

No thought is given to the quality of the prospect or patient that such ‘marketing’ attracts.

When I ask most private practice owners “What do you want to be known for?” the answer is generally “I want to be the best physical therapist in my area”.

Not quite the answer I was hoping for.

The response is a classical example of the ‘drone like’ approach that plagues most private practice owners.

How about “I want to be the town’s #1 expert on low back pain treatment” or “I want to be the premier source of injury prevention programs for local athletes”.

The consumer now associates you with SOMETHING. This ‘something’ is specific, it is the result of strategic marketing. Branding on the other hand, is very general and it means different thing to different people. This dilutes your identity, instead of ‘defining’ it.

It’s going to help your clinic a lot more if you are known in your community as the “shoulder injury specialist” instead of the “expert in exercise”.

Most private practice owners settle for exposure and hope while ‘building a brand’. Brand building in a service oriented profession is a COMPLETE WASTE OF TIME because there are THREE DANGEROUS FACTS that the big organizations and their highly paid ‘brand consultants’ sitting behind their oak desks completely overlook:

The consumer will only think of physical therapy when he / she has a need for it (this eliminates a majority of the population immediately, which makes brand building a BIG waste of time and money. Why brand yourself when a majority of individuals have no immediate need for your services?)
The so-called experts assume that the consumer will remember THAT ONE CLINIC as opposed to the one ‘my doctor told me to go to” as a result of watered down branding efforts(The experts who sit behind the desks and have never EVER worked in a private practice in their lives are, in all fairness to them, inadvertently ignorant of the ground realities we face as private practice owners. In the real world, BRANDING is not the way you get a patient to ‘come to you’ instead of the person next door. It takes strategic marketing.)
The patient will consider physical therapy to be a better choice compared to medication, rest or other professionals like chiropractors, massage therapists and personal trainers (let’s be realistic – this sounds good on paper but it may take years before consumers truly understand what physical therapy can do for them – if you have several years on your side, then by all means, wait it out. The ‘experts’ over at the big organizations who live in their theoretical vacuum isolated from the challenges of real world private practice owners have been trying to get this done for years and have failed. As a private practice owner, you need to focus on your offer and deadlines, which are marketing components)

Is your marketing a giant, brand-based, motionless blimp?

Brand marketing makes sense for companies like Coca Cola and Good Year (remember the blimp you see at the football stadiums?) because they can afford to spend millions of dollars of advertising in the hope that you remember their product.

For a local business in a skill based profession like physical therapy, branding is naive hopefulness, a dangerous trend fed into our minds by archaic organizations that are meant to protect us and safeguard our interests, but are instead misled themselves by ‘experts who understand consumer behavior’. Such ancient minds are blissfully ignorant of the ground realities, the competition and the financial pressures faced by private practice owners like you and me.

Here’s an example of ‘traditional branding’ from most physical therapy management. You’ll see an advertisement that basically does the following:

Shows the picture of the therapist and the location of the clinic (branding)
Tells consumers, doctors how nice you are (branding)
Asks them to call you for a free consultation (standard ‘pitch’ they are already expecting. In fact, most consumers are desensitized to this type of advertising. They are immune to since everyone else does it)

Would you like to guess what what consumers think when they see this?

NOTHING.

In marketing, zero response is like the kiss of death since it shows you made no impact.

Instead, if this clinic was to ‘market’ instead of ‘brand’, their ad would contain the following elements:

Come in this week for a therapeutic consultation or ‘tuneup’ (different, interesting offer and a well defined call to action)
Bring a friend or family member who might be interested (makes the patient feel you are giving them an opportunity)
Informs them the offer is valid THIS WEEK ONLY and the first 20 patients who respond get a free book or massage (scarcity, urgency)
List the benefits of the first visit (less pain, increased energy, analysis of the cause of the problem etc)

Physical therapy management must sharply narrow the focus of the clinic and identify the prospects / patients that are predisposed to physical therapy and help them make a decision with a call to action combined with scarcity and urgency.

Stop branding (it will do nothing for you. In fact, it will hurt your practice).

Start marketing instead.

The consumer will only think of physical therapy when he / she has a need for it (this eliminates a majority of the population immediately, which makes brand building a BIG waste of time and money)

The consumer will remember THAT ONE CLINIC as opposed to the one ‘my doctor told me to go to” as a result of the branding (The experts who sit behind the desks and have never EVER worked in a private practice in their lives are fooling you when they tell you this will work. Anyone in private practice knows this is a BIG challenge.)

The patient will consider physical therapy to be a better choice compared to medication, rest or other professionals like chiropractors, massage therapists and personal trainers (let’s be realistic – this sounds good on paper but it may take years before consumers truly understand what physical therapy can do for them – don’t be the one wasting your time trying to be the one – leave that to the ‘experts’ over at the big organizations who live in their theoretical vacuum isolated from the challenges of real world private practice owners)

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Physical Therapy Billing Coding Do’s and Dont’s

Nitin — Sat, 14 May 2011 05:05:30 +0000

Physical therapy billing coding errors can sabotage the cash flow for any private practice irregardless of the clinical skills of the practitioners and the marketing strategies employed by the private practice owner. Since the goal of any private practice is to successfully collect payment for the services they offer, these mistakes can be a costly issue for physical therapy business owners. While therapists are trained to be great at treating patients, many do not have the skills it takes to handle physical therapy billing coding issues. Since timely reimbursement from insurance payees is the lifeblood of your private practice, it’s important to understand the complexities and changes associated with physical therapy coding.

The good news is, physical therapy coding does not have to be complicated or time consuming.

A good understanding of physical therapy billing coding practices can mean the difference between just getting by and generating a profit that fuels growth in your practice. Using the right physical therapy billing coding procedures means a steady cash flow and happier patients. The system has no room for error, because the insurance reviewers are experienced at detecting physical therapy coding errors that can save them money- and cost you big time.

Regardless of the level of skill or experience present in your practice, physical therapy billing coding can be confusing at best. The best way to solve this problem will vary based on your specific practice. There are large physical therapy billing coding firms that can handle billing patients and working with insurance companies. The upside to these firms is that they are often on the cutting edge of changes in physical therapy coding rules, and ensuring that claims are correct is a big part of their job.

Physical therapy billing coding can be facilitated with software designed specifically for the industry.

Not only can the software manage physical therapy billing coding, it can help schedule appointments, manage records, and provide forms needed for patient intake or follow up. A few of the versions on the market can even help you market your practice to patients. No matter which software you choose to help manage physical therapy billing coding, this change can make a big difference in the survival and growth of your private practice.

Physical therapy coding can be done by a professional who is a staff member in your clinic, either in-house or someone who works from home. There are an increasing number of individual contractors who offer this service, sparing you the expense of hiring physical therapy coding personnel as full time members of your business. Just remember that you often get what you pay for, so it is worth your time to interview several to find one with significant physical therapy billing coding experience.

Preventing physical therapy billing coding errors can not only save you the headache of dealing with insurance companies, it is also the best way to ensure a steady flow of cash into your practice. No matter how you choose to handle physical therapy coding, ensure that you are comfortable with your billing procedures. Many therapists spend more than seven percent of their revenues to handle physical therapy billing coding, but if you have the right system in place, this can be money well spent.

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Google Changes Physical Therapy Business

Nitin — Fri, 02 Jul 2010 13:46:03 +0000

Google has changed the way people use the internet, and it is now changing the way a physical therapy business markets itself.

And now, with the advent of Google Local, they are doing it again.

Did you know that a well structured Google Local listing can have your private practice website on page one of Google within days, if not hours?

Imagine a patient searching for “physical therapy (name of your town)” or “physical therapist (name of your town)”. If this patient was to arrive at your site, and you were able to get their contact information, follow up with them and build a lifelong relationship, what would that mean for your practice?”

If you are serious about growing your physical therapy business, this is something that you cannot ignore.

Observe the first ranking. Now observe the last ranking. Since a Chiropractor clearly knows what he is doing, he is ranking for the search term "physical therapist new york city"

Here’s the bottom line – Every private practice must have a website that appears on page one of Google, and one that converts visitors into prospects. The strength of a website lies in its ability to convert cold traffic to warm traffic. A website is like your 24/7 salesman on the internet. It is your physical therapy business ally.

There is a flip side to the coin. It is frustrating to find a good web designer who meets your needs and delivers on time. You definitely don’t want to spend several weeks or several thousand dollars designing a website that is a mishmash of information and benefits, because that leaves patients confused and frustrated.

I can speak of this from my own experience…

I’ve spent thousands of dollars on websites that took months to complete, looked horrible and most importantly, could not be found anywhere on search engines.

The truth is, most web designers have NO IDEA how to get visitors OR convert them into prospects and patients. You see, a good website for your practice is NOT about how pretty it looks and how much information you give the patient.

It’s about one thing and one thing only.

Conversions. Can you get the visitor to contact you? This instantly identifies the visitor as a prospective patient. If your website does anything else, it’s missing the point.

Example of a good conversion: For every 100 visitors that come to your site, at least 5 of them contact you to request more information.

Imagine if your practice had a clean, professional website that was a patient generation machine, NOT a glorified brochure without a strategic intent.

With every ambitious goal comes a creative challenge.

The challenge for me was finding a team that could understand marketing, provide quality designs and integrate my Referral Ignition methods at a low cost with a quick turnaround time. Ideally 4-5 business days.

That’s why when I finally found a team who delivered quality, search-engine-optimized websites at a great price with a good turn around time I was ECSTATIC.

It’s been one of the single biggest factors of my success today… I just let them create my websites while I focus on the critical tasks that I am good at. This team consists of sophisticated web design professionals who use the latest eye catching designs (did you know light blue and light green colors are pleasing and elicit trust from visitors?)

Web design is a science and an art, and this team understands it inside out. They understand how Google works, and are on the cutting edge of all search engine optimization strategies.

They do the thinking, so you and I don’t have to stress over websites.

After some arm twisting, I decided to convince them to offer their services to my readers, and to make things significantly easier for you, I wrote ALL THE CONTENT for the website.

The result? You get a done-for-you website, within 4-5 business days, and it’s possible to appear on page one of Google Local.

I will make an announcement about this secret team next week, but here are some of the things you should consider about Google and the way they can change your physical therapy business.

There are 12,000 + searches a month for “physical therapists new york” on Google alone
There are 6,600 + searches a month for “physical therapy new jersey” on Google alone
There are 18,100 searches a month for ‘physical therapist ca’ on Google alone

The chart below will show you the rising trend on Google for the search terms physical therapy and physical therapist. Remember, these are actual patients looking for physical therapy services on Google.

Are they finding you?

For Inner Circle members, I explain “How To Be Up and Running With Your Own Google Local Listing Within 5 Minutes” to drive MORE patients to your practice. If you don’t do this, your competitor will.

To gain exclusive access to the Inner Circle, click the link below. This will be the best $27 you ever spent.

Get Your Exclusive Membership To The Inner Circle Here

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PT Magazine Editor Reveals Physical Therapy Marketing

Nitin — Wed, 30 Sep 2009 21:24:13 +0000

Nitin C: Today, I have the privilege of interviewing Donald Tepper, the editor of PT magazine. Don, today’s talk is about how a physical therapist in private practice can market himself or herself better. There are a lot of techniques out there on how we can get the word out to physicians and patients about our practice. As a private practice owner, going to physicians with the intention of helping them promote their practice either through your network of patients or though your own newsletter for example, or through patient handouts is a great way to initiate a relationship with a physician who doesn’t know you. What are your thoughts on initial physician networking for new private practices?

Donald Pepper: Well, you are absolutely right. The PT should go in more as a colleague, more as one who is able to assist the physician in the physician’s mission and thereby serving the physical therapist as well as opposed to going in simply as a sales person. If a PT is approaching a physician and there hasn’t been contact before, one of the most important things to do would be for the PT to establish his or her credentials to give some reasonable level of confidence that the PT is confident, that the PT can work in coordination with the physician that ultimately what the PT does, will be of benefit to the patient. That is probably the most critical thing, if there hasn’t been some sort of prior contact.

TO LISTEN TO THE AUDIO INTERVIEW, PLEASE CLICK HERE

Nitin C: Don, if a therapist encounters a gatekeeper, I mean the office manager who makes it difficult if not impossible to communicate with the physician, are there any things that the therapists can do to get the message to the right person?

Donald Pepper: Certainly, there are a number of techniques; I mean these apply not only in the health care field but generally as well. What that means is recognize that the gatekeeper is not going to be a 100% effective all the time. For example one might choose to interact with the physician outside of the physician’s office where physical therapists could join or attend as a visitor and make contact with physicians. That is one way of immediate contact. There are other ways too. Physicians very likely browse online. They may participate in different online groups such as yahoo groups or other healthcare related type groups. By raising more visibility as a physical therapist there, it makes you known to the physician about having to worry about the gatekeeper.

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Handwritten Postcards To Patients?

Nitin — Fri, 04 Sep 2009 19:36:12 +0000

The right kind of advertising allows you to precisely track a return on investment, cut through the clutter, and identify with patients on an emotional level.

Big corporations spent millions of dollars in order to be able to achieve these three goals.

Today, patients are exposed to several hundred marketing messages a day. In order to be able to cut through the clutter as a physical therapy business, you need to connect with patients on an emotional level, perhaps even make them smile or laugh.

Don’t make the mistake of saying “humour does not have a place in physical therapy advertising” because it does. At the end of the day, patients are human beings like everyone else and like to laugh. Share stories with them that make them smile and relate to you.

Being able to create a deeper and more meaningful connection with patients is an important strategy for all private practice owners. It’s also important to be able to clearly differentiate yourself when communicating with patients.

Hence, the two key components of effective advertising are personalization and differentiation, both of which can be achieved quite effectively.

The disadvantage with traditional advertising, including brochures, pamphlets and flyers, is it seems fairly impersonal, and the recipient knows it is intended for a large list of people.

What is the kind of advertising that you respond to? Imagine coming home after a long day of work and staring at a big pile of mail. The first thing you do is walk over to the trash can as you flip through the pile, tossing several envelopes unopened into the trash or setting them aside for the shredder. The majority of mail and marketing today fall into the trash can.

I don’t have to tell you that you are doomed if you marketing message and in this pile.

The remainder of the mail is usually split up into two categories. The first category is the mail you want to deal with right away, and it usually includes bills. In some cases, it is the type of advertising / marketing message that catches your attention, that you respond to. The final pile of paper pertains to envelopes and documents that you will get to some day, also called the ‘hopefully soon’ pile.

The truth of the matter is, we never ever get to this ‘hopefully soon’ pile. The moment, it becomes a few inches high (in my case, close to a foot high), we transfer it to the trash pile and toss it out.

What implication does this have for your physical therapy business?

Before advertising to patients and referral sources, ask yourself, where does your marketing message fall?

The trash file, the ‘ hopefully soon’ pile or the immediate attention pile?

Plan your advertising accordingly.

I talk about several marketing strategies, including how you can personalize handwritten mail and send it to patients without having to do all the writing yourself and reveal several tactics to boost referrals and add new patients FOR FREE.

If you want to learn more, and get a FREE COPY OF MY BOOK “Marketing For Physical Therapy Clinics” (on amazon), just enter your name and email address below and you will be taken to the download page.

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Interview With Physical Therapy Marketing Expert

Nitin — Wed, 15 Jul 2009 11:53:31 +0000

NITIN CHHODA: Today, I am interviewing an expert in physical therapy marketing, Dr. Kareem Samhouri PT from Global Fitness LLC. Kareem is a physical therapist and fitness professional. He has integrated amazing systems in his own practice, and was recently featured on NBC Philadelphia. Kareem’s ideas on physical therapy marketing are way ahead of the curve. He is on the cutting edge of the technology, he is a people’s person and a mentor to many people looking to market their physical therapy practice.

KAREEM: It is a pleasure to be here and I am just glad to help out other like-minded physical therapists, improve their network and grow in businesses, at the same time develop a stronger ability to take care of our patients in a greater way in liason with the medical community.

NITIN CHHODA: How would you advise physical therapists to brand themselves and be remembered with physicians and patients? How does a physical therapist in a private practice set himself/herself apart from larger corporate clinics & stronger competitors?

KAREEM: I think that is a great question and that definitely deserves the argument, when you brand yourself, you brand a company. If you brand your company then what you are doing is allowing people to request your company, not you. When you are soliciting referrals, what you are saying is my company can achieve this for your patient. And in doing so, not limiting yourself to hiring other practitioners in the future which is the key to being able to leverage your time and not work for your business all the time. You want to control your practice, and it has to be its own entity and stand on its own feet, even without you. I believe you should first develop the brand of the company, with an immediate ability to bring yourself on top of the company.

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The Power Of Gift Giving

Nitin — Tue, 16 Jun 2009 17:59:36 +0000

When was the last time someone you worked with gave you a surprise gift?

Did it feel good?

Chances are, you were impressed and told some friends about it.

What if you impressed patients with gifts, and they started talking to their friends about you?

Patients love getting souvenirs from clinics, particularly if the souvenir has a high perceived value. The key is to keep your budget to a minimum, but over-deliver to your patients by providing a perception of value. A few dollars spent on gifts can become a great way to brand your clinic and stimulate patient to patient referrals.

1. Interview some of the top physicians in your area, in an effort to provide patients with an information audio CD

If you don’t have a monthly patient newsletter or an audio CD that you provide patients, now is the time! You probably have a network of physicians and healthcare professionals who refer to you. You can use this as leverage to improve your relationship with them and provide additional services to your patience at no additional cost.

Consider interviewing these practitioners and providing your patients with an informational interview format audio CD. This is pretty simple to do. Communicate with a referral physician you wish to interview and tell them that you’re setting up an interview program and you’d like to have 20-30 minutes of their time. Inform them that you plan on recording the interview and making it available to your patients as a free informational audio CD. You will rarely get an objection. All the physician has to do is to send you a bio of themselves and answer the phone at a particular time and talk to you. All you do is talk to the practitioner about the subject that they specialize in. You can interview an orthopedic surgeon specializing in knee injuries, a bariatric surgeon specializing in liposuction or a general physician. Ask several questions that are relevant to patients and empower the patients with valuable information. Then at the end thank your practitioner profusely for their time and mention their clinic location. Do this once a month with a different practitioner and your patients will really benefit and perceive you as the expert, even though you’re just asking the questions!

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Beginners Guide To Starting A Private Practice Physical Therapy Clinic

Nitin — Thu, 02 Apr 2009 10:00:00 +0000

If you are just starting a physical therapy private practice, there are two key aspects that you need to focus on: treating patients and handling the business side of the practice. Treating patients is the clinical aspect we learned in school, and the business aspect is what will bring in the profits and be just as crucial to a successful private practice.

By maximizing profit, you will be able to attain your goals of starting a physical therapy private practice and achieve the independence and freedom that you deserve.

Before starting a physical therapy private practice, though, you need to be clear about the objectives of your practice. What are your personal and professional goals? Why did you become a physical therapist in the first place? You also need to find the answers to how a physical therapy private practice will help you work towards these targets.

Prepare a personal budget and find out how much you can afford to put into starting a physical therapy private practice. Identify your competitors and see if the area for your prospective clinic is in a suitable and convenient location. If you have a competitor located close by, you may need to work this factor into your marketing approach. You could offer a completely different set of services from that competitor that will set you apart.

Marketing the services of your physical therapy practice is a crucial part of your business. You need to publicize yourself so that people in the local community get to know about you and the services that you offer. Educate them about how you can add value to their lives.

Train your staff members about the value of your services and the internal marketing techniques that they can use to promote your practice. Your staff must become a part of your marketing efforts, as opposed to silent spectators. Make them aware of how their actions will impact the success of the clinic and indirectly their own success. Organize regular seminars to train your staff members. The more educated and committed a staff member, the more likely they are to be productive and profitable for your clinic. Treat your staff as an important resource. Ensure that your staff members have the skills and abilities to create a positive physical therapy practice experience for your clients.

Your clients are the key to the success of your practice. Make sure you develop a good rapport with your clients and let them know that you care about their well-being. Gradually, you will be able to find your niche in the market and help you realize the goals that you set for yourself while starting a physical therapy practice.

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Which Is The Easiest Way To Increase Physical Therapy Referrals?

admin — Wed, 25 Mar 2009 10:00:00 +0000

As a physical therapist, there are several things you can do to increase physical therapy referrals, the most important being consistency of contact with referral sources. Feel free to leave a comment, so I can respond, and write future blog posts geared to your specific needs.

Research the local physicians and their patient population

Groundwork is important. Referring doctors can be a great source for physical therapy referrals. Send out questionnaires to all referring doctors’ offices asking for feedback on what they expect from your office and whether you are meeting those expectations. You can send this out through mail, fax, or e-mail. Coach your staff so that they are able to provide the services and communications that the referring offices want from you. Use tools like customer satisfaction surveys and referral trackers to monitor the services offered by your office. Take note of the feedback received through the customer satisfaction surveys and incorporate the comments into improving your services. Implement referral trackers to track every new patient and find out how they came to know about your office. Data from referral trackers should be reported monthly so you know who your referrers are and you also know if a referrer stops sending you referrals.

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What Are Some Examples Of Good Physical Therapy Business Models?

admin — Sat, 07 Mar 2009 10:58:20 +0000

Today customers looking for healthcare providers that will meet their physical needs as well as fit into their busy schedules. These conditions and changing consumer demands have made it necessary to come up with a new physical therapy business model for both the inpatient and outpatient delivery of physical therapy services.

However, this new physical therapy business model would need to be different for inpatient and outpatient services and yet ultimately meet the needs of the community. This physical therapy business model would have to take into account a range of treatment options, aging concerns, staffing work schedules, commuting times, family and personal commitments and at the same time ensure patient satisfaction. Utilization of services and consumer satisfaction is the ultimate measure of success for any physical therapy business model.

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