I just returned from New York City, where I spent some time with my friend and cutting-edge physical therapist Joe Simon from Manhattan Physical Therapy. The future of physical therapy lies in bold, innovative approaches to patient care, referral generation, practice management and financial mastery, and physical therapists like Joe Simon in NYC and David Cunic in NJ are symbols of ‘going above and beyond’ in their practice, both for their patients (quality of care) and their practice (financial success).
In the last few weeks, I’ve been traveling a lot and have been doing some speaking. In fact, I’m flying to Orlando on Friday to speak with a group of physical therapists in private practice. During my travels, I have come across several outstanding examples of marketing – one of them in the bathroom of the Hyatt hotel (yes, sounds strange I know, but I’ll show you how a little note left by the staff next to the towel rack is amazing in its simplicity and effectiveness and helps the hotel slash laundry costs).
I’ll be conducting a LIVE webinar next week on “10 Innovative Techniques To Market Your Practice”, something you definitely want to check out since I’ll teach you how to use those exact strategies in your private practice. You can pre-register for the webinar here. Don’t worry if you miss it, since a recording will be made available to all registered attendees.
I’ll share some actual examples of marketing pieces that are working in several industries including physical therapy, including one innovative marketing technique I ran into when I was picking up some medication for my mother-in-law at a local pharmacy (David Cunic PT, a speaker at the 2012 Private Practice Summit – brilliant idea to have your clinic marketed on the prescription bag from the local pharmacy. Can’t wait for you to share everything else you’re doing at the event).
In the meantime, I want you to consider this.
I find that most practices achieve some level of success using different strategies from courses, programs, conventions etc but they never ‘go to the next level’. If anything, success leads to accomplishment, which can create a sense of complacency and lower standards of performance for the future. I’ve seen this happen time and time again.
There is a way to guard against this. You have to be on your toes at all times, almost paranoid about your business. It’s your responsibility to keep your business running and profitable at all times as a private practice owner. No two ways about it.
What if you approached your practice like it was about to go out of business, like you were fighting for your very survival?
What if this was the day where you had to put everything on the line just to keep your days open?
What if you had to maximize every aspect of the before, during and after patient experience, failing which you would be history?
What if you had just one chance to make (or break) your reputation?
For some practices, success can lead to complacency, which can lead to an inevitable downfall.
On one side of this line is constant, evolving success. On the other side is ‘sufficiency’ or ‘acceptance’ of the minimum acceptable standard, which is nothing but mice running around in circles in a cage.
Successful practice owners push boundaries and constantly get out of their comfort zone. They embrace the ‘fish out of water’ feeling. Since we’re not taught to do this in school, it’s counter-intuitive for most private practice owners.
This is the POLAR OPPOSITE of successful practice owners, who push the envelope at all times. If you want to push the envelope and take your practice to the next level, you need to attend the 2012 Private Practice Summit.
For a winner, there is no sense of complacency at any time. Anthony Robbins is well known for saying “The two things that set your business apart are innovation and marketing”. If you are not constantly innovating to set yourself apart and marketing intelligently at the same time, your practice is dying.
In fact, if you don’t put it all on the line everyday, you may be fighting for your very survival one day.
It’s your choice. It’s also time to make that decision. Don’t wait for tomorrow. Make the decision and seize your moment right now.
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