The Pattern Hidden in Scripture That You Might Be Missing About the Temple with Mike King

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This is the Willpower Podcast, live at APTA CSM.
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We're here with physical therapy leaders and practice owners from across the country, talking about where the industry is going and what it takes to grow in today's landscape.
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Today I'm joined by a dear friend and powerful leader, Neil Trickett, founder of Practice Promotions, discussing the real difference between PR, marketing, and sales, and how PT practice owners can stop leaving patience and revenue on the table by building a marketing engine that actually works.
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Let's get into it.
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Willpower Podcast, guys, thank you so much for tuning in.
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We're here at CSM with Neil Trickett.
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I am so excited, Neil, to have you on the show because you are the marketing expert in physical therapy, occupational therapy, and speech.
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And you're here with like all these other people with some of the biggest physical therapy companies in the nation.
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And many of these people are clients of yours.
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And so let's get right into marketing, the evolution of marketing.
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What are the needs, what are the differences in needs from like a solopreneur to like the next stage in a company's development?
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Yeah, totally.
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So I think the first critical question to answer is how important is marketing in your practice?
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And when you cut when you look at maybe more foundational.
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So like because a lot of times it's an afterthought.
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Like, hey, we're doing, we know we need more new patients, but we're doing really well.
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We service our our patients really well.
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So they come back for care.
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We don't have to do, we've grown organically to a certain point.
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We have physician referrals, we're doing good, right?
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Yeah.
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So why do I need to put more money into marketing?
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Like, why do you need more effort into this area?
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But really the the key thing, the the first step of financial planning to grow your business is marketing.
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Because marketing's the gas.
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And there's really three critical areas in your practice, and that's going to be uh getting new business in the door, operations, and finance.
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So, like any one of those key areas you're working on at any one time or multiple times as a practice owner, we tend to gravitate towards operations because we love it.
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Yeah.
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We know how to treat patients, we know like getting our staff to treat patients the way that we want to, our front desk, like hiring issues that we come up with, and then we worry about the insurance billing and getting our money in, and then now we have to figure out what to do with it and make sure we have payroll and accounting and taxes and all this other stuff.
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But the the getting the new business in the door usually becomes the bottleneck at a certain point of the practice because you can grow organically to a certain level, but then it it needs more gasoline to go pump that engine harder to go to that next level.
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So as a solopreneur, as a growing practice, you'll feel it when you start to kind of reach that threshold of that organic quo.
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Yeah.
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Right?
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So just by opening your doors in some places, you start growing new, and this is good for multi-location businesses as well, because as they're opening de novos or in those spaces where they're trying to expand, they're going through this exact same cycle.
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They open their doors, there's going to be an influx of patients.
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But larger companies obviously have played this game enough to where they understand how to front load some marketing.
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So I love what you said, Neil, that marketing is the first step in financial planning.
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I'd never thought of it that way.
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Yeah.
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And so I guess most solopreneurs, the biggest mistake they make is just that they don't understand that.
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What is could you define for everybody, even experienced multi-location owners and leaders?
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What's the difference between marketing and sales?
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Actually, there's three components.
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There's PR, PR, marketing, and sales.
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Okay, right?
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I've never heard that.
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That's right.
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So and and it and it's not equal.
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It's like a pyramid, right?
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So your biggest foundation should be your PR, your public relations.
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And that's making your good works well known.
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Okay.
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Right?
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And that's uh your word of mouth, what people think about you when you're not in the room, what's your online presence like?
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You know, do you have great reviews, or are you well known in your community?
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Are you providing a lot back to your community?
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What do patients say about you?
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All of that is PR.
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And I guess that's a hard thing for people because that doesn't always clearly delineate return on investment.
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So like I'm putting a lot of Google reviews out.
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I'm putting a lot of like I'm sponsoring um, you know, high school events and I've got my banner places.
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I'm not, I mean, maybe that's overlapping marketing, but like just some of those PR elements you mentioned, they don't have a direct line into new patients, but that you're saying that's the base and the most important.
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It is the most important part, yes, and you're right.
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It's very hard to quantify.
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You will see that at the end and the the trends, the numbers of new patients, the growth of the clinic.
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But it's a longer return.
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It's not an immediate, fast return, and that's where people start to kind of falter and they don't put enough effort into their PR, their brand building.
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That's where brand lists is in that PR sense.
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So, what do people think about you?
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What do people consider your practice?
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Like, where do you fit in the community?
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Right.
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Uh, what do people's reviews say about you?
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All those things, right?
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Yeah.
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And so that is the most critical area for the the like the and I I see this all the time when when clinics aren't getting enough traction with their marketing, it's because they really haven't put any effort into gathering testimonials or reviews or building that PR component of their business and they're expecting some advertising to fix everything.
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Right.
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And and and if you if you have that it that base of that pyramid really big, you can build upon it much easier.
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So then when you do you when you have a great online presence, when your reviews are really good, when people, when you have a great service that people rave about your services to others, yeah, uh, then the marketing becomes much more powerful.
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Your advertising works a lot better, your website works a lot better, your direct mail works even better.
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And then the sales component, which is actually your front desk.
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Okay, right.
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So so okay, got it.
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Sales component, front desk.
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I don't think people realize that.
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They think of it as a receptionist job, right?
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And so they hire at the cheapest dollar amount possible and then wonder why they don't even I don't even think they know how much business they're losing at the front desk.
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That's tremendous.
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I say front desk is one of the most critical positions in your company.
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Wow.
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Uh so front desk is is critical.
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Like, how fast do people answer the phones?
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How fast can you get information for the patient?
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How well can you get them to show up for a visit, you know, excite them about coming in, and then how do you get them to keep coming back for care?
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Like that, then your therapists become part of that sales cycle.
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Right.
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So your therapists have to sell their services well and the the outcome that the patient's gonna get, right, from coming in, and then the uh front desk has to reinforce that, and then your marketing follow-up has to reinforce that.
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So that's whole sales cycle.
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But that's the tip of the pyramid.
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So again, where we if you have a lot of patient drop-off, right?
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If patients come in for one or two visits and then they never come back again, look lower because your PR is probably more, and then your marketing is not so good, and then people come in like, ah, I'll give them a try.
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You know, I came off of a Facebook ad.
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Right.
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Yeah, give them a shot, and then you know, one or two visits, they're like, I don't know.
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I wasn't really sold well on this thing, and I didn't really believe it to start with.
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Right.
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And then you've got all this patient drop-off and cancellations happening.
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And then they freak out, and then they run out, and this is more of that solopreneur mindset.
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I think the older, the bigger companies have less of this, but I still think it happens.
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I think that bigger companies, because they don't know, we you know, we don't get enough training in business in general.
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But Neil, marketing, I have come to learn in my minimal experience with my five companies, it is the widest learning gap I think that's out there in all the business.
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Because even medical billing and insurance, there's defined points where you go, got it, as best as I'm gonna get it.
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Marketing feels like this never-ending bandwidth of things to learn.
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And especially as you scale, those needs change.
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And so if people find themselves on their heels, it's because they're not understanding the technology of how to market.
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Yeah, and I one of the traps that I see for any business owner, especially in today's age, is that we can chase the shiny object.
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We're looking for the one thing that's gonna save us, save our business, or take away our pain.
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Yeah, take away our pain, or or even just like give us the one thing that's gonna fix everything and move us forward in like an amazing direction.
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And you hear like the stories about those things, but they're very tiny percentage of what actually happens.
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Yeah.
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And the the businesses that really thrive and do well get the basics right, they get the fundamentals right, right?
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So, again, coming back to the PR, like they work hard on getting reviews for their business and they really promote that online.
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They work hard on getting content, they work hard, which means like your pictures, your videos.
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So, like clinics that spend a lot of effort on getting everybody to participate on taking pictures within the clinic, taking video within the clinic, like all of that can be used in your marketing.
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But clinics that like, hey, I'm too busy, I'm just gonna use a bunch of stock you know, photos here on my website, you miss out on a tremendous opportunity to connect with your audience and connect with those potential patients.
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So a lot of times it's just getting these fundamentals correct in your business, not only from you as a practice owner, but getting your team to buy into, hey, these are the fundamentals, these things we just gotta get right.
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And you'll you'll be cooking.
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I'm just so painfully aware of the lack of fundamentals that I'm doing in in Virtual Rockstar, but I'm also, you know, this podcast in particular, I never ask for reviews.
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And I have a spiritual podcast as well that's driving money towards African orphanages, and I don't even announce to people that I'm doing that.
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Wow.
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As you're talking to me, I'm like, oh my gosh, I'm an idiot.
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Like it's not I don't mean that as a self, like it is a negative way to say it, but it's it's it's encouraging.
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I'm like, like, dude, you could do all this other stuff, and yeah, and that's PR, and then it builds towards those elements.
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Yeah, it doesn't take a lot of expense.
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It just takes a lot of you know, some coordination, some planning around it.
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And we look at why social media can work so well is because it does tie into that PR part of it.
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Sometimes we just kind of perceive social media to be, you know, some advertising on social media.
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Right.
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Really like build your PR on that.
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And it again, from a PR perspective, it's not something that's instantaneous that you're gonna see.
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Right.
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When you're working on social media and you're putting out content, for example, when you're working on getting reviews uh for Google, for example, or for uh you know, even Facebook brings, things like that, it takes some time to get some traction.
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So what you're gonna give up long before it starts to really, you know, go.
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But if you're if you persevere, you will see the fruits of your labor.
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And and it's amazing how you can learn these things, but you forget, I forget them in different domains.
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So, for example, you know, recruiting is one of my things that I'm talented in and I've done very well coaching other people until the virtual rock star came along.
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My biggest thing was just talking about what you said.
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I didn't know the PR angle as much.
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I combined marketing with PR.
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Yeah.
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But it was always this thing of like, you gotta recruit every day.
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When we're talking about marketing rock stars, we're talking about business development.
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We're talking about getting new clients to serve and recruiting.
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That's that's the two sides of BizDev.
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And so when we talk about recruiting, we're here with ATI.
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ATI isn't gonna listen to this podcast.
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They are, they don't have the greatest reputation in the industry, but they are still alive, in my opinion, because they know these concepts, especially around recruiting.
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No one recruits better than those guys.
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I'm pointing down the hall because I can see their logo.
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No one recruits better than those guys.
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They are amazing, and there's probably some unbelievably amazing people in it.
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I don't mean to disparage them.
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I'm just saying when you get that recruiting piece right and you get the new patient piece right through PR marketing and sales, you can you can go, you know, global or in their case publicly traded and still survive these storms that they're trying to weather right now.
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Well, one of the things is is you scale, if you want to scale your practice, right?
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And you don't even have to be a hundred location practice, even if you want to go to two, three, five, ten locations, whatever your dream is, yeah, your problems scale with you, right?
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Yeah.
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And and it always comes back to do we have enough new patients, do we have enough people to treat that are awesome, right?
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And are we getting paid well enough to do this and managing our money?
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Like that's the three things again, right?
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Um, but where again, this is another area where practice owners can get a little stuck because they don't they think of recruiting as an HR function.
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Right.
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They get recruiting as like, hey, I'm just gonna put an indeed out there and I'm gonna get people to apply and then I'm gonna sift through them.
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They don't see the PR marketing and sales component of recruiting.
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Yeah.
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Right.
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And we're focusing a lot on that for our clients today because it's such a competitive world.
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We have over 12,000 PT shortfall in the industry, and that's gonna be here, you know, from the APTA's numbers, that's gonna be here for decades to come.
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Right.
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Right?
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We cannot pump enough students out to meet the demand.
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And what a great, what a great position we are in as a profession where our services are gonna be in growing demand for decades to come.
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Right.
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Fantastic opportunity.
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Uh other industries would die for what we have available here.
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And we we complain and moan about the reimbursement and all these other challenges, but the opportunity is there.
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And also, I you know I'm really encouraging our clients to look beyond just the insurance model to hybrid models of different service cash service lines that it could add to their business.
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This is what we're seeing successful practices do.
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Yeah, because there's gonna be a three trillion dollar opportunity by 2030 for health and wellness.
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So, how are we tapping into that?
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But coming back to the recruiting side of it, there's a shortfall of PTs.
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There's gonna be a shortfall of PTs.
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So you have to be able to outmarket your competitors to get talent to grow your business.
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Yeah, we're a service business, right?
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We we gotta bring more people in to service more people.
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That's just what it is.
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If we're good at if we're good at marketing, if we're good at PR, then we gravitate people towards us.
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And that's what we see.
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Like the better your marketing gets, the better your PR gets, not only are you gonna attract new patients, but you start to attract top town.
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Yes, right, towards it.
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That's amazing.
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I think it's an incredible concept because when we're talking about all these elements, I'm hoping people are listening to this from a lens of how this solves all of their problems on the biz dev side long term.
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So let's talk about how those elements change over evolutions of companies.
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Because uh, you and I are both working with larger and larger companies.
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You and I both have companies that work with us who have um well over a hundred locations.
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And so what would you say?
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I you I don't think we have time to go through every element, yeah, but what would you say were were our key lessons that you could share with companies at those sizes so that they can understand how they can upgrade their marketing?
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Because, like you said, your problem scale with you, and I would say, again, marketing is the largest area of like understand needing to understand in order to keep up with with what your scale and your growth.
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Yeah.
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Yeah, and so sometimes we think of like the big companies like uh money fixes everything.
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That's a certain extent, right?
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But most dangerous aspects of any business, whether it's PT or any other business, is usually the one million dollar mark and the three million dollar mark.
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Okay.
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Right?
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Those are kind of like your barriers that you have to bust through, and it takes some evolution, some changes in your business at one, three, ten million dollar marks, right?
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So let's talk about the one to three, because that's pretty common.
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And they call that the graveyard from one of my coaching groups.
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They're like one to five, they're like anywhere in that space.
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This is where the very few ever get to a million, but the uh the the much fewer get beyond the five.
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Correct, right.
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Yeah.
00:15:08.960 --> 00:15:18.799
So uh usually as we're starting to get to that like you know, multi-location practice, we're tapping the one million dollar mark, and then we're starting to get close to that two to three, you know, get more and more locations going.
00:15:19.440 --> 00:15:26.080
So uh, you know, at that point, what happens is the practice owner does become the bottleneck, right?
00:15:26.240 --> 00:15:29.519
And so we're trying to do it all in our business at that million dollar mark.
00:15:29.600 --> 00:15:33.840
We we have PTs working for us, we have office managers, all that kind of stuff happening.
00:15:34.080 --> 00:15:37.039
We're trying to do a lot of the marketing ourselves, right?
00:15:37.120 --> 00:15:43.600
We might we might have like a website company, we might have someone that does a little SEO for us, you know, some local company, things like that.
00:15:43.840 --> 00:15:49.360
But we haven't truly invested in that component of our business to get it to that next level.
00:15:49.440 --> 00:15:59.679
Because we're gonna have to drive in a lot more new patients in order to be operating at a two, three, four, five million dollar business, and we have to have enough people to service that at level two.
00:16:00.320 --> 00:16:07.039
Uh so again, it comes back to that um you become the bottleneck in your practice at that point.
00:16:07.200 --> 00:16:15.279
And so you have to you are gonna have a point where your profitability is gonna have to be less to reinvest in your business.
00:16:15.600 --> 00:16:19.120
And that means you're gonna have to reinvest in marketing help.
00:16:19.279 --> 00:16:22.799
You know, you might need a marketing director in your clinic at that point.
00:16:22.960 --> 00:16:28.080
You might uh need to spend some money on like hiring an outside agency to come help you more.
00:16:28.399 --> 00:16:30.639
Yeah, when do you when do you this is a great question?
00:16:31.279 --> 00:16:35.519
When when do you recommend people hire an a well because agencies like that's a whole different discussion?
00:16:35.600 --> 00:16:37.039
There's different levels of agencies.
00:16:37.279 --> 00:16:39.120
Let's talk about like an internal marketing director.
00:16:39.200 --> 00:16:41.840
When at what stage does that internal marketing director make sense?
00:16:41.919 --> 00:16:42.960
Like a full-time fundamental.
00:16:43.200 --> 00:16:47.039
Honestly, I think when you start to get to like three, four, or five providers, okay.
00:16:47.360 --> 00:16:50.159
I think that's a great time to start looking uh for someone.
00:16:50.320 --> 00:16:56.080
And and you have to be careful at who are you looking to hire as a marketing uh you know, director.
00:16:56.320 --> 00:16:56.559
Yeah.
00:16:56.799 --> 00:17:00.559
Um the thing that you want to look for is really a marketing coordinator.
00:17:00.879 --> 00:17:01.679
What's the difference?
00:17:02.000 --> 00:17:11.920
So what I see a lot of is that practices might hire someone who has, oh, I've done a lot of social media, I like to do social media posts, or I've done email marketing, I like to do email marketing.
00:17:12.079 --> 00:17:16.160
Like you don't want someone who does a lot of little actions for you.
00:17:16.640 --> 00:17:20.640
Because we think of those things that's marketing for that kind of stuff.
00:17:21.200 --> 00:17:26.960
You want someone who can because there's a gazillion different marketing actions that need to happen within the clinic.
00:17:27.119 --> 00:17:27.440
Got it.
00:17:27.519 --> 00:17:27.680
Right?
00:17:27.759 --> 00:17:40.480
You need to get uh you know feedback from the patients, you need to get testimonials, you need to, you know, uh coordinate events that may be happening outside the clinic, what's your website presence looked like, what's your reviews, what's your SEO, like all these different components that need to be happening from the business.
00:17:40.640 --> 00:17:46.880
So someone who's really good at project management, someone who's a great communicator, is your ideal marketing coordinator.
00:17:47.119 --> 00:17:47.680
Okay, right?
00:17:48.319 --> 00:18:00.880
They can manage a lot of projects that are going on, they can talk well, they can really build relationships with the patients to extract these amazing stories from another clinic so you can tell them out there to the world, make sure you're getting all these reviews that you're supposed to be getting within the clinic.
00:18:01.119 --> 00:18:07.920
So they've got like the review project going, they've got social media that they're overseeing, which do you recommend social media posting for your practices that you work with?
00:18:08.160 --> 00:18:08.559
Yeah, I do.
00:18:08.640 --> 00:18:10.160
I think they've got to tap into that more.
00:18:10.240 --> 00:18:12.720
Like, do you put that as a huge main focus?
00:18:12.880 --> 00:18:13.359
No, right?
00:18:13.440 --> 00:18:14.559
Like just It's all the things.
00:18:14.720 --> 00:18:18.559
You've got to be you've got to be doing all these elements to build that brand through through PR.
00:18:18.720 --> 00:18:18.880
Yeah.
00:18:19.119 --> 00:18:21.039
So the coordinator is just coordinating those key elements.
00:18:21.200 --> 00:18:22.720
But would you so you mentioned a couple?
00:18:22.880 --> 00:18:27.440
I want to just kind of get for people who are listening, what would be the components, almost like a job description of a marketing coordinator?
00:18:27.519 --> 00:18:36.480
So it would be like overseeing in terms of tasks, it would be like overseeing projects like uh social media management, review, aggregation, anything else come to mind?
00:18:36.799 --> 00:18:41.759
Yeah, uh again, like I said, testimonial gathering from that online, online presence, right?
00:18:41.839 --> 00:18:43.440
So that's going to be a lot of variety of things.
00:18:43.599 --> 00:18:57.039
They're usually gonna uh again work with uh some sort of agency, whether that's local or industry specific, because you need someone who could do the technical stuff, the the web development stuff, the SEO stuff.
00:18:57.519 --> 00:18:58.400
Well, and that's where you come in, right?
00:18:59.039 --> 00:18:59.440
That's what we do.
00:18:59.599 --> 00:19:02.480
We help support like the marketing directors, the marketing teams within the clinic.
00:19:02.720 --> 00:19:04.559
Let's look at that relationship out of curiosity.
00:19:04.720 --> 00:19:08.799
So practice promotions comes in and does what things with that marketing coordinator?
00:19:08.880 --> 00:19:11.440
Like what would be the things that you're doing that they're helping coordinate with?
00:19:11.599 --> 00:19:14.400
Yeah, so obviously website development, but then website upkey.
00:19:14.640 --> 00:19:15.039
What does that mean?
00:19:15.200 --> 00:19:15.920
Website development.
00:19:16.079 --> 00:19:24.799
So website is uh okay, I'll I mean that sounds pretty obvious, but I when I see that I literally like if I was a PT, I'd be like, are you because I already have a website is how I would hear that.
00:19:24.960 --> 00:19:25.279
Exactly.
00:19:25.440 --> 00:19:28.000
But my website was built three years ago, and it's great.
00:19:28.160 --> 00:19:29.680
I love it, you know, but that's fantastic.
00:19:31.039 --> 00:19:31.440
So bad.
00:19:32.799 --> 00:19:42.559
But people fall in love with their websites, uh and and you know, it's like this representation of your clinic, and it should be because it's your it's your biggest online uh presence.
00:19:42.640 --> 00:19:44.720
It's like your online storefront, yeah, right.
00:19:44.960 --> 00:19:55.119
But what we don't realize is that Google and and the online world changes so fast that your website you should really redevelop every three years.
00:19:55.440 --> 00:19:55.680
Okay.
00:19:55.920 --> 00:20:00.160
Now I want you to think about like, hey, I've got an iPhone 8 versus an iPhone 17.
00:20:00.400 --> 00:20:00.880
There's a difference.
00:20:01.039 --> 00:20:04.079
There's a difference, like it's a it's uncalculable, like it's a big thing.
00:20:04.319 --> 00:20:04.400
Right.
00:20:04.559 --> 00:20:06.640
So it's one of those things like it should be ongoing, right?
00:20:06.720 --> 00:20:18.720
There should be a website redevelopment happening on a three-year basis, but then on a on a continuous basis, you should be updating blogs, right, for SEO, and those blogs should go out then to your list of patients, right, to keep them informed of what you're doing.
00:20:18.880 --> 00:20:19.759
You're bringing them back there.
00:20:19.839 --> 00:20:21.920
You could be doing recruiting centers through your website.
00:20:22.079 --> 00:20:22.319
Yeah.
00:20:22.480 --> 00:20:22.640
Right?
00:20:22.799 --> 00:20:24.640
You should be putting fresh pictures on there, right?
00:20:24.799 --> 00:20:25.920
There's a lot of things that you should be.
00:20:26.000 --> 00:20:27.920
It's not uh a set it and forget it type thing.
00:20:28.079 --> 00:20:28.319
Absolutely.
00:20:28.480 --> 00:20:28.640
Right?
00:20:28.720 --> 00:20:30.240
You gotta keep it, gotta keep it rolling, right?
00:20:30.400 --> 00:20:33.920
So that that marketing director is helping coordinate all that stuff.
00:20:34.079 --> 00:20:39.119
And then your website also is a big part of your SEO, like being found on Google for the local.
00:20:39.599 --> 00:20:40.400
It's a big deal.
00:20:40.640 --> 00:20:42.799
And so things change with Google.
00:20:42.880 --> 00:20:47.039
They make you know four or five major updates every year and they don't tell you what they're doing.
00:20:47.279 --> 00:20:59.200
And this is such a big thing, Rockstar, because as we start to become primary care physicians of our musculoskeletal industry, P T O T and SLP, people are starting to skip that middle person and go straight to us.
00:20:59.359 --> 00:21:00.720
This is everything.
00:21:00.960 --> 00:21:06.559
Our ability to be found online is the foundational, like connecting point of marketing.
00:21:06.720 --> 00:21:15.279
If people can go search for physical therapy near me and your practice pops up with 300 positive reviews, their likelihood of becoming a patient goes up.
00:21:15.359 --> 00:21:18.480
And I can see that's where you it's hard to calculate that direct ROI.
00:21:18.559 --> 00:21:21.119
But if you're not playing that game, you're definitely not going to scale.
00:21:21.200 --> 00:21:24.079
And you'll be frustrated going, why can't I recruit and retain people?
00:21:24.160 --> 00:21:26.000
Or why can't I seem to get more patients?
00:21:26.160 --> 00:21:27.119
This is really the common problem.
00:21:27.359 --> 00:21:36.400
The easiest thing just to think about is just looking at it from a you know a thousand-foot view or ten thousand-foot view is like, what is my brand presence look like online?
00:21:36.559 --> 00:21:39.119
Like how do I come across online my clinic?
00:21:39.279 --> 00:21:39.599
Right?
00:21:39.839 --> 00:21:56.160
And so that's just a great place to start because then you'll start to see holes where if I was a patient and I was Googling for you know back pain treatment near me, or even best physical therapy near me, how how am I showing up?
00:21:56.319 --> 00:21:59.519
What do I look like to a person out there who's making these surges?
00:22:00.000 --> 00:22:00.079
Yeah.
00:22:00.240 --> 00:22:02.799
And it'll start to give you a framework of saying, Hey, you know what?
00:22:02.960 --> 00:22:05.440
We don't really pull up in this map section, right?
00:22:05.599 --> 00:22:05.759
Yeah.
00:22:06.000 --> 00:22:09.839
Or we don't even come up in like the top ten or maybe like middle of the page.
00:22:10.000 --> 00:22:10.799
Or you know what?
00:22:10.880 --> 00:22:16.559
Like there's all these other clinics advertising on Google and they're up here or they're even in the AI searches and I'm not.
00:22:16.640 --> 00:22:21.759
Like so you start to realize that you have these holes in how people perceive you online.
00:22:21.839 --> 00:22:27.519
And then okay, if I do find you and I click on you, what's my experience like coming to your website?
00:22:27.759 --> 00:22:30.559
You've got two seconds of my attention to grab me.
00:22:30.880 --> 00:22:31.759
Do you do that?
00:22:32.319 --> 00:22:37.519
Or do I feel like, hey, this they're just talking about themselves, they're not talking about fix and meat as a patient.
00:22:38.000 --> 00:22:39.200
That's a great thing to look to.
00:22:39.279 --> 00:22:41.279
Like, does your website speak to a patient?
00:22:41.440 --> 00:22:44.480
Is it patient-centric or is it self-ended?
00:22:45.200 --> 00:22:46.640
So like I do this in recruiting all the time.
00:22:46.720 --> 00:22:47.759
People put job ads out there.
00:22:47.839 --> 00:22:51.039
By the way, this is a little golden nugget for those of you who are like, how do I recruit better?
00:22:51.200 --> 00:22:51.920
They're job ads.
00:22:52.000 --> 00:22:58.559
Their messaging on their website is you should join our company because we have great quality care and we do all these wonderful things.
00:22:58.880 --> 00:23:00.480
No one cares.
00:23:00.720 --> 00:23:02.799
Everyone has great quality care online.
00:23:03.039 --> 00:23:05.359
And so you commoditize your industry to being forgettable.
00:23:05.440 --> 00:23:07.359
Your job ad is, you know, like whatever.
00:23:07.519 --> 00:23:14.000
So what the great websites say, are you a physical therapist who's looking to increase your income and impact?
00:23:14.160 --> 00:23:15.920
Do you want to learn to be the best in the industry?
00:23:16.079 --> 00:23:19.279
Are you looking to join a team that's going to honor you and your goals?
00:23:19.440 --> 00:23:20.960
Like that's the you language that helps.
00:23:21.119 --> 00:23:23.839
So like those are just what's a micro component of what we're talking about.
00:23:24.400 --> 00:23:32.640
So so uh coming to recruiting, one thing that we put a lot of focus on this year for our clients is uh people don't realize that there's also Google Jobs.
00:23:32.799 --> 00:23:34.480
And Google Jobs is something I didn't know that.
00:23:34.559 --> 00:23:35.759
Yeah, it pops up automatically.
00:23:35.839 --> 00:23:38.079
You don't realize it, but it just pops up automatically.
00:23:38.240 --> 00:23:45.839
If instead of someone doing a search for physical therapy near me, if you type in physical therapy jobs near me, right, which what's up?
00:23:46.240 --> 00:23:46.960
Google Jobs comes up.
00:23:47.119 --> 00:23:48.480
Google Jobs comes up, right?
00:23:48.640 --> 00:23:57.839
And Google Jobs actually aggregates all the different listings from LinkedIn, ZipRecruiter, Indeed, Snaga Job, like all these gazillion job boards.
00:23:58.319 --> 00:24:02.079
And so what we've been able to do is actually build a recruiting center within the client's website.
00:24:02.400 --> 00:24:03.200
You're doing this with your client.
00:24:03.359 --> 00:24:03.680
Yeah, yeah.
00:24:03.759 --> 00:24:13.839
So they have job posts within their websites that Indeed will point to, for example, but those job posts themselves will actually now show up on Google because they're SEO optimized.
00:24:13.920 --> 00:24:20.480
And so now you get like free advertising for advertising and through Google Jobs when people are searching for physical therapy jobs and me.
00:24:20.640 --> 00:24:28.799
So like again, but here's the key is if I was a therapist and I'm looking for like, yeah, kind of browsing what's out there, yeah.
00:24:28.960 --> 00:24:34.559
I come across these clinics, you only they're never gonna reach out to you unless you're selling them through your website.
00:24:34.720 --> 00:24:34.960
Right.
00:24:35.119 --> 00:24:35.279
Right.
00:24:35.359 --> 00:24:39.359
And so when I click on there and I go to your careers page, right?
00:24:39.839 --> 00:24:40.559
You gotta sell me.
00:24:40.640 --> 00:24:41.839
You gotta show me your culture.
00:24:42.000 --> 00:24:44.880
So like the clinic, we do like blow ups of their careers pages.
00:24:44.960 --> 00:24:50.640
So we you know, all the events and things you do with your team, are you taking enough video or taking enough pictures of that?
00:24:50.720 --> 00:25:05.440
And then being able to put that up on your website, talk about your mentorship programs, talk about you know, uh your programs for growth, opportunities, you know, like there's there's a lot that you do to try to sell someone through your website to come work for you.
00:25:05.839 --> 00:25:07.440
Neil, we've been friends for over a decade.
00:25:07.519 --> 00:25:10.480
I had no idea that practice promotions did so much for recruiting.
00:25:10.720 --> 00:25:10.960
Yeah.
00:25:11.119 --> 00:25:12.960
Yeah, I mean, because I pivot a lot.
00:25:13.039 --> 00:25:17.680
Again, there's such a huge demand in the industry, like we made that a big priority this last couple years.
00:25:17.920 --> 00:25:25.599
Yeah, and I think that's why, again, people when they see like a pra practice promotions or anything marketing based, again, it's such a wide scope.
00:25:25.759 --> 00:25:31.440
But what you guys really come in on is that PR and branding slash actual marketing elements.
00:25:31.599 --> 00:25:44.720
So if they had a uh marketing coordinator, they would be assisting the owner and relaying information, just key decisions to the owner, and then that person would be putting information in your hands so you can update their website, you can make these things SEO friendly.
00:25:45.039 --> 00:25:47.680
The other thing that's that's so critical is data.
00:25:47.839 --> 00:25:50.240
Like you need the metrics, you need the KPIs.
00:25:50.400 --> 00:25:53.039
And so we're thinking of KPIs like new patients, right?
00:25:53.279 --> 00:25:57.839
Okay, well, let's break that down from an online discovery because we do want to go more direct to consumer, right?
00:25:57.920 --> 00:25:58.000
Yeah.
00:25:58.160 --> 00:26:10.799
We want to be at least 50% of our business coming from direct-to-consumer referrals from other patients, and and then getting to a point where we only have maybe like 10% of our business owning from physician referrals.
00:26:10.960 --> 00:26:13.839
That puts you in a tremendous power curve for growth in your business.
00:26:14.160 --> 00:26:16.160
So you help them track their metrics and measure all that?
00:26:16.400 --> 00:26:32.000
Oh, yeah, and that's a huge thing, is because a lot of sure a lot of clinics have no idea how many people actually come to their website uh and become an interested patient from their website and actually get on the books track that all the way through.
00:26:32.079 --> 00:26:41.119
So for example, like if someone clicks from a Google ad, I want to track them all the way through, come to your website, and then how are they behaving on the website?
00:26:41.279 --> 00:26:45.279
And then if they call, do we have a tracking number through the website?
00:26:45.440 --> 00:26:50.000
So we have like dynamic phone numbers that track uh that change depend on where people are coming from in the website.
00:26:50.160 --> 00:26:50.480
Yeah.
00:26:50.640 --> 00:26:57.759
And then that can and then they go through into our patient lead CRM, which then the front desk can mark, hey, this person's actually scheduled.
00:26:57.920 --> 00:26:59.599
So that way you can track someone all the way through.
00:26:59.680 --> 00:27:05.440
And those are the the things that the marketing coordinator needs to be looking at is like, hey, what's our KDIs looking like from all of this different tracking?
00:27:05.599 --> 00:27:09.440
Yeah, I don't think any owners know this, but like I think especially to a certain size.
00:27:09.519 --> 00:27:12.160
I bet multi-location owners may have elements of this.
00:27:12.559 --> 00:27:15.440
They get deeper into that, but they're they're still a lot of times missing the mark.
00:27:15.519 --> 00:27:18.720
So they don't we look at website conversion, right?
00:27:18.799 --> 00:27:22.079
Which means like how many people come to your website and then actually become a patient?
00:27:22.160 --> 00:27:22.319
Right.
00:27:22.640 --> 00:27:24.640
Industry standards are about less than two percent.
00:27:24.880 --> 00:27:26.880
We try to get that above eight to nine percent.
00:27:27.119 --> 00:27:27.279
Wow.
00:27:27.519 --> 00:27:28.559
Which can be a massive change.
00:27:28.640 --> 00:27:29.519
Just huge ROI.
00:27:29.839 --> 00:27:37.119
People that are already coming to your website, just the way that it is designed, like with uh again, we use like AI tracking design work.
00:27:37.200 --> 00:27:40.720
So like it'll represent how someone's eyes would actually track around a page.
00:27:40.799 --> 00:27:41.519
Oh, jeez.
00:27:41.759 --> 00:27:45.039
And then you can you can get them to stay longer on your website.
00:27:45.119 --> 00:27:45.839
And guess what?
00:27:46.000 --> 00:27:49.759
The longer someone stays in your website, the higher the conversion is starting to just go up.
00:27:50.000 --> 00:27:58.240
So this is what this is I've had lots of friends over the years of my networking out of PT in PT who all try different marketing things, external solutions.
00:27:58.400 --> 00:28:02.000
And this is always where things fall off because for most people it's hard to track the ROI.
00:28:02.079 --> 00:28:05.279
Like I said at the beginning of the episode, for your clients, this is how you do it.
00:28:05.599 --> 00:28:14.799
Sounds like this is a great way of retaining clients, is that you can show them this is what it was, here it is now, here's your it here's your return on investment because you're measuring actual click-through rates.
00:28:15.039 --> 00:28:16.000
Well, we're PTs, right?
00:28:16.079 --> 00:28:16.880
We like evidence-based.
00:28:17.119 --> 00:28:17.440
Uh yeah.
00:28:17.680 --> 00:28:18.640
Well, we gotta touch on it.
00:28:18.720 --> 00:28:20.160
We gotta approach our marketing the same way.
00:28:20.240 --> 00:28:22.160
We gotta be evidence-based with our marketing, right?
00:28:22.720 --> 00:28:27.920
And when you know what is working, you feel confident that you you you're clear, right?
00:28:28.000 --> 00:28:30.640
You you have confidence, like, you know what, this is going good.
00:28:30.799 --> 00:28:35.279
Let me put some more money towards those Google ads because I see the ROI that's happening.
00:28:35.440 --> 00:28:39.519
Is when you have ambiguous information, it's hard to make the right decision.
00:28:39.680 --> 00:28:40.559
Yeah, absolutely.
00:28:40.880 --> 00:28:45.200
Or, you know what, we we got some uh some therapists through the website here that worked.
00:28:45.519 --> 00:28:48.400
Let's put some more money towards you know, some Google ads for that.
00:28:48.640 --> 00:28:51.279
If we don't know what's hitting, we don't know what to reinforce.
00:28:51.359 --> 00:28:55.920
Um Alex Remozzi is a big coach and his whole thing is about measuring what works.
00:28:56.079 --> 00:28:58.960
And his number one coaching philosophy is the question more.
00:28:59.279 --> 00:28:59.440
Yeah.
00:28:59.599 --> 00:29:02.480
So it's like, well, if he meets with a practice like, hey, how do I grow?
00:29:02.559 --> 00:29:04.240
Well, what's the thing that's working most?
00:29:04.400 --> 00:29:06.960
Okay, if they don't know, that's the first thing they solve.
00:29:07.039 --> 00:29:08.880
But if they know, they're like, well, can we do more?
00:29:09.039 --> 00:29:09.200
Right.
00:29:09.359 --> 00:29:10.799
Is there a supply constraint?
00:29:10.960 --> 00:29:14.319
Or is it just that you're too like busy doing lots of things?
00:29:14.400 --> 00:29:20.160
And so marketing from your perspective, you guys help create the clarity as to what is the more and then resolve those barriers.
00:29:20.319 --> 00:29:27.759
So just really quickly, uh Neil, before we move on, because I want to bridge into something here, is what are the buckets that practice promotion handles?
00:29:27.839 --> 00:29:32.720
Because there's on so just kind of hit like the main things that you guys are I mean, that's uh you know what I mean.
00:29:32.799 --> 00:29:38.559
Like I'm sure just lots of things that take more time, but if there's buckets that you help a marketing coordinator hit, what would those be at?
00:29:38.720 --> 00:29:43.920
Yeah, so like just just big and broad, yeah, is really we we actually have a strategy called market to grow.
00:29:44.000 --> 00:29:45.279
So it's grow higher and profit.
00:29:45.519 --> 00:29:46.400
Grow higher profit.
00:29:46.640 --> 00:29:50.160
So we're looking at how can we grow online visibility, right?
00:29:50.319 --> 00:29:59.119
Is one and then how can we get patients uh who have interacted with us, have been customers in the past, yes, to keep interacting with us, right?
00:29:59.200 --> 00:30:02.319
Come back for care, send friends and family, all that good stuff, right?
00:30:02.559 --> 00:30:07.519
And then that's part of like our our kind of growing art, and then also of the recruiting actions, right?
00:30:07.599 --> 00:30:11.839
So how do we get create online visibility, brand visibility, get people to come apply for us?
00:30:12.000 --> 00:30:12.960
That's that aspect.
00:30:13.039 --> 00:30:19.839
And then the the the the the KPIs component, the tracking component, so that we can increase our profitability, right?
00:30:19.920 --> 00:30:22.240
And we want to attract higher paying patients.
00:30:22.400 --> 00:30:24.880
So how are we positioning ourselves?
00:30:25.039 --> 00:30:27.519
Uh, that's also part of marketing's positioning, brand and position.
00:30:27.759 --> 00:30:28.079
Absolutely.
00:30:28.319 --> 00:30:35.519
So, how are you positioning yourself if you want to attract uh people with a better reimbursing insurance or cash services?
00:30:35.759 --> 00:30:40.240
It takes more marketing, takes more PR, it takes more brand presence in order to attract those people.
00:30:40.400 --> 00:30:43.440
So that's part of that um the profitability part of it.
00:30:43.599 --> 00:30:45.200
So those are key buckets that we really help.
00:30:45.519 --> 00:30:47.359
Do you help them determine that strategy?
00:30:47.920 --> 00:30:50.079
Uh yeah, that's actually part of like what we do too.
00:30:50.319 --> 00:30:50.880
Oh my gosh.
00:30:50.960 --> 00:30:54.000
So you're helping them like they're like, because a lot of them are just generalists and they don't even know.
00:30:54.079 --> 00:30:57.839
So we might ask them questions and using metrics come back and go, hey, maybe this is where we should focus.
00:30:58.079 --> 00:31:04.240
You're not gonna like brand strategy with them, but you are gonna say, like, hey, this is working, and then that might inspire them to use you to help create.
00:31:04.559 --> 00:31:14.480
Here's a little nugget for everybody that that I I don't see people do enough, and that's do you put on your a website homepage the key insurances that you want to take?
00:31:14.799 --> 00:31:15.200
Right?
00:31:15.440 --> 00:31:19.279
So like Yeah, if I'm a patient, that's the first thing I'm looking for, is who takes my blue cross.
00:31:19.440 --> 00:31:19.519
Right.
00:31:19.680 --> 00:31:23.680
So if you have like, you know, maybe blue cross is your top payer, maybe Tricare is another one.
00:31:23.759 --> 00:31:30.319
Like, so if you have like your top three logos on there or uh uh and those are the best insurers that you get, guess what you're gonna get more of?
00:31:30.559 --> 00:31:32.559
You're gonna get more of those people with those kinds of insurance.
00:31:32.640 --> 00:31:37.759
So it's just like simple things like that that can actually just make a big difference in in how you're coming across.
00:31:38.000 --> 00:31:41.680
We we help people with a lot of like different service lines, like sports performance.
00:31:41.839 --> 00:31:42.160
Yeah.
00:31:42.319 --> 00:31:46.960
Uh you know that with sports performance, you've got to have be real edgy looking, right?
00:31:47.039 --> 00:31:48.799
You've got to have the right visuals for that.
00:31:48.960 --> 00:31:56.799
They they're they're expecting more out of your brand presence online to gravitate to what you're like, this is gonna be a great sports performance clinic.
00:31:56.880 --> 00:31:58.880
So it there's a lot to that nuances.
00:31:59.359 --> 00:31:59.759
Amazing.
00:31:59.920 --> 00:32:01.200
Well, I'm excited to hear that.
00:32:01.359 --> 00:32:02.240
So you work with that.
00:32:02.319 --> 00:32:07.680
So how is that different when you work with those services with the marketing coordinator versus someone who has 50 clinics?
00:32:07.920 --> 00:32:11.839
What should that 50 clinic owner have in place to help scale you?
00:32:11.920 --> 00:32:13.119
Because you work with all the above.
00:32:13.279 --> 00:32:13.440
Yeah.
00:32:14.000 --> 00:32:20.000
You're obviously as you're growing, you're you're growing more into these larger clinics because of your knowledge base and your niche.
00:32:20.160 --> 00:32:22.240
Um, but what would that larger company need?
00:32:22.400 --> 00:32:28.720
Yeah, so we have we have clients that we help that are like 180, 220 location practices, very different at that scale.
00:32:28.960 --> 00:32:35.119
Uh, it's really about they have uh marketing teams that are doing different you know actions.
00:32:35.200 --> 00:32:46.400
And so we're helping to support those different teams with kind of the back end technical stuff, whether it is ads, whether it is there's a lot more updates to the website, basically on like a weekly basis that they're wanting.
00:32:46.640 --> 00:32:56.880
Um a lot of functions tie back into recruiting, so obviously their careers, their job posts, all that kind of stuff, applicant tracking systems, APIs back from those things into their website.
00:32:56.960 --> 00:33:01.519
So there's there's a lot more of those kind of technical aspects with the larger practices.
00:33:01.839 --> 00:33:10.640
The the challenges that come with larger clinics is that you tend to have more underperforming clinics in different sporadic areas.
00:33:10.720 --> 00:33:10.960
Yeah.
00:33:11.200 --> 00:33:11.519
Right.
00:33:11.759 --> 00:33:15.519
Uh so you have some clinics that are crushing it, you have others that are underperforming.
00:33:15.759 --> 00:33:22.720
So we put we we we move the focus around depending on where the need is to those clinics that are underperforming.
00:33:22.799 --> 00:33:28.000
Maybe they need maybe their uh their SEO changed, right, in their particular community or market.
00:33:28.319 --> 00:33:35.519
Um, you know, maybe they need some more ads, maybe they need a bit more uh, you know, uh email marketing or something towards their lists.
00:33:35.680 --> 00:33:44.319
So it becomes a little bit more targeted as to where can we lift different parts of the organization to have maximum performance at that scale.
00:33:44.559 --> 00:33:45.119
Amazing.
00:33:45.279 --> 00:33:45.680
Amazing.
00:33:45.839 --> 00:33:48.880
You know, can you go go through that three-step uh process again?
00:33:49.039 --> 00:33:51.839
Because it it was like uh it was like higher grow.
00:33:51.920 --> 00:33:52.720
What was the first one?
00:33:52.960 --> 00:33:54.160
Yeah, so grow higher profit.
00:33:54.319 --> 00:33:56.079
So it's grow higher profit.
00:33:56.160 --> 00:33:56.400
Yeah.
00:33:56.640 --> 00:33:59.759
I love that you have hire now in your business model.
00:33:59.920 --> 00:34:00.559
That is so cool.
00:34:00.640 --> 00:34:02.400
Because again, I think that's where you're looking.
00:34:02.640 --> 00:34:10.159
I love that word, and I would I would love to see that on everything that you put out there because grow higher profit is really clear in terms of what you do to serve people.
00:34:10.239 --> 00:34:10.400
Yeah.
00:34:10.559 --> 00:34:14.000
And it's uh it's neat that that's a a huge part of what you do now as a hiring.
00:34:14.239 --> 00:34:14.639
Yeah, yeah.
00:34:14.880 --> 00:34:18.960
So it's it's we're ful fulfilling the need that's out there in them in the marketplace.
00:34:19.199 --> 00:34:20.639
So, what do you see is coming next?
00:34:20.719 --> 00:34:24.480
I mean, we've got all these technological changes that are advancing with AI and these elements.
00:34:24.639 --> 00:34:29.519
Like, how is how is practice promotions you know looking forward to the future of serving the industry?
00:34:29.760 --> 00:34:31.440
Yeah, we're doing a ton with AI.
00:34:31.599 --> 00:34:41.119
Uh so uh we're using AI the way that we have positioned ourselves with AI is there's this thought out there that AI will replace everything.
00:34:41.280 --> 00:34:41.440
Right?
00:34:41.599 --> 00:34:44.719
AI, we're gonna we're gonna replace marketing agencies with AI.
00:34:44.800 --> 00:34:46.639
We're gonna replace V8 agencies.
00:34:46.719 --> 00:34:50.239
I've got guys who are desperately trying to sell because they feel like writing's on the wall.
00:34:50.480 --> 00:34:50.880
No, no, no.
00:34:50.960 --> 00:34:51.920
I don't I don't believe that at all.
00:34:52.079 --> 00:34:55.280
What we're using AI to do is to enhance what we already do.
00:34:55.840 --> 00:34:56.159
Right?
00:34:56.559 --> 00:35:07.599
So for us, we're using AI to evaluate phone calls coming in so that we truly can skip that process of the front desks, like having a tag that this is a scheduled patient.
00:35:07.760 --> 00:35:12.800
The patient already said that in their communication on the phone, so let's AI just kind of analyze that and we mark it.
00:35:12.880 --> 00:35:14.079
All right, simple things like that.
00:35:14.239 --> 00:35:24.800
Or we're using AI to analyze different uh Google ad performance, so then that helps our team become much more efficient at spotting where we can best leverage performance.
00:35:25.039 --> 00:35:25.199
Right.
00:35:25.440 --> 00:35:28.400
Or like the eye tracking thing, or like all these things that are out there.
00:35:28.960 --> 00:35:30.159
A lot with content, right?
00:35:30.239 --> 00:35:46.159
So we have uh PT content writers on staff, but in order to do things that mass and have even more customization, what what what clients really want is being able to leverage uh AI in order to write more of the voice of that clinic, right?
00:35:46.400 --> 00:35:52.480
And the the nuances, the things that they want to say to their particular communities or audience or target audiences that they're trying to reach.
00:35:52.559 --> 00:35:54.400
So leveraging A on that component too.
00:35:54.480 --> 00:36:09.440
So I I would say like, you know, as we're as we're looking at uh AI and marketing, I think a lot of it becomes more of how can we work with it to make ourselves much more uh customized, much more efficient, um, be able to analyze things a lot easier.
00:36:09.599 --> 00:36:12.400
That's where I see our kind of the future of marketing and PC.
00:36:12.719 --> 00:36:13.679
Amazing, Neil.
00:36:13.920 --> 00:36:14.719
My gosh.
00:36:14.880 --> 00:36:16.000
Um, you know, it's so fun.
00:36:16.079 --> 00:36:18.480
We were clients of yours, like way back in the day.
00:36:18.719 --> 00:36:23.599
Back in the day when I had my PT practice, and that was back when physical mailers was a big and those types of elements.
00:36:23.840 --> 00:36:25.119
Do you guys do any physical products still?
00:36:25.679 --> 00:36:26.480
We still do, yeah.
00:36:26.559 --> 00:36:33.920
I mean it's not it's got it's gotten a lot less of what we do, but really surprisingly, we got to think about the audiences that we serve, right?
00:36:34.079 --> 00:36:43.199
So if we are and let's face it, in PT, we're traditionally working with people with broken bodies, and those bodies start to break down in our middle ages.
00:36:43.360 --> 00:36:48.559
So we're do we're dealing with like uh you know the Gen X's and the boomers, yeah, right, a lot.
00:36:48.800 --> 00:36:49.280
Yeah.
00:36:49.440 --> 00:36:52.400
And they read, they've read a lot growing up.
00:36:52.559 --> 00:37:02.239
And so what's beautiful in today's world is direct mail actually works better than ever before because if you think about going through your inbox, you've got hundreds of emails, yeah, right.
00:37:02.480 --> 00:37:06.880
But how many pieces of mail do you get in the mailbox, right?
00:37:07.039 --> 00:37:08.079
Not as much as you used to.
00:37:08.400 --> 00:37:08.880
Not as much.
00:37:09.119 --> 00:37:10.079
But it stands out.
00:37:10.320 --> 00:37:11.119
It really does.
00:37:11.199 --> 00:37:15.039
I it's so funny because I think I went through that phase like most people do, like, ah, we hate it.
00:37:15.199 --> 00:37:17.679
But then we find ourselves flipping through the coupons.
00:37:17.760 --> 00:37:23.440
We see the little things, you see the little real estate agent, and you're like, and then you go sell your house, and all you can think of is that one guy.
00:37:23.679 --> 00:37:23.840
Yeah.
00:37:24.000 --> 00:37:27.599
You got the postcard, you get the value pack, still get the catalogs.
00:37:27.679 --> 00:37:28.400
Here's a great lesson.
00:37:28.559 --> 00:37:30.079
LL Bean, you know, LL bean, yeah, yeah.
00:37:30.559 --> 00:37:32.960
All right, so I think it was like five years ago or something.
00:37:33.119 --> 00:37:41.519
They just someone had the bright idea to like, hey, we'll save about a hundred million dollars or something like that in sending out the catalog, the mailer, right?
00:37:42.320 --> 00:37:53.199
So they went all digital, they went all online, and they had the worst sales performance in history for LLB, and they quickly got their catalog back in.
00:37:53.360 --> 00:38:04.320
So that expense still had major repercussions for the business because they thought everybody would just be digital, but people really you know what the and we're looking at behaviors of people, right?
00:38:04.400 --> 00:38:08.960
So marketing is really about just people behavior and how you're how you're working with that behavior.
00:38:09.119 --> 00:38:09.440
Yeah.
00:38:09.840 --> 00:38:17.039
Uh you know, in today's world, we're got seven, ten, fifteen touch points from someone before they actually do anything, right?
00:38:17.199 --> 00:38:17.280
Right.
00:38:17.760 --> 00:38:18.960
So skeptical today.
00:38:19.119 --> 00:38:23.360
So you can't just expect to send one thing out and have it work perfectly.
00:38:23.440 --> 00:38:24.960
Like it just does that doesn't happen.
00:38:25.039 --> 00:38:25.760
That's unreal.
00:38:25.920 --> 00:38:26.079
Yeah.
00:38:26.400 --> 00:38:29.360
We have to have hit people from all angles, right?
00:38:29.519 --> 00:38:34.079
We have to be in their mailbox, we have to be in their email inbox, we have to be on their social media feed, right?
00:38:34.320 --> 00:38:35.920
We have to be when they're Google searching.
00:38:36.000 --> 00:38:38.480
Like, you've got to be everywhere today.
00:38:38.800 --> 00:38:45.840
Yeah, Neil, this has been so transp Um I am beyond excited about what I'm doing for my own business.
00:38:46.000 --> 00:38:49.440
Like, I know this is a great episode when honestly I forget there's even people listening.
00:38:49.519 --> 00:38:49.679
Right.
00:38:49.840 --> 00:38:57.920
And I've just got all these like lists of things I want to talk to you about after the show because of all the the work I know I want to do because of the knowledge that I was empowered with.
00:38:58.079 --> 00:38:59.440
So thank you so much for being on the show.
00:38:59.599 --> 00:39:07.519
If people want to get a hold of you to learn any of these elements uh or private uh or more learn more about private practice, how do they or practice promotions, how do they get a hold of you?
00:39:07.599 --> 00:39:08.960
Oh, we got tons of free stuff online.
00:39:09.039 --> 00:39:11.280
Uh you know, go to practicepromotions.net.
00:39:11.360 --> 00:39:14.480
You can get our our practice marketing podcast, start listening to that.
00:39:14.559 --> 00:39:16.480
We've got uh my market to grow book.
00:39:16.639 --> 00:39:19.119
So they can go.
00:39:19.440 --> 00:39:23.280
So yeah, go get uh the we'll send it to you for free on practicepromotions.net.
00:39:23.440 --> 00:39:27.360
So and we got tons of like free downloads, PT references, like free stuff.
00:39:27.440 --> 00:39:28.000
So go get it.
00:39:28.239 --> 00:39:28.880
Okay, absolutely.
00:39:28.960 --> 00:39:31.039
Okay, I'd like to finish with a rapid fire set of questions.
00:39:31.119 --> 00:39:31.760
Are you ready for this?
00:39:32.000 --> 00:39:32.800
Okay, I'll try it.
00:39:32.960 --> 00:39:33.280
Okay.
00:39:33.519 --> 00:39:38.719
Um what would be the one part of your marketing?
00:39:38.880 --> 00:39:40.880
What is your favorite element of marketing?
00:39:41.039 --> 00:39:46.400
If you had to pick one action that you just love, it's not necessarily the most successful action, but something you just like obsessed with.
00:39:46.559 --> 00:39:47.039
What is that?
00:39:47.360 --> 00:39:50.960
For me, it's when a practice center says, I've got a huge weight loss now.
00:39:51.199 --> 00:39:51.519
Okay.
00:39:51.760 --> 00:39:52.000
Right?
00:39:52.079 --> 00:39:55.360
They're like, oh man, I'm like not like it's a good problem to have.
00:39:55.679 --> 00:39:58.880
It's an outcome of them saying, Yeah, I'm working with you and now I'm flooded with patients.
00:39:58.960 --> 00:39:59.360
Yeah, yeah.
00:39:59.440 --> 00:40:03.199
So they were doing something before that just wasn't working and now that's like working and they're so happy.
00:40:03.360 --> 00:40:03.519
Right.
00:40:03.679 --> 00:40:04.079
Love that.
00:40:04.239 --> 00:40:04.480
Okay.
00:40:04.559 --> 00:40:10.880
What's a book, a movie, a podcast, a uh a band, something you've seen more entertainment focused.
00:40:11.119 --> 00:40:11.280
Okay.
00:40:11.440 --> 00:40:12.079
More entertainment.
00:40:12.159 --> 00:40:12.719
It can't be inspiring.
00:40:12.800 --> 00:40:17.280
Like if you read a great business book, whatever, but like is there anything you've consumed recently that you're like, right, I really like that.
00:40:19.119 --> 00:40:25.519
Um you know, I always I always gravitate to one book I really like, which is the one thing.
00:40:25.760 --> 00:40:26.800
Oh, great book.
00:40:27.039 --> 00:40:32.800
You know, because in today's world it's so easy to get distracted and shiny object syndrome everywhere.
00:40:33.039 --> 00:40:34.960
But like he just kind of keeps you focused.
00:40:35.039 --> 00:40:38.159
Like, what's the one thing that you could do to move your business forward or your life forward?
00:40:38.559 --> 00:40:42.159
You know, that concept is so simple that people think it's easy.
00:40:42.320 --> 00:40:42.639
Yeah.
00:40:42.800 --> 00:40:46.159
I I I've had the highest paying coach I ever hired this year.
00:40:46.400 --> 00:40:47.840
Most money I've ever spent on a coach.
00:40:47.920 --> 00:40:48.159
Uh-huh.
00:40:48.320 --> 00:40:51.920
Do you know 90% of it is saying, is that the thing?
00:40:52.159 --> 00:40:52.400
Right.
00:40:52.559 --> 00:40:53.199
Is that the thing?
00:40:53.280 --> 00:40:53.519
Yeah.
00:40:53.760 --> 00:40:55.840
First he helped me understand what the thing was.
00:40:56.159 --> 00:40:57.360
And I kind of already knew.
00:40:57.440 --> 00:40:58.159
That's the crazy part.
00:40:58.239 --> 00:41:02.320
I pay this guy a ton of money, and every time I'm like, hey, this is what I'm doing, he's like, is he's not even really coaching.
00:41:02.400 --> 00:41:03.519
He's like, is that the thing?
00:41:03.760 --> 00:41:05.039
And most of the time it's not.
00:41:05.119 --> 00:41:05.679
I think it is.
00:41:05.760 --> 00:41:09.360
That's the hard part is a lot of times these things I think I'm doing are adding value.
00:41:09.519 --> 00:41:12.159
Like, I'm gonna add this new program, I'm gonna do these different things.
00:41:12.239 --> 00:41:19.519
And some companies do that and it works, but most companies that get really big and successful, they do one thing really, really well.
00:41:19.599 --> 00:41:22.000
And then honestly, this is a little plug for both you and I.
00:41:22.159 --> 00:41:31.119
I think that's why we as PTs, going into our respective specialties, yeah, have so much to offer because we're hyper niche in the one thing called PTO T S L P.
00:41:31.199 --> 00:41:32.559
Like that's where we are thriving.
00:41:32.800 --> 00:41:35.679
Well, we um, okay, now what's a place in the world you've been that you've loved?
00:41:35.760 --> 00:41:38.400
And you and I were on a cruise together, so I know that you've been traveling.
00:41:38.559 --> 00:41:41.440
What's a place in the world that you've been that you love or somewhere you want to go?
00:41:41.679 --> 00:41:42.639
I love Switzerland.
00:41:42.960 --> 00:41:44.159
That's one of my favorite places.
00:41:44.480 --> 00:41:46.000
Most beautiful country on earth, in my opinion.
00:41:46.159 --> 00:41:46.320
Yeah.
00:41:46.400 --> 00:41:46.559
Yeah.
00:41:46.719 --> 00:41:47.199
Hands down.
00:41:47.280 --> 00:41:48.880
Did you go to Lauterbrunen by nature?
00:41:49.039 --> 00:41:50.239
Yeah, Lauter Brunen, yeah.
00:41:50.320 --> 00:41:53.599
I think that's the most beautiful spot in the most beautiful country on earth, personally.
00:41:53.760 --> 00:41:56.000
Yeah, that is one heck of a spot there.
00:41:56.159 --> 00:41:56.480
Okay.
00:41:56.719 --> 00:42:01.280
What about um this last one is just a little bit more of this idea of family history.
00:42:01.440 --> 00:42:04.719
So your kids, you know, they're growing up, they see dad doing all these things.
00:42:04.880 --> 00:42:07.440
Yeah, they have plenty of podcast episodes to listen to.
00:42:07.599 --> 00:42:07.840
Right.
00:42:08.000 --> 00:42:10.880
But maybe they never get to hear from you to them directly.
00:42:10.960 --> 00:42:11.199
Okay.
00:42:11.360 --> 00:42:15.039
What would you want your kids to know about your passion in life?
00:42:16.559 --> 00:42:21.599
That for me, uh, it's okay for that to evolve, right?
00:42:22.079 --> 00:42:25.679
But the core for me has always been helping other people.
00:42:26.159 --> 00:42:39.679
And no matter where I've been, whether that's being a waiter or being a physical therapist or helping other businesses now, other physical therapy businesses, it still comes back to like helping people.
00:42:39.760 --> 00:42:43.599
So for me, for like now, I'm playing a bigger game.
00:42:43.679 --> 00:42:45.039
Like, and that's another thing.
00:42:45.199 --> 00:42:46.480
Play the bigger game, uh-right.
00:42:46.800 --> 00:42:49.199
So let your uh passion evolve and play a bigger game.
00:42:49.360 --> 00:42:54.000
Yeah, so for me, uh, I could help so many people being a PT and my practice, right?
00:42:54.079 --> 00:42:56.400
So I first PT help a lot of people.
00:42:56.559 --> 00:43:03.599
Owner practice, help more people, help other practices be successful at helping other people big.
00:43:04.239 --> 00:43:04.559
Wow.
00:43:04.719 --> 00:43:06.400
Well, Neil, thank you so much for being on the show.
00:43:06.480 --> 00:43:07.840
It's been such a treat to have you, my friend.
00:43:08.079 --> 00:43:08.960
Uh, pleasure as always.
00:43:09.039 --> 00:43:09.599
Thank you so much.
00:43:10.239 --> 00:43:13.519
All right, well, Rockstars, that's it for today's episode of Willpower Podcast.
00:43:13.599 --> 00:43:14.400
Thanks again for tuning in.
00:43:14.480 --> 00:43:18.800
As always, this is Will Humphreys reminding you to lead with love and never give up.
00:43:18.960 --> 00:43:20.239
Until next time.