E657 | The Importance Of A Three Step Process

In this episode of our podcast, Doc Danny delves into the crucial aspect of simplifying how physical therapists communicate with their patients. As healthcare providers, physical therapists often find themselves unintentionally overcomplicating explanations when discussing treatments with their patients. We explore how this tendency to delve into pain science and musculoskeletal systems can cause confusion and deter patients from seeking the help they need. 

Doc Danny proposes a game-changing solution: condensing the explanation into three clear and concise points. Drawing from his personal experience running a clinic, he shares his approach which highlights three key elements. Firstly, conducting a comprehensive examination unlike any doctor previously, enabling a thorough understanding of the root cause. Secondly, addressing the root cause directly to ensure a permanent resolution of the problem. And lastly, empowering patients with the knowledge and skills necessary for long-term self-care.

Danny emphasizes that this simplified three-part explanation is not only more effective in building trust with patients but also surpasses the impact of listing credentials or techniques. By adopting a patient-centric perspective and addressing their primary concern of understanding the cause of their pain and the potential for its resolution, physical therapists can foster greater patient engagement and commitment to treatment.

This episode emphasizes the significance of clear and straightforward marketing strategies, both online and in-person, in converting more patients and navigating the complexities of the healthcare system. As physical therapists, it is essential to define our process in a manner that even novices can comprehend, creating a strong competitive edge in attracting patients and transforming more lives. Join us as we delve into the power of simplicity in communication and its impact on the success of physical therapy practices.

Up for a Challenge? Try our 5-Day Challenge Here! https://www.physicaltherapybiz.com/challenge 

www.physicaltherapybiz.com/apply

Do you enjoy the podcast?  If so, leave us a 5-star review on iTunes and tell a friend to do the same!

Are you a member of our free PT Entrepreneur Facebook Group? Join today!

Podcast Transcript

Danny: What do they care about? They care about, do you know why my back hurts? Can you help me not have pain in my back anymore? And can you help me understand what I need to do? So this doesn't ever come back because it has come back, Hey, are you a physical therapist looking to leverage your skill set in a way that helps you create time and financial freedom for yourself and your family?

If so, you're in the right spot. My name is Danny Matei. And over the last 15 years, I've done pretty much everything you can in the profession. I've been a staff PT. I've been an active duty military officer, physical therapist. I've started my own cash practice. I've sold that cash practice. And today, my company, Physical Therapy Biz, has helped over a thousand clinicians start, grow, and scale their own cash practices.

If this sounds like something you want to do, Listen up because I'm here to help you.

Hey, what's going on? Doc Danny here with the PT entrepreneur podcast. And today we are talking about something that you might be missing in your practice, something that you literally can add in that is going to help you make more sales, get more clients and really help them understand what you do. In a much more simplified way.

Now, the reason I bring this up is as clinicians and trust me, I've made this mistake as clinicians. We typically make things way too complex. I do the same thing in business now. Like I have to intentionally. Stop myself from getting into the details and super granular about some of the things that we do with businesses that we help businesses with, because it can be confusing if you are just not that familiar with the topic if your depth of knowledge is not that significant in that area, then, you start to your eyes glaze over, you start to think about something else.

And then, and it also starts to feel really hard, right? It's Ooh, that sounds hard. I don't know if I want to do that, but if you can simplify something, you can make something. Seem easy and it should be easy.

aNd I'll bring this to an example as a clinician, because if you say to yourself, okay, is it that easy to resolve someone's chronic lower back pain? No, it's really not. But can you explain that to a patient and get them in the door? No. You can't, you need trust and buy in and they need to know that they're in the right place.

So if you try to explain to them all the pain science, what the nervous system is doing, how the musculoskeletal system works, all this stuff, they are going to literally eyes are going to glaze over. They're going to get confused and it's going to feel really hard. It's going to feel super hard.

And they say, you don't want to sell. The 12 hour, flight or whatever to Hawaii, you wanna sell Hawaii, right? The suns on the beach while you're eating at acai bowl and you're, you're watching your kids swim in a pool. Okay, that sounds awesome. Not necessarily all the pain it takes to get there.

So with us, when we look at, when we look at marketing, and in particular, we look at the copywriting side of marketing. So copywriting is. What you put in terms of text, whether that be on your website in social media if you're typing something in your emails, whatever it is literally the written word on our websites.

In particular, one of the best things that you can do is really simplify. What you do with people, you don't have, and this is a generalization of your mechanism of success with them. What do you do that helps them actually get a result? And to give you an example, right? So when when we were running athletes potential, this is something we actually sat down and spent a lot of time on trying to really simplify this and looking at different variations of copywriting and successful copywriting in different industries that we're doing this because there's not a lot in our industry that talks about this.

And we really came down to, hey, we need these three Key things that people understand, right? So Hey, what do we do? First of all, we do a thorough examination, unlike you ever seen at a doctor ever before. So we very much understand exactly what's going on. Then we treat not just the symptoms. We treat the root cause of the problem.

So we actually work on the root cause of the problem. So we get rid of this for good. And the third thing is we teach you how to take care of yourself. For the longterm. So we figure out what it is, treat the root cause, and then we empower you with the skills and the knowledge to understand exactly how to take care of your body so that this is not a problem for you.

Ongoing for a lot of people like that may be what you need to say. Maybe it's something completely different. It depends on your niche, right? It depends what you want to, what you want to do and who you want to help, but having clarity in the three things that you help someone with and really being able to lay that out in a simplified manner.

If someone reads that they're on your website and they read that, like that's going to click with them so much better. Then, we are movement experts that focus on neuromuscular retraining and we practice X, Y, and Z. And we have these credentials and we do this, and this. And I was an educator for this group and whatever else is like, nobody cares about that because no one understands what that is.

If I said to people, and I used to do this because I thought it was like super valuable yeah, I teach, I'm like one of six instructors for. This group called Mobility WOD, and they were like what kind of WOD group do you teach for? They had no idea what the hell it was. But to me, it's it's a big deal to me, man.

I'm like one of the, I'm the only person on the East Coast that's even associated with this group. This should be something of value, and it had zero value to anybody. None. Because they didn't know what the hell it was. To other clinicians, that might have meant something. Hey, sorry to interrupt the podcast, but I have a huge favor to ask of you.

If you are a longtime listener or a new listener and you're finding value in this podcast, please head over to iTunes or Spotify or wherever you listen to the podcast, and please leave a rating and review. This is actually very helpful for us to get this podcast and really help them develop time and financial freedom.

If you would do that, I would greatly appreciate it. Now back to the podcast,

but my patients, they had no idea. All they knew is their knee hurt and they didn't know how me teaching for some other group would actually help with that. So you gotta think of this from the lens of the consumer, of the customer. What do they care about? They care about, do you know why my back hurts?

Can you help me not have pain in my back anymore? And can you help me understand what I need to do? So this doesn't ever come back because it has come back, Five times over the last 10 years. And it really sucks every time that this happens. Like it inhibits my ability to do things that I like.

I can't help out around the house. I'm a burden on my spouse, all these things. Like you gotta be able to look at it through the perspective of the person you're trying to help and simplify the hell out of it so that they can see that you can help them. Then it's up to you to take all your advanced training and knowledge and the be the big nerd in the room that you are and actually help them with what's going on.

Get them an amazing outcome, help them understand what's going on. But like up until that point, they need to understand that this is like simply a place where we can help you and the verbiage that you have, the copy that you write, the things that you say, they need to align with that. I need to align with that in a very.

Simple way where you can build trust, you can communicate with them, and then they will buy in on you and your clinic and your outcomes that you're going to help them get. And the crazy exercise you're going to ask them to do and the habitual lifestyle changes you're going to ask them to make. That all comes from clarity and it starts from the get go with how you're representing yourself in a digital footprint to whether they're even going to.

Click, further along on your website or they're going to say, Nope, I'm out of here. This sounds too difficult or Nope. This doesn't seem like the right place for me or I'm confused. I'm out of here. I'm going to YouTube. Try to figure it out because you're not just competing with other people around you.

Now you're competing with all the people on Instagram that are just putting up their, Their little protocols for back pain, you're competing with all the people on YouTube that are trying to share their protocols for back pain or whatever they're searching for. That's a way easier solution than coming into your office and talking to you and paying you money.

So you got to be able to compete not just locally, but also digitally. And that comes down to your own clarity on what you help people with and what they can expect. So think of your three step process. What would that be? If you were to explain this to somebody that had no idea what physical therapy was, what would you say to this person at a dinner party?

If they said, Hey, what do you do? How do you do what you do? How is it what you do effective? Explain that in three parts. To where people would understand it, that are complete novices when it comes to what we do, because if you can do that, you're going to be able to convert more people online. You're going to be able to convert more people in person, and you're going to get a hell of a lot better outcomes for people because you're going to be more bought in on what you do.

And that actually is the only damn thing that matters. We just got to understand the business side so that we can truly. Help people in the fucked up healthcare system that exists out there where they're bouncing around in between who knows how many providers and getting all kinds of bad information online and from their brother and from social media and from providers that may be scared the crap out of him about having the back of an 85 year old man and they show up in your office and you get a chance to change their life.

Keep that in mind. We learn how to market and we learn how to sell because what we do ultimately changes people's lives. So you've got to know this stuff because if you're not helping enough people.

Hey, peach entrepreneurs. We have big, exciting news, a new program that we just came out with that is our PT biz part time to full time five day challenge over the course of a week. five days. We get you crystal clear on exactly how much money you need to replace by getting you ultra clear on how much you're actually spending.

We get you crystal clear on the number of people you're going to see and the average visit rate you're going to need to have in order to replace your income to be able to go full time. We go through three different strategies that you can take to go from part time to full time. You can pick the one that's the best for you based on your current situation.

Then we share with you the sales and marketing systems that we use within our mastermind. That you need to have as well. If you want to go full time in your own practice. And then finally, we help you create a one page business plan. That's right. Not these 15 day business plans. You want to take the small business association, a one day business plan.

It's going to help you get very clear on exactly what you need to do and when you're going to do it to take. Action. If you're interested in signing up for this challenge, it's totally free. Head to physicaltherapybiz. com forward slash challenge. Get signed up there. Please enjoy. We put a lot of energy into this.

It's totally free. It's something I think is going to help you tremendously as long as you're willing to do the work. If you're doing the work and you're getting information put down and getting yourself ready to take action in a very organized way, you will have success, which is what we want. So head to physicaltherapybiz.

com forward slash challenge and get signed up today.