E685 | Using Stories To Build A Brand Through Video

In this podcast, Dr. Danny shares about a new project that PT Biz has started to highlight different physical therapy clinics around the country. He discusses how they have worked with hundreds of clinicians over the years and wanted to showcase what others are doing in their cash-based practices.

He talks about how in the past, he thought his practice would only be just him and not grow beyond that. However, he has seen that many PT clinics are much more scalable than initially thought. Some clinics they work with now have multiple clinicians, are in standalone spaces, are growing very fast and cannot hire therapists quickly enough. Many are even buying their own buildings now due to high demand.

PT Biz has started doing video tours of 8-10 different clinics with a professional videographer to really showcase these clinics well. Though time intensive, they feel it is a good investment to highlight what others are achieving clinically which can give people confidence and ideas for their own practices.

Dr. Danny suggests clinics also think about highlighting their own patients' stories on video. Which patients have inspiring journeys or are great representatives of the clinic? Creating a 2 minute video could help connect with new patients who may relate to those stories.

He shares they have done this at Athletes' Potential clinic with good feedback from patients who felt connected to the people featured.

So far PT Biz has two clinic tour videos on their YouTube channel - one for Ripple clinic in Boston and one for The Method clinic also in Boston. They show different style clinics from multi-therapist practices to subleased gym spaces. Dr. Danny hopes the clinic owners can look back on the videos as a way to document their journey.

He encourages listeners to check out the videos and subscribe to the PT Biz YouTube channel to see future clinic tour releases each month. In closing, he discusses how rewarding it is to develop relationships with patients who feel like family.

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Podcast Transcript

Danny: We actually did this. We have, half dozen or so examples of this within our practice at athletes potential where we had videographers come in and highlight people. And it was always cool. So cool to get feedback from our patients when they saw this stuff. And New people that resonated with it and they're like, Oh my gosh, I feel so similar to Rebecca and I have a similar story.

I'm so glad I found you guys. I'm glad I saw this video because I resonated with me so much. 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's 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 to date, my company physical therapy business helped over a thousand clinicians start growing scale, their own cash practices. So if this sounds like something you want to do, listen up, cause I'm here to help you.

What's going on? Dr. Danny here with the PT entrepreneur podcast, and I want to share a win. That we've had with PT beds, and I think it apply to your practice. You just maybe have to think outside the box a little bit. One thing that we have wanted to do now since 2019, first started talking about this in 2019 is to be able to highlight.

The clinics and show off the clinics of some of the people that we get a chance to work with. And, fortunately for us, we work with hundreds of clinicians all over the country. So we have a lot of people that we have an opportunity to, show off and highlight their clinics and more than anything to show people what other clinicians are doing all over the country that are practicing this mainly cash based model.

And, for me. When we started our practice, I thought there's, there's no way I was gonna be able to grow past myself. I was okay with that. I just wanted to work with people in a really pure sort of, one to one manner. I wanted to be the one that saw them for the eval, took them through their whole plan of care, did everything with them and not just Be an eval and reeval machine and just hand somebody off to a tech or a PTA for all The things that I actually like to do which was like coach them through movements and all that right?

So But I didn't have any really, strong idea that I could grow past myself I just thought it would just be just me in the clinic and that was it they're far more scalable than we initially thought than I ever thought right just to say that there's You know, hundreds of clinics we work with is crazy.

And a lot of them are multiple clinician standalone space, fast growing, clinics that are high, they literally can't hire fast enough that are buying buildings that are, that they have all of these business growth opportunities that are really cool to see. And we want to be able to highlight that stuff.

We. Have now been able to go to uh, eight, eight or 10 the clinics that we work with a videographer, like a legit, team editing everything to really show them off the right way. And it is it's very time intensive. It's something that is definitely a, an investment in terms of getting high quality people to be able to do these projects as well.

We look at it like the net effect of us really highlighting what people are doing, the clinician in the clinical world, I think is nothing but a positive for helping people realize what they can do as well. That's ultimately why we think this is such a good use of our time in our resources.

Plus our people are freaking awesome. And if you get a chance to see that, I think you can see, if you're very similar to them, why can't you do something similar yourself? Like it's. The confidence sometimes that we need comes from the success that other people have that are similar to us.

And we've definitely realized that. And we want to show that and highlight these people. But if you can think of this on the flip side of your clinic, what patients do you have that have such a cool story that are great people, that are just like you, you want more of those people in your clinic, who are those people and can you highlight their story as.

An athlete of yours, someone that's come through and what they're, what they were doing and what they're working through and what they're getting back to, and, even and just highlight what their journey looks like and who they are. And we actually did this. We, we have. Half dozen or so examples of this within our practice at athletes potential, where we had videographers come in and highlight people.

And it was always cool. It was so cool to get feedback from our. When they saw this stuff and new people that resonated with it and they're like, Oh my gosh, I feel so similar to Rebecca and I have a similar story. I'm so glad I found you guys. I'm glad I saw this video. Cause I resonated with me so much.

And it doesn't really feel sometimes like you doing that is going to have a direct return on investment for your time and your energy and your money. But we know that humans. They really connect with stories. They connect with video in particular. And it is a trickier format than a lot of other things, but it's such a good way to really highlight your business and your people and to differentiate your, differentiate yourself in some ways from other people around you.

So think about that. Are there people that you know, that can, that, you work with that maybe can help highlight a couple of your patients. Who are those people? How would you do it? What would you want to convey in that video? If it was a couple of minutes long, right? That's the stuff to think through, because these are pieces of content that can live for a long time and really do amazing things for your business, as far as both your brand, your reputation, and definitely, driving new business, your way of the right people that are most similar to the people you're highlighting.

If you want to see what we're talking about. On the clinic tour side make sure you go to YouTube, check out the PT biz channel. Two of our clinic tours are up right now, both from Boston. It's Jeremy DuPont who owns ripple and Jack C. Matthew owns the method, both two really cool locations.

We're highlighting, clinics that are multiple clinician, bigger spaces. We're highlighting ones that are subleased offices. In in a gym and everywhere, in between, we want to show you what people are doing in real life, real time with their businesses, with their clinics and then also what's cool, I think for them is going to be to take a look at where they were at years ago and or years from now, I should say, and be like, wow, look how much things have improved.

Look how much things have changed. Look at, me back in the day and, and hopefully they can use it as somewhat of a time capsule and something where they can really document their own journey um, for themselves and their business. And their family can see that as well. And that's a really cool thing for them that I hope that that they really enjoy, they enjoy that as much as we've enjoyed learning more about their business and highlighting what they have going on in person, which is just like such a fun thing to do just to be there, not on a zoom call.

And I see the neighborhoods that they're in, talk to them about the people, meet some of their patients like it's just so cool. Like I met. Jackson's very first, like literally first patient and she talked to me for, I don't know, 10, 15 minutes. It's a really cool lady. She brought in like a jar of pickles to her practice.

And I was like, this is so awesome, man. We were, we have such a great job where people literally bring us food. They just, they bring us, they just bring us shit. Like we're their family. It's awesome to just come by and bring you a cake. Like nobody that other professions don't get that. You know what I'm saying?

Listen, your CPA isn't getting that. Yeah you're the engineer that designed the building that your office is in now they ain't getting a jar of pickles and some cake just cause they don't even know who they are. Like we get to personally just work with such, cool people and develop these relationships.

It's amazing. So it's been really fun to experience that in person. So go check it out, go to YouTube check out the clinic tour videos. We're going to have a couple of those coming out each month going forward. And if you don't want to miss out on those, make sure you subscribe to the channel so you'll get notified when when they come out.

I think it's a fun project. I'd love to hear what you think in a comment. And as always, thank you so much for listening. And as always, we will catch you next week.

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