THE PRIVATE PRACTICE RESOURCE
APRIL/MAY 2019
A RESOURCE FOR PRIVATE PT PRACTICES Why David Straight & John Mason Created E-Rehab D uring his time as a private-practice physical therapist, Dr. David Straight experienced the changing nature of the profession firsthand. “With the rise of physician-
social media accounts. We want to provide people with great tools, of course, but also make using those tools a breeze.”
owned physical therapy services (POPTS), my practice lost half of its business,” David recalls. “I realized I had to get better at sales and marketing in a hurry if we were to survive. It was a serious learning experience, but one that made me realize that my challenges and struggles were far from unique. Private practices all over the country are dealing with the same hurdles.” The seed had been planted in David’s head. Surely practices across the country could benefit from industry-specific marketing and web-service resources. When David met John Mason, a man with over three decades of experience in the technology field, he realized the two of them could combine forces to help private practices across the country increase their reach, fill up their schedules, and provide excellent care to as many people as possible. “We realized there was a growing need for marketing materials and support for private practices,” John states. “Noticing that nobody was providing these services in a way we thought was adequate, we decided who better than us to help physical therapists spread the word about their businesses?” David and John founded E-Rehab in 2004 with an eye toward doing just that. As the tech world has evolved, so too have the services offered. “When we started this company, smartphones weren’t even a thing yet,” John says. “Change is the only constant in the tech world, and we have to constantly adapt to avoid being left behind. The idea of a ‘good website’ is a lot different in 2019 than it was 15 years ago.” E-Rehab updates its services as the industry changes, which is crucial in keeping practices one step ahead of their competition. Some things, though, have not changed since day one. “We have always been and will always be obsessive about customer service,” David says. “Nobody should have to spend hours posting blogs to their website or maniacally monitoring their
John and David believe their ultimate reward comes in the form of new patients seeking out treatment from their clients. “It’s not just about tech,” John reveals. “In many respects, what’s old is new again. We will use every tool at our disposal, whether that tool was invented yesterday or centuries ago. Our ultimate goal is to help connect those in need of treatment with people who can provide it for them.” “WHEN DAVID MET JOHN MASON, A MAN WITH OVER THREE DECADES OF EXPERIENCE IN THE TECHNOLOGY FIELD, HE REALIZED THE TWO OF THEM COULD This newsletter is just one example of old becoming new again. John and David want to share resources, tips, and lessons to help you be a better practice owner. They hope you find it instructive, inspiring, and enjoyable. Over the coming months, this newsletter will cover specific issues common to all private-practice physical therapists, sharing more about John, David, and their company, and detail services that can take your practice to the next level. COMBINE FORCES TO HELP PRIVATE PRACTICES ACROSS THE COUNTRY INCREASE THEIR REACH, FILL UP THEIR SCHEDULES, AND PROVIDE EXCELLENT CARE TO AS MANY PEOPLE AS POSSIBLE.”
Welcome to the E-Rehab Newsletter. Thank you for taking the time to read.
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Facebook is often regarded as one of the companies that helped create our new digital world. So, it was quite strange to see them apologize for data misuse in a massive print-advertising campaign. After Cambridge Analytica, one of Facebook’s subcontractors, was found to have misused data, the tech giant took out full-page newspaper ads to apologize. That they would do so in this manner, rather than via their own massive, social media platform, speaks to the power of print media. Ed Newman, a retired ad man and writer for Medium, notes that print media offers some distinct advantages over its digital counterpart when it comes to marketing. “What continues to make print ads valuable is the (nearly) undivided attention that readers give to magazine and newspaper content, rather than multitasking like they do when consuming digital content,” he writes. That is not to say that digital marketing is without value, simply that a more diverse marketing mix can benefit businesses of all kinds. Think about your mailbox now compared to a decade or two ago. In the past, you may have been inundated with junk mail, causing you to rifle through your mail quickly to separate the wheat from the chaff. In 2019, by contrast, you may receive a circular or two, but the vast majority of your mail is something you will actively open and spend time with. In other words, most of the junk has migrated online. That presents an opportunity to get somebody’s attention via a piece of good, old-fashioned mail. A print newsletter is a great medium for delivering value and information to your patients. It allows you to create regular contact, share details about your practice, and differentiate yourself from other, more anonymous practices. A newsletter also has exceptional pass-around value. If somebody you mail to has a friend in need of physical therapy, they can pass the newsletter along as an introduction. It’s a tangible object that burnishes your reputation and increases brand awareness. When this print marketing dovetails with your digital presence, you have a deadly effective combination. Your print marketing should draw readers to your digital presence and bolster your practice’s image in their minds. Synergizing your marketing efforts across multiple media allows you to increase your ROI on each of them. Don’t believe us? Well, if you’ve made it to the end of this article, you’ve already proven that print media gets attention. It’s a great way to communicate in a detailed, personal way. Isn’t that how you want to speak to your patients? THE VALUE OF PRINT MEDIA IN MARKETING
THE GOOD KIND OF GOSSIP How to Cultivate Valuable Customer Reviews When you’re thinking about buying a new product or service, what’s the first step you take? If you turn to the World Wide Web in search of reviews, then you’re in good company. According to a survey conducted by BrightLocal, 85 percent of consumers regard the customer review to be the single most credible and trustworthy source of advertising. That same survey found that 68 percent of customers surveyed were willing to provide feedback for the company. So, how do you get your customers to write the glowing reviews that help close deals? 1. ACTIVELY BUILD YOUR ONLINE REPUTATION Don’t rely on patients to go to your website to leave reviews. When it comes to patients, they are both busy and lazy. It’s not enough just to ask. You have to provide them with a frictionless process to leave ratings and reviews. Considering the facts about the value of ratings and reviews, it’s important for all practice owners to implement an active policy, system, and ongoing management of their online reputation. Check your website analytics. Google is where a majority of your patients first see your name. Second, patients go directly to your website. Therefore, it’s critical for you to focus your energy on capturing Google reviews first and then ratings and reviews for your website second. BrightLocal found that Facebook and Yelp are consumers’ most trusted sources of user reviews, so these two are great opportunities, as well. Most importantly, be sure you are active on all the platforms you use. 2. OFFER INCENTIVES … TO YOUR STAFF Give your clients a reason to write reviews by simply asking. While it may seem like a good idea to offer your patients some sort of incentive, it’s illegal in some states to pay for reviews. The good news is that most patients are more than happy to provide you with a rating and review. 3. ASK THE RIGHT QUESTIONS Think of the review process as a conversation rather than a request to be met. On day one, have your receptionist ask the question, “If care goes as planned and we’ve earned a review, would you leave one for us, please?” Then at or near discharge, after the patient has said thank you, say, “The best way you can thank us is to write that quick review. Can you grab your smartphone, please?” Then simply have them visit your E-Rehab.com website and click on the “Review Us” button. 4. RESPOND, RESPOND, RESPOND The last thing you want to see is a scathing one-star review. But no matter how hard you work, they are still bound to happen. When you receive one, take the time to respond thoughtfully — without being defensive — and try to come up with a possible solution to the complaint. Be sure to respond to your positive reviews, as well. You can download our guide at https://l.ptclinic.com/2vbbxTi.
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A COMPLETE SET OF DIGITAL MARKETING TOOLS With E-Rehab’s Marketing Support Service Plan IN this month’s cover, it is detailed exactly why John and David created a suite In addition to these, Marketing Support members have access to the following: • Complete SEO services to help your practice rank for “physical therapy in your city”
of tools and services to help private- practice physical therapists grow their businesses. It seems only fitting to devote a little space to explaining exactly what some of those tools are. E-Rehab’s most popular level of service is the Marketing Support tier. Here is a brief overview of what you can expect in this service. For starters, you’ll find everything that’s in the Silver and Gold packages. That includes a turnkey website with content, photos, and more; a light reputation- management system; on-page SEO; online appointment requesting; email accounts; analytics; videos; access to printed patient newsletters; social media posts; a survey system; blogging; and more. These services are essential to any business that wants to flourish in 2019.
• A professional reputation system with regular moderation to ensure your reviews are reflective of the quality care you provide
• Team-training tools that will give your staff the skills to succeed
• Advanced social media marketing based on the latest industry trends
• Training for selling and marketing to physicians, a key source of referrals
• A complete, monthly print newsletter with your personal branding for just the cost of printing and shipping
John and David are constantly adding to this list of features to ensure no stones are left unturned while providing you with the best in marketing, sales, and web services. When you sign up, you will receive all of these for up to three different locations. They also provide a free consultation to let you know how these tools will be applied to your practice and brand. It may sound like a lot, but E-Rehab is here to make it easy. That way, you can focus on what really matters: delivering outstanding care to every patient who walks through your doors.
EXTRA TRAINING FOR YOU Watch our performance management training hosted by E-Rehab with special guest Dr. Peter Kovacek
COMEDY CORNER
https://l.ptclinic.com/2KuXx1a
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INSIDE Our Reason for Being
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The Value of User Reviews and How to Cultivate Them
Why Print Media Still Matters for Marketing
All the Tools You Need to Succeed, Under One Roof
How Being Open to Growth Leads to Success
How Being Open to Growth Leads to Success THE POWER OF ‘MINDSET’
believe themselves to be “a great boss” or “an amazing athlete” are also doing themselves a disservice. Once you think your skills are tied to who you are as a person, you’ll avoid challenging them for fear they might be found wanting. This causes your talents to atrophy as you seek detours rather than facing challenges head-on.
For decades, Dr. Carol S. Dweck studied the phenomena of success. How is it that some people are able to grow their business, stay fit, or achieve their personal goals while others in similar situations stall out? “Mindset” is Dr. Dweck’s answer to this question. Subtitled “The New Psychology of Success,” this book chronicles the Stanford psychologist’s findings, which suggest an inseparable link between belief and achievement. According to Dr. Dweck, people tend to think about the challenges in front of them in one of two ways. They either have a “fixed” mindset — believing that their talents and abilities are static, intrinsic properties of who they are — or a “growth” mindset — believing they can improve every aspect of themselves with practice and perseverance. Those who approach life’s hurdles as an opportunity for growth are the ones who find long-term success. If you’ve ever said, “I’m just not good at math” or, “I’m not a natural leader,” you’ve fallen into the fixed mindset trap. If you believe there’s nothing you can do to change your circumstances, you’ll never strive to improve them. The same is true of positive fixed opinions of yourself. Dr. Dweck points out that those who
Dr. Dweck argues that, instead of falling victim to the pessimism and self-delusion that defines fixed mindset thinking, we need to recognize that the path to success lies in open-minded perseverance. “A person’s true potential is unknown (and unknowable),” she says. “It’s impossible to foresee what can be accomplished with years of passion, toil, and training.” Not only does “Mindset” drive this point home with well-documented experiments and studies, but it also provides a workshop to help people break free of their fixed mindset and find success.
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