We needed to step back in our roles as treatment providers and step up as leaders. - RAJ SUPPIAH, Co-Founder of Foundation Physiotherapy & Wellness
managing the marketing team!
Practice Promotions CEO Neil Trickett, PT recently sat down to interview our client and friend Raj Suppiah, Co-Founder of Foundation Physiotherapy & Wellness in Toronto, ON. Raj has been extremely successful in stepping back from treating patients 40 hours a week and investing in his business. Neil: What has helped your practice grow over the last three years? Raj: Great question! I think from a vision approach, you have to ask: where do you want your practice to be? Do you want it to be just a clinic, or do you want it to be a brand? For myself and my co-owner Matt, we decided we wanted to take our practice to the next level.
You have to be purposeful in how you want to grow and be organized. That’s really been the thing that has helped us grow. We needed to step back in our roles as treatment providers and step up as leaders. Leaders that can create and measure our systems.
Neil: I couldn’t agree more.
You have to change as a person in order to take your business to the next level. And then when you understand you have to change, you ask yourself: what do I have to learn to get there? Raj: That’s where you might feel a little uncomfortable. You’re a PT, I’m a PT. We didn’t learn sales. So you have to invest in yourself. You may have to scale back on clinical learning and take some time to get resources to learn about the business side of things. Neil: I know for me, about 16-18 years ago I realized “Gosh, I need to get better at business.” So now I have 16-18 years of business learning. I pretty much have the equivalent of a Master’s in Business, just not the actual title.
Neil: So what did that mean for you?
Raj: Well, that meant we could no longer be treating in our practice for the majority of the time. We had to become the leaders and organizers at the top level and create a proper structure. By having specific roles for our employees and having proper organization, we’ve allowed our brand to be more organized. But you can’t step out of practicing unless you know you want your brand to be at that next level. Everyone has a different vision and different goals. If you just want to run a small practice, that’s great, and you don’t have to worry about creating a structure. But if you want to get bigger, then you have to understand that you can’t be purposeful about marketing if you’re spending 40 hours a week treating patients. Trying to do both would be very hard, because you’re going to have to spend at least 10 hours a week on marketing, and then a few hours a week
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Raj: (Laughs) Hey, that counts!
Neil: I’m sure you’ve done it too! I’ve spent a lot on my own business training. But you cannot scale your business--you cannot hit your vision-- unless you realize you have to change yourself and get better yourself. Raj: So my parting words would be: invest in yourself if you want to grow and know where you want to go. Know where you’re going, and know where you’re growing.
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