Author: Chad Madden, MST

Physical therapy marketing is more important than ever before.

Between 2003 and 2014, there was a 54.5% decrease in physician referrals to Physical Therapy as reported in the Journal of General Internal Medicine. Any owner who wants to grow their practice needs to look into other marketing channels.

One of the easiest channels to set up are social media profiles and pages for your business. To help you get started, here are several tips for getting your page up and running, increasing your number of followers, and actually generating new patients from social media. 

Just note: these tips can apply to different social networks but were all created with Facebook Marketing in mind.

Jump to a section:

• Why Facebook Ads?
• Keep it Real and Be Human
• Complete Your About Section
• Share Your Profiles Online and Offline
• Post Content Regularly
• Share What Makes You Special
• Consider Holding a Contest or Survey
• Add Context When You Share Links
• Engage with Comments and Messages
• Get on Camera
• Let’s Get Visual
• Try to Collect Email Addresses
• Use Paid Advertising to Reach a Wider Audience for Physical Therapy Marketing

Why Facebook Marketing Ads?

People may gripe about different aspects of Facebook, but it is still the undisputed leader when it comes to social media. Facebook has 2.45 billion monthly active users and 1.62 billion daily visitors. On top of that, older demographics are the fastest-growing group on Facebook.

So, don’t think you’ll end up marketing physical therapy to teenagers. The number of Facebook users aged 65+ has doubled in recent years.

Bottom line: Your target audience is on Facebook. Everyone is on Facebook. And your brand should be there, too. This will help keep your practice top-of-mind and help you connect with future patients.

1. Keep it Real and Be Human

First and foremost, you want your business page to reflect your personality and the personality of your team. Yes, you always want to keep your social posts professional, but that doesn’t mean they can’t be also be fun and personable. Don’t feel pressured to be or act a certain way. Just be yourself and give people a look of what it’s like to be a patient at your clinic. 

And always remember that you are talking to people who aren’t experts on physical therapy terms and musculoskeletal conditions. So, nix the complicated terms and use simple language when you post.

Another note: Don’t buy fake fans. Yes, there are some less-than-scrupulous companies out there that promise business owners thousands of cheap likes. But services like this aren’t worth the money.

There’s really no benefit to buying fake fans. It won’t make your page look more established or encourage other people to follow you. Better to save your money and focus on creating valuable content.

2. Complete Your About Section

The about section on your page is valuable real estate. Take the time to complete this section and supply all the necessary information. You don’t need to get to 100% completion, but contact information is a must. You should also share a bit about your practice and what makes you different.

You’ll also want to follow Facebook’s guidelines for selecting a cover photo. This is your chance to make a good first impression, so use a high-quality image.

It’s also a good idea to update your cover photo a few times a year. This shows that your page is active, and it can help you show up in your followers’ timeline.

3. Share Your Profiles Online and Offline

Include links to your Facebook and other social media pages on your website (and vice versa).

Create fliers with your social media handles and keep these at your front desk, or even have one hanging on the wall inside your practice. If you publish a newsletter, you should include links to your social media there as well.

4. Post Content Regularly

Social media shouldn’t take over your life, but you also don’t want your Facebook page to become a ghost town.

To start out, pick a posting schedule that works for you and strive to be consistent. Posting at least once a week is a good baseline. After a few weeks, you can go back and see which posts generated the most engagement.

Many social media pros recommend setting aside a block of time to create and schedule all your physical therapy marketing posts for a week. Get some Facebook content ideas and plan out your next 4 posts in advance. There’s software that can help with scheduling, but you can also do this natively on Facebook.

5.  Share What Makes You Special

Share exclusive content that followers can’t see from anyone else. Like behind-the-scenes photos and videos of your PTs and staff, patient stories and testimonials.

Other physical therapy marketing content ideas include:

• Practice Events (Like anniversaries and upcoming physical therapy workshops)
• Local Events
• Selfies with Staff and Patients
• Short Explainer Videos (“Top 3 Exercises for Shoulder Pain”)
• Practice News

6. Consider Holding a Contest or Survey

Contests and polls are great ways to get followers to engage with your posts. For polls, aim for a mix of fun and physical therapy-related topics.

The Single Question Email template can be adapted and used on your personal and professional Facebook page. This question has generated tons of responses and plans of care in the past.

An example of a fun survey question can be asking your page to share their favorite Halloween candy as a kid. When you’re just starting out on Facebook and still growing your followers, encourage your staff to comment and respond to questions like these.

With contests, don’t think that you always need to offer expensive prizes to get people to participate. Photo caption contests are usually big hits. As are any contests involving cutest pet.  

If you do want to go the prize route, consider offering gift cards to local businesses in your area. This can be a great way to create social media content and to network with potential CAWs partners.

7. Add Context When You Share Links

If you share links on your page, take a moment to add some context and commentary of your own.

For example, say there’s a great link to an article about the effectiveness of physical therapy prior to getting surgery. This is a great piece of content to share, but don’t just copy/paste the link and hit enter. Write out your thoughts on the news and encourage people in pain to stop by your clinic.

This is true even if you’re sharing content that you’ve created such as a blog post from your website. Even a sentence or two is fine, but you just want to add something unique to everything that you share.

8. Engage with Comments and Messages

Engagement on social media is a two-way street. If you want people to like and comment on your posts, you should be sure to like and reply to their comments.

You don’t want to hide the fact that there is a real person (or real people) behind your page. Or make people feel like they are interacting with a brick wall.

This rule is especially true for comments where someone asks a question, but you should like and reply to every comment you get.

This not only encourages people to keep engaging with you and your page, Facebook will also give the user a notification which will bring them back to your post.

What about negative comments? You should reply to those, too. Keep your tone professional and light-hearted if possible.

That being said, there are some comments and commenters that aren’t worth interacting with. If you encounter a troll or someone who is using crude/inflammatory language on your page, feel free to delete their comments and block them.

Use your best judgment to decide what negative comments fall into which category. You don’t want to run from negative comments, but that doesn’t mean you have to let people spam your page either.

 9. Get on Camera

Plan on creating video content for your page and even consider streaming live on Facebook. Facebook itself has said that video content drives higher engagement and interactions from users compared to other types of content on the platform.

When it comes to video, don’t think you have to make big-budget commercials for your practice. A simple video tour of your clinic or staff introductions are great pieces of content.

You can also create valuable exercise videos for people in pain. With any videos that are directly related to physical therapy, just make sure that you extend an invitation for viewers to visit your clinic in-person.

10. Let’s Get Visual

Similar to video, you want to share some purely visual content on your page as well. Facebook prioritizes content that doesn’t try to take users away from the platform, so your content will show up in more timelines.

Plus, sharing photos and images garner 87% more engagement than links and text post.

11. Try to Collect Email Addresses

With any form of marketing, you want to invite people to take the “next step” towards working with you.

This could be a direct invite to schedule an appointment in your clinic or a request to get people to sign up for your email list.

Growing your email list may not seem as impactful as getting someone to visit you in-person, but it’s still advantageous.

Someone who likes your business page won’t see everything you post on their Facebook timeline. Over the years, Facebook has shortened the organic reach of page posts and updates.

But none of that matters once someone is on your email list. At that point, you are no longer bound by Facebook’s algorithm. You can now continue to build a relationship with this person by showing up directly in their inbox.

Here’s a great email marketing resource to help you convert subscribers into patients.

12. Use Paid Advertising to Reach a Wider Audience for Physical Therapy Marketing

Our tips so far have focused on organic social media for PT marketing, but paid advertising is a great method if you want more direct control over your results.

With organic, your posts will reach some of the people who like and follow your page. With paid traffic, you can target a completely cold audience. Meaning, people who have never heard of your business before.  With this expanded reach, private practice owners have the ability to control their new patient flow by attracting direct access patients.

At Breakthrough, we’ve found that advertising physical therapy workshops is a very cost-effective way for PTs to advertise on Facebook. Ads for workshops attract people with a need for the services PTs provide and gets them off the computer and into your practice for the presentation.

There are many different moving parts to this process, which is why we created the Growth X system to handle them all. Growth X covers Facebook advertising, landing pages that capture new patient leads, workshop tools to track individual progress toward becoming a patient, and an automated email system that increases workshop attendance​.

Let’s chat about your private practice’s current struggles and see how we can partner up in growth!

“I need to get New PT Patients…NOW.”

This is the #1 problem facing the market right now. How to get more patients immediately…

Most of us risk insolvency if we can’t solve this problem.

For those of us who can solve it, we can gain market share at an unprecedented rate – with a flipped PT job market and rock bottom marketing/space costs.

In the past few months, the team at Breakthrough has experimented with new campaigns like Virtual Workshops.

But we’ve largely relied on a few fundamental marketing strategies to solve the problem of ‘how to get more patients’. The strategies themselves may seem simple, but don’t let that stop you. Actually implementing them will produce results and set your practice apart from most business owners (who have reduced and in some cases completely shut down their marketing efforts).

For example, here’s a story from an owner in the Breakthrough community:

This is a pretty remarkable rebound.

But there’s a deeper story which can be easily overlooked:

1. The people who made it happen: Deepak and his team.  Deepak is in my list of top owners ever in one significant category – Study. 
   
   He’s an amazing student and is genuinely interested in growing his practice and learning the best marketing methods to help with this.
2. He and his team take action and implement.  When asked about the secret to his success – Deepak will frequently say, “I just do what I learned here” 
   
   Sounds simple enough, right? 
   
   Well unfortunately for most of us, we seem to struggle doing that.  Deepak implements the control first – then will adjust based on his metrics.  He and his team will start with the fundamentals, then progress as they learn, and update the technique to make it their own.
3. They are successful in a nearly impossible environment.  In the greater Edmonton area, Deepak and his team compete with a free healthcare system (you can get physio for free down the street). 

Yes, Deepak is in Growth X and has access to software that automates his marketing.

But it all starts with taking action.

You can do the same. Here’s how…

How to Get More Patients NOW: 3 Effective Steps

1. Market to your past patient list ASAP.  At Madden PT, we just ran a our Greatest Promotion Ever at all 5 locations.  The result of that was 50+ Plans of Care. Deepak mentioned calling clients personally, but you can also use email for this.  Your patient list is the most valuable asset in your business, but only when you nurture it and engage with the people on it. 
2. Market to the general public.  Pick a niche – a specific target market – and make sure it’s someone who your clinic can treat profitably.  Host an in-house workshop that will appeal to this demographic.  One example would be a free event for back pain sufferers.
3. Send a fax to physicians, NPs, PA-Cs letting them know you’re open.

An easy way to take action is with the Single Question Email. This one strategy can quickly produce multiple plans of care in only a few hours.

Not only that, but it’s a great way to engage with your email list in a way that past patients will appreciate now more than ever.

Click here to download the Single Question Email template for free. It shows you how to put together the initial email and also how to handle the replies you’ll receive.

There are three markets you can target to attract patients to your clinic and successfulyl grow your practice:

• Physician referrals
• Direct to consumer
• Past or current patients

When it comes to marketing, most focus is put on external marketing – going direct to the consumer to get  brand new patients. 

However, internal marketing –  marketing to your current and past patient list – is a strategy that should not be overlooked. Here are five internal marketing campaigns you can use to market your practice and re-engage past patients. 

These campaigns are a great first step towards getting your practice  “back to normal” after COVID-19.

1. Green Ink Letters

Green ink letters are powerful marketing tools because they’re personal to the patient or referrer. It’s a one-to-one interaction that’s packed with personalized attention and value. 

At Madden PT, we send out green ink letters when a patient graduates a program. We also send them to physicians who refer patients to us at the beginning of the patient’s plan of care. We include how the initial evaluation went, along with a promise to keep them updated on their care. 

The benefit of using green ink letters is that you can write these any time. Make them personal to the patient using something you’ve discussed with them to strengthen that connection. Also, don’t forget to include a soft call-to-action to encourage engagement. This doesn’t have to be a sales message or asking them to book an appointment, but it should be enough to get them to take the next step.

Extend an open invitation to visit your clinic again if they have any other issues or simply let them know that you and your staff are available to help anyone the patient knows who may also be in pain.

2. Patient Newsletters

Some practices print newsletters to mail or distribute in the office, while others offer a digital newsletter. Our patients respond better to receiving something physical in the mail, but there’s no wrong way to go about creating a patient newsletter.

The important parts of a newsletter are:

Non-PT-Related Content

Some of your content should have nothing at all to do with PT. This could be a staff member spotlight, a new hire, holiday traditions, or anything else your patients might find interesting. We’ve found our patients love to learn about our PT team and keep up to date with what’s going on in the practice. 

Relevant Content

Relevant content will have something to do with PT and your practice. It could be a patient testimonial, success stories, or an exercise of the month. Skip the scholarly articles on PT-related topics or anything you’d discuss one-on-one with a patient.

Call to Action

Every newsletter should have a call to action. We use a standing insert inside our folded newsletters. It’s an 8 ½”x11” page, front and back, that’s often used to highlight an upcoming workshop, free exams, free reports, or something else of value. We’ve found the freebie is most effective when people are getting information from it.

3. Patient Interviews

This is one of the most important roles of an internal marketer in your practice. Our internal marketer meets with every patient three times during their plan of care: once at the beginning, once in the middle, and once at the end.

The first goal is to establish rapport with the patient. The second goal is to ensure the patient is staying compliant with the plan of care set forth in the initial evaluation.

A lot of times, the conversation has nothing to do with PT. Talk about their interests and get to know them so you have a meaningful connection with each patient.

The second interview is your opportunity to get their feedback on how things are going and whether they’re seeing any progress. This is a great opportunity to educate them on what they can expect next in PT.

During this interview, we like to bring in cash pay services (we also do this during the first interview) to see if they’d like to continue with them. Some patients prefer these services after having gone through most of their plan of care when they know how things are progressing.

In the discharge interview, we get a picture of the patient with their team and celebrate the end of their plan. This is the point where we ask for referrals, online reviews, and testimonials since we’ve already built a great rapport with the patient. 

During the discharge interview, we also book a follow-up appointment for a couple of months later. Our purpose in doing this is to take measurements and make sure nothing has backtracked. But it also helps us keep the lines of communication open and stay top of mind with the patient since they’re not coming into the office as frequently, and we’ve actually reactivated a lot of patients this way.

4. GPE – Greatest Promotion Ever

Choose a day to offer free screenings to friends and family members of patients and past patients. We have five teams, so we try to do ten free screens for each time at a half-hour per screen. You’ll also want to plan for five weeks of marketing after the event with emails, newsletters, Facebook Live videos, and other content. 

5. Killer Testimonial Machine

Last but not least, we love the Killer Testimonial Machine, which is a wall of patient testimonials that new patients see when they walk into the clinic. This shows them how many patients have gotten great results and gives them hope for what they can expect. It also establishes celebrity, authority, and expertise for the PT to boost their credibility.

All of these marketing tips are excellent for bringing past patients back into your practice, and they’re easy to implement when you can hand them off to a marketing person.

Download my Internal Marketing scorecard to see how we utilize this position at Madden PT and how you can add an internal marketer to your team.

Consistently fill your schedule with new patients by creating a marketing calendar for your clinic.

One thing that private PT practices have in common is that they thrive on consistently filled schedules. You know you have a lot to offer your patients, but first, you’ve got to get them through your door. 

That’s where marketing comes in. This is your chance to spread the word about your practice and services and how you can help others get back to normal naturally. Using a marketing calendar to guide your efforts can help you plan out activities and ensure your schedule stays full. Here’s how:

What Is a Marketing Calendar?

Simply put, a marketing calendar is a written plan of your marketing activities for a given time period. You could create a calendar for the next month or even for a whole year at a time. 

Your marketing calendar should include all three of your target markets:

• Physician referrals
• Direct to consumer
• Past or current patients

Why Do I Need a Marketing Calendar?

Much like any type of calendar, a marketing calendar allows you to work a few steps ahead and avoid having gaps in your PTs’ schedule—and, ultimately, your practice’s revenue. It also allows you to maximize the space you’re in to ensure you’re getting your money’s worth. Why pay for a 3,000-square-foot space when you only have 50 patient visits per week?

More patients = more revenue, which helps transform your liabilities (e.g., personnel, equipment, space) into assets. You’re already paying for these, so it makes sense to generate as much revenue as possible to help cover the costs. 

In addition, having a planned out marketing calendar ensures you’re not overlooking any of your three core target markets. For example, if you have a past patient list but file it away and let it collect dust, there’s really no value in keeping it. You might not give it a second thought for months or years. But having past patients on your marketing radar (and the calendar) can help you maximize its value and give you more opportunities to grow or maintain your practice.

Using a marketing calendar to target your three markets also allows you to divert your dependence on physician referrals. There’s no doubt that physician referrals aren’t what they used to be to a typical private practice. Designing marketing activities around other markets allows you to capitalize on more revenue opportunities.

Most importantly, once you create a marketing calendar, you can use it as a template for your entire marketing department and stop reinventing the wheel. This is part of creating a marketing system that will give you more time freedom, less guesswork, and better financial stability in the short and long term.

How to Build a Marketing Calendar

When creating your calendar, it’s best practice to work backward. Ask yourself: What do I need to do to fill my schedule, as well as the overall space? 

To do this, you can use your space’s capacity and availability to figure out how many patients you need to see in a given time period (e.g., the number of patients per day, week, month, etc.). This number should help to guide your marketing activity planning to ensure you’re meeting your space’s goals.

Once you know your goals, you can start planning activities that will help you achieve them. Here’s a quick breakdown:

1. Pick a Month to Plan

The best place to start is to look at the following month and start planning. Look for any holidays that could reduce appointment availability when calculating how many slots you have to fill.

2. Gather Larger Planning Pieces (Quarterly or Annually)

If you have a quarterly or annual calendar, you’ll want to review these pieces to ensure your monthly activities align with your greater goals. Annual and quarterly planning is usually more general, while weekly and monthly focus on more specific goals.

3. Choose a Market

Pick one of your three target markets to focus on for that month. Most practices aren’t investing a lot of time, money, or resources in marketing to physicians, so this will likely be your past patients or the general public.

4. Review Past Successes and Failures

Think about what marketing activities have worked well for you in the past—and which ones haven’t. What media did you use (e.g., Facebook ads, direct mailers)? What was the message that worked? 

5. Decide How to Execute the Campaign

There’s a lot that needs to happen to set your campaign into motion. Your goal is to break down those steps and figure out what you need to do to launch. For example, if you’re running a newspaper ad, you probably have to meet specific deadlines to get published in a specific run. 

6. Repeat Steps 3-5 for Other Markets

If you have the time, budget, and resources, repeat steps 3-5 for another market. Maybe you’re doing a workshop for the general public but also want to do a reactivation event for past patients. Once you start planning your marketing activities, you’ll have a better idea of how much time you realistically have to connect with prospects and bring them into your practice.

Campaigns to Choose From

Marketing activities are organized by campaign, with each campaign having its own steps to execution. Some of the ones we’ve found to be the most impactful are:

• Patient & physician newsletters
• Captured audience workshops
• In-house & virtual workshops
• The Greatest Promotion Ever (GPE)
• The Single Question Email campaign

We’ve also tested other types of campaigns, like the recent in-house book signing we did for current patients. It’s best practice to review what’s worked and hasn’t worked in the past and double down on what you know will bring results.

You can download a free Marketing Calendar Template to use at your practice.

In-person workshops have proven to be the most effective way of converting the general public into direct access patients. 

During the COVID-19 crisis, many owners in the Breakthrough community have experimented with online PT workshops. Making the switch from in-person to virtual workshops isn’t as simple as you might expect, but the results have been similar. 

Here are some ways you can get the most out of your online PT workshops to make them even more successful and worthwhile:

1. More Engagement = More Appointments

Engaged audiences are more likely to become patients than passive participants. 

But holding someone’s attention is much easier when you are giving a presentation in front of them, face-to-face. With virtual workshops, attendees are at home watching on their computer screens and only one click away from checking social media or otherwise being distracted.

Giving simple directions like “Look at the screen” during your presentation can recapture their attention and pull them into what you’re talking about. Give them directives and keep them in the moment. 

2. Stick to the Format

It’s easy to go off course in an online workshop, which is why we recommend sticking to a format that logically moves you through each part. Download the free Online Workshop Template to discover a proven format for structuring your physical therapy workshops.

Practice it to get comfortable in teaching an audience that isn’t right in front of you. 

3. Focus on Your Final Five Minutes

No matter how long your workshop is, the last five minutes are always the most critical, as you’re giving your audience the call to action to move forward with you. The CTA should be clear so that people go right into scheduling an appointment with you.

Make sure your “next step” is congruent with the online format and avoid asking attendees to do anything that would require them to leave their computer. 

Other Ways to Set the Stage for Success

There are several moving parts to conducting a successful online workshop, and knowing these parts can help you get one step closer to your goal.

First, you need to have people in pain watching your workshop. This is where strong workshop marketing skills come into play. If you don’t have the right audience in seats (or the right eyes on your presentation), you’re not going to get the results you expect.

Second, you need to know what to say that’s going to trigger conversions. This is different from in-house workshops. It takes more engagement, more interaction, and more conversations to help people feel safe enough to come in for an appointment.

Also, you need a follow-up sequence to follow up with people who didn’t schedule an appointment right away. Again, this looks a little differently than it does for in-house workshops because it all takes place online. 

And finally, you need to understand the right levers to pull to get the most engagement from your workshop. 

If you’re like most practice owners, online workshops are new to you and you may be wondering how to get started.

That’s why we created a free Online Workshop Template that shows you how to create a presentation that will maximize conversions. At Breakthrough, we’re purpose-driven and want to help people get back to a pain-free life naturally, and the best way to do this is through private practice owners like you. 

Download the Online Workshop Template to get started today!

This video is for Private Practice owners looking for strategies to get new patients in the current market.

Social distancing and quarantine measures mean that hosting in-person workshops isn’t an option for most practice owners.

And even as more and more states open back up, it will still take time for the general public to feel safe in group settings.

At Madden PT, my team and I have been experimenting with virtual workshops. The process was modeled after our traditional in-person events, and we invited people from our social media and email list.

We had about 60 register, and from that we had 10 people sign up for an initial evaluation.

I know a lot of owners are considering hosting online events, so I decided to create a short video training to share my tips for getting the best results from this new style of workshop.

I’m also making my Online Workshop Presentation Template available to download for free.

[expand title=”Click to Read Full Video Transcript”]
Chad Madden:
Hey, everybody. Chad Madden here with Breakthrough. This is simply attracting new patients with online workshops. This is specifically for private PT practice owners who want to grow in today’s marketplace with everything that’s going on right now. So essentially, we’re taking the offline, the in-house success that you’ve seen hundreds of owners do, all 50 States, 12 countries internationally, and we’re taking that and transitioning it to an online format to adapt with the times and be able to continue to attract new patients that need our help.

Chad Madden:
So some quick success here. You can see Luke and Ashton down at Texas adapting this already, and then in Michigan, Andrew Gorecki, Andrew applied this, did the online workshop, ended up with 17 free assessments. And by the way, Andrew is a pioneer in this, adapted very early on, took this, ended up doing his own stuff and did really well. So, our hope is that you can get the same exact thing out of this.

Chad Madden:
The purpose and our purpose here at Breakthrough is to help people in pain get back to normal naturally. The best way for us to do that is to work with practice owners like you in your community and help you do these online workshops. So, this workshop deck, where they call it a deck because it’s like a deck of slides, was designed with the same, exact six-step process that I personally use in my own online workshops. And another big point that you should realize is online workshops are different than in-house workshops. For example, we’re going to talk about engagement. Right? When I’m doing an online presentation, I can’t really see what my audience is doing. They could be texting on their phone, they could stand up and go to the bathroom, and come back, and I would never know that. Right? They could be watching a TV program with, I’m in the background. That’s not the case with an in-house workshop.

Chad Madden:
So, we want to be able to change our strategies for online workshops because it truly is different than hosting an in-house workshop or a live workshop. And also, I have training for you which will help you get the most out of this tool in your online workshops. We’ll talk about that here in a minute.

Chad Madden:
So, three tips to get the most out of your online workshops. Number one, we talked about this already, but more engagement equals more appointments. So, very important that you’re bringing people back to the screen. Pay attention to this, write this down. You’re giving them directives in terms of, basically, paying attention. And when you do so, when you get them to share, you’re going to be able to schedule more appointments. We learned that… Significantly, it was a huge change from our first workshop to our second.

Chad Madden:
Number two is it’s going to be easy to deviate when you have online, when you’re doing an online workshop, maybe you get lost in a story or something like that. You want to stick to this exact format that I’m showing you here. Six steps, very, very simple, and most importantly, in sticking to the format is you want to focus on and pay attention to, you want to practice this the most, what you say in the last five minutes because that is the thing that you must nail. You can’t deviate and go into answering questions at that point. You have to have a very call to action so that people are going right to scheduling an appointment.

Chad Madden:
And when I taught in-house workshops, and we’ve been teaching that for the last five or six years, again, with hundreds of owners from everywhere, when we’re teaching that, we talk about the last five or 10 minutes is the most important point. It’s even more so. It’s even more accentuated right now. There is more stress on this in an online workshop than there is in-house, and it was the most important thing, the primary thing to practice and focus on. And in an in-house workshop, it’s even more so important right now.

Chad Madden:
There’s some other things that you need to be successful. I’m going to give you four other steps here. Number one, you need people in pain that are actually watching your workshop. Right? So, you have some workshop marketing where, when we were doing this in house, it was called Butts in Seats. Right? Getting people in the room? Right now, you want eyes watching your presentation. Right? You want people watching your presentation.

Chad Madden:
Number two, is you want to know exactly what to say to increase engagement into conversions. It’s different than in-house workshops, especially during this time. We call it, the pay line has been pushed back. So in an in-house workshop, 60 days ago, 90 days ago, people would register for the workshop, and somewhere between 10% and 25% would schedule an appointment and a plan of care before the workshop even happened. That low hanging fruit is not there in these times right now. We pushed the pay line back. It’s going to take more engagement, more conversations for people to ultimately feel safe enough to come in, regardless of the area of the country that you’re in.

Chad Madden:
Also, you want a follow-up sequence after to convert those who did not schedule right away. That’s really, really important. And also, there are three key levers that you should be pulling to get the maximum leverage out of your workshops. And if you’re not doing these, yes, you can run an online workshop. You can check the box, but pretty good chance nobody’s going to schedule. You want to make sure you’re pulling these three leavers so that you’re getting the most out of your workshops.

Chad Madden:
What I’ve done for you is I created a special training called, How to Deliver an Online Workshop that Converts. And in this, we’re going to be talking about how to market your workshop. By the way, we have the former head of online Facebook learning, who actually worked for Facebook, walking you through this in addition to her, Kathy Borkowski, she’s also sharing and presenting with you in this training with Carl Mattiola, the co-founder here at Breakthrough who was the head of online sales at Tesla. So, they have huge experience there marketing your workshop. That is in this course, avoiding the most common work workshop mistakes. We talked through that as well in this training. And then a step-by-step guide and presentation so you know what to say and why you’re saying it for maximum conversions.

Chad Madden:
Now, normally, we would sell something like this for $500. We’ve sold trainings like this for a thousand dollars or more. But because of the times, because we want you to succeed and remember we’re purpose-driven, so we want to help people in pain get back to normal naturally. Again, the best way for us to do that is to work with you. Dedicate a private practice owner who’s helping people right now. So, we want to give this to you for free, and it’s free for everybody that joins Breakthrough University. What is Breakthrough University? It’s training and content, and it spans your entire organization.

Chad Madden:
The key thing here is that it’s not outdated, ivory tower philosophy, it’s not theory. This is what is working right now in the trenches of private practice PT. Just like you saw Luke, and Ashton, and Andrew sharing their wins of people that are implementing and applying right now. It’s the same thing here. It’s training and content that is up-to-date. This is what is working today. We have that for you at Breakthrough University. You also get access to a community of like-minded private practice owners. And right now, in this group, there are over 1300 owners, again, from all 50 States, 12 countries internationally. I know we’re all different. We all feel like our business is unique. However, whatever stage of business you’re in right now, there’s likely somebody in your area already learning in there and sharing, and they’re likely at the same stage that you’ve been at. Right?

Chad Madden:
So, you can find people that are at the same stage as you, whether you’re a startup or whether you’re a private practice vet, you’ve been in there for four decades. Or, there’s likely somebody that’s in your same marketplace or a similar marketplace like you somewhere else in the country or even somewhere else in the world. There’s also accountability. We have these inside circle implementation calls where we hop on with a group of owners, and we help you implement whatever it is that you’re stuck on. So again, they’re called the inside circle calls.

Chad Madden:
And in the big picture of marketing, what we’re really trying to do is we’re going from a trickle. We’ve all at least been affected in some way by our current crisis and situation, right? So we’re going from a trickle, and we’re rebuilding to a flood. There is an exact sequence of how we do that. And workshops are actually step number four. And online workshops fit in there as well. So, realize that this is part of a bigger picture for you, and we want to make sure you’re able to fill in all those gaps and ultimately, get the most out of, not only your online workshops, but be able to grow and leave an impact in your area, again, far beyond, far stronger than what you were before this crisis. Right? So, very cool stuff there. Again, this is Chad from Breakthrough. Thank you for watching, and I’ll see you in the next video.

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