Over here at BPTM we’ve developed something we like to call the “Killer Direct Access Marketing System“.
It’s a PT marketing system that’s gone through several revisions, has been iterated over time and honed to near perfection. Today it is an effective system to help get Private Practice PT Owners more Direct Access patients.
Wouldn’t it be great if you knew you had a SYSTEM that was guaranteed to bring you in new patients…if you followed it to the letter?
During our Physical Therapy Marketing Summit and Business Conference, our owners usually walk in feeling overwhelmed. We throw a lot of information at them and it can seem like too much. But one of my favorite parts is when we get through the events, owners tell me “Now everything makes sense.”
Here’s the thing about the Killer Direct Access Marketing System, you have to use ALL of it. You can’t just pick and choose the shiniest object. You have to use all the different parts, in the right order, and with the right strategy, in order to get outstanding results.
So without further ado, let’s go through the Killer Direct Access Marketing System.
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The Killer Direct Access Marketing System
The overall template goes like this:
Step #1: Lead Magnet
Step #2: Tripwire
Step #3: Core Service
Step #4: Cash Pay on the back end
Step #5: Return Path
Step #6: Referrals
If you’ve studied marketing, you’re probably nodding your head at some of these terms. However if you don’t recognize them…don’t worry. I’ll show you how we use this template to develop and Learn the Direct Access Marketing System.
Step #1: The Green Ink Letter
The Green Ink Letter is our lead magnet. It’s really the glue that holds the entire system together.
It’s a system we use to both with our cash pay patient base and also our referral sources.
Step #2: 7 Step Killer Exam
This is our trip wire. It’s right before our Core Services, and it’s an exam we teach over here at Breakthrough PT Marketing
It’s essentially 7 bases that every therapist should touch during the history portion of the initial exam (the 97001) to ensure that the patient is going to be compliant with the plan of care.
It ensures there is understanding of what the patient has wrong, what they are working on, and what successful treatment would look like, and there is agreement between both parties.
Many potential testimonials have been lost because of a lack of clear communication between therapist & patient. This ensures this won’t happen.
Step #3: The Killer Testimonial Machine
After you deliver the plan of care, you have to deliver something we call the Killer Testimonial Machine.
By the way, it’s important you do this in this order.
Some owners jump straight to Step #7 which is a Workshop…but this ends up being counterproductive. They don’t have a tight funnel, and end up losing a lot of money. They don’t get a good return on their investment.
The Killer Testimonial Machine is where you are making a testimonial as part of their medical record. Whether it’s a simple patient photo you are getting before treatment starts, or a patient video you shoot, and then you compare it with a similar piece of media you take after successful treatment.
Step #4: The Greatest Promotion Ever
This is one part of the system some owners miss. When I’m talking with some Killer Marketing alumni, they’ll say “Hey Chad, everything is great! My business is up 50% from year to year… but I’m really not getting anything out of my past patient base.”
And every single time I’ll say, “Have you run a Greatest Promotion Ever yet?” to which they usually reply they haven’t.
The Greatest Promotion Ever is an effective strategy to tap your past patient base. We’ve had some really great success stories from this tactic.
I remember a private practice owner who was in a desperate spot.
He needed an immediate boost in his private practice, and he needed it yesterday.
He ended up sending 300 pieces of mail out for his Greatest Promotion Ever and got 31 plans of care out of that.
It was amazing. An immediate spike, giving him some much needed breathing room.
Step #5: A Consistent Patient Newsletter
You’ve already heard us talk about having a patient newsletter, and you probably already had one before you came across BPTM.
In our Killer Marketing Training, we talk about how to do this with actual print (so direct mail) and also how to compliment do it the right way with email.
Step #6: Referral Source Newsletter
This is becoming less and less important in our system.
When I started private practice PT, we were relying primarily on this to drive traffic into our funnel.
This isn’t the case anymore. Now we want referral sources to keep the door open for all the Direct Access patients we’re seeing. We want them not to block the patients from coming here and going to the hospital or going to their own POPTS practice.
We instead want them to sign the plan of care and let them come to our physical therapy facility.
Step #7: Workshops
This is the final step of the system, and the part most owners want to dive immediately into.
And I don’t blame them. Workshops are sexy. How great would it be if 90% or even 50% of your private practice new patient volume was Direct Access?
These patients tend to be great. They are willing to overcome time, money and distance just to get to you.
There is an entire system on how to run workshops, how to go through the media in your local market, how to test your offer and get the best return on your investment.
There’s a science to this, and if you do it wrong, you can lose a lot of money.
Summary
That’s a brief overview of the Killer Direct Access Marketing System.
As you can see, each part of the system complements the others. Taken alone none of these tactics will get you the patient volume you desire, but when combined, in that order, you can boost your patient volume by up to 200%, 300% or even 600%.
Some private practice owners will see the shiny metal object and jump right into that, and neglect everything else…however they won’t get to see results.
But if you slow down, go through this and build it out in order…then the sky’s the limit.
To you success,
Chad
P.S. If you want to know if the Killer Direct Access Marketing System will work for your PT practice (and how it can make your practice EXPLODE with new Physical Therapy patients), then you can learn more with our system and courses.
It is a quick application to see if you might be a good fit for the system.
Keep in mind, it has worked for over 400 practice owners across the nation to increase their patient visits/week, hire new PTs & staff, and automate their practice with systems.
It is only for Private Practice Owners (no POPTS, HOPTS, Chiros etc.)
