Yorkville limo Midway .. Chicago Drug testing

Your Practice is Only as Valuable as Your Referral Base

Many physical therapists in private practice have the appearance of a very successful business that is built on the backs of about four to five doctors. Now if anything would happen to any of these guys, the value of these practices would drop markedly. How can you run a practice for many years and then take a good look at it and realize that you have five doctors that represent more than 50% of the referral base? Exactly how can that happen?

Well, it's quite simple really. When you start your practice you have a couple doctors who kind of like you and offer to send you some patients. When the numbers are down and you've got to go out and stimulate more referrals, it sure is a lot easier to go and talk to the guys who already love you and are referring and try to get them to send more. If you're very successful at doing just that, what ends up happening is the group of doctors that you've gone out and knocked on their doors and spoke to end up sending you quite a bit more. Well, that is always great provided that the doctors always love you, decide to never open their own practice, and do not die.

What if there was a way that you could broaden your referral base and get many doctors sending you a few new patients every month to create a more long term stability, so when one goes on vacation the stats don't crash?

In order to understand how things work in regard to getting business and growing your practice, you have to take a good honest look at what does not work consistently with every private practice physical therapist. For example, we go out and knock on doors of the doctor's offices when we don't know the doctor and the doctor does not know us. We think that we are going to get this opportunity to sit down and talk to him and he will just be elated and send us droves and droves of new patients. Deep down we know that if the doctor doesn't already love us he's really not interested in talking to us, but yet we go out and do it anyway.

Now let's draw a parallel to a vendor that comes in wanting to sell you some piece of equipment, say an e-stim machine. The guy comes in, he brings his device with him, and he sits in the waiting room and waits for you. You come out and say hello. You talk to him for a few minutes and you have no interest whatsoever in buying another e-stim machine. But instead of telling him you're not interested, you're polite and you ask a lot of questions about it. You ask how much it is and are their any kind of payment plans for it, etc. But you know you're not going to buy it. Why? Well, one, you may not need it and two you may have a vendor you prefer to work with. But it's somewhat rude to tell the guy to get lost. It's the same thing with doctors. If you get an opportunity to meet with the doctor he or she most likely is not going to be rude with you. They're going to ask questions like; "Tell me a little about your practice?" And you will go on explaining your philosophy and what kind of treatment that you do and all the letters after your name and what makes you better than anybody else.

Have you ever noticed that when you're talking he's looking at his watch? He's got his hand on the wall, leaning towards the door and yet you continue on. It's the same kind of thing you do when the vendor starts talking to you about that e-stim machine. You say "Well, tell me a little about it." And you look at your watch and you lean towards the door and you dart your eyes left and right towards other patients or other staff hoping that someone will bail you out. Doctors do the same thing. Hopefully we can see that.

There are exceptions to this of course. There are the doctors who know you and love you. They know your good work and know of your competence. Those guys you actually can go and sit down and talk to them and they will be interested in what you have to say because they know you're good and they know you get results. Doctors who don't know that will pretend to be interested in what you have to say.

Have you noticed that some doctors won't meet with you unless you buy lunch for the entire office? That ought to tell you something. One, he's not interested in speaking to you and two, neither is his staff. Quite honestly, you will have better results buying lunch for a doctor's office that is referring to you, but you don't stay. In other words, you purchased the lunch, you make sure it arrives, you make sure they know it came from you and you leave. At least the staff members who were sitting there eating will say something nice about you. Like "Wow, that's pretty nice of that practice to swing by and buy us lunch." You probably forced that practice to have a staff meeting. Which isn't all bad. But if you stand up there and talk for 20-30 minutes about your practice and your philosophy and everything else, believe me, if it's the kind of physician that requires a lunch in order to meet, the staff and the doctor have heard the story and the song and dance many times.

In other words, if a doctor requires you to buy lunch for the entire staff in order to have a few minutes of his time, you're wasting your money and your time.

Let me ask you a question. How do doctors who don't know anything about you feel about you trying to educate them on patient conditions? Do they appreciate it? Do they heed your advice and do they welcome it? Probably not. Of course, your attention goes to the exception, Dr. Jones, who just knows that you're the best guy in treating spine conditions in the state and he will listen to every word you have to say.

All I'm talking about is the doctors that don't know you. When the doctor says tell me a little about your practice, you start educating him about your philosophy of treatment, about how you treat a spine condition that is different than anybody else, or what different studies report, etc. And you'll find that the guy who doesn't already know that you're the best in town will be kind of bothered by a physical therapist spouting off that they know everything. Now many physical therapists feel that they know a lot more than physicians do about physical therapy's ability to help musculoskeletal conditions. They have to keep that to themselves. In actual fact, from the point of view of the doctors, they know more than the physical therapists do. PT's don't have to accept it to be true, but they do need to accept that it's the doctor's viewpoint when they talk to doctors.

It is because of this tendency of physical therapists and practice owners to want to educate doctors on their services, to want the doctors to know they're the best physical therapists or clinicians in town, that they are not the one to go out and cold call doctors. The best person to go out and represent your practice is somebody who doesn't know anything about how to treat somebody. Let me show you how it works. Let's say that you've got this reputation for your spine rehab program, that people woo over it, that it's well know to be the best in town. And somehow everyone knows.

Then you have somebody who is a non-clinician go into their office and have a chance opportunity to meet with the doctor. The doctor says "Well I've been hearing an awful lot about your back rehab program. Can you tell me a little bit about it?" The non-clinician simply says, "Well doctor, I would love to tell you all about it, but in actual fact, what I notice is a patient comes in and they can't even sit in the chair, they have to stand up and hold onto the back of the chair and then after a few treatments they're walking out feeling great. I really don't know how they do it. But all I know is that the program works."

Believe it or not that will create more interest, than if you would have told them how you treat and your philosophy and what techniques you use, etc. It has a bigger impact for him not to know exactly how you treat things. Try it, you'll see. But again, the worst person to represent your practice is the physical therapist or practice owner.

Shaun Kirk is President and Co-Founder of Measurable Solutions Inc., a consulting firm engaged in all areas of business management. Measurable Solutions trains entrepreneurs and executives how to be consultants to their own businesses, so they not only can expand their own business but any business. With his partner, he has built the most rapidly expanding company of its kind in the world. Visit his website at http://www.measurablesolutions.com

In The News:

A man's medication for alcohol dependence caused him to have a strange reaction to hand sanitizer, according to a new report of the case.
Objects were described as circular, "edge-brightened discs"
Bill Nye the “Science Guy” shared a public service announcement about face masks and how effective the materials used to make them are in a pair of TikTok videos Wednesday.
The world’s rarest gorillas have been caught on camera with babies for the first time, much to the delight of conservationists.
A photographer in Wales took hilarious photos of four goats that appeared to line up outside a closed barbershop, British news agency SWNS reports.
A few days after reports emerged of a 4-inch reptile that was a relative of the dinosaurs, researchers have discovered the fossilized remains of a baby raptor in Alaska.
Native Americans and Polynesians made contact 800 years before European explorers reached the islands, a new study says.
More people could die from COVID-19-related hunger than the disease itself, warns a report from campaigning group Oxfam International.
At the end of the last ice age, Indigenous miners in what is now the Yucatan Peninsula, Mexico risked life and limb — venturing into pitch dark caves illuminated only by fire — to extract a prized mineral, a new study finds.
Skywatchers in the northern hemisphere are enjoying the sight of a newly-discovered comet this month.

Big Successes Never Happen Overnight

Treat your business as a serious, full-time business and be... Read More

Outsourcing and Virtual Assistants: Small Business Saviors

Work smarter, not harderWhat is one of the best ways... Read More

Old Data in Database Marketing Software

Database Problems in MarketingI have been working on a direct... Read More

Financial Dose for Business

The goals of businesses have undergone much evolution from the... Read More

Mobile Pressure Washing and Cleaning Scheduling

If you own a mobile car washing, pressure washing or... Read More

How to Bond a Business Relationship

When should you create a foundation in order to solidify... Read More

How to Raise Your Fees and Thrill Your Customers

Think the best way to get more customers is to... Read More

The Business Failed, But Did You?

Q: After years of dreaming about starting my own business,... Read More

Setting Up a Pressure Washer Rig to Clean Concrete

Maximum efficiency in the cleaning industry is a key to... Read More

Boy oh Boy, The Obstructions and Obstacles

The bad things starts with the letter 'O'?.like Obstacles, Obstruction,... Read More

Family Business and Conflicts

What is a Family Business? A family business is basically... Read More

Five Facts and One Motivating Factor Behind a Successful Home Business

All legitimate home business entrepreneurs insist and announce loud and... Read More

Cleaning Service Stations with a Pressure Washer

Fuel prices these days are quite high and they take... Read More

Lack of Vigilance Can Harm the Bottom Line

The easiest way to lift profits is to cut the... Read More

5 Steps To Success for Small Business Owners

Everyone wants to succeed in life. Most people want to... Read More

Are You Ready to Own and Operate a Business?

How often has someone thought of starting a business based... Read More

Cashing In Your Chips & Pastures New

No, I'm not talking about gambling or dairy cows ?... Read More

Starting a Small Business: Balancing Risk and Reward

In a perfect world, starting a small business would be... Read More

Concrete Cleaning Discussed at World of Concrete Expo 03

If you are in the pressure washing business and are... Read More

Small Business Operators - 7 Reasons You Should Change Your Accountant

A recent survey showed that only 28.7% of small business... Read More

Encouraging Your Customers to Pay On Time

Nothing can drive a business down faster than customers who... Read More

Low Cost or Highly Funded Start Up

Many new ventures are preoccupied with all the money they... Read More

Got Stimulation?

An observation while returning home from a seminar: Getting away... Read More

Window Cleaning Business Future Challenge With Self Cleaning Glass

Self-cleaning glass has been talked about a lot, with such... Read More

How to Get Maximum Results With Minimum Effort

Get maximum results with minimum effort. Sounds great doesn't it?... Read More