We all have drop offs and most people don’t do anything about it. Everybody identifies it but nobody really seems to do anything about it and embrace the change. They keep doing the same thing and wonder why they have the same results. If you don’t embrace the change, you’re not going to see the change in your practice.
We’re going to talk about the basic steps to get you moving:
First, identify the places that you can improve. Look around. See what is out there. There’s a lot of help and today, there’s Facebook and LinkedIn. There’s people out there who are willing to help you and they’re giving away their content for free.
That’s what I’m doing. I’m here just trying to give it away and just trying to help some people out. If you have any questions on drop offs or ways that you can identify them, stop them, and manage them.
A lot of owners and practices get lost because they don’t map the process. You have to take a deep dive into the process if you're going to identify where the problems are, where it’s not working, and what’s not improving. You’ve got to see places where patients are lost.
That’s how I’ve done everything. That’s how I built my software. I look at the gaps and where I’m losing people. Only by identifying where I am losing them can I actually address it and fix the issue.
After identifying where you can improve...plan. You’ve got to come up with a plan. You have to plan how are you going to do this. Most people, they’re not doing anything. They will identify the places where they’re losing people but they’re not doing anything about the issue.
It blew me away that only 18% of physical therapy outpatient practices are using email marketing. I just can’t get over that. Email marketing is old news. It’s at the point of starting to fizzle out. It’s not even working out as well and lots of people are jumping on at the tail end of its usefulness.
Everyday, the numbers of open rates and click-throughs are dropping. People are trying to be creative to get up there by 60-70% of the people opening them but only around 20-30% opening them, and even less people responding. They have to be creative to get there to make it work at all.
You have to plan. You’ve got to look at new resources and technologies out there that can help you do this. There are so many things that you can use such as Slydial. Slydial is awesome. It’s not that expensive.
What is Slydial? It allows you to create some list and to call straight to the people’s voicemails. It totally bypasses the ringing over the phone and just shows up as a missed call. It allows you to pre-record the message and send it to them.
If you want to communicate with a group of people, you create a list and you communicate with them. You‘ve got to manage the list by putting people off and on the list. It works way better than email.
You’ve got to be using text messaging as well. It’s got to be part of your plan. You’ve got to use these things to reach people in different ways and organize them in ways that people are going to get the message. Email marketing is not working. Even if your messaging in email is great, nobody will open it.
Let’s be honest. How many of you are getting too many emails in a day? Around 20-40 emails in a day. Half of them, you click and then send to your spam box because they’re not connecting or creating a personal relationship with you. You know that they’re just trying to sell you something. You know that the whole thing is a sales pitch. You have to consider this when you’re planning on how are you going to deal with the issue.
The third thing is taking action. When you identify new things, you have to give them a go, try them, and split-test them. Identify how are you going to put the tech together, how are you going to make everything work, and how are you going to integrate these points.
You can do it. You can do it yourself. A lot of people do. You’re looking at D.I.Y. versus done for you. Done for you is a lot easier but tends to be more expensive.
You have to look at what your time is worth. How much time are you going to have with your D.I.Y. solution? How much do you make in an hour at your practice or working for someone? If you’re going to pay someone $15-$20 to do it and your time is worth $40 or $100 per hour, you’re better off paying another person work for a little bit. Pay them and you can get 4-5 hours worth of work done for 1 hour of your time.
You’ve got to weigh those things. D.I.Y. is not always the way to go. Everybody always wants to save money, but some people have the tendency to cost themselves money to save money. If you’re paying somebody else $10 per hour to do it and you work for $50 per hour but it takes you 2 hours, you can pay them $20 and have the same thing done, maybe even better because that’s what they do.
There’s a lot of resources out there that are available such as the virtual assistants (VAs). If you need any help with that, I’ll happily help with what I found what’s out there.
This is the part that I really want to get into today: attracting the right people to help you reduce your drop offs -- not just your patients but attracting the right people to come on this journey with you to help you do the work and the things that maybe you don’t know how to do or you’re not very good at -- the “done for you” people.
There are a lot of people out there trying to sell to you to be the “done for you” person. They charge a lot because ultimately, you’re paying for their marketing program and all that stuff. This is the challenge that I wish somebody would hop into.
One of the big things right now that we’re all working on is workshop. Everybody is trying to do workshops. They want to direct access patients. One of the best means of doing that is doing your front-end marketing and then workshops because of the 1-on-1 person interaction. They get to see you, be in front of you, and get to know a little bit about you outside of the marketing. This is just the hand-off to the real person from that front-end marketing.
These are in courses. People who are in courses right now that have workshops built into them, we need someone to take the workshop thing to the next level. We need somebody to teach people how to do workshops. If it’s a primary way people are bringing new patients into their practice, don’t you think that maybe somebody should start teaching people how to do it?
Have a course on nothing but workshops: how to run them, how to sequence them, how much of your time should be spent hands-on, how much should be spent educating, and how much should be spent doing the little things. There’s a huge opportunity for somebody out here because everybody’s trying to do them and nobody seems to be doing them well.
The people who are doing them well, they have to figure out how to do it on their own. They did their first workshop and they fell flat. They did their next workshop and figure it out. They used different methods to do this. There are a bunch of things that you can do for this.
Ultimately, you need to find somebody to be the workshop wizard in you practice or somebody to teach people how to run workshops. How the content and marketing upfront should be structured. It’s such a big piece of the puzzle that there’s a lot of money to be made by somebody who can teach you how to do this.
If you do that upfront, it actually impacts your drop offs. From my experience, we’ve found that our drop offs decreased when we run the workshop well, we set reasonable expectations for therapy after the workshop, and everything are there including the sequencing in the follow ups, voice calls, emails, and text messages.
When the sequences are there, it allows you to engage these people and bring them in. You can cut your drop off numbers in workshops. You need somebody to be the workshop person. You’re all out here running workshops but you don’t have anybody specific who is really gifted at it and teaching all of us how to do it better.
The big four things that I want you to take out of these are the following:
To identify what place you can improve on you drop offs. Where are we losing the people? Map that process and identify what place you can improve.
Make a plan. Plan on how are you going to improve that and test the plan to make sure it works.
When you put it into action, you test to make sure that your plan work. If not, you go back and redo it. I recommend split-testing or trying two different ways and see which one works better, then come back around and test again.
You’ve got to look at your time -- the D.I.Y. versus “done for you”. Like for the workshops, you can figure them out yourselves. You can absolutely 100% figure out workshops all on your own. If you’re going to make mistakes, you’re going to lose some money. Is the money that you lose worth paying somebody to coach and teach you through it? It’s a question that you have to ask yourself.
Do you pay somebody to do it? Do you pay somebody to run your emails for you? Do you pay somebody to teach you to do your workshops? Do you pay somebody to help you with your drop offs? Do you pay somebody to help your front desk and teach them how to be better? Do you pay somebody to run your front-end marketing?
You can do everything yourself. At the end of the day, you might spend $200 to save yourself $50. That doesn’t make any sense. Sometimes it’s better just to do what you’re good at, make the money there, and then move on.
If anybody has a specific question about drop offs, I really want to know what you guys need help with. I can help you so much with that because I’ve made it my passion for the past couple of years and I’ve learned what works and what doesn’t.
I did all these basic steps: I identified where can I improve, mapped it out, came up with a plan, put the plan into action, split-tested it, went back, and did the same thing over and over again until I found what worked and what worked better. You’ve got to move forward or die.
Find people. That’s why I listen to other people when they go live because I want to learn from them. That’s why I get out and do these things. Let’s do that and learn from one another. Let’s gain that knowledge.
Thanks everyone for your time. I appreciate everybody coming checking this out. For any questions regarding drop offs, please let me know. I really want to help you to make sure that I’m talking about things that are important to you.