Four words that can make you thousands every year – a marketing essential


As we are excited to announce the dates of Paul Wright’s highly-anticipated UK events – the Business Freedom Blueprint and the Health Business Mastermind events in London and Manchester – we thought we would share a guest blog from Paul on one of the marketing essentials he covers in his coaching programmes.
I am fortunate to be able to work with some very sharp health business owners in my one-on-one coaching programme, and we spend a lot of our time discussing different and innovative ways to re-activate past client lists.
We all know that it is much more cost effective to re-activate a past client than it is to recruit a totally new one – yet many health business owners neglect their past client list.
When you speak to health business owners about marketing, most of them talk about how they get new clients and rarely mention their re-activation programme. Possibly because most health businesses do not have a structured re-activation programme in place at all.
If you need a simple and effective past patient re-activation programme, then here is one of my favourites – and it is guaranteed to make you thousands of extra pounds each and every month.
Step one:
Let’s assume for this example that we are in the first week of July. Get your admin manager to print up a list of all the patients who had a consult in the month of May, but did not have a consult in the month of June.
Step two:
Split the list into segments based on the name of the therapist who treated this client last, e.g. if there are 100 names on the list, 20 may be Brian’s clients, 20 are Tom’s etc. Your computer system should be able to do this easily for you – if not I suggest you look at a new software because you really need this kind of data available.
Step three:
Give the list to your therapists on a sheet with columns where they have to write the details of the call – for example, date made and the result of the call: “patient fine” or “follow up booking made”.
Step four:
The therapists then proceed to make these follow up calls whenever they have a spare moment in their day. This shouldn’t be a huge demand on them as even if there are 50 names on the list they have the rest of the month to complete the calls.
Step five:
Set as a prerequisite that all therapists must complete their full follow up call lists by the end of the month and they must present the call register to you in your end of month KPI meeting and month end review – where they are then given the next month’s list.
Script secret – the 4 words that make you thousands
Many therapists are worried about making these calls in case the patient in still in pain and has not had a great outcome from their treatment – I would argue that this is the exact client you want to be calling. One of the best scripts I have heard came from one of my private coaching clients and is simply:
“Hi (client’s name) – it’s Paul here from XYZ Healthcare – just following up on that knee problem we treated you for in May as part of our service, do you mind if I ask you one simple question?”
And here is the killer line:
“Are you now 100%?”
You can even record the actual % given by the client as a measure of clinical outcomes post treatment – obviously you then go on the re-book the patient if they are not 100% or suggest what they need to do next to get a better outcome.
There are other parts of this system and scripts that can enhance the result of this call – however if you do nothing else after reading this other than get your therapists to call past patients and ask that question, you will be a mile in front. So get cracking now on your patient re-activation programme.
It’s simply the best and most effective marketing programme you can have in any health business.
Find out more about Paul’s Health Business Freedom Blueprints events coming to London and Manchester in May 2017. 
Paul Wright B.App.Sc (Physio), Dip. Ed. (Phys. Ed.), Adv. Dip. Business Management
Since graduating as a Physical Education teacher in 1987, and then as a physiotherapist in 1990, Paul Wright has opened multiple multi-disciplinary health clinics, closed a few, been locked out of one and sold some others. He has employed countless therapists and support staff, and is now one of the world’s most sought after health business mentors and educators.
Paul has been actively involved in clinical education around the world having lectured to over 25,000 health professionals – in the areas of programme design, injury prevention, rehabilitation and business development and even found the time to win multiple titles as a competitive bodybuilder.
Since selling his health businesses, Paul now prefers spending even more time with his family and friends, at the beach, or at home working on the Million Dollar Health Professional Program, Profit Club, One on One Coaching, The Practice Acceleration Program, the Ultimate Health Business Referral System, presenting live seminars and his most recent passion – “How to Run a One Minute Practice” – the title of his Amazon best-selling book.