>You could wait for the phone to just magically start ringing—or you could start thinking like an entrepreneur! In his bestselling, must-read book The E-myth Revisited, author Michael Gerber draws the distinction between "working in your business" and "working on your business.” While this might sound like a simple concept, as physical therapists we seem to forget that in addition to providing great patient care, we’re running a business. Just as you devote time to developing your clinical skills, you have to invest time into developing your company—and yourself as a business owner. You can be the best physical therapist in the world, but if no one knows who you are or what you're doing, your business won’t make it. And it just takes a few focused hours a week to grow your business successfully. Here are three quick tips:
- Employ services, like WebPT, to help with the non-revenue generating stuff (e.g., documentation, appointment reminders, and billing). Once you don’t have to worry about the basics, you’ll have much more time (and energy) to focus on marketing and sales.
- Keep a list of all the people (e.g., physicians, yoga instructors, or personal trainers) who refer patients to your office. Try to set up one meeting a week with anyone from this referral list. Essentially, get your practice in front of as many potential referrals sources as possible.
- Make friends with potential referral sources. If patients come into your office and their physicians haven’t previously referred you, use these opportunities to establish new relationships. Ask your patients to share their physical therapy experiences with their physicians. Then, follow up—be it via email, letter, or phone call.
Stop waiting for your phone to ring, and make it actually happen. Beef up your business acumen and reap the rewards.
Do you have some business best practices? Share them in the comments below.