This month’s topic was inspired by a combination of a meeting I had with a physio in Johannesburg and subsequent chats with some of her patients. Should Rozanne decide to immigrate to the UK, South Africa will be loosing one of their great physios and the UK will be gaining a proactive, patient-centred physio.

What are your patients buying?

One of our favourite speakers and authors, Simon Sinek, wrote a book called ‘Start with Why’ and one of the main teachings in his book is that people don’t buy what you do but why you do it.

Most therapists choose their career because they want to help people get better, and if that wasn’t a conscious decision it almost always becomes the motivation to stay in that career.

Your patients come to you because they want to get better, not for the actual treatment. They are buying why you do what you do rather than what you do.

How are you marketing your services? Are you talking all about the technicalities of the treatment or are you talking about the outcome, benefits and results you get?

Link the treatment to the goal

We have seen a remarkable difference in clinicians and practices when clinicians really get to understand their patients’ goals and lifestyle aims.

It makes it so much easier to prescribe the right care for your patient and to keep them on track along the way.

When you know more about your patients’ lifestyle you are able to more easily determine the best level of care for them and the frequency of that care.

I am sure many more of your patients could benefit from regular maintenance care. What do you need to start offering your patients to truly give them the best care?

Don’t means test your patients

This is a soap box topic! If you’ve attended any of my seminars or talks you will probably have heard me ask if anyone in the audience has got a financial degree behind them…the answer is usually a unanimous ‘No’

You have trained to give your patients the best clinical advice, not financial advice. Each patient deserves to hear what you believe in your expert opinion is best for them.

People decide how to spend their money and it is so often the patients that might not have a lot of disposable income that value their health and prioritise paying from treatments necessary to get them back on track.

Be careful too if you believe the treatments are expensive – don’t transfer your money beliefs onto your patients!

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