What’s Your PT Company’s Story?

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“For a football fan, there might be nothing better than watching a playoff game at Lambeau Field – and seeing it decided, dramatically, in overtime. ”Cris Collinsworth - Sunday Night Football

One of the human brain’s most fascinating qualities is its ability to remember narratives…like a playoff game at Lambeau Field. You may not remember what time your mail carrier comes or recall your Netflix password instantly, but I bet you can talk about a sporting event, like Sunday Night Football, or a movie you love even if it happened weeks or even months ago.

Do You Recognize the Power of  Story Almost Every Monday Morning?

If your practice is anything like ours, you probably have no shortage of team members arriving on Monday mornings eager to discuss the previous night’s episode of “Sunday Night Football!” Even if you don’t know all of the players on each side of the ball, I’m sure you can share some of the exciting plays and names of superstars like Patrick Mahomes or Lamar Jackson…that happened days or even weeks ago.  This simply demonstrates just how impactful stories, like an exciting football game, can be.

Make Sure You Tell a Memorable Story About Your PT Practice

Leveraging the power of narrative is a great way to make current and prospective patients remember you. Think about the brands you most admire. Odds are that in addition to having great products and excellent customer service, these brands convey their identity and their purpose in a lasting way.

Have You Thought About Your Story?

Despite this truism, many practice owners I speak to haven’t thought about the story of their practice. Maybe that’s because telling this story in a succinct way can be difficult. One tool I’ve found immensely helpful is the BrandScript model created by Donald Miller of Building A StoryBrand.

Miller, an accomplished fiction author turned marketing guru, created a formula that allows all types of business owners to quickly articulate their core principles and message in a way that compels readers to action.

He achieves this feat by making the customer — in your case, the patient — the main character of the story. Generating a BrandScript involves zeroing in on the core aspects of your story, so you can quickly define who you are and what you can do for a patient.

You’re Not the Hero…Your Patient is the Hero and You’re the Expert Guide

We’ll call that patient a character for the purposes of this exercise. The character, like all protagonists at the beginning of a tale, has a problem they need to solve. After meeting a guide (the PT at your clinic), the character now has an action plan to solve their problem.

Your plan needs to compel them to that action (treatment), help them avoid failure, and lead them down a successful path. If you can convince the character that you are the guide they need, you’ve just earned a new patient.

The details of your story will vary depending on the size and nature of your practice. Nobody is a better fit to tell that story than you, and you should be an integral part of the message you convey anytime somebody logs onto your website. After all, somebody on your site is already looking for a guide. You need to demonstrate to them you are the right one, and there’s no better way to do that than through a story.

Formula = Hero, Problem, Guide, Plan, Call to Action, Avoid Failures, Achieve Success

In closing, I ask you one simple question: What is your story? If you need a little help defining it, I recommend buying the book Building a StoryBrand and then visiting MyStoryBrand.com and giving the BrandScript tool a shot. You can create one for free, and it will help you control the story you’re telling.

If You Want Help Writing Your Story for Your Practice Website, Give Us a Call

Reference: Image is from Donald Miller’s Building a StoryBrand book.

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