[Video] Attracting New Patients with Online Workshops

  • a couple of months ago
  • / By Chad

This video is for Private Practice owners looking for strategies to get new patients in the current market.

Social distancing and quarantine measures mean that hosting in-person workshops isn't an option for most practice owners.

And even as more and more states open back up, it will still take time for the general public to feel safe in group settings.

At Madden PT, my team and I have been experimenting with virtual workshops. The process was modeled after our traditional in-person events, and we invited people from our social media and email list.

We had about 60 register, and from that we had 10 people sign up for an initial evaluation.

I know a lot of owners are considering hosting online events, so I decided to create a short video training to share my tips for getting the best results from this new style of workshop.

I'm also making my Online Workshop Presentation Template available to download for free.

Click to Read Full Video Transcript
Chad Madden:
Hey, everybody. Chad Madden here with Breakthrough. This is simply attracting new patients with online workshops. This is specifically for private PT practice owners who want to grow in today's marketplace with everything that's going on right now. So essentially, we're taking the offline, the in-house success that you've seen hundreds of owners do, all 50 States, 12 countries internationally, and we're taking that and transitioning it to an online format to adapt with the times and be able to continue to attract new patients that need our help.

Chad Madden:
So some quick success here. You can see Luke and Ashton down at Texas adapting this already, and then in Michigan, Andrew Gorecki, Andrew applied this, did the online workshop, ended up with 17 free assessments. And by the way, Andrew is a pioneer in this, adapted very early on, took this, ended up doing his own stuff and did really well. So, our hope is that you can get the same exact thing out of this.

Chad Madden:
The purpose and our purpose here at Breakthrough is to help people in pain get back to normal naturally. The best way for us to do that is to work with practice owners like you in your community and help you do these online workshops. So, this workshop deck, where they call it a deck because it's like a deck of slides, was designed with the same, exact six-step process that I personally use in my own online workshops. And another big point that you should realize is online workshops are different than in-house workshops. For example, we're going to talk about engagement. Right? When I'm doing an online presentation, I can't really see what my audience is doing. They could be texting on their phone, they could stand up and go to the bathroom, and come back, and I would never know that. Right? They could be watching a TV program with, I'm in the background. That's not the case with an in-house workshop.

Chad Madden:
So, we want to be able to change our strategies for online workshops because it truly is different than hosting an in-house workshop or a live workshop. And also, I have training for you which will help you get the most out of this tool in your online workshops. We'll talk about that here in a minute.

Chad Madden:
So, three tips to get the most out of your online workshops. Number one, we talked about this already, but more engagement equals more appointments. So, very important that you're bringing people back to the screen. Pay attention to this, write this down. You're giving them directives in terms of, basically, paying attention. And when you do so, when you get them to share, you're going to be able to schedule more appointments. We learned that… Significantly, it was a huge change from our first workshop to our second.

Chad Madden:
Number two is it's going to be easy to deviate when you have online, when you're doing an online workshop, maybe you get lost in a story or something like that. You want to stick to this exact format that I'm showing you here. Six steps, very, very simple, and most importantly, in sticking to the format is you want to focus on and pay attention to, you want to practice this the most, what you say in the last five minutes because that is the thing that you must nail. You can't deviate and go into answering questions at that point. You have to have a very call to action so that people are going right to scheduling an appointment.

Chad Madden:
And when I taught in-house workshops, and we've been teaching that for the last five or six years, again, with hundreds of owners from everywhere, when we're teaching that, we talk about the last five or 10 minutes is the most important point. It's even more so. It's even more accentuated right now. There is more stress on this in an online workshop than there is in-house, and it was the most important thing, the primary thing to practice and focus on. And in an in-house workshop, it's even more so important right now.

Chad Madden:
There's some other things that you need to be successful. I'm going to give you four other steps here. Number one, you need people in pain that are actually watching your workshop. Right? So, you have some workshop marketing where, when we were doing this in house, it was called Butts in Seats. Right? Getting people in the room? Right now, you want eyes watching your presentation. Right? You want people watching your presentation.

Chad Madden:
Number two, is you want to know exactly what to say to increase engagement into conversions. It's different than in-house workshops, especially during this time. We call it, the pay line has been pushed back. So in an in-house workshop, 60 days ago, 90 days ago, people would register for the workshop, and somewhere between 10% and 25% would schedule an appointment and a plan of care before the workshop even happened. That low hanging fruit is not there in these times right now. We pushed the pay line back. It's going to take more engagement, more conversations for people to ultimately feel safe enough to come in, regardless of the area of the country that you're in.

Chad Madden:
Also, you want a follow-up sequence after to convert those who did not schedule right away. That's really, really important. And also, there are three key levers that you should be pulling to get the maximum leverage out of your workshops. And if you're not doing these, yes, you can run an online workshop. You can check the box, but pretty good chance nobody's going to schedule. You want to make sure you're pulling these three leavers so that you're getting the most out of your workshops.

Chad Madden:
What I've done for you is I created a special training called, How to Deliver an Online Workshop that Converts. And in this, we're going to be talking about how to market your workshop. By the way, we have the former head of online Facebook learning, who actually worked for Facebook, walking you through this in addition to her, Kathy Borkowski, she's also sharing and presenting with you in this training with Carl Mattiola, the co-founder here at Breakthrough who was the head of online sales at Tesla. So, they have huge experience there marketing your workshop. That is in this course, avoiding the most common work workshop mistakes. We talked through that as well in this training. And then a step-by-step guide and presentation so you know what to say and why you're saying it for maximum conversions.

Chad Madden:
Now, normally, we would sell something like this for $500. We've sold trainings like this for a thousand dollars or more. But because of the times, because we want you to succeed and remember we're purpose-driven, so we want to help people in pain get back to normal naturally. Again, the best way for us to do that is to work with you. Dedicate a private practice owner who's helping people right now. So, we want to give this to you for free, and it's free for everybody that joins Breakthrough University. What is Breakthrough University? It's training and content, and it spans your entire organization.

Chad Madden:
The key thing here is that it's not outdated, ivory tower philosophy, it's not theory. This is what is working right now in the trenches of private practice PT. Just like you saw Luke, and Ashton, and Andrew sharing their wins of people that are implementing and applying right now. It's the same thing here. It's training and content that is up-to-date. This is what is working today. We have that for you at Breakthrough University. You also get access to a community of like-minded private practice owners. And right now, in this group, there are over 1300 owners, again, from all 50 States, 12 countries internationally. I know we're all different. We all feel like our business is unique. However, whatever stage of business you're in right now, there's likely somebody in your area already learning in there and sharing, and they're likely at the same stage that you've been at. Right?

Chad Madden:
So, you can find people that are at the same stage as you, whether you're a startup or whether you're a private practice vet, you've been in there for four decades. Or, there's likely somebody that's in your same marketplace or a similar marketplace like you somewhere else in the country or even somewhere else in the world. There's also accountability. We have these inside circle implementation calls where we hop on with a group of owners, and we help you implement whatever it is that you're stuck on. So again, they're called the inside circle calls.

Chad Madden:
And in the big picture of marketing, what we're really trying to do is we're going from a trickle. We've all at least been affected in some way by our current crisis and situation, right? So we're going from a trickle, and we're rebuilding to a flood. There is an exact sequence of how we do that. And workshops are actually step number four. And online workshops fit in there as well. So, realize that this is part of a bigger picture for you, and we want to make sure you're able to fill in all those gaps and ultimately, get the most out of, not only your online workshops, but be able to grow and leave an impact in your area, again, far beyond, far stronger than what you were before this crisis. Right? So, very cool stuff there. Again, this is Chad from Breakthrough. Thank you for watching, and I'll see you in the next video.

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