John Davie - Physio Business Growth
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John Davie
1
PHYSIO BUSINESS GROWTH:
The Science of Physiotherapy Business
Copyright ©2020 John Davie
All rights reserved.
No part of this book may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means-electronic, mechanical, photocopy,
recording, or any other-except for brief quotations in printed reviews, without
the prior permission of the author.
Phys io B us ine s s Growth | 2
CONTENT
Introduction.................................................................................. 4
Chapter 1: My Story...................................................................... 6
Chapter 2: The Physio Business Growth Blueprint ....................... 9
Chapter 3: The Pyramid................................................................ 12
Chapter 4: The Profit Optimiser Road Map................................... 16
Conclusion................................................................................... 24
About the Author.......................................................................... 25
Phys io B us ine s s Growth | 3
Introduction
Welcome to Physio Business Growth. I have one goal, “to help owners of
private practice physiotherapy, and physical therapy businesses to improve
their profitability and lifestyle, without being overwhelmed or overworked.” I
believe it’s not an accident that you’ve picked up this eBook.
Our objective is to help you develop business acumen around your specific
business to ensure that you achieve from your business what your hard work
deserves.
Anyone who has spent any time with me in person or online, has heard me
say that physiotherapy is one of the most rewarding professions. We impact
individuals’ personal health, we have a positive influence on family dynamics,
and we do immeasurably good work in communities. However, we are not
nearly remunerated well enough for the good work we do. Physio Business
Growth exists to rectify that.
Our goal for all clients, is to create a business that produces substantial profit,
year in and year out; which increases every quarter, delivers an outstanding
service at every patient touch-point and operates independently from the
principal’s or director’s everyday presence, so they can live the lifestyle they
deserve.
Phys io B us ine s s Growth | 4
Contemplate these questions:
1. Do you own a business, or do you own a job?
2. Are you a physio or physical therapist (PT) who happens to promote these
services or do you have a professional marketing organization that happens
to be a physiotherapy or physical therapy operation?
Based on how you answer these questions will determine your end point. The
difference is the business acumen of one answer as compared to the other.
Consider this: Richard Branson owns
Virgin Airlines and he doesn’t fly planes,
he owns a large chain of gyms and he
doesn’t work as a personal trainer, he
owns a railway and he doesn’t drive
trains. I know your business is not that
size, however, let’s think about the same
principles: the fundamental point that
stops private practices from thriving,
is not knowing the critical business
building activities or how to implement
them in a specific order applicable to
your circumstances.
Owners just end up being busy and sometimes frantic, working hard but not
making any headway and often feeling like they’re just constantly swimming
against the tide. This often accumulate into a feeling of being overwhelmed
and overworked.
When it comes to business activities, people often think, “I’m doing all I can, I
can’t possibly add any new activity to my already overburdened schedule…”
What if there was a better way?.........
Why do some very average clinicians create thriving businesses and other
tremendously talented clinicians struggle to create business success? Here’s
a clue, it has nothing to do with your clinical skills and everything to do with
your business acumen.
Phys io B us ine s s Growth | 5
Chapter 1: My Story
I‘ll let you know the secret. It is not about
doing more. It is about doing less. It’s
about changing what you are doing
and replacing it with activities that build
long-term profitable structures that
provide outstanding service whether
you’re present or not.
I came across this concept early in
my career when somebody asked my
father, “So, John’s the physio in the
family?”
He turned around and said, “Oh, no,
John is a businessman who happens
to be a Physio.” This impacted me and
it took me a while to realize what he
was talking about. From that point on,
I made it my mission to find out why
some practices thrived and why others
that started strong, then hit a ceiling.
To put things into perspective, my Dad was my business mentor. Here is my
story:
Fresh from graduation, for about a year, I worked for New Zealand’s Olympic
physiotherapist. After this, I went to my Dad and told him I wanted to go into
business for myself. He was excited. He encouraged me to begin looking for
any practices that were for sale or to start one myself. At that point I stopped
and told him, he had the wrong idea. What I meant was that I wanted to learn
how to be a painter and paper hanger like him and take over his business at
some stage. This floored him. My Dad came from a blue-collar background
and he had a wonderful business. Mum and he often went on holidays abroad,
had a holiday house, and spent a lot of time with the family.
What I realized was that most people in the Physio/PT profession, lived a
hectic lifestyle, they worked long hours and often weekends, they didn’t go
on any long breaks for fear of their business suffering and they didn’t have
the family time I had experienced. I didn’t want that lifestyle as a long-term
endpoint. I was newly married, and I wanted to spend more time with my wife
and soon-to-arrive kids.
Phys io B us ine s s Growth | 6
Dad took this on board and said something very wise. He said, “Over next 12
months, as you travel around the world playing water polo,” (I was still playing
internationally at that stage, and we were involved in a number of international
tournaments,) “Take time at the end of each tour and study what the best of
the best are doing in different countries”.
“After 12 months, we’ll sit down and put together a business plan and see if it
can create the lifestyle and income you want from physiotherapy. If it can, then
we’ll go ahead and begin creating the ideal business. However, if it can’t meet
those profit and lifestyle demands, then we’ll begin getting you ready to take
over my painting business.”
It was a win-win. I either take over Dad’s business or I have a business plan
that will allow me to succeed and prosper. So, after several months, we put
together a business plan and were able to implement it with speed because
I’d learnt so much from others who were successful and willing to share. From
that point on, we went full-steam ahead. We didn’t listen to the nay-sayers,
and within three years, we were twice as big as New Zealand’s next biggest
practice.
It was at that stage that Dad’s comment, “Oh, no, John is a businessman
who happens to be a Physio,” made sense. From that point on, I’ve spent the
next 25 years studying the principles of success and what made for an elite
functioning private practice.
Health issues meant I needed some time out of the business completely. I
spent this time contemplating what I could have done better or differently. I
continued to study and learn more about business, leadership skills, coaching
and motivation. I worked on myself as a business owner, husband and father.
Sport’s injury physiotherapy, injury prevention and the science of strength
and conditioning were in their infancy during the 1970’s and 80’s. As an
International athlete during this time, I had many injuries. I was fascinated by
the incoming research and used my own experience to fuel my desire be the
best physiotherapist I could be, to help not only my athlete patients but also
the up-and-coming young athletes along with the mum and pop weekend
warriors.
Phys io B us ine s s Growth | 7
My chronic health issues mean I have spent my life in physiotherapy treatment
rooms as a patient and as a business owner. Every experience brings new
insights and inspires solutions for challenges facing both patients and business
owners.
Years later, in creating Physio Business Growth, I’ve had the good fortune to
have a number of world authorities come onboard and offer additional insights.
Consequently, ‘Physio Business Growth’ has resources from global authorities
in a variety of different formats, including video tutorials, webinars, podcasts,
eBooks, research papers, downloadable hard copy and innovative software.
These have been put together in a variety of structured programs specifically
to help the private practice business owners grow and prosper.
We never stand still at Physio Business Growth. We are constantly looking to
improve our content, our production and presentation. We learn from each of
our clients and their unique situations, strengths and weaknesses.
Currently this allows us to effectively relate and work effectively with MSK and
niche physio and PT owners across numerous countries. New technologies
and research are thoughtfully perused then adapted and adopted where
applicable.
We love the way our Boardroom (advanced) clients come together and share
ideas, solutions and resources with each other. This continual collaboration
and research keep us at the cutting-edge of best business practice for our
industry.
Phys io B us ine s s Growth | 8
Chapter 2: Physio Business Growth
Blueprint
Consider this question: Do you think in five years’ time, a newly qualified
graduate could come out and make a significant impact in their market? Well,
of course they could, because I know I did it. I’ve worked with a number of
others who have done this as well.
If that is the case, why can’t that
person be you? Right now, you know
a lot more than any new graduate who
is coming into the market.
The key thing that stops a lot of smart
people from progressing is a lack of
business acumen. Let’s face it, physio
and physical therapists are clever.
We must be, to get into our university courses and qualify.
However, we’ve had little or no training in the business knowledge and skills
that are required to develop and create a thriving, prosperous private practice.
Phys io B us ine s s Growth | 9
As a result of this, we’ve developed The Physio Business Growth
Blueprint which represents the activities with which every elite, high
performing private practice operates.
There are four quadrants within this model, and this is what we call the
4Cs. Each of these Cs has two components. These make up the overriding
components required to stand out in today’s busy market.
They are:
1. Culture
a. Leadership
b. Team Culture
2. Commercial Requirements
a. Marketing
b. KPIs
3. Clinical Expertise
a. Elite Service Model
b. Performance Coach
4. Customer Service
a. Patient Centred
Service
b. Practice Management
1. Leadership skill acquisition & developing a team’s culture make the Culture
Component.
2. Measuring your KPIs (Key Performance Indicators) and marketing make up
the Commercial Requirement. This includes the activities and skills to
positively move these numbers.
3. Having an elite clinical service and performance coaching routine to deliver
these high-quality services make up the Clinical Expertise.
4. The patient-centered customer-service concierge model and practice
management systems comprise the Customer Service section.
Phys io B us ine s s Growth | 10Imagine your business is made up of eight components and the ceiling
restricting your business growth is determined by the segment with which you
are least good at. Your success is determined by how big your circle is.
The larger the circle, the higher the success rate, the higher the efficiency
within your business, the higher the patient and staff satisfaction and most
importantly, the higher your profitability.
Our objective is to help you take each of these sections and push them out as
far as possible. Physio Business Growth programs are designed specifically
for this.
Phys io B us ine s s Growth | 11Chapter 3: The Pyramid Phys io B us ine s s Growth | 12
We’ve found that owners of private practice businesses fit into one of four
categories and we’ve created a visual for this called the Physio Business
Growth Pyramid.
Our objective is to help owners to grow and move up the levels. We are sure
that most of you would ideally like to sit in tier 3 or 4, however in reality most
businesses we start working with are tier 1 or 2 with some knocking on the
door of achieving 3. Take a look and see where you fit.
Hobbyist
The first level is the Hobbyist or self-employed category. The person who owns
a wage or job, or more accurately, the job owns them. They work long hours,
predominately clinically, often more than 50 hours a week; they earn less than
AUD $100,000 (or £50k) and often some staff members earn more than they
do, yet they carry all the risks.
They often feel overwhelmed and are tired and struggling to move to the next
level. It’s important that anyone on this level develops the fundamentals of
business with someone from the outside. This will allow them to develop a
game plan. It’s too difficult when stuck in the mire of busyness, to see what
needs doing or what needs to stop or change.
Owns a Job
At this second level, owners employ 2.5 to 5 full-time equivalent therapists and
have personal income of less than AUD $150,000 (or £75k). They typically still
work a full case load and have likely hit a growth ceiling. These owners need to
develop a more structured program, so that business can operate and deliver
outstanding service without relying on the owner or the director being there
controlling all things.
Phys io B us ine s s Growth | 13Business Owner
True business owners live on the third level. They have developed efficient
systems, processes, procedures and protocols along with an annual marketing
plan that can be switched on and off to deliver predictable numbers. They
work 2-days IN, 2-days ON and 3-days OUT of the business each week, and
they at least earn AUD $250,000 (or £125k). The business can operate totally
independently from the owners needing to be present while still producing an
optimal profitability.
Scaleable Business Owner
The fourth level is the Group Business Owner. These owners work
predominantly on the business. They produce high quality clinical results in all
their businesses with new growth strategies being implemented as required.
Operational processes are in place to ensure the ideal patient experience
is occurring at every touch point; their personal income is more than AUD
$300,000 (or £150k) and they have a lifestyle free of business constraint.
They engage other people to manage the nitty gritty of their businesses and
can now scale their business through additional clinics or revenue streams.
Hope is not a strategy
Not everyone wants to be at this top level, however
right now I’d like you to consider where you fit and
where you would ideally like to be.
Understand it takes commitment and changing your
current activities to move from one level to the next.
I want to reinforce this: any change always starts with
the end-goal in mind. This is essential to make an
upward step.
Phys io B us ine s s Growth | 14Too many people are so busy being busy, tied up in activities that are not
category one business building activities.
Your objetive is to only work on category one activities which are:
I. Establishing policies and procedures, protocols and operational activities so
that a high-quality service is delivered and every patient touch point, so the
business can operate independently from the owner needing to be present
II. Marketing activities
III. Quality control and quality development throughout the business
Too many practice owners hope that their business will take off, or they consider
some people are lucky and others are not.
Let’s be clear on this: hope is an extremely poor strategy when it comes
to business success. It is imperative to have a personalized structured plan.
Not a one-plan-fits-all type of program. While all good plans have must do
components. Every business has its own nuances which need to be considered.
These nuances include the business owner’s specific skill sets, personal
experience and any professional passion. The location of the business (country
/ state / region / rural / urban / CBD / suburban) is also a consideration. You
should start building your business based on your individual experience with
your desired end point always in mind.
Phys io B us ine s s Growth | 15Chapter 4: The Profit Optimiser Roadmap
At Physio Business Growth, we’ve developed a road map as a guide to help
private practice owners move up to the levels of the Physio Business Growth
Pyramid. This has three phases:
Throughout this roadmap we have developed a number of unique tools,
processes and protocols to accelerate your progress.
Phys io B us ine s s Growth | 16Phys io B us ine s s Growth | 17
Analyse Phase
This initial phase is where we use the business
diagnostic to identify revenue leakage areas as well
as the growth potential. From here, we develop a
bespoke action plan specific to your needs, nuances
and aspirations, which include a number of criteria
we work with to ensure a smooth transition.
Firstly, and laying a strong foundation for future
growth, is the importance of being humble, smart
and courageous. Anyone looking for growth in their
business needs to be humble and smart enough to
ask for help from someone who has gone before
and produced their aspired results, all the while
being courageous enough to act.
The next part of the roadmap requires commitment to follow through with
the action plan bespoke to your business requirements utilizing the “90-Day
Productivity Stack” which helps you embed clear, prioritized and a trackable
action plan. The third component of the analyse stage, is structuring your
work week so that you can put into place your action plan with certainty and
confidence through the 2-2-3 work week structure
Phys io B us ine s s Growth | 18Structure Phase
Basically, this is where we plug the holes that exist in your business operations
and lay down the growth foundations that will produce the profit and lifestyle
you desire. Holes are revenue leakage. There is no point in growing the number
of patients, if the business is hemorrhaging revenue.
This is an action phase. Each business works to embed strategically sequenced
activities, applicable to the unique nuances of the business. You’ll need to
work through these, one step at a time.
This will prevent being overwhelmed and make sure that each component
is fully embedded. This empowers you with thorough understanding and
knowledge based on every business component required.
Phys io B us ine s s Growth | 19The 1st step is the “Cultural Matrix” to lay down the leadership and cultural
foundations that’ll accelerate your growth exponentially. These are the attributes
that every high performing business has in abundance and for a business to
thrive these elements must exist and be adhered to.
The “Roadmap” ensures a smooth growth transition occurs so you can build
with certainty and clarity as to what needs to occur in what order. This helps
reduce that feeling of being overloaded or overwhelmed that often accompanies
many private practice owners, so you can build with confidence.
The 3rd component of this stage is embedding the highly successful and
sought after concierge-patient-centered model, so that you are assured that
every patient receives an outstanding service at every patient touch point.
This has the ability to totally transform business so that your patients become
raving fans and refer all their friends and family members to you as a matter
of course.
Phys io B us ine s s Growth | 20Scale Phase
The ability to scale, build and soar occurs when the fundamentals are all in
place and are operating at a highly developed level. At this stage you can
maximize the existing potential and create financial prosperity, security and
lifestyle choices that you have always desired.
Phys io B us ine s s Growth | 21At this stage it is essential that you are measuring all your metrics through the
“KPI Tracker” which is the only business performance tracker just for physios.
It gives physio clinic owners the power to see business performance for what
it really is and track more than 50 things about physio staff performance and
patient appointments, to always know where you stand.
The physio KPI Tracker helps your physio business reach new heights through:
• Peace of mind knowing your business is always where it should be.
• Identifying areas that need support or a different approach.
• Revealing the most profitable and capable clinic staff worth investing in.
• Knowing how much each service contributes to your profits.
Once you know what you are measuring, you then require a “Performance
Coaching Formula” that your whole team buys into with the associated
“Performance Coaching Scorecards” to effectively change the metrics, skill
sets or behaviours, so that they match the ideal customer / patient journey.
Phys io B us ine s s Growth | 22It’s once you’ve got all the service deliverables functioning at a high level
that you open the flood gates through effective internal, external and digital
marketing strategies. The “Marketing Matrix” will help guide you along the
path to ensure you are maximizing every available marketing opportunity so
that you penetrate deeply into each of your target markets.
The last step on this roadmap is leveraging your way to wealth and a healthy
lifestyle by building a team of leaders who have the skill sets to deliver an
outstanding service at their particular task. We have an in-depth practice
manager’s program designed specifically for this.
Phys io B us ine s s Growth | 23Conclusion
If you are a business owner, and you want us to help you create a business
that meets your personal aspirations and produces a significant profit, while
delivering a highly developed service at every patient touch point, all without
your continual presence - then please, reach out and see if we can help.
Like many business owners before you. We’ll help smooth the path to meeting
your business aspirations through a proven structure and many “done for
you” templates and processes. All of which will reduce the stress and sense
of being overwhelmed.
If you think that sounds like you, then why not schedule a free 30-minute
discovery session. In this session, we will dive deeply into what you are looking
for and also what is holding you back from achieving the business success
that you deserve.
You need to take action if you want
to change your end result.
If you are not ready to discuss how we could help you and your business right
now, then please check the resources page of our website where you will find
a range of free materials designed to get you thinking about your business in
the best way possible.
www.physiobusinessgrowth.com
Phys io B us ine s s Growth | 24About the Author
John Davie
John Davie is the CEO of Physio Business Growth. He comes from a
business and sports background. John is considered an international business
authority in Physiotherapy and Physical Therapy Business Development. He
mentors numerous business owners around the globe.
Sports Medicine
Qualified as a physiotherapist, John created Australasia’s largest single
physiotherapy facility, which according to the national health insurance
company, was twice the size of the next biggest NZ physio business and was
created in only a 3-year time frame.
Presenter
John has presented in numerous countries for the Oceania National Olympic
Committee, various sports medicine organizations and various business
groups He covers topics on sports medicine, strength and conditioning and
business in general.
Strength and Conditioning Specialist
John also qualified as a Certified Strength and Conditioning Specialist through
the National Strength and Conditioning Association of America and developed
a sports training business for elite athletes for numerous NZ sports teams and
associations.
Author
John has published a book titled “Marketing: The Heartbeat of your Business”
specifically written for allied health businesses, as well as a motivational book
currently being written, titled “The Transferable Characteristics of Elite Sport
into Life”.
In association with Wayne Smith (past All Black coach & assistant coach)
John featured in a video titled ‘The Magnificent Sevens’ on training for elite
sport with specific focus on Sevens Rugby.
Phys io B us ine s s Growth | 25Athlete
As an athlete John represented New Zealand in Water Polo for over a decade,
won medals at the New Zealand Surf Lifesaving Championships, and was a
titleholder in the Canterbury Long Distance Swimming Championships.
Coach
John has also coached at elite levels in water polo, rugby union, rugby league
and Canoe Polo. He also spent time coaching in the field of swimming for
people with disabilities. In the area of strength and conditioning, John has
worked with men and women in the sports of rugby union, rugby league,
netball, hockey, softball, water polo and touch football
Phys io B us ine s s Growth | 26You can also read
