Avoiding digital mistakes

When I speak specifically with rehab professionals about taking their in-person process digital, many of them say, “I tried to implement this, and it didn’t work.” Well, no offense if this is something you’ve said, but we’ve been honing our craft over here, making sure that Performance-Based PTs, Chiros, and other professionals can best position this offer to get clients buy-in. Here are the top 3 mistakes we see: 

1. Your offer SOUNDS like a fitness offer. This is a marketing/messaging problem. There’s a reason we consistently refer to what we offer as a Prescriptive Exercise Program… It sounds different because it is different. The PEP does not solve the same problem as a fitness offer. In many cases, our clients already have a fitness solution in place, so why would they want to buy something they perceive as the same? The title of your offer should be a differentiator. 
2. Your offer actually IS a fitness offer. As we highlighted above, we have to position the digital PEP as something that solves a specific problem. For this reason, we need to ingrain the digital management mechanism into our standard client journey. If all your clients who are coming to you are already getting their fitness from somewhere else, time to rethink even offering this. This is a product/avatar mismatch! You also want to make sure you aren’t biting the hand that feeds! If your main referral sources are gyms or other fitness facilities, this could start to sour that relationship. 
3. You’re pitching the digital offer too late. I want you to place yourself in the client’s shoes. You’re going to PT, and now you feel better, woo! However, your client has the success criteria in their head, which makes them believe feeling better is the end. Now, you approach them with a continuity offer to solve a new problem that they don’t even know they have, and it feels…. Salesy… the exact opposite of what you intended. For this reason, we discuss digital options from DAY 1 and pre-frame this as a pivotal part of the journey either today or down the road. In this case, we are always referencing the breakaway from in-person and eventual digital management. 
4. Bonus mistake! You’ve traded in-person time directly for digital time… booooo. We need to make sure that our mechanism for results gets us the same outcome, but we need to have less time involved so we can potentially 4-5x our hourly rate!

Now that you understand these mistakes to avoid, maybe they are even some you are making right now before you jump to conclusions that this offer “just isn’t clicking with our audience,” make sure you’re manipulating the correct variables before you bail!