You’re a physical therapist owner. You have a LOT of responsibilities. How do you set goals that actually work?
To answer that, Neil talked to Jill Marlan, the CEO and Founder of Peak Performance Physical Therapy.
In 2018, Jill was Ernst & Young Winning Women Entrepreneur of the year for North America. Jill has been a Practice Promotions customer since 2018.
What’s the Big Goal That Scares You?
Neil: Let’s talk about goals. You’re really good at setting goals! How do you go about setting goals for marketing your practice?
Jill: I’m really strategic about setting my goals. What we do is we have an annual meeting every year with the executive team. We look at: where are we going as a company? What is that big goal that kind of scares you? What is our ten-year goal, and what does it look like in terms of where we’re at and where we’re going? Then we take our ten-year goal back into our three-year picture. What do our three-year goals look like? Then we scale that back down into our one-year goal. Each year we look at…
- Where do we want to be this year from a revenue standpoint?
- What budget will help us achieve that revenue?
- What are our core values?
- What is our core focus?
- What is our marketing strategy?
Then we take each of these questions and move them down into specific goals that will help us hit the targets.
So really, we take our 10-year picture of where we’re going, and then we fold it down into: what do we need to do this year? Then we break that up into quarters and strive to hit our quarterly targets. Then we put actionable items in place to hit those.
It’s worked for us really well. If you have goals that are stated and talked about, you know you’re working towards something, and it’s a goal and mission for everybody to work towards…we make a ton of traction.
Roll Down Your PT Marketing Strategy to the Whole Company
Neil: We do exactly the same thing! But what I liked is that you said a very powerful word: we. It’s not just you thinking this, it sounds like you are doing this with your team. Is that right?
Jill: Oh absolutely. And we roll this down through my whole company. Right now I have 49 employees. We’re looking at strategy so that everybody knows our ten-year vision and where we’re going. We have annual meetings where we do our strategic planning, and then we roll it out to the whole team, so that everybody has goals within our company.
My Executive Team consists of myself, an Accounting Director, a Clinic Director, an HR Coordinator, an Executive Assistant, and Marketing Director.
We get together and have a full-day meeting where we work really hard. We challenge each other. It’s raw! It’s not wine and roses. But when we come out of it, it’s fabulous. We feel like we’re going to run through some walls.
Then my team rolls it down to our managers and the managers roll it down to the staff, so everyone’s on point and on track.
Check Out Peak Performance’s PT Website and Results!
Click here to see Peak Performance Physical Therapy’s website!
Want to hear the full conversation with Jill and Neil? Check out Episode #10 on the PT Marketing Power Hour Podcast! Listen whenever podcasts are found.