🟧 2: You MUST Go Online | Ep 47

Right, so the next belief break or thing we need to consider, we need to ask ourselves is what's more important, financial freedom, locational freedom or time freedom, and maybe we don't have to choose. And I guess the main topic for today is discussing if you should go online. It's not my job to try and convince you that you should go online. I'm going to give you the pros, but I'm also going to give you the cons of moving online. And your goal is to ask yourself, is it possible? Am I able to move online? Doesn't make sense. Will I miss the clinic? What does that look like? What are the hidden benefits? What are the hidden costs? What is the cost of moving online? What is the cost of staying where I'm at? And what is going to be better for you long term? So before we do that, there are things to consider. And I guess I'm going to give you 10 hard truths, in my opinion, that I've seen about the limitations around the clinic and why the clinic, and when I say the clinic, I'm not saying remove the clinic completely. I'm not saying shut down the clinic necessarily. I'm saying is adding an online element to healthcare is very important, because most of the rehabilitation and most of the recovery happens away from the clinic based on even adjustments in the clinic. And there's so much more you can do to support these people online remotely, especially in this day and age, like just think in 2020. What happened? People went into a shutdown for various different reasons, regardless of your thoughts on the process. It was a very stressful time. And we learned a lot of things about ourselves and beliefs that we had before changed, because we realized that there are things we need to do to safeguard or put a guardrail around how we do things that we weren't expecting or that we weren't anticipating before. So I'm going to give you some of the hard truths that I've seen. So the first one is if you stay in person, your body is the bottleneck. And if you're 30, 35, 40 now, that's different. But you've built your income on your hands, your spine, your stamina, maybe your wrists, if you're doing physical treatments. And that worked in your 30s, but it doesn't work in your late 40s and 50s. It's harder. And listen, if you're doing this and I'm not saying you're not able to do it, I'm just saying it becomes taxing physically. And listen, we're in healthcare. We understand that. We should be saying, okay, so how are you able to, you know, if your wrists and your thumbs or your shoulders go, what happens your revenue, right? And having an online element to this removes your body as the bottleneck. Number one. Secondly, you've built an income, which is great, but not an asset. Right now you generate cash. You don't own something that works without you, as I mentioned in the previous episode. And if you step away for 30 days, revenue stops, right? Everything stalls. Having an online element also increases the likelihood that you can have a business or something that runs without you. A clinic without leverage is just a high paying job. Do there are things that you can create, resources, guidance, stuff that you can create online that makes it even easier for you to have an asset, okay? Next, if you're already the top of the local game, that's great. You're respected, you're experienced, and you've made it locally. But local dominance is a ceiling also, but you're geographically tied. Right, you can't expand, you know, your postcode indefinitely. You can't raise your prices endlessly because you're bottlenecked or, I don't want to say stock, but you're constrained by your geographical location. So if you just keep increasing the price, you're going to end up in a situation where people are going to go to a competitor. You don't have as much room to maneuver because you're constrained, right? So you can't raise your prices endlessly and you can't add hours forever. Online expands your market beyond your city, beyond your geographical location. So you can help more people around the world, but also your existing patients, your existing clients. You can help them when they travel. You can help them when they move. You can help them when they go on a business trip. You can help them when they're on holiday. You can continue to add care. And if someone is out of town or someone lives, you know, a certain, you know, distance away, having an online element allows you to help those people at a higher level. More hours is not more strategy. Next, right? At this stage of life, you don't want to grind more. You want more control. And the clinic model only grows one way. More patients, more days and more output. More hours. More sessions. One grows through leverage. So for example, it's called scale, right? An example, right? If you cannot move something, you, because it's too heavy, you find a lever and you try to do things in a scalable way. Now some people would say, oh, scale always dilutes. If a filament, and that's not true, that's just fundamentally not true. There are ways that you can add the same value. So here's an example, just a simple analogy. If everyone has a safe in their house and every pin code for every safe was the same and everyone was struggling to get into the safe, I could knock on the door and I could tell you the pin code and knock on the next person's door and I could do that to 100 people, right? Or I could just send a voice note at scale with the code. Now there is no decrease in service. One may say, well, I prefer you come to the door. Okay, maybe, but you may not want to come to the door. You may not want to get out of bed. You may not want to leave the safe. The point is that there are ways that you can scale that doesn't decrease experience and having or adding an online element to this. Again, some of the people we work with will never show their clinic, but they do add online elements so that they can have more leverage. Next your experience is worth more than what you're charging and that's just a fact, right? 20 years of experience, 100,000 patient visits, thousands of patterns recognized yet you're pricing sessions like a technician, right? If at this stage you're already a business owner, online allows you then to sell a transformation, to sell a package of intellectual property or to charge for the outcome, not just the adjustment. And I know sometimes you might charge for the adjustments and sometimes you might charge for an outcome in person, but generally speaking, the goal is to go, I help the average person who has this problem over a six to nine month period, solve this thing and it costs this amount. This is what I would do during this period of time to help and alleviate that problem and then you're paying, they're paying for the solution and you're charging for the transformation. So we're talking about going more transformational rather than transactional. The next, the insurance and overhead trap isn't getting better. We all know this. Rising rent, rising interest rates, rising staff costs, rising malpractice, rising insurance pressure, meanwhile pricing flexibility is limited. Online reduces overheads dramatically, margins expand instead of compress. I mean, for most of our clients who have an online arm of what they do, they pay for internet connection and their expertise, but they can be in their pajamas on the beach in Kabul or in Tampa, Tampa Bay, they could be anywhere. They could be in the Montana mountains, they could be in the Rockies in Montana, just chilling. And they can still have that impact because they can create modules or communicate or do high touch one-to-one consulting, just because it's online doesn't mean it's not intimate, just because it's online doesn't mean it's not important and just because it's online doesn't mean you're pushing people away. Sometimes people are closer when again, they're in their own home and they're speaking to you on Zoom. Make sense? The next, your kids are watching. That hits differently when you get into your 40s and your 50s, because what are they modeling? Are they watching you grind forever or are they watching you build systems? Right? Ownership with leverage shows them to think strategically. It shows them that you can adapt and they should adapt. It takes leadership. It shows risk and courage. Staying static is comfortable, but evolution is power. They are watching and although I'm not a father yet, I've been a son. We don't need to be parents to understand parenting to some degree because all of us at one point had parents, almost all of us. So we can understand parenting from the other perspective and that hits home for me because I know the father that I want to become. And for me, I want to lead by example, not take crazy risks, but I want to be a strategic thinker. I want to be able to adapt. I want to be a leader to a family of beautiful people. And for me, I see so many clinicians afraid to do that because they're terrified of the instability. They're terrified of the not knowing. But what's more costly is you staying where you are because you're running out of time, you're running out of opportunities and things are not getting better, they're getting worse. What's even more frustrating is there are people out there who know a fraction of what you know who are just good at marketing. Why don't you, instead of hating on the people that are good at marketing and don't know what they're doing, why don't you, who's someone who knows what they're doing, get a little bit better at marketing and you can show them what it's really about. The next, and it ties in perfectly, you don't need to be an influencer. It's critical for your demographic. I'm not asking you to create TikToks, Reels, Instagram posts or have thousands of thousands of followers. That's not what this is about for you. As a health professional, you need authority, positioning, high trust conversations and professional messaging, which is exactly why LinkedIn is where you need to be. Executives pay attention. Scrawling teenagers don't. This is something that I think you're going to see especially over the next decade, right? On Instagram, on Facebook, on TikTok, there's just a lot of attention and you're not an influencer, you're an authority. So go to where your authority is warranted or go to where your authority is celebrated and that's LinkedIn. Next, hybrid protects your ego and your income. What do I mean by that? Well, you can do both. You don't have to quit. You can keep as a lot of our clients do two to three days a week in the clinic, but they can still build a $5,000 to $10,000 offer online and let's even just say $5,000 transformation. Most of our clients very early on are selling one of these a week. $5,000 extra a week is $20,000. That's quarter of a million dollars a year, additional revenue with zero overheads. It reduces gradually, their clinic days become smaller and smaller while they maintain control and they increase the online element of things and decide where their sweet spot is. That's not reckless. That's strategic, right? These are powerful moves that are calculated. Just think about it. A $5,000 sale, one, two, three or four times a month, you're making anything from $5,000, $10,000, $10,000, $10,000 extra every month. You get to consult with these people remotely. And finally, what's really important for you to hear is this industry you're shifting with or without you. You've all seen it. Telly Health is rising. Digital education is expanding. Consulting is moving online. Executive coaching is exploding. Although you may not agree with how all of those can be run, this is your opportunity to put your stamp to do it the way you know it can be done with the mixture of the scalability of online but also the credibility and the ethics that you've spent the last 20 years learning. The question is not, is online real? It is. We know that. The question is, will you lead the shift or will you watch younger clinicians do it first? You have to ask. Right now. Your high performing clinician. The next level for you is becoming a leveraged authority. And you're going to go from a technician to a system based entrepreneur with the credibility of 20, 25 years. And if you're only starting your journey, even more the case for you to build this authority online early, where you can go from local respect to global positioning, where you can go from physical output to intellectual leverage. And that's the case for all of us because whether we like it or not, this is just the way the world is moving. And the ship is sailing. Are you going to be on it or not? So for me, it's highly important. Again, I've been online for 15 years because I was doing my PhD. I was doing my PhD. I was in the clinic 13 hours a day almost, traveling all around London. And I tried to grow my online business at the time. I had no option other than to grow it online. And the times that I had was when I was on buses, when I was on trains, when I was on lunch break, trying to consult with people remotely so I could fund my tuition. I found a way to make it work so I had no other option. The difficulty is many of you have the comfort of this great structure. But the problem is your profit margins are killing you. Really, the profit margins are killing you. It's a struggle. You have to think about it. Overheads are exploding. Margin's are squeezing. You've got staff turnover. Your time-capped. There's no scalability. Patients are churning. Unpaid administration. Geographical limitations. Market fatigue. You have economic fragility. Insurance dependence. Liability and regulation. It's crazy. Okay. You have to think about it that way. It's not difficult to move online. Some of the biggest myths that you'll have is patients won't pay online. Of course they do. That's crazy. Why do people use Netflix now in Up-Ackbuster? Online is scammy. No, it isn't. Low-ticket influencer programs are scammy. But not high-ticket, high-touch consulting. The other myth is I need loads of followers and no you don't. You don't. I need people who are willing to pay you $5 to $10,000 for a transformation and you've just made six figures. The biggest myth was I needed an audience and that's just not true. I hope this is going to help you. I really do because as soon as you come to terms with this being possible and if you're listening to this and you're like I'm terrible with tech, I'm terrible with software. You don't need to be good at these things. You don't need to be good at these things and most of you are highly intelligent people which is even more the reason why getting this in place sooner rather than later and building that authority is going to compound over time. So at this point you understand the belief ladder. You've identified that you need to own your own business and you've seen that there's an online element to what you can do. Now for some of you there's three important things. There's in-person brick and mortar care. There's completely online and there's hybrid which is a mixture of both. It's providing some elements of online care to people who present in the clinic. There's different models and different structures and as time progresses we're going to talk you through all of them. The next episode I'm going to talk you through how you can actually get results online. What results are possible online? How it works? How do you connect with people? How do you deliver your service? How do I treat people online? What can be treated? What can't? And how you can deliver a service remotely or at least add an online element to what you do so that you can help people remotely as well. I'll see you guys in the next episode. Again, remember your family need you to succeed and I'm going to do everything in my power to make sure that you do. Peace.