I work with a LOT of physical and manual therapists to help them grow their businesses, and those businesses come in all shapes, forms and sizes. But the one success factor that stands head and shoulders above the rest, and most often sorts the businesses that are thriving from those that are just surviving, is the commitment to adding genuine at every customer (or prospect) touch point with their business. This helps them to establish (and explicitly demonstrate) authority and expertise while also building a deeper level of trust with their clients. And as this article will demonstrate, trust pays in many different ways. It’s probably the single most valuable currency, particularly within healthcare. It drives what people are prepared to pay for their appointments, how loyal they are to your business, how likely they are to recommend you to family and friends, and how often they will take actions to support your business. We end the article with a cheat sheet of strategies you can use to build trust with not only your clients, but also prospective ones. Register (or sign in) below to read this article without needing a subscription.
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Tor began her professional life training as a physiotherapist at Addenbrookes Hospital, Cambridge, UK. She went on to complete a BSc in Sport & Exercise Science at the University of Birmingham whilst also achieving a WTA international tennis ranking.
After graduation she worked for a London marketing agency and then moved into medical journalism where her passion for publishing was born.
At 27 she established sportEX medicine, a quarterly journal for general practitioners focusing on sport and exercise medicine.
sportEX grew into an internationally known journal for all sports medicine practitioners, including physical and manual therapists; articles covered the practical application of evidenced-based research alongside professional development with expert contributors drawn from across the world of medicine and rehabilitation.
With a passion for technology as well as publishing and sport, Tor's leadership grew sportEX into the Co-Kinetic journal and website which included a more collaborative, royalty-based form of publishing as well as a wider content remit. As well as the quarterly magazine Co-Kinetic, offerings now include e-learning opportunities, breaking clinical research infographics, marketing kits for therapists, business growth tools, and a business discount club.
Tor's focus is providing resources to help practitioners and therapists develop their businesses and to work more efficiently and effectively, a topic that she speaks regularly on at global conferences.
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