EP262 | How To Deal With Setbacks In Your Business

We're tackling a big one today: what do you do when the game changes? Specifically, we dive into a question from the Facebook group about hospitals buying up ortho practices and keeping PT referrals internal. It feels sketchy, maybe illegal, but more importantly, how do you deal with it?

Instead of getting mad, we break down why this happens and how to reframe it as an opportunity. It's about taking ownership, developing new skills (marketing!), and realizing you can build a business that isn't dependent on those referrals anyway. Plus, we chat about our upcoming meetup during CSM in Denver!

🔑 Key Takeaways:

• Hospital consolidation and internal referrals are business strategies; you can't directly stop them, so focus on what you CAN control.
• Reframe this "obstacle" as the "way", an opportunity to master direct marketing and sales, making your business independent of physician referrals.
• Get crystal clear on your ideal client; they likely aren't the same people passively accepting the hospital referral anyway.
• Focus on providing a world class, personalized experience that large systems can't easily replicate (your "superpower").
• Define your business goals beyond just size or revenue; focus on impact, culture, and lifestyle (be a "Small Giant").
• Adopt a growth mindset: View setbacks as chances to learn, adapt, and strengthen your business foundation.

🧠 Pro Tip:

When referral sources dry up, don't just get frustrated. Say "Good." Use it as fuel to become exceptional at direct to consumer marketing and sales, skills no one can take away.

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