In this episode of the Practice Profit System podcast, host Matthew Gillogly (joined by a co‑host) explains the concept of patient‑centered selling for cash‑based medical practices. He begins by promoting his free book and celebrating a record number of podcast downloads. Gillogly defines patient‑centered selling as a sales approach that puts the patient’s best interests first, contrasting it with the traditional insurance‑driven, step‑care model that moves patients through a long, low‑value treatment sequence to save insurers money. He introduces a visual Venn‑diagram framework of three intersecting circles—each representing a component of a treatment package—where the patient sits at the center. By combining three complementary interventions (e.g., for erectile dysfunction: PRP, shockwave, hormone replacement, plus a lifestyle/aesthetic component), practitioners can deliver superior outcomes, increase per‑transaction revenue, and avoid the “pushy” sales perception because patients feel the offer truly benefits them. Gillogly critiques the insurance model’s financial incentives, warns cash‑based doctors that merely replicating step‑care will lead to financial failure, and urges them to design comprehensive, multi‑angle packages that solve immediate, secondary, and root‑cause issues. He emphasizes that mastering sales is a learnable skill akin to mastering medical knowledge, and encourages listeners to engage with his training events, email list, and additional resources. The episode closes with calls to action: download his book, attend upcoming events, leave reviews, and share the podcast.
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Welcome to the Practice Profit System podcast. Do you own a cash-based practice? Are you looking to start one? Tired of working endless hours and still not making enough money? Want to fire your insurance company? Then you're gonna love our podcast. Each episode is full of insights and proven strategies to grow your practice to 7 figures and more, allowing you to take more time off, make more money, and no longer have to take insurance reimbursements. Plus, get a free copy of my book, The Anatomy of a 7-Figure Medical Medical Practice, where I detail my entire journey to creating my own 7-figure practice. Just go to www.srpmedicalmarketing.com/book. You just pay $7.95 in shipping and handling, and you'll also get over $1,197 in free bonuses. That's www.srpmedicalmarketing.com/book. Now on to our show.
Hey everyone, it is Matt and welcome to another episode of the Practice Profit System. Today we're going to talk about patient-centered selling. Now this is going to be a really great topic and so I'm really, really excited to dive into this. So a couple of things before we get started. If you are listening to us in the podcast, I am going to let you know that there are going to be some visuals involved with this. So if you jump over to YouTube, you can check out the videos on that as well. The second thing is I want to thank you all because we're having a record month with downloads. At the time of this recording, we're up, up to over 2,000 downloads for the month of April. And at the time of this recording, we're right at the beginning of the— of April. That's triple to what we normally are. So thank you so much for sharing this and getting the word out. I'm incredibly passionate about helping cash-based doctors escape the insurance money trap. And gosh, I'm just really kind of humbled that y'all are doing this. So let's dive into what it means to be able to selling patient or patient-centered services. selling. Okay, so what the heck is patient-centered selling and why is it something that you want to do, or as I like to say, must do? Well, one of the big challenges that doctors have and practice owners have is they're not trained on how to sell. And so if you're not trained on how to sell, you generally don't like to sell. It's kind of like, well, I don't want to be too pushy, or I don't want to come across as— I've been to places that are high pressure or something like that. And I'm going to show you something that's really, really simple that when you implement it, it will actually increase the number of sales that you have. It'll increase the revenue that you have per transaction, and your patients are going to feel great, and you're not going to have to push people. In fact, people will ask you to sell them. That's the beauty of it. So what is patient-centered selling? Patient-centered selling is exactly that. Everything that we do, everything that we teach here at SRP is always about what's in the best interest of the patient. So a lot of people will, you know, in the beginning people are like, oh, you're just trying to be really pushy and teach people how to pressure people into buying stem cells or PRP. Well, that's not the case, okay? Everything I've ever done, everything I've ever taught is about how do we do what's best for our prospect. And if we don't master this skill, we're actually doing our prospect a disservice by not making an offer to them to work with us. So what is patient-centered selling. So what I'm going to do is I'm actually going to share my screen here for a moment, and I'm going to go onto the iPad. I'm going to go and dive into this because this is really one of the more important, uh, fundamentals that we teach in everything that I do. So let me go ahead and share this. So if you're looking at my screen right now, what you see is you see 3 circles. Okay, now these 3 circles are done in the form of what's called a Venn diagram. V-E-N-N diagram. And if you're driving and listening to this, then I would encourage you remember that Venn diagram, V-E-N-N. That's again Venn diagram, V-E-N-N. And you can get an idea about what it is, is up at the top there is one circle, okay? And then at the bottom there's 2 circles, and these 3 circles intersect into a very specific place. And in the center of this Right here is— you'll see me drawing a little smiley face— that is our patient. Everything we do is about getting the patient to a place of being happy and satisfied. Then we're never going to have to feel like we're being pushy when it comes to selling. Now, these 3 concentric circles, these 3 Venn diagrams They can be— they can mean anything that you want. I use these in a number of different ways, but, you know, a lot of times it has to do— if you've seen the stuff that I do on patients every day that was taught to me by the late, great Kevin Hutto, um, you will see that if on the intersection, if we have all 3 of these things working together right here, what we do is we have a— we're in the green zone where our patient is happy, we're getting the biggest bang for everything that we do. And so in patient-centric selling, really what we're doing in essence— let me just change the colors here— what I'm doing is I am combining 3 elements to every package that I sell in order to give the biggest and best result to the prospect. Okay, you in the insurance world what you're trained to do is you're trained to move people along. Like, let's just say we're in stem cell, let's say we're in joint pain. And the first visit, you know, we're going to offer PT. And then we're going to do the next visit, they have to come back, and then we're going to do some kind of anti-inflammatory, right? And then if that doesn't work, then the next one we're going to do, we're going to do steroids. And if that doesn't work, then we're going to do OA. So we just keep going on down the line. And what happens is that this winds up being like this 18-month patient cycle. Now, the reason why that is done that way is because the insurance companies don't want to fix the problem right away. And the reason why they don't want to fix the problem right away is the fact that they get to save money. If you have billions of dollars in the bank account that you've collected that you don't have to pay out Then guess what? You're gonna make more money. Think of what happens with a life insurance company. The life insurance company, they collect the money from you and then they hope that you don't die. And then they take that money and what they're doing is they then make a big return on their investment and they don't have to worry about paying it out and they make more and more money. That's exactly what a health insurance company is doing is they're collecting the money hoping that they don't have to pay it out. And so in the insurance protocols that they put you on they guide you through, it's designed to not fix it right away. It's designed to move people along. If you have a cash-based practice, that's going to kill you financially. Okay, so I'm going to show this and then I'll stop sharing the screen. But basically what we want to do is in this first level, we're going to have something where we're going to be talking specifically about— we're going to fix the main issue. Okay. All right. And then what's going to happen is we're going to fix the secondary issue, second issue, okay? And then finally, the thing they hate about their condition, okay? Now what this means is that we always— I always advocate selling a package that solves all of their problems. I'll use ED as an example because it's a very simple way. A patient comes into you because they have erectile dysfunction. Well, the best thing we can do maybe is PRP, right, or some kind of shockwave or something like that. Okay, then the second thing is maybe they need to do some HRT, and then the final thing is we want to do something that's aesthetic. Okay, it might be weight loss, it might be something else like that. And I'm going to stop sharing so that— again, because I want to make sure that, you know, I want to kind of keep you focused on this. But the thing that I really want you to get is, if you are selling this package that has 3— 2 to 3 things, and you're approaching fixing the condition from multiple different angles, we're going to get better results for our patients. It's that simple. If you take the approach like a lot of you have done, and you, you want to— well, I'm just going to move them slowly along the path because I want to see if this is going to work or that's going to work. Out of pocket, they're not going to keep paying you. I have a client of mine, and he's been a client for about 4 or 5 months, and he just opened up his practice. He's doing pain management. He's a pain management doc doing joint pain. And on our call last week, what he said was, yeah, what I'm doing is I'm doing Visco because I think I could do a couple of those, and then if that doesn't work, I'm going to move them up to stair— up to, uh, you know, PRP. And I said, stop, don't do it. Because you're not going to make enough money on Visco and stair-step this person along. You're going to go broke. Okay, you have to create an entire package that is going to be in the best interest of the patient. Okay, and if we're approaching the fixing of the issue from 3 different directions— so for example, ED, shockwave PRP, HRT, and some weight loss— now what we're doing is we're fixing the entire thing. And we're going to have a patient who's very, very happy in the center. I mean, when was the last time you really had a patient that was happy doing insurance-based care? I can't think of— I'm sure it happens. I don't know if it does. So again, what I want you to get, and I want to— want you to understand what I want you to take away from this weekly podcast today, is put the patient at the center of everything that you do. However, what I need you to do is I need you to approach fixing their issue from 3 different angles and approach So that, so that we can get the best absolute result for our prospect. If I just fix ED with just PRP, we're not going to get the best result for the prospect. What does the prospect want? The prospect wants to be able to perform in the bedroom. But if I approach it with PRP, shockwave, and HRT, and then I get them losing weight, now I'm not only fixing the immediacy issue, but I'm fixing the long-term issue that solves the condition that created it in the first place, and that's what's best for the patient. Insurance-based care isn't about fixing what's best for the patient, only when they reach the dramatic situation of a blocked artery or they have cancer or something like that. Everything prior to that is designed to kick the can down the road. In cash-based care, you can't do that anymore. Once you decide to go into cash-based care, You have to do the fundamental things that make a successful business. If you don't, you're going to be broke and you're going to be spending the rest of your life working for a hospital group, kicking the can down the road. And that's not why you became a doctor. Okay, I'm going to tell you this, and I'm going to get really passionate as I tell you this, and then we're going to— I'm going to let you go for the day. But here's the deal. When you make a decision and you want to be a cash-based doctor and you want to do what's best for the patient, you have to do the opposite of what you were doing in insurance-based care. It's not going to work. And if you're going to be listening to this and you're going to be working with me, you can no longer say, I'm not a really good business person, Matt. I don't know anything about business. Because you can learn it, just like you learned something about— just like you passed, um, organic chemistry or biology or whatever it is. You can learn this. And by listening to this podcast and going over it over and over again, You're making that commitment, but don't stop. Don't stop. Make sure you're on my list to get emails. Make sure that you are attending the events that we have coming up. We're gonna have a big slate of events coming up. Whoops. Now that COVID's kind of waning down, we're gonna be doing a lot more live events. We're gonna be packaging the whole concept of business and the medicine together. So we're gonna be doing medical training and business training all together because look, your patients need you. Our country needs you. The republic needs you. Okay, we know that national— we know that single-payer systems don't work in the best interest of the patient. For those of you that listen to me in Canada, you know the deal, right? And we've got to provide these options for our patients, and we've got to get them healthy. So do that. Continue to push the envelope for yourself. Stretch yourself when it comes to learning about business. Dedicate the time and energy to become a great practicer of business, just like you're a great practitioner of medicine. That's what I got for you today. Thank you so much for listening to the Practice Profit System. I'm your host, Matthew Gillogly. You can check us out at thepracticeprofitsystem— practiceprofitsystem.com, or you can check us out at srpmedicalmarketing.com. I'm excited that you're here. Thank you so much for listening. Thank you for sharing this. Make sure you give us a review, post a comment. If we can help you, reach out to our office. We're here for you. Have a great day, everybody.
Make it great. Thank you so much for listening. If you liked this episode, take a moment and share it with your fellow medical professionals, or post a positive comment and rate it on wherever you just listened. Now don't forget, you can get a copy of my book, The Anatomy of a 7-Figure Medical Practice, for free. Just pay $7.95 in shipping and handling, plus you'll get over $1,197 in free bonus material. Simply go to srpmedicalmarketing.com/book. That's srpmedicalmarketing.com/book. Thank you so much, and we'll see you next week.
