Crafting Your Best Therapy Elevator Pitch

Ugh.

Even NON-therapists sales and marketing people hate this term, the dreaded “Elevator Pitch”.

First, let’s find out why it was created.

It’s mainly a 10-second introduction of how you as a private practice therapist would introduce yourself if someone asked what do you do, and designed to give a very quick introduction about who you are and what you do if you only have 10 seconds to introduce yourself.

A common sentence that therapists would say:

I’m a _____ (fill in the blank with their profession), and I help people improve their movement.

Or worse, say nothing all all ie “I’m a _____.”

The problem with this is that it doesn’t really say anything, and the person who asked it wouldn’t know how to apply it to his or her life.

The Problem With The 10 Second Elevator Pitch

It’s based primarily on speed and fear,

that you need to say about who you are and what you do BEFORE they get away

But this creates a lot of unnecessary stress for the therapist introducing themselves, and you get too preoccupied with quickly saying, and often the introduction is fast, unmeaningful and a quick “blip” to get it out of the way.

Its worse when you have to introduce yourself to doctors, GPs, surgeons and other referral sources where you want to make a good impression so that they will refer clients to you.

Ugh. It can be hard.

What kind of first impression do you want to leave on the person who asked you? That being said, I don’t blame you because we weren’t trained at all in such situations.

How And What To Say

The proper way to do it is:

  1. Craft your therapy elevator pitch
  2. Practice in front of the mirror at least 100 times
  3. Practice with your family and friends

#1 Craft your therapy elevator pitch

It’s not a natural process, so it makes sense to plan beforehand and craft it waaaaaaaaay before you even need to use it. If you make something up on the spot, 99.9% of the time you will stumble and not make the kind of connection and impression that you intend to make (applicable to dates, interviews etc).

So when you craft your elevator pitch, break it down to very clear topics, including:

  • Introducing your name
  • What your profession AND specialization is
  • How long you had practice
  • And what specific conditions you love/are known to treat

A personal and professional example:

Hi, my name is Nigel and I am a specialist hand therapist since 2005. I see and treat many hand injuries, and I am particularly interested in handling wrist fractures. My clients often achieve more than 97% movement and strength with zero stiffness.

It’s very specific.

The person who’s listening will:

  • know my name
  • know that I’ve been a specialist hand therapist since 2005
  • know that I treat all sorts of hand injuries, but my particular interest is treating wrist fractures (distal radial fractures)
  • know that my wrist fracture clients achieve more than 97% movement and strength with zero stiffness

And what happens when they come across a client with wrist injury, who are they going to think of?

That’s right, possibly me.

On the other hand, if all you say is “I’m a physiotherapist and I give one-to-one therapy and help people with pain”, whilst it’s not wrong, it’s not great.

Here’s why: they referrer don’t know who they should send your way specifically, and in the sea of dozens/hundreds of competing therapists, why would they refer to you?

#2 Practice in front of the mirror at least 100 times

With the therapy pitch that you had crafted in step #1 above, now is time to practice in front of the mirror, at least 100 times.

Watch your face, hear your voice and repeat. Make minor adjustments to your therapy elevator pitch to make it sound more natural (audio), look more natural (your facial expression) and the words smooth flowing and not forced.

The more you practice and refine, the better; it’d make it be more natural to you as you internalize and whenever people ask you, it’d come naturally to you.

Tip: catch it on video, and review. You’d be surprised how much you will “catch” watching and listening to yourself on video.

#3 Practice with your family and friends

Then once you’ve practiced until you’re confident, time to practice with your family and friends. Ask for their help and explain that you need to practice your therapy elevator pitch, and practice with them at least 10x per person, refining as you go along.

This is a good approach because not only will you be able to practice with someone else, but you will also get feedback from them PLUS you will also ingrain in them what you do and specialize in, and in future, they too can naturally be your referral sources.

At this point in writing since January 2018, I am not affiliated to any therapy businesses whatsoever as I've stepped down from Urbanrehab management and leadership position though I am still a significant minority; and am taking a sabbatical to spend time with children, wife and family; pondering my next steps and I hope to publish some books if possible.

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