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Phillip Liao, Chester Hill (2026)

02/06/2026

The problem with everyone learning digital advertising is the 'first mover' advertising is disappearing.

Similar to when clinics first adopted a social media page - those who were active organically grew their businesses.

Now, every clinic has an organic page, and the advantage has disappeared.

The next move was to learn how to use the advertising engines. Those who moved first, captured eyeballs and they thrived.

Many of them thrived purely because no one else was doing it.

Now everyone is.

And now to stand out, clinics are using discounts to attract new patients.

On a short term, strategic level - it makes sense.

Get new patients, impress, hope they stay.

But in the long term, I just haven't seen it work sustainably.

A discount attracts patients who want a discount. It doesn't necessarily attract a patient who 100% wants to work with you.

And when you inevitably charge the standard follow-up fee - they will scurry away (especially if you offered a large discount).

As a group of professionals, a discount strategy is a loss for the community as a whole.

Patients start seeing consults as a discountable commodity.

Other clinics feel pressured to lower prices.

Employees get paid less.

It's a race to the bottom.

Win by creating and giving value - not by cheapening your service.

02/06/2026

I've been seeing clinics advertising huge discounts on their services and while I personally don't recommend it, I understand the logic behind it.

I just shot a YT video breaking down how all my private clients are still getting 4-5 new patients a week on their ad spend WITHOUT offering one discount.

There are three key components.

1. Differentiation.

2. Your asset library.

3. Your product itself.

As more clinic owners improve their digital marketing skills - all ads will cancel each other out.

These strategies are timeless and will outlast any digital advertising strategy.

Full video link in bio.

25/05/2026

This is how you answer when a patient asks you for a miracle... and it's a lot simpler than you think.

You just need to talk about how you would help.

And to be willing to walk away.

These two things will strongly set the interaction in your favour and most patients will respect you more for it.

If you start to people-please your patients, you lose control of the relationship.

At the end of the day, you are supposed to lead your patient, not the other way around.

09/05/2026

Every 2 weeks.

That's what I've come to learn about myself.

Every 2 weeks, I go through a wave of intense irritation and dissatisfaction at myself.

Why aren't you making more impact?

Why aren't you helping more people?

Why aren't you better?

A lot of pop psychology talks about this as a strong inner critic.

I've just accepted that it's part of my wiring.

It's part of what I am.

Because you know what I've learnt?

It's my choice whether I channel this energy toward something that I find useful.

Because no matter what I do, I still get back to the same place anyway.

Travelling? Feels good for 2-3 days, then we're back.

High intensity competition? Feels good for a day or two after, then we're back.

Business wins? Feels good for 2-3 days, then we're back.

Don't get me wrong, I thought there was something 'wrong' with me a few years ago.

But I was already doing the things that were most effective for management anyway.

Exercise. Eat well. Sleep. Good relationships. Purposeful life.

So if I'm already doing everything right and it's still happening then there's nothing wrong.

It's just the way it is - like an ocean that is meant to crash when it storms. No one says an ocean is wrong because there's times of rough waves.

If you're like me, then I want you to know - there's nothing wrong with you.

You're wired to create, to use these periods of irritation to generate impact.

It's not a problem, it's a gift. It's not to be fixed, it's to be channelled.

06/05/2026

Do you scratch your head why your clinicians can't retain their patients?

It's not even about revenue most of the time.

It's about poor quality of care.

And time and time again I see these three mistakes in clinic teams.

1. What is the VALUE in your treatment offers?

What is the difference in VALUE between a 30, 45 or 60 minute session?

It's not the time - it's WHY that time is important.

A 30 minute session is valuable for people who already have an existing exercise history, are simple cases or are past the acute stage. All these aspects allow for LESS time with the therapist.

A 45 minute session is valuable for people who have zero exercise history, and thus need more movement coaching, or are very acute and anxious... so they need more time to settle and take in the information.

The same goes for 60 minutes. Most times, clinicians just say 'well you get more time,' and 'it's cheaper.' This is wrong. There is no inherent value in 'more time' if it's not articulated. There is no inherent value in 'cheaper' if the patient isn't looking for a 'budget' option.

2. Not Having Clear Progression Pathways

This is where most clinicians lose their patients. They deliver great treatment in the first 3 sessions but then they say 'come back in three days and we'll review.'

Review what? What exactly is the patient coming back for?

Patients don't come back if they don't know why they need to.

3. Not Having Next Stage Conversations

Most clinicians don't lose patients in the acute stage. They lose them in the sub-acute stage.

Why?

Because they assume the patient wants to continue.

But most patients will say 'yes okay,' and never turn up.

Instead, clinicians need to be COACHED to have the next stage conversation.

Don't leave it in the hands of the patient - they'll almost never want to come back; unless you ask them to.

And as promised...

If you want a FREE copy of my retention eBook, comment 'retention' and I'll send you your free copy.

05/05/2026

This is your friendly reminder that...

You're probably working hard enough. Go chillax ffs.

Whether it's sitting on a horse, lounging with your kids, watching a movie with your partner or just picking veggies in a garden...

Work is always gna be there.

02/05/2026

A patient retention hack I wish I'd learnt earlier...

Is to treat each consult like the patient is searching for a win.

A lot of clinicians head into consults looking to 'treat' patients.

On paper, they're doing their exact job.

But so many patients drop off because these treatments don't leave them with a WIN.

See patients want to leave every consult feeling like they've 'won' somehow.

And one of the best wins you could give them is the gift of a great conversation.

Don't get me wrong - you should definitely still do your clinical job.

But you can only talk clinically sporadically before they tune out anyway.

That's why one of the pillars of any great clinician is their ability to start, hold and maintain a conversation.

It's not about being a chatterbox either.

It's about asking the right questions, listening thoughtfully and responding in an authentic way.

Sometimes, it's these very conversations that reveal more psychosocial factors that you can use to treat them even better.

This is just one aspect of retention I write about in my free book 'How To Retain Patients Without Being Sleazy,'. If you want a copy, comment 'retention' and I'll send it through.

30/04/2026

People buy from people who believe in the value they bring.

A lot of clinicians talk about 'exercises' to improve a certain condition.

But what they don't do is elaborate on the value of them.

Quite often this is because they themselves don't truly understand or can articulate the exercise selection.

Everything in my pre-hab program, I put thought and clinical rationale into.

And if I was to explain this to a lead, I would tell them exactly where the value in that exercise lies.

The farmer's carry on its' own is not valuable to own.

But the farmer's carry increases cuff activation with low re-injury risk is valuable.

The wide grip row is not valuable on its own.

But when they can see and experience the contraction of that muscle for themselves and how much more sturdy their shoulder feels - it immediately becomes valuable.

You're not 'sellling' exercise.

You're selling your thought process behind the exercise.

29/04/2026

Insight is the difference between a $120 and a $240 consult.

Patients are happy to pay you more if you can demonstrate you understand the problem at an extremely deep level.

With new graduates every year that claim to have certain specialties (and some genuinely do)...

It's even more important that you learn how to mix your professional education with personal experience and your unique method of solving the problem.

This is insight, and NO ONE can copy this off you.

They might copy your program, but they cannot possibly copy your interpretation.

To develop insight, the answer isn't in more formal education.

It's going back to how experts first were developed.

By spending time in THE THING.

It's a completely different conversation when a patient speaks to a clinician whose has walked part of that journey.

You get each other more. You also understand them beyond what 'rehab' is.

Develop insight. No one can copy this.

28/04/2026

In my 10th year of business and I learnt these the hard way...

1. It's not about how much I know, it's about how much I'm ready to do. I read multiple textbooks on marketing, business, leadership and sales but none of it prepared me properly for my first sales call.

2. Working long hours makes me feel good about myself, but isn't actually business success. I used to glorify 50-60 hour work weeks. I told myself 'I needed to grind' in order to make it work. The truth? I was just using long hours to cover up my own feelings of self worth.

3. Use money to buy time back. Don't use time to earn more money. This is the biggest trap I fell into in my 20s. I kept trading my hours for sessions. Every hour increased my income. But it didn't increase my time. I started sitting around on weekends wondering, where did all my time go?

4. It's okay to not want to make a million dollars. I think most people enter business with this weird figure of 'I want to make 7 figures' but the reality is most people never do. And the ones who do will say 'now that I have it, I think I would've been happier with less.' Lifestyle businesses are just as great to have.

5. I realised how selfish people really are. I remember spending months building a new product, spending thousands of my own money and charging a very affordable price. People still ask for discounts. They still ask for freebies. they still say 'I'm spending money so shouldn't I get...' But that's the game.

6. I realise just how much my upbringing affected my growth. Growing up in a low income immigrant household made me think that working hard and saving my money was the mature thing to do. What I didn't realise on my business journey is that's only half of what needs to happen. Spending money is actually how you grow. Investing in your vision is how you change your life.

7. Business is unfair. I don't mean that in a negative way, but 1 hour into one business does not equal the same dollars from another business. (Cont in comments).

Phillip Liao

02/06/2026

02/06/2026

25/05/2026

09/05/2026

06/05/2026

05/05/2026

02/05/2026

30/04/2026

29/04/2026

28/04/2026

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