Married Physiotherapists Luke and Zuzana Perraton are building a business, only they are not quite sure what it is yet. Luke is a clinician, turned researcher, turned educator, whilst Zuzana is a clinician and researcher. Suffice to say they are on top of the latest evidence and how to teach it, so it is no surprise that education is their raison d’etre and a likely focus of their future.
How Luke and Zuzana’s physiotherapy education business will look they are unsure but they are comfortable with the idea that it will evolve with them. Right now though, their business needs to exist, it needs an identity and they need a place to be found.
In a digital world, when building a successful business a strong profile, network and database are more important than a killer product or service. In fact, your network and database can inform what products or services they need and value, and your business can subsequently supply them.
Luke and Zuzana’s first step was to create a brand and they chose Perraton Physio. It has a multitude of advantages 1) It is unique, 2) It is short, 3) it can mean anything they want, and 4) as their name it already exists; it is a brand upon which they can build digital global awareness.
Their second step was to register a domain name and build a website. They chose to connect to the profession’s own domain extension .physio and registered the domain www.perraton.physio. Luke said,
“Physio is a globally recognised and trusted brand and by connecting their brand with it they can gain immediate credibility whilst showing their pride in their profession”.
And as an exact match to their brand, their website address it is far more memorable. Included in their profile building was securing Social Media identities that matched their brand, which was made much easier with their unique name.
The third step is to build their profile and a database of customers, and for that they need an offering – a giveaway of high value. Hence, Luke has just commenced the Physio Foundations podcast, where he draws on his knowledge of the provision of contemporary undergraduate education and his access to expert colleagues, to strengthen the foundations of physiotherapy practice. The first podcast with tendinopathy expert Peter Malliaras contains absolute gems of knowledge, for even the most seasoned clinician, and Luke’s educational style ensures that the interviewee’s knowledge is presented in a logical and easily consumed manner. It truly is a revelation of quality in an already crowded podcast space of clinical education.
The fourth step is in the works, and will lead to monetisation of their network and database through the provision of high quality pay-per-view educational products. Watch out for future announcements.
In summary, Luke and Zuzana have reversed the usual business model of building a product/service first and then the business second. Instead they moved backwards and built the business first and their product/service second with all the many future advantages outlined above.
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