Two Rings or Less

By Tannus Quatre, PT, MBA

WE SOMETIMES THINK OF our brand as a presence that exists only when a client or customer is within the walls of our office receiving service and care. While our brands definitely exist inside this realm, it is important to know that our brands extend well beyond the walls of our practice and exist at every touchpoint between your practice and the market.

One such touchpoint is the phone, and a useful metric to improve your brand is the number of rings it takes to get to a human being. In an era where busy professionals are frustrated over wasted time, why not use rapid service by phone as a point of easy distinction?

I will challenge any practice who does not feel they can have their phones answered—by a human—in two rings or less. In a competitive market where every patient counts, focusing on the most widely used and customer-facing touchpoints is an easily achieved win.


Tannus Quatre, PT, MBA, lives at the intersection of physical therapy and entrepreneurship, spending his time helping physical therapists build and operate successful practices through his company, Vantage Clinical Solutions. He specializes in marketing, finance, and business planning, and authors and speaks regularly for the APTA and PPS. He can be reached at tannus@

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