The Rule of Seven

Have you ever heard of the Rule of Seven?

Here's a quick hint; it’s not some obscure physiotherapy principle buried deep in the textbooks. In fact, it has absolutely nothing to do with manual therapy, joint mobilization, or any of those complicated-sounding modalities.

In addition to being a physiotherapist with a phobia of milk...

I have been blessed to be able to diversify into the world of marketing, and I’ve discovered an unexpected connection between the two fields.

First things first—I owe you an answer to what the Rule of Seven is.

In marketing, it’s the idea that a potential customer needs to encounter your brand or message at least seven times before they’re primed to take action, like buying your service or clicking on that irresistible “Book Now” button.

It’s as if, magically, on the seventh time, the customer has an epiphany and says, “Aha! Enough ! I see your point.I do need that product!”

Now, you might be wondering, how does this marketing mumbo jumbo relate to physiotherapy?

Trust me, I never made the connection myself, but then it hit me in the middle of a treatment session—marketing and effectively treating your patients aren’t as different as they seem.

In physiotherapy, we often talk about the importance of consistent treatment sessions. While patients come to us with the hope of immediate relief after one session, the reality is that real, lasting change often requires multiple sessions. In fact, I’ve come to believe that the magic number might just be seven. Coincidence? I think not.

Let me lay it down cold. If your patient comes in with chronic back pain, after the first session, they might feel a little better, but not completely cured.

By session three, they’re noticing more significant improvements and telling you about how they wish they had started earlier.

By session five, they’re moving with less pain and more confidence.

And by session seven—well, that’s where the magic happens. That’s when they realize, “Hey, this physiotherapy thing really works!”

It’s like the Rule of Seven in marketing, but instead of selling a product, we’re selling the idea of movement, health, and the return to pain-free living. Of course, it’s not just about the number of sessions. Everyone is built differently, and what might be seven for me might be nine for you. It’s about the consistency, the relationship-building, and the trust that develops over time.

Much like in marketing, where seven touchpoints help build brand trust, seven physiotherapy sessions can solidify a patient’s belief in the process and in their physiotherapist.

Now, I’d be remiss if I didn’t address the elephant in the room—why the obsession with the number seven? Some might say it’s because there are seven days in a week, seven continents, Double-O Seven, seven colors of the rainbow—oh, seven. In fact, seven is all around us as a natural cycle that our lives revolve around.

Others might point out that seven is a lucky number, symbolizing completeness and perfection. And while eight is often touted as the desirable number (because, let’s face it, who doesn’t love a little figure 8 as the kardash-extra?), seven holds a special place in my heart—ever since seven ate nine.

(Yes, I went there.)

So, the next time you’re pricing your services or setting expectations with a patient, think about the Rule of Seven. Whether it’s marketing your practice or guiding a patient through their treatment journey, seven might just be the number that makes all the difference. After all, there’s a certain symmetry, a certain balance, to the number seven that just feels…right.

In the words of the beloved Chris Punsalan's grandma, who is a great example of a perfect 7, and happens to be my favorite YouTube grandma, "Everything will be ohkayy".