After grad school, Joey Salgado found his first job overwhelming and disappointing, as he was required to see 4-5 pts per hour plus the evals that came in. Assorted other jobs that followed all left him similarly unfulfilled, until he finally began to wonder why he chose physiotherapy at all. Eventually he’d had enough. Joey decided to “give up fear for Lent” and start working on his own cash-based practice, a place where he could reignite his passion for physiotherapy and provide the kind of treatment he knew his patients deserve.
Meanwhile, Josh Moreali—Joey’s friend from grad school—had also worked for years in a “money-mill” type practice, but he was driven to do something bigger. He knew that would be impossible within the traditional practice where he’d built his career, so when Joey’s practice had grown enough, Josh was ready to help out as a part-time contractor. In time, they were working together full time, so they decided to formalize their partnership by opening a joint physiotherapy practice.
In this interview, Joey and Josh share how they’ve built a thriving partnership that fosters their passion to make a difference in the field of physiotherapy. They divulge specific details on the pricing, marketing, financing, and logistics that have helped them create a private practice that embodies their vision for all that’s possible in physiotherapy.
More specifically, we discuss these cash-based practice topics:
- How pivotal it was to stop thinking in terms of copays in order to be able to successfully sell cash-based services—and how you can change your mindset to truly believe in the high value of your services.
- How they implemented a huge price increase without alienating existing patients.
- How to assess the suitability of a partnership and ensure the business you will share is set up to succeed for the long term.
- The ramp-up approach each partner used to transition toward their own cash-based practice in steps rather than in a single quit-your-day-job leap of faith.
- How their company is set up legally, including the details of their own compensation arrangements.
- Why they wanted their space to feel more like a gym than a healthcare facility and how that contributes to a patient mindset that’s focused on wellness.
- Which channels have been most effective in marketing the practice and how they get cash-pay referrals.
- How they create social media posts that generate real engagement with their target cash-based market.
- The formula they follow to write marketing messages that resonate with prospective cash-pay patients.
- How to track the effectiveness of private-practice marketing videos so you’ll know what is actually working.
Resources mentioned in this episode:
- Progressive Motion Physiotherapy on Facebook
- Progressive Motion Physiotherapy YouTube Channel
- Business Network International
- Mindset: The New Psychology of Success by Carol Dweck
Interested in the cash-based private practice model?
Let us know if you enjoyed the show:
[Click to Tweet link] Thanks Joey Salgado & Josh Moreali @progmotionpt for all the online and in-person marketing tips on the Cash-Based Practice Podcast w/ @drjarodcarter ! https://drjarodcarter.com/97 #cashPT