In the fast-paced world of cash-based physical therapy, chiropractic, or functional medicine practices, most owners focus their energy on bringing in new patients. But here’s a secret: the most reliable path to a stable, profitable practice lies in retaining the patients you already have.

In today’s podcast, we dive deep into the often-overlooked art of patient retention and why it’s crucial for long-term success. By focusing on retention, you can reduce marketing costs, increase profitability, and unlock the hidden potential of your practice.

Why Patient Retention Matters

As a practice owner, you’ve probably spent a significant amount of time and money acquiring new patients. While bringing in fresh faces is important, retaining existing patients can be far more impactful. When you focus on improving retention, you’re not only ensuring a steady stream of income from your current patients, but you’re also increasing the likelihood of them returning for future treatments, recommending you to others, and leaving glowing reviews.

Here’s the math: if your clinic averages five visits per patient, improving that number to 10 visits per patient would cut your lead generation needs in half. This means you’ll need fewer new patients, spend less on marketing, and still hit your revenue goals. In essence, it’s easier to extend the length of treatment for current patients than it is to double your lead acquisition efforts.

The Cost of Low Retention: A Vicious Cycle

Now, let’s think about two practices in the same area—one with low patient retention (five visits per patient) and one with high retention (nine to ten visits per patient). Which practice is in a better position to thrive? The answer is obvious.

Low retention practices constantly have to hustle for new leads. This not only takes time and effort but also drives up marketing costs, which eat into profits. On the other hand, a practice with high retention spends less on marketing because they’re keeping their patients longer, which leads to more referrals, more reviews, and ultimately, more growth.

Building Strong Relationships: The Key to Retention

Patient retention isn’t just about getting people to stay longer—it’s about building lasting relationships. If patients feel like they are more than just another number, they are more likely to return and recommend your services to others. Relationships are at the heart of retention.

One important shift in mindset is realizing that your goal is not just to get patients out of pain. It’s to help them achieve their highest potential and guide them to better performance. Whether it’s helping a runner get back to running a half marathon or improving a golfer’s swing, when you show patients what they can achieve, they’ll keep coming back for more.

Preventing Burnout: Breaking the Traditional Mold

Many physical therapists come from traditional insurance-based clinics where the focus is solely on pain relief and quick discharges. This can lead to burnout and a narrow view of patient care. Once these therapists transition into cash-based practices, they often bring that old mindset with them: “Get them in, get them out, and move on to the next.”

But this approach ignores the larger picture—how can we help patients maintain their health in the long term and prevent future injuries? This is where patient retention comes into play. By focusing on performance, you’ll not only extend the patient’s time with you but also help them achieve lasting results that go beyond simply relieving pain.

The Importance of Setting Expectations Early

To improve retention, it’s crucial to set the right expectations from the very first visit. From the first phone call, explain your three-phase process:

  1. Phase One: Getting the patient out of pain.

  2. Phase Two: Addressing the root cause of the issue.

  3. Phase Three: Improving performance and preventing future injuries.

By framing the process this way, you give your patients a roadmap for their treatment, which increases their commitment and reduces the likelihood of them dropping off once they feel better. This proactive approach helps patients see the bigger picture and understand why they need to continue with their treatment.

Using Visuals to Reinforce Retention

Another powerful tool to improve retention is visualizing the patient’s journey. Having clear, easy-to-understand visuals in your treatment rooms and on booking pages can help patients see the value in sticking with the full treatment plan.

For instance, using a simple graphic that shows the three phases of care or the path to achieving a goal (like running a half marathon) can be incredibly effective. Visuals can also be included in your marketing materials to set expectations and remind patients of their progress.

The Final Five: Keeping Patients Engaged

At the end of each session, do a “Final Five” check-in to reinforce the treatment plan and keep patients engaged.

  1. Recap the session and explain how the exercises will help them achieve their goals.

  2. Set expectations for the next session and get their buy-in for what’s coming next.

  3. Ask about their goals to ensure their treatment is personalized and relevant to them.

This process doesn’t just improve compliance; it ensures the patient feels heard and valued, which goes a long way in improving retention.

How Continuity Programs Improve Retention

Once your patients complete their initial plan of care, offering a continuity program can significantly boost retention. A continuity program is a membership-based service that provides ongoing care to help patients maintain their progress, prevent injuries, and achieve higher performance. When patients know they have continuous access to support, they’re more likely to stick around for the long term.

By implementing a continuity program, you can create a predictable revenue stream, reduce your dependence on new patient acquisition, and improve the overall patient experience.

Conclusion: Retention Is Key to Long-Term Success

As a cash practice owner, focusing on patient retention is one of the most profitable strategies you can adopt. By building strong relationships, setting clear expectations, and offering continuity, you’ll not only reduce your marketing costs but also create a more sustainable and scalable business. Remember, it’s easier to retain a patient than to constantly hustle for new leads. So start working on your retention strategies today and watch your practice grow.

Watch and Listen to the Full Video

For a deeper dive into a cash physical therapists’ journeys, make sure to listen to the full video: Stop Chasing Leads: The Patient Retention Strategy That Scales Your Cash Practice

About Author:

Jordan Mather
Jordan Mather got started in the entrepreneurship game at 18 with a medical software startup that revolutionized the physical therapy patient experience. As CEO for 5 years, Jordan participated in top Startup Accelerator Programs, collaborated with a major Wisconsin hospital, raised over $250K in funding, and earned a spot on Wisconsin’s ‘Top 25 Entrepreneurs Under 25’ list.

Although the company eventually failed, it provided Jordan with invaluable learning experiences. He became passionate about designing world-class patient experiences and building efficient marketing & sales funnels for cash physical therapists. Utilizing this expertise, Jordan became the CMO of a well-known physical therapy media company, and consulted for and built marketing funnels for some of the top physical therapy business coaches.

Eventually growing tired of the typical agency and consulting grind, Jordan, alongside Max Zirbel, founded Clinical Marketer. They infused it with the hands-on support and mentorship that they benefited from in their initial venture. The company was a success from the start, aiding clinics in scaling to 6 and 7 figures in revenue. During its first launch, Jordan and his team met Dr. Ben Bagge, whom they later partnered with after helping him grow his business from $200K/year to over $1M/year in three years.
 
Now, Jordan is focused on empowering clients in the cash physical therapy space, sharing his accumulated skills, processes, and hiring strategies to help them increase their revenue and impact without proportionally increasing their workload.

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