Retention and referrals are the backbone of a thriving physical therapy clinic. Every clinic wants more patients, but focusing solely on acquisition can be expensive and unsustainable. Instead, keeping your existing patients engaged, satisfied, and referring others is the most cost-effective path to growth.
In this blog, we’ll share strategies from real-world clinics on keeping patients engaged, encouraging referrals, and maximizing retention—all while delivering exceptional care.
Keep Patients Engaged During and After Sessions
The Final 10 Recap
One of the most powerful ways to ensure patients stay engaged is by doing a final recap at the end of each session:
Recap the session: Go over the exercises performed, explain why each one matters, and link it to the patient’s goals (e.g., returning to running, improving mobility, or lifting heavier safely).
Preview the next session: Outline what’s coming next and why it’s important. This gives patients a reason to return.
Ask for their input: Find out the one thing they’re most excited to work on next session. Giving patients ownership over their plan motivates them to stay committed.
This simple approach is subtle but incredibly effective, keeping patients engaged and accountable between visits.
Enhance Engagement Beyond the Clinic
Consider offering materials or resources that complement in-clinic sessions:
Specialized booklets for specific patient groups, like runners or CrossFit athletes, explaining common injuries, prevention tips, and performance strategies.
Drip-workbooks or worksheets sent throughout their treatment plan to help guide progress and reinforce education.
These tools create a sense of continuity, support home exercise adherence, and enhance the overall patient experience.
Encourage Word-of-Mouth Referrals
Ask Directly and Thoughtfully
The simplest and often most effective referral tactic is to ask directly:
Instead of broadly asking, “Do you know anyone who needs PT?” narrow it down: “Who among your coworkers, family members, or friends could benefit from this?”
Specific prompts reduce decision fatigue and make it easier for patients to recall potential referrals.
Set Referral Expectations Early
During the first session or evaluation, set the expectation: “Once we get you back to running that 10K, would you be willing to refer someone who could benefit?”
Patients appreciate transparency, and it sets a psychological hook. They’re now “on the hook” to follow through after achieving results.
Make Referrals Easy and Fun
Three-way texts: Patients can add a friend or family member to a pre-written message, making the referral process effortless.
Referral contests: Offer small rewards, like gift cards, for patients who refer others.
Gamification: Use boards or fun interactive methods where patients drop pegs or earn referral cards. Even if they don’t win the main prize, they still engage and give referrals.
Gamifying referrals creates a positive experience that patients want to repeat.
Retention is the Key to Profitability
Retention is more than just keeping patients coming back—it’s about delivering exceptional results that patients want to maintain.
Aim for 7–8 visits per patient, though higher is ideal. Some clinics average 9 visits per patient as engagement strategies improve.
Example: If your clinic completes 20 visits per week, and each patient averages 10 visits per plan, you only need two new patients weekly to maintain your caseload. If your average plan is 5 visits, you’d need four new patients, which is harder to sustain.
The principle is simple: retaining patients longer reduces the need to constantly chase new leads, improves profitability, and increases patient lifetime value.
Focus on Health Optimization, Not Just Visits
Retention doesn’t mean keeping patients unnecessarily. Instead:
Deliver world-class outcomes.
Help patients maintain and optimize their health long-term.
Be the trusted expert in their circle—everyone around your patients benefits from having a clinician close by.
When patients see consistent results and feel supported, referrals naturally follow.
Conclusion
Retention and referrals are the cornerstones of a thriving clinic. By implementing strategies like the final 10 recap, engaging patients with specialized materials, directly asking for referrals, gamifying the process, and focusing on health optimization, you can:
Keep patients engaged and motivated.
Increase the average number of visits per patient.
Grow your practice sustainably through referrals and positive word-of-mouth.
Focus on quality care, patient engagement, and fun ways to encourage referrals. Your patients—and your practice—will thank you.
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: Retention is King: Proven Strategies to Keep Patients Coming Back Without Feeling Salesy.
About Author:
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.
