If you’re looking to increase recurring revenue for your cash-based physical therapy (PT) practice, a continuity program could be the perfect solution. At Clinical Marker, we’ve seen how effectively such programs can help practitioners not only serve their patients better but also boost their bottom line over time.
In this post, we’ll walk you through the process of crafting and launching a signature continuity program, tailored to your niche and patient needs.
Why Continuity Programs Are Powerful for Your PT Business
A continuity program offers your patients ongoing support, ensuring that they don’t just recover from injury but thrive in their physical health journey. For your business, this means recurring revenue and a higher lifetime value for each patient.
The beauty of these programs is that they can vary based on your niche. Whether you specialize in runners, CrossFit athletes, or women’s health, you can design a program that feels personal and tailored to their specific needs.
How to Craft Your Signature Continuity Program
Start by asking yourself (and your patients) what would benefit them the most. For example, a runner who’s just finished their rehab might be eager to work on strength training to prevent future injuries and improve performance. You already have their trust, so offering a personalized strength program as a next step is a natural progression.
If you’re unsure what your patients need, ask! They might have already dropped hints like, “I wish you had this kind of service,” or “Do you offer a program that helps with…?” Use this feedback to shape your offering.
Examples of Successful Continuity Programs
Here are a few models to consider when designing your continuity program:
1. Monthly Checkups
Patients can opt for monthly visits at a discounted rate (e.g., $199 per session vs. your standard $275 per visit). These checkups allow patients to nip potential issues in the bud before they need a full plan of care.
2. Hybrid Programs
A mix of in-person and remote check-ins, these programs might include a three-month customized exercise program with two or three virtual check-ins. This approach helps you leverage your time more effectively while still providing valuable support.
3. Remote Coaching
For patients who prefer self-management, offer a purely programming-based option. This is especially great for runners or CrossFit athletes. It can include strength training plans and weekly automated text check-ins for accountability.
4. Personal Training with a Physical Therapist Assistant (PTA)
We’ve been developing a personal training model for post-rehab patients, facilitated by a PTA with a CSCS certification. This allows us to bridge the gap between rehab and performance training, ensuring patients continue to improve while staying connected with our clinic.
How to Launch Your Continuity Program
Once you’ve crafted your program, it’s time to get the word out! Here are a few key steps:
- Tell Everyone: Discuss your program with every patient, current or former. Send out personal texts and emails, and mention it during their visits.
- Create Urgency: Consider offering a founding member discount or limiting the number of spots available. This urgency can motivate patients to act fast.
- Start Early: Begin talking about the program at the first point of contact with a patient—whether on the phone before their first visit or during their plan of care.
Wrapping It Up
A continuity program is a win-win for both you and your patients. They receive continued support for their health and performance, and you benefit from recurring revenue and increased patient retention. Tailor the program to your niche, listen to what your patients need, and launch it with enthusiasm.
Watch the full video below to learn more about integrating a continuity program into your practice!
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.
