When it comes to running a successful cash-based physical therapy practice, providing a world-class patient experience is key. Many clinic owners misunderstand what true patient experience is, confusing it with customer service. In this post, we’ll break down what sets a world-class experience apart and how you can create one for your patients that justifies your premium pricing and helps you stand out.
The Difference Between Customer Service and Patient Experience
Customer service is reactive. It’s the process of putting out fires, solving problems, and meeting the expected needs of your patients. While customer service is essential, it’s not enough to retain patients in today’s competitive landscape.
Patient experience, on the other hand, is proactive. It’s about designing interactions that go above and beyond what is expected. This includes how patients feel from the moment they land on your website or see your ad, to their first phone call, all the way through treatment and beyond. Patient experience is about creating consistent, positive, and memorable moments throughout the care journey.
Three Wins for a World-Class Patient Experience
To create a world-class patient experience, focus on achieving three specific wins:
Emotional Win
This is about helping patients feel seen, heard, and understood. From your first interaction, whether it’s an ad, a website visit, or a phone call, the goal is to connect emotionally with the patient. Understand their concerns and show them that you not only know their problems but also have the solutions.Action-Based Win
Create small wins early in treatment. For example, if a patient has avoided squatting due to knee pain, show them that they can squat again with modifications. These wins help them believe in the process and build confidence that they’re on the right path.Outcome-Based Win
This is the result that the patient ultimately seeks. While important, it’s not the only part of the experience that matters. By focusing on emotional and action-based wins early, you ensure patients stay engaged long enough to achieve the outcome they desire.
Why Experience Matters More Than Skill
Many clinic owners believe that their clinical skills alone will attract and retain patients. However, even the best clinicians can lose patients if they don’t provide a superior experience. In fact, many personal trainers and less qualified professionals are thriving simply because they offer a more engaging and enjoyable experience.
The truth is, outcomes alone don’t keep patients coming back. It’s the experience you create that builds trust, loyalty, and the desire to continue care.
Creating a World-Class Experience Starts Before the First Visit
The patient experience doesn’t start at the first appointment—it starts much earlier. Every touchpoint, from your marketing materials to how easy it is to book an appointment, plays a role in setting expectations.
Website and Ads
Your website copy and ads should speak directly to your ideal patient’s specific problems. By addressing their unique concerns and challenges, you make them feel understood before they even meet you. A great example is avoiding generic messaging and instead highlighting the specific outcomes patients can expect with your care.
First Phone Call
The initial phone call is critical. It’s your first real interaction with the patient, and it sets the tone for the entire experience. Unlike many clinics that rush through intake, use this opportunity to listen deeply to the patient’s story. Ask them about their challenges, what they’ve tried, what hasn’t worked, and where they want to go. This not only shows that you care, but it also builds trust.
Personalization and Thoughtful Touches
Personalization goes a long way in building a world-class patient experience. Here are some simple ways to personalize care and make patients feel special:
- Text Reminders: Send personalized text messages before and after appointments. Recap what was discussed, offer encouragement, and celebrate small victories.
- Follow-Ups: If a patient mentions they’re traveling or participating in an event, send a quick follow-up message wishing them well or asking how it went.
- Whiteboard Welcome: Write the patient’s name on a whiteboard in the treatment room with a welcoming message. It’s a small gesture that makes a big impact.
Why a Premium Experience Justifies Premium Pricing
Charging premium rates requires providing a premium experience. You can’t simply raise prices without elevating the patient experience to match. When patients feel like they are receiving personalized, thoughtful care, they are much more likely to see the value in your services.
From emotional connection to consistent communication and personalization, every aspect of your patient interaction should reinforce the value of your care.
Wrapping It Up
Creating a world-class patient experience isn’t about just being the best clinician. It’s about how you make patients feel, how you guide them through their treatment, and how you provide moments that exceed their expectations. By focusing on emotional, action-based, and outcome-based wins, you’ll not only retain more patients but also build a reputation that justifies premium pricing.
If you’re serious about growing your cash-based PT practice, focus on creating an experience that is unmatched in your area. Your patients will not only stay longer, but they’ll also become your biggest advocates.
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.
