The Wrong Physiotherapy Mindset

I recently got back from Accelerate LIVE, an event for clinic owners run by my good friend Rick Lau of CallHero. The event was in Toronto, and I spoke about how to see value in your services and raise your rates to match. Unfortunately, they didn’t really get it.

I want to make sure you guys understand this, as the Canadian clinic owners I spoke in front of last month really didn’t.

My message was that it doesn’t matter how much you charge; it doesn’t matter what you do during the session; it doesn’t matter if you do pediatrics or geriatrics. What matters is that you listen to your patients and you ask them what they want. You figure out if you can help them, then charge a fair amount. To me, a fair amount is an amount that allows me to hire other people to generate a profit, to create an experience for patients that they can’t get anywhere else.

At the event, we all had to give a one-minute pitch to generate $10,000 in three months. Of course, I spoke about raising rates. After I pitched, I asked people to raise their hands if they were going to raise their rates on Monday. Only six out of the roughly 250 people raised their hands.

The person who ended up winning the contest was a guy who pitched selling retail products in the clinic… something we barely make any money on and not something I really recommend too often. It was like these owners would rather buy $12,000 worth of merchandise to sit on their shelves instead of raising their rates. The mindset is so wrong. In the U.S., people had this mindset maybe 20 years ago. The main difference is obviously Canada’s health care system: people don’t have to fight for reimbursement like they do here.

Here’s the deal: whether you’re in Canada or the U.S. or anywhere else… you should be charging what you’re worth. It’s not your duty to worry your patients won’t get enough reimbursement. It’s your duty to provide that transformation and to stop undervaluing yourself. 

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About The Author

Aaron LeBauer

Aaron LeBauer PT, DPT, LMBT started a 100% cash based physical therapy practice right after graduation. He's on a mission to save 100 million people from unnecessary surgery & enjoys helping passionate therapists build successful businesses without relying on insurance.

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