Getting Out of the Physical Therapy Whirlwind

Over the years I have spoken with hundreds of physical therapists and practice owners across the nation. I’ve noticed a common theme among them. They’re stuck in some sort of whirlwind with minimal time to grow their practice beyond themselves. Most of them expressed feeling burnt out.

‍

Even those working in a cash-based environment felt this way. But how is that even possible, when they’re only treating 5 to 8 patients per day?

‍

It’s because we, as physical therapists, tend to juggle many balls regardless of the type of clinical environment we're in. That's just who we are as a profession. On a typical day, we handle a full caseload of patients, document our notes, and help oversee administrative functions of the practice. And, on top of it all, we’re expected to build relationships in the local community to get referrals and keep our schedules full.

‍

The Whirlwind

This scenario is all too familiar to me. I felt trapped in my own whirlwind for five very long years. I thought everything would fall apart if I stepped away from the clinic or took any time off.

‍

So I went "cash" in an effort to create more time for myself. But this actually had the opposite effect. I quickly learned that, when patients pay cash for your services, they expect your full undivided attention at all times. They want your eyes and hands to be on them. And, most importantly, they only want to see YOU and no one else.

‍

While treating patient after patient, I remember thinking that it would be nearly impossible for me to bring on other PTs who could do what I did. I would say, "It's easier just to do the work myself" than to teach others how to do it. So I kept adding more and more patients onto my schedule until I maxed out at 12 cash based appointments a day!

‍

That's when I hit a wall. Everything caught up with me and things in my life began to suffer. I became less productive and less pleasant to be around. I stopped exercising and taking care of myself. Basically I stopped practicing what I preached to my patients.

‍

At this point, the weight of the business was resting heavily on my shoulders. I felt exhausted, trapped and completely alone. Then I began experiencing health issues from the constant stress and lack of sleep. I remember saying to myself, “How could I possibly help anyone else when I couldn’t even help myself?” I knew that something had to give. I had to learn how to let go.

‍

Learning to Let Go

As I was steadily approaching rock bottom, I came to the realization that I would never be able to grow the practice beyond myself if I wasn't willing to let go. So here are the steps I took…

‍

Step 1: Asking for help

The first step was accepting the fact that I couldn’t do everything on my own. I had to ask my staff for help. I could oversee the practice from a high level, but I shouldn’t micromanage others. Essentially I had to start acting like a CEO.

‍

Step 2: Creating a system

I documented everything I did on a daily basis and put it into a system with step-by-step processes that others could follow. I carefully dissected each part of the customer service experience to make sure that nothing was missed.

‍

Step 3: Hiring, Training and Delegating

Most of my time was spent hiring and training teammates to do what I did. I had to make sure they could follow the system and execute the processes without me having to look over their shoulders.

‍

Step 4: Trusting Others

As I got the system, processes, and people in place, it became far easier for me to let go. I didn’t feel the pressure to juggle as many balls because I trusted others to catch them.

‍

The more I delegated, the smaller my whirlwind got. The more I let go, the more my practice grew.

‍

Today, Activcore is no longer dependent on any one person. It's more about a brand, culture, mission and vision that we all feel connected to. It has become something much larger and more meaningful than I could have ever done on my own.

‍

Getting Out of the Whirlwind

Is your practice more about YOU than about a system and team? Are you having to extinguish administrative “fires” on a daily basis? Are you up late at night documenting treatment notes? Are you not able to enjoy life outside of the office? Are you worried that the clinic will fall apart if you step away for a day or two? Are you feeling overwhelmed, stressed and/or burned out? If you answered yes to any of these questions, then you’re probably stuck in a whirlwind.

‍

Take a step back and focus on what really needs to be done to streamline and grow your practice. Rather than working harder with just your two hands, think about ways to work smarter by teaching and empowering the hands of others. Only then will you be able to let go and grow.

‍

Check out my next blog post explaining why conventional PT doesn't work and how Activcore is different.

‍

Disclaimer: The views expressed in this article are based on the opinion of the author, unless otherwise noted, and should not be taken as personal medical advice. The information provided is intended to help readers make their own informed health and wellness decisions.

BLOGS BY SAME AUTHOR

Is Physical Therapy Worth the Price? A Comparison Between In-Network versus Out-of-Network

As physical therapy co-pays exceed $50 per visit, it’s only natural to start questioning if you’re actually getting your money’s worth. Was my physical therapist prepared, ready, and on time for my session? Did I feel like I was the center of attention, or just a number? Did I get pushed off to a technician or aide? Could I have just done those exercises at home?

Physical Therapists are Playing On An Uneven Field. Are You Ready For A New Game?

When the keynote speaker, Gary Vaynerchuk, at the 2015 APTA Private Practice Section Conference asked an audience of like a thousand PT practice owners if they were happy about the financial health of their business, less than 50 people raised their hands. Gary V. was obviously taken back by this lackluster response, so he repeated the question to make sure everyone was paying attention. Yet again, those same hands went up.

Why Out-of-Network Physical Therapy Can’t Be Served Like a $1 Cup of Coffee

Starbucks was a powerhouse brand in the new millennium, constantly opening up new locations and expanding their product offerings. But, after the housing bubble burst and the financial sector collapsed in 2008, people suddenly began to question the wisdom of spending $5 for a Skinny Cinnamon Dolce Latte. After all, you could get a cup of coffee at McDonalds for just a buck.

Creating the Ultimate Physical Therapy Experience: Step 1, Drive Value

“How do I convince my patients that the service I deliver is worth the price?” This is a question we often hear from physical therapists who want to rely less on insurance and more on the cash value of their undivided time. The first step in answering this question is to fully understand the difference between value and price. They aren’t necessarily one and the same.

Creating the Ultimate Physical Therapy Experience: Step 2, Optimize the First Impression (virtually)

In today's post, I am going to discuss how first impressions influence value.‍ Even before they set foot in your clinic, prospective clients must be convinced that your services are worth at least as much as your asking price. Otherwise, they will find a physical therapist who is willing to charge less than you charge, or a cash-based physical therapist who can create more perceived value than you can.

Creating the Ultimate Physical Therapy Experience: Step 3, Nail the First Visit

When you exceed expectations at every touch, customers feel like you are worthy of their time and money. They tend to be more willing to go outside of their insurance network, pay cash, and tell everyone around them about you. On the contrary, if you miss the mark at any point, their perceived value of your service can suffer.

Creating the Ultimate Physical Therapy Experience: Step 4, Obsess About Outcomes

In the first three parts of this blog series, we discussed the definition of value and how to build it through each phase of the customer experience. We also explained how to nail that first visit. Now that we’ve got their attention, delivering superior results is absolutely critical for long-term success of the practice. After all, clients are ultimately paying for an outcome.

Creating the Ultimate Physical Therapy Experience: Step 5, Work Your Referrals

Building a trusted relationship can also inspire clients to become your brand ambassador. The question is, what are you doing to leverage the relationship you’ve worked so hard to establish?‍ Studies show that over 90% of people trust recommendations from friends and family more than all other forms of marketing.

Growing Your Physical Therapy Practice Through Storytelling

The competitive landscape of physical therapy has drastically changed over the past decade. In order to survive, you have to separate yourself from the countless PT chains and hospital based clinics out there. Besides offering a distinct treatment approach, like we do at Activcore, there’s one essential ingredient in the customer service recipe that most physical therapists leave out. By overlooking this important detail, you could be missing an opportunity to connect with your customers on a deeper, more meaningful level.

Pioneering Cash Based PT: A Lesson for Growing Your Practice

The year was 1976. My parents decided to drive me, my sister, and our dog from New York to start a new life in Arizona. When we finally got there, we opened our first pizza restaurant within a shopping mall. This was a new concept back then so we we felt like pioneers.