How to Start a Physical Therapy Clinic: Having a Great Discovery Call

First off, this is a series based on our guide HOW TO START A PHYSICAL THERAPY CLINIC SIDE HUSTLE - THE ULTIMATE GUIDE. You can check it out to learn about all of the aspects of starting a physical therapy clinic side hustle!

When considering how to start a physical therapy clinic, one of the most overlooked yet critical components is mastering the discovery or sales call. This initial conversation is often the first impression a potential patient will have of your clinic, and it can determine whether or not they schedule an evaluation.

This post will cover why a great discovery call is essential and practical strategies to improve your sales skills.

Find out other insights in this podcast blog post!

Why Discovery Calls Matter

When you’re starting your clinic, it’s easy to focus on clinical excellence and overlook the importance of sales. However, without patients walking through the door, even the most skilled physical therapist will struggle to sustain a clinic. Discovery calls are your first opportunity to build trust, demonstrate your expertise, and explain the unique value your clinic offers.

A great discovery call allows you to:

• Understand the patient’s specific needs
• Showcase the benefits of cash-based physical therapy
• Overcome objections, like insurance-related concerns
• Increase conversion rates, turning inquiries into booked evaluations

For cash-based practices especially, this is a pivotal moment. Most patients have been conditioned by insurance-based clinics, so it’s essential to educate them on the benefits of your cash-based model during this conversation.

1. Rapport Building: The First Step to Success

The discovery call is not just about getting a patient to book an appointment; it’s about building trust from the moment they pick up the phone. The first few minutes should focus on rapport building. Engage in light conversation—ask about their day, location, or activities. The goal is to make them feel comfortable and lower their guard before diving into the details of their condition.

Pro Tip: Try to avoid diving straight into their injury. Building a personal connection before discussing treatment is crucial for creating a different experience from what they may have encountered in traditional clinics.

2. Active Listening: Understand Their True Pain Points

Once rapport is established, it’s time to dig deeper into why they are calling. Let them talk about their condition, how it’s affecting their life, and what their goals are. Actively listen without interrupting and give them the space to fully express their concerns.

Often, the patient’s physical pain is intertwined with lifestyle disruptions. Whether it’s missing out on their favorite activities or struggling with daily tasks, acknowledging these concerns helps you position your clinic as the solution to their problem.

3. Educate on the Benefits of Cash-Based Physical Therapy

Once you understand their challenges, it’s time to explain why your cash-based practice is the right fit. This step is vital, especially if they are used to traditional, insurance-driven models of care. Emphasize the following benefits:

• Personalized care: Cash-based clinics provide one-on-one sessions that go beyond the limited time constraints of traditional clinics.
• Comprehensive evaluation: A detailed, full-body assessment ensures the root cause of their problem is addressed, not just the symptoms.
• Long-term value: While the upfront cost may seem higher, patients often get better results in fewer sessions due to the quality and focus of care.

By explaining these advantages, you help the patient see the true value in investing in their health with your clinic.

4. Addressing the Insurance Question

One of the most common objections you’ll encounter is the dreaded insurance question. Prospective patients will often ask, “Do you take my insurance?” It’s crucial to handle this objection with confidence.

Here’s how to frame your response:

• Acknowledge the question: "That’s a great question. We actually operate outside of the traditional insurance model because it allows us to provide higher-quality care."
• Explain the limitations of insurance-based care: Mention how insurance often dictates the duration of care and the types of treatments available, which can hinder progress.
• Reinforce the benefits of your model: Highlight how your approach leads to faster results and better outcomes, as patients receive focused, one-on-one attention.

Transparency is key. Let them know that while you don’t bill insurance directly, they can submit for reimbursement, and you’ll help them understand their out-of-network benefits.

5. Value Stacking: Showcasing Your Clinic’s Strengths

Once you’ve addressed their objections, it’s time to show how your clinic offers a premium service. This is where you "stack" the value of your services. Mention everything that sets you apart:

• One-hour sessions
• State-of-the-art gym facilities
• Access to a personalized app for ongoing support
• Advanced techniques like dry needling, manual therapy, and strength training

By listing these features, you help the patient see the value in paying out-of-pocket for premium care.

6. Close the Call with Confidence

As you wrap up the discovery call, aim to schedule the evaluation immediately. Offer several time slots within the next 72 hours to increase the likelihood of booking. If they hesitate, remind them of the long-term benefits and reinforce the idea that waiting could exacerbate their condition.

Pro Tip: Mention that most patients in similar situations typically need 10-15 visits over three months to achieve their goals. Pre-frame the cost by mentioning payment plans to reduce the upfront financial burden.

Conclusion: Mastering the Discovery Call to Grow Your Clinic

Learning how to start a physical therapy clinic isn’t just about clinical expertise—it’s about building a sustainable business. Mastering the discovery call is an essential skill that can significantly increase your conversion rate, boost your revenue, and grow your clinic. By building rapport, educating your patients, and addressing objections with confidence, you can turn leads into loyal clients.

Take control of your discovery calls and watch your practice thrive.