About this episode

The episode discusses the confusion in physical therapy pricing and emphasizes the need for therapists to focus on selling outcomes rather than visits.

Physical therapists keep saying they provide value — but then many clinics hand patients a confusing menu of visits, rates, packages, discounts, weekday pricing, weekend pricing, and “per visit” math. That confusion may be costing you patients. In this episode of PT Breakfast Club, Tony Meritato, Dave Kittle, and Jimmy McKay break down a real cash pay physical therapy pricing problem and ask a bigger question: Are physical therapists selling the wrong thing? Patients are not really buying “visits.” They are buying relief, confidence, access, trust, and a clear plan to get back to the life they want. This conversation covers cash based physical therapy, private practice pricing, price anchoring, simplifying your offer, patient decision-making, and why “confuse me, lose me” might be one of the most important marketing lessons for any physical therapy business. We also talk about AI coaching, business coaching, babysitter economics, roof replacement psychology, pharma advertising, digital physical therapy platforms, and why PTs need to stop talking themselves out of money. In this episode: 00:00 PT Breakfast Club opens 00:30 Tony’s accidental weight-loss strategy 03:00 Using AI for…

People in this episode

Host: Jimmy McKay

Guests: Tony Meritato, Dave Kittle

Topics covered

• AI coaching
• cash based physical therapy
• private practice pricing
• patient decision-making
• marketing lessons

Keywords

• physical therapy
• pricing
• patient confusion
• value
• AI coaching
• marketing
• cash pay

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• How Physical Therapists Can Turn Content Into Patients, Income and Opportunity · July 17, 2026 · 27 min
• Why Patients Quit PT After Visit 3 · July 9, 2026 · 59 min
• Why Most PT Ads Don’t Work · July 2, 2026 · 29 min

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