Stop Pricing Physical Therapy Like Billing Codes

About this episode

The episode discusses the challenges and strategies of pricing physical therapy services beyond traditional billing codes.

This episode of PT Breakfast Club is a practical conversation about value, access, content, and revenue in physical therapy. Jimmy McKay, Tony Maritato, and Dave Kittle start with a wild sports pricing example, then bring the conversation back to the clinic: why do PTs struggle to charge for expertise when other industries clearly understand premium access? The group digs into insurance reimbursement, cash-pay models, YouTube memberships, creator burnout, and why patient education content may become a serious business asset for PTs and clinic owners. Key Insights • People pay for access, status, trust, and simplicity. PTs need to understand which of those they are actually offering. • Billing codes can train clinicians to think in units instead of outcomes, expertise, and value. • Premium PT care and broad access are not opposites. A clinician can charge more for high-touch care while also creating lower-cost education through content, memberships, and video libraries. • YouTube memberships may be a practical way for PTs to build education-based revenue without building a custom app. • The biggest content barrier for many PTs is not editing, gear, or planning. It is confidence…

People in this episode

Host: Jimmy McKay

Guests: Tony Maritato, Dave Kittle

Topics covered

• physical therapy
• pricing strategies
• insurance reimbursement
• cash-pay models
• patient education
• content creation

Keywords

• physical therapy pricing
• insurance reimbursement
• cash-pay models
• patient education
• YouTube memberships

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