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In this episode, Brian breaks down the fundamentals of pricing physical therapy services, cutting through the noise and confusion that surrounds cash-based care. He walks through how pricing actually works in both traditional insurance-based models and cash-pay practices, highlighting the key differences most clinicians never get taught.
Brian covers how reimbursement, overhead, time, and capacity constraints influence pricing in an insurance model—and why those same variables should be intentionally rethought when transitioning to or building a cash practice. He also addresses common pricing mistakes PTs make, why undercharging is so prevalent in the profession, and how to anchor your rates to outcomes and value rather than fear or comparison.
Whether you’re fully insurance-based, hybrid, or cash-only, this episode gives you a clear framework for understanding what your services are truly worth—and how to price them sustainably without compromising care.
If you’ve ever asked, “What should I charge?”—this is the starting point.