The Practice Marketing Podcast

Today, we’re talking with Dr. Ben Butts and Dr. Cassie Butts, the husband-and-wife owners of Los Alamitos Orthopedic & Sports Physical Therapy in Southern California.

Ben is a Board-Certified Sports Clinical Specialist and Cassie is a Board-Certified Orthopedic Clinical Specialist, and in March 2022 they took over a clinic that had been serving Los Alamitos since 1992. Since then, they have carried that legacy forward while building a thriving, evidence-based practice known for treating the cause, not the symptoms, and for helping active patients get back to the things they love.

Along the way, they have built a strong team, grown their referral relationships with local schools and community partners, and set new records for patient volume while preparing for what comes next.

Today, we're talking with Paul Martin, Founder & President of Martin Healthcare Advisors. Paul trained as a physical therapist and is known throughout the industry as an expert in PT clinic mergers and acquisitions.

In 1989, Paul co-founded his own outpatient rehab company, grew it to 21 clinics and sold it to a larger acquirer. In 2000, he founded Martin Healthcare Advisors to help other rehab owners grow and sell their practices. He and his team have since completed more than 200 deals.

In this episode, Paul will share what you can do today to create the most value in your practice and get the highest sale price in the future. That includes how buyers look at revenue, profitability and EBITDA, and how marketing drives the numbers buyers pay for.

In this episode, Neil Trickett talks with Mike Dwyer, co-founder of Prompt Health, about what PT clinic owners should look for when choosing or switching an EMR. Topics include what looks good in a demo but falls short in daily use, where AI saves time for therapists and front-desk staff, and whether billing, scheduling and documentation belong on one platform. Mike also explains what the new Prompt and Engage integration means for clinic email marketing.

Want to grow your PT clinic with smarter digital marketing? Contact the Practice Promotions team at www.practicepromotions.net

Opening a new physical therapy location is exciting—but simply putting up a sign and opening the doors doesn’t guarantee patients will walk in. Your new clinic needs to be visible online, easy to find on Google, and promoted to the patients who already know and trust your practice.

In this episode, Neil Trickett, PT and CEO of Practice Promotions, breaks down three practical strategies PT owners can use to successfully market a new clinic location and start generating patient opportunities from day one.

With experience helping more than 1,400 physical therapy clinic locations across North America—and practices grow from one location to 10 or more—Neil shares the new-location marketing playbook and what separates clinics that ramp up quickly from those that struggle to gain momentum.

We cover:

• How to get your new clinic location found on your website and Google
• Why every location needs its own dedicated website page and Google Business Profile
• What to include on a location-specific page to help patients find and choose your clinic
• How to optimize your Google Business Profile for local search
• Why consistent business information across online directories matters
• How Google Ads can help generate patient opportunities before and after your new clinic opens
• How to build a location-specific Google Ads campaign that targets the right patients
• Why your new location's ads should send patients to a dedicated location page
• How to use your existing patients to promote your new clinic location
• What to include in a postcard campaign to drive awareness and referrals
• When to start marketing your new location before opening day
• The three key marketing moves PT owners should make when opening their next location

If you're opening your second, third, or even tenth PT clinic and want to build patient volume faster, this episode gives you a practical roadmap for getting your new location noticed and generating appointments from the start.

Want to grow your PT clinic with smarter digital marketing? Contact the Practice Promotions team at https://practicepromotions.net/

Why is physical therapy still operating like it did 30+ years ago?

In this episode, Neil Trickett, PT and CEO of Practice Promotions, sits down with Dr. Alex Bendersky, Head of Clinical Innovation at WebPT, to discuss why the physical therapy industry has been slower to evolve than many other industries and what needs to change. With more than 23 years of experience spanning clinical practice, rehabilitation operations, digital health, product strategy, and healthcare technology, Alex brings a unique perspective on the intersection of clinical care and innovation.

Together, Neil and Alex explore how technology, AI, and modern workflows could reshape the way PT clinics operate — while keeping the human side of patient care at the center.

We cover:

• Why physical therapy is still operating in many ways like it did 30+ years ago
• The outdated processes and workflows that are still common in PT clinics today
• Why healthcare and physical therapy have been slower to adopt and integrate new technology
• Whether the real challenge is a lack of technology or trying to fit new technology into outdated clinical workflows
• What clinicians actually want from technology and where current solutions fall short
• How AI could genuinely improve physical therapy beyond the hype
• How technology and AI can support clinicians without replacing the human side of healthcare
• What the PT clinic of the future could look like over the next 5–10 years
• What needs to change across technology, education, leadership, reimbursement, and mindset
• How PT owners and clinicians can prepare for the next decade of technology and innovation
• Alex's advice for PT professionals looking to embrace change and build more modern practices

If you're a PT owner, clinician, or healthcare leader wondering what the future of physical therapy will look like, this episode will give you valuable insights into the technology, workflows, and mindset shifts that could shape the next generation of rehab therapy.

Want to grow your PT clinic with smarter marketing? Contact the Practice Promotions team at Practice Promotions!

Your PT clinic is growing, but are you prepared for what it takes to scale from one location to six?

In this episode, Neil Trickett, PT and CEO of Practice Promotions, sits down with Brian Hartz, CEO and Founder of HARTZ Physical Therapy, to discuss how he grew his independent practice from a single clinic to six locations across Lancaster County, Pennsylvania. With 25 years of experience as a practice owner, Brian shares the lessons he learned along the way, the challenges nobody prepares you for, and what he wishes he had known before expanding.

We cover:

• How HARTZ Physical Therapy grew from one clinic to six locations
• How to identify new markets and decide when it's time to open another clinic
• The biggest differences between running one clinic and managing a multi-location practice
• Why PT owners need to transition from thinking like a clinician to thinking like a CEO
• How to delegate responsibilities, build trust, and develop a strong leadership team
• How marketing strategies need to evolve as your practice expands to multiple locations
• How to maintain a consistent company culture and patient experience across different clinics
• The mistakes, setbacks, and growing pains that shaped Brian's approach to running his business
• What PT owners often underestimate about the financial, operational, and personal demands of expansion
• What you should have in place before opening your second clinic

If you're a PT owner thinking about expanding your practice, this episode will give you valuable insights into the realities of multi-location growth, the challenges to prepare for, and the lessons that can help you build a stronger, more sustainable business.

Want to grow your PT clinic with smarter marketing? Contact the Practice Promotions team at https://practicepromotions.net/!

Patients are changing the way they search for healthcare—and increasingly, they’re turning to ChatGPT, Gemini, Google AI Overviews, and other AI search tools to find answers, compare providers, and discover local physical therapy clinics.

In this episode, Neil Trickett, PT and CEO of Practice Promotions, sits down with Amy G, Head of SEO at Practice Promotions, to break down what the rise of AI search means for PT clinics and what owners need to do to stay visible as search continues to evolve.

We cover:

• How patient search behavior is changing with ChatGPT, Gemini, and Google AI Overviews
• Why AI search is changing the way patients discover and evaluate PT clinics
• Why local SEO is more important than ever for growing your clinic
• What Google’s evolving search landscape means for physical therapy practices
• How traditional SEO and AI search optimization work together
• What PT clinics need to do to improve their visibility across Google and AI platforms
• How to future-proof your clinic’s online presence as AI continues to transform search
• What Practice Promotions is doing to help 1,200+ PT clinic locations stay competitive in the changing search landscape
• The key steps PT owners can take now to make sure their clinic gets found by the patients looking for them

If you want to understand how AI is changing healthcare search—and what your PT clinic can do to stay visible on ChatGPT, Google, and AI Search—this episode will give you the insights and strategies you need to stay ahead.

Want to grow your PT clinic with smarter digital marketing? Contact the Practice Promotions team at https://practicepromotions.net/

Your PT clinic already has valuable patient data, but are you using it to drive growth?

In this episode, Neil Trickett, PT and CEO of Practice Promotions, sits down with Brij Bhuptani, CEO and Co-Founder of Spry Healthcare, to discuss the new Spry × Practice Promotions integration and how connecting your EMR with your marketing can help PT clinics improve patient retention, reactivation, and growth.

We cover:

• Why PT clinics often struggle to turn patient data into marketing opportunities
• How your EMR can become a growth asset—not just a clinical documentation tool
• What the new Spry × Practice Promotions integration does and how it works
• How patient data like last visit, last eval, total visits, and gender can power targeted campaigns
• How automated campaigns can help reactivate patients and improve retention
• Why securely connecting patient data matters for privacy, security, and compliance
• What Phase II of the integration means for website lead capture and new patient intake
• What PT owners using—or considering—Spry should know about the partnership

If you want to get more value from the patient data your practice already collects and connect your clinical and marketing systems more effectively, this episode will show you what’s possible.

Want to grow your PT clinic with smarter marketing? Contact the Practice Promotions team at https://practicepromotions.net/!

Storytelling can be one of the most powerful tools in PT marketing—but many practices aren’t using the stories they already have to connect with patients, build trust, and stand out online.

In this episode, Neil Trickett, PT and CEO of Practice Promotions, sits down with Dr. Scott McAfee, Chief Marketing Officer at MovementX, to break down why storytelling matters in PT marketing and how practices can use authentic content to strengthen their brand and grow.

We cover:

• How Scott went from treating patients to leading marketing and growth at MovementX
• Why stories can connect with patients more effectively than credentials and servicesWho should be the hero—and who should be the guide—in your PT marketing
• The stories most PT practices already have but aren’t tellingSix ways PT practices can strengthen their online presence
• Why authentic photography can outperform stock imagesHow to generate more Google reviews without constantly asking patients
• The minimum effective approach to blogging and website optimizationThe email automation every PT practice should have running
• How storytelling changes when marketing to patients, recruiting PTs, and building referral relationships
• How marketing a mobile PT company differs from a traditional brick-and-mortar clinic
• One marketing experiment that failed—and the lesson it taught

If you want to move beyond simply listing your services and credentials and start telling stories that build trust and connect with the people you want to reach, this episode offers practical strategies you can put into action.

Want to grow your PT clinic with smarter marketing? Contact the Practice Promotions team at https://practicepromotions.net/

Social media can be a powerful way for PT clinics to increase visibility, build trust in their community, and ultimately attract more new patients—but only when you have the right strategy behind it.

In this episode, Neil Trickett, PT and CEO of Practice Promotions, breaks down Social Media 101 for PTs and the key strategies clinic owners need to grow their practice through social media.

We cover:

• How to optimize your social media profiles for search
• Why social media is becoming a search engine
• How Google Business Profile can support local visibility
• Why video and storytelling are essential for engaging content
• How to showcase your staff and patient success stories
• How often PT clinics should post—and how to batch content
• How UTM tracking can measure which posts drive website traffic
• The difference between PR, marketing, and sales

If you want to stop posting just to stay active and start using social media to support real practice growth, this episode will give you a clear strategy to get started.

Want to grow your PT clinic with smarter marketing? Contact the Practice Promotions team at https://practicepromotions.net/!

Google Ads can be one of the fastest ways to generate new patient opportunities for your PT clinic, but only when you have the right strategy behind it.

In this episode, Neil Trickett, PT and CEO of Practice Promotions, breaks down 5 ways PT owners can improve their Google Ads results and turn more clicks into actual patients.

We cover:

• How much PT clinics should actually spend on Google Ads
• The key numbers every clinic owner should track
• Why promoting specific specialties can outperform generic campaigns
• What to look for when choosing a Google Ads agency
• Why asking patients “How did you hear about us?” isn't reliable tracking
• How AI Call Intelligence can connect ad spend to booked appointments
• How to turn Google Ads data into smarter marketing decisions

If you're investing in Google Ads, or thinking about starting—this episode will help you avoid costly mistakes, improve your campaigns, and generate more new patient opportunities.

Want to get better results from your Google Ads? Contact the Practice Promotions team at https://practicepromotions.net/!

Cash flow, reserves, and labor efficiency ratio....most PT owners didn't get into healthcare for this stuff — but it's exactly what separates thriving practices from struggling ones.

This episode, we sit down with Eric Miller, Chief Financial Advisor and Co-Owner of Econologics Financial Advisors, who's spent years helping hundreds of healthcare practice owners strengthen their finances and build lasting wealth.

We cover:

• Eric's #1 piece of financial advice for PT owners
• What financial strength really means for a practice
• The biggest financial challenges owners face in 2026
• Key metrics every owner should track (including labor efficiency ratio)
• Common financial mistakes that hurt long-term stability
• How to improve cash flow and build the right reserves
• Warning signs of financial trouble — and how to balance growth with stability

If you want a healthier, more resilient practice this year, this one's worth your time.

Want to get better financial advice for your practice? Contact Eric at https://econologicsfinancialadvisors.com/!

SEO isn't dead... it's evolving. In this episode, Neil Trickett sits down with Amy Gray, Head of SEO at Practice Promotions, to explain what every physical therapy clinic owner needs to know about getting found online in 2026.

In this episode:

• What SEO actually is, and why every PT clinic still needs it
• How patient search behavior has changed with AI, ChatGPT, and Google AI Overviews
• The difference between using AI tools and having a real SEO strategy
• The biggest SEO mistakes physical therapy clinics are making today
• The most important SEO priorities for attracting more qualified patient leads
• Why local SEO is critical for growing your clinic
• How long SEO takes to produce results, and what clinic owners should realistically expect
• What separates Practice Promotions' SEO strategy from low-cost agencies and AI-only solutions
• How to future-proof your clinic's online visibility in the age of AI
• Amy's top advice for PT owners who want to dominate Google and AI search

Ready to rank higher, get recommended by AI, and attract more patients? Practice Promotions specializes in SEO, websites, Google Ads, and digital marketing exclusively for physical therapy clinics. View our marketing plans and request pricing at PracticePromotions.net!

What if your biggest growth opportunity has nothing to do with getting more physical therapy patients? Neil Trickett explains why the most successful PT clinics in 2026 are thinking beyond rehab and building health and wellness brands that unlock new revenue streams.

In this episode:

• Why the $3 trillion health and wellness industry is a massive opportunity for PT clinic owners
• The reimbursement trap that's keeping many practices focused on the wrong growth strategy
• Why patients aren't looking for physical therapy, they're looking for better health, movement, and performance
• How to identify complementary services like massage therapy, nutrition coaching, sports performance, wellness memberships, and more
• Why sports performance and golf programs can create long-term patient relationships and new cash-pay revenue
• How recurring wellness services can keep patients engaged long after they finish rehab
• The real-world success story of a PT clinic using Google Ads to grow its massage therapy services
• One simple question every clinic owner should ask to uncover their next major growth opportunity

Ready to grow beyond traditional physical therapy? Practice Promotions helps PT clinics build marketing strategies that attract more patients, expand into new services, and become the go-to health and wellness brand in their community.

Visit PracticePromotions.net to learn more and request pricing.

Today on The Practice Marketing Podcast, we're joined by Wendi Stanley, VP of PR & Marketing at Rebound Physical Therapy, to discuss how their practice is using Google Ads and Facebook Ads to grow its speech therapy program and connect more families with the care they need. Rebound, a three-location practice in Topeka, Kansas, has partnered with Practice Promotions since 2018 on everything from Google Ads and websites to patient newsletters and marketing materials.

In this episode:

• Why Rebound invested in Google Ads for speech therapy and the opportunity they saw
• The biggest marketing challenges speech therapy practices face and how to overcome them
• How to create Google Ads that focus on patient outcomes instead of just listing services
• How Facebook Ads build trust and awareness before patients even need therapy
• Why Google Ads and Facebook Ads work best together, not against each other
• What it's like working with Practice Promotions and why ongoing optimization matters
• Wendi's advice for speech therapy and rehab practice owners looking to grow through digital marketing

Ready to attract more speech therapy patients? Practice Promotions helps rehab practices grow with Google Ads, SEO, high-converting websites, social media, and more. View our Marketing Plans & request pricing at PracticePromotions.Net

Should you handle your PT clinic's marketing yourself, or bring in an agency? Sam Villenave, Director of Sales at Practice Promotions (and former Apple employee), breaks down exactly how to tell.

In this episode:

• The #1 marketing tactic driving results for PT owners in 2026
• Why solo clinicians are often better off DIY-ing it, and what to focus on
• Clear signs it's time for an agency: 4-6+ providers, a new location, $500K+ in revenue, feeling overwhelmed, or not showing up on Google
• Why even clinics with an in-house marketing director shouldn't do everything themselves
• What a real marketing agency should deliver: tracked results, ROI, the fundamentals (website, SEO, ads), and patient marketing
• How AI is changing PT marketing, and where it falls short
• The top 3 things holding PT owners back from growth

Ready to hire a marketing agency? Practice Promotions is the PT-specific agency you'll WISH you hired first! View our Marketing Plans & request pricing at PracticePromotions.Net!

What is a single new patient phone call really worth? For most clinics, it could represent $1,000 or more in revenue—but only if that opportunity turns into a scheduled evaluation.

In this episode, we discuss why marketing is only half of the growth equation. While your website, Google Ads, SEO, and community workshops generate leads, it's your front desk that converts those opportunities into patients.

You'll learn:

• Why marketing generates opportunities—not patient growth
• The hidden cost of poor phone conversion rates
• Why buying more leads won't fix a conversion problem
• How patients compare clinics before choosing where to schedule
• Why your front desk should be viewed as a growth asset, not just an administrative role
• Simple ways to improve the patient experience from the very first phone call

Before investing more in marketing, discover how improving your front desk's conversion process could unlock significant growth already sitting in your pipeline.

Need more new patients? Want BETTER marketing that gets you the patients you really want?

Practice Promotions is the PT Marketing Agency you'll WISH you hired first. Check out our services at PracticePromotions.Net.

What does it really take to rebrand a growing physical therapy practice — and come out stronger on the other side?

In this episode, we sit down with Andrew Sotirokos, owner of Full Strength Physical Therapy, to unpack one of the boldest moves a practice owner can make: changing the name, identity, and brand of a business you've already built.

With 3 locations and 23 staff, Andrew shares what life looked like before the rebrand, what finally pushed him to make the leap, and how he navigated the fears and uncertainties that come with starting over — without actually starting over.

We also dig into the marketing engine behind Full Strength's growth, including how Google Ads has driven consistent new patient volume, real ROI, and opportunities Andrew says simply wouldn't have existed without it.

Whether you're a PT owner who's outgrown your current brand, curious about paid advertising, or just wondering if the risk of a rebrand is ever really worth it — this conversation delivers honest answers and hard-won perspective.

In this episode:

• Why Andrew decided to rebrand and what the process really looked like
• The fears he had going in — and how he moved through them
• The real impact on patient perception, team culture, and referrals
• How Google Ads fits into Full Strength's growth strategy
• The milestone Andrew says wouldn't have happened without consistent marketing investment
• His advice for PT owners sitting on the fence about a rebrand or paid ads

View their new website at FullStrengthPT.Com!

Need a new physical therapy website? Check out Practice Promotions' website designs and services at PracticePromotions.Net!

Want more ACL tear & knee replacement patients? In this webinar replay, CEO Neil Trickett, PT will share simple marketing tips to attract more knee pain patients! You'll learn how to...

• Rank for Knee Pain on Google & AI
• Speak to patients' pain points
• Use Google Ads PPC

...and ultimately, fill your clinic with more ACL patients!

Practice Promotions is the Physical Therapy Marketing Agency you'll WISH you hired first. Learn more about our services at PracticePromotions.Net!