Therapists have to fight for every dollar they earn, from finding new patients through referring physicians, to convincing patients to complete their entire plan of care (even in the face of some scary-looking copays). Clinics are already challenged to stay profitable amid falling reimbursements—and the dance with middlemen payers isn’t making things any easier. Whether they mean to or not, payers use some fancy footwork to get between you and your patients via high copays and sky-high deductibles—and it can be tough to convince patients to sidestep the barriers between them and conservative pain management. Luckily, there are some routes therapists can take to serve more patients and avoid a frustrating (neverending) tango with payers—specifically, the route of corporate physical therapy.

The State of Rehab Therapy in 2019 Guide - Regular BannerThe State of Rehab Therapy in 2019 Guide - Small Banner

Corporate physical therapy revolutionizes the patient’s journey.

Corporate physical therapy can come in many forms. For some companies, offering corporate PT means offering discounts or full reimbursements for their employees’ PT visits. For other, bigger organizations, it means hiring a PT to routinely come on-site to offer consultations and treatments—or maybe even hiring a full-time, in-house PT. In any case, corporate PT puts therapists on the frontline of a patient’s journey. It provides employees with some next level ease-of-access and reduces—and often eliminates—the financial burden of high copays.

Employers want one thing: good ROI.

When employers invest a lot of money into something (e.g., a corporate wellness program), they want to ensure that they’ll have a good return on investment (ROI), and that the benefits far outweigh the cost of the endeavor. So, if you want to team up with self-insured employers, or with employers who want to fund a wellness program, it’s your job to convince them that your care is financially beneficial. The good news is that you don’t have a hard sell. Your preventive and immediate post-injury care really can reduce a business’s costs and get injured employees back on their feet—faster. You just need to bring irrefutable facts to the table when you pitch your corporate therapy services.

You must demonstrate the benefits of your care with costs and statistics.

Marketing directly to employers is a little different than marketing to referring physicians, or even to payers. Physicians and payers, for the most part, aren’t overly concerned about the cost of your care (as long as it’s within reason, of course). They primarily care about how effectively you can treat patients, and, for payers, if you’re following the insurance network rules. Employers who are considering corporate therapy, however, are very concerned about cost. They want to know that every penny they send your way will return to them twofold—in one way or another. But understand that you can’t just show companies your payment charts and outcomes data and call it a day; you need to contextualize that information in a way that makes it relevant to them.


Let’s say you’re considering reaching out to a construction company that employs a large number of glass and glazing contractors. You may not know about the injuries glass and glazing contractors often experience—but you can find out. After dedicating an afternoon to research, you discover that:

After a little more digging, you also find that worker’s comp claims for back injuries can cost between $34,000 to $40,000, depending on the location and severity of the injury. You also know that your outcomes data proves that you can get back injury patients up and at ’em (and back to work) nearly three days faster than the nine-and-a-half-day statistic you found earlier. Additionally, you know that preventative care can head off back injuries before they even occur, and—given the chance—you can identify spinal problems before they become severe enough to affect workers.


Armed with all this knowledge, you can now make a compelling case about the benefits of your care. But the best information in the world won’t mean a thing if it’s not presented in a way that bolsters your services. Try using this simple marketing strategy to set up the pins, so you can knock them down:

  1. Present the problem (e.g., glass and glazing contractors are high-risk for back injuries).
  2. Explain the problem (e.g., injured workers typically miss more than a week of work and can file claims that cost up to $40,000).
  3. Present yourself as the best solution (e.g., I can reduce healing time and head off injuries before they occur).

Your marketing strategies should be rooted in education.

At the end of the day, there’s not a perfect formula that’ll help you snag every corporate PT contract you set your sights on. Every industry is a little bit different, and so are the common injuries (and causes) you’ll see from company to company. The important thing you need to do is dig up relevant data that proves how beneficial your therapeutic care can be for professionals from all walks of life. But regardless of who you’re talking to, ensure that your marketing hits on all the benefits your care can provide the company, like:

  • Decreased sick time taken for injuries,
  • Higher treatment compliance rate,
  • Smaller chance of re-injury, and
  • Opportunities for preventive care that could reduce the incidence of injury.

Do you have any tips about marketing your practice directly to employers? How do you feel about cutting out payers completely? Leave a comment below with your thoughts!

  • 5 Legal Pitfalls in PT Marketing (and How to Avoid Them) Image

    articleJun 21, 2019 | 8 min. read

    5 Legal Pitfalls in PT Marketing (and How to Avoid Them)

    Every company wants to find the perfect marketing strategy—and many are testing out new gambits each and every day to try to lock down their piece of the market. But sometimes new, untested marketing strategies can take a turn for the worse , and the organization can catch some flak. But in health care, bad marketing can do a lot more than give your brand a bad rap, because some strategies are not only totally out of …

  • 3 Things You’ve Gotta Know About Running a PT Practice Image

    articleApr 7, 2016 | 8 min. read

    3 Things You’ve Gotta Know About Running a PT Practice

    As physical therapists, we’re observant. We closely examine movements, attentively listen to patient complaints, and expertly read between the lines. Unfortunately, though, we don’t always give that level of attention to the non-clinical stuff. Because while we’re expert empathizers, we’re not the strongest scrutinizers. And when it comes to business, you need to scrupulously scrutinize. I worked as a physical therapist for more than 15 years, and I spent a good portion of that time as a …

  • 13 Physical Therapy Instagram Accounts You Should Follow Image

    articleMay 23, 2019 | 6 min. read

    13 Physical Therapy Instagram Accounts You Should Follow

    Do you consistently feel underwhelmed when you scroll through Instagram? Maybe your daily foray through your feed is getting a bit repetitive. (There are an awful lot of people who like to take pictures of their food.) Or, maybe you’re just finding yourself a little short-handed on scrollable content. Either way, it may be time to spice up your Insta experience with some inspirational (and sometimes educational) physio goodness by following some of these top physical therapy …

  • 6 Tips for Marketing Your Brand-New PT Clinic Image

    articleApr 24, 2019 | 5 min. read

    6 Tips for Marketing Your Brand-New PT Clinic

    Congratulations—you’ve finally fulfilled your dream and opened your very own brand-new PT clinic ! The walls have a fresh coat of paint, you have a first-class documentation and billing software in place, and your gym equipment is ready to get broken in. Now, all you need are patients to fill up the space. But, that’s easier said than done; marketing a brand-new clinic is a little different than marketing an established practice. For example, pay-per-click (PPC) marketing …

  • Modern Marketing Decoded: A Guide for Rehab Therapists Image

    downloadDec 5, 2017

    Modern Marketing Decoded: A Guide for Rehab Therapists

    Do you feel like your practice’s website could use a dose of TLC? Are you worried that potential patients aren’t finding you online? Have your attempts at generating online buzz fizzled out—or worse, backfired? If so—and if you want your rehab therapy practice to “live long and prosper”—then you may need to rethink your current marketing strategy. But, venturing into the brave new world of modern marketing can be a lot—especially if you’re new to the game. …

  • The State of Rehab Therapy in 2018 Image

    webinarJun 1, 2018

    The State of Rehab Therapy in 2018

    Falling reimbursements. Skyrocketing insurance premiums and copays. Crippling student loan debt. As a PT, OT, or SLP, sometimes it feels like it’s you against the world. After all, the challenges you face on a daily basis are many and complex. But, you’re not alone. In fact, we recently surveyed nearly 7,000 rehab therapy professionals on everything from payment rates and clinic budgets to education costs and salary, and we found some pretty strong—and surprising—trends. [video://]   Curious …

  • 9 Creative Physical Therapy Clinic Names Image

    articleAug 2, 2018 | 4 min. read

    9 Creative Physical Therapy Clinic Names

    What’s in a name? If you ask any expecting parent, it’s a lot. After all, a name is something most people carry with them through their whole lives, and it can have a lot of social implications. For many PT practice owners, their clinics are their babies—which makes choosing the right name even more important. After all, it should be memorable, simple, and something that delivers the right message to the clinic’s target audience. So, to give …

  • New Business Checklist for Private Practice PTs Image

    articleJul 29, 2016 | 8 min. read

    New Business Checklist for Private Practice PTs

    In the world of tasks and to-dos, there’s nothing quite as satisfying as completing a checklist (amirite?). I certainly believe this is true—which means, I can check “being right” off of my list of to-dos for today. Cha-ching! But, enough about me. If you’re starting a physical therapy clinic , you’ve probably got enough tasks floating around in your mind to make a list a mile long—and that list has to cover all of your bases. Feeling …

  • Retention, Please: Why Patient Dropout is Killing Rehab Therapy Practices— and How to Stop It Image

    downloadApr 24, 2018

    Retention, Please: Why Patient Dropout is Killing Rehab Therapy Practices— and How to Stop It

    Patient health is the top priority for most rehab therapists—specifically, getting patients back to a level of health that allows them to do what they love. But, when patients say “sayonara” before they reach their therapy goals, they lose the opportunity to live their fullest lives. To make matters worse, the average rehab therapy practice will lose $150,000 annually due to patient dropout alone. Talk about a one-two punch to the gut. Here at WebPT, we believe …

Achieve greatness in practice with the ultimate EMR for PTs, OTs, and SLPs.