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Register for Titans of Private Practice Live at https://titansofprivatepractice.com/ Change is inevitable in private practice, but the practices that recognize it early can turn disruption into opportunity. In this episode, Chad breaks down the lessons from Who Moved My Cheese? and shares how those principles shaped 23 years of growing a physical therapy practice. From physician referrals and Google Ads to the rise of ChatGPT, Gemini, GEO, and AI-powered search, discover why adapting how patients find your practice is more important than ever. Use these lessons to identify changes sooner, protect your new-patient pipeline, and position your practice for what comes next. Time Stamps 00:00 - Why Who Moved My Cheese? Still Matters 01:25 - The Four Characters and How They Respond to Change 03:45 - Six Key Lessons for Navigating Change 06:20 - Applying the Lessons to Physical Therapy Private Practice 08:10 - Building Beyond Physician Referrals 11:15 - The Google Search Discovery That Changed the Practice 14:45 - How Patient Search Behavior Continued to Evolve 17:10 - ChatGPT, Gemini, GEO, AEO, and the Next Search Shift

Register for Titans of Private Practice Live at https://titansofprivatepractice.com/ How do you scale a physical therapy practice without sacrificing culture, leadership, or quality of care? Tracy Causey, PT, ATC, shares how P4 Physical Therapy grew from a pandemic-era startup to more than 40 clinics by building around the right people and giving local leaders meaningful ownership. He explains P4’s minority partnership model, why rural markets offer overlooked opportunities, and how relationships—not spreadsheets—drive their expansion strategy. You’ll also hear Tracy’s approach to leadership, work-life rhythm, and building a practice designed for the long term. Learn more: Visit the P4 Physical Therapy website or connect with Tracy using the contact information shared in the episode. https://p4physicaltherapy.com/His email [email protected] Time Stamps 00:00 - Meet Tracy Causey and the P4 Physical Therapy Story 01:50 - Combining Physical Therapy With the Fitness Business 05:05 - Launching P4 During the COVID-19 Pandemic 09:03 - Growing From Startup to 40+ Physical Therapy Clinics 16:40 - Why P4 Builds Clinics Around People, Not Pro Formas 22:11 - Why Rural Physical Therapy Markets Are Underrated 26:31 - P4’s Minority Partnership and Ownership Model 36:41 - How to Identify the Right Partner for a New Clinic

Follow Aaron on Instagram: https://www.instagram.com/aaronlebauer Register for Titans of Private Practice Live at https://titansofprivatepractice.com/ Aaron LeBauer returns to the Grow Your Practice Podcast to share what he’s learned from building a successful cash-based physical therapy practice and coaching PT owners for more than a decade. He and Chad discuss limiting beliefs around pricing, why niching makes marketing easier, how routines drive high performance, and why clinicians need confidence—not endless certifications—to create more value for patients. Aaron also explains how insurance-based practices can successfully add cash services and why authentic expertise will matter even more as AI-generated content grows. Listen in for practical ideas you can use to build a more profitable, focused, and fulfilling PT practice. Time Stamps 00:00 - Aaron LeBauer Returns to the Podcast 03:19 - From Massage Therapy to Cash-Based Physical Therapy 05:07 - Limiting Beliefs Holding Practice Owners Back 09:13 - Why Focus and Niching Beat More Certifications 14:05 - The Daily Routines Behind High Performance 16:31 - A 3-Step System for Adding $100K+ in Cash Services 18:34 - What Clinicians Miss When Treating Pain 24:01 - Building Patient Trust, Confidence, and a Stronger Practice 31:25 - AI, Authenticity, and the Future of Physical Therapy 33:28 - Who Cash PT Blueprint Is Built For 34:41 - Why Insurance Practices Are Moving Toward Hybrid Models

Pelvic health physical therapy has spent years on the edges of mainstream healthcare. Yet demand is growing, awareness is increasing, and new care models are making treatment accessible to patients who previously had nowhere to turn. For physical therapy practice owners, that creates an important question: Are you overlooking one of the biggest underserved opportunities in PT? On the Grow Your Practice podcast, Chad Madden spoke with Kimberlee Sullivan, PT, DPT, WCS, BCB-PMD, and Carine Carmy of Origin. Their conversation explored the expanding pelvic health market, virtual care, clinical outcomes, and the role technology can play in making care more sustainable. The Problem: Demand Exists, but Access Still Doesn'tCarine's introduction to pelvic health came through her own experience as a patient. After nearly a decade of pelvic pain, numerous physicians, procedures, and treatments, she was finally introduced to pelvic floor physical therapy. Within roughly two months, she experienced significant improvement. That experience highlighted a much larger problem: patients can spend years looking for answers before ever being referred to a pelvic health specialist. Kimberlee has witnessed the same issue throughout her 24-year career in women's health and pelvic health physical therapy. Symptoms such as incontinence, pelvic pain, painful intercourse, postpartum problems, and difficulty sitting or exercising are often normalized rather than treated. At the same time, access remains limited. There aren't enough trained providers in many communities, and insurance reimbursement can make providing long, one-on-one pelvic health visits financially difficult for independent practices. Key Insight #1: Practice Owners May Be Underestimating DemandKimberlee knows this from experience. Before joining Origin, she owned a practice for 16 years. Despite being told there might not be enough demand for specialized pelvic health services, her practice eventually grew to 13 physical therapists and still carried a two- to three-month waiting list. She also made an important point for orthopedic practices: you may already be treating pelvic health patients without realizing it. Patients don't always disclose pelvic symptoms during an orthopedic evaluation. But recognizing those symptoms gives clinicians an opportunity either to provide appropriate treatment or create a referral pathway. Key Insight #2: Virtual Care Isn't Just a Backup PlanOne of Origin's most interesting findings came from a retrospective analysis involving just under 5,000 patients. The organization wanted to understand whether virtual pelvic health treatment could produce meaningful outcomes compared with traditional in-person care. Their analysis found clinically comparable outcomes across multiple diagnoses. That challenges a deeply ingrained assumption in physical therapy: that effective care must always involve hands-on treatment. Education, breathing strategies, relaxation, self-treatment, exercise, and patient empowerment can all be delivered virtually. For some patients, the virtual environment may actually provide an advantage. Someone dealing with pelvic pain, painful intercourse, previous trauma, or anxiety about pelvic examinations may feel safer learning in their own home. Key Insight #3: Virtual Care Has to Be Built IntentionallyCarine emphasized that telehealth shouldn't simply become the appointment offered when someone can't make it into the clinic. It needs to be treated as its own service. That means specific therapist training, clear patient expectations, strong home-program engagement, appropriate technology, and deliberate operational systems. Origin eventually developed a dedicated virtual team rather than expecting every therapist to constantly switch between in-person and virtual delivery. Using AI to Give Therapists Their Time BackTechnology is also changing the administrative side of practice. Origin developed tools layered onto its existing EMR to reduce the burden of documentation. According to the discussion, evaluations that once required approximately 20 to 25 minutes of documentation could sometimes be completed in five minutes or less. Therapists reported completing certain follow-up notes in under a minute. The goal isn't technology for technology's sake. It's giving clinicians more time and energy to treat patients instead of spending hours finishing charts after work. ConclusionFor practice owners, pelvic health represents more than another specialty service. It sits at the intersection of enormous unmet demand, increasing patient awareness, virtual access, and rapidly improving technology. The practices that recognize those shifts early may be able to serve patients who have historically struggled to find appropriate care while building a valuable new growth channel at the same time. The opportunity isn't necessarily creating demand. It's recognizing how much demand is already there. Learn more about Origin at https://www.theoriginway.com/

Register for Titans of Private Practice Live at https://titansofprivatepractice.com/. Use discount code live20 at checkout to save on your ticket. Josh Funk, founder of Rehab 2 Perform, joins the Grow Your Practice Podcast to share how he built and scaled one of the most recognizable private practice PT brands. In this episode, Josh breaks down sustainable scaling, creating repeatable systems, building a powerful employer brand, and developing a culture that retains top talent. You’ll also hear how Rehab 2 Perform uses partnership models, values-based recognition, and process-driven growth to expand without sacrificing quality. Time Stamps00:00 - Welcome Josh Funk to the Grow Your Practice Podcast 03:13 - From College Athlete to Physical Therapist 06:53 - Opening the First Rehab 2 Perform Clinic 07:45 - What Scaling Really Means in Private Practice 10:33 - Why Your First Clinic Is the Minimum Viable Product 12:44 - Processes, Systems, and Playbooks Explained 16:02 - Building a Strong Employer and Consumer Brand 20:51 - Culture, Retention, and Core Values in PT 27:57 - Partnership Models and Career Growth for Clinicians 34:06 - Josh’s Most Influential Business Book

Register For Titans of Private Practice Live at https://titansofprivatepractice.com/ Private practice physical therapy owners are constantly told they need more leads, better ads, stronger SEO, and a bigger digital presence. But according to Kayla George, Chief Marketing Officer of JAG Physical Therapy, growth does not start with a flashy campaign. It starts with people, community, clear systems, and a willingness to adapt. In this episode of the Grow Your Practice Podcast, Kayla joins Chad Madden to share practical lessons from leading marketing at one of the largest physical therapy organizations in the region. Her insights are especially valuable for PT owners who want to grow without losing sight of their local community or their team culture. The Problem: Marketing Keeps ChangingOne of the biggest challenges for practice owners is that marketing does not stand still. Technology, patient behavior, search engines, and AI tools are evolving quickly. Kayla points out that the marketing tools available today did not exist 20 years ago, and with AI, the landscape is changing almost weekly. That is why she recommends staying close to current trends. Her favorite resource is Morning Brew, specifically its marketing and healthcare newsletters. For busy leaders, the value is simple: a short daily read that helps them stay aware of trends, tools, and industry shifts without spending hours researching. For practice owners, the lesson is clear. You do not need to know everything, but you do need a system for staying current. Key Insight #1: Invest in People FirstWhen asked about the best investment in her marketing department, Kayla does not point to software, campaigns, or technology. Her answer is people. At JAG Physical Therapy, which has grown to nearly 200 locations, marketing is a team-based effort. Kayla emphasizes that culture, collaboration, and shared goals matter more than any individual tool. Technology can help, but the right people make growth sustainable. For private practice owners, this is an important reminder. Your team is not just a cost center. Your team is the engine that carries your brand, patient experience, community reputation, and growth strategy forward. Key Insight #2: Do Not Band-Aid Important InfrastructureKayla also shares a major lesson from COVID. Before the pandemic, JAG was growing quickly and focused heavily on team and culture. Meanwhile, the website needed deeper improvements, but it kept getting patched instead of fully rebuilt. Then COVID hit, and suddenly every patient’s eyes were on the website. That experience forced the team to rethink its digital infrastructure for the next five to ten years. The result was a stronger, more robust digital foundation. The takeaway for PT owners is simple: do not keep delaying the systems you know will matter. Your website, digital presence, patient communication, and internal workflows may not feel urgent today, but they become critical when circumstances change. Key Insight #3: Healthcare Lives in the CommunityFor someone opening a first clinic, Kayla’s advice is direct: start with the community. She challenges the idea that physical therapy is too crowded or that every market is already saturated. Instead, she says healthcare lives in the community. New practice owners should understand the three-to-five-mile radius around their clinic, connect with local leaders, attend community events, educate residents, and become a trusted resource. This type of grassroots marketing does not require a massive budget. It requires consistency, presence, and genuine interest in the people you serve. A new PT owner should ask: Who lives near my clinic? What organizations matter here? What events bring people together? Who already influences health decisions in this community? PR as a Digital Growth ToolOne of Kayla’s most overlooked trends in private practice marketing is public relations. Many owners think PR is only about getting media attention, but Kayla sees it as much more than that. Strong PR helps shape how the media and community perceive your brand. It positions your clinicians and leaders as experts. It also creates valuable digital signals when reputable media outlets link back to your website. For example, if a CEO or clinical expert appears in a media segment that is then syndicated across multiple outlets, those backlinks can support search visibility and brand authority. In other words, PR is not separate from digital marketing. It can strengthen it. For smaller practices, this does not always mean hiring a large agency. It can start with offering expert commentary, building relationships with local media, writing educational content, and becoming known as the go-to local source for injury prevention, rehab, and movement health. Conclusion: Growth Requires AdaptabilityKayla’s leadership philosophy comes down to positivity, adaptability, and focus. She believes in leading with positivity, saying no respectfully, protecting time by avoiding low-value meetings, and using exercise to clear her mind before solving difficult problems. She also sees AI as a major opportunity. In marketing, AI can speed up research, content ideas, captions, and strategy. Clinically, it can reduce documentation burden and give providers more time with patients. For private practice PT owners, the message is encouraging: growth is not about chasing every new tactic. It is about building the right foundation, investing in people, staying rooted in the community, and using technology to create efficiency without losing the human touch. Learn more about Jag PT: www.jagpt.com/

Register For Titans of Private Practice Live at https://titansofprivatepractice.com/ Learn more about Jag PT: www.jagpt.com/ The Big Opportunity for Private Practice PTPrivate practice physical therapy is changing fast. Between staffing challenges, reimbursement pressure, direct access opportunities, technology, AI, and rising patient expectations, today’s practice owners need more than clinical skill to succeed. They need leadership, business discipline, and a clear vision for how physical therapy fits into the future of healthcare. In this episode of the Grow Your Practice Podcast, Chad Madden sits down with John Gallucci, CEO of JAG Physical Therapy, to discuss the lessons behind building one of the most recognized physical therapy organizations in the country. Gallucci’s journey began with a single practice in West Orange, New Jersey. Today, JAG Physical Therapy operates 180 locations across four states, while maintaining a clinician-led culture and a strong community focus. Adaptability Is a Leadership SkillOne of Gallucci’s first recommendations for private practice owners is surprisingly simple: read Who Moved My Cheese? He gives the book to many of his leaders because it teaches adaptability, perspective, and emotional control. In an industry where change is constant, from payer relationships to staffing to patient expectations, the ability to stay calm and keep moving forward is essential. That same simplicity shows up in his favorite low-cost clinical tool: the Swiss ball. Gallucci reminds clinicians that physical therapy is a hands-on medical profession, and sometimes the best tools are the ones that allow providers to treat the whole body through movement, balance, strengthening, proprioception, and range of motion. Technology matters, but foundational clinical creativity still matters too. The Business Lesson That Changed EverythingA major turning point in Gallucci’s career came when he realized that being a great clinician was not the same as understanding the business of private practice. When he opened his first clinic, he had strong referral relationships and name recognition from his background in professional sports. But he quickly learned that if patients could not use their insurance in-network, many would not return after the first visit. That lesson reshaped his view of access. For Gallucci, being in-network is not just a business decision. It is a way to make quality physical therapy available to more people. Better Systems Give Clinicians More Time With PatientsAs JAG grew, two major investments helped support both providers and patients: a strong EMR and AI-enabled documentation support. Gallucci emphasizes that clinicians should spend their time treating patients, not drowning in notes. Better systems help reduce administrative burden, improve compliance, and give providers more time to focus on care. Grow Your People or Risk Losing ThemThe core of JAG’s growth strategy is not just technology. It is leadership development. Gallucci believes every employee should have the opportunity to grow personally, professionally, and financially. If someone leaves because they did not see a path forward, leadership needs to examine where it failed. That belief has shaped JAG’s investment in education, residency programs, leadership training, and multiple career pathways. Not Every Great Clinician Wants to Manage PeopleThis is especially important for practice owners who assume the only growth path is management. Gallucci explains that not every clinician wants to become a clinical director or run people. Some want to advance clinically. By creating both leadership and advanced clinical pathways, practices can retain great people while honoring different career goals. Access Is a Growth StrategyFor new practice owners, Gallucci’s advice is direct: take deep breaths, expect imperfection, and keep going. Mistakes are part of entrepreneurship. What matters is whether you learn from them and continue to serve your community. He also challenges practice owners to stop thinking too small about access. A clinic that is only open two or three days a week may struggle to become a true healthcare resource. Accessibility, consistent hours, and availability are part of the practice’s value proposition. The Future of PT Is Direct Access and MSK LeadershipLooking ahead, Gallucci believes private practice physical therapy has a tremendous opportunity to become the primary entry point for musculoskeletal care. Direct access gives the profession a chance to lead, but only if practice owners educate their communities, market the value of PT, and advocate for the profession. Rehabilitation Should Lead Back to Real LifeHis final insight points to the growing connection between rehabilitation and performance. Whether treating a professional athlete, a pickleball player, or a golfer recovering from knee surgery, physical therapists must think beyond basic recovery. The goal is not just walking pain-free. The goal is returning people safely to the demands of their lives, work, and sports. Conclusion: Build a Practice That Serves FirstThe message for practice owners is clear: build systems, grow leaders, improve access, and never forget that physical therapy is a people-centered profession. The practices that win in the next decade will be the ones that combine clinical excellence with leadership, adaptability, and a deep commitment to serving their communities.

Register for Titans of Private Practice Live at https://titansofprivatepractice.com/ In this episode of the Grow Your Practice Podcast, Chad explores how self-limiting beliefs can quietly become the biggest constraint holding private practice owners back. He shares real examples from his own PT practice journey, including how changing one belief helped him hire three physical therapists in 90 days. You’ll also hear why coaching, mentorship, and outside perspective can be some of the most valuable investments a practice owner can make. Listen in to learn how to identify, challenge, and replace the beliefs that may be capping your growth. Time Stamps 00:00 - Why Self-Limiting Beliefs Matter 03:40 - The Gap Between Where Your Practice Is and Where You Want It to Be 07:15 - Why the Practice Owner Is Often the Bottleneck 11:30 - How Expectations Shape Practice Growth 16:45 - The “Magic Wand” Exercise for Creating a Bigger Vision 23:10 - Common Limiting Beliefs in Private Practice 30:25 - Jim Kwik’s 3-Step Framework for Replacing Limiting Beliefs 38:40 - Why Coaching and Outside Perspective Accelerate Growth

https://www.pteverywhere.com/ Register for Titans of Private Practice Live at https://titansofprivatepractice.com/ In this episode of the Grow Your Practice Podcast, Chad sits down with Andrew Shofner, CEO of PT Everywhere, to discuss the rise of cash pay and hybrid physical therapy practices. They explore PT burnout, declining insurance reimbursements, student loan pressure, and why many clinicians are turning to concierge, mobile, and wellness-based services. Andrew shares how PT Everywhere helps providers simplify billing, documentation, memberships, packages, and patient engagement so they can build sustainable practices. Time Stamps 00:00 - Introduction to Andrew Shofner and PT Everywhere 03:47 - Why Cash Pay PT Is Growing 06:37 - Student Loans, Burnout, and Side Hustles 09:47 - Why Traditional EMRs Struggle With Cash Pay 15:51 - Adding Wellness, Longevity, and Ancillary Services 18:14 - The Reimbursement Crisis in Physical Therapy 24:29 - PT Burnout and Clinicians Leaving the Profession 31:16 - How to Start or Grow a Cash Pay PT Practice 41:33 - Crossing the Chasm and the Future of Cash Pay PT

In this episode of the Grow Your Practice podcast, Chad Madden sits down with Jimmy McKay of PT Pintcast to talk about the future of physical therapy, student loan pressure, value-based communication, and the role of AI in healthcare. Jimmy shares how his unique path from radio DJ to DPT shaped his ability to communicate, educate, and connect with the PT profession. This episode is packed with insights for clinic owners, students, and clinicians navigating a changing healthcare landscape. Subscribe for more conversations on growing your PT practice, improving patient care, and navigating the future of private practice. 00:00 - Introducing Jimmy McKay and PT Pintcast 01:00 - From Morning Announcements to Radio DJ 07:48 - Lessons in Communication and Creativity 10:00 - DPT Student Debt and Education Challenges 17:16 - Can PT Education Be Disrupted? 27:08 - Understanding Value in Healthcare 39:29 - AI, Productivity, and the Future of PT 48:39 - Where to Follow Jimmy McKay

In this episode of the Grow Your Practice Podcast, Chad Madden talks with Heidi Jannenga and Shelley Menk about Rizing Tide, a nonprofit scholarship and mentorship initiative supporting underrepresented physical therapy students and residents. They discuss the PT staffing shortage, the importance of diversity in patient care, and what new graduates are really looking for from employers. Shelley also shares how Rizing Tide helped her pursue residency training and launch her own pelvic health practice. Learn more at rizing-tide.com. 00:00 - Introduction to Rizing Tide and Today’s Guests 01:15 - Why Heidi Jannenga Started Rizing Tide 03:40 - The Personal Story Behind the Mission 06:45 - Shelley Menk’s Experience as a Rizing Tide Scholar 08:42 - How Rizing Tide Mentorship Works 10:39 - Scholarships, Community, and Employer Connect 15:49 - How Scholars Are Selected 20:17 - What New PT Graduates Want from Employers 25:52 - Shelley’s New Pelvic Health Practice 27:21 - How Practice Owners Can Get Involved

In this episode, Chad Madden breaks down the real playbook for rolling out cash pay services inside a private practice. He shares how his team 6x’d cash pay revenue, the three-step promotion strategy that works, and why clinician confidence matters more than most owners realize. You’ll also hear real numbers from laser, HBOT, and reactivation campaigns so you can see what successful implementation looks like. If you’re trying to grow profitability, help more patients, and reduce dependence on insurance reimbursement, this episode gives you a practical roadmap. Time Stamps 00:00 - Welcome and Why Cash Pay Matters Now 00:24 - The Shift from “Should We?” to “How Do We Do It?” 01:34 - The 3 Ways to Promote Cash Pay Services 02:15 - How Existing Patients Drive Early Cash Pay Success 04:31 - Reactivating Past Patients with Offers and Promotions 07:54 - Using Paid Ads for Cash Pay Services the Right Way 11:36 - Case Studies, Evidence, and Clinician Buy-In 17:06 - Hiring for Cash Pay Confidence and Sales Competency 20:36 - Why Private Practices Can’t Ignore Cash Pay Anymore

In this episode, Chad Madden gives a preview of the upcoming Breakthrough Virtual Summit: State of PT: The New Rules of Private Practice Growth in 2026. He shares what practice owners can expect, from reimbursement challenges and AI to cash-based services, compliance, team building, and practice valuation. If you own or lead a private practice, this free event is designed to help you navigate industry changes and grow with confidence. Check the show notes for the registration link and save your spot. Register now: https://getbreakthrough.com/2026-virtual-summit/ Time Stamps00:00 - Welcome to Grow Your Practice 00:21 - Free virtual summit announcement for PT owners 01:15 - State of PT: reimbursement, hiring, AI, and automation 01:33 - Paul Welk on practice exits and valuation playbooks 03:02 - Systems, scaling, and operations with Tim Dwire 03:23 - Cash service sales and packaging with Doug Adams 04:20 - Compliance and uncovered billing with Mary DaLong 04:59 - Team building, mindset, front desk, and growth strategies 08:38 - Justin Moore keynote on the future of PT in 2026

In this episode, Chad Madden shares the behind-the-scenes origin story of Breakthrough—starting with a cold email in 2012 and a call with Carl Mattiola (then at Tesla). You’ll hear how private practice marketing evolved as physician referrals declined, and why direct-to-consumer strategy became essential. Chad breaks down the shift from courses and newsletters to a unified, three-channel marketing system built for private practice growth. Subscribe for weekly best practices to help you grow your clinic with more time and financial freedom. If marketing feels complicated and your schedule isn’t as full as it should be, Breakthrough gives you a simple, proven system to attract and follow up with new patients automatically—book a demo here: https://getbreakthrough.com/demo 00:00 - Welcome to Grow Your Practice 00:21 - Why this episode: the Breakthrough origin story 01:02 - 2008–2013: physician referrals decline & the push to DTC marketing 03:44 - The cold email that started it all (November 2012) 05:41 - Carl’s Tesla background + interviewing 300+ owners 09:01 - From Clinic Metrics to marketing referrals (and early stumbles) 16:12 - Webinars, “green ink letter,” and the early courses 19:27 - Evolution into ads + a purpose-built CRM and 3-channel system 26:43 - Market–Message–Media Match + how AI changed copywriting

Private practice owners: feeling stuck in the clinic and stretched thin? In this episode of the Grow Your Practice podcast, host Chad Madden interviews Jamey Schrier on moving from burned-out clinician to true business owner. You’ll hear the pivotal moments (including a literal clinic fire), the mindset shifts around identity and ego, and a practical first step to reclaim your time. If you want a self-sustaining PT practice that doesn’t require you every day, this one’s for you. If marketing feels complicated and your schedule isn’t as full as it should be, Breakthrough gives you a simple, proven system to attract and follow up with new patients automatically—book a demo here: https://getbreakthrough.com/demo 00:00 - Welcome & guest intro 02:30 - The fire that forced a reset 05:45 - Personal low points: stress, family, and wake-up calls 12:10 - Stages of a practice: clinician → operator → entrepreneur 14:50 - First step out of the trap: the “activity organizer” 17:45 - Ego, identity & letting go of control 29:40 - Lifestyle by design (not default) 37:40 - Profit vs. revenue in today’s reimbursement climate 43:55 - Where to start: assessment & next actions