Advertise on podcast: 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 GoogleWhy every location needs its own dedicated website page and Google Business ProfileWhat to include on a location-specific page to help patients find and choose your clinicHow to optimize your Google Business Profile for local searchWhy consistent business information across online directories mattersHow Google Ads can help generate patient opportunities before and after your new clinic opensHow to build a location-specific Google Ads campaign that targets the right patientsWhy your new location's ads should send patients to a dedicated location pageHow to use your existing patients to promote your new clinic locationWhat to include in a postcard campaign to drive awareness and referralsWhen to start marketing your new location before opening dayThe three key marketing moves PT owners should make when opening their next locationIf 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 agoThe outdated processes and workflows that are still common in PT clinics todayWhy healthcare and physical therapy have been slower to adopt and integrate new technologyWhether the real challenge is a lack of technology or trying to fit new technology into outdated clinical workflowsWhat clinicians actually want from technology and where current solutions fall shortHow AI could genuinely improve physical therapy beyond the hypeHow technology and AI can support clinicians without replacing the human side of healthcareWhat the PT clinic of the future could look like over the next 5–10 yearsWhat needs to change across technology, education, leadership, reimbursement, and mindsetHow PT owners and clinicians can prepare for the next decade of technology and innovationAlex's advice for PT professionals looking to embrace change and build more modern practicesIf 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 locationsHow to identify new markets and decide when it's time to open another clinicThe biggest differences between running one clinic and managing a multi-location practiceWhy PT owners need to transition from thinking like a clinician to thinking like a CEOHow to delegate responsibilities, build trust, and develop a strong leadership teamHow marketing strategies need to evolve as your practice expands to multiple locationsHow to maintain a consistent company culture and patient experience across different clinicsThe mistakes, setbacks, and growing pains that shaped Brian's approach to running his businessWhat PT owners often underestimate about the financial, operational, and personal demands of expansionWhat you should have in place before opening your second clinicIf 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 OverviewsWhy AI search is changing the way patients discover and evaluate PT clinicsWhy local SEO is more important than ever for growing your clinicWhat Google’s evolving search landscape means for physical therapy practicesHow traditional SEO and AI search optimization work togetherWhat PT clinics need to do to improve their visibility across Google and AI platformsHow to future-proof your clinic’s online presence as AI continues to transform searchWhat Practice Promotions is doing to help 1,200+ PT clinic locations stay competitive in the changing search landscapeThe key steps PT owners can take now to make sure their clinic gets found by the patients looking for themIf 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 opportunitiesHow your EMR can become a growth asset—not just a clinical documentation toolWhat the new Spry × Practice Promotions integration does and how it worksHow patient data like last visit, last eval, total visits, and gender can power targeted campaignsHow automated campaigns can help reactivate patients and improve retentionWhy securely connecting patient data matters for privacy, security, and complianceWhat Phase II of the integration means for website lead capture and new patient intakeWhat PT owners using—or considering—Spry should know about the partnershipIf 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 MovementXWhy stories can connect with patients more effectively than credentials and servicesWho should be the hero—and who should be the guide—in your PT marketingThe stories most PT practices already have but aren’t tellingSix ways PT practices can strengthen their online presenceWhy authentic photography can outperform stock imagesHow to generate more Google reviews without constantly asking patientsThe minimum effective approach to blogging and website optimizationThe email automation every PT practice should have runningHow storytelling changes when marketing to patients, recruiting PTs, and building referral relationshipsHow marketing a mobile PT company differs from a traditional brick-and-mortar clinicOne marketing experiment that failed—and the lesson it taughtIf 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 searchWhy social media is becoming a search engineHow Google Business Profile can support local visibilityWhy video and storytelling are essential for engaging contentHow to showcase your staff and patient success storiesHow often PT clinics should post—and how to batch contentHow UTM tracking can measure which posts drive website trafficThe difference between PR, marketing, and salesIf 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 AdsThe key numbers every clinic owner should trackWhy promoting specific specialties can outperform generic campaignsWhat to look for when choosing a Google Ads agencyWhy asking patients “How did you hear about us?” isn't reliable trackingHow AI Call Intelligence can connect ad spend to booked appointmentsHow to turn Google Ads data into smarter marketing decisionsIf 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 ownersWhat financial strength really means for a practiceThe biggest financial challenges owners face in 2026Key metrics every owner should track (including labor efficiency ratio)Common financial mistakes that hurt long-term stabilityHow to improve cash flow and build the right reservesWarning signs of financial trouble — and how to balance growth with stabilityIf 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.