Some conversations age well — and this is one of them.

I sat down with Rafael Salazar, Owner & CEO of ProActive Rehab & Wellness, to talk about a challenge I see across the therapy world:

Most clinicians were trained to treat patients… not to monetize their expertise or build additional revenue streams that create real financial breathing room.

In this episode, we dig into:

1️⃣ How therapists can monetize their expertise
From consulting to content to specialized programs — Rafi breaks down the opportunities clinicians often overlook.

2️⃣ How to motivate your team to create content
Not by forcing it, but by building clarity, removing friction, and setting expectations that actually stick.

3️⃣ Why consistency beats perfection
Rafi explains how he built a culture where content creation isn’t a “nice to have,” but a strategic habit.

4️⃣ When it’s time to let a therapist go — and how to do it respectfully
A difficult topic, handled with transparency and care.

5️⃣ How to support employees during performance improvement periods
Because accountability and empathy aren’t opposites — and healthy teams require both.

A great episode to revisit if you’re thinking about long-term sustainability, financial resilience, and building something bigger than billable units.

Strata Stories are conversations between Strata's CEO, Paul Singh, and leaders in the OT & PT world. We interview practice owners, therapists, consultants, and coaches disrupting healthcare to make a positive change!

If you'd like to learn more about Strata EMR & Billing and achieving a 99.99% reimbursement rate for your PT, OT, or SLP Clinic, head over to stratapt.com and book a demo with our team!

If you have any questions, send us a note [email protected].