“Am I living out my purpose?” That’s the question Amanda Heritage asked herself as she assessed her career in physical therapy. When she realized the answer was “no,” she knew she needed to make a change. Despite the naysayers who told her it was impossible to create a successful cash-based PT practice in southern New Jersey, she decided to give it a go. 

She began looking online to learn how to build a profitable, cash-based practice that could meet the needs of an underserved market. By July 2017, she left her job and launched a cash-based practice focused on PT for pelvic health. In less than a year, her original vision of a thriving niche PT practice that enables her to fulfill her purpose has become a reality!  

In this interview, Amanda shares her key insights from the past year and the special considerations that come with marketing a niche business. She explains how she’s built her referral network and what she did to manage an unexpected surge in business last October. And she offers her strategies for keeping the right mindset as you find your way.