After watching her employers in an insurance-based practice “drowning and miserable” for 5 years, Alicia Willoughby knew she wouldn’t work in that business model for the rest of her career. She searched for information on the private-pay model, which led her to the Cash-Based Practice Podcast. As she learned more, she began reaching out to others who were succeeding with their cash-pay practices. 

Finally, she was ready to take the plunge and started her own pre- and post-partum physical therapy practice. Three years later, Alicia’s practice is succeeding beyond what she even imagined was possible. She is now exploring online business opportunities and anything outside the crushing constraints of the “medical box.”

In this interview, Alicia explains exactly how she started and built her niche physical therapy practice from inception. She openly shares the details of her journey, including what has worked best for building and marketing her practice.