After finishing PT school, Chris Johnson spent a decade working as a therapist for a New York hospital in their cutting-edge sports medicine program. During that time, he also made house calls on the side and discovered he could earn as much or more money as he did at his "regular" job—but with about 10% as much work. He eventually felt he could only reach his full potential as a therapist by going out on his own, which was daunting because of the costs associated with opening a practice in New York City. But his gamble paid off, and he quickly filled his schedule with patients who valued his sports-medicine expertise.

Eight years ago, he and his wife decided it would be better for their family to relocate to her hometown of Seattle. So he closed his New York practice, moved across the country, and made the "torturous" transition to working in a staff therapy position. In time, he gained enough traction to go out on his own once again, leveraging his therapy expertise and his passion for running. Today, Chris has a thriving sports-medicine practice that serves runners around the country with highly tailored therapy and information resources that help them continue to enjoy and excel at the sport they love.

In this episode, Chris shares what he's learned from his experiences in building two cash-based practices in distinctly different markets. He explains how he uses content to drive his marketing efforts and how he ensures he can consistently deliver superb patient experiences that persuade customers to pay top dollar for his out-of-network services.

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