The Dave Kittle Show

Most PT marketing looks exactly like PT marketing.

That might be the problem.

Join the guys this week as they discuss how PT businesses can stand out with unconventional recruiting videos, local food reviews, gait-analysis content, street interviews, and even “Reality PT TV.”

The goal isn't millions of views.

It's getting the right person to notice, remember, trust and eventually take action.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:00] — Standing Out in a Crowded PT Market

[02:06] — The Emotional Cost of Hiring

[03:27] — Stop Recruiting Like Everyone Else

[06:36] — You Only Need One Right Hire

[07:21] — The Mardi Gras Marketing Lesson

[09:31] — Why Dave Is Reviewing Restaurants

[12:44] — What PTs Can Learn From Barstool

[13:54] — Gait Analysis as Content

[17:16] — What Would “Reality PT TV” Look Like?

Which PT content would you actually stop scrolling for?

A) Exercise / anatomy education

B) Local food reviews

C) Street gait analysis

D) Patient journey / “Reality PT”

E) Funny recruiting videos

The debate in this episode is basically:

PT content doesn't always have to LOOK like PT content.

What would you actually watch?

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Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

The best PT referral sources might not be physicians.

Dave Kittle, Tony Maritato, and Jimmy McKay draft six overlooked referral partners including personal injury attorneys, youth sports coaches, private-pay nursing companies, group-fitness gyms, medical equipment companies, and massage therapists.

Dave also shares how one referral relationship produced a client worth roughly $80,000 over two years and why the best referral strategy usually starts with giving before asking.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:00] — 6 Referral Sources PT Owners Are Ignoring

[02:18] — Personal Injury Attorneys

[05:13] — Youth Sports Coaches

[07:18] — Dave’s $80K Nursing Referral

[08:58] — Want Referrals? Give Them First

[11:37] — Group Fitness Gyms

[15:31] — Medical Equipment Companies

[17:29] — Massage Therapists

[19:10] — Choosing Referral Partners You Can Trust

[21:35] — Stop Chasing Doctors the Wrong Way

[26:32] — The Cash-Pay Package Debate Returns

You can build ONE referral relationship for your PT practice.

Who are you choosing?

A) Personal injury attorney

B) Youth sports coach

C) Private-pay nursing company

D) Group-fitness gym owner

E) Medical equipment company

F) Massage therapist

Dave’s nursing-company relationships have generated hundreds of thousands in revenue over the years including one client worth roughly $80K.

What would be your #1 pick?

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Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

Cash-based PT practices have built entire models around prepaid treatment packages.

But recent positions discussed in this episode from physical therapy boards in North Carolina and Texas raise questions about whether certain prepaid or discounted visit packages are allowed.

Dave, Tony, and Jimmy break down what the boards are saying, why Dave believes packages benefit patients, whether he'd ever give up his PT license over restrictions like these, and how practices may need to rethink the offer entirely from individual visits to programs, memberships, access, and episodes of care.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:00] — The $97 First-Visit Strategy

[01:07] — Can Cash-Based PTs Still Sell Packages?

[05:20] — Why Is This Happening Now?

[08:03] — North Carolina vs. Texas PT Board Rules

[09:00] — State Boards vs. PT Associations

[11:00] — How Dave Would Fight Back

[12:12] — Why Packages Can Help Patients

[13:56] — “I’d Consider Giving Up My PT License”

[16:08] — Who Really Benefits From These Rules?

[18:59] — Can Cash Practices Change the Offer?

[20:59] — Stop Selling Visits. Sell Access.

Cash-pay PT owners:

You normally charge $200 per visit.

Would you rather be allowed to sell:

A) 10 visits for $1,500

B) A $1,500 six-week rehab program

C) Monthly membership/access

D) Pay per visit only

The guys get into an interesting distinction in this episode between selling future visits and selling access to a larger program or episode of care.

Which model do you think is best for both the patient and the practice?

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Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

Should a well-paid full-time PT be allowed to work a second job?

Dave Kittle explains why his therapists agree to a no-moonlighting policy, while Tony argues that owners shouldn’t try to control what employees do outside their primary job.

They debate compensation, availability, employee freedom, outsourcing, AI, non-solicitation, referral relationships, and what “all-in” actually means inside a growing practice.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:00] — Paying for Commitment

[02:25] — Can Employees Outsource Their Own Job?

[04:10] — Don’t Become the Elevator Operator

[05:23] — Dave’s No-Moonlighting Policy

[07:24] — Tony Disagrees: Let Employees Choose

[08:29] — The Phillies Test for Employee Commitment

[10:48] — Why Full-Time Availability Matters

[15:42] — Guardrails Without a Noncompete

[17:26] — Stop Chasing the Same Referral Sources

[19:49] — Dave’s Provider Happy Hour Experiment

You hire a full-time PT.

They’re paid well.

They hit performance bonuses.

They treat fewer patients than they would somewhere else.

But they want to pick up another PT job on nights or weekends.

Would you allow it?

A) Absolutely, their time is their time

B) No, full-time means all-in

C) Only if it doesn’t compete

D) Depends how much I’m paying them

Dave says no moonlighting.

Tony says you shouldn’t have to force commitment.

Who do you agree with?

-

Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

Dave Kittle did something most practice owners would never consider: he publicly posted one of his one-star Google reviews.

Dave and the guys break down why imperfect and unexpected content can outperform polished marketing, how negative feedback can clarify who your practice is actually for, and why taking a stand matters.

Then Dave shares the behind-the-scenes challenge of delegating his front desk to virtual assistants and what the process is teaching him about systems, scheduling, training, and actually running a business.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:00] — Why This Show Doesn’t Have a Filter

[03:45] — Why Changing Your Opinion Is a Good Thing

[07:34] — Dave’s 1-Star Google Review

[10:58] — Why Boring Content Doesn’t Work

[13:31] — Turning Bad Reviews Into Good Marketing

[18:22] — Tony Joins the Conversation

[19:03] — Dave’s Virtual Front Desk Experiment

[21:05] — Training VAs and Scheduling Home Visits

[24:40] — Do You Want a Business or Just Clinical Freedom?

You get a 1-star Google review.

What do you do?

A) Ignore it

B) Try to remove it

C) Respond professionally

D) Make a video about it 😅

Dave chose D.

Would you ever publicly use a bad review in your marketing?

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Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

Could most traditional outpatient physical therapy eventually be replaced by home programs, AI, and lower-cost care models?

Dave Kittle and Tony break down reimbursement pressure, bundled payments, AI, premium cash-pay PT, and why the future of outpatient therapy may look completely different from the model clinicians know today.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:00] — Should You Hire Skill or Develop It?

[02:03] — Who Fits a Premium PT Model?

[05:16] — New Grads, Culture Fit, and Hiring

[07:18] — Why We Stopped Hiring

[09:07] — What a 15-Year Employee Taught Us About Hiring

[12:21] — Interviewing for Core Values

[15:21] — Are Surgeons Referring Less Physical Therapy?

[16:51] — Why Insurance Is Squeezing Outpatient PT

[21:01] — Could AI Disrupt Outpatient Ortho?

[28:57] — Premium PT, Scale, and the Equinox Model

Tony says:

“80–90% of what outpatient ortho does could be wiped out tomorrow.”

Not because patients stop needing help.

But because some of that care could potentially be delivered through:

A) AI

B) Home exercise programs

C) Lower-cost remote care

D) All of the above

Do you think he’s right?

And if he is…

what does a physical therapy clinic look like 10 years from now?

-

Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

A PT candidate showed up late to a phone interview… while driving.

Dave Kittle explains why he ended the process, the red flags he watches for when hiring therapists, and how he uses multiple interviews and reference checks to predict whether someone will actually be reliable after they’re hired.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:00] — Reference Checks Are Usually Formalities

[02:13] — Reliability Matters More Than Talent

[03:15] — When Talent Lets the Team Down

[05:12] — How to Hire for Reliability

[06:46] — Dave’s Multi-Step Interview Process

[09:21] — The Candidate Who Took an Interview While Driving

[13:11] — Set Expectations or Test Candidates?

[18:11] — Why Employee Behavior Changes Over Time

[22:14] — Dave’s Reference Check Strategy

You schedule a job interview for 11:00 AM.

The candidate misses the call.

They call you back 6–8 minutes later…

while driving.

What do you do?

A) Keep going

B) Reschedule

C) End the interview

D) Depends on the rest of their resume

Dave chose C.

What would you do?

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Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

What if PT clinics stopped selling visits and started selling the outcome patients actually want?

Dave Kittle breaks down his experiment with results-based PT packages, why therapists struggle to confidently present premium plans of care, and why $350 per visit may be the wrong thing to sell altogether.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:00] — Why Physical Therapy Has to Evolve

[05:40] — Trends Change. PT Should Too.

[09:44] — Networking and Recruiting Differently

[18:41] — Reinventing the PT Business Model

[21:11] — Should We Rename Physical Therapy?

[25:50] — Marketing PT: Show, Don’t Tell

[29:56] — Inside Dave’s $175 Mailer Experiment

[31:17] — Stop Selling Visits. Sell Outcomes.

[33:50] — Why Results-Based Packages Are Hard to Sell

[35:43] — The PT Commodity Trap

[39:41] — What PT Can Learn From Higher Education

[44:41] — Should Therapists Handle the Sale?

[45:44] — Using AI to Coach PT Sales

[50:31] — Will AI Become the Salesperson?

Would you rather sell:

A) $350 per PT visit

B) 12-visit package

C) A complete program built around one specific patient outcome

D) Something else entirely

And if you picked C:

How would you explain the price without making it feel like a sales pitch?

-

Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

Dave trains his virtual assistant to handle the hardest question in premium PT:

“Why would I pay $350 when I already have insurance?”

They role-play objections, break down Meta vs. Google leads, and show how a $97 evaluation turned into a $3,000 package.

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⏱️ EPISODE BREAKDOWN

[00:00] — Ad Campaign Overview

[01:03] — The 4-Step Lead Form

[03:28] — Qualifying Self-Pay Leads

[07:56] — Chris Voss and “No” Questions

[10:56] — The 3 Types of Lead Mindsets

[13:02] — Using Form Answers to Handle Objections

[15:57] — Role-Playing the Insurance Objection

[17:37] — How $97 Became a $3,000 Package

[25:15] — Why Speed to Lead Matters

[30:15] — Framing Value vs. Insurance

[32:47] — Google Leads vs. Meta Leads

[41:33] — Why Friction Improves Lead Quality

[46:46] — Handling After-Hours Leads

[49:22] — The Economics of a Free Visit

You’re selling premium PT at $350 per visit.

The prospect says:

“But I already pay for insurance. Why wouldn’t I just use that?”

What do you say?

Drop your response below 👇

Then watch how Dave coaches Luis through it in this episode.

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Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

I hired a virtual assistant in Costa Rica to help book premium PT patients in New York City and he might be better at selling it than I am.

I break down what Luis is doing differently, how we trained him, and why his approach is converting skeptical self-pay leads.

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⏱️ EPISODE BREAKDOWN

[00:00] — My Virtual Assistant Sells PT Better Than Me?!

[00:40] — Why Luis Stands Out

[02:37] — Could He Train the Next Sales Rep?

[03:31] — A New Marketing Curveball

[05:05] — Inside Our Lead Follow-Up System

[08:28] — Facebook vs. Instagram Leads

[08:56] — Reviewing the Ad That’s Bringing in Leads

[11:37] — The Sales Message Behind the Ad

[14:33] — Why Social Media Makes Him Better at Sales

[16:42] — Selling to High-Profile Clients With Confidence

[19:18] — The Prospect Journey

[21:42] — From Lead to $350/Visit Patient

Would you trust a virtual assistant outside the U.S. to handle your PT leads?

A) Yes, with enough training

B) Only for basic follow-up

C) No, sales should stay in-house

D) I already use one

E) I’d try it if the numbers worked

And for PT owners already using VAs:

What’s the hardest thing to train sales, scheduling, objections, or follow-up?

-

Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.