The Dave Kittle Show

When a high-maintenance patient expects concierge-level service weekly updates, equipment setup, family check-in sshould you charge more?

Dave Kittle will break down how he closed a $950/month concierge PT client plus $550 per visit. Joined by Tony Maritato, they explore pattern recognition, price anchoring, and why charging premium rates isn’t unethical it’s strategic. If you're tired of undercharging for overdelivering, this episode is your permission slip to price with confidence.

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

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EPISODE BREAKDOWN

[00:00] — Setting Expectations for Therapists

[01:11] — Handling Rude Prospective Patients

[01:55] — Pricing Strategies and Market Dynamics

[02:38] — High Maintenance Clients and Premium Pricing

[03:20] — Using Price Anchors in Conversations

[04:38] — Red Flags in Client Requests

[04:50] — The Importance of Price Anchoring

[05:21] — Case Study: Portable Treatment Table

[06:25] — Disclosing Pricing to Clients

[07:02] — Concierge Fee and Visit Pricing

[07:28] — Pattern Recognition in Client Interactions

[08:49] — Understanding Client Expectations

[11:35] — Rationalizing High Fees

[14:57] — Understanding Wealthy Clients

[18:19] — Negotiation and Compensation in Cash-Based Practices

[19:52] — Marketing Responsibilities in Cash Practices

[23:30] — Compensation Models for Therapists

[26:05] — Balancing Business and Patient Care

[27:04] — Opportunities for Physical Therapists

[27:20] — Practice Owners: Transition and Selling

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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.

Most PTs panic when a Medicare patient calls asking, “Do you take my insurance?” but what if that same call could turn into a $350 cash session?

In this episode, Dave Kittle, Tony Maritato, and Jimmy McKay break down how to communicate value, use outcome-based messaging, and sell clarity instead of coverage. From Medicare opt-out strategy to real patient calls and the psychology behind premium pricing, this episode shows how elite PTs build trust, charge what they’re worth, and win without billing codes.

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

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EPISODE BREAKDOWN

[00:00] — Building Tangible Solutions for Clients

[00:54] — Dave's Idea and Medicare Opt-Out Discussion

[01:04] — Physical Therapists Opting Out of Medicare

[02:15] — Medicare Beneficiaries' Choices and Implications

[03:46] — Marketing in Healthcare: The Key to Success

[04:35] — Communicating Value to Medicare Beneficiaries

[05:05] — Challenges for New Grads in Physical Therapy

[05:50] — Challenges for Long-Time Practice Owners

[06:29] — The Importance of Online Presence

[07:30] — The Changing Landscape of Physical Therapy

[08:50] — The Importance of Social Media in Small Business

[09:55] — Communicating Value to Clients

[10:17] — Phone Conversation Strategies for Medicare Beneficiaries

[14:28] — Marketing Problems and Solutions

[18:25] — Content Creation and Marketing Strategies

[21:49] — Medicare Advantage and Cash-Based Services

[23:26] — The Futility of Certain Activism Efforts

[24:10] — The Reality of Activism in Healthcare

[26:15] — Sales Techniques and Client Communication

[27:16] — The Value of Tangible Service Plans

[28:41] — Misrepresentation in Professional Titles

[29:40] — The Exhaustion of Fighting for Change

[31:44] — Achievable Goals vs. Grand Aspirations

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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 one email before the eval could lock in a $2,000 patient?

In this episode, Dave Kittle shares the exact message that turned a cold lead into a private client. Alongside Tony Maritato and Jimmy McKay, they unpack how to lead with outcomes, use AI tools to personalize plans fast, and close with confidence no eval required.

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

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EPISODE BREAKDOWN

[00:00] — The Importance of Personal Goals in Therapy

[01:03] — Dave's Epiphany: A Turning Point

[02:05] — Using Chat GPT for Client Engagement

[03:40] — Crafting a Detailed Treatment Plan

[04:37] — Overcoming Skepticism and Building Trust

[06:56] — The Importance of Client-Centered Care

[08:51] — Challenges in Physical Therapy Practice

[09:30] — Personal Experience with Pain Management

[11:55] — The Role of Research in Treatment Plans

[19:39] — Understanding Client Motivations and Goals

[22:55] — The Value of Clear Communication

[27:13] — Discussion on PTA's Media Battles

[28:33] — Understanding MPPR: Multiple Payment Procedure Reduction

[29:12] — Medicare's Reimbursement Model Explained

[31:04] — Challenges with MPPR for Physical Therapists

[33:04] — Alternative Approaches to PT Visits

[35:00] — The Case for Shorter, More Frequent Visits

[36:47] — Opting Out of Medicare: Pros and Cons

[41:45] — Private Practice vs. Large Organizations

[47:06] — Future of Physical Therapy Practices

[50:35] — Adopting New Technologies in PT

[52:58] — Marketing Strategies and Parting Shots

--

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.

Are your patients ghosting after visit 3? It might not be them, it might be your onboarding. Here's how to fix it.

If your patients aren’t completing their plans of care, you’re not alone, and you’re not stuck. In this tactical episode, Dave Kittle and Ben Bagge break down why patients drop off, how to coach therapists through mid-career slumps, and how outcome-based care can drive lifetime value. From hiring for belief to using a 30-point eval checklist, this is a masterclass in retention, mentorship, and building a clinic that transforms, not just treats.

You can connect with Ben Bagge and learn how to grow your cash-based physical therapy practice at https://clinicalmarketer.com

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⏱️ EPISODE BREAKDOWN

[00:00] — Invaluable Experiences

[01:02] — Introducing Ben Bagge

[01:13] — Challenges with Full-Time Physical Therapists

[01:31] — Tracking Therapist Performance

[01:40] — Ben's Practice and Experience

[02:14] — Initial Thoughts on Therapist Performance

[03:16] — Evaluating Therapist Performance

[04:27] — Addressing Patient Drop-offs

[05:35] — Therapist Insight and Feedback

[06:13] — Therapist's Tenure and Performance Trends

[07:21] — Collaborative Approach to Performance Issues

[09:33] — Setting Expectations with Therapists

[11:46] — Patient Lifecycle and Expectations

[14:49] — Setting Patient Expectations

[15:37] — Unique Approach to Physical Therapy

[17:08] — Long-Term Patient Engagement

[20:24] — Interviewing and Hiring Therapists

[21:27] — Evaluating Candidate Responses

[26:22] — Implementing Evaluation Templates

[28:44] — Adopting New Practices

[30:28] — Parting shots

--

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.

McDonald’s tested a $12.99 all-you-can-eat buffet. It blew up. Why? Because it’s pricing psychology and physical therapists can use the same tactics. In this packed episode, Dave Kittle, Tony Maritato, and Jimmy McKay explore real-world pricing strategies for modern PTs. From $599 floor lifts that generate affiliate revenue to $100/month memberships that beat insurance, this is your tactical guide to patient-centered growth.

We also break down viral marketing moments (yes, the Phillies “Karen” story), show how influencer PTs generate income without burnout, and explain how hybrid models are the future for clinics sick of reimbursement games. Plus: how AI tools boost visibility, how Marcus Lemonis-style PR can drive attention, and why clarity of business model is the #1 differentiator.

Whether you're cash-based, hybrid, mobile, or Medicare-only, if you're serious about sustainability, this is the playbook. Think less CPT codes, more connection. Less compliance, more creativity.

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

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EPISODE BREAKDOWN

[00:45] — Patient Interaction and Value Perception

[01:15] — Marcus Lemonis and Social Media Reactions

[02:36] — The Role of AI in Content Creation and Leveraging Trends

[03:36] — Capitalizing on Opportunities

[04:55] — Handling Criticism and Naysayers

[06:23] — The Impact of Viral Moments

[07:45] — Unexpected Incidents and Public Reactions

[11:03] — McDonald's Buffet Experiment

[15:08] — Creative Pricing Models in Business

[20:14] — Unlimited Access in Physical Therapy

[25:07] — Assumptions and Value in Healthcare

[25:37] — Exploring Cash-Based Models

[26:04] — Subscription Models and Media Attention

[27:54] — Medicaid and Healthcare Costs

[28:52] — Reducing Barriers with Cash Pay and Wait Times

[31:52] — Perceived Value and Pricing

[35:00] — Targeting Different Market Segments

[37:36] — Outpatient Therapy and Insurance

[39:27] — Marketing and Social Media

[44:50] — Organic Marketing Success

[45:00] — Affiliate Marketing and Product Promotion

[53:23] — Business Model Preferences

[56:43] — Parting Shots

--

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.

If your patients love you but don’t come back, your business is broken. What happens when your clinic is full of people who don’t actually want what you offer? You're not a provider anymore. You're a time-filler. That’s burnout on a platter.

Some patients don’t want PT; they want convenience, routine, or whatever insurance covers. Dave Kittle, Tony Maritato, and Jimmy McKay show how to align your model with real motives: sell outcomes (not exercises), experiment with mini-memberships, and build the rejection muscle if you’re going out-of-network. They dig into purpose-driven marketing for seniors, hybrid/concierge options, and what keeps patients engaged. If you want a business built on results, not excuses, this one’s for you.

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

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EPISODE BREAKDOWN

[00:30] — Selling the Destination, Not the Journey

[01:36] — Humor in Physical Therapy

[02:22] — Focusing on Patient Results

[03:33] — Understanding Patient Desires

[04:43] — Challenges in Physical Therapy Practices

[06:44] — Medicare and Insurance Issues

[08:20] — The Future of Physical Therapy

[19:00] — Rejection and Resilience in Healthcare

[24:51] — Membership Models in Healthcare

[26:12] — Tequila and Membership Models

[31:38] — Plumber Subscription Model

[31:53] — VIP Access and Concierge Membership

[32:24] — Performance and Sports Optimization Membership

[33:03] — Incentivizing Seniors for Physical Therapy

[35:49] — Selling the Destination, Not the Journey

[37:11] — Marketing Strategies for Physical Therapy

[39:54] — The Future of Physical Therapy Clinics

[41:34] — Supplements and Physical Therapy Practices

[58:11] — Understanding Your Consumer

--

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 do Cracker Barrel, Luna, and Medicare billing all have in common? Turns out: everything. If you run a PT clinic, you’ll want to hear this.

From rebrands to reimbursement, this episode dives into how branding and perception are impacting physical therapy more than most realize. Dave Kittle, Jimmy McKay, and Tony Maritato unpack Cracker Barrel’s controversial rebrand and how it mirrors the shifts in PT ownership, consumer expectations, and patient communication.

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

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EPISODE BREAKDOWN

[00:00] — Medicare Advantage Plans

[01:07] — Embracing Change in Business and Branding

[01:36] — The Cracker Barrel Rebrand Discussion

[04:24] — Corporate Evolution and Logo Changes

[05:21] — Targeting New Customer Bases

[09:28] — Branding in Physical Therapy

[14:35] — Challenges in the Physical Therapy Profession

[16:26] — Luna's Marketing Strategy and Stretching Services Debate

[20:07] — Medicare Coverage and Physical Therapy Services

[32:34] — Understanding Medicare Advantage Plans

[33:26] — Cost Comparison: Traditional Medicare vs. Medicare Advantage

[35:05] — Challenges for New Therapists

[35:34] — Communicating Value to Patients

[38:18] — The San Diego Party Strategy

[40:26] — The Importance of Perceived Value

[42:01] — Evaluating Business Ideas: A Critical Approach

[47:18] — AI Scribes and the Future of EMRs

[50:19] — Choosing Assisted Living Facilities

[54:42] — Parting Shots

--

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.

$111 Visits, Missed Evals, and the Real Cost of Ownership in PT

What happens when your top therapist completely forgets a new patient eval? Can a $5K mistake become a growth moment?

Dave Kittle breaks down a painful no-show and the scramble to fix it: flowers, handwritten notes, and hard conversations. With Jimmy McKay and Tony Maritato, they dive into ownership, accountability, patient trust, and what to do when systems fail.

This one hits on leadership, culture, and high-stakes expectations with takeaways for any PT running a mobile, in-home, or in-clinic practice.

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

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EPISODE BREAKDOWN

[00:00] — Initial Frustrations

[00:57] — Dave's Client Incident

[01:53] — Immediate Reactions and Learnings

[02:43] — Communication Breakdown

[03:48] — Automation and System Deficiencies

[06:38] — Human Element and Resolution

[08:48] — Therapist Accountability

[11:25] — Resolution and Client Follow-up

[16:22] — Cultural and Personal Reflections

[19:59] — Self-awareness and Ownership

[27:15] — Setting Expectations and Protocols

[29:23] — Owning Up to Mistakes

[29:49] — Parenting and Responsibility

[30:34] — Therapist Communication Strategies

[31:53] — Emotional Responses and Solutions

[32:18] — Social Media and Marketing Trends

[33:58] — Free Food and Value Perception

[34:53] — Healthcare System and Entitlement

[35:58] — Professionalism and Knowledge Sharing

[37:19] — Rest Stop Innovations

[38:27] — Starbucks vs. Tap and Go

[41:58] — Physical Therapy Business Models

[50:45] — Licensure and Professional Standards

[55:21] — Overcoming Challenges

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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 does a viral water brand have to do with physical therapy?

A lot more than you think. In this episode, Dave Kittle, Jimmy McKay, and Tony Maritato break down the marketing magic behind the 6-7 Water meme, how a high schooler accidentally built a viral brand, and what PTs can learn from it. Then we get serious: is PT school still worth it? We look at declining applications, shrinking reimbursements, and whether the “traditional” path even makes sense in 2025.

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

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EPISODE BREAKDOWN

[00:00] — Introduction to the Challenges in Healthcare

[01:02] — My First Million Podcast

[01:20] — The Viral Story of the 6-7 Kid

[02:20] — Creating a Water Brand from a Viral Moment

[03:30] — The Attention Economy in Business

[04:57] — Leveraging Social Media for Business Growth

[06:10] — The Reality of Flash-in-the-Pan Trends

[07:20] — Applying Viral Marketing to Physical Therapy

[12:33] — The Challenges of Starting a Beverage Company

[20:53] — Decline in Occupational Therapy Applications

[21:50] — Impact of Reimbursement Reductions on Healthcare

[27:35] — The Financial Struggles of Physical Therapy Practices

[28:30] — The State of Outpatient Physical Therapy

[28:53] — The Simplicity of Direct Payment Models

[29:23] — Comparing Industries: Haircuts and Healthcare

[29:59] — The Third-Party Payment Model

[30:36] — Challenges with Medicare and Patient Goals

[36:27] — Personal Stories: Why We Became Physical Therapists

[42:57] — Advice for Aspiring Physical Therapists

[49:30] — The Value of Hands-On Experience

[53:22] — Parting Shots

--

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.

Can a $700M athlete deal teach you how to scale your clinic? What if robots replaced your massage therapist?

We’re talking MLB rehab, luxury concierge care, and the AI tools quietly changing patient expectations and what smart PTs are doing right now to stay ahead. Dave Kittle, Jimmy McKay, and Tony Maritato ask: what can Shohei Ohtani’s contract teach PT owners? We cover incentives to attract top clinicians, the $7,500 massage robot, patient buy-in and storytelling, what “opt out of Medicare” really means for cash PTs, and why some clinics don’t innovate. Plus: how influencer PTs make money, simple brand licensing, and turning one visit into 12 pieces of content.

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

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EPISODE BREAKDOWN

[01:08] — Exploring MLB Contracts and Salaries

[02:05] — Physical Therapy and Celebrity Endorsements

[03:06] — MLB Market Dynamics and Agent Success

[04:45] — Physical Therapy Salaries and Unionization

[07:01] — Monetizing Physical Therapy

[09:58] — Opting Out of Medicare in Physical Therapy

[13:57] — Challenges in Medicare Billing

[18:48] — Monetizing Physical Therapy Content

[23:27] — The Power of Media and Distribution

[30:09] — The Importance of Consistency

[30:40] — Leslie's Success Story

[32:42] — Three Types of Marketing

[33:08] — Analyzing a Medical Video

[36:04] — Creating Effective Patient Videos

[39:39] — The Power of Video Documentation

[45:45] — Robotic Massage Therapy

[47:54] — Social Anxiety and Technology

[50:06] — Challenges and Innovations in Tech

[54:34] — Parting Shots

--

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.