In this episode, I go deep on something that most clinic owners get completely wrong - what your patients are actually paying you for. Spoiler: it's not the treatment.

I get asked:

1. "Why will a patient pay you $350 when they can get the same treatment for $150 around the corner?"
2. "What did Mr. Gucci understand about his customers that most clinic owners completely miss?"
3. "Why do some clients disappear for nine months, never use a single thing you offer, and still happily keep paying you?"
4. "How did the UCLA "See I Care" model completely change the way I think about patient experience?"
5. "What's the difference between good customer service and the kind of experience people will pay a premium for?"
6. "How do you know when your business is built to last — and how do you know when it's in trouble?"

Register Now: https://cashpaysummit.com/

👉📘 Grab your FREE copy of any one of my six best-selling marketing books right here: https://physiofunnels.com/free/

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In today's episode I answer:

1. “My Spouse Quit Her Corporate Job To Help Run The Clinic. Revenue Has Dropped 30%. Was This A Mistake?”
2. “My Business Coach Told Me To Stop Taking Medicare Patients If I Ever Want To Be Rich. Is It Wrong to Deny Them?”
3. "A Competitor Is Offering Free Evals And Undercutting Every Clinic In Town. Do I Match Them Or Hold My Price And Pray?"

Register Now: https://cashpaysummit.com/

👉📘 Grab your FREE copy of any one of my six best-selling marketing books right here: https://physiofunnels.com/free/

📲 Follow Paul here:

🎙️ Paul Gough Podcast – https://www.paulgough.com/podcast/

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🐦 Twitter/X: @ThePaulGough

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In today's episode I answer:

• "My Therapist Just Came Out As Transgender. Half My Patients Are Requesting Transfers. Do I Protect My Employee Or My Revenue?"

• "I'm The First Person In My Family To Own A Business. They Call Me 'The Rich One' Like It's A Slur.”

Register Now: https://cashpaysummit.com/

👉📘 Grab your FREE copy of any one of my six best-selling marketing books right here: https://physiofunnels.com/free/

📲 Follow Paul here:

🎙️ Paul Gough Podcast – https://www.paulgough.com/podcast/

📘 Facebook: https://www.facebook.com/ThePaulGough

📸 Instagram: @ThePaulGough

🎥 YouTube: Paul Gough Media

🐦 Twitter/X: @ThePaulGough

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Insurance-based clinic owners are calling me reckless. They say cash pay is a fad. So I decided to answer them live on air.

Here's what gets thrown at me and how I answered:

1. Insurance-based clinic owners are calling you reckless - they say cash pay is a fad. What do you say to their face?
2. People are calling your cash model a scandal - charging patients directly and cutting out insurance. How do you sleep at night?
3. How do you convince someone whose entire identity and family are built around the insurance model to make the shift?
4. If 90% of the profession is insurance-based, why should anyone listen to someone pushing cash pay?

Register Now: https://cashpaysummit.com/

👉📘 Grab your FREE copy of any one of my six best-selling marketing books right here: https://physiofunnels.com/free/

📲 Follow Paul here:

🎙️ Paul Gough Podcast – https://www.paulgough.com/podcast/

📘 Facebook: https://www.facebook.com/ThePaulGough

📸 Instagram: @ThePaulGough

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🐦 Twitter/X: @ThePaulGough

🌐 Website: https://www.paulgough.com/

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On this episode of Coffee with Goughy, we go over some comments left on my social media:

1. The viral post that sparked massive debate — "I Missed My Baby's First Year Building The Clinic. Was I Wrong?"
2. Why people react so emotionally and quickly when I question how we think about parenting on social media
3. The comment that said "You have the rest of your life to make money — you can never get that time back" and why I disagree
4. The commenter who called my perspective "atrocious" and the person who fired back with "That's why you'll never make it — you wouldn't date a broke man"
5. Why people view money and family as an either/or choice instead of figuring out how to have both
6. The difference between physical presence and emotional presence with your children
7. Why I believe 45 minutes of fully conscious time with your kid beats 4 hours of distracted, phone-addicted "quality time"
8. The hypocrisy of people who judged me for working late with my first child — then told me "You're lucky because you've got the money" when my fifth child came along
9. Why I think parenting is the last thing insecure people cling to as proof they're a success — and why that makes it such a hot-button topic
10. The difference between good guilt and bad guilt, and how I use guilt as fuel instead of letting it hold me back

Register Now: https://cashpaysummit.com/

👉📘 Grab your FREE copy of any one of my six best-selling marketing books right here: https://physiofunnels.com/free/

📲 Follow Paul here:

🎙️ Paul Gough Podcast – https://www.paulgough.com/podcast/

📘 Facebook: https://www.facebook.com/ThePaulGough

📸 Instagram: @ThePaulGough

🎥 YouTube: Paul Gough Media

🐦 Twitter/X: @ThePaulGough

🌐 Website: https://www.paulgough.com/

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In this episode, I sit down with an insurance-based clinic owner who's running at 90% insurance and 10% cash pay. He wants to shift gears but he's scared. He doesn't know how to make the transition without blowing up what he's already built.

Here's what gets asked and answered:

1. How do we shift from 90% insurance to more cash pay without risking the business we've already built?
2. Do I need to close the doors on insurance and start fresh — or is there a smarter way?
3. How do I turn a $100-per-session insurance patient into a $2,000–$3,000 lifetime customer?
4. What's the difference between taking risks and managing risks — and why does that matter for this transition?5. How do I get patients to buy more when they don't even know what else I offer?
5. How long does this realistically take — and why do most clinic owners get the timeline wrong?
6. How do I run multiple things at once without losing my mind?

Register Now: https://cashpaysummit.com/

👉📘 Grab your FREE copy of any one of my six best-selling marketing books right here: https://physiofunnels.com/free/

📲 Follow Paul here:

🎙️ Paul Gough Podcast – https://www.paulgough.com/podcast/

📘 Facebook: https://www.facebook.com/ThePaulGough

📸 Instagram: @ThePaulGough

🎥 YouTube: Paul Gough Media

🐦 Twitter/X: @ThePaulGough

🌐 Website: https://www.paulgough.com/

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

In this episode, I sit down with a clinic owner Craft Castrall who's got all the assets in place — red light therapy, neurofeedback, shockwave, whole body vibration, body composition analysis — but he can't figure out how to get it all up and running in the next 30 days while he's still treating patients 25–30 hours a week.

Here's what gets answered:

1. How do I get all of my services up and running in the next 30 days when I'm still treating full-time?
2. Why do clinic owners happily spend $150K on equipment but refuse to invest $4K/month in marketing?
3. What does it actually look like to sacrifice short-term income to build long-term revenue systems?
4. How do I scale from one-to-one treatment to one-to-many without burning out.
5. How do I make sure every patient knows about everything my clinic offers?
6. How many times do I really have to repeat the message to my staff before it sticks?
7. How do I get all of my services up and running in the next 30 days when I'm still treating full-time?

Register Now: https://cashpaysummit.com/

👉📘 Grab your FREE copy of any one of my six best-selling marketing books right here: https://physiofunnels.com/free/

📲 Follow Paul here:

🎙️ Paul Gough Podcast – https://www.paulgough.com/podcast/

📘 Facebook: https://www.facebook.com/ThePaulGough

📸 Instagram: @ThePaulGough

🎥 YouTube: Paul Gough Media

🐦 Twitter/X: @ThePaulGough

🌐 Website: https://www.paulgough.com/

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Here's what gets thrown at me and how I answered:

1. Isn't cash pay just a way for clinics to charge more and leave everyday patients behind?
2. You say clinics should raise prices - what about the patients that can't afford it?
3. What do you say to the claims that you're just encouraging people to abandon insurance to make a little bit more money?
4. Isn't cash pay just a model that works in wealthy areas like Los Angeles?
5. Is cash pay actually under threat - or are the owners just not evolving fast enough?
6. Why are so many busy clinics still struggling to make real profit?
7. What do you say to PT owners who keep working harder and harder but keeping less money?

Interested in the Cash Pay Summit head to cashpaysummit.com for ticket information.

👉📘 Grab your FREE copy of any one of my six best-selling marketing books right here: https://physiofunnels.com/free/

📲 Follow Paul here:

🎙️ Paul Gough Podcast – https://www.paulgough.com/podcast/

📘 Facebook: https://www.facebook.com/ThePaulGough

📸 Instagram: @ThePaulGough

🎥 YouTube: Paul Gough Media

🐦 Twitter/X: @ThePaulGough

🌐 Website: https://www.paulgough.com/

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In this episode, I answer more questions from the Hollywood press ahead of the Cash Pay Summit in May. Here are the most important questions I answered on this podcast:

1. "Are rising staff wages killing clinic profitability or just exposing weak business models?"
2. "Why do clinic owners get stuck between $20K and $50K a month and never break through?"
3. "Why do so many clinics look successful online but are struggling behind the scenes?"
4. "Is the real problem the industry or are clinic owners just not very good at business?"
5. "What is the biggest lie clinic owners believe about scaling their business?"
6. "Why do clinic owners avoid thinking like business owners?"

Interested in the Cash Pay Summit head to cashpaysummit.com for ticket information.

👉📘 Grab your FREE copy of any one of my six best-selling marketing books right here: https://physiofunnels.com/free/

📲 Follow Paul here:

🎙️ Paul Gough Podcast – https://www.paulgough.com/podcast/

📘 Facebook: https://www.facebook.com/ThePaulGough

📸 Instagram: @ThePaulGough

🎥 YouTube: Paul Gough Media

🐦 Twitter/X: @ThePaulGough

🌐 Website: https://www.paulgough.com/

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

In this episode I answered these questions:

1. "My Spouse Says the Clinic Is Ruining Our Marriage. Is She Right?"
2. "My Front Desk Person Has More Power Than I Do and She Knows It. How Do I Handle This?"
3. "TikTok PTs With Zero Experience Are Stealing My Patients. How?"

Register Now: https://cashpaysummit.com/

👉📘 Grab your FREE copy of any one of my six best-selling marketing books right here: https://physiofunnels.com/free/

📲 Follow Paul here:

🎙️ Paul Gough Podcast – https://www.paulgough.com/podcast/

📘 Facebook: https://www.facebook.com/ThePaulGough

📸 Instagram: @ThePaulGough

🎥 YouTube: Paul Gough Media

🐦 Twitter/X: @ThePaulGough

🌐 Website: https://www.paulgough.com/

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