Roger and Caitlin were physical therapists running a practice in Connecticut. They were burned out, in debt, and had zero online business experience.
Four months later they had a screenshot showing $194,000 in revenue for the month, with a small team and no sales reps.
Here’s every step they took, including the account ban that almost wiped them out, so you can copy what worked.
The two problems most PT businesses have
Most physical therapy businesses struggle with one of two things.
- Results. A lot of therapists don’t actually get clients out of pain, so clients don’t come back or refer.
- Leads. They have no consistent lead generation system.
Roger and Caitlin already had lead generation working. What they wanted was to scale.
Step 1: Kill the franchise plan
They first paid $1,500 for a two hour in person session with me. Their plan was to franchise their model.
I told them not to. Franchising is high risk and low reward for where they were.
Instead, they paid $98,000 for one on one coaching, where I coached them directly instead of through my team. That meant when they made a bad call, I could correct it fast.
Step 2: Go online, then survive the ban
They moved online using boosted posts and did $60,000 in their first month.
Then their Instagram account got banned.
Recovering it took about 30 days and involved paying a middleman. During the shutdown, revenue fell back to almost zero, because their lead generation stopped completely.
If you ever need an account recovery service, here’s what I’d look for:
- Transparent, published pricing.
- Escrow payment that’s only released after delivery.
- No middleman adding a markup who might not deliver at all.
They also got a replacement account so they weren’t stuck waiting. Most people would have quit here. They didn’t.
Step 3: Boosted posts and VAs
Boosted posts are simple. You hit the “Boost post” option on a post and put money behind it.
The conversations that come from those posts get handled by virtual assistants at $3 to $8 an hour. I prefer Caribbean VAs, from places like Trinidad and Tobago, over the Philippines because the time zones line up and the English is strong.
There are two types of posts to test:
- Direct. A specific call to action, like “Comment below if you want X in 30 days.” Fewer leads, but more serious ones. This is my preference.
- Indirect. Educational content, then message the people who engage. More volume, less qualified.
Test both and let the numbers decide.
Step 4: The early numbers
In the first 30 days they spent about $2,000 on ads and got 21 calls. That’s under $100 per call. For B2B, calls can run closer to $350.
Those 21 calls turned into 8 clients at roughly $7,000 each, about $56,000.
After the account was reinstated, they scaled to about $1,000 a day in ad spend. Honestly, they were sometimes reckless with spending. But they moved.
Step 5: The five day challenge
Coaching for trainers is crowded. Coaching for physical therapists is a much smaller niche, which made it easier for them to stand out.
They built a five day challenge called Clinical Mastery Week. The funnel:
- Boosted posts drive traffic to an opt in registration page.
- Registrants see the challenge dates and can book a call.
- Later we added DM ads. I pushed them toward DMs over comment driven posts.
The challenge pitches on day one, shows proof throughout, and teaches how to build a better PT practice.
One example of a fast pivot: their boosted posts were sending people to a profile page that didn’t convert. Once I pointed it out, they switched the posts to send people straight into the challenge funnel.
The result was $194,000 in revenue as of a screenshot dated July 16, with roughly $300,000 projected for the month.
Step 6: The offer, the price and the sales
Their main program is $7,000 for four months.
One pricing rule I gave them: you can lower the price on a sales call, but you should never raise it. If someone can’t afford the lower number, they can’t afford a higher one. Use objection handling, like asking about cash on hand, to find a price that works.
Roger handles all the sales calls because he’s the strongest at it. He deals with the four objections every closer sees: price, spouse, time and belief.
Step 7: Margins and team
The team is just the two of them and their VAs. No sales reps.
At a 50% margin, that’s at least $150,000 in take home profit for the month, and probably more because the team is so small.
The takeaway
Four things made this work:
- A good offer. Niche it down or make it distinctive.
- A consistent lead generation system. Here, boosted posts feeding a challenge funnel.
- Strong sales. Handle objections and close the call.
- Work ethic and speed. They acted on advice fast and didn’t quit after losing their account.
You don’t need years of online experience. You need a sharp offer, a lead source, someone who can sell, and the willingness to fix problems the day you find them.
Want to know what’s capping your practice or business right now? Take my free 90 Day Ceiling Plan. Answer 18 questions and get a written plan, built on your own numbers, that names the one thing holding you back and what to fix first.
