The Cash-Based Practice Podcast
Business:Management & Marketing
CBP 104: $1000 cash-pay treatment sessions—with Gina Calderone
This is the first interviewee I’ve had on the podcast who offers single-sessions that cost over $1000! Granted, these are 4-hour sessions, but it was quite impressive to hear how this level of service is sold.
When Gina Calderone first started out, she saw herself more as an in-home personal trainer even though she was a licensed physical therapist. As she took on more clients, she soon realized she wanted a dedicated space to work in, and she officially started a cash-based practice in 2004. Many of her training clients suffered from chronic pain, which led her to slowly edge back into her specialty of physical therapy.
In this interview, Gina shares how she got started and found her way in the early years and how she markets her fascinating approach to physical therapy using social media and compelling word-of-mouth referrals. She gets into the details of pricing and scheduling as well as how she conducts her evaluations in such a way that they routinely end with a client buying a multi-visit package.
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