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How to Grow a Pelvic PT Business
- Nicole Cozean
- 1 day ago
- 5 min read
Growing a pelvic health practice isn’t easy. Most pelvic PT business owners never set out to be entrepreneurs — they simply wanted to provide great care, have more flexibility, and create a better work-life balance. But somewhere along the way, that dream can start to feel overwhelming. In this article, we’ll break down the three pillars of growth that can
transform your business into a thriving, sustainable practice that truly works for you.
Let’s be honest — running a business is hard. Most of us never planned to become business owners. We just wanted a place where we could practice the way we wanted — with more flexibility, more freedom, and the ability to spend time with our families or travel. A place where we could provide the level of patient care we knew was possible, and maybe even earn more than we could as a staff therapist.
But sometimes that dream can start to feel like a nightmare. More than 90% of pelvic PT business owners we’ve surveyed said they weren’t making as much money as they hoped.
It’s easy to get stuck in the daily grind — dealing with problems we never imagined, feeling
overwhelmed, and underprepared to handle the business side of things.
After all, you’ve spent seven years in college and hundreds of hours of continuing education becoming a great clinician, but almost no formal training in running a business.
We’ve now worked with more than 800 pelvic PT and OT business owners across the U.S.
and around the world. We’ve seen success stories from people with vastly different
personalities — introverts and extroverts, new grads and 20-year veterans — all building
businesses that actually work for their lives.
So how do you actually grow a practice? In our experience, there are three main pillars that every successful pelvic PT business is built on.
Marketing and Sales: The Engine That Drives Growth
Marketing is what gets your name out there — it’s how people find you, how the phone
rings, and how new patients walk through your door. There are three key types of
marketing that fuel a thriving pelvic health practice:
Practitioner-based marketing: Building referral relationships with other providers who understand your value and send their patients your way.
Patient-focused marketing: Getting into your community, providing education, and speaking directly to potential patients.
Internal marketing: Reconnecting with past or current patients to encourage re-bookings, referrals, or reviews.
These three types of marketing are what drive success for most practices — but marketing only matters if it leads to conversions.
That’s where sales come in. Every phone call is an opportunity to change someone’s life —
and every lead deserves to be followed up. We recommend tracking your conversion rate: at least 70% of callers should schedule an evaluation (and even higher for smaller practices).
That comes from knowing your value, communicating it clearly, and having organized
systems — including phone scripts and follow-up processes — to ensure no one slips
through the cracks.
Business Systems: Bringing Order Out of Chaos
If marketing is the engine that drives your business, systems are the steering wheel that
keeps it on the road.
Business systems bring order out of chaos. They preserve your sanity as you grow, ensure
consistency across your practice, and make sure nothing important gets forgotten. Whether it’s a call log, a cancellation policy, or a budget, every process you systematize frees up mental space and time.
For solopreneurs, systems are what allow you to reclaim the freedom you dreamed of when you started your practice. For growing teams, they’re absolutely critical — the difference between smooth scaling and constant stress.
As you expand, your systems need to live outside of your head and on paper so your team
can follow them. That means clear documentation and consistent tracking of key metrics so you can make decisions based on facts, not feelings.
Some of the most impactful systems include:
Detailed call logs and follow-up procedures
Defined financial tracking and budgeting
Written cancellation and no-show policies
Metrics dashboards to track business performance
Strong systems don’t just make your business more efficient — they make it more enjoyable to run.
Clinical Excellence: The Cornerstone of a Thriving Practice
Clinical excellence might seem like the one thing you already have handled — but growing a successful practice requires taking it to another level.
When we become business owners, new challenges emerge. Money mindset issues,
imposter syndrome, or fear of ‘selling’ can creep into patient communication. Suddenly, patients start spacing out visits, cancelling when they feel “a little better,” or dropping off
entirely.
If that’s happening, it usually has nothing to do with your clinical skill — and everything to
do with communication. At Pelvic PT Rising, we teach owners how to connect clinical
excellence and business success, because they’re inseparable. Patients who complete their full plan of care get better results, are worth more to the practice, and become raving fans who refer, review, and spread the word.
If patients drop off early, they never experience full symptom resolution — and they’re less
likely to advocate for you in the community. That’s why communication, boundaries, and
education are critical pieces of clinical excellence for business owners.
The Business Accelerator Program
We believe these three pillars — marketing and sales, business systems, and clinical
excellence — are the foundation of a truly successful pelvic PT practice.
If you get one right, your business can survive — but it will always feel like a struggle. If you
get two right, you can build an outwardly successful practice that provides financial
stability. But the magic happens when you master all three. That’s when you create a
sustainable, thriving business that serves your community and works for your life.
That’s exactly what we teach inside our Business Accelerator Program — a six-month
coaching intensive that covers 18 modules across these three pillars. We know these
strategies work because we’ve seen the data: on average, participants in the Accelerator add $56,000 per year in new revenue to their business — that’s nearly an extra $5,000 a month.
When you strengthen these areas, everything changes — your schedule fills, your systems run smoothly, and you start to actually enjoy being a business owner again.
Learn more at: https://www.pelvicptrising.com/accelerator
Other Resources for Pelvic PT/OT Business Owners
Thriving Practice Index – See How Your Business Is Working for You!
Big Ways You’re Wasting Money in the Business (and What to Do Instead)
Nicole Cozean, PT, DPT, WCS
Founder of Pelvic PT Rising and PelvicSanity Physical Therapy in Southern California.
Dedicated to forever changing pelvic health with online clinical courses to help you be more confident in your practice and business resources to help start and grow pelvic health businesses.
Jesse Cozean, MBA
Co-founder of the Pelvic PT Rising and the Rising Podcast.
Jesse uses his business experience to help pelvic health business owners start and grow their practices so they can build a practice that truly works for them. From website design, SEO, conversions, marketing, finance and money mindset, he wants to make the process of owning your own practice easier and fun.
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