Do cheaper physiotherapy prices lead to better quality care?
About once a year, I’ll receive an email from someone saying my prices are “too high.” The conversation around pricing comes up often with my mentoring clients, so I hope this blog is helpful for my fellow physical therapy and healthcare colleagues (and also for my clients!).
A potential client booked a free call and cancelled last minute. I followed up to see if I could support her in any way and received this in response:
“Your prices are more than twice what I've been seeing elsewhere. I work in healthcare and I do not have health benefits. I've found a local pelvic floor PT with reasonable prices.”
This is how I responded:
“Thank you for the update! I'm glad you've found care that caters to your needs. I wish you all the best!”
When it comes to physiotherapy and healthcare services, cheaper isn’t always better.
To my physio colleagues:
You set your prices and as long as you're okay with it AND you're good at what you do, you'll find clients that are will pay your prices, just like there will be people who cannot afford to.
You will not be able to serve every single person and that's okay. This person randomly found me on Google, and it obviously wasn't the right fit, and it’s all good. I take zero offence that this person cannot afford my services. I’m happy she found care that suits her budget.
You do not have to justify your prices to potential clients or explain why you charge what you do. You don’t need to persuade, convince or beg anyone to come work with you, especially if they truly cannot afford to.
Physios are often underpaid.
Most physiotherapy clinics set their rates based on how much insurance companies will cover rather than taking into consideration cost of living, inflation and everything else.
For example, in my 12 years of working as a PT, insurance companies still often cover only $300-500/year for physio. Cost of living has doubled but somehow we’re just expected to “be kind” and absorb the cost and keep our rates the same year after year? When I first started working 12 years ago, a 30-min session cost $75-$80. Even tho cost of living has literally doubled (or more) since, most clinics still feel bad charging $90-$95 (this should really be $99-$105 minimum, based on inflation alone! Source: Bank of Canada).
When setting prices…
Remember that the cost of services isn't just your face time with the client, it needs to also include:
the email communications back and forth
the coordination
the time to chart and send exercises
the years of training and postgrad courses you keep taking to stay up-to-date and better your outcomes
the fees you pay for our colleges & insurance etc.
the admin fees
the breaks you need after seeing clients (For example, I include a 15 min break after each client to give some grace if someone is running late or ends up needing a longer visit. I also take that time into consideration.)
the self-care you need to be good at your job and to survive without a complete mental health breakdown
If you get mental health therapy to manage your work stress…
I’m proud of you! Make sure you take that into consideration when setting your prices. Hearing about people's pain, trauma or struggles everyday year after year is taxing. Clients can be angry or aggressive when they're in pain too. We receive zero mental health training, and we take on a lot that we are unprepared for.
Compared to medical doctors and general practitioners, we, physios, see our clients more often, develop more trusting relationships and end up hearing a lot more of our clients pain. We often even catch sinister things like blood clots, cancers, or infections.
Many physios develop anxiety, burnout or end up shutting down, becoming cold and jaded to avoid "taking the stress home”
Seeing a mental health therapist helps me stay compassionate, caring and calm even when I hear sad heartbreaking stories every week. I never want to become cold and jaded. I want to speak life, positivity and encouragement into each of my clients. I can't do that if I'm in a clinic seeing 14 patients a day without adequate breaks. Been there, done that and hated it!
If you’re a physiotherapist…
In a healthcare system that’s overburdened and burnt out, it’s time to do things differently. Most clinics don’t charge enough and many physios get resentful and leave the profession. I know many physical therapists that feel this way. If you cheapen your services so it’s “covered by insurance” or “more affordable” for your client, but then you’re providing sub-optimal care or burning out because you have to see twice as many clients to pay your bills…you’re not doing yourself or anyone else a favour.
If you’re a potential client…
Many PT clinics offer cheaper rates (they'll call it "competitive rates”) but pump way more clients in thru the door each day. You end up waiting around for your late physio and not getting to see your therapist at their best. They're probably exhausted from the constant hustle and not at their sharpest. They’ll probably give you the same exact treatment every time because it's easier just to do that when your brain is tired and you can't think. If you’re just getting machines or a backrub and acupuncture, and not getting better, it’s time to move on.
Also, if you see a physio that is resentful and burnt out for working where they do, it will definitely impact the care you receive too. They deserve better and so do you.
This is why cheaper prices doesn't mean better.
You might save $ per visit when you see a cheaper therapist but are you actually getting the care you need? As my friend and pelvic physical therapist Melissa Wong put it, “A professional who charges more but is better at what they do and can help clients reach their goals faster and more efficiently will still be “cheaper” than someone who charges less but might not have the expertise or skill set. It might be cheaper up front but the person may actually be paying more in the long run (not just financially, but also the time and effort spent on their rehab).”
I’m not saying that higher practices ALWAYS mean better care, but I AM saying that the likelihood of excellent care at lower prices is rare.
How I choose to support my clients
I offer premium one-on-one physiotherapy, pelvic health and fitness coaching. Excellent care, expertise and effective treatments all accessed virtually. If you’re ready to invest in your health, I’m here for you.
How I support people with lower income
Rather than trying to accommodate every budget, I set my prices for my 1:1 services, and I also provide TONS of free and low-cost resources including a DIY tier to my BASE Fitness Membership, workshops, pelvic release e-guide, and my free email newsletter, free guides, podcast Mom Strength, blog, and of course, all my Instagram content! I don’t have to do any of that but I do because I know every bit of education and awareness helps change the face of women’s health. I pour significant time, energy and personal resources into all my free and low-cost resources because I value getting this knowledge out there.
Why I chose a different model of care compared to the status quo
Physiotherapists are sorely underpaid, and often stressed and burnt out. I lived that life for way too long while working in clinics, and am so much happier now seeing way fewer clients, charging what feels good, and showing up for my clients with full energy and compassion.
The problem with insurance
Insurance companies make boatloads but refuse to raise the amount they cover for physiotherapy. In 12 years they have actually decreased funding and we’re just expected to absorb the cost? It makes no sense.
This is why I’m fully cash-pay (which means, you pay out of pocket and if you have personal healthcare benefits, you can submit it to your insurance company yourself. Note that it is your responsibility as the client to check what your coverage is before booking in with me).
How virtual care gets you better faster
I can provide even more comprehensive care for my clients now because I don’t let insurance guide my rates, treatment or decision-making. I offer fully virtual care to improve convenience and access to timely care, especially for my busy moms who find it hard to leave home for appointments. You don’t have to arrange for childcare and can get the help you need from the comfort of your own home or workplace. You get better faster because you learn to be fully self-reliant. You also require less frequent check-ins than the old-school clinic mentality of “see you twice a week for months on end.”
At the end of the day, you end up saving money, time and energy even though you spend more per visit.
If you’re a client or potential, I hope this gives you more insight into why my services are priced the way they are, and why I will continue to raise my rates as cost of living increases, and as I see fit.
Book a consultation with me below
Book your one-on-one virtual consultation with me if you need support with your pelvic health, fitness, pregnancy or postpartum:
Physiotherapy services are open to Ontario residents.
Fitness & Pelvic Health coaching services are open to clients across the globe.
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