The Problem Isn’t Just the Cost of Physical Therapy

By Paul Gough, BSC (HONS), MCSP, SRP, HPC

What people expect in a service experience is almost the same every time—no matter if they are ordering an Uber, purchasing from Amazon, or receiving physical therapy treatments. Very few patients will think it’s okay to experience a below-par experience provider just because it is health care. A few may, but less and less are. What’s more, a lot of clinic owners are experiencing heightened frustration from patients who say they don’t want to or shouldn’t have to pay so much for physical therapy or who insist on not coming as often as their treatment plan specifies. I think the reality of that frustration is part money and part dreadful service experience.

It is simply easier and more common for a customer to blame cost when they are in a situation they want to exit from quickly, such as a physical therapy clinic providing dreadful, out-of-date service. The service experience is important—and is fast becoming the number one thing that patients are looking for. Something to consider this month as your in-house training focuses on yet another skill.

Paul-Gough-Headshot Paul Gough, BSC (HONS), MCSP, SRP, HPC, is a former professional soccer Physiotherapist and founder of the Paul Gough Physio Rooms, 4 Clinic Private Physiotherapy Clinic in the UK where health care is free. He can be reached at or

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