How to convert “graduation day” into a high margin, subscription relationship.
1. Why Performance Programs Are the New Profit Engine
- Reimbursement squeeze: Year‑on‑year CMS cuts keep eroding insurance revenue.
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Retention upside: Raising completion/retention by even 3% produced $150 k extra annual revenue for a 14‑site group.
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Cash‑model boom: Consumers willingly pay out‑of‑pocket when value is framed as performance, not “rehab.”
Translation: every discharged patient is a pre‑qualified warm lead for an ongoing, 100 % cash service that frees you from payer caps.
2. Mindset Shift: From “Episode of Care” to “Continuum of Capacity”
3. Segment & Package Your Offer
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Athletic Optimizers – runners, CrossFit, varsity athletes
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Needs: VO₂, force‑plate data, sport‑specific strength.
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Program: Monthly testing lab + weekly strength block.
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Pain‑Free Longevity – 45 + desk pros post‑lumbar or cervical rehab
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Needs: mobility maintenance, ergonomic tune‑ups.
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Program: Bi‑monthly manual session + on‑app mobility video stack.
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Post‑Op Plus – ACL, RTC after formal episodes
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Needs: load‑progression monitoring to avoid re‑injury.
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Program: Force‑plates, hop‑test battery, quarterly readiness report.
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Corporate Wellness – local businesses
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Needs: population risk reduction, productivity.
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Program: On‑site screens + remote video HEP challenges.
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Rule of thumb: If ≥ 20 % of your caseload fits a segment, spin up a dedicated package.
4. Design the Program Like a Product
5. The 4‑Touch Sales Funnel (Starts Before Discharge)
Close rates jump to 60–70 % when the baseline eval is booked before discharge.
6. Legal & Compliance Guardrails
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Wellness vs. Therapy: No Medicare billing for maintenance unless skilled need is documented. Use separate cash payer agreement.webpt.comapta.org
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HIPAA: BAAs for all SaaS (video platform, CRM, payment).
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Informed Consent: Clarify non‑covered/wellness status and auto‑draft terms.
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State Laws: Some states regulate “wellness/maintenance” wording—review board policies.
7. Ops & Tech Stack for Scale
8. Financial Modeling: Show Them the Math
Example – Gold Tier Performance Plan
Even a small cohort doubles profit vs. adding traditional insurance visits with 30–35 % net margins.
9. Retention & Ascension Flywheel
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Monthly Scorecard – auto‑emailed progress graph → psychological ownership.
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Quarterly Re‑test Day – group event; upsells merch & advanced labs (DEXA, VO₂).
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Referral Loop – member earns free month for each converted friend.
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Community Layer – private Facebook or Mighty Networks group drives ~15 % churn reduction, mirroring fitness‑industry data
10. 90‑Day Launch Checklist
Key Takeaways
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Plant the seed early—graduation isn’t an ending; it’s an upgrade invitation.
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Package, don’t piece‑meal—simple tiered offers outperform à‑la‑carte sessions.
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Automate engagement—custom video libraries, scorecards, and online payments keep margins high.
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Measure churn like a SaaS—5 % monthly churn is the ceiling.
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Stay compliant—separate wellness cash services from insurance billing streams.
Execute this playbook and you transform post‑rehab drop‑offs into a recurring‑revenue engine—while giving patients the lifelong movement mastery they truly want.
