How Physiotherapists can become successful entrepreneurs

How can I expand my practice further? How can I become less dependent on billable treatments? How can I optimise my revenue model as a physiotherapist? These are questions every enterprising physiotherapist asks sooner or later. Chris Eijkenaar, a former practice owner and physiotherapist, guides colleagues through this process. With his deep passion for the profession and entrepreneurship, Chris gladly shares his insights on becoming an excellent healthcare provider and a successful entrepreneur.

Chris, you coach physiotherapy practice owners to become more effective entrepreneurs. How did you choose this career path?

"In 2014, I graduated as a physiotherapist. Due to the tough job market, I quickly started my practice. However, I faced various challenges as an entrepreneur, from optimising revenue to understanding what’s important when hiring staff. It's unsurprising when you think about it, as the training doesn't teach you how to run a business. Therefore, I delved into entrepreneurship and combined my experiences with my background in psychology. This allowed me to grow from being a patient coach to a team coach and eventually to coaching physiotherapists as entrepreneurs. I enjoyed this last role so much that in 2021, I sold my practice to focus entirely on my work as a coach."

What are the key pillars you focus on when teaching more effective entrepreneurship?

"I help physiotherapists in their personal development so they can become better entrepreneurs. Many people have yet to learn where their sense of purpose comes from. My clients are usually between 30 and 50 years old, often with families. They hardly find peace because they work increasingly to keep everything afloat, focusing entirely on their practice. This results in 70-hour workweeks, negatively impacting their private lives and families and ultimately leading to a loss of purpose. I help them find peace of mind, maintain their passion, and rediscover their purpose. They need to recognise when they’ve given enough. That’s why I always start with the basics: Who are you, and what do you stand for? First, consider what you’ve built and make the most of it. And listen to your patients because they will tell you what they need and what your target audience wants."

What does your coaching specifically involve?

"Running a physiotherapy practice can quickly become superficial, but leading a team requires strength and a focus to express that strength. You can't achieve that focus in a superficial state of being. I draw the physiotherapist's attention to the most critical aspects of entrepreneurship. This isn't just about costs but also revenue, team engagement, and ways to increase earnings. Leading means supporting; good leadership helps you retain your best employees and attract new ones. To optimally support someone, I first investigate who that person is and how their practice is doing. I use various tests for this.

A personality and core values test provides insight into a person’s worldview and what they stand for. Many caregivers, including physiotherapists, suffer from the ‘caregiver syndrome.’ They give so much to others that it takes a toll on themselves. Caregivers have many pitfalls, so it's essential to know your core values, reflect on them, and let them guide your direction.

Next, I perform a practice performance analysis, analysing the physiotherapist as an entrepreneur, their team, and the financial side of the practice. We then create a clear plan with concrete action points to manage and grow the practice more effectively.

You focus primarily on the foundation of the entrepreneur, the team, and the practice. But what if clients have specific questions about reducing their dependence on traditional practice models? Can you help with that, too?

"Certainly. I start with core values, but we can also develop revenue models from that foundation. These models must fit both you and your practice. Suppose you treat many back patients; you could offer a program where part of the cost is covered by insurance, and the other part is co-paid by the patient. And if you want to expand your practice with fitness, research what is needed. Many gyms are cold and impersonal, while your patients might crave a place with a sense of community. You can then get a coffee machine, create a homey atmosphere, and you’ll find that people prefer coming to you over a gym.

If you want to commercialise your practice and expand into lifestyle prevention, fitness, or wellness, ensure you always align with the strengths of your target group. There are three basic psychological needs: autonomy, connection, and competence. For successful entrepreneurship, you must meet these three needs—for yourself, your team, and your patients. And don't forget: your patients drive your revenue, so try to understand both the needs of your patients and the person behind them. People are willing to pay for their needs to be met, so tap into that. And don’t just sell a service, but focus on the result, whether it’s less pain, weight loss, or an emotional goal. A clear, results-oriented message increases the value of your service."

At Gymna, we understand how important it is to respond to patient's changing needs and how this can contribute to the growth of your practice. Our products are developed with this philosophy in mind, allowing you, as a physiotherapist, to combine care and entrepreneurship seamlessly. Want to learn more about how Gymna can support your entrepreneurial journey?

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What role does marketing play in optimising the revenue model of a physiotherapy practice?

"Marketing plays a significant role, but it's about the right marketing. Keep communicating what you stand for, both as a person and as a practice. Suppose you approach a GP for collaboration, and they respond, 'No, thank you, I'm already too busy,' be clear about what you can offer: 'A third of your patients have movement complaints. Let me help you so I can relieve some of your workload.'"

What are the biggest challenges for physiotherapists when they want to start a business?

"I think physiotherapists focus too much on peripheral matters because they don’t have a clear vision of who they are and what they want. They often dive into various projects without considering whether they truly fit them or their practice. The most important thing is to know where your strength lies and what the needs are within your target group. So be cautious with additional revenue models; don’t start selling orthotics if it doesn’t fit your target group. Invest in your entrepreneurial development and ensure you envision your target group."

On LinkedIn, you wrote: 'We don't need to wait for insurers to change policies. We need to dare to change and do the things we are allowed to do as professionals.' What exactly do you mean by this?

"Many physiotherapists let themselves be guided by the referrer or insurer, for example, by the number of treatments a patient is reimbursed for. However, the treatment plan isn’t necessarily complete after those treatments. Don’t let the quality of care be affected by those limits, and place more responsibility on the patient: 'Your shoulder complaint has an average recovery time of 20 weeks. With just nine treatments, we can’t bridge that time. For a complete treatment, I recommend more sessions.' Don’t cut yourself short by conforming to the referrer's or insurer's limitations. Also, coach your team to work this way. But know your limits and where your responsibility ends. A good entrepreneur is a better caregiver precisely because they know their limits."

You say that many physiotherapists start their practice out of passion for the profession but lose that same passion by working too much. Do you have any tips on how they can keep that passion alive?

"In short: Know what gives you a sense of purpose, both in your work and personal life, and focus on that. Then that passion will naturally stay alive."

Chris, you’ve shared a clear message and several tips. Do you have any final advice for entrepreneurial physiotherapists?

"Profile yourself and build connections. Don’t just look at the patient, but also see the person behind them. That’s where the real value lies for the physiotherapist and the entrepreneur. The power lies in a personal approach. Listen to both your patients and your team. And finally, don’t get stuck in the role of the physiotherapist—embrace the role of the entrepreneur."

We thank Chris for this inspiring conversation about the key to more effective entrepreneurship and his valuable tips. Chris’s passion is undoubtedly still alive and well. Do you feel your passion is fading, or would you like to learn more about the coaching Chris offers? Visit his LinkedIn profile or website.

At Gymna, successful entrepreneurship goes hand in hand with high-quality care. Whether you want to expand your practice, increase your revenue, or optimise your daily processes, it’s essential to create a practice environment that is both functional and inviting and that supports your therapeutic work. Whether you want to redesign your practice or seek the latest therapy equipment, Gymna offers the solutions you need to optimise your practice.

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