In this interview, clinician Grant explains how he transformed his practice from charging $60 per follow‑up visit to selling multi‑thousand‑dollar, three‑month care packages. He describes the rapid outcomes he achieved early in his career, which allowed him to justify charging $2,000‑$6,000 for a three‑month program instead of per‑visit fees. A pivotal case study is presented: Beth, a high‑level healthcare administrator, avoided a $150,000 spinal fusion surgery after just four visits, illustrating the concrete value of outcome‑based pricing. Grant also outlines the sales infrastructure needed to support high‑ticket offers—nurture email sequences, intent‑building intake forms, follow‑up processes, and a conviction‑driven mindset. Jeff Langmaid prompts Grant to share actionable insights for other clinicians hesitant about high‑price packages, emphasizing the shift from a “poverty mentality” to recognizing top‑1% worth.
Chapters
components that need to come along with a hybrid program, and one of them is sales, right? What are you charging and what is your sales process to build value? Well, uh, the way I started, which is probably the same way a lot of other docs started or are still doing it, is cheap session-by-session visits. And that's what I did. I graduated, uh, just 2020 was my first year. I was doing $120 for initial exam, $60 for follow-up. Within 3 months, I went from charging that to charging $6,000 for 6 visits within 3 months of graduating. And the way that I did that was I was getting people outcomes extremely quickly, and I realized, hey, I canceled a $10,000 surgery and I made about $300. That seems like a pretty significant gap of value there. Then I heard the package route, hey, you know, get 20 visits up front, 10 visits up front, 20 visits up front. But because I was getting people better so quickly, it didn't make a lot of sense, like, either for me or for the patient. So then I realized, wait, if there was a way to take all the rehab coaching I wanted to provide them and basically provide more time, stretch it out over 3 months, and take the focus away from my one-on-one visits and put the focus on the outcome and the journey and going from pain-free to bulletproof, Well, then I can charge for 3 months, not just charge for a few visits or 10 visits. So what that did for me is it allowed me to charge for the 3 months, allowed me to charge for the result. The focus was taken away from my per visit. So then I started charging $2,000 for 3 months, $3,000 for 4— for 3 months, $4,000 for 3 months. And then I was doing $6,000 for 3 months, and I was only seeing the patient every other week, and their outcomes were amazing. So that's the direction. And you don't have to do 6 months— no, or sorry, 6 visits. No one has to do that, but that's the direction you can go easily. Obviously, but that's because along the way, once I realized what my worth was, well then I needed a sales process to yield that worth, to show what that worth was. And a sales process is not only effective and helpful for the doc, it's helpful for the patient. Because if they don't value their health, if they don't buy into their health, then guess what? They stay in pain and that's on you. So, what we would do is, yes, we can provide a better core offer that involves online care so you're not trading time for money, but then we wanna look at, well, how are you gonna sell it? What's your conviction in your worth? Do you have nurture sequences to build intent? Do you have proper intake forms to build intent? Do you have follow-up sequences if they don't convert? These are additional things that need to be included so that, yes, we have a better offer, but now what are the additional systems and training that needs to be included to get a doc truly earning their worth? Yep.
This is a key topic and I wanna dive deeper. I'm glad you brought this up. So, there's a lot of docs out there that might be scared or apprehensive about charging more, right? And I know you've spent a lot of time, effort, and energy in marketing, in sales, building mindset, and I love that. And I'd love for you to share maybe some of your best learnings today for docs that might be listening and saying, this sounds great, but man, I'm already getting a pit in my stomach hearing about, you know, a multi-thousand dollar package as opposed to going visit by visit. What are some, maybe some just key off-the-cuff comments, insights, thoughts that you'd give to them?
Yeah, so I'm gonna tell a brief story of literally what happened to me. What got me from charging $60 a follow-up to $6,000 to $10,000 upfront? What did that for me? Once again, within my first 3 months of practice, this is how that shift happened. There was this patient of mine, her name was Beth. This is all totally true, this is documented on my page. Her name is Beth and she was very high up in healthcare administration. She managed like 3 hospitals. Made great money. She had gone to all the physical therapy staff and neurosurgeons at each hospital. All of them said, yeah, this can't be resolved with conservative therapy, you need a surgery, and you need to do this special kind of fusion that, like, you know, insurance doesn't cover. It's these, like, organic tissue parts and whatever, and, you know, it's all unique stuff. So she finds me online through my Instagram, comes to me, and in 4 visits we She had classic lumbar radiculopathy. It was a piece of cake. Extension, sweet, some neurodynamic work, and her symptoms were centralized in 4 visits. And so on one of our visits, she goes, Grant, I just need to let you know, I had a surgery scheduled and I canceled it. She gave me that context about the background. I said, okay, and hey, I'm just curious, Beth, you know, what were they gonna charge you for that surgery? And she goes, oh, it was gonna be 150 grand.
That's a lot of cash.
And then I ask the best question I could have ever asked, and it changed my life forever. I said, okay, and after 4 visits, you canceled it? She goes, yes. I say, I'm just curious, Beth, if knowing what you know now, if I had charged you $50 grand for these 4 visits, would you have paid it? She goes, well, yeah, you still would have saved me $100 grand. And that was the moment that I realized, wait, you know, for years I've been in chiro school, I've been taking all these seminars, and I hear truly a lot of evidence-based rehab docs with kind of this poverty mentality, right, of, hey, we get people better faster and we're broke and we're proud of it. And I realized at that moment, wait, if you're a top 1% doc, you shouldn't— you shouldn't be paid bottom of the barrel. You should be paid like your top 1%. And so that's what immediately made me convicted in my worth Hey, if I'm canceling $10,000 surgeries, I deserve at least half of that. Yeah, that's just fair value exchange.
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