Episode

Raise Your Prices, Scale Your Practice (How to Win)

"You're worth more, and you need to charge for it." Dr. Justin Rabinowitz shares the $200k insurance lessons that forced him to build a 7-figure cash practice. He explains why "my town is different" is a lie, how he doubled his prices and grew 34% during COVID, and the simple framework for getting patients to happily pay a premium.

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Episode Details

"I just want to help people" and "I want to make great money" are not mutually exclusive. In fact, Dr. Justin Rabinowitz argues that you can't truly do the first one until you've achieved the second.

After getting burned by insurance companies that slashed his reimbursement from $300 to $24 overnight, Dr. Justin realized he had no control over his own destiny. He made the terrifying leap to a 100% cash model, moving to hour-long appointments and doubling his prices.

What happened? His business grew 34% during the 2020 COVID shutdown.

In this episode, Dr. Justin breaks down the psychology and strategy behind building a high-profit, high-value practice. He explains that his growth wasn't from more new patients—it was from getting the same number of patients and increasing his Lifetime Value (LTV) by $900 per patient.

He also dismantles the single biggest objection every chiropractor has: "My town is different." . He proves why the first and most powerful lever you can pull to increase your LTV isn't adding new services—it's simply raising your price.

You'll learn:

Why getting "stuck in the middle" on price is the fastest way to fail (and why you're better off being the "Walmart" or the "Ritz-Carlton") .

How to use high-leverage marketing like workshops to get in front of qualified, local audiences who are already willing to pay for their health .

How to bury the "clinician" identity (who's afraid to fail) and adopt the "CEO" identity (who fails fast to win) .

If you're ready to stop selling from your own pocket and finally charge what you're worth, this episode is a must-listen.

Ready to find your high-value patients? Start by tracking the right numbers. Download our FREE High-Performance Marketing Metrics Dashboard.

Want to build a marketing system that delivers high-LTV patients? Book a call with the ChiroX team today.

Key Takeaways

Raise Your Price First: This is the simplest, most emotionally challenging, and most effective lever for growth. You don't need to add new services; you just need to charge what you're worth.

The "Middle" is Death: In any market, the low-price/high-volume (The Joint) wins, and the high-price/high-value (you) wins. The "middle" (Macy's) goes bankrupt. Stop playing in the middle.

Stop Selling From Your Own Pocket: Just because you wouldn't (or couldn't) pay your fee doesn't mean your ideal patient won't. Don't project your financial values onto your patients.

Put Your Own Mask On First: You can't be a generous helper if you're worried about paying your own bills. Making money isn't greedy; it's what enables you to fulfill your mission and help more people.

Why Patients Say No: It's almost never just about price. It's one of two things: 1) You failed to show your Unique Value (why you're different), or 2) Their Desire (pain) isn't bad enough yet.

Workshops are High-Leverage: A 1-hour workshop for a qualified, local audience who already values health (e.g., at a gym) and has the problem you solve is one of the highest-leverage marketing activities you can do.

Bury the "Clinician" Identity: To scale, you must be willing to fail and iterate. This requires burying the "clinician" identity (who can't fail tests) and adopting the "CEO" identity. Your goal should be to make "treating patients" the least valuable hour of your day.

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