People-process-technology: Get the order right or fail (PIN #23)

Most rehab therapy practices are chasing the wrong solutions to their biggest problems.

They're investing in new technology, adding services, and automating workflows. But they're skipping the fundamentals that actually drive results.

Jerry Durham learned this the hard way when he took his physical therapy practice out of network. Success came from treating patients like the consumers they actually are.

Let's explore why getting the hierarchy right matters more than any tech upgrade.

In the Spotlight 🔦 

When Jerry Durham was considering taking his physical therapy practice out of network in the mid-2000s, every peer told him it was a mistake.

Why would patients pay out of pocket when insurance would cover the same service elsewhere?

Durham proved them wrong by building a seven-figure practice that thrived without insurance contracts.

His success came from remembering something most practices forget: patients are consumers, and consumers need to understand what they're buying to make informed purchasing decisions.

The hierarchy that changes everything

After spending a year personally answering every call to his practice, Durham discovered that most patients had no idea what they were purchasing. They knew they needed "physical therapy" but couldn't articulate what type, whether his practice offered it, or if they even qualified.

This knowledge gap creates downstream chaos: no-shows, cancellations, and incomplete treatment plans that Durham calls the "death spiral."

His solution follows a simple hierarchy: people first, process second, technology last.

Start by understanding the humans on the other end of the phone. Then develop qualification processes that match patients with appropriate services. 

Only after mastering both should practices use technology to scale what works.

Why AI amplifies whatever you feed it

Durham's recent experiments with AI voice agents proved this hierarchy works. When he programmed his qualification process into AI, the results were remarkable. But when he heard other practices using the same platform without solid processes, he witnessed some of the worst intake calls he'd ever heard.

"AI needs people more than it needs a platform," Durham explains. "You have to understand people and processes before you need to understand AI."

Technology amplifies whatever you feed it. Without understanding patients as consumers and building processes around that reality, practices simply automate dysfunction at scale.

In our latest strategic playbook, Durham breaks down exactly how independent rehab practices can master this hierarchy to build sustainable, profitable businesses that actually serve patients well.

Clinical Intelligence 💡

• Same-day appointments are king, 69% of Americans would switch providers for more “appealing” services.

• Patient satisfaction has a direct correlation with a practice's financial success.

• Even in healthcare, the customer comes first.

Indie Insider 🔎 

Most rehab practices waste $75K+ annually on admin work that AI could handle in minutes.

This week, we're offering one Practice Independence member a free workflow audit. We'll identify your 3-5 biggest time drains and give you a step-by-step automation roadmap—no fluff, just actionable solutions.

Because you're in our community, it's free. But weekly spots disappear fast.

Pulse Check ❤️

Thanks for joining us for another edition of Practice Independence — we’ll see you in 2 weeks!

Take care, Indie

PS: Ready to revolutionize your practice? Secure your spot on the waitlist.

Want to learn more about Indie Health?

Indie is on a mission to improve the quality of life for rehab providers and their patients by combining technology with world-class rehab therapy. 

Click here to join the waitlist. We have limited spots available!