Radio Front Desk

Do your patients trust you?

• Jane.app • Episode 3

Share episode

This week on the podcast, we’re digging into the art of building trust—one of the biggest challenges in a cash-based clinic. Denzil reflects on a powerful conversation she had with David Bruton, owner of Between the Lines Physical Therapy in Denver, about what it takes to truly earn your patients’ confidence outside the traditional insurance model.


Through David’s story, Denzil unpacks key lessons on delivering value-driven care, guiding patients through the ins and outs of insurance reimbursements, and remembering building your caseload takes time. 

Have your own strategies for building trust in your clinic? We’d love to hear from you! Send in your thoughts and join the conversation.


And, if you’d like to get the Letter from the Editor delivered straight to your inbox each week, be sure to sign up for the written newsletter!

Speaker 1:

Hey, welcome back to Radio Front Desk. You know that feeling when someone says you've got to try this and just like that you're sold that right there. That's the power of a good recommendation. As human beings, we're wired to trust things that come endorsed by others. But here's a question I've been thinking about lately how do you get people to trust you even before they know you? Building trust from the ground up is not easy, but it's definitely possible. Just ask David Bruton.

Speaker 1:

David owns Between the Lines Physical Therapy in Denver, colorado, and when he first opened his clinic he had to make a big decision Should he operate as an in-network clinic in terms of insurance, or go cash-based? For anyone unfamiliar with those terms, here's the gist being in-network means working with insurance companies. Patients give you their insurance details and you submit their claims and get reimbursed. On the other hand, a cash-based clinic skips insurance entirely and patients pay you directly out of their pocket for your services. What's tricky is that both options come with their own challenges. But for David, the decision came down to three big factors how to manage patient volume, how to protect his time as a parent of two and how to dodge the paperwork that comes with working in that work. Or, as David puts it, what would give me the best opportunity to remain a dad. That clarity led him to choose the cash based model. But another part of the insurance versus cash based debate that sometimes gets overlooked is the element of trust building. When you work with insurance, you have this built in referral system. Patients often trust in network providers because, in their minds, if the insurance company works with them, they must be legit. But when you opt out of that system, the trust-building work falls entirely on you. That's why I want to share a few things that David has learned about building trust in his clinic, because I think these are lessons that apply to any practitioner, no matter where you're located.

Speaker 1:

First, demonstrate value. This is a non-negotiable for David. For a cash-based model to work, your results need to speak for themselves. David puts it perfectly when he says quote you want to provide the level of value where patients think this is great, I'm actually getting better, faster and paying less than if I went the traditional route. Outcomes are everything. If patients see real, tangible progress, better results than they'd get elsewhere, the costs start to feel justified. More than that, it starts to feel worthwhile. Start to feel justified. More than that it starts to feel worthwhile. For David, this means putting a sharp focus on personalized care, faster recovery times and higher levels of patient attention. Oh, and here's another important reminder from David Don't undervalue yourself. Your prices they should reflect the quality of the care you're providing. Your prices they should reflect the quality of the care you're providing.

Speaker 1:

Second, be the teacher. I think an informed patient is a happy patient. So even if you're not dealing with insurance directly, having a basic understanding of it can make a world of difference for your clients. Insurance isn't the easiest thing to wrap your head around. Many people don't know the ins and outs of how it works and, honestly, who can blame them. But that's where you step in. You can guide them by explaining how out-of-network benefits work, walk them through what a super bill is and even help them understand the reimbursement process. Breaking it down like this makes a huge difference. The more informed your patients are, the more confident they'll feel choosing your clinic. At David's clinic, they take patient education seriously. His team creates clear, easy-to-digest resources, from email explainers to in-office graphics, all with the goal of helping patients understand the value they're getting with a cash-based care at his clinic.

Speaker 1:

Third and this is a big one. Have patience. David will tell you himself. Trust isn't built overnight. He shared with me that it takes a few months to build your caseload at a cash-based clinic, especially a new one. It's easy to feel discouraged in those early months when referrals aren't pouring in like they might with an in-networked system. But for David, persistence paid off. By delivering consistent, high-quality care and getting involved in his local community, david turned those first few patients into loyal clients. Over time, those clients became advocates, recommending his clinic to their friends, family and beyond.

Speaker 1:

Now, before we wrap up, here's what I want you to take away. Building trust isn't about shortcuts or quick fixes. It's about consistently showing up in ways that matter. Whether you're a cash-based clinic, like David, or working with insurance, it's how you connect with your patients that will truly set you apart, and I think that's a pretty inspiring challenge to take on, don't you? So what's been your biggest challenge when it comes to building trust with your clients? Do you have a different way of approaching it? I really would love to hear your thoughts. Thanks for hanging out with me Until next time. Keep doing what you do best. You got this.