Shrinking Margins, Rising Costs: Why PTs Need Direct Care Now
Margins in physical therapy have been shrinking for more than a decade. Reimbursement rates have remained flat while costs continue to climb, leaving practice owners stuck in a cycle of increased productivity demands, therapist burnout, turnover, salary pressure, and even tighter margins. Insurers aren’t incentivized to pay more—networks are already “adequate,” and someone will always accept a lower rate. Waiting for traditional payers to change has become the industry’s “insanity moment.”
Breaking Free from the Reimbursement Cycle
Direct care offers a way out. Instead of relying solely on third-party payers, PT practices can build contracts with entities that actually want lower costs and better outcomes. This alignment creates room for higher reimbursement, reduced administrative burden, and stronger patient relationships.
The biggest opportunity? Self-insured employers.
- 65% of U.S. workers are covered under self-funded plans.
- Employers act as both payer and risk manager—every unnecessary claim hits their bottom line.
- Musculoskeletal (MSK) conditions are consistently one of their top claims expenses (90% of employers rank this as a top spend category).
For PTs, this is a chance to deliver what employers need most: lower MSK costs through faster access to conservative care.
Why Employers Are Open to Change
Self-insured employers face annual premium hikes and have little patience for the status quo. Unlike traditional insurance, they have control over their benefit design—everything from copays to care pathways. Many are looking for partners who can improve access and outcomes while reducing waste.
Digital MSK companies have proven the demand by contracting with Fortune 100 employers. But utilization has been low, and data shows that a majority of people still want in-person care. Employers are now seeking blended solutions that combine local, trusted providers with technology-enabled access.
The Advantage for PT Practices
Physical therapy clinics already exist in the communities employers operate. By positioning themselves as the first point of care for MSK, practices can:
- Reduce unnecessary imaging and surgeries
- Improve recovery times and return-to-work rates
- Offer a better employee care experience
- Earn reimbursement above traditional insurance rates while avoiding red tape
Some PT groups have already seen utilization rates up to 20% under direct contracts—far higher than digital-only solutions. With streamlined administration and stronger reimbursement, direct employer partnerships give practices a new level of control over their business, all while helping local businesses solve one of their biggest healthcare headaches.
A New Path Forward
Even shifting a portion of revenue toward direct contracts—say 5-10%—can help practices reduce their dependence on insurance. That shift creates leverage, stability, long-term sustainability, and strengthens a clinic’s already powerful local presence. The opportunity is there, and PT practices are uniquely positioned to take it.
👉 Want to see how direct care contracts with employers can work for your practice? Learn more about Employer Direct.
