What Every PT Should Know About Selling to Brokers

In this episode of The Direct Path, Scott Hebert sits down with Dave Kerrigan—founder of BenefitPitch and one of the most experienced voices in the benefits space—to demystify the role of brokers, explain how employers buy solutions, and help physical therapy leaders understand how to navigate the complex world of self-funded healthcare.

Dave brings a rare full-stack perspective, having worked across hospitals, payers, brokerages, government exchanges, and now as the founder of a marketplace used by 20,000+ benefit professionals. This episode is a deep dive into how the benefits ecosystem actually works—and what it means for PT practices looking to launch direct care programs with employers.

You’ll learn:

• Why brokers exist (and what they actually do)
• How compensation and incentives shape their decision-making
• What it takes to get a broker to trust and refer you
• Whether to sell to the broker first—or the employer
• What trends are reshaping the MSK space (and what’s fading out)
  

“If you’re not delivering value with ROI, engagement, or outcomes—you’re not going to last. Brokers and employers are done with point solution overload.” — Dave Kerrigan

Dave also shares a frank breakdown of how referral economics work, why digital-only MSK platforms are falling short, and how PTs can offer a more complete, omni-channel alternative that employers are actually asking for.

If you’ve ever wondered how to get your foot in the door with brokers—or what not to do—this is a must-listen.