Course Description: Healthcare is shifting to value over volume. This value will be measured by clinical outcomes and the patient experience within the healthcare setting. This class is designed to improve your ability to deliver optimal outcomes for patients with low back pain while simultaneously maximizing the consumer experience. This 2 day course will focus on current best evidence in the treatment of low back pain with a special emphasis on manual therapy interventions, key conversations during course of care, and critical business principles. Specifically, we will use a case example to illustrate how high quality physical therapy evaluation and treatment of back pain coupled together with essential customer service domains including marketing, communication, therapeutic alliance development, and transparency creates a highly valued product. This course has been designed to cover the topics as they are encountered in real time beginning with initial point of contact to clinic marketing outreach and concluding with discharge and follow up correspondence. Improving the business side and better understanding the conversation that occurs during the physical therapy examination along with the treatment skills will result in higher perceived value allowing clinicians to demand greater payment in today’s competitive healthcare market.

Course Schedule: 8am - 5 pm Saturday and Sunday


8:00am-8:30 = Overview of the customer life cycle

8:30am -9:00 = Marketing your brand: UVP, target audience, and choosing appropriate marketing tools

9:00-9:30 = Critical points: Golden moment, insurance call back, welcome call, customer arrival

9:30-10:00 = Evaluation: Key principles of subjective and physical exam

10:00-11:00 = Lab : Physical examination

11:00-12:00= Subgrouping low back pain: Exploring the key evidence

12:00–1:00 = Lab: Side Lying Lumbar Rotational HVLAT

Lunch : 1:00-2:00

2:00 – 2:30 = Q&A

2:30- 3:30=  Lab: Supine Lumbopelvic Regional

3:30–4:00  =  Using The First Visit To Sell Plan of Care

4:00-5:00 = Lab:  HVLAT Round Robin


8:00–8:30 = Challenging conversations: Informed consent,dose response,&“How is this different than chiropractic?”

8:30 – 9:00 = Common errors in communication

9:00 – 10:00 = Manual Therapy in a pain science world

10:00 – 11:00 = Lab: Graded mobilization: Prone and side lying

11:00 – 12:00 = Lab: SIJ diagnostic cluster and targeted HVLAT options

Lunch 12:00 -1:00

1:00-2pm = #BizPT : Tips to Minimize Failed Appointments, & how to react when they happen

2:00-2:30 = Completing POC: Keeping the patient beyond pain resolution to finish the deal

2:30-3:00 = Stabilization training: Current state of the evidence

3:00-4:00=  HVLAT Round Robin

4:00-4:45 = Never Saying Goodbye: Establishing lifelong customers

4:45-5:00 = Q&A






Dr. Jerry Durham:  Co-Founder of San Francisco Sport and Spine now with 4 locations Jerry has extensive experience in all things private practice physical therapy. Jerry is arguably the best known physical therapist in the country on social media thanks to years of targeted brand building (contact jerry: 

Dr Jeff Moore: Fellowship trained physical therapist, Faculty member for Evidence In Motion, and founder of Institute of Clinical Excellence. Jeff has almost a decade of outpatient practice and years of teaching experience at graduate and post graduate levels. (contact jeff: