By Brianna Hall, Director of Development, Medical Billing Center
Last week I stepped into my very first APTA Private Practice Section (PPS) conference, and left feeling both humbled and energized. Thousands of physical therapists, leaders, and vendors descended on the Rosen Shingle Creek hotel in (unexpectedly chilly!) Orlando, Florida. Despite the cold front, the atmosphere inside was warm, bustling, and filled with conversations that reminded me why this profession is so special.
As someone who works behind the scenes in the world of Revenue Cycle Management, I expected to learn a lot. What I didn’t expect was the depth of connection, collaboration, and inspiration that would come from being part of the PPS community for the first time.
Here are the biggest lessons and standout moments I’m taking home:
1. The Front Desk Is the Beating Heart of the Clinic
Jerry Durham’s “Arrivals: How the Front Desk Solves All Your Problems”
Jerry Durham has a way of taking something we all “know” and transforming it into something we finally understand. His session on the patient arrival experience reinforced what I’ve seen for years in RCM:
Your front desk isn’t just the first impression… they are the foundation of your financial and operational success.
From the moment a patient calls, every touchpoint influences:
✔ patient satisfaction
✔ plan of care completion
✔ collections
✔ and ultimately, clinic profitability
Jerry’s message was clear: when your front desk is aligned, trained, supported, and empowered, everything in your practice works better.
2. The Entire RCM Cycle Lives or Dies at the Front Desk
“Dollars and Sense” –A Deep Dive Into Billing & Revenue Integrity
Another session that hit home for me was the “Dollars and Sense” presentation which was a sweeping look at the full revenue cycle and how small breakdowns at intake ripple outward into denials, delays, and lost dollars.
This was a moment of validation for what we preach at Medical Billing Center every day: RCM doesn’t start with billing. It starts with the front desk.
Eligibility. Benefits. Financial conversations. Clean documentation. Copay collection. The cycle doesn’t begin when claims go out, it begins when the patient walks in.
Hearing this message echoed by industry experts affirmed that the clinics who get this right will be the ones who thrive in 2026 and beyond.
3. Hiring PTs Is a Strategic Advantage, Not a Last-Minute Decision
Rachel Grubb’s Insights on Strategic & Effective Recruitment
Rachel Grubb’s session on hiring was refreshingly honest and incredibly practical. Her perspective reframed hiring as a long-game strategy rather than a last-minute scramble.
She emphasized:
• hiring for alignment, not desperation
• creating a workplace that clinicians want to join
• leadership that reflects the values you expect employees to embody
• and the importance of fully understanding your team’s strengths and gaps before adding the next clinician
For clinic owners who feel stuck in a perpetual hiring cycle, her strategies provided clarity: you can hire well , but you have to hire intentionally.
4. Robbie Leonard’s Commitment to Service Left a Mark
One of the most powerful moments of PPS was watching Robbie Leonard receive her board service award. Sitting there in that ballroom, listening to her legacy of service, advocacy, and leadership, I felt a genuine sense of awe.
Robbie isn’t just respected — she’s deeply admired. Her contributions have shaped our industry in ways we all benefit from, whether we realize it or not. Her story was a reminder that our profession moves forward because people choose to serve, give, and lead.
5. The Power of Collaboration With Industry Partners
Some of the most valuable moments of PPS weren’t in the conference rooms, they were in the hallways, the coffee lines, and the conversations after sessions.
Spending time bonding and strategizing with the teams at Stride EMR and Breakthrough was a highlight. When companies who genuinely care about private practice put their heads together, something incredible happens:
You unlock solutions that make clinicians’ lives easier.
You amplify each other’s strengths.
And most importantly: you create more time and space for PTs to do what they do best: take care of patients.
These partnerships matter. They move the whole industry forward.
6. Private Practice Owners Must Think Like Entrepreneurs
If there’s one theme threaded through every session and conversation, it was this:
Private practice owners aren’t just clinicians, they are entrepreneurs.
Whether they realize it or not, they’re running a business that requires:
• strategic hiring
• operational clarity
• strong financial workflows
• confident front desk processes
• data-informed decision-making
• and the courage to adapt quickly
The practices that grow in 2026 will be led by owners who treat their clinics like the modern healthcare businesses they are — not just therapy offices with good intentions.
PPS made it clear: you can’t scale by accident. You scale by design.
7. Final Thoughts + A Big Announcement for Q1
My first PPS wasn’t just a conference. It was a window into the heart of this profession, the challenges, the creativity, the grit, and the community.
I left Orlando inspired, educated, and more committed than ever to helping physical therapy clinics thrive through clarity, compliance, and operational excellence.
📢 Save the Date: January 19th at 12:00 PM EST
BCMS x MBC Q1 Webinar – Compliance, Profitability & Running a Stronger Business in 2026
If PPS left you feeling motivated to improve your systems, strengthen your compliance processes, or rethink your financial workflows… you do not want to miss this.
In partnership with Business & Clinical Management Services (BCMS), we’re hosting a webinar that will give you the clarity and confidence to run the most compliant, profitable practice possible in 2026.
✔ Compliance essentials for 2026
✔ Front desk + financial workflow upgrades
✔ How to protect your practice from revenue loss
✔ Best practices for scaling sustainably
✔ Real takeaways you can implement immediately
This is your chance to step into 2026 with a plan … not guesswork.
Mark your calendar now:
📆 January 19th
⏰ 12:00 PM EST
🔗 Registration link coming soon