Your 90-Day New-Location Playbook | Breakthrough
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Watch the 25-minute training with Chad, then work the 7-step checklist below. Prefer to read it? Download the written guide to save and reference. It's all on this page.

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The 25-Minute Training

Chad walks through the exact system he used to take new clinics from opening day to profitable in 90 days — including the launch that opened the week his state shut down for COVID.

~25 minutes Hosted by Chad Madden Multiple real launches

Prefer to read it? Download the written guide.

The full checklist + playbook as a clean, print-ready document you can save and reference.

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The Core Checklist

The 7-Step New-Location Checklist

The durable, step-by-step process from the guide. Tick each step off as you go — your progress saves on this device.

0 of 7 done
Step 1

Identify the Clinical Director

Promote a staff PT from one of your existing locations — someone who knows your systems, lives your values, and has shown they can produce. One person, fully dedicated to the new clinic — never split between two.

Step 2

Complete a Financial Projection

Have that director build a pro forma — a 12-month forecast of the new clinic's income and expenses. If it doesn't work on paper, it won't work after you sign the lease. The person who builds the plan owns the outcome.

Pro forma example
Step 3

Select an Area

Target neighborhoods where affluent people — the demographic most likely to pay for conservative care — live and shop. Your ideal spot sits between the two. Avoid hard-to-reach locations.

Want the exact new-patient demand for your market? Have the Breakthrough team run a free Direct Access Area Assessment on a quick call.

Every Door Direct Mail tool Schedule Now
Step 4

Hire a PT to Replace the Director

The goal is more visits and revenue — not just relocating your best clinician. Before the director moves, they train a replacement to take over their schedule at the original clinic, so they can be 100% focused on the new space.

Step 5

Plan the New Clinic Setup

The director owns it (you oversee): space layout, equipment, and patient flow — all conforming to the pro forma. Rule of thumb from the training: about one full-time clinician per 500 sq ft — size it with the calculator below.

Open the calculator
Step 6

Promote Before Opening

Two moves. (1) Run the Greatest Promotion Ever (GPE) to your original clinic's past-patient list — a themed day of free exams with limited slots (e.g., to celebrate the new opening), marketed by email + text — so the original schedule stays full and you don't cannibalize. (2) Run two pre-seeded workshops for the new location so patients are booked before day one.

Rather have this built and launched for you? The Breakthrough team can set up your GPE promotion and pre-opening workshops.

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Step 7

Expand Your Marketing Channels

Own the media in the new market — people should say "I see you everywhere." Build online + offline direct-to-consumer promotions. Remember: a new location must lead with cold-traffic marketing — it's the only one of the five patient sources available before you have a list, referrals, or partners.

Want to see this engine running for your new location? The team will map the exact cold-traffic plan to fill your schedules and space.

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Know Your Target

The Fill-The-Space Calculator

Rule of thumb from the training: roughly one full-time clinician per 500 sq ft (so a 2,000 sq ft clinic = 4 clinicians). Enter your numbers to see exactly what "full" looks like.

What does a full clinic look like for me?

Your launch goal is to fill every schedule and every square foot.

≈ 1 full-time clinician per 500 sq ft
A typical full caseload — adjust to your clinic
4
Full-time clinicians to fill the space
200
Weekly visits at a full clinic
This is a planning rule of thumb, not a guarantee — your real numbers depend on layout, payer mix, and treatment model. The point: name the target before you open, then let cold-traffic marketing fill the schedules toward it, one clinician at a time.
Where New Patients Come From

The 5 Ways To Generate a New Patient

An existing clinic can lean on all five. A brand-new location can really only use one on day one. Tap each card to see why.

Physician Referrals

The old reliable — but referrals have declined industry-wide, and a brand-new clinic has no referral relationships built yet.
Not on day one

Reactivations

Powerful at your existing clinics — but a new location has no past-patient list to reactivate yet.
Not on day one

Word of Mouth

No patients in the door yet means no one to refer their friends. It comes later — not at launch.
Not on day one

Partners

Gyms, running stores, large employers — great over time, but hard to line up before you've even opened.
Not on day one

Cold-Traffic Marketing

Google, Facebook, and Instagram ads. The only lever that works on opening day — and the engine behind every successful new-location launch.
Your day-one lever

Four of these can't help a clinic that opens tomorrow. That's why cold traffic carries the launch.

Avoid These

The 3 Pitfalls That Sink New Clinics

Most failed launches trace back to one of these three. Tap each to see the fix.

The owner bounces between locations, or a clinical director works 20 hours in one clinic and 20 in another. Nobody fully owns the new office, and growth stalls.
The fix: one person fully dedicated to the new location. It's a quick, easy change that consistently separates the launches that work from the ones that drag.
"My market is different." "I'm too small." These thoughts run in the background and quietly stop owners from taking the actions that grow a practice. Yes, your location, size, payer mix, and patient list are unique — but that's not a reason the system won't work.
The fix: distill the principles from what works, then apply them to your unique situation. That's the job.
High quality of care and word of mouth may have carried your first clinic — especially if you opened in your hometown. But a new location starts cold, with no reputation and no referral base. What got you here won't get you there.
The fix: if you want speed instead of 30-month "slow money," a new office has to market — cold-traffic marketing from day one.
Want Us To Build This Plan With You?

Get a Custom 90-Day Plan for Your Clinic

The guide gives you the system. On a free 25-minute demo call, the Breakthrough team walks through your specific situation and builds the plan with you. Pick a time that works for you:

A baseline of where your practice and your new location stand today
The exact gaps keeping you from filling schedules and filling space
A custom 90-day plan built around your clinic, your market, and your numbers
Free · 25-minute call · Built for PT & chiro practice owners