Overview:

From Clinic Owner to Marketing Consultant: Mark Reid on What Really Sinks MSK Clinics

Mark Reid used to run a physio clinic. Now he works inside one of the UK’s biggest MSK marketing agencies. In this episode, Michael Schumacher and Mark tear into the uncomfortable truths of the industry: bad advice, guru nonsense, sunk-cost fallacy, flawed pricing, chasing “perfect patients”, social media guilt, and why most clinics don’t measure a single thing properly.
Show Notes:

Most people in marketing have never treated a patient. And most physios have never looked at a balance sheet.
Mark Reid has done both.
In this episode of No Appointment Necessary, Michael sits down with Mark, a former clinic owner, Physio Matters veteran, and now one of HMDG’s resident strategists, to talk bluntly about the mistakes clinics make every single day.
They get into the parallels between bad physiotherapy and bad marketing: guru culture, overcomplication, magical devices, false promises, and people selling answers they don’t have.
Mark explains what shocked him after switching sides:
• How little commercial awareness most clinic owners have
• How much money is wasted on things no one tracks
• Why people still think social media “must” be done daily
• Why blogs are usually unread PubMed essays disguised as marketing
• How avatars and “perfect patients” became a distraction
• Why stepping back from clinical work often destroys revenue
The conversation also digs into the uncomfortable but important truth:
most clinic owners didn’t start a business to make money. They did it because they care about people.
Which means they often avoid the commercial decisions that would allow them to help more people.
They talk through pricing models, initial vs follow-up nonsense, the obsession with cheap appointments, tiered pricing, what actually counts as marketing, and how to stop burning money on unmeasurable tactics.
This is one of the most practical episodes yet. If you run a clinic, you will recognise yourself in at least three parts of this conversation.

What You'll Learn:

• Why physio and marketing suffer from the same guru-driven nonsense.
• How overcomplication helps people sell products but never helps clinics grow.
• Why most clinic owners can’t state their net profit or acquisition cost.
• How to avoid sunk-cost fallacy with consultants, courses and “masterminds”.
• Why initial vs follow-up pricing makes no commercial sense.
• Why the “perfect patient avatar” is the wrong focus for 95% of clinics.
• How to stop wasting money on leaflets, buses, print ads and untracked spend.
• Why social media guilt is pointless and how to handle it strategically.
• When stepping back from clinical hours becomes financially catastrophic.
• How diversified referral channels protect a clinic from collapse.
• How to think like a business owner without losing your clinical soul.

Who This Episode is For:

Clinic owners, physios thinking of stepping back from clinical work, people considering hiring an agency, anyone burned by marketing gurus, and MSK leaders who want to think more commercially without turning into caricatures

Guest Details:

Guest: Mark Reid

Background: Physiotherapist, clinic owner, Physio Matters, co-founder of CHOOSE Health, now strategist at HMDG

Specialisms: Clinical communication, commercial strategy, clinic operations, marketing clarity

Email: [email protected]