Case Study: How PRO Therapy Turned July Into Their Best Month Ever

In July, PRO Therapy in Minnesota booked 85 new patients — their best month on record, and they did it in the season most clinics quietly write off as their slowest. That’s a number worth celebrating. It isn’t the number I’d point you to.

The line that matters came from the clinic’s co-owner, Liz, describing what the month felt like from the inside:

“This is the greatest traction we’ve ever had. July to date is the best month we will have had in our business. This is the greatest consistency we’ve ever had month over month (over month…).”

A record month can be luck — a referral spike, a competitor closing their doors, a good week that flattered the total. A system that produces good months in a row is something else entirely. That’s the part worth copying, and it’s what this case study is actually about.

What actually happened in July?

PRO Therapy welcomed 85 new patients in July, 44 of them attributed directly to Google Ads and 6 specifically looking for shockwave therapy. August picked up where July left off — 17 new patients in the opening stretch, 10 of them from Google.

The timing is the part that’s easy to miss. Summer is when patients travel and clinics brace for a dip. Beating your own record in the quiet season isn’t a seasonal tailwind doing the work for you — it’s a marketing system that keeps running when the season stops helping.

What drove the result?

Not one channel. The month came from a few things working together: a website built to turn visitors into booked patients, Google Ads pointed at people actively looking for treatment, and lead management that made sure every inquiry got followed up quickly.

That last part is the one clinics skip, and it’s usually where the leak is. You can win the click and win the search and still lose the patient in the gap between “they inquired” and “someone called them back.” Closing that gap is often the single highest-return fix a clinic can make — and it costs nothing in extra ad spend.

What did the month actually return?

Most of PRO Therapy’s patients are covered by insurance, with an average lifetime value of about $1,100 per patient — based on typical reimbursement and plan of care, and not counting higher-value cash-pay patients. Across 85 new patients, that’s roughly $93,500 in projected long-term value, against about $5,000 in total digital marketing for the month. On paper, that’s a return close to 1,770%.

I’ll be straight about that figure, because I’m wary of eye-watering ROI numbers: it’s projected lifetime value, not cash that landed in July. It assumes those patients go on to complete a typical course of care. So treat it as directional, not a promise. The honest version is simpler — a modest, well-run marketing spend produced far more in patient value than it cost — and that stays true whether the real multiple is 1,770% or half that.

Why consistency beats a record month

A single big month is nice to screenshot. It’s a poor thing to build a business on, because you can’t plan around it — you don’t know whether next month halves.

What actually changes how an owner runs a clinic is predictability. Knowing roughly how many new patients are coming lets you staff, schedule and invest with some confidence, instead of lurching between good months and panic months. That’s why Liz’s “month over month (over month…)” is the real headline. The record is the highlight. The consistency is the asset.

Frequently Asked Questions

Was July just a seasonal fluke?
It’s closer to the opposite — July is normally a slow month for clinics, and the result carried into August. The point of the case study isn’t the single peak, it’s the consistency around it.

How much did PRO Therapy spend to get these results?
Roughly $5,000 across all digital marketing for the month, including Google Ads. Set against an average patient lifetime value of about $1,100, the economics work comfortably even at a fraction of the headline ROI.

Is a 1,770% ROI realistic for my clinic?
That number is projected lifetime value, not one month’s cash, so treat it as directional. Your own result depends on your average patient value, your local market, and — more than most owners expect — how quickly you follow up on new inquiries.

What actually drove the results?
A system working together: a website built to convert, ads aimed at real treatment intent, and fast, consistent follow-up. No single channel did it on its own.

Could a system like this work for your clinic?

The repeatable part of PRO Therapy’s story isn’t a clever tactic — it’s a marketing system that keeps producing, month after month, instead of one good spike followed by a quiet quarter. If that’s what you’re after, here’s how we work with clinics on ongoing growth. If you’d like to talk it through, start a conversation.