You’re not just applying for a position—you’re choosing a business partner who will influence your schedule, income, stress level, and professional growth. This playbook shows you how to evaluate a clinic’s marketing engine, operations, culture, and contract before you sign anything.
1) Define your non-negotiables (why this matters)
Before you look at clinics, decide what you must have. Non-negotiables protect you from falling in love with a shiny space that doesn’t fit your life or your practice style.
How to do it: write down 5–8 items you won’t bend on—commute time, access to prime-time hours, your preferred work model (room rental, commission, hybrid, employee), the populations you want to treat (desk workers, athletes, prenatal), and the kind of mentorship you expect (case reviews, observation time).
What good looks like: a clinic that hits your top 5 and is flexible on the rest.
What to avoid: “We can probably make that work later” with zero detail. If a clinic misses two of your non-negotiables now, it usually won’t improve later.
2) Social + Website Audit (how to predict your future schedule)
A clinic’s online presence is the closest predictor of whether you’ll be busy. You’re assessing the system that brings patients to everyone, not whether a single practitioner happens to be popular.
Website: Try booking a mock appointment on your phone. Could a tired desk worker do it in under three minutes? Clear services pages, straightforward pricing, accurate titles, and a clean mobile experience signal that the clinic respects patients’ time and understands conversion. Slow, confusing, or outdated sites translate directly into fewer bookings.
Google presence: Read the last 10–15 Google reviews. Are they recent? Do they sound like real local people with specific results? Are owners replying with warmth and clarity? A steady stream of honest reviews means the clinic has consistent patient flow and a feedback culture.
Social media: Look for patient-friendly education (not just staff selfies), consistent posting or a deliberate long-form strategy (e.g., YouTube tutorials), actionable calls to book, and real engagement from locals. You’re not judging their cinematography—you’re judging whether they’re visible, helpful, and active where your patients spend time.
How to interpret:
- Strong web + recent reviews + active socials = you can likely ramp quickly with clinic support.
- Weak or dormant channels = you’ll shoulder more marketing work (fine, if the rent/split reflects that and you like marketing).
3) Ask for the Numbers (Focus on New-vs-Returning and Allocation)
If you’re paid by bookings, numbers matter—but a clinic full of busy long-term patients does not guarantee that you will be busy. What predicts your ramp is (1) the volume of net-new patients the clinic generates, (2) the consistency and investment in marketing that keeps that pipeline full, (3) the strength of cross-referrals between practitioners, and (4) how new inquiries are allocated to a new hire.
👉 Important note: Most clinic owners won’t be thrilled about handing over detailed reports—and that’s normal. Don’t approach it like an audit. Ask politely, frame it as wanting to set yourself up for success, and be okay with ballpark figures. The key is to show that you understand these numbers drive your schedule, income, and stress level. Even if you can’t get every detail, being aware of what should exist protects you from vague promises.
Request these (90-day averages + policy details):
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Visit mix: % of new patients vs. returning visits (clinic-wide and specifically for osteopathy).
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Unique first-visits/month (osteopathy): actual count of first appointments, not total visits.
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Allocation policy for new inquiries: rotation vs. owner/senior-first vs. “soonest available”; who decides and how it’s enforced.
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New patients/week per practitioner (by discipline and by tenure), and how many went to the most recent hire.
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Time to reach 60–70% schedule for the last new osteopathy practitioner (actual dates).
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Rebooking rates after visit 1 and visit 2.
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Show & late-cancel/no-show rates.
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Referral channels: which ones drive net-new (ads/SEO/doctor/community) vs. reactivations of old patients.
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Admin capacity: phones answered, response times, EMR/online booking reliability.
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Payer mix: direct billing % vs. private pay %.
How to interpret it:
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High % returning + senior-first allocation = slow ramp (you’ll be waiting for overflow).
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Healthy stream of net-new + explicit new-hire allocation + prime-time access = faster ramp.
Friendly ask:
“To build a realistic 90-day plan, could we review your last three months’ new-vs-returning visit mix, the number of unique first-visit osteopathy patients per month, and how you allocate new inquiries to a new hire? Ballpark ranges are fine, and I’d love to see how your most recent hire ramped.”
Green flags: segmented data (new vs returning), an explicit allocation policy, and a recent example showing the last hire’s ramp.
Red flags: “Everyone’s fully booked” but >85–90% returning visits, no allocation plan, or new-patient inquiries default to senior clinicians.
4) Shadow + On-Site Checklist (see the reality, not the brochure)
A 60–120 minute shadow visit tells you what no website can.
Front desk reality: Do calls get answered? Are scripts clear and kind? Admins who communicate well reduce late cancels and improve first-visit conversions.
Clinic flow: On-time appointments, calm waiting area, tidy rooms, clean linens—these small signals add up to patient trust and rebooking.
Cross-referrals: Watch for natural hand-offs between disciplines. If PTs, RMTs, chiros, or naturopaths describe what you do and why a patient would benefit, you’ll integrate faster.
5) Interview the clinic owner (what to ask—and how to hear the answer)
You’re evaluating leadership, not just friendliness. Structure your questions so you can compare clinics apples-to-apples.
Marketing & demand
- Question: “What’s your plan to fill a new practitioner’s schedule in the first 90 days?”
- Good answer: “We allocate $X/mo to ads, publish weekly education posts, and route desk-worker leads to osteo. New practitioners usually reach 10–12 new patients/month by month three.”
- Weak answer: “We’re super busy; you’ll be fine.”
Operations
- Question: “How do you handle cancellations and rescheduling?”
- Good: Clear policy, automated reminders, front-desk follow-ups, data on no-shows.
- Weak: “We play it by ear.”
Clinical culture
- Question: “What does mentorship look like here?”
- Good: Scheduled case reviews, open-door questions, observation time.
- Weak: “We’re all experienced; you’ll pick it up.”
Money & terms
- Question: “What exactly does the split or rent include?”
- Good: Itemized inclusions (admin, linens, EMR, ads), payment schedule, review points.
- Weak: Vague promises, pressure to sign quickly.
6) Contract sanity check (protect your future self)
A fair contract is boring on purpose—clear, specific, and predictable.
Compensation: Get the exact split or rent in writing, plus what’s included (linens, lotion, laundry, EMR, admin, ad budget). Clarify when you’re paid and how discounts or complimentary sessions are handled.
Schedule: Lock in prime-time access if that’s how your patients book. Note how to add hours once you’re busier.
Ownership & privacy: Who owns patient charts and communications? If you leave, what can you take (often summary data, not contacts)? How will patients be informed? Privacy obligations should be explicit.
Policies: Cancellation fees, rebooking expectations, complaint handling process. The clinic shouldn’t shift all risk to you.
Advertising & content: Who pays for ads, who owns the ad accounts, and can the clinic use your image/content after you leave?
Exit terms: Notice period, reasonable non-compete radius/time, and non-solicit limits. If clauses feel heavy-handed, ask for a narrower scope—or a lawyer’s eye.
Smart add-on: a 90-day review clause tied to agreed KPIs (see section 9).
7) Red flags (how they show up in real life)
- “We’ll sort the details later.” If it’s not in writing, it doesn’t exist.
- Title or scope pressure. If they hint you should describe yourself inaccurately, leave.
- No data, big promises. “We’re slammed” without numbers often means someone is busy—not necessarily new clinicians.
- High split + little support. Paying a premium for admin/marketing you don’t actually get is a slow leak on your income.
- Unreachable front desk. Missed calls = missed bookings.
- Tense or rushed vibe. If practitioners seem overbooked and stressed, patient experience (and rebooking) suffers.
If you love everything else but see one red flag, propose a short trial with KPIs and revisit terms after 90 days.
8) The Clinic Fit Scorecard (turn feelings into a decision)
Give each dimension a score from 1–5, multiply by the weight, add it up.
| Dimension | Weight | What a 5/5 looks like |
| Marketing engine (web, reviews, social, ads) | 25% | Fast mobile booking, current reviews with owner replies, consistent education posts or strong long-form strategy, clear CTAs, evidence of ad activity |
| Patient flow (NP/week, show, rebooking, prime-time) | 25% | Transparent 90-day numbers, stable new-patient volume, committed prime-time access |
| Culture & mentorship | 15% | Scheduled case reviews, observation time, collaborative hand-offs |
| Operations (admin, EMR, billing, supplies) | 15% | Responsive front desk, reliable EMR, direct billing handled, linens/laundry included |
| Contract fairness (split/rent, exit, ownership) | 15% | Clear inclusions, reasonable non-compete, chart ownership clarified, 90-day review |
| Values & brand fit (title accuracy, ethics) | 5% | Consistent, accurate titles and patient-first messaging |
How to use it:
- 4.3–5.0 = excellent fit (negotiate small tweaks).
- 3.5–4.2 = good with a few fixes (use a 90-day review).
- 2.8–3.4 = proceed only with a short trial.
- <2.8 = pass.
9) Propose a 90-Day Two-Way Trial (de-risk for both sides)
Trials remove guesswork. You show commitment; the clinic shows support.
Your offer: reliability, outcomes tracking, two short educational posts per month on clinic channels, a 30-minute “desk-worker neck pain” micro-workshop, and active cross-referrals.
KPIs to agree on:
- Month 1: 6–8 new patients, 70%+ show rate, 50%+ rebook after visit 1
- Month 2: 8–10 new patients, maintain show rate, rebook after visit 1 at 55–60%
- Month 3: 10–12 new patients, 60%+ rebook after visit 1, baseline retention improving
- Prime-time access secured on at least two weeknights
Mid-point review (Day 45): what’s working, what needs support (e.g., more ad spend, better booking links in socials), and whether to adjust hours or messaging.
End-of-trial review (Day 90): if KPIs are met or exceeded, revisit split/rent or add prime-time slots. If not, agree on a change plan—or part ways cleanly.
10) Practical scripts you can copy
Request for data + shadowing
“To make sure I contribute quickly, could we review your last 90 days’ averages—new patients per practitioner, show and rebooking rates, and main referral channels? Ballpark figures are perfect. I’d also love to shadow for an hour to see clinic flow and meet the team.”
Negotiating inclusions
“If the split remains at 60/40, could we confirm linens, laundry, EMR, front-desk coverage, and a modest monthly ad budget are included? If those aren’t included, I’m happy to discuss a lower split to reflect the added responsibility.”
Clarifying chart ownership & exit
“Can we specify who owns patient charts and how departure communications work? I want to ensure privacy is protected and expectations are clear for patients.”
Countering a heavy non-compete
“I understand the desire to protect the clinic. Could we narrow the radius and duration, and rely on a reasonable non-solicit instead? That keeps it fair for both of us.”
Print-ready checklists—now with context
Social/Website Audit
- Mobile booking in under 3 minutes → predicts conversion.
- Recent, specific Google reviews with owner replies → healthy flow + feedback culture.
- Appears for “osteopathy + [your area]” → patients can actually find you.
- Education-forward social posts with clear “book” CTAs → steady awareness.
- Site feels clean, fast, and accurate on titles → trust and compliance.
Owner Data Pack
- NP/week, show/no-show, rebooking → forecast your income.
- Prime-time access → matches when patients book.
- Referral sources + ad activity → proves there’s a marketing system, not luck.
- EMR/admin coverage → reduces your non-clinical workload.
Contract Essentials
- Split/rent + inclusions → no “surprise” costs.
- Chart/patient list ownership + exit communications → protects relationships and privacy.
- Cancellation policy → clear responsibility when patients bail.
- Reasonable non-compete/non-solicit → future flexibility.
- 90-day KPI review clause → built-in fairness.
Bottom line
A great clinic has three traits: a functioning marketing engine, transparent operations, and a fair, boring contract. If any one of those is missing, you’ll feel it in your calendar and your stress. Do the audit, ask for the numbers, shadow the team, and use the 90-day trial to align incentives. That’s how you choose—not hope—the right clinic.
