You're Worth More: Why Raising Prices Is Lever #1

Dr. Justin Rabinowitz doubled his prices in January 2020, got scared, then grew 34% during COVID shutdowns. His wake-up call: insurance reimbursement dropped from $300 to $24.50 overnight. Here's his blueprint for escaping insurance, charging what you're worth, and why raising prices is lever #1 (not adding services).

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Dr. Justin Rabinowitz owns Strive2Move Chiropractic and Rehab Chiro Coaching. He started cash-based in 2015, made early mistakes (charging less, unclear sales/marketing), and got burned twice by insurance (2016: reimbursement dropped from $300 to $24.50; 2018: third-party takeover threatened his business). A patient who was lobbying against his interests while paying him cash became his wake-up call: go truly cash.

In this episode, Justin breaks down the big pivot (30-min to 1-hour visits, nearly doubled prices), what happened next (same patients, more profit, 34% growth during COVID), and how price psychology + LTV drove growth. He tackles "my town is different" (the model works anywhere, even Singapore), why you should raise prices before adding services (simplest, hardest lever), and the helping people vs making money paradox (put your mask on first).

We dive into why the middle loses (premium vs low-cost positioning), ethical exit from insurance (the two reasons patients say no), desire timing (when the problem isn't painful enough yet), and clarifying your USP + niche (stop selling services, start selling outcomes). Justin shares his $45K lesson (leaving practice, losing money, finding the real problem), "marketing units" framework (measuring activity inputs to predict leads), and why everything works if you work (belief, volume, iteration mindset).

His workshop playbook: fastest path to revenue with the math, execution nuance (converting without being sleazy), and the #1 skill to scale (resourcefulness, identity shifts, becoming the CEO instead of staying the clinician).

TIMESTAMPS:

00:00 Charge What You're Worth

00:42 Welcome + Blueprint to Escape Insurance

01:45 Justin's Origin Story

02:42 Getting Burned by Insurance

05:02 Going Truly Cash

05:31 The Big Pivot: Doubled Prices

06:21 COVID Shock, 34% Growth, Coaching Birth

09:13 How Price Psychology Drove Growth

11:24 "My Town Is Different"

14:18 Stop Adding Services—Raise Prices First

17:55 Helping People vs Making Money

24:00 Why the Middle Loses

29:49 Ethical Exit from Insurance

31:30 Why People Say "You're Too Expensive"

31:57 Desire Timing

34:02 Clarifying Your USP + Niche

36:22 Avatar-Driven Marketing

37:25 The $45K Lesson

40:17 "Marketing Units" Framework

43:18 Everything Works If You Work

45:56 Workshops That Print Patients

51:00 Workshop Execution Nuance

54:21 The #1 Skill to Scale: Resourcefulness

01:00:40 Where to Find Justin

CONNECT WITH DR. JUSTIN RABINOWITZ:

Instagram: https://www.instagram.com/justinrabinowitz/

Podcast: https://open.spotify.com/show/4VEp6SkKaZVZ6ggR1Zc5iJ

Coaching: https://rehabchirocoach.com/

Practice: https://strive2move.com/

ABOUT CHIROX MARKETING:

We help 7-figure chiropractic practices dominate local search and attract high-value patients through SEO, Google Ads, and website optimization. If you're doing $1M+ and want predictable patient acquisition without social media, visit https://www.chiroxmarketing.com/

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