10 Years Later: How ProForm Physical Therapy Changed the Game in Salisbury, MA

By: Chad Burnham, DPT, FAFS CSCS

TEN years.

That’s how long ProForm Physical Therapy has been doing things differently.

And if I’m being honest…

It didn’t start that way. 

The Beginning (2016): Like Everyone Else  

When I opened ProForm Physical Therapy back in 2016, we were an insurance-based clinic.

Just like everyone else. Stacked schedules. Short visits. Trying to “get people better” in a system that honestly… wasn’t built for it.

At the time, I didn’t fully see it. But I felt it. Something was off. 

The Reality of Insurance-Based PT 

Here’s the truth most patients don’t hear:

In many clinics, some insurance reimburses the same whether you’re there for 15 minutes… or an hour.

So what happens?

• You get bounced between patients
• You spend more time with aides than your PT
• Care becomes volume-driven instead of outcome-driven

And somehow… that’s considered “normal.” Yeah… No thanks. 

The Turning Point (2019) 

In 2019, we made the decision that changed everything. We walked away from the insurance model. Not because it was easy…But because it was necessary.

We wanted to:

• Actually spend time with our patients
• Deliver real results
• Bridge the gap between rehab and performance

And you simply can’t do that in a system built on volume. 

The Risk No One Talks About 

Let’s be real…Leaving insurance isn’t some Instagram highlight. It’s risk.

• Revenue uncertainty
• People questioning your decisions
• Being told “that won’t work here”

But here’s what I believed then...and still believe now: If you build something better… people will find it. 

What ProForm Became 

Fast forward to today…ProForm Physical Therapy is not your average PT clinic.

We’ve built a model around:

• 1-on-1 care with a Doctor of Physical Therapy
• No aides. No pass-offs. No shortcuts
• Performance-based rehab that actually prepares you for real life
• Technology that tracks recovery (sleep, HRV, strain)...not guesswork
• A culture where patients feel like part of the ProFam 

We didn’t just tweak the model...We rebuilt it. 

The Results Speak for Themselves 

This shift didn’t just change our business. It changed everything.

• Better outcomes
• More engaged patients
• Fewer cancellations and no-shows
• A team that actually loves what they do
• And a clinic culture that people want to be part of

Turns out… when you remove the constraints of insurance, you can actually focus on getting people better.  Crazy concept, right?

For the Patients Reading This  

If you’ve ever felt like you were rushed through PT, didn’t get enough time with your provider, or you were handed a generic program and sent on your way. Just know this. That’s not how it has to be. 

You deserve better care. And that’s exactly what we’ve spent the last 10 years building. 

For the PTs Paying Attention 

If you’re a clinician or clinic owner thinking “There has to be a better way". You’re right. There is. And you don’t have to figure it out alone.

I’ve spent the last decade building, failing, learning, and evolving this model in real time. Not from the sidelines. 

10 Years In… And We’re Just Getting Started  

This isn’t a finish line. It’s just the beginning. We’re continuing to:

• Push the standard of care
• Expand performance-based rehab
• Help more people take control of their health
• And help other PTs build something better 

Ready to Experience the Difference?  

If you’re looking for physical therapy in Salisbury, MA that actually delivers…Book your evaluation today!

Final Thought  

Ten years ago, ProForm Physical Therapy started like everyone else. Today, we’re proud to say We’re nothing like everyone else.