Today on the Podcast: Beyond Treatment: How Diagnostics Can Transform a PT Business w/ Dr. Eric Bull, Integrity Diagnostics
Listen Now:
—
About This Episode
What if the missing piece in your PT clinic isn't another treatment technique — it's a clearer diagnosis?
In this episode, Neil sits down with Dr. Eric Bull, PT, DSc, co-owner of Integrity Diagnostics and a physical therapist with a track record of building successful businesses in the clinical and diagnostic space. Eric brings a rare combination of clinical depth and entrepreneurial thinking, and he's here to share how diagnostic testing — particularly EMG/NCS studies — can fundamentally change how PT clinics operate, grow, and deliver outcomes.
In this conversation, Eric breaks down:
- How his journey as a PT led him to identify a massive gap in the diagnostic space
- What EMG/NCS testing actually is — and why most PTs are leaving it on the table
- How diagnostics reduce clinical guesswork and improve patient outcomes
- Whether diagnostic testing belongs in the PT's lane (spoiler: Eric has a strong take)
- What PT owners need to know before adding ancillary diagnostic services to their business model
- How insurance factors in — and what's cash-pay vs. covered
- Why Integrity Diagnostics has grown so fast, and the marketing lessons PT owners can apply to their own clinics
- How PT practices can partner directly with Integrity Diagnostics
Whether you're a clinic owner looking for new revenue streams, a clinician who wants to get to the root cause faster, or simply curious about where musculoskeletal care is headed — this episode will change how you think about diagnostics in physical therapy.
Connect with Eric Bull on LinkedIn or check out Integrity Diagnostics' website at https://integrity-dx.com/.
Listen Above or Read The Summary Here:
How Diagnostics Can Transform Your PT Business
Unlocking the Power of EMG and Electrodiagnostics
Neil and Dr. Eric Bull highlight how integrating electrodiagnostic testing, particularly EMGs (electromyography) and nerve conduction studies (NCS), can open new revenue streams and elevate patient care in physical therapy practices. Eric explains that while EMGs have been part of PT for decades, “there’s only been 269 board certified electrophysiologists ever,” making it a niche with high demand and little competition.
EMGs are used to assess nerve and muscle health—helping diagnose issues like carpal tunnel and radiculopathies. Eric notes, “A test normally books for an hour…and the report actually goes fairly quickly—once you get a thousand reps under your belt, it’ll take 15 minutes.” Typical reimbursements range from $330 to $380 per study, and reports are often completed the same day, eliminating weekend paperwork.
- EMG & NCS help clarify complex patient cases—enabling more precise treatment plans.
- Demand is high: National wait times for EMG average four months, but Eric’s network delivers in under three weeks.
- EMG is an extension of the physical exam, not a replacement, supporting better clinical decisions.
Opportunities for Practice Owners: In-House & Contract Models
Eric describes two main models for integrating diagnostics:
- Contracted Services: Partner with specialists who provide EMG/NCS in your clinic, similar to how imaging centers work with radiologists.
- In-House Referrals: Receive and perform referrals directly, maximizing use of your own staff and space.
Physical therapists don’t have to become certified themselves to benefit. “You don’t have to necessarily deliver the care yourselves…you could connect with someone to come in,” Neil emphasizes. This approach reduces barriers and allows clinics to meet unmet demand, especially in areas near large employers or military bases.
Overcoming Barriers and Building New Revenue Streams
Eric is candid about the commitment required: “It’s not a three, six, nine months sort of thing, it’s a grind…it takes two years at minimum, maybe three.” However, for clinics not ready to invest in certification, bringing in outside experts is a practical first step.
Beyond EMG, Eric sees diagnostic ultrasound as a valuable, accessible tool for clinics. He notes, “Diagnostic ultrasound is a great stepping stone…it’s very helpful just on the human side, it’s, ‘Hey, there’s your torn rotator cuff.’” This technology enhances patient confidence and can differentiate your practice.
- Seek out local specialists to deliver services in your clinic.
- Explore adding diagnostic ultrasound as a gateway to more advanced diagnostics.
- Look for unmet demand in your community—military bases, large employers, or underserved patient populations.
Eric advises owners: “Always look for the next opportunity. Where can you find the opportunities and networks out there or build those networks if you don’t have them?”
By thinking beyond traditional PT services, practice owners can add high-value diagnostics, improve patient outcomes, and create new revenue streams—setting their clinics apart in a crowded market.
Common Questions Practice Owners Ask About This Topic:
- What are EMG/NCS tests used for in physical therapy?
- How can diagnostics improve patient outcomes in PT clinics?
- Is diagnostic testing profitable for PT practices?
- How do insurance companies handle diagnostic tests in PT?
- What are the benefits of partnering with diagnostic services for PT clinics?
Don’t Forget To Subscribe!
You can listen to this episode and subscribe to others anywhere you get your podcasts by clicking here. Or, if you prefer, watch full episodes on YouTube! Go to playlist
PS –
See how the right marketing ideas can help you grow your Physical Therapy or Chiropractic clinic