Are you a PF client? Read on to find out…
As you can likely tell or will quickly see, we don’t do “business as usual,” and we’re not the right fit for everyone.
We work with clients who understand that quality investments lead to quality outcomes—both for their practice and their patients. We don’t work with clients that look for the absolute cheapest professionals to work with, as we don’t think that says much about how they value their own practice or their vested effort in their success.
Our manifesto is a reflection of this philosophy as it applies to healthcare service businesses, built on years of experience growing our own and transforming practices into sustainable, profitable, meaningful and valuable ventures. Our manifesto is rooted in one simple truth: doctors aren’t trained to manage businesses, yet they’re expected to understand how to manage the billing revenue and how to run clinics like seasoned CEOs. This knowledge leaves many struggling, or even worse, with a false sense of competent empowerment. We exist to bridge that gap, but only for those doctors and executives willing to embrace a growth and constant learning mindset.
Let’s break down the thesis behind PFF and the five components that make a successful practice.
Our Thesis: Independent, Data-Driven, and Quality-Oriented Practice Leads To Symbiotic Long Term Value
At Physicians First, we are unapologetically independent. Our advice isn’t influenced by third parties, and our sole focus is your success. The person who hires us makes a conscious decision to invest in expertise, knowing that this partnership pays dividends through improved performance, clarity, and profitability.
We understand the frustration of the current healthcare system and we appreciate that the system is perfect for the outcome that it produces. From OHIP’s administrative hurdles being challenging by design, to the pressures of managing finite resources without training in the art of management, physicians face endless obstacles that often make pride in practice and financial comfort feel out of reach.
The hard truth is that many of these struggles stem from common misconceptions and bad habits:
Believing overhead is the enemy instead of a tool for efficiency.
Failing to track the metrics that matter (hint: gross profit, not just top-line revenue).
Refusing to delegate or invest in expertise because it feels like “an expense.”
The difference between stagnation and growth often comes down to one thing: valuing value.
The Five Components of a Successful Practice
To run a profitable, sustainable practice, you need to focus on these five pillars:
1. Self-Awareness
Before you can improve your business, you must understand yourself. What are your strengths and weaknesses? What kind of practice do you envision for the future? Without clarity on your values and goals, it’s impossible to create a roadmap for success.
Many physicians fall into the trap of modeling their practice after others without assessing whether those strategies align with their personal and professional aspirations. At Physicians First, we help you uncover your unique vision and build a business strategy that supports it.
2. Valuing Value
Do you understand the difference between cost and value? Too often, practices try to slash expenses without realizing that strategic investments yield far better returns.
For example, if increasing your overhead by 5% allowed you to generate 20% more revenue, would you see that as a win? Successful practices aren’t afraid to invest in resources—whether it’s hiring expert billing support or implementing systems that save time and reduce errors—because they understand that every dollar meaningfully spent on efficiency and growth is a dollar invested with a real return.
If you honestly wouldn’t increase your overhead to recover 20% more money, or to delegate a task that allows you to generate more income in that time, don’t read any further.
3. Discipline and Self-Control
Just like the advice you give to a patient who is seeking their path to long-term health, a practice isn’t about chasing shiny objects or succumbing to short-term thinking. It’s about doing what’s necessary today to secure a stronger future. This might mean developing the habit of finishing your charts and coding claims before leaving the clinic or reviewing your practice financial data on a regular (monthly basis?) to make informed decisions.
Discipline doesn’t come naturally to most, but being an Ontario doctor you know all too well, it’s non-negotiable for sustainable success.
4. Transparency and Data-Driven Decisions
Feelings and instincts have their place, but business decisions should be rooted in data. What’s your gross profit? Which services drive your revenue? How much does it cost to acquire and retain patients? When you have turnover in the practice, how much does it really cost you? Do you value your administrative time according to OMA rates and track how much that time costs your MPC or practice?
Without clear answers to these questions, you’re flying blind. While Physicians First provides comprehensive, proven and clear tools to help Ontario doctors measure what matters, it’s up to you - the doctor or clinic operator - to actually stop guessing and start growing.
5. Knowing Your Revenue Drivers
Do you know which aspects of your practice bring in the most revenue? Whether it’s patient flow, surgical time, or specific referral sources, understanding your revenue drivers allows you to focus on what works and cut what doesn’t.
But it’s not just about knowing your numbers—it’s about taking action. If you can’t pinpoint opportunities for improvement and execute on them, your practice will stagnate.
Who We Work With
Let’s be clear: Physicians First isn’t just a billing or OHIP claims service, and as a solutions provider, isn’t for everyone.
If you believe in transactional relationships over long-term partnerships, or if you view business management as an unnecessary luxury, you’ll struggle to see value in our approach. But if you:
Value quality over quick fixes,
Understand the importance of data-driven decisions, and
Are willing to invest in meaningful change…
Then we’re here to help you build the practice (and find the returns) of your dreams.
Why Choose Physicians First?
Every client we work with has seen measurable improvements in their practice. Specialists have experienced revenue increases of 30–40%, even after accounting for our fees. This isn’t magic—it’s the result of our proven approach, disciplined execution, strategic investments, and a relentless focus on what matters.
Our programs are designed to respect your time, values, and business. We don’t offer cookie-cutter solutions; we provide tailored strategies based on your unique goals and challenges.
But more importantly, our Clarity Concierge coaching and consulting program holds you accountable. Running a profitable practice requires more than good intentions—it requires action. We’re here to guide you and our process may take less of your time, but it may also engage your team and stakeholders to support you in ways they didn’t know about before… whatever it is that makes sense for you, we can only do so much. Especially as we on-board with you, you have to be willing to walk the path.
Are You Ready to Invest in Success?
If you’ve read this far, ask yourself one question: Do you value value?
If the answer is yes, Physicians First is your only real choice. We’re a one-of-a-kind service in Canada, run by people who have been in your shoes and have proven they get results. Even though 95% of our clients are making more revenue than our fees within 2 months, and even though you will have more free mental space and available time within 3 months, if you’re looking for shortcuts or unwilling to make the necessary personal investments, we’re probably not the right fit.
For those who are ready to level up, the journey starts here. Let’s build you something extraordinary together!
