Meet Erica Franks | Dr. Erica Franks, Physical Therapist, Business Owner, Mentor and Published Author

We had the good fortune of connecting with Erica Franks and we’ve shared our conversation below.

Hi Erica, what’s something about your industry that outsiders are probably unaware of?
One often-overlooked aspect of the physical therapy industry is the significant toll the profession has taken in recent years. Over the past two years, approximately 21,000 physical therapists have left the field, driven by a combination of burnout, overwhelming workloads, and inadequate compensation.

The root of this crisis lies in several critical factors. Many physical therapists are grappling with chronic overwork and stress, exacerbated by the reality that their pay often doesn’t align with the demanding nature of their jobs. This is further compounded by insurance companies that significantly cut reimbursement rates. As a result, physical therapists frequently receive less compensation than their expertise and effort deserve.

Moreover, the constraints imposed by health insurance policies can be restrictive. These policies not only limit the number of physical therapy visits a patient can have but also heavily influence treatment decisions, sometimes prioritizing cost-efficiency over optimal patient care. This interference can constrain therapists’ ability to deliver the most effective treatments and directly impacts patient outcomes.

In response, some therapists have turned to cash-based services to offer a higher level of personalized care. However, with rising costs and inflation, many patients find these services financially out of reach. This growing disparity between the quality of care available and what patients can afford highlights a significant challenge in the field.

Overall, while physical therapy plays a crucial role in rehabilitation and recovery, these underlying issues—ranging from practitioner burnout and financial strain to restrictive insurance practices—underscore a need for systemic change to support both the professionals and the patients who rely on them.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Building Invigor Physical Therapy has been a deeply rewarding journey, driven by a passion for patient care and a commitment to excellence. As an Atlanta native, I began my career in physical therapy after graduating from Emory University in 2008, following a Bachelor of Science in Health Science with a focus on Pre-Physical Therapy and Dance Arts from Howard University in 2005.

I founded Invigor Physical Therapy in 2014, starting with a model that provided orthopedic care in patients’ homes. This approach allowed for personalized care but soon encountered significant obstacles as healthcare reimbursement models evolved. The shift away from cash-based services and the complexities of navigating insurance reimbursements presented considerable challenges.

In 2022, I made a pivotal decision to relocate Invigor Physical Therapy to a new gym space in Marietta, GA. This move was driven by the need to reach a broader patient base and create a more sustainable business model. The transition to a new location came with its own set of challenges—navigating the logistics of the move, adjusting to a new environment, and building a presence within a new community. However, this relocation also offered new opportunities for growth and stability, setting the stage for long-term success.

Starting the practice was far from easy. I am constantly faced with fluctuating patient volumes, administrative hurdles, slow insurance reimbursement, and the financial strain of maintaining a viable business model amid changing insurance policies.

Throughout this journey, I’ve been fortunate to receive recognition that underscores my dedication and the impact of my work. In 2023, I was honored as one of the Top Doctors of America, a reflection of my commitment to high-quality care. Additionally, receiving the Pioneer Award from the Atlanta Tuskegee University Alumni Club highlighted my contributions to both the field of physical therapy and the broader community.

One of the most significant lessons I’ve learned as a business owner is the reality of dealing with insurance reimbursements. The reduction in reimbursement rates—sometimes by as much as 75%—places immense pressure on practices to maintain high patient volumes. To counteract this, some therapists have turned to cash-based models, but rising costs make this option challenging for many patients.

I choose to accept insurance because it helps make physical therapy more accessible for those who have invested in their health through insurance premiums. Although managing insurance companies can be cumbersome and time-consuming, my primary goal remains providing exceptional care and supporting my patients’ recovery.

Despite the many challenges I’ve faced, my commitment to physical therapy and my patients continues to drive me forward. The support and recognition from the community have been a source of inspiration and motivation, reinforcing my dedication to making a meaningful impact through Invigor Physical Therapy.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend came to town, our visit would be a culinary and cultural adventure. For breakfast or brunch, we’d savor delightful options at Breakfast at Barney’s, Tupelo Honey, Folk Art, Buttermilk Kitchen, Sun in My Belly, Grits and Eggs Breakfast Kitchen, or Blendz Friendz for a refreshing smoothie bowl.

For lunch or dinner, we’d explore a variety of flavors, starting with my personal favorite, Rays on the River. Other top picks include Mojave, Murphy’s, Two Urban Licks, Oretha’s At the Point, Twisted Soul Cookhouse and Pours, Papi’s Cuban and Caribbean Grill, 26 Thai Kitchen and Bar, Slutty Vegan, and Chattahoochee Food Works.

To soak up the city’s vibrant atmosphere, we would visit Ponce City Market and stroll along the Beltline or enjoy the views from the rooftop. We could also explore Atlantic Station, hit some balls at Top Golf Atlanta, or relax at The Gathering Spot or walk along the Beltline. For nature lovers, Cascade Springs Nature Preserve is a peaceful retreat. If we’re up for some activity, a dance class at Dance 101 would be a blast. To top off the trip, we might catch a show at the Fox Theatre or enjoy wine at Cavender Creek Vineyards or Frogtown Cellars Vineyard.

Let’s just say, she’d definitely leave with a full belly and plenty of memorable experiences.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
When asked to credit someone who deserves recognition in the story of my physical therapy business, the answer is clear: it’s my patients. They are the true heart and soul of what we do, and their impact on my practice is immeasurable.

Every day, I am deeply moved by the incredible spirit and determination of my patients. Their commitment to their own recovery, despite challenges, is nothing short of inspiring. Witnessing their progress—whether it’s regaining mobility, reducing pain, or simply achieving personal milestones—provides a profound sense of purpose and satisfaction. It’s their successes that remind me why I chose this profession and keep me motivated through the ups and downs.

But their contribution extends beyond their own healing journeys. The support and encouragement I receive from my patients are a vital part of my business’s growth and sustainability. Their positive feedback, referrals, and heartfelt gratitude not only validate the hard work we put into each session but also help build a community of trust and care around our practice. This encouragement is crucial, especially during challenging times, as it reinforces the value of what we do and helps us continue to strive for excellence.

In essence, my patients are not just recipients of care—they are partners in the journey. Their resilience, kindness, and ongoing support elevate my work and inspire me every day. It is their belief in our mission that fuels my passion and dedication to providing the best possible care. For this, I am incredibly grateful and deeply honored to have such wonderful individuals as part of my professional life.

Website: https://www.invigorpt.com

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

Facebook: https://wwww.facebook.com/share/k4UL37USzpv3RKH/?mibextid=qi20mg

Image Credits
Professional picture: Shoccara Marcus