Physiotherapy for all:
FisioGreys Service's mission
in Panama
In Panama City, a 27-year-old physiotherapist is changing the landscape of healthcare with a clear focus: making quality physiotherapy accessible to everyone. Graciela, owner of her own clinic, has turned her experience into a business that prioritizes affordable care for the population with fewer resources.
From university to entrepreneurship
Graciela graduated in 2019, just before the COVID-19 pandemic shook the world. What initially seemed like an obstacle became the catalyst for her entrepreneurial career. “The pandemic made me realize that I can't depend on others. The world goes on, and we can't wait for things to fall from the sky,” Graciela affirms.
“The pandemic made me realize that I can't depend on others. The world goes on, and we can't wait for things to fall from the sky ”
Her journey began by offering home services, seeking opportunities through Instagram. “I looked on Instagram for clinics that needed physiotherapists for home visits,” she recalls about her beginnings. In 2022, she took the next step by opening her first clinic on her parents' property. “We took a risk with low rent, without losing much,” she explains.
Recognizing the need to grow, in July 2023, Graciela moved her clinic to a commercial area. “Now we're more visible,” she comments on her new location. This evolution reflects her commitment to making physiotherapy more accessible and visible in her community.
“What seemed like a misfortune was a blessing. It allowed me to take a step that I might not have taken otherwise,” Graciela reflects on her journey.
A clear vision: affordable care for all
What distinguishes Graciela's clinic is her unwavering commitment to accessibility. “My idea for this project, or the reason for starting here, in Nuevo Tocumen, is because in this area, Panamanians are not used to the concept of prevention,” Graciela explains. “This is very common because it's not an area where people have high resources.”
Graciela strategically chose to locate her clinic in an area where physiotherapy services are scarce and often prohibitively expensive. Her goal is clear: to provide quality care at prices that the working class can afford. “Obviously this is a business, so it must generate money but it can still be accessible to others,” she affirms.
Empowering through education
Graciela's philosophy goes beyond simply treating patients. “I like to empower the patient,” she states. Her approach focuses on educating patients about their condition and treatment, ensuring they fully understand their recovery process.
“If you don't have enough information as a patient, if you don't know what to do, what not to do, what to be careful with, or what my care process is, then you're likely to do whatever you want, and instead of progressing, you'll either get stuck or worsen”, Graciela explains.
Overcoming obstacles
Graciela's entrepreneurial path was full of challenges that tested her determination and creativity. Each obstacle became an opportunity to learn and strengthen her vision of accessible physiotherapy for all. Among the main challenges she faced, Graciela highlights the feeling of entrepreneurial loneliness. “Feeling alone. I think that's the most difficult challenge of all,” she admits.
Another significant hurdle was learning to manage limited resources, which required her to invest wisely and make the most of what she had available. Additionally, without the backing of an established brand, gaining patients' trust has been a constant challenge.
Despite these obstacles, Graciela's perseverance and commitment to her vision have allowed her to overcome these difficulties and continue growing her business.
Adopting technology to improve service
Despite not considering herself a technology expert, Graciela adopted Vev in an attempt to move away from the manual planning she repeatedly returned to as she realized that the flow of patients kept growing and she needed help managing her schedule. “I was looking for a platform that wasn't complicated, because I don't like to complicate things,” Graciela explains.
The features of Vev that have most impacted Graciela's business include:
- Patient autonomy: “What I like is that patients can change or cancel appointments by themselves,” Graciela comments.
- Clarity in services: Graciela takes advantage of Vev's ability to describe each service in detail.
- Payment management: The booking app helps maintain a clear record of payments.
- Automatic reminders: This has helped reduce no-shows and last-minute cancellations.
The adoption of Vev has allowed Graciela to optimize the management of her clinic, saving time and allowing her to focus more on providing quality care to her patients.
“What I like about Vev is that patients can change or cancel appointments on their own”
Effective promotion strategies
Graciela has developed a multifaceted promotional approach that adapts to the needs of her local community. Her main strategy is based on word of mouth, relying on the quality of her care to generate recommendations. “My biggest marketing is word of mouth,” she affirms.
She complements this with an organic presence on Google, uploading testimonial videos from patients and encouraging them to leave reviews. Although she maintains a presence on Instagram, it is not her main source of clients. Graciela also explores collaborations with local businesses and focuses on community education about the importance of physiotherapy and prevention, which has significantly contributed to her reputation in the area.
Continuous learning
For Graciela, continuous learning is fundamental in her career as a physiotherapist and entrepreneur. “I constantly try to update myself, it’s something I like,” she says, demonstrating her commitment to continuous improvement.
She maintains active contact with former university classmates and other professionals in the field. “The community I'm most active in is that of my former classmates from the same graduation year,” she explains. Graciela also participates in professional groups and attends courses and seminars. This dedication to learning not only improves her skills but also enriches the quality of care she offers her patients.
Expansion plans with purpose
Looking to the future, Graciela has plans to expand her business, but always with the same goal in mind: to reach more people who need affordable care. In the short term, she plans to hire more physiotherapists to be able to attend to more patients and have more time for herself.
Her five-year vision is even more ambitious: “My plan is to go to a province that almost nobody wants to and provide my services affordably, so people don't have to drive 4 hours to find the nearest physio,” she affirms.
Her goal is to bring quality physiotherapy services to underserved areas of Panama, where the need is high but resources are scarce.
Advice for future health entrepreneurs
Graciela's experience in health entrepreneurship has left her with valuable lessons. Through the ups and downs of starting and growing her business, she has acquired practical knowledge. With the wisdom gained in her journey, Graciela shares three key pieces of advice:
- Solid planning: “Have a solid business plan,” she advises, especially if you aspire to open a large clinic.
- Start with the basics: “You don't need a lot of money to start,” Graciela reminds, emphasizing that it's possible to start with limited resources.
- Maintain conviction: “Convince yourself of your vision, and why you're doing it. Then, despite bad days, you'll keep moving forward.”
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