Most Clinicians Think Employers Don’t Understand Functional Testing. The Truth? Clinicians Don’t Understand Employer Problems.
A step-by-step guide for clinicians on what to say, what to offer and how to build employer trust
“If you can’t explain something simply, you don’t understand it.” — Richard Feynman
Meet the Instructors Behind This Strategy
Mike Affleck started an employer services division from scratch, beginning with $500 contracts and scaling it to multi-million dollar deals with Amazon, Ford, and GM. Kevin Cairns has trained thousands of clinicians on how to deliver functional services and built Metriks Education into a leading provider of FCE tools, training, and software.
The Plan
This article covers the following:
- What Is Functional Testing — In Simple Terms
- The Employer Problems You Solve with Functional Testing
- First, Let’s Ground Ourselves in Business Terms
- What’s the Core Offer for OTs and PTs Doing FCEs
- Step 2: Attract Leads with Employer-Focused Content
- Step 3: Nurture Engaged Leads with Low-Friction Offers
- The Core 4: Marketing Blueprint for Clinicians
- Weekly Action Plan
- 💭 Final Thought
- Proof: Why You Should Listen
What Is Functional Testing — In Simple Terms?
Functional testing measures what a person can physically do — and compares it to the actual demands of a job.
You should be able to explain what you do and why it matters in just a few seconds — the classic elevator pitch. Mike used to have to do this during a 9-floor elevator ride with his CEO.
In the context of work, functional testing answers:
- Can this person safely return to work?
- Can they perform the essential duties of their job? Do they need restrictions or accommodations?
Functional testing turns your clinical expertise into objective data that helps employers make faster, safer, and legally defensible decisions.
The Employer Problems You Solve with Functional Testing
First, Let’s Ground Ourselves in Business Terms
What is Marketing?
Marketing is everything you do to get someone to know you, like you, and trust you before they ever buy from you. It’s not just logos and Instagram posts — it’s how you explain your value to someone who doesn’t understand clinical terms.
The best marketing is word of mouth. It’s powerful, free, and based on trust.
In this program, your product is Functional Testing — but your message should be:
“We help employers lower injury costs and speed up return-to-work decisions.”
What’s a Lead?
A lead is any employer who knows you exist. They might follow you on LinkedIn, attend a webinar, or request a sample report.
Example: You post a story about how 1 injured worker cost a business $94,000. A safety manager comments: “This is a real problem.” That’s a lead.
What’s an Engaged Lead?
An engaged lead shows buying intent: They ask about pricing, reports, timelines, or how your assessments work in RTW decisions.
Follow-up matters. Call engaged leads the same day if possible — ideally within minutes.
What’s the Core Offer for OTs and PTs Doing FCEs?
Step 1: Clarify Your Offer’s Value
Use Hormozi’s Value Equation:
Value = (Dream Outcome × Perceived Likelihood of Success) / (Time Delay × Effort & Sacrifice)
Factor FCE Business Example Dream Outcome Employers want to reduce injury costs and shorten the duration of lost time. (“No lost time” may be unrealistic — frame it credibly.) Perceived Likelihood Court-defensible tools, proven templates, expert training. Time Delay Testing within days, reports ready in 48 hours. Same-day/next-day recommendations reduce lost time. (Ask employers what they expect — and aim to underpromise and overdeliver.) Effort & Sacrifice You handle paperwork, employee prep, MD sign-off, and follow-up. Minimal disruption to their workflow.
Mike notes: The 3-hour fix? One client received a completed report, with return-to-work recommendations, just 3 hours after the assessment.
Step 2: Attract Leads with Employer-Focused Content
Use your clinical insight to talk about business problems, not just rehab tools.
Content Type Example Title LinkedIn Post “What 1 Injured Worker Cost This Employer — And How We Fixed It” Email/Newsletter “RTW Delays Are Expensive — Here’s a 3-Hour Fix” Short Video “How to Use Functional Testing to Defend Hiring Decisions” Lead Magnet “The Employer’s Guide to Fast, Legal, Defensible RTW Testing”
Lead Magnet Ideas
Lead Magnet What It Solves Return-to-Work Checklist Helps HR know when to refer for an FCE Sample FCE Report Demonstrates clarity and value of your reports Cost of One Injury Calculator Quantifies the problem in business terms RTW Interview Prep Guide Helps reduce fear for the worker and increases compliance
Make delivery easy: share by DM, email, or PDF link. Use simple tracking (e.g. “Reply ‘REPORT’ to get a copy”).
Step 3: Nurture Engaged Leads with Low-Friction Offers
Once they’re interested, don’t oversell. Make it easy to say yes.
Offer Why It Works Free Strategy Call Starts the conversation. Pilot Assessment Low-risk proof of value. Monthly RTW Reports Shows what your service delivers over time. On-Site Testing Option Minimizes disruption, reduces lost productivity.
You're not selling an FCE. You're solving an employer’s pain point. Use this format: “We help [EMPLOYER TYPE] solve [SPECIFIC PROBLEM] using [FCE SERVICE].”
Suggested Core Offer:
“We help small and mid-sized employers reduce return-to-work costs and injury claims by providing objective, fast-turnaround functional testing aligned with job demands.”
Offer Stack Example:
Element Why Employers Care Functional Capacity Evaluation Answers “can they work?” with objective data 48-Hour Report Turnaround Enables fast, confident decisions Return-to-Work Summary Makes data actionable for HR and Safety On-Site Testing Option Easier access = higher compliance First FCE Discount De-risks the initial engagement
The Core 4: Marketing Blueprint for Clinicians
Borrowed from $100M Leads, tailored for OTs and PTs doing FCEs:
1. Warm Outreach
Reach out to people you already know: → Former clients → Local employers → HR managers you’ve met
Script:
“Hey [Name], I’ve been helping local employers reduce their injury costs using functional testing. Want to see what it looks like in action?”
Or simply ask your patients:
“Where do you work? Who handles WCB/WSIB costs at your company?”
2. Post Free Content
Share insights that build trust.
Examples: → “One back injury cost a client $30,000. Here’s how we prevented the next one.” → “Did you know you can use testing before hiring to reduce claims?”
Pro Tip: Include a CTA: → “Want a sample FCE report? Comment REPORT.” → “Need a checklist for your next RTW case? DM me CHECKLIST.”
3. Cold Outreach
Introduce yourself to people who don’t know you — yet.
Examples: → LinkedIn messages to safety managers → Email companies hiring for modified duty roles
Script:
“Hi [Name], I specialize in functional return-to-work testing. I help employers reduce claims costs and make safer decisions. Would you be open to a quick intro call?”
4. Run Paid Ads (Optional)
Best used for: → Lead magnets → Free strategy calls → Promoting webinars or workshops → Retargeting past website visitors
Weekly Action Plan
Task Why It Matters
- Define your Core Offer So leads know what you solve
- Post 1 piece of content Start building awareness
- Send 2 warm outreach messages Activate known contacts
- Send 2 cold outreach messages Build your new pipeline Share 1 lead magnet Turn interest into engagement
Final Thought
“You don’t rise to the level of your goals. You fall to the level of your systems.” – James Clear
This week isn’t about working harder — it’s about building a repeatable system that turns your functional testing services into business assets.
PROOF: Why You Should Listen
Mike Affleck
Mike Affleck is a functional testing expert with over 30 years of experience in injury management and occupational health.
- He started an employer services division from scratch, beginning with $500 pilot contracts and scaling to multi-million dollar agreements with companies like Amazon, Ford, and GM.
- Mike has trained hundreds of clinicians in the application of Functional Capacity Evaluations and job-specific return-to-work protocols.
- He’s known for turning employer pain points into clinical programs that scale, using real-world business logic and data-backed decision-making.
- As a former VP and clinic operator, Mike understands both the clinical and the executive-level conversations needed to secure employer partnerships.
“Mike used to pitch his services to CEOs in a 9-floor elevator ride — and win.”
Kevin Cairns
Kevin Cairns is the founder of Metriks Education and Meza Solutions, and a recognized leader in Functional Capacity Evaluation training, tools, and software.
- With a background in Kinesiology, Kevin used his clinical experience delivering functional services to develop the FCE in a Box.
- Kevin has trained thousands of OTs, PTs, and chiropractors across Canada and the U.S., including professionals in some of the largest rehab clinic networks.
- He is also a university instructor, teaching healthcare business and ethics, with a focus on entrepreneurship in occupational health.
- Through Metriks, Kevin offers a complete system: legal defensibility, software, certification, and implementation guidance, making him a go-to resource for rehab professionals looking to grow their services.
“Kevin helps clinicians turn their FCE services into business assets — not just assessments.”
