After a few years and a variety of frustrations in a 100% insurance practice, Mark DeAnda decided that he wanted to start offering some non-covered services and charging his clients directly. First of all, this approach would allow him to optimize plans of care for each individual patient/client by offering novel and effective treatments that were not being reimbursed by insurance companies. Plus it could improve the financial stability of his practice by making him less vulnerable to delayed or denied payments by insurance companies. In making that transition, however, Mark had some fear and limiting beliefs. In this episode he talks about the mindset shifts that allowed him to overcome those fears and successfully turn his practice into a 50-50 hybrid (50% cash and 50% insurance). Then he goes on to share some of the actual strategies and tactics he used along the way, including his approach to presenting cash options to his patients.