This document discusses utilizing patient reported outcome measures (PROs) to improve physical therapy care and market a practice. It outlines a 3-phase process: 1) Preparation by determining what to measure; 2) Collecting PRO data at initial and discharge visits; 3) Analyzing the collected data to identify outcomes, compare treatment effectiveness for different conditions/joints, and inform clinical decisions and marketing strategies. Barriers like adding time/effort are addressed by involving clinicians and valuing their judgment.