Most all the ideas (within 6 segments listed below) can be considered advanced renditions of our “core” competencies. Therefore, they are more easily implemented than a new service/product, but they need a “facelift” to make them appealing to the general consumer, employer, teams/groups, and eldercare facilities.
Also, see the price diagram (above)… This diagram outlines a model that lies outside our standard practices, and our inability to adopt retail (direct-to-consumer) tactics has limited our ability to offer cash-pay programs in the past. A similar model specific to our industry needs to be adopted to tranform the following ideas into retail services/products.
1) Consumer programs – great idea because it takes services we already offer through PT, and re-packages it for the retail market. It needs to be attractive, and needs a marketing scheme as mentioned above.
Screens, Pre-surgical, Activity management, Cardiopulmonary, Anodyne, Concussion testing, Quick-Fit testing, Massage therapy, Neuro (CIMT), ATC training programs (retail consumer), Sport specific programs/training (Elite model)
2) Employer programs – same concept but different end-user -Screens, Activity management, Quick-Fit, Massage, ATC, Professional education seminars, Gym, Offsite training
3) Team/group programs –Screens, Quick-Fit (sport specific assessments), Massage, ATC/memberships, Gym, Sport specific programs/training, Offsite training
4) Eldercare facility programs –Screens, Group wellness, Massage, Contract PT, Ride-share
5 and 6 are outside “normal” scope, but still leverage “core” competencies
5) Sub contracting services - Off-site PT contracting, Medical Billing Services
6) Retail Pro Shop - Hard/soft goods, PT/ATC specific, Gym specific
All these ideas were generated in the War Council meetings, but I reorganized them. I hope this organization helps us define potential sales models necessary for each segment. The pricing diagram (above) does not necessarily have to change; however, sales, promotion, and marketing objectives are different for each segment. These differences will need to be defined, and will help us shift from the idea to the implementation stage.
I think most (if not all) these ideas have always floated around (Jim Glinn...idea man), but it’s the paradigm shift from the healthcare model to the retail model that stands in our way, and even worse, a combination of the two (at least until the industry adopts a true retail healthcare solution). To date we have an extremely powerful package of core competencies that simply need retail packaging. The packaging is more than just a new brochure, web page, and pricing; rather, it is a combination of all 5 levers outlined in the diagram. Additionally, we lack sales expertise, so we either need to pull from those individuals that have this experience within the organization, bring in outside experience, or transform those individuals that are most adaptable. Not only does the centralized organization need to adopt a retail model, but each individual storefront (clinic) needs to OWN the retail model.
Thanks Casey! For the new marketing stars out there... we're using the blog to brainstorm strategies to combat healthcare changes...
ReplyDeleteIn response to the how to generate more referrals email:
ReplyDelete1. More agressive marketing to non-referring physicians:
It seems as if there should be agressive marketing to ALL physicians.
2. Diabetic, cardiac rehab, obesity pt's:
These are 3 major health issues in America, how are we not capitalizing on them? It seems that in the past these programs were introduced, but not really focused on. I think these 3 issues could be a huge referral source. I would say focus marketing mostly to the community. Get people to go to their doctor and request us.
Ideas on how to do that:
- Assess current patients on these issues. Offer a free assessment at the end of treatment.
- "Coupons" for free wellness assessment focusing on the 3 health issues above. Have it be a scheduled assessment to add more value. Coupon link on website and in clinics.
- Target local gyms/ health food stores. Flyers on our programs on gym bulletin boards.
3. Post rehab follow up communication:
Definitely important!! Perhaps a follow-up "survey" could be created. Instead of a mailer survey, personalize it with human interaction...a phone call..
I think this could best start with a paper survey on the patient's last PT appointment. This could include a how did we do, rate your pain pre-PT and post-PT...
follow-up on this survey 2 weeks following "discharge" (for lack of a better word). Ask how current pain status is?, HEP going ok?
Review patient's new patient paperwork.
We ask in the paperwork if they experience any of the following health issues:dizziness, shortness of breath, poor balance, numbness/ tingling (to name a few)... if they are experiencing these things inform them of programs we offer that could help. I.E.: vestibular issues, diabetic issues, gait abnormalities. In these cases we will need to be dedicated in doing the footwork... taking that extra step to get that referral... ACCESS.
5. Eliminate discharge:
I completely agree with this. Creating "phases" of PT is an excellent idea. Getting people to want to pay for this out of pocket (as most insurance won't cover maintenance PT) will be the challenge. I think if we can offer a program that is valuable we can get the buy. It will be important that we exceed their expectations.
7. Carbon copied referral pads:
Seems costly and unnecessary. MD's handing the PT referral directly to the patient and expecting them to follow through with treatment may not always pan out the way it should. Lets face it... some people need a babysitter and some people may not quite understand why it would be necessary for them to come to PT. It would be awesome if we could give a brief description of why PT is helpful and maybe even go further and briefly explain how our programs can help on the referral pad itself.
We could also create an easy referral fax cover that the MD's can complete in addition to the hand given RX to patients.
8. Direct to public marketing/ outreach:
FOR SURE!! At this point it seems important that we try and work around focusing mainly on physician marketing, although we need to be careful not to step on physicians toes. Reverse referral is best as previously discussed.
I have to say that the most important referral sources we have at this point are the patient's we are currently treating. Word of mouth is huge!
While we cannot move forward through retail sales and marketing what about approaching the medical providers with an agreed fee program.In a previous life we used this approach in a highly regulated industry (personal lines insurance) with some success. It appears our market penetration in California would allow us to move in this direction.
ReplyDeleteHow to generate more referrals?
ReplyDelete1.More aggressive marketing to non-referring physicians.This is very tough and time consuming and very little return on the investment. A company can spend lots of dollars in the area of advertising with this type of marketing.
2.Diabetic, cardiac rehab, obesity patients (2-5 visit protocol) low hanging fruit. Maybe worth exploring sometime down the road.
3.Post rehab follow up communications.
Yes, put this into place.
4. Extension for uncovered benefits
A clinic needs to make this decision.
5. Eliminate discharge or graduation and funnel clients into other programs, expand wellness services available.Yes. See my comments below on retaining current referrals.
6. Offer full body screen for other possible ailments that may need further physical therapy evaluations and treatment that can be given at time of discharge. Yes.
7. Carbon copied referral pads for specific providers-BD to p/u carbon copy from MD offices that have difficulty getting referrals to PT clinic. (limits referrals that fall through the cracks) We currently offer this service to referral sources. This is a service but it doesn’t mean a BD person needs to pick up the referrals. An employee within the Clinic can do this job and start to build a relationship with the office staff. I know one PT office that picks up 15 referrals a day from one referral source and has been successful. Food for Thought!
8. Direct to pubic marketing of our services/outreach. Yes. See my comments below.
9. Activity Prescription Program (based on the Exercise is Medicine model)-market program to MD’s as a PT referral they should be making each time they recommend exercise/activity for general health to a patient. Maybe, look into for the futher.
10. Look to new referral sources in “less desirable” populations (pain mgmt)No, this is a waste of time.
How to generate more referrals?
ReplyDeleteMy overall comment is in order to generate more referrals within the Clinics let’s begin to focus energy with the current patients that are coming into the Clinics. We miss many opportunities every time a patient comes in the door. We have a base of business within the Clinics but we continue to try and recreate it everyday. We need to do a better job with the referrals we capture everyday and build off of that business.
We need to have an in-house computer system that can track every customer, send out notifications and updates and maintain communications.
We also need to work on building the very best staff within each Clinic and training them to promote services within the Clinics. Recently, I was asked by one of my clinics to please list five things that I believe represent high “quality of care”. This Clinic wanted ideas that would allow them to create higher volume without sacrificing quality. I thought this was a good exercise and maybe it is something that should be asked of all employees. I think it is extremely important to have each person on the team on the same page. This will assist us as we look into future changes and to create additional referrals within the company.
Couple of ideas:
•Direct Patient Education and Marketing.
•We generally need to be more aggressive in are outreach programs to patients.
•Physical Therapy Concierge. This would be an employee within each Clinic who would tell our story and at the same time, educate the customer on what we can offer for the rest of their life. The Clinic can begin to sell the “Physical Therapy Experience” to everyone that they come in contract with. The theme we should push would be “ See your Physical Therapist every year for a Health Check.”
•Create a company DVD that can be used as an introduction into Physical Therapy for patients, physicians/staff, direct marketing to the public. Sell the story. This DVD should be played on a TV in the waiting room and a copy can be played while a customer is on hold on the phone. Copies should be given to each customer.
•Set up a referral program for current patients coming into the Clinics. Expand on the program and set up an incentive program to refer your friend and family to us.
•Create a one page simple educational marketing piece emailed or mailed out to every patient each month. This piece will act as a reminder of the very latest in the physical therapy world and continue to educate them on future programs we are offering, etc.
•A small calendar could be sent out every year to remind current and/or past patients that we are “still here” and if they use the calendar, it will remind them every day.
•Direct the patient to go back to their physician and tell them about their experience with physical therapy. At that same time, take pictures of what the home exercise program should look like. Give a copy to the patient and mail a copy to the referring physician on what the patient is doing in the area of physical therapy. You’re giving out a tool that will educate the patient and physician in the area of physical therapy. Doctors and patients alike love this.
•Continue to create community partnerships and opportunities to create relationships for future referrals.
•Add some sections to the current web site; Ask The Expert, Question of the Week, Health Tools and Quizzes on Physical Therapy.
*I like Grant’s idea on refine cash rates for services rendered by program and by clinic. Advertise and offered this in Clinics to patients and make sure physicians are aware of this service.
There are a lot of really great ideas here, but to make them succeed I think we need to also find ways to change the culture and mindset of many Physical Therapists. Are they really ready to take it to the next level with their current paradigm?
ReplyDeleteWe can give the therapists and clinics the best tools in the world, but they will be doomed to fail if it's not supported by appropriate training. I'm not just talking about training for skills and procedures, but people skills too. Training similar to that of a Personal Trainer, Coach, and Salesman will provide the tools they need to succeed.