There was a slight delay of my email marketing interview with Nitin Chhoda PT, DPT, so I’m going to finish the 3-part series on my learning highlights at the 2012 PPS annual conference and publish that interview in the next couple weeks.
One of the sessions I attended was titled Wellness Deliverables in PT Practice and Jennifer Gamboa, PT, DPT, OCS, MTC was a co-presenter. Jennifer is founder and President of Body Dynamics, an incredibly impressive out-of-network Physical Therapy and wellness/fitness business. I’m guessing that this is the largest cash-based PT practice in the nation and she has done an amazing job at also utilizing complimentary services such as massage, personal training, pilates, nutrition, etc to increase cash flow and make her business a one-stop-shop for all her clients’ PT, fitness, and wellness needs.
Much of her presentation focused on the use of “Fitness Physicals” to generate a massive amount of cash-based business, and to create comprehensive programs to address any dysfunction and/or barriers to exercise that attendees may have. However, the big lesson I learned from Jennifer was not related to these Fitness Physicals … At the end of the presentation, I was able to ask her a question that went something along the lines of:
“Like you, I have a 100% cash-based PT practice. I find that most of my new patients come from word-of-mouth, and that very few are referred by Physicians because they tend to avoid sending patients where they can’t utilize their insurance. For this reason I almost never spend time marketing to MDs. Do you experience a similar situation at your practice, and if you do market to Physicians, how do you convince them to send patients to an out-of-network PT clinic?”
Getting referrals from physicians
She said that the majority of her referrals are also via word-of-mouth, but that she and her PTs do market to Physicians in a specific way (I’m just gonna say up front that I love this idea, and like many of the marketing tactics described at this site and in my cash-practice guideook, it is equally applicable to insurance-based clinics).
They invite local Physicians to give a presentation on their medical/surgical specialty or a related topic. Before the presentation, the PT staff at Body Dynamics will do extensive research and literature reviews of the topic, so when the MD arrives, he/she is blown away at their level of knowledge and the questions that are asked. The Physician leaves incredibly impressed and highly motivated to send patients where they know the Physical Therapists understand their particular type of patient so well; even if it’s at an out-of-network clinic.
Brilliant. Hopefully I can interview Jennifer for this site someday.
Have you ever utilized this tactic, invited Physicians to present to your staff, or presented to a group of Physicians yourself? Tell us about it in the comments below and share any lessons you learned along the way.
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This is a great idea. I know Jennifer. She and I went to the same DPT program. I’ve been to her space in Arlington several times. She recently moved her practice location and I’m sure she will continue to have great success and be an excellent example to all cash-based PT practices.
We are in a similar boat when it comes to how we market our special brand of service to the public. We find that while many physicians in our area understand the higher level of client satisfaction and outcomes that their patients will experience in a clinic like ours but they still are hesitant to send people our way when most patients balk, at least initially, at the idea of having to put money up front to be treated.
While we haven’t had physicians come to us to present (we will definitely try this out), we have gone so far as to invite physicians to our clinic to experience the free consultation that we offer to all PT clients. This gives them some good one-on-one time with us and also appeals to their own physical needs. Most of us deal with pain in some form or another. The orthopedic physicians are not immune to pain when higher level activity is the goal. It’s no coincidence that a large portion of our client base is physicians. In addition, just as they have been doing at Body Dynamics for many years, we offer a wide variety of personal fitness, sports specific assessment and training, and strength & conditioning services. In this way, even if physio doesn’t appeal or is not appropriate, we have the ability to improve our clients’ level of physical performance in such a staggering way that it engrains our brand with that client as the go-to-place when it comes to any issues with physical performance. If/when that client needs service from the physio side, they are unlikely to go anywhere else.
I wrote an article for Impact Magazine, the PPS periodical, in July of 2010. There I briefly describe our ‘niche’ but moreso how other practice owners can inject cash-value service for the advancement of their physio practice. While it may not be for everyone, it’s certainly helped us grow our brand over the past several years. I sincerely hope that more PTs will do as we are to advance the value that the public expects when they seek physical therapy.
Thanks for the post. I will definitely keep reading.
Best of luck.
Carlos
SPARK Physiotherapy
Alexandria, VA
Thanks so much for the comment, Carlos. Sounds like you guys are doing all the right things, and have a very impressive practice! Are you 100% out of network or offer a mix of cash based and insurance based treatment services?
It’s also great to hear your approach to bringing physicians in as patients themselves. Thanks again for sharing your experience with us.
Thanks for the input guys. I think the approach of having physicians doing inservices is context based. I work in NYC, and the doctors that deal with out-of-network or cash patients are SO busy that is is difficult to get them on the phone for 2 minutes, let alone have them present. The bigger problem is breaking through that barrier. Many physicians who are successful have “their guy” that they refer to, who is “good enough” and gives them business.. there are more PT’s than good Ortho’s, so it is challenging to get your foot through the door initially. Even offered your services for free to the MD gets a quick rejection because 20 other PTs have tried the same thing that month. How to connect with Dr.s in such a competetitive environment?
One trick I’ve found is going with patients to see their Dr. when they have an appointment. It shows you care about your patient and are willing to go the extra mile. It also allows you to meet the Dr. and staff face to face.
Any tricks that you guys have that could work? Thanks, great work all!
Great suggestion, Dmitry. Thanks so much for sharing it with us. I’ve accompanied patients on their Physician office visits a handful of times and have found it a very positive experience in most cases. I also have to say it’s nice to hear that the out-of-network Docs in NYC are so busy… lots of opportunities up there!