Differentiating Physical Therapy Practices aka. Marketing

Spinal Manipulation: 3^rd Annual Update for Physical Therapists, Osteopathic Physicians, and Medical Doctors (Beginner: March 16-17; Advanced: March 18-20).

We have 2 more days of this annual course which is highly recommended if you are looking for professional development (not just con. ed. credits). The faculty is multicultural and multidisciplinary (Peter Gibbons (Australian MD and Osteopath) and Phil Tehan (Australian PT and Osteopath); Bill Kinsinger (American MD); Dave Johnson (American PT) as well as yours truly) so while the focus is similar, the perspectives are broad. The dates for next year’s course have not been established yet but if you are interested forward your contact information to Dave Johnson (Dave-Johnson@ouhsc.edu). Evidence In Motion faculty will be involved next year as well.

During the discussion on marketing, the following comments were made by Physiatrist participant on what differentiates physical therapy services for him (ie. marketing). I found his comments enlightening and thought you might as well:

1. It is about relationships. His ability to interact and dialogue on patient cases with someone he understand is important.

2. Stability: He wants to know you are going to be there: not just the next 6 months,  but the next 6 years.

3. Timely reports: He wants to have the PT report in hand when they their patient arrives for a follow-up visit, otherwise the value of that visit is limited. Your report is the desired      window from which he can assess the benefit derived from what he referred his patient for (ie. physical therapy).

4. Limited reports: “The facts ma’am, just the facts”. He finds PT jargon  irritating. Document in commonly used medical terms and not PT or manual therapy speak (ie. mechanical back pain vs upslip, downslip, ERS left, etc.)

5.  Limited reports: If you think the patient needs additional medical testing, pick up the phone and call. If you document this in the patient chart, then merely state that further medical work-up is necessary or suggested. From a medico-legal perspective, this doctor (and his colleagues) cringe when the PT documents that a patient needs a particular procedure (MRI, EMG, lab testing). He now feels obligated and that this puts him at jeopardy if a case comes up and that particular procedure was not done or ordered.

6. Limited reports: Typed and direct- what is the patients status and results, what interventions were rendered, and recommendations for continued or terminating physical therapy.

7. Seen by the therapist: This was a BIG one. He wants to know that his patient (don’t forget, in a referral based system ultimately it is his patient) is going to be seen by a therapist, not just a technician. If his patient is not seen by the PT, then he views it as a waste of time.

8. Be Nice: Plain and simple, he ended his comments by saying that he REALLY wants to know that his patients will be treated nicely the PT to whom he sends his patients.

Come Monday, remember to be nice, regardless of how you feel or how blue or bright it may be…everyone’s well-being depends on it (I think we first learned this one in Kindergarten, right?)

Have a great Sunday!

Rob

Comments

[DM]

Rob:
I am requesting permission to post your message on a state association list serve and dissiminate it to physical therapy students.

Thank you,

DM

[Brian]

Rob and others:

You did a nice job capturing the Physician's comments regarding communication and relationships with PTs. Now, if we could all just create situations that would capture the attention and interest of physicians, it would all click. He is unique, in my estimation, because he clearly cares about the treatment of his patients beyond his own office.

Brian