Strategic Marketing and Public Relations for Today

michellecollie
By Michelle Collie, PT, DPT, MS, OCS

Health care continues to evolve, and despite many people’s concerns I believe the future of private practice physical therapy has the potential to be excellent. However, ongoing research demonstrating the effectiveness and value of physical therapy, providing excellent care, and getting results, are unfortunately not the only drivers for a future of success. Strategic marketing and (public relations) PR must be utilized to ensure that our value and our role in health care is messaged, so our practices and profession can thrive.

The Customer

StacyMenz
By Stacy M. Menz, PT, DPT, PCS

This issue of Impact focuses on the customer. In the physical therapy profession, regardless of our practice areas, each patient represents a unique set of needs and circumstances that must be looked at as a whole. Only in this way can we provide true customer service that will keep our customers coming back and prompt word-of-mouth referrals.

Customer Service and Compliance

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Recent developments affecting physical therapy practice.

By Paul Welk, PT, JD

When considering the relationship between private practice physical therapists and their patients and customers, legal compliance is likely not the first consideration that comes to mind. However, two recent compliance developments relate directly to the physical therapy provider/customer relationship. Specifically, this article summarizes changes in the Department of Health and Human Services Office of Inspector General’s (OIG) interpretation of “nominal value” in connection with gifts to Medicare and Medicaid beneficiaries and the OIG’s new safe harbor for free or discounted transportation, and how each of these changes affects the customer relationship.

Growth with Hospital Contracts

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By Paul J. Martin, PT, MPT, CSCS, CBI, M&AMI

The new reality in most markets is that large private equity–backed companies have acquired your competition, and are growing. So how do you as an independent private provider protect your market share? Grow!

A hospital outpatient contract is a tremendous strategy for growth. Hospitals are looking for ancillary programs that can assist in carrying out their mission. In most cases that mission is to compete against other local health systems, and gaining the full support of their physicians is paramount to their success.

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