Market to Referral Sources with the Best ROI.
By Michael Connors, PT, DPT, PhD
We all utilize similar metrics when tracking marketing success such as number of referrals from a referring provider. While this is a good way to track the overall number of referrals from a specific referral source, we can also examine quality versus quantity. How often do you analyze the payer mix or revenue generated from a specific referral source? If you are only counting numbers of referrals from a specific provider, you may be missing an opportunity to better manage your business. You need to manage your referrals the same way you manage your expenses. When you do, you will see the true return on investment (ROI) from each of your referral sources and be in a position to prioritize your marketing efforts to best maximize your ROI for referrals.
Have a consistent message throughout your entire business.
By Michelle Collie, PT, DPT, MS
Lots of physical therapists get a queasy feeling in the pit of their stomach when marketing is mentioned. They picture a sleazy used car salesman or even a therapist making false claims of how amazing he or she is. Marketing is a broad subject, with one article giving 72 different definitions.1 In reality, marketing is simply about letting people know who you are and what you can help them with. A business dictionary definition states:“Marketing has less to do with getting customers to pay for your product as it does developing a demand for that product and fulfilling the customer’s needs.”2 Simply put, marketing is about messaging. Maybe changing the terminology from marketing to messaging will help you feel better about this essential component to your business.
Part 1 of 3
By Mary R. Daulong, PT, CHC, CHP With Alicia Nevins Mahoney and Teresa Daulong
While we typically focus on issues related to payment compliance, it is paramount that we understand what other federal regulations apply to us as practitioners in the health care business arena. Understanding the laws, performing associated risk assessments, developing policies and procedures, educating the workforce, monitoring compliance with the statute, and enforcing their requirements is the only way we can mitigate our risk and safeguard our practices.
This article will focus on the Health Insurance Portability and Accountability Act (HIPAA), based on HIPAA questions posed or violations noted from 2016–2017.
Why you should consider hiring a communications professional.
By James McKay, PT, DPT*
My career in radio started while earning my bachelor’s degree in journalism and mass communication from St. Bonaventure University. I landed a coveted internship at WXRK, the home of Howard Stern, during my senior year. After graduation I wound up as the program director of two radio stations simultaneously on top of hosting my own afternoon drive show in a top 75 market.
I found my way to physical therapy after hearing what a therapist’s day was like, and what physical therapists were able to do for others. Once I got into physical therapy school, I hung up my headphones and hit the books, leaving broadcasting behind forever . . . or so I thought.
Thomas DiAngelis, PT, DPT | 2017 Robert G. Dicus Award Winner
Thank you, Mr. President. Terry, they say that friends are people who know all about you but like you anyway. Thank you for being a friend. It is truly an honor to have you present me with this distinguished award.
I would like to thank the awards committee for considering me for this award and the PPS [Private Practice Section] board of directors for approving the committee’s recommendation. I would also like to thank a dear friend, colleague, and mentor, Peter Towne, for initiating the process—thank you, Peter. And to those who wrote letters of support, although I have spoken to you all personally, I want to again express my appreciation. When I received the packet that included the letters you all had written supporting me, they brought tears to my eyes. To think that you, all extraordinary individuals and leaders that I have the utmost respect for, wrote letters on my behalf. I can’t thank all of you enough.