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Marketing Your Data Strive Physical Therapy Kyle Schaneville, MPT, OCS

Marketing Your Data Strive Physical Therapy Kyle Schaneville, MPT, OCS. Key Aspects of Marketing . Making customers aware of products and services Attracting new customers to a product or service Keeping existing customers interested in a product or service

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Marketing Your Data Strive Physical Therapy Kyle Schaneville, MPT, OCS

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  1. Marketing Your DataStrive Physical Therapy Kyle Schaneville, MPT, OCS

  2. Key Aspects of Marketing • Making customers aware of products and services • Attracting new customers to a product or service • Keeping existing customers interested in a product or service • Building and maintaining a customer base for a product or service

  3. Key Aspects of Marketing • Identifying the needs of the marketplace • Offering services that meets those needs

  4. Key Aspects of Marketing • Identifying the needs of the marketplace: Outcomes/Results • Offering services that meets those needs: Focus on Therapeutic Outcomes (FOTO)!

  5. Why is FOTO Important to Your Marketing Plan? • Offering something that your competition does not • Detailed Outcome Reports • Functional Health Scores • Total Visits/Duration • Cost

  6. Why is FOTO Important to Your Marketing Plan? • “One word will determine the long term vitality of Physical Therapy as we enter the new century…RESULTS!”: Pam Duncan, PT, PhD, FAPTA • Bottom Line: RESULTS!

  7. Marketing Process • Identify Customers • Develop and Implement a Marketing Plan • Record Marketing Efforts • Analyze Marketing Performance • Revise Marketing Plan

  8. Identify Your Customers • Physicians • Employers • Insurance Companies • Case Managers/Adjusters • Community/Patients • Schools • Sports Programs

  9. What Customers Are Most Important? • All are important • You must identify where to focus your efforts • Depends upon payer make up • If your payer make up is mostly Worker’s compensation, focus on case managers, employers etc. • If Medicare, focus on physicians and the community • Community/Patients • Physicians: Referral Source • Employers: Make referral decisions • Risk Managers

  10. Marketing Process • Identify Customers • Develop and Implement a Marketing Plan • Record Marketing Efforts • Analyze Marketing Performance • Revise Marketing Plan

  11. Develop Marketing Plan • Determine which customers to focus more time/effort on • What customers are most important to you? • Determine marketing method/plan for each customer • What materials to use? • What issues or topics to cover? • What method to discuss, deliver, or present the material?

  12. What Marketing Methods Do You Suggest? • Physicians • Best to discuss reports; either individual patient or group of patients • Include results and graphs • Demonstrate outcomes on specific areas. For instance, podiatrist market outcomes on foot/ankle. Knee surgeon review outcomes of knee patients. • Community/Patients • Newspaper advertisement/Press Releases • Newsletters • Free community education/seminar • Radio

  13. What Marketing Methods Do You Suggest? • Insurance • Newsletters/Announcements sent to case managers, adjusters etc. • Quarterly Outcomes presentation • Employers • Outcomes presentation • Certificate of Excellence Announcement • Newsletters

  14. What Aspects of FOTO Do You Market? • Average number of visits • Important to physicians and employers • Important in WC as to return to work • Separate out specifics for body area & care type based on customer needs or interests • Average Duration/Length of Stay • Important in WC cases • Sports athletes important in return to recreational activities • Measure our quality of care by utilizing health related quality-of-life (HRQL) outcomes

  15. What Aspects of FOTO Do You Market? • Patient satisfaction • Quality and value of our services compared to other rehabilitation providers • Utilization Index • Value Index • Effective marketing tool to insurance payers and WC case managers

  16. FOTO Marketing Materials • FOTO Brochure • Certificate of Outcome Excellence • Center of Excellence Award • Letter to Physician • Letter to Insurances/Employers • FOTO Press Release

  17. FOTO Brochure • What are we measuring? • Change in patients health status • What risk adjustment procedures do we use? • Impairment categories by age, severity, and acuity • How do we get external comparison reports? • Data sent to FOTO (national data base company)

  18. FOTO Brochure • How do we know FOTO’s process is valid? • Health status measures used are the gold standard • How is the data collected? • Questionnaires on computer • How can the information be used? • Track outcomes of referral sources

  19. How Do You Market FOTO In Your Clinic? • FOTO on the clinic door • FOTO Excellence Certificates on the walls • Internet site • Hand patient’s information regarding FOTO • pamphlets

  20. Marketing Process • Identify Customers • Develop & Implement Marketing Plan • Record Marketing Efforts • Analyze Marketing Performance • Revise Marketing Plan

  21. How Do You Record Your Marketing Performance? • Marketing effort is recorded on Excel Spreadsheet • Customer Name • Date • Type of Marketing • Time/Cost involved • Staff involved • Follow up

  22. Marketing Data Entry Table

  23. Marketing Process • Identify Customers • Develop & Implement Marketing Plan • Record Marketing Efforts • Analyze Marketing Performance • Revise Marketing Plan

  24. Analyze Marketing Performance • Important to document and evaluate how each marketing project performed • Did it help increase business? • Did it help establish new relationships? • What was the return on the investment (time/cost)?

  25. How Do You Analyze Marketing Data? • Data is analyzed on a Pivot Table and Graphs • Graphs help give you a quick snap shot of success and progress • Helps identify customers that have increased referrals • Helps identify productive marketing methods

  26. Marketing Results 2001

  27. Marketing Results 2002

  28. Marketing Process • Identify Customers • Develop and Implement a Marketing Plan • Record Marketing Efforts • Analyze Marketing Performance • Revise Marketing Plan

  29. Revise Marketing Plan • What marketing methods worked? • What marketing methods did not work? • What customers need more marketing focus? • Repeat Marketing Process

  30. Marketing Your Data • Consistency is very important • Set a schedule to help maintain marketing consistency • Review Quarterly Reports with Customers • Send FOTO reports to physicians, case managers etc. • Send initial FOTO with evaluation summary letter • Send follow up and/or discharge FOTO reports with physical therapy reports

  31. What Marketing Methods Have Given You the Best Results? • Face to Face discussions with physicians reviewing outcomes and reports • PowerPoint Presentation • FOTO patient reports • FOTO quarterly reports • Discussions with employers • Advertising

  32. What Results Have You Seen With Marketing FOTO Data? • Increased Referrals/Business • New referral sources due to outcome reports • Surgical • Occupational Medicine • New Contracts: employers and insurances • Increased Community Awareness regarding our company

  33. THANK YOU!

  34. Questions/Comments

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