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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 l.jpg

Marketing Your DataStrive Physical Therapy Kyle Schaneville, MPT, OCS


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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


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Key Aspects of Marketing

  • Identifying the needs of the marketplace

  • Offering services that meets those needs


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Key Aspects of Marketing

  • Identifying the needs of the marketplace: Outcomes/Results

  • Offering services that meets those needs: Focus on Therapeutic Outcomes (FOTO)!


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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


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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!


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Marketing Process

  • Identify Customers

  • Develop and Implement a Marketing Plan

  • Record Marketing Efforts

  • Analyze Marketing Performance

  • Revise Marketing Plan


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Identify Your Customers

  • Physicians

  • Employers

  • Insurance Companies

  • Case Managers/Adjusters

  • Community/Patients

  • Schools

  • Sports Programs


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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


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Marketing Process

  • Identify Customers

  • Develop and Implement a Marketing Plan

  • Record Marketing Efforts

  • Analyze Marketing Performance

  • Revise Marketing Plan


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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?


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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


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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


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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


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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


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FOTO Marketing Materials

  • FOTO Brochure

  • Certificate of Outcome Excellence

  • Center of Excellence Award

  • Letter to Physician

  • Letter to Insurances/Employers

  • FOTO Press Release


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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)


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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


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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


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Marketing Process

  • Identify Customers

  • Develop & Implement Marketing Plan

  • Record Marketing Efforts

  • Analyze Marketing Performance

  • Revise Marketing Plan


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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



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Marketing Process

  • Identify Customers

  • Develop & Implement Marketing Plan

  • Record Marketing Efforts

  • Analyze Marketing Performance

  • Revise Marketing Plan


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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)?


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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




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Marketing Process

  • Identify Customers

  • Develop and Implement a Marketing Plan

  • Record Marketing Efforts

  • Analyze Marketing Performance

  • Revise Marketing Plan


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Revise Marketing Plan

  • What marketing methods worked?

  • What marketing methods did not work?

  • What customers need more marketing focus?

  • Repeat Marketing Process


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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


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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


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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




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