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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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key aspects of marketing
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
key aspects of marketing3
Key Aspects of Marketing
  • Identifying the needs of the marketplace
  • Offering services that meets those needs
key aspects of marketing4
Key Aspects of Marketing
  • Identifying the needs of the marketplace: Outcomes/Results
  • Offering services that meets those needs: Focus on Therapeutic Outcomes (FOTO)!
why is foto important to your marketing plan
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
why is foto important to your marketing plan6
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!
marketing process
Marketing Process
  • Identify Customers
  • Develop and Implement a Marketing Plan
  • Record Marketing Efforts
  • Analyze Marketing Performance
  • Revise Marketing Plan
identify your customers
Identify Your Customers
  • Physicians
  • Employers
  • Insurance Companies
  • Case Managers/Adjusters
  • Community/Patients
  • Schools
  • Sports Programs
what customers are most important
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
marketing process10
Marketing Process
  • Identify Customers
  • Develop and Implement a Marketing Plan
  • Record Marketing Efforts
  • Analyze Marketing Performance
  • Revise Marketing Plan
develop marketing plan
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?
what marketing methods do you suggest
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
what marketing methods do you suggest13
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
what aspects of foto do you market
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
what aspects of foto do you market15
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
foto marketing materials
FOTO Marketing Materials
  • FOTO Brochure
  • Certificate of Outcome Excellence
  • Center of Excellence Award
  • Letter to Physician
  • Letter to Insurances/Employers
  • FOTO Press Release
foto brochure
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)
foto brochure18
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
how do you market foto in your clinic
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
marketing process27
Marketing Process
  • Identify Customers
  • Develop & Implement Marketing Plan
  • Record Marketing Efforts
  • Analyze Marketing Performance
  • Revise Marketing Plan
how do you record your marketing performance
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
marketing process30
Marketing Process
  • Identify Customers
  • Develop & Implement Marketing Plan
  • Record Marketing Efforts
  • Analyze Marketing Performance
  • Revise Marketing Plan
analyze marketing performance
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)?
how do you analyze marketing data
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
marketing process37
Marketing Process
  • Identify Customers
  • Develop and Implement a Marketing Plan
  • Record Marketing Efforts
  • Analyze Marketing Performance
  • Revise Marketing Plan
revise marketing plan
Revise Marketing Plan
  • What marketing methods worked?
  • What marketing methods did not work?
  • What customers need more marketing focus?
  • Repeat Marketing Process
marketing your data
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
what marketing methods have given you the best results
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
what results have you seen with marketing foto data
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