9/20/2016

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Marketing for Practice Administrators

Lynn Steffes, PT, DPT

Steffes & Associates Consulting Group

steffbiz@gmail.com

www.steffesandassociates.com

Disclosure

• Lynn Steffes, PT, DPT is Owner/Consultant with Steffes & Associates Consulting Group, LLC

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Who are your Customers?

• Current Customers

• New Customers

• Lost Customers

• Heavy Users

• Potential Customers

Target Groups

• Internal Customer Service

• Referral Relations

• Third‐Party Payers/Work Comp

• Public Relations/Community Outreach

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Define & Understand your Competition

• Mystery Shop

• Ask Referral Sources

• Ask Consumers

• Visit Websites

• Google Them

• Watch for them in Advertising Media

• Collect their media

• Ask colleagues

• Ask YOUR patients!!

What are your

Core Services? Strengths?

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And…

Weaknesses Opportunities

Purple Cow

• What makes your clinic/experience remarkable and memorable?

• What have we done to achieve this?  Today?

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Creating Happy Customers:

From the Inside‐Out??

• Culture of Organization

• Hiring

• Orienting/Training

• Measuring

• Coaching

• Rewarding

Fish

FISH: Philosophy

• Choose Your Attitude

• Play

• Make Someone’s Day

• Be Present

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FAB Four…

• First Impression

• Friendly Facilitator

• Facility Atmosphere

• Financial Savvy

First Impressions…

• Knowledge at the Front Desk is powerful & persuasive

– Know your Programs, Staff & Services well• Observe, experience learn about programs & 

services

• Have brochures, FAQ sheets handy to use in explaining services

• Know how to “brag about” your programs, staff

• Know when to refer questions to a therapist

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Transparency…

– Be prepared for transparency in your communication on Financial/Insurance Questions

• Know your in‐network‐ out‐of‐network status– Be prepared to respond to objections on out‐of‐network 

status

• Know Patient Responsibility Information/How to find it & get back to patients

• Know your cash policies & pricing

Direct Access

– Why is this so important?

– Know how to handle Direct Access issues

• What payers situations can you schedule Direct Access?

• What payers/MDs/Situations you can offer to call & get a referral for as needed?

• What alternatives you can offer in the way of Screenings to insure that the caller becomes a patient without a referral barrier?

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Greet with enthusiasm & WARMTH!

– Use Greeting Scripts

– Be personal‐ learn something personal about clients & interact warmly

– Meet & greet patient first

– Meet & greet family/friends who accompany them

– Anticipate & Assist

THE Autonomous Practitioner Question:

• Do you or your family have a physical therapist?

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PT Utilization Data

What are the Barriers to Therapy?

• Market Image– Last Resort– Only Related to Pain

• Time– # of visits– Duration of Care– Homework!

• Money– Issues with Insurance coverage – Patient Responsibility

• Referrals Needed adding to time & expense

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Friendly Facilitator

• Arrival Management– Front end scheduling

– Confirmation of Appointments

– Attendance Policy

– Refrigerator Magnet

– Follow‐up calls for frequent no‐show/cancel patients

– Demonstrate concern & problem‐solving to assist patients in rescheduling visits

– Share examples of patient stories where attendance translated into better results

Arrival Management– Baseline Arrival Rates

– Challenges 

• Staff

• Programs/Services 

• Clients

• Times

• Days

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Arrival Strategies cont’d…

– Interventions

– Confirmation of Appointments

– Pre‐Calls/E‐mails

– Prompt calls on NS

– Message on NS 

– Therapist Communications

Arrival Strategies

– Intake

– Refrigerator Magnet

– Business Card 

– Establishing the value of their participation

– Attendance Policy

– Front‐End week Scheduling

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Your Rehab Team Introduction Script

Singing their Praises;

Name & Credential

Our Patients love her/him…

She/he is our ____ Guru

You will ____ her/him

I hope you have a chance to work with them!

Visit Value…

• Reinforce value of Visits

– Compliment & Confirm upon Exit 

– See Script #4

– Thank patients for their timely attendance

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Be Promotional

– Connect with your referral sources’ office & admin staff

• Develop relationships

• Ask questions

• Seek feedback

• “Court them”

• Keep therapy staff aware of pt feedback & customer service

• Track & report referral patterns & trend

First Impressions!

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The Voice!

The Message

• Promotional

– Friendly

– Empathetic

– Accommodating

– Reassuring

– Convincing

• Transactional

– Efficient

– Informational

– Resourceful

– Confident

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Transactional

• What information do you need?

• What information do they need?

Patient Phone InquiryInquiry Procedure:• The CSS should please 

get their name, address, phone number and e‐mail address.

• The CSS should mail them the inquiry packet 

• Enter their information into Practice Management System and for the for the status code you will select “called but not scheduled”

Phone Inquiry Packet:• The inquiry letter

• Patient education sheet for that particular body part

• Director’s Business Card

• Brochure• Free Consult

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Completion: Beyond the 1st Impression

New Patient Packet:

– This is given to the patient the day of their initial evaluation

– Included in the packet:

• Brochure, Meet Your Team, Welcome Letter, Privacy Practice, Referral Program Flyer and Free Screen or Business Card

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New Patient Letter:

• Send this signed letter after the initial evaluation

• Communicate via electronic portal‐see: www.hability.com– This is mailed to the patient after their initial evaluation. 

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Managing Arrival

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Pro‐Actively Manage Arrival

• Scheduling promptly

• Scheduling Eval + 1

• Attendance Policy & Communication Strategies

• Therapist <> Patient Contract & Commitment

• Scheduling Out 2 weeks

• PrimeTime Scheduling

• Rescheduling Scripts

• Follow up on Drop Offs

Referral Program Thank You Card:

• This is sent to those that have referred a patient to us

• The Front Office should send the thank you card

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Patient Testimonial:

– Patients should share their success stories with us and their doctors. Please encourage your patients to write up their testimonial. 

– Be sure that the patient signs a testimonial/photo release form so we can use their testimonial for marketing purposes. 

– Once we receive the testimonial the Front Office should scan the signed release and the testimonial.

– The FO should type the testimonial up and print a copy to be used in promoting rehab services.

– The FO should send the original testimonial to their doctor along with the MD physician letter.

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Discharge Letter:

• Send this letter 30 days after discharge to the previous patient

• Include the following items:

• Referral Card

• Annual PT Physical: 

• Invite All prior Patients to an Annual PT Check Up

• Include a Bring a Friend Card

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FOLLOW UP:RE‐MARKETING YOUR PATIENTS!

30 Day Follow Ups:

• Run a report that will show you who has had an appointment in the last 30‐60 days but has not had an appointment in the last 0‐29 days.

• Any patients appearing on this report must be called over the next 30 days by a clinician to check their status and see how they are doing.

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Long Term Follow ups

• The Screenings

• 4‐6 Month Call or Tune‐Up

• Annual PT Evaluation

Creating a “Referral Engine”John Jantsch (Also Author of Duct Tape Marketing)

• Determining your Chief Competitive advantage(s)

• Identifying your Ideal Customer

• Creating your Core Message

• Communicate Desire for Referrals from start!

• Providing the Tools for Referring!

• Recognize & Reward

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Your Customer’s Circle of Influence

• ________ 

• Peer‐to‐Peer selling

• Youth

• Family

• Friends/Colleagues

• MDs‐ Dentist, Chiro, Massage therapist, Podiatrist

• Coaches

• Employer

• Their own businesses

• Others?

Integrating Personal Selling with Social Media

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Personal Selling Opportunities

• Current /Past Patients

• Referral Sources

• Employees Leveraging Relationships

• Community Contacts

• Community Events

Engagement …• Calls

• Handwritten Notes

• Invitations to In‐person events

• Patient Boards

• Invitations to Webinars

• How‐To Guides

• Personal E‐mails

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Social Media Opportunities• Website

• E‐Newsletters

• E‐Mail

• Texting

• Facebook

• Twitter

• QR Codes

• Linked In

• Yelp

Facility Atmosphere

• Clean– Dusted (including artificial plants!)– Smells nice (consider plug‐ins, diffusers, etc)– Warm enough?– Place for coats, etc– Carpets for cleaning soiled shoes/boots as needed

• Uncluttered Reception Area– Organized paperwork supplies behind the desk– Ready with intake paperwork/Logo Pens to fill out paperwork– Covered/closed storage for supplies– Notices to patients posted in frames neatly (NO Scotch taped 

notices hanging!)

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Professional:

– Name of Receptionist posted/name tag

– Wear logo‐wear or professional attire

– Licenses Posted in uniform frames

– Certifications & Awards

– Business Cards Accessible

– Privacy precautions taken

Promotional:

– Proper signage on door with logo, phone #, website, hours of operation 

– Mission Statement Framed 

– Marketing material (brochures) available

– Marketing Posters in areas where clients, caregivers wait & can learn about your clinic, your staff, your programs

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Promotional cont…

• Notices that promote referrals:– “Referral of your Family & Friends is the Greatest 

Compliment you can give us!”

– “You have a Choice” Poster

• Bulletin Board with Thank‐you’s & Program Notices Posted in an organized fashion.

• Patient Suggestion Box with sign: “ We want to be your PT Provider for Life”  please offer any ideas, suggestions, comments to help us in our journey to be the best!”

Financial Savvy

• Patient Orientation– Office Staff review benefits 

& answer billing questions– Provide brief tour & intro 

specialty programs– Intro team members with 

positive praise– Ask about their previous 

experience with therapy +/‐– Ask who referred them

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Setting Payment Expectations

– Pt Billing Ltr & Financial Policy

– Establishing payment plan

• Cash Options

• Back‐up Credit‐Card options

– Point of Service Collections

Get ready to Grow!!!• Know the consumer 

environment

• Choose your Targets

• Know Your Competitors

• Exceed in Delivery

• Create your own Referral Engine!

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Contact Information

Lynn Steffes, PT, DPT

Steffes & Associates Consulting Group, LLC

414‐587‐0374

steffbiz@gmail.com

www.steffesandassociates.com

www.BrainyEX.com

2015

Patient Communication & Conversion Strategies:

Objection Topics Issue Response(s) Most objections provide us with the opportunity to reinforce & share our message:

See Below Share the PT VALUE PROPOSITION (PTVP): Research has demonstrated that physical therapy can reduce reliance on medication, enable you to avoid imaging studies & prevent many surgeries! Physical Therapists are trained to take a thorough medical history, provide careful hands-on diagnosis, offer you individualized treatment & teach you the skills to help you self- manage your problem/condition if it reoccurs. Many of our patients still find that by investing in therapy at a high quality clinic they save $$ down the road on medications, Dr visits, procedures & even surgery! PT offers a great LONG term solution! In fact, research actually shows that the quicker you get into PT the less costly your overall care will be!

Financial Out of Network We can check on your out-of-network benefits and call you back- we see many patients who are out-of-network! Share the PT VALUE PROPOSITION (PTVP): Our therapists can offer you an evaluation & work with you for a mutually agreed upon plan. We use both a hands-on approach during those visits to correct any mechanical problems we can address & give you a specific individualized program for you to do on your own! Many patients find that just enough to get better!

2015

Financial cont’d Can’t afford cash rates Share the PT VALUE PROPOSITION (PTVP): What would be affordable for you? Offer Credit Cards. Offer combination of formal therapy & self-care instruction.

Can’t afford co-pay/co-insurance

Share the PT VALUE PROPOSITION (PTVP): What would be affordable for you? We could set up a Payment Plan. Offer Credit Cards. Offer Care Credit

Can’t afford deductible Share the PT VALUE PROPOSITION (PTVP): What would be affordable for you? We could set up a Payment Plan. Offer Credit Cards. Offer Care Credit

NO physical therapy benefits on health plan

PT should be a mandatory covered service in 2015- Call / check on line of insurance & ask to see Certificate of Benefit (COB)

Others: NO prescription: Offer a free Screening first Offer to call/fax in a script for them Explain Direct Access in WI (dependent upon your setting) and what you CAN do without a prescription based on their third-party payer.

Not NOW! Did not make first appt… or patient out of town, in hospital, Jury duty, needs cash policy/rates. Needed STRONG, positive follow thru from registration or the front desk and/or could not motivate patient to come in just the same.

Share the PT VALUE PROPOSITION (PTVP): Follow up with e-mail, voice mail- Resources! Ask them about their condition. Based on their response talk to them about your experience with the benefits seen in a few visits with therapy. If you can offer a PT(s) who is available & trained in their position- describe how the patient should at least come in for screening or evaluation.

NO time for PT services Share the PT VALUE PROPOSITION (PTVP): Our therapists can offer you an evaluation & work with you for a mutually agreed upon plan- we use both a hands-on approach during those visits to correct any mechanical problems we can address & give you a specific individualized program for you to do on your own!

2015

Many patients find that just enough to get better!

No transportation Have a quick guide to public transportation available to e-mail them.

Not sure if I need PT or should I wait & see?

Offer to have a PT talk to them briefly about their condition. Offer a free Screening first.

Returning patient looking for their primary DPT that NO longer works at our clinic

Have a good idea of which current PT(s) are most like or trained with the prior PT- offer that PT(s) with their credentials.

Wanted a chiropractor Immediately offer a PT (s) that have/has strong manual therapy background & training. Explain that PTs that are manual-therapy-trained can perform both manipulations & add exercise & soft tissue work to make sure that the muscles around the spine are flexible & keep the alignment after manipulation. Share the PT VALUE PROPOSITION (PTVP):

Walk through tour- no schedule Be sure that they meet an available PT & get a free screening immediately if at all possible! Offer to verify benefits & schedule an appointment time while they are there. Share the PT VALUE PROPOSITION (PTVP):

Other?