1 / 43

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

arleen
Télécharger la présentation

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

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related