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Posts Tagged ‘physical therapy’

VALUE

StragetySt

VALUE

What do you bring to the game?

Business is a game. If you’re in it to win it, then your success depends on the value that your clients see in your business. A common business adage is “Price is what you pay, value is what you get.” In order to be successful, you first need to identify your particular value, and then you need to properly convey your value to current and potential clients.

To successfully identify your particular value, you need to determine your Unique Value Proposition (UVP). Your statement of your UVP should answer the question:

WHY should your ideal customer purchase from you rather than anyone else?

In order to choose you, your ideal clients must be able to quickly understand your unique value (what YOU do better than anyone else) and why it should mean something to them. More than ever, clients want relationships they can trust, relationships that add value to their lives. Your UVP defines the intrinsic worth of the service you offer your clients, and defines what they will get for their money. Your value should be such that clients not only want to return to you when they need your particular service again, but that they want to become your Brand Ambassador and your best marketing tool.

Once you have determined your UVP and crafted a value proposition statement, you need to effectively communicate that value to everyone who will benefit from your services. Internally, your partners and employees need to know the company’s UVP. Every employee needs to identify with the UVP in order to be a good fit. Externally, your clients need to know your UVP. You must convey your uniqueness to your target market through an outbound message. In crafting your outbound message, keep in mind that everything from your logo to your social media campaign needs to be consistent with your UVP.

If you think that your value is “physical therapy”, we ask you to consider this: What is McDonald’s value? The quality of the food? The amazing customer service? The ambiance? No. McDonald’s value is that it is fast and inexpensive. Their ideal customer is someone who identifies with that UVP. Your UVP is the thing that sets you apart from all of the other options out there.

Your ideal clients will find you when you clearly express what is unique about you and the services you offer. Ask your best clients, “What was your experience?” “How did you feel when you received physical therapy here?” “What stood out for you?”  Use their words.  Get involved with and understand your clients, tune into what they want, know your strengths and build from them, and clearly define how you will improve your client’s life.

Written by Jerry Durham, PT

Edited by Ann Wendel, PT, ATC, CMTPT

TAKE ACTION! Medicare Opt Out Legislation

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TAKE ACTION!

Just a quick note as a follow up to this post:

Thanks to Jason Bellamy, Director, Web & New Media, APTA for letting me know about a new action item regarding the ability of physical therapists to opt out of Medicare.

On March 21, 2013, Representative Tom Price (R-GA) introduced the Medicare Patient Empowerment Act of 2013 (HR 1310), which would provide physical therapists with the ability to privately contract with Medicare beneficiaries.

Everyone can take action on this issue – APTA members, non members, patients and other healthcare professionals!

How to Take Action

APTA has posted information on Medicare private contracting (“opt out”) in its federal issues area, which includes links for members and nonmembers to be able to take action:

http://www.apta.org/FederalIssues/PrivateContracting/

The template action letter can be personalized – it’s a quick and effective way to let your voice be heard.

Unfortunately, the Opt Out legislation isn’t one of APTA’s “priority” legislative issues for 2013, which makes it even more necessary to keep the grass roots energy going! Please take a minute to speak out for our profession.

 

 

 

Interview with Matt De Bole, SPT

Matt & Ann

If you have been active in social media for a while, you may have noticed that DPT students are participating in discussions about the current and future state of our profession. I am so encouraged by this passionate group, and really enjoy watching them think critically about important issues. One student that has impressed me for quite some time is Matt De Bole. I had the pleasure of participating in an APTA Roundtable discussion with Matt a few months ago: http://bit.ly/UzgfmM and we got to meet in person recently when Matt was in town over his Spring Break. He agreed to answer some questions I had regarding current DPT student education and the profession in general. He is bright, well spoken, passionate, and a sharp dresser (always in a bow tie). I look forward to seeing his career take off after he graduates. You can find Matt on Twitter at @MattDeBole and you can follow the #DPTstudent chat on Twitter every Wednesday night at 9pm EST.

Interview with Matt DeBole, SPT

 

1)    Give readers a brief bio – where you go to school, when you will graduate, what you did prior to PT school

 

Having suspicions I would one day become a physical therapist, in 2008, I received my Psychology degree from Georgetown University with a concentration in pre-medicine. After earning a birth in the 2008 Olympic Track and Field Trials in the 1500 meters, I continued to pursue a professional running career for several more years. In the summer of 2011, I hung up the racing spikes and entered into the Doctor of Physical Therapy program at the University of Pittsburgh. I currently serve as class president as well as the 2012-2013 Director of the APTA Student Assembly.

 

2)    What setting would you like to work in upon graduation?

 

To me, the most intriguing clinical setting I could join after graduation would be an orthopaedic outpatient facility that blends my understanding of athletes with my professional values.

 

3)    What has surprised you the most about PT school?

 

That’s easy – I never knew I could work this hard. Yes, the curriculum is demanding, but I’ve been most surprised to find a passion for the physical therapy profession that prevents me from going to sleep at night and makes me wake up early in the morning. I’m surprised that I could enjoy and believe in my path so much!

 

4)    Do you feel that your education has prepared you well for your future career?

While it’s been just shy of two years, with one more remaining before graduating, I could not have asked for a better experience at the University of Pittsburgh. Learning from a faculty that includes five Fellows of the APTA allows not just preparation for the NPTE but gives an incredible perspective on the profession in terms of the latest research, involvement opportunities and developing healthcare system. I’m excited to have a year of full-time clinical affiliations ahead of me to fine tune my practice before entering the workforce.

5)    If you could improve one aspect of the education process for PTs, what would it be?

The cost of our tuition must come down. On the whole, it’s unrealistic to expect future physical therapists to accrue such incredible debts and not be persuaded to ‘follow the money’ when searching for jobs. Hopefully we can find ways to leverage technology in the classroom to help make this become a reality and allow new grads to focus on their outcomes and not their debts.

6)    Have you received any business education in your program which would prepare you to own/operate a PT clinic?

As a part of our Leadership and Personal Development series, the final project involves working in groups tasked with developing strategies to address strategic planning, marketing, quality assurance, policy and procedures, staffing, asset acquisition, budgeting, facility layout, and rules and regulations. Each group has a particular practice setting such as acute care, skilled nursing facility, rehab facility, long-term care facility, nursing home, home health, or outpatient facility. So, while it might not be a formal business class, we are taught by a professor with their MBA and learn to apply business principals to real-world scenarios.

7)    Did you find your CI’s to be up to date on research, dedicated to the profession, good mentors?

 

All of my CIs have been dedicated to the profession and good mentors, which has given me the chance to develop my very basic clinical skills. But, I personally feel as though I’ve experienced the spectrum in terms of their ability to be up to date on the research. Many CIs are clearly updating their practice habits based on the literature and expect their students to be as well. In these situations, there is a mutual respect when research from the CI is given to the student and the student gives the latest from the classroom back to the CI. Other times, I’ve encountered CIs stuck in their practice habits, viewing the latest research as a fad and resort to practice habits they feel most comfortable delivering. They’re resistant to using outcome measures, putting down the ultrasound wand or trying treatments not mentioned in a textbook.

 

8)    What did you find most surprising when you were doing your clinical rotations?

Across the board, I was most surprised by how long it took patients to finally reach a physical therapist for the care they needed, and it seemed to happen for multiple reasons. Sometimes the patient delayed seeking any medical care and decided after months of pain that enough is enough; this speaks to the need to educate the public. Sometimes there was a delay to schedule with physician and an additional delay to schedule with a physical therapist; this speaks to the need to improve access in our system. And sometimes it took visits with multiple physicians to finally find one who would refer to physical therapy; this speaks to the need to educate other health professionals on our scope of practice.

9)    What has been your favorite affiliation so far? Least favorite?

 

My favorite experience has been working in the University of Pittsburgh’s Student Health Service Physical Therapy Clinic alongside three classmates and with the program faculty serving as CIs. My least favorite setting was the skilled nursing facility even though the therapists and patients were both amazing!

 

10) Were you told in your program that the DPT was the key to gaining autonomy as a healthcare provider? Do you still believe this to be true?

Actually, very early into my time within the program, we were told that the word ‘autonomy’ was incredibly misleading. Yes, the advancement in degree will aid physical therapists in being considered by the public and other health care professionals to be experts who can make autonomous decisions within our scope of practice. However, this autonomy does not mean we can practice in silos, removing the collaborative nature of health care, which as a system provides care for the whole patient. I absolutely believe we need to pursue the DPT to gain this respect.

11) What is your (and your classmates) feeling toward non DPT clinicians (BS, MSPT, MPT)? Do you respect their years of experience as an asset or do you feel that they are inferior because they are not doctorate level practitioners?

Regardless of degree, whether it is a BS, MSPT, MPT or DPT, years of experience are an asset so long as they’re used for personal development. A year of bad experience repeated 25 times over isn’t the same as 25 years of learning, refining, tuning and improving. I can honestly say I have never thought or heard others consider those clinicians without a DPT as inferior. But, seeing the advancement in our profession over the past several decades, it does make me wonder why there is a hesitation of many clinicians to seek the transitional-DPT. Yes, there is the cost and time commitment in addition to possibly not seeing the proportional bump in salary, but shouldn’t all physical therapists be trained in medical screening, health promotion and wellness, pharmacology and diagnostic imagining? What happened to being life-long learners and the importance of public perception?

12) Over the past few years many of my colleagues have reported that they are shocked by the arrogance of DPT students in the clinic. Have you noticed this in your classes? In your rotations? Do you think that this is an accurate perception, or is there some sort of “communication generation gap” going on that experienced therapists are unaware of?

 

Though I haven’t noticed this shift in student behavior in the clinic over the years since I haven’t been around long enough, I hope that our physical therapy programs are producing more confident, knowledgeable, and progressive students than ever before. We ought to be getting our money’s worth! While I certainly won’t defend arrogance and believe we must continue to be respectful and professional, I will support those students who continually think critically and challenge the status quo. Opinions formed from sound clinical reasoning and biologic plausibility should produce good debates in the clinical setting, as we should all be looking to improve our patient-centered approaches. In this profession, we all must become comfortable with ambiguity and open to other perspectives. Rarely is there an absolute truth in physical therapy.

 

13) Some DPT students have made comments in social media that they “can’t wait until all the non DPT therapists retire.” I find this to be a rather shocking thing for a student to say. Have you heard other students make comments like this? Do you think they are making comments like this because they had a bad experience on a rotation or do they have a perception of all non DPT therapists as lacking in education and skills?

Yet have I seen or heard other students make comments similar to the one you describe. I would guess anyone making these comments is using the level of degree to reference a style of thinking. ‘Jurassic Park’ physical therapy practices aren’t going to survive in this emerging health care landscape and those who have failed to maintain best practices will either evolve or become extinct.

14) If you could say one thing to experienced therapists about current DPT students, what would you want them to know?

As DPT students, haven’t seen all of the changes you have seen take place in the profession of physical therapy. Some of the tenants of your practice may never have been taught or explained to us. Know that science and technology are rapidly advancing, and we have spent the past three years studying the most current information. Rather than seeing us as your career’s biggest threat, see us as physical therapy’s best hope. Use us as a resource so that we can both share our strengths and better our weaknesses to improve the entire profession.

Thanks to Matt for taking the time to answer my questions! I would love to hear the thoughts of other DPT students as well as thoughts from licensed PT’s on these topics. What have your experiences been?

Ann

Please support California Physical Therapists in fighting this bill

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I just received an alert that SB 381 was introduced in the California Senate by Senator Leland Yee. 
The bill is below. Please let Senator Yee know you oppose this bill.

BILL NUMBER: SB 381	INTRODUCED
	BILL TEXT

INTRODUCED BY   Senator Yee

                        FEBRUARY 20, 2013

   An act to add Section 734 to the Business and Professions Code,
relating to chiropractic practice.

	LEGISLATIVE COUNSEL'S DIGEST

   SB 381, as introduced, Yee. Healing arts: chiropractic practice.
   Existing law, the Chiropractic Act, enacted by an initiative
measure, provides for the licensure and regulation of chiropractors
by the State Board of Chiropractic Examiners. Under the act, a
license authorizes its holder to practice chiropractic as taught in
chiropractic schools or colleges but does not authorize its holder to
practice medicine, surgery, osteopathy, dentistry, or optometry.
   Existing law provides for the licensure and regulation of
physicians and surgeons and osteopathic physicians and surgeons by
the Medical Board of California and the Osteopathic Medical Board of
California, respectively.
   This bill would prohibit a health care practitioner from
performing a joint manipulation or joint adjustment, as defined,
unless he or she is a licensed chiropractor, physician and surgeon,
or osteopathic physician and surgeon. The bill would provide that a
health care practitioner who performs a joint manipulation or joint
adjustment in violation of these provisions engages in the unlawful
practice of chiropractic, which shall constitute, among other things,
good cause for the revocation or suspension of the health care
practitioner's license, as specified.
   Vote: majority. Appropriation: no. Fiscal committee: no.
State-mandated local program: no.

THE PEOPLE OF THE STATE OF CALIFORNIA DO ENACT AS FOLLOWS:

  SECTION 1.  Section 734 is added to the Business and Professions
Code, to read:
   734.  (a) Notwithstanding any other law, a health care
practitioner subject to regulation pursuant to this division shall
not be authorized to perform a joint manipulation or joint adjustment
except for the following individuals:
   (1) A chiropractor licensed by the State Board of Chiropractic
Examiners.
   (2) A physician and surgeon licensed by the Medical Board of
California.
   (3) An osteopathic physician and surgeon licensed by the
Osteopathic Medical Board of California.
   (b) A health care practitioner who performs a joint manipulation
or joint adjustment in violation of this section engages in the
unlawful practice of chiropractic, which shall constitute good cause
for the revocation or suspension of the health care practitioner's
license, or any other disciplinary action deemed appropriate by the
health care practitioner's licensing board.
   (c) For purposes of this section, "joint manipulation" and "joint
adjustment" are synonymous terms that describe a method of skillful
and beneficial treatment where a person uses a direct thrust to move
the joint of a patient beyond its normal range of motion, but without
exceeding the limits of anatomical integrity, as taught in
chiropractic schools or colleges.

Repeal of the Medicare Cap on Outpatient Therapy and amendment for Physical Therapists to Opt Out of Medicare

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On my mind today:

Following is a list of the Members of the Ways and Means Subcommittee on Health. We need to contact these folks to ask them to support H.R. 1546 (112th): Medicare Access to Rehabilitation Services Act of 2011. This will amend title XVIII of the Social Security Act to repeal the Medicare outpatient rehabilitation therapy caps. By repealing the outpatient rehabilitation caps we will allow patients with chronic illnesses and complicated recoveries to continue to access the care they need to live a full and functional life. If your representative is not on this list, please contact them anyway. Every representative matters.

Ways and Means Subcommittee on Health

Rep. Kevin Brady, TX, Chairman

Rep. Sam Johnson, TX
Rep. Paul Ryan, WI
Rep. Devin Nunes, CA
Rep. Peter Roskam, IL
Rep. Jim Gerlach, PA
Rep. Tom Price, GA
Rep. Vern Buchanan, FL
Rep. Adrian Smith, NE
Rep. Jim McDermott, WA, Ranking Member
Rep. Mike Thompson, CA
Rep. Earl Blumenauer, OR
Rep. Ron Kind, WI
Rep. Bill Pascrell, NJ

Contact Info:

Ways and Means Committee Office
1102 Longworth House Office Building
Washington D.C. 20515
P: 202-225-3625
F: 202-225-2610

We also need to ask our representatives to amend Section 1802(b)(5)(B) of the Social Security Act, which currently prohibits physical therapists from entering into private contracts with Medicare patients to provide services. Because the current law does not allow physical therapists to “opt out” of Medicare, small physical therapist owned private practices that do not participate with Medicare are prohibited from treating Medicare patients. This prohibits a significant portion of the population from seeking physical therapy care from the provider of their choice. Nearly all other healthcare providers and physicians are able to “opt out” and many service providers (massage therapists and personal trainers) are not restricted from working with Medicare patients because they are not in a position to take Medicare as payment for services.

Thanks to Tim Richardson, PT for providing this explanation of the wording we seek to have inserted into the amendment: http://bit.ly/WQpQWI

To accomplish this change, we recommend that Section 1802(b)(5)(B) of the Social Security Act be amended as follows: Section 1802(b)(5)(B) (42 U.S.C. 1395a(b)(5)(C)) is amended by striking “the term practitioner has the meaning given such term by section 1842(b)(18)(C)” and inserting “In this subparagraph, the term “practitioner” means an individual defined at section 1842(b)(18)(C) or an individual who is qualified as a physical therapist.”

Please show your support for outpatient physical therapy by following up on these issues. We need to make our voices heard, for the benefit of our patients.

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