Physical Therapy Case Study

Our Name and its Significance A name is a first impression and must represent the purpose of a business’s existence. We are Restoring Strength and Balance Physical Therapy. When potential patients read our name, we want them to feel relieved that their injuries will soon be healed and their bodies restored. Our names signifies how physical therapy will relieve pain while enhancing the healing process and restore ones body’s strength and balance to their preinjury performance.
Mission Statement and Rationale
Together, we will restore your body to its preinjury performance. Restoring Strength and Balance Physical Therapy defines the athlete in you, whether you are looking to return to activities of daily living or to performing at an elite
level. Our facility is a privately owned outpatient physical therapy clinic with a comprehensive staff consisting of Board Certified Sports and Orthopedic Physical Therapy Specialists, Certified Athletic Trainers and Certified Strength and Conditioning Specialists, who strive to provide an individualized, evidence-based hands-on approach and to build lifelong trusting relationships with all of our patients.
Trends in Physical Therapy
The outpatient rehabilitation in the United States is approximately a $30 billion (with 10% accounting for Speech and Audiology Therapy) industry with a projected growth rate of 7% annually.
The industry is highly fragmented, the top 50 companies account for about 25% of revenue (Harris William & Co, 2014). According to U.S. Physical Therapy Inc., the demographics favor a sustained growth with patients seeking or requiring rehabilitation services. Our aging population continues to be active into their golden years along with increasing number of Americans who engage in daily and weekend fitness programs has contributed to this growth (U.S.). Additionally, there is increasing pressures to lower patient costs in hospital settings. Private insurers and government programs like Medicare and Medicaid are continuously prefer the lower cost but higher quality outpatient provider (U.S. Physical Therapy Inc.,
2015).
Strategic Position is Market Segment (Sport and Athletic Injuries) and our Distribution Method
Primary Market Segment
• High and middle school athletes;
• Coaches of athletes;
• CrossFit and gym members;
• Woman’s Health (Pregnancy and Postpartum)
Secondary Market Segment
• Surgeons, sports medicine, and primary care physicians;
• Professional teams;
• Parents of athletes.
Segment Penetration Approach and Distribution
1. Contact high and middle school athletic directors to set up meetings with teams and offer free screenings.
2. Contact local sports clubs of all ages and offer free injury prevention workouts.
3. Request to meet with surgeons. -Broward Health Sports Medicine - Dr. Caldwell, Dr. Kanell, and Dr. Yoldas.
4. Go to local gym and CrossFit locations for potential clients.
5. Obtain certification in Pregnancy and Postpartum
6. Create a website, utilize google ads, social media, and mailing lists.
7. Have an open house hosting free seminars and demonstrations (invites through mailing list, physicians, and gyms).
8. Attend chamber meetings and ask to be a speaker.
Overcome Three (3) Types of Risk
We will mitigate the regulatory risks of government payees by familiarizing and periodically reviewing local and national coverage polices, and state and federal criteria (statutes and regulations) relevant to outpatient physical therapy practices.
We will develop a compliance program and conduct periodic self-audits. All staff will receive compliance training upon hiring and will participate in additional training periodically throughout their employment. Staff will be encouraged to report potential violations and misconduct.
We will overcome market and competitive risks by becoming a preferred provider for the Blue Cross and Blue Shield Association (Blue) and obtain certification in Pregnancy and Postpartum. Currently in South Florida, Blue is not accepting physical therapy providers into their network unless they agree to accept pediatrics or they have a Certificate of Achievement in Pregnancy and Postpartum (CAPP-OB). Outpatient therapist are reluctant to treat pediatrics because they are reimbursed at a lower rate than non-pediatrics. There is currently only one (1) CAPP-OB Physical Therapists in Florida, located in Sebastian (APTA, 2015), and Dr. Samantha Schubert (co-owner) is currently perusing this certification. Obtaining a CAPP-OB will provide a huge opportunity for our clinic for this market segment and mothers will potentially refer their older children who are student athletes, which is one of our primary market segments,
to us.