By Nancy J. Beckley, MS, MBA
Are you doing the same old stuff for marketing? Is your tried-and-true strategy still working? Or are you using the same old mix because it is comfortable? I talked to a lot of the rehab marketing folks (and those therapists who treat patients, run a facility, and do the marketing) over the summer, and I am still hearing stories about candy jars, pizza runs, and prescription pads. When I asked how these gimmicks were working, the responses were not overwhelmingly convincing. Referring physicians and, particularly, their office staff have come to expect the little food treats that rehabilitation providers deliver when they visit the office. One provider noted that she even gets requests for pepperoni pizza. Those delivering apothecary jars with Hershey Kisses or double crust pizza with the works, are afraid to try something different. And the marketing ploys are still targeting the traditional market, physicians who can refer Medicare and insurance patients. Little marketing is done to attract patients from sources other than physicians, such as insurance adjusters, case managers, as well as potential patients themselves. The Managed Care Monster Managed care just became rather ho-hum. In aggressive managed care markets, providers are fairly savvy and they know how to compete if they choose to play the managed care game. This does not mean you like managed care, it means that you acknowledge it—a key component of doing business in the marketplace with Medicare + Choice patients and health maintenance or preferred provider organizations. Those lucky ducks in markets with low managed care penetration can take solace in the thought that the aggressive low-per-visit rates may never hit their market. What is happening, however, is that managed care is getting aggressive with rates in general once again. After several years of trying to craft patient care protection legislation, it appears that Congress is poised to pass an historic Patient Bill of Rights. Most in the rehabilitation business will champion this cause, particularly as it relates to access for disabled patients to appropriate long-term rehab care and also short-term acute patients whom we hope to serve in our rehab facilities. While the business lobby has been publicly protesting this legislation because of its impact on employee health insurance premiums, the managed care industry has been carefully preparing to balance the increase in rates to employers with a reduction in reimbursement to providers. One provider proudly told me that she negotiated a higher rate from an HMO for pediatric care in a large metro area with a large percentage of managed care. Unfortunately, she found out the new higher rate also included the co-pay, which the provider has to collect. The co-pay rate had increased, essentially netting out any increase; in fact, it socked the provider for a net loss. So I am sure you are wondering what this has to do with candy jars, pizza, and marketing. Well…unless you are looking forward to the next round of cuts in reimbursement, you must begin trolling for new business. This could be traditional patients from new insurance companies or physicians that previously did not refer, or it could be new business from nontraditional sources. This means that the marketing in the traditional venues will have to be supplemented with new marketing strategies for new rehab markets. There is still time to jump-start your marketing program for the fourth quarter! So let’s get our strategy lined out. First of all, set some realistic goals. Nearly everyone I talk to tells me that marketing through personal calls always seems to produce some immediate referrals. The problem is maintaining the necessary consistency to keep the flow of patients dependable. One rehabilitation social worker who is responsible for marketing mentioned that for every few hours of marketing she can count on several referrals, but she described her problem as “getting out the front door.” If you are suffering from this syndrome, whether it be from lack of planning, a busy schedule, or just plain inertia, before reading any further get out your day planner and schedule 1 hour per week of planning time so your marketing efforts are well thought out and focused. See lists 1 (page 36) and 2 to help get you committed to focusing your efforts. For the two lists, turn the numbers into pie charts, making it easy to see at a glance your practice portfolio. With these quick planning tools to help you commit, you should have no trouble getting out of the front door. Nancy Beckley, MS, MBA, is a rehabilitation consultant, entrepreneur, and professional coach. Comments and questions are encouraged via email bcgbeckley@aol.com and she can be reached at (888) 999-0275.
