• E-mail
• Print
• RSS

Niche market alert: Obesity management

Rehab Regs, April 22, 2005

Learn how to add it to your facility's offerings

Last spring, therapists at Darien (CT) Physical Therapy Center looked for a niche service to add to their facility's therapy services.

They had previously dealt with cash-based services through a golf program, and obesity management was a current need of the center's patient population and the community.

"Darien is no different from any other area of the country," says Mike Morgan, MS, PT, ATC. "The need was there and it was easy to establish, so it seemed like a good fit." Obesity is a chronic illness warranting long-term care and management, and there is a need for treatment to meet this ongoing problem, he says.

Cash-based business

With all the time and energy your staff put into tracking down physician referrals, completing claim forms, and billing Medicare and third-party payers, adding a cash-based service that meets a specific need could be a way to reach more patients without getting wrapped up in more red tape.

"PTs are getting pinched by insurance companies, and the number of visits per patient is out of the therapist's control," says Mark Fiebig, president and chief executive officer of Smart Metabolism, Inc., an obesity management services and training provider based in Bellevue, WA . "Therapists already have the exercise equipment, the necessary space, and the staff with a solid medical background." Additional expenses include hardware, software, and training.

Inform patients when they check in that they will be responsible for the cost of obesity-management services. "Typically, they are not resistant because they're looking for help. They'll be happy to pay you for that help if you can [help them achieve results]," says Morgan.

Develop physician relationships

You may already treat overweight and obese patients at your facility for various health conditions that require physical therapy. Additionally, you may add patients to your client base through an obesity management program. According to the American Medical Association, 31% of U.S. adults over age 20 are considered obese.

Despite this, physicians today report obesity in fewer than 10% of their patients, says Fiebig. The problem is that physicians don't know where to send them for help.

"[Facilities] can create additional referrals because physicians haven't had anywhere to send these patients before," says Fiebig. This could result in your facility forging new relationships with physicians who can refer patients to you for a variety of rehab issues.

"This can set up a great working relationship with a referring physician, and it gives us more exposure in the community," says Morgan.

Additional marketing tips

Aside from educating local physicians, let your current patients and the larger community know about your new obesity-management program.

Morgan's facility began with its current patients, informing them that obesity-management services were available at the center. Next, they took out advertisements in the health and fitness sections of local newspapers. The advertisements focused on the following benefits after surveying physicians about their patients' needs:

• E-mail to a Colleague
• Print
• RSS
• Archive