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Ancillary Modalities For The Office: Why you should incorporate this in today’s economic climate
In-office laser and shockwave therapy, in-office magnetic resonance imaging, in-office vascular testing, the stocking of wound care supplies and other modalities can add value to your podiatry practice. In this article we will cover insights on what can give you the best return on investment and how to implement these ancillary modalities in the office.
Given the tough economic climate that we are currently living in, and the changing nature of healthcare, podiatric physicians are now turning to additional means of treating patients, while generating additional business revenue for their practices. Ancillary services such as diagnostic vascular and nerve testing, cosmetic treatments, and physical therapy, as well as the in-office dispensing of foot care products and footwear are just a few examples of increasing office revenue to contend with these challenging times. In these tough times, setting up a more technologically driven practice that is geared towards patient satisfaction, patient comfort and the extension of conservative treatments is extremely important and will drive more quality patients through your office doors. Savvy podiatrists are also training and involving their staff in these new ventures as well as marketing the new services and items which are available for consumption in their practices through social media and their referral sources.
Although some ancillary services are relatively easy to adopt, others are expensive and require substantial financial outlays. Even the more expensive, time-consuming services can be highly lucrative over time if you still have several years of practice ahead and if you have a group of doctors who work with the same blueprint of practice protocols.
So often I hear colleagues saying that they do not want to be a salesman in their practice. I hear “I’m not doing that, I don’t want to sell, I’m a doctor”. From a business management approach, as the physician, you also must invest in the health of your practice. I learned a long time ago that anything that you do to improve your practice is an investment. Like anything else, you invest in something that you expect a return on.
When I first started my practice and I leaned solely on insurance reimbursement, I realized very quickly that I would not be able to survive and have a comfortable stream of income without incorporating ancillary services. I too, did not want to be a salesperson. Once I realized that the services and products that I was offering were purely for the benefit of the patient and improving their outcome, the process became much simpler. The idea of “selling” was no longer an issue. My first piece of capital equipment was a shockwave machine.
In office dispensing of products will not only make your patient’s lives easier but it will also improve their outcomes and increase their compliance. Since utilizing in-office dispensing, I have noticed much improved patient compliance. For example, in the past, I would prescribe a topical prescription anti-fungal to a patient for treatment of mycotic nails, have the patient back in a few months to evaluate if there was any noticeable improvement, only to find out that the patient didn’t fill the prescription due to expense. Likewise, I’d recommend digital pads to protect a painful hammertoe, and the patient would return with poor quality ones, or none at all, offering excuses such as forgetting to buy them or being too busy to get them.
Since then, I have invested in multiple capital equipment such an MLS laser machine, Swift therapy for plantar warts, shockwave treatment, Onyfix ingrown toenail management solution, an ABI machine as well as a nail laser machine. This equipment has fantastic financing options, often times with no payments for the first six months so that you have a steady business flow. I have found that these purchases have had a great return on investment. Often, I’m asked which of these are the most successful in my practice. I cannot personally answer that question as they all have separate indications for use. The biggest pearl is building a protocol and getting yourself comfortable in discussing these treatment options with the patient.
My approach with the patient is that “my job as your physician is to tell you what treatment is best for you and will give you the quickest and most long-term result without much downtime in order to get you back to your normal life. My job is not to solely tell you what insurance covers for you.” Once you have stated the benefit and the science of the service to the patient, they will make the more appropriate decision that will get them better and not solely base their decision on what their insurance covers.
In Conclusion
I always recommend starting small in providing services, adding one service or item at a time. Heavily involving staff in harnessing their contributions to improved care for the patients is of utmost importance. I always have my staff try the products. They all wear our medical upgrade insoles daily and have custom orthotics that they wear on a regular basis so that they can discuss these treatments in great detail through their own personal experience. Obviously, having a fully educated staff on what one is trying to do and why, with improved outcomes as the objective, goes a long way. Also, always, and without exception, when adding an in-office dispensing program, I believe one must stand one hundred percent behind whatever product is provided to a patient. Having regular meetings to educate staff on in office services and products will increase their comfort level and confidence in discussing such treatments and services with your patients and ultimately increase your patient satisfaction as well as your business bottom line.
Your message to the patient must be to “invest in your foot health”, then the patient looks at the purchase as an investment and not a purchase.