How Your Outpatient Therapy Business Can Thrive, Today and Beyond
If you oversee outpatient rehabilitation in a senior living community or home care setting – or are thinking of expanding into this market – there is tremendous potential to make your business more efficient today and more profitable tomorrow. In a recent webinar hosted by Forcura, three experts weighed in on some of the chief concerns and opportunities currently presented by the industry, and how the right preparation can get your team off on the right foot.
Topic 1: Differences between outpatient therapy clinic and senior living community/home care models
Avi Friedman, Co-founder and COO, Link Home Therapy, White Plains, NY
- Transportation: Senior living community and home care models do not require travel arrangements for the elderly and infirm, because the therapists are treating them where they live.
- Outcomes: Data has been favoring senior living community and home care models, with customers reporting better results and continuity of care.
Mark McDavid, Owner, Seagrove Rehab Partners, Santa Rosa Beach, FL
- A captive audience: Patients seen in assisted living communities and at home are more likely to fully engage with their therapy programs and often perform better during sessions.
- Regulatory differences: Understand the type of setting in which your team operates so that you can stay in compliance and maximize your potential.
Luis Montes, Partner and Senior Consultant, HealthTek Consulting Group, Newbury Park, Ca
- The mindset of therapists/clinicians: Those working in senior living community and home care settings should have more preventive and holistic objectives than clinics, which largely focus on reactive and rehabilitative treatments. The former is more likely to develop relationships with clients and act as advocates for their overall health.
Topic 2: Skill sets leaders should seek in therapy professionals
Avi
- Dependent on setting: Some therapists prefer a traditional setting and hours, while others desire the flexibility to build their own case load. Transparency during the hiring process is key, so that both the therapist and supervisor are clear about the expectations of a particular role.
- Character traits: Demonstrated clinical excellence should always be a priority in an interview, but it is also important to detect a high level of compassion, particularly if the therapist will be working in a senior living community or home care setting.
Mark
- Interaction is crucial: Therapists must have an extroverted personality to enter spaces where referrals aren’t the primary mode of patient recruitment. They must be proactive and good at relationship-building, establishing trust that will translate into long-term commitments.
Luis
- Comfortable with co-morbidities: A growing number of acute care settings are foregoing gradual levels of recuperation and sending patients directly back home. Therapists particularly in assisted living and home care environments will need to be prepared for patients with multiple complex and sometimes serious conditions requiring careful navigation.
Topic 3: Opportunities in the outpatient therapy space
Avi
- Adding impact and value: Data has shown that therapists spend more time, on average, with their patients than most other health professionals, even PCPs. A big player in the outpatient therapy field can leverage this time to advocate for their patients’ overall health. Establish partnerships with other health services partners who you can link your clients to when appropriate, thus improving their continuity of care.
Mark
- The Pandemic effect: Lingering conditions from the contraction of Covid-19 have become prevalent, so much so that they have received their own unique ID-10 codes. Most of these conditions are already well-known and treatable through therapy, so this subset of patients offers an almost exclusive opportunity to grow clientele.
- Pleasing your partners: An additional opportunity in the assisted living arena is to increase the average length of stay for residents. By identifying and treating health problems before they become major injuries, facilities can retain paying customers longer, bolstering their own reputation in the process. Taking the time to find out what facility owners want strengthens your partnerships and helps ensure success through mutual benefits.
Luis
- Demographics and demand: Alone, millions of baby boomers poised for Medicare eligibility present a massive market of potential clients. This is a group that will want choices and convenience; providing access to services in a variety of settings will be key and business models that can offer that should thrive.
- Quality programs: Think creatively about the services your outpatient therapy business can offer; this will especially be important when marketing yourself to assisted living community owners. If you can demonstrate clinical results, value to community members and consistency in the patient experience you provide, you will have little trouble attracting partners.
- Clinical technology: Incorporating such devices as monitors can help you track how patients are doing outside of therapy sessions and allow for timely interventions if necessary.
Topic 4: Pitfalls to avoid
Avi
- Preparation is key: Cash flow is usually a concern. Understanding how Medicare reimbursements work, staying in compliance with regulations, and implementing an efficient operating system are crucial for staying ahead of the game.
Luis
- Process management: Care coordination has become a major priority in health care. If you do not invest in technology for your operations early and often, you will miss out on ways to create efficiencies that allow your team to focus on providing care.
Topic 5: Tips for breakthrough success
Avi
- Establish trust: Clearly demonstrate who you are and what you do. Remember why you entered this field in the first place, and your passion will show to your clients and partners.
Mark
- Determine your model strategy: There are various ways to establish an outpatient therapy business. In addition to traditional clinics and assisted living/home care models, there are private practice groups, rehab agencies, mixed-service setups, even an example of using one model as a bridge to another. Knowing your long-term goals will help you select the right path.
- Market yourself: Present your business at trade shows and network with facility leaders to establish contracts. Demonstrate your clinical results, your partnerships and the strong programs you will bring to their customers.
Luis
- Scaling your operation: Plan how you want to grow and aim for consistency in your services, regardless of the mixture of your clientele. Establish a company culture and streamline processes to help ensure patient experiences are favorable.
To hear more from our panel of experts about how your outpatient therapy practice can thrive in a home-based or senior living community setting, access the webinar and enjoy the discussion.
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Robert is a Senior Content Writer at Forcura with extensive knowledge of the healthcare industry. He develops thoughtful and provocative information for administrators and caregivers in the post-acute market. |
