This Is The Best Time To Be a Physical Therapist!!

This is a “What I believe” speech that I gave at Graham Sessions in 2015…. Still rings true with me every day!!!


At this time we have the opportunity to do something new…. LEAD THE WAY

Since I became a licensed PT 22 years ago I have watched this Profession move along with the pack and call it “moving forward”… It s now time to step up and lead THIS pack.

thats what gets me excited and inspires me in this profession today

This is titled “what I believe”……. The beauty is, you don’t have to believe it. Today I just want you to make you think……maybe in a way you haven’t thought before. The next 10 minutes should make you uncomfortable because you may have to challenge the notion that you are actually NOT on the right course or that you NEED to learn some new things……………. and if everybody in this room agrees with me today, then I wasted 10 min of your time.

So ponder this question….WHAT part of our service as Physical Therapist is the most

undervalued
underestimated
underappreciated AND
underutilized

Ill bet You all come up with a multitude of answers……. But There is really only correct answer…………. it is our CUSTOMER, or that person I call the HEALTHCARE CONSUMER.

WHAT I BELIEVE IS THE HEALTHCARE CONSUMER IS THE SOLUTION TO ALL OUR PROBLEMS!

Public Perception is ALL that matters people!….THESE are our customers and potential customers. If they dont care, NOBODY cares…….No Congressman, No Doctor, No insurance company, NO employer … Nobody…..

I believe we need to CARE more about them. OUR CUSTOMERS!.. If we CARE more about them, then they care More about us!……..Think about that, the MORE they care about us the MORE we can achieve!

Increased payment, Increased leverage in the Capitol, Increased customers in your clinic

Increased Direct Access!!

Actually, until we make our customers care, DirectAccess is ALL ABOUT US!

I hear you……You care for them while they are in your office, a PT patient, Im talking way beyond that. The word CARE itself needs to be broadened and needs a new definition. So that we can better understand how to handle them…..

SO………..

HOW DO WE CARE MORE FOR THEM TO MAKE THEM CARE?

We have to become far more proficient at

Motivating,

Inspiring,

building Trust,

building relationships AND

SELLING. Thats what we have to do in this Profession

THATS HOW OUR PROFESSION CAN BEGIN TO CARE MORE ABOUT OUR CUSTOMERS! LEARN HOW TO DO ALL THOSE THINGS!

HOW DO WE DO THAT? HOW DO WE TEACH OUR PROFESSION TO DO THAT?

…. WE FOCUS ON…… The 3 most important things not being taught to our Profession

1….fundamentals of business, 2…..Psychology 3……Sociology

(please save me the discussion about your one class, taught over a few hours one semester)

THEN WE THINGS WE NEED TO STOP DOING. TO SHOW OUR CUSTOMERS WE CARE

We have to stop forgetting who our Target Customer really is……We constantly mix up 3rd party payors and other providers when we talk about whats important in marketing Physical Therapy. OUR customer, the Healthcare Consumer has to be the focus.

We have to stop believing that Technology is the sole solution to moving Healthcare and Physical Therapy forward…….these tools should allow us to do what we should have been doing earlier!…. like having a conversation and building relationships…. We need to embrace the technology that does that! > (SIDE NOTE: all that Technology was forced to the outreaches of the exhibit hall at PPS, with ALL the OTHER technology in the prime space)

We have to stop believing that the ONLY fix to Healthcare is MORE clinical research, MORE Outcomes and MORE decreasing cost!…. BUT Jerry thats The Triple Aim, mandated by everyone……. How about this, IF we CARE about OUR Customers MORE.. then the cost per case will decrease and THEIR Outcomes will Improve…isnt that the ultimate?

WE JUST SOLVED THE TRIPLE AIM EQUATION!


SO, LET ME FINISH WITH THIS

I read a great quote this week by Tim David “you can lead a horse to water, but you cant make him drink…….BUT you can make him THIRSTY” We need to make our customers THIRSTY for Physical Therapy!….

YOU THINK IF WE MAKE OUR CUSTOMERS THIRSTY…. then more than 11% of all appropriate PT customers will find their way to PT from their Doctors office?

YOU THINK IF WE MAKE OUR CUSTOMERS THIRSTY… then they will show up in the masses demanding not only that they the Customer should have unrestricted DA to Physical Therapy AND Insurance needs to pay for it

THANK YOU

 

Click Here To Get Your Copy of My FREE eBook: “The 5 Most Costliest Mistakes I Made When Going Out Of Network (…that Nearly Put Me Out Of Business!”)

“Fill Out The Form To Get Jerry’s eBook”

Just enter your details to get your free copy of “The 5 Most Costliest Mistakes I Made When Going Out Of Network (…That Nearly Put Me Out Of Business!”) by Jerry Durham

We guarantee 100% privacy. Your information will not be shared.

Comments are closed.