So, you’ve got a marketing plan, you’ve honed your content-creation skills, and you’re ready to get down to (marketing your) business. As with any new endeavor, the road ahead might be a little bumpy—but that’s okay.
Prior to the pandemic, telehealth was slowly gaining traction as a viable mode of service delivery for OTs, PTs, and SLPs. Providers and patients were beginning to appreciate its benefits (especially for patients in rural areas and pediatric patients living on federal land) but adoption was scattered. Some states, such as Georgia, explicitly authorized telehealth in their rehab therapy state practice acts, while others authorized rehab therapy telehealth via a separate, related statute.
“If you don’t reimagine your business post-COVID…you’re not paying attention. The world will change without you.” Rose Marcario, the CEO of Patagonia, shared this advice in a recent interview with LinkedIn News. As therapists and clinic owners begin to assess the future of their practices—especially now that clinics have begun to reopen—this sentiment couldn’t be more relevant.
The pandemic isn’t over, but many rehab therapy clinics are starting to resume operations. Yet, things aren’t—and can’t be—the same as they were before (at least not for the time being), which means in order to move into this next phase, clear communication is paramount.
The coronavirus pandemic was a catalyst for a new wave of regulatory changes that expanded the rehab therapist toolbox almost overnight. Most recently, CMS made telehealth more widely accessible to rehab therapy providers. (Hallelujah!) While the industry has been fighting for this privilege for years, the swift change cast many providers into the uncharted waters of remote care with very little time to prepare.
For those who have no experience with hearing and speech deficits, it’s hard to grasp just how lonely life can be for those who do. Add to that the self-quarantine and social distancing measures implemented in response to the novel coronavirus outbreak, and it’s a recipe for an incredibly isolating experience.
“New normal.” It’s a phrase we’re hearing more and more as the US begins to open up and resume operations—at least partially. This tentative move toward some sense of normalcy means many of us will face significant change in the weeks ahead.
COVID-19 has created the perfect witch’s brew of intense stress. People across the country are concerned about the health of themselves and their families; job security is shaky (and household incomes are dropping); and basic necessities like food staples and hygiene supplies are still—even after two months—difficult to find.
Adding new cash-pay services to your clinic’s repertoire can be a challenge. Not only do you have to ensure that you have the legal freedom to provide cash-based services (because you might not), but you also have to price and market them in a way that ensures patients will not only pay for those services out of pocket, but also receive value commensurate to the cost.
This is the third blog post in my series on working on your business, when you can’t work in your business. My intention is to help providers improve sustainability and efficiency within their practices, so they can come out of this pandemic with a renewed spirit and the ability to provide maximum benefits to patients.
It all happened in an instant—or at least it felt like an instant. One day, we were living our lives as normal—going about our work days, our family and social obligations, our routines. Then came news of the outbreak, the pandemic, the national emergency—all in such rapid-fire sequence that before we even had time to process it, we were reeling from the shock of having our lives turned upside down.