Developing a localised lung cancer referral and diagnostic pathway in a regional setting.
The Physician Referral Pathway
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1 The Physician Referral Pathway Overview: The Exercise is Medicine (EIM) initiative launched in 2007 calls on healthcare providers to assess and review every patient’s physical activity program at every visit. Since its inception, EIM has received continued support and promotion throughout the fitness industry. The Worldwide Survey of Fitness Trends for 2011 identifies physician referrals as 10 th on the Top 20 list. Physician referrals can connect patients--your potential members--with facilities and fitness Individuals are More Likely to Exercise When Physicians Use the Prescription Pad to Order Physical Activity How can facility owners and managers position their business to include the physician referral pathway? In this overview, we will examine the opportunity structured physician referral programs (SPRP) offer facilities, the development challenges, important tips for success, and expectations to grow revenue as a result of a well-designed and implemented physician referral program. March 2011 Cary Wing, EdD – [email protected] Medical Fitness Consultant and Expert for Fitmarc
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Cary Wing, EdD and Fitmarc's Director of Business Development for Medical Fitness, explains how a physician's referral can connect patients-potential members-with fitness facilities.
Transcript of The Physician Referral Pathway
1
The Physician Referral Pathway
Overview: The Exercise is Medicine (EIM)
initiative launched in 2007 calls on healthcare
providers to assess and review every patient’s
physical activity program at every visit. Since its
inception, EIM has received continued support
and promotion throughout the fitness industry.
The Worldwide Survey of Fitness Trends for 2011
identifies physician referrals as 10th on the Top 20
list. Physician referrals can connect patients--
your potential members--with facilities and fitness
professionals in the community.
Individuals are More Likely to Exercise When Physicians Use the Prescription Pad to Order Physical Activity
How can facility owners and managers position their
business to include the physician referral pathway?
In this overview, we will examine the opportunity
structured physician referral programs (SPRP) offer
facilities, the development challenges, important
tips for success, and expectations to grow revenue
as a result of a well-designed and implemented
physician referral program.
March 2011Cary Wing, EdD – [email protected]
Medical Fitness Consultant and Expert for Fitmarc
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The Opportunity
Opportunity: Establishing relationships with physicians
enhances a facility’s credibility in the community and
increases opportunities to expand the membership base
and improve member retention. Growing revenue through
the creation of a seamless bridge from medicine to
wellness is an untapped market today. Opportunities
include:
Providing a resource for preventative care
Developing specialized programs such as arthritis and
diabetes education
Tapping into the active aging market
Building a continuum of care with all healthcare
professionals
Facilities Should Use the Power of the Physician to Grow Services Through a Structured Physician Referral Program
Physicians want to refer their de-conditioned or at-risk
patients to local facilities as a pathway for the patient to
implement an exercise prescription. Physicians will write
referrals once they have first-hand knowledge of the
standard of care and support a patient receives. Facilities
can fill this need through proper design, development and
marketing of a structured physician referral program
(SPRP).
March 2011Cary Wing, EdD – [email protected]
Medical Fitness Consultant and Expert for Fitmarc
3
The Challenges
The Challenges: There are several components necessary to
implement a physician referral program that may create
challenges for the facility. Many of these are included in the
Medical Fitness Association’s standards and guidelines for
medical fitness centers.
Qualified Staff: Exercise physiologists and other certified
fitness professionals should oversee the program. They have
the expertise to interact safely and effectively with the patient
and communicate appropriately with the physician.
Health Risk Assessments (HRAs): A comprehensive HRA
identifies the client’s risk factors and baseline fitness level.
The information must be used to develop the exercise plan.
Qualified Staff, Health Risk Assessments, and Measuring Outcomes are Key Components for Success
Outcome Measurements: Pre- and post-program
metrics must be measured to ensure individual and
program success, as well as provide benchmarks for
program improvement.
If these basic components are not included, physicians
will hesitate to refer their patients to your facility. And
the bottom line is, they probably will not. Implement,
and test, the required guidelines before marketing the
program to physicians.
March 2011Cary Wing, EdD – [email protected]
Medical Fitness Consultant and Expert for Fitmarc
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Important Tips
The Tools: Physician offices are busy, and, even with
modern technology, it is a challenge to manage the
daily activity of the practice and patients. A fitness
facility should provide a physician with the tools for
easy implementation of the SPRP. A well-designed
platform insures long-term success. Once physicians
are engaged and understand the benefits for patients,
they become champions of your facility. A facility
should provide:
Prescription pads with logos
Patient education materials
Program protocols and a business plan for success
The Fitness Facility Should Seek Tools and Resources for Long-Term Success
Enlisting the aid of a company experienced in the
design and implementation of a SPRP can save
valuable staff time. A company that understands the
physician market, and the referral process, can provide
online management resources, marketing materials,
consulting support and solutions for success when
starting a program.
March 2011Cary Wing, EdD – [email protected]
Medical Fitness Consultant and Expert for Fitmarc
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Conclusions
Recap: A physician referral program is a mechanism to
improve the success of your business. The emphasis on
increasing physical activity and preventing disease
encourages all facilities to evaluate staff, programs and
services to determine the ability to provide a continuum
of care for the healthcare community. With proper
planning and resources, a facility should see significant
growth in both membership and revenue. As one facility
recently reported, 40% of their physician referrals in
2010 converted to full annual paying memberships.
A Physician Referral Program Is a Unique Opportunity to Expand Your Facility and Your Business
Physicians will prescribe exercise. The fitness industry
just needs to provide the pathway and the appropriate
tools to do so.
March 2011Cary Wing, EdD – [email protected]
Medical Fitness Consultant and Expert for Fitmarc
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About Us
About Us: Fitmarc serves hundred of fitness facilities
and thousands of fitness professionals through the
delivery of programs, solutions, consulting and
education. Our team of experts can deliver real world
answers to your facility’s biggest challenges.
Looking to improve operating results at your fitness facility? We can help.
To Learn More:
Visit our website at www.fitmarc.com
Follow Fitmarc on Twitter
Like Fitmarc on Facebook
Call Fitmarc at 800-814-1207
I am here to be your resource and help you
achieve greater success. As the Director of
Business Development for Medical Fitness for
Fitmarc, I have years of experience working in the
medical fitness industry, developing the medical
fitness model, and uniting fitness and healthcare.
Let’s connect so that I can be a resource and
partner for you and your organization.
March 2011Cary Wing, EdD – [email protected]
Medical Fitness Consultant and Expert for Fitmarc
