The Fitness Niche - When Rehab is over, fitness programs can boost your practice's cash flow
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If potential clients' injuries are not too severe, we introduce out fitness program and immediately show them how to reduce pain through proper exercise.
We emphasize that a PT will help design their fitness program. However, if the problem is not resolved somewhat quickly, we refer to the
appropriate MD for evaluation and return to physcial therapy when indicated.
Another option for potential customers is to refer them to a doctor who rarely refers patients to you. Remember, you cannot
be everything to everyone. If a child with cerebral palsy, an elderly patient with a walker, or a competitive power lifter does
not match well with your fitness program, then do not accept them. If you accept wrong customers, they will be dissatisfied
with your services and will get poor results. In stead of the cherished positive word of mouth, you will create a negative marketing machine.
However, if you refer unsuitable customers to an appropriate facility, you have made a friend who knows you are looking out for the customer's needs and not just the bottom line.
You may even motivate another person to someday supply you a referral.
Executive Memberships
The executive fitness package is an additional service you may want to consider along with the individual fitness program.
The executive package is a group membership purchased by corporations or businesses as an additional benefit for employees. I would
recommend starting an executive package after you have operated the fitness program for a few months. The individual fitness program allow syou to fine tune your
routine and work out some of the operational bugs. Remember that executives need a fst, efficient workout. They will also need
to come in early, during lunch, late and on weekends - so make sure you are properly staffed. Showers and fresh, clean towels are an additional selling point.
The executive package gives a discount from the individual fitness member rates. I usually go on the less expensive side of pricing
for these reasons. What I am trying to sell the human resource director or business owner is a package that includes more than
initially meets the eye.
My corporate fitness package includes discounted group fitness, physical therapy, and workers' compensation rates. The objective
is to cover all of the company's fitness, health, and injury cases. Negotiate and collect a flat monthly rate for the executive package
and include the human resource director in all the workers' compensation cases, but not the private insurance cases.
The idea alone is enough to bring in a significant amount of revenue and foster connections with additional MD referral
sources. Do not forget to ask the human resources director for a reference and name of a colleague who may be interested in your comprehensive program.
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Further reading
Featured next to
Stephen Clark's article
is a spot light on Pat Croce
A Niche Master
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