Positioning Fitness Leaders:Communicating with Medical Professionals

April 6, 2010

Wendy Williamson, PhDPost Rehabilitation Specialistwww.williamsonfitness.com

Where are we headed today…….

I. IntroductionII. Roles of Fitness LeadersIII.Network of Medical ProfessionalsIV.Strategic Planning and Networking with Medical

ProfessionalsV. Communication with Medical ProfessionalsVI.Communicating and Problem SolvingVII.ReciprocityVIII.Retention with Medical Professionals

Musculoskeletal Conditions$254 billon a year loss in associated healthcare

costs, lost productivity and medical research

IMPACT: Human dysfunction, malalignment and associated pain cost the U.S. $695 million per day

IDEA Fitness Journal, Jan. 08 (United States Bone and Joint Decade, 2002)

Medical Fitness

Projected:# 4 reason why the fitness industry

will continue to grow. (per John McCarthy, former executive director of IHRSA)

Where are we headed today…….

I. IntroductionII. Roles of Fitness LeadersIII.Network of Medical ProfessionalsIV.Strategic Planning and Networking with Medical

ProfessionalsV. Communication with Medical ProfessionalsVI.Communicating and Problem SolvingVII.ReciprocityVIII.Retention with Medical Professionals

Role of Medical Fitness Professionals and Leaders

1. Professional Growth/ Development2. Specialization3. Characteristics

Professional Growth/Development1. College degree (Bachelors minimum)2. Several fitness certifications (recommended

by the NCCA http://www.credentialingexcellence.org/NCCAAccreditation/AccreditedCertificationPrograms/tabid/120/Default.aspx)

a. the second certification should be an advanced certification

3. Participation in regional and national conferences

4. Serving on national boards, committees, presenting, etc.

Professional Positioning

Role of Fitness Professional To continue quality appropriate musculoskeletal programming to return MES client/patient to as near as 100% functional lifestyle as possible.

Working under the direction and in synergy with the medical professional.

Medical Fitness Professional - Provides

a safe and effective bridge for the patient to cross from the structured clinical treatment

(IDEA Fitness Journal, Dec. 2007)

Medical Fitness Professional

- Provides a safe and effective bridge for the

patient to cross from a rehabilitation environment

(IDEA Fitness Journal, Dec. 2007)

Medical Fitness Professional

- Provides a safe and effective bridge for the

patient to cross to mainstream community or home-based exercise.

(IDEA Fitness Journal, Dec. 2007)

What sets you apart?

“Medical fitness professionals need to demonstrate competence and responsibility in every professional interaction”

Williamson, IDEA Fitness Journal, December 2007

Because there is difficulty in mastering exercise programming for every special population, most medical fitness professionals specialize.

IDEA Fitness Journal, December 2007.

SpecialtiesBalance and Gait

Sports PerformanceOrthopedic Injuries/Conditions

Neuromuscular Disorders/InjuriesMetabolic Disorders

Cardiac RehabilitationImmunological Disorders

Etc.

Where are we headed today…….

I. IntroductionII. Roles of Fitness LeadersIII.Network of Medical ProfessionalsIV.Strategic Planning and Networking with Medical

ProfessionalsV. Communication with Medical ProfessionalsVI.Communicating and Problem SolvingVII.ReciprocityVIII.Retention with Medical Professionals

MedicalCommunity

Nurses Physician Assistants Orthopedic Surgeons Massage Therapists Acupuncturists

Alternative MedicineEgoscue Method

Physical Therapists Sports Medicine Doctors

Physicians Neurologists Neurosurgeons

Podiatrists/Pedorthist Registered Dieticians

ETC.

Medical Professionals

OrthopedicSurgeons

Neurologists

Sports Medicine

Gerontology Egoscue Method

Registered Dietician

Massage Therapy

Endocrinologist

Physical Therapy

Medical Community

Professional Networking

Specialties often forgotten or not given credence:

1. Nurse Practitioners2. Physician Assistants

Nurse Practitioner• Since 1965• 135,000 currently

practicing• 8,000 new

graduates/year• Licensed in all stateswww.aanp.com

Physician Assistant• Since 1968• 72,433 eligible to

practice (10/27/2009)• 35.4% within group

physician practice• 65.2% female; 34.8%

malewww.aapa.com

Where are we headed today…….

I. IntroductionII. Roles of Fitness LeadersIII.Network of Medical ProfessionalsIV.Strategic Planning and Networking with Medical

ProfessionalsV. Communication with Medical ProfessionalsVI.Communicating and Problem SolvingVII.ReciprocityVIII.Retention with Medical Professionals

Strategic Planning and Networking

Networking

Fitness Professionals

Medical Community

Developing Relationships

Specific Schematic

Networking of medical

professionals / trainers

Develop Relationships

Empower

Enrich

Emerge

“Medical networking is extremely critical to establish and promote the relationships necessary to gain the respect, receive the referrals and ultimately have reciprocation with the

medical community.”

Williamson, IDEA Fitness Journal, 2007

Strategic Planning and Networking1. Existing members

Who are their physicians, physical therapists, surgeons, etc.?

Client ReferralsThe strongest support base possible

- - existing clientele.Tap into their network!!!

Professional marketingPortfolio; fitness professionalWebsitesVisits with clients to

respective medical professionalsE-mail

Medical diagnosis interaction…small group programming1. Cardiac rehabilitation2. Parkinson’s Group3. Metabolic Disorders4. etc.

Where are we headed today…….

I. IntroductionII. Roles of Fitness LeadersIII.Network of Medical ProfessionalsIV.Strategic Planning and Networking with Medical

ProfessionalsV. Communication with Medical ProfessionalsVI.Communicating and Problem SolvingVII.ReciprocityVIII.Retention with Medical Professionals

Empowering the Relationship

• Be prepared when interacting with the medical community.

• Get to know the medical staff.• BE AVAILABLE• Create opportunities to meet the

medical professionals

Professional Communication

3 communication components when interacting with Medical Professionals

1. Health History (client provided information)

2. Assessment Information

3. Potential Plan of action

Professional CommunicationMEDIUMS…….

- formal letter, e-mail- contact medical staff- provide follow-up

via telephone or letter.

Letters should be in bullet form subjectiveObjectivePlan of action

PersonalTrainer

Medical Provider

Client

Communication

Social Networking1. Facebook2. LinkedIn3. Website4. etc.

Professional networking and positioning1. Open houses2. Chamber of Commerce3. Theatre Productions4. Athletic events5. Other social functions

Where are we headed today…….

I. IntroductionII. Roles of Fitness LeadersIII.Network of Medical ProfessionalsIV.Strategic Planning and Networking with Medical

ProfessionalsV. Communication with Medical ProfessionalsVI.Communicating and Problem SolvingVII.ReciprocityVIII.Retention with Medical Professionals

Communicating: Problem Solving

1. Medical Release Returned = “Exercise as Tolerated”2. No returned calls3. No perceived value

or ???

Communicating: Problem SolvingCommon errors by

Fitness Professionals –

1. Professionalism is lacking when interacting with medical professional.

2. Subject matter knowledge is lacking to communicate with medical professional3. Continue to provide expertise with out full knowledge and understanding of situation.

Network with the Medical Staff.1. Office manager2. Nurses3. Physician Assistant4. Nurse Practitioner5. LPN’s, CNAs, etc.

Where are we headed today…….

I. IntroductionII. Roles of Fitness LeadersIII.Network of Medical ProfessionalsIV.Strategic Planning and Networking with Medical

ProfessionalsV. Communication with Medical ProfessionalsVI.Communicating and Problem SolvingVII.ReciprocityVIII.Retention with Medical Professionals

= Respectful ReferralReciprocationR3

Reciprocity

Reciprocity:1. Takes time2. Won’t happen every time3. Takes perseverance, diligence, and professionalism, and knowledge

Where are we headed today…….

I. IntroductionII. Roles of Fitness LeadersIII.Network of Medical ProfessionalsIV.Strategic Planning and Networking with Medical

ProfessionalsV. Communication with Medical ProfessionalsVI.Communicating and Problem SolvingVII.ReciprocityVIII.Retention with Medical Professionals

Retention with Medical Professional1. Branded2. Consistency3. A positive experience4. Professionalism5. RESULTS

6. etc.

Where we have been………..

I. IntroductionII. Roles of Fitness LeadersIII.Network of Medical ProfessionalsIV.Strategic Planning and Networking with Medical

ProfessionalsV.Communication with Medical ProfessionalsVI.Communicating and Problem SolvingVII.ReciprocityVIII.Retention with Medical Professionals

Developing Relationships is the key

Be Professional

Be Prepared

Positioning Fitness Leaders:Communicating with Medical Professionals

It can be done!!!

Wendy Williamson, PhDPost Rehabilitation Specialistwww.williamsonfitness.com

Wendy Williamson, PhDPost Rehabilitation Specialistwww.williamsonfitness.com

wmsonwa@aol.com