Positioning Fitness Leaders: Communicating with Medical Professionals April 6, 2010
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Transcript of Positioning Fitness Leaders: Communicating with Medical Professionals April 6, 2010
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