Leveraging technology to manage the “in-between”

Every service industry has an “in-between.” 

That period of time between appointments where the client is out on their own navigating scenarios by themselves. 

In the Physical Therapy realm, this might look like completing home exercise programs, making self-selected modifications to their workouts, or performing other recreational activities without guidance.

So how do we, as coaches and rehab professionals operating in a service-based industry, level up our management of the “in-between”? The answer is simple, technology. 

When you look at the technical revolution that’s happening around the world, fitness has started to slowly adapt, but the Rehabilitation space, including Physical Therapy and Chiropractic, might just be dead last. 

One of the biggest reasons for pushback to remote or digital services is the high value associated with in-person care. 

No doubt, this type of service is valuable in both perception and execution, but it is also time-expensive and often underpriced. This leaves the service provider in a situation that requires taking on more energy-expensive session based volume to earn more money.

But in my opinion, we need to leverage technology to improve in-person services, not replace them.

So, how does the rehab space currently operate? In ancient mode…effective but inefficient.

In-person sessions are irreplaceable in my opinion, but again, we aren’t looking to replace them.

There’s value in seeing that person move in real time, being able to put your hands on them, and having a genuine conversation to build trust.

But we are leaving so much on the table.

Critical management touch points during the “in-between”, especially in low-frequency visit models such as cash-based clinics - a selling point that is commonly used as well.

This creates a paradox. 

A model where we need to see the client less which in turn creates a lower overall cost to the client vs traditional care - Good for the consumer, tough for business. 

How do we take the best of both worlds and make an offer so good you can’t refuse?

Rehab professionals must start leveraging technology AND charge for it! 

Yes, you read that last part correctly. You must charge for it.

You have to see the value in this offer to both YOU and the consumer. 

It’s time to stop giving away our expertise simply because our desire to help is so great. 

Your clients want to pay for your service, so it’s time you start to figure out how to appropriately position and charge for it.

Even if that means breaking down the process and rebuilding on a new and sturdy foundation.

If we are going to become the provider who truly bridges the gap between rehab and performance, then we need the right tools to be able to do so. In-person sessions can only get you so far, but virtual offers, or what we call Prescriptive Exercise Programs, can get you across the finish line.