Physio Therapy Centres Indian Retail Concept


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Who do you go to if…

You have a neck pain or a back problem
You puled a muscle while playing tennis
You are recovering from knee surgery or a fracture
You have just had surgery and find moving around difficult
or you are a certain age and face reduced mobility

Published in: Health & Medicine
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Physio Therapy Centres Indian Retail Concept

  1. 1. Sports & Physio Clinics Indian Market The Customer Experience Company
  2. 2. Need for therapy arises out of the following conditions: Ortho Geriatrics Pediatrics Cardiopulmonary Neuro Sports / Work Injuries
  3. 3. • Orthopaedic physical therapists diagnose, manage, and treat disorders and injuries of the musculoskeletal system including rehabilitation after orthopaedic surgery. This specialty of physical therapy is most often found in the out-patient clinical setting. Orthopaedic therapists are trained in the treatment of post-operative orthopedic procedures, fractures, acute sports injuries, arthritis, sprains, strains, back and neck pain, spinal conditions and amputations. Joint and spine mobilization/ manipulation, therapeutic exercise, neuromuscular reeducation, hot/ cold packs, and electrical muscle stimulation (e.g., cryotherapy, iontophoresis, electrotherapy) are modalities often used to expedite recovery in the orthopedic setting. Additionally, an emerging adjunct to diagnosis and treatment is the use of sonography for diagnosis and to guide treatments such as muscle retraining. Those who have suffered injury or disease affecting the muscles, bones, ligaments, or tendons of the body will benefit from assessment by a physical therapist specialized in orthopaedics. Orthopaedic
  4. 4. Geriatric • Geriatric physical therapy covers a wide area of issues concerning people as they go through normal adult ageing, but is usually focused on the older adult. There are many conditions that affect many people as they grow older and include but are not limited to the following: • Restoring or improving balance, coordination, range of motion, flexibility, and strength; • Improve overall physical fitness through appropriate exercise; • Teach walking skills and body position techniques to encourage mobility and independence; • Make suggestions for lifestyle and home adaptations to fit physical abilities; • Prevent further loss of independence and mobility through exercise and use of assistive devices; • Restore sensation and reduce or eliminate pain. • Rheumatoid and Osteo Arthritis • Osteoporosis • Cancer • Bladder and Bowel Incontinence • Cardiac and Pulmonary Diseases • Stroke • Senile Dementia, Alzheimer's Disease • Parkinson's Disease • Coordination and Balance Disorders • Mobility-related Functional Limitations • Injuries - Orthopedic - Hip Fractures - Knee Replacement
  5. 5. • Pediatric physical therapy assists in early detection of health problems and uses a wide variety of modalities to treat disorders in the pediatric population. These therapists are specialized in the diagnosis, treatment, and management of infants, children, and adolescents with a variety of congenital, developmental, neuromuscular, skeletal, or acquired disorders/diseases. Treatments focus on improving gross and fine motor skills, balance and coordination, strength and endurance as well as cognitive and sensory processing/integration. Children with developmental delays, cerebral palsy, spina bifida, or torticollis, may be treated by pediatric physical therapists. Pediatric New mothers too require exercise post-delivery in order to ensure their abdominal muscles stay healthy.
  6. 6. Cardiopulmonary • Cardiovascular and pulmonary rehabilitation physical therapists treat a wide variety of individuals with cardiopulmonary disorders or those who have had cardiac or pulmonary surgery. Primary goals of this specialty include increasing endurance and functional independence. Manual therapy is utilized in this field to assist in clearing lung secretions experienced with cystic fibrosis. • Disorders, including heart attacks, post coronary bypass surgery, chronic obstructive pulmonary disease, and pulmonary fibrosis, treatments can benefit from cardiovascular and pulmonary specialized physical care.
  7. 7. Neurological • Neurological physical therapy is a discipline focused on working with individuals who have a neurological disorder or disease. These include Alzheimer's disease, ALS, brain injury, cerebral palsy, multiple sclerosis, Parkinson's disease, spinal cord injury, and stroke. Common impairments associated with neurologic conditions include impairments of; vision, balance, ambulation, activities of daily living, movement, speech and loss of functional independence.
  8. 8. Sports Injuries / Work Injuries • Apart from the realm of medicine, Physiotherapy is gaining importance in areas such as sports and fitness. Teams both school level and national necessarily employ physiotherapists to treat and manage injuries to players. In addition most fitness centres and weight loss clinics have a physiotherapists. • More corporate employees in the 25-35 age group now suffer from slip discs, neck and shoulder pain and the ankle, base of the heel and shin muscles. Several IT and ITES companies have also appointed physiotherapists as fitness consultants. Since their employees are chair-bound most of the time, a lot of them complain of acute neck and back ache. Ergonomic consultancy is a growing area where the physio's role can never be overstated.
  9. 9. Consumer Research Key Findings
  10. 10. Who do you go to if • You have a neck pain or a back problem • You puled a muscle while playing tennis • You are recovering from knee surgery or a fracture • You have just had surgery and find moving around difficult • or you are a certain age and face reduced mobility The Answer • Most Indians would visit a Ortho, Neuro or Cardiac specialist in addition to their GP. • Visiting a Physio or Sports Injury doctor is seldom done.
  11. 11. Our Research shows -1 • People don't visit Physio’s unless they are referred by a doctor • The perception is that Physio is ‘not medicine’ as it does not involve a medical intervention such as surgery or pills. • Patients who have recovered after a Physiotherapy treatment can’t help but recommend it further. • However, knowledge of physiotherapy and its benefits is largely limited. • In addition, willingness to spend on Physiotherapy is limited, as most patients think after 3-5 sessions that ‘I can do this at home, why should I pay for this’? In contrast, patients shell out large amounts of money for interventions such as surgery and medication.
  12. 12. Our Research shows - 2 • Physio clinics are in a low value trap as most Physio clinics are not branded. Services are generic and not differentiated. Patients are also seldom educated on procedures, why they need to do certain things and how they can hurt themselves if they don’t take care. • Physiotherapy clinics are also not provided enough referrals by specialists as specialists run the risk of losing patients. For example in many hospitals, Physio and Ortho OPD exists side by side but very few recommendations are actually sent to the Physio. According to some estimates as many as 50% of ortho patients at some point or the other need Physio help. However, referrals are seldom more than 10 to 15% (see slides 13,14,15). • Other specialists such as Cardio, Pulmonary, Geriatric, Neuro and Pediatric only refer patients in severe distress. The perception of Physio as a wellness centre in a hospital does not exist.
  13. 13. Our Research shows - 3 About 50% people don’t need surgery Ortho problems About 80% patients follow exercise regimen for a few days and drop off - over time quantity of pain killers increases so do doctor visits Prescribed painkillers and exercises Need surgery Prescribed painkillers and exercises As the pain increases many patients visit other doctors or explore alternative therapies like Ayurveda and Accupuncture The Hospital or clinic eventually loses the dissatisfied patient Patient gets cured
  14. 14. Reasons for dissatisfaction Source - NHS UK Patients with chronic back pain Similar concerns in Indian hospitals
  15. 15. Reasons for dissatisfaction Source - NHS UK Patients with fractured neck of femur: Similar concerns in Indian hospitals
  16. 16. The Wellness Market • The wellness market consists of • Physiotherapy • Acupuncture and • Ayurvedic therapies Available at Independent clinics or at hospitals, Low visibility, Low value Low visibility, Low consumer knowledge, average value perception Mainly available at Spas or Medi Spas, very popular in south India. High visibility, Available at all spectrums of value chain
  17. 17. The Consumer Need • Consumer needs are changing for the following reasons: • Increased interest in sports • increase in number of surgeries (knee replacement for women, cancer, hear etc.) • Increased interest in fitness - running clubs, gyms • Increase in work related injuries (carpel tunnel, cervical issues due to work on computers)
  18. 18. The Need to change • There is a need to increase value perception of physiotherapy in both doctors and patients. • A unique integration of a centre that provides - Physiotherapy, Acupuncture and Ayurvedic therapies would ensure high visibility, higher success rates in patient treatment and higher value perceptions.
  19. 19. The Change Framework
  20. 20. Diagnosis • Integrate the need for Physiotherapy and Rehab at the point of diagnosis of the disease or medical intervention. • Ortho • Geriatrics • Pediatrics • Cardiopulmonary • Neuro • Any other surgical intervention that may impact mobility Patient Specialist Referral to Physio
  21. 21. Solution • Form a collaborative framework for solving the patients problem and develop a roadmap Patient Medication + Therapy - Physiotherapy - Neurophysiotherapy - Pilates and Spinal Rehabilitation - Special treatment for Sports Injuries - Acupuncture - Ayurvedic therapy - Treatment after surgery Surgery (including home care regime) Collaborative team - Physio + Specialist
  22. 22. Tasks • Increase Revenue (It is estimated that a Therapy centre can generate a profit of 3 lakhs per month) • Make the activity revenue generating and not just support services • Structure the services - brand - to upsell at the levels of 500 to 1500 per visit • Focus on selling packages and not 1 off treatments. Maximize on capacity and increase revenue through home care, office rehab etc. • Increase High value packaged services • Home Care, Elder care, Ergonomic Consultancy, Sports Medicine • Educate patients • Need for therapy / rehab • Need for consistency • Educate patients on need for lifestyle assessments • Brand Building • Build a strong consumer brand through a series of marketing interventions
  23. 23. Futurescape, Delhi Level 4, Rectangle 1, Commercial Complex D4 Saket, Behind Sheraton, Delhi New Delhi – 110017, INDIA Futurescape, Mumbai Level 2, Raheja Centre Point 294 CST Road Near Mumbai University Off Bandra–Kurla Complex, Santacruz (E) Mumbai – 400098, INDIA Telephone: +91 9910201783 +91 (11) 6654 4196 Email: Web: Twitter: @futurescape