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

Positioning Fitness Leaders: Communicating with Medical Professionals April 6, 2010. Wendy Williamson, PhD Post Rehabilitation Specialist www.williamsonfitness.com. Where are we headed today……. Introduction Roles of Fitness Leaders Network of Medical Professionals

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

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  1. Positioning Fitness Leaders:Communicating with Medical ProfessionalsApril 6, 2010 Wendy Williamson, PhD Post Rehabilitation Specialist www.williamsonfitness.com

  2. Where are we headed today……. • Introduction • Roles of Fitness Leaders • Network of Medical Professionals • Strategic Planning and Networking with Medical Professionals • Communication with Medical Professionals • Communicating and Problem Solving • Reciprocity • Retention with Medical Professionals

  3. 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)

  4. Medical Fitness Projected: # 4 reason why the fitness industry will continue to grow.(per John McCarthy, former executive director of IHRSA)

  5. Where are we headed today……. • Introduction • Roles of Fitness Leaders • Network of Medical Professionals • Strategic Planning and Networking with Medical Professionals • Communication with Medical Professionals • Communicating and Problem Solving • Reciprocity • Retention with Medical Professionals

  6. Role of Medical Fitness Professionals and Leaders 1. Professional Growth/ Development 2. Specialization 3. Characteristics

  7. Professional Growth/Development 1. 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.

  8. Professional Positioning

  9. 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.

  10. Medical Fitness Professional - Provides a safe and effective bridge for the patient to cross from the structured clinical treatment (IDEA Fitness Journal, Dec. 2007)

  11. Medical Fitness Professional - Provides a safe and effective bridge for the patient to cross from a rehabilitation environment (IDEA Fitness Journal, Dec. 2007)

  12. 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)

  13. What sets you apart?

  14. “Medical fitness professionals need to demonstrate competence and responsibility in every professional interaction” Williamson, IDEA Fitness Journal, December 2007

  15. Because there is difficulty in mastering exercise programming for every special population, most medical fitness professionals specialize. IDEA Fitness Journal, December 2007.

  16. Specialties Balance and Gait Sports Performance Orthopedic Injuries/Conditions Neuromuscular Disorders/Injuries Metabolic Disorders Cardiac Rehabilitation Immunological Disorders Etc.

  17. Where are we headed today……. • Introduction • Roles of Fitness Leaders • Network of Medical Professionals • Strategic Planning and Networking with Medical Professionals • Communication with Medical Professionals • Communicating and Problem Solving • Reciprocity • Retention with Medical Professionals

  18. Medical Professionals Medical Community • Physical Therapists • Sports Medicine Doctors • Physicians • Neurologists • Neurosurgeons • Podiatrists/Pedorthist • Registered Dieticians • ETC. • Nurses • Physician Assistants • Orthopedic Surgeons • Massage Therapists • Acupuncturists • Alternative Medicine • Egoscue Method

  19. Physical Therapy Orthopedic Surgeons Endocrinologist Neurologists Massage Therapy Medical Community Sports Medicine Registered Dietician Gerontology Egoscue Method Professional Networking

  20. Specialties often forgotten or not given credence: 1. Nurse Practitioners 2. Physician Assistants

  21. Nurse Practitioner • Since 1965 • 135,000 currently practicing • 8,000 new graduates/year • Licensed in all states www.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% male www.aapa.com

  22. Where are we headed today……. • Introduction • Roles of Fitness Leaders • Network of Medical Professionals • Strategic Planning and Networking with Medical Professionals • Communication with Medical Professionals • Communicating and Problem Solving • Reciprocity • Retention with Medical Professionals

  23. Strategic Planning and Networking

  24. Networking Medical Community Fitness Professionals

  25. Developing Relationships

  26. Specific Schematic Networking of medical professionals / trainers

  27. Develop Relationships Empower Enrich Emerge

  28. “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

  29. Strategic Planning and Networking 1. Existing members Who are their physicians, physical therapists, surgeons, etc.?

  30. Client Referrals The strongest support base possible - - existing clientele. Tap into their network!!!

  31. Professional marketing • Portfolio; fitness professional • Websites • Visits with clients to respective medical professionals • E-mail

  32. Medical diagnosis interaction…small group programming 1. Cardiac rehabilitation 2. Parkinson’s Group 3. Metabolic Disorders 4. etc.

  33. Where are we headed today……. • Introduction • Roles of Fitness Leaders • Network of Medical Professionals • Strategic Planning and Networking with Medical Professionals • Communication with Medical Professionals • Communicating and Problem Solving • Reciprocity • Retention with Medical Professionals

  34. 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

  35. Professional Communication 3 communication components when interacting with Medical Professionals 1. Health History (client provided information) 2. Assessment Information 3. Potential Plan of action

  36. Professional Communication MEDIUMS……. - formal letter, e-mail - contact medical staff - provide follow-up via telephone or letter. • Letters should be in bullet form • subjective • Objective • Plan of action

  37. Communication Personal Trainer Client Medical Provider

  38. Social Networking 1. Facebook 2. LinkedIn 3. Website 4. etc.

  39. Professional networking and positioning 1. Open houses 2. Chamber of Commerce 3. Theatre Productions 4. Athletic events 5. Other social functions

  40. Where are we headed today……. • Introduction • Roles of Fitness Leaders • Network of Medical Professionals • Strategic Planning and Networking with Medical Professionals • Communication with Medical Professionals • Communicating and Problem Solving • Reciprocity • Retention with Medical Professionals

  41. Communicating: Problem Solving 1. Medical Release Returned = “Exercise as Tolerated” 2. No returned calls 3. No perceived value or ???

  42. Communicating: Problem Solving Common errors by Fitness Professionals – 1. Professionalism is lacking when interacting with medical professional. 2. Subject matter knowledge is lacking to communicate with medical professional 3. Continue to provide expertise with out full knowledge and understanding of situation.

  43. Network with the Medical Staff. 1. Office manager 2. Nurses 3. Physician Assistant 4. Nurse Practitioner 5. LPN’s, CNAs, etc.

  44. Where are we headed today……. • Introduction • Roles of Fitness Leaders • Network of Medical Professionals • Strategic Planning and Networking with Medical Professionals • Communication with Medical Professionals • Communicating and Problem Solving • Reciprocity • Retention with Medical Professionals

  45. Reciprocity R3 = Respectful Referral Reciprocation

  46. Reciprocity: 1. Takes time 2. Won’t happen every time 3. Takes perseverance, diligence, and professionalism, and knowledge

  47. Where are we headed today……. • Introduction • Roles of Fitness Leaders • Network of Medical Professionals • Strategic Planning and Networking with Medical Professionals • Communication with Medical Professionals • Communicating and Problem Solving • Reciprocity • Retention with Medical Professionals

  48. Retention with Medical Professional 1. Branded 2. Consistency 3. A positive experience 4. Professionalism 5. RESULTS 6. etc.

  49. Where we have been……….. • Introduction • Roles of Fitness Leaders • Network of Medical Professionals • Strategic Planning and Networking with Medical Professionals • Communication with Medical Professionals • Communicating and Problem Solving • Reciprocity • Retention with Medical Professionals

  50. Developing Relationships is the key

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