1. Physio Therapy Centres Indian Retail Concept - Presentation Transcript<br />Sports & Physio Clinics Indian Market <br />Need for therapy arises out of the following conditions: Ortho Geriatrics Pediatrics Cardiopulmonary Neuro Sports / Work Injuries <br />Orthopaedic • Orthopaedic physical therapists neuromuscular reeducation, hot/ diagnose, manage, and treat cold packs, and electrical muscle disorders and injuries of the stimulation (e.g., cryotherapy, musculoskeletal system including iontophoresis, electrotherapy) are rehabilitation after orthopaedic modalities often used to expedite surgery. This specialty of physical recovery in the orthopedic setting. therapy is most often found in the Additionally, an emerging adjunct to out-patient clinical setting. diagnosis and treatment is the use Orthopaedic therapists are trained in of sonography for diagnosis and to the treatment of post-operative guide treatments such as muscle orthopedic procedures, fractures, retraining. Those who have suffered acute sports injuries, arthritis, injury or disease affecting the sprains, strains, back and neck pain, muscles, bones, ligaments, or spinal conditions and amputations. tendons of the body will benefit from Joint and spine mobilization/ assessment by a physical therapist manipulation, therapeutic exercise, specialized in orthopaedics. <br />Geriatric • Geriatric physical therapy covers a wide area of issues concerning • Restoring or improving balance, coordination, range of motion, flexibility, and strength; people as they go through normal • Improve overall physical fitness through appropriate adult aging, but is usually focused exercise; on the older adult. There are many • Teach walking skills and body position techniques to conditions that affect many people encourage mobility and independence; as they grow older and include but • Make suggestions for lifestyle and home adaptations to are not limited to the following: fit physical abilities; • Prevent further loss of independence and mobility • Rheumatoid and Osteo Arthritis through exercise and use of assistive devices; • Osteoporosis • Cancer • Restore sensation and reduce or eliminate pain. • 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 <br />Pediatric • Pediatric physical therapy assists in sensory processing/integration. early detection of health problems Children with developmental delays, and uses a wide variety of cerebral palsy, spina bifida, or modalities to treat disorders in the torticollis, may be treated by pediatric population. These pediatric physical therapists. therapists are specialized in the diagnosis, treatment, and management of infants, children, and adolescents with a variety of congenital, developmental, neuromuscular, skeletal, or acquired New mothers too require disorders/diseases. Treatments exercise post-delivery in order to focus on improving gross and fine ensure their abdominal muscles stay motor skills, balance and healthy. coordination, strength and endurance as well as cognitive and <br />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. <br />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. <br />Sports Injuries / Work Injuries • Apart from the realm of medicine, • More corporate employees in the Physiotherapy is gaining importance 25-35 age group now suffer from in areas such as sports and fitness. slip discs, neck and shoulder pain Teams both school level and and the ankle, base of the heel and national necessarily employ shin muscles. Several IT and ITES physiotherapists to treat and companies have also appointed manage injuries to players. In physiotherapists as fitness addition most fitness centres and consultants. Since their employees weight loss clinics have a are chair-bound most of the time, a physiotherapists. 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. <br />Consumer Research Key Findings <br />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. <br />Our Research shows -1 • People dont 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. <br />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 dont 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. <br />Our Research shows - 3 About 50% About 80% patients follow exercise regimen for a few people dont days and drop off - over time quantity of pain killers need surgery increases so do doctor visits As the pain increases many patients Prescribed visit other painkillers doctors or and explore alternative Ortho exercises therapies like problems Ayurveda and Accupuncture Prescribed Need painkillers The Hospital surgery or clinic and eventually exercises loses the dissatisfied patient Patient gets cured <br />Reasons for dissatisfaction Source - NHS UK Patients with chronic back pain Similar concerns in Indian hospitals <br />Reasons for dissatisfaction Source - NHS UK Patients with fractured neck of femur: Similar concerns in Indian hospitals <br />The Wellness Market • The wellness market consists of Available at Independent clinics or at • Physiotherapy hospitals, Low visibility, Low value Low visibility, Low consumer knowledge, • Acupuncture and average value perception Mainly available at Spas or Medi Spas, • Ayurvedic therapies very popular in south India. High visibility, Available at all spectrums of value chain <br />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) <br />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. <br />The Change Framework <br />Diagnosis • Integrate the need for Physiotherapy and Rehab at the point of diagnosis of the Patient disease or medical intervention. • Ortho • Geriatrics • Pediatrics Specialist • Cardiopulmonary • Neuro • Any other surgical intervention that may impact mobility Referral to Physio <br />Solution • Form a collaborative framework for solving the patients problem and develop a roadmap - Physiotherapy - Neurophysiotherapy - Pilates and Spinal Rehabilitation Medication + Therapy - Special treatment for Sports Injuries - Acupuncture - Ayurvedic therapy Patient Surgery - Treatment after surgery (including home care regime) Collaborative team - Physio + Specialist <br />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 <br />